Продукты и каналы его распределения. Product and Channels of its Distribution

Т.Т. Хвостовицкая

ПРОДУКТ И КАНАЛЫ 
ЕГО РАСПРЕДЕЛЕНИЯ 

Product and Channels 
of its Distribution

Учебное пособие  
по английскому языку 

3-е издание, стереотипное

Москва 
Издательство «ФЛИНТА» 
2023

УДК 811.111+658.8(075.8) 
ББК 65.291.3+81.432.1я73 
         Х33 

Рецензент

доцент Л.Н Жирнова 

Х33      

Хвостовицкая Т.Т. 
Продукты и каналы его распределения. Product and Channels of 
its Distribution : учебное пособие по английскому языку / Т.Т. Хво-
стовицкая. — 3-е изд., стер. — Москва : ФЛИНТА, 2023. — 65 с. 
— ISBN 978-5-9765-3996-9. — Текст : электронный.

В пособии глубоко и всесторонне рассмотрены каналы сбыта 
продукта и его параметры. Изложена структура сбытовой сети. 
Пособие преднозначенно для студентов элективных курсов, 
магистрантов 
и 
аспирантов, 
специализирующихся 
по 
специальности «Коммерция». 

УДК 811.111+658.8(075.8) 
ББК 65.291.3+81.432.1я73 

ISBN 978-5-9765-3996-9     
© Хвостовицкая Т.Т., 2018
© Издательство «ФЛИНТА», 2018

Оглавление

Предисловие.................................................................. 4

Lesson 1.......................................................................... 6

Lesson 2.......................................................................... 7

Lesson 3.........................................................................11

Lesson 4.........................................................................14

Lesson 5.........................................................................17

Lesson 6.........................................................................20

Lesson 7.........................................................................22

Lesson 8.........................................................................25

Lesson 9.........................................................................28

Lesson 10.......................................................................32

Lesson 11.......................................................................37

Lesson 12.......................................................................41

Lesson 13.......................................................................45

Lesson 14.......................................................................48

Lesson 15.......................................................................52

Problems for reports.......................................................57

Glossary .........................................................................59

Предисловие

Пособие «Каналы сбыта продукта» имеет цель решить 

одну из самых важных проблем современной экономики. 
Пособие состоит из 3-х разделов: 15-ти юнитов; 15-ти тем 
для докладов и Глоссария. Пособие построено в форме 
диалогов, что неуклонно способствует развитию навыков 
устной речи и легкому усваиванию трудных моментов 
изучаемого 
вопроса. 
Пособие 
рассматривает 

распределение 
потребительских 
товаров, 
определяет 

факторы, 
влияющие 
на 
выбор 
канала 
сбыта, 
дает 

ориентацию новым компаниям по выбору каналов сбыта 
для 
их 
новой 
продукции. 
Очень 
профессионально 

рассмотрен вопрос одновременного использования многих 
каналов сбыта с учетом точек зрения производителя и 
посредников. Определены факторы, влияющие на выбор 
посредников при сбыте продукции. Четко, с точки зрения 
законодательства, 
обозначены 
права 
и
обязанности

производителей и посредников и их партнерские отношения 
и, наконец, дана оценка каналов сбыта. В конце пособия 
дан перечень тем для докладов и дискуссий “Problems for
Reports”. Можно рекомендовать преподавателю регулярно 
проводить слушание и обсуждение докладов после каждой 
изученной темы. Или дать их как вопросы к итоговому 
контролю.

Пособие рассчитано на студентов, имеющих базовые 

значения английского языка. Язык пособия-American
English. Тексты - аутентичны. Пособие предназначено для 
студентов и аспирантов экономических факультетов. 

An American professor of Economics has come to Rostov with 
a course of lectures. He is going to deliver his lectures for the 
students of the Don State Economics Academy and for 
businessmen. Now we are at one of his seminars. He is having 
it with young businessmen. The theme is “Product Distribution 
and its Channels”. Our businessmen are beginners and put a 
lot of questions to the Professor. Let us listen to his 
Introduction word.

Lesson 1

І. 1.  Read his introduction word and translate it with the help 

of the words given in Glossary.

Marketing executives frequently find that establishing 

channels for their products and solving the problems 
connected with channel management are among their most 
difficult tasks. Competitive conflicts constantly call for attention 
and sometimes force channel adjustments. Long channels 
compound a producer's problem because he is far from his 
ultimate consumers or users. Also, frequently he has little or 
no control over his middlemen and cannot get from them 
necessary current market information regarding his markets 
and products.

Three steps are involved in this decision-making phase of 

the marketing process. First, a manufacturer must select the 
general channel to be used, keeping in mind the goals of the
company's marketing program and the job to be done by 
means of the distribution system. Second, assuming he is 
going to use middlemen, he must make a decision regarding 
the number of middlemen or the intensity of distribution to be 
used at each level and in each market. Finally, again assuming 
he will use middlemen, he must select the specific firms which 
will handle his product, and then manage the day-to-day 
working relationships with them.
Only infrequently—as when a new company is started or when 
an established firm introduces a new product or enters a new 
market—will a marketing manager establish a distribution 
system from the ground up. The more usual task of channel 
management involves a continuing evaluation, and possibly a 
reorganization, of the existing structure. Far more marketing 
executives are involved with the day-today working operations 
of the distribution system than with any other step in channel 
selection.

Middlemen also face channel problems essentially similar to 

those of a producer. Furthermore, the control of the channels 
used by manufacturers and the freedom of choice regarding 
these channels may actually rest with wholesaling and/or 

retailing middlemen. 
Actually there are several alternative channels, and in most 
industries each alternative is used by at least a few firms. We 
shall outline the most frequently used channels for the two 
major classes of products.

2. Retell the text.

Lesson 2

І. 1.  Read the dialogue and translate it with the help of the  

words given in Glossary.

A Businessman: '' What are these channels’’?
The Professor: I’ll gladly answer all your questions, gentlemen.
’’ Look at this fig.1.  Five channels are widely used in the 
marketing of consumer products. In each channel, a 
manufacturer or producer may use his own sales branches or 
personnel to reach the next institution. The channel leading 
directly from the producer to the consumer at the upper left of 
the diagram represents door-to-door selling and direct mail. In 
any channel, two levels of merchant wholesalers may be 
involved—one wholesaler sells the product to
another 

wholesaler.

Some of you will justifiably conclude that consideration of 

these 
institutions 
triples 
the 
number 
of 
alternatives. 

Furthermore, whenever wholesalers are used, goods may be 
distributed from one large wholesaler to several subjobbers 
and then to retailers, thus placing two wholesaling links in the 
chain. It is evident, therefore, that our suggestion that there are 
only five major channels is an oversimplification, but line which 
seems necessary if we are going to discuss this unwieldy 
subject at our seminar.

Fig. 1

Dialogue 1.
Businessmen:
The Professor:

1-st. Which is the shortest, simplest
channel of distribution for consumer
products?

The shortest, simplest 
channel of distribution 
for consumer products 
is from the producer to 
the consumer, with no 
middlemen 
involved. 

The producer may sell 
from house to house,
as many dairies and 
some 
agricultural 

producers do, or he 
may sell by mail.

2-d. Are there any retailers that buy
directly from manufactures and
agricultural producers?

Many large retailers 
buy 
directly 
from 

manufactures 
and 

agricultural producers. 
And 
some 

manufacturers  
establish 
their 
own 

retail stores, although 
this is not a common 
practice.

Продолжение таблицы

3-d. What is a "traditional" channel for
consumer goods?

This is: a producer-
wholesaler-retailer-
consumer. 
Small 

retailers 
and 
small 

manufacturers by the 
thousands 
find 
this 

channel 
the 
only 

economically 
feasible 

choice.

4-th. Can producers do without
wholesalers?

Many producers prefer 
to 
use 
a 

manufacturers' agent, 
selling agent, broker, 
or 
another 
agent 

middleman to reach 
the 
retail 
market, 

especially 
large-scale

retailers. 
I 
know 
a 

manufacturer 
of 
a 

glass 
cleaner 
who 

selected a food broker 
to reach the grocery 
store market, including 
the large chains. And a 
manufacturer of a line 
of fishing lures who 
used 
manufacturers' 

agents 
to 
"reach 

sporting goods stores, 
hardware stores, and 
other 
retailing 

institutions.

Продолжение таблицы

5-th. What is the longest way to a
consumer?

When trying to reach 
small
retailers, 
the 

producers often use 
agent middlemen, who 
in 
turn 
go 
to 

wholesalers who sell to 
small stores and we 
have ‘’Producer-agent-
wholesaler-retailer-
consumer’’ chain.

Fig.2

The professor: ‘’Look at fig. 2.and let us discuss it. Here we 

see four general types of channels that are widely used in 
reaching industrial users. Again, a manufacturer may use a 
sales branch or a sales office to reach the next institution in the 
channel, or two levels of wholesalers may be used in some 
cases.

Businessmen:
The Professor:

6-th. What do you
understand under
‘’door-to-door
selling!’’

It is ‘’producer—industrial user’’. This 
direct channel accounts for a greater dollar 
volume of industrial products than any 
other distribution structure. Manufacturers 
of large installations, such as locomotives, 
generators, and heating plants, usually sell 
directly to the users

Продолжение таблицы

7-th. What kinds of
producers use
industrial
distributors to
reach their mar-
kets?

Producers of operating supplies and small 
accessory 
equipment 
frequently 
use 

industrial 
distributors 
in 
this 
case. 

Manufacturers 
of 
building 
materials, 

construction equipment, and air-condi-
tioning equipment are only a few examples 
of firms which make heavy use of the 
industrial distributor. Here we have the 
chain: 
’producer-industrial 
distributor-

user’’.

8-th. Why does a
company use
agents rather than
its own sales
force?

Firms 
without 
their 
own 
marketing 

departments find this a desirable channel. 
Also, a company which wants to introduce 
a new product or enter a new market may 
prefer to use agents rather than its own 
sales force.

9-th. Is it feasible
to go through
agents directly to
the industrial user?

This 
channel 
‘’Producer—agent—

industrial distributor—user’’ is not feasible. 
Probably the unit sale is too small to sell 
directly, 
or 
perhaps 
decentralized 

inventories are needed to supply the users 
rapidly. In such cases, the storage 
services of the industrial distributor are 
required.

2. Make your own dialogue on its basis.

ІІ. Learn the dialogue.

Lesson 3

І. 1.  Read the dialogue and translate it with the help of the  

words given in Glossary.

A Businessman: We would like to get some general notions 

about distribution.

The Professor: You are welcome.