世界500强CEO访谈 第60期:卡夫食品艾琳罗森菲尔德 渡过经济萧条期(2)

 　　Reporter: You say beloved brands, others would say, “oldish”. I mean, Kraft cheese, Oreo’s—I mean they’re not the most sparkling brand new kids on the block. What do you think about this kind of issue?

　　记者：您刚才说你们的品牌是“为顾客所喜爱的品牌"，有人可能会认为这个说法只是针对于过去而言的。我的意思是，卡夫食品中的奶酪、奥利奥等并不是出售产品中最突出的品牌。您对这个问题是如何看待的呢？

　　Rosenfeid: I feel awfully¹ proud of what our team has accomplished² as they have reframed these beloved, age old brands to be increasingly relevant to consumers in the current environment. So if you look at the packaging that you see for a number of our products, I think that you see much more of a contemporary feel. I think if you look at what we’ve done to the ingredients salad dressing³ for example, we’ve taken out the preservatives⁴; we’ve added fiber⁵ to a number of our biscuit products— across the board we are working very hard to ensure that we are upgrading these age-old products that consumers grew up with and love that we are upgrading these products to address contemporary consumer needs.

　　罗森菲尔德：我为我们的团队所取得的成绩感到非常地骄傲，他们对那些曾经受顾客喜爱的但是比较古老的品牌产品进行重构使它们在现在的经济环境下逐渐与消费者产生联系。所以如果你去看一下我们很多产品的包装的话，你会发现，我们的产品都给人一种很现代的感觉。如果你去看一下我们对于产品配料所作的调整，比如说色拉味调料等，你就会发现，里面并没有防腐剂；我们向很多的饼干产品中添加了纤维素。我们所有的工作人员都非常努力地工作，以确保我们可以对那些顾客从小喜爱的产品进行升级，并且这些升过级的产品可以满足当代消费者的需求。

　　Reporter: Let me pick up on that for a second. My kids for some reason, and maybe this is because of my wife and I，I don’t know—but I grew up with Kraft Singles, I mean that was just a staple⁶ around my house. But my kids have just sort of discovered them. How do you get something as iconic as Kraft Singles out into the marketplace so more consumers do it? What do you do as a marketer?

　　记者：这一点让我觉得很熟悉。我的孩子就喜欢吃卡夫芝士片，可能是因为我妻子和我的原因，我不知道，但我是吃着卡夫芝士长大的，我的意思是那是我家里的主食，我们的孩子也很喜欢。您是怎样做使你们诸如此类的传统产品更好地打入市场 =呢？作为商人，你们是怎样做的呢？

　　Rosenfeld: What you do is you pick up on the fact that it is the number one cheese used in making grilled⁷ cheese, which is one of America’s favorite foods. And so we are finding again, in this difficult economic environment, there is nothing more exciting to a consumer than grilled cheese and a bowl of soup. And so we are able to benefit greatly from people’s desire to return to economical, delicious alternatives.

　　罗森菲尔德：我们在烤奶酪中所用的是最好的奶酪，那也是美国人民都最喜欢吃的一种食品。所以在现在经济困难时期，我们再次发现，对于消费者来说，没有什么比烤奶酪和一碗汤更让人感到高兴的了。所以从人们希望返回到节检又可口的饮食方式中，我们获得了一些益处。

　　Reporter: I understand marketing⁸ but, nothing more exciting than grilled cheese and a bowl of soup?

　　记者：我懂得一些有关市场营销的内容，但是为什么说没有什么比烤奶酪和一碗汤更让人感到高兴了呢？

1 awfully   

adv.可怕地，非常地，极端地

参考例句：

• Agriculture was awfully neglected in the past.过去农业遭到严重忽视。
• I've been feeling awfully bad about it.对这我一直感到很难受。

2 accomplished   

adj.有才艺的；有造诣的；达到了的

参考例句：

• Thanks to your help,we accomplished the task ahead of schedule.亏得你们帮忙,我们才提前完成了任务。
• Removal of excess heat is accomplished by means of a radiator.通过散热器完成多余热量的排出。

3 dressing   

n.(食物)调料；包扎伤口的用品，敷料

参考例句：

• Don't spend such a lot of time in dressing yourself.别花那么多时间来打扮自己。
• The children enjoy dressing up in mother's old clothes.孩子们喜欢穿上妈妈旧时的衣服玩。

4 preservatives   

n.防腐剂( preservative的名词复数 )

参考例句：

• The juice contains no artificial preservatives. 这种果汁不含人工防腐剂。
• Meat spoils more quickly without preservatives. 不加防腐剂，肉会坏得快。 来自《现代英汉综合大词典》

5 fiber   

n.纤维，纤维质

参考例句：

• The basic structural unit of yarn is the fiber.纤维是纱的基本结构单元。
• The material must be free of fiber clumps.这种材料必须无纤维块。

6 staple   

n.主要产物，常用品，主要要素，原料，订书钉，钩环；adj.主要的，重要的；vt.分类

参考例句：

• Tea is the staple crop here.本地产品以茶叶为大宗。
• Potatoes are the staple of their diet.土豆是他们的主要食品。

7 grilled   

adj. 烤的, 炙过的, 有格子的 动词grill的过去式和过去分词形式

参考例句：

• He was grilled for two hours before the police let him go. 他被严厉盘查了两个小时后，警察才放他走。
• He was grilled until he confessed. 他被严加拷问，直到他承认为止。

8 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。