Directions:
In this section there is a text in English. Translate the text into Chinese and write your translation on the ANSWER SHEET. (15 points)
In the rush to reduce consumers to strings of ones and zeros, marketers are losing sight of the human element. Consumers are people. They're often irrational, and they're sometimes driven by motives that are mysterious even to themselves. Yet most marketers cling to assumptions about
Their customers' behavior that have been shaped by their organizational culture, the biases of the firm's managers, and increasingly, the vast but imperfect data stream flowing in.
The human sciences approach is a radically different way to understand customers. It starts by examining the roots of their behaviors — the complex interplay between their interior lives and their social, cultural, and physical worlds. The nonlinear process, which we call sensemaking, reveals the often subtle and unconscious motivations informing consumer behavior and can lead to insights that enable transformations in product development, organizational culture, and even corporate strategy. As we will see, sensemaking and the tools of human science are at their most powerful when helping businesses address novel problems, or "big unknowns," in unfamiliar social or cultural contexts, such as new geographical markets or new generations of consumers. [180 words]
在将消费者简化为一串串 1 和 0 的大潮中，营销者们正在失去对人性因素的洞见。消费者是人。他们经常是不理智的，有时甚至自己都不清楚究竟受到了什么动机的驱 使。然而大多数营销者却死守着自己对顾客行为的预设，而这些预设已学到了其企业文化 和管理层成见的塑造，且日益受到巨大却并不完美的数据流的影响。
人文科学方法却是一种迥然不同的理解顾客的方式。这种方法从研究消费者行为的根 源入手——即消费者内心世界与其所处社会、文化和物质世界的相互作用。这种被我们称 作“意义构建”的非线性过程揭示了那些透露消费者行为的、且通常不易觉察的无意识动 机，并可以产生深刻见解，引导产品开发、企业文化、甚至集团策略的变革。正如我们将 要看到的，“意义构建”及人文学工具在不熟悉的社会或文化环境中——如陌生的地域市 场或新一代消费者——帮助企业解决新型问题，或“未知大疑团”时，能力可以发挥到极 致。
