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DanCobley_2010G-_物理学教我市场营销_
So I work in marketing, which I love, but my first passion was physics, a passion brought to me by a wonderful school teacher, when I had a little less gray hair. 我现在从事我所喜爱的市场营销工作, 但是我的第一爱好曾经是物理学, 这种热情是一个很棒的教师带给我的 那时我有一点点灰色头发。
passion:n.激情;热情;酷爱;盛怒;
So he taught me that physics is cool because it teaches us so much about the world around us. 所以他教给我 物理学是很酷的 因为它可以教给我们很多很多关于我们周围世界的事情。
And I'm going to spend the next few minutes trying to convince you that physics can teach us something about marketing. 接下来我要花上几分钟的时间要你们相信 物理学可以教给我们一些关于市场营销的知识。
convince:v.使确信;使相信;说服,劝说;
So quick show of hands -- who studied some marketing in university? 那么很快的举一下手-- 有谁在大学里学习过市场营销？
Who studied some physics in university? 有谁在大学里学习过物理学？
Ooh, pretty good. And at school? 哦,很好。有谁在高中学过？
Okay, lots of you. 好,很多人。
So, hopefully this will bring back some happy, or possibly some slightly disturbing memories. 所以,希望这会让我们重获一些快乐, 或者可能是一些有点不安的回忆。
slightly:adv.些微地,轻微地;纤细地; disturbing:adj.引起烦恼的;令人不安的;v.打扰;干扰;搅乱;使不安;(disturb的现在分词)
So, physics and marketing: 所以,关于物理学和市场营销:
We'll start with something very simple, Newton's Law: "The force equals mass times acceleration ." 我们要从一些简单的开始,牛顿第二定律: “合外力等于质量乘以加速度。”
mass:n.块,团; adj.群众的,民众的; v.聚集起来,聚集; acceleration:n.加速,促进;[物]加速度;
This is something that perhaps Turkish Airlines should have studied a bit more carefully before they ran this campaign. 这是一些或许是土耳其航空公司 本应稍微多仔细学习的东西 然后,他们再进行竞选。
Turkish:adj.土耳其的;土耳其人的,土耳其语的;突厥诸语言的;n.土耳其语; Airlines:n.航空公司(airline的复数);航空业;
(Laughter) （笑声）
But if we rearrange this formula quickly, we can get to acceleration equals force over mass, which means that for a larger particle, a larger mass, it requires more force to change it's direction. 但是如果我们重新快速的排列这个公式, 我们可以得到加速度等于合外力除以质量, 这就是说 对于一个较大的颗粒,质量越大, 它就越需要更多的外力来改变运动方向。
rearrange:v.重新排列;重新整理; formula:n.公式; adj.(赛车)方程式的(指赛车要符合规定的体积,重量及汽缸容量等);
It's the same with brands . 品牌也是一样。
brands:n.品牌;烙印(brand的复数);v.加商标于;铭刻于(brand的第三人称单数);
The more massive a brand, the more baggage it has, the more force is needed to change its positioning. 品牌的规模越大,包袱越大, 这就需要更多的力量来改变它的定位。
massive:adj.大量的;巨大的,厚重的;魁伟的; baggage:n.行李;[交]辎重(军队的);
And that's one of the reasons why 这就是为什么
Arthur Andersen chose to launch Accenture rather than try to persuade the world that Andersen's could stand for something other than accountancy . 阿瑟.安德森选择开创埃森哲（一家跨国公司） 而不是试图说服世界 安德森可以代表除了会计学以外的其他事物 的原因之一。
launch:v.发射(导弹,火箭等); n.发射; persuade:v.说服;劝说;使信服;使相信; accountancy:n.会计工作;会计学;会计师之职;
It explains why Hoover found it very difficult to persuade the world that it was more than vacuum cleaners, and why companies like Unilever and P&G keep brands separate, like Oreo and Pringles and Dove rather than having one giant parent brand. 这解释了为什么胡佛 发现很难让世界相信 他的公司不仅仅生产真空吸尘器, 也解释了为什么像联合利华和宝洁这样的公司 一直将品牌分割开来, 例如奥利奥、普林格和德芙 而不是有一个很大的母品牌。
Hoover:vi.胡佛电动吸尘;n.胡佛电动吸尘器; vacuum:n.真空; adj.真空的; v.用真空吸尘器清扫; Oreo:n.奥利奥(商标名);讨好白人的黑人; Pringles:n.品客薯片; Dove:n.鸽子;鸽派人士;v.潜水(dive的过去式); giant:n.巨人;伟人;巨兽;adj.巨大的;特大的
So the physics is that the bigger the mass of an object the more force is needed to change its direction. 所以物理学就是,一个物体的质量越大 就需要越多的力量 来改变它的运动方向。
The marketing is, the bigger a brand, the more difficult it is to reposition it. 市场营销是,品牌越大, 越难将它重新定位。
reposition:vt.使复位;改变…的位置;使变换阵地;n.复位;贮藏;放回;
So think about a portfolio of brands or maybe new brands for new ventures . 所以思考一系列的品牌 或者可能是为新的投机活动设计的新的品脾。
portfolio:n.公文包;文件夹;证券投资组合;部长职务; ventures:n.合资企业(venture的复数); v.敢尝试,冒险一试(venture的第三人称单数);
Now, who remembers Heisenberg's uncertainty principle ? 现在,谁记得海森堡的不确定原理？
uncertainty:n.不确定,不可靠; principle:n.原理,原则;主义,道义;本质,本义;根源,源泉;
Getting a little more technical now. 现在说一些有点技术性的东西。
technical:adj.工艺的,科技的;技术上的;专门的;
So this says that it's impossible, by definition , to measure exactly the state, i.e., the position, and the momentum of a particle, because the act of measuring it, by definition , changes it. 那么是这样的 就定义本身而言,是不可能 准确测量一个粒子的状态,比如,位置, 以及它的动量, 因为按照定义,测量这个动作就在改变这个粒子。
definition:n.定义;清晰度;(尤指词典里的词或短语的)释义;解释; momentum:n.势头;[物]动量;动力;冲力;
So to explain that -- if you've got an elementary particle and you shine a light on it, then the photon of light has momentum, which knocks the particle, so you don't know where it was before you looked at it. 所以为了解释它--如果有一个基本粒子, 你将一束光照向它, 那么这束光的光子就有动量, 就会敲击这个粒子, 所以你不知道在你看到它之前它在什么位置。
elementary particle:n.基本粒子; photon:n.[物]光子;辐射量子;见光度(等于lightquantum);
By measuring it, the act of measurement changes it. 通过测量粒子, 测量的行为改变了它。
measurement:n.测量;度量;长度;
The act of observation changes it. 观察的行为改变了它。
observation:n.观察;观测;监视;(尤指据所见、所闻、所读而作的)评论;
It's the same in marketing. 市场营销也是一样。
So with the act of observing consumers , changes their behavior. 使用通过观察消费者,改变他们行为的做法。
observing:adj.观察的;注意的;观察力敏锐的;v.观察;遵守(observe的现在分词); consumers:n.消费者;顾客;用户;(consumer的复数)
Think about the group of moms who are talking about their wonderful children in a focus group , and almost none of them buy lots of junk food . 想一下有一群母亲 她们在一个焦点小组中谈论她们出色的孩子, 而且几乎没有人购买大量的垃圾食品。
focus group:n.民意调查: junk food:垃圾食物;华而不实的东西;
And yet, McDonald's sells hundreds of millions of burgers every year. 迄今为止,麦当劳每年卖出成千上万的汉堡包。
burgers:n.汉堡包(burger的复数);
Think about the people who are on accompanied shops in supermarkets, who stuff their trolleys full of fresh green vegetables and fruit, but don't shop like that any other day. 想一下那些在超级市场附属商店的人们 他们将他们的购物车 放满新鲜的绿色蔬菜和水果, 但是没有像其他时候那样购物。
accompanied:v.陪同;陪伴;与…同时发生;为…伴奏;(accompany的过去式和过去分词) stuff:n.东西:物品:基本特征:v.填满:装满:标本: trolleys:n.手推车(trolley的复数形式);
And if you think about the number of people who claim in surveys to regularly look for porn on the Web, it's very few. 如果你想一想这些 在调查中声称 经常在网上寻找色情电影的人, 人数其实不多。
claim:v.要求;声称;需要;认领;n.要求;声称;索赔;断言;值得; surveys:n.调查(survey的复数); regularly:adv.经常地;有规律地;定期的 porn:n.淫秽作品;色情书刊(或音像制品等)(等于pornography);
Yet, at Google , we know it's the number-one searched-for category . 迄今为止,我们知道谷歌是搜索类网页的第一名。
Google:谷歌;谷歌搜索引擎; category:n.种类,分类;[数]范畴;
So luckily, the science -- no, sorry -- the marketing is getting easier. 所以很幸运的是,科学-- 不,不好意思,市场营销变得越来越容易了。
Luckily, with now better point-of-sale tracking , more digital media consumption , you can measure more what consumers actually do, rather than what they say they do. 幸运的是,现在拥有更好的销售网点追踪, 以及更多的数字媒体的消费, 你可以更好地估量消费者实际在干什么, 而不是他们说他们在干什么。
tracking:n.追踪,跟踪;v.跟踪;(track的现在分词) digital:adj.数字的;手指的;n.数字;键; media:n.媒体;媒质(medium的复数);血管中层;浊塞音;中脉; consumption:n.消费;消耗;肺痨;
So the physics is, you can never accurately and exactly measure a particle, because the observation changes it. 所以物理学是 你永远不可能准确的、确切的 测量一个粒子, 因为观查会改变它。
accurately:adv.精确地,准确地;
The marketing is -- the message for marketing is -- that try to measure what consumers actually do, rather than what they say they'll do or anticipate they'll do. 市场营销是,市场营销所带来的信息是, 试图估量出消费者确实在做什么, 而不是他们说他们要做什么 或者预期他们要做的事情。
anticipate:v.预期,期望;占先,抢先;提前使用;
So next, the scientific method, an axiom of physics, of all science -- says you cannot prove a hypothesis through observation. 所以接下来,所有科学的方法, 也就是物理学的一个原理-- 认为你不能通过观察证明一个假设。
scientific:adj.科学的,系统的; axiom:n.[数]公理;格言;自明之理; hypothesis:n.假设;
You can only disprove it. 你只能反驳这个假设。
disprove:vt.反驳,证明…是虚假的;
What this means is you can gather more and more data around a hypothesis or a positioning, and it will strengthen it, but it will not conclusively prove it. 这就是说,你可以收集越来越多 关于一个假说或者一个假设的资料和数据, 这会巩固这个假说,但是它不会最终证明它。
conclusively:adv.最后地;决定性地;
And only one contrary data point can blow your theory out of the water. 只要有一个相反的数据点 就可以使你的理论灰飞烟灭。
contrary:adj.相反的;对立的;adv.相反地;n.相反;反面;
So if we take an example -- 所以如果我们举个例子--
Ptolemy had dozens of data points to support his theory that the planets would rotate around the Earth. 托勒密有很多数据点可以支持他的理论 行星可以绕着地球旋转。
rotate:v.旋转;转动;轮换;使…轮流;
It only took one robust observation from Copernicus to blow that idea out of the water. 哥白尼只需要一个强有力的观察 就能推翻这个观点。
robust:adj.强健的;健康的;粗野的;粗鲁的; Copernicus:n.哥白尼(波兰天文学家);
And there are parallels for marketing. 这和市场营销有些许相似之处。
parallels:n.平行线; v.使…成平行;
You can invest for a long time in a brand, but a single contrary observation of that positioning will destroy consumers' belief. 你可以在一个品牌上投资很长一段时间, 但是对这个定位的一个相反的观察结果就 会摧毁消费者的信念。
invest:v.投资;(把资金)投入;投入(时间、精力等);授予;
Take BP. 举个英国石油公司（BP）的例子。
They spent millions of pounds over many years building up its credentials as an environmentally friendly brand, but then one little accident. 他们很多年来花费数百万英镑 证明自己是一个对环境无害的品牌, 然后就出了一点小事故。
credentials:n.[管理]证书; v.得到信用; environmentally friendly:adj.对环境无害的;保护生态环境的;
Think about Toyota. 想一下丰田。
It was, for a long time, revered as the most reliable of cars, and then they had the big recall incident. 很久以前,这是个被人尊崇为 最可信赖的汽车, 然后他们就出现了一个很大的召回事件。
revered:v.崇敬,尊崇,敬畏(revere的过去式和过去分词); reliable:adj.可信赖的;可依靠的;真实可信的;可靠的; recall:v.记起;回想起;使想到;勾起;召回;n.记忆力;记性;回归请求;回收令;
And Tiger Woods, for a long time, the perfect brand ambassador . 泰格.伍兹,曾在很长一段时间里, 被认为是最完美的品牌代表。
ambassador:n.大使;代表;使节;
Well, you know the story. 恩。你知道他的故事的。
(Laughter) 笑声
So the physics is that you cannot prove a hypothesis, but it's easy to disprove it. 所以物理学是 你不能证明一个假说, 但是很容易就可以推翻它。
Any hypothesis is shaky . 任何的假说都是不可靠的。
shaky:adj.摇晃的;不可靠的;不坚定的;
And the marketing is that not matter how much you've invested in your brand, one bad week can undermine decades of good work. 市场营销是 无论你在你的品牌上投资了多少, 倒霉的一周可以削弱几十年的好成果。
invested:v.投资;投入;(invest的过去分词和过去式) undermine:vt.破坏,渐渐破坏;挖掘地基;
So be really careful to try and avoid the screw-ups that can undermine your brand. 所以要非常仔细的尽量避免一团糟的局面 它能削弱你的品牌效应。
screw-ups:n.一团糟;混乱的状况;犯错误的人;
And lastly, to the slightly obscure world of entropy , the second law of thermodynamics . 最后,说一下熵（物理热学名词）的较为模糊的世界, 热力学的第二定律。
obscure:n.朦胧; adj.无名的; v.使模糊; entropy:n.[热]熵(热力学函数); thermodynamics:n.热力学;
This says that entropy, which is a measure of the disorder of a system, will always increase. 定律认为熵, 是一个衡量系统紊乱的方法, 这个量会一直增加。
disorder:n.混乱;骚乱;vt.使失调;扰乱;
The same is true of marketing. 市场营销也是一样。
If we go back 20 years, the one message pretty much controlled by one marketing manager could pretty much define a brand. 如果我们退回20年, 一个市场营销经理可以基本控制的一个消息 就可以基本上定义一个品牌。
define:v.定义;使明确;规定;
But where we are today, things have changed. 但是今天我们所处的位置,事情已经改变了。
You can get a strong brand image or a message and put it out it out there like the Conservative Party did earlier this year with their election poster . 你可以得到一个强有力的品牌形象 或者一个信息 然后将它展出,就像保守党 今年早些时候所做的选举海报一样。
Conservative Party:n.保守党(英国主要政党之一,尤其信奉自由企业制度及产业私有化); poster:n.海报;巨幅装饰画;发布消息的人;
But then you lose control of it. 但是那时你就失去了对它的控制。
With the kind of digital comment creation and distribution tools that are available now to every consumer, it's impossible to control where it goes. 因为即使现在每个消费者都可以享用 数字评论设计和分销工具, 你根本不可能控制局势的走向。
creation:n.创造,创作;创作物,产物; distribution:n.分布;分配;分发;分销;
Your brand starts being dispersed . 你的品牌效应开始被减弱。
dispersed:adj.散布的;被分散的;被驱散的;v.分散;传播(disperse的过去分词);
(Laughter) 笑声
It gets more chaotic . 局势变得越来越混乱。
chaotic:adj.混沌的;混乱的,无秩序的;
(Laughter) 笑声
It's out of your control. 情况已经失控。
(Laughter) 笑声
I actually saw him speak. He did a good job. 我确实看到过他讲话。他干的不错。
But while this may be unsettling for marketers , it's actually a good thing. 但是对商人来说,他们有些不安, 但这的确是件好事情。
unsettling:adj.使人不安的;(消息)扰乱的;v.动乱不定;心绪不宁(unsettle的现在分词) marketers:n.卖主;市场营销者(marketer的复数);
This distribution of brand energy gets your brand closer to the people, more in with the people. 品牌能量的分散 使你的品牌更贴近大众, 更加受大众的欢迎。
It makes this distribution of energy a democratizing force, which is ultimately good for your brand. 能量的分配是一个民主的力量, 最终它会对你的品牌有好处的。
democratizing:民主化; ultimately:adv.最终;最后;归根结底;终究;
So, the lesson from physics is that entropy will always increase; it's a fundamental law. 所以,从物理学当中吸取的经验是 熵这个量会一直增强;这是一个基本的定律。
fundamental:n.基础; adj.十分重大的;
The message for marketing is that your brand is more dispersed. 从市场营销里得到的讯息是,你的品牌已经越来越弱。
You can't fight it, so embrace it and find a way to work with it. 你不能与之相抗衡,那么就接受这个事实 然后找到可以解决的方法。
embrace:n.拥抱,怀抱;v.拥抱;乐意采纳(思想、建议等);信奉;包括;
So to close, my teacher, Mr. Vutter, told me that physics is cool, and hopefully, I've convinced you that physics can teach all of us, even in the world of marketing, something special. 那么临近尾声, 我的老师,瓦特先生,告诉我 物理学很酷 希望,我已经让大家相信 物理学可以教给我们所有的人,即使是市场营销,一些有用的东西。
convinced:adj.坚信; v.使确信; (convince的过去分词和过去式)
Thank you. 谢谢。
(Applause) （掌声）