READING PASSAGE 1

You should spend about 20 minutes on Questions 1-13, which are based on Reading Passage 1 on pages 2 and 3.
Why good ideas fail
As part of a marketing course, two marketing experts comment on a hypothetical case study involving TF, a fictional retail
giant specializing home furnishing. The experts give concrete solutions and advice to assist students
Hypothetical case study:
TF became a retail success in the 1970s when it succeeded in spotting homeware trends and meeting the needs of its then
trendy young customers. However, by 2004, the TF stores were failing and a rethink was clearly necessary. Tibal Fisher,
TF’s founder and CEO, decided to change its focus under the new brand name of TF’s NextStage. His aim was to recapture
the now ageing customers that had given him his early success and target consumers aged 60+ with devices and gadgets
specifically designed to assist them with the problems associated with ageing: mobile phones with screens that were easy to
read; kitchen gadgets with comfortable grips; electronic devices that were eas to set ad adjust. TF’s market research
proved to be very positive, showing strong consumer support for the products.
In 2007, the stores were remodelled at a cost of US$40 million and the new brand was launched. Each store was made
more comfortable and featured a coffee shop to help increase traffic – Tibal had predicted that if they could get customers
into the stores then the products would sell themselves. However, by 2009 it was clear that the idea was a failure and the
stores consistently remained empty. Customers complained that the new stores felt like a senior center and reminded them
that they were growing old.
Feedback from experts:
Expert 1: Donna Sturgess, global head of innovation, GlaxoSmithKline
The TF team’s customer research efforts are a classic case of missing the subconscious associations at work in consumers’
minds. Tibal and his executives looked only at surface attitudes. Since those attitudes make up a relatively small part of the
total consumer response, the executives are clueless about the reason for the poor sales. It’s critical for companies to
understand that every customer relates to a brand emotionally, and it’s those emotions that trigger - or block – purchases.
That’s why we’ve focused on using emotional strategies behind branding for a number of years now. A great example is
Alli (pronounced ‘ally’), a drug to aid weight loss. The product deals with a highly emotional issue, so in marketing it, we
faced the same challenge that the new TF stores are facing: the very thought of buying the product reminds
Customers that they have problems they feel negatively about. In the case of TF’s NetStage, the problems are age and
infirmity. In the case of Alli, the problems are excessive weight and all its consequences. There’s always a risk that
consumers’ negative feelings will discourage them from starting or staying on a diet. So, after extensive market research,
we took a number of steps to inject positive emotions into the whole process of using the product.
First we came up with a name that sounds like a helpful partner. We also aimed to make the container both beautiful and
functional - something that didn’t just hold pills but could later be used to store diet guides and recipes. Traditional market
research is unlikely to uncover ideas like this, so we use a wide variety of techniques. Even simple techniques such as one-
on-one interviews, or ethnographical observation that involves going into people’s houses to examine their behavior, can
provide valuable data.
Expert 2: Alex Lee, president of OXO International, maker of OXO Good Grips household products
This retailer can get back on track by remembering a principle that applies to consumers or general and those aged 60+ in
particular: they’re attracted by brands they associate with the type of people they’d like to be - not the type they really are.
That’s why marketing campaigns for surf gear feature surfers, not the city dwellers who will wear the products while doing
their shopping.
I was reminded of this principle a few years ago when we wanted to find out how far we could apply our design philosophy
making things easier to use in order to move from our core business, kitchen tools, into other products. We conducted what
are known as focus groups, where participants were asked to look at photos of people and pick those they perceived to be
users and nonusers of our products. Consistently they picked people who looked fit as the sort who would use our products,
and people who looked old and boring as the sort who wouldn’t. Yet the participants, all owners of our products, looked a
lot more like the latter than the former.
Although the needs of elderly users and those with deteriorating vision or dexterity are very much taken into consideration
when we develop new designs, we try to offer products that appeal to 20- and 30-year-olds. We believe that referring to
these products as helping tools would serve only to harm the brand in our customers’ eyes. That’s why our philosophy of
universal design, which Involves creating products that are comfortably usable by the largest possible range of people,
is never explicitly stated as part of our marketing position.
We’ve found that market research doesn’t need to be very sophisticated. For instance, we have conducted simple surveys in
the lobby of our building offering free products. In exchange for people’s opinions. Some may call this unscientific but we
have uncovered great insights this way. Sometimes the most important signals come from an executive’s own instincts. In
Tibal Fisher’s case, this could have told him what his surveys and focus groups didn’t: 60-plus-year-olds won’t support a
business that expects them to act their age.
Questions 1-5
Do the following statements agree with the information given in Reading Passage 1? In boxes 1-5 on your answer sheet,
write
TRUE if the statement agrees with the information
FALSE if the statement contradicts the information
NOT GIVEN if there is no information on this
1 The TF NextStage stores planned to sell products to make life easier for older people.
2 TF’s market research indicated that people liked the products.
3 It cost more than expected to remodel the TF stores.
4 The TF NextStage coffee shops sold their own brand of food and drink.
5 TF NextStage customers liked the atmosphere in the new stores.
Questions 6-13
Complete the notes below.
Choose NO MORE THAN TWO WORDS from the passage for each answer. Write your answers in boxes 6-13 on your
answer sheet.
Feedback from experts
Donna Sturgess
Problems with customer research
 TF team limited their research to attitudes that occur at a 6 ……………… level in customers’ minds
 TF didn’t consider customers’ emotions
How many company dealt with a similar problem:
 Product: Alli
 Use: help people achieve 7 ………………….
 Marketing aim: help customers see the product in a positive way by:
- giving the product a 8...................................................that seems helpful and supportive
- giving the product a reusable 9 …………………….
Market research:
 does not need to be complex
 good information can come from interviews or studying the 10...............................................................of
consumers in the home
Alex Lee
Problem:
 customers are attracted to the ideal not the reality, e.g ads for surf gear
How my company dealt with a similar problem:
 we organized 11.........................................................to find out hat images customers associate
with our products
 we do not call our products helping tools in our marketing campaigns
Market research:
 can be basic, e.g. by doing 12 ………………….
 company executives should follow their 13 ……………………
READING PASSAGE 2
 The return of monkey life
Rain forest trees growing anew on Central American farmland are helping scientists find ways for monkey and agriculture
to benefit one another.
A. Hacienda La Pacifica, a remote working cattle ranch in Guanacaste province of northern Costa Rica, has for decades
been home to a community of mantled howler monkeys. Other native primates- white-faced capuchin monkeys and spider
monkeys were once common in this area, too, but vanished after the Pan-American Highway was built nearby in the 1950s
and most of the surrounding land was cleared for cattle-raising. At Hacienda La Pacifica, however, an enlightened ranch
owner chose to leave some strips of native trees growing. He used these as windbreaks to protect both cattle and their food
crops from dry-season winds. In the process, the farmer unwittingly founded a unique laboratory for the study of monkeys.
B. Ken Glander, a primatologist from Duke University in the USA, is studying La Pacifica’s monkeys in an effort to
understand the relationship between howlers and regenerating forests at the edges of grazing lands. Studying such disturbed
woodlands is increasingly important because throughout much of the New World Tropics, these are the only forests left. In
the 18th century, tropical dry forests once covered most of Central America, but by the 1980s less than two percent
remained undisturbed, and less than one percent was protected.
C. Howlers persists at La Pacifica, Glander explains, because they are leaf-eaters. They eat fruit when it is available but,
unlike capuchin and spider monkeys, do not depend on large areas of fruiting trees. Glander is particularly interested in
howlers’ ability to thrive on leaves loaded with toxins- poisonous substances designed to protect the plants. For leaf-eaters,
long-term exposure to a specific plant toxin can increase their ability to neutralize the poisonous substances and absorb the
leaf nutrients. Watching generations of howlers at La Pacifica has shown Glander that the monkeys keep their systems
primed by sampling a variety of plants and then focusing on a small number of the most nutritious food items. The leaves
that grow in regenerating forests, like those at La Pacifica, are actually more howler-friendly than those produced by the
centuries-old trees that survive farther south. In younger forests, trees put most of their limited energy into growing wood,
leaves, and fruit, so they produce much lower levels of toxin than do well-established, old-growth trees.
D. The value of maturing forests to primates is also a subject of study at Santa Rosa National Park, about 35 miles northwest of
La Pacifica. Large areas of Santa Rosa’s forests had at one time been burnt to make space for cattle ranching and coffee
farming, thereby devastating local monkey habitat. But in 1971 the government protected the area by designating it a
National Park, and species of Indigenous Lees which had been absent for decades began to invade the abandoned pastures.
Capuchins were the first to begin using the reborn forests, followed by howlers. Eventually, even spider monkeys, fruit-
eaters that need large areas of continuous forest, returned. In the first 28 years following protection of the area, the capuchin
population doubled, while the number of howlers increased sevenfold.
E. Some of the same traits that allow howlers to survive at La Pacifica also explain their population boom in Santa Rosa,
Howler reproduction is faster than that of other native monkey species. They give birth for the first time at about 3.5 years
of age, compared with seven years for capuchins, and eight or more for spider monkeys. Also, while a female spider
monkey will have a baby about once every four years, well-fed howlers can produce an infant every two years. Another
factor is diet. Howlers are very adaptable feeders, and only need a comparatively small home range. Spider monkeys, on the
other hand, need to occupy a huge home range. Also crucial is fact that the leaves howlers eat hold plenty of water, so the
monkeys can survive away from open streams and water holes. This ability gives them a real advantage over capuchin and
spider monkeys, which have suffered during the long, ongoing drought in the area.
F. Alejandro Estrada, an ecologist at Estacion de Biologia Los Tuxtlas in Veracruz, Mexico, has been studying the
ecology of a group of howler monkeys that thrive in a habitat totally altered by humans: a cacao plantation in Tabasco state,
Mexico. Cacao plants need shade to grow, so 40 years ago the owners of Cholula Cacao Farm planted figs, monkeypod and
other tall trees to form a protective canopy over their crop. The howlers moved in about 25 years ago after nearby forests
were cut. This strange habitat seems to support about as many monkeys as would a same-sized patch of wild forest. The
howlers eat the leaves and fruit of the shade trees, leaving the valuable cacao pods alone.
G. Estrada believes the monkeys bring underappreciated benefits to such plantations, dispersing the seeds of fruits such as
fig and other shade trees, and fertilizing the soil. Spider monkeys also forage for fruit here, though they need nearby areas of
forest to survive in the long term. He hopes that farmers will begin to see the advantages of associating with wild monkeys,
which could include potential ecotourism projects, ‘Conservation is usually viewed as a conflict between farming practices
and the need to preserve nature,’ Estrada says. ‘We’re moving away from that vision and beginning to consider ways in
which commercial activities may become a tool for the conservation of primates in human-modified landscapes.’
Questions 14 – 17
Reading Passage 2 has seven paragraphs, A-G. Which paragraph contains the following information?
Write the correct letter A-G, in boxes 14-17 on your answer sheet.
NB You may use any letter more than once
14 a reason why newer forests provide howlers with better feeding opportunities than older forests
15 a reference to a change in farmers’ attitudes towards wildlife
16 a description of the means by which howlers select the best available diet for themselves
17 figures relating to the reduction of natural wildlife habitat over a period of time
Questions 18 – 21
Complete the summary below.
Choose ONE WORD ONLY from the passage for each answer. Write your answers in boxes 18-21 on your answer sheet.
Why do howlers have an advantage over other Central American monkeys?
Howler monkeys have a more rapid rate of 18 …… than either capuchin of spider monkeys.
Unlike the other local monkey species, howlers can survive without eating 19 ….., and so can live inside a relatively small
habitat area. Their diet is more flexible, and they are able to tolerate leaves with high levels of 20…..Howlers can also
survive periods of 21 … better than the other monkey species can.
Questions 22-26
Look at the following features (Questions 22-26) and the list of locations below. Match each feature with the correct
location, A, B or C.
Write the correct letter, A, B or C, in boxes 22-26 on your answer sheet.
NB You may use any letter more than once.
List of Locations
A Hacienda La Pacifica
B Santa Rosa National Park
C Cholula Cacao Farm
22 It has seen the return of native tree species.
23 It supports only one species of native monkey.
24 Its monkey population helps the agriculture of the area.
25 It is home to populations of all three local monkey species.
26 Its landscape was altered by the construction of a transport link.
READING PASSAGE 3
The value of research into mite harvestmen
Few people have heard of the mite harvestman, and fewer still would recognize it at close range. The insect is a relative of
the far more familiar daddy longlegs. But its legs are stubby rather than long, and its body is only as big as a sesame seed.
To find mite harvestmen, scientists go to dark, humid forests and sift through the leaf litter. The animals respond by turning
motionless, making them impossible for even a trained eye to pick out.’ They look like grains of dirt.’ said Gonzalo Giribet,
an invertebrate biologist at Harvard University
Dr Giribet and his colleagues have spent six years searching for mite harvestmen on five continents. The animals have an
extraordinary story to tell they carry a record of hundreds of millions of years of geological history, chronicling the journeys
that continents have made around the Earth. The Earth’s landmasses have slowly collided and broken apart again several
times, carrying animals and plants with them. These species have provided clues to the continents’ paths.
The notion of continental drift originally came from such clues. In 1911, the German scientist Alfred Wegener was struck
by the fact that fossils of similar animals and plants could be found on either side of the Atlantic. The ocean was too big for
the species to have traveled across it on their own. Wegener speculated correctly, as it turned out that the surrounding
continents had originally been welded together in a single landmass, which he called Pangea.
Continental drift, or plate tectonics as it is scientifically known, helped move species around the world. Armadillos and their
relatives are found in South America and Africa today because their ancestors evolved when the continents were joined.
When South America and North America connected a few million years ago, armadillos spread north, too. Biogeographers
can learn clues about continental drift by comparing related species. However, they must also recognize cases where species
have spread for other reasons, such as by crossing great stretches of water. The island of Hawaii, for example, was home to
a giant flightless goose that has become extinct.
Studies on DNA extracted from its bones show that it evolved from the Canada goose. Having colonized Hawaii, it
branched off from that species, losing its ability to fly. This evolution occurred half a million years ago, when geologists
estimate that Hawaii emerged from the Pacific.
When species jump around the planet, their histories blur. It is difficult to say much about where cockroaches evolved, for
example, because they can move quickly from continent to continent.
This process, known as dispersal, limits many studies. ‘Most of them tend to concentrate on particular parts of the world.’
Dr Giribet said. I wanted to find a new system for studying biogeography on a global scale.
Dr Giribet realized that mite harvestmen might be that system. The 5,000 or so mite harvestmen species can be found on
every continent except Antarctica. Unlike creatures found around the world like cockroaches, mite harvestmen cannot
disperse well. The typical harvestman species has a range of fewer than 50 miles. Harvestmen are not found on young
islands like Hawaii, as these types of islands emerged long after the break-up of Pangea.
According to Assistant Professor Sarah Boyer, a former student of Dr Giribet. ‘It’s really hard to find a group of species that
is distributed all over the world but that also doesn’t disperse very far.’
What mite harvestmen lack in mobility, they make up in age. Their ancestors were among the first land animals, and fossils
of daddy longlegs have been found in 400 million-year-ago rocks.
Mite harvestmen evolved long before Pangea broke up and have been carried along by continental drift ever since they’ve
managed to get themselves around the world only because they’ve been around for hundreds of millions of years, Dr Boyer
said. Dr Boyer, Dr Giribet and their colleagues have gathered thousands of mite harvestmen from around the world, from
which they extracted DNA. Variations in the genes helped the scientists build an evolutionary tree. By calculating how
quickly the DNA mutated, the scientists could estimate when lineages branched off. They then compared the harvestmen’s
evolution to the movements of the continents. The patterns are remarkably clear.’ Dr Boyer said.
The scientists found that they could trace mite harvestmen from their ancestors on Pangea. One lineage includes species in
Chile South Africa, Sri Lanka and other places separated by thousands of miles of ocean. But 150 million years ago, all
those sites were in Gondwana which was a region of Pangea.
The harvestmen preserve smaller patterns of continental drift, as well as bigger ones. After analyzing the DNA of a Florida
harvestman, Metasiro americanus, the scientists were surprised to find that it was not related to other North American
species. Its closest relatives live in West Africa. Dr Boyer then began investigating the geological history of Florida and
found recent research to explain the mystery. Florida started out welded to West Africa near Senegal. North America than
collied into them Pangea was forming. About 170 million years ago, North America ripped away from West Africa, taking
Florida with it. The African ancestors of Florida’s harvestmen came along the ride.
Dr Giribet now hopes to study dozens or even hundreds of species, to find clues about plate tectonics that a single animal
could not show.
Questions 27-32
Choose the correct letter A, B, C or D
27. Why is it difficult to find mite harvestmen?
A. They are too small to see with naked eye
B. They can easily be confused with daddy longlegs
C. They are hard to distinguish from their surroundings
D. They do not exist in large numbers in any one place
28. Why are mile harvestmen of interest to Dr Giribet and his colleagues?
A. They have been studied far less than most other species
B. They show the effects of climate on the evolution of animals
C. They have an unusual relationship with plants and other animals
D. They provide evidence relating to a field of study other than insects
29. What factor contributed to Wegener’s idea that present-day continents used to form a single landmass?
 A. changes in the level of the ocean
B. the distance that species could travel the lack of certain fossils on one side of the Atlantic C. similarities in living
conditions on both sides of the Atlantic
30. What point is made by the reference to armadillos?
A. regions have both separated and become connected
B. certain animals could travel longer distances than others.
C. the oldest species of animals are likely to be found in Africa,
D. there is a tendency for animals to spread in a particular direction
31. Which of the following is stated in the fifth paragraph?
A. Hawaii is a habitat that cannot support large birds.
B. Hawaii is an attractive habitat for certain species of birds.
C. flightless birds are more likely to become extinct than others.
D. the Hawaiian goose became flightless after it had reached Hawaii.
32. Why is evidence from cockroaches of limited value?
A. they spread too fast
B. they multiply too quickly.
C. they are found in too few places.
D. they have divided into too many species.
Questions 33-36
Do the following statements agree with the information given in Reading Passage 3? In boxes 33-36 on you answer sheet,
write
YES if the statement is true
NO if the statement is false
NOT GIVEN if the information is not given in the passage
33. The colonization of Hawaii by geese provides evidence of continental drift
34. The reason why mite harvestmen don’t exist on Hawaii can be explained
35. The DNA of certain species has evolved more quickly than that of others
36. Dr Boyer’s theory concerning the origins of Florida is widely accepted
Question 37-40
Complete the summary using the list of words A-1 below.
Write the correct letter A-l in boxes 37-40 on your answer sheet.
List of words
A branches B fossils C drift D DNA E evolution
F Pangea G dispersal H ancestors I continents
The age and evolution of mite harvestmen
Some of the first creatures to live on land were the (37)…….. of mite harvestmen. Boyer, Giribet and others study
differences in the (38)……. of these insects, and trace the development of a number of (39)…of the species. Their evolution
appears to reflect changes in the location of (40)… For example, the same type of mite harvestman is found in places that
are now far apart but used to form Gondwana, part of a huge landmass.
ANSWER KEYS
Đáp án Giải thích
Tibal Fisher, TF’s founder and CEO, decided to change its focus under the new
brand name of TF’s NextStage. His aim was to recapture the now ageing
1 TRUE customers that had given him his early success and target consumers aged 60+
PASSAGE
with devices and gadgets specifically designed to
assist them with the problems associated with ageing:
2 TRUE TF’s market research 1
proved to be very positive, showing strong consumer
support for the products.
3 NOT GIVEN In 2007, the stores were remodeled at a cost of US $40 million and the new
brand was launched.
In 2007, the stores were remodeled at a cost of US $40 million and the
4 NOT GIVEN new brand was launched. Each store was made more comfortable and featured a
coffee shop to help increase traffic
However, by 2009 it was clear that the idea was a failure and the stores
5 FALSE consistently remained empty. Customers complained that the new
stores felt like a senior center and reminded them that they were growing
old.
The TF Team’s customer research efforts are a classic case of missing the
6 surface subconscious associations at work in consumers’ minds. Tibal and his
executives looked only at surface attitudes.
7 weight loss A great example is Alli (pronounced ‘ally’), a drug to aid weight loss. The
product deals with…
8 name First we came up with a name that sounds like a helpful partner. We also …

First we came up with a name that sounds like a helpful partner. We also aimed
9 container to make the container both beautiful and functional - something
that didn’t just hold pills but could later be used to store diet guides and recipes

Even simple techniques such as one-on-one interviews, or ethnographical

10 behaviour observation that involves going into people’s houses to
examine their behavior, can provide valuable data.
this principle few years ago when we wanted to find out how far we could apply
our design philosophy of makings things easier to use in order to move from our
11 focus group core business, kitchen tools, into other products. We conducted what are known
as focus groups, where participants
were asked to look at photos of people and pick those they are perceived to
be users and nonusers of our products.
We’ve found that market research does not need to be very sophisticated. For
12 (simple) instance, we have conducted simple surveys in the lobby of our

13 instincts Sometimes the most important signals come from an executive’s own instincts.
In Tibal Fisher’s case, …
Đáp án Giải thích
14 - C “ In younger forests, trees put most of their limited energy into growing wood,
leaves, and fruit, so they produce much lower levels of toxin than
do well-established, old-growth trees.” → Những rừng cây ít năm sẽ không thể có

15 - G
PASSAGE
chất lượng thức ăn tốt bằng rừng già.)
“Conservation is usually viewed as a conflict between farming practices and the
2
need to preserve nature,’ Estrada says. ‘We’re moving away from that vision and
beginning to consider ways in which commercial activities may become a tool for
the conservation of primates in human-modified landscapes.’” → Thay đổi thái độ
của người làm nông đối với việc bảo vệ
rừng
16 - E “Howlers are very adaptable feeders, and only need a comparatively small home
range. Spider monkeys, … water holes.” → Chọn chế độ ăn phù hợp
17 - B “In the 18th century, tropical dry forests once covered most of Central America, but
by the 1980s less than two percent remained undisturbed,
and less than one percent was protected.” → Số liệu cụ thể
18 - Đoạn E, “Howler reproduction is faster than that of other native monkey species.
Reproduction They give birth for the first time at about 3.5 years of age…”
19 - Fruits Đoạn D, “Eventually, even spider monkeys, fruit-eaters that need large areas of
continuous forest, returned.”
20 - Toxins Đoạn C, “Glander is particularly interested in howlers’ ability to thrive on
leaves loaded with toxins-poisonous substances …”)
21 - Drought Đoạn E, “This ability gives them a real advantage over capuchin and spider
monkeys, which have suffered during the long, ongoing drought in
the area.”)
22 - B Đoạn D, “species of Indigenous Lees which had been absent for decades began to
invade the abandoned pastures.”)
23 - C Đoạn F, “ group of howler monkeys that thrive in a habitat totally altered by
humans: a cacao plantation in Tabasco state, Mexico.”)
24 - C Đoạn G, “Estrada believes the monkeys bring underappreciated benefits to such
plantations, dispersing the seeds of fruits such as fig and other
shade trees, and fertilizing the soil.”)
25 - A Đoạn A, “Hacienda La Pacifica, a remote working cattle ranch in Guanacaste
province of northern Costa Rica, has for decades been home to a community of
mantled howler monkeys. Other native primates- white-faced capuchin monkeys
and spider monkeys were once common
in this area, too,…”)
26 - A Đoạn A, “but vanished after the Pan-American Highway was built nearby in the
1950s and most of the surrounding land was cleared for cattle-
raising.”
Đáp án Giải thích
27 - C
28 - D
29 - B
30 - A
31 – D
PASSAGE
32 – A 3
33 - No
34 - Yes
35 – Not given
36 – Not given
37 – H
38 – D
39 - A
40 – I
TỪ VỰNG HỮU ÍCH
PASSAGE 1

STT Từ vựng Loại từ Phiên âm Nghĩa Ví dụ

giả thuyết, The case study presented a hypothetical

1 hypothetical adj. /haɪˈpɒθətɪkəl/ không có thật situation to analyze marketing strategies.

2 retail adj. /ˈriːteɪl/ bán lẻ TF is a fictional retail giant specializing

in home furnishing.
3 specialize v. /ˈspɛʃəlaɪz/ chuyên môn The company specializes in
hóa manufacturing sports equipment.
4 trend n. /trend/ xu hướng TF was successful in spotting homeware
trends in the 1970s.
5 recapture v. /ˌriːˈkæptʃər/ lấy lại, giành Tibal aimed to recapture his early
lại success by targeting older customers.
6 target v. /ˈtɑːrɡət/ nhắm mục The marketing campaign targeted young
tiêu professionals.
7 consumer n. /kənˈsjuːmər/ người tiêu Understanding consumers is crucial for
dùng successful marketing.
The marketing campaign failed to
8 subconscious adj. /ˌsʌbkənˈʃəs/ tiềm thức address consumers’ subconscious
associations.
9 surface adj. /ˈsɜːrfəs/ bề mặt Traditional market research only
explores surface attitudes.
10 trigger v. /ˈtrɪɡər/ kích hoạt Positive emotions can trigger purchases.

11 infirmity n. /ɪnˈfərmɪti/ tật nguyền, The marketing campaign focused on the

bệnh tật infirmities of aging.
12 inject v. /ɪnˈdʒɛkt/ tiêm, truyền The company aimed to inject positive
emotions into the brand.
13 functional adj. /ˈfʌŋkʃənəl/ chức năng The product design aimed to be both
beautiful and functional.
Ethnographical observation involves
14 ethnographical adj. /ˌɛθnəˈɡræfɪkəl/ dân tộc học studying people’s behavior in their
natural environment.
15 deteriorate v. /dɪˈtɪəriorˌeɪt/ xấu đi, suy The product design considered users
giảm with deteriorating vision.
16 dexterity n. /dɛkˈsterɪti/ sự khéo léo The design addressed the needs of users
with limited dexterity.
17 universal adj. /juːnɪˈvɜːsəl/ phổ biến, toàn The company focused on creating
cầu products with universal design.
18 insight n. /ˈɪnsaɪt/ hiểu biết sâu Market research can provide valuable
sắc insights into consumer behavior.
19 instinct n. /ɪnˈstɪŋkt/ bản năng Tibal’s instincts could have guided him
to better marketing strategies.
PASSAGE 2

STT Từ vựng Phiên âm Nghĩa tiếng Ví dụ

Việt
1 remote adj. rɪˈmoʊt xa xôi The ranch is located in a remote
area.
The owner of the ranch made an
2 enlightened adj. ɪnˈlaɪtnd sáng suốt enlightened decision to leave
some trees growing.
phòng thí The ranch has become a natural
3 laboratory n. ˈlæbrətɔːri nghiệm laboratory for the study of
monkeys.
4 disturbed adj. dɪˈstɜːbd bị phá vỡ The forests have been disturbed
by human activity.
5 persist v. pərˈsɪst tồn tại Howlers persist in La Pacifica
because they are leaf-eaters.
Capuchin and spider monkeys
6 depend on v. dɪˈpɛnd ɒn phụ thuộc vào depend on large areas of fruiting
trees.
7 thrive v. θraɪv phát triển mạnh Howlers are able to thrive on
leaves loaded with toxins.
8 neutralize v. ˈnjuːtrəlaɪz vô hiệu hóa Howlers have developed the
ability to neutralize toxins.
9 nutrient n. ˈnjuːtriənt chất dinh dưỡng The leaves of regenerating
forests are rich in nutrients.
The study has been conducted
10 generation n. ˌdʒɛnəˈreɪʃən thế hệ over several generations of
howlers.
Howlers prime their systems by
11 prime v. praɪm chuẩn bị sampling a variety of plants.

12 established adj. ɪˈstæblɪʃt được thành lập Old-growth trees are well-
established.
Old-growth trees are those that
13 old-growth adj. ˌoʊldˈgroʊθ nguyên sinh have survived for centuries.

14 hacienda n. haˈθjɛndə (Spanish) đại La Pacifica is a large cattle

điền trang ranch.
15 primatologist n. praɪˈmeɪtələdʒɪst nhà linh trưởng Ken Glander is a primatologist
học who studies monkeys.
16 mantled howler n.mantled howler monkey loài khỉ rú lông The study focuses on mantled
monkey choàng howler monkeys.
white-faced white-faced khỉ capuchin White-faced capuchin monkeys
17 capuchin monkey n. capuchin monkey mặt trắng are once common in this area.
18 spider monkey n. spider monkey khỉ nhện Spider monkeys are once
common in this area.
The farmer used the trees as
19 windbreak n. ˈwɪndˌbreɪk rào chắn gió windbreaks to protect his cattle.

20 grazing land n. ˈgreɪzɪ đất chăn thả

trưởng thành The study investigates the value
21 mature adj. məˈtʃʊər (đối với rừng) of mature forests to primates.

22 devastate v. ˈdɛvəˌsteɪt tàn phá Burning the forests devastated

local monkey habitat.
23 designate v. ˈdɛzɪɡneɪt chỉ định The government designated the
area a National Park.
Indigenous trees began to invade
24 indigenous adj. ɪnˈdɪdʒənəs bản địa the abandoned pastures.

sự gia tăng đột The howler population

25 population boom n. population boom biến về dân số experienced a population boom
in Santa Rosa.
Howler reproduction is one of
26 trait n. treɪt đặc điểm the traits that allows them to
survive.
27 reproduction n. rɪˌproˈdʌkʃən sinh sản Howler reproduction is faster
than other monkeys.
28 continuous adj. kənˈtınjʊəs liên tục Spider monkeys need large areas
of continuous forest.
29 crucial adj. ˈkruːʃəl then chốt The fact that howler leaves hold
water is crucial.
The monkeys have suffered
30 ongoing adj. ˌɒnˈgoʊɪŋ đang diễn ra during the long, ongoing
drought.
31 thrive v. θraɪv phát triển mạnh Howlers thrive in a habitat
altered by humans.
Alejandro Estrada has been
32 ecology n. ɪˈkɒlədʒi sinh thái học studying the ecology of howler
monkeys.
33 habitat n. ˈhæbɪtæt môi trường The howlers moved in after
sống nearby forests were cut down.
The monkeys thrive in a habitat
34 altered adj. ˈɔːltəd thay đổi totally altered by humans.

35 plantation n. plænˈteɪʃən đồn điền The howlers live in a cacao

plantation.
The shade trees form a protective
36 canopy n. ˈkænəpi tán cây canopy over the cacao plants.
 37 disperse v. dɪˈspɜːrs phát tán The monkeys disperse the seeds
of fruits.
38 fertilize v. ˈfɜːtɪlaɪz bón (đất) The monkeys may help fertilize
the soil.
39 forage v. ˈfɔːrɪdʒ kiếm ăn Spider monkeys also forage for
fruit here.
du lịch sinh thái Ecotourism projects could
40 ecotourism n. ˌɛkoʊˈtʊərɪzəm benefit from the presence of
monkeys.

PASSAGE 3

STT Từ vựng Loại Phiên âm Nghĩa tiếng Việt Ví dụ

1 relative (of) n. ˈrelətɪv (əv) họ hàng (của) The mite harvestman is a relative of
the daddy longlegs.
2 stubby adj. ˈstʌbi lùn, ngắn cũn The mite harvestman has stubby
legs.
3 sesame seed n. ˈsɛsəmi siːd hạt vừng The mite harvestman’s body is only
as big as a sesame seed.
4 sift through v. sɪft θruː sàng lọc Scientists sift through leaf litter to
find mite harvestmen.
5 motionless adj. ˈmoʊʃənˌlɛs bất động The animals respond by turning
motionless.
nhà địa chất học The story told by mite harvestmen
6 geologist n. dʒiˈɒlədʒɪst is of interest to geologists.

geological history dʒiəˌlɒdzhɪkəl Mite harvestmen carry a record of

7 n. ˈhɪstəri lịch sử địa chất hundreds of millions of years of
geological history.
The animals chronicle the journeys
8 chronicle v. ˈkrɑːnɪkl ghi chép that continents have made.

9 collide v. kəˈlaɪd va chạm The Earth’s landmasses have slowly

collided and broken apart.
10 clue n. kluː manh mối These species have provided clues
to the continents’ paths.
11 drift n. drɪft trôi dạt The notion of continental drift
originated from such clues.
Wegener speculated correctly about
12 speculate v. ˈspɛkjuleɪt suy đoán the continents being joined together.
 The continents had originally been
13 weld v. wɛld hàn, kết hợp welded together in a single
landmass.
Pangea is the name given to the
14 landmass n. ˈlændmæs khối đất liền single landmass that existed
millions of years ago.
nhà sinh địa lý Biogeographers study the
15 biogeographer n. baɪoʊˌdʒiˈɒgrəfər học distribution of species and how it
relates to geography.
16 extinct adj. ɪkˈstɪŋkt tuyệt chủng The giant flightless goose in Hawaii
is now extinct.
17 evolve v. ɪˈvɒlv tiến hóa The Canada goose evolved into the
giant flightless goose.
18 blur v. blɜːr trở nên mờ mịt When species jump around the
planet, their histories blur.
19 dispersal n. dɪˈspɜːrsəl sự phát tán This process, known as dispersal,
limits many studies.
20 concentrate on v. ˈkɒnsəntreɪt ɒn tập trung vào Most studies tend to concentrate on
particular parts of the world.
21 global scale n. ˈgloʊbəl skeɪl quy mô toàn cầu He wanted a system for studying
biogeography on a global scale.
Harvestmen are not found on young
22 emerge v. əˈmɜːrdʒ xuất hiện islands like Hawaii, which emerged
long after...
23 lack v. læk thiếu What mite harvestmen lack in
mobility, they make up in age.
24 ancestor n. ˈænˌsɛstər tổ tiên Their ancestors were among the
first land animals.
Fossils of daddy longlegs have been
25 fossil n. ˈfɒsɪl hóa thạch found in 400 million-year- ago
rocks.
26 lineage n. ˈlɪniɪdʒ dòng dõi The scientists could estimate when
lineages branched off.
27 mutate v. ˈmjuːteɪt đột biến By calculating how quickly the
DNA mutated...
28 evolutionary tree n. ɪˌvɒljuːʃənəri triː cây tiến hóa They built an evolutionary tree
based on DNA variations.
29 remarkable adj. rɪˈmɑːrkəbl đáng chú ý The patterns are remarkably clear.

Gondwana (siêu One lineage includes species in

30 Gondwana n. ˌgɒndˈwɑːnə lục địa cổ) places that were once part of
Gondwana.
31 preserve v. prɪˈzɜːrv bảo tồn The harvestmen preserve smaller
patterns of continental drift.
32 analyze v. ˈænəlaɪz phân tích After analyzing the DNA of a
Florida harvestman...
33 recent research n. riˈsɛnt rɪˈsɜːrtʃ nghiên cứu gần Dr. Boyer then began investigating
đây recent research...
34 mystery n. ˈmɪstəri bí ẩn ...to explain the mystery.