商务英语：实战营销策略

　　In this conversation，Tanya Nichols，the owner of an ice cream manufacturing company，is talking with her marketing 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 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.

　　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？

　　Carla：是的我有。经过SWOT分析，我认为我们的经营状况很好。我们的主要优势之一是我们产品的质量，并且创新口味的产品在市场上有很大商机。因为我们公司已有一个好的形象，我并不认为有很多不利因素。没有其他公司有5种口味的冰淇淋三明治，所以对我们来说谈不上有什么威胁。

　　Tanya：我想夏季就要来临，我们不用再为创造需求而担心。

　　Carla：对。至于说营销组合，我们要用像巧克力一样的深褐色字母的金箔纸来包装它，仿照巧克力，并且定价比我们的巧克力脆皮冰激凌贵20%。下个月将要在全国有选择地投放市场。主要通过 广告促销，当然是运用“拉”的策略。我们还没有最终决定我们的广告，因此我还得要通知你。我们下周初能再碰一下面吗？

　　Tanya：当然可以。让我看一下……星期二早上10：30怎么样？

　　Carla：呃，我看看……我没问题。

　　Tanya：好，干得好。