亚马逊八大干将全接触

迪戈•帕森提尼

国际零售高级副总裁

    虽然亚马逊成立之初主营国内业务，但目前，公司45%的销量来自中国、德国和日本等九个国家。帕森提尼负责公司的国际零售业务，上个季度，该部门为公司收入贡献了49亿美元。

    帕森提尼已在公司服务了11年。在此期间，他发现，各种文化之间的相似之处多于差异——至少在零售方面确实如此。他在斯坦福大学（Stanford University）演讲时说：“事实证明，不论消费者来自中国还是非洲，或者欧洲，没有人不喜欢低价商品。”

    返现也是比较受消费者亲睐的一种促销方式。帕森提尼提到了2005年的一个实例。当时，对于在降价之前购买哈利•波特系列图书的5,000名中国消费者，他坚持要求公司按每本书人民币5元（当时不足1美元）给予现金返现。他说：“在当时的中国市场，应该还没有哪家零售商这样做过。但对于一家秉持‘客户至上’的跨国公司来说，这不仅为消费者带来了实惠，而且也是当年我们操作的最成功的一次营销活动。”

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."