外贸函电第二版-Unit 07 销售促销

Unit 7 Sales Promotion 销售促销

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。2

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。

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 to be made of…(由……制成) (1) to be moderate in price, superior in quality, excellent 介绍所促 in craftsmanship, and novel in designs…(价格公道， 销的产品，质量上乘，工艺精湛，设计新颖……) 使对方了 解并对该 to be beautiful in pattern, elegant in style, matching 产品产生 in colors and skillful in workmanship…(式样优美， 款式典雅，色泽和谐，做工考究……) 兴趣 to be famous for…(以……著名)4

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)5

(2) to compare favorably with…(优于) 进行商品比 to be 形容词比较级 than…(比……要……) 较，体现本 产品的优势， a comparison will convince … of …(比较会使人 进一步激发 相信……) 对方的兴趣

to make a comparison of …. in respect to …(作 有关……的比较)(3) to give … the first chance…(给予……优先) 给予对方一 定的优惠条 to offer/ allow/ give/ grant … a… discount… 件，诱发对 (给……折扣) 方的购买欲 望

to advise you to avail yourselves of … in your own (4) 表述对方可 interest…(建议你方……为了自己的利益) 以从中获益， deem it to one’s advantage to do … to 引起对方最 (认为……对……很有利) 终的购买行 为 We deem it to your advantage to avail yourselves of our offer. to advise … to work fast…(劝……尽早做决定)

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.to be acceptable to …(可以为……接受)7

7.3 Specimen Letters(样函)Letter 1:Product promotionDear 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 of1 forwarding under separate air shipment2 directly to your attention.8

Customers who have ordered this highly innovative machine on a trial basis3 have praised its unique features, especially its completely automated operation, and have placed repeated orders4. By integrating this revolutionary new machine into your manufacturing system we feel sure5 your production volume can be substantially increased. We are looking forward to your reply. Very truly yours, Robin Williams9

Personally 亲自地； 就个人而言； You'll deal with it personally? Good.

take something personally 以为…是 冲着自己来的 At first I took it personally when he yelled at me.

evaluate 评价 Don't evaluate a person on the basis of appearance. Don't evaluate people by their clothes

take the liberty of doing …冒昧地做某事、擅自做某事 I have taken the liberty of submitting an idea to several of their research departments. 我已自作主张地向他们的几个研究部门提出了一个想法。

liberty 自由； 许可权； 解放，释放 There is no formal confirmation so far that he is at liberty. 目前还没有正式确认他已经获得人身自由。 take liberties 过分亲昵，过于随便 You've taken too many liberties with me. 你对我太随便了。12

under separate air shipment另航空邮寄 directly 直接地； 立即； 正好地； 坦 率地 He's directly responsible to the boss. directly below/ahead 正下方；正前方

innovative adj. 革新的； 创新的； He was one of the most creative and innovative engineers of his generation. 他是他那代人当中最富创造性与革新精 神的工程师之一。 on a trial basis试用阶段14

only: 普通用词，常可与sole换用，但侧 重仅限于指定的人或物，而不需要更多。 single: 语气较强，强调仅此一个，再无 第二个。 sole: 语气强于only,指仅有一个或一群， 只考虑这一个或这一群。 unique: 非正式用词，侧重在一类中唯一 无可匹敌、无与伦比的特征。 alone: 着重专指某人或某物，而不是别的。15

feature 特征； 容貌；起主要作用；以…为主要 内容 The magazine makes a feature of children's stories. 该杂志以刊登儿童故事为特色。

It's a great movie and it features a Spanish actor who is going to be a world star within a year... 这是一部精彩的影片，主演是一位西班牙

演员，他不出 一年就会成为国际巨星。

repeat order追加订货16

integrate使一体化； 使整合；整体的； 完整的 We must integrate theory with practice. 我们必须把理论与实际结合起来。

volume 量； 体积；大量的；17

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 Jones18

in the near future 不久； 为期不远； 近期； 最近 The President will visit China in the near future. 总统将在近期内访华。

in return 回报的：作为回报或回复的 I'm just watching for a chance to punish him in return! 我正在伺机报复他呢！

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 favorably6 with those of other makes7.

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