UnitOne

ReadingSkills

RetainingConceptsandOrganizingFacts

Efficientreadingdemandmorethansimplyrememberingfacts.Itrequiresthe

readertoretainconceptsandorganizefact.Aconsciousreadermustcombinefactand

ideasmentally,makegeneralizationsandgaingreaterinsightanddeeper

understandingfromallhisreading.Thecombiningprocessismadeeasierifhe

understandshowfactsandideasareorganizedinwriting.

Animportantpointtorememberisthatwritersoftenorganizetheirsupporting

detailsaccordingtosomeparticularpattern.Theirthoughtsdonotwanderaimlessly;

insteadtheyaredevelopedlogically.

Youmayrecognizethefollowingfivemethodsoforganizingdetails:

1.Orderofimportance.Whenawriterwishestoplacemoreemphasisonaparticular

supportingdetail,hewillusethisorganizationalpattern.

2.Orderoftime:Timeorder,oftencalledchronologicalorder,isusedoftenby

historians,fictionwriters,andjournalists.

3,orderofspatialdevelopment:Thisistheordermostfrequentlyusedindescription.

Detailsarearrangedthewaytheyareseenfromaparticularadvantagepointsothat

thereadermayfollowthedescriptioneasily.

4.Orderofcauseandeffect:Whenonethingistheresultofsomethingelse,awriter

usescauseandeffectdevelopment.

5.Orderofcomparisonandcontrast:Factswhicharecomparedorcontrastedare

ofteneasiertorememberthanthosewhicharesimplylisted.Thispatternisespecially

suitedtowritingabouttheunfamiliarorthecomplicated.

Nowreadthepassageandfigureouthowthewriterorganizedthe

concept.Choosetheanswerthatistheclosestmatch.

1.Thethirdparagraphtotheseventhparagraphretainedthemainideaof.

A.thechangerolesoftheThames

B.theloveoftheThamesofdifferentpeople

C.differentimpressionsoftheThamestodifferentpeople

D.thedifferentrolestotheLondoners

2.Thewriterorganizedthe13paragraphin.

A.orderofcomparisonB.orderoftime

C.orderofcauseandeffectD.orderofspatial

3.WhenthewriterillustratedthedangerwhichtheThamesbroughttotheLondoner,

heorganizedtheconceptinorder?

A.spatialB.causeandeffectC.comparisonD.importance

4.ThefirstpartofthisarticletelluswhattheThamesbringtoLondonerby

A.comparisonandcontrastorderB.importanceorderC.timeorderD.spatialorder

5.ThefourteenparagraphtellthereaderShakespeare'stombbyorder?

A.timeB.spatialC.importanceD.comparison

TEXT

AlongtheMightyThames

TheThamesisthelongestriverinEngland,running352kilometersfromwhere

itrisesintheCotswoldHillinGloucestershiretotheNorthSea.Itisalittleriver

comparedtothe4,150kilometer-longNile,the3,900kilometer-longAmazonorthe

3,800kilometer-longMissouriandMississippi.

YettheThameshasshapedthehistoryofEnglandasnootherriverhas.Without

it,therewouldhavebeennoLondonasweknowittoday,whentheRomansfirstsaw

theThamesatLondon,theforestscamedowntothemarshybanks.They,likethe

tribesthatlivedalongtheThamesbeforetheirarrival,andallthosewhofollowed

them,usedtheriverasahighway,andtheybuilttheprincipalcityoftheirnewly

conqueredprovinceonitsnorthbankandcalleditLeninism.

Today,theThamesmeansdifferentthingstodifferentpeople.

Rowersconsiderita“sportingriver”.InMarchofeachyear,thousandsof

spectatorslineitsbankstowatchtheOxford-CambridgeBoatRace.

Paintersandwritersregardtheriverasasourceofinspiration.TheEnglishman,

Turner,theFrenchman,Monet,theItalian,Canaletto,andtheAmerican,White,

painteditcountlesstimesandtheirimpressionsoftheriverinallseasonsmaybe

viewedinworksthathangonthewallsofmuseumsthroughouttheworld.Someof

thegreatestofEnglishpoetsPope,SpenserandWordsworthwrotepoems

praisingtheThames.TheriverfeaturesstronglyinthenovelsofsuchnotableEnglish

writersasDickens,ConradandJoyceCary,althoughthetwomostfamousbooks

abouttheThamesareacomicmasterpiececalledThreeManinaBoatbyJerome

K.JeromeandafantasyforchildrencalledTheWindintheWillowsbyKenneth

Grahame.

Formenofcommerce,theThamesisaworkingriver.Morethanathousand

shipsaweekputinatLondon's152kilometersofdockland,makingLondon

England'sbiggestport,especiallyfortimber,paper,bulkwineandgrainimports.

ButwhiletheThamesisagreatbenefittoLondonandLondoners,itcanalsobe

adangerousenemyChiefamongitsdangersisflooding.Therewerefloodsin894,

1915,1928(inwhichliveswerelostinRotherhitheandPilicoandresidentsof

Hammersmithhadtwometersofwaterintheirbasements),1947,1953(when58

peopleweredrowned,manyItheirownhomes)and1963.

Tocombatthisdanger,theGreatLondonCouncil,in1972-3,builtabarrier523

meterswidetopreventtheThamesfromflooding.Thisistheworld'slargestmovable

floodbarrier,andconsistsofaseriesofenormoussteelgatesbetweenconcretepiers

whichhousethehydraulicmachinery.Undernormalconditions,thegateslieonthe

riverbedsothatshippingcanpassabovethem.Butintheeventofa“surgetide”from

theNorthSeaorabuildupofwatercausedbymeltingsnowandraininthespring,the

barriercanbeclosedwithinthirtyminutesofawarning.Duringthistime,thegateson

theriverbedareturned90degreessothattheystandeighteenmetersabovetheriver's

surface.

TheThameswillcontinuetoplayanimportantpartinthelifeofLondonand

Londoners.Asyoureadthispassage,a￡150,000,000,000developmentforthearea

oftherivercalledtheSurreyDocksisunderway,asisasimilarlyimmense

redevelopmentschemefortheoldStKatherine*sDockarea.Largeofficebuildings,

skyscrapersandartandrecreationcomplexesarerisingtochangetheskylineof

London.

SomeLondonersareworriedaboutthechangesthataretakingplacealongthe

Thames.Otherspointoutthatnomatterwhatchangescomeabout,Londonerswill

alwaysbeabletoseereflectedfromthewater'ssurfacetheHousesofParliament,the

SouthBankCenter,EmbankmentspikedbyCleopatra'sneedle,offices,docks,pubs,

parks,powerstationsandbridges.Forthesepeople,theThameswillalwaysmirror

theebbandflowofLondonlife.

ShakespeareCountry

Thetouristtrail,forvisitorstoEngland,oftengoesstraightfromLondonto

Stratford.Thisoldmarkettown,Stratford-upon-Avon,thebirthplaceofWilliam

Shakespeare,hasbecomeoneoftheworld'smostfamoustouristcenters.FromApril

toOctober,itattractsthousandsofvisitorswhocometotracethepoet'slifefromthe

cradletothegrave.

Stratfordisbestexploredonfoot,andthemainpointsofinterestcanbeseenin

awalktakingabouttwohours.FromShakespeare'sbirthplace,ahalf-timberedearly

sixteenth-centurybuildinginHenleyStreet,therouterunsdownBridgeStreetto

CloptonBridge,builtinthefifteenthcentury.Fromthebridgearoadonthewestbank

passestheredbrickShakespeareMemorialTheatre,builtin1932.

InStratford-upon-Avon,thepoetwasbominahouseinHenleyStreetin

1564.Thehousewashisfather'shomeandworkshop,andinShakespeare'slifetimeit

wastwoseparatebuildings.Builtintheearlysixteenthcentury,itisatypical

middle-classdwellingoftheperiod;half-timbered,withthespacesbetweenitsstrong

oakframingfiledinwithsticks,roadsandplatter.

ThegardensoftheShakespeareMemorialTheaterrundowntotheriverbank.

Onthesouthside,agateleadsbacktoSouthernLaneandtothethree-linedapproach

toHolyTrinityChurch.Thisbeautifuldistrictchurchoverlookingtheriveris

Shakespeare^burialplace.Histombandthoseofsomeofhisfamilyaremarkedby

simplecarvedstonesinfrontofthealtar.

ManyhotelsandshopsinStratford-upon-Avonhavebeenrebuiltinthe

half-timberedstyle,withblackbeamscriss-crossingwhitewashedwalls.Other

buildings,includingthepropertiesthatbelongtotheShakespeareBirthplaceTrust,

havebeencarefullyrestoredtotheiroriginalcolorthevisitortoStratford-upon-Avon

SeesmuchofthetownanditssurroundingsasitwasinShakespeare9slifetime.

Shakespeareneverlosttouchwithhishometown,evenattheheightofits

successasaplaywrightinLondon.Readersofhisplaysandpoetrywilldiscoverthat

muchinhisworksderivesfromStratford-upon-Avon\busystreetsandpeaceful

countryside.Asaboy,Shakespearehadonmarketdaysnotedthemanners,dress,and

speechoftradesmen,farmers,milkmaids,lawyers,and,mostimportant,thetroupesof

actorswhocametoperformtheirplays.Itisnowonderthatmanycriticsbelievethat

itwasStratford-upon-Avon,intheheartlandofEngland,thatshapedthemanwhois

generallyregardedasthegreatestpoetintheEnglishlanguage.

(1091words)

Notes課文注釋：

Cleopatra'sneedle克婁巴特拉方尖碑，共兩個，以古埃及女皇Cleopatra的名字

命名。埃及的國家元首于1878年作為禮品分別把他們贈送給英國和美國。

Shakespeare莎士比亞，英國詩人和劇作家

Specialdifficulties:^^：

1.feature,character,characteristic,&personality

feature通常指外貌的特征或特別的、附加的、有吸引力的東西。

Hereyesareherbestfeature.她的眼睛是她容貌最美的?部分。

character指成年人已經(jīng)充分發(fā)展的生活方式，而且往往與品格有關(guān)。

Hischaracterisverydifferentfromhiswife's.他和他妻子的性格迥然不同

characteristic指某物的任何方面，不涉及全局的重要性，但常指有代表性的一個

側(cè)面，常用于科技領域。

Greedisamiser'spreponderantcharacteristic.貪婪是一個守財奴的主要特點。

Seahorsehasbothfemaleandmalecharacteristics.海馬是雌雄同體的特征。

personality偏重指一個人表現(xiàn)出來的無法明確闡述的整個情緒方面的特點，不與

形容詞連用時表示情感上的吸引力。

Herclothingissuggestiveofanadventurouspersonality.

她的服飾顯示了她愛冒險的個性。

Hiseveryphraseissaltedwithpersonality.

他的一言一語都帶有個性。

2.combat,conflict,contest,,fight

這些名詞都是指兩個對立勢力為了取得勝利或優(yōu)勢而進行的爭斗。

combat通常指兩個人或軍隊之間的遭遇戰(zhàn)：

"(Alexanderhadappearedtohim,armedforcombat"

“亞歷山大大帝全副武裝的出現(xiàn)在他面前”。

conflict用于指敵對組織的公開的戰(zhàn)爭或?qū)α萘﹂g的內(nèi)部斗爭：

“Fortunatelyanalysisisnottheonlywaytoresolveinnerconflicts.Lifeitselfstill

remainsaveryeffectivetherapist”.

“幸運的是分析并不是解決內(nèi)部沖突的唯一方法，生活本身就是一種非常好的治

療方法”。

contest可以指友好的競爭也可以指帶有敵意的斗爭：

Hetookpartinthecompositioncontestandwonaprize.

他參加作文比賽并得了獎。拼寫比賽；

Abittercontestdevelopedbetweenthetwomenforthatposition.

那兩個人為得到這一職位展開了激烈的競爭。

fight通常指身體的或象征性的沖突，包括指個人的不幸：

Afightwasscheduledbetweentheworldboxingchampionandthechallenger.

世界拳擊冠軍和挑戰(zhàn)者之間將有?場比賽。

“ThereisnothingIloveasmuchasagoodfight”(FranklinD.Roosevelt).

“我最喜歡的就是一場漂亮的戰(zhàn)爭”。

KeyWords重要詞匯

1.theebbandflow潮起潮落,興衰

2.comic喜劇,滑稽劇

3.fantasy幺J想

4.spiked有尖頂?shù)模慑F形的

5commerce商業(yè)

6.troupe戲班子；馬戲團

7.bulk容積，體積；厚度；大批的，大部分，主要部分，大多數(shù)

8..combat爭斗，戰(zhàn)斗，抗爭

9.surge巨涌，洶涌，澎湃，顛簸，猛沖

lO.derive由…而來,源出

Comprehensionofthetext:

1.Choosetheonebestanswerfromthefourchoicestomakesureyou

haveunderstoodthearticle.

1.Accordingtotheauthor,peoplewholivedalongtheThamesbeforetheRoman's

arrivalhaduseditfor

A.transportation

B.fishing

C.boatracing

D.creatingtheartwork

2.TheauthordoesnotsaythattheThamesis

A.abenefittotheLondoners

B.anenemytotheLondoners

C.abusinesscentertothemenofcommerce.

D.leadinganimportantroletotheLondoners

3.TopreventtheThamesfromflooding,theLondoners

A.builthydraulicmachinery.

B.builtamovablefloodbarrier.

C.builtasteelgatebetweenconcrete

D.builtastrongdamontheriver

4.Whenthereisnoflood,shipsmaypass

A.abovethegates

B.belowthegates.

C.throughthegates.

D.Noneofabove

5.ThevisitorisadvisedtogoaroundStratfordby.

A.takingatourbus

B.takingacarriage

C.walking

D.takingaship

2.Pleaseanswerthefollowingquestionsinyourownwords.

Remember:youranswershouldbewithin10wordsinlength.

1.WhatmakestheThamesauniqueriver?

2.WhathavetheBritishpeopledonetosolvethemainproblemwiththeThames?

3.WhydosomanypeoplewanttovisitStratfordeveryyear?

4.WhythewriterindicatesthattheThamesisofgreatimportancetotheLondoners,

life?

5.HowdidtheThames'floodingcausedby?

3.TranslatethefollowingsentencesintoChinese.Yououghttorefer

backtothearticleforanexactunderstandingofthesentence.

1.YettheThameshasshapedthehistoryofEnglandasnootherriverhas.

2.Withoutit,therewouldhavebeennoLondonasweknowittoday,whenthe

RomansfirstsawtheThamesatLondon,theforestscamedowntothemarshybanks.

3.TheriverfeaturesstronglyinthenovelsofsuchnotableEnglishwritersasDickens,

ConradandJoyceCary,althoughthetwomostfamousbooksabouttheThamesarea

comicmasterpiececalledThreeManinaBoatbyJeromeK.Jeromeandafantasyfor

childrencalledTheWindintheWillowsbyKennethGrahame.

4.Butintheeventofa“surgetide^^fromtheNorthSeaorabuildupofwatercaused

bymeltingsnowandraininthespring,thebarriercanbeclosedwithinthirtyminutes

ofawarning.

5.Shakespeareneverlosttouchwithhishometown,evenattheheightofitssuccess

asaplaywrightinLondon.

ReadingPractice（模擬閱讀）

1ReadinginDepth

Directions:Thereare2passagesinthispractice.Eachpassageis

followedbysomequestionsorunfinishedstatements.Foreachof

themtherearefourchoicesmarkedA,B,C,andD.Youshould

decideonthebestchoicefromthem.

PassageOne

Womenmakeup70percentoftheworld'spoorandtwo-thirdsoftheilliterate,

accordingtothelatestHumanDevelopmentReportfromtheUN.Theirmain

compensationisthattheylivelonger-womennowoutlastmenbyarecordfiveyears,

thankslargelytofewerdeathsinchildbirth.

Whilewomeninrichcountriesaregenerallyfurtheralongtheroadtoequality,

thestudyfindsthatinmanyofthecountrieswiththehighestoveralllevelsof

educationandhealththeimprovementshavenotfilteredthroughtowomen.The

reportsinglesoutCanada,theNetherlandsandSpainhere,alongwithmany

medium-incomeLatinAmericanandArabstates.

OtherssuchasBritain,providenear-equalityineducationandhealthservice,

butfailtopayworkingwomenproperly.Britishwomenearnlessthan70percent

thatoftheirmalecolleague,belowtheworldaverageof75percent.TheUNKP

ranksBritain39thEworldfordisparityinincome,belowmanymuchpoorer

countries,suchasTurkey,Tanzania,BrazilandZambia.

Britain'sgrowingreputationforinequalityisamplifiedelsewhereinthe

study.Theincomegapbetweentherichestandpoorestinthecountryisnowthe

largestinthewealthiest20nations.

JamesGustaveSpeth,headoftheUNDP,thisweekdescribedthegendergap

as“themostpersistent“ofthein-equalitiesthathaveaccompaniedglobaleconomic

developmentinrecentdecades.

Women,saysthereport,holdonly10percentofparliamentaryposts,are

allocatedlessthanatenthoftheworld'sbankcreditandhistoricallymakeuponly

4.4percentofNobelprizewinners,afiguresinflatedbytheinclusionofthe1993

chemistryNobelprizewinner-thedecidedlymaleCalifornia,KaryMullis.

Globally,twothirdsofwomen'sworkisunpaid,comparedtoathirdofmen's

work.Women'sshareofunpaidworkishighestinItaly,at81percent.Thereport

calculatesthevalueofwomen9s“hiddencontribution,,totheglobaleconomyat$

11trillion."Ifwomen'sworkwereaccuratelyreflectedinnationalstatistics/9says

MahbubUIHaq,thereport'smainauthor,<4itwouldshatterthemyththatmenare

themainbreadwinnersoftheworld.^^

Ineverynationwomenworklonghours.Thedisparityisgreatestinrural

areasandpeakatanextrathreehoursadayinruralKenya,wherealargeproportion

ofwomen'sworkconsistsoffetchingandcarryingfuelwoodandwater.Such

inequalitiesaresometimesworsenedbyenvironmentaldecay.InSudan,thelossof

forestshasincreasedthetimespentgatheringfuelwoodfourfoldinadecade.

Nonethelessthereportpointsoutthat,exceptinpartsofEasternEuropeand

theformerSovietUnion,theworkofmenandwomenisbecomingmoreequal.In79

countrieswheredatawerecompared,thegenderdevelopmentindexhasimproved

overthepastquarterofacentury.

1.Inordertoprovetheroadtowomen'sequalityareveryrough,thewriterorganized

thearticleintheorder?

A.causeandeffectBtimeC.spatialD.comparisonandcontrast

2.Womenlivelongerthanmenbecause.

A.theyworkshorterhoursthanmen

B.deathsatchildbirthhavebeenreduced

C.theydon'tneedtogoouttowork

D.theyonlydosomelightwork

3.InBritain,women..

A.earn75percentthatoftheirmalecolleagues

B.earnmorethanwomeninothercountries

C.earnmuchlessthanthatoftheirmalecolleagues

D.earnthesameamountofthatoftheirmalecolleagues

4.FromthepassagewecanlearnthatBritain.

A.istherichescountryintheworldatthistime

B.hasdoneaverygoodjobinenhancinggenderequality

C.hasthelargestincomegapamongtherichestcountries

D.hasagoodreputationforequalitybetweenmenandwomen

5.Fromthepassagewecanconcludedthatthewriterofthispassagebelievesthatthe

presentsituationforwomen'sequalitywithmenis.

A.verysatisfactory

B.muchimproved

C.notverysatisfactory

D.worsenedthanbefore

PassageTwo

DuringtheearlystagesoftheIndustrialRevolution,advertisingwasa

relativelystraightforwardmeansofannouncementandcommunicationandwasused

mainlytopromotenoveltiesandfringeproducts.Butwhenfactoryproductiongot

intofullswingandnewproducts,cessedfoods,cameontothemarket,

nationaladvertisingcampaignsandbrand-namingofproductsbecame

necessary.Beforelarge-scalefactoryproduction,thetypicalmanufacturingunithad

beenundertakenbywholesalers.Thesmallnon-specializedfactorywhichdidnotrely

onmassiveinvestmentinmachineryhadbeenflexibleenoughtoadaptitsproduction

accordingtochangesinpublicdemands.

Buttheeconomicdepressionwhichlastedfrom1873to1894markeda

turningpointbetweentheoldmethodofindustrialorganizationanddistributionand

thenew.Fromthebeginningofthenineteenthcenturyuntilthe1870s,productionhad

steadilyexpandedandtherehadbeenacorrespondinggrowthinretailoutlets.But

thedepressionbroughtonacrisisofover-productionandunder-consumption-

manufacturegoodspiledupunsoldandpricesandprofitsfell.Towardstheendof

centurymanyofthesmallindustrialfirmsrealizedthattheywouldbeinabetter

positiontoweathereconomicdepressionsandslumpsiftheycombinedwithother

smallbusinessesandwidenedtherangeofgoodstheyproducedsothatalltheireggs

werenotinonebasket.Theyalsorealizedthattheywouldhavetotakestepsto

ensurethatonetheirgoodshadbeenproducedtherewasamarketforthem.This

periodusheredinthefirstphaseofwhateconomistsnowcall"monopolycapitalismn,

which,roughlyspeaking,referstothecontrolofthemarketbyasmallnumberof

giant,conglomerateenterprises.Whereaspreviouslycompetitivetradinghadbeen

conductedbysmallrivalfirms,afterthedepressionthelargermanufacturingunits

andcombinesreliedmoreandmoreonmassadvertisingtopromotetheirnewrange

ofproducts.

Agoodexampleofthechangesthatoccurredinmanufactureanddistribution

attheturnofthecenturycanbefoundinthesoaptrade.Fromaboutthe1850sthe

markethadbeenfloodedwithanonymousbarsofsoap,producedbyhundredsof

smallmanufacturersanddistributedbywholesalersanddoor-to-door

sellers.Competitiongrewsteadilythroughoutthelatterhalfofthecenturyand

eventuallytheleadingcompaniesembarkedonmoreaggressivesellingmethodsin

ordertotakecustomersawayfromtheirrivals.Forinstance,thefutureLord

Leverhulmedecidedto"brand”hissoapbysellingitindistinctivepackagesinorder

tofacilitaterecognitionandencouragecustomerloyalty.

LordLeverhulmewasoneofthefirstindustrialiststorealizethat

advertisementsshouldcontain"logicalandconsidered"argumentsaswellas

eye-catchingandwittyslogans.Maryadvertisersfollowedhisleadandstartedto

include"reason-whyncopyintheirads.Forexample,onecontemporaryPearssoap

adwentintogreatdetailabouthowtheproductcouldenhancemaritalblissbycutting

downthetimethewifehadtospendwithherarmsinabowloffrothysuds.Andan

adforCadbury'scocoanotonlyproclaimeditspuritybutalsodetailedotherbenefits:

“fortheinfantitisadelightandasupport;fortheyounggirl,asourceofhealthy

vigor;fortheyoungTurnerrightlypointsout,theadvertisingofthisperiodhad

reachedthe"stageofpersuasionasdistinctfromproclamationoriteration".Indeed

advertiseorburstseemedtobetheruleofthedayasbiggerandmoreexpensive

campaignsweremountedandsmallerfirmswhodidnot,orcouldnot,advertise,were

squeezedorboughtoutbythelargestcompanies.

6.Thewriterexpandedthehistoryofadvertisementintheorderof.

A.importanceB.causeandeffectC.timeD.comparisonandcontrast

7.Anexampleofaproductwhichmightwellhavebeenadvertisedduringtheearly

stagesoftheIndustrialRevolutionis.

A.acookingutensil.

B.anewchild'stoy.

C.tinnedfruit.

D.householdsoap.

8.Oneofthemoreaggressivesellingmethodsinthesoaptradebytheleading

companieswasto.

A.buyoutsmallfirms.

B.takeoverdistribution.

C.resorttoproductdesigning.

D.keepcontactwiththeircustomers

9.Inadditiontodistinctivepackage,contemporaryproductsshouldalso

A.drawcustomers1attentiontotheirbenefits.

B.makecustomersawareoftheirattractiveness.

C.displaydetailsofthemainingredients.

D.focusonproclamationanditeration.

lO.TheroleofadvertisementintheearlystageofheindustrialRevolutionmainly

causedbythefollowingreasonsexcept.

A.over-production

B.under-consumption

C.profilefell

D.improvetheproduct'sreputation

2.SkimmingandScanning

Directions:Readthefollowingpassage,andthencompletethe

sentenceswiththeinformationgiveninthepassage

建議用時實際用時正確答題數(shù)記錄

11分32秒

PizzaHutwasstartedin1958,bytwobrothersinWichita,Kansas.Frankand

DanCarneyhadtheideatoopenapizzaparlor.Theyborrowed$600fromtheir

mother,andopenedtheveryfirstPizzaHut.In1959,thefirstfranchiseunitopenedin

Topeka,Kansas.Almostadecadelater,PizzaHutwouldbeservingonemillion

customersaweekintheir310locations.In1970,PizzaHutwasputontheNewYork

StockExchangeunderthetickersymbolPIZ.

In1986,PizzaHutintroduceddeliveryservice,somethingnootherrestaurant

wasdoing.Bythe1990'sPizzaHutsaleshadreached$4billionworldwide.In1998,

PizzaHutcelebratedtheir40thanniversary,andlaunchedtheirfamouscampaign

"TheBestPizzasUnderOneRoof.”In1996,PizzaHutsalesintheUnitedStateswere

over$5million.Outofalltheexistingpizzachains,PizzaHuthadthelargestmarket

share,46.4%.However,PizzaHut'smarketsharehasslowlyerodedbecauseof

intensecompetitionfromtheirrivalsDomino's,LittleCaesar'sandnewcomerPapa

John's.Homedeliverywasadrivingforceforsuccess,especiallyforPizzaHutand

Domino's.

However,thisforcedcompetitorstolookfornewmethodsofincreasingtheir

customerbases.Manypizzachainsdecidedtodiversifyandoffernewnon-pizza

itemssuchasbuffalowings,andItaliancheesebread.Thecurrenttrendinpizza

chainstodayisthesame.Theyalltrytocomeupwithsomenewer,bigger,better,

pizzaforalowprice.Offeringspecialpromotionsandnewpizzavariationsare

populartodayaswell.Forexample,chickenisnowacommontoppingfoundon

pizzas.

Inthepast,PizzaHuthasalwayshadthefirstmoveradvantage.Their

marketingstrategyinthepasthasalwaysbeentobefirst.Oneoftheirmainstrategies

thattheystillfollowtodayisthediversificationoftheproductstheyoffer.PizzaHut

isalwaysaddingsomethingnewtotheirmenu,tryingtoreachnewmarkets.For

example,in1992thefamousbuffetwaslaunchedinPizzaHutrestaurantsworldwide.

Theyweretryingtooffermanydifferentfooditemsforcustomerswhodidn't

necessarilywantpizza.

Anotherstrategytheyusedinthepastandarestillusingisthediversification

oftheirpizzas.PizzaHutisalwaystryingtocomeupwithsomeinnovativewayto

makeapizzaintosomethingslightlydifferent-differentenoughthatcustomerswill

thinkit'sawholenewproduct.Forexample,let'slookatsomeofthepizzasPizza

Huthasmarketedinthepast.In1983,PizzaHutintroducedtheirPanPizza,which

hadaguaranteeofbeingreadytoeatin5minuteswhendiningatPizzaHut

restaurants.In1993,theyintroducedthe"BigFoot,"whichwastwosquarefeetof

pizzacutinto21slices.In1995,theyintroduced"StuffedCrustPizza,"wherethe

crustwouldbefilledwithcheese.In1997,theymarketed"TheEdge,'1whichhad

cheeseandtoppingsallthewaytotheedgeofthepizza.Currently,theyaremarketing

"TheBigNewYorker,°tryingtobringthefamousNewYorkstylepizzatothewhole

country.

AnotheropportunitythatPizzaHuthasistheirneworderingonlinesystem.

AnyonewithInternetaccesscanorderwhatevertheywishandgetitdeliveredtotheir

housewithoutevenspeakingtosomeone.Thisprogramhasjustbeenstarted,sowe

donothaveanynumberstosupportwhetherornotitwillbeasuccess.

Lastly,PizzaHuthasalwaysvaluedcustomerserviceandsatisfaction.In1995,

PizzaHutbegantwocustomersatisfactionprograms:a1-800numbercustomer

hotline,andacustomercall-backprogram.Thesewereimplementedtomakesure

theircustomerswerehappy,andalwayswantedtoreturn.Inourplan,wewillfirst

giveasituationanalysisofcurrentandrelevantenvironmentalconditionsthataffect

ourplan.Next,wewillgiveabriefanalysisofthecurrentfastfoodindustry,andany

trendsorchangesthatmightoccurinthefuture.

However,thefactthatPizzaHutdoeshavearestauranttorunisalsoa

weakness.PizzaHuthashigheroverheadcosts,duetotherestaurantthatother

competitorsdon'thavetodealwith.Anotherresultofhigheroverheadcostsishigher

price