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A Brief History of Black Boxes 黑匣子简史: assage
A Brief History of Black Boxes 黑匣子简史: assage
com
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least four others, and will no longer visit the specific store. For 野顾客把自己的经历当作故事讲述伤害了商家但取悦了消费
every dissatisfied customer, a store will lose up to three more 者袁冶维德集团总裁保拉窑科特尼说道袁野商家失去了客户袁但顾客也
due to negative reviews. The resulting 野snowball effect冶 can be 得另找一家商铺遥 冶
disastrous to retailers. 平均而言袁 每一个有不愉快购物经历的顾客至少会向四个人
According to the research, shoppers who purchased clothing 诉说他们的遭遇袁并且再也不会光顾那家商店遥 每一个不满意的顾
encountered the most problems. Ranked second and third were 客所带来的负面评价会使一家商店额外失去三个潜在顾客遥 这样
grocery and electronics customers. 的野雪球效应冶会给零售商店造成很严重的问题遥
The most common complaints include filled parking lots, 研究显示袁购买衣服的顾客遇到的问题最多袁其次是买杂货的
cluttered ( 塞 满 了 的 ) shelves, over鄄loaded racks, out鄄of鄄stock 顾客袁然后是买电子产品的顾客遥
items, long check鄄out lines, and rude salespeople. 导致顾客不满尧抱怨的最常见的原因包括没有空余的停车位尧
During peak shopping hours, some retailers solved the 货架上东西堆得太满尧缺货尧结账等待时间太长尧售货员态度粗鲁
parking problems by getting moonlighting ( 业 余 兼 职 的 ) local 等遥
police to work as parking attendants. Some hired flag wavers to 在购物高峰期袁 一些零售商会雇用当地警察做兼职停车服务
direct customers to empty parking spaces. This guidance 员来帮助顾客解决停车问题遥 有些会专门雇人挥舞手中的旗帜袁提
eliminated the need for customers to circle the parking lot 示顾客哪里有停车的空位遥 这种停车引导服务可以使顾客不用在
endlessly, and avoided confrontation between those eyeing the 停车场不停兜圈寻找停车位袁 也避免了那些看到同一个停车位的
same parking space. 顾客间可能产生的冲突遥
Retailers can relieve the headaches by redesigning store 零售商可以采取一些措施来缓解这些让顾客头疼的问题袁如
layouts, pre鄄stocking sales items, hiring speedy and experienced 改造商店的布局袁提前存储货品袁雇用手脚麻利有经验的收银员袁
cashiers, and having sales representatives on hand to answer 派出销售代表随时解答顾客的问题遥
questions. 最重要的是袁销售人员需要有较强的交际能力袁而且能够礼貌
Most importantly, salespeople should be diplomatic and 地对待生气的顾客遥
polite with angry customers. 野与态度不友好的商家相比袁反应迅速尧态度友善的商家更容
野Retailers who蒺re responsive and friendly are more likely to 易解决问题冶袁斯蒂芬窑霍奇教授说道遥 野或许仅仅是在商店门口安
smooth over issues than those who aren蒺t so friendly,冶 said 排一个人对来往客人打声招呼也会起作用遥 冶
Professor Stephen Hoch. 野Maybe something as simple as a 消费者也可以采取措施改善以后的购物体验遥 他们可以直接
greeter at the store entrance would help.冶 向商家投诉袁而不是到处散布自己不愉快的经历遥 零售商如果不知
Customers can also improve future shopping experiences by 道自己到底错在哪儿是很难改善他们的服务的遥
filing complaints to the retailer, instead of complaining to the
rest of the world. Retailers are hard鄄pressed to improve when Passage 5
they have no idea what is wrong.
Global Warming Promises to Become a Large and
高质量的客服离不开客户本身和零售商的努力 Gushing Source of National Hypocrisy
Global warming may or may not be the great environmental
很多人宣扬要为顾客提供高质量的服务袁 但实际上让顾客满 crisis of the 21st century, but要regardless of whether it is or
意是说起来容易做起来难遥 isn蒺t要we won蒺t do much about it. We will argue over it and
顾客很少直接向零售店的经理或店主投诉袁 而是会将他们不 may even, as a nation, make some fairly solemn鄄sounding
要以及任
愉快的购物经历告诉他们的朋友尧亲戚尧同事尧陌生人要要 commitments to avoid it. But the more dramatic and
何愿意听他们抱怨的人遥 meaningful these commitments seem, the less likely they are to
维德集团和沃顿商学院共同开展的一项研究显示袁 商店经理 be observed.
常常是最后一个听到顾客抱怨的人袁 而且只有当他们的老顾客开 Al Gore calls global warming an 野inconvenient truth,冶 as if
始频频光顾他们的竞争对手的时候他们才会发现顾客对他们的不 merely recognizing it could put us on a path to a solution. But
满遥
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the real truth is that we don蒺t know enough to relieve global 消耗和温室气体排放渊主要是CO2冤到2050年将会增长42%遥 但是肯
warming, and要without major technological breakthroughs要we 定不止这个数字袁因为日渐富裕的社会会消耗掉更多的能源遥 我们
can蒺t do much about it. 需要经济增长袁 除非我们要让全球的贫困人口永远保持目前的贫
From 2003 to 2050, the world蒺s population is projected to 困状态袁并且使其他人的生活水平也停滞不变遥 只消适度的增长袁
grow from 6.4 billion to 9.1 billion, a 42% increase. If energy 到2050年能源消耗量和温室气体排放量就会达到两倍有多遥
use per person and technology remain the same, total energy 没有哪个政府会对经济增长和个人自由渊限制电力的使用袁驾
use and greenhouse gas emissions (mainly, CO2) will be 42% 驶和旅游冤 采取严格的限制令袁 虽然这样的限制可以缓解全球变
higher in 2050. But that蒺s too low, because societies that grow 暖遥 即便事实如此袁执政者们还是想表明他们在野采取措施冶遥 就拿
richer use more energy. We need economic growth unless we 叶京都议定书曳来说吧袁它允许其成员国惩罚非成员国遥 但是它并没
condemn the world蒺s poor to their present poverty and freeze 有起到减少二氧化碳的排放量渊自从1990年以来上升了25%冤的作
everyone else蒺s living standards. With modest growth, energy 用袁并且袁许多签字国并没有采取足够严格的政策来尽力完成他们
use and greenhouse emissions more than double by 2050. 所制定的2008-2012年度的目标遥
No government will adopt rigid restrictions on economic 比较实际的结论是袁如果全球变暖是一个潜在的灾难袁那么唯
growth and personal freedom (limits on electricity usage, driving 一的解决办法就是新技术遥 只有积极进取的研究开发项目才可能
and travel) that might cut back global warming. Still, politicians 会找到办法打破我们对于化石燃料的依赖袁 或者找到应对这一难
want to show they蒺re 野doing something.冶 Consider the Kyoto 题的办法遥
Protocol (京都议定书). It allowed countries that joined to punish 有关全球变暖的争论的难题是袁它已经成为了一个道德问题袁
those that didn蒺t. But it hasn蒺t reduced CO2 emissions (up about 而其实它只是一个工程技术上的问题遥 使人感到麻烦的事实是袁如
25% since 1990), and many signatories ( 签 字 国 ) didn蒺t adopt 果我们不解决这个技术问题袁那么我们就无计可施了遥
tough enough policies to hit their 2008-2012 targets.
The practical conclusion is that if global warming is a Passage 6
potential disaster, the only solution is new technology. Only an
aggressive research and development program might find ways
Privacy Lost: Does Anybody Care?
Someday a stranger will read your e鄄mail without your
of breaking our dependence on fossil fuels or dealing with it.
permission or scan the Websites you蒺ve visited. Or perhaps
The trouble with the global warming debate is that it has
someone will casually glance through your credit card purchases
become a moral problem when it蒺s really an engineering one.
or cell phone bills to find out your shopping preferences or
The inconvenient truth is that if we don蒺t solve the engineering
calling habits.
problem, we蒺re helpless.
In fact, it蒺s likely some of these things have already
happened to you. Who would watch you without your
全球变暖很可能成为各国伪善之托
permission? It might be a spouse, a girlfriend, a marketing
全球变暖有可能是21世纪巨大的环境危机袁也有可能不是袁但 company, a boss, a cop or a criminal. Whoever it is, they will
要无论它是或不是要要
是要要 要我们都对此无能为力遥 我们会争论不 see you in a way you never intended to be seen要the 21st
休袁作为一个国家袁或许会做出一些听起来相当严肃的承诺来避免 century equivalent of being caught naked.
这一危机遥 但是这些承诺看起来越是令人印象深刻尧越是有意义袁 Psychologists tell us boundaries are healthy, that it蒺s
就越是不太可能被遵守遥 important to reveal yourself to friends, family and lovers in
阿尔窑戈尔渊Al Gore冤称全球变暖是一个野使人感到麻烦的事 stages, at appropriate times. But few boundaries remain. The
实冶袁 似乎只要认识到它的存在就可以把我们带往一条解决问题的途 digital bread crumbs (碎屑) you leave everywhere make it easy
径上去遥 但是真正的事实是袁我们没有掌握足够的知识去缓解全球 for strangers to reconstruct who you are, where you are and
要若没有重大的技术突破要要
变暖袁并且要要 要我们对此也束手无策遥 what you like. In some cases, a simple Google search can
据估计袁从2003年到2050年袁全球人口会从64亿增长到91亿袁 reveal what you think. Like it or not, increasingly we live in a
增长42%遥 如果人均能源消耗和技术保持不变的话袁那么总的能源 world where you simply cannot keep a secret.
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existing or minimally upgraded (升级) systems. The more students the world,冶 said Salman Amin, the company蒺s head of global
who enroll in a course but don蒺t come to campus, the more the marketing. Amin believes there is no corner of the world that
school saves on keeping the lights on in the classrooms, paying can resist the charms of a Frito鄄Lay potato chip.
doorkeepers, and maintaining parking lots. And, while there蒺s Frito鄄Lay is the biggest snack maker in America, owned by
evidence that instructors must work harder to run a DL course PepsiCo, and accounts for over half of the parent company蒺s 溢3
for a variety of reasons, they won蒺t be paid any more, and billion annual profits. But the U.S. snack food market is largely
might well be paid less. saturated, and to grow, the company has to look overseas.
Its strategy rests on two beliefs: first, a global product
凤凰城大学的火爆 offers economies of scale with which local brands cannot
不管用什么标准来衡量袁 网络教育都在快速发展遥 短短几年 compete, and second, consumers in the 21st century are drawn
间袁美国34%的大学都已开始提供某种形式的远程学习遥 而在那些 to 野global冶 as a concept. 野Global冶 does not mean products that
规模较大的学校里袁提供网络教育的占几近90%遥 如果你还不相信 are consciously identified as American, but ones that
网络教育如此火爆袁那你可能没有听说过凤凰城大学遥 该大学颁发 consumers要especially young people要see as part of a modern,
的学位完全是通过网络教学提供的遥 学校招生人数达9万袁这个数 innovative ( 创 新 的 ) world in which people are linked across
字使其号称是美国最大的私立大学遥 cultures by shared beliefs and tastes. Potato chips are an
虽然网络课程提供的教学形式会各不相同袁 但远程学习通常 American invention, but most Chinese, for instance, do not
都表现为这样一种课程院教师将课程大纲尧阅读作业及课程进度安 know that Frito鄄Lay is an American company. Instead, Riskey,
排在网站上公布袁学生通过电子邮件提交作业遥 一般来说袁学生与 the company蒺s research and development head, would hope they
教师面对面的交流降低到最低程度袁甚至完全没有遥 associate the brand with the new world of global
初看起来袁这种教育形式吸引学生之处似乎显而易见遥 首先袁 communications and business.
网络课程声称可以给学生带来一大方便院就像有人说的那样袁你可 With brand perception a crucial factor, Riskey ordered a
以穿着睡衣学习遥 但也有数字显示袁 由于要求学生付出的努力减 redesign of the Frito鄄Lay logo (标识冤. The logo, along with the
少袁导致学生对学习不够用心投入遥 美国大学一年级学生辍学率为 company蒺s long鄄held marketing image of the 野irresistibility冶 of
20%左右袁而网络学生辍学率为35%遥 学生自己似乎也了解这种教 its chips, would help facilitate the company蒺s global expansion.
育形式本身固有的一些欠缺遥 在为康奈尔在线渊康奈尔大学远程教 The executives acknowledge that they try to swing national
育学院冤做的一次调查中袁预计在线课程的质量与在校课程的质量 eating habits to a food created in America, but they deny that
一样好的受访者不到三分之一遥 amounts to economic imperialism. Rather, they see Frito鄄Lay
显然袁从学校的角度来说袁远程教育可以节省大笔资金遥 虽然 as spreading the benefits of free enterprise across the world.
一些规模更大的课程需要斥资增加新的服务器尧 扩建网络来支持 野We蒺re making products in those countries, we蒺re adapting them
配套的软件袁 但大部分远程教育课程可以在现有的或稍加升级的 to the tastes of those countries, building businesses and
系统上运行遥 报考该校却不来校园上课的学生越多袁学校在用于教 employing people and changing lives,冶 said Steve Reinemund,
室照明尧 支付看门人及维护停车场的费用上就可以节省越多遥 而 PepsiCo蒺s chief executive.
且袁虽然有证据显示袁因各种原因袁为了开设远程教育课程教师得
更辛苦地工作袁但是袁他们得到的报酬并不会更多袁而可能会更少遥 炸薯条:
主宰全球的武器
乐事薯片的厚度只有0.05英寸袁呈浅浅的金黄色袁带有完美的
Passage 8 马鞍形状的弧度袁它似乎不像是一种能够主宰全球的食品遥 但是这
种薯条的生产商Frito鄄Lay却不这么认为遥 公司的全球市场营销部
Potato Chip: A Weapon for Global Domination 门经理Salman Amin说院野炸薯条是全世界人都吃的小吃食品遥 冶他
Just five one鄄hundredths of an inch thick, light golden in
还认为袁全世界没有哪个角落能够抵挡住Frito鄄Lay薯片的诱惑遥
color and with a perfect 野saddle curl,冶 the Lay蒺s potato chip
Frito鄄Lay是百事可乐公司麾下美国最大的小吃食品生产商袁
seems an unlikely weapon for global domination. But its maker,
利润占母公司30亿美元年利润的一半多遥 但是美国的小吃食品市
Frito鄄Lay, thinks otherwise. 野Potato chips are a snack food for
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Sport Terms
体育竞技术语
野Tear 蒺em apart浴 冶 野Kill the fool浴 冶 野Murder the referee (裁 野撕碎他们浴 冶野那傻子去死吧浴 冶野杀死裁判浴 冶
判冤浴 冶 这些都是我们在各种体育赛事上经常听到的话遥 这些话说出
These are common remarks one may hear at various 口的时候可能并没有恶意袁但我们不要自欺欺人遥 我们知道袁这些
sporting events. At the time they are made, they may seem 言语会影响人们的行为并酿成真正的流血事件遥 已经有好几本书
innocent enough. But let蒺s not kid ourselves. They have been 论述言语对我们的影响遥 据表明袁具有某些含义的词语可能会使人
known to influence behavior in such a way as to lead to real
产生一些反应袁 而我们认为这些反应是违背我们正常的人性化行
bloodshed. Volumes have been written about the way words 为的遥 我本人认为野对手冶这一词语就是具有此类倾向的袁也许是时
affect us. It has been shown that words having certain 候要把野对手冶这个词从体育竞技的术语中删除掉了遥
connotations (含义) may cause us to react in ways quite foreign 野对手冶这个词的字典意思是野反对的人冶袁野敌人冶袁野与你利益
to what we consider to be our usual humanistic behavior. I see 相对立的人冶遥 因此袁当一个运动员碰到对手的时候袁他或她往往会
the term 野opponent冶 as one of those words. Perhaps the time
将对手看做敌人遥 在这种时候袁获胜的欲望可能支配他的理智袁他
has come to delete it from sports terms. 的每一个行为袁不管是多么粗俗袁也可能被认为是无可厚非的遥 我
The dictionary meaning of the term 野opponent冶 is 回想起在一次手球比赛中发生的事情袁 一个球员曾一度要求到场
野adversary冶; 野enemy冶; 野one who opposes your interests.冶 Thus, 外更换手套袁但是裁判员认为他的手套没有湿到必须更换的程度袁
when a player meets an opponent, he or she may tend to treat 所以拒绝了他遥 该球员便将手套往他自己湿溜溜的运动衫上擦来
that opponent as an enemy. At such times, winning may 擦去袁然后大吼道院野现在够湿了吧钥 冶
dominate one蒺s intellect, and every action, no matter how 在比赛的白热化阶段袁 人们注意到球员从球场的这头狂奔到
gross, may be considered justifiable. I recall an incident in a
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声明要么太模糊袁要么会引起误导袁结果都不符合ISO的标准遥
野许多产品有特别设计的标签袁以使它们看上去是符合环保要
求的袁但事实上很多这些标记都是没有任何意义的袁冶报告研究者
菲利浦窑佩奇说道遥
他说院野洗衣剂环保声明最多袁达158条曰家居洗涤产品位居其
次袁有145条曰油漆在我们列表中排第三袁73条遥 这些庞大的数字表
明袁 消费者想要从这些具有误导性的环保声明中区分出真正的事
实是多么的困难遥 冶
ISO标识标准禁止在商品的包装上出现模糊的或会引起误导
的产品说明袁因为我们无法证明类似野环保冶尧野无污染冶等这样的字
样遥 野我们现在所能推进的事情就是使跨国公司的产品说明符合
ISO制定的标准遥 冶佩奇说遥
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