Читай и обсуждай. Бизнес-курс английского языка. Учебное пособие

Types by marketing strategy1

There are the different types of retailers by marketing strategy. Department stores are very large stores offering a huge assortment of “soft” and “hard” goods which often bear a resemblance to a collection of specialty stores. A 1… of such store carries a variety of categories and has a broad assortment of goods at average price. They offer considerable customer service.

Discount stores tend to offer a wide array of products and services, but they compete mainly on price.They offer extensive assortments of merchandise at affordable and cut-rate prices. Normally, retailers sell less fashion-oriented brands.

Warehouses that offer low-cost, often high-quantity goods piled on pallets or steel shelves; warehouse clubs charge a membership fee. Variety stores offer extremely 2…, with limited selection. Mom- And-Pop is a small retail outlet owned and operated by an individual or3….Itfocusesonarelativelylimitedandselectivesetofproducts.

A specialty store has a narrow marketing focus — either specializing on specific merchandise, such as toys, shoes, or clothing, or on a target audience, such as children, tourists, or plus-size women. Size of store varies — some 4… might be retail giants such as Toys “R” Us, Foot Locker, and The Body Shop, while others might be small, individual shops such as Nutters of Savile Row. Such stores, regardless of size, tend to have a greater depth of the specialist stock than general stores, and generally offer specialist product knowledge valued by the consumer. Pricing is usually not the priority when consumers are deciding upon a specialty store; factors such as branding image, selection choice, and purchasing assistance are seen as important. They 5… department stores and supermarkets which carry a wide range of merchandise.

Boutique or concept stores are similar to specialty stores. Concept storesareverysmallinsize,andonlyeverstockonebrand.Theyarerun bythebrandthatcontrolsthem.Anexampleof6…thatdistributeslargely through their own widely distributed concept stores is L’OCCITANE en Provence. The limited size and offering of L’OCCITANE’s stores are too small to be considered a specialty store proper.

1 https://en.wikipedia.org/wiki/Retail

111

A general store is a rural store that supplies the main needs for the local community.Aconvenience store provides limited amount of merchandise at more than average prices with a speedy checkout.This store is ideal for emergency and immediate purchases as it often works with extended hours, stocking everyday;

Hypermarket provides variety and huge volumes of exclusive merchandise at low margins. The operating cost is comparatively less than other retail formats. A supermarket is a 7… consisting mainly of grocery and limited products on non food items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The 8… can be anywhere between 20,000 and 40,000 square feet (3,700 m2). Example: SPAR supermarket. A shopping mall has a range of retail shops at a single outlet. They can include products, food and entertainment under one roof. Malls provide 7 % of retail revenue in India, 10% in Vietnam, 25 % in China, 28 % in Indonesia, 39 % in the Philippines, and 45 % in Thailand.

The customer can shop and order through the 9… and the merchandise is dropped at the customer’s doorstep or an e-tailer. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping.

A vending machine is an automated piece of equipment wherein 10… can drop the money in the machine and acquire the products. Some stores take a no frills approach, while others are “mid-range” or “high end”, depending on what income level they target.

Task 2. Translate into Russian.

1.Retail is the process of selling consumer goods and/or services to customers through multiple channels of distribution to earn a profit.

2.Retailing consists of the sale of goods or merchandise, from a fixed location, in small or individual lots for direct consumption by the purchaser.

112

3.Purchasers may be individuals or businesses.

4.Retailing may include subordinated services, such as delivery. 5. In commerce, a retailer buys goods or products in large

quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user.

6. Retailers are at the end of the supply chain.

7. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy.

8.Shops may be on residential streets, shopping streets with few or no houses, or in a shopping center or mall, but are mostly found in the central business district.

9.Shopping streets may be for pedestrians only.

10.Sometimes a shopping street has a partial or full roof to protect customers from precipitation.

11.Retailers often provided boardwalks in front of their stores to protect customers from the mud.

12. Mail-order business and online retailing, also known as e-commerce, are forms of retailing that do not have a physical shop, butrather,operatethroughhavingcustomersplaceordersafterviewing images and/or descriptions of the products.

13.Whatever the form, retail businesses all play the same role in facilitating the exchange of goods and services from the producers to the consumers.

14.When the retail sector functions effectively, bringing mutual benefit to both sides, they are indispensable to society.

15.On the other hand, if the retail sector fails to satisfy producers and consumers, it becomes an obstacle to harmony and prosperity.

Task 3. Translate into English.

1. Розничная торговля — это продажа товаров в небольшом количестве.

2. Розничная торговля осуществляется через предприятия розничной торговли.

113

3.Продажа товаров в розницу ведется через предприятия розничной торговли.

4.Предприятия розничной торговли требуют содержания торговых площадей, обширного штата работников, большого количества товаров в наличии в зале и на складе.

5. Одной из основных тенденций российской розничной торговли является развитие сетевых форматов, гипермаркетов, супермаркетов, дискаунтеров.

6.Наиболее развита во всех странах сеть дискаунтеров, которая достигает почти 100 %.

7. Наряду с внедрением сетевой торговли получили развитие и небольшие магазины формата «магазин у дома», которые предполагают обслуживание жителей из близко расположенных домов.

8.Их характеризует удобный режим работы и расположение «в пределах шаговой доступности».

9.Такие магазины играют социальную роль, так как покупатели имеют дело со знакомыми продавцами и встречают соседей; «магазины у дома» становятся местом не только покупок, но и соседского общения, культурной коммуникации.

10.По прогнозам специалистов, формат шаговой доступности выживает практически при всех изменениях рынка, даже при появлении крупных форматов.

11.В этих магазинах есть необходимый набор товаров хорошего качества, постоянный ассортимент.

12.Покупки совершаются быстро, покупателей устраивают и цена, и сервис, и комфорт.

13.Одним из направлений развития розничной торговли является расширение фирменной торговли.

14.Фирменные магазины — это одна из самых быстрорастущих форм магазинной торговли.

15.Розничная торговля сочетает в себе интересы продавца в получении доходов и потребности покупателя в получении высококачественных товаров и услуг.

114

Skills Focus

Task 1. Study the following chart. Define the target market for a product and design an advertisement.

115

Task 2. Study the following information. Discuss the advantages and disadvantages of each way selling.

Different ways to use a direct sales force

‘Direct selling’ or a ‘direct sales force’ is where you have direct management and control over who is doing the selling, how and when. This is because you are using your own resources and staff.

Sales team selling face-to-face. Having your own sales team for face-to-face selling can be expensive so you need to monitor performance to ensure it’s cost-effective. Sometimes it’s essential to have your own sales team if, for example:

•your product is high-value and you only need a few sales to achieve your business objectives

• the product is a luxury item that demands high level of involvement from the sales person

•the features and benefits of the product need to be explained in detail

•the sales cycle (ie from initial interest to making a purchase) is very long

•the decision to buy rests with more than one person

Salesteamsellingoverthetelephone.Telesaleshavebeengetting a bad name as people grow increasingly wary of indiscriminate cold

116

callsandroboticreadingofascript.However,doneproperlythisisone of the most effective and the most cost effective methods of promoting your business. Selling over the phone can also be particularly effective in making repeat sales to established customers and provides a way of keeping in touch which builds goodwill from your customers.

Avoid providing a fixed script to your telesales team; it’s obvious to the customer, it stifles conversation and it creates a very poor lasting impression of your business. The far better alternative is to make sure the people selling your product actually know the product and know how it is used. There really is no substitute for well trained staff. Remember, if you’re selling to the general public you must make sure you check whether any phone numbers you’re planning to call are registered with the telephone preference service before you call them.

Trade shows and exhibitions. Trade shows and exhibitions offer the opportunity to bring your product or service to the attention of a large captive audience at one time. Take care though, as this can be a very expensive way of promoting your business and even though there may be a lot of visitors, many of them are only information collecting and not potential customers at all.

If you’re lucky you’ll end up with a lot of ‘leads’ that need following up after the event. If you’re going to invest time and money in exhibiting you also need to invest some time to make sure the people who have shown an interest in you are contacted as soon as possible after the event. This may take a fair amount of resource with no guarantee that any will turn into a sale.

Bids and tenders. Competitive tendering is one of the main sales channels for supplying goods and services to the public sector, for high-value business contracts, or for the ongoing supply of services. Preparation of the bid can be very labour intensive but the resultant contract can bring large one-off or ongoing revenues to your business. To help you decide whether to make a bid you need to weigh up the time involved, the chances of winning the business and the potential value of the contract if you do win it.

An online shop. Selling online via your website enables your customers to reach you easily at a time and at a time that’s convenient for them. If sales volumes are high enough this is a cost-effective way ofsellingas you don’tneedpremisesorstaff. However,you doneedto

117

set up shopping cart facilities on your web page, a payment system, a back-end order processing system to monitor despatches and manage any returns, and a system to keep track of the payments. This type of selling can work well if you have:

•well-defined products or services that don’t need explaining

•fixed prices for all types of potential customer

•products or services that can be delivered within a predictable lead time.

•high volume of sales

•low to mid-value products

•products that are easy to post

A real shop or retail outlet. Having your own retail premises, whether it’s a shop or a market stall, will bring you in direct contact with the users of your products. Whilst it therefore provides a valuable insight into your target market it brings with it particular cost disadvantages compared with online businesses. It’s a good idea therefore to consider what value you can add by having both the goods and staff present at the point of sale. Having a retail outlet may be suitable where:

•customers want to see or touch the product

•customers are likely to impulse buy

•the goods are either too bulky or too delicate to post

•product demonstrations or particular product knowledge helps the decision to buy

•the target market is unlikely or unable to buy online

•the good are of high value

Circumstances where this may not be so good are:

•selling high volume low margin goods

•where the target market is very price sensitive so anything that adds to your cost base is a disadvantage

•Setting up a direct sales force

Task 3. Study the following glossary.

to be profitable to withdraw to perceive

118

to be out of touch to grasp

to adapt

to underestimate

to be unsuccessful in one’s efforts to sell into the US market to have very profitable business

to be forced to withdraw from the country altogether

to join up with (American) operations in order to stay in business to underestimate the basic differences that exist in the market to assume

to share the same tastes

to be perceived as traditional, high quality merchandise to be just old-fashioned and out of touch

the whole structure of the industry the market is dominated by the malls to develop a presence there

to need a big budget behind you to fail to grasp the size factor

to adapt from a fairly small domestic market to the huge one to underestimate the competition

Retailers are aggressive players

the whole industry changes much more quickly to be well prepared to face competitors

the problem of choosing the right places to open stores open in the expensive town centre locations

to find out

to sell enough to pay the rent

Task 4. Using active vocabulary speak on the following situation.

You are going to set up a new retail business in Novosibirsk. You should discuss the following issues:

•The size of your store

•Location

•Capital

•Advertisement

•Competitors

119

Reading 2

Task 1. Read and translate the article

The Benefits of E-tailing That You Should Know1

Also known as electronic retailing, e-tailing is defined as the selling or peddling of retail products in the internet. This has been practiced since the principle of e-commerce began, which is likewise referred to as business to consumer marketing.

E-tailing has a lot of unique benefits to both marketers and consumers compared to regular offline retailing, such as the rapid transaction and availability of products, the attracting of more businesses to use the web as a platform in commerce, and many others – which makes it quite an effective practice, if only one makes the proper use of it.

With the existence of shopping bots and other accessory applications, e-tailers can actually have different forms of transactions to choose from, either for business to business, consumer to business, or consumer to consumer transactions. It likewise provides customers and businesses a wide array of options to choose from – because they offers more flexible paying and pricing systems and they likewise provide more opportunities for businesses to check competition.

E-tailing as a platform will also eliminate the barriers between businesses and consumers, because the information about the product and the business is made easily accessible, making the information readily available.

Here are the some of the top benefits of using e-tailing:

1. You can start with lesser investment – compared to traditional offline retailing, e-tailing doesn’t require businesses to spend a lot of money for business showrooms, outlets, shops, and renting commercial areas – just to make them more visible to the public. With e-tailing, all the business promotions happen online. Hence, you will be able to operate your business using your online shop in order to advertise, promote, and process purchases and other transactions with

1 http://blog.alrayeswebsolutions.com/2012/03/the-benefits-of-e-tailing-that-you.

html

120