外贸英语函电件Unit 6.pptVIP

Unit 6 Sales Promotion Promotion As an international marketer, you should choose a proper combination of the various promotional tools —advertising, personal selling, sales promotion, and publicity —to create images among the intended target audience. Sales Promotion Sales promotion has been used as the catchall term for promotion that is not advertising, personal selling, or publicity. Sales Promotion Sales promotion directed at consumers involves such activities as couponing, sampling, consumer education and demonstration activities, cents-off packages, pointing-of-purchase materials and direct mail. coupon 优惠券 demonstration 示范表演，操作演示 Sales Promotion Sales promotion directed at intermediaries, also known as trade promotion, includes activities such as trade shows and exhibitions, trade discounts, and cooperative adverting. For example, attendance at an appropriate trade show is one of the best ways to work with present intermediaries and attract new ones. Sales Letter In sales promotion, sales letters are often used. The purpose of writing “Sales Letter” is to extend business, to persuade the reader — the buyer to buy what the sellers are able to supply. A I D A the “AIDA” in writing sales letters: to catch the reader’s attention to arouse their interest to stipulate their desire to induce their action of purchase 写促销信时应采用的技巧 开头要能一下子引起读者的注意。为此，可以用重要的事实、惊人的现象、面临的问题、与读者有切身联系的情况等开头。 中间部分要清楚、生动、热情的描述商品或服务的特性，介绍实用或经销改商品或服务所能带来的好处。特性和好处应巧妙的融合在一起，一般是先说出好处，然后再结合商品或服务特性展开论述。 在介绍商品或服务的特性和好处之后，可以用事实加以证实，如：权威机构的鉴定结果、权威人士的论证、用户的反馈等。 最后说明定购的方法或者查取相关信息的途径。 Letter1 Introducing Wool Under blankets inform inform sb. of sth. inform sb +宾语从句 Letter1 Introducing Wool Under blankets 2. redound 提高（声誉等）;促进 e.g. I believe that the measure would redound our mutual benefit and reputation. 我相信这项措施将有助于我们共同的利益和名誉。 Letter1 Introducing Wool Under blankets 3. have a good market 畅销，销路好 e.g. This kind of silk blouse has a good market in Europe. Letter1 Introducing Wo