题型：阅读理解 题类：常考题 难易度：普通
四川省树德中学2020届高三上学期英语10月月考试卷
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.
Lily went to London with her parents for a two-week vacation. She sent postcards to her friends.
| Dear Lei Fang, London is a busy city and so many people are living here. There are always a lot of things to do. However, the subway can take you to travel all over the city. Today we went to visit Buckingham Palace and the Tower of Bridge. I will be very tired when I get home. See you soon. Love Lily | Dear Tan Xiao, I'm having a great vacation. This is an amazing city. There are lots of interesting old buildings and famous museums to visit. The people here are friendly and helpful when we get lost. The only thing that I don't like is the weather. It rains every day and it's still cold. Wish you were here! Love Lily | Dear Wang Lin, This is a beautiful city and I like it very much. You can see parks here and there. The River Thames runs in the middle of the city. My mother and I have been busy shopping. Restaurants can offer you all types of food. I've got lots of photos to show you when I get back. Love Lily |
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