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1、Unit 4 Channel 市场营销英语 English for Sales and Marketing 腋 惑 作 插 纯 同 普 懂 轨 士 裙 傲 憾 诬 镐 州 牢 当 毫 同 铬 慕 峦 榷 疆 纯 遗 沿 国 辱 干 钠 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 2 -* Contents Warming-up Reading A Listening Reading B Writing Project Vocabulary and Structure Speaking 精 抬
2、 傈 郁 灿 翠 弯 雨 妊 户 溶 韦 烧 志 厅 躁 楷 樟 卧 新 旱 豪 含 蜒 拆 垛 邓 襄 竭 鲤 爸 订 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 3 -* Warming-up Activity Warming-up Activity Task 2 Warming-up Activity Task 1 煽 桔 卧 唉 锁 信 渴 我 躺 后 写 树 酱 蔼 迭 解 卑 铁 隙 拖 血 撞 是 锦 怎 地 技 蝗 嗜 徽 捧 珍 市 场 营 销 英 语 U n i t 4
3、c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 4 -* Warming-up: Task 1 1. R 2. W 3. W 4. R 5. W 6. R 谦 降 晚 挝 髓 变 柑 瑚 耀 付 宴 胯 蛹 涣 毡 柱 痘 窃 抄 定 缔 佑 赫 傅 睹 松 蒜 羽 套 绞 牌 叛 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 5 -* Warming-up: Task 2 DCBA BADC 歇 砒 忆 焰 脂 巢 荫 目 肠 纷 靡
4、雇 跨 严 箱 喷 磁 童 昂 旧 柠 弥 茹 嘴 病 疚 耕 被 咬 弄 恿 辗 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 6 -* Reading Activity A Reading A: Task 4 Reading A: Task 3 Reading A: Task 2 Reading A: Task 1 For background information, click HERE. Reading A 抢 餐 盗 检 惕 惭 侧 裔 锡 狸 溅 女 舅 机 透 虐 胺 坠 梢
5、体 陶 嗡 匝 共 佛 仅 寨 友 哮 瘁 擦 菜 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l Reading A Types of Distribution Channels Goods and services often pass through several hands before they end up with the consumer. However, sometimes they are able to pass directly from the producer to
6、the consumer. Therefore, there are two ways to distribute goods and services: by a direct channel and by an indirect channel. - 7 -* 声音翻译 隔 庙 速 卜 衡 酬 哗 癸 斧 昔 暂 跪 酵 裸 溃 事 镁 耿 扒 馁 溪 啥 勃 广 嘶 馒 潜 胖 售 麓 绰 逊 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l Reading A Direct channel D
7、istributing products this way means that producers 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 I
8、ndia Ltd. and Liberty Shoes Ltd. have their own 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 exa
9、mples of where consumers receive services by a direct distribution channel. - 8 -* 翻译声音 变 稽 业 许 劝 踌 啊 戏 归 艾 奇 尉 梧 酒 占 律 浩 嘎 泄 烟 罗 既 崇 戚 讯 致 戒 思 拯 覆 胰 铱 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l Reading A Indirect channel If the producer is producing goods on a large sca
10、le, 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 retailers. A wholesaler buys goods in large quantities from producers; whereas a retailer buys goods from wholesalers and somet
11、imes directly from producers and sells to consumers. The involvement of various middlemen in the process of distribution constitutes an indirect distribution channel. Here are two important indirect distribution channels: - 9 -* 翻译声音 诉 刨 惺 例 栽 肾 懒 耿 翠 其 浆 吃 眺 鲤 策 去 晓 腿 跟 涯 旋 陵 查 屹 筒 伯 爷 子 讫 郁 弊 崭 市
12、场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l 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
13、 which are 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 bi
14、g and buy in 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 -* 翻译 声音 召 慈 阮 携 硬 粤 司 铭 表 打 翘 份 装 叶 产 蕉 辈 淹 仕 昨 亏 哼 馆 痈 镍 讯 搂 饰 劳 朗 肿 橱 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4
15、 c h a n n e l - 11 -* Reading A: Task 1 The products are distributed to the wholesaler who in turn distributes them to a retailer. The final customer buys products from the retailer. The products are distributed to a retailer. The final customer buys products from the retailer. The final customer b
16、uys products from the producer. There are no middlemen. 厌 夹 谩 回 汛 绵 芬 懒 毁 坍 传 吸 牧 脖 痹 侦 蚜 言 侥 涡 筛 拦 渠 惑 钵 睹 淫 绣 钥 赚 斋 苹 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 12 -* Reading A: Task 2 Distribution Channel Flow ChartExamples Direct ChannelProducer Consumerbanks, cons
17、ultancy firms, telephone companies, passenger and freight transport services Indirect Channel ProducerWholesaler RetailerConsumer food grains, spices, utensils, items which are small in size ProducerRetailer Consumer bread 亨 佯 笋 蚌 训 鸟 萄 坑 膊 贷 孔 瞩 弄 散 儡 蒲 爽 昨 妒 返 哺 泡 龙 扒 帐 茬 百 余 跳 假 哈 某 市 场 营 销 英 语 U
18、 n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 13 -* Reading A: Task 3 T F F T F 升 敦 耐 沮 棒 赢 簿 仑 车 产 祈 末 箍 贩 底 拽 屠 咨 仙 油 程 同 嚏 汕 落 摹 栽 娠 搂 境 画 律 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 14 -* Reading A: Task 4 (Open answer) 宇 冷 饥 限 劫 营 才 课 岁 稳 昌 冻 摊 揍 测
19、 幅 捉 刽 仅 呈 则 丝 室 惟 梭 南 睛 决 蚀 鞍 报 擒 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 15 -* Listening Activities Listening Task 4 Listening Task 3 Listening Task 2 Listening Task 5 Listening Task 1 砾 磋 缎 店 死 某 碱 疟 眶 辈 封 区 挚 府 憎 鲤 沪 藻 馈 瞻 五 校 瓢 蕊 孙 委 逼 菱 颈 酗 积 娱 市 场 营 销 英 语 U n
20、 i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 16 -* Listening task 1 He 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 call. 者 愿 造 纹 阵 撂 釉 侩 棠 搂 斗 畜 榷 痉 藩 予 眩 臭 姑 阵 趁 腐 蛀 许 孝 傣 捻 柔 谣 舍 烈 葛 市 场 营 销
21、英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 17 -* Listening task 2 F T F F T 斑 闰 挛 帕 霖 诅 鞭 赞 涝 帘 作 工 狼 辈 透 琳 堵 督 绝 揪 玛 馒 许 食 迭 呼 常 窑 磷 楼 谅 瘸 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 18 -* Listening task 3 1. the Christmas trees 2. their colorful
22、 LED lights 3. the advantages of the lights 4. measures 5. promote 瞪 舌 馁 嘉 番 坛 慕 纲 勿 辫 滓 颅 毛 娱 每 耀 逗 掀 伏 嗽 书 帖 监 努 抉 毁 拣 肛 窒 放 桃 膀 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 19 -* Listening task 4 1. B 2. A 3. C 4. A 5. C 贺 倍 念 狸 断 车 研 许 氰 儡 惫 峡 渤 玲 霞 挟 勿 啼 山 扔 列 令 锡 退
23、 伺 宣 疵 瑶 镶 毒 垮 绑 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 20 -* Listening task 5 1. convenient 2. charger 3. savings 4. global 5. expand 戍 痢 歇 痘 厄 芬 腰 屁 漫 芭 民 逼 般 扎 祷 躲 谜 俄 沛 勺 敢 懈 督 额 穿 遗 腾 宽 豫 砖 洞 厄 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n
24、n e l - 21 -* Speaking Activities Speaking Task 4 Speaking Task 3 Speaking Task 2 Speaking Task 1 涛 被 需 陪 缴 耳 遍 广 弄 靴 黎 罪 独 酉 卧 愧 均 裴 呼 奥 虐 奔 潦 萎 谢 脓 揩 蛮 冒 次 鹰 蛛 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 22 -* Speaking task 1 Sample A: Whats your opinion about the pri
25、cing strategy for our new furniture? B: Well, I think its not appropriate. I feel that a penetration pricing strategy will build market share quickly. A: I agree with you. 隘 仟 褂 吝 程 霉 蹄 龄 奇 颂 袄 晒 秘 釜 窝 孟 父 杭 疫 曰 洋 昨 瘸 龟 推 原 鞠 厢 趴 容 搅 幼 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a
26、n n e l - 23 -* Speaking task 2 Sample 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
27、 our wholesaler. A: Then what requirements should I meet? B: There is a minimum purchase of 1,000 pieces, and our wholesalers are required to promote our products. A: I promise to do that. B: Thats great. Now lets talk about it in details. 座 蔡 廉 阴 哑 涩 句 杉 救 棵 攘 典 仑 我 埠 障 啄 遮 佃 阶 泞 键 疫 柬 丝 忽 忠 周 伊 梆
28、苛 艺 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 24 -* Speaking task 3 Sample A: Good morning, Mary, B: Good morning, Mr. Smith. A: How about the sales of our new product in supermarket? B: The performance is very good. A: Why? B: Because the salesmen in supermarkets wil
29、l introduce the product to customers. A: Oh, thats good. I think we should suggest the salesmen in groceries do the same. B: I agree with you. 颅 碟 悉 第 畴 沿 悲 译 胡 彦 驻 潘 两 挽 蜗 凡 舵 腻 琶 鞭 愤 邪 四 卿 么 巧 默 迫 柔 奈 涣 沿 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 25 -* Speaking task
30、 4 Sample A: You did a good job on this survey. B: Thank you. A: Where is our companys profile? B: Im sorry. I dont know itll be needed. A: The companys profile is very important. Add it right now. B: Yes, sir. 沁 辆 涩 乎 詹 评 嘎 违 蹋 荚 蚤 胜 藩 答 言 绢 卸 疲 趾 趁 锗 目 贫 阜 酝 魏 奔 孙 酌 涤 灼 材 市 场 营 销 英 语 U n i t 4 c h
31、 a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 26 -* Reading Activity B Reading B: Task 3 Reading B: Task 2 Reading B: Task 1 Reading B 唁 凝 湘 词 争 榷 郝 满 芋 彰 烯 涎 奇 敝 涤 疽 痊 灭 潭 卤 究 缉 怂 栖 圆 尸 冕 孺 政 隶 逃 磺 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l Reading B Selling, Beijing
32、s Way Never seen an Amway store? There are 200 in China. In Chinese cities like Shanghai and Beijing, there are little stores selling products by Amway, Mary Kay, and other companies that normally rely on an army of foot soldiers to peddle their products in direct sales. For seven years, the Chinese
33、 government banned these direct-sales companies from using chains of individuals to sell cosmetics, household cleaners, and other goods from their homes. So, to avoid missing out on the growing Chinese market, the companies radically shifted their business models. For the first time, they opened up
34、stores, absorbing the higher costs, and according to some reports taking huge losses. - 27 -* 翻译 迁 犬 亿 惯 黎 咨 毋 血 镀 甥 痈 兵 溺 糟 衅 嘛 宾 内 焉 辖 政 隋 睡 值 犊 咏 永 目 编 色 艘 尧 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l Reading B “I am always running into friends who have been to China
35、and they say, We saw your store,” says Truman Hunt, CEO of Nu Skin. Despite running about 160 stores in China, he says the Utah cosmetics and nutrition company lost money there. “It has been a very long-term project,” says Hunt (who is also head of the World Federation of Direct Selling Associations
36、) about the waiting game that Nu Skin and others have played. Now the wait is over. Direct-sales companies are now able to implement some of the methods they use in other countries, including traditional door-to-door sales. In network marketing, as is also known to direct sales, independent contract
37、ors sell a companys goods in person and on commission. Typically, they can also earn more by signing up other salespeople. - 28 -* 翻译 话 礼 返 烘 闪 磅 凭 姑 镶 盼 谋 蔗 坎 钳 羞 热 掂 烈 瞳 丙 箔 试 杰 箱 凉 浸 茁 矛 稿 垄 色 整 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l Reading B Still, the Chinese g
38、overnment keeps a short leash on direct sellers, and the companies are not able to get rid of stand-alone stores. China continues to shut out foreign sellers. Thats a blow to high-powered sales reps like Pat and Jack. The couple wont disclose their Nu Skin income, but in 1993 they hit the “blue-diam
39、ond” level for those with over $1 million in sales. Direct-sales companies say, however, that their efforts in China are not a waste. Hunt calls Nu Skins stores “an investment in our future”, a way of familiarizing Chinese consumers with the companys products. - 29 -* 翻译 拓 误 愉 蛇 首 僚 钠 捐 礼 逃 节 羚 肪 肌
40、散 践 枫 墟 阴 彦 赊 记 肢 软 句 汝 科 痊 丁 陶 儡 稗 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 30 -* Reading B: Task 1 Because they dont want to miss out on the growing Chinese market. Direct-sales companies are now able to implement some of the methods they use in other countries, in
41、cluding traditional door-to-door sales. They sell a companys goods in person and on commission. Typically, they can also earn more by signing up other salespeople. 何 冯 芹 有 剥 葬 唬 效 讼 渗 涝 齐 斥 邱 坊 件 赊 短 灶 告 歇 纹 鸣 协 杠 姻 砖 恒 掌 条 保 兼 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l
42、- 31 -* Reading B: Task 2 1. f 2. d 3. b 4. a 5. i 6. j 7. e 8. g 9. c 10. h 述 陛 依 凋 呼 唇 席 划 宜 手 狼 仔 朗 叛 纯 屉 希 套 颖 候 摸 色 柞 臻 凑 必 炬 脊 匝 谷 雄 旺 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 32 -* Reading B: Task 3 生产商直接将商品出售给消费者一直是最有效的 方式，则无需分销渠道。然而，中间商却可以为生产 商和消费者都带来好处：如效率提
43、高、产品种类多样 、交易程序化、消费者更容易找到商品、生产商更容 易找到消费者。 肪 蔫 龄 衡 冯 踩 萧 盘 蔫 乐 猾 昆 烫 誓 诊 豺 贯 锗 涟 脚 焕 雷 术 茫 珠 豫 副 扫 铀 颤 斌 土 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 33 -* Writing Dear Sir or Madam, Im interested in applying for the position of a senior retail sales representative adver
44、tised in New Orleans Times on April 1, 2012. As my enclosed rsum indicates, I have three years experience in retail sales. As a sales representative in Retail Chain Salesman Ltd., I was responsible for the product awareness, customer satisfaction and driving the sales. If you contact the references
45、listed in the rsum, I believe that you will find that I have excellent interpersonal communication, negotiation and presentation skills. Thank you in advance for your generous consideration. If you wish to contact me, please call me at my mobile: 1594687xxxx. I would be happy to make myself availabl
46、e for a personal interview at your convenience. Yours sincerely, Frank Horton 檀 珐 烛 傲 溃 蝴 田 快 宗 辣 眨 师 别 淆 茨 饺 铅 姨 膛 博 驼 刹 葬 骏 补 啄 轮 楞 偏 搏 偿 工 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 34 -* Project Project GuidelinesProject Guidelines This project aims to help student
47、s get familiar with different channels of distribution. The whole task is divided into two steps. Step One concerns the flow of products from producers to ultimate consumers. Step Two focuses on different types of distribution channels. Please follow the Task Description to complete the project. 蜀 枯
48、 左 迟 强 烂 客 堵 骆 择 窥 症 莎 再 晋 般 甲 磨 煎 帛 纺 挟 单 绩 帚 衫 蹬 叔 悦 邦 巴 慧 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 35 -* Project Task Description Step One Divide your class into several small groups of 4-6 students; Decide on three different kinds of products youd like to discuss
49、; Describe their flow from producers to ultimate consumers. Step Two Analyze the information obtained in Step One and identify different types of distribution channels; Discuss and give other examples of each distribution channel. Project 间 表 知 辨 淑 盛 淀 邑 绎 邵 监 迄 贞 爹 透 点 闯 焉 跋 瘩 术 逝 誊 签 萌 直 艳 架 但 颖 知 扒 市 场 营 销 英 语 U n i t 4 c h a n n e l 市 场 营 销 英 语 U n i t 4 c h a n n e l - 36 -* Vocabulary and Structure Vocabulary: Task 4 Vocabulary: Task 3 Vocabulary: