FT - Advanced Reading C1 - 6.2022 - KEYED
FT - Advanced Reading C1 - 6.2022 - KEYED
FINAL EXAMINATION
Course: Advanced Reading C1
Time Allotted: 75-80 minutes Exam Date: __________
Approved by Proctors
Examiner(s) Score
(CBCT)
1. 1. In figures:
2. 2. In words:
TOTAL: ______/10
PASSAGE 2 (3 points)
INTERNAL MARKET: SELLING THE INSIDE
When you think of marketing, you more than likely think of marketing to your customers: How can you
persuade more people to buy what you sell? But another “market” is just as important: your employees, the
very people who can make the brand come alive for your customers. Yet in our work helping executives
develop and carry out branding campaigns, my colleagues and I have found that companies very often ignore
this critical constituency.
Why is internal marketing so important? First, because it’s the best way to help employees make a powerful
emotional connection to the products and services you sell. Without that connection, employees are likely to
undermine the expectations set by your advertising. In some cases, this is because they simply don’t
understand what you have promised the public, so they end up working at cross-purposes. In other cases, it
may be that they don’t actually believe in the brand and feel disengaged or, worse, hostile toward the company.
We’ve found that when people care about and believe in the brand, they’re motivated to work harder and their
loyalty to the company increases. Employees are united and inspired by a common sense of purpose and
identity.
Unfortunately, in most companies, internal marketing is done poorly, if at all. While executives recognize the
need to keep people informed about the company’s strategy and direction, few understand the need to convince
employees of the brand’s power—they take it as a given.
Employees need to hear the same messages that you send out to the marketplace. At most companies, however,
internal and external communications are often mismatched. This can be very confusing, and it threatens
employees’ perceptions of the company’s integrity: They are told one thing by management but observe that
a different message is being sent to the public. One health insurance company, for instance, advertised that
the welfare of patients was the company’s number one priority, while employees were told that their main
goal was to increase the value of their stock options through cost reductions. And one major financial services
institution told customers that it was making a major shift in focus from being a financial retailer to a financial
adviser, but, a year later, research showed that the customer experience with the company had not changed. It
turned out that company leaders had not made an effort to sell the change internally, so employees were still
churning out transactions and hadn’t changed their behavior to match their new adviser role.
Enabling employees to deliver on customer expectations is important, of course, but it’s not the only reason a
company needs to match internal and external messages. Another reason is to help push the company to
achieve goals that might otherwise be out of reach. In 1997, when IBM launched its e-business campaign
(which is widely credited for turning around the company’s image), it chose to ignore research that suggested
consumers were unprepared to embrace IBM as a leader in e-business. Although to the outside world this
looked like an external marketing effort, IBM was also using the campaign to align employees around the idea
of the Internet as the future of technology. The internal campaign changed the way employees thought about
everything they did, from how they named products to how they organized staff to how they approached
selling. The campaign was successful largely because it gave employees a sense of direction and purpose,
which in turn restored their confidence in IBM’s ability to predict the future and lead the technology industry.
Today, research shows that people are four times more likely to associate the term “e-business” with IBM
than with its nearest competitor.
Perhaps even more important, by taking employees into account, a company can avoid creating a message that
doesn’t resonate with staff or, worse, one that builds resentment. In 1996, United Airlines shelved its “Come
Fly the Friendly Skies” slogan when presented with a survey that revealed the depth of customer resentment
toward the airline industry. In an effort to own up to the industry’s shortcomings, United launched a new
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campaign, “Rising”, in which it sought to differentiate itself by acknowledging poor service and promising
incremental improvements such as better meals. While this was a logical premise for the campaign given the
tenor of the times, a campaign focusing on customers’ distaste for flying was deeply discouraging to the staff.
Employee resentment ultimately made it impossible for United to deliver the improvements it was promising,
which in turn undermined the “Rising” pledge. Three years later, United decided employee opposition was
undermining its success and pulled the campaign. It has since moved to a more inclusive brand message with
the line “United”, which both audiences can embrace. Here, a fundamental principle of advertising—find and
address a customer concern—failed United because it did not consider the internal market.
When it comes to execution, the most common and effective way to link internal and external marketing
campaigns is to create external advertising that targets both audiences. IBM used this tactic very effectively
when it launched its e-business campaign. It took out an eight-page ad in the Wall Street Journal declaring its
new vision, a message directed at both customers and internal stakeholders. This is an expensive way to
capture attention, but if used sparingly, it is the most powerful form of communication; in fact, you need do it
only once for everyone in the company to read it. There’s a symbolic advantage as well. Such a tactic signals
that the company is taking its pledge very seriously; it also signals transparency—the same message going out
to both audiences.
Advertising isn’t the only way to link internal and external marketing. At Nike, a number of senior executives
now hold the additional title of “Corporate Storyteller”. They deliberately avoid stories of financial successes
and concentrate on parables of “just doing it”, reflecting and reinforcing the company’s ad campaigns. One
tale, for example, recalls how legendary coach and Nike cofounder Bill Bowerman, in an effort to build a
better shoe for his team, poured rubber into the family waffle iron, giving birth to the prototype of Nike’s
famous Waffle Sole. By talking about such inventive moves, the company hopes to keep the spirit of
innovation that characterizes its ad campaigns alive and well within the company.
But while their messages must be aligned, companies must also keep external promises a little ahead of internal
realities. Such promises provide incentives for employees and give them something to live up to. In the 1980s,
Ford turned “Quality Is Job 1” from an internal rallying cry into a consumer slogan in response to the threat
from cheaper, more reliable Japanese cars. It did so before the claim was fully justified, but by placing it in
the public arena, it gave employees an incentive to match the Japanese. If the promise is pushed too far ahead,
however, it loses credibility. When a beleaguered British Rail launched a campaign announcing service
improvements under the banner “We’re Getting There”, it did so prematurely. By drawing attention to the gap
between the promise and the reality, it prompted destructive press coverage. This, in turn, demoralized staff,
who had been legitimately proud of the service advances they had made.
Questions 10-15: Complete each sentence with the correct ending, A-E, below. You can use any letter MORE
THAN ONCE.
10. A health company _______ A. alienated its employees by its apologetic branding campaign.
11. A financial institution _______ B. attracted negative publicity through its advertising campaign.
12. A computer company _______ C. produced conflicting image between its employees and the
13. An airline _______ general public.
14. A sport shoe company _______ D. successfully used an advertising campaign to inspire
15. A railway company _______ employees.
E. draws on the legends of the company spirit.
10. C
11. C
12. D
13. A
14. E
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15. B
Questions 16-21: Do the following statements agree with the claims of the writer in the reading passage?
Write
YES if the statement agrees with the views of the writer
NO if the statement contradicts the views of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this
16. A strong conviction in the brand can contribute to higher job performance. _______
17. Consumers were ready to view IBM as a leader in e-business before the advertising campaign. _______
18. United Airlines eventually abolished its campaign as the result of employee dissent. _______
19. It is an expensive mistake for IBM to launch its new e-business campaign. _______
20. Nike employees claimed that they were inspired by their company tales. _______
21. A slight difference between internal and external promises can create a sense of purpose. _______
16. YES
17. NO
18. YES
19. NO
20. NOT GIVEN
21. YES
IELTS Reading Recent Actual Tests – Vol 3 – Test 1 – Passage 3 – Page 9
PASSAGE 3 (3 points)
22. E
23. A
24. B
25. C
26. B
27. D
28. D
29. C
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30. D
31. A