上海對(duì)外貿(mào)易學(xué)院vektor課程資料——intermediate-(參考版)
2024-08-03 13:22本頁(yè)面
【正文】 they have an earlier launch date and we think they have a larger advertising budget.K: Their strategy is very clear. They want our share of the market, both the European market and the export market.D: We cannot let them succeed. We have to consider which of these factors we can influence. Kate, any ideas?K: There are two immediate things we can do: we can increase our advertising budget and bring forward the launch date.D: Derek, is that feasible?D: I don’t think so.(MC24) Clive rings inC: I’ve got some news for you all.B: OK, just a second. I’ll switch on the speaker. Okay Clive, go ahead.C: I’ve got some useful information from Peter Day: first of all, I think they’re moving too fast. They haven’t done their sums.D: Clive, this is Derek. Do you know how large their production run’s going to be?C: It’s going to be around three hundred thousand units.C: That’s about what we hoped. More than four hundred and fifty thousand and we’ve got problems.K: This is Kate. I’ve got a question.C: Go ahead, Kate.K: Were you able to find out anything about their overseas marketing strategy?C: Well, I’ll tell you this, Kate. They won’t crack the American market. We’re a few steps ahead of them there and I want you to exploit that advantage, you need to get out there fast. Look, I’ll ring off now. I’ll get back to the office as soon as I can.(MC25) A strategy is decidedB: The most important thing now is to let all of the sales force know about this change in our game plan. Jenny, we need to write to them at once. We need to give them some of the background to this about what JK Toys are planning and about our new marketing strategy. That’s 1: the launch date, 2: the price cut and 3: the increased advertising budget.K: We need to make it clear that Big Boss is an absolute priority.B: Jenny. Could you make a draft of that and we’ll get it out as soon as possible. Edward, you’ve been very quiet. What else can we do in marketing?E: We must get into Smith’s catalogue. He’s chosen Dealer Dan and he’s decided not to include Big Boss.K: I don’t think he’ll change his mind now.C: I’ll deal with Mr. Smith. I’ll write to him straight after the meeting and let you have a copy.(MC26) A letter to Mr. SmithC: Jenny, I’d like to dictate a letter which needs to be faxed as soon as possible to Mr. Smith.J: Right. I’m ready.C: Dear Mr. Smith… I have learned that you have decided to select Dealer Dan for your catalogue, instead of Big Boss. I understand that your reasons for rejecting Big Boss are as follows: 1: that the unit cost will be 30% higher than the rival product. 2: that the launch date of Big Boss will be three weeks later. 3: that JK Toys, the manufacturer will mount an extensive advertising campaign to coincide with
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