Главная | Обратная связь | Поможем написать вашу работу!
МегаЛекции

A) look at the charts and speak about the differences between the




channels of distribution;

B) say in what industries different methods of distribution are

Possible.

Direct method of distribution:

 


Producer

 

Producer


 

Consumer

 

 

Indirect method of distribution:

 

Wholesaler Retailer

 

 

Grammar Exercises


 

Consumer


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

Model: I should go shopping today. - I should have gone shopping

yesterday.

1. The firm should apply for credit very soon.

2. They should see about the new refrigerator today.

3. I should take my wife shopping a bit later.

4. They should get groceries at the supermarket this afternoon.

5. You should order a new car.

6. He should buy a computer today.

7. He should speak with the manager today.

Ex.2. Change the sentences according to the model:

Model: If there is a shopping center nearby, we will go there

together. - If there had been a shopping center nearby, we

would have gone there.

1. If she buys too much, she won't be able to carry it herself.

2. If there is ice cream in this store, we will bring the children some.

3. If she tries the new boutique today, she will come very late.

4. If the shop offers home delivery, he will ask them to deliver.

5. If you shop downtown, you will find the shopping center.

 

LESSON 13

PRICING

Text

All products and all services have prices. The price depends on



different things such as credit terms, delivery, trade-in allowance, guarantee,

quality and other forms of service. A perfect price should produce the

biggest possible profit during a long period of time. It's hardly possible to

determine such a price. The price may be too high to produce a large

volume, or too low to cover costs. No other area of marketing operations has

been a subject to bad practice. Many businesses pursue unsound price

policies for long periods of time and are not aware about it.

Prices can be determined in different ways. For example, the prices of

meat, cotton and other agricultural produce can be decided in large central

market where forces of supply and demand exist. This is pure price

competition. The prices on industrial products (iron, steel, etc.) are usually

decided by large companies. As a rule the amount and price of goods sold to

large number of buyers is controlled by a few rival sellers. Prices also can be

set by the government, usually for different public services - railroads,

electricity, manufactured gas, bus services, etc.

If demand increases, prices rise, profits expand and new investments

are attracted. But other factors may be involved as well. Prices are related to

each other in different ways. Ultimately, everything is related in price, since

the consumer can buy and must pay for everything out of a particular limited

amount of money.

 

Active Vocabulary


credit terms

trade-in allowance

 

to cover costs

to pursue

unsound

supply and demand

price competition

to set prices


кредитные условия

зачет цены сдаваемого при покупке товара,

напр. автомобиля

покрывать затраты

вести, следовать

неразумный

предложение и спрос

конкуренция в ценообразовании

устанавливать цены

 

Comprehension Questions


1. Why is it difficult to determine the right price?

2. Why is the seller interested in the price that produces the highest volume

of sales at the lowest unit cost?


3.


Why do many businesses follow unsound pricing policies?


4. In what way are agricultural prices decided?


 



5. How are industrial products usually priced?

6. Why does the government usually set the prices for public utility

services?

7. Why is it so important to know the levels of supply and demand when

dealing with pricing?

8. Why is everything related by price?

 

Vocabulary Practice

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


1.It is very difficult... without sound price policy.

2.Of course we are interested in producing the... with the

lowest unit costs.

3.I decided to buy a new car at this company because

they offered the best... on my old model.

4.The... of this store are very beneficial for a customer.

5.Their business will fail if they pursue unsound...

6.The government usually... for public utility services.

7.In pure competition the forces of... operate.

 

 

Dialogue


a. supply and

demand

b. volume of

sales

c. trade-in

allowance

d. compete

price policies

f. credit terms

g. to set prices


Dick is introducing a new line of products and is talking to his friend

Tom, a business consultant, about it.

Dick: It's the first time when I'm in business for myself.

Tom: Don't worry. The store has always been doing well. It has a great

location and as far as your new line of merchandise...

Dick: That's what I wanted to talk to you about. Can you give some ideas

how to charge the prices?

Tom: With pleasure. Generally, there are two types of pricing policies.

There is price emphasis and price de-emphasis.

Dick: What's the difference?

Tom: The price emphasis policy emphasizes low prices. This encourages

sales. But low price doesn't give extra services.

Dick: So, a really low price means no credit, home delivery, repair,

installation and other services.

Tom: That's what I mean. But many people are interested only in the low

price and not in the extra services.



Dick: Yes, and vice versa. The price which I set determines the number of

sales. I must think thoroughly about it.

Tom: A good example of price emphasis is ‘loss leader’ pricing. It means

that you choose one item - let's say an electric razor - at a price just

above the cost. The customers will come to your shop to buy this loss

leader item. But since they are inside they can decide to buy a few

other things they need.

Dick: It sounds interesting. What other things can you tell?

Tom: There is also off-even pricing. Let's say you sell a tape recorder for

$69.95 instead of $70.00. Though it is in fact about the same, the low

price can produce a favorable psychological effect.

Dick: What are the other ways to attract the customers?

Tom: First of all, remember that you are going to compete with well-known

products, so you should start with especially low prices. It's important

to advertise this. You should use newspaper ads, maybe a radio spot,

maybe do a big window and floor display.

Dick: It makes sense.

Tom: And you can raise the price after your customers try a new brand, get

to know it and like it. They will continue to buy it.

Dick: I see. And what is the price de-emphasis you mentioned before?

Tom: It concerns high quality expensive items. Price de-emphasis means

that you don't call attention to the price at all.

Dick: I know. It concerns our fine jewelry department or designer fashions.

Tom: Yes. I see you are going to do very well.

Dick: Your suggestions seem to be very useful. Don't forget you have a

discount on any shopping you do in my shop.

Tom: In such a case I'll be back tomorrow with my wife.

 

Active Vocabulary


location

extra services

installation services

to charge prices

price emphasis

price de-emphasis

 

 

loss-leader item


место расположения

дополнительные услуги

услуги по установке

устанавливать, назначать цены

продажа товара за счет низкой цены

продажа товара за счет дополнительных

факторов (уникальность, доставка,

обслуживание и т.п.)

«лидер убытков», товар, продаваемый по очень

 



 

 

off-even pricing

favorable psychological

effect

new brand

item


низкой цене для привлечения покупателей

цена, не доходящая до круглой цифры

благоприятный психологический эффект

 

новая марка (товара)

зд. товар, продукт

 

 

Vocabulary Practice


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

Model: The tape recorder is inexpensive. Your store sells the tape

recorder. - The tape recorder that your store sells is

inexpensive.

1. The dresses are fashionable. The store introduced the new dresses last

week.


2.


The store has many refrigerators. Dick owns the store.


3. The stereo is high-priced. My daughter wants the stereo.

4. The price determines the number of sales. A retailer sets the price.

5. Very often the people don't want extra services. Many supermarkets

offer extra services.


6.

 

7.


Your shop should have a loss-leader item. The loss-leader item will

attract the customers.

Price de-emphasis works with high quality expensive items. Price-de-

emphasis means that you don't call attention to the price at all.


Ex.2. Change the sentences according to the model:

Mоde1: We won't introduce a new line of merchandise unless you suggest it.

- We will introduce a new line of merchandise if you don't suggest

it.

1. Tape recorders are popular unless the price is too high.

2. The consumers will continue to buy unless they don't like the item.

3. The buyer can get installation services unless he wants to pay for it.

4. The salesman will help you unless he is too busy.

5. People won't try a new product unless there is advertising.

6. Customers won't buy the new brand unless the price is low.

7. They won't raise the price unless it is necessary.

 



Ex.3. Answer the questions:

1. In what way were the prices charged in this country?

2. What is your idea of the term ‘market price’?

3. What type of pricing policy works with the majority of consumer goods?

(price-emphasis, price de-emphasis)

4. What is more preferable for you in pricing: low prices with no extra

services or high prices with home delivery, repair and other services?

5. Why is it so important to have a loss leader item in a shop?

6. What is off-even pricing made for?

7. How can your pricing policy help to compete with well known products?

Ex.4. Translate into English:

1. Этот магазин предоставляет покупателю выгодные кредитные

условия.

2. Товар имеет низкую цену. Она едва покрывает затраты.

3. Эта фирма ведет неразумную ценообразовательную политику.

4. Прежде чем выпускать товар, необходимо тщательно

изучить спрос и предложение.

5. Государство устанавливает цены на ряд продуктов.

6. Магазин имеет превосходное место расположения.

7. Супермаркет предоставляет покупателю много дополнительных

услуг: доставку товаров на дом, кредит, установку и т.д.

8. Новая марка, несомненно, привлечет покупателей.

9. Начинайте с низкой цены.

10. Продажа за счет низкой цены действует при продаже товаров

народного потребления.

Поделиться:





Воспользуйтесь поиском по сайту:



©2015 - 2024 megalektsii.ru Все авторские права принадлежат авторам лекционных материалов. Обратная связь с нами...