1. Read and translate the text.

2. Retell the text retailing

Retailing is selling goods and services to the ultimate consumer. Thus, the retailer is the most expensive link in the chain of distribution. Being middlemen, they make their profit by charging the customer 25 to 100 per cent more than the price they paid for the item.

The retailers operate through stores, mail-order houses, vending machine operators. There are different types of retail stores: department stores, discount houses, cooperatives, single line retailers. The major part (over 95%) of retail establishments concentrate on a single line of merchandise for example, food hardware, etc. But nowadays there is a trend for many single line stores to take on a greater variety of supplies.

The retailer performs many necessary functions. First, he may provide a convenient location. Second, he often guarantees and services the merchandise he sells. Third, the retailer helps to promote the product through displays, advertising or sales. Fourth, the retailer can finance the customer by extending credit. Also the retailer stores the goods in his outlet by having goods available.

ACTIVE VOCABULARY:

1. retailing – роздрібний продаж

2. ultimate customer – кінцевий споживач

3. link – ланка, зв'язок

4. mail order house – посилочна фірма

5. vending machine operator – оператор торгових автоматичних машин

6. discount house – магазин з низькими цінами на товар

7. single line retailer – роздрібний торгівець

8. to perform functions – виконувати функції

9. extending credit – довгостроковий кредит

10. outlet – торгова точка

11. discount - знижка

ANSWER THE QUESTIONS:

1. What is retailing?

2. What are four different types of retail stores?

3. In what way does a retailer serve a customer?

4. In what way does a retailer serve a manufacture?

5. Which per cent of the price of the goods sold goes to the retailer?

6. What is the trend with a single line retailer now?

Exercise 1. Change the sentences according to the model.

Model: My wife usually asks the children to do shopping. My wife usually makes children do shopping.

1. He’ll ask single line retailers to take part in the promotion campaign.

2. The chief usually asks his immediate subordinates to perform different functions.

3. It’s necessary to ask him to recognize his wholesaling units.

4. It’s important to influence ultimate consumer to buy this product.

5. Ask him to buy all these things in the discount house.

Exercise 2. Supply the articles where necessary.

1. ... time plays an important part in the daily life of business people. They usually say that ...time is ...money.

2. ... money is on the table. Go and buy some food with it.

3. Ukrainian television programs show a lot of documentaries about industry, … science and ... culture.

4. A lot of books have been written about ... Greek culture.

5. My friend studies ...culture of Ukraine.

6. ... channels of Ukrainian television offer a lot of programs which are both informative and entertaining.

7. New films and performances are usually broadcast on ... Channel 1.

Exercise 3. Translate into English.

1. Роздрібна торгівля – це продаж товару кінцевому споживачу.

2. На цей товар можливо отримати 100 % знижку.

3. Роздрібна торгівля може надати покупцеві довгостроковий кредит.

4. Ця фірма має велику кількість торгових точок по всій країні.

5. У торговому центрі ви знайдете усі необхідні вам товари.

Практичнее заняття 14