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Some would say even maybe too much, right?
有些人甚至会说，也许太多了，对吧？
But I think it’s good to have a little bit of context to these, because again, if our recent history is one of fixed prices, essentially, where a product has its price and that’s it. And you see it on a price tag.
但我认为，了解一下这些情况还是有好处的，因为如果我们最近的历史基本上是一个固定价格的历史，产品有它的价格，就这样。你会在价格标签上看到价格。
And that’s literally it. But if you wind the clock back a century or so, it was with bazaars and marketplaces, there was no such thing as a fixed price. There was haggling, right?
就是这样。但是，如果把时间倒回一个世纪左右，当时只有集市和市场，没有固定价格这回事。存在讨价还价，对吧？
There was bargaining and every interaction between a customer or a firm led to some sort of price, depending on how price conscious that particular customer was and how much the business wanted to sort of extract that profit.
存在讨价还价的情况，顾客或公司之间的每一次互动都会导致某种价格的产生，这取决于特定顾客对价格的敏感程度以及企业想要从中获取多少利润。
Then what happened? A scale happened in a sense that we wanted to start selling lots more stuff, to lots more people at scale. And still we started building stores.
那么接下来发生了什么呢？从某种意义上说，我们想开始大规模地向更多的人销售更多的商品。于是我们开始建立商店。
And when you started building stores and especially department stores, it’s really hard to bargain and barter and haggle inside a department store. It just becomes very, very messy.
当你开始建造商店，尤其是百货商店时，在百货商店内进行讨价还价、物物交换和讨价还价真的很难。这会变得非常非常混乱。
So, to achieve that sort of scale, you start saying, oh, you know what, I’m going to put one price on this piece of item.
因此，要达到那种规模，你开始说，哦，你知道吗，我要给这件商品定一个价格。
So, the customer doesn’t need to interact with me, the salesperson, and everything will be great. There’ll be less friction in the transaction. So, that’s kind of where we went.
所以，客户不需要与我这个销售人员互动，一切都会很好。交易中的摩擦会更少。所以，这就是我们的方向。
And that was stage two, let’s say, and then stage three is back to what I was alluding before. I can still with technology. I can still achieve that. This is where algorithms kind of come into it.
这就是第二阶段，可以这么说，然后第三阶段又回到了我之前提到的内容。我仍然可以利用技术。我仍然可以做到这一点。这就是算法发挥作用的地方。
I can still achieve that scale, that I so much desire, but I don’t necessarily have to stick to a price tag.
我仍然可以实现我非常渴望的那种规模，但我不一定要拘泥于价格标签。
And so, I can, I can actually have the benefits of both worlds.
因此，我可以，我实际上可以兼得两个世界的好处。
And so, in many senses, it’s kind of going back to the past, through the use of, of technology.
因此，从很多意义上说，这有点像是通过技术的使用回到过去。
That’s amazing. I mean, there is a beauty, right, to the bazaar, price setting at a bazaar where, where the seller and the buyer haggle and basically the price is what the buyer and the seller agree it is at one moment in time.
这太神奇了。我的意思是，集市有其美妙之处，对吧，在集市上定价，卖家和买家讨价还价，基本上价格就是买家和卖家在某一时刻达成一致的价格。
But if you take most consumers today, it seems a little exhausting or it makes, makes it feel much more adversarial somehow when you’re, when you’re trying to decide when to buy something.
但如果你以今天的大多数消费者为例，当你决定什么时候买东西的时候，这似乎有点让人筋疲力尽，或者让你感觉更有敌意。
Yeah, I would, I would definitely agree. And I think there’s a few things that are worth mentioning.
是的，我双手赞同。 并且我认为有一些事情是值得提及的。
One of them is it’s like a moving target a bit in the sense that social norms change all the time, right?
其中之一是，它有点像一个移动的靶子，因为社会规范一直在变化，对吧？
If we wind the clock back aa sufficient amount of years, the thought of all of us paying different prices at a, at a concert, in an airplane, at a hotel was probably a foreign concept. And we would maybe take an objection to that.
如果我们把时钟拨回到足够久远的年代，我们所有人在音乐会、飞机上、酒店里支付不同价格的想法可能是一个陌生的概念。我们也许会对此表示反对。
But of course, that’s kind of sacred nature right now. We find that less intrusive, right?
但是当然，这是一种神圣的自然，对吧？我们发现它不那么具有侵入性，对吧？
At the end of the day, commerce is a social phenomenon.
最终，商业是一种社会现象。
I think, however, what you said is particularly true.
我认为，不过，你说的话尤其正确。
There are situations where a company can take it too far.
有些情况下，一家公司可能会做得太过火。
There are situations where it doesn’t have sort of the agency to do so, and the customer doesn’t really allow them implicitly to, to change prices so much or out of situations where customers actually look to the price for some sort of information.
在有些情况下，它没有这样做的代理权，客户也不会真正默许它们如此改变价格，或者在客户实际上从价格中获取某种信息的情况下。
And when that information just keeps changing all the time, because the price keeps on changing, I’m left to fill in the blanks.
而且，当信息一直在变化时，因为价格一直在变化，我只能自己去填补空白。
And I would say, generally speaking, you do not want customers to fill in the blanks because often that leads down sort of a bad path.
我想说的是，一般来说，你不希望客户填空，因为这样做往往会导致不好的结果。
Right, yeah.You get to that point where you think, oh, the company just noticed that I’m coming back to buy this and they railed the price.
对，没错。会想到这一点，即公司只是注意到我回来买这个，他们就抬高了价格。
Right. Exactly, exactly. But so often what I try to explain both to the students and to the companies, that I have the pleasure to work with is that when we think about these idea of customer focused, that it’s everybody knows about and everybody tries to strive for, if you’re a business, has two sides to it.
对。 确实，确实。但是我经常试图向学生和我有幸合作的公司解释，当我们想到以客户为中心的这些想法时，每个人都知道并且每个人都努力追求，如果你是一家企业，它有两个方面。
It has like a front end and a back end to it.
它有一个前端和一个后端。
So the front end of customer orientation is what we learn in marketing courses, which is: I’ve got a product or a service, and if I really want to do well in the marketplace, what I should be doing is understanding what the customer’s needs and wants and desires are, and then work my way backwards in terms of how to shape that product, how to communicate that product.
因此，客户导向的前端就是我们在市场营销课程中学到的东西，即：我有一个产品或服务： 我有一个产品或一项服务，如果我真的想在市场上做得很好，我应该做的就是了解客户的需求、愿望和渴望是什么，然后再倒推如何塑造产品、如何传播产品。
So I’m being driven by the customer.
所以是以客户需求为驱动的。
