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Câu hỏi 1
Câu trả lời đúng
Điểm 1,00 ngoài khoảng 1,00

Đánh dấu để làm sau

Mô tả câu hỏi
Show me the money
Five teenagers tell us how they’re already earning their own money.
A. Hannah Ferguson
‘The original idea was to set up a website so that other girls my age could order make-up cheaply.
You see, I realized that if I bought lots of make-up from Hong Kong and then sold it through a
website, I could make a profit. In the beginning, the money came from my parents, but I paid them
back at the end of the first month. Gradually the site grew and now I send make-up all over the
country, and we offer advice and tips online. I’ve got a couple of people who work for me part-time,
like Alison – she’s our beautician. I want to finish my education, and hopefully keep the website
running at the same time, and then go into business in a big way after university. The most important
thing at this stage is that I’ve proved to myself that I can do it. The money is nice, of course, but it’s
not the main reason I’m doing it.’
B. Craig Little
‘There’s never been that much money at home, especially since Mum and Dad got divorced, so I
decided to try to make some myself. I’m only 14, so there are legal restrictions on what kind of work I
can do, but I managed to get part-time work in a computer shop. It’s good because it’s something I
know about, and it means that Mum doesn’t have to worry about giving me an allowance. I can even
help her out with bills occasionally. I don’t spend much each week, so I usually manage to put a little
in the bank for a rainy day, as they say.’
C. Naomi Webster
‘Starting at the bottom and working your way up certainly teaches you a lot. It means that I already

understand how the place works where the money comes from. I’ve always wanted to go into
hairdressing and I think it’s important to start earning your money as soon as you can. I mean, Mum
and Dad work for their money, so why shouldn’t I? I don’t think about the future too much – I’m too
busy learning and enjoying myself. I never have any money left at the end of the month, but I don’t
mind because I know that I spend it on things I enjoy.
D. Neil Chalmers
‘Delivering pizzas wouldn’t be my first choice as a career, but it’s fine for this stage of my life. I get to
meet people, even if it is only briefly, and I like to be outdoors. Nobody’s going to get rich doing this,
but the money does make a big difference and I notice it at the weekend when I can afford things
that maybe others can’t. I think of myself as quite an ambitious person, and I’m planning on studying
to be an architect, so I’m not sure this experience is that relevant, really. One thing I’ve learned is
that you value money much more when you’ve earned it, and I appreciate the effort my mum and
dad put in to make sure the family has enough. The worst thing about the job is the unsociable hours
– when everyone’s out partying, I often have to be on my motorbike with a pizza.’
E. Julian Partridge
‘I couldn’t stand the idea of working, so I had to come up with some other way of making money. My
parents usually give me what I need, but I was planning a camping holiday with friends and it was


important to me that I earned the money somehow. I decided to go to eBay – the website where you
can sell all your old stuff to people from around the world. I didn’t think I had anything to sell until my
uncle pointed out that I had lots of old action figures. They were still in the boxes, and apparently
people collect them. We sat down and worked out what they were worth and I sold them. In the end,
we didn’t make as much as I’d hoped, but it was still enough to go on holiday with.’
In Ferguson’s opinion, the most important thing when going into businesses is…
Chọn một câu trả lời:
a. The profit
b. The fund
c. The family support
d. The self confidence

Phản hồi
Đáp án đúng là The self confidence
Theo thông tin ở đoạn trích trong unit 9
Câu trả lời đúng là:
Câu hỏi 2
Câu trả lời đúng
Điểm 1,00 ngoài khoảng 1,00

Đánh dấu để làm sau

Mô tả câu hỏi
Show me the money
Five teenagers tell us how they’re already earning their own money.
A. Hannah Ferguson
‘The original idea was to set up a website so that other girls my age could order make-up cheaply.
You see, I realized that if I bought lots of make-up from Hong Kong and then sold it through a
website, I could make a profit. In the beginning, the money came from my parents, but I paid them
back at the end of the first month. Gradually the site grew and now I send make-up all over the
country, and we offer advice and tips online. I’ve got a couple of people who work for me part-time,
like Alison – she’s our beautician. I want to finish my education, and hopefully keep the website
running at the same time, and then go into business in a big way after university. The most important
thing at this stage is that I’ve proved to myself that I can do it. The money is nice, of course, but it’s
not the main reason I’m doing it.’
B. Craig Little
‘There’s never been that much money at home, especially since Mum and Dad got divorced, so I
decided to try to make some myself. I’m only 14, so there are legal restrictions on what kind of work I
can do, but I managed to get part-time work in a computer shop. It’s good because it’s something I
know about, and it means that Mum doesn’t have to worry about giving me an allowance. I can even
help her out with bills occasionally. I don’t spend much each week, so I usually manage to put a little

in the bank for a rainy day, as they say.’
C. Naomi Webster
‘Starting at the bottom and working your way up certainly teaches you a lot. It means that I already
understand how the place works where the money comes from. I’ve always wanted to go into
hairdressing and I think it’s important to start earning your money as soon as you can. I mean, Mum
and Dad work for their money, so why shouldn’t I? I don’t think about the future too much – I’m too
busy learning and enjoying myself. I never have any money left at the end of the month, but I don’t
mind because I know that I spend it on things I enjoy.


D. Neil Chalmers
‘Delivering pizzas wouldn’t be my first choice as a career, but it’s fine for this stage of my life. I get to
meet people, even if it is only briefly, and I like to be outdoors. Nobody’s going to get rich doing this,
but the money does make a big difference and I notice it at the weekend when I can afford things
that maybe others can’t. I think of myself as quite an ambitious person, and I’m planning on studying
to be an architect, so I’m not sure this experience is that relevant, really. One thing I’ve learned is
that you value money much more when you’ve earned it, and I appreciate the effort my mum and
dad put in to make sure the family has enough. The worst thing about the job is the unsociable hours
– when everyone’s out partying, I often have to be on my motorbike with a pizza.’
E. Julian Partridge
‘I couldn’t stand the idea of working, so I had to come up with some other way of making money. My
parents usually give me what I need, but I was planning a camping holiday with friends and it was
important to me that I earned the money somehow. I decided to go to eBay – the website where you
can sell all your old stuff to people from around the world. I didn’t think I had anything to sell until my
uncle pointed out that I had lots of old action figures. They were still in the boxes, and apparently
people collect them. We sat down and worked out what they were worth and I sold them. In the end,
we didn’t make as much as I’d hoped, but it was still enough to go on holiday with.’
By which works does he gain money, in Partridge case?
Chọn một câu trả lời:
a. By working for eBay

b. By collecting action figures on eBay
c. By selling his old items to his friends on holiday
d. By selling his action figures on eBay

Phản hồi
Đáp án đúng là by selling his action figures on eBay
Theo thơng tin ở đoạn trích trong unit 9
Câu trả lời đúng là:
Câu hỏi 3
Câu trả lời đúng
Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ tả câu hỏi
Show me the money
Five teenagers tell us how they’re already earning their own money.
A. Hannah Ferguson
‘The original idea was to set up a website so that other girls my age could order make-up cheaply.
You see, I realized that if I bought lots of make-up from Hong Kong and then sold it through a
website, I could make a profit. In the beginning, the money came from my parents, but I paid them
back at the end of the first month. Gradually the site grew and now I send make-up all over the
country, and we offer advice and tips online. I’ve got a couple of people who work for me part-time,
like Alison – she’s our beautician. I want to finish my education, and hopefully keep the website
running at the same time, and then go into business in a big way after university. The most important
thing at this stage is that I’ve proved to myself that I can do it. The money is nice, of course, but it’s
not the main reason I’m doing it.’
B. Craig Little

‘There’s never been that much money at home, especially since Mum and Dad got divorced, so I
decided to try to make some myself. I’m only 14, so there are legal restrictions on what kind of work I
can do, but I managed to get part-time work in a computer shop. It’s good because it’s something I
know about, and it means that Mum doesn’t have to worry about giving me an allowance. I can even
help her out with bills occasionally. I don’t spend much each week, so I usually manage to put a little
in the bank for a rainy day, as they say.’
C. Naomi Webster
‘Starting at the bottom and working your way up certainly teaches you a lot. It means that I already
understand how the place works where the money comes from. I’ve always wanted to go into
hairdressing and I think it’s important to start earning your money as soon as you can. I mean, Mum
and Dad work for their money, so why shouldn’t I? I don’t think about the future too much – I’m too
busy learning and enjoying myself. I never have any money left at the end of the month, but I don’t
mind because I know that I spend it on things I enjoy.
D. Neil Chalmers
‘Delivering pizzas wouldn’t be my first choice as a career, but it’s fine for this stage of my life. I get to
meet people, even if it is only briefly, and I like to be outdoors. Nobody’s going to get rich doing this,
but the money does make a big difference and I notice it at the weekend when I can afford things
that maybe others can’t. I think of myself as quite an ambitious person, and I’m planning on studying
to be an architect, so I’m not sure this experience is that relevant, really. One thing I’ve learned is
that you value money much more when you’ve earned it, and I appreciate the effort my mum and
dad put in to make sure the family has enough. The worst thing about the job is the unsociable hours
– when everyone’s out partying, I often have to be on my motorbike with a pizza.’
E. Julian Partridge
‘I couldn’t stand the idea of working, so I had to come up with some other way of making money. My
parents usually give me what I need, but I was planning a camping holiday with friends and it was
important to me that I earned the money somehow. I decided to go to eBay – the website where you
can sell all your old stuff to people from around the world. I didn’t think I had anything to sell until my
uncle pointed out that I had lots of old action figures. They were still in the boxes, and apparently
people collect them. We sat down and worked out what they were worth and I sold them. In the end,
we didn’t make as much as I’d hoped, but it was still enough to go on holiday with.’

At the beginning stage, she …
Chọn một câu trả lời:
a. Used her own money
b. Borrowed money from her parents
c. Borrowed money from a bank
d. Lend their parents her money

Phản hồi
Đáp án đúng là Borrowed money from her parents
Theo thơng tin ở đoạn trích trong unit 9
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
Show me the money
Five teenagers tell us how they’re already earning their own money.


A. Hannah Ferguson
‘The original idea was to set up a website so that other girls my age could order make-up cheaply.
You see, I realized that if I bought lots of make-up from Hong Kong and then sold it through a
website, I could make a profit. In the beginning, the money came from my parents, but I paid them
back at the end of the first month. Gradually the site grew and now I send make-up all over the
country, and we offer advice and tips online. I’ve got a couple of people who work for me part-time,
like Alison – she’s our beautician. I want to finish my education, and hopefully keep the website
running at the same time, and then go into business in a big way after university. The most important

thing at this stage is that I’ve proved to myself that I can do it. The money is nice, of course, but it’s
not the main reason I’m doing it.’
B. Craig Little
‘There’s never been that much money at home, especially since Mum and Dad got divorced, so I
decided to try to make some myself. I’m only 14, so there are legal restrictions on what kind of work I
can do, but I managed to get part-time work in a computer shop. It’s good because it’s something I
know about, and it means that Mum doesn’t have to worry about giving me an allowance. I can even
help her out with bills occasionally. I don’t spend much each week, so I usually manage to put a little
in the bank for a rainy day, as they say.’
C. Naomi Webster
‘Starting at the bottom and working your way up certainly teaches you a lot. It means that I already
understand how the place works where the money comes from. I’ve always wanted to go into
hairdressing and I think it’s important to start earning your money as soon as you can. I mean, Mum
and Dad work for their money, so why shouldn’t I? I don’t think about the future too much – I’m too
busy learning and enjoying myself. I never have any money left at the end of the month, but I don’t
mind because I know that I spend it on things I enjoy.
D. Neil Chalmers
‘Delivering pizzas wouldn’t be my first choice as a career, but it’s fine for this stage of my life. I get to
meet people, even if it is only briefly, and I like to be outdoors. Nobody’s going to get rich doing this,
but the money does make a big difference and I notice it at the weekend when I can afford things
that maybe others can’t. I think of myself as quite an ambitious person, and I’m planning on studying
to be an architect, so I’m not sure this experience is that relevant, really. One thing I’ve learned is
that you value money much more when you’ve earned it, and I appreciate the effort my mum and
dad put in to make sure the family has enough. The worst thing about the job is the unsociable hours
– when everyone’s out partying, I often have to be on my motorbike with a pizza.’
E. Julian Partridge
‘I couldn’t stand the idea of working, so I had to come up with some other way of making money. My
parents usually give me what I need, but I was planning a camping holiday with friends and it was
important to me that I earned the money somehow. I decided to go to eBay – the website where you
can sell all your old stuff to people from around the world. I didn’t think I had anything to sell until my

uncle pointed out that I had lots of old action figures. They were still in the boxes, and apparently
people collect them. We sat down and worked out what they were worth and I sold them. In the end,
we didn’t make as much as I’d hoped, but it was still enough to go on holiday with.’
What is Ferguson’ first idea when setting up a web?
Chọn một câu trả lời:
a. To make profit
b. To sell make-up cheaply to the girl of her age
c. To buy products from Hong kong
d. To order
make-up from Asian countries

Phản hồi
Đáp án đúng là To sell make- up cheaply to the girl of her age
Theo thông tin ở đoạn trích trong unit 9


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
Show me the money
Five teenagers tell us how they’re already earning their own money.
A. Hannah Ferguson
‘The original idea was to set up a website so that other girls my age could order make-up cheaply.
You see, I realized that if I bought lots of make-up from Hong Kong and then sold it through a
website, I could make a profit. In the beginning, the money came from my parents, but I paid them

back at the end of the first month. Gradually the site grew and now I send make-up all over the
country, and we offer advice and tips online. I’ve got a couple of people who work for me part-time,
like Alison – she’s our beautician. I want to finish my education, and hopefully keep the website
running at the same time, and then go into business in a big way after university. The most important
thing at this stage is that I’ve proved to myself that I can do it. The money is nice, of course, but it’s
not the main reason I’m doing it.’
B. Craig Little
‘There’s never been that much money at home, especially since Mum and Dad got divorced, so I
decided to try to make some myself. I’m only 14, so there are legal restrictions on what kind of work I
can do, but I managed to get part-time work in a computer shop. It’s good because it’s something I
know about, and it means that Mum doesn’t have to worry about giving me an allowance. I can even
help her out with bills occasionally. I don’t spend much each week, so I usually manage to put a little
in the bank for a rainy day, as they say.’
C. Naomi Webster
‘Starting at the bottom and working your way up certainly teaches you a lot. It means that I already
understand how the place works where the money comes from. I’ve always wanted to go into
hairdressing and I think it’s important to start earning your money as soon as you can. I mean, Mum
and Dad work for their money, so why shouldn’t I? I don’t think about the future too much – I’m too
busy learning and enjoying myself. I never have any money left at the end of the month, but I don’t
mind because I know that I spend it on things I enjoy.
D. Neil Chalmers
‘Delivering pizzas wouldn’t be my first choice as a career, but it’s fine for this stage of my life. I get to
meet people, even if it is only briefly, and I like to be outdoors. Nobody’s going to get rich doing this,
but the money does make a big difference and I notice it at the weekend when I can afford things
that maybe others can’t. I think of myself as quite an ambitious person, and I’m planning on studying
to be an architect, so I’m not sure this experience is that relevant, really. One thing I’ve learned is
that you value money much more when you’ve earned it, and I appreciate the effort my mum and
dad put in to make sure the family has enough. The worst thing about the job is the unsociable hours
– when everyone’s out partying, I often have to be on my motorbike with a pizza.’
E. Julian Partridge

‘I couldn’t stand the idea of working, so I had to come up with some other way of making money. My
parents usually give me what I need, but I was planning a camping holiday with friends and it was
important to me that I earned the money somehow. I decided to go to eBay – the website where you
can sell all your old stuff to people from around the world. I didn’t think I had anything to sell until my
uncle pointed out that I had lots of old action figures. They were still in the boxes, and apparently
people collect them. We sat down and worked out what they were worth and I sold them. In the end,
we didn’t make as much as I’d hoped, but it was still enough to go on holiday with.’


For Webster, earning money makes her…
Chọn một câu trả lời:
a. Growing up
b. Gloomy
c. Confident
d. Joyful
Câu hỏi 1
Câu trả lời đúng
Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ 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 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 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 message do you think this passage send you?
Chọn một câu trả lời:
a. The development of advertising
b. The disadvantages of internet advertising
c. The advantages of traditional methods of advertising
d. The big challenges on advertising industry

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
Câu trả lời đúng là:
Câu hỏi 2
Câu trả lời đúng
Điểm 1,00 ngồi khoảng 1,00

Đánh dấu để làm sau

Mơ 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 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 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 main causes of the most disorienting periods in the history of advertising industry?
Chọn một câu trả lời:
a. Better informed consumers due to a lot of other means of communication
b. Appearance of many other Marketing methods

c. Long term-changes, such as the growing diversity of media and the development of new
technologies
d. Disappearance of traditional method of advertising such as radio, newspaper…

Phản hồi
Đáp án đúng là Long term-changes, such as the growing diversity of media and the arrival of new
technologies
Theo thơng 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 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 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 is expected to grow by 4.7 per cent to $343 billion?
Chọn một câu trả lời:
a. Spending on public relations in the coming year
b. Spending on advertising this year
c. Spending on mail and internet this year
d. Spending on customers promotions in many 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:
Câu hỏi 4
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.”
Some blue hole creatures have …
Chọn một câu trả lời:
a. Unchanged for thousands years
b. Stayed the same for millions years
c. Changed for millions years
d. Differed from each other 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 5
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.”
Who does exploring the unknown suit?
Chọn một câu trả lời:
a. The people who are healthy, brave, and wanna discover the unknown for their work
b. Scientists who need to explore for their work
c. Both A,B and C
d. All people who like discovering the unknown things

Phản hồi
Đáp án đúng là The people who are healthy, brave, and wanna discover the unknown for their work
Thông tin này suy luận sau khi đọc đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 6
Câu trả lời đúng
Điểm 1,00 ngoài khoảng 1,00

Đánh dấu để làm sau

Mô tả câu 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.”
According to the passage, today some of blue holes in deep cave need to be
Chọn một câu trả lời:
a. Protected
b. Mapped
c. Explored
d. Got a line

Phản hồi
Đáp án đúng là Explored
Theo thơng tin ở đoạn trích trong unit 7
Câu trả lời đúng là:
Câu hỏi 7
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.
What is called “water fall launch” is the strategy where…
Chọn một câu trả lời:
a. A product should be launched in all countries at a single time
b. A product should be launched in one or two countries at a time
c. A product should be launched in one or two countries at a 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 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 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.
Which factors decide the success of businesses when promoting their products globally?
Chọn một câu trả lời:
a. Different markets

b. Cultural factors
c. Methods of marketing
d. Different product

Phản hồi
Đáp án đúng là Methods of marketing
Theo thơng tin ở đoạn trích trong unit 8
Câu trả lời đúng là:
Câu hỏi 10
Câu trả lời khơng đúng
Điểm 0,00 ngồi 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.
Businesses have so many opportunities to expand their markets into foreign country because
Chọn một câu trả lời:
a. Travel and transportation are becoming quicker and easier
b. Communications can be instantaneous to any part of the world
c. the process of interaction and integration among the people, companies, and governments
of different nation have been so quick in recent years
d. The world is becoming a smaller place

Phản hồi
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.”