按键盘上方向键 ← 或 → 可快速上下翻页，按键盘上的 Enter 键可回到本书目录页，按键盘上方向键 ↑ 可回到本页顶部！
————未阅读完？加入书签已便下次继续阅读！
s have been on the plus side。 〃If you don't know jewelry； know your jeweler〃 makes sense whether you are buying the whole business or a tiny diamond。
Ike Friedman 不但是个优秀的商人、表演者，更是品格高尚的人，买下这家店时，我们没有查帐，事后所有的惊奇完全都是正面的，有句话说不懂珠宝没有关系，但你一定要有认识的珠宝商，这句话真的好有道理，不管是你要买一颗小小的钻石或是要买下一整家店都一样。
A story will illustrate why I enjoy Ike so much： Every two years I'm part of an informal group that gathers to have fun and explore a few subjects。 Last September； meeting at Bishop's Lodge in Santa Fe； we asked Ike； his wife Roz； and his son Alan to e by and educate us on jewels and the jewelry business。
有一段故事可以说明为何我个人如此喜爱Ike，每两年我都会参加一个非正式的聚会，大家一起同乐并探索新事物，去年九月，在圣塔菲与主教会面，我邀请Ike跟他的太太与儿子为大家讲解珠宝。
Ike decided to dazzle the group； so he brought from Omaha about 20 million of particularly fancy merchandise。 I was somewhat apprehensive … Bishop's Lodge is no Fort Knox … and I mentioned my concern to Ike at our opening party the evening before his presentation。 Ike took me aside。 〃See that safe？〃 he said。 〃This afternoon we changed the bination and now even the hotel management doesn't know what it is。〃 I breathed easier。 Ike went on： 〃See those two big fellows with guns on their hips？ They'll be guarding the safe all night。〃 I now was ready to rejoin the party。 But Ike leaned closer： 〃And besides； Warren；〃 he confided； 〃the jewels aren't in the safe。〃
Ike为了加深大家的印象，所以特地从奥玛哈带了总值超过2；000万美元的各式珠宝，当时我个人有点担心，因为主教的住所并非像福克斯堡那般坚固，所以当晚在活动开始之前，我特别向Ike表达个人的关切，Ike把我拉到一旁说，看到那保险箱没？？ 下午时我们早已掉过包，所以根本没有人可能分得清真或假，听到这话，我放心多了，Ike接着又说，看到旁边那两个腰配枪枝的彪形大汉没？？ 他们会整晚守护着这只保险箱，正当我舒口气准备会到宴会中时，Ike小声说到更重要的，真正的珠宝并不在保险箱里！
How can we miss with a fellow like that … particularly when he es equipped with a talented and energetic family； Alan； Marvin Cohn； and Don Yale。
我们怎么能够错过这样一号人物呢？？ 尤其是当他背后还有一个兼具才能与活力的家族。
At See's Candies we had an 8％ increase in pounds sold； even though 1988 was itself a record year。 Included in the 1989 performance were excellent same…store poundage gains； our first in many years。
喜斯糖果去年糖果的销售磅数再创新高，比前一年度又增加了8％，而且单店的平均销售磅数经过好几年来，首次呈现正成长。
Advertising played an important role in this outstanding performance。 We increased total advertising expenditures from 4 million to 5 million and also got copy from our agency； Hal Riney & Partners； Inc。； that was 100％ on the money in conveying the qualities that make See's special。
广告在这家杰出的企业中扮演着很重要的角色，去年我们的广告预算从原先的400万增加到500万美元，透过我们的广告代理商Hal Riney 将钱百分之百花在传达喜斯糖果之所以能够如此特别的品质之上。
In our media businesses； such as the Buffalo News； we sell advertising。 In other businesses； such as See's； we are buyers。 When we buy； we practice exactly what we preach when we sell。 At See's； we more than tripled our expenditures on newspaper advertising last year； to the highest percentage of sales that I can remember。 The payoff was terrific； and we thank both Hal Riney and the power of well…directed newspaper advertising for this result。
在我们的媒体事业，像是水牛城报纸，我们贩售广告，在其它的事业，像是喜斯糖果，我们是广告客户，反而变成买主，然而当我们买广告时，我们做事的方式跟我们当初在卖广告的诉求是一致的，去年喜斯糖果在报纸广告上的花费增加了有三倍之多，是我印象之中占营业额的最高比例，不过所得到的回报却更是惊人，对于能有这样的成绩，我们相当感谢Hal Riney与报纸的宣传效果。
See's splendid performances have bee routine。 But there is nothing routine about the management of Chuck Huggins： His daily involvement with all aspects of production and sales imparts a quality…and…service message to the thousands of employees we need to produce and distribute over 27 million pounds of candy annually。 In a pany with 225 shops and a massive mail order and phone business； it is no small trick to run things so that virtually every customer leaves happy。 Chuck makes it look easy。
喜斯杰出的表现好象变得很自然，但Chuck Huggins的管理却绝对不是侥幸，每天他都全心全意专注于生产与销售各个环节，将品质与服务的观念传达给公司上上下下几千位员工，每年销售超过2；700万磅的糖果，在一家拥有225家店面，再加上一个邮购与电话中心，要让每个客户都能够满心欢喜的离去，实在不是一件简单的事，不过这差事到了Chuck的手上，总是让人感觉轻松自在。
o The Nebraska Furniture Mart had record sales and excellent earnings in 1989； but there was one sad note。 Mrs。 B … Rose Blumkin； who started the pany 52 years ago with 500 … quit in May； after disagreeing with other members of the Blumkin family/management about the remodeling and operation of the carpet department。
内布拉斯加家具店的业绩与盈余在1989年又创新高，但是这伴随着一项坏消息，52年前以500美元创立这家店的B太太，由于与家族其它成员在内部改装与地毯部门的营运上意见不合，在五月决定离职。
Mrs。 B probably has made more smart business decisions than any living American； but in this particular case I believe the other members of the family were entirely correct： Over the past three years； while the store's other departments increased sales by 24％； carpet sales declined by 17％ （but not because of any lack of sales ability by Mrs。 B； who has always personally sold far more merchandise than any other salesperson in the store）。
B太太可能是现存美国人中最聪明的生意人，但在这件事上我却必须站在家族其他成员的这一边，过去三年来，当店内其它部门营收平均成长24％之时，地毯销售却减少17％，（这并不是代表B太太的销售技巧退步，因为她个人卖的商品绝对比店内其它营业员要多的多）。
You will be pleased to know that Mrs。 B continues to make Horatio Alger's heroes look like victims of tired blood。 At age 96 she has started a new business selling … what else？ … carpet and furniture。 And as always； she works seven days a week。
大家应该很高兴B太太让Horatio Alger笔下的英雄看起来像是浴血奋战后的失败者，以96岁的高龄，她却执意再另创新事业，而且还是一样，卖家具跟地毯，同样地，每个礼拜工作七天。
At the Mart Louie； Ron； and Irv Blumkin continue to propel what is by far the largest and most successful home furnishings store in the country。 They are outstanding merchants； outstanding managers； and a joy to be associated with。 One reading on their acumen： In the fourth quarter of 1989； the carpet department registered a 75。3％ consumer share in the Omaha market； up from 67。7％ a year earlier and over six times that of its nearest petitor。
在原来的家具店，B太太的子孙们还是继续支撑这家全美最大也最成功的家具事业，他们实在是相当优秀的生意人，管理者，跟他们一起相处实在是很愉快的一件事。有一件事可以显示他们的聪明才智，在1989年第四季，地毯部门在奥玛哈地区的市场占有率从前一年度的67。7％增加到75。3％，相当于第二名竞争者的六倍。
NFM and Borsheim's follow precisely the same formula for success： （1） unparalleled depth and breadth of merchandise at one location； （2） the lowest operating costs in the business； （3） the shrewdest of buying； made possible in part by the huge volumes purchased； （4） gross margins； and therefore prices； far below petitors'； and （5） friendly personalized service with family members on hand at all times。
NFM与波仙遵循的是相同的成功模式（1）商品种类齐全、应有尽有（2）营运成本极低（3）大量采购进货成本低（4）毛利高但售价因销量压低（5）亲切的服务与家族式的管理。
Another plug for newspapers： NFM increased its linage in the local paper by over 20％ in 1989 … off a record 1988 … and remains the paper's largest ROP advertiser by far。 （ROP advertising is the kind printed in the paper； as opposed to that in preprinted inserts。） To my knowledge； Omaha is the only city in which a home furnishings store is the advertising leader。 Many retailers cut space purchases in 1989； our experience at See's and NFM would indicate they made a major mistake。
另外提供一则新闻插播，NFM在1989年增加20％的报纸广告量，依旧是当地报纸的最大广告客户，（ROP是指印在报纸上的广告，与事先印好的夹报有别），就我所知，奥玛哈是唯一一个以家具业者为最大报纸广告客户的地区，许多客户在1989年都大砍广告量，但是就我们在喜斯糖果与NFM的经验来说，这实在是个天大的错误。
The Buffalo News continued to star in 1989 in three important ways： First； among major metropolitan papers； both daily and Sunday； the News is number one in household penetration … the percentage of local households that purchase it each day。 Second； in 〃news hole〃 … the portion of the paper devoted to news … the paper stood at 50。1％ in 1989 vs。 49。5％ in 1988； a level again making it more news…rich than any parable American paper。 Third； in a year that saw profits slip at many major papers； the News set its seventh consecutive profit record。
水牛城日报在1989年有三点特别值得一提，首先在所有主要的都会报纸中（不管是平时或是假日），水牛城的家庭渗透率是最高的（即当地家庭每天订购报纸的户数），第二是新闻比率（报纸所有版面中，新闻所占的比率），相较于1988年的49。5％，1989年则是50。1％，这比率代表水牛城报纸的新闻内容要比其它同类型的报纸要来的丰富许多，第三在同业获利频频下滑之际，水牛城的获利连续第七年成长。
To some extent； these three factors are related； though obviously a high…percentage news hole； by itself； reduces profits significantly。 A