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 newice-cream sandwich?
Carla: Yes I do. After going through our S.W.O.T. process, Ithink were in good shape. One of our main strengthsis the quality of our ice-cream, and theres is a goodmarket opportunity for the novelty of a choice offlavors. Since our company already has a good image,I dont see many weaknesses. No other company sells
ice-cream sandwiches with a choice of 5 flavors, sotheres no threat to speak of, either.
Tanya: I assume we dont need to worry about creating a need, with summer almost here.
Carla: Right. As for the marketing mix, well package itin gold foil with dark brown lettering to simulatechocolate, and price it 20% higher than ourchocolate-covered ice-cream bar. Itll be introducedin selected places across the country starting nextmonth. The main promotion2 will be throughadvertising3, using a pull strategy, of course. Wehavent finalized4 our ads yet, so Ill have to let youknow. Can we meet again the beginning of nextweek?
Tanya: Sure can. Let me check ... how about Tuesdaymorning at 10:30?
Carla: Uh, lets see ... okay with me.
中：
在这一对话中，Tanya Nichols是一家冰淇淋制造企业的业主，她正在和他的推广经理Carla Hutchison谈论一种新品的营销推广方案。
Tanya: Carla,你对大家新的冰激凌三明治有哪些营销推广策略吗？
Tanya:So, Carla, do you have a marketing plan for our newice-cream sandwich?
Carla: Yes I do. After going through our S.W.O.T. process, Ithink were in good shape. One of our main strengthsis the quality of our ice-cream, and theres is a goodmarket opportunity for the novelty of a choice offlavors. Since our company already has a good image,I dont see many weaknesses. No other company sells
ice-cream sandwiches with a choice of 5 flavors, sotheres no threat to speak of, either.
Tanya: I assume we dont need to worry about creating a need, with summer almost here.
Carla: Right. As for the marketing mix, well package itin gold foil with dark brown lettering to simulatechocolate, and price it 20% higher than ourchocolate-covered ice-cream bar. Itll be introducedin selected places across the country starting nextmonth. The main promotion will be throughadvertising, using a pull strategy, of course. Wehavent finalized our ads yet, so Ill have to let youknow. Can we meet again the beginning of nextweek?
Tanya: Sure can. Let me check ... how about Tuesdaymorning at 10:30?
Carla: Uh, lets see ... okay with me.
中：
在这一对话中，Tanya Nichols是一家冰淇淋制造企业的业主，她正在和他的推广经理Carla Hutchison谈论一种新品的营销推广方案。
Tanya: Carla,你对大家新的冰激凌三明治有哪些营销推广策略吗？
