The Business pi answer key

5.6 Case study Coolhunters
1
1 Students will have a range of answers about what is trendy to wear, 
where they live, current music, etc. MP3 players are a popular trend; 
hybrid cars may be popular. What does being ‘trendy’ mean for the 
students in respect of clothes, where they eat, life-style, possessions, 
holidays, etc? How would they describe themselves?
2 The Internet; magazines; friends and colleagues.
2
1 Marketers don’t know what young people want to spend their money on 
because they have stopped responding to traditional forms of advertising.
2 Products that are up-to-date but also individual.
3 They use the Internet.

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9
Answer key
4 The products that they liked, anything from shoes to shampoo.
5 A very short time, a few seconds
6 Identify a new trend.
3
1 laggards: 
16% 
2 innovators: 
2.5% 
3 early 
majority: 
34%
4 late majority: 34 %
5 early adopters: 13.5% (Note: Gabriella Cortez says 13%)
4
1 try out and accept new products
2 anything 
new 
3 buy new products and services
4 see if the product works
5 see if the product works
5
1 d) 2 c) 3 b) 4 a)
6
1 empty-nester
2 full-nester 
3 DINKS
4 bachelor
6 The organization
6.1 About business
 Entrepreneurs
1
brave; someone who starts their own business; crazy; someone who takes 
risks, etc. 
2
1 Yes, we all have the potential to be entrepreneurs.
2 Most people don’t want to take risks.
3 Countries where there is only a basic social security system, e.g. America.
3
1 Energy is important because you will have to work hard to get what you 
want.
2 A basic social security system is important because it means the 
individual is responsible for fi nding and keeping a job.
3 A legal system is important because it makes it easy to set up a business.
4
1 She organizes celebrations for other people.
2 She set up a Ltd company because it’s quick, easy and cheap.
3 No, 
she 
doesn’t.
4 Because the European Court of Justice now allows cross-border use of 
business legal forms in the European Union.