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1、Unit 4 Channel,市场营销英语English for Sales and Marketing,-2-,2023/9/9,Contents,Warming-up,Reading A,Listening,Reading B,Writing,Project,Vocabulary and Structure,Speaking,-3-,2023/9/9,Warming-up Activity,-4-,2023/9/9,Warming-up:Task 1,1.R2.W3.W4.R5.W6.R,-5-,2023/9/9,Warming-up:Task 2,D,C,B,A,B,A,D,C,-6-,
2、2023/9/9,Reading Activity A,For background information,click HERE.,Reading A,Types of Distribution ChannelsGoods and services often pass through several hands before they end up with the consumer.However,sometimes they are able to pass directly from the producer to the consumer.Therefore,there are t
3、wo ways to distribute goods and services:by a direct channel and by an indirect channel.,-7-,2023/9/9,声音,翻译,Reading A,Direct channel Distributing products this way means that producers sell their goods and services directly to the consumers.There are no middlemen between the producers and consumers.
4、The producers sell directly to their customers through door-to-door salesmen or through their own retail stores.For example,Bata India Ltd.and Liberty Shoes Ltd.have their own retail shops from where they can sell their products to their customers.Many service organizations also provide their servic
5、es directly to their customers.Banks,consultancy firms,telephone companies,passenger and freight transport services are examples of where consumers receive services by a direct distribution channel.,-8-,2023/9/9,翻译,声音,Reading A,Indirect channel If the producer is producing goods on a large scale,it
6、may not be possible or cost-effective for him to sell goods directly to consumers.He sells his products through middlemen.These middlemen may be wholesalers and/or retailers.A wholesaler buys goods in large quantities from producers;whereas a retailer buys goods from wholesalers and sometimes direct
7、ly from producers and sells to consumers.The involvement of various middlemen in the process of distribution constitutes an indirect distribution channel.Here are two important indirect distribution channels:,-9-,2023/9/9,翻译,声音,1.Producer Wholesaler Retailer Consumer This is a common channel for the
8、 distribution of goods to the ultimate consumers.Selling goods through a wholesaler may be suitable in cases such as food grains,spices,utensils and items which are small in size.2.Producer Retailer Consumer Using this channel,producers sell to one or more retailers who,in turn,sell to the ultimate
9、consumers.This channel is used under the following conditions:When the goods cater to a local market,for example,bread;When the retailers are big and buy in bulk but sell in small units,directly to the consumers.Department stores and supermarkets are examples of businesses that use this channel.,Rea
10、ding A,-10-,2023/9/9,翻译,声音,-11-,2023/9/9,Reading A:Task 1,The products are distributed to the wholesaler who in turn distributes them to a retailer.The final customer buys products from the retailer.,The products are distributed to a retailer.The final customer buys products from the retailer.,The f
11、inal customer buys products from the producer.There are no middlemen.,-12-,2023/9/9,Reading A:Task 2,-13-,2023/9/9,Reading A:Task 3,T,F,F,T,F,-14-,2023/9/9,Reading A:Task 4,(Open answer),-15-,2023/9/9,Listening Activities,-16-,2023/9/9,Listening task 1,He is a salesman.,Their new LED tube.,25%.,In t
12、he kitchen or in the sitting room.,Because she thinks Mr.Black has taken all the trouble to call.,-17-,2023/9/9,Listening task 2,F,T,F,F,T,-18-,2023/9/9,Listening task 3,1.the Christmas trees 2.their colorful LED lights3.the advantages of the lights4.measures5.promote,-19-,2023/9/9,Listening task 4,
13、1.B 2.A3.C 4.A5.C,-20-,2023/9/9,Listening task 5,1.convenient 2.charger 3.savings 4.global 5.expand,-21-,2023/9/9,Speaking Activities,-22-,2023/9/9,Speaking task 1,Sample A:Whats your opinion about the pricing strategy for our new furniture?B:Well,I think its not appropriate.I feel that a penetratio
14、n pricing strategy will build market share quickly.A:I agree with you.,-23-,2023/9/9,Speaking task 2,Sample A:Good morning,Mr.Smith.Im Tony Black.B:Nice to meet you,Mr.Black.Im so pleased you could come.A:AEM is one of the most famous companies in kitchen utensil industry.So I wish to be a wholesale
15、r of your company.B:Thank you.Im happy youd like to be our wholesaler.A:Then what requirements should I meet?B:There is a minimum purchase of 1,000 pieces,and our wholesalers are required to promote our products.A:I promise to do that.B:Thats great.Now lets talk about it in details.,-24-,2023/9/9,Sp
16、eaking task 3,Sample A:Good morning,Mary,B:Good morning,Mr.Smith.A:How about the sales of our new product in supermarket?B:The performance is very good.A:Why?B:Because the salesmen in supermarkets will introduce the product to customers.A:Oh,thats good.I think we should suggest the salesmen in groce
17、ries do the same.B:I agree with you.,-25-,2023/9/9,Speaking task 4,Sample A:You did a good job on this survey.B:Thank you.A:Where is our companys profile?B:Im sorry.I dont know itll be needed.A:The companys profile is very important.Add it right now.B:Yes,sir.,-26-,2023/9/9,Reading Activity B,Readin
18、g B,Selling,Beijings WayNever seen an Amway store?There are 200 in China.In Chinese cities like Shanghai and Beijing,there are little stores selling products by Amway,Mary Kay,and other companies that normally rely on an army of foot soldiers to peddle their products in direct sales.For seven years,
19、the Chinese government banned these direct-sales companies from using chains of individuals to sell cosmetics,household cleaners,and other goods from their homes.So,to avoid missing out on the growing Chinese market,the companies radically shifted their business models.For the first time,they opened
20、 up stores,absorbing the higher costs,and according to some reports taking huge losses.,-27-,2023/9/9,翻译,Reading B,“I am always running into friends who have been to China and they say,We saw your store,”says Truman Hunt,CEO of Nu Skin.Despite running about 160 stores in China,he says the Utah cosme
21、tics and nutrition company lost money there.“It has been a very long-term project,”says Hunt(who is also head of the World Federation of Direct Selling Associations)about the waiting game that Nu Skin and others have played.Now the wait is over.Direct-sales companies are now able to implement some o
22、f the methods they use in other countries,including traditional door-to-door sales.In network marketing,as is also known to direct sales,independent contractors sell a companys goods in person and on commission.Typically,they can also earn more by signing up other salespeople.,-28-,2023/9/9,翻译,Readi
23、ng B,Still,the Chinese government keeps a short leash on direct sellers,and the companies are not able to get rid of stand-alone stores.China continues to shut out foreign sellers.Thats a blow to high-powered sales reps like Pat and Jack.The couple wont disclose their Nu Skin income,but in 1993 they
24、 hit the“blue-diamond”level for those with over$1 million in sales.Direct-sales companies say,however,that their efforts in China are not a waste.Hunt calls Nu Skins stores“an investment in our future”,a way of familiarizing Chinese consumers with the companys products.,-29-,2023/9/9,翻译,-30-,2023/9/
25、9,Reading B:Task 1,Because they dont want to miss out on the growing Chinese market.,Direct-sales companies are now able to implement some of the methods they use in other countries,including traditional door-to-door sales.,They sell a companys goods in person and on commission.Typically,they can al
26、so earn more by signing up other salespeople.,-31-,2023/9/9,Reading B:Task 2,1.f2.d3.b4.a5.i6.j7.e8.g9.c 10.h,-32-,2023/9/9,Reading B:Task 3,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-,2023/9/9,Writing,Dear Sir or Madam,Im interested in appl
27、ying for the position of a senior retail sales representative advertisedin New Orleans Times on April 1,2012.As my enclosed rsum indicates,I have three years experience in retail sales.As a salesrepresentative in Retail Chain Salesman Ltd.,I was responsible for the product awareness,customer satisfa
28、ction and driving the sales.If you contact the references listed in the rsum,I believe that you will find that I haveexcellent interpersonal communication,negotiation and presentation skills.Thank you in advance for your generous consideration.If you wish to contact me,pleasecall me at my mobile:159
29、4687xxxx.I would be happy to make myself available for apersonal interview at your convenience.Yours sincerely,Frank Horton,-34-,2023/9/9,Project,Project Guidelines,This project aims to help students get familiar with different channels of distribution.The whole task is divided into two steps.Step O
30、ne concerns the flow of products from producers to ultimate consumers.Step Two focuses on different types of distribution channels.,Please follow the Task Description to complete the project.,-35-,2023/9/9,Project,Task Description,Step One Divide your class into several small groups of 4-6 students;
31、Decide on three different kinds of products youd like to discuss;Describe their flow from producers to ultimate consumers.Step Two Analyze the information obtained in Step One and identify different types ofdistribution channels;Discuss and give other examples of each distribution channel.Project,-3
32、6-,2023/9/9,Vocabulary and Structure,-37-,2023/9/9,Vocabulary&Structure:Task 1,scale,freight,3.involvement,disclose,ultimate,6.consultancy,familiarize,constitute,ban,nutrition,-38-,2023/9/9,Vocabulary&Structure:Task 2,effective,producers,involvement,familiar,retailers,consultant,Radical,indirect,var
33、ious,ultimate,-39-,2023/9/9,Vocabulary&Structure:Task 3,cater to,distribution channels,passed through,in turn,scale,middleman,constitute,ultimate,retailer,end up with,-40-,2023/9/9,Vocabulary&Structure:Task 4,end up with absorbing more talented people than their competitors,A shopping mall mainly ca
34、ters to rich people,Most products pass through middlemen,To constitute an effective team,sell in bulk to wholesalers,Thank You!,市场营销英语English for Sales and Marketing,-42-,2023/9/9,Reading A Backdrop,Distribution channelsA distribution channel is a vehicle used by the company to sell its products and
35、 services to its customers.In general,distribution channels are either direct,meaning the company interacts with customers directly,or indirect,meaning intermediaries perform activities on behalf of the company to reach customers.When a company develops its marketing strategy,it determines which cha
36、nnels it wants to use.Companies can choose to use a single-channel or multiple-channel strategy.,back,-43-,2023/9/9,Reading A Translation,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。,Reading A Translation,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
37、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-,2023/9/9,Reading A Translation,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
38、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-,2023/9/9,Reading A Translation,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-,2023/9/9,Listening task 1 Scr
39、ipt,Mr.Black:Good morning,madam.I am Tom Black,a salesman with NG Electric.Mrs.Thomason:Good Morning.Im Mrs.Thomason.Mr.Black:Mrs.Thomason,I wonder if youd like to try our new LED tube.Mrs.Thomason:Well,I dont really need a tube.Mr.Black:Our LED tubes give more light and consume less electricity.Usi
40、ng them would reduce your electric bill by about 25%so they would be a lot more economical.Why not try one in the kitchen or in the sitting room where you use most light?Mrs.Thomason:OK,Ill take one just because youve taken all the trouble to call.Mr.Black:Thank you.You wont regret it,I promise you.
41、,-48-,2023/9/9,Listening task 2 Script,Mr.Miller:Good morning,Ms.Brown.Ms.Brown:Good morning,Mr.Miller.What can I do for you?Mr.Miller:Youve been stocking our products for a couple of months now.How are things going?Ms.Brown:OK,Id say.We bought 200 LED lights from you last month.Mr.Miller:Yes,how ar
42、e they going?Have you sold them all yet?Ms.Brown:No,not yet.There are still 50 left.Mr.Miller:I was wondering if we could make you a firm delivery order,say for 300 every month.We would also like to invite you to a dealers meeting to talk about sales targets.Ms.Brown:I cant make any definite commitm
43、ent to you at present.Ive not yet sold out what I got from you last month,leave aside increasing the order.However,I do think they will catch on and Ill try to push them.Mr.Miller:Thank you,Ms.Brown.,-49-,2023/9/9,Listening task 3 Script,Mr.Miller:How are the retailers sales this month?Mary:Our LED
44、bulbs and tubes are selling well in supermarkets,especially the decorative lights.But the sales in grocery stores are not very good.Mr.Miller:Whats causing the different results?Mary:Well in the supermarkets,salesmen decorate the Christmas trees with our colorful LED lights.This attracts a lot of sh
45、oppers.Mr.Miller:Right,Christmas is coming.We expect a huge demand for decorative lights.Mary:Yes,and theres a salesperson on the spot introducing the advantages of our lights so the customers learn about the savings that can be made.Mr.Miller:Then why the poor selling performance in grocery stores?
46、Mary:I think we should take some measures to stimulate storekeepers to promote our products.Mr.Miller:Yes,I agree with you.,-50-,2023/9/9,Listening task 4 Script,Mr.Miller:Hello,this is Jim Miller.Ms.Hilton:Hello,Mr.Miller.My name is Anna Hilton.I saw your advertisement on the Internet for sales age
47、nts.Mr.Miller:Yes,weve developed a new producta solar cell phone charger.Its able to solve the problem of having a flat battery when outdoors.Ms.Hilton:And the advertisement says that it not only charges cell phone batteries,but it can also be used to charge digital cameras,MP3s,radios,and CD player
48、s.Mr.Miller:Yes,it makes it unnecessary to carry lots of different chargers for all your electronic devices!Ms.Hilton:It sounds very convenient and Im very interested in becoming your agent in Nigeria.However,before going into this venture,I need to be sure the product is capable of meeting our need
49、s,will work here and there are no problems.Could you send me a sample?Mr.Miller:No problem.,-51-,2023/9/9,Listening task 5 Script,Mr.Miller:Nancy,have you ever bought anything online?It seems many people are pretty keen on Internet shopping these days.Nancy:Yes.Its convenient and easy to use.Ive bou
50、ght many things on Amazon,eBay and other secure sites.Mr.Miller:What have you bought?Nancy:DVDs,software,computer components,books,clothes,tickets.Mr.Miller:Would you buy a solar cell phone charger online?Nancy:Yes,I would if I needed one.A solar cell phone charger?Our new product?Mr.Miller:Yes,Im t
