世纪商务英语阅读专业篇Iunit

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1、CENTURY BUSINESS ENGLISH世纪商务英语世纪商务英语 阅读教程阅读教程 （专业篇（专业篇I） 第四版第四版大连理工大学出版社大连理工大学出版社UNIT 5Sales and Promotion4Unit Introduction TEXT ATEXT BWords and Expressions5-1Unit Introduction Sales refer to the process of selling the products and promotion involves spreading information about a product, product

2、line, brand or company. How do businessmen sell goods to customers? This unit will give you an answer to this question. There are 8 tasks designed for you in this unit. These tasks and the three texts will help you understand sales and promotion and the definition and the techniques of sales promoti

3、on as well as personal selling.Do you know the following words and expressions which are related to sales and promotion? If you are not sure about the meanings of them, do Task 1 before you look them up in the dictionary.5-1Professional Words & Expressionsretailerallowancetrade dealcorporate imagere

4、sellerstimulatesales forcerational appealleadwholesalerpush moneypoint of salevoucherapproachdump binpromotional mixleverageformulatrade?incontinuity programprospectcoupondeal loaderbrand equityclosinghard-sellself-liquidating5-2Task 1Match the words and phrases in Column A with the definitions in C

5、olumn B. After you have finished, use a dictionary to check whether your matches are correct or not.A. a method of buying something by giving a used item as part of the payment for a new oneB. a small piece of printed paper that you can exchange for something or that gives you the right to buy somet

6、hing at a cheaper price than normalC. a group of people who are organized to sell goods5-2Task 1D. a type of advertising which focuses on the customers practical, functional or utilitarian need for the product or serviceE. the marketing effects or outcomes that accrue to a product with its brand nam

7、eF. an aggressive insistent technique of sellingG. to exert power or influence onH. discountI. to make a search; to seek5-2Task 1J. a company or individual that purchases goods or services with the intention of reselling them rather than consuming or using themK. involving goods convertible into cas

8、h in a short timeL. cash paid to salespeople as a bonus when they sell specific items of merchandise. It may be paid by the manufacturer or the retailer5-2Task 1M.a way of promoting your services as well as making some money by providing people with relevant and fresh informationN.a businesss total

9、marketing communications programO. a person or business that sells goods to the publicDefinition 5-2Task 11. retailer2. hard sell3. coupon4. promotional mix5. brand equity6. self-liquidating7. rational appealOFBNEKD5-2Task 18. push money9. continuity program10. trade-in11. leverage12. allowance13. r

10、eseller14. sales force15. prospectLMAGHJCI5-2Text AText A offers you a general idea about sales promotion. By reading this text, you will understand what sales promotion is, what sales promotion is used for, why and how sales promotion should be used, and how many types of sales promotion there are.

11、5-2Text ARemember the reading technique of skimming. It means to read very quickly, not reading for details but for the general ideas. Skimming should naturally become the first first step to any kind of reading you do. Now skim Text A. You are supposed to read the title, the headings, the first and

12、 the last sentences of each paragraph, and the special prints. Dont read for details. After skimming, try to do Task 2 at the end of the text. 5-2Text ASales Promotion 1 Promotion is one of the four aspects of marketing. It involves spreading information about a product， product line, brand or compa

13、ny. Promotion comprises four categories. 定义定义市场营销有四种常规手段，推广是其中的市场营销有四种常规手段，推广是其中的一个手段。推广所做的事情是传播有关某一个手段。推广所做的事情是传播有关某类产品、产品系列、品牌或公司的信息。类产品、产品系列、品牌或公司的信息。 翻译5-2Text AThey are advertising, personal selling， sales promotion and public relations. These four categories make a promotional mix or promotion

14、al plan. A promotional mix how much attention to pay to each of the four categories and how much money to spend for each. 推广又由四个部分组成。这四个部分是：推广又由四个部分组成。这四个部分是：广告，推销，促销，以及公共关系。它们广告，推销，促销，以及公共关系。它们一起构成推广组合或推广计划。推广组合一起构成推广组合或推广计划。推广组合需要明确两个内容：一是四类手段孰轻孰需要明确两个内容：一是四类手段孰轻孰重，二是在四类手段的费用方面孰多孰少。重，二是在四类手段的费用方面孰

15、多孰少。 翻译specifiesspecifies 说明说明5-2Text A A promotional mix can have a wide range of objectives. They include sales increases, new product acceptance, creation of brand equity,2 positioning actions against competitors or creation of a corporate image.3 推广组合要达到的目标可以有很多。这些推广组合要达到的目标可以有很多。这些目标可以是增加销量、使消费

16、者接受新的目标可以是增加销量、使消费者接受新的产品、创造品牌价值、定位市场、采取针产品、创造品牌价值、定位市场、采取针对竞争者的各种行动或建立企业形象等等。对竞争者的各种行动或建立企业形象等等。 翻译5-2Text A2 Sales promotion is defined as media and non?media marketing attempt at persuasion.4 It is used for a and limited period of time to stimulate trial, increase consumer demand, or improve prod

17、uct quality. 所谓促销，是一种借助媒体和媒体以外的所谓促销，是一种借助媒体和媒体以外的手段劝导消费者购物或（和）享用某种服手段劝导消费者购物或（和）享用某种服务的营销手段。它被用来在预先定好的有务的营销手段。它被用来在预先定好的有限的一段时间里达到刺激消费者试用某种限的一段时间里达到刺激消费者试用某种产品或服务、增加消费需求或提高产品质产品或服务、增加消费需求或提高产品质量的目的。量的目的。 翻译predeterminedpredetermined 预先确定的预先确定的5-2Text AEffective sales promotion increases the basic va

18、lue of a product for a limited time and directly stimulates consumer purchasing, selling effectiveness, or the effort of the sales force.5 Sales promotion can be used to inform, persuade, and remind target customers about the business and its marketing mix. 有效的促销可以在有限时间里提升产品的基本价有效的促销可以在有限时间里提升产品的基本价

19、值，同时，也可以直接激起消费者当场购买的欲值，同时，也可以直接激起消费者当场购买的欲望、提升销售业绩或激发销售队伍的工作热情。望、提升销售业绩或激发销售队伍的工作热情。促销可以用来向目标消费者提供信息、劝导目标促销可以用来向目标消费者提供信息、劝导目标消费者、以及提醒目标消费者注意本企业及其各消费者、以及提醒目标消费者注意本企业及其各种营销活动。种营销活动。翻译5-2Text APurposes of Sales Promotion3 Businesses can target sales promotion at three different : Consumers, resellers,

20、 and the companys own sales force. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another. 促销的目的促销的目的企业可以将促销的目标受众分为不同的三企业可以将促销的目标受众分为不同的三类，即消费者，批发商和零售商，以及企类，即消费者，批发商和零售商，以及企业自己的销售队伍。促销是一种竞争的武业自己的销售队伍。促销是一种竞争的

21、武器：它通过提供附加的、用来激励的东西器：它通过提供附加的、用来激励的东西使目标受众购买或支持此品牌而非彼品牌。使目标受众购买或支持此品牌而非彼品牌。 翻译audiencesaudiences 观众观众5-2Text AIt is particularly effective in encouraging product trial and unplanned purchases. Most marketers believe that a given product or service has an established perceived price or value, and the

22、y use sales promotion to change this price-value relationship by increasing the value and/or lowering the price. 促销在鼓励消费者试用产品和临时做出购买决定方促销在鼓励消费者试用产品和临时做出购买决定方面尤其有效。大多数市场营销人员认为，任何一种面尤其有效。大多数市场营销人员认为，任何一种产品或服务在消费者心目中已确定了其价格或价值；产品或服务在消费者心目中已确定了其价格或价值；市场营销人员在促销过程中运用提高价值和（或）市场营销人员在促销过程中运用提高价值和（或）降低价格的手段来改

23、变这种价格与价值的关系。降低价格的手段来改变这种价格与价值的关系。 翻译5-2Text ACompared to the other of the marketing mix, sales promotion usually operates on a shorter timeline, uses a more rational appeal,6 returns a tangible or real value, encourages an immediate sale, and contributes highly to profitability.与与营营销销推推广广组组合合中中的的其其他

24、他手手段段相相比比，促促销销通通常常是是比比较较短短期期的的行行为为，它它使使用用更更加加理理性性的的诉诉求求，因因它它而而产产生生的的回回报报是是看看得得见见摸摸得得着着或或者者说说是是实实实实在在在在的的价价值值，它它鼓鼓励励即即时时销售，它对赢利有极大的促进作用。销售，它对赢利有极大的促进作用。翻译componentscomponent 组成部分组成部分5-2Text ASales Promotion as a Strategy4 Sales promotion is an important component of a small business marketing strateg

25、y. In determining the relative importance to place on sales promotion in the overall marketing mix, a small business should consider its marketing budget, the stage of the product in its life cycle, the nature of competition in the market, the target of the promotion, and the nature of the product.

26、作为战略手段的促销作为战略手段的促销对于小型企业来说对于小型企业来说,促销在整体营销战略中，是很重要的一个促销在整体营销战略中，是很重要的一个部分。小型企业在决定运用整个营销推广组合时将重点放在部分。小型企业在决定运用整个营销推广组合时将重点放在促销方面，应该考虑营销推广的预算、产品在其生命周期中促销方面，应该考虑营销推广的预算、产品在其生命周期中所处阶段、面临什么样的市场竞争、向谁推广以及推广的是所处阶段、面临什么样的市场竞争、向谁推广以及推广的是什么样的产品。什么样的产品。 翻译overalloverall 总的总的5-2Text AFor example, sales promotion

27、 and direct mail are particularly attractive alternatives when the marketing budget is limited, as it is for many small businesses. In addition, sales promotion can be an effective tool in a highly competitive market, when the objective is to convince retailers to carry a product or influence consum

28、ers to select it over those of competitors. 比如，当营销预算有限时（这是许多小型企业面临的问题），促销和直接邮购就成了特别诱人的选择。此外，在竞争特别激烈的市场，如果你的目标是说服零售商出售某个产品，或者，影响消费者去选择某个产品而不选择竞争对手的产品，促销可以是一种有效的竞争手段。 翻译5-2Text ASimilarly, sales promotion is often used in the growth and maturity stages of the product life cycle to stimulate consumers

29、and resellers to choose that product over the competitorsrather than in the introduction stage, when mass advertising to build awareness might be more important. 同样，促销手段经常用于产品成长期和成熟期，目的是促使消费者、零售商和批发商选用自己的而不是竞争对手的产品；产品进入市场的时期，不使用促销手段，因为在此期间，为了建立产品的认知度，大量的广告更为重要。 翻译5-2Text AFinally, sales promotion te

30、nds to work best when it is applied to impulse items whose features can be judged at the point of purchase, rather than more complex, expensive items that might require hands-on demonstration.最后一点：当促销手段用于促销那些消费者可临时决定购买的商品时，其效果最佳，这是因为消费者在决定购买这类商品的那一刻就知道了它们的各种特性；促销手段不适用于结构复杂、价格昂贵的商品，这是因为这类商品可能还需要实际操作演

31、示。 翻译5-2Text ATypes of Sales Promotion5 There are two types of sales promotion: consumer sales promotion which is targeted at consumers and trade sales promotion which is directed at resellers, namely, retailers and wholesalers.促销类型促销类型促销有两种类型，一种针对消费者，另一种针促销有两种类型，一种针对消费者，另一种针对零售商和批发商。对零售商和批发商。翻译5-2T

32、ext A(1) Consumer Sales Promotion Techniques6 Techniques which are used in consumer sales promotion include such as price deals, contests, special events, premiums, continuity programs7 and sampling. 1.针对消费者促销的技巧针对消费者促销的技巧针对消费者促销的技巧有很多，如打折、组织针对消费者促销的技巧有很多，如打折、组织知识技能竞赛、赞助一些大型活动、返还部分知识技能竞赛、赞助一些大型活动、返还

33、部分现金、赠送代金券、免费送样品等。现金、赠送代金券、免费送样品等。 翻译5-2Text ATake special events for instance. There are a number of advantages to special events. First, events tend to attract people who have the same interest in the . Second, event sponsorship often builds support among employees and within the trade. 以赞助一些大型活动为

34、例，许多企业每年都要花重以赞助一些大型活动为例，许多企业每年都要花重金把自己的产品放到爵士乐节、高尔夫巡回赛、赛金把自己的产品放到爵士乐节、高尔夫巡回赛、赛车大赛这样的重大活动中亮相。这样做有很多好处车大赛这样的重大活动中亮相。这样做有很多好处: 首先，这样的活动一般都会吸引那些赞助商的拥趸，首先，这样的活动一般都会吸引那些赞助商的拥趸，因此，如果产品跟活动内容吻合得很好，同时也非因此，如果产品跟活动内容吻合得很好，同时也非常符合观众的口味，那么，这种促销的效果就会非常符合观众的口味，那么，这种促销的效果就会非常好；其次，对这类活动的赞助常常可以赢得员工常好；其次，对这类活动的赞助常常可以赢得

35、员工以及同行的支持；以及同行的支持； 翻译sponsorssponsor 赞助商赞助商5-2Text AFinally, compared to producing a series of advertisements, event management is relatively simple. Many elements of event sponsorship are pre-packaged and reusable, such as booths, displays and ads. 最最后后，跟跟制制作作系系列列广广告告相相比比，赞赞助助大大型型活活动动相相对对容容易易管管理理。赞

36、赞助助大大型型活活动动的的许许多多物物品品，如如带带篷篷的的摊摊位位、展展示示物物、广广告告用用品品，都都是是预预先先包包装装好的，可以重复利用。好的，可以重复利用。翻译5-2Text A(2) Trade Sales Promotion Techniques7 Trade sales promotion adopts techniques such as point of purchase (POP) displays, trade shows, push money,8 deal loaders,9 trade deals,10 buying , and advertising allow

37、ances. 针对零售商和批发商促销的技巧针对零售商和批发商促销的技巧 针对零售商和批发商促销的技巧有很多，如卖针对零售商和批发商促销的技巧有很多，如卖点展示、产品交易会、用钱或物奖励零售商及其销点展示、产品交易会、用钱或物奖励零售商及其销售员、厂家对零售商的奖励、给予零售商高于通常售员、厂家对零售商的奖励、给予零售商高于通常幅度的让利。幅度的让利。翻译allowancesallowance 让利让利5-2Text ATake trade shows for instance. Thousands of manufacturers display their wares and take or

38、ders at trade shows. Trade shows provide a great opportunity for companies to get orders for their products. 以产品交易会为例，很多生产商都会在交易会上展以产品交易会为例，很多生产商都会在交易会上展示他们的产品，同时接收订单。这类交易会为他们示他们的产品，同时接收订单。这类交易会为他们提供了展示产品、发布信息、提供咨询、与竞争对提供了展示产品、发布信息、提供咨询、与竞争对手同场较量的机会。手同场较量的机会。翻译5-2Notes 1A promotional mix specifies h

39、ow much attention to pay to each of the four categories and how much money to spend for each. 营销推广组合需要明确两个内容，一是四类手段孰轻营销推广组合需要明确两个内容，一是四类手段孰轻孰重，二是在四类手段的用钱方面孰多孰少。孰重，二是在四类手段的用钱方面孰多孰少。2brand equity:品牌价值。它由无形价值品牌价值。它由无形价值(如产如产品在消费者心目中的地位品在消费者心目中的地位)和有形价值和有形价值(如产品的功能如产品的功能)构成。构成。3corporate image：企业形象：企业形象

40、5-2Notes 4Sales promotion is defined as media and non-media marketing attempt at persuasion. 促销是一种借助媒体和媒体以外的手段来劝导消费者促销是一种借助媒体和媒体以外的手段来劝导消费者购物或购物或(和和)享用某种服务的营销努力。享用某种服务的营销努力。5sales force:销售队伍销售队伍6rational appeal:理性诉求理性诉求5-2Notes 7continuity program:刺激消费者不断购买本刺激消费者不断购买本产品的促销方法产品的促销方法8push money:用于奖励零售

41、商及其销售员的奖用于奖励零售商及其销售员的奖金或其他东西金或其他东西9deal loader:厂家对零售商的奖励。一是零售厂家对零售商的奖励。一是零售商订货达到一定数量时所得的奖励，二是厂家在展销商订货达到一定数量时所得的奖励，二是厂家在展销会后将其展销产品无偿送给零售商的奖励。会后将其展销产品无偿送给零售商的奖励。10trade deal：给予零售商高于通常幅度的让利。：给予零售商高于通常幅度的让利。一是零售商在规定的时间内售出规定数量产品后所得一是零售商在规定的时间内售出规定数量产品后所得的让利，二是零售商所得到的广告支持。的让利，二是零售商所得到的广告支持。5-2Task 2Withou

42、t referring to the text, now try to complete the following sentences. The purpose is just to check whether you have got a general idea of the text. If you find it somewhat easy, it may mean that you can increase your reading speed; if you have much difficulty with the task, it probably means that yo

43、u should have read a bit more slowly. Adjust the speed of reading to suit your case.5-2Task 21.The four categories of promotion_.2.Two types of sales promotion_.3. Businesses can target sales promotion at three different audiences: _.advertising, personal selling, sales promotion and public relation

44、 consumer sales promotion and trade sales promotionConsumers, resellers, and the companys own sales force 5-2Task 3Now read Text A again. This time read it more carefully. Try to pay more attention to the details of the text. While reading, make sure your eyes will take in a group of words at a glan

45、ce rather than one word at a time. When you have finished the second reading, do the following exercises. You may look back at the text if you want to. 5-2Task 31. Which of the following statements is not true according to the text? A. Sales promotion is used to persuade consumers to buy a product b

46、y means of media and non?media. B. There is no limit to the time?length for a sales promotion campaign. C. Persuading customers to try and finally decide to buy a product is an objective of sales promotion. D. Sales promotion results in improving a product. B5-2Task 32 Compared to the other elements

47、 of the marketing mix, sales promotion has the following advantages except _.A. shorter term of operation B. more rational appeal C. more real returnD. higher prices and more profitD5-2Task 33. Sales promotion is often preferred when _. A. the product is in the introduction and growth stage of its l

48、ife cycle B. small businesses are short of marketing budget C. large businesses apply to marketing mix D. complex and expensive items require hands-on demonstrationD5-2Task 34.The advantage of spending much on special events lie in that _. A. they can appeal to many sponsors B. they can get support

49、from employees C. they are comparatively easy to manage D. all of aboveD5-2Task 35. “Advertising allowances” in the part of Trade Sales Promotion Techniques means _.A. a certain amount of money given by a marketer to a wholesaler to advertise their product B. a sum of money deducted on advertising C

50、. a discount on making advertisement D. a certain amount of money spent on advertisingC5-2Task 4Do you still remember how to memorize new English words? We practiced the skill in Unit One. Now, again, try to fill in the blanks with one of the following words from Text A. Change the form where necess

51、ary.allowancesponsorstimulatealternativeorderspecifyobjectiveawarenesscomponentaudiencecompriseconvince5-2Task 41. The company was one of the first computer manufacturers to look for a wider _ for its software products.2.Is there a viable _ to the present sales promotion strategy?3.One of the object

52、ives of sales promotion is to try to raise _ about a product brand.4. The marketers were eager to _ the target customers of the safety of the product. audience alternative awareness convince 5-2Task 45.Sales staff get a generous mileage (公里数公里数)_ or a company car.6.The sales promotion team is _ of w

53、ell-known professionals in this field.7. An inspiring marketer can _ customers to decide to buy what is being promoted. allowance comprised stimulate 5-2Task 48.I would like to place an _for 150 copies of this book.9.Lenovo is a major _of the 2008 Olympics.10. The salespeople are worried that they w

54、ont achieve this years sales _.order sponsor objective5-3Text BPre-readingText B offers us a lot of information about personal selling which is one of the four categories of a promotional mix. By reading this text, you will learn the definition of personal selling, the advantages and disadvantages o

55、f it, and when it is used and how to use it.Before reading the text, think about the following questions:1. What is personal selling?2. When is it used?5-3Task 5Remember that in many cases, our purpose of reading will be to pick out specificinformation, not to remember all the details. Reading quick

56、ly for specific information is calledscanning. Now read Text B for the first time, using this technique to decide which paragraphdeals with one of the following points.5-3Task 51.The difference between personal selling and other promotion methods2. The functions of the personal selling3. The product

57、s that are fit for personal sellingparagraph 1 paragraph 2 paragraph 3 5-3Task 54. Tooking for the customers5. Introducing the products to the customersParagraph 4 and 5 paragraph 6 5-3Text BPersonal SellingSuggested Reading Time：7 min.Definition1 As one part of a companys promotion mix，personal sel

58、ling is the process of communicating with a possible buyer (or buyers) face to face with the purpose of1 selling a product or service.推推 销销定义定义推销作为推广组合的一部分，指的是与潜在购买推销作为推广组合的一部分，指的是与潜在购买者面对面交流的过程，目的是销售产品或服务。者面对面交流的过程，目的是销售产品或服务。 翻译5-3Text BThe main thing that sets personal selling apart from 2 other

59、methods of selling is that thesalesperson does business with the customer in person.3 Sales promotion is the use of such things as coupons, discounts, rebates, contests or special displays to persuade a customer to buy a product or service.做做推推销销时时，推推销销员员本本人人向向消消费费者者销销售售东东西西。这这是是和和其其他他销销售售方方法法最最大大的的

60、不不同同点点，比比如如，促促销销会会使使用用如如赠赠送送代代金金券券、打打折折、加加量量赠赠送送所所购购的的东东西西、组组织织知知识识技技能能竞竞赛赛、举举办办特特别别展示等手段来劝导消费者购买产品或服务。展示等手段来劝导消费者购买产品或服务。翻译5-3Text BAdvantages & Disadvantages2 Personal selling offers entrepreneurs both advantages and disadvantages. On the positive side, personal selling allows the salesperson to t

61、arget the message specifically to the audience and receive immediate feedback.推销的优缺点推销的优缺点推销既有优点也有缺点。优点方面，推销可推销既有优点也有缺点。优点方面，推销可以让推销员将特定信息传递给目标受众以及以让推销员将特定信息传递给目标受众以及迅速获得反馈信息，因此，跟其他推广手段迅速获得反馈信息，因此，跟其他推广手段比，推销的精确化程度更高，它的劝导力更比，推销的精确化程度更高，它的劝导力更强。强。 翻译5-3Text BOn the other hand, personal selling cannot

62、 reach as many possible customers as advertising, plus the cost of each contact ismuch higher. Another advantage is that personal selling can be an important source of marketing information.反过来说，推销不可能像广告一样将信息传反过来说，推销不可能像广告一样将信息传递给那么多受众，更不要说每一次推销的费递给那么多受众，更不要说每一次推销的费用按单位成本算要高出很多。再讲优点，推用按单位成本算要高出很多。再讲

63、优点，推销是获取市场信息的一个重要来源：销是获取市场信息的一个重要来源： 翻译5-3Text BSalespeople may learn about competitorsproducts or about emerging customer needs that may lead tothe development of a new product.4 If the sales force is well trainedacting as problem solvers and advisors for customers rather than using hard sell5 tact

64、icspersonal selling may help a small business build loyal long term relationships with customers.推销员可以了解竞争对手的产品情况或者消费推销员可以了解竞争对手的产品情况或者消费者新的需求。根据这些信息，公司企业可以开者新的需求。根据这些信息，公司企业可以开发新产品。如果推销人员训练有素，如帮助消发新产品。如果推销人员训练有素，如帮助消费者解决问题、为消费者提供咨询意见而不搞费者解决问题、为消费者提供咨询意见而不搞强行推销，那么，小型企业采用推销手段就可强行推销，那么，小型企业采用推销手段就可以赢得

65、长期的忠诚客户。以赢得长期的忠诚客户。翻译5-3Text BWhen to use Personal Selling3 In general, if a product has a high unit value and requires a demonstration of its benefits, it is well suited for personal sales. For example, an is a high priced item and most people do not feel they need one.使用推销的时机使用推销的时机一般说来，单位价值高、功能需要

66、演示的产品一般说来，单位价值高、功能需要演示的产品非常适合于推销。以百科全书为例，一是它价非常适合于推销。以百科全书为例，一是它价格贵，二是大多数人觉得没必要买它；格贵，二是大多数人觉得没必要买它； 翻译encyclopedia 百科全书encyclopedia5-3Text BTherefore, encyclopedias are well suited to apromotion mix that emphasizes personal selling. Highly technical products, such as computers, are also primarily so

67、ld through personal sales method. Products that involve a trade in, like automobiles, are usuallyhandled through personal selling to help facilitate the process.然而，在看过演示后，大多数人会认为百科全然而，在看过演示后，大多数人会认为百科全书是有用的是值得拥有的；因此，百科全书是书是有用的是值得拥有的；因此，百科全书是非常适合推销的产品。一些如计算机之类的高非常适合推销的产品。一些如计算机之类的高科技产品的销售也主要采用推销的手段。在

68、以科技产品的销售也主要采用推销的手段。在以物易物（如旧车换新车）交易中，推销手段被物易物（如旧车换新车）交易中，推销手段被用来缩短整个交易的过程。用来缩短整个交易的过程。 翻译tradein 以旧物折价换取同类新物的交易trade in5-3Text BFinally, a company that cannot afford a mass advertising campaign might consider personal selling as an alternative to advertising. Since sales force compensation is largely

69、 based on actual sales, personal selling may require less money up front6than other parts of the promotion mix.最后，如果你的公司不能承付大量的广告费用，最后，如果你的公司不能承付大量的广告费用，不妨考虑选择推销这个手段。推销人员的报酬不妨考虑选择推销这个手段。推销人员的报酬很大程度上要看其实际销售量的大小，因此，很大程度上要看其实际销售量的大小，因此，跟其他推广手段比，采用推销手段所需的预付跟其他推广手段比，采用推销手段所需的预付金额也要少。金额也要少。翻译5-3Text BStep

70、s in Completing a Sale1. Prospecting & Qualifying4 They involve locating possible customers and finding out if they are in a position to buy. 7 Prospecting can be either asking current customers for names of acquaintances who may also be interested or usinga database or mailing list.完成一次推销的几个步骤完成一次推

71、销的几个步骤1. 寻找潜在消费者和购买欲及购买力的评估寻找潜在消费者和购买欲及购买力的评估 这个步骤要求寻找潜在的消费者以及了解他们的购这个步骤要求寻找潜在的消费者以及了解他们的购买能力。潜在消费者的寻找可以是向已有的消费者买能力。潜在消费者的寻找可以是向已有的消费者询问他们认识的可能也对本产品或服务感兴趣的人询问他们认识的可能也对本产品或服务感兴趣的人的名字，可以借助于数据库或信邮名单。的名字，可以借助于数据库或信邮名单。 翻译5-3Text BOften the company provides leads, but a trulysuccessful salesperson will a

72、lso be able to generate his or her own .Prospecting usually involves calling an unknown possible customer and introducing oneself and the product.公司通常会提供线索，但是，一个成功的推销公司通常会提供线索，但是，一个成功的推销员也要能自己找到线索。寻找潜在消费者通常员也要能自己找到线索。寻找潜在消费者通常需要访问陌生的潜在消费者并向其介绍自己和需要访问陌生的潜在消费者并向其介绍自己和产品。产品。 翻译Lead 线索线索leads5-3Text BAf

73、ter possible customers have beenlocated through prospecting, a salesperson must assess their readiness and ability to buy.82. Pre approach & Approach5 Pre approach involves researching the possible customer.寻找到潜在消费者后，推销员必须对其购买欲和寻找到潜在消费者后，推销员必须对其购买欲和购买力进行评估。购买力进行评估。 2. 面对面接触前的准备和面对面接触面对面接触前的准备和面对面接触面

74、对面接触前的准备指的是对潜在消费者进行研面对面接触前的准备指的是对潜在消费者进行研究。究。 翻译5-3Text BApproach requires a salesperson to make a positive first impression while introducing himself or herself, the company represented, and the product or service being offered. It is also important that the salesperson listen carefully to the pros

75、pect and respond appropriately.另另外外，推推销销员员要要尽尽量量定定下下最最佳佳推推销销访访问问时时机机以以及及推推销销访访问问要要达达到到的的目目的的。面面对对面面接接触触要要求求推推销销员员在在介介绍绍自自己己、所所代代表表的的公公司司和和正正在在提提供供的的产产品品或或服服务务项项目目时时给给对对方方留留下下好好的的第第一一印印象象。推推销销员员要要认认真真倾倾听听潜潜在在消消费费者者的的意意见见要要求求并并给给出出恰恰当当的的解解答回应，这一点也很重要。答回应，这一点也很重要。翻译5-3Text B3. Demonstration or Presenta

76、tion6 There are generally three types of presentations. The prepared approach involves a tightly scripted talk9 that is either memorized or read. Depending on the buyers response to some carefully asked questions, the seller will go to the formula presentation that he or she hopes will meet the cust

77、omers needs.3. 演示和交流演示和交流一般说来有三种交流形式。如果在面对面接触前做好了准备，那么，一般说来有三种交流形式。如果在面对面接触前做好了准备，那么，面对面接触时的交流就会按照已提前写好的精炼文字内容进行，这面对面接触时的交流就会按照已提前写好的精炼文字内容进行，这些内容可以记在脑中也可以当时当地照着念。推销员要精心设计一些内容可以记在脑中也可以当时当地照着念。推销员要精心设计一些问题，要注意潜在消费者的反应，要与其进行相应的交流，即推些问题，要注意潜在消费者的反应，要与其进行相应的交流，即推销员希望能满足潜在消费者需求的交流。销员希望能满足潜在消费者需求的交流。 翻译5-

78、3Text BThe third presentation style is the need satisfactionapproach in which the seller tries to uncover the customers needs, mostlyby listening. One of the keys to a successful presentation is productknowledge.第三种是发现需求并满足需求的交流方式。在这种交第三种是发现需求并满足需求的交流方式。在这种交流中，推销员要想方设法（主要是通过倾听）发现潜流中，推销员要想方设法（主要是通过倾听

79、）发现潜在消费者的需求。演示和交流可能需要很多图像辅助在消费者的需求。演示和交流可能需要很多图像辅助或产品的样品。成功交流的关键之一就是推销员要了或产品的样品。成功交流的关键之一就是推销员要了解产品。解产品。 翻译5-3Text B4. Handling Objections7 A good salesperson is not by objections from customers and handles them in a positive, confident manner.5. Closing or Asking the Buyer to Make a Purchase4. 处理异议

80、处理异议一个优秀的推销员不会因为消费者的异议而不一个优秀的推销员不会因为消费者的异议而不知所措；他或她会以一种积极自信的方式处理知所措；他或她会以一种积极自信的方式处理好这些异议。好这些异议。 5. 结束推销访问或对消费者的购买诉求结束推销访问或对消费者的购买诉求翻译fluster 使慌张使慌张 flustered5-3Text B8 Salespeople need to learn to look for signals that a closing is appropriate. Common signals that customers give include asking ques

81、tions, making comments, leaning forward or nodding, or asking about price or terms.推销员有必要学会把握好结束推销访问的合适时机。推销员有必要学会把握好结束推销访问的合适时机。消费者会给出一些推销访问可以结束的信号，这些信消费者会给出一些推销访问可以结束的信号，这些信号通常是：问一些问题，作一些评论，身体前倾或点号通常是：问一些问题，作一些评论，身体前倾或点头，询问价格或购物的条件等等。头，询问价格或购物的条件等等。翻译5-3Text B6. Following Up9 The follow up, which

82、can be done in person or by telephone, gives the customer the chance to ask questions and reinforce his or her buying decision.6. 后续服务后续服务后续服务可以是再次登门拜访或电话拜访，这样做让后续服务可以是再次登门拜访或电话拜访，这样做让消费者有机会再问问题，从而更加坚定了消费者的购消费者有机会再问问题，从而更加坚定了消费者的购买决心。买决心。 翻译5-3Text BThe salesperson can review how to use the product,

83、 go over instructions and payment arrangements10, and make sure the product has arrived in proper working order.11 This step ensures repeat business and is a good opportunity to obtain referrals and increases the chances that payments will be made.推销员可以再次说明产品的用法、使用时应注推销员可以再次说明产品的用法、使用时应注意的事项、付款方式及程序

84、，同时，可以确认意的事项、付款方式及程序，同时，可以确认产品到达消费者手里后是否功能良好。后续服产品到达消费者手里后是否功能良好。后续服务保证了回头客户，这些回头客户又极有可能务保证了回头客户，这些回头客户又极有可能介绍新的客户，这样一来，后续买卖的机会也介绍新的客户，这样一来，后续买卖的机会也就大大增加了。就大大增加了。 翻译subsequent 接下来的接下来的subsequent5-3Notes 1 with the purpose of: 目的在于目的在于例：例：Troops were sent solely for the purpose of assisting refugees.

85、 派遣军队的唯一目的派遣军队的唯一目的就是帮助难民。就是帮助难民。2 sets . apart from: 将将区别开来区别开来例：例：Her unusual lifestyle sets her apart from other girls. 她不同寻常的生活方式使得她她不同寻常的生活方式使得她看起来和别的女孩很不一样。看起来和别的女孩很不一样。3 in person: 亲自亲自例：例：You have to sign for the document in person. 你得亲自在这份文件上签上你的名你得亲自在这份文件上签上你的名字。字。5-3Notes 4 Salespeople ma

86、y learn about competitorsproducts or about emerging customer needsthat may lead to the development of a new product.Emerging customer needs 意思是意思是“顾客新的需求顾客新的需求”。这种需求的好处在限制性定语从。这种需求的好处在限制性定语从句句that.a new product中得以说明，即中得以说明，即“可以引导可以引导新产品的开发新产品的开发”。5 hard sell: 强行销售强行销售5-3Notes 6 up front: 预先预先例：例：We

87、need two hundred pounds up front. 我们我们需要预支两百镑。需要预支两百镑。7 (be) in a position (to do sth): 有能力做有能力做例：例：Were in a strong position to win the match. 我们完全能赢得比赛。我们完全能赢得比赛。8 readiness and ability to buy: 购买欲和购买力购买欲和购买力5-3Notes 9 a tightly scripted talk: 按照已提前写好的精炼文按照已提前写好的精炼文字的内容进行的口头交流字的内容进行的口头交流10 payment

88、 arrangements: 付款方式、程序等付款方式、程序等11 in proper working order:功能良好功能良好5-3Task 6 Read Text B again more carefully, and scan for answers for the following questions.Highlight the sentences or phrases which support your answers.1.How does a sales person find out possible customers?答案 In order to find out p

89、ossible customers, a salesperson can ask the current customers for names of acquaintances who may also be interested or using a database or mailing list. 5-3Task 6 2. What does approach require a salesperson to do?答案 Approach requires a salesperson to make a positive first impression while introduci

90、ng himself or herself, the company represented, and the product or service being offered. It is also important that the salesperson listen carefully to the prospect and respond appropriately.5-3Task 6 3. What step can ensure repeat business?4. What products are suitable to use personal selling?答案The

91、 step of follow-up can ensure repeat business.答案 In general, if a product has a high unit value and requires a demonstration of its benefits, it is well suited for personal selling.5-3Task 7Now read the text for the third time, try to concentrate on the details of the text, and thenchoose the best a

92、nswer for each of the following statements.1. The major difference between personal selling and other parts of promotion mix is that_.A. the target of personal selling is an individual customerB. personal selling is not so professional as any other types of sellingC. personal selling is selling pers

93、onal itemsD. personal selling emphasizes the direct contact between salespeople and customersD5-3Task 72. By way of personal selling, a business is able to achieve the following except _.A. reach its specific customersB. know the response of its customers quicklyC. contact more customersD. send tail

94、ored messages to the target customers3. Which of the following products is suitable to use personal selling?A. A car with new safety features.B. A new soft drink.C. A classic novel.D. A piece of jewelry.CD5-3Task 74. The word“prospect”in the part of Pre approach and Approach means_.A. the possibilit

95、y that something will happenB. an event that will probably happen in the futureC. chances of future successD. persons that can be won over in the future5. The need satisfaction approach is all about _.A. the needs of customers and the degree of the customerssatisfactionB. the fact that customers nee

96、d satisfyingC. the fact that a business entity needs satisfyingD. what customers need and how a business entity meets their needsDD5-3Task 76. Which of the following statements is NOT ture?A. When the customer asks about price or items, it is time to close the deal.B. The salesperson should not stop

97、 before he finishes his presentation.C. The follow up may help the customer market buying decision.D. The follow up helps to generate new customers.C5-3Practical ReadingThis is a practical reading material which offers us a list of sales promotion activities forcustomers. Scan the list and try to fi

98、nd some specific information.Sales Promotion Activities5-3Practical ReadingHere are some examples of popular sales promotions activities:a. Buy One Get One Free (BOGOF): which is an example of a self liquidating promotion. For example, if a loaf of bread is priced at $1, andcost 10 cents to manufact

99、ure, if you sell two for $1, you are still in profit especially if there is a corresponding increase in sales. This is known as a sales promotion tactic.翻译以下列举了一些常用的促销活动：以下列举了一些常用的促销活动：买一增一：能自行收回成本并产生利润的促销例买一增一：能自行收回成本并产生利润的促销例子。例如，如果一个面包的价格子。例如，如果一个面包的价格1美元，而它美元，而它的生产成本只有的生产成本只有10美分。假如美分。假如1 美元卖两个，

100、美元卖两个，销售量会相应增加，而且仍然有利润空间。这销售量会相应增加，而且仍然有利润空间。这是一个常用的促销策略。是一个常用的促销策略。PREMIUMpremium 奖金；保险费5-3Practical Readingb. Customer Relationship Management (CRM): incentives such as bonus points or money off coupons. There are many examples of CRM,from banks to supermarkets.翻译1.客客户户管管理理法法：例例如如，为为客客户户积积分分或或赠赠优优

101、惠惠券券。无无论论在在银银行行还还是是超超市市，有有许许多多这这种促销的例子。种促销的例子。5-3Practical Readingc. New media: Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individualcodes on KIT KAT packaging, whereby a consumer would enter the code into a website to see if they ha

102、d won a prize .Consumers couldalso test codes via their mobile phones to the same effect.翻译1.新新的的大大众众传传播播工工具具；网网络络、手手机机有有助助于于商商品品的的促促销销。例例如如，一一个个名名叫叫Nestle的的英英国国人人，在在KIT-KAT的的包包装装上上印印上上了了密密码码，凭凭此此密密码码消消费费者者可可以以进进入入一一个个网网址址看看看看自自己己是是否否中中奖奖。消消费费者者也也可可以以通通过过他他们们的的收收集集来来检检测测密密码码看看自自己己是是否中奖。否中奖。dynamicdy

103、namic 发展变化的发展变化的 强有力的强有力的5-3Practical Readingd. Merchandising: additions such as dump bins, point of sale materials and product demonstrations.1e. Free gifts: e.g. Subway gave away a card with six spaces forstickers with each sandwich purchase. Once the card was full, the consumer was given a free s

104、andwich.翻译商品促销：商家可以通过为消费者免费赠送垃圾商品促销：商家可以通过为消费者免费赠送垃圾桶，样品，以及通过产品展示来达到促销目的。桶，样品，以及通过产品展示来达到促销目的。赠送礼品：例如，地铁部门可赠送乘客一个带有赠送礼品：例如，地铁部门可赠送乘客一个带有各个空格的卡，每次乘车会得到一张购买三明各个空格的卡，每次乘车会得到一张购买三明治的粘纸来填充卡上的空格。一旦积满，乘客治的粘纸来填充卡上的空格。一旦积满，乘客会得到一个免费的三明治。会得到一个免费的三明治。5-3Practical Readingf. Discounted prices: e.g. Budget airlin

105、e such as EasyJet and Ryanair, e mail their customers with the latest low price deals once new flights are released, or additional destinations are announced.翻译1.打打折折：例例如如，像像EasyJet 、Ryanair这这些些航航空空公公司司，新新的的航航班班一一旦旦发发布布，或或增增添添了了新新的的航航程程，他他们们会会通通过过电电子子邮邮件件与与那那些些希希望望得得到到最近最低折扣的机票的购买者进行联系。最近最低折扣的机票的购买者

106、进行联系。5-3Practical Readingg. Joint promotions: between brands owned by a company, or with another companys brands. For example fast food restaurants often runsales promotions where toys, relating to a specific movie release, are givenaway with promoted meals.翻译1.联联合合推推销销：一一个个品品牌牌与与另另一一个个品品牌牌的的联联合合。例例

107、如如，快快餐餐店店为为了了达达到到促促销销的的目目的的，经经常常赠赠送一些出自特殊电影的玩具给顾客。送一些出自特殊电影的玩具给顾客。5-3Practical Readingh. Free samples: e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a drink) was givenaway to potential consumers at supermarkets, in high streets and at petrol stations (by a

108、promotion team).翻译1.免免费费样样品品品品尝尝：例例如如，在在超超市市的的中中品品尝尝食食品品与与饮饮料料。又又如如，在在超超市市，在在人人流流高高峰峰的的大大街街上上，在在加加油油站站，为为那那些些潜潜在在的的消消费费者者提提供供红红牛牛（一一种饮料）品尝。种饮料）品尝。caffeinated fizzycaffeinated 含有咖啡因的含有咖啡因的fizzy 气泡的气泡的5-3Practical Readingi. Vouchers and coupons: often seen in newspapers and magazines, on packs.2j. Com

109、petitions and prize draws, in newspapers,magazines, on theTV and radio, on The Internet, and on packs.k. Cause related and fair trade: products that raise money for charities, and the less well off farmers and producers are becoming more popular.翻译赠送优惠券：经常在报纸、杂志、以及包装袋上看到。赠送优惠券：经常在报纸、杂志、以及包装袋上看到。10竞赛

110、与抽奖：在报纸、杂志、电视、广播、互联网、竞赛与抽奖：在报纸、杂志、电视、广播、互联网、包装袋上随处可见。包装袋上随处可见。11与事业相关的促销：产品销售利润的一部分要用于为与事业相关的促销：产品销售利润的一部分要用于为慈善事业或资助贫穷的农民，因此生产商更为人们所慈善事业或资助贫穷的农民，因此生产商更为人们所了解。了解。5-3Notes 1 Merchandising: additions such as dump bins, point of sale materials and productdemonstrations.merchandising: the activity of se

111、lling goods, or of trying to to sell them by advertising,displaying them or by offering free samples or gifts to customers推销推销point of sale: the place where a product is sold 销售点销售点5-3Notes 2 Vouchers and coupons: often seen in newspapers and magazines, on packs.voucher: a printed piece of paper tha

112、t can be used instead of money to pay for sth or thatallows you to pay less than the usual price of sth 代用券，购物券代用券，购物券5-3Task 8How many activities have you learnt by heart after scanning the list? Try to write themdown without looking back at the list. You may not catch all of them. Just have a try.

113、 Whenyou finished,compare your answers with the text.1buy-one-get-one-free; 2customer relationship management; 3new media; 5-3Task 85discounted prices; 6joint promotions; 7free samples; 4free gifts; 5-3Task 89competitions and prize draws; 10cause-related and fair-trade 8vouchers and coupons; 5-3Task

114、 9Read the list again more carefully. This time try to have a better understanding of eachactivity. Then according to the description, write down in the brackets what each of the salespromotion activities is without looking back at the list.1. The manufacturers make their products popular by collect

115、ing money for the poor, thesick etc. ( ) Cause-related and Fair-trade 5-3Task 92. The companies cause their products to be popular by lowering the prices of theproducts. ( )3. The restaurants run sales promotions by giving toys with the brands owned by anothercompany to the customers with the promot

116、ed meals. ( )Joint Promotions Discounted Prices 5-3Task 94. The sellers show the customers how to use the products. ( ）5. The customers are offered the food or drink to taste at the supermarkets.( )Free Samples Merchandising 5-3Words and Expressionsspecify v. 说明说明stimulate v. 刺激刺激audience n. 观众观众mar

117、keter n. 营销人员营销人员component n. 组成部分组成部分overall a. 总的总的relative a. 相对的相对的complex a. 复杂的复杂的sponsor n. 赞助商赞助商booth n. 有篷的摊位有篷的摊位allowance n. 让利让利reseller n. 转卖人转卖人quota n. 配额配额reinforce v. 加强；充实加强；充实promotional mix 营销推广组合营销推广组合5-3Words and Expressionsencyclopedia n. 百科全书百科全书prospect v. 寻找寻找(客户客户)lead n.

118、 线索线索formula n. 公式公式fluster v. 使慌张使慌张closing n. 结束结束(对客户的拜访对客户的拜访)instruction In5strQkF n n. 产品说明产品说明subsequent 5sQbsIkwEnta. 接下来的接下来的trade in以旧物折价换取同类新物的交易以旧物折价换取同类新物的交易pre approach 预先的准备预先的准备follow up 后续工作后续工作5-3Words and Expressionspremium n. 奖金；保险费奖金；保险费dynamic a. 发展变化的；强有力的发展变化的；强有力的caffeinated a.含有咖啡因的含有咖啡因的fizzy a. 起泡的起泡的voucher n. 代币券；票券代币券；票券self liquidating 自我清偿自我清偿dump bin “垃圾桶垃圾桶”查看法查看法