5.10. Complete each sentence below with a word or phrase from the box.

commission agents copyright franchise agreement independent distributors patent

sales force shelf space sole distribution agreement vending machine.

1 Agents who receive a percentage of the sales are commission agents .

2 An agreement to sell only one manufacturer's goods is called a________.

3 All the people involved in selling a company's goods or services are the

4 People who buy from companies and sell to retailers are called________.

5 A licence registering an invention and protecting ownership is called a

6 The amount of space given over in a shop for displaying a particular product is called _________ .

7 An agreement to pay a licence fee to use a well-known name is called a _________ .

8 A machine in which you put coins to buy confectionery or other small items is called a

9 Ownership of the reproduction rights of intellectual property (written words, music, film, art, etc) is protected by______ .

5.11. Translate into English.

1. Торговые посредники занимаются покупкой и продажей товара, являясь промежуточным звеном между производителями и потребителями.

2. Оптовики покупают у производителей товар по одной цене, а продают по другой, более высокой цене.

3. Брокеры в отличие от оптовиков и розничных торговцев не являются владельцами товара, которым они торгуют.

4. Брокеры действуют как посредники, устраивая сделки для своих клиентов, за что получают комиссионные.

5. Оптовые торговцы, занимающиеся импортом и экспортом, надеятся получить прибыль, но могут и понести убытки.

5.12. Case study Background

The best-selling sports drink, Zumo, is produced by Zumospa, a food and drinks company based in Valencia, Spain. In the last financial year, Zumo contributed €30 million to Zumospa’s annual sales revenue, accounting for 20% of the company’s total turnover, and €4.5 million in profits. It is, in fact, Zumospa’s cash cow, generating more revenue than any other of its products.

At present, Zumo is sold only in Europe. However, the sports drink market is the most rapidly growing segment of the world beverage market. Zumospa would like to make Zumo a global brand, even though the market is very competitive, with major companies such as Coca-Cola, Pepsi Cola and Heinz fighting for market share.

Key features of Zumo

• Contains caffeine, vitamins and glucose

• Has a secret ingredient, “herbora”, made from roots of rare African plants.

• Scientific studies show that the body absorbs Zumo faster than water or other soft drinks

• The unique formula contributes to Zumo’s taste and thirst-quenching properties.

Marketing

Launched in the mid 1980s. positioned as an energy product for fitness-conscious people, especially sportsmen and women between the ages of 20 and 45.

Distributed mainly through grocery stores, convenience stores and supermarkets. Also through sports clubs. Also, sales generated through contracts with professional leagues, such as football, golf and tennis associations.

Press, TV and radio advertising is backed up by contracts with famous European footballers and tennis stars.

Zumo is offered in four flavours and its price is in the medium range.

Developing a global brand

Zumospa needs to reposition Zumo for the global market. Initial research suggests that Zumo is perceived as a Spanish drink, and its close identification with Spain may not be suitable when developing a global brand.

Zumospa would like to launch a global campaign focussing first on South America, Mexico, the southern states of the US and Japan, where they have regional offices. A decision has been taken to use a standardized advertising theme in these markets, although the copy of the advertisements and language of the TV and radio commercials will be adapted to local needs.

Before setting up focus groups in these areas and commissioning market surveys, the Marketing Department of Zumospa have organised an informal departmental meeting to brainstorm ideas for their global marketing strategy.