熟讀2分鐘
The product launch is Tuesday.
We should be prepared with a back-up plan just in case.
Opening day is Tuesday.
Promotional events are a major source of attracting new customers.
產品在周二投放市場。
我們應該準備一個備用計劃以防萬一。
周二開幕。
總共有15場促銷活動。
促銷活動是吸引新顧客的主要途徑。
一邊聽一邊練
A: What kind of promotional events are scheduled for the new product line?
B: Marketing department has set up some sponsoring events throughout the year.
A: What kind of sponsoring are we talking about?
B: Take the tri-city marathon for starters. This is a highly publicized event. The television exposure alone will nearly double our customer awareness.
A: Other than the marathon, what else is on the list?
B: We've got an opportunity in the Olympic stadium sponsoring one of the teams' equipment, then a rally for cancer research.
A: That seems kind of random, don't you think?
B: It might seem that way, but these events were all carefully chosen based on marketing research.
A：對新的產品系列安排了什么樣的促銷活動？
B:市場部已經決定進行持續一年的贊助活動。
A:我們一開始要贊助三個城市聯合舉辦的馬拉松比賽，這個活動宣傳力度很大。光電視意一項的上鏡機會就會使我們的顧客關注度翻番。
A:除了馬拉松比賽，還準備搞什么活動？
B:我們在奧林匹克體育館得到贊助其中一個參賽隊伍裝備的機會，還有就是宣傳癌癥研究的集會。
A:好像有點雜亂，你認為呢？
B:似乎有點亂，但是這些活動都是在市場調查的基礎上認真做出的選擇。
情景短劇扮演
（Hank and Liu Xue are talking about marketing methods.）
Liu Xue: Now, let's resume our discussion. The next point concerns the objectives. Hank, are you prepared to make a rough estimation?
Hank: Yes. In order to get a profit of $1.8 million one year as suggested by the Board, we have to increase our sales revenue to $18 million if we can make the profit rate 10%. If we sell the watches at a price of $130 per unit, we'll have to sell a total of 138,460 units. That would probably cover a market share of 6%. We would hopefully regain what we've lost if our sales of other watches do not fall.
Liu Xue: What kind of marketing media should we apply?
Hank: Since most of our prospects are young people and fashion followers, the best choices would be pop music programs, sports programs and fashion programs on radio and TV.
Liu Xue: What about the net?
Hank: That's also a god place to advertise our new product.
（漢克和劉雪在討論營銷手段。）
劉雪：現在，我們重新開始我們的討論。下一個關注點是目標。漢克，你準備好做粗略地估計了嗎？
漢克：是的。為了達到董事會建議的一年活力1800玩美元。如果我們每塊手表賣130美元的話，我們總共必須賣出138460塊手表。那可能會占到6%的市場份額。如果我們其他表的銷售額不下降的話，我們很有希望多會我們所失去的市場份額。
劉雪：應當采取那種媒體進行營銷？
漢克：由于我們的目標消費者是年輕人和追求時尚的人士，最佳的選擇是廣播和電視上的流行音樂節目、運動節目和時尚節目。
劉雪：那網絡呢？
漢克：那也是一種非常好的宣傳我們產品的方式。
The product launch is Tuesday.
We should be prepared with a back-up plan just in case.
Opening day is Tuesday.
Promotional events are a major source of attracting new customers.
產品在周二投放市場。
我們應該準備一個備用計劃以防萬一。
周二開幕。
總共有15場促銷活動。
促銷活動是吸引新顧客的主要途徑。
一邊聽一邊練
A: What kind of promotional events are scheduled for the new product line?
B: Marketing department has set up some sponsoring events throughout the year.
A: What kind of sponsoring are we talking about?
B: Take the tri-city marathon for starters. This is a highly publicized event. The television exposure alone will nearly double our customer awareness.
A: Other than the marathon, what else is on the list?
B: We've got an opportunity in the Olympic stadium sponsoring one of the teams' equipment, then a rally for cancer research.
A: That seems kind of random, don't you think?
B: It might seem that way, but these events were all carefully chosen based on marketing research.
A：對新的產品系列安排了什么樣的促銷活動？
B:市場部已經決定進行持續一年的贊助活動。
A:我們一開始要贊助三個城市聯合舉辦的馬拉松比賽，這個活動宣傳力度很大。光電視意一項的上鏡機會就會使我們的顧客關注度翻番。
A:除了馬拉松比賽，還準備搞什么活動？
B:我們在奧林匹克體育館得到贊助其中一個參賽隊伍裝備的機會，還有就是宣傳癌癥研究的集會。
A:好像有點雜亂，你認為呢？
B:似乎有點亂，但是這些活動都是在市場調查的基礎上認真做出的選擇。
情景短劇扮演
（Hank and Liu Xue are talking about marketing methods.）
Liu Xue: Now, let's resume our discussion. The next point concerns the objectives. Hank, are you prepared to make a rough estimation?
Hank: Yes. In order to get a profit of $1.8 million one year as suggested by the Board, we have to increase our sales revenue to $18 million if we can make the profit rate 10%. If we sell the watches at a price of $130 per unit, we'll have to sell a total of 138,460 units. That would probably cover a market share of 6%. We would hopefully regain what we've lost if our sales of other watches do not fall.
Liu Xue: What kind of marketing media should we apply?
Hank: Since most of our prospects are young people and fashion followers, the best choices would be pop music programs, sports programs and fashion programs on radio and TV.
Liu Xue: What about the net?
Hank: That's also a god place to advertise our new product.
（漢克和劉雪在討論營銷手段。）
劉雪：現在，我們重新開始我們的討論。下一個關注點是目標。漢克，你準備好做粗略地估計了嗎？
漢克：是的。為了達到董事會建議的一年活力1800玩美元。如果我們每塊手表賣130美元的話，我們總共必須賣出138460塊手表。那可能會占到6%的市場份額。如果我們其他表的銷售額不下降的話，我們很有希望多會我們所失去的市場份額。
劉雪：應當采取那種媒體進行營銷？
漢克：由于我們的目標消費者是年輕人和追求時尚的人士，最佳的選擇是廣播和電視上的流行音樂節目、運動節目和時尚節目。
劉雪：那網絡呢？
漢克：那也是一種非常好的宣傳我們產品的方式。
