- •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?
Warm up. What kinds of merchandise do you know?
Text IV. Knowledge of Merchandise
Read and translate the text
You should know certain specific facts about your products in order to sell them effectively. Here are some of the questions you should be able to answer about your merchandise.
From what materials is the product made? If you are selling a leather thing, you should be able to tell the customer what animal the leather comes from.
How is the product made? Customers should be told whether themerchandise is hand made or machine made. Wherever possible the salesperson should be able to give the customer some information on how the product is manufactured. This information assists the customer in judging the quality of the goods.
What are the special features of the merchandise? Is the item washable? Is it specially treated to resist wrinkling? Is it unbreakable? Is the product guaranteed? The salesperson should have a knowledge of the special features or qualities of the product and must be able to point out these attractions to the customer.
How is the product used? All products serve a certain purpose, and many have more than one use. The salesperson should be familiar with the use of a product and be able to convey this information to the customer.
What care does the product require? Some products require very little special care; others must be cared for or handled in a certain manner. The salesperson must learn about his merchandise so that he can advise the customer in the care and handling of his purchase.
Over the past 50 years, the range of foods available in packets and cans has increased dramatically. Legislative bodies recognized that consumers required more information in order to make the best choices for health, which resulted in improved product labels. Food manufacturers are required to provide the following information on product labels: total weight or volume, a list of the ingredients and the additives in order of weight, the name and address of the manufacturers and the country of origin.
Manufacturers should also list caloric value per 100 g, suggested number of servings the packaged food provides and the date after which the product cannot be sold or should not be eaten. Many labels also provide a nutritional analysis of food, such as total fat, carbohydrate and protein content.
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Unit 4
Active Words and Word Combinations: to come from(v), handle (v), assist (v), resist (v), to point out(v), to serve a certain purpose(v), to be familiar with(v), must be cared for(v), to advise (v), hand made (a), effectively (ad.), product labels.
Ex.1. Arrange synonyms in pairs:
to originate, to point out, to assist, to handle, to be familiar with, must be cared for, to come from, to help, to be aware of, to treat, to indicate, must be looked after.
Ex.2. Arrange antonyms in pairs: to resist, hand made, to submit, machine made, attractions, specific facts, drawbacks, general facts.
Ex.3. Fill in the gaps using your active vocabulary:
1.Porcelain …in China.
2.This machine-tool... in a certain manner.
3.You must... this man. He is our neighbour.
4.Не is an excellent salesperson, he knows specific facts about his products in order to sell them ....
5.The advertisements in the journals ... useful information about the products.
Ex.4. Translate into Russian:
1.How does he handle his car? - In a certain manner.
2.Radio, television and other media can assist the salesperson in selling his
product.
3.I advise you to start decorating the New Year tree.
4.His boots looked worn out. It was clear he didn't know how to handle them.
5.Are you familiar with this boring person?
6.What care does the child require?
7.This masterpiece is hand made and comes from Greece.
Ex. 5. Translate into English:
1.Он происходил из состоятельной семьи.
2.Он так много заботится о собаке, что забывает о других делах.
3.Вы знакомы с основами правоведения?
4.Все изделия выполнены вручную.
5.Она сопротивлялась болезни изо всех сил и скоро выздоровела.
6.Советую Вам остаться дома и отдохнуть.
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7. Он собирался указать на недостаток этого инструмента, но передумал.
Ex.6. Discusse problems mentioned in the text in the form of a dialogue. Use your active vocabulary:
1.You are a salesperson. You tell the customer how to handle a certain
product.
2.You want to know the special features of the product you bought.
3.What will you do if your new dress doesn't resist wrinkling?
Warm up. What does economics study?
Text V. What’ s Economics?
Read and translate the text
People know that improving their standard of living is a very important factor. They are worried about inflation and unemployment. People are confronted with sensitive personal choices: whether or not to change jobs, whether or not to attend college, whether to buy stocks or bonds. They can find help in dealing with these questions in the study of economics.
Economics is the study of how people choose to use their limited resources (land, labour), how to produce, exchange, and consume goods and services.
The above definition touches on several different themes of economic science. Scarcity is the most important factor of economics. It exists because it is human nature for people to want more, than they can have.
I..Choice and scarcity go together. An individual must choose between a job and college education, savings and consumption. Businessmen must decide which
product to offer on the market, how much labour to hire. Nations must choose between more defense or more spending for social welfare.
II Specialization. The physician specializes in medicine, the lawer in law, Saudi Arabia in oil, Cuba in sugar. It creates wealth.
III. Exchange. Without exchange Japan would have cars and electronic products but little food and raw materials, Russia would have raw materials but little electronics. It's all around us. We exchange our labour services for money, (salary) and then exchange it for goods.
IV. Individuals in our economy are involved in masses of voluntary trades. They trade their labour services (time and skills) to their employer for money. They then trade this money with a multitude of merchants for goods (like petrol and
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groceries) and services (like plumbing and hair styling). Why is it that people engage in this complex set of economic relations with others? The answer is that people are better off as a result of trading just as individuals within a country find advantageous to trade with one another, so too the countries find trade advantageous.
Units 5
Active Words and Word Combinations: important (a), salary (n), sensitive (a), touch on(v), to be worried about(v), to be confronted with(v), individual (n), choose (v), specialize (v), voluntary trades, engage (v).
Ex. 1 Arrange synonyms in pairs:
salary, to touch on, sensitive, to be confronted with, individual (n), to choose, to specialize, to be worried about wages, important, to deal with, to get in touch, to select, to practise, to be concerned with, person .
Ex.2. Arrange antonyms in pairs:
unimportant, sensitive, significant, gentle, rough, insensible.
Ex.3. Fill in the gaps using your active vocabulary:
1.Her skin is so ... that she can't tan at all.
2.What does ... mean?
3.They ... in economics.
4.You must choose between buying at... or... price.
5.He was ... with difficulties in bis life.
6.Your ... doesn't seem to be reasonable.
Ex.4. Translate into Russian:
1.This task is so significant that only a specialist can handle it.
2.She is very sensitive, somebody must protect her from these letters.
3.He is so hard-working; don't you think it's time to double his salary.
4.You have missed too many classes, and they are veiy important for you.
5.She is worried about her daughter: she has no willpower at all.
6.He specializes in advertising and market analyses.
Ex. 5. Translate into English:
1.Я работаю уже 10 лет, а моя зарплата ниже, чем у начинающего.
2.Ей не надо смотреть этот фильм, она слишком чувствительна.
3.Этот договор - важный шаг вперёд в экономическом сотрудничестве
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