Business
Cola wars
Fire-starter
Donald Kendall added ________ sparkle to the soft-drinks industry
“Rock and roller cola wars, I can’t take it ________________!” cried Billy Joel in his chart-topping song from 1989, “We didn’t start the ________”. He had had enough of the intense marketing ________ between America’s fizzy-drinks behemoths. As the ________, PepsiCo had stunned its bigger rival, Coca- Cola, by signing Michael Jackson, the era’s biggest musical star, to promote its brand in a record-setting $5m deal.
The cola wars became a ________________. Credit for that goes to Donald Kendall, PepsiCo’s legendary ________ boss, who died on September 19th aged 99. A ________ 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. Seven years later he ________________ CEO. In 1974 he injected a dose of fizzy capitalism into the Soviet Union, which allowed Pepsi to become the first Western ________ 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 ________.
Mr Kendall offered ________________ strategic vision, principled ________ and marketing flair. Two years after taking charge he acquired Frito-Lay, a leading purveyor of snacks, giving PepsiCo an ________ from diversification that persists to this day. PepsiCo’s revenues last year of $67bn dwarfed Coca-Cola’s $37bn ________. Decades before Black Lives Matter he named African-Americans to ________________, making PepsiCo the first big American firm to do so — staring down racists including the Ku Klux Klan, which ________ a boycott.United States
Back to school
Learning and covid
Disrupted schooling spells worse results and deeper inequality
The first meeting between teachers in Montpelier, Vermont, before ________________ the autumn term is usually festive—hugging over breakfast and coffee. This year they had to make do with an online ________________. After a scramble in the spring (to set up online learning, pack lunches for ________________ who relied on them and ship computers to those without them), the district plans to let ________ pupils return for in-person learning on September 8th. High school will ________ partly online because the building is too small to allow social distancing. The young pupils who can return will need to ________________, keep their distance and have ________________ before entering school buses or buildings.
Setting up these protocols took many 60-hour weeks over the summer holidays, says Libby Bonesteel, the superintendent. Her husband, a microbrewer, recently ________ a new beer, “Our Impossible Ask”, to teachers. “Pairs well with late staff meetings, upended expertise, existential crisis and seemingly unending complications,” suggest the tasting notes.
Of the 50 largest school districts in America, 35 plan to start the ________________ entirely remotely. The ________ to squelch the virus over the summer has been lost, upending plans for “hybrid” education (part-time in-person instruction). This means more than just child-care ________ for parents. The continued disruption to schooling will probably spell permanent learning ________, disproportionately hurting poorer pupils.
“________________ will become achievement chasms,” warns Robin Lake, director of the Centre on Reinventing Public Education, a research group. Analysts at McKinsey, a consultancy, reckon that the typical American pupil would ________ 6.8 months of learning loss if in-person instruction does not resume until January 2021 (which looks plausible). This would fall ________ on black pupils, who would regress by over ten months’-worth of ________, and poor ones, who would ________________ by more than a year. There could also be 648,000 more high-school dropouts.Business
商业版块
Cola wars
可乐大战
Fire-starter
纵火者
Donald Kendall added marketing sparkle to the soft-drinks industry
唐纳德·肯德尔为软饮料行业增加了营销亮点
“Rock and roller cola wars, I can’t take it any more!” cried Billy Joel in his chart-topping song from 1989, “We didn’t start the fire”. He had had enough of the intense marketing battle between America’s fizzy-drinks behemoths. As the underdog, PepsiCo had stunned its bigger rival, Coca- Cola, by signing Michael Jackson, the era’s biggest musical star, to promote its brand in a record-setting $5m deal.
“百事与可口的广告大战，我实在看不下去了！”比利·乔尔在他1989年的排行榜榜首歌曲《不是我们点的火》中喊道。他已经受够了美国汽水巨头之间激烈的营销战。作为劣势方，百事公司以创纪录的500万美元签约了当时最大牌的音乐明星迈克尔·杰克逊来推广自己的品牌，这让它规模更大的竞争对手可口可乐大为震惊。
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. 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 Western product 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.
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。他是一名天才销售员，从灌装线工人迅速晋升为公司的销售精英，年仅35岁就成为了销售主管。七年后，他被任命为首席执行官。1974年，他为苏联注入了一剂冒泡的资本主义，这使百事可乐成为第一个在铁幕后合法销售的西方产品。他在1986年卸任老板时，百事公司的销售额已经猛增了近40倍，达到76亿美元。他的遗产还在继续影响整个行业。
Mr Kendall offered a mix of strategic vision, principled leadership and marketing flair. Two years after taking charge he acquired Frito-Lay, a leading purveyor of snacks, giving PepsiCo an advantage from diversification that persists to this day. PepsiCo’s revenues last year of $67bn dwarfed Coca-Cola’s $37bn in sales. Decades before Black Lives Matter he named African-Americans to top jobs, making PepsiCo the first big American firm to do so—staring down racists including the Ku Klux Klan, which organised a boycott.
肯德尔集战略眼光、有原则的领导力和营销才能于一身。接管公司两年后，他收购了一家领先的零食供应商菲多利，这使百事公司从多元化发展中赢得竞争优势并一直延续至今。百事公司去年收入670亿美元，使销售额在370亿美元的可口可乐公司相形见绌。在“黑人的命也是命”运动发起的几十年前，他就任命非裔美国人担任要职，使百事可乐成为第一家采取此类做法的美国大型公司——以此来对抗种族主义者，包括组织抵制活动的3k党。United States
美国版块
Back to school
重返校园
Learning and covid
学习与新冠肺炎疫情
Disrupted schooling spells worse results and deeper inequality
中断的学校教育会引发更糟的结果，且不平等加剧
The first meeting between teachers in Montpelier, Vermont, before the start of the autumn term is usually festive—hugging over breakfast and coffee. This year they had to make do with an online videoconference. After a scramble in the spring (to set up online learning, pack lunches for poor pupils who relied on them and ship computers to those without them), the district plans to let younger pupils return for in-person learning on September 8th. High school will remain partly online because the building is too small to allow social distancing. The young pupils who can return will need to wear masks, keep their distance and have temperature checks before entering school buses or buildings.
佛蒙特州蒙彼利埃市的教师们通常会在享用早餐和咖啡时，欢悦地拥抱，以此来庆祝秋季学期开始前的第一次会面。但是今年，他们只能通过在线视频会议勉强应付一下。今年的春季十分艰难（校方要安排网课，为贫困学生提供他们依赖的午餐，并为没有电脑的学生提供电脑），此后，蒙彼利埃地区计划让低年级学生在9月8日返校进行面授学习。高中将依旧安排部分线上授课，因为教学楼太小了，学生们无法保持社交距离。那些能够返校的低年级学生需要戴上口罩，保持距离，并在进入校车或教学楼之前进行体温检查。
Setting up these protocols took many 60-hour weeks over the summer holidays, says Libby Bonesteel, the superintendent. Her husband, a microbrewer, recently dedicated a new beer, “Our Impossible Ask”, to teachers. “Pairs well with late staff meetings, upended expertise, existential crisis and seemingly unending complications,” suggest the tasting notes.
教育局局长利比·博内斯泰尔表示，我们在暑假期间用了好几周的时间，且每周要工作60个小时，才制定了这些方案。她的丈夫是一位微酿酒师，他最近将一款新调制的啤酒“我们不可能的要求”献给了老师们。品酒记录上写着：“老师们迟来的会面、颠覆性的专业知识、人类的生存危机与似乎永无止境的难题完美搭配”。
Of the 50 largest school districts in America, 35 plan to start the coming term entirely remotely. The opportunity to squelch the virus over the summer has been lost, upending plans for “hybrid” education (part-time in-person instruction). This means more than just child-care headaches for parents. The continued disruption to schooling will probably spell permanent learning loss, disproportionately hurting poorer pupils.
在美国最大的50个学区中，有35个学区计划在下学期完全线上授课。在夏季压制病毒传播的机会已经丧失，这颠覆了“混合式”教育计划的推行（部分时间面授）。这不仅会给父母带来儿童保育方面的麻烦。学校教育的持续中断很可能会引发永久性的学习损失，对贫困学生造成不成比例的伤害。
“Achievement gaps will become achievement chasms,” warns Robin Lake, director of the Centre on Reinventing Public Education, a research group. Analysts at McKinsey, a consultancy, reckon that the typical American pupil would suffer 6.8 months of learning loss if in-person instruction does not resume until January 2021 (which looks plausible). This would fall heaviest on black pupils, who would regress by over ten months’-worth of instruction, and poor ones, who would fall behind by more than a year. There could also be 648,000 more high-school dropouts.
研究组织“公共教育革新中心”的主任罗宾·莱克发出警告，“成绩差距会变成成绩鸿沟”。咨询公司麦肯锡的分析师估计，如果到2021年1月仍旧没有恢复面授课，那么美国学生一般会蒙受6.8个月的学习损失。（该评估似乎很合理）。这次教育中断也给黑人学生带来了最严重的负担，他们的教学将倒退超过10个月，而贫困生将会落后一年多。高中辍学的人数可能会增加64.8万人。
