[00:00.00]Narrator: Listen to a conversation between a student and a business professor.
[00:07.25]FEMALE PROFESSOR: So, Richard … what's up?
[00:09.14]MALE STUDENT: Well, I know we have a test coming up on chapters . . . uh . . .
[00:13.69]FEMALE PROFESSOR: Chapters 3 and 4 from your textbook …
[00:15.93]MALE STUDENT: Right...3 and 4. [00:17.37]Well, I, uh...I didn't get something you said in class Monday.
[00:21.08]FEMALE PROFESSOR: Alright, [00:21.97]do you remember what it was about?
[00:23.53]MALE STUDENT: Yeah, you were talking about a gym...a health club, where people can go to exercise … that kind of thing.
[00:29.14]FEMALE PROFESSOR: OK. But the health-club model is actually from chapter 5, so . . .
[00:33.62]MALE STUDENT: Uh, chapter 5?[00:34.77] Oh, so it's not... OK, but I guess I still want to try to under—…
[00:38.69]FEMALE PROFESSOR: Of course. [00:39.95]Well, I was talking about an issue in strategic marketing. Um, the health-club model, um… I mean, with a health club, you might think they would have trouble attracting customers, right?
[00:51.84]MALE STUDENT: Well, I know when I pass by a health club and I see all those people working out... [00:55.80]exercising … [00:56.95]I’d just as soon walk on by!
[00:58.45]FEMALE PROFESSOR: Yeah, there's that, [00:59.85]plus... lots of people have exercise equipment at home, or they can play sports with their friends, right?
[01:06.21]MALE STUDENT: Sure.
[01:06.90]FEMALE PROFESSOR: But nowadays, in spite of all that, and expensive membership fees, health clubs are hugely popular. So, how come?
[01:15.62]MALE STUDENT: I guess that’s what I didn't understand.
[01:24.90]That means better exercise equipment, high-end stuff. Um, and... classes... exercise classes, maybe aerobics...
[01:34.30]MALE STUDENT: I'm not sure if I... oh, OK,I get it.. . Yeah. [1:38.64]And you know, another thing is, I think people probably feel good about themselves when they're at the gym. [01:43.68]And they can meet new people, socialize...
[01:45.77]FEMALE PROFESSOR: Right. So, health clubs offer high-quality facilities, [01:50.04]and also, they sell an image... about people having more fun, relating better to others, and improving their own lives, if they become members.
[01:59.02]MALE STUDENT: Sure. That makes sense.
[02:00.27]FEMALE PROFESSOR: Well then, uh, can you think of another business or organization that could benefit from doing this?
[02:05.75]MALE STUDENT: Um.
[02:07.06]FEMALE PROFESSOR: Think about an important building on campus here, something everyone uses . .. a major source of... information.
[02:16.05]MALE STUDENT: You mean like, an administrative building?
[02:18.97]FEMALE PROFESSOR: Well, that's not what I had in mi—
[02:21.77]MALE STUDENT: Oh! You mean the library?
[02:23.39]FEMALE PROFESSOR: Exactly. Libraries. [02:26.00]Imagine public libraries.... They're an information resource for the whole community, right?
[02:31.04]MALE STUDENT: Well, they can be, but... now, with the Internet, and big bookstores, you can probably get what you need without going to a library.
[02:39.48]FEMALE PROFESSOR: That's true. [02:40.58]So, if you were the director of a public library, what would you do about that?
[02:44.96]MALE STUDENT: To get more people to stop in? [02:46.79]Well, like you said, better equipment. Maybe a super-fast Internet connection. And not just a good variety of books, but also, like, nice, comfortable areas where people can read and do research. [02:58.81]Things that make them want to come to the library, and stay.
[03:01.37]FEMALE PROFESSOR: Great.
[03:02.36]MALE STUDENT: Oh, and... maybe have authors come and do some readings? Or, I don't know.. . special presentations. [03:09.00]Something people couldn't get at home.
[03:10.67]FEMALE PROFESSOR: Now you're getting it.
[03:12.14]MALE STUDENT: Thanks, Professor Wilkins. I think so too.
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