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(h) Perceived quality: the reputation of the product, its name, label
and place of production – all these factors are of great importance.
It is worthwhile to say that trade-offs are sure to exist among
these eight dimensions of product quality.
Attributes of High Quality Service
Service quality generally is comprised of the following five
attributes:
(a) reliability: ability to perform the promised service dependably
and accurately;
(b) responsiveness: willingness to help customers and provide
prompt service; approachability and ease of contact;
(c) assurance: competence to deliver promised service, firm’s credi-
bility (i.e. trustworthiness and honesty of the service provider) and extent to which the customer feels secured;
(d) courtesy: politeness, respect and friendliness of contact person-
nel; making the effort to know customers and their needs;
(e) tangibles: appearance of physical facilities, equipment, person-
nel, and written materials as physical evidence of the service.
LEXIS
business analyst - экономист-аналитик деловой активности
pattern – модель, тип, образ, промышленный образец
fabric – материал, волокно, выделка
options – опции, факультативные возможности, элементы выбора
adjustments – регулирование, настройка
perform properly - функционировать должный образом
tolerance - предельный допуск, допустимое отклонение от стандарт-
ного размера
consistency – совместимость, единообразие, гармоничность
spare parts - запасные детали, запчасти
expendable materials - расходные материалы
longevity - ресурс стойкости, продолжительный срок службы, долго-
вечность
downtime - время вынужденного простоя, простои оборудования
delivery – поставка, подвоз, доставка
aesthetics – эстетика, эстетические характеристики
perceived – воспринимаемый, предполагаемый, ощущаемый
trade-off – компромисс, принятие компромиссных решений, уступка
за уступку
be comprised of - состоять из
attribute of quality - определяющий признак высокого качества
dependably – надёжно
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willingness – готовность, желание
prompt – своевременный, быстрый, срочный
approachability - доступность
trustworthiness – добросовестность, степень доверия
secured – защищённый, застрахованный (от риска)
contact personnel – работники организации, которые принимают за-
явки от клиентов и отвечают за обратную связь
tangible - нечто ощутимое, реальное, осязаемое; материальные цен-
ности, материальное имущество
physical facilities - материально-техническая база, средства труда
9.6. EXERCISE.
1. Think about the last major purchase you or a member of
your family made. How much were you influenced by eight
“Attributes of Quality” described in the text? Which attributes were
most important?
2. Watch for television commercials that emphasize quality. What
attributes of quality are usually advertised? Are the advertisements
believable?
3. Make a list of basic food quality requirements and explain each
of your requirements.
4. What service qualities, in your opinion, are fundamental in
such fields as medicine, banking and legal services?
9.7. EXERCISE. Read the text and be ready to discuss the
questions following it:
Diminishing Marginal Utility
People are more willing and able to buy larger quantities of goods
and services at relatively lower prices. This can be explained by the
principles of diminishing marginal utility. After consuming a certain
amount people get less and less satisfaction from each additional
purchase of items of the same quality. For example, the first ice
cream cone consumed at the football game is great; the second is
good; the third one is fair; the fourth one is “too much”; and the fifth
one makes you sick.
Believe it or not, at some point the principle of diminishing marginal utility applies to almost everything you consume. As you buy
more clothes you get better wear from the clothes you own, your
wardrobe becomes more flexible, and your “satisfaction” or “utility”
may increase. But sooner or later, the utility of having additional
clothes will diminish. The same items will be demanded only at lower
prices.
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LEXIS
diminishing marginal utility - убывающая предельная полезность
ice cream cone - мороженое в вафельном или бумажном стаканчике
fair – посредственный
make somebody sick - вызывать тошноту у кого-л.; утомлять, раз-
дражать кого-л., надоедать кому-л.
wear – ношение, носкость, износостойкость
utility – польза, практичность, эффективность
1. How do economists use the term ‘utility’?
2. What does the principle of diminishing marginal utility
say?
3. How is the principle of diminishing marginal utility re-
lated to the balance of demand and supply in the market?
4. What are your examples of the principle of diminishing marginal
utility?
9.8. SCANNING
Retail Outlets
A retailer or shop is a business that presents a selection of
goods or services and offers to sell them to customers for
money or other goods. There are many kinds of shops in every town
or city, most of them are described below:
- baker's shop or bakery (булочная) sells bread and cakes and usually
they make them in the same building;
- bookshop (книжный магазин) - a shop that sells books;
- butcher's shop (мясной магазин) sells meat;
- candy store or confectionary (кондитерская) - a shop that sells
sweets and chocolates;
- charity shop (магазин товаров для неимущих) - similar to a junk
shop but set up to fund a specific charity; these tend to specialise
in clothes; the quality of the clothes donated for sale depends on
the area;
- chemist's (аптека) is where you go to buy drugs, medicine, cosmet-
ics and toiletries. In the UK they also use the word 'pharmacy'
sometimes, but only Americans say 'drug store';
- convenience store (магазин товаров повседневного спроса) – a
store, that is often open 24 hours each day, where you can buy
food, newspapers, other related products;
- corner shop (магазинчик на углу) is a small shop near your home
that opens very long hours and sells food and important things;
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- deli or delicatessen (продукты кулинарии, домовая кухня) - a
small store or an area within a grocery store that sells cheese,
cooked meat, bread, and other food stuffs from around the world;
- department store (универмаг) - a very big shop that sells lots of dif-
ferent things;
- fishmonger (рыбный магазин) - a shop where you can buy fish and
seafood;
- florist's (цветочный магазин) is a shop that sells flowers and plants
in pots;
- greengrocery or greengrocer’s (овощной магазин) is a shop where
you can buy fruit and vegetables;
- grocer's store or food store (продовольственный или бакалейно-
гастрономический магазин);
- hardware shop or ironmonger's (хозяйственный магазин) is a shop
that sells nails, screws, tools, paint, glue and other useful things
for the home;
- jeweller or jewelry store (ювелирный магазин) - a shop that sells
watches and jewellery;
- junk shop or second-hand shop (магазин подержанных вещей) -
sells all kinds of old goods, ranging from pictures, tools, tableware
to furniture and garden ornaments;
- newspaper stall or news-stand (газетный киоск) - a shop that sells
newspapers and magazines; they also usually sell cigarettes and
sweets;
- off-licence, liquor store or wineshop (винный магазин) - a shop
where you can buy alcoholic drinks, like beer, wine, whisky, vodka and other strong drinks;
- pet shop (зоомагазин) - a shop that sells pet food and pet animals,
such as cats, dogs and birds;
- sandwich shop (бутербродная) - a place where you can buy sand-
wiches, snacks and drinks;
- self-service supermarket (универсам, супермаркет);
- shoe shop (обувной магазин) - a shop where you can buy footwear;
- shopping mall (торговый пассаж) – is a shopping center with nu-
merous stores, as well as entertainment facilities such as movie
theaters, fast-food outlets, restaurants, and public areas;
- sports shop (магазин спортивных товаров) - a shop that sells
sportswear and sports equipment;
- stationer’s (магазин канцелярских товаров) - a shop that sells sta-
tionery such as paper, pencils, pens, printer cartridges and
things for an office;
- tobacconist or tobacco shop (табачный ларёк) - a shop that sells
tobacco, pipes and cigarettes;
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- toy shop (магазин игрушек) - a shop where you can buy children's
toys and games.
All these retailers in theory can be divided into the following four
general categories:
1. Some of them sell a selected set of goods or services: boutiques,
butcher’s, hardware stores, jewelry stores, baker’s, grocery stores,
greengrocer’s, gift shops, hobby stores, pet stores, antique shops,
music stores, off-licence, pharmacy’s, and stationer's shops.
2. Other stores such as supermarkets, big-box stores, hypermar-
kets, convenience stores, cash-and-carry, department stores, flea market, general stores sell a wider variety of products not horizontally re-
lated to each other.
3. Many shops are part of a shopping chain that carry the same
trademark (company name), and sell the same products but in different locations. The shops may be owned by one company, or there may
be a franchising company.
4. Some shops sell second-hand goods. Often the public can also
sell goods to such shops. In other cases, especially in the case of a
nonprofit shop, the public donates goods to these shops, commonly
known as charity shops. In give-away shops goods can be taken for
free.
LEXIS
retail outlet - предприятие розничной торговли, розничный магазин
related product - сопутствующий товар, родственные товары (имеющие какие-либо общие характеристики или служащие одной цели)
snack - лёгкая закуска
fast-food outlet - заведение экспресс-питания, точка предприятия
быстрого обслуживания
selected set – определенный набор, конкретный вид (товаров)
big-box store - гипермаркет, магазин большого формата (большой
магазин самообслуживания с простым интерьером; снаружи и
внутри напоминает обычную большую коробку внутри, торгует широким ассортиментом: продукты питания, одежда, хозтовары, мебель и др., отличается более низкими, чем в обычных магазинах ценами)
hypermarket - торговый комплекс, гигантский супермаркет с отде-
лом удешевлённых товаров
cash and carry - мелкооптовый магазин, в котором товары прода-
ются по низким ценам за наличный расчет без доставки на дом
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convenience store - продовольственный магазин самообслуживания
с более высокими ценами и ограниченным ассортиментом,
имеющий удлинённый рабочий день
flea market - "блошиный рынок", барахолка, развал
general store (mixed shop = village shop = corner shop) - магазин
смешанных товаров, широкоассортиментный магазин
shopping chain – сеть магазинов
franchising company – компания, имеющая лицензию на продажу
товара под маркой другой компании
nonprofit shop - некоммерческий социальный магазин
donate – пожертвовать, преподносить в качестве дара
charity shop = thrift stores - благотворительный магазин
give-away shop - магазин безвозмездной раздачи
9.9. QUESTIONS
1. Do we have junk shops in Orenburg? What do they usually sell?
2. Do we have charity shops in our city? Why is it so?
3. Can you give the examples of shops that are part of a shopping
chain?
4. What are advantages and disadvantages of supermarkets if we
compare them with small shops that sell a selected set of goods?
5. Can you propose your own classifications of retailers?
9.10. SCANNING
Shopping
1. If you reflect on what you can improve in your life to become more productive and organized, the possible answer is
the improvement of your shopping practices.
2. Shopping is the examining of goods or services from retailers
with intent to purchase at that time. Shopping has common elements
wherever it takes place. A buyer looks for a seller who is offering
something the buyer wants or needs at a price the buyer can afford to
pay. Shopping is a part of our daily life. And we have to deal with it
whether we like it or not.
3. Sometimes shopping is done as a recreational activity. Recrea-
tional shopping often involves window-shopping (just looking, not
buying) and browsing and does not always result in a purchase.
4. With modern technology such as television and telephone and
the Internet, users could be described as home shopping through on-
line retail stores. Online shopping has completely redefined the way
people make their buying decisions. Online shopping allows the buyer
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to save the time, which would have been spent traveling to the store
or mall.
5. Recent researches show that modern people spend on an aver-
age up to 4 hours in a week to buy different products, to choose them
by reading papers, magazines, watching TV, browsing the Internet or
chatting with friends. And this means that we spend more than 15
hours per month and almost 200 hours per year for shopping! We
spend so much time doing shopping that our civilization is known as
a ‘consumer society’.
6. Good it or not, but people will always need food, clothes and
other goods that make their lives comfortable. That is why we need to
optimize how we do shopping. We need to organize what things to
buy, what price we should pay for them, and even in which way we
should buy them. This can save our money, our health and our time.
These “11 Shopping Tips” may help you:
(a) Shop with a list. Go shopping only when you need something.
So, before you set off on your shopping trip, prepare a list of what you
need.
(b) Set a budget. Know exactly how much you can spend and try
your best to stick within that limit.
(c) Go during slow times. Avoid shopping right after 5 p.m., on
paydays and near major holidays.
(d) Don’t shop when you are tired, hungry, lonely, bored or upset.
(e) Shop alone. Many people find that shopping partners are more
akin to accomplices in crime! They can incite us to make purchases
that we don’t want or need, and can have their own motives for encouraging us to shop. If you want to go shopping as a social activity,
that’s okay – but make it a purely social activity with no purchasing
allowed. Window shop but don’t buy until you can go shopping on
your own.
(f) Consider shopping at several stores. Look at the different brands
for a certain type of product, including store brands. There’s no store
with a monopoly on savings. Each has savings on different items on
different weeks. You might do shopping in two stores on alternate
weeks.
(g) Don’t buy something just because it is on sale. Remember that a
bargain is not a bargain if it doesn’t fit correctly, you don’t love it. Only buy items on sale when it’s something that is on your list, you love
it and the item is within your budget.
(h) Remember that the sales person is there to sell to you! No matter
how friendly or pleasant a sales person is, here is the fact you cannot
avoid: they’re in it for the sale. Thus, they want you to walk out with
something. That’s their business. Sales people, no matter how charm-
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ing and helpful they are, aren’t there to be our friends. They may engage in friendly behaviours, but their purpose is singular: to sell us
something.
(i) Pay with cash. To minimize impulse buying, leave your plastic
card at home. The research is clear: we pay 20 – 50% more when we
shop with magic plastic, whether it’s using a credit or debit card. So
once your list is prepared and you have a realistic budget you can
stick to, withdraw your funds in cash and use only that cash for this
shopping trip. Paying with cash feels more “real” and if you’re willing
to pay cash for an item, it’s generally something that you really love or
genuinely need.
(j) Be watchful at the register. Keep an eye on the scanner - you’ll
keep the cashier on his toes, and catch any mis-priced items.
(k) Remember that the very best things in life are free. Instead of
spending money on stuff you won’t use or need a year from now,
spend time with a friend or family member or with a good book.
7. Tips for safe shopping:
- shop during daylight hours whenever possible; if you must shop
at night, go with a friend or family member;
- dress casually and comfortably;
- avoid wearing expensive jewelry;
- avoid carrying large amounts of cash;
- keep cash in your front pocket;
- be extra careful if you do carry a wallet or purse; they are the
prime targets of criminals in crowded shopping areas;
- beware of strangers approaching you for any reason; at this time
of year, "con-artists" may try various methods of distracting you with
the intention of taking your money or belongings;
- avoid overloading yourself with packages; it is important to have
clear visibility and freedom of motion to avoid mishaps.
LEXIS
offer - предлагать; делать предложение
afford - (быть в состоянии) позволить себе
recreational activity – развлечения
browsing - поиск путем просмотра
home shopping - заочные покупки, магазин на диване, домашний
магазин (покупки, осуществляемые потребителем дома с помощью почты, телефона, компьютера или интерактивного те-
левидения)
online retail store - Интернет магазин розничной торговли
redefine - пересмотреть и переоценить
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mall - торговый пассаж (крытая улица, состоящая из множества
различных магазинов и торговых лавок)
recent research - новейшие исследование
chatting - обмен текстовыми сообщениями в реальном времени
consumer society - общество потребления
optimize – оптимизировать, отыскивать оптимальное решение
set off - отправляться (в путь), начинать
stick within the limit – удержаться в установленных рамках
payday - день выдачи заработной платы
akin - такой же как, похожий
accomplice – сообщник, соучастник
incite – подбивать, подстрекать
savings - экономия
alternate – поочерёдный, поочерёдный
on sale – уценённый, продающийся по сниженным ценам
impulse buying - совершение покупки "под настроение", непред-
намеренная покупка, импульсивная покупка
debit card - платёжная карточка
withdraw funds - снимать деньги (со счета в банкомате)
keep an eye on - глаз не спускать с, следить за
mis-priced – с неверной ценой, с указанием ошибочной цены
from now - в дальнейшем, в будущем
casually – повседневно, по (удобному, подходящему) случаю
wallet or purse - бумажник или кошелёк
prime target - основная цель
beware of – остерегаться
approaching – приближающийся, обращающийся
distract - отвлекать
belongings - имущество
overloading - перегрузка
mishap - неприятное происшествие
9.11. QUESTIONS
1. What is shopping?
2. What is the objective of window-shopping?
3. How has online shopping transformed the way people
make their buying decisions?
4. How much time need modern people spend on the average to do
shopping?
5. Which of “Eleven Shopping Tips” given in the text are crucial for
you?
6. Could you give your own recommendations concerning shopping
practices and illustrate them?
7. What tips for safe shopping are practical for you?
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9.12. KEY WORDS
baker's shop
bargain
bookshop
butcher's shop
cash register
consumer goods
consumption
credibility
customer
department store
dependability
durability
fishmonger
food-stuff
goods
greengrocery
grocer's store
hardware shop
jewelry store
junk shop
longevity
nonfood product
off-licence
pet shop
product quality
purchase
purse
quality of life
quality of living
quantity
retailer
savings
self-service supermarket
seller
service provider
shoe shop
shopping list
sports shop
stationer’s shop
to afford
to bargain
to do one's shopping
to pay by a debit card
to pay cash
to purchase
toy shop
utility
wallet
9.13. MAKE A REPORT on the topic “Quality and Quantity in
Our Life”, paying attention to the following points in your
speech:
- quantitative aspects in our life;
- quality of life;
- quality of living;
- attributes of high quality service;
- dimensions of product quality;
- kinds of shops;
- shopping tips.