MJC ZENITH Mar 2013

ZENITH Mar 2013 General Paper @ Meridian JC Page 2 of 36 ZENITH 2013 ZENITH’s first issue for 2013 brings you an exciting spread of the old and new! Look out for a collection of students’ essays, one of our favourite staple sections. J2s, still uncertain of how to improve on P2 reading skills? Then don’t miss our ever-handy skills section. Watch out for the Abstract section this issue, which features an issue close to our stomachs – food! Other useful sections include selected book reviews, as well as What’s in this Month. Congratulations to the J3s on their outstanding results, some of whose essays are featured here! In the meantime, J2s, all the best for your upcoming March Block Tests! You are most welcome to send feedback and suggestions in enhancing future issues of ZENITH. Editorial Team ___________________ Mrs Janice Lok Mr Conrad Lee Ms Belinda Lin Ms Davina Lim

ZENITH Mar 2013 General Paper @ Meridian JC Page 3 of 36 …in ZENITH Essay Selection /box3 Does the use of technology really help businesses? (MJC2012JC2PEQ2) /box3 ‘It is now more crucial than ever for a sense of community to be reinforced in your society.’ Do you agree? (MJC2012JC2PEQ8) /box3 ‘A good leader must always look beyond the needs of his or her own country.’ Do you agree? (2003AlvlsQ2) /box3 Examine the claim that the world is too dependent on oil. (2005AlvlsQ7) /box3 ‘A picture is always more powerful than mere words.’ What is your view? (2006AlvlsQ2) /box3 Should crimes that were committed many years ago simply be forgotten? (2006AlvlsQ5) /box3 ‘There is no such thing as luck. People determine their own lives.’ Do you agree? (2005AlvlsQ2) Brush Up! Reading Comprehension for P2 4 6 8 10 13 16 19 22 Abstract The Food We Eat! Read & Review What’s In This Month Read Up !  Useful facts & statistics from the Economist 2012 25 31 32 35

ZENITH Mar 2013 General Paper @ Meridian JC Page 4 of 36 ZENITH Essay Selection Editor’ Editor’ Editor’ Editor’s advice to students: s advice to students: s advice to students: s advice to students: While you may find the examples and points in these essays useful in answering other questions, please be judicious in using such information in a manner that is relevant to the POC of the question you are answering. Does the use of technology really help businesses? (MJC2012JC2PEQ2) echnology has become an integral part of our lives today and its presence cannot be ignored for it has indeed brought about great changes to our society. The use of technology in various business industries is no longer uncommon. In fact, the ability to use technology appropriately seems to be the main determinant of growth for firms nowadays. Technology can help businesses in many ways, for example, via advertising, through innovation, increasing efficiency of production, as well as by increasing profits through decreasing their overheads. However, it is also important to note that the use of technology does have some limitations that cannot be overlooked. Thus, the use of technology only helps businesses when certain conditions are met. Technology has enabled the proliferation of the Internet which in turn gives rise to the growth of social media, a powerful tool in today’s advertising world. Many big companies are turning to social media platforms such as Facebook and Twitter to improve the communication with their customers, by responding to their feedback directly and also keeping their customers informed of the launch of new products via these platforms. The improved communication would build trust between the corporations and consumers which in turn promotes consumer loyalty towards the brand. Furthermore, advertising on these platforms has a great influence and outreach as research has shown that people are more willing to trust recommendations of products by their friends than complete strangers. Hence, the 'likes' on Facebook of friends will likely be far more persuasive than reviews by other customers on other sites. This shows that technology does not merely bring awareness of a business' products, but also gives credibility to the brand and firm, thus driving the consumerist culture to the advantage of the businesses. However, the increased connectivity that technology has brought along with has a dark side. Businesses have to be careful with the use of social media and not underestimate its power. For example, Qantas, the Australian air carrier company started their Twitter account and encouraged their passengers to share about their dream Qantas experience. However, this campaign of theirs has resulted in many disgruntled passengers complaining about the breakdown incidences and ruining the reputation of Qantas as a safe and quality air carrier service. From this example, it can be seen that social media is a double-edged sword that has the power to not only improve one’s reputation, but also ruin it within hours. Thus, it is evident that technology, like all other things, has its merits and demerits. Businesses would only benefit from it if they can make use of its merits to their advantage and prevent its demerits from bringing about its downfall. Technology has also enabled businesses to engage in product innovation so as to keep its products and services in line with the market trends to stay competitive. Technology, especially in the electronic gadgets industry, is very crucial in determining a business’ survival. After all, it is the innovative and fresh features T

ZENITH Mar 2013 General Paper @ Meridian JC Page 5 of 36 brought about by product innovation that drive consumers to upgrade their equipment and buy new products. Big companies like Apple and Samsung launch new products regularly and are consistently able to attract large pre- orders before its release and also long queues on the day of the launch. This is because such businesses invest heavily on research and development in technology, unlike small companies without such deep pockets and many patents. This goes to show that technology does really play an important role in business because small companies which are thus limited in their funds and therefore ability to tap on technology to innovate often find it difficult to compete with the larger corporations. On a separate note, it is also important to recognize that other than the latest technology, the ability to innovate products in line with consumers’ demands is also crucial in determining the level of success a firm can attain. A firm can have all the resources and technology to come out with new products frequently but if these products are not attuned to the needs of consumers, then it would be deemed as useless and a mere wastage of resources. Hence the use of technology only helps a business to survive the stiff competition if technology is employed appropriately to satisfy the needs and wants of the consumers. Furthermore, advancements in technology have allowed for increased efficiency in production, enabling businesses to increase the amount and quality of goods and services they can supply, so as to possibly increase their market share and revenue. This can be seen across various sectors. Perhaps most significantly in the manufacturing sector, automation and mechanization in production methods have not also increased the amount of goods produced, but also ensured standardization in t