- •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
11. Translate into English:
1. Право бути проінформованим означає, що ви отримуєте достовірну інформацію для того, щоб зробити вибір. 2. Споживач - це особа, яка купує і використовує товари чи послуги, щоб задовольнити свої потреби. 3. Підприємство докладає великих зусиль, щоб привабити і задовольнити споживачів. 4. В Україні, кожен споживач має право на товари та послуги відповідної якості. 5. Ми, як споживачі, маємо право об’єднуватись у спілки споживачів. 6. Рішення про купівлю, які ми приймаємо, можуть призвести або до успіху або до занепаду бізнесу. 7. Потреби – це речі, які є необхідними для нашого виживання, такі як: їжа, одяг, притулок. 8. Споживачів часто обманювали різними способами, але їм нікуди було скаржитись. 9. Бажання - це речі, які не є необхідними для нашого виживання, але додають задоволення і комфорту нашому життю. 10. Право на відшкодування означає впевненість у юридичному врегулюванні помилок, вчинених проти споживача.
Grammar: Appendix #5
Participle
Exercise 12. Write down the following verbs in Present and Past Participle form:
to stop, to cut, to forget, to begin, to order, to study, to open, to play, to develop, to write, to give, to lie.
Exercise 13. Choose the correct form of the participle and translate the sentences:
1. (Selecting, being selected, selected) a new market the marketer must carry out marketing research. 2. When (producing, produced, having produced) new goods the manufacturer must know the potential customer. 3. (Having determined, having been determined, determined) the customers’ needs we modifier the product. 4. The product (promoting, being promoted, having promoted) by the company is an innovation. 5. (Coming, having come, came) to the office we were shown our new partners. 6. (Having filled, filled, having been filled) water glasses, we were waiting for some surprise. 7. When (praising, praised, having praised), he managed to do anything.
Exercise 14. Define the forms of the participles in bold types:
1. While correcting the managers’ instructions, the director underlined the most important points. 2. Being corrected by the director regularly, the instructions are very important to the employees. 3. Having corrected the managers’ instructions, the director returned them to the managers. 4. Having been corrected by the director yesterday, the managers’ instructions will be returned to them today.
Exercise 15. Make up several sentences from each table:
He\She They |
bought sold offered
|
a product items a good |
providing high efficiency. being in great demand. satisfying the customers’ needs. being advertised. guaranteeing high salaries. |
He\She They |
paid introduced discussed bought evaluated |
the opportunities for the goods the decisions new products some goods |
offered by the contract. bought on hire purchase. produced by this company. made by the manager. delivered by the firm. |
Determining the best strategy Improving the quality Developing marketing techniques Purchasing the goods Introducing a new product |
He\She They |
choose the best market determine the customers’ needs achieve organizational goals provide the competitive status of the goods consider new trends |
Exercise 16. Transform the sentences according to the model:
Model: The employee who is speaking to the secretary is my best friend.
The employee speaking to the secretary is my best friend.
1. Her last projects that we discussed a month ago are very interesting. 2. The man who is waiting there is our new colleague. 3. People who are talking in the hall are our foreign partners. 4. A student who is making a report at the conference is the best in our group. 5. Our new contracts that managers signed are very important.
Model: While they were traveling in America they visited New York and Chicago
While traveling in America they visited New York and Chicago.
1. While the employees of our department were passing the interview in English they had to answer many questions. 2. While our chief accountant was preparing a report she used many new data. 3. While partners were driving to the railway station they got into a traffic jam. 4. While we were discussing some contract points we wrote a letter to our partners. 5. While the president was looking through the papers he prepared the report to the meeting.
Model: As John was very tired he couldn’t finish the work in time.
Being very tired John couldn’t finish the work in time.
1. As he felt home sick he decided to return home from his holiday trip. 2. As she did so she went out of the office. 3. As I knew him well I didn’t tell him the truth about my business. 4. As she was a well-educated person she published a lot of articles on marketing. 5. As we were interested in their project we made them an offer.
Exercise 17. Define forms and functions of the participles. Translate the sentences:
1. We think this new applicant is not capable of doing any harm to our business. 2. The director refrained from mentioning the names of foreign partners. 3. When walking to the office, the participants of the conference were talking about their business. 4. Everybody laughed at his answer and walked on, leaving him alone. 5. While giving applicants some advice, we noticed our chief in the lounge. 6. We watched the secretary with the luggage running to the station. 7. Being very clever our head of the department made some important decisions.
Exercise 18. Translate into English:
1. Всі наші партнери працюють в корпораціях, що знаходяться в західних країнах. 2. Проводячи ринкове дослідження, ми визначаємо потреби споживачів. 3. Проголосивши результати експерименту, він поздоровив всіх учасників. 4. Ми чули, як рада директорів сперечалась щодо умов контракту. 5. Переглянувши всі каталоги, ми вирішили зробити декілька замовлень. 6. Товари, які виробляються нашою філією, користуються попитом у сільського населення. 7. Продавши весь товар, фірма забезпечила вчасну доставку. 8. Так як все було готове для перемовин, ми могли розпочинати зустріч. 9. Зайшовши до офісу, ми побачили що все змінилось на краще. 10. Наші італійські партнери будуть постачати товар за цінами зазначеними в останньому варіанті угоди.
UNIT 6
“A successful business needs strong competition”
Alfred Sloan. (1875 – 1966) -
a long-time President and Chairman of General Motors