Don bradley yes i do this display unit must make an

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Essentials of Marketing
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Chapter 10 / Exercise 1.1
Essentials of Marketing
Hair/Lamb
Expert Verified
Don Bradley: Yes, I do. This display unit must make an impact. It's very important. It mustlook right for the bunch. It must look exciting.Edward Green:I understand. Don Bradley:Well, make sure that Phil understands. Also these pictures of Big Boss needto be bigger... ____________________Edward Green:I don't like the slogan.Phil Watson:No, it's not right.Edward Green:"Every office needs a new boss" It's just not right. Any ideas?Phil Watson:Some bosses are big; some bosses are small. Big Boss is the best!"Edward Green:No.Phil Watson:And here we have some copy that tells us what the product can do.Edward Green:"Some toys talk, some toys-listen. But Big Boss talks and listens toyou."Phil Watson:And here and here are the pictures. They show Big Boss with theaccessories. What do you think?Edward Green:The pictures are okay, but I don't like the copy.Phil Watson:Why not?Edward Green:It's not exciting. It doesn't sell the product.Phil Watson:"Some toys talk, some toys listen. Big Boss talks and listens to you."Edward Green:It's not the way you say the words, it's the words themselves. They'renot right.Phil Watson:"Some toys talk, some toys... "Edward Green:No! No! I want new words. Words that give Big Boss status. Wordsthat make him important.Phil Watson:Okay. So it's not right. We'll get you some alternatives tomorrow or theday after.Edward Green:No, I think I've got it. "The one boss your office needs".Phil Watson:"The one boss your office needs". That's good. That's the slogan.Dialogue3.Describing Company`s Products.Don Bradley:Let's have a run through. We must get this right. First we have theintroductions and the agenda. Second I talk about the background. Company growth,staffinglevels, return on investment, turnover, and pre-tax profit. Third Derek, youtalk about the product range. At this stage of the presentation we want to presentabroad company profile. Don'tgivetoo much detail about specific products.Derek Jones:Okay Don. I'll describe the range and say which products aresuccessful.Don Bradley:Good. Mr. Sakai may want to discuss certain products so be ready forthat. At the end of this section of the presentation I will ask Mr. Sakai if he has anyquestions. We won't discuss research and development at this stage. That will come at39
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Essentials of Marketing
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Chapter 10 / Exercise 1.1
Essentials of Marketing
Hair/Lamb
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the end. Then Kate, you talk about major markets and sales strategy. Is everythingready.'Kate Mckenna:Everything is ready. And rehearsed.Phil Watson:Right, the product title goes here ... just remind me, is the product calledBig Boss or The Big Boss.'Edward Green:Big Boss._____________________Don Bradley:Once again, welcome to Biburv Systems. We're verv honoured to havethe opportunity of making this presentation to you, Mr. Sakai in the next hour and ahalf, we hope to show you that: 1. Bibury Systems has the right product range fortoday's market place, and ambitious plans for the future. 2. That our markets share inEurope is growing at a steady rate. 3. That our marketing strategy in the US is verysuccessful. And lastly. 4. That we can be a major player in Far Eastern markets. Andwe are sure that we can be a major player in these markets. If you have any questions,

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