- •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?
Voluntary export restraints. In recent years, international agreements have reduced the level of tariffs and restricted the use of quotas. Accordingly, countries have sought to protect themselves from the onslaught of foreign competition by other means. One that became popular in the 1980s was voluntary export restraints (VERs). Quotas and VERs are very clear examples of non-tariff barriers to trade. For example there are many different product standards and regulations in different countries. They are particularly important in markets for a successful trade.
Ex. 1. Give English equivalents to the following:
Торговля, торговец, продаёт за деньги, люди оказываются вовлечёнными, сберегательный счёт, быть более состоятельным, считать выгодным, самодостаточный, ограничения в торговле, торговать без ограничений, ограничивать ввоз товаров, тариф, квота, добровольные экспортные ограничения, бестарифные ограничения, обеспечивать справедливую торговлю без штрафа, внутренний продукт, находиться в худшем положении, масштаб иностранных поставок, в пользу иностранных производителей
Ex. 2. Give Russian equivalents to the following:
petrol and groceries; plumbing and styling; goods and services, economic relations, standard of living, commercial policies, domestic industry.
Ex.3. Answer the questions:
1.How do people trade?
2.Why do people and countries trade?
3.What is protectionism?
4.What is commercial policy?
5.What are four major categories of trade barriers? Think of some examples from mass media.
6.What is a tariff? How does it influence a domestic price?
7.What is a quota? What does a quota provide domestic producers with?
8.What is VER? Give examples.
Ex.4 Produce communicative situations, using the following expressions:
Trade barriers, protectionism, a tariff, domestic price, commercial policy
Read and translate the text 2.
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FOREIGN TRADE. MARKETS
A market is commonly thought of as a place where commodities are bought and sold. Thus fruit and vegetables are sold wholesale at Covent Garden Market and meat is sold wholesale at Smithfield Market. But there are markets for things other than commodities, in the usual sense. There are real estate markets, foreign exchange markets, labour markets, short-term capital markets, and so on; there may be a market for anything which has a price. And there may be no particular place to which dealings are confined. Buyers and sellers may be scattered over the whole world and instead of actually meeting together in a market-place they may deal with one another by telephone, telegram, cable or letter. Even if dealings are restricted to a particular place, the dealers may consist wholly or in part of agents acting on instructions from clients far away .
Thus agents buy meat at Smithfield on behalf of retail butchers all over England; and brokers on London Stock Exchange buy and sell securities on instructions from clients all over the world. We must define a market as any area over which buyers and sellers are in such close touch with one another, either directly or through dealers, that the prices obtainable in one part of the market affect the prices paid in other parts.
Modern means of communication are so rapid that a buyer can discover what price a seller is asking, and can accept it if he wishes, although he may be thousands of miles away. Thus the market for anything is, potentially, the whole world. But in fact things have, normally, only a local or national market.
This may be because nearly the whole demand is concentrated in one locality. These special local demands, however, are of quite minor importance. The main reason why many things have not a world market is that they are costly or difficult to transport.
The lower the value per ton of a good, the greater is the percentage addition made to its price by a fixed charge per tonmile for transport. Thus, if coal is £2 a ton and tin £200 a ton at the place of production, a given transport charge forms a percentage of the price of coal a hundred times greater than of the price of tin. Hence transport costs may restrict the market for goods with a low value per ton, even if, as is often the case, they are carried at relatively low rates. It may be cheaper to produce, say, coal or iron ore at A than at B, but the cost of transporting it from A to В may outweigh the difference in production costs, so that it is prodiced for local consumption at B, and В does not normally form part ot the market output of A. For example, coal is produced much more cheaply in the United States than in Europe, but, owing to the cost of transporting coal by rail from the inland mines to the Atlantic seaboard of the United States, American coal seldom finds its way to Europe.
Sea transport, however, is very much cheaper than land transport. Hence
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commodities can often be sent profitably quite long distances by sea. Thus Swedish iron ore comes by sea from Narvik to the Ruhr, and British coal is exported to Canada and South America.
The markets for real estate are local. Soil has been transported from French vineyards to California, and historic mansions have been demolished in Europe to be re-erected in the United States, but as a rule land and buildings are not transported.
Some goods, like new bread and fresh cream and strawberries, must be consumed very soon after they have been produced, and this restricts their sale to local markets. Other goods do not travel well. Thus many local wines which cannot stand transport can be bought in the district more cheaply than similar wines which have a wider market. The development of refrigeration, and of other devices which enable foodstuffs to be preserved and transported, has greatly widened the market for such things as meat and fish and some kinds of fruit. But such devices often transform the articles, from the standpoint of consumers, into a different commodity. Condensed milk is not the same as fresh milk, and chilled meat or frozen butter has not the same taste as fresh.
Many workers are reluctant to move to a different country, or even to a different part of their own country, to get a higher wage. This should not be exaggerated. Before the war of 1914, over a million persons a year emigrated overseas from Europe. Following it, there were considerable movements of population within Great Britain away from the depressed areas towards the more prosperous South. Employers may take the initiative. Thus girl textile workers have been engaged in Yorkshire to work in Australia, and during the inter-war years French employers engaged groups of Poles and Italians to work in the coal-mines and steel-works of France. Nevertheless labour markets are mainly local, or at any rate national.
Answer the following questions:
1.What notions does the term "market" imply?
2.How does it happen that the market for anything is the whole world?
3.What is the role of the cost of transporting in price building?
4.What are the markets for real eatate?
5.What is meant by labour markets?
IMPORT-EXPORT
THE TWO ASPECTS OF FOREIGN TRADE
Importing and exporting are the two aspects of foreign trade: a country spends money on goods it imports and gains money through its exports. Valuable though foreign trade trade is for keeping domestic prices down by creating competition at
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home and providing large markets abroad, governments may have to put restrictions on it, which they usually do by subjecting imports to customs duties or by restricting some types of exports.
Customs authorities must make sure that imported goods are not sold at a lower price than that in their country of origin; to assess the domestic price they require consular invoices or certificates of vaalue and origin.
Large firms may have their own import and export departments, but both large and small firms deal with clearing and forwarding agents who handle all the details of transporting cargo.
When goods are sold abroad, buyers who are stockists will have to pay for stocks for which they will not receive payment for some time; they must, therefore, work on a higher profit margin to cover this. Many buyers prefer to become foreign agents who work on commision; they will not then have to pay for the goods but they must obtain the highest possible prices when the goods are sold.
So, after careful market research, a manufacturer can sell to a large export market if he has the right products, of the right quality, and sells them at the right price.
VISIBLE AND INVISIBLE IMPORTS AND EXPORTS
Goods, such as cloth and televisions, are visible (you can see them). Goods you sell abroad are visible exports. When you sell exports, money will come into your country. When you buy visible imports, money leave your country. Some imports and exports are invisible. For example, if an engineering expert from country A goes to Country В to help them improve their engineering industry, he will earn money from В and bring it back to A. The expert is providing a service ( which is his knowledge or expertise). For В this is an invisible import (because money leaves the country), but for A it is an invisible export (because money comes into the country).
If you take care of our imports, our exports will take care of themselves.
Tasks to the text:
Ex. 1. Read the text and guess its meaning.
Ex. 2. In groups, discuss the retail business in your country.
How has the business changed in recent years?
What do you think are the reason for these changes?
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