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1 .<-NARRATOR:-> Listen to a conversation between a student and a business professor.
1 .<-FEMALE PROFESSOR:->So, Richard … what’s up?
1 .<-MALE STUDENT:->Well, I know we have a test coming up on chapters . . . [trying to remember] uh . . .
1 .<-FEMALE PROFESSOR:->Chapter 3 and 4 from your text book.
1 .<-MALE STUDENT:->Right, 3 and 4, well, I didn't get something you said on class Monday.
1 .<-FEMALE PROFESSOR:->Alright? Do you remember what it was about?
1 .<-MALE STUDENT:->Yes, you were talking about a gym... a health club, where people can go to exercise [upspeak]… that kind of thing.
1 .<-FEMALE PROFESSOR:->OK, but the health club model is actually from chapter 5... so...
1 .<-MALE STUDENT:->[Relieved] Oh, chapter 5? Oh so it's not... OK but I guess I still want to try to understand...
1 .<-FEMALE PROFESSOR:->[interrupting] Of course, I was talking about an issue in strategic marketing. [searching, hesitates] Um, the health-club model, um…
2 .I mean with a health club you might think they would have trouble attracting customers, right?
1 .<-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.
1 .<-FEMALE PROFESSOR:->Yeah, there’s that, plus... lots of people have exercise equipment at home, or they can play sports with their friends, right?
1 .<-MALE STUDENT:->Sure.
1 .<-FEMALE PROFESSOR:->But nowadays in spite of all that, and expensive membership fees, health club are hugely popular, so how come?
1 .<-MALE STUDENT:->I guess that is what I didn't understand.
1 .<-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...
1 .<-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.
2 .And they can meet new people, socialize...
1 .<-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.
1 .<-MALE STUDENT:->Sure that makes sense.
1 .<-FEMALE PROFESSOR:->Well, then, can you think of another business or organization that could benefit from doing this?
2 .<-MALE STUDENT:->Um.
3 .<-FEMALE PROFESSOR:->Think about an important building on campus here, [hinting] something everyone uses, a major source of information?
1 .<-MALE STUDENT:->[doubtful]You mean like, an administrative building?
1 .<-FEMALE PROFESSOR:->Well, that is not what I had in my mind.
1 .<-MALE STUDENT:->[interrupting] Oh! You mean the library?
1 .<-FEMALE PROFESSOR:->Exactly. Libraries. Imagine public libraries. They’re an information resource for the whole community, right?
1 .<-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.
1 .<-FEMALE PROFESSOR:->That's true. So if you were the director of a public library, what would you do about that?
1 .<-MALE STUDENT:->To get more people to stop in?
2 .[thinking] Well, like you said, better equipment, maybe a super fast internet connection.
3 .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.
1 .<-FEMALE PROFESSOR:->Great.
1 .<-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.
1 .<-FEMALE PROFESSOR:->Now, you are getting it.
1 .<-MALE STUDENT:->Thanks, professor Wilkins. I think so too …