2020-02-24 17:49:07 尹彧

First, it demanded systematic merchandising, that is, the finding and developing of sources of supply for the particular goods the farmer needed, in the quality and quantity he needed them and at a price he could pay.

第一，需要有系統的銷售規劃，即發現和發展能提供農民所需的特殊商品的供貨渠道，以農民需要的數量和質量以及他們能承受的價格供應商品。

Second, it required a mail-order catalogue capable of serving as adequate substitute for the shopping trips to the big city the farmer could not make.

第二，需要有郵購商品目錄，該目錄應能解除農民無法進城採購之苦。

For this reason the catalogue had to become a regular publication rather than an announcement of spectacular “bargains” at irregular intervals.

考慮到這一點，這份目錄必須定期出版，而不能像拍賣廉價商品的告示那樣，無固定發佈日期。

It had to break with the entire tradition of mail-selling and had to learn not to highpressure the farmer into buying by exaggerated boasts, but to give him instead a factual description of the goods offered.

必須摒棄所有傳統的郵購商品的做法，學會不以對商品誇張的炫耀來誘使農民購物，而是實事求是地向農民介紹所供的商品。

The aim had to be to create a permanent customer by convincing him of the reliability of the catalogue and of the company behind it; the catalogue had to become the "wish book" for the farmer.

其目的是通過使農民相信該份目錄和目錄背後的公司的可靠性來建立一個長久的客戶。這份目錄應該成為農民的“福音書”。