Case cola war[1]
专题03 百事可乐与可口可乐的世纪大战 备考2021年高考最新英语时文原文赏析
外刊阅读202010｜百事可乐与可口可乐的世纪大战《本期内容》◆导读可口可乐与百事可乐的广告之战已经相互厮杀了一百年，然而双方还乐此不彼。
两家公司每次过招，精彩程度堪比一部大片。
◆双语阅读The cola wars became a cultural phenomenon. Credit for that goes to Donald Kendall, PepsiCo’s legendary former boss, who died on September 19th aged 99. A gifted salesman, he rose quickly through the ranks from his start on the bottling line to become the firm’s top sales and marketing executive at the tender age of 35.可乐大战已经成为一种文化现象。
这要归功于百事可乐传奇的前任老板唐纳德·肯德尔，他于9月19日去世，享年99岁。
他是一个天才销售员，年仅35岁就飞快地一路跃升，从装瓶生产线晋升到公司首席销售和市场经理的位置。
Seven years later he was named CEO. In 1974 he injected a dose of fizzy capitalism into the Soviet Union, which allowed Pepsi to become the first Westernproduct to be legally sold behind the iron curtain. By the time he stepped down as boss in 1986, PepsiCo’s sales had shot up nearly 40-fold, to $7.6bn. His legacy continues to shape the industry.七年后，他被任命为首席执行官。
最新英语词汇分类积累复习课程
小学英语词汇积累及扩展场所square 广场 cinema 电影院 park 公园 hospital 医院 school 学校 factory 工厂 house 房子 shop 商店zoo 动物园 company 公司 garden 花园 toilet 厕所home 家 street 街道 airport 飞机场 game center 游戏场 restaurant 餐馆 bus stop 公共汽车站 forest 森林 railway station 火车站 farm 农场 office 办公室 apartment 公寓 theatre 戏院hotel 饭店 classroom 教室商店baker’s 面包房 jeweler’s 首饰店 bank 银行 Department Store 百货商店 greengrocer’s 蔬菜水果店 Chemist’s 药店 butcher’s 肉店 Shoe Shop 鞋店 fishmonger’s 水产店 Ladies’Clothing Shop 女装店 optician’s 眼镜店 Men’s Clothing Shop 男装店newsagent’s 报纸杂志店 grocer’s 杂货店 bookshop（book store） 书店 florist’s 花店Toy Store 玩具店 Post-office 邮局 Electrical Store 电器商店 supermarket 超市服装、穿着coat 外套 blouse 女式衬衣shirt 衬衫 pyjamas 睡衣T-shirt T恤衫 sweater 套衫、毛衣jacket 夹克 trousers 长裤skirt 连衣裙 shoe 鞋susit 短裙 sock 短袜jeans 牛仔裤 stocking 长袜hat 礼帽 cap （无帽檐的）帽子 scarf 围巾 vest 背心suit 西服 dress 长裙sneakers 胶底帆布鞋 high-heeled 高跟鞋low-heeled 平跟鞋 leather shoes 皮鞋walking shoes 轻便鞋 boots 靴子slippers 拖鞋 sandals 凉鞋cardigan 开襟羊毛衫 sports wear 运动服uniform 校服 miniskirt 迷你裙swimsuit 泳衣 gloves 手套raincoat 雨衣 swimming trunks 泳裤 mittens 连指手套 tie 领带杂货toothpaste 牙膏 stamp 邮票 soap 肥皂 shampoo 洗发剂 towel 毛巾 umbrella 雨伞 battery 电池 film 胶卷玩具类、业余爱好类、运动类toy 玩具 kite 风筝 skateboard 滑板 swing 秋千 slide 滑梯 see saw 跷跷板 puzzle 拼图 doll 洋娃娃 video games 电子游戏 fly the kites 放风筝 skate 溜冰 swim 游泳 surfing 冲浪 diving 跳水 high jump 跳高 long jump 跳远 roller skating 滚轴 camping 野营 hide-and-seek 捉迷藏 play hopscotch 跳房子 tug-of-war 拔河 ball 球golf 高尔夫 bowing 保龄球 ice-hockey 冰球 snooker 台球water polo 水球 squash 壁球baseball 棒球 volleyball 排球badminton 羽毛球 hockey 曲棍球football 足球 table-tennis 乒乓球soccer 英式足球 tennis 网球basketball 篮球 doing sports 进行体育运动 collecting 集邮 drawing 绘画 goingshopping 购物 making model planes 做航模 listening to music 听音乐 reading 阅读hiking 旅行 running 跑步爬山 heel-and-toe walking race 竞走 mountainclimbingjogging 慢跑 parachute跳伞jumpingsailing 航行 scuba diving 潜水skiing 滑雪 horse riding 马术karate 空手道 ice-skating 滑冰gymnastics 体操 judo 柔道bungee jumping 蹦极 F1 car race F1方程赛车X-cycling 极限自行车运动 rock climbing 攀岩playing chess 下棋 boxing 拳击playing the musical instruments(piano\violin\guitar\flute\saxophone)弹奏乐器（钢琴\小提琴\吉他\笛子\萨克斯）学习用具类及仪器家具pen 钢笔 ruler 尺子 pencil 铅笔 eraser 橡皮 pencil-box(pencil-case) 笔盒 map 地图 Pencil case 笔袋 knife 小刀 book 书 pencil-sharpener 铅笔刀 storybook 故事书 dictionary 词典 schoolbag 书包 ink 墨水 rubber 橡皮 exercise-book 练习本 bag 包 scissors 剪刀 sellotape 透明胶 drawing pin \(thumbtack) 图钉 paper clip 纸夹 biro 圆珠笔 piece of paper 纸 paintbrush 毛笔 palette 画板 paints 颜料 crayon 蜡笔 sharpener 卷笔刀 glue 胶水 craft-knife 裁纸刀 globe 地球仪 calculator 计算器 abacus 算盘 backpack 背包 lead 铅笔芯 bookmark 书签 card 卡片 carbon 复写纸 cassette 磁带 chart 航海图comic books 漫画书 diary 日记本 folder 文件夹 electronic dictionary 电子辞典 mud 橡皮泥 marker 白板笔 notebook 笔记本 paste 糨糊 penknife 折叠小刀 fountain pen 自来水笔 tape 磁带 timer 计时器 radio 收音机 tape recorder 录音机 type writer 打字机 walkman 随身听 set square 三角板 protractor 量角器 compass 圆规 beaker 烧杯 flask 烧瓶 shelf 架子高架式放映机 projector 放映机 overheadprojectorcomputer 电脑 stapler 订书机 photocopier 复印机 hole-punch 打孔机 blackboard 黑板 chalk 粉笔 desk 课桌 chair 椅子设施、教室Music Classroom 音乐教室 Dancing Hall 舞蹈室 Computer Room 电脑室 School Building 教学楼 Reading Room 阅览室 Library 图书馆 playground 操场 gym 体育馆学习科目Math 数学 Science 科学 English 英语 Music 音乐 History 历史 Sport 体育 Chinese 语文 Art 美术 Geography 地理 Drama 戏剧 Information Technology 信息技术学校教职工Headmaster 男校长 Headmistress 女校长 principal 校长 dean 主任住宅的其他房间attic 阁楼 ballroom 舞厅 boxroom 储藏室 cellar 地下室 cloakroom 衣帽间 greenhouse 暖房 dining 餐厅 Drawing room 画室 living room 客厅 bedroom 卧室 kitchen 厨房 library 图书室 games room 游戏室 hall 大厅、会客厅 music room 音乐室 studyroom 书房 pantry 食品间 spare room 客房 toilet 卫生间 bathroom 浴室 balcony 阳台 yard 院子家居常用品sofa 沙发 newspaper(s) 报纸 armchair 扶手椅 vase 花瓶 coffe table 咖啡桌 picture 画 valet 衣物架 air conditioner 空调 refrigerator 电冰箱 closet 衣柜 display cabinet 陈列架 magazine 杂志 hi-fi stand 音响柜 door 门TV cabinet 电视柜 window 窗 floor 地板 clock 钟TV(television) 电视 floor lamp 落地灯 hi-fi 音响 curtain(s) 窗帘 speaker(s) 扬声器 telephone 电话 cushion(s) 坐垫 plug 插头 light 日光灯 watch 手表 rug 地毯 photo 相片 bed 床 brush 刷子 Bedside-cabinet 床头柜 table-lamb 台灯 dressing-table 梳妆台 comb 梳子 sheet 床单 hair-drier 吹风机 wardrobe 立柜 pillow 枕头 drawer 抽屉 basin 面盆bath 浴缸 mirror 镜子 closestool 抽水马桶 toilet-roll 卫生卷纸 toilet-brush 马桶刷 toothbrush 牙刷razor 剃须刀 bin 垃圾桶厨房组合柜 table 餐桌wall-cupboard/kitchen-cupboardlocker 有锁的橱柜 flag 旗子 cooker/oven 炉灶 microwave oven 微波炉 fridge 冰箱 dishwasher 洗碗机tap 水龙头 coffee maker 咖啡机 food mixer 食物搅拌机 saucepan 炖锅 fryingpan 平底锅 sieve 滤勺cup 杯子 mug 大口杯 kettle 水壶 glass 玻璃杯家庭成员及人物grandparent （外）祖父（母） grandmother （外）祖母 grandfather （外）祖父 father 父亲 mother 母亲 brother 兄弟 sister 姐妹 husband 丈夫wife 妻子 son 儿子 daughter 女儿 grandson 孙子、外孙 granddaughter 孙女、外孙女 niece 侄女、甥女uncle 伯父叔父舅父姑父姨夫 aunt 伯母叔母舅父母姑母姨妈 cousi堂（表）兄弟堂（表）姐妹 nephew 侄子、外甥 n岳母（婆婆） father-in-law 岳父（公公） mother-in-lawboy 男孩 girl 女孩man 男人 woman 女人 classmate 同学 friend 朋友twins 双胞胎 family 家庭职业类teacher 教师 farmer 农民student 学生 driver 司机pupil 小学生 postman 邮递员cook 厨师 painter 画家 policeman 警察 singer 歌唱家 doctor 医生 dancer 舞蹈家nurse 护士 schoolgirl 女学生 policewoman 女警察 milkman 送奶工 actress 女演员 worker 工人 schoolboy 男学生 actor 男演员 engineer 工程师 manager 经理shop assistant 店员 pilot 飞行员salesman 销售员 secretary 秘书 director 导演 photographer 摄影师 artist 艺术家 clerk 办事员taxi-driver 出租车司机 baker 面包师 mechanic 机械师 guide 导游 receptionist 接待员 typist 打字员 model 模特 desigher 服装设计师 musician 音乐家 poet 诗人hair dresser 发型师 telephoneoperator 电话接线员 programmer 电脑程序员 boss 老板 accountant 会计 painter 油漆工 barber 理发师 plumber 管道工 barman 酒吧男侍者 porter 搬运工 builder 建筑工人 reporter 记者 butcher 屠夫 scientist 科学家 carpenter 木匠 surgeon 外科医生 cashier 收银员、出纳 veterinarian 兽医chef 大厨 waiter 服务生 dentist 牙医 waitress 女服务生 electrician 电工 judge 法官 fireman 消防员 lawyer 律师 cleaner 清洁工 editor 编辑身体部位类head 头 ear 耳朵hair 头发 neck 颈back 后背 elbows 肘wrist 手腕 ankle 踝waist 腰 toe 脚趾 face 脸 arm 手臂 nose 鼻子 shoulder 肩eye 眼睛 hand 手 eyebrow 眉毛 leg 腿 mouth 嘴 knee 膝盖 tooth 牙齿 foot 脚 tongue 舌头动物类animal 动物 amphibian 两栖动物 pet 宠物 mammal 哺乳动物 horse 马 ape 类人猿 donkey 驴 buffalo 水牛 camel 骆驼 centipede 蜈蚣 chameleon 变色蜥蜴 cobra 眼镜蛇 cricket 蟋蟀 deer 鹿 dinosaur 恐龙 dolphin 海豚dragon 龙 flea 跳蚤 giraffe 长颈鹿 goat 山羊 gorilla 大猩猩 hedgehog 刺猬 hippo 河马 kangaroo 袋鼠 leopard 花豹 lizard 蜥蜴 mantis 螳螂 monkey 猴 mule 骡子 otter 水獭 panda 熊猫 puma 美洲狮 peacock 孔雀 tadpole 蝌蚪 toad 蟾蜍 tortoise 乌龟 turtle 海龟 weasel 黄鼠狼 whale 鲸鱼 zebra 斑马 hamster 小猖鼠 cock 公鸡 bear 熊 lion 狮子 bird 鸟 mouse 老鼠 butterfly 蝴蝶 owl 猫头鹰 cat 猫 pig 猪 cow 奶牛 rabbit 家兔 crocodile 鳄鱼 seal 海豹 dog 狗 sheep 绵羊 duck 鸭子 snail 蜗牛 elephant 大象 snake 蛇fox 狐狸 spider 蜘蛛fish 鱼 squirrel 松鼠frog 青蛙 tiger 老虎hare 野兔 wolf 狼hen 母鸡植物类tree 树 rose 玫瑰 flower 花 daisy 雏菊 grass 草 daffodil 水仙食品、饮料、水果类food 食品 noodles 面条、挂面 egg 鸡蛋 rice 米饭cake 蛋糕 meat 肉hot dog 热狗 fish 鱼 hanburger 汉堡 butter 黄油candy 糖果 biscuits （英）饼干、（美）小面包sandwich 三明治 salad 沙拉sweet 糖 chocolate 巧克力ice-cream 冰淇淋 chicken 鸡肉Jam,preserves 果酱 beef 牛肉veal 小牛肉 lamb 羊肉steak 牛排 chop 连骨肉；排骨 cutlet 肉条 stew 炖肉roast 烤肉 pork 猪肉ham 火腿 bacon 咸肉 sausage 香肠 cold meats 冷盘turkey 火鸡 duck 鸭肉pasta 面条 bread 面包 spaghetti 意大利面 honey 蜂蜜pizza 比萨饼 pie 馅饼slice of bread 面包片 crust 面包皮 crumb 面包心 jello 果冻soft-boiled eggs 水煮蛋 hard-boiled eggs 煮硬了的蛋 fried eggs 煎蛋 poached eggs 荷包蛋 omelet 煎蛋卷 pastry 糕点奶油鸡蛋、蜂糕 tart 果馅蛋糕 spongecakechips 炸薯条，炸土豆片 mashed potatoes 土豆泥onion 洋葱 spices 调料salt 盐 pepper 胡椒sauce 酱油 oil 油salad oil 色拉油 mustard 芥末sugar vinegar 醋water 水 cola 可乐 mineral water 矿泉水 orange juice 橘子汁 orange squash 桔子水 lemon juice 柠檬汁 lemonade 柠檬水 beer 啤酒white wine 白葡萄酒 red wine 红葡萄酒 champagne 香槟酒 cocktail 鸡尾酒 yellow wine 黄酒 vodka 伏特加 whisky 威士忌 brandy 白兰地 martini 马提尼酒 cognac 法国白兰地 tea 茶 gin 琴酒 coffee 咖啡 wine 酒milk 牛奶 cheese 奶酪fruit 水果 apple 苹果pear 梨子 strawberry 草莓 peach 桃子 grape 葡萄 orange 橘子 kiwi fruit 猕猴桃 banana 香蕉 pineapple 菠萝water-melon 西瓜 lemon 柠檬plum 李子 mango 芒果 pomegranate 石榴 fig 无花果 walnut 胡桃 peanut 花生 coconut 可可 blood orange 红橙blackberry 黑莓 blueberry 蓝莓 cherry 樱桃 date 枣 vegetables 蔬菜 cucumber 黄瓜 eggplant 茄子 bean 菜豆 potato 马铃薯 carrot 胡萝卜 cauliflower 菜花，花椰菜 pumpkin 南瓜 tomato 西红柿 broad bean 蚕豆 cabbage 圆白菜 ，卷心菜 garlic 蒜lettuce 莴苣 melon 香瓜、甜瓜 mushroom 蘑菇 pea 豌豆 radish 萝卜 corn 玉米膳食breakfast 早餐 dessert 甜食lunch 中餐 snack 点心、小吃 supper 晚餐 main course 主菜tea 茶 dinner 正餐、宴会 交通工具类jeep 吉普车 truck 卡车 Bicycle（bike） 自行车 Plane(airplane) 飞机bus 公共汽车 boat 小船taxi 出租车 car 轿车 ship 轮船 motor 摩托车train 火车 subway 地铁 helicopter 直升机 fire engine 消防车 racing car 赛车 ambulance 救护车颜色类colour 颜色 red 红色的 orange 橘色、橙色的 yellow 黄色的 green 绿色的 blue 蓝色的 purple 紫色的 pink 粉红色的 grey 灰色的 brown 棕色的 black 黑色的 white 白色的 golden 金色的 silver 银色的 light green 浅绿色的 dark blue 深蓝色的 图形round 圆形 triangle 三角形 square 正方形 circle 圆形 rectangle 长方形 taper 锥形、锥度 cube 立方体 diamond 菱形国籍、国家America 美国 American 美国人 Australia 澳大利亚 Australian 澳大利亚人 Brazil 巴西 Brazilian 巴西人Britian 大不列颠 British 大不列颠人 Canada 加拿大 Canadian 加拿大人 China 中国 Chinese 中国人 Egypt 埃及 Egyptian 埃及人 England 英国 English 英国人 France 法国 French 法国人 Germany 德国 German 德国人 Greece 希腊 Greek 希腊人 India 意大利 Indian 意大利人 Japan 日本 Japanese 日本人 Russia 俄国 Russian 俄国人 Spain 西班牙 Spanish 西班牙人 七大洲、四大洋Asia 亚州 Africa 非洲 Europe 欧洲 North America 北美洲 South America 南美洲 Antarctica 南极洲 Australia 大洋洲 the Pacific Ocean 太平洋大西洋 the Indian Ocean 印度洋the AtlanticOceanthe Arcticc Ocean 北冰洋地貌、自然、天气、四季plain 平原 hills 丘陵grassland 草原 mountains 山脉 plateau 高原 lake 湖泊river 河流 island 岛屿hill 小山 star 星星sun 太阳 moon 月亮earth 地球 climate 气候 weather 天气 cloud 云rain 雨 frost 霜ice 冰 hail 冰雹snow 雪 thunder 雷 lightning 闪电 wind 风rise 升起 set 落下 cloudy 多云的 showery 零星小雨的 windy 刮风的 sunny 晴朗的fine 晴好的 wet 潮湿的 foggy 多雾的 humidity 潮湿 overcast 阴天 drough 干旱dry 干燥的 cold 寒冷的 cool 凉爽的 freezing 冰冻的 warm 温暖的 hot 炎热的 rainy 下雨的 snowy下雪的 storm 暴风雪 blow （风）刮、吹 day 白天night 夜晚 shine 照耀，发光 spring 春天 summer 夏天 autumn/fall 秋天 winter 冬天方位east 东 south 南west 西 north 北 northeast 东北 southeast 东南 northwest 西北 southwest 西南月份、星期January 一月 February 二月 March 三月 April 四月May 五月 June 六月July 七月 August 八月 September 九月 October 10月 November 十一月 December 十二月 week 星期 Sunday 星期日 Monday 星期一 Tuesday 星期二 Wednesday 星期三 Thursday 星期四 Friday 星期五 Saturday 星期六基数词、序数词one 一 twe 二three 三 four 四five 五 six 六 seven 七 eight 八nine 九 ten 十 eleven 十一 twelve 十二 thirteen 十三 fourteen 十四 fifteen 十五 sixteen 十六 seventeen 十七 eighteen 十八 nineteen 十九 twenty 二十 thirty 三十 forty 四十fifty 五十 sixty 六十 seventy 七十 eighty 八十 ninety 九十 one hundred 一百one thousand 一千 one million 一百万 one billion 一亿 the first 第一the second 第二 the third 第三the fourth 第四 the fifth 第五the sixth 第六 the seventh 第七the eighth 第八 the ninth 第九the tenth 第十 the eleventh 第十一 the twelfth 第十二 the twentieth 第二十 the twenty-first 第二十一 the twenty-second 第二十二 the twenty-third 第二十三 the thirtieth 第三十the fortieth 第四十 the fiftieth 第五十the sixtieth 第六十 the eightieth 第八十the ninetieth 第九十 a hundredth 第一百节日类New year’s day 元旦 May Day 劳动节 Christmas 圣诞节 Children’s Day 儿童节 Spring Festival 春节 Teachers’ Day 教师节 Women’s Day 妇女节 National Day 国庆节mid-autumnfestival中秋节 dragon boat festival 端午节 Easter day 复活节（3.21左右） All saints’day 万圣节（11.1号） April Fools' Day 愚人节（4.1） Thanksgiving Day 感恩节（11月的最后一个星期四）介词at 在（某处）...... into 到......里面behind 在......后面 near 在......附近by/besid e 在......旁边 of ......的between 在......中间 on 在......上面for 为了...... over 在......之上from 从......来 to 向,朝,对着(某方向)in 在......里面 under 在......下面 above 在......上方 outside 在......外面 inside 在......里 before 在......之前after 在......之后 acrossfrom 在......对面next to 在......旁 opposite 在......对面in front of 在......前面 with 和......人称代词I 我(主) we 我们(主) my 我的(形) me 我(宾) us 我们(宾) our 我们的(形) you 你(主) they 他们(主) mine 我的(名) you 你(宾) them 他们(宾) their 他们的(形) he 他(主) his 他的(形) his 他的(名) him 他(宾) her 她的(形) your 你的(形) she 她(主) hers 她的(名) yours 你的(名) her 她(宾) it 它(宾) theirs 他们的(名) it 它(主) its 它的(形) its 它的(名)形容词tall 高的 short 矮的 fat 胖的 thin 瘦的 beautiful 美丽的 handsome 英俊的 ugly 丑的good-lookin g 好看的 pleasant 令人愉快的 pretty 漂亮可爱的old 年老的 young 年轻的 poor 贫穷的 rich 富裕的 big 大的 small 小的 bad 坏的 good 好的 busy 忙的 free 空闲的 bald 秃顶的 blond 金发的 kind 和蔼的 funny 滑稽的 famous 著名的 slim 苗条的 full 满的 empty 空的 heavy 重的 light 轻的 clean 干净的 dirty 脏的 hot 热的 cold 冷的long 长的 successful 成功的late 迟的 early 早的happy 高兴的 sad 难过的 careful 细心的 careless粗心的wellbehaved 表现好的 naughty 调皮的tired 累的 sleepy 欲睡的 clever 聪明的 silly 愚蠢的hungr y 饥饿的 thick 厚的 angry 生气的 great 伟大的favourite 喜爱的 difficult 困难的 easy 容易的 new 新的 nice 美好的 scared 害怕的 thirsty 渴的 interesting 有趣的 tiring 令人疲倦的 exciting 令人兴奋的 noisy 吵人的boring 无趣的 good fun 有趣的 relaxing 放松的 expensive 昂贵的 dangerou危险的 right 对的stight 紧的 funny 有趣的 lovely 可爱的 warm 温暖的 cool 凉的 dry 干的wet 湿的 fine 好的 hard 硬的large 大的动词is 是 am 是 are 是make 做、制造 look 看、注意 see 看、看见 show 出示、显示 go 去 wash 洗try 试 take 取、拿 play 玩answer 回答 adore 崇拜 applaud 鼓掌break 打破 build 建造 bend 弯腰bark 吠 bath 洗澡 beat 连续打、击 belive 相信 behave 表现 beg 乞讨climb 爬 catch 抓 clap 拍手collect 收集cash 付现款 call 叫（打电话给某人）choose 选择 come 来 copy 抄写涂色 correct 改正 cry 哭、喊 color 给...... close 关上 date 约会 dream 梦想die 死 describe 描述 develop 发展、发育 dig 掘、挖 do 做 divide 分划draw 画 drive 驾车 drop 滴下，使...落下 dance 跳舞 drink 喝 eat 吃end 结束 enter 进入 equal 等于finish 完成 fish 捕鱼 fix 安装、修理 fold 折叠 follow 跟随 feel 感觉fly 飞 gather 使聚拢 get 获得、得到 give 给 go 去 grow 生长hear 听见 heat 变热 help 帮助hire 租用 hit 打击 hold 抓、握 hang 挂 hide 躲藏 introduce 引见 invent 发明 invite 邀请 jump 跳keep 保持某状态 kick 踢 kill 杀死kiss 吻 knock 敲 know 知道、懂得 listen 听 last 延续 lay 放置leave 离开 lie 说谎 live 生活look at 看 marry 结婚 meet 会面mind 介意 open 打开 paint 涂漆、画画 pull 拉 phone 打电话 read 读roar 吼叫 run 跑 sing 唱ski 滑雪 sit down 坐下 sleep 睡觉stand up 起立 switch on 打开（电灯等）stretch 伸展 swim 游泳 turn left 向左转 turn right 向右转转圈儿 wake up 醒来 think 思考 turnaroundwrite 写下 wait 等 watch TV 看电视 move 移动 repeat 重复 forget 忘记 wear 穿戴 spell 拼 learn 学习 ride 骑、乘 wipe 擦 service 服务 shake 摇动 stamp 跺脚 pour 倒 bake a cake 烤面包 go straight ahead 直走cut out 剪掉 play football 踢足球 play the piano 弹钢琴 ride a horse 骑马roller blade 溜旱冰。
上机实验 switch语句习题 答案
2. 给出一个百分制的成绩,要求输出成绩等级'A','B','C','D','E'。
90分以上为'A',80～89分为'B',70～79分为'C',60z69分为'D',60分以下为'E'。
解1#include <iostream.h>int main(){int x,y;cout<<"请输入学生成绩"<<endl;cin>>x;y=x/10;if (x<0 || x>100)cout<<"输入错误"<<endl;elseswitch(x/10){case 10:case 9:cout<<"A"<<endl;break;case 8:cout<<"B"<<endl;break;case 7:cout<<"C"<<endl;break;case 6:cout<<"D"<<endl;break;case 5:case 4:case 3:case 2:case 1:case 0:cout<<"E"<<endl;}return 0;}解2：#include <iostream.h>int main(){int x,y;cout<<"请输入学生成绩"<<endl;cin>>x;y=x/10;if (x==100) y=9; //剔除x=103之类出现10的情况switch(x/10){case 9:cout<<"A"<<endl;break;case 8:cout<<"B"<<endl;break;case 7:cout<<"C"<<endl;break;case 6:cout<<"D"<<endl;break;case 5:case 4:case 3:case 2:case 1:case 0:cout<<"E"<<endl;break;default:cout<<"输入错误"<<endl;}return 0;}3、编写一个程序，当输入’S’或’s’、’T’或’t、’’C’或’c’? 时，分别转去执行计算正方形、三角形和圆的面积，分别用switch语句实现运行实例#include <iostream.h>int main(){const float pi=3.1415926;char ch;cout<<"请输入想计算哪种图形面积？\n";cout<<"\'S\'or\'s\'代表正方形，\'T\'or\'t\'代表三角形，\'C\'or\'c\'代表圆\n";cin>>ch;switch (ch){case 'S':case 's':{float a,area;cout<<"请输入正方形边长";cin>>a;area=a*a;cout<<"正方形面积为："<<area; break;}case 'T':case 't':{float a,b,area;cout<<"请输入三角形底和高";cin>>a>>b;area=a*b/2;cout<<"三角形面积为："<<area; break;}case 'C':case'c':{float r,area;cout<<"请输入圆的半径";cin>>r;area=pi*r*r;cout<<"圆面积为："<<area;break;}default:cout<<"输入错误";}return 0;}6编写一个程序，要求用户输入今天星期几，根据用户的输入判断是工作日还是周末，并显示合适的问候语。
Coca-Cola-Case-Study-Presentation只是课件
“Distributed” the product by carrying it in a jug down the street to Jacob’s Pharmacy. Cost 5cents at soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever CocaCola is enjoyed.
The Woodruff Legacy (1919 - 1940)
In 1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff became the Company president. Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. In 1928, he introduced Coca-Cola to the Olympic Games for the first time. The new thinking made Coca-Cola not just a huge success, but a big part of people's lives.
Safeguarding the Brand (1905 - 1918)
BUS208-2.5.6-Globalization-and-The-Coca-Cola-Company-FINAL
Globalization and the Coca-Cola CompanyIntroductionToday, Coca-Cola is one of most well-known brands in the world. This company hascontinued to gain momentum and growth, capitalizing on the rapidly expandingbeverage industry and ranking as the largest beverage company in the world. With its push for global market share, Coca-Cola now operates in over 200 countries with over 84,000 suppliers. Currently, over 70% of Coca Co la’s business i ncome is generatedfrom non-US sources (Coca-Cola Company, 2012). In over a century, Coca-Cola hasgrown the company into a multi-million dollar business.However, the road to success has not always been easy for Coca-Cola. Many countries have banned the use of Coca-Cola products, claiming that these products are“threatening public health” and “encouraging obesity.” Many labor practice suits havebeen filed against the mega beverage company with accusations of “child laborsweatshops” and “discrimination in providing health care benefits to workers.” Inaddition, the beverage industry has been flooded with competitors introducing new soft drink products, such as Pepsi, along with soft drink alternatives, such as Gatorade,bottled water, fruit juice, and energy drinks. Coca-Cola has faced the challenge byintroducing new beverage brands including Sprite, Fanta, Minute Maid, Simply Orange, Fresca, Vitamin Water, Smart Water, Odwalla, and Powerade.In light of the obstacles Coca-Cola has overcome, the company has remained true to its commitment to provide quality, refreshing, and satisfying products to consumers. Inorder to ensure each product tastes the same across the globe, Coca-Cola continues to keep the beverage recipes secret with tightly controlled manufacturing facilities. Coca-Cola has never lost sight of its goal to be the best beverage company in the world. Now, let us take a closer look at Coca Cola’s journey to globalization.Coca-Cola’s Journey to GlobalizationFounded back in the 1880’s, Coca-Cola was developed by John Pemberton as anAmerican iconic brand known for high quality and consistency. During this period inhistory, storekeepers demanded pre-packaged products with brand name recognition.Coca-Cola met these demands with its iconic red and white logo and brand marketing to instill confidence in the consumer that the Coca-Cola product would taste the sameeverywhere it was purchased. These strategies soon became the foundation for Coca- Cola’s plan to e xpand globally.In the early 1900’s, C oca-Cola started to globalize. Bottling plants were initially built in Cuba and Panama as the US military spread to these regions, causing a rise in demand for the Coca-Cola brand. These plants proved to be successful, reducing shipping and delivery costs typical in these regions. Soon after, additional bottling plants opened inHawaii, Puerto Rico, and the Philippines. These efforts launched Coca-Cola’sSaylor URL: /bus208#2.5.6investment in testing foreign markets for future expansion opportunities. By 1926, Coca-Cola had established foreign relationships and plants around the world in support of its newly created center of global operations.Coca-Cola continued on its path of mass production and rapid expansion for the nextseveral decades. Local branches along with local partnerships to produce and distribute the signature Coca-Cola products were established throughout the world. The ending of World War II and the Cold War marked the signature period in which Coca-Cola hadestablished itself as a true global corporation known for its efficiency and worldwidecapabilities.Next, let us take a look at three key strategies employed by Coca-Cola to support rapid growth and expansion across the globe: global marketing strategies, productdifferentiation, and technology.Global Marketing StrategiesCoca-Cola’s marketing strategies played a significant role in success fully globalizing the company. The company’s popular advertising slogans and catchy jingles played into the hearts and minds of people around the world. Some of the most rememberedadvertising slogans include:∙“Drink Coca-Cola.”∙“Things go better with Coke.”∙“Good ‘til the last drop.”∙“It’s the real thing.”∙“Always Coca-Cola.”∙“Enjoy.”∙“Life tastes goo d.”Coupled with these slogans, songs were used to have consumers remember the brand.One of the company’s most popular jingles wa s known as “I want to buy the world acoke,” produced in 1971 by Billy Davis. The commercial featuring this song portrayed a world of hope and love produced by a group of multicultural teenagers on top of a hill.This commercial went down in history as one of the most well-known commercials of all time.In addition to Coca-Cola’s advertising efforts, Coca-Cola became the first commercial sponsor of the Olympic Games in Amsterdam in 1928. Coca-Cola continues to be anOlympic Games sponsor today. Coca-Cola has also sponsored many other sportingevents such as the International Federation of Association Football (FIFA), NationalHockey League (NHL), National Basketball Association (NBA), National FootballAssociation (NFL), Major League Baseball (MLB), NASCAR, and Cricket World Cup. Saylor URL: /bus208#2.5.6Product DifferentiationAnother key factor that has supported Coc a Cola’s globalization vision is the company’s ability to customize the product to meet the needs and wants of individual markets. For example, Coca-Cola has been able to tailor its product line to meet the needs of theyounger consumer by offering Powerade and flavored Coke products, such as Cherry Coke and Vanilla Coke. Additionally, the company is meeting the needs of the healthconscious, older consumer with Diet Coke, Vitamin Water, and Odwalla products. Coca-Cola has invested significant time and money into researching and understandingdifferent marketing segments based on lifestyle, age, and income in order to accurately develop and market its products.Packaging differentiation has also played a key role in how adaptable the Coca-Colaproduct is to various market segments. Functional packaging has been used to make the products available in different sizes and forms, including glass and plastic bottles, aluminum cans, and fountain drink dispensers. The company considers various shapes and sizes of the bottles and cans to ensure easy stacking and vending machinedispensing. To promote the company’s commitment to environmental sustainability, all packaging materials are designed to be recyclable and labeled accordingly for easyconsumer identification.TechnologyTechnology advances contributed to Coca-Cola’s ability to globalize rapidly throughout the 20th century. Product transportation became more efficient and cost effective withthe development of bigger and faster semi-trucks, cargo ships, jet aircraft, and trains.Coca-Cola was able to manufacture and ship products quicker and farther to marketsegments that were unreachable before these transportation improvements. In addition, technology advances became the driving force behind the ease and speed at whichinformation was available. Distributors and warehouses were able to more accuratelytrack inventory levels and fill order shipments, resulting in lower overall operating costs.Computerization also led to slashed product costs and improved efficiencies.Computerized and automated manufacturing equipment increased the speed andvolume in which products were produced. These technological advances enabled Coca Cola to compete on a global scale, selling the well-known brand of products across the world at competitive prices.Summary:∙Coca-Cola is one of the most well-known brands in the world, operating in over 200 countries.∙While the global marketplace has presented numerous opportunities for Coca-Cola, the company has also encountered global attacks on the nutritional valueof its products, along with unfair labor practice accusations.Saylor URL: /bus208#2.5.6∙Founded in 1880, Coca-Co la began its journey toward becoming the world’s best and largest beverage company.∙Coca-Cola’s American iconic logo, brand recognition, convenient packaging, and consistent product manufacturing became the foundation for the company’s planto expand globally.∙ A pioneer in globalization, Coca-Cola began expanding bottling andmanufacturing facilities back in the early 1900’s, establishing key foreignpartnerships.∙Coca-Cola’s marketing strategies, including memorable advertising slogans, catchy jingles, and sporting event sponsorships, played a significant role inwinning the hearts and minds of consumers globally.∙Product differentiation, such as offering different beverages in flexible packaging options, allowed Coca-Cola to customize the product for different marketsegments.∙Technology advances, including product transportation, telecommunication, and computerization, became the driving force behind Coca-Cola’s ability to capitalizeon the rapidly expanding marketplace across the globe.References:Coca-Cola Company (2012). Wikinvest. Retrieved December 11, 2012./stock/Coca-Cola_Company_(KO)Saylor URL: /bus208#2.5.6。
鲁教版九年级英语单词表
鲁教版九年级英语单词表Unit 1heel n. 鞋跟;足跟`scoop n. 勺;铲子electricity n. 电;电能style n. 样式;款式pleasure n. 高兴;愉快zipper n. (= zip) 拉链;拉锁~daily adj. 每日的;日常的have a point 有道理website n. 网站pioneer n.先锋;先驱list v. 列表;列清单n. 名单;清单}mention v. 提到;说到accidental adj. 偶然的;意外的by accident 偶然;意外地nearly adv.几乎；差不多ruler n. 统治者;支配者!boil v. 煮沸;烧开remain v. 保持不变;剩余smell n. 气味v. (smelt smelled )发出⋯⋯气味;闻到saint n. 圣人;圣徒national adj.国家的；民族的&trade n. 贸易;交易v. 做买卖;从事贸易take place 发生;出现doubt n. 疑惑;疑问v. 怀疑without doubt 毫无疑问;的确fridge n. 冰箱，low adj. 低的;矮的somebody pron. 某人n. 重要人物lock v. 锁上;锁住n. 锁earthquake n. 地震sudden adj. 突然(的)(all of a sudden 突然;猛地bell n. 钟(声);铃(声)biscuit n. 饼干cookie n. 曲奇饼musical adj. 音乐的;有音乐天赋的（instrument n. 器械;仪器;工具crispy adj. 脆的;酥脆的salty adj. 咸的sour adj. 酸的;有酸味的by mistake 错误地;无意中)customer n. 顾客;客户the Olympics 奥林匹克运动会Canadian adj. 加拿大的;加拿大人的n. 加拿大人divide v. 分开;分散divide ... into 把⋯⋯分开^basket n. 篮;筐popularity n. 受欢迎；善良not only...but also…不但…而且…look up to 钦佩;仰慕hero n. 英雄;男主角<professional adj. 职业的;专业的Berlin 柏林（德国城市）NBA (National Basketball Association) 国家篮球协会（美国职业篮球联赛）CBA (China Basketball Association) 中国篮球协会(中国职业篮球联赛)Roy 罗伊（男名）[Whitcomb Judson 惠特科姆·贾德森Ruby 鲁比（女名）Thomas Watson 托马斯·沃森George Crum 乔治·克拉姆James Naismith 詹姆斯·奈史密斯[Unit 2license (= licence) 证;证件safety n. 安全;安全性-smoke v. 冒烟;吸烟n. 烟part-time adj. 兼职(的)pierce v. 扎;刺破;穿透earring n. 耳环;耳饰flash n. 闪光灯;闪光v.闪耀;闪光}tiny adj. 极小的;微小的cry v. & n. 哭;叫喊field n. 田野;场地hug n. & v. 拥抱;搂抱lift v. 举起;抬高n.电梯;搭便车badly adv. 严重地;差;非常talk back 回嘴;顶嘴awful adj. 很坏的;讨厌的teen n.(十三至十九岁之间)青少年regret v. &n.感到遗憾;懊悔&poem n. 诗;韵文community n. 社区;社团keep …away from 避免接近;远离make one’s own decision 自己做决定educate v. 教育;教导'manage v. 完成(困难的事);应付(困难局面) society n. 社会get in the way of 挡⋯⋯的路;妨碍support v. & n. 支持enter v. 进来;进去，Picasso 毕加索（西班牙画家）Unit 3whose adj. & pron. 谁的;(特指)那个人的：truck n. 卡车;货车picnic n. 野餐rabbit n. 兔;野兔attend v. 出席;参加valuable adj. 贵重的;很有用的;宝贵的【pink adj. 粉红色的n. 粉红色anybody pron. 任何人happening n. 事件;发生的事情(常指不寻常的) noise n. 声音;噪音policeman n. 男警察；wolf n. 狼uneasy adj. 担心的;不安的laboratory n. 实验室outdoors adv. 在户外;在野外coat n. 外套;外衣，sleepy adj. 困倦的;瞌睡的land v. 着陆;降落alien n. 外星人run after 追逐;追赶suit n. 西服;套装v. 适合《express v. 表示;表达at the same time 同时;一起circle n. 圆圈v. 圈出Britain n. (= Great Britain) 大不列颠mystery n. 奥秘;神秘事物（historian n. 历史学家;史学工作者leader n. 领导;领袖midsummer n.仲夏;中夏medical adj. 医疗的;医学的purpose n. 目的;目标;prevent v. 阻止;阻挠energy n. 精力;力量position n. 位置;地方burial n. 埋葬;安葬honor (= honour) v.尊重;表示敬意n. 荣幸;荣誉ancestor n. 祖宗;祖先victory n. 胜利;成功enemy n. 敌人;仇人period n. 一段时间;时期hard-working adj. 工作努力的；辛勤的《Stonehenge 巨石阵Carla 卡拉（女名）. Rowling . 罗琳（英国作家）Victor 维克托（男名）Jean 琼（女名）%Paul Stoker 保罗·斯托克Unit 4prefer v. 更喜欢《lyrics n. (pl.) 歌词Australian adj. 澳大利亚的;澳大利亚人的n. 澳大利亚人electronic adj. 电子的;电子设备的smooth adj. 平滑的;悦耳的spare adj. 空闲的;不用的v. 抽出;留出，case n. 情况;实情in that case 既然那样;假使那样的话war n. 战争;战争状态war n.战争；战争状态stick v. (stuck,stuck) 粘贴;将…..刺入stick to 坚持;固守~down adj. 悲哀;沮丧ending n.(故事、电影等的)结尾;结局documentary n. 纪录片drama n. 戏;剧plenty pron. 大量;众多、plenty of 大量;充足shut v. (shut, shut) 关闭;关上shut off 关闭;停止运转superhero n. 超级英雄once in a while 偶尔地;间或]intelligent adj. 有才智的;聪明的sense v. 感觉到;意识到n. 感觉;意识sadness n. 悲伤;悲痛pain n. 痛苦;苦恼;疼痛reflect v. 反映;映出~moving adj. 动人的;令人感动的perform v. 表演;执行lifetime n. 一生;有生之年pity n. 遗憾;怜悯v. 同情;怜悯total n. 总数;合计adj. 总的;全体的·in total 总共;合计master n. 大师;能手;主人v. 掌握praise v. & n. 表扬;赞扬recall v. 回忆起;回想起wound n. 伤;伤口;创伤v. 使(身体)受伤;伤害~painful adj. 令人痛苦的;令人疼痛的World War II 第二次世界大战Men in Black 《黑衣人》（电影名）Kung Fu Panda 《功夫熊猫》（电影名）Titanic 《泰坦尼克号》（电影名），March of the Penguins 《带企鹅日记》（电影名）Spider-Man 《蜘蛛侠》（电影名）Carmern 卡门（女名）Dan Dervish 丹·德维什…Unit 5custom n. 风俗;习俗bow v. & n. 鞠躬kiss v. & n. 亲吻;接吻、greet v. 和⋯⋯打招呼;迎接relaxed adj. 放松的;自在的value v. 重视;珍视n. 价值drop by 顺便访问;随便进入capital n. 首都;国都,after all 毕竟;终归noon n. 正午;中午mad adj. 很生气;疯的get mad 大动肝火;气愤effort n. 努力;尽力^make an effort 作出努力passport n. 护照clean…off 把….擦掉chalk n. 粉笔blackboard n. 黑板}northern n/ adj. 北方的;北部的coast n. 海岸;海滨season n. 季;季节knock v. 敲;击n. 敲击声;敲击eastern adj. 东方的;东部的\take off 脱下(衣服);(飞机等)起飞worth adj. 值得;有⋯⋯价值(的)manner n.方式;方法(pl.) 礼貌;礼仪empty adj. 空的;空洞的basic adj. 基本的;基础的)exchange n. & v. 交换go out of one’s way特地;格外努力make ... feel at home 使(某人)感到宾至如归teenage adj. 十几岁的;青少年的granddaughter n. (外)孙女】behave v. 表现;举止except prep.除⋯⋯之外conj. 除了;只是elbow n. 肘;胳膊gradually adv. 逐步地;渐进地get used to 习惯于】suggestion n. 建议Brazil 巴西Mexico 墨西哥Cali 卡利（哥伦比亚城市）Colombia 哥伦比亚（南美洲国家）…Lausanne 洛桑（瑞士城市）Norway 挪威Maria 玛丽亚（女名）Katie 凯蒂（女名）Sato 佐藤（日本姓氏）—Marie 玛丽（女名）Teresa Lopez 特蕾莎·洛佩斯Marc LeBlanc 马克·勒布朗Unit 6~rather adv. 相反;相当would rather (通常缩写为’d rather)宁愿drive v. 迫使drive sb. crazy/mad 使人发疯/发狂(the more … the more 越⋯⋯越⋯⋯;愈⋯⋯愈⋯⋯lately adv. 最近;不久前be friends with sb. 成为某人的朋友leave out 不包括;不提及;忽略friendship /frendSIp/ n. 友谊;友情;king n. 君主;国王power n. 权利;力量prime adj. 首要的;基本的prime minister 首相;大臣banker n. 银行家|fame n. 名声;声誉pale adj. 苍白的;灰白的queen n. 王后;女王call in 召来;叫来examine v(.仔细地)检查;检验`nor conj. & adv. 也不neither ... nor 既不⋯⋯也不palace n. 王宫;宫殿wealth n. 财富;富裕to start with 起初;开始时.grey adj(.天空)阴沉的;昏暗的;灰色的lemon n. 柠檬uncomfortable adj. 使人不舒服的;令人不舒适的weight n. 重量;分量shoulder n. 肩;肩膀：goal n. 球门;射门;目标let…down 使失望kick v. 踢;踹kick sb. off 开除某人be hard on sb. 对某人苛刻;对某人要求严厉.besides adv. 而且teammate n. 同队队员;队友courage n. 勇敢;勇气rather than 而不是guy n. (非正式)家伙(pl.)伙计们—pull v. 拉;拖pull together 齐心协力;通力合作relief n. 轻松;解脱nod v. 点头agreement n. (意见或看法)一致;同意[fault n. 过失;缺点disappoint v. 使失望Bert 伯特（男名）Holly 霍莉（女名）;Unit7Unexpected adj.出乎意料的;始料不及的by the time…在…..以前backpack n. 背包;旅行包@oversleep v. (overslept , overslept) 睡过头;睡得太久ring (rang,rung) （钟、铃等）鸣；响give ... a lift 捎…..一程block n. 街区in line with (与….)成一排、stare v. 盯着看;凝视disbelief n. 不信;怀疑above adv. 在上面;向上面prep. 在⋯⋯上面burn v. (burnt , burned ) 着火;燃烧burning adj. 着火的;燃烧的$alive adj. 活着;有生气的airport n. 机场till conj. & prep. 到;直到west /west/ adv. 向西;朝西adj. 向西的;西部的n. 西;西方cream /kri:m/ n. 奶油;乳脂^workday n. 工作日pie n. 果馅饼;果馅派show up 赶到;露面bean n. 豆;豆荚market n. 市场;集市《by the end of 在(某时间点)以前fool n. 蠢人;傻瓜v. 愚弄costume n. (特定场合穿的)服装;装束embarrassed adj. 窘迫的;害羞的costume party 化装舞会"announce v. 宣布;宣告spaghetti n. 意大利面条hoax n. 骗局;恶作剧sell out 卖光discovery n. 发现;发觉`lady n. 女士;女子cancel v. 取消;终止officer n. 军官;官员believable adj. 可相信的;可信任的disappear v. 消失;不见—embarrassing adj. 使人害羞的(难堪的或惭愧的) New Zealand 新西兰Italy 意大利Mars 火星Matt 马特（男名）*Kevin 凯文（男名）Carl 卡尔（男名）Orson Welles 奥森·韦尔斯>Unit 8litter v. 乱扔n. 垃圾;废弃物bottom n. 底部;最下部fisherman n. 渔民;钓鱼的人…coal n. 煤;煤块ugly adj. 丑陋的;难看的advantage n. 优点;有利条件cost v. 花费n. 花费;价钱wooden adj. 木制的;木头的。
Cola Wars Continue - Coke and Pepsi in 2010
_______Professo in 2006,”from pu sourcesCopyrig 7685, wdigitizedD A V I D RE N E E CoFo The m drink from arounto Rog wo the inv no Pe Th starte consu ups a cours As they b that d sustai Econ Am of 3%availa adjust _______________or David B. Yoffie a ” HBS No. 706-447ublished sources. H of primary data, or ght © 2010, 2011 Pr rite Harvard Busind, photocopied, or B. Y O F F I EK I Mla War or more than most intense b (CSD) indus 1975 through nd 10%, as bo ger Enrico, fo The warfare ould have a to e sharper we vent them. A othing contrib epsi.3hat relationsh d to decline. umption level and downs; C e in alternativ s the cola wa boost flagging demanded di inable growth nomics of mericans cons % per year ove ability of CSD ted) prices th _______________and Research Asso . This version was HBS cases are dev r illustrations of eff esident and Fellow ness School Publishotherwise reprodu s Conti a century, Co battles in the stry in the Un h the mid-199oth U.S. and w ormer CEO of e must be per ough time bei e have to be. And on the ot butes as muc hip began to f By 2009, the l since 1989.4 Coke suffered ve beverages ars continued g domestic C ifferent bottli h and profitab the U.S. C sumed 23 gal er the next th Ds and the in hat made CSD ________________ociate Michael Slind prepared by Profe veloped solely as th fective or ineffectiv ws of Harvard Colle hing, Boston, MAuced, posted, or tran inue: C oke and Peps so-called col nited States.1 90s, both Cok worldwide CS f Pepsi:rceived as a c ing an origina If the Coca-C ther side of t h to the pres fray in the ea average Ame At the same d several ope and snack acq d into the 21s SD sales? Ho ing, pricing, bility?CSD Indus llons of CSDs hree decades ntroduction o Ds more afford_______________d prepared the orig ssor David B. Yoffi he basis for class ve management.ege. To order copi 02163, or go to wwnsmitted, without t Coke an i vied for “th la wars were In a “carefu ke and Pepsi a SD consumpt continuing ba al and lively c Cola company the fence, I’m sent-day succ rly 2000s, ho erican drank 4 time, the tw rational setba quisitions.st century, Co ow could they and brand s strys annually in (see Exhibit of diet and f dable played _______________ginal version of this fie and Research As discussion. Cases ies or request perm ww.hbsp.harvard.ethe permission of H nd Peps hroat share” o e fought over ully waged co achieved ave tion rose stead attle without competitor. T y didn’t exist m sure the fo cess of the Co wever, as U.S 46 gallons of wo companies acks while P oke and Peps y compete in strategies? W 1970, and co 1). Fueling th flavored vari a significant _______________s case, “Cola Wars ssociate Renee Kim are not intended mission to reproduc edu/educators. ThHarvard Business S si in 201of the world’s the $74 billio ompetitive str erage annual r dily year afte blood. Witho The more succ t, we’d pray olks at Coke w oca-Cola com S. per-capita CSDs per ye experienced epsi charted si faced new the growing What had to b onsumption g his growth w ieties. Declini role as well.59-711-R E V : M A Y 26________________ Continue: Coke an m. This case was de to serve as endors ce materials, call 1-his publication maySchool.10s beverage m on carbonate ruggle” that l revenue grow er year.2 Acco out Coke, Pep cessful they a for someone would say th mpany than . CSD consum ar, the lowest their own di a new, aggre challenges: C non-CSD cat be done to e grew by an av were the incre ing real (infl There were -462, 2011______ nd Pepsi eveloped sements, -800-545-y not be market. d softlastedwth ofording psi re, to hat . . mption t CSD istinct essive Could tegory ensure verage easing ation-many711-462 Cola Wars Continue: Coke and Pepsi in 2010 alternatives to CSDs, including beer, milk, coffee, bottled water, juices, tea, powdered drinks, wine, sports drinks, distilled spirits, and tap water. Yet Americans drank more soda than any other beverage. Within the CSD category, the cola segment maintained its dominance, although its market share dropped from 71% in 1990 to 55% in 2009.6 Non-cola CSDs included lemon/lime, citrus, pepper-type, orange, root beer, and other flavors. CSDs consisted of a flavor base (called “concentrate”), a sweetener, and carbonated water. The production and distribution of CSDs involved four major participants: concentrate producers, bottlers, retail channels, and suppliers.7 Concentrate ProducersThe concentrate producer blended raw material ingredients, packaged the mixture in plastic canisters, and shipped those containers to the bottler. To make concentrate for diet CSDs, concentrate makers often added artificial sweetener; with regular CSDs, bottlers added sugar or high-fructose corn syrup themselves. The concentrate manufacturing process involved relatively little capital investment in machinery, overhead, or labor. A typical concentrate manufacturing plant, which could cover a geographic area as large as the United States, cost between $50 million to $100 million to build.8A concentrate producer’s most significant costs were for advertising, promotion, market research, and bottler support. Using innovative and sophisticated campaigns, they invested heavily in their trademarks over time. While concentrate producers implemented and financed marketing programs jointly with bottlers, they usually took the lead in developing those programs, particularly when it came to product development, market research, and advertising. They also took charge of negotiating “customer development agreements” (CDAs) with nationwide retailers such as Wal-Mart. Under a CDA, Coke or Pepsi offered funds for marketing and other purposes in exchange for shelf space. With smaller regional accounts, bottlers assumed a key role in developing such relationships, and paid an agreed-upon percentage—typically 50% or more—of promotional and advertising costs. Concentrate producers employed a large staff of people who worked with bottlers by supporting sales efforts, setting standards, and suggesting operational improvements. They also negotiated directly with their bottlers’ major suppliers (especially sweetener and packaging makers) to achieve reliable supply, fast delivery, and low prices.9Once a fragmented business that featured hundreds of local manufacturers, the U.S. soft drink industry had changed dramatically over time. Among national concentrate producers, Coke and Pepsi claimed a combined 72% of the U.S. CSD market’s sales volume in 2009, followed by Dr Pepper Snapple Group (DPS) and Cott Corporation (see Exhibits 2, 3a and 3b). In addition, there were private-label manufacturers and several dozen other national and regional producers.BottlersBottlers purchased concentrate, added carbonated water and high-fructose corn syrup, bottled or canned the resulting CSD product, and delivered it to customer accounts. Coke and Pepsi bottlers offered “direct store door” (DSD) delivery, an arrangement whereby route delivery salespeople managed the CSD brand in stores by securing shelf space, stacking CSD products, positioning the brand’s trademarked label, and setting up point-of-purchase or end-of-aisle displays. (Smaller national brands, such as Shasta and Faygo, distributed through food store warehouses.) Cooperative merchandising agreements, in which retailers agreed to specific promotional activity and discount levels in exchange for a payment from a bottler, were another key ingredient of soft drink sales.The bottling process was capital-intensive and involved high-speed production lines that were interchangeable only for products of similar type and packages of similar size. Bottling and canning 2Cola Wars Continue: Coke and Pepsi in 2010 711-462 lines cost from $4 million to $10 million each, depending on volume and package type. But the cost of a large plant with multiple lines and automated warehousing could reach hundreds of millions of dollars. In 2010, DPS completed construction of a production facility in California with a capacity of 40 million cases at an estimated cost of $120 million.10 While a handful of such plants could theoretically provide enough capacity to serve the entire United States, Coke and Pepsi each had around 100 plants for nationwide distribution.11 For bottlers, their main costs components were concentrate and syrup. Other significant expenses included packaging, labor, and overhead.12 Bottlers also invested capital in trucks and distribution networks. For CSDs, bottlers’ gross profits routinely exceeded 40% but operating margins were usually around 8%, about a third of concentrate producers’ operating margins (see Exhibit 4).The number of U.S. soft drink bottlers had fallen steadily, from more than 2,000 in 1970 to fewer than 300 in 2009.13 Coke was the first concentrate producer to build a nationwide franchised bottling network, and Pepsi and DPS followed suit. The typical franchised bottler owned a manufacturing and sales operation in an exclusive geographic territory, with rights granted in perpetuity by the franchiser. In the case of Coke, territorial rights did not extend to national fountain accounts, which the company handled directly. The original Coca-Cola franchise agreement, written in 1899, was a fixed-price contract that did not provide for renegotiation, even if ingredient costs changed. After considerable negotiation, often accompanied by bitter legal disputes, Coca-Cola amended the contract in 1921, 1978, and 1987. By 2009, 92% of Coke’s U.S. concentrate sales for bottled and canned beverages was covered by its 1987 Master Bottler Contract, which granted Coke the right to determine concentrate price and other terms of sale.14 Under this contract, Coke had no legal obligation to assist bottlers with advertising or marketing. Nonetheless, to ensure quality and to match Pepsi, Coke made huge investments to support its bottling network. In 2009, for example, Coke contributed $540 million in marketing support payments to its top bottler.15 The 1987 contract did not give complete pricing control to Coke, but rather used a formula that established a maximum price and adjusted prices quarterly according to changes in sweetener pricing. This contract differed from Pepsi’s Master Bottling Agreement with its top bottler. That agreement granted the bottler perpetual rights to distribute Pepsi’s CSD products but required it to purchase raw materials from Pepsi at prices, and on terms and conditions, determined by Pepsi. Pepsi negotiated concentrate prices with its bottling association, and normally based price increases on the consumer price index (CPI). Over the last two decades, however, concentrate makers regularly raised concentrate prices, often by more than the increase in inflation (see Exhibit 5).Franchise agreements with both Coke and Pepsi allowed bottlers to handle the non-cola brands of other concentrate producers. Bottlers could choose whether to market new beverages introduced by a concentrate producer. However, concentrate producers worked hard to “encourage” bottlers to carry their product offerings. Bottlers could not carry directly competing brands, however. For example, a Coke bottler could not sell Royal Crown Cola, yet it could distribute 7UP if it did not carry Sprite. Franchised bottlers could decide whether to participate in test marketing efforts, local advertising campaigns and promotions, and new package introductions (although they could only use packages authorized by their franchiser). Bottlers also had the final say in decisions about retail pricing.In 1971, the Federal Trade Commission initiated action against eight major concentrate makers, charging that the granting of exclusive territories to bottlers prevented intrabrand competition (that is, two or more bottlers competing in the same area with the same beverage). The concentrate makers argued that interbrand competition was strong enough to warrant continuation of the existing territorial agreements. In 1980, after years of litigation, Congress enacted the Soft Drink Interbrand Competition Act, which preserved the right of concentrate makers to grant exclusive territories.3711-462 Cola Wars Continue: Coke and Pepsi in 2010Retail ChannelsIn 2009, the distribution of CSDs in the United States took place through supermarkets (29.1%), fountain outlets (23.1%), vending machines (12.5%), mass merchandisers (16.7%), convenience stores and gas stations (10.8%), and other outlets (7.8%). Small grocery stores and drug chains made up most of the latter category.16 Costs and profitability in each channel varied by delivery method and frequency, drop size, advertising, and marketing (see Exhibit 6).CSDs accounted for $12 billion, or 4% of total store sales in the U.S., and were also a big traffic draw for supermarkets.17 Bottlers fought for shelf space to ensure visibility for their products, and they looked for new ways to drive impulse purchases, such as placing coolers at checkout counters. An ever-expanding array of products and packages created intense competition for shelf space.The mass merchandiser category included discount retailers, such as Wal-Mart and Target. These companies formed an increasingly important channel. Although they sold Coke and Pepsi products, they (along with some drug chains) could also have their own private-label CSD, or sell a generic label such as President’s Choice. Private-label CSDs were usually delivered to a retailer’s warehouse, while branded CSDs were delivered directly to stores. With the warehouse delivery method, the retailer was responsible for storage, transportation, merchandising, and stocking the shelves, thereby incurring additional costs.Historically, Pepsi had focused on sales through retail outlets, while Coke commanded the lead in fountain sales. (The term “fountain,” which originally referred to drug store soda fountains, covered restaurants, cafeterias, and any other outlet that served soft drinks by the glass using fountain-type dispensers.) Competition for national fountain accounts was intense, especially in the 1990s. In 1999, for example, Burger King franchises were believed to pay about $6.20 per gallon for Coke syrup, but they received a substantial rebate on each gallon; one large Midwestern franchise owner said that his annual rebate ran $1.45 per gallon, or about 23%.18 Local fountain accounts, which bottlers handled in most cases, were considerably more profitable than national accounts.To support the fountain channel, Coke and Pepsi invested in the development of service dispensers and other equipment, and provided fountain customers with point-of-sale advertising and other in-store promotional material.After Pepsi entered the fast-food restaurant business by acquiring Pizza Hut (1978), Taco Bell (1986), and Kentucky Fried Chicken (1986), Coca-Cola persuaded competing chains such as Wendy’s and Burger King to switch to Coke. In 1997, PepsiCo spun off its restaurant business under the name Tricon, but fountain “pouring rights” remained split along largely pre-Tricon lines.19 In 2009, Pepsi supplied all Taco Bell and KFC restaurants and the great majority of Pizza Hut restaurants, and Coke retained deals with Burger King and McDonald’s (the largest national account in terms of sales). Competition remained vigorous: In 2004, Coke won the Subway account away from Pepsi, while Pepsi grabbed the Quiznos account from Coke. (Subway was the largest account as measured by number of outlets.) In April 2009, DPS secured rights for Dr Pepper at all U.S. McDonald’s restaurants.20 Yet Coke continued to lead the channel with a 69% share of national pouring rights, against Pepsi’s 20% and DPS’ 11%.21Coke and DPS had long retained control of national fountain accounts, negotiating pouring-rights contracts that in some cases (as with big restaurant chains) covered the entire United States or even the world. Local bottlers or the franchisors’ fountain divisions serviced these accounts. (In such cases, bottlers received a fee for delivering syrup and maintaining machines.) Historically, PepsiCo had ceded fountain rights to local Pepsi bottlers. But in the late 1990s, Pepsi began a successful campaign to gain from its bottlers the right to sell fountain syrup via restaurant commissary companies.224Cola Wars Continue: Coke and Pepsi in 2010 711-462 In the vending channel, bottlers took charge of buying, installing, and servicing machines, and for negotiating contracts with property owners, who typically received a sales commission in exchange for accommodating those machines. But concentrate makers offered bottlers financial incentives to encourage investment in machines, and also played a large role in the development of vending technology. Coke and Pepsi were by far the largest suppliers of CSDs to this channel.Suppliers to Concentrate Producers and BottlersConcentrate producers required few inputs: the concentrate for most regular colas consisted of caramel coloring, phosphoric or citric acid, natural flavors, and caffeine.23 Bottlers purchased two major inputs: packaging (including cans, plastic bottles, and glass bottles), and sweeteners (including high-fructose corn syrup and sugar, as well as artificial sweeteners such as aspartame). The majority of U.S. CSDs were packaged in metal cans (56%), with plastic bottles (42%) and glass bottles (2%) accounting for the remainder.24 Cans were an attractive packaging material because they were easily handled and displayed, weighed little, and were durable and recyclable. Plastic packaging, introduced in 1978, allowed for larger and more varied bottle sizes. Single-serve 20-oz PET bottles, introduced in 1993, steadily gained popularity; in 2009, they represented 35% of CSD volume (and 52% of CSD revenues) in convenience stores.25The concentrate producers’ strategy toward can manufacturers was typical of their supplier relationships. Coke and Pepsi negotiated on behalf of their bottling networks, and were among the metal can industry’s largest customers. In the 1960s and 1970s, both companies took control of a portion of their own can production, but by 1990 they had largely exited that business. Thereafter, they sought instead to establish stable long-term relationships with suppliers. In 2009, major can producers included Ball, Rexam (through its American National Can subsidiary), and Crown Cork & Seal.26 Metal cans were essentially a commodity, and often two or three can manufacturers competed for a single contract.The Evolution of the U.S. Soft Drink Industry27Early HistoryCoca-Cola was formulated in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold it at drug store soda fountains as a “potion for mental and physical disorders.” In 1891, Asa Candler acquired the formula, established a sales force, and began brand advertising of Coca-Cola. The formula for Coca-Cola syrup, known as “Merchandise 7X,” remained a well-protected secret that the company kept under guard in an Atlanta bank vault. Candler granted Coca-Cola’s first bottling franchise in 1899 for a nominal one dollar, believing that the future of the drink rested with soda fountains. The company’s bottling network grew quickly, however, reaching 370 franchisees by 1910.In its early years, imitations and counterfeit versions of Coke plagued the company, which aggressively fought trademark infringements in court. In 1916 alone, courts barred 153 imitations of Coca-Cola, including the brands Coca-Kola, Koca-Nola, and Cold-Cola. Coke introduced and patented a 6.5-oz bottle whose unique “skirt” design subsequently became an American icon.Candler sold the company to a group of investors in 1919, and it went public that year. Four years later, Robert Woodruff began his long tenure as leader of the company. Woodruff pushed franchise bottlers to place the beverage “in arm’s reach of desire,” by any and all means. During the 1920s and 1930s, Coke pioneered open-top coolers for use in grocery stores and other channels, developed5711-462 Cola Wars Continue: Coke and Pepsi in 2010 automatic fountain dispensers, and introduced vending machines. Woodruff also initiated “lifestyle”advertising for Coca-Cola, emphasizing the role that Coke played in a consumer’s life.Woodruff developed Coke’s international business as well. During World War II, at the request of General Eisenhower, Woodruff promised that “every man in uniform gets a bottle of Coca-Cola for five cents wherever he is and whatever it costs the company.” Beginning in 1942, Coke won exemptions from wartime sugar rationing for production of beverages that it sold to the military or to retailers that served soldiers. Coca-Cola bottling plants followed the movement of American troops, and during the war the U.S. government set up 64 such plants overseas—a development that contributed to Coke’s dominant postwar market shares in most European and Asian countries.Pepsi-Cola was invented in 1893 in New Bern, North Carolina, by pharmacist Caleb Bradham. Like Coke, Pepsi adopted a franchise bottling system, and by 1910 it had built a network of 270 bottlers. Pepsi struggled, however; it declared bankruptcy in 1923 and again in 1932. But business began to pick up when, during the Great Depression, Pepsi lowered the price of its 12-oz bottle to a nickel—the same price that Coke charged for a 6.5-oz bottle. In the years that followed, Pepsi built a marketing strategy around the theme of its famous radio jingle: “Twice as much for a nickel, too.”In 1938, Coke filed suit against Pepsi, claiming that the Pepsi-Cola brand was an infringement on the Coca-Cola trademark. A 1941 court ruling in Pepsi’s favor ended a series of suits and countersuits between the two companies. During this period, as Pepsi sought to expand its bottling network, it had to rely on small local bottlers that competed with wealthy, established Coke franchisees.28 Still, the company began to gain market share, surpassing Royal Crown and Dr Pepper in the 1940s to become the second-largest-selling CSD brand. In 1950, Coke’s share of the U.S. market was 47% and Pepsi’s was 10%; hundreds of regional CSD companies, which offered a wide assortment of flavors, made up the rest of the market.29The Cola Wars BeginIn 1950, Alfred Steele, a former Coke marketing executive, became CEO of Pepsi. Steele made “Beat Coke” his motto and encouraged bottlers to focus on take-home sales through supermarkets. To target family consumption, for example, the company introduced a 26-oz bottle. Pepsi’s growth began to follow the postwar growth in the number of supermarkets and convenience stores in the United States: There were about 10,000 supermarkets in 1945; 15,000 in 1955; and 32,000 in 1962, at the peak of this growth curve.Under the leadership of CEO Donald Kendall, Pepsi in 1963 launched its “Pepsi Generation” marketing campaign, which targeted the young and “young at heart.” The campaign helped Pepsi narrow Coke’s lead to a 2-to-1 margin. At the same time, Pepsi worked with its bottlers to modernize plants and to improve store delivery services. By 1970, Pepsi bottlers were generally larger than their Coke counterparts. Coke’s network remained fragmented, with more than 800 independent franchised bottlers (most of which served U.S. cities of 50,000 or less).30 Throughout this period, Pepsi sold concentrate to its bottlers at a price that was about 20% lower than what Coke charged. In the early 1970s, Pepsi increased its concentrate prices to equal those of Coke. To overcome bottler opposition, Pepsi promised to spend this extra income on advertising and promotion.Coke and Pepsi began to experiment with new cola and non-cola flavors, and with new packaging options, in the 1960s. Previously, the two companies had sold only their flagship cola brands. Coke launched Fanta (1960), Sprite (1961), and the low-calorie cola Tab (1963). Pepsi countered with Teem (1960), Mountain Dew (1964), and Diet Pepsi (1964). Both companies introduced non-returnable glass bottles and 12-oz metal cans in various configurations. They also diversified into non-CSD industries. 6Cola Wars Continue: Coke and Pepsi in 2010 711-462 Coke purchased Minute Maid (fruit juice), Duncan Foods (coffee, tea, hot chocolate), and Belmont Springs Water. In 1965, Pepsi merged with snack-food giant Frito-Lay to form PepsiCo, hoping to achieve synergies based on similar customer targets, delivery systems, and marketing orientations.In the late 1950s, Coca-Cola began to use advertising messages that implicitly recognized the existence of competitors: “American’s Preferred Taste” (1955), “No Wonder Coke Refreshes Best” (1960). In meetings with Coca-Cola bottlers, however, executives discussed only the growth of their own brand and never referred to its closest competitor by name. During the 1960s, Coke focused primarily on overseas markets, apparently basing its strategy on the assumption that domestic CSD consumption was approaching a saturation point. Pepsi, meanwhile, battled Coke aggressively in the United States, and doubled its U.S. share between 1950 and 1970.The Pepsi ChallengeIn 1974, Pepsi launched the “Pepsi Challenge” in Dallas, Texas. Coke was the dominant brand in that city, and Pepsi ran a distant third behind Dr Pepper. In blind taste tests conducted by Pepsi’s small local bottler, the company tried to demonstrate that consumers actually preferred Pepsi to Coke. After its sales shot up in Dallas, Pepsi rolled out the campaign nationwide.Coke countered with rebates, retail price cuts, and a series of advertisements that questioned the tests’ validity. In particular, it employed retail price discounts in markets where a company-owned Coke bottler competed against an independent Pepsi bottler. Nonetheless, the Pepsi Challenge successfully eroded Coke’s market share. In 1979, Pepsi passed Coke in food store sales for the first time, opening up a 1.4 share-point lead. In a sign of the times, Coca-Cola president Brian Dyson inadvertently uttered the name Pepsi at a 1979 bottlers’ conference.During this period, Coke renegotiated its franchise bottling contract to obtain greater flexibility in pricing concentrate and syrups. Its bottlers approved a new contract in 1978, but only after Coke agreed to link concentrate price changes to the CPI, to adjust the price to reflect any cost savings associated with ingredient changes, and to supply unsweetened concentrate to bottlers that preferred to buy their own sweetener on the open market.31 This arrangement brought Coke in line with Pepsi, which traditionally had sold unsweetened concentrate to its bottlers. Immediately after securing approval of the new agreement, Coke announced a significant concentrate price increase. Pepsi followed with a 15% price increase of its own.Cola Wars Heat UpIn 1980, Roberto Goizueta was named CEO of Coca-Cola, and Don Keough became its president. That year, Coke switched from using sugar to using high-fructose corn syrup, a lower-priced alternative. Pepsi emulated that move three years later. Coke also intensified its marketing effort, more than doubling its advertising spending between 1981 and 1984. In response, Pepsi doubled its advertising expenditures over the same period. Meanwhile, Goizueta sold off most of the non-CSD businesses that he had inherited, including wine, coffee, tea, and industrial water treatment, while retaining Minute Maid.Diet Coke, introduced in 1982, was the first extension of the “Coke” brand name. Many Coke managers, deeming the “Mother Coke” brand sacred, had opposed the move. So had company lawyers, who worried about copyright issues. Nonetheless, Diet Coke was a huge success. Praised as the “most successful consumer product launch of the Eighties,” it became within a few years not only the most popular diet soft drink in the United States, but also the nation’s third-largest-selling CSD.7。
变色龙英文契诃夫
THE CHAMELEON
THE CHAMELEON
• The Chameleon In Nature: Chameleon is a kind of reptiles, chameleon can change skin color as the surrounding environment to protect themselves safely.
General) • It’s a stray dog! It must be destroyed (not
belong to General) • It’s not bad pup…. A lively
creature(belong to General’s brother)
THE OVERCOAT
Outline
Author The story The chameleon The puppy The overcoat The darkness Russia
The Otchunyelov The news report Goldsmith’s apology ❖ The story theme The end
Take off-3 times Wear up-2 times
Otchumyelov is nervous when he feels he is wrong.
Hypocritical Ugly lackeys
THE DARKNESS RUSSIA
OTCHUMYELOV
❖He is the symbol of all police ❖He is the czar’s lackeys. ❖He represents the darkness society ❖He is selfish ❖Weak and easy swayed people as chameleon.
Coca-ColaCase可口可乐案例分析
Global Human Resource Management at Coca-Cola The Coca-Cola Company is one of the most successful multinational enterprises. With operations in close to 200 countries and nearly 80 percent of its operating income derived from businesses outside the United States, Coca-Cola is typically perceived as the quintessential global corporation. Coca-Cola, however, likes to think of itself as a “multi-local” company that just happens to be headquartered in Atlanta but could be headquartered anywhere and that presents the Coca-Cola brand with a “local face”in every country where it does business. The philosophy is best summarized by the phrase “think globally, act locally,”which captures the essence of Coca-Cola’s cross-border management mentality. Coca-Cola grants national businesses the freedom to conduct operations in a manner appropriate to the market. At the same time, the company tries to establish a common mind-set that all its employees share.Coca-Cola manages its global operations through 25 operating divisions that are organized under six regional groups; North America, the European Union, the Pacific Region, the East Europe/Middle East Group, Africa, and Latin America. The corporate human resource management function is charged with providing the glue that binds these various divisions and groups into the Coca-cola family. The corporate HRM function achieves this in two main ways; (1) by propagating a common human resources philosophy within the company, and (2) by developing a group of internationally minded midlevel executives for future senior management responsibility.The corporate HRM group sees its mission as one of developing and providing the underlying philosophy around which local businesses can develop their own human resource practices. For example, rather than have a standard salary policy for all its national operations, Coca-cola has a common salary philosophy—the total compensation package should be competitive with the best companies in the local market. Twice a year the corporate HRM group also conducts a two-week HRM orientation session for the human resource staff from each of its 25 operating divisions. These sessions give an overview of the company’s HRM philosophy and talk about how local businesses can translate that philosophy into human resource policies. Coca-Cola has found that information sharing is one of the great benefits of bringing HRM professions together. For example, tools that have been developed in Brazil to deal with a specific HRM problem might also be useful in Australia. The sessions provide a medium through which HRM professionals can communicate and learn from each other, which facilitates the rapid transfer of innovative and valuable HRM tools from region to region.As much as possible, Coca-Cola tries to staff its operations with local personnel. To quote one senior executive, “We strive to have a limited number of international people in the field because generally local people are better equipped to do business at their home locations.”However, expatriates are needed in the system for two main reasons. One is to fill a need for a specific set of skills that might not exist at a particular location. For example, when Coca-Cola started operations in EasternEurope, it had to bring in an expatriate from Chicago, who was of Polish descent, to fill the position of finance manager. The second reason for using an expatriate is to improve the employee’s own skill base. Coca-cola believes that because it is a global company, senior managers should have had international exposure.The corporate HRM group has about 500 high-level managers involved in its “global service program”. Coca-Cola characterizes these managers as people who have knowledge of their particular field, plus knowledge of the company, and who can do two things in an international location— add value by the expertise they bring to each assignment and enhance their contribution to the company by having international experience. Of the 500 participants in the program, about 200 move each year. To ease the costs of transfer for these employees, Coca-Cola gives those in its global service program a U.S. based compensation package. They are paid according to U.S. benchmarks, as opposed to the benchmark prevailing in the country in which they are located. Thus, an Indian manager in this program who is working in Great Britain will be paid according to U.S. salary benchmarks—and not those prevailing in either India or Britain. An ultimate goal of this program is to build a cadre of internationally minded executives from which the future senior managers of Coca-Cola will be drawn.Sources: D.A. Amfuso, “HR Unites the World of Coca-Cola”, Personnel Journal, November 1994, pp. 112-20, and S. Foley, “Internationalizing the Cola Wars”, Harvard Business School Case #9-794-146.Case Discussion Questions1.What is Coca-Cola’s staffing policy for managerial position: ethnocentric,polycentric, or geocentric? Does this policy make sense?2.What is the strategic role of the HRM function at Coca-Cola? How doesHRM help Coca-Cola to become a more successful international business?3.Do you think it is appropriate to pay expatriates according to U.S. benchmarkrates, even when their home operation is not the United States? Whatpotential problems might such a policy cause? What are the benefits of thepolicy?。
英汉词语对比记忆单词
怎样通过英汉词语对比记忆单词随着国家之间的交往、文化的接触和思想的沟通，每一种语言都会吸收外来语，补充和扩大自己的词汇。
英语的有些外来词语就是从中国“进口”的。
如Confucius（孔夫子）、ginseng（人参）、kaoliang（高粱）、lama（喇嘛）、li（里）、litchi（荔枝）、silk（丝）、to lose face（丢脸）、paper tiger（纸老虎）。
同样，汉语也从英语中引起了许多外来语。
如滴滴涕（DDT或D．D．T．）、可可（cacao）、可口可乐（Coca－Cola）、奎宁（quinin）雷达（radar）、吗啡（morphine）等。
有些词语从英语中“引进”以后，通过半译音半译意的方式稍加改造，便洋为中用，成了具有中国特色的一种“中西合璧”的词，如ice-cream（冰淇淋）、tomato sauce（番茄沙司）、Dowling paper（道林纸）等。
英语有一些词语被直译成汉语，原封不动地放到我们的语言中，时间久了，耳濡目染，习以为常，我们也不对它们另眼相看了。
如to pave the way for （为……铺平道路）等。
除了上述“引进”的词语以外，我们在学习英语的时候如果稍加留心，就会发现英汉两种语言在习语、比喻、量的表示法和谚语等方面有着相通或相似的地方，如to make one's mouth water（使垂涎），as busy as a bee（像蜜蜂一样忙碌），a cup of tea（一杯茶）等等。
在英语学习中，遇到上述几种情况时，似乎“一见如故”往往可以“望词生义”，且易记难忘。
在学习英语词汇的时候，将英汉两种语言进行对照比较，寻根溯源，弄清其中相同、相似和不同的地方，会帮助我们加深理解，巩固记忆。
下面进一步举例说明：一、汉语从英语“进口”的外来词语ampere安培（电流强度单位）；mango芒果bar酒吧，酒柜marathon（race）马拉松beer啤酒mark马克brandy白兰地酒Martin furnace马丁炉（平炉）bus巴士，公共汽车microphone麦克风，话筒card卡片modern摩登c．c．西西（容量单位）morphine吗啡（毒品名）chocolate巧克力motor马达，发动机cigar雪茄（烟）motorcycle摩托车coffee咖啡Moslem穆斯林（伊斯兰教徒的通称）disco迪斯科舞nicotine尼古丁Downing Street唐宁街Nobel prizes诺贝尔奖金dozen一“打”（数量单位）nylon尼龙dyne达因（力的单位）Olympic games奥林匹克运动会engine引擎，发动机opium鸦片farad法拉（电容的单位）palace派力司fascism法西斯pence便士（英币单位）franc法郎papa爸爸gallon加仑（容量单位）penicillin（药）盘尼西林，青霉素golf高尔夫球ping-pong乒乓guitar吉他pint品脱（容量单位）hallo（a），hello，hullo（a）哈罗！喂！poker扑克牌humor幽默pound磅（重量单位）；英镑hysteria歇斯底里pudding布丁（甜食之一种）inch英寸pump抽水机，泵jacket夹克quinine（药）奎宁，金鸡纳霜jazz爵士乐radar雷达（侦测仪器名）jeep吉普车sandwich三明治lemons柠檬shock休克lemonade柠檬水smart时髦logic逻辑soda苏打sofa沙发椅black market黑市tank坦克车black list黑名单ton吨（重量单位）cold war冷战waltz华尔兹舞golden age黄金时代watt瓦特（电的功率单位）first－hand第一手的wattmeter瓦特计second-hand第二手的whisky威士忌酒doubles-faced两面派的to break the record打破记录armed to the teeth武装到牙齿的life line生命线二、英汉相通或易于理解的比喻（as）black as ink墨黑（as）light as a feather轻如鸿毛as cold as ice冰冷（as）silly as a goose像呆头鹅一样傻（as）fat as a pig胖得像猪（as）still as death像死一样静（死寂）（as）green as grass像草一样绿（as）sweet as honey蜜一样甜（as）handsome as paint美丽如画（as）white as snow雪白as hard as rock坚如磐石as blind as a bat瞎得像蝙蝠（as）hard as a stone像石头一样硬s bold as a lion像狮子一样勇猛as hot as fire火热（as）happy as a king像国王一样高兴三、英汉在量的表示法方面的类同a pot of water一壶水 a packet of cigarettes一包香烟a pot of drinks一壶饮料ton of steel一吨钢a tin of butter一听奶油 a handful of rice一把米a box of matches一盒火柴spoonful of salt一汤匙盐a bucket of oil一桶油mouthful of water一口水a beg of beans一袋豆group of children一群孩子四、英汉相通或相似的习语to burn one's boats破釜沉舟to pour oil on the fire火上加油to play with fire玩火facts speak louder than wordsto buy off收买to set one's heart at rest（ease）放心more or less或多或少to sit on the fence骑墙far and near四面八方to stand on one's own feet（legs）自立heart and soul 一心一意to turn for the better好转rain or shine风雨无阻to see how the wind blows见风使舵to pick and choose挑来挑去to make one's mouth water使垂涎to divide and rule分而治之to hurt one's feelings伤感情to be absent－minded心神不定to see the world见世面to turn a deaf ear to充耳不闻to get in through the back door走后门to shut one's eyes against视若无睹to praise to the skies捧上天去Easy come，easy go．来得容易去得快，易得易失to talk black into white（to prove that black is white）颠倒黑白Faith will move mountains．精诚所至，金石为开to go through fire and water赴汤蹈火to swim with the stream（tide或 current）随波逐流（随大流）Out of sight，out of mind．眼不见，心不想；久别情疏a bad （rotten）egg坏蛋Strike while the iron is hot．趁热打铁a tooth for a tooth以牙还牙East or west，home is best．出门一里，不如家里an eye for an eye以眼还眼skin－deep肤浅Ill news travels fast．恶事传千里in at one ear and out at the other一只耳朵进，一只耳朵出Kill two birds with one stone．一箭双雕Love me，love my dog．爱屋及乌heaven knows天晓得Make hay while the sun shines．趁热打铁women have long tongues妇有长舌like father，like son有其父，必有其子Many hands make light work．人多好办事at sixes and sevens乱七八糟Speech is the picture of the mind．言为心声in high spirits兴高采烈in low spirits垂头丧气No one is wise at all time．智者千虑，必有一失out of order杂乱无章off and on断断续续There is no smoke without fire．无风不起浪back and forth前前后后through and through彻头彻尾Time flies．光阴似箭这里应该指出的是，英语同汉语是属于两种不同语系的语言，我们研究其异同，了解汉语从英语中“进口”的词语，分析两种词语在表达方法上的类同之处，有助于我们巩固记忆，扩大词汇量。
经典商战案例
经典商战案例1. Coca-Cola vs. PepsiCo: The Cola Wars - This case study explores the fierce rivalry between Coca-Cola and PepsiCo, two of the largest beverage companies in the world. The case discusses their marketing strategies, competitive tactics, and the ongoing battle for market share in the global soft drink industry.2. Apple vs. Samsung: Patent Wars - This case study delves into the high-profile legal battles between Apple and Samsung over patent infringement. It examines their respective smartphone products, the allegations made by Apple, and the resulting impact on the global mobile phone market.3. Uber vs. Lyft: Ridesharing Battle - This case study analyzes the competition between Uber and Lyft, two leading companies in the ridesharing industry. The case discusses their pricing strategies, driver recruitment efforts, and the regulatory challenges they face in various markets around the world.4. Amazon vs. Walmart: E-commerce Showdown - This case study explores the rivalry between Amazon and Walmart in the e-commerce sector. It examines their different business models, supply chain strategies, and efforts to dominate the growing online retail market.5. Nike vs. Adidas: Sportswear Battle - This case study looks at the competition between Nike and Adidas in the sportswear industry. It discusses their marketing campaigns, sponsorship deals with athletes, and the constant race to innovate and release new products.6. Microsoft vs. Sony: Console Wars - This case study examines the fierce competition between Microsoft and Sony in the gaming industry. It explores their respective gaming consoles, online services, and exclusive game titles, as well as the strategies they employ to attract and retain customers.7. Airbnb vs. traditional hotels: Disrupting the Hospitality Industry - This case study delves into the disruption caused by Airbnb in the traditional hotel industry. It discusses the sharing economy model, the regulatory challenges faced by Airbnb, and the strategies adopted by traditional hotels to compete with this emerging player.8. Huawei vs. United States: The 5G Battle - This case study analyzes the ongoing battle between Huawei and the United States over the deployment of 5G technology. It examines the security concerns raised by the US government, the global implications of this trade war, and the efforts made by Huawei to regain trust and market share.9. Google vs. Oracle: Copyright Infringement Lawsuit - This case study explores the copyright infringement lawsuit between Google and Oracle, focusing on the use of application programming interfaces (APIs). It examines the legal arguments presented by both companies and the potential impact on the software development industry.10. McDonald's vs. Burger King: Fast Food Rivalry - This case study looks at the long-standing rivalry between McDonald's and Burger King in the fast food industry. It discusses their differentmenu offerings, marketing campaigns, and efforts to attract customers through product innovation and competitive pricing.。
疯狂的麦克斯狂暴之路
疯狂的麦克斯狂暴之路末日堡垒的战郎们抓到了流浪的麦克斯，要把他用作提供健康鲜血的“血主” 。
这一天，统治堡垒的军阀“不死老乔”派费罗莎指挥官带着货物去附近的部落交换物资。
其实费罗莎一直蓄谋逃跑，这次还要带着老乔的几个年轻妻子一一安加拉德、凯普玻、奇多、托丝特和达格一同前往众母一族所居住的绿地。
老乔率领全部兵力追杀费罗莎等人，战郎纳克斯也带着自己的血主麦克斯一同上路。
岂料麦克斯在混乱中趁机挣脱枷锁，扑上战车与费罗莎争夺驾驶权。
眼看越来越多的追兵不断逼近，麦克斯与费罗莎决定暂时休战，一起逃命,,作为暌违多年的《疯狂的麦克斯》系列第四部，《狂暴之路》一上映就让业内人士与广大影迷看傻了眼：这部神作到底是怎么拍出来的！这个系列到底“神”在哪里呢？首先，第一部《疯狂的麦克斯》于1979 年上映，用35 万美元的预算收获过亿票房，是二十年来利润率最高的电影，还一举捧红了梅尔?吉布森。
其次，乔治?米勒在30 年后终于拍出了他心目中的第四部，这个古稀老头用惊人的镜头感展现了一个另类的末日世界，堪称废土电影与邪典电影的新高峰。
再次，在电脑特效与合成动画泛滥的今天，《狂暴之路》中绝大部分的画面竟然是采用真人（每次开机要动用上千人）、真车（反派的改装车有几层楼高）和真景（澳洲中部沙漠）拍摄而成的！最后，别一说起公路片、动作片、废土片就想到大男子主义，看看查理兹?塞隆那大光头+机械臂的彪悍造型，这是米勒对女性一如既往的热烈讴歌！Mad Max ：Fury RoadDirectorGeorge MillerScreenplayNick LathourisBrendan McCarthyGeorge MillerCastTom Hardy...Max RockatanskyCharlize Theron...Imperator FuriosaNicholas Hoult...NuxHugh Keays-Byrne...Immortan JoeZoe Kravitz... Toast the KnowingCourtney Eaton... Cheedo the FragileAbbey Lee Kershaw...The DagRosie Huntington-Whiteley... The Splendid AngharadRiley Keough...CapableMegan Gale...The ValkyrieMelissa Jaffer...Keeper of the Seeds 他就是个老骗子！He's a lying old man ！(Nux sneaks into the war 1)rig to kill Furiosa ，but the girls defeathim. )Angharad：No unnecessary killing ！Furiosa：This war boy wants me dead ！Angharad：We agreed ！Furiosa：He's 2) kamakrazee！Angharad：He' s just a kid at the end of his half-life ！Nux：No！I live，I die ，I live again！Girls：Hold him ！Tie him up！Throw him out ！3)Chuck him out ！Max ：You got more friends.Furiosa：Bullet Farmer. They' re coming from the Bullet Farm.Nux：Yeah. It's over. You can't 4) defy him. Capable：Just watch us，mate.Nux：He is the one who grabbed the sun ！Girls：Look at how slick he's fooled you ，war boy ！He' s a lyingold man ！Nux：By his hand，we' ll be lifted up ！Angharad：That' s why we have his logo seared on our backs！5) Breeding stock！Battle fodder ！Nux：No，I am awaited ！Angharad：You're an old man 's battle fodder ！Capable：Killing everyone and everything ！Nux：We' re not to blame ！Angharad：Then who killed the world ？！( Nux is thrownoff the war rig )(纳克斯潜入战车试图刺杀费罗莎，却被众女合力打败。
大学翻译
第一章第一节: 什么是翻译？通俗地讲，翻译就是传意，用译语传达原语所表达的意思。
从信息论的角度讲，翻译是传达信息的活动。
从科学理论的角度讲，翻译是一门学科，是富有科学性与艺术性的学科。
翻译富有极高实践性与社会价值。
翻译具有相当复杂的自身规律性。
因此其实践活动必须有理论作指导。
就翻译学而言，大致可分为以下四类。
第一，普通翻译学；第二，应用翻译学；第三，特殊翻译学；第四，翻译史。
翻译实践实例：first aid, intensive care, an emergency case, labour-intensive enterprise, spiritual civilization-moral standard .emergency brake, side of a truck, leisure speed, acceleration pedalseven-up, Cocacola, Avon, Marlboro, Mild Seven,2Dunhill, Good CompanionWaterloo Bridge, Garden Eden, Martin Eden, Merfy’s War, Death on the Nile, Murder on the Oriental Express谚语（proverbs）1. A stitch in time saves nine.2. A rolling stone gathers no moss. ( 流水不腐，户枢不蠹)3. Running water is never stale and a door hinge never gets worm-eaten.4. A fall of snow of good omen promises a bumper harvest ( 瑞雪兆丰年。
)句子（sentences）st night you brought us a good fall of rainmagically.2.He accepted my invitation willingly.3.The striking color made it look more attractive.4.The CCTV tower looks very impressive.5.Clinton to Revive Free Trade Issue During AsianTrip.It gives him an opportunity to reassert the activist role on trade he played in his first two years but kind of went into freeze during the election campaign.第二节英汉两种语言差异语言是人类思维的外在表现形式。
Coca-Cola Case Study Presentation
The World of Customers (1960 - 1981)
The Company decided to expand with new flavors: Fanta® , Sprite® , TAB® and Fresca® . In 1960, The Coca-Cola Company acquired The Minute Maid Company. The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke."
By 1997, the Company already sold 1 billion servings of
its products every day, yet knew that opportunity for
growth was still around every corner.
Coca-Cola Now (2000 - Now)
Safeguarding the Brand (1905 - 1918)
Advertising focused on the authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute." Created a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Coca-Cola Company grew rapidly, moving into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. Territories. In 1900, there were two bottlers of Coca-Cola; by 1920, there would be about 1,000.
小升初词汇完整版
小升初考纲词汇手册-A1.adventure n. 冒险；冒险活动2.afraid adj.害怕的【反义词】brave adj. 勇敢的【固定搭配】be afraid of 害怕......be afraid to do sth.害怕做某事afternoon n. 下午【同类词】morning早上evening晚上【固定搭配】in the afternoon在下午ago adv. 在......以前along prep. 沿着【固定搭配】along with 与；同......一大片；连同；伴ambulance n. 救护车angry adj. 生气的，愤怒的【近义词】mad 疯狂的【词性转换】angrily adv.愤怒地【固定搭配】be angry with 对......生气apple juice n. 苹果汁April n. 四月aquarium n. 水族馆art n. 艺术，美术【词性转换】artist n. 艺术家Art and Craft 工艺，美术asleep adj. 睡着的【词性转换】sleep n./v. 睡觉sleepy adj.困倦的【固定搭配】fall asleep入睡at prep.[表示时间、地点]在......August n. 八月aviary n. 大鸟笼，鸟舍【词性转换】aviaries pl.(复）鸟舍awake adj. 醒着的【反义词】asleep adj. 睡着的【词性转换】wake v. 唤醒；唤起【固定搭配】be awake 醒着的about adv. 大约【近义词】aroundactivity n. 活动【词性转换】active adj.积极的；活跃的age n. 年龄【词性转换】aged adj.年老的【固定搭配】at the age of 在......的年龄album n. 照片簿，集邮册almost adv. 几乎【近义词】nearlyalready adv. 已经【近义词】yetalso adv. 也【近义词】too;either;as well;as well as arrive v. 到达【近义词】reach/get to【词性转换】arrival n.到来；到达者【固定搭配】arrive in+大地方arrive at+小地方address n. 地址advice n. 劝告，忠告【词性转换】advise v. 劝告；建议【固定搭配】a piece of advice 一条建议agree v. 同意【词性转换】agreement n.建议【固定搭配】agree to do sth.同意做某事agree with sb.同意某人的意见agree on 达成一致air-conditioned * adj. 有空调的airport n. 机场【固定搭配】at the airport 在机场area n. 地区around adv. 到处，向各处【近义词】everywhere adv.到处Asia n. 亚洲【同类词】Africa n.非洲Europe n.欧洲【词性转换】Asian adj.亚洲的；亚洲人astronaut n. 宇航员小升初考纲词汇手册-Bback [bæk] n. 背部，背后【反义词】front【固定搭配】at the back of 在...后面；支持bacon[ˈbeikən] n. 咸肉；熏肉badminton[ˈbædmintən] n. 羽毛球【固定搭配】play badminton 打羽毛球bake [beik] v. 烘烤【近义词】roast; barbecue【词性转换】baker n. 烘焙师bakery n. 面包店bank[bæŋk] n. 银行；河岸【固定搭配】in the bank 在银行on one bank..., on the other bank 在河的这一边，在河的另一边barbecue[ˈbɑ:bikju:] n./v. 烧烤【固定搭配】have a barbecue 烧烤battle[ˈbætl] n. 战争【近义词】warbasket[ˈbɑ:skit] n. 篮子【词性转换】basketball n. 篮球bath[bɑ:θ] n. 浴缸；洗澡【词性转换】bathroom n. 浴室【固定搭配】have/take a bath 洗澡bay[bei] n. 海湾beanstalk[ˈbi:nstɔ:k] n. 豆茎【词性转换】bean n. 豌豆become[bɪˈkʌm] v. 成为；变为【近义词】bebedroom[ˈbedru:m] n. 卧室【同类词】bathroom/living room【词性转换】bed n. 床【固定搭配】in the bedroom 在卧室里before[bɪˈfɔ:(r)] adv. 以前conj. 在...以前【反义词】after adv. 以后conj. 在...以后【固定搭配】long before 很久以前before long 不久以后behind[bɪˈhaɪnd] prep. 在...后面【反义词】in front of 在...前面【固定搭配】fall behind 落后belt[belt] n. 皮带【固定搭配】a dress with a belt 带腰带的裙子bench[bentʃ] n. 长椅【固定搭配】on the bench 在长椅上beside[bɪˈsaɪd] prep. 在...旁边【近义词】next to/close tobetween[bɪˈtwi:n] prep. 在...中间【固定搭配】between...and 在...和...中间between+名词复数在...中间bitter[ˈbɪtə(r)] adj. 苦的【同类词】sour/sweet/spicyblank[blæŋk] n. 空格，空白处【固定搭配】in the blank 在空白处blind[blaɪnd] adj. 瞎的【词性转换】blindness n. 瞎【固定搭配】the blind 盲人block[blɒk] n. 木块，积木；大楼v. 屏蔽【近义词】stop/prevent v. 阻止【固定搭配】block...from doing 阻止某人做某事blouse[blaʊz] n. 女式衬衫【同类词】shirt/dress/skirt/T-shirt/jeans...blunt[blʌnt] adj. 不锋利的，钝的【反义词】sharp adj. 锋利的，尖锐的board[bɔ:d] n. 栏；板【词性转换】aboard adv. 上（船，飞机等）boil[bɔɪl] v. 用沸水煮【同类词】fry v. 煎炸【词性转换】boiled adj. 煮开的【固定搭配】boiled water 开水bone[bəʊn] n. 骨头born[bɔ:n] adj. 出生的（bear的过去式和过去分词）【固定搭配】be born 出生both[bəʊθ] adj. 两者都【同类词】all adj. 三者都【固定搭配】both of 两者都both...and 两者都branch [brɑ:ntʃ] n. 树枝【词性转换】branches（复数）brave[breɪv] adj. 勇敢的【近义词】afraid adj. 害怕的【词性转换】bravely adv. 勇敢地bread[bred] n. 面包break[breɪk] n. 休息，间隙【近义词】rest n. 休息【固定搭配】have/take a break=have a rest 休息bridge[brɪdʒ] n. 桥bring[brɪŋ] v. 带来，拿来【反义词】take v. 带走[brʌʃ] v. 刷n. 刷子；毛笔【固定搭配】brush your teeth 刷牙[bɪld] v. 建筑，造【词性转换】rebuild v. 重建building n. 建筑物[bət] conj. 但是，可是【近义词】although conj. 虽然，尽管[ˈbʌtə(r)] n. 黄油，奶油[baɪ] v. 买【近义词】purchase v. 买【固定搭配】buy sth for sb/some money 买...为某人/花多少钱cabbage [ˈkæbɪdʒ] n.卷心菜careful['keəfʊl; -f(ə)l] adj.小心的，仔细的【反义词】careless adj.粗心的【词性转换】care v.关心，在乎carefully adv.仔细地【固定搭配】be careful 小心carrot[kærət] n.胡萝卜case[keɪs] n.箱子，盒子catch [kætʃ] v.赶上，抓住【固定搭配】catch up with 赶上caterpillar['kætəpɪlə] n.毛毛虫change[tʃeɪn(d)ʒ] n./v.改变，变化【反义词】stay v.保持【词性转换】changeable adj.可变化的【固定搭配】change...into 把...变成chart [tʃɑːt] n.图标【固定搭配】make a chart 制作一个图表chase [tʃeɪs] v.追赶【反义词】run after 追赶，追逐coffee['kɒfɪ] n.咖啡collect[kə'lekt] v.收集，采集【词性转换】collection n. 收集，采集column['kɒləm] n.栏，纵队complete [kəm'pliːt] v.完成，结束【近义词】finish v. 完成【词性转换】completion n.完成，结束completely adv. 完全地computer[kəm'pjuːtə] n.电脑cook[kʊk] v.烹调n.厨师【词性转换】cooker n.炊具copy['kɒpɪ] n.复印，抄写corn[kɔːn] 谷类，玉米cousin['kʌz(ə)n] n.堂（表）兄弟姐妹crisp[krɪsp] n.油炸马铃薯片crocodile ['krɒkədaɪl] n.鳄鱼cross [krɔs] v.横穿【词性转换】across prep. 穿过；横穿crossing n.十字路口【固定搭配】go across 穿过，横过；走过cuff[kʌf] n.袖子【近义词】sleeve n.袖子cupboard['kʌbəd] n.橱柜，小厨，碗橱cushion['kʊʃ(ə)n] n.坐垫centre ['sentə] n.中心【词性转换】central adj.中央的【固定搭配】at the center of 在...的中心chilli ['tʃɪlɪ] n.辣椒choir['kwaɪə] n.合唱队classmate ['klɑːsmeɪt] n.同学clerk[klɑːk] n.职员club[klʌb] n.俱乐部cola['kəʊlə] n.可乐cost[kɒst] v./n.花费【近义词】spend v.花费take v.花费pay v.付款【固定搭配】sth cost sb some moneycountryside ['kʌntrɪsaɪd] n.乡村craft[krɑːft] n.工艺cycle['saɪk(ə)l] v.骑车【近义词】ride v.骑【词性转换】cyclist n.骑自行车的人【固定搭配】go cyclingcanteen[kænˈtiːn] n.餐厅，食堂capital ['kæpɪt(ə)l] n.首都，省会，大写字母celebrate ['selɪbreɪt] v.庆祝【词性转换】celebration n.庆祝centimetre ['sentɪmiːtə] n.厘米checklist ['tʃeklɪst] n.清单，核对表【近义词】go over 仔细检查【词性转换】check v.检查，核实chopstick['tʃɒpstɪk] n.筷子clay[kleɪ] n.黏土cleaner['kliːnə] n.清洁工【词性转换】clean adj.干净的v.清扫cold[kəʊld] n.感冒adj.冷的【固定搭配】have a cold 感冒competition[kɒmpɪ'tɪʃ(ə)n] n.比赛，竞赛【近义词】contest n.比赛【词性转换】compete v.比赛，竞争conductor[kən'dʌktə] n.售票员【词性转换】conduct v.指导cotton ['kɒt(ə)n] n.棉花country ['kʌntrɪ] n.国家【近义词】state n.国家cover ['kʌvə] v.覆盖【反义词】discover v.发现[ˈkɑ:sl] n.堡垒，城堡小升初词汇手册 Ddangerous [deɪndʒrəs] adj. 危险的【反义词】safe adj. 安全的【词性转换】danger n. 危险【固定搭配】in danger 身处险境dear [dɪə] adj. 昂贵的，贵的；亲爱的【近义词】expensive adj.【反义词】cheap adj. 便宜的December[dɪ'sembə] n. 十二月【固定搭配】in December 在十二月degree[dɪ'griː] n. 度数5. delicious [dɪ'lɪʃəs] adj. 美味的【反义词】yummy adj.【固定搭配】taste delicious 尝起来美味dentist ['dentɪst] n. 牙医7. department store [diˈpɑ:tmənt stɔ:] n. 百货商店8. departure [dɪ'pɑːtʃə] n. 离开，出发【反义词】arrival n. 到达【词性转换】depart v. 出发9. dessert [dɪ'zɜːt] n. 甜食10. diary ['daɪərɪ] n. 日记【固定搭配】keep a diary 写日记11. die [daɪ] v.死，死亡【反义词】live v. 活着；生活【词性转换】dead adj. 死亡的death n. 死亡dying 现在分词【固定搭配】die of 死于（内因）die from 死于（外因）12. diet [ 'daɪət] n.（日常）饮食；（日常）食物【固定搭配】 a healthy diet 健康饮食13. different ['dɪfrənt] adj.不同的【反义词】same adj. 相同的【词性转换】difference n.【固定搭配】be different from 和... ... 不同14. dig [dɪg] v.挖，掘【词性转换】过去式digged 现在分词digging15. dining-room ['daɪnɪŋrʊm] n. 饭厅，餐厅【固定搭配】in the dining-room 在餐厅16. dinosaur ['daɪnəʊsɔː] n. 恐龙17. discuss [ dɪ'skʌs] v. 讨论【近义词】talk v.【词性转换】discussion n.18. dish [dɪʃ] n. 碟子，盘子19. display [dɪ'spleɪ] n.展示20. dive [daɪv] v. 跳水【词性转换】diver n. 跳水者【固定搭配】dive into 跳入21. dollar ['dɒlə] n. 元（美国，加拿大等国家货币单位）22. dolphin ['dɒlfɪn] n. 海豚23. donkey ['dɒŋkɪ] n. 驴子24. double-decker [ˈdʌblˈdekə] n. 双层车25. dragon [ 'drægən] n.龙26. drink [drɪŋk] v. 喝n. 饮料【词性转换】过去式drank27. drive [draɪv] v. 驾驶【词性转换】driver n. 司机过去式drove28. dripping ['drɪpɪŋ] n. 滴（漏）水的29. drum [drʌm] n. 鼓【固定搭配】play the drum 敲鼓30. dry [draɪ] v.弄干adj. 干的，干燥的【反义词】wet adj. 湿的31. duckling ['dʌklɪŋ] n. 小鸭子32. dumpling [ 'dʌmplɪŋ] n. 饺子33. durian [ˈdʊəriən] n. 榴莲小生初词汇手册E1. each [itʃ] adj. 每; 各自的;pron. 每个; 各自【固定搭配】each other 相互[ˌɛdʒəˈkeʃən] n.教育;培养; 教育学; 训练【词性转换】v. educate 教育[ˌeɪˈti:n] n. 十八,十八个，十八岁;【词性转换】eighteenth 第十八[eɪtθ]n. 八分之一; 第八，八号adv.第八; 八分之一; <音>八分音符[ɪˈlevn] n. 十一; 十一个adj.十一的; 十一个的【词性转换】n. eleventh 第十一[ˈempti]adj. 空的，空虚的，空洞的;v.（使）成为空的，把…弄空; 把…腾出来n.空车; 空的东西第三人称单数：empties[ˈɪŋglɪʃ] n. 英语adj.英语的; 英国的; 英格兰的; 英格兰人的【易混词】England n.英格兰; 英国British adj.英国的; 英国人的; 不列颠的; 英国英语的n.（总称）英国人; 英国英语【相关词组】In English 用英语Speak English 说英语[ˈi:vnɪŋ]n.傍晚，晚上，黄昏。
Coke_India_Case 可口可乐在印度的案例(全英)
Coca-Cola IndiaOn August 20, 2003 Sanjiv Gupta, President and CEO of Coca-Cola India, sat in his office contemplating the events of the last two weeks and debating his next move. Sales had dropped by 30-40%1 in only two weeks on the heels of a 75% five-year growth trajectory and 25-30%2 year-to-date growth. Many leading clubs, retailers, restaurants, and college campuses across the country had stopped selling Coca-Cola3 and only six weeks into his new role as CEO, Gupta was embroiled in a crisis that threatened the momentum gained from a highly successful two-year marketing campaign that had given Coca-Cola market leadership over Pepsi.On August 5th, The Center for Science and Environment (CSE), an activist group in India focused on environmental sustainability issues (specifically the effects of industrialization and economic growth) issued a press release stating: "12 major cold drink brands sold in and around Delhi contain a deadly cocktail of pesticide residues" (See Exhibit 1). According to tests conducted by the Pollution Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve PepsiCo and Coca-Cola brands from across the city were found to contain pesticide residues surpassing global standards by 30-36 times including lindane, DDT, malathion and chlorpyrifos (See Exhibit 2). These four pesticides were known to cause cancer, damage to the nervous and reproductive systems, birth defects, and severe disruption of the immune system.4In reaction to this report, the Indian government banned Coke and Pepsi products in Parliament and state governments launched independent investigations, sending soft drink samples to labs for testing. The Coca-Cola Bottling Company (Coke) stock dipped by five dollars on the New York Stock Exchange from $55 to $50 in the six sessions following the August 5 disclosure, as did shares of Coca-Cola Enterprises (CCA).5Pepsi and Coca-Cola called the CSE allegations “baseless” and questioned the method of testing but the CSE claimed it had followed standard procedures documented by the US Environmental Protection Agency including Gas Chromatography and Mass Spectrometry. Pepsi’s own tests conducted at an independent laboratory showed no detectable pesticides and led Pepsi to file a petition with the high court questioning the credibility of the CSE’s claims6 while Coke’s Gupta commented: “The allegation is serious and it has the potential to tarnish the image of our brands in the country. If this continues, we will consider legal recourse.”7Despite Coke and Pepsi’s early responses denying the validity of the CSE’s claims and threatening legal action, a survey conducted in Delhi a few days after the CSE announcement found that a majority of consumers believed the findings were correct and agreed with parliament’s move to ban the sale of soft drinks.8 It was clear that the $1 billion Indian soft drink market9 was at stake and Gupta had to act.History of CokeThe Early DaysCoca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta, Georgia, who sold the syrup mixed with fountain water as a potion for mental and physical disorders. The formula changed hands three more times before Asa D. Candler added carbonation and by 2003, Coca-Cola was the world’s largest manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with more than 400 widely recognized beverage brands in its portfolio.With the bubbles making the difference, Coca-Cola was registered as a trademark in 1887 and by 1895, was being sold in every state and territory in the United States. In 1899, it franchised its bottling operations in the U.S., growing quickly to reach 370 franchisees by 1910.10 Headquartered in Atlanta with divisions and local operations in over 200 countries worldwide, Coca-Cola generated more than 70% of its income outside the United States by 2003 (See Exhibit 3).International expansionCoke’s first international bottling plants opened in 1906 in Canada, Cuba, and Panama.11 By the end of the 1920’s Coca-Cola was bottled in twenty-seven countries throughout the world and available in fifty-one more. In spite of this reach, volume was low, quality inconsistent, and effective advertising a challenge with language, culture, and government regulation all serving as barriers. Former CEO Robert Woodruff’s insistence that Coca-Cola wouldn’t “suffer the stigma of being an intrusive American product,” and instead would use local bottles, caps, machinery, trucks, and personnel contributed to Coke’s challenges as well with a lack of standard processes and training degrading quality.12Coca-Cola continued working for over 80 years on Woodruff’s goal: to make Coke available wherever and whenever consumers wanted it, “in arm’s reach of desire.”13 The Second World War proved to be the stimulus Coca-Cola needed to build effective capabilities around the world and achieve dominant global market share. Woodruff’s patriotic commitment “that every man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and at whatever cost to our company”14 was more than just great public relations. As a result of Coke’s status as a military supplier, Coca-Cola was exempt from sugar rationing and also received government subsidies to build bottling plants around the world to serve WWII troops.15Turn of the Century Growth ImperativeThe 1990’s brought a slowdown in sales growth for the Carbonated Soft Drink (CSD) industry in the United States, achieving only 0.2% growth by 2000 (just under 10 billion cases) in contrast to the 5-7% annual growth experienced during the 1980’s. While per capita consumption throughout the world was a fraction of the United States’, major beverage companies clearly had to look elsewhere for the growth their shareholders demanded. Thelooming opportunity for twenty-first century was in the world’s developing markets with their rapidly growing middle class populations.The World’s Most Powerful BrandInterbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the World and estimated its brand value at $70.45 billion (See Exhibit 4). 16 The ranking’s methodology determined a brand’s valuation on the basis of how much it was likely to earn in the future, distilling the percentage of revenues that could be credited to the brand, and assessing the brand’s strength to determine the risk of future earnings forecasts. Considerations included market leadership, stability, and global reach, incorporating its ability to cross both geographical and cultural borders.17From the beginning, Coke understood the importance of branding and the creation of a distinct personality.18 Its catchy, well-liked slogans19 (“It’s the real thing” (1942, 1969), “Things go better with Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling” (1987), and a 1992 return to “Can’t beat the real thing”) 20 linked that personality to the core values of each generation and established Coke as the authentic, relevant, and trusted refreshment of choice across the decades and around the globe.Indian HistoryIndia is home to one of the most ancient cultures in the world dating back over 5000 years. At the beginning of the twenty-first century, twenty-six different languages were spoken across India, 30% of the population knew English, and greater than 40% were illiterate. At this time, the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. Remnants of the caste system existed alongside the world’s top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. In the process, India had created the world’s largest middle class, second only to China.A British colony since 1769 when the East India Company gained control of all European trade in the nation, India gained its independence in 1947 under Mahatma Ghandi and his principles of non-violence and self-reliance. In the decades that followed, self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. As a result, the economy was increasingly regulated and many sectors were restricted to the public sector. This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country. In 1991, the first generation of economic reforms was introduced and liberalization began.Coke in IndiaCoca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the ForeignExchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market.From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the country’s top international investors.22 By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached break-even profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.24Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process (See Exhibit 5).The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks.Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the company’s success in developing a brand relevant to the Indian consumer and in tapping India’s vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Seen as the driving force behind recent successful forays into packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his marketing prowess were critical to the continued growth of the Company.26The Indian Beverage Market27India’s one billion people, growing middle class, and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. Ten percent of the country’s population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and small towns where annual per capita consumption was less than four bottles. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. While soft drinks were once considered products only for the affluent, by 2003 91% of sales were made to the lower, middle and upper middle classes. Soft drink sales in India grew 76% between 1998 and 2002, from 5,670 million bottles to over 10,000 million (See Exhibit 6) and were expected to grow at least 10% per year through 2012.28 In spite of this growth, annual per capita consumption was only 6 bottles versus 17 in Pakistan, 73 in Thailand, 173 in the Philippines and 800 in the United States29.With its large population and low consumption, the rural market represented a significant opportunity for penetration and a critical battleground for market dominance. In 2001, Coca-Cola recognized that to compete with traditional refreshments including lemon water, green coconut water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke launched a smaller bottle priced at almost 50% of the traditional package. Marketing Cola in IndiaThe post-liberalization period in India saw the comeback of cola but Pepsi had already beaten Coca-Cola to the punch, creatively entering the market in the 1980’s in advance of liberalization by way of a joint venture. As early as 1985, Pepsi tried to gain entry into India and finally succeeded with the Pepsi Foods Limited Project in 1988, as a JV of PepsiCo, Punjab government-owned Punjab Agro Industrial Corporation (PAIC), and Voltas India Limited. Pepsi was marketed and sold as Lehar Pepsi until 1991 when the use of foreign brands was allowed under the new economic policy and Pepsi ultimately bought out its partners, becoming a fully-owned subsidiary and ending the JV relationship in 1994.30 While the joint venture was only marginally successful in its own right, it allowed Pepsi to gain precious early experience with the Indian market and also served as an introduction of the Pepsi brand to the Indian consumer such that it was well-poised to reap the benefits when liberalization came. Though Coke benefited from Pepsi creating demand and developing the market, Pepsi’s head-start gave Coke a disadvantage in the mind of the consumer. Pepsi’s appeal focused on youth and when Coke entered India in 1993 and approached the market selling an American way of life, it failed to resonate as expected.312001 Marketing StrategyCoca-Cola CEO Douglas Daft set the direction for the next generation of success for his global brand with a “Think local, act local” mantra. Recognizing that a single global strategyor single global campaign wouldn’t work, locally relevant executions became an increasingly important element of supporting Coke’s global brand strategy.In 2001, after almost a decade of lagging rival Pepsi in the region, Coke India re-examined its approach in an attempt to gain leadership in the Indian market and capitalize on significant growth potential, particularly in rural markets. The foundation of the new strategy grounded brand positioning and marketing communications in consumer insights, acknowledging that urban versus rural India were two distinct markets on a variety of important dimensions. The soft drink category’s role in people’s lives, the degree of differentiation between consumer segments and their reasons for entering the category, and the degree to which brands in the category projected different perceptions to consumers were among the many important differences between how urban and rural consumers approached the market for refreshment.32In rural markets, where both the soft drink category and individual brands were undeveloped, the task was to broaden the brand positioning while in urban markets, with higher category and brand development, the task was to narrow the brand positioning, focusing on differentiation through offering unique and compelling value. This lens, informed by consumer insights, gave Coke direction on the tradeoff between focus and breadth a brand needed in a given market and made clear that to succeed in either segment, unique marketing strategies were required in urban versus rural India.Brand Localization Strategy: The Two IndiasIndia A: “Life ho to aisi”“India A,” the designation Coca-Cola gave to the market segment including metropolitan areas and large towns, represented 4% of the country’s population.33 This segment sought social bonding as a need and responded to aspirational messages, celebrating the benefits of their increasing social and economic freedoms. “Life ho to aisi,” (life as it should be) was the successful and relevant tagline found in Coca-Cola’s advertising to this audience.India B: “Thanda Matlab Coca-Cola”Coca-Cola India believed that the first brand to offer communication targeted to the smaller towns would own the rural market and went after that objective with a comprehensive strategy. “India B” included small towns and rural areas, comprising the other 96% of the nation’s population. This segment’s primary need was out-of-home thirst-quenching and the soft drink category was undifferentiated in the minds of rural consumers. Additionally, with an average Coke costing Rs. 10 and an average day’s wages around Rs. 100, Coke was perceived as a luxury that few could afford. 34In an effort to make the price point of Coke within reach of this high-potential market, Coca-Cola launched the Accessibility Campaign, introducing a new 200ml bottle, smaller than the traditional 300ml bottle found in urban markets, and concurrently cutting the price in half, toRs. 5. This pricing strategy closed the gap between Coke and basic refreshments like lemonade and tea, making soft drinks truly accessible for the first time. At the same time, Coke invested in distribution infrastructure to effectively serve a disbursed population and doubled the number of retail outlets in rural areas from 80,000 in 2001 to 160,000 in 2003, increasing market penetration from 13 to 25%.35Coke’s advertising and promotion strategy pulled the marketing plan together using local language and idiomatic expressions. “Thanda,” meaning cool/cold is also generic for cold beverages and gave “Thanda Matlab Coca-Cola” delicious multiple meanings. Literally translated to “Coke means refreshment,” the phrase directly addressed both the primary need of this segment for cold refreshment while at the same time positioning Coke as a “Thanda” or generic cold beverage just like tea, lassi, or lemonade. As a result of the Thanda campaign, Coca-Cola won Advertiser of the Year and Campaign of the Year in 2003 (See Exhibit 7).Rural SuccessComprising 74% of the country's population, 41% of its middle class, and 58% of its disposable income, the rural market was an attractive target and it delivered results. Coke experienced 37% growth in 2003 in this segment versus the 24% growth seen in urban areas. Driven by the launch of the new Rs. 5 product, per capita consumption doubled between 2001-2003. This market accounted for 80% of India’s new Coke drinkers, 30% of 2002 volume, and was expected to account for 50% of the company’s sales in 2003.36 Corporate Social ResponsibilityAs one of the largest and most global companies in the world, Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated. The company’s mission statement, called the Coca-Cola Promise, stated: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.” The Company has made efforts towards good citizenship in the areas of community, by improving the quality of life in the communities in which they operate, and the environment, by addressing water, climate change and waste management initiatives. Their activities also included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS through partnership with governments, UNAIDS, and other NGOs, and The Coca-Cola Foundation, focused on higher education as a vehicle to build strong communities and enhance individual opportunity (See Exhibit 8).37Coca-Cola’s footprint in India was significant as well. The Company employed 7000 citizens and believed that for every direct job, 30-40 more were created in the supply chain.38 Like its parent, Coke India’s Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. Priorities included education, where primary education projects had been set up to benefit children in slums and villages, water conservation, where the Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education, and health, where Coke Indiapartnered with NGOs and governments to provide medical access to poor people through regular health camps. In addition to outreach efforts, the company committed itself to environmental responsibility through its own business operations in India including39: •Environmental due diligence before acquiring land or starting projects•Environmental impact assessment before commencing operations•Ground water and environmental surveys before selecting sites•Compliance with all regulatory environmental requirements•Ban on purchasing CFC-containing refrigeration equipment•Waste water treatment facilities with trained personnel at all company-owned bottling operations•Energy conservation programs•50% water savings in last seven years of operationsPrevious Coke CrisesDespite Coke’s reputation as a socially responsible corporate citizen, the Company has faced its share of controversy worldwide surrounding both its products and its policies in the years preceding the Indian pesticide crisis.Ingram, et al. v. The Coca-Cola Company- 199940In the spring of 1999, 4 current and former Coca-Cola employees, led by Information Analyst Linda Ingram, filed bias charges against Coca-Cola in Atlanta Federal Court. The lawsuit charged the Company with racial discrimination and stated: “This discrimination represents a company-wide pattern and practice, rather than a series of isolated incidents. Although Coca-Cola has carefully crafted African-American consumers of its product by public announcements, strategic alliances and specific marketing strategies, it has failed to place the same importance on its African-American employees.”41In the decades leading up to the suit, both internal and external warnings surrounding Coke’s diversity practices were issued. In 1981, the Reverend Jesse Jackson, director of the Rainbow/ PUSH coalition instigated a boycott against Coca-Cola challenging the company to significantly improve its business relationship with the African American community.42 The Ware report, written by Senior Vice President Carl Ware, an African-American executive at the Company, cited a lack of diversity at the decision-making level, a basic lack of workplace diversity, a “ghettoization” among blacks who worked for Cola-Cola, and an overt lack of respect for cultural differences as well as an implicit assumption that African-American employees lacked the intelligence to meet the challenges of the highest executive levels.43Cyrus Mehri, one of the most visible and successful plaintiff advocates in the US, represented the group and was skilled at leveraging the power of the media, creating a true crisis for the Coca-Cola Company and exerting tremendous pressure for settlement. In 2000, the lawsuit was settled for $192.5 million after the company had sent mixed messages and damaging statements regarding the merit of the suit for over a year. Analysts identified the bias suit as a prime reason for the $100 billion decrease in Coca-Cola’s stock price between 1998-2000.44Belgium- 199945On June 8, 1999, thirty-three Belgian school children became ill after drinking Coke bottled at a local facility in Antwerp. A few days later, more Belgians complained of similar symptoms after drinking cans of Coke that had been bottled at a plant in Dunkirk, France and eighty people in northern France were allegedly stricken by intestinal problems and nausea, bringing the total afflicted to over 250.In the days following the first outbreak, seventeen million cases of Coke from five European countries were recalled and destroyed. It was the largest product recall in Coke’s history and Belgian and French authorities banned the sale of Coca-Cola products for ten days. Germany placed a temporary import ban on Coca Cola produced in Belgium and the Netherlands, and Luxembourg banned all Coca Cola products. Health ministers in Italy, Spain, and Switzerland warned people about consuming Coke products.Coca-Cola sources explained that the contamination was due to defective carbon dioxide used at the Antwerp plant and that a wood preservative used on shipping pallets had concentrated the outside of cans at the Dunkirk plant. The European Commission, however, believed production faults and contaminated pipes were more likely to be the cause of the problem.Though CEO Ivester was in Paris when the news broke, he flew home to Atlanta and kept silent, waiting over a week to issue his first public statement on the crisis, citing that “Coke would do whatever necessary to ensure the safety of its products.” A Netherlands-based toxicologist Coke had hired issued a report on June 29 exempting the company from blame for the CO2 impurity in Antwerp and the fungicide at Dunkirk. Though the product ban was lifted, Coke had a tremendous amount of work to do to win back consumer confidence.An aggressive PR campaign included vouchers and coupons for free product delivered to each of Belgium’s 4.4 million homes, sponsored dances, beach parties, and summer fairs for teenagers, and significant television advertising reinforcing “Today, more than ever, we thank you for your loyalty.”Kinley Bottled WaterOn February 4, 2003 the Center for Science and Environment (CSE) in India released a report based on tests conducted by the Pollution Monitoring Laboratory (PML) titled “Pure Water or Pure Peril?” Analysis of 17 packaged drinking water brands sold across the country revealed evidence of pesticide residues including lindane, DDT, malathion, and chlorpyrifos. The CSE used European norms for maximum permissible limits for pesticides in packaged water “because the standards set for pesticide residues by the Bureau of Indian Standards (BIS) are vague and undefined.”46 Coca-Cola’s Kinley water brand had concentration levels 15 times higher than stipulated limits, top-seller Biserli had 79 times and Aquaplus topped the list at 109 times.47 In the wake of this statement, Coca-Cola remained largely silent and the buzz went away.Corporate Communications at Coca-ColaCorporate Communications was a critical function at the Coca-Cola corporation given the number of constituencies both internal and external to the company. In addition, the complexity and global reach of the Company's operations could not be centrally managed and instead demanded a matrixed team organization.The senior communications position at the company, Senior Vice President, Worldwide Public Affairs & Communication, sat on the company's executive committee and reported to the Chairman & CEO at the time of the crisis in India. Director-level corporate communication functions included: Media Relations, Nutrition Communications, Financial Communications, and Marketing Communications, but the geographic diversity of the company's businesses required regionally-based communication leaders in addition to the corporate resources in place. As a result, five regional communications directors serviced North America, Latin America, Asia, Europe, and Africa with their own teams of communications professionals (See Exhibit 9).NGO Activism48NGOs (Non-Governmental Organizations) evolved to influence governments but by the early twenty-first century many realized that targeting corporations and key corporate constituents such as investors and customers could be an even more powerful way to effect change. Along with their ability to focus, gain attention, and act quickly was the high level of credibility NGOs had cultivated with many constituencies. This credibility stemmed in part from their emotional, rather than fact-based, appeals and the impassioned nature of their arguments.The most common tactic of NGOs was to develop campaigns against business through which they garnered support from consumers and the media. These campaigns, such as Greenpeace’s attack on Shell Oil following the company’s decision to dump the Brent Spar oil rig in the ocean in the 1990s, typically focused on a single issue; targeted companies with successful and well-known brands such as McDonald’s and Nike; and were augmented by。
实验中学七年级英语优质课件精选Doyoulikebananas
Name
likes
doesn’t like
Байду номын сангаас
Exx. Rewrite the words. 1. tomato （复数）tomatoes 2.fry （复数）fries 3. strawberry （复数）strawberries 4. too (同音词）two/to 5.have（单三） has 6. she （复数） they 7.boring （反义词）interesting /fun 8. no （同音词 ） know 9.you (形容词性物主代词） your 10. this （复数） these
11.orange(复数) 12.banana(复数) 13. photo(复数) 14. family(复数) 15. bus(复数) 16. watch(复数) 17.woman(复数) 18. child(复数)
oranges bananas photos families
buses watches
Runner(healthy)
Please write down healthy food and unhealthy food from the following words: hamburgers, tomatoes, broccoli, orange, French fries,ice cream,salad,strawberries, banana,carrots,apples,chicken,egg,milk,cola
•What does Sandra like for breakfast?
For breakfast she likes eggs, bananas, and apples.
试论汉语中的外来词类型
试论汉语中的外来词类型引言：汉民族自古以来有着同其他民族交往的悠久历史，汉语中有不少是从其他民族语言中来得外来词，但有些外来词使用年代久远，人们已经觉察不到它们是外来词。
如《葡萄，石榴，狮子，玻璃，琵琶》等就是汉代从西域各民族语言中过来的。
汉语中外来词较多的几个时期是汉代，魏晋南北胡时期以及近现代，特别是近现代时期，我国同西方各国在政治，经济，文化，科技等方面的交往日益频繁，许多反映西方新科技，新文化，新思想的词语随之大量汉语渗透到汉语中。
如《麦克风，德律风，赛因期，德谟克拉西，三明治，咖啡，巧克力，沙发，高尔夫，可口可乐》等。
汉语中有许多外来词，但外来词在汉语词汇中总比重量不大的，而且从现有材料来看，汉语中的外来词主要是名词，只有少数来自日语的借词是动词，形容词。
1.外来词的定义外来词是国家之间、民族之间交往接触的结果。
汉语外来词的历史源远流长，但对外来词的界定不太一致。
王力先生严格区分借词（音译词）和译词（意译词），认为只有借词才是外来词。
译词由于采用了汉语的构词材料和构词方式而被排除在外了。
另一种观点则不区分借词和译词，认为只要是来自其他语言的词都是外来词，都可以叫做借词。
我同意第二种观点，认为源于其他语言的词语，不管以什么方式进入汉语，都应该是外来词。
2.汉语外来词的类型/（种类）2.1音译词；音译词是完全按原词发音进行音译的外来词，这类词的音与义都借自外语，是典型的外来词，占外来词很大比重。
如：马赛克：音译自英语MOSAIC。
幽默：来自英文 Humor。
大多数人认为该词为国学大师林语堂先生于1924年最先介绍入中国。
托福：译自英语TOEFL，是美国的一种外国学生英语水平考试，中国人称为考“托福”。
“托福”两字是中国人的一个日常口头语，含有吉利话的意味，考托福，靠托福，不管是托谁的福，学子们希望的就是顺利通过考试。
可口可乐：音译自英语cocacola，世界著名饮料。
英语原意似乎并无深意。
小学1_6年级英语单词分类表[带音标]
![小学1_6年级英语单词分类表[带音标]](https://img.taocdn.com/s3/m/01ea0850f5335a8102d220fe.png)
小学英语单词分类表一、学习用品（school things）pen /pen/ 钢笔 pencil /'pensl/铅笔 pencil-case /'penslkeis / 铅笔盒ruler /'ru:lə/ 尺子 book /buk/ 书 bag /bæg/ 包 post card /pəust kɑ:d/ 明信片newspaper /'nju:z,peipə/ 报纸 schoolbag /sku:lbæg/ 书包 eraser /i'reisə / 橡皮crayon /'kreiən / 蜡笔 sharpener /'ʃɑ:pənə /卷笔刀 story-book /'stɔ:ri] buk /故事书notebook /'nəutbuk / 笔记本 Chinese book /'tʃai'ni:z / 语文书English book /'iŋgliʃ / 英语书 maths book/mæθs /数学书magazine /,mægə'zi:n /杂志 newspaper /'nju:z,peipə /报纸dictionary /'dikʃəneri / 词典二、身体部位（body）foot /fut / 脚 head /hed /头 face / feis /脸 hair / hɛə / 头发nose /nəuz /鼻子 mouth /mauθ /嘴 eye /ai / 眼睛 ear /iə / 耳朵arm / ɑ:m /手臂 hand / hænd /手 finger / 'fiŋgə / 手指 leg /leg /腿tail /teil /尾巴三、颜色（colours）red /red/红 blue /blu:/蓝 yellow /'jeləu/黄 green /gri:n/绿 white /wait/白black /blæk/ 黑 pink /piŋk/粉红 purple /'pə:pl/ 紫orange /'ɔ:rindʒ/ 橙 brown /br aun/棕四、动物（animals）cat /kæt/猫 dog /dɔg/ 狗 pig /pig/猪 duck /dʌk/鸭 rabbit /'ræbit/兔子horse /hɔ:s/马 elephant /'elifənt/ 大象 ant /ænt/蚂蚁 fish /fiʃ/ 鱼 bird /bə: d/ 鸟snake /sneik/蛇 mouse /maus/鼠 kangaroo /,kæŋgə'ru:/ 袋鼠 monkey /'mʌŋki/ 猴子panda /'pændə/ 熊猫 bear /bɛə/熊 lion /'laiən/ 狮 tiger /'taigə/老虎fox/fɔks/狐狸 zebra /'zi:brə/ 斑马 deer /diə/鹿 giraffe /dʒi'rɑ:f/ 长颈鹿goose /gu:s/鹅 cow /kau/奶牛 shark /'ʃɑ:k/鲨鱼 seal /si:l /海豹hen /hen/ 母鸡 turkey /'tə:ki/ 火鸡 lamb /læm/ 小羊 sheep /ʃi:p/绵羊 goat /gəut / 山羊五、人物（people）friend /frend/朋友 boy /bɔi /男孩 girl /gə:l/女孩 mother /'mʌðə/ 母亲father /'fɑ:ðə/ 父亲 sister /'sistə/姐妹 brother /'brʌðə/兄弟 uncle /'ʌŋkl/ 叔叔man /mæn/男人 woman/ 'wumən/女人 Mr先生 Miss小姐 lady /'leidi/ 女士mom /mɔm/ 妈妈 dad /dæd/爸爸 parents /'pɛərənts/父母grandma /'grændmɑ:/ grandmother /'grænd,mʌðə/（外）祖母grandpa/'grændpɑ:/ grandfather /'grænd,fɑ:ðə/（外）祖父aunt /ɑ:nt/阿姨 cousin /'kʌzn/ 堂兄妹 son /sʌn/ 儿子 baby /'beibi/婴儿kid /kid/小孩 classmate/'klɑ:smeit /同学 queen /'kwi:n/女 visitor /'vizitə/ 参观者neighbour /'neibə /邻居 principal /'prinsəpəl / 校长 pen pal / pen pæl / 笔友tourist /'tu:rist / 旅行者 people /'pi:pl / 人物 robot /'rəubɔt / 机器人六、职业（job）teacher /'ti:tʃə/ 教师 student /'stju:dənt/学生 doctor /'dɔktə/ 医生 nurse /nə:s/ 护士driver /'draivə / 司机 farmer /'fɑ:mə/ 农民 singer /'siŋə/歌唱家 writer /'raitə/作家artist /'ɑ:tist /画家 actor /'æktə/男演员 actress/'æktris/女演员 TV reporter /ri'pɔ: tə/ 电视台记者 engineer /,endʒi'niə / 工程师 policeman / pə'li:smən /（男）警察salesperson /'seilz,pə:sn /销售员 cleaner /'kli:nə /清洁工 assistant / ə'sistənt / 售货员baseball player/'beis,bɔ:l 'pleiə/棒球运动员七、食品（food and drink:）breakfast /'brekfəst /早餐 lunch /lʌntʃ/ 中餐 dinner /'dinə/晚餐 egg /eg/ 鸡蛋 rice /rais/ 米饭 cake /keik/蛋糕 bread/bred/面包 jam /dʒæm/果酱biscuit /'biskit/ 饼干 sausage /'sɔ:sidʒ/ 香肠 sandwich /'sændwitʃ/三明治dumplings /'dʌmpliŋ/饺子 French fries /frentʃ fraiz/ 薯条 meat /mi:t/肉chicken /'tʃikin/鸡肉 mutton /'mʌtn/羊肉 beef /bi:f/ 牛肉 pork /pɔ:k/猪肉 fish /fiʃ/ 鱼 hamburger /'hæmbə:gə/汉堡 hot dog /hɔt dɔg/ 热狗soup /su:p/ 汤noodles /'nu:dl/面条 salad /'sæləd/沙拉 milk /milk/牛奶water /'wɔ:tə/水ice-cream /ais kri:m/冰淇淋 cola /'kəulə/ 可乐 juice /dʒu:s/果汁 tea /ti:/茶 coffee /'kɔfi/ 咖啡fruit/fru:t/ 水果 apple /'æpl /苹果 banana /bə'nɑ:nə /香蕉pear /pɛə/ 梨 orange /'ɔ:rindʒ/橙 watermelon /'wɔ:tə,melən /西瓜 grape /greip/ 葡萄cherry/'tʃeri / 樱桃 lemon/'lemən /柠檬 mango/ 'mæŋgəu /芒果coconut/'kəukənʌt/椰子 peach /pi:tʃ/桃 strawberry /'strɔ:bəri /草莓vegetable /'vedʒitəbl / 蔬菜eggplant / 'egplɑ:nt /茄子 green beans /gri:n bi:ns /青豆 tomato /tə'meitəu /西红柿potato / pə'teitəu / 土豆 cucumber / 'kju:kəmbə /黄瓜onion /'ʌnjən / 洋葱 pea / pi:/豌豆 carrot /'kærət /胡萝卜 cabbage /'kæbidʒ/卷心菜 pumpkin /'pʌmpkin / 南瓜sweet potato/ swi:t pə'teitəu /红薯八、衣服（clothes）jacket /'dʒækit/ 夹克衫 shirt /ʃə:t/ 衬衫 T-shirt T恤衫 skirt /skə:t/ 短裙子dress /dres/连衣裙 jeans /dʒi:nz/牛仔裤 pants /pænts//trousers /'trauzəz /裤子socks /sɔks/ 袜子 shoes /ʃu:z/鞋子 sweater /'swetə/ 毛衣 coat /kəut/ 外套raincoat /'reinkəut/ 雨衣 shorts /ʃɔ:ts/ 短裤 sandals /'sændl/凉鞋 boots /bu:ts/靴子hat /hæt/ 有边帽 cap /kæp/ 无边帽 tie /tai/领带 sunglasses /'sʌnglɑ:siz/太阳镜scarf /skɑ:f/ 围巾 gloves /glʌvz/手套九、交通工具（vehicles）bike /baik/ 自行车 bus /bʌs/ 公共汽车 train /trein/ 火车 boat /bəut/ 小船ship /ʃip/ 轮船 yacht /jɔt/ 快艇 car /kɑ:/小汽车 taxi /'tæksi/出租车jeep /dʒi:p/ 吉普车 van /væn/ 小货车 plane /plein/飞机 subway /'sʌbwei/地铁motor cycle /'məutə 'saikl / 摩托车十、杂物（other things）window /'windəu/ 窗户 door /dɔ:/门 desk /desk/ 课桌 chair /tʃɛə/椅子bed /bed/ 床 computer/kəm'pju:tə/计算机board /bɔ:d/ 写字板 fan /fæn/风扇light /lait/ 灯 mirror /'mirə/ 镜子teacher’s desk /'ti:tʃə desk/讲台picture /'piktʃə/图画 photo /'fəutəu/ 照片wall /wɔ:l/ 墙壁 floor /flɔ:/ 地板 football /'futbɔ:l/ 足球 present /'preznt //gift / gift / 礼物 walkman / 'wɔ:kmən /随身听lamp /læmp/ 台灯 phone /fəun/ 电话 sofa /'səufə/沙发 shelf /ʃelf/ 书架fridge /fridʒ/ 冰箱 table /'teibl/ 桌子 air-conditioner /ɛə kən'diʃənə/ 空调 key /ki:/ 钥匙 lock /lɔk/ 锁 plate /pleit/ 盘子 knife /naif/ 刀 fork /fɔ:k/ 叉spoon /spu:n/ 勺子chopsticks /'tʃɔpstiks/ 筷子 pot /pɔt/ 锅 toy /tɔi/ 玩具 doll /dɔl/ 洋娃娃 bal l /bɔ:l/ 球balloon /bə'lu:n/ 气球 kite /kait/风筝 jigsaw puzzle /'dʒigsɔ: 'pʌzl/拼图游戏box /bɔks/ 盒子 umbrella /ʌm'brelə/伞 zipper /'zipə/ 拉链 violin /,vaiə'lin/小提琴nest /nest/ 鸟窝 hole /həul/洞 toothbrush /'tu:θbrʌʃ/ 牙刷 menu /'menju:/菜单e-card /kɑ:d/电子卡片 e-mail /meil/电子邮件 money /'mʌni/ 钱 medicine /'medisin/药traffic light /'træfik lait/交通灯十一、地点（locations）home /həum/ 家 room /ru:m/ 房间 bedroom /'bedrum/卧室 bathroom /'bæθrum/卫生间living room /'liviŋ ru:m / 起居室/客厅 kitchen /'kitʃin/厨房 classroom /'klɑ:srum / 教室school /sku:l/学校 park /pɑ:k/公园 library /'laibrəri/图书馆 bookstore /'bukst ɔ:/书店post office/pəust 'ɔ:fis/邮政局 hospital /'hɔspitl/医院 cinema /'sinimə/ 电影院farm /fɑ:m/ 农场 zoo /zu:/动物园 garden /'gɑ:dn/ 花园 playground /'pleigraund/ 操场canteen /kæn'ti:n/餐厅teacher’s office /'ɔ:fis/ 教师办公室 gym /dʒim/ 体育馆washroom /'wɔʃrum/ 盥洗室 art room /ɑ:t ru:m/美术室computer room /kəm'pju:tə/ 电脑房 music room /'mju:zik/ 音乐教室TV room电视房 flat /flæt/ 公寓 company /'kʌmpəni/公司 factory /'fæktəri/工厂pet shop /pet ʃɔp/宠物店 science museum/'saiəns mju:'ziəm/科学博物馆the Great Wall /greit wɔ:l/长城 supermarket /'sju:pə,mɑ:kit/ 超市 bank /bæŋk/银行country /'kʌntri/乡村 village /'vilidʒ/ 村庄 city /'siti/城市十二、气象（weather）cold /kəuld/冷的 hot /hɔt/热的 warm /wɔ:m/ 温暖的 cool /ku:l/凉爽的snowy /snəui/下雪的 sunny /'sʌni/晴朗的 rainy /'reini/ 下雨 windy /'windi/ 刮风的cloudy /'klaudi/ 多云的 weather report/'weðə ri'pɔ:t/天气预报十三、景物（nature）river /'rivə/ 河流 lake /leik/湖泊stream /stri:m/ 小溪 forest /'fɔrist/ 森林path /pɑ:θ/小路 road /rəud/马路house /rəud/ 房子 bridge / bridʒ /桥building /'bildiŋ/建筑物 rain /rein/雨cloud /klaud/ 云 sun /sʌn/ 太阳 sky / skai/ 天空mountain /'mauntin /大山 rainbow /'reinbəu/ 彩虹 wind /waind/风 air /ɛə/ 空气十四、植物（plants）flower /'flauə/ 花 grass /grɑ:s/ 草 tree /tri:/树 seed /si:d/种子 leaf /li:f/树叶plant /plɑ:nt/ 植物 rose /rəuz/ 玫瑰十五、星期（week）Monday/'mʌndei/Tuesday/'tju:zdi/ Wednesday/wenzdi/ Thursday/'θə:zdi/Friday /'fraidi/Saturday/'sætədi/Sunday/'sʌndi/weekend/'wi:k'end/周末十六、月份（months）January/'dʒænjueri/ February/'februəri/ March /mɑ:tʃ/ April /'eiprəl/ May /mei/ June /dʒu:n/ July /dʒu:'lai/ August /ɔ:'gʌst/ September /sep'tem bə/October /ɔk'təubə/ November/nəu'vembə/ December /di'sembə/十七、季节（seasons）spring /spriŋ/ summer /'sʌmə/ fall/autumn/fɔ:l 'ɔ:təm/ winter/'wintə/十八、方位（directions）south/sauθ/南 north/nɔ:θ/北 east/i:st/东 west/west/西 left/left/左 right/rait/右十九、患病（illness）have a fever /'fi:və/ 发高烧 hurt /hə:t/疼痛 have a cold/kəuld/伤风have a toothache /'tu:θei/牙疼 have a headache /'hedeik/头疼have a sore throat/sɔ: θrəut/喉咙疼 have a stomachache/'stʌməkeik/胃痛二十、数词（number）one two three four five six seven eight nine teneleven twelve thirteen fourteen fifteen sixteen seventeen eighteen nineteentwenty二十 thirty三十 forty四十 fifty五十 sixty六十 seventy七十 eighty八十 ninety 九十hundred /'hʌndrəd/ 一百first第一 second第二 third第三 fourth第四 fifth第五 sixth第六 seventh第七 eight h第八ninth第九 tenth 第十 eleventh 第十一 twelfth第十二二十一、形容词（adj.）big /big/大的 small/smɔ:/小的 long/lɔŋ/长的 tall/tɔ:l/高的short/ʃɔ:t/短的 young/jʌŋ/年轻的 old/əuld/老的 strong/strɔŋ/强壮的thin/θin/瘦的 active/'æktiv/积极的 quiet/'kwaiət/安静的 nice/nais /好的kind/kaind/善良的 strict/strikt/严格的 smart/smɑ:t/聪明的 funny/'fʌni/滑稽的sweet/swi:t/甜的 salty/'sɔ:lti /咸的 sour/'sauə/酸的 fresh/freʃ/新鲜favourite/'feivəri t/最喜欢的 clean/kli:n/干净的 tired/'taiəd/累的excited/ik'saitid/兴奋的angry/'æŋgri/生气的 happy/'hæpi/高兴的 bored/bɔ:d/无聊的sad/sæd/难过的 taller更高的 shorter更短的 stronger更强壮的 older更老的younger更年轻的bigger更大的 heavier更重的 longer 更长的 thinner更瘦的smaller更小的 good好的better更好的 higher更高的fine/fain/好的 great/gr eit/棒的heavy/'hevi/重的 new/nju:/新的 fat/fæt/胖的 right/rait/对的hungry/'hʌŋgri/饿的cute/kju:t/可爱的 little/'litl/小的 lovely/'lʌvli/可爱的 beautiful/'bju:təfəl /漂亮的colourful/'kʌləful/五颜六色的 pretty/'priti/漂亮的 cheap/tʃi:p/便宜的 expensive/ik s'pensiv/贵的juicy/'dʒu:si/有汁的 healthy/'helθi/健康的 helpful/'helpfəl /有帮助的 high/hai/高的easy/'i:zi/简单的 proud/praud/骄傲的二十二、介词（prep.）in在……里面 on 在……上面 under/'ʌndə/在……下面 near/niə/在……附近behind/bi'haind/在……后面 next to 在……旁边 over/'əuvə/悬在……上面in front of/frʌnt/在……前面二十三、代词（pron.）I/ai/我 we/wi:/我们 you/ju:/你，你们 he/hi:/他 she/ʃi:/她 it/it/它 they/ðei/他们 my/mai/我的 our/'auə/我们的 your/juə/你的，你们的 his/hiz/他的her/hə:/她的二十四、动词（verb.）play/plei/玩 swim/swim/游泳 skate/skeit/溜冰 fly/flai/飞 jump/dʒʌmp/跳 walk/wɔ: k/走run/rʌn/跑 climb/klaim/爬 fight/fait/打架 swing/swiŋ/荡秋千 eat/i:t/吃 sleep/ sli:p/睡觉like/laik/喜欢 have/hæv/有buy/bai/买 take/teik /拍（照），带live/liv/居住teach/ti:tʃ/教 go/gəu/去 study/'stʌdi/学习 learn/lə:n/学习 sing/siŋ/唱歌dance/dɑ:ns/跳舞 row/rəu/划 read books读书 do homework做作业 watch TV /wɔtʃ/ 看电视cook the meals /kuk mi:l/ 烧菜 water the flowers /'flauə/浇花 make the bed铺床叠被sweep the floor /swi:p flɔ:/拖地 clean the bedroom /kli:n 'bedrum/打扫房间set the table /'teibl/摆餐桌 wash the clothes/wɔʃ kləuðz/洗衣服wash the dishes /diʃ/洗盘子 use a computer /kəm'pju:tə/用电脑do morning exercises /'mɔ:niŋ 'eksəsaiz/做早操 eat breakfast /i:t 'brekfəst/吃早餐eat dinner /'dinə /吃晚饭 go to school去上学 have English class上英语课play sports/plei spɔ:ts/体育运动 get up起床 climb mountains/klaim 'mauntins/爬山go shopping去购物 play the piano /pi'ænəu/ 弹钢琴 go hiking /haik/ 去远足visit grandparents /'vizit 'grænd,pɛərənt/拜访祖父母 fly kites /flai kaits/ 放风筝make a snowman /meik ə 'snəu,mæn/堆雪人 plant trees /plɑ:nt tri:z/ 植树draw pictures /drɔ: 'piktʃəz/画画 cook dinner /kuk 'dinə/烧晚饭 read a book 读书answer the phone/'ɑ:nsə fəun /接电话listen to music /'lisn 'mju:zik/听音乐clean the room打扫房间 write a letter /rait 'letə/ 写信write an e-mail写电子邮件 drink water /driŋk 'wɔ:tə/ 喝水 take pictures/teik 'piktʃə/ 拍照片pick up leaves /pik ʌp li:vz/ 摘树叶 write a report /rait ri'pɔ:t/ 写报告play chess /tʃes/ 下棋 have a picnic /'piknik/ 野餐 get to到达ride a bike /raid baik/ 骑自行车 play the violin /,vaiə'lin/ 拉小提琴collect stamps /kə'lekt stæmp/ 集邮 meet/mi:t/ 遇见 welcome/'welkəm/ 欢迎thank /θæŋk/ 谢谢 work /wə:k/ 工作 drink /driŋk/ 喝 taste /teist/ 尝smell /smel/ 闻 feed /fi:d/ 喂 milk /milk/ 挤牛奶 look /luk/ 看 guess /ge s/ 猜 help /help/ 帮助 pass/pɑ:s/ 传递 show/ʃəu/展示，给……看 use /ju:z/ 用clean /kli:n/ 打扫 open/'əupən/ 打开 close /kləuz/ 关 put /put/ 放 read /ri: d/ 读，看write /rait/ 写 paint /peint/ 画画tell /tel/ 告诉 kick /kik/ 踢 ride /raid/ 骑stop /stɔp/ 停wait /weit/ 等 find /faind/ 找 drive /draiv/ 驾驶 fold /fəuld/ 折叠send /send/送，寄 wash /wɔʃ/ 洗shine/ʃain/照耀 become/bi'kʌm/变成feel /fi:l/ 感觉 think /θiŋk/ 想fall /fɔ:l/ 掉下 leave /li:v/ 离开wake up/weik ʌp/醒过来 put on穿上take off 脱下 hang up /hæŋʌp/ 挂起来wear /wɛə/ 穿 go home回家 go to bed去睡觉 play chess /tʃes/ 下棋play computer games/kəm'pju:tə geims/玩电脑游戏 do housework /'hauswə:k/ 做家务empty the trash/'empti træʃ/倒垃圾 put away the clothes /kləuð/放好衣服get off下车 take a trip/trip/去郊游read a magazine /,mægə'zi:n/读杂志go to the cinema /'sinimə/去电影院二十五、疑问词what什么 what colour什么颜色 what time几点 what day星期几 how怎样 how old年龄多大、几岁how many多少 how much 多少钱 how tall多高 how heavy多重 how long多长 how big多大 how large/hau lɑ:dʒ/面积多大 who/hu:/谁 when/hwen/什么时候 whose/hu:z/谁的 where/hwɛə/在哪里 why/hwai/为什么 which /hwitʃ/ 哪一个。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Case: The Cola Wars in the 1980s and 1990sPerhaps one of the best battles between two product manufacturers is that of CocaCola and Pepsi. This Marketing battle has been fought on television screens, billboards, and in newspaper ads for decades, with the fighting only getting more intense as time goes by.Coca Cola was introduced in 1886, with Pepsi following in 1898. Both were initially regional products, but both expanded nationally early this century. Traditionally, Coke has been a southern beverage, while Pepsi has been favored in the north.It was not until the early 1960s that the battle began to intensify, with the two players initially assuming very different strategies. First, Pepsi introduced Diet Pepsi, in response to the successful DietRite introduced by the much smaller Royal Crown Company. Coke sat back and watched for a while, and then introduced Tab to compete in the same market.Shortly thereafter, Pepsi went shopping, and purchased the rights to make Mountain Dew. It was initially positioned as a "southern" beverage, and capitalized on the "hillbilly" craze popular at the time (recall the popular TV show The Beverly Hillbillies). Coke sat back and watched, and eventually introduced a similar product called Mello Yellow in the early 1970s.During this time, the 7-Up Company was making inroads with their "Uncola" campaign. This citrus beverage was beginning to capture people's taste buds. Initially, Coke did nothing, but eventually introduced Sprite, essentially a me-too product.In the early 1970s, Dr. Pepper (another independent firm) began making great strides. Whatdid Coke do? It responded with Mr. Pibb, yetanother me-too.In the mid-1970s, Pepsi launched their PepsiChallenge campaign, with TV ads that showedpeople picking Pepsi over Coke by large margins.Coke had somehow managed to hang on to a large market share to this point, but the Pepsi Challenge began to find cracks in the knight's armor.Although Pepsi never could get the restaurantmarket cornered like Coke had done, it beganpassing Coke in supermarket sales. The PepsiChallenge was indeed beginning to turn the tide. Up to this point, Coke had been a follower, had never line extended, and was not risk-taker in the least. It preferred the easy life at the top of the heap.But that was about to change. The 1980s brought with it the "Decaf Wars," which saw every national soft drink firm hurry to introduce decaffeinatedsodas. Except Coke, that is. In July 1982, CocaCola introduced Diet Coke, which had caffeine, and was slated to run side-by-side with Tab as another diet cola entry.What happened? Analysts were scratching theirheads. Pepsi was wondering what was going on, as were 7-Up and Dr. Pepper. This action wasunheralded (it was Coke's first line extension), and totally unexpected.Actually, this was only the beginning of a newMarketing mindset at Coke. Whereas Coke was12once the sleeping giant, it was now becoming more willing to embark on more risky ventures. Maybe the Pepsi Challenge caused Coke to wake up and smellthe coffee, so to speak.A line of decaffeinated colas quickly followed, as did Cherry Coke. Coca Cola was obviously in love with line extending.But then came 1985, and the ill-fated New Coke fiasco. To the dismay of many, the puzzlement of all, and the amusement of Pepsi, Coke removed its best-selling product, and replaced it with...a Pepsi taste-alike!! Could this be? Pepsi executives were in hysterics as Coke fumbled through the horrible first two months of New Coke, and laughed even more uncontrollably when Coke announced in early July that it would bring back the "old" Coke as Coke Classic. As far as Pepsi was concerned, they had brought the venerable giant to its knees.As the 1990s unfolded, Coke still maintained a slim lead over Pepsi, but Pepsi was making significant strides in the youth market, most notably with their repositioned Mountain Dew. Now the "extreme" beverage of choice, Mountain Dew had shed its hillbilly image, and was now the "cool" drink for far-out sports fanatics.While Coke had begun to change somewhat in the 1980s, it still was not known as a leader. But that began to change. In 1994 it introduced OK, a cherry-flavored cola with an attitude. Target market: teenagers. Product packaging reflected this attitude, with catchy graphics and slogans. Unfortunately, the product bombed, and it was discontinued in 1996.Most recently, Coke has made another attempt to grab the youth market, this time with Vault, a citrus-based soda introduced in 2006. So far, it has made good progress, and has been hyped intensively. But this is the third attempt tp crack this market: Surge in the 1990s failed, as did MelloYellow in the 1970s and 1980s. Pepsi's Mountain Dew has not been removed from its throne, and onehas to wonder how long Coke will keep trying. Pepsi, in the mean time, introduced Josta in the late 1990s, a new cola that is enhanced with guarana (a South American fruit that has caffeine in it). It is a cherry-flavored cola, and is also aimed at the youth market. It did well in test markets, but it ultimately failed. Coke did not make any response to this challenge, to their credit.(Case adopted from Dr. R. Nicholas Gerlich’s course material. Copyright @ Dr. Gerlich.) Questions:1. Evaluate Coke's brand strategy of the last45 years. Was it a good strategy to "wait and see" before reacting, or should they have been more aggressive all along? 2. Compare the Coke/Pepsi battles of the1980s and 1990s with what has happened thus far in the 2000s. How are things different? Similar?3. What ’s your business strategy if you are themanager of 7Up, Mountain Dew, or Dr. Pepper.(Please keep your answers within 4 pages in ppt, including the covering page.)。