new insights into business ocr small (835551), страница 6
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Inside,90 compact disc players, tuners and speakersequipment.Bridge Walk in the City. Even taking anoffers.takeRicherfrom leading names such as Sony, Akai andSounds still clocks up £5,780 per squareSounds to secure itself a lucrative niche inMarantz are stacked from floor to ceiling.15 foot, ten times more than Marks anda £4 bn audiovisual market dominated byaverage across all 28 stores,The techniqueRicherSpencer, six times the sales achieved byhas enabledWhile leading multiples stock mainly theSainsbury.Banners hanging from the ceiling proclaim:"If you've seen it cheaper, we'll beat that55 independents.95 price by up to £50."it is profitable too.
Sales are up and itsmass market, volume selling midi systemsGood service is another priority. Atoperating margin has soared from 3.4 perwhich became popular in the early 1980s,Richer Sounds staff are trained not to be20 cent in 1989 to almost thirteen per centRicher Sounds sells only hi-fi separatespushy*. They all attend two trainingtoday. Last year Richer Sounds made60 such as tuners and amplifiers.
It buys eitherseminars a year at Richer's country houseprofits of more than £3m on sales ofend-of-line ranges which manufacturers 100 in Yorkshire, where more attention is paidalmost £48 m.are hoping to off-load before the next,to following the correct administrativeThe man behind Richer Sounds' successcosmetically different model arrives fromprocedures.25 is founder, managing director and 98 perJapan, or small orders of current modelsFirst-time hi-fi buyers get a call to checkcent shareholder Julian Richer, a 39-year-65 which, perhaps because of poor stockthat they have plugged in the equipmentmanagement,buy and sell candles during the energyprepared to sell at a reduced price.
Now, ascrisis of 1974. A likeable bloke who wearsmanufacturers' stock control improves,have a problem. Richer's own name and30 his blond hair in a pony tail and operatesthree-quarters of its stock is currentoffice number are supplied too.from a small converted Victorian vinegarthemanufactureris 105 correctly. Customer receipts include aold Londoner who, at the age of 14, used tofreephone number they can dial if theyThe emphasis is on fun. If it's raining,70 models.Suppliers are keen to do business with 110 customers are given a free umbrella.
Infactory in Bermondsey, south-east London,this quirky* retailer. "People like Dixons andsummer they get a Chilly Willy (a type of"Even when I was at school I wanted toComet have so many stores (344 and 262ice lolly). Other seasonal gifts include35 go into business," he says, "but my agerespectively) that unless you've got 5,000 ofmince pies at Christmas and hot-cross75 a model it's not worth their while putting itbuns at Easter.
"We have a laugh," Richerhe raps out his sales pitch*.was against me. Property was out -Iwasn't old enough to sign a contract. Carsinto their distribution system," says Clive 115 says. "We don't take ourselves seriously,were out - I couldn't drive. So I turned toRoberts, sales and marketing director ofhi-fi, which was catching on at school. IAkai. "With Richer, you can do a deal on 30."but we do take our customers seriously."Business*sales pitch: w h a t salespeople say topersuade you to buy s.th.*to do s.th. up: to repair s.th.*quirky: unusual, untypical* alternative: n o t traditional* pushy: rude in trying to g e t w h a t you w ant27u n it th re eVocabularyThe following words can be used in more than one way.
Underline thecorrect part of speech for each word as it is used in the text on page 27.12345678stock (line 47)deal (line 49)surplus (line 50)secure (line 53)market (line 54)model (line 63)order (line 64)control (line 68)aaaaaaaanounnounnounverbnounnounnounnounbbbbbbbbverbverbadjectiveadjectiveverbverbverbverbc adjectiveComplete the passage using appropriate forms of the words in Vocabulary 1.Sephora is a French beauty supermarket chain which has revolutionised the waythat perfumes and fragrances are sold.
Sephora operates in a 1 roarkeL thathas traditionally been served either by small exclusive perfume stores or bydepartment stores. I t 2 __________a wide selection of top products from beautyhouses like Chanel and Estee Lauder. Two years ago the original founder ofSephora, Dominique Mandonnaud, was approached by the luxury chain LVMH(Moet Hennessy - Louis Vuitton) with an offer to buy the company and one yearlater a 3 __________was made. Today Daniel Richard, the new president,4all aspects of the business.
He has managed to 5 __________thesupport of many of the big brands in the perfume business and has placed big6 __________with them. Sephora has ambitious plans for the future, and recentlyopened a store in New York.Read the text about the American company Wal-Mart, the world's largestretailer. Replace the words in italics with these words from the text on page 27.a profits (line 22)b overheads (line 46)c niche (line 53)d range (line 61)e suppliers (line 71)f discount (line 82)W a l-M a rt is already m anoeuvring to bring its vision o f retailing to the Europeanconsumer. In th e United States th e com pany operates stores th a t are o fte n tw iceas big as th e irra n g eEuropean equivalents and w hich sell a huge 1 selectiono f q u a lity products a t a 2 significant price reduction ___________ .However, d u p lica tin g its success on the old c o n tin e n t may prove to be ju s t asd iffic u lt as conquering the New W orld's markets.
Firstly, Europe w ith its lim itedspace available fo r b u ild in gnew stores andits high3 operating costs_____________m ay make it more d iffic u lt fo r the com pany to produce the same4 positive financial results ____________ th a t it has had in th e US. In addition toth a t, it may be d iffic u lt to persuade 5 companies tha t provide goods for retailers_____________to do business w ith them in th e same w ay as they do in the US.But w ith its purchase o f the British superm arket chain ASDA, W a l-M a rt clearlyw ants to establish a 6 particular m arket _____________fo r itse lf in Europe.28RetailingVocabularydevelopment:compoundnouns1 Look at these compound nouns from the text on page 27.mass market (line 57)distribution system (line 76)special offer (line 88)leading name (line 97)What other compounds do you know with these words?a marketb systemc named special2 Match words from A and В to make compound nouns.
Check your answers in adictionary.ADiscussionВ1 customer c4 salesapow erdm a rg in2 duty5 purchasingbgoodsefig u re s3 profit6 consumerCse rv ic etfre eRead the extracts below from Julian Richer's book The Richer Way. What do youthink of the company's approach to customer service? What experiences haveyou had of good or bad service in shops?RICHER.ssssaaSssSr иEvery month the three winning shops in our customerservice competition, the Richer Way League, win a carfor a month.Two get Bentleys and one a Jaguar XJSconvertible.The car is theirs to use as they wish, we |pay the petrol.iunit th re eLanguage FocusMake and doLook at the sentences from the text on page 27.Richer Sounds made profits of more than £3m.
(line 21)Suppliers are keen to do business with this quirky retailer, {line 71)►► Make and do are very similar in meaning and it is not always easy to knowwhich to use. Turn to page 165 for some guidelines.PracticeWhich of the following words are used with make, and which with dot Use adictionary to help you.1234a complaint make 5 a suggestion6 a speechnothingan exam7 a lossa mistake8 a trip9101112a decisionyour bestresearchplans13141516the typingmoneya jobgood2 Complete the questions with the correct form of make or do and words fromexercise 1.1 Have you ever had to makeаs p e e c h in front of an audience?2 What is the longest_________ thatyou've ever_________to a foreigncountry?3 Have you ever_________a ________about the poor quality of somethingyou bought?4 Is complaining useful?Do you think i t _________any_________?5 Do you prefer t o __________________ in a library or on theinternet?6 Have you ever_________any_________ about how customerservice could be improved in shopsthat you have7 How m u ch _________ do you think you w ill__________ from your job next year?8 W h at_________ havey o u __________ for the next summer holidays?3 In pairs, ask and answer the questions in exercise 2.30RetailingLocating objectsDo this quick-check exercise as preparation for the listening activity thatfollows.
Look at the picture of a gift shop and complete the sentences with thewords in the boxes.at the frontat the backat the topat the bottomin the middleon the lefton the rightabovenext tobetweenin front ofbelowinsidebehindThe personal stereos are 1oh Lhe Lop of a large display cabinet,2 _________ ofsome small radios. The hi-fi systems are 3 __________of the cabinet and the radiocassette recorders are 4 __________.5 __________ is a smaller display casecontaining a selection of jewellery: there are some earrings 6 _________ and somebracelets 7 __________ .891011121314The binoculars are on the shelf befoulthe video cameras.The jewellery i s _________the perfume counter.The scarves a re _________ the perfume counter.There are some video cassettes_________ a box.There is a 'Sale' sig n _________the jewellery counter.The watches a re _________ the earrings and the bracelets.The shop assistant is standing_________ the perfume counter.31u n it th re eSkills FocusListeningWhere w ould you expect to find these items on the supermarket plan below?Dem onstration7X_aIZ/ c\4/\ro<V<Nя01U)^ \L 3ZZ?CheckoutZ 9fm Listen to a British superm arket m anager talking about the layout anddesign of her store.
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