2014年度職稱英語(yǔ)考試（綜合類(lèi)）文章精選六

　　Sales Promotion 產(chǎn)品促銷(xiāo)

　　1. Sales promotion consists of those promotional activities other than advertising,personal selling,and publicity. As such,any promotional activities that do not fall under the other three activities of the promotion mix are considered sales promotion. The trade often uses the term indiscriminately. Businesspersons may use the term “promotion”when they actually mean “sales promotion.”For purpose here,promotion is a broad term that encompasses sales promotion as well as the other three promotional activities.

　　1、產(chǎn)品促銷(xiāo)指的是不同于廣告、個(gè)人銷(xiāo)售和宣傳的推銷(xiāo)活動(dòng)。因此，不屬于以上三種推銷(xiāo)活動(dòng)的推銷(xiāo)活動(dòng)都被認(rèn)為是促銷(xiāo)。實(shí)際生活中經(jīng)常不加區(qū)分地使用這一概念。商務(wù)人員在說(shuō)“推銷(xiāo)”時(shí)，實(shí)際上指的是“促銷(xiāo)”。本文中，推銷(xiāo)是一個(gè)廣義的概念，它包括促銷(xiāo)以及其他三種推銷(xiāo)活動(dòng)。

　　2. The techniques of sales promotion are varied and numerous. The common ones used are coupons,sweepstakes,games,contests,price-offs,demonstrations,premiums,samples,and money refund offers. A combination of these can be used and sometimes is used in the same campaign.

　　2、推銷(xiāo)的手段多種多樣，數(shù)不勝數(shù)。普遍運(yùn)用的手段有附在商品上的贈(zèng)券、各種抽獎(jiǎng)活動(dòng)、游戲、競(jìng)賽、降價(jià)銷(xiāo)售、產(chǎn)品示范、各種獎(jiǎng)勵(lì)、樣品試驗(yàn)以及錢(qián)款返還承諾等等。在同-推銷(xiāo)活動(dòng)中，多種手段可以結(jié)合使用，有時(shí)也確實(shí)結(jié)合使用。

　　3. Sales promotion is temporary in nature. Not being self-sustaining,its function is to supplement advertising,personal selling,and publicity. To launch Budweiser beer in Great Britain,Anheuser-Busch employed the “American”theme. Its TV commercials on the 4th of July and Thanksgiving Day were spots filmed in California with American actors. To supplement its advertising effort,the company used a variety of sales-promotion techniques. It made posters,bunting,flags,pennants,T-shirts,and sweatshirts available to pubs and discos for promotional parties. Bud ashtrays,bar towels,coasters,football pennants,and similar items were offered for sale. Moreover,American disc jockeys were brought in to program American music nights.

　　3、從本質(zhì)上說(shuō)，促銷(xiāo)活動(dòng)具有時(shí)間短暫的特點(diǎn)。由于其本身沒(méi)有自我持續(xù)的能力，它的作用就是作為廣告、個(gè)人銷(xiāo)售和宣傳等推銷(xiāo)活動(dòng)的補(bǔ)充。為了將百威啤酒打入英國(guó)市場(chǎng)，Anheuser-Busch運(yùn)用了“美國(guó)”主題。7月4日和感恩節(jié)的電視廣告播的都是美國(guó)演員在加利福尼亞拍攝的場(chǎng)景。為了加強(qiáng)廣告力度，該公司運(yùn)用了大量的促銷(xiāo)手段，如制作海報(bào)、裝飾旗和三角旗等各種旗幟以及體恤衫和汗衫等供促銷(xiāo)團(tuán)體出入酒吧和迪斯科夜總會(huì)。同時(shí)它還制作煙灰缸、酒吧餐巾、杯墊子、杯托子、足球賽用的三角旗以及諸如此類(lèi)的物品用于銷(xiāo)售。此外，該公司還專(zhuān)門(mén)邀請(qǐng)電臺(tái)的音樂(lè)節(jié)目主持人開(kāi)辦美國(guó)音樂(lè)之夜。

　　4. Sales promotion is not restricted to the stimulation of demand at the consumer level. It may be used to gain middlemen's support as well. In Order to get Thai middlemen to carry Foremost's dairy products,the company used leasing and conditional sales contracts to provide small retail outlets' and restaurants with freezers for $1 if contract terms were met. Foremost also had to convince these resellers not to store other products in the freezers and not to unplug freezer units at night to save electricity.

　　4、促銷(xiāo)不僅局限于拉動(dòng)消費(fèi)者的需求，也可以用來(lái)贏得中間商的支持。為了使泰國(guó)的中間商銷(xiāo)售其乳制品，F(xiàn)oremost公司運(yùn)用租賃和有條件銷(xiāo)售合同以一美元的價(jià)格向那些零售小商店和飯店提供冰柜，條件是要滿足合同條款。同時(shí)，該公司還得說(shuō)服這些轉(zhuǎn)賣(mài)商不要在冰柜中儲(chǔ)存其他產(chǎn)品，并且不要為了省電而在夜間拔去冰柜插座。

　　5. The use of sales promotion is not limited to consumer products. It can be used with industrial selling too. Misawa Homes promoted its House 55 by sending samples to U.S. Homes and Germany's Okal. Pfizer,like other drug firms,attracts drug wholesalers by sponsoring trips and other events. Gifts are given to doctors,and doctors' wives are taken on shopping tours.

　　5、促銷(xiāo)手段的運(yùn)用不僅僅限于消費(fèi)品，它也可以用于工業(yè)銷(xiāo)售。MisawaHomes為了推銷(xiāo)其House55產(chǎn)品而向美國(guó)的Homes公司和德國(guó)的Okal公司寄送樣品。與此類(lèi)似，Pfizer公司同其他藥品公司一樣，通過(guò)組織旅游和其他活動(dòng)來(lái)吸引藥品批發(fā)商。他們向醫(yī)生們贈(zèng)送禮品，而且組織醫(yī)生的夫人們進(jìn)行購(gòu)物旅游。

　　6. The popularity of sales promotion has grown steadily both in the United States and overseas. A survey of executives conducted by Stimulus,Canada's leading advertising journal,revealed a shift from media advertising to sales promotion. Compared with five years ago,three of five firms had moved to spend more of their advertising budget on such nonmedia alternatives as trade shows,point-of-purchase displays,and publicity. According to a POPAI (Point-of- Purchase Advertising Institute) -Du Pont study of shopping behavior in the United States,almost 70 percent of all non-food purchases in supermarkets are generated by in-store decisions. If the same decision-making pattern is prevalent outside the United States,sales promotion should prove to be just as indispensable.

　　6、無(wú)論是在美國(guó)還是在海外，促銷(xiāo)活動(dòng)越來(lái)越受人青睞，而且勢(shì)頭強(qiáng)勁。加拿大首屈一指的廣告雜志Stimulus對(duì)公司經(jīng)理們的一項(xiàng)調(diào)查表明，他們已從媒體廣告轉(zhuǎn)向促銷(xiāo)活動(dòng)。同五年前相比，有五分之三的公司開(kāi)始在廣告預(yù)算中增加對(duì)非媒體手段的投入，如交易展銷(xiāo)、買(mǎi)點(diǎn)展示和宣傳。根據(jù)買(mǎi)點(diǎn)廣告機(jī)構(gòu)和杜邦公司對(duì)美國(guó)人購(gòu)物行為所作的一項(xiàng)調(diào)查。在超市里所有非食品購(gòu)買(mǎi)行為中，幾乎有70%源自顧客在超市內(nèi)的臨時(shí)決定。如果這種購(gòu)物方式能在美國(guó)以外的其他地方盛行開(kāi)來(lái)，那么，將證明促銷(xiāo)活動(dòng)同樣是必不可少的。

　　7. Sales promotion is effective when a product is first introduced to a market. It also works well with existing products that are highly competitive and standardized,especially when they are of low unit-value and have high turnover. Under such conditions,sales promotion is needed to gain that “extra”competitive advantage. A Japanese firm created a great deal of excitement in Thailand by including game cards in its detergent boxes,and consumers could not resist buying more and more in search of the winning cards,Likewise,most gas stations in Thailand at one time gave free washcloths with a gas fill-up. Middlemen were also allowed to participate in the sales-promotion program. Stores were informed of the display,and their salespeople or sales clerks were made aware of the program and benefits.

　　7、當(dāng)某種產(chǎn)品首次進(jìn)入一個(gè)市場(chǎng)時(shí)，促銷(xiāo)活動(dòng)是相當(dāng)有效的。如果產(chǎn)品本身極具競(jìng)爭(zhēng)力，而且比較規(guī)范，那么，促銷(xiāo)也適用于現(xiàn)有產(chǎn)品。尤其是如果這種產(chǎn)品單價(jià)較低而且流通量大。在這種條件下，就需要促銷(xiāo)以贏得額外的競(jìng)爭(zhēng)優(yōu)勢(shì)。一家日本公司通過(guò)將游戲紙牌裝在其洗滌劑盒子中，結(jié)果在泰國(guó)引起轟動(dòng)效應(yīng)。消費(fèi)者情不自禁，越買(mǎi)越多，希望得到勝?gòu)?。與此類(lèi)似，在泰國(guó)大多數(shù)加油站，顧客每加一次油，即可免費(fèi)得到一塊清洗布。中間商同樣可以參加促銷(xiāo)活動(dòng)。經(jīng)銷(xiāo)商店及時(shí)了解產(chǎn)品展示信息，商店的銷(xiāo)售人員和職員對(duì)這些活動(dòng)及其利益一清二楚。

　　8. The effectiveness of sales promotion can be tempered by psychological barriers,and this fact is applicable to middlemen as well as consumers. Some foreign retailers are reluctant to accept manufacturers' coupons because they fear that they will not be reimbursed. Consumers,on the other hand,may view rebates,mail-in coupons,and money-back guarantees with suspicion,thinking that something must be wrong with the product.

　　8、無(wú)論是中間商還是消費(fèi)者，只要有了心理障礙，便會(huì)使促銷(xiāo)活動(dòng)的效果打折扣。有些國(guó)外零售商不大愿意接受產(chǎn)品廠家附在其商品中的贈(zèng)券，因?yàn)樗麄儞?dān)心這些贈(zèng)券中的款項(xiàng)無(wú)法返還。另一方面，消費(fèi)者可能對(duì)折扣、郵寄來(lái)的贈(zèng)券和返還款項(xiàng)的承諾持懷疑態(tài)度，他們會(huì)認(rèn)為，這樣的產(chǎn)品肯定有問(wèn)題。

　　9. Much like many other marketing aspects,sales-promotion methods may have to be modified. The techniques employed,to be effective,should be consistent with local preference. Philips offered a set of dominoes as a premium for electricity purchase in Brazil,where the game is national pastime and electrical products are treated as commodities. A player holds the colored side up to prevent an opponent from seeing the dotted numbers side. Since the company's name was on the back of every domino,electricians were often reminded of the brand.

　　9、促銷(xiāo)方法同營(yíng)銷(xiāo)的其他許多方面極為相似，應(yīng)該加以改進(jìn)。要使所運(yùn)用的手段產(chǎn)生作用，就應(yīng)使它同當(dāng)?shù)叵M(fèi)者的喜好相一致。電力在巴西是視為商品，而在該國(guó)，玩骨牌是一項(xiàng)全國(guó)性的娛樂(lè)活動(dòng)，飛利浦公司即在那里推出一套骨牌作為購(gòu)買(mǎi)電力的獎(jiǎng)品。一方要將骨牌反摳，使彩色的一面朝上，這樣，對(duì)方就看不見(jiàn)帶點(diǎn)數(shù)的那一面。由于每張骨牌的反面印有飛利浦公司的名稱，電工們便會(huì)經(jīng)常想起這種品牌的產(chǎn)品。

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