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23、**market rebel
【marketrebel如何影响公司的marketing 】 一屏半, 没什么难词.
p1: 作者说大家都忽视了activist对businessinnovation的推动作用. p2: 举了2个例子说明,第一个是讲1900s的personal computing刚出来的时候大家都不接受, 后来过了xx年之后, 在一堆activist的宣传下, 电脑开始被大家接受. 而这些activist实际跟公司没有任何关系,只是喜欢电脑,认为电脑好,所以推广电脑,说服更多人用. 第二个讲1970s的gasoline car,他家没做开拓市场的举措.是一堆人的environmentalmovement pavethe way p3: 又是一个例子,貌似是1930年左右的gasoline car.也是actist帮忙推广的..
Question
1. 第一段的作用, provides key factors that influence business innovations. 第1段最后一句话circular11770 2. 文章主旨:成功depend on market rebel(当某些东西创新出来了,一般大众并不接受。但是rebel人这些抛弃传统的兄弟们就可以了) 3. "environmental movement" highlight了,问作用?选促进那个car流行(circular11 770) 4. personal 和gasoline这两个例子的共同点是什么。 depend on market rebel 5.类比,问哪些情况符合这种market rebel的条件 选了一个跑步运动在全国的普遍开展促进了一种新跑鞋的销售。 6. 说在automobile这个问题上, market rebel们没有做到哪一点? computer companies and gasoline companies没做什么,lz选他们一开始不需要自己搞一大堆marketing promotions (circular11770) 7.高亮,说现在 cars became a social fact?(缺信息)车已经不被Public反对了V44
[考古] JJ 月讀24 Market Rebel 原文~ 求確認(基本吻合原文) For example, nearly all of the technical aspects associated with personal computing were available by 1972, but the PC didn’t take off until a few years later when hobbyists, rebelling against centralized computing, organized groups such as the Homebrew Computer Club. Theseclubs were spawning grounds for actors—such as inventors, founders of companies like Apple, and developers of programs and games—who collectively established the market for personal computers and eventually stimulated the entry of larger companies. Similarly,the hybrid car succeeded partly because marketrebels in the environmental movement paved the way byarousing collective enthusiasm for “green” causes among consumers and regulators. Ford didn’t need to, because a social movement powered by automobile clubs comprising car enthusiasts played a central role in legitimating the automobile and presenting it as a modern solution to the problem of transportation. These enthusiasts (primarily doctors and other professionals) were rebels who floued convention, abandoned the horse-drawn carriage for the automobile, and sought to popularize its use. Neither sponsored nor financed by car manufacturers, the clubs were both social in nature and focused on improving quality, shielding car owners from legal harassment 扰乱, and promoting the construction of good roads. Club involvement enabled members to construct an identity built around a new consumer role. By 1901, 22 clubs had mushroomed in cities from Boston to Newark to Chicago.
In addition to working with state governments to draft laws licensing cars and mandating speed limits, automobile clubs organized reliability contests that pitted cars against one another in endurance, hill climbing, and fuel-economy runs. Each contest—a cool mobilization if there ever was one—was widely viewed as a test that proved to audiences that the automobile was reliable. The first reliability contest was in 1895; by 1912 the contests were discontinued because organizers recognized that the automobile hadbecome a social fact. |
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