The Secrets of Small Business Success 实用商业大全（十三）：小本生意致胜秘诀（上）
- 详细资料
- 创建于 2003年4月07日
- 最后更新于 2024年5月25日
- 发布于 2011年5月25日
- 作者：Mike Lee
- 点击数：368
课文朗读
课文讲解
Angela and Geoff are catching up over lunch: 安杰拉和葛若芙碰面吃午餐：
A: My dairy’s still in business, but I’m just not getting a big enough return for the amount of work I’m putting in.
我乳制品的生意还过得去，但是我所投入的时间却得不到相对的报酬。
G: Look, if you want to start turning over some real money, you have to develop your marketing concept.
这样说好了，如果妳想要开始赚大钱，就必须培养营销观念。
A: Sure, but how do I do that?
当然，但是我要如何作呢？
G: First of all, you need to know your target market. You have to advertise your product to the people who are going to buy it, right?
首先，妳需要了解妳的标的市场。妳必须登广告让那些想要买妳产品的人知道，对不对？
A: Yeah, what else?
嗯，还有呢？
G: Make some goals. You have to determine how much revenue your business needs to make, and then focus your strategy on meeting those demands.
设定一些目标。妳必须决定妳的生意需要赚多少钱，然后将妳的策略锁定在达到那些需求上。
A: Of course – otherwise my decision making’s too muddled because my priorities are never set.
当然──否则我会因为没有建立优先级，而使决定显得草率。
G: Exactly. And remember, no matter what direction you choose for your company to go, be organized and make sure that every aspect of the company works together.
完全正确。还有，记住，不管妳为公司决定什么方向，要有计划而且要确定公司的各方面都能互相配合。
A: How do I do that?
那我要怎么作呢？
G: By being aware of your business’s image, practicing consumerism and looking for signs of problems with your strategy – all at the same time.
同时注意你的商业形象，实行消费者保护措施，并以你的策略找出问题的征兆。
A: So, if I can market my product and coordinate my business’s operations, then I should turn a profit?
所以，如果我可以营销我的产品，并指挥调度生意上的运作，那么我应该可以获利？
G: Now you’re getting the hang of it.
现在你慢慢抓到窍门了。
Vocabulary
单词发音
catch up 了解近况; 叙旧
dairy [ˋdɛrɪ] n . 牛奶店，乳品店; 牛奶及乳品业
turn over 赚钱
revenue [ˋrɛvə͵nju] n. 收入，收益
muddled [ˋmʌd!d] adj. 混乱的
priority [praɪˋɔrətɪ] n. 优先考虑的事
aspect [ˋæspɛkt] n. 方面，观点
aware [əˋwɛr] adj. 意识到的﹐ 明白的﹐ 知道的[（+of）]
consumerism [kənˋsjumərɪzm] n. 保护消费者利益运动
get the hang of 【口】熟悉某物的用法; 掌握做某事的方法 to learn how to do something
Sentence of the Day
She's a big cheese.
她是个重要人物。
big cheese【俚】大人物; 【俚】愚蠢或粗鲁的男人; 傻瓜
课文讲解
Jane and Matt are talking over coffee: 珍和迈特一边喝咖啡，一边聊天：
J: My business is so small that I just don’t see how it can be competitive.
我的生意规模很小，我不知道它具有什么竞争力。
M: It’s tough competing with the likes of Nike, but it’s possible if you have the right product strategy.
像跟耐吉那样的大公司竞争是很难的，但如果你有正确的产品策略，那也不是不可能的。
J: Well what are my strategic options?
嗯，那我有什么策略选择？
M: You could try focusing on a narrow product line: running shoes for example.
妳可以尝试将焦点放在小范围的产品系列：例如运动鞋。
J: Or maybe I could create a special product-service package that provides extra service.
或者，我可以创造一个特别的产品服务，提供额外的服务。
M: Like free massages for your customers – that would be great!
例如为妳的顾客提供免费按摩──那一定很棒！
J: So I choose my business focus and then the money just comes rolling in?
所以，我选择营业目标，那么钱就会滚滚而来了喔？
M: It’s not quite that simple. Don’t forget that every product has a life cycle.
没那么简单。别忘了，每件产品都有一个寿命期。
J: But how does that affect my product strategy?
但是那为什么那会影响我的产品策略？
M: Well, you just have to plan around the times when your capital will be limited. In the introductory stage, you’ll have to spend a lot of money on advertising, but your sales figures won’t be that high.
嗯，资本会受限时，妳需要排定时间。在初步阶段，妳会花许多钱在广告上，但销售却达到同等的数字。
J: But once the growth stage sets in, the figures should be far more attractive.
但，一旦到了成长期，数字应该更吸引人。
M: Exactly. But later, when your product hits the maturity stage, the profits will decline again until you come up with something else to replace it.
一点都不错。但，之后，当妳的产品达到成熟阶段时，利润会再度下滑，直到妳想出一些东西去取代它。
J: Then we start all over again?
那么，我们要全部重新开始喔？
M: That’s business!
做生意就是这样子！
－by David Needham
Vocabulary
单词发音
competitive [kəmˋpɛtətɪv] adj. 具有竞争力的〔指比较便宜而质量不减的商品或价格〕
like [laɪk] n. 同样（或同类）的人（或事物）
strategy [ˋstrætədʒɪ] n.〔为实现某目标﹐尤指为战胜对手而制定的〕行动计划; 计谋﹐策略
focus [ˋfokəs] v. 使集中[（+on）]
roll in【口】滚滚而来
life cycle【生】生命周期; 盛衰周期
capital [ˋkæpət!] n. 资本；本钱
introductory [͵ɪntrəˋdʌktərɪ] adj. 介绍的,引导的,开端的
figure [ˋfɪgjɚ] n. 数字
set in 开始﹐ 来临 to begin to happen or be apparent
Sentence of the Day
She'll do well in the long run.
她到最后会做得好。
in the long run 从长远来看, 最后