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.
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.
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, những gì là sự thật về Instagram và Twitter trong phần ví dụ đã nêu?
A. Danh tiếng của chúng nổi tiếng trước cả cuộc cách mạng công nghiệp lần thứ 4
B. Chúng là những công ty duy nhất cung cấp các dịch vụ mang tính cách mạng như vậy
C. Chúng là những người tiên phong cho chiến lược tiếp thị định hướng kinh nghiệm
D. Trước khi ra đời, đã có một vài đối thủ cạnh tranh trong lĩnh vực này
Căn cứ vào thông tin đoạn hai:
For example, take Instagram and Twitter. … They were pioneers, and there were no established players to unseat. (Ví dụ, Instagram và Twitter. ... Chúng đã là những người tiên phong, và không có người chơi thành lập để giải phóng.)
A. Danh tiếng của chúng nổi tiếng trước cả cuộc cách mạng công nghiệp lần thứ 4
B. Chúng là những công ty duy nhất cung cấp các dịch vụ mang tính cách mạng như vậy
C. Chúng là những người tiên phong cho chiến lược tiếp thị định hướng kinh nghiệm
D. Trước khi ra đời, đã có một vài đối thủ cạnh tranh trong lĩnh vực này
Căn cứ vào thông tin đoạn hai:
For example, take Instagram and Twitter. … They were pioneers, and there were no established players to unseat. (Ví dụ, Instagram và Twitter. ... Chúng đã là những người tiên phong, và không có người chơi thành lập để giải phóng.)
Đáp án C.