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So if sales start to drop, then the person can identify the problem and address the issue. | Így ha esnek az eladások, azonosítható a probléma, és kezelhető a gond. | en-hu |
Let's contrast that for a minute to development. | Vamos, por um momento, comparar isso com o desenvolvimento. | en-pt-br |
In development, the evaluation comes at the very end of the project. | U razvoju, evolucija dolazi na samom kraju projekta. | en-hr |
I've sat in a lot of those meetings, and by then, it is way too late to use the data. | Eu estive em muitas dessas reuniões. E naquele momento, é tarde demais para usar os dados. | en-pt-br |
I had somebody from an NGO once describe it to me as bowling in the dark. | Alguien en una ONG una vez me lo describió como ir de bolos en la oscuridad. | en-es |
They said, "You roll the ball, you hear some pins go down. | Dizia-me,"Atiras a bola, ouves alguns pinos a caírem. | en-pt |
It's dark, you can't see which one goes down until the lights come on, and then you an see your impact." | Namun karena gelap, anda tidak dapat melihat pin mana yang jatuh hingga ada cahaya, lalu barulah anda melihat bagaimana hasil lemparan bola anda tadi." | en-id |
Real-time data turns on the lights. | 실시간 자료가 불을 켜줍니다. | en-ko |
So what's the second thing that Coke's good at? | Dan apa kehebatan Coke yang kedua? | en-id |
They're good at tapping into that local entrepreneurial talent. | Se pricep să folosească talentul antreprenorial local. | en-ro |
Coke's been in Africa since 1928, but most of the time they couldn't reach the distant markets, because they had a system that was a lot like in the developed world, which was a large truck rolling down the street. | 코카콜라가 아프리카에 진출한 건 1928년입니다. 하지만 지방 시장에는 대부분 접근하지 못했죠 당시 코카콜라의 시스템은 선진국에서와 마찬가지로 대형 트럭을 이용한 유통이었거든요. | en-ko |
And in Africa, the remote places, it's hard to find a good road. | Ama Afrika'nın uzak bölgelerinde iyi bir yol bulmak biraz zor. | en-tr |
But Coke noticed something -- they noticed that local people were taking the product, buying it in bulk and then reselling it in these hard-to-reach places. | Mas a Coca percebeu algo. Perceberam que os locais pegavam o produto, compravam em grande quantidade e depois revendiam nesses locais de difícil acesso. | en-pt-br |
And so they took a bit of time to learn about that. | Така че те отделиха известно време да проучът въпроса. | en-bg |
And they decided in 1990 that they wanted to start training the local entrepreneurs, giving them small loans. | Y, en 1990, decidieron comenzar a entrenar a los emprendedores locales dándoles pequeños préstamos. | en-es |
They set them up as what they called micro-distribution centers, and those local entrepreneurs then hire sales people, who go out with bicycles and pushcarts and wheelbarrows to sell the product. | Те организираха така наречените микро-разпространителски центрове. И тези местни предприемачи после наемат продавачи които се предвижват с велосипеди и ръчни колички и продават продукта. | en-bg |
There are now some 3,000 of these centers employing about 15,000 people in Africa. | Es gibt nun rund 3000 solcher Center, die rund 15.000 Leute in Afrika beschäftigen. | en-de |
In Tanzania and Uganda, they represent 90 percent of Coke's sales. | V Tanzánii a Ugandě, představují 90 procent prodejů Koly. | en-cs |
Let's look at the development side. | では開発援助の方はどうか見てみましょう | en-ja |
What is it that governments and NGOs can learn from Coke? | O que podem os governos e ONGs aprender com a Coca-Cola? | en-pt |
Governments and NGOs need to tap into that local entrepreneurial talent as well, because the locals know how to reach the very hard-to-serve places, their neighbors, and they know what motivates them to make change. | Правительственным и неправительственным организациям нужно тоже устанавливать связи с местными гениями-предпринимателями, потому что местные знают, как добраться до очень труднодоступных мест, до своих соседей, и они знают, что толкает их на перемены. | en-ru |
I think a great example of this is Ethiopia's new health extension program. | Penso que um grande exemplo disto é o novo programa de expansão de saúde da Etiópia. | en-pt |
The government noticed in Ethiopia that many of the people were so far away from a health clinic, they were over a day's travel away from a health clinic. | 埃塞俄比亚政府注意到 该国许多人的住所离健康诊所很远， 他们必须走一天的路才能找到一间诊所。 | en-zh-cn |
So if you're in an emergency situation -- or if you're a mom about to deliver a baby -- forget it, to get to the health care center. | Als je dan in een noodsituatie terechtkomt of als je moet bevallen, vergeet het dan maar om naar het gezondheidscentrum te gaan. | en-nl |
They decided that wasn't good enough, so they went to India and studied the Indian state of Kerala that also had a system like this, and they adapted it for Ethiopia. | Odlučili su kako to nije dovoljno dobro. Tako su otišli u Indiju i proučavali indijsku državu Kerala koja je imala također takav sustav, i prilagodili su ga Etiopiji. | en-hr |
And in 2003, the government of Ethiopia started this new system in their own country. | 2003年，埃塞俄比亚政府 开始推行这套新医疗体系。 | en-zh-cn |
They trained 35,000 health extension workers to deliver care directly to the people. | Họ huấn luyện 35.000 nhân viên y tế mở rộng phục vụ y tế trực tiếp đến người dân. | en-vi |
In just five years, their ratio went from one worker for every 30,000 people to one worker for every 2,500 people. | En apenas 5 años la relación pasó de 1 trabajador cada 30.000 personas a 1 trabajador cada 2.500 personas. | en-es |
Now, think about how this can change people's lives. | А теперь подумайте, как это может изменить жизни людей. | en-ru |
Health extension workers can help with so many things, whether it's family planning, prenatal care, immunizations for the children, or advising the woman to get to the facility on time for an on-time delivery. | Ezek a gondozók rengeteg dologban segíthetnek, legyen az családtervezés, terhesgondozás, gyerekek beoltása, vagy terhes nőknek szóló tanácsok, hogy mikor induljanak el a kórházba. | en-hu |
That is having real impact in a country like Ethiopia, and it's why you see their child mortality numbers coming down 25 percent from 2000 to 2008. | Isso está a ter um impacto real num país como a Etiópia, e é por isso que os números de mortalidade infantil desceram 25 % de 2000 a 2008. | en-pt |
In Ethiopia, there are hundreds of thousands of children living because of this health extension worker program. | In Ethiopië zijn er honderdduizenden kinderen die vandaag in leven zijn als gevolg van deze uitbreiding van het gezondheidswerkersprogramma. | en-nl |
So what's the next step for Ethiopia? | 那么埃塞俄比亚接下来的工作是什么呢？ | en-zh-cn |
Well, they're already starting talk about this. | Et bien, ils commencent déjà à parler de ceci. | en-fr |
They're starting to talk about, "How do you have the health community workers generate their own ideas? | "Kako da ovi zdravstveni radnici stvaraju svoje sopstvene ideje? | en-sr |
How do you incent them based on the impact that they're getting out in those remote villages?" | Как стимулировать их, опирающихся на своих знания, полученные в тех отдаленных деревнях?" | en-ru |
That's how you tap into local entrepreneurial talent and you unlock people's potential. | En hoe gebruik je het lokale ondernemingstalent om het potentieel van mensen te ontsluiten. | en-nl |
The third component of Coke's success is marketing. | コカコーラの3つ目の成功要素は マーケティングです | en-ja |
Ultimately, Coke's success depends on one crucial fact and that is that people want a Coca-Cola. | Kolanın başarısının dayandığı en önemli unsur insanların Coca-Cola istemesi. | en-tr |
Now the reason these micro-entrepreneurs can sell or make a profit is they have to sell every single bottle in their pushcart or their wheelbarrow. | Razlog što ovi mini-preduzetnici mogu da vrše prodaju i ostvare profit je taj što moraju da prodaju sve boce koje se nalaze u njihovim kolicima. | en-sr |
So, they rely on Coca-Cola in terms of its marketing, and what's the secret to their marketing? | 他们的市场营销战略 紧紧围绕着可口可乐这个产品。 那么他们市场营销战略的成功秘诀何在呢？ | en-zh-cn |
Well, it's aspirational. | خوب، این است که بر اساس آرمان است | en-fa |
It is associated that product with a kind of life that people want to live. | वह उस प्रोडक्ट को जोड़ती है उस तरह के जीवन के साथ जो लोग जीना चाहते हैं. | en-hi |
So even though it's a global company, they take a very local approach. | Dakle, premda se radi o globalnoj kompaniji, oni imaju jako lokalni pristup. | en-hr |
Coke's global campaign slogan is "Open Happiness." | شعار جهانی شرکت "کوکاکولا" "خوشبختی همگانی" است | en-fa |
But they localize it. | Ali oni tome pristupaju lokalno. | en-sr |
And they don't just guess what makes people happy; they go to places like Latin America and they realize that happiness there is associated with family life. | Δε μαντεύουν τι κάνει χαρούμενο έναν άνθρωπο αλλά πηγαίνουν σε μέρη όπως η Λατινική Αμερική και συνειδητοποιούν ότι εκεί η ευτυχία σχετίζεται με την οικογενειακή ζωή | en-el |
And in South Africa, they associate happiness with seriti or community respect. | لە ئەفەریقای باشوور خۆش گوزەرانی دەبەستنەوە بە ڕێزگرتنی کۆمەڵگاوە | en-ku |
Now, that played itself out in the World Cup campaign. | Dat speelde zich af in de World Cup-campagne. | en-nl |
Let's listen to this song that Coke created for it, "Wavin' Flag" by a Somali hip hop artist. | Ecoutons la chanson que Coca-Cola a créé pour l'évènement, "Drapeau dans le vent" par un artiste somalien de hip hop. | en-fr |
(Video) K'Naan: ♫ Oh oh oh oh oh o-oh ♫ ♫ Oh oh oh oh oh oh oh oh oh oh ♫ ♫ Oh oh oh oh oh o-oh ♫ ♫ Oh oh oh oh oh oh oh oh o-oh ♫ ♫Give you freedom, give you fire♫ ♫ Give you reason, take you higher ♫ ♫ See the champions take the field now ♫ ♫ You define us, make us feel proud ♫ ♫ In the streets our heads are lifted ♫... | (vidéo) K'Naan: ♫ Oh oh oh oh oh o-oh ♫ ♫ Oh oh oh oh oh oh oh oh oh oh ♫ ♫ Oh oh oh oh oh o-oh ♫ ♫ Oh oh oh oh oh oh oh oh o-oh ♫Te donne la liberté, te donne la flamme♫ ♫Te donne une raison, t'emmène plus haut♫ ♫Regarde le champion entrer sur le terrain♫ ♫Tu nous définis, tu nous rend fiers♫ ♫Dans la rue, nos têtes s... | en-fr |
Well, they didn't stop there -- they localized it into 18 different languages. | Jamen, de stoppede ikke der -- de gjorde den lokal til 18 forskellige sprog. | en-da |
And it went number one on the pop chart in 17 countries. | وأحتلت المرتبة الأولى في قائمة أغاني البوب في 17 دولة. | en-ar |
It reminds me of a song that I remember from my childhood, "I'd Like to Teach the World to Sing," that also went number one on the pop charts. | Μου θυμίζει ένα τραγούδι απ την παιδική μου ηλικία "Θα ήθελα να μάθω τον κόσμο να τραγουδά" που επίσης ήταν νούμερο 1 σε πολλά ποπ τσαρτ | en-el |
Both songs have something in common: that same appeal of celebration and unity. | Entrambe le canzoni hanno qualcosa in comune: lo stesso richiamo alla celebrazione ed all'unità. | en-it |
So how does health and development market? | کەواتە، تەندروستی و بەرەو پێش چوونی بازاڕ چۆنە؟ | en-ku |
Well, it's based on avoidance, not aspirations. | ובכן, זה מבוסס על הימנעות, לא שאיפות. | en-he |
I'm sure you've heard some of these messages. | من مطمئن هستم که شما تعدادی از این پیام ها را شنیده اید. | en-fa |
"Use a condom, don't get AIDS." | "Brug et kondom, få ikke AIDS." | en-da |
"Wash you hands, you might not get diarrhea." | "Мий руки, можливо не підхопиш діарею" | en-uk |
It doesn't sound anything like "Wavin' Flag" to me. | Nezní to pro mne jako "mávání vlajky". | en-cs |
And I think we make a fundamental mistake -- we make an assumption, that we think that, if people need something, we don't have to make them want that. | و من فکر می کنم که ما یک اشتباه اساسی می کنیم. ما از قبل فرض می کنیم، ما فکرمی کنیم که اگر مردم به چیزی احتیاج دارند، ... ما مجبور نیستیم که کاری کنیم که آنها آن را بخواهند. | en-fa |
And I think that's a mistake. | وا بزانم ئەوە هەڵەکەیە | en-ku |
And there's some indications around the world that this is starting to change. | 现在在全球范围内，这个情况似乎有所改变。 | en-zh-cn |
One example is sanitation. | Erre példa a higiénia. | en-hu |
We know that a million and a half children die a year from diarrhea and a lot of it is because of open defecation. | Kita tahu bahwa satu setengah juta anak meninggal tiap tahunnya karena diare, dan sebagian besar disebabkan karena tempat buang air besar yang terbuka. | en-id |
But there's a solution: you build a toilet. | Но есть решение: построить туалет. | en-ru |
But what we're finding around the world, over and over again, is, if you build a toilet and you leave it there, it doesn't get used. | Mas o que encontramos cada vez mais no mundo é que, se construirmos uma instalação sanitária e a deixarmos lá, não é usada. | en-pt |
People reuse it for a slab for their home. | Lidé ji použijí jako materiál na jejich dům. | en-cs |
They sometimes store grain in it. | Elas às vezes armezenam grãos neles. | en-pt-br |
I've even seen it used for a chicken coop. | Cheguei a ver um ser usado como galinheiro. | en-pt-br |
(Laughter) But what does marketing really entail that would make a sanitation solution get a result in diarrhea? | （众人笑） 那么我们如何利用市场营销 让人们学会注重公共卫生，进而消灭痢疾呢？ | en-zh-cn |
Well, you work with the community. | باشە، تۆ لەگەڵ کۆمەڵگە کاردەکەیت | en-ku |
You start to talk to them about why open defecation is something that shouldn't be done in the village, and they agree to that. | Man begynder at tale til dem om hvorfor besørgelse i det fri er noget der ikke bør gøres i landsbyen, og de er enige med det. | en-da |
But then you take the toilet and you position it as a modern, trendy convenience. | I onda uzmete toalet i pozicionirate ga kao moderno, trendovsko mjesto. | en-hr |
One state in Northern India has gone so far as to link toilets to courtship. | Um estado do norte da Índia foi longe ao ponto de vincular o sanitário à paquera. | en-pt-br |
And it works -- look at these headlines. | וזה עובד. ראו את הכותרות הללו. | en-he |
(Laughter) I'm not kidding. | （笑い） ［男達よ 言い寄る前にトイレの設置」「トイレなし？ 嫁もなし」 本当ですよ | en-ja |
Women are refusing to marry men without toilets. | 女性達はトイレのない男性との結婚を拒否しています | en-ja |
No loo, no "I do." | Ако нямаш тоалетна, няма "Аз изкам." | en-bg |
(Laughter) Now, it's not just a funny headline -- it's innovative. It's an innovative marketing campaign. | (Risas) Ahora, no es sólo un título divertido. Es innovador. Es una campaña innovadora. | en-es |
But more importantly, it saves lives. | पर सबसे बढ़ कर, यह जीवन बचाता है. | en-hi |
Take a look at this -- this is a room full of young men and my husband, Bill. | תראו את זה. זה חדר מלא בגברים צעירים ובעלי, ביל. | en-he |
And can you guess what the young men are waiting for? | Možete li da pogodite šta ovi mladići čekaju? | en-sr |
They're waiting to be circumcised. | Sünnet olmayı bekliyorlar. | en-tr |
Can you you believe that? | Kan I tro det? | en-da |
We know that circumcision reduces HIV infection by 60 percent in men. | 割礼することで男性のHIV感染が 60％減少すると知られています | en-ja |
And when we first heard this result inside the Foundation, I have to admit, Bill and I were scratching our heads a little bit and we were saying, "But who's going to volunteer for this procedure?" | और जब हमने फाउंडेशन में पहली बार इस परिणाम को सुना, तो मुझे स्वीकार करना पड़ेगा, बिल और मैं अपने सर खुजा रहे थे, और कह रहे थे, "पर कौन इस तरीके के लिए अपनी मर्ज़ी से आगे आएगा?" | en-hi |
But it turns out the men do, because they're hearing from their girlfriends that they prefer it, and the men also believe it improves their sex life. | Men det viser sig at mænd gør det, fordi de hører fra deres kærester at de foretrækker det, og mændene tror også på at det forbedrer deres sexliv. | en-da |
So if we can start to understand what people really want in health and development, we can change communities and we can change whole nations. | Así, si podemos empezar a entender lo que la gente quiere en salud y desarrollo, podemos cambiar las comunidades y también países enteros. | en-es |
Well, why is all of this so important? | Alors pourquoi est-ce que tout cela est si important ? | en-fr |
So let's talk about what happens when this all comes together, when you tie the three things together. | Să vorbim despre ce se întâmplă când toate astea se întâlnesc, când legăm aceste trei lucruri împreună. | en-ro |
And polio, I think, is one of the most powerful examples. | І поліомієліт, мені здається, є одним з найкращих прикладів. | en-uk |
We've seen a 99 percent reduction in polio in 20 years. | Wir haben in den letzten 20 Jahren einen Rückgang von Polio um rund 99% beobachtet. | en-de |
So if you look back to 1988, there are about 350,000 cases of polio on the planet that year. | Tornando indietro al 1988, sono stati registrati 350.000 casi di poliomelite sul pianeta in quell'anno. | en-it |
In 2009, we're down to 1,600 cases. | 2009'da ise sadece 1600 vaka. | en-tr |
Well how did that happen? | ובכן כיצד זה קרה? | en-he |
Let's look at a country like India. | Olhemos para um país como a Índia. | en-pt |
They have over a billion people in this country, but they have 35,000 local doctors who report paralysis, and clinicians, a huge reporting system in chemists. | Imaju preko milijardu ljudi u toj zemlji, ali imaju 35.000 lokalnih doktora koji izvještavaju o paralizi, i kliničara, veliki sustav izvještavanja kod kemičara. | en-hr |
They have two and a half million vaccinators. | Mereka memiliki dua setengah juta tenaga pemberi vaksin. | en-id |
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