Choose the correct letter, A, B, C or D.

Write the correct letter in boxes on your answer sheet.

1 In the first paragraph, the writer says that most managers

Afail to spot the key consumer trends of the moment.

Bmake the mistake of focusing only on the principal consumer trends.

Cmisinterpret market research data relating to current consumer trends.

Dare unaware of the significant impact that trends have on consumers’ lives.

2 According to the third paragraph, Coach was anxious to

Afollow what some of its competitors were doing.

Bmaintain its prices throughout its range.

Csafeguard its reputation as a manufacturer of luxury goods.

Dmodify the entire look of its brand to suit the economic climate.

3 What point is made about Tesco’s Greener Living programme?

AIt did not require Tesco to modify its core business activities.

BIt succeeded in attracting a more eco-conscious slientele.

CIts main aim was to raise consumers’ awareness of environmental issues.

DIt was not the first time that Tesco had implemented such an initiative.

4 What does the writer suggest about Nike’s strategy?

AIt was an extremely risky strategy at the time.

BIt was a strategy that only a major company could afford to follow.

CIt was the type of strategy that would not have been possible in the past.

DIt was the kind of strategy which might appear to have few obvious benefits.

5 What was original about the ME2?

AIt contained technology that had been developed for the sports industry.

BIt appealed to young people who were keen to improve their physical fitness.

CIt took advantage of a current trend for video games with colourful 3D graphic.

DIt was a handheld game that addressed people’s concerns about unhealthy lifestyles.

MAKING THE MOST OF TRENDS