- •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?
Министерство образования и науки Российской Федерации Федеральное государственное бюджетное образовательное учреждение высшего профессионального образования
«Хабаровская государственная академия экономики и права» Кафедра иностранных языков
Е.П. Ускова
Профессиональный английский – ритейлинг и кейтеринг
УЧЕБНОЕ ПОСОБИЕ ДЛЯ ПРАКТИЧЕСКИХ ЗАНЯТИЙ ПО АНГЛИЙСКОМУ ЯЗЫКУ
для студентов бакалавриата 1 – 2-го курсов очной формы обучения направлений 100800 «Товароведение», 100700 «Торговое дело», 260800 «Технология продукции и организация общественного питания»
Хабаровск 2013
ББК Ш 143.24 Х 12
«Профессиональный английский – ритейлинг и кейтеринг» : учеб.пособие для практических занятий по английскому языку для студентов бакалавриата 1 – 2- го курсов очной формы обучения направлений 100800 «Товароведение», 100700 «Торговое делот»,260800 «Технология продукции и организация общественного питания» / сост. Е. П. Ускова. – Хабаровск : РИЦ ХГАЭП, 2013. – 76с.
Рецензенты: О.Б. Алексеева, канд.фил.наук, завкафедрой иностранных языков ХПИ ФСБ России; М.В.Осипова, канд.ист.наук, доцент кафедры
лингвистики и межкультурной коммуникации ТОГУ
Утверждено издательско-библиотечным советом академии в качестве учебного пособия
© Хабаровская государственная академия экономики и права, 2013
Предисловие
Учебное пособие “Профессиональный английский: - ритейлинг и кейтеринг” вводит в учебный оборот материал по двум новым специализациям – «Розничная торговля и Ресторанный бизнес».
Пособие состоит из 5 частей и представляет собой сборник лексического материала для практических занятий в аудитории, а также для самостоятельной работы студентов 1-2 курсов торгово-технологического факультета.
Цель пособия – формирование компонентов иноязычной коммуникативной компетенции (лингвистической, включающей формирование лексических, фонетических и грамматических навыков и их нормативное использование в устной речи, дискурсивной и социолингвистической компетенций, предполагающих понимание текстового характера речи и умение планировать речевое поведение, при котором происходит понимание и передача информации в связных, логичных и аргументированных высказываниях, а также осуществление разных видов речемыслительной деятельности и выбор средства в соответствии с местом, временем и сферой общения).
Первая часть пособия состоит из текстов по следующим темам: -" How to start retailing", "Changing markets", " The retailing sector", "Knowledge of Merchandise", "What is economics?", "Different types of investment".
За текстами следуют упражнения, которые направлены на усвоение новой лексики и последующее закрепление её в устной речи студентов.
Вторая часть состоит из текстов и последующих упражнений по теме "Shopping and Cooking". Предлагаются упражнения, связанные с технологией приготовления различных блюд, даются инновационные задания по работе с ментальными картами и проблемными ситуациями.
Третья часть знакомит студентов с типами торговли, теорией цены и вопросами маркетинга с позиций современной, так называемой инновационной концепции предпринимательства. Предлагаются тексты данной тематики с соответствующими упражнениями и заданиями, направленными на усвоение лексико-грамматического материала.
Четвёртая часть пособия рассматривает вопросы индустрии гостеприимства в виде информативных текстов. Тексты сопровождаются речевыми и языковыми упражнениями.
Пятая часть пособия предлагает тексты для самостоятельной и индивидуальной работы Заключает пособие тематический словарь, наличие которого значительнооблегчает работу.
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Part I. BUSINESS DEALS
Warm up. Do you know how to start retailing?
Text I. How to Start Retailing.
Read and translate the text
At some time in our lives many of us are fed up with their work and day dream about self-employment as an alternative way to earn a living and save money. People launch businesses of their own for any number of reasons. Some simply seek independence and excitement. They are willing to undertake all challenges and changes. Other people look forward to the opportunity of accumulating wealth, believing that they could never hope to become rich by investing in something else.
Still others enter retailing because they enjoy interacting with shoppers and investing in their shop. They like to make different arrangements in their own shop.
Retail consists of the sail of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk. In commerce a retailer buys goods or products in large quantities from manufacturers or importers.
Retail establishments are often called shops or stores. Shops may be on residential streets, shopping streets or in shopping mall. There are the following types of retailers:
Department stores -very large stores, offering a huge assortment of "soft and hard goods".
" Discount stores – tend to offer a wide array of products at affordable and cutrate prices. Normally, retailers sell less fashion-oriented brands.
Supermarkets – sell mostly food products. Hypermarkets provide variety and huge volumes of exclusive merchandise at low margins.
Malls have a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof.
There are disadvantages attached to starting retailing business. Owners may have to perform tasks they don't like, take work with them after closing up. Other typical limitations include initial undercapitalization, inability to secure merchandise at favourable prices, inability to afford specialized personnel, lack of managerial knowhow. More successful entrepreneurs are flexible, willing to take risks, creative and persistent. Other traits are the need for achievement, a high level of motivation, self-descipline and self-confidence.
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Unit I
Active Words and Word Combinations: to start one's own business (v), to be fed up with (v), to invest in (v), to offer smth.(v), to make arrangements (v), excitement (n), to excite (v), exciting (adj), to get rid of (v), to save money (v), to change one's mind (.).
Ex. 1. Arrange synonyms in pairs:
to put into, to be bored to death with, to invest in, excite, to organize, to be fed up with, to agitate, to make arrangements, to launch business of ones own, to start retailing business.
Ex. 2. Arrange antonyms in pairs:
exciting, to spend money, boring, to save money, to organize, to start one's own business, to destroy, to stop one's own business.
Ex.3. Fill in the gaps using your active vocabulary:
1.If you want to grow rich, you'd better ... money and start....
2.Young people go to London because they want....
3.I was ... up with John.
4.We have made all the necessary ... for the trip.
5.I'd like to ... money in this business.
Ex.4. Translate into Russian:
1.Why not consult the book "How to start Your Own Business" if you want to be a success?
2.Leave him alone, he's fed up with your moralizing.
3.Instead of saving money his wife is getting rid of it fantastically quickly.
4.I wanted to go to London but I changed my mind.
5.He advised to invest in the North Sea Corporation.
6.My friend will make all the arrangements for the party.
Ex. 5. Translate into English:
1.Я подумываю о том, чтобы начать своё дело и выгодно вложить
капитал.
2.Мне надоело копить деньги.
3.Я передумала, мы никуда не едем.
4."Ты хочешь поскорее от меня избавиться!" - закричала она.
5.Дик обещал заняться приготовлениями к встрече друзей.
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6. Я много повидала - ничто не может взволновать меня.
Ex. 6. Discuss problems mentioned in the text in the form of a dialogue. Use your active vocabulary:
1.Your friend wants to invest his money and needs your advice.
2.You are fed up with office work, you need some excitement.
3.The head manager of a huge department store asks the psychologist to recommend him the best way to relax.
Warm up. What do you know about markets in general?
Text II. Changing Markets
Read and translate the text
In the economic sense a market is a process by which buyers demanding goods and sellers supplying goods come to an agreement as to the price.
The price can be either negotiable or a fixed one. There are many types of markets, each with its own problems and its own complexities. Fur merchants have to predict the style. Makers and sellers of radio-electronics find that frequent changes and inventions make their problem quite a different one from that of the sugar broker whose product is standardized and uniform. Manufactures of shaving creams, tooth pastes, cigarettes and hundreds of the articles know that we are creatures of habit. They advertise by radio, television, in newspapers, in magazines.
By offering free samples, some advertisers try to persuade people to use a product once, hoping that the habit of using this particular brand of merchadise will be acquired.
Perishable goods must be moved quickly to prevent loss. The fruit dealer, the vegetable dealer, the fish dealer want often to dispose the goods on the eve of a holiday week end, regardless of cost. Canned goods and package goods can remain without danger of loss. Such durable consumer goods as washing machines, refrigerators, which have new models each year, go down in price if consumers postpone purchases and continue to use the old models.
There are also commodity markets. Historically, dating from ancient Sumerian use of sheep or goats people have sought ways to standardize and trade contracts in the delivery of such items, to render trade itself more smooth and predictable. Commodity money and commodity markets in an early form have originated in Sumer where small baked clay tokens in the shape of sheep or goats were used in trade. However they were also known to contain promises of time and delivery - this made them like a modern futures contract.
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