新境界职业英语综合教程2(精华版)unit.ppt

Approaching Workplace Workplace Communication Mini Text Text Grammar Review Applied Writing Syndicate Activities Task 1 Discuss the following diagrams with your neighbor and tell how sales happen in each channel. Approaching Workplace Back Back The manufacturer sells its products to wholesalers, and then the wholesalers resell the products to retailers, finally the retailers sells the products to consumers. The manufacturer sells its products retailers, and then the retailers resell them to consumers. The manufacturer sells its products directly to consumers. Work in pairs and answer the following questions. 1. As a consumer, whom do you usually buy goods from? 2. Can you find out the differences between the three distribution channels? Task 2 I usually buy goods from the retailer. Distribution Channel 1: The manufacturer sells its products directly to consumers. Distribution Channel 2: The manufacturer sells its products retailers, and then the retailers resell them to consumers. Distribution Channel 3: The manufacturer sells its products to wholesalers, and then the wholesalers resell the products to retailers, finally the retailers sells the products to consumers. Back 3. How does the retailer operate as you know? 4. How does the wholesaler operate? 5. If you were the manufacturer, which channel would you like to use? Why? Task 2 I guess the retailer purchases goods from the manufacturer and then sells them to the consumers. I think the wholesaler purchases goods from the producer and then resells them to the retailer. Back I may choose the third channel because it can save time and labor. Workplace Communication Back You will hear five statements. Listen to them carefully and match each statement with the corresponding picture. Statements 1 2 3 4 5 Pictures b a d c e Back Listen to the statements again and decide whether these sentences are “Right” or “Wrong”. If there is not enough information to choose “Right” or “Wrong”, choose “Not mentioned”. 1. Wal-Mart is an American retailer, selling goods to consumers directly. a. Right. b. Wrong. c. Not mentioned. 2. As a modern wholesaler, Metro serves about one million retailers around the world. a. Right. b. Wrong. c. Not mentioned. Back 3. Unilever sells its products directly to consumers. a. Right. b. Wrong. c. Not mentioned. 4. Most of consumers buy their daily necessities from retailers such as Carrefour. a. Right. b. Wrong. c. Not mentioned. 5. 7-Eleven is an international retailing chain store, serving 24 hours on weekdays. a. Right. b. Wrong. c. Not mentioned. Scripts Back Use the Right Word Choose the right phrase from the box and complete the following flow charts. Back Selling Activities distribute to sell to resell to purchase from buy from distributes to sells to resells to Use the Right Word Choose the right phrase from the box and complete the following flow charts. Back distribute to sell to resell to purchase from buy from buy from purchases from Buying Activities purchases from Listening In Situation: Tom and Mary are employees from a famous smart phone manufacturer. They are talking about the distribution channels. Listen to the model dialogue and fill in the blanks with what you hear. Back Model Dialogue Mary: Tom, could you tell me what _ are used more often nowadays? Tom: I think, mainly two channels. One is that the manufacturer _ consumers through retailers; the other is that goods are sold through wholesalers to retailers, and then the retailers resell them to consumers. Mary: What is the benefit of the _? Tom: You know, with the wholesaler, the manufacturer can save a large amount of time and labor. Meanwhile, the wholesaler can _ and administration costs for the manufacturer. Mary: Yes. Then what channels do we use? Tom: We use both of them. 65% of our products are sold through the _ and 35% through the wholesale channel. Mary: Understood. Thanks. distribution channels sells goods to save storage costs retail channel wholesale channel Back Listen to the model dialogue again and check your answers. Then practice the dialogue and try to role-play it with your partner. When you role-play it, you are expected to use the Mind Map below, but do NOT look at the model dialogue. Speaking Out Scripts Back Back Listen to the dialogue and fill in the missing information on the following Mind Map. Situation: Jenny is an employee in Wal-Mart. She is talking with her friend Mark about Wal-Mart and Sams. Listening In Back Back Listen to the dialogue again and check your answers. Then role-play it with your partner by using the above Mind Map. Speaking Out Scripts Back Task 1 Read the following Mini Text and find the word or expression that matches the context meaning given. a) _ : to take part in a particular activity b) _ : a connection made between two or more things c) _ : to look after someone d) _ : a shop, business, or an organization e) _ : a person or company that does business for another person or company f) _ : a person or company that buys things from producers and sells them to customers at a profit be engaged in linkage attend establishment agent middleman Mini Text Back Wholesaler and Retailer A wholesaler is a type of middlemen between the producers and retailers. They generally sell goods to the retailers, industrial consumers and professional users. There are two types of wholesalers like manufacturer agents and merchant wholesalers. The manufacturer agents and merchant wholesalers sell goods in small quantities to the retailers who serve the final consumers. A retailer is the last linkage in the channel of distribution between the producers and the consumers. The establishment engaged in selling goods for personal consumption is known as retail trade. The retailers have close contact with the customers or consumers because they attend them personally. Retailing establishment is an old age business and is found in every area of the country. 1 Back 2 Word Tips Notes Work with your partner and answer the following questions according to the Mini Text. Task 2 Pair Work 1. What is the wholesalers role between producers and retailers? 2. Whom do wholesalers sell goods to? Middleman. Wholesalers sell goods to the retailers, industrial consumers and professional users. Back Pair Work 3. How many types of wholesalers? What are they? 4. What is retail trade engaged in? 5. Why do the retailers have close contact with the customers or consumers? There are two types of wholesalers like manufacturer agents and merchant wholesalers. Retail trade is engaged in selling goods for personal consumption. Because retailers attend customers or consumers personally. Back Reading Text Ready to Go! Comprehension Task 1 Task 2 Translation Task 1 Task 2 Vocabulary Task 1 Task 2 Text Back New Words consumer n. 消费者 ， 用户 Manufacturer n. 制造商 ， 厂商 distribute v. 分送 ， 配送 wholesaler n. 批发商 retailer n. 零售商 resell v. 转售 ， 再销售 situate v. 使 位于 resort n. 度假地；游览胜地 obtain v. 获得 occupy v. 占用；占有 warehouse n. 仓库 ， 货仓 cash-and-carry n. （ 可以进行低价大宗购物的 ） 现 付自运商店 criticism n. 批评 ， 批判；指责 time-consuming adj. 耗时的；花费大量时间的 channel v. 输送；传送 administration n. 管理；经营 reduction n. 减少 ， 缩小；降低 general store 杂货店 place ones order 下订单 ， 订货 come in for 遭到 （ 批评等 ） result from 源于；因 而发生 in terms of 就 而言；在 方面 Phrases and Expressions Ready to go! Distribution Channels I. Two ways for a manufacturer to distribute goods: A. directly to the final consumer; B. through wholesalers or _ . II. Roys ways of dealing with wholesalers: A. to place his orders with _ ; B. to visit wholesale warehouses and buy goods in the way of cash-and-carry. Skim the text for the key points and fill in the outline with necessary information. retailers wholesalers sales reps Reading Text Back Ready to go! III. Wholesalers Role: a middleman between _ ; Criticism (Disadvantage): _ ; Advantages: 1. to save time and labor for retailers; 2. to save transport costs and administration costs for _ _ ; 3. to save warehouse rent and labor costs both for manufacturers and retailers. manufacturers and retailers They increase costs of goods manufacturers Reading Text Back Distribution Channels Goods reach the consumer by a number of routes. A manufacturer can distribute the goods to the final consumers directly, or through wholesalers, or retailers. Wholesalers purchase goods from manufacturers and then resell them, often to retailers. Retailers sell goods to the final consumers. Roy Goldman owns a general store situated in a busy holiday resort in the South of England. As a retailer, Roy sells a wide range of goods. Although the shop is a very busy one, Roy does not stock large quantities of any one type of goods, and this means that he obtains few of his goods direct from the manufacturer. 1 2 1 2 Back 3 In fact, most of Roys orders are placed with wholesalers. The wholesaler occupies a place between the manufacturer and retailer and is therefore sometimes known as a “middleman”. Roy deals with wholesalers in a number of different ways; in some cases, particularly for tobacco, cigarettes, sweets and chocolate, he places his orders with wholesalers sales reps who visit his shop from time to time. For other goods he will visit wholesale warehouses, select what he feels will sell well and then place orders. As the term “cash- and-carry” suggests, he pays for the goods and takes them away on the same day. Wholesalers have come in for criticism because some argue that they increase costs of goods since they occupy a stage in the process of goods reaching the consumers. In fact, they play an important part in the process of goods distribution. 3 4 Back 4 5 6 7 Retailers may wish to order goods from large numbers of manufacturers and this would surely be very time-consuming. By channeling orders through a wholesaler, the retailer needs to contact only one source for most of his goods. On the other hand, by selling a lot of goods to one source, the manufacturer can save transport costs and administration costs. The following figure shows the reduction in the number of contacts which results from the presence of a wholesaler, and how a wholesaler helps manufacturers save transport and administrative costs. 5 8 9 M M R R R M M R R R Wholesaler M Manufacturers R Retailers Back 7 6 As mentioned above, Roy does not stock large quantities of any one type of goods and often goes to the wholesale warehouses for his goods, and this means the wholesaler will often store his goods in warehouses. These are expensive in terms of rent and labor and these costs are also saved by the retailer and manufacturer. The wholesaler provides one link in the chain of goods distribution. As we have seen, the wholesaler performs important functions for both manufacturers and retailers. He is paid for these services, though these payments add to costs. 7 Back Task 1 1. How does a manufacturer distribute the goods to the final consumers? 2. How does Roy deal with the wholesalers? Comprehension Work in pairs and answer the following questions according to the Text. A manufacturer can distribute the goods to the final consumers directly, or through retailers and / or wholesalers. He places his orders with wholesalers sales reps who visit his shop from time to time, or visit wholesale warehouses and do cash-and-carry. Back Task 1 3. What is the wholesalers role in the distribution channel? 4. Whats the criticism for wholesalers? Comprehension A wholesaler is a middleman between manufacturers and retailers. He purchase goods from manufacturers and resell them to retailers. Some people say wholesalers increase costs of goods. Back Task 1 5. What are the advantages of wholesalers? Comprehension They have three advantages: 1) to save time and labor for retailers ; 2) to save transport costs and administration costs for manufacturers; 3) to save warehouse rent and labor costs both for manufacturers and retailers. Back Task 2 1. Whom do the wholesalers often resell goods to? a. Final consumers. b. Retailers. c. Manufacturers. d. Roy. 2. What is the context meaning of the underlined word in “this means that he obtains few of his goods direct from the manufacturer”? a. sells b. resells c. buys d. distributes Comprehension Choose the best answer to the following questions. Back 3. Why is the wholesaler sometimes known as a “middleman”? a. Because the wholesaler will often store his goods in warehouses. b. Because the wholesaler increases costs of goods. c. Because the wholesaler occupies a place between the manufacturer and retailer. d. Because the wholesaler is very important. 4. By channeling orders through a wholesaler, how many sources does the retailer need to contact for most of his goods? a. Two. b. Several. c. Only one. d. Not mentioned. Back Task 2 Comprehension 5. What will happen to the number of business contacts without the presence of a wholesaler? a. No change. b. Reduced. c. Increased. d. Unknown. 6. Whats the authors attitude towards wholesalers? a. Positive. b. Negative. c. Suspicious. d. Dissatisfied. Back Task 2 Comprehension Making Distribution Models Syndicate Activities Back Work in groups. Discuss the advantages and disadvantages of direct sales and indirect sales, and then complete the form below. Action One Note: Indirect Sales refers to a manufacturers selling and distributing products or services by a third-party, such as a distributor or wholesaler, rather than a companys personnel. Back Distribution Methods Advantages Disadvantages Direct Sales better customer service; better implementation of price policy; better control of market; better understanding of customer needs as closer to market better feedback from market increase transport costs help expand business faster; save transport costs save warehouse rent businesses dont have to employ more staff or bear more personnel costs increase costs of goods; easily lose control over price; may offer poorer customer service; lead to worse competition if not managed well Action Two Back Koofood is a company that makes snack foods (休闲食品 ) including potato chips, sweets and biscuits. The company started up three years ago, and the business is growing quite well. Now the company wants to develop quickly and gain more market share. They want to change their existing direct sales model into a new distribution model, in which they keep direct sales to some key accounts and use wholesalers to serve most of retailers. Company Profile Work in groups and make a new distribution model for Koofood Company according to the following company profile. Action Two Back Koofoods Existing Distribution Model Action Two Back Koofoods New Distribution Model Wholesalers Small Stores Online Shops Key Accounts (Super Stores) Koofood Company Consumers Consumers Consumers Consumers Chain Convenience Stores Wholesalers Task 1 Vocabulary Match the following vocabulary items with their definitions, referring to the Text for clues. Back Task 2 Vocabulary Fill in the blanks with the words or expressions given in the box. Change the form where necessary. distribute resell obtain occupy criticism result from through reduction 1. _ hard work and determination the team has achieved remarkable success. 2. Storekeepers bought them in bulk and _ them for $150 each. 3. Plans for the new road have drawn fierce _ from local people. 4. Her blindness of both eyes _ a traffic accident. Through resold criticism resulted from Back Task 2 Vocabulary 5. She has to _ her parents permission before she does anything. 6. We didnt understand how difficult it was to _ a national paper. 7. Her career _ all of her time. 8. This kind of medicine _ the risks of heart disease. obtain distribute occupies reduces Back distribute resell obtain occupy criticism result from through reduction Task 1 Translation 1. Due to several reasons, _ _ (这些计划已遭到激烈的批评 ). ( come in for, criticism) 2. (零售商在开店前必须获得营业执照 ) _ _ from the government. (obtain, license) Complete the following sentences by translating the Chinese parts into English. these plans have already come in for fierce criticism Before opening the shop, the retailer must obtain the business license Back Translation 3. You should _ _ (下订单前仔细检查样品 ). (place ones order) 4. The wholesaler_ _ (从厂家进货再分销给零售商 ). (purchase, distribute) 5. (仓库占据了大部分场地 ) _ _ of the factory. (warehouse, occupy) 6. The companys financial problem _ _ (是由于过分投资造成的 ). (result from, investment ) purchases goods from manufacturers and then distributes them to retailers Warehouses have occupied most of the site resulted from too much investment check the samples carefully before placing your order Back Task 2 Translation Translate the following paragraph into Chinese. Wholesalers and retailers are ways that manufacturers get their products to a specific group of people. A wholesaler markets items to business owners, who will in turn sell the products to consumers. Retailers sell products directly to consumers. These channels may change when businesses grow; sometimes, a retailer will become a wholesaler and vice versa, and many companies do both retailing and wholesaling. 批发商和零售商是生产商把商品售给特定人群的媒介。批发商把 商品售给经营者，接着这些经营者把商品售给消费者。零售商直接 把商品售给消费者。当 生意发展壮大， 这些渠道也是会变化的。有 时一个零售商会变成批发商，有时则相反。还有许多公司既做零售 也做批发。 Back 1. If I _ (be) you, I should make full use of time. 2. If he _ (work) carefully enough, he would not have been injured. 3. If I were to do the job, I _ (do) it in a different way. Fill in the blanks with the proper form of the verb given in the brackets. Subjunctive Mood (1) Task 1 were had worked would do Grammar Back 4. Tom might not have made such a serious mistake if he _ _ (follow) your advice. 5. If I lived near my office, I _ (walk) to work. 6. If I _ (have) another chance, I would love you for ten thousand years. 7. What _ (do) if you had been in my position? 8. If someone _ (call) you a fool, what would you do? 9. Had we made adequate preparations, we _ (succeed). 10. I would have met you at the airport if I _ (know) you were coming. had followed would walk were to have would you have done should call might have succeeded Back had known Categorize the above sentences according to different forms of the verb. Task 2 Subjunctive Mood (1) (1, 5) (2, 4, 7, 9, 10) (3, 6, 8) Back Business Reports Sample Situation: Wendy works for TESCO, Britains leading retailer, in China. Her company is planning to invest in a local retail market. She is asked to assess the local purchasing power. Here is her report on the subject. Applied