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1、商务英语期末考试话剧剧本 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 companys new ice-cream sandwich. Juice and Ca
2、rla: 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:G
3、ood 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. process, I think were in good shape. One of our main strengths is the qu
4、ality of our ice-cream, and theres is a good market opportunity for the novelty of a choice of flavors. 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, so theres no threat to speak of, either. Van: I assum
5、e we dont need to worry about creating a need, with summer almost here. Carla: Right. As for the marketing mix, well package it in gold foil with dark brown lettering to simulate chocolate, and price it 20% higher than our chocolate-covered ice-cream bar. Itll be introduced in selected places across
6、 the country starting next month. The main promotion will be through advertising, using a pull strategy, of course. We havent finalized our ads yet, so Ill 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,
7、 lets see . okay with me. Van: So, whats the status of our advertising campaign? Juice: As I mentioned before, itll be a national campaign starting next month. Weve decided to use a variety of media for full coverage. First, well have 30-second spots on television once a day for 3 weeks.At the same
8、time, well do 15-second radio commercials 3 times a day in selected cities with large populations. Finally, well have some outdoor ads using billboards near main entrances to big cities. Van: What style will the ads use? Juice: Were focusing on slice of life, showing how you can beat the summer heat
9、 by biting into a cool ice-cream sandwich. Therell be some reason why thrown in to hype our choice of flavors and show everyone theyre not stuck with just vanilla. Van: Sounds like an ideal approach. Will we have a new slogan? Juice: Definitely. The advertising agencys working onthat right now. Theyll have some proposals ready by the end of the week. Van: Sounds like well have a winner on our hands!
