资源简介

(共46张PPT)
口语教程 专业篇
世纪商务英语
Ⅰ
How do we distribute
our products
Unit 4
目 录
CONTENTS
Warming Up
1
2
Scaffolding
3
Focus In
4
Explore More
Unit 1
Learning Objectives
After studying this unit, you are expected to:
tell the differences between direct and indirect distributions;
know how to introduce a famous cross-border e-commerce platform.
Part One
Warming Up
Warming Up
A. Listen to a piece of material about distribution channels and complete the chart below.
Indirect
Direct
Manufacturer
Manufacturer
Wholesaler
Retailer
Consumer
Consumer
Script
B. Based on the information from A, try to give examples of companies using direct
distribution and those using indirect distribution.
Warming Up
Distribution is one of the four elements of the marketing mix. Distribution is the process of making a product or service available for the consumers or business users that need it. There are two channels of distribution available to companies, one is direct distribution, and the other one is indirect distribution. Direct distribution refers to distributing a product directly from the manufacturer to the consumer. For example, Dell Computers provides its product to its target customers directly. The advantage of direct distribution is that it gives a manufacturer complete control over their product. Indirect distribution involves distributing your product by using an intermediary. For example, a manufacturer sells its product to a wholesaler, and the wholesaler resells it to the retailer, and finally the retailer sells it to the consumer.
　In a word, distribution strategy is about how effectively a company gets its product to consumers and end panies can sell their products directly to the consumers or through intermediaries. The best distribution strategy will depend on the product needing to be distributed and the “wants and needs” of the company’s customers.
Script
Back
Part Two
Scaffolding
Scaffolding
1. quarter / kw t (r)/n. 季度 ;季
译　文
Scaffolding
2. transform /tr ns f m/
v. 转型；转变
3. upgrade / pɡre d/
v. 升级；提高;改进;提升
A. Within a quarter of an hour, it had got dark.
B. Sales for the first quarter of the year have dropped from 66.5 million to 58.7 million dollars.
C. Prices have fallen by a quarter since this January.
Exercise 1: Can you tell the different meanings of the word “quarter” in different contexts
译　文
A. 一刻钟；15分钟
B. 季度
C. 四分之一
Scaffolding
译　文
Exercise 2 : Tell the com- plete forms of the abbrevia- tions below.
OEM
B2B
B2C
4. distribution / d str bju n/
n. 分销，配送，流通
5. distribution channel 分销渠道
6. wholesale price 批发价
7. OEM production
贴牌生产；定牌生产
8. cross-border e-commerce
跨境电商
Original equipment manufacture
Business to Business
Business to Consumer
9. B2B model
企业对企业的电子商务模式
10. B2C model
企业对消费者的电子商务模式
Scaffolding
译　文
11.specific/sp s f k
adj. 明确的；具体的
Scaffolding
译　文
译文
　　受当下全球低迷的市场经济影响，博艺艺术品贸易公司的业务出现下滑。李岩和张建就此商讨分销策略。
张建： 李，你看起来有心事。怎么了？
李岩： 今年第一季度的销售量还是没有达到我们的预期。
返　回
译文
张建： 这确实是个不好的消息。这几年全球市场经济持续低迷，像我们这样的贸易
公司遭遇重创是件很自然的事情。
李岩： 你说得没错。这就是为什么这几年我们如此被动。对于这个困难，你有什么
应对高见吗？
张建： 在我看来，对我们来说这其实是个转型升级的良机。
李岩： 请接着说。
返　回
译文
张建： 建司以来，我们的重心一直保持在几个国外的大客户上。公司的发展也得益
于不断扩大的海外市场份额。不幸的是，受低迷的全球经济影响这些国外大
客户的需求出现了下滑。我认为我们应努力开源才行。
李岩： 我听懂你的意思了。你是说我们应寻找更多的潜在客户来拉动我们的生产对
吗？事实上，我们已经加大力度改善我们的分销渠道了。我们向海外代理们报更优惠的批发价。我们也接受贴牌生产来满足某些特殊订单的需求。
返　回
译文
张建： 这我知道。这些措施确实助力不少，但这都是些传统的做法。为什么我们不
尝试跨境电商？如今真的很火。
李岩： 事实上，我们在阿里巴巴批发网开店已多年，而且在那儿我们也收获了许多
订单。
张建： 这不一样的。阿里巴巴批发网是B2B平台，而我说的是B2C模式。
李岩： B2C的电子商务模式？
返　回
译文
张建： 没错。意思是企业对消费者的电子商务模式
李岩： 听起来挺有意思！你能说得再详细点吗？
张建： 当然。咱们边走边聊吧。
返　回
DRILL
Read the dialogue aloud with the help of the courseware.
A. Translate the following sentences into English and practice them orally.
今年第一季度的销售额还是没有达到我们的预期。
对我们来说这其实是个转型升级的良机。
受低迷的全球经济影响，这些国外大客户的需求出现了下滑。
1. Sales for the first quarter of this year still failed to meet our expectations.
TASKS
Scaffolding
2. This is a very good opportunity for us to transform and upgrade.
3. The demand from these big foreign clients have been declining due to the weak global economy.
我们已经加大力度改善我们的分销渠道了。
阿里巴巴批发网是一个B2B模式的平台，而跨境电商是在B2C模式下运行。
We have put more efforts into bettering our distribution channels.
Scaffolding
is a B2B modle platform, while cross-border e-commerce runs under the B2C model.
B. Work in groups. Brainstorm the advantages of cross-border e-commerce for export
companies. The more, the better.
Scaffolding
Advantages of cross-border e-commerce for export companies:
1. to spare the intermediary and shorten the supply chain;
2. to save distribution cost;
3. to get an easier access to customers;
4. to deal with orders more efficiently;
5. to make more profit.
Scaffolding
译　文
Scaffolding
1. direct sales
直销
2. ultimate consumers
最终消费者
Exercise 1: Tick out the advantages of B2C model mentioned in the dialogue.
◆ reduce costs
□ increase in demand
◆ increase competitiveness
□ global access
译　文
3. preference / prefr ns
n. 偏爱；爱好
Scaffolding
Exercise 2: List some B2B and B2C model platforms.
B2B:
B2C:
platforms: Alibaba, ECPlaza, Tradekey, Exporthub, etc.
译　文
platforms: Tmall, , Lazada, Amazon, etc.
4. a package of
一系列
5. survive /s va v/
v. 存活；生存
Scaffolding
译　文
Scaffolding
译　文
译文
　　张和李继续就公司销售量下滑的问题商讨解决措施。
李岩： 看样子你似乎对跨境电商做了大量的研究哦。
张建： 是啊，我一直对新兴事物很感兴趣，我关注它已经有好些年头了。跨境电商
正在全球范围内蔓延，刺激全世界的顾客向国外商家直接在线购买。
返　回
译文
李岩： B2B和B2C模式的主要区别是什么？
张建： B2B是企业对企业的电子商务模式，适合通过网络进行交易的公司。而B2C是
企业对消费者的电子商务模式，适合通过网络把产品直接销售给消费者的公司。
李岩： 那么，B2C有什么优势呢？
张建： B2C模式不需要中间商，因此降低了出售给最终消费者的商品成本，也增强
了产品在同类产品中的竞争力。
返　回
译文
李岩： 如果我们要做B2C，首先要做什么呢？
张建： 我们应先了解国外消费者的偏好，选择能迎合国外市场的产品。
李岩： 这能从我们过去几年的销售数据中获得。
张建： 然后要选择一个为外贸企业提供一站式服务的跨境电商平台。
返　回
译文
李岩： 你都了解哪些跨境电商平台呢？
张建： 速卖通、亚马逊、易趣和Wish都是较受国内外贸企业欢迎的跨境电商平台。
李岩： 我想它们都各有各的风格和特色吧？
张建： 你说得没错。速卖通的侧重点在新兴市场，比如南美洲。亚马逊和易趣是两
家相当知名的跨境电商平台，我想你一定很熟悉了。而Wish是新兴的基于App
的跨境电商平台，在美国有非常高的人气。
李岩： 为了做出正确的决定，看来我们很有必要做个市场调研。
张建： 那当然啦。而且，我们还可以跟分销平台合作，这样能使我们的生意做得更
得心应手。
返　回
译文
李岩： 谢谢你，张。你真的帮了个大忙。
张建： 不客气。据我所知，政府将出台一系列的优惠政策来扶持跨境电商的发展。
如果我们利用好跨境电商，那么我们就能在市场中存活下来。
返　回
(　 ) 1. 市场调研 a. ultimate consumers
( 　) 2. 外贸企业 b. foreign trade enterprises
( 　) 3. 最终消费者 c. market survey
( 　) 4. 跨境电商手机应用程序 d. favorable policies
( 　) 5. 优惠政策 e.cross-border e-commerce App
DRILL
Read the dialogue aloud with the help of the courseware.
Scaffolding
A. Match the following Chinese expressions with their English translation.
TASKS
C
B
A
E
D
B. Answer the questions with the information in the dialogue.
Scaffolding
What are the main differences between B2B and B2C model
What are the advantages of B2C model
Which cross-border e-commerce platforms are popular among foreign trade enterprises in China
B2B refers business to business, which is suitable for companies performing business transactions via the Internet. However, B2C means business to consumer, which is suitable
for companies performing direct sales via the Internet.
B2C model removes the need for middlemen, thus reduces the cost of the goods for the
ultimate consumers, and increases the competition between the same kinds of goods.
Aliexpress, Amazon, ebay, and Wish.
B. Answer the questions with the information in the dialogue.
Scaffolding
Which market does Aliexpress focus on
What is the government’s attitude towards the development of cross-border e-commerce
Aliexpress focuses on the newly developed markets like South America.
A package of favorable policies will be carried out to support the development of cross-
border e-commerce.
Part Three
Focus In
Choosing the right distribution channel for products is quite significant to the
success of a business.
A direct distribution helps a company improve its relationship with the
customers.
If a company uses direct sales strategies, chances for growth are limited by
the size of the sales force.
Retailers help manufacturers gain access to a wider customer base, and
reduce the cost of dealing with large numbers of small customer groups.
Manufacturers have no control over the relationship between retailers and
customers.
In a distribution chain, wholesalers provide an important connection between
manufacturers, retailers, and ultimate consumers.
Focus In
ABOUT DISTRIBUTION CHANNELS
Wholesalers usually buy goods from manufacturers, hold stock in warehouses
or distribution hubs, and resell products to retailers.
An intermediary or a middleman acts as a bridge between the manufacturer
and the retailer.
Focus In
ABOUT DISTRIBUTION CHANNELS
Cross-border e-commerce enables online consumers to purchase from online
sellers or e-commerce websites of other countries across the world.
Online consumers prefer to shop from other countries to get products at
lower prices.
Even though cross-border e-commerce has disadvantages such as high
shipping costs, long delivery time, language barriers, and inferior products
that do not match descriptions, it is still preferred by online consumers.
It is reported that cross-border e-commerce contributes 25% of overall global
e-commerce sales, and it is expected to reach even higher in the coming
decade.
Overseas shopping is carried out prominently in Canada, the U.S., Australia,
China, Singapore, Japan, and India.
Focus In
ABOUT CROSS-BORDER E-COMMERCE
In this unit, you’ve learned about distribution channels. Now work with your partner, and make a dialogue on the topic “The Advantages & Disadvantages of Indirect Distribution”. The sentences from Focus In may help you.
Focus In
Practice 1 Pair Work
Recommended Key Points of the Dialogue:
Provide Transactional Functions
Burden Sharing, Cost and Time Saving
Adversely Affect Revenue and Communication Control
Products are Sidelined
Think about this question yourself and present your idea to your classmates. The sentences
from Focus In may help you.
Focus In
Practice 2 Individual Work
“As a buyer, are you willing to do overseas shopping Why or why not ”
Part Four
Explore More
In this unit, we learnt about B2B and B2C model. Whether you agree or not, e-commerce changes us a lot, ranging from lifestyle to consumption habits. As
one of the branches, online shopping brings us a wider variety of shopping options, great convenience, and high efficiency. Nowadays, more and more people prefer to shop items online. How about you In fact, China has become the largest online market around the world. A number of online shopping platforms commit themselves to overtake rivals, and gain more market share.
Explore More
Explore More
Here are some household online shopping platforms in China. Search them online, and discuss their patterns.
e.g. What have you ever bought How do you feel about the commodity or service Will you recommend it to your friends, why or why not ....
Explore More
Have you ever shopped on one of the above-mentioned shopping platforms Talk about your own shopping experience.
Thank You

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