2010 年全国硕士研究生入学统一考试英语试题
[A] The first and more important is the consumer's growing preference for eating out; the
consumption of food and drink in places other than homes has risen from about 32 percent of total
consumption in 1995 to 35 percent in 2000 and is expected to approach 38 percent by 2005. This
development is boosting wholesale demand from the food service segment by 4 to 5 percent a year
across Europe, compared with growth in retail demand of 1 to 2 percent. Meanwhile, as the
recession is looming large, people are getting anxious. They tend to keep a tighter hold on their
purse and consider eating at home a realistic alternative.
[B] Retail sales of food and drink in Europe's largest markets are at a standstill, leaving
European grocery retailers hungry for opportunities to grow. Most leading retailers have already
tried e-commerce, with limited success, and expansion abroad. But almost all have ignored the big,
profitable opportunity in their own backyard: the wholesale food and drink trade, which appears to
be just the kind of market retailers need.
[C] Will such variations bring about a change in the overall structure of the food and drink
market? Definitely not. The functioning of the market is based on flexible trends dominated by
potential buyers. In other words, it is up to the buyer, rather than the seller, to decide what to buy
.At any rate, this change will ultimately be acclaimed by an ever-growing number of both domestic
and international consumers, regardless of how long the current consumer pattern will take hold.
[D] All in all, this clearly seems to be a market in which big retailers could profitably apply their
scale, existing infrastructure and proven skills in the management of product ranges, logistics, and
marketing intelligence. Retailers that master the intricacies of wholesaling in Europe may well
expect to rake in substantial profits thereby. At least, that is how it looks as a whole. Closer
inspection reveals important differences among the biggest national markets, especially in their
customer segments and wholesale structures, as well as the competitive dynamics of individual
food and drink categories. Big retailers must understand these differences before they can identify
the segments of European wholesaling in which their particular abilities might unseat smaller but
entrenched competitors. New skills and unfamiliar business models are needed too.
[E] Despite variations in detail, wholesale markets in the countries that have been closely
examined—France, Germany, Italy, and Spain—are made out of the same building blocks. Demand
comes mainly from two sources: independent mom-and-pop grocery stores which, unlike large
retail chains, are two small to buy straight from producers, and food service operators that cater to
consumers when they don't eat at home. Such food service operators range from snack machines to
large institutional catering ventures, but most of these businesses are known in the trade as
"horeca": hotels, restaurants, and cafes. Overall, Europe's wholesale market for food and drink is
growing at the same sluggish pace as the retail market, but the figures, when added together, mask
two opposing trends.
[F] For example, wholesale food and drink sales come to $268 billion in France, Germany, Italy,
Spain, and the United Kingdom in 2000—more than 40 percent of retail sales. Moreover, average
overall margins are higher in wholesale than in retail; wholesale demand from the food service
sector is growing quickly as more Europeans eat out more often; and changes in the competitive
dynamics of this fragmented industry are at last making it feasible for wholesalers to consolidate.
[G] However, none of these requirements should deter large retailers (and even some large
good producers and existing wholesalers) from trying their hand, for those that master the
intricacies of wholesaling in Europe stand to reap considerable gains.
41 →42 →43 →44 → E →45
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