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In this age of ad clutter and junk mail, entrepreneurs are finding that one of the easiest ways to connect with customers is to moonlight (兼职) as a publisher. Newsletters remind clients you’re still there, help spark repeat business, and sometimes can be used to attract new clients. Newsletters are certainly catching on. The Standard Periodical Directory counts more than 4,000 of them and estimates the number grows 15% a year. Maybe that’s because it’s not hard. All you need is a little cash and creativity. First, obviously, decide what to say. Stick to useful information, as opposed to self-promotion. Can you offer tips unavailable elsewhere How about new ways to use an old product As for design, software programs such as Adobe PageMaker provide templates (模板) for the do-it-yourself. Or you can hire a professional out of the Yellow Pages or off the Web. They’ll do the design work, write the copy, and even do the mailing. Expect to spend about $1 per copy, including postage, for a run of several thousand; unit costs drop as the press run increases. Newsletters also can be published on the Web or sent via e-mail, but beware. Experts say unsolicited (未请求的，主动提供的) e-mail is far less effective than a physical publication. In either case, aim for people who will find it genuinely useful and interesting. "If you don’t send it to the right people, it just gets thrown out," says Paul Swift, editor of The Newsletter about Newsletters. A poorly designed newsletter, or one rife with errors, is worse than no newsletter. A newsletter should not be seen as a substitute for efforts to expand your existing customer base. "You still need to try to get yourself mentioned in real news media," advises Laura Ries, of the Roswell marketing firm Ries ＆ Ries Inc. A well-executed newsletter can work wonders. Consider the one Lisa Skriloff, owner of New York’s Multicultural Marketing Resources Inc., puts out. Every two months, Skriloff spends several days—and several thousand dollars—producing Multicultural Marketing News, a four-page newsletter filled with tips on reaching minority consumers. "It helps position my company as an expert in the field," Skriloff says. She also distributes the newsletter at conferences and mails it to potential clients—outreach that generates 10…… of her business. Perhaps it’s time more entrepreneurs take a page from the academics: publish or perish (毁灭，死亡). What is the best title for this passage
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Power, like vanity, is not satisfiable. Nothing could satisfy it completely. And it is, indeed, by far the strongest motive in the lives of important men. Love of power is greatly increased by the experience of power, and this applies to petty power as well as to that of those in power. In any autocratic regime, the holders of power become increasingly tyrannical with experience of the delights that power can afford. Since power over human beings is shown in making them do what they would rather not do, the man who is actuated by love of power is more apt to inflict pain than to permit pleasure. If you ask your boss for leave of absence from the office on some legitimate occasion, his love of power will derive more satisfaction from refusal than from consent. If you require a building permit, the petty official concerned will obviously get more pleasure from saying "No" than from saying "Yes". It is this sort of thing which makes the love of power such a dangerous motive.
We now come to the vital topic of money. First, we must remember that science, on any significant scale, exists only in economies where there is surplus (剩余，过剩) of goods and services. A prosperous economy forms a necessary base for scientific work. Tragically, the economies of the "underdeveloped" countries, where the need is overwhelming, have not supported—nor have they been capable of supporting—any substantial scientific and technical training or research. Read the speech of P.M.S. Blackett, President of the Royal Society, in which the existing great disparity between the "have" and "have-not" economies is considered. The primary theme of his address is that the gap is not closing; on the contrary, it steadily grows wider. The United States, as the wealthiest industrial nation, spends a greater amount on research and development than any other nations. It is beyond the scope of this book to consider in detail whether the amount spent is adequate, either in relation to our own economy or in relation to our position in the world. At best the question is an open one. In the last few years, financial support for science has changed significantly. It is frustrating to report that, in spite of numerous statements about the extent and nature of these changes, it has been impossible to find sufficient agreement to be sure just what has happened. Two points do appear clear. First, there has been an overall cut in research funds, further reinforced by substantial inflation of prices. Second, there has been increased emphasis on "relevant" research—that is research with immediate practical applications. One report that reflects most closely our own estimate of the situation was made by a five-member committee from the National Academy of Sciences. This group investigated funding of chemistry projects by the National Institutes of Health. The committee concluded that funding had declined by an average of 20% and that the section most closely related to basic research had funds cut in half. The committee found that various institutes, in-house research, administrative budgets, and continuing extramural (市外的) grants had been protected with the result that new and renewal grants had become a disaster area. Other reports stating that federal institutes’ funds have had only limited cuts have apparently ignored the point made by the National Academy Committee. Which of the following is true about the "underdeveloped" countries
There are three additional factors that should be cited in order to ensure greater success in the youth market. The first is that the youth group is a perpetually new market. As consumers move into this market, the advertiser needs to attract them, since every brand is a new brand to someone who has never used it before. This stream of young consumers moves along in age and finally drifts into an older pool of householders. Thus, a marketer must not neglect young consumers who come "on stream" if the company’s brand is to have continued success in the older-age market. A second point to remember is that companies may be able to utilize youth appeals to a market broader than the traditional age boundary would indicate. Marketers today are defining "youth" more in terms of a state of mind than of a specific age. The result of this is that many companies, ranging from retailers to manufacturers, are broadening their emphasis to include the mature and more affluent customers who "think young". A final point for the market to recognize is the growing and global nature of the market. The youth market will increase worldwide. Moreover, there appears to be a growing homogenization of the teenage market worldwide. Many companies see teen tastes and attitudes as being sufficiently similar to warrant (保证，使有正当理由) a global advertising and marketing strategy. If there is a generic type of teenager emerging globally, this has important implications for marketers. First, sheer market size is staggering (令人惊愕的)—1.37 billion people, or 26 percent of world population, aged 10 to 19 in 1990—and there is a trend of teens in industrialized nations spending a higher percentage of their parents’ disposable income. Second, a danger lurks in this market for U.S. marketers. They must recognize that the United States may not remain the cultural nerve center for teens. Constant travel and attention to new ideas generated abroad are necessary, rather than assuming an automatic reliance on the primacy of U.S. cultural exports. Which of the following is NOT true
Remember that only a few of the living things that are produced can live. In general, those will live that are best fitted for living ______ they do.
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