时间:2018-12-30 作者:英语课 分类:商业报道2007年


英语课

Scripts:


We were invited to open up a store there. We did very well. And then all of a sudden it was reported by a local blogger that perhaps we were being disrespectful of the history and culture of China. And I think for us as soon as that occured, you know we took a step back and said we don't wanna do anything that would dilute 1 the integrity of the heritage of culture of the Chinese people. And if they want us to leave, we will leave. And I think we did that very respectfully and walked away. And I think many other companies probably would have fought it, but we didn't. And there's lots of opportunities for us and we don't want to do anything that would be inconsistent with how people would view an outsider. I'd like to open this up now to our audience here the China Europe International Business School and our first question today comes from Robert Zhang. Robert.


OK. Thank you. I'm Robert CEIBS first year student. I want to ask you a question about the price. Price? Yeah. Starbucks' products are expensive but it also means a fashionable experience, right? So can you tell me the reason can you tell me why people want to keep, er, want to get a premium 2?


I wouldn't say Starbucks' coffee is expensive. I would say it's a premium product in a premium price based on what it is we deliver to the consumer. And the price of coffee that we buy is significantly higher in price than most people in the coffee business. And then in terms of what it is we do to deliever on the experience, people really do feel that there is good value for the experience and what happens in the Starbucks store.


Hi, I'm Aleksandra Krainski CEIBS exchange student from Germany. Uh, we know that China is a nation of tea drinkers. How do you make it a nation of coffee drinkers and have you ever thought of adding a tea chain to your business, Starbucks tea?


Another good question. So you know where they came from.


I think it's, it's, I was talking about coming to China and being respectful of the heritage here. Starbucks is not coming to China to displace the love that people have for tea. We are coming to China to create a complementary beverage 3 experience. So we have been in the tea business for over 30 years, but it's less than 1% of our sales. I don't think that there's an economic model that I can see for traditional tea store in our future.


Let's go to Sher Le now. Sher Le? My question is we've heard of the cappucino and other different products you have introduced. Well I was wondering what products have not needed or any ideas that did not work?


I'll give you one idea that was a big failure, and it was my personal idea. A few years back I had the brilliant idea that we should publish our own magazine. And you know on paper it looked like a great opportunity. All the people coming into our stores, you see them reading, uh, we sell lots of newspapers in our stores. Why don't we just create our own magazine? You know there's a hundred magazines or a thousand magazines out there that are fantastic. Not good enough for us, we'll do our own. And we got a great partner. And it was a timing 4. And we invested millions of dollars, fantastic-looking magazine, great editor and no one bought it. And we lost our shirt. And I have a rack of those magazines sitting permanently 5 in my own office to try and remind myself and others a very important I think business lesson and that is, it's one thing to learn from your mistakes but sometimes you have to celebrate them. And the one thing that I do not wanna do at Starbucks is, is have the kind of failure where we start discouraging creativity and entrepreneurship. I'm very fond of encourging our people to recognize that our success is not an entitlement. It has to be earned. And we have no right to enduring success unless we continue to be relevant and close to the consumer. But there's a real balance here. The world is changing so quickly and the consumer has so many choices that the important thing is not only staying relevant but the important thing is preserving and enhancing your core business. So that it is not diluted 6 by other things that you do. And this is a, an art not a science.


Notes:


Lose one's shirt: Face financial ruin, go bankrupt


 



vt.稀释,冲淡;adj.稀释的,冲淡的
  • The water will dilute the wine.水能使酒变淡。
  • Zinc displaces the hydrogen of dilute acids.锌置换了稀酸中的氢。
n.加付款;赠品;adj.高级的;售价高的
  • You have to pay a premium for express delivery.寄快递你得付额外费用。
  • Fresh water was at a premium after the reservoir was contaminated.在水库被污染之后,清水便因稀而贵了。
n.(水,酒等之外的)饮料
  • The beverage is often colored with caramel.这种饮料常用焦糖染色。
  • Beer is a beverage of the remotest time.啤酒是一种最古老的饮料。
n.时间安排,时间选择
  • The timing of the meeting is not convenient.会议的时间安排不合适。
  • The timing of our statement is very opportune.我们发表声明选择的时机很恰当。
adv.永恒地,永久地,固定不变地
  • The accident left him permanently scarred.那次事故给他留下了永久的伤疤。
  • The ship is now permanently moored on the Thames in London.该船现在永久地停泊在伦敦泰晤士河边。
无力的,冲淡的
  • The paint can be diluted with water to make a lighter shade. 这颜料可用水稀释以使色度淡一些。
  • This pesticide is diluted with water and applied directly to the fields. 这种杀虫剂用水稀释后直接施用在田里。
学英语单词
Adelphan-Esidrex
ahaptoglobinemia
Alfarelos
alice walkers
antiferromagnetically-coupled media
Ban Klang Dong
black-greiest
blue beeches
cellular-phone
colour inheritance
commuter train
composite shipbuilder
coral reefs
costocoracoid
curvilinear style
cyanalcohol
Daarlerveen
disposingly
Disse's spaces
drainage-tube
ectotrophic symbiosis
el carmen (carmen)
erasble optical disk
excitoreflex
fairgoers
familial histiocytic reticulosis
farrowing fever
follow my nose
for certainty
Full Packaged Product
gelicolous
graphic voltmeter
health insurance unit
high-viscosity pump
hitting people
huelga
importance(of a flare)
indexed sequential data set
indisciplined
inella verrucosa
keeper current
Kjeldahl analysis
klopemania
leprose
lobuli corticales (renis)
Millridge
Moroline
moulting liquid
mountainview
multiengined airplane
multiple-tariff meter
Mycobacterium friedmannii
myeloarchitectural
myiasis muscosa
mylar film
Neanderthaloid
obstructive glaucoma
odium
over-pot
pannor
pappuses
paraproteinaemia
pasan
pauselessly
phyllostomids
piesmatids
pocket accumulator
pressure distillation
price convention
programming theory
Raja batis
rubber bowl
Salching
sallusts
Sandy Plains
sessilinasis
ship shock
Snihurivka
soum
spiric
split-second collet tube
Staurograptus
string parsing
swap, pin
synonym ring
tape preamplifier
tetrasymmetric face
the lie of the land
Truro
two-sheave block
Ulmipollenites
ultralite
underdry
Urausu
vasopressinergic
vegetable drug
verification of forecast
Vincent's infection of tonsil
von Gierke
walk point
wave traps
Yongpyong-dong