2022年上半年商务英语中级口试练习题：产品推广

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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。

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