高级职业英语读写教程2 unit_3-Reading_and_Writing.ppt

Unit 3 Promoting Products and Services Section 1 Getting Things Ready Section 1 Getting Things Ready Section 1 Getting Things Ready Activity 2: Read the passage in Section 2 and complete the following paragraph. Section 2 Things to Do Section 2 Things to Do 1. Promotion is a form of corporate communication that uses various methods to reach a targeted audience with a certain message in order to achieve specific organizational objectives. Nearly all organizations, whether for-profit or not-for-profit, in all types of industries, must engage in some form of promotion. Marketers have at their disposal four major methods of promotion. Taken together these comprise the promotion mix including advertising, sales promotion, public relations and personal selling. Section 2 Things to Do 2. Advantages and Disadvantages of Each Element of the Promotional Mix Section 2 Things to Do Section Two Things to Do Activity One Listen and Write Section Two Things to Do Read and Think Selling a Product Service In order to sell your products or services well, you have to clearly explain your products or services, identify their features and benefits, and discuss what needs or problems they address in the market. If you are selling a product, your reader will want to know what it is, what it does, and its features and benefits. Consider including pictures if they would help your reader get a better understanding of your product. Describe its size, shape, color, cost, design, quality, capabilities, technological life-span and patent protection. You may also wish to explain how it is produced, the materials required, and the type of labor needed. Read and Think Read and Think information that sets your product or service apart from your competition. If you are using your business plan to solicit funds, this is what your reader will want to see. If it is an internal document, your USP will be critical to your sales and marketing strategies. Withou