华尔街的赚钱经 星巴克 从咖啡店到咖啡帝国(4)

When Starbucks opened its first store in New York City, it was a homecoming for Schultz, but he did not act like the conquering hero.

当舒尔茨在纽约的第一家店开业时，这对他而言，似乎有种重归故里的感觉，但他并没有表现得像是一个耀武扬威的英雄。

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.

《纽约时报》评价说：“舒尔茨先生说话温和，丝毫听不出有一点纽约口音，也看不出在他的举止行为上有任何的胆怯，甚至近乎于愧疚的痕迹。

When he comes to visit the 54th Street store his entrance is ultra low-key."

当他来到54大街商铺参观时，他显得是那样的低调。”

Advertisers marveled at Schultz's tactics, including his investments in such "internal marketing¹" rather than a large external advertising² budget.

众多的广告商惊讶于舒尔茨的策略，这其中就包括他将资金用于所谓的“内部市场营销而非大量的外部广告预算。

In March 1994 Advertising Age noted³ that Schultz "turned a small chain into a national brand while spending a relatively⁴ small amount on advertising.

1994年3月出版的美国《广告时代》杂志曾指出舒尔茨用一个相对较少的广告投入量将一家小型连锁店打造成一个享誉全国的品牌。

They don't market... they've established a major presence all through word-of mouth."

他们没有进行市场宣传……企业形象的塑造是通过消费者的口口相传而实现的。”

Schultz has also attracted considerable attention with his unconventional employment policies.

舒尔茨也时常因为在雇佣政策方面“不按套路出牌”而受到广泛注意。

He wanted to give Starbucks' employees both a philosophical⁵ and a financial stake in the business.

他想要让星巴克的员工既拥有公司经济上的股份也得到一份人生哲学上的惠赠。

Employees who worked 20 hours a week or more were eligible⁶ for medical, dental, and optical coverage⁷ as well as for stock options.

那些每周工作达到或者超过20小时的员工可以享受到公司提供的针对身体、牙齿和视力的医疗保险金，另外还可以按照规定低价购买公司的股票期权。

1 marketing   

n.行销，在市场的买卖，买东西

参考例句：

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

2 advertising   

n.广告业；广告活动 a.广告的；广告业务的

参考例句：

• Can you give me any advice on getting into advertising? 你能指点我如何涉足广告业吗?
• The advertising campaign is aimed primarily at young people. 这个广告宣传运动主要是针对年轻人的。

3 noted   

adj.著名的，知名的

参考例句：

• The local hotel is noted for its good table.当地的那家酒店以餐食精美而著称。
• Jim is noted for arriving late for work.吉姆上班迟到出了名。

4 relatively   

adv.比较...地，相对地

参考例句：

• The rabbit is a relatively recent introduction in Australia.兔子是相对较新引入澳大利亚的物种。
• The operation was relatively painless.手术相对来说不痛。

5 philosophical   

adj.哲学家的，哲学上的，达观的

参考例句：

• The teacher couldn't answer the philosophical problem.老师不能解答这个哲学问题。
• She is very philosophical about her bad luck.她对自己的不幸看得很开。

6 eligible   

adj.有条件被选中的；(尤指婚姻等)合适(意)的

参考例句：

• He is an eligible young man.他是一个合格的年轻人。
• Helen married an eligible bachelor.海伦嫁给了一个中意的单身汉。

7 coverage   

n.报导，保险范围，保险额，范围，覆盖

参考例句：

• There's little coverage of foreign news in the newspaper.报纸上几乎没有国外新闻报道。
• This is an insurance policy with extensive coverage.这是一项承保范围广泛的保险。