2020商务英语中级口试练习题：产品推广

　　Product Promotion 产品推广

　　Selection of promotion mix elements

　　营销传播工具的选择

　　Various aspects of a product influence a firm’s selection of promotion mix elements.

　　营销传播工具的选择受到产品特征的影响。

　　Firms selling industrial products generally emphasize personal selling in their promotion mixes and use advertising, sales promotion, and publicity to support personal selling efforts.

　　销售工业品的公司大多重视人员销售这一销售工具，同时辅以广告、促销活动和公共宣传等营销工具。

　　For consumer products, advertising is the primary element.

　　广告是销售消费品的首选。

　　Firms offering consumer convenience products promote them heavily with advertising and sales promotion.

　　销售便利消费品的公司在很大程度上依赖于广告和促销活动来推销产品。

　　The size, geographic distribution, and demographic characteristics of a firm’s target market greatly influence the choice of promotion elements.

　　目前销售市场的大小、地理分布情况和人口特征会极大地影响营销传播工具的选择。

　　Personal selling will likely be an important element for the target that has a limited number of potential customers, while advertising and sales promotion usually dominate the promotion mix designed to reach millions of people at a low cost per person,

　　对于一个潜在客户有限的目标市场来说，人员推销就成为重要的营销传播工具，而如果产品要以较低的人均成本传播到广大的受众，广告和促销活动则是主要的营销传播工具。

　　similarly, personal selling is generally more practical when a firm’s customers are concentrated in a small area; advertising and sales promotion, which are much more flexible, can be easily geared to markets in any geographic region whether small and precisely defined or large.

　　同样的道理，如果公司的顾客集中在一个较小的区域，人员推销则是一个较为可行的营销传播工具;广告和促销活动因其灵活性可适用于任何一个无论大小或特定的市场。

　　A target market’s demographics- age, income, education, social class, occupation—also influence the promotion mix.

　　目标市场的人口特征，即年龄、收入、受教育情况、所属社会阶层以及职业等特征，也会影响到营销传播工具的选择。

　　A firm marketing to teenagers would emphasize advertising, especially on television, but rely less on personal selling, sales promotion, or publicity.

　　目标市场为青少年的公司应主要运用广告，尤其是电视广告作为营销传播工具，而应较少的使用人员推销、促销活动和公共宣传。

　　A firm targeting educated, financially well off consumers aged 35 and older would use personal selling, advertising, and perhaps, publicity but not consumer sales promotion activities, since coupons, refunds, and sweepstakes are more important to lower-and middle-income families.

　　而如果目标市场为年龄在35岁或35岁以上、受过良好教育而且富有的顾客，则应选用人员推销、广告或公共宣传，但不应选择促销活动，因为优惠券、折让和抽奖对中低收入的家庭更为适用。

　　PART ONE: INTERVIEW

　　(1) What do you think is the basic objective underlying all promotion?

　　你认为什么是所有促销活动最基本的目标?

　　I think it’s to provide information. Firms want to tell customers about themselves as well as what products are available, where they can be purchased, and for what prices.

　　(2) What do you think are the most commonly used advertising media?

　　你认为哪些是最常使用的广告媒体?

　　They are newspapers, television, direct mail, radio, magazines, and out-door displays.

　　(3) Do you think advertising cost-effective?(Why?/Why not?)

　　你认为广告节省费用吗?(为什么?)

　　I don’t think so, because advertising especially using national media with immense audiences is very expensive.

　　(4) What do you think companies use sales promotion?

　　你认为公司进行促销活动是出于什么原因?

　　Sales promotion can provide direct incentives to customers, motivate sales-people, and stimulate dealers to be interested and involved in distributing a product.

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