Market Leader Intermediate 3rd edition SB
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AUDIO SCRIPTS<br />
E<br />
E<br />
E<br />
E<br />
That's good news. So how much money is needed to put it 011 the<br />
market, and what's the timescale?<br />
Well, that's the problem. It'll cost about 100 million dollars to develop<br />
the e1mg, and it'll probably take 10 years or so to bring it to the market.<br />
M.mm, that's a lot of money to invest. Is it worth it?<br />
Well, that's the question. Should we spend that amount on a drug<br />
which will certainly help our image but may not make LIS much<br />
money? I mean, most of the people suffering from the disease probably<br />
won't have enough money to pay a realistic price fo r the drug.<br />
1 sec. So the question is ... should we spend time, money and<br />
resources on a drug which may not make us much money? or<br />
course, we'll probably get some financial help in the beginning - a<br />
subsidy of some kind - but de\ '<br />
eloping the drug is bound to require a<br />
huge investment on our part.<br />
Yes, that's the problem. And remember, we're not a charity. -nle<br />
bottom line is, we're in business to make money.<br />
Exactly. Anyway, we'll be hearing more about this one, because ( see<br />
it's the first item on the agenda for next week's management meeting.<br />
Let's sec what the others have to say about it.<br />
UNIT 11 LEADERSHIP<br />
C02 TRACK 32 (I = INTERVIEWER, EJ = ELIZABETH JACKSON)<br />
I What arc the qualities of a good business leader?<br />
EJ I'm going to highlight five, um, areas which I think arc important,<br />
and I don't think that they are as complicated as many people<br />
believe. 'TI,e first that I would highlight is, crill, a sense of direction.<br />
A business leader needs to kn ow where they're planning to go to and<br />
how they're planning to get there. The second point I would want<br />
to highlight is courage. Vou need to have the courage to understand,<br />
um, when to make the right decision and how to, to push yourself<br />
forward - otherwise indecisiveness floods in.<br />
Thirdly, communication, um, because without that, you have no ability<br />
to take people with you, um, and there's no point at all in plotting a<br />
course, arriving there and finding that you've left the troops behind.<br />
The next point that I would highlight is respect. The communication<br />
with the people that you are, Ulll, working with and the respect that<br />
you have, whether those arc people within the top level of individuals<br />
or indeed other people lower down within the organisation, is very<br />
important in order to take people with you and to carry everything<br />
through.<br />
The last point that I would highlight is emotional intelligence,<br />
and that's the sensitivity that you have with the people around<br />
you. So that you arc able to, um, understand where they arc in the<br />
organisation, how they behave in the way that they do within the<br />
organisation, and yet have the, lim, the coldness of head to be able to<br />
bring the shutters down if you need to.<br />
C02 TRACK 33 (I = INTERVIEWER, EJ = ELIZABETH JACKSON)<br />
I Do YOll think great business leaders arc born or made?<br />
EI<br />
We ll, there's a, um, ... It's a very big question, that. Er, there is plenty of<br />
evidence to suggest that there arc natural born leaders in life. And yet<br />
equally, there is, UIll, there's a lot of evidence to suggest that one can learn<br />
a great number of those skills. What [ would say is that, when um, you're<br />
competing a!,rainst a natural born leader, the person who has acquired<br />
the skills will, [ think, fail every time. And the things that a natural born<br />
leader possesses, con, are things like charisma, intelligence, the ability to<br />
influence other people - those arc very difficult skills to learn. VIll, and I<br />
think it's perhaps interesting as an anecdote to say that I believe 20 of the<br />
first 23 astronauts in America were all first born. Now, it may be a huge<br />
coincidence, but Iny, um, sense is that it probably isn't a coincidence<br />
and there is something about natural born leaders which, as I sa}) can be<br />
learnt from, and people can improve their skill set, but they're unlikely to<br />
compete and win against them.<br />
C02 TRACK 34 (I = INTERVIEWER, EJ = ELIZABETH JACKSON)<br />
I Which leaders have impressed or influenced you, and why?<br />
EJ 111e first of them is, is actually my husband. I've been privileged, tim, to<br />
share a business life alongside a home life, and my husband is a few years<br />
older than me and therefore has paved the way if you like, um, in terms of<br />
his business successes. But what I've seen in him is, um, is a tremendous<br />
tenacit)) and the ability to fight like a cornered rat when he needs to, and<br />
that's, that's really rare and very, very powerful when YOll sec it.<br />
Um, I also sec in him the ability to, um, to strike a chord with people,<br />
just by walking in the room. He possesses, um, a level of natural<br />
leadership and, ;lIld power, if you like. He also has an innate ability<br />
for inspired thinking, he works ahead of the pack, um, and I've learnt<br />
a lot from that, so I probably am not a natural born leader, but I<br />
have learnt an awful lot of skills from the likes of the individuals I'vc<br />
worked with, particularly my husband. And his strategic thinking<br />
and being able to work outside the box, I think, has been ver}', very<br />
powerful.<br />
CD2TRACK 35<br />
Good morning, cveryone, thanks for coming to my presentation.<br />
know you're all very bus}', so I'll be as brief as possible, OK, then,<br />
"m going to talk about our new range of rackets, which we're selling<br />
under the brand name Excel. I'll tell you about the test launch we<br />
carried out in Croatia a few weeks ago.<br />
I'm going to divide Illy presentation into fo m parts. First, I'll give<br />
you some background to the launch. After that, I'll teU you how<br />
things went dming the launch. Next, I'll assess its effectiveness,<br />
Finally, I'll outline our fu ture plans for the product. I'U be glad to<br />
allswer any questions at the end of my talk.<br />
Right, let's start with some background about the launch. As you<br />
know, it's taken almost two years to develop the Excel range. llle<br />
rackets are targeted at enthusiastic amateur players, and thanks<br />
to some technical innovations, Excel rackets give a player great<br />
control over their shots and more power, So, everyone who uses<br />
the racket should immediately improve their game, ll,e rackets<br />
were thoroughly tested in focus groups, and modifications were<br />
made to their design and appearance. OK, everyone? Ves, ivlanfred,<br />
you have a question .<br />
So, that's the background. Right, let's move on to the test launch,<br />
How successful was it? Well, in two words, highly successful. \,Ve<br />
think the racket will be a winner. If you look at the graph, you'll<br />
sec the racket's actual sales compared with forecast sales. QU ite a<br />
di fference, isn't there? 'rhe sales were 20% higher than we predicted<br />
- in other words, a really impressive result. \'Vell above all our<br />
expectations. llle results show that we got the pricing right. And it<br />
suggests the Excel range will make a big impact nationwide.<br />
To sum up, a very promising test launch, I believe the new range of<br />
rackets has tremendous potential in the market. Right, where do<br />
we go fro m here? ObViously, we'll move on to stage two and have a<br />
multimedia advertiSing and marketing campaign. In a few months'<br />
time, you'll be visiting ollr customers and taking a lot of orders, I<br />
hope, for the new rackets.<br />
'Nell, that's ali i ha\'e to say. lhank you for listening. Arc there an}'<br />
questions?<br />
UNIT 12 COMPETITION<br />
C02 TRACK 36 (I = INTERVIEWER, RT = RORY TAYLOR)<br />
Can you tell us about the work of tbe Competition Commission?<br />
RT llle Competition Commission is a public body which carries out<br />
investigations into particular mergers and markets in the UK, as well<br />
as other matters related to what they call the regulated industries,<br />
errn, sllch as, er, water and energy and the communications sector.<br />
One of Ollr most high·profile investigations at the moment is aile<br />
we're carrying oul into the ownership of airports in the United<br />
Kingdom. Currently, seven of the UK airports are owned by a<br />
company called BAA - that's the British Airports Authority. UIll,<br />
we've been asked to look into that, their ownership of those airports<br />
and whether that ownership structure is in the interests of consulllers<br />
or whether, er, an injection of greater competition, er, would benefit<br />
the users of those airports.<br />
C02 TRACK 37 (I = INTERVIEWER, RT = RORYTAYlOR)<br />
I In some business sectors, there may be very few competitors. How<br />
can you ensure fairness in such cases?<br />
RT [t's actually a matter of not so many, not so much looking at the<br />
number of competitors or providers in a particular market so much<br />
as looking at the dynamicS of that market. It's equally possible for<br />
what you could describe as a concentrated market - one with, say,<br />
just three or four major suppliers or proViders - um} to be very<br />
competitive, but equally so, you can have a market with the same<br />
level of concenlration, the same number of players, erm, which is<br />
relatively static. lllere's little competition going on between the<br />
players, customers aren't switching, and the companies concemed<br />
aren't reacting with each other in, in the way that you'd like to in a<br />
competitive market.<br />
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scanned for Paul Jennings