国际商务英语chapter 4 sales promotion

SalesPromotionI.Teachingtargets1.Mastertheguidelinesofwritingsalesletters.2.Learntheskillsofpromotion.3.Understandthelanguagecharacteristicsofpromotionletters.4.Learnaboutthewaystoestablishbusinessconnections.SalesPromotionII.Teachingcontents1.Importanceofproductpromotionininternationalmarket2.Thewaytofindpotentialcustomers3.Theskillstowriteabeautifulpromotionlettertomakeyourselfstandout4.FactorstobetakenintoconsiderationandthelayoutofagoodpromotionletterSalesPromotionIII.TeachingfocusSampleanalysisinspecificsituationswaystoestablishbusinessconnectionsIV.TeachingdifficultiesThestepstopromoteaproductV.TIMEallocation1class:Introductionoftheimportancesalespromotionletterandthewaystofindpotentialcustomers1class:SampleanalysisandexercisesSalesPromotionVI.Teachingsteps:A.Whatissalespromotion?Salespromotionisanyinitiativeundertakenbyanorganizationtopromoteanincreaseinsales,usageortrialofaproductorservice.Salespromotionsareshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.Salespromotionincludesseveralcommunicationsactivitiesthatattempttoprovideaddedvalueorincentivestoconsumers,wholesalers,retailers,orotherorganizationalcustomerstostimulateimmediatesales.Theseeffortscanattempttostimulateproductinterest,trial,orpurchase.B.SalespromotionsarevariedinSalesPromotion1).Exchangeschemes:Itreferstoofferingexchangeofoldproductforanewproductatapricelessthantheoriginalpriceoftheproduct.Thisisusefulfordrawingattentiontoproductimprovement.‘exchangeyourblackandwhitetelevisionwithacolortelevision’arevariouspopularexamplesofexchangescheme.SalesPromotion2).Jointpromotions:betweenbrandsownedbyacompany,orwithanothercompany'sbrands.Forexamplefastfoodrestaurantsoftenrunsalespromotionswheretoys,relatingtoaspecificmovierelease,aregivenawaywithpromotedmeals.SalesPromotion3).Freesamples:e.g.tastingoffoodanddrinkatsamplingpointsinsupermarkets.ForexampleRedBull(acaffeinatedfizzydrink)wasgivenawaytopotentialconsumersatsupermarkets,inhighstreetsandatpetrolstations(byapromotionsteam).SalesPromotion4).Vouchersandcoupons:oftenseeninnewspapersandmagazines,onpacks.Sometimes,couponsareissuedbymanufacturerseitherinthepacketofaproductorthroughanadvertisementprintedinthenewspaperormagazineorthroughmail.Thesecouponscanbepresentedtotheretailerwhilebuyingtheproduct.Theholderofthecoupongetstheproductatadiscount.Forexample,youmighthavecomeacrosscouponslike,‘showthisandgetRMB.15offonpurchaseof5kg.Pu’erTea’.Thereducedpriceunderthisschemeattractstheattentionoftheprospectivecustomerstowardsneworimprovedproducts.SalesPromotion5).Price-offoffer:Underthisoffer,productsaresoldatapricelowerthantheoriginalprice.Tomaintainthesaleofthesetypesofproductsnormallythemanufacturesanddealersgiveoff-seasondiscount.Forexample,youcanbuyairconditionerinwinteratareducedprice.Similarlyyoumaygetdiscountonwinterclothesduringsummer.Thistypeofschemeisdesignedtoboostupsalesinoff-seasonandsometimeswhileintroducinganewproductinthemarket.SalesPromotionC.SalesLetterInforeigntradecommunication,besidesbusinesslettersconcerningestablishmentofbusinessrelationsandnegotiations,etc.,thereis,however,anothertypeofletter,whichisknownasa“Salesletter”.Salesletter,asaparticularkindofcommercialletter,itspurposeistopersuadeyourcustomers(namelythebuyerorimporter)topurchaseyourproductsorservicessuppliedbyyourcompanyoryoursuppliers.Agoodsalesletterwillhelpyoutomakeprofits,expandyourbusinessscopeandraisethecommercialimageandreputationofyourcompanywhileapoorsalesletterwillprobablymakeyousufferfromaheavylossofordersandopportunities.SalesPromotionC-1.HowtowriteagoodsalesletterInordertoachieveyourfinalaims,wemightaswelladopttheso-calledAIDAprinciple,thatis:•Attention•Interest•Desire•ActionSalesPromotion1).Catchthepotentialbuyers’attentionbyintroducingyourproduct.Itmustmakeanappealtosomeparticularbuyingmotiveandmaybeginwithaquestion,andinstruction,aquotationoranattention-grabbingshortstory.Sometimesifrequired,itmayevenbeginbysuggestingtheveryoppositetowhatyouwantSalesPromotione.g.1.Wouldyouliketoreduceyourrisingdomesticfuelcosts？2.WhynotenjoythecolorfulspringbyjoiningtheflyingHorseTouristGroupafteracompletelybusywinter？3.JustimaginehowcomfortableyouarewhenyoustretchoutthosetiredlimbsonournewlydevelopedWhiteCloudwaterbedSalesPromotion2).ArousetheirInterestbycomparingthesimilarproducts.e.g.OurrecentresearchesandtestshaveshowedthatroomswithournewlydevelopedEnergySaversstaywarmerandrequire20percentlessfuelthanthoseroomsofthesamesizewithouttheusageofthesavers.Thenewsaversarepopularbecausetheyareabletostoreandreflectheatinamuchmoreefficientway.Readtheenclosedbrochure,youwillfindthattheself-stickbackingmakesthemeasytoinstallyourself.SalesPromotion3).Stimulatetheirdesirebyofferingfavorableterms.Toofferconvictione.g.1.UseourFastMicrowaveOvenfortwoweeksabsolutelyfree.2.Ifforanyreasonsyoufindthemodelmachineunsuitabletoyourneeds,wewillreplaceyourorderorrefundyou.SalesPromotion4).Inducethemtotakeactionofpurchaseyourproduct.e.g.1.Whywait？Comeandbuyrightnowsinceaspecialdiscountof15%willonlybeofferedforamont