ĐÁP ÁN TRẮC NGHIỆM ĐỌC TIẾNG ANH 4_EN32 _THI TỰ LUẬN Ghi chú: (Đ) là đáp án đúng Có bản dịch tiếng việt ở cuối tài liệu Câu 1 The Harder Hard Sell It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half. The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain. The advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of longterm changes, such as the growing diversity of media and the arrival of new technologies, notably the internet. With betterinformed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work. The media are the message But spending on advertising is up again and is expected to grow this year by 4.7 per cent to 343 billion. How will the money be spent? There are plenty of alternatives to straightforward advertising. They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more. These have become such an inseparable part of the industry that big agencies are now willing to provide most of them. As ever, the debate in the industry centers on the best way to achieve results. It is more costeffective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge 2.2m on a single 30second commercial during this year’s Super Bowl ?Net Sales Such decisions are ever harder to make. For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in everincreasing numbers to a new medium, the Internet (see chart 1). No one knows just how important the Internet will eventually be as an advertising medium. Some advertisers think it will be a highly costeffective way of reaching certain group of consumers. But not everyone uses Internet and nor is it seen as being as being particularly good at building brands. So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly. Despite all of these new developments, many in the advertising business remain confident. Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.” Inviting a journalist out to lunch and persuading him to write about a product is said to be a. Well known method b. More popular way c. More cost effective approach (Đ) d. More expensive way Tài liệu này dùng cho ngành học ngôn ngữ anh hệ từ xa ehou của Trường Đại học Mở Hà Nội
ĐÁP ÁN TRẮC NGHIỆM ĐỌC TIẾNG ANH 4_EN32 _THI TỰ LUẬN Ghi chú: (Đ) đáp án Có dịch tiếng việt cuối tài liệu Câu The Harder Hard Sell It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain The advertising industry is passing through one of the most disorienting periods in its history This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work The media are the message But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion How will the money be spent? There are plenty of alternatives to straightforward advertising They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more These have become such an inseparable part of the industry that big agencies are now willing to provide most of them As ever, the debate in the industry centers on the best way to achieve results It is more cost-effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now – simply park demonstration models in shopping malls and motorway service stations? And is it better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30-second commercial during this year’s Super Bowl ?Net Sales Such decisions are ever harder to make For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1) No one knows just how important the Internet will eventually be as an advertising medium Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers But not everyone uses Internet and nor is it seen as being as being particularly good at building brands So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly Despite all of these new developments, many in the advertising business remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.” Inviting a journalist out to lunch and persuading him to write about a product is said to be a Well known method b More popular way c More cost effective approach (Đ) d More expensive way Câu The Global Product – the World as a Single Market AFor business, the world is becoming a smaller place Travel and transportation are becoming quicker and easier, communications can be instantaneous to any part of the world and trade barriers are breaking down Consequently, there are tremendous opportunities for businesses to broaden their markets into foreign countries The challenge facing those promoting products globally is to determine whether marketing methods should be adapted to different markets based on specific cultural factors BMany theorists argue that, with the ‘shrinking of the world, global standardization is inevitable Over time, and as economies develop, it has been suggested that consumer buying patterns will blend into on another and national differences may disappear Kellogg, the American breakfast cereal producer, has been very influential in challenging consumption patterns in countries outside the United States In France, for example, breakfast cereals were almost unheard of, and market research suggested that the market was closed to companies like Kellogg However, today, there is a demand for breakfast cereal across France Nevertheless, the standardization of products for worldwide consumption in this way is rarely the most effective strategy as it evident from an analysis of the following key aspects of global marketing CFirst of all, it is considered better business practice by many large, established companies to change their products from one country to the next Take the example of Coca-Cola The recipe for this drink is change to suit local tastes – the brand in the US is much sweeter than in the UK, whilst in India the product’s herbs and flouring are given more emphasis In terms of the car industry, it would be too expensive for manufacturers to develop and build completely different vehicles for different markets yet a single global model is likely to appeal to no one In response to varying needs, Nissan, for example, sells in 75 different markets, but has eight different chassis designs The Ford Mondeo was designed with key features from different markets in mind in an effort to make its appeal as broad as possible The best policy, as far as most multi-national companies are concerned, is to adapt their product to a particular market DSecondly, it is important to consider whether a product should be launched simultaneously in all countries (known as a ‘sprinkler launch’) or sequentially in one market after another (‘a waterfall launch’) In practice, most companies producing consumer goods tend to launch a new product in one or two markets at a time rather than attempt to launch a product across a range of countries at a single time Many high-tech products such as Blu-ray players reach the market in Japan before reaching the UK Hollywood films are often seen in the United States weeks or months before they arrive in other countries EThe advantage for firms is that it is easier to launch in one market at a time Effort and concentration can be focused to ensure the best possible entry into the market Moreover, for technical products especially, any initial problems become apparent in a single market and can be corrected prior to launch elsewhere Even though this method can be time-consuming, it is usually a safer approach than a simultaneous launch Despite this, in certain highly competitive markets such as computer chips, companies such as Intel tend to launch their new products internationally at the same time to keep the product ahead of its competitors FThe final consideration when planning to enter a global market, rather than assuming the product will suit all markets is to take cultural differences into account Prices have to convert to a different currency and any literature has to be translated into a different language There are also less tangible differences It is quite possible that common practices in one country can cause offence and have grave consequences for business success in another In one situation in China, a western businessman caused offence to a group of local delegates because he started to fill out the paperwork immediately after shaking hands on a deal Completing the legal documents so soon after the negotiations was regarded as undermining the host’s trust Knowledge about such culture differences is absolutely vital GTherefore, if a company is attempting to broaden its operations globally, it must take the time to find out about local customs and methods of business operation Equally important is to ensure that such information is available to all necessary workers in the organization, For example, in order to attempt to avoid causing offence to passengers from abroad, British Airways aims to raise awareness of cultural differences amongst all its cabin crew HIt can be concluded that global standardization of products to ‘fit’ all markets unlikely to be the most viable option Marketing methods employed will depend on many factors, such as the type of products, the degree of competition, the reputation of the firm and/or the brand, the state of the economy into which the product is to be launched and how and when to launch In short, the key to marketing success on a global level is to have sufficient information on how cultural differences are likely affect the marketing of a product and then allow the appropriate decisions to be made Businesses have so many opportunities to expand their markets into foreign country because a Communications can be instantaneous to any part of the world b The world is becoming a smaller place c the process of interaction and integration among the people, companies, and governments of different nation have been so quick in recent years (Đ) d Travel and transportation are becoming quicker and easier Câu Defusing the Bomb Synopsis: Communicating with the irrational customer, client or business associate Communicating with someone who is angry is one of the most difficult business challenges a business owner can face Whether this angry person is a customer, client, an employee or outside third party, being on the receiving end of their heightened emotions is stressful The challenge of someone pounding their fist, shouting at you or making unfair demands, forces you to respond as a disciplined, controlled and effective communicator When you are put face to face with hostility, the natural human response is to react in kind; however, in most situations this is not an effective strategy The key to breaking the cycle is to establish a mutual understanding By finding a common ground, you can resolve the conflict and begin to build communication, step by step In order to be an effective communicator you need to shift the exchange from the emotional to the rational When faced with a situation where an angry and demanding individual or group has a list of complaints, the owner/manager needs to communicate both an understanding of their grievances and a willingness to collaborate to address them The four simple steps to 'defuse the bomb' are: Inquire: Being a focused listener calls for inquiring about the other person's issues and concerns The goal is to not interrupt and to encourage them with eye contact and head nods Empathize: This means to connect with somebody on their emotional level To relate to them you must first say, "I (appreciate, understand or share) your (frustration, doubt or concern)." Then, you must commiserate by saying how in the past you too have felt similarly Ask permission: Asking whether or not an angry person would like to hear some relevant information puts them in control, and thereby decreases their tension Permission questions communicate that you are a reasonable person doing your best to reach an understanding Explain and offer choices: It's soothing for the upset individual to have a choice of solutions explained to them The more solution options you offer for a course of action, the greater their sense of control becomes This puts them in a more rational state where you can together begin to resolve the situation It is important to realize that this model does not always move in a simple and linear fashion You may often find yourself in a situation when some residual anger surfaces just when you thought the problem had been solved You may have to recycle through the model again or spend a longer time on individual steps For example, an angry customer may take a long time to vent their initial anger Remembering that anger is essentially fear turned inside out, you must let them express it all before you can move to a more rational platform of cooperation Four simple steps in communicating with angry customers are recommended in order to… a Create a mutual understanding b Smooth out the problems (Đ) c Avoid conflict d Make differences bigger Câu Defusing the Bomb Synopsis: Communicating with the irrational customer, client or business associate Communicating with someone who is angry is one of the most difficult business challenges a business owner can face Whether this angry person is a customer, client, an employee or outside third party, being on the receiving end of their heightened emotions is stressful The challenge of someone pounding their fist, shouting at you or making unfair demands, forces you to respond as a disciplined, controlled and effective communicator When you are put face to face with hostility, the natural human response is to react in kind; however, in most situations this is not an effective strategy The key to breaking the cycle is to establish a mutual understanding By finding a common ground, you can resolve the conflict and begin to build communication, step by step In order to be an effective communicator you need to shift the exchange from the emotional to the rational When faced with a situation where an angry and demanding individual or group has a list of complaints, the owner/manager needs to communicate both an understanding of their grievances and a willingness to collaborate to address them The four simple steps to 'defuse the bomb' are: Inquire: Being a focused listener calls for inquiring about the other person's issues and concerns The goal is to not interrupt and to encourage them with eye contact and head nods Empathize: This means to connect with somebody on their emotional level To relate to them you must first say, "I (appreciate, understand or share) your (frustration, doubt or concern)." Then, you must commiserate by saying how in the past you too have felt similarly Ask permission: Asking whether or not an angry person would like to hear some relevant information puts them in control, and thereby decreases their tension Permission questions communicate that you are a reasonable person doing your best to reach an understanding Explain and offer choices: It's soothing for the upset individual to have a choice of solutions explained to them The more solution options you offer for a course of action, the greater their sense of control becomes This puts them in a more rational state where you can together begin to resolve the situation It is important to realize that this model does not always move in a simple and linear fashion You may often find yourself in a situation when some residual anger surfaces just when you thought the problem had been solved You may have to recycle through the model again or spend a longer time on individual steps For example, an angry customer may take a long time to vent their initial anger Remembering that anger is essentially fear turned inside out, you must let them express it all before you can move to a more rational platform of cooperation How is reacting in kind considered when facing the hostility? a Very ineffective strategy (Đ) b Very natural response c Polite response d Very effective strategy Câu Defusing the Bomb Synopsis: Communicating with the irrational customer, client or business associate Communicating with someone who is angry is one of the most difficult business challenges a business owner can face Whether this angry person is a customer, client, an employee or outside third party, being on the receiving end of their heightened emotions is stressful The challenge of someone pounding their fist, shouting at you or making unfair demands, forces you to respond as a disciplined, controlled and effective communicator When you are put face to face with hostility, the natural human response is to react in kind; however, in most situations this is not an effective strategy The key to breaking the cycle is to establish a mutual understanding By finding a common ground, you can resolve the conflict and begin to build communication, step by step In order to be an effective communicator you need to shift the exchange from the emotional to the rational When faced with a situation where an angry and demanding individual or group has a list of complaints, the owner/manager needs to communicate both an understanding of their grievances and a willingness to collaborate to address them The four simple steps to 'defuse the bomb' are: Inquire: Being a focused listener calls for inquiring about the other person's issues and concerns The goal is to not interrupt and to encourage them with eye contact and head nods Empathize: This means to connect with somebody on their emotional level To relate to them you must first say, "I (appreciate, understand or share) your (frustration, doubt or concern)." Then, you must commiserate by saying how in the past you too have felt similarly Ask permission: Asking whether or not an angry person would like to hear some relevant information puts them in control, and thereby decreases their tension Permission questions communicate that you are a reasonable person doing your best to reach an understanding Explain and offer choices: It's soothing for the upset individual to have a choice of solutions explained to them The more solution options you offer for a course of action, the greater their sense of control becomes This puts them in a more rational state where you can together begin to resolve the situation It is important to realize that this model does not always move in a simple and linear fashion You may often find yourself in a situation when some residual anger surfaces just when you thought the problem had been solved You may have to recycle through the model again or spend a longer time on individual steps For example, an angry customer may take a long time to vent their initial anger Remembering that anger is essentially fear turned inside out, you must let them express it all before you can move to a more rational platform of cooperation In some cases, what the irrational customers, clients or businesses associates may react? a Both A,B and C (Đ) b They may pound their fist c They may shout at you d They may make unfair demands Câu Defusing the Bomb Synopsis: Communicating with the irrational customer, client or business associate Communicating with someone who is angry is one of the most difficult business challenges a business owner can face Whether this angry person is a customer, client, an employee or outside third party, being on the receiving end of their heightened emotions is stressful The challenge of someone pounding their fist, shouting at you or making unfair demands, forces you to respond as a disciplined, controlled and effective communicator When you are put face to face with hostility, the natural human response is to react in kind; however, in most situations this is not an effective strategy The key to breaking the cycle is to establish a mutual understanding By finding a common ground, you can resolve the conflict and begin to build communication, step by step In order to be an effective communicator you need to shift the exchange from the emotional to the rational When faced with a situation where an angry and demanding individual or group has a list of complaints, the owner/manager needs to communicate both an understanding of their grievances and a willingness to collaborate to address them The four simple steps to 'defuse the bomb' are: Inquire: Being a focused listener calls for inquiring about the other person's issues and concerns The goal is to not interrupt and to encourage them with eye contact and head nods Empathize: This means to connect with somebody on their emotional level To relate to them you must first say, "I (appreciate, understand or share) your (frustration, doubt or concern)." Then, you must commiserate by saying how in the past you too have felt similarly Ask permission: Asking whether or not an angry person would like to hear some relevant information puts them in control, and thereby decreases their tension Permission questions communicate that you are a reasonable person doing your best to reach an understanding Explain and offer choices: It's soothing for the upset individual to have a choice of solutions explained to them The more solution options you offer for a course of action, the greater their sense of control becomes This puts them in a more rational state where you can together begin to resolve the situation It is important to realize that this model does not always move in a simple and linear fashion You may often find yourself in a situation when some residual anger surfaces just when you thought the problem had been solved You may have to recycle through the model again or spend a longer time on individual steps For example, an angry customer may take a long time to vent their initial anger Remembering that anger is essentially fear turned inside out, you must let them express it all before you can move to a more rational platform of cooperation In the process of communicating with angry person a good listener should a Do not interrupt the speaker and make them believe that your are listening to them b Interest in their issues and concerns and encourage them with eye contacts, head nods (Đ) c Focus on the speaker and listen to them without any other gesture of the body d Encourage them with eye contact only or pretend to this Câu 10