有关商务英语考试口语讲解
Product Promotion: how to promote an imported brand
1. show how their product is superior to the local equivalents eg. better quality, more stylish, better image
2. market a product as sth exotic or unusual you’re bound to attract new clients
3. cultural stereotypes are a powerful selling tool eg. Cosmetics French, Cars German
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.
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