文秘英语Unit 4(kitty)课件
更新时间:2022-09-27 15:53:28 阅读： 评论：0
Unit4 EstablishSoundProfiles fortheCompany
Aftercompletingthislesson,studentsshouldbeabletoknow:
IdentifythestructureofaproductPromotion;
DevelopcommunicationskillsaboutproductPromotion;
(BECOralTest)
3.Gettoknowhowtoutheinformationcollectedtoworkoutvarioustypesofbusinessreportsandestablishsoundprofilesforthecompany
4.learnwritingMemo
LearningObjectives
TeachingProcedures
BusinessProfile
ViewingandSpeaking
CaAnalysis
ReadingandTranslation
Writing
Section1 BusinessProfile---ProductionPromotion (产品推广)
WordsandExpression
Promotionmix营销传播组合
Advertising广告(总称)
SalesPromotion销售促进
Personallling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
Potentialconsumer潜在顾客
Incentive鼓励,奖励,刺激
Loyaltyscheme顾客忠诚计划,关顾奖励
Thesize,geographicdistribution,anddemographiccharacteristicsofafirm’stargetmarketgreatlyinfluencethechoiceofpromotionelements.Personalllingwilllikelybeanimportantelementforthetargetmarketthathasalimitednumberofpotentialcustomers,whileadvertisingandsalespromotionususallydominatethepromotionmixdesignedtoreachmillionsofpeopleatalowcostperperson.Similarly,personalllingisgenerallymorepracticalwhenafirm’scustomersareconcentratedinasmallarea;advertisingandsalespromotion,whicharemoreflexible,canbeeasilygrearedtomarketsinanygeographicregionwhethersmallandprecilydefinedorlarge.
Atargetmarket’sdemographics-age,income,education,socialclass,occupation---alsoinfluencethepromotionmix.Afirmmarketingtoteenagerswouldemphasizeadvertising,especiallyontelevision,butrelylessonpersonallling,salespromotion,orpublicity.Afirmtargetingeducated,financiallywelloffconsumersaged35andolderwouldupersonallling,advertising,andperhaps,publicitybutnotconsumersalespromotionactivitites,sincecoupons,rebate,andsweepstakesaremoreimportanttolower-andmiddleincomefamilies.
SuggestedAnswers
Whatdoyouthinkisthebasicobjectiveunderlyingallpromotion?
---Ithinkit’stoprovideinformation.Firmswanttotellcustomersaboutthemslevesaswellaswhatproductsareavailabel,wheretheycanbepurchad,andforwhatprices.
(2)Whatdoyouthinkarethemostcommonlyudadvertisingmedia?
---Theyarenewspapers,television,directmail,radio,magazines,andoutdoordisplays.
(3)Doyouthinkadvertisingcost-effective?(Why?/Whynot?)
---Idon’tthinkso,becauadvertisingespeciallyusingnationalmediawithimmenaudiencesisveryexpensive.
---Yes,althoughadvertisingcanbequiteexpensive,manyfirmsstillfind
itcosteffectivebecauitcanreachvastnumbersofpeopleatalowcostperperson.
