新视野大学英语4：Unit3 TextB(课文+译文)
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Building the dream of Starbucks
构筑星巴克梦想
1.Howard Schultz is not a household name to most North Americans, but those living in urban or suburban communities know his company: the specialty coffee retailer Starbucks. With impressive velocity, Starbucks has grown into the largest coffee roaster and retailer of specialty coffee in North America in a span of only a decade. By 2000, its coffee house could be found in more than 3000 locations worldwide; even President Bill Clinton was seen in a snapshot with a Starbucks brew in his hand. According to the US weekly magazine, Newsweek, Schultz’s merging of the three Cs - coffee, commerce and community - surely ranks as one of the ‘90s greatest retail successes.
1 .霍华德·舒尔茨对大多数美国人来说不是一个家喻户晓的名字,但是住在城市或郊区的人知道他的公司:专门的咖啡零售商星巴克。以令人印象深刻的速度,星巴克已经在短短十年内成长为北美最大的咖啡烘焙商和专业咖啡零售商。到2000年,其咖啡馆可以在全世界超过3000个地点找到;就连克林顿总统在他的手上也看到了星巴克咖啡。根据美国周刊《新闻周刊》,舒尔茨的三个cs-咖啡、商业和社区的合并-当然是90年代最伟大的零售成功之一。
2.Schultz was born in 1953 and grew up in an extremely poor section of the Brooklyn borough of New York City. His mother worked as a receptionist, and his father held a variety of jobs, none of which offered decent pay or medical insurance. When Schultz was seven, his father lost his job as a delivery driver when he broke his ankle in an accident. In the ensuing months, the family was literally too poor to put food on the table.
2 .舒尔茨出生于1953年,在纽约市布鲁克林区一个极其贫穷的地区长大。他的母亲作为接待员工作,他父亲持有各种工作,没有一个提供像样的工资或医疗保险。当舒尔茨7岁时,他的父亲在一次事故中摔断了脚踝,他失去了作为送货司机的工作。在接下来的几个月里,这个家庭简直太穷了,不能把食物放在桌子上。
3.During his youth, Schultz was hounded by the shame of his family’s “working poor” status. He escaped the hot Brooklyn summer one year to attend camp, but would not return when he learned it was for low-income families. He was teased by boys in high school and ashamed to tell his girlfriend where he lived. The harsh memories of those early times stayed with him for the rest of his life.
3 .在他年轻的时候,舒尔茨受到家庭“工作不佳”状态的羞辱。他逃离了布鲁克林炎热的夏天去参加夏令营,但当他得知这是给低收入家庭时,他不会回来。他被高中男孩取笑,羞于告诉他的女朋友他住在哪里。那些早期的严酷记忆留在他的余生中。
4.Sports became an escape from the shame of poverty. Schultz earned an athletic scholarship to Northern Michigan University in 1975. He was the first person in his family to graduate from college as none of his predecessors had training beyond vocational school.
4 .体育成为摆脱贫穷的耻辱。舒尔茨在1975年获得了北密歇根大学的运动奖学金。他是家中第一个从大学毕业的人,因为他的前任没有一个是职业学校的培训。
5.The bud of inspiration for his phenomenal coffee business began growing in a 1983 visit to Milan, Italy. Schultz conceived of a new American way of life in the coffee bars of Milan. He sought to recreate such forums for people in the US to start their days or visit with friends. In 1987, at the age of 34,Schultz organized a group of investors and purchased the company that had formerly employed him, the Starbucks Coffee Company in Seattle, which he restructured as the Starbucks Corporation.
5 .他非凡的咖啡业务的灵感萌芽于1983年访问意大利米兰。舒尔茨在米兰的咖啡馆里想出了一种新的美国式生活方式。他试图为美国人民重建这样的论坛,以开始他们的日子或访问与朋友。1987年,在34岁时,舒尔茨组织了一批投资者,购买了以前聘用他的公司,西雅图的星巴克咖啡公司,他作为星巴克公司进行了改组。
6.The public verdict was overwhelmingly positive. Schultz's premium coffee bars were an instant success, acting as a stimulus of rapid growth and expansion not only for Starbucks but also for the coffee industry around the world. In 1992, Starbucks became the first specialty coffee company to go public, affirming its magnitude and prospects.
6 .公众的判决非常积极。舒尔茨的优质咖啡酒吧是一种即时的成功,它作为一种刺激,不仅为星巴克,而且为世界各地的咖啡工业迅速增长和扩张。1992年,星巴克成为第一家上市的专业咖啡公司,肯定其规模和前景。
7.Starbucks' first major venture outside of the northwestern part of the nation was Chicago, where the company's specialty sales division developed new business with department stores and established Starbucks coffee bars adjacent to the business sections in national bookstores. Starbucks also formed a partnership with PepsiCo to create and distribute a new ready-to-drink coffee -based beverage, and entered into a licensing agreement with Kraft Foods. As company seeking to develop with a multilateral approach, Starbucks even developed a relationship with the music industry to sell Starbucks-tailored CDs of classical brass and orchestral music in the coffee bars.
7 .星巴克在美国西北部的第一个主要风险企业是芝加哥,该公司的专业销售部门与百货商店发展了新业务,并在国家书店的业务部门附近建立了星巴克咖啡店。星巴克还与百事可乐建立了伙伴关系,以创建和分发一种新的现成的咖啡饮料,并与卡夫食品达成一项许可协议。作为寻求发展多边途径的公司,星巴克甚至发展了与音乐行业的关系,在咖啡吧出售量身定制的经典黄铜和管弦乐唱片。
8.When Starbucks opened its first store in New York City, it was a homecoming for Schultz, but he did not act like the head of the reigning royalty of coffee he had became. The New York Times commented, "The soft-spoken Mr.Schultz has barely a trace of a New York accent and a timid, almost apologetic manner."
8 .当星巴克在纽约开了第一家商店时,它是舒尔茨的回家之旅,但他不像以前的咖啡版税头头那样行事。《纽约时报》评论道,“这位软说话的先生。”。舒尔茨几乎没有一丝纽约口音和一种胆怯的,几乎是歉意的态度。
9.Schultz has also attracted considerable attention with his unconventional employment policies. He wanted to give Starbucks' employees both a philosophical and a financial stake in the business. He decreed that employees who worked the quota of 20 hours a week or more were eligible for medical, dental, and optical coverage as well as for stock options. At a time when other companies were trimming benefits as a cost-cutting measure, Schultz, who grew up in a family without any medical coverage, was vocal in his belief that genuinely caring about your employees is critical to building a sturdy workforce. "Service is a lost art in America," he told The New York Times. "I think people want to do a good job, but if they are treated poorly they get beaten down. We want to provide our people with dignity and self-esteem, and we can't do that with lip service." Starbucks stipulates that every employee with at least half-time hours can receive health-care benefits. Schultz credits the utilization of such a benefits policy as the key to the company's growth because it has given Starbucks a more dedicated workforce and an extremely high level of customer service. The chain also achieved a dramatically low turnover rate, half that of the average fast food business. This creates a significant numerical payoff for Starbucks, since new employee represents an expenditure of $3000 in recruiting and training costs and productivity losses.
9 .舒尔茨的非传统的就业政策也引起了人们的注意。他想给星巴克的员工一个哲学和财务上的利益。他规定,每周工作20小时或以上的员工有资格获得医疗、牙科和光学覆盖以及股票期权。在其他公司削减成本作为削减成本的措施时,在没有任何医疗保险的家庭中长大的舒尔茨,坚信真正关心员工对于建设一支强健的员工队伍至关重要。“服务是美国失去的艺术,”他对《纽约时报》说。“我认为人们想做一个好工作,但是如果他们被待遇很差,他们就会被打败。”。我们要为我们的人民提供尊严和自尊,我们不能用嘴唇来做。"星巴克规定,每个至少有半小时的员工可以享受医疗保健福利.舒尔茨把利用这种福利政策作为公司增长的关键,因为它赋予了星巴克一个更专门的员工队伍和一个极高的客户服务水平。该连锁店还实现了一个极低的周转率,平均快速食品业务的一半。这为星巴克创造了可观的数字回报,因为新员工在招聘和培训成本和生产力损失方面的支出为3000美元。
10.Schultz has remained firmly committed to employee and community enrichment, a philosophy which is embedded in the very core of Starbucks' business culture. He has never grown accustomed to success enough to forget his working-class roots. He dedicated his book to the memory of his father, whom he had once spoken harshly to and accused of a lack of ambition. They were words Schultz would regret the rest of his life, a reminiscence he wished he could scrub from his memory. His father received the diagnosis of lung cancer and died before his son became a millionaire. Schultz once told his audience that his crowning success was that “I got to build the kind of company that my father never got to work for.”
10 .舒尔茨仍然坚定地致力于员工和社区的丰富,一种根植于星巴克商业文化核心的哲学。他从未习惯于成功地忘记自己的阶级出身.他把书献给了他父亲的记忆,他曾经严厉地对他说过,并指责他缺乏野心。他们是舒尔茨会后悔他的余生,他希望他能从记忆中擦洗的回忆。他的父亲接受了肺癌的诊断,在他儿子成为百万富翁之前去世了。舒尔茨曾经告诉他的听众,他最大的成功是“我必须建立一种公司,这是我父亲从未为的。”
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