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Good evening. On ‘Business World’ tonight, it’s my pleasure to welcome Peter Bull from the New Zealand Kiwi Fruit Marketing Board - the KMB for short!
Good to have you with us, Peter.
First of all, for those people who may not have seen kiwi fruit, what are they?
Well, they’re a small, green, round fruit and they’re delicious!
New Zealand now exports more of them than any other fruit and vegetable - so kiwi fruit are very important to us economically.
Of course, New Zealand is famous for lamb and wool production,
and trade in both of these is still very good - though dairy products is actually the biggest area in terms of export income.
I see ... and can you tell me why the KMB was started?
Well, some years ago kiwi fruit farmers found they were producing more fruit, but the market wasn’t growing at the same rate.
So the KMB was formed - partly to set up distribution to retailers and so on within New Zealand,
but also to find more customers for kiwi fruit around the world - in other words, to make the export market bigger.
I see . . . now just what do you do to find more customers around the world for a particular product... - especially one which people have probably never seen before?
Well, there are a number of ways of doing this.
Some marketing boards might do an international advertising campaign, so that when anybody in one of the target countries watches TV, they’re certain to see the product.
晚上好。在今晚的“商业世界”节目中,我很荣幸地欢迎新西兰猕猴桃营销委员会,简称KMB的彼得・布尔!
很高兴您加入我们,彼得。
首先,请您向那些可能没见过猕猴桃的人介绍一下,猕猴桃是什么?
嗯......猕猴桃个头很小,外观呈绿色,果形为圆形,非常好吃!
现在新西兰出口的猕猴桃的数量位于其出口的果蔬之首,所以猕猴桃具有极为重要的经济价值。
当然,新西兰以生产羔羊和羊毛而闻名,
这两种产品的贸易仍然很好――尽管乳制品实际上是最大的出口创收领域。
我明白了……您能告诉我为什么要成立KMB吗?
嗯......几年前,猕猴桃种植户发现猕猴桃的产量增多,但是市场需求却没有同步增长。
因此,KMB成立了,一部分是为了在新西兰境内向零售商等建立分销渠道,
另一部分是为了在世界各地寻找更多的猕猴桃客户,换句话说,是为了扩大出口市场。
我明白了……那你怎么做才能在世界范围内为这一特定产品找到更多的客户……尤其是这样一种人们可能从未见过的产品?
嗯......有很多方法可以做到。
一些市场营销委员会可能会开展国际广告活动,这样当目标国家的任何人在看电视时,肯定会看到产品。
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