In 1991, Kentucky Fried Chicken announced that it was officially changing its name to “KFC” as well as updating its packaging and logo(标识)with a more modern look. The public relations reason was that health-conscious consumers associated the word “fried” with “unhealthy”, causing some of them to completely avoid the wide variety of “healthy” menu items. The new title and image were designed to attract customers to a restaurant now offering foods branded as “better for you”.

It sounded good, but the real reason behind the shift to KFC had nothing to do with critical consumers. In 1990, the Commonwealth of Kentucky, trapped in debt, took the unusual step of trade marking its name. Therefore, anyone using the word “Kentucky” for business reasons would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to lighten government debt, but it was also one that alienated (疏远)one of the most famous companies ever associated with Kentucky. The Kentucky Fried Chicken chain refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless talks, Kentucky Fried Chicken changed their name instead, introducing new packaging and products to hide the real reasons behind the change of the name.

Kentucky fried Chicken was not the only one who bravely refused to give in. The name of the most famous horse race in North America, held every year at Churchill Downs, was changed to “The Run for the Roses” for similar reasons.

In November 2006, KFC and the State of Kentucky finally reached a settlement over the use of the trademarked word “Kentucky”, and the restaurant chain announced it would be reusing its former name of “Kentucky Fried Chicken”.

1.The public relations reason for Kentucky Fried Chicken’s updating its packaging and logo was that      .

A．it was losing money

B．most customers didn’t like the old logo

C．it wanted to get involved in other businesses

D．it decided to offer better foods to customers

2.The Commonwealth of Kentucky trademarked its name to       .

A．develop American culture

B．be alienated from the famous companies

C．raise money to pay the government debt

D．make Kentucky known throughout the world

3.The real reason why “Kentucky Fried Chicken” changed its name was related to      .

A．health            B．money            C．package           D．product

4.It can be inferred from the passage that      .

A．KFC is still not allowed to use the name of “Kentucky Fried Chicken”

B．“Kentucky Fried Chicken” changed its name after several years of talks

C．the name “Kentucky Fried Chicken” had only been used for a short time

D．the original name of the horse race “The Run for the Roses” contained the word “Kentucky”

It was an international drug dealing case, one that involved a lot of money and a lot of violence. Agents who had entered the organization had worn wires and collected evidence for years. A conviction(法庭判决) depended on an accurate translation of their tape recordings. “Five languages were involved, “says Liz Elting, 44, one of the owners of TransPerfect, the translation company chosen for the job. “The slightest mistake could mean the criminals would go free.”

When Elting started her business 18 years ago with Phil Shawe, both were attending New York University’s Stern School of Business. Neither realized just how many situations would require their services. TransPerfect’s 4,000 linguists(通晓外语的人) cover more than 100 languages.

Getting Ahead with Liz Elting

What inspired you to start TransPerfect?

When I was eight, my dad bought a KFC in Portugal. Unfortunately, the Portuguese didn’t want anything American. They thought my dad was a CIA spy! That taught me how fast things can change. I’ve studied in Spain and worked in Venezuela. This business is the perfect combination of my love for languages, cultures and business.

Is the staff multilingual?

Many are. I speak French and Spanish. My partner, Phil, who is American, likes to say he speaks English on a good day.

What languages are requested most often?

Spanish and Japanese. Chinese, Middle Eastern, Indic(South Asia), and Eastern Europeans are on the rise.

How difficult is it to manage such a diverse workforce（员工团队）?

Our challenge is to be culturally appropriate in every country. When we hand our year-end bonuses in the US, for example, we have to remember that in India, bonuses are given in the fall.

Any advice for someone starting a business?

Get started before you have kids. In the beginning, I didn’t know how to do this business on the side. I wasn’t married, didn’t have kids, and wasn’t concerned about balancing my work and personal life. Now, with strong managers in place, I can spend more time with my family (husband Michael Burlant and sons Zachary, nine and Jacob, seven), traveling and playing baseball.

1.What is the purpose of the first paragraph?

A. To report on an international drug dealing case.

B. To encourage people to start a business before they have kids.

C. To present the importance of learning foreign languages.

D. To introduce Liz Elting and her company TransPerfect.

2.What does the underlined word “wires” mean in the passage?

A. A type of clothes costing a lot of money.

B. A piece of equipment designed to record messages.

C. Thin metal worn to protect yourself against violence.

D. A organization symbol made of thin metal.

3.Neither realized just how many situations would require their services.  is ______________.

A. a company that offers international legal services

B. one which has branches in countries all over the world

C. one whose staff all have to speak several languages.

D. a company whose services are in great demand.

4.It can be inferred that _______________.

A. Liz learned that love is the answer to problems of cultural misunderstanding

B. Liz started her company with a schoolmate at the age of 18.

C. The success is simply a little beyond Liz and her partner’s expectations

D. Liz and Phil are now strong managers with rich experience.

How did it make you feel when you learned that KFC’S Beijing restaurants pulled three more items from their menus last week? There were fears that the items may have contained the cancer-causing coloring Sudan I．Do you have any desire to take the food provider to court because it feeds you something dangerous?
After all，the law supposedly gives people the right to fight for their rights．But some experts have said it might not be so wise to take the company directly to court．
Qiu Baochang，a lawyer in Beijing，suggested that consumers not take the company directly to court．“In addition to the high costs，consumers’complaints are unlikely to win unless they can prove they have had the banned dye at KFC，”—Qiu explained．
One problem for those wanting to take action against the fast food chain is that few customers ask for or keep receipts(收据)．And，this must be the first step．
If they can prove that their health has been damaged by KFC，they can cue(控告)the company．But that would be almost impossible to do so because the Sudan I damage is a long-term effect and is not immediately apparent.
A KFC spokesperson said on Monday that the company was confdent of being able to handle customers’complaints，“We will obey legal procedure if We raceive any complaints.”
【小题1】Why did KFC’s Beijing restaurants pull three more items from their menus?

How did it make you feel when you learned that KFC’S Beijing restaurants pulled three more items from their menus last week? There were fears that the items may have contained the cancer-causing coloring Sudan I．Do you have any desire to take the food provider to court because it feeds you something dangerous?

 After all，the law supposedly gives people the right to fight for their rights．But some experts have said it might not be so wise to take the company directly to court．

 Qiu Baochang，a lawyer in Beijing，suggested that consumers not take the company directly to court． “In addition to the high costs，consumers’complaints are unlikely to win unless they can prove they have had the banned dye at KFC，”—Qiu explained．

 One problem for those wanting to take action against the fast food chain is that few customers ask for or keep receipts(收据)．And，this must be the first step．

 If they can prove that their health has been damaged by KFC，they can cue(控告)the company．But that would be almost impossible to do so because the Sudan I damage is a long-term effect and is not immediately apparent.

A KFC spokesperson said on Monday that the company was confdent of being able to handle customers’complaints，“We will obey legal procedure if We raceive any complaints.”

1.Why did KFC’s Beijing restaurants pull three more items from their menus?

 A.Because the company was afraid to handle customers’complaints.

 B.Because coloring Sudan I may have been contained in those items.

 C.Because the KFC’s restaurants were accused ofselling poisonous food to the customers．

 D.Because these items were no longer popular with the customers.

2.The reason why experts suggested not taking the company directly to court is that       .

A.the costs will be high

B.consumers can’t prove food contained Sudan I 

C.consumers can’t prove the food at KFC damaged their health

D.all of the above

3.This passage most probably appears in       .

A．a notice．

B．a book on cooking．

C．a story book．

D．a newspaper．

4.What is the general ieda of the passage?

A.KFC’s Beijing restaurants pulled three items from their menus last week.

B.How the consumers dealt with the KFC problem.

C.How KFC handled the customers’s complaints.

D.Consumers never forget to ask for or keep receipts.

In 1991, Kentucky Fried Chicken announced that it was officially changing its name to “KFC” as well as updating its packaging and logo(标识)with a more modern look. The public relations reason was that health-conscious consumers associated the word “fried” with “unhealthy”, causing some of them to completely avoid the wide variety of “healthy” menu items. The new title and image were designed to attract customers to a restaurant now offering foods branded as “better for you”.
It sounded good, but the real reason behind the shift to KFC had nothing to do with critical consumers. In 1990, the Commonwealth of Kentucky, trapped in debt, took the unusual step of trade marking its name. Therefore, anyone using the word “Kentucky” for business reasons would have to obtain permission and pay licensing fees to the Commonwealth of Kentucky. It was an unusual and brilliant scheme to lighten government debt, but it was also one that alienated (疏远)one of the most famous companies ever associated with Kentucky. The Kentucky Fried Chicken chain refused as a matter of principle to pay royalties on a name they had been using for four decades. After a year of fruitless talks, Kentucky Fried Chicken changed their name instead, introducing new packaging and products to hide the real reasons behind the change of the name.
Kentucky fried Chicken was not the only one who bravely refused to give in. The name of the most famous horse race in North America, held every year at Churchill Downs, was changed to “The Run for the Roses” for similar reasons.
In November 2006, KFC and the State of Kentucky finally reached a settlement over the use of the trademarked word “Kentucky”, and the restaurant chain announced it would be reusing its former name of “Kentucky Fried Chicken”.
【小题1】The public relations reason for Kentucky Fried Chicken’s updating its packaging and logo was that      .