1. Unit 7 Sales Promotion 销售促销

2. 7.1 Introduction （简介） 目的：掌握如何撰写一封有效的促销信函。 必须具有以下四个特征：吸引注意（ Attention ），激发兴趣 （ Interest ），产生购买欲望（ Desire ）和导致购买行动 （ Action ）。促销信函应以诱人的开头来吸引对方的注意力， 然后，通过介绍产品或服务的特征（ Feature ）、优势 （ Advantage ）和利益（ Benefit ）来引起对方的兴趣和欲望， 并最终导致对方采取购买行为。

3. 一般说来，在撰写促销信函时，应注意以下问题： （ 1 ）促销信函不可冗长，应以简短为上，否则会给人以负担。 （ 2 ）在介绍产品或服务的特征、优势和利益时，语言要清楚、 简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不 实的感觉。 （ 3 ）促销信函的口吻要有亲切感，多使用敬称。 （ 4 ）要使对方明了能从你所推荐的产品或服务中受益。 （ 5 ）促销信函不仅在外观上要吸引人，而且信函一开头就要 能引起读者的兴趣。

4. 7.2 Writing Skills （写作技巧） 促销信函的写作步骤及常见表达方式： 写作步骤表达方式 （ 1 ）介绍 所促销的 产品，使 对方了解 并对该产 品产生兴 趣 to be made of… （由 …… 制成） to be moderate in price, superior in quality, excellent in craftsmanship, and novel in designs… （价格公道，质量上乘，工艺精湛，设 计新颖 …… ） to be beautiful in pattern, elegant in style, matching in colors and skillful in workmanship… （式样优美，款式典雅，色泽和谐， 做工考究 …… ） to be famous for… （以 …… 著名）

5. to be well-know for… （以 …… 闻名） to sell well/fast… （销路很好） to meet with warm reception… （很受 欢迎） to have/find/command a good/ready market/sale… （畅销） to be popular with customers… （受到 顾客欢迎）

6. （ 2 ）进行商 品比较，体 现本产品的 优势，进一 步激发对方 的兴趣 to compare favorably with… （优于） to be 形容词比较级 than… （比 …… 要 …… ） a comparison will convince … of … （比较会 使人相信 …… ） to make a comparison of …. in respect to … （作有关 …… 的比较） （ 3 ）给予对 方一定的优 惠条件，诱 发对方的购 买欲望 to give … the first chance… （给予 …… 优先） to offer/ allow/ give/ grant … a… discount… （给 …… 折扣）

7. （ 4 ）表述对方 可以从中获益， 引起对方最终 的购买行为 to advise you to avail yourselves of … in your own interest… （建议你方 …… 为 了自己的利益） to deem it to one’s advantage to do … （认为 …… 对 …… 很有利） to advise … to work fast… （劝 …… 尽早 做决定） to be acceptable to … （可以为 …… 接受）

8. 7.3 Specimen Letters （样函 ） Letter 1 ： Product promotion Dear Mr. Jones, As you may know, considerable interest was shown in our new product following its recent introduction into overseas markets. We believe you may be interested in personally evaluating its outstanding qualities, and have taken the liberty of forwarding under separate air shipment directly to your attention.

9. Customers who have ordered this highly innovative machine on a trial basis have praised its unique features, especially its completely automated operation, and have placed repeated orders. By integrating this revolutionary new machine into your manufacturing system we feel sure your production volume can be substantially increased. We are looking forward to your reply. Very truly yours, Robin Williams

10. Letter 2 ： A reply to Letter 1 Dear Mr. Williams, We are delighted to receive your letter of introducing your new product and the sample. We are very interested in the machine feature, such as the ease of operating and production efficiency. We are pleased to place a trial order with you. We expect to place further and large orders with you in the near future. Enclosed please find the detailed requirements. Kindly confirm acceptance of our order by return. Yours sincerely, Rob Jones

11. Letter 3 ： Offering a discount Dear Sir or Madam, We are glad to have your letter of inquiry forwarded to us by the Chamber of Commerce. We wish to inform you that we are the largest manufacturing of cigarette lighters in China with a history of over 30 years. Our products are well-known for their superior quality and prompt shipment. The quality and prices compare favorably with those of other makes.

12. We deem it to your advantage to push the sales of our products in your market. We are prepared to give you a 10% quantity discount if your order exceeds 10 000 pieces. We are sure that you will find a ready sale of our products. We are looking forward to hearing from you soon. Yours faithfully, Ming Wang

13. Letter 4 ： A reply to Letter 3 Dear Mr. Wang, Thank you so much for your introduction and the discount you offered. We find both quality and prices satisfactory and are pleased to give you an order for 20 000 pieces on the understanding that they will be supplied from current stock. We hope to find a good market for these cigarette lighters. Please send us your confirmation of sales in duplicate. Yours faithfully, Rob Lee

14. Letter 5 ： Recommending products Dear Sir or Madam: One will certainly feel pleased with ladies’ dresses that are beautiful in pattern, elegant in style and reasonable in prices. These are just the characteristics of our ladies’ dresses for export. The range of our ladies’ dresses is extensive. They are all made of selected fabrics and deliberately designed, cut, stitched and trimmed. A catalogue has been enclosed. Please let us have your specific enquiry enabling us to dispatch samples and make quotations. Yours sincerely, Helen Chang

15. Letter 6 ： A reply to Letter 5 Dear Miss Chang, Referring to your mail, we regret to have to disappoint you. We just gave an order of ladies dress and don’t expect further orders for at least six months. We trust that you would be kind enough to understand our difficulty and excuse us. Nevertheless, we are still looking forward to your offer after six months. Yours sincerely, Cyrille Guiilot

16. 7.4 Focal Words （焦点词汇） charge v. 收费，索要，把 …… 记帐，使承担，指控，使充满 He is charged 5 dollars for mending a pair of shoes. The new appointed manager is charged with heavy responsibility. n. 费用，掌管，责任，指控，负荷 Samples will be sent free of charge. The manager assumes full charge of the business. chargeable: adj. 可以控诉的，应付费的，应由某人负责的 These expenses are chargeable on him.

17. concern v. 涉及，使关心 This negotiation is concerned with the payment terms. The businessman is concerned for the discount. n. 利害关系，关心 It is a matter of utmost concern. He has shown his concern for the quality. concerned: adj. 有关的，关切的 All parties concerned should attend the meeting. concerning: prep. 关于 Please inform me concerning this matter.

18. draw v. 抽出，汲取，开立（票据），草拟 Samples are drawn from the bales at random. The water is drawn from the well. We are going to draw the L/C within this week. They will draw a document next week. n. 抽签，有吸引力的事物，平局 This business is a great draw. The game ended in a draw. drawee: n. 受票人，汇票付款人 drawer: n. 抽屉，开票人，汇票发票人

19. pay v. 支付，有利 How much do you pay for it? It will pay to do that business. n. 工资，薪金 equal pay for equal work payment: n. 支付，付款 Both sides have agreed on the payment terms. payable: adj. 可付的，应付的 payer: n. 付款人 payee: n. 收款人

20. stipulate v. 规定，订定 It is stipulated that the payment should be made within a month. We regret to find that the goods are not packed as stipulated. stipulation: n. 规定，条款，项目 The transaction is settled down with the stipulation of direct shipment.

21. 7.5 Useful Sentences （实用语句） 1. Our goods are moderate in price, about 10% lower than our competitors’. 2. Our products have been enjoying fast sales in Europe. 3. Being moderate in price, excellent in craftsmanship, and unique in design, our products are very popular with the young. 4. The quality and prices of our products compare favorably with those you are now using.

22. 5. We are giving you the first chance in view of your previous substantial orders, but we should appreciate a prompt reply. 6. We give you this special discount for the order with the view of developing the business relations between us. 7. To encourage you to place orders with us, we would allow for a 3% special discount for any order received at the end of September. 8. As this product is now in great demand, we would recommend you to accept this offer as soon as possible.

23. 9. We deem it to your advantage to avail yourselves of our offer. 10. We believe that the above terms are acceptable to you and await your final order with keen interest. 11. In view of the huge demand of this product, we should advise you to work fast and place an order with us as soon as possible.