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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

It's long been thought that in order to succeed in life you need to think only of yourself and ignore the needs of others. New research,however,suggests the exact opposite is true and being nice to others actually makes you more likely to be successful. The scientists found that ‘givers' were more likely to share knowledge,and in turn gain more information themselves.

    Researchers divided participants into three groups based on a personality test: givers, takers and matchers. In a social dilemma task, participants were given a made-up donation which was equal to the amount of £ 240( $400). They were then asked to decide how much of their money they would give to a shared group pool. They were told that the money in the pool would be doubled and divided equally among all group members. Thus,it would be more beneficial to the group as a whole if everyone contributed their individual donations. However, it would be more beneficial for the individual if everyone else from the group contributed,while the individual kept his or her own money. The researchers used this strategic (策略的) information sharing task to examine how much and which pieces of information participants shared:the less important and already known information or the really important information only known by the individual.

    The results showed that givers are less self-centered and self-loving than takers. Givers shared not only more money with the group, but they also shared important information. Takers on the other hand kept both the money as well as different types of information.

    The findings suggest that it may not be enough to simply provide knowledge management tools in order to make the best of knowledge exchange in a group of people. It may be necessary for leaders and managers to keep in mind the personality styles of their employees. Specifically, they should be aware that takers may keep the important information for themselves.

阅读理解

    Does your local high school have a student newspaper? Only 1 in 8 of New York's public high schools has student newspapers – and many of those are published just a few times a year. A few more are online, which can leave out poorer schools.

    Rebecca Dwarka, an 18-year-old senior who works for her student paper said, “Facebook is the new way of finding out what happened. Nobody wants to actually sit down and read a whole article about it. This makes a 'whole article' sound a little like a long sentence in lonely places.”

    I am not nostalgic about high school student newspapers and never worked for mine. I put out what was then called a personal magazine with a group of friends because we wanted to write about peace, war and rock 'n' roll without school officials warning us not to make jokes about the local officials.

    School newspapers are in decline because students now find out what happened on social networking websites. This is a little discouraging because it proves that for millions of Americans, journalism is becoming a do-it-yourself thing. Every citizen can be a reporter.

    When something happens, we look for social media messages. Facebook posts and Tweets have become the means by which citizens and reporters can prove, deny, pass on stories and express opinions without the press' challenging, researching or slowing the message.

    But truly good journalism is a craft, not just a blog post. It requires seeing something carefully and it uses an eye for details to help prove a larger view. And even journalism that conveys an opinion tries to be fair. If school newspapers begin to disappear, I hope there are other ways for students to learn that.

阅读理解

    On a Friday night, a poor young artist stood at the gate of the New York railway station, playing his violin. The music was so great that many people stopped to put some money into the hat of the young man.

    The next day, the young artist came to the same place, and put his hat on the ground gracefully. Different from the day before, he took out a large piece of paper and laid it under his hat. Then he began to play the violin. It sounded more pleasant than ever.

    Soon he was surrounded with people who were attracted by the words on that paper. It said, “Last night, a gentleman named George Sang put an important thing into my hat by mistake. Please come to claim(认领) it soon.”

    After about half an hour, a middle-aged man rushed through the crowd to the violinist and said, “Yes, it's you. I knew that you were an honest man and would certainly come here.” The young violinist asked calmly, “Are you Mr. George Sang?” The man nodded. The violinist asked, “Did you lose something?” “It's a lottery ticket(彩票),” said the man. The violinist took out a lottery ticket on which George Sang's name was seen. “Is it?” he asked. George nodded and took the lottery ticket and kissed it, then danced with the violinist.

    The violinist was a student at an arts college and had planned to attend advanced studies in Vienna. Later his classmate asked the violinist, “At that time you needed money to pay the tuition(学费) and you had to play the violin in the railway station every day to make money. Why didn't you keep the lottery ticket for yourself?” The violinist said, “Although I don't have much money, I live happily. But if I lose honesty I won't be happy forever.”

    Through our lives, we can gain a lot and lose so much. But being honest should always be with us.

阅读短文,从每题所给的A、B、C和D四个选项中,选出最佳选项。

    Many of us have had this experience: we lie down in a bed other than our own, perhaps at a friend's house or in a hotel room, and find it difficult or impossible to fall asleep. Is it because the bed is uncomfortable? Maybe, but perhaps there can be other reasons.

    According to a new study published in Current Biology, a significant reason is what the scientists call "first night effect". They believe that one side of the brain acts as a "night watch" to warn us about potential dangers. It forces us to stay awake on the first night in a new environments.

    For the study, 35 young volunteers were asked to sleep in a sleep lab for several days. Meanwhile, researchers watched their brain activities.

    According to the researchers, on their first night, the left brain was more active than the right brain and people had a hard time sleeping. However, left-brain activities decreased as days went by, falling even to the point of complete calm. In this process, the participants got an increasingly better sleep experience.

    The findings suggest that the different rhythms of the sides of the brain affect our sleep. When the two sides work differently, the balance between them is broken. Thus, the brain can't relax and is sensitive to anything strange in the surroundings, just as it is in the daytime.

    "At some level, the brain is continuing to analyze things, even though you are not aware of the analysis, " US professor Jerome Siegel told Smithsonian

    "If something unusual happens - if a door opens or you hear a key in a lock --you can be alert, even though the intensity of the stimulus (刺激强度) is quite low." More surprisingly, this phenomenon is similar to the way some animals sleep.

    The researchers think that it is the result of evolution (进化), and works to protect us in potentially dangerous environments.

    If you have ever had what you think is "first night effect", researchers suggest that you bring your own pillow or sleep in a room similar to your bedroom next time you sleep away from home.

阅读理解

    After disappearing for over 19 years, measles (麻疹) is making a comeback in America. Since January 2019, the disease has infected more than 700 people, mostly small children, and the number seems to be increasing daily.

    Measles is an infectious disease that typically begins with a high fever, cough, runny nose, and red, watery eyes. Many people also lose their appetites and feel sleepy. About three to four days after the symptoms start, the person breaks out into a rash (皮疹) that begins on the face at the hairline and then spreads to the neck and the rest of the body.

    In healthy people, the recovery, which takes between two to three weeks, starts soon after the rash begins. However, for about 40 percent of patients ­ mainly kids under the age of five or older adults ­ the disease often leads to pneumonia (肺炎), which, if left untreated, could result in death.

    The recent outbreak is thought to have been caused by travelers picking up the virus in a country where the disease is still existing and exposing it to an unvaccinated (未接种的) community in the US. In New York, it was carried back by someone who had recently visited Israel, which is currently undergoing a significant measles, while in Washington, "patient zero" was infected by a type that is currently circulating in Europe.

    To limit the spread of the disease before it gets out of hand, US health officials are attempting to educate communities with high rates of unvaccinated children. They are also urging adults to consult with their physicians and get injected if considered necessary by the doctor.

    Hopefully, health officials worldwide will be able to convince parents that vaccinating their children will protect, not harm, them.

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