‘Making the most of trends’- Reading Answers Explanation- CAM- 13
Here are explanations of the Questions of passage named ‘Making the most of trends ’which is from the Cambridge 13 book. The Questions that have been asked are MCQs’, Finding companies name and ‘Sentence completion’. You will find the locations of the Reading Answers, Keywords(highlighted and underlined) and justifications.
READING PASSAGE 3: Making the most of trends
| Question | Answer |
| 27 | D |
| 28 | C |
| 29 | A |
| 30 | D |
| 31 | D |
| 32 | D |
| 33 | C |
| 34 | B |
| 35 | A |
| 36 | C |
| 37 | A |
| 38 | B |
| 39 | C |
| 40 | D |
Questions 27-31
Choose the correct letter, A, B, C or D.
Write the correct letter in boxes 27-31 on your answer sheet.
27 In the first paragraph, the writer says that most managers
A fail to spot the key consumer trends of the moment.
B make the mistake of focusing only on the principal consumer trends.
C misinterpret market research data relating to current consumer trends.
D are unaware of the significant impact that trends have on consumers’ lives.
Location: 1st paragraph (Second line)
Explanation: The writer says, ‘we have discovered that managers often fail to recognize the less obvious but profound ways these trends are influencing consumers’ aspirations…’Here, ‘often fail to recognize’ means ‘unaware’. Moreover, this statement means managers were unaware about the significant impact. ‘impact’ and ‘influence’ are synonyms.
Answer: D
28 According to the third paragraph, Coach was anxious to
A follow what some of its competitors were doing.
B maintain its prices throughout its range.
C safeguard its reputation as a manufacturer of luxury goods.
D modify the entire look of its brand to suit the economic climate.
Location: 3rd paragraph
Explanation: The main keyword ‘Coach’ is there in the fourth line of the paragraph. ‘and the most obvious reaction to the downturn would have been to lower prices. However, that would have risked cheapening the brand’s image…’Thus, this statement means coach want to keep its brand image. ‘Brand image’ and ‘reputation’ are synonyms.
Answer: C
‘Making the most of trends’- Reading Answers Explanation- CAM- 13
29 What point is made about Tesco’s Greener Living programme?
A It did not require Tesco to modify its core business activities.
B It succeeded in attracting a more eco-conscious slientele.
C Its main aim was to raise consumers’ awareness of environmental issues.
D It was not the first time that Tesco had implemented such an initiative.
Location: 4th paragraph
Explanation: The main keyword ‘Tesco’s Greener living’ helps to locate the answer in the last line of the paragraph. ‘Tesco has not abandoned its traditional retail offering but augmented its business with these innovations…’Here, Tesco did not require to change traditional retail offering. He only increase his business.
Answer: A
30 What does the writer suggest about Nike’s strategy?
A It was an extremely risky strategy at the time.
B It was a strategy that only a major company could afford to follow.
C It was the type of strategy that would not have been possible in the past.
D It was the kind of strategy which might appear to have few obvious benefits.
Location: 5th paragraph
Explanation: The answer to this question is in the third line of the paragraph. ‘At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds like it’s hardly worthwhile….’Here, ‘hardly worthwhile’ means it has fewer benefits. Thus, the answer is clear.
Answer: D
‘Making the most of trends’- Reading Answers Explanation- CAM- 13
31 What was original about the ME2?
A It contained technology that had been developed for the sports industry.
B It appealed to young people who were keen to improve their physical fitness.
C It took advantage of a current trend for video games with colourful 3D graphic.
D It was a handheld game that addressed people’s concerns about unhealthy lifestyles.
Location: 6th paragraph
Explanation: The main keyword ‘ME2’ helps to locate the answer in the fourth line of the paragraph. ‘By reaffirming the toy category’s association with physical play, the ME2 counteracted some of the widely perceived negative impacts of digital gaming devices. Here, digital gaming has negative impacts that leads to unhealthy lifestyle.
Answer: D
Questions 32-37
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.
Write the correct letter, A, B, C or D, in boxes 32-37 on your answer sheet.
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.
Location: 6th paragraph
Explanation: The location of the answer is in the fourth line of the paragraph. ‘ME2 counteracted some of the widely perceived negative impacts of digital gaming devices…’Here, ‘negative impacts’ and ‘harmful effects’ are synonyms. Thus, the answer is clear.
Answer: D
33 It extended its offering by collaborating with another manufacturer.
Location: 5th paragraph
Explanation: The location of the answer is in the middle line of the paragraph. ‘In 2006, they teamed up with technology company Apple to launch Nike+, a digital sports kit…’Here, ‘teamed up’ and ‘collaborating’ are synonyms. Moreover, ‘apple’ is another company. Hence, the answer is C.
Answer: C
‘Making the most of trends’- Reading Answers Explanation- CAM- 13
34 It implemented an incentive scheme to demonstrate its corporate social responsibility.
Location: 4th paragraph
Explanation: The main keyword ‘incentive scheme’ helps to locate the answer in the last third line of the paragraph. ‘Tesco customers can accumulate points for such activities as reusing bags, recycling cans and printer cartridges…Like points earned on regular purchases, these green points can be redeemed for cash. Here, Tesco customers were working for greenery. Thus, this demonstrate its social responsibility.
Answer: B
35 It discovered that customers had a positive attitude towards dealing with difficult circumstances.
Location: 3rd paragraph
Explanation: The answer to this question is in the middle line of the paragraph. ‘Instead, they initiated a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times. Here, ‘tough times’ means ‘difficult circumstances’. Customers were eager to lift indicates that they has positive attitude. Thus, the answer is clear.
Answer: A
‘Making the most of trends’- Reading Answers Explanation- CAM- 13
36 It responded to a growing lifestyle trend in an unrelated product sector.
Location: 5th paragraph
Explanation: The answer to this question is in the third line of the paragraph. ‘ spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds…’Here, ‘irrelevant trend’ means ‘unrelated produced sector’. Hence, the answer is C.
Answer: C
37 It successfully avoided having to charge its customers less for its core products.
Location: 3rd paragraph
Explanation: The answer to this question is in the last line of the paragraph. ‘. Creating the sub-brand allowed Coach to avert an across-the-board price cut…’Here, ‘avert’ and ‘avoid’ are synonyms. Furthermore, ‘price cut’ means less for its core product.
Answer: A
List of companies
A Coach
B Tesco
C Nike
D iToys
Questions 38-40
Complete each sentence with the correct ending, A, B, C or D below.
Write the correct letter, A, B, C or D, in boxes 38-40 on your answer sheet.
38 If there are any trend-related changes impacting on your category, you should
Location: 7th paragraph
Explanation: The main keyword ‘trend-related changes’ helps to locate the answer in the first line of the paragraph. ‘Once you have gained perspective on how trend-related changes in consumer opinions and behaviors impact on your category. Here, ‘impact on your category’ has been written exactly in the passage.
Answer: B
39 If a current trend highlights a negative aspect of your category, you should
Location: 7th paragraph
Explanation: The main keyword is ‘negative aspect’ is in the last two lines of the paragraph. ‘Finally, if aspects of the category clash with undesired outcomes of a trend, such as associations with unhealthy lifestyles…’Here, ‘undesired outcomes’ means negative aspects. Thus, the answer is C.
Answer: C
40 If the consumers’ new focus has an increasing lack of connection with your offering you should
A employ a combination of strategies to maintain your consumer base.
B identify the most appropriate innovation strategy to use.
C emphasise your brand’s traditional values with the counteract-and-affirm strategy.
D use the combine-and-transcend strategy to integrate the two worlds.
Location: 7th paragraph
Explanation: The writer says, ‘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. ‘Increasing disparity’ means ‘lack of connection’. Here, we can find ‘transcend’ and ‘integrate’ word in the passage. Hence, the answer is clear.
Answer: D
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