Retailing is selling goods and services to the ultimate consumer.

Thus, the retailer is the most expensive link in the chain of distribution. Being middlemen, they make their profit by charging the customer 25 to 100 per cent more than the price they paid for the item.

The retailers operate through stores, mail-order houses, stall. There are different types of retail stores: department stores, discount houses, cooperatives, single line retailers.     

The major part (over 95 per cent) of retail establishments concentrate on a single line of merchandise for example, food hardware, etc. But nowadays there is a trend for many single line stores to take on a greater variety of supplies.

The retailer performs many necessary functions. First, he may provide a convenient location. Second, he often guarantees and services the merchandise he sells. Third, the retailer helps to promote the product through displays, advertising or sales. Fourth, the retailer can finance the customer by extending credit. Also the retailer stores the goods in his outlet by having goods available.

Exercise 1. Give the English:

роздрібна торгівля, потенційний споживач, торгівля поштою, кіоск, торгова точка, знижка, роздрібний торговець, магазин зі знижками, елемент, роздрібний торговець, який  продає один товар, виконувати функції, кооператив.

Exercise  2. Put the necessary word in the sentence:

mail-delivery, discount, stall, guarantees, retailer, extending credit, link.

1.  … is one function a retailer may perform.

2.  You can buy newspapers, cigarettes, cookies from a … .

3.  … is the most expensive link in the chain between a producer and a consumer.

4.  The firm … good quality of the product.

5.  She doesn’t like to go shopping, she prefers to do it by  … .

6.  The department store is having a sale and there is a 20 per cent … on all  light dressers.

7.  Wholesaler is an important … between a producer and a customer.

Exercise 3. Translate the sentences into English:

1.  Роздрібна торгівля – це продаж товару кінцевому споживачу.

2.  В країнах заходу існують різні типи торгових установ: універмаги, супермаркети, магазини зі знижками, і т.д.

3.  На цей товар можна придбати   10%  знижки.

4.  Роздрібна торгівля може надавати покупцю довгостроковий кредит.

5.  Ця фірма має багато торгових точок по всій країні.

6.  Роздрібний торговець виконує багато важливих функцій.