- •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
14. Complete the sentences with the Principal Clause:
1. If we use face-to-face communication…
2. If I have false impression about this employee…
3. If our company carries on marketing research ….
4. If I move to another company in future…
5. If the financial director doesn’t arrive soon…
6. If personal selling in this campaign makes sense…
7. If we generate positive image of the company…
15. Rewrite the following sentences using unless/ except if instead of if … not:
1. They will not come to the negotiations in June if we do not send them an invitation letter. 2. The implementation of new promotional strategy will be inefficient if we do not discuss the division of labor in our team. 3. The Vice President will sign the contract with Germans if they don’t change the terms of the contract. 4. We shall lose good employees, if we do not raise the quality of working conditions. 5. The PR manager’s work will be ineffective if he doesn’t organize presentations with mass media. 6. If the secretary doesn’t receive the fax, she will inform the general manager. 7. If he doesn’t arrive soon, he will miss the meeting.
16. Put the verbs in brackets into the correct form:
1. If the orders were received on time, the manufacturing of our product (to take) not more than two weeks. 2. If a country restricted foreign investments, job and needed capital (to be lost) for other countries. 3. If a firm has to deliver a small package of goods, it usually (to prefer) to send it by road transport. 4. If a large number of trades (to want) to buy US dollars, the value of the latter will go up. 5. If the shareholders (to look) at the balance sheet, they would have known what they really own. 6. Money would have lost its value, if the prices had risen. 7. The economy slows unless banks (to stop) lending money to business and consumers. 8. Had our company lent money from the Central bank, we (to lend) it to our clients. 9. Had I more information about our partners’ business the talks (to be) more successful.
17. Answer the following questions:
1. What changes would you make in your company if you had enough money for that? 2. Which country would you choose if you decided to go abroad? Explain your reason. 3. If your partners came to your native town, what places of interest would you advise them to visit? 4. What would you do (or not do) if you start your business? 5. What well known people would you like to meet if you had a chance? Give your reasons. 6. What would you do (or not do) if you had your goods stolen? 7. What would you do if you saw your advertising on TV in a shortened version?
18. Translate into English:
1. Якщо ми отримаємо ваше замовлення завтра, ми приймемо його обов’язково. 2. Ви б не спізнились на зустріч з новим президентом компанії, якщо б ви взяли таксі. 3. Якщо ви не надішлете відповідь на листа до 18 травня, ми передамо замовлення іншій фірмі. 4. Ми зробимо вам знижку на 5%, якщо ви замовите 200 тонн цього товару. 5. Якби це залежало від мене, я би допоміг вам з великим задоволенням. 6. У них було б значно більше клієнтів, якщо б вони подали рекламу про відкриття свого магазину вчасно. 7. Якби він склав екзамен успішно минулого семестру, йому б не довелось вивчати цей курс знову. 8. Якщо директор прийде вчасно, збори почнуться о 10 годині, як і було заплановано. 9. Я б ніколи не позичив вам грошей, якщо б знав, що ви ніколи не повертаєте свої борги. 10. Якби ви виграли мільйон, як би ви витратили ці гроші?
UNIT 4
“In each situation, only one move
will produce substantial results”
(Saying)