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Incidentally, the best way to find out is to ask customers, not by questionnaires but by, again, sitting down with them and finding out. The most successful retailer Iknow in the world is not one of the big retail chains. It is somebody in Ireland, a small country about the size of Slovenia. This particular company is next door to Great Britain with its very powerful supermarkets and all of them are also in Ireland; and yet this little company has maybe 60% of the sandwich market. What do they do? Well, the answer is that the boss spends two days each week in one of his stores serving customers, from the meat counter to the check-out counter, to being the one who puts stuff into bags and carries it out to the shoppers’ And he knows what the customers pay for. Let me say this may all sound very simple to you. It is not. It is infinitely more important than any other management tool.


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  • sayshe
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ちなみに、(顧客があなたの商品を買う理由を)発見する最もよい方法は、顧客に尋ねることです、アンケートによるのではなく、やはり、彼らといっしょに座って、(その理由を)発見することなのです。 私が知っている世界で最も成功した小売業者は、大きい小売チェーンの1つではありません。 それは、スロベニアと同じほどの大きさの小国、アイルランドのある業者です。この特定の会社は、英国に隣接していて、とても強力なスーパーマーケットを持ち、それらの全てが、また、アイルランドにあります;しかし、この小さな会社は、サンドイッチ市場の恐らく60%を押さえています。 彼らは、何をするのでしょうか? さて、答えは、社長が、彼の店の一つで週のうち二日過ごして顧客にサービスするのです、精肉売り場からレジ、そして、商品を袋に入れて、買い物客に渡す店員の仕事をしているのです。だから、彼は、顧客が何に対してお金を払うのかについてわかっています。 これがすべてあなたにはとても単純に聞こえるかもしれないと言わせてください。 しかし、そうではありません。 それは、他のどの管理ツールよりも無限に重要なのです。





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  • 英文和訳をお願いします。

    This man saw this first and built a very big and successful business on it. There is a simple rule: every small to its being a huge big multinational, every executive spent four weeks-two time two-outside the company. Wherever a salesman went on vacation, an executive took his or her place for two weeks, twice a year, and called on customers and sold to customers and introduced new products into the hospital market. As a result, that company understood the rapidly changing market. It is not because it had reports (everybody had the same reports ), but because it spent some time with the hospital administrator who actually made the buying decisions. And so: make sure you know the market.  

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