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Файл:The English Language of Marketing. Учебное пособие
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Unitfour.Channelsofdistribution
work for small firms with no sales staff, for firms carrying products unrelated to their normal line or for firms entering a new geographic market.
2. Brokers are essentially used to sell food products. They call on
grocery wholesalers for the manufacturers who are their clients and
help them make inroads into broader markets.
3. Selling agents have the authority to negotiate prices and
usually work without territorial limits. They represent the entire
line of a manufacturer and may render financial assistance to their
principals. This type of agent sells products like textiles, coal,
lumber, metals, and clothing.
The first decision in determining channels of distribution is
the form it should take. Should a manufacturer of skis sell through
retail stores, by direct mail or both? If retail stores are chosen,
what level or type of store: specialty shops, department stores, dis-
count houses, sporting goods stores or a combination of these?
Even within these types, questions of reliable or prestigious reputations and sufficient financial standing may enter into the decisions. Regional considerations, of course, play a role as well. Skis
will sell better in regions near the slopes than in those far away.
Other considerations for specific products might include taste characteristics of the product, proximity to associated types of goods
and services.
These are the major types of retailing found, in one form or
another, around the world:
Specialty stores usually sell a complete assortment of one
line or a limited number of closely related lines, of merchandise.
Ranging from jewelry, books, and home furnishings to ice cream,
baked goods, and electrical appliances, they can usually fulfill any
demand for their type of product.
Department stores, because of the many lines of goods they
carry are actually consolidations of many specialty shops under
one roof.
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TheEnglishLanguageofMarketing
Mail order houses are large operations selling a great range
of merchandise directly to consumers by mail, without a personal
sales force. They are practical where catalog printing, parcel post,
and freight services are reliable and economical.
Chain stores are a group of stores under the same management. These mass distribution organizations save money for themselves and the consumer by buying and selling in large quantities.
The major types of chains specialize in groceries, drugs, auto supplies, and clothing. In some product areas, they dominate the market; in Canada five chain supermarkets sell 40 % of all the food in
the country.
Consumers' cooperatives, owned and operated by local
groups of farmers or other consumers, are also called "co-ops”.
They are popular in rural areas, marketing such items as groceries,
animal food, gasoline, and food preparation services. Their chief
attraction to consumers is the patronage dividend, based on volume of purchases over a given period.
Direct retailing, or house-to-house selling, makes up a large
part of the retail business in certain products, notably household
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Unitfour.Channelsofdistribution
items and makeup. Usually the sales representative carries a small
stock or shows samples, takes orders, and makes deliveries later.
The overhead is small, and the consumer has the convenience of
home shopping.
Vending machines sell many types of small-sized, lowcost, popular-demand, standard-quality goods. Candy, cigarettes,
soft drinks, and books are vended in high-traffic areas.
For the most part, wholesalers buy from manufacturers and
suppliers and resell to retailers. Usually they extend credit and
make deliveries. They may carry specialized or diverse lines of
products. Merchant wholesalers maintain warehouses, so the
manufacturer does not need extensive storage facilities. In addition to maintaining a sales force, they are able to regroup different
types of goods into acceptable lots and screen the goods presented
by the manufacturers. Cash-and-carry wholesalers require customers to transport their own goods and to pay for them in cash.
Another type of wholesaler is the drop shipper, who never takes
possession of merchandise, but merely takes orders which the
producer or supplier fills directly to the customer.
Manufacturers' branch offices also function as wholesalers.
They are able to sell to other wholesalers, to retailers or to final industrial or household consumers. Some have a limited geographic
range or sell to a few large customers. They operate entirely from
the factory or central office.
Comprehension
Tick the correct answer (A, B or C) for 1-5 below
1. What is the trend in marketing commodities today?
A. The commodities are marketed all over the world by pro-
ducers themselves;
B. The goods are marketed through intermediaries;
C. The products are sold directly by manufacturers through
numerous consumer outlets.
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TheEnglishLanguageofMarketing
2. The policy of extensive distribution means:
A. Using a sole outlet in a given territory;
B. The entire complex of getting products to users;
C. Selling product in a maximum number of outlets.
3. A drop-shipper is:
A. An intermediary who doesn’t invest in goods;
B. A wholesaler who buys merchandise;
C. A company who ship the goods.
4. A house-to-house selling is a kind of:
A. Wholesale business;
B. Business-to-business selling;
C. Retail business.
5. To the supplier the main problem to be solved is:
A. What goods to select for resale;
B. To find the best channels of distribution;
C. To supply the market by all means.
Exercise 1
Find English equivalents in the text.
Vocabulary Practice
Суть, склад, закупка, каналы сбыта, морские пути, обрабатывать в больших объемах, поставщик, конечный потребитель, неотъемлемая часть, ограничение, крайность, полуфабрикат, полномочие, оказывать финансовую помощь, близость,
специализированные магазины, товары – почтой, сеть магазинов, прямые продажи, накладные расходы, торговый автомат.
Exercise 2
Fill in the blanks with one of the words below. Change the
form of the words where necessary.
a) price, b) advertising, c) decisions , d) promotion,
e) marketing mix, f) channels of distribution, g) place,
h) warehousing, i)
urchase,
wholesalers.
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Unitfour.Channelsofdistribution
f
The_____1____ is often summarized as the so called four Ps:
product, price, place,___2____; what to sell, to whom, where, and
with what support. People and organizations make___3______ as
to how, when, and to whom it is to be sold: for example on its design, price and ___4_____ . The ____5_____ that customers pay for
products influences the product’s image and the likelihood of
___6______. Promotion programs, designed to persuade the customers to buy the product, include personal selling,____7____,
publicity, and sales promotion.___8_____ refers to where the
product is made available to market members. It covers two areas:
channels of distribution such as ____9_____ or retailers and physical distribution such as transportation, ____10______and inventory
control facilities.
Grammar Revision: the Gerund
The Gerund (verb + ing ) is a non-finite form of the verb that
combines nominal and verbal properties.
Having nominal characteristics, the gerund can perform the
function of subject, object, and predicative. The verbal characteristics of
the gerund include tense and voice distinctions. It can be rendered into
Russian either by noun or by verb. For more info see § 5 of the Grammar Re
erence.
Exercise 3
Explain the functions of the gerund in the following sen-
tences:
1. Each producer accepts major responsibility for advertising,
finding customers, and setting a price.
2. Before being sold at countless consumer outlets many goods
pass through numerous channels.
3. Finding the best channels of distribution is a key problem.
4. This job involves analyzing our sales figures.
5. The essential job of a marketer is looking for target customers.
6. The problem of selecting channels is considered in relation to
the interaction of the components of the marketing mix.
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TheEnglishLanguageofMarketing
Exercise 4
Use either the Gerund or the Infinitive in the following sen-
tences:
1. Vending machines are good for (to sell) small inexpensive
standard quality items.
2. The warehouses need (to attend to) no doubt.
3. The chain stores you are talking about are not worth (to buy).
4. They launched the product without (to do) the necessary re-
search.
5. It’s no use (to advertise) these wares: their life cycle is com-
ing to the end.
6. The clients threatened (to go) to a different company.
7. Brokers help manufacturers (to make) inroads into broader
markets.
8. Their company had difficulty in (to find) a ship dropper.
9. They refused (to reduce) the share of semi-finished goods in
their export.
Exercise 5
Translate from Russian into English making use of the vo-
cabulary of the lesson.
1. Существует пять основных каналов сбыта: от производи-
теля к потребителю (от двери до двери) через оптовика и
розничного торговца или при помощи дистрибьютера; а
также путем рассылки рекламы по
почте.
2. Накладные расходы – это оперативные издержки веде-
ния бизнеса, такие как арендная плата, налоги, амортизация,
электричество и др.
3. Совокупность затрат на маркетинг включает в себя
стоимость всей программы стимулирования продаж.
4. Магазины, продающие товары со скидкой пользуются
большой популярностью.
5. Услугами брокеров обычно пользуются для продажи
продуктов питания.
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Unitfour.Channelsofdistribution
p
6. Франшиза – это право продавать товар или вести бизнес
по установленному образцу на определенной торговой
территории.
7. Ваша фирма пользуется адресной рекламой?
8. Торговой точкой называется любой рынок, где покупа-
тель может приобрести товар.
9. Если Вы не любите ходить по магазинам, то Вы можете
воспользоваться магазинами, продающими товары почтой.
10. Для оптовика или розничного торговца ключевым мо-
ментом торговли является решение, какой товар выбрать
для перепродажи.
Vocabulary Test
Match the words in the left column to their definitions in the
right one
1. Marketing mix
A. any specific market where consumers
buy goods, such as a store, a merchant,
an agency or an open-air stall
2. Franchise B. the structure of internal and external
agents, dealers, and brokers, wholesale
and retail, through which a commodity
roduct or service is marketed
3. Direct mail C. Those people who represent a company
and sell to retailers
4. Overhead D. an agent who buys or sells for some-
one else, on a commission or fee basis,
without owning the goods
5. Channels of distribution
6. Patronage divi-
dend
E. a defined region in which a representa-
tive or agent can sell a product or service
F. the value of all of a firm's input into a
program for stimulating sales: products,
services, prices, position, advertising,
sales promotion, direct selling, and all the
channels of distribution
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TheEnglishLanguageofMarketing
7. Sales territory G. the permission granted by a manufac-
turer to a distributor or retailer to sell its
products, usually confined to a specific
sales territor
8. Consumer outlet
H. the operating expenses of running a
business, including rent, taxes, insurance,
electricity, and depreciation but excluding labor and materials
9. Discount house I. the advertising matter mailed to large
numbers of potential customers
10. Sales representative
J. a retail store that cuts prices for cus-
tomers, who in turn pay cash and take
care of any servicing or repair problems
themselves
11. Broker K. a sum of money paid to shareholders
or members of a cooperative enterprise
out of its earnings
Discussion
1. Name some of the earliest large marketing centers of times
past.
2 Use your imagination to briefly trace the route of a bolt of
cotton print from the textile factory to your closet.
2. What are the major methods or channels of distribution open
to producers?
3. What is the most important element of merchandising to the
merchant? To the supplier?
4. How might variations in consumer demands affect distribu-
tion of goods?
5. Why must the marketing mix be considered in the process of
selecting channels of distribution?
6. What is the difference between the policy of exclusive distribu-
tion and the policy of extensive distribution. Give examples.
7. What is the job of a manufacturer's agent? What types of
businesses do these agents represent?
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Unitfour.Channelsofdistribution
8. In what areas do brokers usually work? How do they do
their jobs?
9. How is a selling agent different from a manufacturer's agent in
terms of price negotiations? In what areas are selling agents
prominent?
10. What are some considerations in determining channels of
distribution?
11. Why are certain establishments known as specialty stores? |
12. How does a department store resemble a specialty shop?
13. How do mail order houses operate? Where are they practical?
14. What are co-ops? What types of products do they generally
merchandise?
15. Are there any advantages of house-to-house, or door-to-door
selling?
16. Where are vending machines found? What do they sell?
17. What is the difference between a merchant wholesaler and a
drop shipper? What are some ways in which the former
helps manufacturers?
18. What are cash-and-carry wholesalers?
Writе a composition
Describe the roles of the various types of agents employed in
marketing channels. Refer to the chart diagramming the flow of
goods to consumers, and point out differences in the channels of
distribution. What use might munitions manufacturers make of
agents?
Vocabulary
channels of distribution каналы сбыта
locale место действия
to set a price устанавливать цену
spread распространение; протяжение;
разница между себестоимостью
и продажной ценой
to handle обрабатывать
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TheEnglishLanguageofMarketing
in bulk большими объемами,
в большом количестве
rule-of-thumb приближенный подсчет,
практический способ,
основное правило
ultimate конечный
extreme крайность
extensive обширный, большой;
экстенсивный
supplement дополнять
to render assistance оказывать помощь
proximity близость
specialty специализированный
mail order houses магазины, продающие товары
почтой
chain stores сеть однотипных магазинов
vending machines торговый автомат
munitions военное снаряжение
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