迪戈?帕森提尼

國際零售高級副總裁

????雖然亞馬遜成立之初主營國內(nèi)業(yè)務(wù)，但目前，公司45%的銷量來自中國、德國和日本等九個國家。帕森提尼負(fù)責(zé)公司的國際零售業(yè)務(wù)，上個季度，該部門為公司收入貢獻(xiàn)了49億美元。

????帕森提尼已在公司服務(wù)了11年。在此期間，他發(fā)現(xiàn)，各種文化之間的相似之處多于差異——至少在零售方面確實(shí)如此。他在斯坦福大學(xué)（Stanford University）演講時說：“事實(shí)證明，不論消費(fèi)者來自中國還是非洲，或者歐洲，沒有人不喜歡低價商品?！?/p>

????返現(xiàn)也是比較受消費(fèi)者親睞的一種促銷方式。帕森提尼提到了2005年的一個實(shí)例。當(dāng)時，對于在降價之前購買哈利?波特系列圖書的5,000名中國消費(fèi)者，他堅(jiān)持要求公司按每本書人民幣5元（當(dāng)時不足1美元）給予現(xiàn)金返現(xiàn)。他說：“在當(dāng)時的中國市場，應(yīng)該還沒有哪家零售商這樣做過。但對于一家秉持‘客戶至上’的跨國公司來說，這不僅為消費(fèi)者帶來了實(shí)惠，而且也是當(dāng)年我們操作的最成功的一次營銷活動?！?/p>

Diego Piacentini

Senior Vice President, International Retail

????While Amazon may have started as a domestic operation, 45% of the company's sales now occur abroad in nine countries like China, Germany and Japan. Piacentini is responsible for all international retail operations, a segment that raked in $4.9 billion in revenues last quarter.

????What he's discovered during nearly 11 years with the company is that these cultures share more similarities than differences -- at least when it comes to retail. "It turns out that all customers around the world, be they Chinese or African or European, they like low prices," he said during a Stanford University lecture.

????Customers also particularly like getting cash back. Piancentini recalled an instance in 2005, when he insisted the company refund 5 RMB -- the equivalent of less than $1 U.S. dollar at the time -- to 5,000 Chinese customers who bought a Harry Potter book from Amazon before a price drop. "This is something that probably no retailer had ever done in China before," he said. "But as a global company with the same principle of customer obsession, it turned out not only [to be] a good thing for the customer, it was also the best marketing activity we did that year."