新职业英语市场营销英语Unitchannel

Unit4

Channel市场营销英语EnglishforSalesandMarketing-2-2023/2/3ContentsWarming-upReadingAListeningReadingBWritingProjectVocabularyandStructureSpeaking-3-2023/2/3Warming-upActivityWarming-upActivity

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2Warming-upActivityTask1-4-2023/2/3Warming-up:Task11.R2.W3.W4.R5.W6.R-5-2023/2/3Warming-up:Task2DCBABADC-6-2023/2/3ReadingActivityAReadingA:

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4ReadingA:

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3ReadingA:

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2ReadingA:Task1Forbackgroundinformation,clickHERE.

ReadingAReadingATypesofDistributionChannelsGoodsandservicesoftenpassthroughseveralhandsbeforetheyendupwiththeconsumer.However,sometimestheyareabletopassdirectlyfromtheproducertotheconsumer.Therefore,therearetwowaystodistributegoodsandservices:byadirectchannelandbyanindirectchannel.-7-2023/2/3声音翻译ReadingADirectchannel

Distributingproductsthiswaymeansthatproducersselltheirgoodsandservicesdirectlytotheconsumers.Therearenomiddlemenbetweentheproducersandconsumers.Theproducersselldirectlytotheircustomersthroughdoor-to-doorsalesmenorthroughtheirownretailstores.Forexample,BataIndiaLtd.andLibertyShoesLtd.havetheirownretailshopsfromwheretheycanselltheirproductstotheircustomers.Manyserviceorganizationsalsoprovidetheirservicesdirectlytotheircustomers.Banks,consultancyfirms,telephonecompanies,passengerandfreighttransportservicesareexamplesofwhereconsumersreceiveservicesbyadirectdistributionchannel.-8-2023/2/3翻译声音ReadingAIndirectchannelIftheproducerisproducinggoodsonalargescale,itmaynotbepossibleorcost-effectiveforhimtosellgoodsdirectlytoconsumers.Hesellshisproductsthroughmiddlemen.Thesemiddlemenmaybewholesalersand/orretailers.Awholesalerbuysgoodsinlargequantitiesfromproducers;whereasaretailerbuysgoodsfromwholesalersandsometimesdirectlyfromproducersandsellstoconsumers.Theinvolvementofvariousmiddlemenintheprocessofdistributionconstitutesanindirectdistributionchannel.Herearetwoimportantindirectdistributionchannels:-9-2023/2/3翻译声音1.ProducerWholesalerRetailerConsumerThisisacommonchannelforthedistributionofgoodstotheultimateconsumers.Sellinggoodsthroughawholesalermaybesuitableincasessuchasfoodgrains,spices,utensilsanditemswhicharesmallinsize.2.ProducerRetailerConsumerUsingthischannel,producersselltooneormoreretailerswho,inturn,selltotheultimateconsumers.Thischannelisusedunderthefollowingconditions:•Whenthegoodscatertoalocalmarket,forexample,bread;•Whentheretailersarebigandbuyinbulkbutsellinsmallunits,directlytotheconsumers.Departmentstoresandsupermarketsareexamplesofbusinessesthatusethischannel.ReadingA-10-2023/2/3翻译声音-11-2023/2/3ReadingA:Task1Theproductsaredistributedtothewholesalerwhointurndistributesthemtoaretailer.Thefinalcustomerbuysproductsfromtheretailer.Theproductsaredistributedtoaretailer.Thefinalcustomerbuysproductsfromtheretailer.Thefinalcustomerbuysproductsfromtheproducer.Therearenomiddlemen.-12-2023/2/3ReadingA:Task2DistributionChannelFlowChartExamplesDirectChannelProducer→Consumerbanks,consultancyfirms,telephonecompanies,passengerandfreighttransportservicesIndirectChannelProducer→Wholesaler→Retailer→Consumerfoodgrains,spices,utensils,itemswhicharesmallinsizeProducer→Retailer→Consumerbread-13-2023/2/3ReadingA:Task3TFFTF-14-2023/2/3ReadingA:Task4(Openanswer)-15-2023/2/3ListeningActivitiesListeningTask4ListeningTask3ListeningTask2ListeningTask5ListeningTask1-16-2023/2/3Listeningtask1Heisasalesman.TheirnewLEDtube.25%.Inthekitchenorinthesittingroom.BecauseshethinksMr.Blackhastakenallthetroubletocall.-17-2023/2/3Listeningtask2FTFFT-18-2023/2/3Listeningtask31.theChristmastrees2.theircolorfulLEDmote-19-2023/2/3Listeningtask41.B

2.A3.C

4.A5.C-20-2023/2/3Listeningtask51.convenient2.charger3.savings4.global5.expand-21-2023/2/3SpeakingActivitiesSpeakingTask

4SpeakingTask

3SpeakingTask

2SpeakingTask1-22-2023/2/3Speakingtask1SampleA:What’syouropinionaboutthepricingstrategyforournewfurniture?B:Well,Ithinkit’snotappropriate.Ifeelthatapenetrationpricingstrategywillbuildmarketsharequickly.A:Iagreewithyou.-23-2023/2/3Speakingtask2Sample

A:Goodmorning,Mr.Smith.I’mTonyBlack.

B:Nicetomeetyou,Mr.Black.I’msopleasedyoucouldcome.

A:AEMisoneofthemostfamouscompaniesinkitchenutensilindustry.SoIwishtobeawholesalerofyourcompany.

B:Thankyou.I’mhappyyou’dliketobeourwholesaler.

A:ThenwhatrequirementsshouldImeet?

B:Thereisaminimumpurchaseof1,000pieces,andourwholesalersarerequiredtopromoteourproducts.

A:Ipromisetodothat.

B:That’sgreat.Nowlet’stalkaboutitindetails.-24-2023/2/3Speakingtask3Sample

A:Goodmorning,Mary,

B:Goodmorning,Mr.Smith.

A:Howaboutthesalesofournewproductinsupermarket?

B:Theperformanceisverygood.

A:Why?

B:Becausethesalesmeninsupermarketswillintroducetheproducttocustomers.

A:Oh,that’sgood.Ithinkweshouldsuggestthesalesmeningroceriesdothesame.

B:Iagreewithyou.-25-2023/2/3Speakingtask4Sample

A:Youdidagoodjobonthissurvey.

B:Thankyou.

A:Whereisourcompany’sprofile?

B:I’msorry.Idon’tknowit’llbeneeded.

A:Thecompany’sprofileisveryimportant.Additrightnow.

B:Yes,sir.-26-2023/2/3ReadingActivityBReadingB:

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3ReadingB:

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2ReadingB:Task1

ReadingBReadingBSelling,Beijing’sWayNeverseenanAmwaystore?Thereare200inChina.InChinesecitieslikeShanghaiandBeijing,therearelittlestoressellingproductsbyAmway,MaryKay,andothercompaniesthatnormallyrelyonanarmyoffootsoldierstopeddletheirproductsindirectsales.Forsevenyears,theChinesegovernmentbannedthesedirect-salescompaniesfromusingchainsofindividualstosellcosmetics,householdcleaners,andothergoodsfromtheirhomes.So,toavoidmissingoutonthegrowingChinesemarket,thecompaniesradicallyshiftedtheirbusinessmodels.Forthefirsttime,theyopenedupstores,absorbingthehighercosts,andaccordingtosomereportstakinghugelosses.-27-2023/2/3翻译ReadingB“IamalwaysrunningintofriendswhohavebeentoChinaandtheysay,‘Wesawyourstore,’”saysTrumanHunt,CEOofNuSkin.Despiterunningabout160storesinChina,hesaystheUtahcosmeticsandnutritioncompanylostmoneythere.“Ithasbeenaverylong-termproject,”saysHunt(whoisalsoheadoftheWorldFederationofDirectSellingAssociations)aboutthewaitinggamethatNuSkinandothershaveplayed.Nowthewaitisover.Direct-salescompaniesarenowabletoimplementsomeofthemethodstheyuseinothercountries,includingtraditionaldoor-to-doorsales.Innetworkmarketing,asisalsoknowntodirectsales,independentcontractorssellacompany’sgoodsinpersonandoncommission.Typically,theycanalsoearnmorebysigningupothersalespeople.-28-2023/2/3翻译ReadingBStill,theChinesegovernmentkeepsashortleashondirectsellers,andthecompaniesarenotabletogetridofstand-alonestores.Chinacontinuestoshutoutforeignsellers.That’sablowtohigh-poweredsalesrepslikePatandJack.Thecouplewon’tdisclosetheirNuSkinincome,butin1993theyhitthe“blue-diamond”levelforthosewithover$1millioninsales.Direct-salescompaniessay,however,thattheireffortsinChinaarenotawaste.HuntcallsNuSkin’sstores“aninvestmentinourfuture”,awayoffamiliarizingChineseconsumerswiththecompany’sproducts.-29-2023/2/3翻译-30-2023/2/3ReadingB:Task1Becausetheydon’twanttomissoutonthegrowingChinesemarket.Direct-salescompaniesarenowabletoimplementsomeofthemethodstheyuseinothercountries,includingtraditionaldoor-to-doorsales.Theysellacompany’sgoodsinpersonandoncommission.Typically,theycanalsoearnmorebysigningupothersalespeople.-31-2023/2/3ReadingB:Task21.f 2.d 3.b 4.a 5.i 6.j 7.e 8.g 9.c 10.h-32-2023/2/3ReadingB:Task3

生产商直接将商品出售给消费者一直是最有效的方式，则无需分销渠道。然而，中间商却可以为生产商和消费者都带来好处：如效率提高、产品种类多样、交易程序化、消费者更容易找到商品、生产商更容易找到消费者。-33-2023/2/3WritingDearSirorMadam,

I’minterestedinapplyingforthepositionofaseniorretailsalesrepresentativeadvertisedinNewOrleansTimesonApril1,2012.

Asmyenclosedrésuméindicates,Ihavethreeyears’experienceinretailsales.AsasalesrepresentativeinRetailChainSalesmanLtd.,Iwasresponsiblefortheproductawareness,customersatisfactionanddrivingthesales.

Ifyoucontactthereferenceslistedintherésumé,IbelievethatyouwillfindthatIhaveexcellentinterpersonalcommunication,negotiationandpresentationskills.

Thankyouinadvanceforyourgenerousconsideration.Ifyouwishtocontactme,pleasecallmeatmymobile:1594687xxxx.Iwouldbehappytomakemyselfavailableforapersonalinterviewatyourconvenience.Yourssincerely,FrankHorton-34-2023/2/3ProjectProjectGuidelinesThisprojectaimstohelpstudentsgetfamiliarwithdifferentchannelsofdistribution.Thewholetaskisdividedintotwosteps.StepOneconcernstheflowofproductsfromproducerstoultimateconsumers.StepTwofocusesondifferenttypesofdistributionchannels.PleasefollowtheTaskDescriptiontocompletetheproject.-35-2023/2/3ProjectTaskDescriptionStepOne•Divideyourclassintoseveralsmallgroupsof4-6students;•Decideonthreedifferentkindsofproductsyou’dliketodiscuss;•Describetheirflowfromproducerstoultimateconsumers.

StepTwo•AnalyzetheinformationobtainedinStepOneandidentifydifferenttypesofdistributionchannels;•Discussandgiveotherexamplesofeachdistributionchannel.Project-36-2023/2/3VocabularyandStructureVocabulary:

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4Vocabulary:

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3Vocabulary:

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2Vocabulary:Task1-37-2023/2/3Vocabulary&Structure:Task1scale

freight3.involvementdiscloseultimate

6.consultancyfamiliarizeconstitutebannutrition-38-2023/2/3Vocabulary&Structure:Task2effectiveproducersinvolvementfamiliar

retailersconsultantRadicalindirectvariousultimate-39-2023/2/3Vocabulary&Structure:Task3catertodistributionchannelspassedthrough

inturn

scale

middlemanconstituteultimateretailer

endupwith-40-2023/2/3Vocabulary&Structure:Task4endupwithabsorbingmoretalentedpeoplethantheircompetitors

AshoppingmallmainlycaterstorichpeopleMostproductspassthrough

middlemenToconstituteaneffectiveteamsellinbulktowholesalersThankYou!市场营销英语EnglishforSalesandMarketing-42-2023/2/3ReadingABackdropDistributionchannelsAdistributionchannelisavehicleusedbythecompanytosellitsproductsandservicestoitscustomers.Ingeneral,distributionchannelsareeitherdirect,meaningthecompanyinteractswithcustomersdirectly,orindirect,meaningintermediariesperformactivitiesonbehalfofthecompanytoreachcustomers.Whenacompanydevelopsitsmarketingstrategy,itdetermineswhichchannelsitwantstouse.Companiescanchoosetouseasingle-channelormultiple-channelstrategy.

back-43-2023/2/3ReadingATranslation分销渠道类型

商品和服务经常会几经转手之后才最终到达消费者手里，但有时，也会从生产商直接到达消费者手里。因此，商品和服务的分销渠道类型有两种：直接渠道和间接渠道。ReadingATranslation直接渠道这种分销方式是指生产商将商品或服务直接出售给消费者，二者之间没有中间商。生产商通过上门销售人员或自己设立的零售店向消费者直接销售。例如，印度的巴塔公司和利博提鞋业公司都有自己的零售店，将产品直接出售给消费者。许多服务性机构也直接向消费者提供服务。银行、咨询公司、电话公司、客货运输服务公司就是例子，消费者就是通过直接分销渠道享受到服务的。-45-2023/2/3ReadingATranslation分销渠道类型间接渠道如果生产商生产规模很大，可能无法将商品直接销售给消费者，或者这样做成本太高，他们就会通过中间商进行销售。这些中间商可能是批发商和/或零售商。批发商从生产商处购入大量商品，而零售商则从批发商处购货，有时也从生产商处直接购货，之后再出售给消费者。分销过程中有不同中间商参与的形式就是间接分销渠道。以下为两种重要的间接分销渠道：-46-2023/2/3ReadingATranslation分销渠道类型1.生产商→批发商→零售商→消费者这是商品到达最终消费者的常用分销渠道。适合通过批发商分销的商品有粮食、调味料、器皿和尺寸小的商品等。2.生产商→零售商→消费者通过这种分销渠道，生产商将商品出售给一个或多个零售商，零售商再将商品出售给最终消费者。以下情况会采用这种分销渠道：

·商品主要满足当地市场需求，如面包；

·零售商规模大，购货量也大，但以小单位直接地出售给消费者。百货公司和超市就使用这种分销渠道。-47-2023/2/3Listeningtask1ScriptMr.Black:Goodmorning,madam.IamTomBlack,asalesmanwithNGElectric.Mrs.Thomason:GoodMorning.I'mMrs.Thomason.Mr.Black:Mrs.Thomason,Iwonderifyou'dliketotryournewLEDtube.Mrs.Thomason:Well,Idon'treallyneedatube.Mr.Black:OurLEDtubesgivemorelightandconsumelesselectricity.Usingthemwouldreduceyourelectricbillbyabout25%sotheywouldbealotmoreeconomical.Whynottryoneinthekitchenorinthesittingroomwhereyouusemostlight?Mrs.Thomason:OK,I'lltakeonejustbecauseyou'vetakenallthetroubletocall.Mr.Black:Thankyou.Youwon'tregretit,Ipromiseyou.-48-2023/2/3Listeningtask2ScriptMr.Miller:Goodmorning,Ms.Brown.Ms.Brown:Goodmorning,Mr.Miller.WhatcanIdoforyou?Mr.Miller:You'vebeenstockingourproductsforacoupleofmonthsnow.Howarethingsgoing?Ms.Brown:OK,I'dsay.Webought200LEDlightsfromyoulastmonth.Mr.Miller:Yes,howaretheygoing?Haveyousoldthemallyet?Ms.Brown:No,notyet.Therearestill50left.Mr.Miller:Iwaswonderingifwecouldmakeyouafirmdeliveryorder,sayfor300everymonth.Wewouldalsoliketoinviteyoutoadealers'meetingtotalkaboutsalestargets.Ms.Brown:Ican'tmakeanydefinitecommitmenttoyouatpresent.I'venotyetsoldoutwhatIgotfromyoulastmonth,leaveasideincreasingtheorder.However,IdothinktheywillcatchonandI'lltrytopushthem.Mr.Miller:Thankyou,Ms.Brown.-49-2023/2/3Listeningtask3ScriptMr.Miller:Howaretheretailers'salesthismonth?Mary:OurLEDbulbsandtubesaresellingwellinsupermarkets,especiallythedecorativelights.Butthesalesingrocerystoresarenotverygood.Mr.Miller:What'scausingthedifferentresults?Mary:Wellinthesupermarkets,salesmendecoratetheChristmastreeswithourcolorfulLEDlights.Thisattractsalotofshoppers.Mr.Miller:Right,Christmasiscoming.Weexpectahugedemandfordecorativelights.Mary:Yes,andthere'sasalespersononthespotintroducingtheadvantagesofourlightssothecustomerslearnaboutthesavingsthatcanbemade.Mr.Miller:Thenwhythepoorsellingperformanceingrocerystores?Mary:Ithinkweshouldtakesomemeasurestostimulatestorekeeperstopromoteourproducts.Mr.Miller:Yes,Iagreewithyou.-50-2023/2/3Listeningtask4ScriptMr.Miller:Hello,thisisJimMiller.Ms.Hilton:Hello,Mr.Miller.MynameisAnnaHilton.IsawyouradvertisementontheInternetforsalesagents.Mr.Miller:Yes,we'vedevelopedanewproduct—asolarcellphonecharger.It'sabletosolvetheproblemofhavingaflatbatterywhenoutdoors.Ms.Hilton:Andtheadvertisementsaysthatitnotonlychargescellphonebatteries,butitcanalsobeusedtochargedigitalcameras,MP3s,radios,andCDplayers.Mr.Miller:

Yes,itmakesitunnecessarytocarrylotsofdifferentchargersforallyourelectronicdevices!Ms.Hilton:ItsoundsveryconvenientandI'mveryinterestedinbecomingyouragentinNigeria.However,beforegoingintothisventure,Ineedtobesuretheproductiscapableofmeetingourneeds,willworkhereandtherearenoproblems.Couldyousendm