题目内容
An immediate interest cut might contribute to economy _____, any recovery is likely to be very slow.
A.Even though B.Even so C.If so D.If ever
B
Holiday Inns and McDonald’s. both saw unmatched growth in the 1960s. Their growth opened another direct business operation—franchising.
These operations have the same general pattern. The franchisor, the parent company, first establishes a successful retail business. As it expands, it sees a profit potential in offering others the right to open similar business under its name. The parent company’s methods and means of identification with consumers are included in this right. The parent company supplies skill, and may build and rent stores to franchisees. For these advantages the franchisee pays the franchisor a considerable fee. However, some of the advantages and disadvantages are different.
By extending a “proven” marketing method, a parent can profit in several ways. First, the franchisee’s purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee provides a continuing source of profits. As new businesses are added and the company’s reputation spreads, the values of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, bring into play the economies of scale. Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40.
The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation alone, without having to put up capital or take the risk of owning retail stores. Added to this advantage is a less obvious but material one, Skilled, responsible retail managers are rare. People who invest their capital in franchises, though, probably come closer to the ideal than do paid managers. In fact, the franchisee is an independent store operator working for the franchisor, but without an independent’s freedom to drop supplies at will. Of course the factory’s costs of selling supplies are less. But also certainly the franchisee buying goods that have had broad consumer acceptance will not casually change supplies, even when the contract permits. If the hamburger is not what the customer expected, they may not return. Having paid for the goodwill, the franchisee won’t thoughtlessly destroy it.
【小题1】 Franchising refers to a business operation in which a successful parent company .
A.sells name-brand goods to a private investor |
B.rents proven ideas and techniques for investment |
C.sells the right, the guidance to a business under its name |
D.takes no advertising responsibility for individual investors |
A.an immediate investment return |
B.the profit from the sale of supplies |
C.the ownership of additional retail stores |
D.the possibility of profitable advertising |
A.the advantages and disadvantages of franchising |
B.the benefits of franchising to the franchisor |
C.the unmatched economic growth in the 1960’s |
D.some regional and national business operation |
A.More advantages of franchising. |
B.Negative aspects related to franchising. |
C.The standard of consumer acceptance. |
D.Risks of investment besides franchising |
Theodor Seuss Geisel was born in Springfield, Massachusetts in 1904. He was famous because of the books he wrote for children. They combine funny words, pictures, and social opinion.
Dr Seuss wrote his first book for children in 1937. It is called And to Think I Saw It on Mulberry Street. A number of publishers refused to publish it. They said it was too different. A friend finally published(出版) it. Soon other successful books followed. Over the years, he wrote more than forty children’s books. They were fun to read. Yet his books sometimes dealt with serious subjects.
By the middle 1940s, Dr Seuss had become one of the best-loved and most successful writers of children’s books. He had a strong desire to help children. In 1954, Life magazine published a report about school children who could not read. The report said many children’s books weren’t interesting. Dr Seuss decided to write books that were interesting and easy to read.
In 1957, Dr Seuss wrote The Cat in the Hat. He used less than 225 words to write the book. This was about the number of words a six-year-old should be able to read.
The story is about a cat who tries to entertain two children on a rainy day while their mother is away from home. The cat is not like normal cats. It talks. The book was an immediate success. It was an interesting story and was easy to read. Children loved it. Their parents loved it, too. Today many adults say it is still one of the stories they like best.
【小题1】What’s the best title for this passage?
A.Some of Dr Seuss’ books for children. |
B.What are Dr Seuss’s books mainly about? |
C.Dr Seuss — a famous writer of children’s books. |
D.Why are Dr Seuss’ books different? |
A.It was Dr Seuss’ worst book. |
B.It dealt with a very serious subject. |
C.Neither children nor adults like it. |
D.Many publishers didn’t take it seriously at first. |
A.By asking others to help them in magazines. |
B.By writing interesting and simple books. |
C.By changing his old books into simpler ones. |
D.By giving them books for free. |
A.interesting | B.serious | C.difficult | D.boring |
A.like very much | B.fall in love with |
C.bring something together | D.pay attention to |