BE Reading Practice 2
BE Reading Practice 2
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not rely on market research pre-testing which often reduces the impact of more experimental
commercials. There is also the long relationship with one of the world’s best ad agencies, and
what Wieden describes as “an honesty about sport”. Things only happen in Nike ads that
sportmen and women can really do.
“My number one advertising principle- if I have one- is to wake up the consumer,” concludes
Knight, with an absolute conviction that is unique among modern-day chief executives. “We have
a high-risk strategy on advertising. When it works, it is more interesting. There really is no
formula.”
1 According to Phil Knight, what are the three factors which have led to the huge success of Nike?
A. Product design, famous people and advertising
B. Celebrity athlete endorsement, product design and advertising
C. Celebrity athlete endorsement, product design and famous people
D. Celebrity athlete endorsement, product design and high technology
2 Who led Nike into golf?
A. Michael Jordan
B. Jimmy Connors
C. McEnroe
D. Tiger Woods
3 Which innovation saved the company?
A. A new air technology inside the trainer
B. Beautiful design
C. High-risk strategy on advertising
D. Market research pre-testing
4 Which celebrity saved the company?
A. Tiger Woods
B. Carl Lewis
C. Michael Jordan
D. Ronaldo
5 What is Phil Knight’s key idea about advertising?
A. To wake up the consumer
B. To support the consumer
C. To follow the consumer
D. To persuade the consumer
6 What award does Nike win twice?
A. Advertiser
B. Best Seller
C. Customer Service
D. Golf
7 Which of the following does Nike believe is not important?
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A. To wake up the consumer
B. high-risk strategy
C. market research pre-testing
D. the long relationship with one of the world’s best ad agencies
8 Which advertising campaigns does Nike use?
A. Global advertising campaigns only
B. Local advertising campaigns only
C. Online advertising campaigns
D. Global and local advertising
4. Read the following article and then answer the questions.
Airbus crisis over
Airbus says it has turned the corner after a crisis connected to production problems and turmoil in
the boardroom at its A380 super-jumbo project that has gone on for the past year. Speaking at the
Paris air show, Louis Gallois, CEO of the European planemaker, said, "Airbus is back."
Airbus, which announced a raft of orders on the first day of the show, is competing with Boeing,
its American rival, for the title of the largest planemaker in the world.
Boeing is expected to reveal the numbers of orders for its 787 Dreamliner soon. Airbus orders
unveiled on Monday included Qatar Airways confirming a $16bn order for 80 A350 Airbus
planes and ordering three A380 super-jumbos for about $750m.
Boeing and Airbus are also competing for orders from aircraft leasing firms. Orders from these
companies - who rank highly among the biggest global buyers of aircraft - are often regarded as
an indication of how successful a model will be in the long term.
Airbus also secured orders from US Airways that are worth $10bn for 22 of its A350 jets, 60
A320s and ten of its A330-200 wide-body planes.
A few months ago, Airbus unveiled a major cost-cutting programme aiming to reduce the
workforce in Europe by 10,000, as well as announcing a group restructuring. "I can tell you with
full confidence that Airbus is back and fully back, as you have started noting yesterday as
demonstrated by our first day announcements," said Mr. Gallois on the second day of the air
show.
However, Boeing also announced a deal with General Electric (GE) on the show's first day. GE's
commercial aviation services placed an order for six 777 Boeing freighters valued at around
$1.4bn, to be delivered in the last quarter of 2008.
A Wall Street Journal website report, quoting the Delta operating chief yesterday said that Delta
Air Lines were on the verge of ordering as many as 125 Boeing 787 jetliners by the end of this
year. However, a spokesman for Delta later said that it had been having conversations "with
several aircraft makers" and that "no final decision" had been made on future fleet purchases.
1 The problems at Airbus …………
A. have been resolved completely.
B. have been resolved partly.
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C. are well on their way to being sorted out.
D. are far from resolved.
2 Airbus announced …………
A. a large number of orders on the first day of the show.
B. some orders on the first day of the show.
C. a few orders on the first day of the show.
D. no orders on the first day of the show.
3 Qatar Airways ordered …………
A. 83 planes on Monday.
B. 80 planes on Monday.
C. 13 planes on Monday.
D. 3 planes on Monday
4 US Airways …………
A. placed an order for the new super-jumbo.
B. didn't place an order for the new super-jumbo.
C. may have placed an order for the new super-jumbo.
D. will place an order for the new super-jumbo.
5 Boeing …………
A. announced sales of the Dreamliner.
B. may sell some Dreamliners to General Electric.
C. may sell some Dreamliners to Delta Air Lines.
D. won’t sell Dreamliners to General Electric.
6 The Wall Street Journal website report …………
A. was definitely correct.
B. was definitely wrong.
C. was partly wrong
D. was possibly correct.
7 Airbus reported to reduce the workforce in Europe by ………… .
A. 10,000
B. 20,000
C. 30,000
D. 40,000
8 How much did Airbus earn from selling planes to US Airways?
A. $3bn
B. $5bn
C. $10bn
D. $22bn