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Unit Five

Unit Five. Sales Promotion 促销. Objectives. Students develop speaking, reading, writing skills. Students develop teamwork skills. Students develop competence in analyzing. Students develop competence in questioning and in solving the problems.

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Unit Five

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  1. Unit Five Sales Promotion 促销

  2. Objectives • Students develop speaking, reading, writing skills. • Students develop teamwork skills. • Students develop competence in analyzing. • Students develop competence in questioning and in solving the problems. • Students develop competence in studying of cases. • Students develop competence in writing letters of establishing business relations.

  3. Case 1: 请以中国浙江义乌‘飞鹿’自行车生产商业务员的身份向其老挝Maan 市贸易公司说明实心轮胎质量上乘.但可以打折促销。

  4. Reference to E-mails Star Bicycle Co. Ltd. • 654 Jiangnan Road, Yiwu, Zhejiang, China Tel: (0579) 654123, Fax: (0579) 654122, Zip Code: 322000 January 1, Moon City Foreign Trade Corporation P.O. Box 4400, Pangkham road, Vertane, Laos Tel: (856-21) 410003 Fax: (856-21) 410004 Dear Sirs, Great interest was aroused at the recent industry Exhibition in London by the new FLYING DEER Tubeless Tire. Numerous enquires and orders have also come — the new tire is the realization of every car-owner’s dream. You are of course well aware of the shortcomings of the ordinary tire — punctures, split outer covers under sudden stress and a tendency to skid on wet road surfaces, just to mention some of the motorists’ complaints. Our FLYING DEER Tubeless Tire enables you to offer your customers a type that is beyond criticism in those qualities of road-holding and competing reliability. We could tell you a lot more about these tires, but prefer you to read the enclosed copies of reports from racing drivers, test drivers, motor dealers and motor manufacturers. You are already aware of our terms of business, but to encourage you to lay in a stock of the new tubeless FLYING DEER. We will allow a special discount of 5% on any order received on or before 31st May. Yours faithfully

  5. Case 2: 请以中国机器设备进出口贸易公司业务员的身份向其客户写推销函开拓新市场.要求推销函主要以介绍公司业务为主，主要目的是促使客户对公司产品感兴趣并尽快下订单。

  6. Reference to E-mails China National Machinery & Equipment Import & Export Corporation 178, Guang’anmenwai Street, Beijing 100055, China Tel: 010-63451188 Fax: 010-63261865 March 3, Messrs, Adler Bismarck & Co. Hamburg Germany Dear Sirs, We write to introduce ourselves as one of the largest exporters, from China, of a wide range of Machinery and Equipments. We enclose a copy of our latest catalogue covering the details of all the items available at present, and hope some of these items will be of interest to you. It will be a great pleasure to receive your inquiries for any of the items against which we will send you our lowest quotations. Should, by chance, your corporation not deal with the import of the goods mentioned above, we would be most grateful if this letter could be forwarded to the correct import corporation. We are looking forward to your favorable and prompt reply. Yours faithfully,

  7. The Model for Sales Promotion Letter Writing.（推销信函的模板） 公司公用函件常已印刷的公司地名 20 May 2003 Date Line日期 Kee & Co., Ltd London, UK Inside Address收信人地址 Dear Sirs: Salutation称呼 We are pleased to send you with this letter a copy of our current pricelist for candles in different colors and shapes . （写信的缘由）Our candles have a strong appeal for customers and universal acknowledged.We are confident that a trial order would convince you that,at the quoted prices ,the goods we are offering are of superior quality and excellent value for money. （产品介绍） For orders reaching us before the end of August,we are prepared to grant a trade discount of 3% on the list prices .If your order is exceptionally large we will allow another 2% discount.Under the preasure of rising cost ,we shall not find possible to extend these favorable terms beyond that date .So why not take the opportunity and send us an immdiate order. （可协商的条件） We hope to have the opportunity to serve you.Your prompt response will be highly valued. Yours faithfully Complimentary Close客套结束语 Tony Smith Signature Block签名栏

  8. The request for writing a sales letter • 1  More personal; • 2  To represent the offer from the point of view of the buyer, not the seller. • 3  Use concision and exact language to introduce their product’s specification, capability, traits, and usages. • 4  Through exchange information, build communicate between buyers and sellers, and achieve the purpose of sales promotion. • 5  The content of sales letter should be substantial, and use the vivid language and clear style to persuade/convince/prevail on customers. The language should be attractive, amiable/approachable, veridical, and the information should be actual/authentic /genuine/unfeigned/real, believable, dependable/credible/ reliable/trusty.

  9. The common structure of a sales letter • 1  Appellation • 2  The salutation • 3  The main body • A Beginning: try to catch the attentions of reader; • The following parts: • a    Arouse the interests of reader, and try to bring sympathize among reader; • b    Directly point out the product or services on this letter, through detail introduce product and service make the reader clearly know what the purpose of this letter; • c    Show your evidences: using recommended documents, reports on the media, identity to support the evidences are formal and reasonable and believable. • 4 The ending • A What do you want to do? Your purposes • B More information for the product. • C The contact number, the contact name. • D Repeat important points of the main body. • 5  Signature and date

  10. Language Points in the Text • 1: arouseto make you become interested, expect something etc • 唤起、引起 • You aroused my curiosity. • 你引起了我的好奇心。 • 2: conviction the feeling of being sure about something and having no doubts • 深信 • Her words carried conviction. • 她的话令人信服。 • 3: technique a special way of doing something • 技巧;技术;技法 • They need to learn modern management techniques. • 他们还得学习现代管理技术。

  11. 4：acquaint to give someone information about something • 使认识,介绍 • Philip became acquainted with Kathy. • 菲利浦开始与凯茜认识。 • 5：superior better, more powerful, more effective etc than a similar person or thing, • (在职位,地位等方面)较高的,上级的[(+to/in)] • (在数量等方面)较大的,较多的[(+to/in)] • (在品质等方面)较好的,优秀的,上等的[(+to/in)] • This handbag is made of superior leather. • 这只手提包由上等皮革制成. • 6: demonstrate to show or prove something clearly • 显示,表露 • This fully demonstrates their willingness to cooperate. • 这充分表明他们愿意合作。 • 7：circular a printed advertisement, notice, that is sent to lots of people at the same time • 同时送达很多人的印刷品；通知; 通告 • I have received a circular from my boss. • 我从老板那里收到一份通知。

  12. 1: bing up • To take care of and educate (a child); rear. • A child who is well-brought-up has been taught to be polite and to behave well • 2:We assure you that we will serve you to your entire satisfaction. • assure sb. that: To make certain; ensure: • The airline tried to assure the customers that the planes were safe。 • 3: in addition • Also; as well • In addition, they lack audit mechanisms.

  13. 1: A good stock will enable you to take full advantage of the advertising campaign which we intend to run in your city in April. • enable sb. to do: • Training will enable you to find work. • 2:You are well aware that … • be aware that… • Even then,the person may not be aware that his lymph glands are swollen. • 3: This offer is subject to your reply reaching here on or before 20th June. • be subject to: • The above offer is made without engagement and all order will be subject to our write acceptance. • 4: there must be something that precludes you from making further enquiries • preclude sb. from doing • That will preclude him from escaping. • 5: If any of the items illustrated in the booklets meet you, please do not hesitate to let us know. • the items illustrated:the items ( which are) illustrated • do not hesitate to • If you need further information about him, please do not hesitate to contact me

  14. ☺谢谢收看☺

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