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1、Unit 3: Sales,学习目标,了解国际贸易中产品推销的基本知识; 掌握国际贸易推销信函的主要内容、写作要点及常用表达； 能够根据有关商务素材熟练撰写推销信函。,本讲内容,Section 1: Introduction Section 2: Specimen letters Section 3: Some Useful Expressions,Section 1: Introduction,推销函在国际贸易中的意义 推销函的主要内容 撰写推销信函时的注意事项,Section 1: Introduction,推销函在国际贸易中的意义 打破了国家间距离的限制 节省了费用 能最大限度的开发客户
2、,Section 1: Introduction,推销函的主要内容 介绍所推销的产品，使对方了解并对该产品产生兴趣； 进行商品比较，体现本产品的优势，进一步激发对方的兴趣； 给予对方一定的优惠条件，表明对方可以从中获益，引起对方最终的购买行为。,Section 1: Introduction,撰写推销信函时的注意事项 1. 推销信函尽可能简短，否则会给人以负担; 2. 信函一开头就要能引起读者兴趣； 3. 推销信函的口吻要有亲切感，多使用敬称.,Section 1: Introduction,4. 在介绍产品或服务的特征、优势、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
3、以不实的感觉； 5. 要使对方明了能从你所推荐的产品或服务中受益。,Section 2: Specimen letters,Letter 3.1 An exporter writes to promote a new product Letter 3.2 A seller writes to promote the new products Letter 3.3 A seller writes to promotes the toys by offering special discounts Letter 3.4 A letter introducing some clothes to th
4、e potential buyers Letter 3.5 The seller introduces the goods to the potential buyer,Section 2: Specimen letters,Letter3.1 An exporter writes to promote a new product Dear Sirs， We are sure that you would be interested in the new “Spring flower” Vacuum Cleaner，which is to be placed on the market soo
5、n. Most of the good points of the earlier types have been incorporated into this machine，which possesses, besides, several novel features that have been perfected by years of scientific research.,Section 2: Specimen letters,You will find that a special contrivance enables it to run on slightly more
6、than half the current required by machines of equal capability. Further, more than half of the working parts are readily interchangeable and, in the event of their being damaged, they are thus easy to replace.,Section 2: Specimen letters,The special advantages it offers will make it a quick-selling
7、line, and we are ready also to co-operate with you, by launching a national advertising campaign. Moreover, we are ready to assist to the extent of half the cost of any local advertising. Bearing in mind the rapid turnover that is likely to result, you will agree that the 5 percent commission we are
8、 prepared to offer you is extremely generous.,Section 2: Specimen letters,You will find enclosed leaflets describing this Vacuum Cleaner and we look forward to your agreeing to handle our product as the sole agent in your district. Yours faithfully, (Signature),Section 2: Specimen letters,Notes Vacu
9、um Cleaner 真空吸尘器 novel adj. 新奇的、异常的 contrivance n. 发明物，(尤指)机械装置 slightly adv. 轻微地、些微地 current n. 电流 readily adv. 容易地,Section 2: Specimen letters,interchangeable adj. 可替换的、可互换的 in the event of 如果发生、万一发生 quick-selling 畅销的 launch vt. 发起、发动 advertising campaign 广告活动 sole agent 独家代理,Section 2: Specimen l
10、etters,Letter 3.2 A seller writes to promote the new products Dear Sirs， Last year we achieved a 30% increase in the sales of our businessmens suits. We believe that this happy state of affairs can be attributed to two causes. First, we managed to avoid passing on any part of our increased manufactu
11、ring costs. Second, we believe our designs and colors are the most attractive that we have ever produced.,Section 2: Specimen letters,And so we are happy to be able to tell you that our new seasons suit are, if anything, more attractive than last years and our prices will compare very favorably with
12、 those of any our competitors. We believe that you will agree that our samples prove the truth of our claims.,Section 2: Specimen letters,We look forward to an even larger order than the one you favored us with last year. Yours Faithfully, (Signature),Section 2: Specimen letters,Notes increase in 在方
13、面增长 businessmens suits 西装 state of affairs 事态、情势 be attributed to 把某事归因于,Section 2: Specimen letters,passing on 传递 manufacturing costs 制造成本 compare with 与作比较 competitor 竞争者,Section 2: Specimen letters,Letter 3.3 A seller writes to promotes the toys by offering special discounts Dear Sirs， We learn f
14、rom your ambassador in Bangkok that you are looking for new idea in toys and we feel we may be able to help you.,Section 2: Specimen letters,We have recently bought on very favorable terms the entire stock of plastic toys of the company whose catalogue is enclosed, and are therefore able to offer a
15、wild range of this companys toys at very low prices. Most of the items listed are in stock and we are prepared to offer them to you at the special discount rate of 60% off catalogue prices on orders received by the end of this month for items then in stock.,Section 2: Specimen letters,We think you w
16、ill also be interested in our own catalogue of mechanical toys and enclose a copy. From the price listed we would allow you a special discount of 10% over and above our normal trade discount of 30%. We would, however, stress that these special terms, like those for unsold stock of plastic toys, are open only until 30th June. For all orders received after that date prices will be 10% higher than those we are now offering. All prices stated a
