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UNIT 1 A marketing manager can choose from several promotion methods——personal selling,mass selling,and sales promotion 市场部经理有几种营销方式可以选择——人员推销，大众营销和销售推广。 Personal Selling——flexibility is its strength 人员推销——优点在于灵活 Personal selling involves direct face-to-face communication between sellers and potential customers.Face-to-face selling also provides immediate feedback-----which helps salespeople to adapt.Salespeople are included in most marketing mixes .But personal selling can be very expensive So it’s often desirable to combine personal selling with mass selling and sales promotion. 人员推销时推销人员和潜在的顾客进行直接的面对面的交流。面对面的推销也提供了即时的反馈——帮助销售人员调整销售策略。大多数营销组合都需要销售人员。但是，人员推销花费巨大。所以，营销中常常倾向于将人员推销痛大众营销和销售推广结合进行。 Mass selling——reaching millions at a price or even free 大众营销——以一定代价甚至免费面向千万顾客 Mass selling is communicating with large numbers of potential customers at the same time.It’s less flexible than personal selling. But when the target market is large and scattered,mass sellng can be less expensive. 大众营销是在同一时间面向大量的潜在顾客进行交流。大众营销不如人员推销灵活，但是，但目标市场巨大而且较为分散式，大众营销花费较少。 Advertising is the main form of mass selling. Advertising is any paid form of nonpersonal presentation of ideas,goods, or services by an identified sponsor.It includes the use of such media as magazines,newspapers,radio and TV,signs,and direct mail.While advertising must be paid for,another form of mass selling棗publicity—is free. 广告是大众营销的主要方式。广告是由特定的广告主以任何付费的方式，对其观念、商品或服务等所作的非个人的介绍与推广。它使用杂志、报纸、广播和电视、广告牌和直接函件等媒介。相比广告必须付费而言，另外一种大众营销——宣传——确实“免费”的。 Publicity is any unpaid form of nonpersonal presemation of ideas,goods,or services.Of course,publicity people are paid.But they try to attract attention to the firm and its offerings without having to pay media costs.For example,book publishers try to get authors on TV“talk shows”because this generates a lot of interest—and book sales—at no cost to the publisher. 宣传是以任何不付费的方式，对某观念、商品或服务等所作的非个人的介绍与推广。当然，雇请宣传人员需要花费。但是，宣传人员却尽力将潜在顾客的注意力吸引到公司和其产品上，而无需付媒体的费用。例如，图书出版商尽力将作者安排进电视“脱口秀”节目，