新境界职业英语综合教程2unit2ppt课件.ppt

1 2 Task1 Discussthefollowingdiagramswithyourneighborandtellhowsaleshappenineachchannel ApproachingWorkplace Back 3 Back Themanufacturersellsitsproductstowholesalers andthenthewholesalersreselltheproductstoretailers finallytheretailerssellstheproductstoconsumers Themanufacturersellsitsproductsretailers andthentheretailersresellthemtoconsumers Themanufacturersellsitsproductsdirectlytoconsumers 4 Workinpairsandanswerthefollowingquestions 1 Asaconsumer whomdoyouusuallybuygoodsfrom 2 Canyoufindoutthedifferencesbetweenthethreedistributionchannels Task2 Iusuallybuygoodsfromtheretailer DistributionChannel1 Themanufacturersellsitsproductsdirectlytoconsumers DistributionChannel2 Themanufacturersellsitsproductsretailers andthentheretailersresellthemtoconsumers DistributionChannel3 Themanufacturersellsitsproductstowholesalers andthenthewholesalersreselltheproductstoretailers finallytheretailerssellstheproductstoconsumers Back 5 3 Howdoestheretaileroperateasyouknow 4 Howdoesthewholesaleroperate 5 Ifyouwerethemanufacturer whichchannelwouldyouliketouse Why Task2 Iguesstheretailerpurchasesgoodsfromthemanufacturerandthensellsthemtotheconsumers Ithinkthewholesalerpurchasesgoodsfromtheproducerandthenresellsthemtotheretailer Back Imaychoosethethirdchannelbecauseitcansavetimeandlabor 6 WorkplaceCommunication Back 7 Youwillhearfivestatements Listentothemcarefullyandmatcheachstatementwiththecorrespondingpicture b a d c e Back 8 Listentothestatementsagainanddecidewhetherthesesentencesare Right or Wrong Ifthereisnotenoughinformationtochoose Right or Wrong choose Notmentioned 1 Wal MartisanAmericanretailer sellinggoodstoconsumersdirectly a Right b Wrong c Notmentioned 2 Asamodernwholesaler Metroservesaboutonemillionretailersaroundtheworld a Right b Wrong c Notmentioned Back 9 3 Unileversellsitsproductsdirectlytoconsumers a Right b Wrong c Notmentioned 4 MostofconsumersbuytheirdailynecessitiesfromretailerssuchasCarrefour a Right b Wrong c Notmentioned 5 7 Elevenisaninternationalretailingchainstore serving24hoursonweekdays a Right b Wrong c Notmentioned Scripts Back 10 UsetheRightWord Choosetherightphrasefromtheboxandcompletethefollowingflowcharts Back SellingActivities distributetoselltoreselltopurchasefrombuyfrom distributesto sellsto resellsto 11 UsetheRightWord Choosetherightphrasefromtheboxandcompletethefollowingflowcharts Back distributetoselltoreselltopurchasefrombuyfrom buyfrom purchasesfrom BuyingActivities purchasesfrom 12 1 Wal MartisanAmericanretailer sellinggoodstoconsumersdirectly 2 Asamodernwholesaler Sam sClubservesaboutonemillionretailersaroundtheworld 3 Unileversellsitsproductstoconsumersthroughwholesalersandretailers 4 MostofconsumersbuytheirdailynecessitiesfromretailerssuchasCarrefour 5 7 Elevenisaninternationalretailingchainstore serving24hoursaday Scripts Back 13 ListeningIn Situation TomandMaryareemployeesfromafamoussmartphonemanufacturer Theyaretalkingaboutthedistributionchannels Listentothemodeldialogueandfillintheblankswithwhatyouhear Back 14 ModelDialogue Mary Tom couldyoutellmewhat areusedmoreoftennowadays Tom Ithink mainlytwochannels Oneisthatthemanufacturer consumersthroughretailers theotheristhatgoodsaresoldthroughwholesalerstoretailers andthentheretailersresellthemtoconsumers Mary Whatisthebenefitofthe Tom Youknow withthewholesaler themanufacturercansavealargeamountoftimeandlabor Meanwhile thewholesalercan andadministrationcostsforthemanufacturer Mary Yes Thenwhatchannelsdoweuse Tom Weusebothofthem 65 ofourproductsaresoldthroughthe and35 throughthewholesalechannel Mary Understood Thanks distributionchannels sellsgoodsto savestoragecosts retailchannel wholesalechannel Back 15 Listentothemodeldialogueagainandcheckyouranswers Thenpracticethedialogueandtrytorole playitwithyourpartner Whenyourole playit youareexpectedtousetheMindMapbelow butdoNOTlookatthemodeldialogue SpeakingOut Scripts Back 16 Back 17 Mary Tom couldyoutellmewhatdistributionchannelsareusedmoreoftennowadays Tom Ithink mainlytwochannels Oneisthatthemanufacturersellsgoodstoconsumersthroughretailers theotheristhatgoodsaresoldthroughwholesalerstoretailers andthentheretailersresellthemtoconsumers Mary Whatisthebenefitofthewholesalechannel Tom Youknow withthewholesaler themanufacturercansavealargeamountoftimeandlabor Meanwhile thewholesalercansavestoragecostsandadministrationcostsforthemanufacturer Mary Yes Thenwhatchannelsdoweuse Tom Weusebothofthem 65 ofourproductsaresoldthroughtheretailchanneland35 throughthewholesalechannel Mary Understood Thanks Scripts Back 18 ListentothedialogueandfillinthemissinginformationonthefollowingMindMap Situation JennyisanemployeeinWal Mart SheistalkingwithherfriendMarkaboutWal MartandSam s ListeningIn Back 19 8500Wal Martstores retailer wholesaler retailers Back directlytoconsumers 20 Listentothedialogueagainandcheckyouranswers Thenrole playitwithyourpartnerbyusingtheaboveMindMap SpeakingOut Scripts Back 21 Mark Hi Jenny couldyoutellmewhat sthedifferencebetweenWal MartandSam sClub Jenny Well actually Wal MartandSam sClubbelongtothesamecompanyWal MartStoresInc Wal Martisabigretailer whileSam sisawholesaler Mark Thenwhat sthedifferenceoftheircustomers Jenny Youknow asSam sClubisthewholesaler itsellsgoodstoretailers mainlysmallstores whileasaretailerWal Martsellsgoodsdirectlytoconsumers Mark Gotit Whichhasmorechainstores Sam sorWal Mart Jenny Ofcourse Wal Marthasmorechainstores Thereareover8500Wal Martstoresintheworld Mark Wow that samazing Scripts Back 22 Task1 ReadthefollowingMiniTextandfindthewordorexpressionthatmatchesthecontextmeaninggiven a totakepartinaparticularactivityb aconnectionmadebetweentwoormorethingsc tolookaftersomeoned ashop business oranorganizatione apersonorcompanythatdoesbusinessforanotherpersonorcompanyf apersonorcompanythatbuysthingsfromproducersandsellsthemtocustomersataprofit beengagedin linkage attend establishment agent middleman MiniText Back 23 WholesalerandRetailer Awholesalerisatypeofmiddlemenbetweentheproducersandretailers Theygenerallysellgoodstotheretailers industrialconsumersandprofessionalusers Therearetwotypesofwholesalerslikemanufactureragentsandmerchantwholesalers Themanufactureragentsandmerchantwholesalerssellgoodsinsmallquantitiestotheretailerswhoservethefinalconsumers Aretaileristhelastlinkageinthechannelofdistributionbetweentheproducersandtheconsumers Theestablishmentengagedinsellinggoodsforpersonalconsumptionisknownasretailtrade Theretailershaveclosecontactwiththecustomersorconsumersbecausetheyattendthempersonally Retailingestablishmentisanoldagebusinessandisfoundineveryareaofthecountry 1 Back 2 WordTips Notes 24 Back middlemann 中间商 中间人agentn 代理商 代理人linkagen 联系 关联establishmentn 机构 企业 be engagedin从事 忙于consumptionn 消费attendv 照顾 关注 WordTips Notes industrialconsumer行业消费户professionaluser专业用户manufactureragent厂家代理商merchantwholesaler商业批发商 25 TranslationofMiniText 批发商是一种生产商和零售商之间的中间商 他们通常出售商品给零售商 行业消费户和专业用户 有两种类型的批发商 如厂家代理商和商业批发商 他们小批量出售商品给零售商 而零售商为最终的消费者服务 零售商是生产者和消费者之间在分销渠道上最后一个环节 从事销售商品供个人消费的企业称为零售业 零售商与顾客 消费者有密切的接触 他们亲自照料顾客 消费者 零售业是一项历史悠久的业务 在国家的每一个地区都能找到 Back 批发商和零售商 26 WorkwithyourpartnerandanswerthefollowingquestionsaccordingtotheMiniText Task2 PairWork 1 Whatisthewholesaler srolebetweenproducersandretailers 2 Whomdowholesalerssellgoodsto Middleman Wholesalerssellgoodstotheretailers industrialconsumersandprofessionalusers Back 27 PairWork 3 Howmanytypesofwholesalers Whatarethey 4 Whatisretailtradeengagedin 5 Whydotheretailershaveclosecontactwiththecustomersorconsumers Therearetwotypesofwholesalerslikemanufactureragentsandmerchantwholesalers Retailtradeisengagedinsellinggoodsforpersonalconsumption Becauseretailersattendcustomersorconsumerspersonally Back 28 ReadingText ReadytoGo Task2 Task2 Task2 Text Back 29 NewWords 30 PhrasesandExpressions 31 Readytogo DistributionChannels I Twowaysforamanufacturertodistributegoods A directlytothefinalconsumer B throughwholesalersor II Roy swaysofdealingwithwholesalers A toplacehisorderswith B tovisitwholesalewarehousesandbuygoodsinthewayofcash and carry Skimthetextforthekeypointsandfillintheoutlinewithnecessaryinformation retailers wholesalers salesreps ReadingText Back 32 Readytogo III WholesalersRole amiddlemanbetween Criticism Disadvantage Advantages 1 tosavetimeandlaborforretailers 2 tosavetransportcostsandadministrationcostsfor 3 tosavewarehouserentandlaborcostsbothformanufacturersandretailers manufacturersandretailers Theyincreasecostsofgoods manufacturers ReadingText Back 33 DistributionChannels Goodsreachtheconsumerbyanumberofroutes Amanufacturercandistributethegoodstothefinalconsumersdirectly orthroughwholesalers orretailers Wholesalerspurchasegoodsfrommanufacturersandthenresellthem oftentoretailers Retailerssellgoodstothefinalconsumers RoyGoldmanownsageneralstoresituatedinabusyholidayresortintheSouthofEngland Asaretailer Roysellsawiderangeofgoods Althoughtheshopisaverybusyone Roydoesnotstocklargequantitiesofanyonetypeofgoods andthismeansthatheobtainsfewofhisgoodsdirectfromthemanufacturer 1 2 1 2 Back 3 34 Infact mostofRoy sordersareplacedwithwholesalers Thewholesaleroccupiesaplacebetweenthemanufacturerandretailerandisthereforesometimesknownasa middleman Roydealswithwholesalersinanumberofdifferentways insomecases particularlyfortobacco cigarettes sweetsandchocolate heplaceshisorderswithwholesalers salesrepswhovisithisshopfromtimetotime Forothergoodshewillvisitwholesalewarehouses selectwhathefeelswillsellwellandthenplaceorders Astheterm cash and carry suggests hepaysforthegoodsandtakesthemawayonthesameday Wholesalershavecomeinforcriticismbecausesomearguethattheyincreasecostsofgoodssincetheyoccupyastageintheprocessofgoodsreachingtheconsumers Infact theyplayanimportantpartintheprocessofgoodsdistribution 3 4 Back 4 5 6 7 35 Retailersmaywishtoordergoodsfromlargenumbersofmanufacturersandthiswouldsurelybeverytime consuming Bychannelingordersthroughawholesaler theretailerneedstocontactonlyonesourceformostofhisgoods Ontheotherhand bysellingalotofgoodstoonesource themanufacturercansavetransportcostsandadministrationcosts Thefollowingfigureshowsthereductioninthenumberofcontactswhichresultsfromthepresenceofawholesaler andhowawholesalerhelpsmanufacturerssavetransportandadministrativecosts 5 8 9 M M R R R M M R R R Wholesaler M ManufacturersR Retailers Back 36 7 6 Asmentionedabove Roydoesnotstocklargequantitiesofanyonetypeofgoodsandoftengoestothewholesalewarehousesforhisgoods andthismeansthewholesalerwilloftenstorehisgoodsinwarehouses Theseareexpensiveintermsofrentandlaborandthesecostsarealsosavedbytheretailerandmanufacturer Thewholesalerprovidesonelinkinthechainofgoodsdistribution Aswehaveseen thewholesalerperformsimportantfunctionsforbothmanufacturersandretailers Heispaidfortheseservices thoughthesepaymentsaddtocosts 7 Back 37 LanguagePoints 1 Para 2 RoyGoldmanownsageneralstoresituatedinabusyholidayresortintheSouthofEngland situate v toputsomethinginaparticularplace使 位于e g Thehouseissituatedonasmallhill 那座房子座落在一座小山上 Wesituatedourselvesintheseatsnearesttheexit 我们坐在离出口最近的位置 StructureAnalysis situatedin isapastparticiplephraseusedasattributive modifyinggeneralstore Translation 罗伊 戈德曼拥有一家杂货铺 位于英格兰南部一个繁忙的度假胜地 Back Theend 38 LanguagePoints 2 Para 2 Asaretailer Roysellsawiderangeofgoods awiderangeof awidevarietyof范围广泛的 各式各样的e g Thehoteloffersitsguestsawidevarietyofamusements 这个旅馆为住客提供了各种各样的娱乐活动 Translation 作为零售商 罗伊销售的货物种类很多 Back Theend 39 LanguagePoints 3 Para 2 Roydoesnotstocklargequantitiesofanyonetypeofgoodsandthismeansthatheobtainsfewofhisgoodsdirectfromthemanufacturer alargequantityof 大量的e g Thefactoryturnsoutalargequantityofpaperproducts 这家工厂生产大量的纸制品 direct adv inawaythatinvolvesonlythetwopeopleorthingsmentioned withnooneornothingelsecominginbetween直接地e g Itcostslessifyoubuyitdirectfromthemanufacturer 从生产商处直接进货的花费会少一些 Tobecontinued Back 40 LanguagePoints StructureAnalysis thatheobtains themanufacturer isanobjectclause usedastheobjectofmeans directfromthemanufacturer isanadverbphrase usedasanadverbialofmanner Translation 罗伊不会大量囤积任何一种商品 这意味着他很少从生产商处直接进货 Theend Back 41 LanguagePoints 4 Para 3 Infact mostofRoy sordersareplacedwithwholesalers placeanorderwithsb makearequestforproductswithsb 向某人订货e g I dliketoplaceanorderforsometeawithyou 我想从贵公司订购一些茶叶 StructureAnalysis Passivevoiceisusedinthesentence Itmeans Infact Royplacesmostofhisorderswithwholesalers Translation 事实上 罗伊大部分的商品是向批发商订购的 Back Theend 42 LanguagePoints 5 Para 3 Thewholesaleroccupiesaplacebetweenmanufacturerandretailerandisthereforesometimesknownasa middleman beknownas beregarded namedas被认为是 被称为e g Mr Johnsonwasknownasawalkingdictionary 约翰逊先生被称作一本活字典 Translation 批发商所占的位置在生产商和零售商之间 因此有时被人称为 中间人 Back Theend 43 LanguagePoints 6 Para 3 Astheterm cash and carry suggests hepaysforthegoodsandtakesthemawayonthesameday cash and carry alargeshopwherepeoplecanbuylargeamountsofgoodsatacheapprice oftensothattheycanthensellthemintheirownshops现付自运批发商场e g ThecustomersofCash Carrystorescanapplyforamembershipcardtogetdiscounts 现购自运批发商场的顾客可以申办会员卡 获得打折优惠待遇 Tobecontinued Back 44 LanguagePoints StructureAnalysis as isarelativepronoun introducinganon restrictiveattributiveclause modifyingtheantecedenthepaysforthegoodsandtakesthemawayonthesameday Translation 正如 现付自运 这个商用语表达的意思那样 他支付现款购货 当天把货提走 Theend Back 45 LanguagePoints 7 Para 4 Weinfor toreceivesomethingsuchascriticism遭到 批评等 e g Thedirectorhascomeinforalotofcriticismoverhishandlingoftheaffair 主管处理这次事务的方式遭到了很多批评 Tobecontinued Back 46 LanguagePoints StructureAnalysis Thisisacomplexsentenceincludinganadverbialclauseofreasonintroducedby because Theadverbialclauseincludesasub adverbialclauseofreasonintroducedby since modifyingtheobjectclause theyincreasecostsofgoods Translation 批发商受到批评 因为有人提出 在货物到达消费者的过程中批发商占据了一个环节 从而提高了货物的成本 Theend Back 47 LanguagePoints 8 Para 5 Bychannelingordersthroughawholesaler theretailerneedstocontactonlyonesourceformostofhisgoods channel v tomakesomethingfollowaparticularsystem输送 传送e g Allinformationoncoursesischanneledthroughtheadmissionsoffice 关于课程的所有信息都通过招生办公室发布出去 StructureAnalysis Bychannelingordersthroughawholesaler isaprepositionalphrase usedasanadverbialofmanner Translation 通过批发商渠道下订单 零售商只需和一个供货来源 批发商 联系 就可以订购大部分商品 Back Theend 48 LanguagePoints 9 Para 5 Thefollowingfigureshowsthereductioninthenumberofcontactswhichresultsfromthepresenceofawholesaler resultfrom tohappenorexistbecausesomethingelsehashappened源于 因 而发生e g Greatdangerscanresultfrommisconceivingoftheenemy sintentions 错误地估计敌人的意图就会招致巨大的危险 Hisillnessresultedfrombadfood 他的病是由于吃了变质的食物所致 Tobecontinued Back 49 LanguagePoints StructureAnalysis which istointroduceanattributiveclause modifyingtheantecedentthereduction Translation 下面的图表表明批发商的存在减少了 生产商与零售商 联系的次数 Theend Back 50 TranslationofText 分销渠道 Para 1商品通过若干线路中的一条到达消费者 生产商可以直接或者通过零售商 批发商分销商品给最终消费者 批发商通常从生产商那里购买商品 然后再销售出去 通常是销售给零售商 零售商向最终消费者销售商品 Para 2罗伊 戈德曼拥有一家杂货铺 位于英格兰南部一个繁忙的度假胜地 罗伊销售的商品范围很广泛 尽管商店生意兴隆 但罗伊不会大量囤积任何一种商品 这意味着他很少从生产商那里直接进货 Back 51 TranslationofText Para 3事实上 他大部分商品是向批发商订购的 批发商的位置处于生产商和零售商之间 因此有时被人称为 中间人 罗伊和批发商打交道有多种不同的方式 在有些情况下 特别是购买烟卷及其它烟草制品 糖果和巧克力时 他向批发商销售代表订货 这些销售代表不时到他商店来 对其它商品 罗伊常亲自到批发商的仓库去 挑选他心目中的畅销品 然后订货 正如 现付自运 这个名称所表明的那样 罗伊付现款购货 当天把货提走 Para 4批发商受到批评 因为有人提出 在货物到达消费者的过程中批发商占据了一个环节 从而提高了货物的成本 事实上 在分销的过程中批发商起着重要的作用 Back 52 TranslationofText Para 5零售商可能希望向众多的生产商订货 这肯定是很费时的 通过批发商渠道下订单 零售商只需和一个供货来源 批发商 联系 就可以订购大部分商品 另一方面 通过向一个供货来源售出许多商品 生产商可以节省运输和管理费用 下面的图表显示批发商的存在减少了 生产商与零售商 联系的次数和批发商如何节省运输和管理费用 Back 53 TranslationofText Para 6如前所述 罗伊无论对哪种商品都不大量存货 同时经常到批发商仓库进货 这意味着批发商会经常把商品存在仓库里 租金和人工的费用是昂贵的 而生产商和零售商却节省了这些费用 Para 7批发商为商品分销链添了一个环节 正如我们所见 批发商在生产商和零售商之间起到了至关重要的作用 批发商也因此获得了应得的酬劳 虽然这些支付增加了成本 Back 54 Task1 1 Howdoesamanufacturerdistributethegoodstothefinalconsumers 2 HowdoesRoydealwiththewholesalers Comprehension WorkinpairsandanswerthefollowingquestionsaccordingtotheText Amanufacturercandistributethegoodstothefinalconsumersdirectly orthroughretailersand orwholesalers Heplaceshisorderswithwholesalers salesrepswhovisithisshopfromtimetotime orvisitwholesalewarehousesanddocash and carry Back 55 Task1 3 Whatisthewholesaler sroleinthedistributionchannel 4 What sthecriticismforwholesalers Comprehension Awholesalerisamiddlemanbetweenmanufacturersandretailers Hepurchasegoodsfrommanufacturersandresellthemtoretailers Somepeoplesaywholesalersincreasecostsofgoods Back 56 Task1 5 Whataretheadvantagesofwholesalers Comprehension Theyhavethreeadvantages 1 tosavetimeandlaborforretailers 2 tosavetransportcostsandadministrationcostsformanufacturers 3 tosavewarehouserentandlaborcostsbothformanufacturersandretailers Back 57 Task2 1 Whomdothewholesalersoftenresellgoodsto a Finalconsumers b Retailers c Manufacturers d Roy 2 Whatisthecontextmeaningoftheunderlinedwordin thismeansthatheobtainsfewofhisgoodsdirectfromthemanufacturer a sellsb resellsc buysd distributes Comprehension Choosethebestanswertothefollowingquestions Back 58 3 Whyisthewholesalersometimesknownasa middleman a Becausethewholesalerwilloftenstorehisgoodsinwarehouses b Becausethewholesalerincreasescostsofgoods c Becausethewholesaleroccupiesaplacebetweenthemanufacturerandretailer d Becausethewholesalerisveryimportant 4 Bychannelingordersthroughawholesaler howmanysourcesdoestheretailerneedtocontactformostofhisgoods a Two b Several c Onlyone d Notmentioned Back Task2 Comprehension 59 5 Whatwillhappentothenumberofbusinesscontactswithoutthepresenceofawholesaler a Nochange b Reduced c Increased d Unknown 6 What stheauthor sattitudetowardswholesalers a Positive b Negative c Suspicious d Dissatisfied Back Task2 Comprehension 60 MakingDistributionModels SyndicateActivities Back Workingroups Discusstheadvantagesanddisadvantagesofdirectsalesandindirectsales andthencompletetheformbelow ActionOne Note IndirectSalesreferstoamanufacturer ssellinganddistributingproductsorservicesbyathird party suchasadistributororwholesaler ratherthanacompany spersonnel 61 Back bettercustomerservice betterimplementationofpricepolicy bettercontrolofmarket betterunderstandingofcustomerneedsasclosertomarket betterfeedbackfrommarket customers developbusinessslower increasecompanycashcost increasetransportcosts administrationcosts increasewarehouserent labor