Lesson 11. Wholesaling.

Lesson 11.

Wholesaling.

Wholesaling is a part of the marketing system. It provides channels of distribution which help to bring goods to the market. Generally indirect channels are used to market manufactured consumer goods. It could be from the manufacturer to the wholesaler, from the retailer to the consumer or through more complicated channels. A direct channel moves goods from the manufacturer or producer to the consumer.

Wholesaling is often a field of small business, but there is a growing chain movement in the western countries. About a quarter of wholesaling units account for one-third of total sales.

Two-third of the wholesaling middleman are merchant wholesalers who take title to the goods they deal in. There are also agent middlemen who negotiate purchases or sales or both. They don’t take title to the goods they deal in. Sometimes they take possession though. This is a percentage of the value of the goods they sell.

Wholesalers simplify the process of distribution. For example, the average supermarket stocks 5.000 items in groceries alone, a retail druggist can have more than 6.000 items. As a wholesaler handles a large assortment of items from numerous manufacturers he reduces the problem of both manufacturer and retailer. The store-keeper does not have to deal directly with thousands of different people. He usually has a well-stocked store and deals with only a few wholesalers.

wholesaling                                 оптовая торговля

to provide channels                     обеспечивать системой (сбыта) <!--

indirect channels                         непрямая, опосредованная система (сбыта)

complicated channels                  сложная система (сбыта) <!--

retailer                                         розничный торговец

chain movement                         движение к объединению

wholesale unit                            (зд.) контора по оптовой торговле

total sales                                   совокупная продажа

middleman                                 посредник, комиссионер

merchant wholesaler                  оптовый скупщик

wholesaling middleman            оптовый посредник (скупщик)

to take title to the goods            приобретать товар как собственность

agent middleman                       посредник между производителем и покупателем

to negotiate purchases or sales  вести переговоры по поводу купли и продажи

to earn salary                              зарабатывать жалование

to receive commissions              получать комиссионные (процент от продаж)

grocery                                       бакалейная торговля

to handle                                    1) управлять 2) торговать (амер.)

assortment                                  ассортимент

 

Comprehension questions.

1.     What is the aim of the wholesaling?

2.     How can you describe a direct channel of distribution?

3.     What is an indirect channel of distribution?

4.     What channel of distribution is preferable?

5.     Is there any difference between a merchant wholesaler and an agent middleman? What is this difference?

6.     How does a wholesaler simplify the process of distribution?

7.     What would a retailer have to do without wholesalers?

Vocabulary practice

Choose the necessary word and put it in the sentence.

1. They use both direct and indirect … of distribution.     | 1. wholesalers

2. Agent middlemen do not … to the goods they deal in.  | 2. take title

3. Usually wholesaling … stands between the producer and the retailer. | 3. retailer

4. A supermarket may … thousands of commissions items. | 4. stock

5. Usually a wholesaler handles a large … of items of numerous manufacturers.  | 5. channels

6. Agent middlemen don’t earn salaries, they … .   | 6. assortment

7. A wholesaler doesn’t deal with the customers, … does.  | 7. to receive

8. … simplify the problems of manufacturers.   | 8. middleman

 

sales trainee                        стажер по торговле

to be on commission          получать комиссионные с продажи

to reimburse                       возмещать, восполнять

to get a raise                       получить повышение

toll                                      пошлина, плата за услуги

quote                                  назначение цены

delivery                             доставка

gentlemen’s agreement     джентльменское соглашение

verbal agreement              устное соглашение

purchase order (p.o.)        заказ на покупку

to deliver                           доставлять

to staple                             (зд.) проверять

to file                                 подшивать, хранить

stepping stone                    средство для достижения цели

 

Exercise 3. Answer the questions.

1.     Would you like to be on commission?

2.     What expenses do you get reimbursed for at your job?

3.     What factors do you need to get a raise?

4.     Why isn’t a verbal agreement always sufficient?

5.     What would you prefer to be: a wholesaler or a retailer?

6.     What is a stepping stone to higher positions in your business?

Exercise 4. Translate into English (стр. 73-74).

1.     Оптовая торговля – важный элемент рыночной системы.

2.     Товары идут от оптового посредника к потребителю через розничного торговца.

3.     Непрямая система сбыта более предпочтительна.

4.     Оптовые скупщики приобретают товар.

5.     Посредник получает проценты от продажи.

6.     Посредник обычно ведет переговоры по поводу купли или продажи.

7.     В этом магазине хороший ассортимент товаров.

8.     Менеджер по маркетингу скоро получит повышение.

9.     Мы вынуждены дорого платить за доставку.

10. Наша фирма возмещает нам расходы за обеды и проезд.

11. Это было джентльменское соглашение.