What is customer experience management?

(Available at: www.dynamics.microsoft.com/en-us/marketing/what-is-customer-experience-management-cxm/ – text specially adapted for this test).

Text 18A3-I 

    The roar of a waterfall suggests the power of water. Rampaging floodwaters can uproot strong trees and twist railroad tracks. When the power of water is harnessed, however, it can do useful work for humans. 

    Since ancient times, people have put the energy in the flow of water to work. They first made water work for them with the waterwheel, a wheel with paddles around its rim. Flowing water rotated the waterwheel, which in turn ran machinery that was linked to it. Today, new kinds of waterwheels — turbines — spin generators that produce electricity. Electricity from water-turned generators is known as hydroelectricity. 

    By building a dam across a river, the natural upstream water level is elevated and a difference in head is created that can be used to drive turbines and generate electricity. A large upstream reservoir may balance seasonal water flow; rain or melted snow can be stored in the reservoir during the wet season to provide electricity during dry seasons. 

    Waterpower is distributed unevenly among the continents and nations of the world. Europe and North America have developed much of their waterpower. Asia, South America, and Africa have abundant waterpower potential, but while countries such as China and Brazil have become leading hydroelectric producers, much of the waterpower resource on those continents remains undeveloped. 

Elizabeth Lachner. Hydroelectricity. Rosen Publishing Group, 2018 (adapted). 

 United Nations Environmental Programme. Dams and Development: Relevant Practices for Improved

Decision-making. Nairobi: The Secretariat of the Dams and Development Project, 2007. p. 10-1 (adapted).

Text 3

Benefits of a Bilingual Brain

¹ Language ability is typically measured in two active parts, speaking and writing, and two passive parts, listening and reading. While a balanced bilingual has near equal abilities in two languages, most bilinguals around the world know and use their languages in varying proportions. But recent advances in brain imaging technology have given neurolinguists a glimpse into how specific aspects of language learning affect the bilingual brain. 

² It's well known that the brain's left hemisphere is more dominant and analytical in logical processes, while the right hemisphere is more active in emotional and social ones, though this is a matter of degree, not an absolute split. The fact that language involves both types of functions has led to the critical period hypothesis. According to this theory, children learn languages more easily because the plasticity of their developing brains lets them use both hemispheres in language acquisition, while in most adults, language is lateralized to one hemisphere, usually the left. If this is true, learning a language in childhood may give you a more holistic grasp of its social and emotional contexts. 

³ Conversely, recent research showed that people who learned a second language in adulthood exhibit less emotional bias and a more rational approach when confronting problems in the second language than in their native one. But regardless of when you acquire additional languages, being multilingual gives your brain some remarkable advantages, such as higher density of the grey matter that contains most of your brain's neurons and synapses, and more activity in certain regions when engaging a second language. The strong workout a bilingual brain receives throughout its life can also help delay the onset of diseases, like Alzheimer's and dementia by as much as five years.

Source: Adapted from “Benefits of a bilingual brain” (Video), by Mia Nacamuli for TED-ed, 2015. Available on: https://www.youtube.com/watch?v=MMmOLN5zBLY with subtitles.

O texto seguinte servirá de base para responder à questão.

New generation of Indigenous activists battle to save the Amazon

Campaigners in Brazil use drones to document work of self-defence teams trying to stop environmental destruction caused by illegal mining

Batista, who belongs to South America's Macuxi people, is part of a new generation of Indigenous journalists helping chronicle an age-old battle against outside aggression. For centuries, non-Indigenous writers and reporters have flocked to the rainforest region to tell their version of that ancestral fight for survival. Now, a growing cohort of Indigenous communicators are telling their own stories, providing first-hand dispatches from some of the Amazon's most inaccessible and under-reported corners.

"It's dangerous work and we suffer a lot when we're out in the field," said Batista, one of about 26,000 inhabitants of Raposa Serra do Sol, Brazil's second most populous Indigenous territory. "But it really gives me strength because I'm showing the reality of our lives to the world."

"It's my job to monitor the territory: to see who's coming in and who is leaving, to find areas being invaded, and to defend the territory because we cannot live without it," said Batista, who was trained by a local Indigenous association, the Conselho Indígena de Roraima, as part of an initiative called Rede Wakywai, which means "our news" in the local Wapichana language.

The Guardian