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  3. Forget football. At many high schools, the fiercest competition is between Coke and Pepsi over exclusive "pouring rights" to sel

Forget football. At many high schools, the fiercest competition is between Coke and Pepsi over exclusive "pouring rights" to sel

admin2013-11-29  59
问题     Forget football. At many high schools, the fiercest competition is between Coke and Pepsi over exclusive "pouring rights" to sell on campus. But last week Jeffrey Dunn, president of Coca-Cola Americas, called a timeout: Coke’s machines will now also stock water, juice, and other healthful options--even rival brands and their facades will feature school scenes and other "noncommercial graphics" instead of Coke’s vivid red logo. "the pendulum needs to swing back" on school-based marketing, said Dunn.
    Coke’s about-face--particularly the call to end the exclusive deals that bottlers make with school districts--comes amid rising concern over kids’ health: American children are growing ever more obese and developing weight-related diseases usually found in adults. While inactivity and huge helpings factor heavily, a recent study in the Lancet fingered soda pop as a likely culprit. Communities--and legislators--are already on the case. Last year, for instance, parents in Philadelphia detailed a proposed contract with Coca-Cola that would have netted the school system $ 43 million over 10 years. And in a searing’ report to congress last month, the U. S. Department of Agriculture recommended that all snacks sold in schools meet federal nutrition standards (the requirements are loose enough that Snickers bars qualify).
    Spare change? Activists hope Coke’s capitulation will help curb commercialism in schools altogether. From ads on Channel One, which broadcasts current-affairs programs on classroom TV, to middle-school math texts that cite Nike and other bran-name products in their word problems, to company-sponsored scoreboards on football fields, American pupils are bombarded. But Andrew Hagelshaw, executive director of the Oakland, Calif.-based Center for Commercial-Free Public Education, views Coca-Cola’s policy shift as a "partial victory". Schools sign contracts with local bottlers; the parent company can only urge them to back off. Moreover, Coke’s machines will remain in place, although with healthier options.
    And don’t expect teenagers to suddenly swear off the stuff--or school districts to give up the revenue. At Wheeler High School in Marietta, Ga., where students arrive before 7 a.m. and stay as late as 11 o’clock at night, they rely on the machines. And the $ 50,000 in annual vending revenues have enabled Principal Joe Boland to refinish the gym floor, in- stall a new high-jump pit, and pay $ 7,000 for two buses.  "If someone made an offer to me to take the machines out, I’d consider it," says Boland.  "But nobody’s offering me any money."
The phrase "back off" in boldface in this context probably means ______.
选项 A、to keep promise of fulfilling the contracts
B、to avoid making as many deals as before
C、to refrain from doing .business with schools
D、to yield in claims while making a contract
答案D
解析 从第三段的内容可知，学校是与当地的小批发商(local bottlers)签约的，总公司只能要求(而无法保证)这些小批发商签约时做些让步；因此D项“签约时降低要求”为正确答案。
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