题文
Reading comprehension. Holiday Inns and McDonald's, both saw unmatched growth in the 1960s. Their growth opened anotherdirect business operation-franchising (特许经营).
These operations have the same general pattern. The franchisor, the parent company, first establishes a
successful retail (零售) business. At it expands, it sees a profit potential in offering others the right to open
similar business under its name. The parent company's methods and means of identification with consumers
are included in this right. The parent company supplies skill, and may build and rent stores to franchisees.
For these advantages the franchisee pays the franchisor a considerable fee. However, some of the advantages
and disadvantages are different.
By extending a "proven" marketing method, a parent can profit in several ways. First, the franchisee's
purchase price gives the parent an immediate return on the plan. Then the sale of supplies to the franchisee
provides a continuing source of profits. As new businesses are added and the company's reputation spreads,
the value of the franchise increases and sales of franchises become easier. The snowballing effect can be
dramatic. Such growth, too, brings into play the economies of scale (规模经济). Regional or national
advertising that might be financially impossible for a franchisor with 20 franchises could be profitable for one
with 40.
The parent, then, finds immediate gains from the opportunity to expand markets on the basis of reputation
alone, without having to put up capital or take the risk of owning retail stores. Added to this advantage is a less
obvious but material one. Skilled, responsible retail managers are rare. People who invest their capital in
franchises, through, probably come closer to the ideal than do paid managers. In fact, the franchisee is an
independent store operator working for the franchisor, but without an independent's freedom to drop supplies
at will. Of course the factory's costs of selling supplies are less. But also certainly the franchisee buying goods
that have had broad consumer acceptance will not casually change supplies, even when the contract permits.
If the hamburger is not what the customer expected, they may not return. Having paid for the goodwill, the
franchisee won't thoughtlessly destroy it.
Franchising may give you the idea that as a franchisor, you need only relax in the rocking chair. Franchising,
however, has problems to be solved. 1. Franchising refers to a business operation in which a successful parent company _____. A. sells name-brand goods to a private investor
B. rents proven ideas and techniques for investment
C. sells the right, the guidance to a business under its name
D. takes no advertising responsibility for individual investors 2. The advantages of franchising to the parent company are all the following EXCEPT _____. A. an immediate investment return
B. the ownership of additional retail stores
C. the profit from the sale of supplies
D. the possibility of profitable advertising 3. The passage mainly tells the reader _____. A. the advantages and disadvantages of franchising
B. the benefits of franchising to the franchisor
C. the unmatched economic growth in the 1960's
D. some regional and national business operation 4. What will the author probably discuss after the last paragraph? A. More advantages of franchising.
B. Risks of investment besides franchising.
C. The standard of consumer acceptance.
D. Negative aspects related to franchising 题型：未知 难度：其他题型
答案
1-4: CBBD解析
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考点
据考高分专家说，试题“Reading compre.....”主要考查你对 [政治经济类阅读 ]考点的理解。政治经济类阅读
政治经济类文章的概念：
要做好这类阅读，平时就要注意了解国内外发生的政治经济大事，掌握一定背景知识，对这类文章的叙述特点及内容安排有一定了解，还要扩展这方面的词汇。阅读这类文章，要抓住文章的核心，即文章整体和各段主要在说什么，也要注意段落之间的逻辑关系。
如何备考政治经济类阅读理解题：
【题型说明】政治经济类阅读文章是高考常选材料之一。该类文章时代气息浓郁，语言鲜活，但熟字新义词、超纲词及专业词语多，长句、难句多。政治类文章大多数是同学们感性趣的内容，读起来倒有似曾相识的感觉，经济类文章读起来就像是雾里看花，文章看完，一头雾水。再加之这类文章的命题侧重于词义猜测、推理判断和文章主旨，同学们对这类题材是望而生畏。
【备考策略】建立心理优势。针对不同体裁的文章，我们要采取相应的阅读方法和技巧。政治类文章多采用记叙文形式，我们可采取“顺读法”，以便抓关键语句，领会文章主旨；而经济类文章则多采用说明文形式，我们则可以采取“逆读法”，先读试题，再从文章中查找有用信息。若遇到的确难读的材料。千万不用着急，因为你觉得难，其他人也一定是同感。在高考前，我们就要有这种心理准备，高考试卷肯定有一、两篇难以阅读的材料。不过，我们平时可以有意识地从报刊杂志上找一些较难的阅读材料来阅读，以培养自己迎难而上的心理素质。
【答题方法】
1、寻找主干：
根据英语中五种基本句型结构，把句子中的主语、谓语、宾语、表语等主要成分找出来，其他成分如定语、状语、补语等则易于理解。找到了句子主干，句子的意思至少明白了一半。
2、剔除从句：
在一个长句中可能会出现若干个从句，在理解时，如果把各个从句剔除出来单独理解，然后把大意拼凑起来，整个长句的意思就会明白六、七分。
3、辨别分句：
一个长句如果是由几个并列、转折、递进、对比关系的分句组成，句中往往有表示这些分句关系的连接词，只要能弄清楚分句和分句之间的逻辑关系，再把各层分句的意思加以连贯，整个长句的句意基本上能跃然脑中。
4、寻找关键词：
如果一个句子看完，一点句意的感觉也没有，下下策就是抓住句中的关键词，通过关键词大体弄懂这个长句的意思。
