情景欣赏 1
A: OK, let,s go back to the original plan and see where we have got to. The preliminary market test was due to start last September, is that right?
甲:好吧,我们回顾一下最初的计划,看看已经做了哪些工作。前期市场测试应该从去年九月份开始,对吧?.
Yes, that’s right. We set up a small-scale trial in the north. We ran the market test for 2 months, until the middle of November.
乙:是的。我们在北部进行了一次小型的投放实验,市场测试进行了两个月,直到11月中旬结束。
And what were the results like?
甲:结果怎么样?
Very encouraging. Sales reached their target and generally consumer reaction
was good.
乙:非常令人振奋。销售额达到了预期的目标而且总体来说,消费者的反应也不错。
So what was the next step?
A: OK, let,s go back to the original plan and see where we have got to. The preliminary market test was due to start last September, is that right?
甲:好吧,我们回顾一下最初的计划,看看已经做了哪些工作。前期市场测试应该从去年九月份开始,对吧?.
Yes, that’s right. We set up a small-scale trial in the north. We ran the market test for 2 months, until the middle of November.
乙:是的。我们在北部进行了一次小型的投放实验,市场测试进行了两个月,直到11月中旬结束。
And what were the results like?
甲:结果怎么样?
Very encouraging. Sales reached their target and generally consumer reaction
was good.
乙:非常令人振奋。销售额达到了预期的目标而且总体来说,消费者的反应也不错。
So what was the next step?
甲:下一步计划是什么?
Well, as you know, the plan was to move to a national launch fairly quickly. We had planned this January for a major TV advertising campaign.
乙:您知道,按这个计划很快就要在全国投放产品。我们本来打算在今年1月份进行一次以电视为媒介的大型宣传活动。
So what’s gone wrong?
甲:出什么问题了?
Basically, we’ve had problems in production. It seems that scaling up production for a national launch has been much more difficult than expected.
乙:基本上是生产上有问题。在全国投放,需要增加产量,这比预计的要困难。
That’s ridiculous. We had no problems with production during the test
market phase.
甲:荒谬。在市场测试阶段我们并不存在生产上的问题。
I know, but that was on a much smaller scale. It seems that they’ve run into difficulties with the tooling for the machines - you? 11 have to talk to Bill about that.
Well, as you know, the plan was to move to a national launch fairly quickly. We had planned this January for a major TV advertising campaign.
乙:您知道,按这个计划很快就要在全国投放产品。我们本来打算在今年1月份进行一次以电视为媒介的大型宣传活动。
So what’s gone wrong?
甲:出什么问题了?
Basically, we’ve had problems in production. It seems that scaling up production for a national launch has been much more difficult than expected.
乙:基本上是生产上有问题。在全国投放,需要增加产量,这比预计的要困难。
That’s ridiculous. We had no problems with production during the test
market phase.
甲:荒谬。在市场测试阶段我们并不存在生产上的问题。
I know, but that was on a much smaller scale. It seems that they’ve run into difficulties with the tooling for the machines - you? 11 have to talk to Bill about that.
乙:是的,但是那个生产规模要小得多。现在在机器设备方面我们有困难,您得和比尔谈谈这个问题。
I don’t want to talk to Bill. I want you to tell me where we stand.
甲:我不想和比尔谈。我想你告诉我一下我们现在的情况。
Of course. We now have a launch date for early next month - May 5th. The TV
advertising will start the weekend before May 2nd. At the moment,we're working on some new promotion literature, which will be used in the shops.
乙:当然可以。我们在全国投放的日期是下个月初--五月五号。电视广告会在这个之前的周末也就是五月二号开始。同时.我们会做一些宣传材料,这些传单会在商店里使用。
I thought you finished that ages ago.
甲:我还以为这些你早就做好了。
Yes, that’s true. But because of the delay on the launch date, we have to
update it.
乙:没错,是做好了。但是由于投放日期推迟,我们需要做一些更新。
I see.
I don’t want to talk to Bill. I want you to tell me where we stand.
甲:我不想和比尔谈。我想你告诉我一下我们现在的情况。
Of course. We now have a launch date for early next month - May 5th. The TV
advertising will start the weekend before May 2nd. At the moment,we're working on some new promotion literature, which will be used in the shops.
乙:当然可以。我们在全国投放的日期是下个月初--五月五号。电视广告会在这个之前的周末也就是五月二号开始。同时.我们会做一些宣传材料,这些传单会在商店里使用。
I thought you finished that ages ago.
甲:我还以为这些你早就做好了。
Yes, that’s true. But because of the delay on the launch date, we have to
update it.
乙:没错,是做好了。但是由于投放日期推迟,我们需要做一些更新。
I see.
甲:哦。
So, besides the launch advertising and promotion campaign, we are going to hold both national and local press conferences so that we can maximize the media coverage during the launch phase.
乙:除了投放时的广告和促销活动,我们还将召开地方及全国性的新闻发布会。这样,我们就可以在投放阶段达到最大的媒体覆盖率
When are they due to take place?
甲:计划什么时候开始?
Next week actually, on April 15th and 16th.
乙:就下周,四月十五号、十六号。
Right, I must go now, but keep me up-to-date with developments,
甲:好,我现在得走了,随时将最新的情况告诉我。
I certainly will.
乙:我会的。
So, besides the launch advertising and promotion campaign, we are going to hold both national and local press conferences so that we can maximize the media coverage during the launch phase.
乙:除了投放时的广告和促销活动,我们还将召开地方及全国性的新闻发布会。这样,我们就可以在投放阶段达到最大的媒体覆盖率
When are they due to take place?
甲:计划什么时候开始?
Next week actually, on April 15th and 16th.
乙:就下周,四月十五号、十六号。
Right, I must go now, but keep me up-to-date with developments,
甲:好,我现在得走了,随时将最新的情况告诉我。
I certainly will.
乙:我会的。
情景欣赏 2
A: So,do you have a marketing plan for our new ice-cream sandwich?
甲:你对我们新的冰激凌三明治有什么营销计划吗?
B: Yes I do. After going through our S. W.0. T. (Strength, Weakness, Opportunity, Threats) 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.
乙:是的。经过态势分析法分析,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,并且口味可供选择的产品比较新颖,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。
A: I assume we don’t need to worry about creating a need, with summer almost here.
甲:我想夏季就要来临,我们不用再为创造需求而担心。
A: So,do you have a marketing plan for our new ice-cream sandwich?
甲:你对我们新的冰激凌三明治有什么营销计划吗?
B: Yes I do. After going through our S. W.0. T. (Strength, Weakness, Opportunity, Threats) 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.
乙:是的。经过态势分析法分析,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,并且口味可供选择的产品比较新颖,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。
A: I assume we don’t need to worry about creating a need, with summer almost here.
甲:我想夏季就要来临,我们不用再为创造需求而担心。
B: Right. As for the marketing mix, we,11 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,11 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 IMl have to let you know. Can we meet again the beginning of next week?
乙:对。至于说营销组合,我们要用带有深褐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?
A: Sure can. Let me check. How about Tuesday morning at 10:30?
甲:当然可以。让我看一下。星期二早上10:30怎么样?
B: Uh, let’s see. Okay with me.Next Tuesday
乙:呃,我看看,我没问题。下星期二
A: So, what’s the status of our advertising campaign?
乙:对。至于说营销组合,我们要用带有深褐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?
A: Sure can. Let me check. How about Tuesday morning at 10:30?
甲:当然可以。让我看一下。星期二早上10:30怎么样?
B: Uh, let’s see. Okay with me.Next Tuesday
乙:呃,我看看,我没问题。下星期二
A: So, what’s the status of our advertising campaign?
甲:我们公司的广告宣传做得怎么样了?
B: As I mentioned before, it,11 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.
乙:正如我以前所提到的,我们下个月开始的宣传活动,是全国范围的。我们已经决定利用各种媒体做全面宣传。首先,我们在电视上做持续三个礼拜的广告,每天一次,时间为30秒钟。同时,我们还会在被选中的人口较多的城市的电台广播中宣传,每天三次,每次时间为15秒。最后,我们还会有一些户外宣传活动,在大城市的主要入口处,树立广告牌。
A ; What style will the ads use?
甲:那么采取什么样的风格呢?
B: 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.
B: As I mentioned before, it,11 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.
乙:正如我以前所提到的,我们下个月开始的宣传活动,是全国范围的。我们已经决定利用各种媒体做全面宣传。首先,我们在电视上做持续三个礼拜的广告,每天一次,时间为30秒钟。同时,我们还会在被选中的人口较多的城市的电台广播中宣传,每天三次,每次时间为15秒。最后,我们还会有一些户外宣传活动,在大城市的主要入口处,树立广告牌。
A ; What style will the ads use?
甲:那么采取什么样的风格呢?
B: 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.
乙:我们将把焦点放在日常生活方面,告诉你只要咬一口冰淇淋三明治,就 能消除夏日炎热。我们还会给出一些推荐我们产品的原因,借此大肆宣传产品的多样性口味,告诉大家香草味不是唯一的口味。
A: Sounds like an ideal approach. Will we have a new slogan?
甲:似乎是个完美的方案。我们会有新的口号吗?
B: Definitely. The advertising agency’s working on that right now. They’ll have some proposals ready by the end of the week.
乙:当然,广告代理商正在设计呢。这个周末会出台一些新的策划。
A: Sounds like we Ml have a winner on our hands!
甲:听起来我们将会成为一个大赢家!
A: Sounds like an ideal approach. Will we have a new slogan?
甲:似乎是个完美的方案。我们会有新的口号吗?
B: Definitely. The advertising agency’s working on that right now. They’ll have some proposals ready by the end of the week.
乙:当然,广告代理商正在设计呢。这个周末会出台一些新的策划。
A: Sounds like we Ml have a winner on our hands!
甲:听起来我们将会成为一个大赢家!
经典句型
1.Let,s go back to the original plan and see where we have got to.
我们回顾一下最初的计划,看看已经做了哪些工作。
2.The preliminary market test was due to start last September.
前期市场测试应该从去年九月份开始。
3.We set up a small-scale trial in the north. We ran the market test for 2 months, until the middle of November.
我们在北部进行了一次小型的投放实验,市场测试进行了两个月,直到11月中旬 结束。
4.Sales reached their target and generally consumer reaction was good.
销售额达到了预期的目标,而且总体来说,消费者的反应也不II。
5.The plan was to move to a national Launch fairly quickly. We had planned this January for a major TV advertising campaign.
按这个计划很快就要在全国投放产品。我们本来打算在今年1月份进行一次以电 视为媒介的大型宣传活动。
6.We had no problems with production during the test market phase.
在市场测试阶段我们并不存在生产上的问题。
7.Do you have a marketing plan for our new ice-cream sandwich?
你对我们新的冰激凌三明治有什么营销计划吗?
8.There’s is a good market opportunity for the novelty of a choice of flavors.
3.We set up a small-scale trial in the north. We ran the market test for 2 months, until the middle of November.
我们在北部进行了一次小型的投放实验,市场测试进行了两个月,直到11月中旬 结束。
4.Sales reached their target and generally consumer reaction was good.
销售额达到了预期的目标,而且总体来说,消费者的反应也不II。
5.The plan was to move to a national Launch fairly quickly. We had planned this January for a major TV advertising campaign.
按这个计划很快就要在全国投放产品。我们本来打算在今年1月份进行一次以电 视为媒介的大型宣传活动。
6.We had no problems with production during the test market phase.
在市场测试阶段我们并不存在生产上的问题。
7.Do you have a marketing plan for our new ice-cream sandwich?
你对我们新的冰激凌三明治有什么营销计划吗?
8.There’s is a good market opportunity for the novelty of a choice of flavors.
口味可供选择的产品比较新颖,在市场上有很大商机。
9.I assume we don’t need to worry about creating a need.
我想我们不用再为创造需求而担心。
10.It,11 be introduced in selected places across the country starting next month. 下个月将要在全国有选择地投放市场。
11.We haven’t finalized our ads yet.
.我们还没有最终决定我们的广告。reaction plan
12.We’ve decided to use a variety of media for full coverage.
我们已经决定利用各种媒体做全面宣传。
13.They’ll have some proposals ready by the end of the week.
这个周末会出台一些新的策划。
9.I assume we don’t need to worry about creating a need.
我想我们不用再为创造需求而担心。
10.It,11 be introduced in selected places across the country starting next month. 下个月将要在全国有选择地投放市场。
11.We haven’t finalized our ads yet.
.我们还没有最终决定我们的广告。reaction plan
12.We’ve decided to use a variety of media for full coverage.
我们已经决定利用各种媒体做全面宣传。
13.They’ll have some proposals ready by the end of the week.
这个周末会出台一些新的策划。
固定搭配
1.preliminary先期的,初始的
2. market test市场测试
3.small-scale 小型的
4.run a test进行测试
5.advertising campaign 广告促销活动
6.problems in production 生产上有问题
7.scale up production 增加产量
8.promotion campaign 市场促销活动
9.market opportunity 市场商机
10.marketing mix 营销组合
11.billboard 广告牌
12.hype大肆宣传
13.advertising agency广告社,广告代理
14.be closed to visitors 不对外开放
4.run a test进行测试
5.advertising campaign 广告促销活动
6.problems in production 生产上有问题
7.scale up production 增加产量
8.promotion campaign 市场促销活动
9.market opportunity 市场商机
10.marketing mix 营销组合
11.billboard 广告牌
12.hype大肆宣传
13.advertising agency广告社,广告代理
14.be closed to visitors 不对外开放
知识百科
如何拟定商务计划
当你考虑成立公司,在做出任何行动前,要先拟订两务计划(business plan),优秀的商务
如何拟定商务计划
当你考虑成立公司,在做出任何行动前,要先拟订两务计划(business plan),优秀的商务
计划不但有助你做出正确的决定,更让你知道业务的成功机会。在你要申请贷款作剑业资金(startup capital)时,商务计划亦是重要的数据。
商务计划要清楚列出你的业务和创业目标(objectives)、分析现金周转(cash flow),助你适当地分配资源,亦可引导你做出正确的商业决定。拟订商务计划是必须的步骤,否则在创业初期可能会遇上问题。以下是一些撰写商务计划的基本指引:在开始撰写计划书前,要先考虑以下问题:
1.你的公司提供什么产品或服务?这些产品或服务在市场上是否有需求?
2.目标客户(targetcustomers)是哪些人?他们为什么要向你购买这些产品或服务?
3.怎样令目标客户知道你的存在?
4.有什么途径筹募资金创业?
计划内容重点
个人和业务的目标:你想达到什么成绩?
服务或产品:有什么不同之处,是否有其市场价值(market value)?
目标市场:目标客户是什么人,他们需要什么?
市场情况:你的竞争对手(conipetitors)是谁?你有什么优胜之处?
商务计划要清楚列出你的业务和创业目标(objectives)、分析现金周转(cash flow),助你适当地分配资源,亦可引导你做出正确的商业决定。拟订商务计划是必须的步骤,否则在创业初期可能会遇上问题。以下是一些撰写商务计划的基本指引:在开始撰写计划书前,要先考虑以下问题:
1.你的公司提供什么产品或服务?这些产品或服务在市场上是否有需求?
2.目标客户(targetcustomers)是哪些人?他们为什么要向你购买这些产品或服务?
3.怎样令目标客户知道你的存在?
4.有什么途径筹募资金创业?
计划内容重点
个人和业务的目标:你想达到什么成绩?
服务或产品:有什么不同之处,是否有其市场价值(market value)?
目标市场:目标客户是什么人,他们需要什么?
市场情况:你的竞争对手(conipetitors)是谁?你有什么优胜之处?
定价:服务或产品的收费会是多少?
产品或服务推广(promotion):有什么途径可以考虑?所需支出是多少?
产品或服务推广(promotion):有什么途径可以考虑?所需支出是多少?
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