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 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.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 |
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. |
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. |
“Have a nice day!” may be a pleasant gesture or a meaningless. When my friend Maxie says “Have a nice day” with a smile, I know she sincerely cares about what happens to me. I feel loved and secure since another person cares about me and wishes me well.
“Have a nice day. Next!” This version of the expression is spoken by a salesgirl at the supermarket who is rushing me and my groceries out the door. The words come out in the same tone (腔调) with a fixed procedure. They are spoken at me, not to me. Obviously, the concern for my day and everyone else’s is the management’s attempt to increase business.
The expression is one of those behaviors that help people get along with each other. Sometimes it indicates the end of a meeting. As soon as you hear it, you know the meeting is at an end. Sometimes the expression saves us when we don’t know what to say “oh, you may have a tooth out? I’m terribly sorry, but have a nice day.”
The expression can be pleasant. If a stranger says “Have a nice day” to you, you may find it heart-warming because someone you don’t know has tried to be nice to you.
Although the use of the expression is an insincere, meaningless social custom at times, there is nothing wrong with the sentence except that it is a little uninteresting. The salesgirl, the waitress, the teacher, and all the countless others who speak it without thinking may not really care about my day. But in a strange and comfortable way, it’s nice to know they care enough to pretend they care when they really don’t care all that much. While the expression may not often be sincere, it is always spoken. The point is that people say it all the time when they like.How does the author understand Maxie’s words?
| A．Maxie shows her anxiety to the author. |
| B．Maxie really wishes the author a good day. |
| C．Maxie encourages the author to stay happy. |
| D．Maxie really worries about the author’s security. |
By saying “Have a nice day,” a stranger may _____.
| A．try to be polite to you |
| B．express respect to you |
| C．give his blessing to you |
| D．share his pleasure with you |
According to the last paragraph, people say “Have a nice day”_______.
| A．sincerely | B．as thanks |
| C．as a habit | D．encouragingly |
What is the best title of the passage?
| A．Have a Nice Day—a Social Custom. |
| B．Have a Nice Day—a Pleasant Gesture. |
| C．Have a Nice Day—a Heart-warming Greeting. |
| D．Have a Nice Day—a Polite Ending of a Conversation. |
I had the meanest mother in the whole world. While other kids ate candy for breakfast, I had to have porridge, eggs or toast. When others had Cokes and candy for lunch, I had to eat a sandwich. But at least I wasn’t alone when I was sad. My sister and two brothers had the same mean(刻薄的) mother as I did.
My mother preferred to know where we were all the time. She had to know who our friends were and where we were going. We had to clean clothes and take a bath every day. The other kids got to wear the same clothes for days. We could not lie in bed “sick” in order to miss school.
The worst is yet to come. We had to be in bed by nine each night and get up at eight the next morning. We couldn’t sleep till noon like our friends. So while they slept, my mother was brave to break the Child Labour Law. She made us work. We had to wash dishes, make beds, and learn to cook and all sorts of things at home. I believe she lay awake thinking up all things for us to do.
My mother was a complete failure as a mother. Two of her children received higher education. None of us have ever been arrested (taken away by the police) or divorced. She forced us to grow up into educated and honest adults. I am trying to raise my three children this way. I am filled with pride when my children call me “mean”. Why? Because now I thank God every day for giving me the meanest mother in the world.How many children does the writer’s mother have?
| A．Four | B．Two | C．Three | D．Six |
What can you infer(推测) from the passage?
| A．My family was rich, so I ate a sandwich for lunch. |
| B．My mother was a great success. We love her. |
| C．If we didn’t want to go to school, the best way was to pretend to be sick. |
| D．We needn’t share the housework at home. |
The best title for this passage may be________.
| A．My childhood | B．The meanest mother |
| C．I do as my mother did | D．Unforgettable memories |
One of my wonderful memories is about a Christmas gift. Unlike other gifts, it came without wrap(包装).
On September 11th. 1958. Mum gave birth to Richard. After she brought him home from hospital, she put him in my lap, saying. "I promised you a gift, and here it is. " What an honor! I turned four a month earlier and none of my friends had such a baby doll of their own. I played with it day and night. I sang to it. I told it stories. 1 told it over and over how much I loved it!
One morning, however, I found its bed empty. My doll was gone! I cried for it. Mum wept and told me that the poor little thing had been sent to a hospital. It had a fever. For several days, I heard Mum and Dad whispering such words as "hopeless", "pitiful", and "dying", which sounded ominous.
Christmas was coming. "Don’t expect any presents this year." Dad said, pointing at the socks I hung in the living room. "If your baby brother lives, that'll be Christmas enough. " As he spoke, his eyes filled with tears. I'd never seen him cry before.
The phone rang early on Christmas morning. Dad jumped out of bed to answer it. From my bedroom I heard him say. "What? He's all right?" He hung up and shouted upstairs. " The hospital said we can bring Richard home!"
"Thank God.'" I heard Mum cry.
From the upstairs window, I watched my parents rush out to the car. I had never seen them happy. And I was also full of joy. What a wonderful day! My baby doll would be home. I downstairs. My sacks still hung there flat. But I knew they were not empty; they were filled with love!what happened to the author on September 11 1958 ?
| A．He got a baby brother |
| B．He got a Christmas gift |
| C．He became four years old |
| D．He received a doll |
What does the underlined word “ominous” in Paragraph 3 probably mean？
| A．Impossible. | B．Boring |
| C．Difficult | D．Fearful |
Which word can best describe the feeling of the father when Christmas was coming?
| A．Excitement. | B．Happiness. |
| C．Sadness. | D．Disappointment. |
What is the passage mainly about ?
| A．A sad Christmas day |
| B．Life with a lovely baby |
| C．A special Christmas gift. |
| D．Memories of a happy family |
任务型阅读（共10小题;每小题1分，共10分）
I used to be the messiest person alive．Over the years, through watching others and by trial and error, I have finally found ways to come up with plans, organize them and follow through with them．
Make an outline of everything you need to have and do to make your plan happen．Make a list of all of the steps that need to be accomplished and think about what needs to be done．
Detail everything thoroughly and read over it so you can start coming up with some mental solutions of how to carry out your plans．
You should ensure that if for some reason way one doesn’t work, you have way two and way three to lean back on．Therefore, different ways are needed at hand．It’s just a matter of being organized．Chances are that there is always more than one way of doing things, and chances are that if one of those ways doesn’t work, one of the other ones will．
Committing yourself to finishing at least part if not all of your plan at once is also necessary．It will show that you not only have initiative to get things rolling, but that you are interested in the results obtained with making the move to get everything done．
If you make a commitment to finish before a specific time, make sure that you carry that out, and be sure to do everything in the way you said you would, within the time-frame you set for yourself．
Don’t try to tackle more things all at a time．All that does is delay your progress, distract you and make you lose your interest, motivation and energy．
Carrying out an effective plan requires being as organized as possible．You will only achieve this by sticking to the order of the plan and not deviating or trying to do more at a time．
Last but not least, you should never abandon things mid-project．It will only annoy everyone around you including yourself．Unfinished plans are a waste of time, energy and, in some cases, even money．
So, don’t be afraid of organization．The older we get, the more necessary it becomes to have the skills to follow through with confidence and to be able to carry through plans in an organized and manageable way．It pays to be organized, after all．
| Title: Tips on how to be |
||
| Tips |
Details |
|
| ◆List everything you need ◆List the |
To make your plan happen |
|
| Prepare three |
To |
|
| Do everything |
To show yourself you are determined to get things started and caring about the results. |
|
| Do one thing at once |
Stick to the order of your plan |
To save your interest, motivation and energy |
| Finish what you have started |
To get your plan |
|
| You shouldn’t be afraid of organization because it’s really worthwhile． |
||
The iPhone, the iPad, each of Apple’s products sounds cool and has become a fad (一时的风尚). Apple has cleverly taken advantage of the power of the letter “i” – and many other brands are following suit. The BBC’s iPlayer – which allows Web users to watch TV programs on the Internet –adopted the title in 2008. A lovely bear – popular in the US and UK – that plays music and video is called “iTeddy”. A slimmed-down version of London’s Independent newspaper was launched last week under the name “i”.
In general, single-letter prefixes (前缀) have been popular since the 1990s, when terms such as e-mail and e-commerce first came into use.
Most “i” products are targeted at young people and considering the major readers of Independent’s “i”, it’s no surprise that they’ve selected this fashionable name.
But it’s hard to see what’s so special about the letter “i”. Why not use “a”, “b”, or “c” instead? According to Tony Thorne, head of the Language Center at King’s College, London, “i” works because its meaning has become ambiguous. When Apple uses “i”, no one knows whether it means Internet, information, individual or interactive, Thorne told BBC Magazines. “Even when Apple created the iPod, it seems it didn’t have one clear definition,” he says.
“However, thanks to Apple, the term is now associated with portability (轻便) .”adds Thorne.
Clearly the letter “i” also agrees with the idea that the Western World is centered on the individual. Each person believes they have their own needs, and we love personalized products for this reason.
Along with “Google” and “blog”, readers of BBC Magazines voted “i” as one of the top 20 words that have come to define the last decade.
But as history shows, people grow tired of fads. From the 1900s to 1990s, products with “2000” in their names became fashionable as the year was associated with all things advanced and modern. However, as we entered the new century, the trend inevitably disappeared.People use iPlayer to __________.
| A．listen to music | B．make a call |
| C．watch TV programs online | D．read newspapers |
We can infer that the Independent’s “i” is aimed at __________.
| A．young readers | B．old readers |
| C．fashionable women | D．engineers |
The underlined word “ambiguous” means “__________”.
| A．popular | B．uncertain |
| C．definite | D．unique |
Nowadays, the “i” term often reminds people of the products which are __________.
| A．portable | B．environmentally friendly |
| C．advanced | D．recyclable |
The writer suggests that __________.
| A．“i” products are often of high quality |
| B．iTeddy is alive bear |
| C．the letter “b” replaces letter “i” to name the products |
| D．the popularity of “i” products may not last long |