Match the words with their opposite meanings.

A	B
1. allow 2. appreciate 3. guest 4. innocuous 5. local	a) harmful b) global c) neglect d) host e) forbid

Substitute the underlined words in the sentences below with their synonyms from the article. The first letters have been given to help you.

a) Expensive restaurants are expected to serve fresh and delicious food. p_________

b) Ukrainian local food is diverse and tasty. c_______________

c) He is a real expert in dining etiquette. a_______________

d) Some local dishes are considered really unpalatable for foreigners. d______

e) If you don’t like French cuisine, you may choose another restaurant. o_______________

f) The Arab partners were insulted by our refusal to eat sheep eyes. o_______

g) It is unhygienic to drink from another person’s glass. u_______________

38. Circle the word that doesn’t belong in each horizontal group.

a) knife spoon cup fork

b) dish food cuisine plate

c) manners etiquette tradition behavior

d) spicy delicious salty fattening

Write a short paragraph about dining etiquette in Ukraine.

Module 8

PLACES FOR SHOPPING

1. Answer the following questions:

· Do you enjoy shopping? How often do you go shopping? Do you like supermarkets? Do you prefer to buy food in the supermarket or in a small shop near your house? Why?

2. Match the words on the left with their synonyms or definitions on the right.

A	B
1. to supply 2. to purchase 3. temptation 4. shoplifting 5. dwell zone 6. essentials 7. a cart 8. a queue 9. a checkout 10. loyalty card	a. retail card offering benefits b. a strong desire c. stealing from shops d. important things e. to buy f. a small wheeled vehicle pushed by hand g. to deliver h. a counter in a supermarket i. a line j. an area before the cash desk

3. Read the article and do the exercises after it.

SECRETS OF LAYOUT

One of the secrets of a successful business is to understand your customers’ needs, personalities and purchasing habits. If you can predict what your customers will want to buy, you will have time to supply the goods when the customers want to purchase. Supermarkets have turned understanding their customers into a science.

The goods in supermarkets are on open shelves rather than being behind a counter as in traditional shops. The temptation for customers to steal goods is great. For this reason, supermarkets install closed circuit television cameras [CCTV] to watch the customers. These cameras reduce shoplifting but also provide invaluable information about customer behaviour and psychology.

This knowledge has greatly influenced the design and layout of major supermarkets around the world. Often you will find an area selling newspapers, magazines close to the entrance. This ‘dwell zone’ encourages you to browse the shelves, which may contain DVDs, CDs and books, and make some impulse purchases before your real shopping begins. 75% of customers look towards the right after entering a supermarket. This is a good reason to place the most attractive offers on the right rather than the left. You will always need to buy bread, eggs, and milk. These essential items are displayed deep into the supermarket so that even if you only intended to purchase these essentials you will have to pass many temptations before you reach the shelves where they are sold. Alcohol is always the last aisle before the checkouts. Supermarkets try to communicate a fresh, healthy image. When shoppers have filled their carts with fresh healthy food, they can feel less guilty about indulging themselves with some alcohol.

The positioning of items on a shelf has been studied in great detail. We read shelves in the same way as we read books, from left to right. Our eyes remain longest on items on the right, so the most expensive brands are always on the right. The cheapest brands are often hard to see on low shelves because the supermarket wants you to purchase the expensive brands at eye-level.

Supermarkets know their customers don’t like queuing at the checkout, but they also know that a bored customer might pick up a leaflet and make a purchase.

And of course, while the adult is reading about a cheap holiday in the sun, the children are grabbing sweets from low level displays and adding them to the cart. Retailers try to stay ahead of their rivals by analyzing shopping trends and consumer buying habits. Advertising, special offers or loss leaders aim to get people into the stores, where the strategic presentation of goods can influence their decisions about which products to buy. Loyalty cards encourage customers to shop only in certain stores.

Дата добавления: 2015-11-14