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.

　　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.

　　在这一对话中同，Tanya Nichols是一家冰淇淋制造公司的业主，她正在和他的营销经理Carla Hutchison谈论一种新产品的营销策略。

Tanya:Carla,你对我们新的冰激凌三明治有什么营销计划吗？

Carla: 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。

Tanya:我想夏季就要来临，我们不用再为创造需求而担心。

Carla：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激凌贵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，因此我还得要通知你。我们下周初能再碰一下面吗？

Tanya:当然可以。让我看一下……星期二早上10：30怎么样？

Carla:呃，我看看……我没问题。

Tanya:好，干得好。