(2013·高考山东卷,D)Sparrowisafast&s-查字典问答网
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  (2013·高考山东卷,D)Sparrowisafast­foodchainwith200restaurants.Someyearsago,thegrouptowhichSparrowbelongedwastakenoverbyanothercompany.AlthoughSparrowshowednosignofdeclining,thechainwasgenerallyinan

  (2013·高考山东卷,D)Sparrowisafast­foodchainwith200restaurants.Someyearsago,thegrouptowhichSparrowbelongedwastakenoverbyanothercompany.AlthoughSparrowshowednosignofdeclining,thechainwasgenerallyinanunhealthystate.Withmoreandmorefast­foodconceptsreachingthemarket,theSparrowmenuhadtostruggleforattention.Andtomakemattersworse,itsnewownerhadnoplanstogiveitthefundsitrequired.

  Sparrowfailedtogrowforanothertwoyears,untilanewCEO,CarlPearson,decidedtobuildupitsmarketshare.Hedidasurvey,whichshowedthatconsumerswhoalreadyusedSparrowrestaurantswereextremelypositiveaboutthechain,whilecustomersofotherfast­foodchainswereunwillingtoturnawayfromthem.Sparrowhadtodevelopanewpromotionalcampaign.

  PearsonfacedabattleoverthefutureoftheSparrowbrand.Thechain’sownernowfavoredrebrandingSparrowasMarcy’srestaurants.Pearsonresisted,arguingforanadvertisingcampaigndesignedtoconvincecustomersthatvisitstoSparrowrestaurantswerefun.Suchanattempttoestablishapositiverelationshipbetweenacompanyandthegeneralpublicwasunusualforthattime.Pearsonstronglybelievedthatnumberswerethekeytosuccess,ratherthancustomers’spendingpower.Finally,theowneracceptedhisidea.

  Thecampaignitselfchangedthetraditionaladvertisingstyleofthefast­foodindustry.TheTVadsofSparrowfocusedonentertainmentandfeaturedoriginalsongsperformedbyavarietyofstars.Insteadofshowingthesuperiorityofaspecificproduct,theintentionwastoputSparrowintheheartsofpotentialcustomers.

  PearsonalsomadeotherdecisionswhichhebelievedwouldcontributetothenewSparrowimage.Forexample,heofferedtolowertherentofanyrestaurantswhichachievedacertainincreaseintheirturnover(营业额).

  Theseeffortspaidoff,andSparrowsoonbecameoneofthemostsuccessfulfast­foodchainsintheregionswhereitoperated.

  小题1:WhichwasoneoftheproblemsSparrowfacedbeforePearsonbecameCEO?A.Thenumberofitscustomerswasdeclining.B.Itscustomersfoundthefoodunhealthy.C.Itwasinneedoffinancialsupport.D.Most

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2020-06-05 19:06
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苏凤环

  小题1:C

  小题2:D

  小题3:A

  小题4:B

  小题5:B

  本文为一篇记叙文。主要讲述了Sparrow快餐店的CEOCarlPearson在Sparrow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。

  小题1:解析:选C。细节理解题。根据第一段中的第三句AlthoughSparrowshowednosignofdeclining...可知Sparrow的业绩并没下降,因此选项A“它的顾客数目在下降”是错误的;“它的顾客发现食物不健康”以及“它的大部分餐馆被关闭”在文中并未提及;而根据第一段最后一句..itsnewownerhadnoplanstogiveitthefundsitrequired.知Sparrow需要财政支持,故选项C为正确答案。

  小题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。

  小题3:解析:选A。细节理解题。根据第三段中的Suchanattempttoestablishapositiverelationshipbetweenacompanyandthegeneralpublicwasunusualforthattime.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。

  小题4:解析:选B。细节理解题。根据第四段中的TheTVadsofSparrowfocusedonenterainmentandfeaturedoriginalsongsperformedbyavarietyofstars.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Insteadofshowingthesuperiorityofaspecificproduct...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。

  小题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。

2020-06-05 19:07:07

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