51 Sales Promotion
6.Sales_promotion
2.Since the required articles are not available, we would like to recommend the under mentioned (following) products which can be supplied from stock for prompt shipment. This recommendation is made to the interest of both parties.
撰写“通函”(Circular Letter)时需遵循的规 则：
信要短，否则人们可能不愿看 在开头一段就得抓住读者的兴趣 信的外观要有吸引力，并且尽可能使 它的口气象私人交往
Vocabulary(课后有的）
Pay 值得 Study hard, it will pay. Residue 剩余 We have a residue stock of 307 sets bicycles. Next 次于 Next newest Generous 慷慨的 We will allow you generous discount. Generosity 慷慨 Thank you for your generosity. Preclude 阻止某人做某事=prevent Preclude sb from doing sth
Letter-8(1) (A Sales Letter)
1. fail their expectation
their expectation doesn’t realize Many cases prevented their expectation to be realized. fail sb.: not to do what sb. has trusted you to do I feel I’ve failed my children by not spending more time with them.我觉得 我使孩子们失望了，因为我没能多化些时间 陪伴他们。
《商务英语函电教程》Unit 5销售推广
2) In the second part:
① Providing additional information, such as an introduction to new products. ② Offer some preferential terms to motive the recipient‟s desire. ③ Gently urge the recipient to take the next step in negotiating a sale.
Enclosed is our price list and full sales promotion literature for your reference. We deem it to your benefit to push the sales of our products in your market. And we are prepared to give a quantity discount of 10% if your order exceeds 300 sets. We recommend you to take advantages of the enclosed order form in case you wish to make an immediate order.
Guidelines for writing
The common structures of both sales letters and follow-ups are composed of three essential parts. 1. Structures and points in writing sales letters To accomplish the AIDA aim as mentioned before, the following rules should be observed at the same time in sales letter writing. 1) In the first part, catch the reader‟s interest or refer to an inquiry or a previous communication. 2) In the second part, ① introduce new selling points, such as the good quality of products or the best service from the company.
销售促进(Sales Promotion,简称SP)
销售促进（Sales Promotion，简称SP）是市场竞争过程中的一把利剑。
市场锋线的促销，作用在于对产品施加推力，使产品能够更快地进入市场和扩大市场。
我们看到，在市场上并非每一个公司都做广告，但是每一个公司都无一例外地开展促销。
所以，在我们执行市场侵略任务时，不能忘记使用这一有力武器。
从全球的广告与促销对比中看，促销费用的增长率至少比广告费用的增长率高出三个百分点。
以美国为例，在1980年的促销费用为490亿美元，到了1986年其费用已达1020亿美元，促销与广告的费用之比约为64：36。
到了1991年，促销费用更占整个市场推广费用的3/4，即75%左右。
促销活动之所以有这么大的开支，是因为人们都看好这一销售形式并得益于最后效果。
企业乐意为立竿见影的效果付出。
那么，促销是一种什么样的内涵呢？促销的内涵：第一、促销是对顾客购买行为的短程激励活动；第二、促销是一种战术性的营销工具；第三、促销是利益驱动购买；第四、促销是追求结果的销售行为；第五、促销对冲动性购买有效；第六、促销不以营建品牌为宗旨；第七、促销是“AIDA法则”的体现；第八、促销是在价格杠杆上跳动的芭蕾舞，尽管千姿百态，但离不开价格利益；第九、促销就是为了扩大销量而使用的方法；第十、促销是一种市场竞争手段；第十一、促销不是变相广告。
第十二、促销可以破除“购买习惯”，它是促成第一次购买的好工具；第十三、促销的目的不是为了提高产品知名度，而是为了让顾客接受产品；第十四、促销的最高目标是使它自己成为购买首因，基本目标是至少成为购买的一个促动因素；1、销售促进的七个市场作用：①缩短产品入市的进程。
使用促销手段，旨在对消费者或经销商提供短程激励。
在一段时间内调动人们的购买热情，培养顾客的兴趣和使用爱好，使顾客尽快地了解产品。
②激励消费者初次购买，达到使用目的。
消费者一般对新产品具有抗拒心理。
由于使用新产品的初次消费成本是使用老产品的一倍（对新产品一旦不满意，还要花同样的价钱去购买老产品，这等于花了两份的价钱才得到了一个满意的产品，所以许多消费者在心理上认为买新产品代价高），消费者就不愿冒风险对新产品进行偿试。
Unit6+++++SALES+++PROMOTION
Unit6 SALES PROMOTION姓名：孙姣班级：z081 学号：200808013101 页数：90-925.recommend v. 建议，劝告（同义）suggest; advise6-51.Gingko Tea 银杏茶2.by means of 用，以，依靠，是一常用短语，后跟名词。
3.to date 至今，直到现在4.appreciate v. 感激，感谢，后接名词或动名词作宾语，也可跟由代词it引导的if从句。
We shall appreciate your forwarding us samples and the relative price list.我们将感谢你方寄来样品和有关报价单。
We shall appreciate it if you will make us a firm offer as soon as possible.你方如能及早报来实盘，我们将十分感谢。
5.regarding prep. 关于（同义）as regards; in regard to; with regard to6.concerning prep. 关于We are in receipt of your e-mail dated August 28concerning light industrial products. 我们将收到你方8月28日关于轻工产品的e-mail。
6-6rge-sized adj. 大型的，大号的比较：medium-sized 中型的，中号的fair-sized quantity 相当的数量2.supply n.& v. 提供，供给，供应We can supply you with iron nails of all sizes.我们能够提供各种型号（尺寸）的铁钉Buyers require further supply of silk garments.买主要求再供应些丝绸服装。
sales promotion
Dear Sir: We thank you for your enquiry of February 16, 2011 for our rice products. We are exporting various rice products, of which Jinjian Union Rice and Jinjian Peach Blossom Rice are the most popular. They are in great demand in China and our stocks are running down quickly. Their popularity owes to their top quality and good taste.
Discussion
What activities can be held to promote Jingzhou Red Bayberry Wine among British consumers?
How to Write a Sales Letter
1. Use a strong headline /heading that states the most important benefit you are offering to catch readers’ attention and arouse their interest. 2. Highlight superiorities of the company and benefits ( focusing on prices, quality, discounts )customers will get to stipulate their desire
An Introduction to Sales Promotion
• Sales promotion consists of those promotional activities other than advertising,personal selling,and publicity. 产品促销是指除广告、个人销售和宣传以外的推销活动. promotion n.促销（产品）；促进；发扬，振兴 sales promotion促销 website promotion网站推广 other than apart from;except 除了…之外 different from；otherwise than 不同于… Nobody other than nature can put on such an original show. 除了大自然还有谁能上演如此富有创意的表演。
• The techniques of sales promotion are varied and numerous. 促销的手段多种多样，数不胜数。
• The common ones used are coupons,drawings,games,contests, discounts,demonstrations,premiums,samples,money refund offers,and trading stamps. 常见的促销手段有附在商品上的优惠券、各种抽奖活动、游戏、竞赛、 打折、产品演示、各种奖励、样品试用、钱款返还以及可兑换商品的赠 券等。 coupon [c](附在商品上的）赠券；优惠券 Meal coupons 餐劵 If you plan to buy baby food, use coupons to lower the cost. 如果你计划购买婴儿食品，请使用优惠券来降低费用。 demonstration n. 示范，演示；证明；示威游行 demonstration lesson 演示课 ; 公开课 ; 表演课 ; 示范课 interactive demonstration 互动演示 premium [c]奖励，奖金，奖赏 health insurance premiums 保险费
英语商务函电PPT-Unit 8 Sales Promotion
• 对应例子：P125 The Reviver
随访信) 三、Follow-up Letter (随访信 随访信 私人化） （私人化）
• 促销信发出后，可能会得不到对方的答复， 促销信发出后，可能会得不到对方的答复， 但企业可以再发一封“追询信” 但企业可以再发一封“追询信” （A Follow-up Letter）（也叫随访信），询问 ）（也叫随访信），询问 ）（也叫随访信）， 一下原因， 一下原因，并提出一些对推销有利的新观 点和论据，最后表示希望对方能做出反应 表示希望对方能做出反应。 点和论据，最后表示希望对方能做出反应。 • Thank-you Letter(感谢信 感谢信) 感谢信
（1）Dealer—wholesaler—retailer—end-users （销售者—批发商—零售商—最终消费者） （2）通用的促销手段： “AIDA” A: attention(注意) I: interest (兴趣) D: desire (需求) A: action (行动)
营销理论): （3）The Marketing Theory of 4PS(4PS营销理论 ） 营销理论 Product(产品) Place(销售渠道/分销渠道/地点) Price(定价/价格) Promotion（促销） 注： 企业不直接面对消费者，而是注重经销商的培育 和销售网络的建设，企业与消费者的联系是通过 分销商来进行的
it is essential that in drafting a circular the following rules should be observed:
(1) Keep the letter short, otherwise it may not be read. (2) Catch the reader's interest in the opening paragraph. (3) Give the letter an attractive look and make it as personal as possible.
现代商务英语第6章促销(Sales Promotion)
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第6章 促销
(Sales Promotion)
1.Be brief 2.Create the 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
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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 within a given society may be easily overlooked by nondiscriminating outsiders.
3
第6章 促销
(Sales Promotion)
A Reviver letter 振兴信
the “Reviver”, the purpose of which is to keep the regular customers and to expend the business, because they are the main buyers of sales potential.
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51.Sales Promotion 产品促销1. Sales promotion consists of those promotional activities other than advertising, personal selling, and publicity. As such, any promotional activities that do not fall under the other three activities of the promotion mix are considered sales promotion. The trade often use s the term indiscriminately. Businesspersons may use the term “promotion” when they actually mean “sales promotion.”For purpose here, promotion is a broad term that encompass es sales promotion as well as the other three promotional activities.1、产品促销指的是不同于(other than 除了)广告、个人销售和宣传(publicity)的推销活动（promotional activities）。
因此，不属于(do not fall under)以上三种推销活动的推销活动都被认为是(are considered)促销。
实际生活中经常不加区分地(indiscriminately)使用这一概念。
商务人员在说“推销”(promotion)时，实际上指的是“促销”(sales promotion)。
本文中，推销是一个广义的概念(a broad term)，它包括(encompass)促销以及(as well as)其他三种推销活动。
2. The techniques of sales promotion are varied and numerous. The common ones used are coupons, sweepstakes, games, contests, price-offs, demonstration s, premium s, samples, and money refund offers. A combination of these can be used and sometimes is used in the same campaign.2、推(促)销的手段(techniques)多种多样(varied)，数不胜数(numerous)。
普遍运用的手段(the common ones used)有附在商品上的赠券、各种抽奖活动、游戏、竞赛、降价销售(price-offs)、产品示范、各种奖励、样品试验(体验)以及钱款返还承诺（money refund offer s）等等。
在同一推销活动中(in the same campaign)，多种手段可以结合使用，有时也确实结合使用。
3. Sales promotion is temporary in nature. Not beingself-sustaining, its function is to supplement advertising, personal selling, and publicity. To launch Budweiser beer in Great Britain, Anheuser-Busch employ ed the “American”theme. Its TV commercials on the 4th of July and Thanksgiving Day were spots filmed in California with American actors. To supplement its advertising effort, the company used a variety of sales-promotion techniques. It made posters, bunting, flags, pennant s, T-shirts, and sweatshirts available to pubs and discos for promotional parties. Bud ashtrays, bar towels, coasters, football pennants, and similar items were offered for sale. Moreover, American disc jockeys were brought in to program American music nights.3、从本质上说(in nature)，促销活动具有时间短暂的(temporary)特点。
由于其本身没有自我持续的能力(not being self-sustaining)，它的作用就是作为广告、个人销售和宣传等推销活动的补充(supplement)。
(举例说明：)为了将百威啤酒打入(to launch)英国市场，Anheuser-Busch运用(employ)了“美国”主题（theme）。
7月4日和感恩节的电视广告播的都是美国演员在加利福尼亚拍摄的(filmed)场景(spots)。
为了加强(to supplement)广告力度，该公司运用了大量的(a variety of)促销手段，如制作海报(posters)、装饰旗(bunting)和三角旗(pennant)等各种旗帜以及T恤衫和汗衫(sweatshirt)等供促销团体出入酒吧和迪斯科夜总会。
同时它还制作烟灰缸、酒吧餐巾、杯垫子、足球赛用的三角旗以及诸如此类的物品(similar items)用于销售。
此外(moreover)，该公司还专门邀请美国电台的音乐节目主持人(disc jockey=D.J.)开办美国音乐之夜。
4. Sales promotion is not restricted to the stimulation of demand at the consumer level. It may be used to gain middlemen's support as well. In Order to get Thai middlemen to carry Foremost's dairy products, the company used leasing and conditional sales contract s to provide small retail outlets' and restaurants with freezers for $1if contract terms were met. Foremost also had to convince these resellers not to store other products in the freezers and not to unplug freezer units at night to save electricity.4、促销不仅仅局限于拉动(stimulation)消费者的需求，也(as well)可以用来赢得中间商的支持(to gain middlemen's support)。
为了使泰国的中间商销售其乳制品(dairyproducts)，Foremost公司运用租赁(used leasing)和有条件销售合同(conditional sales contracts)以一美元的价格向那些零售小商店(small retail outlet)和饭店提供(provide with)冰柜，条件是要满足(meet)合同条款(contract terms)。
同时，该公司还得说服这些转卖商(reseller)不要在冰柜中储存其他产品，并且不要为了省电而在夜间拔去(unplug)冰柜插座。
5. The use of sales promotion is not limited to consumer products. It can be used with industrial selling too. Misawa Homes promoted its House 55 by sending samples to U.S. Homes and Germany's Okal. Pfizer, like other drug firms, attracts drug wholesalers by sponsor ing trips and other events. Gifts are given to doctors, and doctors' wives are taken on shopping tours.5、促销手段的运用不仅仅限于消费品，它也可以用于工业销售。
MisawaHomes为了推销(promote)其House55产品而向美国的Homes公司和德国的Okal公司寄送样品。
Pfizer公司同其他药品公司一样，通过组织(sponsor)旅游和其他活动(other events)来吸引药品批发商(drug wholesaler)。
他们向医生们赠送礼品，而且组织医生的夫人们进行购物旅游。
6. The popularity of sales promotion has grown steadily both in the United States and overseas. A survey of executive sconducted by Stimulus, Canada's leading advertising journal, reveal ed a shift from media advertising to sales promotion. Compared with five years ago, three of five firms had moved to spend more of their advertising budget on such non-media alternative s as trade shows, point-of-purchase displays, and publicity. According to a POPAI (Point-of- Purchase Advertising Institute) -Du Pont study of shopping behavior in the United States, almost 70 percent of all non-food purchases in supermarkets are generated by in-store decisions. If the same decision-making pattern is prevalent outside the United States, sales promotion should prove to be just as indispensable(as other promotional techniques).6、无论是在美国还是在海外，促销活动越来越受人青睐，而且势头强劲。