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LOGO 国际商务函电International Business Communication 39/s/51/main.htm Project 4 Sales Promotion 1. Learning Objectives 2. Objectives Description 3. Writing Strategy 4. Useful Expressions 39/s/51/main.htm Project 4 Sales Promotion 5. Specimen Letters 6. Notes 7. Skill Training 8. Value-added Reading 39/s/51/main.htm Project 4 Sales Promotion [Learning Objectives] By learning this project, students should be able to: 1. Master the characteristics of sales letter. 2. Identify the layout and writing style. 3. Grasp the useful expressions used in the letters. 4. Accomplish a simulated business writing in practice. 39/s/51/main.htm Project 4 Sales Promotion [Objectives Description] Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price). 39/s/51/main.htm Project 4 Sales Promotion Sales promotion is a tool used to achieve most of the five major promotional objectives: 1.Building Product Awareness 2.Creating Interest 3.Providing Information 4.Stimulating Demand 5.Reinforcing the Brand Project 4 Sales Promotion Sales promotion can be classified based on the primary target audience to whom the promotion is directed. These include: Consumer Market Directed - Consumers are exposed to sales promotions nearly everyday, and many buyers are conditioned to look for sales promotions prior to making purchase decisions. 2. Trade Market Directed –Trade promotions are initially used to entice channel members to carry a marketer’s products and, once products are stocked, marketers utilize promotions to strengthen the channel relationship. 3. Business-to-Business Market Directed – A small, but impor
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