1、InnovationModule 91One-minute Speech2Describing Products 34 SummaryAgendaNegotiatingwhen the product is right,you dont have to be a great marketer Lee Iacocca,former CEO of ChryslerDo you agree with this quotation?One-minute SpeechExtension Lee Iacocca /a.kok/Born Lido Anthony Iacocca October 15,192
2、4(age 88)Allentown,Pennsylvania,U.S.Occupation Businessman Former Chrysler Chairman Former Ford PresidentLee IacoccaCareer at FordIacocca joined Ford Motor Company in 1946.After a brief stint in engineering,he asked to be moved to sales and marketing,where his career flourished.While working in the
3、Philadelphia district as assistant sales manager,Iacocca gained national recognition with his 56 for 56 campaign,offering loans on 1956 model year cars with a 20%down payment and$56 in monthly payments for three years.Iacocca participated in the design of several successful Ford automobiles,most not
4、ably the Ford Mustang,the Lincoln Continental Mark III,the Ford Escort,etc.Eventually,he became the president of the Ford Motor Company,but he clashed with Henry Ford II.He was fired in 1978,although the company posted a$2 billion profit for the year.Career at ChryslerIacocca was strongly courted by
5、 the Chrysler Corporation,which was on the verge of going out of business at the time.Realizing that the company would go out of business if it did not receive a significant amount of money for a turnaround,Iacocca approached the United States Congress in 1979 and asked for a loan guarantee.Througho
6、ut the 1980s,Iacocca appeared in a series of commercials for the companys vehicles,using the ad campaign,The pride is back,to denote the turnaround of the corporation.He also used what was to become his trademark phrase:If you can find a better car,buy it.Iacocca retired as President,CEO and Chairma
7、n of Chrysler at the end of 1992.Describing productsLook at the pictures on page 86.Describe them,using the words in the box.Bulky fast state-of-the-art poor old-fashioned basic unwieldy efficient dependable inexpensive small time-consuming practical innovative up-market clever erratic over-priced i
8、mpractical Negotiating Read the extract from getting past no by William Ury.How could the AT&T negotiator have avoided this breakdown in communication?3 volunteers are needed:one to narrate,one to play the part of the Boeing purchasing director and one to play the part of AT&T sales chief.William Ur
9、y&Roger FisherTwo professors from Harvard University,famous for the establishment of Principled Negotiation.Getting to Yes:Negotiating an Agreement without Giving in,which is widely quoted by negotiators and regarded“Bible”of negotiation.Solution He could have been more positive in his response to t
10、he terms demanded by the Boeing executive without committing himself completely.1.Collaborative/Integrative Negotiation,Win-win Concept,Negotiation on the merits,established by Roger Fisher and William Ury,professors of Harvard University.2.The core of PN:reach a resolution beneficial to both partie
11、s by seeking the common ground and shared interests not by way of haggling.People:Separate the people from the problem.Interests:Focus on interests not positions.Options:Invent options for mutual gains.Criteria:Insist on using objective criteria.The 4 Principles The parties compete over the distribu
12、tion of a fixed sum of value.It centers on who will claim the most value.A gain by one side is made at the expense of the other.Zero-sum or constant-sum or win-lose negotiation.Distributive NegotiationBATNAA concept developed by Roger Fisher and William Ury,is your preferred course of action in the absence of an agreement.Knowing your BATNA means knowing what you will do or what will happen if you fail to reach an agreement in the negotiation at hand.est lternative o a egotiated greementSumming up
