? 發問時間: 社會與文化語言 · 1 0 年前

翻譯 行銷管理學的一篇有名文章3

Uneconomic Man

Formerly, when goods tended to mean some essentials of food, clothing, and shelter, practical matters were very important. The consumer was apt to be an “economic man,” who was See Reuel Denney, “The Leisure Society,” HBR May-June 1959,p. 46; and August Heckscher and Sebastian de Grazia, “Problems in Review: Executive Leisure,” p.6, this issue more or less careful of how he distributed his pennies. To do this meant giving closer attention to the concrete value of what he bought, to the durability of the fabric, the quantity of the food, the sturdiness of the building materials. The philosophy of business was also oriented around these issues, with a few outstanding enterprises intent of creating an individuality of quality and a competitive price. The market place was largely occupied with the things sold and bought. These were often neither packaged nor advertised. Consumers were customers, not audiences.

The modern market place, which is exemplified so dramatically in the vast supermarket (food, drug, or furniture store), reminds us daily of the marketing revolution that has come about. There are frozen foods, precooked foods, plastic containers, and packages with ingenious (often insidious) opening devices.

In this new setting, what kind of man is the consumer? He is hardly an economic man-especially since there is considerable evidence that he does not buy economically. Indeed, he is often vague about the actual price he pays for something; he has few standards for judging the quality of what he buys, and at tines winds up not using it anyway!

This is not just a joke. American homes contain many things of unknown price-objects that are bought on time, appliances that would gather dust if not covered, unused basement workshops. Of course, these are extreme examples-they may even be gifts from hostile relatives, who always have furnished homes with undesirable objects. The point is that today, when people shop,

2 個解答

評分
  • 1 0 年前
    最佳解答

    不經濟的人

    以前,當貨物往往意味著一些必需品的食品,衣服和住所,實際問題是非常重要的。消費者是容易成為一個“經濟人”,誰是見流珥丹尼,“康樂協會,”哈佛商業評論 5月1959年6月,第46;和8月赫克歇爾和塞巴斯蒂安代格拉齊亞,“問題回顧:商務休閒,”小六,這個問題或多或少小心他如何分配他的便士。要做到這意味著給予密切關注具體的價值是什麼,他買的,到了織物的耐久性,數量的食物,堅固的建築材料。在哲學的生意也注重解決這些問題,只有少數優秀企業意圖創造一個個性品質和具有競爭力的價格。該市場主要是忙於出售和購買的東西。這些人往往沒有包裝也沒有公佈。消費者客戶,而不是觀眾。

    現代市場的地方,這是體現得那麼厲害在廣袤的超市(食品,藥物,或家具店),每天提醒我們的營銷革命的是這樣的。有冷凍食品,預煮食品,塑料容器,包裝與巧妙的(通常是陰險)開放設備。

    在這個新的環境,什麼樣的人是消費者?他是一個經濟人很難,尤其是因為有大量證據表明,他不買經濟。事實上,他常常是模糊的,他對實際支付的價格的東西,他也沒有太多的質量標準衡量他買什麼,在齒風為不使用它呢!

    這不僅是一個笑話。美國家庭有許多未知的東西價格上購買對象的時間,家電,將收集灰塵,如果不包括,未使用的地下室講習班。當然,這些都是極端的例子,他們甚至有可能從敵對親戚的禮物,誰總是不理想家園提供的對象。問題的關鍵是,今天,當人們購物,

  • 匿名使用者
    6 年前

    推薦你這家情趣用品

    http://xor.tw/4npg8

    各式各樣的名器自慰套都有,價錢公道 品質好

    是完全合格合法的情趣用品網站,

    所以你可以放心購買喔 非常的有保障

    而且滿1000 免運費 多種運送方式,

    定購後自行到全省OK.萊爾富.全家便利商店領貨,

    包裝隱密,絕對讓你物超所值

還有問題?馬上發問,尋求解答。