There is no doubt that online shopping is big
business. Amazon, the world’s biggest retailer, had a net sales figure of over
$61 billion in 2012. The retail giant, which was founded by Jeff Bezos in 1994,
started off as an online bookshop. Then it widened its product range to CDs,
DVDs, software and other electronics. Nowadays, it sells everything from food
and cosmetics to jewellery, toys and kitchen appliances.
However,
shopping online can be a problematic experience for customers. Not being able
to touch the product or at least see it properly is a big disadvantage. It is
often difficult to know what a product is really like until it lands on your doorstep.
And then what if you don’t like it? Of course, you can send it back, but many
potential customers see that as a risk.
That’s
why Amazon’s customer reviews are so important. Reviews are written by
customers who have already bought and tried out the product. They are often
considered more reliable than the information that you get from the
manufacturer of the product because, it is claimed, the reviews are written by
real people. These people take the time to praise – or warn other customers
about – a product that they have spent their hard-earned money on.
However,
a recent report on National Public Radio (NPR) in the USA has revealed that the
most frequent reviewers on Amazon aren’t really customers like you and me. They
are people who have been sent thousands of dollars’ worth of products by
manufacturers every week to use and write about on the website. Amazon has
setup a system whereby top reviewers are invited to review the products that
are sold on the site. Each week, they are sent a list of products available for
review. The number of products is limited so you have to choose quickly if you
want to get the more interesting items. Otherwise you could end up reviewing a
roll of adhesive tape. Once the reviewers have chosen what they what to review,
the products are sent to them by courier for free.
These
reviewers are obliged to review the products within thirty days and they are
not subsequently allowed to sell or give
them away. What’s more, Amazon can ask reviewers to return the products at any
time, although this has never happened. Nevertheless, before you dismiss the
system as somehow dishonest or misleading, you must remember that Amazon are
very clear about another requirement of their top reviewers – they insist on
honest reviews that will help customers make better choices. The bottom line is
better choices make happier customers.
Question 1: [2,5 POINTS] Indicate whether the
following statements are true or false and write
down which part of the text justifies your answer.
a) When Amazon was first set up, it
sold books, DDs, DVDs , software and other electronics.
b) Customers don’t mind buying online, since they can
return the products they don’t like.
c) Customers reviews are written by people who work for
the manufacturers.
d) Reviewers have a limited time to review the product.
e) Amazon wants reviewers to tell the truth about the
products they write about.
Question 2: [1,5 POINTS] Find words or phrases in the
text that correspond to the words and definitions
given.
a) number (p. 1)
b) test, examine (p. 3)
c) trustworthy (p. 3)
d) found, create (p. 4)
e) reject (p. 5)
Question
3: [2 POINTS] Choose the most suitable answer (a, b or c) according to the
text.
1.
National Public Radio
a) found out that Amazon reviewers don’t really exist.
b) found out that top reviewers were not really normal
customers.
c) have worked as reviewers for Amazon.
2. Why
do the reviewers have to choose products quickly?
a) Because the choice of products is small and not all
the products are interesting.
b) Because Amazon sends out a list of products every
week.
c) Because most of the products are boring.
3.
Reviewers
a) can sell or give away the products.
b) can always keep the products.
c) have to send the product back to Amazon if asked.
4. Amazon’s
customer reviews are good for business because they
a) are never misleading.
b) help customers to choose.
c) make customers happy.
Question 4: [4 POINTS] Write a short essay (about
120-150 words) on the following topic:
Advantages and
disadvantages of buying online.
KEY
Question 1: [2,5 POINTS] Indicate whether the
following statements are true or false and write
down which part of the text justifies your answer.
a) False. started off as an online
bookshop
b)
False. Of course, you can
send it back, but many potential customers see that as a risk.
c)
False. Reviews are written
by customers who have already bought and tried out the product
d)True. These reviewers are obliged to review the products
within thirty days
e) True. they insist on honest reviews
Question 2: [1,5 POINTS] Find words or phrases in the
text that correspond to the words and definitions
given.
a) figure
b) try out / tried out / have tried out
c) reliable
d) set up / has set up
e) dismiss
Question
3: [2 POINTS] Choose the most suitable answer (a, b or c) according to the
text.
1. b) found out that top reviewers were not really normal
customers.
2. a) Because the choice of products is small and not all
the products are interesting.
3. c) have to send the product back to Amazon if asked.
4. b) help customers to choose.
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