The Business pi answer key

4 Success stories
4.1 About business
 Business leaders and success stories
2
Revlon, Clinique , Donna Karan (DKNY), Hugo Boss, Armani, Calvin Klein, 
Tommy Hilfi ger
1 1908 in Queens, New York
2 1940s
3 face creams, cosmetics, perfumes
4 over 130 countries around the world
5 over 6 billion dollars
6 2004
3
1 T
2 F. Estée’s parents were Hungarian and Czech immigrants.
3 F. The fi rst Estée Lauder counter was opened at Sak’s on Fifth Avenue in 
1948.
4 T
5 T
6 T
4
1 d) 2 b) 3 e) 4 a) 5 c) 6 j) 7 i) 8 h) 9 g) 10 f)
5
1 Good saleswoman: she knew how to make a sale (example, Galleries 
Lafayette).
2 Belief: she believed in herself and her products.
3 A hands-on technique: she believed in getting personally involved in staff 
training and in touching customers.
4 Image: stylish and sophisticated packaging, keeping certain things secret, 
e.g. details about her life and the ingredients used in the products. The 
image also helped customers believe they were buying a dream which 
could keep them looking young.
5 Innovative marketing ideas: free makeovers, free samples and gifts with 
purchases.
6 Hard work: she was always hard working, dedicated and ambitious.

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6
Answer key
6
1 b) 2 c) 3 a)
7
Students’ answers will vary. The idea of the free gift is an important 
marketing ploy today.
4.2 Vocabulary
 Describing yourself and being successful
1
positive:
negative:
calm
stressed
generous
mean
honest
dishonest
hard-working
lazy
helpful
unhelpful
ambitious
lacking in drive
organized
disorganized
hands-on
hands-off 
cooperative
uncooperative
2
1 calm
2 disorganized
3 dishonest
4 ambitious
5 generous
6 lazy 
7 hard-working
8 unhelpful
9 hands-off
10 stressed