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TPO12 Lecture 2
Business
Professor：Ok, as we’ve talked about a key aspect of running a successful business is knowing, um, getting a good sense of what the customer actually wants, and how they perceive your product. So with that in mind, I want to describe a very simple method of researching customer preference, and it is becoming increasingly common, it's called----MBWA----which stands for managing by wandering around. Now, MBWA, that's not the most technical sounding name you've ever heard, but it describes the process pretty accurately. Here is how it works.
Basically, Um, the idea is that business owners or business managers just go out and actually talk to their customers, and learn more about how well the business is serving their needs, and try to see what the customer experiences,because that's a great way to discover for yourself, how your product is perceived, what the strengths and weaknesses are, you know, how to you can improved it that sort of thing, you know Dortans, they make soup and can vegetables and such. Well, the head of the company, had Dortans’ topped executives walk around supermarkets, um, asking shoppers what they thought of Dortans’ soup, and he use the data to make changes to the company's product, I mean, when Dortans of all the companies, embraces something as radical as MBWA, it really show you how popular the theory has become, yes,Lisa?
Student A：But this is dangerous to base decisions on information from a small sample of people? Is it large scale market research safer getting data on a lot of people?
Professor：That's a good question, and well I don't want to pretend that W… MBWA is some sort of, um, replacement for other methods of customer research. Now,the market research data definitely can give you a good idea of, um, of the big picture, but MBWA is really useful kind of filling in the blanks, you know, getting a good underground sense of how you products you use, and how people need respond to them, and Yes, the numbers of opinion you get is small so you do need to be careful, but, good business managers will tell you that the big fear they have an.. .and one of the most frequent problems they come across is well becoming out of touch with what their customers really want and need,you know surveys and market research stuff like that, they can only tell you so much about what the customers actually want in their day-to-day lives.Managing by wandering around on the other hand, that get you in there give you a good sense about what customers needs so. So when use combination then, MBWA and market research were the powerful tools. Oh, here is another example for you, um, see you executive for a clothing manufacture. It was, um,Lken, Lken jeans you know, they went in work in the store for a few days,selling Lken's cloths. Now that give them a very different idea about their product, they saw how people responded to it; they could go up to customers in the store asked questions about it, yes Mike?
Student B：Well, I would think that a lot of customers will be bothered by, you know, if I'm shopping, I don't know if I want some business representatives coming up to me and asking me questions, it's.. It's like when I got phone call at home from marketing researchers, I just hang up them
Professor：Oh, well, it's certainly true that well no one likes getting calls at home from market researchers or people like that, but I will tell you something. Most customers have exact opposite reaction when they comes to MBWA. Now,don't ask me why, because I really have no idea, but the fact is that customers tend to respond really well to MBWA, which is the key reason for a success.In fact, the techniques of MBWA works so well, they have actually been extended to all kinds of different contacts like politics for instance, Um, a few years back, the major of Botamore, Um.. I can guess its name is Shapher or something like that. Anyway, he decided that the best way to serve the people of the city, of his city, was actually get out there in it and experience the things that they experienced, so he right around the city in, you know, all parts of it, and he see all the prattles; he see how the trash was sometimes, um, not pick up but off side the street and then they go back to the office and they write these memos, and these memos to stuff about the problems he had seen, and how they needed to be fixed, you know that sort of thing, but the thing is he got all the information just by going around and seeing the different Botamore neighborhoods and talking to the people in them, and he called it--- small politics, we'd call it MBWA, or just, playing good customer service.
《商学》
教授：好。我们之前谈到了做一笔成功的生意的重要方面就是知道 嗯，就是了解客户的需要，和了解他们如何看待你的商品的。那么，关于这个概念，我想要描述一个非常简单的关于受众喜好的调查方法，而且这个方法越来越普遍，它叫做 MBWA，意思是“漫游式管理(managing by wandering around)”，那么 MBWA，可能对你来说，它听上去技术性不是很强，但它其实比较准确地形容了整个过程。它是这么起作用的：基本上，商人或者商业管理者，他们就直接到外面去跟客户谈话，去了解自己的商业机构是否满足了他们的需求，而且试着发掘客户都经历了什么。因为这对于你自己来说，是个非常好的办法去了解自己的产品如何被客户看待的。它的优势和劣势是什么，你知道的 如何去改进它，等等。你们知道 Dalton 公司吧，他们制造汤和蔬菜罐头那样的产品。这个公司的领导，让 Dalton 的高层行政人员在超市里走来走去，去询问客户觉得 Dalton 公司的汤怎么样，而他则把这些数据用来改进公司的产品。我的意思是，连Dalton 这种公司都接受了 MBWA 这种近乎激进的东西，足可以显示出这个理论的受欢迎程度。好的，Lisa,请讲?
学生1：但是把决策建立在少数人组成的样本之上，会不会有点太危险了?大规模的市场调查不是更保险吗，从大量人身上获得数据?
教授：这个问题提的很好。我不想假装 MBWA 可以替代其他的调查方式，一个市场调查肯定能给你一个更全面的视角，但 MBWA 在填补空白的时候的确非常有用，你知道，一种暗访意义上揭示你的产品如何被使用，人们对它的反映如何。但的确，访问的人数有限，所以要格外小心。但是，一个好的商业管理者会告诉你，他们最担心的东西，也是频繁出现问题的东西，就是跟客户的真正需要发生脱节。这些民意调查，市场调查，它们只能告诉你客户在日常生活中的需求;漫游式的管理方式却实实在在告诉了你客户想要什么。所以应当联合使用这些方法，MBWA 和市场调查都是有用的工具。再举个例子。一个服装制造业的高级管理人员们，Elken 服装，Elken 牛仔裤听说过吧?他们甚至在商店里工作了几天，销售 Elken 服装。这个经历使得他们对自己产品的看法发生了一个非常大的转变。他们亲眼看到了人们对产品的反应。他们可以直接在店里走到客户面前问问题。好，Mike，请讲?
学生2：但我觉得客户应该不太乐意 比如我吧，我可不喜欢在我买东西的时候冒出来一个高层人员问我问题。
教授：人们当然都不喜欢在家接到市场调查之类的电话。但实话告诉你吧，大多数客户在MBWA 的过程中反应恰恰相反。别问我为什么，因为我也不知道，事实是，客户通常对 MBWA的反映还不错，这也是它成功的一个主要原因。事实上，因为 MBWA 技术实在太好，它甚至延伸到了其他的领域，比如政治。前几年，巴尔的摩市市长，他好像叫，嗯，Shapher 还是什么 不管怎样，他决定服务市民的最好方式，就是到城市里去，去经历市民们在经历的事。所以他在城市的各个地方转了个遍，他看到了所有路面坑坑洼洼的地方，还有路边上没有被捡起来的垃圾，然后他回到了办公室把这些写进了备忘录里，这些备忘录是用来记录他发现的问题，和员工们如何解决这些问题。但他这些信息的获取，仅仅是靠在城市里瞎逛，看看不同的社区，和跟市民们谈话。他管这个方法叫“智慧策略”，而我们叫它 MBWA，或者只是“在客户服务中游刃有余”。
以上就是托福听力TPO12原文中Lecture 2的文本内容，希望大家能够用心体会，更多TPO文本内容小编稍后为您呈现。最后，小编祝大家在托福考试中取得好成绩！
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