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  3. Readers of a certain age can remember a time when a trip to McDonald’s seemed like a treat and when a small bag of French fries,

Readers of a certain age can remember a time when a trip to McDonald’s seemed like a treat and when a small bag of French fries,

admin2015-02-12  38
问题     Readers of a certain age can remember a time when a trip to McDonald’s seemed like a treat and when a small bag of French fries, a plain burger and a 12-ounce Coke seemed like a full meal. Fast food wasn’t any healthier back then; we simply ate a lot less of it. How did today’s oversized appetites become the norm? It was largely the result of consumer manipulation.
    Fast food’s marketing strategies succeed only when they induce a substantial number of us to overeat. Fast food restaurants, 20 years ago, figured out that they were sustained largely by a core group of "heavy users", mostly young, single males, who ate at fast-food joints as often as 20 times a month. Soon the race was on to capture a bigger share of these customers by streamlining food production and lowering prices.
    It worked and if the marketing strategy had stopped there, we might not be the nation of fatties that we are today, but the imperatives of the marketplace are growth and rising profits, and once everybody had slashed prices to the bone, the franchises had to look for a new way to satisfy investors. And what they found was ... super-sizing.
    Portion sizes had already been creeping upward. As early as 1972, for example, McDonald’s introduced its large-size fries. Here’s how it works. Let’s say a $1.25 bag of French fries costs $1 to produce. The potatoes, oil and salt account for only 20 cents of the cost. The other 80 cents goes toward all the other expenses. If you add half again as many French fries to the bag and sell it for $1.50, the non-food expenses stay pretty much constant, while the extra food costs the franchise only 10 more pennies. The fast-food joint makes an extra 15 cents in pure profit, and the customer thinks he’s getting a good deal.
Supersizing was a response to______.
选项 A、cost efficiencies which allowed it to be feasible
B、the situation where prices could not get lower
C、better technology at streamlining production
D、demands by heavy users that portions get bigger
答案B
解析 属事实细节题。第三段末句指出：“一旦大家把价格降得低而又低，特许经销商就得另寻方法满足投资者。他们的对策是超大型号。”可见，超大型号是当价格降到最低时的一个对策。
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