世界500强CEO访谈 第5期:沃尔玛李.斯科特 告诉顾客,我们很努力(2)

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　　斯科特：类似于儿童用安抚奶嘴或咀嚼玩具的东西，它们在有的国家被禁用而在我们的国家却没有被禁用为什么一定要等到这种事情发生了才那样做呢?那些花费并不多，所以我们为什么不用正确的方法把它做好呢?这就是我们现在正在做的事情，我们并没有向供应商拖压，我们是希望他们这样做。

　　Reporter:How does that work?

　　记者：效果怎样呢?

　　Scott:We bring them in and we very nicely talk to them about what it is we're trying to accomplish，what they are doing in their company. P&G [Procter&Gamble] is already doing a lot of work with cold-water Tide, and they're doing a lot of work in concentrateing the soap to a third of the size it was. It will take a third of the transportation costs,a third of the packaging. It doesn't mean that you resolve all the environmental issues.What it does mean is that the things you're buying every day can be better for the environment. I've not had a supplier yet that's said,we're not going to do this;we think it's wrong. People are pushing us too hard. The truth is if the customer wants Tide and Tide comes in a 50 gallon barrel,that's what we're going to sell.between us and P&G we can figure out how to make that a smaller package with the same effectiveness，same number of uses. We can promote it and help convince the customer that it has the same value that the bigger bottle did, then together we can have an impact.

　　斯科特：我们邀请他们来，然后跟他们进行很友好的谈话，说明我们正在试图取得的成绩和他们公司正在做的事情宝洁公司已经对冷水汰溃作了很多尝试，他们也正在努力将肥皂的大小变成其原来的1/3，这将会减少1/3的运费和1/3的包装。当然这并不代表已经解决了所有环境问题，但是它代表我们每天买到的东西对环境的负面影响降低了迄今为止我还没有听到一个供应商说不想那样做，那样做是错误的等等人们在很努力地推动我们的工作前进。事实是，如果顾客想要买汰渍，我们卖的就是50加仑一桶的但是，我们和宝洁公司应该计算出怎样才能够使小容量的包装发挥相同的效用_我们能够推动这样的进展并且使顾客相信这与大容量包装的价值是一样的，这样联合起来，我们就会产生影响。

　　Reporter:Have you studied whether your customers will pay a premium¹ for what is called green and how much?

　　记者：你研究过，顾客们是否愿意为保护环境而多付钱呢?愿意多付多少钱呢?

　　Scott:We haven't studied it. But we put product out that is green and has a premium and it just doesn't do well in our stores. I think there are probably stores, Whole Foods for example, where the greener it is the more people are willing to pay.

　　斯科特：我们并没有调查过这个问题。但是我们把环保产品放到货架上，因为加价，所以这些产品较贵一些，在我们的商店里销售得并不太好_我想，可能会有那样的商店，比如全食超市，商品越环保.人们越愿意买。

　　Reporter:Did you say, though, that people were buying the more expensive lightbulbs instead of the traditional ones?

　　记者：您的意思是，人们现在更愿意买昂贵的灯泡而不是那种传统的灯泡，是吗?

　　Scott:But, they save money.

　　斯科特：但是长期来看它们更省钱。

　　Reporter:How are you going to reach out to the customers you targeted through your marketing²?

　　记者：在市场营销的过程中，您将怎样得到理想中的顾客呢?

　　Scott:You know what? I'm not a big fan of marketing.I mean, I think the guy Wal一Mart has running marketing is briallian and a great find. I think at Wal-Mart Stores with 137 million customers that you put the right sweater in the right colors at the right price out there, you will sell that sweater. Marketing doesn't need to do anything other than to help understand who the customer is, customer insights³, understand the individual stores so that you put those sweaters in the right kind of stores.

　　斯科特：你知道吗?我并不是一个超级市场营销迷。我是说，沃尔玛公司中负责市场营销的人是很聪明的，这是一个伟大的发现。我认为在拥有1.37亿顾客的沃尔玛商店中，如果能够把一件颜色搭配很好的毛衣摆在合适的位置，贴上合适的价签，那我们就能够将其卖出去做市场营销就是要知道我们的顾客是谁，了解顾客的眼光，了解每一个商店的特点，那样我们才能够将合适的毛衣放到合适的商店中去。

　　Reporter:Why don't you think Wal-Mart gets more credit for some of the really great stuff it does?

　　记者：您认为沃尔玛由于做了很多好事而得到好评吗?

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