關於營銷的英語作文範文

　　我們的營銷生涯，何不第一步就從看相關的英語文章起呢?下面是小編給大家整理的，供大家參閱!

　　：15 Differences Between Employees and Entrepreneurs

　　Ever wondered what it takes to make the leap from employee to entrepreneur? It takes some key shifts in mindset, habits, and comfort levels–resulting in some key differences between the types of people who thrive as employees and succeed as entrepreneurs. Some people generalize employees as followers, and entrepreneurs as leaders. Yet there are entrepreneurial employees, and there are entrepreneurs who know when it’s time to follow someone else’s lead. The difference between these two types of people isn’t always clearly defined.

　　So, what are some key differences between employees and entrepreneurs?

　　1. Employees seek direction while entrepreneurs create a path.

　　Employees tend to seek help when a problem arises at work. Entrepreneurs create the solutions that keep the organization moving forward.

　　2. Employees do while entrepreneurs listen.

　　It’s the employees who get most of the work done in any organization. But in order for them to do it well, the entrepreneur at the helm has to listen to their needs and ensure they maintain a productive and positive work environment for staff.

　　3. Employees take fewer risks while entrepreneurs live for them.

　　While doing things the safest way can actually be good for an organization, it takes a risk-tolerant entrepreneur to believe in and build the organization in the first place.

　　4. Employees are often specialists while entrepreneurs are generalists.

　　Entrepreneurs need to know a little bit about a lot of things, in part so they can empower the specialist employees who work for them. In fact, a Swiss-German study found that specialists tend to be employees for life, and in fact prefer that role.

　　5. Employees get paid for their role while entrepreneurs get paid for results.

　　Entrepreneurs are sometimes the last to get paid in a company, because their compensation is tied directly to performance and profit.

　　6. Employees love holidays because they get the day off while entrepreneurs do because they can work all day with few interruptions.

　　A lot of entrepreneurs rejoice when holidays come along, not because they’re taking well-deserve time off, but because they can be productive all day without being disrupted or distracted.

　　7. Employees appreciate steady employment while entrepreneurs are comfortable without job security.

　　Entrepreneurs know that it’s risky to build a business and that they must sacrifice steady employment in order to build the company.

　　8. Employees follow rules while entrepreneurs break them.

　　It’s a strange paradox, but to create a successful business an entrepreneur has to disrupt something, break a rule, or change the game. But in order to keep the entrepreneur’s company going, the employees need to be there to uphold the new status quo.

　　9. Employees are responsible for some decisions while entrepreneurs are responsible for them all.

　　Whether positive or negative, the entrepreneur is ultimately burdened with the impact of decision-making at all levels of the organization.

　　10. Employees execute tasks while entrepreneurs plan.

　　An employee can take work day by day, whereas an entrepreneur has to consider how well the tasks are being performed relative to the long-term plan for the business.

　　11. Employees like structure while entrepreneurs like infrastructure.

　　While employees generally prefer to have a defined range of responsibility, entrepreneurs consider how each person’s role contributes to the business–and its growth–as a whole.

　　12. Employees work to a schedule while entrepreneurs create their own.

　　If they don’t develop strong time management skills, entrepreneurs can burn themselves out working too many hours each week.

　　13. Employees are always working while entrepreneurs are always selling.

　　And it can be exhausting. Entrepreneurs have to sell investors on their ideas, clients on the value of their products, staff on the benefits of working there, and even their families on why they’re running a business.

　　14. Employees can enjoy more social interaction while entrepreneurs often work in a silo.

　　Entrepreneurship can get lonely, especially at the beginning. It helps to have a mentor or other group to bounce ideas off at the early stages of starting a business.

　　15. Employees dislike failure while entrepreneurs embrace it.

　　Failure means learning, and entrepreneurs know that failure is more likely than success–and failure can lead to success. Employees would rather not fail at their jobs as it can lead to fear of losing the steady employment they value.

　　：讓你自己的小生意成功的21句至理名言

　　21 Nuggets of Wisdom for Launching Your Own Successful Small Business

　　The last decade has proven to be volatile and filled with uncertainty. Unemployment rates remain high while federal, state and local support services diminish. It’s no wonder people of all ages are seeking to become entrepreneurs and solopreneurs. In some cases, it’s the only option available. Small business owners enjoy a genuine sense of accomplishment and contentment. Operating a business necessitates having entrepreneurial spirit, initiative, persistence, tenacity and business insight.

　　Here are 21 Wisdom Nuggets for Launching Your Own Successful Small Business. They’re some of the fundamental steps for living the life of your dreams.

　　1. Identify Your Small Business and Products or Services

　　Select an emerging market niche where demand exceeds supply, one that exhibits long-term growth and strong profit margins. Offer a new problem solver venture, something innovative; secure your trade secrets. Perform your due diligence, and validate that the products and services you have chosen are what people need, want, and are willing to pay for. Determine what it costs to make your product or service, and then set a price. Be certain the business will contend robustly with your competitors. Maintain a competitive edge. Pick a relevant, definitive business name, and follow local procedures to assure it’s available not trademarked or already popular.

　　2. Access Your Clients / Customers

　　Determine who your customers are, how you will locate them, and what their motivations for purchasing your products and/or services will be. Ascertain how you will reach out to them and scrutinize their business needs. Thoroughly inquire of their problems and perceived solutions. Display a genuine interest in them and their successfulness. Make well thought out offers to service their needs at reasonable prices. More than meet client expectations. Keep abreast of new technologies, techniques and standards. Share them with your staff, your partners and with your clients. If you keep your promises and perform with excellence, they’ll be around for a long time.

　　3. Determine Your Start-up Resources

　　Use Small Business Development Centers or Women’s Business Centers for business assistance, free training and counseling services, especially if you don’t have a business coach. Check out local, state and federal programs that assist new business startups. Save money by utilizing government surplus items from the Small Business Association SBA, such as commercial real estate, vehicles, furniture, computers and office equipment. Utilize as much of your own money as possible. Obtain business licenses, permits and certifications as required for your specific business industry. An Employer Identification Number EIN may be needed.

　　4. Determine the Legal Structure of Your Business

　　The business structure you select affects your business identity, income tax filing status, tax liability, funding status, and even your client’s receptiveness.

　　Decide methodically which legal configuration best suits your small business: sole proprietorship, partnership, limited liability company LLC, corporation, S corporation, nonprofit, etc. However, don’t turn the decision process into a major project. As your business grows, change will occur. As your company evolves, so will your legal structure.

　　5. Prepare a Business Plan

　　The recommended business plan is simple, realistic, adjustable, and manageable. It provides focus, direction, clear financial objectives, data for loan requirements and it navigates your business success. It helps you to get well-acquainted with your profit numbers, determine projected start-up costs and marketing strategies.

　　A formal business plan is needed to incorporate your business or to operate as a partnership. Components for a good business plan include: cash flow projection, break-even analysis, budget, profit & loss forecast; business objectives; marketing plan; description of your target audience customer-clients.

　　6. Ascertain Your Business Location

　　Decide where you want to locate your office, i.e., at home, in a shared office facility, a private office, or a retail area. Home office space MUST be used solely and frequently for your business activities.

　　Establish where you will meet with your client-customers. Be sure your office site complements the type of business you will be conducting. Choose a customer-friendly location, properly equipped, set-up and in compliance with zone restrictions. Retail office space should be in a good area accessible by major streets and public transportation.

　　7. Register Your Business Name and Domain Name

　　If you decided to operate as a sole proprietor, register your business name with either your state or county clerk. If you chose an LLC or corporation as your legal business structure, registering your business name when the formation paperwork is filed is generally acceptable.

　　Pick a domain name reflective of your company name, product and/or service. Register both your business name and your domain name with the state government. Apply for tax identification numbers as required by the Internal Revenue Service and your state revenue organization.

　　8. Protect Yourself and Your Business

　　Purchase small business insurance fire, liability, business interruption, automobile and theft insurance, etc. to shield yourself as well as your company against adversity and lawsuits. With a sole proprietorship or partnership, your personal assets can be confiscated by creditors, lien holders, and plaintiffs for settlements of claims and remunerations. Consider forming an LLC or corporation for greater personal asset protection; otherwise, creditors could take your vehicle, home, investments, etc. If a client or customer falls or gets hurt otherwise on your property, he can sue and cause you to lose everything.

　　Another key to self-protection is that you learn from your inevitable mistakes. Your success depends on it.

　　9. Create an Accounting System

　　This task is best delegated to a certified public accountant.

　　Nevertheless, for the health and survival of your business, maintain an excellent understanding of your accounting system. Remain well-informed, constantly aware of how your small business is operating. The accounting system is the structure for financial statements, performance reporting, cash flow transactions, capital expenditure plans, budget variances, the establishment of fees and rates, and income tax preparations. Open up a bank account in your business name. Keep all of your documents well organized.

　　10. Monitor Your Finances Often

　　Watch the business funds – your company’s life-blood – frequently and consistently. Control your cash flow expertly and resourcefully. Review company bank statements and invoices. Put checks and balances in place; have audits conducted. Communicate with your vendors and creditors; keep a good rapport with them. As you prepare your initial budget, try to build in enough savings to cover six to twelve months of business operations, as well as an emergency fund. Exercise prudence and double-audit each expenditure. It is wise for you to share in your company’s money management.

　　11. Preserve Your Good Credit

　　Make it a point to pay your obligations on time, preferably early. This includes income taxes and especially payroll taxes from employee paycheck withholdings. Preclude being held personally responsible for paying back payroll taxes. The Internal Revenue Service is known for issuing harsh fines and penalties. Timely bill payments stimulate good business relationships and trust. Keeping a positive credit profile supplies a built-in safety net for meeting challenges and attaining financial backing when needed. Good credit is essential for profitable business transactions and sustainable cash flow.

　　12. Start Small

　　Endeavor not to over spend or spread yourself too thinly, limiting both your effectiveness and productivity. Try to do one or two tasks flawlessly.

　　Beth Laurence, J.D. in her article, Ten Tips for New Small Businesses, says, “Think small. Don’t rent premises if you can work somewhere else, and don’t hire employees until you can keep them busy. People who start their small business on the cheap …and create their first goods or services with more sweat than cash, have the luxury of making their inevitable rookie mistakes on a small scale. And precisely because their early screw-ups don’t bury them in debt, they are usually able to learn and recover from them. Plus, running your business from home can save you tax dollars, too.”

　　13. Prepare Your Elevator Pitch

　　This tactical, 30-second speech is given to your prospective client-customers highlighting their needs. Always be ready to deliver it. Personalized as necessary, the elevator pitch simply vocalizes your identity, product or service and business objectives. In the first 15 seconds tell your client-customers who are you, what do you do, and what problems you can help them solve. Use the next 15 seconds to add details about your unique selling proposition, special skills and specific ways you can support them. This technique helps convince your targeted audience that you have the experience, astuteness and expertise to furnish what they need.

　　14. Get and Stay Connected

　　Do not wait for business perfection, begin networking and recruiting suitable clients. Get actively involved with community activities, associations and meet-ups relative to your client base. Attend town meetings, join civic groups and the local Chamber of Commerce. Network with like-minded individuals; persons with whom you share common interests and mutual business goals. This will help you develop into a sought after business expert. Make frequent contacts with everyone who is supporting, purchasing and promoting your product and/or service.

　　15. Market and Promote Your Small Business

　　Eric Holtzclaw in his article 10 Simple Marketing Tips for Small Businesses says, “Marketing doesn’t have to be hard or expensive. Sometimes the simplest ideas are the most effective…Start a podcast …and interview other business owners. People love to tell their story, and by highlighting them on a podcast you make an instant and meaningful connection.”

　　Place ads in your local newspaper, in trade magazines and publications. Send out brochures, flyers and postcards to prospective clienteles already motivated to purchase your product/service. Accept a leadership role in an organization, host an event, offer discounts, help with a good cause; support other small businesses. Request an interview on a local radio or talk show. Launch an email campaign.

　　16. Give Away Some Freebies

　　One of the greatest ways to attract customers, prove a genuine interest in them and add value to your business activities is to give away free stuff.

　　Your customers must see usefulness in it, however. For instance, offer sample products or free services like a webinar on how to attract and maintain customer loyalty, a free massage, or a free hour of consulting. Another great idea is to write a marketing book that tells your story and why the product or service you offer is the best resolution for their problems.

　　17. Get Every Commitment in Writing

　　Well-written and well-documented contracts make good business sense and are enforceable. They protect your health, your sanity and your business.

　　Although oral contractual agreements may be valid, they can be very difficult to validate and impose. They are indeed hazardous to the long-term survival of your small business. Make it a general business rule to give and receive receipts for all business transactions. Even if not legally required, get every contract, commitment, offer letter, purchase order, lease, agreement and procedure in writing.

　　18. Hire and Partner With the Right People

　　Employ like-minded professionals, workers with similar goals, personalities and complementary skill sets. Avoid business sabotage and frivolous lawsuits by interviewing potential employees and independent contractors conscientiously. Evaluate their capabilities, work ethic, employment history, credit where appropriate and referrals. Establish ground rules and expectations along with clear consequences for violations. Publish these guidelines and procedures in handbooks, and ensure they are read. Administer the rules fairly at all levels and without partiality.

　　19. Document the Legal Status of your Workers

　　When you hire workers as independent contractors, make sure they shouldn’t really be taxed as employees. The IRS can impose substantial penalties against you for not withholding and paying taxes for a worker who is really an employee. Preclude this problem by having the worker sign a written service contract, or independent contractor agreement. When hiring an at-will employee, have the employee sign an offer letter that makes it clear the employment relationship is at will.

　　20. Get adequate rest and relaxation

　　Small business isn’t for the faint of heart. It’s for the brave, the patient and the persistent. It’s for the overcomer.

　　– Unknown

　　Operating a successful business can be tough and demanding at times. To remain alert, energized and cognizant, you need to exercise, get ample sleep and rest each day. Consume the proper diet and nutrition. It takes a lot to keep pressing ahead while maintaining realistic expectations all along the way. Time-out and tranquility are a must for triumph.

　　21. Know When to Close the Shop

　　Sometimes no matter how well qualified you are, or how diligently you work, your plans do not materialize as intended. In those cases, you need to cut your losses and move on without delay. Consider where the flaw occurred and how you might have responded differently. Retrieve the lessons learned, rise above the challenge and move on to your next endeavor much more experienced and astute.

　　When you have implemented these 21 Wisdom Nuggets for Launching Your Own Successful Small Business, you will have accomplished the essential business liftoff actions. Just remember that operating a thriving small business is an expedition, not a sprint. Efficiently manage your income producing, administrative and operational activities. Take great care of your employees and clients.

　　They will reciprocate to your delight.

　　：How To Be a Genius: This Is Apple's Secret Employee Training Manual

　　We recently showed you just how badly some of Apple's retail elite behave when no one's watching, but surely they were taught better, right? You bet they were: Apple tells its new recruits exactly what what to think and say. How do we know? We read Apple's secret Genius Training Manual from cover to cover.

　　It's a penetrating look inside Apple: psychological mastery, banned words, roleplaying—you've never seen anything like it.

　　The Genius Training Student Workbook we received is the company's most up to date, we're told, and runs a bizarre gamut of Apple Dos and Don'ts, down to specific words you're not allowed to use, and lessons on how to identify and capitalize on human emotions. The manual could easily serve as the Humanity 101 textbook for a robot university, but at Apple, it's an exhaustive manual to understanding customers and making them happy. Sales, it turns out, take a backseat to good vibes—almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations. The assumption, it'd seem, is that a happy customer is a customer who will buy things. And no matter how much the Apple Store comes off as some kind of smiling likeminded computer commune, it's still a store above all—just one that puts an enormous amount of effort behind getting inside your head.

　　Bootcamp for Geniuses

　　Before you can don the blue shirt and go to work with the job title of "Genius" every business day of your life, you have to complete a rigorously regimented, intricately scheduled training program. Over 14 days you and will pass through programs like "Using Diagnostic Services," "Component Isolation," and "The Power of Empathy." If one of those things doesn't sound like the other, you're right—and welcome to the very core of Apple Genius training: a swirling alloy of technical skills and sentiments straight from a self-help seminar.

　　The point of this bootcamp is to fill you up with Genius Actions and Characteristics, listed conveniently on a "What" and "How" list on page seven of the manual. What does a Genius do? Educates. How? "Gracefully." He also "Takes Ownership" "Empathetically," "Recommends" "Persuasively," and "Gets to 'Yes'" "Respectfully." The basic idea here, despite all the verbiage, is simple: Become strong while appearing compassionate; persuade while seeming passive, and empathize your way to a sale.

　　No need to mince words: This is psychological training. There's no doubt the typical trip to the Apple store is on another echelon compared to big box retail torture; Apple's staff is bar none the most helpful and knowledgable of any large retail operation. A fundamental part of their job—sans sales quotas of any kind—is simply to make you happy. But you're not at a spa. You're at a store, where things are bought and sold. Your happiness is just a means to the cash register, and the manual reminds trainees of that: "Everyone in the Apple Store is in the business of selling." Period.

　　The Good Fight

　　Although the indoctrination is usually skin deep, Apple gives new Geniuses a giant gulp of the Kool-Aid right off the bat. Page 39 gives a rundown of Selling Gadget Joy, by way of the "Genius Skills, Behaviors, and Values Checklist." Selling is a science, summed up with five cute letters: Approach, Probe, Present, Listen, End. In other words: Go up to someone and get them to open up to you about their computing desires, insecurities, and needs; offer them choices of things to buy; hear them out; then seal the day in a way that makes it feel like the customer has come to this decision on their own. The manual condemns pushiness—that's a good thing—but it also preaches a form of salesmanship that's slightly creepy: every Apple customer should feel empowered, when it's really the Genius pulling strings.

　　In Apple-ese, this is put forth in a series of maxims: "We guide every interaction," "We strive to inspire," "We enrich their lives," "We take personal initiative to make it right," which if swallowed, would make any rookie feel like they'd just signed up with a NATO peacekeeping force, not a store in the mall.

　　Empathy

　　The term "empathy" is repeated ad nauseum in the Genius manual. It is the salesman sine qua non at the Apple Store, encouraging Geniuses to "walk a mile in someone else's shoes," assuming that mile ends at a credit card swipe machine. It is not, the book insists in bold type, "Sympathy, which is the ability to feel sorry for someone." Geniuses are directly told not to apologize in a manner anyone would call direct. If someone walks in sobbing because their hard drive is fried, you'll receive no immediate consolation. "Do not apologize for the business [or] the technology," the manual commands. Instead, express regret that the person is expressing emotions. A little mind roundabout: "I'm sorry you're feeling frustrated," or "too bad about your soda-spill accident," the book suggests. This is, of course, the equivalent of telling your girlfriend "I'm sorry you feel that way" during a fight instead of just apologizing for what you did.

　　The alternative to admitting that it simply sucks when an Apple TV is bricked or phone shatters, Geniuses are taught to employ the "Three Fs: Feel, Felt, and Found. This works especially well when the customer is mistaken or has bad information."

　　For example:

　　Customer: This Mac is just too expensive.

　　Genius: I can see how you'd feel this way. I felt the price was a little high, but I found it's a real value because of all the built-in software and capabilities.

　　Emphasis added

　　The maneuver is brilliant. The Genius has switched places with the customer. He is she and she is he, and maybe that laptop isn't too expensive after all. He Found it wasn't, at least.

　　The manual then, on the next page, presents 20 roleplaying scenarios for each trainee and a partner to work out using the Three Fs. Fun.

　　Human Beings 101

　　Page 45 of the manual might've been good cargo to send with a deep space probe, as it'd help anyone unfamiliar with our species understand "Emotion Portrayed through Nonverbal Gestures." Neatly broken into a "Positive" and "Negative" column and then again by categories, someone without any social calibration can easily learn that "blank stare" is a sign of "boredom," and "smiling" indicates "openness." Using your "chair back as a shield" is apparently a sign of "defensiveness," as are "locked ankles and clenched fists." Some make a little less sense: a "cluck sound" is equated with confidence, "unbuttoning coats" too means "openness," "rubbing nose" is a giveaway for "suspicion or secretiveness."

　　Tip: If you're dealing with a new recruit at the Apple Store, don't put your "hand on hips" or give a "sideways glance," as you'll come off as both "aggressive" and "suspicious."

　　Things You're Not Allowed to Say

　　Negativity is the mortal sin of the Genius. Disagreement is prohibited, as are a litany of normal human tendencies outlined on page 80, which contradict the virtue of empathy: consoling, commiserating, sympathizing, and taking blame are all verboten. Correcting a mistaken or confused customer should be accomplished using the phrase "turns out," which Apple says "takes you out of the middle of an issue," and also makes the truth seem like something that just arrived serendipitously. For example, on page 82:

　　Customer: The OS isn't supported.

　　Genius: You'd think not, wouldn't you. Turns out it is supported in this version.

　　This is really just an advanced, Apple judo version of the customer is always right. But then there's the list of words that just straight up aren't allowed, on page 30. The manual explains that "AppleCare's legal counsel has defined [these] terms that should be avoided when discussing product issues with customers."

　　Did your computer crash? No, it "stops responding." Never say crash.

　　What if some Apple software has a bug? Wrong: there's an "issue," "condition," or simply "situation."

　　You don't "eliminate" a problem—you "reduce" it.

　　No Apple products are hot—at most they're "warm."

　　Switching "disaster" out for "error" might make sense to calm down a panicky client, but most of this is a straight up whitewash, the sterilization of language that could very well be accurate for a given problem. Sometimes there are bugs, laptops do run hot, and laptops crash.

　　"Fearless Feedback"

　　Fearless Feedback is Apple's term for institutionalized passive aggression. On page 58, it's described as an "open dialogue every day," with "positive intent." It's most certainly not "telling someone they are wrong." Except that it is—just prevented in a quintessentially Genius mode of masterful empathy and supercharged positivity aura.

　　On page 60, the following dialogue is presented as a realistic sample conversation between two Apple employees:

　　"Hi, fellow Genius. I overheard your conversation with your customer during the last interaction and I have some feedback if you have a moment. Is this a good time?"

　　"Yes, this is a good time."

　　"You did a great job resolving the customer's iPhone issue. I was concerned with how quickly you spoke to the customer. It seemed like you were rushing through the interaction, and the customer had additional questions."

　　A few minutes later:

　　"Thanks for listening to the feedback. In the future, please make sure to signal me if you need help rather than work too quickly with a customer.

　　"Thanks for giving it!"

　　I asked several former Geniuses if this kind of robot-speak was ever used after it was required during training roleplaying.

　　"Never."

　　"Only during core training, never on the floor."

　　"Fearless Feedback was really hated around the place. If someone had Fearless Feedback, we'd listen, but then afterwards I'd have this uncontrollable urge to punch them in the face. We all found it much more effective to get Fearless Feedback from the managers, which was more like feared feedback."

　　"Sounds perfectly normal, until you watch the videos and think 'who the fuck talks like that?!'"

　　No one. And yet on page 61, Apple insists this kind of inhuman speech "is essential to maintain Apple Retail culture," as well as your personal development." But this isn't a realistic way to expect anyone to personally develop. As much as Apple operates like a glistening hermetic mainframe, its underpaid floor workers will never function like the pearly gadgets they sell. It's hard to expect them to, nor should we, perhaps, be surprised when these expectations of superhuman behavior are replaced instead by misbehavior.

　　But behaving, misbehaving, or anything between, it doesn't matter. The Genius system, as detached from reality, astoundingly ambitious, sprawling, and rigorous as it is, works. It works better than anything that's ever come before it, and every Apple Store has the sales figures to back that up. Maybe it's because the products sell themselves. Maybe it's the zealot fan base. Or maybe the blue-clad agents really are inside our heads when we walk away from the Bar.

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