new pre-intermediate market leader course book by David cotton David Falvey and Simon Kent with John Rogers published by Pearson Longman cd1 unit 4 great ideas recording 4. 1 great ideas are generated in different ways sometimes an idea may simply be when a company takes advantage of an opportunity to extend its range to offer more choice to existing customers or a great idea could allow a company to enter a market which was closed to it before companies which are prepared to spend a lot on R D may make a breakthrough by having an original idea for a product which others later copy for example Sony and the Walkman on the other hand some products are developed in response to customer research they come from customer ideas these products are made to meet a need to satisfy consumer demand or the product does something similar to another product but faster so it saves time some people will buy new products because the product raises their status it gives them a new more upmarket image other people will buy any green product which reduces waste or protects the environment even if it is more expensive if an idea is really good and the product fills a gap in the market it may even win an award for innovation recording 4. 2 The Innovation Works at reading was developed specifically to help the university to interact with business and it's a special sort of space a different sort of environment where businesses can come and develop new product ideas or use creativity techniques to solve problems or to do business development or team building and it looks very different from a normal office or the sort of sort of facility you would find in a hotel you can write on all the walls they're all whiteboard we use some creative brainstorming software which is interactive and anonymous so that it means that everybody's voice is as loud as everybody else is when you're doing a brainstorming session we use a lot of different techniques to get people to think hard about the things that they're doing or that they want to understand more about so we do quite a lot of making people think differently and look at problems from different directions recording 4.
3 what is one of the greatest new business ideas in your opinion I think there are two types of innovation the first type of innovation is where somebody has a wonderful idea that is apparently out of the blue I think this happens very rarely second sort of innovation is where somebody takes an idea and moves it into a completely new space I think eBay is particularly effective because it took the idea of auctions buying and selling things that people could do in their own location and it made it accessible to anybody with access to the internet it also addressed an unfulfilled need so something people wanted to do but had no way of doing in the past and that was to get rid of all the things that they really didn't need to use anymore and to make money at doing it as well recording 4. 4 right can we start please the main aim of the meeting is to decide the date of the launch after that we'll talk about our marketing strategy and decide which sales Outlets we should Target okay when are we going to launch the goggles Katarina what do you think should it be early next year or should we wait until the summer I'm in favor of February or March there's a gap in the market for our products why wait any longer the goggles are technically Advanced let's just cash in on that thanks Katarina okay let's hear a few more views um Kenneth what's your opinion hmm I don't know about February it's a bit early in the year I suggest we launch in May or June people go on holiday then it's a peak period for buying goggles thanks Kenneth Nadia what's your view you're a keen swimmer I know in my opinion February is the best time we could promote them in swimming pools and opticians the price should be high I'd say at least 50 pounds hold on a minute I thought we were talking about the launch date not about promotion or price you're right Katarina let's get back to the point okay everyone I think on balance we agree we prefer the earlier date let's move on now to marketing Julia which Outlets do you think we should Target I think we should start with the specialist stores that's where most swimmers buy their goggles what do you mean by specialist stores Julia are you thinking of sports goods Outlets you know stores which only sell sports equipment exactly they should be our main target recording 4.
