17. Comment on the meaning of modal verbs. Translate into English:

1. You needn’t meet him unless you like. 2. I think, we ought to be more careful in business. 3. Just to keep business mechanically going, you need money. 4. You should pay attention to the contract documents. 5. Students ought to work systematically if they want to be good experts in their field. 6. They oughtn’t to stop our research at the very beginning. 7. Employees shouldn’t criticize top managers in their presence.

18. Translate into English:

1. Вам слід зробити сезонні знижки на дитячий одяг. 2. Чи потрібно друкувати ваше замовлення? - Ні, немає потреби. Ви зможете зробити це пізніше. 3. То була моя помилка і вам немає потреби звертати на це увагу. 4. Вони розуміють, що їм не треба розширювати свій асортимент товарів. 5. Директор зобов’язаний докласти зусиль та прийняти вірне рішення. 6. Менеджер з продажу повинен повідомити партнеру про свій приїзд. 7. Що ви робите тут зараз? Вам слід бути на перемовинах вже зараз. 8. Чи потрібно новим працівникам приходити і заключати контракт з організацією? 9. Я думаю, він має бути чудовим економістом. 10. Вам слід підписати ці документи негайно.

Module Control 1 Units 1 -2

Assignment 1. Fill in the blanks with the appropriate modal verb:

1. Since a society cannot have everything, it _____ decide which goods and services are of the first impotance. 2. Businessman ______ to own property for business purposes and use it to produce income. 3. Most producers ____ make more than one product. 4. Unable to compete with its Japanese competitors, the company _____ to go out of business. 5. Up to 20 persons _____ contract to form a partnership. 6. You ___ earn the income to buy the things you want. 7. The number and volume of things we _____ to buy depends upon the size of our income and how wisely we spend it.

A ssignment 2. Use one of the modal verbs from the box to complete the sentence:

1. No brief description .... offer clean guidance to the content and character of economics. 2. The scope of economics .....be indicated by the fact with which it deals. 3. Adam Smith was the first economist who showed that a system of prices and markets .... coordinate people and economic growth. 4. Economics ..... help government monetary and fiscal policy. 5. Such events ..... take place in many countries. 6. You .... do it yourself. 7. The governments develop banking and financial institutions that .... finance export production and sales.

Assignment 3. Use must or have to with the verb in brackets to express obligation coming from the speaker or obligation coming from “outside”. Translate the sentences into Ukrainian paying attention to the meaning of modal verbs. Study the example:

1. We (finish) that work before Friday. a) We must finish that work before Friday. b) We have to finish that work before Friday.

2. Bill (return) to Baltimore tomorrow. 3. Mr.Kramer (make out) his income tax report next week. 4. Everyone (take) the English placement examination. 5. Promotion department (work) much harder in order to improve their results. 6. I (cash) this check. Otherwise, I won’t have any money. 7. You (write) to the company and (explain) everything carefully. 8. We (be) at the airport thirty minutes before flight time.

Assignment 4. Write the following words in normal English script. Fill in the gaps in the sentences with the words:

1. [iks'pendit∫ə] 5. [¸pri:mjəm]

2. [¸igzi΄bi∫n] 6. [in΄telidʒ(ə)ns]

3. [prə'si:dʒə] 7. [ə'wεənis]

4. [¸ækwi΄zi∫n] 8. [pə΄zi∫əniŋ]

1. Most companies develop a fixed attitude towards promotional ........ which is often unrelated to its effectiveness. 2. After an organization has listened to its public, studied its internal records, and its policies and ...... it is ready to promote. 3. Marketing communication is concerned with demand generations and product/service ..... . 4. One part of a marketing communication system (MCS) is listening to the various public through marketing ..... . 5. Corporate communications deal with issue management, mergers and ..... , litigation etc. 6. The purpose of trade fairs is to increase ..... and to encourage a trial. 7. Sales promotion consists of those marketing activities that stimulate consumer purchasing and dealer interest by means of such things as displays, ....... , and contests. 8. To motivate people to buy now rather than later, sales promotion efforts such as coupons, discounts, ...... and so on may be used.

Assignment 5. Translate the following sentences into English:

1. Ми повинні заздалегідь обговорити умови цього контракту. 2. Нашому директору знадобляться послуги перекладача у цьому відрядженні. 3. Наша компанія була змушена взяти кредит на встановлення нового обладнання. 4. Після розширення компанії ми зможемо надавати послуги після продажу. 5. Виконавчий директор був зобов’язаний докласти всіх зусиль щоб переговори пройшли успішно. 6. Ми все ще чекаємо наших партнерів, які мали приїхати годину назад. 7. Вам слід ретельніше готувати всі важливі документи.

Assignment 6. Choose the definition for each term. Use the glossary to help you:

1. Below-the-line promotion

a) is the various tools firms use to promote (advertising, selling, public relations, publicity, sales promotion, word-of-mouth).

b) is the type of promotion which places in leaflets, sponsorship, product placement, and others non-media tools.

c) is promotion in the media in which the advertiser pays an advertising agency to place the ad.

2. Marketing research

a) is the majority of companies in any industry.

b) is the term given to all the different activities intended to make and attract a profitable demand for a product.

c) is a formal system for gathering information to learn about specific problems and occurs only periodically.

3. Direct mail

a) is messages and related media used to communicate with a market.

b) is advertising designed to create an attractive image for an organization.

c) is a kind of advertising which is focused upon targeting consumers based upon database.

4. Personal selling

a) is the face-to-face presentation and promotion of products and services plus the searching out prospects and follow-up service.

b) is one part of the promotion mixwhich consists of those marketing activities that stimulate consumer purchasing and dealer interest by means of such things as displays, exhibitions, and contests.

c) is marketing activities that are performed to compete beyond the domestic market.