3. Retailing

In this unit learners are expected to : In this unit learners are expected to : learn the vocabulary and expressions in retailing learn the vocabulary and expressions in retailing industry;industry; learn some basic skills in describing the layouts of items learn some basic skills in describing the layouts of items on the shelves in retailing industry;on the shelves in retailing industry; learn to write a report for the chain of bookshops, based learn to write a report for the chain of bookshops, based on the information learners get from their own inspection;on the information learners get from their own inspection; Present their ideas on the layout of items for improving Present their ideas on the layout of items for improving the sales volume.the sales volume.

Time required: Time required: 6 hours 6 hours

Aim of learning

Key VocabularyKey Vocabulary

This section provides a simplified This section provides a simplified description of the retail sector in the description of the retail sector in the United United Kingdom. Kingdom.

Retailing:Retailing: 零售业零售业Retailer: Retailer: 零售商零售商Retail chains:Retail chains: 零售连锁商店零售连锁商店Outlets: Outlets: 批发商店批发商店 ;; 销路销路 ;; 出路出路 ;; 出口出口Mall:Mall: 购物商场购物商场 , , 商业街商业街 ,,Hypermarkets:Hypermarkets: 高级百货商店高级百货商店Superstore:Superstore: 大型超级市场大型超级市场Retail park: Retail park: 零售园零售园 (( 大型零售商店集中区域大型零售商店集中区域 ))

Vocabulary study

Lead-in 1: Group DiscussionLead-in 1: Group Discussion

In groups, discuss the retail business In groups, discuss the retail business in China. Use the pictures at page 27 in China. Use the pictures at page 27 in the textbook.in the textbook.

How has the business changed in How has the business changed in recent years?recent years?

What do you think are the reasons What do you think are the reasons for these changes?for these changes?

Lead –in 2:Lead –in 2: listening: listening:

penetrate –enterpenetrate –enter

modify—change/ improvemodify—change/ improve

abandon—give upabandon—give up

Websites of the four companies:Websites of the four companies:

Habitat: Habitat: www.habitat.co.ukwww.habitat.co.uk

The Virginia Group: The Virginia Group: www.virgin.comwww.virgin.com

The Body Shop: The Body Shop: www.thebodyshop.co.ukwww.thebodyshop.co.uk

Next: www. next.co.uk.Next: www. next.co.uk.

Key wordsKey words

Profitable businesses: Profitable businesses: 盈利零售业盈利零售业High quality merchandise: High quality merchandise: 高质量商品高质量商品Out of touch with…: Out of touch with…: 与…与… .... 不来往不来往 ; ; 与…与… .. 不合拍不合拍The Atlantic: The Atlantic: 大西洋大西洋The structure of industry: The structure of industry: 行业结构行业结构A big budget: A big budget: 庞大的预算庞大的预算Underestimate:Underestimate: 低估低估 , , 看轻看轻Aggressive: Aggressive: 敢作敢为的敢作敢为的 , , 有闯劲的有闯劲的 , , 侵略性的侵略性的

Lead-in

Answers to the exercises in Lead-in:Answers to the exercises in Lead-in:

Part 1: Part 1:

1.1. The Virginia GroupThe Virginia Group

2.2. The Body ShopThe Body Shop

3.3. Next, habitatNext, habitat

Part 2: Part 2:

1.1. Yes 5. yesYes 5. yes

2.2. Yes 6. no Yes 6. no

3.3. No 7. noNo 7. no

4.4. No 8.yesNo 8.yes

Reading:Reading: 1 1 Read the headlines on Page 29. Write five questions Read the headlines on Page 29. Write five questions you would like to ask about Richer Sounds.you would like to ask about Richer Sounds.Reading 2: Read the text again and see if you can find the answeReading 2: Read the text again and see if you can find the answers to your questions. Can you guess the answers to your other qrs to your questions. Can you guess the answers to your other questions?uestions?The following words or phrases are helpful to you:The following words or phrases are helpful to you:hi-fi chain: hi-fi chain: 高保真高保真 (( 音响音响 )) 设备连锁店设备连锁店per square foot:per square foot: 每平方英尺每平方英尺little-known:little-known: 名不见经传的 名不见经传的 privately – own:privately – own: 私营私营cut-price:cut-price: 打折扣的打折扣的 , , 廉价的廉价的hi-fi equipment:hi-fi equipment: 高保真高保真 (( 音响音响 )) 设备设备The Guinness Book of Records: The Guinness Book of Records: 英国吉尼斯世界记录英国吉尼斯世界记录warrant an entry: warrant an entry: 授权准入授权准入clock up:clock up: 记录记录 ,, 达到达到

Reading

operating margin: operating margin: 营业毛利营业毛利soar up:soar up: 高飞高飞 , , 剧增剧增 , , 昂扬昂扬make profits of : make profits of : 取得盈利取得盈利likable:likable: 可爱的可爱的bloke: <bloke: < 英俚英俚 >> 小子小子 , , 家伙家伙 , , 笨蛋笨蛋blond hair:blond hair: 金发金发 pony tail pony tail 马尾巴发型马尾巴发型 rap out rap out 强硬强硬 // 严厉地说出；严厉地说出； sales pitch sales pitch to sign a contract: to sign a contract: 签署合同签署合同catch on : be popular; catch on : be popular; 流行流行to do sth. up:to do sth. up: 修理修理 ;; 维修维修tiny:tiny: 很少的很少的 , , 微小的微小的overheads:overheads: 企业一般管理费用企业一般管理费用stock turnover:stock turnover: 库存库存 [[ 商品商品 ]] 周转率周转率on end-of-line equipment: on end-of-line equipment: 终端设备终端设备surplus equipment:surplus equipment: 剩余设备剩余设备 ,, 配件配件

lucrative:lucrative: 有利的有利的niche:niche: 小生境小生境 // 环境环境 // 机会机会 // 方面方面lucrative niche: lucrative niche: 有利的市场环境或机会有利的市场环境或机会mass market:mass market: 大量市场大量市场Midi system:Midi system: 迷笛系统，数码音响系统迷笛系统，数码音响系统 (( 音乐设备数字接口，或音乐设备数字接口，或称称 midimidi ，实际上是为目前制造的各种合成器提供的一种通信接，实际上是为目前制造的各种合成器提供的一种通信接口口 .).)

separates:separates: 不配套的设备不配套的设备 ;(;( 与前文中的 与前文中的 multiples:multiples: 多种配套设备多种配套设备 ;;混成设备 混成设备 tuner:tuner: 调谐器调谐器 , , 调谐电路调谐电路amplifier:[amplifier:[ 电工电工 ]] 扩音器扩音器 , , 放大器放大器off-load: off-load: 卸载卸载 ;; 分拆分拆stock management: stock management: 货物库存管理货物库存管理stock control: stock control: 货物库存控制货物库存控制 cosmetically –fashionably cosmetically –fashionably

quirky: unusual, untypicalquirky: unusual, untypical

distribution system: distribution system: 配送系统配送系统marketing director: marketing director: 市场经理市场经理Alternative magazine:Alternative magazine: 非传统杂志非传统杂志Walk-in:Walk-in: 非预约拜访非预约拜访Bargain bins:Bargain bins: 评价商品柜评价商品柜 // 篮篮Tout:Tout: 吹捧吹捧Audio cassette: Audio cassette: 录音卡带录音卡带Stack:Stack: 堆叠堆叠Administrative procedures:Administrative procedures: 行政程序行政程序 ;; 管理程序管理程序Plug in:Plug in: 插上电源插上电源Ice lolly:Ice lolly: 冰棍，冰棒冰棍，冰棒 mince piesmince pies 肉馅饼肉馅饼 cross buns cross buns 上面有十字架形的圆形圣糕上面有十字架形的圆形圣糕

Reading Task:Reading Task:

1.1. Look at the headline and introduction at page Look at the headline and introduction at page 29. Write five questions you would like to ask 29. Write five questions you would like to ask about Richer Sounds.about Richer Sounds.

2.2. Read the text and see if you can find the Read the text and see if you can find the answers to your questions. Can you guess the answers to your questions. Can you guess the answers to your other questions?answers to your other questions?

3.3. Read the text again and choose the best answer Read the text again and choose the best answer for each of the following questions.for each of the following questions.

Answers to Reading 3Answers to Reading 3

1. b1. b 2. c (lines 8-1202. c (lines 8-120 3. b (lines 60-67)3. b (lines 60-67) 4. a (lines 71-78)4. a (lines 71-78) 5. c (lines 81-82)5. c (lines 81-82) 6. a (lines 98-102)6. a (lines 98-102)

VocabularyVocabulary

Part 1: keyPart 1: key 2. deal (a: noun)2. deal (a: noun) 3. surplus ( b adjective)3. surplus ( b adjective) 4. secure ( a verb)4. secure ( a verb) 5. market (a noun)5. market (a noun) 6. model ( a noun)6. model ( a noun) 7. order ( a noun)7. order ( a noun) 8. control ( a noun)8. control ( a noun)

Answers to Part 2Answers to Part 2

2. stock2. stock 3. deal 3. deal 4. controls4. controls 5. secure 5. secure 6. orders6. orders

Answers to Part 3Answers to Part 3

2. f: discount2. f: discount 3. b: overheads3. b: overheads 4. a: profits4. a: profits 5. e: suppliers 5. e: suppliers 6. c: niche6. c: niche

Vocabulary Development P: 31Vocabulary Development P: 31Suggested answers to Part 1: Suggested answers to Part 1: A: stock market; market forces; money marketA: stock market; market forces; money marketB: computer system; transport system; political B: computer system; transport system; political system; banking system; alarm systemsystem; banking system; alarm systemC: brand name; household nameC: brand name; household nameD: special deal; special agent; special rate; special D: special deal; special agent; special rate; special price; special effectprice; special effectSuggested answers to Part 2:Suggested answers to Part 2:2. f: duty free 3. d: profit margin 4. e: sales figures2. f: duty free 3. d: profit margin 4. e: sales figures5. a: purchasing power 6. b: consumer goods5. a: purchasing power 6. b: consumer goods

Language Focus P32Language Focus P32

Make and doMake and do: :

Look at the sentences from the text on page 29. Then turn Look at the sentences from the text on page 29. Then turn to page 167 for guidelines.to page 167 for guidelines.

Practice:Practice:

1 key: 1 key:

Make: 1,4,5,6,7,8,9,12,14Make: 1,4,5,6,7,8,9,12,14

Do: 2.3.10.11. 13.15.16Do: 2.3.10.11. 13.15.16

2 key2 key

2. trip…made 3. dame…complaint 4. does…good2. trip…made 3. dame…complaint 4. does…good

5. Do research 6. made…suggestion 5. money…make5. Do research 6. made…suggestion 5. money…make

8. plans…made8. plans…made

3. In pairs, ask and answer the 3. In pairs, ask and answer the questions exercise 2.questions exercise 2.

Some questions can be changed for Some questions can be changed for individuals depending on whether they are individuals depending on whether they are working or studying.working or studying.

You can prepare two or three more questions You can prepare two or three more questions to ask each other.to ask each other.

Locating Objects:Locating Objects:

On page 33 you will find four phrases on the left On page 33 you will find four phrases on the left of the page. Do the quick-check exercise as of the page. Do the quick-check exercise as preparation for the listening activity of a gift shop preparation for the listening activity of a gift shop and complete the sentences with words or phrases.and complete the sentences with words or phrases.

KeyKey

2. on the right 3. at the bottom 4. in the middle 2. on the right 3. at the bottom 4. in the middle

5. on the left 6. at the back 7. at the front5. on the left 6. at the back 7. at the front

8. below 9. next to 10. behind 11. inside8. below 9. next to 10. behind 11. inside

12. above 13. between 14. in front of 12. above 13. between 14. in front of

Skills Focus:Skills Focus:

1.1. Look at the pictures at page 34. Where would Look at the pictures at page 34. Where would you expect to find these items on the you expect to find these items on the supermarket plan ? Exchange your viewpoints supermarket plan ? Exchange your viewpoints with your partnerswith your partners

Suggested answers:Suggested answers:

1/d 2/e 3/g 4/c 5/b 6/f 7/h 8/a1/d 2/e 3/g 4/c 5/b 6/f 7/h 8/a

2. Listening2. ListeningListen to the British supermarket manager talking Listen to the British supermarket manager talking about thelayout and design of the store. Indicate wabout thelayout and design of the store. Indicate where the items are locatd on the floor plan.here the items are locatd on the floor plan.

3. Listening again. What reasons does hse give for 3. Listening again. What reasons does hse give for locating the items in this way?locating the items in this way?

key to Listening 3:key to Listening 3:

1.1. Customers prefer to enter on the left and then Customers prefer to enter on the left and then move naturally to the right.move naturally to the right.

2.2. This gives customers a healthy impression of tThis gives customers a healthy impression of the store as soon as they enter.he store as soon as they enter.

3.3. Since customers buy meat regularly, they have Since customers buy meat regularly, they have to go past many items before geeting to the meto go past many items before geeting to the meat counter.at counter.

key to Listening 3:key to Listening 3:

4. In this way customers are brought into contact 4. In this way customers are brought into contact with many products as they shop for such basic with many products as they shop for such basic items as coffee and sugar.items as coffee and sugar.

5. Products placed at eye level sell best5. Products placed at eye level sell best

6. TV promotion of products can increase sales. 6. TV promotion of products can increase sales.

WritingWriting

1.1. Following the instructions at page 35 anFollowing the instructions at page 35 and do the relative work. d do the relative work. The following inf The following information may be helpful in understandiormation may be helpful in understanding it better.ng it better.

Professional or social background: Professional or social background: 专业专业 // 社会背景社会背景Level of spending: Level of spending: 消费水平消费水平Product range: Product range: 产品系列产品系列Communication of information: Communication of information: 信息交流 信息交流 Suggestions for improvement: Suggestions for improvement: 改进意见改进意见E-commerce: E-commerce: 电子商务电子商务

Key to Writing 1Key to Writing 1

A. 3; B: 1; C:2A. 3; B: 1; C:2

Speaking 1: Speaking 1:

Following the instruction in the textbook(page35) Following the instruction in the textbook(page35) and spend about 15minutes doing the speaking and spend about 15minutes doing the speaking exercise.exercise.

Writing 2 : Writing 2 :

Write a report for the chain of bookshop, Write a report for the chain of bookshop, based on the you obtained in the based on the you obtained in the interviews.interviews.

••An outline of the structure of the report:An outline of the structure of the report:

Introduction: Introduction:

Give the context for the survey, state its objectives Give the context for the survey, state its objectives and describe how it was conducted.and describe how it was conducted.

Section One:Section One:

Give information concerning eht socio-economic Give information concerning eht socio-economic backgrounds of the people interviewed.backgrounds of the people interviewed.

Section 2:Section 2:

Show what services customers use, which ones they like Show what services customers use, which ones they like or dislike and what improvement they like to see or dislike and what improvement they like to see

Section 3:Section 3:

Describe customers’ attitudes to using the Internet and Describe customers’ attitudes to using the Internet and direct mail to buy books. What proportions have already direct mail to buy books. What proportions have already used these methods?used these methods?

Conclusion: Conclusion:

Give the conclusions of eh survey and summaries the Give the conclusions of eh survey and summaries the main findings. Show which aspects of the business, if any, main findings. Show which aspects of the business, if any, need to be changed and in what ways.need to be changed and in what ways.

WritingWriting

Clarke Hooper is advertising for graduates. Clarke Hooper is advertising for graduates. Read the advertisement (pp25) carefully, then Read the advertisement (pp25) carefully, then prepare the CV and letter of application that you prepare the CV and letter of application that you would send to Michelle Hocking. You may invent would send to Michelle Hocking. You may invent as many details as you wish, but note that the as many details as you wish, but note that the person who you present in your CV will not person who you present in your CV will not graduate until the end of this year.graduate until the end of this year.

The guidelines:The guidelines:

1.1. Avoid using the personal pronouns “I” or “we”Avoid using the personal pronouns “I” or “we”

2.2. Don’t use contracted formsDon’t use contracted forms

3.3. Include linking expressions ot provide contrast Include linking expressions ot provide contrast and establishes sequencesand establishes sequences

4.4. Use both active and passive formsUse both active and passive forms

5.5. Vary the use of tensesVary the use of tenses

6.6. Write a rough version and then review itWrite a rough version and then review it

7.7. Use a dictionary to check your use of vocabulaUse a dictionary to check your use of vocabulary.ry.