Text 2 Wholesaling and Retailing

Distribution is how products reach consumers. Distribution channels are series of marketing entities through which goods and services pass on their way from producers to end users.

Wholesalers are middlemen that buy finished products from manufacturers and sell them to retailers. Manufacturers that use selective or exclusive distribution normally sell directly to retailers. Manufacturers that use intensive distribution often rely on wholesalers. Sometimes wholesalers sell products to manufacturers for use in the manufacturing process. Some wholesalers even sell to other wholesalers, creating yet another stage in the distribution channel.

About half of all wholesalers offer financing for their clients. They sell products on credit and expect to be paid within a certain time, usually sixty days. Other wholesalers operate like retail stores. The retailer goes to the wholesaler, selects the merchandise, pays cash for it, and transports it to the retail outlet.

The three main types of wholesalers are merchant wholesalers, manufacturers’ sales branches, and agents and brokers. Merchant wholesalers buy from manufacturers and sell to other businesses. Full-service merchant wholesalers offer a complete array of services to retail customers. Manufacturers’ sales branches perform many of the same functions as full-service merchant wholesalers, but they are owned and completely controlled by the manufacturers. Agents and brokers are essentially independents who provide buying and selling services. They receive commissions according to their sales.

Retailers sell goods to consumers and to industrial users for their own consumption. Most retailers are involved in small businesses like shoe stores, restaurants, and clothing stores. But most sales are made by the giant retail organizations, such as Sears in the USA. It employs almost 430,000 people.

Retailing can be either in-store or non-store. In-store retail operations include department stores, mass-merchandising shopping chains, specialty stores, discount stores, off-price retailers, factory outlets, and catalog showrooms. Non-store retailing includes vending machines, direct sales, and direct response marketing. Creating retail strategy is important in all kinds of retailing and involves defining a target market, developing a product offering, creating an image and a promotional strategy, choosing a location, and setting prices.

6. Ответьте на вопросы:

1) What are distribution channels?

2) What do wholesalers and retailers deal with?

3) Are retailers involved in small businesses or large corporations?

7. Дайте на английском языке развернутое определение понятиям:

merchant wholesalers –

manufacturers’ sales branches –

agents and brokers –

retailers –

8. Закончите предложения, произведя нужный выбор:

1) Distribution is

a) how products are manufactured;

b) how products reach consumers;

c) how products are advertised.

2) Manufacturers often rely on

a) retailers;

b) advertising agents;

c) wholesalers.

3) About half of all wholesalers offer

a) a complete array of services;

b) financing for their clients;

c) exclusive distribution of goods.

4) Most retailers

a) are involved in small businesses;

b) deal with big companies;

c) are members of giant retail organizations.

5) Retailing

a) is very important for market system;

b) includes in-store and non-store operations;

c) is a part of wholesaling.

9. a) Вы занимаетесь оптовой торговлей. Расскажите на английском языке, с какими фирмами вы сотрудничаете и как организуете свою деятельность.

b) Вы занимаетесь розничной торговлей. Расскажите на английском языке, где и каким товаром вы торгуете.

Part 3

1. Прочтите и запомните значение следующих слов и выражений:

item n	торговая единица; пункт, статья, вопрос
anticipate v	ожидать, предвидеть
in order to	для того, чтобы
packaging n	упаковка, оформление
tangible a	осязаемый, материальный; ясный, заметный
bundle n	пакет; связка
satisfy v	удовлетворять
attribute n	характерная черта, атрибут; определение
impact n	влияние, воздействие; толчок, импульс
product life cycle	жизненный цикл товара
competition n	конкуренция
introduction stage	этап введения на рынок
growth stage	этап роста
maturity stage	этап зрелости
decline stage	этап упадка
accept v	принимать
familiarize v	ознакомить
adjust demand	регулировать спрос
decrease (increase) sales	уменьшить (увеличить)объем продаж
become outdated	устареть
branding n	снабжение товара торговой маркой
trademark n	товарный знак
pricing n	ценообразование; калькуляция цен
challenge n	вызов; сложная задача, проблема
return on investment	окупаемость инвестиций

2. Переведите следующие слова, обращая внимание на суффиксы и приставки, характерные для разных частей речи:

suitable, satisfaction, psychological, promotion, sociological, protection, competitive, legal, itemize, redesign, intangible, replacement, identification.

3. Подберите слова близкие по значению:

1) receive v	a) forecast v
2) trademark n	b) man n
3) prolong v	c) accept v
4) influence n	d) brand n
5) predict v	e) outdated a
6) human being n	f) impact n
7) task n	g) finally adv
8) old a	h) challenge n
9) eventually adv	i) extend v

4. Соотнесите английские фразы из левой колонки с их русскими эквивалентами в правой:

1) market segments	a) рыночная деятельность
2) environmental change	b) начинают падать
3) marketing activities	c) поставка товара
4) production capacity	d) внешние силы
5) supply of a product	e) объем продаж достигает пика
6) begin to level off	f) в конце концов достигают
7) eventually reach	g) конкурентное ценообразование
8) sales peak	h) производственная мощность
9) legal protection	i) изменение окружающей среды
10) external forces	j) юридическая защита
11) competitive pricing	k) сегменты рынка

5. Прочтите текст и постарайтесь понять его содержание: