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13.	Between success and failure	m.	Непродаваемые товары
14.	To be of old-fashioned type	n.	Идея получила распространение
			(имела успех у многих)
15.	To be worth	o.	Приносить требуемые товары
16.	To stock groceries	p.	Предоставлять удобства для
			кого-либо

Ex. 15. Look through the dialogue of exercise 13 and speak about:

1.Birth of the first supermarkets

2.Birth of the self-serving system

3.Innovations connected with the self-serving stores’ appearance.

Ex. 16. Read some extracts from Bill Bryson’s book “Made in America” and choose the appropriate heading to each extract.

a.Victor Gruen’s utopian vision

b.Shopping mall became a science

c.Mall shopping had become America’s biggest leisure activity

d.Supermarkets changed not only the way America shopped, but the way America ate.

Extract 1

As women increasingly went out to work, convenience foods took on ever more important role. Frozen prepared foods followed just before the outbreak of World War II. Baked beans was the first offering, though soon you could get more exotic dishes like chicken a lá king and lobster Newburg. The first frozen dinners were produced in 1945, for use by the army, and a year later the concept was offered to the public.

Extract 2

The man responsible for the layout and ambience of the modern shopping center was not an American but a Viennese named Victor Gruen, who fled the Austrian Anschluss in 1938 and arrived in America with just $8 in his pocket. Within twelve years he had become one of the country’s leading urban planners. Ironically,

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Gruen’s intention was not to create a new and more efficient way of shopping but to recreate in America something of the unrushed café-society atmosphere of European city centers. Shopping centers – or shopping towns, as he preferred to call them – were to be gathering places for the neighborhood, focal points of the community where people could stroll and meet their friends, dally over a coffee or an ice cream, and only incidentally shop. Gruen was convinced that he was designing a system that would slow suburban sprawl and tame the automobile. He “systematized” the shopping center and developed the idea of an anchor store at each extremity to encourage people to stroll from one to another. The idea was to get shoppers out of their cars and onto their feet. He insisted on having public gathering places at strategic spots – open areas with benches, fountains, and perhaps a piece of sculpture or two to encourage social interaction and a sense of community.

Extract 3

In 1956, Gruen’s vision was given tangible shape with the construction of the Southdale Center in the Minneapolis suburb of Edina. Built at a cost of $20 million, it was the biggest shopping center in the world, and the commercial wonder of its age (ten acres of enclosed shopping area, seventy-two stores, and forty-five acres of parking with space for 5,200 cars). It became the model from which almost all other malls in America were cloned.

At their conferences, mall planners bandied about new concepts like the mix of stores necessary to keep people moving and the best location for a shopping center near a highway interchange. No one any longer thought about the idea of encouraging people to linger or socialize.

Extract 4

By the early 1980s, the US had twenty thousand large shopping centers, which between them accounted for over sixty percent of all retail trade. They employed 8 percent of the workforce – nine million people – and were generating sales of $586 billion – 13 percent of the nation’s gross national product. By 1992, the number of shopping centers had almost doubled again, and new malls were opening at the rate of one every seven hours. Four billion square feet of America’s landscape was shopping centers, two-thirds of it built in the previous twenty years. Shopping centers weren’t just growing in numbers, but elaborating new forms.

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By the early 1990s, Americans were spending on average twelve hours a month in shopping malls, more than they devoted to almost any activity other than sleeping, eating, working, and watching television.

Ex. 17. Read the statements and define whether they are true or false.

1.Convenience foods appeared thanking to safety and individualized packaging, which ensured freshness.

2.Frozen foods could not make women’s life easier and didn’t shorten their time for cooking.

3.Exotic dishes were among frozen dinners offered by the restaurants of America.

4.Victor Gruen created a modern shopping center because he understood the Americans and their life style.

5.He managed to slow suburban sprawl and tame the automobile.

6.The shopping centers made Americans change their life style.

7.The shopping centers are aimed to make people shop.

8.The idea of shopping centers is spreading all over the world.

9.Shopping centers develop new forms.

10.Usually shopping centers are located in downtowns.

11.Shopping is an activity Americans try to escape.

12.Mall planners take care of encouraging people to linger and socialize, when designing shopping malls or shopping centers.

13.Modern shopping centers are employers, who give jobs for millions of people.

14.Shopping centers are the biggest commercial enterprises of the wholesale sector.

Ex. 18. Working in groups, work out a project of the Khabarovsk suburban shopping center on your own. Use the following plan:

1.Location / neighborhood of the shopping center

2.Infrastructure

3.Layout

4.Interior

5.Name

6.Staff

7.Self-serving system and appliances

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8.Departments

9.Conveniences

10.Services

11.Entertainments

12.Advertising

13.Security service

14.Target groups

Ex. 19. Sum up all information you have learnt from this unit. Write down the ways, which help a businessman be a success and make his company profitable. Work in groups.

Spheres, where the company operates:

Trade (retail, wholesale), tourism, catering, optional education, food industry, transportation, others.

Ex. 20. Explain the following statements or disagree to them.

1.The new phenomenon given the world was bringing together a great range of merchandize under one roof.

2.The first largest retail operation in the world was relocation of the business to Philadelphia, Boston, Detroit and Chicago.

3.Department stores offered an unprecedented range of goods to rural Americans.

4.The increasing prosperity of Americans gave rise to the development of department stores.

5.It is scarcely an exaggeration to say that conveniences of the department stores eliminated the need to go elsewhere for anything.

6.Limitless services of the department stores were quite expensive.

7.Harry Selfridge took goods down from the high shelves for customers to shoplift them.

8.All innovations were put to make more profits.

9.Bargain basements would sweeten the atmosphere and act as a magnet for drivers.

10.Farm families and small town folk were so rich that would pay with cash for the construction of Montgomery Ward’s retail monolith.

11.To have flair in business is very important to become a stock boy.

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12.You couldn’t buy a packet of thumbtacks from the Sears, Roebuck and Co.

13.Traveling salespersons could hit on some ingenious ideas in the sphere of retail.

14.Secure packaging was a hit.

15.Manufacturers turned from selling in individualized packages to selling in boxes, sacks and barrels.

16.Often brand names sound pleasing to the shopper’s ear.

17.Brand names don’t need any advertising.

18.Today self-serving stores are to deal with a shortage of clerks.

19.Shoppers liked being selected, checked up, wrapped, squeezed and handled at the turnstile.

20.The idea of the self-serving system took off in a big way.

21.The brand name is not a native American phenomenon.

22.The motivation of the self-serving store was to deal with a shortage of employees.

23.The shopping cart is a basket carrier.

24.To negotiate each aisle is translated like “вести переговоры в кулуарах”.

25.Convenience foods are products, which are convenient to transport.

Ex. 21. What makes a company successful? Choose the most appropriate indicators and explain your selection.

Loyal customers

It economizes on everything (advertising, equipment, raw materials, salaries)

A business is always in the news (because of interesting actions, scandals, great events, contacts, etc)

Everyone knows the company’s brand

Hardworking personnel

A company’s rule is “the customer is always right”

A company has a big share of the market or even has a market almost entirely to itself

Creative and innovative managing

A company is a totally family business A company launders money Influential friends

A prestigious office location

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Charming (exotic, strange, serious, energetic) look of staffers

A company has branches all over the country

Luck

A company tries to escape paying taxes

A business is always increasing its profit

There is nepotism in relations

Intuition and flair

Ruthlessness in business

Cost of products or services is overcharged

The company attracts investments from abroad.

Ex. 22. Read the brief information below and explain, how these inventions and innovations influenced business.

The “Microsoft” trademark was registered on November 26, 1976, in the USA.

Bill Gates contrived this name on November 29, 1975.

The Ford Motor Company produced its first automobile on July 23, 1903.

In the 1970s, Mary Quant’s mini-skirt took off. This English designer presented the world her skirt popular forever.

On January 13, 1987, it was allowed to establish joint ventures in the USSR.

Henry Bradley’s invention was patented as “margarine” on January 3, 1871.

Tokyo opened the first Asian subway on December 30, 1927.

The first McDonald’s was opened in San Bernadino, California, in 1949. People liked the restaurant’s fast service and its main item – the hamburger – as fast food.

The famous computer inventor Stephen Wozniak was born on August 11, 1950. In 1976, he designed his first computer called Apple I in the workshop of his garage. Later, he called his business Apple Computers.

On July 14, 1952, the American General Motors Company informed about arranging the first air conditioners into automobiles.

01.02.1930 is the date of the first crossword’s publishing by the Times.

The hamburger’s birthday is the fifth of January 1889. It came into the menu of the Walla Walla restaurant in Washington as the hamburger steak of German immigrants to the US.

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On December 29, 1976, the first production line of the KamAZ was put into commission.

Ex. 23. Analyze the management structure of a typical company shown in the organization chart below.

Words to know:

Chart – график, карта, схема Chairperson – председатель

Board – правление, комитет, кафедра Chief – главный, руководящий

Executive – ответственный, исполнительный, административный; руководитель

CHAIRPERSON (PRESIDENT)

↓

BOARD OF DIRECTORS (BOARD OF MANAGEMENT)

↓

MANAGING DIRECTOR (CHIEF EXECUTIVE OFFICER)

↓

SENIOR MANAGEMENT (SUPERVISORY BOARD GROUP MANAGEMENT

COMMITTEE / COMPANY OFFICERS

↓

MIDDLE MANAGEMENT (DEPARTMENTS)

↓

MARKETING; PUBLIC RELATIONS AND COMMUNICATION;

INNFORMATION TECHNOLOGY; LEGAL AFFAIRS; PERSONNEL or HUMAN RESOURCES;

FINANCE and ACCOUNTING CONTROL;

PRODUCTION; RESEARCH and DEVELOPMENT

Ex. 24. Answer the questions on the chart.

1.Why should the Board of Directors be headed by the Chairperson or President?

2.Who provides the capital for the company?

4. What organ is responsible for policy of decisions making and strategy?

1.Who has overall responsibility for running of the business?

2.Do the senior managers head various departments?

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3.How do the company departments function?

4.Is the company structure to be seriously considered?

5.How can all structural divisions influence the company’s success?

6.What legal and structural frameworks correspond to the above firm’s chart?

Ex. 25. Paraphrase the sentences using word combinations from the text.

1.A customer is able to look at goods, touch and steal them at any store of selfservice system.

2.Shoppers enter through revolving doors, pick up a basket, make their choice and eventually arrive at the settlement and checking desk.

3.Retailing is buying goods from producers and wholesalers and reselling them to consumers to meet their needs and wants.

4.Retail companies perform such major functions as buying, selling, storing, transportation.

5.A Wisconsin native took a job with Marshall Field and quickly made a career.

6.Two firms made a profitable and long-termed cooperation.

7.The union was a success.

8.Goldman employed six men to do nothing but push the carts around all day, pretending to do shopping, and others began imitate them.

Ex.26. Read the extract from the book "Rich Man, Poor Man" by Irwin Shaw, and comment on Rudolph's idea. Which phenomenon does the text characterize?

“The plan that he had submitted to Calderwood was a complicated one and he argued every point closely. The community was growing in the direction of the lake. What was more, the neighboring town of Cedarton, about ten miles away, was linked with Whitby by a new highway and was also growing in the direction of the lake. Suburban shopping centers were springing up all over America and people were becoming accustomed to doing the greater part of their shopping, for all sorts of things, in them. Calderwood's thirty acres were strategically placed for a market to siphon off trade from both towns and from the upper-middle-class homes that dotted the borders of the lake. If Calderwood didn't make the move himself, somebody or some corporation would undoubtedly seize the opportunity in the next year or two and besides profiting from the new trade would cut drastically into Calderwood's volume

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of business in the Whitby store. Rather than allow a competitor to undermine him, it was to Calderwood's advantage to compete, even partially, with himself.

In his plans Rudolph had argued for a place for a good restaurant, as well as the theater, to attract trade in the evenings as well. The theater, used for plays during the summer, could be turned into a movie house for the rest of the year. He also proposed building a middle-priced housing development along the lake, and suggested that the marshy and up to now unusable land at one end of Calderwood's holdings could be used for light industry.

Coached by Johnny Heath, Rudolph had meticulously outlined all the benefits the law allowed on enterprises of this kind.

He was sure that his arguments for making a public company out of the new Calderwood Association were bound to sway the old man. The real assets and the earning power, first of the store and then of the center, would ensure a high price of issue for the stock. When Calderwood died, his heirs, his wife and three daughters, would not be faced with the possibility of having to sell the business itself at emergency prices to pay the inheritance taxes, but could sell off blocks of stock while holding on to the controlling interest in the corporation.”

Ex. 27. Sum up all material of this unit and speak on topics.

1.How to make your business well run.

2.Factors, which influence a company’s success.

3.Problems or obstacles a businessman should escape, when developing his company.

4.Innovations can open new ways for a business development.

5.Sometimes a chance can cause blooming of the business.

6.Inventions and innovations in the retailing sector.

7.The most appropriate form of department stores in Khabarovsk.

8.Department stores influence people’s life style.

9.The largest shopping center in your native city.

UNIT IV. HOW TO DO BUSINESS IN THE RUSSIAN FAR EAST

Ex. 1. Read and remember the words and word combinations.

A raw material appendage – сырьевой придаток