Pre-Text Exercises. 6.1.1 Memorize the following words and word–groups from the texts of the unit:

6.1.1 Memorize the following words and word–groups from the texts of the unit:

retailing retailer   survival vending machine conventional retailer   single-line store limited-line store   related products mass-merchandiser   turnover sales volume convenience store direct mail door-to-door selling wholesaling wholesaler   merchant wholesaler   wholesale sale to take title to agent middleman   soft goods

- розничная торговля - розничный торговец; розничное предприятие - выживание - торговый автомат - специализированное розничное торговое предприятие - специализированный магазин - магазин с ограниченным ассортиментом - сопутствующие продукты - розничное торговое предприятие массового ассортимента - оборот - объем реализованной продукции - магазин товаров повседневного спроса - почтовая реклама - продажа вразнос - оптовая торговля - оптовый торговец; оптовое предприятие - оптовый покупатель; оптовый скупщик - оптовая продажа - владеть - агент-комиссионер; посредник между производителем и покупателем - текстильные товары

6.1.2 Recall the meaning of the verbs used in the texts of the unit. You may use

a dictionary if necessary

- to cover; - to concern; - to involve; - to spend; - to shop; - to lose; - to evolve; - to differ; - to serve; - to provide; - to develop;

- to expand; - to deliver; - to specialize; - to reject; - to accept; - to offer; - to get; - to emphasize; - to say; - to perform; - to charge.

6.1.3 Translate the derivatives, paying attention to the parts of speech they belong to

to survive (выживать) – survival – survivor;

to compete (конкурировать; состязаться) – competition – competition-free – competitive – competitiveness - competitor;

to relate (устанавливать связь; определять соотношение) – related – relation-

ship – relative - relatively;

own (собственный) - to own - owner – ownerless – ownership;

help (помощь) – to help – helper – helpless – helpful;

merchandise (товары) – to merchandise – merchandiser – merchandising – merchant – merchantable – merchantability – merchantman (торговое судно).

6.1.4 Work with compound words:

a) Form compound words according to the model. Pay attention to their meaning

Model: market (рынок) + sharing (разделение; распределение)

market–sharing – раздел рынков

tariff price capital tax money rent

raising

decision policy model tariff program

making

risk profit inventory

taking

task risk tax cost

sharing

b) Make up sentences with any of the compound words

Model: Market–sharing is possible among competitors.

6.1.5 Work with numbers:

a) Write the following numbers:

- fifty-seven; seven hundred; seven hundred and fifty-seven; four thousand seven hundred and fifty-seven; one million three hundred and fifty-five thousand.

- seven point one; seven point fifty two; one second; one fifth; two fourths; four and two fourths.

- in nineteen ninety eight; in eighteen twelve.

b) Read the following numbers:

- 40; 400; 416; 416,000; 2,416,000; 30; 35; 300; 355; 355,000; 1,355,000.

- 1.5; 1.52; 7.1;2.09.

- ½; ¼; 6½; 5¾.

- in 1945; in 1992.

6.1.6 Translate the following phrases paying attention to Participle I, II. Make up sentences with these phrases

Model: wholesalers offering a low price.

оптовики, предлагающие низкую цену.

- the manager making a decision;

- the department using outside specialists;

- a retailer losing a customer;

- mass-merchandisers selling “soft” goods;

- consumers buying goods and services.

Model: the date collected for the situation analysis.

данные, собранные для анализа ситуации.

- the activities involved in the sale of products;

- discount prices offered by retailers;

- the concept accepted by retailers;

- the functions performed by merchants;

- the information gathered by the marketers;

- the idea rejected by some retailers.

6.1.7 Change the following sentences using Participle constructions instead of the attributive clause

Model: a) Marketing managers who use scientific methods make better decisions.

Marketing managers using scientific methods make better decisions.

b )The goods which are produced by the company meet the customer’s needs.

The goods being produced by the company meet the customer’s needs.

There are many wholesalers who perform different marketing functions.

Many goods which are produced by industrial manufacturers are direct.

Some retailers charge the full price which was suggested by a manufacturer.

Some manufacturers offer incentives to distributors who sell their products.

The production line which is changed by the manufacturer can be costly and time-consuming.

There are telephone supermarkets - now a reality - which sell only by phone and deliver all orders.

6.2 Text A. Retailing. (Read the text and be ready to do the assignments thatfollow)

1 Retailing covers all the activities involved in the sale of products to final customers. Retailing is important to all of us. As consumers, we spend $ 1.6 trillion (that’s $ 1,600,000,000,000!) a year buying goods and services from retailers.

2 Retailers are directly involved with final customers so their strategy planning is critical to survival. If a retailer loses a customer to a competitor, the retailer is the one who suffers.

There are about 1.5 million retailers in the United States and they are constantly evolving. Retailers differ in terms of the product assortments they sell.

3 Most conventional retailers are single-line or limited line stores that specialize in certain lines of related products than a wide assortment. Conventional retailers have a “buy low and sell high” philosophy.

Some modern retailers reject these ideas. They accept the mass-merchandising concept - which says that retailers should offer low prices to get faster turnover and greater sales volumes - by appealing to larger markets.

4 Mass-merchandisers are large, self-service stores with many departments that emphasize “soft goods” (house wares, clothing, and fabrics).

Supermarkets, discounters, and mass-merchandisers provide many different products “under one roof”. Yet they are inconvenient in other ways. Let’s look at some retailers who have met a need by focusing on convenience.

5 Convenience (food) stores are a convenience-oriented variation of the conventional limited-line food stores. Instead of expanding their assortment, however, convenience stores limit their stock to items like bread, milk, ice cream, and beer.

6 Automatic vending is selling and delivering products through vending machines.

7 Telephone and direct-mail retailing allow consumers to shop at home -usually placing order by mail or a toll-free long-distance telephone call – and charging the purchase to a credit card.

8 Door-to-door selling means going directly to the consumer’s home.