Direct marketing by mail has been expanded to virtually all types of products and services. Working people find it easy to shop in their leisure hours by catalog because catalogs generally contain extensive product information. For retailers, the use of catalogs makes it possible to do business considerably beyond their usual trading area and with a minimum of overhead. Also important are credit cards, which have made it relatively easy to purchase by mail or telephone even such high-priced items as appliances, electronic equipment, and cameras. At least half the nation's 50 leading corporations have mail-order divisions.
Television is a potent tool in direct marketing because it facilitates the demonstration of products in use. Also carving its own niche is telephone marketing, called telemarketing, a technique used in selling to businesses as well as to consumers. Most consumer products, however, move from the manufacturer through agents to wholesalers and then to retailers, ultimately reaching the consumer.
Wholesalers distribute goods in large quantities, usually to retailers, for resale. Some retail businesses have grown so large, however, that they have found it more profitable to bypass the wholesaler and deal directly with the manufacturers or their agents. Wholesalers first responded to this trend by adapting their operations so that they moved faster and called for a lower margin of profit.
Retailing has undergone even more change. Intensive preselling by manufacturers and the development of minimum-service operations, for example, self-service in department stores, have drastically changed the retailer's way of doing business. Supermarkets and discount stores have become commonplace not only for groceries but for products as diversified as medicines and gardening equipment. More recently, warehouse retailing has become a major means of retailing higher-priced consumer goods such as furniture, appliances, and electronic equipment. Chain stores-groups of stores with one ownership-and cooperative groups have also proliferated. Special types of retailing, for example, vending machines and convenience stores, have also developed to fill multiple needs.
II. Exercises on the Text:
3. Give Russian equivalents to:
direct sale from manufacturer to consumer; durable equipment; consumer specialties; household needs; direct marketing by mail; usual trading area; high-priced items; mail-order divisions; also carving its own niche; for resale; to call for a lower margin of profit; to undergo even more change; self-service;have drastically changed; warehouse retailing; higher-priced consumer goods; to fill multiple needs.
4. Compose the questions, using the following words:
products, are, what, by direct sale, marketed?
it, who, easy, to shop by catalog, finds'?
have, what, relatively, it, easy, by mail or telephone, made, to purchase?
leading corporations, have, how many, mail-order-divisions?
television, why, is, direct marketing, a potent tool, in?
is, telemarketing, what?
grown, why, so large, some retail business, have?
wholesalers, how, to this trend, did, first, respond?
undergone, even more change, has, retailing?
become, more recently, has, a major means of retailing higher-priced consumer goods, what?
III. Grammar Exercises
Active Voice
Perfect Tenses
have
ParticipleII(V3)
Time Markers
Present Perfect
have (has)
built
Past Perfect
had
asked
Future Perfect
shall (will) have
5. Read the sentences with adverbs of frequency
I've
never
seen this film.
We've
just
taken his book.
You've
often
come here.
They've
already
done their work.
not yet
charged a price.
Have you
ever
been to the Crimea.
Read the same in the 3rd person singular.
6. Translate the following sentences paying attention to the different usage of Perfect Tenses:
Economic monopolies have existed throughout much of human history.
The success of specialized marketing developments has caused many older organizations to revise their operating methods.
Keynes's ideas have profoundly influenced the economic policies of many governments since World War II.
The Titanic had already gone down when another ship arrived.
Some passengers had been in the icy water for hours when they were saved.
When another ship arrived, about 1500 people had already lost their lives.
Ecological concerns will have affected product design and marketing.
By the end of the year the company will have signed this contract.
Who will have finished first?
How much will they have won?
7. A manager went away on business. He left of things to be done. He is back now. Arrange a conversation between him and one of his employees. Study the list. Follow the model.
The list of things to be done:
1. Contact the joint-stock company P-A.
2. Send a telex to Lamberton Robotics.
3. Telephone Mr. Green.
4. Sign the contract for the delivery of equipment.
5. Take the customer's representatives to the plant.
6. Take part in the talks with the British customer.
Model:
A. Have you telephoned Mr. Green?
B. Yes, I have.
A. When did you telephone him?
B. I telephoned him last week.
A. That's good /fine/ O.K.
Use of the verb «let».
Our teacher never let us speak Russian at English lessons.
= разрешает
Let me (us) do it.
Let's (let us) speak only English.
Let them know about it.
Let the cat out.
= позвольте
= давайте
= дайте
= выпустите
Let them understand their mistakes.
Let her speak English.
= пусть
8. Complete the sentences:
1. Let's increase...
2. Let me determine...
3. Let me supervise...
4. Let her discuss...
5. Let the wholesalers...
6. Let the small retailers...
9. Translate the following sentences:
1. When he comes to the office he will call the company.
2. We'll get in touch with them as soon as the goods are delivered.
3. We will clear up the point before he leaves.
4. He couldn't come to the lecture because he was ill.
5. He walked slowly for he was not in a hurry.
6. As there were no more questions the chairman thanked the reporter for his interesting report.
7. They thought that the bell had rung.
10. Form nouns with the help of the suffixes:
-ant: to emigrate, to dominate, to consult, to participate, to account.
-ese: China, Japan, Sudan.
- ian|-an: statistics, Russia, America, Hungary, Bulgaria, Brazil.
11. Translate English jokes:
A famous Hungarian physicist had just finished reading his scientific paper. It was the first time he had ever made a report in English. After he had finished an American physicist came up to him.
«Say, in what language did you read your paper?»
«Didn't you understand that?»
«Well, yes, of course. But why did you put in so many English words?»
12. Read the text and retell the contents in Russian
Text. Territorial and Administrative Division of Government in the United Kingdom
In Great Britain the county, or shire, is the principal subdivision of the country for political, administrative, judicial, and other purposes. Counties are used in England and Wales but have been replaced by other administrative units in Scotland and Northern Ireland.
Before the Norman Conquest of the 11th century, the chief unit of local government in England was the shire, which had originated in the Saxon communities of the 5th century. Each shire was ruled by an ealdorman (alderman), but after the 11th century his functions were taken over by the shire-reeve, or sheriff, who was appointed by the king. By the 14th century a county court, composed of several justices of the peace, or magistrates, had developed to help the sheriff administer the county. Over the centuries these crown-appointed magistrates gradually became the primary administrators of counties. Each county also became the constituency for the elections of knights of the shire, or county members of Parliament.
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