Magy's English Edu. Club
Cambridge 13 Academic Reading Test Two Passage Three
MAKING THE MOST OF TRENDS
Choose the correct letter, A, B, C, or D.
27. In the first paragraph, the writer says that most managers
The answer is D. > are unaware of the significant impact that trends have on consumers’ lives.
In paragraph one, but in the course of conducting research in a number of industries and working directly with companies, we have discovered that managers often fail to recognize the less obvious but profound ways these trends are influencing consumers’ aspirations, attitudes, and behaviors.
28. According to the third paragraph, Coach was anxious to
The answer is C. > safeguard its reputation as a manufacturer of luxury goods.
In paragraph three, however, that would have risked cheapening the brand’s image.
29. What point is made about Tesco’s Greener Living programme?
The answer is A. > It did not require Tesco to modify its core business activities.
In paragraph four, Tesco has not abandoned its traditional retail offerings but augmented its business with these innovations, thereby infusing its value proposition with a green streak.
30. What does the writer suggest about Nike’s strategy?
The answer is D. > It was the kind of strategy which might appear to have few obvious benefits.
In paragraph five, by combining Nike’s original value proposition for amateur athletes with one for digital consumers, the Nike’s sports kit and web interface moved the company from a focus on athletic apparel to a new plane of engagement with its customers.
31. What was original about the ME2?
The answer is D. > It was a handheld game that addressed people’s concerns about unhealthy lifestyles.
In paragraph six, what set it apart was that it incorporated the traditional physical component of children’s play: it contained a pedometer, which tracked and awarded points for physical activity (walking, running, biking, skateboarding, climbing stairs). The ME2, introduced in mid-2008, created to kids’ huge desire to play video games while countering the negatives, such as associations with lack of exercise and obesity.
Look at the following statements (Questions 32–37) and the list of companies below.
Match each statement with the correct company, A, B, C or D.
NB You may use any letter more than once.
32. It turned the notion that its products could have harmful effects to its own advantage.
The answer is D. > iToys
In paragraph six, the ME2, introduced in mid-2008, created to kids’ huge desire to play video games while countering the negatives, such as associations with lack of exercise and obesity.
33. It extended its offering by collaborating with another manufacturer.
The answer is C. > Nike
In paragraph five, in 2006, they teamed up with technology company Apple to launch Nike+, a digital sports kit comprising a sensor that attaches to the running shoe and a wireless receiver that connects to the user’s iPod.
34. It implemented an incentive scheme to demonstrate its corporate social responsibility.
The answer is B. > Tesco
In paragraph four, for example, Tesco customers can accumulate points for such activities as reusing bags, recycling cans and printer cartridges, and buying home-insulation materials.
35. It discovered that customers had a positive attitude towards dealing with difficult circumstances.
The answer is A. > Coach
In paragraph three, instead, they initiated a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times.
36. It responded to a growing lifestyle trend in an unrelated product sector.
The answer is C. > Nike
In paragraph five, at first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds like it’s hardly worthwhile.
37. It successfully avoided having to charge its customers less for its core products.
The answer is A. > Coach
In paragraph three, creating the sub-brand allowed Coach to avert an across-the-board price cut.
Complete each sentence with the correct ending, A, B, C, or D below.
38. If there are any trend-related changes impacting on your category, you should
The answer is B. > identify the most appropriate innovation strategy to use.
In paragraph seven, once you have gained perspective on how trend-related changes in consumer opinions and behaviors impact on your category, you can determine which of our three innovation strategies to pursue.
39. If a current trend highlights a negative aspect of your category, you should
The answer is C. > emphasize your brand’s traditional values with the counteract-and-affirm strategy.
In paragraph seven, finally, if aspects of the category clash with undesired outcomes of a trend, such as associations with unhealthy lifestyles, there is an opportunity to counteract those changes by reaffirming the core values of your category.
40. If the consumers’ new focus has an increasing lack of connection with your offering, you should
The answer is D. > use the combine-and-transcend strategy to integrate the two worlds.
In paragraph seven, if analysis reveals an increasing disparity between your category and consumers’ new focus, your innovations need to transcend the category to integrate the two worlds.