Exercise I. Change the sentences according to the model
Model: When did they want to reimburse for our expenses? (I don't remember).
I don't remember when they wanted to reimburse for our expenses.
1. How will you get a raise? (They don' t care).
2. When did they send you the purchase order? (I don't know).
3. Who are the purchasing agents? (I can't recall).
4. Why didn't they get verbal agreement? (I'll try to find out).
5. Did they staple and file the p.o. ? (I don't know).
6. How large is the sales region? (They don't care).
7. How much is the toll? (It doesn't matter).
8. When will she get commission? (She doesn't know).
Exercise 2. Make up the conditional sentences.
Model: consult the middleman / he - smart
If he were smart, he would consult the middleman.
1) be a wholesaling middleman / he - interested
2) work for themselves / men - independent
3) earn a good salary / he - happy
4) use direct channels / business - successful
5) have the secretary do it / she - there
6) handle it well / he -fail
7) order it next month / I - rich
Exercise 3. Answer the questions.
1. Would you like to be on commission?
2. What expenses do you get reimbursed for at your job?
3. What factors do you need to get a raise?
4. Why isn't a verbal agreement always sufficient?
5. What would you prefer to be : a wholesaler or a retailer?
6. What is a stepping stone to higher positions in your business?
Exercise 4. Translate into English.
1. Оптовая торговля - важный элемент рыночной системы.
2. Товары идут от оптового посредника к потребителю через розничного торговца.
3. Непрямая система сбыта более предпочтительна.
4. Оптовые скупщики приобретают товар.
5. Посредник получает проценты от продажи.
6. Посредник обычно ведет переговоры по поводу купли или продажи.
7. В этом магазине хороший ассортимент товаров.
8. Менеджер по маркетингу скоро получит повышение.
9. Мы вынуждены дорого платить за доставку.
10. Наша фирма возмещает нам расходы за обеды и проезд
11. Это было джентльменское соглашение.
LESSON 12
RETAILING
Text
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 per cent) 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 people. 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
retailing - розничная продажа
ultimate consumer - конечный потребитель
link - звено, связь
mail-order house - посыл торг
vending machine operator - оператор торговых автоматических машин (продающих мелкие товары: газеты, сигареты и т.д.)
discount house - магазин с относительно низкими ценами на товары
cooperative - кооператив
single line retailer - розничный торговец, продающий какой-либо один товар
to perform functions - выполнять функции
extending credit - длительный кредит
outlet - рынок сбыта, торговая точка
discount - скидка
Comprehension Questions
1. What is retailing?
2. What are four different types of retail stores?
3. What are at least two types of retailing that do not include the use of a store?
4. In what way does a retailer serve a customer?
5. In what way does a retailer serve a manufacturer?
6. Which per cent of the price of the good sold goes to the retailer?
7.What is the trend with a single line retailer now?
Vocabulary Practice
Exercise 1. Put the necessary word in the sentence.
1.... is one function a retailer may |
perform. |1mail-order
2. You can buy^newspapers, cigarettes, |
cookies from a… |2 discount
3.... is the most expensive link in the |3 vending-
chain between a producer and a consumer. |machine
4. The firm ... good quality of the |
product. |4 guarantees
5. She doesn't like to go shopping, she |
prefacers to do it by … |5 retailer
6. The department store is having a sale |
and there is a 20 per cent…on all |6 extending
light dresses. |credit
7. Wholesaler is an important... between |
a producer and a consumer. |7 link
Dialogue
(Jean has just moved into a new house. Her neighbour, Liz, has come over to welcome her.)
Jean I am very glad to see you here.
Liz How do you like the new place?
Jean It's marvelous. I am sure we are going to love living here.
Liz Well, have a look, here it's a shopping guide for the neighbourhood and a booklet of discount coupons. New neighbours always receive them. There is one coupon for every store in the shopping guide.
Jean Oh, thank you. It's come in time. I have a lot of shopping to do.
Liz I can imagine, having just moved in. Not far from here there's a very good shopping center. You can also find a huge supermarket, a drugstore, some department stores in the neighbourhood.
Jean Great. Are there any small stores nearby?
Liz Oh, yes. The map is right here in the shopping guide. There is a little drugstore a few blocks away, a little grocery store next to it, a little boutique, an ice cream parlor, a pizza place. You can find a plant store not far from here too.
Jean Are there any good discount houses nearby? We terribly need a new toaster. Everybodyin my family likes toasts for breakfasts very much. I'd like to buy it.
Liz Oh, sure. There is a good discount store in the shopping center. If you like, I'll come with you.
Jean Oh, you needn't. I don't want to trouble you.
Liz No trouble at all. I'd like to do some shopping too. If we go to the discount center I can go to that little cheese shop. I don't want to bother you.
Jean It's no bother at all. Make out your shopping list and I'll be your guide. By the way, you can use your discount coupon for the toaster.
Liz . I am sure you'll buy a good one.
Jean Well, it'll take some time to make a shopping list. I'll have to buy a lot at the grocer's.
Liz This is a good idea. I should have gone shopping yesterday, so I'll make up my list too. Jean By the way, I like your dress very much. It's a perfect fit. Where did you buy it, if you don't mind my asking?
Liz Thank you for compliment. I got it at a very nice little boutique. It's a bit expensive, but there are many interesting and original things. If you are interested we can stop there.
Jean I'm afraid I can't. I have to cook dinner.
Liz Oh, don't trouble yourself with the dinner. Look over the coupons I've given you. You can go out to dinner at a discount store.
Active Vocabulary
shopping guide - справочник магазинов
discount coupon - талон, дающий право приобретения товара по более низкой цене
store - магазин
department store - универмаг
supermarket - супермаркет
grocery - бакалея
shopping center - торговый центр
Vocabulary Practice