资源描述
Unit5SalesandPromotion,Jane,5-1,UnitIntroduction,Salesrefertotheprocessofsellingtheproductsandpromotioninvolvesspreadinginformationaboutaproduct,productline,brandorcompany.Howdobusinessmensellgoodstocustomers?Thisunitwillgiveyouananswertothisquestion.Thereare8tasksdesignedforyouinthisunit.Thesetasksandthethreetextswillhelpyouunderstandsalesandpromotionandthedefinitionandthetechniquesofsalespromotionaswellaspersonalselling.Doyouknowthefollowingwordsandexpressionswhicharerelatedtosalesandpromotion?Ifyouarenotsureaboutthemeaningsofthem,doTask1beforeyoulookthemupinthedictionary.,5-1,ProfessionalWordstoseek,5-2,Task1,J.acompanyorindividualthatpurchasesgoodsorserviceswiththeintentionofresellingthemratherthanconsumingorusingthemK.involvinggoodsconvertibleintocashinashorttimeL.cashpaidtosalespeopleasabonuswhentheysellspecificitemsofmerchandise.Itmaybepaidbythemanufacturerortheretailer,5-2,Task1,awayofpromotingyourservicesaswellasmakingsomemoneybyprovidingpeoplewithrelevantandfreshinformationabusinessstotalmarketingcommunicationsprogramO.apersonorbusinessthatsellsgoodstothepublicDefinition,5-2,Task1,1.retailer2.hardsell3.coupon4.promotionalmix5.brandequityself-liquidating7.rationalappeal,O,F,B,N,E,K,D,5-2,Task1,8.pushmoney9.continuityprogram10.trade-in11.leverage12.allowance13.reseller14.salesforce15.prospect,L,M,A,G,H,J,C,I,5-2,TextA,TextAoffersyouageneralideaaboutsalespromotion.Byreadingthistext,youwillunderstandwhatsalespromotionis,whatsalespromotionisusedfor,whyandhowsalespromotionshouldbeused,andhowmanytypesofsalespromotionthereare.,5-2,TextA,Rememberthereadingtechniqueofskimming.Itmeanstoreadveryquickly,notreadingfordetailsbutforthegeneralideas.Skimmingshouldnaturallybecomethefirststeptoanykindofreadingyoudo.NowskimTextA.Youaresupposedtoreadthetitle,theheadings,thefirstandthelastsentencesofeachparagraph,andthespecialprints.Dontreadfordetails.Afterskimming,trytodoTask2attheendofthetext.,Skimming,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。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。不要读细节。,5-2,TextA,SalesPromotion1Promotionisoneofthefouraspectsofmarketing.Itinvolvesspreadinginformationaboutaproduct，productline,brandorcompany.Promotioncomprisesfourcategories.,定义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类产品、产品系列、品牌或公司的信息。,翻译,5-2,TextA,Theyareadvertising,personalselling，salespromotionandpublicrelations.Thesefourcategoriesmakeapromotionalmixorpromotionalplan.Apromotionalmixspecifieshowmuchattentiontopaytoeachofthefourcategoriesandhowmuchmoneytospendforeach.,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重，二是在四类手段的费用方面孰多孰少。,翻译,5-2,TextA,Apromotionalmixspecifieshowmuchattentiontopaytoeachofthefourcategoriesandhowmuchmoneytospendforeach.,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孰多孰少。,翻译,主语,谓语,省略each(ofthefourcategories),Specify,vt.1.指定；详细说明：e.g.Hedidntspecifythematters.他并没有详细说明是什么事。2.使具有特性3.具体说明；把写入说明书；详细列举：e.g.ThedetailswerespecifiedonPage35.具体方法详见(说明书)第35页。4.提出的条件，把作为条件：e.g.Shespecifiedthatshebegivenherson.她提出把儿子交给她抚养作为条件。vi.明确提出；详细说明,5-2,TextA,Apromotionalmixcanhaveawiderangeofobjectives.Theyincludesalesincreases,newproductacceptance,creationofbrandequity,2positioningactionsagainstcompetitorsorcreationofacorporateimage.3,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。,翻译,5-2,TextA,2Salespromotionisdefinedasmediaandnon-mediamarketingattemptatpersuasion.4Itisusedforaandlimitedperiodoftimetostimulatetrial,increaseconsumerdemand,orimproveproductquality.,所谓促销，是一种借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产品或服务、增加消费需求或提高产品质量的目的。,翻译,predetermined,predetermined预先确定的,persuasion,n.1.说服,劝说Ue.g.Itdidnttakemuchpersuasiontogethertotelluswherehewas.我们没费什么口舌就让她说出了他的下落。2.（宗教或政治）信仰e.g.everyshadeofreligiouspersuasion.形形色色的宗教信仰,5-2,TextA,Effectivesalespromotionincreasesthebasicvalueofaproductforalimitedtimeanddirectlystimulatesconsumerpurchasing,sellingeffectiveness,ortheeffortofthesalesforce.5Salespromotioncanbeusedtoinform,persuade,andremindtargetcustomersaboutthebusinessanditsmarketingmix.,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,5-2,TextA,Effectivesalespromotionincreasesthebasicvalueofaproductforalimitedtimeanddirectlystimulatesconsumerpurchasing,sellingeffectiveness,ortheeffortofthesalesforce.,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望、提升销售业绩或激发销售队伍的工作热情。,翻译,并列,stimulates修饰的并列成分,5-2,TextA,PurposesofSalesPromotion3Businessescantargetsalespromotionatthreedifferent:Consumers,resellers,andthecompanysownsalesforce.Salespromotionactsasacompetitiveweaponbyprovidinganextraincentiveforthetargetaudiencetopurchaseorsupportonebrandoveranother.,促销的目的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、用来激励的东西使目标受众购买或支持此品牌而非彼品牌。,翻译,audiences,audiences观众,5-2,TextA,【Salespromotion】actsas【acompetitiveweapon】byprovidinganextraincentiveforthetargetaudiencetopurchaseorsupportonebrandoveranother.,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持此品牌而非彼品牌。,翻译,被用作/起作用,通过提供的方式,【主语】,【宾语】,方式状语,incentive,n.刺激;鼓励;动机e.g.Thereisnoincentiveforpeopletosavefuel.没有使人们节约燃料的鼓励办法。a.刺激的;鼓励的,奖励的incentivepayments奖金、勤工奖,5-2,TextA,Itisparticularlyeffectiveinencouragingproducttrialandunplannedpurchases.Mostmarketersbelievethatagivenproductorservicehasanestablishedperceivedpriceorvalue,andtheyusesalespromotiontochangethisprice-valuerelationshipbyincreasingthevalueand/orloweringtheprice.,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值和（或）降低价格的手段来改变这种价格与价值的关系。,翻译,perceive,vt.1.察觉;感知e.g.Icantperceiveanydifferencebetweenthesecoins.我看不出这些硬币有什么差别。2.意识到;理解e.g.Hegraduallyperceivedthathisparentshadbeenright.他渐渐地了解到他的父母是对的。文中是perceive的过去分词作形容词。,5-2,TextA,Comparedtotheotherofthemarketingmix,salespromotionusuallyoperatesonashortertimeline,usesamorerationalappeal,6returnsatangibleorrealvalue,encouragesanimmediatesale,andcontributeshighlytoprofitability.,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，它鼓励即时销售，它对赢利有极大的促进作用。,翻译,components,component组成部分,5-2,TextA,【Comparedtotheothercomponentsofthemarketingmix,】salespromotionusuallyoperatesonashortertimeline,usesamorerationalappeal,returnsatangibleorrealvalue,encouragesanimmediatesale,andcontributeshighlytoprofitability.,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，它鼓励即时销售，它对赢利有极大的促进作用。,翻译,主语,与相比【比较状语】,5个并列成分,timeline,n.时间轴，时间线；大事年表e.g.ThepurposeofthismeetingistoestablishatimelinefortheHRinterviews.此次会议的目的是确定招聘面试的具体时间。,5-2,TextA,SalesPromotionasaStrategy4Salespromotionisanimportantcomponentofasmallbusinessmarketingstrategy.Indeterminingtherelativeimportancetoplaceonsalespromotionintheoverallmarketingmix,asmallbusinessshouldconsideritsmarketingbudget,thestageoftheproductinitslifecycle,thenatureofcompetitioninthemarket,thetargetofthepromotion,andthenatureoftheproduct.,作为战略手段的促销对于小型企业来说,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。,翻译,overall,overall总的,5-2,TextA,【Indeterminingtherelativeimportancetoplaceonsalespromotionintheoverallmarketingmix,】asmallbusinessshouldconsideritsmarketingbudget,thestageoftheproductinitslifecycle,thenatureofcompetitioninthemarket,thetargetofthepromotion,andthenatureoftheproduct.,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。,翻译,主语,indoing在做的时候【状语】,谓语,5个并列宾语,5-2,TextA,Forexample,salespromotionanddirectmailareparticularlyattractivealternativeswhenthemarketingbudgetislimited,asitisformanysmallbusinesses.Inaddition,salespromotioncanbeaneffectivetoolinahighlycompetitivemarket,whentheobjectiveistoconvinceretailerstocarryaproductorinfluenceconsumerstoselectitoverthoseofcompetitors.,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,5-2,TextA,Similarly,salespromotionisoftenusedinthegrowthandmaturitystagesoftheproductlifecycletostimulateconsumersandresellerstochoosethatproductoverthecompetitorsratherthanintheintroductionstage,whenmassadvertisingtobuildawarenessmightbemoreimportant.,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，大量的广告更为重要。,翻译,5-2,TextA,Similarly,salespromotionisoftenusedinthegrowthandmaturitystagesoftheproductlifecycletostimulateconsumersandresellerstochoosethatproductoverthecompetitorsratherthanintheintroductionstage,whenmassadvertisingtobuildawarenessmightbemoreimportant.,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，大量的广告更为重要。,翻译,Salespromotionisoftenusedinratherthanin,句子主干,awareness,n.察觉;觉悟;意识e.g.Thereisageneralawarenessthatsmokingisharmful.人们普遍认识到吸烟有害健康。e.g.ItisimportantthatstudentsdevelopanawarenessofhowtheInternetcanbeused.重要的是学生逐渐懂得如何使用互联网。,5-2,TextA,Finally,salespromotiontendstoworkbestwhenitisappliedtoimpulseitemswhosefeaturescanbejudgedatthepointofpurchase,ratherthanmorecomplex,expensiveitemsthatmightrequirehands-ondemonstration.,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，这是因为这类商品可能还需要实际操作演示。,翻译,5-2,TextA,Finally,salespromotiontendstoworkbest【whenitisappliedtoimpulseitemswhosefeaturescanbejudgedatthepointofpurchase,ratherthanmorecomplex,expensiveitemsthatmightrequirehands-ondemonstration.】,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，这是因为这类商品可能还需要实际操作演示。,翻译,Salespromotiontendstoworkbestwhenitappliedtoratherthan,句子主干,修饰impulseitems,【时间状语】,修饰前面的morecomplex,expensiveitems,impulse,n.1.冲动,一时的念头e.g.Myuncleboughtthehouseonanimpulse.我叔叔一时冲动买下了那房子。e.g.IusedtoactoutofblindimpulsewhenIwasyoung.我年轻时常凭盲目的冲动行事。2.推动力;刺激e.g.Thesigningoftheagreementswillgiveanimpulsetotradebetweenthetwocountries.这些协议的签订会促进两国间的贸易。,beappliedto,应用于；施加于；用来表示e.g.Asimilarapproachshouldbeappliedtoinnovation.类似的方法也应该用在鼓励创新上。e.g.Inindustry,itcanbeappliedtocosmetics,paint,cement.在工业上，它能应用于化妆品、涂料、水泥。,5-2,TextA,TypesofSalesPromotion5Therearetwotypesofsalespromotion:consumersalespromotionwhichistargetedatconsumersandtradesalespromotionwhichisdirectedatresellers,namely,retailersandwholesalers.,促销类型促销有两种类型，一种针对消费者，另一种针对零售商和批发商。,翻译,5-2,TextA,(1)ConsumerSalesPromotionTechniques6Techniqueswhichareusedinconsumersalespromotionincludesuchaspricedeals,contests,specialevents,premiums,continuityprograms7andsampling.,1.针对消费者促销的技巧针对消费者促销的技巧有很多，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、赠送代金券、免费送样品等。,翻译,premium,n.1.奖品;奖金2.额外补贴,津贴;酬金3.【商】加价,溢价e.g.Hard-to-gettheaterticketscanbeboughtatapremium.紧俏的戏票能以高价买到。4.【商】优惠(让价);附赠礼品e.g.Ifyoubuythreeyougetapremiumofonemore,free.你买三个,可以再送你一个。形容词a.1.高价的;优质的,5-2,TextA,Takespecialeventsforinstance.Thereareanumberofadvantagestospecialevents.First,eventstendtoattractpeoplewhohavethesameinterestinthe.Second,eventsponsorshipoftenbuildssupportamongemployeesandwithinthetrade.,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的产品放到爵士乐节、高尔夫巡回赛、赛车大赛这样的重大活动中亮相。这样做有很多好处:首先，这样的活动一般都会吸引那些赞助商的拥趸，因此，如果产品跟活动内容吻合得很好，同时也非常符合观众的口味，那么，这种促销的效果就会非常好；其次，对这类活动的赞助常常可以赢得员工以及同行的支持；,翻译,sponsors,sponsor赞助商,5-2,TextA,Finally,comparedtoproducingaseriesofadvertisements,eventmanagementisrelativelysimple.Manyelementsofeventsponsorshiparepre-packagedandreusable,suchasbooths,displaysandads.,最后，跟制作系列广告相比，赞助大型活动相对容易管理。赞助大型活动的许多物品，如带篷的摊位、展示物、广告用品，都是预先包装好的，可以重复利用。,翻译,package,vt.把.打包;包装e.g.Thecerealispackagedinplainboxes.谷类食品用简单的盒子包装。n.包裹,包;包装箱(盒,袋);(有关联的)一组事物e.g.Heundidthepackage.他解开了那个包裹。e.g.Sheisgoodatdesigningeye-catchingpackages.她擅长设计花俏的包装。e.g.Itishighlynecessarytoworkoutanemergencypackage.制定一整套应急措施是非常必要的。,5-2,TextA,(2)TradeSalesPromotionTechniques7Tradesalespromotionadoptstechniquessuchaspointofpurchase(POP)displays,tradeshows,pushmoney,8dealloaders,9tradedeals,10buyingallowance,andadvertisingallowances.,针对零售商和批发商促销的技巧针对零售商和批发商促销的技巧有很多，如卖点展示、产品交易会、用钱或物奖励零售商及其销售员、厂家对零售商的奖励、给予零售商高于通常幅度的让利。,翻译,allowance,n.津贴,补贴;零用钱;分配额;允许额;折价,折扣;认可,容忍e.g.Thechildhasaweeklyallowanceoffivedollars.这孩子每星期有五元零用钱。e.g.Hisallowanceforfoodis$100.他拨出一百美元用于购买食物。e.g.Thatstoremakesanallowanceof10%forcashpayment.那家商店给付现金的顾客打百分之十折扣。vt.定量供应(物品);发津贴给;把物品定量发给,5-2,TextA,Taketradeshowsforinstance.Thousandsofmanufacturersdisplaytheirwaresandtakeordersattradeshows.Tradeshowsprovideagreatopportunityforcompaniestogetordersfortheirproducts.,以产品交易会为例，很多生产商都会在交易会上展示他们的产品，同时接收订单。这类交易会为他们提供了展示产品、发布信息、提供咨询、与竞争对手同场较量的机会。,翻译,wares,n.商品,货物(pl.)e.g.Thestoredisplaysitswaresinthewindow.商店把各种物品陈列在橱窗内。waren.陶器，器皿；制品；器具；货物e.g.Theshopsellsagreatvarietyofporcelainware.这家店铺出售品种繁多的瓷器。vt.留心；小心,5-2,Notes,1Apromotionalmixspecifieshowmuchattentiontopaytoeachofthefourcategoriesandhowmuchmoneytospendforeach.营销推广组合需要明确两个内容，一是四类手段孰轻孰重，二是在四类手段的用钱方面孰多孰少。2brandequity:品牌价值。它由无形价值(如产品在消费者心目中的地位)和有形价值(如产品的功能)构成。3corporateimage：企业形象,5-2,Notes,4Salespromotionisdefinedasmediaandnon-mediamarketingattemptatpersuasion.促销是一种借助媒体和媒体以外的手段来劝导消费者购物或(和)享用某种服务的营销努力。5salesforce:销售队伍6rationalappeal:理性诉求,5-2,Notes,7continuityprogram:刺激消费者不断购买本产品的促销方法8pushmoney:用于奖励零售商及其销售员的奖金或其他东西9dealloader:厂家对零售商的奖励。一是零售商订货达到一定数量时所得的奖励，二是厂家在展销会后将其展销产品无偿送给零售商的奖励。10tradedeal：给予零售商高于通常幅度的让利。一是零售商在规定的时间内售出规定数量产品后所得的让利，二是零售商所得到的广告支持。,5-2,Task2,Withoutreferringtothetext,nowtrytocompletethefollowingsentences.Thepurposeisjusttocheckwhetheryouhavegotageneralideaofthetext.Ifyoufinditsomewhateasy,itmaymeanthatyoucanincreaseyourreadingspeed;ifyouhavemuchdifficultywiththetask,itprobablymeansthatyoushouldhavereadabitmoreslowly.Adjustthespeedofreadingtosuityourcase.,Task2,任务：快速阅读，然后不看课文回答问题目的：考察是否掌握了文章主旨结论：1）如果觉得容易，表明你的阅读能力已有所提高；2）如果觉得难，可能还有待提高。可以根据自己的具体情况调整阅读速度。,5-2,Task2,Thefourcategoriesofpromotion_.Twotypesofsalespromotion_.3.Businessescantargetsalespromotionatthreedifferentaudiences:_.,advertising,personalselling,salespromotionandpublicrelation,consumersalespromotionandtradesalespromotion,Consumers,resellers,andthecompanysownsalesforce,5-2,Task3,NowreadTextAagain.Thistimereaditmorecarefully.Trytopaymoreattentiontothedetailsofthetext.Whilereading,makesureyoureyeswilltakeinagroupofwordsataglanceratherthanonewordatatime.Whenyouhavefinishedthesecondreading,dothefollowingexercises.Youmaylookbackatthetextifyouwantto.,Task3,要求：再仔细阅读TextA，这次重点放在文章的细节上面。然后完成Task3.Tip：阅读的时候注意要一个意群一个意群的读，不要一个单词一个单词的读。,5-2,Task3,1.Whichofthefollowingstatementsisnottrueaccordingtothetext?A.Salespromotionisusedtopersuadeconsumerstobuyaproductbymeansofmediaandnon-media.B.Thereisnolimittothetime-lengthforasalespromotioncampaign.C.Persuadingcustomerstotryandfinallydecidetobuyaproductisanobjectiveofsalespromotion.D.Salespromotionresultsinimprovingaproduct.,B,5-2,Task3,2Comparedtotheotherelementsofthemarketingmix,salespromotionhasthefollowingadvantagesexcept_.A.shortertermofoperationB.morerationalappealC.morerealreturnD.higherpricesandmoreprofit,D,5-2,Task3,3.Salespromotionisoftenpreferredwhen_.A.theproductisintheintroductionandgrowthstageofitslifecycleB.smallbusinessesareshortofmarketingbudgetC.largebusinessesapplytomarketingmixD.complexandexpensiveitemsrequirehands-ondemonstration,D,5-2,Task3,Theadvantageofspendingmuchonspecialeventslieinthat_.A.theycanappealtomanysponsorsB.theycangetsupportfromemployeesC.theyarecomparativelyeasytomanageD.allofabove,D,5-2,Task3,5.“Advertisingallowances”inthepartofTradeSalesPromotionTechniquesmeans_.A.acertainamountofmoneygivenbyamarketertoawholesalertoadvertisetheirproductB.asumofmoneydeductedonadvertisingC.adiscountonmakingadvertisementD.acertainamountofmoneyspentonadvertising,C,5-2,Task4,DoyoustillrememberhowtomemorizenewEnglishwords?WepracticedtheskillinUnitOne.Now,again,trytofillintheblankswithoneofthefollowingwordsfromTextA.Changetheformwherenecessary.,allowancesponsorstimulatealternativeorderspecifyobjectiveawarenesscomponentaudiencecompriseconvince,5-2,Task4,1.Thecompanywasoneofthefirstcomputermanufacturerstolookforawider_foritssoftwareproducts.Isthereaviable_tothepresentsalespromotionstrategy?Oneoftheobjectivesofsalespromotionistotrytoraise_aboutaproductbrand.4.Themarketerswereeagerto_thetargetcustomersofthesafetyoftheproduct.,audience,alternative,awareness,convince,5-2,Task4,Salesstaffgetagenerousmileage(公里数)_oracompanycar.Thesalespromotionteamis_ofwell-knownprofessionalsinthisfield.7.Aninspiringmarketercan_customerstodecidetobuywhatisbeingpromoted.,allowance,comprised,stimulate,5-2,Task4,Iwouldliketoplacean_for150copiesofthisbook.Lenovoisamajor_ofthe2008Olympics.10.Thesalespeopleareworriedthattheywontachievethisyearssales_.,order,sponsor,objective,5-3,TextB,Pre-readingTextBoffersusalotofinformationaboutpersonalsellingwhichisoneofthefourcategoriesofapromotionalmix.Byreadingthistext,youwilllearnthedefinitionofpersonalselling,theadvantagesanddisadvantagesofit,andwhenitisusedandhowtouseit.Beforereadingthetext,thinkaboutthefollowingquestions:1.Whatispersonalselling?2.Whenisitused?,5-3,Task5,Rememberthatinmanycases,ourpurposeofreadingwillbetopickoutspecificinformation,nottorememberallthedetails.Readingquicklyforspecificinformationiscalledscanning.NowreadTextBforthefirsttime,usingthistechniquetodecidewhichparagraphdealswithoneofthefollowingpoints.,5-3,Task5,Thedifferencebetweenpersonalsellingandotherpromotionmethods2.Thefunctionsofthepersonalselling3.Theproductsthatarefitforpersonalselling,paragraph1,paragraph2,paragraph3,5-3,Task5,4.Lookingforthecustomers5.Introducingtheproductstothecustomers,Paragraph4and5,paragraph6,5-3,Task7,Nowreadthetextforthethirdtime,trytoconcentrateonthedetailsofthetext,andthenchoosethebestanswerforeachofthefollowingstatements.1.Themajordifferencebetweenpersonalsellingandotherpartsofpromotionmixisthat_.A.thetargetofpersonalsellingisanindividualcustomerB.personalsellingisnotsoprofessionalasanyothertypesofsellingC.personalsellingissellingpersonalitemsD.personalsellingemphasizesthedirectcontactbetweensalespeopleandcustomers,D,5-3,Task7,2.Bywayofpersonalselling,abusinessisabletoachievethefollowingexcept_.A.reachitsspecificcustomersB.knowtheresponseofitscustomersquicklyC.contactmorecustomersD.sendtailoredmessagestothetargetcustomers3.Whichofthefollowingproductsissuitabletousepersonalselling?A.Acarwithnewsafetyfeatures.B.Anewsoftdrink.C.Aclassicnovel.D.Apieceofjewelry.,C,D,5-3,Task7,4.Theword“prospect”inthepartofPre-approachandApproachmeans_.A.thepossibilitythatsomethingwillhappenB.aneventthatwillprobablyhappeninthefutureC.chancesoffuturesuccessD.personsthatcanbewonoverinthefuture5.Theneed-satisfactionapproachisallabout_.A.theneedsofcustomersandthedegreeofthecustomerssatisfactionB.thefactthatcustomersneedsatisfyingC.thefactthatabusinessentityneedssatisfyingD.whatcustomersneedandhowabusinessentitymeetstheirneeds,D,D,5-3,Task7,6.WhichofthefollowingstatementsisNOTtrue?A.Whenthecustomerasksaboutpriceoritems,itistimetoclosethedeal.B.Thesalespersonshouldnotstopbeforehefinisheshispresentation.C.Thefollow-upmayhelpthecustomermarketbuyingdecision.D.Thefollow-uphelpstogeneratenewcustomers.,C,5-3,TextB,PersonalSellingSuggestedReadingTime：7min.Definition1Asonepartofacompanyspromotionmix，personalsellingistheprocessofcommunicatingwithapossiblebuyer(orbuyers)face-to-facewiththepurposeof1sellingaproductorservice.,推销定义推销作为推广组合的一部分，指的是与潜在购买者面对面交流的过程，目的是销售产品或服务。,翻译,5-3,TextB,Themainthingthatsetspersonalsellingapartfrom2othermethodsofsellingisthatthesalespersondoesbusinesswiththecustomerinperson.3Salespromotionistheuseofsuchthingsascoupons,discounts,rebates,contestsorspecialdisplaystopersuadeacustomertobuyaproductorservice.,做推销时，推销员本人向消费者销售东西。这是和其他销售方法最大的不同点，比如，促销会使用如赠送代金券、打折、加量赠送所购的东西、组织知识技能竞赛、举办特别展示等手段来劝导消费者购买产品或服务。,翻译,rebate,n.1.退还款e.g.Youcanclaimarebateonyourtax.你可以要求退回部分税款。2.回扣，返还（退还的部份货价）；折扣e.g.Buyersareofferedacashrebate.购买者享受现金折扣。,5-3,TextB,Advantages】可改为定语从句【whichisbeingoffered】,5-3,TextB,Itisalsoimportantthatthesalespersonlistenca
展开阅读全文