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SECTIONConversation2ListentoaconversationbetweenastudentandauniversityactivitycoordinatorCoordinator:Iunderstandtheproblem,buttheupperlevelofthestudentcenterisn’tavailableforthetimeStudent:ButmydancegrouphasaperformancecomingCoordinator:I’vebeentalkingwithpeoplealldaylongwhowereinthesamesituation.Thereareatleastadozendanceanddramgroupsoncampus,andtheyallscramblingforrehearsalspacerightnow.Student:ButImadethisreservationlastJune,beforeleavingforthesummer.NoonesaidanythingaboutCoordinator:That’sbecausenooneknewthattheremodalwasgoingtorunoverintothebeginningoftheschoolyear.Thebuildersarejustwaybehindschedule.Forawhile,wewon’tevensurethedininghallonalowerlevelwouldbereadyforthestartthissemester.So,itcouldbealotworse.Student:SowhenCoordinator:Thewholeupperlevelwouldbereadyinsixweeks.rehearsalrooms,thegameroom,computerStudent:Sixweeks,thatcouldn’thelpme.OurperformanceisinCoordinator:AreyoupartoftheprogramtheyplannedforStudent:Yeah.Thethingisweareatapdancinggroup.Andweneedtopracticeonhardfloors,probablywood.Wecanpracticeoncarpetsfirst,butit’simportantforustobeabletohearourfeetonfloor.Coordinator:Interesting.Becausetherhythm,Student:Yeah.Becausethe espartoftheCoordinator:SothefloorisveryStudent:Exactly.AndjustabouteverywhereoncampushasCoordinator:Well,thereisalwaysthestageatthestudenttheatre,thoughit’salongshot.Wecanlookattheschedule.Theremightbesomehoursforyou.Student:Whataboutintown?Doyouthinktheuniversitycouldhelpusrentarehearsalspaceinthecommercialdancingstudiointown,giventhesituation?Coordinator:That’snotreallymycall.Icanreserverehearsalperformancespacesoncampusforyou.ButoffStudent:SowhocanItalkto?ThedanceCoordinator:Look,let’scheckthetheatreschedule1.WhydoesthestudentgotoseetheA.ToregisterhergrouptoperformforParents’B.TochangethedatewhenherdancegroupwillgiveC.TocomplainaboutthefloorinanewlybuiltrehearsalD.Tofindoutwhenaroom willbe2.Whyisthestudent'sgroupunabletorehearseintheA.TherehearsalspacewasB.ThebuildingisbeingC.TherehearsalspacewasreplacedbyagameD.Thegroupdidnotreservearehearsal3.Whattwopointsdothespeakersmakeabouttapdancing?on2□Tapdancing ingapopularformofentertainment□Tapdancingclasseshavealwaysbeenofferedatthe□Tapdancingrequiresacertaintypeof□Tapdancingcreatessoundsthatareimportantto4.WhatdoesthemanimplyaboutthestudentA.ItisalmostalwaysB.IthasnotbeenrenovatedinalongC.Itistoosmall modatethestudent'sdanceD.Itisrarelyusedfordance5.WhatdoesthemanimplywhenhesaysThat’snotreallymycall.Icanreserverehearsalandspacesoncampusforyou.ButoffA.HeisnotsurewhatkindofrehearsalspacetheB.HedoesnotknowofanyrehearsalspaceoffC.HeisunabletoreserverehearsalspaceoffD.HewillcalladancestudioinLecture
ListentopartofalectureinanenvironmentalWhenyouaretryingtoimagineafungus,youprobablypictureamushroompop upouttheground.Andthinkthat’sit.Butthefungusisn’tlikethat,mostofitactuallylivesunderground,andfungiingeneralareoftenanimportantactivecomponentofthesoil.Afungussecretesenzymesintothesoil,enzymesthatbreakdown, poseorganicmaterialsinthesoil,sothefunguscanabsorbthismaterialandgetnutrition.Buttome,what’smostinterestingaboutthisprocessishowitmeanenablefungitohelpcleanupenvironmentalpollutioninthesoil.AndthatthanksinparttoasubstanceintheircellwallscalledNowalotofpeoplethinkfungiarerelatedtoplants,buttheyarenot.Believeitornot,theonlyotherplacechitinisfoundabundanceisintheexoskeletonsofinsects,crabs,insuch.Sointhissense,fungiaremoreassociatedwithinsectsthanwithanyplant.Strange,uh?Andthechitinisinthecellwallsofthefilamentousfungus.Afilamentisofcoursealongthreadlikestructure,cellsjoinedendtoend.Filamentousfungigrowinsoilanddecayingvegetation,andasthenameimplies,theyexistasfilaments.Andalthoughregardedasmicroorganisms,filamentsfromasinglefunguscanfindouttooccupymanysquaremeters,orevenseveralsquarekilometersoffarthestfloor.Theirvastsurfaceareaallowsthemtobreakdownandtakesinhugeamountofnutrients.Butthat,thefilamentsalsopulloutthesoilagreatdealofthethatmightbeinthere,especiallyheavyAndhereiswherechitincomesin.Likesomeothersubstancesinfunguscellwalls,chitinformsstrongchemicalboundstoheavymetalsintheenvironment,inaprocesswecalladsorption.Nowdon’tconfusethiswithabsorption,wheresubstancesabsorbedintoacellintotheinteriorofacell.Imeanthat’shappeningheretoo.ButadsorptionmeansbindingtotheoutersurfaceoftheAndfilamentousfunguscanadsorbtoxicantmetals,bindingthemtothesurfaceofenormousnetworkoffilaments.Andtherebydetoxifyalargesoilecosystem.Theheavymetalsarestillthere,butinsteadofleachingintothewatersystemandcontaminatingthewaterunderground,largeamountsofthesemetalsmayremainboundtothechitin,tothecellwallsoffilamentousfungiinthesoil.Andthusremainchemicallyineffectiveforaslongasthirtyyears,perhapslonger.Infact,wecanactuallyusethecellwallsoffilamentousfungiasafilter,evenafterthefungiaredead.Forexample,thepharmaceuticalindustriesgrowfilamentousfungiinlarge tiesinthelab.Like,toproducetheantibioticpenicillin,thedrugcompanygrowsthefungusPenicillium.Andafterthepenicillinisextracted,thesedeadPenicilliumfilaments,wecanusethechitininthecellwallstomakeindustrialfilterstoadsorbheavymetals.Wecanputthesefiltersintowastepipesfromindustrialprocesses,andusethefilterstotrapheavymetalslikemercuryandzinc.Later,wecanchemicallyextracttheheavymetalsandreusethefilteroverandover.Now,goingbacktotheabsorptionoftoxicantmetalsintothebodyoffungus.Let’sturnourattentiontomushrooms.Likeotherfungi,mushroomscanabsorblarge tiesofheavymetals.Infact,theymaycontainuptotwoandahalftimestheconcentrationoftoxicantmetalsfoundinthesoilthey’regrowing.Somushrooms,atleastwhatwesayaboutground,wecanpotentiallyharvestthemandthen,onceforall,safelydisposethepollutantscontainedwithinthem.Infact,tocleanup,especiallythegroundwatersystempermanently,harvestingmushroomsisprobablythebestwaytogo.Forsomereason,thishasn’thappenasfarasIknow.ButIcaneasilyenvisioncultivatingmushroomsforthesolepurposeofdetoxifyingalargeundergroundecosystem.真菌在环境中的作用,引入chitinF很长,可以清理重金区分两个概念-ab-F可以adsorb重金未来展望-很长1.WhatisthelecturemainlyA.WhyfungicannotgrowwellinpollutedB.WhyfungiposeadangertotheundergroundwaterC.HowtopreventheavymetalsfromgettingintotheD.Howfungicancleanuppollutionthatisinthe2.WhatdoestheprofessorsayaboutthewayfungitheirA.TheyusecertainmetalcompoundsinthesoilB.TheenzymesthattheyproduceallowthemtoorganicnutrientsfromtheC.TheyseparatenutrientsfromheavymetalsandreturnthemetalstotheD.Heavymetalsinterferewiththeirwayofgettingnutrientsfromthesoil3.WhattwopointsdoestheprofessormakeaboutClickon2□Chitinbindsstronglytocertainheavy□Insectsneedchitininordertodigestthefungithey□Chitincanbeaddedtosoiltocreateagoodhabitatfor□Thecellwallsoffungi,liketheexoskeletonsofinsects,containchitin.4.WhatdoadsorptionandabsorptioninfungihaveA.TheybothcanhelptheproductionofnewB.TheybothcanincreasetheproductionofC.TheybothcanhelpkeeppollutantsoutofD.Theybothresultinthestrengtheningofcell5.WhydoestheprofessormentiontheA.TosuggestthatmorefungishouldbeinvestigatedpotentialsourcesofB.TopointoutthatcertainheavymetalsareneededtheproductionofC.TocriticizethepharmaceuticalindustryfortoenvironmentalD.Toshowhowawasteproductfromoneprocesscanbeusefulinanotherprocess.6.WhydoestheprofessorsayForsomereason,thishasn’thappenasfarasIknow.ButIcaneasilyenvisioncultivatingmushroomsforthesolepurposeofdetoxifyingalargeundergroundecosystem.A.ShedoesnothavetimetofullyexplaintheB.SheishopefulthatstudentswillbeabletofiguretheC.ShewonderswhymushroomsarenotalreadyusedcleaningupD.SherealizesthattheresearchshehasbeenisstillinitsearlyLecture4ListentopartofalectureinamarketingclassAndlet’swrapsupourdiscussionofhowtheretailsector,withinwhichretailmanagersdealwithcustomer’scomplaints.Solet’snowtotheservicesector,whichmarketsnotgoods,butservices.Intangiblesliketransportation,foodservices,careercounseling,oh,thereareliterallyhundredsofexamples.Serviceprovidersmust,ofcourse,constantlystrivetomeetcustomer’sneeds.But,asinretail,thereareininstancesofservicefailure,inwhichthecustomerdissatisfied,perhapstothepointnot ngbusinesswithyouanymore.Someservicefailuresare anorganization’scontrol,likecomputermalfunctionthatleadstomissdeadlines.Otherfailuresstemfromprocessproblems,likeinadequatetrainingfornewlyhiredemployees.Thenthere’shumanerror,um……ok,imagineyoumanageacarrentalagency.Acustomercallsinforareservation,butyouremployeemarksdownthewrongdate.Soyourcustomerarrivesand,guesswhat?Thesizecarisn’tavailable.Butyourcustomerislessconcernedaboutthesourceofthefailurethanthesolution,whatwouldyoudoaboutit?Whatsortofcompensation,whatservicerecoveryyougive?So,ifyouareinaserviceindustry,asamarketer,youalwaysneedsomekindofservicerecoveryplan.Yourplanmustbeinplacebeforefailureoccurs.Anditmustalsobecommunicatedpromptlytoeveryoneinyourorganizationwhodealswithcustomers,sotheyallknowwhattodo.Servicerecovery定 passesalltheactionstakentothedisappointedcustomerbackto,uh,well,backtoastatesatisfaction.So,ifyourcarrentalagencycouldn’tprovidethesizecaryourcustomerwanted,butyourpolicyistoprovidearoomiercarforthesameprice,yourcustomerwouldprobablybehappy,mightevenrestorehisfaithinyourcompany.Researchhas,infact,identifiedservicerecoveryassignificantdeterminerofcustomerloyalty.Student:Iseewhatyoumean.Everyyearmyfamilygoesonvacationtogether.讲故事Andafewsummersago,whenwewenttoChicago,itwasreallyreallyhot.Andguesswhat?Theho ’sairconditioningbroken.Everyonewascomplaining.Whatthedid?Theyactuallydidn’tchargeanybodyforthatweekend.Butthefunnythingisthateventhoughwehadthathorrorableexperienceattheho ,becausetheyweresoquicktoappeaseus,weusuallystayatthesameho everytimewegotoChicago.Greatexample.Sointhiscase,that chainmightitselfthebeneficialofsocalledServiceRecoveryParadox.Uh,theparadoxbasicallyimplies定义thatcustomerswhoexperienceaservicefailure,well,theycouldpotentiallybemademoreloyalthancustomerswhoweresatisfiedinthefirstplace,ifanrecoveryoccurredafterthefailure.Yes,Student:Waiteaminute.Ifagoodservicerecoverycreatesmoreloyaltythan,ifthingswentsmoothlyfromgetgo,whydon’tcompanies,like,makemistakesonpurpose,so…Soyoucouldimplementarecoveryplanthatleavesyourcustomersdelightedasopposedtomerelysatisfied?Look,it’salwaysbettertodothingsrightthefirsttime,becausehowcanyouknowthattheparadoxwillholdtrueineverysituation?Plus,it’shardtopredictifagoodservicerecoverywill ethenegativeeffectofservicefailure.Andwhataboutallthosefailuresthatnevercometoyourattention,becausestatistically,about50%ofcustomersdon’tcomplainaboutservicefailures,atleastnottotheserviceprovider.Butnegativewordofmouth,now,thatscar,worseimplicationforyourbusiness.Also,ithastopayyouremployeestoexecutetheserviceasecondtime.Typically,aservicerecoveryisgoingtoinvolvesomekindofcompensation,right?So,it’sgonnacostyourcompanysomemoney,thatyouaregoingtoaccountforyourbudget.I’veactuallybeenresearchingsomeoftheseissuesmyself,becausewhatweneedisadeeperunderstandingofcustomers’thoughtprocesses,andtheirreactionstoservicerecoveries.Howdoconsumersformexpectations?Howdotheyreacttodifferentservicerecoverytactics?Canwepredicthowanygivencustomerwillreacttoagivenservicefailure?People’sexpectations,theirprioritiesvary.LikeifI’minahurry,FrenchfriesIorderedinafastfoodrestaurantaren’tpi Imightnotcomplain,becauseIgetthemfast.ButifIamnotinahurry,Imightreturnthefries,evenifIhadtowaitforafresh服服务失败定义(租车服务问题出现时怎么解决?Service学生举例:酒店经历(将文章引向下一环节)一个现象:SRP---servicerecoveryparadox越糟糕越为啥不能故意犯老师不同 N个原未来的研究,薯条例1.WhatisthelecturemainlyA.ThemostcommoncausesofserviceB.EffectivestrategiesforpreventingserviceC.TheimportanceofhavingaplantoaddressD.Waysinwhichdifferentindustriesrespondto2.Whydoesthepro
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