Sparrow is a fast-food chain with 200 restaurants. Some years ago, the group to which Sparrow belonged was taken over by another company. Although Sparrow showed no sign of declining, the chain was generally in an unhealthy state. With more and more fast-food concepts reaching the market, the Sparrow menu had to struggle for attention. And to make matters worse, its new owner had no plans to give it the funds it required.
Sparrow failed to grow for another two years. Until a new CEO, Carl Pearson, decided to build up its market share. He did a survey, which showed that consumers who already used Sparrow restaurants were extremely positive about the chain, while customers of other fast-food chains were unwilling to turn away from them. Sparrow had to develop a new promotional campaign.
Pearson faced a battle over the future of the Sparrow brand. The chain’s owner now favored rebranding Sparrow as Marcy’s restaurants. 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’ speeding power. Finally, the owner accepted his idea.
The campaign itself changed the traditional advertising style of the fast-food industry. The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars. Instead of showing the superiority of a specific product, the intention was to put Sparrow in the hearts of potential customers.
Pearson also made other decisions which he believed would contribute to the new Sparrow image. For example, he offered to lower the rent of any restaurants which achieved a certain increase in their turnover (营业额) .
These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operated.
【小题1】Which was one of the problems Sparrow faced before Pearson became CEO?
| A．The number of its customers was declining |
| B．Its customers found the food unhealthy |
| C．It was in need of financial support |
| D．Most of its restaurants were closed |
| A．Customers of Sparrow restaurants | B．Sparrow restaurants |
| C．Customers of other fast-food chains | D．other fast-food chains |
| A．To build a good relationship with the public |
| B．To stress the unusual tradition of Sparrow |
| C．To lean about customers’ spending power. |
| D．To meet the challenge from Marcy’s restaurants. |
| A．changed people’s views on pop stars |
| B．amused the public with original songs |
| C．focused on the superiority of its products |
| D．influenced the eating habits of the audience |
| A．He managed to pay off Sparrow’s debts. |
| B．He made Sparrow much more competitive |
| C．He helped Sparrow take over a company |
| D．He improved the welfare of Sparrow employees |
【小题1】C
【小题2】D
【小题3】A
【小题4】B
【小题5】B
解析【小题1】细节理解题。根据首段末句“And to make matters worse, its new owner had no plans to give it the funds it required”可知答案为C。
【小题2】词义猜测题。根据单词所在的语境句“consumers who already used Sparrow restaurants were extremely positive about the chain, while customers of other fast-food chains were unwilling to turn away from them”可知，while表示对比，前后句结构相似：那些Sparrow的顾客对Sparrow连锁很支持，而其他快餐食物连锁的顾客却不愿意离开它们。显然，此处的它们即是指其他快餐连锁。
【小题3】细节理解题。根据第三段话“Such an attempt to establish a positive relationship between a company and the general public was unusual for that time”可知，他所做广告的目的是建立公司与公众的良好关系。故选A。
【小题4】细节理解题。根据倒数第三段话“The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars”可知答案为B。
【小题5】细节理解题。根据文章末段“These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operated”可知，他的努力是成功的，使公司更具竞争力。故答案选B
科目：高中英语 来源： 题型：阅读理解
“Up until about five years ago, students at this school could have worn anything they wanted on Halloween,” said Rosemarie Nielson, a sixth-grade teacher at St. Theresa School, a Roman Catholic elementary school in the Pelham Bay section of the Bronx where there is a prohibition on toy weapons.
“When you consider all the horrific things that have happened in recent years, including 9/11, I can’t blame any school for wanting to stay away from anything that might promote violence,” Ms. Nielson said.
Mary Ellen Manniello, whose daughter, Courtney, 9, is a fourth grader at St. Gabriel School, a Roman Catholic elementary school in the Riverdale section of the Bronx, said she understood why officials had banned weapons with costumes. “They’re learning more about guns from issues in the street than educational issues.”
This year, the school has gone one step further and is prohibiting all costumes at its Halloween festivities. Ms. Manniello said it had become “a chaotic scene,” with parents helping their children change into their costumes at school.
Some parents said the no-weapons policy for Halloween costumes went too far and denied children a chance to express themselves.
“Halloween has always been the one day when it was acceptable for our children to be dressed like somebody they are not, like a cowboy or a pirate or a person from outer space, and now we’re taking that away from them,” said Laura Santoro, a nurse from New Milford, Conn., whose 7-year-old son, Johnny, is a second grader at Northville Elementary School there.
Ms. Santoro said that her son would dress as Capt. Jack Sparrow, the character played by Johnny Depp in the “Pirates of the Caribbean” movies, at the school’s Halloween party, but that he would not be allowed to take a sword — part of a policy that caught her by surprise last Halloween.
“I sent my son to school last year dressed as a special force Power Ranger, and he was told that he couldn’t take along his red laser blaster, which really surprised me, because the laser is red and made of plastic and lights up, and it could never, ever be mistaken for a real gun,” Ms. Santoro said. “I mean, come on, the whole thing is getting really sad.”
What do you think is the writer’s purpose of writing the passage?
A. To introduce to the public the no-weapons policy for Halloween costumes.
B. To state parents’ attitudes towards the no-weapons policy for Halloween costumes.
C. To tell the public that children should bring any weapons for Halloween costumes.
D. To analyse the fact that the no-weapons policy for Halloween costumes goes too far.
According to the passage, some parents understand the no-weapon policy for Halloween costumes because ____________.
A. schools should take a cautious approach to Halloween to prevent violence.
B. children are buying real guns in the street and there is always violence now.
C. those parents like to help their children change into their costumes at school.
D. children are learning more about guns from educational issues.
Which of the following is probably right according to the passage?
A. Children could bring any weapons into school five or six years ago.
B. The parents surveyed are those whose children are in elementary schools.
C. Guns are necessary on Halloween for children to express themselves.
D. Jack Sparrow is an actor who at one time acted as a pirate in a movie.
What do the underlined words “laser blaster” in the last paragraph refer to?
A. A kind of costume. B. A real gun.
C. A toy weapon. D. A kind of plastic.
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科目：高中英语 来源：2013-2014学年高考第二轮专题复习提分训练专题十七词义猜测英语试卷（解析版） 题型：阅读理解
(2013·高考山东卷，D)Sparrow is a fast?food chain with 200 restaurants.Some years ago，the group to which Sparrow belonged was taken over by another company.Although Sparrow showed no sign of declining，the chain was generally in an unhealthy state.With more and more fast?food concepts reaching the market，the Sparrow menu had to struggle for attention.And to make matters worse，its new owner had no plans to give it the funds it required.
Sparrow failed to grow for another two years，until a new CEO，Carl Pearson，decided to build up its market share.He did a survey，which showed that consumers who already used Sparrow restaurants were extremely positive about the chain，while customers of other fast?food chains were unwilling to turn away from them.Sparrow had to develop a new promotional campaign.
Pearson faced a battle over the future of the Sparrow brand.The chain’s owner now favored rebranding Sparrow as Marcy’s restaurants.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.Finally，the owner accepted his idea.
The campaign itself changed the traditional advertising style of the fast?food industry.The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars.Instead of showing the superiority of a specific product，the intention was to put Sparrow in the hearts of potential customers.
Pearson also made other decisions which he believed would contribute to the new Sparrow image.For example，he offered to lower the rent of any restaurants which achieved a certain increase in their turnover(营业额)．
These efforts paid off，and Sparrow soon became one of the most successful fast?food chains in the regions where it operated.
1.Which was one of the problems Sparrow faced before Pearson became CEO?
A．The number of its customers was declining.
B．Its customers found the food unhealthy.
C．It was in need of financial support.
D．Most of its restaurants were closed.
2.What does the underlined word“them”in Paragraph 2 refer to?
A．Customers of Sparrow restaurants.
B．Sparrow restaurants.
C．Customers of other fast?food chains.
D．Other fast?food chains.
3.For what purpose did Pearson start the advertising campaign?
A．To build a good relationship with the public.
B．To stress the unusual tradition of Sparrow.
C．To learn about customers’spending power.
D．To meet the challenge from Marcy’s restaurants.
4.The TV ads of Sparrow ________.
A．changed people’s views on pop stars
B．amused the public with original songs
C．focused on the superiority of its products
D．influenced the eating habits of the audience
5.What was Pearson’s achievement as a CEO?
A．He managed to pay off Sparrow’s debts.
B．He made Sparrow much more competitive.
C．He helped Sparrow take over a company.
D．He improved the welfare of Sparrow employees.
查看答案和解析>>
科目：高中英语 来源：2014届黑龙江哈尔滨第四中学高三上期第二次月考英语卷（解析版） 题型：阅读理解
Sparrow is a fast-food chain with 200 restaurants. Some years ago, the group to which Sparrow belonged was taken over by another company. Although Sparrow showed no sign of declining, the chain was generally in an unhealthy state. With more and more fast-food concepts reaching the market, the Sparrow menu had to struggle for attention. And to make matters worse, its new owner had no plans to give it the funds it required.
Sparrow failed to grow for another two years. Until a new CEO, Carl Pearson, decided to build up its market share. He did a survey, which showed that consumers who already used Sparrow restaurants were extremely positive about the chain, while customers of other fast-food chains were unwilling to turn away from them. Sparrow had to develop a new promotional campaign.
Pearson faced a battle over the future of the Sparrow brand. The chain’s owner now favored rebranding Sparrow as Marcy’s restaurants. 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’ speeding power. Finally, the owner accepted his idea.
The campaign itself changed the traditional advertising style of the fast-food industry. The TV ads of Sparrow focused on entertainment and featured original sons performed by a variety of stars. Instead of showing the superiority of a specific product, the intension was to put Sparrow in the hearts of potential customers.
Pearson also made other decisions which he believed would contribute to the new Sparrow image. For example, he offered to lower the rent of any restaurants which achieved a certain increase in their turnover. (营业额)
These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operated.
1.Which was one of the problems Sparrow faced before Pearson became CEO?
A. The number of its customers was declining
B. It was in need of financial support
C. Its customers found the food unhealthy
D. Most of its restaurants were closed
2.What does the underlined word “them” in Paragraph 2 refer to?
A. Customers of Sparrow restaurants
B. Sparrow restaurants
C. other fast-food chains
D. Customers of other fast-food chains
3.For what purpose did Pearson start the advertising campaign?
A. To stress the unusual tradition of Sparrow
B. To lean about customers; spending power.
C. To meet the challenge from Marcy’s restaurants.
D. To build a good relationship with the public
4.What was Pearson’s achievement as a CEO?
A. He made Sparrow much more competitive
B. He managed to pay off Sparrow’s debts.
C. He helped Sparrow take over a company
D. He improved the welfare of Sparrow employees
查看答案和解析>>
科目：高中英语 来源：2013年全国普通高等学校招生统一考试英语（山东卷解析版） 题型：阅读理解
Sparrow is a fast-food chain with 200 restaurants. Some years ago, the group to which Sparrow belonged was taken over by another company. Although Sparrow showed no sign of declining, the chain was generally in an unhealthy state. With more and more fast-food concepts reaching the market, the Sparrow menu had to struggle for attention. And to make matters worse, its new owner had no plans to give it the funds it required.
Sparrow failed to grow for another two years. Until a new CEO, Carl Pearson, decided to build up its market share. He did a survey, which showed that consumers who already used Sparrow restaurants were extremely positive about the chain, while customers of other fast-food chains were unwilling to turn away from them. Sparrow had to develop a new promotional campaign.
Pearson faced a battle over the future of the Sparrow brand. The chain’s owner now favored rebranding Sparrow as Marcy’s restaurants. 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’ speeding power. Finally, the owner accepted his idea.
The campaign itself changed the traditional advertising style of the fast-food industry. The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars. Instead of showing the superiority of a specific product, the intention was to put Sparrow in the hearts of potential customers.
Pearson also made other decisions which he believed would contribute to the new Sparrow image. For example, he offered to lower the rent of any restaurants which achieved a certain increase in their turnover (营业额) .
These efforts paid off, and Sparrow soon became one of the most successful fast-food chains in the regions where it operated.
1.Which was one of the problems Sparrow faced before Pearson became CEO?
A．The number of its customers was declining
B．Its customers found the food unhealthy
C．It was in need of financial support
D．Most of its restaurants were closed
2.What does the underlined word “them” in Paragraph 2 refer to?
A．Customers of Sparrow restaurants B．Sparrow restaurants
C．Customers of other fast-food chains D．other fast-food chains
3.For what purpose did Pearson start the advertising campaign?
A．To build a good relationship with the public
B．To stress the unusual tradition of Sparrow
C．To lean about customers’ spending power.
D．To meet the challenge from Marcy’s restaurants.
4.The TV ads of Sparrow ________ .
A．changed people’s views on pop stars
B．amused the public with original songs
C．focused on the superiority of its products
D．influenced the eating habits of the audience
5.What was Pearson’s achievement as a CEO?
A．He managed to pay off Sparrow’s debts.
B．He made Sparrow much more competitive
C．He helped Sparrow take over a company
D．He improved the welfare of Sparrow employees
查看答案和解析>>
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