2011商务英语中级口语精讲班讲义第一讲12
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Product Promotion: how to promote an imported brand With so many people these days making a conscious decision to buy domestic products, the pressure on those companies wishing to promote imported brands is greater than ever before. Initially, a company needs to show how their product is superior to the local equivalents. Maybe it’s better quality; maybe it’s more stylish; maybe it’s better image. Anyway, a company needs to show customers the benefits of being more adventurous in their buying decisions, in order to encourage them to move away from the home brands they currently use. Well, beyond that, if you market a product as something exotic or unusual, say, you’re bound to attract new clients. As you may also have experienced, most people have a strong craving for things novel and unfamiliar. Of course, when the sense of curiosity wears off, such a strategy will usually fall short of expectations. Last but not least, cultural stereotypes are also a powerful selling tool. A cosmetics range associated with French chic, for example, is sure to attract customers. And if people are looking to buy a reliable car, there’s no better label than ‘made in Germany’. These national associations can also be exploited at the point of sale. Playing French music in supermarkets, for example, is proven to improve the sales of French wine. All in all, if you want to successfully promote an imported brand, you need to give your customers a good reason to try something a little bit more exciting than their own home brands. 相关资料 |
