당당하고 확실하게 표현해보자

What is “promotion”?

우리는 일상 생활에서 promotion이라는 단어를 매우 자주 사용한다. 기업에 근무하는 사람이라면 실제 promotion활동에 참여한 적도 많을 것이다. 그렇다면 promotion의 정확한 뜻은 무엇일까? 크게 다음 두 가지로 정의할 수 있다.

1. Special effort to increase sales of a product

2. Something devised to publicize or advertise a product, cause, institution, etc., as a brochure, free sample, poster, television or radio commercial, or personal appearance

위의 두 정의에서 보듯 promotion이란 상품을 팔고자 하는 노력의 의미도 있지만 그 노력의 과정에서 만들어지는 각종 광고홍보물 및 매체를 의미하기도 한다. 결국 promotion은 추상적 의미와 구체적 의미를 동시에 가지고 있다. 따라서 promotion을 생각하고 시행할 때는 반드시 이 두 가지 면을 동시에 고려해야 한다.

예를 들어 세일즈 매니저가 한 상품을 잘 팔기 위한 노력에 동참할 것이라는 표현은 Obviously as sales manager he’ll be very involved in the promotion and marketing of the product라고 할 수 있다. 다양한 건강 상품 홍보물을 제공한다는 말은 A wide range of health promotion is also offered 라고 표현한다.

Questions

1. Do you think that promotion, one of the 4 P’s, is targeted only towards consumers?

2. What is personal selling and what are its pros and cons?

첫번째 질문에 대한 힌트로는 왜 회사가 무역 박람회 같은 곳에 참여하는지를 생각해 보라. 두번째 문제의 힌트로는 개인 판매에 대한 찬반 의견을 생각해 보자. 답을 써 보자. 정확한 영어로 쓸 필요없이 자유롭게 하고 쓰고 싶은 대로 쓴다.

다음의 두 대화를 잘 이해한 후 위 질문에 대한 답을 정성껏 써 보자.

Dialog 1

A: John? Hey, what are you doing here? It’s been a long time!

B: Oh my Goodness, long time no see! How are you, Joshua?

A: I’m good, never thought I’d run into you here.

What are you doing?

B: Oh, I’m passing out coupons to the distributors.

My company’s promoting a trade show for our new product.

A: Oh, I see. Pardon me if I’m wrong, but I thought promotion was targeted only towards consumers. I didn’t know companies did promotion towards other companies.

B: You’re right that you’re wrong, haha.

In fact, promotion is about communication with both consumers and collaborators, the parties in the channel.

For example, sales promotions are intended to get consumers to respond, and examples include coupons, samples and contests. Trade promotions are directed

towards collaborators in the distribution channel and include slotting fees, which are amounts paid for shelf space,discounts, and trade show participation.

A: Ah, I see. Anyways, it’s so good to see you again!

Here’s my business card.

Give me a call when you’re not too busy.

B: I will, thanks!

Dialog 2

A: Boss, I’m wondering how we should go about this selling process.

B: We definitely need to increase sales.

What would be an optimal option?

A: Maybe it’s about time we start personal selling.

B: Do you want to explain to me what you mean by personal selling and how it’s good or bad?

A: Well, personal selling means that the salesperson speaks personally to the consumer to try to influence the customer’s purchase decision. The advantage would be that the message can be tailored to the consumer.

B: But reaching one person after another would cost us a lot.

A: I agree. That, I believe, is a disadvantage.

위 질문들에 대한 답을 써 보자.

1

2

이제 여러분의 답과 모범 답안을 비교해 보자.

1. In fact, promotion is about communication with both consumers and collaborators, the parties in the distribution channel. For example, sales promotions are intended to get consumers to respond, and examples include coupons, samples and contests. Trade promotions are directed towards collaborators in the distribution channel and include slotting fees, which are amounts paid for shelf space, discounts, and trade show participation.

2. Personal selling means that the salesperson speaks personally to the consumer to try to influence the customer’s purchase decision. The advantage is that the message can be tailored to the consumer; the disadvantage is that this approach is expensive.

CEO ENGLISH

We are looking at opportunities arising from new geographies. The balance of power in the world economy has been shifting dramatically over the last five years - a process which seems certain to accelerate - as the BRIC economies, Brazil, Russia, India and China, come increasingly to the fore. These economies and their material intensive growth patterns are to a large extent driving commodity markets - as did the demands of Japanese growth in the 1960s and 1970s.

We have a long - established presence in Brazil with identified expansion opportunities. In Russia our most significant asset is Mondi’s Syktyvkar mill but we have also established a representative office in Moscow and are looking at further opportunities. India is already a significant market for a number of our products and we are looking to establish a representative office during 2006 to bring us closer to operational opportunities. In China, which is already a major market for our products, Tarmac, Kumba and Mondi each have small operations and AngloGold Ashanti and Anglo Platinum have active exploration programmes. Anglo Coal has a number of significant opportunities under review.

어떤 것이 갑자기 중요해지거나 인기를 누린다는 말을 아주 평범하게 표현하면 become important 혹은 become popular다. 그러나 세인의 관심을 두드러지게 받는다는 느낌을 주려면 평범한 표현으로는 부족하다. 이때 바로 come/bring (something) to the fore라는 표현을 사용해야 한다. 최근 수준높은 저예산 영화들이 속속 나오면서 영화를 만든 감독이나 출연한 배우들이 주목받는 경우가 많다. 이 때 A number of low-budget independent films brought new directors and actors to the fore라고 하면 매우 정확하고 세련된 느낌을 준다.

We have a long-established presence in Brazil라는 말을 처음 접하면 어렵다는 느낌을 받을 수 있다. 그렇다고 해서 We have stayed in Brazil for a long time라고 표현하면 화자의 입지가 좁아지고 당당함이 결여된다. “저희 회사는 오랜 시간에 걸쳐 지금의 자리를 확립했습니다”라는 말을 당당하고 확실하게 표현하려면 a long-established presence라는 말을 사용해야 한다.

MBA English는 ‘JC Lingua’에서제공하는콘텐츠입니다. JC Lingua는국내최초로 MBA컨설팅을시작한 JC MBA(대표정병찬)의관계회사로직장인들을위한최고급비즈니스영어프로그램을제공하고있습니다. 자세한사항은 JC Lingua(Tel. 02-562-7322)로문의바랍니다.