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.報(bào)關(guān)員教材

　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.

　在這一對(duì)話中，Tanya Nichols是一家冰淇淋制造公司的業(yè)主，她正在和他的營(yíng)銷經(jīng)理Carla Hutchison談?wù)撘环N新產(chǎn)品的營(yíng)銷策略。

　Tanya: Carla,你對(duì)我們新的冰激凌三明治有什么營(yíng)銷計(jì)劃嗎？

　Carla: 是的我有。經(jīng)過SWOT分析，我認(rèn)為我們的經(jīng)營(yíng)狀況很好。我們的主要優(yōu)勢(shì)之一是我們產(chǎn)品的質(zhì)量，并且創(chuàng)新口味的產(chǎn)品在市場(chǎng)上有很大商機(jī)。因?yàn)槲覀児疽延幸粋€(gè)好的形象，我并不認(rèn)為有很多不利因素。沒有其他公司有5種口味的冰淇淋三明治，所以對(duì)我們來說談不上有什么威脅。

　Tanya: 我想夏季就要來臨，我們不用再為創(chuàng)造需求而擔(dān)心。

　Carla:對(duì)。至于說營(yíng)銷組合，我們要用像巧克力一樣的深褐色字母的金箔紙來包裝它，仿照巧克力，并且定價(jià)比我們的巧克力脆皮冰激凌貴20%。下個(gè)月將要在全國(guó)有選擇地投放市場(chǎng)。主要通過 廣告促銷，當(dāng)然是運(yùn)用“拉”的策略。我們還沒有最終決定我們的廣告，因此我還得要通知你 。我們下周初能再碰一下面嗎？

　Tanya: 當(dāng)然可以。讓我看一下……星期二早上10:30怎么樣？

　Carla: 呃，我看看……我沒問題。

　Tanya: 好，干得好。