Distribution and promotion

Distribution involves the process of making a product or the service available for use or consumption
by a consumer or business user. There are two distribution channels: direct and with the use of
intermediaries. Promotion means spreading information about an product, service or issue. There
are several aspects of the promotional mix such as the broadest one: personal selling which contains
various stages for example: Prospecting Approach and Presentation.

There are at least five potential benefits of non-verbal communication. The first ones are rapidity of
communicating the messages and simplification of complex messages which means that messages
are easily understood and quickly given to the receiver. Securing audience attention, Persuading,
motivating and making messages memorable are another advantages of using non-verbal
communication.

TEST FILE, CFAA, YEAR 2, SEM. 1 – THE THIRD SEMESTER IN THE WHOLE COURSE, CFAA 2 
 
    
 

1. BUSINESS ENGLISH HANDBOOK, topics – units 6, 7, 8, 11 

 Unit 6: Production 
(Include information about managing the production process – key stages & issues, lean
operations & JIT, quality management) 
 
Unit 7: Marketing strategy and product development 
(Include information about marketing strategy, market research and market segmentation) 
 
Unit 8: Distribution and promotion 
(Include information about distribution, the promotional mix & its elements, customer
relationships – building & developing them, tools) 
 
Unit 11: Human resources 
(Include information about: HRM, determining staffing needs – issues & options, recruitment &
selection – steps, how to avoid mistakes, compensation & benefits)   
 
2. BUSINESS ENGLISH HANDBOOK, vocabulary – units 6, 7, 8, 9 
 
                                                          UNIT 6 - Production 
Exercise 6.1 
a) Bottleneck - a specific problem that causes delays to a whole process 
b) Throughput - the amount of work that can be dealt with in a particular time period 
c) Capacity utilization - actual output divided by potential output 
d) Fit-for-purpose - a product that serves its intended function, without any extra
features 
e) Value-for-money - describes a product that has good quality in relationship to its
price 
f) Reliability - characteristic of ‘always working well’ 
g) Durability - the characteristic of ‘lasting a long time’ 
h) Defect - a fault in the way something is made 
  
Exercise 6.2  
a) Loading - Introducing materials to an operation so it can begin (Loading) 
b) Dispatching - Authorizing a task to begin (Dispatching) 
c)  Planning - Bringing together customer demand with operational issues of volume,
timing, materials etc. 
(Planning) 
d) Monitoring - Checking progress and solving problems (Monitoring) 
e) Scheduling - Deciding when tasks should start and finish (Scheduling) 
f) Sequencing - Deciding which workstation will carry out which task in which order
(Sequencing) 
 
 
Exercise 6.3      WIP – work-in-progress 
 
Exercise 6.4 
Fill in the gaps. 
1. when equipment (or the whole line) stops working and production is
lost - Downtime 
2. time between one job/ batch finishing and the next one beginning
– Changeover time 
3. time required from receiving a customer order to final delivery; it includes order
processing, pre-pack time, in-transit time, receiving and inspection – Lead time 
4. time taken for a given job/ batch to pass through all the operations needed
– Cycle time 
5. extra hours that someone works, beyond their contractual obligation
– Overtime 
6. time taken to prepare machinery and equipment for a new job/ batch – Set-up
time 
7. time required from the initial concept for a new product to when it first goes on
sale – Time-to-market 
8. any period of delay between one event and another – Lag time 
 
 
Exercise 6.5 
Kaizen is a term used in lean manufacturing to mean continuous improvement. It
describes a corporate culture where everyone works proactively to improve the
manufacturing process. This is essential in today's changing marketplace –
someone is going to come up with a better, faster or cheaper way and will either be
you or your competitors.  
How can you know if continuous improvement is happening? You establish a system
of monitoring key metrics. For example, average cycle times, or the time it takes to
successfully complete a changeover. And employees must be involved, otherwise
there will be a lot of resistance.  
 
Exercise 6.6 
Match nouns with the proper words based on the meaning.  
Just remember these phrases and make sure you understand them: 

Quality: first-rate, high, top, outstanding, poor, inferior, uneven, variable, assess,

evaluate, measure, test, demand, insist on, keep up, maintain, preserve 
Production: begin, go into start up, boost, increase, ramp up, speed up, cut
back(on), reduce, scale down 
The process: be in charge of, supervise, keep track of, monitor, rationalize, simplify,
streamline 
Capacity: excess, spare, full, maximum, peak, total limited, reduced 
Inventory: carry, have, hold, keep, dispose of, get rid of, reduce, reorder, replace 
 
 
Exercise 6.7  
Fill in the sentences.  
1. Cover a wide range of activities 
2 .Deal with Complaints 
3.  Keep Records 
4. Determine customer Needs 
5. Be dedicated to Improving process 
6.  Match the best Practice of your competitors 
7. Carry out internal audits 
8. Be Expensive to implement 
9. Be Adopted worldwide 
10. Measure Performance against a standard 
 
UNIT 7 - Marketing strategy and product development 
Exercise 7.1 
1. Data collected by market research can be quantitative, or qualitative. 
2. Another word for the final consumer of a product is the End-user.  
3. The relationship between quality and price is refereed as Value for money. 
4. Marketers tend to emphasize benefits  (advantages for the customer) rather
than features (from a product design point of view) . 
5. A name or symbol that has legal protection is called a registered trademark. 
6. Mark -up and break even volume 'are two key concepts in pricing. 
 
 
Exercise 7.2 
Proctor & Gamble is a very well-known company in the household and personal
goods sector. It has 22 different product lines including baby care, cosmetics,
household cleaners, laundry, oral care, etc. The combination of all these makes up
P&G's product mix. P&G has many well-known brand names such as Ariel, Pampers,
Pantene, but notice that the brand is not the same as the company name. P&G
spends a very large marketing budget maintaining the brand loyalty of its customers
– it wants them to be satisfied and committed to further purchases. But even larger
sums are needed when it launches a new product – brand awareness has to be built
up from zero.  
What about P&G's pricing policy? Well, they are a market leader so they don't have to set
artificially low prices to gain sales volume and market share. Instead they can focus
on profitability – maximizing revenue and minimizing costs. 
 

 
Exercise 7.3 
1. When a product has low sale it makes a loss.
2. A person or organization that is among the first to buy and use a new product is early
adopter
3. A congruous product or service offered by another person or organization is similar
offering.
4. Advertising budgets are large and focus on building the brand; might be spend
on i.e. TV commercials. 
5. To differentiate product means to make a product or service differ from others. 
6. To reach saturation means to reach a situation in which there are more products on a
market than people want to buy. 
7. Consumer preferences is synonym to consumer tastes.  
8. When a product is withdrawn from the market it means that it is no more available on
the market. 
 
 
Exercise 7.4 
1. Carrying out a survey 
2. Gaps in the market 
3. Consumer needs
4. Published sources
5. A representative sample of people 
6. Statistically reliable
7. The activity of competitors 
 
Exercise 7.5 
1. Requirement - something a customer asks for, or needs 
2. Unique Selling Point (USP)- something that makes a product special or different from
others (abbreviation) 
3. Specification - exact technical details, or a detailed instruction about how something
should be made 
4. Benefit - advantage that a customer gets if they buy the product 
5. Feature  - important, special or interesting part of a product 
6. Characteristic - typical quality that makes a product recognizable 
7. Estimate - an approximate price that someone will charge you 
8. Quotation - a fixed price that someone will charge you, often showing different items
in details 
9. Budget - a plan of how to spend money, or the money itself 
 

 
Exercise 7.6 
Match items with correct category: 
political/legal, social/cultural, technological, economic 
 
1. Age and structure of population is a(n) social/cultural factor                                     
2. Breakthrough products arising from R&D are technological factors                            
3. Pressure from environmental or fair trade lobbies is a(n) political/legal factor    
4. Changes in the fixed and variable costs of business belong to  economic factors       
5. EU or WTO regulations are told to be one of  political/legal factors                       
6. Lifestyle changes are social/cultural
factor                                                                          
7. Level of consumer spending belongs to economic factors                                              
8. National government policy is a(n) political/legal factor                                        
9. Changing tastes and fashion is one of social/cultural factors                                     
10. The economy, inflation, unemployment belong to economic factors                    
11. New production methods are technological factors                                                    
12. Developments in IT that open new markets belong to technological factors            
 
Exercise 7.7 
1. The name marketing mix is another name for well known four’P’s, which is 
product, price, place and promotion. Sometimes there is added one more ‘P’ which
stands for packaging . There is even 6th ‘P’ and means people.
 
2. Data that are already available are called secondary data and data collected for the
first time are called primary. 
 
3. B2B stands for business-to-business, B2C stands for business-to-customer and B2G
stands for business-to-government. 
This kind of market segmentation is called product-related segmentation. 
 
4. Brand is a name, symbol or design that identifies a product and trademark is a name
or symbol that cannot be used by another producer. 

5. Brand loyalty consists of 3 stages brand awareness/recognition, brand preference and

brand insistence. 
 
6. Introduction, growth, maturity and decline of a product is called a product life cycle. 
 

UNIT 8 - Distribution & promotion 

Exercise 8.1 
1) Order fulfillment  - making sure that the customer gets the right goods at the right
time 
2) Retail outlet  - a place where goods are sold to consumer 
3) Prospect - a potential customer 
4) Billboard  - a large outdoor sign used for advertising 
5) Repeat purchases  - are made by customers  when a company develops long-
term relationships with consumers 
6) Cross-selling - when one company helps another company to sell its products by
selling or advertising them with its own products 
7) Middleman - intermediary (synonym) 
8) Warehouse - place, where wholesaler keeps products 
9) Merchandising - the process of selling products connected with a popular film,
person or event 
 
Exercise 8.2 
agent, client, commercial, brochure, promotion, sponsorship, broker, catalogue,
customer, spot, advertising, endorsement 
 
1) Customer- a buyer (person or organization) that buys goods or services from a
shop or company 
2) Spot - commercial (informal; synonym) 
3) Agent - a person who does business on behalf of another company (long-term
relationship) 
4) Catalogue - a list of everything that a company sells 
5) Promoting - the process of attracting people’s attention to a product 
6) Broker - a person who does business on behalf of another company; more
common for individual transaction 
7) Endorsement - occurs when a celebrity uses a certain product as a way of
promoting it. 
8) Brochure - a thin book, that contains lots of colour pictures,  giving information or
advertising something 
9) Client - someone who pays for services or advice from a professional person or
organization 
10) Sponsorship- activity of giving financial support to a sports or cultural event 
11) Commercial  - an advertisement on television, radio or film 
12) Advertising - specific example of promoting; it refers to text and images and
sound in media such as TV, internet etc. 
 
 
Exercise 8.3   
a) Brand identity 
b) Public relations 
c) Convenience store
d) Product placement 
e) Direct mail
f) Press release
g) Distribution channel 
h) In-store display 
 

 
Exercise 8.4 
1. prospecting - identifying a potential customer 
2. approach - contacting the prospect and preparing for the sales interview 
3. presentation - describing the features of the product 
4. closing - asking the prospect to buy 
5. demonstration - giving the customer a chance to see the product in use 
6. answering objections - dealing with any doubts that the customer has 
7. follow-up  - processing the order quickly and maintaining long-term contract  
 
Exercise 8.6 
1. newspapers (+) good coverage of local markets; ads can be placed quickly;
ads can be cut out and saved, (-) ads compete with other text; ads get thrown away 
2. magazines (+) can target very specific audiences in specialist publications;
long life of ad; ads can be saved and cut out, (-) ads must often be placed months in
advance; cost is relatively high 
3. television (+) uses sight; sound and motion; reaches a wide audience, (-) very
high cost 
4. radio (+) low cost; can target specific audiences; vary flexible; good for local
marketing, (-) may have low attention because it is a background medium; audience
may not remember ad 
5. outdoor (+) high visibility and repeat exposure; strong local focus, (-) limited
message; difficult to get attention of audience 
6. direct mail (+) if linked to a customer database can be targeted at very specific
markets; very flexible; ad can be saved, (-) high cost; consumer may reject ad as
'junk' 
7. Internet  (+) connects a company with its customer at the precise moment they
are looking for a product; global coverage at a relatively inexpensive price, (-) many
'eyeballs' but few 'click-throughs'; click fraud 
  
Exercise 8.7 
1. how widely information is distributed coverage 
2. put somewhere especially in a careful or deliberate way placed 
3. try to influence a particular group of people target 
4. something that is not wanted or not healthy (collocates with 'mail' and 'food)
junk
5. internet term referring to those occasions when someone looks at something
eyeballs

Exercise 8.8 
1. Inbound logistics  connected with bringing raw materials, packaging etc. 
from suppliers to producers 
2. Defect or customer return  may bring the product back to premises of original
manufacturer 
3. Movement of goods within the warehouse is called Materials handling.
4.  Ex- works is when the buyer picks up the goods at seller’s premises and arranges
all transport and insurance 
5. Markets must have goods available in warehouse all over the country, retail outlets
where they are ready to restock or delivered directly to customers when ordered. 
6.  CIF stands for cost, insurance, freight and means that the seller has responsibility 
to a named port of destination and so pays for the cost and risk of the sea journey as
well. 
7. FOB stands for free on  board  and means that the seller delivers goods onto a
ship at a named port . 
8. Outbound logistics manages the flow of finished goods through intermediaries to
the final consumer. 
9.An End-user is a person who uses a product. An  end-user of a computer system or
software is simply someone who uses it. 

 
UNIT 11 – Human resources 
 
Exercise 11.1 
1) Payroll - a list of all employees and how much each one earns 
2) Discrimination - treating a certain type of person unfairly 
3) Disability - physical problem that makes someone unable to use a part of their
body properly 
4) Headhunting - the activity of discretely approaching employees of one company
and asking them if they want to work for another 
5) Shortlist - a small group of job candidates who have gone through to the final
interview stage 
6) Track record - somebody’s work history and in particular their successes and
failures 
7) Appraisal process - the formal process by which an employee’s performance is
measured and discussed by a supervisor 
  
Exercise 11.2 
1. Appraisal process includes: Getting suggestions for improving procedures
& Identifying talent and rewarding performance
2.Training and development is: Apprenticeship programs & Coaching and mentoring
programs
3. Worker-management relations: Dealing with disciplinary issues & Health and
safety.
 Exercise 11.3 
1. What’s the difference between wage and salary? 
Salary- paid monthly 
Wage- paid hourly or by piece of work  
2.Explain who is an applicant and who is a candidate. 
Applicant- sends CV and completed form but isn’t necessarily being considered 
Candidate- one of people being considered to get a post
3.What is the difference between coaching and mentoring? 
Coaching- someone is trained under active supervision to use a piece of
equipment or carry out a particular process 
Mentoring- employee is “paired” with more experienced employee who supervises
and guides them 
4. There are two words connected with the work in organization 
the first one is ______________ and refers to __________________ 
the second one is  _____________ and may have the same meaning, but it 
can also refer to _________________. 
Employees- all people who work in the organization 
Staff= Employees or non-managerial workers
5.The difference between commission and bonus is 
Commission- fixed percentage of every sale made 
Bonus- if you perform well you get it at the end of year
6.Retirement is period of life after the moment when you stop working 
and pension is money you receive during retirement 
 
 
Exercise 11.4 
1. The type of education, experience and family that you have; also information about
the past that helps you understand present Background
2. Knowledge and skill you get from being in different situations; also, something that
happens to you Experience
3. A natural ability to do something well or to learn it quickly Aptitude
4. An ability to do something well, especially because you have practiced it Skill
5. (formal) the ability to do something well 
(formal) the legal power that a body has to deal with something Competence
6. An exam you have passed, especially at school or university; often appears in the
plural as a hedging on a CV Qualification
7. Something you are capable of doing; also, the quality of doing something well
Ability
8. The facts, skills and understanding you have gained through learning or
experience Knowledge
Exercise 11.5  
A: get a job 
B: lose a job- do something wrong 
C: lose a job- economic reasons 
 
a) be made redundant - lose a job- economic reasons
b) be sacked - lose a job- do something wrong
c) be taken on - get a job 
d) be let go - lose a job- economic reasons
e)be fired - lose a job- do something wrong 
f) be recruited - get a job  
g) be hired - get a job  
h) be headhunted - get a job  
i) be laid off - lose a job- economic reasons 
j) be employed - get a job  
k) be appointed - get a job  
l) be dismissed - lose a job- do something wrong 
 
Exercise 11.6  – part 1 
1. have a formal, a recognized, a specialist, a professional qualification in something 
have considerable, first-hand, hands-on,  
2. gain practical, valuable, wide experience of/in something
get ….? 
have a detailed, an encyclopedic, first-hand, inside,  
3. a through, a workinn, knowledge of something 
have communication, interpersonal,  
4. develop marketable, transferable skills
have a great, a remarkable,  
5. show an outstanding, a proven ability to do something 
 
6.These matters fall outside ( or come within) the competence of this committee. 
7. This candidate has a strong background in marketing. 
8. She has a lack of ( or a wealth of) experience in marketing. 
9. I did some research to fill in the gaps in my knowledge. 
10. He's got a real Aptitude for maths (AmE math) and
accounting. It's in his genes! 
 

 
 Unit 4 from Effective Organisational Communication – EOC 
“Making pictures – non-verbal communication” 
1. USING „PICTURES” AT WORK: 
 TO REPLACE WRITTEN OR SPOKEN WORDS 
 TO REINFORCE THEM 
 
2. CATEGORISING NON - VERBAL
COMMUNICATION: HUMAN and MANUFACTURED  
(PRIMARILY
VISUAL): 
 EYE CONTACT 
 FACIAL EXPRESSION 
 GESTURE 
 POSTURE 
 PERSONAL DISTANCE AND TOUCH 
 PERSONAL APPEARANCE 
 
  3. USE OF OTHER SENSES:  
 HEARING 
 SMELL  
 TOUCH 
POTENTIAL BENEFITS OF NON – VERBAL COMMUNICATION 
 
1. RAPID COMMUNICATION OF MESSAGES 
2. SIMPLIFICATION OF COMPLEX MESSAGES 
3. SECURING AUDIENCE ATTENTION 
4. PERSUADING AND MOTIVATING 
5. MAKING MESSAGES MEMORABLE 
 
POTENTIAL PROBLEMS WITH VISUAL MEDIA: 
 
o INCONSISTENCY 
o INHERENT UNSUITABILITY 
o CONTEXT – RELATED MEANING 
 
THE USE AND ABUSE OF GRAPHICAL DATA: 
 PIE CHARTS 
 BAR CHARTS 
 HISTOGRAMS 
 LINE GRAPHS  
 PICTOGRAMS  
 MAPS 
VISUAL ASPECTS OF CORPORATE IDENTITY: (SIZE OF ORGANISATION, IDENTITY
AND ITS CHANGES, ETC.) 
 
HUMAN SIGNALS: FROM EYE – CONTACT TO APPEARANCE: 
 
 EYE CONTACT AND BEHAVIOUR 
 FACIAL EXPRESSION 
 GESTURE AND POSTURE 
 PERSONAL DISTANCE AND TOUCH 
 PHYSICAL APPEARANCE 
 
 Unit 5 from Effective Organizational Communication – EOC 
Developing arguments – persuasive communication” 
 
PERSUASION IN ORGANIZATIONS: 
 ADVERTISING 
 PUBLIC RELATIONS AND LOBBYING 
 INTERVIEWS 
 BUSINESS MEETINGS AND NEGOTIATIONS 
 

THE ESSENTIAL PRINCIPLES: INTRODUCING RHETORICAL ARGUMENT: 

 

THREE ELEMENTS OF A RHETORICAL ARGUMENT  

 ETHOS - CREDIBILITY OF A PERSON, ORGANIZATION 
 LOGOS – INTERNAL LOGIC OF THE ARGUMENT 
 PATHOS – APPEALS TO EMOTION 
 

TOULMIN’S MODEL (1957)???? 
 CLAIM - the position or claim being argued for, the conclusion of the
argument. 
 GROUNDS - reasons or supporting evidence that bolster the claim.  
 WARRANT - the principle, provision or chain of reasoning that connects the
grounds/reason to the claim  
 BACKINGS - support, justification, reasons to back up the warrant 
 QUALIFIERS (Qualification) specification of limits to claim, warrant and
backing.  The degree of conditionality asserted.  
 REBUTTALS / RESERVATIONS - exceptions to the claim; description and
rebuttal of counterexamples and counter-arguments. 
 

THE CHALLENGE OF PERSUASION: AUDIENCE, MESSAGE AND CONTEXT 

 

A. ASSESSING THE NATURE OF THE AUDIENCE 

 

B. ASSESSING THE MESSAGE: 

 CONTENT 
 PURPOSE: 
o CHANGING FACTS AND IDEAS 
o CHANGING BELIEFS AND VALUES 
o CHANGING ACTIONS AND BEHAVIOUR 
 

C. ASSESSING THE CONTEXT OF PERSUASION (INSIDE AN ORGANIZATION /

OUTSIDE - WORLD) 
 
PERSUASIVE PRACTICES: SECURING ATTENTION AND ARGUING WELL 
 ADDRESSING PEOPLE BY NAME 
 POSING QUESTIONS 
 BEING PROVOCATIVE 
 USING DIFFERENT CHANNELS AND ENCODING 
 
OTHER FORMS OF PERSUASIVE COMMUNICATION:   
 MUSIC AND OTHER SOUNDS 
 TASTE AND SMELL 
 DIRECT ACTION 
 
THE OTHER SIDE OF THE ARGUMENT? PERSUASION AS INTERACTION 
 
THE ETHICS OF PERSUASION 
 CODES OF CONDUCT – TO REGULATE COMPANIES’ ACTIVITIES 
 ETHICAL ISSUES – THREE BROAD CATEGORIES RELATING TO: 
o PURPOSE 
o CONTENT  
o DELIVERY 
 EXAMPLES FROM ADVERTISING”??? 
 o UNACCEPTABLE PURPOSES ? 
o UNACCEPTABLE CONTENT ? 
o UNACCEPTABLE CHANNELS AND ENCODING? 
 
Unit 6 from Effective Organisational Communication – EOC 
“Securing feedback – interactive communication” 
 
1. DIVERSITY OF ORGANISATIONAL FEEDBACK MECHANISMS 
 
2. TWO DIMENSIONS OF FEEDBACK (COMPLEXITY / URGENCY) 
 
3. TWO AREAS OF FEEDBACK 
 INTERNAL – EMPLOYEES, PRODUCTION, THE „GRAPEVINE”,  
 EXTERNAL – SUPPLIERS, CUSTOMERS, LOCAL COMMUNITY /
GENERAL PUBLIC, STAKEHOLDER CONSULTATIONS, MEDIA COVERAGE,
FINANCIAL COMMUNITY, MANAGEMENT ACCOUNTING 
 
4. SECURING STAKEHOLDER FEEDBACK: THE CASE OF EMPLOYEES 
 JOB SATISFACTION SURVEYS 
 STAFF TURNOVER RATES – DECEPTIVELY SIMPLE MEASURE! 
 RESPONSE TO JOB ADVERTISING 
 THE „GRAPEVINE” 
                       
5. 360 DEGREE APPRAISAL 
 
6. PRACTICALITIES OF FEEDBACK: DESIGNING A FORM (QUESTIONNAIRE) -
QUESTIONS 
    
7. FEEDBACK, KNOWLEDGE AND ORGANISATIONAL LEARNING 
 SINGLE- AND DOUBLE-LOOP LEARNING 
 EXPLICIT AND TACIT KNOWLEDGE 
 TACIT KNOWLEDGE - „a product of the direct experience of an
individual or a group” 
 EXPLICIT KNOWLEDGE „which has been separated from practice,
(e.g. in the form of a textbook)” 
 INDIVIDUAL AND ORGANISATIONAL (or: collective) KNOWLEDGE 

Stage 1:    Identify the Task (write, compile…a report 

Stage 2:    Layout (see: below) 
Stage 3: Identify Ir/Relevant Information (in the scenario provided) 
Stage 4: Group/Order Relevant Information (possibly give subtitles or number each
subsection in “Findings”) 
Stage 5:    Write the report 
Stage 6:    Check your Work 
 Have you completed the task? 
 Is the layout you have chosen appropriate to the task? 
 Is the information relevant? 
 Is the information in the right order? 
 Is the language appropriate? 
 Have you checked spelling, grammar and punctuation? 
To: ___________  To: ___________ 
From: ___________   From: ___________  
Subject: ___________  Subject: ___________ 
Date: ___________  Date: ___________ 
   
 Introduction:    Introduction:  
   
 Findings:   The case for: 
   
 Conclusions:   The case against: 
   
 Recommendations: (if asked for)   Conclusions: 
   
 [Reasons:]   Recommendations: (if asked for) 
   
   [Reasons:]