4363

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Finally, there are people in charge. … … … takes care of corporations. they decide how the store should look, lead the buyers and merchandisers in making crucial decisions, and work with investors to create bigger paycheck and better product lines. In a smaller business, however, these jobs are funneled to one person – the … … …, who wears a number of hats during the day in order to keep business up and running.

IX. Translate from Russian into English.

1.Продажа в розницу – это предоставление товаров и услуг потребителю.

2.Розничные торговцы покупают товары напрямую у оптовиков или у производителей. Они получают прибыль от разницы между ценой, которую они платят за товар сами и ценой, по которой они продают товар потребителю.

3.Существует много видов розничных магазинов: это супермаркеты, гипермаркеты, киоски, специализированные магазины и многие другие.

4.В настоящее время, многие люди делают покупки через Интернет.

5.Розничная торговля – одна из самых быстроразвивающихся сфер российской экономики.

6.Розничных торговцев привлекает не только величина российского рынка (более 143 миллиона потребителей), но и его огромный потенциальный рост.

7.Быстрое развитие розничной торговли привлекло большое количество международных компаний на российский рынок.

8.Развитие розничной торговли в России замедлилось во время мирового финансового кризиса.

9.Улучшение экономических условий, поддержка правительства и позитивный настрой потребителя – те факторы, которые смогут оказать положительное влияние на развитие розничной индустрии в стране после мирового финансового кризиса.

10.За последние три года произошёл значительный подъём в фармацевтической промышленности.

11.Наиболее крупной и динамичной сферой в розничной индустрии России является сеть магазинов, торгующих продуктами питания.

12.Первая сеть супермаркетов появилась в Москве в 1994 году, когда был открыт супермаркет «Седьмой Континент».

13.Один из наиболее удачных примеров развития сети супермаркетов в стране – это «Пятёрочка».

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14.В отличие от «Седьмого Континента» «Пятёрочка» - магазин для среднего класса.

15.Прогноз развития розничной индустрии в России включает в себя изучение опыта прошлых лет в данной сфере, настоящего и будущего развития розничного сектора.

16.Эта фирма имеет множество торговых точек по всей стране.

Quiz.

X. Are you ready for retail? Is retailing right for you? Take this Starting a Retail Business Quiz to find out if you have what it takes to open your own shop.

Starting a Retail Business

1.The government has free money for your business.

a)True

b)False

2.Which of the following should you do first?

a)Find a Location

b)Establish Store Policies

c)Choose a Business Legal Structure

3.The customer is always right.

a)True

b)False

4.In which area should a retailer have skills?

a)Sales

b)Accounting

c)Marketing

d)Management

e)All of the above

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5.Which of the following is NOT part of our 10 Steps to Starting a Retail Business?

a)Create a Business Plan

b)Spread the Word

c)Refine a Sales Pitch

6.Which of the following is NOT a retailer?

a)Manufacturer

b)Franchisee

c)Dealer

d)Network Marketer

7.Moving your store will hurt your business.

a)True

b)False

8.Finish this sentence: The best part of being a retailer is ______________

a)meeting difficult customers.

b)January sales figures.

c)you get to set all the rules.

d)bounced checks.

9.Which of the following is a common reason people don't start a business?

a)Complicated Tax Laws

b)Lack of Money

c)Family Pressure

10.A franchisee builds the business from the ground up.

a)True

b)False

Keys

1. The correct answer is "b". Television commercials, website ads and general false information has distorted the half-truth in this statement. There are grants available from the government for particular projects but these are generally for non-

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profits and educational business, not for individuals who will use the proceeds to start their own retail business.

2.The correct answer is "c". The dream of owning your own retail business can easily become a reality. It may take a lot of initial work, but with the right planning anyone can achieve their goals.

3.The correct answer is "b". No, the customer is not always right. Sometimes the customer is quite wrong. Customers make honest mistakes and sometimes they want something for nothing. While the customer isn't always right, it's our job as retailers to make them feel like they are always important.

4.The correct answer is "e". Retail owners wear many hats. They are expected to play the role of manager, market researcher, accountant, and even receptionist.

5.The correct answer is "b". The dream of owning your own retail business can easily become a reality. It may take a lot of initial work, but with the right planning anyone can achieve their goals.

6.The correct answer is "a". Entrepreneurs have many forms of retail business ownership available to them. Each business model has its own advantages, disadvantages, support and style.

7.The correct answer is "b". Relocating a business can be expensive and possibly disruptive, but with some planning it can be the best thing for your bottom line. Start early and make a checklist to keep the move organized. Be sure to plan your relocation marketing focus around retaining your existing customers, as well as making new customers in the new location.

8.The correct answer is "c".

9.The correct answer is "b". There are so many risks involved in beginning a business that fears generally overtake the thoughts of success. By understanding what keeps people from becoming their own boss, we can work on overcoming those obstacles.

10.The correct answer is "b". An independent retailer is one who builds his/her business from the ground up. From the business planning stage to opening day, the independent retail owner does it all. He/she may hire consultants, staff and others to assist in the business endeavor. The opportunities are endless.

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Presentation

XI. Choose a country and describe its retail industry. You may use the following points in your answer:

Retail industry sectors (department stores, discount stores, off-price retailers, apparel, consumer electronics, office supplies, pharmaceuticals, home products, sporting goods, footwear, jewelry)

Retail industry trends (impact of the chains, increasing importance of e- commerce, product cycles, purchase on credit)

Importance of retail sales and unemployment Retail sales and companies profits.

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UNIT 7. PRODUCTS

Pre-reading activities

1.What do you usually pay attention to when you buy some product? How often do you buy anything if the package of the product is just bright and attractive?

2.Were you disappointed when you found out that the product itself didn’t correspond to the package? How often?

You may use in your answer the following words and word-expressions:

to buy smth., to be disappointed at, to be dissatisfied with, to be surprised at, to be indifferent to smth., to correspond to, a good design, creative design, to influence one’s choice, to be of the highest quality, the first impression, to purchase.

Reading

Have you ever had any problems opening modern packages? What problems? Describe your feelings at that moment.

Read the text and say if the packaging problems can be solved. Think of possible solutions.

WRAP RAGE

Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. It is one of the most important criterion of the product popularity among customers. But…

Surveys show that intense frustration and even injury caused by modern packaging is on the increase, especially amongst seniors. Seventy per cent of over 50s admit to suffering cuts, sprains and bruises to fingers, hands and shoulders as a result of “wrap rage”, a new term used to describe the irritation and loss of self-control experienced when struggling to open wrapping.

In recent years manufactures have been under increasing pressure to keep food items sterile, to provide child-proof packaging for dangerous or toxic household cleaning products, to protect products during transport and to reduce in-shop shrinkage due to pilfering. At the same time, they are forced to keep costs to a minimum. As a

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result, packaging has become ever more resistant to fingers, nails and even teeth. In their frustration with blister packs and welded plastic which defeat all attempts to be pulled, torn or even cut with scissors, consumers resort to stabbing with screwdrivers, twisting with pliers or slashing them with knives. At best, the product inside the packaging is at risk; at worst, it is hardly surprising that according to the statistics over 60,000 people a year are injured by the packages in Great Britain alone.

Some of the most common triggers of wrap rage are processed cheese packages, tightly wrapped CDs, child-proof tops on medicine bottles, and milk and juice cartons. Ring-pull cans are particularly problematic for arthritic fingers and delicate skin. Even wrestling to remove price tags from items bought as gifts can raise blood pressure, and unnecessary overpackaging is as a red rag to the ecologically-minded bull.

However it seems there’s light at the end of the tunnel. Manufactures are listening to customers` complaints, and some have begun to research and invest in more consumer-friendly packaging. The bottom line is that if they don’t react, they risk losing sales if customers simply stop buying products with packaging that offers too much resistance.

Vocabulary notes:

frustration – an annoyed or impatient feeling that you get when you are prevented from doing what you want;

packaging – 1) the boxes, bottles, plastic etc used for wrapping products so that they can be sold. 2) the activity of putting products into containers so that they can be sold in the shops.

wrapping – the paper, plastic etc that is wrapped around smth.

child-proof – 1) (adj.) – smth. that is designed so that children can’t use it, open it, or hurt themselves on it. 2) (verb) – to make smth. safe for children, or unable to be damaged by children.

resistance – 1) the ability not to be affected or harmed by smth., especially a disease or a drug. 2) refusal to accept smth. new such as a plan, idea, or change.

to be at risk – to be in a situation in which smth. unpleasant or dangerous could happen to you.

price tag – 1) a label on a product that says how much it costs. 2) the cost of smth. very big and expensive.

complaint – a written or spoken statement in which smb. says he is not satisfied with smth.

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bottom line – 1) the amount of money that a business makes or loses. 2) the most basic fact or issue in a situation.

Discussion

1.What is wrap rage?

2.Who suffers from it?

3.What triggers it?

4.What are the underlying causes of it?

5.What could be done by the manufacturers to decrease the number of the customers` complaints? Can you offer your solution to the problem?

Vocabulary

I. Give English equivalents to the following words and word-combinations.

Товар, предметы для долговременного пользования, упаковка (2), жалоба, объявление, реклама, преимущества (2), инновация, разочарование, снижать цену до минимума, потребитель, ценник, «красная тряпка для быка», свет в конце тоннеля, производить, производитель, покупатель, инвестировать во чтото, основной момент, снижать (терять) продажи, конкурент, позволить что-то себе, отвергать (отклонять).

II. Give Russian equivalents to the following words and word-combinations.

Unique selling points, advertisement, customer profile, benefits of the product, target customer, innovative, high quality, to be manufactured, to launch the product, competitor, turn smb. down, turnover, to get backing, to withdraw the product from the market, raw materials, marketing strategy, to set the price, to be more expensive than, advertising, fast moving consumer goods, consumer durables, to motivate, advertising agency, fashionable, marketing tool, to advertise, modern brand image, television campaign.

III.Fill in a preposition where necessary:

1.Many of the competitors are much more aware … the importance … innovation.

2.At the same time, the manufacturers are forced to keep costs … a minimum.