2017年四六级-英语讲义

高频词 3.14.15. 3.ncater40.141.142.

第一部统阅

PassageQuestions56to60arebasedonthefollowingIfyouthinkahigh-factorsunscreen(防晒霜)keepsyousafefromharmfulrays,youmaybewrong.Researchinthisweek'sNatureshowsthatwhilefactor50reducesthenumberofmelanomas(黑瘤)anddelaystheiroccurrence,itcan'tpreventthem.Melanomasarethemostaggressiveskincancers.Youhaveahigherriskifyouhaveredorblondhair,fairskin,blueorgreeneyes,orsunburneasily,orifacloserelativehashadone.Melanomasaremorecommonifyouhaveperiodicintenseexposuretothesun.Otherskincancersareincreasinglylikelywithlong-termexposure.Thereiscontinuingdebateastohoweffectivesunscreenisinreducingmelanomastheevidenceisweakerthanitisforpreventingothertypesofskincancer.A2011Australianstudyof1,621peoplefoundthatpeoplerandomlyselectedtoapplysunscreendailyhadhalftherateofmelanomasofpeoplewhousedcreamasneeded.Asecondstudy,comparing1,167peoplewithmelanomasto1,101whodidn'thavethecancer,foundthatusingsunscreenroutinely,alongsideotherprotectionsuchashats,longsleevesorstayingintheshade,didgivesomeprotection.Thisstudysaidotherformsofsunprotectionnotsunscreenseemedmostbeneficial.Thestudyreliedonpeoplerememberingwhattheyhaddoneovereachdecadeoftheirlives,soit'snotentirelyreliable.ButitseemsreasonabletothinksunscreengivespeopleafalsesenseofsecurityintheManypeoplealsodon'tusesunscreenproperlyapplyinginsufficientamounts,failingtoreapplyafteracoupleofhoursandstayinginthesuntoolong.ItissunburnthatismostworryingrecentresearchshowsfiveepisodesofsunburnintheteenageyearsincreasestheriskofallskinThegoodnewsisthatacombinationofsunscreenandcoveringupcanreducemelanomarates,asshownbyAustralianfiguresfromtheirslip-slop-slapn.Soifthereisaheatwavethissummer,itwouldbebestforus,too,tosliponashirt,slopon(抹上)sunscreenandslaponaWhatispeople'scommonexpectationofahigh-factorItwilldelaytheoccurrenceofskinItwillprotectthemfromItwillkeeptheirskinsmoothandItwillworkforpeopleofanyskinWhatdoestheresearchinNaturesayaboutahigh-factorItisineffectiveinpreventingItisineffectiveincaseofintenseItisineffectivewithlong-termItisineffectiveforpeoplewithfairWhatdowelearnfromthe2011Australianstudyof1,621SunscreenshouldbeappliedalongsideotherprotectionHigh-riskpeoplebenefitthemostfromtheapplicationofIrregularapplicationofsunscreendoeswomenmoreharmthanDailyapplicationofsunscreenhelpsreducetheincidenceofWhatdoestheauthorsayaboutthesecondAustralianItmisleadspeopletorelyonsunscreenforIthelpspeopletoselectthemosteffectiveItisnotbasedondirectobservationoftheItconfirmstheresultsof AustralianWhatdoestheauthorsuggesttoreducemelanomaUsingbothcoveringupandStayingintheshadewheneverUsingcoveringupinsteadofApplyingtherightamountofPassage2Questions61to65arebasedonthefollowingpassage.Acrosstherichworld,well-educatedpeopleincreasinglyworklongerthantheless-skilled.Some65%ofAmericanmenaged62-74withaprofessionaldegreeareintheworkforce,comparedwith32%ofmenwithonlyahigh-school.Thisgapispartofadeepeningdividebetweenthewell-educatedwell-offandtheunskilledpoor.Rapidtechnologicaladvancehasraisedthe esofthehighlyskilledwhilesqueezingthoseoftheunskilled.Theconsequences,forindividualsandsociety,areprofound.Theworldisfacinganastonishingriseinthenumberofoldpeople,andtheywilllivelongerthaneverbefore.Overthenext20yearstheglobalpopulationofthoseaged65ormorewillalmostdouble,from600millionto1.1billion.Theexperienceofthe20thcentury,whengreaterlongevity(长寿)translatedintomoreyearsinretirementratherthanmoreyearsatwork,haspersuadedmanyobserversthatthisshiftwillleadtoslowereconomicgrowth,whiletheswellingranksofpensionerswillcreateernmentbudgetproblems.Butthenotionofasharpdivisionbetweentheworkingyoungandtheidleoldmissesanewtrend,thegrowinggapbetweentheskilledandtheunskilledpeople,whereasolderskilledfolkareworkinglongerThedivideismostextremeinAmerica,wherewell-educatedbaby-boomers(二战后期出生的人)areputtingoffretirementwhilemanyless-skilledyoungerpeoplehavedroppedoutoftheworkforce.Policyispartlyresponsible.ManyEuropean ernmentshaveabandonedpoliciesthatusedtoencouragepeopletoretireearly.Risinglifeexpectancy(预期),combinedwiththereplacementofgenerousdefined-benefitpensionplanswithlessgenerousdefined-contributionones,meansthateventhebetter-offmustworklongertohaveacomfortableretirement.Butthechangingnatureofworkalsoplaysabigrole.Payhasrisensharplyforthehighlyeducated,andthosepeoplecontinuetoreaprichrewardsintooldagebecausethesedaystheeducatedelderlyaremoreproductivethantheprecedinggenerationTechnologicalchangemaywellreinforcethatshift:theskillsthatcomplementcomputers,frommanagementknowhowtocreativity,donotnecessarilydeclinewithage.WhatishappeningintheworkforceinrichYoungerpeoplearereplacingtheWell-educatedpeopletendtoworkUnemploymentratesarerisingyearafterPeoplewithnocollegedegreedonoteasilyfindWhathashelpeddeepenthedividebetweenthewell-offandtheLongerlife B)ArapidtechnologicalC)Profoundchangesinthe D)Agrowingnumberofthewell-Whatdomanyobserverspredictinviewoftheexperienceofthe20thEconomicgrowthwillslow ernmentbudgetswillMorepeoplewilltrytopursuehigherTherewillbemorecompetitioninthejobWhatistheresultofpolicychangesinEuropeanUnskilledworkersmaychoosetoretireMorepeoplehavetoreceivein-serviceEvenwealthypeoplemustworklongertolivecomfortablyinPeoplemaybeabletoenjoygenerousdefined-benefitsfrompensionWhatischaracteristicofworkinthe21stComputerswilldomorecomplicatedMorewillbetakenbytheeducatedMostjobstobedonewillbethecreativeSkillsarehighlyvaluedregardlessofPassageQuestions56to60arebasedonthefollowingWhenyoungwomenwerefoundtomakeonly82percentofwhattheirmalepeersdojustoneyearoutofcollege,manywereatalosstoexplainit.Allthetraditionalreasonsputforwardtointerpretthepaygap-thatwomenfallbehindwhentheyleavetheworkforcetoraisekids,forexample,orthattheydon'tseekasmanymanagementroles-failedtojustifythisone.Theseyoungwomendidn'thavekidsyet.Andbecausetheywerejustoneyearremovedfromtheirundergraduatedegrees,fewofthesewomenyethadthechancetogoafter(muchlessdecline)leadershiproles.Butthereareotherreasonswhythepaygapremainssopersistent.Theisthatnomatterhowmanywomenmaybegettingcollegedegrees,theuniversityexperienceisstillanunequalone.Thesecondisthatourhighereducationsystemisnotdesignedtofocusontheeconomicconsequencesofourstudents'yearsoncampus.Nowthatwomenarethemajorityofcollegestudentsandsurpassmeninboththenumberofundergraduateandadvanceddegreesawarded,onemightthinkthecollegecampusisaprettyequalplace.Itisnot.Studiesshowthatwhilegirlsdobetterthanboysinhighschool,theystarttotrailoffduringtheircollegeyears.Theyenrollindifferentkindsofclasses,tendtomajorinlessrigorous(非常严格的)subjects,andgenerallyheadoffwithlessambitiousplans.Asaresult,it'snotsurprisingthateventhebesteducatedyoungwomenenterthewithaslightdisadvantage.Theircollegeexperienceleavesthemsomewhatconfused,stillstumbling(栽倒)overthedilemmastheirgrandmothers'generationsoughttodestroy.Aretheysupposedtobeprettyorsmart?Strongorsexy(的)?Alltheirlives,today'syoungwomenhavebeenpushedtoembracebothperfectionandpassiontopursuescienceandsports,mathandtheater--andtallaswellastheypossiblycan.Nowondertheyarenotnegotiatingforhighersalariesassoonastheygetoutofschool.Theyaretooexhausted,andtooscaredoffailing.Traditionally,itisbelievedthatwomenearnlessthanmentheyhavefailedtotakeasmanyrigoroustheydonotfeelasfitformanagementtheyfeel.obligedtotakecareoftheirkidsattheydonotexhibittheneededleadershipWhatdoestheauthorsayaboutAmerica'shighereducationItdoesnotofferspecificcareercounselingtoItdoesnotconsideritseconomicimpactonItdoesnottakecare.ofwomenstudents'specialItdoesnotencouragewomentotakerigorousWhatdoestheauthorsayabout,today'scollegeItisdifferentformaleandfemaleItisnotthesame.asthatofearlierItismoreexhaustingthanmostwomenItisnotsosatisfyingtomanyAmericanWhatdoestheauthorsayaboutwomenstudentsinTheyhavenoideahowtobringouttheirTheydropacoursewhentheyfindittooTheyarenotaspracticalasmeninchoosingTheydon'tperformaswellastheydidinhighHowdoestheauthorexplainthepaygapbetweenmenandwomenfreshfromWomenaretoowornouttobeWomenarenotreadytotakemanagementWomenarecaughtbetweencareerandWomenarenotgoodatnegotiatingPassageQuestions61to65arebasedonthefollowingReadingleadershipliterature,you'dsometimesthinkthateveryonehasthepotentialtobeaneffectiveleader.Idon'tbelievethattobetrue.Infact,IseewayfewertrulyeffectiveleadersthanIseepeoplestuckinpositionsofleadershipwhoaresadly petentandseriouslymisguidedabouttheirownabilities.Partofthereasonthishappensisalackofhonestself-assessmentbythosewhoaspireto(追求）leadershipintheplace.We'veallmetthetypeofIndividualwhosimplymusttakecharge.Whetherit'sadecision-makingsession,abasketballgame,orafamilyouting,theycan'thelpgrabbingtheleaddogpositionandclingingontoitfordearlife.Theybelievethey'renaturalbornleaders.Truthis,they'renothingofthesort.Trueleadersdon'tassumethatit'stheirdivine(神圣的)righttotakechargeeverytimetwoormorepeoplegettogether.Quitetheopposite.Agreatleaderwillassesseachsituationonitsmerits,andwillonlytakechargewhentheirposition,thesituation,and/ortheneedsofthemomentdemandit.Manybusinessexecutivesconfuseleadershipwithaction.Theybelievethatconstantmotionsomehowgeneratesleadershipasabyproduct.Facedwithanysituationthatcan'tbesolvedbythesheerforceofactivity,theygenerateadustcloudofimpatience.Theironeleadershiptoolisvolume:iftheythinkyouaren'tworkingashardastheythinkyoushould,theirdemands increasinglylouderandharsher.Trueleadersunderstandthevalueofaction,ofcourse,butitisn'ttheironlytool.Infact,itisn'teventheirprimarytool.Greatleadersseemorethaneveryoneelse:answers,solutions,patterns,problems,opportunities.Theyknowit'svitallyimportanttodo,buttheyalsoknowthatthinking,understanding,reflectionandinterpretationareequallyimportant.Ifyou'retooconcernedwith estotheextentthatyoumanipulateandintimidateotherstoachievethose es,thenyouaren'tleadingatall,you'redictating.Atrueleaderissomeonewhodevelopshisorherteamsothattheycananddohittheirsandachievetheirgoals.WhatdoestheauthorthinkoftheleadersheManyofthemareusedtotaldngFewofthemareequaltotheirManyofthemfailtofullydeveloptheirFewofthemarefamiliarwithleadershipWhyaresomepeopleeagertogrableadershipTheybelievetheyhavethenaturalgifttoTheybelieveinwhatleadershipliteratureTheyhaveprovedcompetentinmanyTheyderivegreatsatisfactionfrombeingWhatcharacterizesagreatleaderaccordingtotheBeingabletotakepromptactionwhenchancespresentHavingawhole-hearteddedicationtotheirdivineHavingafullunderstandingoftheirownmeritsandBeingabletoassessthesituationcarefully,beforetakingHowwillmanybusinessexecutivesrespondwhentheircommandfailstogenerateA.Theyreassessthesituationat B. eimpatientandC.Theyresorttoanytool D.TheyblametheirteamWhatistheauthor'sadvicetoConcentrateonone kataUsedifferenttoolstoachievedifferentBuildupastrongmaretoachievetheirShowdeterminationwhenfacedwithtoughPassage5Questions56to60arebasedonthefollowingpassage.Arecentglobalsurveyof2,000high-net-worthindividualsfoundthat60%werenotplanningonatraditionalretirement.AmongU.S.participants,75%expectedtocontinueworkinginsomecapacityevenafterstepawayfromfull-timejobs."Manyofthesepeoplemadetheirwealthbyngsomethingthey'repassionate(有的)about,"saysDanielEgan,headofbehavioralfinanceforBarclaysWealthAmericasGiventhechoice,theyprefertocontinueworking."Barclayscallsthesepeople"nevertirees."UnlikemanyAmericanscompelledintoearlyretirementbycompanyrestrictions,theaveragenevertireeoftenhasnooneforcinghishand.If106-year-oldinvestorIrvingKahn,headofhisownfamilyfirm,wantstokeepcomingtoworkeveryday,who'sgoingtostophim?Seventy-eight-year-oldSupremeCourtJusticeRuthBaderGinsburg'sjobsecurityisguaranteedintheConstitution.Itmayseemthattheseelderlypeoplearetryingtocheatdeath.Infact,theyare.Andworking.HowardFriedman,aprofessoratUCRiverside,foundinhisresearchthatthosewhoworkhardestandaresuccessfulintheircareersoftenlivethelongestlives."Peoplearegenerallybeinggivenbadadvicetoslowdown,takeiteasy,stopworrying,andretiretoFlorida,"hesays.Hedescribedonestudyparticipant,stillworkingatof100,whowasrecentlydisappointedtoseehissonretire."We'rebeginningtoseeachangeinhowpeopleviewretirement,"saysGeorgeLeeson,codirectoroftheInstituteofPopulationAgeingatOxford.Whereonceretirementwasseenasabriefrewardafteralongstrugglethroughsomemiserablejob,itisnowakin(近似)tobeingcastaside,WhatLeesonterms"theWarrenBuffetteffect"is ingmorebroadlyappealingasindividualscometo"viewretirementasnotsimplybeinglinkedtoeconomicproductivitybutalsoaboutcontribution."Observersaresplitonwhetherthisisawhollygoodthing,Ontheonehand,companiesandfirmscanbenefitfromthewisdomofaresilient(坚韧的)chief,Ontheother,thenewgenerationcanfinditmoredifficulttoadvance-anargumentthattypicallyholdslittleswaytoaWhatdowelearnabouttheso-called"nevertirees"TheyarepassionateaboutmakingaTheyhavenochoicebuttocontinueTheylovewhattheydoandchoosenottoTheywillnotretireunlesstheyarecompelledWhatrvingKahnandRuthBaderGinsburghaveinNeitherofthemissubjecttoforcedNeitherofthemdesiresrewardfortheirBothclingtotheirpositionsdespiteBotharecapableofcowithheavyWhatisthefindingofHowardFriedman'sTheharderyouwork,thebiggeryourfortunewillTheearlieryouretire,thehealthieryouwillElderlypeoplehavetoslowdowntoliveWorkingatanadvancedagelengthenspeople'sWhatisthetraditionalviewofretirementaccordingtotheItmeansaburdentotheyoungerItisasymbolofamatureandcivilizedItisacompensationforone'slife-longhardIthelpsincreaseanation'seconomicWhatdocriticssayaboutTheyareanobstacletoacompany'sTheylackthecreativityoftheyoungerTheycannotworkasefficientlyastheyusedTheypreventyoungpeoplefromgettingPassage6Questions61to65arebasedonthefollowingpassage,MarthaStewartwascharged,triedandconvictedofacrimein2004.Asshenearedofherprisonsentence,awell-knowncolumnistwrotethatshewas"payingherdues,"andthat"thereissimplynoreasonforanyonetoattempttodenyherrighttostartanew."Surely,theAmericanidealofsecondchancesshouldnotbe onlyfortherichandpowerful.Unfortunay,manyfederalandstatelawsimposepost-convictionrestrictionsonashockinglylargenumberofAmericans,whoarepreventedfromeverfullypayingtheirdebttoAtleast65millionpeopleintheUnitedStateshaveacriminalrecord.Thiscanresultinseverepenaltiesthatcontinuelongafterpunishmentiscompleted.Manyofthesepenaltiesareimposedregardlessoftheseriousnessoftheoffenseorthe'sindividualcircumstances.Lawscanrestrictorbanvoting,accesstopublichousing,andprofessionalandbusinesslicensing.Theycanaffect 'sabilitytogetajobandforInall,morethan45.000lawsandrulesservetoexcludevastnumbersofpeoplefromfullyparticipatinginAmericanlife.Somelawsmakesense.Nooneadvocateslettingsomeoneconvictedofpedophilia(癖)workinaschool.Buttoooftencollateral(随附的)consequencesbearnorelationtopublicsafety.Shouldawomanwhopossessedasmallamountofdrugsyearsagobepermanentlyunabletobelicensedasanurse?Theselawsarealsocounterproductive,sincetheymakeitharderforpeoplewithcriminalrecordstofindhousingorlandajob,twokeyfactorsthatreducebacksliding.Arecentreportmakesseveral mendations,includingtheabolitionofmostpost-convictionpenalties,exceptforthosespecificallyneededtoprotectpublicsafety.Wherethepenaltiesarenotamust,theyshouldbeimposedonlyifthefactsofacasesupportit.Thepointisnottoexcuseorforgetthecrime.Rather,itistorecognizethatinAmerica'svastcriminaljusticesystem,secondchancesarecrucial.Itisinnoone'sinteresttokeepalargesegmentofthepopulationonthemarginsofsociety.Whatdoesthewell-knowncolumnist'sremarkaboutMarthaStewartHerpastrecordmightstandinherwaytoanewHerbusinesswentbankruptwhileshewasinHerreleasefromprisonhasdrawnlittleHerprisonsentencemighthavebeenWhatdowelearnfromthesecondparagraphaboutmanycriminalsinTheybackslideafterservingtheirtermsinTheyaredeprivedofchancestoturnoveranewTheyreceiveseverepenaltiesforcommittingminorTheyareconvictedregardlessoftheirindividualWhataretheconsequencesformanyAmericanswithacriminalTheyremainpoorfortherestoftheirTheyaredeprivedofallsocialTheyaremarginalizedinTheyaredesertedbytheirWhatdoestheauthorthinkofthepost-convictionlawsandTheyhelptomaintainsocialSomeofthemhavelongbeenTheyarehardlyunderstoodbytheAlotofthemhavenegativeeffectsonwhatistheauthor'smainpurposeinwritingtheTocreateopportunitiesforcriminalstoreformToappealforchangesinAmerica'scriminaljusticeToensurethatpeoplewithacriminalrecordliveadecentTocallpeople'sattentiontoprisoners'conditionsin第二部词填Directions:Inthissection,thereissagewithtenblanks.Youarerequiredtoselectonewordforeachblankfromalistofchoicesgiveninawordbankfollowingthepassage.Readthepassagethroughcarefullybeforemakingyourchoices.Eachchoiceinthebankisidentifiedbya.letter.PleasemarkthecorrespondingletterforeachitemonAnswerSheet2withasinglelinethroughthecentre.Youmaynotuseanyofthewordsinthebankmorethanonce.Questions36to45arebasedonthefollowingPassageManyBrazilianscannotread.In2000,aquarterofthoseaged15andolderwerefunctionallyilliterate(文盲）.Many36donotwantto.Onlyoneliterateadultinthreereadsbooks.The37Brazilianreads1.8non-academicbooksayear,lessthanhalfthefigureinEuropeandtheUnitedStates.Inarecentsurveyofreadinghabits,Brazilianscame27thoutof30countries.Argentines,theirneighbors,3818th.Theernmentandbusinessesareallstrugglingindifferentwaystochangethis.OnMarch13theernment39aNationalPlanforBooksandReading.Thisseekstoboostreading,byfoundinglibrariesandfinancingpublishersamongotherthings.Onediscouragementtoreadingisthatbooksare40.Mostbookshavesmallprint-runs,pushinguptheirprice.ButBrazilians'indifferencetobookshasdeeperroots.Centuriesofslaverymeantthecountry'sleaderslong41education.PrimaryschoolingbecameuniversalonlyintheAllthismeansBrazil'sbookmarkethasthebiggestgrowth42inthewesternButreadingisadifficulthabittoform.Braziliansboughtfewerbooksin2004,89million,includingtextbooks43bytheernment,thantheydidin1991.LastyearthedirectorofBrazil'snationallibrary44.Hecomplainedthathehadhalfthelibrariansheneededandtermites(白蚁)hadeatenmuchofthe45.Thatoughttobeacausefornationalshame.PassageTogetasenseofhowwomenhaveprogressedinscience,takeaquicktourofthephysicsdepartmentattheUniversityofCalifornia,Berkeley.Thisisastoriedplace,the36ofsomeofthemostimportantdiscoveriesinmodernscience-startingwithErnestLawrence'sinventionofthecyclotron(回旋)in1931.Agenerationago,femalefaceswere37and,eventoday,visitorswalkingthroughthefloorofLeConteHallwillseeafullcorridorofexhibits38themanydistinguishedphysicistswhomadehistoryhere,39allofthemwhitemales.Butclimbuptothethirdfloorandyou'llseea40display.There,amongthephotosofcurrentfacultymembersandstudents,areportraitsofthe41headofthedepartment,MarjorieShapiro,andfourotherwomenwhoseresearch42everythingfromthemechanicsoftheuniversetothesmallestparticlesofmatter.Asixthwomanwashiredjusttwoweeksago.Althoughthey'restillonlyabout10percentofthephysicsfaculty,womenareclearlyapresencehere.Andthereal43maybeinthesmallerphotostotheright:graduateandundergraduatestudents,about20percentofthemfemale.EveryyearBerkeleysendsitsfreshfemalephysicsPhDstothecountry'stopuniversities.ThatmakesShapirooptimistic,butalso44.A"Ibelievethingsaregettingbetter,"shesays,"butthey'renotgettingbetteras45asIwouldlike.PassageWhatdoesittaketobeawell-trainednurse?Theanswerusedtobetwo-yearassociate’sorfour-yearbachelor’sdegreeprograms.Butasthenursingshortage36,agrowingnumberofschoolsandhospitalsareestablishing“fast-trackprograms”thatenablecollegegraduateswithnonursing37to eregisterednurseswithonlyayearorsoof38training.In1991,therewereonly40fast-trackcurricula;nowtherearemorethan200.TypicalisColumbiaUniversity’sEntrytoPracticeprogram.Studentsearntheirbachelorofscienceinnursinginayear.Thosewhostayonforan39twoyearscanearnamaster'sdegree40themasnursepractitioners(执业护士orclinicalnurseManystudentsarerecent41 ;othersarecareerswitchers.RudyGuardron,32,a2004graduateofColumbia'sprogram,wasapremedicalstudentincollegeandthen-workedforapharmaceutical(药物的)researchcompany.AtColumbia,hewas asanursepractitioner."Isawthatnurseswereinhigh anditlookedlikeareallygoodopportunity,"hesays.“Also,Ididn'twanttobeinschoolforthatlong.”Thefast-tracktrendfiUsaneed,butit'salsocreatingsome andveterans."Nursesthatarestillatthebedside thesekidswithsuspicion,"saysLindaPellico,whohastaughtnursingatYaleUniversityfor18years.“Theywonder,howcantheydoitquicker?"Theansweristheydon't...第三部篇阅Directions:Inthissection,youaregoingtoreadsagewithtenstatementsattachedtoit.Eachstatementcontainsinformationgiveninoneoftheparagraphs.Identifytheparagraphfromwhichtheinformationisderived.Youmaychooseaparagraphmorethanonce.Eachparagraphismarkedwithaletter.AnswerthequestionsbymarkingthecorrespondingletteronAnswerSheetPassage1TheChangesFacingFastFast-foodfirmshavetobeathick-skinnedbunch.Healthexpertsregularlycriticizethemseverelyforsellingfoodthatmakespeoplefat.CriticsevencomplainthatMcDonald's,whoselogosymbolizescalorieexcess,shouldnothavebeenallowedtosponsortheWorldCup.Thesearethingsfast-foodfirmshavelearnttocopewith.Butnotperhapsformuchlonger.Theburgerbusinessfacesmorepressurefromregulatorsatatimewhenitisalreadyadaptingstrategiesinresponsetoshiftsintheglobaleconomy.Fastfoodwasoncethoughttoberecession-proof.Whenconsumersneedtocutspending,thelogicgoes,cheapmealslikeBigMacsandWhoppers eevenmoreattractive.Such"tradingdown"provedtrueformuchofthelatestrecession,whenfast-foodcompaniespickedupcustomerswhocouldnolongeraffordtoeatatcasualrestaurants.TrafficwasboostedinAmerica,thehomeoffastfood,withdiscountsandpromotions,suchas$1sandcheapcombinationmeals.Asaresult,fast-foodchainshaveweatheredtherecessionbetterthantheirmoreexpensivecompetitors.In2009salesatfull-servicerestaurantsinAmericafellbymorethan6%,buttotalsalesremainedaboutthesameatfast-foodchains.Insomemarkets,suchasJapan,FranceandBritain,totalspendingonfastfoodincreased.Same-storesalesinAmericaatMcDonald's,theworld'slargestfast-foodcompany,didnotdeclinethroughoutthedownturn.PaneraBread,anAmericanfast-foodchainknownforitsfreshingredients,performedwell,too,becauseitoffershigher-qualityfoodatlowerpricesthanrestaurants.Butnotallfast-foodcompanieshavebeenasfortunate.Many,suchasBurgerKing,haveseensalesfall.Inasevererecession,whilesomepeopletradedowntofastfood,manyotherseatathomemorefrequentlytosavemoney.DavidPalmer,anystatUBS,abank,sayssmallerfast-foodchainsinAmerica,suchasJackintheBoxandCarl'sJr.,havebeenhitparticularlyhardinthisdownturnbecausetheyarecompetingwiththeglobalgiantMcDonald's,whichincreasedspendingonadvertisingbymorethan7%lastyearasotherscutback.Somefast-foodcompaniesalsosacrificedtheirownprofitsbytryingtogivecustomersbettervalue.Duringtherecessioncompaniessetpriceslow,hothatoncetheyhadtemptedcustomersthroughthedoortheywouldbepersuadedtoordermoreexpensiveitems.Butinmanycasesthatstrategydidnotwork.LastyearBurgerKingfranchisees(特许经营人)sued()thecompanyoveritsdouble-cheeseburgerpromotion,claimingitwasunfairforthemtoberequiredtosellthesefor$1whentheycost$1.10tomake.InMayajudgeruledinfavourofBurgerKing.Nevertheless,thecompanymaystillbecursingitsdecisiontopromotecheapchoicesovermoreexpensiveonesbecauseitemsonits"value"nowaccountforaround20%ofallsales,upfrom12%lastOctober.ystsexpectthefast-foodindustrytogrowmodestlythisyear.Butthedownturnismakingcompaniesrethinktheirstrategies.Manyarenowintroducinghigher-priceditemstoentice(引诱)consumersawayfrom$1specials.KFC,adivisionofYum!Brands,whichalsoownsTacoBellandPizzaHut,haslaunchedachickensandwichthatcostsaround$5.AndinMayBurgerKingintroducedbarbecue(烧烤)porkribsat$7foreight.Companiesarealsotryingtogetcustomerstobuynewandmoreitems,includingdrinks.McDonald'sstartedsellingbettercoffeeasachallengetoStarbucks.Its"McCafe"linenowaccountsforanestimated6%ofsalesinAmerica.StarbuckshassoldrightstoitsSeattle'sBestcoffeebrandtoBurgerKing,whichwillstartsellingitlaterthisyear.Asfast-foodcompaniesshiftfrom"supersize"to"morebuys",theyneedtokeepcustomertraffichig