UNIT 7 渠道策略 Distribution Strategy. Contents Section I Special Terms 1 Section II Text Study...

UNIT 7UNIT 7

渠道策略

Distribution Strategy

Contents

Section I Special Terms1

Section II Text Study2

Section III Situational Dialogues3

Section IV Tasks4

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?


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 DistributionText A


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.


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.


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

vt. 转售n. ( 阻碍通道的 ) 障碍物，屏障

n. 经销商，商人

dealer

v. ( 使 ) 联合， ( 使 ) 结合

combine essential

adj. 实质的，基本的

Exercise 1 Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]T

F

F

[ ]

[ ]F


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.

Exercise 2 Match the words in the table below with their correct Chinese equivalents.


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

Exercise 3

Fill in the blanks with the appropriate form of the words in brackets.


We must consider which sales channel is realistically available to

each company. A small manufacturer of potato chips would like to sell

its goods to grocery stores (national), but logistics might be

a tough problem (solve). Then, it may consider targeting some

chain supermarkets (local).

nationally

to solve

locally


Amway, a widely known producer and seller of daily necessities,

operates its business in over 100 countries and regions. Direct selling has

been regarded as the most effective sales channel for many years.

However in China, Amway pursues a new business model called

“shop+salesman”. The advantages of this channel can be summed up as

follows:

1) A guarantee of high quality. Consumers are confident of buying the

true products in Amway chain shops, not the fake ( 假的 ) products from

other companies.

Amway’s Sales ChannelText B


2) A good corporate image. Most consumers appreciate the attractive

image of Amway shops. The shops not only provide logistic service to

sales, but also give confidence to the consumers and the public.

3) A transparent environment for sourcing and shopping. This channel

can avoid over-charging ( 加价 ).

In addition, salesmen make up for the lack of shops. Consumers are

able to enjoy more advanced services. They can buy Amway’s products

from the salesmen anywhere and at anytime.

Decide whether the statements are true (T) or false (F) according to the above text.

[ ]

[

[

]

]T

F

T

Exercise 4


1. Direct selling has been used for a long time by Amway.

2. Consumers have only one channel to buy Amway’s products.

3. The business model of “shop+salesman” was successful in China.

Section III Situational Dialogues

Dialogue 1 Factors Affecting Distribution

Jack is talking about distribution with his teacher, Mike.

Jack: Good morning, Mike. I am thinking about distribution. What are the most

important factors to consider?

Mike: Product, market, enterprise, policy, economic benefit and characteristics

of intermediaries (中间商 ).

Jack: What is the product factor?

Mike: Price, volume (数量 ), weight and technology.

Jack: What is the market factor?

Mike: Market factors include quantity of order, distribution of consumers, size

(规模 ) of potential customers, and buying habits (购买习惯 ) of consumers.


Jack: And the enterprise factor?

Mike: The enterprise factors mainly mean production capability, sale, service

and delivery of product.

Jack: Do policy and regulation affect distribution?

Mike: Certainly they do. It is very important for firms to master the relevant

policies and regulations.

Jack: An intermediary acts as a bridge between producers and consumers.

Mike: You’ve got it.

Jack: Economic benefit is the ultimate aim when firms consider distribution.

Mike: Definitely. Benefit is always the focus.


Where did you buy your car?Dialogue 2

Robbie has just bought a new car. His colleague,

Maxwell is talking with him about it.

Maxwell: Your car is really nice, Robbie. Where did you buy it?

Robbie: I bought it at a “4S” car shop.

Maxwell: “4S”? What does it stand for?

Robbie: It is a chain shop ( 连锁店 ), selling only one brand of car. “4S”

stands for sales ( 销售 ),services ( 维修 ), spare parts ( 配件 ) and

surveys ( 信息反馈 ).

Maxwell: But many customers buy cars in car markets. Is there any

difference between a car market and a “4S” car shop?

Robbie: Yes. You may choose other brands of car in most of the car

markets, but only one brand at a “4S” car shop.


Maxwell: I see. So why do you prefer to buy a car at a “4S” car shop?

Robbie : I think a “4S” car shop is more professional (专业的 ). I trust the quality

and service there.

Maxwell: Can you buy cars in any other way?

Robbie : A car agent (代理商 ) is also a popular choice.

Maxwell: So people can buy cars through these channels anywhere in China.

Robbie : I am afraid not. “4S” car shops and agency shops are mainly in big

cities in the coastal areas ( 沿海地区 ) while car markets are more commonly

seen in the central and western cities.

Maxwell: I see. Thank you!

Answer the following questions according to the dialogues.

Exercise 5


Market factors include quantity of order,distribution of consumers, size of potentialcustomers, and buying habits of consumers.

Economic benefit is the ultimate aim whenfirms consider distribution.

2. Which factor is so important that a company care about most while considering distribution?

1. What is the market factor?

Answer the following questions according to the dialogues.

Exercise 5


He thought a “4S” car shop was more professional. He trusted the quality and service there.

No, only one brand of car is sold at a “4S” car shop.

A “4S” car shop.

5. Why did Robbie buy his car at a “4S” car shop?

3. Where did Robbie buy his car?

4. Can you buy different brands of car at a “4S” car shop?

Section III Situational DialoguesExercise 6 Group discussion

Invite some of your classmates to join with you. Discuss the selling of cars. Then make a presentation to the rest of the class. List the characteristics of different sales channels for cars.

Characteristics Location

“4S” car shop

Car agent

Car market

only one brand,more professional

mainly in big citiesof coastal areas

sell one brand orseveral brands of cars

mainly in big citiesof coastal areas

sell differentbrands of cars

in the central andwestern cities

Marketing Skills


How to sell your products?

如何销售你的产品？对于大多数的工厂而言，都希望把产品直接卖给最终的消费者，因为这种方式能保障所获得的利润较为丰厚。但企业本身开拓市场的资源有限，不可能在每个市场上面面俱到，必须依靠其他合作伙伴来实现其产品的广泛推广。假设你开了一间服装企业，如何建立你的服装销售渠道呢？不妨考虑一下以下的做法：1) I prefer to set up some chain stores to sell our clothes.

2) I will sell most of our clothes to wholesalers.

3) I will sell our clothes online.

Section IV Tasks

Choose the proper words to complete the expressions.

market product profits

policy

enterprise itself intermediaries production

market product profits

policy

enterprise itself intermediaries production不同的产品由于它们的特性不同而采用不同的分销渠道。市场营销人员应当清楚地掌握影响分销渠道的因素——

1) 商品的特性 The characteristics of a

2) 企业自身的状况 The condition of an

3) 生产的情况 The situation of

4) 市场的状况 The situation of a

product

enterprise itself

production

market

Exercise 7

Section IV Tasks

5) 政策规定 The regulation of

6) 利润情况 The condition of

7) 中间商状况 The characteristics of

policy

profits

intermediaries

Section IV Tasks

Fill in the blanks with the words and phrases given below.Exercise 8

rate meet in good condition for rentrate meet in good condition for rent

Renting a Car

Li Ming enters a car leasing company ( 租车公司 ) to rent a car.

Receptionist: Good morning, Sir.

Li Ming: Good morning, Miss. Do you have any cars 1) ?

Receptionist: Sure. Which brand of car would you like?

Li Ming: I want to 2) a VIP ( 贵宾 ) so a high-class brand

should be better.

Receptionist: I see. What about a Crown?

Li Ming: What is the 3) ?

for rent

meet

rate

Section IV Tasks

Receptionist: 1,000 RMB per day.

Li Ming: That’s a little bit high. Do you have other types?

Receptionist: Yes. What about ACCORD? 800 RMB per day.

Li Ming: Does it have a limited mileage ( 英里数 )?

Receptionist: No.

Li Ming: Do you only accept cash?

Receptionist: Oh, no. You can pay by cash or credit card.

Li Ming: May I see the car now? I want to make sure it is

4) ( 车况良好 ).

Receptionist: The car is parked outside. Please follow me.

Li Ming: Thank you very much!

in good conditions

Section IV Tasks

Exercise 9

List some distribution ways for TV, then support your point.

1. The electronic appliance chain shop. This is a professional shop selling

TV and other home electronic appliances. People like to choose

electronic goods there. Their sales volume is very large.

2. Franchised shop. It is safe to buy a TV there. The quality and after-

sales service is guaranteed.

I will sell TVs through the following ways:

3.

4.

Department store. This is a comfortable shopping place because it has

a nice shopping environment.

Supermarket. It is convenient to buy goods especially for people living

nearby.

Section IV Tasks

Section IV Tasks

分销渠道策略

企业的分销渠道可以分为直接渠道和间接渠道两大类。

直接渠道是指产品 ( 或服务 ) 直接由其制造商 ( 或服务提供者 ) 销售给最终消费者，没有中间商的参与。直接渠道也是最短的渠道，是产业用品的主要渠道。

与直接渠道相对应的是间接渠道，间接渠道是指制造商和服务提供者借助中间商将自身的产品或服务销售给最终消费者。企业通常借助的中间商类型有：信托机构、代理商、经销商和经纪商。

企业选择分销渠道必须充分考虑以下因素：顾客特性、产品特性、中间商特性、竞争特性、企业特性和环境特性。

UNIT 7 渠道策略 Distribution Strategy. Contents Section I Special Terms 1 Section II Text Study...

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