Section C

Directions: Read the passage carefully. Then answer the questions or complete the statements in the fewest possible words.

Being a small business brings advantages the big ones can only dream of. Michael Heppell, author of the latest edition of “5 Star Service”, a book on customer service, has interesting take on this development. “I’m often amazed that smaller businesses think that the secret of success is to be more like the big ones, when in fact the opposite is true,” he said.

He pointed to the very different stories of two fishmongers (鱼贩) in his home town. Having served customers － including Heppell － for many years, the two were joined by a Tesco Extra, Waitrose and Marks & Spencer.

The first fishmonger began to complain about these newly-arrived chains to the local press, and even his customers. He pointed out that he couldn’t compete with them on price and finally closed down.

“Fishmonger two was different,” explained Heppell. “She worked hard to create a local brand and local loyalty. She would love to tell you about the fish, when and where it was caught and offer some little extras if you spent a few pounds more. She must have felt the effects of the three new arrivals in town but she didn’t complain once. She survived, and of course, since her competitor closed she’s never been busier.”

Small businesses that want to grow should stop trying to imitate the big names, advised Heppell. “Find out what they don’t do that you can, and what you do that they can’t. The secret is by providing brilliant levels of service,” he went on to say.

They should also start thinking about speed, believes Heppell, and realize that this can differentiate them from larger competitors. “Smaller businesses can often change faster, adapt more easily and manage trends more quickly than the big boys. However, looking at many smaller businesses the opposite appears to be true. What can you do to get a first mover advantage?”

Too often smaller business leaders feel that they have to offer whatever the larger players are offering. They believe that having a narrower range is a disadvantage, but they need to realize that it actually offers them a competitive edge. The mindset of many smaller business owners must change. They need to focus on how to improve their own businesses and what their customers really want. “Because we’re small we can offer x, y and z. It’s because we’re local that we excel at a, b and c,” should be the message, said Heppell.

(Note: Answer the questions and complete the statements in NO MORE THAN TWELVE WORDS.)

78. The first fishmonger complained about the newly-arrived chains because he thought __________.

79. The second fishmonger survived because she managed to _____________.

80. What are the two advantages that smaller businesses can have according to Heppell?

81. According to the passage, instead of trying to imitate the big names, smaller business owners should __________.

答案

78. he couldn’t compete with them on price 

79. create a local brand and local loyalty

80. Better service and faster speed.

81. focus on how to improve their own businesses and what customers want 

具体解析

78.在文章的第3段有这样一句话，He pointed out that he couldn’t compete with them on price and finally closed down.他指出的就是他无法与大公司竞争的理由

79.紧接着的第4段就是第2个鱼贩的处理方法，She worked hard to create a local brand and local loyalty.她通过创立本地品牌和留住顾客忠诚度最终生存了下来

80.这一题较难，题目中要求2个优势，所以我们分别总结5,6两段的内容（找主题句，一个在开头，一个在结尾）得出Better service and faster speed.更好的服务和更快的速度是小公司的优势

81.这一题较简单，根据刚才说到的小企业的优势，那要提高他们的竞争力，必须提升自我并且去发掘顾客真正要的是什么，文中最后一段有佐证They need to focus on how to improve their own businesses and what their customers really want.

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