现代商务英语第6章促销SalesPromotion分析解析

1、1 第6章 促销 (Sales Promotion) 2 Brief Introduction ?Sales promotion is a marketing technique designed to create sales for a product over a period of time. ?The purpose when we write a sales correspondence is to persuade the readers to buy what you sell. 3 第6章 促销 (Sales Promotion) 1.Be brief 2.Create th

2、e impression of personal by using “you” 3.Arouse interest in the opening paragraph 4.Point out the benefits 5.Convince the reader 6.Conclude the letter by persuading the reader to take action 4 ? the “Reviver”, the purpose of which is to keep the regular customers and to expend the business, because

3、 they are the main buyers of sales potential. A Reviver letter 振兴信 第6章 促销 (Sales Promotion) 5 The reviver usually includes: ?Review the history of the transitions between the customer and you ?Recommend a particular product to the customer and give your favorable terms of price ?Express the hope of

4、taking advantage of the special offer and placing order early 第6章 促销 (Sales Promotion) 6 1. refer to the customers enquiry; 2. refer to the offer the firm has previously made; 3. express regret or surprise that no order has been received and discreetly enquire into the reason; 4. If possible, put fo

5、rward new points and arguments favorable to the promotion of sales; 5. end with the repeated hope that the customer will take advantage of the offer. A follow-up letter 随访信 7 4 Copyright ? 2002 by The McGraw-Hill Companies, Inc. All rights reserved. 12.2.2 Listen to the passage twice. Write down eac

6、h cultural determinant and some key words for explanation. The first one has been done for you as an example. ? Cultural Determinants of Marketing Behavior in the International Firm 1) Behavioral attributes. Derive from societal norms, personal values and attitudes. 2) _ 3) _ 4) _ 5) _ Characteristi

7、cs of culture. Learned, interrelated, adaptive, may operate at times as subcultures. Demographic factors. Population size, used as a broad preliminary indicator of market potential. Ethnic factors. Human variations, the most noticeable , physical attributes or appearance. Material culture. Material

8、things, constitutes a human-created environment, between people and the material environment. 8 Cultural Determinants of Marketing Behavior in the International Firm Managers require a great deal of knowledge to work within their own cultural context but in international markets they must be able to

9、 work with a culturally diverse population which requires a different managerial competence. The international marketing implications of the cultural environment may be discovered by assessing the influence of a number of elements on marketing behavior in the firm. 9 1. Behavioral attributes Behavio

10、ral attributes derive from societal norms, personal values and attitudes. Societal norms are standards shared by a society to which members are expected to conform. They are rules that specify appropriate and inappropriate behavior. For the international firm it is important to note that some norms

11、are more important than others. Some norms in a society, referred to as “folkways”, are considered by its members as not being extremely important, while other norms of society, referred to as mores, are those that are seen as extremely important to the welfare of society and whose violation reaps s

12、evere punishment. Meanwhile, much of human behavior depends on values and attitudes, which help people to determine what they think is right and wrong, what is important and what is desirable. 10 2. Demographic factors Demographic changes also influence the international firm. For many products, pop

13、ulation size may be used as a broad preliminary indicator of market potential. However, population size should only be used in conjunction with income levels and other measures, as a large population may represent little potential where income levels are quite low. 11 3. Characteristics of culture F

14、or the firm in international markets there are four major characteristics of culture: a) it is learned, b) interrelated, c) adaptive and d) may operate at times as subcultures including nationality, religion, age and occupation. The two ways in which a person develops cultural norms and values are l

15、earning by socialization and learning through accumulation. 12 4. Ethnic factors Among human variations, the most noticeable are physical attributes or appearance. While most differences in appearance are readily apparent, there are a host of subtle variations that, although important to people with

16、in a given society may be easily overlooked by non- discriminating outsiders. 13 5. Material culture Material culture, material things which humans create and use, e.g. buildings, works of art, tools, machinery and transportation equipment, constitutes a human-created environment interposed between

17、people and the material environment and greatly influences human behavior. 14 第6章 促销(Sales Promotion) 促销是商贸活动中极其重要的一环。促销的 方式是多种多样的。电视广告、报刊广告、举办 展销会、上门访问、邀请客户看样品、提供售后 服务等措施都属促销范围。但最具针对性和有效 性的方式是向客户直接写促销信 (Sale Promotion Letters)。 15 促销信应具如下两要素： Offer the information of products ； Arouse interest and

18、stimulate desire for bu ying； 此外，还有振兴信 (Revivers)和追寻信(Follow up letters).下面是几种常用促销信的写作模式。 16 6.1 Sales Letter 6.1 Sales Letter February 25，2006 Dear Sirs， Have you ever thought of our Legend co mputers whose quality is fine with really low price s? The functions of our Legend computers are ma ny sid

19、ed. It can take your dictation at any time an d anywhere，or even while you are traveling. It c an revise errors in short hand and can easily exp ort your typewriting for post. If you put on a casset te and press the button ， it can record what you want，such as dictation ，instruction or telephone con

20、versations. 17 It can also make charts and work at designs i n projects and technology. When you are bored ， you can amuse yourself with it. Nothing could not be done. Its quality is extraordinary. Our after sale service ensures any demands and keeps lasting operation. We are enclosing a copy of our

21、 price li st. We hope that our performance of your first ord er will lead to further business between us and m ark the beginning of a happy relationship. Yours faithfully， (signature) 18 6.2 Announcing New Products and After sale 6.2 Announcing New Products and After sale Service March 15，2006 Dear

22、Sirs， Haier is a famous brand which has won the Unite d States authentication. Haier Group produces the followi ng products：Haier refrigerator；Haier air conditioner；H aier washing machine；Haier TV set.A thoroughly modern service department with the corporation trained service te chnicians.Location：1

23、 Haier，Ave.Qingdao，ChinaTel. Email.And dedication to courteous，dependable service. Faithfully yours， (signature) 19 6.3 Hoping Guests Come Again 6.3 Hoping Guests Come Again October 27，2006 Dear Sirs，I hope you were pleased with your conference at the Jinjiang Hotel and that all the participants ret

24、urned to work with happy memories of your stay here. We certainly enjoy havi ng you and look forward to seeing you again.In addition ， we h ave enlarged our service institution ， such as an indoor pool ， a super ninehole golf court ， four paddle tennis courts ，thre e saunas，four minibars and a large

25、 electronic game hall.If y ou plan a winter conference ，you will find that it is a wonderful place for you to carry out winter sports and amusements.Mt.Em ei is only two hours away ， and we can provide free transportat ion for you to go there and enjoy snow and skiing.If there is any thing you can s

26、uggest that will help us improve our accommoda tion or services， please tell us. I hope to hear from you soon. Yours truly， (signature) 20 6.4 The Reviver6.4 The Reviver September 20 ，2006 Dear Sir，Looking back through our records ，we found with regret that from 2003 to 2005 you bought from us a lar

27、ger quan tity of Meidi air conditioners in Models of FS302 to 307，but during the year 2006 we did not have the pleasure of receiving an order from you. This set us to wondering. Did we make an er ror? Was the merchandise you last ordered not exactly what yo u wanted? Or is it simply because there is

28、 something wrong wit h the quality of our products?Whatever the reason ， we would really like to know it. We hope you tell us the reason ， so that we can improve the quality of our products and service work.Re cently our company has developed a new product Meidi FS4 02 airconditioner of exchanging a

29、ir It is very strong ， tranquil and electricitysaving. We hope that we can receive your orde r of our new products. Sincerely yours， (signature) 21 New Words New Words stimulatevt. 刺激，激发，促进 sales promotion促销 reviversn. 振兴信 Follow up letters 追询信，随访信 Legend computer 联想牌电脑 Many sideda. 多方面的 functionn.

30、性能，功用 take ones dictation 记录口授，发布指令 revisev. 恢复，改正 in short hand方便 typewritingn. 打字，打印 22 cassetten. 磁盘，磁带盒 buttonn. 按钮，键盘 dictationn. 听写，口述 instructionn. 指示，指令 the enclosed函内附件 authenticationn. 鉴定，证明 participant=participatorn. 参加者 institutionn. 公共机构 saunan. 蒸汽浴，桑拿浴 Mt. Emei峨眉山 accommodationn. 招待设备，

31、膳宿供应 23 Notes to the TextNotes to the Text 1.keep lasting operation 保持持续运作 2.looking back through 回顾 3.Meidi air conditioner of exchanging air 美的 换气空调 24 Trade Talks Trade Talks Mr.Li， a sales manager of Yuanda White Sp irits Trade Company ，Shanghai， sent an invitati on to Mr.Wyatt， a delegate of Al

32、fred Co. Ltd. in China two days ago.Now Mr.Wyatt comes and vis its Mr.Li in his office.(L=Mr.Li ；W=Mr.Wyatt) W： Hello，good morning，Mr.Li. L ： Good morning，Mr.Wyatt. You are comi ng for my invitation ， I guess. W： Yes. I received your invitation yesterday. You must have prepared many sorts of famous

33、w hite spirits for me to make a choice ， dont you ? 25 L： Oh， yes. You see， there are a lot of fa mous white spirits from the whole nation on shelv es. W： Would you please introduce them in det ail? L： With pleasure. This is Maotai and Wulian gye. They are all our national spirits. They were al l aw

34、arded gold prizes many times in international fairs. They are often used to give a banquet in ho nor of foreign guests. Here is a cup of wuliangye ， taste a bit，please. 26 W： (takes the cup over and tastes a bit) Wo w， what a fragrance! How is it made? L： As the term suggests ， it is made by five so

35、rts of grain. W： Which five sorts of grain? L： Oh sorry. It is a secret. W： What are those wines? L： They are Luzhoulaojiao wine ，Lang win e，Jiannanchun wine，Quanxing wine， Shaoxin g rice wine，Fen wine，Xifeng wine and Bamboo leaf Green wine，Maotai，and Wuliangye. These wines are called the ten great

36、famous wines throu ghout the country. 27 W： Just now，you said Bambooleaf Gree n wine. Where is its origin? L： Its origin is in the Apricot BloomVillage ， Shanxi Province.W ： Oh， yes， I see. It drizzles thick on the Pure Brightness Day ； I travel with my heart lost in dismay. Where can I find a wines

37、hop ， cowboy? He points to Apricot Bloom Village far away.L ： Why，you are really an old China hand. Have yo u had a drink of Bamboo leaf Green wine? 28 W： No. Ive only read Du Mus poem the Pu re Brightness Day written in the Tang dynasty ， a m I right? L： Yes it is quite right. And ， what wine are y

38、ou going to buy? W： I am going to purchase Maotai ，Wulian gye and Bamboo leaf Green wine ，if the prices ar e appropriate. L：Maotai：USD 600/Dozen，Wuliangye： USD 550/Dozen，Bamboo leaf Green wine ：US D 200/Dozen，FOB Shanghai，100% irrevocable letter of credit at sight. 29 W： Mr.Li， your prices are at a

39、high level. We can accept your payment terms ， but we coul d not accept your prices. L： What do you think would be the accepta ble prices for you? W：How about Maotai：USD 400/Dozen， Wuliangye：USD 300/Dozen，Bamboo leaf Gree n wine：USD 100/Dozen，FOB Shanghai? L： Oh you are really a tough businessman. I

40、 f we accept your counteroffer ，our company woul d go bankrupt. What about favoured USD 50 eac h sort of wine for you? 30 W： If you give me another favoured USD 50 each one， I can accept it. L：Ok，lets make Maotai ：USD 500/Dozen， Wuliangye：USD 450/Dozen， Bamboo leaf Gre en wine：USD 100/Dozen，FOB Shan

41、ghai and c all it a deal. W： Well，I think I can accept that. Should t his first order be satisfactory for us ，I believe it wi ll lead to further business between us. L： Thanks. Excuse me ， when will you plac e an order? 31 W： I guess I will place an order tomorrow ， after I report it to my corporati

42、on. L： That is all right. See you tomorrow. W： See you. 32 New Words New Words invitationn. 邀请 spiritn. 酒，酒精 winen. 酒，葡萄酒 fairn. 商品交易会 tastevt. 品尝 drizzlevi. 下濛濛雨 dismayn. 灰心，沮丧 apricot bloom杏花 33 Note to the TextNote to the Text 1.make a choice作选择 2.be awarded获奖 3.give a banquet in honor of 设宴招待 4.

43、the Pure Brightness Day 清明节 5.an old China hand 中国通 6.the Tang dynasty 唐朝 7.go bankrupt破产 34 Appendix Useful Expressions for Sales Promotion 1.Our trading corporation will devote its all eff orts principally to commission business ， in whic h shipping of color TV sets made in China will for m an imp

44、ortant feature. 我们贸易公司将倾全力经 营批发业务，以出口中国彩色电视机为主要特色。 2.We hope that your company can approach us as quickly as possible for introducing your new products.我们希望贵公司尽快与我们取得联系，介 绍你们的新产品。 35 3.Our Haier refrigerators are not only well est ablished in Asia， but also very marketable in Eur ope.我们的海尔牌冰箱不但在亚洲享有

45、盛誉，而且 在欧洲销路也很好。 4.Would you please tell us the properties of y our new products in detail? 您能详细介绍一下你们 的新产品的性能吗？ 5.Although you have made some efforts to d evelop new markets ， yet there is still a great pot ential in your national markets according to our inf ormation from various resources. 根据我们从各方

46、 获得的情报，虽然你们在开拓新市场方面作了些努 力，但是贵国的市场潜力仍然很大。 36 6.The Certificate of Quality and Quantity issu ed by the China Import and Export Commodity In spection Bureau at the port of shipment shall be t aken as the basis of delivery after receiving your L/C.在收到贵公司信用证后，在装船港以中国进出 口商品检验局签发的质量数量检验证书作为交货的 依据。 7.I dont

47、 think it is our responsibility in that ca se. As you know，under CIF，our obligations end after the goods arrive at the port safely. 正如您知 道的，根据到岸价条款，只要货物安全抵达目的港， 我方的义务就终止了。我认为在那种情况下根本就 不是我们的责任了。 37 8.In all the years we have been doing busine ss all over the world ，but we have never received a letter

48、 which questioned our integrity. We think y ou should not hesitate to open a letter of credit un der some pretext. The statement in your letter is a bsolutely an insult and without any justification. W e take extreme exception to these types of comm ents.多年来我们在世界各地经商，但从未收到过 一封对我们信誉提出问题的信。我们认为你们不应 该以

49、某种借口犹豫开信用证。贵方信中的声明是绝 对侮辱人的，并且毫无任何正当理由。我们对这类 评论表示断然反对。 38 9.We should be much obliged if you could giv e us some information on the financial standing. 如果你们能告诉我们一些关于贵公司的财务资信的 信息，我们将不胜感激。 10.We are a stateowned corporation speci alizing in the export of chemical products. If you a re interested in our

50、 products ， please tell us as q uickly as possible. 我们是专营出口化工产品的国有公司。如果你 们对我们的产品感兴趣，请尽快告诉我们。 39 11.We shall airmail you quotation and sample s upon receipt of your specific requirement. 我们根 据你们的具体要求航邮给你们报价和样品。 12.We can only accept 100% irrevocable lett er of credit at sight. 我方只接受百分之百的不可撤 销的即期信用证。

51、13.We acknowledge with thanks receipt of yo ur letter of February 27.We are very pleased in m aking the following offer ， subject to our final conf irmation.欣喜贵方2月27日的来函，不胜谢意，我 们非常高兴报价如下，但需以我方最后确认为准。 40 14.On condition that you could place an orde r for our Konka Brand color TV 50 ，000 sets，we are p

52、repared to offer this special price of US 20 0 per set and a 5% discount. 以贵方能订购康佳牌 彩电5万台为条件，我们准备向贵公司作每台 200 美元的特价报盘，并有 5%的折扣。 15.As you accept the merchandise Septemb er 5， you would be entitled to a 5% discount onl y if the invoice was paid within 30 days of that dat e. Unfortunately， these terms

53、were not met. 既然 贵方9月5日已收到订货，只有在 30天内付款才有 权享有5%的折扣，但不幸的是贵公司不具备此条 件。 41 课文参考译文课文参考译文 6.1推销信 敬启者：贵公司曾想到过我公司价廉物美的联想牌电脑 吗？联想牌电脑的功能是多方面的。无论何时何地，甚至 在您旅行时，它都能记录下您的口授指示，它能非常快捷 地改正错误记录。它能非常容易地输出您的打字用以邮寄 。只要您装上磁盘，按一下键，它就记录您想要记录的东 西，如口令、指令、电话内容。它能为工程技术制作图表 和进行设计。当您无聊时它还能使您娱乐。它的质量是非 凡的，几乎无所不能。我们的售后服务确保任何要求并能 保持长期服务。兹附上价格表一份。我们希望贵公司的首 次订货行动将促使我们之间的进一步生意，并标志我们良 好关系的开端。 谨上 2006年2月25日 42 6.2宣布新产品和售后服务信宣布新产