營銷是公司發展業務的重要手段。如何推出新產品和佔領市場，營銷策略的制定是至關重要的。Tanya Nichols是一家冰淇淋製造公司的老闆，她正在和她的營銷經理Carla Hutchison談論一種新口味冰淇淋的營銷策略。
Tanya: So, Carla, do you have a marketing plan for our new ice-cream sandwich?
Carla，你對我們新的冰淇淋三明治有什麼營銷計劃嗎？
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 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.
是的我有。經過SWOT分析，我認為我們的經營狀況很好。我們的主要優勢之一是我們產品的質量，並且創新口味的'產品在市場上有很大商機。因為我們公司已有一個好的形象，我並不認為有很多不利因素。沒有其他公司有5種口味的冰淇淋三明治，所以對我們來說談不上有什麼威脅。
Tanya: I assume we don't need to worry about creating a need, with summer almost here.
我想夏天就要來了，我們不用再為創造需求而擔心。
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?
對。至於說營銷組合，我們要用像巧克力一樣的深褐色字母的金箔紙來包裝它，仿照巧克力，並且定價比我們的巧克力脆皮冰淇淋貴20%。下個月將要在全國有選擇地投放市場。主要通過廣告促銷，當然是運用“拉”的策略。我們還沒有最終決定我們的廣告，因此我還得要報告你。我們下週初能再碰一下面嗎？
Tanya: Sure can. Let me check ... how about Tuesday morning at 10:30?
當然可以。讓我看一下……星期二早上10:30怎麼樣？
Carla: Uh, let's see ... okay with me.
呃，我看看……我沒問題。