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)
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.
Mill 180 Park is truly a park for the 2lst century, designed to copy all of the great urban parks -Central Park in New York City, Hyde Park in London and Ueno Park in Tokyo. Through the use of computerized sound and some other modern systems, we've brought the outside in, surrounding our visitors with green space and a remarkable sense of the natural world.
We spent a lot of time trying to learn why these parks are so beloved, what makes them work so well for their sponsors, and how they provide a place of rest for so many.
A wake up call for the senses |
These parks are beautiful. They provide much needed relief from the daily stress of city living in any particular moment. But with the good, every one of these parks suffer from the same shortcoming-they are not fit to live when the weather is bad. What this means is that our parks are only really available to us some of the time. |
Change in the air |
Enjoying Mill 180 Park is not weather dependent. We used modern building techniques and technology to create a park that can be enjoyed in every season, during every type of weather. |
Our focus |
While imagining the possibilities for Mill 180 Park, we focused our design process on five characteristics that were common in all of our favorite urban parks: BEAUTY: Including natural and man-made qualities, delighting the senses of visitors. GREENERY: Bringing nature to the city, with a variety of plants and green spaces. MINGLING: Providing a place for people who wouldn't normally come into contact to meet and share experiences. TRANQUILITY: Offering a place away from the noise, waste, and excitement of city life. PROGRAMMING: Serving as a site for artistic, cultural, and amusement events that bring the community together. When you visit, you'll be aware on an intellectual level that you are not in an expansive outdoor space, but your senses will tell you otherwise. |
Opening time and price |
All months of the year. Admission is free from Jan .I to Nov.30. |
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