The question “how does the customer buy?” was fairly easy to answer in this case: the electrical contractor buys through specialty wholesalers.

就这个例子而言，“顾客如何购买？”的问题也很容易回答：电气设备承包商都向专业批发商采购。

But the question of how best to reach him was hard — indeed, today, after almost ten years of operations, the company is still undecided and is still trying out various methods such as salesmen or manufacturer's agents.

至于接触到这批顾客的最佳途径是什么，则很难回答——的确，在公司运营10年后，他们仍然迟疑不决，不断尝试各种不同的销售方式，例如雇佣推销员冲刺业绩，或通过代理商销售。

It has tried to sell direct to the contractor — by mail or out of central sales warehouses of its own.

他们曾经尝试通过邮购或各地的仓储中心，直接把产品卖给工程承包商。

It has tried something never attempted before in the industry: to advertise its products directly to the public so as to build up ultimate-consumer demand.

他们也尝试过业界从未尝试的做法：直接诉诸大众，打广告、直接宣传自己的产品，希望建立起最终顾客的需求。

These experiments have been successful enough to warrant the suspicion that the first supplier who finds a way around the traditional wholesaling organization of the industry with its high distributive expenses will sweep the market.

这些实验证实了过去的猜测：舍得花大钱在传统批发系统中打开一条路的供应商，将会在市场上大获全胜。

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REFERENCE:

• customer 顾客
• fairly easy 很容易
• case 例子
• electrical contractor 电气设备承包商
• buy 购买，采购
• specialty wholesaler 专业批发商
• reach 接触
• indeed 的确
• operation 运营
• undecided 迟疑不决的
• try out 尝试
• various methods 不同的方式
• salesman 推销员
• manufacturer's agent 代理商
• direct 直接
• mail 邮购
• central sales warehouse 仓储中心
• industry 业界
• advertise 打广告
• directly 直接
• public 大众
• so as to 希望，为了，使得
• build up 建立
• ultimate-consumer demand 最终顾客的需求
• experiment 实验
• successful 成功的
• warrant the suspicion 证实猜测
• supplier 供应商
• traditional wholesaling organization 传统批发系统
• high distributive expenses 花大钱，高额营销费用
• sweep the market 在市场上大获全胜，横扫市场

本文内容来源参考书籍《管理的实践》

The Practice of Management

Peter F. Drucker

* 本书为第一部从实际执行层面立论的管理学书籍，第一部兼顾管理现有企业和创新未来企业的著作