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1、1,Unit 7 Sales Promotion销售促销,2,7.1 Introduction（简介）,目的：掌握如何撰写一封有效的促销信函。 必须具有以下四个特征：吸引注意（Attention），激发兴趣（Interest），产生购买欲望（Desire）和导致购买行动（Action）。促销信函应以诱人的开头来吸引对方的注意力，然后，通过介绍产品或服务的特征（Feature）、优势（Advantage）和利益（Benefit）来引起对方的兴趣和欲望，并最终导致对方采取购买行为。,3,一般说来，在撰写促销信函时，应注意以下问题： （1）促销信函不可冗长，应以简短为上，否则会给人以负担。 （2）在
2、介绍产品或服务的特征、优势和利益时，语言要清楚、简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不实的感觉。 （3）促销信函的口吻要有亲切感，多使用敬称。 （4）要使对方明了能从你所推荐的产品或服务中受益。 （5）促销信函不仅在外观上要吸引人，而且信函一开头就要能引起读者的兴趣。,4,7.2 Writing Skills（写作技巧）,促销信函的写作步骤及常见表达方式：,5,6,7,8,7.3 Specimen Letters（样函）,Letter 1：Product promotion Dear Mr. Jones, As you may know, considerable interest
3、 was shown in our new product following its recent introduction into overseas markets. We believe you may be interested in personally evaluating its outstanding qualities, and have taken the liberty of1 forwarding under separate air shipment2 directly to your attention.,9,Customers who have ordered
4、this highly innovative machine on a trial basis3 have praised its unique features, especially its completely automated operation, and have placed repeated orders4. By integrating this revolutionary new machine into your manufacturing system we feel sure5 your production volume can be substantially i
5、ncreased. We are looking forward to your reply. Very truly yours, Robin Williams,10,Personally 亲自地； 就个人而言； Youll deal with it personally? Good. take something personally 以为是冲着自己来的At first I took it personally when he yelled at me.,11,evaluate 评价Dont evaluate a person on the basis of appearance. Dont
6、 evaluate people by their clothes,12,take the liberty of doing 冒昧地做某事、擅自做某事 I have taken the liberty of submitting an idea to several of their research departments. 我已自作主张地向他们的几个研究部门提出了一个想法。 liberty 自由； 许可权； 解放，释放 There is no formal confirmation so far that he is at liberty.目前还没有正式确认他已经获得人身自由。 take
7、liberties 过分亲昵，过于随便Youve taken too many liberties with me. 你对我太随便了。,13,under separate air shipment另航空邮寄 directly 直接地； 立即； 正好地； 坦率地 Hes directly responsible to the boss. directly below/ahead 正下方；正前方,14,innovative adj. 革新的； 创新的；He was one of the most creative and innovative engineers of his generation
8、. 他是他那代人当中最富创造性与革新精神的工程师之一。on a trial basis试用阶段,15,only： 普通用词，常可与sole换用，但侧重仅限于指定的人或物，而不需要更多。 single： 语气较强，强调仅此一个，再无第二个。 sole： 语气强于only，指仅有一个或一群，只考虑这一个或这一群。 unique： 非正式用词，侧重在一类中唯一无可匹敌、无与伦比的特征。 alone： 着重专指某人或某物，而不是别的。,16,feature 特征； 容貌；起主要作用；以为主要内容 The magazine makes a feature of childrens stories. 该杂
9、志以刊登儿童故事为特色。Its a great movie and it features a Spanish actor who is going to be a world star within a year. 这是一部精彩的影片，主演是一位西班牙演员，他不出一年就会成为国际巨星。repeat order追加订货,17,integrate使一体化； 使整合；整体的； 完整的 We must integrate theory with practice. 我们必须把理论与实际结合起来。 volume 量； 体积；大量的；,18,Letter 2：A reply to Letter 1 De
10、ar Mr. Williams, We are delighted to receive your letter of introducing your new product and the sample. We are very interested in the machine feature, such as the ease of operating and production efficiency. We are pleased to place a trial order with you. We expect to place further and large orders
11、 with you in the near future. Enclosed please find the detailed requirements. Kindly confirm acceptance of our order by return. Yours sincerely, Rob Jones,19,in the near future 不久； 为期不远； 近期； 最近 The President will visit China in the near future. 总统将在近期内访华。,20,in return 回报的：作为回报或回复的 Im just watching f
12、or a chance to punish him in return! 我正在伺机报复他呢！,21,Letter 3：Offering a discount Dear Sir or Madam, We are glad to have your letter of inquiry forwarded to us by the Chamber of Commerce. We wish to inform you that we are the largest manufacturing of cigarette lighters in China with a history of over
13、30 years. Our products are well-known for their superior quality and prompt shipment. The quality and prices compare favorably6 with those of other makes7.,22,We deem it to your advantage to push the sales8 of our products in your market. We are prepared to9 give you a 10% quantity discount10 if you
14、r order exceeds 10,000 pieces. We are sure that you will find a ready sale11 of our products. We are looking forward to hearing from you soon. Yours faithfully, Ming Wang,23,1、（cigarette） lighter 打火机； 点火器；2、 prompt 敏捷的； 立刻的； 商即期付款的 v. 提示； 指点； 促进； 激起，唤起 It is not too late, but prompt action is needed
15、. 现在还不算晚，但是需要立即采取行动。Japans recession has prompted consumers to cut back on buying cars. 日本经济的不景气使得消费者在购买车辆上减少了开支。,24,3、 favorably adv. 顺利地，好意地，亲切地 But, Mr Smith, our price itself shows very favorably already. 史密斯先生，我们的报价已经是很优惠的了。compare favorably with比好,25,make产品出处，牌子push the sales推销be prepared to d
16、o 能够并愿意做某事 give a discount给某人的折扣find a ready sale畅销,26,Letter 4：A reply to Letter 3 Dear Mr. Wang, Thank you so much for your introduction and the discount you offered. We find both quality and prices satisfactory and are pleased to give you an order12 for 20,000 pieces on the understanding that13 t
17、hey will be supplied from current stock. We hope to find a good market for these cigarette lighters. Please send us your confirmation of sales in duplicate14. Yours faithfully, Rob Lee,27,give an order对订购on the understanding that 在条件下We lent them money on the understanding that they paid it back the
18、 next month. 我们借钱给他们，条件是他们下个月要还。,28,current adj. 现在的； 流行的； n. 趋势； 电流； 水流； 涌流 current prices 时价your current employer 你现在的雇主words that are no longer current 已不再通用的词He swam to the shore against a strong current . 他逆着急流游向岸边。,29,duplicateV.复制；复写 ；重复，再做一次 a duplicated form 复制的表格 Theres no point in duplica
19、ting work already done. 重复别人已经做过的工作毫无意义。 adj.完全一样的；复制的；副本的 a duplicate invoice 发票副本 n.完全一样的东西；复制品；副本 Is this a duplicate or the original? 这是副本还是正本？in duplicate 一式两份的 triplicate quadruplicate,30,Letter 5：Recommending products Dear Sir or Madam: One will certainly feel pleased with ladies dresses that
20、 are beautiful in pattern, elegant in style and reasonable in prices. These are just the characteristics of our ladies dresses for export. The range of our ladies dresses is extensive. They are all made of selected fabrics and deliberately designed, cut, stitched and trimmed15. A catalogue has been
21、enclosed. Please let us have your specific enquiry enabling us to dispatch samples and make quotations16. Yours sincerely, Helen Chang,31,range n. 范围； 射程； 类别；A wide range of colours and patterns are available. 各种颜色和样式都有。at a range of 在指明的距离之内at a range of less than 8 feet. 八英尺之内。,32,deliberately 有意识
22、地； 深思熟虑地He packed up his possessions slowly and deliberately. 他慢慢地、小心翼翼地收拾好自己的物品。,33,be cut out for (或 to be). (非正式)正适合，是的料Im just not cut out to be a policeman. 我真不是当警察的料。 cut loose 口无遮拦：毫无限制地说或做cut loose with a string of curses. 一连串地放纵地骂人 cut and dried （情况）敲定的，决定好的the championship is not as cut an
23、d dried as everyone thinks. 冠军归属不像人们所想的已成定局。,34,stitch up 同 stitch Theyve taken him off to hospital to stitch him up. 他们已将他送到医院去缝合伤口了。stitch someone up (英，非正式)操纵局势使处于劣势，陷害he was stitched up by outsiders. 他受到局外人的诬陷。,35,trim 修剪； 整理 the trim houses. 整齐的房舍My friend trims my hair every eight weeks. 我朋友每
24、8 个星期为我修剪一次头发。trim ones sails 随风扬帆，适应新情况,36,dispatch1）派遣；调遣；派出They have been dispatched to the area. 他们已派往那个地区。 2）发出，发送（邮件、信息） Goods are dispatched within 24 hours of your order reaching us. 订单到达我方24小时内发货。3）迅速处理；迅速办妥；迅速完成 He dispatched the younger player in straight sets. 他连续几盘迅速击败了那位比他年轻的选手。with di
25、spatch 迅速而有效,37,Letter 6：A reply to Letter 5 Dear Miss Chang, Referring to your mail, we regret to have to disappoint you. We just gave an order of ladies dress and dont expect further orders for at least six months. We trust that you would be kind enough to understand our difficulty and excuse us.
26、Nevertheless, we are still looking forward to your offer after six months. Yours sincerely, Cyrille Guiilot,38,Letter 7：Product promotion Dear Mr. James, Great interest was aroused17 at the recent Arts & Crafts product exhibition in Beijing by the largest carpet manufacture in China. Numerous enquir
27、ies and orders have also come for the beautiful hand-woven carpets. The carpets are preferred for the following: Appearance18: elegant designs with different sizes cater for19 the customers needs. Prices: superb quality with prices much lower than20 those from other sources21. Comfort: carpets are m
28、ade from wool and silk, so they are giving the feeling of natural warmth and comfort.,39,You will be interested to note that our annual production is 20,000 pieces. Recently we have received enquiries from Japan, Germany, Australia and Africa. We are convinced that our carpets will be exported to mo
29、re countries in the near future. We are glad to enclose our illustrated catalogue, and will send you our best quotation as soon as we hear from you. Sincerely yours, Jerry,40,arouse1）唤起，引起（反应或态度）.the deep public anger you have aroused. 你所激起的强烈公愤2）激起（感情或直觉 He aroused her mothering instincts. 他激发了她母性的
30、本能。,41,carpet n.地毯； 地毯状覆盖物； （装在飞机上的）雷达电子干扰仪 vt. 在上铺地毯； 把地毯铺在上； 斥责 on the carpet1. 被训斥：处于被一权威人士训斥的状况was called on the carpet for cheating. 因蒙骗被叫去训斥 2. 在讨论中，在考虑中Several important matters will be on the carpet at todays meeting. 几个重要的问题要求在今天的会议上讨论,42,come for 向冲去； 来取； 来找； 来接 Lotte was getting ready to
31、fight if they came for her. 如果他们来抓她，洛特准备要反抗。,43,cater 满足需要，适合； 投合，迎合cater to sb/sth满足需要；迎合They only publish novels which cater to the mass-market. 他们只出版迎合大众市场的小说。cater for sb/sth,44,source根源； 源头，水源； 原因； 提供消息的人 at source 在源头reduction of pollution at source. 在源头上减少污染。,45,warmth1）温度;温暖;热度 June had brou
32、ght with it the first of the summer warmth. 六月带来了夏日的第一缕热气。2）热情;亲切；友好 He greeted us both with warmth and affection. 他热情且友好地迎接了我们俩。,46,Letter 8：A reply to Letter 7 Dear Jerry, We are delighted to receive your letter of introducing your new product and the sample. We are very interested in the carpet f
33、eature. We are pleased to place a trial order with you. We expect to place further and large orders with you in the near future. Enclosed please find the detailed requirements. Kindly confirm acceptance of our order by return. Yours sincerely, James,47,Notes to the specimen letters1. to take the lib
34、erty of doing 冒昧地做某事2. under separate air shipment另航空邮寄3. on a trial basis试用阶段4. repeat order追加订货5. feel sure确信6. compare favorably with比好7. make产品出处，牌子8. push the sales推销9. be prepared to do 能够并愿意做某事10. give a discount给某人的折扣,48,11. find a ready sale畅销12. give an order对订购13. on the understanding tha
35、t 在条件下14. in duplicate一式两份15. made of selected fabrics and deliberately designed, cut, stitched and trimmed精选衣料，精心设计、剪裁和制作。16. make quotations报价17. arouse great interest引起极大的兴趣18. appearance外观19. cater for满足20. superb quality with prices much lower物美价廉21. those from other sources其他货源的同类产品,49,7.4 Foc
36、al Words（焦点词汇）,chargev. 收费，索要，把记帐，使承担，指控，使充满He is charged 5 dollars for mending a pair of shoes.The new appointed manager is charged with heavy responsibility.n. 费用，掌管，责任，指控，负荷Samples will be sent free of charge.The manager assumes full charge of the business.chargeable: adj. 可以控诉的，应付费的，应由某人负责的These
37、 expenses are chargeable on him.,50,concernv. 涉及，使关心This negotiation is concerned with the payment terms. The businessman is concerned for the discount.n. 利害关系，关心It is a matter of utmost concern.He has shown his concern for the quality.concerned: adj. 有关的，关切的All parties concerned should attend the m
38、eeting.concerning: prep. 关于Please inform me concerning this matter.,51,drawv. 抽出，汲取，开立（票据），草拟Samples are drawn from the bales at random. The water is drawn from the well. We are going to draw the L/C within this week. They will draw a document next week.n. 抽签，有吸引力的事物，平局This business is a great draw.
39、The game ended in a draw.drawee: n. 受票人，汇票付款人drawer: n. 抽屉，开票人，汇票发票人,52,ayv. 支付，有利 How much do you pay for it? It will pay to do that business.n. 工资，薪金 equal pay for equal workpayment: n. 支付，付款 Both sides have agreed on the payment terms.payable: adj. 可付的，应付的payer: n. 付款人payee: n. 收款人,53,stipulatev. 规定，订定It is stipulated that the payment should be made within a month.We regret to find that the goods are not packed as stipulated.stipulation: n. 规定，条款，项目The transaction is settled down with the stipulation of direct shipment.,
