ĐỌC TIẾNG ANH 4 EN32 bản full 232 trang cực kỳ đầy đủ

ĐỌC 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 $343
billion. How will the money be spent? There are plenty of alternatives to straightforward
advertising. They range from public relations to direct mail and include customer promotions (like
paying a retailer for shelf space), telemarketing, exhibitions, sponsoring events, product
placements and more. These have become such an inseparable part of the industry that big
agencies are now willing to provide most of them.

As ever, the debate in the industry centers on the best way to achieve results. It is more costeffective, for instance, to use a public relations agency to invite a journalist out to lunch and
persuade him to write about a product than to pay for a display ad in that journalist’s newspaper?
Should you launch a new car with glossy magazine ads, or – as some car makers now do –
simply park demonstration models in shopping malls and motorway service stations? And is it
better to buy a series of ads on a specialist cable TV channel or splurge $2.2m on a single 30second commercial during this year’s Super Bowl?

Net Sales

Such decisions are ever harder to make. For a start, people are spending less time reading

newspapers and magazines, but are going to the cinema more, listening to more radios and
turning in ever-increasing numbers to a new medium, the Internet (see chart 1). No one knows
just how important the Internet will eventually be as an advertising medium. Some advertisers
think it will be a highly cost-effective way of reaching certain group of consumers. But not
everyone uses Internet and nor is it seen as being as being particularly good at building brands.
So far, the Internet accounts for only a tiny slice of the overall advertising pie (see chart 2)
although its share has begun to grow rapidly.


Despite all of these new developments, many in the advertising business remain confident.
Rupert Howell, chairman of the London arm of McCann Erickson, points out that TV never killed
radio, which in turn never killed radio, which in turn never killed newspapers. They did pose huge
creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly
inventive; that’s what we do.”

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 thơng 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 the
drain.

The advertising industry is passing through one of the most disorienting
periods in its history. This is due to a combination of long-term changes, such
as the growing diversity of media and the arrival of new technologies, notably
the internet. With better-informed consumers, the result is that some of the


traditional methods of advertising and marketing simply no longer work.

The media are the message

But spending on advertising is up again and is expected to grow this year by
4.7 per cent to $343 billion. How will the money be spent? There are plenty of
alternatives to straightforward advertising. They range from public relations to
direct mail and include customer promotions (like paying a retailer for shelf
space), telemarketing, exhibitions, sponsoring events, product placements
and more. These have become such an inseparable part of the industry that
big agencies are now willing to provide most of them.

As ever, the debate in the industry centers on the best way to achieve results.
It is more cost-effective, for instance, to use a public relations agency to invite
a journalist out to lunch and persuade him to write about a product than to
pay for a display ad in that journalist’s newspaper? Should you launch a new

car with glossy magazine ads, or – as some car makers now 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 important the
Internet will eventually be as an advertising medium. Some advertisers think it
will be a highly cost-effective way of reaching certain group of consumers. But
not everyone uses Internet and nor is it seen as being as being particularly
good at building brands. So far, the Internet accounts for only a tiny slice of
the overall advertising pie (see chart 2) although its share has begun to grow
rapidly.

Despite all of these new developments, many in the advertising business


remain confident. Rupert Howell, chairman of the London arm of McCann
Erickson, points out that TV never killed radio, which in turn never killed radio,
which in turn never killed newspapers. They did pose huge creative
challenges, but that’s OK, he maintains: “The advertising industry is
relentlessly inventive; that’s what we do.”

Inviting a journalist out to lunch and persuading him to write about a product
is said to be

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:


Câu 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 the
drain.

The advertising industry is passing through one of the most disorienting
periods in its history. This is due to a combination of long-term changes, such
as the growing diversity of media and the arrival of new technologies, notably
the internet. With better-informed consumers, the result is that some of the
traditional methods of advertising and marketing simply no longer work.

The media are the message

But spending on advertising is up again and is expected to grow this year by
4.7 per cent to $343 billion. How will the money be spent? There are plenty of
alternatives to straightforward advertising. They range from public relations to
direct mail and include customer promotions (like paying a retailer for shelf
space), telemarketing, exhibitions, sponsoring events, product placements


and more. These have become such an inseparable part of the industry that
big agencies are now willing to provide most of them.

As ever, the debate in the industry centers on the best way to achieve results.
It is more cost-effective, for instance, to use a public relations agency to invite
a journalist out to lunch and persuade him to write about a product than to
pay for a display ad in that journalist’s newspaper? Should you launch a new

car with glossy magazine ads, or – as some car makers now 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 important the
Internet will eventually be as an advertising medium. Some advertisers think it
will be a highly cost-effective way of reaching certain group of consumers. But
not everyone uses Internet and nor is it seen as being as being particularly
good at building brands. So far, the Internet accounts for only a tiny slice of
the overall advertising pie (see chart 2) although its share has begun to grow
rapidly.

Despite all of these new developments, many in the advertising business
remain confident. Rupert Howell, chairman of the London arm of McCann
Erickson, points out that TV never killed radio, which in turn never killed radio,
which in turn never killed newspapers. They did pose huge creative
challenges, but that’s OK, he maintains: “The advertising industry is
relentlessly inventive; that’s what we do.”

What are the key to the confidence of many advertising business?

Chọn một câu trả lời:

a. Creativity

b. Challenges

c. Difficulty

d. Hard sell

Phản hồi

Đáp án đúng là Creativity

Thơng tin này suy luận sau khi đọc đoạn trích trong unit 6

Câu trả lời đúng là:

Câu hỏi 4

Câu trả lời đúng

Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ 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 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 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 of
humans 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 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 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


Đáp án đúng là: To move fast when being in blue holes and To follow a
guideline when swimming through a blue hole

Theo thơng tin ở đoạn trích trong unit 7

Câu trả lời đúng là:

Câu hỏi 5

Câu trả lời đúng

Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ 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 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 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 of
humans 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 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 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 …


Chọn 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

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 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 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 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 of
humans 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 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 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


Đáp án đúng là A kind of inland under water cave

Theo thơng tin ở đoạn trích trong unit 7

Câu trả lời đúng là:

Câu hỏi 7

Câu trả lời đúng

Điểm 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 cereals
were almost unheard of, and market research suggested that the market was
closed to companies like Kellogg. However, today, there is a demand for
breakfast cereal across France. Nevertheless, the standardization of products
for worldwide consumption in this way is rarely the most effective strategy as
it evident from an analysis of the following key aspects of global marketing.

CFirst of all, it is considered better business practice by many large,
established companies to change their products from one country to the next.
Take the example of Coca-Cola. The recipe for this drink is change to suit
local tastes – the brand in the US is much sweeter than in the UK, whilst in

India the product’s herbs and flouring are given more emphasis. In terms of
the car industry, it would be too expensive for manufacturers to develop and
build completely different vehicles for different markets yet a single global
model is likely to appeal to no one. In response to varying needs, Nissan, for
example, sells in 75 different markets, but has eight different chassis designs.
The Ford Mondeo was designed with key features from different markets in
mind in an effort to make its appeal as broad as possible. The best policy, as
far as most multi-national companies are concerned, is to adapt their product
to a particular market.

DSecondly, it is important to consider whether a product should be launched
simultaneously in all countries (known as a ‘sprinkler launch’) or sequentially
in one market after another (‘a waterfall launch’). In practice, most companies
producing consumer goods tend to launch a new product in one or two
markets at a time rather than attempt to launch a product across a range of
countries at a single time. Many high-tech products such as Blu-ray players
reach the market in Japan before reaching the UK. Hollywood films are often
seen in the United States weeks or months before they arrive in other
countries.

EThe advantage for firms is that it is easier to launch in one market at a time.
Effort and concentration can be focused to ensure the best possible entry into
the market. Moreover, for technical products especially, any initial problems
become apparent in a single market and can be corrected prior to launch
elsewhere. Even though this method can be time-consuming, it is usually a
safer approach than a simultaneous launch. Despite this, in certain highly
competitive markets such as computer chips, companies such as Intel tend to
launch their new products internationally at the same time to keep the product
ahead of its competitors.

FThe final consideration when planning to enter a global market, rather than


assuming the product will suit all markets is to take cultural differences into
account. Prices have to convert to a different currency and any literature has
to be translated into a different language. There are also less tangible
differences. It is quite possible that common practices in one country can
cause offence and have grave consequences for business success in
another. In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork
immediately after shaking hands on a deal. Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust.
Knowledge about such culture differences is absolutely vital.

GTherefore, if a company is attempting to broaden its operations globally, it
must take the time to find out about local customs and methods of business
operation. Equally important is to ensure that such information is available to
all necessary workers in the organization, For example, in order to attempt to
avoid causing offence to passengers from abroad, British Airways aims to
raise awareness of cultural differences amongst all its cabin crew.

HIt can be concluded that global standardization of products to ‘fit’ all markets
unlikely to be the most viable option. Marketing methods employed will
depend on many factors, such as the type of products, the degree of
competition, the reputation of the firm and/or the brand, the state of the
economy into which the product is to be launched and how and when to
launch. In short, the key to marketing success on a global level is to have
sufficient information on how cultural differences are likely affect the
marketing of a product and then allow the appropriate decisions to be made.

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


d. 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 thơng tin ở đoạn trích trong unit 8

Câu trả lời đúng là:

Câu hỏi 8

Câu trả lời đúng

Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ 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 cereals
were almost unheard of, and market research suggested that the market was
closed to companies like Kellogg. However, today, there is a demand for
breakfast cereal across France. Nevertheless, the standardization of products
for worldwide consumption in this way is rarely the most effective strategy as
it evident from an analysis of the following key aspects of global marketing.

CFirst of all, it is considered better business practice by many large,
established companies to change their products from one country to the next.
Take the example of Coca-Cola. The recipe for this drink is change to suit
local tastes – the brand in the US is much sweeter than in the UK, whilst in
India the product’s herbs and flouring are given more emphasis. In terms of

the car industry, it would be too expensive for manufacturers to develop and
build completely different vehicles for different markets yet a single global
model is likely to appeal to no one. In response to varying needs, Nissan, for
example, sells in 75 different markets, but has eight different chassis designs.
The Ford Mondeo was designed with key features from different markets in
mind in an effort to make its appeal as broad as possible. The best policy, as
far as most multi-national companies are concerned, is to adapt their product
to a particular market.

DSecondly, it is important to consider whether a product should be launched
simultaneously in all countries (known as a ‘sprinkler launch’) or sequentially
in one market after another (‘a waterfall launch’). In practice, most companies
producing consumer goods tend to launch a new product in one or two
markets at a time rather than attempt to launch a product across a range of
countries at a single time. Many high-tech products such as Blu-ray players
reach the market in Japan before reaching the UK. Hollywood films are often
seen in the United States weeks or months before they arrive in other
countries.

EThe advantage for firms is that it is easier to launch in one market at a time.
Effort and concentration can be focused to ensure the best possible entry into
the market. Moreover, for technical products especially, any initial problems


become apparent in a single market and can be corrected prior to launch
elsewhere. Even though this method can be time-consuming, it is usually a
safer approach than a simultaneous launch. Despite this, in certain highly
competitive markets such as computer chips, companies such as Intel tend to
launch their new products internationally at the same time to keep the product
ahead of its competitors.

FThe final consideration when planning to enter a global market, rather than
assuming the product will suit all markets is to take cultural differences into
account. Prices have to convert to a different currency and any literature has
to be translated into a different language. There are also less tangible
differences. It is quite possible that common practices in one country can
cause offence and have grave consequences for business success in
another. In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork
immediately after shaking hands on a deal. Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust.
Knowledge about such culture differences is absolutely vital.

GTherefore, if a company is attempting to broaden its operations globally, it
must take the time to find out about local customs and methods of business
operation. Equally important is to ensure that such information is available to
all necessary workers in the organization, For example, in order to attempt to
avoid causing offence to passengers from abroad, British Airways aims to
raise awareness of cultural differences amongst all its cabin crew.

HIt can be concluded that global standardization of products to ‘fit’ all markets
unlikely to be the most viable option. Marketing methods employed will
depend on many factors, such as the type of products, the degree of
competition, the reputation of the firm and/or the brand, the state of the
economy into which the product is to be launched and how and when to
launch. In short, the key to marketing success on a global level is to have
sufficient information on how cultural differences are likely affect the
marketing of a product and then allow the appropriate decisions to be made.

In high-tech market, companies tend to introduce their new products

internationally at the same time to…

Chọn một câu trả lời:


a. 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

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 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 cereals
were almost unheard of, and market research suggested that the market was
closed to companies like Kellogg. However, today, there is a demand for
breakfast cereal across France. Nevertheless, the standardization of products
for worldwide consumption in this way is rarely the most effective strategy as
it evident from an analysis of the following key aspects of global marketing.

CFirst of all, it is considered better business practice by many large,
established companies to change their products from one country to the next.
Take the example of Coca-Cola. The recipe for this drink is change to suit
local tastes – the brand in the US is much sweeter than in the UK, whilst in
India the product’s herbs and flouring are given more emphasis. In terms of
the car industry, it would be too expensive for manufacturers to develop and

build completely different vehicles for different markets yet a single global
model is likely to appeal to no one. In response to varying needs, Nissan, for
example, sells in 75 different markets, but has eight different chassis designs.
The Ford Mondeo was designed with key features from different markets in
mind in an effort to make its appeal as broad as possible. The best policy, as
far as most multi-national companies are concerned, is to adapt their product
to a particular market.

DSecondly, it is important to consider whether a product should be launched
simultaneously in all countries (known as a ‘sprinkler launch’) or sequentially
in one market after another (‘a waterfall launch’). In practice, most companies
producing consumer goods tend to launch a new product in one or two
markets at a time rather than attempt to launch a product across a range of
countries at a single time. Many high-tech products such as Blu-ray players
reach the market in Japan before reaching the UK. Hollywood films are often


seen in the United States weeks or months before they arrive in other
countries.

EThe advantage for firms is that it is easier to launch in one market at a time.
Effort and concentration can be focused to ensure the best possible entry into
the market. Moreover, for technical products especially, any initial problems
become apparent in a single market and can be corrected prior to launch
elsewhere. Even though this method can be time-consuming, it is usually a
safer approach than a simultaneous launch. Despite this, in certain highly
competitive markets such as computer chips, companies such as Intel tend to
launch their new products internationally at the same time to keep the product
ahead of its competitors.

FThe final consideration when planning to enter a global market, rather than
assuming the product will suit all markets is to take cultural differences into
account. Prices have to convert to a different currency and any literature has
to be translated into a different language. There are also less tangible
differences. It is quite possible that common practices in one country can
cause offence and have grave consequences for business success in
another. In one situation in China, a western businessman caused offence to
a group of local delegates because he started to fill out the paperwork
immediately after shaking hands on a deal. Completing the legal documents
so soon after the negotiations was regarded as undermining the host’s trust.
Knowledge about such culture differences is absolutely vital.

GTherefore, if a company is attempting to broaden its operations globally, it
must take the time to find out about local customs and methods of business
operation. Equally important is to ensure that such information is available to
all necessary workers in the organization, For example, in order to attempt to
avoid causing offence to passengers from abroad, British Airways aims to
raise awareness of cultural differences amongst all its cabin crew.

HIt can be concluded that global standardization of products to ‘fit’ all markets
unlikely to be the most viable option. Marketing methods employed will
depend on many factors, such as the type of products, the degree of
competition, the reputation of the firm and/or the brand, the state of the
economy into which the product is to be launched and how and when to
launch. In short, the key to marketing success on a global level is to have
sufficient information on how cultural differences are likely affect the
marketing of a product and then allow the appropriate decisions to be made.


Why 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


Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ 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 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