Vocabulary notes

show the table провести до столика

special dish «коронна» страва ресторану

chief шеф-кухар

self-service самообслуговування

assisted-service обслуговування клієнта за столиком

deposit (v) (syn. to place) покласти

current trend сучасні напрями

bill рахунок

change(n) здача

tip(v) давати на чай

appreciation вдячність

amenities зручності

When you arrive in the restaurant, you are shown the table, set and handed the menu which is a list of dishes where peculiarities of the dish, its weight and price are noted; but at most luxury restaurants weight and price are not written, besides, the names of dishes are given in French.

Because the menu is the most important part as well as the most profitable one, much attention should be paid to the dish selection, and the cookery level

Every first class restaurant has a number of traditional dishes called specialties (specials). The restaurants chiefs are proud of having preserved the old recipes and the ancient ways of cooking. They offer their visitors special dishes cooked according to the tradition and, of course, they make out their own new recipes.

Generally it is recognized that at functions the service method may take either assisted-service or self-one.

The different sorts of service (silver service and plate service) van' with the class of the establishment.

Silver service derives its name from the silver dish used by the waiter for bringing (he food to the guest A service fork and spoon are laid by the dish The waiter manipulates both of them with one hand, picking the food from the silver dish to deposit it on the guest's plate.

Plate silver is speedy and economical; it indicated a lower standard: the guest is served with food already placed on a plate.

It should be noted that the current trend seems to be for the starter and sweet course to be plate served, while the fish and main course are silver served; coffee may be offered by the full silver method.

The meal is over, the waiter brings you a bill made out by the cashier. He makes sure that it is correct, then takes it back to the cash-desk When the bill is cashed and receipted, the waiter brings it back to the guest with the change, if any. It is customary to tip waiters 10-15 per cent of the over all cost of the meal. Tipping (giving a small amount of money for service) is an old custom It is used to show appreciation for good service besides the provision of food and drink service most restaurant propose their customers different sorts of additional services and amenities

At the luxury restaurants the customers admit sophisticated atmosphere, live music, dancing, of course, excellent wine cellar.

At the night clubs customers can admit floor show and snack with drinks.

There are some restaurants where the reservation is advisable, in others it is necessary.

As a rule, the opening and closing hours of the food establishments are fixed.

The restaurants and bars often accept both cash and credit cards

1. Sum up what you know about: the menu

the old recipes

the service methods

the tradition of tipping

TEXT: TABLE MANNERS

Terms to remember:

scrape шкрябати ложкою по тарілці

pill up багато накладати

lean over нахилятися

palm долоня

sit alternatively сидіти поперемінно

praise дякувати

make faces робити гримасу

blabber базіка, балакун

DO NOT

1. Walk around the dining room eating.

2. Put a knife in your mouth.

3. Pack your mouth full of food.

4. Speak with your mouth full

5. Scrape your plate.

6. Pass food from your plate to your neighbor’s.

7. Put your own teaspoon into the sugar bowl.

8. Pill up your plate with food - (take a second helping іf you need it).

9. Put cakes in your meat plate.

10. Push your plate away from when you have finished.

11. Float or dip biscuits in your tea or coffee.

12. Put your elbows on the table.

13. Do not lean over, to pick something from the table when you can’t reach it. Always ask one sitting next to you to pass it to you.

14. Never make noises when eating your soup.

DRINKS

When wine is served with a meal, certain procedures have to be followed. After the host tests the wine, he asks that the glasses of the guests are filled, you wait for the first toast and then you begin to drink always after the host. It's good to smell, taste and express your appreciation for good wine.

We hold the glass with three fingers and not with palm. You drink as much as you can handle. You don't drink with your mouth full. You drink slowly and soundless.

BEGINNING OF A MEAL

At an official meal there is usually a table plan with the name of each guest written on a card. In such a case when the beginning of the meal is announced you take a seat against the card with your name on.

In cases where there is no table plan, you wait for the host to show you where to sit.

If the host tells that you can sit wherever you like, then you sit in a way that a male and a female will be sitting alternatively.

DURING A MEAL

Always praise the host for the delicious meal.

If you do not like the food served, never make faces but force yourself to eat it.

If you have to leave the table for a while always ask to be excused.

If you finish your meal before the others, do not smoke. If you do, ask for their permission.

CONVERSATION

A meal to be enjoyed and well digested has to be taken in a calm and pleasant atmosphere. Therefore, avoid irritating to others. Conversation would help to create that atmosphere.

Avoid talking continuously about yourself, your family and your personal problems.

Do not insist on matter discussed, if you are not well informed on that matter.

Do not ignore the people sitting next to you.

If there is a blabber at the table you must try and bear with him. Never try to imitate him.

ENDING OF A MEAL

The ending of a meal is signaled when the host gets up. You also get up by slightly lifting your chair. Do not drag the chair along the floor. Do not leave the house right after the meal or stay there for hours, as in both cases you would be impolite.

When leaving, you do not forget to talk again and express your congratulations to the hostess for the wonderful meal. You greet all the other guests and leave.

1. Sum up what you know about:

Serving vine

Official meal table plan

Conversation at the table

Ending of a meal

2. Make up a menu of the official meal.

3. Translate into Ukrainian:

Scrape your plate; teaspoon; sugar bowl; neighbor; dip biscuits; the host tests the wine; express your appreciation; take a seat against the card; ask for the permission; avoid irritating to others; create the atmosphere; drag the chair along the floor; be impolite.

TEXT: RECRUITMENT PROCEDURE

recruit (v) набирати (па працю)

employment agency агентство по найму

jobseeker людина, яка шукає роботу

headhunter спеціаліст, який підбирає на роботу керівників

persuade (v) переконувати

golden hello золоте привітання;

financial enticement фінансове заохочення

post посада

apply for (v) звертатися з проханням, подавати заяву

application form анкета, заява

complete the form (v) заповнити

curriculum vitae (CV,BrE) автобіографія

resume (AmE) резюме

covering letter супровідний лист

applicant подавець заяви, кандидат

Personnel departments are usually involved in finding new staff and recruiting them.

Recruitment is the process of employing new people. This process will vary from one organization to another.

When a company needs to recruit or employ new staff, it may advertise the vacancy in newspapers, or may contact an employment agency, a private company that matches jobseekers with jobs. Companies looking for senior staff may approach people working for another company, a practice known as headhunting. Headhunters are specialist consultants who search for high-level executives and try to persuade them to leave their current job in order to go to work in another company. Executives may be persuaded to move company by the promise of a golden hello: a large sum of money or some other financial enticement offered by the company they move to.

If you are a jobseeker (a person who is looking for a job) and you are interested in a particular post, you may decide to apply for the job. The first step is to get an application form and a job description from the company. The next step is to complete the form and return it with your curriculum vitae (CV, BrE) or resume (AmE), which is a summary of your work history, education and skills. You should also send a covering letter, supporting your CV. By doing this you have become an applicant. The company's Human Resources department will select the most suitable applicants and invite them to attend an interview.

1. Complete as in the text:

Recruitment is the process …

Personnel departments are usually involved in …

Headhunters are specialist consultants who search for …

If you are a jobseeker and you are interested in a particular post …

2. Answer the questions:

What do you know about: Personnel departments

Headhunters

Resume

Сovering letter

TEXT: WHAT IS A CV RESUME FOR?

look for шукати

employer роботодавець

purpose ціль

intend намірятись

persuade переконувати

possess володіти

attitude відношення( до роботи)

to seek шукати

accept приймати

relevant відповідний

margins поля (тут)

cover обкладинка

italics курсив

to emphasize підкреслити (виділити)

heading заголовок

error помилка

objection ціль, мета

If you are looking for a job, then it is very important that you understand how to offer yourself in the best way to an employer. This is done by writing a “CV” (curriculum vitae- Latin for “ life story”), called in some counties a ‘resume’.

The purpose of your CV is not to get you the job. It’s purpose is to get a job interview.

Remember: you are not writing a CV for yourself, you are writing it for the reader. So, put yourself in the shoes of the intended reader.

He or she may have to read through several hundred CVs in half an hour about a job and will only choose a few people who appear suitable for interview. The person should present himself as good as he can make it.

Your curriculum vitae must persuade that you are an ideal applicant for the job, you possess the right skills, experience, behavior, attitude, morality that the employer is seeking.

GENERAL ADVICE

There are many ways to design a CV, but there is no universally accepted format. Try to follow these principles:

• The document should contain no more than 2 pages. (Use the second page if you have a lot of relevant work experience or qualification).

• Print your CV on good quality white paper. (Size A 4). Make wide margins.

• Do not use lots of different types and size. (You are not designing a magazine cover!)

• Use bold (Bold) or italics (Italics) to emphasize important words. (For headings)

• Keep your sentences short and simple.

• Resume’ should be honest and factual.

• Check for spelling and typographical mistakes. (Whoever types your CV, errors are YOUR responsibility)

WHAT TO INCLUDE

The most common contents of a CV include such typical sections as:

• Name

• Address, telephone, e-mail

• ‘Resume’ objective

• Education

• Work experience

• Other skills

• Personal details

Name, address, telephone, e-mail

Your name, home address, phone (fax) number, e-mail address, date of birth should be at the top of your ‘resume’.

Resume’ objective

It can be good to start with an Objective statement. This is a two or three sentence overview of your skills, qualities, hopes, and plans.

It should encourage the employer to read the rest.

Education

Give places of education where you have studied in reverse chronological order .

Create two columns.

Use the left-hand column for the dates.

In the right-hand column, list the name of educational establishments on one line , the course name or the degrees.

Include additional courses (language courses), specific training programs you have taken. It should add value to your CV.

Work experience

It’s a compact summary of your career history. Start with your current or most recent job first, including the following information:

Dates: point out them from/to in years only.

Organization and location: write the name of company (in bold) and its location (city or town name).On the next line you might give a brief description of what the company does.

Job title: give a title for your job, and very important, what you actually did,(and perhaps a department name). Mention the principal tasks and responsibilities of your role.

Achievements: focus on what you actually achieved in that job. Give them in short, impressive, relevant statements. Describing your achievements use positive «action verbs» (for example: coordinated, developed, established, analyzed, organized, improved, supervised, increased, proposed, solved, evaluated, negotiated, introduced, promoted, maintained, planned, trained, etc.)

There is no need to provide salary details or reasons for leaving on your CV.

Other skills

If you have other skills or qualifications which you believe may be relevant, you can list:

ability in other languages, computing experience (typing speed), or possession of a driving license

Personal details

A section at the end of your ‘resume’ may include information about:

- Nationality;

- Marital status (data about spouses and number of children are not obligatory);

- Interests ( main hobbies and interests.

1. Translate into Ukrainian:

Skills, experience, behavior, attitude, morality, current or most recent job, responsibilities, achievements, coordinated, developed, established, analyzed, organized, improved, supervised, increased, proposed, solved, evaluated, negotiated, introduced, promoted, maintained, planned, trained, computing experience, typing speed, driving license, social or team-working skills, problem-solving, management, organization skills, your dedication, enthusiasm, creativity, success, Initiative.

2. Write your own resume.

TEXT: INTERVIEWING

An interview is an important event in the life of every job applicant. It can be the last test on the way to a new position. That's why it's very important to be well prepared for an interview.

Come in time to the appointed place for an interview. Don't forget to take all the necessary documents for your better presentation (references, characteristics, diplomas).

Don't be nervous and tense with the interviewer, be polite and listen attentively to all the questions you are asked. If you are confident in what you talking about it will make a good impression on the interviewer. Try to give full and clear answers to the questions. Be ready to discuss the details of your future work. Try to persuade the interviewer that you are the best candidate for the chosen position.

Don't talk about personal questions if they are not connected with the future work.

Don't hesitate to describe fully your responsibilities and regular duties at the previous job if you are asked. Show that you are thinking ahead in your career development.

Be ready to explain the reasons of your desire to change the work. Tell about your educational history and obtained degree. Don't forget to mention your computer skills, language fluency if it's required by the company.

At the end of the interview thank the interviewer for his/her attention. Don't demand the immediate answer about his/her decision, appoint the certain date for it.

When the person has been officially appointed (given the job), an employment contract is signed, agreeing the working conditions and salary.

If you are an interviewee you should do the following in advance:

• research the organization

• read the job description carefully

• think about the questions you may be asked, and plan your responses

• be ready to talk about your career, both past and future

• be prepared to explain why you think you are suitable for the job

Below are some questions that are frequently asked in job interviews:

• Why do you want to join this company?

• What do you think you can bring to this job?

• What changes would you implement if you got this job?

• How would you feel about relocating to another city (working in a very small team? training courses?)

• Could you tell us something about your responsibilities in your last job? (about your experience of dealing with difficult client? about your long term goals?

• What would you say are your strengths/weaknesses?

• What do you see yourself doing in 5 years?

• How do you see yourself developing personally?

1. Answer the questions:

Why is it important to be well prepared for an interview?

What shouldn’t you forget to take for your better presentation?

Will you talk about personal questions with the interviewer?

Will you mention your computer skills and language fluency?

What should interviewee do in advance?

What are the most frequently questions asked in job interviews?

TEXT: LEAVING A JOB

resign (v) іти у відставку; складати з себе обов'язки

quit one's job (v) залишати роботу; звільнятися

retire (v) іти у відcтавку (на пенсію), звільнятися

take early retirement (v) рано піти на пенсію (у відставку)

unemployed безробітний

closure закриття, завершення

dismiss (v) звільняти (з роботи)

lay off (v) припиняти роботу;

амер. звільняти робітників

make redundant (v) звільняти (з роботи)

redundancy payment допомога при звільненні з роботи

(наприклад при скороченні штатів)

fire (v) амер. звільняти з роботи

sack (v) звільняти (з роботи)

There are various ways to leave a job. Some people leave a job voluntary and some involuntary. A person resigns, or quits his job, when he leaves it voluntary. At the age of 60 many employees retire, though the retirement age varies from one country to another. Some employees leave at an earlier age; this is known as taking early retirement.

Labour market is very flexible. Companies can react quickly to economic problems. Company reorganization, relocation or closure often results in job losses. When people lose their jobs, they are dismissed, laid off or made redundant. These job losses are known as redundancies, dismissals or lay-offs. An employee who is made redundant or laid off has a right to receive compensation in the form of a redundancy payment. This is an amount of money paid out to compensate the employee for the job loss; it is calculated according to the age, length of service and the salary earned by the employee. When people are made to leave the organization we say that they are fired or sacked. For them, finding a new job may be difficult and as a result they become unemployed.

1. Answer the questions:

What ways of leaving a job do you know?

When do many people retire?

What can result job losses?

Who has the right to receive compensation?

How the compensation has to be calculated?

2. Complete as in the text:

A person resigns, or quits his job, when he …

Retirement age varies…

Leave at an earlier age is known as…

When people lose their jobs…

When people are made to leave the organization…

TEXT: BUSINESS ORGANIZATION

profit прибуток

set up a business(v) створювати бізнес

establish a business(v) створювати бізнес

be in business(v) займатися торгівлею

run a business(v) керувати підприємством

do business(v) вести бізнес

go out of business(v) ліквідувати підприємство

expand a business(v) розширювати бізнес

diversify(v) різноманітити, варіювати

owner власник

The economic system is made up of people with basic needs that they must satisfy to survive. As most people cannot produce all the goods and services they need, we depend on other persons or businesses to make them for our consumption.

A business organization is a firm, a company or a business that makes, buys or sells goods, or provides services, to make a profit.

Large companies are referred to as corporations. Many consider the corporation the ideal way to organize business. Large companies operating in many countries are multinationals.

Big business can refer to large business organisations or to any business activity that makes a lot of money.

Small companies are referred to as small businesses or small firms.

When we start a business we talk about setting up a business or establishing a business. Once a business has been established we talk about being in business or running a business.

To do business means to trade or deal with a company or country. It's not easy to organize a business and to operate it successfully. When a company is not successful, it may go out of business.

The economic situation, as well as decisions taken by the owners of a company, affects how it grows and changes. You may expand your business, specialize in something, you may also diversify your business.

1. Translate into English:

Основні потреби, Задовольняти потреби, товари та послуги, залежати від когось, комерційна діяльність, фірма, отримувати прибуток, міжнародні корпорації, створювати бізнес,займатися торгівлею, успішна компанія, ліквідувати підприємство, рішення прийняті власниками компанії, розширювати бізнес.

2. What do you know about:

business organization;

large companies;

big business ;

small companies;

doing business.

TEXT: BUSINESS ORGANIZATION AND THE ECONOMY

assemble (v) збирати

wholesale trade оптова торгівля

retail trade роздрібна торгівля

enterprise підприємство

pursue (v) переслідувати (інтерес)

restriction обмеження

utilities комунальні послуги

Businesses may be classified according to which industry they are in: for example, construction, oil, banking, food.

All the companies which make goods from raw materials or assemble components into finished products work in the manufacturing sector.

All the companies which provide services in areas such as tourism, banking and finance, communications, wholesale and retail trade work in the service sector.

Besides, a company may be owned by the state, or by private individuals. Privately - owned and - run companies work in the private sector.

A private enterprise is a system that allows individuals within a society to pursue their own interest without governmental regulation or restriction. State - owned and - run organizations are in the public sector.

When a private company is bought by the state and brought into public sector, it is nationalized in a process of nationalization. A nationalized company is state-owned.

When the state returns a company to the private sector in a sell-off, it is privatized. This is privatization. The first to be sold off in a privatization program are often the companies responsible for the public supply of electricity, water and gas: the utilities.

1. Answer the questions:

How may business be classified?

What companies work in the manufacturing sector?

What companies work in the service sector?

How may the company be owned?

What is a nationalized company?

What do you know about privatization?

2. Translate into English:

Будівництво, сировина, продукти харчування, готова продукція, виробничий сектор, надавати послуги, сектор послуг, приватна особа, переслідувати особисті інтереси, державний сектор, урядове регулювання, процес націоналізації, відповідати за постачання.

TEXT: OWNERSHIP

unlimited liability company компанія з необмеженою

відповідальністю

limited liability company компанія з обмеженою відповідальністю

be liable for бути відповідальним за

assets майно, активи

sole trader/sole proprietorship одноосібна власність

partnership/general partnership товариство

private limited company (BrE) закрита акціонерна компанія

/limited liability company (AmE)

public limited company (BrE)/ відкрита акціонерна компанія

listed company (AmE) з обмеженою відповідальністю

shareholder акціонер

stock exchange фондова біржа

A business is an organization of material, human, financial, and information resources that are joined together for a specific purpose. Not all businesses are owned and organized in the same way.

In unlimited liability companies the owners are personally and entirely liable for the debts of the company. This means they may lose their personal assets (e.g., their house or their car) if the company is in financial difficulties.

In a limited liability company (Ltd.) the owners are liable only for the amount of money they have invested in the business.

Unlimited liability companies are subdivided into sole traders (BrE)/sole proprietorship (AmE)(a type of business organization owned and run by one person) and partnership (BrE)/general partnership (AmE) (a firm run by two or more partners).

Limited liability companies are subdivided into private limited companies (BrE)/limited liability companies (AmE) and public limited companies (BrE)/listed companies (AmE). A private limited company / limited liability company is a company which has shareholders (people who own the wealth of a company) but which cannot offer its shares to the public.

A public-limited company/listed company is a company whose shares can be bought and sold on the stock exchange.

Notes: A public limited company is privately owned. It is not run by the state.

1. Complete as in the text:

Not all businesses … in the same way.

In unlimited liability companies the owners … of the company.

In a limited liability company (Ltd.) the owners are liable … in the business.

Unlimited liability companies are subdivided into …

Limited liability companies are subdivided into …

… is a company which has shareholders but which cannot offer its shares to the public.

… is a company whose shares can be bought and sold on the stock exchange.

TEXT: ORGANIZATIONAL STRUCTURE

employee службовець, співробітник

Board of Directors правління, рада директорів

Chairman of the Board голова правління

Managing Director генеральний директор

Head of a company керівник компанії

Finance department фінансовий відділ

Sales department відділ збуту

Marketing department відділ маркетингу

Production department виробничий відділ

Research and Development department відділ наукових досліджень та розробок

Personnel department відділ кадрів

senior executive /manager керівник вищого рангу

top executive /manager керівник вищого рангу

The structure of organizations varies greatly according to the nature of the business. There are several factors which influence this structure:

• the number of locations and employees

• the economic sector

• the type of market in which they operate

• the type of customer

• the degree of management control required

• the complexity of the business activities

The company is run by a Board of Directors; each Director is in charge of a department. However, the Chairman of the Board is in overall control and may not be the head of any one department. The Board is responsible for policy decisions and strategy. The Managing Director (sometimes called the Chief Executive, or President in the USA) is the head of the company, who has overall responsibility for the running of the business.

Most companies have Finance, Sales, Marketing, Production, Research and Development (R&D) and Personnel Departments. These are the most common departments, but some companies have others as well.

Most departments have a Manager, who is in charge of its day-today running, and who reports to the Director; the Director is responsible for strategic planning and for making decisions. Various personnel in each department report to the Manager.

People at the head of an organization are often called senior executives or senior managers, top executives or top managers.

1. Answer the questions:

1. What can influence the structure of organizations?

2. Who is the company run by?

3. What is the Board responsible for?

4. What Departments do most of the companies have?

5. What is the Director responsible for?

6. How do we call people at the head of an organization?

TEXT: MARKETING

involve (v) містити в собі, мати на увазі

demand попит, потреба

appropriate відповідний, підхожий

achieve (v) досягати, успішно виконувати

objective мета, завдання

marketing strategy стратегія маркетингу

take into consideration (v) брати до уваги

marketing mix формула маркетингу

promotion сприяння у продажу (товару)

support підтримка, допомога

reliability надійність

charge (v) призначати, вимагати плату

Marketing involves analyzing and understanding customer demand in order to enable the company to provide the most appropriate products and services.

A company's approach to achieving its marketing objectives is called marketing strategy.

The various factors a company must take into consideration when developing its marketing objectives are referred to as marketing mix. The marketing mix is often summarized as the so-called four P's: product, price, place, promotion: what to sell, to whom, where, and with what support.

Product can be defined as goods or service that you are marketing and includes its design, quality and reliability.

Price refers to how much money a company charges for its products. The marketing view of pricing involves considering the value of a product, the volume of sales required.

Place refers to distribution, that is, how and where the product is made available to customers.

Promotion means presenting the product to the customer. Promotion involves considering the packaging and presentation of the product, its image, the product name, advertising.

1. Translate into English:

Купівельний попит, досягати мети, стратегія маркетингу,брати до уваги різні фактори, формула маркетингу, підтримка, якість та надійність. Обсяг продажу, сприяння у продажу, пакування товару, реклама.

2. Answer the questions:

What does marketing involve?

What is marketing strategy?

What are the four elements of the marketing mix?

How can product be defined?

What does price refer to?

What does place mean?

What is promotion?

TEXT: ADVERTISING

advertising рекламна справа; реклама;

target customer цільовий споживач

advertising media засоби розповсюдження реклами

broadcasting трансляція

leaflet листівка, брошура

flyer листівка

display (advertising) ілюстративна (реклама)

poster афіша; плакат; оголошення

hoarding (BrE)/billboard(AmE) щит, дошка для оголошень

word-of-mouth (advertising) усна (реклама)

corporate advertising реклама фірми

brand image імідж торгової марки

public relations(PR) expert експерт з питань організації громадської думки

publicity паблісіті, реклама, публічність

Advertising is one of the main methods of promotion. Its aim is to increase sales by making a product or service known to a consumer and to persuade that consumer to buy it.

Advertising is often designed and managed by advertising agencies.

Large companies usually use advertising agencies to promote their products and the company's image to the target customers.

The account is the contract between the client company and the agency to develop an advertising campaign. The client allocates a budget, an amount of money, to the task. The agency and the client then discuss the brief, which is a statement of the client's objectives, as well as the message the company wishes to communicate to the consumers.

After that the agency is ready to start work. An advertising campaign consists of a series of advertisements (adverts, or ad's) which are run in various media.

The most common types of advertising media include: broadcasting (TV, cinema, radio), press (newspapers, magazines), printed material (brochures, leaflets, catalogues, flyers), electronic (Internet), display (posters, hoardings/billboards, vehicles, point of sale), others (trade fairs, word-of mouth, packaging).

Corporate advertising is not concerned with increasing sales of a particular product or service. Its aim is to present to the public the brand image. Public relations (PR) experts organize activities which generate positive publicity for companies.

1. Answer the questions:

What is advertising? What is its aim?

Who is advertising managed by?

What is the account?

What does an advertising campaign consist of?

What steps are required to start an advertising campaign?

What is the aim of corporate advertising?

2. Translate into Ukrainian:

Advertisement, methods of promotion, to persuade the consumer, to promote products, to increase sales, client's objectives, vehicles, trade fairs, aim, to design and manage, point of sale

TEXT: FAIRS AND EXHIBITIONS

exhibition виставка

to hold (held, held) a fair проводите ярмарок

a wide range of exhibits широкий діапазон товapiв

a display (to display) експозиція (показувати)

to negotiate the sale вести переговори про продаж

to purchase (to buy) купувати

to pave the way прокладати дорогу

to attract attention привертати увагу

to get in touch with (to contact) зв'язатися з ким-небудь

motto девіз

stand-attendant екскурсовод біля стенду

The first world industrial exhibition was held in London in 1951. It was of a great success. It displayed exhibits of 40 participating nations and the number of visitors reached over six million.

Since then world industrial expositions have had colourful history. Many such have been held, some of them on a large scale. They have changed not only in size and scoped but also in character and overall purpose. Such events provided opportunities for exchanging scientific, technological and cultural achievements of the people of Europe, America, Asia and Africa.

Beginning with the early 60s, international expositions began to take new forms, trying to emphasize not only technological progress, but also other aspects of life. They became festivals of industry and culture.

Fairs and exhibitions provide an opportunity to establish profitable contacts and promote mutual understanding among different nations.

Every year a lot of international and specialized exhibitions and fairs are held in different countries of the world. The number of countries and companies who take part in them is growing from year to year and the scope of fairs and exhibitions is becoming larger.

The display during these exhibitions includes a wide range of exhibits which show the latest achievements in different fields of industry, science and agriculture of many countries.

Usually fairs and exhibitions are crowded with visitors, who show much interest in the exhibits on display.

At international and national exhibitions commercial centers are established where participants can negotiate the sale and the purchase of different goods.

Every exhibition is an eye-opening experience and also a method to advertise products. Fairs and exhibitions are usually held under various mottoes: people and progress, peace and progress through economic cooperation and so on. International fairs and exhibitions pave the way for the consolidation of friendship among countries and nations.

1. Answer the questions:

When and where was the first world industrial exhibition held?

What opportunities do fairs and exhibitions provide?

What do fairs and exhibitions display?

Under what mottoes are fairs and exhibitions usually held?

TEXT: FORMS OF TRADE

the exchange and distribution обмін та розподіл товарів та

of goods and services послуг

wholesale trade оптова торгівля

retail trade роздрібна торгівля

middleman посередник

the ultimate buyer кінцевий покупець

to estimate the quantities визначити кількість, оцінити

supply and demand попит та пропозиція

to supply постачати (товари),

to anticipate передбачувати, попереджувати

to enable дозволяти, давати можливість

stock запас (товарів), асортимент

warehouse склад

Commerce is a moving of goods from the man who wants to sell, to the man who is willing to buy, or, as it is sometimes expressed, the exchange and distribution of goods and services.

There are different channels of distribution goods and the most important among them there are two aspects wholesale trade and retail trade. A business that acquires goods to sell to the general public is called retail trade. A wholesale business is a middlemen who help goods move from manufactures to consumers and then sell them in turn to the retailer. A middleman is any person or firm that enters the distribution process between the manufacturer and the ultimate buyer.

The wholesaler or middleman buys in large quantities from the producer or manufacturer and sells in smaller quantities to the retailer who, in his turn, supplies the individual customer, but not final consumers.

For years no clear distinction was made in marketing between wholesaling and retailing and even today there is much confusion as to their difference.

It has been argued that the wholesaler is unnecessary and that the cost of goods could be lowered if he were eliminated from the chain.

The wholesaler is often not only necessary but economically indispensable. The manufacturer cannot, in most cases, undertake the handling of innumerable small orders from retailers with all the attendant work of packing and invoicing and dispatching. His main function is to produce goods, and it is uneconomical that his energy and attention should be turned from this to the collection and execution of a multitude of small orders.

Being the link between the producer and the retailer, the wholesaler knows the demand and can estimate the quantities required. His commercial agents can advise the manufacturer of changes in fashion, suggest an increase in production of certain types, a decrease in others so, the wholesaler can help the retailer in many ways: for example, the wholesaler studies production and his experience and knowledge of goods and markets enable him to select the best sources of supply.

The most common channel runs from the manufacturer to wholesaler to retailer to consumer. This is the longest channel, and requires the most markups. But it is often the most efficient, especially for dealing with small retailers. Retailer is the final link from the producer to the consumer. It is he who sells to the customer in the small quantities required and he who must be able to anticipate the customers' needs. The retailer gets his stock from a wholesaler either by ordering his goods after examining samples or patterns or by paying periodic visits to the wholesaler's warehouse where, from the range of goods that the wholesaler has bought from various manufacturers, the retailer can select those that he thinks will be most suited for the type of customer that buys from the shop. He may also deals direct with a manufacturer. The retailers, however, do more than merely supply a need. According to the type of goods that he sells, the retailer may render certain services. He may sell you shoes and repair them as they need repairing; sell you a watch- and clean the one that won't go; sell you a car and service it. The "little man", that is a small retailer is usually conveniently situated for his customer.

There are almost million retailing businesses in the United States. The retailer's primary role is to provide consumers with the products they want when and where they want them. That's why there are so many retail stores and why retail competition is often so intense.

Buyers want to take possession of a product at the time they buy it or soon after. So a retailer who too frequently runs out of stock of popular items or sizes will quickly lose customers.

The retailer is the party that actually sells the consumer goods manufacturers make. Manufacturers may advertise or otherwise promote their products. But the goods must be present in retail stores, customers must be aware that the goods are there, and the retailer must have a pricing policy that encourages their sale.

1. Translate into Ukrainian:

moving of goods, channels of distribution goods, retail trade, manufactures , consumers, customer, retailer, wholesaler, cost of goods, eliminate from the chain, packing, invoicing, dispatching, economically indispensable, increase, decrease, final link, pricing policy, warehouse, range of goods, competition.

2. Answer the questions:

What is commerce?

What do we call retail trade?

What is wholesale trade?

Who is a middle man?

Why is the wholesaler economically indispensable?

What is the main function of the manufacturer?

In what way can wholesaler help the retailer?

What is the most common and the most efficient channel of distribution of goods?

Where can the retailer get his stock?