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
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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?
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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)
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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.