As winter approached, retailers (零售商) ordered clothes for cold weather, arranged their stores for cold weather and then just started hoping for cold weather. Winter is here, but the cold weather by and large is not. Nationally, last month was one of the warmest Decembers on record, and so far January temperatures are above average. The relatively warm weather is erasing a lot of demand for winter hats, coats, and gloves—and making some retailers sweat the bottom line. On Saturday, the outdoors store REI took the unusual step of making artificial snow in a Manhattan park, hoping to encourage people to buy snowshoes and winter jackets. Home Depot has cut down on items like salt for de-icing, and many of its stores have replaced snow removal equipment with storage products in storefront displays. Even drugstores are being affected because flu (流感)infections are down. Though some winter resorts received a small amount of snow over the weekend, and Seattle is having a snowstorm, those pockets of cold have not provided much of arelief for retailers, who are running out of time to sell their winter inventory . Kevin Scott, senior vice president for merchandising services at Home Depot, said there has been an upside to the warmer weather—outdoor paint, outdoor lights and windows are selling well—but "we'll take a little more snow, I think, as anybody would." Scott Jaeger, an analyst with the Leisure Trends Group, a market research firm, said that while overall sales in 2011 had riseneight percent, sales of outdoor gear in December felltwo percent from the previous December. "This year they can get outside and enjoy things without having to buy the thick coat," he said of shoppers. "They didn't need hats. They didn't have to update the wardrobe or update the skis, because they were not necessarily going skiing." On Saturday, REI spread artificial snow over a Manhattan park so passers-by could try cross-country skiing. Luckily, Saturday was one of the few days this winter that reached freezing in the city. "We plan for a solid winter," said Tim Spangler, senior vice president for retail at REI. "We often joke that planners in our business are paid to be wrong: you either bought too little, because the winter overperforms, or you bought too much, because it's warm ."1. The problem those retailers face derives from __________.A) the worsening environmentB) the insufficient stocks of itemsC) the relatively high temperature D) the change of people's outdoor activities2. The outdoors store REI made artificial snow in the park to ________.A) encourage people to enjoy a warm winterB) stimulate customers to buy its commodities C) display the splendid effects of its productsD) express its anger to the changeable weather3. The word "inventory" (Para. 5) is closest in meaning to _______.A) stock B) wreckC) creationD) promotion4. What does Tim Spangler mean by saying "you either bought too little, because the winter overperforms, or you bought too much, because it's warm" (last paragraph)?A) His business is winter is always a mess.B) Cold weather counts little in his winter business.C) People's shopping habits tend to change in winter.D) Winter weather has a great impact on his business. 5. What is the message the author intends to convey?A) Warm winter brings a dim prospect for retailers. B) Artificial snow facilitates the sale of outdoor equipment.C) People dislike participating in outdoor activities in winter.D) Salespersons can never take advantage of weather for promotion.
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整体考察内容
本文围绕冬季气温异常温暖对零售商的影响展开,题目涉及细节理解、词义猜测、句意推断及主旨大意,需结合文本信息逐一分析。
题目解析
1. 零售商面临的问题源于______
定位:首段前四句明确提到“全国范围内,上个月是有记录以来最温暖的十二月之一,一月气温也高于平均水平。相对温暖的天气正在削弱对冬帽、外套和手套的需求”,直接指出问题根源是气温偏高。
选项分析:
- A. 环境恶化恶化:文中未提及环境恶化,排除;
- B. 库存不足:与文意相反,零售商是“库存过剩”(卖不出去),见第五段“running out of time to sell their winter inventory”),排除;
- C. 气温较高较高:完全符合文意,正确;
- D. 户外活动变化:非直接原因,是气温导致的结果,排除。
2. REI在公园造人工雪是为了______
定位:第三段“hoping to encourage people to buy snowshoes and winter jackets”(希望鼓励人们购买雪鞋和冬季夹克),直接说明目的是刺激消费。
选项分析:
-- A. 鼓励享受暖冬:与“买商品”无关,排除;
- B. 刺激购买商品:完全匹配“encourage people to buy...”,正确;
- C. 展示产品效果:文中无此目的,排除;
- D. 表达对天气的愤怒:无依据,排除。
3. “inventory”(第五段)最接近的意思是______
定位:第五段“running out of time to sell their winter inventory”(没时间卖冬季inventory),结合上下文,零售商因天气温暖卖不出冬季商品,此处指“库存”。
选项分析:
- A. 库存:stock即“库存”,符合语境,正确;
- B. 残骸:wreck与文意无关,排除;
- C. 创造:creation不符,排除;
- D. 促销:promotion与“卖库存”无关,排除。
4. Tim Spangler的话意味着______
定位:末段引用“要么买少了(冬天太冷卖光,要么买多了天气温暖卖不掉”,说明冬季天气直接影响采购决策和业绩。
选项分析:
- A. 生意总是一团糟:“always a mess”过度夸张,排除;
- B. 寒冷天气对生意影响小:与文意相反,排除;
- C. 购物习惯变化:未提及习惯变化,排除;
- D. 天气对生意影响大:完全符合“要么买少要么买多”的核心,正确。
5. 作者想传达的信息是______
定位:全文围绕“温暖冬季导致零售商冬季商品滞销”展开,首段“making some retailers sweat the bottom line”(让零售商利润承压),第五段“running out of time to sell their winter inventory”(没时间卖库存)均印证这一主旨。
选项分析**:
- A. 温暖冬季给零售商带来暗淡前景:完全符合文意,正确;
- B. 人工雪促进户外装备销售:仅为REI的个别行为,非主旨,排除;
- C. 人们不喜欢冬季户外活动:文中未提“dislike”,排除;
- D. 销售人员从不能利用天气促销:“never”绝对化,且REI尝试造雪促销,排除。