TRUNG TÂM ANH NGỮ QUỐC TẾ POGO

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READING PASSAGE 1
You should spend about 20 minutes on Questions 1-13, which are based on Reading Passage
1.
Questions 1-8
Reading passage 1 has eight paragraphs, A-H.
Choose the correct heading for paragraphs A-H from the list of headings below.
Write the correct number, i-xi, in boxes 1-8 on your answer sheet.
List of Headings
i The advantage of Morse’s invention
ii A suitable job for women
iii Morse’s invention was developed
iv Sea rescue after the invention of radiotelegraphy
v The emergence of many job opportunities
vi Standard and variations
vii Application of Morse code in a new technology
viii The discovery of electricity
ix International expansion of Morse Code
x The beginning of an end
xi The move of using code to convey information

1 Paragraph A
2 Paragraph B
3 Paragraph C
4 Paragraph D
5 Paragraph E
6 Paragraph F
7 Paragraph G
8 Paragraph H
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Morse Code
Morse code is being replaced by a new satellite-based system for sending dis-tress calls at
sea. Its dots and dashes have had a good run for their money.
A
"Calling all. This is our last cry before our eternal silence.” Surprisingly this message, which
flashed over the airwaves in the dots and dashes of Morse code on January 31st 1997, was not
a desperate transmission by a radio operator on a sinking ship. Rather, it was a message
signal-ling the end of the use of Morse code for distress calls in French waters. Since 1992
countries around the world have been decommissioning their Morse equipment with similar
(if less poetic) sign-offs, as the world's shipping switches over to a new satellite-based
arrangement, the Global Maritime Distress and Safety System. The final deadline for the
switch-over to GMDSS is February 1st, a date that is widely seen as the end of art era.
B
The code has, however, had a good history. Appropriately for a technology commonly associ-
ated with radio operators on sinking ships, the idea of Morse code is said to have occurred to
Samuel Morse while he was on board a ship crossing the Atlantic, At the time Morse Was a
painter and occasional inventor, but when another of the ships passengers informed him of
recent advances in electrical theory, Morse was suddenly taken with the idea of building an
electric telegraph to send messages in codes. Other inventors had been trying to do just that
for the best part of a century. Morse succeeded and is now remembered as "the father of the
tele-graph" partly thanks to his single-mindedness—it was 12 years, for example, before he
secured money from Congress to build his first telegraph line—but also for technical reasons.
C
Compared with rival electric telegraph designs, such as the needle telegraph developed by
William Cooke and Charles Wheatstone in Britain, Morses design was very simple: it
required little more than a "key” (essentially, a spring-loaded switch) to send messages, a
clicking “sounder" to receive them, and a wire to link the two. But although Morses hardware
was simple, there was a catch: in order to use his equipment, operators had to learn the
special code of dots and dashes that still bears his name. Originally, Morse had not intended
to use combinations of dots and dashes to represent individual letters. His first code, sketched
in his notebook during that transatlantic voyage, used dots and dashes to represent the digits 0
to 9. Morses idea was that messages would consist of strings of numbers corresponding to
words and phrases in a special numbered dictionary. But Morse later abandoned this scheme
and, with the help of an associate, Alfred Vail, devised the Morse alphabet, which could be
used to spell out messages a letter at a time in dots and dashes.
D
At first, the need to learn this complicated-looking code made Morses telegraph seem
impossibly tricky compared with other, more user-friendly designs, Cookes and Wheatstones
telegraph, for example, used five needles to pick out letters on a diamond-shaped grid. But
although this meant that anyone could use it, it also required five wires between telegraph
stations. Morses telegraph needed only one. And some people, it soon transpired, had a
natural facility for Morse code.
E
As electric telegraphy took off in the early 1850s, the Morse telegraph quickly became domi-
nant. It was adopted as the European standard in 1851, allowing direct connections between
 TRUNG TÂM ANH NGỮ QUỐC TẾ POGO
Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
the telegraph networks of different countries. (Britain chose not to participate, sticking with
needle telegraphs for a few more years.) By this time Morse code had been revised to allow
for accents and other foreign characters, resulting in a split between American and
International Morse that continues to this day.
F
On international submarine cables, left and right swings of a light-beam reflected from a tiny
rotating mirror were used to represent dots and dashes. Meanwhile a distinct telegraphic sub-
culture was emerging, with its own customs and vocabulary, and a hierarchy based on the
speed at which operators could send and receive Morse code. First-class operators, who could
send and receive at speeds of up to 45 words a minute, handled press traffic, securing the
best-paid jobs in big cities. At the bottom of the pile were slow, inexperienced rural
operators, many of whom worked the wires as part-timers. As their Morse code improved,
however, rural opera-tors found that their new-found skill was a passport to better pay in a
city job. Telegraphers soon, swelled the ranks of the emerging middle classes. Telegraphy
was also deemed suitable work for women. By 1870, a third of the operators in the Western
Union office in New York, the largest telegraph office in America, were female.
G
In a dramatic ceremony in 1871, Morse himself said goodbye to the global community of
telegraphers he had brought into being. After a lavish banquet and many adulatory speeches,
Morse sat down behind an operators table and, placing his finger on a key connected to every
telegraph wire in America, tapped out his final farewell to a standing ovation. By the time of
his death in 1872, the world was well and truly wired: more than 650,000 miles of telegraph
line and 30,000 miles of submarine cable were throbbing with Morse code; and 20,000 towns
and villages were connected to the global network. Just as the Internet is today often called an
"information superhighway", the telegraph was described in its day as an "instantaneous
highway of thought".
H
But by the 1890s the Morse telegraph's heyday as a cutting-edge technology was coming to
an end, with the invention of the telephone and the rise of automatic telegraphs, precursors of
the teleprinter, neither of which required specialist skills to operate. Morse code, however,
was about to be given a new lease of life thanks to another new technology: wireless.
Following the invention of radiotelegraphy by Guglielmo Marconi in 1896, its potential for
use at sea quickly became apparent. For the first time, ships could communicate with each
other, and with the shore, whatever the weather and even when out of visual range. In 1897
Marconi successfully sent Morse code messages between a shore station and an Italian
warship 19km (12 miles) away. By 1910, Morse radio equipment was commonplace on ships.
 TRUNG TÂM ANH NGỮ QUỐC TẾ POGO
Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
Questions 9-13
Do the following statements agree with the information given in Reading Passage 1?
In boxes 9-13 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
9 Morse had already been famous as an inventor before his invention of Morse code.
10 Morse waited a long time before receiving support from the Congress.
11 Morse code is difficult to learn compared with other designs.
12 Companies and firms prefer to employ telegraphy operators from rural areas.
13 Morse died from overwork.
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Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
READING PASSAGE 2
You should spend about 20 minutes on Question 14-26, which are based on Reading Passage
2.
BORING BUILDINGS
There could be more than an economic or nostalgic price to impersonal retail and high-rise
construction; boring architecture may take an emotional toll on the people forced to live with it.
A. A growing body of research in cognitive science illuminates the physical and mental toll bland
cityscapes take on residents. Generally, these researchers argue that humans are healthier when
they live surrounded by variety or work in well-designed, unique spaces, rather than
unattractive, generic ones. Urban policy professor Justin Hollander and architect Ann Sussman
review scientific data to help architects and urban planners understand how, exactly, people
respond to their built surroundings, particularly at work. People, they argue, function best in
intricate settings, not 'big, blank, boxy offices'

B. Indeed, that's what Colin Nellard, a neuroscientist at the University of Waterloo in Canada, has
found in his work. Five years ago, Nellard became interested in a certain building the gigantic
Whole Foods Market 'plopped into' a notoriously textured part of lower Manhattan in New
York. Nellard partnered with the Guggenheim Museum to analyze what happens when someone
walks out of a tiny neighborhood restaurant and encounters a full city block with nothing but 'the
long, blank facade of the Whole Foods Market' building.

In 2011, Nellard led small groups on Lower East Side walks to measure the effect of the urban
environment on them. Participants recorded their response to questions at each stopping point
and wore sensors that measured skin conductance, a response to emotional excitement. Passing
the monolithic Whole Foods Market, people's state of arousal plummeted. Physiologically,
Nellard explained, they were bored. To describe this place, they used words like 'bland' and
'passionless'. In contrast, one block east at the other test site a lively sea of restaurants with lots
of open doors and windows people measured high levels of excitement, and they listed words
like 'lively', and 'socializing'. Nellard explains that the main objective of urban design should be
to produce some kind of novelty or change every few seconds; otherwise, we become
cognitively disengaged.

C. The trick, it seems, is to design a world that excites but doesn't overload our faculties with a
constant barrage of information. We are, as animals, programmed to respond to thrill,' said
professor Brendan Walker. In Walker's 'thrill laboratory' at the University of Nottingham in the
UK, devices measure heart rate and skin conductance to see how people respond to adrenaline-
producing experiences such as a roller-coaster ride. A thrilling encounter moves us quickly from
a state of equilibrium to a desirable 'disorientation'. 'Humans want a certain element of turmoil
or confusion,' he said, 'Complexity is thrilling whether in an amusement park or architecture.'

D. Psychologists have found that awe-inspiring moments can potentially improve our well-being.
One study conducted by Melanie Rudd, Kathleen Vohs and Jennifer Aaker of Stanford
University in the US showed that the feeling of 'awe' can make people more patient and less
materialistic. In an experiment, the researchers showed students 60-second clips of waterfalls,
whales, or astronauts in space. After only a minute of virtual images, those who said they were
awed also felt less pressed for time. And in another variation, people made hypothetical choices
between physical and experiential goods of equal monetary value. Those who had just 'felt awe
were more likely to choose an experience over a possession, a choice that is linked with greater
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Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
satisfaction in the long run. In other words, a visual buzz - whether architectural or natural -
might have the ability to change our frame of mind, making modern-day life more satisfying and
interactive.

E. It's important to note, however, that architectural boredom isn't about how pristine a street is.
People often confuse successful architecture with whether an area looks pleasant. On the
contrary, when it comes to city buildings, people often focus too narrowly on aesthetics, said
Charles Montgomery, author of Happy City: Transforming Our Lives Through Urban Design.
Some of the happiest blocks in New York City, he argues, are 'kind of ugly and messy'.

In 2014, Montgomery's Happy City lab conducted an experiment in which he found a strong
correlation between messier blocks and pro-social behavior. Montgomery sent researchers,
posing as lost tourists, to places he coded as either 'active' or 'inactive' facades. He concluded
that the former had a high level of interest, that is they were messy, while the latter had no
special features such as long warehouse blocks. Pedestrians at active sites were nearly five times
more likely to offer assistance than at inactive ones. Of those who assisted, seven times as many
at the active site offered use of their phone.

F. Fortunately, it's not necessarily a dichotomy - new architecture can achieve the optimal level of
cacophony and beauty. Take the 2006 Hearst Tower in midtown Manhattan. Designed by
architect Norman Foster, Hearst Tower is a glass-and-steel skyscraper, 40 storeys of which are
designed in a triangular pattern, differing in style from the 1920s Art Deco base. From the
outside, the facade jolts city dwellers from their daily commutes, while energizing employees
who enter it each morning. For many who walk by, Hearst Tower's design may not be the easiest
to understand; it's both sleek and old. The top looks like it traveled from the future. Inside,
workers travel upon diagonal escalators, up a three-story water sculpture, through the tower's
historic atrium, flooded with light. Few New Yorkers who pass by would find this building
boring. And they're likely to be happier - maybe even nicer to each other - because of it.
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Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
Questions 14 – 18
Reading passage 2 has six sections, A – F.
Which section contains the following information?
Write the correct letter, A – F, in boxes 14 – 18 on your answer sheet.
14 a description of a building that has a positive effect
15 a reference to architecture affecting people’s performance in their jobs
16 examples of the intensity of people’s reactions in two urban settings
17 details of a study where seeing certain pictures reduced people’s stress
18 a claim about feelings experienced in response to both architecture and leisure
settings.

Questions 19 – 23
Look at the following statements (Questions 19 – 23) and the list of researchers below.
Match each statement with the correct researcher, A, B, C or D.
Write the correct letter, A, B, C or D, in boxes 19 – 23 on your answer sheet.
NB You may use any letter more than once.
19 The aim of good city planning is to provide variety in architecture.
20 People in untidy areas were more helpful.
21 People who had recently felt amazed, placed less importance on material goods.
22 “Attractive” places are not necessarily the most enjoyable places to be.
23 One particular building failed to provide visual stimulation.

List of Researchers
A Colin Nellard
B Brendan Walker
C Rudd, Vohs and Aaker
D Charles Montgomery
 TRUNG TÂM ANH NGỮ QUỐC TẾ POGO
Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
Questions 24 – 26
Complete the summary below.
Choose ONE WORD ONLY from the passage for each answer.
Write your answers in boxes 24 – 26 on your answer sheet.
HEARST TOWER
Norman Foster’s Hearst Tower was built in 2006. The 40 – storey modern triangular -
patterned building is made of glass and steel, contrasting with the base which is in the style of
the 1920s. The sight of the building’s 24 ……………… has a striking impact on commuters
and employees. Some passers – by may find the building’s design confusing, as it mixes old
and new elements. Inside the tower, 25 ……………… carry employees up past a large water
sculpture in the light-filled 26 ……………… .
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Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]

READING PASSAGE 3
You should spend about 20 minutes on Questions 27-40, which are based on Reading
Passage 3.
MARKETING AND THE INFORMATION AGE
A. For the early practitioners of marketing in the late 19 th and early 20th centuries, the business of
selling was simply a matter of continually finding new customers. By contrast, marketing
managers in the current era recognise the importance of gathering information about the market
and about potential customers. They recognise that if companies are to profitable, customers must
gain and retain their perceptions of value from the brands they buy over a long time frame, rather
than from a single transaction. This also means that customers must see value in returning
continually to the stores where they shop, as well as to the service providers they deal with.

B. Marketing practitioners and marketing scientists have never worked more closely than they
currently do. There are many reasons for this, including the fact that this is the information age
where convergence in telecommunications, media and technology is causing old ways to be
challenged, and new methods and tools to be tested. Customer expectations have risen as new
approaches. For instance, the subscriber-TV music channel Channel [V] encourages its viewers to
sign up for text messages and email alerts that tell them when their favourite artists and songs are
about to be broadcast. Competitive advantage lies in being able to recognise which customers can
be given greater attention, not just because they demand it but because it makes commercial sense
to provide high levels of product quality and service.

C. Modern marketing information systems rely on information technology to enable marketing

intelligence to be gathered and to store and analyse marketing research information. While some
of the information used is gathered by government bodies such as the Australian Bureau of
Statistics and Statistics New Zealand, most of it is purposefully gathered by marketing
organisations for client companies. In the process, computer technology is used to manipulate the
data and then to present the information in such a way that executives can readily identify any
problems or issues, and quickly arrive at solutions.

D. In order to produce superior value and satisfaction for customers, marketing managers need
information at almost every turn. They need information about customers-end-users and resellers
as well as competitors and governmental and other forces in the marketplace. One marketing
executive put it this way: “To manage a business well is to manage its future; and to manage the
future is to manage information.” Increasingly, marketers are viewing information not just as an
input for making better decisions but also as an important strategic asset and marketing tool. As
household incomes increase, choice widens and buyers become better discriminating, so sellers
need information about how buyers respond to different products and advertising campaigns.

E. The supply of information has also increased greatly. It has been suggested by the futurist and
best-selling author John Nainbitt that the United States and, by observation, developed countries
such as Australia, New Zealand and Singapore are moving from industrial to information-based
economies. These post-industrial economies earn 70 – 80% of their Gross Domestic Product from
services, and have entered what some commentators have termed the “Information Age” or the
“Information Technology Era”.
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F. One study found that with all the information now available through supermarket scanners, a
packaged goods product controller is bombarded with one million to one billion new numbers
each week. As Naisbitt points out: “Running out of information is not a problem, but drowning in
it is. Yet marketers frequently complain that they lack information of the right kind but have
plenty of the wrong kind, or they claim that marketing information is so widely spread throughout
the organisation that it takes great effort to locate even simple facts. In addition, subordinates may
withhold information they believe will reflect badly on their performance and important
information often arrives too late to be useful, or on-time information is not accurate. So
marketing managers need better information. Although marketing organisations have greater
capacity to provide managers with information, they often do not use it well. As a result, many
marketing organisations are now studying their managers’ information needs and designing
information systems specifically to meet those needs.

G. One solution is to use a Marketing Information System (MIS). This consists of people, equipment
and procedures which, when put together, are able to gather, analyse, evaluate and distribute
needed, timely and accurate information to marketing decision-makers. The MIS begins and ends
with marketing managers. First, it interacts with these managers to assess the information needs
they have. Next, it develops the needed information from internal records, marketing intelligence
activities and the research process. The analysis unit processes the data to make it more useful
and, finally, the MIS distributes it to managers in the right form and at the right time to help them
make better marketing decisions.

H. However, the costs of obtaining, processing, storing and delivering information can mount
quickly. In some cases, additional information will do little to change or improve a manager’s
decision, or the costs of the information will exceed the returns from the improved decision. For
example, if an organisation estimates that launching a new product without any further
information will yield a profit of $500,000, then it would be foolish to spend $30,000 for
additional information that would increase the profit to only $525,000. By itself information is
valueless – its value comes from its use.
 TRUNG TÂM ANH NGỮ QUỐC TẾ POGO
Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
Questions 27 – 31
Reading Passage 3 has eight paragraphs, A – H.
Which paragraph contains the following information?
Write the correct letter, A – H, in boxes 27 – 31 on your answer sheet
27 the fact that there may be too much information to cope with.
28 the relevance of generating repeat business.
29 an example of personalised marketing.
30 an illustration of a situation where commissioning new information research might not be
advisable.
31 how the greater wealth of customers enables them to select from a broader range of
products.

Questions 32 – 36
Do the following statements agree with the claims of the write in Reading Passage 3?
In boxes 32 – 36 on your answer sheet, write
YES if the statement agrees with the claims of the writer
NO if the statement contradicts the claims of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this

32 The majority of marketing statistics are gathering by government agencies.

33 The move from an industrial to an information-based economy has happened more
quickly in New Zealand than in Australia.
34 Employees sometimes hide information that gives a poor impression of them.
35 Managers frequently fail to make good use of the information they receive.
36 Marketing information has to be used to be valuable.
 TRUNG TÂM ANH NGỮ QUỐC TẾ POGO
Địa chỉ: 17 Phan Đăng Lưu – Tp Vinh – Nghệ An
Hotline: 19008010 | Fanpage: @pogolearning
Web: pogo.edu.vn | Email: [email protected]
Questions 37 – 40
Complete the Bow-chart below
Choose NO MORE THAN TWO WORDS from the passage for each answer.
Write your answers in boxes 37 – 40 on your answer sheet.
THE MARKETING INFORMATION SYSTEM (MIS)