不可錯過(guò)的營(yíng)銷(xiāo)策略對話(huà)實(shí)例

　　營(yíng)銷(xiāo)是公司發(fā)展業(yè)務(wù)的重要手段。如何推出新產(chǎn)品和占領(lǐng)市場(chǎng)，營(yíng)銷(xiāo)策略的制定是至關(guān)重要的。Tanya Nichols是一家冰淇淋制造公司的老板，她正在和她的營(yíng)銷(xiāo)經(jīng)理Carla Hutchison談?wù)撘环N新口味冰淇淋的營(yíng)銷(xiāo)策略。

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

　　Carla，你對我們新的冰淇淋三明治有什么營(yíng)銷(xiāo)計劃嗎？

　　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 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.

　　是的我有。經(jīng)過(guò)SWOT分析，我認為我們的經(jīng)營(yíng)狀況很好。我們的主要優(yōu)勢之一是我們產(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。因為我們公司已有一個(gè)好的形象，我并不認為有很多不利因素。沒(méi)有其他公司有5種口味的冰淇淋三明治，所以對我們來(lái)說(shuō)談不上有什么威脅。

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

　　我想夏天就要來(lái)了，我們不用再為創(chuàng )造需求而擔心。

　　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?

　　對。至于說(shuō)營(yíng)銷(xiāo)組合，我們要用像巧克力一樣的深褐色字母的金箔紙來(lái)包裝它，仿照巧克力，并且定價(jià)比我們的巧克力脆皮冰淇淋貴20%。下個(gè)月將要在全國有選擇地投放市場(chǎng)。主要通過(guò)廣告促銷(xiāo)，當然是運用“拉”的策略。我們還沒(méi)有最終決定我們的廣告，因此我還得要報告你。我們下周初能再碰一下面嗎？

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

　　當然可以。讓我看一下……星期二早上10:30怎么樣？

　　Carla: Uh, let's see …… okay with me.

　　呃，我看看……我沒(méi)問(wèn)題。

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