Unit 7 sales promotion
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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。
Unit 7 sales promotion
Repeat the hope that the customer will take advantage of the offer
Contents
1.introduction of goods parison of goods 3.offering favorable terms 4. advices and recommendations Attention 1.To make the letters more personal 2.Represent the offer from the view of the
Keep the letter short, otherwise it may not be read
Catch the reader’s interest in the opening paragraph
Give the letter an attractive look and make it as personal as possible
在介绍商品或服务的特性和好处之后，可以用事实加 以证实，如：权威机构的鉴定结果、权威人士的论证、 用户的反馈等。
最后说明定购的方法或者查取相关信息的途径。
Expressions
1.介绍促销商品,使对方产生兴趣 to be made of, to be popular with customers, to sell well, to meet with warm reception, To be moderate in price, elegant in style,
Notes to Letter 1
1. Top 500 private enterprises 民营企业500强 2. successively: adv.接连; 相继 3. licensee n.获许可的人, 领到执照的人 4. OfficeMax Inc: is an office supplies retailer founded in 1988 and headquartered in Naperville, Illinois. It is the third-largest office supplies retailer in the USA, behind Staples and Office Depot.
Contents
1.introduction of goods parison of goods 3.offering favorable terms 4. advices and recommendations Attention 1.To make the letters more personal 2.Represent the offer from the view of the
Keep the letter short, otherwise it may not be read
Catch the reader’s interest in the opening paragraph
Give the letter an attractive look and make it as personal as possible
在介绍商品或服务的特性和好处之后，可以用事实加 以证实，如：权威机构的鉴定结果、权威人士的论证、 用户的反馈等。
最后说明定购的方法或者查取相关信息的途径。
Expressions
1.介绍促销商品,使对方产生兴趣 to be made of, to be popular with customers, to sell well, to meet with warm reception, To be moderate in price, elegant in style,
Notes to Letter 1
1. Top 500 private enterprises 民营企业500强 2. successively: adv.接连; 相继 3. licensee n.获许可的人, 领到执照的人 4. OfficeMax Inc: is an office supplies retailer founded in 1988 and headquartered in Naperville, Illinois. It is the third-largest office supplies retailer in the USA, behind Staples and Office Depot.
新编剑桥商务英语unit-7
- in sales there’s a buzz of a target-driven environment
- you can manage millions of pounds of business - make customers happy - it’s incredibly rewarding
Module 7
1
7.1 Sales
1
Reading 1
2 Vocabulary: Sale terms
3
Reading 2
4
Grammar
5 Speaking: Comparing jobs
2
Reading
1. Work in pairs. Compare the jobs in each of the following pairs. What are the similarities and differences? Say which you would prefer to do and why.
3
2. Read the article and find out why more people prefer a career in marketing than in sales. Complete the table below with reasons from the text.
Reasons for choosing marketing Reasons for choosing sales
- marketing seems more attractive (than sales)
- it isn’t as bad as myths suggest
- unlike marketing, sales is tangible
- you can manage millions of pounds of business - make customers happy - it’s incredibly rewarding
Module 7
1
7.1 Sales
1
Reading 1
2 Vocabulary: Sale terms
3
Reading 2
4
Grammar
5 Speaking: Comparing jobs
2
Reading
1. Work in pairs. Compare the jobs in each of the following pairs. What are the similarities and differences? Say which you would prefer to do and why.
3
2. Read the article and find out why more people prefer a career in marketing than in sales. Complete the table below with reasons from the text.
Reasons for choosing marketing Reasons for choosing sales
- marketing seems more attractive (than sales)
- it isn’t as bad as myths suggest
- unlike marketing, sales is tangible
大学英语综合教程第三册 Unit7
Part II The Author
Tom Hallman Jr. is a senior reporter specializing in features at The Oregonian. He joined the paper in 1980 and covered the police beat for a decade, longer than any reporter since the 1950s. While covering cops, Hallman began writing feature stories --at first off the beat, then the stories of everyday people. He was a Pulitzer Prize finalist in beat reporting in 1995 and in feature writing in 1999. He has won the Ernie Pyle Award for human-interest writing, the ASNE Distinguished Writing Award for nondeadline writing (twice), the feature-writing award from the Society of Professional Journalists and the Livingston Award for Young Journalists.
Sunday, November 19, 1995
The portrait of Bill Porter
Part III Cultural Notes
Salesmanship: Sales promotion is an element of the marketing process that can close the sale of goods or services to a potential customer by providing the incentive to make a positive purchasing decision. Sales promotion, advertising, and salesmanship are the major techniques used in merchandising products to the public. Salesmanship often takes the form of a face-to-face encounter between the buyer and seller; the presentation is set up to convince customers that the product on sale is essential to their satisfaction. The lack of personal feedback between buyer and seller is sometimes considered a drawback of the advertising approach. Selling by telephone, although it is significantly less effective than personal selling, is still considered an important method of merchandising. In the 1980s, a growing promotional technique involved in-home shopping programs using cable television channels. In recent years with the help of the Internet online shopping is becoming popular.
中石油2016通用英语选读课文52 Sales Promotion产品促销
52 Sales Promotion 产品促销1. Sales promotion consists of those promotional activities<推销活动>other than<不同于，除了，绝不是>advertising, personal selling, and publicity<宣传>. As such<因此>, any promotional activities that do not fall under<归入…类> the other three activities of the promotion mix are considered sales promotion. The trade often uses the term indiscriminately<adv不加区分地，无差别，任意地>. Businesspersons may use the term “promotion” when they actually mean “sales promotion.”For purpose here, promotion is a broad term that encompasses<v 包围，环绕，包含或包括某事物>sales promotion as well as the other three promotional activities.1、产品促销指的是不同于广告、个人销售和宣传的推销活动。
因此，不属于以上三种推销活动的推销活动都被认为是促销。
实际生活中经常不加区分地使用这一概念。
商务人员在说“推销”时，实际上指的是“促销”。
本文中，推销是一个广义的概念，它包括促销以及其他三种推销活动。
2. The techniques<手段，技巧> of sales promotion are varied and numerous. The common ones used are coupons<n息票，商家的优惠劵，赠劵>, sweepstakes<n赌金的独得，各种抽采赌博法，彩票>, games, contests, price-offs, demonstrations<示范>, premiums<n额外费用，奖金，奖赏，附加费>, samples, and money refund<返还，退还>offers. A combination of these can be used and sometimes is used in the same campaign<运动>.2、促销的手段多种多样，数不胜数。
新编剑桥商务英语unit_7教学教材
* doctor / vet
* fighter pilot / airline pilot
* school teacher / university lecturer * politician / journalist
* manager of a company / manager of a charity
2. Read the article and find out why more people prefer a career in marketing than in sales. Complete the table below with reasons from the text.
Reasons for choosing marketing Reasons for choosing sales
Not sold on sales?
‘Hi, I work in sales.’ not a great conversation opener, is it? Not like being a fighter pilot or a director of Medecins sans Frontieres, for example. Unfortunately, a job in sales can’t quite shake off its unglamorous image or associations with something rather dishonest. This all means recruitment problems for graduate employees. On the other hand, marketing – a less direct way of selling a product – is rather more popular as a career choice, and sounds better at dinner parties.
Introduction to Sales Promotion
•
In foreign trade communcation,besides business letters concerning establishment of business relations and negotiations, etc., there is, however, another type of letter, which is known as a “ Sales Letter”. • Its purpose is to expand business, to persuade the reader (namely the buyer) to buy what the sellers are able to supply.
• 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 possilbe.
三、Follow-up Letter （随访信）
• 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” （A Follow-up Letter）(也叫随访信), 询问一下 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。 • Thank-you Letter (感谢信)
商务英语unit7译文及答案
第七单元服务行业TEXT A 服务行业与服务管理我们现在正处于一个服务的时代，并且服务已经逐渐处于社会的中心地位。
在美国，各种各样的服务占据了美国就业市场的80%，服务行业已经创造了GNP的74%，占经济活动的55%，这些都远远把制造业抛在了后面。
其它发达国家也在过去的20年内同样也经历了这样一个趋势。
因此我们必须首先弄懂，“什么叫服务？〞我们通常把服务叫做由个人或团体为获益他人而做的工作。
我们的经济结构和贸易理念一起在改变，而这种改变最终导致由产品为中心转移到以服务为中心，被称为“第二次革命〞和“信息社会的开端〞。
那什么叫服务行业呢？当政府官员或经济学家提到服务行业，他们总会定义其为“创造不可见产品的行业。
〞服务行业分为以下几个部分。
运输服务、邮递服务和仓储服务信息服务股票证券服务和其它金融投资服务租赁服务职业、科技服务行政服务、废物回收服务和维修服务健康保健服务与社会援助服务艺术、娱乐、休闲服务其它服务从上面的分类我们可以看出，现今服务已经渗透到我们生活的各个角落。
不言而喻服务在我们的日常生活与商务活动中扮演越来越重要的角色。
然而并不是所有人与公司或组织会意识到服务的重要性。
许多经理像鸵鸟一样只是把它们的头深埋在沙子里，许多人袖着手违心地说，“服务大潮只不过像一阵风罢了，不是吗？〞当然，从另一方面，也有许多工作人善于服务，请看下面的案例。
Stew Leonard 经营着一家利润丰厚的三层楼的商店。
他说每当他看到一个愠怒的顾客就如同看到5万美元飞出了他的商店。
为什么呢？因为，像这种一般的顾客每个星期花100美元，一年有50周要购物，然后呆在这个地方可能大约10年。
如果这样的一个顾客在商店有一次不愉快的经历而反而转身另外一家商店的话，那Stew Leonard商店就会少5万美元的收入。
如果这个不满意的顾客把他的不愉快的经历告诉其他顾客，让他们也离开的话，那损失将会更大。
为了挽回顾客，Stew Leonard商店创造了被《纽约时报》称为“商店中的迪斯尼乐园〞，设有化妆的卡通人物、定期的娱乐项目、宠物乐园与电子动物。
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• Dear Sirs, • We are pleased to send you with this letter a copy of our current pricelist for canned mushroom in different variety and flavors. Our canned mushroom has a strong appeal for customers and is universally acknowledged.
Patterns &Substitutions
• 2.cater for sb/sth :provide what is needed or desired by sb/sth • cater to sb/sth • --The quality of our products is quite good, and the design caters for/to the mass market in Japan. • --We would like to remind you that products which patterns don’t cater for the popular taste cant sale fast here.
• • •
• structure of such promotion letters shall be: First, review previous good cooperation Second, add a favorable comments on the goods Third, also the most important part, put forward more favorable terms and conditions, such as a generous allowance. In the end, express your expectation for a new order.
In case you have’t received orders from some of your customers for quite a long time, you can renew business relations with him by sending sales promotion letter. Such kind of sales letters shall be written as follows:
• •
Dear Sirs,
Specimen letters(1)
aroused
Recently, great interest has been in the canned food at the exhibition halls of Foodstuffs, Native Produce & Animal ByProducts, Guangzhou Canton Fair in China. Numerous enquiries and orders have also come for the delicious canned mushroom. Our canned mushroom is
• Prices
• •
James Wang
• 1 arouse:vt 激发，引起 • --Such a high price cant arouse any interest in the market at our end. • --One of the principal aims of sales promotion letter is to arouse the interest of the potential customer in your products. • --The favorable terms and conditions in our sales letter finally aroused the buying desire of an inactive customer.
• Convince sb that • --A careful study will convince you that this is an exceptional offer which cant be repeated any more. • --A trial order will convince you that our products are of superb quality and reasonable in price.
• • • • •
• Good taste
• Nutritious
preferred
for the follr catering for customers’ need Great variety and with nutritional value Superb quality with prices much lower than those from other sources You will be interested to note that our annual production is 100 M/Ts. Recently we have received enquiries from Japan, Germany, Australia and South Africa. We are convinced that our canned mushroom will be exported to more countries in the near future. We are glad to enclose our illustrated catalogue, and will send you our best quotation as soon as we hear from you. Sincerely yours,
Unit 7
Sales Promotion
The function of sales promotion letter?
Sales promotion letters are a form of advertising. The purpose of a sales promotion letter is to persuade the customers to buy your products now or to develop an interest in your products which will induce them to buy later, or to keep the name of your organization in customer’s mind, or to get customers to try your products or ask question about it.
First, express your regret for not receiving orders for a long time Second, assume some possible reasons in brief Third, highlight some new selling-points and make a favorable comments on your goods In the end, express your expectation for an order from the recipient.
• 4.convince sb/yourself of sth: to make sb/yourself believe that sth is true • 使确信，使相信,相信 • --The comparison will convince you of the good quality and the reasonable price of the goods. • --We are convinced of the better value for money of their goods in the end. • --The foreigner is completely convinced of my friend’s integrity and entrust him with purchases of all kinds of goods even if the prices are higher. • 完全相信我朋友的诚实
• In case there is no improved or new products, you also can write letters to your regular customers to promote the products ever transacted by offering more favorable terms and conditions. The
• 3.You will be interested to note：敬请注意 • Be interested to do sth :有兴趣做某事 • --We shall be interested to know the discount you will alow on purchases of quantities of not less than 3000 pcs of individual items.我们想知道 • --We shall be interested to know when you can despatch the goods.
Type of sales promotion letter
When you want to promote an improved or new product, you can send sales letters to all of your regular customers by means of a circular letter. Such sales letter should focus on the advantages of the products, also you can promise them a generous discount to encourage their immediate order. Sometimes you also can send them samples.