Question 27: In the first paragraph, the writer says that most managers –
Keywords for this question: first paragraph, most managers
The answer is in lines 3-4 of paragraph no. 1. The writer says here, “… .. ..that managers often fail to recognise the less obvious but profound ways these trends are influencing consumers’ aspirations, attitudes and behaviors.” The lines indicate that most managers fail to recognize or are unaware of the impacts of these trends on customers’ lives.
So, the answer is: D (are unaware of the significant impact that trends have on consumers’ lives.)
Question 28: According to the third paragraph, Coach was anxious to –
Keywords for this question: third paragraph, Coach, anxious
In the third paragraph, we find about the company Coach in line 4. So, we read from there. Our answer is in lines 6-7 of paragraph no. 3. Here, the writer of the passage says, “… However, that would have risked cheapening the brand’s image …..” So, it can be understood from the lines that the strategy that the company ‘Coach’ were considering to lower their product’s price. But they feared that it would risk/harm the image or goodwill of the company. Coach wanted to keep its brand image.
So, the answer is: C (safeguard its reputation as a manufacturer of luxury goods.)
Question 29: What point is made about Tesco’s Greener Living Programme?
Keywords for this question: Tesco’s Greener Living Programme
The answer is in the fourth paragraph because it talks about Tesco. The phrase “Greener Living Program” is found in line 3. Take a look at lines 7-9, “…. Tesco has not abandoned its traditional retail offerings but augmented its business with these innovations, thereby infusing its value proposition with a green streak.” So, it can be realized from the lines that Tesco did not need to change its traditional (core) business activities; they only made it larger (augmented).
So, the answer is: A (it did not require Tesco to modify its core business activities.)
Question 30: What does the writer suggest about Nike’s strategy?
Keywords for this question: suggest, Nike’s strategy
The answer to this question lies in paragraph no. 5 where we see discussion about Nike’s ‘radical strategy’. Here, in lines 4-5, the author says, “At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds like it’s hardly worthwhile.” These lines indicate that the process might look like to have little value or fewer benefits.
So, the answer is: D (it was the kind of strategy which might appear to have few obvious benefits.)
Question 31: What was original about the ME2?
Keywords for this question: original about ME2
We find information about the video game ME2, created by Canada’s iToys, in paragraph no. 6. Here, we get quite a long reference to the game’s originality. Skim the lines 4-7, “By reaffirming the toy category’s association with physical play, the ME2 counteracted some of the widely perceived negative impacts of digital gaming devices. Like other handheld games…. . ….”
Here, the lines confirm that the game was handheld and it actually gave an excellent response to the worries of people about negative impacts of video games.
So, the answer is: D (It was a handheld game that addressed people’s concerns about unhealthy lifestyles.)
Questions 32-37 (Matching statements with the company)
(The rules for finding answers to this sort of question are simple. Just read around it carefully and find the name of the company. Then, give a quick look to check whether there is another statement or idea provided by the same company in the text. If there is, check the reference carefully and decide your answer. Remember, the questions may not follow any sequential order.)
Question 32: It turned the notion that its products could have harmful effects to its own advantages.
Keywords for this question: could have harmful effects, own advantage
The answer can be found in lines 4-6 of the sixth paragraph where the writer mentions a negative aspect of iToys, “…. …by Canda’s iToys. 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, ‘counteracted some of the widely perceived negative impacts of digital gaming devices’ – means that the game has prevented some of the most common negative impacts of video gaming devices.
Here, negative effects = harmful impacts
So, the answer is: D (iToys)
Question 33: It extended its offering by collaborating with another manufacturer.
Keywords for this question: collaborating with another manufacturer
The answer is in lines 6-7 of paragraph no. 5. Here, the author writes about Nike, “In 2006, they teamed up with the technological company Apple to launch Nike+. .. . .” Here, teamed up means collaborating.
So, the answer is: C (Nike)
Question 34: It implemented an incentive scheme to demonstrate its corporate social responsibility.
Keywords for this question: incentive scheme, demonstrate, corporate social responsibility
The answer lies in lines 5-7 of paragraph no. 4. Here, we find a reference of Tesco’s implementation of an incentive (encouragement) – “Tesco customers can accumulate points for such activities as reusing bags, recycling, cans and printer cartridges, and buying home-insulation materials. Like points earned on regular purchases, these green points can be redeemed for cash.” – This is clearly a reference to incentive scheme which is seen as a corporate social responsibility because Tesco is helping the society to be greener.
So, the answer is: B (Tesco)
Question 35: It discovered that customers had a positive attitude towards dealing with difficult circumstances.
Keywords for this question: customers, positive attitude, difficult circumstances
Lines 7-8 of paragraph no. 3 contain the answer for this question. Here, the author talks about the economic downturn of 2008 and a strategy of the company Coach, “…. . .. project which revealed that customers were eager to lift themselves and the country out of rough times.” Here, the lines mean that customers were eager or positive to help themselves and the whole country.
So, the answer is: A (Coach)
Question 36: It responded to a growing lifestyle trend in an unrelated product sector.
Keywords for this question: growing lifestyle trend, unrelated product sector
The answer is on the same lines from where we previously found the answer to question no. 30. The writer says, “…. .. spending resources to incorporate elements of a seriously irrelevant trend into one’s core offerings….”
Here, irrelevant trend = unrelated product sector
Also, the paragraph gives information about Nike’s integration with Apple, the tech giant. Technology is considered a growing lifestyle trend.
So, the answer is: C (Nike)
Question 37: It successfully avoided having to change its customers less for its core products.
Keywords for this question: successfully avoided, change customers less
The answer is found in lines 10-11 of paragraph no. 3. The author says here, “… . .Creating the sub-brand allowed Coach to avert an across-the-board product.” Here, avert = avoid, price cut = charge less
So, the answer is: A (Coach)
Questions 38-40: (Completing sentences/sentence completion)
[Here, candidates have to complete sentences by matching one part of the sentence with the other. Candidates need to check the keywords from the question parts and try to match those keywords with the information given in the passage.]
Question 38: If there are any trend-related changes impacting on your category, you should
Keywords for this question: trend-related changes, impacting, category
The answer to this question is in lines 1-2 of paragraph no. 7. The writer says, “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.”
Here, we find keywords like trend-related changes, impact and category.
Also, determine = identify
So, the answer is: B (identify the most appropriate innovation strategy to use)
Question 39: If a current trend highlights a negative aspect of your category, you should
Keywords for this question: current trend, highlights, negative aspect, category
Answer to this question can be found in the last few lines of paragraph no. 7. The author writes, “… .. if aspects of the category clash with undesired outcomes of a trend, such as associates with unhealthy lifestyles, there is an opportunity to counteract these changes by reaffirming the core values of your category.”
Here, undesired outcomes = negative aspect
Also, we find here keywords like counteract, reaffirming, core, values
So, the answer is: C (emphasise your brand’s traditional value with the counteract-and-affirm strategy)
Question 40: If the consumers’ new focus has an increasing lack of connection with your offering, you should
Keywords for this question: customers’ new focus, increasing lack of connection,
The answer is in lines 5-6 of paragraph no. 7. 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”.
Here, increasing disparity = increasing lack of connection
Also, we find words like transcend, integrate, two worlds
So, the answer is: D (use the combine-and-transcend strategy to integrate the two worlds.)