- •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
10. Put questions to the words in the italics:
1. Casual or accidental exporting is the lowest level of commitment. 2. Companies have to indentify and satisfy the needs of particular market segments. 3. Much future growth will be in industrial marketing. 4. After a country’s environment has been analyzed, marketers must develop a marketing mix. 5. Marketers collect and analyze market information to determine what will be sold and who will buy it. 6. The most prominent economic forces can be measured by income and resources. 7. Place marketing refers to attempts to attract people to a particular area such as a city, state, or nation.
11. Translate into English:
1. Політичні та юридичні сили включають політичну систему, національні закони, суди і таке інше. 2. Маркетологи повинні розуміти всі складності міжнародного маркетингу, перш ніж сформулювати асортимент товарів як маркетингову стратегію. 3. Що може впливати на ціноутворення? 4. Прийняття рішень щодо системи розподілу та політики ціноутворення є важливим моментом у міжнародному маркетингу. 5. Стратегія маркетингу включає створення належного маркетингового комплексу. 6. Маркетинг вивчає людей у соціальному контексті. 7. Спільні підприємства та стратегічні об’єднання часто є доречними, коли зовнішні ресурси є необхідними. 8. Конкуренція серед продавців однакового товару та серед тих, хто бажає купити цей товар має місце на вільному ринку. 9. Рівень залучення на міжнародному ринку може коливатись від тимчасового експорту до глобалізації ринків. 10. Особливо важливими аспектами навколишнього середовища є культурні, соціальні, економічні, політичні та юридичні чинники.
Grammar: Appendix #7
Adverbial Clauses of Time, Place, Manner
Exercise 12. Translate into English using adverbial clauses of manner, time and place:
1. We shall finish the project when (коли ми повернемось з відрядження). 2. (Поки ви будете обговорювати це питання), they will be reporting at the meeting. 3. The chief accountant will give instructions about the tender as soon as (він отримає всі папери). 4. I remember the points of the contract as if (я щойно прочитав його). 5. (Куди б ми не приїздили) we were welcome cordially. 6. He described the market situation in Poland as if (він побував там особисто). 7. They sent the goods to the warehouse (як тільки його було відвантажено).
Exercise 13. Read, translate and find the adverbial clause of place:
1. The secretary put the papers where she can find them again. 2. If you want, you can stay where you are. 3. Let’s go to where they asked us to wait. 4. Wherever you work, we’ll come to that place to negotiate.
5. We led the foreign guests, wherever they wanted to go. 6. Our building stands where the road turns to the left. 7. Our friends like to spend their leaves where they can shoot and fish.
Exercise 14. Read, translate and find the adverbial clause of time:
1. Do not talk while we are discussing this urgent point of the contract. 2. When I command this department, there will be good discipline. 3. We arrived from abroad after night had fallen. 4. After the law was passed, the company ceased its payments. 4. I have not been well, since I returned from New York. 5. Do everything, before you forget. 6. As the director came into the hall, all rose to their feet. 7. As soon as we heard the news, we sent the information to our partners.
Exercise 15. Put the given verbs in brackets in the right form. Mind
the adverb clause of manner:
1. The building is quite as though nobody … (be) inside. 2. Don’t talk to the applicant as if he … (be) a child. 3. As it … (be) stated on the manual, you should turn off the machine before cleaning it. 4. He walked into the study as if he … (be) blind. 5. Don’t look at me as though it … (be) my fault. 6. The room was very messy as if there … (be) a bomb explosion. 7. The Italian partner acts as if he … (do not) know me.
Exercise 16. Translate into Ukrainian using adverbial clauses of time and place:
1. As soon as we received your telegram, we instructed our head office to prepare the goods for shipment. 2. I stayed at the customs-house until the goods had been examined. 3. Participants had no sooner reached the station than it began to rain. 4. The moment I saw him I understood that something had happened. 5. While you are having lunch, I shall be reading your documents. 6. I was informed of it the day I arrived in Odessa. 7. We shall find new partners when we open a new company. 8. Wherever he went, he was welcome. 9. I like to spend my leave where I can be alone. 10. They will show us their exhibition when we return.
Exercise 17. Compose your own sentences using the following conjunctions. Mind the adverbial clauses of manner, time, and place:
whenever, as long as, while, as if, when, till, until, wherever, as soon as, after, before.
Exercise 18. Translate into English using adverbial clauses of manner, time, and place:
1. Вам варто робити все, як шеф каже. 2. Доповідач говорила так, ніби вона знала це питання досконало. 3. Після того, як угоду було підписано, делегація поїхала у готель. 4. Ми не мали від нього ніяких новин з того часу, як він поїхав закордон. 5. Завідуючий зателефонує вам, як тільки він підпише ваші документи. 6. Коли ми йшли по коридору, ми зустріли нового менеджера з продажу. 7. Коли партнери приїхали в порт, товари відвантажувались на судно. 8. Все це сталось тоді, коли ми були закордоном. 9. Ми завершимо всю роботу до того часу, коли партнери приїдуть. 10. Голова ради директорів довіряв секретарю, як самому собі.
UNIT 8
“Management is activity or art where
those who have not yet succeeded and
those who have proved unsuccessful are
led by those who have not yet failed”
Thomas J. “Tom” Peters. (November 7, 1942) -
an American writer on business management practices