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1、世纪商务英语阅读专业篇Iunit Still waters run deep.流静水深流静水深,人静心深人静心深 Where there is life,there is hope。有生命必有希望。有生命必有希望4 4Unit Introduction TEXT ATEXT BWords and Expressions5-15-1Unit Introduction Sales refer to the process of selling the products and promotion involves spreading information about a product,prod
2、uct 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 promotio
3、n 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.5-15-1Professional Words&Expressionsretailerallowancetrade dealcorporate imagerese
4、llerstimulatesales forcerational appealleadwholesalerpush moneypoint of salevoucherapproachdump binpromotional mixleverageformulatrade?incontinuity programprospectcoupondeal loaderbrand equityclosinghard-sellself-liquidating5-25-2Task 1Match the words and phrases in Column A with the definitions in
5、Column 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 somethin
6、g at a cheaper price than normalC.a group of people who are organized to sell goods5-25-2Task 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 nameF.a
7、n aggressive insistent technique of sellingG.to exert power or influence onH.discountI.to make a search;to seek5-25-2Task 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 cash in a s
8、hort timeL.cash paid to salespeople as a bonus when they sell specific items of merchandise.It may be paid by the manufacturer or the retailer5-25-2Task 1M.a way of promoting your services as well as making some money by providing people with relevant and fresh informationN.a businesss total marketi
9、ng communications programO.a person or business that sells goods to the publicDefinition 5-25-2Task 11.retailer2.hard sell3.coupon4.promotional mix5.brand equity6.self-liquidating7.rational appealOFBNEKD5-25-2Task 18.push money9.continuity program10.trade-in11.leverage12.allowance13.reseller14.sales
10、 force15.prospectLMAGHJCI5-25-2Text 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.5-25-2Text ARemembe
11、r 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 the last sentences of
12、each paragraph,and the special prints.Dont read for details.After skimming,try to do Task 2 at the end of the text.5-25-2Text ASales Promotion 1 Promotion is one of the four aspects of marketing.It involves spreading information about a product，product line,brand or company.Promotion comprises four
13、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5-25-2Text AThey are advertising,personal selling，sales promotion and public relations.These four categories make a promotional mix or promotional plan.A promotional mix how m
14、uch 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多孰少。翻译specifiesspecifies 说明说明5-25
15、-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
16、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5-25-2Text 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 product quality.所谓促销，是一种借助媒体和媒体以外的所谓促销
17、，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5-25-2Text AEffective sales promotion increases the basic value of a product for a limited ti
18、me 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
19、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5-25-2Text APurposes of Sales Promotion3 Businesses can target sales promotion at three different :Consumers,resellers,and the companys own sales force.Sale
20、s 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
21、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5-25-2Text 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 they use sales promotion to change this pri
22、ce-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5-25-2
23、Text 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
24、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5-25-2Text ASales Promotion as a Strategy4 Sales promotion is an important component of a small business marketing strategy.In determining the relative importance
25、 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.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
26、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5-25-2Text AFor example,sales promotion and direct mail are particularly attractive a
27、lternatives 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 consumers to select it over those of competitors.比如，当营销预
28、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5-25-2Text ASimilarly,sales promotion is often used in the growth and maturity stages of the product life cycle to stimulate consumers and resellers to choose that product over the comp
29、etitorsrather 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5-25-2Text AFinally,sales promotion tends to work best when it is applied to impulse item
30、s 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示。翻译5-25-2Text ATypes of Sales Promotion5 There are t
31、wo 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5-25-2Text A(1)Consumer Sales Promotion Techniques6 Techni
32、ques 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5-25-2Text ATake spec
33、ial 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
34、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5-25-2Text AFinally,
35、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，
36、可以重复利用。好的，可以重复利用。翻译5-25-2Text 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 allowances.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
37、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5-25-2Text ATake trade shows for instance.Thousands of manufacturers display their wares and take orders at trade shows.Trade shows provide a great opportunity for comp
38、anies 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5-25-2Notes 1A promotional mix specifies how much attention to pay to each of the four categories and how muc
39、h 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5-25-2Notes 4Sales promotion is defined as media and non-media marke
40、ting 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5-25-2Notes 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
41、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。5-25-2Task 2Without referring to the text,now try to complete the following se
42、ntences.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 you should have read a bit more slowly.Adjust the speed of reading t
43、o suit your case.5-25-2Task 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 consumer sales promotion and trade sales promotionConsumers,reselle
44、rs,and the companys own sales force 5-25-2Task 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 glance rather than one word at a time.When you have finished the second rea
45、ding,do the following exercises.You may look back at the text if you want to.5-25-2Task 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 by means of media and non?media.B.There is no limit to the time?length for a
46、 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.B5-25-2Task 32 Compared to the other elements of the marketing mix,sales promotion has the following advantages except _.A.s
47、horter term of operation B.more rational appeal C.more real returnD.higher prices and more profitD5-25-2Task 33.Sales promotion is often preferred when _.A.the product is in the introduction and growth stage of its life cycle B.small businesses are short of marketing budget C.large businesses apply
48、to marketing mix D.complex and expensive items require hands-on demonstrationD5-25-2Task 34.The advantage of spending much on special events lie in that _.A.they can appeal to many sponsors B.they can get support from employees C.they are comparatively easy to manage D.all of aboveD5-25-2Task 35.“Ad
49、vertising 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.a discount on making advertisement D.a certain amount of money spent on advertisingC5-25-
50、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 necessary.allowancesponsorstimulatealternativeorderspecifyobjectiveawarenesscomponentaudiencecompris