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According to Charles Harper, Chairman of ConAgra, the Healthy Choice line of frozen dinners began with his own heart attack. It has been brought on by years of eating anything he could get his hands on. As he lay in the hospital recovering, Harper imagined the line of healthy frozen foods that tasted good.
康尼格拉集團總裁查爾斯·哈珀表示，冷凍餐的健康選擇是從他的心臟病開始著手的。多年以來，他一直都是有什么吃什么。哈珀躺在醫院里逐漸康復時，想到了好吃又健康的冷凍食物。
The Healthy Choice product line was carefully tested with consumers before being introduced to the general public. ConAgra's research and development staff spent a year working under the instruction "Whatever the cost, don't sacrifice taste." The first test market results surprised even the ConAgra team. The low-sodium, low-fat frozen dinners sold much better than expected. According to the firm's vice-president of marketing and sales, "We benefited from low expectations. The products were much better than people thought they would be."
健康的選擇產品線在面向公眾銷售前，由目標消費者進行了仔細測試。康尼格拉集團的研發員工在“不論成本多高，不要犧牲掉味道”這一準則下進行了一年的開發。首個市場測試結果令康尼格拉團隊都感到驚訝。這種低鈉、低脂冷凍餐的銷售成績遠好于預期。該集團市場銷售部副總表示，“我們從低預期中受益。這個產品比人們預期的要好的多。”
This finding supported ConAgra's decision to position the product against other high-quality frozen dinners rather than as a diet or health food. The new product's brand name and packaging were an important part of the development process. The name Healthy Choice was chosen for the positive implication it held for consumers. Because ConAgra felt the product would be an impulse purchase, it was important to make the item stand out in the freezer case. This was accomplished through the dark green packaging that not only differed from the competitors but also suggested freshness and richness in vitamins.
這一結果支持康尼格拉集團對該產品定位的決定，即用該產品去和其他高質量冷凍餐競爭，而不是和減肥食品或健康食品競爭。新產品的品牌名稱和包裝是開發過程的重點內容。最終決定命名為“健康的選擇”是因為這個名字向消費者傳達了積極的內涵。因為康尼格拉集團認為這個產品會是一種沖動消費，所以讓其在冷凍餐里脫穎而出非常重要。他們通過深綠色的包裝完成了這一目標，因為這種包裝不僅不同于其他競爭者，而且也暗含該產品含有新鮮豐富的維他命這個意義。
Questions 19 to 22 are based on the passage you have just heard.
問題19到問題22依據你剛剛聽到的短文進行提問。
Question 19. What did Charles Harper think of while he was in hospital?
問題19. 查爾斯·哈珀在醫院時想到了什么？
Question 20. What does the passage say about the Healthy Choice product line before it went to market?
問題20. 根據這篇短文，健康的選擇這個產品在進入市場前做了什么準備？
Question 21. What is said to contribute to ConAgra's business success?
問題21. 康尼格拉集團的商業成功得益于什么？
Question 22. What does the speaker say about the name Healthy Choice?
問題22. 說話者介紹了健康的選擇這個名字的什么情況？
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