对外经贸大学：《高级经贸文章选读》课程教学资源（电子教案）第五单元 Soft Drink Wars：the Next Battle

第五单元 Soft Drink Wars:the Next Battle L教学目的 通过对可口可乐和百事可乐公司在美国国内和国外饮料市场竞争战略的学 习，并对他们的战略手段进行分析，使学生了解市场竞争的激烈与复杂性。 学生应了解市场竞争的基本手段：新产品开发、战略联合、国际化战略和多 元化等，并能运用这些词汇和知识进行行业竞争的观点讨论。 本文的中心思想： 1.Introduction of how two cola giants Coca Cola and Pepsi Cola use competitive marketing strategies to gain bigger market share. 2.Explanation of how growth strategies are realized at the expense of small brand names such as Dr.Pepper and Seven Up. Ⅱ.教学计划 本课将用时4小时，介绍背景知识、难点、重点知识、课文串讲等用时2~3 小时。课堂讨论、课堂练习将用时1小时。 Ⅱ教学方法 1.要求学生课前阅读课文两遍。第一遍快速阅读，写出此文的中心思想。第 二遍仔细阅读找出问题及难点带到课堂来。 2.讲解（传授新知识[口授法]）和讨论练习（巩固知识技能[探讨研究法]） 穿插进行。针对学生的疑难点进行paraphrases答疑，必要时结合翻译技巧 的传授。可将疑难点分成background difficulties and language difficulties分 别处理。 3.学生根据上下文的关联了解作者的真实意图和观点倾向。Read from the context and infer the implied meaning

第五单元 Soft Drink Wars: the Next Battle I. 教学目的 通过对可口可乐和百事可乐公司在美国国内和国外饮料市场竞争战略的学 习，并对他们的战略手段进行分析，使学生了解市场竞争的激烈与复杂性。 学生应了解市场竞争的基本手段：新产品开发、战略联合、国际化战略和多 元化等，并能运用这些词汇和知识进行行业竞争的观点讨论。 本文的中心思想： 1．Introduction of how two cola giants Coca Cola and Pepsi Cola use competitive marketing strategies to gain bigger market share. 2．Explanation of how growth strategies are realized at the expense of small brand names such as Dr. Pepper and Seven Up. II. 教学计划 本课将用时 4 小时，介绍背景知识、难点、重点知识、课文串讲等用时 2~3 小时。课堂讨论、课堂练习将用时 1 小时。 III.教学方法 1．要求学生课前阅读课文两遍。第一遍快速阅读，写出此文的中心思想。第 二遍仔细阅读找出问题及难点带到课堂来。 2．讲解（传授新知识[口授法]）和讨论练习（巩固知识技能[探讨研究法]） 穿插进行。针对学生的疑难点进行 paraphrases 答疑, 必要时结合翻译技巧 的传授。可将疑难点分成 background difficulties and language difficulties 分 别处理。 3．学生根据上下文的关联了解作者的真实意图和观点倾向。Read from the context and infer the implied meaning

IV.背景知识 在美国饮料市场上，有两大巨人，可口可乐和百事可乐公司。他们占据了 美国饮料市场50%以上的市场份额。从1984年开始，为了防范百事可乐 公司的强大攻势，可口可乐在做了大量的民意测验和市场调查分析之后， 决计一改可口可乐公司的百年秘方，同时推出多种新型饮料(Diet Coke, Cherry Coke,.Minute Maid Orange Soda)。这种以攻为守的策略引发了新一轮 的饮料市场商战。 V.重点讲解 概念讲解 competitive strategy 竞争战略 market share 市场份额 test market 试销市场 franchising 特许经营权 课文讲解 课本上所列Notes to the Text以及Questions on Content and Language points (for preview,discussion and review)中的一部分也属重点讲解之列，但在这儿省 略。 1.第一段作者利用比喻的方式(metaphor)将商场比作战场，非常生动形象。 In the U.S.SOFT DRINK industry,where 1%of the market is worth $300 million in retail sales,Cola-Cola and Pepsi Co don't wage mere market share battles.They fight holy wars. "wage mere market share battles"means "fight battles only for the purpose of getting bigger market share'”.可口可乐和百事可乐公司进行的绝不仅仅是 市场份额之战。 "fight holy wars"means"the importance of the commercial war between the two cola giants is just like Holy war by the Crusade which is not only to defend their territory but to eliminate or drive out the other totally from the market'”.可口可乐和百事可乐公司进行的是一场圣战，就像当年 (1096-1291)基督徒十字军东征那样，以收复圣地的名义将穆斯林赶出

IV. 背景知识 在美国饮料市场上，有两大巨人，可口可乐和百事可乐公司。他们占据了 美国饮料市场 50% 以上的市场份额。从 1984 年开始，为了防范百事可乐 公司的强大攻势，可口可乐在做了大量的民意测验和市场调查分析之后， 决计一改可口可乐公司的百年秘方，同时推出多种新型饮料 (Diet Coke, Cherry Coke, Minute Maid Orange Soda)。这种以攻为守的策略引发了新一轮 的饮料市场商战。 V. 重点讲解 概念讲解 competitive strategy 竞争战略 market share 市场份额 test market 试销市场 franchising 特许经营权 课文讲解 课本上所列 Notes to the Text 以及 Questions on Content and Language points (for preview, discussion and review)中的一部分也属重点讲解之列，但在这儿省 略。 1．第一段作者利用比喻的方式 (metaphor) 将商场比作战场，非常生动形象。 In the U.S. SOFT DRINK industry, where 1% of the market is worth $300 million in retail sales, Cola-Cola and Pepsi Co don’t wage mere market share battles. They fight holy wars. “wage mere market share battles” means “fight battles only for the purpose of getting bigger market share”. 可口可乐和百事可乐公司进行的绝不仅仅是 市场份额之战。 “fight holy wars” means “the importance of the commercial war between the two cola giants is just like Holy war by the Crusade which is not only to defend their territory but to eliminate or drive out the other totally from the market”. 可 口可 乐和 百事 可乐公 司进 行的 是一场 圣战 ，就 像当年 （1096-1291）基督徒十字军东征那样，以收复圣地的名义将穆斯林赶出

巴勒斯坦。 2.These days the fighting is on two fronts.One is on the plains of the cola business,where the reformulation of Coke has Pepsi on the defensive.The other is in the back alleys of the smaller,non-cola market "on two fronts"means "the commercial war between the two giants is in the two frontlines”.可口可乐和百事可乐公司的战役有两条主战场。可乐型和 非可乐型饮料市场。 one the plains..back alleys'”可乐型饮料市场非常大，就像在平原作战， 而非可乐型饮料市场狭小，就像巷战。 3.第二段落If these products live up to their early performance in test markets---a big if---they could produce $3 billion a year in retail sales "live up to one's performance"means "to reach the performance standard in test market (a whole procedure of putting the trial product under normal shopping cond itions of a typical market to find consumers'reaction)". 些新产品能够达到测试市场的同等表现。 "a big if means "the assumption is made too bold"or the implied meaning is "test market is not 100%reliable". 4.第三段落It's too early to tell how the reincarnated Coke is selling,.since many bottlers are still working off old inventories.But the company isn't leaving much to chance. "reincarnated"a religious word which means "reborn or revitalized".Here it refers to reformulated Coke.后来的事实证明，可口可乐公司换秘方是个极 大的决策错误，公司很快就将传统秘方可乐和新产品同时生产。 "leave much to chance"means "the company will not depend on luck for success but on effort'”.可口可乐公司不指望靠机会获得成功. 5.第五段落讲述了可口可乐公司调整战略开发新型饮料的原因。 (Baby-boomers)战后出生高峰期的人们随着年龄的增长，开始喜欢低脂

巴勒斯坦。 2．These days the fighting is on two fronts. One is on the plains of the cola business, where the reformulation of Coke has Pepsi on the defensive. The other is in the back alleys of the smaller, non-cola market. “on two fronts” means “the commercial war between the two giants is in the two frontlines”. 可口可乐和百事可乐公司的战役有两条主战场。可乐型和 非可乐型饮料市场。 “one the plains … back alleys” 可乐型饮料市场非常大，就像在平原作战， 而非可乐型饮料市场狭小，就像巷战。 3．第二段落 If these products live up to their early performance in test markets---a big if---they could produce $3 billion a year in retail sales. “live up to one’s performance” means “to reach the performance standard in test market (a whole procedure of putting the trial product under normal shopping conditions of a typical market to find consumers’ reaction)”. 如果这 些新产品能够达到测试市场的同等表现。 “a big if” means “the assumption is made too bold” or the implied meaning is “test market is not 100% reliable”. 4．第三段落 It’s too early to tell how the reincarnated Coke is selling, since many bottlers are still working off old inventories. But the company isn’t leaving much to chance. “reincarnated” a religious word which means “reborn or revitalized”. Here it refers to reformulated Coke. 后来的事实证明，可口可乐公司换秘方是个极 大的决策错误，公司很快就将传统秘方可乐和新产品同时生产。 “leave much to chance” means “the company will not depend on luck for success but on effort”. 可口可乐公司不指望靠机会获得成功。 5．第五段落讲述了可口可乐公司调整战略开发新型饮料的原因。 (Baby-boomers) 战后出生高峰期的人们随着年龄的增长，开始喜欢低脂

减肥的可乐和果汁。But the cola makers may experience more growing pains, at least with the high-calorie colas that account for half of all sales. growing pains'”成长的烦恼 "high-calorie colas"is the opposite of"less fattening,diet colas". 6.Although Coca-Cola and PepsiCo's 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. 从第七段开始，文章描述了可口可乐公司和百事可乐公司如何向小公司开 战，以实现其开发新产品的增长战略。 7.One of the biggest battles in the soda wars,in fact,may not be for drinkers but for bottlers.Bottlers have a symbiotic but occasionally fractious relationship with the syrup makers. 从第十一段开始，文章讲述了可口可乐公司和百事可乐公司如何为争夺罐 装商而战。 从某种意义上讲，苏打饮料商战与其说是对消费者之争倒不如说是对罐装 商之争。 "symbiotic"means"of different living things which depend on each other for certain advantages,often with one living on the other's body". fractious'”means“frictional or difficult to control”.这两个词反映了饮料生 产商与罐装商之间的既相互依存又彼此独立的矛盾关系。 8.Much of the expense of introducing a new product---blitzing consumers with coupons and offering deep discounts to retailers to get the product on the shelves---is borne by the bottler.He is reluctant to walk away from his investment in an existing brand to pony up for something new “blitzing”means“attacking quickly” coupons and deep discounts”用赠券和大减价来赢得消费者 "pony up"is an American slang which means to settle on something new by clearing up

减肥的可乐和果汁。But the cola makers may experience more growing pains, at least with the high-calorie colas that account for half of all sales. “growing pains” 成长的烦恼 “high-calorie colas” is the opposite of “less fattening, diet colas”. 6．Although Coca-Cola and PepsiCo’s 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. 从第七段开始，文章描述了可口可乐公司和百事可乐公司如何向小公司开 战，以实现其开发新产品的增长战略。 7．One of the biggest battles in the soda wars, in fact, may not be for drinkers but for bottlers. Bottlers have a symbiotic but occasionally fractious relationship with the syrup makers. 从第十一段开始，文章讲述了可口可乐公司和百事可乐公司如何为争夺罐 装商而战。 从某种意义上讲，苏打饮料商战与其说是对消费者之争倒不如说是对罐装 商之争。 “symbiotic” means “of different living things which depend on each other for certain advantages, often with one living on the other’s body”. “fractious” means “frictional or difficult to control”. 这两个词反映了饮料生 产商与罐装商之间的既相互依存又彼此独立的矛盾关系。 8．Much of the expense of introducing a new product---blitzing consumers with coupons and offering deep discounts to retailers to get the product on the shelves---is borne by the bottler. He is reluctant to walk away from his investment in an existing brand to pony up for something new. “blitzing” means “attacking quickly ” “coupons and deep discounts” 用赠券和大减价来赢得消费者 “pony up” is an American slang which means to settle on something new by clearing up

这里解释了罐装商为什么不愿放弃老品牌而经营新品牌的原因。 9.The battle to unseat smaller brands,dominate niches,and shove competing products out of distribution will be costly and exhausting,and could go on for years. unseat'means“replace,substitute” “niches'”means“very small segment of market often ignored by big companies" "shove...out of means "to get competing products out of distribution channel by using shove". 替代小品牌，占领边角市场，将竞争产品铲除分销领域是一场劳民伤财的 战争

这里解释了罐装商为什么不愿放弃老品牌而经营新品牌的原因。 9．The battle to unseat smaller brands, dominate niches, and shove competing products out of distribution will be costly and exhausting, and could go on for years. “unseat” means “replace, substitute” “niches” means “very small segment of market often ignored by big companies” “shove … out of” means “to get competing products out of distribution channel by using shove”. 替代小品牌，占领边角市场，将竞争产品铲除分销领域是一场劳民伤财的 战争