(2013·山东卷)Sparrow is a fast－food chain with 200 restaurants.Some years ago，the group to which Sparrow belonged was taken over by another pany.Although Sparrow showed no sign of declining，the chain was generally in an unhealthy state.With more and more fast－food concepts reaching the market，the Sparrow menu had to struggle for attention.And to make matters worse，its new owner had no plans to give it the funds it required.
Sparrow failed to grow for another two years until a new CEO，Carl Pearson，decided to build up its market share.He did a survey，which showed that consumers who already used Sparrow restaurants were extremely positive about the chain，while customers of other fast－food chains were unwilling to turn away from them.Sparrow had to develop a new promotional campaign.
Pearson faced a battle over the future of the Sparrow brand.The chain's owner now favored rebranding Sparrow as Marcy's restaurants.Pearson resisted，arguing for an advertising campaign designed to convince customers that visits to Sparrow restaurants were fun.Such an attempt to establish a positive relationship between a pany and the general public was unusual for that time.Pearson strongly believed that numbers were the key to success，rather than customers' spending power.Finally，the owner accepted his idea.
The campaign itself changed the traditional advertising style of the fast－food industry.The TV ads of Sparrow focused on entertainment and featured original songs performed by a variety of stars.Instead of showing the superiority of a specific product，the intention was to put Sparrow in the hearts of potential customers.
Pearson also made other decisions which he believed would contribute to the new Sparrow image.For example，he offered to lower the rent of any restaurants which achieved a certain increase in their turnover(营业额)．
These efforts paid off，and Sparrow soon became one of the most successful fast－food chains in the regions where it operated.
【小题1】Which was one of the problems Sparrow faced before Pearson became CEO?A．The number of its customers was declining.B．Its customers found the food unhealthy.C．It was in need of financial support.D．Most of its restaurants were closed.【小题2】What does the underlined word “them” in Paragraph 2 refer to?A．Customers of Sparrow restaurants.B．Sparrow restaurants.C．Customers of other fast－food chains.D．Other fast－food chains.【小题3】For what purpose did Pearson start the advertising campaign?A．To build a good relationship with the public.B．To stress the unusual tradition of Sparrow.C．To learn about customers' spending power.D．To meet the challenge from Marcy's restaurants.【小题4】What was Pearson's achievement as a CEO?A．He managed to pay off Sparrow's debts.B．He made Sparrow much more petitive.C．He helped Sparrow take over a pany.D．He improved the welfare of Sparrow employees.
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解析： 本文讲述了一个快餐公司在濒临倒闭的情况下，在Carl Pearson的带领下重新焕发生机的故事。
【小题1】解析 细节理解题。根据原文 “And to make matters worse，its new owner had no plans to give it the funds it required.”可知，公司急需的是资金，故C项正确。
答案 C
【小题2】解析 猜测词义题。根据原文“He did a survey, which showed that consumers who already used Sparrow restaurants were extremely positive about the chain, while customers of other fast－food chains were unwilling to turn away from them...”可知，其他连锁店的顾客不愿离开他们的连锁店，此处，turn away from 表示“从……处走开”，所以from之后应该表示主语的原始位置，故选D项。答案 D
【小题3】解析 推理判断题。根据原文 “...Such an attempt to establish a positive relationship between a pany and the general public was unusual for that time....”可以得知“……公司想建立跟大众的友好关系”。故正确答案A。答案 A
【小题4】解析 主旨大意题。 根据原文最后一段， “their efforts paid off”意为“他们的努力得到了回报”， Sparrow不久成为该地区最成功的快餐店之一。所以正确答案是B；C选项和D选项未涉及。答案 B。