-
Lesson Eight Science Has Spoiled My
Supper
科学毁了我的晚餐
I am a fan for Science. My
education is scientific and I have, in one field,
contributed a monograph to a scientific
journal.
我是个科学迷。我是学科学的，曾为一份科学刊物写过某个
领域
的一篇
专题文章
。
Science,
to my
mind
, is applied honesty, the one
reliable means we have to find out truth.
在我看来，科学需运用诚实，是我
们发现真理的唯一可靠的手段。
That is why, when error is committed in
the name of science, I feel the way a man would if
his favorite uncle had taken
to drink.
因此在
以科学的名义
做错事
时，我的感觉
就像一个人
最喜欢的叔叔染
上酒
瘾后的心情一样。
Take cheese, for instance.
Here and there, in big
cities, small stores and delicatessens specialize
in cheese.
以奶酪为
例。在大城市到处都有一些小店和
熟食店
专营奶酪。
At such places, one
can buy at least some of the first
–
rate cheeses that we used
to eat
在这些地方，
至少还能买到过去吃过的一些最好的奶酪
---such as those we had
with pie and macaroni (
通心粉
).
比如我们在吃馅饼和通心粉时吃的奶酪。
The latter were sharp but
not too sharp.
They were a
little crumbly. (
易碎的
)
后一种味道重但又不过
重
，有点易
碎
。
We called them American
cheeses; actually they were Cheddars.
我们把它们称作美国奶酪，其实就是切达奶酪。
Long ago, this cheese began
to be supplanted(
替代
) by a
material called
“
cheese foods
“
.
很久以前，这种奶酪开始被一种叫
做“奶酪食品”的东西所代替。
Some cheese foods are fairly edible;
but no one comes within miles of the old kind
---for flavor(
味道
).
有些奶酪食品是可以吃的，但是在
味道上没有一种能和原来的奶酪
相比
。
It is not
possible to make the very best cheese in vast
quantities at a low average cost.
要在平均成本低的情况下
大量
生产出最上等的奶酪是不可能的。
“
Scientific
samplings
“科學取樣
got in its
statistically nasty work.
“科学抽样”
做了令人讨厌的统计工作，
It was found that the largest number of
people will buy something that is
bland
(
平淡的
) and rather
tasteless.
结果发现大多数人都会买平淡的没什么味道的东西。
Those who prefer a product
of a pronounced and individualistic
flavor(
明顯獨特風味產品
)have a
variety of
preferences
（各種不同的愛好）
.
Nobody is altogether
pleased by bland foodstuff, in other words; but
nobody is very violently
put off.
那些喜欢有明显独特风味产品的人
有各种不同的爱好，
也就是说，
没有人会完全喜欢平淡无味的食
物，
但也没有
人会厌恶到不去买的地步。
The results is that a “
reason “ has been found for turning out zillions
of packages of something that will “ do “ for
nearly
all and isn’t even
imagined to be superlatively good by a single
soul.
其结果是得出一个“
理由”
，去生产出大量的包装食品。这些食品几乎所有的人都能“凑合着用”
，
但是不会有
人认为它们是特别好的东西。
Our vegetables, however,
come to us through a long chain of command.
然而，我们的蔬菜是经过一个长长
的控制环节才供应到我们手中。
There are merchants of several sorts
-----wholesalers (
批發商
)before
the retailers(
零售商
),
commission men(
代理商
),
and so on ----with the result that what
were once edible products become, in transit, mere
wilted leaves and withered
tubers.
有好几种商人一一先是批发商，接
着是零售商，代理商等等。结果，一度是可食用的农产品在运输过程中变成了
一堆干枯的
叶子和干瘪的块茎。
Homes
and restaurants do what they can with this stuff
----which my mother---in ---law would discard on
the spot.
家庭和饭馆
尽其所能利用这些东西——我的岳母会当场把它们扔掉。
I have long thought that the famed
blindfold test for cigarettes should be applied to
city vegetables.
我早就想到，那出了名的蒙上眼睛品测香烟的做法也该应用到城市蔬菜上来。
For I am sure that if you
pureed them blindfolded, you
couldn
’
t
tee(
分辯
) the beans from the
peas, the turnips from the
squash
(
南瓜
).
因为我确
信如果蒙上眼睛品尝蔬菜浓汁，你分辨不出是菜豆还是豌豆，萝卜还是南瓜。
The
women
’s
magazines are about
one third
dedicated(
專注於
)to
clothes, one third
to
mild comment on sex, and
the
other third
to
recipes (
菜譜
)and
pictures of handsome salads, desserts, and main
courses.
妇女杂志大约
1
／
3
的篇幅
是关于衣着的，
l
／
3
是对两性关系的温和评论，另外的
l
／
3
则是菜谱和美观的沙拉，
甜食和主菜的图片
“
Institu
tes “ exist to
experiment and tell housewives how to cook
attractive meals and how to turn
leftovers
into works
of art.
有“训练班”专门试验，教给主妇们如何烹制一餐好看的食物，如何把
剩菜
变成艺术品。
The food thus pictured looks like
famous paintings of still life.
The only trouble is it’s
t
asteless.
这样，拍成照片
的食物看上去就像一
幅著名的静物画。唯一
不尽人意
的问题是吃起来没有味道。
I wonder if this
blandness of our diet doesn’t explain why so many
of us are overweight and even dangerously so.
我在想不知道我们饮食的这种淡而
无味的状况，
是不是造成我们之中这么多人过于肥胖的原因，
有
的甚至胖到了
危险的程度
`
When things had flavor, we knew what we
were eating all the while ----and it satisfied us.
当食物有滋味的时候，我们从
头到尾都知道自己吃的是什么，从中得到满足。
A teaspoonful of my mother-
in-
law’s wild strawberry jam will
entirely satisfy your jam desire.
尝一茶匙我岳母做的草萄酱就能完全满足你的果酱欲。
But, of the average tinned
or
glass packed strawberry jam, you
need half a cupful to get the idea of what you’re
eating.
但是一般的罐头
或瓶装草毒酱你得吃上半茶杯才知道自己吃的是什么。
It is, however, “
deep
-
freezing “ that has
really rung down the curtain on American cookery.
然而真正敲响美国烹调丧钟的还是
“低温冷藏”
。
Nothing is improved by the process.
I have yet to taste a deep-
frozen victual(
食品
) that
measures up, in flavor, to the
fresh,
unfrosted original.
这一过程并没有使任何东
西有所改进
。我还从来没尝到过任何经过低温冷藏的食物在味道上能达到新鲜未冻过
的同样食物的水
平。
And most
foods, cooked or uncooked, are destroyed in the
deep freeze for all people of sense an
sensibility.
大多
数的食物无论是生是熟，对所有具有理性和感觉的人来说经过低温冷藏后就全完了。
Vegetables with crisp and
cracking texture emerge as mush, slippery and
stringy as hair nets simmered in
V
aseline.
The
essential oils
that
make peas peas ---and cabbage cabbage
----must undergo fission
and fusion in
freezers.
Anyhow,
they vanish.
Some meats turn to leather.
Others to wood pulp.
质地爽脆的蔬菜出来后就像在凡士林中炖过的发网一样粘糊糊
，
滑溜溜，
筋拉拉的。
使豌豆成其为豌
豆——甘蓝
成为甘蓝——
的精油在低
温冷藏箱中一定经过裂变与聚变。总之，它们消失了。有些肉类变成了皮革，另一些
则成
了木纸浆。
白老师论文改的行吗时间不多了心里好急哪
The Germans say,
“
Man is what he
eats.
“
If this be true, the people of the U.
S. A.
are well on their way
to
becoming a faceless mob of
mediocrities (
平庸之輩了
).
德国人说：
“人由其所吃食物定优劣。
”如果这话是真的，那么美国人就快要变成一群毫无特点的
平庸之辈了。
And if we
apply to other attrib
utes the
criteria,we would not want bright children any
more; we’d merely want them to
look
bright ---and get through school fast.
如果我们以近来用在饮食上的标准来衡量人的其他品质，
就会是这个结果。
我们不再要聪明的孩子了，
我们只要
他们看上去聪明就行了——而且能快速完成学业。
Lesson Nine
I
’
ll Never Escape the
Ghetto
我
永
不
脱
离
黑
人
区
The
Watts-as-a-way-station
mentality(
心態
) has a firm
hold on both those who remain and those who leave.
把瓦茨视为中转站的心态在留下的
及离去的人身上都有牢固的影响。
Such as it is, the
ghetto(
猶太區
) is regarded as
no place to make a career for those who have a
future
在这种情况下，人们认为黑人区不是有前途的
人成就一番事业的地方。
.
Without
exception
毫無例外
, the prime
American values underscore the notion.
美国的基本价值
观念也毫无例外地强调了这个看法。
Negroes, inside it or out, and whites
too, behave toward the ghetto like travelers.
黑人区内外的黑人以及白人就像游客一样把
黑人区当做旅途上的暂留之处。
The
talk
among
the
ambitious
雄心
and
future-
minded
遠見
youth
in
Watts
was
on
getting
out
so
that
careers
could
begin.
在瓦茨，有抱负、有远见的年青人谈论的是走出黑人区，开始
干一番事业。
And they
did just that.
The
talented(
才能的
) young people
left Watts
in
droves
(
成群結隊
).
他们正是这样做的。有才能的年青
人
成群
结队离开瓦茨，
The one skill they had in
common was the ability to escape the ghetto.
他们
共同
拥有的
本领是脱离黑人区的
能力
I followed the instructions
of those who fled Watts.
I
adopted the language of escape.
我遵循那些逃离瓦茨的人的教导，采用了逃避性的语言。
I resorted to all the
devices of those who wished to escape.
我采用那些希望逃
出的人所使用的一切手段。
I was from South Los Angeles,
thereafter, not Watts.
“
South Los Angeles”,
geographically
identical to
Watts, carried
none of the latter’s stigma.
从那以后，我就成了从南洛杉矾来的，而不是从瓦茨。
“南洛杉矶”在
地理位置
上与瓦茨
相同
，但没有瓦茨的
污名
。
South Los
Angeles was a cleaner-safer
–
designation
(
稱呼
).
It meant having a home with
possibilities.
南洛杉矾是一个干净、安全一些的
称呼
。它意味着有一个充满希
望的家。
The
parallel
between a single
individual
’s
success
and the bootstrap effort of the
mass of ghetto youth is and remains too
tenuous
微小
to comport with reality.
个人的
成就
与广大黑人区青年依靠自己的努力取得成功之间的
可比性
极其微
小，很不现实。
This was made clear to me
during the discussions of the Harlem riots on
those hot summer days in Vienna.
对我来说，这一点在维也纳那个炎热的夏天对哈莱姆暴乱的讨论
中就很清楚了。
It shattered(
粉碎
)
the notion
觀念
that
my individual progress could be
hailed
as (
視作
)
an advance
for all Negroes.
它粉碎了我认为自己个人的发展能够
被视作
所有黑人的进步
的想
法。
Regrettably, it was an advance only for
me.
令人遗憾的是，这就只是我个人的进步。
Earlier I had thought the
success I had won satisfied an
obligation
I had to all
Negroes.
过去我认为我取得的成功使我能履
行自己对所有黑人的责任，
It is part of
the lip
service
every successful Negro is
obliged to pay to the
notion(
觀念
)of
race
progress
whenever he
achieves.
这是每一个有成就的黑人在取得成功后不得不对
种族
进步的观念在
口头上
作出表示的一
部分。
In the face
of mass rioting, the old
shibboleths
陈词滥调
were reduced to
embarrassing
難堪
emptiness.
在大规模暴乱面前，这种
陈词滥调
变成
了
令人难堪
的空话。
I was enjoying the
privileges of studying at the
world
’s
finest universities;
Negroes at home were
revolting against
their
miserable
痛苦
condition.
我正在享受着在世界最优秀的大学学习的
特权
，
而家乡的黑
人正在为
反抗
他们所处的悲惨状况而斗争。
To them, my experience and
example
were as
remote
as if I had never
lived or been there.
我的经历和
榜样
对他们来说是如此
遥
远
，好像我从未在那儿生
活或从未到过那儿一样。
At
best, only
the top students
could identify with my example
–
but they were few.
最多也只有
最好的学生
才能
感
到
同我一样，但他们毕竟很少。
And besides, the top
students were not the problem.
除此之外，好学生不是问题所在。
The parallel between a
single individual
’s
success
and the bootstrap effort of the mass of ghetto
youth is and remains too
tenuous
微小
to comport with reality.
个人的成就与广大黑人区青年依靠自己的努力取得成功之间的
可比性极其微
小，很不现实。
This was made clear to me
during the discussions of the Harlem riots on
those hot summer days in Vienna.
对我来说，这一点在维也纳那个炎热的夏天对哈莱姆暴乱的讨论
中就很清楚了。
It shattered(
粉碎
)
the notion
觀念
that
my individual progress could be hailed as
(
視作
)an advance for all
Negroes.
它粉碎了我认为自己个人的发展能够被视作所有黑人的进步的想
法。
Regrettably, it was an advance only for
me.
令人遗憾的是，这就只是我个人的进步。
Earlier I had thought the
success I had won satisfied an obligation I had to
all Negroes.
过去我认为我取得的成功使我能履
行自己对所有黑人的责任，
It is part of the lip service every
successful Negro is obliged to pay to the
notion(
觀念
)of race progress
whenever he
achieves.
这是每一个有成就的黑人在取得成功后不得不对种族
进步的观念在口头上作出表示的一部分。
In the face of mass
rioting, the old shibboleths
陈词滥调
were reduced to
embarrassing
難堪
emptiness.
在大规模暴乱面前，这种陈词滥调变成
了令人难堪的空话。
I was enjoying the privileges of
studying at the world
’s
finest universities; Negroes at home were
revolting against their
miserable
痛苦
condition.
我正在享受着在世界最优秀的大学学习的特权，而家乡的黑
人正在为反抗他们所处的悲惨状况而斗争。
To them, my experience and
example were as remote as if I had never lived or
been there.
我的经历和榜样对他们来说是如此遥
远，好像我从未在那儿生活或从未到过那儿一样。
At best, only the top
students could identify with my example
–
but they were few.
最多也只有最好的学生才能感
到同我一样，但他们毕竟很少。
And besides, the top students were not
the problem.
除此之外，好学生不是问题所在。
Lesson
Ten
How
Market
Leaders
Keep
their
Edge
领先市场的公司
怎样保持竞争优势
by Michael Treacy and Fred Wiersema
课文翻译
(Translation
of the text)
米歇尔?特雷西
&
弗雷德?沃西马
Our research shows that no company can
succeed today by trying to be all things to all
people.
我们的调查表明
，没有一家公司能够做到面面俱到，
满足
所有人的需求而成
功。
It must instead find the
unique value that it alone can
deliver
to
a chosen market.
相反，它必须找到一种特定的价值观为其所选定的市场服务。
We
have
identified
three
distinct
value
disciplines,
so
called
because
each
discipline
produces
a
different
kind
of
customer value.
我们归纳三种不同的价值类型，
这么说是
因为每种类型都提供一种不同的顾客价值观。
Choosing
one
discipline
to
master
does
not
mean
that
a
company
abandons
(
放棄
)the
other
two,
only
that
it
picks
a
dimension of
value(
價值類型
) on which to
stake its market reputation
(
声誉
)over the long term.
选择一种价值类型去做并不意味着
一家公司放弃了另外两种，
这只意味着它选择了价值观的一个
方
面
，
并以此
建
立
自己长期的市场
声誉
。
The third value discipline we have
named customer
intimacy(
親密的
).
第三种价值类型我们称之为亲密顾客型。
Its adherents
(
信念
)focus on delivering not
what the market wants but what specific customers
want.
这类公司着重提供的不是市场的需求，而是特定顾客群体需求。
Customer-intimate companies
do not pursue one-time
transactions(
交易
); they
cultivate relationships.
与顾客关系密切的公司追求的不是一次性的交易，
他们培养与顾客之间的关系。
They
specialize
in
satisfying
unique needs,
which
often
only
they
recognize,
through
a
close
relationship
with
---and
intimate knowledge of
----the customer.
< br>他们满足顾客的特殊需求，而这些需求，只有靠他们和顾客建立密切关系，深入了解才能获知。
< p>
Their
proposition
(
宗旨
)to the
customer: We have the best solution for you, and
we provide all the support you need to
achieve
optimum(
最適宜的
)
results
, or value, or both,
from whatever products you buy.
他们为顾客服务的
宗旨
是：
我们为你提供最佳解决办法，
提供你所需的一切
支持以达到你所购买的任何产品的
最
佳效果
或价值，或两者兼顾。
Long distance telephone carrier Cable&
Wireless,, for example,
practices
customer
intimacy with a
vengeance(
極度
),
achieving success in a highly
competitive market by consistently
going
the extra mile
(
額外的服務
)for its
selectively
chosen, small-business
customers.
比如，长途电话公司
Cable & Wireless
彻底实行
密切联系顾客的策略，通过始终如一地设法为它所选定的生意
规
模小的客户提供额外
服务，从而在激烈竞争的市场中获得成功。
Companies pursuing
product
leadership
continually
push
products
into
the realm
(
領域
)of the unknown, the
untried, or
the highly desirable
(
極且吸引力
).
追求产品先
领先
地位的公司不断努力
生产
出别人未知的，未尝试过的，或极
具吸引人的产品。
Reaching that goal requires that they
challenge themselves in three ways.
要想达到这个目标要求，他们必须在三个方面挑战自我。
First, they must be
creative.
More than
anything else, being creative means
recognizing and embracing
ideas that
may
originate anywhere ----inside the
company or out.
首先，
他们必须富有创造性。
富有创造性最主要的是能
认别并容纳
来源不同
的主意，
无论是公司那还是公司外。
Second,
they
must
commercialize
their
ideas
quickly.
To
do
so,
all
their
business
and
management
processes
are
engineered for speed.
其次，他们必须迅速地使自己的想
法商品化。要做到这一点，其所有的业务和管理进程都要加快速度。
Third and most
important,they must
relentlessly(
無情地
)
pursue
超越
ways to
leapfrog
（躍過）
their own latest product
or service.
第三点也是最重要的一点，他们必须坚持不懈地寻找
超越
自己最新产品和服务的途径。
If anyone is going to
render
their technology obsolete
,
使他们的技术过时
,they
prefer to
do it themselves.
如果有人要使他们的技术过时，他们宁愿自己来做。
Product leaders do not stop
for
self-congratulation
.
They are too busy raising
the bar.
产品领先型公
司不会满足于已取得的成绩，他们忙于追求更高的目标。
By the summer of 1987,
Acuvue was ready for
test-
marketing.
到
1987
年的夏天，
Acuvue
准备试销。
`
In less than a year, Vistakon rolled
out the product across the U. S.
with a high
–
visibility and campaign.
在不到一年的时间里，卫康公
司以显见
的广告
运动
在全美推广其产品。
Vistakon ---and
its parent, J& J ---were
willing
to
incur
high
manufacturing and inventory costs before a single
lens was
sold.
卫康公司和母公司强生公司在一副隐形眼镜尚未賣出之前
甘愿<
/p>
承受高额生产和库存费用。
Vistakon’s hi
gh-speed
production facility helped give the company a six-
month head start over would
–
be rivals.
卫康公司的高速生产设备有助于强生公司领先于它的未来竞争
对手六个月的时间。
Caught
off guard, the competition never caught up.
其竞争对手在未加提防情况下遭受重击，因而永远无法赶超。
Companies excelling in
product leadership do not plan for every possible
contingency, nor do they spend much time on
detailed analysis.
以产品领先而著称的公司不为每一个可能发生的意外事件做计
划，也不花太
多的时间做详细的分析。
`
Their strength lies in reacting to
situations as they occur.
Fast reaction times are an advantage
when dealing with the
unknown.
他们的力量体现在对所发生的情况做出反应。当处理未
知的事情时，快速反应是优势。
Vistakon’s managers, for example,
responded quickly when competitors challenged the
safety of the lenses.
比如，卫康公司的经理在对手对隐形眼镜的安全性提出异议时，他们做出迅速反应。
They
distributed
data
combating the charges,
via
Federal
Express,
to some
17,000 eye-care professionals.
他们通过联邦
快件
< br>递送公司把
反对指责
的数据
分发
给一万七千名护眼专业人士，
Vistakon’s speedy response engendered
goodwill in the marketplace.
卫康公司的迅速反应使其在销售市场建立了良好的商业信誉。
Winning through Customer
Intimacy
以顾客密切关系取胜
A company that delivers value via
customer intimacy builds bonds with customers like
those between good neighbors.
一个通过与顾客建立密切关系而实现其价值的公司与顾客建立
友邻一样的联
系。
Customer-
intimate companies
don’t deliver what the market wants but what a
specific customer wants.
<
/p>
顾客亲密型公司并不提供市场所需的，而是提供某特定的顾客所需的东西。
The customer-intimate
company
makes a business
of
knowing the people it sells to and the products
and services they
need.
顾客亲密型公司认为了解其顾客以及顾客所需的产品和服务<
/p>
至关重要
。
It continually
tailors
its products and
services and does so at reasonable prices.
它不断地使其产品和服务
迎合
顾客要求，而且价格合理。
Its
proposition
is: “ We get you
the best total solution.
<
/p>
它的服务
宗旨
是：
“我们使你得到最佳解决方案。
”
“
The customer
–intimate company’s greatest
asset
is its customers’
loyalty.
顾客亲密型公司的最大的资产是其顾客对它的忠诚。
Next Cable &Wireless fine-
tunes(
微調
)its services to
each customer.
其次，
Cable &
Wireless
公司对每个顾客的服务进行微调。
The company wants customers
to feel they’re getting the support of not just
the sales force but of the entire company.
公司要顾客感到
他们得到的支持不仅来自公司的销售人员而且来自整个公司
Top management empowers all
employees who work with customers to make
sophisticated decisions.
高级管理层授权所
有与顾客打交道的员工以做出老练的决定。
Pricing was once the domain
of corporate pricing gurus.
No longer.
定价权曾经只掌握在公司定价权威人
士手中，而现在再也不是这样了。
Now it’s in the hands of the 50 local
manage
rs.
现在
50
名地方经理手中都握着定价权
`
Lesson Eleven On
Human Nature and Politics
论人性
与政治
11-1 Undoubtedly the desire
for food
has been, and still
is
, one of the main causes of great
political events.
< br>勿容置疑，对于食物的欲望
一直是并仍然是
导致
重大
政治事件的主要原因之一。
But man differs from other
animals in one very important respect, and that is
that he has desires which are, so to speak,
infinite
, which can never be
fully gratified, and which would keep him
restless
even in Paradise.
但人与其他动物有一个很重要的区
别，那就是人有着可谓
无休止
的欲望，
永远不可能得到完全满足，即使到了
天堂也还不得
安宁
the boa
constrictor, when he has had an adequate meal,
goes to sleep, and does not wake until he needs
another meal.
巨蟒饱餐一顿后就睡觉，直到需要再吃一顿时才醒来。
I once befriended two
little girls from Esthonia, who had narrowly
escaped death
from
starvation
in a
famine.
我曾经帮助过两个爱沙尼亚来的小姑娘，她们在一场饥荒中死里逃生，幸免
饿死。
They lived in my family, and of course
had plenty to eat.
她们住在我家中，当然有足够的东西吃。
But they spent
all their leisure visiting neighbouring farms and
stealing potatoes, which they hoarded.
但是她们却花费所有的闲暇时间到邻近的农场去偷土豆，然后
贮藏起来。
Rockefeller, who in his infancy had
experienced great poverty, spent his adult life in
a similar manner.
< br>洛克菲勒在童年时代经受过极度的贫困，也以与此类似的方式度过他的成年。
Similarly the Arab
chieftains on their silken Byzantine divans could
not forget the desert, and hoarded riches far
beyond
any possible physical need.
同样，
那
些坐在拜占庭帝国柔软光滑的长沙發椅上的阿拉伯酋长们也无法忘记沙漠，
贮藏起远远超
过可能需要的
物质财富。
But whatever the psychoanalysis of
acquisitiveness, no one can deny that it is one of
the great motives especially among
the
more powerful, for, as I said before, it is one of
the infinite motives.
但不论对占有欲作什么样的精神分析，没人能够否认这是巨大的动机之一
However much you may
acquire you will always wish to acquire more;
satiety is a dream which will always elude you.
特别
<
/p>
是对较有权势的人更是如此，因为正如我前面所说，这是一个无休止的动机。无
论你获得多少，你总是希望获得更多，完全满
足是一个永远无法实现的梦想。
But great as is
the influence of the motives we have been
considering, there is one which outweighs them
all. . .
虽然我们上面
讨论的动机都有极大的
影响
，但还有一种动机却
胜过
它们??
Power, like vanity, is insatiable.
同虚荣心一样，权力欲也是永远无法满足的，
Nothing short of
omnipotence could satisfy it
completely.
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