The Bean House Coffee Shop

题目与答案

1. 21 Why do the students agree that the Bean House is a good choice for a case study?
   • Its underlying principles
   • It has been successful at a global level
   • It is a subject of an important article

   答案：Its underlying principles

   原文定位：And next term, one of the papers is corporate responsibility and ethical behavior, and The Bean House is quite a good example of a business that believes in those things

   同义替换：「good choice for a case study」↔「quite a good example」，「underlying principles」↔「corporate responsibility and ethical behavior」

2. 22 Katie admits that her introduction is wrong about
   • the size of the bank loan to finance the Bean House
   • the person who first thought of the idea for the Bean House
   • he banks' response to the business plan

   答案：the person who first thought of the idea for the Bean House

   原文定位：I noticed, though, that you wrote that Andrew Reese was the one who thought of The Bean House and he was planning to run it himself;Actually, it was John Reese, his brother, that came up with the concept, and he suggested to Andrew that they write up a business plan and see if a bank loan was possible;I must have got that wrong

   同义替换：「first thought of the idea」↔「came up with the concept」

3. 23 Katie and Paul agree that the first Bean House cafes
   • were unique in the products they sold
   • originally failed to appeal to younger customers
   • seemed similar to other coffee shop chains

   答案：were unique in the products they sold

   原文定位：I think its point of difference, though, was that it was the first to use the fair trade range of coffee only, and none of the other chains were doing that

   同义替换：「unique」↔「point of difference」

4. 24 Katie thinks they can improve the presentation by
   • minimising the attention given to data UCATION
   • keeping it fairly formal
   • making it more interactive

   答案：making it more interactive

   原文定位：Actually, I was thinking that for the presentation, we should bring in some of the products. You mean get the other students to try them out;Look, I don't want to pour cold water on your idea, but I really think we'd better stick to facts and figures and take a more serious approach to it

   同义替换：「making it more interactive」↔「get the other students to try them out」

5. 25 Concerning his contribution to the presentation, Paul reluctantly agrees to
   • speak before Katie has a turn
   • do most of the talking
   • let Katie be responsible for the technology

   答案：speak before Katie has a turn

   原文定位：All right. But let me go first so I can get it over and done with

   同义替换：「speak before Katie has a turn」↔「let me go first」

6. The Bean House: company history

   2005: first attempt failed due to problems with 26_____ so John and Andrew Rees had to start again.

   ↓
   • wi-fi
   • location
   • first cafes
   • business plan
   • loyalty cards
   • finances

   答案：finances

   原文定位：That was the first attempt. The business plan was approved by the bank, and they'd actually found a vacant site right in the middle of the business district, an ideal spot for a cafe. But for one reason or another, their funds fell through, and they didn't have the capital they needed. So it was back to square one

   同义替换：「finances」↔「funds」

7. 2007: launch of the 27_____

   ↓
   • wi-fi
   • location
   • first cafes
   • business plan
   • loyalty cards
   • finances

   答案：first cafes

   原文定位：Right. So the venture was postponed for another two years to two thousand and seven, and that's when they opened the two original Bean Houses. There was one next to the university, right? And one next to the central train station

   同义替换：「launch of」↔「opened」，「first」↔「original」

8. 2008: rapid take-up of 28_____

   ↓
   • wi-fi
   • location
   • first cafes
   • business plan
   • loyalty cards
   • finances

   答案：franchise opportunities

   原文定位：And their turnover, even in the first year, was huge. And John and Andrew decided the company could get bigger, but they didn't want to spend all their time running from cafe to cafe. So that's when they thought of turning into a franchise. And about two hundred and fifty applications in about two months were made by people all wanting to set up a Bean House

   同义替换：「rapid take-up」↔「two hundred and fifty applications」，「franchise opportunities」↔「wanting to set up」

9. Recession: offer of 29_____ to retain customers

   ↓
   • wi-fi
   • location
   • first cafes
   • business plan
   • loyalty cards
   • finances

   答案：loyalty cards

   原文定位：The problem was, though, the recession came, and people started cutting back on things like coffee;That's why they introduced loyalty cards, wasn't it? As a way of keeping the customer base they'd already achieved

   同义替换：「offer」↔「introduced」，「retain」↔「keeping」

10. Latest strategy: introduction of 30_____
    • wi-fi
    • location
    • first cafes
    • business plan
    • loyalty cards
    • finances

    答案：new products

    原文定位：We should probably mention the latest strategy. They just introduced a range of organic teas