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Active Words and Phrases:

utility

вигідність; економічна вигідність; корисність

consumer

споживач

warranty

гарантія, запорука

satisfy customers’ needs

задовольняти потреби споживачів

value

вартість

insurance

страхування

benefit

вигода; прибуток

myopia

міопія, короткозорість

tangible

матеріальний

identify

ототожнювати

transaction

операція (грошова)

warning

застереження

commitment

відданість (справі); зобов’язання

performance

виконання; робота (машини); інтенсивність праці

intangible

нематеріальний

give up

відмовитись

perceive

розуміти, сприймати

in marketing terms

з точки зору маркетингу

be satisfied with (by)

будити задоволеним

in many cases

в багатьох випадках

exchange of goods

товарообмін

have influence on

впливати на

succeed

досягати успіхів

keep attention

приділяти увагу

luxury

предмет розкоші

sustain

підтримувати

Ex. III. Answer the following questions:

  1. How does an economist define marketing?

  2. What is an exchange?

  3. What does any exchange presume?

  4. How can you define “a product”?

  5. What is the necessary condition for a successful exchange?

  6. What has Peter Drucker emphasized in his writings on marketing?

  7. What are Theodore Levitt's views on marketing?

  8. What makes excellent organizations excellent according to Thomas Peters?

Ex. IV. Look through the text again and find words that correspond to the following definitions:

  1. the act of changing one thing for another (paragraph 1);

  2. a business deal (paragraph 2);

  3. the importance or usefulness of something (paragraph 2);

  4. an act of thinking that something must be true (paragraph 2);

  5. a written promise that a company will fix or replace something if it breaks after you have bought it (paragraph 3);

  6. someone who buys or uses goods or services (paragraph 3);

  7. to feel happy or pleased because you have achieved something or got what you wanted (paragraph 6).

Ex. V. Complete the gaps using the necessary words from the box:

profit, staff, attention, customer, managers, satisfaction, served, commitment, successful, marketing, headquarters

  1. Thomas J. Watson, Sr., founded IBM, one of the most …… companies in the world and …… as its president during the early decades of the 20th century.

  2. He built IBM’s success on the principle of customer ……

  3. He insisted that everyone in the company pay …… to customer’s needs.

  4. The …… philosophy of business assumes that an organization can best survive, prosper and …… by identifying and satisfying the needs of its customers.

  5. Sears is a well-known company which has dramatized its …… to this philosophy in an unusual way.

  6. During the …… meetings at Sears …… in Chicago an empty chair sits in a conference room.

  7. Painted on the Chair are the words, “The …… ”.

  8. This symbolic presence reminds all Sears …… who their real boss is.

Ex. VI. Find the examples of different tense and voice forms of the verbs in the above text. Translate the sentences into Ukrainian.

Ex. VII. Discuss whether the following sentences are true or false:

  1. Marketing deals with transactions between people, groups and organizations.

  2. Exchange involves at least two parties, most commonly a buyer and a seller.

  3. The buyer usually gives up goods, services or ideas (what we define as products) in order to receive something of the same value.

  4. The seller usually gives up money or promises to pay money in the future.

  5. In bartering buyers may give up their labour or goods to be traded.

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