实用商务英语 促销手段

3　促销手段

你将听到的

样品促销

We'll send them to you for your test and criticism.

推荐促销

We have pleasure in recommending to you the following goods.

通知有活动

We are having a promotion this week.

心理鼓动

We hope that you'll take this opportunity.

巧舌如簧

You are so lucky. They are on sale today. It costs only 180 Yuan.

你也许会说

分期付款

A widely used promotion method by local retailers is to provide interestfree payment by installment.

运用手段

In order to promote the sales, businessmen use various promotions.

绞尽脑汁

We racked our brains to keep promotion costs to a minimum.

职场心经

对厂家而言，在推出一种新产品的同时，必须通过各种方式大力促销，让顾客了解产品的性能、以及与众不同的特质。

促销之前，推销人员必须对本公司的产品有一个彻底的了解，包括产品质量、特性、保质期、使用方法、与同类产品相比较的优势等，这样才可以在顾客询问时做出满意的答复。在推销过程中，要保持热情的态度、耐心的服务以及优秀的专业素质。

一般情况下，推销产品必须先引起潜在客户的注意，使他们对该产品感兴趣进而使他们产生购买的欲望，最后建议他们立即采取行动。

必备的词汇热身

●　percent [pəˈsent] n.百分比

●　calculate [ˈkælkjuleit] v.计算

●　discount [ˈdiskaunt] n.折扣

●　reduce [riˈdju:s] v.减少

●　low [ləu] adj.低的

●　identical [aiˈdentikəl] adj.相同的

●　netizen [ˈnetizən] n.网民

●　instead of 代替；而不用

当提到促销手段的时候你会听到

We'll send them to you for your test and criticism.

我们将把样品寄给您测试。

We have pleasure in recommending to you the following goods.

我们很高兴推荐以下的商品给你们。

We are having a promotion this week.

我们本周搞促销。

We hope that you'll take this opportunity.

希望你们能把握这次机会。

You are so lucky. They are on sale today. It costs only 180 Yuan.

您真走运。今天正好在促销。只要180元。

I'm afraid we can't pay for your sales promotion.

我们恐怕不能负担你们的促销费用。

The salesman covered the northern part of the country.

该推销员负责在该国北部地区促销。

当提到促销手段的时候你会说

1．A widely used promotion method by local retailers is to provide interest-free payment by installment.

当地商家促销手段通常是分期付款，不收利息。

2．In order to promote the sales, businessmen use various promotions.

为了促进销量，商家们运用了各种手段。

3．Although sending text messages is wide, the effect isn't good, just a means to promote it.

发短信范围广，但其实效果也不算大，只是个促销手段吧。

4．We racked our brains to keep promotion costs to a minimum.

我们绞尽脑汁，把促销成本降至最小。

5．Collect the competitor's information of advertising and promotion.

收集竞争对手广告投放情况和促销信息。

6．Really? Do you know other ways of special marketing?

真的吗？你知道其他有趣的促销方法吗？

7．It can work in conjunction with sales and promotional activities to clinch a deal.

它与销售与促销两项工作结合起来招揽生意。

拓展学习

传统促销

A：How did you do your promotion before?

你们之前用了什么促销手段？

B：Especially faced the consumers' murky desire of auto purchase, the price preferential benefit was still the most effective promotion method.

尤其是面对消费者低迷的购车欲望，价格优惠仍然是最见效的促销手段。

The traditional promotion method has the personnel to sell, the advertisement sales promotion, business sales promotion and the special sales promotion and so on.

传统的促销手段有人员推销、广告推销、营业推销和特种推销等。

There are a lot of ways to push sale in U.S.A., for example, try to make yourself known by TV ads.

在美国有好多促销手段，如可以通过电视广告来提高你们的知名度。

Industry experts warned consumers to be cautious home, do not let your marketing impact means objective assessment.

业内专家提醒消费者，置业须谨慎，不要让促销手段影响您的客观评价。

effective和efficient都可以表示有效的，它们的用法如下：

effective adj. producing the desired result产生预期结果的，有效的。普通用语，使用的范围最广，可以用于物、法律等，也可用来指人。指物时，表示能产生优良效果，给人以深刻印象。指法律时，表示生效、实行。指人时，表示实际的，现行的。After the government had taken some effective measures, prices began to level off.政府采取了一些有效措施后，物价开始稳定了。

efficient adj. working well, quickly, and without waste有效的，效率高的。用于人时，指具有很强的工作能力和效率；用于物时，指不浪费、效率高。He is a quick, efficient boss.他是一个勤快、效率高的老板。

大血本促销

A：What big actions should you take?

你们能做点儿什么大行动呢？

B：This lost less than the past auction prices or purchase price to a common spaces such as marketing tool.

这和以往的期房降价或是购房送车位等常见的变相降价促销手段相比，显得实惠多了。

Discounts, gifts, etc. as a major means of promotion, and even the exhibitors have made "BMW sent home" slogan.

打折、赠送等成为主要促销手段，甚至有参展商打出“买房送宝马”的口号。

Cheap drugs pharmaciy's lower price, promotion of various means and styles, would lead to the common people rush to buy a lot of drugs.

平价药房的药品降价、降价、再降价，各种促销手段层出不穷，自然会使一些老百姓趋之若鹜，购买大量的药品。

To Qiujiao Hui, company executives found that the ads do not work all of a sudden, though Qiujiao Hui put in a 5500 yuan per square meter of Tiaolou Jia, still took home a duck.

不过到了秋交会前，公司老总发现，广告突然不起作用了，虽然在秋交会上挂出了每平方米5500元的跳楼价，依然捧回了一个鸭蛋。

场景应用

为了将新产品更好地推向市场，公司准备了周全的促销计划。

A：Our new computer is due for release next month. I think we've finally worked the kinks out.

B：That's essential, since quality is the big picture of the ad campaign. The computers must work really well if they're going to be the cash cow we're hoping for.

A：Let's go over our promotion plans again.

B：OK. We have six major retailers running demonstrations at most branches. And our exhibition team is already on the road setting up for computer shows.

A：Good. What about print and radio?

B：We've taken out full-page ads with two large trade magazines. And more important, our press releases have been well received.

A：Any other ads?

B：Yes. We're putting full-page ads in the Sunday edition of three major newspapers.

A：Sounds perfect.

A：我们新款的电脑预定在下个月上市。我想我们终于把所有的琐碎问题都解决掉了。

B：那很重要，因为品质是这次广告的主打重点。这些电脑必须要真的很好用，那样才能成为我们所期待的摇钱树。

A：我们再把促销计划看一遍。

B：好的。我们有六家重点零售商在大部分的分店进行现场展示，而且我们的参展团队已经准备好参加各个计算机展了。

A：很好。那么平面媒体和广播呢？

B：我们已经在两家大型商业杂志上刊登了全版广告。更重要的是，我们的新闻稿反应良好。

A：还有其他广告吗？

B：有的。我们会在三家主流报纸的周日版刊登全页广告。

A：听起来很周全。

* * *

picture本义是“图画，照片”，但是不能望文生义地将big picture理解为“大照片，大图画”的意思。Big picture有两层意思：一是“全局，大局”。若是说He can see the big picture.代表此人并非单单着眼于眼前的蝇头小利，而是可以综观全局，放眼未来，仍有长期规划的能力；二是可以理解为“（事情的）主要部分，重点”。如果你有什么重要事情或者问题要讲的时候，不妨用用这个句子：Let's concentrate on big pictures.保证别人对你另眼相看。

* * *

公司的销售额一直在下降，这可把大家愁怀了。机警的约翰提议在网上促销，这很快引起了领导的重视。

A：Sales in the last two months have been down; I can hardly imagine what would turn out if things go on deteriorating in this way. Is there anything wrong with our sales strategies?

B：Actually, people are becoming more cautious with their money and consumption since the economic situation is not that optimistic now. I heard a lot of my friends working in other companies complaining about the constant dropping of the sales volumes.

A：Then what should we do? We have to do something right?

B：Why not try the cyber promotion?

A：I am confused.

B：Okay, I'll put it in another way. Why not do some promotion on the internet.

A：That sounds quite interesting.

B：The number of the netizens in China has been growing all the time..

A：I know this.

B：Actually, in order to encourage visits to their websites, a lot of companies provide many opportunities for interaction. Reports show that, this is very efficient as well as effective.

A：Definitely we shall not miss this chance.

A：过去两个月的销售额下降了。真不敢想象，如果事情持续这样恶化下去，会产生什么后果。是不是我们的销售策略出现了问题？

B：事实上，由于现在的经济形势不太乐观，人们对于花钱消费更小心谨慎了。我听许多在别的公司上班的朋友也在抱怨销售额持续下降。

A：那我们该做点什么呢？我们必须采取些措施，对不对？

B：为什么不使用网络促销呢？

A：我没听明白。

B：好，我换一种方式跟你说。为什么不在网络上做一些促销活动呢？

A：听起来挺有意思的。

B：中国的网民数量这些年一直在速度增加。

A：这一点我知道。

B：实际上，许多商家为了提高网页的访问量，都提供了许多互动的机会。调查报告显示，这很有实效。

A：我们当然不能错过这个机会。