首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
How to approach Reading Test Part Three • In this part of the Reading Test you read a longer text and answer six questions. • Fi
How to approach Reading Test Part Three • In this part of the Reading Test you read a longer text and answer six questions. • Fi
admin
2010-01-22
31
问题
How to approach Reading Test Part Three
• In this part of the Reading Test you read a longer text and answer six questions.
• First read the questions. Try to get an idea of what the text will be about. Then read the text quickly for general understanding.
• Then read the text and questions more carefully, choosing the best answer to each question. Do not choose an answer just because you can see the same words in the text.
• Read the article below about a fast-food chain and the questions on the opposite page.
• For each question 13- 18, mark one letter (A, B, C or D) on your Answer Sheet for the answer you choose.
Turning around a fast-food chain
Sparrow is a well-established fast-food chain, with 200 restaurants run by franchisees, and almost as many company-owned ones. Some years ago, the group to which Sparrow belonged was taken over by another company, which owned a variety of retail businesses. Although demand for a Sparrow franchise showed no sign of declining, overall the chain was in an unhealthy state. Its properties, the majority of them in small towns, needed refurbishment to stand comparison with its competitors. With more and more fast-food concepts reaching the marker, the distinctive Sparrow menu had to struggle for attention. And to make matters worse, its new owners had bought it as one of a number of companies, and had no plans to give it the investment it required.
Sparrow stagnated for another two years, until a new chief executive, Carl Pearson, decided to build up its market share. He commissioned a survey, which showed that consumers who already used Sparrow restaurants were overwhelmingly positive about the chain, while customers of other fast-food chains, particularly those selling pizzas or hamburgers, were reluctant to be tempted away from them. Sparrow had to develop a new promotional campaign - one that would enhance-the public’s perceptions of the chain and set it apart from its competitors.
Pearson faced a battle over the future of the Sparrow brand. The chain’s owner now favoured taking Sparrow’s outlets upmarket and rebranding them as Marcy’s restaurants, one of its other, better known brands. Pearson resisted, arguing for an advertising campaign designed to convince customers that visits to Sparrow restaurants were fun. Such an attempt to establish a positive relationship between a company and the general public was unusual for that time. Pearson strongly believed that numbers were the key to success, rather than customers’ spending power. His arguments won the day.
The campaign itself broke some of the fast-food industry’s advertising conventions. The television commercials played down traditional product shots - most of its competitors’ advertisements had mouth- watering shots of food - and focused instead on entertainment and humour. The usual jingles gave way to spots featuring original songs performed by a variety of stars. Instead of trying to show the superiority of a specific product, the intention was to position Sparrow in the hearts of potential customers.
Pearson hired two advertising agencies to handle this campaign, and spent a considerable time with them, discussing and developing the brief he had outlined. Once that had been agreed in detail, he left them m get on with their work. Instead of dividing responsibilities, as would normally happen when two agencies collaborate, they decided to develop a team concept, with both having equal opportunities for creative input.
Pearson also made other decisions which he believed would contribute to the new Sparrow image. He laid off 400 employees in the headquarters and company field offices, and reduced the management hierarchy. He insisted on uniformity of standards in all restaurants, and warned franchisees that if they ran untidy, unprofitable restaurants, Sparrow would dose them, or if necessary, buy them. In addition Sparrow offered to lower the rent of any franchisees who achieved a certain increase in their turnover.
These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operates.
How were Sparrow’s TV advertisements different from those of other fast-food businesses?
选项
A、They used celebrities to present the products.
B、There was very little use of music.
C、They compared the company with its competitors.
D、There were very few product shots.
答案
D
解析
转载请注明原文地址:https://kaotiyun.com/show/YjsO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
•Readthearticlebelowaboutcoherence.•Foreachquestion31—40writeonewordinthespaceonyourAnswerSheet.
•Readthearticlebelowaboutcoherence.•Foreachquestion31—40writeonewordinthespaceonyourAnswerSheet.
•Readthearticlebelowaboutcoherence.•Foreachquestion31—40writeonewordinthespaceonyourAnswerSheet.
•Readthearticlebelowaboutcoherence.•Foreachquestion31—40writeonewordinthespaceonyourAnswerSheet.
•Readthearticlebelowaboutcoherence.•Foreachquestion31—40writeonewordinthespaceonyourAnswerSheet.
•Readthetextbelowaboutbusinessonline.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerShee
•Readthetextbelowaboutbusinessonline.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerShee
•Readthetextbelowaboutbusinessonline.•Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerShee
随机试题
_______通常是指由母公司持有全部或多数股份的企业。
PleasereadthefollowingarticleinChinesecarefully,andthenwriteasummaryof200wordsinEnglishontheANSWERSHEET.Ma
A.经淋巴传播B.经血液传播C.经生殖道粘膜上行传播D.直接蔓延E.种植传播
某气雾剂公司生产的卡式炉燃气罐属于不合格产品,甲在使用燃气罐时发生爆炸,其女儿脸部大部分受伤并且留下疤痕。甲遂将厂家诉至法院,法院查明,产品缺陷是造成事故的原因。在诉讼中,甲要求被告赔偿其女儿的精神损失费。被告承认自己有错,但是不认为其应当对精神损害赔偿承
下列关于证据保全的申请和实施,错误的是()。
自耦变压器与同标准容量的普通变压器的短路阻抗有名值相等,但自耦变压器短路阻抗标幺值更小,其短路电流更大。()
美国行为主义心理学家华生认为,人的发展完全由环境决定的,这是一种__________观点。
Ifitwereonlynecessarytodecidewhethertoteachelementarysciencetoeveryoneonamassbasisortofindthegiftedfewan
以下关于ARM处理器的叙述中,错误的是()。
查看报表输出效果可以使用()命令。
最新回复
(
0
)