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1、Unit 4 Channel市场营销英语市场营销英语English for Sales and Marketing- 2 -2022/5/8ContentsWarming-upReading AListeningReading BWritingProjectVocabulary and StructureSpeaking- 3 -2022/5/8Warming-up ActivityWarming-up Activity Task 2Warming-up Activity Task 1- 4 -2022/5/8Warming-up: Task 11. R2. W3. W4. R5. W6. R
2、- 5 -2022/5/8Warming-up: Task 2DCBABADC- 6 -2022/5/8Reading Activity AReading A: Task 4Reading A: Task 3Reading A: Task 2Reading A: Task 1For background information, click HERE. Reading AReading A Types of Distribution ChannelsGoods and services often pass through several hands before they end up wi
3、th the consumer. However, sometimes they are able to pass directly from the producer to the consumer. Therefore, there are two ways to distribute goods and services: by a direct channel and by an indirect channel.- 7 -2022/5/8声音翻译Reading ADirect channel Distributing products this way means that prod
4、ucers sell their goods and services directly to the consumers. There are no middlemen between the producers and consumers. 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 o
5、wn retail shops from where they can sell their products to their customers. Many service organizations also provide their services directly to their customers. Banks, consultancy firms, telephone companies, passenger and freight transport services are examples of where consumers receive services by
6、a direct distribution channel.- 8 -2022/5/8翻译声音Reading AIndirect channel If the producer is producing goods on a large scale, it 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 retai
7、lers. A wholesaler buys goods in large quantities from producers; whereas a retailer buys goods from wholesalers and sometimes directly from producers and sells to consumers. The involvement of various middlemen in the process of distribution constitutes an indirect distribution channel. Here are tw
8、o important indirect distribution channels:- 9 -2022/5/8翻译声音1. Producer Wholesaler Retailer Consumer This is a common channel for the 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
9、 small in size.2. Producer Retailer Consumer Using this channel, producers sell to one or more retailers who, in turn, sell to the ultimate 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 i
10、n bulk but sell in small units, directly to the consumers. Department stores and supermarkets are examples of businesses that use this channel.Reading A- 10 -2022/5/8翻译声音- 11 -2022/5/8Reading A: Task 1The products are distributed to the wholesaler who in turn distributes them to a retailer. The fina
11、l customer buys products from the retailer.The products are distributed to a retailer. The final customer buys products from the retailer.The final customer buys products from the producer. There are no middlemen.- 12 -2022/5/8Reading A: Task 2Distribution ChannelFlow ChartExamplesDirect ChannelProd
12、ucer Consumerbanks, consultancy firms, telephone companies, passenger and freight transport servicesIndirect ChannelProducerWholesalerRetailerConsumerfood grains, spices, utensils, items which are small in sizeProducerRetailerConsumerbread- 13 -2022/5/8Reading A: Task 3TFFTF- 14 -2022/5/8Reading A:
13、Task 4(Open answer) - 15 -2022/5/8Listening ActivitiesListening Task 4Listening Task 3Listening Task 2Listening Task 5Listening Task 1- 16 -2022/5/8Listening task 1He is a salesman.Their new LED tube.25%.In the kitchen or in the sitting room.Because she thinks Mr. Black has taken all the trouble to
14、call.- 17 -2022/5/8Listening task 2F FT TF FF FT T- 18 -2022/5/8Listening task 31. the Christmas trees 2. their colorful LED lights3. the advantages of the lights4. measures5. promote- 19 -2022/5/8Listening task 41. B 2. A3. C 4. A5. C- 20 -2022/5/8Listening task 51. convenient 2. charger 3. savings
15、 4. global 5. expand - 21 -2022/5/8Speaking ActivitiesSpeaking Task 4Speaking Task 3Speaking Task 2Speaking Task 1- 22 -2022/5/8Speaking task 1SampleSample A: Whats your opinion about the pricing strategy for our new furniture? B: Well, I think its not appropriate. I feel that a penetration pricing
16、strategy will build market share quickly. A: I agree with you. - 23 -2022/5/8Speaking task 2SampleSample 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 wholesaler 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 requ
