Mon 29 Reading 4 - Lecture notes a - Tài liệu tham khảo | Đại học Hoa Sen

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 Câu h i 1 ỏ
Inviting a journalist out to lunch and persuading him to write about a product is said to be a. More popular way
b. More cost effective approach Câu tr l ả i đúng ờ c. Well known method d. More expensive way Câu h i 2 ỏ
What are the key to the confidence of many advertising business?
a. Creativity Câu tr l ả i đúng ờ b. Hard sell c. Challenges d. Difficulty Câu h i 3 ỏ
Advertising on internet has begun to…
a. Decrease slightly in recent year
b. Replace traditional methods of advertising in recent year Câu tr l ả i không đ ờ úng
c. grow rapidly in recent years
d. Kill radios in the advertising field Câu h i 4 ỏ
What are alternatives to straightforward advertising?
a. They may be Exhibitions and direct mail
b. They are ranged from public relations to direct mail Câu tr l ả i đúng ờ 1
c. They may be telemarketing and email
d. It should be sponsoring events Câu h i 5 ỏ
According to the passage the real effects of advertising expose another, potentially … a. More valuable (S) b. More horrible c. More hopeful (S) d. Brighter
What kinds of method of advertising are big agencies now willing to provide? a. Advertising on radios b. Advertising on magazines c. Advertising on newspapers
d. alternatives to straightforward advertising Câu tr l ả i đúng ờ
What message do you think this passage send you?
a. The big challenges on advertising industry Câu tr l ả i đúng ờ
b. The development of advertising
c. The advantages of traditional methods of advertising
d. The disadvantages of internet advertising
Who is said to have complained that he knew half of his advertising budget was wasted?
a. Lord Leverhulme, an inventor of soap in Great Britain b. Lord Leverhulme
c. Lord Leverhulme, the British soap pioneer Câu tr l ả i đúng ờ d. A British man
What are the main causes of the most disorienting periods in the history of advertising industry?
a. Better informed consumers due to a lot of other means of communication
b. Long term-changes, such as the growing diversity of media and the development of new technologies
c. Appearance of many other Marketing methods
d. Disappearance of traditional method of advertising such as radio, newspaper 2
What is expected to grow by 4.7 per cent to $343 billion?
a. Spending on customers promotions in many year
b. Spending on public relations in the coming year Câu trả lời không đúng
c. Spending on advertising this year (chon)
d. Spending on mail and internet this year 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? 3
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 …
a. Stayed the same for millions years Câu trả lời đúng b. Changed for millions years
c. Unchanged for thousands years
d. Differed from each other for millions years
Why diving into blue holes is extremely dangerous?
a. because of dangerous animals
b. because of poisonous gas Câu trả lời đúng c. because of hydrogen gas d. because of lack of oxygen
Who does exploring the unknown suit? a. Both A,B and C (S)
b. All people who like discovering the unknown things
c. The people who are healthy, brave, and wanna discover the unknown for their work
d. Scientists who need to explore for their work (S)
Exploration of blue holes are said to be
a. Extremely Important to researchers and scientists Câu trả lời không đúng
b. Extremely risky, threatening but significant to scientists
c. Extremely pleasant and safe
d. Extremely poisonous and insignificant to scientists
How many blue holes are there in Bahamas?
a. People found more than 660 holes
b. People found more than 10000 holes
c. People found more than 1000 holes Câu trả lời đúng 4
d. People found more than 200 holes
Where are the world’s most spectacular blue holes discovered? a. In Egypt b. In Guam
c. In Bahamas Câu trả lời đúng d. In Clarence Town
According to the passage, today some of blue holes in deep cave need to be Chọn m t câu tr ộ ả lời: a. Got a line b. Mapped
c. Explored Câu trả lời đúng d. Protected What are divers are suggested?
a. Not to discover the cave alone but in group
b. To follow a guideline when swimming through a blue hole
c. Both A and B Câu trả lời đúng
d. To move fast when being in blue holes
Why do explorers risk their lives in such dangerous caves?
a. Because of the scientific information in these underwater caves Câu trả lời đúng
b. Because of the clues about astrobiology that they can get from this exploration
c. Because they like the risks and interest in exploring the unknown thing
d. Because of the money that they can earn from this exploration What are blue holes? a. A kind of undersea cave
b. A kind of carven which contain saltwater c. A kind of circular cave
d. A kind of inland under water cave Câu trả lời đúng Show me the money
Five teenagers tell us how they’re already earning their own money. A. Hannah Ferguson 5
‘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, 6
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.’
Chalmers’ first choice as a carrier is delivering pizza because a. He likes to be out door
b. He think that it could be suitable for him at that stage
c. He could have chance to meet people Câu trả lời không đúng
d. He hasn’t got any other choice
For Webster, earning money makes her… a. Growing up b. Confident
c. Joyful Câu trả lời không đúng d. Gloomy
What does Chalmers think when taking the part-time job?
a. He thinks people often are seduced by money and earning money at any price
b. He thinks he is an ambitious person and is easy to be allured by money c. He thinks people make the when they earn it by
money much more valuable
themselves Câu trả lời đúng
d. He thinks he can afford his mom and dad
Little got a par-time work when she was 14 and what did she do with her money earned?
a. Sometime paid the family bill (S)
b. Saved the money for rainy day (S) 7 c. Squandered her money d. Both B and C
In Ferguson’s opinion, the most important thing when going into businesses is… Chọn m t câu tr ộ ả lời:
a. The self confidence Câu trả lời đúng b. The profit c. The family support d. The fund
At the beginning stage, she … a. Borrowed money from a bank
b. Used her own money Câu trả lời không đúng
c. Lend their parents her money
d. Borrowed money from her parents (Chon)
How are the young people described in the five passages?
a. They are of passive thinking, and always like receiving the money from their parents.
b. They are very active, self confident and wanna prove themselves that they can
earn money in any condition Câu trả lời đúng
c. They are very nice, active thinking and wanna prove themselves that they can do everything at the same time
d. They are very inactive, doubtful but wanna prove themselves that they can earn money at any price
What is Ferguson’ first idea when setting up a web? a. To order make-up from Asian countries b. To make profit
c. To buy products from Hong kong
d. To sell make-up cheaply to the girl of her age Câu trả lời đúng
By which works does he gain money, in Partridge case?
a. By selling his action figures on eBay Câu trả lời đúng b. By working for eBay
c. By selling his old items to his friends on holiday 8
d. By collecting action figures on eBay
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. 9
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. 10
HIt can be concluded that global standardization of products to ‘fit’ all
markets unlikely to be the most viable option. Marketing methods employed will
depend on many factors, such as the type of products, the degree of competition,
the reputation of the firm and/or the brand, the state of the economy into which
the product is to be launched and how and when to launch. In short, the key to
marketing success on a global level is to have sufficient information on how cultural
differences are likely affect the marketing of a product and then allow the
appropriate decisions to be made.
In high-tech market, companies tend to introduce their new products
internationally at the same time to… a. To move their products on
b. Make their products more competitive Câu trả lời không đúng
c. To push their products ahead of its competitor
d. Make their products cost effective
Launching in one market at a time is said to be a. Harder for firms
b. more simple for firms but time consuming (chon)
c. More complicated but cost effective
d. More ambiguous but safer Câu trả lời không đúng
For businesses, cultural difference is considered as
a. Separate factors to take into account
b. Inevitable factors to take into account
c. Exceptional factors to take into account
d. Key factors to take into account Câu trả lời đúng
Which factors decide the success of businesses when promoting their products globally? a. Cultural factors
b. Different markets Câu trả lời không đúng c. Methods of marketing (chon) d. Different product
A businesses are considered better if…
a. They know how to adapt their products to a particular market Câu trả lời đúng
b. They use the local employees 11
c. They sell their products in different countries
d. They change the products to make difference
Businesses have so many opportunities to expand their markets into foreign country because
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 Câu trả lời đúng
d. The world is becoming a smaller place
In high-tech market, companies tend to introduce their new products
internationally at the same time to…
a. To push their products ahead of its competitor Câu trả lời đúng
b. Make their products more competitive c. To move their products on
d. Make their products cost effective
What does business owner should do in order to resolve the conflict and begin to build communication?
a. They sould set up a mutual understanding Câu trả lời đúng
b. They sould establish a friendship c. They sould shout their name d. They sould keep silence
In some cases, what do the irrational customers, clients or businesses associates may react? a. They may pound their fist b. They may shout at you
c. They may make unfair demands
d. Both A,B and C Câu trả lời đúng
The four steps given in the passages are just …
a. Only a recommendation. Business owner may have other methods suitable for them (chon)
b. A perfect idea for business owner to follow Câu trả lời không đúng
c. An optimal approach that business owner should take account 12
d. a model for business owner to follow
When is a good communication set up?
a. When the communicator exchange their feeling
b. When the communicator change their attitude
c. When the communicator prove emotional d. When the communicator emotional Câu tr
prove rational rather than ả lời đúng
When communicating with these people, business owners should be a. Angry and indiscipline b. Smooth and nice c. Kind and sympathized
d. Controlled, disciplined and effective Câu trả lời đúng
When the demanding customers have a list of complaints the owner should
a. Talk with them in a smooth way
b. Willing to help them to solve the problem
c. Understand their complaint and willing to help them to solve the problem Câu trả lời đúng
d. Understand their complaint and talk with them in a very rational way
Four simple steps in communicating with angry customers are recommended in order to… a. Smooth out the problems
b. Create a mutual understanding Câu trả lời không đúng c. Make differences bigger d. Avoid conflict
One of the secrets to a successful communication to an annoyed customers is to… a. Let them do what they want b. Let them speak out (S)
c. Let them release their anger (S)
d. Let them express their felling (co the)
In the process of communicating with angry person a good listener should
a. Focus on the speaker and listen to them without any other gesture of the body
b. Do not interrupt the speaker and make them believe that your are listening to them (S) 13
c. Interest in their issues and concerns and encourage them with eye contacts, head nods (co the)
d. Encourage them with eye contact only or pretend to do this 14