外研社新视野商务英语综合教程2：第二版教学课件unit4.pptx

Unit 4Promoting洛阳纸贵paper is dear in LuoyangThis Chinese idiom originates from the story of a writer named Zuo Si in the Jin Dynasty. He wrote Rhapsody on the Three Capitals (《三都赋》). The work was so popular and copied by so many people, that it causes a paper shortage in Luoyang. Later, “洛阳纸贵” is used to describe a work being all the rage (风行一时) for a time.Promotion is a key element in putting across the benefits of a product or service to the customers. High-quality goods, well-designed marketing, and promotional strategies will ensure long-term success.Q1: Can you think of more Chinese idioms about promotion?Q2: Can you list some promoting strategies?Unit OverviewBy studying this unit, you are expected to:learn different promotion methods and their characteristics;learn about product placement;know different advertising techniques;know about the advertising media;read a graph and write a description.Unit 4 PromotingContentsLead-inWritingBusiness Know-howReading AReading BMoral ReflectionsListeningCommunication ProjectUnit 4 PromotingThe following are some typical approaches of promotion. Match them with the relevant pictures.Task 1BFAEDCUnit 4 PromotingTask 2Discuss with your partner and see if you both agree on:1. Who are the target customers of each promotion approach listed above?● sampling: to acquaint new customers with a new product.● premiums: they are usually offered to promote multiple purchases and to reward loyal customers.● clearance sale: an inventory management tool aiming to stimulate purchase for price-conscious consumers, mostly associated with the retail industry.● trade show/fair: to attract prospective professional buyers.● contests and sweepstakes: the enthusiasm and incentive reaction will generate traffi cs and new potential customers.● outdoor advertising: to attract interested passers-by.Unit 4 Promoting2. Do you know any other ways of promotion that are not in the list?● TV commercials● Loyal customer programs● Sales letters● Telephone sel