- •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
13. Put in must or can’t into the following sentences:
1. You have been working all day. You …. be tired. 2. That company … be very successful. It always makes benefits to employees. 3. I’m sure I gave you the document. You … have them. Have you looked near your computers? 4. You’re moving to another selling company. You … be looking forward to it. 5. The situation on the market changes every month during the year, so the owners of the company … have a sufficient profit. 6. Congratulations on signing international contract! You … be very pleased. 7. Our PR manager always travels business class, so he … be short of money.
14. Put the verb in brackets in the proper tense form. Read and translate the following sentences:
1. You (to be to) sign the contract with Japanese partners in May. 2. He (to have to) work overtime as the project was urgent. 3. Our partners (to have to) deal with financial problems last quarter. 4. The project manager himself (to be to) sign all necessary documents for the meeting. 5. According to the contract we (to have to) satisfy payment and delivery terms, but we failed. 6. We (to have to) make some changes in our production during last four years to increase our profit. 7. Our partners (to be to) come an hour ago. I wonder what happened.
15. Fill in the blanks with “may”, “might”, “can”, “could”. Give two variants where possible:
1. I wonder how they … discuss this news. 2. Attention! You … smoke in the lounge hall. 3. … you hear what she is talking about? 4. It … or … not be true. 5. … you lend me $ 1000? 6. The Board of Directors … asks him to be the vice president of the company. He’ll be so pleased! 7. It was so dark in the hall they … see nothing around.
16. Paraphrase the following sentences referring them to the future and to the past:
1. My assistant can help you in your research. 2. We must discuss all points of our meeting in detail. 3. Our new employee may do the work quicker than any other person. 4. You can meet with our foreign colleagues at the airport. 5. They have to think about their promotion campaign. 6. Partners may come and see all changes in the construction. 7. Can you deal with urgent matters yourself?
17. Ask for permission to do smth; give permission to do smth; prohibit an action:
Prompts: to exchange foreign currency at a bank; to do shopping; to promote a new product; to learn specific problems; to hold an exhibition; to do marketing intelligence; to run business; to check the print-out.
18. Translate into English:
1. Ви можете поговорити з менеджером про свої проблеми. 2. Вам дозволять взяти будь-які папери для складання протоколу. 3. Чи зможете ви вести переговори без перекладача? 4. Завтра ви повинні зустріти делегацію наших партнерів з Польщі. 5. Більше не приходьте до нашого офісу без запрошення. 6. Наша компанія змушена була взяти участь у судовому процесі. 7. Чи дозволять нам переглянути документи про злиття компаній? 8. Ми не повинні уникати труднощів у роботі з клієнтами. 9. Роздрібна фірма може надавати послуги після продажу. 10. Вам потрібно бути більш уважними до торгових представників.
UNIT 2
“Advertising is the greatest art form
of the twentieth century”
Marshall McLuhan (1911-1980)-
a Canadian educator, philosopher, scholar,
communication theorist)