[商务英语] 对话实例营销策略营销是公司发展业务的重要手段。
如何推出新产品和占领市场，营销策略的制定是至关重要的。
Tanya Nichols是一家冰淇淋制造公司的老板，她正在和她的营销经理Carla Hutchison谈论一种新口味冰淇淋的营销策略。
Tanya: So, Carla, do you have a marketing plan for our new ice-cream sandwich?Carla，你对我们新的冰淇淋三明治有什么营销计划吗？[/COLOR]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。
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。
[/COLOR]Tanya: I assume we don't need to worry about creating a need, with summer almost here.我想夏天就要来了，我们不用再为创造需求而担心。
[/COLOR]Carla: Right. As for the marketing mix,we'll package it in gold foil with darkbrown lettering to simulate chocolate,and price it 20% higher than ourchocolate-covered ice-cream bar. It'llbe introduced in selected places acrossthe country starting next month. Themain promotion will be throughadvertising, using a "pull" strategy,of course. We haven't finalized our adsyet, so I'll have to let you know. Canwe meet again the beginning of nextweek?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淇淋贵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，因此我还得要报告你。
我们下周初能再碰一下面吗？[/COLOR]Tanya: Sure can. Let me check ... howabout Tuesday morning at 10:30?当然可以。
让我看一下……星期二早上10:30怎么样？[/COLOR]Carla: Uh, let's see ... okay with me.呃，我看看……我没问题。
[/COLOR]收藏分享评分适合家庭主妇、投资型男的居家小本事业,免费起步!回复引用订阅TOPAdelyn有过贡献的斑竹沙发发表于 2006-5-28 04:22| 只看该作者广告宣传上一次Tanya Nichols和Carla Hutchison商讨了公司新口味冰淇淋的营销策略。
现在，他们打算正式开始广告宣传了。
他们就宣传活动进行了一番讨论。
Tanya: Good morning, Carla. How are you today?早上好，Carla。
你今天过得怎么样？[/COLOR]Carla: I'm doing fine. How about you?我很好，你呢？Tanya: Great, thanks. So, what's the status of our advertising campaign?很好，谢谢。
我们公司的广告宣传作得怎么样了？[/COLOR]Carla: As I mentioned before, a national campaign will start next month. We've decided to use a variety of media for full coverage. First, we'll have30-second spots on television once a day for 3 weeks. At the same time, we'll do 15-second radio commercials 3 times a day in selected cities with large populations. Finally, we'll have some outdoor ads using billboards near the main entrances to big cities.正如我以前所提到的，我们下个月将开始全国范围内的宣传活动。
我们已经决定利用各种媒体做全面宣传。
首先，我们在电视上做持续三个礼拜的广告，每天一次，每次30秒。
同时，我们还会选人口较多的城市，用电台广播宣传，每天三次，每次15秒。
最后，我们还会有一些户外宣传活动，在大城市的主要入口处树立广告牌。
[/COLOR]Tanya: What will the ads be? 那么采取什么样的风格呢？[/COLOR]Carla: We're focusing on slice of life, showing how you can beat the summer heat by biting into a cool ice-cream sandwich. We'll also show everyone there are variety of flavors and they're not stuck with just vanilla.我们将把焦点放在日常生活方面，告诉你只要吃一个冰淇淋三明治，就能消除夏日炎热。
我们还会给大家展示我们多种口味的冰淇淋，香草并不是唯一的口味。
[/COLOR]Tanya: Sounds like an ideal approach. Will we have a new slogan?似乎是个完美的方案。
我们会有新的口号吗？[/COLOR]Carla: Definitely. The advertising agency's working on that right now. They'll have some proposals ready by the end of the week.当然，广告代理商正在设计呢。
这个周末会出台一些新的策划。
[/COLOR]Tanya: Sounds like we'll have a winner on our hands!听起来我们将会成为一个大赢家[/COLOR]！适合家庭主妇、投资型男的居家小本事业,免费起步!回复引用TOPAdelyn 有过贡献的斑竹3楼发表于 2006-5-28 04:24 | 只看该作者客户关系管理客户关系管理是公司经营管理中很重要的一部分。
Douglas Winters是一家百货公司的客户服务部经理，最近他的公司收到了不少客户投诉。
现在，他正在和他的一名属下Howard Mendell讨论解决这些问题的事宜。
Douglas: I called you in because I've been hearing about too many customer complaints recently, even from some of our most loyal customers. What do you know about this, Howard?我把你叫进来是因为最近我听到不少顾客对我们工作的抱怨，甚至有一些是从我们最忠实的顾客那里传来的。
Howard，你是怎么看的？[/COLOR]Howard: We've had a lot of problems with certain items from a new manufacturer. We've handled it according to the store policy of giving a refund or an exchange. Feedback from our staff indicates some customers think our quality control is lax.我们从一个新厂商那儿进的一些货确实有一些问题。
我们已经根据公司政策进行了合理的退换。
从我们职员那里得来的反馈也表明顾客认为我们对商品质量把关不严。
[/COLOR]Douglas: From their point of view, they're right! It's not our fault, of course, but what are we doing about it? Has there been any follow-up on this issue?从顾客的立场来想，他们是没有错的。
当然这也不是我们的错。
问题是，接下来我们做了什么了吗？[/COLOR]Howard: We've contacted Purchasing, and they're dealing with the manufacturer right now.我们已经联络采购部，他们也正在和供应商讨论相关事宜。