4th edition

Student’s Book Answer Key

9A Good business?

1 VOCABULARY & SPEAKING

b Because Red Bull doesn’t actually give you real wings. Possibly for the money, or the publicity, or
he was really naive.

c 2 claims 3 brands 4 was sued 5 misleading 6 consumers 7 advertising campaigns 8

publicity 9 slogan

2 LISTENING understanding explanations

a 1 free Bluetooth speaker 2 only a few 3 Everybody’s using 4 You too 5 independent study
6 Trust me

b 1 The word free makes us want it.

Its price is really included in the magazine subscription.
2 We want to be among the lucky few who have the products.
It’s not really true that there are only a few remaining; companies can always produce more.
3 We think everybody can’t be wrong.
Not everybody is using it, and even if they are, everybody can be wrong.
4 We want to look fabulous.
We can’t look like the person in the photo, because he / she is a model and the photo has been
airbrushed.
5 It sounds like an official recommendation.
The company probably paid for the study.
6 It must be fantastic / really work if a doctor or celebrity recommends it.
It’s probably not true. The ‘doctor’ may be an actor.

3 GRAMMAR clauses of contrast and purpose

b 1F 2E 3D 4C 5G 6A 7B
3 So as to 4 so that 5 in order to 6 for

Grammar Bank 9A

a 1 despite 2 even 3 to 4 as 5 order 6 spite 7 that 8 although / though 9 for 10 though

b 1 …we wouldn’t / didn’t have to spend too much money on accommodation.

2 …she earns a fortune, she drives a very old car.
3 …the sad ending. / the ending being sad. / the fact that the ending was sad.
4 …the weather conditions were terrible.
5 …not to offend her.
6 …to allow the president’s car through safely.

d Some possible answers

1 …children don’t see them.
2 …the new product didn’t sell very well.
3 …young people still buy them.
4 …experience life in a big city.
5 …not being very good at his job.
6 …it wasn’t true.
7 …get a refund.

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8 …a meeting.

4 READING dealing with an authentic text

b They are all things where the main product, e.g. the machine, is quite cheap, but the things you buy
to use with them, e.g. games, coffee pods, printer ink, blades, are very expensive.

c 1 T (The United Company will make all of life’s necessities as cost-effectively as possible.)
2 F (The book’s author had a vision that has ended up shaping the economy. But…it wasn’t this
particular vision. No, it was another idea, which he had a year later.)
3 T (If you’ve ever bought replacement cartridges for an inkjet printer, you are likely to have been
annoyed…that they cost almost as much as you paid for the printer itself…But how can it
possibly cost almost as much to supply a bit of ink in tiny plastic pots? The answer, of course, is
that it doesn’t.)
4 T (It’s also known as the razor-and-blades model…suck people in with an attractively priced
razor, then repeatedly fleece them for extortionately priced replacement blades.)
5 F (…initially, he made both parts expensive.)
6 F (Consider the PlayStation 4. Whenever Sony sells one, it loses money…But that’s okay,
because Sony coins it in whenever a PlayStation 4 owner buys a game.)

d 1 They are patent-protecting them or changing the technology so that other company’s disposable
products don’t work with them.
2 Because, especially with digital products, it costs a lot to change to another platform, and takes
time to learn how to use it. People also stay because of brand loyalty.
3 King Camp Gillette might have thought that the razor-and-blades model is not at all like his
original business vision of 1894.

e 1c 2a 3c 4b 5a 6a 7c

5 VOCABULARY business
a manufacture

Vocabulary Bank Business

1 VERBS AND EXPRESSIONS

a 1 Apple products are easy to market because people are immediately attracted to the stylish
designs.
2 In nineteen eighty-nine, Pepsi-Cola launched a new product called Pepsi A.M., which was
aimed at the ‘breakfast cola drinker’. It was an immediate flop.
3 The Spanish airline Iberia merged with British Airways in twenty eleven and became one of
the world’s biggest airline groups.
4 Although GAP stands for Genuine American Product, most of its clothes are manufactured in
Asia.
5 Prosciutto is a kind of Italian ham. Two of the best-known kinds are San Daniele and Parma,
which are produced in the Friuli and Emilia regions of Italy, and are exported all over the
world.
6 When BMW took over Mini, the smaller company became part of the larger organization.
7 The supermarket chain Tesco became the market leader in nineteen ninety-five and is still the
UK’s biggest-selling chain.
8 The first Zara store was opened in La Coruña in Spain in nineteen seventy-five, where its head
office still is today. The company started to expand into new markets in nineteen eighty-eight,
and it now has branches in ninety-six countries.
9 Many banks are now offering loans to people who want to set up a new small business.

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10 The cost of living in Iceland is so high because so many food products have to be imported.
11 During a boom period, the economy grows quickly and living standards improve.
12 During a recession, many companies close down and living standards drop.

b a new product /ə njuː ˈprɒdʌkt/ = a thing that is grown or produced, usually for sale, for the
first time
flop /flɒp/ = sth that is not successful the market leader /də mɑːkɪt ˈliːdə/ = the company that
sells the largest quantity of a particular kind of product
chain /tʃeɪn/ = a group of shops, hotels, etc. owned by the same person or company
head office /hed ˈɒfɪs/ = the main office of a company
branches /brɑːntʃɪz/ = offices or shops that are part of a larger organization, e.g. a bank
a small business /ə smɔːl ˈbɪznes/ = not doing business on a very large scale
a boom /ə buːm/ = a sudden increase in trade and economic activity; a period of wealth and
success
a recession /ə rɪˈseʃn/ = a difficult time for the economy of a country, when there is less trade
and industrial activity than usual and more people are unemployed

d do business, do a job, do market research, do well, do badly make a deal, make a decision,
make a loss, make money, make somebody redundant

2 IDIOMS WITH BUSINESS

a 1 F I think we’ve been through everything on today’s agenda. Now, is there any other business?
2 D Now that so many people book their holidays and travel online, many travel agencies have
gone out of business.
3 C Let’s get down to business right away – we’ll have a break after an hour or so.
4 E She looks very determined – like a woman who means business.
5 B A What are you doing?
B I’m sorry, but it’s none of your business.
6 H A Is he your new boyfriend?
B Mind your own business!
7 A He arranged to meet his ex-girlfriend because they had some unfinished business.
8 G Why are you taking your tennis racket on a work trip? It’s never a good idea to mix business
with pleasure.

6 PRONUNCIATION & SPEAKING changing stress on nouns and verbs

a 1 export 2 export 3 increased 4 increase 5 progressing 6 progress 7 produced 8 produce
a) verb – the second syllable is stressed
b) noun – the first syllable is stressed

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9B Super cities

1 READING
b 1 Order and variety = well-organized, but not all the same
2 Visible life = seeing people in the streets
3 Compactness = limited size
4 Orientation and mystery = easy to find your way around, but with areas where you can wander
and get a bit lost
5 Scale = relative size of buildings should be five floors
6 Local colour = having its own personality and using local materials

2 LISTENING & SPEAKING understanding place names

a 1 Venice 2 Curitiba 3 Bruges 4 Edinburgh 5 Kyoto

c 1 A vaporetto on the Grand Canal in Venice. It’s something to do. It’s cheaper than going on a
gondola.
2 The Wire Opera House. It’s something to see. It’s in the middle of an artificial lake in a park. It’s
made from steel tubes.
3 Having coffee and chocolates in the market square in Bruges. It’s something to do. Most of the
shops there sell chocolate. It’s really beautiful.
4 The Scotsman Steps in Edinburgh. It’s something to see. It’s an artwork called 1059. It’s a
marble staircase, and each step is a different colour.
5 A ryokan in Kyoto. It’s something to do. It’s a traditional Japanese guesthouse. You sleep on
tatami matting and have rice, eggs, fish, and seaweed for breakfast.

d 1 Piazza San Marco, the Rialto Bridge, just wander without a map
2 Go for a walk in the Bosque Alemão, visit the environmental university
3 Two beautiful churches, just walk or cycle around the city, feed the swans in the canal
4 Walk along the River Leith, from the port to the city, or the other direction
5 Visit the Kinkaku-ji temple, with its golden pavilion
Speaker 1 Orientation and mystery
Speaker 2 Scale
Speaker 3 Compactness

3 GRAMMAR uncountable and plural nouns

a 1 advice 2 some bad weather 3 accommodation is 4 too much luggage 5 the outskirts are 6
the staff were

Grammar Bank 9B

a 1 is 2  3 look 4  (depending on whether you’re thinking of them as individuals or as a

team) 5  6 a piece of paper 7 some 8 some 9 progress 10 an

b 1  We had beautiful weather

2  some lovely furniture
3
4  a pair of scissors
5 
6  some new trousers / a new pair of trousers
7

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8  The homework was

9
10  The police are sure

4 READING & SPEAKING identifying advantages and disadvantages

b 1 Hi-tech services, e.g. the recycling of rubbish; many parks; eco-friendly, e.g. state of the art
water recycling
2 It isn’t a vibrant community. It isn’t yet car-free.
3 Too wide roads, spread out across a wide area, not enough public transport, not enough residents
to bring the city alive

c 1a 2b 3b 4a 5a 6b 7b 8b

5 VOCABULARY word building: prefixes and suffixes

a 1 a) mega b) eco
2 abundance coldness connection convenience development expectation modernism
neighbourhood pollution silence

Vocabulary Bank Word building

1 PREFIXES AND SUFFIXES WHICH ADD MEANING

a 1 G Mumbai is a very overcrowded city.
2 C Tokyo was one of the first megacities.
3 D This part of the city is very poor and underdeveloped.
4 B London is a very multicultural city, with many different races and religions.
5 J The quickest way to get around New York is on the subway.
6 H Many people in Montreal, Canada, are bilingual – they speak English and French.
7 E If you want to avoid the traffic jams in Bangkok, get the monorail.
8 F The autopilot was switched on after the plane had taken off.
9 A Vandalism, especially breaking public property, is very antisocial behaviour.
10 K I misunderstood the directions that man gave me, and now I’m completely lost.
11 I He’s doing a postgraduate degree in aeronautical engineering.

c 1 D There are a lot of homeless people in this city. The situation is hopeless.
2 A Be careful how you drive! The instructions were very useful.
3 C The police usually wear bullet-proof vests. My watch is waterproof.
4 B Their new laptops are completely unbreakable. I don’t think the tap water here is drinkable.

2 NOUNS FORMED WITH SUFFIXES

a accommodation, intention, reduction
employment, entertainment, excitement, government, improvement
friendliness, loneliness, ugliness, weakness
absence, distance, ignorance, violence
alcoholism, racism, vandalism
brotherhood, childhood

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3 NOUNS WHICH ARE DIFFERENT WORDS

a 1 lose, loss
2 die, death
3 succeed, success
4 think, thought
5 believe, belief
6 hot, heat
7 strong, strength
8 hungry, hunger
9 high, height
10 wide, width

7 WRITING a report
a Information about Milton Keynes, including history, features, facilities, and what it’s like to live
there

b 1 History 2 Present day 3 Activities 4 Culture

c Sts should tick:

what the town planners wanted to achieve
the size of the town
the layout of the town
transport connections
things to do

d the new town of Milton Keynes has been a success

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Student’s Book Answer Key

8&9 COLLOQUIAL ENGLISH Talking

about…advertising

1 THE INTERVIEW Part 1

b 1 His father’s brother / His uncle and his father
2 In 1984
3 Talk when the commercials were on
4 Because they get into your head and you can’t get them out, and you sometimes hear them
several times a day.
5 Animated cartoons advertising cereal for children
6 Willie trips over a rock every day, so one day Wilhelmina tells him to move it. When he says he
can’t, as it is too big, she says she will do it. Willie says she isn’t strong enough, but he is wrong
– Wilhelmina eats H.O. Farina, so she is strong.

1 THE INTERVIEW Part 2

a 1 1 impact 2 communication 3 persuasion
2 Attention, Interest, Desire, Action
3 getting impact, (giant) fan
4 incredibly important

1 THE INTERVIEW Part 3

a 1 remain important
2 only well-made adverts
3 because they make people feel good about themselves
4 innovative
5 honest and clear

2 LOOKING AT LANGUAGE
a 1 ear 2 head 3 word 4 perk 5 day 6 audience 7 false

3 THE CONVERSATION
a They conclude that everybody is influenced by advertising campaigns whether they want to be or
not.

b 1T 2F 3T 4F 5T 6F

d 1 we all know 2 really don't really 3 starting to become 4 I have, I have 5 I think
a) give themselves time to think 4, 5
b) make something clearer 1, 2, 3

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