PART TWO: Mini-presentation

　　What is important when…

　　Promoting a product 促销产品时应该注意哪些要点?

　　l Advertising 广告

　　l Sales promotion 促销活动

　　l

　　When promoting a product, advertising is very important. It can reach millions of people at a low cost per person. By placing an ad with a mass medium, such as television, radio, newspaper, and magazines, etc., a company can aim at its target market and promote a product effectively.

　　It addition to advertising, sales promotion is also important. Companies can use coupons, free samples, premiums, trading stamps, loyalty schemes, contests, point-of-sale displays and trade shows, etc. to attract existing and potential customers and boost the sales of a product.

　　Apart from the two points, I think direct marketing is also important, direct mail, telephone, and the internet are nowadays used by companies to promote a product.

　　促销一件商品的时候，广告是很重要的。它可以用很低的成本让上百万人知道此产品。一个广告的大众传媒，比如电视、收音机、报纸和杂志等等。一个公司可以针对目标市场有效地宣传产品。

　　除了广告之外，促销活动也很重要。公司可以使用优惠券、免费样品、赠品、印花邮票、顾客忠诚计划，竞赛，销售点展示、商业展览会等等，来吸引已存在的客户和潜在客户促进产品的销售。

　　除了以上两点，我认为直接营销也很重要，直接邮寄广告、电话和网络现如今被用来宣传产品。

　　PART THREE: DISCUSSION

　　Promoting a Product

　　Your company has launched a new medicine into market and now decides to increase sales. You have been asked for your views about how to promote the product. Discuss the situation together, and decide:

　　l what are the promotional strategies

　　l what promotional gifts can be offered and what are the cost and quality of promotional gifts

　　产品促销

　　你们的公司已将一种新药投放市场，现在公司决定要提高该药的销售量。请你们就如何促销该产品提出建议。讨论并决定：

　　l 应采取哪些促销策略

　　l 可以提供哪些促销礼品，他们的成本和质量应如何

　　A：I think the most effective promotional strategy is advertising, since advertising can reach large audiences in a wide area.

　　B: I agree with you. Our product is a new product, we should tell customers that we have launched a new medicine and what kinds of diseases it cures. Advertising can fulfill all these objectives very well.

　　A: That’s right. We should place an ad on television or in a national newspaper, in that way, a large number of people will know our product, although the advertising will be expensive.

　　B: That’s true. We can also put up posters and arrange point-of-sale displays to attract potential customers.

　　A: Apart from advertising, we can also promote our medicine by personal selling. We can employ some experienced salespeople to sell the medicine to hospitals and chemist’s shops.

　　B: Yes, personal selling would be very effective for promoting our product. In addition, we can also use sales promotion to boost sales.

　　A: We can offer promotional gifts to customers who buy this medicine. Any idea for what gifts to offer? I don’t think we should spend a lot of money on gifts, so we may offer small gifts.

　　B: Yes, we can’t afford very expensive gifts. I think we may offer umbrellas and T-shirts, etc., they are cheap and it will be easy for us to advertise our product on these gifts.

　　A: That’s good idea. And I think we can also offer raincoats with our product’s ad on to customers. In rainy days, the ad is quite eye-catching.

　　B: What about the quality of these promotional gifts? Do you think they should be of high quality?

　　A: Yes, high quality signals good image of our company. If these gifts are of low quality, customers may have low opinions of our company, and of course, it will affect the sales of the product.

　　B: I’m quite with you on that. If these gifts are of durable materials, then, they may bear our product ad longer and I think it will help boost the sales.

　　A: 我认为最有效的促销策略是广告，因为广告可以使产品家喻户晓。

　　B：我同意。我们的产品是新产品，我们应该告诉客户我们已经推出了一款新药品说明它能治愈什么疾病。广告能够把所有的目标完成的很好。

　　A：是的。我们应该在电视或者国内报纸上做广告，那样的话，大量的消费者会知道我们的产品，虽然广告的费用很高。

　　B： 是的。我们也可以张贴海报和安排销售点展示来吸引潜在客户。

　　A:除了广告之外，我们也可以用人员来促销我们的药品。我们可以雇佣一些有经验的销售员到医院和药房销售药品。

　　B： 是的，人员销售对宣传我们的产品很有效。此外，我们也可以用促销来促进销售。

　　A: 我们可以为购买药品的客户提供促销礼品。你对提供何种礼物有什么想法么?我不认为我们可以花费大量的金钱在礼物上，因此我们可以提供小的礼物。

　　B： 是的。我们无法承受太昂贵的礼物。我认为我们可以提供散和T恤等等。这些都很便宜对我们来说在这些礼品上做广告也很容易。

　　A：这是好主意。而且我认为我们也可以提供有公司广告的雨衣给消费者。在雨天，广告非常引人注目。

　　B：这些宣传礼物的质量应该怎样呢?你认为应该是高质量的么?

　　A：是的，高质量代表我公司的良好形象。如果这些礼物质量很差，消费者会对我公司有不好的印象，当然，这将影响产品的销售。

　　B：我非常同意。如果这些礼物是使用持久的用品，那么也预示着我们的广告能保留更久一些而且我认为这将促进销售。

　　(1) What do you think is an effective strategy for image building?

　　你认为公司如何才能有效地树立良好的形象?

　　Publicity is an effective strategy for image building.

　　(2) Will you be a salesperson?(Why?/Why not?)

　　你愿意成为推销员吗?(为什么?)

　　Yes, because sales representatives can get substantial financial rewards.

　　(3) Do you think the use of coupons effective in promoting sales?

　　你认为赠券是有效的促销手段吗?

　　Yes, coupons can encourage consumers to try new products and reverse a decline in sales of a product.

　　(4) What do you think are the most common promotion methods?

　　你认为哪些是最常见的促销手段?

　　I think they are coupons, rebates, samples, gifts, trading stamps, contests and sweepstakes.

　　(5) What are the advantages of positive publicity?

　　正面的公共宣传有哪些益处?

　　A newspaper or magazine article or television or radio broadcast can reach large and diverse audiences at no cost to an organization.