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BBC隨身英語: 天下沒有免費的“贈品”

wzyxm 于2019-11-20發布 l 已有人瀏覽
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這期節目探討在哪些地方最有可能拿到免費的小樣,還會為大家介紹商家以激勵顧客消費為目的的常用營銷策略。
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广东36选7好彩3开奖奖金多少 www.oabxa.com Getting something for nothing

天下沒有免費的午餐

Everybody likes to get a freebie - something given to you to try for free. On my commute to work today I was offered a complimentary sample of washing powder and a bottle of new mineral water. Lucky me eh? Well it's not necessarily down to luck - where you can grab a freebie depends on a number of factors.

每個人喜歡贈品——供試用的免費物品。我今天在上班路上獲贈了一袋免費的試用裝洗衣粉和一瓶新品牌礦泉水。我好幸運,嗯?其實這也不是幸不幸運的事——能不能得到贈品取決于很多因素。

For businesses, giving out something for nothing is an important marketing technique. We might not give it much thought but they are keen to see our reaction and hear our feedback and ultimately make us buy more. But who they hear from is very crucial. They want to target the so-called trendsetters and influencers, in the hope that they will speak positively about the product and then sell more.

對商家來說,免費贈送是一種營銷手段。我們可能不會想那么多,但商家卻渴望看到我們對產品的反應和使用后的反饋,最終促成更大單的生意。但他們很看重給出反饋的顧客的身份。他們希望那些所謂的引領潮流者和具有影響力的人對產品給出積極評價,這樣一來產品銷量就會更好。

In the UK, the makers of an upmarket popcorn brand gave out free packets at London's Fashion Week to create a buzz about their product by fashionable people. A spokesman said "It's less about immediate increase in sales, and more about getting our product in the hands of people who will excitedly and personally engage in our brand and story."

英國的一家著名爆米花品牌在倫敦時裝周上免費發放爆米花,以此在時尚界人物當中造勢。該品牌發言人表示:“這不會立馬就提升我們的銷量,但我們的產品品牌和故事就能借這些人之手廣泛流傳開來。”

Living in a capital city certainly improves your chances of getting a freebie. Not only is the population larger but these places are often considered the trendsetter for retail purchases. So if you live in London, Paris or Beijing you'll probably see a new promotional campaign launched there first. The hope is that the fashionable city dwellers will try and like the new item and endorse it on social media. Eventually everyone around the country will know about it.

住在首都城市的話能提升獲取贈品的幾率。首都城市不僅人口多,而且這里商家多。所以,如果你住在倫敦,巴黎或者北京,就可能會首先遇到新的促銷活動。商家們希望這些能跟上時代潮流的居民來嘗試并且喜歡自己的新產品,從而在社交媒體上推廣。這樣一來,這個品牌就能最終享譽全國。

How businesses give away freebies is also of interest. According to behavioural economist Enrico Trevisan, they have three different approaches: "future selling, cross-selling and up-selling". The first is about giving something away assuming we will like it and buy more later. "With cross-selling, the company tries to gain new clients through an entrance product, with the intention of selling them additional products during their life cycle" and 'up-selling' happens when a basic version is given away for free but charges a client for more advanced and complete versions. Maybe you've experienced one of these approaches?

商家發放贈品的方式也很有趣。據行為經濟學家恩里科特·雷維桑所說,一共有三種發放方式:“遠期銷售,交叉銷售和追加銷售”。第一種方式是指先發放,并假設顧客喜歡從而購買更多。交叉銷售指商家試圖用產品開路以獲取更多的顧客,目的在于銷售額外的產品。追加銷售指的是商家免費發放基礎版本的產品,但借此銷售更高端和完善的產品?;蛐砟鬩燦齙焦餛渲幸恢窒鄯絞槳??

Of course a freebie is not actually free - someone has to pay for it and this usually comes from a firm's marketing budget which is funded by the products we buy - so the expression 'there's no such thing as a free lunch' could be true!

當然,贈品并不是真正免費的——總會有人需要為此買單,而商家用于發放贈品的市場預算就來源于此——所以“天下沒有免費的午餐”這句話所言非虛!

 

詞匯表

a freebie

贈品,免費品

complimentary

(公司)免費贈送的

marketing

銷售,營銷

feedback

反饋意見

trendsetter

引領潮流的人

influencer

(營銷)具有影響力的人

upmarket

高檔的,高端的

brand

品牌

create a buzz

制造話題

engage in

參與到……中

retail

零售

promotional campaign

促銷推廣活動

endorse

宣傳,推薦(產品)

future selling

遠期銷售

cross-selling

交叉銷售

up-selling

追加銷售

client

客戶

budget

預算

there's no such thing as a free lunch'

“天下沒有免費的午餐”,即世上沒有不勞而獲的事情

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