V. Writing Section
1. Translate the following text in written form. Use a dictionary if necessary. While reading, answer the following question: Which transporting alternative is the best?
Transport Modes
Transporting function must fit the whole strategy
The transporting function should fit into the whole marketing strategy. But picking the best transporting alternative can be difficult. The best alternative depends on the product, other physical distribution decisions, and what service level the company wants to offer. The best alternative should not only be as low-cost as possible but also provide the level of service (for example, speed and dependability) required. Exhibit 1 shows that different modes of transportation have different strengths and weaknesses. Low transporting cost is not the only criterion for selecting the best mode.
Exhibit 1 Benefits and Limitations of Different Transport Modes
Mode |
Transporting Features |
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Cost |
Delivery speed |
Number of locations served |
Ability to handle a variety of goods |
Frequency of scheduled shipments |
Dependability in meeting schedules |
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Rail |
Medium |
Average |
Extensive |
High |
Low |
Medium |
Water |
Very low |
Very slow |
Limited |
Very high |
Very low |
Medium |
Truck |
High |
Fast |
Very extensive |
High |
High |
High |
Air |
Very high |
Very fast |
Extensive |
Limited |
High |
High |
Pipeline |
Low |
Slow |
Very limited |
Very limited |
Medium |
High |
Railroads – large loads moved at low cost
Railroads are the workhorse of transportation system of many countries. They carry more freight over more miles than any other mode. They carry heavy and bulky goods – such as raw materials, steel, chemicals, cars, canned goods, and machines – over long distances. By handling large quantities, the railroads are able to transport at relatively low cost. Because railroads freight moves more slowly than truck shipments, it is not as well suited for perishable items or those in urgent demand. Railroads are most efficient at handling full carloads of goods. Less-than-carload (LCL) shipments take a lot of handling, which means they usually move more slowly and at a higher price per pound than carload shipments.
Trucks are more expensive, but flexible and essential
The flexibility of trucks makes them better at moving small quantities of goods for short distances. They can travel on almost any road. They go where the rails can’t. That’s why at least 75 percent of U.S. consumer products travel part of the way from producer to consumer by truck. And in countries with good highway systems, trucks can give extremely fast service.
Ship it overseas – but slowly
Water transportation is the slowest shipping mode – but usually the lowest-cost way of shipping heavy freight. Water transportation is very important for international shipments and often the only practical approach.
Inland waterways are also important, especially for bulky, nonperishable products such as iron ore, grain, steel, petroleum products, cement, gravel, sand, and coal. However, when winter ice closes freshwater harbors, alternative transportation must be used.
Airfreight is expensive but fast and growing
The most expensive cargo transporting mode is airplane – but it is fast! Airfreight rates normally are at least twice as high as trucking rates – but the greater speed may offset the added cost.
High-value, low-weight goods – like high-fashion clothing and parts for the electronics and metal-working industries – are often shipped by air. Airfreight is also creating new transporting business. Perishable products that previously could not be shipped are now being flown across continents and oceans. Flowers and bulbs from Holland, for example, now are jet-flown to points all over the world.
But airplanes may cut the total cost of distribution
Using planes may help a firm reduce inventory and handling costs, spoilage, theft, and damage. Although the transporting cost of air shipments may be higher, the total cost of distribution may be lower. As more firms realize this, airfreight firms – like DHL Worldwide Express, Federal Express, Airborne, and Emery Air freight – are enjoying rapid growth. These firms play an especially important role in the growth of international business.
Put it in a container – and move between modes easily
In this text the modes were described separately, but products often moved by several different modes and carriers during their journey. This is especially common for international shipments. Japanese firms – like Sony – ship stereos to the United States, Canada, and Europe by boat. When they arrive at the dock, they’re loaded on trains and sent across the country. Then the units are delivered to a wholesaler by truck or rail.
The growth of airfreight makes it easier and faster for firms to serve customers in foreign markets
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2. Now look at the table in the text again. Which transport mode would you choose if:
a) |
you need to transport fabrics (1000 kg) from Iran to Belarus? |
b) |
you need to transport milk products from Russia to Belarus? Share your ideas with your partner and prove your point of view by using the following comparative structures: as … as, not so … as, twice as … as, much more expensive, less expensive, far cheaper, three (four…) times as cheap as … . |
3. Put the following points into the order they appear in the text.
1. |
Ship it overseas – but slowly. |
2. |
Railroads – large loads moved at low cost. |
3. |
Transporting function must fit the whole strategy. |
4. |
Trucks are more expensive, but flexible and essential. |
5. |
Put it in a container – and move between modes easily. |
6. |
Airfreight is expensive but fast and growing. |
7. |
Competition has forced railroads to innovate. |
8. |
But airplanes may cut the total cost of distribution. |
4. Choose the phrase a, b or c, which best completes each sentence.
1. |
Because the train runs on fixed tracks … |
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a) |
… it can be timetabled to stop at more stations. |
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b) |
… it can carry more passengers. |
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c) |
… it is not subject to traffic jams. |
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2. |
If a railway only has a single track … |
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a) |
… a breakdown will probably not cause serious problems. |
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b) |
… a breakdown will definitely cause serious problems. |
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c) |
… a breakdown is likely to cause serious problems. |
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3. |
When a particular railway service becomes unprofitable … |
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a) |
… it may help the situation if fares are lowered. |
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b) |
… it will help the situation if fares are lowered. |
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c) |
… it will not help the situation if fares are lowered. |
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4. |
Because most journeys do not start and end at railway stations … |
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a) |
… support transport is not normally required at the terminals. |
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b) |
… support transport is usually required at the terminals. |
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c) |
… support transport is occasionally required at the terminals. |
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5. |
Times of arrival and departure for trains can be given with greater accuracy than … |
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a) |
… for lorries or coaches because road transport is slower. |
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b) |
… for aircraft because airports are congested. |
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c) |
… for other forms of transport. |
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6. |
One of the attractions of inter-city travel by rail for executives is that they … |
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a) |
… will reach their final destination more quickly. |
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b) |
… will have the option to do some work while they are traveling. |
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c) |
… will not need a taxi at the end of their journey. |
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7. |
Heavy and bulky freight can be carried overland comparatively cheaply by rail because … |
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a) |
… bigger loads can be carried in a single haul. |
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b) |
… the loads can be conveyed at night. |
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c) |
… railway workers wages are low. |
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8. |
When railway lines are closed down because they are uneconomic … |
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a) |
… the workers will have to find jobs in other industries. |
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b) |
… the workers will not be able to find jobs in other industries. |
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c) |
… some of the workers may lose their jobs. |
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9. |
If the government spent substantially more on the development of motorways … |
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a) |
… they would also have to subsidise the railways. |
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b) |
… it would probably make the railways less profitable. |
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c) |
… it would encourage more freight to be sent by rail. |
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10. |
A Eurotunnel between England and France … |
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a) |
… will make French goods more expensive in England. |
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b) |
… will encourage more Britons to go abroad for their holidays. |
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c) |
… will improve the British economy by encouraging tourism. |
5. Complete the sentences in your own words.
1. |
When goods are sent by air … |
2. |
If bulky goods need to be sent overseas … |
3. |
Storms at sea can cause loss or damage to cargo … |
4. |
When commuters’ trains run into London late … |
5. |
An aircraft has a long way to fall so the maintenance of the aircraft … |
6. |
When perishable items such as tomatoes and flowers … |
7. |
When there is only a single line railway track … |
8. |
If the government raises the tax on petrol … |
9. |
There will always be a demand for luxury liners because … |
10. |
Many of the new large oil tankers are built in Japan because … |
11. |
There has been a slump in shipbuilding in recent because … |
12. |
The really heavy lorries are called juggernauts and they …
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