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LanguageCert Practice Listening: Part 4 (Extended Listening) ID: #60344 Medium Yellow 1

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You hear part of a podcast discussion about academics discuss recent marketing trends. You will hear the discussion twice. Choose the correct answers. You have one minute to read through the questions.

Transcript:

Part 4 You hear part of a podcast in which academics discuss recent marketing trends. You will hear the discussion twice. Choose the correct answers. You have one minute to read through the questions below. Hi, I'm Julie Egan, and today I'm discussing current marketing trends with my guests Dr. Anna Robinson and Dr. Ian Webber, both professors of the Department of Business Studies at Capital University. Welcome to you both. Hello. Hello. Anna, if we could start with you. How important is it to stay ahead of the marketing game if you want to ensure a competitive business? Well, Julie, I always tell my business students that they should never underestimate the power of marketing. By that, I mean that a marketing strategy can literally make or break a business. I'd go as far as saying that after customer or client service, marketing is the most strategic aspect of any business. I'd second that. Just imagine you see an advertisement that you find offensive in some way. You certainly wouldn't consider buying that product or using that service, would you? There's a fine line between attracting customers and irritating people. And Ian, I imagine, like any aspect of business, marketing has to move with the times. Absolutely. Staying idle won't cut it. But many businesses fall back on their marketing department's tried and tested methods when sales go down, not appreciating that what worked yesterday may not apply to today's trends. Consumer needs evolve the same way the market does, so turning to a specialist marketing firm can really give them an edge. Anna, can you tell us a bit about influencer marketing that we hear so much about these days? Ah yes, now you've brought up a pertinent point. Influencer marketing utilizes certain individuals, often celebrities or experts in a particular field, to promote something, hence the term. Influencer marketing has really picked up, and I predict this trend will develop in all sorts of new and interesting ways in the coming years. Ian, can you expand on this phenomenon? Sure, it's not rocket science. When marketers are careful about how they collaborate with an influencer, companies can expand brand awareness and gain fans from the influencer's own audience. So the choice of influencer and knowledge of the specific niche they can access is everything. If I can just add something here, Julie, your average business might think that it's all well and good talking about celebrity and expert influencers, but they don't come cheap. However, this is not necessarily an issue. If you can't stretch to hire a celebrity influencer with millions of followers, you can still work with micro-influencers. Micro-influencers? Can you expand? Yeah, these are people who have an active social media presence of up to 100,000 followers and post content on a specific area, such as lifestyle, health or travel. They tend to have a loyal and engaged following that trusts their opinions and authenticity. There must be a downside to influencer marketing though. Tell me about some of the disadvantages. There have been instances of fake influencers, haven't there? Well, it's down to the marketing firm to do due diligence. They need to fully research the influencer and what they stand for. Exactly. And companies need to be aware that an influencer won't just be promoting one product, but many. There aren't many rules in place at the moment concerning this kind of marketing. Which makes it exciting. But which also means one influencer may be promoting competing brands and the turnover rate is too high. Sadly, influencers don't want to hang around talking about the same product. They want to move on to the next big thing because it makes them look more relevant to their followers. That is an issue, especially when a marketer has put so much effort into managing the influencer and making sure that they're on message. Although I think brand managers are getting better at setting out their expectations for the collaboration. I think there's still room for improvement. There's a rather uneven approach to this aspect in the industry, but I know that's because they're still finding their feet in this very different kind of marketing landscape. Hi, I'm Julie Egan, and today I'm discussing current marketing trends with my guests, Dr Anna Robinson and Dr Ian Webber, both professors of the Department of Business Studies at Capital University. Welcome to you both. Hello. Hello. Anna, if we could start with you. How important is it to stay ahead of the marketing game if you want to ensure a competitive business? Well, Julie, I always tell my business students that they should never underestimate the power of marketing. By that I mean that a marketing strategy can literally make or break a business. I'd go as far as saying that after customer or client service, marketing is the most strategic aspect of any business. I'd second that. Just imagine you see an advertisement that you find offensive in some way. You certainly wouldn't consider buying that product or using that service, would you? There's a fine line between attracting customers and irritating people. And Ian, I imagine like any aspect of business, marketing has to move with the times. Absolutely. Staying idle won't cut it. But many businesses fall back on their marketing department's tried and tested methods when sales go down, not appreciating that what worked yesterday may not apply to today's trends. Consumer needs evolve the same way the market does. So turning to a specialist marketing firm can really give them an edge. Anna, can you tell us a bit about influencer marketing that we hear so much about these days? Ah yes, now you've brought up a pertinent point. Influencer marketing utilizes certain individuals, often celebrities or experts in a particular field, to promote something, hence the term. Influencer marketing has really picked up, and I predict this trend will develop in all sorts of new and interesting ways in the coming years. Ian, can you expand on this phenomenon? Sure, it's not rocket science. When marketers are careful about how they collaborate with an influencer, companies can expand brand awareness and gain fans from the influencer's own audience. So, The choice of influencer and knowledge of the specific niche they can access is everything. If I can just add something here, Julie, your average business might think that it's all well and good talking about celebrity and expert influencers, but they don't come cheap. However, this is not necessarily an issue. If you can't stretch to hire a celebrity influencer with millions of followers, you can still work with micro influencers. Micro influencers. Can you expand? Yeah, these are people who have an active social media presence of up to 100,000 followers and post content on a specific area, such as lifestyle, health or travel. They tend to have a loyal and engaged following that trusts their opinions and authenticity. There must be a downside to influencer marketing though. Tell me about some of the disadvantages. have been instances of fake influencers, haven't there? Well, it's down to the marketing firm to do due diligence. They need to fully research the influencer and what they stand for. Exactly. And companies need to be aware that an influencer won't just be promoting one product, but many. There aren't many rules in place at the moment concerning this kind of marketing. Which makes it exciting. But which also means one influencer may be promoting competing brands and the turnover rate is too high. Sadly, influencers don't want to hang around talking about the same product. They want to move on to the next big thing because it makes them look more relevant to their followers. That is an issue, especially when a marketer has put so much effort into managing the influencer and making sure that they're on message. Although I think brand managers are getting better at setting out their expectations for the collaboration. I think there's still room for improvement. There's a rather uneven approach to this aspect in the industry. But I know that's because they're still finding their feet in this very different kind of marketing landscape. That is the end of part 4.

1 When discussing the importance of marketing for businesses to be competetive, Anna and Ian agree that

A it is impossible to sell a product without strong marketing. B poor marketing is better than no marketing at all. C there is the risk that marketing could have a negative impact.

2 On the issue of marketing needing to be current, Ian makes the point that

A businesses can benefit greatly by hiring marketing experts. B marketers are sometimes too forward-thinking for the consumer. C advertisements are often rushed, which detracts from their quality.

3 Regarding the influencer marketing trend, Anna

A believes its full potential has not yet been reached. B is unconvinced about its value in certain markets. C comments that celebrities should also have expertise in the product.

4 What does Ian say about the use of influencers?

A The influencers mix in social circles that can profit the advertiser. B Most influencers are careful about which products they associate themselves with. C The selection of the right influencer is vital.

5 Why does Anna introduce the topic of micro-influencers?

A To illustrate that there is an influencer marketing option to suit most companies. B To explain how the best-known influencers started out in marketing. C To stress the need for influencers to be honest and open.

6 What concerns both Anna and Ian about influencer marketing?

A The relationship with the influencer tends to be short lived. B The realm within which influencers marketing operates is largely unregulated. C The influencer may not consistently reflect the values of the company and its products.

Result:

Explanation

{ "questions": [ { "question": 1, "correct_answer": "C", "why_correct": "This is an agreement question. Anna says marketing 'can literally make or break a business', and Ian backs her by warning that an offensive advert stops people buying: There's a fine line between attracting customers and irritating people. Both accept marketing can do harm, which is C.", "incorrect_options": { "A": "Option A is not said by either speaker. Nobody claims poor marketing beats no marketing - this idea simply is not in the talk.", "B": "Option B is a partial truth trap. Anna says marketing can 'make or break' a business, but that is not the same as saying you can never sell without strong marketing." }, "key_listening_points": [ "Listen for Ian's 'fine line between attracting customers and irritating people'", "Notice both speakers stress marketing can go wrong, not just help" ], "paraphrasing": "'a fine line between attracting customers and irritating people' = 'the risk that marketing could have a negative impact'", "tips": "For agreement questions, check that BOTH speakers back the same idea before you choose it.", "transcript_reference": "Just imagine you see an advertisement that you find offensive in some way. You certainly wouldn't consider buying that product or using that service, would you? There's a fine line between attracting customers and irritating people." }, { "question": 2, "correct_answer": "A", "why_correct": "This is a detail question. Ian says businesses often 'fall back on... tried and tested methods' that no longer fit today's trends, then adds that turning to a specialist marketing firm can really give them an edge. Hiring experts helps, which is A.", "incorrect_options": { "B": "Option B is not mentioned. Ian never says adverts are rushed or poor quality; this idea is not in his point.", "C": "Option C is the opposite of what Ian says. His worry is that firms stay stuck in old methods, not that they are too forward-thinking." }, "key_listening_points": [ "Listen for Ian's phrase 'give them an edge'", "Notice he links out-of-date methods with the value of a specialist firm" ], "paraphrasing": "'turning to a specialist marketing firm can really give them an edge' = 'businesses can benefit greatly by hiring marketing experts'", "tips": "For detail questions, follow the speaker's solution - it usually comes after they name the problem.", "transcript_reference": "Consumer needs evolve the same way the market does, so turning to a specialist marketing firm can really give them an edge." }, { "question": 3, "correct_answer": "C", "why_correct": "This is an attitude question. Anna is very positive about influencer marketing. She says it 'has really picked up' and predicts this trend will develop in all sorts of new and interesting ways in the coming years. In other words, its best is still to come, which is C.", "incorrect_options": { "A": "Option A is the opposite of Anna's view. She is excited, not doubtful, about its value.", "B": "Option B is a paraphrase confusion trap. Anna describes influencers as 'celebrities or experts', but she does not say celebrities SHOULD have product expertise." }, "key_listening_points": [ "Listen for Anna's forward-looking word 'predict'", "Notice 'develop in all sorts of new and interesting ways' shows room to grow" ], "paraphrasing": "'this trend will develop in all sorts of new and interesting ways' = 'its full potential has not yet been reached'", "tips": "For attitude questions, listen for future words like 'predict' or 'will develop' - they show the speaker's outlook.", "transcript_reference": "Influencer marketing has really picked up, and I predict this trend will develop in all sorts of new and interesting ways in the coming years." }, { "question": 4, "correct_answer": "A", "why_correct": "This is a detail question. Ian stresses that success depends on picking the right person: the choice of influencer and knowledge of the specific niche they can access is everything. Choosing well is vital, so the answer is A.", "incorrect_options": { "B": "Option B is a paraphrase confusion trap. Ian says companies 'gain fans from the influencer's own audience', which is about the audience, not the influencer 'mixing in social circles'.", "C": "Option C is the opposite of what is said later - influencers often promote many competing brands, so they are not careful about which products they choose." }, "key_listening_points": [ "Listen for Ian's strong word 'everything'", "Notice he links the right choice of influencer to the right niche" ], "paraphrasing": "'the choice of influencer... is everything' = 'the selection of the right influencer is vital'", "tips": "For detail questions, a strong word like 'everything' often marks the key point.", "transcript_reference": "So the choice of influencer and knowledge of the specific niche they can access is everything." }, { "question": 5, "correct_answer": "A", "why_correct": "This is a purpose question. Anna brings up micro-influencers to show there is a cheaper choice for smaller firms: If you can't stretch to hire a celebrity influencer with millions of followers, you can still work with micro-influencers. So there is an option to suit most companies, which is A.", "incorrect_options": { "B": "Option B is not said. Anna does not explain how famous influencers started out; she offers a low-cost alternative.", "C": "Option C is a context shift trap. She mentions micro-influencers being trusted for their 'authenticity', but that is a side detail, not why she raises the topic." }, "key_listening_points": [ "Listen for the money problem: celebrities 'don't come cheap'", "Notice 'you can still work with micro-influencers' as the answer to that problem" ], "paraphrasing": "'If you can't stretch to hire a celebrity influencer... you can still work with micro-influencers' = 'an influencer marketing option to suit most companies'", "tips": "For purpose questions, ask why the speaker raises a topic - here, to solve a cost problem.", "transcript_reference": "If you can't stretch to hire a celebrity influencer with millions of followers, you can still work with micro-influencers." }, { "question": 6, "correct_answer": "B", "why_correct": "This is an agreement question. Ian complains 'the turnover rate is too high' and that influencers 'want to move on to the next big thing', while Anna agrees That is an issue after so much effort managing them. Both worry the link with an influencer does not last, which is B.", "incorrect_options": { "A": "Option A is a partial truth trap. Keeping influencers 'on message' is mentioned, but the shared concern is the short-lived relationship, not mismatched values.", "C": "Option C is a context shift trap. Ian notes few rules exist, but he calls that 'exciting', so being unregulated is not their shared worry." }, "key_listening_points": [ "Listen for Ian's 'turnover rate is too high'", "Notice Anna's 'That is an issue' agreeing about the short bond" ], "paraphrasing": "'the turnover rate is too high... move on to the next big thing' = 'the relationship with the influencer tends to be short lived'", "tips": "For agreement questions, listen for one speaker naming a problem and the other saying it is 'an issue' too.", "transcript_reference": "the turnover rate is too high. Sadly, influencers don't want to hang around talking about the same product. They want to move on to the next big thing... That is an issue, especially when a marketer has put so much effort into managing the influencer." } ] }

A.I. Explanation:

Correct Answer: C
Why this is correct: This is an agreement question. Anna says marketing 'can literally make or break a business', and Ian backs her by warning that an offensive advert stops people buying: There's a fine line between attracting customers and irritating people. Both accept marketing can do harm, which is C.
Paraphrasing: 'a fine line between attracting customers and irritating people' = 'the risk that marketing could have a negative impact'
Tips: For agreement questions, check that BOTH speakers back the same idea before you choose it.
Why the other options are wrong:
B: Option B is not said by either speaker. Nobody claims poor marketing beats no marketing - this idea simply is not in the talk.
A: Option A is a partial truth trap. Anna says marketing can 'make or break' a business, but that is not the same as saying you can never sell without strong marketing.
Correct Answer: A
Why this is correct: This is a detail question. Ian says businesses often 'fall back on... tried and tested methods' that no longer fit today's trends, then adds that turning to a specialist marketing firm can really give them an edge. Hiring experts helps, which is A.
Paraphrasing: 'turning to a specialist marketing firm can really give them an edge' = 'businesses can benefit greatly by hiring marketing experts'
Tips: For detail questions, follow the speaker's solution - it usually comes after they name the problem.
Why the other options are wrong:
C: Option C is not mentioned. Ian never says adverts are rushed or poor quality; this idea is not in his point.
B: Option B is the opposite of what Ian says. His worry is that firms stay stuck in old methods, not that they are too forward-thinking.
Correct Answer: A
Why this is correct: This is an attitude question. Anna is very positive about influencer marketing. She says it 'has really picked up' and predicts this trend will develop in all sorts of new and interesting ways in the coming years. In other words, its best is still to come, which is C.
Paraphrasing: 'this trend will develop in all sorts of new and interesting ways' = 'its full potential has not yet been reached'
Tips: For attitude questions, listen for future words like 'predict' or 'will develop' - they show the speaker's outlook.
Why the other options are wrong:
B: Option B is the opposite of Anna's view. She is excited, not doubtful, about its value.
C: Option C is a paraphrase confusion trap. Anna describes influencers as 'celebrities or experts', but she does not say celebrities SHOULD have product expertise.
Correct Answer: C
Why this is correct: This is a detail question. Ian stresses that success depends on picking the right person: the choice of influencer and knowledge of the specific niche they can access is everything. Choosing well is vital, so the answer is A.
Paraphrasing: 'the choice of influencer... is everything' = 'the selection of the right influencer is vital'
Tips: For detail questions, a strong word like 'everything' often marks the key point.
Why the other options are wrong:
A: Option A is a paraphrase confusion trap. Ian says companies 'gain fans from the influencer's own audience', which is about the audience, not the influencer 'mixing in social circles'.
B: Option B is the opposite of what is said later - influencers often promote many competing brands, so they are not careful about which products they choose.
Correct Answer: A
Why this is correct: This is a purpose question. Anna brings up micro-influencers to show there is a cheaper choice for smaller firms: If you can't stretch to hire a celebrity influencer with millions of followers, you can still work with micro-influencers. So there is an option to suit most companies, which is A.
Paraphrasing: 'If you can't stretch to hire a celebrity influencer... you can still work with micro-influencers' = 'an influencer marketing option to suit most companies'
Tips: For purpose questions, ask why the speaker raises a topic - here, to solve a cost problem.
Why the other options are wrong:
B: Option B is not said. Anna does not explain how famous influencers started out; she offers a low-cost alternative.
C: Option C is a context shift trap. She mentions micro-influencers being trusted for their 'authenticity', but that is a side detail, not why she raises the topic.
Correct Answer: A
Why this is correct: This is an agreement question. Ian complains 'the turnover rate is too high' and that influencers 'want to move on to the next big thing', while Anna agrees That is an issue after so much effort managing them. Both worry the link with an influencer does not last, which is B.
Paraphrasing: 'the turnover rate is too high... move on to the next big thing' = 'the relationship with the influencer tends to be short lived'
Tips: For agreement questions, listen for one speaker naming a problem and the other saying it is 'an issue' too.
Why the other options are wrong:
C: Option C is a partial truth trap. Keeping influencers 'on message' is mentioned, but the shared concern is the short-lived relationship, not mismatched values.
B: Option B is a context shift trap. Ian notes few rules exist, but he calls that 'exciting', so being unregulated is not their shared worry.

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