評(píng)論
打印
Anna, I wanted to ask you about my marketing report. I'm not sure about it.
安娜，關(guān)于我的市場(chǎng)學(xué)報(bào)告，我有些問題想咨詢一下你。我不太確定。
That's OK, Leo. So what do you have to do?
利奧，沒問題，你需要做什么？
Choose a product or service then compare two organisations that produce it. I'm doing instant coffee.
我要選定某種產(chǎn)品或服務(wù)，然后比較兩家生產(chǎn)機(jī)構(gòu)。我做的是速溶咖啡。
But haven't you got a weekend job in a clothing store? Why didn't you choose clothing?
但你不是周末在一家服裝店打工嗎？為何不選服裝？
That was my first thought, because I thought it'd give me some practical examples, but when I searched for men's clothing on the Internet, there were hardly any articles.
我最初的想法也是如此，因?yàn)槲艺J(rèn)為我能得到些實(shí)際應(yīng)用的例子，但當(dāng)我在網(wǎng)上搜索男裝資料時(shí)，幾乎沒什么文章。
So then I looked for coffee and I found there were tons.
所以接著我搜索咖啡，發(fā)現(xiàn)了非常多的資料。
Yeah, there are so many brands on the market now. OK, so how much have you actually written?
對(duì)，市面上現(xiàn)在有很多品牌。好吧，那你實(shí)際上已經(jīng)寫了多少？
I've done part one, on economic and technological factors.
我寫完第一部分了，內(nèi)容是經(jīng)濟(jì)和技術(shù)因素。
I found some good data on technological changes - how in Australia fewer people are buying instant coffee because of cheap coffee percolators that they can use to make real coffee at home.
我在技術(shù)變革方面找到了些很好的資料：在澳大利亞，購買速溶咖啡的人越來越少了，因?yàn)橛辛吮阋说墓蓭熆Х葔兀藗冊(cè)诩乙部梢宰约号菡嬲目Х攘恕?/div>
But there's also a movement away from drinking coffee.
但同時(shí)也有戒飲咖啡的趨勢(shì)。
Switching to things like herbal teas instead because they think it's healthier. But that's not really to do with technology, it's more cultural.
換成飲用草本茶，因?yàn)槿藗冋J(rèn)為這更健康。但這其實(shí)和技術(shù)沒太大關(guān)系，更偏向文化因素。
Anyway, for part two I'm comparing two instant coffee companies, Coffee Now and Shaffers, and I've made this table of products.
不管怎樣，在第二部分中我比較了兩家速溶咖啡公司，“來杯咖啡”和“沙福爾斯”，而且我還做了這張產(chǎn)品表。
Right. Let's see... So you've got the brand names, and prices and selling size, and descriptions.
好，讓我看看……你有品牌名字，價(jià)格和銷售規(guī)模，還有描述。
OK, the table looks good, you'll get marks for research there. Where will it go?
好，表格看起來不錯(cuò)，在這兒你能拿到相應(yīng)的調(diào)研分?jǐn)?shù)。表格放在哪兒？
In the section on the marketing mix, under "Product".
在“營(yíng)銷組合”部分，“產(chǎn)品”下面。
Not in the appendix? No.
不在附錄里？不。
OK, but it's too factual on its own, you need to add some comment in that section about the implications of the figures.
好吧，但表格本身過多注重于事實(shí)了，你在這部分內(nèi)容里得加些評(píng)論，說明這些數(shù)字都意味著什么。
Right. I'll do that. Now I want to say that I think that Shaffers is more of a follower than a leader in the coffee industry.
好，我會(huì)的。我想說，我認(rèn)為“沙福爾斯”在咖啡行業(yè)里，更像個(gè)追隨者，而不是領(lǐng)頭羊。
Now, I'm putting that in the section on market share. Does that seem OK?
我打算把這一點(diǎn)放在市場(chǎng)份額那部分，你覺得行嗎？
Let's see... So you've began by explaining what market share is, that's important, but you've got to be careful how you give that opinion.
讓我想想……你先解釋什么是市場(chǎng)份額，這很重要，但你得注意闡述觀點(diǎn)的方式。
Do you think it should go in another section?
你認(rèn)為這應(yīng)該放在別的部分里嗎？
Well, it's fine where it is, but you've got to back it up with some data or they'll say your report lacks weight.
放在這里沒問題，但你得找些數(shù)據(jù)支持觀點(diǎn)，要不然別人就會(huì)認(rèn)為你的報(bào)告沒有分量。
OK. One thing I'm worried about is finding anything original to say.
好。我擔(dān)心的是要說些什么創(chuàng)新性的內(nèi)容。
Well, since this is your first marketing report, you're not expected to go out and do interviews and things to collect your own data, you're just using published data.
由于這是你的第一份市場(chǎng)學(xué)報(bào)告，你不需要外出采訪或做些別的調(diào)研來收集自己的數(shù)據(jù)，你用已出版的數(shù)據(jù)就行。
So the analysis you do might not throw up anything that people didn't know before.
所以，在你的分析里，很有可能不會(huì)出現(xiàn)人們此前不知道的新觀點(diǎn)。
But the focus is more on how you handle the data.
但關(guān)鍵在于你怎樣處理數(shù)據(jù)。
I mean, you might take something like a graph of sales directly from a website, but what makes your work original is the perspective you provide by your interpretation of it.
我是指，你可能在網(wǎng)頁上直接找了個(gè)銷售圖表，但你對(duì)數(shù)據(jù)的理解，你的觀點(diǎn)，才是為你的作業(yè)增添新意的地方。
Oh. You know, it's all so different from business studies assignments at school. It's really surprised me.
噢，這和學(xué)校里的商業(yè)研究作業(yè)有很大差別，我感到很吃驚。
What? How much research you have to do?
什么？你需要做多少調(diào)研工作？
I expected that. It's more... I knew exactly what I had to do to get a good grade at school.
這都在我預(yù)料之中。更像是……（以前）我知道我要做些什么才能在學(xué)校里得高分。
And I knew I'd be expected to go more deeply into things here, but I haven't got information on how the lecturer is going to grade my work - what he's looking for.
我明白，我應(yīng)該更深入地談?wù)劊疫€不知道導(dǎo)師會(huì)怎么評(píng)判我的作業(yè)—他希望看到什么。
