- •Предисловие
- •Part I. BUSINESS DEALS
- •Warm up. Do you know how to start retailing?
- •Text I. How to Start Retailing.
- •Read and translate the text
- •Unit I
- •Ex. 1. Arrange synonyms in pairs:
- •Ex. 2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Warm up. What do you know about markets in general?
- •Text II. Changing Markets
- •Read and translate the text
- •Unit 2
- •Active Words and Word Combinations:
- •Ex. 2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps, using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Text III. The Retailing Sector
- •Read and translate the text
- •Unit3
- •Ex.1. Arrange synonyms in pairs:
- •Ex.2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex.5. Translate into English:
- •REVISION ( Units 1-3 )
- •Warm up. What kinds of merchandise do you know?
- •Text IV. Knowledge of Merchandise
- •Read and translate the text
- •Unit 4
- •Ex.1. Arrange synonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Warm up. What does economics study?
- •Text V. What’ s Economics?
- •Read and translate the text
- •Units 5
- •Ex. 1 Arrange synonyms in pairs:
- •Ex.2. Arrange antonyms in pairs:
- •Ex.3. Fill in the gaps using your active vocabulary:
- •Ex.4. Translate into Russian:
- •Ex. 5. Translate into English:
- •Warm up. What do you know about investment?
- •Text VI. Different Types of Investment
- •Read and translate the text
- •Unit 6
- •Ex. 1 Arrange synonyms in pairs:
- •Ex. 2 Arrange antonyms in pairs:
- •Ex. 3 Fill in the gaps using your active vocabulary:
- •Ex.4 Translate into Russian:
- •Ex. 5 Translate into English:
- •REVISION ( Units 4-6 )
- •Read and translate the text
- •Текст A. At the Trading Centre
- •Tasks to the text.
- •Ex.2 Choose Russian equivalents for the following word combinations:
- •Ex.4 Tell us about your way of shopping, using the following questions:
- •Текст В. At the Oriental Market
- •The tasks to the text
- •IT IS INTERESTING TO KNOW
- •Reading Food Labels
- •USEFUL ADVICE
- •Shopping in Britain
- •PROVERBS AND SAYINGS TO MEMORIZE
- •Read and translate the text
- •COOKING IN KATE’S HOUSE
- •Dialogues
- •At Table
- •Make up dialogues, using the following plots:
- •I. Give the ways of cooking a fried chicken in a correct order:
- •II. Choose the Russian equivalents to the following words:
- •Methods of Cooking
- •IT IS INTERESTING TO KNOW
- •PROVERBS AND SAYINGS TO MEMORIZE
- •Ex. 4. Make the mind map, concerning traditional Russian salads
- •Ex. 1. Give English equivalents to the following:
- •THE TWO ASPECTS OF FOREIGN TRADE
- •VISIBLE AND INVISIBLE IMPORTS AND EXPORTS
- •If you take care of our imports, our exports will take care of themselves.
- •Ex. 3. A. What kind of goods can you buy in the following sections of the department store? Match the items with the department.
- •1. Give a definition of a price.
- •PART IV. CLASSIFICATION OF RESTAURANTS IN MODERN HOSPITALITY INDUSTRY.
- •Pre-reading
- •Ex.1. Read and translate the following words
- •4. What is the difference between the front and the back of the house area?
- •DUTIES OF MANAGERS, HOSTESSES, AND SERVERS
- •Duties of hostesses
- •Duties of servers
- •6. Do you agree that management of a restaurant begins in the parking lot and ends in the bathrooms? Prove your point of view.
- •Text 3. AT THE ACADEMY CANTEEN
- •Text 4. TYPES OF MENUS
- •The menu may be the most important ingredient in the restaurant’s success. The restaurant’s menu must agree with the concept, the menu must exceed the market expectations. The type of menu will depend onthe kind of restaurant deing operated.
- •There are six main types of menus:
- •A la carte menus offer items that are individually priced.
- •Table d’hote menus offer a selection of one or more items for each course at a fixed price. This type of menu is used more frequently in hotels.
- •Du jour menus list the items of the day.
- •Tourist menus are used to attract tourists’ attention.
- •California menus are so named because in some California restaurants guests may order any item on the menu at any time of the day.
- •Cyclical menus repeat themselves over a period of time.
- •A menu generally consisits of perhaps six to eight appetizers, two to four soups, a few salads, eight to sixteen entrees and about four to six desserts.
- •The many considerations in manu planning attest to the complexity of the restaurant business. Cobsiderations include the following:
- •. Needs and desires of guests;
- •. Capabilities of cooks;
- •. Consistency and availability of menu ingredients;
- •. Price and pricing strategy (cost and profitability);
- •. Nutritional value;
- •. Contribution margin;
- •. Accuracy in menu;
- •. Menu analysis;
- •. Menu design.
- •Tasks to the text:
- •Ex1. Find answers to these questions from the text:
- •1. Why is the menu the most important ingredient in the restaurant’s success?
- •2. How many main types of menu are there?
- •3. Wnat tipe of menu is most frequently used in hotels?
- •4. What is cyclical menu?
- •5. What do cosiderations include?
- •Ex2. Produce communicative situatuions, using the following expressions:
- •Ex.3. Produce a mind map concerning types of menus;
- •Ex.4. Do a composition, describing your own menu;
- •A DIALOGUE TO KNOW AND LEARN
- •WHAT WOULD YOU LIKE TO EAT?
- •Waiter: Hello, please have a seat.
- •What would you like to eat?
- •Ann: I think I’ll have a steak
- •And then for dessert a steak
- •Medium? Rare? Perhapse well-done?
- •Potatoes? Some salad? Some cheese?
- •Served on a toasted bun.
- •I’d like some ketchup too.
- •Waiter: I’ll fix it just right for you.
- •Lots of string beans, lots of cheese,
- •And a salad would be nice,
- •And bring me some water with ice.
- •PROVERBS FOR SAYING TO MEMORIZE
- •1. It makes ones’s mouth water.
- •2. Eat at pleasure, drink with measure.
- •3. One man’s meat is another man’s poison.
- •4. Appetite comes with eating.
- •5. A hungry man is an angry man.
- •6. An apple a day keeps the doctor away
- •GIVE IT A NAME
- •2. It is used to flavour food. It is found in the earth and in the sea water.
- •3. It is something you can drink from. It is made of glass and does not have a handle.
- •4. It is the liquid that comes from fruit when you squeeze it.
- •5. It is food that people eat, usually at fixed times during the day.
- •6. It is food that just enough for one person.
- •7. It is something you can drink from. It is made of china or clay and has a handle.
- •Text 5. RUSSIAN AND AMERICAN RESTAURANT SERVICE.
- •American service.
- •Needs and desires of guests.
- •Another example of good service is when the server does not have to ask everyone at the table who is eating what. The server should either remember or do a seating plan so that the correct dishes are automatically placed in front of the guests.
- •A new creative service has emerged. A less formal – yet professional – approach is preferred by most of the guests.
- •Servers are not only order takers; they are the salespeople of the restaurant. A server who is undereducated about the menu can seriously hurt business.
- •One wouldn’t be likely to buy a car from a salesperson who knew nothing about the car, likewise, customers feel uneasy ordering with an unknowledgeable waiter.
- •Professional Service schools suggests two strategies:
- •It is also a good idea for the chef to coach the servers.
- •Tasks to the text:
- •Ex.1. Complete the sentences, using the information from the text:
- •1. The needs and desires of the guests are what is important - - -
- •2. A less formal – yet professional - - -
- •3. Good servers quickly learn - - -
- •4. Another example of good service is - - -
- •5. People are all impressed by - - -
- •Ex.2. Agree or disagree with the following statements:
- •1. Servers are mainly order takers.
- •2. Customers feel uneasy ordering with an unknowledgeable waiter.
- •3. It is not a good idea for the chef to coach the servers.
- •4. With Russian service the food is cooked in the kitchen.
- •5. American service is not a simplified version of Russian service.
- •Ex.3. Answer the following questions:
- •1. What are the main types of restaurant service.?
- •2. Russian service can be used at a banquet, can’t it?
- •3. Is American service a simplified version of Russian service?
- •4. Name the examples of good restaurant service.
- •5. Do you think Russian service is better than American service?
- •Ex.4. Identify key points in the text and extract information from it to pass on to your partner.
- •Ex.5. Let your partner see whether key points identified by you are the same as those covered in the text. Let him agree or disagree with you.
- •Ex. 6. Produce a mind-map concerning types of restaurant service.
- •Ex. 7. Compose situations with the following expressions:
- •Russian service; American service; good service: bad service; a music to the ear and ego.
- •Text 6. STARBUCKS
- •Global expension of Starbucks has been a large success all over the world. Its name was derived from “Mobi Dick” novel. The people all over the world enjoy reading it. They also enjoy visiting Starbucks, having fun and drinking nice coffee.
- •Tasks to the text:
- •Ex. 1.Work in pairs:
- •a) Look at the following words and phrases and think of a story that might combine them all. You may reorder them in any way you like using any form of the verb:
- •. a new coffee shop opened;
- •. the background of Starbucks
- •. rigorous training
- •b) When you have decided upon the story, tell it to your partner. Then listen to that of your partner. Ask each other as many questions as you can to learn further details or clarify some points.
- •Ex. 2. Divide the text into other logical parts and entitle each of them.
- •Ex. 3. Produce the role-play:
- •Ex. 4. While making your decision consider the following possible steps:
- •1. to research food trends;
- •2. to keep the guests happy:
- •3. to replace old coffee shops and restaurants:
- •4. to find niche:
- •5. to meet the diverse clientele’s needs:
- •6. to establish a combination of “hands on” and formal training:
- •7. to promote your subordinates.
- •PART V. ADDITIONAL TEXTS.
- •Text 1 AMERICAN FOOD AND EATING HABITS
- •Text 2. BUYING MODERN GOODS.
- •Text 3. LEARNING ABOUT MERCHANDISE.
- •There are several ways a salesperson can increase his knowledge of his goods. Here are some of the sourses from which information can be obtained.:
- •Trade Journals.
- •Trade journals contain articles on new products, ideas for selling old ones and improvements in manufacturing methods. The advertisements in the journals proved useful information about product lines.
- •Manufacturers.
- •Store Personnel.
- •Product information may often be obtained from such store personnel as department heads, merchandise managers, owners, buyers and experienced salespeople.
- •Government Grades and Srandards.
- •Labels.
- •Text 4. YOUR RIGHTS WHEN BUYING GOODS
- •When you buy something from a shop you are making a contract. This contract means, that it is up to the shop – not manufacturer – to deal with your complaints, if the goods are not satisfactory.
- •What do we mean by satisfactory?
Eventually the tokens disappeared, but the contracts remained on flat tablets.
Classical civilizations built global markets trading gold and silver for spices, cloth, wood and weapons, most of which had standards of quality and timelines. Reputation and clearing became central concerns, and the states which could handle them most effectively became very powerful empires, trusted by many people to manage and mediate trade and commerce.
Unit 2
Active Words and Word Combinations:
negotiable (a), buyers (n), sellers (n), predict (v), uniform (adj.), manufacterer (n), advertise (v), persuade (v), brand (n), to be acquired(v), to prevent (v), go down in smth(v), to postpone (v), to be lack of futures contract, token (п.), commodity(n), handle (v).
Ex. I. Arrange synonyms in pairs:
negotiable, to predict, to advertise, brand, to persuade, to prevent, uniform, manufacturer, to go down in smth. to postpone, fixed, to promote, producer, to induce, name, to preclude, to foretell, to drop, all the same, to put off.
Ex. 2. Arrange antonyms in pairs:
fixed, to go down in smth, to promote, buyer, seller, negotiable, to go up, to
delay.
Ex.3. Fill in the gaps, using your active vocabulary:
1.Is a translator's salary fixed or is it... ?
2.They were ... of chemical equipment.
3.You should go to the dentist... loss of the tooth.
4.Having waisted his money, he ... purchases.
5.I am ... that it is true.
6.These washing machines ... in price.
7.Manufacturers of cigarettes ... by radio.
8.The ... has sold and ... has bought asbestos of Russian origin.
Ex.4. Translate into Russian:
1.It's next to impossible to persuade him to buy this car.
2.These goods are sold at a negotiable pnce.
3.How much does a manufacturer charge for this product?
4.A retailer may advertise a collection of new fashions.
5.A seller should be familiar with the use and advantages of the goods
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reguired by the buyer.
6.Bob came up to a grey house with a sign: "This house went down in price".
7.He felt a need to postpone the talks.
8.He couldn't predict the tragedy.
Ex. 5. Translate into English:
1.Сейчас повсюду висят объявления: "Цены на недвижимость снижены".
2.Эта книга сложная, я отложу её чтение.
3.Постарайтесь убедить его не делать этого.
4.Какие кошмарные цены! - Они договорные.
5.Покупатели и продавцы пришли к соглашению по вопросу о цене.
6.Размещайте рекламу в нашей газете.
7.К счастью, она остановила его от ошибки.
8.Где ты приобрёл такую вредную привычку?
Ex. 6. Discusse problems mentioned in the text in the form of a dialogue. Use your active vocabulary:
1.Being a housewife is as hard as being a working man.
2.You continue to use the old model of a car. Your friend asks why.
3.You are a fruit dealer. You want to dispose the goods on the eve of a holiday
weekend.
Warm up. What is a retailing?
Text III. The Retailing Sector
Read and translate the text
The retailing sector is a busy and vital link in our distribution system. Retailers buy goods from manufacturers and wholesalers and resell them to consumers" to satisfy their needs and wants. Buying, selling, storing, transportation - are among the major functions performed by retail enterprises. Among the retail categories are boutiques, leased departments, furniture warehouses.
A number of store types are available in food marketing. Among them are convenience stores, supermarkets, consumer cooperatives.
The traditional Department Stores are large retail institutions organized by departments. Three major categories of goods are present: 1) apparel for the entire
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family; 2) appliances, home furnishings and furniture; 3) household goods. Many additional lines are offered: jewelry, cosmetics, sporting goods and toys are some examples. The Department Store has some advantages. Because of its size and financial strength it can purchase goods in large quantities, at low prices. Usually there is no shortage of goods at the Department Store. It's able to hire specialists in buying, store design, real estate, sales promotion, leasing and other areas. On the other hand the costs of operating such a giant enterprise are considerable. Large numbers of employees are needed to conduct business. So we can't say that Department Stores dominate most of the retailing sector.
Many large retailers operate from out of town locations with parking facilities, known as hypermarkets. They may be on a retail park, where there are a number of large stores.
Unit3
Active Words and Word Combinations: retailer (n), wholesaler (n), needs (n), wants (n), perform (v), shopper (n), to be available, apparel (n), advantage (n), purchase (v), real estate, shortage (n), hire (v), retail park, hypermarkets (n).
Ex.1. Arrange synonyms in pairs:
to hire, to be available, needs, to perform, shopper, apparel, to purchase, shortage, to apply for smth, to be present, requirements, to conduct, clothes, buyer, to buy, scarcity.
Ex.2. Arrange antonyms in pairs:
shortage, to be available, retailer, advantage, to hire, surplus, to be absent, disadvantage, wholesaler, to fire.
Ex.3. Fill in the gaps using your active vocabulary:
1.You can invest your money into ....
2.He decided not to build the house because of the labour ....
3.You can't talk to him now. He is not....
4.There are two kinds of trade:... and ....
5.There are certain ... in small business.
6.It's very difficult... business.
Ex.4. Translate into Russian:
1.There is a shortage of gas, use this electric cooker.
2.Don't you think she is suffering from a food shortage? Stupid! - she's gone
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on a diet!
3.I'm sorry the book is not available in our department.
4.He hired a hundred people to plant the fields.
5.Men usually like women to change apparel.
6.He runs a furniture warehouse.
7.He didn't like women to wear too much cosmetics.
Ex.5. Translate into English:
1.Многие товары недоступны людям в этой стране.
2.Его хозяин сделал состояние, вкладывая деньги в недвижимость.
3.Мне кажется, мы проводим полжизни в универмагах.
4.Катастрофа произошла из-за нехватки горючего.
5.Спортивные товары фирмы "Адидас" пользуются большим спросом.
6.Здесь вы сможете купить одежду для всей семьи.
7.Он сдавал внаём дешёвые квартиры.
Ex.6.Discuss problems mentioned in the text in the form of a dialogue. Use your active vocabulary:
1.The Director of the Department Store has just come back from Bahamas, you've had a difficult time during his absence.
2.Your parents say they used to be better at your age than you and your
friends.
3.You are going to operate a huge store. From what to begin?
REVISION ( Units 1-3 )
Paraphrase the following sentences using the words and word combinations from units 1-3.
1.I've had enough of these mice runing all over the flat.
2.Why not start your own business?
3.The producer of this ice-cream is famous all over the country.
4.Didn't they drop the price for this car?
5.The President of the Company was present at the Dinner.
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