In 1939 two brothers, Mac and Dick McDonald, started a drive-in restaurant in San Bernadino, California. They carefully chose a busy corner for their location. They had run their own businesses for years, first a theater, then a barbecue(烤肉) restaurant, then another drive-in. But in their new operation, they offered a new, shortened menu: French fries, hamburgers, and sodas. To this small selection they added one new idea: quick service, no waiters or waitresses, and no tips.
Their hamburgers sold for fifteen cents. Cheese was another four cents. Their French fries and hamburgers had a remarkable uniformity(一致性), for the brothers had developed a strict routine(程序) for the preparation of their food, and they insisted on their cooks’ sticking to their routine. Their new drive-in became surprisingly popular, particularly for lunch. People drove up by the hundreds during the busy noontime. The self-service restaurant was so popular that the brothers had allowed ten copies of their restaurant to be opened. They were content with this modest success until they met Ray Kroc.
Kroc was a salesman who met the McDonald brothers in 1954, when he was selling milkshake-mixing machines. He quickly saw the special attraction of the brothers’ fast-food restaurants and bought the right to franchise(特许经营) other copies of their restaurants. The agreement included the right to duplicate(复制) the menu, the equipment, even their red and white buildings with the golden arches(拱门).
Today McDonald’s is really a household name. In 1976, McDonald’s had over $ l billion in total sales. Its first twenty-two years is one of the most surprising success stories in modern American business history.
1. This passage mainly talks about _______.
A. the development of fast food services
B. how McDonald’s became a billion-dollar business
C. the business careers of Mac and Dick McDonald
D. Ray Kroc’s business talent
2. Mac and Dick managed all of the following businesses except _______.
A. a drive-in B. a theater
C. a cinema D. a barbecue restaurant
3. We may infer from this passage that _______.
A. Mac and Dick McDonald never became wealthy for they sold their idea to Kroc.
B. the place the McDonalds chose was the only source of the great popularity of their drive-in
C. forty years ago there were lots of fast-food restaurants
D. Ray Kroc was a good businessman
4. The passage suggests that _______.
A. creativity is an important element of business success
B. Ray Kroc was the close partner of the McDonald brothers
C. Mac and Dick McDonald became broken after they sold their ideas to Ray Kroc
D. California is the best place to go into business
【答案解释】
“麦当劳”是家喻户晓的世界著名快餐饮食品牌。本文介绍了Mac and Dick McDonald两兄弟最初创业及 Kroc 购买该品牌经营权, 复制和发展“麦当劳”的一些情况。
1. B。主旨题。通读全文可知本文主要介绍 Mac and Dick McDonald 两兄弟的最初创业及 Kroc 购买该品牌经营权的情况，由此可知答案为 B。
2. C。细节题。根据第 1 段第 3 句话 They had run their own businesses for years, first a theater, then a barbecue(烤肉) restaurant, then another drive-in可知答案为 C。
3. D。判断题。根据第 3 段第 2 句 He quickly saw the special attraction of the brothers’ fast-food restaurants and bought the right to franchise(特许经营) other copies of their restaurants.可以做出正确判断。
4. A。主旨题。从全文可得出结论：创造力是事业成功的重要因素。
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发表于 2016-7-24 09:46:06