UNIT 8 Promotion Strategy 促销策略
UNIT 8 促销策略 Promotion Strategy
Contents 1 Section I Special Terms 2 Section ll Text Study 3 Section Ill Situational Dialogues Section IV Tasks ●
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Promotion Mix It means the various communication technigues such as advertising,personal selling,sales promotion,and public relations available to a marketer that are combined to achieve specific goals. 促销组合 所谓促销组合，就是企业为了实现特定的营销目标，对格种促销方式 如广告、人员推销、营销推广和公共关系等进行的选择、编配和综合运 用
Section I Special Terms Promotion Mix It means the various communication techniques such as advertising, personal selling, sales promotion, and public relations available to a marketer that are combined to achieve specific goals. 促销组合 所谓促销组合，就是企业为了实现特定的营销目标，对各种促销方式 如广告、人员推销、营销推广和公共关系等进行的选择、编配和综合运 用
Section II Text Study Pre-reading questions 1.What is promotion mix? 2.Do you like the personal selling?Why? 0 3.What is the function of advertising?
Section II Text Study Pre-reading questions 1. What is promotion mix? 2. Do you like the personal selling? Why? 3. What is the function of advertising?
Section II Text Study TextA Promotion Mix Promotion involves a number of tools we can use to increase demand for our products,for example: 1.Personal Selling.The sales person acts on behalf of the organization It is an effective way tomanage personal customer relationships.However, sales people are very expensive and shouldonly be used where there is a genuine return on investment.For example sales persons are oftenused to sell cars or cosmetics where the margin is high. 2.Sales Promotion.It tends to be thought of as being all promotions apart from advertising,personal selling,and publicrelations.Others include couponing,money-off promotions,competitions,and so on.Each sales promotion should be carefully planned. 3.Public Relations(PR).It is relatively cheap.Successful strategies tend to be long-term and plan for all eventualities
Section II Text Study Promotion involves a number of tools we can use to increase demand for our products, for example: 1. Personal Selling. The sales person acts on behalf of the organization. It is an effective way tomanage personal customer relationships. However, sales people are very expensive and shouldonly be used where there is a genuine return on investment. For example sales persons are oftenused to sell cars or cosmetics where the margin is high. 2. Sales Promotion. It tends to be thought of as being all promotions apart from advertising, personal selling, and public relations. Others include couponing, money-off promotions, competitions, and so on. Each sales promotion should be carefully planned. 3. Public Relations (PR). It is relatively cheap. Successful strategies tend to be long-term and plan for all eventualities. Promotion Mix Text A
Section II Text Study 4.Advertising.Advertising is used to develop attitudes,create awareness,and transmit information in order to gain a response from the target market.There are many advertising "media"such as newspapers (local,national,free,trade),magazines and journals,television,cinema, outdoor advertising (such as posters,buses). Marketers will choose different promotional approaches according to the nature of product and the stage of the consumer's decision process.In a word,the elements of the promotion mix are integrated to form a coherent campaign. SALE
Section II Text Study 4. Advertising. Advertising is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising “media” such as newspapers (local, national, free, trade), magazines and journals, television, cinema, outdoor advertising (such as posters, buses). Marketers will choose different promotional approaches according to the nature of product and the stage of the consumer’s decision process. In a word, the elements of the promotion mix are integrated to form a coherent campaign
Section II Text Study New Words and Expressions genuine coherent cosmetic 。 a.真正的 时一致翁，连贯的 j n.化妆品 campaign coupon personal selling n活动● V.发放优惠券 人员销售 eventuality on behalf of poster n.可能性 代養 n报 sales promotion integrate public relation 促销 vt使成一体 公共关系
Section II Text Study New Words and Expressions on behalf of 代表 coherent adj. 一致的，连贯的 campaign genuine a. 真正的 cosmetic n. 化妆品 coupon n. 活动 v. 发放优惠券 人员销售 personal selling n. 可能性 eventuality poster n. 海报 sales promotion 促销 integrate vt. 使成一体 public relation 公共关系
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false(F) according to the above text. 1.Promotion is an important strategy of marketing mix. [T] 2.The means of personal selling is suitable for the sale of all products. [F] 3.The cost of PR is very expensive. [F] 4.The effectiveness of various media is all the same.F] 5.Companies like to carry out the different strategies of promotion mix separately. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] T ] F F [ ] [ F ] Section II Text Study F 1. Promotion is an important strategy of marketing mix. 2. The means of personal selling is suitable for the sale of all products. 3. The cost of PR is very expensive. 4. The effectiveness of various media is all the same. 5. Companies like to carry out the different strategies of promotion mix separately
Section II Text Study Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1.promotion ,A.真正的 2.genuine B.户外的 3.journal C.促销 4.poster D.长期 5.tool E.期刊 6.outdoor ,F利润 7.long-term4 3G.工具 8.margin H.海报
Exercise 2 Match the words in the table below with their correct Chinese equivalents. Section II Text Study 1. promotion 2. genuine 3. journal 4. poster 5. tool 6. outdoor 7. long-term 8. margin A. 真正的 B. 户外的 C. 促销 D. 长期 E. 期刊 F. 利润 G. 工具 H. 海报
Section II Text Study Exercise 3 Fill in the blanks with the appropriate form of the words in brackets. Promotion serves_(serve)to inform,persuade,and remind the market regarding the organization and its products.It attempts to influence feelings beliefs,or behavior.Even an established firm must constantly remind people about its products because there are so many companies trving to_(try to) convince the customer to purclase(purchase)their products
Exercise 3 Fill in the blanks with the appropriate form of the words in brackets. Section II Text Study Promotion (serve) to inform, persuade, and remind the market regarding the organization and its products. It attempts to influence feelings, beliefs, or behavior. Even an established firm must constantly remind people about its products because there are so many companies (try to) convince the customer (purchase) their products. serves to purchase trying to