1. 制作人 胡燕 斯锦妮 张迪

2. 1·Unit Five Sales Promotion Its purpose is to expand business,to persuade the reader(namely the buyer) to buy what the sellers are able to supply. A good sales letter consists of four essential elements: 1.Arouse interest 2.Create desire 3.Carry conviction 4.Induce action

3. Some Useful tips  Talk about your customer,not yourself  Acquaint( 认识） or reacquaint （重新认识） the reader with who you are  Use bullets （子弹）  End with an action  Keep your letter brief  Show that you “get” their company  Use statistics( 统计）  Give away ideas Give away ideas means: 1.Keep the letter short 2.Catch the reader’s interest in opening paragraph 3.Give the letter an attractive look and make it as personal as possible

4. Case 2: 请以中国机器设备进出口贸易公司业务员的身份向其客户写推销函开拓新市场. 要求推销函 主要以介绍公司业务为主，主要目的是促使客户对公司产品感兴趣并尽快下订单。 China National Machinery & Equipment Import & Export Corporation 178, Guang’anmenwai Street, Beijing 100055, China Tel: 010-63451188 Fax: 010-63261865 March 3, 20___ Messrs, Adler Bismarck & Co. HamburgGermany Dear Sirs, We write to introduce ourselves as one of the largest exporters, from China, of a wide range of Machinery and Equipments. We enclose a copy of our latest catalogue covering the details of all the items available at present, and hope some of these items will be of interest to you. It will be a great pleasure to receive your inquiries for any of the items against which we will send you our lowest quotations. Should, by chance, your corporation not deal with the import of the goods mentioned above, we would be most grateful if this letter could be forwarded to the correct import corporation. We are looking forward to your favorable and prompt reply. yours faithfully yours faithfully Maggie Hu Maggie Hu sales department sales department

5. questions 1 ： What is sales promotion? 2 ： What’s the purpose of sales promotion? 3 ： What does a good sales letter consist of? 4 ： How to create successful sales letters? 5 ： What is the best way to end the sales letters? 6 ： What’re the advantages of a sales letter ？ Suggested answers: 1: Sales promotion is a marketing strategy within a short period time. And it is a sales channel to be designed for stimulating customers’ purchase intentions. （ Jobber, 2004 ）. 2: Its purpose is to expand business, to persuade the reader (namely the buyer) to buy what the sellers are able to supply. 3: A good sales letter consists of four essential elements; it must a. arouse interest b. crease desire c. carry conviction d. induce action.

6. 4: The following are some tips that help you create successful sales letters a. Talk about your customer, not yourself b. Acquaint or reacquaint the reader with who you are c. Use bullets d. End with an action e. Keep your letter brief f Show that you “get” their company g. Use statistics h. Give away ideas 5: What result do you want from your letter? Are you looking to getting a face-to-face meeting? Are you answering questions raised at a previous meeting? Do you want to make your prospect better informed? Do you need to get a signed contract? You need to close your letter by requesting a specific, quantifiable action. For example: “I will call you on Tuesday, November 18 at 10 a.m. to schedule a meeting” or “Please return the enclosed contract Friday, December 12, or call me if you have any other questions”. 6: A It can save customer’s time, build long-term relationship with customers, repeat orders; B It can be stored long time, give more detail description on products, stress the memories. C It can be repeated reading; and it can make customer understand more and strength customers’ memories

7. Language Points in the Text: 1: arouse to make you become interested, expect something etc 唤起、引起 You aroused my curiosity. 你引起了我的好奇心。 2: conviction the feeling of being sure about something and having no doubts 深信 Her words carried conviction. 她的话令人信服。 3: technique a special way of doing something 技巧 ; 技术 ; 技法 [C][U] They need to learn modern management techniques. 他们还得学习现代管理技术。 4 ： acquaint to give someone information about something 使认识, 介绍 Philip became acquainted with Kathy. 菲利浦开始与凯茜认识。

8. 5 ： superior better, more powerful, more effective etc than a similar person or thing, ( 在职位, 地位等方面 ) 较高的, 上级的 [(+to/in)] ( 在数量等方面 ) 较大的, 较多的 [(+to/in)] ( 在品质等方面 ) 较好的, 优秀的, 上等的 [(+to/in)] This handbag is made of superior leather. 这只手提包由上等皮革制成. 6: demonstrate to show or prove something clearly 显示, 表露 This fully demonstrates their willingness to cooperate. 这充分表明他们愿意合作。 7 ： circular a printed advertisement, notice, that is sent to lots of people at the same time 同时送达很多人的印刷品；通知 ; 通告 I have received a circular from my boss. 我从老板那里收到一份通知。

9. The Model for Sales Promotion Letter Writing. （推销信函的模板） 公司公用函件常已印刷的公司地名 公司公用函件常已印刷的公司地名 20 May 2003 Date Line 日期 Kee & Co., Ltd 34 Regent Street London, UK Inside Address 收信人地址 Dear Sirs: Salutation 称呼 We are pleased to send you with this letter a copy of our current pricelist for candles in different colors and shapes. （写信的缘由） Our candles have a strong appeal for customers and universal acknowledged.We are confident that a trial order would convince you that,at the quoted prices,the goods we are offering are of superior quality and excellent value for money. （产品介绍） For orders reaching us before the end of August,we are prepared to grant a trade discount of 3% on the list prices.If your order is exceptionally large we will allow another 2% discount.Under the preasure of rising cost,we shall not find possible to extend these favorable terms beyond that date.So why not take the opportunity and send us an immdiate order. （可 协商的条件） We hope to have the opportunity to serve you.Your prompt response will be highly valued. Yours faithfully Complimentary Close 客套结束语 Tony Smith Signature Block 签名栏

10. homework Write a letter with the following given particulars 1. 确认收到卖房寄来的样品，表示感谢。 2. 订购 300 件女士羊毛衫。 3. 要求迅速发货。 4. 随附汇票一份以付货款。