Sales Promotion

    促 销

Promotion(促销)一词来自拉丁语,原意是”前进”.用在销售商品上,意思是把企业的产品及服务向客户进行宣传报道,以激发其购买行为,从而扩大产品的销售.

促销活动的主要任务在于传递信息.促销信()是企业在其促销活动中广泛使用的一种宣传方式.特别是当一种产品进入市场前后,企业为了使更多的客户了解该产品,向批发商、零售商或工业产品的最终用户寄送促销信或目录样本，传送最新信息，帮助他们了解和认识本企业的产品或劳务能给他们带来的实际利益，引起客户的注意和兴趣，激发他们的购买欲望，促进他们采取购买行动。

一般来说，促销信应具有以下两个特点：

1．           提供住处沟通产需。促销信应以准确而简洁的语言向客户介绍产品的性能、用途与特点，通过信息交流，沟通企业与客户间的联系，达到促销的目的。

2．           激发欲望，促进需求。促销信不但信息内容要充实，而且应使用明快的语言清闲的体裁，去影响和说服潜在的客户。语言既要吸引人，使人感到亲切，又要体现信息的真实性，使人感到可信可靠。

促销发出后，可能会得不到对方的答复，但企业可以再发一封（追询信）（），询问一下原因，并提出一些对推销有利的新观点和论据，最后表示希望对方能作出反应。

注：追询信不但在促销信发出后可使用，其他如发盘信等在发出后，如未获对方答复，也可用追询信，催促对方答复。

Edwards & Co. Ltd.

45 W. Churchill Road

London, E.C.I

England

China National Import & Export Corporation

P.O. Box 49

Beijing, China

Dear sirs

Re:Stanelo-Thermatron Ltd

Industrial Induction Heaters

Plastic welders

Electron Beam Welders

We have been requested by the above mentioned company to approach you and your main branch for introducing their manufacturing programme, which is briefly outlined in the heading.

The manufacturers and we feel that the best outlet in china would be for the Industrial Induction Heating Equipment, for which we shall be sending you extensive literature.

Regarding Plastic Welding Equipment it may well be that manufacturer here wil not be able to compete against Japan. However, we shall also send literature on this particular angle. 

As far as Beam Welders are concerned, we have sent only one set of literature to you as we would first like to find out whether you are interested and then whether the export licensing position is favorable. Please let us have your enquiries, to which we look forward with inter.

Your faithfully

Edwards & Co. Ltd.

译文

关于Stanelo-Thermatron公司的工业感应电热器和塑料焊接机事宜

我方应上述公司的要求与贵公司及所属主要分公司进行接洽,将该公司的生产计划给贵方,也就是标题简介.

我公司该厂商都认为,在中国销路最好的可能是用于工业的感应加热设备.为此,我方将寄送大量资料以详述该产品.

至于塑料焊接设备,该厂商大有可能竞争不过日本厂商.但,我们仍将寄去这个产品的有关说明书.

关于电子束焊接机,我方只寄上一套产品说明书,因为我们想先了解情况一上贵方是否对此感兴趣,以及出口许可证的情况.我们将期待着贵方的询价.

例2

FMC Corporation

200 East Randolph Drive

Chicago 60601

U.S.A

China National Export Commodities

Packaging Corporation

Beijing

People’s Republic of china

   Dear friends

 Packaging Machinery

Headquartered in Chicago, Illinois, FMC Corporation is a major producer of technically advanced machinery and chemicals for industry and agriculture.

With a history dating back to 1884, FMC has grown to become one of the 100 largest industrial companies in the united states, with 1975 sales in excess of 2 billion. Worldwide, FMC has approximately 41,600 employees at 129 factories in 32 states and 13 foreign countries.

We believe FMC to be one of the leaders of the packaging industry both in the U.S. and abroad. Through our own research, development and engineering efforts and technology-sharing arrangements, we believe we are in a position t exchange views on and discuss the latest technical aspects of the industry.

FMC’S packaging expertise is principally in the following areas:

--packaging and paper box making machinery

--Paper and film converting equipment

--Wrapping machines for varying uses

In the spirit of friendship, equality and mutual benefit, we look a continued strengthening of our relationship with People’s Republic of china..

Sincerely yours

FMC Corporation

 译文

关于包装装潢机械事宜

FMC公司是家主要生产用于工农业方面的技术先进的机器设备和化式产品的厂商,总部设在伊利诺斯州的芝加哥.

FMC公司的历史可追溯到1884年,目前已发展成美国最大的100家工业公司之一,,1975年销售额已超过20亿美元.在全世界,FMC公司有129个工厂颁在美国国内32个州及境个的13个国家,拥有雇员41600人.

     我们认为本公司属美国及世界上包装工业界的主要厂家之一.电子公司在产品的研究、开发和工程技术方面作出了很多努力，加上技术的共享和同研，因此我们相信，我们能就该工业领域内的最新技术的各方面进行讲座和交换意见。

FMC公司主要在以下若干领域内具有包装装潢的技术专长：

---包装装潢及纸盒制造机械

---纸膜粘附转换设备

---多用途包装机