A. Read these groups of words and translate them into Russian

to sell - seller - sale - sales – salesman - sales clerk – sales assistant

wholesale - wholesales - wholesale business - wholesale price - wholesale dealer - wholesaler

retail business - retail price - retail dealer – retailer

B. Describe the direct and indirect channels of product distribution according to the following chart, start your description with: “Consumer goods ……………”

Task 13 Combine two sentences using «and in doing so» as in the model:

Model: The wholesaler buys goods in bulk. It helps production. → The wholesaler buys goods in bulk and in doing so he helps production.

1. The wholesaler buys goods in bulk. It relieves the manufacturer of various risks.

2. The wholesaler sells goods in small quantities to retailers. It helps retail business.

3. The wholesaler sells goods in small quantities to retailers. It relieves the retailer of various risks.

Task 14 Translate these sentences into Russian paying attention to the words «risk- risky».

Task 15: Make sentences and translate them into Russian paying attention to the word «to result»:

TEXT 4: MASS MARKETING

Selling goods in large quantities is called mass marketing. This kind of large-scale selling is well illustrated by the modern supermarket. The supermarket is a huge store that sells hundreds of different kinds of products of nearly every brand. At first the supermarket was mainly a food store. Now it also often sells drugs, auto supplies, phonograph records, clothes, hardware, and many other products.

Another example of mass marketing is the department store. This is a large store that has many separate sections for selling different kinds of goods.

The type of marketing that is used in supermarkets and department stores is called self-service. It is an efficient and inexpensive way to sell goods because it is labor-saving. Self-service is a modern method of marketing. Many years ago, storekeepers hired clerks to sell their goods. Each clerk waited on only one customer at a time. In today's self-service stores, many customers can shop at the same time, and one clerk can help many more people.

Standard packaging also adds to the efficiency of the self-service system of marketing. Goods come from the factory already wrapped. Crackers, for instance, are sealed in double wrappers and sold in boxes. Sugar comes in boxes or bags of different weights. Steaks, chops, and other meats are cut in convenient sizes and wrapped in plastic. Years ago crackers came in a barrel. They were weighed out for each customer. Sugar also was scooped out of a barrel. It was poured into a paper bag and weighed for each customer. Today few items have to be weighed or measured in the store.

Another feature of mass marketing is the one-price system. This means that the selling price is stamped on every item. The one-price system was first used by Wanamaker's department store in Philadelphia more than 100 years ago. Now it is standard everywhere.

Vocabulary:

Comprehension Questions:

1. What is mass marketing?

2. What is a supermarket? Are there many supermarkets in Chita?

3. What is the difference between a supermarket and a department store?

4. What is self-service? What are the main characteristics of this method of distribution (selling) goods?

5. What is your attitude towards the modern system of mass marketing? Where do you prefer to do shopping?

TEXT 5: SUPERMARKETS

A supermarket is a self-service store offering a wide variety of food and household merchandise, organized into departments. It is larger in size and has a wider selection than a traditional grocery store, also selling items typically found in a convenience store, but is smaller and more limited in the range of merchandise than a hypermarket.

The supermarket typically comprises meat, fresh produce, dairy, and baked goods departments, along with canned and packaged goods as well as for various non-food items such as household cleaners, pharmacy products and pet supplies. Most supermarkets also sell a variety of other household products that are consumed regularly, such as alcohol (where permitted), medicine, and clothes, and some stores sell a much wider range of non-food products.

The traditional supermarket occupies a large amount of space, usually on a single level. It is usually situated near a residential area in order to be convenient to consumers. Its basic appeal is the availability of a broad selection of goods under a single roof, at relatively low prices. Other advantages include ease of parking and frequently the convenience of shopping hours that extend far into the evening or even 24 hours a day. Supermarkets usually allocate large budgets to advertising, typically through newspapers.

Supermarkets usually offer products at low prices. Customers usually shop by placing their selected merchandise into shopping carts (trolleys) or baskets (self-service) and pay for the merchandise at the check-out. At present, many supermarket chains are attempting to further reduce labor costs by shifting to self-service check-out machines, where a single employee can oversee a group of four or five machines at once, assisting multiple customers at a time.

A larger full-service supermarket combined with a department store is sometimes known as a hypermarket. Other services offered at some supermarkets may include those of banks, cafés, childcare centres, photo processing, video rentals, pharmacies and/or petrol stations.

Vocabulary:

Comprehension Questions:

1. What can you buy at the supermarket?

2. Do you find it convenient to do shopping at a supermarket?

3. What are the basic advantages of the supermarket?

4. What are the most popular supermarkets in your residential area?

Task 16 Look through the list of products you can buy at the American supermarket. Is the assortment of goods just the same in Russian supermarkets? What products do you usually buy in the supermarkets?

- Alcoholic beverages

- Baby foods and baby-care products such as disposable diapers

- Breads and bakery products

- Books, newspapers, and magazines, including supermarket tabloids

- Bulk dried foods such as legumes, flour, rice, etc. (typically available for self-service)

- Canned goods and dried cereals

- Car-care products (motor oil, cleaners, waxes)

- CDs, DVDs, and videos (including video rentals)

- Cigarettes and other tobacco products

- Clothing and footwear (typically a general, limited assortment)

- Confections and candies

- Cosmetics

- Dairy products and eggs

- Delicatessen foods (ready-to-eat)

- Diet foods

- Electrical products such as light bulbs, extension cords, etc.

- Financial services and products such as mortgages, credit cards, savings accounts, wire transfers, etc. (typically offered in-store by a partnering bank or other financial institution)

- Flowers

- Frozen foods and crushed ice

- Fresh produce, fruits and vegetables

- Greeting cards

- House-cleaning products

- Housewares, Dishware and cooking utensils, etc. (typically limited)

- Laundry products such as detergents, fabric softeners, etc.

- Lottery tickets

- Luggage items (typically limited)

- Meats, fish and seafoods (some stores may offer live fish and seafood items from aquarium tanks)

- Medicines and first aid items (primarily over-the-counter drugs, although many supermarkets also have an on-site pharmacy)

- Nonalcoholic beverages such as soft drinks, juices, bottled water, etc. (some stores may have a juice bar that prepares ready-to-drink freshly squeezed juices, smoothies, etc.)

- Personal hygiene and grooming products

- Pet foods and products

- Seasonal items and decorations

- Snack foods

- Tea and Coffee (some stores may have a commercial-style grinder, typically available for self-service, and/or a staffed coffee bar that prepares ready-to-drink coffee and tea beverages)

- Toys and novelties

Task 17

A. Transform the italicized parts of the sentences using Active Voice forms instead of the Passive ones. Translate them into Russian.

1. In the early days of retailing, all products generally were fetched by an assistant from shelves behind the merchant's counter while customers waited in front of the counter and indicated the items they wanted.

2. The shopping process was slow, as the number of customers who could be attended to at one time was limited by the number of staff employed in the store.

3. The concept of a self-service grocery store was developed by American entrepreneur Clarence Saunders and his Piggly Wiggly stores.

4. Most foods and merchandise are individually wrapped in consumer-sized packages by producers or the supermarket assistants.

5. The first supermarket self-checkout system in the world was installed in 1992 in the Price Chopper Supermarkets in Clifton Park, New York

B. Transform the italicized parts of the sentences using Passive voice forms instead of the Active ones. Translate them into Russian.

1. Today, the majority of chain stores issue store-specific "membership cards," "club cards," or "loyalty cards".

2. A parking lot (area) usually surrounds a supermarket on all four sides.

3. In 1970s an assistant measured out and wrapped the precise amount of product desired by the consumer.

4. The cash register prints a receipt for the customer.

5. Some corporations and supermarkets have introduced self-checkout machines

Task 18 Translate the following sentences from Russian into English.

1. Супермаркет - крупный универсальный магазин самообслуживания. Здесь можно приобрести продукты питания и напитки, а также изделий для домашнего хозяйства: мыло, порошки для стирки и мойки посуды, предметы санитарии и гигиены, товары для домашних животных, автомобильные товары, игрушки, поздравительные открытки, косметику, посуду, лекарства, бытовую технику и т. п.

2. Все приобретённые товары можно положить в специальную тележку.

3. Металлическая тележка на колёсиках для продуктов была изобретена конце 30-х гг. владельцем супермаркета в Оклахоме Сильваном Голдманом.

4. В некоторых супермаркетах есть аптеки и видео прокат, детские развлекательные центры, предлагаются различные услуги (брокерские, страховые и др.).

5. Большинство супермаркетов работают круглосуточно, поэтому необходимые товары можно купить в удобное время.

TEXT 6: SHOPPING MALLS OR CENTERS

An outgrowth of the supermarket has been the shopping mall, or shopping center. This is a large cluster of different kinds of stores, partly or completely surrounded by a big parking area. The center of the mall or shopping center is usually a food supermarket or a large department store. There may also be a drugstore, shoe store, hardware store, restaurant, and a dozen or more stores and shops of other kinds.

The mall or shopping center is an example of highly efficient marketing. Customers can drive in, park their cars, and buy almost everything they need. Many stores can afford to sell goods at lower prices because so many goods are being sold so rapidly in the shopping center.

Many of the stores in a shopping mall or center are chain stores. A chain store is owned and operated by a company that has many of the same kind of stores. The company may purchase its goods directly from the factory or farm. Or it may own its own factory or farm. The chain store can get its products at lower cost because it buys or produces goods in large quantities.

Many stores are independent. That is, they do not belong to a chain of stores. Many such stores are specialty shops. They sell only certain kinds of goods or offer a particular kind of service. They may sell only women's or men's clothing, books, or toys and games.

These small, independent stores often offer special services not provided by larger stores. For instance, smaller stores often handle special products for which there is not a great demand. These locally owned stores are important to most communities. The business people who own and operate them make an important contribution to the prosperity of any community.

Vocabulary:

Comprehension Questions:

1. What are the main characteristics of the shopping centre? Are there many shopping centres in Chita? Say some words about them.

2. How can you characterize chain stores? Are there many stores of such kind in our city?

3. What are the advantages of doing shopping in specialty shops?

4. What kind of the above-mentioned stores do you prefer to do shopping at?

Task19 Place the following words and phrases under the right marketing heading. Some of the ideas might belong to more than one category.