Audio scripts UNIT 1 BRANDS COLTRACK 2 (/= nneRviewen, R= ReBPONOENT 2= Resrowoenr2) 1 Doyos buy brand? ft Yes! do. lam basicly prorands. Ifyou bu sbranded produ i's 2 garni tat the ql is fai good and the produc is reable ‘Another season syou arc it of atetion iu buy something ‘yh and branded products ar usualy atylsh ndhave good Aci. Letsfaeit most people by brands because they wantto impress other pple They weno show that they have yl and cede 1 Be you buy brands 2 Nowell not actively, anyway dont want give fre vetsing to companies I hatealthe averting hype and brands Aad dertwant ther peopl to thin 'm trying topes them itl efloges And sls get fed up withserg the sae things wherever {ye lfyou buys sat froma famous brand youl seve prope trate sume st that month, Is boring Oy anther hg =m Thuyingthe genuine product orang copy? Basal want talc for money wort pay inflated prices fra name, Fancy og Td packaging However do buy brands for my ds especialy ‘pore goodr sndtraners. Ws abwayeNike, Adidas or Recto COL TRACK 2 (1 = nreRVieweR, (C= Cus CLeaveR) | Whatare the qualities ofa really good brand? CC. Strongbrands~ esl, youknow, brands that you would say have, areal traction inthe marketplace, um, wl havea numberof Important qualities, Obviously the Sees they will have high levels of awareness 50 people will know about them and recognise them when they se them, and that ight be the physical product, ‘oritmight be the visual identity, the design marifetation. Um, ‘but obviously recognition snot enough, What needs te happen sleoisthat peopl, you know, the target customer or consumer, ‘needs to know aot about that brand, soa strongbrand wil so immediately communicate a set of appealing and persuasive ides, cex,and peeceptions that enable the end vse, , yu know, the target audience, to know whether or not this sa brand fr them, um, oe whether i's beand that they, pechaps, are not attracted 0. (cO1 TRACK 3 (C= Cums Cucaven) Brands steely useful ays of retly conveying ll thst informstion instantly, 20 think of any brand you ike, any brand that you ‘an imagine s3y BMW o¢ British Airways or in any sector, and ‘immediatly your heads fled with, ¢r,3raf of important ‘information about what the brand does, but as much a8 that, what {slike and how it sppeals to you and connects with you, And so its fncton, therefee, sto enable you to choose one thing from anather~ oftenin markets where there i very itl ctl diference Derween, you know, the product. Soa BMW - Im sure BMW would probably be hocrified for me to say this but, you know, a BMW isa ‘arlke an Audi isa caelkea Mercedestea car ~ they've all got four ‘whecleandsanengine and, you know, ar conditioning and all that, type of thing, but the way people Feel 2bout them, because ofthe information and awareness and perception that they have, enables them to decide whether or not one is better for them or ight for them o ys the right things about them than another. (COL TRACK & (I= InreRviEWeR, (C= Cums CLEAVER) [Can you give usan example of brand youhave helped? CC One {can think ofis Nokia. Nokiais, you know, wellknown brand, ‘um, i'by Far the biggest mobile phone manufacturer think tha about a third ofthe market, ots way bigger than anybody ele. Is lo been un inthe market ~itwas, kind of vented the macket ina way, 50 for many people, patiularly people of my generation, Nokia equals mebile phones We've helped them ina couple of important ways: Ft, um na market thats changed and s brand that's expanded hugely in terms of what it offers, we helped them ithe, the question of what sit that Nokia is about, and how does 152 ‘trelateto sts customers, its broad range ofcostomers,in waysin Uwhichits competitors dont. Soto giveit that, um, element of choke, youkiow, 0 why I should choose a Nokia overa Motorols um, in dition to whatit looks lke and what it does. So, what the Brand isabout~ um, so thaton what you might call techaically the master brand [Andvwevealeo helped them with, um, developing certain parte of ‘heir oferin order to, um, reat to the market and also to Keep the brand Feesh So we worked with Nokia on their series, which i one oftheir more technological phones, multimedia phones ~ although they don't like to callthem phones any mare because they do +0 much more ~ umm, in order to satisty er, the needs that that emerging customer group has, primarily younger consumers who want be ahlete dos ortsofthings with ther phones - or devices. Um, but als, in order to sharpen Noki's brand image asa technology leader, inwas important that had prodves in, in those areas. ‘CONTRACK 5 (0= Davi, | =Jov, N= Narasi, M = Manto) D Joy, weknowous client doesn't want tobe linkedto football any more. It seems the club they sponsors asking fee too much money ‘And in any cate, they looking for something more exciting, something thal give thei brand 3 bit mare punch. Any ideas? J Wel, chereare several possibilities How about ice hockey? isan incredibly fat exeitingspori'svery popularin Americaand ins lotof European counties, Ok, thats possibilty. What do you think, Natashs? Would ce hockey be a good choice? N- Mmm, t'm nots sure. i's notreallyaninternationalspor,isit Notinthesame way 2s baseball for example, or. tenis 0 Thats tre - baseballs gota lot more international appeal, andi’ sport that's gota good mage. dont inow about tennis -'m not sre it would be suitable. Marie, howdo you eelabout this? 1M Inmy opinion, motor racing would be pesfect for our cent. I's fst, exciting, andthe TV coverage of Forma One races excelent ‘They would ge slotofexposure,t wil ellysrengthen terimage 1D That ageeatides, Mario! Why don't we getin touch with Lary Harrington's agency and see ifhe's interested? Harrington's young, exciting he'd probably jump atthe chance to work ith our cent. “Theyre aperfect match. But Bret I must check with our client snd make sare they’ happy with ou choice. COLTRACK 6 (C= CORNELIUS, O= Diana, R= Ruth, T= TOM) © OKeveryone, we'll be getting report soon From the consultants weve hired, European Marketing. But le’ think abit sbout the problems we nay fae entering the European markets. Dian, what do you thisk? 1D Well one thing's forsure, were going to have to do alot of advertising to estab our brand, and that's going to be expensive. [And we may need o adapt lo of ourluggage for European consumers ~that could be very coy, t00, Yes butwe'veallowed for that in our budget, Roth, what dificutes do you think well have? Well wel need to get the pricing of our products ight But European consumersaren'tas price constiousas we areback home, 4 pricing may not be too much ofa problem, | know or act people in Europe will pay high prices for lxury goods ifthe ike the design and it gives them status Sothink we have te develop the Hudeon brand ae an exclusive Made in Ameria’ product thatll mean high prices anda strong message that ourluggage i high qualtyand great vale For money. Mina, that makes sense to me. Tor, what do you think? T Ldon't agree all just don't think Ruthsright think we should go downmarket, sll at very competitive prices, and aim to achieve high-volume sales. Todo that, well ned to look carefully 2 our manufacturing cots. So, i's probably tune we stopped ‘manofactoringin the US. The costae ut too high © Thank, Tom, that'san interesting point of view. think we al fel ‘hate need te position Hudson git in European markets, Should we go ‘pear or downmarket Thatsan important decision well ive to make scanned for Paul JenningsR/O/T Yesh. True CMy feeling, too, is we may need ta increase the range of our products and suetch our brand, put tan other products ~the right products, ofcourse, ones that fi wth our brand image. We certainly need some new thinking if we're going to succeed in Europe, And our consclants, European Marketing, wll have plenty of advice for ws, Tve no doubt. UNIT 2 TRAVEL (COLTRACKT 1 What ely dont like isthe wy srlnes reat people onthe plane There are far too many seat on mort planes so there's not engugh legroom and I's not even particule al | abays try and get the seat near the emergency evitfor that reason ~ you get much more room. Als, the poor-gusty food and drink you get on airlines annoys me. Isall so processed and packaged, just cant ett. prefer traine 2 Tike lyin, but I ealy don't enjoy being atairports. Things ik long {guouee a checkin estate me Also, when Ihave alot ofluggage and there are no baggage toleys around, it’ realy inconvenient, What's ‘ven morefrusratingis when I do finda trolley and then see that the departure board is full of ight delays and cancellations 2. Trust be reallyuntucky because it seems fm always victim of ost or delayed laggage. lt wsuslly tuens up, but never with a apology {don ike the attitude ofthe aishines, and fm socry, they're all the same. They seem to treat passengerslie ust another piece ofluggage tobe moved around the world They seem to forget that were people. For example, they overbook seats and just expect people to beable to get the nent fight thei lights al. What I elly hate, though, spt lag, Ie big problem for me a8 Utravela lo tothe Far Eaton business corTRAcKs “My ht overseas busines trp was a nightmare from start finish First ofall there wasa delay onthe way tothe airport, asthere was anaceident oa the freeway. When I got there I found the lower evel ‘ofthe airport parking ot was looded, Next, my carry-on baggage twas too big and heavy, s0 {had tocheckit in, When we aztved the subway was closed ad there were no eabs at all. tera longtime trying e igure out the schedule and waiting in line fer 40 minutes, we nally gota bus doventown and found the hotel. Then there was A problem with our room reservation and, would you believe the ‘levator wasntworking, and our coams were on the ih floc. COATAACK (1s anv, 55 = Sn.o Son) ‘Whatarethe main needs of busines travellers, and how do your hotels meet them? ‘$5 Akeypoine would be the location ofour hotels, um, good links with um subway underground networks, close tothe aiport, um, and ‘obviously close to an office thatthe guest would be werkingin while theyre stayingin the hotel. Um, technology is also a key featur, and nowadays its expected because obviously people have, um, gest, technology at home and therefore fit’ alo avaiablein a hotel, tha alo, um, key feature. Um, Inteaet, business centre, um, obviously translation services and that kindof fact isle, is paramount, and guest also expect an ares where they can cr, goto gymnasium, they can exert, im, and als that kind of thing. These would be the key features COITRACK 10 (I= nreRviEWER, SS = SHouro SmerH) 1 And how have ising travel coat affected the hotel businese? SS Ertheyhaveafected busines, butt'emade the hotels mare swyy in that they are being more competitive and lols at ways of adding value tothe guest’ ay, and thateantake in anything fom, tm, including breakfast, im, ons daly base, membershipto, tothe bys ele, including newspapers postbly looking s,um, you Know, transportation toand fom the sirpor, a shuttle service to the local department store ora shuttle servic to the ofces in which the client ui, worksin, um and that kind ofthat value add bene, as opposed to jst directly dropping therat, hich realy doesn’t benefit ether party. COLTRACK 11 (= nreRviEWER, 5S = Swotro Starry) 1 Whatfuture developments do yon forese in the business travel marked ‘SS. Future developments in the business uavel market? ecanred for Paul Jennine AUDIO SCRIPTS. think .. technology is stil shot topic ais, um, the obviously ‘pviconmental pois because that really is um, is obviously stills bburaword, 0 to speak. We went through, um, healthy eating, we've gone through gymnasiums in hotels and the Uke, and naw eeally there's such a huge focus on, um, on the likes ofthe environment — 50 ‘whether tbe water conservation, low-energy ightng in bedrooms, ‘um, and the likes thereof, that, that kind of thing Ur, but obviously {’shigh-speed Internet, ts television on demane) i's, um lower cost telephone call from the rooms, beeause obviously people now travel ‘wth BlackBerry and with mobile phones, 0 they're nat actully having touse hotel telephone services ~ um andtheze ae the ways forward for hotels DL TRACK 12 (R= ReceerioMst, N= JeMMIrER Non, (Cv Cristina Vena) Good morning The Fashion House, How cxa [help you? IN. ThisisJennifer North here. Could you put me through to extension 4891, please? R_ Certainly Putting you through now. CY Hell Cristina Verd speaking IN. Hell, Cristina W's Jennifer North from Madison ia New York CV Hi Jennifer, how ae things? IN Fin, thanks. Im calling because I'lbe in London next week and Td keto make an appointment to see you. want o tell you about our nevollection CV Great, What day would suit you? I'm fairly ree next week, I think IW. Hov shout Wednesday? In the aftemnoon? Could youmakeit then? (V Let melook now. Er, let me check the diary. Yes,that’dbe no problem atall Whatabouttwa elock? Isthat OK? 1M Perfect. Thanks very much. Ie be gret to see you again, We'll have plenty to tuk about Cv thats forsure.See you next week then IN Right Bye Bye then, (COL TRACK 13 (= RectPrioNst, JN = JaMIrER NORTH) Good morning, The Fashion louse. How may I help you? IN alike to speak to Cristina Verdi, extension 489, pleas, R Thankyou. Who'scalling, please? IW IesJemaifer North from Madison ‘Thankyou. Im putting you theough ... Hell, 'm afraid she's eounged athe moment Wl ysl or an pt you though IN. Um would you beable to takea message forme please? 'minabit, ofa hur. R Yes, certaialy IN The things, should be meeting Ms Verda 2p, but something's come vp My pane wa delayed, and Ive gottoreschedl ny sppointments If prsible, like o met her tomorow, preferblyin the ‘ming, Could she cillme back here tthe bot plese, to conten? Certainly what's the number? IN. 150207855 3814, and I'm in Room 61 Il be leaving the hotel 000, s0if she ca call me back within the next half an hou, call her agon this mocning. Ie that OK? AR Rightt've got that. Il make sue she gets the message. IN. “Thanks for your help. Goodbye ® Thankyou Goodbye. UNIT 3 CHANGE COITRACKC14 (I= Ivrenviewen, AD = ANNE DEERING) 1 How doyouadvise businesses which ae planning to change? {AD Theo important things ttaks inte account when advising busineseri ist fal, lp them understand what does euccets lok. like what are they going to change how are they going to measure that change, and hove wil hey know theyve been successful? Andl think the second key point ito make sure people ae fully ‘engagedin the change, tat they Fel this is something they ae doing forthemselves and not something which s being done to them. COLTRACK 15 (I= INTERVIEWER, AD = ANNE DEERING) 1 Whatare the typical problems that busineses face when the goingthvough change? ‘AD Change isa very dfficalt process There are many problems, but ‘would ay the two, peshaps mot important, ones are, Gist fall what ‘we think ofa change fatigue. Organizations have aten faced wave ar wave of change, programme afer programme. Organisations 153