- •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 do we call the firm with the largest market share?
2. What is the market leader able to do?
3. How can market leaders increase their market share?
4. Who can become market leader?
5. What do competitors do?
6. What way can market be expanded by?
7. Who is a market challenger?
8. What can market challengers do in the market?
9. Who is a market follower?
10. What do market followers do in the market?
4. Give Ukrainian equivalents of the following:
definite market leader, at least, to have succeeded, frequently, price changes, intensity of promotions, to increase, current, recession, further, to try to find, entire market, contrary to, niche, car hire business, to advertise, market challenger, narrow range, to cause, majority of, to present no threat, market segmentation, market share, soft drinks.
5. Give English equivalents of the following:
частка на ринку, представляти новий продукт, рівень просування товару, захищати, намагатись знайти спосіб, рідко, перевага, користувачі, збагачувати, більше не…, рекламувати, більшість, зосередитись, зростаючий потенціал, встановлювати, немає причин, розподіл ринку, послідовник, коливання, обіг, унікальний, пральний порошок, спортивне взуття, обмежений вибір.
6. Match and learn synonyms:
A: advertising, to be able to, definite, advantage, household, in fact, washing powder, well-known, profit, merely;
B: simply, famous, income, soap powder, particular, benefit, promotion, can, family, actually.
7. Match and learn opposites:
A: seldom, definite, to expand, well-known, advantage, retailer, growth, flexible, to buy, profitable, to increase;
B: decline, inflexible, wholesaler, disadvantage, unknown, to narrow, often, to sell, indefinite, unprofitable, to decrease.
8. Complete the following sentences translating the phrases in brackets:
1. (Ринок може бути розширений) by stimulating more usage. 2. There is a definite market leader in most countries: (фірма з найбільшими ринковими паями на ринку). 3. Market leaders usually want to (захищати свої поточні ринкові частки). 4. (Конкуренти розширяють ринки) and find new uses and users for products. 5. Many market followers (зосереджуються на ринковій сегментації). 6. Small companies are generally flexible, and (можуть швидко реагувати на умови ринку). 7. (Єдиним шляхом зробити це) is to find ways to increase the size of the entire market.
9. Put questions to the words in the italics:
1. Market followers often concentrate on profitable niche products. 2. The first company in a particular market nearly always becomes the market leader. 3. Many householders no longer have only one radio or cassette player. 4. The majority of companies in any industry are merely market followers. 5. Leaders are frequently able to lead other firms in the introduction of new products, in price changes. 6. Challengers can increase their market share by attacking various market followers. 7. All marketers face the question of how to best allocate their advertising budgets.