Wily is it that students in less popular majors sometimes find it easier to get a job? Simple. It’s because they are out there in the “blue ocean"，a relatively untouched area.
The term was created by Chan Kim and Renee Manborgne, two professors
ho use it to describe less crowded parts of business and industry with little or not completion. It contrasts with the “red ocean", which is already saturated, competitive, and crowded with people or companies providing the same services or producing the same goods.
According to these two authors，the primary goal of business is to enter the “blue ocean" or create a new market. This is done by creating what no one else has. Business must come up with creative things that are useful and affordable and reduce unnecessary costs. So customers get what they want for less and sellers get a higher return on their investment. When these two are combined，it’s a catalyst(催化剂)for the blue ocean market.
McDonald’s is a popular example. Traditional restaurants have waiters，table settings，men us，and a certain type of service. McDonald’s，however，was different. It did away entirely with waiters and table service，and kept the menu limited.
But in its number of locations，speed，overall quality and child friendliness. McD0naid's did far better than traditional restaurants. In this sense，one can say that McDonald’s was a totally different concept in eating out. It met the blue ocean demand.
63. According to Chan Kim and Renee Mauborgne，“blue ocean” means .
A. crowded parts of business and industry with little competition
B. new markets which are full of competition .
C. new companies offering different services from old ones
D. certain untouched markets with few competitors
64. The underlined word "saturated” in Para. 2 probably means“ ”.
A. carry out according to an unusual method B. arrange in advance
C. be unable to take any more D. be different from the old market
65. McDonald’s success lies in .
A. its being different from traditional restaurants
B. inventing a unique business with few competitors
C. its advanced operation and management
D. its best overall quality and services
66. For a website providing information and services for new mothers，finding the “blue ocean" means . ·
A. offering something other websites don’t have
B. offering the best information and services
C. creating a new market to help the website stand out
D. looking for a unique position in the marketplace
