经贸英语3.ppt

Vocabulary(1) intermediary Agent or other person or firms through whom business is done. merchandising Organization the display and promotion of goods for sale. bookkeeping Keeping of the financial records of a company or an organization. broker Person who acts as a middleman in negotiating bargains or contracts. franchise Business arrangement in which an individual obtains rights from a larger company to sell a well-know product or service. Vocabulary (2) royalty Shares of profits or receipts paid to an owner of a patent, copyright for the use of it. disgruntled Discontented; upset fraudulent Characterized by; constituting, or gained by fraud Principal Person company which is represented by an agent. fiduciary Trustee pertaining to the holdings of something in trust. 1.Introduction wholesaling retailing franchise agency 2. Wholesaling (1) The nature of wholesaling It includes all marketing transaction in which purchase are intended for resale or are used in making other products. Major wholesaling activities New types of wholesalers Merchant wholesalers, agents and brokers, Manufacturers’ sales branches, organizations 2. Wholesaling (2) Vertical integration: it establish foreign subsidiary that supply inputs going to finish goods.(Oil industry) Horizontal integration: it establish foreign subsidiary to produce identical product overseas then put all parts altogether. (Boeing Airbus) 3. Retailing (1) Retailing utilities Product utilities Place utilitiesthey move products from wholesalers to the location of demand; Time utilitiesthey make inventories stocks available when consumers want them; Possession utilitiesthey assume risk through ownership and financing inventories. Service utilitiesproduct utilities and form utilities, unique aspects of service are; Intangible nature; Localize Perishability 3. Retailing (2) Product assortments Specialty storeit has fewer product lines, but there is much more depth in the lines they do carry; Discount storeit has a wide p