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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.
71. 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
72. 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
73. 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.
74. 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
75. 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
第II卷
第四部分：书面表达(共两节，满分45分)
第一节 阅读表达 (第76、77、80题每题3分，第78题4分，79题2分，满分15分)
阅读下面短文并用英语回答问题，交答案与在答题卡相应的位置上(请注意76、77、79和80四个小题后面的词数要求)。
[1] Jean Paul Getty was born in 1892 in Minneapolis, Minnesota. He became a millionaire when he was only 24. His father was wealthy, but he did not help his son. Getty made his millions alone. He made his money from oil. He owned Getty Oil and over 100 other companies. The Fortune magazine once called Getty “the richest man in the world.”
[2]But money _________. He married five times and divorced five times. He had five children but spent little time with them. None of Getty’s children had very happy lives.
[3]Getty loved to make money and loved to save it. In spite of his great wealth, Getty was miser. Every evening, he wrote down every cent he spent that day. He even put pay telephone in the guest’s bedrooms in his house so he could save money on phone bills.
[4] In 1973, kidnappers took his 16-year-old grandson, and demanded a large amount of money for his safe return. Getty’s son asked his father for money to save his child. But Getty refused. The kidnappers were merciless and Getty’s son made repeated requests for help from his father. Finally, Getty agreed to lend the money, but at 4 percent interest.
[5] Getty started a museum at his home Malibu, California. He bought many important and beautiful pieces of art for the museum. When Getty died in 1976, the value of the collection in the museum was $1 billion. He left all his money to the museum. After his death, the museum grew in size. Today it is one of the most important museums in the United States. Getty made a large fortune in his life, but he gave his money to the art world because he wanted people to learn about and love art.
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