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.
［简译］
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？
Carla: 是的我有。经过SWOT剖析，我觉得大家的经营情况非常不错。大家的主要优势之一是大家商品的水平，并且革新口味的商品在市场上有非常大商业机会。由于大家公司已有一个好的形象，我并不觉得有不少不利原因。没其他公司有5种口味的冰淇淋三明治，所以对大家来讲谈不上有哪些威胁。
Tanya: 我想夏天就要到来，大家不需要再为创造需要而担忧。
Carla:对。至于说推广组合，大家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，并且定价比大家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 广告营销，当然是运用拉的方案。大家还没最后决定大家的广告，因此我还要要公告你 。大家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如何？
Carla: 呃，我看看我没问题。
Tanya: 好，干得好。
