Wholesaling

WHOLESALING

UNIT 17

MODULE 3 FORMS OF TRADE

Comprehension check.

1. What is the difference between PR and advertising? Give your own examples of both.

2. Compare PR in business, show business and politics.

Grammar: Conditional Sentences. Zero and First Conditionals.

Assignment 1. Read and learn the following words and word combinations. wholesaling – гуртова торгівля;

merchant wholesaler – гуртовий торговець, гуртовик, гуртовик-покупець;

commission merchant – гуртовий торговець, який купує товари для продажу за комісійну винагороду;

manufacturer’s agent – торговий агент промислової фірми;

sales agent – агент зі збуту;

broker – брокер;

manufacturer’s sales branch – гуртове торговельне відділення промислової компанії;

manufacturer’s sales office – гуртова торговельна контора промислової компанії;

jobber – комісіонер, маклер;

to deal in – торгувати;

full-service wholesaler – гуртовик, що надає широкий спектр послуг;

entire range – цілий ряд;

to arrange for credit – надавати кредит;

to support promotional activity – підтримувати діяльність, пов’язану з просуванням товару;

customer assistance – обслуговування клієнтів;

general merchandise wholesaler – гуртове підприємство з широким асортиментом товарів;

limited-line wholesaler – гуртове підприємство, що реалізує товари обмеженої групи в широкому асортименті;

specialty-line wholesaler – вузькоспеціалізоване гуртове підприємство;

limited-service wholesaler – гуртовий торговець, що надає покупцям лише обмежені послуги;

cash-and-carry wholesaler – гуртове підприємство самообслуговування для роздрібних магазинів на умовах оплати готівкою і без доставки товарів;

truck wholesaler/truck (jobber/wagon jobber) – гуртове підприємство, яке перевозить товари для клієнтів для їх інспектування та відбору на місці;

rack jobber – гуртовий торговець, що постачає промислові вироби в аптеку, супермаркет або інший великий продовольчий магазин;

drop shipper/desk jobber – гуртове підприємство, яке розподіляє замовлення між роздрібними підприємствами;

mail-order wholesaler – гуртове підприємство, яке приймає замовлення за каталогами і доставляє товари поштою;

to solicit – клопотатися;

to extend credit – подовжити термін кредиту;

to complement – доповнювати, комплектувати.

Assignment 2. Read and translate the text.

Wholesaling comprises all transactions in which the purchaser intends to use the product for re-sale, for making other products or for general business operations. It does not include exchanges with ultimate consumers. Wholesaling establishments are engaged primarily in selling products directly to industrial, reseller (e.g. retailers), government and institutional users.

A wholesaler is an individual or organization engaged in facilitating and expediting exchanges that are primarily wholesale transactions.

Wholesalers generally fall into such categories: merchant wholesalers; commission merchants, agents, and brokers; and manufacturer’s sales branches and offices. Merchant wholesalers constitute the largest part.

A merchant wholesaler is a middleman that purchases goods in large quantities and then sells them to other wholesalers or retailers and to institutional, farm, government, professional, or industrial users. Merchant wholesalers usually operate one or more warehouses where they receive, take title to, and store their goods. They are sometimes called distributors or jobbers. Distributors are firms that buy and sell on their own account but tend to deal in the goods of only certain specified manufacturers.

Merchant wholesalers may be generally classified as full-service wholesalers or limited-service wholesalers, depending on the number of services provided. Full-service wholesalers perform the entire range of wholesaler functions. They deliver goods, supply warehousing, arrange for credit, support promotional activities, and provide general customer assistance. This category includes: general merchandise wholesalers, l imited-line wholesalers and specialty-line wholesalers.

In contrast to full-service wholesalers, limited-service wholesalers assume responsibility for a few wholesale services only. This category includes cash-and-carry wholesalers, truck wholesalers, rack jobbers, drop shippers and mail-order wholesalers.

Commission merchants usually carry merchandise and negotiate sales for manufacturers, but they do not take title to the goods they sell. In most cases, commission merchants have the power to set the prices and terms of sale. They are generally paid commissions by the manufacturer or producer they represent.

An agentis a middleman that facilitates exchanges, represents a buyer or a seller, and often is hired permanently on a commission basis. When agents represent producers they are known as sales agents or manufacturer's agents. A sales agent may represent one or several manufacturers on a commission basis. The agent solicits orders for his or her manufacturers within a specific territory.

A broker is a middleman that specializes in a particular commodity, represents a buyer or a seller, and is likely to be hired on a temporary basis. Brokers may perform only the selling function or both buying and selling, using established contacts or special knowledge of their field. They are generally paid commissions by the sellers.

A manufacturer’s sales branch is, in essence, a merchant wholesaler that is owned by manufacturer. Sales branches carry stock, extend credit, deliver goods, and offer help in promoting products. Their customers are retailers, other wholesalers, and industrial purchasers.

A manufacturer’s sales office is essentially a sales agent that is owned by a manufacturer. Sales offices may sell not only the products of the owning firm but also certain products of other manufacturers that complement their own product line.

Assignment 3. Answer the following questions.

1. Is there a distinction between wholesalers and wholesaling? If so, what is it?

2. What categories do wholesalers fall into?

3. What is a merchant wholesaler?

4. How can merchant wholesalers be classified?

5. What are the functions of full-service wholesalers?

6. How are full-service wholesalers classified?

7. What are the functions of limited-service wholesalers?

8. How are limited-service wholesalers classified?

9. What are the functions of commission merchants?

10. Define the terms ‘an agent’/‘sales agents’.

11. What is ‘a broker’ and what functions can he perform?

12. What is the difference between manufacturer’s sales branches and manufacturer’s sales offices?

Assignment 4. Indicate by circling the appropriate response whether each of the following statements is true (T) or false (F). If it is false, say why.

T F 1. Commission merchants carry merchandise, negotiate sales for manufacturers and take title to the goods they sell.

T F 2. Full-service wholesalers assume responsibility for a few wholesale services.

T F 3. A broker is a middleman that facilitates exchanges, represents a buyer or a seller, and often is hired permanently on a commission basis.

T F 4. Distributorsare firms that buy and sell on their own account but tend to deal in the goods of only certain specified manufacturers.

T F 5. Sales offices may sell not only the products of the owning firm but also certain products of other manufacturers that complement their own product line.

T F 6. Wholesaling is selling goods and services to the ultimate consumer.

T F 7. Merchant wholesalers are sometimes called brokers.

Assignment 5. Translate and study the following definitions.

Limited line wholesalers	Middlemen who carry a wide product mix but offer limited depth within the product lines.
Generalmerchandise wholesalers	Wholesalers that carry only a few product lines but offer an extensive assortment of products within those lines.
Limited service wholesalers	Middlemen who provide only some marketing services and specialize in a few functions.
Full service wholesalers	Middlemen who offer the widest possible range of wholesaling functions.
Rack jobbers	Specialty line wholesalers that own and maintain their own display racks in supermarkets and drugstores.
Specialty line wholesalers	Middlemen who carry the narrowest range of products, usually a single product line or a few items within a product line.
Drop shippers	Intermediaries who take title to goods and negotiate sales but never take actual possession of products.
Mail order wholesalers	Wholesalers that use catalogues instead of sales forces to sell products to retail, industrial and institutional buyers.
Truck wholesalers	Limited service wholesalers that transport products directly to customers for inspection and selection.
Cash-and-carry wholesalers	Middlemen whose customers will pay cash and furnish transport.
Distributors	Firms that buy and sell on their own account but tend to deal in the goods of only certain specified manufacturers.
Merchant wholesalers	Wholesalers that take title to goods and assume the risks associated with ownership.

Assignment 6. Put questions to the italicized words or phrases.

1. Merchant wholesalers may be classified as full-service wholesalers or limited-service wholesalers. 2. A wholesaleris engaged in facilitating and expediting exchanges. 3. Merchant wholesalers usually operate one or more warehouses. 4. This category includes cash-and-carry wholesalers and truck wholesalers. 5. Commission merchants are generally paid commissions. 6. The agent solicits orders for his or her manufacturers.

Assignment 7. Translate into Ukrainian.

The purchaser intends to use the product for re-sale; a wholesaler is engaged in facilitating and expediting exchanges; to operate one or more warehouses; distributors sell on their own account; certain specified manufacturers; entire range of wholesaler functions; to arrange for credit; to provide general customer assistance; to assume responsibility; to negotiate sales; to specialize in a particular commodity; in essence.

Assignment 8. Translate into English.

Обмін з кінцевими споживачами; складати найбільшу частину; придбати право власності на товари; мати тенденцію торгувати товарами; залежати від кількості забезпечених послуг; підтримувати діяльність, пов’язану з просуванням товару; на відміну від гуртовиків, що надають широкий спектр послуг; в більшості випадків; встановлювати ціни та умови продажу; постійно наймати; на комісійній/тимчасовій основі; встановлені контакти; доповнювати групу однакових товарів.

Assignment 9. Replace the Ukrainian words and phrases by appropriate English equivalents. Translate the sentences.

1. Approximately 85 per cent of all prescribed medicines sold in Europe go through (гуртові торговці) that are within national borders. 2. (Гуртове підприємство, яке реалізує товари обмеженої групи у широкому асортименті) for industrial goods serve relatively large geographic areas and provide technical expertise. 3. To provide sales assistance to retailers (вузькоспеціалізовані гуртові підприємства) may arrange merchandise. 4. (Гуртові підприємства, які користуються каталогами для продажу товарів) generally feature cosmetics, sporting goods, business and office supplies, and car parts. 5. (Гуртові торговельні контори промислової компанії) sell products and provide support services for the manufacturer’s sales force in a given location.

Assignment 10. Match the pairs of synonyms. Use any 5 words in the sentences of your own.

A: assistance; truck wholesaler; ultimate consumer; to expedite; middleman; to negotiate; to constitute; desk jobber.

B: to accelerate; to comprise; wagon jobber; drop shipper; to discuss; support; intermediary; end user.

Assignment 11. Match the pairs of opposites. Use any 5 words in the sentences of your own.

A: full-service wholesaler; permanently; to facilitate; entire; to extend; purchaser.

B: to shorten; seller; incomplete; limited-service wholesaler; to hamper; temporarily.

Assignment 12. Fill in the blanks with prepositions. Translate the passage.

General merchandise wholesalers are middlemen who carry a wide product mix but offer limited depth... the product lines. They deal... such products as medicines, hardware, non-perishable foods, cosmetics, detergents and tobacco. General merchandise wholesalers develop strong, mutually beneficial relationships... local grocery stores, hardware and appliance shops, and local department stores, which are their typical customers. The small retailers often obtain everything they need... these wholesalers. General merchandise wholesalers provide industrial customers... supplies and accessories and are sometimes called industrial distributors.

Assignment 13. Fill in the blanks with an appropriate word or phrase.

Дата добавления: 2014-11-29