Ex. 30. Put questions to the words in italics.

 

1. When deciding which channel of distribution to use, manufacturers have to ask themselves

a number of questions.

2. Direct selling from the manufacturer will probably be selected if the product is very technical.

3. An aeroplane engine will be sold to aircraft manufacturers by sales people employed by the

manufacturer of the engines.

4. If a product is bought every day, it will need to be sold in many retail outlets.

5. If newspapers are not available, customers will not buy them at all.

6. The shops will be in expensive shopping areas.

7. The perishable products will need to be widely available in many shops so that they can be

sold quickly.

8. The retail outlets that competitors use will need to be considered when selecting the right

channel of distribution.

 

 

Ex. 31. Match the words with their definitions:

 

_____ retailer a) a person or company that produces goods

_____ wholesaler b) a company or individual that sells goods directly to

the consumer.

_____ middleman c) a person or organization who buys goods or services

_____ producer d) a person who buys goods in bulk from manufacturers

for the purpose of resale

_____ customer e) a businessperson who buys from the manufacturer

and sells to retailers or to the public.

 

 

Ex. 32. Multiple choice. In each of the following, select the word or phrase that best

Completes the statement or answers the question.

 

1. When selecting a location for a business, it is important

a) to purchase the property

b) to lease the property

c) to rent or buy the property to obtain a specific site

d) to compare buildings and property for sale or rent

 

2.The factor that is least important to consider when selecting a location for a new furniture

shop is the

a) weather

b) furniture

c) competition

d) historical background of the community

 

3. Which one of the following shops would find the self-service type of layout (планировка)

most convenient?

a) jewelry shop

b) supermarket

c) shoe shop

d) fish market

 

4. When looking for a location for a petrol service station, which one of the following factors is

most important?

a) the age of the people in the community

b) the number of automobiles in the community

c) the average family income

d) the vehicular traffic (движение автотранспорта)through the community

 

 

5. Which one of the following should be located in the rear of a drugstore?

a) prescription department

b) card and ribbons

c) magazines

d) tobacco

 

6. It will be convenient for customers if daily newspapers are sold

a) in big supermarkets only

b) at the food markets only

c) in many retail outlets

d) through the wholesalers

 

7. If the product is marketed as being of high quality and expensive, it will probably only be sold

a) in big supermarkets

b) through a limited number of outlets

c) using face-to-face sale

d) by agents

 

INDIVIDUAL TASK

 

The Role of Place in the Marketing Mix

Distribution: wholesalers, retailers and customers.

Businesses have to decide where to sell their products. They also have to decide how to get the product to the consumer, that is what channel of distribution to use.

Ex. 33. Look at the diagram and then complete the gaps in the text that follows:

producer/provider → goods/services → intermediary/middleman → customer/user

 

Shipping, or shipment, in the marketing or selling sense, means the dispatch of goods from the _______ to the ________, or to an _______. The entire process of moving goods or _______ from the producer or __________ to the customer or _________ is described as the ________ process. It is also known as ________, one of the four Ps.

 

Ex. 34. Rearrange the sentences below to make a complete text about marketing channels.

Marketing Channels

a. If there's only one intermediary, it could be a dealer or retailer for consumer goods, or a sales

agent or broker for industrial goods.

b. In other words, decisions about the location of manufacturing and assembly plants and

warehouses, inventory levels, and transport methods should ideally begin with the needs of

customers.

c. More complex channels add further intermediaries such as transport companies, wholesalers,

and independent distributors.

d. Most producers, however, use a marketing channel involving one or more specialized

intermediaries.

e. Of course, the choice of which physical distribution channels to use should not come at the

end of the marketing process.

f. On the contrary, according to the logic of marketing, companies should begin with

considerations such as the location of target customers, and work back to raw material sources

and manufacturing.

g. Some manufacturers do direct marketing, selling their goods directly to the end-users.

h. These are essentially a short delivery time and a guarantee that products arrive in good

condition.

i. They can reach these consumers with their own door-to-door sales reps; by direct mail

(sending catalogues, leaflets, brochures, order forms, and so on by post); by telephone selling;

or by advertising and receiving orders via the Internet.

j. Yet the demands of retailers and customers clearly also have to be balanced against excessive

inventory costs, as large inventories tie up capital and increase the risk of spoilage.

 

1__ g __ 2_____ 3_____ 4_____ 5 ______ 6 ______ 7 _____ 8 _____ 9 _____ 10 _____

 

 

WORD STUDY EXERCISES

Ex. 35. Find English equivalents to the following words and word combinations:

посредник ____________________________________________

розничный торговец____________________________________

потребительские товары ________________________________

промышленные товары _________________________________

завод-изготовитель _____________________________________

склад _________________________________________________

методы транспортировки ________________________________

оптовый торговец ______________________________________

каналы сбыта __________________________________________

срок поставки __________________________________________

получать заказы ________________________________________

 

 

Ex. 36. Complete the following collocations:

 

more ________________________ channels

location of ____________________ customers

sell goods _____________________ to the end-users

a short ________________________time

their own ______________________sales reps

receiving orders _________________ the Internet

excessive ______________________ costs

______________________________ capital

increase the risk of ____________________

Ex. 37. Add appropriate words from the text to the sentences:

 

1. We do ___________________ marketing, by mail and telephone.

2. Last year we mailed our 160-page _______________ to over 10 million homes.

3. Obviously most _________________ goods are sold through retailers.

4. Producers of ________________goods often have a large network of sales agents.

5. It's logical to store finished products close to your _________________ customers.

6. This is a key element in choosing the ___________________ of a warehouse.

7. Both retailers and customers generally demand a short _____________________ time.

8. The trouble with having a large ____________________ is that it immobilizes a lot of money.