听力音频：
L1
讲座
1. What is the main purpose of the lecture?
To discuss new research in a specialized area of marketing psychology
To examine several forms of a particular business strategy
To explore different ways that manufacturers can improve their products
To propose possible alternatives to a controversial marketing policy
2. According to the professor, what did some manufacturing executives in the 1950s believe?
Advances in technology were a threat to their business
Planned obsolescence would work best as a temporary business strategy.
Products should be designed to last a long time.
Consumers were unwilling to pay for high-quality goods.
3. What point does the professor make about planned obsolescence when she gives the example of an expensive shirt?
Some products wear out before becoming obsolete.
Expensive products often become obsolete more quickly than cheaper ones. Obsolescence as a business strategy originated in the clothing industry.
Obsolescence is an unavoidable feature of any product.
4. Why does the professor ask a student about features of his mobile phone?
To get an example of obsolescence of desirability
To elaborate on the notion of obsolescence of quality
To point out that certain products become obsolete quickly
To introduce the concept of obsolescence of function
5. What reason does the student give for her parents’ decision to replace their kitchen cabinets?
They were out of style.
They were poorly designed.
They were too small
They needed expensive repairs
6. Why does the professor say this:
To argue that some manufacturers do not understand obsolescence of function
To acknowledge a point made by defenders of planned obsolescence
To criticize the practice of designing new products that rely on old technology
To suggest that people should avoid buying products that might quickly become obsolete
