剑桥雅思13Test2阅读passage3真题+翻译（1）

剑桥雅思13Test2阅读passage3真题+翻译（1） 关于这个问题下面小编就来为各个考生解答下。

剑桥雅思13Test2阅读passage3真题+翻译

READING PASSAGE 3

You should spend about 20 minutes on Questions 27-40, which are based on Reading Passage 3 below.

MAKING THE MOST OF TRENDS

潮流的充分利用

Experts from Harvard Business School give advice to managers

哈佛商学院给经理人的建议

Most managers can identify the major trends of the day. But in the course of conducting research in a number of industries and working directly with companies, we have discovered that managers often fail to recognize the less obvious but profound ways these trends are influencing consumers’ aspirations, attitudes, and behaviors. This is especially true of trends that managers view as peripheral to their core markets.

大部分经理人能够辨识出下最主要的流行趋势。但在对一系列产业的调研及与商家的直接合作当中,我们却发现,对于潮流在影响消费者的追求、态度和行为方面的一些不明显却深选的方式,经理人却通常意识不到。那些在经理人眼中与核心市场毫无关联的潮流，更是容易被无视。

Many ignore trends in their innovation strategies or adopt a wait-and-see approach and let competitors take the lead. At a minimum, such responses mean missed profit opportunities. At the extreme, they can jeopardize a company by ceding to rivals the opportunity to transform the industry. The purpose of this article is twofold: to spur managers to think more expansively about how trends could engender new value propositions in their core markets, and to provide some high-level advice on how to make market research and product development personnel more adept at analyzing and exploiting trends.

很多人在创新策略中无视趋势的存在,或采取一种“观望”的态度,让他们的竟争对手先行尝试。往小了说,这种反应会错失盈利良机。往大了说,他们这是在将重塑产业的良机拱手让给竞争对手。本文的目的有二:开阔经理人的思路,启发他们思考潮流如何在核心市场中创造新的价值增长点;针对市场调研组和产品开发部门如何更熟练地分析与挖掘潮流提出一些高层的建议。

One strategy, known as 'infuse and augment’，is to design a product or service that retains most of the attributes and functions of existing products in the category but adds others that address the needs and desires unleashed by a major trend. A case in point is the Poppy range of handbags, which the firm Coach created in response to the economic downturn of 2008. The Coach brand had been a symbol of opulence and luxury for nearly 70 years, and the most obvious reaction to the downturn would have been to lower prices. However, that would have risked cheapening the brand’s image. Instead, they initiated a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times. Using these insights, Coach launched the lower-priced Poppy handbags, which were in vibrant colors, and looked more youthful and playful than conventional Coach products. Creating the sub-brand allowed Coach to avert an across-the-board price cut. In contrast to the many companies that responded to the recession by cutting prices, Coach saw the new consumer mindset as an opportunity for innovation and renewal.

策略一:“融汇与扩张”,指设计的产品服务能够化保留现有产品范畴内的属性与功能,但也加入其他一些属性与功能以满足主流趋势的需求和欲望。以2008年经济萧条时期Coach公司旗下的新系列Poppy手包为例。70年来, Coach都是华贵的象征,而应对经济萧条最自然的反应就是折价处理。但是这样会使品牌形象廉价化。而Coach在消费者调查报告中发现,消费者迫不及待地想让自己和这个国家都摆脱萧条的困境。有了这样的观察, Coach发布了一款价格更低的Poppy手包系列,与经典款的Coach产品相比,这些手包颜色亮丽,年轻又充满趣味。Coach用创造全新的子品牌成功避免了全线降价。相比某些公司用打折处理来应对萧条, Coach抓住了消费者的心理,以此为契机,抓住机会实现革新。

A further example of this strategy was supermarket Tesco’s response to consumers’ growing concerns about the environment. With that in mind, Tesco, one of the world’s top five retailers, introduced its Greener Living program, which demonstrates the company’s commitment to protecting the environment by involving consumers in ways that produce tangible results. For example, Tesco customers can accumulate points for such activities as reusing bags, recycling cans and printer cartridges, and buying home-insulation materials. Like points earned on regular purchases, these green points can be redeemed for cash. Tesco has not abandoned its traditional retail offerings but augmented its business with these innovations, thereby infusing its value proposition with a green streak.

超市品牌Tesco对消费者日益增长的环保意识的应对是该策略另一个有力的证明。考虑到消费者的环保意识,作为全球第五大零售商的Tesco超市发起了“绿色生活”活动,吸引消费者参与创造一些活动来产生实实在在的结果,以彰显品牌对于环境保护的投入。比如Tesco的消费者可以通过一些活动来积攒积分,如反复利用袋子、回收易拉罐和墨盒、购买居家保温材料等。和其他普通购物所获得的积分一样,绿色积分也能兑换现金。Tesco没有放弃自己的零售服务,但通过这些创新扩大了自己的业务范围,为产品的价值增长注了一丝绿色环保的元素。

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