商務(wù)英語基礎(chǔ)(下) Unit 23 Marketing Promotion

Unit23MarketingPromotionTaskTwoP:Hello?S:Goodafternoon,mynameisStevenandI’mcallingonbehalfofSmythe&MorrisonFineFoods.我代表食品公司。IwaswonderingifwecoulddiscussyourChristmasfoodneeds?我在想我們是否能討論你方圣誕節(jié)的食品需要？P:Oh,ifitwon’ttaketoolong.Allrightthen.如果不會(huì)花費(fèi)太長(zhǎng)時(shí)間的話，那好吧。S:Well,areyoufamiliarwithourseasonalranges?你熟悉我們的圣誕季商品范圍嗎？We’vejustpublishedournewcatalogueforWinter2008.我們剛剛發(fā)布了我們2008年冬天的新目錄。Icanaddyoutoourmailinglisttoreceivethecataloguefreeofchargeifyou’dlike.如果你想,我可以添加你到我們的郵件列表接收免費(fèi)目錄。P:Oh,nothankyou.I’mslowunderwithcataloguesatthistimeofyear!每年的這個(gè)時(shí)候，在這些目錄之下我都會(huì)慢下來。S:Ok,noproblem.Ifyouwanttofindoutmoreyoucanalwaystakealookatourwebsiteat.如果你想了解更多你可以看看我們的網(wǎng)站。P:Oh,thanks.Imightjustdothat!我可能會(huì)那樣做。S:So…h(huán)owwillyoubespendingtheholidaysthisyear?那…你今天如何度過你的假期？P:Well,mydaughter’sbringingherchildren,andmysonandhispartnerwillbestayingtoo.我女兒會(huì)帶她的孩子們過來，我兒子和他女朋友也會(huì)來。S:Ah,family!Well,Iexpectyou‘llbeneedingtostockupontreatstokeepeverybodyhappy.我覺得你需要囤積食物來讓每個(gè)人都開心。Perhapsyou’dbeinterestedinoneofourFamilyFestivitieshampers.也許你會(huì)對(duì)我們的家庭歡慶食籃感興趣。Foronly￡69.99yougetaselectionofourfinestluxuryfoods.只要￡69.99就能得到我們最好奢侈食物的選擇。P:Oh,well,thatsoundsabitexpensive…這聽起來挺貴的…S:Oh,butforyouwhatyougetit’sanabsolutebargain!但對(duì)你來說，你能得到的是絕對(duì)超值的。Fivetypesofcheeses,jams,driedfruit,andourbestBelgianchocolates…it’dsuretolastyouages.五種奶酪、果醬、果脯,我們最好的比利時(shí)巧克力…老少皆宜。Plentyforeveryone!每個(gè)人都很多！Whynottreatthem?為什么不請(qǐng)他們吃呢？P:Hmmm…itdoessoundnice.聽起來不錯(cuò)呀。S:Andthere’sfreedelivery!還有包郵！Pluswe’llgiveyouanextra10%offyournextorder.加上我們會(huì)給你下個(gè)訂單額外打9折。P:Well,Okthen.I’llhavethefamilyone.我要個(gè)家庭裝。S:ThanksverymuchforshoppingwithSmytheandMorrison,andIhopeyouhaveawonderfulChristmas!非常感謝你在SmytheandMorrison購(gòu)物，希望你度過一個(gè)美好的圣誕節(jié)。P:Ok,thanks,bye!S:Byenow.Thefollowingmaybeuseful:CanIspeakto…,please?請(qǐng)問我可以跟……講話嗎？I’mcallingtoaskyou….我打電話是想問你…Areyouinterestedinadvertising…?你對(duì)……廣告感興趣呢？Couldyougivemeaspecialrate…?你能給我一個(gè)特殊的價(jià)格嗎?SalesPromotionSalespromotionistheaspectofmarketingconcernedwithincreasingsales.促銷是營(yíng)銷方面關(guān)與增加銷售的。Itattemptstopersuadeandinfluencethecustomer’sattitudeinvariousways.它試圖以各種方式來說服顧客和影響顧客的態(tài)度。Itisorientedtowardproducingacustomerfortheproductratherthanaproductforthecustomer.其目的是為產(chǎn)品找到顧客，而不是為顧客找到產(chǎn)品。Threemainpromotionalactivitiesareadvertising,personalselling,andsalespromotion.主要三個(gè)促銷活動(dòng)有廣告、個(gè)人銷售和促銷。Advertisingisanon-personalpresentationofgoods,services,orideasaimedatmassaudience.廣告宣傳是面向大眾，對(duì)商品、服務(wù)或者觀念進(jìn)行的展示，它并不針對(duì)特定人群。Itisparticularlysuitedforproductsthatarewidelydistributed,suchasconveniencegoods.它特別適合于那些被廣泛銷售的產(chǎn)品諸如方便商品。

Adifferentmarketsituationrequiresadifferentmethodofpromotion.不同的市場(chǎng)情況要求不同的促銷方法。Whenamarketissaturated,itmeansthattherearenonewcustomerstobefound.當(dāng)市場(chǎng)飽和了，就意味著找不到新的客戶。Toincreasemarketshare,themarketingdepartmentofacompanymustdesignatotalprogramofpromotionforaparticularproduct.為了增加市場(chǎng)份額，公司的營(yíng)銷部門必須設(shè)計(jì)一個(gè)完整的促銷方案。Suchaprogrammayinvolveincreasedadvertisingtoremindcustomersofthenameoftheproduct.這樣的一個(gè)項(xiàng)目可能包括增加廣告提醒客戶的產(chǎn)品的名稱。Salespromotionmayincludecontests,coupons,andpricediscounting.促銷可能包括競(jìng)賽、優(yōu)惠券和折扣。ThekeytothepracticeⅠ.F,T,T,F,TⅢ.1.f2.d3.b4.e5.h6.c7.a8.gⅣ.1.advertising2.coupon3.lure4.market5.audienceⅤ.1.salespromotion2.attemptto3.beorientedtoward4.massaudience5.bebestsuitedfor6.saturated7.salespromotion8.CouponⅧ.1.人員銷售，是一種銷售及建立業(yè)務(wù)關(guān)系為目的的個(gè)人表現(xiàn)。2.廣告宣傳是在地理上分散的達(dá)到眾多消費(fèi)者。3.營(yíng)銷組合有四個(gè)被稱為“四原則”的變量組成：產(chǎn)品、價(jià)格、渠道和促銷。4.計(jì)劃有效競(jìng)爭(zhēng)的市場(chǎng)策略，公司需要找出所有可能的競(jìng)爭(zhēng)者。5.它必須不斷地比較產(chǎn)品、價(jià)格、渠道和促銷與那些接近的競(jìng)爭(zhēng)者。Ⅸ.A,B,C,C,D,BⅥ.1.OurproductsaredisplayedinStandB22whereyouwillfindmeduringofficehour.2.WecanassureyouthatthesesuitingareverypopularintheFar-EastMarketwherewehavehadmuchexperience.3.CanyousparemeafewminuteswhenIcangiveyouaproductdemonstration