Unit4

Channel市場營銷英語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

生產商直接將商品出售給消費者一直是最有效的方式，則無需分銷渠道。然而，中間商卻可以為生產商和消費者都帶來好處：如效率提高、產品種類多樣、交易程序化、消費者更容易找到商品、生產商更容易找到消費者。-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!市場營銷英語EnglishforSalesandMarketing-42-2023/2/3ReadingABackdropDistributionchannelsAdistributionchannelisavehicleusedbythecompanytosellitsproductsandservicestoitscustomers.Ingeneral,distributionchannelsareeitherdirect,meaningthecompanyinteractswithcustomersdirectly,orindirect,meaningintermediariesperformactivitiesonbehalfofthecompanytoreachcustomers.Whenacompanydevelopsitsmarketingstrategy,itdetermineswhichchannelsitwantstouse.Companiescanchoosetouseasingle-channelormultiple-channelstrategy.

back-43-2023/2/3ReadingATranslation分銷渠道類型

商品和服務經常會幾經轉手之后才最終到達消費者手里，但有時，也會從生產商直接到達消費者手里。因此，商品和服務的分銷渠道類型有兩種：直接渠道和間接渠道。ReadingATranslation直接渠道這種分銷方式是指生產商將商品或服務直接出售給消費者，二者之間沒有中間商。生產商通過上門銷售人員或自己設立的零售店向消費者直接銷售。例如，印度的巴塔公司和利博提鞋業公司都有自己的零售店，將產品直接出售給消費者。許多服務性機構也直接向消費者提供服務。銀行、咨詢公司、電話公司、客貨運輸服務公司就是例子，消費者就是通過直接分銷渠道享受到服務的。-45-2023/2/3ReadingATranslation分銷渠道類型間接渠道如果生產商生產規模很大，可能無法將商品直接銷售給消費者，或者這樣做成本太高，他們就會通過中間商進行銷售。這些中間商可能是批發商和/或零售商。批發商從生產商處購入大量商品，而零售商則從批發商處購貨，有時也從生產商處直接購貨，之后再出售給消費者。分銷過程中有不同中間商參與的形式就是間接分銷渠道。以下為兩種重要的間接分銷渠道：-46-2023/2/3ReadingATranslation分銷渠道類型1.生產商→批發商→零售商→消費者這是商品到達最終消費者的常用分銷渠道。適合通過批發商分銷的商品有糧食、調味料、器皿和尺寸小的商品等。2.生產商→零售商→消費者通過這種分銷渠道，生產商將商品出售給一個或多個零售商，零售商再將商品出售給最終消費者。以下情況會采用這種分銷渠道：

·商品主要滿足當地市場需求，如面包；

·零售商規模大，購貨量也大，但以小單位直接地出售給消費者。百貨公司和超市就使用這種分銷渠道。-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