The producers of instant coffee found their product strongly resisted in the market place despite their product’s obvious advantages.  Furthermore, the advertising expenditure(费用) for instant coffee was far greater than that for regular coffee.  Efforts were made to find the cause of the consumers’ seemingly unreasonable resistance to the product.  The reason given by most people was dislike of the taste.  The producers thought that there might be deeper reasons.  However, this was confirmed by one of motivation research’s classic studies, one often cited in the trade.

   Mason Haire of the University of California made two shopping lists that were almost the same except for one item.  There were six items common to both lists: hamburger, carrots, bread, baking powder, canned peaches, and potatoes with the brands or amounts specified(具体说明).  The seventh item, in fifth place on both lists, read “one pound Maxwell House coffee” on one side and “Nescafe instant coffee” on the other.  One list was given to each one in a group of fifty women, and the other list to those in the other group of the same size.  These women were asked to study their list and then to describe, as far as they could, the kind of woman (“personality and character”) who would draw up that shopping list.  Nearly half of those who had received the list including instant coffee described a housewife who was lazy and a poor planner.  On the other hand, only one woman in the other group described the housewife, who had included regular coffee on her list, as being lazy; only six of that group suggested that she was probably not a good wife; and no one drew the same conclusion as the women in the “instant coffee” group did about the housewife who intend to buy regular coffee.

51. In the opinion of instant coffee producers, ________.

   A. people should buy regular coffee

   B. regular coffee is inferior to instant coffee

   C. instant coffee should have a good market because of its obvious advantages

   D. the advertising expenditure for regular coffee is very great

52. In this instance, the purpose of motivation study was to discover________.

   A. why there were deeper reasons

   B. the reason why instant coffee did not taste good

   C. why regular coffee was successful

   D. the deeper reason for the people’s resistance to instant coffee

53. The two lists on which “one pound Maxwell House coffee” and “Nescafe instant coffee” were written as items were given to __________.

   A. 7 women     B. 14 women    C.  50 women    D. 100 women

54. Because of the result of this test, the producers of instant coffee would probably revise their advertising to show __________.

   A. a lazy wife drinking instant coffee

   B. a stupid wife using instant coffee

   C. a hard-working woman drinking instant coffee

   D. a busy wife using regular coffee

55. Which of the following can be learned from the passage?

   A. It is reasonable for people to resist instant coffee

   B. Advertising does not always assure favorable sales results

   C. People pay little attention to advertising

   D. Regular coffee has better taste than instant coffee

Holiday Inns and Mc Donald’s, both saw unmatched growth in the 1960s. Their growth opened another direct business operation—franchising(特许经营).

　 These operations have the same general pattern. The franchisor, the parent company, first establishes a successful retail(零售)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 value of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, brings into play the economies of scale (规模经济). 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.

Franchising may give you the idea that as a franchisor, you need only relax in the rocking chair. Franchising, however, has problems to be solved.

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

2. The advantages of franchising to the parent company are all the following EXCEPT________.

A. an immediate investment return

B. the ownership of additional retail stores

C. the profit from the sale of supplies

D. the possibility of profitable advertising

3. The passage mainly tells the reader_________.

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

4. What will the author probably discuss after the last paragraph?

A. More advantages of franchising.

B. Risks of investment besides franchising.

C. The standard of consumer acceptance.

D. Negative aspects related to franchising

　　Holiday Inns and McDonald's both saw unmatched growth in the 1960s．Their growth opened another direct business operation franchising (特许经营)．

　　These operations have the same general pattern．The franchisor, the parent company, first establishes a successful retail (零售) 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 value of the franchise increases and sales of franchises become easier．The snowballing effect can be dramatic．Such growth, too, brings into play the economies of scale (规模经济)．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．

　　Franchising may give you the idea that as a franchisor, you need only relax in the rocking chair．Franchising, however, has problems to be solved．

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 (投资)

C．sells the right, the guidance to a business under its name

D．takes no advertising responsibility for individual investors

2．The advantages of franchising to the parent company are all the following EXCEPT________．

[　　]

A．an immediate investment return

B．the ownership of additional retail stores

C．the profit from the sale of supplies

D．the possibility of profitable advertising

3．The passage mainly tells the reader________．

[　　]

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

4．What will the author probably discuss after the last paragraph?

[　　]

A．More advantages of franchising．

B．Risks of investment besides franchising．

C．The standard of consumer acceptance．

D．Negative aspects (方面) related to franchising

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          .

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.

1. Franchising refers to a business operation in which a successful parent company          .

2.. The advantages of franchising to the parent company are all the following EXCEPT      .

3. The passage mainly tells the reader          .

4.. What will the author probably discuss after the last paragraph?