世纪商务英语阅读教程专业篇1第四版unit5

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1、Unit5SalesandPromotionJane5-1UnitIntroductionSalesrefertotheprocessofsellingtheproductsandpromotioninvolvesspreadinginformationaboutaproduct,productline,brandorcompany.Howdobusinessmensellgoodstocustomers?Thisunitwillgiveyouananswertothisquestion.Thereare8tasksd

2、esignedforyouinthisunit.Thesetasksandthethreetextswillhelpyouunderstandsalesandpromotionandthedefinitionandthetechniquesofsalespromotionaswellaspersonalselling.Doyouknowthefollowingwordsandexpressionswhicharerelatedtosalesandpromotion?Ifyouarenotsureaboutthemeani

3、ngsofthem,doTask1beforeyoulookthemupinthedictionary.5-1ProfessionalWords&Expressionsretailerallowancetradedealcorporateimageresellerstimulatesalesforcerationalappealleadwholesalerpushmoneypointofsalevoucherpre-approachn.零售商n.让利贸易协定企业形象n.转卖人v.刺激销售力量，销售人员理性诉求n.线索n.

4、批发商推销员奖金，提成销售点n.代金券；票券预先的准备5-1ProfessionalWords&Expressionsdumpbinpromotionalmixleverageformulatrade-incontinuityprogramprospectcoupondealloaderbrandequityclosinghard-sellself-liquidating垃圾箱营销推广组合杠杆作用；手段n.公式以旧物折价换取同类新物的交易继续订货v.寻找（客户）息票、赠券厂家对零售商的奖励品牌价值；商标资产n.结束（对客

5、户的拜访）硬销售、硬行推销自我清偿RationalAppeal(理性诉求)理性诉求是通过展示商品的质量、性能、价格等有关商品的事实性信息，传商品所固有的属性给消费者带来的实际利益，对消费者进行说服，以使消费者形成积极的品牌态度。这种广告策略被称为“硬销售”(HardSell)。如：某某冰箱的广告“用两天的电，省一天的钱”，所强调的就是商品的节能特性。EmotionalAppeal(感性诉求)情感诉求从消费者的情感需要，诉求产品能满足其需要，从而影响消费者对该产品的印象，产生巨大的感染力与影响力。因此，广告情感诉求应采用一

6、些策略，以达到激发消费者的心理，实现购买行为。如：“威力洗衣机，献给母亲的爱”就属此类诉求方式。5-2Task1MatchthewordsandphrasesinColumnAwiththedefinitionsinColumnB.Afteryouhavefinished,useadictionarytocheckwhetheryourmatchesarecorrectornot.A.amethodofbuyingsomethingbygivingauseditemaspartofthepaymentforanewone

7、B.asmallpieceofprintedpaperthatyoucanexchangeforsomethingorthatgivesyoutherighttobuysomethingatacheaperpricethannormalC.agroupofpeoplewhoareorganizedtosellgoods5-2Task1D.atypeofadvertisingwhichfocusesonthecustomer’spractical,functionalorutilitarianneedfortheprodu

8、ctorserviceE.themarketingeffectsoroutcomesthataccruetoaproductwithitsbrandnameF.anaggressiveinsistenttechniqueofsellingG.toexertpowerorinfluenceonH.discountI.t