新職業(yè)英語(yǔ)市場(chǎng)營(yíng)銷(xiāo)英語(yǔ)Unitchannel

Unit4

Channel市場(chǎng)營(yíng)銷(xiāo)英語(yǔ)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聲音翻譯ReadingADirectchannel

Distributingproductsthiswaymeansthatproducersselltheirgoodsandservicesdirectlytotheconsumers.Therearenomiddlemenbetweentheproducersandconsumers.Theproducersselldirectlytotheircustomersthroughdoor-to-doorsalesmenorthroughtheirownretailstores.Forexample,BataIndiaLtd.andLibertyShoesLtd.havetheirownretailshopsfromwheretheycanselltheirproductstotheircustomers.Manyserviceorganizationsalsoprovidetheirservicesdirectlytotheircustomers.Banks,consultancyfirms,telephonecompanies,passengerandfreighttransportservicesareexamplesofwhereconsumersreceiveservicesbyadirectdistributionchannel.-8-2023/2/3翻譯聲音ReadingAIndirectchannelIftheproducerisproducinggoodsonalargescale,itmaynotbepossibleorcost-effectiveforhimtosellgoodsdirectlytoconsumers.Hesellshisproductsthroughmiddlemen.Thesemiddlemenmaybewholesalersand/orretailers.Awholesalerbuysgoodsinlargequantitiesfromproducers;whereasaretailerbuysgoodsfromwholesalersandsometimesdirectlyfromproducersandsellstoconsumers.Theinvolvementofvariousmiddlemenintheprocessofdistributionconstitutesanindirectdistributionchannel.Herearetwoimportantindirectdistributionchannels:-9-2023/2/3翻譯聲音1.ProducerWholesalerRetailerConsumerThisisacommonchannelforthedistributionofgoodstotheultimateconsumers.Sellinggoodsthroughawholesalermaybesuitableincasessuchasfoodgrains,spices,utensilsanditemswhicharesmallinsize.2.ProducerRetailerConsumerUsingthischannel,producersselltooneormoreretailerswho,inturn,selltotheultimateconsumers.Thischannelisusedunderthefollowingconditions:?Whenthegoodscatertoalocalmarket,forexample,bread;?Whentheretailersarebigandbuyinbulkbutsellinsmallunits,directlytotheconsumers.Departmentstoresandsupermarketsareexamplesofbusinessesthatusethischannel.ReadingA-10-2023/2/3翻譯聲音-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翻譯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翻譯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翻譯-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

生產(chǎn)商直接將商品出售給消費(fèi)者一直是最有效的方式，則無(wú)需分銷(xiāo)渠道。然而，中間商卻可以為生產(chǎn)商和消費(fèi)者都帶來(lái)好處：如效率提高、產(chǎn)品種類(lèi)多樣、交易程序化、消費(fèi)者更容易找到商品、生產(chǎn)商更容易找到消費(fèi)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!市場(chǎng)營(yíng)銷(xiāo)英語(yǔ)EnglishforSalesandMarketing-42-2023/2/3ReadingABackdropDistributionchannelsAdistributionchannelisavehicleusedbythecompanytosellitsproductsandservicestoitscustomers.Ingeneral,distributionchannelsareeitherdirect,meaningthecompanyinteractswithcustomersdirectly,orindirect,meaningintermediariesperformactivitiesonbehalfofthecompanytoreachcustomers.Whenacompanydevelopsitsmarketingstrategy,itdetermineswhichchannelsitwantstouse.Companiescanchoosetouseasingle-channelormultiple-channelstrategy.

back-43-2023/2/3ReadingATranslation分銷(xiāo)渠道類(lèi)型

商品和服務(wù)經(jīng)常會(huì)幾經(jīng)轉(zhuǎn)手之后才最終到達(dá)消費(fèi)者手里，但有時(shí)，也會(huì)從生產(chǎn)商直接到達(dá)消費(fèi)者手里。因此，商品和服務(wù)的分銷(xiāo)渠道類(lèi)型有兩種：直接渠道和間接渠道。ReadingATranslation直接渠道這種分銷(xiāo)方式是指生產(chǎn)商將商品或服務(wù)直接出售給消費(fèi)者，二者之間沒(méi)有中間商。生產(chǎn)商通過(guò)上門(mén)銷(xiāo)售人員或自己設(shè)立的零售店向消費(fèi)者直接銷(xiāo)售。例如，印度的巴塔公司和利博提鞋業(yè)公司都有自己的零售店，將產(chǎn)品直接出售給消費(fèi)者。許多服務(wù)性機(jī)構(gòu)也直接向消費(fèi)者提供服務(wù)。銀行、咨詢(xún)公司、電話(huà)公司、客貨運(yùn)輸服務(wù)公司就是例子，消費(fèi)者就是通過(guò)直接分銷(xiāo)渠道享受到服務(wù)的。-45-2023/2/3ReadingATranslation分銷(xiāo)渠道類(lèi)型間接渠道如果生產(chǎn)商生產(chǎn)規(guī)模很大，可能無(wú)法將商品直接銷(xiāo)售給消費(fèi)者，或者這樣做成本太高，他們就會(huì)通過(guò)中間商進(jìn)行銷(xiāo)售。這些中間商可能是批發(fā)商和/或零售商。批發(fā)商從生產(chǎn)商處購(gòu)入大量商品，而零售商則從批發(fā)商處購(gòu)貨，有時(shí)也從生產(chǎn)商處直接購(gòu)貨，之后再出售給消費(fèi)者。分銷(xiāo)過(guò)程中有不同中間商參與的形式就是間接分銷(xiāo)渠道。以下為兩種重要的間接分銷(xiāo)渠道：-46-2023/2/3ReadingATranslation分銷(xiāo)渠道類(lèi)型1.生產(chǎn)商→批發(fā)商→零售商→消費(fèi)者這是商品到達(dá)最終消費(fèi)者的常用分銷(xiāo)渠道。適合通過(guò)批發(fā)商分銷(xiāo)的商品有糧食、調(diào)味料、器皿和尺寸小的商品等。2.生產(chǎn)商→零售商→消費(fèi)者通過(guò)這種分銷(xiāo)渠道，生產(chǎn)商將商品出售給一個(gè)或多個(gè)零售商，零售商再將商品出售給最終消費(fèi)者。以下情況會(huì)采用這種分銷(xiāo)渠道：

·商品主要滿(mǎn)足當(dāng)?shù)厥袌?chǎng)需求，如面包；

·零售商規(guī)模大，購(gòu)貨量也大，但以小單位直接地出售給消費(fèi)者。百貨公司和超市就使用這種分銷(xiāo)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