Retailing

1. Retailing

2. Learning Objectives • To acquire the basic knowledge of retailing business. • To know about the current formats of retailing. • To learn the secrets of the success of retailing business.

3. 1 Part I Active Listening 2 Part II Fun Break 3 Part III Additional Listening 4 Part IV Viewing & Speaking Contents

4. Dialogue 1 Active Listening Store Traffic Words and Expressions

5. Tapescript Active Listening Exercise 1 Directions: Listen to a dialogue and answer the questions briefly. 1. What is the critical factor of retail sales mentioned in the dialogue? ____________________________________________________________ Store traffic. 2. What are the two ways usually used by retailers to increase sales? ____________________________________________________________ Increasing the traffic and doing more with the current traffic. 3. Why doesn’t increased traffic sometimes seem to help sales rise? ____________________________________________________________ Marketing people cannot prove or count traffic accurately. 4. What is Traffic Analysis? ____________________________________________________________ A retail technology of counting traffic and improving performance.

6. Active Listening Exercise 2 Directions: Listen to the dialogue again and decide whether the statements are true (T) or false (F). ( ) T 1. One way to increase sales is to increase the amount of traffic in the store, but it lacks evidence. 2. Retailers agree that selling to two to four more of each 100 people that come to their stores could yield an increase in sales. 3. Traffic Analysis keeps retailers ahead of the competition by helping increase the store traffic. 4. Traffic Analysis is a promotional strategy according to the speakers. 5. Retailers use Traffic Analysis to specifically measure their performance and thus improve sales. 6. Retailers who use Traffic Analysis will spend more time taking measures than looking for excuses. ( ) F ( ) F ( ) F ( ) T ( ) T

7. Dialogue 2 Active Listening An Interview with A Successful Retailer Words and Expressions

8. Tapescript Active Listening Exercise 1 Directions: Listen to an interview with Aaron Palmer, the CEO of APG- Retailing, and match the retailing concepts with their meanings. 1. customer A. advertising and publicity of certain goods 2. category B. a system of services designed to reward constant customers 3. shopper C. a defined division of merchandise 4. promotion D. a person who intends to buy certain goods or service 5. loyalty program E. a brand name belonging to a particular retailer 6. private label F. one who comes into stores searching for merchandise or bargains ( ) D ( ) C ( ) F ( ) A ( ) B ( ) E

9. Active Listening Exercise 2 Directions: Listen again and complete the following diagram describing the retail strategy of APG. ________________________ you can get from suppliers Principle: what value and how you can . Model: grocery store. Target customers: those who live _____________________________ deliver that value to customers ________________ neighborhood Basics _______________________________. one or two kilometers from the store _________________ range of products Offer a wide . Attract customers . Strategy of APG-Retailing Cores _________________ with promotions Carry out a . Launch products of . Expand operations by . _________________ loyalty program ________________ private labels Innovation ___________________ opening new stores

10. Passage Active Listening New Retail Formats Words and Expressions

11. Tapescript Active Listening Exercise 1 Directions:Listen to a passage and fill in the table with the information you hear. _____________ guarantees _________________ sales programs ________________________________ international supermarket atmosphere _____________ unbeatable

12. Tapescript Active Listening Exercise 2 Directions:Listen to the passage again and decide whether the statements you hear are mentioned, can be inferred, or not mentioned. Put a tick in the corresponding box. √ √ √ √ √ √

13. Tapescript Fun Break Directions: Listen to a story at a grocery store and answer the questions. 1. Who is Monica? ____________________________________________________________ Monica is the woman in the story. 2. Whom is the woman speaking to when she is at the grocery store? Why? ____________________________________________________________ The woman is speaking to herself instead of her daughter.

14. Additional Listening Concerns of Retailers Words and Expressions

15. Tapescript Additional Listening Exercise 1 Directions: Listen to a passage and match topics in column A with the statements in column B. D E A B C

16. Additional Listening Exercise 2 Directions: Listen to the passage again and complete the sentences below. Write no more than three words for each blank. 1. A consumer buys products from a seller or . 2. The purpose of the strategies for customer satisfaction is to to buy more products. 3. is the key marketing method for retailers to increase the number of people visiting a retail location or website. 4. Many retailers design the right shopping atmosphere in order to add to of a store. 5. may hold significantly more value than lower-cost sites. ___________ retailer _______________ ____________________ make the customer return _________________ Traffic building ____________ the appeal __________________ Well placed stores

17. Viewing & Speaking

18. Viewing & Speaking Activity 1 Directions: Discuss the following questions in groups and report your answers to the class. 1. Where do you usually go shopping? 2. Why are you attracted to go to those places, for the prices, the brands, the service, or the overall environment, or something else? 3. Do you think some traditional forms of retailing, like department stores or grocery stores are becoming out of date? Why or why not? 4. What new formats of retailing have you learnt from this unit? How effective do you think they are in attracting consumers?

19. Viewing & Speaking Activity 2 Words and Expressions

20. Videoscript Viewing & Speaking Activity 2 Directions: Watch a video of an interview by a reporter with Sophie Green, a grocery shopping and financial expert. And then discuss the following questions. 1. What are the top three reasons for saving? 2. What are the quickest ways to save money?