Modes of freight movement Inventory

Trucks

Airplanes

Waterways

Pipelines

Railroads

Exhibit 11

7.4.7 Speak on transporting and storing using Exhibit 11

7.5 Text C. The Physical Distribution Concept. (Read the text and find the information about the main idea of the PD concept)

The Physical Distribution (PD) concept says that all transporting and storing activities of a business and a channel system should be coordinated as one system – which should seek to (стремиться) minimize the cost (стоимость) of distribution for a given customer service level (уровень).

With the physical distribution concept, a firm decides what aspects of service are most important to its customers – and what specific service level to provide (обеспечить).

What aspects of customer service are most important depend on (зависит) target market needs. Xerox might focus on how long it takes to deliver (доставить) copy machine repair parts (запасные части) once (когда) it receives an order (заказ). When a copier breaks down, customers want the repair (ремонт) “yesterday”. The service level might be stated (определяться) as “we will deliver emergency repair parts within 24 hours”. Such a service level might require (потребовать) that almost all such parts be kept in inventory (запас), that order processing (обработка заказов) be very fast, and that the parts be sent by airfreight (авиафрахт). Obviously, supplying (обеспечение) this service level will affect (влиять на) the total cost of the PD system. But it may also beat (побить) competitors who don’t provide this service level.

7.5.1 Comment on the aspects of customer service

7.5.2 Write a short summary of the three texts of the unit. Present your report on PD to your fellow-student and then to the whole group

7.5.3 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 utility; 2 physical distribution; 3 level; 4 storing; 5 trade-off; 6 demand; 7 warehouse; 8 order; 9 repair parts; 10 channel; 11 value; 12 costs; 13 freight movement; 14 to match; 15 invisible.

1 хранение; 2 спрос; 3 заказ; 4 канал; 5 стоимость; 6 затраты; 7 соответствовать; 8 компромисс; 9 товародвижение; 10 запасные части; 11 цель; 12 экономия; 13 полезность; 14 массовое производство; 15 регулировать; 16 склад; 17 конкурент; 18 уровень; 19 невидимый; 20 перевозка груза.

8 Unit The Problem Area of the Unit: Grammar:

What is Promotion? Verb + preposition

Phrasal verbs

8.1 Pre-Text Exercises

8.1.1 Memorize the following words and word-groups from the texts of the unit:

promotion behavior attitude personal selling sales promotion advertising (ad) trial sample sweepstake contest trade show to fit Yellow Pages directory direct mail ads card pack Public Relations (PR)

содействие в продаже к-л товара поведение отношение личная продажа стимулирование продаж реклама; рекламирование испытание образец тотализатор конкурс кустарно-промышленная выставка соответствовать «желтый справочник» (торгово-промыш- ленный раздел телефонного справочника на бумаге желтого цвета) справочник почтовая реклама пакет карточек связи с общественностью

8.1.2 Read and translate the following words into Russian without using a dictionary:

communication; potential; final; presentation; nonpersonal; tactic; audience; effective;

visual; method; utilize; image; sponsor; coupon; chemical; idea.

8.1.3 Scan text A and find the derivatives of the following words. State the parts of speech these derivatives belong to:

sell; differ; industry; employ; promote; usual;

advertise; identify; pay; person; act; aim.

8.1.4 Substitute Russian words and word groups in each sentence for the English ones given below. Translate the sentences into Russian

Promotion is communicating information between seller and potential buyer to influence (отношение и поведение).

Sometimes the (связь) is over the telephone.

(Массовая продажа) is communicating with large numbers of potential customers at the same time.

Personal selling can be very (дорогой).

____________________________________________________

Mass selling; expensive; attitudes and behavior; communication.

8.1.5 Verbs are usually followed by prepositions. Often prepositions give a special meaning to the verbs. These verbs are phrasal verbs: to get up; to look for; to look forward. Sometimes a phrasal verb is followed by a preposition: to look forward to. Complete the sentences using one of the following word-groups:

а) - to look at – смотреть на, ознакомиться с;

- to look for – искать;

- to look forward to – стремиться к чему-либо;

- to look through – просматривать.

We are looking ____ establishing good relations with your company.

Yellow Pages and product directories are tools customers utilize when they are looking ____ a product or service.

Typically customers looking ____ Yellow Pages are excellent sales prospects.

While looking ____ the local newspaper he found the necessary ad.

b) - to get on – справляться с делом, преуспевать;

- to get up – дорожать (о товарах);

- to get over – преодолеть (трудности).

The company got ____ in new-product development.

The cost of ads on TV has recently got ____.

He had to get ____ many problems in his business.

c) - to give up – оставить, отказаться (от работы, участия в деле);

- to give in – уступать;

- to give away – раздавать (призы);

- to give way to – давать волю (чувствам, слезам).

Another way of using PR is to sponsor events or give ___ door prizes at local fundraisers.

There were so many problems that he had to give ____ his business.

When the problem was solved he gave __ __his emotions.

At last the partners gave ____ and the problem was solved.

8.2 Text A. Promotion. (Read the text and be ready to do the assignments that follow)

1 Promotion is communicating information between seller and potential buyer to influence attitudes and behavior. Promotion can be directed to five different groups: final consumers, industrial customers, retailers, wholesalers, and even a company’s own employees. The marketing manager’s promotion job is to tell target customers that the right Product is available at the right Place at the right Price.

Promotion includes personal selling, mass selling, and sales promotion.

2 Personal selling involves direct communication between sellers and potential customers. Personal selling is usually face-to-face, but sometimes the communication is over the telephone. Personal selling can be very expensive. Often this personal effort has to be blended with mass selling and sales promotion.

3 Mass selling is communicating with large numbers of potential customers at the same time. The main form of mass selling is Advertising – any paid form of nonpersonal presentation of ideas, goods, or services by an identified sponsor.

Advertising is only a part of promotion – and promotion is only a part of the total marketing mix that the marketing manager must develop to satisfy target customers.

4 Sales promotion refers to promotion activities – other than advertising, publicity, and personal selling – that stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion may be aimed at consumers, at middlemen, or even at a firm’s own employees. Examples include coupons, samples of consumer products, special sweepstakes and contests, and displays at trade shows.