Reading Passage Question
Marcus Sheridan is one of three owners of River Pools and Spa in Warsaw, Virginia. The company installs swimming pools and hot tubs throughout Maryland and Virginia. Since joining the business in 2002, Marcus has spearheaded tremendous growth at the company. Despite years of record rainfall, a housing slump, and the slacker economy, River Pools continues to grow: In 2009, it sold more fiberglass pools than any other company in the United States, where it’s among the top 5 percent of all in-ground pool companies.
A big reason for that, Marcus says, is his company’s approach to business. “I used to see my company as a ‘pool company.’ [We] installed lots of swimming pools and therefore we were a pool company.
“In hindsight, though, this mentality was all wrong,” he says. “Today, I see my business as a content marketing company. In other words, my entire goal is to give more valuable, helpful, and remarkable content to consumers than anyone else in my field, which will in turn lead to more sales.”
Through a steady stream of blog posts and videos (the company publishes one to three a week) and an ebook on the subject of “how to buy a pool” (with the subtext “without getting ripped off”), Marcus set out to create the most educational and informative swimming pool web site on the Internet.
“I want our web site to be an encyclopedia of pool buying,” he says, not unlike a business trade magazine publisher might seek to have similar authority in any given industry. “I want someone with a question to come to our site and get an answer by reading it or watching it.”
The swimming pool industry is dominated by larger manufacturers, which makes it difficult for a small, young company like the nine-year-old River Pools to compete online for general search terms like swimming pool or in-ground pool. (When a potential customer searches for swimming pool information online using such terms, Google is more likely to return results for one of the big guys, not a small outfit like River Pools.)
“Marcus Sheridan is one of three owners of River Pools and Spa”- is a GMAT reading comprehension passage with answers. Candidates need a strong knowledge of English GMAT reading comprehension.
This GMAT Reading Comprehension consists of 4 comprehension questions. The GMAT Reading Comprehension questions are designed for the purpose of testing candidates’ abilities in understanding, analyzing, and applying information or concepts. Candidates can actively prepare with the help of GMAT Reading Comprehension Practice Questions.
Solution and Explanation
Question 1
Based on the information in the passage, which of the following would be the wisest next step in marketing River Pools?
(A) Starting a business trade magazine
(B) Increasing the frequency of blog posts and video streams from several times a week to daily
(C) Purchasing ads and billboards in states bordering Maryland and Virginia
(D) Increasing web presence through search engine optimization
(E) Hosting in-person seminars at major retailers that sell pool supplies
Answer: D
Explanation: As per the passage, the next wisest step for River Pools would be to increase web presence through search engine optimization. As stated, Marcus set out to create the most educational and informative swimming pool website on the Internet. The swimming pool industry is dominated by larger manufacturers. Which makes it difficult for a small, young company like the nine-year-old River Pools. To compete online for general search terms like swimming pool or in-ground pool.
Question 2
Which of the following would be the best potential heading for this passage?
(A) Marketing Made Easy
(B) The Value of Internet Marketing
(C) Creating a Competitive Advantage with Content
(D) River Pools: A Small Fish in a Big Pond
(E) How to Buy a Pool without Getting Ripped Off
Answer: C
Explanation: Title questions are main theme questions. Choice (A) is too broad, and Choice (D) is too specific. The passage uses River Pools’s experience to provide information about effective marketing, but River Pools isn’t the actual focus of the passage. Choice (E) is completely irrelevant. Choices (B) and (C) relate to the subject of marketing on the web, but Choice (C) is much more on point. The focus is good marketing content. The passage states that Marcus sees his company as a “content marketing company” and then goes on to explain how he realises this vision.
Question 3
Which of the following best describes what Marcus means when he says, “I used to see my company as a ‘pool company’”?
(A) He did not see the bigger picture when considering items River Pools could sell to its customer base.
(B) Initially, he did not fully understand that River Pools was different from others in the nationwide industry of pool manufacturers.
(C) He had failed to recognize how the Internet could allow a small company like River Pools to successfully expand its business beyond its home turf.
(D) He had overestimated the amount of knowledge the general public had about pools.
(E) He had failed to consider the less tangible services his business offered.
Answer: E
Explanation: After Marcus says. “I used to see my company as a ‘pool company.” He delves into how he increased sales through his content-heavy, up-to-the-minute online and social media efforts. After he looked at the bigger picture, so to speak, and began to think of new ways to gain consumer trust and attention, his sales increased substantially.
Question 4
The author cites all but which of the following as a goal of River Pools?
(A) To have its website serve as a comprehensive online information source on pool buying
(B) To expand its customer base beyond Maryland and Virginia
(C) To provide valuable content to website visitors
(D) To establish the most informative swimming pool website available online
(E) To produce additional sales
Answer: B
Explanation: Marcus Sheridan is one of three owners of River Pools and Spa in Warsaw, Virginia. The company instals swimming pools and hot tubs throughout Maryland and Virginia. Since joining the business in 2002, Marcus has spearheaded tremendous growth at the company. Despite the business booming, River Pools have not expanded beyond Maryland and Virginia. We know from the last paragraph that the swimming pool industry is dominated by larger manufacturers. Which makes it difficult for a small, young company like the nine-year-old River Pools. To compete online for general search terms like swimming pool or in-ground pool.
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