英語(yǔ)備考六級(jí)閱讀文章
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In 1895, a man named Luigi Lavazza purchased a little grocery store in northern Italy for about $20. Today, over one hundred years later, Luigi Lavazza S.P.A is the irrefutable leader of the espresso market in Italy, boasting nearly 45 percent of the total coffee market share. The company owes its success to its dynanuc approach to business and careful attention to its customers' needs.
1895年，一位名叫路吉·拉法札的男子花20美元買下意大利北部一家小雜貨店0 100年后的今天，路吉·拉法札連鎖事業(yè)無(wú)疑已是意大利濃縮咖啡市場(chǎng)的領(lǐng)導(dǎo)品牌，占有約45%的市場(chǎng)。公司將其成就歸功于機(jī)動(dòng)靈活的營(yíng)銷策略及其對(duì)顧客需求的關(guān)照。
In Lavazza's store, coffee was sold raw and then roasted according to each customer's personal preference. Luigi Lavazza was considerably skilled at carefully selecting the amount of each ingredient required for one particular blend as well as expertly determining the degree of roasting.Over the next sixty years, the company experienced rapid commercial growth with its foray into the wholesale market and its decision to narrow down its range of products. By the mid forties, the company, now Luigi Lavazza S.P.A, began specializing in the production of coffee.
拉法札店里銷售的是生咖啡，它根據(jù)顧客的個(gè)人喜好而作相應(yīng)的烘培。 拉法札在此方面的技巧十分嫻熟，對(duì)任意一種特殊配制，其原料的質(zhì)與量均是經(jīng)過(guò)精挑細(xì)選，烘培的程度亦是經(jīng)過(guò)審慎的`專業(yè)判斷。隨后的60年中，該公司以突襲批發(fā)市場(chǎng)決定縮減產(chǎn)品經(jīng)營(yíng)范圍的辦法，取得了商業(yè)的迅速發(fā)展。在40年代中期，現(xiàn)名拉法札連鎖事業(yè)的公司開(kāi)始專門生產(chǎn)咖啡。
The firm continued expanding by leaps and bounds, and introduced the first vacuum-packed coffee with a long shelf life in the sixties. Distribution soon covered all ofltaly, and the next two decades saw the conquering of both European and world markets. With its devotion to developing clever new tecl:uuques and products, Luigi Lavazza S.p.A shows no signs of slowing down, and will likely be giving other coffee companies a run for their money for a while yet.
自此，該公司一直在持續(xù)飛速地發(fā)展并在60年代首創(chuàng)真空包裝，延長(zhǎng)了咖啡保質(zhì)期。銷售隨即遍及整個(gè)意大利，之后的20年，它陸續(xù)征服了歐洲及全球市場(chǎng) 拉法札連鎖事業(yè)不斷致力于發(fā)展巧妙先進(jìn)的技術(shù)及商品，從未表示過(guò)要放慢速度，它足以和任何其他的咖啡公司作一番短暫的較量。
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