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1. Sales promotion consists of those promotional activities other than advertising, personal selling, and publicity. As such, any promotional activities that do not fall under the other three activities of the promotion mix are considered sales promotion. The trade often uses the term indiscriminately. Businesspersons may use the term “promotion” when they actually mean “sales promotion.” For purpose here, promotion is a broad term that encompasses sales promotion as well as the other three promotional activities.
1、產(chǎn)品促銷指的是不同于(other than 除了)廣告、個人銷售和宣傳(publicity)的推銷活動（promotional activities）。因此，不屬于(do not fall under)以上三種推銷活動的推銷活動都被認(rèn)為是(are considered)促銷。實際生活中經(jīng)常不加區(qū)分地(indiscriminately)使用這一概念。商務(wù)人員在說“推銷”(promotion)時，實際上指的是“促銷”(sales promotion)。本文中，推銷是一個廣義的概念(a broad term)，它包括(encompass)促銷以及(as well as)其他三種推銷活動。
2. The techniques of sales promotion are varied and numerous. The common ones used are coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, and money refund offers. A combination of these can be used and sometimes is used in the same campaign.
2、推(促)銷的手段(techniques)多種多樣(varied)，數(shù)不勝數(shù)(numerous)。普遍運用的手段(the common ones used)有附在商品上的贈券、各種抽獎活動、游戲、競賽、降價銷售(price-offs)、產(chǎn)品示范、各種獎勵、樣品試驗(體驗)以及錢款返還承諾（money refund offers）等等。在同一推銷活動中(in the same campaign)，多種手段可以結(jié)合使用，有時也確實結(jié)合使用。
3. Sales promotion is temporary in nature. Not being self-sustaining, its function is to supplement advertising, personal selling, and publicity. To launch Budweiser beer in Great Britain, Anheuser-Busch employed the “American” theme. Its TV commercials on the 4th of July and Thanksgiving Day were spots filmed in California with American actors. To supplement its advertising effort, the company used a variety of sales-promotion techniques. It made posters, bunting, flags, pennants, T-shirts, and sweatshirts available to pubs and discos for promotional parties. Bud ashtrays, bar towels, coasters, football pennants, and similar items were offered for sale. Moreover, American disc jockeys were brought in to program American music nights.
3、從本質(zhì)上說(in nature)，促銷活動具有時間短暫的(temporary)特點。由于其本身沒有自我持續(xù)的能力(not being self-sustaining)，它的作用就是作為廣告、個人銷售和宣傳等推銷活動的補充(supplement)。(舉例說明：)為了將百威啤酒打入(to launch)英國市場，Anheuser-Busch運用(employ)了“美國”主題（theme）。7月4日和感恩節(jié)的電視廣告播的都是美國演員在加利福尼亞拍攝的(filmed)場景(spots)。為了加強(to supplement)廣告力度，該公司運用了大量的(a variety of)促銷手段，如制作海報(posters)、裝飾旗(bunting)和三角旗(pennant)等各種旗幟以及T恤衫和汗衫(sweatshirt)等供促銷團(tuán)體出入酒吧和迪斯科夜總會。同時它還制作煙灰缸、酒吧餐巾、杯墊子、足球賽用的三角旗以及諸如此類的物品(similar items)用于銷售。此外(moreover)，該公司還專門邀請美國電臺的音樂節(jié)目主持人(disc jockey=D.J.)開辦美國音樂之夜。
4. Sales promotion is not restricted to the stimulation of demand at the consumer level. It may be used to gain middlemen's support as well. In Order to get Thai middlemen to carry Foremost's dairy products, the company used leasing and conditional sales contracts to provide small retail outlets' and restaurants with freezers for $1 if contract terms were met. Foremost also had to convince these resellers not to store other products in the freezers and not to unplug freezer units at night to save electricity.
4、促銷不僅僅局限于拉動(stimulation)消費者的需求，也(as well)可以用來贏得中間商的支持(to gain middlemen's support)。為了使泰國的中間商銷售其乳制品(dairyproducts)，Foremost公司運用租賃(used leasing)和有條件銷售合同(conditional sales contracts)以一美元的價格向那些零售小商店(small retail outlet)和飯店提供(provide with)冰柜，條件是要滿足(meet)合同條款(contract terms)。同時，該公司還得說服這些轉(zhuǎn)賣商(reseller)不要在冰柜中儲存其他產(chǎn)品，并且不要為了省電而在夜間拔去(unplug)冰柜插座。
5. The use of sales promotion is not limited to consumer products. It can be used with industrial selling too. Misawa Homes promoted its House 55 by sending samples to U.S. Homes and Germany's Okal. Pfizer, like other drug firms, attracts drug wholesalers by sponsoring trips and other events. Gifts are given to doctors, and doctors' wives are taken on shopping tours.
5、促銷手段的運用不僅僅限于消費品，它也可以用于工業(yè)銷售。MisawaHomes為了推銷(promote)其House55產(chǎn)品而向美國的Homes公司和德國的Okal公司寄送樣品。Pfizer公司同其他藥品公司一樣，通過組織(sponsor)旅游和其他活動(other events)來吸引藥品批發(fā)商(drug wholesaler)。他們向醫(yī)生們贈送禮品，而且組織醫(yī)生的夫人們進(jìn)行購物旅游。
6. The popularity of sales promotion has grown steadily both in the United States and overseas. A survey of executives conducted by Stimulus, Canada's leading advertising journal, revealed a shift from media advertising to sales promotion. Compared with five years ago, three of five firms had moved to spend more of their advertising budget on such non-media alternatives as trade shows, point-of-purchase displays, and publicity. According to a POPAI (Point-of- Purchase Advertising Institute) -Du Pont study of shopping behavior in the United States, almost 70 percent of all non-food purchases in supermarkets are generated by in-store decisions. If the same decision-making pattern is prevalent outside the United States, sales promotion should prove to be just as indispensable (as other promotional techniques).
6、無論是在美國還是在海外，促銷活動越來越受人青睞，而且勢頭強勁。加拿大首屈一指的(leading)廣告雜志Stimulus對公司經(jīng)理們的一項調(diào)查表明(revealed)，他們已從媒體廣告轉(zhuǎn)向促銷活動。同五年前相比(compared with five years ago)，有五分之三(three of fvie)的公司開始在廣告預(yù)算(budget)中增加對非媒體(non-media)手段的投入，如交易展銷、買點(point-of-purchase, POP)展示和宣傳。根據(jù)買點廣告機(jī)構(gòu)和杜邦公司對美國人購物行為所作的一項調(diào)查，在超市里所有非食品購買行為中，幾乎有70％源自(are generated by)顧客在超市內(nèi)的臨時決定(in store decisions; in store 將要發(fā)生, 就要出現(xiàn))。如果這種購物方式(pattern)能在美國以外的其他地方(outside the United States)盛行開來(prevalent adj.)，那么，將證明促銷活動同樣是必不可少的(indispensable)。
7. Sales promotion is effective when a product is first introduced to a market. It also works well with existing products that are highly competitive and standardized, especially when they are of low unit-value and have high turnover. Under such conditions, sales promotion is needed to gain that “extra” competitive advantage. A Japanese firm created a great deal of excitement in Thailand by including game cards in its detergent boxes, and consumers could not resist buying more and more in search of the winning cards, Likewise, most gas stations in Thailand at one time gave free washcloths with a gas fill-up. Middlemen were also allowed to participate in the sales-promotion program. Stores were informed of the display, and their salespeople or sales clerks were made aware of the program and benefits.
7、當(dāng)某種產(chǎn)品首次進(jìn)入(introduce to)一個市場時，促銷活動是相當(dāng)有效的(effective)。如果產(chǎn)品本身極具競爭力(highly competitive)，而且比較規(guī)范(standardized)，那么，促銷也適用于現(xiàn)有產(chǎn)品。尤其是如果這種產(chǎn)品單價較低(low unit-value)而且流通量大(high turnover 營業(yè)額)。在這種條件下，就需要促銷以贏得額外的(extra)競爭優(yōu)勢（competitive advantage）。一家日本公司通過將游戲紙牌裝在其洗滌劑(detergent)盒子中，結(jié)果在泰國引起轟動效應(yīng)(a great deal of excitement)。消費者情不自禁(could not resist)，越買越多，希望得到(in search of)勝張。與此類似(likewise)，在泰國大多數(shù)加油站，顧客每加一次油，即可免費得到一塊清洗布(washcloths)。中間商(middlemen)同樣可以參加促銷活動。經(jīng)銷商店及時了解(be informed of)產(chǎn)品展示信息，商店的銷售人員和職員(salespeople or sales clerks)對這些活動及其利益一清二楚。
8. The effectiveness of sales promotion can be tempered by psychological barriers, and this fact is applicable to middlemen as well as consumers. Some foreign retailers are reluctant to accept manufacturers' coupons because they fear that they will not be reimbursed. Consumers, on the other hand, may view rebates, mail-in coupons, and money-back guarantees with suspicion, thinking that something must be wrong with the product.
8、無論是中間商還是消費者，只要有了心理障礙(psychological barriers)，便會使促銷活動的效果(effectiveness)打折扣(be tempered)。有些國外零售商不大愿意(reluctant adj.)接受產(chǎn)品廠家附在其商品中的贈券(coupon)，因為他們擔(dān)心（fear）這些贈券中的款項無法返還(reimburse)。另一方面，消費者可能對折扣(rebate)、郵寄來的贈券和返還款項的承諾(money-back guarantees)持(view)懷疑態(tài)度，他們會認(rèn)為，這樣的產(chǎn)品肯定有問題。
9. Much like many other marketing aspects, sales-promotion methods may have to be modified. The techniques employed, to be effective, should be consistent with local preference. Philips offered a set of dominoes as a premium for electricity purchase in Brazil, where the game is national pastime and electrical products are treated as commodities. A player holds the colored side up to prevent an opponent from seeing the dotted numbers side. Since the company's name was on the back of every domino, electricians were often reminded of the brand.
9、促銷方法同營銷的其他許多方面(many other marketing aspects)極為相似(much like)，應(yīng)該加以改進(jìn)。要使所運用的(employed)手段產(chǎn)生作用(to be effective)，就應(yīng)使它同當(dāng)?shù)叵M者的喜好(local preference)相一致(consistent with)。電力在巴西是視為商品(electrical products are treaded as commodities)，而在該國玩骨牌是一項全國性的娛樂活動(pastime)，飛利浦公司即在那里推出(offered)一套骨牌(a set of dominoes)作為購買電力的獎品(premium)。一方要將骨牌反扣，使彩色的一面(the colored side)朝上，這樣，對方就看不見帶點數(shù)的那一面(the dotted numbers side)。由于(since)每張骨牌的反面印有飛利浦公司的名稱，電工們(電器使用者)便會經(jīng)常想起這種品牌的產(chǎn)品。
