3-4-1 Product Promotion (1)
3-4-1 产品推销 （一）
Tom: Good morning. I'm glad you are here. Today we have some very important things to discuss.
Joe: Good morning. What are the important things?
Tom: Shall we have a discussion about how we should start a future promoting campaign for our products, especially the new ones? In my opinion, we should work out a careful plan in order to guide our campaign to success.
Joe: I agree with you. The first thing to be discussed is what tool we should use.
Tom: Could you put that in detail?
Joe: There are usually four major tools, namely, advertising, personal selling, sales promotion and publicity. I suggest we use the four together.
Tom: That's a good idea. Advertising is necessary as a means of telling the customers about the goods and services that are offered. I think we can use two or more kinds of media together in a campaign.
Joe: That's quite right. Personal selling is also a very effective tool in building up the buyers' preference and confidence. We need to select several salesmen to establish an interactive relationship with the buyers.
Tom: Yes. And we can start sales promotion to attract potential customers to buy immediately or repeatedly.
Joe: We can hold some promotional events, sending out consumer coupons and free trials, allowing some discounts, etc. In this way, we can arouse customers' interest in our products and encourage them to take prompt action.
Tom: Department stores and supermarkets are the ideal places where promotional events can be held. The last tool, publicity, requires our long continuous effort. If monitored well, publicity has a higher credibility to customers than advertisements do.
Joe: Well, all these tools require a lot of effort. I'll discuss the idea with the sales department and the marketing department, and try to come up with a detailed report.
Tom: Thank you for your hard work.
1. In my opinion, we should work out a careful plan in order to guide our campaign to success.
In my opinion, we should draw up a thorough plan to bring our campaign to success.
2. Advertising is necessary as a means of telling the customers about the goods and services that are offered.
Advertising on TV can create a perfect audio-visual effect, but it lasts only a very short period of time.
Advertising on the Internet will attract a potential mass audience, but it is difficult to control readers' attention and there are some delivery problems.
3. Personal selling is also a very effective tool in building up the buyers' preference and confidence.
I just need five minutes of your time.
I'm here to see if you want some power tools.
I recommend you a new style of portable recorder.
I would like to show you some household equipment produced by our company.
I have something I'm sure you could use.
I know you are a busy man. I just want to show you these samples.
It looks like you are not interested in this model, then let me introduce another one.
4. In this way, we can arouse customers' interest in our products and encourage them to take prompt action.
In this way, we can stimulate customers' interest in our products and inspire them to take prompt action.
In this way, we can intrigue customers' interest in our products and encourage them to take immediate action.
5. If monitored well, publicity has a higher credibility to customers than advertisements do.
If monitored well, publicity is more reliable to customers than advertisements.