新编商务英语综合教程教师用书(第1册)

本书特色

《新编商务英语综合教程教师用书(第1册)》：高等学校商务英语系列教材。

内容简介

《新编商务英语综合教程》是“高等学校商务英语系列教材”之一。本书为第1册的教师用书，共10个单元，主要内容包括单元教学目标、背景知识、语言点讲解及课后练习答案。
本教程选材新颖，内容丰富，专业面广，实用性强，可供高等院校经贸和商务英语专业的学生、具有相应英语水平的商务工作者及英语爱好者学习使用。

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插图：Above the line promotion—— Promotion in the media （e.g. TV, radio, newspapers, Intemet and mobile phones） in which the advertiser pays an advertising agency to place the ad.Below the ,line promotion —— All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place, such as sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, and trade shows.3. Promotional MixThere are four main aspects of a promotional mix that specifies how much attention to pay and how much money to budget for each of them.Advertising- Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and e-mails.Personal Selling —— A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing.Promotions —— Incentives designed to stimulate the purchase or sale of a product, usually in the short term. Examples: coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.Public Relations ~ Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.4. Promotion PlanA promotion plan outlines the promotional tools or