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Ex.1. Transform the sentences of real condition into the sentences of




Unreal condition.

Model: If we promote this right, we will (we'll) get more sales.

a) If we promoted this right, we would get more sales.

b) If we had promoted this right, we would have got more

sales.

1. If we are careful we will leave behind our competitors.

2. If we phone R&D, we will get the necessary information.

3. If we change the ingredients, we will be ready for the price rise.

4. If the price of jam goes up, the increase will be passed on the consumer.

5. If they work hard, they won't lose any customers.

6. If we schedule the product development in time we will be ready for the

change of the demand.

7. If we don't lose the chance, the competitors’ products will stay on the

super-market shelves.

Ex.2. Make transformations according to the model:

Model: Consumers wish prices went down. - Consumers hope that

prices will go down.

I wish I could work harder. - I hope I can work harder.

1. The head of the department wishes that competition lessened.

2. The Market Research Department wishes the test results were ready

soon.

3. The Manager wishes that sales improved.

4. We wish all the departments could fulfill their tasks.

 

LESSON 11

WHOLESALING

Text

Wholesaling is a part of the marketing system. It provides channels of

distribution which help to bring goods to the market. Generally, indirect

channels are used to market manufactured consumer goods. It can be from

the manufacturer to the wholesaler, from the retailer to the consumer or

through more complicated channels. A direct channel moves goods from the

manufacturer or producer to the consumer.


Wholesaling is often a field of small business, but there is a growing

chain movement in most countries. About a quarter of wholesaling units

account for one-third of total sales.

Two-third of the wholesaling middlemen are merchant wholesalers

who take title to the goods they deal in. There are also agent middlemen who

negotiate purchases, or sales, or both. They don't take title to the goods they

deal in. Sometimes they take possession though. These agents don't earn

salaries. They receive commissions. This is a percentage of the value of the

goods they sell.

Wholesalers simplify the process of distribution. For example, the

average supermarket stocks 5,000 items in groceries alone, a retail druggist

can have more than 6,000 items. As a wholesaler handles a large range of

items from numerous manufacturers he reduces the problem of both

manufacturer and retailer. The store-keeper does not have to deal directly

with thousands of different people. He usually has a well-stocked store and

deals with only a few wholesalers.

 

Active Vocabulary


wholesaling

to provide channels

indirect channels

 

complicated channels

retailer

chain movement

wholesale unit

total sales

middleman

merchant wholesaler

wholesaling middleman

to take title to the goods

agent middleman

 

to negotiate

to earn salary

to receive commissions

 

to handle

range


оптовая торговля

обеспечивать системой (сбыта)

непрямая, опосредованная система (сбыта)

сложная система (сбыта)

розничный торговец

тенденция к образованию торговых сетей

зд. контора по оптовой торговле

общий объем продаж

посредник, комиссионер

оптовый скупщик

оптовый посредник (скупщик)

приобретать товар как собственность

посредник между производителем и

покупателем

вести переговоры

зарабатывать жалование

получать комиссионные (процент от

продажи)

управлять, торговать (амер.)

ассортимент


 



Comprehension Questions

1. What is the aim of the wholesaling?

2. How can you describe a direct channel of distribution?

3. What is an indirect channel of distribution?

4. What channel of distribution is preferable?

5. Is there any difference between a merchant wholesaler and an agent

middleman? What is this difference?

6. How does a wholesaler simplify the process of distribution?

7. What would a retailer have to do without wholesalers?

 

Vocabulary Practice

Ex.1. Choose the necessary word and put it in the sentence:


1. They use both direct and indirect... of distribution.

2. Agent middlemen do not... to the goods they deal in.

3. Usually wholesaling... stands between the producer

and the retailer.

4. A supermarket may... thousands of items.

5. Usually a wholesaler handles a large... of items of

numerous manufacturers.

6. Agent middlemen don't earn salaries, they...

commissions.

7. A wholesaler doesn't deal with the customers,... does.

8.... simplify the problems of manufacturers.

 

 

Dialogue


a. wholesalers

b. take title

c. retailer

d. stock

e. channels

f. range

g. to receive

h. middleman


John is explaining his new job to his wife, Susan. He is a sales trainee

for a company.

John: It's a great job, you know. The salesmen are paid salaries instead of

being on commission.

Susan: Why do you find it great? You can earn less money.

John: Well, it's a regular weekly salary. And besides we get reimbursed for

everything: lunches and dinners, the car, gasoline, tolls, even the

football tickets.

Susan: That's really great.

John: And I'm going to get a rise in three months.

 



Susan: And what are you going to sell?

John: Foam rubber.

Susan: What is it used for?

John: It is used to make couches and beds, generally ideal with furniture

manufacturers.

Susan: So you will travel much, won't you?

John: No. Delivery is a part of our wholesaling operation. Foam is sold and

delivered by the truckloads. It is rather bulky and it is expensive to

have it shipped a big distance. We are going to deal with buyers who

are in this region.

Susan: That's fine. I don't want you to travel too much. By the way I want to

know more about sales procedure.

John: At first I go to see a buyer. We discuss what he needs. After that I

send him a written quote. If our prices suit him, he'll call us and send

an order.

Susan: Do you take orders over the phone?

John: Yes. The buyers are always in a hurry and a letter would take too

much time to come. If it's a verbal agreement we call it gentlemen's

agreement.

Susan: And what happens after the verbal agreement?

John: We receive a written purchase order. It is called p.o. - and it has a

number that we use for all future correspondence on that order. The

office then retypes the order form and the p.o. and order form are

stapled together and filed.

Susan: It sounds organised. Whom do you usually deal with in a company?

John: Well, I'll deal with purchasing agents. But I could deal with any

administrator from the president on down, in some cases.

Susan: Good. Soon you'll get your rise.

John: Yes. Selling is usually a stepping stone to higher positions in

management.

Susan: Don't worry, dear. If it doesn't work out, we still have my job.

 

Active Vocabulary


sales trainee

to be on commission

to reimburse

to get a raise

toll


продавец-стажер

получать комиссионные

возмещать, восполнять

получить повышение

плата за проезд по ж/д, платному мосту, шоссе



 

foam-rubber

quote

delivery

gentlemen's agreement

verbal agreement

purchase order (p.o.)

to deliver

to staple

to file

stepping stone


поролон

назначение цены

доставка, поставка

джентльменское соглашение

устное соглашение

заказ на покупку

доставлять

зд. проверять

подшивать, хранить

средство для достижения цели

 

 

Vocabulary Practice


Ex.1. Change the sentences according to the model:

Model: When did they want to reimburse for our expenses? (I

don't remember). - I don't remember when they wanted to

reimburse for our expenses.

1. How will you get a raise? (They don't care)

2. When did they send you the purchase order? (I don't know)

3. Who are the purchasing agents? (I can't recall)

4. Why didn't they get verbal agreement? (I'll try to find out)

5. Did they staple and file the p.o.? (I don't know)

6. How large is the sales region? (They don't care)

7. How much is the toll? (It doesn't matter)

8. When will she get commission? (She doesn't know)

Ex.2. Make up the conditional sentences:

Model: consult the middleman, he, be smart - If he were smart, he

would consult the middleman.

1) be a wholesaling middleman, he, be interested

2) work for themselves, men, independent

3) earn a good salary, he, happy

4) use direct channels, business, successful

5) have the secretary do it, she, there

6) handle it well, he, fail

7) order it next month, I, rich

 



Ex.3. Answer the questions;

1. Would you like to be on commission?

2. What expenses do you get reimbursed for at your job?

3. What factors do you need to get a rise?

4. Why isn't a verbal agreement always sufficient?

5. What would you prefer to be: a wholesaler or a retailer?

6. What is a stepping stone to higher positions in your business?

Ex.4. Translate into English:

1. Оптовая торговля - важный элемент рыночной системы.

2. Товары идут от оптового посредника к потребителю через

розничного торговца.

3. Непрямая система сбыта более предпочтительна.

4. Оптовые скупщики приобретают товар.

5. Посредник получает проценты от продажи.

6. Посредник обычно ведет переговоры по поводу купли или

продажи.

7. В этом магазине хороший ассортимент товаров.

8. Менеджер по маркетингу скоро получит повышение.

9. Мы вынуждены дорого платить за доставку.

10. Наша фирма возмещает нам расходы на обеды и проезд.

11. Это было джентльменское соглашение.

 

LESSON 12

RETAILING

Text

Retailing is selling goods and services to the ultimate consumer. Thus,

retailers are the most expensive link in the chain of distribution. Being

middlemen, they make their profit by charging the customer 25 to 100 per

cent more than the price they paid for the item.

The retailers operate through stores, mail-order houses, vending

machine operators. There are different types of retail stores: department

stores, discount houses, cooperatives, single line retailers. The major part

(over 95 per cent) of retail establishments concentrate on a single line of

merchandise, for example, food, hardware, etc. But nowadays there is a

trend for many single line stores to take on a greater variety of supplies.

 


The retailer performs many necessary functions. First, he provides a

convenient location. Second, he often guarantees and services the

merchandise he sells. Third, the retailer helps to promote the product through

displays, advertising or sales personnel. Fourth, the retailer can finance the

customer by extending credit. Also the retailer stores the goods in his outlet

making them available to consumers.

 

Active Vocabulary


retailing

ultimate consumer

link

mail-order house

vending machine

 

discount house

 

retail establishment

single line retailer

 

to perform functions

display

to extend credit

outlet

discount

 

 

1. What is retailing?


розничная продажа

конечный потребитель

звено, связь

компания, торгующая по каталогам

торговый автомат (продающий газеты,

сигареты и т.п.)

магазин с относительно низкими ценами на

товары, дискаунтер

предприятие розничной торговли

розничный торговец, продающий товар одной

линейки

выполнять функции

выставленный (в магазине) товар

предоставлять кредит

торговая точка, магазин

скидка, дисконт

 

Comprehension Questions


2. What are four different types of retail stores?

3. Which are types of retailing do not include the use of a store?

4. In what way does a retailer serve a customer?

5. In what way does a retailer serve a manufacturer?

6. Which per cent of the price of the good sold goes to the retailer?

7. What is the trend with a single line retailer now?

 

Vocabulary Practice

Ex.1. Put the necessary word in the sentence:


1.... is one of the functions a retailer may perform.


a. mail-order



2. You can buy newspapers, cigarettes, chocolates, chips

from a....

3.... is the most expensive link in the chain between a

producer and a consumer.

4. The firm... high quality of the product.

5. She doesn't like to go shopping, she prefers to do it by

... /

6. The department store is having a sale and there is a 20

per cent... on all dresses.

7. Wholesaler is an important... between a producer and

a consumer.

 

Dialogue


b. discount

c. vending

machine

d. guarantees

e. retailer

f. extending

credit

g. link


Jean has just moved into a new house. Her neighbour, Liz, has come

over to welcome her.

Jean: I am very glad to see you here.

Liz: How do you like the new place?

Jean: It's marvelous. I am sure we are going to love living here.

Liz: Well, have a look, here it's a shopping guide for the neighbourhood and

a booklet of discount coupons. New neighbours always receive them.

There is one coupon for every store in the shopping guide.

Jean: Oh, thank you. It's come in time. I have a lot of shopping to do.

Liz: I can imagine, having just moved in. Not far from here there's a very

good shopping center. You can also find a huge supermarket, a

drugstore, some department stores in the neighbourhood.

Jean: Great. Are there any small stores nearby?

Liz: Oh, yes. The map is right here in the shopping guide. There is a little

drugstore a few blocks away, a little grocery store next to it, a little

boutique, an ice cream parlor, a pizza place. You can find a plant store

not far from here too.

Jean: Are there any good discount houses nearby? We terribly need a new

toaster! Everybody in my family likes toasts for breakfasts very much.

I'd like to buy it.

Liz: Oh, sure. There is a good discount store in the shopping center. If you

like, I'll come with you.

Jean: Oh, you needn't. I don't want to trouble you.

Liz: No trouble at all. I'd like to do some shopping too. If we go to the

 



discount center I can go to that little cheese shop.

Jean: I don't want to bother you.

Liz: It's no bother at all. Make out your shopping list and I'll be your guide.

By the way, you can use your discount coupon for the toaster. I am

sure you'll buy a good one.

Jean: Well, it'll take some time to make a shopping list. I'll have to buy a lot

at the grocer's.

Liz: This is a good idea. I should have gone shopping yesterday, so I'll make

up my list too.

Jean: By the way, I like your dress very much. It's a perfect fit. Where did

you buy it, if you don't mind my asking?

Liz: Thank you for compliment. I got it at a very nice little boutique. It's a

bit expensive, but there are many interesting and original things. If you

are interested we can stop there.

Jean: I'm afraid I can't. I have to cook dinner …

Liz: Oh, don't trouble yourself with the dinner. Look over the coupons I’ve

given you. You can go out to dinner at a discount store.

 

Active Vocabulary


shopping guide

discount coupon

shopping center

ice cream parlor

plant store

a perfect fit


справочник магазинов

купон на скидку

торговый центр

мороженица

цветочный магазин

прекрасно сидит (точно по размеру)

 

Vocabulary Practice


Ex.1. Change the sentences according to the model:

Model: My wife usually asks the children to do shopping. - My wife

usually makes children do shopping.

1. He'll ask single line retailers to take part in the promotional campaign.

2. The chief usually asks his immediate subordinates to perform different

functions.

3. It's necessary to ask him to recognize his wholesaling units.

4. It's important to influence ultimate consumer to buy this product.

5. Ask him to buy all these things in the discount house.

 



Ex.2. Make responses to the sentences according to the model:

Model: I want to ask your brother to do shopping today. - Let me do

shopping today myself.

1. I want my secretary to prepare the financial statement.

2. The board of directors wants the officers to plan product development.

3. He wants to speak with my friend about their possible partnership.

4. I want a lawyer to clarify this matter.

5. The executive wants this manager to start market research.

Ex.3. Answer the questions:

1. What kinds of shops in this country do you know?

2. What shops are situated not far from your house?

3. What goods can be bought there?

4. What specific features do channels of distribution have in this country?

5. What reforms, if any, does this country need to reorganise the channels

of distribution?

Ex.4. Translate into English:

1. Розничная торговля - это продажа товара конечному потребителю.

2. В западных странах есть различные типы торговых учреждений:

универмаги, супермаркеты, магазины с низкими ценами,

посылторги и т.д.

3. На этот товар можно получить 10% скидку.

4. Розничный торговец может предоставить покупателю длительный

кредит.

5. Эта фирма имеет множество торговых точек по всей стране.

6. Розничный торговец выполняет много важных функций.

7. Я не знаю центр города, мне необходим справочник магазинов.

8. В торговом центре вы найдете все необходимые вам товары.

9. В этом магазине нет бакалейного отдела.

Ex.5.

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