工商英語原文翻譯5.docx

Bring design into the business如果要知道設(shè)計(jì)如何影響其他功能的話，設(shè)計(jì)者就必須處理和了解這些職能。產(chǎn)品設(shè)計(jì)在這三個(gè)重要職能方面有重大影響：1.運(yùn)作2.營銷和顧客3.供應(yīng)商運(yùn)作：下一個(gè)步驟設(shè)計(jì)者的顧客是運(yùn)作，或者，更有可能的是，運(yùn)作策劃在哪里完成。在制造業(yè)，運(yùn)作策劃的一方面是制造工程（有時(shí)候稱為步驟工程），制造工程師都是設(shè)備和自動(dòng)化專家。那些已經(jīng)使用以及那些正在考慮要購買的機(jī)器能力有限。某一特定的機(jī)器或許可以用來切割鋁但卻不能切割黃銅，14mm但不是18mm的機(jī)器，鋼制的或者偏差不少于0.005英尺的。如果這個(gè)設(shè)計(jì)是可制造的，則制造者必須以某種方式學(xué)會制造設(shè)計(jì)師有關(guān)機(jī)器能力方面的知識。很多年來，IBM公司通過一個(gè)“制造前期工作”計(jì)劃把這種信息提供給設(shè)計(jì)者。在制造前期工作”計(jì)劃指導(dǎo)下，IBM公司在設(shè)計(jì)工程階段派遣一名制造工程師和產(chǎn)品設(shè)計(jì)師一起在發(fā)展實(shí)驗(yàn)室工作。最近，例如DEERE,COMPANY,STANAYNE DIESEL等很多公司已經(jīng)采取了一項(xiàng)更加持久的解決方案：把設(shè)計(jì)工程和制造工程設(shè)置在同一個(gè)管理者下面。這個(gè)單一的管理者對長期的合作負(fù)有全部責(zé)任。一個(gè)更加深刻并且快速的方法是形成一個(gè)由設(shè)計(jì)者，工程師，其他支持人員，甚至生產(chǎn)線上的員工組成的設(shè)計(jì)與制造相結(jié)合的小組。與營銷相連接設(shè)計(jì)者必須與最終消費(fèi)者通過營銷緊密聯(lián)系起來。CHRYSLER通過削減成本把自己從困境中解救出來。設(shè)計(jì)和營銷聯(lián)合起來扮演了一個(gè)重要角色。他們發(fā)展了一條產(chǎn)品線，產(chǎn)品從性能上來講，選擇性較少但適應(yīng)性較寬，而不是以前的選擇性較大但適應(yīng)性較差。換句話說，這個(gè)新的理念是以用戶可以得到的“包裝”這條標(biāo)準(zhǔn)為特征的。從DODGE OMNI 和PLYMOUTH HORIZON知道，8百萬的選擇序列是有可能的。這個(gè)新的設(shè)計(jì)理念把序列減少到了42。CHRYSLER可以集中于利用大容量制造小部分的零件，提供了規(guī)模經(jīng)濟(jì)和和改善質(zhì)量的狹小目標(biāo)。結(jié)果，CHRYSLER的價(jià)格在1986年驟降為 5779美元，這個(gè)價(jià)格低于美國賣出的大部分汽車價(jià)錢。消除選擇和減少“零件數(shù)目”搞不好會把事情弄糟。顧客的需求是首要考慮的因素，DETROIT已經(jīng)允許選擇權(quán)的增加，因?yàn)槊菜七@就是顧客所想要的。不管怎樣，好的設(shè)計(jì)允許高等變體帶有較少的零件，也就是說，較少數(shù)量的零件通過各種方式組裝在一起可以出產(chǎn)很大數(shù)量的貨品種類（馬上想到LEGOS的玩具建筑方塊）。模塊化的設(shè)計(jì)理念在減少零件數(shù)目的同時(shí)也允許多種多樣的最終產(chǎn)品。例如，個(gè)人電腦制造者提供了一系列兼容的產(chǎn)品：鍵盤，鼠標(biāo)，額外內(nèi)存，各種屏幕，調(diào)制解調(diào)器等等，這樣顧客可以通過調(diào)整一個(gè)系統(tǒng)來滿足他們的需求與預(yù)算。和供應(yīng)商協(xié)調(diào)設(shè)計(jì)者的第三個(gè)調(diào)節(jié)對象便是供應(yīng)商。設(shè)計(jì)者在選擇材料上擁有主要權(quán)利，這經(jīng)常和選擇供應(yīng)商是同等的。然而，公司政策有時(shí)候也會使除了銷售部采購人員以外的其他人直接接觸供應(yīng)商變的麻煩。（在過去的購買慣例中，購買者和設(shè)計(jì)者接觸供應(yīng)商的機(jī)會非常??；除非有太多的供應(yīng)商。朝著減少每個(gè)部分的供應(yīng)商這個(gè)方向做使的視察供應(yīng)商變得合理。）現(xiàn)在有些公司開始放寬這些政策。設(shè)計(jì)者必須視察供應(yīng)工廠，可能有時(shí)候和購買者一起，為了了解供應(yīng)商能力。高端的公司可能不滿足于僅僅視察供應(yīng)商。他們也尋求供應(yīng)商參與，旨在獲得可以使得供應(yīng)材料和元件能更加好的滿足用戶需求的建議。經(jīng)常，供應(yīng)商的設(shè)計(jì)者以和顧客的設(shè)計(jì)者同時(shí)工作而告終。此外，消費(fèi)者可以詳細(xì)說明重要的性能說明書，而不是把消費(fèi)者對產(chǎn)品性能的要求一股腦兒的推給供應(yīng)商。這個(gè)做法有時(shí)候被稱之為最小限度的說明或者最小限度的規(guī)格，它僅僅在顧客和供應(yīng)商均出色的協(xié)調(diào)過程中才有效。否則，詳細(xì)的說明書還是令人滿意的。9 The Many Faces of Personal Selling個(gè)人推銷的多種形式Personal selling assumes many forms based on the amount of selling done and the amount of creativity required to perform the sales task. 人員推銷有很多種形式，這主要要看銷售量的多少和銷售工作所具有的特殊要求。Broadly speaking, three types of personal selling exist: order taking, order getting, and sales support activities. 大體上來說，存在三種形式的個(gè)人推銷：訂單處理，訂單獲取和銷售支持活動(dòng)。While some firms use only one of these types of personal selling, others use a combination of all three.然而有些公司只用這些形式中的一種，其他的會使用這三種的混合形式。Order taking 訂單處理Typically an order taker processes routine orders or reorders for products that were already sold by the company. 典型地說，一個(gè)收單員處理常規(guī)訂單或是已經(jīng)被公司銷售過的產(chǎn)品的重購訂單。The primary responsibility of order takers is to preserve an ongoing relationship with existing customers and maintain sales. 收單員的首要責(zé)任是和現(xiàn)有客戶保持持續(xù)的關(guān)系，并且保持銷售。Two types of order takers exist. 收單員有兩種類型。Outside order takers visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers.戶外的收單員拜訪顧客和補(bǔ)充分銷商的存貨，如零售商和批發(fā)商。 For example, Frito-Lay salespeople call on supermarkets, neighborhood grocery stores, and other establishments to ensure that the companys line of salty snack products (such as Doritos and Tostitos) is in adequate supply. 例如，菲多利公司的銷售員拜訪超市，鄰近的雜貨商店，和其他企業(yè)機(jī)構(gòu)，來確保公司的咸味小吃產(chǎn)品（如多力多滋和圓形米脆片）保持充足的供給。In addition, outside order takers typically provide assistance in arranging displays.除此之外，戶外的收單員往往在安排商品陳列上提供援助。 Inside order takers, also called sales or order clerks, typically answer simple questions, take orders, and complete transactions with customers.在戶內(nèi)的收單員，也稱作銷售員或訂貨登記員，主要是回答簡單的問題，收取訂單和完成與顧客的交易。 Many retail clerks are inside order takers, as are people who take orders from buyers by telephone. 許多零售員，都是戶內(nèi)的收單員，他們通過電話接受顧客訂貨。In industrial settings, order taking arises in straight rebuy situations.在企業(yè)組織機(jī)構(gòu)里，收單員產(chǎn)生于直接的重購。 For instance, stationery supply firms have inside order takers. 例如，文具供應(yīng)商的戶內(nèi)收單員。Order takers, for the most part, do little selling in a conventional sense and engage in little problem solving with customers. 收單員，通常就習(xí)慣概念來講，幾乎不從事銷售，也極少為顧客解決問題。They often represent simple products that have few options, such as confectionery items, magazine subscriptions, and highly standardized industrial products.他們經(jīng)常代理幾乎沒有什么選擇的簡單產(chǎn)品，如糖果類，雜志的訂閱，和高度標(biāo)準(zhǔn)化的工業(yè)產(chǎn)品。Order getting訂單獲取An order getter sells in a conventional sense and identifies prospective customers, provides customers with information , persuades customers to buy, close sales, and follows up on customers use of a product or service.一個(gè)訂單獲取者按傳統(tǒng)概念銷售，識別潛在顧客，為顧客提供信息，勸說顧客購買，完成銷售，和跟蹤顧客產(chǎn)品使用情況并提供服務(wù)。Like order takes, order getters can be inside (an automobile salesperson) or outside (like Xerox salespersons who travel a lot and are only interested in peddling their products or services). 和收單員一樣，訂單獲取者可以是在戶內(nèi)的（如汽車銷售人員）或者是戶外的（如施樂公司的銷售人員，經(jīng)常在外旅行，并只對兜售他們的產(chǎn)品和服務(wù)感興趣）。Order getting involves a high degree of creativity and customer empathy and typically is required for selling complex or technical products with many options.訂單獲取包含高度的創(chuàng)新性和顧客同感，并往往需要出售有許多選擇的復(fù)雜的技術(shù)產(chǎn)品。 Therefore considerable product knowledge and sales training are necessary. 因此可觀的產(chǎn)品知識和銷售培訓(xùn)是很必要。In modified rebuy or new buy purchase situations in industrial selling, an order getter acts as a problem solver who identifies how a particular product may satisfy a customers need. 在集團(tuán)性銷售中，對變動(dòng)了的重購或新購，訂單獲得者作為問題的解決者將識別一個(gè)特定的產(chǎn)品如何滿足顧客的需要。Similarly, in the purchase of a service, such as insurance, an insurance agent can provide a mix of plans to satisfy a buyers needs depending on income, stage of the familys life cycle, and investment objective. 同樣，在服務(wù)的購買中，例如保險(xiǎn)，一個(gè)保險(xiǎn)代理商能夠根據(jù)顧客的收入，家庭成員的壽命周期，和投資目標(biāo)提供計(jì)劃組合，從而滿足顧客的需要。Table 6-1 compares order takers and order getters to illustrate some differences between them.表6-1通過比較收單員和訂單獲得者來解釋它們之間的不同。Table 6-1 comparing order takers and order gettersBASIS OFCOMPARISON比較依據(jù)ORDER TAKERS收單員ORDER GETTERS訂單獲得者Objective目標(biāo)Handle routine product orders or reorders處理常規(guī)訂單或再訂購單Indentify new customers and sales opportunities識別新顧客和銷售機(jī)會Purchase Situation購買情景Focus on straight rebuy purchase situations集中關(guān)注直接重購Focus on new buy and modified rebuy purchase situations集中關(guān)注新購和變動(dòng)的重購activity 活動(dòng)Perform order processing functions履行訂單處理功能Act as creative problem solvers作為創(chuàng)造性問題的解決者Training培訓(xùn)Require significant clerical training要求重要的文秘培訓(xùn)Require significant sales training要求重要的銷售培訓(xùn)Source ofSales銷售來源Maintain sales volume保持銷售量Create new sales volume創(chuàng)造新銷售量Kind of Products產(chǎn)品種類Represent simple products with few options代表極少選擇的簡單產(chǎn)品Represent complexProducts with many Options代表有許多選擇的混合產(chǎn)品Order getting is an expensive process.訂單獲取是一個(gè)昂貴的過程。 It is estimated that it takes about five visits with a customer to complete a sale, and the average cost of a single sales call is about $205. 據(jù)估計(jì)，一次銷售大約需要訪問顧客5次，每次銷售的平均花費(fèi)為205美元。The average weekly (5-day) expenditure for a sales-persons meals, transportation, and lodging is over $730. 平均每周（5天）的花費(fèi)，包括銷售人員的飲食，交通和住宿，超過730美元。These costs illustrate why telephone selling, with a significantly lower average cost per call and little or no travel expenses, has become popular in recent years.這些花費(fèi)解釋了為何使用電話銷售的原因，平均每次的通話費(fèi)用都極低，并且?guī)缀鯖]有旅行費(fèi)用，近幾年電話銷售已經(jīng)成為流行。Sales support personnel 銷售支持人員Sales support personnel augment the selling effort of order getters by performing a variety of services. 銷售支持人員通過完成各種各樣的服務(wù)補(bǔ)充了訂單獲得者的銷售成果。For example, missionary salespeople do not directly solicit orders but rather concentrate on performing promotional activities and introducing new products.例如，任務(wù)型銷售人員不直接招攬訂單，但是相當(dāng)專心于推銷活動(dòng)和引進(jìn)新產(chǎn)品。 They are used extensively in the pharmaceutical industry, where detailers, as they called, persuade physicians to prescribe a firms product. 它們廣泛用于制藥行業(yè)，推銷員，他們是這樣稱呼的，去說服內(nèi)科醫(yī)生開一個(gè)公司的產(chǎn)品。Actual sales are made through wholesalers or directly to pharmacists who fill prescriptions.事實(shí)上，銷售是通過批發(fā)商或直接通過開藥方的藥劑師。 A sales engineer is a salesperson who specializes in indentifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services. 銷售工程師是一個(gè)專業(yè)的銷售人員，能確認(rèn)，分析，解決顧客問題并帶來專業(yè)知識和技術(shù)專長的銷售情況，但事實(shí)上并不經(jīng)常銷售產(chǎn)品和服務(wù)。Sales engineers are popular in selling industrial products such as chemicals and