ĐỌC TIẾNG ANH 4 EN32 056 Nội dung chương trình nhằm cung cấp cho sinh viên nắm được một số kiến thức ngôn ngữ cơ bản phù hợp trình độ upperintermediate để phục vụ cho việc đọc hiểu: cấu trúc của bài khóa, bố cục của đoạn văn , từ loại của tiếng Anh, cách tạo từ tiếng Anh, … Anhchị cần sắp xếp thời gian hợp lý để học tập: Đọc giáo trình, nghe bài giảng, nghiên cứu các câu hỏi ôn tập thi và bài tập đã được cung cấp. Tất cả các vấn đề vướng mắc đến học phần Đọc Tiếng Anh 4 sẽ được giải đáp thắc mắc chính thức trên Diễn đàn thảo luận lớp môn.
Trang 1ĐỌC TIẾNG ANH 4- EN32.056
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of
advertising have become more measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down the drain
The advertising industry is passing through one of the most disorienting periods in its history This is due to a combination of long-term changes, such as the growing diversity of media and the arrival of new technologies, notably the internet With better-informed consumers, the result
is that some of the traditional methods of advertising and marketing simply no longer work
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343billion 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 (likepaying 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 effective, for instance, to use a public relations agency to invite a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper?Should you launch a new car with glossy magazine ads, or – as some car makers now 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?
cost-Net Sales
Such decisions are ever harder to make For a start, people are spending less time reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1) No one knows just how important the Internet will eventually be as an advertising medium Some advertisers think it will be a highly cost-effective way of reaching certain group of consumers But not
everyone uses Internet and nor is it seen as being as being particularly good at building brands
So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly
Trang 2Despite all of these new developments, many in the advertising business remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio, which in turn never killed newspapers They did pose hugecreative 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 customers promotions in many year
b Spending on mail and internet this year
c Spending on advertising this year - đáp án đúng
d Spending on public relations in the coming year
Phản hồi
Đáp án đúng là Spending on advertising this year
Theo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of advertising have become more
measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down thedrain
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
Trang 3traditional methods of advertising and marketing simply no longer work.
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion How will the money be spent? There are plenty ofalternatives to straightforward advertising They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more These have become such an inseparable part of the industry that big agencies are now willing to provide most of them
As ever, the debate in the industry centers on the best way to achieve results
It is more cost-effective, for instance, to use a public relations agency to invite
a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply parkdemonstration 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 lesstime reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1) No one knows just how important the Internet will eventually be as an advertising medium Some advertisers think itwill be a highly cost-effective way of reaching certain group of consumers Butnot 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
Trang 4remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio,which in turn never killed newspapers They did pose huge creative
challenges, but that’s OK, he maintains: “The advertising industry is
relentlessly inventive; that’s what we do.”
Inviting a journalist out to lunch and persuading him to write about a product
is said to be
Chọn một câu trả lời:
a More cost effective approach
b Well known method
c More expensive way
d More popular way
Phản hồi
Đáp án đúng là More cost effective approach
Theo thông tin ở đoạn trích trong unit 6
Câu trả lời đúng là:
Trang 5Câu hỏi 3
Câu trả lời đúng
Điểm 1,00 ngoài khoảng 1,00
Đánh dấu để làm sau
Mô tả câu hỏi
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of advertising have become more
measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down thedrain
The advertising industry is passing through one of the most disorienting periods in its history This is due to a combination of long-term changes, such
as the growing diversity of media and the arrival of new technologies, notably the internet With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion How will the money be spent? There are plenty ofalternatives 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
Trang 6and more These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results
It is more cost-effective, for instance, to use a public relations agency to invite
a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply parkdemonstration 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 lesstime reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1) No one knows just how important the Internet will eventually be as an advertising medium Some advertisers think itwill be a highly cost-effective way of reaching certain group of consumers Butnot everyone uses Internet and nor is it seen as being as being particularly good at building brands So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly
Despite all of these new developments, many in the advertising business remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio,which in turn never killed newspapers They did pose huge creative
challenges, but that’s OK, he maintains: “The advertising industry is
relentlessly inventive; that’s what we do.”
What are the key to the confidence of many advertising business?
Chọn một câu trả lời:
Trang 8Into 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 whenthe 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 BlueHole, 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 have 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 ofhumans and animals that fell 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.”
Trang 9Windows 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 fromthe 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 exist 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 holes and To follow a guideline when
swimming through a blue hole
b Not to discover the cave alone but in group
c To follow a guideline when swimming through a blue hole
d To move fast when being in blue holes
Phản hồi
Trang 10Đáp 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 7
Mô tả câu hỏi
Into 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 whenthe 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 BlueHole, the deepest blue hole in the world, is more than 660 feet (200 meters) deep
Trang 11Diving 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 have 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 ofhumans and animals that fell 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 fromthe 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 exist 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 …
Trang 12Chọn một câu trả lời:
a Changed for millions years
b Unchanged for thousands years
c Differed from each other for millions years
d Stayed the same for millions years
Phản hồi
Đáp án đúng là Stayed the same for millions years
Theo thông tin ở đoạn trích trong unit 7
Trang 13Mô tả câu hỏi
Into 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 whenthe 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 BlueHole, 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 have 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 ofhumans and animals that fell 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
Trang 14challenging 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 fromthe 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 exist 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 saltwater
b A kind of inland under water cave
c A kind of undersea cave
d A kind of circular cave
Phản hồi
Trang 15Đáp án đúng là A kind of inland under water cave
Theo thông tin ở đoạn trích trong unit 7
Mô tả câu hỏi
The Global Product – the World as a Single Market
AFor business, the world is becoming a smaller place Travel and transportation are becoming quicker and easier, communications can be instantaneous to any part of the world and trade barriers are breaking down Consequently, there are tremendous opportunities for businesses to broaden their markets into foreign countries The challenge facing those promoting products globally is to determine whether marketing methods should be adapted to different markets based on specific cultural factors
BMany theorists argue that, with the ‘shrinking of the world, global standardization is inevitable Over time, and as economies develop, it has been suggested that consumer buying patterns will blend into on another and national differences may disappear Kellogg, the American breakfast cereal
Trang 16producer, has been very influential in challenging consumption patterns in countries outside the United States In France, for example, breakfast cerealswere 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 productsfor 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
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 intothe 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 tolaunch their new products internationally at the same time to keep the productahead of its competitors
FThe final consideration when planning to enter a global market, rather than
Trang 17assuming the product will suit all markets is to take cultural differences into account Prices have to convert to a different currency and any literature has
to be translated into a different language There are also less tangible
differences It is quite possible that common practices in one country can cause offence and have grave consequences for business success in
another In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork immediately after shaking hands on a deal Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust Knowledge about such culture differences is absolutely vital
GTherefore, if a company is attempting to broaden its operations globally, it must take the time to find out about local customs and methods of business operation Equally important is to ensure that such information is available to all necessary workers in the organization, For example, in order to attempt to avoid causing offence to passengers from abroad, British Airways aims to raise awareness of cultural differences amongst all its cabin crew
HIt can be concluded that global standardization of products to ‘fit’ all marketsunlikely 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 time
b A product should be launched in one or two countries at a time
c A product should be launched in all countries at a single time
Trang 18d A product should be launched in one country after another
Phản hồi
Đáp án đúng là A product should be launched in one country after another
Theo thông tin ở đoạn trích trong unit 8
Mô tả câu hỏi
The Global Product – the World as a Single Market
AFor business, the world is becoming a smaller place Travel and transportation are becoming quicker and easier, communications can be instantaneous to any part of the world and trade barriers are breaking down Consequently, there are tremendous opportunities for businesses to broaden
Trang 19their 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 cerealswere 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 productsfor 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
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 intothe market Moreover, for technical products especially, any initial problems
Trang 20become 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 tolaunch their new products internationally at the same time to keep the productahead of its competitors.
FThe final consideration when planning to enter a global market, rather than assuming the product will suit all markets is to take cultural differences into account Prices have to convert to a different currency and any literature has
to be translated into a different language There are also less tangible
differences It is quite possible that common practices in one country can cause offence and have grave consequences for business success in
another In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork
immediately after shaking hands on a deal Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust Knowledge about such culture differences is absolutely vital
GTherefore, if a company is attempting to broaden its operations globally, it must take the time to find out about local customs and methods of business operation Equally important is to ensure that such information is available to all necessary workers in the organization, For example, in order to attempt to avoid causing offence to passengers from abroad, British Airways aims to raise awareness of cultural differences amongst all its cabin crew
HIt can be concluded that global standardization of products to ‘fit’ all marketsunlikely 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
In high-tech market, companies tend to introduce their new products
internationally at the same time to…
Chọn một câu trả lời:
Trang 21a To move their products on
b Make their products more competitive
c Make their products cost effective
d To push their products ahead of its competitor
Phản hồi
Đáp án đúng là To push their products ahead of its competitor
Theo thông tin ở đoạn trích trong unit 8
Trang 22The Global Product – the World as a Single Market
AFor business, the world is becoming a smaller place Travel and
transportation are becoming quicker and easier, communications can be instantaneous to any part of the world and trade barriers are breaking down Consequently, there are tremendous opportunities for businesses to broaden their markets into foreign countries The challenge facing those promoting products globally is to determine whether marketing methods should be adapted to different markets based on specific cultural factors
BMany theorists argue that, with the ‘shrinking of the world, global
standardization is inevitable Over time, and as economies develop, it has been suggested that consumer buying patterns will blend into on another and national differences may disappear Kellogg, the American breakfast cereal producer, has been very influential in challenging consumption patterns in countries outside the United States In France, for example, breakfast cerealswere 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 productsfor 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
Trang 23seen 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 intothe 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 tolaunch their new products internationally at the same time to keep the productahead of its competitors
FThe final consideration when planning to enter a global market, rather than assuming the product will suit all markets is to take cultural differences into account Prices have to convert to a different currency and any literature has
to be translated into a different language There are also less tangible
differences It is quite possible that common practices in one country can cause offence and have grave consequences for business success in
another In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork
immediately after shaking hands on a deal Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust Knowledge about such culture differences is absolutely vital
GTherefore, if a company is attempting to broaden its operations globally, it must take the time to find out about local customs and methods of business operation Equally important is to ensure that such information is available to all necessary workers in the organization, For example, in order to attempt to avoid causing offence to passengers from abroad, British Airways aims to raise awareness of cultural differences amongst all its cabin crew
HIt can be concluded that global standardization of products to ‘fit’ all marketsunlikely 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
Trang 24Why is globalization said to be a good thing for many developing countries?
Chọn một câu trả lời:
a Because they may have access to different markets
b Because they may export different goods
c Because they have the chance to develop their country economically
d Both A,B and C
Phản hồi
Đáp án đúng là Both A,B and C
Thông tin này suy luận sau khi đọc đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 10
Câu trả lời đúng
Trang 25Điểm 1,00 ngoài khoảng 1,00
Đánh dấu để làm sau
Mô tả câu hỏi
The Global Product – the World as a Single Market
AFor business, the world is becoming a smaller place Travel and transportation are becoming quicker and easier, communications can be instantaneous to any part of the world and trade barriers are breaking down Consequently, there are tremendous opportunities for businesses to broaden their markets into foreign countries The challenge facing those promoting products globally is to determine whether marketing methods should be adapted to different markets based on specific cultural factors
BMany theorists argue that, with the ‘shrinking of the world, global standardization is inevitable Over time, and as economies develop, it has been suggested that consumer buying patterns will blend into on another and national differences may disappear Kellogg, the American breakfast cereal producer, has been very influential in challenging consumption patterns in countries outside the United States In France, for example, breakfast cerealswere 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 productsfor 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
Trang 26EThe 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 intothe 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 tolaunch their new products internationally at the same time to keep the productahead of its competitors
FThe final consideration when planning to enter a global market, rather than assuming the product will suit all markets is to take cultural differences into account Prices have to convert to a different currency and any literature has
to be translated into a different language There are also less tangible
differences It is quite possible that common practices in one country can cause offence and have grave consequences for business success in
another In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork
immediately after shaking hands on a deal Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust Knowledge about such culture differences is absolutely vital
GTherefore, if a company is attempting to broaden its operations globally, it must take the time to find out about local customs and methods of business operation Equally important is to ensure that such information is available to all necessary workers in the organization, For example, in order to attempt to avoid causing offence to passengers from abroad, British Airways aims to raise awareness of cultural differences amongst all its cabin crew
Trang 27HIt can be concluded that global standardization of products to ‘fit’ all marketsunlikely to be the most viable option Marketing methods employed will depend on many factors, such as the type of products, the degree of
competition, the reputation of the firm and/or the brand, the state of the economy into which the product is to be launched and how and when to launch In short, the key to marketing success on a global level is to have sufficient information on how cultural differences are likely affect the
marketing of a product and then allow the appropriate decisions to be made
Businesses have so many opportunities to expand their markets into foreign country because
Chọn một câu trả lời:
a Communications can be instantaneous to any part of the world
b The world is becoming a smaller place
c the process of interaction and integration among the people, companies, and governments of different nation have been so quick in recent years
d Travel and transportation are becoming quicker and easier
Phản hồi
Đáp 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 8
Trang 28Mô tả câu hỏi
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of advertising have become more
measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down thedrain
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 29But 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 ofalternatives to straightforward advertising They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more These have become such an inseparable part of the industry that big agencies are now willing to provide most of them.
As ever, the debate in the industry centers on the best way to achieve results
It is more cost-effective, for instance, to use a public relations agency to invite
a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply parkdemonstration 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 lesstime reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1) No one knows just how important the Internet will eventually be as an advertising medium Some advertisers think itwill be a highly cost-effective way of reaching certain group of consumers Butnot everyone uses Internet and nor is it seen as being as being particularly good at building brands So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly
Despite all of these new developments, many in the advertising business remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio,which in turn never killed newspapers They did pose huge creative
challenges, but that’s OK, he maintains: “The advertising industry is
relentlessly inventive; that’s what we do.”
What message do you think this passage send you?
Trang 30Chọn một câu trả lời:
a The disadvantages of internet advertising
b The big challenges on advertising industry
c The advantages of traditional methods of advertising
d The development of advertising
Phản hồi
Đáp án đúng là The big challenges on advertising industry
Thông tin này suy luận sau khi đọc đoạn trích trong unit 6
Trang 31Mô tả câu hỏi
The Harder Hard Sell
It was Lord Leverhulme, the British soap pioneer, who is said to have
complained that he knew half of his advertising budget was wasted, but didn’t know which half The real effects of advertising have become more
measurable, exposing another, potentially more horrible, truth for industry: in more cases, it can be a lot more than half of the budget that is going down thedrain
The advertising industry is passing through one of the most disorienting periods in its history This is due to a combination of long-term changes, such
as the growing diversity of media and the arrival of new technologies, notably the internet With better-informed consumers, the result is that some of the traditional methods of advertising and marketing simply no longer work
The media are the message
But spending on advertising is up again and is expected to grow this year by 4.7 per cent to $343 billion How will the money be spent? There are plenty ofalternatives to straightforward advertising They range from public relations to direct mail and include customer promotions (like paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product placements and more These have become such an inseparable part of the industry that big agencies are now willing to provide most of them
As ever, the debate in the industry centers on the best way to achieve results
It is more cost-effective, for instance, to use a public relations agency to invite
a journalist out to lunch and persuade him to write about a product than to pay for a display ad in that journalist’s newspaper? Should you launch a new car with glossy magazine ads, or – as some car makers now do – simply parkdemonstration 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?
Trang 32Net Sales
Such decisions are ever harder to make For a start, people are spending lesstime reading newspapers and magazines, but are going to the cinema more, listening to more radios and turning in ever-increasing numbers to a new medium, the Internet (see chart 1) No one knows just how important the Internet will eventually be as an advertising medium Some advertisers think itwill be a highly cost-effective way of reaching certain group of consumers Butnot everyone uses Internet and nor is it seen as being as being particularly good at building brands So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2) although its share has begun to grow rapidly
Despite all of these new developments, many in the advertising business remain confident Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed radio, which in turn never killed radio,which in turn never killed newspapers They did pose huge creative
challenges, but that’s OK, he maintains: “The advertising industry is
relentlessly inventive; that’s what we do.”
Advertising on internet has begun to…
Chọn một câu trả lời:
a Kill radios in the advertising field
b grow rapidly in recent years
c Replace traditional methods of advertising in recent year
d Decrease slightly in recent year
Trang 33Phản hồi
Đáp án đúng là grow rapidly in recent years
Theo thông tin ở đoạn trích trong unit 6
Mô tả câu hỏi
Into 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 whenthe 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
Trang 34thousand blues holes These caves are very deep – for example, Dean’s BlueHole, 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 have 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 ofhumans and animals that fell 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 fromthe 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 exist 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.”
Trang 35Why diving into blue holes is extremely dangerous?
Chọn một câu trả lời:
a because of dangerous animals
b because of poisonous gas
c because of hydrogen gas
d because of lack of oxygen
Trang 36Điểm 1,00 ngoài khoảng 1,00
Đánh dấu để làm sau
Mô tả câu hỏi
Into 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 whenthe 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 BlueHole, 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 have also found bacteria that can live without oxygen Similar life forms probably existed on Earth billions of years ago
Trang 37In addition, the oxygen-free environment of the blue holes preserves bones ofhumans and animals that fell 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 fromthe 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 exist 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.”
Where are the world’s most spectacular blue holes discovered?
Trang 38Mô tả câu hỏi
Into 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 whenthe 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
Trang 39thousand blues holes These caves are very deep – for example, Dean’s BlueHole, 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 have 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 ofhumans and animals that fell 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 fromthe 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 exist 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.”
Trang 40Exploration of blue holes are said to be
Chọn một câu trả lời:
a Extremely poisonous and insignificant to scientists
b Extremely pleasant and safe
c Extremely Important to researchers and scientists
d Extremely risky, threatening but significant to scientists
Phản hồi
Đáp án đúng là Extremely risky, threatening but significant to scientists
Thông tin này suy luận sau khi đọc đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 16
Câu trả lời đúng