文秘英语Unit4(kitty)

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1、Unit4EstablishSoundProfilesfortheCompanyAftercompletingthislesson,studentsshouldbeabletoknow:IdentifythestructureofaproductPromotion;DevelopcommunicationskillsaboutproductPromotion;(BECOralTest)3.Gettoknowhowtousetheinformationcollectedtoworkoutvarioustypesofbu

2、sinessreportsandestablishsoundprofilesforthecompany4.learnwritingMemoLearningObjectivesTeachingProceduresBusinessProfileViewingandSpeakingCaseAnalysisReadingandTranslationWritingSection1BusinessProfile---ProductionPromotion(产品推广）WordsandExpressionPromotionmix营销传

3、播组合Advertising广告（总称）SalesPromotion销售促进Personalselling人员推销Publicrelationsandpublicity公共关系与宣传Targetmarket目标市场Geographicdistribution地理分布Demographiccharacteristics人口特征Freesamples免费样品Tradeshows商业展览会Refund折让，折扣（购物完毕后提供减价，而不是在零售店购买的）Rebate折扣，回扣Seepstake抽奖Potentialconsu

4、mer潜在顾客Incentive鼓励，奖励，刺激Loyaltyscheme顾客忠诚计划，关顾奖励BackgroundReading(相关背景阅读）SelectionofPromotionMixElementsVariousaspectsofaproductinfluenceafirm’sselectionofpromotionmixelements.Firmssellingindustialproductsgenerallyemphasizepersonalsellingintheirpromotionmixesand

5、useadvertising,salespromotion,andpublicitytosupportpersonalsellingefforts.Forconsumerproducts,advertisingistheprimaryelements.Firmsofferingconsumerconvenienceproductspromotethemheavilywithadvertisingandsalespromotion.SampleTest(口试样题）Interlocutor’sQuestionsWhatdo

6、youthinkisthebasicobjectiveunderlyingallpromotion?Whatdoyouthinkarethemostcommonlyusedadvertisingmedia?Doyouthinkadvertisingcost-effective?(Why?/Whynot?)Whydoyouthinkcompaniesusesalespromotion?SuggestedAnswersWhatdoyouthinkisthebasicobjectiveunderlyingallpromoti

7、on?---Ithinkit’stoprovideinformation.Firmswanttotellcustomersaboutthemslevesaswellaswhatproductsareavailabel,wheretheycanbepurchased,andforwhatprices.(2)Whatdoyouthinkarethemostcommonlyusedadvertisingmedia?---Theyarenewspapers,television,directmail,radio,magazin

8、es,andoutdoordisplays.(3)Doyouthinkadvertisingcost-effective?(Why?/Whynot?)---Idon’tthinkso,becauseadvertisingespeciallyusingnationalmediawithimmenseaudiencesisveryex