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Unit4Greatideas,Quotation,Dr.LinusPauling(1901-1994)Americanchemist,NobelPrizeWinnerforchemistryin1954andNobelPeacePrizeWinnerin1962,Thebestwaytohaveagoodideaistohavealotofideas.Youmayhavealotofideasbeforecomingupwiththebigone.,Ideasarethebeginningpointsofallfortunes.,Themanwithanewideaisacrankuntiltheideasucceeds.,Thevalueofanidealiesintheusingofit.,Ideasmustworkthroughthebrainsandthearmsofgoodandbravemen,ortheyarenobetterthandreams.,Ideasnotcoupledwithactionneverbecomebiggerthanthebraincellstheyoccupied.,Oftenthedifferencebetweenasuccessfulpersonandafailureisnotonehasbetterabilitiesorideas,butthecouragethatonehastobetononesideas,totakeacalculatedrisk-andtoact.,Quotationsaboutideas,Startingup,A,Whichofthefollowingstatementsdoyouagreeordisagreewith?Why?,1Therearenonewideas2Mostofthebestideasarediscoveredbyaccident.3Researchanddevelopmentisthekeytogreatbusinessideas.4Thereisnothingwrongwithcopyingandimprovingtheideasofothers.5Thebestwaytokillanideaistotakeittoameeting.,B,Whatshouldcompaniesdotoencouragenewideas?,Vocabulary,Verb&nouncombinations,A,Verbs1exploit3win5enter2extend4make6see,Nounsanawardc)arangee)anopeninganopportunityd)amarketf)abreakthrough,b,a,d,c,f,e,Makewordpartnershipsaboutthebenefitscompaniesgetfromgreatideas.,B,Makewordpartnershipsaboutthebenefitscustomersgetfromgreatideas.,Verbs1save3meet5protect7reduce2fill4solve6enhanceNounswastec)agape)aneedg)thestatusd)aproblemf)timeenvironment,f,c,e,d,g,b,a,Vocabulary,Verb&nouncombinations,Greatideasaregeneratedindifferentways.Sometimesanideamaysimplybewhenacompanyanopportunityto.theproductrange,tooffermorechoicetoexistingcustomers.Oragreatideacouldallowacompanytoamarketwhichwasclosedtoitbefore.CompanieswhicharepreparedtospendalotonR&Dmay.abreakthroughbyhavinganoriginalideaforaproductwhichotherslatercopy,forexampleSonyandtheWalkman.Ontheotherhand,someproductsaredevelopedinresponsetocustomerresearch.Theycomefromcustomerideas.Theseproductsarealneed.Ortheproductdoessomethingsimilartoanotherproduct,butfaster,soittime.Somepeoplewillbuynewproductsbecausetheproduct.theirstatusmakesthemfeelmoreimportant.Otherpeoplewillbuyanygreenproductwhich.wasteortheenvironment,evenifitismoreexpensive.Ifanideaisreallygoodperhapstheproduct.agapinthemarketitmayeven.anawardforinnovation.,exploits,extend,enter,make,meet,saves,enhances,reduces,protects,fills,win,Listening,Developingnewideas,Listenandanswerthefollowingquestions,WhatkindofcompanyisIsis?,IsisInnovationisacompanyownedbytheUniversityofOxford.,Whatdotheydo?,TheirjobistoturntheideasdevelopedintheUniversitysresearchlaboratoriesintocommercialopportunities.,Howcouldtheydothis?,Theydothisbyeithernegotiatinglicensesorbyhelpingstartnewcompanies.,Listening,Developingnewideas,Listentothefirstpartoftheinterviewandanswerthequestions,A,1a)Wheredotheideascomefrom?,TheycomefromOxfordUniversitysresearchlaboratories.,1b)HowdoesIsisturnthemintocommercialopportunities?,Theydoitbynegotiatinglicensesorhelpingresearchersstartnewcompanies.,2a),No,buttheyhavestartedacompanythatusestheirtechnologytomakecarbodiesmorequicklyandmoreeconomically.,2b),Yes,theyhavestartedacompanythatmakesbeehivestohelpfruitproductioninorchards.,2c),No,buttheyhavestartedacompanythattrainsarchaeologiststousecomputertechniquesandsellsthemthesoftwaretheyneed.,B,Listening,Developingnewideas,Listentothesecondpartoftheinterviewandcompletetheextract.,Tobuildacompanyonuniversity_,youhavetobringtogetheranumberofcomponents.Thefirstthingyouneedisa_,whichwehelptheresearchersto_.Wecanthenusethisbusinessplantoraisethe_-thecashthatyouneedto_thebusiness.Thiscomesfromprivate_.,science,businessplan,write,investment,start,investors,Reading,Threegreatideas,Article1Doubleyourmoney,Alka-SeltzerisabrandnameownedbytheGermanBayerCorporationforalineofmedicationssoldoverthecounterandtakenbyrapidlydissolvingtabletsthatformaneffervescentsolutioninwater.,Reading,Threegreatideas,Article2Buyingwithoutshops,Sears,RoebuckandCompanyisanAmericanmid-rangechainofinternationaldepartmentstores,foundedbyRichardSearsandAlvahRoebuckinthelate19thcentury.Fromitsmailorderbeginnings,thecompanygrewtobecomethelargestretailerintheUnitedStatesbythemid-20thcentury,anditscatalogsbecamefamous.,Reading,Threegreatideas,Article3Paybeforeyoutalk,VodafoneGroupPlcisamobilenetworkoperatorheadquarteredinNewbury,Berkshire,England,UK.Itisthelargestmobiletelecommunicationsnetworkcompanyintheworldbyturnoverandhasamarketvalueofabout84.7billion.ThenameVodafonecomesfromVoicedatafone,chosenbythecompanytoreflecttheprovisionofvoiceanddataservicesovermobilephones.,NewYork,USA,The1970s,Change1tabletinto2inthead,Salesdoubled,Mailorder,1891,Createdanewwayofselling,Expandedfast&developedthe1stautomatedwarehouse,Mobilephone,TheUK,Gotpeopletopayinadvancewith“topup”cards,Salesincreased,Reading,Threegreatideas,Completethechartbelow,Languagereview,Pastsimple&pastcontinuous,Therearetwoprincipalpasttensesusedtomakegeneralstatementsaboutthepast:Thepastsimpleandthepastcontinuous.Thetwotensesarequitedifferent.,1Pastsimpleisusedtotalkaboutaneventwhichhappenedatcertaintimesinthepast.TomflewtoChicagolastweek.PetervisitedhisfriendsinFloridatwomonthsago.2Pastcontinuousisusedtoexpress:whatwashappeningatparticularmomentsinthepast.Iwasattendingalectureat2:30yesterdayafternoon.Alicewasreadingabookatsixyesterdayevening.b)whatwashappeningatthesametimethatsomethingelsehappenedinthepast.Thechildrenweredoingtheirhomeworkwhenshearrived.JackwasstudyingwhileDavewascookingdinner.,Languagereview,Pastsimple&pastcontinuous,Mr.FryKeepmepostedIntheearly1970s,ArtFry,aresearchscientist,hadtheideaforPost-itNoteswhilehewassinginginhislocalchurchchoir.Atthattimehe_(mark)thecorrectpagesofhishymnbookwithsmallpiecesofpaper.Theproblemwastheyoften_(fall)outandhe_(lose)hisplace.Atthesametime,Dr.SpencerSilver,acolleagueofMr.FrysattheAmericancompany3M,_(do)researchintoadhesivesintheCentralResearchDepartment.OnedaywhenFry_(use)someofanewadhesiveontheedgeofapieceofpaper,hefoundthatit_(stay)whereheputit.Healsofoundhecouldmoveittoanotherpositionwithoutdamaginghisbookaperfectbookmark.Alittlelaterhe_(write)anoteonabookmarkandputitonareporthe_(send)toacolleague.Anewwayofcommunicatingandorganizinginformationbegan.Post-itshavenowbecomeanessentialpartofofficelife.,CompletethestorywithPastSimpleorPastContinuous.,marked,fell,lost,wasdoing,wasusing,stayed,wrote,sent,A,3MCompany,formerlyMinnesotaMiningandManufacturingCompanyuntil2002,isanAmericanmultinationalconglomeratecorporationwithaworldwidepresence.Itproducesover55,000products,including:adhesives,abrasives,laminates,passivefireprotection,dentalproducts,electricalmaterials,electroniccircuits,opticalfilms,andsupplychainmanagementsoftware.3Mhasoperationsinmorethan60countries29internationalcompanieswithmanufacturingoperations,and35withlaboratories.3Mproductsareavailableforpurchasethroughdistributorsandretailersinmorethan200countries,andmany3Mproductsareavailableonlinedirectlyfromthecompany.,Backgroundinformationabout3M,Languagereview,Pastsimple&pastcontinuous,B,Researchscientist,3M,TheUS,Early1970s,Useanewadhesiveonapieceofpapertomakeabookmarkthatcouldbemovedandwrittenon,Post-itsbecamepartofofficelife,CompletethefollowingchartforArtFry,Skills,Successfulmeetings,A,Whichofthefollowingdoyouagreewith?Why?,1Thebestnumberforameetingissixpeopleorfewer.2Neverhavefoodordrinkduringameeting.3Alwaysstartandfinishameetingontime.4Youshouldsitroundatablewhenyouhaveameeting.5Ameetingmustalwayshavealeader.6Ataformalmeetingeachpersonshouldspeakinturn.,Meetingsareasymptomofbadorganization.Thefewermeetingsthebetter.,Theleastproductivepeopleareusuallytheoneswhoaremostinfavorofholdingmeetings.,Peoplewhoenjoymeetingsshouldnotbeinchargeofanything.,Meetings-youcantlivewiththem,youcantlivewithoutthem.,Effectivemeetingsdonthappenbyaccident,theyhappenbydesign.,Meetingswithoutanagendaarelikearestaurantwithoutamenu.,Alwaysstartandfinishameetingontime.,Effectivemeetingsresultinacomprehensiverecordofthemeetingsdiscussionsanddecisions.,Moreaboutmeetings,Whoareatthemeeting?,Whatistheagendaofthemeeting?,Chairperson,Katharina,Kenneth,Nadia,Julia,Decideonthelaunchdate,marketingstrategy&targetedsalesoutlet,Whatlaunchdatehavetheytalkedaboutatthemeeting?,Katharina:FebruaryorMarch(agapinthemarket)Kenneth:MayorJune(apeakperiodforbuyinggoggles)Nadia:February(thebesttime,couldpromoteinswimmingpools&opticians)Finaldecision:February,Whataretheirtargetedsalesoutlet?,Specialiststores(storesthatonlysellsportsequipment),Skills,Successfulmeetings,Generalcomprehension,Skills,Successfulmeetings,B,Freestyleisasportsequipmentcompany.Ithasdevelopedanewtypeofswimminggoggles.TheMarketingDepartmentheldameetingtodiscussthelaunchoftheproduct.,1Whatarethetwoaimsofthemeeting?2WhydoesKatharinawanttolaunchthegogglesearlyintheyear?3Whichmonthsforthelaunchdotheparticipantsdiscuss?4WhichtypesofshopsdoesJuliawanttotarget?,Todecideonthelaunchdateandthemarketingstrategy.,Shebelievesthatthegogglesaretechnicallyadvancedandthereisnoreasontowait.,Katharina:Feb.orMarch.Kenneth:MayorJune.Nadia:February,Juliawantstotargetspecialistsportsstores.,1Canwestart,please?2Thepurposeofthismeetingistodecidethedateofthelaunch.3Katharina,whatdoyouthink?4OK,letshearafewmoreviews.5Nadia,howdoyoufeelaboutthis?6Youreright,Katharina.Letsgetbacktothepoint.7OKeveryone.Ithinkonbalanceweagree8Iwantustotalkaboutsalesoutletsnow.,Skills,Successfulmeetings,C,Listenagain.TicktheexpressionswhichInge,thechairperson,uses.,Skills,Successfulmeetings,D,Listenagainandcompletetheextracts.,Katharina:Imin_ofFebruaryorMarch.Theresagapinthemarketforourproducts.Whywaitanylonger?Inge:Kenneth,whatsyouropinion?Kenneth:Mmm,I_aboutFebruary.Itsabitearlyintheyear.I_we_inMayorJune.Peoplegoonholidaythen.Nadia:Thepriceshouldbehigh.Idsay,atleast50.Katharina:_aminute.Ithoughtweweretalkingaboutthelaunchdate,notaboutpromotionorprice.Inge:Whichoutletsdoyouthinkweshouldtarget?Julia:_weshouldstartwiththespecialiststores.Thatswheremostswimmersbuytheirgoggles.Inge:What_byspecialiststores,Julia?,favor,dontknow,suggest,launch,Holdon,Ithink,doyoumean,Fabtek,CASESTUDY,Introduction,Hamburg,Germany,Protean,anewtypeoffabricthatcanbeusedforawidevarietyofproducts.,LicenseothermanufacturerstoproduceinterestingnewproductswithProtean.,Fabtek,CASESTUDY,TheadvantagesofProtean,light,strongandlong-lastingcanbemadeverythickorsothinthatitbecomestranslucentcanbemadeinanycolorextremelyflexibleandsofttothetouchmadefromfiberssimilartonylonandpolyesterfiberscanbecoatedwithmetalssothatthefabriccanconductelectricity,Fabtek,CASESTUDY,AnopportunityforGadgetPlc,Over2,000products,includingmanybest-sellingelectronic,householdandautomobileproducts,Aworldwidenetworkofsalesoffices.,ComeupwithnewideasforusingProtean,Fabtek,CASESTUDY,Task,SpeakingYouareamemberofGadgetsProductDevelopmentDepartment.HoldameetingtoproposeideasforexcitingnewproductswhichuseProtean.ChooseaproductwhichyouwillproposetoFabtekinordertogetalicensingagreement.,WritingYouareamemberofGadgetsProductDevelopmentDepartment.WriteamemoreporttotheCEOofFabtekononeoftheproductsyouhavechosen,outliningtheproductskeyfeaturesandsayingwhyitpresentsacommercialopportunity.,Thankyou!,
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