文秘英语Unit 4(kitty).ppt

Teaching Procedures Business Profile Viewing and Speaking Case Analysis Reading and Translation Writing Section 1Business Profile Production Promotion (产品推广） Words and Expression Promotion mix 营销传播组合 Advertising 广告（总称） Sales Promotion 销售促进 Personal selling 人员推销 Public relations and publicity 公共关系与宣传 Target market 目标市场 Geographic distribution 地理分布 Demographic characteristics 人口特征 Free samples 免费样品 Trade shows 商业展览会 Refund 折让，折扣（购物完毕后提供减价，而不是在零 售店购买的） Rebate 折扣，回扣 Seepstake 抽奖 Potential consumer 潜在顾客 Incentive 鼓励，奖励，刺激 Loyalty scheme 顾客忠诚计划， 关顾奖励 Background Reading(相关背景阅读） Selection of Promotion Mix Elements Various aspects of a product influence a firm’s selection of promotion mix elements. Firms selling industial products generally emphasize personal selling in their promotion mixes and use advertising, sales promotion, and publicity to support personal selling efforts.For consumer products, advertising is the primary elements. Firms offering consumer convenience products promote them heavily with advertising and sales promotion. The size, geographic distribution,and demographic characteristics of a firm’s target market greatly influence the choice of promotion elements. Personal selling will likely be an important element for the target market that has a limited number of potential customers, while advertising and sales promotion ususally dominate the promotion mix designed to reach millions of people at a low cost per person. Similarly, personal selling is generally more practical when a firm’s customers are concentrated in a small area; advertising and sales promotion, which are more flexible, can be easily greared to markets in any geographic region whether small and precisely defined or large. A target market’s demographics-age, income, education, social class, occupationalso influence the promotion mix. A firm marketing to teenagers would emphasize advertising, especially on television, but rely less on personal selling, sal