外贸函电(第二版) 教学课件 作者 刘慧侠Unit 3.ppt

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1、Unit3:Sales学习目标了解国际贸易中产品推销的基本知识;掌握国际贸易推销信函的主要内容、写作要点及常用表达；能够根据有关商务素材熟练撰写推销信函。本讲内容Section1:IntroductionSection2:SpecimenlettersSection3:SomeUsefulExpressionsSection1:Introduction推销函在国际贸易中的意义推销函的主要内容撰写推销信函时的注意事项Section1:Introduction推销函在国际贸易中的意义⒈打破了国家间距离的限制⒉节省了费用⒊能最大限度的开发客户Section1:Introducti

2、on推销函的主要内容⒈介绍所推销的产品，使对方了解并对该产品产生兴趣；⒉进行商品比较，体现本产品的优势，进一步激发对方的兴趣；⒊给予对方一定的优惠条件，表明对方可以从中获益，引起对方最终的购买行为。Section1:Introduction撰写推销信函时的注意事项1.推销信函尽可能简短，否则会给人以负担;2.信函一开头就要能引起读者兴趣；3.推销信函的口吻要有亲切感，多使用敬称.Section1:Introduction4.在介绍产品或服务的特征、优势、利益时，语言要清楚，简洁，态度要诚恳，切勿使用夸大的言辞，避免给人以不实的感觉；5.要使对方明了能从你所推荐的产品或服务中

3、受益。Section2:SpecimenlettersLetter3.1AnexporterwritestopromoteanewproductLetter3.2AsellerwritestopromotethenewproductsLetter3.3AsellerwritestopromotesthetoysbyofferingspecialdiscountsLetter3.4AletterintroducingsomeclothestothepotentialbuyersLetter3.5Thesellerintroducesthegoodstothepotential

4、buyerSection2:SpecimenlettersLetter3.1AnexporterwritestopromoteanewproductDearSirs，Wearesurethatyouwouldbeinterestedinthenew“Springflower”VacuumCleaner，whichistobeplacedonthemarketsoon.Mostofthegoodpointsoftheearliertypeshavebeenincorporatedintothismachine，whichpossesses,besides,severalnov

5、elfeaturesthathavebeenperfectedbyyearsofscientificresearch.Section2:SpecimenlettersYouwillfindthataspecialcontrivanceenablesittorunonslightlymorethanhalfthecurrentrequiredbymachinesofequalcapability.Further,morethanhalfoftheworkingpartsarereadilyinterchangeableand,intheeventoftheirbeingdam

6、aged,theyarethuseasytoreplace.Section2:SpecimenlettersThespecialadvantagesitofferswillmakeitaquick-sellingline,andwearereadyalsotoco-operatewithyou,bylaunchinganationaladvertisingcampaign.Moreover,wearereadytoassisttotheextentofhalfthecostofanylocaladvertising.Bearinginmindtherapidturnover

7、thatislikelytoresult,youwillagreethatthe5percentcommissionwearepreparedtoofferyouisextremelygenerous.Section2:SpecimenlettersYouwillfindenclosedleafletsdescribingthisVacuumCleanerandwelookforwardtoyouragreeingtohandleourproductasthesoleagentinyourdistrict.Your