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Science and marketing (1)

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Home > Teaching Business English > Business English Lessons, Advanced Level # 215
Business buzzwords: The best valuator business test printable business worksheets Science and marketing (2)

 All tests  Quiz  FAQ  ESL Forum  Dictionaries Meaning of "ivory towers"
science and marketing answer 1
Gitte Meyer of the Copenhagen Business School notes that during the past decades, swarms of scientists from a wide range of fields have migrated from their ivory towers and descended onto the marketplace, adapting themselves to marketing practices in the process.

Correct answer: (a) ivory towers

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science and marketing answer 2
With surprising ease, science journalism seems to be adapting too; penduling comfortably between old-fashioned enlightenment, aimed at promoting science as a common good, and PR exercises, aimed at selling science on behalf of private interests.

Correct answer: (a) common good

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science and marketing answer 3
This development provides food for thought in more than one sense.

Correct answer: (a) food

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science and marketing answer 4
In one respect, it prompts a critical question regarding conventional science journalism, marked by a lack of distinction vis-vis science popularization: does this kind of science writing in fact differ significantly from marketing practices?

Correct answer: (d) vis-vis

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science and marketing answer 5
At first glance at least, there does not appear to be a big difference — if any at all — between promoting and selling.

Correct answer: (a) glance

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science and marketing answer 6
Moreover, it prompts reflection on what kind of practices journalists, who are committed to enlightenment ideals about the rule of reason — ambiguous as those ideals are — should pursue in modern societies in order to keep the ideals alive.

Correct answer: (c) reflection

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science and marketing answer 7
Should they stick to conventions and simply continue to promote or to sell science?

Correct answer: (d) stick

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science and marketing answer 8
Or should they acknowledge that to promote what is seen, navely perhaps, but nevertheless as a general benefit, is a far cry from selling the same thing, in much the same way, on behalf of vested interests?

Correct answer: (a) cry

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science and marketing answer 9
The fundamental convention of science journalism is the convention of science transmission; that is, the prescription that journalists should relate to science by way of transporting scientific facts from scientists to a lay public for consumption.

Correct answer: (d) prescription

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science and marketing answer 10
The convention also contains the proscription that journalists should not interfere in any way with the scientific facts.

Correct answer: (d) proscription

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