商务英语期末考试话剧剧本.doc

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 Carla: Goog morning SandySandy:Good moring can i help you?Juice:We had an appointment to meet the manager NicholasSandy:OK! Please wait a minute Sandy:hello Mr Nicholas .Juice and Carla had come hereVan: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 pleaseCarla:me too Van :So, Carla, do you have a marketing plan for our newice-cream sandwich?Carla: Yes I do. After going through our S.W.O.T. process, Ithink were in good shape. One of our main strengthsis the quality of our ice-cream, and theres is a goodmarket opportunity for the novelty of a choice offlavors. 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, sotheres no threat to speak of, either.Van: I assume we dont need to worry about creating a need, with summer almost here.Carla: Right. As for the marketing mix, well package itin gold foil with dark brown lettering to simulatechocolate, and price it 20% higher than ourchocolate-covered ice-cream bar. Itll be introducedin selected places across the country starting nextmonth. The main promotion will be throughadvertising, using a pull strategy, of course. Wehavent finalized our ads yet, so Ill have to let youknow. Can we meet again the beginning of nextweek?Van: Sure can. Let me check . how about Tuesdaymorning at 10:30?Carla: Uh, 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 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 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!