- •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
Logistics Management
Logistics management deals with the movement of goods, services and related information from point of origin to point of consumption. The importance of logistics management has increased in today’s environment, marked by the use of speed as a competitive edge ( to deliver customer’s orders, for example), development of existing new computer technologies, and increased realization that overall operating costs are extremely sensitive to the various costs of handling and holding inventory.
In progressive companies, logistics management has moved far beyond shipping and receiving to become a differentiating factor in marketing strategy. Logistics is instrumental in meeting such challenges as increasing responsiveness to customers, maintaining market position, stemming price erosion, and maintaining competitiveness in domestic and international markets. Customers and business buyers are increasingly saying “I want it now!” More and more marketers are providing quality products at competitive prices. But that is not enough unless the product is available at the right time in the right place. As electronic commerce becomes more prevalent, marketers face the challenge of developing new logistics systems to deal directly with customers rather than always relying on wholesalers and traditional retail stores for distribution. Technology is a key element in meeting this challenge, as illustrated in “Using Technology: Toys Puts Work before Play.”
The drive to enhance customer satisfaction while simultaneously improving productivity and profitability has put logistics in the spotlight in the marketing efforts of many successful firms. Volvo GM Heavy Truck Corporation, for example, revamped its logistics system to solve a problem of excessive stockouts for repair parts. Dealers were losing business because they could not get parts on a timely basis. Volvo GM, working with FedEx logistics service, set up a distribution center in Memphis, Tennessee, to stock a full line of repair parts. Dealers now call toll-free, and repair customers are wiling to pay premium prices for prompt service available via FedEx. Stockouts are down, dealer revenue is increasing, and Volvo GM has eliminated three warehouses, cutting its total inventory by 15 percent. Perhaps most important, both dealer and customer satisfaction has increased significantly.
To keep customers satisfied, a logistics system should be easy to use and dependable and offer timely information.
Logistics include five key functions: warehousing, materials handling, inventory control, order processing, and transporting raw materials and finished products from origin to destination. In the best logistics systems, these areas are carefully coordinated to gain customer satisfaction at an affordable cost.
Comprehension questions:
What does logistics management deal with?
What is the importance of logistics nowadays?
How do marketers use electronic commerce and technology in logistics management?
What should logistics system be to satisfy customers?
What functions does logistics system include?
ЗМІСТ
Unit 1 Marketing Communication……………………………………...4
Grammar: Modal verbs (can, must, may, to be, to have)
Unit 2 Promotion ………………………………………………………14
Grammar: Modal verbs (need, should, and ought to)
Module Control 1………………………………………………………..27
Unit 3 Marketing and Advertising……………………………………..33
Grammar: Conditional Mood
Unit 4 Public Relations………………………………………………….45
Grammar: Infinitive Complexes
Module Control 2………………………………………………………..57
Unit 5 Consumer Protection…….……………………………………...62
Grammar: Participle
Unit 6 Market Structure and Competition: Market Leaders, Challengers and Followers……………………………………………..74
Grammar: Gerund
Module Control 3………………………………………………………..85
Unit 7 International Marketing………………………………………...88
Grammar: Adverbial Clauses of Time, Place, Manner
Unit 8 International Management……………………………………..99
Grammar: Adverbial Clauses of Cause, Purpose, Condition
Module Control 4………………………………………………………110
Grammar Reference …………………………………………………..113
Glossary ………………………………………………………………..131
Supplementary Reading ………………………………………………135