大学核心商务英语读写教程2课件李世琴 左静霞978 7 81134 884 2第2册4单元的.ppt

Objectives Text A Cyberpromotion: Communicating with Customer Online 1. Background Information 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. Sales promotion is temporary in nature. Not being self sustaining, its function is to supplement advertising, personal selling, and publicity. 2. Introduction to the Text Theme of the Text Text A mainly explains how companies promote their products and services online. Effective online makers can blend promotional and non-promotional information indirectly delivering the advertising messages through their sites. 2. Introduction to the Text 文体特征分析 本商务语篇为 说明文体。 语言通俗易懂，恰当的实例，让读者很容易明白如何具体应用该文提到的促销方法，在阅读的过程中不知不觉地就可以领悟到一些专业营销策略的含义。 作者在说明过程中特别注重数字和百分比的使用，这样会大幅提高文中实例的可信度，从而增强了该语篇的说服力度。例如：Between 1949 and 1951, advertising on television grew 960 percent. Sega’s home page averages 250,000 visits a day. 3. Business Terms (1) “push” technology “推”技术 Push technology describes a style of Internet-based communication where the request for a given transaction is initiated by the publisher or central server. It is contrasted with pull technology, where the request for the transmission of information is initiated by the receiver or client. 3. Business Terms (2) marketing mix 营销组合 The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four Ps, the marketing mix elements are price, place, product, and promotion. 4. Words and Expressions ⑴ advent /?dv?nt / n. 4. Words and Expressions (2)prospective/???????????/adj. 4. Words and Expressions (3) cultivate /k?ltiveit/ v.