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Starbucks coffee shops are now found everywhere, even in supermarkets

English

Starbucks coffee shops are now found everywhere, even in supermarkets.  The following selection gives a brief history of the founding of the company and its global expansion.

1)        Starbucks Corporation was founded in Seattle’s open-air farmer’s market in 1971.  In 1982, Howard Schultz joined Starbucks as director of retail operations and marketing.  After visiting Milan, Italy, with its 1,500 coffee bars, Schultz saw the opportunity to develop a similar retail coffee-bar culture in Seattle.  He began his own downtown Seattle coffee bar serving Starbucks coffee and espresso beverages.  Based on the coffee bar’s success, Schultz acquired the assets of Starbucks and began opening stores across the United States in 1987.

2)         Since its start-up in 1971, the company has done things its own way, becoming an industry pioneer in employee management and social responsibility.  Starbucks extends health benefits to all employees, including part-timers, and provides a stock option program worth 12 percent of each employee’s base pay.  This policy has kept employee turnover rates well below those of competitors and granted the company a spot on Fortune magazine’s annual list of the “Best Places to Work.”  The company enjoys an excellent reputation in Latin America as a result of its focus on environmental conservation and the welfare of farmers who grow its coffee.  Starbucks pays better-than-market-value prices for coffee beans so that Latin American farmers can afford to treat their laborers well.  Its efforts have been well rewarded with annual sales in excess of $1 billion as well as growing acceptance around the world.    

3)        Starbucks reversed a downward trend in the consumption of gourmet coffee that started in the early 1960s.  The Starbucks Coffee bar created a warm environment where people could relax and socialize over coffee and coffee drinks.  Starbucks became a stylish environment that attracted younger customers who discovered coffee drinks after years of cola drinks.

4)         In its company operated retail stores, Starbucks sells whole bean coffees and coffee related accessories and equipment.  Starbucks also sells products through its catalog, mail-order service, and the Internet.  Starbucks re-signed joint ventures with Pepsi-Cola to sell a bottled version of the Frappuccino blended beverage and with Dreyer’s to sell six flavors of Starbucks Ice Cream and Frozen Novelties.  Starbucks Ice Cream became the No. 1 brand of coffee ice cream in the U.S.  Starbucks signed an agreement with Kraft Foods to distribute whole bean coffees through 30,000 supermarkets and this market is growing.

5)         The company already has more than 1,500 shops in 28 countries, and it opens an average of three new stores every day somewhere in the world.  In Japan alone, it serves more than 2 million customers a week.  Starbucks exceeded its goal of opening 5,000 stores by 2005.  The company recently opened its first stores in Turkey, Oman, and Chile.  In China, a tea drinking nation, Starbucks hopes to develop coffee drinking among the locals, as well as cater to international customers.  Hoping to reach the average consumer, prices have been set very low in comparison to local competition.  For instance, a cup of house blend coffee sells for 9 Yuan compared to 22 Yuan ($2.66) for local coffee.  Today Starbucks has 500 stores  in 12 Asian countries and a total of a 1,000 stores in 22 markets outside the U.S.  The quality of the product and the brand has made Starbucks a global product.

6)         The company’s goal is to establish Starbucks as the most recognized and respected brand of coffee in the world.  To achieve this goal, the company plans to expand retail operations, grow its joint ventures and specialty sales, and leverage the Starbucks brand through the introduction of new products and the development of new ways to distribute its products.  Starbucks serves 230 million customers in its stores each week and this figure is growing.

7)         While striving to meet its goal, Starbucks has maintained an excellent reputation for social responsibility and business ethics.  Starbucks donated $1 million to the September 11th fund immediately after terrorist attacks in New York and Washington, D.C.  Cash contributions to this fund to assist victims and their families were accepted at all company-owned Starbucks stores.  The company also is committed to a role of environmental leadership in the coffee industry.  Starbucks developed a global code of ethics to protect workers who harvest coffee and maintains efforts aimed at increasing the income of small-scale coffee growers.  The company provides employees (even part-timers) with the opportunity for stock ownership.  In addition, the company supports philanthropic efforts through a nonprofit foundation.

(Ferrell, O.C., and Hirt, Geoffrey, Business: A Changing World, 5th ed., New York: McGraw-Hill, 2006, p. 29.)

 

1. The author’s purpose in writing this selection is to

A. persuade possible entrepreneurs to go into business for themselves.

B. give a general discussion of Starbucks’ growth.

C. criticize Starbucks for setting their prices too low, thereby undercutting competition.

D. compare and contrast Starbucks with other major coffee retailers.

2. The main idea expressed in this selection is

A. Starbucks has created a warm and friendly environment at all its outlets.

B. Coffee bars are located around the world.

C. Starbucks has risen to a world leadership position in coffee sales.

D. Starbucks practices social responsibility.

3. The tone of this selection is

A. surprised and amazed

B. formal and stiff

C. informative and enlightening

D. appreciative and grateful

4. The dominant pattern of organization used in this selection is

A. definition and example

B. chronological order

C. listing

D. classification and division

5. The tone of the last paragraph is

A. positive

B. solemn

C. doubting

D. elated

6. The transition word also in paragraph 7 indicates

A. addition

B. contrast

C. example

D>.summary

Mark the following questions 7, 8, 9, 10 as True or False

7. Venture in paragraph 4 refers to a “business enterprise.”

8. According to the selection, Starbucks focused on attracting middle-aged customers.

9. Starbucks expanded its operation in China by selling tea.

10. Howard Schultz opened up stores in the United States before expanding to other countries.

Reading #2 Mars (10 questions)

(1)    Life is the reason that Mars is interesting to us: we search for the possibility of life early in that planet’s history and try to determine the potential of Mars as a home for life in the future. Ultimately, perhaps, the Martian surface could support a planetary-scale biosphere.

(2)          The near-term robotic exploration of Mars is the first step toward realizing this vision. Robotic probes provide us with background information about Mars: where to search for evidence of past and present life and how to assess the future biological potential of the planet.

(3)          One important way to assess the biological potential of Mars is to send life there. Thus, a goal for the near-term robotic program ought to be to send a seed to Mars and to grow it into a plant—ideally a flowering plant—using to the extent possible the sunlight, soil and nutrients available in the Martian environment.

(4)          Why do such an experiment if the laws of physics and chemistry are the same on another planet? Isn’t testing on Earth adequate? Certainly testing on Earth is important, but we gain technical as well as psychological reassurance by demonstrating viability on Mars.

(5)          NASA has a long tradition of flying technology demonstration missions. Mars Pathfinder was such a mission. On a future lander mission, NASA plans to fly a unit to test oxygen production from atmospheric carbon dioxide on Mars. A module capable of growing a single plant from seed would also be a demonstration mission.

(6)          The best design for a plant growth module for Mars would make use of the Martian soil, with nutrients added as necessary. Carbon dioxide and water would be obtained from the Martian atmosphere, and the natural sunlight on Mars would provide for photosynthesis.Because of the lower pressure on Mars, the plant would need to be in a small pressure vessel—its own little spacesuit. The design of this miniature greenhouse would allow light to enter and, true to its name, provide greenhouse warmth during the day. At night the growth module may need to draw on heat generated by the main spacecraft to keep the plant warm. The plant’s growth and flowering would be monitored using the lander camera. Initial designs by groups at the University of Colorado and the Jet Propulsion Laboratory have shown that such a unit can be constructed. We could therefore send life to Mars on the next lander.

(7)          There are many reasons for sending a flower to Mars. First, it would be highly symbolic. This plant would be the first organism from Earth to play out its existence on another world. It would be a true biological pioneer, an important step for life on Earth expanding to other planets. More practically, a plant growth module would directly test the toxicity of the Martian soil. It would also demonstrate the effectiveness of Martian carbon dioxide and water for a Martian greenhouse. These are essential steps toward a full-scale greenhouse to support a human base. Moreover, the growth of a plant in the Martian environment would help alleviate concerns about the danger of contaminating the Earth by the return of Martian samples.

(8)          In all these respects a plant growth model would serve as a biological precursor to human exploration. Indeed, when humans go to Mars, it would make sense for them to arrive at a site that has already established a biologically based life support system, tested and fully operating—robotically. As on Earth, we humans function best when surrounded by other life-forms.

(9)          A simple plant growth module would not be in violation of the planetary protection policy. NASA abides by the policy established in 1967 to prevent the inadvertent contamination of Mars by terrestrial microorganisms. For the Viking missions this involved the complete sterilization of the spacecraft. However, these missions showed that environmental conditions on the surface of Mars were hostile to life. No organism known could grow or reproduce under Martian conditions. As a result, the requirement for sterilization was replaced with a limitation on the number of microorganisms on spacecraft surfaces to less than 300 per square meter.

(10)         The original purpose of the planetary protection policy was to preserve extraterrestrial environments as objects of scientific study. We appreciate that the accidental contamination of an alien ecosystem has ethical implications that extend beyond scientific exploration. Sending life beyond the Earth is an important step and not one we would want to take without consideration of consequences.

(11)         The planetary protection guidelines do not explicitly prevent the controlled transport of biological materials to Mars or the use of biological materials in controlled experiments aboard spacecraft. A plant growth unit could be constructed in accordance with the bioload limits of the present planetary protection policy. In fact, to be sure it functions as intended, the system might well exceed these limits and even be treated to eliminate nearly all bacteria.

(12)         By developing ways to send life to Mars consistent with the goals of the planetary protection policy, a near-term plant experiment would pave the way for future research and study on the planet. Most important, the growth of a single flower on Mars would be a powerful symbol of the long-term goal of expanding life beyond the Earth, first to Mars and then elsewhere. It would rival the image of the Earth from space—the pale blue dot—as a symbol of our place and future in the universe.

11. What is the topic of this essay?

A. Mars                B. growing plants          C. sending a flower to Mars       D. life on other planets

12. Which of the following sentences states the thesis of this selection?

A. “Robotic probes provide us with background information about Mars. . . .” (para-
graph 2)

B. “. . . [A] goal for the near-term robotic program ought to be to send a seed to Mars and to grow it into a plant—ideally a flowering plant—using to the extent possible the sunlight, soil and nutrients available in the Martian environment.” (paragraph 3)

C. “NASA has a long tradition of flying technology demonstration missions.” (para-
graph 5)

D. “We appreciate that the accidental contamination of an alien ecosystem has ethical implications that extend beyond scientific exploration.” (paragraph 10)

13. What pattern organizes the supporting details in paragraph 7?

A. series               b. time order                 c. comparison/contrast              d. cause/effect

14. Which of the following sentences includes a cause/effect transition?

A.  “Moreover, the growth of a plant in the Martian environment would help alleviate concerns about the danger of contaminating the Earth by the return of Martian samples.” (Paragraph 7)

B. “However, these missions showed that environmental conditions on the surface of Mars were hostile to life.” (paragraph 9)

C. “As a result, the requirement for sterilization was replaced with a limitation on the number of microorganisms on spacecraft surfaces to less than 300 per square meter.” (paragraph 9)

D. “Most important, the growth of a single flower on Mars would be a powerful symbol of the long-term goal of expanding life beyond the Earth, first to Mars and then else­where.” (paragraph 12)

15. What can you infer from paragraph 6?

A.  A plant on Mars would not need carbon dioxide to grow.

B. Astronauts would have to go to Mars to check on the plant’s progress.

C. It’s very cold on Mars at night.

D. Sunflowers would probably grow well on Mars.

16. What is the implied main idea of paragraph 6?

A. The University of Colorado’s design for a plant growth module is better than the designs of any other group.

B. The conditions on Mars would allow a plant to grow if it were enclosed in a special greenhouse module.

C. Growing plants is a fun and rewarding hobby.

D. Mars is the only other planet besides Earth where plants can grow.

17. What is the author’s tone in this selection?

A. amused              B. angry               C.  serious             D.  sad

18. Which of the following sentences states a fact?

A. “Thus, a goal for the near-term robotic program ought to be to send a seed to Mars and to grow it into a plant—ideally a flowering plant—using to the extent possible the sunlight, soil and nutrients available in the Martian environment.” (paragraph 3)

B. “The best design for a plant growth module for Mars would make use of the Martian soil, with nutrients added as necessary.” (paragraph 6)

C. “The original purpose of the planetary protection policy was to preserve extraterres­trial environments as objects of scientific study.” (paragraph 10)

D. “Sending life beyond the Earth is an important step and not one we would want to take without consideration of consequences.” (paragraph 10)

19. Which of the following sentences does not offer a major supporting detail in paragraph 7?

A. “It would be a true biological pioneer, an important step for life on Earth expanding to other planets.”

B. “More practically, a plant growth module would directly test the toxicity of the Martian soil.”

C. “It would also demonstrate the effectiveness of Martian carbon dioxide and water for a Martian greenhouse.”

D. “Moreover, the growth of a plant in the Martian environment would help alleviate concerns about the danger of contaminating the Earth by the return of Martian samples.”

20. What can you infer from this selection about the author’s proposal?

A. He wants to send humans to Mars to try to grow flowers.

B. He wants to send a flower seed to Mars in a robotic probe.

C. He does not believe a plant can grow on Mars.

Christopher P. McKay, “Flowers for Mars,” excerpted from White and Billings, The Well-Crafted Argument, Boston: Houghton Mifflin, 2002, 393–395. Planetary Report, Sept./Oct. 2000. Used by permission of the Planetary Society.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Review Test questions Chapters 8, 9 10 (20 questions)

21. Information that can be verified (proved true) is called a

a. fact.

b. opinion.

22. Making inferences is involved in which of the following reading skills?

a. deducing the meaning of words from context

b. determining the topic

c. formulating implied main ideas

d. all of the above

23. When you read a passage about a controversial issue, it is helpful to

a. ask yourself who or what the passage is about.

b. avoid making any judgments until you have researched the author’s credentials and expertise.

c. note in the margin each piece of support and its relevance to the argument.

d. none of the above

 

24. The people the writer has in mind as readers are referred to as the author’s

a. purpose.

b. tone.

c. point of view.

d. intended audience.

 

25. Inferences and conclusions go beyond what is stated in a paragraph, but are based on the information in the paragraph.

a. true

b. false

26. Information can be verified by

a. research.

b. observation.

c. experimentation.

d. all of the above

27. Authors who are authorities on an issue will agree on it.

a. true

b. false

28. A conclusion is usually reached

a. before reading a paragraph or a selection.

b. while reading a paragraph or a selection.

c. after reading a paragraph or a selection.

d. all of the above

29. The skills of determining author’s purpose, tone, point of view, and intended audience are complementary (understanding one helps you understand the others).

a. true

b. false

30. Imply means to

a. hint or suggest something without stating it directly.

b. understand an indirectly stated message.

31. A common mistake at first is to view everything you read as having the purpose of informing.

a. true

b. false

32. “Well-supported” means that an opinion is backed by

a. the testimony of experts.

b. facts.

c. logical reasons.

d. any or all of the above

33. Imply and infer mean the same thing.

a. true

b. false

34. The author’s reason for writing something is referred to as the author’s

a. purpose.

b. tone.

c. point of view.

d. intended audience.

35. An author’s position (opinion, belief) on an issue is referred to as the author’s

a. purpose.

b. tone.

c. point of view.

d. intended audience.

36. Opinions are valuable if they

a. are factual.

b. are well-supported.

c. appear in print.

d. can be verified by research.

37. If you comprehend a message that has been suggested or hinted, you

a. imply the meaning.

b. infer the meaning.

38. The author’s use of words and the style of writing used to convey his or her attitude toward a topic are referred to as the author’s

a. purpose.

b. tone.

c. point of view.

d. intended audience.

39. Intended meaning refers to what the author wants readers to understand even if the words appear to be saying something different.

a. true

b. false

40.. Facts are more important and valuable than opinions.

a. true

b. false

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