首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Every business needs two things, says Skullcandy CEO Rick Alden: inspiration and desperation. In 2001, Alden had both. He’d sold
Every business needs two things, says Skullcandy CEO Rick Alden: inspiration and desperation. In 2001, Alden had both. He’d sold
admin
2017-06-11
42
问题
Every business needs two things, says Skullcandy CEO Rick Alden: inspiration and desperation. In 2001, Alden had both. He’d sold two snowboarding businesses, and he was desperately bored. But he had an idea: He wanted to make a new kind of headphone.
" I kept seeing people missing their cell phone calls because they were listening to music," he explains. Then I’m in a chairlift(索道), I’ve got my headphones on, and I realize my phone is ringing. As I take my gloves off and reach for my phone, I think, "It can’t be that tough to make headphones with two plugs, one for music and one for your cell phone. " Alden described what he wanted to a designer, perfected a prototype, and outsourced(外包)manufacturing overseas.
Alden then started designing headphones into helmets, backpacks — anywhere that would make it easy to listen to music while snowboarding. " Selling into board and skate shops wasn’t a big research effort," he explains. "Those were the only guys I knew!"
Alden didn’t want to be a manufacturer. And by outsourcing, he’d hoped he could get the business off the ground without debt. But he was wrong. So he asked his wife, "Can I put a mortgage(抵押贷款)on the house? She said, ’ What is the worst thing that can happen? We lose the house, we sell our cars, and we start all over again. ’ I definitely married the right woman!"
For the next two years, Alden juggled mortgage payments and payments to his manufacturers. "Factories won’t ship your product till they get paid," he says. "But it takes four or five months to get a mortgage company so upset that they knock on your door. So we paid the factory first. "
Gradually, non-snowboarders began to notice the colorful headphones. In 2006, the company started selling them in 1,400 FYE(For Your Entertainment)stores. "We knew that nine out of ten people walking into that store would be learning about Skullcandy for the first time. Why would they look at brands they knew and take home a new brand instead? We had agreed to buy back anything we didn’t sell, but we were dealing with huge numbers. It’d kill us to take back all the products. "
Alden’s fears faded as Skullcandy became the No. 1 headphone seller in those stores and tripled its revenue to $ 120 million in one year. His key insight was that headphones weren’t gadgets; they were a fashion accessory. "In the beginning," he says, "that little white wire that said you had an iPod—that was cool. But now wearing the white bud means you’re just like everyone else. Headphones occupy this critical piece of cranial real estate and are highly visible. "
Today, Skullcandy is America’s second-largest headphone supplier, after Sony. With 79 employees, the company is bigger than Alden ever imagined.
What did Alden do to promote sales in FYE stores?
选项
A、He spent more money on product advertising.
B、He promised to buy back products not sold.
C、He agreed to sell products at a discount.
D、He improved the colour design of the product.
答案
B
解析
细节判断题。根据题干关键词promote sales定位至第6段最后两句。该段倒数第2句提到,We had agreed to buy back anything we didn’t sell,间接回答了消费者因为不熟悉这一品牌而不会选购这一问题。可见,花钱回购卖不出去的商品是Alden的促销策略,B为答案。
转载请注明原文地址:https://kaotiyun.com/show/YAFO777K
0
考博英语
相关试题推荐
____ofhalf-starvingwolveswereroamingthesnow-covetedcountryside.
Whilesomepeopleclaimthataperson’sessentialqualitiesareinheritedatbirth,othersinsistthatthecircumstancesunderwh
Theyoungmanwasgreatlytakenabackbythenewsthatthepoliceintendedtoprosecutehim.
Theyalsowantthepolice’suseofforcekeptincheck,especiallyinpoorneighborhoodswhereeveryoneisapttobetreatedlike
Rifleshootinghasbecomeafavoritediversionofcitydwellersnowadays,andgroupsofpeopleorganizeweekendtarget-shootinge
Atallageandatallstagesoflife,fearpresentsaproblemtoalmosteveryone."Wearelargelytheplaythingsofourfears,"
Themultinationalcorporationwasmakingatake-over_____forapropertycompany.
Doctoroften____uneasinessinthepeopletheydealwith.
Howmanythingscanyouseeinthenightsky?Alot!OnaclearnightyoumightseetheMoon,someplanets,andthousandsofspar
Thebusinesswasforcedtoclosedownforaperiodbutwas_____revived.
随机试题
关于书刊整体设计的说法,错误的是()。
依赖ACTH的Cushing综合征包括
不舒适最严重的表现形式是
某医生为研究吸烟与肺癌的关系,收集了296例肺癌患者的吸烟史,经常吸烟(日平均1支以上)的肺癌患者231例。而同时期同年龄段的359名非肺癌患者中,经常吸烟的有156例。肺癌患者的经常吸烟率为()
建立多层次的养老保险制度是指()。
甲公司2012年12月出口商品一批,售价100万美元,款项已收到,收汇当日汇率为1:6.30;当月进口货物一批,价款50万美元,款项已支付,结汇当日汇率为1:6.28,资产负债表日的即期汇率为1:6.27;假定2012年12月1日美元银行存款余额为0,当月
资产负债表中所有者权益是企业资产扣除负债后的剩余权益,反映企业在某一特定日期股东(投资者)拥有的净资产的总额,它一般按照()分项列示。
假设有student表,可以正确添加字段“平均分数”的命令是
ReadingFasterTheonlywaytoreadfasteristoreadfaster,anditisaserioussuggestion.I.Guidelineson【T1】【T1】_____
A、Gettingusefulthingswhentheyareonline.B、Don’tplayanyonlinegames.C、Usingdial-upaccessinsteadofbroadbandInteren
最新回复
(
0
)