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【全民英檢】閱讀理解:Burger King is Back 漢堡王谷底翻身

文章來源:全民英檢GEPT

本週我們來看漢堡王(Burger King)在經歷數年的銷售量下滑後,如何讓營業額再度回升。本文文章長度較長,正式測驗時如遇到較長文章,需留意時間上的分配,並適度利用閱讀策略以增進效率。此外,藉由文後的兩個練習題,培養對於文章細部資訊的掌握與資訊整合的能力。

 
小叮嚀
測驗時間有限,所以閱讀文章前,可先迅速瀏覽選擇題題目,有助於建立閱讀目標,並提高閱讀速度喔!
 
After several years of falling sales, Burger King is selling again.
 
Burger King is a company that sells American food. Their sales problem began when a company from Britain bought their parent company. The British executives simply did not understand hamburgers. They tried things like pizza and shrimp baskets. Although the regional shop owners, who knew what sold and what didn’t, expressed doubt about the changes, higher management failed to listen to them. As a result, sales dropped noticeably.
 
In 1993, the unhappy shop owners finally got together to tell management what was wrong. Since then, Burger King has returned to the basics: hamburgers, French fries, and drinks. The new president of the company, an American, also brought Burger King back by offering low-priced meals and a new hamburger that is similar to the McDonald’s Big Mac.
 
In 1996, Burger King’s share of the market grew from 18% to 19%. It was a small step, and Burger King was still far behind the competition, but since then the improvement has been continuous. The British are now letting Americans sell American food.
 
 
 

本文文意發展架構

 

       第一段點出全文重點
       第二段解釋下滑原因
       第三段敘述讓銷售回升的作法
       第四段說明漢堡王終於得到肯定
 
我們先來看一題「細部資訊題」:
According to this passage, what was the major cause of Burger King’s drop in sales?

A.  The British people did not like hamburgers.

B.  McDonald's was too competitive for Burger King.

C.  The regional shop owners refused to sell new things.

D.  People in management did not understand American food. 

 
本題問「漢堡王(Burger King)營業額滑落的主因」,評量掌握文章細部資訊的能力。文中提到銷售問題起因於一家英國公司買下漢堡王的總公司,而英國公司的管理階層並不了解漢堡,因此選項D為正確答案。選項A不正確,因為文中並沒有提到英國人對漢堡的喜好;選項B不正確,因為文中沒有提到麥當勞的競爭造成漢堡王銷售量下滑;選項C也不正確,文中提到當地店主對改變表示疑慮,但並未提到拒售。
 
 
接著,我們來嘗試一題「推論題」:
Which of the following helped save Burger King?
A. McDonald’s
B. The shop owners  
C. The president of the U.S.A.
D. The British government
 
本題評量統合文章內的多項資訊並進行推論的能力。與本題有關的資訊共有三點:(1)文中提到「當地店主知道什麼賣得好、什麼賣得不好」;(2)1993年這些店主終於一起告訴管理階層問題到底在哪裡,之後漢堡王回歸先前所賣的基本餐飲:漢堡、薯條與飲料」;(3)1996年漢堡王的市場佔有率從18%成長至19%」。綜合以上資訊可知,幫漢堡王轉虧為盈的是選項(B) The shop owners
 
 

 

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