market_leader_3e_-_intermediate_-_course_book (852196), страница 36
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Nmore. It scems the club they sponsor is :'Isking for too much money.J buying the genuine product or an illegal copy? Basically, I wantvalue for money - I won't pay inflated prices for a name, a fancy logoCOl TRACK 2 (I = INTERVIEWER, CC CHRIS CLEAVER)IWhat arc the qualities of a really good brand?CC Strong brands - really, you know, brands that you would say have,=Joy, we know our client doesn't w:'lnt to be linked to football any=INTERVIEWER, CC=CHRIS CLEAVER)that'll mean high prices and a strong message that our luggage isCan you give us an example of a brand you have helped?(( One I can think of is Nokia. Nokia is, you know, a well-known brand,um, it's by far the biggest mobile phone manufacturer - I think it hasabout a third of the market, so it's way bigger than anybody else. It'shigh quality and great value for money.CTachieve high-volume sales.
To do that, we'll need to look carefullyin a W:'ly, so for many people, particularly people of my gencf:ltion,at our manufacturing costs. So, it's probably time we stoppedNokia equals mobile phones. We've helped them in a couple ofthat's expanded hugely in terms of what it offers, we helped themwith, er, the qucstion of what is it that Nokia is about, and how docs152I don't agree at all. I just don't think Ruth's right. I think weshould go downmarket, sell at very competitive prices, and aim toalso been, urn, in the market - it was, kind of invented the marketimportant ways. Firstly, um, in a market that's changed and a brandMmm, that makes sense to me. Tom, what do you think?manufacturing in the US.
The costs are just too high.C111al1ks, Tom, that's an interesting point of view. I think we all feelthat we need to position Hudson right in European markets. Should we goupmarket or downmarket? "nlats an important decision we'll ha\'e to make.AUDIO SCRIPTSR/D/T Yeah. True.e1 think . . . technology is still a hot topic as is, lim, the obviouslyMy feeling, too, is we may need to increase the range of our productselwironmental policies because that really is, um, is obviously still aand stretch our brand, put it on other products - the right products,buzzword) so to speak.
We went through, um, healthy eating, we'veof course, ones that fit with our brand image. We certainly needgone through b'Ymnasiums in hotels and the like, and now reallysome new thinking ifwe're going to succeed in Europe. And ourthere's such a huge foclls on, um, on the likes of the environment - soconsultants, European Marketing, will have plenty of advice for us,whether it be water conservation, low-energy lighting in bedrooms,I've no doubt.um, and the likes thereof, that, that kind of thing. Urn, but obViouslyit's high-speed Internet, it's television on demand, it's, urn, lower-costtelephone calls from the rooms, because obviously people now travelU N IT 2 TRAVELwith BlackBerry and with mobile phones, so they're not actuallyCOl TRACK 71 What I really don't like is the way airlines treat people on the plane.'There arc far too many scats on most planes, so there's not enoughlegroom, and I'm not even particularly tall! J always try and get theseats near the emergency exit for that reason - you get much moreroom.
Aha, the poor-quality food and drink you get on airlinesannoys me. It's aU so processed and packaged, I just can't cat it. Iprefer trains!2I like flying, but I really don't enjoy being at airports. 'Things like longqueues at check-in irritate me. Also, when I have a lot ofluggage andthere arc no baggage trolleys around, it's really inconvenient.
What'seven more frustrating is when I do find a trolley and then see that thedeparture board is full of flight delays and canceilatiol1s.3haVing to usc hotel telephone services - um, and these arc the waysforward for hotels.COl TRACK 12 (R RECEPTIONIST, IN = JENNIFER NORTH,CV = CRISTINA VERDI)R Good morning, 111e Fashion House. How can I help you?I N 111is isJennifer North here. Could you put me through to extension=4891, please?RCVINCVINI don't like the attitude of the airlines, and J'm sorry, they're all thesame.
They seem to treat passengers like just another piece ofluggageto be moved around the world, They seem to forget that we'repeople. For example, they overbook scats and just expect people tobe able to get the next flight if their flight is full. What I really hate,though, is jet lag. It's a big problem for me, as I travel a lot to the FarEast on business,COl TRACK 8My last overseas business trip was a nightmare from start to finish.First of all, there was a delay on the way to the airport, as there wasan accident on the freeway. When 1 got there, I found the lower levelof the airport parking lot was flooded. Next, my carry-on baggagewas too big and heavy, so I had to check it in.
When we arrived, thesubway was closed, and there were no cabs at all. After a long timetrying to figure out the schedule and waiting in line for 40 minutes,we finally got a bus downtown and found the hotel. Then there wasCOl TRACK 9 (I INTERVIEWER, 55 SHOLTO SMITH)I'<Vhat arc the main needs of business travellers, and how do your==hotels meet them?problem at all. What about two o'clock? Is that OK?JN Perfect. 111anks very much. It'll be great to sec you again. We'll haveplenty to talk about.CV 111at's for sure. Sec you next week, then.I N R;ght.
Bye.CV Bye then.COl TRACK 13 (R RECEPTIONIST, IN =JENNIFER NORTH)R Good morning, 'The Fashion House. How may I help you?IN I'd like to speak to Cristina Verdi, extension 4891, please.R 111ank you. Who's calling, please?I N It's Jennifer North from Madison.R 111ank you. I'm putting you through . . . Hello, I'm afraid she's=engaged at the moment. Will you hold or can I put you through toher voicemail?IN Urn, would you be able to take a message for me, please? I'm in a bitof a hurry.R Yes, certainly.I N 111e thing is, I should be meeting lv1s Verdi at 2 p.m., but something'scome up. My plane was delayed, and I've got to reschedule myappointments. if pOSSible, I'd like to meet her tomorrow, preferably in theum subway underground networks, close to the airport, um, andthey're staying in the hotel.
Urn, technology is :1.lso a key feature, andnowadays it's expected because obviously people have, um, greatmorning. Could she call me back here at the hotel, please, to confiml?R Certainly, what's the number?IN It's 020 7855 3 8 1 4, and I'm in Room 6 1 1 . I'll be leaVing the hotelsoon, so if she can't call me back within the next half an hour, I'll calltechnology at home and therefore ifit's also available in a hotel, that'salso, um, a key feature. Um, Internet, a business centre, um, obviouslytranslation services and that kind of faCility is also, is paramount, andguests also expect an area where they can, er, go to a gymnasium,they can exercise, um, and also that kind of thing.
These would be theFine, thanks. I'm calling because I'll be in London next week and I'dCV Great. What day would suit you? I'm fairly free next week, I think.I N How about Wednesday? In the afternoon? Could you make it then?CV Let me look now. Er, let me check the diary. Yes, that'd be no55 A key point would be the location of our hotels, um) good links withobviously close to an oAice that the guest h'ould be working in whileHi, Jennifer, how arc things?new collection.a problem with our room reservation and, would you believe it, theelevator wasn't working, and our rooms were on the fifth floor.Helio, Cristina Verdi speaking.Helio, Cristina.
It's Jennifer North from Madison in New York.like to make an appointment to see you. I want to tell you about ourI must be really unlucky because it seems I'm always a victim of lostor delayed luggage. It usually turns up, but never with an apology.Certainly. Putting you through now.her again this morning.
Is that OK?R Right, I've got that. I'll make sure she gets the message.IN Thanks for your help. Goodbye.R Thank you. Goodbye.U N IT 3 CHANGEkey features.COl TRACK 10 (I = INTERVIEWER, 55 = SHOLTO SMITH)IAnd how have rising travel costs affected the hotel business?COl TRACK 14 (I = INTERVIEWER, A D = ANNE DEERING)55 Er, they have aA'ected business, but it's made the hotels more savvyAD The I:\vo important things to take into account when advisingin that they arc being more competitive and looking at ways ofIbusinesses is, first of all, help them understand what docs success lookadding value to the guests' stay, and that can take in anything from,like - what arc they going to change, how arc they going to measureum, including breakfast, urn, on a daily basis, membership to, to thethat change, and how will they know they've been successful?health club, er, including newspapers or pOSSibly looking at, um, youAnd I think the second key point is to make sure people are fullyknow, transportation to and from the airport, a shuttle service to theengaged in the change, that they feel this is something they arc doinglocal department store or a shuttle service to the offices in whichthe client, um, works in, urn and that kind of, that value-add benefit,as opposed to just directly dropping the rate, which reall), doesn'tbenefit either party.COl TRACK 11 (I = INTERVIEWER, SS SHOLTO SM ITH)I\'\'hat future developments do yOll foresee in the business travel=market?55 Future developments in the business travel market?How do you advise businesses which arc planning to change?for themselves and not something which is being done to them.COl TRACKI15(I = INTERVIEWER, AD=ANNE DEERING)What are the typical problems that businesses face when they'regoing through change?AD Change is a very dillicult process.
111ere arc many problems, but Iwould say the two, perhaps most important, ones are, first of all, whatwe think of as change fatigue. Organisations have often faced waveafter wave of change, programme after programme. Organisations153AUDIO SCRIPTSbecome very C)'nical about programmes' ability to deliver rcal changeand change that's sustained over time, so it can be very hard to bringpeople along and create passion, enthusiasm around change whenthey've seen it again and again.And the second big area that I sec is the ability to get leaders engagedand aligned around the change, so that leadership speaks with onevoice, leadership provides a role model for the organisation, andvery importantly, helps the organisation stay focused on the changethroughout what is sometimes a long and difllcult process.(01 TRACK16(I=INTERVIEWER, AD=COl TRACK 18 (I INTERVIEWER, S H SCOTT HENDERSON)IFirst of all, Mr Henderson, what was your main reason for the=acquisition?SH 'Ncll, it'll benefit our group in many ways.
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