實用商務英語 促銷手段

3　促銷手段

你將聽到的

樣品促銷

We'll send them to you for your test and criticism.

推薦促銷

We have pleasure in recommending to you the following goods.

通知有活動

We are having a promotion this week.

心理鼓動

We hope that you'll take this opportunity.

巧舌如簧

You are so lucky. They are on sale today. It costs only 180 Yuan.

你也許會說

分期付款

A widely used promotion method by local retailers is to provide interestfree payment by installment.

運用手段

In order to promote the sales, businessmen use various promotions.

絞盡腦汁

We racked our brains to keep promotion costs to a minimum.

職場心經(jīng)

對廠家而言，在推出一種新產(chǎn)品的同時，必須通過各種方式大力促銷，讓顧客了解產(chǎn)品的性能、以及與眾不同的特質。

促銷之前，推銷人員必須對本公司的產(chǎn)品有一個徹底的了解，包括產(chǎn)品質量、特性、保質期、使用方法、與同類產(chǎn)品相比較的優(yōu)勢等，這樣才可以在顧客詢問時做出滿意的答復。在推銷過程中，要保持熱情的態(tài)度、耐心的服務以及優(yōu)秀的專業(yè)素質。

一般情況下，推銷產(chǎn)品必須先引起潛在客戶的注意，使他們對該產(chǎn)品感興趣進而使他們產(chǎn)生購買的欲望，最后建議他們立即采取行動。

必備的詞匯熱身

●　percent [p??sent] n.百分比

●　calculate [?k?lkjuleit] v.計算

●　discount [?diskaunt] n.折扣

●　reduce [ri?dju:s] v.減少

●　low [l?u] adj.低的

●　identical [ai?dentik?l] adj.相同的

●　netizen [?netiz?n] n.網(wǎng)民

●　instead of 代替；而不用

當提到促銷手段的時候你會聽到

We'll send them to you for your test and criticism.

我們將把樣品寄給您測試。

We have pleasure in recommending to you the following goods.

我們很高興推薦以下的商品給你們。

We are having a promotion this week.

我們本周搞促銷。

We hope that you'll take this opportunity.

希望你們能把握這次機會。

You are so lucky. They are on sale today. It costs only 180 Yuan.

您真走運。今天正好在促銷。只要180元。

I'm afraid we can't pay for your sales promotion.

我們恐怕不能負擔你們的促銷費用。

The salesman covered the northern part of the country.

該推銷員負責在該國北部地區(qū)促銷。

當提到促銷手段的時候你會說

1．A widely used promotion method by local retailers is to provide interest-free payment by installment.

當?shù)厣碳掖黉N手段通常是分期付款，不收利息。

2．In order to promote the sales, businessmen use various promotions.

為了促進銷量，商家們運用了各種手段。

3．Although sending text messages is wide, the effect isn't good, just a means to promote it.

發(fā)短信范圍廣，但其實效果也不算大，只是個促銷手段吧。

4．We racked our brains to keep promotion costs to a minimum.

我們絞盡腦汁，把促銷成本降至最小。

5．Collect the competitor's information of advertising and promotion.

收集競爭對手廣告投放情況和促銷信息。

6．Really? Do you know other ways of special marketing?

真的嗎？你知道其他有趣的促銷方法嗎？

7．It can work in conjunction with sales and promotional activities to clinch a deal.

它與銷售與促銷兩項工作結合起來招攬生意。

拓展學習

傳統(tǒng)促銷

A：How did you do your promotion before?

你們之前用了什么促銷手段？

B：Especially faced the consumers' murky desire of auto purchase, the price preferential benefit was still the most effective promotion method.

尤其是面對消費者低迷的購車欲望，價格優(yōu)惠仍然是最見效的促銷手段。

The traditional promotion method has the personnel to sell, the advertisement sales promotion, business sales promotion and the special sales promotion and so on.

傳統(tǒng)的促銷手段有人員推銷、廣告推銷、營業(yè)推銷和特種推銷等。

There are a lot of ways to push sale in U.S.A., for example, try to make yourself known by TV ads.

在美國有好多促銷手段，如可以通過電視廣告來提高你們的知名度。

Industry experts warned consumers to be cautious home, do not let your marketing impact means objective assessment.

業(yè)內專家提醒消費者，置業(yè)須謹慎，不要讓促銷手段影響您的客觀評價。

effective和efficient都可以表示有效的，它們的用法如下：

effective adj. producing the desired result產(chǎn)生預期結果的，有效的。普通用語，使用的范圍最廣，可以用于物、法律等，也可用來指人。指物時，表示能產(chǎn)生優(yōu)良效果，給人以深刻印象。指法律時，表示生效、實行。指人時，表示實際的，現(xiàn)行的。After the government had taken some effective measures, prices began to level off.政府采取了一些有效措施后，物價開始穩(wěn)定了。

efficient adj. working well, quickly, and without waste有效的，效率高的。用于人時，指具有很強的工作能力和效率；用于物時，指不浪費、效率高。He is a quick, efficient boss.他是一個勤快、效率高的老板。

大血本促銷

A：What big actions should you take?

你們能做點兒什么大行動呢？

B：This lost less than the past auction prices or purchase price to a common spaces such as marketing tool.

這和以往的期房降價或是購房送車位等常見的變相降價促銷手段相比，顯得實惠多了。

Discounts, gifts, etc. as a major means of promotion, and even the exhibitors have made "BMW sent home" slogan.

打折、贈送等成為主要促銷手段，甚至有參展商打出“買房送寶馬”的口號。

Cheap drugs pharmaciy's lower price, promotion of various means and styles, would lead to the common people rush to buy a lot of drugs.

平價藥房的藥品降價、降價、再降價，各種促銷手段層出不窮，自然會使一些老百姓趨之若鶩，購買大量的藥品。

To Qiujiao Hui, company executives found that the ads do not work all of a sudden, though Qiujiao Hui put in a 5500 yuan per square meter of Tiaolou Jia, still took home a duck.

不過到了秋交會前，公司老總發(fā)現(xiàn)，廣告突然不起作用了，雖然在秋交會上掛出了每平方米5500元的跳樓價，依然捧回了一個鴨蛋。

場景應用

為了將新產(chǎn)品更好地推向市場，公司準備了周全的促銷計劃。

A：Our new computer is due for release next month. I think we've finally worked the kinks out.

B：That's essential, since quality is the big picture of the ad campaign. The computers must work really well if they're going to be the cash cow we're hoping for.

A：Let's go over our promotion plans again.

B：OK. We have six major retailers running demonstrations at most branches. And our exhibition team is already on the road setting up for computer shows.

A：Good. What about print and radio?

B：We've taken out full-page ads with two large trade magazines. And more important, our press releases have been well received.

A：Any other ads?

B：Yes. We're putting full-page ads in the Sunday edition of three major newspapers.

A：Sounds perfect.

A：我們新款的電腦預定在下個月上市。我想我們終于把所有的瑣碎問題都解決掉了。

B：那很重要，因為品質是這次廣告的主打重點。這些電腦必須要真的很好用，那樣才能成為我們所期待的搖錢樹。

A：我們再把促銷計劃看一遍。

B：好的。我們有六家重點零售商在大部分的分店進行現(xiàn)場展示，而且我們的參展團隊已經(jīng)準備好參加各個計算機展了。

A：很好。那么平面媒體和廣播呢？

B：我們已經(jīng)在兩家大型商業(yè)雜志上刊登了全版廣告。更重要的是，我們的新聞稿反應良好。

A：還有其他廣告嗎？

B：有的。我們會在三家主流報紙的周日版刊登全頁廣告。

A：聽起來很周全。

* * *

picture本義是“圖畫，照片”，但是不能望文生義地將big picture理解為“大照片，大圖畫”的意思。Big picture有兩層意思：一是“全局，大局”。若是說He can see the big picture.代表此人并非單單著眼于眼前的蠅頭小利，而是可以綜觀全局，放眼未來，仍有長期規(guī)劃的能力；二是可以理解為“（事情的）主要部分，重點”。如果你有什么重要事情或者問題要講的時候，不妨用用這個句子：Let's concentrate on big pictures.保證別人對你另眼相看。

* * *

公司的銷售額一直在下降，這可把大家愁懷了。機警的約翰提議在網(wǎng)上促銷，這很快引起了領導的重視。

A：Sales in the last two months have been down; I can hardly imagine what would turn out if things go on deteriorating in this way. Is there anything wrong with our sales strategies?

B：Actually, people are becoming more cautious with their money and consumption since the economic situation is not that optimistic now. I heard a lot of my friends working in other companies complaining about the constant dropping of the sales volumes.

A：Then what should we do? We have to do something right?

B：Why not try the cyber promotion?

A：I am confused.

B：Okay, I'll put it in another way. Why not do some promotion on the internet.

A：That sounds quite interesting.

B：The number of the netizens in China has been growing all the time..

A：I know this.

B：Actually, in order to encourage visits to their websites, a lot of companies provide many opportunities for interaction. Reports show that, this is very efficient as well as effective.

A：Definitely we shall not miss this chance.

A：過去兩個月的銷售額下降了。真不敢想象，如果事情持續(xù)這樣惡化下去，會產(chǎn)生什么后果。是不是我們的銷售策略出現(xiàn)了問題？

B：事實上，由于現(xiàn)在的經(jīng)濟形勢不太樂觀，人們對于花錢消費更小心謹慎了。我聽許多在別的公司上班的朋友也在抱怨銷售額持續(xù)下降。

A：那我們該做點什么呢？我們必須采取些措施，對不對？

B：為什么不使用網(wǎng)絡促銷呢？

A：我沒聽明白。

B：好，我換一種方式跟你說。為什么不在網(wǎng)絡上做一些促銷活動呢？

A：聽起來挺有意思的。

B：中國的網(wǎng)民數(shù)量這些年一直在速度增加。

A：這一點我知道。

B：實際上，許多商家為了提高網(wǎng)頁的訪問量，都提供了許多互動的機會。調查報告顯示，這很有實效。

A：我們當然不能錯過這個機會。