高级职业英语读写教程2_unit_3-Reading_and_Writing

ReadingandSpeakingHigherEducationPressUnit3PromotingProductsandServicesGettingThingsReady1ThingstoDo2ThingstoWrite3MoreThingstoDo4CareerSkillDescriptionSection1GettingThingsReady1•promoteproductsandservices•introducethefeaturesofproductsandservices•describeproductsandservicesInthisunit,youwilllearnhowto:23Section1GettingThingsReadyActivity2:ReadthepassageinSection2andcompletethefollowingparagraph.Section1GettingThingsReadyWhensellingyourproductsorservices,youhavetoclearly1)_______yourproductsorservices,identifytheirfeaturesand2)________,anddiscusswhat3)______orproblemstheyaddressinthemarket.Lastbutnotleast,oneimportantthingthatyoumustkeepinmindisto4)________yourUSP—UniqueSellingProposition.YourUSPistheproprietaryinformationthatsetsyourproductorservice5)_________yourcompetition.explainbenefitsneedsemphasizeapartfrombackSection2ThingstoDoThingstoDoActivityTwoListenandWriteReadandThinkActivityOneRelatedInformationbackSection2ThingstoDo1.Promotionisaformofcorporatecommunicationthatusesvariousmethodstoreachatargetedaudiencewithacertainmessageinordertoachievespecificorganizationalobjectives.Nearlyallorganizations,whetherfor-profitornot-for-profit,inalltypesofindustries,mustengageinsomeformofpromotion.Marketershaveattheirdisposalfourmajormethodsofpromotion.Takentogetherthesecomprisethepromotionmixincludingadvertising,salespromotion,publicrelationsandpersonalselling.RelatedInformation:Section2ThingstoDo2.AdvantagesandDisadvantagesofEachElementofthePromotionalMixMixElementAdvantagesDisadvantagesAdvertisingGoodforbuildingawarenessEffectiveatreachingawideaudienceRepetitionofmainbrandandproductpositioninghelpsbuildcustomertrustImpersonal-cannotanswerallofacustomer'squestionsNotgoodatgettingcustomerstomakeafinalpurchasingdecisionPersonalSellingHighlyinteractive-lotsofcommunicationbetweenthebuyerandsellerExcellentforcommunicatingcomplex/detailedproductinformationandfeaturesRelationshipscanbebuiltup-importantifclosingthesalemaketakealongtimeCostly-employingasalesforcehasmanyhiddencostsinadditiontowagesNotsuitableiftherearethousandsofimportantbuyersSection2ThingstoDoSalesPromotionCanstimulatequickincreasesinsalesbytargetingpromotionalincentivesonparticularproductsGoodshorttermtacticaltoolIfusedoverthelong-term,customersmaygetusedtotheeffectToomuchpromotionmaydamagethebrandimagePublicRelationsOftenseenasmorecredible-sincethemessageseemstobecomingfromathirdparty(e.g.magazine,newspaper)Cheapwayofreachingmanycustomers-ifthepublicityisachievedthroughtherightmediaRiskoflosingcontrol-cannotalwayscontrolwhatotherpeoplewriteorsayaboutyourproductbacktrivial10clientlaborrecipecriticalcapability5knowledgeableemphasizecompellingSectionTwoThingstoDoActivityOneListenandWrite1identify2346987backSectionTwoThingstoDoQuestion3Supposeyouareaskedto“sell”yourselfatajobinterview,howwouldyouemphasizeyourown“USP”?Question2Whatbasicinformationshouldyougiveyourcustomerswhenexplainingyourproducts?Question1Howcanyousellyourproductsandserviceswell?nextReadandThinkSellingaProduct&ServiceInordertosellyourproductsorserviceswell,youhavetoclearlyexplainyourproductsorservices,identifytheirfeaturesandbenefits,anddiscusswhatneedsorproblemstheyaddressinthemarket.Ifyouaresellingaproduct,yourreaderwillwanttoknowwhatitis,whatitdoes,anditsfeaturesandbenefits.Considerincludingpicturesiftheywouldhelpyourreadergetabetterunderstandingofyourproduct.Describeitssize,shape,color,cost,design,quality,capabilities,technologicallife-spanandpatentprotection.Youmayalsowishtoexplainhowitisproduced,thematerialsrequired,andthetypeoflaborneeded.wsIfyouareofferingyourcustomersaservice,explainwhatthatserviceis,howitworks,andwhatneeditaddressesinthemarketplace.Wherewillyouoperate?Whatmakesyourservicedifferent?Whatmaterialsorequipmentisneeded?Whatareyourdaysandhoursofoperation?Explainthestepsinyourserviceprocessandthebenefitsyouofferyourclients.Remembertoofferenoughinformationtosatisfyanoutsider'sneedtounderstandyourservicewithoutboringthemwithtrivialdetails.Nomatteryouaresellingaproductorofferingaservice,oneimportantthingthatyoumustkeepinmindistoemphasizeyourUSP-UniqueSellingProposition.YourUSPistheproprietaryReadandThinkwsReadandThinkinformationthatsetsyourproductorserviceapartfromyourcompetition.Ifyouareusingyourbusinessplantosolicitfunds,thisiswhatyourreaderwillwanttosee.Ifitisaninternaldocument,yourUSPwillbecriticaltoyoursalesandmarketingstrategies.WithoutaUSP,yourproductorservicewillappeardullandtherewillbenocompellingreasonforpeopletobuyit.WhatwouldsomeUSPsbe?Forafoodproduct,itcouldbeaproprietaryrecipe(likeKentuckyFriedChicken'ssecretrecipe)oraspecialwaythefoodisserved(likeBostonMarket'shand-carvedturkey).(329words)translationbackwsReadandThinkTask1FindoutmoreinformationaboutUSP.USP,theUniqueSellingProposition(alsocalledUniqueSellingPoint)isamarketingconceptthatwasfirstproposedasatheorytoexplainapatternamongsuccessfuladvertisingcampaignsoftheearly1940s.Itstatesthatsuchcampaignsmadeuniquepropositionstothecustomerandthatthisconvincedthemtoswitchbrands.ThetermwasinventedbyRosserReev