贸英语写作课件unit 5 sales promotion
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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。
产品促销概述产品促销是指除广告、个人销售和宣传以外的推销活动。
严格地说,不属于以上三种结合在一起的推销活动都被认为是促销。
比如说,一家航空公司向乘客赠送打折卡,用这种卡在一家有名的服装公司购买大衣,价格会低很多。
本文所说的推销是一个广义的概念,包括促销以及其他三种推销活动。
促销的手段多种多样,数不胜数。
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。
在同一促销活动中,多种手段可以结合使用,实际情况通常就是这样。
另一家公司为了在经济萧条期间重占市场份额,免费向社会发放了150万新型婴儿尿布的样品。
同时,每个包装袋上还印有一幅小熊的照片,父母们集齐规定数量的小熊照片,即可获得各式儿童用品。
从本质上说,促销活动具有暂时性的特点。
促销活动本身没有自我持续的能力,因而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。
为了将百威啤酒打入英国市场,该公司运用了"美国"主题,在7月4日和感恩节播放由美国演员在加利福尼亚拍摄的电视广告片。
为加强宣传力度,该公司运用了大量的促销手段,向举办促销晚会的酒吧提供海报、装饰旗帜、横幅以及T恤衫等。
同时公司还制作了带有"百威"标志的玻璃杯、酒吧餐巾、足球赛用的三角旗以及诸如此类的物品卖给酒吧常客。
此外,该公司还专门邀请美国人筹划美国音乐之夜。
促销不仅限于刺激消费者的需求,也可以鼓励中间商加大对销售产品的支持。
为使泰国的中间商销售其乳制品,一家美国公司同其签订销售合同。
合同规定,只要产品销售达到一定的定额,该公司即以一美元的价格向零售小商店和饭店提供冰箱。
同时,该公司还得说服这些泰国中间商不要在冰箱中储存其他公司的产品,并且不要为了省电而在夜间拔去冰箱的电源插头。
促销手段不仅可用于消费品的销售,也可用于工业品的销售。
许多制药公司通过举办鸡尾酒会、旅游和其他活动来吸引药品批发商。
英语促销信(English sales promotion letter)Promotional letterExample (1) recommend goods in stockThank you for your order of June 1st. We enclose a price list. At the same time, we have sent you another catalogue of our canned vegetables, which we trust will soon be at your destination.We regret, however, that the demand for canned fruit products is very high at present, as it is in the middle of summer, which is the busiest season for fruit sales. Because of this, canned peaches and grapes are in short supply and we can't meet the needs of all our customers. As a matter of fact, our grape products are almost out of stock.However, we can recommend apricots, which are still in stock.You may be interested to learn that, since June 1st, we have introduced new discounts for bulk purchases.We look forward to receiving your order soon.A, Letter, to, Recommend, Goods, Available, from, StockDear Sirs,Thank you for your order of June We enclose a catalogue and 1. price list. Meanwhile, we have also sent a catalogue of our range of tinned vegetables under separate cover, which we trustwill reach you very soon.We are sorry, however that, our tinned fruit products are in great demand at the moment, since it is in the middle of summer, which is our busiest season for fruit. Because of this, tinned peaches and grapefruit are in short supply, and we cannot satisfy all our customers'demands. In fact, our grapefruit products are almost out of supply.We, can, recommend, apricots, which, fortunately, have, in, stock, at, moment., You, may, be, interested, to, know, that, our, the, new, discounts, for, bulk,, purchase, came,, into, we, effect, on, June, 1st.We, would, be, please, to, receive, your, order, soon., veryYours faithfully,Case (2) old pricing concessions old customersThank you very much and your order No. 392nd.Unfortunately, as with other suppliers, our prices have gone up since you ordered us 2 years ago. This is due to the rise in raw materials. However, you will be pleased to learn that we have decided to supply you with this order at regular prices, as you were our regular customer.I will keep you informed of the progress of the order.Old, Price, to, Favour, Old, ClientDear Mr. Henry,Thank, you, very, much, and, your, order, No.392.Unfortunately, in, common, other, suppliers, our, prices, have, risen, you, placed, an, order, with, US, two, years, ago., since, This, is, due,, to, the,, rising, cost, with, of, raw, materials.However, you will be pleased to hear that we have decided to supply your current order at the old price as you used to be our regular client. I will keep you fully informed about the progress of your order.Yours sincerely,(Ms., Addison, Tanghal)Sales DirectorCase (3) restore relations with old customersWe look over the records and regret to find that we have been unable to receive your order since last October.As you are our long-time customer, we are very much concerned whether you are satisfied with our products or whether you are satisfied with the way we handle your order.If you have some problems related to us, would you please fillin the return card enclosed in this letter? We'll take care of your opinions in time.Perhaps you are interested to know that we have recently been appointed as distributors by three large US manufacturers and are responsible for computer sales in our country. We have a variety of first-rate personal computers in our supply, and the prices are very attractive. From the enclosed catalogue, you will see that our prices are much lower than those of other importers. Besides, our terms of payment are very favorable.We look forward to receiving your order again.A, Letter, to, Renew, Relation, with, an, Old, ClientDear Sirs,Looking, though, our, records, note, with, regret, that, we, have, not, had, the, pleasure, of, an,, order, from, we, you, since, October., lastAs you were one of our regular clients, we are very much concerned if you have been dissatisfied either with our goods or with the way in which we have handled your orders. Would you please fill out the enclosed reply card if you have encountered some problems with us We will give your comments? Immediate attention.We think you may you may be interested to know that we have recently been appointed agents for the sale in this country of the computers of three of the leading American manufacturers.Our stocks now include a wide range of first personal computers at very - class attractive prices. You will see from the catalogue enclosed that our prices are very much lower than those of other importers. In addition, we are offering very generous terms of payment.We, look, forward, to, the, pleasure, of, your, order., renewedYours faithfully,Example (4) sell goodsYou don't have to wash the pans anymoreThat's what we said; we don't have to wash the pans anymore!Now you can do all kinds of cooking with beautiful enamel ware -- cooking and holding food in the same beautiful vessel. Boil, fry, bake, bake, enamel, anything. You can also freeze the food in the vessel if you like. These beautiful containers are made of special materials for missile shells, which can be removed from the refrigerator, put on the stove, and then served at the table. You can then put them in a dishwasher or sink and put them together with other dishes. Do not bother to wipe.Household utensils department in a big shop, pleaseWatch an exhibition of enamel waresWednesday, Thursday, Friday, April 10th, 11 and 12Accept these containers for cooking and try them yourself. You will be impressed with their practical and beautiful designs, and above all their surprising reasonable prices.A, Letter, to, Promote, the, Sale, of, ProductsNEVER WASH PANS AGAINDear, Customer:, We, said, it, and, we, mean, it:, NEVER,, WASH, PANS, AGAIN!You can now do all your cooking in beautiful Ceramic Ware cook and serve food in the same lovely dishes! Boil fry, roast, bake, do it all in Ceramic Ware. Freeze food in the same dishes, if you wish. These beautiful utensils, made of the same amazing ceramic used in missile cones,可以从冰箱到炉子到餐桌。
商务英语写作促销SalesPromotion样信 1Dear Sirs,Thank you for you letter dated May 1, 2004.We enclose a copy of new season’s catalogue, introducing many novelties 1 and some variations 2 on the lines 3 which were most popular last season. Perhaps you would be good enough to study the catalogue now and outline your requirements for the coming season. This would be of great assistance to us in adjusting our stocks to the requirements of our customers, and will ensure early deliveries.You will see that prices this season are slightly higher, but you will find that this is offset 4 by marked improvements in almost every line. We have completely reorganized the suppliers of our business and can confidently claim 5 to have supplies available from the leading manufacturers 6 in the country.Should our products be of interest to you, please let us know. A current price list is enclosed.Yours faithfully样信 2Dear Sirs,Reports from users all over the world confirm 1 what we already knew before the new famous WARRIOR tyre was put on the market---that it is the realization of every car-owner’s dream. The list of shortcomings 2 of the ordinary tyre must be well known to you: punctures, wall failure under sudden stress, lack of road grip on wet or greasy surfaces, to name the chief frumbles 3 of the ordinary motorist.We could tell you a lot more about the new WARRIOR but prefer 4 you to read the enclosed copies of reports from racing drivers, test drivers, ordinary motorists, motor—dealers and motor manufacturers.Our terms of business are already known to you, of course, but to encourage you to lay in a stock of 5 the new tubeless WARRIOR, we will allow a special discount of 2% on any order received by the end of this month. A price list is enclosed for your perusal 6 . A good stock will enable you to take full advantage of the advertising campaign that we intend to runin your city in October.Our local agent is Wanghai who will be pleased to attend your requirements and to give you after-sales service.Yours truly。