Reading Comprehension 例題1
The first point media play important role for in choosing energizer beverage is to suggest a new agenda. Ideally, Blue Beverage would utilize earned media such as magazines or newspapers to promote its products for a variety of consumers among different demographic segments because target group varies, though it might not have distinctive characteristic, but paid media is also available. Though energizers and supplements might tend to be evaluated by which of ingredients are in or how many of those are in as well as prices, when to drink can be a new agenda to consumers. For example, if media introduced Blue Beverage of Austria as a very choice before important business interview or as a popular product a lot of professionals beyond industries regularly take, it would bring different perspective.
“Why energy drink?” can be another agenda. There may be a shift among reasons to purchase energy drinks. Simply positive effect on physical health by taking in ingredients can be replaced with intangible effect on mental condition for better performance and achievement. SNS or blog is a place where every individual can post a message, so exchanging ideas/opinions about Blue Beverage in open space like SNS has a potential. As there is placebo effect in medical treatment, most consumers, especially upper-class population, recognize the importance of mental condition under tight-pressured modern society.
As one of main targets of Blue Beverage is those who have high motivation to succeed in their field, in my view Two Step Flow has large potential to reach consumers. In Blue Beverage sponsored Extreme sports events if Blue Beverage is able to attract some portion of fun visiting or watching Extreme sports, they would then talk about it to their family and friends. This is where Blue Beverage should leverage. Specifically, one option is to air advertisements on media such as TV and YouTube with many exciting performances in Extreme sports that show logo of Blue Beverage. Through these, excitement and bravery of Extreme sports is associated with blue and silver can of Blue Beverage. Not only Extreme sports but also other fields such as rock music festival this approach is applicable.
Questions refer to the passage above
1
The primary function of the passage is to which of followings?
A.
Introduce tactics for marketing plan
B.
Explain differences among media in marketing promotion
C.
Promote new beverage product into market
D.
Give opinions about effects on health by drinking energy drinks
E.
Discuss potential influences of SNS in advertisement?
2
Which of followings is inferred from the first paragraph?
A.
There is a universal tactic for advertisement which can be used for any consumer
B.
Promoting a product begins by looking into what is marketing point in the product
C.
Utilizing media may be free of charge
D.
Energy drinks has an effect of getting people excited
E.
Media promotion is so competitive between media and consumer
3
Why does the author mention about “Why energy drink?
A.
Change discussion topic of the passage into the competition between energy drink and other soft drink.
B.
Bring the importance of SNS in advertisement.
C.
Question reasons consumer purchase energy drinks.
D.
Point out the possibility of the need to change strategy of marketing activities.
E.
Investigate communication happening among consumers
4
The passage most clearly implies which of following in the last paragraph?
A.
Blue Beverage tries to make its products functional in exercise
B.
Those who enjoy extreme sports are easier to reach through words of mouth.
C.
Blue and silver is associated with extreme sports.
D.
There are a lot of audience watching extreme sports through media.
E.
The taste of beverage does not matter in energy drink market
解答はこちらです
1
The primary function of the passage as a whole is to which of followings?:
A.
Introduce tactics for marketing plan
B.
Explain differences among media in marketing promotion
C.
Promote new beverage product into market
D.
Give opinions about effects on health by drinking energy drinks
E.
Discuss potential influences of SNS in advertisement
第一段落ではメディアがエナジードリンクを選ぶ際の話題を提供する役割を担っていて、ブルージバレッジのメディア戦略が書かれています。またどのようにエナジードリンクが市場から評価されているのかにも触れています。第二段落では、消費者がエナジードリンクを購入する理由を取り上げることについてメディアが一翼を担い、消費者同士がＳＮＳなどを通じて繋がっていること。第三段落ではブルービバレッジのターゲット及びその層にマーケティングする方法が挙げられています。
これらを総合すると正解は
A. Introduce tactics for marketing plan
が正解になります。
主題としてはBlue Beverageのエナジードリンクのマーケティング戦略です。
B.のメディアの違いは文中について一部記述がありますが主題ではなくてそれぞれ手段として紹介されています。
C.はエナジードリンクの市場への新規発売ではありません。エナジードリンク自体は市場に出回っているものと思われます。
D.については全く関係のない話です
E. SNSの影響については第二段落でSNSでありますがDiscussというほどではなくMention程度ですね。使い方やマーケティングの機能は挙げていますが、メリットやデメリットやポテンシャルについて具体例はありません。
2
Which of followings is inferred from the first paragraph?
A.
There is a universal tactic for advertisement which can be used for any consumer
B.
Promoting a product begins by looking into what is marketing point in the product
C.
Utilizing media may be free of charge
D.
Energy drinks has an effect of getting people excited
E.
Media promotion is so competitive between media and consumer
正解は C. Utilizing media may be free of chargeです。
[ Ideally, Blue Beverage would utilize earned media such as magazines or newspapers to promote for a variety of consumers among different demographic segments because target group varies, though it might not have distinctive characteristic, but paid media is also available. ]
この文から「マガジンや新聞に取り上げられることが異なった消費者層に訴えることができ、、（中略）、paid mediaも利用できる」となっています。ここから、マガジンや新聞など取材してもらう際にお金を払わない形で利用できることが推察されます。
3
Why does the author mention about “Why energy drink?
A.
Change discussion topic of the passage into the competition between energy drink and other soft drink.
B.
Bring the importance of SNS in advertisement.
C.
Question reasons consumer purchase energy drinks.
D.
Point out the possibility of the need to change strategy of marketing activities.
E.
Investigate communication happening among consumers
正解はD.
Point out the possibility of the need to change strategy of marketing activities
です。
１にもあったようにこのパッセージの主題はエナジードリンクのマーケティング戦略の紹介です。第一段落でエナジードリンクを選ぶ際のポイントをメディアが取り上げることで関心を呼ぶことに触れているのに対し、第二段落では、消費者がエナジードリンクを購入する理由をメディアで取り上げることもマーケティングになる可能性になることが段落のテーマとしています。従って、第一段落にある有効成分を紹介するところから一段飛躍する必要があることを伝えようとしています。
4
The passage most clearly implies which of following in the last paragraph?
A.
Blue Beverage tries to make its products functional in exercise
B.
Those who enjoy extreme sports are easier to reach through words of mouth.
C.
Blue and silver is associated with extreme sports.
D.
There are a lot of audience watching extreme sports through media.
E.
The taste of beverage does not matter in energy drink market
AはBlue Beverageは機能性を前面に出して販売促進していくよりもスリリングなスポーツイベントを通じてイメージやブランドを作っていくことを目指していますから不正解です。
Bはエナジードリンクが口コミを通じて拡がっていくことがエクストリームスポーツ愛好家の間ではと言っていますが、もしそうならば有料チャンネルやユーチューブに載せてもらう必要はないはずです。マーケティングには力を入れず、購入者が次の購入者に繋がるわけではありません。
Cはエクストリームスポーツに色が連想されることは触れられていません。
D There are a lot of audience watching extreme sports through media
が正解になります。
第三段落はエクストリームスポーツのイベント参加者やテレビ観戦者のうち一定数に気に入ってもらい、そこからさらに周りの人に繋げていくこと可能性に触れています。
EもBlue Beverageのマーケティング戦略ではあてはまりそうですが、エナジードリンク市場で味が関係ないのかどうかについては記述がありません。