介紹自己和公司——介紹一種新產(chǎn)品 Introducing a New Product

介紹一種新產(chǎn)品　Introducing a New Product

如果你的新產(chǎn)品對(duì)消費(fèi)者來(lái)說(shuō)是聞所未聞的（unheard）新生事物，那應(yīng)當(dāng)詳細(xì)介紹產(chǎn)品的成分、功效、維護(hù)保養(yǎng)、使用注意事項(xiàng)（notes）等?？傊M可能全面；如果某種產(chǎn)品是對(duì)舊產(chǎn)品的改良，則需重點(diǎn)突出進(jìn)步之處，如更實(shí)惠、更方便、更耐用等。

介紹產(chǎn)品時(shí)切忌空洞，通過(guò)比較（comparison）和舉例，讓客戶感覺(jué)到“看得見(jiàn)、摸得著”的好處。

☉Our newest model is economical and practical.It costs 20%less than the previous model, and is much more durable.

我們的最新款式既經(jīng)濟(jì)又實(shí)用，比舊款節(jié)省了20%的費(fèi)用，而且更加持久耐用。

☉We now have improved longevity.This product is not only reliable, but also boasts consistency and durability.

我們現(xiàn)在提高了它的壽命。這個(gè)產(chǎn)品不僅值得信賴，而且在持久耐用上也值得稱道。

☉If you do a price comparison with our products and the leading competitors, you will clearly see the advantage of our products is their affordability.

如果你將我們的產(chǎn)品和我們主要競(jìng)爭(zhēng)對(duì)手的相比較，你可以很清楚地看到我們產(chǎn)品的優(yōu)勢(shì)在于它的實(shí)惠。

☉With our new patented design, we can blow the competition away.

用我們最新的專利設(shè)計(jì)，我們可以將對(duì)手一舉擊潰。

對(duì)不同客戶群體采用不同的介紹方式

明確界定潛在客戶群體（potential customer），從而決定介紹產(chǎn)品的方式。如果是高科技產(chǎn)品或工業(yè)產(chǎn)品，面對(duì)面介紹是個(gè)不錯(cuò)的選擇；如果目標(biāo)客戶群是時(shí)尚意識(shí)較強(qiáng)的年輕人（young），則可以考慮網(wǎng)絡(luò)上圖文并茂的介紹；如果希望引起分銷商（distributor）或代理商（agent）的興趣，可以選擇郵寄樣品和目錄，通過(guò)電話解答疑問(wèn)或者請(qǐng)其到公司召開介紹會(huì)。

☉Our new product appeals to a younger audience.We need to market heavily on the Internet and other teen-friendly media.

我們的新產(chǎn)品主要是迎合那些較年輕的人群。我們需要將營(yíng)銷重點(diǎn)放在互聯(lián)網(wǎng)和年輕人鐘愛(ài)的媒介上。

☉What’s our demographic?Should we focus on direct mailing?

我們的目標(biāo)客戶群是什么人？我們是否應(yīng)該將精力集中到直接郵寄上？

☉Our target audience will most likely find our products online.We don’t need to worry so much about retail issues.

我們的消費(fèi)人群大多數(shù)可能通過(guò)網(wǎng)絡(luò)了解我們的產(chǎn)品，我們不需要過(guò)多擔(dān)心零售的問(wèn)題。

☉What’s our profit margin?Can we afford more aggressive marketing?

我們的利潤(rùn)呢？我們是否還有能力來(lái)承擔(dān)積極主動(dòng)的營(yíng)銷呢？

知己知彼

人們喜歡貨比三家，你應(yīng)當(dāng)對(duì)競(jìng)爭(zhēng)對(duì)手（competitors）的同類產(chǎn)品（similar products）認(rèn)真研究和調(diào)查，總結(jié)新產(chǎn)品在價(jià)格、質(zhì)量等諸多方面的優(yōu)勢(shì)。在介紹中，用比較的方式向聽(tīng)者說(shuō)明你們的產(chǎn)品更勝一籌的理由。

☉What is our competition doing to boost their sales in this market?

我們的競(jìng)爭(zhēng)對(duì)手正在采取哪些措施來(lái)促進(jìn)市場(chǎng)銷售呢？

☉Have you got the marketing reports back yet?We need to know what it is they are doing so that we can get our product off the ground！

你拿到市場(chǎng)報(bào)告了嗎？必須對(duì)他們現(xiàn)在的行動(dòng)了如指掌，我們才能使產(chǎn)品的銷售順利進(jìn)行！

問(wèn)與答

有效的產(chǎn)品介紹不是大段背誦準(zhǔn)備好的演講稿，而是在與聽(tīng)眾的互動(dòng)中有針對(duì)性地回答聽(tīng)眾的提問(wèn)，因?yàn)閬?lái)自聽(tīng)眾的問(wèn)題關(guān)系到他們的切身利益。此外，可以將產(chǎn)品初期投入市場(chǎng)的反饋?zhàn)鳛榻榻B的參考內(nèi)容，調(diào)整營(yíng)銷策略。

A：What's the feedback on our product launch?

B：According to the numbers, we're not doing so well with the traditional target audience. I think we need to go back to square one.

A：What we ought to do is to pursue non-traditional market arenas.

A：我們的產(chǎn)品上市后反饋怎么樣？

B：通過(guò)數(shù)字來(lái)看，我們?cè)趥鹘y(tǒng)目標(biāo)客戶群中做得還不夠好。我想我們需要重頭再來(lái)。

A：我們應(yīng)該著手在非傳統(tǒng)市場(chǎng)領(lǐng)域的推廣。

A：We've lost money already?I thought the product launch campaign was going pretty well……Maybe I was mistaken！

B：No, you weren't mistaken. The product launch was very successful.

Primary research indicates a positive reception by our target audience. The only problem is, it will take a little time to show up in the numbers.We just need to be more patient.

A：It's hard to be patient when there's pressure on the pocketbook.

A：我們已經(jīng)賠錢了嗎？我還以為我們的產(chǎn)品上市顯示一切順利……也許我搞錯(cuò)了！

B：不，你沒(méi)有搞錯(cuò)。我們的產(chǎn)品上市非常成功，初步的市場(chǎng)反饋顯示我們的目標(biāo)客戶群很有興趣，只不過(guò)在數(shù)字的顯現(xiàn)上可能要些時(shí)間。我們只是需要更加耐心一些。

A：囊中羞澀的時(shí)候是很難保持耐心的。

總結(jié)

“酒香不怕巷子深”雖然有理，但是與其坐等客戶聞到酒味上門，不如主動(dòng)出擊。介紹一個(gè)新產(chǎn)品需要將專業(yè)技能、調(diào)查研究、客戶心理相結(jié)合。鋪天蓋地的吹捧不一定能讓聽(tīng)者動(dòng)容。抓住產(chǎn)品的特點(diǎn)，介紹最吸引客戶的部分，在互動(dòng)中做到有效宣傳。

Words　單詞表

aggressive積極主動(dòng)的

anyway無(wú)論如何

demographic人口；人群

durable耐用的，結(jié)實(shí)的

economical經(jīng)濟(jì)的，實(shí)惠的

feedback反饋

launch上市，發(fā)行

longevity持久的

number crunching數(shù)字運(yùn)算

online在線

practical實(shí)際的，客觀的

reception接受；歡迎

retail零售

Phrases　短語(yǔ)表

blow（sb）away橫掃/打?。橙耍?

boost sales促進(jìn)銷售，增加銷售額

direct mailing直接郵寄

focus on……集中精力在……

get（sth）off the ground開始/起始（某事）

go on進(jìn)展，正在進(jìn)行

research（a market）研究（市場(chǎng)）

in the black有盈余，順差

in the red赤字，虧損

market arena市場(chǎng)領(lǐng)域

marketing campaign營(yíng)銷/促銷活動(dòng)

not so fast不要太快

patented design專利設(shè)計(jì)

There's pressure on the pocketbook.囊中羞澀。

target audience目標(biāo)人群

show up in the numbers數(shù)字顯示/表明

play for（a market）經(jīng)營(yíng)/致力于（某市場(chǎng)）profit margin利潤(rùn)額sell itself銷路很好，暢銷

實(shí)景對(duì)話1

A：So how are we going to market this new product anyway?I don't even know how to get started！

B：It's not too difficult. I believe in the strengths of this product, so I think it might even sell itself！To start with, let's make a list of the advantages……

A：Well, as I see it, our newest model is economical and practical. It costs 20%less than the previous model, and is much more durable. If you do a price comparison with our products and the leading competitors, you will clearly see the advantage of our products is their affordability.

B：Not only that, but also we have improved longevity. This product is not only reliable, but also boasts consistency and durability.

A：With our new patented design, we can blow the competition away.

B：Not so fast. We did some research into this market, and it might be more difficult than we think to get our share of the market.

A：What is our competition doing to boost their sales in this market?

B：They've got a really aggressive marketing campaign going on. We have to figure out if we share the same demographics, or if there is a nitch market we can play for. Bob is working on the report now, I think.

A：Have you got the marketing reports back yet?We need to know what it is they are doing so that we can get our product off the ground！

A：那我們到底該如何將這種新產(chǎn)品投放市場(chǎng)呢？我都不知道該從哪里入手！

B：并不是很難。我對(duì)這種產(chǎn)品的實(shí)力滿懷信心，我覺(jué)得它一定會(huì)很暢銷。讓我們先把優(yōu)勢(shì)列出來(lái)……

A：正如我所看到的，我們的最新款式既經(jīng)濟(jì)又實(shí)用，比上一款節(jié)省了20%的費(fèi)用，而且更加持久耐用。如果你將我們的產(chǎn)品和我們主要競(jìng)爭(zhēng)對(duì)手的相比較，很顯然，我們產(chǎn)品的優(yōu)勢(shì)在于它的實(shí)惠。

B：不僅僅是那樣，我們現(xiàn)在提高了它的壽命。這個(gè)產(chǎn)品不僅值得信賴，而且持久耐用也值得稱道。

A：用我們最新的專利設(shè)計(jì)，我們可以將競(jìng)爭(zhēng)對(duì)手一舉擊潰。

B：沒(méi)有那么快。我們也做過(guò)一些市場(chǎng)調(diào)查，市場(chǎng)份額的占有也許沒(méi)有我們想象得那么簡(jiǎn)單。

A：我們的競(jìng)爭(zhēng)對(duì)手正在采取哪些措施來(lái)促進(jìn)市場(chǎng)銷售呢？

B：他們開展了一個(gè)卓有成效的營(yíng)銷活動(dòng)。我們要明確的是，要和他們爭(zhēng)奪同一客戶群還是另辟蹊徑。我想，鮑勃正在跟進(jìn)相關(guān)的報(bào)告。

A：你拿到市場(chǎng)報(bào)告了嗎？我們必須對(duì)他們現(xiàn)在的行動(dòng)了如指掌，才能使產(chǎn)品的銷售順利進(jìn)行！

實(shí)景對(duì)話2

A：What's the feedback on our product launch?

B：According to the numbers, we're not doing so well with the traditional target audience. I think we need to go back to square one.

A：What we ought to do is to pursue non-traditional market arenas.

B：What's our demographic?Should we focus on direct mailing?

A：I'm not so sure direct mailing would be effective. Our new product appeals to a younger audience. We need to market heavily on the Internet and other teen-friendly media.

B：There are practical benefits to a younger target audience. Because theywill most likely find our products online, we don't need to worry so much about retail issues.

A：That's true. But I still feel we ought to be more aggressive.What's our profit margin?Can we afford more aggressive marketing?

B：Like I said, we're not operating in the black.

A：We've lost money already?I thought the product launch campaign was going pretty well……Maybe I was mistaken！

B：No, you weren't mistaken. The product launch was very successful， primary research indicates a positive reception by our target audience. The only problem is, it will take a little time to show up in the numbers.We just need to be more patient.

A：It's hard to be patient when there's pressure on the pocketbook！

A：我們的產(chǎn)品上市后反饋怎么樣？

B：通過(guò)數(shù)字來(lái)看，我們?cè)趥鹘y(tǒng)目標(biāo)客戶群中做得還不夠好。我想我們需要重頭再來(lái)。

A：我們應(yīng)該著手在非傳統(tǒng)市場(chǎng)領(lǐng)域的推廣。

B：我們的目標(biāo)客戶群是什么人？我們是否應(yīng)該將精力集中到直接郵寄上呢？

A：直接郵寄的方式是否有效不敢肯定。我們的新產(chǎn)品主要是吸引那些較年輕的人群。我們需要將重點(diǎn)放在互聯(lián)網(wǎng)上和年輕人鐘愛(ài)的媒介上。

B：在年輕的目標(biāo)人群中存在著許多很實(shí)際的利益。因?yàn)樗麄兇蠖鄶?shù)可能通過(guò)網(wǎng)絡(luò)了解我們的產(chǎn)品，我們無(wú)須過(guò)多擔(dān)心零售的問(wèn)題。

A：那倒是真的，但是我還是覺(jué)得我們應(yīng)該更加主動(dòng)。我們的利潤(rùn)呢？我們是否還有能力來(lái)負(fù)擔(dān)積極主動(dòng)的營(yíng)銷呢？

B：正如我所說(shuō)的，我們沒(méi)有盈利。

A：我們已經(jīng)賠錢了嗎？我還以為我們的產(chǎn)品上市顯示一切順利……也許我搞錯(cuò)了！

B：不，你沒(méi)有搞錯(cuò)。我們的產(chǎn)品上市非常成功，初步的市場(chǎng)反饋顯示我們的目標(biāo)客戶群很有興趣，只不過(guò)在數(shù)字的顯現(xiàn)上可能要花些時(shí)間。我們只是需要更加耐心。

A：囊中羞澀的時(shí)候是很難保持耐心的。