- •Contents
- •I. Selling
- •IV. Read the text again and answer the following questions.
- •§1 Quick, §2 path, §3 probable, §5 persuade, §7 discouraging.
- •If you fail to follow up an initial contact …………
- •If you are going to do the selling and it has not been your job previously it is vital ……….
- •If the goods are going to be late …………
- •Vocabulary Focus
- •Commerce
- •§1Unprocessed, §2substitute, §3empower, §4obtain, include; §7consist; amount
- •6. Banks assist commerce by providing businessmen ………….. .
- •Vocabulary Focus
- •Consumer Goods
- •Vocabulary Focus
- •Pricing And Sales
- •VI. Find the equivalents of these Russian words and phrases in the text.
- •Vocabulary Focus
- •Pricing strategies:
- •How to Set a Price
- •II. Read and decide whether these statements are true (t) or false (f).
- •III. Now read the text and check your answers to the statements from ex. II.
- •§2 Computation, §3 cost, §5 purchaser, §7 maintain, §5 resources
- •5. Some people use the level of costs as a way of……… .
- •Vocabulary Focus
- •Modern-day Retailing
- •§1 Intend, §2 supply, §3 range, §5 realize, §6 equipment.
- •Vocabulary Focus
- •Wholesale Trade
- •III. Now read the text and check your answers to the statements from ex. II.
- •§1 A person who buys in bulk, §1 luggage compartment, §2 multiple store, §3dispenser, §3 tradesman, §3 producer, §4 storehouse, §5 assortment of goods
- •2. Firms engaged in large-scale retail trade is large enough …………………. .
- •3. The wholesalers reduce the number of parcels ……………………… .
- •Vocabulary Focus
- •Credit Sales
- •III. Now read the text and check your answers to the statements from ex. II.
- •1. In order to encourage retailers to………… a wholesaler may offer a cash discount.
- •III. Now read the text and check your answers to the statements from ex. II.
- •§1 Preparations, §2 mediators, §3 at the same time, §4 relations, §7 peculiarity,
- •§8 Decrease
- •Intermediaries (stockbrokers) who transact business …………… .
- •Vocabulary Focus
- •The Role of the Market
- •III. Now read the text and check your answers to the statements from ex. II.
- •§2 Domestic; use §3 work §5 offer; temporary; senior managers §6 shortage
- •2. The low hamburger price was a good way to satisfy your appetite………. .
- •Vocabulary Focus
- •Marketing and Promotion
- •Vocabulary Focus
- •Trade Restrictions
- •III. Now read the text and check your answers to the statements from ex. II.
- •§1 Newborn, §2 restricted, §3 obligatory, §4 precise, §5 free from
- •If an industry is just starting up (when it is called an infant industry) the government may help it because ………….. .
- •If tariffs only apply to certain goods of certain countries, …………. .
- •Vocabulary Focus
- •Sales Jobs
- •§1 Main, §3 profitable, §3 to increase, §3 to underline, §4 to debate
- •Vocabulary Focus
- •XI.Paraphrase the following phrases in italics using the expressions from ex. X.
- •References
Modern-day Retailing
Starting up
Discuss the following questions:
Why does retailing play a great role in trade?
What is the level of retailing in our country nowadays?
Are there any problems in modern retailing in the country?
Reading
Go through the following vocabulary notes to avoid difficulties in understanding.
|
hardware - metal lines |
adjacent (adj.) - closest |
|
ultimate (adj.) - final |
house wares - household things |
|
franchise (n.) - authorization granted by a manufacturing enterprise to a distributor to market the manufacturer's products |
outlet (n.) - shop |
Read and decide whether these statements are true (T) or false (F).
Catalogue showrooms provide good service that’s why they couldn’t offer low prices to the customers.
Each retail unit in a retail chain has its own strategy.
Franchising is an agreement according to which the franchiser grants the franchisee the right to use its trade-name as well as certain business systems and processes, to produce and market a good or service according to certain specifications.
Catalogue retailing doesn’t require much equipment.
Off-price retailers specialize in fashion-oriented soft goods and brand-name assortment at higher prices.
Now read the text and check your answers to the statements from ex. II.
Over time, different types of retailers have emerged and prospered because they have attracted and maintained a significant customer base. A retail institution is a group of retailers that provide a similar retail mix designed to satisfy the needs of a specific segment of customers.
The most basic characteristic of a retailer is its retail mix, which includes decisions and strategies regarding the type of merchandise sold, the price of the merchandise, the assortment of the merchandise, and the level of customer service.
The traditional general-merchandise retail stores are specialty stores, department stores, and discount stores. Since about 1970, a number of new types of general merchandise retailers have emerged and are becoming increasingly important to consumers. These include category specialists, home-improvement centers, off-price retailers, catalogue showrooms, warehouse clubs, and hypermarkets. A traditional specialty store focuses on a limited number of complementary merchandise categories and provides a high level of service in an area typically smaller than 8,000 square feet.
Department stores are retailers that carry a broad variety and deep assortment, offer considerable customer service, and are organized into separate departments for displaying merchandise. A home-improvement center is a category specialist that combines the traditional hardware store and lumberyard. It focuses on providing material and information that enable do-it-your-selves to maintain and improve their homes. A warehouse club is a general merchandise retailer that offers a limited merchandise assortment with little service at low prices to ultimate consumers and small businesses; stores are large and located in low-rent districts, and the goods usually include food and general merchandise. Off-price retailers offer an inconsistent assortment of brand-name, fashion-oriented soft goods at low prices, in exchange for not utilizing the manufacturer's promotional allowances, return privileges, and delayed-payment options.
A catalogue showroom is a retailer whose showroom is adjacent to its warehouse. These retailers typically specialize in hard goods such as housewares, jewelry, sporting goods, garden equipment, and consumer electronics. Catalogue showrooms can offer low prices because they minimize the cost of displaying merchandise, provide minimal service, and are located in lower-rent areas rather than regional malls.
A retail chain is a company operating multiple retail units under common ownership and usually having some centralization of decision making in defining and implementing its strategy. Some retail chains are divisions of larger corporations or holding companies.
Franchising is a contractual agreement between a franchiser and a franchisee that allows the franchisee to operate a retail outlet using a name and format developed and supported by the franchiser. Approximately one-third of all U.S. retail sales are made by franchisees. Some of the most well known franchises in America are McDonald's, Subway, and Dunkin Donuts.
The mail-order retailing of the late 1800s has developed into two types of nonstore retailing: general-merchandise and specialty catalogue retailers and direct-mail retailers. General-merchandise catalogue retailers offer a broader variety of merchandise in catalogues that are periodically mailed to their customers, while specialty catalogue retailers focus on specific categories of merchandise. Direct-mail retailers typically mail brochures and pamphlets to sell a specific product or service to customers at one point in time. Direct-mail and catalogue retailing are attractive business opportunities because a business can be started with minimal inventory and can use existing mailing lists to tailor its mailings to a targeted market.
Text Comprehension
Answer these questions using the active vocabulary of the text.
What is a retail institution?
What are the most basic characteristics of a retailer?
What is a home-improvement centre focused on?
What is the specialization of a catalogue showroom?
Why can catalogue showrooms offer low prices for their products?
What is franchising?
What are the most well known franchises in America?
Why are direct-mail and catalogue retailing considered attractive business opportunities?
Read the text and find the synonyms of the following words.