- •Передмова
- •Marketing Communication
- •1. Read and learn the following words and word combinations:
- •2. Read and translate the text: Marketing Communication
- •3. Answer the following questions:
- •9. Put questions to the words in italics:
- •10. Find words or expressions in the text which mean the following:
- •11. Translate into English:
- •Grammar: Appendix #7
- •Modal verbs (can, must, may, to be, to have)
- •12. Choose the correct variant of the modal verb:
- •13. Put in must or can’t into the following sentences:
- •14. Put the verb in brackets in the proper tense form. Read and translate the following sentences:
- •Promotion
- •Promotion
- •Integrate, margin, sales increases, potential customers, promotional tools, above-the-line promotion, personal selling, brand equity
- •Grammar: Appendix #1
- •Modal verbs (need, should, ought to)
- •12. Insert modal verbs “should”, “ought to”, “need”:
- •13. Make up sentences and translate them:
- •14. Complete the sentences using should or ought to and the correct form of the verbs in the box. Translate sentences into Ukrainian:
- •15. Translate the following sentences into Ukrainian. State in what meaning the modal verbs are used:
- •16. Replace the infinitives in brackets by “should”, “need”, “ought to”, “have to” depending on whether you give an advice, permission not to do smth, criticize a past action:
- •17. Comment on the meaning of modal verbs. Translate into English:
- •18. Translate into English:
- •Module Control 1 Units 1 -2
- •5. Promotion mix
- •6. Marketing intelligence
- •7. Public relations
- •Marketing and Advertising
- •1. Read and learn the following words and word combinations:
- •2. Read and translate the text: Marketing and Advertising
- •3. Answer the following questions:
- •4. Give Ukrainian equivalents of the following:
- •5. Give English equivalents of the following:
- •6. Match and learn the synonyms:
- •7. Match and learn the opposites:
- •8. Complete the sentences using the proper words from the list below:
- •9. Put questions to the words in the italics:
- •10. Find words or expressions in the text which mean the following:
- •11. Translate into English
- •Grammar: Appendix #2
- •Conditional Mood
- •13. Fill in the blanks with if or when:
- •14. Complete the sentences with the Principal Clause:
- •15. Rewrite the following sentences using unless/ except if instead of if … not:
- •16. Put the verbs in brackets into the correct form:
- •17. Answer the following questions:
- •18. Translate into English:
- •Public Relations
- •1. Read and learn the following words and word combinations:
- •2. Read and translate the text: Public Relations
- •3. Answer the following questions:
- •4. Give Ukrainian equivalents of the following:
- •5. Give English equivalents of the following:
- •6. Match and learn the synonyms:
- •7. Match and learn the opposites:
- •8. Complete the sentences using the proper words from the list below:
- •9. Put questions to the words in the italics:
- •10. Match terms with their definitions:
- •11. Translate into English:
- •Grammar: Appendix #3
- •Infinitive Complexes
- •Module Control 2 Units 3 – 4
- •1. Corporate advertising
- •2. Public relations (pr)
- •3. Marketing
- •4. Publicity
- •Consumer Protection
- •2. Read and translate the text: Consumer Protection
- •3. Answer the following questions:
- •4. Give Ukrainian equivalents of the following:
- •5. Give English equivalents of the following:
- •6. Match and learn the synonyms:
- •7. Match and learn the opposites:
- •8. Complete the sentences using the proper words from the list below:
- •9. Put questions to the words in italics:
- •11. Translate into English:
- •Grammar: Appendix #5
- •Participle
- •Market structure and Competition: Market Leaders, Challengers and Followers
- •1. Read and learn the following words and word combinations:
- •2. Read and translate the text: Market Structure and Competition: Market Leaders, Challengers and Followers
- •3. Answer the following questions:
- •9. Put questions to the words in the italics:
- •10. Define the following terms on the basis of the text:
- •11. Translate the following sentences into English:
- •Grammar: Appendix #6
- •Module Control 3 Units 5 – 6
- •Is a poor kind of business”.
- •International Marketing
- •1. Read and learn the following words and word combinations:
- •2. Read and translate the text:
- •International Marketing
- •3. Answer the following questions:
- •9. Complete the sentences with proper words given below:
- •10. Put questions to the words in the italics:
- •11. Translate into English:
- •Grammar: Appendix #7
- •Adverbial Clauses of Time, Place, Manner
- •International Management
- •1. Read and learn the following words and word combinations:
- •2. Read and translate the text:
- •International Management
- •9. Define the following terms from the text:
- •10. Put questions to the words in the italics:
- •11. Translate into English:
- •Grammar: Appendix #7 Adverbial Clauses of Cause, Purpose, Condition
- •Module Control 4 Units 7 – 8
- •Grammar reference
- •Conditional Mood (Умовний спосіб)
- •The Infinitive (Інфінітив)
- •The Infinitive Complexes (Інфінітивні комплекси) The Objective Infinitive Complex (Об’єктний інфінітивний комплекс)
- •The Subjective Infinitive Complex (Суб’єктний інфінітивний комплекс)
- •The Prepositional Infinitive Complex (Прийменниковий інфінітивний комплекс)
- •The Participle (Дієприкметник)
- •Complexes with Participle (Комплекси з дієприкметником) The Objective Participle Complex (Об’єктний дієприкметниковий комплекс)
- •The Subjective Participle Complex (Суб’єктний дієприкметниковий комплекс)
- •The Gerund (Герундій)
- •Adverbial Clauses (Підрядні обставинні речення)
- •Glossary
- •Supplementary reading
- •Corporate Communications
- •Media Strategy
- •The Four Major Promotional Tools
- •Buzz Marketing
- •Advertising and the Marketing Concept
- •How Companies Advertise
- •Advertising on tv and Radio
- •Outdoor Advertising
- •Street Marketing and Sampling
- •Public Relations and Lobbying
- •The Press
- •Customer Need and Behaviour
- •Protectionism and Free Trade
- •International Marketing Strategies
- •The Role of Marketing in the Strategic Planning Process
- •Cross-Cultural Management
- •Logistics Management
3. Answer the following questions:
1. How can you define the term marketing?
2. What does marketing mix consist of?
3. What is advertising?
4. Is word-of-mouth a form of advertising?
5. What is personal selling?
6. How can advertising be used?
7. Does public benefit from advertising?
8. Why do organizations use advertising?
9. What major classes of advertising do you know?
10. Can you express your attitude towards advertising?
4. Give Ukrainian equivalents of the following:
profitable demand, furthermore, product planning, traffic, feature, to reach the consumer, to match, to predict, to influence the customer to buy, through various media, face-to-face communication, false impression, direct mail, tremendous shopping aid, word-of-mouth, industrial advertising, public relation, positive publicity, advertising agency, to target, to attempt, in short.
5. Give English equivalents of the following:
з одного боку, маркетингова операція, величезні витрати, рекламне повідомлення, здатність розпізнавати, безприбуткова організація, журнали та газети, інформативний, прямий продаж, позитивна гласність, хибне враження, заохочувати, пільговий, ціноутворення, корпоративна реклама, образ торгової марки, передбачати, рекламна кампанія, громадські відносини, бути безпосередньо пов’язаним з, роздрібна реклама.
6. Match and learn the synonyms:
A: purpose, furthermore, client, to stimulate, to affect, message, to advertise, benefit, to predict, traffic, well-known;
B: besides, customer, to foresee, aim, profit, to influence, transportation, popular, to promote, note, to encourage.
7. Match and learn the opposites:
A: non-profit, usual, right, to create, wide, to spend, to increase, attractive, expenditures, direct, to recognize;
B: to decrease, unattractive, false, to earn, earnings, to forget, indirect, to destroy, profitable, unusual, narrow.
8. Complete the sentences using the proper words from the list below:
non-personal form, advertise, organizations, expenditures, audience, profitable demand, attractive image, face-to-face
1. Personal selling is … … communication and does not go through a medium; thus it is not advertising. 2. A company can … in a variety of ways, depending on how much it wishes to spend and the size and type of … it wishes to target. 3. The public benefits greatly from advertising ... 4. Marketing is the term given to all the different activities intended to make and attract a … … for a product. 5. Different kinds of advertising are used by various … to reach different public. 6. Institutional advertising is designed to create an … … for an organization. 7. Advertising is limited to paid … … of communication through various media.
9. Put questions to the words in the italics:
1. Marketing operations include product planning, buying, storage, pricing, promotion, selling, credit, traffic and market research. 2. Market research helps the producer to predict what the people will want. 3. Word-of-mouth is not a form of advertising because it does not go through a medium. 4. The design and organization of advertising campaigns is usually the job of an advertising agency. 5. Trade advertising is advertising to wholesalers and retailers by manufacturers to encourage them to carry their products. 6. Unusual advertising campaigns sometimes get extra publicity for the company by way of media reports about the campaign. 7. Institutional advertising is designed to create an attractive image for organizations.