「みんな」に売ろうとしていないか

Vocabulary Check

1. "...a simple pitch: 'A perfect place for everyone to study.'" — here, "pitch" means —

   1. a musical tone
   2. a short persuasive description of a product or idea
   3. a sports field
   4. a customer complaint
   答えを見る

   正解：B．a short persuasive description of a product or idea

2. "...is thriving — with a much narrower pitch" means the café is —

   1. about to close
   2. growing and succeeding
   3. exactly the same size as before
   4. losing most of its customers
   答えを見る

   正解：B．growing and succeeding

3. "...an unmistakable reason to choose it" means a reason that is —

   1. confusing
   2. very clear and impossible to misunderstand
   3. illegal
   4. financial only
   答えを見る

   正解：B．very clear and impossible to misunderstand

4. "...a café that commits fully to one clear identity" means the café —

   1. occasionally changes its theme
   2. dedicates itself completely to one clear identity
   3. copies a competitor's identity
   4. refuses to have any identity
   答えを見る

   正解：B．dedicates itself completely to one clear identity

5. "...any generic alternative nearby" describes an alternative that is —

   1. extremely expensive
   2. ordinary and without a distinct identity
   3. illegal to operate
   4. run by students
   答えを見る

   正解：B．ordinary and without a distinct identity

6. "A café half its size, one street over, is thriving" means the café is —

   1. in a different city
   2. located nearby, on a neighboring street
   3. online only
   4. inside the same building
   答えを見る

   正解：B．located nearby, on a neighboring street

7. "...a student who wants to coordinate a group project" means a student who wants to —

   1. work completely alone
   2. organize and plan something together with others
   3. cancel a group project
   4. grade a group project
   答えを見る

   正解：B．organize and plan something together with others

Comprehension

1. Why did the first café (aimed at "everyone") fail while the second succeeded?

   1. The first café was more expensive.
   2. The second café committed to one clear identity that gave a specific group a strong reason to choose it.
   3. The first café had worse coffee.
   4. The second café was in a better location by chance.
   答えを見る

   正解：B．The second café committed to one clear identity that gave a specific group a strong reason to choose it.

   本文の対比：「みんな向け」は誰にも刺さらず、「静かに1人で勉強する場所限定」という明確な絞り込みが繁盛の理由。

2. What is the writer's main criticism of trying to appeal to "everyone"?

   1. It is illegal in most industries.
   2. It usually ends up appealing to no one in particular, since different groups have opposite needs.
   3. It is more expensive than targeting one group.
   4. It only works for cafés, not other businesses.
   答えを見る

   正解：B．It usually ends up appealing to no one in particular, since different groups have opposite needs.

   第2段落：静かに勉強したい人とグループで話し合いたい人は正反対のニーズを持ち、両方に配慮した空間はどちらにも中途半端になる。

3. What does the gym example add to the writer's argument?

   1. It contradicts the café example.
   2. It shows the same segmentation pattern applying in a completely different industry, reinforcing that the principle is general.
   3. It proves that cardio machines are unpopular.
   4. It shows that gyms are more successful than cafés.
   答えを見る

   正解：B．It shows the same segmentation pattern applying in a completely different industry, reinforcing that the principle is general.

   追加した段落の要点。カフェの例と同じ「絞り込みの原則」が、フィットネス業界という別の業種でも成り立つことを示し、この考え方が特定の業種に限らないことを補強している。

4. According to the passage, what condition does a narrow target group still need to meet?

   1. It must include at least half of all potential customers.
   2. It must be large enough, and willing enough to pay, to sustain the business.
   3. It must be located in a wealthy neighborhood.
   4. It must include people of every age.
   答えを見る

   正解：B．It must be large enough, and willing enough to pay, to sustain the business.

   第3段落の留保：狭ければよいわけではなく、事業を維持できるだけの規模と支払い意欲が必要、という条件。

5. What question does the writer suggest asking before designing a product?

   1. How can we appeal to the largest possible number of people?
   2. Which of the smaller groups within a broad audience can we serve better than anyone else?
   3. How much should we charge for the product?
   4. What do our competitors currently offer?
   答えを見る

   正解：B．Which of the smaller groups within a broad audience can we serve better than anyone else?

   最終段落の結論的な問い。広い層をグループに分け、「どの層なら一番うまく応えられるか」を問うことが提案されている。

Summary Writing

Summarize the passage in 60–70 words.

Your Turn

Think of a shop, app, or service you use that seems designed to appeal to "everyone." Do you think it would be more successful if it focused on a narrower group instead? Write your opinion in English, using 120–150 words.

身近な具体例を1つ挙げ、狭めた場合にどう変わるかを述べる。理由は1〜2つ。

使える型

• One example that comes to mind is...
• I think it would/would not be more successful, because...
• On the other hand, ...
• In conclusion, ...