Lesson 12.

Retailing.

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.

retailing                                     розничная продажа

ultimate consumer                    конечный потребитель

link                                           звено, связь

mail-order house                      посылторг

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 goods sold goes to the retailer?

7.     What is the trend with a single line retailer now?

Vocabulary practice

Choose the necessary word and put it in the sentence.

 1. … is one function a retailer may perform.       | 1. mail-order

2. You can buy newspapers, cigarettes, cookies from a … .       | 2. discount

3. … is the most expensive link in the chain between a producer and a consumer.    | 3. vending-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 light dresses. | 6. extending credit

7. Wholesaler is an important … between a producer and a consumer.   | 7. link

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

Exercise 3. Answer the questions.

1.     What kind of shops in this country do you know?

2.     What shops are situated not far from your house?

3.     What goods can be bought there?

4.     What specific features do channels of distribution have in this country?

5.     What reforms does this country need to reorganize the channels of distribution?

Exercise 4. Translate into English (стр. 79).

1.     Розничная торговля – это продажа товара конечному потребителю.

2.     В западных странах есть различные типы торговых учреждений: универмаги, супермаркеты, магазины с низкими ценами, посылторги и т.д.

3.     На этот товар можно получить 10% скидку.

4.     Розничный торговец может представить покупателю длительный кредит.

5.      Эта фирма имеет множество торговых точек по всей стране.

6.     Розничный торговец выполняет много важных функций.

7.     Я не знаю центр города, мне необходим справочник магазинов.

8.     В торговом центре вы найдете все необходимые вам товары.

9.     В этом магазине нет бакалейного отдела.