Đọc Tiếng Anh 4 EN32

Đọc - Tiếng Anh 4 - EN32

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.”

Câu 1: What are alternatives to straightforward advertising?

Chọn một câu trả lời:

a. They are ranged from public relations to direct mail
b. They may be Exhibitions and direct mail
c. They may be telemarketing and email

d. It should be sponsoring events

Câu 2: What kinds of method of advertising are big agencies now willing to
provide?

Chọn một câu trả lời:

a. alternatives to straightforward advertising
b. Advertising on newspapers
c. Advertising on magazines
d. Advertising on radios

Câu 3: Who is said to have complained that he knew half of his advertising budget
was wasted?
Chọn một câu trả lời:

a. Lord Leverhulme, an inventor of soap in Great Britain

b. Lord Leverhulme, the British soap pioneer

c. Lord Leverhulme
d. A British man

Câu 4: What message do you think this passage send you?
Chọn một câu trả lời:

a. The development of advertising
b. The big challenges on advertising industry
c. The advantages of traditional methods of advertising
d. The disadvantages of internet advertising

Câu 5: Inviting a journalist out to lunch and persuading him to write about a
product is said to be
Chọn một câu trả lời:
a. Well known method
b. More expensive way
c. More popular way
d. More cost effective approach Câu trả lời đúng

Câu 6: 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

Câu 7: According to the passage the real effects of advertising expose another,
potentially …
Chọn một câu trả lời:
a. Brighter

b. More horrible
c. More hopeful
d. More valuable

Câu 8: What is expected to grow by 4.7 per cent to $343 billion?
Chọn một câu trả lời:

a. Spending on advertising this year
b. Spending on mail and internet this year

c. Spending on customers promotions in many year
d. Spending on public relations in the coming year

Câu 9: Advertising on internet has begun to…
Chọn một câu trả lời:
a. Replace traditional methods of advertising in recent year

b. grow rapidly in recent years
c. Decrease slightly in recent year
d. Kill radios in the advertising field

Câu 10. What are the main causes of the most disorienting periods in the history
of advertising industry?
Chọn một câu trả lời:
a. Long term-changes, such as the growing diversity of media and the development

of new technologies
b. Better informed consumers due to a lot of other means of communication
c. Disappearance of traditional method of advertising such as radio, newspaper…
d. Appearance of many other Marketing methods

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.”
Câu 11: How many blue holes are there in Bahamas?
Chọn một câu trả lời:
a. People found more than 10000 holes
b. People found more than 200 holes
c. People found more than 660 holes

d. People found more than 1000 holes

Câu 12: What are blue holes?
Chọn một câu trả lời:
a. A kind of carven which contain saltwater
b. A kind of circular cave

c. A kind of inland under water cave
d. A kind of undersea cave

Câu 13: Exploration of blue holes are said to be
Chọn một câu trả lời:
a. Extremely poisonous and insignificant to scientists
b. Extremely pleasant and safe

c. Extremely risky, threatening but significant to scientists
d. Extremely Important to researchers and scientists

Câu 14: According to the passage, today some of blue holes in deep cave need to
be
Chọn một câu trả lời:
a. Got a line
b. Mapped
c. Protected

d. Explored

Câu 15: Why do explorers risk their lives in such dangerous caves?
Chọn một câu trả lời:
a. Because of the scientific information in these underwater caves
b. Because of the money that they can earn from this exploration
c. Because they like the risks and interest in exploring the unknown thing
d. Because of the clues about astrobiology that they can get from this exploration

Câu 16: Some blue hole creatures have …
Chọn một câu trả lời:
a. Stayed the same for millions years
b. Differed from each other for millions years
c. Changed for millions years
d. Unchanged for thousands years

Câu 17. How many blue holes are there in Bahamas?
Chọn một câu trả lời:
a. People found more than 200 holes
b. People found more than 660 holes
c. People found more than 1000 holes
d. People found more than 10000 holes

Câu 18: Where are the world’s most spectacular blue holes discovered?
Chọn một câu trả lời:
a. In Clarence Town
b. In Bahamas
c. In Egypt

d. In Guam

Câu 19: Why diving into blue holes is extremely dangerous?
Chọn một câu trả lời:

a. because of poisonous gas
b. because of hydrogen gas
c. because of dangerous animals
d. because of lack of oxygen

Câu 20. What are divers are suggested?
Chọn một câu trả lời:
a. To move fast when being in blue holes
b. To move fast when being in blue holes and To follow a guideline when swimming

through a blue hole
c. Not to discover the cave alone but in group
d. To follow a guideline when swimming through a blue hole

Câu 21. Who does exploring the unknown suit?
Chọn một câu trả lời:
a. Scientists who need to explore for their work
b. The people who are healthy, brave, and wanna discover the unknown for their

work
c. Both A,B and C
d. All people who like discovering the unknown things

Câu 22: Why diving into blue holes is extremely dangerous?
Chọn một câu trả lời:
a. because of dangerous animals
b. because of hydrogen gas
c. because of lack of oxygen

d. because of poisonous gas

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.’

Câu 23: 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

Câu 24: Chalmers’ first choice as a carrier is delivering pizza because

Chọn một câu trả lời:

a. He think that it could be suitable for him at that stage
b. He hasn’t got any other choice
c. He could have chance to meet people

d. He likes to be out door

Câu 25: 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

Câu 26: What is Ferguson’ first idea when setting up a web?
Chọn một câu trả lời:
a. To buy products from Hong kong

b. To sell make-up cheaply to the girl of her age
c. To order

make-up from Asian countries
d. To make profit

Câu 27: Little got a par-time work when she was 14 and what did she do with her
money earned?
Chọn một câu trả lời:
a. Saved the money for rainy day

b. Both B and C
c. Sometime paid the family bill
d. Squandered her money

Câu 28: In Ferguson’s opinion, the most important thing when going into

businesses is…
Chọn một câu trả lời:
a. The family support
b. The fund

c. The self confidence
d. The profit

Câu 29. What does Chalmers think when taking the part-time job?
Chọn một câu trả lời:
a. He thinks people often are seduced by money and earning money at any price
b. He thinks people make the money much more valuable when they earn it by

themselves
c. He thinks he can afford his mom and dad
d. He thinks he is an ambitious person and is easy to be allured by money

Câu 30. How are the young people described in the five passages?
Chọn một câu trả lời:
a. They are very inactive, doubtful but wanna prove themselves that they can earn
money at any price
b. They are of passive thinking, and always like receiving the money from their
parents.
c. They are very active, self confident and wanna prove themselves that they can

earn money in any condition
d. They are very nice, active thinking and wanna prove themselves that they can do

everything at the same time

Câu 31. For Webster, earning money makes her…
Chọn một câu trả lời:
a. Joyful

b. Growing up
c. Gloomy
d. Confident

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.

32. Which factors decide the success of businesses when promoting their
products globally?

Chọn một câu trả lời:
a. Different product
b. Cultural factors
c. Different markets

d. Methods of marketing

33. Businesses have so many opportunities to expand their markets into foreign
country because

Chọn một câu trả lời:
a. the process of interaction and integration among the people, companies, and

governments of different nation have been so quick in recent years
b. Communications can be instantaneous to any part of the world
c. Travel and transportation are becoming quicker and easier
d. The world is becoming a smaller place

34. Launching in one market at a time is said to be

Chọn một câu trả lời:

a. more simple for firms but time consuming
b. More ambiguous but safer

c. Harder for firms

d. More complicated but cost effective

35. What factor is the most important when the world is shrunk according to the
theorists?
Chọn một câu trả lời:
a. Global standardization
b. Development of economies
c. Habit of consumption
d. National differences

36. A businesses are considered better if…
Chọn một câu trả lời:
a. They know how to adapt their products to a particular market
b. They sell their products in different countries
c. They change the products to make difference
d. They use the local employees

37. In high-tech market, companies tend to introduce their new products
internationally at the same time to…
Chọn một câu trả lời:
a. To push their products ahead of its competitor
b. Make their products cost effective
c. Make their products more competitive
d. To move their products on

38. For businesses, cultural difference is considered as
Chọn một câu trả lời:
a. Separate factors to take into account

b. Key factors to take into account

c. Inevitable factors to take into account
d. Exceptional factors to take into account

39. What is called “sprinkler launch” is the strategy where…

Chọn một câu trả lời:

a. A product should be launched in all countries at the same time (ĐÚNG)

b. A product should be launched in all countries at a single time

c. A product should be launched in all countries at different stages

d. A product should be launched in one or two countries at a time (sai)

Defusing the Bomb
Synopsis: Communicating with the irrational customer, client or business associate.
Communicating with someone who is angry is one of the most difficult business
challenges a business owner can face. Whether this angry person is a customer,
client, an employee or outside third party, being on the receiving end of their
heightened emotions is stressful. The challenge of someone pounding their fist,
shouting at you or making unfair demands, forces you to respond as a disciplined,
controlled and effective communicator.
When you are put face to face with hostility, the natural human response is to react
in kind; however, in most situations this is not an effective strategy. The key to
breaking the cycle is to establish a mutual understanding. By finding a common
ground, you can resolve the conflict and begin to build communication, step by
step.
In order to be an effective communicator you need to shift the exchange from the
emotional to the rational. When faced with a situation where an angry and

demanding individual or group has a list of complaints, the owner/manager needs
to communicate both an understanding of their grievances and a willingness to
collaborate to address them. The four simple steps to 'defuse the bomb' are:

Inquire: Being a focused listener calls for inquiring about the other person's issues
and concerns. The goal is to not interrupt and to encourage them with eye contact
and head nods.

Empathize: This means to connect with somebody on their emotional level. To
relate to them you must first say, "I (appreciate, understand or share) your
(frustration, doubt or concern)." Then, you must commiserate by saying how in the
past you too have felt similarly.

Ask permission: Asking whether or not an angry person would like to hear some
relevant information puts them in control, and thereby decreases their tension.
Permission questions communicate that you are a reasonable person doing your
best to reach an understanding.

Explain and offer choices: It's soothing for the upset individual to have a choice of
solutions explained to them. The more solution options you offer for a course of
action, the greater their sense of control becomes. This puts them in a more
rational state where you can together begin to resolve the situation.

It is important to realize that this model does not always move in a simple and
linear fashion. You may often find yourself in a situation when some residual anger
surfaces just when you thought the problem had been solved. You may have to
recycle through the model again or spend a longer time on individual steps. For
example, an angry customer may take a long time to vent their initial anger.

Remembering that anger is essentially fear turned inside out, you must let them

express it all before you can move to a more rational platform of cooperation.

40. How is reacting in kind considered when facing the hostility?

Chọn một câu trả lời:
a. Very effective strategy

b. Very ineffective strategy
c. Polite response
d. Very natural response

41. The four steps given in the passages are just …

Chọn một câu trả lời:

a. Only a recommendation. Business owner may have other methods suitable for

them
b. A perfect idea for business owner to follow
c. a model for business owner to follow
d. An optimal approach that business owner should take account

42. Four simple steps in communicating with angry customers are recommended
in order to…
Chọn một câu trả lời:
a. Avoid conflict

b. Smooth out the problems
c. Make differences bigger
d. Create a mutual understanding

43. When the demanding customers have a list of complaints the owner should
Chọn một câu trả lời:
a. Understand their complaint and talk with them in a very rational way
b. Talk with them in a smooth way
c. Willing to help them to solve the problem

d. Understand their complaint and willing to help them to solve the problem

44. In the process of communicating with angry person a good listener should
Chọn một câu trả lời:
a. Focus on the speaker and listen to them without any other gesture of the body
b. Encourage them with eye contact only or pretend to do this
c. Interest in their issues and concerns and encourage them with eye contacts, head

nods
d. Do not interrupt the speaker and make them believe that your are listening to them

45. When is a good communication set up?
Chọn một câu trả lời:
a. When the communicator prove emotional
b. When the communicator exchange their feeling
c. When the communicator change their attitude

d. When the communicator prove rational rather than emotional

46. One of the secrets to a successful communication to an annoyed customers is
to…
Chọn một câu trả lời:
a. Let them express their felling

b. Let them speak out
c. Let them release their anger

d. Let them do what they want

47. When communicating with these people, business owners should be
Chọn một câu trả lời:
a. Kind and sympathized

b. Controlled, disciplined and effective
c. Smooth and nice
d. Angry and indiscipline

48. In some cases, what do the irrational customers, clients or businesses
associates may react?
Chọn một câu trả lời:
a. They may make unfair demands

b. Both A,B and C
c. They may pound their fist
d. They may shout at you