1. Retail trade
VOŠ – 2. ročník – 2. semestr
©Lenka Lexová

2. Retail trade - definition
Retailing represents the sale of goods, products, merchandise or services for personal or household consumption
it is selling of goods in small quantity to final consumers in comparison to wholesale trade

3. Retail trade - agents
A retailer buys goods or products in large quantities from manufacturers or importers
A retailer buys goods directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop or store

4. Retail trade places Shop/store Supermarket/hypermarket
Chain store/franchise
Home selling/door to door sales
Mail order club
On-line/telephone selling
Market
Name an example of each selling place and
include their pros and contras, talk about
typical products you can buy there.

5. A retailer provides valuable functions to:
The manufacturer
he sells his goods and keeps him informed about the consumers tastes
The wholesaler
he enables him to make accurate decisions about future needs, informs about market trends
The consumer
provision and displays of goods, information, advice, packing, free delivery, credit, after-sales services

6. Imagine the following situation:
You bought a new TV set at an online shop, after delivery, you realised that the remote control is missing in the box and the TV is scratched.
Write a letter of complaint, the company Electronics online, Ltd is based in New York, 36 Lincoln Street, NY24HJ56
Call the customer care department of the firm and act out a dialogue
Student A - complain about your problem
Student B – receive the call and try to suggest a solution

7. Act out a dialogue Complaining about a product you bought:
Jeans – they shrank after washing
Shoes – they changed colour after getting wet
Washing machine – it does not work, but is in guarantee
Table – when you wanted to assemble it, some screws were missing, the upper plate was of different colour
Student A – the caller, explain the situation and complain about the product
Student B – the shop assistant, suggest some solution (new product, money compensation, discount, repair)

8. Listening Shopping for the day At a shoe shop
What characteristics make a good seller, choose three of
them which are the most important for you and explain why:
Really listens to the customer
Smiles all the time/is friendly
Knows a lot about the product
Has a smart look/is presentable
You feel you can trust him
Gives customer time to think
Is good at making the customer believe in the product
Makes small talk/is chatty
Together with your partner make a list of adjectives to
describe a bad seller.

9. Resources
English in Economics, Miroslav Kaftan, Libuše Horáková:, Karolinum 2004
Market Leader, D. Cotton, D. Falvey, S. Kent, Pearson Longman, 2007
The business, K. Richardson, M. Kavanagh, J. Sydes, P. Emmerson, Oxford:Macmillan, 2008
Economy in English, M. Kalina a kolektiv:, VŠE Praha 1998