大学英语四级改革适用（阅读）模拟试卷878
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McDonald\’s Going Back to Its Roots
McDonald\’s is having a bit of an identity crisis. Recently, the burger giant announced a 5.2% drop in profits for the first three months of 2014 and a 1.7% decrease in same store sales in the US. President and CEO Don Thompson emphasized that McDonald\’s would be focusing on its core products, like its Big Mac, Egg McMuffin, and its famous French fries.
Thompson\’s back-to-basics vow comes in response to the sort of menu creep the chain experienced in 2013, when it rolled out a seemingly endless stream of limited time offers, like its Mighty Wings, a steak and egg burrito (玉米卷饼), a steak breakfast sandwich and so on.
It\’s vital that McDonald\’s craft a consistent message, so customers\’ expectations are met when they choose to eat there. When McDonald\’s first got off the ground in the 1940s, it had a nine-item menu made up of hamburger, cheeseburger, soft drinks, milk, coffee, potato chips, and a slice of pie. It built its iconic (标志性的) reputation on guaranteeing that these food and beverage items would have the same great taste no matter the McDonald\’s location at which they were served.
Just as crucial, too much menu diversification, which McDonald\’s has suffered from of late, leads to longer customer wait times in an industry built on speed.
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1.How will McDonald’s deal with the identity crisis it is facing?(B)
A. Stop offering new products for good.
B. Go back to its main products.
C. Work hard to make more profit.
D. Promote its sales in the U.S.
解析：根据题干中的 identity crisis 定位到原文第一段，该段首句中提到，麦当劳正在遭遇一次身份危机。随后在该段第三句中指出，董事长兼执行总裁唐·汤普森强调说，麦当劳将专注于自己的核心产品。由此可以推知，面对此次身份危机，麦当劳将回归到其核心产品上来。故选B。
2.What did McDonald’s do in 2013?(A)
A. It offered too many limited time items.
B. It limited its offers to some extent.
C. It adjusted the prices of many products.
D. It barely diversified its menu.
解析：根据题干中的in 2013定位到原文第二段，该段中提到，汤普森宣告回归本源是为了回应麦当劳在2013年经历的菜品种类大泛滥。在2013年，麦当劳无穷尽似的推出了各种限时菜单。原文中并未提及“减少供应品种”“调整产品价格”相关的内容，故排除B、C 两项。D项中的“几乎没有丰富菜单上的菜品”显然不符合原文。A项表述与原文相符，该项中的too many 对应原文中的 seemly endless of。故选 A。
3.What was the result of McDonald’s menu diversification?(D)
A. McDonald’s made much profit from it.
B. McDonald’s service couldn’t be improved.
C. Customers’ expectations got met.
D. Customers had to wait a longer time.
解析：根据题干中的menu diversification定位到原文第四段，该段中指出，同样至关重要的是，让麦当劳近期损失不少的菜单过度多样化导致客户等待的时间延长。由此可知D项表述正确，故选 D。
4.What slowed McDonald’s service according to Penney?(A)
A. It wrongly tried to meet all people’s needs.
B. It offered smoothie and espresso.
C. Its employees worked less hard.
D. It had much more customers.
解析：根据题干中的 slowed MeDonald’s service定位到原文第六段，该段中直接引用 Penney 的话指出，他们希望对每一个人都做到面面俱到，结果却降低了服务速度。言外之意是不可能满足所有人的需求，麦当劳的这个行为本身就是不合理的。由此可知，A项表述正确，B项表述只是原因的一个微小的方面，C、D 两项并未在原文中提及，故排除。
5.What can be inferred from the last paragraph?(C)
A. McDonald’s can learn from Chipotle or Panera.
B. McDonald’s will become the next Chipotle one day.
C. McDonald’s should always be what it was at first.
D. McDonald’s does not need product innovation.
解析：根据题干中的 the last paragraph定位到原文最后一段，该段中指出，回归本源才是麦当劳需要
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