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NARRATOR: Listen to a conversation between a student and a business professor.
FEMALE PROFESSOR:So, Richard … what’s up?
MALE STUDENT:Well, I know we have a test coming up on chapters . . . [trying to remember] uh . . .
FEMALE PROFESSOR:Chapter 3 and 4 from your text book.
MALE STUDENT:Right, 3 and 4, well, I didn't get something you said on class Monday.
FEMALE PROFESSOR:Alright? Do you remember what it was about?
MALE STUDENT:Yes, you were talking about a gym... a health club, where people can go to exercise [upspeak]… that kind of thing.
FEMALE PROFESSOR:OK, but the health club model is actually from chapter 5... so...
MALE STUDENT:[Relieved] Oh, chapter 5? Oh so it's not... OK but I guess I still want to try to understand...
FEMALE PROFESSOR:[interrupting] Of course, I was talking about an issue in strategic marketing. [searching, hesitates] Um, the health-club model, um…I mean with a health club you might think they would have trouble attracting customers, right?
MALE STUDENT:Well, I know when I pass by a healthy club and I see others people working out, the exercising, I just soon walk on by.
FEMALE PROFESSOR:Yeah, there’s that, plus... lots of people have exercise equipment at home, or they can play sports with their friends, right?
MALE STUDENT:Sure.
FEMALE PROFESSOR:But nowadays in spite of all that, and expensive membership fees, health club are hugely popular, so how come?
MALE STUDENT:I guess that is what I didn't understand.
FEMALE PROFESSOR:OK, basically they have to offer things that most people can't find anywhere else, you know quality, that means better exercise equipment, high-end stuff. [pause, thoughtful] Um, and... classes... exercise classes, maybe aerobics...
MALE STUDENT:[confused] I’m not sure if I... [understands] oh, OK,I get it.. . Yeah. [pause] And you know, another thing is, I think people probably feel good about themselves when they’re at the gym.And they can meet new people, socialize...
FEMALE PROFESSOR:Right, so health clubs offer high quality facilities, and also they sell an image about people having more fun, relating better to others and improving their own lives if they become members.
MALE STUDENT:Sure that makes sense.
FEMALE PROFESSOR:Well, then, can you think of another business or organization that could benefit from doing this?MALE STUDENT:Um.FEMALE PROFESSOR:Think about an important building on campus here, [hinting] something everyone uses, a major source of information?
MALE STUDENT:[doubtful]You mean like, an administrative building?
FEMALE PROFESSOR:Well, that is not what I had in my mind.
MALE STUDENT:[interrupting] Oh! You mean the library?
FEMALE PROFESSOR:Exactly. Libraries. Imagine public libraries. They’re an information resource for the whole community, right?
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.
FEMALE PROFESSOR:That's true. So if you were the director of a public library, what would you do about that?
MALE STUDENT:To get more people to stop in?[thinking] Well, like you said, better equipment, maybe a super fast internet connection.And not just a good variety of books but also like nice and comfortable areas where people can read and do research. Things that make them want to come to the library and stay.
FEMALE PROFESSOR:Great.
MALE STUDENT:Oh, and... maybe have authors come and do some readings? Or, I don’t know.. . special presentations. Something people couldn’t get at home.
FEMALE PROFESSOR:Now, you are getting it.
MALE STUDENT:Thanks, professor Wilkins. I think so too …
旁白：听一段学生和商学教授的对话。
教授：理查德，怎么了？
学生：我知道咱们将有次考试，是关于第几章来着？
教授：教科书上的第三章和第四章。
学生：想起来了。周一课堂上讲的知识我有些地方不是很明白。
教授：是吗？你记得是关于什么的吗？
学生：记得。你当时讲的是健身俱乐部相关的事情。
教授：哦，但是这是第五章的内容，所以……好的。
学生：第五章的话就不需要……不过我还是想知道一下。
教授：当然。我当时讲的是战略营销，健身房模式。我的意思是健身房比较难以吸引客户是吧？
学生：呃，反正我每次路过健身房的时候，尽管能看见一些人在健身，但是我不会驻足。
教授：就是这样。另外，很多人在家也有健身器材，他们也可以选择和朋友一起运动。是吧？
学生：当然。
教授：但是现在尽管有这些因素的存在，健身房的会员费也很高，但是却仍然时下很是流行，那是为什么呢？
学生：这个我就不明白了。
教授：基本上他们必须提供大多数人在其他地方找不到的东西，比如质量，这意味着更好的健身器材、更高端的东西以及一些健身课程，如有氧健身操。
学生：我不太确定……好了，我明白了。我想还有一个方面就是人们在健身房的时候可能自身感觉更好吧。他们可以结识新朋友进行社交。
教授：是的。所以说健身房提供了更高质量的设施。同样，也立出了一个形象，就是人们在这里可以与他人更有趣的交流，而如果他们成为会员的话就会提升自身的生活水平。
学生：有道理。
教授：呃，你还能想到其他因此受益的企业或组织吗？学生：呃......教授：想想大学校园里的重要建筑，一些大家都使用的，信息的主要来源地？
学生：你是指行政大楼？
教授：我想的倒不是这个。
学生：图书馆？
教授：是的。想想公共图书馆。它们能为整个社区提供信息来源对吗？
学生：是的，它们可以，但是现在有了互联网和大型书店，你不用去图书馆就可以得到你想要的。
教授：是的。那么假如你是公共图书馆的主任的话，你会怎么做呢？
学生：让更多人的来图书馆。正如你说的，布置更好的设备，比如超快的网络。不仅提供多种多样的好书，还要提供良好舒适的环境来供人们读书和做研究。一切能让人们多来图书馆并在此停留的方法。
教授：好极了。
学生：噢，还可以邀请作者来做一些读书会或者特色的演讲之类的，一些人们在家里得不到的东西。
教授：现在你是彻底明白了。
学生：谢谢威廉姆斯教授。我想是的。
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