国际商务英语chapter 4 sales promotion

,SalesPromotion,I.Teachingtargets1.Mastertheguidelinesofwritingsalesletters.2.Learntheskillsofpromotion.3.Understandthelanguagecharacteristicsofpromotionletters.4.Learnaboutthewaystoestablishbusinessconnections.,SalesPromotion,II.Teachingcontents1.Importanceofproductpromotionininternationalmarket2.Thewaytofindpotentialcustomers3.Theskillstowriteabeautifulpromotionlettertomakeyourselfstandout4.Factorstobetakenintoconsiderationandthelayoutofagoodpromotionletter,SalesPromotion,III.TeachingfocusSampleanalysisinspecificsituationswaystoestablishbusinessconnectionsIV.TeachingdifficultiesThestepstopromoteaproductV.TIMEallocation1class:Introductionoftheimportancesalespromotionletterandthewaystofindpotentialcustomers1class:Sampleanalysisandexercises,SalesPromotion,VI.Teachingsteps:A.Whatissalespromotion?Salespromotionisanyinitiativeundertakenbyanorganizationtopromoteanincreaseinsales,usageortrialofaproductorservice.Salespromotionsareshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.Salespromotionincludesseveralcommunicationsactivitiesthatattempttoprovideaddedvalueorincentivestoconsumers,wholesalers,retailers,orotherorganizationalcustomerstostimulateimmediatesales.Theseeffortscanattempttostimulateproductinterest,trial,orpurchase.B.Salespromotionsarevariedin,SalesPromotion,1).Exchangeschemes:Itreferstoofferingexchangeofoldproductforanewproductatapricelessthantheoriginalpriceoftheproduct.Thisisusefulfordrawingattentiontoproductimprovement.exchangeyourblackandwhitetelevisionwithacolortelevisionarevariouspopularexamplesofexchangescheme.,SalesPromotion,2).Jointpromotions:betweenbrandsownedbyacompany,orwithanothercompanysbrands.Forexamplefastfoodrestaurantsoftenrunsalespromotionswheretoys,relatingtoaspecificmovierelease,aregivenawaywithpromotedmeals.,SalesPromotion,3).Freesamples:e.g.tastingoffoodanddrinkatsamplingpointsinsupermarkets.ForexampleRedBull(acaffeinatedfizzydrink)wasgivenawaytopotentialconsumersatsupermarkets,inhighstreetsandatpetrolstations(byapromotionsteam).,SalesPromotion,4).Vouchersandcoupons:oftenseeninnewspapersandmagazines,onpacks.Sometimes,couponsareissuedbymanufacturerseitherinthepacketofaproductorthroughanadvertisementprintedinthenewspaperormagazineorthroughmail.Thesecouponscanbepresentedtotheretailerwhilebuyingtheproduct.Theholderofthecoupongetstheproductatadiscount.Forexample,youmighthavecomeacrosscouponslike,showthisandgetRMB.15offonpurchaseof5kg.PuerTea.Thereducedpriceunderthisschemeattractstheattentionoftheprospectivecustomerstowardsneworimprovedproducts.,SalesPromotion,5).Price-offoffer:Underthisoffer,productsaresoldatapricelowerthantheoriginalprice.Tomaintainthesaleofthesetypesofproductsnormallythemanufacturesanddealersgiveoff-seasondiscount.Forexample,youcanbuyairconditionerinwinteratareducedprice.Similarlyyoumaygetdiscountonwinterclothesduringsummer.Thistypeofschemeisdesignedtoboostupsalesinoff-seasonandsometimeswhileintroducinganewproductinthemarket.,SalesPromotion,C.SalesLetterInforeigntradecommunication,besidesbusinesslettersconcerningestablishmentofbusinessrelationsandnegotiations,etc.,thereis,however,anothertypeofletter,whichisknownasa“Salesletter”.Salesletter,asaparticularkindofcommercialletter,itspurposeistopersuadeyourcustomers(namelythebuyerorimporter)topurchaseyourproductsorservicessuppliedbyyourcompanyoryoursuppliers.Agoodsalesletterwillhelpyoutomakeprofits,expandyourbusinessscopeandraisethecommercialimageandreputationofyourcompanywhileapoorsalesletterwillprobablymakeyousufferfromaheavylossofordersandopportunities.,SalesPromotion,C-1.HowtowriteagoodsalesletterInordertoachieveyourfinalaims,wemightaswelladopttheso-calledAIDAprinciple,thatis:AttentionInterestDesireAction,SalesPromotion,1).Catchthepotentialbuyersattentionbyintroducingyourproduct.Itmustmakeanappealtosomeparticularbuyingmotiveandmaybeginwithaquestion,andinstruction,aquotationoranattention-grabbingshortstory.Sometimesifrequired,itmayevenbeginbysuggestingtheveryoppositetowhatyouwant,SalesPromotion,e.g.1.Wouldyouliketoreduceyourrisingdomesticfuelcosts？2.WhynotenjoythecolorfulspringbyjoiningtheflyingHorseTouristGroupafteracompletelybusywinter？3.JustimaginehowcomfortableyouarewhenyoustretchoutthosetiredlimbsonournewlydevelopedWhiteCloudwaterbed,SalesPromotion,2).ArousetheirInterestbycomparingthesimilarproducts.e.g.OurrecentresearchesandtestshaveshowedthatroomswithournewlydevelopedEnergySaversstaywarmerandrequire20percentlessfuelthanthoseroomsofthesamesizewithouttheusageofthesavers.Thenewsaversarepopularbecausetheyareabletostoreandreflectheatinamuchmoreefficientway.Readtheenclosedbrochure,youwillfindthattheself-stickbackingmakesthemeasytoinstallyourself.,SalesPromotion,3).Stimulatetheirdesirebyofferingfavorableterms.Toofferconvictione.g.1.UseourFastMicrowaveOvenfortwoweeksabsolutelyfree.2.Ifforanyreasonsyoufindthemodelmachineunsuitabletoyourneeds,wewillreplaceyourorderorrefundyou.,SalesPromotion,4).Inducethemtotakeactionofpurchaseyourproduct.e.g.1.Whywait？Comeandbuyrightnowsinceaspecialdiscountof15%willonlybeofferedforamonth.2.Dontdelay！ThosewhoorderbyOctober5willreceive100OrientalDesignChristmascardsfree.,SalesPromotion,C-2.SentenceStructuresandExamples1).taketheopportunitytointroduce借此机会介绍e.g.Wetaketheopportunitytointroduceourcompanyastheleadingexportersdealingwithanimalsby-productsinourarea.我们借此机会介绍我公司是当地规模最大的经营畜产品出口的公司。,SalesPromotion,2).takethelibertyofdoing冒昧做某事e.g.Wehavetakenthelibertyofsendingsomesamplesofourproductstoyouandhopeyouwillbeinterestedinthem.我们冒昧地向你们寄送了一些我们公司的样品，希望你们能对此感兴趣。,SalesPromotion,3).superiorinquality,moderate/reasonableinprice,skilful/excellentInworkmanship/craftsmanship,elegantinstyle,matchingincolour,novelindesign质量上乘，价格合理，工艺精湛，样式美观，颜色匹配，设计新颖e.g.WeassureyouthatourT-shirtsaresuperiorinquality,elegantinstyleandreasonableinprice.我们向你方保证我们公司的T恤衫质量上乘，样式美观，价格合理。,SalesPromotion,4).sellfast/well;haveagood/readymarket;enjoyfastsales产品销路好e.g.OurDELLcomputerssellfastindomesticmarket.“戴尔”牌电脑在国内市场销路很好。TheVKBranddeep-seafishoilexportedfromU.S.A.enjoysfastsalesinChina.从美国进口的“维之冠”牌深海鱼油在中国销路很好。,SalesPromotion,5).meetwithwarmreception很受欢迎e.g.CitizenWatchesmeetwithwarmreceptionforitshigh-quality.西铁城牌手表由于质优，因而很受欢迎。meetswithwarmreceptionandenjoysfastsalesbothindomesticandoverseasmarkets.备受客户青睐，在国内外市场上十分走俏。,SalesPromotion,6).entitlesb.toadiscount/give(allow,offer)sb.adiscount给某人打折e.g.Thiscouponwillentitleyoutoa20%discountonanypurchaseofourproducts.使用此券购买任何我公司的产品，将享受八折的优惠。,SalesPromotion,7).toonesadvantagetodosth.做某事是有利的e.g.Wethinkittoyouradvantagetoenterintolong-termbusinessrelationwithus.我们认为与我公司建立长期的业务关系对你方有利。,SalesPromotion,8).recommend/advisesb.todo建议某人做某事e.g.Sinceyouareinterestedinourproducts,werecommendyoutoplaceanorderwithuswithouthesitation.既然你方对我们产品感兴趣，我们建议你方马上订货。,SalesPromotion,9).workfast迅速作出决定e.g.InviewofthehugedemandinESPONprinters,weadviseyoutoworkfastincasetheyaresoldout.由于爱普生牌打印机的需求量很大，我方建议你方迅速作出决定以免产品售空。,SalesPromotion,10).instock/outofstock有现货/缺货e.g.Wearesorrytoinformthatthearticlesyouorderedlastweekareoutofstockatpresent,thereforewerecommendsomesimilaronesforyourreference.我们非常遗憾地告知你方上周所订购的货品现在缺货，故特意向你方推荐一些其他类似的产品供你方参考。,SalesPromotion,11).Withtheadherenceof“PerfectServicetoCustomers”asproductionideaand“QualityFirst”asprincipleofbusiness,wewillendeavortoprovidebetterproductsandafter-saleservicesforglobalcustomers公司遵循“完美顾客服务”的生产理念，坚持“质量为先”的商业原则。我们将始终如一地为全球客户提供更加优质的产品及售后服务。,SpecimenLetter,C4.CasestudyCase1公司写促销新推销即将投放市场的春花牌吸尘器，在信中介绍该产品的特点和优惠政策，希望对方能成为他们的独家代理,SpecimenLetter,Letter1:IntroducingofvacuumcleanerDearSirs,Wearesurethatyouwouldbeinterestedinthenew“SpringFlower”VacuumCleaner,whichistobeplacedonthemarketsoon.Mostofthegoodpointsoftheearliertypeshavebeenincorporatedintohismachine,whichpossesses,besides,severalnovelfeaturesthathavebeenperfectedbyyearsofscientificresearch.Thespecialadvantageitofferswillmakeitquick-sellingline,andwearereadyalsotocooperatewithyou,bylaunchinganationaladvertisingcampaign.Moreover,wearereadytoassisttotheextentofhalfthecostofanylocaladvertising.Youwillfindenclosedleafletsdescribingthisvacuumcleanerandwelookforwardtoyouragreeingtohandleourproductasthesoleagentinyourdistrict.Yoursfaithfully,ChenxiForeignTradeDep.,SpecimenLetter,incorporate(in/intosth)makesthpartofawhole;include将（某事物）作为整体的一部分;合并:Thenewcardesignincorporatesallthelatestsafetyfeatures.汽车的新设计具备最新安全措施的一切特点.novel.adjnewandstrange;ofakindnotknownbefore新奇的;新颖的;新的:anovelidea,fashion,design,experience新的观念风尚设计经验.,SpecimenLetter,totheextentof到的程度Youuseexpressionssuchastotheextentof,totheextentthat,ortosuchanextentthatinordertoemphasizethatasituationhasreachedadifficult,dangerous,orsurprisingstage.E.g.Hesaidhedidntlikethepresident,butnottotheextentofwantingtokillhim.,SpecimenLetter,Case2公司主要生产日月牌手袋，邮寄了该产品的价格目录表给对方参考，期待对方大量订货,SpecimenLetter,Letter2HopingtoobtainbulkorderDearSirs,Wehaveyournameandaddressfromlocalchamberofcommerce.WeunderstandyouareinterestedinChinesehandbag.ThemainprogramsofourbusinessarethemanufactureandtheexportofVinylHandBag“Sun-Moon”Brand.Wearesendingyouthequotationofourproductsforyourreference,hopingitwillarrivetoyourhandverysoon.(Wetrustthatthesamplessentonthe18thAprilhavereachedyou.Weshouldbegreatlyobligedifyouwouldinformuswhetherthesegoodsaresuitableforyourpurpose)Waitingyourreplyandhopingtoobtainbulkorder.Yoursfaithfully,Chenxi,SpecimenLetter,Bulkadjectiveonlybeforenoun(Commerce)inlargeamounts:e.g.Theyofferbulkquantitiesoflow-priceproducts.,SpecimenLetter,Dearsirs,Ourcompanyisacosmeticsenterprisespecializingintheproductionofvariousmiddleandhigh-classcolorcosmeticsseriessuchasmake-uppencils,lipsticks,nailenamels,foundation,andsoon.Throughdecadesofyearsofeffort,ourcompanyhasenjoyedgoodReputationwithSMARTandELFSworld-widefamedbrand.Withtheadherenceof“PerfectServicetoCustomers”asproductionideaand“QualityFirst”asprincipleofbusiness,wewillendeavortoprovidebetterproductsandafter-saleservicesforglobalcustomersbasedonISO9001:2000.Weenclosethecouponswhichentitleyoutoreceiveafreesample(whileinstock)andenjoyabuy-one,get-one-freefullmoisturelipcoloratselectedcosmeticsshops.Wehopeyouwillbekeenonourproductsbythiswayofsalespromotion.Donthesitatetoplaceanorderwithusifyoudlike.Yourstruly,SpecimenLetter,specialize(insth)giveparticularattentionto(asubject,product,etc);bewell-knownfor专注於（某项目产品等）;以.闻名:e.g.Thisshopspecializesinchocolates.这个商店专门出售巧克力.Ispecializeinthesaleofcottonpiecegoods.MayIactasyouragent?我专营棉布买卖，我可作为你们的代理吗？,SpecimenLetter,entitlesbtosth(usuallybeentitled)givesbarighttohaveordosth给予某人获得某事物或做某事的权利;使某人有资格获得某事物或做某事:e.g.Thecompanymustpayhim6monthssalary,towhichheiscontractuallyentitled.按照合同规定，公司应该付他6个月的薪水/他应该得到公司给予他的6个月的薪水,SpecimenLetter,ISO是一个组织的英语简称。其全称是InternationalOrganizationforStandardization,翻译成中文就是“国际标准化组织”。ISO是世界上最大的国际标准化组织。ISO负责除电工、电子领域之外的所有其他领域的标准化活动。ISO通过它的2856个技术机构开展技术活动。其中技术委员会（简称TC）共185个，分技术委员会（简称SC）共611个，工作组（WG）2022个，特别工作组38个。ISO的2856个技术机构技术活动的成果（产品）是“国际标准”。ISO现已制定出国际标准共10300多个，主要涉及各行各业各种产品（包括服务产品、知识产品等）的技术规范。,SpecimenLetter,敬启者：本公司是专业生产各类中高档化妆笔、口红、指甲油、粉饼等彩妆系列化妆品的企业。经过几十年的努力，我们拥有了SMART、ELFS（“斯马特”、“艾尔芙斯”）等世界知名品牌。公司遵循“完美顾客服务”的生产理念，坚持“质量为先”的商业原则。我们将在ISO9001：2000（国际质量管理和体系认证）基础上始终如一地为全球客户提供更加优质的产品及售后服务。为此，我公司特随信附上优惠券，这些券将使你在我公司化妆品店里免费获赠样品试用装一件（数量有限）并享有丰盈水分唇膏“买一送一”的优惠。我们希望通过此促销方式使你方对我公司的产品感兴趣，假如你方中意，请尽快向我公司订货。谨启,SalesPromotion,C-3.ConclusionWhenwritingasalesletter,itisimportanttohaveagoodattitude(“YouAttitude”)inordertosellyourproductorservice,becausethereaderwillwanttoknowwhytheyshouldspendtheirvaluabletimereadingtheletter.Therefore,youneedtoprovideclear,specificinformationthatwillexplaintothereaderwhytheyshouldbeinterestedinbuyingyourproductorservice.,SalesPromotion,Agoodsaleslettersusuallyhavethefollowingessentialwritingstrategies:Catchthereaderseye:itisverycrucialinasaleslettertoattractthereadersattention,oryouwillprobablyfailtoseeyourproductorservice.Describetheproductorserviceyouaretryingtosell.,SalesPromotion,Convinceyourreaderthatyourclaimsareaccurate:supportyourcommentswithresearchandfacts.Givethereaderopportunitiestolearnmoreaboutyourproductorservice:youcanprovidethereadersomenecessaryinformation,suchasaphonenumber,aWebsiteaddress,ane-mail,orsomeotherwayforthemtoseekoutinformationontheirown.,SalesPromotion,C-4.Promotionlettersexamples谢谢你们6月1日的订单。随函附上一份价目单。同时，我们已另邮寄出一份我们罐装蔬菜系列产品目录，相信很快会抵达你处。然而，我们感到遗憾的是，目前对我们的罐装水果产品需求甚殷，因为时值仲夏，这是我们水果销售的最忙季节。正因为如此，罐装桃子和葡萄供不应求，我们无法满足所有顾客的需求。事实上，我们的葡萄产品几乎缺货。不过，我们可以推荐杏子，目前尚有存货。你们也许有兴趣得知，从6月1日起，我们对大宗购买实行新的折扣优惠。我们希望很快收到你们的订单。,SalesPromotion,DearSirs,ThankyouforyourorderofJune1.Weencloseacatalogueandpricelist.Meanwhile,wehavealsosentacatalogueofourrangeoftinnedvegetablesunderseparatecover,whichwetrustwillreachyouverysoon.Wearesorrytoinformyouthatourtinnedfruitproductsareingreatdemandatthemoment,sinceitisinthemiddleofsummer,whichisourbusiestseasonforfruit.Becauseofthis,tinnedpeachesandgrapefruitareinshortsupply,andwecannotsatisfyallourcustomersdemands.Infact,ourgrapefruitproductsarealmostoutofsupply.Werecommendapricots,whichfortunatelywehaveinstockatthemoment.YoumaybeinterestedtoknowthatournewdiscountsforbulkpurchasecameintoeffectonJune1st.Wewouldbepleasetoreceiveyourorderverysoon.Yoursfaithfully,SalesPromotion,再也不用洗锅盘了我们当真这么说；再也不用洗锅盘了！现在您可以用漂亮的搪瓷器皿从事各种烹调用同一件漂亮的器皿烹调和盛放食物。煮、煎、烤、烘，搪瓷器皿样样都行。如果您愿意，还可以在该器皿内冰冻食物。这些漂亮的器皿用制造导弹外壳的特殊材料制成，能够从冰箱内取出，放上火炉，再端上餐桌。您随后将它们放入洗碗机或者洗涤槽同其他碟子放在一起就行了。再也无须费神擦拭。请来大商店的家用器皿部观看搪瓷器皿的展销周三、周四、周五4月10日、11日、12日接受一下这些能烹调和盛放食物的器皿，亲手试试。您会对它们实用而又漂亮的设计留下深刻印象，而最重要的是它那令人惊诧的合理价格。,SalesPromotion,NEVERWAS