Advertising. Comprehension check

UNIT 16

Comprehension check.

FUNCTIONS OF MARKETING INTERMEDIARIES

Comprehension check.

1. What does vertical channel integration mean?

2. What is a vertical marketing system?

3. Identify examples of the three types of VMSs.

Marketing intermediaries perform various functions that help distribution channel to operate smoothly: buying, selling, storing, and transporting products. Some intermediaries also sort and grade bulky items. Wholesalers dealing with fresh fruit and vegetables, for example, sort them according to size, colour, and degree of ripeness; and then repack them in smaller boxes.

Another important function is providing other channel members with information. Many wholesalers and retailers use scanners and computer technology to measure who is buying producers’ goods, how much they are buying, and how often.

By buying a manufacturer’s output, intermediaries provide the producer with the necessary cash flow to pay workers and buy new equipment. By selling they provide consumers or other intermediaries with desired goods and services. The buying/selling function of intermediaries makes the distribution channel more efficient. It facilitates the exchange process because it reduces the number of transactions needed between the producer and the consumer. Think about it: if each of four manufacturers sold directly to four consumers, this would require sixteen separate transactions. An intermediary cuts the number of transactions to eight.

Marketing intermediaries enter a channel of distribution because they can perform some activities more efficiently or less expensively than the manufacturer or other channel members. Sometimes their efficiency wanes and they must be replaced, but someone in the channel must perform the vital distribution functions.

1. What are the functions of marketing intermediaries?

2. Why is the buying/selling function of intermediaries considered to be very important?

3. Why do marketing intermediaries enter a channel of distribution?

Grammar: Gerund vs. Infinitive vs. Participle

Assignment 1. Read and translate the following words and phrases.

to advertise – рекламувати;

advertisement (ad, advert) – реклама;

advertising – рекламування, реклама; ~ agency – рекламна агенція; ~ campaign – рекламна кампанія; product ~ – реклама виробів або продукції; institutional / corporate ~ – реклама, розрахована, головним чином, на створення популярного іміджу (фірми, організації тощо); persuasive ~ – стимулююча / мотивуюча реклама; reminder-oriented ~ – реклама, спрямована на нагадування; outdoor ~ – зовнішня реклама; direct mail ~ – реклама поштою; ~ message – рекламне повідомлення; ~ expenditures – витрати на рекламу; retail ~ – реклама роздрібної торгівлі; trade ~ – торговельна реклама; industrial ~ – промислова реклама;

promotional tools – засоби, що сприяють збуту;

personal selling – особистий продаж;

word-of-mouth – усно, на словах; розголос, чутка;

non-personal sales communication – неособисте спілкування щодо продажу;

(mass) media (pl); medium (sing) – мас медіа, засоби масової інформації;

publicity – пабліситі, реклама, гласність, публічність;

to persuade – переконувати;

to remind – нагадувати;

initial demand – початковий попит;

product life-cycle – життєвий цикл продукту;

stage – стадія, фаза; syn. phase; introductory ~ – стадія впровадження; growth ~ – стадія розвитку; maturity ~ – стадія зрілості; decline ~ – стадія спаду.

billboard – стенд;

poster – плакат;

leaflet – рекламна листівка;

booklet – брошура;

printed matter – друкована продукція;

to be a tremendous shopping aid for customers – бути величезною допомогою покупцям під час відвідування магазинів;

to benefit – отримувати користь, мати зиск;

to deal in – торгувати чимось;

to deal with – торгувати з кимсь, бути клієнтом; мати справу з кимсь/чимось.

Assignment 2. Read and translate the following text.

Дата добавления: 2014-11-29