商务英语函电chapter6.pptVIP

Chapter 6 Sales Promotion 　 Structure Business knowledge The Study of Letters Case 1 Case 2 Case 3 Letter-writing Guide Case 4 Homework The Purpose of Writing Sales Letters to expand business by selling a particular kind of goods or service to selected types of customers. persuade the readers to buy what you are trying to sell. A sales letter should have the following two factors (1) Offer the information about products. (2) Arouse interest and stimulate desire for buying. AIDA (1) catch the reader’s Attention, (2) arouse their Interest, (3) stimulate their Desire, (4) induce their Action of purchase. Case 1 浙江广博集团股份有限公司是一家集办公文具、印刷纸品、塑胶制品和进出口贸易为一体的现代企业集团，是中国最具竞争力的文具供应商之一。广博公司计划进入美国办公用品市场，制定的战略就是“借道”沃尔玛这一全球最大的跨国零售企业打入美国市场。为此，该公司外贸部与沃尔玛进行接洽，以促销信的方式推介其最新产品——“中国红”高级系列相册，由此走出“分食”美国市场“蛋糕”的重要一步。 Useful Expressions modern enterprise group engage in new and high-tech enterprise Chinese Famous Trademark 现代企业集团 从事，经营 高新技术企业 中国驰名商标 Useful Expressions 5. inform 6. high-grade photo album 7. redound your credit 8. have a good market 9. dealer in this line 告知,通知 高级相册 增加你方的信誉 畅销，销路好 此类商品的经销商 Useful Sentences 1. We are a modern enterprise group that mainly engages in … 2. We have become one of the most competitive suppliers of stationeries. 3. Our company gained such honors successively as … 4. ABC company has informed us that you are searching for … Useful Sentences 5. Our lines reach a standard sufficiently high to redound your credit. 6. They already have a good market in … 7. Dealers in this line have reaped gratifying profits. 8. We enclose a catalogue of the goods for your reference. Guangbo Group Co., Ltd. 501Youngor Ave., Ningbo 315000, China May 25, 2006 Wal-Mart Stores, Inc. Bentonville, Arkansas 72716-8611 U.S.A. Dear Sir, We are a modern enterprise group, mainly engaged in the office stationery, printing paper product, plastic product as well as import/expor