High price may actually be value — as in expensive perfumes, expensive furs or exclusive gowns.
有时候，高价本身实际上正代表了某种价值——例如名贵的香水、昂贵的毛皮或华丽的礼服。
Finally, what about such concepts of value on the part of the customer as the service he receives?
最后，对顾客而言，有时候，顾客所得到的服务也代表了某种价值。
There is little doubt, for instance, that the American housewife today buys appliances largely on the basis of the service experience she or her friends and neighbors have had with other appliances sold under the same brand name.
例如，毋庸置疑，今天美国家庭主妇购买家电的时候，主要都参考朋友或邻居购买同一种品牌时所得到的售后服务如何。
The speed with which she can obtain service if something goes wrong, the quality of the service and its costs have become major determinants in the buyer's decision.
例如电器出现故障的时候，能多快获得维修服务，服务品质如何，需要花多少钱，这些都是主要的决定因素。
indeed, what the customer considers value is so complicated that it can only be answered by the customer himself.
的确，顾客对于价值的看法十分复杂，只有顾客自己才能回答这个问题。
Management should not even try to guess at it — it should always go to the customer in a systematic quest for the answer.
企业管理层甚至不应该试图对其进行猜测，应该以系统化的方式直接向顾客探询真正的答案。
REFERENCE:
- high price 高价
- actually 实际上
- value 价值
- expensive 名贵的，昂贵的
- perfume 香水
- fur 毛皮，皮草
- exclusive 华丽的，高档的
- gown 礼服
- finally 最后
- concept 概念
- customer 顾客
- service 服务
- receive 得到，获得
- little doubt 毋庸置疑
- for instance 例如
- American housewife 美国家庭主妇
- appliance 家电
- largely 主要
- on the basis of 基于，依据
- experience 经验
- neighbor 邻居
- brand 品牌
- speed 速度
- obtain 获得
- go wrong 出现故障
- quality 品质
- cost 花费
- major determinants 主要的决定因素
- buyer 买方
- decision 决定
- indeed 的确
- consider 认为
- complicated 复杂的
- management 企业管理层
- guess at 猜测
- systematic quest 系统化的探询
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
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