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1、Chapter 6 Sales Promotion,,Structure,Business knowledge The Study of Letters Case 1 Case 2 Case 3 Letter-writing Guide Case 4 Homework,,The Purpose of Writing Sales Letters,to expand business by selling a particular kind of goods or service to selected types of customers. persuade the readers to buy
2、 what you are trying to sell.,,A sales letter should have the following two factors,(1) Offer the information about products. (2) Arouse interest and stimulate desire for buying.,,AIDA,(1) catch the readers Attention, (2) arouse their Interest, (3) stimulate their Desire, (4) induce their Action of
3、purchase.,,Case 1,浙江广博集团股份有限公司是一家集办公文具、印刷纸品、塑胶制品和进出口贸易为一体的现代企业集团，是中国最具竞争力的文具供应商之一。广博公司计划进入美国办公用品市场，制定的战略就是“借道”沃尔玛这一全球最大的跨国零售企业打入美国市场。为此，该公司外贸部与沃尔玛进行接洽，以促销信的方式推介其最新产品“中国红”高级系列相册，由此走出“分食”美国市场“蛋糕”的重要一步。,Key points,办公文具进出口贸易 以促销信的方式,,Useful Expressions,modern enterprise group engage in new and high-tech
4、 enterprise Chinese Famous Trademark,现代企业集团 从事，经营 高新技术企业 中国驰名商标,,Useful Expressions,5. inform 6. high-grade photo album 7. redound your credit 8. have a good market 9. dealer in this line,告知,通知 高级相册 增加你方的信誉 畅销，销路好 此类商品的经销商,,Useful Sentences,1. We are a modern enterprise group that mainly engages in
5、2. We have become one of the most competitive suppliers of stationeries. 3. Our company gained such honors successively as 4. ABC company has informed us that you are searching for ,,Useful Sentences,5. Our lines reach a standard sufficiently high to redound your credit. 6. They already have a good
6、market in 7. Dealers in this line have reaped gratifying profits. 8. We enclose a catalogue of the goods for your reference.,,Guangbo Group Co., Ltd. 501Youngor Ave., Ningbo 315000, China May 25, 2006 Wal-Mart Stores, Inc. Bentonville, Arkansas 72716-8611 U.S.A. Dear Sir, We are a modern enterprise
7、group, mainly engaged in,Letter 1 Introducing of Fashion Photo Album,,the office stationery, printing paper product, plastic product as well as import/export trading. As a new and high-tech enterprise, we have become one of the Top 500 private enterprises and one of the most competitive suppliers of
8、 stationeries in China. Our company gained such honors successively as Chinese Famous Trademark, China Top 10 Stationery Brands,Letter 1 Introducing of Fashion Photo Album,,and the First Paper Stationery Licensee of 2008 Beijing Olympic Games. OfficeMax Inc. has informed us that you are searching fo
9、r high-grade photo albums to be shipped to America, and wed like to offer you our “China Red” series which reach a standard sufficiently high to redound your credit.,Letter 1 Introducing of Fashion Photo Album,,“China Red” brand photo albums are exclusively made from high quality paper and plastic,
10、which has unique qualities giving natural comfort with proper elasticity and soft feeling. They already have a good market in South-east Asia and Europe. Dealers in this line have reaped gratifying profits, and we have no doubt that you will also be able to share the success.,Letter 1 Introducing of
11、 Fashion Photo Album,,We enclose a set of literature for your reference and look forward to your early reply. Yours faithfully, Zhang Qiang Manager of Foreign Trade Dept.,Letter 1 Introducing of Fashion Photo Album,,1. Top 500 private enterprises 民营企业500强 2. successively: adv.接连; 相继 3. licensee n.获许
12、可的人, 领到执照的人 4. OfficeMax Inc: is an office supplies retailer founded in 1988 and headquartered in Naperville, Illinois. It is the third-largest office supplies retailer in the USA, behind Staples and Office Depot.,Notes to Letter 1,,5. inform v. 告知，通知 基本句型是: inform sb. of sth. 和 inform sb. + 宾语从句。 e
13、.g. Please inform us what quantity you can supply every year. 请告知你方每年可供数量。 We shall inform you of the date of sailing. 我们将通知你方开航日期。,Notes to Letter 1,,6. high-grade: of superior grade or quality 高级的 7. photo album 相册 8. reach a standard: come up to the standard,Notes to Letter 1,,9. redound your cre
14、dit 增加你方的信誉 redound 为正式用语，指“促进，有助于”。 10. giving natural comfort with proper elasticity and soft feeling （这种相册）弹力适中，手感柔软，给人以自然的舒适感 现在分词短语在本句作定语修饰前面的 unique qualities。,Notes to Letter 1,,11. have a good market 畅销，销路好（sell well） 比较： find a market 找到销路 in the market for 有意购买 come to the market 上市 develo
15、p a market 开发市场 12. Dealers in this line 该商品的经销商,Notes to Letter 1,,line在本文中指一类商品或货品。line 在外贸英语信函中也可作“行业”解。 e.g. They have been for many years in the chemical line. 他们已从事化工行业多年。 13. reap profits: 获得利润,Notes to Letter 1,,14. a set of literature 一套产品说明书 literature在外贸英语信函中常指商品说明书之类的印刷品、有文字说明的商品资料。,Notes to Letter 1,,Case 2,广
