- •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
9. Define the following terms from the text:
multinational company, international management, ethnocentric manager, transnational corporation, multinational strategy, polycentric manager.
10. Put questions to the words in the italics:
1. Companies may decide to expand internationally for a number of reasons. 2. International managers must also take a professional view of their work. 3. Cars made for European customers are never seen in the USA. 4. A global strategy uses a standardized product and marketing strategy world-wide. 5. Firms with foreign interests are likely to have managers with each of these perspectives. 6. Each foreign country is different from all other countries where a firm might do business. 7. A polycentric manager sees all countries as different and as hard to understand.
11. Translate into English:
1. Основна мета менеджменту – це зберегти позицію компанії на світовому ринку. 2 Міжнародний менеджмент є важливою складовою частиною міжнародного бізнесу. 3. Управлінський персонал міжнародних компаній діє згідно з глобальною або багатонаціональною стратегіями. 4. Фірми, які готові експортувати свою продукцію, повинні оцінювати політичну стабільність країни. 5. Транснаціональні корпорації розміщують свої виробничі філії по всьому світу. 6. Менеджери міжнародного рівня повинні знати закони, звичаї та мову країни з якою працюють. 7. Внутрішня та зовнішня політики однаково впливають на ділове середовище. 8. Існує багато думок щодо управлінського підходу на багатонаціональному підприємстві. 9. Немає єдиного методу роботи менеджера для всіх країн. 10. Значна частина міжнародного бізнесу управляється транснаціональними корпораціями.
Grammar: Appendix #7 Adverbial Clauses of Cause, Purpose, Condition
Exercise 12. Translate into English using adverbial clauses of cause, condition and purpose:
1. Give us a call, у випадку якщо ви спізнюєтесь на зустріч. 2. Якщо буде погана погода, our exposition will be cancelled. 3. I was afraid, як би не забути адресу нового офісу. 4. We shall receive some subsidy (grant) при умові, що ми закінчимо проект вчасно. 5. We didn’t like those goods тому, що нам не сподобалось упакування. 6. Some people borrow money, щоб сплатити борги вчасно. 7. Через те, що у нас було обмаль часу, we couldn’t succeed in choosing the most appropriate scene for the report.
Exercise 13. Read, translate and find the adverbial clause of condition:
1. If it rains tomorrow, we shall change our plans. 2. The negotiations will be canceled only if something goes wrong. 3. In case you miss the lecture, call your tutor. 4. You won’t pass your final test unless you work hard. 5. We have to do it whether we like it or not. 6. There will be no trouble as long as you keep our secret. 7. Only when the supervisor dismisses us we can leave the hall at once.
Exercise 14. Read, translate and find the adverbial clause of cause and purpose:
1. Because he is rich, he thinks he can buy everything in the world. 2. As we were not at the shareholders meeting, we spoke to the head of the department. 3. We didn’t like the equipment because it didn’t correspond to our requirements. 4. I shall give you all financial data on our firm so that you can write a final report in time. 5. Let’s go now quickly so that we do not miss the talks. 6. Study all points of the contract lest you fail in business. 7. The director was furious that his instructions were ignored by the employees. 8. My colleague works hard so that he will become a millionaire.
Exercise 15. Find out and define the adverbial clauses in the following sentences. Translate into Ukrainian:
1. Unless you finish the project in time, I shall inform our chief. 2. This student worked hard so that he might win the scholarship. 3. Our secretary will give you the documents so that you can sign them in time. 4. Since our new partner has expressed his regrets, we shall take no further action against him. 5. The director was invited to the exposition in order to be shown how wonderfully everything had been organized. 6. We are very glad that you like our new production mix. 7. As I could not find the sales manager, I left a message with the secretary. 8. People eat so that they may live.
Exercise 16. Translate into Ukrainian using adverbial clauses of cause, condition and purpose.
1. We went away because there was no one there. 2. Since they have finished their work, they can go on holiday. 3. I shall write the article in time so that you can correct it before I type it. 4. They instructed their agents to pack the goods so that the buyers might not have cause to complain. 5. He drew a plan of his office so that she could find his house easily. 6. I am going to the lecture early so that I may get a good seat. 7. The invitations were sent early so that the delegates might arrive in time for the conference. 8. If I see you tomorrow I shall give you my report. 9. You may take this book unless you don’t keep it too long. 10. We can deliver your luggage in time provided we receive the payment within 5 days.
Exercise 17. Compose your own sentences using the following conjunctions. Mind the adverbial clauses of purpose, condition and cause:
so that, in order that, lest, unless, as if, whether, if, in case, because, since, provided that, so long as.
Exercise 18. Translate into English using adverbial clauses of cause, condition and purpose.
1. Якщо я побачу вас увечері, я розповім вам все що знаю. 2. Ви можете взяти цю літературу додому при умові, що ви повернете її вчасно. 3. Він записав її номер телефону, щоб не забути його. 4. Ми йшли дуже швидко, так як дуже поспішали. 5. Зараз, оскільки він тут, він може вам допомогти. 6. Оскільки ви закінчили свою роботу, ви можете бути вільні до середи. 7. Так як транспорту не було, нам довелось іти пішки. 8. Викладач говорить повільно, щоб всі іноземні студенти могли зрозуміти його. 9. Ми можемо доставити ваше обладнання в грудні, якщо ви заплатите у валюті. 10. Вони ретельно пакували товар, щоб не пошкодити його під час перевезення.