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Task 1. Read the text on p. 27, translate it and answer the following questions:What sort of a company is Richer Sounds? What makes it so profitable? How different is it from other companies on the market? What is the key weapon of the company? What are their marketing techniques? Why is good service another priority? How are the staff trained? What is the company’s philosophy? Sum up the information from the text about the busiest retailer in Britain. Task 2. Translate from Russian using the vocabulary from the text:
Task 3. Do exercises 2 and 3 on p. 28 and answer the questions:What companies are described here? What makes them well – known in the market? What stores do they operate? How are they expanding? What ambitious plans do they have? Which of the companies may face problems in the new markets? Why is it important for them to establish a niche abroad? Speak about Sephora company and Wal – Mart. Describe their similar features and the differences. Task 4. Give English equivalents for:- работать на рынке, традиционно принадлежащем малым эксклюзивным компаниям; - управлять магазином, вдвое большими, чем Европейские подразделения; - коренным образом изменить метод продаж духов и парфюмерии; - оказалось так же трудно, как и завоевать новые рынки; - сеть магазинов по продаже дорогих товаров; / предметов роскоши; заключить сделку; - высокие затраты; - убедить поставщиков работать с ними так же, как и в США; - контролировать все аспекты бизнеса; - ограниченное пространство для строительства новых торговых площадей; - обратиться к кому-либо с предложением; - обеспечить себе нишу на рынок Европы; - удалось добиться поддержки многих брэндов; - иметь далеко идущие планы на будущее; - предпринимать шаги; маневрировать; - донести свое представление о розничной торговле до потребителя; - иметь в ассортименте широкий выбор лучших товаров; - первоначальный учредитель; - повторить успех на старом континенте; - добиться тех же прибылей; - огромный выбор качественных товаров по сниженным ценам; - разместить крупные заказы. Task 5. Read the text about a controversial customer service programme at Safeway, a major American supermarket chainChoose the best sentence (A – I) from the box to complete each gap.
A US Grocer’s Embrace of Customer ServiceSafeway launched its Superior Service Program about five years ago. Among its rules: Make eye contact with the customer, smile, greet him or her, offer samples of products, make suggestions about other possible purchases that could go with the items being bought, and accompany them to locate items they cannot find. 1_________. To encourage staff to follow the rules, Safeway employs an undisclosed number of «mystery shoppers» whose job is to act like regular customers. 2__________. Workers who do well earn a chance at winning $500 worth of company stock, and managers whose workers are extremely friendly can receive additional bonuses. Those who are graded as having poor customer service skills are sent to a training program to learn how to be friendlier. 3________. Corporate efforts to brighten shopping experience – such as yellow happy-face stickers and «have-a-nice- day» slogans – have typically drawn mixed reactions. But few have caused as much angst* among the sales staff as Safeway's has. It has also had some unexpected side effects. 4________. There have been complaints by female workers in California who say that male customers have misinterpreted their friendliness and, according to some Safeway workers, the whole program is соntributing to growing morale problems among the staff. In recent interviews, half a dozen Safeway workers said the rigid implementation of the Superior Service Program has left some workers feeling so overstressed that they quit. 5__________. Some workers said they had been penalized for not smiling even though they felt they could not. One woman said she was marked down by mystery shoppers when she was going through a painful divorce. The policy of leading customers to a product they cannot find also causes some problems, workers said. 6__________. Lonely elderly people in particular, they said, sometimes seek to be accompanied for an extended period, even through their entire shopping list. International Herald Tribune (adapted)
Read the story again and answer the following questions: When did Safeway launch its Superior Service Program? What are the key rules of the program? How does the company encourage staff to follow the rules? What is the job of «mystery shoppers»? How are those who do well rewarded? What happens it the results of the performance evaluation are low? How do the sales people react? What side effects are described in the article? What morale problems among the staff have resulted from the implementation of the programme? What other things may cause problems? Why? Sum up the information about the ways Safeway tries to improve their customer service and how people react to them. |
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