
- •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
Grammar reference
Appendix #1
Modal Verbs (Модальні дієслова)
Модальне дієслово |
Вживання |
Приклад |
can |
1. Фізична чи розумова здатність, вміння або можливість. 2. Неформальний дозвіл.
3. Неформальне ввічливе прохання. 4. Сумнів, здивування, невіра (в питальних і заперечних реченнях) |
1. I can translate English article easily 2. You can spend two days out of the office if you want. 3. Can I use your computer for several minutes? 4. Can she be working now? |
must |
1. Нагальна необхідність.
2. Впевненість.
3. Наказ.
4. Заборона (у запереченнях.) |
1. We must pay our employees’ salary on Friday. 2. The general manager is absent. He must be ill. 3. You must send this fax immediately. 4. The Vice President mustn’t spend so much time at the office. |
may |
1. Формальний дозвіл.
2. Ввічливе прохання. 3. Ймовірність, можливість. |
1. You may take your place. 2. May I see the Head of the company today? 3. I may see Mr. Parker this afternoon. |
to be |
Обов’язок, що випливає з попередньої домовленості, плану, розкладу, графіку, і т.д. 2. Наказ або інструкція. 3. З інфінітивом у пасивному стані для вираження можливості. |
1. We are to work 7 hours every day at the office. 2. We are to come to the office at eight. 3. He was not to be found at the office the whole day. |
to have |
1. Необхідність виконання дії згідно обставин. 2. Відсутність необхідності (у запереченнях). |
1. I have to go to the Institute tomorrow. 2. We don’t have to go to the Institute today. |
need |
1. Потреба в чомусь, необхідність. 2. Відсутність потреби чи необхідності. |
1. We need to discuss this question. 2. We have sent the documents in the set of three copies, so we needn’t print them before meeting. |
should |
1. Порада, рекомендація. |
You should check the terms of the contract carefully. |
ought |
1. Порада. |
1. You ought to perform your work carefully. |
☺Модальні дієслова вживаються з інфінітивом без частки to, крім be (to), have (to) and ought (to).
У питальній формі модальні дієслова ставляться перед підметом: May I come in? Виняток have (to): Do you have to go to the Institute tomorrow? У заперечному реченні заперечна частка not вживається після модального дієслова: You should not do it. Виняток: have (to): We don’t have to go to the Institute today.
Appendix #2
Conditional Mood (Умовний спосіб)
Значення підрядного речення умови |
Форма дієслова підряд - ного речення умови |
Форма дієслова головного речення |
Приклад |
Conditional I Реальність в теперішньому та майбутньому. |
Present Indefinite |
Present Indefinite Future Indefinite |
If I have enough time, I check the documents twice. Якщо у мене є достатньо часу, я перевіряю документи двічі. |
Conditional II Малоймовірність в теперішньому та майбутньому. |
Past Indefinite |
would + Indefinite Infinitive |
If I had enough time now, I would check the documents twice. (But I don’t have enough time, and I won’t check them twice.) Якби у мене було достатньо часу зараз, я б перевірив документи двічі. |
Conditional III Нереальність у минулому |
Past Perfect |
would have + Past Participle |
If I had enough time yesterday, I would have checked the documents twice. (But I didn’t have enough time and I didn’t check them). Якби у мене було достатньо часу вчора, я б перевірив документи двічі. |
☺В підрядному реченні умови для всіх осіб використовується форма were дієслова to be.
Appendix #3