Question

    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 satisfied 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 struck 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 $1 billion in total sales. Its first twenty-two years in 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(推断) 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

Answer

1.B

2.C

3.D

4.A

【解析】

文章大意：“麦当劳”是家喻户晓的世界著名快餐饮食品牌。本文介绍了麦当劳兄弟的创业经历及Ray Kroc购买该品牌经营权后复制和发展麦当劳的一些情况。

1.主旨大意题。通读全文可知本文主要介绍麦当劳兄弟创建麦当劳及Ray Kroc购买该品牌经营权后复制和发展麦当劳使其销售额超过十亿美元。故选B。

2.细节理解题。根据第1段中“They had run their own businesses for years, first a theater, then a barbecue restaurant, then another drive-in.”可知他们经营的有一家“免下车”餐馆、一家剧院和一家烧烤店，并未经营电影院。故选C。

3.推理判断题。根据第3段中“He quickly saw the special attraction of the brothers’ fast-food restaurants and bought the right to franchise other copies of their restaurants.”及最后一段中“In 1976, McDonald’s had over $1 billion in total sales.”可知Ray Kroc有敏锐的商业嗅觉，很快就发现了麦当劳兄弟快餐店独特的吸引力并购下特许经营权，且使麦当劳发展壮大。由此可推出他是个很好的商人。故选D。

4.推理判断题。根据第1段中“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.”可知在新开的“免下车”餐馆里提供菜单上只有炸薯条、汉堡和苏打汽水，且提供没有服务员的、无需小费的快速服务，这是一种创新，是商业成功的重要元素之一。故选A。