听说教程4(第四版)Unit+3

1、大连理工大学出版社大连理工大学出版社Unit 3Retailing世纪商务英语世纪商务英语听说教程听说教程 4 (第四版第四版)Learning Objectives1.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.ContentsPart I Active Listening1Part II Fun Break2Par

2、t III Additional Listening3Part IV Viewing & Speaking4Active ListeningDialogue 1traffic /5trAfIk/ n.流通；货流retailer /5ri:teIlE/ n.零售商consistently /kEn5sIstEntli/ ad. 一贯地，始终如一地assumption /E5sQmpFEn/ n.假定, 设想back up支持Store TrafficWords and ExpressionsActive ListeningDirections: Listen to a dialogue and

3、answer the questions briefly.TapescriptExercise 11. 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 doesnt increased traffi

4、c 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._返回返回W: Store traffic seems to be a big concern for many retailers.M: Yeah. Most retailers would agree that if

5、they could find a way to consistently sell to three to four more of each 100 people that come to their stores, there would be a 15% increase in sales or more. W: More traffic increases sales? M: Yeah. Retailers have been making great effort to design their stores to attract and bring traffic into th

6、e stores. Usually there are two ways: increasing the amount of traffic and doing more with the traffic you currently get. W: But in many cases, sales dont seem to go up even though theres more traffic. Why?M: The problem is marketing people feel they did increase traffic with the promotion, but had

7、no way to back up the assumption or to count traffic accurately.TAPESCRIPT返回返回TAPESCRIPTW: I see. How can we solve the problem, then?M: Traffic Analysis, a retail technology, provides a solution to this problem. Retailers who use the system will spend less time finding excuses, but more time taking

8、specific actions to improve their performance. W: Any successful stories? M: Many retailers like Gap and Nike rely on Traffic Analysis to give them the specific measurements on store performance that keeps them ahead of the competition. Traffic Analysis is providing means for retailers to employ sta

9、ff more efficiently, advertise more effectively, etc., all leading to improved sales. W: I see. By using Traffic Analysis the days of the excuses may finally be gone. Active ListeningDirections: Listen to the dialogue again and decide whether the statements are true (T) or false (F). Exercise 2F ( )

10、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 he

11、lping 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 ex

12、cuses.T( )T( )F( )T( )F ( )Active ListeningDialogue 2category /5kAtEgEri/ n.种类，类别distinction /dI5stINkFEn/ n.区别，差别innovation /7InE5veIFEn/ n.改革，创新loyalty /5lCIElti/ n.忠诚，忠心label /5leIbEl/ n.标签An Interview with A Successful RetailerWords and ExpressionsActive ListeningDirections: Listen to an intervi

13、ew with Aaron Palmer, the CEO of APG- Retailing, and match the retailing concepts with their meanings.Exercise 1Tapescript 1. customerA. advertising and publicity of certain goods 2. categoryB. a system of services designed to reward constant customers 3. shopperC. a defined division of merchandise

14、4. promotionD. a person who intends to buy certain goods or service 5. loyalty programE. a brand name belonging to a particular retailer 6. private labelF. one who comes into stores searching for merchandise or bargainsC ( )D( )E( )F( )B( )A ( )返回返回W: What has made APG such a success? M: When you lo

15、ok at retail, setting up stores on the high streets is not necessarily the only idea. Retailing is about what value you can get from suppliers and how you can deliver that value to customers. The model we adopt is to set up neighborhood grocery stores. The target customers are those who live one or

16、two kilometers from the store. I believe weve got the basics right.W: With your stores offering such a wide range of products, what proportion of “buys” is decided after the shopper comes to the store? M: It varies from category to category. For something like rice, personal care products, etc. most

17、 of the decision is already made. But there is a distinction between a customer and a shopper. TAPESCRIPT返回返回TAPESCRIPTW: What is it?M: Once a customer comes into the store, he/she becomes a shopper, and will be attracted by promotions. Although around 70%75% of the shopping list is pre- decided, th

18、ere is an opportunity to make shoppers switch brands by promotions.W: What innovations in retail strategy will happen in the future? M: We have created an industry, along with huge employment opportunities. You will continue to see us innovating and expanding operations in the future. We hope to car

19、ry out a loyalty program by next year. You will see a lot of private labels. We are going to launch our own products. And we will open a lot of stores and bring in a lot of business. Active ListeningDirections: Listen again and complete the following diagram describing the retail strategy of APG.Exe

20、rcise 2Strategy of APG-RetailingBasicsPrinciple: what value and how you can .Model: grocery store.Target customers: those who live InnovationOffer a wide .Attract customers .CoresCarry out a .Launch products of .Expand operations by .you can get from suppliers _deliver that value to customers_neighb

21、orhood_one or two kilometers from the store_.range of products_with promotions_loyalty program_private labels_opening new stores_Active ListeningPassagesegment /5segmEnt/ n.部分；片段；节penetration /7penI5treIFEn/ n.穿过，渗透；突破hypermarket /5haIpE7mB:kIt/ n.特大型超级市场bazaar /bE5zB:/ n.集市，市场；百货店blend /blend/ n.混和

22、；融合mall /mC:l/ n.购物商场urbanize /5:bEnaIz/ v.都市化New Retail FormatsWords and ExpressionsActive ListeningDirections: Listen to a passage and fill in the table with the information you hear. Exercise 1TapescriptRetail FormatCharacteristicsHypermarketA kind of discount store with high quality service, goo

23、d atmosphere, , and continuous .Food BazaarTo create a blend of a typical Chinese grocery store and an , with prices and vast varieties.Central MallLocated in the heart of a city, very popular with customers, Chinas increasingly well-off young people are hanging out at the new places.guarantees_sale

24、s programs_international supermarket atmosphere_unbeatable_返回返回 Since its beginning in the 20th century, the retail segment has performed very well all over the world. Retail is currently the biggest industry in the world. China is one of the largest consuming bases in the world. Income per person i

25、n China has risen to about $1,100 a year, up 50 percent since 2000. It has a large population under 25 years old and the increase in working women and in media penetration shows the great potential of retail business. And some new retail formats may bring out the potential. Hypermarket This is a kin

26、d of discount store. Products are available under one roof at prices lowered by 2 to 60 percent. TAPESCRIPT返回返回TAPESCRIPTThe high quality service, good atmosphere, guarantees, and continuous sales programs may help change the current state of Chinas retailing industry. Food Bazaar Its core concept i

27、s to create a blend of a typical Chinese grocery store and an international supermarket atmosphere. It provides the customer with the comfort to see, touch and feel the products. It may be a program with its own brands of products you may find at a traditional grocery like tea, salt, spices, jams, s

28、auces, etc. With unbeatable prices and vast varieties, food Bazaar may prove to be a hit with customers all over the country. 返回返回TAPESCRIPT Central Mall Located in the heart of a city, Central Mall can be very popular with customers. Big shopping malls, which fully developed in America in the 1970s

29、 and in Europe in the late 1980s, are now being built all over China. In the past few years, more than 400 large malls have been built in China. As the country rapidly urbanizes and modernizes, open-air food markets and old department stores are being replaced by giant supermarkets and huge malls. A

30、nd Chinas increasingly well-off young people are hanging out at the new places. Active ListeningDirections: 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 2StatementMentionedCan Be

31、InferredNot Mentioned123456 Tapescript返回返回1. The core concept of a Food Bazaar is to produce a blend of a typical grocery store and a modern supermarket.2. The potential of retail business in China is yet to be totally brought out.3. Retail is currently the biggest industry in the world.4. The retai

32、l business is suffering terrible losses.5. New retail formats will improve the performance of the retail business.6. Old people still prefer to hang out at open-air food markets and old department stores.TAPESCRIPTFun BreakDirections: Listen to a story at a grocery store and answer the questions.Tap

33、escript1. 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. _返回返回At a Grocery Store A man observed a woman in the grocery store with a three-year-old girl in her basket. As

34、they passed the cookie section, the little girl asked for cookies and her mother told her, “No.” The little girl immediately began to whine and fuss, and the mother said quietly, “Now Monica, we just have half of the aisles left to go through dont be upset. It wont be long now.” Soon, they came to t

35、he candy aisle and the little girl began to shout for candy. When told she couldnt have any, she began to cry. The mother said, “There, there, Monica, dont cry only two more aisles to go and then well be checking out.” TAPESCRIPT返回返回TAPESCRIPT When they got to the checkout stand, the little girl imm

36、ediately began to clamor for gum and burst into a terrible tantrum upon discovering thered be no gum purchased. The mother said serenely, “Monica, well be through this checkout stand in 5 minutes and then you can go home and have a nice nap.” The man followed them out to the parking lot and stopped

37、the woman to compliment her. “I couldnt help noticing how patient you were with little Monica,” he began. The mother replied, “Im Monica my little girls name is Tammy.” Additional ListeningConcerns of RetailersWords and Expressionsgenerate /5dVenEreIt/ v.产生，发生coupon /5ku:pCn/ n.礼券，优惠券appeal /E5pi:l/

38、 n.吸引力hinder /5hIndE/ v.防碍，阻碍visibility /7vIzE5bIlIti/ n.能见度Additional ListeningDirections: Listen to a passage and match topics in column A with the statements in column B.TapescriptExercise 11. customer satisfactionA. Promotional activities can keep customers visiting a retail store.2. product pre

39、sentationB. Right shopping atmosphere can also attract customers.3. traffic buildingC. Well-placed stores can be visited more often than rural stores.4. layoutD. Retailers should build relationships with customersand make them return to buy more things.5. locationE. All the products should be arrang

40、ed in an attractive way. DEACB返回返回 A retailer is a reseller (i.e., obtains product from one party in order to sell to another) from whom a consumer purchases products. Retailers are faced with many issues as they attempt to be successful. The key issues include: Customer Satisfaction Retailers know

41、that satisfied customers are loyal customers. Consequently, retailers must develop strategies to build relationships that make customers return to make more purchases. Product Presentation Products must be presented to customers in a way that generates interest. Retail merchandising often requires h

42、iring creative people who understand and can relate to the market. TAPESCRIPTTAPESCRIPT返回返回 Traffic Building Like any marketer, retailers must use promotional methods to build customer interest. For retailers a key measure of interest is the number of people visiting a retail location or website. Bu

43、ilding “traffic” includes a variety of promotional techniques such as advertising, including local newspapers or Internet, and specialized promotional activities, such as coupons. Layout For store-based retailers a stores physical layout is an important component in creating a retail experience that

44、 will attract customers. The physical layout is more than just deciding in what part of the store to locate products. For many retailers designing the right shopping atmosphere (e.g., objects, light and sound) can add to the appeal of a store. TAPESCRIPT返回返回 Location Where to physically locate a ret

45、ail store may help or hinder store traffic. Well placed stores with high visibility and easy access, while possibly commanding higher land usage fees, may hold significantly more value than lower-cost sites that yield less traffic. Keeping Pace With Technology Technology has invaded all areas of ret

46、ailing including customer knowledge (e.g., customer relationship management software), product movement (e.g., use of RFID tags for tracking), point-of-purchase (e.g., scanners, self-serve checkout), web technologies (e.g., online shopping carts, purchase recommendations) and many more. Additional L

47、isteningDirections: Listen to the passage again and complete the sentences below. Write no more than three words for each blank. Exercise 21. 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 met

48、hod 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_

49、Well placed stores_Viewing & SpeakingUseful Expressions for RetailinguA retailer is a reseller from whom a consumer purchases products.uRetailers know that satisfied customers are loyal customers.uCustomers will only be satisfied if they can purchase the right products to satisfy their needs.uFor re

50、tailers, a key measure of interest is the number of people visiting a retail location or website.uFor many retailers, designing the right shopping atmosphere can add to the appeal of a store.uWhere to physically locate a retail store may help or hinder store traffic.uProducts must be presented or me

51、rchandised to customers in a way that generates interest.Viewing & SpeakingDirections: Discuss the following questions in groups and report your answers to the class.Activity 11. Where do you usually go shopping?2. Why are you attracted to go to those places, for the prices, the brands, the service,

52、 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 & SpeakingActivity 2track /trAk/ v. 跟踪, 追踪 a retirement account 退休金户头（账号）a money market savings