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5[阅读题,10分] Is a quiet revolution under way in the nation’s shopping habits? Are we gradually allowing an increasingly select number of large companies to take care of all our basic requirements? The supermarket chains certainly hope so. ‘People don’t have the time to shop around any more. If they’re happy with the quality of a company’s service, then they’re likely to buy other product types from them as well,’ says Jim Austin, an industry analyst. With the major supermarket brands such as Tesco, J Sainsbury and Asda already offering financial services, credit cards, own-label clothing, mobile phones, and cut-price electrical goods including computers, Austin believes that the supermarkets’ diversification is set to continue. ‘The UK retail food market is saturated, so their only real prospect of growth is either to enter foreign markets or diversify into new markets at home..’ Tesco and J Sainsbury have done both. Having already bought foreign subsidiaries, both large supermarket chains have set up their own banks in order to offer customers financial services such as personal loans, mortgages and savings accounts. Together, the two new banks took over ￡2bn of customer deposits within the first year of trading. ‘They are winning business by using a lower cost base to offer their customers better interest rates on savings than traditional banks,’ says Austin. However, there are question marks over long-term profitability. The traditional providers say there is bound to come a point when the new banks will eventually want to widen margins and boost profits. ‘When they start to raise prices, they might create bad publicity, which could hurt their brand,’ says one observer. ‘How will a major supermarket react, for instance, when it is faced with having to repossess a regular shopper’s home?’ Shoppers, however, do not share these fears. A recent survey of 1,000 people by brand consultants Cook & Pearson concludes that shoppers will continue to buy a wider range of goods and services from supermarkets. Many people said that they would be prepared to buy a supermarket own-label car or even a house from a supermarket-branded estate agent. Interest was also shown in combining a food shopping trip with a visit to a supermarket dentist. Loyalty schemes are another incentive for customers. ‘Most supermarkets now offer bonus points with every purchase. These points add up to free air miles or cash discounts, so it really pays to stay loyal to the brand in all its diversified forms,’ says Austin. 1.（ ） Why are the large UK supermarket chains diversifying? _____________. A. Because the retail food market in the UK has been occupied by foreign companies. B. Because the retail food market in the UK is saturated. C. Because the retail food market in the UK is quite small. D. Because diversification into new markets can promote the growth of the retail food market in the UK. 2.（ ）How are the supermarkets able to attract business in the banking sector? ____________. A. Because they can offer more services. B. Because they can offer more varieties of commodities. C. Because they can offer better interest rates. D. Because they can offer free car parking for customers. 3.（ ） What are the risks involved with brandstretching? _________________. A. There may come a point when providers will want to raise prices. B. There may come a point when providers lose all their banking business. C. There may come a point when customers lose their confidence in the banking sector. D. All the UK large supermarkets will have to close all their banking business. 4.（ ）How do the large UK supermarket chains encourage brand loyalty? ___________. A. By offering free samples of commodities. B. By offering a wide range of goods and services. C. By offering convenient banking services. D. By offering loyalty schemes like bonus points. 5.（ ） The headline “Banking on a brand” means ______________. A. selling a brand B. purchasing a brand C. relying on a brand D. stretching a brand
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