PART TWO: MINI-PRESENTATION

　　What is important when…?

　　Selecting the type of marketing channel 选择营销渠道时要注意哪些要点?

　　l Geographic concentration of the market 市场的地理分布情况

　　l Services provided by middlemen 中间商提供的服务

　　l

　　Geographic concentration of the market is an important factor to consider. When most of a firm’s prospective customers are concentrated in a few geographic areas, direct sales is practical. When customers are geographically dispersed, direct sale is likely to be impractical because of high travel costs. Sellers may establish branches in densely populated markets and use middlemen in less concentrated amrkets.

　　It’s also important to consider services provided by middlemen. Each producer should select middlement offering those marketing services that the producer either is unable to provide or cannot economically perform.

　　In addition, it’s important to consider the perishability of products. Some goods, including many agricultural products, physically deteriorate quickly. Other goods, such as clothing, perish in a fashion sense. Perishable products require direct or very short channels.

　　市场的地理分布情况是一个需要考虑的重要因素。当大部分公司的潜在客户分布的地理位置很集中，直接销售是切合实际的方法。当客户的地理位置分散，直接销售似乎是不实际的因为有很高的旅费。销售者应该在人口密集的市场建立分支同时在不集中的市场运用中间商。

　　考虑中间商提供的服务也很重要。每个制造商都应该选择能提供他们所不能提供或者经济上不可能实现的服务的中间商。

　　此外，考虑产品的易腐烂性也很重要。有些商品，包括许多农业产品，很容易腐烂。其他的商品，比如服装，则是很容易过时。易腐烂性的产品需要直接或者非常短的销售渠道。

　　PART THREE DISCUSSION

　　Opening a supermarket

　　Your company decides to open a supermarket in your city. You have been asked to help with it. Discuss the situation together, and decide:

　　l what factors the company should consider for high sales volumes

　　l how the company can recruit employees

　　新开一家超市

　　你们的公司决定在你们所居住的城市新开一家超市。请你们协助此事。讨论并决定：

　　l 为了使超市能达到高销售量公司应考虑哪些因素

　　l 公司如何招聘员工

　　A: There are many factors to consider. First, we must consider the location. I think the supermarket should be located in the downtown area.

　　B: If so, then the cost of renting the space would be high, and the parking spaces would be limited. I think our supermarket can be located in the uptown area. Because our supermarket may take large space, and the transport now is very convenient.

　　A: What about the atmosphere of the supermarket? I think we can use warm and bright colors to creat a warm atmosphere.

　　B: It sounds good. We can also pay some sort background music so that shoppers will enjoy their shopping. What’s more, we must keep the supermarket clean any tidy, and goods should be displayed in a way for consumers to find easily.

　　A: That’s true, the aisles should be wide enough for shopping trolleys to pass, employees should be dressed in a well-designed uniform. In one word, we must make the atmosphere appealing, then shoppers would like to shop in our supermarket.

　　B: Should we use scramble merchandising? I think we can offer pharmacies, and photo processing.

　　A: Yes, we can even offer banking services, which would be very convenient for consumers to draw money.

　　B: We are also given the task of offering suggestion for recruiting employees. What do you think we can do to recruit employees?

　　A: I think we can put an ad in a local newspaper.

　　B: We can also advertise the job on the Internet, young people often go online to search for recruitment news.

　　A: We may also ask a recruitment company to do the recruitment job for us.

　　B: But we’ll have to pay some money for it.

　　A: Well, as you know, the job of searching for, interviewing and selecting staff is difficult and time-consuming. What’s more, our managers may lack the skill of finding the right people.

　　B: All right, we can first put an job advertisement in newspapers or on the Internet, then ask a recruitment to recruit staff for us.

　　A: 这里有许多因素需要考虑。首先，我们必须考虑选址。我认为超市应该开在商业区。

　　B：如果这样的话，租金会很高，而且停车场有限。我认为我们的超市应该开在居民区。因为超市面积会很大，而且现在运输非常方便。

　　A： 超市的氛围应该怎样呢?我认为我们可以使用温暖和明亮的颜色来创造一个温暖的气氛。

　　B：听起来不错。我们也可以运用一些背景音乐这样可以让顾客享受他们的购物。而且我们必须保持超市的干净整洁，商品的陈列方式以顾客容易找到为准。

　　A:确实是这样，通道也应该足够宽敞以便于购物车的通过，员工身着设计精良的工作服。总而言之，我们必须营造吸引人的购物气氛。这样的话顾客才会愿意来我们的超市购物。

　　B：我们应该运用捆绑销售么?我认为我们可以提供药房和照片冲洗店。

　　A：是的，我们甚至可以提供银行服务，这样为顾客取款提供服务。

　　B：我们也可以为招聘员工提供建议，你认为我们应该怎样去招聘员工呢?

　　A：我认为我们应该在当地的报纸张贴广告。

　　B：我们也可以在网上做广告，年轻人通常会上网搜寻招聘信息。

　　A：我们也可以委托招聘公司为我们招聘。

　　B：但是这样花费很高。

　　A：就你所知，寻找工作、面试、选择员工是非常困难也是非常耗时的。而且，我们的管理者可能缺乏寻找合适员工的经验。

　　A：是的。我们首先可以在报纸和网络发布招聘信息，然后委托招聘公司为我们招聘员工。

　　(1) What services do wholesalers perform?

　　批发商提供哪些服务?

　　They can absorb inventory costs for manufacturers, help promote the products they sell, and provide both retailers and producers with valuable information about product demand, buying trends, and prices, etc.

　　(2) What do you think nonstore retailing includes?

　　非商店零售都包括哪些形式?

　　Nonstore retailing includes in-home selling, direct marketing, and vending machines.

　　(3) What do you think are the advantages and disadvantages of vending machines?

　　自动售货机有哪些优缺点?

　　Vending machines offer the advantage of 24-hours-a-day operation with no sales staff. The main drawback includes the costs of frequent servicing and needed repairs, as well as the threat of vandalism.

　　(4) What are the types of wholesalers?

　　批发商有哪几种类型?

　　They are merchant wholesalers, brokers and agents, manufacturers’ and retailers’ branches and offices, and miscellaneous wholesalers.

　　(5) Do you think the location of a retail store important? (Why?/Why not?)

　　你认为零售店的地点很重要吗?(为什么?)

　　The location of a retail store is very important, because a good location can offer high profits for the store.

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