外贸函电第二版-Unit-07-销售促销ppt课件

.,1,Unit7SalesPromotion销售促销,.,2,7.1Introduction（简介）,目的：掌握如何撰写一封有效的促销信函。必须具有以下四个特征：吸引注意（Attention），激发兴趣（Interest），产生购买欲望（Desire）和导致购买行动（Action）。促销信函应以诱人的开头来吸引对方的注意力，然后，通过介绍产品或服务的特征（Feature）、优势（Advantage）和利益（Benefit）来引起对方的兴趣和欲望，并最终导致对方采取购买行为。,.,3,一般说来，在撰写促销信函时，应注意以下问题：（1）促销信函不可冗长，应以简短为上，否则会给人以负担。（2）在介绍产品或服务的特征、优势和利益时，语言要清楚、简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不实的感觉。（3）促销信函的口吻要有亲切感，多使用敬称。（4）要使对方明了能从你所推荐的产品或服务中受益。（5）促销信函不仅在外观上要吸引人，而且信函一开头就要能引起读者的兴趣。,.,4,7.2WritingSkills（写作技巧）,促销信函的写作步骤及常见表达方式：,.,5,.,6,.,7,.,8,7.3SpecimenLetters（样函）,Letter1：ProductpromotionDearMr.Jones,Asyoumayknow,considerableinterestwasshowninournewproductfollowingitsrecentintroductionintooverseasmarkets.Webelieveyoumaybeinterestedinpersonallyevaluatingitsoutstandingqualities,andhavetakenthelibertyof1forwardingunderseparateairshipment2directlytoyourattention.,.,9,Customerswhohaveorderedthishighlyinnovativemachineonatrialbasis3havepraiseditsuniquefeatures,especiallyitscompletelyautomatedoperation,andhaveplacedrepeatedorders4.Byintegratingthisrevolutionarynewmachineintoyourmanufacturingsystemwefeelsure5yourproductionvolumecanbesubstantiallyincreased.Wearelookingforwardtoyourreply.Verytrulyyours,RobinWilliams,.,10,Personally亲自地；就个人而言；Youlldealwithitpersonally?Good.takesomethingpersonally以为是冲着自己来的AtfirstItookitpersonallywhenheyelledatme.,.,11,evaluate评价Dontevaluateapersononthebasisofappearance.Dontevaluatepeoplebytheirclothes,.,12,takethelibertyofdoing冒昧地做某事、擅自做某事Ihavetakenthelibertyofsubmittinganideatoseveraloftheirresearchdepartments.我已自作主张地向他们的几个研究部门提出了一个想法。liberty自由；许可权；解放，释放Thereisnoformalconfirmationsofarthatheisatliberty.目前还没有正式确认他已经获得人身自由。takeliberties过分亲昵，过于随便Youvetakentoomanylibertieswithme.你对我太随便了。,.,13,underseparateairshipment另航空邮寄directly直接地；立即；正好地；坦率地Hesdirectlyresponsibletotheboss.directlybelow/ahead正下方；正前方,.,14,innovativeadj.革新的；创新的；Hewasoneofthemostcreativeandinnovativeengineersofhisgeneration.他是他那代人当中最富创造性与革新精神的工程师之一。onatrialbasis试用阶段,.,15,only：普通用词，常可与sole换用，但侧重仅限于指定的人或物，而不需要更多。single：语气较强，强调仅此一个，再无第二个。sole：语气强于only，指仅有一个或一群，只考虑这一个或这一群。unique：非正式用词，侧重在一类中唯一无可匹敌、无与伦比的特征。alone：着重专指某人或某物，而不是别的。,.,16,feature特征；容貌；起主要作用；以为主要内容Themagazinemakesafeatureofchildrensstories.该杂志以刊登儿童故事为特色。ItsagreatmovieanditfeaturesaSpanishactorwhoisgoingtobeaworldstarwithinayear.这是一部精彩的影片，主演是一位西班牙演员，他不出一年就会成为国际巨星。repeatorder追加订货,.,17,integrate使一体化；使整合；整体的；完整的Wemustintegratetheorywithpractice.我们必须把理论与实际结合起来。volume量；体积；大量的；,.,18,Letter2：AreplytoLetter1DearMr.Williams,Wearedelightedtoreceiveyourletterofintroducingyournewproductandthesample.Weareveryinterestedinthemachinefeature,suchastheeaseofoperatingandproductionefficiency.Wearepleasedtoplaceatrialorderwithyou.Weexpecttoplacefurtherandlargeorderswithyouinthenearfuture.Enclosedpleasefindthedetailedrequirements.Kindlyconfirmacceptanceofourorderbyreturn.Yourssincerely,RobJones,.,19,inthenearfuture不久；为期不远；近期；最近ThePresidentwillvisitChinainthenearfuture.总统将在近期内访华。,.,20,inreturn回报的：作为回报或回复的Imjustwatchingforachancetopunishhiminreturn!我正在伺机报复他呢！,.,21,Letter3：OfferingadiscountDearSirorMadam,WearegladtohaveyourletterofinquiryforwardedtousbytheChamberofCommerce.WewishtoinformyouthatwearethelargestmanufacturingofcigarettelightersinChinawithahistoryofover30years.Ourproductsarewell-knownfortheirsuperiorqualityandpromptshipment.Thequalityandpricescomparefavorably6withthoseofothermakes7.,.,22,Wedeemittoyouradvantagetopushthesales8ofourproductsinyourmarket.Wearepreparedto9giveyoua10%quantitydiscount10ifyourorderexceeds10,000pieces.Wearesurethatyouwillfindareadysale11ofourproducts.Wearelookingforwardtohearingfromyousoon.Yoursfaithfully,MingWang,.,23,1、（cigarette）lighter打火机；点火器；2、prompt敏捷的；立刻的；商即期付款的v.提示；指点；促进；激起，唤起Itisnottoolate,butpromptactionisneeded.现在还不算晚，但是需要立即采取行动。Japansrecessionhaspromptedconsumerstocutbackonbuyingcars.日本经济的不景气使得消费者在购买车辆上减少了开支。,.,24,3、favorablyadv.顺利地，好意地，亲切地But,MrSmith,ourpriceitselfshowsveryfavorablyalready.史密斯先生，我们的报价已经是很优惠的了。comparefavorablywith比好,.,25,make产品出处，牌子pushthesales推销bepreparedtodo能够并愿意做某事giveadiscount给某人的折扣findareadysale畅销,.,26,Letter4：AreplytoLetter3DearMr.Wang,Thankyousomuchforyourintroductionandthediscountyouoffered.Wefindbothqualityandpricessatisfactoryandarepleasedtogiveyouanorder12for20,000piecesontheunderstandingthat13theywillbesuppliedfromcurrentstock.Wehopetofindagoodmarketforthesecigarettelighters.Pleasesendusyourconfirmationofsalesinduplicate14.Yoursfaithfully,RobLee,.,27,giveanorder对订购ontheunderstandingthat在条件下Welentthemmoneyontheunderstandingthattheypaiditbackthenextmonth.我们借钱给他们，条件是他们下个月要还。,.,28,currentadj.现在的；流行的；n.趋势；电流；水流；涌流currentprices时价yourcurrentemployer你现在的雇主wordsthatarenolongercurrent已不再通用的词Heswamtotheshoreagainstastrongcurrent.他逆着急流游向岸边。,.,29,duplicateV.复制；复写；重复，再做一次aduplicatedform复制的表格Theresnopointinduplicatingworkalreadydone.重复别人已经做过的工作毫无意义。adj.完全一样的；复制的；副本的aduplicateinvoice发票副本n.完全一样的东西；复制品；副本Isthisaduplicateortheoriginal?这是副本还是正本？induplicate一式两份的triplicatequadruplicate,.,30,Letter5：RecommendingproductsDearSirorMadam:Onewillcertainlyfeelpleasedwithladiesdressesthatarebeautifulinpattern,elegantinstyleandreasonableinprices.Thesearejustthecharacteristicsofourladiesdressesforexport.Therangeofourladiesdressesisextensive.Theyareallmadeofselectedfabricsanddeliberatelydesigned,cut,stitchedandtrimmed15.Acataloguehasbeenenclosed.Pleaseletushaveyourspecificenquiryenablingustodispatchsamplesandmakequotations16.Yourssincerely,HelenChang,.,31,rangen.范围；射程；类别；Awiderangeofcoloursandpatternsareavailable.各种颜色和样式都有。atarangeof在指明的距离之内atarangeoflessthan8feet.八英尺之内。,.,32,deliberately有意识地；深思熟虑地Hepackeduphispossessionsslowlyanddeliberately.他慢慢地、小心翼翼地收拾好自己的物品。,.,33,becutoutfor(或tobe).(非正式)正适合，是的料Imjustnotcutouttobeapoliceman.我真不是当警察的料。cutloose口无遮拦：毫无限制地说或做cutloosewithastringofcurses.一连串地放纵地骂人cutanddried（情况）敲定的，决定好的thechampionshipisnotascutanddriedaseveryonethinks.冠军归属不像人们所想的已成定局。,.,34,stitchup同stitchTheyvetakenhimofftohospitaltostitchhimup.他们已将他送到医院去缝合伤口了。stitchsomeoneup(英，非正式)操纵局势使处于劣势，陷害hewasstitchedupbyoutsiders.他受到局外人的诬陷。,.,35,trim修剪；整理thetrimhouses.整齐的房舍Myfriendtrimsmyhaireveryeightweeks.我朋友每8个星期为我修剪一次头发。trimonessails随风扬帆，适应新情况,.,36,dispatch1）派遣；调遣；派出Theyhavebeendispatchedtothearea.他们已派往那个地区。2）发出，发送（邮件、信息）Goodsaredispatchedwithin24hoursofyourorderreachingus.订单到达我方24小时内发货。3）迅速处理；迅速办妥；迅速完成Hedispatchedtheyoungerplayerinstraightsets.他连续几盘迅速击败了那位比他年轻的选手。withdispatch迅速而有效,.,37,Letter6：AreplytoLetter5DearMissChang,Referringtoyourmail,weregrettohavetodisappointyou.Wejustgaveanorderofladiesdressanddontexpectfurtherordersforatleastsixmonths.Wetrustthatyouwouldbekindenoughtounderstandourdifficultyandexcuseus.Nevertheless,wearestilllookingforwardtoyourofferaftersixmonths.Yourssincerely,CyrilleGuiilot,.,38,Letter7：ProductpromotionDearMr.James,Greatinterestwasaroused17attherecentArts温暖;热度Junehadbroughtwithitthefirstofthesummerwarmth.六月带来了夏日的第一缕热气。2）热情;亲切；友好Hegreetedusbothwithwarmthandaffection.他热情且友好地迎接了我们俩。,.,46,Letter8：AreplytoLetter7DearJerry,Wearedelightedtoreceiveyourletterofintroducingyournewproductandthesample.Weareveryinterestedinthecarpetfeature.Wearepleasedtoplaceatrialorderwithyou.Weexpecttoplacefurtherandlargeorderswithyouinthenearfuture.Enclosedpleasefindthedetailedrequirements.Kindlyconfirmacceptanceofourorderbyreturn.Yourssincerely,James,.,47,Notestothespecimenletters1.totakethelibertyofdoing冒昧地做某事2.underseparateairshipment另航空邮寄3.onatrialbasis试用阶段4.repeatorder追加订货5.feelsure确信parefavorablywith比好7.make产品出处，牌子8.pushthesales推销9.bepreparedtodo能够并愿意做某事10.giveadiscount给某人的折扣,.,48,11.findareadysale畅销12.giveanorder对订购13.ontheunderstandingthat在条件下14.induplicate一式两份15.madeofselectedfabricsanddeliberatelydesigned,cut,stitchedandtrimmed精选衣料，精心设计、剪裁和制作。16.makequotations报价17.arousegreatinterest引起极大的兴趣18.appearance外观19.caterfor满足20.superbqualitywithpricesmuchlower物美价廉21.thosefromothersources其他货源的同类产品,.,49,7.4FocalWords（焦点词汇）,chargev.收费，索要，把记帐，使承担，指控，使充满Heischarged5dollarsformendingapairofshoes.Thenewappointedmanagerischargedwithheavyresponsibility.n.费用，掌管，责任，指控，负荷Sampleswillbesentfreeofcharge.Themanagerassumesfullchargeofthebusiness.chargeable:adj.可以控诉的，应付费的，应由某人负责的Theseexpensesarechargeableonhim.,.,50,concernv.涉及，使关心Thisnegotiationisconcer