行業(yè)英語(yǔ) 學(xué)英語(yǔ),練聽(tīng)力,上聽(tīng)力課堂! 注冊(cè) 登錄
> 行業(yè)英語(yǔ) > 職場(chǎng)英語(yǔ) > 商務(wù)英語(yǔ)職場(chǎng)王 >  第75篇

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

所屬教程:商務(wù)英語(yǔ)職場(chǎng)王

瀏覽:

2020年11月13日

手機(jī)版
掃描二維碼方便學(xué)習(xí)和分享

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。


用戶搜索

瘋狂英語(yǔ) 英語(yǔ)語(yǔ)法 新概念英語(yǔ) 走遍美國(guó) 四級(jí)聽(tīng)力 英語(yǔ)音標(biāo) 英語(yǔ)入門 發(fā)音 美語(yǔ) 四級(jí) 新東方 七年級(jí) 賴世雄 zero是什么意思岳陽(yáng)市佳境東湖英語(yǔ)學(xué)習(xí)交流群

網(wǎng)站推薦

英語(yǔ)翻譯英語(yǔ)應(yīng)急口語(yǔ)8000句聽(tīng)歌學(xué)英語(yǔ)英語(yǔ)學(xué)習(xí)方法

  • 頻道推薦
  • |
  • 全站推薦
  • 推薦下載
  • 網(wǎng)站推薦