外刊經(jīng)貿(mào)知識選讀翻譯(1)

1、精品文檔旺旺英語7歡迎下載Lesson 12軟飲料戰(zhàn)：下一次戰(zhàn)爭Soft Drink Wars: the Next BattleThe reformulation of Coke has given the feuding cola giants a chanee to go at each other again. 可口可樂的重新配方為長期不和的可樂巨頭提供了一個新開戰(zhàn)的機(jī)會。But Coca-Cola and PepsiCo are spoil ing for yet ano ther fight, and this time they'e pick ingon the littl

2、e guys: non-cola makers like Seven-Up and Dr Pepper.By Monci Jo Williams 但是可口可樂和百事可樂一心想進(jìn)行另一場戰(zhàn)斗，這一次它們選中了小企業(yè)：“七喜”和“佩拍博士” 。In the U.S. soft drink industry, where 1% of the market is worth $ 300 million in retailsales,Coca-Cola and PepsiCo don 'wage mere market share battles. They fight holy wars. T

3、hese days the fight ing is on two fron ts. One ison the vast pla ins of the cola bus in ess, where the reformulatio nof Coke has Pepsi on the defensive. The other is in the back alleys of the smaller,non-cola market.Un til now these have bee n domin ated by other compa ni es. As growth of high-calor

4、ie colas slows, however, Coca-Cola and PepsiCo are in vadi ng new territory.在美國的軟飲料行業(yè)，1 %的市場份額就意味著3億美元的零售額，可口可樂公司和百事可樂公司進(jìn)行的不僅僅是爭奪市場份額的斗爭，他們進(jìn)行的是“圣戰(zhàn)”。目前他們的斗爭有兩條戰(zhàn)線。一條是可樂生意的廣闊戰(zhàn)場，在這兒可口可樂的重新配方使百事處于守勢。另一條戰(zhàn)線是在較小的非可樂市場的后巷里。迄今為止，這些市場仍被其他公司所支配。由于高熱量可樂的增長緩慢，可口可樂公司和百事可樂公司計(jì)劃入侵新的領(lǐng) 域。Coca-Cola is movi ng in with tw

5、o new products: Cherry Coke, a canned vers ion of the old soda fountain favorite, and Minute Maid Orange Soda, which contains orange juice. Pepsi' new productis Slice, a lemon-lime soft drink that also contains fruit juice. If these products live up to their early performanee in test markets a b

6、ig if they could produce $ 3 billion a year in retail sales. The skirmishes betwee n the cola gia nts will precipitate a battle for supermarket shelf space and for the loyalty of battlers. The big guys will press bottlers to drop compet ing brands tomake wayfor their new products.可口可樂憑著兩種新產(chǎn)品投入了戰(zhàn)斗：一種

7、叫做“櫻桃可樂”，是原來的冷飲柜的寵兒的罐裝版，另一種叫做“小少女桔子汽水”，含有桔子汁。百事的新產(chǎn)品是“斯來思”，它也是一種包含果汁的檸檬一一酸橙軟飲料。如果這些產(chǎn)品能夠達(dá)到早期在試銷市場的表現(xiàn)一這是個值得疑問的“如果”一他們在零售方面每年就 能產(chǎn)出30億美元來?？蓸肪奕酥g的小沖突就會升級為一場為爭奪超市貨架空間和瓶裝商忠心的戰(zhàn)役。這兩個巨商將迫使瓶裝商們放棄與之競爭的品牌，以便為他們的新產(chǎn)品讓道。It ' too early to tell how the reincarn ated Coke is selli ng, si nee many bottlers are still

8、 worki ng off old inven tories. But the compa ny isn'tleavi ng much to cha nee. Coca-Cola will back new cokewith more than $ 70 million of advertisingthis year, vs. the $ 50 million or so PepsiCo will spendon its flagship brand. Over the long term, however, many in dustry an alysts believe the C

9、oke reformulati on will do little to dramatically cha nge either Coke' or Pepsi ' market share. SaysJoseph Doyle Harris Upham brokerage firm in New York:Twelve mon ths from now, we 'l look back andsee new Coke as a nonevent. "In all its variati ons, Coke holds about 29% of the U.S.

10、market, Pepsi 23%.現(xiàn)在判斷新可口可樂產(chǎn)品的銷售情況還為時過早，因?yàn)樵S多經(jīng)銷商還在銷售存貨，但是公司不會聽任其 命運(yùn)。今年可口可樂公司會用7千多萬美元的廣告費(fèi)來支持新可樂，而百事可樂公司也將花大約5千萬美元為自己的旗艦商標(biāo)作廣告。然而，從長遠(yuǎn)來看，許多行業(yè)分析家認(rèn)為，可口可樂的重新配方幾乎不會給可口 可樂或百事可樂的市場份額帶來巨大的變化。紐約的 Harris Upham經(jīng)濟(jì)業(yè)聯(lián)號的Joseph Doyle說，“從現(xiàn)在起12個月后，我們再回頭看，會發(fā)現(xiàn)可口可樂其實(shí)很令人掃興?！卑阉挟a(chǎn)品都算在內(nèi)，可口可樂占美國市場的29%，而百事占23%The compa ny's n

11、ew formula was desig ned partly to keep Coke' sales grow ing overseas. Comparedwith America ns, who guzzle more soda tha n water, the rest of the world is still in the sipp ing stage. Coca-Cola ' goal is to kick up its slowing growth rate outside the U.S. from about 3% a year to 10%. Company

12、 executives think a less filling, moreguzzleable ” new Coke will help.可口可樂設(shè)計(jì)新配方的部分原因是為了保持可口可樂在海外銷售的增長。和喝汽水比水還多的美國人相 比，世界其他地區(qū)的人們簡直仍處在“小口順飲”階段?？煽诳蓸返哪繕?biāo)是把美國之外減慢的增長率從一年 3%提高到10%。該公司的經(jīng)管人員認(rèn)為，一種不太“灌人”、更易“狂飲”的新型可樂將會起到預(yù)期作用。Domestically, sales of soft drinks have been bubbling along nicely. They grew 6% last y

13、ear, vs. 2% to 3% a few years ago. But the cola makers may experience more growing pains. At least with the high-calorie colas that account for half of all sales (diet colas hold about 12%). Baby-boomers are show ing a strong prefere nce for healthier, less fatte ning drinks as they ageeveryth ing f

14、romdiet soda to bottled water to fruit juice. For example, accord ing to Beverage World, an in dustry magazine, fruit juice and fruit drink sales have grown from $ 1.2 billion in 1976 to $ 8.4 billion last year. Joh n Costello, senior vice preside nt of market ing and sales for Pepsi-Cola USA, think

15、s the popularity of fruit juices can be captured in new soft drink products such as Slice.We wantto take the vitality of the juice market and put it into soft drinks,” says Costello.在國內(nèi)，軟飲料的銷售一直不錯。去年它們增長了6%，而幾年前只有2%到3%。但是可樂制造商也許會經(jīng)歷更多的成長的煩惱，至少在高熱量可樂方面，它占總銷售額的一半(營養(yǎng)可樂占12%)。生育高峰期出生的人隨著年齡的增長，表現(xiàn)出對有利健康、不易發(fā)

16、胖的飲料的強(qiáng)烈的喜愛一一所有一切，從營養(yǎng)汽水到 瓶裝水到果汁。例如，根據(jù)行業(yè)雜志飲料界的報告，果汁和水果飲料的銷售額已由1976年的12億美元增長到去年的84億美元。美國百事可樂營銷部的副經(jīng)理Joh n Costello 認(rèn)為，果汁受歡迎的特點(diǎn)可以被運(yùn)用到像“斯來思”這樣的新型軟飲料產(chǎn)品當(dāng)中。Costello 說，“我們想汲取果汁市場的活力，把它注入到軟飲料中。”Even without the new products from Coca-Cola and PepsiCo, the non-cola field is crowded. In deed, with so many region

17、al and nationalbrands out there, it is sometimes hard to keep track of who ownswhat and who ' competing with whom. But essentially the non-cola market can be divided into four segments: lemon-lime sodas, which account for about 12%of soft drink sales and include Philip Morris, 7 Up and Coca-Cola

18、 ' Sprite; orange sodas (4% of sales), which in clude R.J. Reyno Ids' Sun kist andProcter & Gamble ' Crush; mixers (2%), which in clude gin ger ale, club soda, and tonic water and, fin ally, the Pepper category (7%), domin ated by Dr Pepper, a non-cola drink based on a mixture of fru

19、it flavors.即使沒有可口可樂公司和百事可樂公司的新產(chǎn)品，非可樂市場也是很擁擠的。的確，那兒有那么多的地 方品牌和國家品牌，有時很難弄清哪種品牌屬于哪家公司、誰在和誰競爭。但是，非可樂市場基本上可以分 為四部分：占軟飲料銷售額12%的檸檬一一酸橙汽水，其中包括“菲利普？莫里斯”、“七喜”和可口可樂公司的“雪碧”；桔子汽水(占總銷售額的4%),包括R.J.雷諾茲的“浴光”和寶潔公司的“迷戀”；調(diào)和飲料(2 %),包括姜汁淡啤酒、俱樂部汽水和滋補(bǔ)水；最后一類是佩拍類，其中主要產(chǎn)品是“佩拍博士”，這是一種把數(shù)種水果味道混合在一起的非可樂飲料。Although Coca-Cola and Pe

20、psiCo ' new fruit juice sodas will compete with each other, they are more likely to steal market share from all those other drinks already on supermarket shelves. Slice, a lem on-lime soda that actually contains four juices white grape, pear, lem on, and lime posesa challenge both to 7 Up, the N

21、o. 1 lemon-lime soda (4.4%) and sprite. Based on its performance in test markets, in dustry an alysts say Slice could grab 3% to 4% of the U.S. market.雖然可口可樂公司和百事有限公司的新果汁汽水將互相競爭，但它們更有可能從所有那些已經(jīng)擺上超市 貨架的其他飲料手中竊取市場份額。“斯來思”，一種檸檬一一酸橙汽水，實(shí)際上包含了 4種果汁一白葡萄汁、梨汁、檸檬汁和酸橙汁，它對頭號檸檬一一酸橙汽水“七喜”(4. 4%)還有“雪碧”都形成了挑戰(zhàn)。根據(jù)它在試銷

22、市場上的銷售情況，行業(yè)分析家認(rèn)為，"斯來思”可能會占領(lǐng)美國軟飲料市場的3%到4%的份額。Coca-Cola seems determined that Slice ' sales won 'tcome at the expense of Sprite. This year the company hiked Sprite ' advertising budget to $ 40 million, and boosted sales 25% in the first three mon ths. Seven-Up, on the other hand, stil

23、l seems to be search ing for a defe nse. It is distribut ingmore con sumer coup ons and giv ingbottlers biggerdisco un ts,but has alsoun imagi natively returned to its 17-year-old On cola ” advertis ingtheme. Says Jesse Meyers,publisher of Beverage Digest.ft ' raining out there, and Seven-Up has

24、n'tput up an umbrella. ”可口可樂公司似乎下定決心，不能用犧牲“雪碧”來換取“斯來思”的銷售額。今年，該公司把“雪碧” 的廣告費(fèi)猛增到4千萬美元，在第一季度，使其銷售額比去年同期增長了25緯。另一方面，“七喜”似乎仍在尋求防御。它分發(fā)更多的贈券，給經(jīng)銷商打更大的折扣，但它也無趣地又回到已沿用了17年的廣告主題一“非可樂”。飲料文摘的出版商 Jesse Meryer說，“外面正在下雨，七喜卻還沒有撐起傘?！盋oca-Cola ' advanee into orange soda is bad news for Sunkist, which holds a 1

25、.5% share of the soft drink market, and Crush (around 1%) Coca-Cola began testing Minute Maid Orange Soda in Canada last summer. Someanalysts think it will quickly challenge Sunkist as the top-sellingorange drink.可口可樂向桔子汽水進(jìn)軍對占軟飲料市場1.5 %的“浴光”和1 %的“迷戀”來說都是壞消息。去年，可口可樂公司開始在加拿大試銷“小少女”桔子汽水。一些分析家認(rèn)為它很快就會作為最

26、暢銷的柑桔飲料挑 戰(zhàn)“浴光”。The sleeper among the products might turn out to be Cherry Coke, which contains no fruit juice at all. Ema nuel Goldma n, a beverage an alyst with Mon tgomery Securities in San Fran cisco, says Cherry Coke has captured shares of 4% to 8% in test markets. The drink probably won'do

27、as well whe n itis rolled out nationally, since consumer coupons and price promotions have been helping it along.But Goldman believes Cherry Coke couldeventuallydisplace Dr pepper as thenation 'fifth-best-selling soft drink.諸產(chǎn)品中出人意料的成功者可能會是“櫻桃可樂”，它根本不含果汁。舊金山Montgomery證券的飲料分析家Emanuel Goldman說，“櫻桃

28、可樂”在試銷市場上占了4%到8%的份額。在全國鋪開銷售時，它的銷售情況也許不會那么好，因?yàn)樵谠囦N時消費(fèi)贈券和價格促銷起了一定作用。但是Goldman相信“櫻桃可樂”最終會取代“佩拍博士”，成為該國排名第五的暢銷飲料。Even if consumers swill the new sodas by the liter in test markets, however Coca-Cola and PepsiCo still face a struggle in persuadi ng bottlers across the n ati on to take the products. One of

29、 the biggest battles in the soda wars, in fact, may not be fordrin kers but for bottlers. Bottlers havea symbiotic but occasi on ally fractious relati on shipwith the syrup makers. Although Coke and Pepsiown some of their own bottli ng compa ni es, most bottlers are still in depe ndent. They do the

30、bulk of their bus in ess sell ing colas, coun ti ng on Dr Pepper, Sun kist, and other non-colas to fill out their line. But because exclusive con tracts with the syrup makers preve nt bottlers from distribut ing compet ing bran ds, the cola gia nts must persuade them to drop established products to

31、take on Slice or Min ute Maid Orange Soda.即使在試銷市場上消費(fèi)者成升地暢飲這些新型汽水，可口可樂和百事可樂仍面臨一場斗爭來勸說全國的 經(jīng)銷商接受這些產(chǎn)品。事實(shí)上，汽水戰(zhàn)爭中最大的斗爭也許不是爭奪飲用者而是爭奪經(jīng)銷商。經(jīng)銷商和漿汁 制造商之間有一種共生的但有時又很難駕馭的關(guān)系。雖然可口可樂和百事可樂都有自己的經(jīng)銷公司，但是大 多數(shù)的經(jīng)銷公司仍然是獨(dú)立的。他們的主要業(yè)務(wù)是銷售可樂，此外還靠“佩拍博士”、“浴光”及其他非可樂飲料來補(bǔ)充生意。但由于獨(dú)家經(jīng)銷合同禁止經(jīng)銷商銷售競爭品牌的產(chǎn)品，可樂巨頭們必須說服經(jīng)銷商放棄已 經(jīng)確定了地位的產(chǎn)品，以接受“斯來思”和“

32、小少女”柑桔汽水。The bottlers may no to along. Much of the expe nse of in troduci ng a new product blitz ingconsumers with coupons and offeringdeep discounts to retailers to get the product on the shelves isborne by the bottler.He is reluctant to walk away from his investment in an existing brand to ponyup

33、for something new. That may be especially so in the case of the fruitjuice sodas. Because syrupsmade with juices are more expe nsive tha n other syrups, Coca-Cola and PepsiCo will be charg ingbottlers more for them. But to boost Slice' sales, bottlers are disco unting the drin k. If theycan '

34、;get the price up and keep it up, PepsiCo' new product will be less profitable to them thanregular soft drinks that hold smaller market shares.經(jīng)銷商也許不會同意。因?yàn)橐M(jìn)一種新產(chǎn)品的大部分費(fèi)用一一包括對消費(fèi)者發(fā)起贈券攻勢、給零售商大 打折扣以使產(chǎn)品擺上貨架一一都是由經(jīng)銷商承擔(dān)的。他不愿放棄對現(xiàn)有品牌的投資，而去為某種新品掏錢。 這對果汁汽水尤其如此。由于用果汁制成的漿汁比其他漿汁要貴，可口可樂和百事可樂公司將會為此索要更 高的價錢。但是為了促進(jìn)

35、“斯來思”的銷售，經(jīng)銷商們正在給該飲料打折。如果他們不能使價格回升并維持 其價，百事公司的新產(chǎn)品對他們來說，將沒有占市場份額較小的常規(guī)軟飲料利潤大。Con tractual con flicts could hurt some new brands more tha n others. Minute Maid Orange Soda appears to face more trouble than Slice, since half of Coca-Cola ' bottlers are pledged to distribute Sunkist or Crush; only 22%

36、of PepsiCo ' bottlers handle Slice ' head-to-head competitor, 7 Up. Cherry Coke may have the easiest time. It will compete with Dr Pepper, for which Coca-Cola bottlers do more than 40% of the distribution.But Dr Pepper has told Coke bottlers that it doesn 'see the new soda as a direct co

37、mpetitor, so they don't have to worry about losing the Pepper franchise if they take on the new drink. Is Dr Pepper being generous? Hardly. The company apparently fears that if Coke bottlers are forced to choose between Cherry Coke and Dr Pepper, they will let the doctor take a walk.合同沖突對于一些新品牌的

38、傷害可能比另一些要大。“小少女”柑桔汽水好像要比“斯來思”面臨更多的麻煩，因?yàn)榭煽诳蓸芬话氲慕?jīng)銷商都承諾要銷售“浴光”或“迷戀”；百事公司僅有22%的經(jīng)銷商銷售“斯來思”的死對頭“七喜”。“櫻桃可樂”的日子也許過得最容易，它將和“佩拍博士”競爭，而后者40%的產(chǎn)品是由可口可樂公司的經(jīng)銷商銷售的。但是“佩拍博士”已經(jīng)告訴可口可樂的經(jīng)銷商，他不認(rèn)為這種新的汽 水會是一名直接競爭者，所以如果經(jīng)銷商們答應(yīng)銷售“櫻桃可樂”，也不必?fù)?dān)心會失去佩拍的經(jīng)銷權(quán)?！芭迮牟┦俊贝蠖葐?？不。該公司顯然擔(dān)心，如果可樂的瓶裝商們被迫在“櫻桃可樂”和“佩拍博士”間作出選擇， 那么走人的將會是“博士”。It ' ha

39、rd to gauge a bottler ' loyalty. Coke ' biggest bottler is John T. Lupton, chairman of JTL Corp., a $ 700-milli on-a-year Chatta no oga compa ny. Lupt on also bottles Sun kist, but ask him if he ' willi ng to drop it so he can take on Coca-Cola' Minute Maid, and he 'tell you,“

40、9; beglad to. All Coca-Cola has to do is give me a product that' competitive in price and quality, andI 'take it hands down. ” But not Charles Millard, chairman of the $ 600-million-a-year Coca-Cola Bottli ng Co. of NewYork, Coke's sec on d-largestcustomer. Even though Coke owns 31%of hi

41、s compa ny,Millard says he will stick with Sun kist.They have made a big in vestme nt in this market and inour bus in ess,” he says. 'The smart bottlers will leave the dance with the girl they came with.”一個經(jīng)銷商是否忠誠很難斷定。可口可樂的最大經(jīng)銷商是JTI公司的董事長John T. Luptono該公司位于Chattanooga,年產(chǎn)值為7億美元。Lupton同時也包裝“浴光”，但

42、如果問他是否愿意放棄該品牌，以便接 手可口可樂的“小少女”，他會告訴你，“我將很高興那樣做。只要可口可樂可以給我一種在價格和質(zhì)量上都 很有競爭力的產(chǎn)品，這樣我比較容易接受它。”但是位于紐約年產(chǎn)值 6億美元的可口可樂的第二大經(jīng)銷公司的董事長Charles Millard 卻不那么認(rèn)為，即使可口可樂擁有它 31 %的股份，Millard 表示還是會堅(jiān)持銷售“浴 光”。“他們對市場和我們的生意的投資很大，”他說，“精明的經(jīng)銷商們會和他們選擇的產(chǎn)品一直在一起。”HOLDOUTS LIKE MILLARD are likely to become targets of all-out sales cam

43、paigns. The hard sell won 'tcome un til later this year, since Coca-Cola is still in test markets with Mi nute Maid Orange Soda and Cherry Coke, and Pepsi is concen trati ng on distribut ing Slice through bottlers who have no con flict. But whe n the push does start, says a soft drink compa ny e

44、xecutive,Things are goingto get very, very in teresti ng.”像Millard這樣的堅(jiān)持者可能會成為大規(guī)模銷售戰(zhàn)役爭奪的對象。由于可口可樂的“小少女”和“櫻桃可樂”仍處于試銷階段，百事公司也正集中精力通過沒有沖突的經(jīng)銷商來銷售“斯來思”，艱苦的銷售戰(zhàn)要到今年晚些時候才會出現(xiàn)。但是，當(dāng)進(jìn)攻真正開始時，一位軟飲料公司的經(jīng)管人員說，“事情會變得非常非常地有趣?！盩o convince bottlers that the new products can match or exceed the sales of existi ng brands w

45、ithout heavy disco un ti ng or coup oning, Coca-Cola and PepsiCo will have to cut back on special promoti on, the n ply the bottlers with the result ing sales data. But their most useful tactic will be to offer the bottlers gen erous cooperative advertis ing deals on the new sodas, and extra money t

46、o promote the old ones. Bottlers may come in for a little arm-twisting as well.It ' often verysubtle, ” says an industry executive who prefers not to be named. The Coca-Cola representativewillsay, That decision is not going to sit very well in Atlanta' or something like that.”為了使經(jīng)銷商們相信，新產(chǎn)品不用

47、大打折扣和發(fā)放贈券就可以比得上或者超過現(xiàn)有品牌的銷售額，可口 可樂和百事可樂將不得不減少特殊促銷手段，然后不斷向經(jīng)銷商提供因此而產(chǎn)生的銷售數(shù)據(jù)。但是他們最有 效的戰(zhàn)術(shù)是就新產(chǎn)品向經(jīng)銷商們提供慷慨的廣告合作，而就老產(chǎn)品給予額外的促銷費(fèi)用。經(jīng)銷商們也許還會 遭受些壓力，“壓力通常非常微妙，”一個不愿公開姓名的企業(yè)經(jīng)管人員說，“可口可樂公司的代表會說那個決定在亞特蘭大將不會被通過或一些類似的話。”If compa nies can'get their products distributed n ati on wide, marketi ng them will be moreexpensi

48、ve. Buying local advertising is simply more costly than purchasing network spots. Brian Dyson, preside nt of Coca-Cola USA, says that it gen erally does n'pay to advertise n ati on ally un til anewproduct is in about 80% of the coun try. Costello of PepsiCo whose Slice has bee n rolled out to70%

49、 of the country says Pepsi is willing to settle for the smaller profits that will result from partial distribution.Analysts believe that ' because PepsiCo doesn' think it can persuade bottlersto dump 7 Up. Coca-Cola seems more con fide nt about un seati ng Sun kist and Crush. If Coke proceed

50、s beyond test markets with Minute Maid, Dyson's goal will be to distribute the drink across the country.如果公司不能在全國范圍內(nèi)銷售自己的產(chǎn)品，銷售它們的費(fèi)用就會更高。購買地方廣告比購買廣播網(wǎng)的 插播廣告更為昂貴。美國可口可樂公司總裁Brian Dyson說，如果一種新產(chǎn)品不能在全國80%勺地區(qū)里銷售，那么在全國范圍內(nèi)做廣告將得不償失。百事可樂的“斯來思”已經(jīng)銷往全國70%的地區(qū)，該公司的Costello說，百事公司愿意接受局部地區(qū)銷售帶來的較低的利潤。分析家們認(rèn)為這是因?yàn)榘偈鹿居X

51、得它不能說服經(jīng) 銷商們拋棄“七喜”。而可口可樂似乎對擠垮“浴光”和“迷戀”更有信心。如果可口可樂的“小少女”能走 出試銷市場，Dyson的目標(biāo)是將它銷往全國。The battle to un seat smaller bran ds, domin ate n iches, and shove competi ng products out of distribution will be costly and exhausting, and could go on for years. But the large companies will surely squeeze into every

52、market they can, hop ing it will be worth the pin ch.擠垮小品牌，占據(jù)合適地位以及把競爭產(chǎn)品擠出分銷渠道的斗爭將既費(fèi)錢又費(fèi)力，而且會持續(xù)數(shù)年。但 是大公司肯定會擠進(jìn)它能爭取到的每一寸市場，希望它值得一拼。-From Fortune . June 24, 1985摘自1985年6月24日財(cái)富reformulati on feuding be spoil ing fora./ /guy wage alley calorie/ gai/ n./ weidV/ v./ / n.重新配方仇恨的；長期不和的；爭吵 一心想；切望（口語）家伙進(jìn)行mi nut

53、e/ 5Ali/ n. 小巷；小街/ 5kAlEri/ n. 卡路里（熱量單位）微小的lime live up to skirmish/ 5mi nit, mai5nju:t/ a. / laim/ n. 酸橙/ / 符合；/ 5skE:miF/ n.達(dá)到（軍事）precipitate brand/ pri5sipiteit/ brAnd/ n.v.小規(guī)模戰(zhàn)斗；小沖突 促成；促使.加快 （商品的）牌子；商標(biāo)精品文檔reincarnate/ ri:in5kB:neit/ v. 賦予（靈魂）以新的形體advertising/ 5AdvEtaiziN/ n.（總稱）廣告；宣傳brokerage/ 5broukEridV/ n.掮客業(yè)務(wù)；經(jīng)紀(jì)業(yè)guzzle/ 5gQzl/ v. 狂飲soda/ 5sEudE/ n. 蘇打水；汽水sip/ sip/ v.小口地喝；抿bubble/ 5bQbl/ n. （口）沸騰；汩汩地流diet/ 5daiEt/ n. 平常營養(yǎng)；減肥baby-boomers/ / 生育高峰期出生的人beverage/ 5bevEridV/ n. 飲料vitalit