英语商务函电PPT-Unit-8--Sales-Promotion

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Unit8SalesPromotionPromotion1、Promotion(促销)(1)一词来自拉丁语,原意是“前进”。(2)用在销售商品上,意思是:把企业的产品及服务,向客户进行宣传报道,以激发其购买行为,从而扩大产品的销售。2、促销活动的主要任务在于:传递信息。3、促销信(SalesPromotionLetters):企业在其促销活动中广泛使用的一种宣传方式。特别是,当一种产品进入市场前后,企业为了使更多的客户了解该产品,向批发商、零售商或工业产品的最终用户寄送促销信或目录、样本,传送最新信息,帮助他们了解和认识本企业的产品或劳务能给他们带来的实际利益,引起客户的注意和兴趣,激发他们的购买欲望,促进他们采取购买行动。(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)(3)TheMarketingTheoryof4PS(4PS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outline一、SalesLetter(一)Solicitedsalesletter(征求销售函)(二)Unsolicitedsalesletter(销售邀约函)二、ReviverLetter(振兴信):主要介绍本公司的进步三、Follow-upLetter(随访信):私人化。一、SalesLetter•Inforeigntradecommunication,besidesbusinesslettersconcerningestablishmentofbusinessrelationsandnegotiations,etc.,thereis,however,anothertypeofletter,whichisknownasa“SalesLetter”.Itspurposeistoexpandbusiness,topersuadethereader(namelythebuyer)tobuywhatthesellersareabletosupply.(一)Solicitedsalesletter(征求销售函)•---ananswertoaninquiry(二)Unsolicitedsalesletter(销售邀约函)----togatherfactsaboutyourproductorservice----toidentifyseveralsellingfeaturesthatwillfulfillspecificcustomerneeds;对应例子:P124ASalesLetter•Themoderntrendinsalesletterwritingistowardsmakingthelettersmorepersonal.•Agoodsalesletterwritertriestorepresenttheofferfromthepointofviewofthebuyer,nottheseller.Agoodsalesletterconsistsoffouressentialelements,itmust:1.arouseinterest(引起兴趣)2.createdesire(造成欲望)3.carryconviction(具有说服力)4.induceaction(导致行动)Topictureyourproductintwoways:(1)physicaldescription(2)psychologicaldescription;1.arouseinterest(引起兴趣)2.createdesire(造成欲望)Toincludevarioustypesofevidencetosupportdescriptionoftheproduct,andestablishabasisforreaderconfidenceandbeliefuntilitbecomesdesireforyourproduct;3.carryconviction(具有说服力)4.induceaction(导致行动)•Induceactionsuchas:---Buywhilepresentpricesarestillineffect;---Buywhilethepresentsupplylasts;---Examinefortwentydaysonapproval;---Enjoyaspecialdiscount;---Sendyourorderontheenclosedeasy-orderblank.Induceactionsuchas:---Buywhilepresentpricesarestillineffect;---Buywhilethepresentsupplylasts;---Examinefortwentydaysonapproval;---Enjoyaspecialdiscount;---Sendyourorderontheenclosedeasy-orderblank•对应例子:P124ASalesLetter•一般来说,促销信应具有以下两个特点:(1)提供信息,沟通产需。促销信应以准确而简洁的语言向客户介绍产品的性能、用途与特点,通过信息交流,沟通企业与客户间的联系,达到促销的目的。(2)激发欲望,促进需求。促销信不但信息内容要充实,而且应使用明快的语言,清新的体裁,去影响和说服潜在的客户。语言既要吸引人,使人感到亲切,又要体现信息的真实性,使人感到可信可靠。二、ReviverLetter(振兴信)(主要介绍本公司的进步)•Acloserelativeofthesalesletteristhe“ReviverLetter”,thepurposeofwhichisnottoacquirenewcustomers,buttoretainorregainoldones.•Theyarethebackbonesofsalespotential.80/20法则:20%的客户创造80%的利润。Saleslettersandreviversareoftenwrittenintheformofa“Circular”.Sincecircularsaretraditionallysupposedtofindtheirwayintothewaste-paperbasketwithoutbeingread,itisessentialthatindraftingacircularthefollowingrulesshouldbeobserved:(1)Keepthelettershort,otherwiseitmaynotberead.(2)Catchthereader'sinterestintheopeningparagraph.(3)Givetheletteranattractivelookandmakeitaspersonalaspossible.•对应例子:P125TheReviver三、Follow-upLetter(随访信)(私人化)•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”(AFollow-upLetter)(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-youLetter(感谢信)•Besidessaleslettersandrevivers,“follow-up”lettersareoftenusedinsalespromotion.•Afollow-upletterwillrefertothecustomer'sinquiryandrefertotheofferthefirmhaspreviouslymade;•itwillexpressregretorsurprisethatnoorderhasbeenreceivedanddiscreetlyinquireintothereason.•Itisuseful,whereverpossible,toputforwardinthefollow-upletternewpointsandargumentsfavorabletothepromotionofsales,andtheletterwillendwiththerepeatedhopethatthecustomerwilltakeadvantageoftheoffer.•Somefollow-uplettersarequiteshort;•Somefirmsuseprintedformsinwhichdetailsarefilledin.•Butitisobviousthatapersonalletter,asalways,willbemoreeffectiveandwellworththetrouble.对应例子:P126Thefollow-upletter•注意:追询信(随访信),不但在促销信发出后可使用,其它如发盘信等在发出后,如若未获得对方答复,也可用追询信,催促对方答复。总结:一、SalesLetter(一)Solicitedsalesletter(征求销售函);(二)Unsolicitedsalesletter(销售邀约函)二、ReviverLetter(振兴信):主要介绍本公司的进步;三、Follow-upLetter(随访信):私人化。Thank-youLetter(感谢信)补充知识点•promotethesalesof促销•POP:pointofpurchase销售终端•salesoutlets销售网点•off20%8折出售•allowaspecialdiscountfor4%给予4%的特别折扣•clearthestock清仓

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