Unit 7 Retail Business

1. Lead-in Reading: Retail Trade Unit 7 Retail Business Session 1

2. Task 1 Task 2 Lead-in Section I

3. Task 1 Retail Outlets (1) Super market is a self-service storeoffering 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.

4. Task 1 Retail Outlets (2) Chain stores (convenience stores) are retail outlets that share a brand and central management, and usually have standardized business methods and practices.

5. Task 1 Retail Outlets (3) Department store occupies an enormous amount of physical space and offers a variety of products to its customers. It offers a huge assortment of goods and services.

6. Task 2 The following passage gives some information about retailing. Listen and fill in the blanks. The word retail comes from French, which refers to “1. and 2.________” in terms of tailoring. The essence of retailing is 3.______________ and reselling it 4._____________. Retailing is a primary driver of the 5._______________. Among those retail establishments, the obvious 6._______ is Wal-Mart, founded by Sam Walton in 1962 in the US. Due to its 7._________, it is capable of economies of scale surpassing those of other companies. Wal-Mart operates a chain of 8._____________ that emphasize incredibly 9._____________ and 10.__________ that enables the company to offer such low prices. cutting off dividing buying something for a profit global economy leader large size discount stores low prices efficiency

7. Introductory Remarks Practice Warm-up Discussion Intensive Reading Reading Section Ⅱ

8. Introductory Remarks The retailer is the middle man between the wholesaler and the consumer. The essence of retailing is buying goods in bulk from wholesalers and reselling small quantities to consumers from retail outlets for a profit. A retailer usually stocks up goods in various styles and brands and customerspatronizeretail shops and purchase what they want.

9. Warm-up Discussion • 1 Before you read, work in pairs and discuss the following questions. • (1) What’s your understanding of the retail business? • Illustrate some common forms of retail business in our daily life.

10. Retail Trade The retailer is the most common form of a trader that we meet in our everyday life. He is the one who buys in bulk* from wholesalers and sells to his customers in smaller amounts (or units) as required. In the chain of manufacturer – wholesaler – retailer– consumer, the retailer performs many functions which are both beneficial to the wholesaler and consumers. The retailer is the middle man between the wholesaler and the consumer. By performing his functions, he relieves the wholesalers and manufacturers of several burdens⑴.

11. Retailing is the last step in the process of getting products to consumers efficiently, and should not be confused with the wholesale activities which precede it⑵. The difference between the two is that wholesalers are companies that sell their products to businesses, whereas in retail, the goods are sold directly to the consumer. Wholesale trades play an important role for retail trades, as they generally provide retailers with the resources they need to run their business in addition to the goods and products they sell.

12. For instance, manufacturers of household items* would not want housewives or other consumers to purchase the items individually from the factories. It will be very tedious* for the factories to attend to each customer’s orders ⑶ (which are normally very small). Wholesalers would not be happy to serve them too because they (wholesalers) buy in bulk and would like to sell in larger quantities than one or two items at a time. The retailer, thus, provides a link between the manufacturer, wholesaler and the consumer by providing the required goods in the required amounts to the consumer.

13. The retailer buys a variety of goods from various wholesalers and so, consumers have a choice of selecting most of what they need from one shop. They can also have a selection of choices for one particular product, for the retailer normally stocks up goods in various colors, sizes, qualities, quantities, weights, etc⑷. There are various brands of items provided by different manufacturers and purchased by the retailer.

14. To make a good profit, the retailer normally selects a suitable location in a populated area⑸. This is beneficial both to himself and the consumers. Choosing a convenient location, he can serve his customers well. At the same time, he has a larger pool of customers who will patronize his store⑹. For the convenience of customers, notices or signs are often displayed outside the store to indicate the sort of goods available inside. Also labels and information are provided on goods which the consumer wishes to know ⑺ .

15. Usually, there are some common forms of retail outlets: ★ The supermarket, which is a self-service storeoffering a wide variety of food and household merchandise. It is larger in size and has a wider selection than a traditional grocery store and it is smaller than a hypermarket*or superstore ⑻. ★A department store, which is a large retail establishment organized into departments offering a variety of merchandise. It offers consumer a choice of multiple merchandise lines, at variable prices, in all product categories. ★ A discount store, which is a type of department store, which sells merchandise, especially consumer goods, at a discount from the manufacturer's suggested retail price ⑼. ★ Chain stores, which share a brand and central management, and usually have standardized business methods and practices.

16. There are several ways in which consumers can receive service from a retailer: ★Counter* service, where goods are out of reach of buyers and must be obtained from the seller ⑽. This type of retail is common for small expensive items (e.g. jewelry) and controlled items like medicine and liquor. ★Delivery, where goods are shipped directly to consumer's homes or workplaces. ★ Door-to-door selling, where the salesperson sometimes travels with the goods for sale. This form of retailing is mainly employed by the manufacturers’ own sales people. They sell things like cosmetic, encyclopedias, some household items, etc. ★The self-service store, where goods may be handled and examined prior to purchase ⑾. For example, the customer uses a shopping cart in the store, placing the items they want into the cart and then proceeding to the checkout counter.

17. Text analysis • By performing his functions, he relievesthe wholesalers and manufacturers of several burdens. • 通过扮演好自己的角色，零售商就减轻了批发商和厂商两方的负担。 Translation Word study relieve…of…:to free from pain, anxiety, or distress. e.g.: The best way to relive you of a worrying mind is to turn your attention to something you’re interested in.

18. Text analysis 2)(Retailing) should not be confused with the wholesale activities which precede it. 零售不应该与先于它的批发活动混淆。 precede: to come, exist, or occur before in time e.g.: He preceded his lecture with a humorous story. Translation Word study

19. Text analysis 3)It will be very tedious for the factories to have to attend to each customer’s orders. 如果让厂家逐个处理每个客户的订单，那就相当繁琐了。 attend to: to take care of; deal with e.g.: I have pressing business to attend to. Translation Word study

20. Text analysis 4)The retailer normally stocks upgoods in all various colors, sizes, qualities, quantities, weights, etc. 零售商通常有货物库存，颜色、尺码、质量、数量、重量各有不同。 stock up: to gather and lay in a supply of something by a manufacturer or a merchant, especially referring to supply a shop with merchandise. e.g.: You can't easily stock up on food like eggs or milk. Translation Word study

21. Text analysis 5)There are various brands of items provided by different manufactures and purchased by the retailer. 由不同厂商提供各种品牌的商品供零售商选购。 brand: a trademark or distinctive name identifying a product or a manufacturer. e.g.: Marlboro is a brand of cigarette made by Philip Morris in the US. Translation Word study

22. Text analysis 6)Tomake a goodprofit, the retailer normally selects a suitable location in a populated area. car sold. 为了利润丰厚，零售商一般把店设在人口密集的地区。 make a profit: to gain money or income from investment or property e.g.: Honda, Toyota make $3 100 profit on each car sold. Translation Word study

23. Text analysis 7)…he has a larger pool of customers who willpatronize his store. (He has a large number of potential customers for his store.) 他拥有更大的顾客群来光顾其商店。 patronize: go to as a customer, especially on a regular basis e.g.: Nowadays, people stop shopping at little stores and prefer patronizing Wal-Mart. Translation Word study

24. Text analysis 8)Labels and information are provided on goods which the consumer wishes to know. 商品上附有标签和商品说明，提供顾客想了解的信息。 label: An item that functions as a means of identification, especially a small piece of paper or cloth attached to an article to designate its origin, owner, contents, use, or destination e.g.: Textiles, leather goods and footwear are now required to attach a label indicating their country of origin. Translation Word study

25. Text analysis 9)It is larger in size and has a wider selection than a traditional grocery store… 超市不论是占地面积还是商品种类，都要比传统的杂货店更大。 grocery: A store selling foodstuffs and various household supplies; or commodities sold by a grocer e.g.: He came out of the supermarket with a huge sack of groceries. Translation Word study

26. Text analysis 10)A discountstore, is a type of department store, which sell merchandise, especially consumer goods, at a discount from the manufacturer's suggested retail price. 折扣店是百货商店的一种，它销售商品，特别是消费品的价格会在厂家给出的零售价的基础上打折。 discount: to sell at a reduced price e.g.: They give 10% discount for cash payment. Translation Word study

27. Text analysis 11)Counter service, where goods areout of reachof buyers and must be obtained from the seller. （提供）柜台服务表示购买者不能自取商品，而需要卖方取出提供。 out of reach: inaccessibly located or situated e.g.: Keep all medicines out of reach of children. Translation Word study

28. Text analysis 11)… goods may be handled and examined prior topurchase. (… goods may be marked and coded before sale.) 商品在出售前就可能经过标记处理和检查了。 prior to: be preceding in importance or value e.g.: This task is prior to all others. Translation Analysis

29. Practice • 2 Choose the best answer to each of the following questions based on the information from the text. • 1 The main function of a retailer is _______ . • Providing agency for the manufacturer. • Ordering products for consumers from the manufacturers. • Purchasing goods in large quantities and also selling them in large quantities. • Serving as a middle man between the manufacturer, wholesaler and the consumer. D

30. Practice • 2Manufacturers and wholesalers would like • to________. • Sell products to consumers individually • Sell in larger quantities than one or two items at a time • Attend to each customers’ orders • Serve customers either whether in large or small quantities of purchasing. B

31. Practice • 3Which of the following statements is not true? _____ • A retailer usually buys various goods to satisfy different appetites of consumers. • In a retail store, there are often several brands provided for one product for selection. • A retail store could be located far from a community. • Normally a label describing the goods would be helpful to customers. C

32. Practice • 4If a retail store offers counter service, it doesn’t usually permit_______. • customers to obtain the goods by themselves • customers to try out the goods • customers to pay in credit card • customers to touch the goods • 5 Which of the following ways does not belong to the delivery service in retail business? _____ • Mail order. • Online order. • Telephone order. • Cash order. A D