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But they need to go a step further, by proactively helping to shape and grow markets for goods grown by African farmers.
但是他们需要再进一步，那就是主动为非洲农民的农作物主动培育和形成市场。
So in other words, in addition to sending seeds and fertilizer, they need to send them advertising geniuses.
换句话讲，除了给农民送种子和肥料，他们还需要再送点广告人才。
So I'm going to share a couple of examples of the type of impact marketing can have.
我接下来就要分享一系列的例子来说明市场营销影响的几种类型。
And I’m going to refer to the US a lot, and that's because the US knows how to do this really well.
我会提到美国很多次，因为美国人在这方面真的很懂。
Maybe a little too well, some might argue, but that's not the topic of the talk today.
有的人可能会争论，美国人是营销过了头，但这不是今天的重点。
So this is the slogan of arguably one of the most iconic ad campaigns of all time.
看看这条广告语，这是一个最具代表性的广告里的最棒的一句话。
[got milk?] Funded by American dairy farmers.
[喝牛奶了吗？]一个由美国牛奶农场主出资制作的广告。
What's very interesting about dairy in the US is that companies don't leave it up to individual businesses to market their brands.
在美国奶制品市场有一个特别有趣的现象就是企业主不会单打独斗宣传自己的品牌。
They actually work together as an industry to promote milk drinking.
实际上他们以行业为纽带进行联合从而共同宣传饮用牛奶。
And they do this by, you know, many companies contributing to a common fund that goes towards campaigns like this.
他们的渠道是，你明白，公司联合起来成立一个基金运行像这样的营销活动。
Now they have a little help from government also.
他们可以从政府那里得到一些帮助。
How many of you went to school and got milk on your tray?
你们当中有多少人在学校里会喝牛奶？
In many instances, that milk was subsidized.
很多情况下喝牛奶是有补助的。
Actually the National School Lunch Program dates back to the 1940s, and it's still ongoing today.
19世纪40年代开始的国家学校午餐计划，目前依然在运行良好。
You go to school, you taste something, it's at a good price, you keep getting it, you like it, maybe you start eating more of it.
你去上学，你吃的东西，价格能接受，那你就会继续吃，喜欢吃，也许你还会试着多吃点。
You purchase at home, stock your fridge.
你在家里会买这些吃的，放在冰箱里。
Does that sound anything like product promotion and sampling?
这听起来像不像促销和样品派送？
Importantly, what this does is it creates a whole category of consumers.
重要的是，这样做的结果就是培养了一类消费者。
And it gives farmers a constant market in which to sell what they grow, and that's actually really important, right?
农场主因此就有了稳定的市场去销售他们的农作物，这实在意义非凡，不是吗？
You can't create a product if you don't know that there's going to be constant demand for it in the market.
如果你不是确定某样产品能拥有持续的市场需求你就不会去生产它。
Now this combination of industry marketing plus government support is quite powerful.
这个联合了行业营销活动外加政府助力的模式力量无穷。
So powerful, in fact, that the United States has one of the highest rates of consumption of dairy in the world: 653 pounds of dairy per person per year.
力量大到什么程度，美国有世界上消费最高的乳制品市场；每人每年消费592斤。
Try to imagine that. That's a lot, right?
想想看。这数值真的很大，对吧？
Now, this has actually been done outside of the US, too.
现在，美国之外也有这么干的。
In Kenya in the 1980s under former president Moi, there was a National School Milk Program, dubbed Nyayo Milk, and many Kenyan children went to school and received packets of milk.
1980年代的肯尼亚，莫伊总统当政，有一个国家学校牛奶项目，俗称尼亚牛奶，去学校上学的肯尼亚孩子都会得到盒装牛奶。
So it became a lot more a part of the local diet.
就这样牛奶也成为了当地人餐桌上常常出现的食品。
And as they grew up, they continued to consume it.
他们长大以后，也一直保持着喝牛奶的习惯。
And today, Kenya has the highest rate of consumption of dairy in East Africa.
到了今天，肯尼亚拥有整个东非最高的牛奶消费水平。
And it's got a much more developed dairy industry than its regional neighbors.
也因此肯尼亚的牛奶行业发展得比邻国要好得多。
Now, both of those examples are about marketing to domestic consumers.
这两个例子都是关于市场营销对国内消费者的影响。
But you're probably thinking, "Well, what about, you know, in countries where there's lower purchasing power?"
也许你会想，“嗯，你看，对于购买力比较弱的国家又会怎么样呢？”
You can use marketing to create demand beyond borders as well.
你依然可以用市场效应去跨越边界创造需求。
If you've ever watched the Super Bowl, and I never thought I'd talk so much about the Super Bowl because I kind of don't watch it.
如果你看过超级碗橄榄球联赛，其实我从来没想过我可以讲这么多关于超级碗的事，因为我就是那种从来不看超级碗的类型。
But if you have ever watched the Super Bowl and you’ve heard this jingle “Avocados from Mexico” --
但是如果看过，你也听过这首广告歌“墨西哥来的牛油果”——
and you kind of have to dance when you sing it because it’s just so catchy, honestly --
那你多半会忍不住一边哼一边跟着旋律跳起来，因为这歌真是很让人上头——
if you’ve heard that jingle, then you've been marketed to by the Mexican avocado industry.
如果你听过，那你就已经被墨西哥牛油果行业给俘虏了。
Mexico exports 2.5 billion dollars worth of avocados to the US every year.
墨西哥每年向美国出口价值25亿美金的牛油果。
That's obviously a lot of avocados and a lot of money going to Mexican avocado farmers.
很明显这说明进入美国的牛油果数量巨大一大笔钱已经进了墨西哥牛油果农场主的口袋。
And Kenya exports avocados, too, but not that much.
肯尼亚也出口牛油果，就是数量没那么多大。
So, you know, this is all about how they can do that.
所以，你懂的，他们是用了什么方式做到。
