UNIT 7 Distribution Strategy 渠道策略
UNIT 7 渠道策略 Distribution Strategy
Contents Section I Special Terms … 2 Section Il Text Study …◆ Section Ill Situational Dialogues Section IV Tasks 4
Contents Section I Special Terms 1 Section II Text Study 2 Section III Situational Dialogues 3 Section IV Tasks 4
Section I Special Terms Channel of Distribution It refers to an organized network(system)of agencies and institutions which,in combination,perform all the functions required to link producers with end customers to accomplish the marketing task. 分销渠道 分销渠道是指促使某种产品和服务顺利经由市场交换过程，由制造商或服 务提供者转移给消费者（最终用户）消费使用从而完成营销任务的一整套相互 依存的组织
Section I Special Terms Channel of Distribution It refers to an organized network (system) of agencies and institutions which, in combination, perform all the functions required to link producers with end customers to accomplish the marketing task. 分销渠道 分销渠道是指促使某种产品和服务顺利经由市场交换过程，由制造商或服 务提供者转移给消费者(最终用户)消费使用从而完成营销任务的一整套相互 依存的组织
Section II Text Study Pre-reading questions 1.What is channel of distribution? 2.Where do you buy a pen? 3.Can you list some types of intermediaries?
Section II Text Study Pre-reading questions 1. What is channel of distribution? 2. Where do you buy a pen? 3. Can you list some types of intermediaries?
Section II Text Study TextA Channel of Distribution Choosing the right channel of distribution is very important in getting the product from the manufacturer to the end customers.Although many firms advertise that they save the consumer money by selling directly and "eliminating the middleman",this is not a good claim.The truth is that intermediaries tend to add efficiency because they can do specialized tasks better than the manufacturer.Because wholesalers and retailers exist,the consumer can buy one pen at a time in a store located conveniently rather than having to order it from a distant factory. There are many types of intermediaries such as:
Section II Text Study Choosing the right channel of distribution is very important in getting the product from the manufacturer to the end customers. Although many firms advertise that they save the consumer money by selling directly and “eliminating the middleman”, this is not a good claim. The truth is that intermediaries tend to add efficiency because they can do specialized tasks better than the manufacturer. Because wholesalers and retailers exist, the consumer can buy one pen at a time in a store located conveniently rather than having to order it from a distant factory. There are many types of intermediaries such as: Channel of Distribution Text A
Section II Text Study 1.Wholesalers.They buy from producers and resell to retailers.They take ownership or 'title"to goods.Wholesalers will often take on some of the marketing responsibilities.Many produce their own brochures and use their own sales channels. 2.Agents.An agent will typically secure an order for a producer and will take a commission.They do not tend to take"title"to the goods.This means that capital is not tied up in goods. 3.Retailers.Retailers will have a much stronger personal relationship with the consumers.Consumers will expect to be exposed to many brands and products.The retailer will decide the final selling price of the product. 4.Internet.The Internet has a geographically dispersed market.The main benefit of the Intemet is that small products reach a wider audience.There are low barriers to entry as set-up costs are low
Section II Text Study 1. Wholesalers. They buy from producers and resell to retailers. They take ownership or “title” to goods. Wholesalers will often take on some of the marketing responsibilities. Many produce their own brochures and use their own sales channels. 2. Agents. An agent will typically secure an order for a producer and will take a commission. They do not tend to take “title” to the goods. This means that capital is not tied up in goods. 3. Retailers. Retailers will have a much stronger personal relationship with the consumers. Consumers will expect to be exposed to many brands and products. The retailer will decide the final selling price of the product. 4. Internet. The Internet has a geographically dispersed market. The main benefit of the Internet is that small products reach a wider audience. There are low barriers to entry as set-up costs are low
Section II Text Study The channels of distribution vary somewhat by the nature of the product.Automobiles,because they are difficult to move,are shipped directly to a dealer.Other products are shipped through a wholesaler who can more efficiently handle,and combine products from many different suppliers.For convenience products such as soft drinks,it is essential that the product be widely available. 塔二期四
Section II Text Study The channels of distribution vary somewhat by the nature of the product. Automobiles, because they are difficult to move, are shipped directly to a dealer. Other products are shipped through a wholesaler who can more efficiently handle, and combine products from many different suppliers. For convenience products such as soft drinks, it is essential that the product be widely available
Section II Text Study New Words and Expressions channel disperse eliminate n是 V.(使)分散 t排除，消除 barrier middleman dealer resell n.(阻碍通道的)障得物，屏障 n中间人 n.经销商，商人t转售 combine geographically essential (使)联合，（使）结合 adw地理 ad.实质的，基本的
Section II Text Study New Words and Expressions geographically adv. 地理上 disperse v. (使) 分散 barrier channel n. 渠道 eliminate vt. 排除，消除 middleman n. 中间人 resell n. ( 阻碍通道的) 障碍物，屏障 n. 经销商，商人 vt. 转售 dealer v. ( 使) 联合，( 使) 结合 combine essential adj. 实质的，基本的
Section II Text Study Exercise 1 Decide whether the statements are true(T)or false (F) according to the above text. 1.The intermediaries add efficiency due to their professional service. [T] 2.Consumers prefer to order a pen directly from a producer. [F] 3.An agent does tend to take"title"to the goods. [F] 4.Retailers usually decide the final selling price to the product. [T] 5.There are high barriers to do business online. [F]
Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text. [ ] [ [ ] T ] F F [ ] [ F ] Section II Text Study T 1. The intermediaries add efficiency due to their professional service. 2. Consumers prefer to order a pen directly from a producer. 3. An agent does tend to take “title” to the goods. 4. Retailers usually decide the final selling price to the product. 5. There are high barriers to do business online
Section II Text Study Exercise 2 Match the words in the table below with their correct Chinese equivalents. 1.claim A.佣金 2.efficiency B.设立 3.distant C.主张 4.geographically D.效率 5.somewhat E.地理上 6.commission F.远的 7.set up 3G.稍微 8.handle 3H.处理
Exercise 2 Match the words in the table below with their correct Chinese equivalents. Section II Text Study 1. claim 2. efficiency 3. distant 4. geographically 5. somewhat 6. commission 7. set up 8. handle A. 佣金 B. 设立 C. 主张 D. 效率 E. 地理上 F. 远的 G. 稍微 H. 处理