Assignments. 6.3.1 Comment on the figures given in the text

6.3.1 Comment on the figures given in the text

6.3.2 Look through the text again, find and translate the sentences which give:

a) the definition of conventional retailers;

b) the definition of mass-merchandisers;

c) the definition of convenience stores.

6.3.3 Answer the following questions, basing your answers on the text:

What is retailing?

Why is retailing important to all of us?

How do retailers differ?

What philosophy have conventional retailers?

What is the main idea of the mass-merchandising concept?

What kinds of retailers focus on convenience?

6.3.4 Support or challenge the following statements:

Retailers are not involved with final customers.

There are 416.000 retailers in the United States.

Most conventional retailers are large self-service stores with many departments.

Mass-merchandisers have a “buy low and sell high” philosophy.

Convenience stores don’t expand their assortment.

Door-to-door selling means selling products through vending machines.

6.3.5 Find English equivalents for the following word-groups used in the text. Make up sentences with these word-groups:

- продажа товаров;

- непосредственно связаны;

- теряет покупателя;

- широкий ассортимент;

- отвергать эти идеи;

- придавать особое значение текстильным товарам;

- под одной крышей;

- бесплатный междугородний разговор.

6.3.6 Judging by the context, say what the word-group “soft goods” means

6.3.7 Translate paragraphs 3 – 8 of the text without using a dictionary

6.3.8 Make a list of the words used for describing conventional retailers’ and mass-merchandisers’ concepts

6.3.9 Work in pairs. (Tell your fellow-student about the difference between conventional retailers’ philosophy and mass-merchandisers’ concept using your list of the terms from task 6.3.8)

6.3.10 State which sentences of the text can be omitted without breaking the understanding of its main idea. Write a summary of the text

6.3.11 Render the text using your written summary

6.3.12 Find English equivalents given below for the following Russian word-groups. They will help you understand text B

- имеет дело с; - коммерческие потребители; - выше и ниже их; - сортировка; - но имейте в виду; - товарный ассортимент

- оптовик-покупатель; - отличительная черта; - владеть товарами; - оптовые предприятия, оказывающее покупателям разные услуги, связанные с продажей.

- distinguishing characteristic; - above and below them; - profit margins; - grading; - to take title to products; - service wholesaler;

- is concerned with; - merchant wholesaler; - but keep in mind; - commercial users; - product line.

6.4 Text B. Wholesaling. (Scan the text and say in which paragraph you can find:

- the definition of wholesalers;

- the functions of wholesalers;

- the main characteristics of merchant wholesalers;

- the definition of agent middlemen;

- the information about the basic kinds of merchant wholesalers)

1 Wholesaling is concerned with the activities of those persons or establishments which sell to retailers and other merchants, and/or industrial, institutional, and commercial users, but who do not sell in large amounts to final customers.

2 Wholesalers are firms whose main function is providing wholesaling activities. Wholesalers may perform certain functions for those above and below them in a channel of distribution. These wholesaling functions really are variations of the basic marketing functions - buying, selling, grading, storing, transporting, financing, risk taking, and gathering market information. But keep in mind that these functions are provided by some but not necessarily all - wholesalers. Wholesalers typically specialize by product line. But they do provide different functions.

There are many types of wholesalers.

3 Merchant wholesalers are the most numerous and account for just over half of wholesale sales. Their distinguishing characteristic is that they take title to (own) products. They often specialize by certain types of products or customers. They also tend to service relatively small geographic areas.

4 Agent middlemen are wholesalers who do not own the products they sell. Their main purpose is to help in buying and selling. Agent middlemen - like merchant wholesalers - normally specialize by customer type and by product or product line.

There are two basic kinds of merchant wholesalers: 1) service (sometimes called full-service wholesalers) and 2) limited-function or limited-service wholesal-

ers. Their names explain their difference.

6.4.1 Correlate the following groups of words and phrases on the left to the marketing terms on the right:

1) the most numerous; over half of wholesale sales; to take title to products.   2) buying; selling; grading; storing; transporting; financing; risk-taking; gathering market information.   3) wholesalers; not to own products; to help in buying and selling.   4) activities; to sell to retailers; establishment; merchants; commercial users; final customers.

a) the wholesaling functions;   b) merchant wholesalers;   c) wholesaling;   d) agent middlemen.

6.4.2 Change the following sentences using the verbs do or did. These verbs are used for emphasis

Model: Wholesalers perform certain functions.

Wholesalers do perform certain functions.

The customer returned the product to the store.

The customer did return the product to the store.

Merchant wholesalers take title to products.

The producer used direct channels of distribution.

Usually retailer stands between wholesalers and final customers.

The retailers charged 25 percent more that the price they paid for the item.

Restaurants, hotels, and cafeterias purchase about $80 billion worth of food a year - mostly from merchant wholesalers.

We buy goods and services from retailers.

Agent middlemen help in buying and selling.

6.4.3 Translate the following sentences into English:

Оптовая торговля связана с деятельностью тех лиц или учреждений, которые продают товары розничным торговцам.

Оптовики могут выполнять определенные маркетинговые функции.

Существует много типов оптовиков.

Оптовики-покупатели владеют товаром, который они продают розничным торговцам.

Агенты-посредники не владеют товаром, который они продают.

6.4.4 Complete the sentences:

Wholesaling is concerned with …

Wholesalers are firms …

The wholesaling functions are …

Merchant wholesalers are the most …

Agent middlemen are …

6.4.5 Retell text B in short

6.4.6 Summarize the general ideas of texts A and B

6.5 Text C. (Read the text and say what information about retailing and wholesaling is old and what information is new to you)

Retailers are directly involved with final customers. Retailers differ in terms of the product assortments they sell. There are about 1.5 million retailers in the United States compared to about 416,000 wholesalers and 355,000 manufacturers. As consumers, we spend $ 1.6 trillion a year buying goods and services from retailers.

Wholesalers are firms whose main function is providing wholesaling activities.

Merchant wholesalers are the most numerous. Their distinguishing characteristic is they take title to products.

Agent middlemen are wholesalers who do not own the products they sell.

Many wholesalers are now modernizing their warehouses and physical handling facilities (погрузочно-разгрузочные средства). Products are marked with bar codes (защитный код) that can be read with hand-held scanners - so inventory, shipping (перевозка) and sales records (торговый учет) can be easily and instantly updated (корректировать).

6.5.1 Study Exhibit 10 and speak about the difference between the channels of distribution.

direct channel of distribution

Consumer Producer

indirect channel of distribution

Consumer Retailer Wholesaler Producer

Exhibit 10 Channels of distribution

6.5.2 Put five special questions to the text

6.5.3 Check if you remember the active vocabulary of the unit. Choose the Russian equivalents for the English ones:

1 sales volume; 2 direct mail; 3 survival; 4 soft goods; 5 wholesale sale; 6 related products; 7 turnover; 8 vending machine; 9 production line; 10 retailer; 11 door-to-door selling; 12 single-line store; 13 to take title to (products); 14 credit card; 15 wholesaler.

1 торговый автомат; 2 розничный торговец; 3 кредитная карта; 4 владеть(товаром); 5 продажа вразнос; 6 продавец; 7 специализированный магазин; 8 конкурент; 9 оптовый торговец; 10 производственная линия; 11 возможности; 12 почтовая реклама; 13 покупатель; 14 текстильные товары; 15 ассортимент; 16 выживание; 17 сопутствующие товары; 18 объем реализованной продук- ции; 19 оборот; 20 оптовая продажа.

Unit

The Problem Area of the Unit: Grammar:

What is Physical Distribution (PD)? Participle II, Past Indefinite