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9.1InnovationVOCABULARYDescribingproducts1Doyouagreewiththisquotation?‘Whentheproductisright,youdon’thavetobeagreatmarker.’LeeIacocca,formerCEOofChrysler2Lookatthepicturesbelow.Describethem,usingthewordsinthebox.bulkyfaststate-of-the-artpoorold-fashionedbasicunwieldyefficientdependableinexpensivesmalltime-consumingpracticedinnovativeup-marketcleverunoriginalerraticover-pricedimpracticalNowcompletethetableusingthewordsinthebox.PositivequalitySimilarqualityNegativequality1afunctionaltoolpractical2anearsolutionunwieldy3amoderndesign4avalue-for-moneyproduct5areliablemachine_erratic6aprofessionalserviceefficient7arevolutionaryideaunoriginal8aquickprocess9aluxuryproduct10acompactpieceofequipment3Choosesixitemsfromthetableandthinkofexamplesfromyourownexperienceforeachone.Deleting‘spam’fromyouremailinboxisatime-consumingprocess.Marketresearch49.1Listentothisexampleofatelemarketingcall.Whatisthemarketertryingtofindout?5Workwithapartnerandactoutsimilarconversations.Usethelistbelowandaddtwomorebrandsofyourown.BrandFirst-handexperiencePositiveimpressionNegativeimpressionDellComputerGoogleMercedesBenzThePostOfficeGRAMMARCollocations:verb+preposition6Lookattheseexpressionsusedtodescribeanewproduct.Putthecorrectprepositionineachgap.0Itisdesignedtowithstandhigh5Itwillappeal_______students.temperatures.6Itcomplies_________industry1Itretails________$20.standards.2Itconsists_______twomainparts.7Itissoldmainly________hardware3Itcomes________twodifferentsizesstores.4Itisaimed________theyouthmarket.8Itruns______mainselectricity.7Thinkofaproductandusefourorfiveoftheexpressionsintheexercise6todescribeit.Seeifyourpartnercanguesswhattheproductisfromthesestatements.Theyretailatabout$40.Theycomeinarangeofsizesandcolours.Theyareaimedattheyouthmarketmainly,althoughsomeolderpeoplewearthemtoo.Theyaresoldinsports.Theyaredesignedtobelightandcomfortable.(Answer:trainingshoes)LISTENINGAproductpresentation89.2YouworkforGreenscope,acompanythatmakesgardeningproducts.Youwillhearoneofyourcolleagues,aproductmanager,presentingaproducthethinkswillrevolutioniseyourbusiness.Thefirsttimeyoulisten,completethenotes.1Nameofproduct:______________________2Function:__________________________3Targetmarket:_________________________4Retailprice:_______________________99.2Listenagainandanswerthequestionsbelow.1Whatkindofproductswouldheprefertosell?ALuxuryproducts.BBasicproducts.CProductswhichfulfilarealneed.2Howdidtheinventorgettheidea?AHekeptover-wateringhisplants.BHehadno-onetocareforhisplantswhenhewasaway.CHisapartmentwasn’tagoodplaceforgrowingplants.3HowhavetheR&Ddepartmentimprovedtheoriginalidea?AIthasabiggercapacity.BItcanbeprogrammertowaterplantsmoreprecisely.CItcomeswithdetailedplantcareinstructions.4WhichmarketwillPlant-carerbetargetedat?AThegeneralpublic.BAmateurgardeners.CProfessionalgardeners.5Whatdoeshethinkisthesignificanceofthisproducttothecompany?AItwillbeassuccessfulastheiPodwas.BItwillhelpthemthroughaperiodofchange.CItwillgivethecompanyabigboost.READING1Whichofthesestatementsaboutinnovationdoyouagreewith?1‘Innovationcomesfromtheproducer–notfromthecustomer’.W.EdwardsDeming,businessadvisorandauthor2‘Unlesswe’reintouchwithourcustomers,ourmodelofthewordcandivergefromreality.There’snosubstituteforinnovation,ofcourse,butinnovationisnosubstituteforbeingintouch,either’.SteveBallmer,CEOMicrosoft2Takefiveminutestoreadthearticleoninnovation,onpage89,takenfromabusinessnewspaper.Istheauthorsayingcompaniesshouldspendlessonresearchanddevelopment(R&D)?ExamSuccessReadthestatementsquicklyfirstbeforereadingthearticle.Itwillincreaseyourcuriosityaboutthecontentofthearticle.3Studythearticleagainandanswerthesequestions.●Whichparagraph(A,B,C,DorE)doeseachstatement(1-8)referto?●Nexttoeachstatementmarkoneletter(A,B,C,DorE).●Youwillneedtousesomeoftheselettersmorethanonce.1Youhavetobesureyourinnovationwilllastandcangoondifferentiatingyouroffer.2Youcaninnovatewithservicesandbusinessprocessesaswellaswithproducts.3Managersarewrongtoseeinnovationastheanswertobusinessgrowth.4Innovationsareonlysuccessfulifconsumerslikethem.5Companieswhostarttoinnovatemustbebraveenoughtogoalltheway.6Youcan’tmeasurethesuccessofacompany’sinnovationsbyitsR&Dexpenditure.7Companiesinnovatebecausetheywanttodosomethingdifferentfromtheircompetitors.8Thereisnofixedamountyoushouldspendoninnovationinordertobecompetitive.4Findthesephrasalverbsinthetext.Thenmatcheachwithadefinition(A-E).1tocomeupwithAtofinishthejob2tokeepupwithBtothinkof3toseesomethingthroughCtoadopt/tobegintouse4totakesomethingupDtostayatthesamelevelas5tostanduptoEtobeabletoresist5Workwithapartnerandanswerthesequestions.1Haveyouevercomeupwithanideaforanewproductorservice?2Doyoukeepupwithdevelopmentsincomputingandtelecommunicationstechnology?3Isthereaprojectyouhaveundertakenthatyoua)haveandb)haven’tseenthroughtotheend?4Doyousometimesfinditdifficulttostanduptopeoplewhentheypressureonyou?5Haveyoutakenupanynewhobbiesorinterestsinthelastthreeyears?Don’twasteyourmoneyoninnovation○AGeneralMotorshasinvestedmoremoneyinresearchandevelopment(R&D)projec