No sacrifice of quality is involved; indeed, pre-packed foods are often fresher and of more even standard than similar goods unprocessed.

Every district has its quota shops, large and small, stores, supermarkets and shopping centers within easy reach. Even country villages are catered for in ways that would have been impossible a generation ago. Try all the facilities in your area. You will find clean, bright, airy premises, well-arranged goods and friendly assistants ready to advise and help you in your choice. It is your custom they want! If you have the time, 'shop around' for special offers and bargain buys. Everyone makes a bad buy occasionally, but never make the same mistake twice. When you have reason to be dissatisfied, register a complaint and return unsatisfactory goods.

You should know certain specific facts about the products.

How is the product made? Customers should be told whether the merchandise is hand made or machine made. The salesperson should be able to give the customer some information on how the product is manufactured. This information assists the customer in judjing the quality of the goods.

What is the quality of the workmanship? Merchandise with high quality workmanship is usually more expensive because more time and care is needed to manufacture it.

What are the special features of the merchandise? Is the item washable? Is it specially treated to resist wrinkling? Is the product guaranteed? Is it unbreakable? The salesperson should be able to point out these attractions to the shopper.

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 uses of goods and be able to convey this information to the client.

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.

Manufacturers go to considerable expense to provide product information to retailers through booklets or films. Many manufacturers carry on national advertising programs through magazines, television, radio, Internet and other sourses which can

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assist the salesperson in selling his product.

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.

Government grades and standards such as Hazard Analysis and Critical Control Points exist to protect the health of consumers and to help them avoid inferior merchandise. These grades and standards apply mainly to foods, drugs, cosmetics, wool and fur goods. They are an exellent indication of quality and can assist the salesperson in pointing out the value of his merchandise to customers.

Labels.

Labels may take the form of a wrapper, band, tag, stamp, ticket, or printing on the article itself. Labels can provide salespeople with exellent selling points about a product including how it is used, how it is made and how it should be cared for. For this reason, salespeople and shoppers should read all labels carefully.

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?

The goods must not be broken or damaged and must work properly. This is known as 'merchantable quality'. A sheet, say, which had a tear in it, or a clock that didn't go when you wound it would not pass the test.

The goods must be described — whether on the pack or by the salesman. A hairdrier which the box says is blue should not turn out to be pink; a pair of shoes the salesman says is leather should not be plastic.

The goods should be fit for their purpose. This means the purpose for which most people buy those particular goods. If you wanted something for a special purpose, you must have said exactly for what. If, for instance, the shop assures you that a certain glue will mend broken china, and it doesn't you have a right to return it.

If the shop sells you faulty goods, it has broken its side of the bargain. The buyer has become much more exacting and generally desires commodities of the highest standard. The rapid rate of growth in the number of purchases and buyers, the

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growing proportion of consumer goods in total sales, the overall increase and the wider range in the consumption of many food products, all call for the continuous improvement of trade services (incluiding e-commerse), in order that the new requirements of the buyer should be met with foresight, and that the customers should be given the best service.

There are four golden rules:

Examine the goods you buy at once. If they are faulty, tell the seller quickly. Keep any receipts you are given. If you have to return something, the receipt

will help to prove where and when you bought it.

Don't be afraid to complain. You are not asking a favour to have faulty goods put right. The law is on your side.

Be persistent (but not aggressive). If your complaint is justified, it is somebody's responsibility to put things right.

Text 5. BRITISH MEALS AND MEALTIMES

The usual British meals are breakfast, lunch, tea and dinner; or in simpler homes - breakfast, dinner, tea and supper.

What is English breakfast in general?

It is generally a bigger meal than you have on the Continent, though some English people like a "continental" breakfast of rolls and butter and coffee.

But the usual English breakfast is porridge or "Com Flakes" with milk or cream and sugar, bacon and eggs, marmalade (made of oranges) with buttered toast, and tea or coffee. For a change you can have a boiled egg, cold ham, or perhaps fish.

At 11 a.m. a lot of people stop working and have a cup of tea or coffee. This mid-morning snack is called elevenses. Office workers usually have their elevenses right in the office room.

When do the Englishmen have lunch?

They generally have lunch about one o'clock. The businessman in London usually finds it impossible to come home for lunch, and so he goes to a cafe or a restaurant where he has cold meat, potatoes, salad and pickles, with a pudding or fruit to follow. Sometimes he has a lamb chop, or steak and chips, followed by biscuits and cheese, and some people like to drink up a glass of light beer (ale) with lunch.

Afternoon tea can hardly be called a meal, but it is a sociable occasion, when friends often come in then for a chat while they have their cup of tea, cake or biscuit.

What is high tea?

Some people in England, in Lancashire in particular, like high tea. They have it between five and six o'clock, and they have ham or tongue and tomatoes and salad, or a kipper, or tinned salmon, or sausages, with good strong tea and plenty of bread and

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butter. After that they have stewed fruit, or a tin of pears, apricots or pineapple, with cream or custard, and pastries or a good cake.

Text 6. CULINARY TERMINOLOGY

French cuisine has always had great influence on that of other nations. Not surprisingly its terminology has come into world circulation and is used in English. Some terms are familiar to you for they are used in Russia too.

The French divide their cuisine into three parts:

a)“cuisine regionale” – means that the dish has peculiarities of the certain region it comes from;

b)“cuisine bourgeoise” - common cuisine:

c)“haute cuisine” - refined cuisine of aristicrats.

Some French dishes are named after famous people or places they come from and therefore need no translation. Sauce Bechamel is named after the author of the sauce; sauce Soubise – after a French general, etc.

To describe an exellent cook they have a special title – “Cord Bleu”. A person who eats too much is called gourmand. A person who regards the quality of his food before its quantity is called a gourmet.

Pate (or terrine) – the basic formula is always a mixture of minced meat in which lean meats such as veal, liver, poultry or game are blended with fat meat, usually in the form of belty pork, bacon and strips of back pork fat. The amount of seasoning, garlic, herbs, wine and spiced they add is a matter of chef’s taste.

Nowadays the terms pate and terrine are both applied to a mixture of meat baked in an oven-proof dish.

Bouquet garni.

When cooking French cooks very often put some herbs tied together – bouquet garni – into the pot. They remove it before serving.

Restaurant.

In France, during the 16th century, a popular soup was called restaurant because it was supposed to have restorative properties. A chef who served this particular soup above the door of this eating house and gradually the word acquired its present condition.

Bistro.

Bistro, the French snack-bar, is evidently pf Russian origin. It dates back to 1815 just after the Patriotic War of 1812 when Paris was full of Russian officers,

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diplomats and officials. Their dining motto was “ Быстро!”, and it gave a new trend in

French gastronomy.

Text 7. FRUIT

Fruit and berries make not only a good dessert but an accompaniment course too. French and Russian fruit is used for making tarts, jellies, kisells, ice-cream, etc. It is the main source of vitamins, acids and natural sugars. Much of vitamin C is contained in black currant, nuts, lemons, oranges and rose hip.

Pears, apples and oranges contain vitamins of the group B. Easily digested sugars (glucose and fructose) are found in grapes, cherries, plumps, apricots, peaches, etc. Black currant and red currant are not only excellent fruit for tarts and puddings but can also be used for jams, jellies, and being rich in C are important from the health view-point. They have been eaten in Britain for a long time and their medical properties for sore throats and winter colds are well known. Strawberries are very popular in Russia and Britain. Eaten by themselves or with cream they make a delicious finish to a meal. There are many different varieties grown in many countries. Dried, tinned and pickled fruit is also popular in Russia.

Regions which have a Mediterranian climate are mostly producers of grapes and citrus fruits: oranges, tangerins, lemons etc. Some fruit like banana grow in countries with tropical climate.

Very often the fruits are served with cheese.

Cheese is a food for all occasions. It could also be said that there is a cheese for all occasions. In mythology we are told that cheese was invented in Greece.

It is difficult to say just how many cheeses there are. They say that in France there are 1600 kinds of cheese. Not only have countries got their own, but also villages.

Cheese can be made from cow, goat or ewe’s milk, or a mixture of all three.

Cheese can be soft and hard with different additives.

But fruit and cheese are very popular in many countries. It is a classical dessert in France and Italy. Cheeses from these countries are exported all over the world.

The famous “fondu” from Switzeland is impossible to cook without a good cheese. While cooking it the guests have fun, smiling and telling funny jokes.

Text 8. COOKING MEALS

Before having our meal we must cook our food. There are different ways of preparing it. We boil eggs, meat, fish, milk, water, etc. We say that the meat is underdone or overdone when it is too little or too much roasted (boiled). People fry eggs, fish, vegetables. We stew fish, meat, vegetables, fruit and stuff fish and poultry.

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We cook soup, rice, fruit and vegetables. We dress meat salad. We make breakfast, dinner,tea,coffee,cakes, etc. People bake bread. People put salt, sugar, pepper, mustard, spices into their food to make it salted, sweet, sour. Food may be fresh, or unfit for eating. Food may taste good or bad , it may be also tasteless.

The process of chewing and swallowing food is called eating. Everything that can be eaten is called edible (or eatable). We eat various food-stuffs: bread, fruit, vegetables, meat, fish, etc. We usually have three meals a day: breakfast, dinner, supper.

Before having a meal we have to lay the table. We spread the table-cloth and put on napkins. If it is breakfast, we have to take cups, glasses, saucers, tea-spoons, forks and knives, bread cut into slices on the bread-plate. We put some butter, salt, sugar, etc. on the table.

If it is dinner we have to put soup-plates and dinner-plates before each of the diners. The knife and the spoon are on the right-hand side and the fork on the left. The pepper-box, the salt-cellar, the mustard-pot are in the middle of the table.

For English breakfast they may offer a guest boiled eggs, bread and butter, bacon and eggs, tea with milk.

For dinner they may serve you with fish and chips, Yorkshire pudding. For supper you may be offered roast beef and apple pie.

For Russian breakfast they may offer you porridge, bread and butter, cheese, jam, tea.

For dinner they may serve you with borsch, steak, chiken with mashed potato. For supper you may be offered roast beef and coffee.

If you are in the English pub they can serve you hot sausages, pork pie, sandwiches or a ploughman”s lunch, consisting of bread, cheese and pickles.

Each cuisine is famous for its delicious things. And people from different countries contributed a lot to the world cuisine culture.

Text 9. INTERNATIONAL CUISINE. GEORGIA

The Georgian restaurant U Nikitskikh Vorot is well prepared for mass catering, and this was not the first time I‘ve observed it feeding large numbers of people.

Georgian food is generally tasty and almost universally satisfying. The more people you have, the more scope you have to pick at different dishes, and the format particularly suits group feeding. U Nikitskikh Vorot does all the favorites well.

Sturgeon Satsivi, Russia’s favorite fish in a walnut sauce, is delicious and definitely something to try.

Egg plant with funny paste, is likewise recommended and has a slightly acerbic edge to it. This dish goes very well with Khachapuri, Georgia’s well-loved stuffed

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bread; it is also, let’s face it, the main reason that most of us go to a Georgian restaurant.

One of the highlights of this very long and leisurely lunch was an enormous plate of prawns, intended as a starter and comfortably shared by three hungry people – just as well, seeing it cost 300 rubles. Tangy and flavorsome, these were a good quality product well prepared.

Dolma is another Georgian classic well suited for sharing. One of many possible stuffings, generally selected at the restaurant’s discretion and in this case meat, is wrapped in vine leaves and steamed. Six for 200 rubles is not a bad rate and is a recommended component of any Georgian meal.

Heavier dishes included a fried, delicately flavored and textered brown trout, and a substantial lamb and potato stew. The latter might be a bit fatty for many peoples tastes, and would probably be most appreciated on a cold winter’s day. But it was also warmly appreciated by the greedy on a summer’s afternoon.

This would be a good juncture to note that this restaurant is not laid out for sun gods. You are ushered downstairs into a windowless basement with bear skins hanging on the stone wall. Given the quality of the food, this is a price worth paying.

There are, after all, many other places in Moscow where one can soak up the sun’s rays at street-side tables. Vast quantities of good food at a reasonable price are appreciated at any time of a year, and the above mentioned bill could easily have been shared with a fourth mouth.

Bring your friends along and share the generous portions.

Text 10. MOROCCAN DELIGHT

Despite the wide variety of restaurants operating in the city, there are few unique places that offer something extra besides happy hour and European cuisine.

And even the places that boast originally and all things exotic can’t guarantee authenticity. So where can one go for culinary discoveries?

Being relatively unknown in Russia, Moroccan cuisine has already conquered Europe, America, Africa, and, naturally, Middle East. The secret to such worldwide success is quite simple. Moroccan quisine is practically homemade, and even cooked in a restaurant it conveys the feeling that it was prepared just for you and with extra care.

Another upside to trying Moroccan food is the assuarence that your meal is going to be as healthy as possible, since most recipes include vegetable products and indergo a certain kind of preparation.

Maroccana is the only restaurant in Moscow that serves authentic Moroccan

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food cooked by Abdekaziz El Janati, an established chef born in Fez, the culinary capital of Morocco. He works with a team of experts that cater to the two outlets of Maroccana restaurant – one on Sheremetievskaya street, the other located in Taganca district.

The restaurants offer a range of grilled meat courses cooked on a mangal placed in the centre of the main hall. This food preparation becomes an entertainment for the patrons. Another peculiarity of these restaurants is the dessert menu that features caramelized tropical food flambé.

.You will need more than one visit to try all the specialties of Moroccan cuisine. A festive recipe is tajin – a large dish of stewed meat and vegetables lavishly seasoned with spices. And if you are not afraid of original combinations of flavor I recommend bstella – a sour and sweet pie made with thin pastry, chicken or seafood, served with fresh oranges and sprinkled with sugar powder.

You are also guaranteed to get two complimentary slices of watermelon to wash down your dinner with something fresh and sweet.

Text 11. ADVERTISING AND THE CONSUMER

Advertising is the attempt to persuade a customer to buy a product or to substitute one product for another. There are many types: newspapers, Internet, posters, billboards, window dressing, catalogues, television and radio.

Internet has become of increasing importance in advertising. You may order and buy goods from such e-trade companies as Wallmart, Costco, Amazon. Our ears and eyes are assaited by arguments for competing brands of clothes, cigarets and soaps, cars and refrigerators, and etc. Hundreds of firms, agents, and artists devote themselves to advertising. Businesses employing advertising services are among the largest and most powerful to the countries.

The consumer is often deceived by false statements or by false and axaggerated suggestions in advertising. The consumer is misled sometimes into believing that a high price always insures quality, but this idea is not true in many cases.

Frequently either the real value or the poor quality of an article is hidden by a large or fancy package. In some cases the package costs more than the contents.

Price claims are sometimes made which lead the consumer to believe that he is getting a bargain. A sale is advertised with markdown prices, and in some cases the prices are higher than before the sale.

Money is often wasted on competitive advertisements which merely take customers away from one firm and lead them to another.

Advertising may often appeal to our baser but more powerful emotions, like fear, shame, vanity, ostentation, snobbery or prejudice. You are familiar with

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advertising slogans such as; “ How attractive are YOU on the BEACH?”, “Extra SkinVitamin to a Famous Powder Base”, “ Avoid That Future Shadow”, “He Bought a Stiff Collar and Got the Job”, “Your Best Friends Won’t Tell You” and others. In this way consumers may be misled.

Worse still, some businesses like those producing harmful commodities may through unscrupulous advertising exploit the unwary public.

The advertising companies should also consider the twin questions of why people buy and how they buy. The reasons that compel people to purchase the merchandise they do are reffered to as buying motives, while the forces that lead them to buy ib one store than another are known as patronage motives. The patterns that people follow in making their purchases are known as buying habits.

The advertisers must take all these facts into their considerations.

Text 12. SALES IN RECESSIONS

Sales figures are often used as evidence of the general health of the economy. In a recession, any rise in high street sales is quoted by government ministers as evidence of the increase in consumer confidence that is the first step on the road back to economic growth.

In free market terms, sales figures reflect the state of the local market forces at any one place and at any one time. They show the amount of the product that the public wants to buy at the current price.

To a large extent, this is true. At times of falling sales, high street shops are forced to reduce prices without out-of-season sales, specialoffers and even closingdown sales. Newspapers are full of advertisements for special offers on consumer durables, cars or computers and video recorders.

The reason for these goods being the ones that are most frequently discounted in times of recession is that they are the most expensive in terms of their opportunity cost. Their relative value to buyers compared to the value of alternative goods and services on which they may want to spend that same amount of money.

Even more important is the consumer’s fear of his or her personal future. In recession come job losses, with job losses comes an increased reluctance to spend. It is expensive luxuries such as computers that are the first items to be cut from household budgets. People feel the need to save against the possible future loss of income. In recessions a greater proportion of the public’s income is saved than in times of economic growth.

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CATERING AND RETAILING VOCABULARY

A

A la carte - порционное блюдо almond - миндаль

anchovy - анчоус

angel food – род бисквита appetizer - закуска

apple charlotte – яблочная запеканка arrange - раскладывать

aspic – заливное (блюдо)

assorted roast meats – жаркое ассорти

accounting for foreign trade – статистическая отчётность по внешней торговле (стандартные бланки или анкеты, заполняемые внешнеторговыми предприятиями по данным первичного учёта экспортно-импортных операций). accuracy of purchasing power parity – достоверность паритета покупательной способности

admission temporaire – временный доступ к импорту ( временное разрешение на беспошлинный ввоз из-за границы товаров, выдаваемое обычно с целью переработки и последующего их вывоза из страны).

assets – активы ( собственность в виде недвижимого и движимого имущества, производственного и бытового назначения, а также земли, лесных угодий, запасов полезных ископаемых, находящихся в хозяйственном пользовании). advertising – реклама

image advertising – престижная реклама advertising effect – воздействие рекламы

B

baked - печеный

baking tray - противень bass - окунь

batter – жидкое тесто beat – отбивать, взбивать beef tea – говяжий бульон

bar stocking – пополнение запасов бара bill of fare - меню

bonding – сплочённость (о коллективе)

balance of payment – платёжный баланс ( инструмент обобщения отчётных

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данных, характеризующих результаты коммерческой деятельности предприятия за определённый период).

balance of current transactions with the rest of the world – баланс текущих экономических операций с зарубежными странами (компонент, отражающий межстрановое движение доходов, создаваемых или используемых в процессе экспортно-импортных операций).

balance of payment manual – руководство по составлению платежного баланса (руководство МВФ ( International Monetary Fund) по составлению платёжного баланса на основе единых методологических концепций и классификационных схем странам, являющимся его членами).

bill of lading – транспортная накладная, коносамент ( документ, удостоверяющий, что проданный товар направлен его покупателю). business cycle – цикл деловой активности ( конъюнктура рынка как барометр

состояния хозяйства – определяется расширением или сужением сферы деловой активности).

C

car-hopper – официант придорожного кафе, обслуживающий клиентов прямо в их машине

casual restaurant – ресторан с непринуждённой обстановкой

cater to smbd – был ориентированным на вкусы определённой клиентуры catering event order – заказ на обслуживание мероприятия

combination dinner – комплексный обед consumerism – защита прав потребителя cuisine – кухня («пища»)

customer mix – состав клиентуры сooperation – cотрудничество

mutually advantageous cooperation – взаимовыгодное сотрудничество all-round cooperation – всестороннее сотрудничество

multilateral cooperation – многостороннее сотрудничество

сooperation in the field of licencies and know-how , engineering, consultative services, leasing transactions (cотрудничество на базе реализации лицензий и «ноу-хау», инжиниринговых, консультационных услуг, лизинговых операций).

buy-back cooperation – coтрудничество на компенсационной основе diversify forms and methods of cooperation – разнообразить формы и методы сотрудничества

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D

dishwasher – мойщик посуды

deep fried item – жаренное во фритюре блюдо discriminatory service – обслуживание по «чинам» du four item – дежурное блюдо

demand - спрос

fluctuating demand - колеблющийся спрос unsatisfied demand – неудовлетворенный спрос negative demand – отрицательный спрос demand for productsспрос на товары

demand for services - спрос на услуги lack of demand – отсутствие спроса analyse demand – анализ спроса study demand – изучать спрос increase demand – повышать спрос surplus demand – превышать спрос create demand – создавать спрос

stimulate demand – стимулировать спрос

E

eat out - отправляться в ресторан eatery - закусочная

esteem needs – потребность в признании expertise – компетентность

executive chef – шеф-повар

export duties – экспортные пошлины

external debts – внешняя задолженность (различают долгосрочную, краткосрочную задолженность, государственную задолженность).

external debt rescheduling – пересмотр сроков платежей страны-должника кредиторам.

external trade systems of recording – система учёта внешнеторговых операций (это статистическое наблюдение за движением товарных потоков через государственную границу).

F

food - пища

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food and beverage director – заведующий пищеблоком food-handling practice – процедура раздачи пищи

French service – обслуживание с использованием сервировочного столика full-service restaurant – полносерийный ресторан; ресторан высшего класса

fair market value – cправедливая рыночная стоимость ( стоимость, которую приобрёл бы импортируемый товар в случае его реализации на собственном внутреннем рынке.

flat money – неразменные, необеспеченные деньги ( банкноты, которые не могут быть свободно разменены на золото или серебро).

financial risk – финансовый риск (риск, принимаемый на себя зкспортёром на случай, если его зарубежный контрагент откажется по каким-либо причинам от уплаты закупленного товара).

G

gratitudes - благодарность

grapevine communication – общение в неофициальной обстановке gathering place – излюбленное место для общения

graveyard shift – ночная смена

gross domestic product – валовой внутренний продукт gross national product – валовой национальный продукт gross external debt – валовая внешняя задолженность

gross output of distributive trades – валовая продукция торговли ( разница между выручкой от продажи товаров и затратами, связанными с их приобретением у производителя и траспортировкой).

H

home delivery – доставка на дом

hospitality industry – индустрия гостеприимства (сфера гостиничного, ресторанного и туристского обслуживания

hightly-seasoned – острый (о блюде) holidaymaker – отдыхающий

harmonized commodity description and coding system – гармонизированная система описания и кодирования товаров ( международный классификатор товаров, предназначенный для использования странами при разаработке таможенного тарифа и ведения статистического учёта внешнеторговых операций).

hot money – “горячие” деньги ( краткосрочные перемещения капиталов,

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вызванные спекулятивными операциями).

hedging – хеджирование (практика заключения срочных сделок на продажу товаров во избежание колебания цен).

hidden tax – скрытый налог (налог, непосредственно не выплачиваемый потребителем, но включенный в установленную для него цену (зачастую без ведома потребителя).

I

incentive free – поощрительное вознаграждение in-room dining – обслуживание в номере (обедами) intangibility – принцип неосязаемости сферы услуг

intelligence team – группа, занимающаяся разведкой рынка inventory – запас (сырья)

import duties – импортные пошлины income explosion – вспышка роста доходов accumulated income – накопленный доход

unearned income – непроизводственный доход retained income – нераспределённый доход сapital surplus – эмиссионный доход

sales revenue – доход от распродаж

earning power – cпособность приносить доход unearned revenue – доход, полученный авнсом insurance – cтрахование

voluntary insurance – добровольное страхование marine insurance – морское страхование

cover note – временное страхование

full ( partial) value insurance – страхование в полную ( неполную) стоимость general loss insurance – страхование от общих потерь

insurance against natural hazards – cтрахование от стихийных бедствий сancel insurance – аннулировать страхование

cover insurance – заключать страхование

liability of the insurant - ответственность страхователя

K

kitchenette – кухонька в гостиничном номере kitchen goods – кухонная утварь

knock-off – подделка, фальшивка (незаконная копия товаров, имеющих зарегистрированную торговую марку, защищённых авторским правом или

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несущих широко узнаваемый фирменный знак).

know-how – «ноу-хау» (технические знания, производственный опыт, секреты производства, приобретённые данной фирмой в процессе ее деятельности и являющиеся её собственностью).

knowledge – знания

superficial knowledge – поверхностные знания acquire knowledge – овладевать знаниями

L

localized (food) – блюдо, приспособленное к местным вкусам low season – мертвый сезон

lunch counter – буфетная стойка

luxury restaurant – фешенебельный ресторан

less than fair value – заниженная экспортная цена (контрактная цена на экспортируемый товар, сознательно установленная в целях повышения конкурентоспособности на мировом рынке ниже внутренней цены на подобный продукт или изделие).

letter of comfort – рекомендательное письмо (заявление, сделанное банком или иной коммерческой единицей, аттестующее достоинства, финансовое положение или репутацию другой единицы).

loan – займ

loss payee – компенсация за убытки ( физическое или юридическое лицо, которому надлежит получить возмещение по предъявленному иску. Чаще всего таким лицом является банк или иное финансовое учреждение, связанное с застрахованным товаром финансовыми интересами).

M

macro environment – макросфера mise en place – «всё на своём месте»

monitor the results – отслеживать результаты dynamic market – динамично развивающийся рынок assumed market – предполагаемый рынок

target market – целевой рынок

market penetration – проникновение на рынок marketing – маркетинг

remarketing – конверсионный маркетинг demarketing – противодействующий маркетинг

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marketing intermediaries – посредники в маркетинге marketing intelligence – сведения о маркетинге

marketing mix – общая система маркетинговой деятельности implement marketing – осуществлять маркетинг

market price equivalents – эквивалент рыночной цены merchandise – движимые (видимые) товары

merchandise inventories – товарные запасы в розничной торговле ( в стоимость товарных запасов не включаются расходы, связанные с использованием складского здания, оборудования, маиериалов, которые не предназначены для прямой продажи).

money – денежная масса

m1 – банкноты, монеты, дорожные чеки, вклады до востребования

m2 – наличные деньги, депозиты до востребования, вклады в коммерческих банках

m3 – денежный оборот, при оценке которого помимо М1 и М2 учитываются вклады в кредитных банках

N

new product – новый (ещё не освоенный) продукт nourishment - питание

new rich - нувориш

net operating percentage – чистая прибыль в процентах

noncommercial transactions – некоммерческие внешнеэкономические операции non market services – нерыночные услуги (услуги, издержки которых целиком или в основном возмещаются из государственного бюджета).

O

on-campus food – студенческое питание

on-site orientation – инструктаж на рабочем месте operating expenses – эксплуатационные расходы ordinary - харчевня

organization image – имидж фирмы overcharge – «обсчитывать» клиента

marketing-oriented organization – организация с рыночной ориентацией customer-oriented organization – организация управления с ориентацией на покупателя

observation of international trade statistics – совокупность товаров, учитываемых

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международной статистикой внешней торговли (видимые товары, немонетарное золото, которое не выступает в качестве платежного средства, дары, безвозмездная помощь, займы, товары военного назначения, электроэнергия, газ, нефть, товары, купленные на выставках, ярмарках, ценные бумаги, банкноты, монеты, не находящиеся в обращении, товары, вывезенные и завезённые для переработки).

P

pastime –досуг

patron – постоянный клиент

platter – большая тарелка для вторых блюд positioning – «подача» продукта

premium product – высококачественный продукт prospective client – будущий клиент

poll – опрос

public-opinion poll – опрос общественного мнения customer poll – опрос покупателей

questionnaire poll – опрос с помощью анкеты effective plan – эффективный план

communications plan – план организации контактов (с покупателями) long-term planning – долгосрочное планирование

overall planning – общее плантрование

forward planning – перспективное планирование product distribution – продвижение товара promotion efforts – меры содействия продажам competitive product – конкурентоспособный товар product life cycle – жизненный цикл товара product cost – себестоимость товара

durable product – товар длительного пользования сonvenience product – товар для личного пользования

R

rate high (low) - иметь высокий (низкий) рейтинг recession – экономический спад

reliable data – достоверная информация renovation – переоборудование reprimand - выговор

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restauranteur - ресторатор

relationship between purchasing power parity and exchange rate – зависимость официального валютного курса от паритета покупательной способности валют repairs abroad of capital goods – ремонт за границей инвестиционных товаров resident entity – хозяйственная единица внутренней экономики

residents of an economy – резиденты национального хозяйства

results of external transaction in statistics of gross national product – результаты внешнеэкономических операций, учитываемых статистикой валового национального продукта

Q

quantity international comparison of gross domestic product – международные количественные сопоставления валового внутреннего продукта

quality – качество

poor quality – плохое качество good quality - высокосортность

queasy client – привередливый, разборчивый клиент querulous client – недовольный, брюзжащий клиент quotation – котировка, курс

S

salad bar – салат-бар, закусочная save ahead – копить впрок

service bar – вспомогательный бар service culture – культура обслуживания side table – приставной столик sommelier – официант, подающий вина specialty – фирменное блюдо

standard component of dalance of payment – стандартные компоненты платёжного баланса

subject of international trade statistics – международная торговля как объект статистического учёта

narrow specialization – узкая специализация inexperienced specialist – неопытный специалист turn out specialists – выпускать специалистов

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T

tabletop accessories – столовые принадлежности takeout meals – обед на дом

tip - чаевые

tension – напряженное состояние

total quality management – полное управление качеством barter trade - бартерная торговля

commodity structure of modern trade – структура современной торговли step-by-step restructuring of foreign trade – перестройка структуры внешней торговли

advantageous trade – выгодная торговля bilateral trade – двусторонняя торговля wholesale trade – оптовая торговля

preferential trade – преференциальная торговля trade turnover – торговый оборот

active balance of trade – активное сальдо торгового баланса deficit of trade balance – дефицит торгового баланса

U

update - модернизировать

up-scale restaurant – ресторан высшего класса user – потребитель, клиент

unilateral transfers – односторонние трансферты

unit of account in balance of payment statistics – расчётная денежная единица в статистике платёжного баланса

V

vacancy rate – процент пустующих столиков vendor - поставщик

vending machine – торговый автомат

voucher – талон на питание, обслуживание и т.д.

valuation of commodities in external trade – cтоимостная оценка товаров внешней торговли

valuation of economic links with foreign countries – стоимостная оценка результатов внешнеэкономических связей в балансе народного хозяйства

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W

wayside inn – придорожная закусочная walk-in freezer – огромный холодильник winning formula – формула успеха

working lunch – деловой обед (с важным клиентом)

wholesale price index – индекс оптовых цен ( относительный показатель, рекомендуемый МВФ для выявления изменения уровня цен на первой важнейшей стадии коммерческих операций – оптовой торговле).

world comparison of real product – сравнение реального конечного продукта стран мира

X

Сhristmas meal – рождественская еда

Y

yield – производить, приносить доход

yielding client – устойчивый , покладистый посетитель yield to the advice – последовать совету

to yield oneself prisoner – отказаться от чего-либо

Z

zeal cook – усердный повар zealot shopper – шопоголик zest – пикантность, интерес

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Библиографический список

1.Леонов В. В. Методическое пособие по английскому языку для студентов I - III курсов / В. В. Леонов, Волгоград : Учитель, 1997 г.

2.Михайлов Н. Н. Английский язык. Гостиничный, ресторанный и туристический бизнес / Н. Н. Михайлов, М. : Академия, 2006.

3.Щербакова Н. И. Английский язык для специальной сферы общественного питания. English for cooking and catering / Н. И. Щербакова, Н. С.

Звенигородская, М. : Академия, 2009.

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Contents

Предисловие…………………………………………………………………3 Part I. Business deals………………………………………………………….4

PartII.Shopping and cooking…………..………………………………….. .19 PartIII. Types of trade……………………………………………………… 35 Part IV. Classification of restaurants in modern hospitality industry..……...39 PartV.Additional texts………………………………………………..……. 54

CATERING AND RETAILING VOCABULARY…………………………64

Библиографический список………………………………………………..75

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Учебное издание

Е.П. Ускова

ПРОФЕССИОНАЛЬНЫЙ АНГЛИЙСКИЙ – РИТЕЙЛИНГ И КЕЙТЕРИНГ

УЧЕБНОЕ ПОСОБИЕ

ДЛЯ ПРАКТИЧЕСКИХ ЗАНЯТИЙ ПО АНГЛИЙСКОМУ ЯЗЫКУ

Редактор Г.С. Одинцова

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