外贸函电第二版-Unit-07-销售促销ppt课件

《外贸函电第二版-Unit-07-销售促销ppt课件》由会员分享，可在线阅读，更多相关《外贸函电第二版-Unit-07-销售促销ppt课件（53页珍藏版）》请在装配图网上搜索。

1、Unit7SalesPromotion销售促销销售促销117.1Introduction（简介）（简介）目的：掌握如何撰写一封有效的促销信函。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（必须具有以下四个特征：吸引注意（Attention），），激发兴趣（激发兴趣（Interest），产生购买欲望（），产生购买欲望（Desire）和导致购买行动（和导致购买行动（Action）。促销信函应以诱人的）。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（或服务的特征（Feature）、优势（）、优势（Advan

2、tage）和利益（和利益（Benefit）来引起对方的兴趣和欲望，并）来引起对方的兴趣和欲望，并最终导致对方采取购买行为。最终导致对方采取购买行为。27.1 Introduction（简介）目的：掌握如何一般说来，在撰写促销信函时，应注意以下问题：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）促销信函不可冗长，应以简短为上，否则会给人以负担。负担。（2）在介绍产品或服务的特征、优势和利益时，语言要）在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，避免清楚、简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不

3、实的感觉。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。）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。）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）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。就要能引起读者的兴趣。3一般说来，在撰写促销信函时，应注意以下问题：37.2WritingSkills（写作技巧）（写作技巧）促销信函的写作步骤及常见表达方式：促销信函的写作步骤及常见表达方式：写作步骤写作步骤 表达方式表达方式（1）介绍所促介绍所促销的产品，销的产品，使对

4、方了使对方了解并对该解并对该产品产生产品产生兴趣兴趣 to be made of（由（由制成）制成）to be moderate in price,superior in quality,excellent in craftsmanship,and novel in designs（价格公道，（价格公道，质量上乘，工艺精湛，设计新颖质量上乘，工艺精湛，设计新颖）to be beautiful in pattern,elegant in style,matching in colors and skillful in workmanship（式样优美，（式样优美，款式典雅，色泽和谐，做工考究款式

5、典雅，色泽和谐，做工考究）to be famous for（以（以著名）著名）47.2 Writing Skills（写作技巧）促销信函的写to be well-know for（以（以闻名）闻名）to sell well/fast（销路很好）（销路很好）to meet with warm reception（很受（很受欢迎）欢迎）to have/find/command a good/ready market/sale（畅销）（畅销）to be popular with customers（受到（受到顾客欢迎）顾客欢迎）5to be well-know for（以闻名）to（2）进行商品比进

6、行商品比较，体现本较，体现本产品的优势，产品的优势，进一步激发进一步激发对方的兴趣对方的兴趣 to compare favorably with（优于）（优于）to be 形容词比较级形容词比较级 than（比（比要要）a comparison will convince of（比较会使人（比较会使人相信相信）to make a comparison of.in respect to（作（作有关有关的比较）的比较）（3）给予对方一给予对方一定的优惠条定的优惠条件，诱发对件，诱发对方的购买欲方的购买欲望望 to give the first chance（给予（给予优先）优先）to offer/

7、allow/give/grant a discount（给（给折扣）折扣）6（2）to compare favorably with（4）表述对方可表述对方可以从中获益，以从中获益，引起对方最引起对方最终的购买行终的购买行为为 to advise you to avail yourselves of in your own interest（建议你方（建议你方为了自己的利益）为了自己的利益）to deem it to ones advantage to do（认为（认为对对很有利）很有利）We deem it to your advantage to avail yourselves of o

8、ur offer.to advise to work fast（劝（劝尽早做决定）尽早做决定）In view of the huge demand of this product,we should advise you to work fast and place an order with us as soon as possible.to be acceptable to（可以为（可以为接受）接受）7（4）to advise you to avail your7.3 Specimen Letters（样函）（样函）Letter 1：Product promotion Dear Mr.Jo

9、nes,As you may know,considerable interest 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 a

10、ttention.87.3 Specimen Letters（样函）Letter Customers who have ordered 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 s

11、ystem we feel sure5 your production volume can be substantially increased.We are looking forward to your reply.Very truly yours,Robin Williams9 9lPersonally亲自地；亲自地；就个人而言；就个人而言；lYoulldealwithitpersonally?Good.ltakesomethingpersonally以为以为是是冲着自己来的冲着自己来的lAtfirstItookitpersonallywhenheyelledatme.10Person

12、ally 亲自地；就个人而言；10levaluate评价评价lDont evaluate a person on the basis of appearance.lDont evaluate people by their clothes 11 evaluate 评价11l take the liberty of doing 冒昧地做某事、擅自做某事冒昧地做某事、擅自做某事 lI have taken the liberty of submitting an idea to several of their research departments.l我已自作主张地向他们的几个研究部门提出了一

13、个想法。我已自作主张地向他们的几个研究部门提出了一个想法。l liberty 自由；自由；许可权；许可权；解放，释放解放，释放 lThere 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。目前还没有正式确认他已经获得人身自由。l take liberties 过分亲昵，过于随便过分亲昵，过于随便lYouve taken too many liberties with me.你对我太随便了。你对我太随便了。12 take the liberty of doing 冒昧lunder separat

14、e air shipment另航空邮寄另航空邮寄l directly 直接地；直接地；立即；立即；正好地；正好地；坦坦率地率地 lHes directly responsible to the boss.ldirectly below/ahead 正下方；正前方正下方；正前方13under separate air shipment另航空linnovativeadj.革新的；革新的；创新的；创新的；lHewasoneofthemostcreativeandinnovativeengineersofhisgeneration.他是他那代人当中最富创造性与革新精他是他那代人当中最富创造性与革新精神

15、的工程师之一。神的工程师之一。lon a trial basis试用阶段试用阶段14 innovative adj.革新的；创新的；14lonly：普通用词，常可与普通用词，常可与sole换用，但侧换用，但侧重仅限于指定的人或物，而不需要更多。重仅限于指定的人或物，而不需要更多。lsingle：语气较强，强调仅此一个，再无语气较强，强调仅此一个，再无第二个。第二个。lsole：语气强于语气强于only，指仅有一个或一群，指仅有一个或一群，只考虑这一个或这一群。只考虑这一个或这一群。lunique：非正式用词，侧重在一类中唯一非正式用词，侧重在一类中唯一无可匹敌、无与伦比的特征。无可匹敌、无与伦

16、比的特征。lalone：着重专指某人或某物，而不是别的。着重专指某人或某物，而不是别的。15 only：普通用词，常可与sole换用，但侧重仅限于指定l feature 特征；特征；容貌；起主要作用；以容貌；起主要作用；以为主要为主要内容内容 lThe magazine makes a feature of childrens stories.该杂志以刊登儿童故事为特色。该杂志以刊登儿童故事为特色。lIts a great movie and it features a Spanish actor who is going to be a world star within a year.这是

17、一部精彩的影片，主演是一位西班牙演员，他不出一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。年就会成为国际巨星。lrepeat order追加订货追加订货16 feature 特征；容貌；起主要作用；以为主要内l integrate使一体化；使一体化；使整合；整体的；使整合；整体的；完整的完整的 lWemustintegratetheorywithpractice.我们必须把理论与实际结合起来。我们必须把理论与实际结合起来。lvolume 量；量；体积；大量的；体积；大量的；17 integrate使一体化；使整合；整体的；完整的 Letter 2：A reply to

18、 Letter 1 Dear 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

19、orders with you in the near future.Enclosed please find the detailed requirements.Kindly confirm acceptance of our order by return.Yours sincerely,Rob Jones18Letter 2：A reply to Letter 118l in the near future 不久；不久；为期不远；为期不远；近期；近期；最近最近 lThe President will visit China in the near future.总统将在近期内访华。总统将

20、在近期内访华。19 in the near future 不久；为期不远；linreturn回报的：作为回报或回复的回报的：作为回报或回复的lImjustwatchingforachancetopunishhiminreturn!我正在伺机报复他呢！我正在伺机报复他呢！20 in return 回报的：作为回报或回复的 20Letter 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 w

21、ish to inform you that we are the largest manufacturing of cigarette lighters in China with a history of over 30 years.Our products are well-known for their superior quality and prompt shipment.The quality and prices compare favorably6 with those of other makes7.21Letter 3：Offering a discount21 We d

22、eem 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 your 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 Wan

23、g22 221、（、（cigarette）lighter打火机；打火机；点火器；点火器；2、prompt敏捷的；敏捷的；立刻的；立刻的；商商即期付款的即期付款的lv.提示；提示；指点；指点；促进；促进；激起，唤起激起，唤起lItisnottoolate,butpromptactionisneeded.l现在还不算晚，但是需要立即采取行动。现在还不算晚，但是需要立即采取行动。lJapansrecessionhaspromptedconsumerstocutbackonbuyingcars.l日本经济的不景气使得消费者在购买车辆上减少了开支。日本经济的不景气使得消费者在购买车辆上减少了开支。231

24、、（cigarette）lighter 打火机；点火3、favorably adv.顺利地，好意地，亲切地顺利地，好意地，亲切地lBut,MrSmith,ourpriceitselfshowsveryfavorablyalready.史密斯先生，我们的报价已经是很优惠的了。史密斯先生，我们的报价已经是很优惠的了。lcomparefavorablywith比比好好243、favorably adv.顺利地，好意地，亲切地lmake产品出处，牌子产品出处，牌子lpushthesales推销推销lbepreparedtodo能够并愿意做某事能够并愿意做某事lgiveadiscount给某人给某人的折

25、的折扣扣lfindareadysale畅销畅销25make产品出处，牌子25Letter 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 they will be supplied

26、 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 Lee26Letter 4：A reply to Letter 326lgive an order对对订购订购lon the understanding that 在在条件下条件下lWelentthemmoneyontheunderstandingthattheypaiditbackt

27、henextmonth.我们借钱给他们，条件是他们下个月要还。我们借钱给他们，条件是他们下个月要还。27give an order对订购27l current adj.现在的；现在的；流行的；流行的；n.趋势；趋势；电流；电流；水流；水流；涌流涌流lcurrentprices时价时价lyourcurrentemployer你现在的雇主你现在的雇主lwordsthatarenolongercurrent已不再通用的词已不再通用的词lHeswamtotheshoreagainstastrongcurrent.他逆着急流游向岸边。他逆着急流游向岸边。28 current adj.现在的；流行的；28

28、l duplicatelV.复制；复写复制；复写；重复，再做一次；重复，再做一次aduplicatedform复制的表格复制的表格Theresnopointinduplicatingworkalreadydone.重复别人已经做过的工作毫无意义。重复别人已经做过的工作毫无意义。ladj.完全一样的；复制的；副本的完全一样的；复制的；副本的aduplicateinvoice发票副本发票副本ln.完全一样的东西；复制品；副本完全一样的东西；复制品；副本Isthisaduplicateortheoriginal?这是副本还是正本？这是副本还是正本？linduplicate一式两份的一式两份的ltri

29、plicatequadruplicate29 duplicate29Letter 5：Recommending products Dear Sir or Madam:One will certainly feel pleased with ladies dresses that 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 d

30、resses is extensive.They are all made of selected fabrics and deliberately designed,cut,stitched and trimmed15.A catalogue has been enclosed.Please let us have your specific enquiry enabling us to dispatch samples and make quotations16.Yours sincerely,Helen Chang30Letter 5：Recommending productslrang

31、en.范围；范围；射程；射程；类别；类别；lAwiderangeofcoloursandpatternsareavailable.各种颜色和样式都有。各种颜色和样式都有。latarangeof在指明的距离之内在指明的距离之内atarangeoflessthan8feet.八英尺之内。八英尺之内。31 range n.范围；射程；类别；31l deliberately 有意识地；有意识地；深思熟虑地深思熟虑地lHepackeduphispossessionsslowlyanddeliberately.l他慢慢地、小心翼翼地收拾好自己的物品。他慢慢地、小心翼翼地收拾好自己的物品。32 delibe

32、rately 有意识地；深思熟虑地32lbecutoutfor(或或tobe).(非正式非正式)正适合，是正适合，是的料的料Imjustnotcutouttobeapoliceman.我真不是当警察的料。我真不是当警察的料。lcutloose口无遮拦：毫无限制地说或做口无遮拦：毫无限制地说或做lcutloosewithastringofcurses.l一连串地放纵地骂人一连串地放纵地骂人lcutanddried（情况）敲定的，决定好的（情况）敲定的，决定好的thechampionshipisnotascutanddriedaseveryonethinks.冠军归属不像人们所想的已成定局。冠军归

33、属不像人们所想的已成定局。33be cut out for(或 to be).(非正式lstitchup同同stitchlTheyvetakenhimofftohospitaltostitchhimup.l他们已将他送到医院去缝合伤口了。他们已将他送到医院去缝合伤口了。lstitchsomeoneup(英，非正式英，非正式)操纵局势使操纵局势使处于劣处于劣势，陷害势，陷害lhewasstitchedupbyoutsiders.l他受到局外人的诬陷。他受到局外人的诬陷。34stitch up 同 stitch 34l trim 修剪；修剪；整理整理lthetrimhouses.整齐的房舍整齐的房

34、舍lMyfriendtrimsmyhaireveryeightweeks.l我朋友每我朋友每8个星期为我修剪一次头发。个星期为我修剪一次头发。ltrimonessails随风扬帆，适应新情况随风扬帆，适应新情况35 trim 修剪；整理 35l dispatchl1）派遣；调遣；派出）派遣；调遣；派出lTheyhavebeendispatchedtothearea.l他们已派往那个地区。他们已派往那个地区。l2）发出，发送（邮件、信息）发出，发送（邮件、信息）lGoodsaredispatchedwithin24hoursofyourorderreachingus.l订单到达我方订单到达我方2

35、4小时内发货。小时内发货。l3）迅速处理；迅速办妥；迅速完成）迅速处理；迅速办妥；迅速完成lHedispatchedtheyoungerplayerinstraightsets.l他连续几盘迅速击败了那位比他年轻的选手。他连续几盘迅速击败了那位比他年轻的选手。lwithdispatch迅速而有效迅速而有效36 dispatch36Letter 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 ladie

36、s 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.Nevertheless,we are still looking forward to your offer after six months.Yours sincerely,Cyrille Guiilot37Letter 6：A reply to Letter 537Letter 7：Product pr

37、omotion Dear Mr.James,Great interest was aroused17 at the recent Arts&Crafts product exhibition in Beijing by the largest carpet manufacture in China.Numerous enquiries and orders have also come for the beautiful hand-woven carpets.The carpets are preferred for the following:Appearance18:elegant des

38、igns with different sizes cater for19 the customers needs.Prices:superb quality with prices much lower than20 those from other sources21.Comfort:carpets are made from wool and silk,so they are giving the feeling of natural warmth and comfort.38Letter 7：Product promotion38 You will be interested to n

39、ote 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 more countries in the near future.We are glad to enclose our illustrated catalogue,and will send you our best quotation as

40、 soon as we hear from you.Sincerely yours,Jerry 3939l arousel1）唤起，引起（反应或态度）唤起，引起（反应或态度）l.thedeeppublicangeryouhavearoused.你所激起你所激起的强烈公愤的强烈公愤l2）激起（感情或直觉）激起（感情或直觉lHearousedhermotheringinstincts.l他激发了她母性的本能。他激发了她母性的本能。40 arouse40lcarpetln.地毯；地毯；地毯状覆盖物；地毯状覆盖物；（装在飞机上的）雷达电子干（装在飞机上的）雷达电子干扰仪扰仪lvt.在在上铺地毯；上铺地

41、毯；把地毯铺在把地毯铺在上；上；斥责斥责lonthecarpetl1.被训斥：处于被一权威人士训斥的状况被训斥：处于被一权威人士训斥的状况lwascalledonthecarpetforcheating.l因蒙骗被叫去训斥因蒙骗被叫去训斥l2.在讨论中，在考虑中在讨论中，在考虑中lSeveralimportantmatterswillbeonthecarpetattodaysmeeting.l几个重要的问题要求在今天的会议上讨论几个重要的问题要求在今天的会议上讨论41 carpet 41l come for 向向冲去；冲去；来取；来取；来找；来找；来接来接lLottewasgettingrea

42、dytofightiftheycameforher.l如果他们来抓她，洛特准备要反抗。如果他们来抓她，洛特准备要反抗。42 come for 向冲去；来取；来找；来接 42lcater满足需要，适合；满足需要，适合；投合，迎合投合，迎合lcatertosb/sth满足需要；迎合lTheyonlypublishnovelswhichcatertothemass-market.l他们只出版迎合大众市场的小说。他们只出版迎合大众市场的小说。lcaterforsb/sth 43 cater 满足需要，适合；投合，迎合43lsourcel根源；根源；源头，水源；源头，水源；原因；原因；提供消息的人提供消

43、息的人latsource在源头在源头lreductionofpollutionatsource.l在源头上减少污染。在源头上减少污染。44 source44lwarmthl1）温度）温度;温暖温暖;热度热度lJunehadbroughtwithitthefirstofthesummerwarmth.l六月带来了夏日的第一缕热气。六月带来了夏日的第一缕热气。l2）热情）热情;亲切；友好亲切；友好lHegreetedusbothwithwarmthandaffection.l他热情且友好地迎接了我们俩。他热情且友好地迎接了我们俩。45 warmth45Letter 8：A reply to Let

44、ter 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 feature.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 detaile

45、d requirements.Kindly confirm acceptance of our order by return.Yours sincerely,James46Letter 8：A reply to Letter 746Notes to the specimen lettersl1.to take the liberty of doing 冒昧地做某事冒昧地做某事l2.under separate air shipment另航空邮寄另航空邮寄l3.on a trial basis试用阶段试用阶段l4.repeat order追加订货追加订货l5.feel sure确信确信pare

46、 favorably with比比好好l7.make产品出处，牌子产品出处，牌子l8.push the sales推销推销l9.be prepared to do 能够并愿意做某事能够并愿意做某事l10.give a discount给某人给某人的折扣的折扣47Notes to the specimen letters4l11.find a ready sale畅销畅销l12.give an order对对订购订购l13.on the understanding that 在在条件下条件下l14.in duplicate一式两份一式两份l15.made of selected fabrics

47、and deliberately designed,cut,stitched and trimmed精选衣料，精心设计、剪裁和制作。精选衣料，精心设计、剪裁和制作。l16.make quotations报价报价l17.arouse great interest引起极大的兴趣引起极大的兴趣l18.appearance外观外观l19.cater for满足满足l20.superb quality with prices much lower物美价廉物美价廉l21.those from other sources其他货源的同类产品其他货源的同类产品 4811.find a ready sale畅销4

48、87.4 Focal Words（焦点词汇）（焦点词汇）chargev.收费，索要，把收费，索要，把记帐，使承担，指控，使充满记帐，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，负荷费用，掌管，责任，指控，负荷Samples will be sent free of charge.The manager assumes full charge of the busi

49、ness.chargeable:adj.可以控诉的，应付费的，应由某人负责的可以控诉的，应付费的，应由某人负责的These expenses are chargeable on him.497.4 Focal Words（焦点词汇）charge49concernv.涉及，使关心涉及，使关心This negotiation is concerned with the payment terms.The businessman is concerned for the discount.n.利害关系，关心利害关系，关心It is a matter of utmost concern.He has

50、shown his concern for the quality.concerned:adj.有关的，关切的有关的，关切的All parties concerned should attend the meeting.concerning:prep.关于关于Please inform me concerning this matter.50concern50drawv.抽出，汲取，开立（票据），草拟抽出，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

51、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，平局抽签，有吸引力的事物，平局This business is a great draw.The game ended in a draw.drawee:n.受票人，汇票付款人受票人，汇票付款人drawer:n.抽屉，开票人，汇票发票人抽屉，开票人，汇票发票人51draw51payv.支付，有利支付，有利 How much do you pay for it?It will pay to do that business

52、.n.工资，薪金工资，薪金 equal pay for equal workpayment:n.支付，付款支付，付款 Both sides have agreed on the payment terms.payable:adj.可付的，应付的可付的，应付的payer:n.付款人付款人payee:n.收款人收款人52pay52stipulatev.规定，订定规定，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，项目规定，条款，项目The transaction is settled down with the stipulation of direct shipment.53stipulate53