商务函电Correspondence5-Trade-Promotion（促销）

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1、ChapterVTradePromotion推销7/19/20211TeachingObjectivesKnowhowtodosalespromotionKnowhowtointroduceacommoditytoanewcustomerKnowhowtowritetoaninactivecustomerKnowhowtorecommendasubstituteproduct7/19/20212IntroductionWhataresalesletters?Saleslettersareaformo

2、fadvertising.Theyaimtosellparticularkindsofgoodsorservicestoselectedtypesofcustomersandthusexpandyourbusiness.7/19/20213PleasefollowtheprinciplestowritesaleslettersknownasAIDA:attention,interest,desireandactioncapturecustomer’sAttentionarousetheirInter

3、estcreateDesireencourageActionofpurchase7/19/20214SampleLetter1AnunsolicitedsalesletterUnsolicitedsalesletter----togatherfactsaboutyourproductorservice;----toidentifyseveralsellingfeaturesthatwillfulfillspecificcustomerneeds;Solicitedsalesletter----an

4、answertoaninquiry1.Cooperativeadvertising2.PreferWeprefertosendthedocumentsbyairmail.Wepreferwaitingtoplacinganorderhastily.WepreferChineseGreenTeaforitsfinequalityandspecialflavor.7/19/20215SampleLetter2APromotionLetterLead-inQuestion:Wouldyoupleasefi

5、ndoutthesellingfeaturesinthispromotionletter?7/19/20216SampleLetter3Asalespromotionlettertoaninactivecustomer1.fillvt.执行(订单等)；满足(要求等)E.g.Wecanfillyourorderfor300piecesofbicyclesimmediately.2.ceaseIfthebuyerrefusestopaytheincreasedprice,thenthisagreeme

6、ntshallceaseatonce.Weworkedwithoutceasetogettheprojectfinishedontime.Atlasttheyceasedworkingforlackofcapital.Thefactoryceasedproduction.7/19/20217SampleLetter3Asalespromotionlettertoaninactivecustomer3.delayWehopethisdelaywillnotcauseyouanyinconvenien

7、ce.Pleasedelaydeliveryuntilfurtherinstructions.4.onone’spart/onthepartof在……方面Weregretthatowingtosomedelayonthepartofoursuppliers,weareunabletogetthegoodsreadybeforetheendofthismonth.5.assureWeassureyouofourreadinesstocooperatewithyou.Weassureyouthatall

8、yourenquirieswillreceiveourimmediateattention.7/19/20218arangeofThenewmodelcomesinanexcitingrangeofcolors.Wehavebeingexportedinawiderangeoftechnologyandequipmentinelectronics.SampleLetter4Requestforademonstrationorinterview7/19/20219Sa