外刊经贸知识选读翻译(1)

1、精品文档旺旺英语7欢迎下载Lesson 12软饮料战：下一次战争Soft Drink Wars: the Next BattleThe reformulation of Coke has given the feuding cola giants a chanee to go at each other again. 可口可乐的重新配方为长期不和的可乐巨头提供了一个新开战的机会。But Coca-Cola and PepsiCo are spoil ing for yet ano ther fight, and this time they'e pick ingon the littl

2、e guys: non-cola makers like Seven-Up and Dr Pepper.By Monci Jo Williams 但是可口可乐和百事可乐一心想进行另一场战斗，这一次它们选中了小企业：“七喜”和“佩拍博士” 。In the U.S. soft drink industry, where 1% of the market is worth $ 300 million in retailsales,Coca-Cola and PepsiCo don 'wage mere market share battles. They fight holy wars. T

3、hese days the fight ing is on two fron ts. One ison the vast pla ins of the cola bus in ess, where the reformulatio nof Coke has Pepsi on the defensive. The other is in the back alleys of the smaller,non-cola market.Un til now these have bee n domin ated by other compa ni es. As growth of high-calor

4、ie colas slows, however, Coca-Cola and PepsiCo are in vadi ng new territory.在美国的软饮料行业，1 %的市场份额就意味着3亿美元的零售额，可口可乐公司和百事可乐公司进行的不仅仅是争夺市场份额的斗争，他们进行的是“圣战”。目前他们的斗争有两条战线。一条是可乐生意的广阔战场，在这儿可口可乐的重新配方使百事处于守势。另一条战线是在较小的非可乐市场的后巷里。迄今为止，这些市场仍被其他公司所支配。由于高热量可乐的增长缓慢，可口可乐公司和百事可乐公司计划入侵新的领 域。Coca-Cola is movi ng in with tw

5、o new products: Cherry Coke, a canned vers ion of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice. Pepsi' new productis Slice, a lemon-lime soft drink that also contains fruit juice. If these products live up to their early performanee in test markets a b

6、ig if they could produce $ 3 billion a year in retail sales. The skirmishes betwee n the cola gia nts will precipitate a battle for supermarket shelf space and for the loyalty of battlers. The big guys will press bottlers to drop compet ing brands tomake wayfor their new products.可口可乐凭着两种新产品投入了战斗：一种

7、叫做“樱桃可乐”，是原来的冷饮柜的宠儿的罐装版，另一种叫做“小少女桔子汽水”，含有桔子汁。百事的新产品是“斯来思”，它也是一种包含果汁的柠檬一一酸橙软饮料。如果这些产品能够达到早期在试销市场的表现一这是个值得疑问的“如果”一他们在零售方面每年就 能产出30亿美元来。可乐巨人之间的小冲突就会升级为一场为争夺超市货架空间和瓶装商忠心的战役。这两个巨商将迫使瓶装商们放弃与之竞争的品牌，以便为他们的新产品让道。It ' too early to tell how the reincarn ated Coke is selli ng, si nee many bottlers are still

8、 worki ng off old inven tories. But the compa ny isn'tleavi ng much to cha nee. Coca-Cola will back new cokewith more than $ 70 million of advertisingthis year, vs. the $ 50 million or so PepsiCo will spendon its flagship brand. Over the long term, however, many in dustry an alysts believe the C

9、oke reformulati on will do little to dramatically cha nge either Coke' or Pepsi ' market share. SaysJoseph Doyle Harris Upham brokerage firm in New York:Twelve mon ths from now, we 'l look back andsee new Coke as a nonevent. "In all its variati ons, Coke holds about 29% of the U.S.

10、market, Pepsi 23%.现在判断新可口可乐产品的销售情况还为时过早，因为许多经销商还在销售存货，但是公司不会听任其 命运。今年可口可乐公司会用7千多万美元的广告费来支持新可乐，而百事可乐公司也将花大约5千万美元为自己的旗舰商标作广告。然而，从长远来看，许多行业分析家认为，可口可乐的重新配方几乎不会给可口 可乐或百事可乐的市场份额带来巨大的变化。纽约的 Harris Upham经济业联号的Joseph Doyle说，“从现在起12个月后，我们再回头看，会发现可口可乐其实很令人扫兴。”把所有产品都算在内，可口可乐占美国市场的29%，而百事占23%The compa ny's n

11、ew formula was desig ned partly to keep Coke' sales grow ing overseas. Comparedwith America ns, who guzzle more soda tha n water, the rest of the world is still in the sipp ing stage. Coca-Cola ' goal is to kick up its slowing growth rate outside the U.S. from about 3% a year to 10%. Company

12、 executives think a less filling, moreguzzleable ” new Coke will help.可口可乐设计新配方的部分原因是为了保持可口可乐在海外销售的增长。和喝汽水比水还多的美国人相 比，世界其他地区的人们简直仍处在“小口顺饮”阶段。可口可乐的目标是把美国之外减慢的增长率从一年 3%提高到10%。该公司的经管人员认为，一种不太“灌人”、更易“狂饮”的新型可乐将会起到预期作用。Domestically, sales of soft drinks have been bubbling along nicely. They grew 6% last y

13、ear, vs. 2% to 3% a few years ago. But the cola makers may experience more growing pains. At least with the high-calorie colas that account for half of all sales (diet colas hold about 12%). Baby-boomers are show ing a strong prefere nce for healthier, less fatte ning drinks as they ageeveryth ing f

14、romdiet soda to bottled water to fruit juice. For example, accord ing to Beverage World, an in dustry magazine, fruit juice and fruit drink sales have grown from $ 1.2 billion in 1976 to $ 8.4 billion last year. Joh n Costello, senior vice preside nt of market ing and sales for Pepsi-Cola USA, think

15、s the popularity of fruit juices can be captured in new soft drink products such as Slice.We wantto take the vitality of the juice market and put it into soft drinks,” says Costello.在国内，软饮料的销售一直不错。去年它们增长了6%，而几年前只有2%到3%。但是可乐制造商也许会经历更多的成长的烦恼，至少在高热量可乐方面，它占总销售额的一半(营养可乐占12%)。生育高峰期出生的人随着年龄的增长，表现出对有利健康、不易发

16、胖的饮料的强烈的喜爱一一所有一切，从营养汽水到 瓶装水到果汁。例如，根据行业杂志饮料界的报告，果汁和水果饮料的销售额已由1976年的12亿美元增长到去年的84亿美元。美国百事可乐营销部的副经理Joh n Costello 认为，果汁受欢迎的特点可以被运用到像“斯来思”这样的新型软饮料产品当中。Costello 说，“我们想汲取果汁市场的活力，把它注入到软饮料中。”Even without the new products from Coca-Cola and PepsiCo, the non-cola field is crowded. In deed, with so many region

17、al and nationalbrands out there, it is sometimes hard to keep track of who ownswhat and who ' competing with whom. But essentially the non-cola market can be divided into four segments: lemon-lime sodas, which account for about 12%of soft drink sales and include Philip Morris, 7 Up and Coca-Cola

18、 ' Sprite; orange sodas (4% of sales), which in clude R.J. Reyno Ids' Sun kist andProcter & Gamble ' Crush; mixers (2%), which in clude gin ger ale, club soda, and tonic water and, fin ally, the Pepper category (7%), domin ated by Dr Pepper, a non-cola drink based on a mixture of fru

19、it flavors.即使没有可口可乐公司和百事可乐公司的新产品，非可乐市场也是很拥挤的。的确，那儿有那么多的地 方品牌和国家品牌，有时很难弄清哪种品牌属于哪家公司、谁在和谁竞争。但是，非可乐市场基本上可以分 为四部分：占软饮料销售额12%的柠檬一一酸橙汽水，其中包括“菲利普？莫里斯”、“七喜”和可口可乐公司的“雪碧”；桔子汽水(占总销售额的4%),包括R.J.雷诺兹的“浴光”和宝洁公司的“迷恋”；调和饮料(2 %),包括姜汁淡啤酒、俱乐部汽水和滋补水；最后一类是佩拍类，其中主要产品是“佩拍博士”，这是一种把数种水果味道混合在一起的非可乐饮料。Although Coca-Cola and Pe

20、psiCo ' new fruit juice sodas will compete with each other, they are more likely to steal market share from all those other drinks already on supermarket shelves. Slice, a lem on-lime soda that actually contains four juices white grape, pear, lem on, and lime posesa challenge both to 7 Up, the N

21、o. 1 lemon-lime soda (4.4%) and sprite. Based on its performance in test markets, in dustry an alysts say Slice could grab 3% to 4% of the U.S. market.虽然可口可乐公司和百事有限公司的新果汁汽水将互相竞争，但它们更有可能从所有那些已经摆上超市 货架的其他饮料手中窃取市场份额。“斯来思”，一种柠檬一一酸橙汽水，实际上包含了 4种果汁一白葡萄汁、梨汁、柠檬汁和酸橙汁，它对头号柠檬一一酸橙汽水“七喜”(4. 4%)还有“雪碧”都形成了挑战。根据它在试销

22、市场上的销售情况，行业分析家认为，"斯来思”可能会占领美国软饮料市场的3%到4%的份额。Coca-Cola seems determined that Slice ' sales won 'tcome at the expense of Sprite. This year the company hiked Sprite ' advertising budget to $ 40 million, and boosted sales 25% in the first three mon ths. Seven-Up, on the other hand, stil

23、l seems to be search ing for a defe nse. It is distribut ingmore con sumer coup ons and giv ingbottlers biggerdisco un ts,but has alsoun imagi natively returned to its 17-year-old On cola ” advertis ingtheme. Says Jesse Meyers,publisher of Beverage Digest.ft ' raining out there, and Seven-Up has

24、n'tput up an umbrella. ”可口可乐公司似乎下定决心，不能用牺牲“雪碧”来换取“斯来思”的销售额。今年，该公司把“雪碧” 的广告费猛增到4千万美元，在第一季度，使其销售额比去年同期增长了25纬。另一方面，“七喜”似乎仍在寻求防御。它分发更多的赠券，给经销商打更大的折扣，但它也无趣地又回到已沿用了17年的广告主题一“非可乐”。饮料文摘的出版商 Jesse Meryer说，“外面正在下雨，七喜却还没有撑起伞。”Coca-Cola ' advanee into orange soda is bad news for Sunkist, which holds a 1

25、.5% share of the soft drink market, and Crush (around 1%) Coca-Cola began testing Minute Maid Orange Soda in Canada last summer. Someanalysts think it will quickly challenge Sunkist as the top-sellingorange drink.可口可乐向桔子汽水进军对占软饮料市场1.5 %的“浴光”和1 %的“迷恋”来说都是坏消息。去年，可口可乐公司开始在加拿大试销“小少女”桔子汽水。一些分析家认为它很快就会作为最

26、畅销的柑桔饮料挑 战“浴光”。The sleeper among the products might turn out to be Cherry Coke, which contains no fruit juice at all. Ema nuel Goldma n, a beverage an alyst with Mon tgomery Securities in San Fran cisco, says Cherry Coke has captured shares of 4% to 8% in test markets. The drink probably won'do

27、as well whe n itis rolled out nationally, since consumer coupons and price promotions have been helping it along.But Goldman believes Cherry Coke couldeventuallydisplace Dr pepper as thenation 'fifth-best-selling soft drink.诸产品中出人意料的成功者可能会是“樱桃可乐”，它根本不含果汁。旧金山Montgomery证券的饮料分析家Emanuel Goldman说，“樱桃

28、可乐”在试销市场上占了4%到8%的份额。在全国铺开销售时，它的销售情况也许不会那么好，因为在试销时消费赠券和价格促销起了一定作用。但是Goldman相信“樱桃可乐”最终会取代“佩拍博士”，成为该国排名第五的畅销饮料。Even if consumers swill the new sodas by the liter in test markets, however Coca-Cola and PepsiCo still face a struggle in persuadi ng bottlers across the n ati on to take the products. One of

29、 the biggest battles in the soda wars, in fact, may not be fordrin kers but for bottlers. Bottlers havea symbiotic but occasi on ally fractious relati on shipwith the syrup makers. Although Coke and Pepsiown some of their own bottli ng compa ni es, most bottlers are still in depe ndent. They do the

30、bulk of their bus in ess sell ing colas, coun ti ng on Dr Pepper, Sun kist, and other non-colas to fill out their line. But because exclusive con tracts with the syrup makers preve nt bottlers from distribut ing compet ing bran ds, the cola gia nts must persuade them to drop established products to

31、take on Slice or Min ute Maid Orange Soda.即使在试销市场上消费者成升地畅饮这些新型汽水，可口可乐和百事可乐仍面临一场斗争来劝说全国的 经销商接受这些产品。事实上，汽水战争中最大的斗争也许不是争夺饮用者而是争夺经销商。经销商和浆汁 制造商之间有一种共生的但有时又很难驾驭的关系。虽然可口可乐和百事可乐都有自己的经销公司，但是大 多数的经销公司仍然是独立的。他们的主要业务是销售可乐，此外还靠“佩拍博士”、“浴光”及其他非可乐饮料来补充生意。但由于独家经销合同禁止经销商销售竞争品牌的产品，可乐巨头们必须说服经销商放弃已 经确定了地位的产品，以接受“斯来思”和“

32、小少女”柑桔汽水。The bottlers may no to along. Much of the expe nse of in troduci ng a new product blitz ingconsumers with coupons and offeringdeep discounts to retailers to get the product on the shelves isborne by the bottler.He is reluctant to walk away from his investment in an existing brand to ponyup

33、for something new. That may be especially so in the case of the fruitjuice sodas. Because syrupsmade with juices are more expe nsive tha n other syrups, Coca-Cola and PepsiCo will be charg ingbottlers more for them. But to boost Slice' sales, bottlers are disco unting the drin k. If theycan '

34、;get the price up and keep it up, PepsiCo' new product will be less profitable to them thanregular soft drinks that hold smaller market shares.经销商也许不会同意。因为引进一种新产品的大部分费用一一包括对消费者发起赠券攻势、给零售商大 打折扣以使产品摆上货架一一都是由经销商承担的。他不愿放弃对现有品牌的投资，而去为某种新品掏钱。 这对果汁汽水尤其如此。由于用果汁制成的浆汁比其他浆汁要贵，可口可乐和百事可乐公司将会为此索要更 高的价钱。但是为了促进

35、“斯来思”的销售，经销商们正在给该饮料打折。如果他们不能使价格回升并维持 其价，百事公司的新产品对他们来说，将没有占市场份额较小的常规软饮料利润大。Con tractual con flicts could hurt some new brands more tha n others. Minute Maid Orange Soda appears to face more trouble than Slice, since half of Coca-Cola ' bottlers are pledged to distribute Sunkist or Crush; only 22%

36、of PepsiCo ' bottlers handle Slice ' head-to-head competitor, 7 Up. Cherry Coke may have the easiest time. It will compete with Dr Pepper, for which Coca-Cola bottlers do more than 40% of the distribution.But Dr Pepper has told Coke bottlers that it doesn 'see the new soda as a direct co

37、mpetitor, so they don't have to worry about losing the Pepper franchise if they take on the new drink. Is Dr Pepper being generous? Hardly. The company apparently fears that if Coke bottlers are forced to choose between Cherry Coke and Dr Pepper, they will let the doctor take a walk.合同冲突对于一些新品牌的

38、伤害可能比另一些要大。“小少女”柑桔汽水好像要比“斯来思”面临更多的麻烦，因为可口可乐一半的经销商都承诺要销售“浴光”或“迷恋”；百事公司仅有22%的经销商销售“斯来思”的死对头“七喜”。“樱桃可乐”的日子也许过得最容易，它将和“佩拍博士”竞争，而后者40%的产品是由可口可乐公司的经销商销售的。但是“佩拍博士”已经告诉可口可乐的经销商，他不认为这种新的汽 水会是一名直接竞争者，所以如果经销商们答应销售“樱桃可乐”，也不必担心会失去佩拍的经销权。“佩拍博士”大度吗？不。该公司显然担心，如果可乐的瓶装商们被迫在“樱桃可乐”和“佩拍博士”间作出选择， 那么走人的将会是“博士”。It ' ha

39、rd to gauge a bottler ' loyalty. Coke ' biggest bottler is John T. Lupton, chairman of JTL Corp., a $ 700-milli on-a-year Chatta no oga compa ny. Lupt on also bottles Sun kist, but ask him if he ' willi ng to drop it so he can take on Coca-Cola' Minute Maid, and he 'tell you,“

40、9; beglad to. All Coca-Cola has to do is give me a product that' competitive in price and quality, andI 'take it hands down. ” But not Charles Millard, chairman of the $ 600-million-a-year Coca-Cola Bottli ng Co. of NewYork, Coke's sec on d-largestcustomer. Even though Coke owns 31%of hi

41、s compa ny,Millard says he will stick with Sun kist.They have made a big in vestme nt in this market and inour bus in ess,” he says. 'The smart bottlers will leave the dance with the girl they came with.”一个经销商是否忠诚很难断定。可口可乐的最大经销商是JTI公司的董事长John T. Luptono该公司位于Chattanooga,年产值为7亿美元。Lupton同时也包装“浴光”，但

42、如果问他是否愿意放弃该品牌，以便接 手可口可乐的“小少女”，他会告诉你，“我将很高兴那样做。只要可口可乐可以给我一种在价格和质量上都 很有竞争力的产品，这样我比较容易接受它。”但是位于纽约年产值 6亿美元的可口可乐的第二大经销公司的董事长Charles Millard 却不那么认为，即使可口可乐拥有它 31 %的股份，Millard 表示还是会坚持销售“浴 光”。“他们对市场和我们的生意的投资很大，”他说，“精明的经销商们会和他们选择的产品一直在一起。”HOLDOUTS LIKE MILLARD are likely to become targets of all-out sales cam

43、paigns. The hard sell won 'tcome un til later this year, since Coca-Cola is still in test markets with Mi nute Maid Orange Soda and Cherry Coke, and Pepsi is concen trati ng on distribut ing Slice through bottlers who have no con flict. But whe n the push does start, says a soft drink compa ny e

44、xecutive,Things are goingto get very, very in teresti ng.”像Millard这样的坚持者可能会成为大规模销售战役争夺的对象。由于可口可乐的“小少女”和“樱桃可乐”仍处于试销阶段，百事公司也正集中精力通过没有冲突的经销商来销售“斯来思”，艰苦的销售战要到今年晚些时候才会出现。但是，当进攻真正开始时，一位软饮料公司的经管人员说，“事情会变得非常非常地有趣。”To convince bottlers that the new products can match or exceed the sales of existi ng brands w

45、ithout heavy disco un ti ng or coup oning, Coca-Cola and PepsiCo will have to cut back on special promoti on, the n ply the bottlers with the result ing sales data. But their most useful tactic will be to offer the bottlers gen erous cooperative advertis ing deals on the new sodas, and extra money t

46、o promote the old ones. Bottlers may come in for a little arm-twisting as well.It ' often verysubtle, ” says an industry executive who prefers not to be named. The Coca-Cola representativewillsay, That decision is not going to sit very well in Atlanta' or something like that.”为了使经销商们相信，新产品不用

47、大打折扣和发放赠券就可以比得上或者超过现有品牌的销售额，可口 可乐和百事可乐将不得不减少特殊促销手段，然后不断向经销商提供因此而产生的销售数据。但是他们最有 效的战术是就新产品向经销商们提供慷慨的广告合作，而就老产品给予额外的促销费用。经销商们也许还会 遭受些压力，“压力通常非常微妙，”一个不愿公开姓名的企业经管人员说，“可口可乐公司的代表会说那个决定在亚特兰大将不会被通过或一些类似的话。”If compa nies can'get their products distributed n ati on wide, marketi ng them will be moreexpensi

48、ve. Buying local advertising is simply more costly than purchasing network spots. Brian Dyson, preside nt of Coca-Cola USA, says that it gen erally does n'pay to advertise n ati on ally un til anewproduct is in about 80% of the coun try. Costello of PepsiCo whose Slice has bee n rolled out to70%

49、 of the country says Pepsi is willing to settle for the smaller profits that will result from partial distribution.Analysts believe that ' because PepsiCo doesn' think it can persuade bottlersto dump 7 Up. Coca-Cola seems more con fide nt about un seati ng Sun kist and Crush. If Coke proceed

50、s beyond test markets with Minute Maid, Dyson's goal will be to distribute the drink across the country.如果公司不能在全国范围内销售自己的产品，销售它们的费用就会更高。购买地方广告比购买广播网的 插播广告更为昂贵。美国可口可乐公司总裁Brian Dyson说，如果一种新产品不能在全国80%勺地区里销售，那么在全国范围内做广告将得不偿失。百事可乐的“斯来思”已经销往全国70%的地区，该公司的Costello说，百事公司愿意接受局部地区销售带来的较低的利润。分析家们认为这是因为百事公司觉

51、得它不能说服经 销商们抛弃“七喜”。而可口可乐似乎对挤垮“浴光”和“迷恋”更有信心。如果可口可乐的“小少女”能走 出试销市场，Dyson的目标是将它销往全国。The battle to un seat smaller bran ds, domin ate n iches, and shove competi ng products out of distribution will be costly and exhausting, and could go on for years. But the large companies will surely squeeze into every

52、market they can, hop ing it will be worth the pin ch.挤垮小品牌，占据合适地位以及把竞争产品挤出分销渠道的斗争将既费钱又费力，而且会持续数年。但 是大公司肯定会挤进它能争取到的每一寸市场，希望它值得一拼。-From Fortune . June 24, 1985摘自1985年6月24日财富reformulati on feuding be spoil ing fora./ /guy wage alley calorie/ gai/ n./ weidV/ v./ / n.重新配方仇恨的；长期不和的；争吵 一心想；切望（口语）家伙进行mi nut

53、e/ 5Ali/ n. 小巷；小街/ 5kAlEri/ n. 卡路里（热量单位）微小的lime live up to skirmish/ 5mi nit, mai5nju:t/ a. / laim/ n. 酸橙/ / 符合；/ 5skE:miF/ n.达到（军事）precipitate brand/ pri5sipiteit/ brAnd/ n.v.小规模战斗；小冲突 促成；促使.加快 （商品的）牌子；商标精品文档reincarnate/ ri:in5kB:neit/ v. 赋予（灵魂）以新的形体advertising/ 5AdvEtaiziN/ n.（总称）广告；宣传brokerage/ 5broukEridV/ n.掮客业务；经纪业guzzle/ 5gQzl/ v. 狂饮soda/ 5sEudE/ n. 苏打水；汽水sip/ sip/ v.小口地喝；抿bubble/ 5bQbl/ n. （口）沸腾；汩汩地流diet/ 5daiEt/ n. 平常营养；减肥baby-boomers/ / 生育高峰期出生的人beverage/ 5bevEridV/ n. 饮料vitalit