Each word is to be used only one time.

Transactions, retailing, operating, product returns, retailer, warehouses, expanding, merchandise mix, market, funds, outlets, assemble, consumers, confident.

MEMORANDUM

Date: January 23, 19 –

To: Deborah Boyles

From: Rod Sprague

Subject: Telecommunications in retailing

Deborah, I want some information on the use of telecommunications in the __________ business. Our job is to sell more merchandise and increase our ___________ share. In the past we have done this by increasing the number of our store ___________ and by ___________ our sales volume.

However, in the future, ____________ will be shopping at home with a video display catalog, which will be provided by a participating ______________. Automated __________ will _________________ the goods and banks will transfer _______________ to pay for the merchandise.

I am ___________ that these sorts of ___________ will increase. We must prepare an effective promotion for our goods and we must keep a broad ___________.

Could you please study any possible problems such as ___________, which might lower our profit margin? Also investigate all _______________ costs.

B) List opposites:

from Consumer “Decision-Making”

disloyalty _________________ unaware ________________

careless ___________________ illogical _________________

dislike_____________________ irregularly _______________

input ______________________ general _________________

to slow _____________________ minority _______________

early ______________________ right (correct) __________

IV. DISCUSSION

A) Which of these do most people want or need?

Entertainment a regular holiday free time a car a house movies education better food books household appliances mobile phones a tractor

a computer protection gloves and glasses more fresh air money travel

an estate car software seeds clean water tools to work the land with

expensive clothes stationery products

B) Depending on the type of customers listed below, decide in pairs what would each of them need or want, and why:

- urban, suburban, rural

- yuppies (young urban professional people), office-workers, factory workers,
unemployed, housewives

- well-paid, badly-paid, average-paid

- well-educated, average-educated, uneducated

C) Match the words in the box with the definitions below:

reliability durability goodwill benchmarking warranty serviceability

1. performance over a long period of time

2. comparing what competitors are doing and adopting the best solutions.

3. accurate, regular performance according tospecification.

4. a guarantee or promise that goods will meet a certain specified level, will
be repaired or replaced free of charge in the specified period of time.

5. ease of maintenance and repair

6. customer's satisfaction with and loyalty to a company (hence the
reputation of a company)

Markets and Their Classification

Learning objectives:

Know what markets are

How they are classified

Study and Learn the Words

English	English equivalents	Romanian	Russian
willingness (n)	desire	voinţă	желание
purchase (n)	acquisition	achiziţie	приобретение
reseller (n)	person who buys and sells again	recomerciant	перекупщик
broadly (adv)	largely	pe larg	широко
wholesaler (n)	person who sells in bulk	angrosist	оптовый торговец
retailer (n)	person who sells by piece	vânzător cu amănuntul	розничный торговец
county (n)	district of a country	regiune	округ
highway (n)	main road	drum principal, şosea	шоссе

A marketis a group of individuals, organizations, or both who have needs for products in a given category and who have the ability, willingness and authority to purchase such products. The people or organizations must require the product. They must be able to purchase the product with money, goods, or services that can be exchanged for the product. They must be willing to use their buying power. Finally, they must be socially and legally authorized to purchase the product.

Markets are classified as consumer, industrial, or reseller markets. These classifications are based on the characteristics of the individuals and organizations within each market. Because marketing efforts vary depending on the intended market, marketers should understand the general characteristics of these three groups.

Consumer markets consist of purchasers and/or individual household members who intend to consume or benefit from the purchased products and who do not buy products to make a profit.

Industrial markets are grouped broadly into producer, governmental, and institutional categories. These markets purchase specific kinds of products for use either in day-to-day operations or in making other products for profit. Producer markets consist of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products. Governmental markets comprise federal, state, county, and local governments. They buy goods and services to maintain internal operations and to provide citizens with such products as highways, education, water, energy, and national defense. Their purchases total billions of dollars each year. Institutional markets include churches, private schools and hospitals, civic clubs, fraternities and sororities, charitable organizations, and foundations. Their goals are different from such typical business goals as profit, market share, or return on investment.

Reseller markets consist of intermediaries such as wholesalers and retailers who buy finished products and sell them for a profit.

After classifying and identifying its market or markets, an organization must develop marketing strategies to reach this audience.

I. COMPREHENSION

A) Answer the folloing questions:

1. Define the word “market”.

2. Characterize the relationship between people and products.

3. What groups are markets classified in?

4. What criteria guide this classification?

5. Identify the differences and similarities between the kinds of markets.

II. VOCABULARY PRACTICE

A) Match the words with their definitions:

Consumer market, governmental market, institutional market, reseller market, industrial market, producer market

1. A market that consists of intermediaries such as wholesalers and retailers who buy finished products and sell them for a profit.

2. A market that includes churches, private schools and hospitals, civic clubs, fraternities and sororities, charitable organizations, and foundations.

3. Amarketconsisting of purchasers and/or individual household members who intend to consume or benefit from the purchased products and who do not buy products to make a profit.4.A marketcomprising federal, state, county, and local governments.

5. Amarket thatpurchases specific kinds of products for use either in day-to-day operations or in making other products for profit.

6.Amarket thatconsists of individuals and business organizations that intend to make a profit by buying certain products to use in the manufacture of other products.

B) Complete the sentences with appropriate forms of the words in parentheses:

1. (nonprofit, negotiable) Thrift shops are ________________ stores, and sometimes the prices are _________________.

2. (haggle, defect, merchandise) If the shopper finds __________ in the _____________ she can ________________ over the price.

3. (bin, value) If shoppers look carefully through the __________________ in the stores, real ______________ can be found.

4. (unload, bear) Department stores use sometimes resale stores to _____________ excess merchandise which may ______________ high-quality labels.

5. (price tag, retail price) The prices on the _____________ are lower than what the _________ would be.

6. (inventory, go for, deplete) On busy days like Saturdays when shoppers really _________ low prices, a store’s ______________ may become _______________.

7. (secondhand, consignment) Much of the merchandise in the resale shops is someone’s _________ clothing which is sold on _____________ .

8. (alter, shrink) Many of the items sold on consignment may not be the same size as is written on the label because they have _____________ or have been _______________ .

9. (garment, line) Many of the _______________ found in these stores are from designer ____________ .

10. (wardrobe, apparel) Some people fill their ______________ with secondhand _______ .

III. FOCUS ON GRAMMAR

A) Insert propositions:

1.Because marketing efforts vary depending ….. the intended market, marketers should understand the general characteristics of these three groups. 2. These classifications are based …. the characteristics of the individuals and organizations ……. each market. 3. They buy goods and services to maintain internal operations and to provide citizens ….. such products as highways, education, water, energy, and national defense. 4. Their goals are different ….. such typical business goals as profit, market share, or return on investment.

B) Complete the missing words in the table:

VERB	NOUN
to introduce (a product)
	a launch (of a product)
	a recall
to withdraw (a product from the market)
to promote
to recover
	an increase
to complain
to revise
	an image

IV. ROLEPLAY