外贸函电 第4版 课件 407FBC-4nd Edition-Unit 07 销售促销

外贸函电FOREIGNBUSINESSCORRESPONDENCE

Unit7SalesPromotion销售促销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。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。7.2WritingSkills（写作技巧）促销信函的写作步骤及常见表达方式：写作步骤表达方式（1）介绍所促销的产品，使对方了解并对该产品产生兴趣

tobemadeof…（由……制成）tobemoderateinprice,superiorinquality,excellentincraftsmanship,andnovelindesigns…（价格公道，质量上乘，工艺精湛，设计新颖……）tobebeautifulinpattern,elegantinstyle,matchingincolorsandskillfulinworkmanship…（式样优美，款式典雅，色泽和谐，做工考究……）tobefamousfor…（以……著名）tobewell-knowfor…（以……闻名）tosellwell/fast…（销路很好）tomeetwithwarmreception…（很受欢迎）tohave/find/commandagood/readymarket/sale…（畅销）tobepopularwithcustomers…（受到顾客欢迎）（2）进行商品比较，体现本产品的优势，进一步激发对方的兴趣tocomparefavorablywith…（优于）tobe形容词比较级than…（比……要……）acomparisonwillconvince…of…（比较会使人相信……）tomakeacomparisonof….inrespectto…（作有关……的比较）（3）给予对方一定的优惠条件，诱发对方的购买欲望togive…thefirstchance…（给予……优先）tooffer/allow/give/grant…a…discount…（给……折扣）（4）表述对方可以从中获益，引起对方最终的购买行为toadviseyoutoavailyourselvesof…inyourowninterest…（建议你方……为了自己的利益）todeemittoone’sadvantagetodo…（认为……对……很有利）toadvise…toworkfast…（劝……尽早做决定）tobeacceptableto…（可以为……接受）7.3SpecimenLetters（样函）Letter1：ProductpromotionDearMr.Jones,Asyoumayknow,considerableinterestwasshowninournewproductfollowingitsrecentintroductionintooverseasmarkets.Webelieveyoumaybeinterestedinpersonallyevaluatingitsoutstandingqualities,andhavetakenthelibertyof1forwardingunderseparateairshipment2directlytoyourattention.

Customerswhohaveorderedthishighlyinnovativemachineonatrialbasis3havepraiseditsuniquefeatures,especiallyitscompletelyautomatedoperation,andhaveplacedrepeatedorders4.Byintegratingthisrevolutionarynewmachineintoyourmanufacturingsystemwefeelsure5yourproductionvolumecanbesubstantiallyincreased.Wearelookingforwardtoyourreply.Verytrulyyours,RobinWilliamsLetter2：AreplytoLetter1DearMr.Williams,Wearedelightedtoreceiveyourletterofintroducingyournewproductandthesample.Weareveryinterestedinthemachinefeature,suchastheeaseofoperatingandproductionefficiency.Wearepleasedtoplaceatrialorderwithyou.Weexpecttoplacefurtherandlargeorderswithyouinthenearfuture.Enclosedpleasefindthedetailedrequirements.Kindlyconfirmacceptanceofourorderbyreturn.Yourssincerely,RobJonesLetter3：OfferingadiscountDearSirorMadam,WearegladtohaveyourletterofinquiryforwardedtousbytheChamberofCommerce.WewishtoinformyouthatwearethelargestmanufacturingofcigarettelightersinChinawithahistoryofover30years.Ourproductsarewell-knownfortheirsuperiorqualityandpromptshipment.Thequalityandpricescomparefavorably6withthoseofothermakes7.

Wedeemittoyouradvantagetopushthesales8ofourproductsinyourmarket.Wearepreparedto9giveyoua10%quantitydiscount10ifyourorderexceeds10,000pieces.Wearesurethatyouwillfindareadysale11ofourproducts.Wearelookingforwardtohearingfromyousoon.Yoursfaithfully,MingWangLetter4：AreplytoLetter3DearMr.Wang,Thankyousomuchforyourintroductionandthediscountyouoffered.Wefindbothqualityandpricessatisfactoryandarepleasedtogiveyouanorder12for20,000piecesontheunderstandingthat13theywillbesuppliedfromcurrentstock.Wehopetofindagoodmarketforthesecigarettelighters.Pleasesendusyourconfirmationofsalesinduplicate14.Yoursfaithfully,RobLeeLetter5：RecommendingproductsDearSirorMadam:Onewillcertainlyfeelpleasedwithladies’dressesthatarebeautifulinpattern,elegantinstyleandreasonableinprices.Thesearejustthecharacteristicsofourladies’dressesforexport.Therangeofourladies’dressesisextensive.Theyareallmadeofselectedfabricsanddeliberatelydesigned,cut,stitchedandtrimmed15.Acataloguehasbeenenclosed.Pleaseletushaveyourspecificenquiryenablingustodispatchsamplesandmakequotations16.Yourssincerely,HelenChangLetter6：AreplytoLetter5DearMissChang,Referringtoyourmail,weregrettohavetodisappointyou.Wejustgaveanorderofladiesdressanddon’texpectfurtherordersforatleastsixmonths.Wetrustthatyouwouldbekindenoughtounderstandourdifficultyandexcuseus.Nevertheless,wearestilllookingforwardtoyourofferaftersixmonths.Yourssincerely,CyrilleGuiilotLetter7：Productpromotion

DearMr.James,Greatinterestwasaroused17attherecentArts&CraftsproductexhibitioninBeijingbythelargestcarpetmanufactureinChina.Numerousenquiriesandordershavealsocomeforthebeautifulhand-wovencarpets.Thecarpetsarepreferredforthefollowing:Appearance18:elegantdesignswithdifferentsizescaterfor19thecustomer’sneeds.Prices:superbqualitywithpricesmuchlowerthan20thosefromothersources21.Comfort:carpetsaremadefromwoolandsilk,sotheyaregivingthefeelingofnaturalwarmthandcomfort.Youwillbeinterestedtonotethatourannualproductionis20,000pieces.RecentlywehavereceivedenquiriesfromJapan,Germany,AustraliaandAfrica.Weareconvincedthatourcarpetswillbeexportedtomorecountriesinthenearfuture.Wearegladtoencloseourillustratedcatalogue,andwillsendyouourbestquotationassoonaswehearfromyou.Sincerelyyours,JerryLetter8：AreplytoLetter7DearJerry,Wearedelightedtoreceiveyourletterofintroducingyournewproductandthesample.Weareveryinterestedinthecarpetfeature.Wearepleasedtoplaceatrialorderwithyou.Weexpecttoplacefurtherandlargeorderswithyouinthenearfuture.Enclosedpleasefindthedetailedrequirements.Kindlyconfirmacceptanceofourorderbyreturn.Yourssincerely,JamesLetter9：Cross-borderE-commercePromotion

Subject:ExclusivePreview:LimitedNewArrivalswith20%OffforOurLoyalCustomers

DearMrSmith,We’venoticedyourcontinuedsupportasavaluedcustomerofourstore,andwetrulyappreciateyourloyalty.We’rereachingout22todaytoofferyouanexclusivefirstlookatourupcomingnewproducts—availableinverylimitedquantities.

Asatrustedpartner,youcanenjoy20%offallnewarrivalswithcodeNEW20validuntilOct1st.Theseproductsareexpectedtosellquicklyoncereleased,soweencourageyoutotakeadvantageofthisearlyopportunity.Clickheretobrowsethenewcollection.Thankyouforyourcontinuedtrust.Welookforwardtoservingyouagain.Yourssincerely,LucyNotestothespecimenletters1.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6.comparefavorablywith…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.give…a…discount…给某人……的折扣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22.reachout主动联系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.concernv.涉及，使关心Thisnegotiationisconcernedwiththepaymentterms.

Thebusinessmanisconcernedforthediscount.n.利害关系，关心Itisamatterofutmostconcern.Hehasshownhisconcernforthequality.concerned:adj.有关的，关切的Allpartiesconcernedshouldattendthemeeting.concerning:prep.关于Pleaseinformmeconcerningthismatter.drawv.抽出，汲取，开立（票据），草拟Samplesaredrawnfromthebalesatrandom.

Thewaterisdrawnfromthewell.

WearegoingtodrawtheL/Cwithinthisweek.

Theywilldrawadocumentnextweek.n.抽签，有吸引力的事物，平局Thisbusinessisagreatdraw.Thegameendedinadraw.drawee:n.受票人，汇票付款人drawer:n.抽屉，开票人，汇票发票人payv.支付，有利Howmuchdoyoupayforit?Itwillpaytodothatbusiness.n.工资，薪金equalpayforequalworkpayment:n.支付，付款Bothsideshaveagreedonthepaymentterms.payable:adj.可付的，应付的payer:n.付款人payee:n.收款人promotev.促销，推广，促进Weareactively

promoting

ournewproductsonAmazon.Promote

yoursaleswithourhot-sellingproducts.promiton：n.推广，促销活动Weusesocialmediaforproduct

promotion.Oursummer

promotion

includesa20%discountforallcross-borderorders.stipulatev.规定，订定Itisstipulatedthatthepaymentshouldbemadewithinamonth.Weregrettofindthatthegoodsarenotpackedasstipulated.stipulation:n.规定，条款，项目Thetransactionissettleddownwiththestipulationofdirectshipment.7.5UsefulSente