An Introduction to Using English in Business
How to Improve Business with Your English Speaking Customers by Scott Hovater
Promotion Mix (Part Two)Personal Selling
Personal SellingDefinition: Face-to-face presentation and promotion of products and services. Working at a trade show as an exhibitor is one example of personal selling.
Steps in the Selling ProcessProspect and Qualify Preapproach Approach Make presentation
Answer objections Close sale Follow up
Promotion Mix (Part Three)Public Relations (PR)
Public Relations (PR)A good public relations program has three steps: Listen to the public Change policies and procedures Inform people that you are being responsive to their needs
Promotion Mix (Part Four)Sales Promotion
Sales PromotionDefinition: A promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities.
Business to BusinessSales PromotionTrade shows Portfolios for salespeople Deals (price reductions)
Consumer Sales Promotion Sampling Coupons Contests Bonuses (buy one get one free)
Special events Catalogs Demonstrations In-store displays
Interactive Promotion (new)This type of promotion changes the promotion process from a monologue, where sellers try to persuade buyers to buy things, to a dialogue in which buyers and sellers can work together to create mutually beneficial exchange relationships.
Promotion Mix in ReviewAdvertising nPersonal Selling nPublic Relations nSales Promotion nValue of Product nInteractive Promotion
Why Attend a Trade Fair#-1Finding new sources for products/services (46%) Gathering market information (22%)
Why Attend a Trade Fair#-2Looking for strategic partners (19%)
Keeping an eye on competitors (7%)
Maintaining contact with existing suppliers (6%)
A Passage about Trade Fairs-1As the world shrinks and industrialization spreads, trade fairs have boomed. Indeed, companies are often faced with a choice of dozens, even hundreds, of fairs in their sector, and deciding where to exhibit can cause plenty of headaches.
A Passage about Trade Fairs-2The size, location, duration, and influence of the fair, the presence of target customers, competitors, suppliers and other partners, and of course the investment/return ratio all have to be weighed up.
A Passage about Trade Fairs-3Reasons for exhibiting range from breaking into new markets to keeping up with the industrys latest developments and, of course, checking out what the competition is up to.
A Passage about Trade Fairs-4Fairs also offer a unique opportunity for producers to meet suppliers, distributors, and retailers, while buyers can shop around and make comparisons, all under one roof.
A Passage about Trade Fairs-5Although trade fairs are designed for professionals, some are open to the public as well, offering the added advantage of direct consumer impact.
A Passage about Trade Fairs-6But fairs are not all sell, sell, sell! They are also popular forums for the exchange of ideas and learning about new developments.
Listening PracticeListen to the following questions asked by people at trade fairs. For each question decide if they were asked by an exhibitor (write E) or visitor (V)._____ _____ _____ _____ _____
_____ _____ _____ _____ _____