Retailing

RETAILING

UNIT 18

Comprehension check.

1. In what areas do wholesalers provide assistance?

2. How do wholesalers help retailers to promote products they sell?

3. Why are wholesalers considered to be a constant source of market information?

4. How do wholesalers provide financial aid?

Grammar: Conditional Sentences. Second Conditional.

Assignment 1. Read and learn the following words and word combinations.

retailing/retailer – роздрібна торгівля/роздрібний торговець, підприємство роздрібної торгівлі; non-store retailing – роздрібна торгівля поза магазином; in-home ~ – роздрібна торгівля на дому;

to intend – мати намір;

telemarketing – телемаркетинг;

vending machine – торговий автомат;

catalogue mail order – каталог поштових замовлень;

utilities – зручність, корисність;

store – магазин, крамниця; retail ~ – магазин роздрібної торгівлі; department ~ – універмаг; variety ~ – магазин дрібних товарів із встановленою шкалою цін; convenience ~ – магазин товарів повсякденного попиту;

hypermarket – величезний супермаркет, гіпермаркет; торговельний комплекс;

supermarket – супермаркет;

warehouse club/buying club – об’єднання роздрібних торговців;

discount shed – одноповерховий роздрібний магазин без вітрин і з мінімальною кількістю зручностей;

specialty shop – спеціалізований магазин;

discounter – магазин, який продає товари за зниженими цінами;

catalogue show room – магазин-демонстраційна зала, який продає товари за каталогами;

confines – межі;

prospective clients – майбутні покупці/клієнти;

consideration – міркування, відшкодування, компенсація;

franchising – франшизінг, видання компанією ліцензії (франшизу) на продаж товару з використанням її марки;

franchisor – компанія, яка має патент на діяльність;

to authorize – уповноважувати, дозволяти;

patronage – клієнтура;

convenient location – зручне розміщення (розташування).

Assignment 2. Read and translate the text.

Retailing is selling goods and services to the ultimate consumer. Retailingincludes all transactions in which the buyer intends to consume the product through personal, family or household use. Retailers,organizations that sell products primarily to ultimate consumers, are important and the most expensive links in the channel of distribution because they are customers for wholesalers and producers. Most retailing takes place inside stores or service establishments, but retail exchanges may also occur outside through telemarketing, vending machines, mail order catalogues and the Internet. Retail institutions provide place, time and possession utilities. In the case of services, retailers develop most of the product’s form utility as well.

Retail stores are often classified according to width of product mix and depth of product lines. The major types of retail stores are department stores, variety stores, hypermarkets, supermarkets, discount sheds, warehouse clubs, specialty shops, convenience stores, discounters, markets and catalogue showrooms.

Specialty retailers offer substantial assortments in a few product lines. They include traditional specialty retailers, which carry narrow product mixes with deep product lines.

Non-store retailing is the selling of goods or services outside the confines of a retail facility. Forms of non-store retailing include: in-home retailing (selling via personal contacts with consumers in their own homes), telemarketing (direct selling of goods and services by telephone), the Internet, automatic vending (selling through machines), mail order and catalogue retailing (selling by description because buyers usually do not see the actual product until it arrives in the mail).

Franchising is an arrangement whereby a supplier grants a dealer the right to sell products in exchange for some type of consideration. Retail franchises are of three general types l) a manufacturer may authorize a number of retail stores to sell a certain brand name item; 2) a producer may license distributors to sell a given product to retailers; or 3) a franchisor may supply brand names, techniques or other services instead of a complete product.

To increase sales and store patronage, retailers must consider several strategic issues. 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. The retailer also stores the goods in his outlet by having goods available.

Assignment 3. Answer the following questions.

1. What is the difference between the terms ‘retailing’ and ‘retailers’?

2. Where does most retailing take place?

3. How are retail stores classified?

4. What are the major types of retail stores?

5. What is a department store?

6. What do specialty retailers include?

7. What is non-store retailing? What forms does it include?

8. What is franchising?

9. What strategic issues must retailers consider?

Assignment 4. Translate and study the following definitions.

Department stores	Physically large stores that occupy prominent positions in the traditional heart of the town or city.
Variety stores	Slightly smaller stores than department stores, offering a reduced range of merchandise.
Supermarkets	Large, self-service stores that carry a complete line of food products as well as other convenience items.
Hypermarkets	Stores which take the benefits of the superstore even further, using their greater size to give the customer a wider range and depth of products.
Discount sheds	Cheaply constructed, one-storey retail stores with no window displays and few add-on amenities.
Warehouse clubs	Large scale stores which deal with operations combining cash-and-carry wholesaling with discount.
Specialty shops	Stores that offer self-service and a great level of assistance comes from stores personnel; they carry a narrow product mix with deep product lines.
Convenience stores	Shops that sell essential groceries, alcoholic drinks, drugs and newspapers outside the traditional shopping hours.
Non-store retailing	The selling of goods or services outside the confines of a retail facility.
In-home retailing	Selling via personal contacts with consumers in their own homes.
Automatic vending	The use of coin operated self-service machines to sell small, standardized, routinely purchased products such as chewing gum, sweets, newspapers, cigarettes, soft drinks and coffee.
Mail order retailing	Selling by description because the buyers usually do not see the actual product until it arrives in the mail.
Catalogue retailing	A type of mail order retailing in which customers receive their catalogues by mail, or pick them up if the catalogue retailer has stores.

Assignment 5. Agree or disagree with these statements. Use the following phrases:

That’s wrong …

That’s (quite) right …

That’s not quite true to the fact …

According to the text…, etc.

1. Retailing provides channels of distribution which help to bring goods to the market. 2. Retailers sell products to ultimate consumers. 3. Retail institutions provide place, time and possession utilities. 4. The major types of retail stores are department stores, variety stores, hypermarkets and supermarkets, as well as, manufacturer’s sales offices and branches. 5. Non-store retailing is the selling of goods or services through machines. 6. Retail stores are often classified according to width of product mix and depth of product lines. 7. Franchising is the element of a brand, represented by a symbol or design.

Assignment 6. Put questions to which the following sentences are answers.

1. Most retailing takes place inside stores or service establishments. 2. In the case of services, retailers develop most of the product’s form utility. 3. Forms of non-store retailing include in-home retailing, telemarketing, the Internet, automatic vending,mail orderand catalogue retailing. 4. There are three general types of retail franchises. 5. To increase sales and store patronage, retailers must consider several strategic issues. 6. The retailer can finance the customer by extending credit.

Assignment 7. Translate into Ukrainian.

To consume the product through personal, family or household use; the most expensive links in the channel of distribution; retail exchanges may occur outside; possession utilities; according to width of product mix and depth of product lines; to carry narrow product mixes with deep product lines; to sell a certain brand name item; to consider several strategic issues; to service the merchandise; to extend credit.

Assignment 8. Translate into English.

Продавати товари, насамперед, кінцевим споживачам; суттєвий (широкий) асортимент; поза межами; продаж завдяки особистим контактам; поки товар не прийде поштою; надавати дилеру право; в обмін на якусь компенсацію; забезпечити назву марки; зберігати клієнтуру; просувати товар через виставки; мати товари в наявності.

Assignment 9. Replace the Ukrainian words and phrases by appropriate English equivalents. Translate the sentences.

1. (Магазини дрібних товарів із встановленою шкалою цін) are characterized by low cost facilities, self-service shopping, central payment points and multiple purchases. 2. Within a (універмаг), related product lines are organized into separate departments such as cosmetics, men’s and women’s fashions and accessories, housewares, home furnishings, haberdashery and toys. 3. Oriented towards car-borne shoppers, (одноповерхові роздрібні магазини без вітрин) have large, free car parks and spacious stock facilities to enable buyers to take delivery of their purchase immediately. 4. (Об’єднання роздрібних торговців) also sell to (кінцеві споживачі) affiliated with government credit unions, schools, hospitals and banks. 5. (Спеціалізовані магазини) depend on the town centre’s general parking facilities and on proximity to a key trader which will generate pedestrian traffic.

Assignment 10. Give the synonyms to the following words. Make up your own sentences with them.

To buy, ultimate consumer, primarily, expensive, warehouse club, substantial, consideration.

Assignment 11. Substitute underlined words with their synonyms (see as.10). Translate the sentences.

1. Convenience products are relatively inexpensive and frequently bought items. 2. A middleman is a person that enters the distribution process between the manufacturer and the ultimate consumer. 3. This is primarily a wholesale transaction. 4. The mobile phone he has chosen is the most expensive. 5. Warehouse clubs are large scale stores dealing with operations combining cash-and-carry wholesaling with discount. 6. Specialty retailers offer substantial assortments in a few product lines. 7. She helps to push the items in exchange for some type of consideration.

Assignment 12. Translate into English.

1. Роздрібні торговці – це організації, які продають товари кінцевим споживачам. 2. Більшість операцій з роздрібної торгівлі здійснюється в магазинах, але продаж товарів уроздріб може відбуватись через телемаркетинг за допомогою торгових автоматів, каталогів поштових замовлень або через Інтернет. 3. Франшизінг – це процес передачі дилеру від постачальника права продавати товари в обмін на деяку компенсацію. 4. Щоб збільшити продаж та зберегти клієнтуру, роздрібні торговці повинні розглядати декілька стратегічних питань. 5. Цей покупець не має наміру купувати товари у магазинах зі зниженими цінами.

Assignment 13. Read and translate the newspaper article. Give the title to the article and prove your choice. Give a brief summary of the article.

How can a manufacturer make sure that retailersdo a good job in selling his products? The problem particularly concerns products that need a special approach and ser­vice to the consumer. Cosmetics and records are two ex­amples of such lines. One solution is for the manufactu­rer to move directly into retailing either by buying a retail chain outright, or by renting space from a retailer on a shop-within-a-store basis. Such arrangements give the manufacturer more control over the stock and he can push the lines with the biggest turnover potential as well as apply special merchandising expertise.

Paperback books illustrate the problem. Paperbacks have an enormous market potential but probably the worst place to sell them is a traditional bookshop; 65% of the popula­tion never visit such places. Websters Publications have adopted a radical approach. Websters face the same prob­lem as a manufacturer who wants to encourage efficient retailing of his products. Websters own 75% of Bookwise Service, a national wholesaler who provides an in-store merchandising service that distributes titles selected from UK paperback publishers through a wide range of retailoutlets. The company has display stands in, for example, national supermarket chains, Woolworths, and in news­agents throughout the country. The retailer does not charge rent, can withdraw the space at any time, and buys the stock at selling price less one third discount. Bookwise takes full responsibility for servicing the stand and generating turnover. For example, eye-catching displays are put at strategic locations, such as near the till. And salesmen visit each stand as often as twice a week, alter the display emphasis and top up lines. The benefits vary for the re­tailer. Multiple retailers can make better use of any dead selling space they have. Newsagents can achieve a better integrated turnover. But in all cases the retailer can par­ticipate in a growth market at increased profit and hardly any risk. As for Bookwise, the company has quadrupled its volume turnover in the last four years and now has a market share of 15% of the total UK paperback market.

Bookwise has built up a strong position at both ends of the trade. At the publishing end its bulk buying policy pro­duces bigger discounts for Bookwise and longer print runs for the publisher. At the retail end, the company’s emphasis on service should help it to beat any competi­tion and maintain its market position. The growth poten­tial seems very good indeed.

Vocabulary:

outright – безпосередньо

shop-within-a-store – тут торговельний відділ усередині магазину

to push the lines – тут продавати товари

merchandising expertise – досвід продажу

paperback book – книга у паперовій обкладинці

Websters Publications – «Уебстерс Паблікейшнс» (назва видавництва)

to face a problem – стикатися з проблемою

Bookwise Service – «Букуайз Сервіс» (національна компанія з гуртового продажу)

in-store service – обслуговування усередині магазину

titles – тут книги (з різними назвами)

Woolworths – «Вулвортс» (назва магазинів цієї мережі)

to charge rent – брати плату за оренду

to withdraw the space – тут позбавити місця продажу

to generate turnover – створювати грошовий обіг

eye-catching – яскравий; що кидається в очі

till – тут каса

to alter – міняти (місцями)

display emphasis – тут яскраві експонати

dead sailing space – тут невигідний простір для продажу

to quadruple – збільшувати в чотири рази

volume turnover – загальний обіг

at both ends – тут з обох сторін

at the publishing end – з боку видавництва

Grammar: Conditional Sentences. Second Conditional (p.283)

Для позначення малоймовірнихситуаційу теперішньомуабомайбутньому часі (imaginary future) використовуються речення « малоймовірної » умови – Second Conditional. Сполучник if перекладається сполучником «якби». У головному реченні присудок перекладається умовним способом (частка б/би).

If-clause (condition)	Principal clause (result)
If + Past Simple / Past Continuous	Would + Indefinite infinitive
IfI lostmy job tomorrow,   Якби я втратив роботу завтра,	I would moveto London to find another one. я переїхав би до Лондона, щоб знайти іншу.

* У реченнях з Second Conditional дієслово be вживається лише уформі were:

e.g. If Ann were here, she would help us.

* Можливе використання модальних дієслів might або could замість would:

e.g. If we had the financing, we could expand much more rapidly.

If the terms of the contract were different, we might accept it.

Assignment 14. Make up 5 sentences from the table and translate them.

If	I	were you	I	should/would	spend less money in useless ways
he/she	signed the document	he/she	be in great demand
we	were a manager	we	buy a new car
you	advertised the goods	you	make a profit
they	made regular payments	they	make a decision

Assignment 15. Complete the following sentences.

1. If I were you,.... 2. If your goods were up to the sample,.... 3. If you guaranteed regular supplies,.... 4. If our partners promised delivery within two weeks,.... 5. If your prices were competitive,.... 6. If we had in stock the items you need,.... 7. If I were asked to work overtime, …. 8. If I found a job abroad, …. 9. If a teacher saw someone cheating during an exam, …. 10. If your company bought a new equipment, ….

Assignment 16. Answer these questions with a conditional sentence “ What would you do if...”

1.... you won lots of money? 2.... you were a famous film star? 3.... you were to change your job? 4.... you wanted to buy someone a really good present? 5.... you applied for a manager’s job? 6. … you were fired? 7. … you were a president of a big company?

Assignment 17. Put the verbs in brackets into the correct form. (All the sentences refer to the present or future).

1. If we reached an agreement, we (sign) the contract. 2. If market prices (rise), we would talk about a bull market. 3. If you (can) send us this information, we would be very grateful. 4. Our products (not sell) if we didn’t have a strong sales department. 5. If she had more money, she (spend) her summers in Italy. 6. If you (provide) a better service, you would get more customers. 7. We would save money if we (employ) our own people. 8. If I (win) a lot of money, I would feel very happy. 9. If nothing better (turn up), he would apply for this job. 10. If I were you, I (be) more careful.

Assignment 18. Translate into English.

1. На вашому місці, я б замовив їх продукцію. 2. Якби ви платили за товари готівкою, вам би надавали знижки. 3. Ми б швидше доставляли товари, якби вчасно отримували замовлення. 4. Якби ми знайшлидосвідченогомаркетолога, ми би зробили ринкове дослідження. 5. Якби компанія отримувала прибутки, вона би купила нове обладнання. 6. Ваші товари швидше би продавалися, якби ви їх краще просували. 7. Я би був задоволеним, якби знайшов високооплачувану роботу.

* Wish може використовуватися в Second Conditional,коли ви про щось шкодуєте. У цьому випадку w ish вживаєтьсяв головному реченні іперекладається як шкода, на жаль. Якщо присудок підрядного речення стоїть у стверджувальній формі (Past Simple/Past Continuous), він перекладається заперечною формою і навпаки.

e.g. I wish I knew her telephone number. – Шкода, що я не знаю її номера телефону. I wish the car weren’t so expensive. – Шкода, що машина така дорога.

Assignment 19. Paraphrase the following sentences using “I wish”. Translate the sentences.

Model: It’s a pity I am not a sales manager. – I wish I were a sales manager.

1. It’sa pity we don’t sell our products. 2. It’s a pity they don’t deliver the goods in time. 3. Unfortunately the project isn’t profitable. 4. I’m sorry I don’t know the firm’s address. 5. It’s a pity the prices are too high. 6. Unfortunately we have no access to their market. 7. What a pity their terms aren’t favourable. 8. Unfortunately this way leads to bankruptcy.

Assignment 20. Translate into English using ‘I wish’.

1. Шкода, що ви не демонструєте ваші товари на виставці. 2. Шкода, що ви не співпрацюєте з цією компанією. 3. На жаль, ваші товари не користуються попитом. 4. Шкода, що вони не рекламують свою продукцію. 5. На жаль, наші партнери запізнюються. 6. Шкода, що ти віриш у цей проект. 7. На жаль, у фінансовому звіті багато помилок.

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