商务英语推销产品ppt

II. Teaching focus: To learn and practice how to advertise a product. III. Teaching difficulty To listen for gist and specific information VI. Teaching aids: a disc player and the disc V. Teaching length: 90 minutes IV. Teaching procedure:
Step8. Present the 5 questions in Task6. Ask the class to read them through and make prediction about the points that the conversation may cover based on the key words in the questions. (3 minutes)
Step9. Play the disc for the class to listen for the answers to the 5 questions in Task6. After listening, the Ss can have 5 minutes to talk about their answers in pairs. (10 class and announce the tasks for the periods. Step2. Lead-in Questions (3minutes) 1. As a consumer, what kind of business advertising will attract your attention? 2. Could you please share with your classmates the most impressive advertisement to you?

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I. General Introduction
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Characteristics of Advertisements
广告的特点极为鲜明，由于受到各方面 的限制，尤其是篇幅空间、发布时间等的影 响，广告应尽可能的简练(Brief)，常用简单 的口语化词汇及简单句；同时，为了吸引潜 在的不同消费群体，广告往往具有相当的创 新性(Creative)，亲和力(Affable)、说服性 强(Persuasive)
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I. General Introduction
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不论采用何种方式，正文通常由如下四个 部分构成
1,引言(Lead-in Paragraph) 引言衔接正文主体与标题，使消费者对
广告的兴趣转化为对宣传对象的兴趣。 某些短小的广告也常常终止于引言部分。 2,内部段落(Interior Paragraphs) 内部段落是正文的中心部分，它要通过 较为详尽的描述使宣传对象清晰明了,具 有戏剧性、说明力，能够给消费者深刻 印象，从而引起消费者的兴趣
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I. General Introduction
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How Is an Advertisement Laid Out?
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I. General Introduction
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标题(Headline)
标题是广告中最重要的组成部分之一，也最容易引起人们的注意。 “好的标题，等于广告成功了一半” 。清晰(Clarity)和生动(Force) 是广告标题的主要特点。
Lesson 16:Advertisements
General Introduction
Writing Practice

select the marketing tools
Tips for business trips
3 use effective words 4 patience, patience and patience
Structure of promoting a product
Statement of objectives Today, I’d like to talk
Answering questions Are there any questions?
Points to consider when promoting
1. Brand / Model Target market Appearance Color, shape, size, weight --Features (selling points ) User-friendly, energy-saving, Warranty 6 months, a year, --Price Competitive, high, expensive, cheap, Delivery within ---days After-sale service Free check 1 year after purchase
Task (p. 79)
Work in pairs, one is the consumer, the other is the salesperson. Choose one of the products below to promote. And then change your role with your partner.
Describing the style
➢ Antique ➢ Distinctive ➢ Fantastic ➢ Elegant ➢ Ornamental ➢ Conventional ➢ Exotic ➢ Showy ➢ Dated ➢ Extravagant ➢ Stylish

2. Explain services classifications and discuss the marketing of services.
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Product
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In your opinion， what is product？
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Definition
A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
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The level of products cont.
Augmented product means additional consumer services and benefits built around the core and actual products.
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Figure 1.1: Three Levels of Product
Products may classes based on the types of consumers that use them
Consumer products Business-to-business products
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Consumer product
Consumer products are products brought by final consumers for personal consumption.
Chapter 1 Developing and maintaining knowledge of products and service

Brands as risk reducers
Financial risk moneyfor-value Physical risk safety Functional risk quality Social risk embarrassment Psychological risk mental well-being
The feelings, beliefs and knowledge that consumers have about brands. These associations are derived as a result of experiences and must be consistent with the brand positioning and the basis of differentiation.
brand elements
l
World Famous Brand Equity
$17 billion $17 billion
$12 billion
Branding
• Definition: A means to distinguish the goods of one producer from those of another.
packaging quality delivery
What problem does the buyer really want to solve with the core product?
core benefits
Brand name
credit
Expected
The set of attributes normally expected
Origin: Old Norse word “brand”: to burn so that owners of livestock mark their animals to identify them. On big farms cattle are usually branded.

• Mark: Would you like me to demonstrate how to use the whiteboard for you?
• 马克：您想让我为您演示一下如何使用这种白板吗？
• Lucy: That would be great. • 露西：那太好了。
• Mark: Well, as you can see, they are quite easy to use. • 马克：嗯，正如您所看到的那样，它们使用起来很容易。
备用句
• Have you seen this product before?
• The product is new, different, and definitely unique.
• If you are interested in learning more about us, please visit our website.
• Lucy: How is an interactive whiteboard different from traditional blackboards?
• 露西：互动电子白板湖传统黑板有和不同？
• Mark: Well, you can prepare what you want to write on the board before class on a computer;
介绍新产品 OverviewofaNewProduct
• 招呼客人
• Are you interested in any particular products?
• Have you ever used an interactive whiteboard before?
• Would you like me to demonstrate how to use it for you?

•
• we have many sales consultants offering free and professional advice for you , you can tell them what you want and how much you are willing to pay and they find what satisfies your requirement most.
SALES PROMOTION
BRIEF INTRODUCTION OF OUR PRODUCT
• • • • • • • • COMPANY NAME:QIQI LINE OF BUSINESS :Clothing HEADQUATER :Shanghai PLANTS: Hunan BRANCHES: Hangzhou, Beijing RETAIL STORES:20 EMPLOYEES :150 TARGET MARKET: Young people aged from15to45
Sales On line
DISCOUNT
• at every beginning of the season ,we offer a 30 percent discount, if your purchase exceeds 500, we’ll offer a 40 percent discount….the more you buy ,the bigger discount you get
•THANKS FOR YOUR ATTENTION
• More over, our company also produces accessories , like Bags ,shoes ,hats ,jewelry, which go well with the clothes

市场分析
TEAM INTRODUCTION
市场分析（普通市民日常）
TEAM INTRODUCTION
Going out is inevitable 出门无可避免
No get in touch with public facilities 不会接触公共设施
"Armed" “全副武装”
Avoid many people and places 避免人多地方
Business philosophy
Design concept
Design principles
ห้องสมุดไป่ตู้Committed to creating a safe, healthy and comfortable
living environment for human beings
Unity of knowledge and practice, equal
cooperation and value sharing
Safety first, health comfortable and practical enough
Safety and health intelligence
02
Product introduction
ABOUT PRODUCT
The contact-free elevator button is installed with infrared device, which can automatically sense and prompt the successful operation through timely feedback in the form of lighting without touching the button within the range of 9mm.

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• 4. 要弄清楚不同广告媒体和方法的差异、 传媒方案的形成、控制广告本钱(běn qián) 的方法。只要仔细规划，就可以使自己的广 告投入不但值得也更有效。
第十四页，共52页。
• 4. 要弄清楚不同广告媒体和方法的差异、传媒方案的 形成、控制广告本钱(běn qián)的方法。只要仔细规 划，就可以使自己的广告投入不但值得也更有效。
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• 1. 要让自己的广告看起来较为专业，采用专业的写 法，使用(shǐyòng)专业的图表。你的读者，特别是 第一次看到你们产品的人，都会根据广告的质量得 出有关你们公司品质的一个印象。
• You have to make your ad look professional and use professional-grade writing and professionallooking graphics. Your readers, especially those who will encounter your business for the first time, develop an impression of the quality of your company based on the quality of the advertisements.
The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumers need to be considered when an advertiser decides what media to use. The types of media categories from which advertisers can choose include the following: a) Print—primarily newspapers and magazines; b) Audio—FM, AM and SW radio; c) Video—promotional videos; d) World Wide Web; e) Direct mail; f) Outdoor advertising— billboards, advertisements on public transportation.

of your product? What is it made of?
Language focus A: Giving general information about a product
1. This is one of our latest/ top brands. 2. This is one of our latest designs / top brands 3. It’s our best-selling --4. It can be used for --5. This is equipped with----. 6. This is priced at--This type of product comes in --- colors / flavors
select the marketing tools
Tips for business trips
3 use effective words 4 patience, patience and patience
Structure of promoting a product
Statement of objectives Today, I’d like to talk
How to iБайду номын сангаасtroduce a new product
1 prepare for war 2
Who are your target customers? Where will you engage the customers? When will you engage the customers? What tools of marketing will you use?
•Language focus A: •Giving general information about a product

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The level of products cont.
Actual product is a product’s parts, quality level, styling, features, brand name, packaging and other attributes that combine to deliver core product benefits
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Specialty products
Consumer goods and services that have unique characteristics or brand identification for which a significant group of buyer is willing to make a special purchase effort.
Unsought Goods
Specialty
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Convenience products
Consumer goods and services that the customer usually buys frequently, immediately, and with a minimum of comparison and buying effort
Chapter 1 Developing and maintaining knowledge of products and service
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Chapter Objective
1. Define the term product, including the core, actual and augmented product, product line.