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shoplift, annual sales, range of goods, an emporium, a commercial flair, a gift certificate.

Ex. 10. Read the passage and decide, where the following words or phrases should go:

On the market; got their names; failure; cents; in the world; invented; wrapping the mints; grocery store; almost everything; the refinement of the brand name; brand names; made a record at the time; transportable; the official name; in the marketing department; the food industry; each year; investment.

Refinement of the Brand Name

The closing years of the nineteenth century and opening years of the twentieth saw _____ . That time was the birth of famous products in _____ . It was the development of secure packaging, that enabled Coca-Cola (1886), Cream of Wheat (1893), Pepsi-Cola (1898), Oreo Cookies (1912) to appear _____ . The secure packaging ensured freshness and enabled manufacturers to provide individualized packages, that made foods more conveniently _____ . Often the packaging was all that stood between success and _____ .

In 1911, Clarence Crane _____ Life Savers, punching them out on a pillmaking machine, but they were a flop because the mints were stale inside their paper wrappers and tended to absorb the flavor of the glue with which the wrappers were sealed. Only after a New York businessman bought the company and began _____ in tinfoil did Life Savers take off. His initial _____ of $1,500 was worth $3,3 million in just over a decade. The individually wrapped foods _____ .

The dedicated archivists know _____ about Oreo Cookies. They are the largest selling cookie _____ . More than six billion of them are produced _____ . Ten _____

of every dollar spent on cookies in America goes for Oreos. First, they were named Oreo biscuit, today _____ is the Oreo Chocolate Sandwich Cookie. The first product was sold at S.C. Thuesen’s _____ in Hoboken, New Jersey, on March 6, 1912. But nobody can tell you where the name comes from, because nobody _____ , and we lost the reasoning behind it forever. More probably, it is a meaningless concoction that some unknown employee _____ found pleasing to the ear.

Today, both Oreos and Life Savers are world known _____ .

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Ex. 11. Translate the questions from Russian into English and answer them.

1.Какой важный компонент розничной торговли появился в конце XIX века

– начале XX века?

2.Где родился бренд?

3.Какая промышленность дала миру первые известные бренды?

4.Почему упаковка зачастую стоит между успехом и провалом?

5.Каковы характерные черты современной упаковки?

6.Благодаря индивидуальной упаковке продукты получили яркие, привлекательные названия, не так ли?

7.Какие американские бренды вы знаете?

8.Существуют ли известные торговые марки в России? Как они называются?

9.Производит ли дальневосточная пищевая промышленность известные торговые марки?

10.Почему иногда названия продуктов звучат странно или бессмысленно?

11.Как упаковывали продукты раньше, до появления индивидуальной упаковки?

12.Может ли упаковка влиять на покупателей и способствовать быстрой продаже?

13.Необходимо ли регистрировать торговую марку?

14.Какая упаковка может привести к провалу?

Ex. 12. Find an odd word or word combination in every group below. What topic do words in each line belong to?

1.foods, products, goods, manufacturers

2.tinfoil, a paper wrapper, a boxer, a barrel

3.comfortable, transportable, individualized, secure

4.Coca-Cola, Irish pudding, Pepsi-Cola, Sunkist fruit

5.a brand name, a trade mark, a stamp, a name

6.a carriage, a basket, a shopping cart, a basket carrier

7.a turnstile, a counter, a checking desk, a parking lot

8.a shopper, a consumer, a customer, a cashier

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Ex. 13. In the dialogue below, the questions are absent. Ask Oleg the questions instead of Lena. Read the dialogue and translate it from English into Russian.

	Conversation about Self-Serving Stores
Lena:	_____?
Oleg:	Yes, I have just read about the first self-serving stores in America. Do you
	know that it was Clarence Saunders from Memphis, Tennessee, who hit on
	the idea of the self-serving system in 1926?
Lena:	Really? _____?
Oleg:	It was one of the grocery stores of the Great Atlantic and Pacific Tea
	Company.
Lena:	_____?
Oleg:	It was founded in 1859 as a tea importer, but it had started to stock
	groceries by 1865. By the outbreak of WWI, A & T had had two thousand
	stores all over the US.
Lena:	_____?
Oleg:	No, they were stores of the old-fashioned type.
Lena:	_____?
Oleg:	In such stores, clerks fetched requested items from high shelves.
Lena:	_____?
Oleg:	Clarence Saunders changed everything in his Memphis store. First, he
	called it “a Piggly-Wiggly” because he was sure that such an odd name
	made people curious. Second, customers entered through a turnstile, picked
	up a basket, made their selections, and eventually arrived at the settlement
	and checking desk to have the selections checked up and wrapped.
Lena:	Saunders is a real innovator! He thought of providing a convenience for the
	customers, _____?
Oleg:	No, he didn’t. He simply found a way out to deal with a shortage of clerks.
	Listen, “But it soon became evident that shoppers liked being able to
	squeeze the bread and handle the soup cans, and the idea took off in a big
	way”.
Lena:	So, we can also name Saunders a founder of the first true supermarket, as
	the self-serving system means a big food store with many aisles and
	appliances, which help the shoppers deal with their purchases. _____?
Oleg:	No, you are wrong. Listen to how Bill Bryson describes the process of

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creating supermarkets. It’s rather interesting. “The credit for creating the first true supermarket is usually given to Michael Cullen, who opened a

“grocery warehouse” or “food market” in Jamaica, New York, in 1930. It wasn’t the first big food store in America. As early as 1923, San Francisco had a grocery store called the Crystal Palace with parking for 4,350 cars and 68,000 square feet of retail space. But Cullen’s outlet did offer several features that would become standard in the business – evening hours, selfservice, strident advertising and a practically irresistible impulse to put a misspelled word in the title. He called it King Kullen. The first company to use the word supermarket in its title appears to have been Albers Super Markets, Inc., in 1933. The same decade saw the development of an appliance to help shoppers deal with the increasing volume of goods on offer: the shopping cart. A store owner in Oklahoma City named Sylvan Goldman called his invention a basket carrier. At first, customers showed great reluctance to use the new contraptions. It wasn’t until Goldman employed half a dozen people to do nothing but push the carts around all day, pretending to shop, that others began to imitate them.”

Ex. 14. Look through exercises 1, 5, 6, 10, 13, and match the columns below. Remember the words and word combinations given here.

1.	Increasing volume of goods	a.	Торговая площадь
2.	A tea importer	b.	Продемонстрировать	большое
			нежелание сделать что-либо
3.	The largest selling cookie	c.	Покончить с проблемой нехватки
			служащих
4.	To show great reluctance to do	d.	Между успехом и провалом
	smth
5.	The idea took off in a big way	e.	Первоначальное вложение
6.	To provide a convenience for smb	f.	Быть старомодного типа (вида)
7.	The old-style store	g.	Возрастающий объём товаров
8.	Retail space	h.	Самое продаваемое печенье
9.	To deal with a shortage of clerks	i.	Магазин старого стиля
10.	Initial investment	j.	Снабжать бакалейными товарами
11.	Unsellable goods	k.	Стоить
12.	To fetch requested items	l.	Импортёр чая