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03 產品銷售

展銷會，你準備好了嗎

dialogue

joe is in charge of the preparation of the fair next thursday.

喬負責下周四將要舉行的展銷會的準備工作。

manager: joe, how is the preparation for the fair?

經理：喬，展銷會準備得怎么樣了？

joe: i am concerned for the hall decoration.

喬：我對大廳內的裝潢布置很擔心。

manager: what's the matter?

經理：怎么了？

joe: it should be completed by next wednesday and we have only six days left.

喬：裝潢應該在下周三結束，我們只剩下六天的時間了。

manager: i think we must catch time. the opening ceremony will be held on next thursday. have all the visitors been notified?

經理：我想我們必須要抓緊時間了。開幕式定于下周四舉行。通知所有客戶了嗎？

joe: yes, i sent formal invitations to them half a month ago. i'm glad that our exhibition hall is on the first floor, so that more people can visit our display.

喬：是的。半個月前我就已經給他們發去正式請柬了。很高興我們的展廳在一樓，這樣會有更多的人能看到我們的展覽。

manager: have you prepared the guidebook including the introduction and schedules of the fair?

經理：手冊也準備好了嗎，里面包括這次展銷會的介紹和日程安排嗎？

joe: yes, i have. i also have prepared a fair memo.

喬：準備好了。我還準備了一份展銷會備忘錄。

manager: what about the transport of the exhibits?

經理：展覽品的運輸情況怎么樣？

joe: so far so good! they are all ready in the warehouse.

喬：目前一切順利！展覽品都已經在倉庫里準備好了。

manager: great! i hope everything is in good order before the fair.

經理：很好。我希望展銷會之前一切準備就緒。

notes

1. decoration [?dek?'rei??n] n. 裝飾；裝飾品；勛章

2. cherish ['t?eri?] v. 珍愛；抱有（希望等）；撫育

3. guidebook ['gaidbuk] n. 旅行指南，參考手冊

4. in good order 整齊；情況良好

小貼士

展銷會上常用句型：

1. no one can match us as far as cost performance is concerned.

就性價比而言，沒有任何廠家能和我們相比。

2. the purpose of my coming here is to inquire about the possibilities to establish trade relations with your firm.

我此行的目的是想尋求與貴公司建立貿易關系的可能性。

3. i think our two parties can draw up a tentative plan first.

我認為我們雙方可以先草擬一份臨時方案。

4. i think you'll know our products better after this visit.

我覺得此次參觀后您會對我們的產品有更深的了解。

5. all these articles are our best selling lines this year.

所有的這些產品都是我們今年的暢銷貨。

6. if you are interested in our products, i will prepare a list of them.

如果您對我們的產品感興趣的話，我可以列表供您參考。

7. our policy is not to grant exclusivity.

我們的方針是不授予專賣權。

8. these are international practice. we can't break them.

這些是國際慣例，我們不能違背。

市場調查莫草率

dialogue

it's not easy to carry out a market research.

要做一份市場調研并非易事。

a: how to carry out a market research?

a：市場調研是怎樣做的？

b: hmmm…that's a very wide question. one of the objects of market research is to find out whether the products will have a market or not.

b：嗯……，這是一個范圍很廣的問題。市場調研的目標之一就是要找出這種產品是否有市場。

a: who does this kind of job then?

a：那么由誰來做這個工作？

b: sometimes we carry it out by ourselves, but for the major products costing higher we would employ specialists. the market research budget normally takes up 2% to 3%of the company sales.

b：有時我們自己搞調研，但對于那些開發費用高的主要產品，我們請專家做調研。調研的預算一般占公司銷售額的2%到3%。

a: it seems that your company attaches great importance to the market research.

a：看來你們公司很重視市場調研。

b: of course. information is a critical ingredient in formulating and implementing a successful marketing strategy. when starting a research, we always collect the secondary data first to see whether their problems have been partly or wholly solved rather than the costly primary data.

b：當然。制定和實施一項成功的市場營銷戰略，信息是至關重要的一部分。開始做調研時，我們通常會先收集次級資料以判斷問題是否部分或全部得到解決，而不是先去收集成本很高的初級資料。

a: what's that mean? what is the costly primary data?

a：那是什么意思？什么是成本很高的初級資料？

b: primary data can be collected in four ways: observation, focus groups, surveys and experiment. it will cost much in order to ensure a successful and efficient survey. the general rule is that the more developed the country, the greater the information available,and so is the cost.

b：初級材料的收集方法有4種：觀察、專題討論、問卷調查和實驗。為了確保調研成功有效，調研成本是很高的。一般地，國家越發達，可獲得的信息越多，調研成本也是如此。

notes

1. specialist ['spe??list] n. 專家；專科醫生

2. take up 開始從事；把……繼續下去；著手處理；占去

3. attach importance to sth. 對……引起重視

4. ingredient [in'gri:di?nt] n. 成分；原料，配料；因素

小貼士

seven characteristics of good marketing research:

有效市場調研有7個特征：

1. scientific method

科學的方法

2. research creativity

調研的創造性

3. multiple methods

多種方法

4. interdependence of models and data

模型和數據的相互依賴

5. value and cost of information

信息的價值和成本匹配

6. healthy skepticism

適當的懷疑態度

7. ethical marketing

合乎職業道德的市場營銷

廣告要有吸引力

dialogue

jane's team is going to design an advertisement of their new car.

簡的團隊要為公司的新汽車設計一則廣告。

jane: julia, have you got any ideas about the advertising of our new car?

簡：朱莉亞，關于我們新汽車的廣告你有什么看法嗎？

julia: we can start a national campaign next month. i plan to use the media mix to reach our target. our main goal is to establish brand awareness among our target customers and make them know the operating performance of our car.

朱莉亞：我們下個月可以開始做全國范圍內的宣傳。我打算利用媒體組合達到市場目標。我們的主要目的是向目標客戶樹立品牌意識，使他們了解我們汽車的操作性能。

jane: so what do you see as the most effective means of advertising? i mean what gives us the most bangs for the buck. advertising seems to become less effective because there are more types of media and consumers are becoming more skeptical.

簡：那么你覺得什么才是最有效的廣告方式？我的意思是通過哪種途徑我們得到的回報最多。因為宣傳媒體比以前多了，而且消費者對廣告也漸漸產生了懷疑，廣告好像沒以往那么有效了。

julia: obviously tv will show our capabilities the best, but it is also expensive. too much of our budget would be drained and not much sales revenue would be generated. radio ad costs less and has a wide spread but it can't show our car's features very well.

朱莉亞：很顯然，電視廣告最能表現我們的實力，但費用也高。我們的預算很快就會花光，而且不一定能帶來好的銷售收入。廣播雖然花費較低、覆蓋面廣，但是卻不能很好地展示我們產品的特色。

jane: so do you have a better option?

簡：那么你有更好的主意嗎？

julia: i think we could publicize our products by advertising in glossy magazines. the cost would be lower than tv by far, but our features could still be seen. and also car owners often buy car related magazines.

朱莉亞：我認為我們可以在印刷精美的高級雜志上宣傳我們的產品。投入比電視廣告要少得多，還能展現出產品的特色。而且有車一族也經常購買和汽車相關的雜志。

jane: sounds not bad!

簡：聽起來不錯！

notes

1. campaign [k?m'pein] n. 運動；戰役；競選運動；v. 參加競選，從事運動

2. performance [p?'f?:m?ns] n. 表演；實行；履行；性能；本事

3. bang [b??] n. 猛擊，猛撞；砰砰的聲音；勁兒，活力

4. buck [b?k] n. 錢；雄鹿，雄兔；v.（馬等）猛然彎背躍起；閑談；吹牛

5. skeptical ['skeptik?l] adj. 懷疑的

6. generate ['d?en?reit] v. 產生（光、熱、電等）；發生，引起

7. glossy ['gl?si] adj. 光滑的，有光澤的；浮夸的；n. 有光紙印刷的雜志

小貼士

advertising in modern society

advertising is the most important means of promoting businesses and the products they manufacture. it's used throughout the world. a well-used form of advertising is the use of coupons that are found in national magazines and local newspapers. an individual store owner may include a coupon in his local advertising. the customers are invited to clip the coupon and bring it to the store to receive a free gift or a reduced price on merchandise. this is particularly popular because the merchant can easily assess the effectiveness of his advertising by keeping track of the number of returned coupons. the mess media used include magazines, direct mail, radio, television, billboards and newspapers.

現代社會中的廣告

廣告是宣傳企業、推銷企業產品的最重要的手段。全世界都在用廣告。一種常用的廣告形式是送優惠券，這種優惠券登在全國性雜志和地方性報紙上。個體店主可以在當地廣告中加入一份優惠券，邀請公眾剪下優惠券并憑券到商店領一份免費禮物或購買減價商品。這個方法很流行，因為店家通過回收的贈券數量就可以很容易地評估廣告的效果。可以應用的大眾媒體包括雜志、直接郵寄、廣播、電視、廣告牌和報紙等。

絕妙廣告語欣賞：

1. engineered to move the human spirit.

人類精神的動力。（梅塞德斯——奔馳）

2. good to the last drop.

滴滴香濃，意猶未盡。（麥斯威爾咖啡）

3. take time to indulge.

盡情享受吧！（百事可樂）

4. poetry in motion, dancing close to me.

動態的詩，向我舞近。（豐田汽車）

5. think outside the box.

不同凡想。（蘋果電腦）

6. fresh-up with seven-up.

喝七喜，冰爽一下。（七喜）

7. just do it.

只管去做。（耐克運動鞋）

8. a kodak moment.

就在柯達一刻。（柯達膠卷）

怎樣銷售最給力

dialogue

john smith has been in shanghai for two years. he is 28 and still single. he has no apparent liabilities. jane kant is an insurance saleswoman and wants to persuade john to buy insurance for himself.

約翰·史密斯來上海已經兩年了，是一位28歲的單身人士，并無明顯的負擔。簡·康德是一名保險推銷員，她想說服約翰給他自己買份保險。

jane: mr. smith, i've prepared a proposal for you according to your personal data. shall we move on with it?

簡：史密斯先生，我已根據你個人資料草擬了一份建議書。我們可以深入研究一下嗎？

mr. smith: miss kant, i really don't see the point of getting an insurance policy. i'm still young and single. what's more, i have fixed income and some savings of my own.

史密斯先生：康德小姐，我真的不覺得保險對我有用處。我還很年輕，也沒有成家立業，更重要的是，我有固定的收入和自己的存款。

jane: you're right. but you'll get married and have children eventually, won't you? why don't you have an insurance cover when you're young and healthy? i dare make sure you'll need it when you get married in the future. you may choose to get it cheap now or expensive in the future.

簡：是的。但是你最終要結婚生子，不是嗎？為什么不在自己年輕力壯時買份保險呢？我敢肯定你將來結婚時會用得上的。你現在可以買一份便宜的保險，否則將來買的話會很貴。

mr. smith: will the return be better than the bank savings?

史密斯先生：得到的回報會比銀行存款好嗎？

jane: in the long run, yes. you can regard it as a long term investment plan. and we are talking about a quite secure investment here. you will see that your total cash value and dividends accumulate very fast.

簡：從長遠來看，當然是的。你可以把這作為一項長遠的投資計劃，而且我們提供的是非常穩健的投資。以后你就會發現你的兌現金額及紅利累積增長得有多快。

notes

1. personal data 個人資料

2. move on 繼續前進；更換工作（話題等）；離開

3. point [p?int] n.意義，目的；用途；觀點；分數

4. insurance policy 保險單

5. fixed incom 固定收入

6. insurance cover 保險保障；保險范圍

小貼士

how to exchange goods successfully

marketing can be defined as any human activity which is directed at satisfying demands by creating and exchanging goods and value with others. nowadays firms are facing stiff competition and the firms which can best satisfy customer demands will survive and make the largest profits. goods are products of labor used to exchange. the essential of marketing is to make the exchange of goods or service take place. four conditions must exist to realize the exchange.

first, an exchange requires participation by two or more individuals, groups, or organizations.

second, each party must possesses something valuable that the other party desires.

third, each party must be willing to give up its “something of value” to get the“something of value” held by the other.

forth, the parties to the exchange must be able to communicate with each other to make their “something of value” available. that is to say, the two parties communicate to make their “something of value” available to each other.

如何成功地交換產品

市場營銷可以定義為：通過創造產品與價值并與他人交換，旨在滿足人們需要的一切人類活動。如今，企業間的競爭很激烈，只有那些能更好地滿足顧客需要的企業才能得生存并獲取最大利潤。商品是用于交換的勞動產品。銷售的實質就是使商品或服務的交換發生。要進行某一交換，就必須同時存在以下4個條件：

第一、任何交換必須有兩個或更多的個人、群體或組織參與；

第二、每一方都必須擁有另一方渴望得到的某種有價值的東西；

第三、一方必須愿意舍棄自己“某種有價值的東西”以得到另一方擁有的“某種有價值的東西”；

第四、參與交換的各方必須能相互溝通，以使他們的“某種有價值的東西”進行交換。也就是說，雙方通過溝通使得對方能得到他們各自“有價值的東西”。

外貿流程要熟悉

dialogue

before shipping the goods, the seller and the buyer need to negotiate about insurance.

在運輸貨物前，買方和賣方需要就保險事宜進行協商。

a: may i ask what insurance covers according to your usual cif terms?

a：請問根據你們常用的到岸價格條款，都包括哪些險別？