世纪商务英语阅读专业篇Iunit市公开课一等奖百校联赛特等奖课件.pptx
单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,CENTURY BUSINESS ENGLISH,世纪商务英语 阅读教程（专业篇,I,）,第四版,大连理工大学出版社,UNIT 5,Sales and Promotion,第1页,4,Unit Introduction,TEXT A,TEXT B,Words and Expressions,第2页,5-1,Unit 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 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 not sure about the meanings of them,do Task 1 before you look them up in the dictionary.,第3页,5-1,Professional Words&Expressions,retailer,allowance,trade deal,corporate image,reseller,stimulate,sales force,rational appeal,lead,wholesaler,push money,point of sale,voucher,approach,dump bin,promotional mix,leverage,formula,trade?in,continuity program,prospect,coupon,deal loader,brand equity,closing,hard-sell,self-liquidating,第4页,5-2,Task 1,Match the words and phrases in Column A with the definitions in Column B.After you have finished,use a dictionary to check whether your matches are correct or not.,A.a method of buying something by giving a used item as part of the payment for a new one,B.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 normal,C.a group of people who are organized to sell goods,第5页,5-2,Task 1,D.a type of advertising which focuses on the customers practical,functional or utilitarian need for the product or service,E.the marketing effects or outcomes that accrue to a product with its brand name,F.an aggressive insistent technique of selling,G.to exert power or influence on,H.discount,I.to make a search;to seek,第6页,5-2,Task 1,J.a company or individual that purchases goods or services with the intention of reselling them rather than consuming or using them,K.involving goods convertible into cash in a short time,L.cash paid to salespeople as a bonus when they sell specific items of merchandise.It may be paid by the manufacturer or the retailer,第7页,5-2,Task 1,a way of promoting your services as well as making some money by providing people with relevant and fresh information,a businesss total marketing communications program,O.a person or business that sells goods to the public,Definition,第8页,5-2,Task 1,1.retailer,2.hard sell,3.coupon,4.promotional mix,5.brand equity,self-liquidating,7.rational appeal,O,F,B,N,E,K,D,第9页,5-2,Task 1,8.push money,9.continuity program,10.trade-in,11.leverage,12.allowance,13.reseller,14.sales force,15.prospect,L,M,A,G,H,J,C,I,第10页,5-2,Text A,Text A offers you a general idea about sales 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.,第11页,5-2,Text A,Remember the reading technique of skimming.It means to read very quickly,not reading for details but for the general ideas.Skimming should naturally become the first 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 do Task 2 at the end of the text.,第12页,5-2,Text A,Sales Promotion,1 Promotion is one of the four aspects of marketing.It involves spreading information about a product,，,product line,brand or company.Promotion comprises four categories.,定义,市场营销有四种常规伎俩，推广是其中一个伎俩。推广所做事情是传输相关某类产品、产品系列、品牌或企业信息。,翻译,第13页,5-2,Text A,They are advertising,personal selling,，,sales promotion and public relations.These four categories make a promotional mix or promotional plan.A promotional mix 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：广告，推销，促销，以及公共关系。它们一起组成推广组合或推广计划。推广组合需要明确两个内容：一是四类伎俩孰轻孰重，二是在四类伎俩费用方面孰多孰少。,翻译,specifies,specifies,说明,第14页,5-2,Text 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,推广组合要到达目标能够有很多。这些目标能够是增加销量、使消费者接收新产品、创造品牌价值、定位市场、采取针对竞争者各种行动或建立企业形象等等。,翻译,第15页,5-2,Text A,2 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，是一个借助媒体和媒体以外伎俩劝导消费者购物或（和）享用某种服务营销伎俩。它被用来在预先定好有限一段时间里到达刺激消费者试用某种产品或服务、增加消费需求或提升产品质量目标。,翻译,predetermined,predetermined,预先确定,第16页,5-2,Text A,Effective 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 inform,persuade,and remind target customers about the business and its marketing mix.,有效促销能够在有限时间里提升产品基本价值，同时，也能够直接激起消费者当场购置欲望、提升销售业绩或激发销售队伍工作热情。促销能够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种营销活动。,翻译,第17页,5-2,Text A,Purposes of Sales Promotion,3 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 audience to purchase or support one brand over another.,促销目标,企业能够将促销目标受众分为不一样三类，即消费者，批发商和零售商，以及企业自己销售队伍。促销是一个竞争武器：它经过提供附加、用来激励东西使目标受众购置或支持此品牌而非彼品牌。,翻译,audiences,audiences,观众,第18页,5-2,Text A,It 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 use sales promotion to change this price-value relationship by increasing the value and/or lowering the price.,促销在勉励消费者试用产品和暂时做出购置决定方面尤其有效。大多数市场营销人员认为，任何一个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利用提升价值和（或）降低价格伎俩来改变这种价格与价值关系。,翻译,第19页,5-2,Text A,Compared to the 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.,与营销推广组合中其它伎俩相比，促销通常是比较短期行为，它使用愈加理性诉求，因它而产生回报是看得见摸得着或者说是实实在在价值，它勉励即时销售，它对赢利有极大促进作用。,翻译,components,component,组成部分,第20页,5-2,Text A,Sales Promotion as a Strategy,4 Sales promotion is an important component of a small business marketing strategy.In determining the relative importance to place on sales promotion in 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.,作为战略伎俩促销,对于小型企业来说,促销在整体营销战略中，是很主要一个部分。小型企业在决定利用整个营销推广组合时将重点放在促销方面，应该考虑营销推广预算、产品在其生命周期中所处阶段、面临什么样市场竞争、向谁推广以及推广是什么样产品。,翻译,overall,overall,总,第21页,5-2,Text A,For 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 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问题），促销和直接邮购就成了尤其诱人选择。另外，在竞争尤其激烈市场，假如你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产品，促销能够是一个有效竞争伎俩。,翻译,第22页,5-2,Text A,Similarly,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.,一样，促销伎俩经惯用于产品成长久和成熟期，目标是促使消费者、零售商和批发商选取自己而不是竞争对手产品；产品进入市场时期，不使用促销伎俩，因为在此期间，为了建立产品认知度，大量广告更为主要。,翻译,第23页,5-2,Text A,Finally,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.,最终一点：当促销伎俩用于促销那些消费者可暂时决定购置商品时，其效果最正确，这是因为消费者在决定购置这类商品那一刻就知道了它们各种特征；促销伎俩不适合用于结构复杂、价格昂贵商品，这是因为这类商品可能还需要实际操作演示。,翻译,第24页,5-2,Text A,Types of Sales Promotion,5 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 wholesalers.,促销类型,促销有两种类型，一个针对消费者，另一个针对零售商和批发商。,翻译,第25页,5-2,Text A,(1)Consumer Sales Promotion Techniques,6 Techniques which are used in consumer sales promotion include such as price deals,contests,special events,premiums,continuity programs,7,and sampling.,1.,针对消费者促销技巧,针对消费者促销技巧有很多，如打折、组织知识技能竞赛、赞助一些大型活动、返还部分现金、赠予代金券、无偿送样品等。,翻译,第26页,5-2,Text A,Take special events for instance.There are a number of advantages to special events.First,events tend to attract people who have the same interest in the .Second,event sponsorship often builds support among employees and within the trade.,以赞助一些大型活动为例，许多企业每年都要花重金把自己产品放到爵士乐节、高尔夫巡回赛、赛车大赛这么重大活动中亮相。这么做有很多好处,:,首先，这么活动普通都会吸引那些赞助商拥趸，所以，假如产品跟活动内容吻合得很好，同时也非常符合观众口味，那么，这种促销效果就会非常好；其次，对这类活动赞助经常能够赢得员工以及同行支持；,翻译,sponsors,sponsor,赞助商,第27页,5-2,Text A,Finally,compared to producing a series of advertisements,event management is relatively simple.Many elements of event sponsorship are pre-packaged and reusable,such as booths,displays and ads.,最终，跟制作系列广告相比，赞助大型活动相对轻易管理。赞助大型活动许多物品，如带篷摊位、展示物、广告用具，都是预先包装好，能够重复利用。,翻译,第28页,5-2,Text A,(2)Trade Sales Promotion Techniques,7 Trade sales promotion adopts techniques such as point of purchase(POP)displays,trade shows,push money,8,deal loaders,9,trade deals,10,buying,and advertising allowances.,针对零售商和批发商促销技巧,针对零售商和批发商促销技巧有很多，如卖点展示、产品交易会、用钱或物奖励零售商及其销售员、厂家对零售商奖励、给予零售商高于通常幅度让利。,翻译,allowances,allowance,让利,第29页,5-2,Text A,Take trade shows for instance.Thousands of manufacturers display their wares and take orders at trade shows.Trade shows provide a great opportunity for companies to get orders for their products.,以产品交易会为例，很多生产商都会在交易会上展示他们产品，同时接收订单。这类交易会为他们提供了展示产品、公布信息、提供咨询、与竞争对手同场较量机会。,翻译,第30页,5-2,Notes,1A promotional mix specifies how much attention to pay to each of the four categories and how much money to spend for each.,营销推广组合需要明确两个内容，一是四类伎俩孰轻孰重，二是在四类伎俩用钱方面孰多孰少。,2brand equity:,品牌价值。它由无形价值,(,如产品在消费者心目中地位,),和有形价值,(,如产品功效,),组成。,3corporate image,：企业形象,第31页,5-2,Notes,4Sales promotion is defined as media and non-media marketing attempt at persuasion.,促销是一个借助媒体和媒体以外伎俩来劝导消费者购物或,(,和,),享用某种服务营销努力。,5sales force:,销售队伍,6rational appeal:,理性诉求,第32页,5-2,Notes,7continuity program:,刺激消费者不停购置本产品促销方法,8push money:,用于奖励零售商及其销售员奖金或其它东西,9deal loader:,厂家对零售商奖励。一是零售商订货到达一定数量时所得奖励，二是厂家在展销会后将其展销产品无偿送给零售商奖励。,10trade deal,：给予零售商高于通常幅度让利。一是零售商在要求时间内售出要求数量产品后所得让利，二是零售商所得到广告支持。,第33页,5-2,Task 2,Without referring to the text,now try to complete the following sentences.The purpose is just to check whether you have got a general idea of the text.If you find it somewhat easy,it may mean that you can increase your reading speed;if you have much difficulty with the task,it probably means that you should have read a bit more slowly.Adjust the speed of reading to suit your case.,第34页,5-2,Task 2,The four categories of promotion_.,Two types of sales promotion_.,3.Businesses can target sales promotion at three different audiences:_.,advertising,personal selling,sales promotion and public relation,consumer sales promotion and trade sales promotion,Consumers,resellers,and the companys own sales force,第35页,5-2,Task 3,Now read Text A again.This time read it more carefully.Try to pay more attention to the details of the text.While reading,make sure your eyes will take in a group of words at a glance rather than one word at a time.When you have finished the second reading,do the following exercises.You may look back at the text if you want to.,第36页,5-2,Task 3,1.Which of the following statements is not true according to the text?,A.Sales promotion is used to persuade consumers to buy a product by means of media and non?media.,B.There is no limit to the time?length for a sales promotion campaign.,C.Persuading customers to try and finally decide to buy a product is an objective of sales promotion.,D.Sales promotion results in improving a product.,B,第37页,5-2,Task 3,2,Compared to the other elements of the marketing mix,sales promotion has the following advantages except _.,A.shorter term of operation,B.more rational appeal,C.more real return,D.higher prices and more profit,D,第38页,5-2,Task 3,3.Sales promotion is often preferred when _.,A.the product is in the introduction and growth stage of its life cycle,B.small businesses are short of marketing budget,C.large businesses apply to marketing mix,D.complex and expensive items require hands-on demonstration,D,第39页,5-2,Task 3,The advantage of spending much on special events lie in that _.,A.they can appeal to many sponsors,B.they can get support from employees,C.they are comparatively easy to manage,D.all of above,D,第40页,5-2,Task 3,5.“Advertising allowances”in the part of Trade Sales Promotion Techniques means _.,A.a certain amount of money given by a marketer to a wholesaler to,advertise their product,B.a sum of money deducted on advertising,C.a discount on making advertisement,D.a certain amount of money spent on advertising,C,第41页,5-2,Task 4,Do you still remember how to memorize new English words?We practiced the skill in Unit One.Now,again,try to fill in the blanks with one of the following words from Text A.Change the form where necessary.,allowancesponsorstimulate,alternativeorderspecify,objectiveawarenesscomponent,audiencecompriseconvince,第42页,5-2,Task 4,1.The company was one of the first computer manufacturers to look for a wider _ for its software products.,Is there a viable _ to the present sales promotion strategy?,One of the objectives of sales promotion is to try to raise _ about a product brand.,4.The marketers were eager to _ the target customers of the safety of the product.,audience,alternative,awareness,convince,第43页,5-2,Task 4,Sales staff get a generous mileage(,公里数,)_ or a company car.,The sales promotion team is _ of well-known professionals in this field.,7.An inspiring marketer can _ customers to decide to buy what is being promoted.,allowance,comprised,stimulate,第44页,5-2,Task 4,I would like to place an _for 150 copies of this book.,Lenovo is a major _of the Olympics.,10.The salespeople are worried that they wont achieve this years sales _.,order,sponsor,objective,第45页,5-3,Text B,Pre-reading,Text B offers us a lot of information about personal selling which is one of the four categories of a promotional mix.By reading this text,you will learn the definition of personal selling,the advantages and disadvantages of it,and when it is used and how to use it.,Before reading the text,think about the following questions:,1.What is personal selling?,2.When is it used?,第46页,5-3,Task 5,Remember that in many cases,o
