Учебно-методическое пособие по обучению профессиональному общению. Коровина Н.А - 34 стр.

lishments and nearly two-thirds of total wholesale trade. They accom-                                 What is Retailing?
plish this by continuing to provide desired services to manufacturers,
                                                                                  Harrods is engaged in retailing activities. Giant stores like Har-
retailers, and industrial buyers.
                                                                           rods may generate daily sales of several million dollars, while a small
                                                                           shoe store may have annual sales of less than $ 100.000. But both
     Answer the questions:
                                                                           large and small perform the major activity: creating time, place and
     1. The term wholesaling – how is it applied?
                                                                           ownership utility. In a very real sense, retailers are the marketing
     2. What are the groups of independent wholesalers?
                                                                           channel for most consumers, since the typical shopper has little contact
     3. What do the operating expenses of wholesaling middleman
                                                                           with manufacturers and virtually none with wholesaling intermediar-
depend on?
                                                                           ies. As a result, the services provided – location, store hours, quality of
                                                                           salespeople, store layout, selection and the returns policy, among oth-
      TEXT 2
                                                                           ers – are often more important than the physical product in developing
                               Retailing                                   consumer images of the products and services offered.
            (the description if Harrods department store)                         Retailing may be defined as all the activities involved in the sale
                                                                           of products and services to the ultimate consumer.
       When the door opened at 9 a.m. thousands of people pushed in
                                                                                  The supermarket is a large-scale departmentalized retail store
and run through the store four floors. Many had camped overnight in
                                                                           offering a variety of food products such as meat products, canned
the street outside. By midmorning the crush was so thick it was impos-
                                                                           goods, and frozen goods in addition to various nonfood items. It oper-
sible to enter or leave the store. There were 6.500 staff workers on
                                                                           ates on a self-service bases and emphasizes low prices and adequate
duty to deal with the crowds including a beefed-up security force to
                                                                           parking facilities.
handle a situation described by store officials as perfect cover for
                                                                                  Supermarket customers typically shop once or twice a week.
shoplifters. In the china department according to one witness, there
                                                                                  With a razor-thin profit margin (only about 1 percent of sales af-
seemed to be more breakages than purchases. In the fur department a
                                                                           ter taxes) supermarkets complete through careful planning of retail
group of people demonstrating against cruelty to animals was ignored
                                                                           displays in order to sell a large amount of merchandise each week and
by women sweeping half-price luxury furs off the racks. Security men
                                                                           by retaining a low investment in inventory. In an attempt to fight the
had to restore order in the electronics department where jostling
                                                                           fast-food threat – the tendency of consumers to eat many of their
crowds caused more than $12.ooo worth of damage to stereo equip-
                                                                           meals outside the home – supermarkets have begun to feature their
ment and television sets. One customer was dragged out through an
                                                                           own delicatessen. In Florida, the supermarkets sell fried chicken by the
emergency exit to end a tussle over a bargain. A fistfight was narrowly
                                                                           bucket. Supermarkets General of New Jersey has even established
avoided in the linen department where satin-look sheets were selling
                                                                           cafeterias and snack shops in factories.
for $2.40 each.
                                                                                  Supermarkets carry nonfood products such as magazines, re-
       The store where Queen Elizabeth has some of her shoppings
                                                                           cords, small kitchen utensils, toiletries and toys for two reasons: con-
done, holds the most popular of the annual New Year’s sales that turn
                                                                           sumers have displayed a willingness to buy such items in supermar-
London department stores into battle grounds.
                                                                           kets, and supermarket managers like the profit margin on the items,
       Almost a city in itself , it arranges funerals, caters, weddings,
                                                                           which is higher than that of food products. Nonfood sales account for
plans vacations, sеlls hоuses and has its own bank. It advertises itself
                                                                           almost one-fourth of all supermarket sales.
as the store where you can buy “a pound of potatoes or mink coat."


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