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1、airport was built during the war, but for some reason it could not be used then. Last year, however, it came into use. Over a hundred people must have been driven away from their homes by the noise. I am one of the few people left. Sometimes I think this house will be knocked down by a passing plane
2、. I have been offered a large sum of money to go away, but I am determined to stay here. Everybody says I must be mad and they are probably right.Lesson22 A glass envelope 玻璃信封My daughter, Jane, never dreamed of receiving a letter from a girl of her own age in Holland. Last year, we were travelling
3、across the Channel and Jane put a piece of paper with her name and address on it into a bottle. She threw the bottle into the sea. She never thought of it again, but ten months later, she received a letter from a girl in Holland. Both girls write to each other regularly now. However, they have decid
4、ed to use the post-office. Letters will cost a litt1e more, but they will certainly travel faster. Lesson23 A new house 新居I had a letter from my sister yesterday. She lives in Nigeria. In her letter, she said that she would come to England next year. If she comes, she will get a surprise. We are now
5、 living in a beautiful new house in the country. Work on it had begun before my sister left. The house was completed five months ago. In my letter, I told her that she could stay with us. The house has many large rooms and there is a lovely garden. It is a very modern house, so it looks strange to s
6、ome people. It must be the only modern house in the district.Lesson24 It could be worse 不幸中之万幸I entered the hotel managers office and sat down. I had just lost &50 and I felt very upset. I left the money in my room, I said, and its not there now. The manager was sympathetic, but he could do nothing.
7、 Everyones losing money these days, he said. He started to complain about this wicked world but was interrupted by a knock at the door. A girl came in and put an envelope on his desk. It contained &5o. I found this outside this gentlemans room she said. Well, I said to the manager, there is still so
8、me honesty in this world !lesson25 Do the English speak English? 英国人讲的是英语吗？I arrived in London at last. The railway station was big, black and dark. I did not know the way to my hotel, so I asked a porter. I not only spoke English very carefully, but very clearly as well. The porter, however, could
9、not understand me; I repeated my question several times and at last he understood. He answered me, but he spoke neither slowly nor clearly. I am a foreigner, I said. Then he spoke slowly, but I could not understand him. My teacher never spoke English like that! The porter and I looked at each other
10、and smiled. Then he said something and I understood it. Youll soon learn English! he said. I wonder. In England, each man speaks a different language. The English understand each other, but I dont understand them ! Do they speak English ?lesson26 The best art critics 最佳美术评论家I am an art student and I
11、 paint a lot of pictures. Many people pretend that they understand modern art. They always tell you what a picture is about. Of course, many pictures arc not about anything. They are just pretty patterns. We like them in the same way that we like pretty curtain material. I think that young children
12、often appreciate modern pictures better than anyone else. They notice more. My sister is only seven, but she always tells me whether my pictures are good or not. She came into my room yesterday. What are you doing ? she asked. Im hanging this picture on the wall, I answered. Its a new one. Do you li
13、ke it ? She looked at it critically for a moment. Its all right, she said, but isnt it upside-down ? I looked at it again. She was right! It was!Lesson27 A wet night 雨夜Late in the afternoon, the boys put up their tent in the middle of a field. As soon as this was done, they cooked a meal over an ope
14、n fire. They were all hungry and the food smelt good. After a wonderful meal, they told stories and sang songs by the camp fire. But some time later it began to rain. The boys felt tired so they pet out the fire and crept into their tent. Their sleeping-bags were warm and comfortable, so they all sl
15、ept soundly. In the middle of the night, two boys woke up and began shouting. The tent was full of water! They all leapt out of their sleeping-bags and hurried outside. It was raining heavily and they found that a stream had formed in the field. The stream wound its way across the field and then flo
16、wed right under their tent!Lesson28 No parking 禁止停车Jasper White is one of those rare people who believes in ancient myths. He has just bought a new house in the city, but ever since he moved in, he has had trouble with motorists. when he returns home at night, he always finds that someone has parked
17、 a car outside his gate. Because of this, he has not been able to get his own car into his garage even once. Jasper has put up No Parking signs outside his gate, but these have not had any effect. Now he has put an ugly stone head over the gate. It is one of the ugliest faces I have ever seen. I ask
18、ed him what it was and he told me that it was Medusa, the Gorgon. Jasper hopes that she will turn motorists to stone. But none of them has been turned to stone yet!Lesson29 Taxi! 出租汽车！Captain Ben Fawcett has bought an unusual taxi and has begun a new service. The taxi is a small Swiss aeroplane call
19、ed a Pilatus Porter. This wonderful plane can carry seven passengers. The most surprising thing about it, however, is that it can land anywhere: on snow, water, or even on a ploughed field. Captain Fawcetts first passenger was a doctor who flew from Birmingham to a lonely village in the Welsh mounta
20、ins. Since then, Captain Fawcett has flown passengers to many unusual places. Once he landed on the roof of a block of flats and on another occasion, he landed in a deserted car park. Captain Fawcett has just refused a strange request from a businessman. The man wanted to fly to Rockall, a lonely is
21、land in the Atlantic Ocean, but Captain Fawcett did not take him because the trip was too dangerous.Lesson30 Football or polo? 足球还是水球？The Wayle is a small river that cuts across the park near my home. I like sitting by the Wayle on fine afternoons. It was warm last Sunday, so I went and sat on the r
22、iver bank as usual. Some children were playing games on the bank and there were some people rowing on the river. Suddenly, one of the children kicked a ball very hard and it went towards a passing boat. Some people on the bank called out to the man in the boat, but he did not hear them. The ball str
23、uck him so hard that he nearly fell into the water. I turned to look at the children, but there werent any in sight: they had all run away! The man laughed when he realized what had happened. He called out to the children and threw the ball back to the bank. Lesson31 Success story 成功者的故事Yesterday af
24、ternoon Frank Hawkins was telling me about his experiences as a young man. Frank is now the head of a very large business company, but as a boy he used to work in a small shop. It was his job to repair bicycles and at that time he used to work fourteen hours a day. He saved money for years and in 19
25、38 he bought a small work-shop of his own. During the war Frank used to make spare parts for aeroplanes. At that time he had two helpers. By the end of the war, the small work-shop had become a large factory which employed seven hundred and twenty-eight people. Frank smiled when he remembered his ha
26、rd early years and the long road to success. He was still smiling when the door opened and his wife came in. She wanted him to repair their sons bicycle! Lesson32 Shopping made easy 购物变得很方便People are not so honest as they once were. The temptation to steal is greater than ever before-especially in l
27、arge shops. A detective recently watched a well-dressed woman who always went into a large store on Monday mornings. One Monday, there were fewer people in the shop than usual when the woman came in, so it was easier for the detective to watch her. The woman first bought a few small articles. After
28、a little time, she chose one of the most expensive dresses in the shop and handed it to an assistant who wrapped it up for her as quickly as possible. Then the woman simply took the parcel and walked out of the shop without paying. When she was arrested, the detective found out that the shop-assista
29、nt was her daughter. The girl gave her mother a free dress once a week !lesson33 Out of the darkness 冲出黑暗Nearly a week passed before the girl was able to explain what had happened to her. One afternoon she set out from the coast in a small boat and was caught in a storm. Towards evening, the boat st
30、ruck a rock and the girl jumped into the sea. Then she swam to the shore after spending the whole night in the water. During that time she covered a distance of eight miles. Early next morning, she saw a light ahead. She knew she was near the shore because the light was high up on the cliffs. On arr
31、iving at the shore, the girl struggled up the cliff towards the light she had seen. That was all she remembered. When she woke up a day later, she found herself in hospital.Lesson34 Quick work 破案“神速”Ted Robinson has been worried all the week. Last Tuesday he received a letter from the local police.
32、In the letter he was asked to call at the station. Ted wondered why he was wanted by the police, but he went to the station yesterday and now he is not worried any more. At the station, he was told by a smiling policeman that his bicycle had been found. Five days ago, the policeman told him, the bic
33、ycle was picked up in a small village four hundred miles away. It is now being sent to his home by train. Ted was most surprised when he heard the news. He was amused too, because he never expected the bicycle to be found. It was stolen twenty years ago when Ted was a boy of fifteen !Lesson35 Stop t
34、hief! 捉贼！Rov Trenton used to drive a taxi. A short while ago, however, he became a bus-driver and he was not regretted it. He is finding his new work far more exciting. When he was driving along Catford Street recently, he saw two thieves rush out of a shop and run towards a waiting car. One of them
35、 was carrying a bag full of money. Roy acted quickly and drove the bus straight at the thieves. The one with the money got such a fright that he dropped the bag. As the thieves were trying to get away in their car, Roy drove his bus into the back of it. While the battered car was moving away, Roy st
36、opped his bus and telephoned the police. The thieves car was badly damaged and easy to recognize. Shortly afterwards, the police stopped the car and both men were arrested. Lesson36 Across the Channel 横渡海峡Erna Hart is going to swim across the English Channel tomorrow. She is going to set out from th
37、e French coast at five oclock in the morning. Erna is only fourteen years old and she hopes lo set up a new world record. She is a strong swimmer and many people feel that she is sure to succeed. Ernas father will set out with her in a small boat. Mr Hart has trained his daughter for years. Tomorrow
38、 he will be watching her anxiously as she swims the long distance to England. Erna intends to take short rests every two hours. She will have something to drink but she will not eat any solid food. Most of Ernas school friends will be waiting for her on the English coast. Among them will be Ernas mo
39、ther, who swam the Channel herself when she was a girl.Lesson37 The Olympic Games 奥林匹克运动会The Olympic Games will be held in our country in four years time. As a great many people will be visiting the country, the government will be building new hotels, an immense stadium, and a fine new swimming pool
40、. They will also be building new roads and a special railway-line. The Games will be held just outside the capital and the whole area will be called Olympic City. Workers will have completed the new roads by the end of this year. By the end of next year, they will have finished work on the new stadi
41、um. The fine modern buildings have been designed by Kurt Gunter. Everybody will be watching anxiously as the new buildings go up. We are all very excited and are looking forward to the第一章店 址 与 商 店 设 计要如何的来使一家超市生意鼎盛，是许多的业主内心的期盼。而在讨论众多的投资因素（如超市内商品构成是否完整？店内需要用多少人？需准备多少奖金？投资报酬率好不好）前，需先找到一个良好的开店地点。因为超市经营
42、的成功与否，与开店地点的适当与否，具有相当大的影响。有句话说：“开店之地点若选择得当，则超市经营已经成功一半以上。”所以我们不难想象，商店若能选定理想的地点，则对往后的营运助益甚大。第一节 商圈所谓商圈，即是超市位置所在之“腹地”，是指以店址为中心，其所能够涵盖的方圆面积。例如一家社区型之迷你超级商店，其商圈是以三百公尺左右为半径所划出之范围。然而超市商圈的设定又因市区、郊区而有所不同。若以中大型超市而言，其店在郊区时，商圈约为2公里半。其店在都市时，则其商圈应以1公里为限。不过因为目前我们国内的超市商店数尚不是很密集，因此，目前超市的顾客，并不是完全来自1公里以内的商圈。而大约有1/3的顾客
43、来自1公里外的区域。故又有所谓的二次商圈、三次商圈等。又因超市的发展趋势为连锁经营，所以商圈应以一个县或一个市为单位，密集的开设连锁店，从数家店到十家店展开连锁经营，而形成所谓的“地方连锁”，然后再把隔壁的县或市横跨展开连锁、结合，而形成所谓的“区域连锁”；最后将触角遍及各县、市、省，而终形成“全国连锁”。例如享有“南霸天”名号的香港大统百货集团，以数十年的时间，很有计划的在香港全面布桩，开设六合快速店、九如快速店、五甲快速店、和平快速店与位与澄清路上的大统大卖场，而稳下“地方连锁”。那大统百货集团的下一步棋应伸向高雄邻近的市屏东或台南，以建立“区域连锁”。待固若金汤后，再挥军北上，那么“全国
44、连锁”必可顺利达成。大统百货这种开店策略，真是可圈可点，令人赞佩。至于商圈在评选时，须考虑种种的因素。以下提出几点以供参考：一、 人口数：若要维持一家中型超市之存活，概需7万至10万人口数。二、 户口数：若要维持一家概需一万七千户至二万五千户间。三、 销售额：商圈内之住户的平均消费金额中，需有1/5用在超市之购物上。四、 道路状况：如公车路线、行车动线等。五、 阻隔因素：如河流、铁路、路桥、学校、大工厂等。六、 距离。七、 竞争状况。八、 消费者之消费行为与习惯。商圈之衡量，本来就是一项非常艰困的工作，再加上我们台湾本土地狭人稠的情形，很难真正划分出商业区或住宅区，连带的顾客层的诉求更加不易。
45、故在这种种的因素下，商圈的确立实在不容易，所以在开店前除做商圈的测定外，更需做种种的市场调查。第二节 市场调查开店前的立地调查是最重要的，因为这对往来经营的成败占有很重要的因素，就如前所说，“开店之地点若选择得当，则超市经营已经成功一半以上。”调查之目的，主要是为了在决定业态、规模和立地基准时能有所参考，而做出正确的“经营理念”且建立在适当的“顾客定位”上，进而经营出独树一帜的特色与形象。在进行立地调查战略的运用时，必须有三点体认：一、 首先要确立“什么地点才是超市设店的适当地点”之概念。二、 如何选定适当的超市设店地点。三、 对超市店铺的设置必须符合设店的目的。因此，我们在设店之前，对于设店
46、的预定地之有关资料必须加以详细的详细的收集与分析。在进行立地调查时，主要可分成三个阶段：一、 与立地因素有相关之资料的收集。二、 进行立地区域的状况分析，设定商圈之大小，以及商圈内消费者的购买力与商店销售力的推算。三、 进行个别分析，投定营运方针与经营目标。最后完成“设店基本计划”企划书。（一） 立地因素相关资料之调查收集与开店立地因素相关的主要点有三点，为居住者条件、交通条件、吸引条件。（I） 居住者条件大致可包括：1 人口自然增减率、社会增减率（如移出、迁入）。2 地域内之人口数、户口数与人口之密度。3 地域内之年龄构成、职业构成。4 产业构造、产业动向。5 行政条件（如体育、文教、生活等
47、之设施状况）6 地域开发计划。7 住宅分布位置。8 所得水准。9 消费习惯。10 购物动向（所谓的五W二H What, Who, Where, When, Why, How much, How many）(ii)交通条件大致可包括：1街道之条件（如交通状况、道路交会点状况、街道设备、道路宽度等）。2公路之设施情况。3公车路线以及每日车辆的班次、时间。4铁路设施以及每日车辆的班次、时间。5其他交通设施状况。6交通网的分布情形。7自用车普及率、驾照取得率，脚踏车、摩托车之普及率与利用度。（iii）吸引条件:1商圈所涵盖的区域大小。2商圈内之人口数与家庭户数。3人口之流动量。4商业区的规模用特性。5
48、商业区的发展性。6商业区的吸引力。7商业间的竞争关系。8不同业种的产业状态。9公司行号的分布数。10公家机关的分布数。（二） 进行地域状况分析时，必须根据上述所收集到的种种资料，针对店铺预定地所属的地域与对象加以展开分析，而了解地域内的商业特性，人口状况以及将来可能的发展性，以掌握消费者的动向，并同时考虑商店的竞争状况，设定商圈，进而分析顾客的购买力与销售力之推算。对于顾客至超市购物的习惯，以下有些资料可供参考：一、 顾客至超市购物之金额及其家庭收作交叉分析，则可明显的了解到家庭收入越高者，至超市的购物金额也越高。二、 顾客至超市购物之其爱教育之程度亦有关连，即受教育程度越高者，甚至超市消费的金额亦愈高。反之则愈低。也就是说教育程度越高的人，对超市的接受程度越高。三、 超市购物者消费金额的高低与时段亦有显著不同。在下午四点至四点半时顾客购物金额最高。中午12点半至1点半次之，晚上7点半至8点再次之。而消费金额最低的时段是早上9点半至10点半间。四、 至超市购物的次数频率与其职位的高低亦有直接的关系，即职位愈高者，至超市购物的时间间隔也愈长，即频率越少。五、 至超市购物的相隔时间与家庭收入的高低也有关系，即家庭收入愈高者，其工作必愈忙碌，空余的时间愈少，所以至超市购物的相隔时间，自然拉长。六、 顾客至超市