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1、www.XiYuS锡育软件I am a reformed marketer,and I now work in internationaldevelopment.我是一个营销改革家 我现在致力于国际拓展00:12In October,I spent some time in the Democratic Republic ofCongo,which is the second largest country in Africa.今年10月份,我在刚果民主共和国待了一段时间 它是非洲第二大的国家00:17In fact,its as large as Western Europe,but it
2、only has 300miles of paved roads.国土面积和西欧差不多 却只有300英里（约480公里）柏油路00:22The DRC is a dangerous place.那是个危险的地方00:29In the past 10 years,five million people have died due to awar in the east.近十年里,东部地区有500万人 死于战争00:31But war isnt the only reason that life is difficult in the DRC.但是战争不是当地人 生活艰难的唯一原因00:36The
3、re are many health issues as well.还有许多健康原因00:40In fact,the HIV prevalence rate is 1.3 percent among adults.事实上,艾滋病在成人中的 患病率为1.3%00:42This might not sound like a large number,but in a countrywith 76 million people,it means there are 930,000 that areinfected.这听起来不是一个很大的比率 但在一个仅有7600万人的国家 就意味着93万人被感染00
4、:47And due to the poor infrastructure,only 25 percent of thoseare receiving the life-saving drugs that they need.加之基础设施又非常落后 因此只有25%的患者 可以获得所需的药物00:56reformed:adj.改革过的;新教的/v.改革(reform的过去分词和过去式)marketer:n.贸易市场商人;市场营销人员 paved:铺砌面 prevalence:n.流行;普遍;广泛 infected:adj.被感染的/v.传染(infect的过去分词)life-saving:n.救
5、生/adj.救生的Which is why,in part,donor agencies provide condoms atlow or no cost.这也是为什么 部分捐赠机构提供免费或低价的 避孕套01:03And so while I was in the DRC,I spent a lot of time talking topeople about condoms,including Damien.因此我在那里的时候 花了大量时间和人们讨论避孕套的话题 包括和达米安01:09Damien runs a hotel outside of Kinshasa.达米安在金沙萨外经营着一家
6、酒店01:15Its a hotel thats only open until midnight,so its not a placethat you stay.它只营业到午夜 因此它不是一个过夜的地方01:18But it is a place where sex workers and their clients come.但却是性工作者和其客户光顾的地方01:22Now Damien knows all about condoms,but he doesnt sellthem.达米安很了解避孕套 却不销售01:26He said theres just not in demand.他说
7、因为没什么需求01:30Its not surprising,because only three percent of people inthe DRC use condoms.这并不奇怪 因为只有3%的当地人使用 避孕套01:32Joseph and Christine,who run a pharmacy where they sell anumber of these condoms,said despite the fact that donoragencies provide them at low or no cost,约瑟夫和克莉丝汀 经营着一家药房并且销售避孕套 他们说尽管捐
8、赠机构提供免费或者价低价的避孕套01:38and they have marketing campaigns that go along withthem,their customers dont buy the branded versions.同时还进行宣传活动 但是他们的客户却不买有商标的01:46donor:n.捐赠者;供者;赠送人/adj.捐献的;经人工授精出生的 agencies:n.代理;代理处(agency的复数)condoms:n.医避孕套;橡皮套(condom复数形式)Damien:n.达米安(“天魔”片中撒旦之子的名字)outside of:在的外面;超出的范围Josep
9、h:n.连帽大氅 pharmacy:n.药房；配药学，药剂学；制药业；一批备用药品 campaigns:n.活动;竞选(campaign的复数)/v.参加战役;参加竞选(campaign的第三人称单数形式)go along with:赞同;陪一起去 branded:adj.名牌商标的;打有烙印的;有斑纹的(等于brindled)/v.铭刻(brand的过去式和过去分词)They like the generics.他们喜欢没有品牌的01:52And as a marketer,I found that curious.作为一名营销人员我对此很好奇01:54And so I started to
10、 look at what the marketing looked like.因此我开始对营销进行观察01:57And it turns out that there are three main messages used bythe donor agencies for these condoms:fear,financing andfidelity.捐助机构在宣传他们的避孕套的时候 遵循三条主旨思想 恐惧,经济,忠诚02:00They name the condoms things like Vive,to live他们给避孕套起类似有活力的之类的名字02:11or Trust.或信任
11、02:15They package it with the red ribbon that reminds us of HIV,他们用红丝带包装 警示我们艾滋病毒 把它放入这TED演讲者：Amy Lockwood|艾米.洛克伍德演讲标题：Selling condoms in the Congo|在刚果销售避孕套内容概要：HIV is a serious problem in the DR Congo,and aid agencies have flooded the countrywith free and cheap condoms.But few people are using them
12、.Why?Reformed marketer AmyLockwood offers a surprising answer that upends a traditional model of philanthropy.(SomeNSFW images.)艾滋病在刚果民主共和国是个严重的问题，大批援助机构进入这个国家，带来了免费或者低价的避孕套却没有多少人使用，为什么?“营销改革家”艾米.洛克伍德提出了一个不同寻常的答案，颠覆了慈善事业的传统模式。（内含不适合工作场所的图片）They package it with the red ribbon that reminds us of HIV,p
13、ut it in boxes that remind you who paid for them,showpictures of your wife or husband and tell you to protect themor to act prudently.样的盒子中提醒你这是谁捐赠的 配有妻子或者丈夫的照片 告诉你要保护他们 或保持谨慎02:17Now these are not the kinds of things that someone isthinking about just before they go get a condom.这些事情可不是一个人去买避孕套之前 所
14、想的事情02:32(Laughter)What is it that you think about just before you geta condom?（笑声）那你们在得到避孕套前 都在想什么呢？02:37Sex!性！02:45And the private companies that sell condoms in these places,they understand this.在这些地区销售避孕套的私营公司 他们深知这一点02:48generics:n.非专利药物;通用术语(generic的复数)financing:n.融资;财务;筹措资金/v.筹措资金;财政管理;从事金融活动
15、(finance的ing形式)fidelity:n.保真度;忠诚;精确;尽责 Vive:adj.有生气的;活泼的/int.万岁 prudently:adv.谨慎地;慎重地condom:n.避孕套;阴茎套Their marketing is slightly different.他们的营销策略稍有不同02:53The name might not be much different,but the imagery sureis.名称也许没有太多不同 但是图标却不同02:56Some brands are aspirational,and certainly the packaging isinc
16、redibly provocative.有些牌子目标远大 同时包装设计极富煽动性03:00And this made me think that perhaps the donor agencieshad just missed out on a key aspect of marketing:understanding whos the audience.这就启发我思考 也许捐助机构恰恰没抓住 营销学上的一个要点:了解谁是你的客户03:07And for donor agencies,unfortunately,the audience tends tobe people that aren
17、t even in the country theyre workingin.遗憾的是,对于捐助机构来说 他们的客户 不是他们现在工作所在国的这些人03:17Its people back home,people that support their work,people like these.是在后方的人 是赞助他们的人 是这些人们03:24But if what were really trying to do is stop the spread of HIV,we need to think about the customer,the people whosebehavior ne
18、eds to change-the couples,the young women,the young men-whose lives depend on it.但是如果我们真正要做的 是阻止艾滋病的传播 那么我们就要考虑到客户 考虑到那些需要改变其行为的人-夫妻 年轻妇女,青年男子-考虑到那些以此为生的人03:31And so the lesson is this:it doesnt really matter what youreselling;you just have to think about who is your customer,and what are the messag
19、es that are going to get them tochange their behavior.因此关键在于:你卖的是什么东西并不重要 你要考虑的是谁是你的客户群 以及让他们做出改变 的原因是什么03:48imagery:n.像;意象;比喻;形象化 aspirational:adj.有雄心壮志的;(生活形态等)梦寐以求的/n.成功指南;处世自助手册provocative:adj.刺激的，挑拨的；气人的/n.刺激物，挑拨物；兴奋剂 tends:vi.趋向,倾向;照料,照顾/vt.照料,照管It might just save their lives.也许这样就能挽救他们的生命了。04:00Thank you.谢谢04:02(Applause)（掌声）04:04*Warning:本文是由生成导出，请用于个人学习，不要用于商业用途。否则，导致的一切法律后果，均由您个人承担，锡育软件概不负责。*