综合教程3第一单元课文翻译

【《新编实用英语综合教程3》第一单元课文翻译答案】

Promotion Methods

推广方法

A marketing manager can choose from several promotion methods-personal selling, mass selling and sales promotion

营销经理可以选择几种推广方法---个人销售，大量销售，推广和销售

Personal selling-flexibility is its strength.

Personal selling involves direct face –to- face communication between sellers and potential customers face-to-face selling also provides immediate feedback-which helps sales people to adapt salespeople are included in most marketing mixes .but personal selling can be very expensive. So its often desirable to combine personal selling with mass selling and sales promotion.

个人销售的灵活性是它的强项。

个人销售包括直接面对面销售商之间的沟通和潜在客户面对面的销售也提供即时的反馈，这有助于在大多数营销组合，以适应销售人员包括销售人员，但个人销售可能会非常昂贵。因此，它往往需要结合个人销售质量的销售和促销。

Mass selling –reaching millions at a price or even free

Mass selling is communicating with large numbers of potential customers at the same time .it less flexible than personal selling. But when the target market is large and scattered, mass selling can be less expensive.

大规模抛盘达到数百万??的价格，甚至免费

大规模销售的同时有大量的潜在客户沟通。个人销售它不够灵活。但是，当目标市场是大而分散的，大规模的销售，可以更便宜。

Advertising is the main form of mass selling. Advertising is any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor. Its includes the use of such media as magazines, newspapers, radio and TV, signs, and direct mail. While advertising must be paid for , another form of mass selling –publicity-is free

广告是大规模销售的主要形式。广告是任何付费的形式确定赞助商的想法，产品或服务的非个人介绍。它包括杂志，报纸，广播，电视，招牌，和直邮等媒体的使用。虽然必须支付，另一种形式的大规模销售宣传广告是免费的

Publicity is any unpaid form of nonpersonal presentation of ideas, goods, or services. Of course, publicity people are paid. But they try to attract attention to the firm and its offerings without having to pay media costs. For example, book publishers try to get authors on TV “talk shows” because this generate a lot of interest-and book sales-at no cost to the publisher.

When Coleco introduced its cabbage Patch dolls, it held press parties for reporters and they children. A number of reporters wrote “human interest” stories about their kids “adopting”

the cute dolls. Those stories prompted more media attention-and a very successful product introduction without Coleco doing any introductory advertising.

宣传未付任何形式的非个人的想法，产品或服务的介绍。当然，宣传人支付。但是，他们试图吸引关注公司和它的产品，而无需支付媒体费用。例如，本书，出版商试图让作

者在电视谈话节目“，因为这产生了大量的兴趣和图书销售成本的发布者。

Coleco公司推出了它的椰菜娃娃，它为记者举行新闻当事人和他们的孩子。许多记者写道：“人的利益”的故事，他们的孩子“采用”可爱的娃娃。这些故事，促使更多的媒体关注和非常成功的产品介绍，没有Coleco公司做任何介绍性的广告。

撤消修改

If a firm has a really new massage, publicity may be more effective than advertising. Trade magazines, for example, may carry article featuring the newsworthy products of regular advertisers-in part because they are regular advertisers. The firm publicity people write the basic “copy” and they try to convince magazine editors to print it. Each year, magazines print photos and stories about new cars-and often the source of the information is the auto producers. This publicity may even raise more interest than the company paid advertising. A consumer might not pay any attention to an ad-but might carefully read a long magazine story about with the same information.

如果一个公司有一个真正的新的按摩，宣传可能是比广告更有效。例如，贸易杂志，可以进行文章有新闻价值的产品的常规广告部分，因为他们是正规的广告。该公司宣传的人写的基本“复制”和他们试图说服杂志编辑，打印它。每年，杂志打印照片和故事，新的汽车和来源的信息往往是汽车制造商。这种宣传，甚至可能筹集更多的利益，而不是公司支付广告。消费者可能不会关注任何广告，但仔细看了杂志的故事，长相同的信息。

Some companies prepare videotapes that are designed to TV get free publicity for their products on TV new shows. For example, on video-mdistributed to TV stations at Hallowoeen- discussed a government recommendation that parents use makeup rather than masks for young children. The story was effectively tied to a new makeup product for children made by PAAS Product

有些公司准备而设计的电视获得免费宣传他们的产品上电视新节目录像带。例如，在视频分发到电视台在万圣节讨论了政府的建议，即父母，而不是用化妆幼儿口罩。故事被有效地连接为由PAAS产品的儿童到一个新的彩妆产品

Large firm have specialists to handle publicity. Usually though , publicity is treated as just another kind of advertising--and it often isn’t used as effectively as it could be .In most firms publicity deserves much more attention than it gets now.

大公司有专人处理宣传。通常，虽然，宣传视为只是另一种广告----它经常被作为有效的，因为它可以在大多数企业中，宣传更值得关注的莫过于得到

Sales promotion tries to spark Immediate interest

Sales promotion refers to promotion activities---other than advertising, publicity, and personal selling---that stimulate interest, trial, or purchase by final customers or another in the channel. Sales promotion may be aimed at consumers, at middlemen, or even at a firm’s own employees. Examples include coupon, samples of consumer products, special sweepstakes and contests, point-of-purchase materials, and displays at trade shows.

It’s hard to generalize about sales promotion because it includes such a wide variety of activities. But usually its objective is to complement mass selling and personal selling.

促销试图引发的切身利益

促销推广活动---以外的广告，宣传，人员推销是指---激发兴趣，试验，或由最终用户或其他的渠道购买。针对消费者促销，中间商，甚至在一个公司自己的员工。例子包括优

惠券，样品的消费类产品，特别抽奖，竞赛，销售点材料，并显示在展销会上。

这很难一概而论，因为它包括有关促销等各种各样的活动。但通常它的目的是为了配合大规模的销售和个人销售。

【PS：个人原因有限，文中有错打或错漏现象请原谅】