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第1段
1 .<-NARRATOR:-> Listen to part of a lecture in a business class.
请听商务课上的部分内容。
第2段
1 .<-FEMALE PROFESSOR:-> OK, so of course businesses want to sell as many of their products as possible.
毫无疑问，企业都想尽可能多地出售自己的产品。
2 .Often a business sells mostly one type of product...
通常一家公司主要出售一种类型的产品。
3 .but sales of this product may stop increasing,
但是这种产品的销量可能会停止增长。
4 .because most potential customers have already bought it.
由于大部分潜在顾客都已经购买过该种产品了，
5 .In this situation, many companies will try to diversify...
这种情况下，许多公司会尝试走多样化的道路，
6 .um, to develop new or diverse products...
也就是开发新的或者多样化的产品
7 .in order to increase sales.
以增加销量。
8 .There are a couple of efficient ways that a company can diversify using some of their existing resources.
在利用现有资源的条件下，一家公司可以通过几种有效途径来实现多样化。
第3段
1 .One way a company can diversify is to use an existing technology-uh,
一种途径就是使用现有科技，
2 .technology that they already have-
也就是该公司已经掌握的技术
3 .to develop a new product.
来开发新产品。
4 .If a company already has the machines and technology to make a certain product,
如果一家公司已经有了生产某种产品的机器和技术，
5 .sometimes it can efficiently use that same technology to make a different product.
那么有时候它也能有效地利用同样的技术来制造另外一种产品。
6 .For example, a company that makes televisions might start making computer monitors,
比如说，一家生产电视机的公司也许可以开始制造电脑显示器，
7 .because the technology used to make these two products is very similar.
因为生产这两种产品的技术十分相似。
8 .So the company can use its existing technological resources to make the monitors.
所以，这家公司可以利用其现有技术资源来生产显示器。
9 .But with the monitors, it can reach new customers,
不同的是有了显示器，它就能接触到新的顾客——
10 .people that wouldn't buy television screens...
那些不购买电视机的人群，
11 .like, businesses that need to buy monitors for their employees' computers.
比如需要给员工的电脑配备显示器的公司。
第4段
1 .Another way a company can diversify is to try to appeal to its existing customers,
另一种多样化的途径就是
2 .its customer base,
试着用新的产品
3 .with a new product.
来吸引其现有顾客。
4 .One of a company's most important resources is its existing customers,
一家公司最重要的资源之一就是其现有顾客，
5 .and these customers might have other needs that the company could fulfill with a different product.
这些顾客可能会有其他的需求，而这家公司能用其他的不同产品来满足这些需求。
6 .For example, a company that sells skis
举个例子来说，一家销售雪橇的公司
7 .might have a large customer base that enjoys winter sports,
可能有一大群喜欢冬季运动的顾客，
8 .like skiing down snowy mountains.
比如雪山滑雪。
9 .So they might start making ski jackets.
那他们就可以开始生产滑雪服了。
10 .The same customers that buy skis would also need warm ski jackets to wear while they're skiing.
那些购买了雪橇的顾客同样需要在滑雪时穿上温暖的滑雪服。
11 .And since they like the company's skis,
既然他们钟爱这家公司的雪橇，
12 .they might be more likely to buy the jackets with the company's name on them.
那么他们也很可能更愿意购买这家公司生产的滑雪服。