Unit 3 Retailing

大连理工大学出版社

Unit 3Retailing

世纪商务英语听说教程 4 ( 第四版 )

Learning Objectives

1. To acquire the basic knowledge of retailing business.

2. To know about the current formats of retailing.

3. To learn the secrets of the success of retailing business.

Contents

Part I Active Listening1

Part II Fun Break2

Part III Additional Listening3

Part IV Viewing & Speaking4

Active Listening

Dialogue 1

traffic n. 流通；货流

retailer n. 零售商

consistently ad. 一贯地，始终如一地

assumption n. 假定 , 设想

back up 支持

Store Traffic

Words and Expressions

Active Listening

Directions: Listen to a dialogue and answer the questions briefly.

Tapescript

Exercise 1

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.____________________________________________________________

Active Listening

Directions: Listen to the dialogue again and decide whether the statements

are true (T) or false (F).

Exercise 2

F ( )

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.

T( )

T( )

F( )

T( )F ( )

Active Listening

Dialogue 2

category n. 种类，类别

distinction n. 区别，差别

innovation n. 改革，创新

loyalty n. 忠诚，忠心

label n. 标签

An Interview with A Successful Retailer

Words and Expressions

Active Listening

Directions: Listen to an interview with Aaron Palmer, the CEO of APG-

Retailing, and match the retailing concepts with their meanings.

Exercise 1

Tapescript

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

C ( )

D( )

E( )

F( )

B( )

A ( )

Active Listening

Directions: Listen again and complete the following diagram describing the

retail strategy of APG.

Exercise 2

Strategy of APG-Retailing

Basics

Principle: what value and

how you can .

Model: grocery store.

Target customers: those who live

Innovation

Offer a wide .

Attract customers .Cores

Carry out a .

Launch products of .

Expand operations by .

you can get from suppliers ________________________

deliver that value to customers_____________________________

neighborhood________________

one or two kilometers from the store_______________________________.

range of products_________________

with promotions_________________

loyalty program_________________private labels________________

opening new stores___________________

Active Listening

Passage

segment n. 部分；片段；节

penetration n. 穿过，渗透；突破

hypermarket n. 特大型超级市场

bazaar n. 集市，市场；百货店

blend n. 混和；融合

mall n. 购物商场

urbanize v. 都市化

New Retail Formats

Words and Expressions

Active Listening

Directions: Listen to a passage and fill in the table with the information you

hear.

Exercise 1

Tapescript

Retail Format Characteristics

Hypermarket A kind of discount store with high quality service, good atmosphere,

, and continuous .

Food Bazaar

To create a blend of a typical Chinese grocery store and an

, with prices

and vast varieties.

Central Mall Located in the heart of a city, very popular with customers, China’s

increasingly well-off young people are hanging out at the new places.

guarantees_____________ sales programs_________________

international supermarket atmosphere________________________________ unbeatable_____________

Active Listening

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.

Exercise 2

Statement Mentioned Can Be Inferred Not Mentioned

1

2

3

4

5

6

√

√

√

√

√

√

Tapescript

Fun Break

Directions: Listen to a story at a grocery store and answer the questions.

Tapescript

1. Who is Monica?

2. Whom is the woman speaking to when she is at the grocery store? Why?

Monica is the woman in the story.____________________________________________________________

The woman is speaking to herself instead of her daughter. ____________________________________________________________

Additional Listening

Concerns of Retailers

Words and Expressions

generate v. 产生，发生

Coupon n. 礼券，优惠券

appeal n. 吸引力

hinder v. 防碍，阻碍

visibility n. 能见度

Additional Listening

Directions: Listen to a passage and match topics in column A with the

statements in column B.

Tapescript

Exercise 1

1. customer

satisfaction

A. Promotional activities can keep customers visiting a retail store.

2. product

presentation

B. Right shopping atmosphere can also attract customers.

3. traffic building C. Well-placed stores can be visited more often than rural stores.

4. layout D. Retailers should build relationships with customers

and make them return to buy more things.

5. location E. All the products should be arranged in an attractive way.

D

E

A

C

B

Additional Listening

Directions: Listen to the passage again and complete the sentences below.

Write no more than three words for each blank.

Exercise 2

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__________________

Viewing & Speaking

Useful Expressions for Retailing

A retailer is a reseller from whom a consumer purchases products.Retailers know that satisfied customers are loyal customers.Customers will only be satisfied if they can purchase the right products to satisfy their

needs.For retailers, a key measure of interest is the number of people visiting a retail location

or website.For many retailers, designing the right shopping atmosphere can add to the appeal of a

store.Where to physically locate a retail store may help or hinder store traffic.Products must be presented or merchandised to customers in a way that generates

interest.

Viewing & Speaking

Directions: Discuss the following questions in groups and report your

answers to the class.

Activity 1

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?

Viewing & Speaking

Activity 2

track v. 跟踪 , 追踪

a retirement account 退休金户头（账号）

a money market savings account 储蓄账户

stretch v. 延伸

map out 筹划（安排）某事

Words and Expressions

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?

Videoscript

大连理工大学出版社