Cambridge IELTS 13 Academic Reading Test 2: answers explained

Explanation for each answer

Passage 1 · Q1–13 Bringing cinnamon to Europe

1. Question 1

   Note completion

   Question

   added to ______ used to show … Between people

   Answer

   oils

   Location

   Passage 1, paragraph 1

   Sentence in the passage

   It was known in biblical times, and is mentioned in several books of the Bible, both as an ingredient that was mixed with oils for anointing people’s bodies, and also as a token indicating friendship among lovers and friends.

   Explanation

   The note for 'Biblical times' asks what cinnamon was added to. The second sentence of the first paragraph states that in biblical times, cinnamon was 'mixed with oils for anointing people's bodies'. This directly matches the context of the blank. The word 'oils' fits grammatically and adheres to the 'ONE WORD ONLY' limit.

2. Question 2

   Note completion

   Question

   added to … used to show ______ Between people

   Answer

   friendship

   Location

   Passage 1, paragraph 1

   Sentence in the passage

   It was known in biblical times, and is mentioned in several books of the Bible, both as an ingredient that was mixed with oils for anointing people’s bodies, and also as a token indicating friendship among lovers and friends.

   Explanation

   The note for 'Biblical times' asks what cinnamon was used to show between people. The second sentence of the first paragraph says cinnamon was a 'token indicating friendship among lovers and friends'. The word 'friendship' directly answers what was indicated. It is a single word from the passage and fits the grammatical context.

3. Question 3

   Note completion

   Question

   used for its sweet smell at ______

   Answer

   funerals

   Location

   Passage 1, paragraph 1

   Sentence in the passage

   In ancient Rome, mourners attending funerals burnt cinnamon to create a pleasant scent.

   Explanation

   The note for 'Ancient Rome' asks where cinnamon was used for its sweet smell. The third sentence of the first paragraph states, 'In ancient Rome, mourners attending funerals burnt cinnamon to create a pleasant scent.' This shows that it was used at 'funerals' for its smell ('pleasant scent'). The word 'funerals' is a single word from the passage and correctly completes the note.

4. Question 4

   Note completion

   Question

   added to food, especially meat was an indication of a person’s ______ known as a treatment for … and other health problems grown in … merchants used … to bring it to the Mediterranean arrived in the Mediterranean at … traders took it to … and sold it to destinations around Europe.

   Answer

   wealth

   Location

   Passage 1, paragraph 1

   Sentence in the passage

   At a banquet, a host would offer guests a plate with various spices piled upon it as a sign of the wealth at his or her disposal.

   Explanation

   The note for 'Middle Ages' mentions that cinnamon was an indication of a person's something. The sixth sentence of the first paragraph describes banquets in the Middle Ages: 'At a banquet, a host would offer guests a plate with various spices piled upon it as a sign of the wealth at his or her disposal.' This shows that having spices like cinnamon was a 'sign of the wealth'. The word 'wealth' fits the blank and is a single word from the passage.

5. Question 5

   Note completion

   Question

   added to food, especially meat was an indication of a person’s … known as a treatment for ______ and other health problems grown in … merchants used … to bring it to the Mediterranean arrived in the Mediterranean at … traders took it to … and sold it to destinations around Europe.

   Answer

   indigestion

   Location

   Passage 1, paragraph 1

   Sentence in the passage

   Cinnamon was also reported to have health benefits, and was thought to cure various ailments, such as indigestion.

   Explanation

   The note for 'Middle Ages' asks what health problem cinnamon was known as a treatment for, specifically mentioning 'and other health problems'. The seventh sentence of the first paragraph states, 'Cinnamon was also reported to have health benefits, and was thought to cure various ailments, such as indigestion.' 'Indigestion' is given as an example of an 'ailment' (health problem) that cinnamon was thought to cure. It is a single word and fits the blank.

6. Question 6

   Note completion

   Question

   added to food, especially meat was an indication of a person’s … known as a treatment for … and other health problems grown in ______ merchants used … to bring it to the Mediterranean arrived in the Mediterranean at … traders took it to … and sold it to destinations around Europe.

   Answer

   India

   Location

   Passage 1, paragraph 2

   Sentence in the passage

   They took it from India, where it was grown, on camels via an overland route to the Mediterranean.

   Explanation

   The note asks where cinnamon was grown. The fourth sentence of the second paragraph states that Arab merchants 'took it from India, where it was grown'. This clearly indicates that cinnamon was grown in 'India'. This is a single word and fits the blank.

7. Question 7

   Note completion

   Question

   added to food, especially meat was an indication of a person’s … known as a treatment for … and other health problems grown in … merchants used ______ to bring it to the Mediterranean arrived in the Mediterranean at … traders took it to … and sold it to destinations around Europe.

   Answer

   camels

   Location

   Passage 1, paragraph 2

   Sentence in the passage

   They took it from India, where it was grown, on camels via an overland route to the Mediterranean.

   Explanation

   The note asks what merchants used to bring cinnamon to the Mediterranean. The fourth sentence of the second paragraph describes the Arab merchants' journey from India: 'on camels via an overland route to the Mediterranean.' This indicates that they used 'camels'. This is a single word from the passage and correctly fills the blank.

8. Question 8

   Note completion

   Question

   added to food, especially meat was an indication of a person’s … known as a treatment for … and other health problems grown in … merchants used … to bring it to the Mediterranean arrived in the Mediterranean at ______ traders took it to … and sold it to destinations around Europe.

   Answer

   Alexandria

   Location

   Passage 1, paragraph 2

   Sentence in the passage

   Their journey ended when they reached Alexandria.

   Explanation

   The note asks where the cinnamon arrived in the Mediterranean. The fifth sentence of the second paragraph, immediately following the description of the overland journey, states: 'Their journey ended when they reached Alexandria.' Alexandria is the specific location in the Mediterranean where the Arab merchants' journey finished. It is a single word and fits the blank.

9. Question 9

   Note completion

   Question

   added to food, especially meat was an indication of a person’s … known as a treatment for … and other health problems grown in … merchants used … to bring it to the Mediterranean arrived in the Mediterranean at … traders took it to ______ and sold it to destinations around Europe.

   Answer

   Venice

   Location

   Passage 1, paragraph 2

   Sentence in the passage

   European traders sailed there to purchase their supply of cinnamon, then brought it back to Venice.

   Explanation

   The note asks where traders took cinnamon after it arrived in the Mediterranean before selling it around Europe. The sixth sentence of the second paragraph states: 'European traders sailed there [to Alexandria] to purchase their supply of cinnamon, then brought it back to Venice.' Venice is the city to which European traders brought the cinnamon from Alexandria. The next sentence says the spice then traveled from that city ('Venice') to markets around Europe. The word 'Venice' is a single word and correctly completes the note.

10. Question 10

    True / False / Not Given

    Question

    The Portuguese had control over the cinnamon trade in Ceylon throughout the 16th century.

    Answer

    TRUE

    Location

    Passage 1, paragraph 3

    Sentence in the passage

    In 1518, the Portuguese built a fort on Ceylon, which enabled them to protect the island, so helping them to develop a monopoly in the cinnamon trade and generate very high profits.

    Explanation

    The statement claims the Portuguese controlled the cinnamon trade in Ceylon throughout the 16th century. The third paragraph mentions the Portuguese arrived in Ceylon 'toward the end of the 15th century' and built a fort in 1518, which helped them 'develop a monopoly in the cinnamon trade'. The fourth paragraph states that the Dutch broke this '150-year Portuguese monopoly' in 1649. A monopoly starting around 1518 (early 16th century) and lasting 150 years (until 1649) would cover the entire 16th century (1501-1600). Therefore, the passage supports the idea that they controlled the trade throughout this period, making the statement TRUE.

11. Question 11

    True / False / Not Given

    Question

    The Dutch took over the cinnamon trade from the Portuguese as soon as they arrived in Ceylon.

    Answer

    FALSE

    Location

    Passage 1, paragraph 4

    Sentence in the passage

    When the Dutch arrived off the coast of southern Asia at the very beginning of the 17th century, the set their sights on displacing the Portuguese as kings of cinnamon.

    Explanation

    The statement claims the Dutch took over the trade as soon as they arrived. The fourth paragraph states that the Dutch arrived 'at the very beginning of the 17th century' (around 1600-1610). However, it then clearly states, 'By 1649, the Dutch broke the 150-year Portuguese monopoly'. This shows a significant delay (around 40-50 years) between their arrival and breaking the Portuguese monopoly. Therefore, they did not take over 'as soon as they arrived', making the statement FALSE.

12. Question 12

    True / False / Not Given

    Question

    The trees planted by the Dutch produced larger quantities of cinnamon than the wild trees.

    Answer

    NOT GIVEN

    Location

    Passage 1, paragraph 5

    Sentence in the passage

    Eventually, the Dutch began cultivating their own cinnamon trees to supplement the diminishing number of wild trees available for use.

    Explanation

    The statement compares the quantity of cinnamon produced by trees planted by the Dutch versus wild trees. The fifth paragraph explains that the Dutch began 'cultivating their own cinnamon trees to supplement the diminishing number of wild trees available for use'. The passage confirms that the Dutch *did* plant trees and that the wild trees were diminishing. However, it makes no comparison regarding the *quantity* of cinnamon produced by the cultivated trees relative to the wild ones. Therefore, this specific comparison is not mentioned, and the statement is NOT GIVEN.

13. Question 13

    True / False / Not Given

    Question

    The spice trade maintained its economic importance during the 19th century.

    Answer

    FALSE

    Location

    Passage 1, paragraph 6

    Sentence in the passage

    Not only was a monopoly of cinnamon becoming impossible, but the spice trade overall was diminishing in economic potential, and was eventually superseded by the rise of trade in coffee, tea, chocolate, and sugar.

    Explanation

    The statement claims the spice trade maintained its economic importance during the 19th century. The final paragraph discusses events by the middle of the 19th century. The fourth sentence states, 'Not only was a monopoly of cinnamon becoming impossible, but the spice trade overall was diminishing in economic potential, and was eventually superseded by the rise of trade in coffee, tea, chocolate, and sugar.' This explicitly states that the spice trade was 'diminishing in economic potential' and being replaced by other commodities during this period (by the mid-19th century). This directly contradicts the idea that it 'maintained its economic importance', making the statement FALSE.

Passage 2 · Q14–26 Oxytocin

1. Question 14

   Matching information

   Question

   reference to research showing the beneficial effects of oxytocin on people

   Answer

   B

   Location

   Paragraph B

   Sentence in the passage

   These follow-up studies have shown that after a sniff of the hormone, people become more charitable, better at reading emotions on others’ faces and at communicating constructively in arguments.

   Explanation

   The question asks for the section that mentions research showing the beneficial effects of oxytocin on people. Section B corresponds to the second paragraph of the passage. The seventh sentence of this paragraph states: 'These follow-up studies have shown that after a sniff of the hormone, people become more charitable, better at reading emotions on others' faces and at communicating constructively in arguments.' This sentence lists several positive effects found in studies, directly addressing the question.

2. Question 15

   Matching information

   Question

   reasons why the effects of oxytocin are complex

   Answer

   F

   Location

   Paragraph F

   Sentence in the passage

   The hormone is found in everything from octopuses to sheep, and its evolutionary roots stretch back half a billion years.

   Explanation

   The question asks for the section that provides reasons why the effects of oxytocin are complex. Section F corresponds to the last paragraph of the passage. This section explains that the hormone is ancient and found in many species (sentence 2), has been adapted for many different functions (sentence 3), affects primitive brain parts leading to many effects (sentence 4), and that its basic processes can manifest differently depending on 'individual differences and context' when interacting with 'higher-order thinking and social situations' (sentence 6). These points collectively explain the complexity and variability of oxytocin's effects.

3. Question 16

   Matching information

   Question

   mention of a period in which oxytocin attracted little scientific attention

   Answer

   B

   Location

   Paragraph B

   Sentence in the passage

   ‘For eight years, it was quite a lonesome field,’ Heinrichs recalls.

   Explanation

   The question asks for the section that mentions a period where oxytocin attracted little scientific attention. Section B corresponds to the second paragraph. The fifth sentence quotes Markus Heinrichs saying, ''For eight years, it was quite a lonesome field,' Heinrichs recalls.' This directly refers to a period where research into oxytocin's role in human behaviour was not widely popular or attracting much attention, indicating a lack of scientific interest.

4. Question 17

   Matching information

   Question

   reference to people ignoring certain aspects of their research data

   Answer

   E

   Location

   Paragraph E

   Sentence in the passage

   Where once researchers took no notice of such findings, now a more nuanced understanding of oxytocin’s effects is propelling investigations down new lines.

   Explanation

   The question asks for the section that refers to researchers ignoring certain aspects of their data. Section E corresponds to the fifth paragraph. The third sentence states, 'Where once researchers took no notice of such findings, now a more nuanced understanding of oxytocin's effects is propelling investigations down new lines.' The phrase 'took no notice of such findings' implies that researchers previously ignored or disregarded certain data that did not fit the prevailing optimistic view of oxytocin.

5. Question 18

   Matching features

   Question

   People are more trusting when affected by oxytocin.

   Answer

   A

   Location

   Paragraph B

   Sentence in the passage

   In a groundbreaking experiments, Markus Heinrichs and his colleagues at the University of Freiburg, Germany, asked volunteers to do an activity in which they could invest money with an anonymous person who was not guaranteed to be honest.

   Explanation

   The statement says people become more trusting with oxytocin. This finding is attributed to Markus Heinrichs. The second paragraph, describing Heinrichs' 2005 experiment, states that he asked volunteers to invest money with someone 'who was not guaranteed to be honest' and found that those given oxytocin 'invested more money'. Investing more money in this scenario implies a higher level of trust.

6. Question 19

   Matching features

   Question

   Oxytocin increases people’s feelings of jealousy.

   Answer

   B

   Location

   Paragraph C

   Sentence in the passage

   Simone Shamay-Tsoory at the at the University of Haifa, Israel, found that when volunteers played a competitive game, those who inhaled the hormone showed more pleasure when they beat other players, and felt more envy when others won.

   Explanation

   The statement claims oxytocin increases jealousy. The third paragraph attributes this finding to Simone Shamay-Tsoory. The second sentence states that Shamay-Tsoory found that volunteers given oxytocin 'felt more envy when others won' while playing a competitive game. 'Envy' is a synonym for jealousy.

7. Question 20

   Matching features

   Question

   The effect of oxytocin varies from one type of person to another.

   Answer

   C

   Location

   Paragraph C

   Sentence in the passage

   Jennifer Bartz from Mount Sinai School of Medicine, New York, found that it improves people’s ability to read emotions, but only if they are not very socially adept to begin with.

   Explanation

   The statement suggests oxytocin's effect depends on the type of person. Jennifer Bartz's research, mentioned in the third paragraph, demonstrates this. The fourth sentence states that Bartz found oxytocin improves emotion-reading 'but only if they are not very socially adept to begin with'. The fifth sentence adds that it 'reduces cooperation in subjects who are particularly anxious or sensitive to rejection'. These findings show that oxytocin's effects are different for different groups of people based on their existing traits or disposition.

8. Question 21

   Summary completion

   Question

   The earliest findings about oxytocin and bonding came from research involving ______ It was also discovered that humans produce oxytocin during … An experiment in 2005, in which participants were given either oxytocin or a …, reinforced the belief that the hormone had a positive effect.

   Answer

   animals

   Location

   Paragraph A

   Sentence in the passage

   It was through various studies focusing on animals that scientists first became aware of the influence of oxytocin.

   Explanation

   Section A says scientists first noticed oxytocin's influence through studies on animals, such as prairie voles that mate for life and sheep caring for lambs. Humans came later. The summary needs one word for what the early research involved, and animals is the exact noun the passage uses.

9. Question 22

   Summary completion

   Question

   The earliest findings about oxytocin and bonding came from research involving … It was also discovered that humans produce oxytocin during ______ An experiment in 2005, in which participants were given either oxytocin or a …, reinforced the belief that the hormone had a positive effect.

   Answer

   childbirth

   Location

   Paragraph A

   Sentence in the passage

   It is also released by women in childbirth, strengthening the attachment between mother and baby.

   Explanation

   The note asks when humans (specifically women) produce oxytocin. The first paragraph, fourth sentence states: 'It is also released by women in childbirth, strengthening the attachment between mother and baby.' This directly answers the question, stating that oxytocin is released during childbirth. The answer 'childbirth' is one word, fitting the word limit.

10. Question 23

    Summary completion

    Question

    The earliest findings about oxytocin and bonding came from research involving … It was also discovered that humans produce oxytocin during … An experiment in 2005, in which participants were given either oxytocin or a ______, reinforced the belief that the hormone had a positive effect.

    Answer

    placebo

    Location

    Paragraph B

    Sentence in the passage

    The team found the participants who had sniffed oxytocin via a nasal spray beforehand invested more money than those who received a placebo instead.

    Explanation

    In the 2005 experiment, one group sniffed oxytocin and the others received a placebo, and the first group invested more money. The summary contrasts oxytocin with a dummy substance, and the single word the passage gives for that is placebo.

11. Question 24

    Summary completion

    Question

    A study at the University of Haifa where participants took part in a ______ revealed the negative emotions which oxytocin can trigger.

    Answer

    game

    Location

    Paragraph C

    Sentence in the passage

    Simone Shamay-Tsoory at the at the University of Haifa, Israel, found that when volunteers played a competitive game, those who inhaled the hormone showed more pleasure when they beat other players, and felt more envy when others won.

    Explanation

    The note mentions a study at the University of Haifa that revealed negative emotions triggered by oxytocin. The third paragraph, second sentence describes this study by Simone Shamay-Tsoory at the University of Haifa. It states that volunteers played 'a competitive game'. This game setting was where negative emotions like envy (jealousy) were observed. The answer 'game' is one word, fitting the word limit.

12. Question 25

    Summary completion

    Question

    A study at the University of Antwerp showed people’s lack of willingness to help ______ while under the influence of oxytocin.

    Answer

    strangers

    Location

    Paragraph D

    Sentence in the passage

    Studies conducted by Carolyn DeClerck of the University of Antwerp, Belgium, revealed that people who had received a dose of oxytocin actually became less cooperative when dealing with complete strangers.

    Explanation

    The note refers to a study at the University of Antwerp concerning people's willingness to help when affected by oxytocin. The fourth paragraph, second sentence describes studies by Carolyn DeClerck of the University of Antwerp. It states that people who received oxytocin 'became less cooperative when dealing with complete strangers'. 'Less cooperative' indicates a lack of willingness to help, and the sentence specifies this occurred when interacting with 'complete strangers'. The answer 'strangers' is one word, fitting the word limit.

13. Question 26

    Summary completion

    Question

    Meanwhile, research at the University of Amsterdam revealed that people who have been given oxytocin consider ______ that are familiar to them in their own country to have more positive associations than those from other cultures.

    Answer

    names

    Location

    Paragraph D

    Sentence in the passage

    Meanwhile, Carsten De Dreu at the University of Amsterdam in the Netherlands discovered that volunteers given oxytocin showed favouritism: Dutch men became quicker to associate positive words with Dutch names than with foreign ones, for example.

    Explanation

    The note mentions research at the University of Amsterdam showing that people given oxytocin favoured things familiar from their own country over foreign ones. The fourth paragraph, third sentence describes research by Carsten De Dreu at the University of Amsterdam. It gives the example that 'Dutch men became quicker to associate positive words with Dutch names than with foreign ones'. This shows that familiar 'names' from their own country were associated more positively than those from other cultures when influenced by oxytocin. The answer 'names' is one word, fitting the word limit.

Passage 3 · Q27–40 MAKING THE MOST OF TRENDS

1. Question 27

   Multiple choice

   Question

   In the first paragraph, the writer says that most managers

   Answer

   D

   Location

   Passage 3, paragraph 1

   Sentence in the passage

   But it the course of conducting research in a number of industries and working directly with companies, we have discovered that managers often fail to recognize the less obvious but profound ways these trends are influencing consumers’ aspirations, attitudes, and behaviors.

   Explanation

   Managers can name the big trends, yet the writers found they often miss the less obvious but deep ways trends change what consumers want and do. So the problem is not spotting trends but not seeing their real impact, which is option D. Options A and B contradict the statement that managers identify the major trends.

2. Question 28

   Multiple choice

   Question

   According to the third paragraph, Coach was anxious to

   Answer

   C

   Location

   Passage 3, paragraph 3

   Sentence in the passage

   However, that would have risked cheapening the brand’s image.

   Explanation

   When the downturn arrived, the easy move was a price cut, but Coach feared that would cheapen an image of luxury built over nearly seventy years. It created a cheaper sub-brand instead. Protecting its luxury reputation is therefore the concern, option C, while option B is wrong because prices did change for the new range.

3. Question 29

   Multiple choice

   Question

   What point is made about Tesco’s Greener Living programme?

   Answer

   A

   Location

   Passage 3, paragraph 4

   Sentence in the passage

   Tesco has not abandoned its traditional retail offering but augmented its business with these innovations, thereby infusing its value proposition with a green streak.

   Explanation

   Tesco did not give up its ordinary retail business. It added green points for recycling and similar actions on top of what it already did, so its value proposition was augmented rather than replaced. That is option A. Nothing in the text suggests earlier schemes, new customers, or a mainly educational aim.

4. Question 30

   Multiple choice

   Question

   What does the writer suggest about Nike’s strategy?

   Answer

   D

   Location

   Passage 3, paragraph 5

   Sentence in the passage

   At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one’s core offerings sounds like it’s hardly worthwhile.

   Explanation

   The fifth paragraph introduces the 'combine and transcend' strategy using Nike as an example. Before detailing the Nike+ innovation, the writer comments on this type of strategy in general: 'At first glance, spending resources to incorporate elements of a seemingly irrelevant trend into one's core offerings sounds like it's hardly worthwhile' (third sentence of the fifth paragraph). This sentence directly suggests that this strategy, like Nike's integration of digital technology into athletic footwear, might initially seem to have few obvious benefits or be 'hardly worthwhile'. Therefore, option D is the correct answer.

5. Question 31

   Multiple choice

   Question

   What was original about the ME2?

   Answer

   D

   Location

   Passage 3, paragraph 6

   Sentence in the passage

   The ME2, introduced in mid-2008, catered to kids’ huge desire to play video games while countering the negatives, such as associations with lack of exercise and obesity.

   Explanation

   What made the ME2 different was a pedometer that rewarded real exercise, set inside a normal handheld video game. It answered worries about lack of exercise and obesity linked to gaming. So it was a game that tackled concerns about unhealthy lifestyles, option D. Sports-industry technology and fitness-keen children are not mentioned.

6. Question 32

   Matching features

   Question

   It turned the notion that its products could have harmful effects to its own advantage.

   Answer

   D

   Location

   Passage 3, paragraph 6

   Sentence in the passage

   By reaffirming the toy category’s association with physical play, the ME2 counteracted some of the widely perceived negative impacts of digital gaming devices.

   Explanation

   Digital games were widely blamed for harming children's activity levels. iToys turned that criticism into a selling point by building a pedometer into the ME2, so the weakness of the product category became its strength. Coach and Tesco responded to other trends, and Nike did not face this kind of criticism.

7. Question 33

   Matching features

   Question

   It extended its offering by collaborating with another manufacturer.

   Answer

   C

   Location

   Passage 3, paragraph 5

   Sentence in the passage

   In 2006, they teamed up with technology company Apple to launch Nike+, a digital sports kit comprising a sensor that attaches to the running shoe and a wireless receiver that connects to the user’s iPod.

   Explanation

   Nike joined forces with the technology firm Apple in 2006 to produce Nike+, a sensor for the running shoe linked to an iPod. Working with another manufacturer to widen what it sold matches the statement. Tesco and Coach extended their ranges on their own.

8. Question 34

   Matching features

   Question

   It implemented an incentive scheme to demonstrate its corporate social responsibility.

   Answer

   B

   Location

   Passage 3, paragraph 4

   Sentence in the passage

   For example, Tesco customers can accumulate points for such activities as reusing bags, recycling cans and printer cartridges, and buying home-insulation materials.

   Explanation

   Tesco's Greener Living scheme gives customers points for reusing bags and recycling, which can be exchanged for cash. This is an incentive scheme, and the passage says it shows the company's commitment to the environment. That is corporate social responsibility, so B is right.

9. Question 35

   Matching features

   Question

   It discovered that customers had a positive attitude towards dealing with difficult circumstances.

   Answer

   A

   Location

   Passage 3, paragraph 3

   Sentence in the passage

   Instead, they initiated a consumer-research project which revealed that customers were eager to lift themselves and the country out of tough times.

   Explanation

   Coach's research showed that customers wanted to lift themselves and the country out of the tough times, which is an upbeat attitude towards hardship. Coach used that insight for its bright, playful Poppy line. No other company in the list is described discovering such attitudes.

10. Question 36

    Matching features

    Question

    It responded to a growing lifestyle trend in an unrelated product sector.

    Answer

    C

    Location

    Passage 3, paragraph 5

    Sentence in the passage

    But consider Nike’s move to integrate the digital revolution into its reputation for high-performance athletic footwear.

    Explanation

    The digital revolution had little to do with sports shoes, yet Nike brought it into its footwear business through Nike+. The passage even says that adding such a seemingly irrelevant trend sounds hardly worthwhile. This is a response to a trend in an unrelated sector, so C is correct.

11. Question 37

    Matching features

    Question

    It successfully avoided having to charge its customers less for its core products.

    Answer

    A

    Location

    Passage 3, paragraph 3

    Sentence in the passage

    Creating the sub-brand allowed Coach to avert an across-the-board price cut.

    Explanation

    Many firms met the recession by cutting prices. Coach instead launched a lower-priced sub-brand, which let it escape a price cut across the whole range. Its main products therefore kept their prices, matching the statement. Tesco never faced this choice in the passage.

12. Question 38

    Matching sentence endings

    Question

    If there are any trend-related changes impacting on your category, you should

    Answer

    B

    Location

    Passage 3, paragraph 7

    Sentence in the passage

    Once you have gained perspective on how trend-related changes in consumer opinions and behaviors impact on your category, you can determine which of our three innovation strategies to pursue.

    Explanation

    The sentence stem is 'If there are any trend-related changes impacting on your category, you should...'. The first sentence of the seventh paragraph provides direct guidance on this: 'Once you have gained perspective on how trend-related changes in consumer opinions and behaviors impact on your category, you can determine which of our three innovation strategies to pursue.' This means that after understanding the impact of trends, the next step is to 'determine which...innovation strategies to pursue', which is equivalent to identifying the most appropriate strategy. Option B matches this.

13. Question 39

    Matching sentence endings

    Question

    If a current trend highlights a negative aspect of your category, you should

    Answer

    C

    Location

    Passage 3, paragraph 7

    Sentence in the passage

    Finally, if aspects of the category clash with undesired outcomes of a trend, such as associations with unhealthy lifestyles, there is an opportunity to counteract those changes by reaffirming the core values of your category.

    Explanation

    Some aspects of a category may clash with unwanted results of a trend, such as unhealthy habits. In that situation the writer advises counteracting the trend by reaffirming the category's core values. That matches the ending about stressing traditional brand values, which is option C.

14. Question 40

    Matching sentence endings

    Question

    If the consumers’ new focus has an increasing lack of connection with your offering you should

    Answer

    D

    Location

    Passage 3, paragraph 7

    Sentence in the passage

    If analysis reveals an increasing disparity between your category and consumers’ new focus, your innovations need to transcend the category to integrate the two worlds.

    Explanation

    When consumers' new focus drifts away from what you offer, the advice is to innovate beyond the category and bring the two worlds together. This is the combine-and-transcend strategy, option D. The infuse-and-augment approach is for categories that still matter to consumers.