03 产品销售

03 产品销售

展销，准备吗

dialgue

je is in harge f the preparatin f the fair next thursday.

乔负责周四举展销准备工。

anager: je, h is the preparatin fr the fair?

理：乔，展销准备怎样？

je: i a nerned fr the hall deratin.

乔：厅内装潢布置很担。

anager: hat's the atter?

理：怎？

je: it shuld be pleted by next ednesday and e have nly six days left.

乔：装潢应该周结束，剩六间。

anager: i think e ust ath tie. the pening ereny ill be held n next thursday. have all the visitrs been ntified?

理：想必须抓紧间。开幕式周四举。通知客户吗？

je: yes, i sent fral invitatins t the half a nth ag. i' glad that ur exhibitin hall is n the first flr, s that re peple an visit ur display.

乔：。半月已给正式请柬。很高兴展厅楼，样更展览。

anager: have yu prepared the guidebk inluding the intrdutin and shedules f the fair?

理：手册准备吗，包括次展销介绍程安排吗？

je: yes, i have. i als have prepared a fair e.

乔：准备。准备份展销备忘录。

anager: hat abut the transprt f the exhibits?

理：展览品运输情况怎样？

je: s far s gd! they are all ready in the arehuse.

乔：目切顺利！展览品已仓库准备。

anager: great! i hpe everything is in gd rder befre the fair.

理：很。希望展销之切准备绪。

ntes

1. deratin [?dek?'rei??n] n. 装饰；装饰品；勋章

2. herish ['t?eri?] v. 珍爱；抱（希望等）；抚育

3. guidebk ['gaidbuk] n. 旅指南，参考手册

4. in gd rder 整齐；情况良

贴士

展销常句型：

1. n ne an ath us as far as st perfrane is nerned.

性价比言，任何厂相比。

2. the purpse f y ing here is t inquire abut the pssibilities t establish trade relatins ith yur fir.

目想寻求贵司建立贸易关系性。

3. i think ur t parties an dra up a tentative plan first.

认为双以先草拟份临案。

4. i think yu'll kn ur prduts better after this visit.

觉次参观您产品更深解。

5. all these artiles are ur best selling lines this year.

些产品今畅销货。

6. if yu are interested in ur prduts, i ill prepare a list f the.

果您产品感兴趣话，以列表供您参考。

7. ur pliy is nt t grant exlusivity.

针授予专卖权。

8. these are internatinal pratie. e an't break the.

些际惯例，违背。

市场调查莫草率

dialgue

it's nt easy t arry ut a arket researh.

做份市场调研并非易。

a: h t arry ut a arket researh?

a：市场调研怎样做？

b: h…that's a very ide questin. ne f the bjets f arket researh is t find ut hether the prduts ill have a arket r nt.

b：嗯……，范围很广问题。市场调研目标之找产品否市场。

a: h des this kind f jb then?

a：由谁做工？

b: seties e arry it ut by urselves, but fr the ajr prduts sting higher e uld eply speialists. the arket researh budget nrally takes up 2% t 3%f the pany sales.

b：己搞调研，但些开费高产品，请专做调研。调研预算般占司销售额2%3%。

a: it sees that yur pany attahes great iprtane t the arket researh.

a：司很重视市场调研。

b: f urse. infratin is a ritial ingredient in frulating and ipleenting a suessful arketing strategy. hen starting a researh, e alays llet the sendary data first t see hether their prbles have been partly r hlly slved rather than the stly priary data.

b：。制实施项功市场营销战略，信息至关重部。开始做调研，通常先收集次级资料以判断问题否部或全部解决，先收集本很高初级资料。

a: hat's that ean? hat is the stly priary data?

a：什意思？什本很高初级资料？

b: priary data an be lleted in fur ays: bservatin, fus grups, surveys and experient. it ill st uh in rder t ensure a suessful and effiient survey. the general rule is that the re develped the untry, the greater the infratin available,and s is the st.

b：初级材料收集4：观察、专题讨论、问卷调查实验。为确保调研功效，调研本很高。般，越达，获信息越，调研本。

ntes

1. speialist ['spe??list] n. 专；专科医

2. take up 开始；把……继续；手处理；占

3. attah iprtane t sth. ……引重视

4. ingredient [in'gri:di?nt] n. ；原料，配料；因素

贴士

seven harateristis f gd arketing researh:

效市场调研7特征：

1. sientifi ethd

科

2. researh reativity

调研创造性

3. ultiple ethds



4. interdependene f dels and data

模型数据相互依赖

5. value and st f infratin

信息价值本匹配

6. healthy skeptiis

适怀疑态度

7. ethial arketing

合乎职业德市场营销

广告吸引力

dialgue

jane's tea is ging t design an advertiseent f their ne ar.

简团队为司新汽车设计则广告。

jane: julia, have yu gt any ideas abut the advertising f ur ne ar?

简：朱莉亚，关新汽车广告什吗？

julia: e an start a natinal apaign next nth. i plan t use the edia ix t reah ur target. ur ain gal is t establish brand aareness ang ur target usters and ake the kn the perating perfrane f ur ar.

朱莉亚：月以开始做全范围内宣传。打算利媒体组合达市场目标。目向目标客户树立品牌意识，使解汽车操性。

jane: s hat d yu see as the st effetive eans f advertising? i ean hat gives us the st bangs fr the buk. advertising sees t bee less effetive beause there are re types f edia and nsuers are being re skeptial.

简：觉什才最效广告式？意思通哪途径回报最。因为宣传媒体比以，且消费广告渐渐产怀疑，广告像以往效。

julia: bviusly tv ill sh ur apabilities the best, but it is als expensive. t uh f ur budget uld be drained and nt uh sales revenue uld be generated. radi ad sts less and has a ide spread but it an't sh ur ar's features very ell.

朱莉亚：很显，电视广告最表现实力，但费高。预算很快花光，且带销售收入。广播虽花费较低、覆盖广，但却很展示产品特色。

jane: s d yu have a better ptin?

简：更意吗？

julia: i think e uld publiize ur prduts by advertising in glssy agazines. the st uld be ler than tv by far, but ur features uld still be seen. and als ar ners ften buy ar related agazines.

朱莉亚：认为以印刷精美高级杂志宣传产品。投入比电视广告少，展现产品特色。且车族常购买汽车相关杂志。

jane: sunds nt bad!

简：听错！

ntes

1. apaign [k?'pein] n. 运动；战役；竞选运动；v. 参加竞选，运动

2. perfrane [p?'f?:?ns] n. 表演；实；履；性；本

3. bang [b??] n. 猛击，猛撞；砰砰声音；劲儿，活力

4. buk [b?k] n. 钱；雄鹿，雄兔；v.（马等）猛弯背跃；闲谈；吹牛

5. skeptial ['skeptik?l] adj. 怀疑

6. generate ['d?en?reit] v. 产（光、热、电等）；，引

7. glssy ['gl?si] adj. 光滑，光泽；浮夸；n. 光纸印刷杂志

贴士

advertising in dern siety

advertising is the st iprtant eans f prting businesses and the prduts they anufature. it's used thrughut the rld. a ell-used fr f advertising is the use f upns that are fund in natinal agazines and lal nespapers. an individual stre ner ay inlude a upn in his lal advertising. the usters are invited t lip the upn and bring it t the stre t reeive a free gift r a redued prie n erhandise. this is partiularly ppular beause the erhant an easily assess the effetiveness f his advertising by keeping trak f the nuber f returned upns. the ess edia used inlude agazines, diret ail, radi, televisin, billbards and nespapers.

现代社广告

广告宣传企业、推销企业产品最重手段。全世界广告。常广告形式送优惠券，优惠券登全性杂志性报纸。体店以广告加入份优惠券，邀请众剪优惠券并凭券商店领份免费礼物或购买减价商品。很流，因为店通回收赠券数量以很容易评估广告效果。以应众媒体包括杂志、直接邮寄、广播、电视、广告牌报纸等。

绝妙广告语欣赏：

1. engineered t ve the huan spirit.

类精神动力。（梅塞德斯——奔驰）

2. gd t the last drp.

滴滴香浓，意犹未尽。（麦斯威尔咖啡）

3. take tie t indulge.

尽情享受吧！（百乐）

4. petry in tin, daning lse t e.

动态诗，向舞近。（丰田汽车）

5. think utside the bx.

凡想。（苹果电脑）

6. fresh-up ith seven-up.

喝七喜，冰爽。（七喜）

7. just d it.

管做。（耐克运动鞋）

8. a kdak ent.

柯达刻。（柯达胶卷）

怎样销售最给力

dialgue

jhn sith has been in shanghai fr t years. he is 28 and still single. he has n apparent liabilities. jane kant is an insurane salesan and ants t persuade jhn t buy insurane fr hiself.

约翰·史密斯海已两，位28岁单身士，并明显负担。简·康德名保险推销员，她想服约翰给己买份保险。

jane: r. sith, i've prepared a prpsal fr yu arding t yur persnal data. shall e ve n ith it?

简：史密斯先，已根据资料草拟份建议书。以深入研究吗？

r. sith: iss kant, i really dn't see the pint f getting an insurane pliy. i' still yung and single. hat's re, i have fixed ine and se savings f y n.

史密斯先：康德姐，真觉保险处。很轻，立业，更重，固收入己存款。

jane: yu're right. but yu'll get arried and have hildren eventually, n't yu? hy dn't yu have an insurane ver hen yu're yung and healthy? i dare ake sure yu'll need it hen yu get arried in the future. yu ay hse t get it heap n r expensive in the future.

简：。但最终结婚，吗？为什己轻力壮买份保险呢？敢肯结婚。现以买份便宜保险，否则买话很贵。

r. sith: ill the return be better than the bank savings?

史密斯先：回报比银存款吗？

jane: in the lng run, yes. yu an regard it as a lng ter investent plan. and e are talking abut a quite seure investent here. yu ill see that yur ttal ash value and dividends auulate very fast.

简：长远，。以把为项长远投资计划，且提供非常稳健投资。以现兑现金额及红利累积增长快。

ntes

1. persnal data 资料

2. ve n 继续；更换工（话题等）；离开

3. pint [p?int] n.意义，目；途；观点；数

4. insurane pliy 保险单

5. fixed in 固收入

6. insurane ver 保险保障；保险范围

贴士

h t exhange gds suessfully

arketing an be defined as any huan ativity hih is direted at satisfying deands by reating and exhanging gds and value ith thers. nadays firs are faing stiff petitin and the firs hih an best satisfy uster deands ill survive and ake the largest prfits. gds are prduts f labr used t exhange. the essential f arketing is t ake the exhange f gds r servie take plae. fur nditins ust exist t realize the exhange.

first, an exhange requires partiipatin by t r re individuals, grups, r rganizatins.

send, eah party ust pssesses sething valuable that the ther party desires.

third, eah party ust be illing t give up its “sething f value” t get the“sething f value” held by the ther.

frth, the parties t the exhange ust be able t uniate ith eah ther t ake their “sething f value” available. that is t say, the t parties uniate t ake their “sething f value” available t eah ther.

何功交换产品

市场营销以义为：通创造产品价值并交换，旨满足需切类活动。今，企业间竞争很激烈，些更满足顾客需企业才存并获取最利润。商品交换劳动产品。销售实质使商品或服务交换。某交换，必须存以4条件：

第、任何交换必须两或更、群体或组织参；

第、每必须拥另渴望某价值东西；

第、必须愿意舍弃己“某价值东西”以另拥“某价值东西”；

第四、参交换各必须相互沟通，以使“某价值东西”交换。，双通沟通使各“价值东西”。

外贸流程熟悉

dialgue

befre shipping the gds, the seller and the buyer need t negtiate abut insurane.

运输货物，买卖需保险宜协商。

a: ay i ask hat insurane vers arding t yur usual if ters?

a：请问根据常岸价格条款，包括哪些险别？

b: ell, in ters f if, e ill ver the gds against ith partiular average plus risk f breakage.

b：依据岸价格条款，为批货投保水渍险加破碎险。

a: i think e'd better have insurane against all risks.

a：想最投保切险。

b: e think s, t. if all risks is nt guaranteed, in ase there is any serius prble, e'll suffer a great lss that e an't affrd.

b：样想。果办理切险，万什严重问题，遭受承担巨损失。

a: judging fr the reent situatin in the iddle east, i hpe t add insurane against ar risks.

a：近东局势，希望够加保战争险。

b: n prble. e agree t add the verage f ar risks, but the preiu shuld be brne by yur pany.

b：问题。意加保战争险，但保费由贵司承担。

a: k, it's a deal.

a：，交。

b: yu ay rest assured that e ill have the gds insured as sn as they are shipped as yu required. the underriters are respnsible fr the lai as far as it is ithin the ver.

b：以放，货物运输，按贵求给货物投保。保险责任范围内，保险司应负责赔偿。

ntes

1. if（st insurane and freight）岸价

2. all risks 切险

3. ar risks 战争险

4. underriter ['?nd??rait?] n. 保险商；承诺支付；承购

5. as far as ……言；远……；……程度

贴士

简单外贸流程：

1. 建立外贸业务关系

2. 报价（盘、盘、接受、询盘）

比较常报价形式：fb（船交货价格）、nf（本加运费）、if（岸价包括本、保险费加运费）。

3. 签订口合（付款式、保险、包装运输）

4. 安排装运（备货、包装、订舱、装箱、运输）

5. 报关（准备报关材料、提供单证）

6. 收汇

7. 核销

8. 退税

订单业务

dialgue

if there is n dispute in the negtiatin, the buyer ill plae the rder.

果谈判异议，买订单。

a: r. sith, if yu an give the final ffer i ant, i an plae the rder right aay.

a：史密斯先，果提供最报盘合适，以立刻订单。

b: i' sure yu'll find ur prie st favrable. the arket pries fr ttn gds have gne up treendusly in reent years, but ur pries haven't hanged uh.

b：现价格最优惠。近几，棉织品市场价格涨幅度很，价格变化并。

a: but i have a large rder. hat kind f disunt uld yu give e if i ere t plae an rder fr 500 sets?

a：但订单量很。果500套订单，以给少折扣？

b: n an rder f 500, e an give yu a disunt f 2 perent at the st.

b：订500套订单，最给2%折扣。

a: hat is the earliest tie hen yu an ake delivery?

a：最快什候交货？

b: e uld ship yur rder ithin tenty days f reeiving yur payent.

b：收货款20内货。

a: yu kn that the tie f delivery is very iprtant t us. uld e expet an earlier shipent ithin t eeks?

a：知货间很重。收货款两周内货吗？

b: e shall effet shipent as sn as the prduts are ready. i believe that the prduts ill reah yu as early as pssible and in gd rder. i' sure they ill give yu plete satisfatin.

b：货物准备尽快货。相信货物尽快并完整运，令您满意。

a: i'd like t g ahead and plae an rder fr 500 sets. thank yu very uh fr yur peratin.

a：先500套订单，非常感谢您合。

b: nt at all.

b：客气。

ntes

1. arket prie 市场价

2. treendusly [tri'end?sli] adv. 惊；非常，

3. at the st 至，超

4. ake delivery 交货

贴士

订单英语：

1. e'd like t rder yur prduts. e'll fax ur ffiial rder later.

想订货，稍传真正式订单。

2. an e ake a hange n rder n. 6958?

以修改订单号为6958订单吗？

3. hat's the iniu quantity f an rder fr yur prduts?

产品最订单量少？

4. the size f ur rder depends greatly n yur pries.

订单量很程度取决提供价格。

5. as a trial rder, please send us 80 sets nly s that e ay test the arket. if suessful, e ill give yu large rders afterards.

试订单，请给80套以便调查市场。果销售功，以更订单。

6. i ant t tell yu h uh i appreiate yur rder.

想非常感谢您订购产品。

以样：

i uld like t say thank yu very uh fr yur rder.

7. great! i'll just fill in the purhase rder and have yu sign it.

极! 马写订购单并请您签字。

8. e ill get the prduts dispathed ithin the stipulated tie.

按期交货。

9. the earliest delivery e an ake is at the end f next nth.

最快交货期月月底。

怎样付款便快捷

dialgue

the negtiatin has reahed the final stage.the t parties are disussing h t ake the payent.

谈判入最阶段，双正讨论以何式付款。

a: all right, e've settled the questins f prie, quality and quantity, then the ters f payent.

a：，已谈妥价格、质量数量问题，接谈谈付款式。

b: e nly aept payent by irrevable letter f redit payable against shipping duents.

b：接受撤销、凭装运单据付款信证。

a: i see. uld yu ake an exeptin and aept d/a r d/p?

a：明白。破例接受承兑交单或付款交单式吗？

b: i a srry but i' afraid nt. e insist n a letter f redit.

b：很抱歉，恐怕。坚决求采信证付款。

a: hen i pen a letter f redit ith a bank,i have t pay a su f depsit. that'll tie up y ney and inrease the st f y iprt.

a：银开立信证，付笔押金。样占压资金，增加口本。

b: yu ay nsult yur bank and see if it is pssible t redue the required depsit t a iniu.

b：以开证商量，否把押金减少最低限度。

a: but there ill be still bank harges in pening the l/. if yu uld aept d/a r d/p and dra n e just as if there n great differene t yu, but it uld d e a great favr.

a：但开立信证支付银手续费。果接受承兑交单或付款交单，做信证样给开汇票，区别，但帮助很。

b: ell, yu ust be aare that an irrevable letter f redit gives the exprter the additinal guarantee f the bank. e alays require payent by l/ fr ur exprts. and the ther ay rund, e use l/ fr ur iprts.

b：应该知，撤销信证给口商增加银担保。口向求采信证，反讲，口信证付款。

a: ell, it sees that there is n r fr aneuvers.

a：吧，回旋余。

b: i' srry abut that.

b：为很抱歉。

ntes

1. irrevable [i'rev?k?bl] adj. 撤销；取消；变更

2. l/（=letter f redit）跟单信证

3. tie up 拴住，捆牢；使难以动；阻碍

4. iniu ['ini?] adj. 最少，最低程度；n. 最低限度，最量

5. d/a（duent against aeptane）承兑交单

6. d/p（duent against payent）付款交单

7. dra n sb. 向某开立汇票

8. aneuver [?'nu:v?] n. 策略；（复数）演习；调遣；v.（巧妙）控制；策略

贴士

外贸常付款式：

、信证（letter f redit，简称l/）。

、汇付，包括电汇（telegraphi transfer，简称t/t）、信汇（ail transfer，简称/t）票汇（deand draft，简称d/d）3。

、托收（lletin），包括付款交单（duents against payent，简称d/p）承兑交单（duents against aeptane，简称d/a）两。

信证银以保证买或口支付力凭证，银条件保证付款单证，目际贸易付款式最常付款式。按照结算式般规，买先货款交存银，由银开立信证，通知卖开户银转告卖，卖按合信证规条款货，银代买付款。信证买约束比较，占信额度资金，卖，信证比a/p，d/p等式保险，银第付款。银倒闭风险，以选择开证银信相重。

电汇（t/t）汇款款项交存汇款银，汇款银通电报或电传给目或代理（汇入），指示汇入向收款支付金额汇款式。付款交单（d/p），卖交单以买付款为条件，即买汇票连货运单据交给银托收，指示银买付清货款，才交货运单据。

承兑交单（d/a），指口交单以口汇票承兑为条件。即口装运货物开具远期汇票单据，委托银口承兑汇票，商业单据交给口，口汇票期付款。

包装运输很关键

dialgue

daisy and r. hite are disussing the pakaging.

黛西怀特先正讨论包装问题。

daisy: r. hite, n that the prie is deided n, e an disuss the pakaging.

黛西：怀特先，既价格已谈妥，以讨论包装问题。

r. hite: hat abut the prtetive paking during transit?

怀特先：运输保护性包装怎样呢？

daisy: ur shipping arrangeents are very areful .e'll rap eah ty in six layers f bubble-rap and then pak the in separate bxes. and then pak the a dzen t ne artn, grss eight abut 20 kils a artn.

黛西：运输安排很细致。每娃娃泡沫包6层，放独立包装盒。纸箱内装打，每箱毛重20斤。

r. hite: uld yu use den ases instead? i' afraid the ardbard bxes are nt strng enugh fr lng-distane ean transprtatin.

怀特先：否改木箱? 恐怕纸板箱远洋运输够结实。

daisy: artns are paratively light, and therefre easy t handle. they n't be sted aay ith the heavy lad. hat's re, e'll use etal straps t reinfre the artns.

黛西：纸板箱相比较轻，便搬运。纸箱别重物堆放。外，金属条加固纸箱。

r. hite: all right. e agree t ardbard artns fr uter paking. but the pakaging ust be aterprf as ell as strng enugh t ithstand shk and rugh handling. n the artns, please ark rding “nt t be sted under heavy arg” and “prtet against ater”.

怀特先：吧。意纸板箱做外包装。但包装必须防水、坚固，震动粗暴搬运。请纸箱标明“勿置重物”“注意防水”。

daisy: that is ut f questin. e alays take extra are ith every shipent and e have never had any prble ith breakage.

黛西：。每次装运格外，次破损。

ntes

1. layer ['lei?] n. 层；v. 层；某物堆积层

2. grss [gr?us] adj. 总；粗鲁；令讨厌；n. 总量，总额；v. 总共赚

3. st aay 理舱，把货物堆放

4. reinfre [?ri:in'f?:s] v. 加固，加强；使更具服力

5. aterprf ['?:t?pru:f] adj. 防水，耐水；n. 防水材料；雨衣

6. ut f questin 毫疑问

贴士

包装包括运输包装（外包装或包装）销售包装（内包装或包装），为保护商品质量完数量完整采取措施。具体，运输包装仅防止货物运输途受损，应具备装卸便、贮存防盗功。

包装标示：

dn't ast 勿掷

heave here 吊点（处吊）

handle ith are 轻放

inflaable 易燃物，避火

keep dry 保持干燥

keep aay fr isture 防潮

keep in a l plae 储存阴凉处

keep in a dry plae 储存干燥处

keep upright 请勿倒置

t be prteted fr heat 避热

this side up 向

pen fr this side 由开启

dangerus hen et 遇水危险品

nt t be laid flat 切勿平放

运输常词汇：

destinatin 目，目港

disharging prt 卸货港

dispath 货，送

freight 货运，运费

eans f transprt 运输式

prt f arrival 货港

prt f disharge / unlading 卸货港

prt f delivery 交货港

prt f dispath 货港

prt f lading 装货港

shipper 货，托运，货

by air 空运

date f pletin f disharge 卸完期