商务英语期末考试话剧剧本_商务英语情景剧剧本
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商务英语期末考试话剧剧本
Sandy:In this conversation, Van Nichols, the owner of an ice cream manufacturing company, is talking with her marketing manager, Carla and Juice about the marketing strategy for a new product and
the advertising campaign for the company’s new ice-cream sandwich.Juice and Carla: Goog morning Sandy Sandy:Good moring can i help you? Juice:We had an appointment to meet the manager Nicholas Sandy:OK!Please wait a minute Sandy:hello Mr Nicholas.Juice and Carla had come here Van:OK!Let them in.Juice:may we come in? Van:yes please.Van: Good moning, Carla.and Juice
Carla:Good moning.Juice: Good moning.Sandy:What would you like to drink? Juice:Coffe please Carla:me too Van : 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.proce, 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 weaknees.No other company sells ice-cream sandwiches with a choice of 5 flavors, so there’s no threat to speak of, either.Van: I aume 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 acro 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?
Van: Sure can.Let me check...how about Tuesday morning at 10:30?
Carla: Uh, let’s see...okay with me.Van: So, what’s the status of our advertising campaign?
Juice: As I mentioned before, it’ll be a national campaign starting next month.We’ve decided to use a variety of media for full coverage.First, we’ll have 30-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 main entrances to big cities.Van: What style will the ads use?
Juice: We’re focusing on slice of life, showing how you can beat the summer heat by biting into a cool ice-cream sandwich.There’ll be some reason why thrown in to hype our choice of flavors and show everyone they’re not stuck with just vanilla.Van: Sounds like an ideal approach.Will we have a new slogan?
Juice: Definitely.The advertising agency’s working onthat right now.They’ll have some proposals ready by the end of the week.Van: Sounds like we’ll have a winner on our hands!
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