Cambridge IELTS 13, Test 2, Reading Passage 3: Making the Most of Trends, Solution With Answer Key
Making the Most of Trends Solution with Answer Key – Cambridge IELTS 13, Test 2: Reading Passage 3. Here we will discuss detailed explanation of all the questions of the passage. Here is step by step Solution with Tips and Strategies. This post is for educational purpose only. If you find difficulties in reading passage to find the right answer in the exam, just read the post carefully. Tips and strategies will help you find the right answer.
Making the Most of Trends
IELTS Reading Passage Solution
IELTS Cambridge 13, Test 2, Academic Reading Module, Reading Passage 3
QUESTIONS 27-31: CHOOSE THE CORRECT LETTER,A, B, C OR D. (Multiple Choice)
** Tips (Link Details): How To Solve Multiple Choice Questions in IELTS Reading Module?
Question 27. IN THE FIRST PARAGRAPH, THE WRITER SAYS THAT MOST MANAGERS
Now, in the first paragraph, the writer states that: “…managers often fail to recognize the less obvious but profound ways these trends are influencing consumers’ aspirations, attitudes, and behaviors”. We learn that “managers can identify the major trends of the day”, so Answer A is incorrect. However, managers are not good at understanding how these trends influence the lives of consumers. So, they are unaware of the significant impact that trends have on consumers’ lives.
Here, profound = significant; influencing = impact on.
Question 28. ACCORDING TO THE THIRD PARAGRAPH, COACH WAS ANXIOUS TO
Keywords: Coach, anxious
Now, in paragraph 3, we learn how the company ‘Coach’ responded to the bad economic situation in 2008. “The Coach brand had been a symbol of opulence and luxury for nearly 70 years, and the most obvious reaction to the downturn would have been to lower prices. However, that would have risked cheapening the brand’s image”.
By producing a cheaper sub-brand, Poppy handbags, Coach was able to avoid price cuts on all its products, and maintain its image as a manufacturer of luxury goods. Most of its competitors, however, simply lowered their prices.
Therefore, Coach was anxious to ‘safeguard its reputation as a manufacturer of luxury goods’.
Here, reputation = image
Question 29. WHAT POINT IS MADE ABOUT TESCO’S GREENER LIVING PROGRAMME?
Keywords: Tesco, Greener Living
In paragraph 4, the writer describes Tesco’s Greener Living programme. At the end of the paragraph, we learn that Tesco did not change the range of products which it sold, it simply added these ‘greener products’ to its range.
In other words, Tesco’s Greener Living programme ‘did not require Tesco to modify its core business activities’. The writer states: “Tesco has not abandoned its traditional retail offerings, but augmented its business with these innovations, thereby infusing its value proposition with a green streak”.
Here, core business activities ~ traditional retail offerings
Question 30. WHAT DOES THE WRITER SUGGEST ABOUT NIKE’S STRATEGY?
Keywords: Nike, strategy
Now, Nike’s strategy is described in paragraph 5. The writer explains: “At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds like it’s hardly worthwhile”.
If something is ‘seemingly irrelevant to a business’, then this means that it will bring ‘few benefits’, and the strategy will be ‘hardly worthwhile’.
Here, might appear = at first glance; few benefits ~ hardly worthwhile.
In the case of Nike, therefore, the ‘strategy…might appear to have few obvious benefits’.
Question 31. WHAT WAS ORIGINAL ABOUT THE ME2?
Keywords: ME2, original
Now, A video game, the ME2, is mentioned in paragraph 6. At the end of the paragraph, we learn what was original about this game: “What set it apart was that it incorporated the traditional physical component of children’s play…The ME2, introduced in 2008, catered to kids’ huge desire to play video games while countering the negatives, such as associations with lack of exercise and obesity”.
Therefore, the feature of the ME2 which was different, was that children did physical exercise at the same time as using the handheld game. So, ‘it was a handheld game that addressed people’s concerns about unhealthy lifestyles”.
Here, unhealthy lifestyles ~ lack of exercise and obesity
QUESTIONS 32-37: MATCH EACH STATEMENT WITH THE CORRECT COMPANY, A, B, C OR D.
** Tips (link details): How To Solve Matching Statements With Correct Theory In IELTS Reading?
Question 32. IT TURNED THE NOTION THAT ITS PRODUCTS COULD HAVE HARMFUL EFFECTS TO ITS OWN ADVANTAGE
Keywords: products, harmful effects, advantage
Now, We found similar information in the previous question. In paragraph 6, the strategy of ‘counteract and reaffirm’ used by iToys is described. This “…involves developing products or services that stress the values traditionally associated with the category in ways that allow consumers to oppose – or at least temporarily escape from – the aspects of trends they view as undesirable”. Later in 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”.
Thus, the iToys handheld video games were products that aimed to provide children with physical exercise – counteracting (= turning to its own advantage) the image of video games as associated with lack of exercise.
Here, turned to its own advantage = counteracted; harmful effects = negative impacts.
Question 33. IT EXTENDED ITS OFFERING BY COLLABORATING WITH ANOTHER MANUFACTURER
Keywords: extended, offering, collaborating
Now, in paragraph 5, we find a description of the collaboration (= business cooperation) between Nike and Apple to launch a new product (= extend its offering): “In 2006 they teamed up with technology company Apple to launch Nike+…”
This new product, developed between Nike and Apple, extended the range of products offered by Nike.
Here, collaborate = team up with
Question 34. IT IMPLEMENTED AN INCENTIVE SCHEME TO DEMONSTRATE ITS CORPORATE SOCIAL RESPONSIBILITY
Keywords: incentive scheme, social responsibility
Now, In paragraph 4, Tesco’s Greener Living programme is described. This programme has an incentive scheme to encourage customers to care for the environment. “For example, Tesco customers can accumulate points for such activities as re-using 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 “…demonstrates the company’s commitment to protecting the environment by involving consumers…”
The scheme, therefore, is a scheme in which Tesco demonstrates that it is a socially-responsible company (= corporate social responsibility).
Question 35. IT DISCOVERED THAT CUSTOMERS HAD A POSITIVE ATTITUDE TOWARDS DEALING WITH DIFFICULT CIRCUMSTANCES
Keywords: customers, positive attitude, difficult
Now, these difficult circumstances are the economic crisis (‘downturn’) of 2008, referred to in paragraph 3. The strategy adopted by the company ‘Coach’ was designed to cope with this situation: “…they initiated a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times”.
Here, discovered = revealed; positive = eager; difficult circumstances = tough times.
Question 36. IT RESPONDED TO A GROWING LIFESTYLE TREND IN AN UNRELATED PRODUCT SECTOR
Keywords: responded, growing, lifestyle, unrelated
Now, in paragraph 5, the writer asks us to “…consider Nike’s move to integrate the digital revolution into its reputation for high-performance athletic footwear”. This is part of Nike’s radical strategy to ‘combine and transcend’: “This entails combining aspects of the product’s existing value proposition with attributes addressing changes arising from a trend…”
Nike thus took advantage to move their product into a new space in the market to appeal to ‘amateur athletes and digital consumers’. This was a combination of two unrelated product sectors.
Question 37. IT SUCCESSFULLY AVOIDED HAVING TO CHARGE ITS CUSTOMERS LESS FOR ITS CORE PRODUCTS
Keywords: avoided, charge less, core products
Now, in paragraph 3, the writer refers to the luxury-goods company, Coach. It created a new brand range of lower-priced Poppy handbags, but continued to produce the expensive handbags which were the “conventional Coach products”.
“Creating the sub-brand allowed Coach to avert an across-the-board price cut”.
Here, avoid = avert; charge less ~ price cut; core = conventional
The answer is A.
QUESTIONS 38-40: COMPLETE EACH SENTENCE WITH THE CORRECT ENDING, A, B, C OR D.
** Tips(link details): How to Solve Sentence Completion Questions in IELTS Reading Module?
Question 38. IF THERE ARE ANY TREND-RELATED CHANGES IMPACTING ON YOUR CATEGORY, YOU SHOULD
Keywords: trend-related, changes, impacting, category
At the beginning of paragraph 7, we find the key words: “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, identify = determine; use ~ pursue
Question 39. IF A CURRENT TREND HIGHLIGHTS A NEGATIVE ASPECT OF YOUR CATEGORY, YOU SHOULD
Keywords: current trend, negative aspect
In paragraph 7, the writer states that: “…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”.
Here, emphasise = reaffirm; traditional values ~ core values
Question 40. IF THE CONSUMERS’ NEW FOCUS HAS AN INCREASING LACK OF CONNECTION WITH YOUR OFFERING, YOU SHOULD
Keywords: new focus, lack, connection
Now, in the middle of paragraph 7 we find the key words ‘consumers’ new focus’. The writer states: “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, lack of connection = disparity
Answer Key -Making the Most of Trends
Cambridge IELTS 13 Test 2 Answer Key, Reading Passage 3
Making the Most of Trends Reading Answers