LR_AK_3

Answer Key and Transcripts 2 Lecture ready Strategies for Academic Listening, Note-taking, and Discussion 3 #608014 (OUP) Lecture Ready 3 Answer Key p.i #608014 (OUP) Lecture Ready 3 Answer Key p.ii 1 198 Madison Avenue New York, NY 10016 USA Great Clarendon Street, Oxford ox2 6dp UK Oxford University Press is a department of the University of Oxford. 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Executive Publisher: Janet Aitchison Senior Aquisitions Editor: Pietro Alongi Editor: Dena Daniel Associate Editor: Scott Allan Wallick Art Director: Maj-Britt Hagsted Production Manager: Shanta Persaud Production Controller: Eve Wong isbn-13: 978-0-19-441723-5 isbn-10: 0-19-441723-9 Printed in Hong Kong 10 9 8 7 6 5 4 3 2 1 #608014 (OUP) Lecture Ready 3 Answer Key p.1#608014 (OUP) Lecture Ready 3 Answer Key p.1 Answer Key. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 Transcripts Unit.1.Business Chapter.1.New.Trends.in.Marketing.Research . . . . . . . . . . . . . . . . . . . . .17 Chapter.2.Business.Ethics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Unit.2.Media.Studies Chapter.3.Trends.in.Children’s.Media.Use . . . . . . . . . . . . . . . . . . . . . . . .21 Chapter.4.The.Changing.Music.Industry . . . . . . . . . . . . . . . . . . . . . . . . . .23 Unit.3.Science Chapter.5.The.Placebo.Effect. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 Chapter.6.Intelligent.Machines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Unit.4.Psychology Chapter.7.Sibling.Relationships. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 Chapter.8.Multiple.Intelligences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Unit.5.Art.&.Design Chapter.9.The.Art.of.Graffiti. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34 Chapter.10.Design.Basics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .36 Contents Lecture Ready 3: Answer Key � Contents #608014 (OUP) Lecture Ready 3 Answer Key p.�#608014 (OUP) Lecture Ready 3 Answer Key p.� � Lecture Ready 3: Answer Key Answer Key Exercise � (p. 5) Answers vary Exercise 3 (p. 5) Answers vary Exercise 4 (p. 6) Hi,.everyone ..Good.morning ..Last.week,.if. you.remember,.we.discussed.advertising. research—the.different.types,.such.as. motivation.research.and.studies.of.ad. effectiveness,.and.the.rest ..You.should.have. it.in.your.notes ..Well,.this.week,.we’re.going. to.talk.about. product.research ..There.are. a.few.different.types,.and.we.won’t.go.into. them.all,.but.I’ll.be.covering.two.areas.that.are. the.most.popular—new.product.research,.to. see.if.people.are.interested.in.a.new.product. that’s.being.planned,.and.competitive.product. studies,.products.that.compete.with.the. product.your.company.sells ..The.second.one. will.be.really.useful.for.your.final.class.project . Exercise 5 (p. 6) Also see transcript on page 17 of this booklet. . 1 .. Topic.lecture.language:.In.today’s.class.we’ll. focus.on. .. .. . . . Topic:.questions . . Plan.lecture.language:.I’ll.be.covering.two. areas. .. .. .. . . Plan:.explain.different.question.types;. discuss.what.types.of.questions.work.best. with.each.kind.of.research . 2 .. Topic.lecture.language:.What.I.want.to. discuss.today.is. .. .. . . . Topic:.the.role.of.product.image.in. advertising . . . Plan.lecture.language:.First,.we’ll.look.. at. .. .. ..,.then.we’ll.move.on.to. .. .. .. . . Plan:.product.images.in.ads;.how.product. image.connects.to.the.target.market . 3 .. Topic.lecture.language:.I’ll.give.you.an. overview.of. .. .. . . . Topic:.world.brands . . Plan.lecture.language:.We’ll.start.out.. with. .. .. ..,.then.look.at. .. .. . ChaptEr � New Trends in Marketing Research Build Background Knowledge Exercise � (p. �) Answers vary Exercise 3 (p. 4) . 1 .. Companies.use.information.about.how. people.make.buying.decisions.to.create. advertising.and.to.design.(and.redesign). products.and.services . . 2 .. “Open-ended”.questions.have.many. possible.answers ..Focus.group.discussion. leaders.ask.these.types.of.questions.to. get.more.information.and.hear.ideas.they. might.not.think.to.ask.about . . 3 .. Sometimes.participants.in.focus.groups. don’t.tell.the.truth.to.seem.more. likeable.and.avoid.embarrassment ..Also,. unconscious.emotional.needs.are.the.reason. for.some.opinions . Exercise 4 (p. 4) . 1 .. f . 2 .. g . 3 .. h . 4 .. e . 5 .. c . 6 .. d . 7 .. i . 8 .. a . 9 .. b Exercise 5 (p. 4) Answers vary Exercise 6 (p. 4) Answers vary Prepare to Listen and Take Notes Exercise � (p. 5) Answers vary #608014 (OUP) Lecture Ready 3 Answer Key p.3 . . Plan:.reasons.for.using;.examples.of. successful.companies Exercise 6 (p. 7) Answers vary Exercise 7 (p. 7) Answers vary Possible answers are: . Marketing.strategies.&.activities . . Two.parts . . Product . . . Choose.product,.service,.or.idea . . . Determine.target.market . . Pricing . . . Low.enough.to.sell . . . High.enough.to.make.a.profit Listen and Take Notes Exercise � (p. 8) Answers vary Exercise � (p. 8) Answers vary Also see transcript on page 17 of this booklet. Exercise 3 (p. 9) Answers vary Exercise 4 (p. 9) . 1 .. Neuromarketing.is.different.because. it.studies.the.unconscious.reactions.to. products.and.advertising . . 2 .. Researchers.can.determine.what.type.of. reaction.a.person.is.having.while.looking. at.an.advertisement.or.product.by.knowing. what.part.of.the.brain.is.affected . . 3 .. In.the.blind.taste.test,.the.results.were. equal ..When.the.brand.names.were.given,. 75%.preferred.Coke.over.Pepsi . . 4 .. They.worry.because.neuromarketing.could. be.used.to.unconsciously.influence.people . Exercise 5 (p. 9) Answers vary Discuss the Issues All answers vary ChaptEr � Business Ethics Build Background Knowledge Exercise � (p. ��) Answers vary Exercise 3 (p. �4) . 1 .. Enron.grew.quickly.to.become.the.world’s. largest.energy.trader ..It.became.very. profitable,.employing.21,000.people.and. making.sales.of.over.$100.billion . . 2 .. Enron.collapsed.because.the.company’s. executives.made.bad.investments.and. borrowed.millions.of.dollars.to.cover.their. losses ..Enron.executives.started.to.sell.their. own.stocks,.then.investors.also.sold.their. stocks,.and.the.company.went.bankrupt . . 3 .. The.public.awareness.of.the.importance.of. business.ethics.increased.and.prompted. a.demand.for.greater.responsibility.in. business.leaders . Exercise 4 (p. �4) . 1 .. c . 2 .. b . 3 .. d . 4 .. g . 5 .. f . 6 .. a . 7 .. h . 8 .. e Exercise 5 (p. �4) b Exercise 6 (p. �4) Answers vary Exercise 7 (p. �4) Answers vary Prepare to Listen and Take Notes Exercise � (p. �5) Answers vary Lecture Ready 3: Answer Key 3 #608014 (OUP) Lecture Ready 3 Answer Key p.4 Exercise � (p. �5) One.effect.of.the.Enron.scandal.and.other.cases. of.corporate.crime.in.the.U .S ..was.the.passing. of.the.Sarbanes-Oxley.Act ..Let’s.start.by.looking. at.the.aim.of.this.law ..Basically,.the.goal.of. Sarbanes-Oxley.is.to.improve.the.accountability. of.corporate.executives.to.shareholders.and.to. improve.confidence.in.American.companies .. Now,.let’s.take.a.look.at.some.of.its.requirements .. One.requirement.is.that.companies.establish. independent.audit.committees—independent. accountants.who.are.required.to.report.honestly. about.company.finances ..If.you.remember,. accounting.was.a.big.problem.in.the.Enron.case .. It.also.prohibits.companies.from.making.loans. to.their.executives ..On.top.of.that,.it.protects. whistleblowers—employees.who.report.fraud. within.the.company ..Okay,.so.now.that.we.know. what.Sarbanes-Oxley.entails,.I’d.like.to.talk.about. the.effect.it’s.had.on.businesses ..Many.people. agree.that.new.regulations.were.necessary,.but.a. lot.of.businesses.have.complained.that.Sarbanes- Oxley.is.just.too.expensive.to.implement . Exercise 3 (p. �6) . 1 .. F . 2 .. T . 3 .. F Exercise 4 (p. �6) Also see transcript on page 19 of this booklet. . 1 .. New.idea.lecture.language:.First.we’re. going.to.look.at. .. .. . . . New.idea:.the.behavior.of.men.and.women. in.the.workplace . 2 .. Transition.lecture.language:.Let’s.take.a. look.at. .. .. . . . New.idea:.some.statistics . 3 .. Transition.lecture.language:.Next,.let’s.look. at. .. .. . . . New.idea:.some.statistics.involving. corporate.crimes . 4 .. Transition.lecture.language:.Okay,.so.what. does.this.all.mean?.Are.women.just.as. corrupt.as.men? . . New.idea:.Maybe.not ..Men.actually.commit. more.crimes.than.women.in.the.workplace . . 5 .. Transition.lecture.language:.OK,.so.what. does.all.of.this.mean?.Are.women.just.as. corrupt.as.men? . . New.idea:.Maybe.not ..If.we.look.at. .. .. . Exercise 5 (p. �7) Answers vary Exercise 6 (p. �7) Answers vary Possible answers are: biz. business. emp’ee. employee exec. executive. emp. employer mgr. manager. ind. independent corp. corporation. co. company Exercise 7 (p. �7) Answers vary Listen and Take Notes Exercise � (p. �8) Answers vary Exercise � (p. �8) Answers vary Also see transcript on page 19 of this booklet. Exercise 3 (p. �9) Answers vary Exercise 4 (p. �9) Answers vary . 1 .. The.goal.of.business.ethics.is.to.give.employees. a.sense.of.how.to.behave.responsibly . . 2 .. There.is.the.impact.on.employees.and. shareholders.who.lose.their.jobs.and. investments.when.companies.go.bankrupt .. There.is.also.the.impact.on.the.whole. economy.when.people.are.not.willing.to. invest.their.money . . 3 .. Companies.that.are.known.for.their.integrity. attract.better.employees ..Employees.who. think.their.companies.are.ethical.are.more. satisfied.in.their.work,.feel.more.valued,.and. are.more.productive.at.work . . 4 .. Develop.an.ethics.program,.including.a. written.code.of.ethics ..Train.employees.in. how.to.follow.their.code ..Survey.employees. about.how.well.the.company.is.following. the.code ..Teach.ethics.in.business.schools . Exercise 5 (p. �9) Answers vary Exercise 6 (p. �9) Answers vary Discuss the Issues All answers vary 4 Lecture Ready 3: Answer Key #608014 (OUP) Lecture Ready 3 Answer Key p.� ChaptEr 3 Trends in Children’s Media Use Build Background Knowledge Exercise � (p. �4) Answers vary Exercise 3 (p. �6) . 1 .. T . 2 .. F . 3 .. F Exercise 4 (p. �6) . 1 .. a . 2 .. h . 3 .. d . 4 .. f . 5 .. c . 6 .. b . 7 .. e . 8 .. g Exercise 5 (p. �6) a Exercise 6 (p. �6) Answers vary Exercise 7 (p. �6) Answers vary Prepare to Listen and Take Notes Exercise � (p. �7) Answers vary Exercise � (p. �7) Answers vary Exercise 3 (p. �7) Excerpt 1 There.seems.to.be.a.connection.between. emotions.and.media.use ..Children.who.are. unhappy.use.media.more ..Let.me.back.this.up. with.some.findings ..One.study.showed.that.the. 18%.of.the.young.people.who.scored.lowest.on. the.happiness.scale,. .. .. ..they.were.the.students. who.reported.themselves.to.be.the.least.happy,. .. .. ..they.spent.more.time.using.media.than. their.happier.peers . Excerpt 2 Only.5%.of.young.people.said.that.their. parents.had.rules.about.the.type.of.video. games.they.can.play ..Even.though.there.has. been.a.lot.of.public.controversy.in.the.media. about.video.game.content,. .. .. ..especially. violence.in.video.games,. .. .. ..this.leads.us. to.believe.that.this.issue.is.not.of.great. importance.to.parents . Exercise 4 (p. �8) 1 .. T 2 .. F 3 .. T Exercise 5 (p. �8) Also see transcript on page 21 of this booklet. . 1 .. Lecture.language:.What.can.we.infer.from. this?. .. .. . . . Generalization:.We.are.less.efficient.when. we.multitask.than.when.we.focus.on.one. activity.at.a.time . . 2 .. Lecture.language:.This.demonstrates.. that. .. .. .. . . Generalization:.When.we.multitask,.we.use. our.brains.less.efficiently . . 3 .. Lecture.language:.I.hope.you.can.see. .. .. .. . . Generalization:.You.need.strong. multitasking.skills.to.succeed.in.today’s. business.world . . 4 .. Lecture.language:.Let.me.back.this.up.with. a.story. .. .. . . . Support.for.generalization:.Dave.arrives. at.work.early.before.people.arrive,.the. telephone.starts.ringing,.and.emails.start. arriving . Exercise 6 (p. �9) Answers vary Exercise 7 (p. �9) Answers vary Listen and Take Notes Exercise � (p. 30) Answers vary Exercise � (p. 30) Answers vary Also see transcript on page 21 of this booklet. Lecture Ready 3: Answer Key 5 #608014 (OUP) Lecture Ready 3 Answer Key p.6 Exercise 3 (p. 3�) Answers vary Exercise 4 (p. 3�) . 1 .. Media.technology.is.cheaper.and.more. people.can.own.it ..Media.technology.is.also. more.portable ..And.there.are.more.ways.of. accessing.media.and.more.choices . . 2 .. Because.children.have.8 .5.hours.of.total. exposure,.but.only.spend.6 .5.hours.with. media,.which.means.they.are.using.more. than.one.type.at.a.time . . 3 .. She.will.watch.more.television.and.she.will. be.less.supervised . . 4 .. Negative.effects.include.lower.test.scores,. attention.spans,.and.reading.less ..Positive. effects.include.better.multitasking.skills,. confidence.with.media.tools,.and.being. more.prepared.for.a.media-rich.world . Exercise 5 (p. 3�) Answers vary Exercise 6 (p. 3�) Answers vary Discuss the Issues All answers vary ChaptEr 4 The Changing Music Industry Build Background Knowledge Exercise � (p. 34) Answers vary Exercise 3 (p. 36) . 1 .. Copyright.law.was.created.for.books,. paintings,.etc ..It.does.not.address.the.issues. of.new.media . . 2 .. They.feel.copyright.laws.should.be.strong .. They.believe.anyone.who.has.a.copy.of.a. song.should.pay.for.it.and.they.support.the. use.of.security.to.restrict.file.sharing ..This. is.because.they.feel.they.should.be.able.to. earn.money.from.the.products.they.create . . 3 .. Strong.security.devices.restrict.the.flow. of.information.and.limit.technological. development.and.innovation . Exercise 4 (p. 36) . 1 .. f . 2 .. h . 3 .. g . 4 .. e . 5 .. b . 6 .. a . 7 .. c . 8 .. d Exercise 5 (p. 36) b Exercise 6 (p. 36) Answers vary Exercise 7 (p. 36) Answers vary Prepare to Listen and Take Notes Exercise � (p. 37) Answers vary Exercise � (p. 37) Answers vary Exercise 3 (p. 37) There.have.been.many.legal.battles.between. media.and.technology.companies.in.recent. years ..In.1984,.the.U ..S ..Supreme.Court.decided. that.Sony.was.not.legally.responsible.for.the. illegal.uses.of.the.video.recorder.they.created .. Which.is.to.say,.Sony,.or.any.company,.is.not. to.blame.when.people.use.its.inventions.to. break.the.law,. .. .. ..especially.when.there.are. many.ways.the.invention.can.be.used.legally .. They.said.it.was.true.that.many.people.use.the. video.recorder.to.tape.and.distribute.video. illegally,.but.they.also.use.it.for.activities.that. do.not.violate.copyright.law ..So,.in.other.words,. people.will.use.equipment.for.legal.and.illegal. purposes,.and.the.equipment.maker.has.no. control.over.that . Exercise 4 (p. 38) . 1 .. F . 2 .. T . 3 .. F 6 Lecture Ready 3: Answer Key #608014 (OUP) Lecture Ready 3 Answer Key p.� Exercise 5 (p. 38) Also see transcript on page 23 of this booklet. . 1 .. Lecture.language:.In.other.words,. .. .. . . . Repeated.point:.They.want.LESS.restriction . . 2 .. Lecture.language:.What.I.mean.is. .. .. . . . Repeated.point:.Copyright.was.meant.to. motivate.people.to.create.new.things . . 3 .. Lecture.language:.That.is,. .. .. . . . Repeated.point:.Why.should.the.creator. have.control.for.such.a.long.time? . 4 .. Lecture.language:.What.I’m.saying.is. .. .. .. . . Repeated.point:.As.soon.as.you.create. something,.it’s.protected . . 5 .. Lecture.language:.Let.me.say.that.another.way . . Repeated.point:.Too.much.protection.can. freeze.innovation . Exercise 6 (p. 39) Answers vary Possible answers are: What.exactly.is.copyright? How.much.has.term.of.U .S ..copyright. increased? Which.types.of.companies.are.in.a.legal.battle? What.reasons.does.each.side.give.to.support. their.position? Listen and Take Notes Exercise � (p. 40) Answers vary Exercise � (p. 40) Answers vary Also see transcript on page 23 of this booklet. Exercise 3 (p. 4�) Answers vary Exercise 4 (p. 4�) . 1 .. More.people.have.access.to.tools.to.make. high.quality.recordings.on.their.computers,. and.these.tools.are.relatively.easy.to.use .. Because.of.this,.musicians.no.longer.need. recording.contracts.with.music.companies. to.record.their.music,.so.much.more.music. is.recorded.and.available . . 2 .. In.the.recent.past,.most.people.listened. to.a.limited.number.of.radio.stations.that. could.be.broadcast.in.an.area ..Now,.because. of.satellite.radio.and.the.Internet,.you.can. listen.to.radio.shows.from.all.over.the. world ..It’s.getting.more.common.to.listen. to.music.programs.on.digital.files.that. can.be.downloaded,.rather.than.programs. broadcast.at.specific.times.over.the. airwaves . . 3 .. Music.companies.want.to.restrict.the. Internet.and.technology.more.to.reduce. copyright.infringement.so.that.they.can. make.money.from.the.music.they.create. and.own ..Technology.companies.feel. you.shouldn’t.force.technology.and.the. Internet.to.use.devices.that.also.restrict. the.legal.sharing.of.music ..It’s.impossible. to.completely.stop.file.sharing ..We.should. create.a.new.model.for.paying.musicians.for. their.creations . Exercise 5 (p. 4�) Answers vary Exercise 6 (p. 4�) Answers vary Discuss the Issues All answers vary ChaptEr 5 The Placebo Effect Build Background Knowledge Exercise � (p. 46) Answers vary Exercise 3 (p. 48) . 1 .. By.producing.symptoms.associated.with.the. illness,.the.illness.itself.will.eventually.be. cured . . 2 .. The.classic.way.to.make.homeopathic. remedies.is.to.take.one.grain.of.the.desired. herb.or.plant.and.dilute.it.with.milk,.sugar,. water,.or.alcohol . . 3 .. Because.homeopathic.remedies.often. contain.undetectable.amounts.of.active. ingredients,.most.scientists.say.that.it.is. impossible.to.create.well-designed.studies. of.their.effectiveness ..So.they.can’t.analyze. homeopathy.or.explain.how.it.works . Lecture Ready 3: Answer Key 7 #608014 (OUP) Lecture Ready 3 Answer Key p.8 Exercise 4 (p. 48) . 1 .. f . 2 .