题目
题型：上海高考真题难度：来源：
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. At 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, through, 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.
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
B. the ownership of additional retail stores
C. the profit from the sale of supplies
D. the possibility of profitable advertising
B. the benefits of franchising to the franchisor
C. the unmatched economic growth in the 1960"s
D. some regional and national business operation
B. Risks of investment besides franchising.
C. The standard of consumer acceptance.
D. Negative aspects related to franchising
答案
核心考点
试题【Reading comprehension. Holiday Inns and McDonald"s, both saw unmatched growt】；主要考察你对题材分类等知识点的理解。[详细]
举一反三
British Prime Minister David Cameron and his ministers were attending a reception hosted by Chinese
Premier Wen Jiabao in the Great Hall of the People in Beijing. They insisted on wearing poppies (罂粟花)
in their buttonholes.
What"s wrong with that?
According to the Global Times, Chinese officials apparently had asked the UK delegation not to wear
poppies. The British said that their poppies meant a great deal to them and they would wear them all the
time.
So what"s the significance of the poppy? It"s a flower which has different cultural and symbolic
meanings for British and Chinese people.
From the Chinese point of view, the poppy is a symbol of China"s humiliation (dishonor) at the hands
of European powers in the Opium Wars of the 19th century. Britain forced China to open its borders to
trade-including in the narcotic opium (a drug that affects your mind in a harmful way)-which was made
from poppies grown in India.
Yet from the British viewpoint the poppy is a reminder of the killing during World War I. Blood-red
poppies grew on the battlefields of Flanders in Belgium where many thousands of British, Belgian and
French soldiers died or were buried.Since then, Poppy Day or Remembrance Day (November 11) has
become a time in the UK to remember the sacrifices of British soldiers and civilians in times of war.
So you can see that the poppy set off strong feelings in the hearts of Chinese and British people for
different reasons. And it makes sense for us to try to understand each other"s standpoint.
Of course cultural differences can also be interesting and funny. And what one nation or nation"s
leader thinks is an acceptable gift may be viewed very differently by their guest from overseas. US
President Barack Obama famously gave a gift of an iPod to Britain"s queen-a dull person with no interest
in music. Obama also presented Gordon Brown(when Brown was British prime minister) with a fine
selection of American movies. But they were in US format and impossible to play on British DVD players.
Many countries have diplomats stationed overseas. Diplomats provide information and advice to their
governments back home. However, sometimes it would seem that even diplomats can overlook the cultural
significance of a small flower.
B. November 11
C. December 31
D. January 1
B. the British soldiers killed and buried during world War
C. the Chinese soldiers killed during World War
D. the suffering cause by British during World War
B. the language difference
C. the cultural difference
D. the different lifestyle
B. Gordon Brown was fond of American movies US President Barack Obama sent him
C. US President Barack Obama received a gift for music
D. Britain"s Queen may not like the iPod US President Barack Obama presented her
listen to their conversation:
"I can"t believe it-Lorenzo Bertolla! They are almost impossible to find. Isn"t it beautiful? And it"s a lot
cheaper than the one Sara bought in Rome."
They leave and you go over to see this incredible sweater. It"s nice and the price is right. You"ve never
heard of Lorenzo Bertolla, but those girls looked really stylish. They must know. So, you buy it. You never
realize that those young women are employees of an advertising agency. They are actually paid to go from
store to store, talking loudly about Lorenzo Bertolla clothes.
Every day we notice what people are wearing, driving and eating. If the person looks cool, the product
seems cool, too. This is the secret of undercover marketing. Companies from Ford to Nike are starting to
use it.
Undercover marketing is important because it reaches people that don"t pay attention to traditional
advertising. This is particularly true of the MTV generation-consumers between the age of 18 and 34. It"s
a golden group. They have a lot of money to spend, but they don"t trust ads.
So advertising agencies hire young actors to "perform" in bars and other places where young adults go.
Some people might call this practice misleading, but marketing executive Jonathan Ressler calls it creative.
"Look at traditional advertising. Its effectiveness is decreasing." It is true, because everyone knows an ad
is trying to persuade you to buy something. However, you don"t know when a conversation you overhear
is just a performance.
B. be heard by people around
C. be admired by other shoppers
D. decide on buying the sweater
B. an advertising agency
C. a clothing company in Rome
D. the brand name of clothes
B. The MTV generation tends to be more easily influenced by all kinds of ads.
C. That traditional advertising is too direct may lead to its decreasing effectiveness.
D. Undercover marketing will surely be banned soon by the government.
B. Lorenzo Bertolla Sweaters
C. Ways of Advertising
D. Undercover Marketing
Brown, the 1 Prime Minister, had to 2 the tears as he said his goodbyes outside of 10 Downing St. And
Cameron is the youngest UK prime minister in almost 200 years.
According to electoral rules, the leader of the party that wins a majority in Parliament becomes the new prime minister and forms the new government. If no party wins a majority, a coalition (联合) government 3 several
parties may be formed. The head of the coalition party that 4 most seats in Parliament probably becomes the
new prime minister.
In Britain"s May 6 parliamentary 5 , Cameron"s Conservative Party won the most seats, but did not get a
majority. After negotiations, with an agreement 6 between the Conservatives and the third-placed Liberal
Democrats, a governing coalition was formed.
Cameron has grown 7 a shy primary school student with 8 school reports into a famous political 9 .
He is reportedly a 10 of King William IV (1765-1837). Cameron studied at the elite Eton College, for centuries
the school 11 the choice for the nation"s wealthiest people to send their male children to. He went 12 to
Oxford University, where he graduated with a degree in philosophy, politics and economics.
Once at primary school, Cameron had the poorest school report in the class. At Eton, Cameron was a problem boy. In 1983, he was suspected of taking drugs. He was punished, and 13 ordered to copy 500 lines of Latin
text. He 14 the incident and worked harder.
Cameron was very 15 at Oxford. He captained the tennis team there. He was a member of a dining society.
After graduation, he 16 1 politics. In 2001 Cameron became a member of Parliament and in 2005, at the age of
38, was elected the leader of the Conservative Party.
Now he has been elected the head of a country 17 deep economic troubles. At least 1.3 million people have
been 18 in the serious financial crisis. British voters will be looking to see 19 the program his party has
proposed to deal with the problem 20 do anything to help.
( )1. A. latest | B. current B. hold off B. consisting of B. takes B. election B. arriving at B. of B. poor B. character B. grandson B. has been B. up B. therefore B. recovered B. positive B. took after B. facing with B. laid down B. what B. should | C. former C. hold on C. is composed of C. includes C. conference C. coming to C. from C. average C. image C. relative C. had been C. down C. nevertheless C. benefited fromfrom C. active C. took off C. faced with C. laid aside C. if C. must | D. latter D. hold out D. makes up of D. contains D. negotiation D. establishing D. for D. outstanding D. figure D. descendent D. being D. out D. however D. changing from D. enthusiastic D. took over D. faces D. laid out D. how D. need |
| 阅读理解。 | |||
| Every day, putting food on the table is a challenge for many Americans. They worry that they won"t be able to feed their families. The slowing economy, increasing unemployment and rising food prices are contributing to the growing number of people who need help. The nation"s food banks are rising to the challenge. It is estimated that they are currently serving 38% more people than they were a year ago. "In Minnesota, the jobless rate is the highest it"s been in many years," says Tricia Theurer of Second Harvest Heartland, a hunger-relief organization in Minnesota."More and more people are needing to ask for help for emergency food, many for the first time, due to economic situations." Second Harvest Heartland provides about 41.5 million pounds of food annually to 170,000 people in 59 counties in Minnesota and Western Wisconsin. The group is part of Feeding America, the nation"s food-bank network. Its members include 205 food banks serving every county in the United States. Hunger affects children, adults and seniors. It affects those who live in the city, in the suburbs and in rural areas. It affects those who do not have jobs and the working poor. The working poor are the fastest growing group of food-bank clients. They are employed, but simply do not have enough income to buy enough food to feed their families. Kids and adults can participate together in the fight to end hunger. The money you donate to the food bank may seem like too small an amount to make a difference, but a simple $1 donation can be used to distribute more than $9 worth of food. "Kids can be very creative in coming up with ideas of how to help others," says Theurer."Some kids run lemonade stands, others have asked guests to contribute food or money to Second Harvest instead of presents." | |||
| 1. Why more and more people need to be helped in the USA? | |||
| A. Because putting food on the table is a challenge for many Americans. B. Because of more people out of work and food prices rising with economy slowing. C. Because more and more farmers give up planting in the economy crisis. D. Because the clerks in nation"s food banks were out of work at present. | |||
| 2. What caused many people demand urgent food help for the first time? | |||
| A. The challenge of the nation"s food banks. B. The development of the internet. C. The development of Second Harvest Heartland. D. The worsening economic states. | |||
| 3. What population are more in need in food-bank lists? | |||
| A. Seniors in cities. B. People in rural areas. C. The poor employees. D. Children in schools. | |||
| 阅读理解。 请认真阅读下列短文，并根据所读内容在文章后表格中的空格里填入最恰当的单词。注意：每空1 个单词。 | |||
| The farm economy of the United States has changed a lot in the last seventy years. In the 1930s, twenty-five percent of the nation"s population lived on farms. Today less than one percent of Americans do. Farm incomes have changed over the years too. For example, in 1933, people living and working on farms had much less money to spend than other Americans. At that time, farm families had about one-third the income of non-farmers after all necessary expenses had been paid. By the late 1970s, however, that difference had almost disappeared. In 2004,farmers had their best year ever. The average farm family earned about eighty-one thousand dollars. That is more than the average American family, which earned about sixty thousand dollars. The Department of Labor measures the pay of industrial workers differently. It measures the average hourly and weekly pay for industrial workers. This is because factory workers are generally paid by the hour unlike farmers who earn income from their farm businesses. Generally, the average hourly pay for all industrial workers is about sixteen dollars. And the average weekly pay, about five hundred fifty dollars. Industrial and other services employ about eighty-six percent of the labor force. | |||
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