13. Read the following words and word combinations and give definitions

a) channels of marketing; b) channel structure; c) channel outlets; d) channel arrangement; e) marketing channel management.

14. Use the following to write sentences on channels of marketing in the sphere which is of interest and importance to you

a) can be viewed as ...; b) to be well aware of ...;c) to make smth. possible; d) it should be recognized as ...; e) a major focus of ... is on ....

15. Questions for the final discussion

1. Does channel structure for individual consumers differ from that of organization? In what way?

2. Do you agree that laws of marketing could be applied to the sphere of politics? Why and why not? Give an example.

3. Do you agree that theory of marketing could be used in the field of medicine? Does it come into contradiction with ethics or morals?

Vocabulary (часть 3)

16. Read and remember the words and combinations given bellow

1. manufacturer – производитель

2. wholesaler – оптовый продавец

3. retailer – розничный продавец

4. generation – генерирование

5. physical distribution – физическое распространение

6. end user – конечный потребитель

7. intermediary – посредник

8. to underscore – подчеркивать

9. arrangement – расположение, соглашение

10. partnerships – товарищество, партнерство

11. to outgrow – перерастать, вырастать

12. seamless – бесшовный

13. to blend – смешивать

14. counterpart – коллега

Text C

17. Read and translate the text structure of marketing channels

Manufacturers, wholesalers, and retailers, as well as other channel members, exist in channel arrangements to perform one or more of the following generic functions: carrying of inventory; demand generation, or selling; physical distribution; after-sale service; and extending credit to customers. In getting its goods to consumers or end users, a manufacturer must either assume all these functions or shift some of them or all to channel intermediaries.

In every marketing channel, the members that do business together have some kind of working relationships. On the extreme ends on the continuum of these relationships, there are purely transactional relationships on one side and purely collaborative relationships, or partnerships, on the other.

A trend that is an outgrowth of partnerships is the seamless channel. This concept is related to the concept of the seamless organization, which has all departments working together to serve the customer, thereby blurring the organizational lines that separate departments within the organization.

Language practice and Speaking

18. Answer the following questions for general understanding

l) What is the aim of manufacturers, wholesalers, and retailers?

2) How does the author describe the relations within the units on marketing channel?

3) What is a «seamless» channel?

19. Read the following and find equivalents in Russian

a) purely transactional relationships; b) after-sale service; c) channel intermediaries;

d) collaborative relationships;