Reporter:What is your view about New York?
记者：您对于纽约有什么看法呢?
Scott:Well, what I was thinking was, we were sitting in New York City, in Manhattan, talking about stores. It's not something I brought up, but I said, I don't care if we ever have a store here. From that then came the story that we don't want a store in New York City, which then implies that we don't want stores in the boroughs.Obviously, we do want stores at some point in the boroughs. Whether we even get them, we'd like them That's how that occurred.
斯科特：过去我脑海中所想的是，我们是在纽约曼哈顿讨论商店的问题，虽然我说过，我不在意我们是否会在这里开商店，但是我并没有提出我们不想在纽约市开办商店，后来又说我们并不想在行政区开商店但是很明显，我们是想在这样的行政区开商店的，不管我们是否能够成功，我们也希望有这样的商店这就是这个故事的经过。
Reporter:You were expressing your opinion but you're just one vote in the process to determine where we put our stores.
记者：您过去一直在表达着自己的看法，但是在决定在哪里开商店的问题上，你也只有一个投票权。
Scott:Once a month on Mondays, the first Monday of the month, we go to a real estate meeting and these young people stand in front and they post on the board. It's done electronically.but a city, the trade area, the number of stores in the area, the income level of the people, and all of those things. It takes about five minutes, and then we vote on the stores. I don't pick the store sites, f don't pick the towns we go to, I have a part in that process. But anyway,I think people in New York are sensitive when you say you don't want to be here.
斯科特：在每个月的第一个周一，我们得去参加房地产商会议，那些年轻人站在前面将这些信息张贴在板上，其中关于城市商业区、这个区里商店的数量、人们的收入水平以及所有的这些事情的信息都是由人工负责的，除此之外的事情都是以电子方式完成的。5分钟之后，我们开始投票我不选择商店的位置，我不选择我们要去的城镇，我在整个过程中也起到一定的作用。但是不管怎样，当你说将不在纽约开办商店的时候，纽约人民还是很敏感的。
Reporter:What is you next big push in the area of sustainability and the environment?
记者：您对环境的可持续性发展方面的下一步重大计划是什么?
Scoot:We were in Secaucus in the morning, walking through the store, and the department manager in handware had to show that his compact fluorescents are outselling his incandescent 4 or 5 to 1-it might even be more than that. That is a very small part of our business, but on the other hand at a big company you need something that m:mifests the effort so that people can get their minds around it. We have a lot we're doing in packaging-it's one of the big efforts; it's both the quantity of packaging and the type of packaging. We have a lot at the store level about energy usage that our people are very encouraged about and feel very confident that the stores this year and next year can be at least 25% more energy-efficient than the stores we have opened previously.And that they can get their goal of a 50% energy savings over, I think, the next 3 to 5 years. I'm not as confident but they made a presentation the other day that was very compelling.
斯科特：当今天早上在锡考克斯的时候，我们走进商店，五金部的部门经理说我们的日光灯与白炽灯泡的卖出比例竟然是4: 1或5: 1，甚至可能还要大。这只是我们产业中很小的一部分但是从另一方面说，在一个大的企业中，你必须要有能够表明自己的努力的产品，这样顾客们才有可能会看到你的努力我们在包装方面做了很多，这是我们作出的重大努力的表现之一，其中包括包装的数量和种类在商店的层面上，我们做了很多关于能源利用的努力，人们很受鼓舞，相信今年和明年开的商店在能源方面将比之前的商店节省至少25%我想，在以后的3至5年内，我们能够实现将能源使用减半的目标，我不是那么有信心，但是几天前他们做了一次报告，让我们不得不相信这会发生。
Reporter:I heard about your molecules memo--the chemical concern of the week or month.
记者：我还听过您的“分子备忘录”，就是一周或一月对化学的关注。
Scott:Well, there are things like pacifiers or chew toys for children that in other countries they don't have those chemicals in them. And they've been banned in other countries; they're not banned here. Why wait until something is done about that? It's cost-neutral, so why not just do the right thing and get it done? Those are the kind of things we're working on. We're not squeezing suppliers. We are asking suppliers.
斯科特：类似于儿童用安抚奶嘴或咀嚼玩具的东西，它们在有的国家被禁用而在我们的国家却没有被禁用为什么一定要等到这种事情发生了才那样做呢?那些花费并不多，所以我们为什么不用正确的方法把它做好呢?这就是我们现在正在做的事情，我们并没有向供应商拖压，我们是希望他们这样做。
Reporter:How does that work?
记者：效果怎样呢?
Scott:We bring them in and we very nicely talk to them about what it is we're trying to accomplish，what they are doing in their company. P&G [Procter&Gamble] is already doing a lot of work with cold-water Tide, and they're doing a lot of work in concentrateing the soap to a third of the size it was. It will take a third of the transportation costs,a third of the packaging. It doesn't mean that you resolve all the environmental issues.What it does mean is that the things you're buying every day can be better for the environment. I've not had a supplier yet that's said,we're not going to do this;we think it's wrong. People are pushing us too hard. The truth is if the customer wants Tide and Tide comes in a 50 gallon barrel,that's what we're going to sell.between us and P&G we can figure out how to make that a smaller package with the same effectiveness，same number of uses. We can promote it and help convince the customer that it has the same value that the bigger bottle did, then together we can have an impact.
斯科特：我们邀请他们来，然后跟他们进行很友好的谈话，说明我们正在试图取得的成绩和他们公司正在做的事情宝洁公司已经对冷水汰溃作了很多尝试，他们也正在努力将肥皂的大小变成其原来的1/3，这将会减少1/3的运费和1/3的包装。当然这并不代表已经解决了所有环境问题，但是它代表我们每天买到的东西对环境的负面影响降低了迄今为止我还没有听到一个供应商说不想那样做，那样做是错误的等等人们在很努力地推动我们的工作前进。事实是，如果顾客想要买汰渍，我们卖的就是50加仑一桶的但是，我们和宝洁公司应该计算出怎样才能够使小容量的包装发挥相同的效用_我们能够推动这样的进展并且使顾客相信这与大容量包装的价值是一样的，这样联合起来，我们就会产生影响。
Reporter:Have you studied whether your customers will pay a premium for what is called green and how much?
记者：你研究过，顾客们是否愿意为保护环境而多付钱呢?愿意多付多少钱呢?
Scott:We haven't studied it. But we put product out that is green and has a premium and it just doesn't do well in our stores. I think there are probably stores, Whole Foods for example, where the greener it is the more people are willing to pay.
斯科特：我们并没有调查过这个问题。但是我们把环保产品放到货架上，因为加价，所以这些产品较贵一些，在我们的商店里销售得并不太好_我想，可能会有那样的商店，比如全食超市，商品越环保.人们越愿意买。
Reporter:Did you say, though, that people were buying the more expensive lightbulbs instead of the traditional ones?
记者：您的意思是，人们现在更愿意买昂贵的灯泡而不是那种传统的灯泡，是吗?
Scott:But, they save money.
斯科特：但是长期来看它们更省钱。
Reporter:How are you going to reach out to the customers you targeted through your marketing?
记者：在市场营销的过程中，您将怎样得到理想中的顾客呢?
Scott:You know what? I'm not a big fan of marketing.I mean, I think the guy Wal一Mart has running marketing is briallian and a great find. I think at Wal-Mart Stores with 137 million customers that you put the right sweater in the right colors at the right price out there, you will sell that sweater. Marketing doesn't need to do anything other than to help understand who the customer is, customer insights, understand the individual stores so that you put those sweaters in the right kind of stores.
斯科特：你知道吗?我并不是一个超级市场营销迷。我是说，沃尔玛公司中负责市场营销的人是很聪明的，这是一个伟大的发现。我认为在拥有1.37亿顾客的沃尔玛商店中，如果能够把一件颜色搭配很好的毛衣摆在合适的位置，贴上合适的价签，那我们就能够将其卖出去做市场营销就是要知道我们的顾客是谁，了解顾客的眼光，了解每一个商店的特点，那样我们才能够将合适的毛衣放到合适的商店中去。
Reporter:Why don't you think Wal-Mart gets more credit for some of the really great stuff it does?
记者：您认为沃尔玛由于做了很多好事而得到好评吗?
Scott:I think we do. I mean, I think that's why we did $34S billion last year. I think from a customer standpoint,we do get that credit. We don't get that credit from government or insititutions.But how else could you have withstand this onslaught? If the customers didn't like the store and didn't trust us, over the last several years we would have paid a very dear price for it.
斯科特：我想是这样的。我想这就是我们去年做到了3450亿美元的原因_我想从消费者的角度来说，我们确实获得了很多好评。我们并没有从政府或机构那里得到好评但是怎样才能够承受住那样的攻击呢?如果顾客们不喜欢这个商店，也不信任我们，那我们在过去的几年中就要为此付出相当大的代价了。
Reporter:A lot of attention has been focused on higher gasoline prices as a factor in the decline of same- store sales in the US. In your view, what are the other important factors besides gas prices?
记者：现在人们的注意力都集中在上涨的汽油价格上，认为那是导致美国商店销售额下降的原因之一在您看来，除了汽油价格之外，还有其他什么重要的因素?
Scott:I think there are two. Our business is quite healthy in consumaables,food,fresh food, pets, electronics·You go across our store and we're doing very well in almost all the areas. We are not doing well in apparel and home.
斯科特：我认为有两个，我们的企业在消费品、食品、肉类、宠物用品和电子产品等方面做得很好，走进我们的商店，你会发现我们在这些方面做的都是很好的，不过我们在服装和家居方面做得还不够。
Reporter:Why do you think Wal-Mart needs a new ad agency and what do you hope that the Martin Agency does for you'?
记者：您为什么认为沃尔玛公司需要一个新的广告代理商，您希望马丁代理商能够给您的企业带来些什么呢?
Scott:As a company, Wal一Mart Stores lnc. did not participate in deciding that we needed a new ad agency in the Wal-Mart Stores division.That is a divisional issue that is overseen by Eduardo and his team. I think that with the new people coming in, with Eduardo being new and his vision of how you make all of this thing come together in a different way, so that the whole is greater than the sum of the parts, that they needed to look at a different ad agency to see what was out there. That started the process, and I think it's a healthy process.Advertising at Wal-Mart is not like advertising at most companies. Sam [founder Sam Walton] didn't care about it. I've seen some of the best and the worst in the world and they don't in the world our business.
斯科特：作为一个公司，沃尔玛商店公司不参与到我们是否需要一个新的广告代理商的决策中，这个是由爱德华多和他的团队负责的问题。我认为，通过新人的加入，通过以新的视角重新思考怎样才能使事情更好地运转，整体所发挥的作用大过部分之和，他们需要找到一个新的广告代理商来发现这一切。所以他们就开始了这个过程，我认为这是积极的过程。沃尔玛公司的广告并不像其他一些公司的广告—山姆(创始人山姆沃尔顿)对此并不太看重我也看过很多世界上做的最好的和最差的广告.但是它们都对我们的企业没有什么影响。
Reporter:A lot of company money has been spent on it, though.
记者：但尽管如此，公司的很多资金还是花费在广告上面。
Scott:I agree. But I think at our size it is more dangerous to not try things than it is dangerous to try them. If you so and say, OK, this is the way we've always done it, you can't do this. How do you know'? So they spent money against it. The Vogue ads were quite well done But at the end, when you look at the product and how it came together and the understanding we have today in retrospect it wasn't worth doing. But I don't know if you would have had the same insight if you hadn't done it.
斯科特：我同意我想对于我们这种规模的公司，不去尝试某些事情所带来的比去尝试这些事情的风险还要大如果你说，好的，这是我们做事情的方式，你们不能这样做，那你怎么能知道呢?因此大家用金钱来阻止这种事情的发生《时尚》杂志的广告做得很好，但是当你最终看到产品，知道了它是生产流程，再回想我们如今已经了解到的，你会觉得那并不值得_但是我不知道如果你不那样做，你会不会有同样的感想.
Reporter:Yet Wal-Mart is spending $570 million a year on ads. If there's no difference in impact between a good and a bad ad and it's all about low prices, why spend that much'?
记者：但是沃尔玛一年在广告上的花费是5.7亿美元，如果一个好广告和坏广告所带来的影响没有什么不同，那为什么要花费那么多资金在广告上呢?
Scott:I think it is important. We need to send our message out there to the customers of what we stand for. We stand for saving people money so they can live better. reinforcing that message over a long period of time with ads is important. Whether or not the ad gets an award or whether the ad is just reasonable I don't think makes a defining difference in how much sales we do. I think that the reinforcement of the message is important. That's what I was trying to say.
斯科特：我觉得那很重要。我们需要向顾客传达的是我们的立场，我们正致力于为顾客们节省更多的钱以更好地生活，通过广告的形式在长时间内加强这种信息的宣传是重要的广告是否得到了嘉奖或者只是一般的广告，这些并不重要，这不会给我们的销售额带来决定性的影响。我想说的是，我认为加强信息的宣传是重要的。