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Câu hỏi: Read the following passage and mark the letter A, B, C, or D on your answer sheet to indicate the correct answer to each of the questions from 39 to 43.
As customers choose brands based on how they make them feel, rather than their actual products or services, there is an intrinsic advantage to those organizations who use designed experiences as a weapon to cut through the most competitive of markets. Those that don’t, operate in what we call the “experience gap”, the space between them and their customer’s expectation of them. Make no mistake, in our high paced and digitally connected economies, the experience gap is driving markets, fast.
For example, take Instagram and Twitter. These brands filled the demand for a whole new human experience that did not exist before the evolution of digital technologies enabled that. They were pioneers, and there were no established players to unseat. But we are also seeing a similar dynamic in existing industries. New entrants are coming in and taking the space, also using whole new experiences, purely because the incumbents left the door open.
Closer to home, this can be seen with Australian neobanks who are giving customers a better experience than the incumbents. Robert Bell is the CEO at neobank 86400. He says banking has already become quite complicated and he wanted to make a change. His neobank is working to solve customers’ problems more holistically. Bell said, “It’s significantly harder work and takes more time to become a bank, but having done that we can have a much better relationship with our customers and we can offer them a lot more products and services.”
Think about that for a moment. Do you notice how better experiences, leads to better relationships, which is then the stepping stone for more offerings? Many brands still jump straight to modified offerings, without gaining that customer connection and the necessary foundation of trust first.
A. Their reputation famously preceded even the 4th Industrial Revolution.
B. They are the one and only companies providing such revolutionary services.
C. They were the trailblazers for the experience-oriented marketing strategy.
D. Prior to their advent, there were already several competitors in the field.
As customers choose brands based on how they make them feel, rather than their actual products or services, there is an intrinsic advantage to those organizations who use designed experiences as a weapon to cut through the most competitive of markets. Those that don’t, operate in what we call the “experience gap”, the space between them and their customer’s expectation of them. Make no mistake, in our high paced and digitally connected economies, the experience gap is driving markets, fast.
For example, take Instagram and Twitter. These brands filled the demand for a whole new human experience that did not exist before the evolution of digital technologies enabled that. They were pioneers, and there were no established players to unseat. But we are also seeing a similar dynamic in existing industries. New entrants are coming in and taking the space, also using whole new experiences, purely because the incumbents left the door open.
Closer to home, this can be seen with Australian neobanks who are giving customers a better experience than the incumbents. Robert Bell is the CEO at neobank 86400. He says banking has already become quite complicated and he wanted to make a change. His neobank is working to solve customers’ problems more holistically. Bell said, “It’s significantly harder work and takes more time to become a bank, but having done that we can have a much better relationship with our customers and we can offer them a lot more products and services.”
Think about that for a moment. Do you notice how better experiences, leads to better relationships, which is then the stepping stone for more offerings? Many brands still jump straight to modified offerings, without gaining that customer connection and the necessary foundation of trust first.
(source: https://which-50.com/)
According to paragraph 2, what is true about Instagram and Twitter in the stated instance?A. Their reputation famously preceded even the 4th Industrial Revolution.
B. They are the one and only companies providing such revolutionary services.
C. They were the trailblazers for the experience-oriented marketing strategy.
D. Prior to their advent, there were already several competitors in the field.
Theo đoạn 2, điều nào sau đây là đúng về Instagram và Twitter trong ví dụ nêu trên?
A. Danh tiếng của chúng đã lẫy lừng trước cả Cuộc cách mạng Công nghiệp lần thứ 4.
B. Chúng là công ty duy nhất cung cấp những dịch vụ mang tính cách mạng như thế.
C. Chúng là những nhà tiên phong cho chiến lược tiếp thị định hướng trải nghiệm.
D. Trước khi chúng được phát minh, đã có nhiều đối thủ cạnh tranh trong lĩnh vực đó.
Thông tin:
+ These brands filled the demand for a whole new human experience that did not exist before the evolution of digital technologies enabled that. (Những nhãn hiệu này thỏa mãn nhu cầu về một trải nghiệm hoàn toàn mới mà con người chưa từng có trước khi cuộc cách mạng công nghệ kỹ thuật số diễn ra.)
→ A, D sai
+ But we are also seeing a similar dynamic in existing industries. New entrants are coming in and taking the space, also using whole new experiences, purely because the incumbents left the door open. (Nhưng chúng ta cũng nhìn thấy một động lực tương tự trong các ngành hiện thời. Những người mới đang gia nhập và chiếm vị trí, cũng sử dụng các trải nghiệm hoàn toàn mới, và hoàn toàn do các nhà đương nhiệm đã để ngỏ cánh cửa.)
→ B sai
+ They were pioneers, and there were no established players to unseat. (Chúng là những nhà tiên phong, và không có đối thủ vững vàng nào có thể vượt qua được.)
→ C đúng
A. Danh tiếng của chúng đã lẫy lừng trước cả Cuộc cách mạng Công nghiệp lần thứ 4.
B. Chúng là công ty duy nhất cung cấp những dịch vụ mang tính cách mạng như thế.
C. Chúng là những nhà tiên phong cho chiến lược tiếp thị định hướng trải nghiệm.
D. Trước khi chúng được phát minh, đã có nhiều đối thủ cạnh tranh trong lĩnh vực đó.
Thông tin:
+ These brands filled the demand for a whole new human experience that did not exist before the evolution of digital technologies enabled that. (Những nhãn hiệu này thỏa mãn nhu cầu về một trải nghiệm hoàn toàn mới mà con người chưa từng có trước khi cuộc cách mạng công nghệ kỹ thuật số diễn ra.)
→ A, D sai
+ But we are also seeing a similar dynamic in existing industries. New entrants are coming in and taking the space, also using whole new experiences, purely because the incumbents left the door open. (Nhưng chúng ta cũng nhìn thấy một động lực tương tự trong các ngành hiện thời. Những người mới đang gia nhập và chiếm vị trí, cũng sử dụng các trải nghiệm hoàn toàn mới, và hoàn toàn do các nhà đương nhiệm đã để ngỏ cánh cửa.)
→ B sai
+ They were pioneers, and there were no established players to unseat. (Chúng là những nhà tiên phong, và không có đối thủ vững vàng nào có thể vượt qua được.)
→ C đúng
Đáp án C.