03 产品销售

  展销会，你准备好了吗

  dialogue

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

  乔负责下周四将要举行的展销会的准备工作。

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

  经理：乔，展销会准备得怎么样了？

  joe: i am concerned for the hall decoration.

  乔：我对大厅内的装潢布置很担心。

  manager: what's the matter?

  经理：怎么了？

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

  乔：装潢应该在下周三结束，我们只剩下六天的时间了。

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

  经理：我想我们必须要抓紧时间了。开幕式定于下周四举行。通知所有客户了吗？

  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.

  乔：是的。半个月前我就已经给他们发去正式请柬了。很高兴我们的展厅在一楼，这样会有更多的人能看到我们的展览。

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

  经理：手册也准备好了吗，里面包括这次展销会的介绍和日程安排吗？

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

  乔：准备好了。我还准备了一份展销会备忘录。

  manager: what about the transport of the exhibits?

  经理：展览品的运输情况怎么样？

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

  乔：目前一切顺利！展览品都已经在仓库里准备好了。

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

  经理：很好。我希望展销会之前一切准备就绪。

  notes

  1. decoration [?dek?'rei??n] n. 装饰；装饰品；勋章

  2. cherish ['t?eri?] v. 珍爱；抱有（希望等）；抚育

  3. guidebook ['gaidbuk] n. 旅行指南，参考手册

  4. in good order 整齐；情况良好

  小贴士

  展销会上常用句型：

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

  就性价比而言，没有任何厂家能和我们相比。

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

  我此行的目的是想寻求与贵公司建立贸易关系的可能性。

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

  我认为我们双方可以先草拟一份临时方案。

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

  我觉得此次参观后您会对我们的产品有更深的了解。

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

  所有的这些产品都是我们今年的畅销货。

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

  如果您对我们的产品感兴趣的话，我可以列表供您参考。

  7. our policy is not to grant exclusivity.

  我们的方针是不授予专卖权。

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

  这些是国际惯例，我们不能违背。

  市场调查莫草率

  dialogue

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

  要做一份市场调研并非易事。

  a: how to carry out a market research?

  a：市场调研是怎样做的？

  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……，这是一个范围很广的问题。市场调研的目标之一就是要找出这种产品是否有市场。

  a: who does this kind of job then?

  a：那么由谁来做这个工作？

  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：有时我们自己搞调研，但对于那些开发费用高的主要产品，我们请专家做调研。调研的预算一般占公司销售额的2%到3%。

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

  a：看来你们公司很重视市场调研。

  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：当然。制定和实施一项成功的市场营销战略，信息是至关重要的一部分。开始做调研时，我们通常会先收集次级资料以判断问题是否部分或全部得到解决，而不是先去收集成本很高的初级资料。

  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级资料？

  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：初级材料的收集方法有4种：观察、专题讨论、问卷调查和实验。为了确保调研成功有效，调研成本是很高的。一般地，国家越发达，可获得的信息越多，调研成本也是如此。

  notes

  1. specialist ['spe??list] n. 专家；专科医生

  2. take up 开始从事；把……继续下去；着手处理；占去

  3. attach importance to sth. 对……引起重视

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

  小贴士

  seven characteristics of good marketing research:

  有效市场调研有7个特征：

  1. scientific method

  科学的方法

  2. research creativity

  调研的创造性

  3. multiple methods

  多种方法

  4. interdependence of models and data

  模型和数据的相互依赖

  5. value and cost of information

  信息的价值和成本匹配

  6. healthy skepticism

  适当的怀疑态度

  7. ethical marketing

  合乎职业道德的市场营销

  广告要有吸引力

  dialogue

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

  简的团队要为公司的新汽车设计一则广告。

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

  简：朱莉亚，关于我们新汽车的广告你有什么看法吗？

  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.

  朱莉亚：我们下个月可以开始做全国范围内的宣传。我打算利用媒体组合达到市场目标。我们的主要目的是向目标客户树立品牌意识，使他们了解我们汽车的操作性能。

  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.

  简：那么你觉得什么才是最有效的广告方式？我的意思是通过哪种途径我们得到的回报最多。因为宣传媒体比以前多了，而且消费者对广告也渐渐产生了怀疑，广告好像没以往那么有效了。

  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.

  朱莉亚：很显然，电视广告最能表现我们的实力，但费用也高。我们的预算很快就会花光，而且不一定能带来好的销售收入。广播虽然花费较低、覆盖面广，但是却不能很好地展示我们产品的特色。

  jane: so do you have a better option?

  简：那么你有更好的主意吗？

  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.

  朱莉亚：我认为我们可以在印刷精美的高级杂志上宣传我们的产品。投入比电视广告要少得多，还能展现出产品的特色。而且有车一族也经常购买和汽车相关的杂志。

  jane: sounds not bad!

  简：听起来不错！

  notes

  1. campaign [k?m'pein] n. 运动；战役；竞选运动；v. 参加竞选，从事运动

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

  3. bang [b??] n. 猛击，猛撞；砰砰的声音；劲儿，活力

  4. buck [b?k] n. 钱；雄鹿，雄兔；v.（马等）猛然弯背跃起；闲谈；吹牛

  5. skeptical ['skeptik?l] adj. 怀疑的

  6. generate ['d?en?reit] v. 产生（光、热、电等）；发生，引起

  7. glossy ['gl?si] adj. 光滑的，有光泽的；浮夸的；n. 有光纸印刷的杂志

  小贴士

  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.

  现代社会中的广告

  广告是宣传企业、推销企业产品的最重要的手段。全世界都在用广告。一种常用的广告形式是送优惠券，这种优惠券登在全国性杂志和地方性报纸上。个体店主可以在当地广告中加入一份优惠券，邀请公众剪下优惠券并凭券到商店领一份免费礼物或购买减价商品。这个方法很流行，因为店家通过回收的赠券数量就可以很容易地评估广告的效果。可以应用的大众媒体包括杂志、直接邮寄、广播、电视、广告牌和报纸等。

  绝妙广告语欣赏：

  1. engineered to move the human spirit.

  人类精神的动力。（梅塞德斯——奔驰）

  2. good to the last drop.

  滴滴香浓，意犹未尽。（麦斯威尔咖啡）

  3. take time to indulge.

  尽情享受吧！（百事可乐）

  4. poetry in motion, dancing close to me.

  动态的诗，向我舞近。（丰田汽车）

  5. think outside the box.

  不同凡想。（苹果电脑）

  6. fresh-up with seven-up.

  喝七喜，冰爽一下。（七喜）

  7. just do it.

  只管去做。（耐克运动鞋）

  8. a kodak moment.

  就在柯达一刻。（柯达胶卷）

  怎样销售最给力

  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.

  约翰·史密斯来上海已经两年了，是一位28岁的单身人士，并无明显的负担。简·康德是一名保险推销员，她想说服约翰给他自己买份保险。

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

  简：史密斯先生，我已根据你个人资料草拟了一份建议书。我们可以深入研究一下吗？

  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，我真的不觉得保险对我有用处。我还很年轻，也没有成家立业，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.

  简：是的。但是你最终要结婚生子，不是吗？为什么不在自己年轻力壮时买份保险呢？我敢肯定你将来结婚时会用得上的。你现在可以买一份便宜的保险，否则将来买的话会很贵。

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

  史密斯先生：得到的回报会比银行存款好吗？

  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.

  简：从长远来看，当然是的。你可以把这作为一项长远的投资计划，而且我们提供的是非常稳健的投资。以后你就会发现你的兑现金额及红利累积增长得有多快。

  notes

  1. personal data 个人资料

  2. move on 继续前进；更换工作（话题等）；离开

  3. point [p?int] n.意义，目的；用途；观点；分数

  4. insurance policy 保险单

  5. fixed incom 固定收入

  6. insurance cover 保险保障；保险范围

  小贴士

  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.

  如何成功地交换产品

  市场营销可以定义为：通过创造产品与价值并与他人交换，旨在满足人们需要的一切人类活动。如今，企业间的竞争很激烈，只有那些能更好地满足顾客需要的企业才能得生存并获取最大利润。商品是用于交换的劳动产品。销售的实质就是使商品或服务的交换发生。要进行某一交换，就必须同时存在以下4个条件：

  第一、任何交换必须有两个或更多的个人、群体或组织参与；

  第二、每一方都必须拥有另一方渴望得到的某种有价值的东西；

  第三、一方必须愿意舍弃自己“某种有价值的东西”以得到另一方拥有的“某种有价值的东西”；

  第四、参与交换的各方必须能相互沟通，以使他们的“某种有价值的东西”进行交换。也就是说，双方通过沟通使得对方能得到他们各自“有价值的东西”。

  外贸流程要熟悉

  dialogue

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

  在运输货物前，买方和卖方需要就保险事宜进行协商。

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