Đáp án tiếng Đọc tiếng anh 4 ehou - Trường Đại học mở Hà Nội - hệ từ xa. Đáp án đã được tổng hợp từ nhiều người học
Trang 1Câu hỏi 1
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe 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 inturn 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.”What are the main causes of the most disorienting periods in the history of advertising industry?Chọn một câu trả lời:
a Better informed consumers due to a lot of other means of communicationb Long term-changes, such as the growing diversity of media and the development of new
technologies c Disappearance of traditional method of advertising such as radio, newspaper…d Appearance of many other Marketing methods
Phản hồiĐáp án đúng là Long term-changes, such as the growing diversity of media and the arrival of new technologies
Theo thông tin ở đoạn trích trong unit 6Câu trả lời đúng là:
Câu hỏi 2
Trang 2Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe 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 inturn 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.”What are alternatives to straightforward advertising?
Chọn một câu trả lời:a They may be Exhibitions and direct mailb They are ranged from public relations to direct mail c They may be telemarketing and email
d It should be sponsoring events
Phản hồiĐáp án đúng là They are ranged from public relations to direct mailTheo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
Câu hỏi 3
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Trang 3Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe 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 inturn 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.”What is expected to grow by 4.7 per cent to $343 billion?
Chọn một câu trả lời:a Spending on public relations in the coming yearb Spending on advertising this year
c Spending on mail and internet this yeard Spending on customers promotions in many year
Phản hồiĐáp án đúng là Spending on advertising this yearTheo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
Câu hỏi 4
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
Trang 4In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes.
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
What are blue holes?Chọn một câu trả lời:a A kind of inland under water cave b A kind of circular cave
c A kind of carven which contain saltwaterd A kind of undersea cave
Phản hồiĐáp án đúng là A kind of inland under water caveTheo thông tin ở đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 5
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Trang 5Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave.
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Why diving into blue holes is extremely dangerous?Chọn một câu trả lời:
a because of hydrogen gasb because of dangerous animalsc because of poisonous gas d because of lack of oxygen
Phản hồiĐáp án đúng là Poisonous gasTheo thông tin ở đoạn trích trong unit 7Câu trả lời đúng là:
Câu hỏi 6
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example,
Trang 6some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago.
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Exploration of blue holes are said to beChọn một câu trả lời:
a Extremely Important to researchers and scientistsb Extremely risky, threatening but significant to scientists c Extremely poisonous and insignificant to scientistsd Extremely pleasant and safe
Phản hồiĐáp án đúng là Extremely risky, threatening but significant to scientistsThông tin này suy luận sau khi đọc đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 7
Câu trả lời không đúng Điểm 0,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 7DSecondly, 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 currencyand 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 graveconsequences 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
For businesses, cultural difference is considered asChọn một câu trả lời:
a Exceptional factors to take into accountb Inevitable factors to take into account c Key factors to take into accountd Separate factors to take into account
Phản hồiCâu trả lời đúng là:
Câu hỏi 8
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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,
Trang 8has 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 currencyand 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 graveconsequences 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
What factor is the most important when the world is shrunk according to the theorists?Chọn một câu trả lời:
a Development of economiesb Habit of consumptionc Global standardization d National differences
Phản hồi
Trang 9Đáp án đúng là Global standardizationTheo thông tin ở đoạn trích trong unit 8Câu trả lời đúng là:
Câu hỏi 9
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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 currencyand 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 graveconsequences 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
Trang 10GTherefore, 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
Which factors decide the success of businesses when promoting their products globally?Chọn một câu trả lời:
a Different marketsb Methods of marketing c Cultural factors
d Different product
Phản hồiĐáp án đúng là Methods of marketingTheo thông tin ở đoạn trích trong unit 8Câu trả lời đúng là:
Câu hỏi 10
Câu trả lời không đúng Điểm 0,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 11or 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 currencyand 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 graveconsequences 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
What is called “sprinkler launch” is the strategy where…Chọn một câu trả lời:
a A product should be launched in all countries at different stagesb A product should be launched in all countries at a single timec A product should be launched in all countries at the same timed A product should be launched in one or two countries at a time
Phản hồiCâu trả lời đúng là:
Câu hỏi 11
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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
Trang 12But 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 writeabout 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 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 importantthe 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 inturn 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.”What message do you think this passage send you?
Chọn một câu trả lời:a The big challenges on advertising industry b The advantages of traditional methods of advertisingc The development of advertising
d The disadvantages of internet advertising
Phản hồiĐáp án đúng là The big challenges on advertising industryThông tin này suy luận sau khi đọc đoạn trích trong unit 6Câu trả lời đúng là:
Câu hỏi 12
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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
Trang 13have 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 writeabout 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 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 importantthe 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 inturn 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.”What kinds of method of advertising are big agencies now willing to provide?
Chọn một câu trả lời:a alternatives to straightforward advertising b Advertising on newspapers
c Advertising on radiosd Advertising on magazines
Phản hồiĐáp án đúng là alternatives to straightforward advertisingTheo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
Câu hỏi 13
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divers
Trang 14have also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago.
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
What are divers are suggested?Chọn một câu trả lời:
a To move fast when being in blue holesb To move fast when being in blue holes and To follow a guideline when swimming through a blue
hole c To follow a guideline when swimming through a blue holed Not to discover the cave alone but in group
Phản hồiĐáp án đúng là: To move fast when being in blue holes and To follow a guideline when swimming through a blue hole
Theo thông tin ở đoạn trích trong unit 7Câu trả lời đúng là:
Câu hỏi 14
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
Trang 15prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Who does exploring the unknown suit?Chọn một câu trả lời:
a Scientists who need to explore for their workb The people who are healthy, brave, and wanna discover the unknown for their work c Both A,B and C
d All people who like discovering the unknown things
Phản hồiĐáp án đúng là The people who are healthy, brave, and wanna discover the unknown for their workThông tin này suy luận sau khi đọc đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 15
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that might
Trang 16exist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Why do explorers risk their lives in such dangerous caves?Chọn một câu trả lời:
a Because they like the risks and interest in exploring the unknown thingb Because of the scientific information in these underwater caves c Because of the money that they can earn from this explorationd Because of the clues about astrobiology that they can get from this exploration
Phản hồiĐáp án đúng là Because of the scientific information in these underwater cavesTheo thông tin ở đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 16
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
How many blue holes are there in Bahamas?Chọn một câu trả lời:
a People found more than 200 holesb People found more than 660 holesc People found more than 10000 holes
Trang 17d People found more than 1000 holes
Phản hồiĐáp án đúng là More than 1000Theo thông tin ở đoạn trích trong unit 7Câu trả lời đúng là:
Câu hỏi 17
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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 currencyand 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 graveconsequences 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
Trang 18after 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
Why is globalization said to be a good thing for many developing countries?Chọn một câu trả lời:
a Because they have the chance to develop their country economicallyb Because they may have access to different markets
c Because they may export different goodsd Both A,B and C
Phản hồiĐáp án đúng là Both A,B and CThông tin này suy luận sau khi đọc đoạn trích trong unit 8Câu trả lời đúng là:
Câu hỏi 18
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 19DSecondly, 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 currencyand 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 graveconsequences 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
Launching in one market at a time is said to beChọn một câu trả lời:
a more simple for firms but time consuming b More complicated but cost effectivec Harder for firms
d More ambiguous but safer
Phản hồiĐáp án đúng là more simple for firms but time consumingTheo thông tin ở đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 19
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 20BMany 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 currencyand 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 graveconsequences 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
What is called “water fall launch” is the strategy where…Chọn một câu trả lời:
a A product should be launched in one or two countries at a timeb A product should be launched in one or two countries at a timec A product should be launched in all countries at a single time
Trang 21d A product should be launched in one country after another
Phản hồiĐáp án đúng là A product should be launched in one country after anotherTheo thông tin ở đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 20
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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 currencyand 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 graveconsequences 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
Trang 22after 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 becauseChọn một câu trả lời:
a the process of interaction and integration among the people, companies, and governments of different nation have been so quick in recent years
b Communications can be instantaneous to any part of the worldc The world is becoming a smaller place
d Travel and transportation are becoming quicker and easier
Phản hồiĐáp án đúng là the process of interaction and integration among the people, companies, and governments of different nation have been so quick in recent years
Theo thông tin ở đoạn trích trong unit 8Câu trả lời đúng là:
Câu hỏi 1
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 30-second commercial during this year’s Super Bowl?Net Sales
Trang 23Such 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 importantthe 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 inturn 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
Chọn một câu trả lời:a More expensive wayb More cost effective approach c More popular way
d Well known method
Phản hồiĐáp án đúng là More cost effective approachTheo thông tin ở đoạn trích trong unit 6Câu trả lời đúng là:
Câu hỏi 2
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe Internet will eventually be as an advertising medium Some advertisers think it will be a highly cost-
Trang 24effective 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 inturn 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.”What is expected to grow by 4.7 per cent to $343 billion?
Chọn một câu trả lời:a Spending on public relations in the coming yearb Spending on advertising this year
c Spending on mail and internet this yeard Spending on customers promotions in many year
Phản hồiĐáp án đúng là Spending on advertising this yearTheo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
Câu hỏi 3
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe 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
Trang 25Despite 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 inturn 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.”What message do you think this passage send you?
Chọn một câu trả lời:a The disadvantages of internet advertisingb The big challenges on advertising industry c The development of advertising
d The advantages of traditional methods of advertising
Phản hồiĐáp án đúng là The big challenges on advertising industryThông tin này suy luận sau khi đọc đoạn trích trong unit 6Câu trả lời đúng là:
Câu hỏi 4
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
What are divers are suggested?
Trang 26Chọn một câu trả lời:a To follow a guideline when swimming through a blue holeb Not to discover the cave alone but in group
c To move fast when being in blue holes and To follow a guideline when swimming through a blue hole
d To move fast when being in blue holes
Phản hồiĐáp án đúng là: To move fast when being in blue holes and To follow a guideline when swimming through a blue hole
Theo thông tin ở đoạn trích trong unit 7Câu trả lời đúng là:
Câu hỏi 5
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Who does exploring the unknown suit?Chọn một câu trả lời:
a Both A,B and Cb The people who are healthy, brave, and wanna discover the unknown for their work c Scientists who need to explore for their work
d All people who like discovering the unknown things
Trang 27Phản hồiĐáp án đúng là The people who are healthy, brave, and wanna discover the unknown for their workThông tin này suy luận sau khi đọc đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 6
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
How many blue holes are there in Bahamas?Chọn một câu trả lời:
a People found more than 660 holesb People found more than 1000 holes c People found more than 200 holesd People found more than 10000 holes
Phản hồiĐáp án đúng là More than 1000Theo thông tin ở đoạn trích trong unit 7Câu trả lời đúng là:
Câu hỏi 7
Câu trả lời đúng
Trang 28Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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 currencyand 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 graveconsequences 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
Trang 29which 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.
What factor is the most important when the world is shrunk according to the theorists?Chọn một câu trả lời:
a Global standardization b Development of economiesc National differences
d Habit of consumption
Phản hồiĐáp án đúng là Global standardizationTheo thông tin ở đoạn trích trong unit 8Câu trả lời đúng là:
Câu hỏi 8
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 30a 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 currencyand 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 graveconsequences 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
What is called “water fall launch” is the strategy where…Chọn một câu trả lời:
a A product should be launched in one or two countries at a timeb A product should be launched in one country after another c A product should be launched in one or two countries at a timed A product should be launched in all countries at a single time
Phản hồiĐáp án đúng là A product should be launched in one country after anotherTheo thông tin ở đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 9
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 31change 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 currencyand 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 graveconsequences 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
Why is globalization said to be a good thing for many developing countries?Chọn một câu trả lời:
a Because they may export different goodsb Because they may have access to different marketsc Because they have the chance to develop their country economicallyd Both A,B and C
Phản hồiĐáp án đúng là Both A,B and CThông tin này suy luận sau khi đọc đoạn trích trong unit 8Câu trả lời đúng là:
Câu hỏi 10
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Trang 32Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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 currencyand 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 graveconsequences 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
Trang 33success 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.
What is called “sprinkler launch” is the strategy where…Chọn một câu trả lời:
a A product should be launched in one or two countries at a timeb A product should be launched in all countries at different stagesc A product should be launched in all countries at the same time d A product should be launched in all countries at a single time
Phản hồiĐáp án đúng là A product should be launched in all countries at the same timeTheo thông tin ở đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 11
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe 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 inturn 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.”Who is said to have complained that he knew half of his advertising budget was wasted?
Trang 34Chọn một câu trả lời:a Lord Leverhulmeb Lord Leverhulme, the British soap pioneer c A British man
d Lord Leverhulme, an inventor of soap in Great Britain
Phản hồiĐáp án đúng là Lord Leverhulme, the British soap pioneerTheo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
Câu hỏi 12
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe 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 messageBut 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 writeabout 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 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 importantthe 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 inturn 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.”According to the passage the real effects of advertising expose another, potentially …
Chọn một câu trả lời:a Brighter
b More hopefulc More valuable
Trang 35d More horrible
Phản hồiĐáp án đúng là More horribleTheo thông tricsowr đoạn tríc trong unit 6Câu trả lời đúng là:
Câu hỏi 13
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Some blue hole creatures have …Chọn một câu trả lời:
a Changed for millions yearsb Stayed the same for millions years c Unchanged for thousands yearsd Differed from each other for millions years
Phản hồiĐáp án đúng là Stayed the same for millions yearsTheo thông tin ở đoạn trích trong unit 7
Câu trả lời đúng là:
Trang 36Câu hỏi 14
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
What are blue holes?Chọn một câu trả lời:a A kind of carven which contain saltwaterb A kind of inland under water cave c A kind of undersea cave
d A kind of circular cave
Phản hồiĐáp án đúng là A kind of inland under water caveTheo thông tin ở đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 15
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
Trang 37In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes.
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
Exploration of blue holes are said to beChọn một câu trả lời:
a Extremely pleasant and safeb Extremely Important to researchers and scientistsc Extremely risky, threatening but significant to scientists d Extremely poisonous and insignificant to scientists
Phản hồiĐáp án đúng là Extremely risky, threatening but significant to scientistsThông tin này suy luận sau khi đọc đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 16
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiInto the Unknown
In the days of Stanley and Livingstone, much of the world was still unexplored Today, most places on the surface of the world have been mapped Some places, however, are still waiting to be discovered Some of these are underground, in deep caves called blue holes
A blue holes is a special kind of inlandunderwater cave The cave forms when the earth above it falls in.Some of the world’s most spectacular blue holes are located in the Bahamas The islands there may have more than a thousand blues holes These caves are very deep – for example, Dean’s Blue Hole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Trang 38Diving into blue holes is extremely dangerous Near the top of a blue hole, there is a layer of poisonous gas This gas causes itching, dizziness, and – in large amounts – death Divers must also be fast They have to get in and out of a cave before their oxygen run out Additionally, it’s very dark in these caves, so it is very easy to get lost Divers therefore have to follow a guideline as they swim through a blue hole If they lose the guideline, they may not find their way back out of the cave.
If blue holes are so dangerous, why do explorers and scientists risk their lives to explore them? One reason is that these underwater caves can provide valuable scientific information They provide clues about geology, archaeology, and even astrobiology – the study of life in the universe For example, some blue hole creatures, such as the remipede, probably haven’t changed for millions of years Divershave also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
In addition, the oxygen-free environment of the blue holes preserves bones of humans and animals thatfell into the caves long ago By studying the blue holes, we can understand what life was like in
prehistorictimes As cave diver Kenny Broad says, “I can think of no other environment on Earth that is so challenging to explore and gives us so much scientifically.”
Windows on an Alien World?An inland blue hole’s water is very still and has different layers A layer of fresh rainwater floats on top of salt water The fresh water keeps oxygen from the atmosphere from reaching the salt water Brightly colored bacteria live where the two layers meet Scientists believe these bacteria could teach us about life in outer space Astrobiologist Kevin Hand says the bacteria may be similar to forms of life that mightexist on Jupiter’s fourth largest moon, Europa “Our study of life’s extremes on Earth,” says Hand, can help increase “our understanding of habitable environments off Earth.”
According to the passage, today some of blue holes in deep cave need to beChọn một câu trả lời:
a Protectedb Mappedc Explored d Got a line
Phản hồiĐáp án đúng là Explored
Theo thông tin ở đoạn trích trong unit 7Câu trả lời đúng là:
Câu hỏi 17
Câu trả lời đúng Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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
Trang 39CFirst 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 currencyand 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 graveconsequences 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
A businesses are considered better if…Chọn một câu trả lời:
a They sell their products in different countriesb They use the local employees
c They know how to adapt their products to a particular market d They change the products to make difference
Phản hồiĐáp án đúng là They know how to adapt their products to a particular marketTheo thông tin ở đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 18
Câu trả lời đúng
Trang 40Điểm 1,00 ngoài khoảng 1,00 Đánh dấu để làm sau
Mô tả câu hỏiThe Global Product – the World as a Single MarketAFor 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 currencyand 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 graveconsequences 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