问题 阅读理解

Holiday Inns and McDonald’s. both saw unmatched growth in the 1960s. Their growth opened another direct business operation—franchising.

These operations have the same general pattern. The franchisor, the parent company, first establishes a successful retail business. As it expands, it sees a profit potential in offering others the right to open similar business under its name. The parent company’s methods and means of identification with consumers are included in this right. The parent company supplies skill, and may build and rent stores to franchisees. For these advantages the franchisee pays the franchisor a considerable fee. However, some of the advantages and disadvantages are different.

By extending a “proven” marketing method, a parent can profit in several ways. First, the franchisee’s purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee provides a continuing source of profits. As new businesses are added and the company’s reputation spreads, the values of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, bring into play the economies of scale. Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40.

The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation alone, without having to put up capital or take the risk of owning retail stores. Added to this advantage is a less obvious but material one, Skilled, responsible retail managers are rare. People who invest their capital in franchises, though, probably come closer to the ideal than do paid managers. In fact, the franchisee is an independent store operator working for the franchisor, but without an independent’s freedom to drop supplies at will. Of course the factory’s costs of selling supplies are less. But also certainly the franchisee buying goods that have had broad consumer acceptance will not casually change supplies, even when the contract permits. If the hamburger is not what the customer expected, they may not return. Having paid for the goodwill, the franchisee won’t thoughtlessly destroy it.

小题1: Franchising refers to a business operation in which a successful parent company          .

A.sells name-brand goods to a private investor

B.rents proven ideas and techniques for investment

C.sells the right, the guidance to a business under its name

D.takes no advertising responsibility for individual investors小题2:. The advantages of franchising to the parent company are all the following EXCEPT      .

A.an immediate investment return

B.the profit from the sale of supplies

C.the ownership of additional retail stores

D.the possibility of profitable advertising小题3: The passage mainly tells the reader          .

A.the advantages and disadvantages of franchising

B.the benefits of franchising to the franchisor

C.the unmatched economic growth in the 1960’s

D.some regional and national business operation小题4:. What will the author probably discuss after the last paragraph?

A.More advantages of franchising.

B.Negative aspects related to franchising.

C.The standard of consumer acceptance.

D.Risks of investment besides franchising

答案

小题1:C

小题2:C

小题3:B

小题4:B

题目分析:

小题1:C 细节题。由第二段1,2行The franchisor, the parent company, first establishes a successful retail business. As it expands, it sees a profit potential in offering others the right to open similar business under its name.可知。C项正确。

小题2:C 细节题。由第三段First, the franchisee’s purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee provides a continuing source of profits. As new businesses are added and the company’s reputation spreads, the values of the franchise increases and sales of franchises become easier. The snowballing effect can be dramatic. Such growth, too, bring into play the economies of scale. Regional or national advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one with 40.说明ABD三项都是这种特许经营授权经营的有点。而C项没有提及。

小题3:B 主旨大意题。文章在第一段提出了这种特许经营的模式,在2,3两段主要讲述了这种模式的优势,对于元公司和下面的特许经营特许人都有很多好的方面,故B正确。

小题4:B 推断题。文章主要讲述了特许经营特许人好的一方面,那么在接下来的文章中,自然是要讲述其特许经营的不好的方面。故选B。

点评:文章主要讲了特许经营这种20世纪中叶出现的新的营销模式,本文的难点在于学生对于经济类的阅读不熟悉

综合题

(14分)从1978年到2008年,中国改革开放已经走过30年。中国改革开放30年所取得的辉煌成就奏响了中 * * 伟大复兴的序曲。阅读下列相关资料,并回答问题。

材料一 客观的回顾中国1949年后在“大国崛起”的道路中发生的社会变迁,可以明确划分出三个相互衔接的时代脉络:

一是革命立国时代。这是以毛 * * 为代表的一代 * * 党人,开创了一个新的国家政体,为建立和巩固 * * ,所走过的时光;

二是改革建国时代。这是以邓 * * 为代表的一代 * * 党人,经过拨乱反正、改革开放,确立并实现中国经济繁荣与快速发展的新经济体制的时代;

三是和谐富国时代。这是以胡 * * 为代表的新一代 * * 党人,励精图治,承先启后,以科学发展和社会和谐为主旋律,以解决民生问题为契机,开启的中国走向全面富裕的时代。

(1)1953—1957年是新中国的重要发展阶段。这一阶段属于以上材料中的哪个时代?列举下列方面的史实论证材料所归纳的该阶段的时代特征。 

序号方面 举例历属时代
1政治制度建立人民代表大会制度、多党合作的政治协商制度、民主区域自治制度,初步构建起社会主义民主政治。 
2经济建设 
3文化政策 
材料二  1984年国庆35周年盛大阅兵,是新中国结束了长达十年的灰暗岁月后的第一次国庆阅兵。参加游行的100万各族群众欢欣鼓舞地展示着自己的工作成果和丰收果实,也将中国5年来的巨大变化展现在世界面前。游行队伍中打出的“ * * 您好”的横幅则充分表达了人民的心声。

——《新华网》

(2)“ * * 您好”表达了亿万群众爱戴领袖的心声,结合史实分析这一“心声”产生的原因。

材料三 社会主义基本制度确立以后,还要从根本上改变束缚生产力发展的经济体制,建立起充满生机和活力的社会主义经济体制,促进生产力的发展,这是改革,所以改革也是解放生产力。

——1992年春天邓 * * 南巡讲话

(3)在改革解放生产力过程中,邓 * * 是怎样引导中国的经济体制改革逐步深入的?

材料四  我国粮食人均产量变化图

(4)据材料四指出:1957—1962年、1980—1997年我国的粮食人均产量分别发生怎样的变化? 分析导致变化的主要原因。 

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