評論
打印
And this taught Ralcona some valuable lessons that have now put them at the forefront of the industry.
這給Ralcona上了重要的一課，也將他們置于該行業的前端。
Yes, it seems they have now established a good creative team who constantly come up with new ideas,
沒錯，似乎他們現在成立了一個創意團隊，經常提出新的想法，
and the marketing division has rethought its mission and now focuses on getting copious feedback from supermarkets,
并且市場營銷部重新思考了自己的任務，現在他們專注于從超市、
clubs and cafes to find out what consumers are looking for.
俱樂部和咖啡館獲取豐富的反饋，以便弄清消費者在尋找什么。
So other businesses, not just the drinks industry, have looked to Ralcona as a model and as a warning. What were your conclusions?
所以其他行業，不僅僅是飲品業，將Ralcona視為榜樣和警告。你有何結論？
Their experiences prove what we already know - that successful companies must be prepared to go out on a limb,
他們的經歷證明了一個已知結論—成功的公司必須有擔風險的準備，
and finely targeted markets can be more profitable than making products with more general appeal.
并且準確定位的市場比生產吸引人的產品更加有利可圖。
But what it uniquely demonstrates is that, in any business, you should never assume that you know what's going on
但是這個研究案例告訴我們，在任何行業里，你都不應該假設自己知道事情的進展
the consumers have a lot to tell us, but they won't if they're not asked, and your products can live or die by getting the right information.
消費者有很多可以告訴我們的，但是如果不向他們詢問，他們是不會說的，獲取正確的信息可以決定產品的生死。
