269 Marketing Plan

A:Okay everyone, let’s begin. I called you here today to evaluate our marketing strategy during this recession. I wanted to         
    re-emphasize our corporate mission of Aiming to give our customers the best coffee and service in a clean and welcoming atmosphere. 
4931B:Several other shops have reduced the prices for their coffees and are drawing in more customers. Why aren’t we doing the same     
    thing?                                                                                                                              
4932A:I know that recent sales have been slow, but we are not going to reduce our prices to the level of our competitors.               
4933We offer a superior product and our focus is on long-term growth rather than shortterm sales. If we lower our prices, we run the    
    risk of devaluing our product.                                                                                                      
4934B:Customers don’t care about the coffee anymore. They only care about the price.                                                    
4935A:I disagree. Highly discerning customers know that our coffee is far better than the coffee you buy at the other places. Our       
    coffee bean are artisan roasted and we use state-of-the-art equipment to brew our coffees. When you compare the coffees             
    side-by-side our coffee wins the taste test every time.We have never sought to appeal to the mass market with cheap coffee drinks,  
    and we will not do so now.                                                                                                          
4936C:That’s true. We’ve certainly achieved top of mind awareness when it comes to the best best tasting brews and it’s important to    
    distinguish ourselves from our competitors.I think the main question  is how we can show our appreciation to our customers.         
4937A:That’s the main question I would like to discuss today.                                                                           
4938B:Money is tight for everyone these days so even our most loyal customers may be reconsidering the money they pay for their         
    morning coffee. Since the superiority of our coffee beans is one of our core competencies why don’t we sell the beans for people    
    to brew coffee at home.                                                                                                             
4939C:That could definitely be a way we could expand our company, but would we be undermining the essence of the company that way?      
4940A:Let’s brainstorm some more ideas, and do some research. The customer always comes first, and what the customer wants, the         
    customer gets. Maybe it’s time we started selling coffee  beans. 

evaluate 评价 ; 评估 ;  [ɪˈvæljueɪt]                                                                                                
4943 marketing strategy 营销策略  [ˈstrætədʒi]                                                                                          
4944recession 经济衰退  [rɪˈseʃn]                                                                                                       
4945mission 使命 [ˈmɪʃn]                                                                                                                
4946Aiming 瞄准 ; 对准  [ˈeɪmɪŋ]                                                                                                        
4947atmosphere 气氛 ; 大气 /ˈætməsfɪr/                                                                                                  
4948drawing in 引入 ; 收回  [ˈdrɔːɪŋ]吸引 给你优惠 etc                                                                                  
4949competitor     美: [kəmˈpetɪtər]     n.竞争者；敌手                                                                                 
4950superior [suːˈpɪriər]adj.优越的;   (在品质上)更好的;                                                                                
4951devaluing [ˌdiːˈvæljuːɪŋ]    v. （使）货币贬值；贬低，降低                                                                          
4952state-of-the-art 最先进的                                                                                                           
4953roast  [roʊst]    v.烤；炒；烘；(在火上)烤    n.烤                                                                                  
4954sought [sɔt]    v.seek（寻求、寻找）的过去式和过去分词形式                                                                          
4955appreciation    美: [əˌpriʃiˈeɪʃ(ə)n]     n.升值；欣赏                                                                              
4956expand    美: [ɪkˈspænd]     v.扩大；扩展                                                                                           
4957core competencies 核心竞争力 /kɔːr ˈkɑmpətɪnsiz/                                                                                    
4958discerning  [dɪˈsɜrnɪŋ]    adj.有识别力的；有眼力的；有洞察力的 v.“discern”的现在分词                                               
4959有辨识能力的；眼光敏锐的；有辨别力的  分出不同                                                                                      
4960undermine  [ˌʌndərˈmaɪn]    v.掘…的下面；冲蚀；削弱 : take some from me                                                             
side by side  对比                                                                                                                  
top of my mind                                                                                                                      
Money is tight for everyone these days