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 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. 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.
V an : 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?
V an: 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.
V an: 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.
V an: 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.
V an : Sounds like we’ll have a winner on our hands!