商务对话实战之营销策略篇

　　In this conversation, Tanya Nichols, the owner of an ice cream manufacturing company, is talking with her marketing¹ manager, Carla Hutchison, about the marketing strategy for a new product.

　Tanya:　So, Carla, do you have a marketing plan for our new　ice-cream sandwich?

　　Carla: Yes I do. After going through our S.W.O.T. process, I　think we’re in good shape. One of our main strengths　is the quality of our ice-cream, and there’s is a good　market opportunity for the novelty of a choice of　flavors. Since our company already has a good image,I don’t see many weaknesses. No other company sells

　　ice-cream sandwiches with a choice of 5 flavors, so　there’s no threat to speak of, either.

　　Tanya: I assume we don’t need to worry about creating a need, with summer almost here.

　　Carla: Right. As for the marketing mix, we’ll package it　in gold foil with dark brown lettering to simulate　chocolate, and price it 20% higher than our　chocolate-covered ice-cream bar. It’ll be introduced　in selected places across the country starting next　month. The main promotion² will be through　advertising³, using a ‘pull’ strategy, of course. We　haven’t finalized⁴ our ads yet, so I’ll have to let you　know. Can we meet again the beginning of next　week?

　　Tanya: Sure can. Let me check ... how about Tuesday　morning at 10:30?

　　Carla: Uh, let’s see ... okay with me.

　　中：

　　在这一对话中，Tanya Nichols是一家冰淇淋制造公司的业主，她正在和他的营销经理Carla Hutchison谈论一种新产品的营销策略。

　　Tanya: Carla,你对我们新的冰激凌三明治有什么营销计划吗？

　Tanya:　So, Carla, do you have a marketing plan for our new　ice-cream sandwich?

　　Carla: Yes I do. After going through our S.W.O.T. process, I　think we’re in good shape. One of our main strengths　is the quality of our ice-cream, and there’s is a good　market opportunity for the novelty of a choice of　flavors. Since our company already has a good image,I don’t see many weaknesses. No other company sells

　　ice-cream sandwiches with a choice of 5 flavors, so　there’s no threat to speak of, either.

　　Tanya: I assume we don’t need to worry about creating a need, with summer almost here.

　　Carla: Right. As for the marketing mix, we’ll package it　in gold foil with dark brown lettering to simulate　chocolate, and price it 20% higher than our　chocolate-covered ice-cream bar. It’ll be introduced　in selected places across the country starting next　month. The main promotion will be through　advertising, using a ‘pull’ strategy, of course. We　haven’t finalized our ads yet, so I’ll have to let you　know. Can we meet again the beginning of next　week?

　　Tanya: Sure can. Let me check ... how about Tuesday　morning at 10:30?

　　Carla: Uh, let’s see ... okay with me.

　　中：

　　在这一对话中，Tanya Nichols是一家冰淇淋制造公司的业主，她正在和他的营销经理Carla Hutchison谈论一种新产品的营销策略。

　　Tanya: Carla,你对我们新的冰激凌三明治有什么营销计划吗？