
- •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
Consumer Protection
1. Read and learn the following words and word combinations:
survival [sə΄vaivəl] – виживання;
shelter – притулок;
pleasure [΄pleʒə] – задоволення, насолода;
snack [snæk] – легка закуска;
bill – рахунок;
buying decisions – рішення про купівлю;
to lead [li:d] – вести;
to expand efforts – тут: докладати зусиль;
failure [΄feiljə] – провал, невдача, банкрутство;
to guide [΄gaid] – вести, керувати, спрямовувати;
to enjoy [in΄dʒoi] – зазнавати втіхи (насолоди), тішитися; користуватися;
to complain [kəm΄plein] – нарікати, скаржитися;
to cheat [t∫i:t] – обманювати, дурити, шахраювати;
offending [ə΄fendiη] – злочинний, винний у порушенні;
consumer movement – рух на захист споживачів;
unfair [΄Λn΄fεə] - несправедливий, сумнівний;
to declare [di΄klεə] – оголошувати, заявляти;
to make a choice – робити вибір;
safety –безпека, надійність;
to protect – захищати;
harmful – шкідливий, згубний, небезпечний;
to assure - запевняти, переконувати;
availability [ə΄veiləbiliti] – наявність, придатність;
variety [və΄raiəti] – різноманітність, багатобічність;
at competitive [kəm΄petitiv] prices – за конкурентоспроможними цінами;
to consider [kən΄sidə] – розглядати, брати до уваги;
to enforce [in΄fo:s] – тут: втілювати в життя; підкріпляти;
remedy – тут: відшкодування;
assurance [ə΄∫uərəns] - упевненість, гарантія;
legal correction – правове врегулювання;
wrongs – помилковість, зло, правопорушення;
to commit – вчиняти,чинити;
responsibility [ris¸ponsə΄biliti] – відповідальність;
to underline [¸Λndə΄lain] – підкреслювати, наголошувати;
consumer rights – захист прав споживача;
in case – у випадку;
to violate [΄vaiəleit] – порушувати;
to guarantee [¸gærən΄ti:] – гарантувати, забезпечувати;
quantity [΄kwontiti] – кількість;
manufacturer [¸mænju΄fækt∫ərə] – фабрикант, підприємець, промисловець;
court [ko:t] – суд;
appropriate [ə΄proupriit] state agency – відповідна державна установа;
consumer union – об’єднання (спілка) споживачів.
2. Read and translate the text: Consumer Protection
A consumer is a person who buys and uses goods or services to satisfy his or her needs (things that are necessary for survival, such as food, clothing, and shelter) and wants (things which are not necessary for survival, but which add pleasure and comfort to our lives). We all are consumers. We buy products and services every day. We buy snacks, clothing, books, pay bills, etc. As consumers, we are very important to business and the economy. The buying decisions we make can lead to either success or failure of many businesses. Consumers’ wants and needs guide business practices. As a result, businesses expand great efforts to attract and pleasure consumers.
However, the rather pleasant relationship that is enjoyed by businesses and consumers now was not always so. Consumers were often cheated in many ways and there was nowhere to complain about the offending businesses. It was not until the middle of the 20th century that consumer movements to fight against unfair business practices started in America. In 1962 Consumer Bill of Rights was presented to Congress. Later on two more rights were added to the original four. They declared that every consumer had the following rights:
the right to be informed – to be given the correct information needed to make a choice;
the right to safety – to be protected from harmful goods and services;
the right to choose – to be assured of the availability of a variety of goods and services at competitive prices;
the right to be heard – to be assured that consumer interests will be fully considered by government when laws are being developed and enforced.
the right to a remedy – the assurance of the right to legal correction of wrongs committed against consumers;
the right to consumer education – to learn about consumer rights and responsibilities as economic citizens.
These rights underline many other countries’ consumer rights protection policies, Ukraine included, where there are eight following rights, basically covering the same points. In Ukraine every consumer has the right to:
1. state protection in case their consumer rights being violated;
2. guarantee the level of consumption;
3. the proper quality of goods and services;
4. safety of goods and services;
5. be given the true information about the goods and services, their quality, quantity, variety and the manufacturer (the employee of the business, the salesperson);
6. a remedy or legal correction of wrongs committed to consumers through goods or services;
7. be heard in the court or other appropriate state agencies in case your consumer rights being violated;
8. unite into consumer unions.