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题型:阅读理解 题类:真题 难易度:普通

2013年高考英语真题试卷(山东卷)

阅读理解

    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 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.

(1)、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
(2)、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
(3)、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.
(4)、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
(5)、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
举一反三
阅读理解

    If you've been to Europe a few times already, chances are that you've hit all the big destinations: London, Paris, Rome,Berlin.On your next trip you can either visit those same cities a second time,or instead you can take a chance and walk the streets of some cities that are a little bit smaller,a little bit less famous,but still full of European grace and charm.Here are four European cities to visit that you probably haven't been to yet.

    Besancon,France

    This hidden French city has had a long reputation for being a well-kept secret.It can be at once sleepy with few tourists but abundant galleries,restaurants,and a wonderful Beaux Arts museum whose collection is second only to the Louvre.The city is wound by the River Doubs and also touts (吹捧) its own UNESCO World Heritage Site in the Citadel,home to several small museums and a zoo.

    Seville,Spain

    For the tourist who is already tired of Barcelona and Madrid,Seville offers a different take (意见) on Spain. Located on the Southern coast,it keeps beautiful signs of the long period of Moorish rule,nowhere more than in the Alcázar palace building,just one of the city's UNESCO World Heritage Sites.Seville has over a dozen museums, tropical parkland,and probably the best tapas (餐前小吃) culture in all of Spain.

    Ghent,Belgium

    Ghent is a city that looks like it should be the setting for a fairy tale. All of the typical Belgium features abound here-waffles and beer.Every year from Saturday before July 21,Ghent hosts a ten-day festival.This music and theater festival draws almost 2 million visitors,as the city streets transform into performance spaces for performers,buskers (街头艺人) and musicians.

    Palermo,Italy

    Palermo is the capital city of Sicily,the southern island off the coast of mainland Italy.The city has an ancient history,and the various cultures that have controlled the island through the years have all left their marks on it. You can see winding street markets,antique (古玩) fairs,and open air nightclubs here.

阅读理解

Movie

Pete's Dragon

    Pete, played by Oakes Fegley, ventured into the water with his dragon pal, Elliot, in the new movie Pete's Dragon. The film brought an animated dragon, Elliot, and his human best friend, Pete, together. Shooing it took a lot of imagination for Oakes Fegley, the 11-year-old actor who played Pete, and Oona Laurence, the 13-year-old actress who played Natalie. She discovered Pete and Elliot in the woods.

    Kubo's Great Quest(寻找)

    The movie was about a young boy named Kubo, who live with his mother in a quite village in ancient Japan. After accidentally calling for a vengeful spirit from the past, Kubo set off on a heroic quest to find a magical suit of armor(盔甲) once worn by his father. Along the way, he gained two animal companions, Monkey and Beetle. Their journey was filled with magic, music, and the telling of many stories.

    Ice Age: Collision Course

    When the original Ice Age film was released in 2002, an animated herd of prehistoric animals took the world by storm. Fast-forward 14 years and the fifth movie in the Ice Age franchise(获特许经营权的企业)was hitting theaters. Ice Age: Collision Course followed those same beloved mammals that moviegoers have watched grow up. This time around, it isn't global warming that threatened the herd, but a big planet that's headed toward Earth.

    Finding Dory

    In Finding Dory, the forgetful blue tang, Dory, suffered from short-term memory loss. On Dory's journey to reconnect with her mom and dad, she made some new friends.

阅读理解

    When I was 8 years old, I decided to run away from home after a quarrel with my mother. With my suitcase(行李箱) packed and some sandwiches in a bag, I started for the front door.

    My mom asked where I was going. “I'm leaving home,” I said.

    “What's that you're carrying?” she asked.

    “Some clothes and food,” I replied.

    “If you want to run away, that's all right,” she said. “But you came into this home without anything and you can leave the same way.”

    I threw my suitcase and sandwiches on the floor and started for the door again.

    “Wait a minute,” Mom said. “You didn't have any clothes on when you arrived, and I want them back.”

    This infuriated me. I tore my clothes off — shoes, socks, underwear and all — and shouted, “Can I go now?”

    “Yes,” my mom answered, “but once you close that door, don't expect to come back.”

    I was so angry that I shut the door forcefully and stepped out of my home. Then I noticed down the street two neighbor girls walking toward our house. I was so shy that I saw the big spruce (云杉) tree in our yard and jumped under the low-hanging branches (树枝). A pile of dried-up brown needles (针状物) were beneath the tree, and you can't imagine the pain those sharp needles caused to my body.

    After I was sure the girls had passed by, I ran to the front door and knocked at it loudly.

    “It's Billy! Let me in!”

    The voice behind the door answered, “Billy doesn't live here anymore. He ran away from home.”

    Looking behind me to see if anyone else was coming down the street, I said, “Mom! I'm sorry. I'm still your son. Let me in!”

    The door opened and Mom's smiling face appeared. “Did you change your mind about running away?” she asked.

    “What's for supper?” I smiled back.

阅读理解

    Janet Guthrie and Danica Patrick, first female Indy competitor and winner

    No complaints about woman drivers. Janet Guthrie, an space engineer who was training to be an astronaut, turned to car racing when she was cut from the space program for not having completed her doctors degree. In 1977, Guthrie became the first female Indy 500 competitor. She didn't take the lead, but Danica Patrick did. In 2005 and in 2008, Patrick became the first woman ever to win an Indy Car Series.

    Raymonde de Laroche, first female licensed pilot

    A former actress who'd been born Elise Raymonde Deroche in Paris in 1882, Raymonde de Laroche was inspired to take up flying after seeing the Wright Brothers flight demonstrations in 1907 in France. Though she wasn't the first female pilot, de Laroche was the first woman to earn a pilot's license in 1910.

    Gertrude Ederle, first woman to swim across the English Channel

    On August 6. 1926. Gertrude Caroline Ederle became the first woman to swim across the English Channel. Ederle, who lived to be 98 and died in 2003, was also an Olympic swim champion and five-time world record-holder in five swimming events

    Kathrine Switzer, Nina Kuscik and Joan Benoit, first major female marathoners.

    In 1967, 20-year-old Kathrine Switzer became the first woman to run in the Boston Marathon, even though race officials had tried to stop her. Nina Kuscik became the first woman to officially win the Boston Marathon, 1972. In 1984, American Joan Benoit became the first winner of the Women's Olympic Marathon, finishing 400 meters ahead of Norway's Grete Waitz.

阅读理解

    In modern society there is a great deal of argument about competition. Some value it highly, believing that it is responsible for social progress and prosperity(繁荣). Others say that competition is bad; that it sets one person against another; that it leads to unfriendly relationship between people.

    I have taught many children who held the belief that their self-worth relied on how well they performed at tennis and other skills. For them, playing well and winning are often life-and-death affairs. In their single-minded pursuit of success, the development of many other human qualities is sadly forgotten.

    However, while some seem to be lost in the desire to succeed, others take an opposite attitude. In a culture which values only the winner and pays no attention to the ordinary players, they strongly blame competition. Among the most vocal are youngsters who have suffered under competitive pressures from their parents or society. Teaching these young people, I often observe in them a desire to fail. They seem to seek failure by not trying to win or achieve success. By not trying, they always have an excuse: "I may have lost, but it doesn't matter because I really didn't try."What is not usually admitted by themselves is the belief that if they had really tried and lost, that would mean a lot. Such a loss would be a measure of their worth. Clearly, this belief is the same as that of the true competitors who try to prove themselves. Both are based on the mistaken belief that one's self-respect relies on how well one performs in comparison with others. Both are afraid of not being valued. Only as this basic and often troublesome fear begins to dissolve(缓解)can we discover a new meaning in competition.

阅读理解

Small words may help you beat stress and improve your relationships. Use these tips to teach yourself a helpful and useful vocabulary.

I get to

"Many of us begin our day with the phrase 'I have to'," says Catherine Grace O'Connell, a self-development expert. "Changing this to 'I get to' has the possibility to change the way our day goes. "Even if you may not be happy about going to work or cooking dinner, saying that you "get to" do those things changes your attention to the positive aspects of those things.

Thank you

A lot of research has been done on why people — especially women — often don't accept compliments smoothly. Language in Society found that women only accepted compliments 40 percent of the time, and Harvard Business Review found that almost 70 percent of people connected receiving compliments with a little shame or embarrassment. Does this sound familiar? She says, "I love that dress." You say, "Oh this? I've had it for years." Or," You think? I'm not crazy about the color." We often demean (贬低) ourselves while doing this. A better way to respond: Look the person in the eye and simply say, "Thank you."

Not yet

Adding "yet" to the end of your words, especially when talking about abilities and goals. is a small but good way to change your attitude to life. "Add the word 'yet' to limiting comments," suggests Kyndall Bennett, another self-development expert. "When we do this, we allow ourselves to accept the limiting thoughts as truths," Bennett says. "Examples of this would be like, 'I can't speak a second language... yet' and 'I don't know how to run my own business... yet.'" This works for everything from weight loss to relationships; it's a way to add a certain optimism to your words.

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