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Reading answers with explanations

IELTS · Part 3 · Cambridge 13 — Test 2

MAKING THE MOST OF TRENDS: Reading answers

Answers to questions 27–40 (14 in all), each with why it is right.

Sit it first, then check

Read the whole passage and answer in the exam interface, timed as on the day.

Practise this part

The passage opens

Experts from Harvard Business School give advice to managers Most managers can identify the major trends of the day.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.This is especially true of trends that managers view as peripheral to their core markets. Many ignore trends in their innovation strategies or adopt a wait-and-see approach and let competitors take the lead.At a minimum, such responses mean missed profit opportunities.At the extreme, they can jeopardize a…

Answers 27–40

  1. 27

    In the first paragraph, the writer says that most managers

    D: are unaware of the significant impact that trends have on consumers' lives. Multiple choice

  2. 28

    According to the third paragraph, Coach was anxious to

    C: safeguard its reputation as a manufacturer of luxury goods. Multiple choice

  3. 29

    What point is made about Tesco's Greener Living programme?

    A: It did not require Tesco to modify its core business activities. Multiple choice

  4. 30

    What does the writer suggest about Nike's strategy?

    D: It was the kind of strategy which might appear to have few obvious benefits. Multiple choice

  5. 31

    What was original about the ME2?

    D: It was a handheld game that addressed people's concerns about unhealthy lifestyles. Multiple choice

  6. 32

    It turned the notion that its products could have harmful effects to its own advantage.

    D: iToys Matching features

  7. 33

    It extended its offering by collaborating with another manufacturer.

    C: Nike Matching features

  8. 34

    It implemented an incentive scheme to demonstrate its corporate social responsibility.

    B: Tesco Matching features

  9. 35

    It discovered that customers had a positive attitude towards dealing with difficult circumstances.

    A: Coach Matching features

  10. 36

    It responded to a growing lifestyle trend in an unrelated product sector

    C: Nike Matching features

  11. 37

    It successfully avoided having to charge its customers less for its core products.

    A: Coach Matching features

  12. 38

    If there are any trend-related changes impacting on your category, you should

    B: identify the most appropriate innovation strategy to use. Matching sentence endings

  13. 39

    If a current trend highlights a negative aspect of your category, you shoul

    C: emphasise your brand's traditional values with the counteract-and-reaffirm strategy. Matching sentence endings

  14. 40

    If the consumers' new focus has an increasing lack of connection with your offering, you should

    D: use the combine-and-transcend strategy to integrate the two worlds. Matching sentence endings

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