世纪商务英语阅读教程专业篇1第四版Unit课件.ppt

1、Unit 5Sales and PromotionlJane5-15-1Unit Introduction Sales refer to the process of selling the products and promotion involves spreading information about a product,product line,brand or company.How do businessmen sell goods to customers?This unit will give you an answer to this question.There are

2、8 tasks designed for you in this unit.These tasks and the three texts will help you understand sales and promotion and the definition and the techniques of sales promotion as well as personal selling.Do you know the following words and expressions which are related to sales and promotion?If you are

3、not sure about the meanings of them,do Task 1 before you look them up in the dictionary.5-15-1Professional Words&Expressionsretailerallowancetrade dealcorporate imageresellerstimulatesales forcerational appealleadwholesalerpush moneypoint of salevoucherpre-approachn.零售商零售商n.让利让利贸易协定贸易协定 企业形象企业形象n.转卖

4、人转卖人v.刺激刺激销售力量，销售人员销售力量，销售人员理性诉求理性诉求n.线索线索n.批发商批发商推销员奖金，提成推销员奖金，提成 销售点销售点n.代金券；票券代金券；票券预先的准备预先的准备5-15-1Professional Words&Expressionsdump binpromotional mixleverageformulatrade-incontinuity programprospectcoupondeal loaderbrand equityclosinghard-sellself-liquidating垃圾箱垃圾箱营销推广组合营销推广组合杠杆作用；手段杠杆作用；手段n.

5、公式公式以旧物折价换取同类新物的交易以旧物折价换取同类新物的交易继续订货继续订货v.寻找（客户）寻找（客户）息票、赠券息票、赠券厂家对零售商的奖励厂家对零售商的奖励品牌价值；商标资产品牌价值；商标资产n.结束（对客户的拜访）结束（对客户的拜访）硬销售、硬行推销硬销售、硬行推销自我清偿自我清偿Rational Appeal(理性诉求)l理性诉求是通过展示商品的质量、性能、价格等有关商品的事实性信息，传商品所固有的属性给消费者带来的实际利益，对消费者进行说服，以使消费者形成积极的品牌态度。这种广告策略被称为“硬销售”(Hard Sell)。l如：某某冰箱的广告“用两天的电，省一天的钱”，所强调的就

6、是商品的节能特性。Emotional Appeal(感性诉求)l情感诉求从消费者的情感需要，诉求产品能满足其需要，从而影响消费者对该产品的印象，产生巨大的感染力与影响力。因此，广告情感诉求应采用一些策略，以达到激发消费者的心理，实现购买行为。l如：“威力洗衣机，献给母亲的爱”就属此类诉求方式。5-25-2Task 1Match the words and phrases in Column A with the definitions in Column B.After you have finished,use a dictionary to check whether your match

7、es are correct or not.A.a method of buying something by giving a used item as part of the payment for a new oneB.a small piece of printed paper that you can exchange for something or that gives you the right to buy something at a cheaper price than normalC.a group of people who are organized to sell

8、 goods5-25-2Task 1D.a type of advertising which focuses on the customers practical,functional or utilitarian need for the product or serviceE.the marketing effects or outcomes that accrue to a product with its brand nameF.an aggressive insistent technique of sellingG.to exert power or influence onH.

9、discountI.to make a search;to seek5-25-2Task 1J.a company or individual that purchases goods or services with the intention of reselling them rather than consuming or using themK.involving goods convertible into cash in a short timeL.cash paid to salespeople as a bonus when they sell specific items

10、of merchandise.It may be paid by the manufacturer or the retailer5-25-2Task 1M.a way of promoting your services as well as making some money by providing people with relevant and fresh informationN.a businesss total marketing communications programO.a person or business that sells goods to the publi

11、cDefinition 5-25-2Task 11.retailer2.hard sell3.coupon4.promotional mix5.brand equity6.self-liquidating7.rational appealOFBNEKD5-25-2Task 18.push money9.continuity program10.trade-in11.leverage12.allowance13.reseller14.sales force15.prospectLMAGHJCI5-25-2Text AText A offers you a general idea about s

12、ales promotion.By reading this text,you will understand what sales promotion is,what sales promotion is used for,why and how sales promotion should be used,and how many types of sales promotion there are.5-25-2Text ARemember the reading technique of skimming.It means to read very quickly,not reading

13、 for details but for the general ideas.Skimming should naturally become the first step to any kind of reading you do.Now skim Text A.You are supposed to read the title,the headings,the first and the last sentences of each paragraph,and the special prints.Dont read for details.After skimming,try to d

14、o Task 2 at the end of the text.Skimmingl略读(skimming)是常用的阅读方法之一,其主要特征是选择性地阅读，是只看主要大意的速读。l读重点：文章标题、每个部分的标题、每段第一句和最后一句、以及特殊印刷体部分。l不要读细节。5-25-2Text ASales Promotion 1 Promotion is one of the four aspects of marketing.It involves spreading information about a product，product line,brand or company.Promot

15、ion comprises four categories.定义定义市场营销有四种常规手段，推广是其中的市场营销有四种常规手段，推广是其中的一个手段。推广所做的事情是传播有关某一个手段。推广所做的事情是传播有关某类产品、产品系列、品牌或公司的信息。类产品、产品系列、品牌或公司的信息。翻译5-25-2Text AThey are advertising,personal selling，sales promotion and public relations.These four categories make a promotional mix or promotional plan.A pr

16、omotional mix specifies how much attention to pay to each of the four categories and how much money to spend for each.推广又由四个部分组成。这四个部分是：推广又由四个部分组成。这四个部分是：广告，推销，促销，以及公共关系。它们广告，推销，促销，以及公共关系。它们一起构成推广组合或推广计划。推广组合一起构成推广组合或推广计划。推广组合需要明确两个内容：一是四类手段孰轻孰需要明确两个内容：一是四类手段孰轻孰重，二是在四类手段的费用方面孰多孰少。重，二是在四类手段的费用方面孰多孰少。

17、翻译5-25-2Text AA promotional mix specifies how much attention to pay to each of the four categories and how much money to spend for each.推广组合需要明确两个内容：一是四类手推广组合需要明确两个内容：一是四类手段孰轻孰重，二是在四类手段的费用方面段孰轻孰重，二是在四类手段的费用方面孰多孰少。孰多孰少。翻译主语主语谓语谓语省略 each(of the four categories)Specifylvt.1.指定；详细说明：指定；详细说明：le.g.He didn

18、t specify the matters.l他并没有详细说明是什么事。他并没有详细说明是什么事。2.使具有特性使具有特性3.具体说明；把具体说明；把写入说明书；详细列举：写入说明书；详细列举：e.g.The details were specified on Page 35.具体方法详见具体方法详见(说明书说明书)第第35页。页。4.提出提出的条件，把的条件，把作为条件：作为条件：e.g.She specified that she be given her son.她提出把儿子交给她抚养作为条件。她提出把儿子交给她抚养作为条件。lvi.明确提出；详细说明明确提出；详细说明5-25-2Tex

19、t A A promotional mix can have a wide range of objectives.They include sales increases,new product acceptance,creation of brand equity,2 positioning actions against competitors or creation of a corporate image.3 推广组合要达到的目标可以有很多。这些推广组合要达到的目标可以有很多。这些目标可以是增加销量、使消费者接受新的目标可以是增加销量、使消费者接受新的产品、创造品牌价值、定位市场、采

20、取针产品、创造品牌价值、定位市场、采取针对竞争者的各种行动或建立企业形象等等。对竞争者的各种行动或建立企业形象等等。翻译5-25-2Text A2 Sales promotion is defined as media and non-media marketing attempt at persuasion.4 It is used for a and limited period of time to stimulate trial,increase consumer demand,or improve product quality.所谓促销，是一种借助媒体和媒体以外的所谓促销，是一种借

21、助媒体和媒体以外的手段劝导消费者购物或（和）享用某种服手段劝导消费者购物或（和）享用某种服务的营销手段。它被用来在预先定好的有务的营销手段。它被用来在预先定好的有限的一段时间里达到刺激消费者试用某种限的一段时间里达到刺激消费者试用某种产品或服务、增加消费需求或提高产品质产品或服务、增加消费需求或提高产品质量的目的。量的目的。翻译predeterminedpredetermined 预先确定的预先确定的persuasionn.l1.说服,劝说Ue.g.It didnt take much persuasion to get her to tell us where he was.我们没费什么口舌

22、就让她说出了他的下落。l2.（宗教或政治）信仰e.g.every shade of religious persuasion.形形色色的宗教信仰 5-25-2Text AEffective sales promotion increases the basic value of a product for a limited time and directly stimulates consumer purchasing,selling effectiveness,or the effort of the sales force.5 Sales promotion can be used to

23、 inform,persuade,and remind target customers about the business and its marketing mix.有效的促销可以在有限时间里提升产品的基本价有效的促销可以在有限时间里提升产品的基本价值，同时，也可以直接激起消费者当场购买的欲值，同时，也可以直接激起消费者当场购买的欲望、提升销售业绩或激发销售队伍的工作热情。望、提升销售业绩或激发销售队伍的工作热情。促销可以用来向目标消费者提供信息、劝导目标促销可以用来向目标消费者提供信息、劝导目标消费者、以及提醒目标消费者注意本企业及其各消费者、以及提醒目标消费者注意本企业及其各种营销活

24、动。种营销活动。翻译5-25-2Text AEffective sales promotion increases the basic value of a product for a limited time and directly stimulates consumer purchasing,selling effectiveness,or the effort of the sales force.有效的促销可以在有限时间里提升产品的基本价有效的促销可以在有限时间里提升产品的基本价值，同时，也可以直接激起消费者当场购买的欲值，同时，也可以直接激起消费者当场购买的欲望、提升销售业绩或激发

25、销售队伍的工作热情。望、提升销售业绩或激发销售队伍的工作热情。翻译并列并列stimulates 修饰的并列成分5-25-2Text APurposes of Sales Promotion3 Businesses can target sales promotion at three different :Consumers,resellers,and the companys own sales force.Sales promotion acts as a competitive weapon by providing an extra incentive for the target a

26、udience to purchase or support one brand over another.促销的目的促销的目的企业可以将促销的目标受众分为不同的三企业可以将促销的目标受众分为不同的三类，即消费者，批发商和零售商，以及企类，即消费者，批发商和零售商，以及企业自己的销售队伍。促销是一种竞争的武业自己的销售队伍。促销是一种竞争的武器：它通过提供附加的、用来激励的东西器：它通过提供附加的、用来激励的东西使目标受众购买或支持此品牌而非彼品牌。使目标受众购买或支持此品牌而非彼品牌。翻译audiencesaudiences 观众观众5-25-2Text A【Sales promotion】

27、acts as【a competitive weapon】by providing an extra incentive for the target audience to purchase or support one brand over another.促销是一种竞争的武器：它通过提供附加促销是一种竞争的武器：它通过提供附加的、用来激励的东西使目标受众购买或支的、用来激励的东西使目标受众购买或支持此品牌而非彼品牌。持此品牌而非彼品牌。翻译被用作被用作/起起作用作用通过提供通过提供的方式的方式【主语主语】【宾语宾语】方式状语方式状语incentive n.刺激;鼓励;动机e.g.Ther

28、e is no incentive for people to save fuel.没有使人们节约燃料的鼓励办法。a.刺激的;鼓励的,奖励的lincentive payments 奖金、勤工奖5-25-2Text AIt is particularly effective in encouraging product trial and unplanned purchases.Most marketers believe that a given product or service has an established perceived price or value,and they us

29、e sales promotion to change this price-value relationship by increasing the value and/or lowering the price.促销在鼓励消费者试用产品和临时做出购买决定促销在鼓励消费者试用产品和临时做出购买决定方面尤其有效。大多数市场营销人员认为，任何方面尤其有效。大多数市场营销人员认为，任何一种产品或服务在消费者心目中已确定了其价格一种产品或服务在消费者心目中已确定了其价格或价值；市场营销人员在促销过程中运用提高价或价值；市场营销人员在促销过程中运用提高价值和（或）降低价格的手段来改变这种价格与价值和（

30、或）降低价格的手段来改变这种价格与价值的关系。值的关系。翻译perceive vt.l1.察觉察觉;感知感知e.g.I cant perceive any difference between these coins.我看不出这些硬币有什么差别。我看不出这些硬币有什么差别。l2.意识到意识到;理解理解e.g.He gradually perceived that his parents had been right.他渐渐地了解到他的父母是对的。他渐渐地了解到他的父母是对的。文中是文中是perceive的过去分词作形容词。的过去分词作形容词。5-25-2Text ACompared to th

31、e other of the marketing mix,sales promotion usually operates on a shorter timeline,uses a more rational appeal,6 returns a tangible or real value,encourages an immediate sale,and contributes highly to profitability.与营销推广组合中的其他手段相比，促销与营销推广组合中的其他手段相比，促销通常是比较短期的行为，它使用更加理性通常是比较短期的行为，它使用更加理性的诉求，因它而产生的回报

32、是看得见摸得的诉求，因它而产生的回报是看得见摸得着或者说是实实在在的价值，它鼓励即时着或者说是实实在在的价值，它鼓励即时销售，它对赢利有极大的促进作用。销售，它对赢利有极大的促进作用。翻译componentscomponent 组成部分组成部分5-25-2Text A【Compared to the other components of the marketing mix,】sales promotion usually operates on a shorter timeline,uses a more rational appeal,returns a tangible or real

33、value,encourages an immediate sale,and contributes highly to profitability.与营销推广组合中的其他手段相比，促销与营销推广组合中的其他手段相比，促销通常是比较短期的行为，它使用更加理性通常是比较短期的行为，它使用更加理性的诉求，因它而产生的回报是看得见摸得的诉求，因它而产生的回报是看得见摸得着或者说是实实在在的价值，它鼓励即时着或者说是实实在在的价值，它鼓励即时销售，它对赢利有极大的促进作用。销售，它对赢利有极大的促进作用。翻译主语主语与与相比相比【比较状语比较状语】5个并列成分个并列成分timelineln.时间轴，时

34、间线；大事年表e.g.The purpose of this meeting is to establish a timeline for the HR interviews.此次会议的目的是确定招聘面试的具体时间。5-25-2Text ASales Promotion as a Strategy4 Sales promotion is an important component of a small business marketing strategy.In determining the relative importance to place on sales promotion i

35、n the overall marketing mix,a small business should consider its marketing budget,the stage of the product in its life cycle,the nature of competition in the market,the target of the promotion,and the nature of the product.作为战略手段的促销作为战略手段的促销对于小型企业来说对于小型企业来说,促销在整体营销战略中，是很重要的一个促销在整体营销战略中，是很重要的一个部分。小型企

36、业在决定运用整个营销推广组合时将重点放在部分。小型企业在决定运用整个营销推广组合时将重点放在促销方面，应该考虑营销推广的预算、产品在其生命周期中促销方面，应该考虑营销推广的预算、产品在其生命周期中所处阶段、面临什么样的市场竞争、向谁推广以及推广的是所处阶段、面临什么样的市场竞争、向谁推广以及推广的是什么样的产品。什么样的产品。翻译overalloverall 总的总的5-25-2Text A【In determining the relative importance to place on sales promotion in the overall marketing mix,】a sma

37、ll business should consider its marketing budget,the stage of the product in its life cycle,the nature of competition in the market,the target of the promotion,and the nature of the product.小型企业在决定运用整个营销推广组合时将重点放在促销方小型企业在决定运用整个营销推广组合时将重点放在促销方面，应该考虑营销推广的预算、产品在其生命周期中所处阶面，应该考虑营销推广的预算、产品在其生命周期中所处阶段、面临什么

38、样的市场竞争、向谁推广以及推广的是什么样段、面临什么样的市场竞争、向谁推广以及推广的是什么样的产品。的产品。翻译主语主语in doing 在做在做的时候的时候【状语状语】谓语谓语5个并列宾语个并列宾语5-25-2Text AFor example,sales promotion and direct mail are particularly attractive alternatives when the marketing budget is limited,as it is for many small businesses.In addition,sales promotion can

39、 be an effective tool in a highly competitive market,when the objective is to convince retailers to carry a product or influence consumers to select it over those of competitors.比如，当营销预算有限时（这是许多小型企业面临的问题），促销和直接邮购就成了特别诱人的选择。此外，在竞争特别激烈的市场，如果你的目标是说服零售商出售某个产品，或者，影响消费者去选择某个产品而不选择竞争对手的产品，促销可以是一种有效的竞争手段。翻译

40、5-25-2Text ASimilarly,sales promotion is often used in the growth and maturity stages of the product life cycle to stimulate consumers and resellers to choose that product over the competitorsrather than in the introduction stage,when mass advertising to build awareness might be more important.同样，促销

41、手段经常用于产品成长期和成熟期，同样，促销手段经常用于产品成长期和成熟期，目的是促使消费者、零售商和批发商选用自己目的是促使消费者、零售商和批发商选用自己的而不是竞争对手的产品；产品进入市场的时的而不是竞争对手的产品；产品进入市场的时期，不使用促销手段，因为在此期间，为了建期，不使用促销手段，因为在此期间，为了建立产品的认知度，大量的广告更为重要。立产品的认知度，大量的广告更为重要。翻译5-25-2Text ASimilarly,sales promotion is often used in the growth and maturity stages of the product life

42、 cycle to stimulate consumers and resellers to choose that product over the competitorsrather than in the introduction stage,when mass advertising to build awareness might be more important.同样，促销手段经常用于产品成长期和成熟期，目的同样，促销手段经常用于产品成长期和成熟期，目的是促使消费者、零售商和批发商选用自己的而不是竞是促使消费者、零售商和批发商选用自己的而不是竞争对手的产品；产品进入市场的时期，不

43、使用促销手争对手的产品；产品进入市场的时期，不使用促销手段，因为在此期间，为了建立产品的认知度，大量的段，因为在此期间，为了建立产品的认知度，大量的广告更为重要。广告更为重要。翻译Sales promotion is often used in rather than in句子句子主干主干awarenessl n.察觉;觉悟;意识e.g.There is a general awareness that smoking is harmful.人们普遍认识到吸烟有害健康。e.g.It is important that students develop an awareness of how t

44、he Internet can be used.重要的是学生逐渐懂得如何使用互联网。5-25-2Text AFinally,sales promotion tends to work best when it is applied to impulse items whose features can be judged at the point of purchase,rather than more complex,expensive items that might require hands-on demonstration.最后一点：当促销手段用于促销那些消费者可最后一点：当促销手段

45、用于促销那些消费者可临时决定购买的商品时，其效果最佳，这是因临时决定购买的商品时，其效果最佳，这是因为消费者在决定购买这类商品的那一刻就知道为消费者在决定购买这类商品的那一刻就知道了它们的各种特性；促销手段不适用于结构复了它们的各种特性；促销手段不适用于结构复杂、价格昂贵的商品，这是因为这类商品可能杂、价格昂贵的商品，这是因为这类商品可能还需要实际操作演示。还需要实际操作演示。翻译5-25-2Text AFinally,sales promotion tends to work best【when it is applied to impulse items whose features ca

46、n be judged at the point of purchase,rather than more complex,expensive items that might require hands-on demonstration.】最后一点：当促销手段用于促销那些消费者可临时决最后一点：当促销手段用于促销那些消费者可临时决定购买的商品时，其效果最佳，这是因为消费者在决定购买的商品时，其效果最佳，这是因为消费者在决定购买这类商品的那一刻就知道了它们的各种特性；定购买这类商品的那一刻就知道了它们的各种特性；促销手段不适用于结构复杂、价格昂贵的商品，这是促销手段不适用于结构复杂、价格昂贵的

47、商品，这是因为这类商品可能还需要实际操作演示。因为这类商品可能还需要实际操作演示。翻译Sales promotion tends to work best when it applied to rather than 句子句子主干主干修饰修饰impulse items【时间状语时间状语】修饰前面的修饰前面的more complex,expensive itemsimpulseln.1.冲动冲动,一时的念头一时的念头e.g.My uncle bought the house on an impulse.我叔叔一时冲动买下了那房子。我叔叔一时冲动买下了那房子。e.g.I used to act o

48、ut of blind impulse when I was young.我年轻时常凭盲目的冲动行事。我年轻时常凭盲目的冲动行事。2.推动力推动力;刺激刺激e.g.The signing of the agreements will give an impulse to trade between the two countries.这些协议的签订会促进两国间的贸易。这些协议的签订会促进两国间的贸易。be applied tol应用于；施加于；用来表示e.g.A similar approach should be applied to innovation.类似的方法也应该用在鼓励创新上。e

49、.g.In industry,it can be applied to cosmetics,paint,cement.在工业上，它能应用于化妆品、涂料、水泥。5-25-2Text ATypes of Sales Promotion5 There are two types of sales promotion:consumer sales promotion which is targeted at consumers and trade sales promotion which is directed at resellers,namely,retailers and wholesaler

50、s.促销类型促销类型促销有两种类型，一种针对消费者，另一种针促销有两种类型，一种针对消费者，另一种针对零售商和批发商。对零售商和批发商。翻译5-25-2Text A(1)Consumer Sales Promotion Techniques6 Techniques which are used in consumer sales promotion include such as price deals,contests,special events,premiums,continuity programs7 and sampling.1.针对消费者促销的技巧针对消费者促销的技巧针对消费者促销