Unit 19. Wholesaling

Active Vocabulary

wholesaling provide channels indirect channels wholesaling middleman retailer complicated channels chain movement wholesale unit to earn salary merchant wholesaler	оптова торгівля забезпечувати систему збуту непряма система збуту оптовий покупець (посередник) роздрібний торговець складна система збуту система об’єднання оптове підприємство заробляти зарплату оптовий покупець
to require the goods as ownership	придбати товари у власність
agent middle negotiate purchase or sales receive the commission grocery handle assortment total sales middleman	посередник між виробником і покупцем вести переговори з питання купівлі або продажу отримувати процент від продажу бакалія управляти асортимент загальний продаж посередник

Wholesaling is a part of 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 the one-third of total sales.

Two-third of the wholesaling middlemen are merchant wholesalers who require the goods as ownership 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. These agents don't earn salaries. They receive commissions. 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.

Exercise 1. Give the English for:

оптова торгівля, забезпечувати систему збуту, непряма система збуту, оптовий посередник, роздрібний торговець, система об’єднання, оптове підприємство, придбати товар у власність, отримувати процент від продажу, управляти, загальний продаж, посередник.

Exercise 2. Put the necessary word in the sentence:

wholesalers, require ownership, retailer, stock, channels, assortment, receive the commissions, middleman.

1. They use both direct and direct … of distribution.

2. Agent middleman do not … to the goods they deal in.

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

4. A supermarket may … thousands of commissions items.

5. Usually a wholesaler handles a large … of items of numerous manufactures.

6. Agent middleman don’t earn salaries, they ….

7. A wholesaler doesn’t deal with the customer, he does with ….

8. … simplify the problems of manufactures.

Exercise 3. Translate the following questions:

1. Оптова торгівля – важливий елемент ринкової системи.

2. Товари ідуть від оптового посередника до споживача через роздрібного торговця.

3. Непряма система збуту більш прийнятна.

4. Оптові покупці купують товар.

5. Посередник отримує відсоток від продажу.

6. Посередник звичайно веде переговори на предмет купівлі або продажу.

7. В цьому магазині гарний асортимент товару.

8. Ми змушені дорого платити за доставку.

Exercise 4. Answer the following questions:

1. What is the aim of the wholesaling?

2. How can you describe a direct channel 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 the difference?

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

Дата добавления: 2015-05-26