Ежегодной научно-практической конференции студентов и магистрантов
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8. Click P. (2006). Anti-American Sentiment and America’s Perceived Intent to Dominate: An 11-Nation Study. Basic and applied social psychology, 28(4), 363-373. 9. Collins Cobuild English Dictionary». Gr. Britain, 2012. 10. Makkai, Adam; Boatner, M.T; Gates, J.E. Barron’s Dictionary of American Idioms. – Barron’s Educational Series, 2013. – 448 p.
303 Almaty
Management University From day to day catering is becoming more popular in Kazakhstan. Nowadays situation in the Catering Market is ambiguous. There are about 60 companies in Almaty which can offer this kind of service. From the first sight there are not so many companies, but despite this fact it is very difficult for a new company to survive in this market because of the strong competition. There are big catering companies, such as “Royal Catering”, “Ezhik Catering”, “Almaty Catering”, “Kalinka Catering” and others, that can offer you a huge range of services. However, it should be mentioned that there are a lot of unreliable services. It is the dark side of the market. There is a special epithet to these services- cowboy catering companies. These firms can spoil client`s reliance in catering service at all. According to the market analysis today there is a huge number of Kazakh catering companies, but also there are Turkish and Russian companies. But Kazakh firms prevail in the market. When we talk about types of catering in Kazakhstan and how well they are developed it should be noted that the most popular kind of catering service is industrial catering. This type of catering involves delivery of food to offices, universities, schools or preparing food in their place. Luxury catering and fine dining restaurants are also well developed. In addition, it should be mentioned that foreign customers from large companies prevail as clients of catering service. But, recently there appeared a reverse trend - our local companies and managers aggregate to catering service and understand its profitability and utility. In developing catering industry in Kazakhstan there are advantages and disadvantages. But they are different in the different types of catering. There are four main types of catering: mobile catering, special event catering, business catering and industrial catering. Mobile catering moves from place to place in vans or trucks and carry food, drinks and equipment. To be honest, this kind of catering is not so developed in Kazakhstan, but it grows briskly. For example, there are coffee companies which use van and move around city. One of them is “Coffeemobile”. As you can see mobile catering has a lot of advantages. For example, low start-up costs. To open this catering firm you only need a van and equipment. Also mobile catering can be easily managed because you do not have a big team (only 3-4 employees). In addition, it does not need a marketing company. Your van is the best advertisement. You can change the place in case of customers’ lack. Despite these facts, mobile catering has some disadvantages. First of all, to cook some meals chief should have special conditions, so that mobile catering can offer only easy meals. Also it should be noted that your customers are not loyal because of the changing location. It is very risky. If your customer does not find your company at a particular place he will go to another café or restaurant. The next one is a special event catering which includes food for marriages, jubilees, entertainment and different parties. It often provides the performance and service of the meal as perfectly as various kinds of event planning. Several event caterers are limited on one type of event, whereas others create them all. Pros: Besides using your chief-cooker’s skills, you may practice other shapes of unusual abilities for decorating and arranging the event. Furthermore, take into consideration dealing with music players, rental companies, and floriculture specialists and meeting points to raise your benefits. It is a pleasant place to generate a solid word-of-mouth image. For instance, if one marriage is catered perfectly, friends and guests of newlyweds surely will be glad to contact with you at their future events. Cons: If you are not delighted with this type of work, it can be laborious and tensive. Many gifted chefs are indecisive to get into event catering because the event-organizing aspects do not attract them. Since you are catering an event that is apparently very intimate and private for your clients, the only error on your part can send clients into a fit. One of the most popular and developed kinds of catering is business catering. It includes food for corporate parties, business meetings, lunches, training sittings and conferences. It is one type of catering that is mostly in demand. Anyway, there is also a lot of rivalry in the market space. Pros: The first advantage of business catering lies in the fact that it can be organized all the year round in comparison with a mobile caterers and special event caterers.The second advantage is similar to the situation with special event catering. If your service appeals to your corporate clients from the first time, they will turn to you again to cater another meeting or various corporate parties or events. Cons: As corporate meetings and events usually try to oblige each person, you are bounded in your kitchen to kinds of meals that are extensively well-known. Some fast-casual chain restaurants suggest delivery catering for lunches and meetings and usually take a large part of the business catering market. You should contest with these companies. The next type of catering is industrial catering. There are some pros of industrial catering. First of all, company has long term contracts with customers, so that firm guarantees payment for this period. Second advantage is that you do not need to think about service. Your customers are, for example, institutions or airlines delivery service. However, this kind of catering has some cons. Firstly, it is a very competitive market and at the beginning it will be difficult to compete with them. It is very difficult to control and keep high quality, because of providing large
Hotel & Restaurant Business, 2nd year Supervisor:
304 amounts of food. Every kind of catering procedure has its` proper appeal and lacks. If you want to be competitive company you should not use only one kind of operation. For example, at first you can choose specialization and then add other services. Because of the demand for catering service, definitely it will develop further. Companies become more competitive. It has good influence on the market because only the best companies can exist. Unreliable catering firms quit the market. It should be recommended to develop mobile catering and business catering because there is big potential to growth – the market is not still covered with these types of service. Finally, it should be noted that catering service is the most developing part of restaurant business. It growths for 10% per year so that every entrepreneur can become part of this market.
1. Eleanor Frisch. Types of Catering Operations: The Pros and Cons. 2014 http://www.foodservicewarehouse.com/blog/types-catering-operations-pros-cons/ 2. Арслан Аканов. Летучий финн. 2014 http://forbes.kz/process/businessmen/letuchiy_finn 3. Адина Байкинова. Оператор обедов. 2015 https://kapital.kz/expert/37153/operator-obedov.html
305 Алматы
Менеджмент Университет Idioms are words, phrases or expressions which are commonly used in everyday conversation by native speakers of English. They are often metaphorical and make the language more colourful. People use them to express something more vividly and often more briefly. “Idioms” are the Latin’s and the Greek’s word. The origin of “idioma” from the Latin means ”special property” and the Greek word ” ἰδίωμα – idíōma” means “special feature, special phrasing, a peculiarity”. There are three main definitions given to idioms. They are: Definition 1 Idioms are common, everyday phrases, sayings or expressions whose meanings cannot be understood by the individual words or elements. Examples of idioms are “Baker’s Dozen”, “Funny Farm” and “Cold War”. Definition 2 Idioms are non-standard speech, slang or dialect that are natural to native speakers of a language. Regional speech or dialect. Language that is peculiar to a people or to a district, community or class. Definition 3 A style of artistic expression characteristic of a particular individual, school, period, or medium. Examples of idioms are the “idiom of the French impressionists”, “Romanticism”, “the Punk Rock idiom” and “Baroque”. There are a lot of areas where idioms are using, as well as in business English has its own idioms. The main purpose of this article is to analyze the Colour Idioms of Business English. I have analyzed 28 colous idioms in business English. Most primary colors that make up colours idioms in business English: black, white, grey, golden, green, red and silver. The idioms with the black colour cover 18% of all colour idioms which are under the consideration. There are: •
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Black colour idioms in business means that they may represent a good financial state or something illegal. Psychologically black means authority, power and control. In many situations it can be intimidating, unfriendly and unapproachable. Alternatively, it can be seen as sophisticated, dignified and serious.E.g. The term black gold refers to the black colour and high value of oil.-Much of his money is invested in black gold. The Black market refers to the illegal buying and selling of goods or currencies.-Be careful of what you buy on the black market - it’s not always good quality. Black tie event refers to a formal event at which men are required to wear a dinner jacket, or tuxedo, and a black bow tie.-I need to know if it’s going to be a casual get-together or a black tie event.To say that something is in black and white means that there is written proof of it. - It’s an obligation. It’s in black and white in your contract. To say that a person or organisation is in the black means that they are financially sound, have a positive balance on their account and that they owe no money. - The idioms including blue color are nearly 18% of other idioms as a “black” colour idioms. There are the following: •
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The idioms can represent something good or something depressing. The positive meanings are represented by the following “blue” idioms: blue chip company refers to a company with a solid reputation for the quality of its products and the stability of its growth and earnings. - It’s usually safe to invest in a blue-chip company. If something happens out of the blue, it happens very unexpectedly. - I had nearly given up hope when out of
as a labor job, even an office job but not in the management. Blue skies means a overly enthusiastic outlook or disposition. - The sales team had blue skies projections for their deals, although not many of those deals were
The idioms including the word “red” are also about 18% of all the idioms analyzed in this article. They are the following:
ИС, 2 курс Научный руководитель:
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The idioms with the word “red” in their structure mostly have a negative meaning. Almost all of them show money shortage and debts. E.g. If a person or organisation is in the red, they owe money or have a negative account.- I’m afraid I can’t lend you any money. I’m in the red myself. Not (worth)
the main point.- Look, bureaucracy is a red herring. How to deal with the crisis is the important issue today. The term red tape refers to official rules and bureaucratic paperwork that prevent things from being done quickly. - If
financial statement) - Governments at all levels face a tidal wave of red ink. The idioms with the golden colour are over 14% of all the idioms. They are: •
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The ”golden” idioms give the meaning of a large sum of money. E.g. The term golden handcuffs refers to a large sum of money or a generous financial arrangement granted to an executive as an incentive to stay in their job, or to ensure long-term cooperation after their departure. - The offer to HR managers includes: a Golden Handcuff of £30 000 if managers stay in the company for three years. Golden handshake is a generous sum of money given to a person when they leave a company or retire (sometimes given to encourage early retirement). - Suggestions of a golden handshake for broadcaster Paul Henry were raised by Labour in Parliament today, but Broadcasting Minister Jonathan Coleman maintains he is unaware of the parting terms and won’t get involved in the issue. A golden opportunity is a favourable time or an excellent occasion which should not be missed.-An internship in that company would be a golden opportunity for you - it might lead to a permanent job later.Golden parachute is a clause in an executive’s employment contract stating that the executive will receive certain large benefits if their employment is terminated. - Golden parachutes can include severance pay, cash bonuses, stock options or
“White” idioms concerning business are nearly 11% of all the business colour idioms. They are the following: •
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All of the “white” color idioms have the different meanings, we can not say exactly what they mean, e.g. white- collar worker means an office worker . If you call something a white elephant, you consider it useless although it may have cost a lot of money.-The new cultural centre is a real white elephant. It’s so isolated that nobody goes there! Whitewash means to conceal or cover over mistakes or failure. – Some parts of this annual report should be whitewashed. “Green” idioms represent only 7% each of all the idioms under consideration.The idioms including green colour are the following: •
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If you give or get the green light, you give or get a signal or permission to do something. - We’re ready to launch the campaign as soon as we get the green light. Greenback is American dollar (countable.) - Look at how many greenbacks you have in your wallet! The idioms with the silver colour are 7% of all the idioms. They are: •
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Silver bullet refers to an extremely effective or magical solution to a difficult problem.-There is no silver bullet that will put an end to unemployment. A silver lining refers to the good or pleasant side-effects of an unpleasant situation.-’Every cloud has a silver lining’ means that there is a positive or hopeful side to every unpleasant situation. The idioms including the word “grey” are also 7% of all the idioms analyzed. They are the following: grey area grey existance 307 The idioms which include word ”grey” means that something is like in the fog.To refer to something as a grey area means that it is not clear or easy to define, and is therefore difficult to deal with.-The law concerning email is still a grey area in some countries. To have a grey existence means to lead a dull, monotonous life.-I feel sad for the old lady. She seems to have such a grey existence. From this article, we can say that Colour Idioms are very useful in Business ,so we can generally group these idioms by their semantic meanings. The most frequent idioms are “red”, “black” and “blue” and the least frequent idioms are “grey”, “green”, “silver”. References: 1. http://www.empower-yourself-with-color-psychology.com/color-meanings-in-business.html 2. http://www.learn-english-today.com/idioms/idiom-categories/colours/colours1-black-blue.html 3. http://www.eslmania.com/students/idioms/Business_idioms.htm 4. http://www.businessenglishebook.com/Business-English-Idioms.htm 5. http://www.learn-english-today.com/idioms/idioms_proverbs.html 6. http://www.learn4good.com/languages/evrd_idioms/id-b.htm 7. http://www.myenglishteacher.eu/blog/colour-idioms-list-and-their-meanings/ 8. http://idioms.thefreedictionary.com
308 Almaty
Management University In the modern world universities are enduring the period of essential changes connected not only with new methods of training but also with constantly changing living conditions which lead to obsolescence of the programs of training. It is especially hard period of time for private higher education institutes which cannot provide free training for everyone and should cope with it, and constantly seek to improve personnel structure, to select and use only the newest and trusted information sources. In this aspect all scientific spheres are experiencing challenging times due to instability of the economic situation in the country and the rapid technological advances. The scientists Vladimir Shibayev and Ludmila Shibayeva [1] consider that it is necessary to pay attention to identity of each student. A curator and professors should influence the students to educate them properly and to develop their professional qualities and competences which will help the students in the future. The content of these competences is defined by the society and by the need in experts of a certain profile. These competences do not only cover the theoretical knowledge gained in the course of training, but also those ones which everyone receives from practical knowledge, i.e. experience. For this purpose the curators are offered to conduct a survey to analyze the students’ psychological state in order to find an individual approach to each student. The most important purpose is to convince the student of his responsibility to the group, teachers and university by means of group works, individual instructions and other methods of influence. It can affect both the student attitude to training, and his relations with the professors. Considering statistics that is provided in the article “About the Possible Ways of Improvement of Quality of Student Performance in the Conditions of Total Computerization” [2], most of the students prefer studying more capacious and brief materials on the Internet. It can be explained by the fact that modern youth tend to maximize the usefulness of each piece of information. At the same time the teachers do not encourage such attitude towards their discipline and think that scientific knowledge and knowledge of scientific style can be imparted only by means of reading and the analysis of scientific, published and reliable works. In my opinion, it is impossible to instill such relation to reading until the student himself realizes the importance of having his own personal thought and point of view to a certain material. The other scientists in their article “The Problems of Increasing the Progress and Decreasing Elimination of Students” write about students’ absenteeism. The authors suggest sending SMS messages to parents when their child has skipped the class. A survey of students and teachers was carried out at Almaty Management University (AlmaU) in February, 2016. 87 people took part in it including 65 first year students, 15 second year, 5 third year students, and 2 professors. The participants were asked the question: “How to increase efficiency and progress of students?” The answers are diverse. The results are presented on Chart 1.
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