题目内容

(2013·高考山东卷,D)Sparrow is a fast?food chain with 200 restaurants.Some years agothe group to which Sparrow belonged was taken over by another company.Although Sparrow showed no sign of decliningthe chain was generally in an unhealthy state.With more and more fast?food concepts reaching the marketthe Sparrow menu had to struggle for attention.And to make matters worseits new owner had no plans to give it the funds it required.

Sparrow failed to grow for another two yearsuntil a new CEOCarl Pearsondecided to build up its market share.He did a surveywhich showed that consumers who already used Sparrow restaurants were extremely positive about the chainwhile customers of other fast?food chains were unwilling to turn away from them.Sparrow had to develop a new promotional campaign.

Pearson faced a battle over the future of the Sparrow brand.The chain’s owner now favored rebranding Sparrow as Marcy’s restaurants.Pearson resistedarguing for an advertising campaign designed to convince customers that visits to Sparrow restaurants were fun.Such an attempt to establish a positive relationship between a company and the general public was unusual for that time.Pearson strongly believed that numbers were the key to successrather than customers’ spending power.Finallythe owner accepted his idea.

The campaign itself changed the traditional advertising style of the fast?food industry.The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars.Instead of showing the superiority of a specific productthe intention was to put Sparrow in the hearts of potential customers.

Pearson also made other decisions which he believed would contribute to the new Sparrow image.For examplehe offered to lower the rent of any restaurants which achieved a certain increase in their turnover(营业额)

These efforts paid offand Sparrow soon became one of the most successful fast?food chains in the regions where it operated.

1.Which was one of the problems Sparrow faced before Pearson became CEO?

AThe number of its customers was declining.

BIts customers found the food unhealthy.

CIt was in need of financial support.

DMost of its restaurants were closed.

2.What does the underlined word“them”in Paragraph 2 refer to?

ACustomers of Sparrow restaurants.

BSparrow restaurants.

CCustomers of other fast?food chains.

DOther fast?food chains.

3.For what purpose did Pearson start the advertising campaign?

ATo build a good relationship with the public.

BTo stress the unusual tradition of Sparrow.

CTo learn about customers’spending power.

DTo meet the challenge from Marcy’s restaurants.

4.The TV ads of Sparrow ________.

Achanged people’s views on pop stars

Bamused the public with original songs

Cfocused on the superiority of its products

Dinfluenced the eating habits of the audience

5.What was Pearson’s achievement as a CEO?

AHe managed to pay off Sparrow’s debts.

BHe made Sparrow much more competitive.

CHe helped Sparrow take over a company.

DHe improved the welfare of Sparrow employees.

 

【答案】

1.C

2.D

3.A

4.B

5.B

【解析】本文为一篇记叙文。主要讲述了Sparrow快餐店的CEO Carl PearsonSparrow经营不善的情况下,采用了一种新的广告宣传方式,与顾客之间建立了一种积极的关系,吸引了潜在的顾客,使它最终成为了最著名的快餐连锁店之一。本文皆在告诉读者新颖的经营理念决定着企业的命运。

1.

2.2】解析:选D。词义猜测题。画线单词them前面提到Sparrow已有的顾客对连锁店抱着积极的态度,而其他快餐店的顾客不愿意离开别的快餐店,由此可知them指代的是其他的快餐连锁店,故选D项。

3.3】解析:选A。细节理解题。根据第三段中的Such an attempt to establish a positive relationship between a company and the general public was unusual for that time.可知Pearson发动广告宣传的目的是为了与公众建立一种良好的关系。句中的positive与选项A中的good对应,因此选A项。

4.4】解析:选B。细节理解题。根据第四段中的The TV ads of Sparrow focused on enterainment and featured original songs performed by a variety of stars.可知广告是靠新颖的原创歌曲来吸引人的,故选项B为答案。第四段中的第一句指的是改变了传统的广告模式,而不是改变了人们对流行明星的看法,因此选项A是错误的;根据第四段的最后一句Instead of showing the superiority of a specific product...可知选项C“注重产品的优势是错误的;选项D“影响了观众的饮食习惯在文中未提及。

5.5】解析:选B。推理判断题。根据最后两段中的内容,Pearson又作出了其他决定,树立了Sparrow的新形象,他的努力获得了成功,Sparrow成了最成功的快餐连锁店之一,可知Pearson的成就是使Sparrow更有竞争力了,故答案为B。选项A“他设法还清了Sparrow的债务,选项C“他帮助Sparrow接管了一家公司以及选项D“他提高了Sparrow员工的福利在文中均未提及。

练习册系列答案
相关题目

(2013·高考山东卷)I used to be a very self?centered personbut in the past two years I have really changed.I have started to think about other people ____ I think about myself.I am happy that I am becoming a ____ person.

I think my ____ started when I was at Palomar College.At firstI just wanted to get my ___ and be left alone.I thought I was smarter than everyone elseso I hardly ever ___ to anyone in my classes.By the end of my first semesterI was really ____.It seemed as if everyone but me had made friends and was having fun.So I tried a(n)____.I started asking people around me how they were doingand if they were having trouble I ____ to help.That was really a big ____ for me.By the end of the yearI had several new friendsand two of ____ are still my best friends today.

A bigger cause of my new ____howevercame when I took a part?time job at Vista Nursing Home.One old lady there who had Alzheimer’s disease became my ____.Every time I came into her roomshe was so ____ because she thought I was her daughter.Her real daughter never ____ herso I took her place.She let me ____that making others feel good made me feel good toowhen she diedI was ____but I was also very grateful to her.

I think I am a much ____ person today than I used to beand I hope I will not ____ these experiences.They have ____ me to care about other people more than about myself.I ____ who I am todayand I could not say that a few years ago.

1.A.since?? Bbefore

Cor?? Dunless

2.A.famous? Bsimple

Cdifferent?? Dskilled

3.A.education?? Bcareer

Ctour? Dchange

4.A.balance? Bhomework

Cdegree? Dinterest

5.A.talked?? Bwrote

Clied?? Dreported

6.A.careful? Blonely

Ccurious? Dguilty

7.A.argument?? Bgame

Cexperiment?? Ddefence

8.A.dared?? Boffered

Chesitated?? Dhappened

9.A.dream?? Bproblem

Cduty?? Dstep

10.A.us? Bwhich

Cthem?? Dwhom

11.A.attitude?? Bhobby

Chope?? Dluck

12.A.friend? Bpartner

Cguide?? Dguest

13.A.polite? Bhappy

Cstrange?? Dconfident

14.A.bothered?? Banswered

Cvisited?? Dtrusted

15.A.explain? Bguess

Cdeclare? Dsee

16.A.homeless? Bheartbroken

Cbad?tempered?? Dhopeless

17.A.quieter? Bbusier

Cbetter?? Dricher

18.A.forget?? Bface

Cimprove?? Danalyze

19.A.forced?? Bpreferred

Cordered?? Dtaught

20.A.miss? Blike

Cwonder?? Dexpect

 

违法和不良信息举报电话:027-86699610 举报邮箱:58377363@163.com

精英家教网