Which word?

Distribution / delivery / dispatch / logistics

These words are all used about sending goods to customers. Distribution involves arranging for a product to pass from one business to another until it reaches somewhere, for example a shop / store, where people can buy it. The series of businesses is the distribution chain and a particular business or place where the goods are finally sold is a distribution channel: Our main distribution channels are convenience stores and the Internet. Logistics involves physically collecting, transporting and delivering goods. These responsibilities are often given to a transport company: FedEx handle the logistics. Delivery involves giving the goods to the customer: Allow up 3 weeks for delivery. Our terms are cash on delivery (= you pay when the goods arrive). Dispatch refers to the process of goods leaving a factory or office: We check all orders before dispatch. The date of dispatch has been changed.

b) Make up sentences with the above words.

Task 13. Practice reading the following words.

actually [`ækt∫uəli] adult [`ædAlt] 88% / [ə`dAlt] 12% advertising [`ædvətaızıŋ] aspect [`æspekt] average [`ævərıG] to charge [t∫α:G] / [t∫α:rG] competitor [kəm`petıtə] consequently [`kOntsıkwəntli] / [`kα:ntsəkwəntli] crucial [`kru:∫əl] discount [`dıskaunt] drawing [`drO:rıŋ] / [`drO:ıŋ] engaged [ın`geıGd] to focus [`fəukəs] / [`foukəs] industry [`ındəstri] to insure [ın`∫uə] / [ın`∫uər] literally [`lıtərəli] manufacturing [ֽmænju`fækt∫ərıŋ] marketeer [ֽmα:kı`tıə] / [ֽmα:rkə`tıər]

marketing [`mα:kıtıŋ] numerous [`nju:mərəs] / [`nu:mərəs] to outnumber [ֽaut`nAmbə] / [ֽaut`nAmbər] phase [feız] popularly [`pOpjuləli] / [`pα:pjələrli] portion [`pO:∫ən] / [`pO:r∫ən] product [`prOdAkt] / [`prα:dAkt] Ps [pi:z] publicity [pAb`lısəti] recent [`ri:sənt] region [`ri:Gən] segment [`segmənt] specification [ֽspesəfı`keı∫ən] to survive [sə`vaıv] / [sər`vaıv] unique [ju`ni:k] varied [`veərid] / [`verid]

Task 14. Read the text.

What is Marketing?

Marketing is crucial to all phases of business and has become a driving force in most companies in recent years. Without paying attention to what it sells, what price it charges, how it promotes its products, and where it sells them, no company can survive.

Marketing activities are numerous and varied. They include everything needed to get a product off the drawing board and into the hands of the customer. A large portion of the working population in many countries is involved in some form of marketing. In many countries those engaged in marketing activities outnumber those involved in manufacturing or production.

The term “marketing” developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.

There are many definitions of marketing. The better definitions are focused upon customers and satisfaction their needs. Basically, marketing is about understanding customers and finding ways to provide products or services which customers demand.

Marketing is sometimes defined as getting the right product to the right place, at the right time, at the right price. Consequently, it can be divided into four main elements that are popularly known as the four Ps: product, price, placement, and promotion.

• Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user’s needs and wants. This often involves research and development (R&D) of a new product, testing of the product to insure quality.

• Pricing: This refers to the process of setting a price for a product, including discounts. There are 3 pricing options the company may take: “above”, “with” or “below” the prices that its competitors are charging. Most companies price with the market and sell their goods or services for average price established by major producers in the industry.

• Promotion: This refers to various methods of promoting the product, brand, or company. It may include advertising, sales promotion, publicity, and personal selling.

• Placement (or distribution): refers to how the product gets to the customer. This takes place through the channels of distribution. A common channel of distribution is manufacturer → wholesaler → retailer → customer. This fourth P is also sometimes called Place, referring to the channel by which a product or service is sold (e.g. online vs. retail), as well as in which geographic region or industry, and to which segment (young adults, families, business people), etc.

These four elements are often referred to as the marketing mix, which a marketeer can use to craft a marketing plan. You may think marketing is something you do later – after the product is developed, manufactured, or ready to sell. Actually, marketing doesn’t begin with a great idea or a unique product. It begins with customers – those people who want or need your product and will actually buy it.