介绍自己和公司——介绍一种新产品 Introducing a New Product

介绍一种新产品　Introducing a New Product

如果你的新产品对消费者来说是闻所未闻的（unheard）新生事物，那应当详细介绍产品的成分、功效、维护保养、使用注意事项（notes）等。总之，尽可能全面；如果某种产品是对旧产品的改良，则需重点突出进步之处，如更实惠、更方便、更耐用等。

介绍产品时切忌空洞，通过比较（comparison）和举例，让客户感觉到“看得见、摸得着”的好处。

☉Our newest model is economical and practical.It costs 20%less than the previous model, and is much more durable.

我们的最新款式既经济又实用，比旧款节省了20%的费用，而且更加持久耐用。

☉We now have improved longevity.This product is not only reliable, but also boasts consistency and durability.

我们现在提高了它的寿命。这个产品不仅值得信赖，而且在持久耐用上也值得称道。

☉If you do a price comparison with our products and the leading competitors, you will clearly see the advantage of our products is their affordability.

如果你将我们的产品和我们主要竞争对手的相比较，你可以很清楚地看到我们产品的优势在于它的实惠。

☉With our new patented design, we can blow the competition away.

用我们最新的专利设计，我们可以将对手一举击溃。

对不同客户群体采用不同的介绍方式

明确界定潜在客户群体（potential customer），从而决定介绍产品的方式。如果是高科技产品或工业产品，面对面介绍是个不错的选择；如果目标客户群是时尚意识较强的年轻人（young），则可以考虑网络上图文并茂的介绍；如果希望引起分销商（distributor）或代理商（agent）的兴趣，可以选择邮寄样品和目录，通过电话解答疑问或者请其到公司召开介绍会。

☉Our new product appeals to a younger audience.We need to market heavily on the Internet and other teen-friendly media.

我们的新产品主要是迎合那些较年轻的人群。我们需要将营销重点放在互联网和年轻人钟爱的媒介上。

☉What’s our demographic?Should we focus on direct mailing?

我们的目标客户群是什么人？我们是否应该将精力集中到直接邮寄上？

☉Our target audience will most likely find our products online.We don’t need to worry so much about retail issues.

我们的消费人群大多数可能通过网络了解我们的产品，我们不需要过多担心零售的问题。

☉What’s our profit margin?Can we afford more aggressive marketing?

我们的利润呢？我们是否还有能力来承担积极主动的营销呢？

知己知彼

人们喜欢货比三家，你应当对竞争对手（competitors）的同类产品（similar products）认真研究和调查，总结新产品在价格、质量等诸多方面的优势。在介绍中，用比较的方式向听者说明你们的产品更胜一筹的理由。

☉What is our competition doing to boost their sales in this market?

我们的竞争对手正在采取哪些措施来促进市场销售呢？

☉Have you got the marketing reports back yet?We need to know what it is they are doing so that we can get our product off the ground！

你拿到市场报告了吗？必须对他们现在的行动了如指掌，我们才能使产品的销售顺利进行！

问与答

有效的产品介绍不是大段背诵准备好的演讲稿，而是在与听众的互动中有针对性地回答听众的提问，因为来自听众的问题关系到他们的切身利益。此外，可以将产品初期投入市场的反馈作为介绍的参考内容，调整营销策略。

A：What's the feedback on our product launch?

B：According to the numbers, we're not doing so well with the traditional target audience. I think we need to go back to square one.

A：What we ought to do is to pursue non-traditional market arenas.

A：我们的产品上市后反馈怎么样？

B：通过数字来看，我们在传统目标客户群中做得还不够好。我想我们需要重头再来。

A：我们应该着手在非传统市场领域的推广。

A：We've lost money already?I thought the product launch campaign was going pretty well……Maybe I was mistaken！

B：No, you weren't mistaken. The product launch was very successful.

Primary research indicates a positive reception by our target audience. The only problem is, it will take a little time to show up in the numbers.We just need to be more patient.

A：It's hard to be patient when there's pressure on the pocketbook.

A：我们已经赔钱了吗？我还以为我们的产品上市显示一切顺利……也许我搞错了！

B：不，你没有搞错。我们的产品上市非常成功，初步的市场反馈显示我们的目标客户群很有兴趣，只不过在数字的显现上可能要些时间。我们只是需要更加耐心一些。

A：囊中羞涩的时候是很难保持耐心的。

总结

“酒香不怕巷子深”虽然有理，但是与其坐等客户闻到酒味上门，不如主动出击。介绍一个新产品需要将专业技能、调查研究、客户心理相结合。铺天盖地的吹捧不一定能让听者动容。抓住产品的特点，介绍最吸引客户的部分，在互动中做到有效宣传。

Words　单词表

aggressive积极主动的

anyway无论如何

demographic人口；人群

durable耐用的，结实的

economical经济的，实惠的

feedback反馈

launch上市，发行

longevity持久的

number crunching数字运算

online在线

practical实际的，客观的

reception接受；欢迎

retail零售

Phrases　短语表

blow（sb）away横扫/打败（某人）

boost sales促进销售，增加销售额

direct mailing直接邮寄

focus on……集中精力在……

get（sth）off the ground开始/起始（某事）

go on进展，正在进行

research（a market）研究（市场）

in the black有盈余，顺差

in the red赤字，亏损

market arena市场领域

marketing campaign营销/促销活动

not so fast不要太快

patented design专利设计

There's pressure on the pocketbook.囊中羞涩。

target audience目标人群

show up in the numbers数字显示/表明

play for（a market）经营/致力于（某市场）profit margin利润额sell itself销路很好，畅销

实景对话1

A：So how are we going to market this new product anyway?I don't even know how to get started！

B：It's not too difficult. I believe in the strengths of this product, so I think it might even sell itself！To start with, let's make a list of the advantages……

A：Well, as I see it, our newest model is economical and practical. It costs 20%less than the previous model, and is much more durable. If you do a price comparison with our products and the leading competitors, you will clearly see the advantage of our products is their affordability.

B：Not only that, but also we have improved longevity. This product is not only reliable, but also boasts consistency and durability.

A：With our new patented design, we can blow the competition away.

B：Not so fast. We did some research into this market, and it might be more difficult than we think to get our share of the market.

A：What is our competition doing to boost their sales in this market?

B：They've got a really aggressive marketing campaign going on. We have to figure out if we share the same demographics, or if there is a nitch market we can play for. Bob is working on the report now, I think.

A：Have you got the marketing reports back yet?We need to know what it is they are doing so that we can get our product off the ground！

A：那我们到底该如何将这种新产品投放市场呢？我都不知道该从哪里入手！

B：并不是很难。我对这种产品的实力满怀信心，我觉得它一定会很畅销。让我们先把优势列出来……

A：正如我所看到的，我们的最新款式既经济又实用，比上一款节省了20%的费用，而且更加持久耐用。如果你将我们的产品和我们主要竞争对手的相比较，很显然，我们产品的优势在于它的实惠。

B：不仅仅是那样，我们现在提高了它的寿命。这个产品不仅值得信赖，而且持久耐用也值得称道。

A：用我们最新的专利设计，我们可以将竞争对手一举击溃。

B：没有那么快。我们也做过一些市场调查，市场份额的占有也许没有我们想象得那么简单。

A：我们的竞争对手正在采取哪些措施来促进市场销售呢？

B：他们开展了一个卓有成效的营销活动。我们要明确的是，要和他们争夺同一客户群还是另辟蹊径。我想，鲍勃正在跟进相关的报告。

A：你拿到市场报告了吗？我们必须对他们现在的行动了如指掌，才能使产品的销售顺利进行！

实景对话2

A：What's the feedback on our product launch?

B：According to the numbers, we're not doing so well with the traditional target audience. I think we need to go back to square one.

A：What we ought to do is to pursue non-traditional market arenas.

B：What's our demographic?Should we focus on direct mailing?

A：I'm not so sure direct mailing would be effective. Our new product appeals to a younger audience. We need to market heavily on the Internet and other teen-friendly media.

B：There are practical benefits to a younger target audience. Because theywill most likely find our products online, we don't need to worry so much about retail issues.

A：That's true. But I still feel we ought to be more aggressive.What's our profit margin?Can we afford more aggressive marketing?

B：Like I said, we're not operating in the black.

A：We've lost money already?I thought the product launch campaign was going pretty well……Maybe I was mistaken！

B：No, you weren't mistaken. The product launch was very successful， primary research indicates a positive reception by our target audience. The only problem is, it will take a little time to show up in the numbers.We just need to be more patient.

A：It's hard to be patient when there's pressure on the pocketbook！

A：我们的产品上市后反馈怎么样？

B：通过数字来看，我们在传统目标客户群中做得还不够好。我想我们需要重头再来。

A：我们应该着手在非传统市场领域的推广。

B：我们的目标客户群是什么人？我们是否应该将精力集中到直接邮寄上呢？

A：直接邮寄的方式是否有效不敢肯定。我们的新产品主要是吸引那些较年轻的人群。我们需要将重点放在互联网上和年轻人钟爱的媒介上。

B：在年轻的目标人群中存在着许多很实际的利益。因为他们大多数可能通过网络了解我们的产品，我们无须过多担心零售的问题。

A：那倒是真的，但是我还是觉得我们应该更加主动。我们的利润呢？我们是否还有能力来负担积极主动的营销呢？

B：正如我所说的，我们没有盈利。

A：我们已经赔钱了吗？我还以为我们的产品上市显示一切顺利……也许我搞错了！

B：不，你没有搞错。我们的产品上市非常成功，初步的市场反馈显示我们的目标客户群很有兴趣，只不过在数字的显现上可能要花些时间。我们只是需要更加耐心。

A：囊中羞涩的时候是很难保持耐心的。