标准书号48-49 308-04891 Chapter 5 Sales Promotion and Follow-ups新.pptVIP

国际商务英语写作 作者：管春林 Chapter 5 Sales Promotion and Follow-ups Chapter 5 Sales Promotion and Follow-ups 5.1 Questions for discussion 5.2 Background information 5.3 Sample letters 5.4 Analysis and discussion 5.5 Points to remember 5.6 More useful patterns 5.1 Questions for discussion （1） What is the purpose of a sales promotion ？ （2） What suggestions can you give for successful promotion of products ？ （3） Can you list some points for attention in a promotion letter ？ 5.2 Background information What are the purposes of sales promotion letters？ Sales promotion letters aim to persuade the recipient to buy the writer ’s products and to expand business. When the exporter fails to receive the expected order or inquiry after sending the information asked for ，then it is necessary for him to write a follow-up letter ． 5.3 Sample letters Read the following letters to see how these sales letters and follow-up letters are worded and structured to achieve their purposes ． 5.4 Analysis and discussion What are their common purposes and common structures ？ Three essential parts： （1）In the first part ，the writer refers to an inquiry or a previous communication； （2）The second part introduces new selling points ，such as the good quality of products or favorable business terms available ； （3）In the third part ，the writer advises the reader to order the goods or tries to move the reader to take advantage of the good chance ． The structure of a follow-up letter （1）A reference to a transaction or an exchange of information in the past ； （2）Asking tactfully why the expected inquiry or order has not come ； （3）Providing additional information to stimulate the recipient ’s interest in writer’s products. （4）A friendly close to end the letter ， in which an expectation may be expressed ． Question Do you have any new points to add to the above list ？ 5.5 Points to remember （1）Start the letter by arousing the reader’s interest and encouraging him to take notice of the benefits the pr