Retail trade

retail trade - роздрібна торгівля purchaser - покупець recreation - відпочинок, розвага

markup - надбавка obtain - одержувати expensive - дорогий

common - розповсюджений, загальноприйнятий market share - частка ринку

Retailing consists of the sale of goods from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain.

Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping and browsing and does not always result in a purchase.

Retail pricing. The pricing technique used by most retailers is cost-plus pricing. This involves adding a markup amount (or percentage) to the retailer's cost. Another common technique is suggested retail pricing. This simply involves charging the amount suggested by the manufacturer and usually printed on the product by the manufacturer.

In Western countries, retail prices are often called psychological prices. Often prices are fixed and displayed on signs or labels. When prices are not clearly displayed, there can be price discrimination, where the sale price is dependent upon who the customer is. For example, a customer may have to pay more if the seller determines that he or she is willing and / or able to. Another example would be the practice of discounting for youths or students.

Transfer mechanism. There are several ways in which consumers can receive goods from a retailer:

• Counter service, where goods are out of reach of buyers and must be obtained from the seller. This type of retail is common for small expensive items (e.g. jewellery) and controlled items like medicine and liquor. It was common before the 1900s in the USA and is more common in certain countries.

• Delivery (commerce), where goods are shipped directly to consumer's homes or workplaces. Mail order from a printed catalog was invented in 1744. Ordering by telephone is now common, either from a catalog, newspaper, TV advertisement or a local restaurant menu, for immediate service (especially for pizza delivery). Direct marketing, including telemarketing and television shopping channels, are also used to generate telephone orders. Online shopping started gaining significant market share in developed countries in the 2000s.

• Door-to-door sales, where the salesperson sometimes travels with the goods for sale.

• Self-service, where goods may be handled and examined prior to purchase, has become more common since the 1920s.

1 What is retail trade? 2 Why are retailers at the end of the supply chain? 3 How is a retail price made? 4 Why are retail prices called psychological in some countries? Do you agree with this definition? Why / Why not? 5 What is the practice of selling the same product to different types of customers at different prices called? 6 How can consumers obtain goods they desire from a retailer? 7 How can retailers attract more customers? 8 What is window shopping? 9 How do you prefer to obtain the goods or services you want? Give examples.

Дата добавления: 2015-07-11