雅思阅读材料之经济不景气 欧洲“一元店”兴起.docxVIP

智课网IELTS备考资料雅思阅读材料之经济不景气 欧洲“一元店”兴起 从美国“一美元商店”的高人气获得启发，欧元区的消费品生产商、零售商和餐厅发现了这一价格点的魅力，纷纷向想要省钱的购物者推出价格为一欧元的商品。跟在美国一样，在不景气的经济环境中，一欧元这个价格点的吸引力源自一个简单易懂的价格，它排挤掉了0.99美元的价格标签。 Taking a page from the popularity of dollar stores in the U.S., consumer-goods manufacturers, retailers and restaurants throughout the euro zone have discovered the power of the round price point and are introducing one-euro products aimed at budget-conscious shoppers。 从美国“一美元商店”的高人气获得启发，欧元区的消费品生产商、零售商和餐厅发现了这一价格点的魅力，纷纷向想要省钱的购物者推出价格为一欧元的商品。 Unilever, Danone SA, Starbucks Corp. and McDonalds Corp. in recent months have pushed one-euro products to light a fire under a consumer market in deep recession. The recession in Italy, for example, has pushed the number of Italians living below the poverty line up 14% in the past two years, spurring families to cut back on basic staples such as food。 联合利华(Unilever)、达能集团(Danone SA)、星巴克(Starbucks Corp。)和麦当劳(McDonald’s Corp。)最近几个月都力推一欧元商品，刺激处于深度衰退之中的消费者市场。比如，过去两年中，意大利的经济衰退促使生活在贫困线以下的意大利人增加了14%，刺激意大利家庭缩减在食品等基本商品上的支出。 Poverty is returning to Europe, says Jan Zijderveld, head of Europe for packaged-goods maker Unilever. You see 120 million people in that low-income segment. We need to get our brands to consumers who are having a hard time making ends meet. 包装商品生产商联合利华的欧洲负责人齐德维尔德(Jan Zijderveld)说，贫困正重返欧洲。你看到有1.2亿人属于低收入群体。我们要让我们的品牌为消费者接受，他们如今生计艰难。 As a result, the one-euro price, about $1.30, is emerging as an important tool in responding to the euro zones crisis. Manufacturers are shrinking existing products to fit into the price, while restaurants and supermarkets are discounting items to grab the attention of consumers -- all in an effort to prop up the profitability of their European businesses。 因此，一欧元的价格(约合1.30美元)成了响应欧元区危机的一个重要工具。生产商们正缩减现有产品的规格以符合这个价格，餐厅和超市则将商品打折以吸引消费者的注意――这一切都是为了支撑其欧洲业务的赢利能力。 One euro is a magic price point in Europe right now, says Lloyd Burdett, head of global clients for Futures Co., a consumer-insights consulting firm. There is a feeling