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Every company has put resources and energy into improving manufacturing efficiency, into reducing overheads, into optimising the supply chain and generally re-engineering their business, he told Market Leader, the journal of the Marketing Society.

但是，做生意开支最大的项目依然是与消费者的信息沟通，说服他们购买我们的产品。

Yet what remains the largest cost in the business is how we communicate with our consumers and persuade them to buy our products.

今天发达国家日益繁荣，商品和服务的种类大幅增加，这使得消费者有可能在更大程度上表现自己的个性。人们不像以前那样追随以年龄、性别、阶层或职业为基础的模式。

Today, rising prosperity in developed countries and a vast increase in the range of goods and services have encouraged much greater individualism. People conform less to stereotypes based on age, gender, class or occupation.