题文
(2013·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' 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.
小题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.小题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.小题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 learn about customers' spending power.D．To meet the challenge from Marcy's restaurants.小题4: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. 题型：未知 难度：其他题型
答案
小题1:
小题2:
小题3:
小题4:
解析
本文讲述了一个快餐公司在濒临倒闭的情况下，在Carl Pearson的带领下重新焕发生机的故事。小题1:解析 细节理解题。根据原文 “And to make matters worse，its new owner had no plans to give it the funds it required.”可知，公司急需的是资金，故C项正确。
答案 C
小题2:解析 猜测词义题。根据原文“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...”可知，其他连锁店的顾客不愿离开他们的连锁店，此处，turn away from 表示“从……处走开”，所以from之后应该表示主语的原始位置，故选D项。答案 D
小题3:解析 推理判断题。根据原文 “...Such an attempt to establish a positive relationship between a company and the general public was unusual for that time....”可以得知“……公司想建立跟大众的友好关系”。故正确答案A。答案 A
小题4:解析 主旨大意题。 根据原文最后一段， “their efforts paid off”意为“他们的努力得到了回报”， Sparrow不久成为该地区最成功的快餐店之一。所以正确答案是B；C选项和D选项未涉及。答案 B。
考点
据考高分专家说，试题“(2013·山东卷)Sparrow is.....”主要考查你对 [人物传记类阅读 ]考点的理解。人物传记类阅读
人物传记类文章的文体特征：
人物传记是记叙文体的一种，主要描写某人的生平事迹、趣闻轶事、生活背景、个性特征、成长奋斗历程等，包含记叙文的时间、地点、人物、事件等要素。其特点是以时间的先后或事件的发展为主线，空间或逻辑线索贯穿文章始终，脉络清楚，可读性较强。
人物传记类文章的阅读策略和解题技巧：
1、把握文体特征，注意写作手法如前文所述，人物传记是记叙文体的一种，因此在阅读时要把握好时间、地点、人物和事件这四大要素。
其次，还应该注意人物传记类文章的结构多按时间顺序排列，一般采用倒叙的写作手法，有时也采用插叙和补叙等手段。弄清楚人物传记类文章的特征和写作手法，能帮助考生在阅读和回答问题时做到高效省时、准确无误。
2、抓住题干关键词，采用寻读的方法查找细节描述事实细节题是人物传记类文章的主要题型，一般常见以下几种类型：
(1)对号入座题：
这种题的答案一般在原文中可以直接找到，只要读懂文章，掌握文章中的事实，如时间、地点、事件等细节问题，就能选对正确答案。
(2)词义转换题：
这种题常常是原文有关词语和句子的转换，而不能在原文中直接找到。它要求考生能理解原文中某个短语或句子的含义，从而找到与答案意思相同的词语和句子。
(3)是非题：
该题型俗称“三缺一”题型，即题目四个选项中有三个符合文章内容，剩下一个不符合。题干多为：Which of the following isTRUE?或者三个不符合文章内容，剩下一个符合，题干多为：Which of the following…isNOTtrue?或All the following are true EXCEPT
(4)排序题：
这种题要求考生根据动作发生的先后顺序和句子之间的逻辑关系，找出事件发生的正确顺序。可采用“首尾定位法”，即先找出第一个动作和最后一个动作，迅速缩小选择范围，从而快速选出正确答案。
(5)指代理解题：
一般是在人物或事物关系比较复杂的情况下使用的一种题型，所以理清人物及事物之间的逻辑关系是关键所在。可采用“逻辑关系梳理法”，使人物或事件关系清晰条理。不管题型如何，在做事实细节题时，可采用比较实用的方法一有目的的阅读。在阅读时，首先看题目要求我们理解什么细节，找出关键词，然后以此为线索，运用寻读的技巧迅速在文章里找出相应的段落、句子或短语。认真比较选项和文中细节的区别，在正确理解细节的前提下，确定最佳答案。这样一来，既提高了阅读的速度，又能确保答案的准确率。同时，建议阅读文章时把与答案相符的句子或短语用红线标示出来，标号注上是哪一题答案的相关句子，这样在检查时就不必重新阅读整篇文章了。
3、抽丝剥茧，推理判断深层含义推理判断题主要提问那些未曾在文中说明，但已特别暗示的内容，考查考生对文章的准确理解和判断。人物传记类文章常见的推理判断题型为：
(1)细节推断题：
要求考生根据语篇关系，推断具体细节，如时间、地点、人物关系、人物身份、事件等。一般可根据短文提供的信息，或者借助生活常识进行推理判断。
(2)因果推断题：
要求考生根据已知结果推测导致结果的可能原因。考生要准确掌握文章的内涵，理解文章的真正含义。
(3)人物性格、作者态度及观点判断题：
人物传记类文章中有些是考查考生对作者的主导思想、被描写人物的语气、言语中流露的情绪、性格倾向和作者或文中人物态度、观点等方面的理解题。推理判断题要求在理解原文表面文字信息的基础上做出一定推论和判断，从而得到文章的隐含意义和深层意义。解答此类题时，要注意：
(1)吃透文章的字面意思，从字里行间捕捉有用的提示和线索，这是推理的前提和基础。
(2)对文字的表面信息进俐宅掘加工，由表及里，由浅入深。从具体到抽象，从特殊到一般，通过分析、综合、判断等进行符合逻辑的推理。不能就事论事，断章取义，以偏概全。
(3)基于文章内容，以文章提供的事实和线索为依据，立足已知，推断未知。不能主观臆想，凭空想象，随意揣测，更不能以自己的观点代替作者的观点。
(4)把握句、段之间的逻辑关系，了解语篇的结构。要体会文章的基调，揣摸作者的态度，摸准逻辑发展的方向，悟出作者的弦外之音。
(5)注意文中所用词句的感情色彩，是讽刺性的，批评性的，赞成性的，还是反对性的，以便推测作者的观点和态度。
