（精）Unit 3 Promoting Products and Services.ppt

Task 1 Find out more information about USP. USP, the Unique Selling Proposition (also called Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates Company. Today the term is used in other fields or just casually to refer to any aspect of an object that distinguishes it from similar objects. Also, a number of businesses and corporations currently use USPs as a basis for their marketing campaigns. Task 2 Tell whether the following statements are true or false. Write T for True and F for False. 1. In order to sell your products or services well, you have to clearly explain your products or services. 2. In order to sell your products well, you have to identify their features and benefits. 3. When selling a product, you need to introduce its features and benefits instead of its technological life-span and patent protection. 4. When selling a service, you are required to explain what need it satisfies in the marketplace. 5. In order to help your customers get a full understanding of your service, you should provide them with trivial details that will bore them. 6. USP is one important thing that you must keep in mind no matter you are selling a product or a service. 7. For a food product, its USP could be a proprietary recipe or some special way it is prepared. 1. What do we have to do when selling our products? I have to clearly explain our products or service, identify their features and benefits, and discuss what needs or problems they address in the market. 2. What product information may our clients want to know? The information includes: what a product is, what it does, and its features and benefits; its size, shape, color, cost, design, quality, capabilities, technological life-s