148 CHAPTER 3 Organizing Textbook Information for Study CHECK YOUR COMPREHENSION Main Idea Detail Main Idea Inference Inference After reading the selection, answer the following questions with a, b, c, or d. To help you analyze your strengths and weaknesses, the question types are indicated. 1. Which is the best statement of the main idea of this selection? a. Marketing is a complicated business. b. Some brand names translate well into Chinese, and others can sound like the English name. c. Appealing brand names are important to sales. d. Naming the brand can be the most important and difficult deci sion when marketing a product in China. 2. The Chinese word yang, which means "flying" or "scattering to the wind" works well for which brand? a. BMW b. Kia c. Garnier d. Colgate 3. Which statement best describes the point made by the details in paragraph 3? a. Nike's Chinese brand name, Nai ke, sounds like the original and also translates well. b. The name Taizi works well for Tide. c. The best situation is when a Chinese brand name sounds like the English name and its meaning puts the product in a positive light. d. The Chinese symbols for Coca-Cola's Chinese name represent the company's current advertising theme "open happiness." 4. As it is used in the second paragraph, "localizing its name" refers to which of the following? a. choosing a brand name that has deep significance b. selecting a brand name that is appropriate for the place it will be sold c. being careful about branding d. avoiding names that don't translate well 5. What is the meaning of "upper crust" as it is used in the fourth paragraph? a. educated women b. wealthy class c. government leaders d. the top of a pie