第一部分 六级快速阅读（北京新东方 屠皓民）


六级快速阅读概况与解题基本方略：



六级的快速阅读和四级快速阅读的形式、比例、分值、包括解题方法都很像。一篇六级速读全长约1000词至1200词左右，需要考生在15分钟内完成，请记住，涂卡时间也是算在这15分钟之内的。


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请在10分钟内完成以下题目


The History of Pizza Hut


Pizza Hut was started in 1958, by two brothers in Wichita,


Kansas. Frank and Dan Carney had the idea to open a pizza parlor.


They borrowed $600 from their mother, and opened the very first


Pizza Hut. In 1959, the first franchise unit opened in Topeka,


Kansas. Almost a decade later, Pizza Hut would be serving one


million customers a week in their 310 locations. In 1970, Pizza Hut


was put on the New York Stock Exchange under the ticker symbol


PIZ.


In 1986, Pizza Hut introduced delivery service, something no


other restaurant was doing. By the 1990's Pizza Hut sales had


reached $4 billion worldwide. In 1998, Pizza Hut celebrated their


40th anniversary, and launched their famous campaign "The Best


Pizzas Under One Roof." In 1996, Pizza Hut sales in the United


States were over $5 million. Out of all the existing pizza chains,


Pizza Hut had the largest market share, 46.4%. However, Pizza Hut's


market share has slowly eroded because of intensecompetition from


their rivals Domino's, Little Caesar's and newcomer Papa John's.


Home delivery was a driving force for success, especially for Pizza


Hut and Domino's.


However, this forced competitors to look for new methods of


increasing their customer bases. Many pizza chains decided to


diversify and offer new non-pizza items such as buffalo wings, and


Italian cheese bread. The current trend in pizza chains today is


the same. They all try to come up with some newer, bigger, better,


pizza for a low price. Offering special promotions and new pizza


variations are popular today as well. For example, chicken is now a


common topping found on pizzas.


In the past, Pizza Hut has always had the first mover advantage.


Their marketing strategy in the past has always been to be first.


One of their main strategies that they still follow today is the


diversification of the products they offer. Pizza Hut is always


adding something new to their menu, trying to reach new markets.


For example, in 1992 the famous buffet was launched in Pizza Hut


restaurants worldwide. They were trying to offer many different


food items for customers who didn't necessarily want pizza.


Another strategy they used in the past and are still using is


the diversification of their pizzas. Pizza Hut is always trying to


come up with some innovative way to make a pizza into something


slightly different - different enough that customers will think


it's a whole new product. For example, let's look at some of the


pizzas Pizza Hut has marketed in the past. In 1983, Pizza Hut


introduced their Pan Pizza, which had a guarantee of being ready to


eat in 5 minutes when dining at Pizza Hut restaurants. In 1993,


they introduced the "BigFoot," which was two square feet of pizza


cut into 21 slices. In 1995, they introduced "Stuffed Crust Pizza,"


where the crust would be filled with cheese. In 1997, they marketed


"The Edge," which had cheese and toppings all the way to the edge


of the pizza. Currently, they are marketing "The Big New Yorker,"


trying to bring the famous New York style pizza to the whole


country.


Another opportunity that Pizza Hut has is their new ordering


online system. Anyone with Internet access can order whatever they


wish and get it delivered to their house without even speaking to


someone. This program has just been started, so we do not have any


numbers to support whether or not it will be a success.


Lastly, Pizza Hut has always valued customer service and


satisfaction. In 1995, Pizza Hut began two customer satisfaction


programs: a 1-800 number customer hotline, and a customer call-back


program. These were implemented to make sure their customers were


happy, and always wanted to return. In our plan, we will first give


a situation analysis of current and relevant environmental


conditions that affect our plan. Next, we will give a brief


analysis of the current fast food industry, and any trends or


changes that might occur in the future.


However, the fact that Pizza Hut does have a restaurant to run


is also a weakness. Pizza Hut has higher overhead costs, due to the


restaurant that other competitors don't have to deal with. Another


result of higher overhead costs is higher prices Pizza Hut must


charge. Obviously, Pizza Hut is not the low cost producer. They


rely on their quality pizza and good service to account for their


higher prices.


An indirectweakness that Pizza Hut has is that they have lost a


lot of their customers and market share due to such intense


competition with competitors. Pizza Hut's opportunities are almost


endless. They can increase revenue with their new innovative


pizzas, and increase brand loyalty with good customer service.


Pizza Hut's number one threats are from their competitors.


Currently, their closest competitor is Domino's Pizza. Domino's


main competitiveadvantage over Pizza Hut is their price. It is


generally lower than Pizza Hut. Also, Domino's was very profitable


when they ran the promotional deal of delivering a pizza within 30


minutes. However, many lawsuits have been filed against Domino's in


the past for reckless driving by their drivers, so Domino's


withdrew the promotion. Little Caesar's is another one of Pizza


Hut's competitors, right behind Domino's in market share. Little


Caesar's is famous for offering large quantities of pizza for less


money. Other competitors include Papa John's, Sbarro, and Pizza


Inn.


A problem facing all of the pizza chains is that each of their


individual competitive advantages are pretty much everyone's


competitive advantages. Most if not all the top pizza chains offer


free delivery, and always have some sort of promotional deal


offering large pizzas at reduced prices. Other competitors to take


into consideration are frozen pizzas and make-it-yourself pizzas


that are purchased in grocery stores. Some examples of these are


Tombstone Pizzas, Boboli, and Di'Gornio pizzas.





1. Pizza Hut expanded its business into many parts of the


country by the time of 1969.


2. Pizza Hut has always dominated the market and is free of


challenge.


3. Fruits and salads are now commonly served at pizza


restaurants.


4. The diversification strategy is to be the first mover.


5. In Pizza Hut, a Pan Pizza was ___________ to serve in 5


minutes.


6. If you want a pizza from Pizza Hut delivered directly to your


house, you have to have ________ in the first place.


7. In order to make sure their customers were happy, Pizza Hut


introduced _____________.


8. The higher overhead costs of Pizza Hut obviously accounted


for ______________


9. The reason why Domino's withdrew their promotion was that


they suffered legally from _____


10. Major pizza makers have to face the problem that their


competitive advantages are _______


参考答案


1. Y 2.


N 3.


NG 4. N


5. guaranteed


6. Internet access


7. two customersatisfaction programs


8. higher prices of their pizzas


9. reckless driving by their drivers


10. the same