Mr. Ford: Now, as we have already discussed there is a huge untapped market out there both in Asia, in other developing markets, and in the more mature markets for us to push into. Now of course, this represents an enormous challenge with enormous rewards for the winners, but for any new product we need a great marketing message and marketing campaign
Mr. Ford: It needs to be directed and focused at our target consumer, and needs to be pitched at exactly the right level. The question we must first address is of course, who is our target consumer and secondly what do they expect from the next generation Alpha lap-top?
Mr. Ford:Let’s first of all tackle the first question. Our target consumer for the x420 is the middle class, white collar worker with an above average income. However, as we mentioned before the total number of computer owners is expanding rapidly and we need to broaden our audience for this product.
Mr. Ford:For example, the x420 is also ideally suited to the younger student sector,who might use laptops both for study and gaming. There is no doubt that.
Audience Member:Mr. Ford, if I could just interrupt a moment. You say that the computer is suitable for students, but don’t you think the price of the x420 is just too much for most students?
Mr Ford:Well, that’s a fair point. If you don’t mind I’d like to tackle your question a little bit later in the Q and A section. Is that okay?
Audience Member: Yes,sure.
Mr Ford:Okay, so as I was saying we have an exciting campaign planned for the x420. Firstly, we will have a nationwide television campaign, as well as advertising on radio and also in many computer publications. We also intend to…
Audience Member: I’m sorry to stop you Mr. Ford, but do you really think that a television campaign is cost effective. I mean, how much is that going to cost?
Mr Ford: Well I don’t have the figures to hand, but I’d be happy to discuss those figures with you after the presentation. Okay let me just go on to talk a little more about the exciting campaign we have in store.
untapped a.未开发的
developing market 发展中的市场
mature markets 成熟的市场
marketing message营销信息
tackle v.处理
white collar 白领
Q and A 问答
Mr. Ford: 正如我们先前讨论的那样，在亚洲和其他发展中的市场还有巨大的市场潜力，在相对成熟的市场我们也能进军。当然，这意味着获胜者要遇到更大的挑战，同时也会有巨大的汇报，但是对于任何一种新产品，我们都需要市场营销信息和销售团队。
Mr. Ford: 需要订位和关注我们的目标顾客，还需要把握好顾客的需求层次。我们必须提出的问题：谁是我们的目标客户？顾客希望下一代Alpha笔记本是什么样的？
Mr. Ford: 我们先来处理第一个问题，x420面对的消费群体是中层阶级，平均工资较高的白领。但是，我们提到过使用计算机的人数在飞速上升，我们需要拓展产品的消费群体。
Mr. Ford: 比如，x420也适合于学生群体，他们用笔记本来学习和完游戏，那是毫无疑问的。
Mr. Ford: Ford先生，能打断你一下吗？你说笔记本也适于学生，但是你不认为x420的价格对大多数学生来说太高了吗？
Audience Member: 问得好。如果你不介意，我想在稍后的“问答环节”回答你的问题。好吗？
Mr. Ford: 当然可以。
Audience Member: 我刚才说我们有销售x420的团队。首先，我们有全国电视团队，以及广播和许多计算机出版物中的广告。我们还打算……
Mr. Ford: 很抱歉打断你，但是你不认为电视团队的花费很高吗？我的意思是，那要花多少钱？
Mr Ford: 我手上没有数字，但是我愿意在讲话后和讨论这些数字。我们来谈下商店中的销售团队。 |