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HowaFrenchmanisrevivingMcDonald’sinEurope
A.WhenDenisHennequintookoverastheEuropeanbossofMcDonald’sinJanuary2004,theworld’sbiggestrestaurantchainwasshowingsignsofrecoveryinAmericaandAustralia,butsalesinEuropeweresluggishordeclining.OneexceptionwasFrance,whereMrHennequinhaddoneasterlingjobasheadofthegroup’sFrenchsubsidiarytosellmoreBigMacstohiscompatriots.Histaskwastoreplicatethissuccessinall41oftheEuropeancountrieswhereanti-globalisers’favouriteenemyoperates.
B.SofarMrHennequinisdoingwell.LastyearEuropeansalesincreasedby5.8%andthenumberofcustomersby3.4%,thebestannualresultsinnearly15years.Europeaccountedfor36%ofthegroup’sprofitsandfor28%ofitssales.DecemberwasanespeciallygoodmonthascustomerstooktoseasonalmenuofferingsinFranceandBritain,andtoapromotioninGermanybasedonthegameofMonopoly.
C.MrHennequin’srecipeforrevivalistobemoreopenabouthiscompany’soperations,tobe“locallyrelevant”,andtoimprovetheexperienceofvisitinghis6,400restaurants.McDonald’sisblamedformakingpeoplefat,exploitingworkers,treatinganimalscruelly,pollutingtheenvironmentandsimplyforbeingAmerican.MrHennequinsayshewantstoengageinadialoguewiththepublictoaddresstheseconcerns.
D.Heintroduced“opendoor”visitordaysineachcountrywhichbecamehugelypopular.InPolandalonesome50,000visitorscametoMcDonald’sthroughthevisitors’programmelastyear.TheNutritionInformationInitiative,launchedlastyear,putdetailedlabelsonMcDonald’spackagingwithdataoncalories,protein,fat,carbohydratesandsaltcontent.Thedetailsarealsoprintedontray-liners.
E.MrHennequinalsowantspeopletoknowthat“McJobs”,thelow-paidmenialjobsatMcDonald’srestaurants,aremuchbetterthanpeoplethink.Butsomeofhiseffortshavebackfired:lastyearhesparkedacontroversywiththeintroductionofa“McPassport”thatallowsMcDonald’semployeestoworkanywhereintheEuropeanUnion.PoliticiansaccusedthefirmofaploytomakecheaplabourfromeasternEuropemoreeasilyavailabletoMcDonald’smanagersacrossthecontinent.
F.Tostayintouchwithlocalneedsandpreferences,McDonald’semployslocalbossesasmuchaspossible.ARussianisrunningMcDonald’sinRussia,thoughaSerbisinchargeofGermany.Thegroupbuysmainlyfromlocalsuppliers.Four-fifthsofitssuppliesinFrancecomefromlocalfarmers,forexample.(SomeoftheFrenchfarmerswhocampaignedagainstthecompanyinthelate1990ssubsequentlydiscoveredthatitwas,infact,buyingtheirproduce.)AndithirescelebritiessuchasHeidiKlum,aGermanmodel,aslocalbrandambassadors.
G.InhispreviousjobMrHennequinestablisheda“designstudio”inFrancetospruceuphiscompany’sdrabrestaurantsandadapttheinteriortolocaltastes.ThestudioisnowmastermindingimprovementseverywhereinEurope.Healsosetupa“foodstudio”,wherecooksdevisenewrecipesinresponsetolocaltrends.
H.GivenFrance’sreputationasthemostanti-AmericancountryinEurope,itseemsoddthatMcDonald’srevivalinEuropeisbeingledbyaFrenchman,usingideascookedupintheFrenchmarket.ButFranceisinfactthecompany’smostprofitablemarketafterAmerica.ThemarketwhereMcDonald’sisweakestinEuropeisnotFrance,butBritain.
I.“FixingBritainshouldbehispriority,”saysDavidPalmer,arestaurantanalystatUBS.Almosttwo-thirdsofthe1,214McDonald’srestaurantsinBritainarecompany-owned,comparedwith40%inEuropeand15%inAmerica.Thecompanysuffersfromthevolatilityofsalesatitsownrestaurants,butcanrelyonsteadyincomefromfranchisees.Soitshouldsellasmanyunderperformingoutletsaspossible,saysMrPalmer.
J.M.MarkWiltamuth,ananalystatMorganStanley,estimatesthatEuropeancompany-ownedrestaurants’marginswillincreaseslightlyto16.4%in2007.Thisisstilllessthaninthelate1990sandbelowAmerica’s18-19%today.ButitismuchbetterthanbeforeMrHennequin’sreign.HeisalreadybeingtippedasthefirstEuropeancandidateforthegroup’stopjobinIllinois.NobodywouldcallthataMcJob.
NotestoReadingPassage1
1.sterling高質量的
e.g.Hehasmanysterlingqualities.他身上有許多優秀的品質。
2.menial不體面的,乏味的(工作、職業)
3.spruceup打扮整齊、漂亮、裝飾
4.mastermind指揮、謀劃(一個計劃或活動)
e.g.Thepoliceknowwhomastermindedtherobbery.警察知道是誰策劃了那次搶劫。
5.underperform表現不佳表現出低于標準的工作水平、企業出現虧本
Questions1-6
DothefollowingstatementsreflecttheclaimsofthewriterinReadingPassage1?
WriteyouranswerinBoxes1-6onyouranswersheet.
TRUEifthestatementreflectstheclaimsofthewriter
FALSEifthestatementcontradictstheclaimsofthewriter
NOTGIVENifitisimpossibletosaywhatthewriterthinksaboutthis
1.McDonaldwasshowingthesignofrecoveryinallEuropeancountriesexceptFranceafterDenisHennequintookofficeasthebossofEuro-markets.
2.Startingfromlastyear,detailedlabelsareputonMcDonald’spackaginganddetailedinformationisalsoprintedontray-liners.
3.Franceissaidtobethemostanti-AmericancountryinEurope,buttheideasofthe“opendoor”visitingdaysand“McPassport”areinventedintheFrenchmarket.
4.BritainpossessestheweakestMcDonaldmarketamongEuropeancountriesandapproximately1214McDonald’srestaurantsarecompany-owned.
5.AccordingtoDavidPalmer,arestaurantanalystatUBS,DavidHennequinshouldtreattheproblemaboutMcDonaldinBritainasthemostimportantthing.
6.DavidPalmersuggestedthatthemanagementofMcDonalodinItalyshouldsellasmanyitsoutletswhichlosemoneyinbusinessaspossibleforrevival.
Questions7-10
ChoosetheappropriatelettersA-Dandwritetheminboxes7-10onyouranswesheet.
7.Theword“sterling”inline3ofParagraphAmeans__________.
A.difficult
B.menial
C.terrible
D.excellent
8.WhichofthefollowingstatementsontheaccusationofMacDonaldisNOTTRUE?
A.Ittendstomakepeoplefat.
B.Itsoperationsareveryvague.
C.Ittendstoexploitworkers.
D.Ittendstotreatanimalscruelly.
9.WhichofthefollowingmeasurestakenbyDenisHennequinproducedundesiredresult?
A.“FoodStudio”scheme.
B.“OpenDoor”visitordays.
C.The“McPassport”scheme.
D.TheNutritionInformationInitiative.
10.WhatdidDenisHennequindosoastorespondtolocaltrends?
A.setupa“FoodStudio”.
B.establisheda“DesignStudio”.
C.hiredcelebritiesaslocalbrandambassadors.
D.employedlocalbossesasmuchaspossible.
Questions11-14
Completeeachofthefollowingstatements(Questions11-14)withwordsornumbertakenfromReadingPassage1.
WriteNOMORETHANTHREEWORDSforeachanswer.
Writeyouranswersinboxes11-14onyouranswersheet.
11.AfterJanuary2004,McDonaldwasmakingimprovementfollowingaperiodofslumpinAmericaandAustralia,butsalesinEuropewere………………………….
12.BusinessofMcDonaldinFranceandBritainwasparticularlygoodinDecembersincecustomerstookto……………………………..
13.Comparedwithothercountries,FranceisMcDonald’s……………………….nexttoAmerica.
14.…………………….ofMcDonald’srestaurantsinAmericaarecompanied–ownedandthefigureismuchlowerthanthatinBritain.
Passage2
Questions6to10arebasedonthefollowingpassage:
Thehumanbraincontains10thousandmillioncellsandeachofthesemayhaveathousandconnections.(77)Suchenormousnumbersusedtodiscourageusandcauseustodismissthepossibilityofmakingamachinewithhuman-likeability,butnowthatwehavegrownusedtomovingforwardatsuchapacewecanbelesssure.Quitesoon,inonly10or20yearsperhaps,wewillbeabletoassembleamachineascomplexasthehumanbrain,andifwecanwewill.Itmaythentakeusalongtimetorenderitintelligentbyloadingintherightsoftware(軟件)orbyalteringthearchitecturebutthattoowillhappen.
(78)Ithinkitcertainthatindecades,notcenturies,machinesofsilicon(硅)willarisefirsttorivalandthenexceedtheirhumanancestors.Oncetheyexceedustheywillbecapableoftheirowndesign.Inarealsensetheywillbeabletoreproducethemselves.Siliconwillhaveendedcarbon’slongcontrol.Andwewillnolongerbeabletoclaimourselvestobethefinestintelligenceintheknownuniverse.
Astheintelligenceofrobotsincreasestomatchthatofhumansandastheircostdeclinesthrougheconomiesofscalewemayusethemtoexpandourfrontiers,firstonearththroughtheirabilitytowithstandenvironments,harmfultoourselves.Thus,desertsmaybloomandtheoceanbedsbemined.Furtherahead,byacombinationofthegreatwealththisnewagewillbringandthetechnologyitwillprovide,theconstructionofavast,man-createdworldinspace,hometothousandsormillionsofpeople,willbewithinourpower.
6.Inwhatwaycanwemakeamachineintelligent?
A)Bymakingitworkinsuchenvironmentsasdeserts,oceansorspace.
B)Byworkinghardfor10or20years.
C)Byeitherproperlyprogrammingitorchangingitsstructure.
D)Byreproducingit.(C)
7.Whatdoesthewriterthinkaboutmachineswithhuman-likeability?
A)Hebelievestheywillbeusefultohumanbeings.
B)Hebelievesthattheywillcontrolusinthefuture.
C)Heisnotquitesureinwhatwaytheymayinfluenceus.
D)Hedoesn’tconsidertheconstructionofsuchmachinespossible.
8.Theword“carbon”(Line4,Para.2)standsfor________.
A)intelligentrobotsB)achemicalelementC)anorganicsubstanceD)humanbeings(D)
9.Arobotcanbeusedtoexpandourfrontierswhen________.
A)itsintelligenceandcostarebeyondquestion
B)itisabletobeartheroughenvironment
C)itismadeascomplexasthehumanbrain
D)itsarchitectureisdifferentfromthatofthepresentones(A)
10.Itcanbeinferredfromthepassagethat________.
A)aftertheinstallationofagreatnumberofcellsandconnections,robotswillbecapableofself-reproduction
B)withtherapiddevelopmentoftechnology,peoplehavecometorealizethepossibilityofmakingamachinewithhuman-likeability
C)oncewemakeamachineascomplexasthehumanbrain,itwillpossesintelligence
D)robotswillhavecontrolofthevast,man-madeworldinspace
Readthetextaboutcareer-planningservices.
Choosethebestsentencefromtheoppositepagetofilleachofthegaps.
Foreachgap9–14,markoneletter(A-H)onyourAnswerSheet.
Donotuseanylettermorethanonce.
Thereisanexampleatthebeginning.(0)
YourCareerPathCanLeadYouAnywhere
Weusedtobeadvisedtoplanourcareers.Weweretoldtomakeaplanduringthelaterstagesofoureducationandcontinuewithitthroughourworkinglives.(0)_____somepeoplestillseecareersinthisway.However,topursueasingleoptionforlifehasalwaysbeenunrealistic.
Planningforasinglecareerassumesthatwesetoutwithafullunderstandingofourlikesanddislikesandtheemploymentopportunitiesopentous.(9)____Formostpeoplethisdegreeofcertaintyaboutthefuturedoesnotexist.
Ourinitialchoiceofcareerpathandemployerisoftenbasedoninadequateknowledgeandfalseperceptions.Butwithageandexperience,wedevelopnewinterestsandaptitudesandourprioritiesalter.Thestructureoftheemploymentmarketand,indeedofemploymentitself,issubjecttochangeasbothnewtechnologiesandnewworksystemsareintroduced(10)_____Wemustfacetheuncertaintiesofaportfoliocareer.
Itisclearfromtherecentpastthatwecannotforeseethechangeswhichwillaffectourworkinglives.Thepaceofchangeisaccelerating,asaresultofwhichtraditionalcareerplanswillbeofverylimiteduse.(11)_____Theywillneedupdatingtoreflectchangesinourowninterestsaswellasintheexternalworkenvironment.Flexibleworkersalreadyaccountforabouthalftheworkforce.(12)______Wearelikelytofaceperiodsascontractworkers,self-employedfreelances,consultants,tempsorpart-timers.
Manyemployersencouragestafftowriteapersonaldevelopmentdevelopment(PDP)(13)_____Althoughsomepeopleuseitonlytoreviewtheskillsneededfortheirjob,aPDPcouldbethenucleusofwidercareerplan–settingoutalternativelong-termlearningneedsandaplanofself-development.
AreportissuedbytheInstituteofEmploymentStudiesadvisespeopletoenhancetheiremployabilitybymovingfromtraditionaltechnicalskillstowardstheattainmentofarangeoftransferableskills.(14)_____Instead,specialschemesshouldbeestablishedtoencouragepeopletoexaminetheireffectivenessandtoconsiderawiderrangeofneeds.
0ABCDEFGH
AThisdualeffectmeansthattherelationshipbetweenemployersandworkershasevolvedtosuchandextentthatwecannolongerexpectalong-termrelationshipwithoneemployer.
B.Itcarriesanimplicitassumptionthatweourselves,andthejobsweenter,willchangelittleduringourworkinglives.
C.Thisgrowthsuggeststhatacareerplanshouldnotbeexpressedonlyintermsoffull-timeemploymentbutshouldmakeprovisionforthepossibilityofbecomingoneofthe.
Dthisisasummaryofone’spersonallearningneedsandanactionplantomeetthem.
EConsequently,theymustnowaccommodateanumberofobjectivesandenableustoprepareforeachonacontingencybasis.
FHowever,itwarnsthatemployersoftenidentifytrainingneedsthroughformalappraisals,whichtaketoonarrowaviewofdevelopment.
G.Suchafreelanceofconsultantwouldbeconstantlyindemand.
HWewereexpectedtoworktowardsthatonecleargoalandtoconsideracareerchangeasabadthing.
