Recording 57
录音57
You will hear a student discussing his case study with his tutor.
你将听到一位学生和导师讨论案例研究。
First, you have some time to look at questions 21 to 25.
首先，你有些时间看看第二十一题至第二十五题。
Well, James, I've had a look over your case study and for a first draft, it looks promising.
詹姆斯，我已经看过你的案例研究了，对于初稿而言很不错。
I have to be honest, when you told us we had to write about a furniture company, it didn't sound like the kind of thing that would interest me, but since then, I've changed my mind.
我得承认，当你告诉我们要写关于家具公司的案例分析，那听起来可不像是会让我感兴趣的东西，但从此以后我就改变了主意。
Why's that?
为什么？
Well, as you know, Furniture Rossi is an Australian company, still comparatively small compared to some of the high street stores, but it's got plans to expand into foreign markets.
正如你所知，罗西家具是一家澳大利亚的公司，比起一些繁华街头的门店而言，这相对还只是个小公司，但它也打算扩张海外市场了。
So I chose it for that reason. It's going through a transition - it's a family-run business aiming to build a global brand!
这就是我选择这家公司的原因。它正处于过渡期——这家家族企业正打算建立一个全球性品牌。
All right, and you've made that clear in your writing. One thing, though, that I think you've overlooked is why Luca Rossi started a furniture company here in Australia in the first place.
好吧，你在你的文章里也清晰传达了这一点。但还有一点，我认为你忽略了卢卡·罗西最初在澳大利亚开家具公司的原因。
Well, he'd just got an arts degree, hadn't he? And people were trying to talk him into an academic profession but he wanted a practical job - something he thought would be more satisfying in the long run.
他有个艺术系学位，对吧？人们试图说服他选择学术性职业，但他希望做更实用型的工作——他认为，长远来看，这种工作更理想。
His grandfather had been a craftsman. He'd made furniture in Italy and he'd passed this skill on to Luca's father and, well, Luca thought he'd like to continue the tradition.
他的爷爷是个工匠，他在意大利制作家具，并把自己的技艺传给了卢卡的父亲。卢卡觉得自己应该把这项传统延续下去。
Yes, that was the motivation behind his decision. And what was it, do you think, that gave Furniture Rossi a competitive edge over other furniture companies?
对，这是他做这个决定背后的动机。那你认为是什么让罗西家具比其他公司更具竞争优势呢？
I wouldn't think it was price. It's always been at the higher end of the market, but according to my research, it was to do with the attitude of the employees: they were really focused on giving good customer service.
我认为肯定不是价格。罗西家具一直都在市场中算比较高价的，但根据我的调查，这和公司职员的态度有关：他们非常注重为顾客提供优质服务。
Yes, Luca Rossi insisted on that. Their promotional campaigns also emphasised the fact that the wood only came from Australian forests, but that was the case with their rivals, too, so it wouldn't have made them stand out.
对，卢卡·罗西强烈坚持这一点。他们的推广活动也强调一点：产品所用木材都来自澳大利亚的森林，但罗西家具的对手们也是一样，所以这并不能使其突出。
OK, we'll have a careful look at the content of your case study in a minute, but I just want to make a general comment first, before you start writing your second draft. OK.
我们马上就仔细研究一下你案例研究的内容，但我想在你写第二稿以前先给出个总体评价。好的。
Yes. What I'd like to see more of is your opinion, a bit more critical thinking, rather than the bare facts, but it's good to see you've been careful with your referencing this time.
好的，我想看多更多关于你个人观点的内容，多些批判性思考的内容，而不仅仅是基本事实，但我很欣慰，这一次你的引文标注方面做得很仔细。
Thanks. And I read and re-read my work so I'm pretty sure there aren't any errors with the language.
谢谢。我反复读过我的作品，所以我很肯定没有语言上的错误。
Yes, it's fine. Oh, but there's one other thing I could probably mention at this point.
没错。但我现在大概还能提一下另一点。
Yes?
嗯？
Well, at the end of term, you'll also be giving a presentation - also on Furniture Rossi.
在期末的时候，你们还要作一次展示，也是关于罗西家具的。
Yes, I haven't given it much thought yet.
我还没怎么想过这件事呢。
Understandably. But, while you're writing the case study, I'd recommend you think about what kind of information would be suitable to use in your presentation.
我能理解。但，在你写案例分析的同时，我建议你思考一下什么信息适合用在你的作品展示里。
Remember, the last time you gave a presentation on a company, you spent a considerable part of the time providing the audience with financial data, but they probably needed to hear more about company strategy.
记住，上次你向大家展示一家公司的时候，你花费了过多时间向观众展示财务数据，但他们可能更需要多了解一些公司策略。
Yes. I did concentrate rather too much on the figures. I'll make sure there's a balance this time.
对。我上次确实过于关注数字了。我会确保这次平衡好。
Good.
好。