tailieunhanh - Giáo trình Tiếng Anh chăm sóc khách hàng - Customers' services (dùng trong các trường trung học chuyên nghiệp): Phần 2

Nối tiếp nội dung của phần 1 cuốn giáo trình "Tiếng Anh chăm sóc khách hàng - Customers' services (dùng trong các trường trung học chuyên nghiệp)", phần 2 cung cấp cho người đọc các bài học: Distribution, 50 efective ways to win new customers, tips for successful business. nội dung chi tiết. | DISTRIBUTION Objectives - Mastering different channels of distribution - 1 low to deal well in your own business - Having good behavior Contents - Direct sale - Middlemen - Retailers wholesalers - Franchise stores and chain stores I. READING COMPREHENSION After a product has been manufactured the next step is to find out which methods and routes should be used to bring it to market. This involves channels of distribution. The channel of distribution or trade channel refers to the route the product takes on the way from the manufacturer or producer to the ultimate consumer. 47 Manufacturer 1 Customers 2 Retailers 4 Customers 3 Franchises wholesalers Retailers Retailers Customers Customers 5 Franchise store Wholesalers Retailers Customers Case 1 The shortest channel - direct sale. For example a grower sells product directly to a customer at a roadside stand. Case 2 3 and 5 Retailer is the bridge to the customers. Case 4 5 The longer channels with middlemen. Middlemen are people who take possession of merchandise and take title to it or arrange for transfer of ownership. The reason middlemen are needed is that a particular customer or consumer desires many products which come from many manufactures and it is impossible for the consumer to purchase every product from producers. For example in offices pencils papers desks lamps cabinets and many other products are used. Each of these products may be manufactured in a different part of the country. The office agent needs to be able to purchase different quantities of these items at a once place that is convenient for him. The job of a middleman is collecting the different products from the various manufacturers and then dividing them into amounts which the cus 48 tomers require. The middleman gives the products place utility by delivering or transporting them to where they arc needed. Two types of middlemen are merchant middlemen who actually take title to the merchandise and agent middlemen who arrange for the transfer