- •Передмова
- •Understanding Marketing
- •What is Marketing?
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents to the words and word combinations given below:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Match the English and Ukrainian equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
- •IX. Adjectives versus adverbs. Look at the following sentences:
- •X. Adjective modification. Look at the following sentence:
- •XI. Read the following statements about the role of marketing and give answers to the questions below:
- •Questions:
- •XII. Translate the following text. Compare your translation with the original given in Text a. Що таке маркетинг?
- •XIII. Read and translate the following definitions:
- •XIV. Act as an interpreter for a and b:
- •XV. Read and summarize the following text: Marketer Profile Lee a. Iacocca of Chrysler Corporation
- •XVI. Role-play.
- •XVII. Action problem.
- •Types of writing expected at the University
- •Text b The core marketing concepts
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents to the words and word combinations given below:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
- •IX. Synonyms and antonyms. Complete the following table:
- •X. Join the halves.
- •XI. Translate the following text and summarize it in about 50 words:
- •Is Microsoft a Marketer?
- •XII. Translate the following text: Основні поняття маркетингу
- •XIII. Act as an interpreter for a and b:
- •XIV. Round-table discussion:
- •Marketing Management and strategic planning
- •Marketing management philosophies
- •V. Find English equivalents:
- •Vі. Memorize the following terms and their Ukrainian equivalents:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Read and analyze the following discussion about the direction a certain company should take and give answers to the questions below:
- •Questions
- •IX. Opinion-giving. Look at the following sentences:
- •I feel we must certainly ensure quality...
- •X. Agreeing and disagreeing. Look at the following sentences:
- •I think we’d all agree with you as far as you ...
- •I’m not sure I agree with either of you
- •XI. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
- •XII. Translate into English:
- •XIII. Act as an interpreter for a and b:
- •XIV. Consider the following chart and speak about the difference between the sales or production orientation, and the consumer or market orientation: Sales and production orientation
- •Consumer and market orientation
- •XV. Read the following text and give a short summary of it: Marketing In Action: Polaroid Adopts Marketing Concept
- •XVI. Round-table discussion:
- •XVII. Action problem:
- •The Essay Test
- •XVIII. Case Study: the electric feather pirogue: going with the marketing flow
- •Questions
- •Text b Strategic Planning
- •Analyzing the Current Business Portfolio
- •I. Key terms:
- •IV. Vocabulary notes:
- •III. Answer the following questions:
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Read an edited extract from the Principles of Marketing (Kotler and Armstrong) and complete Charts 1 and 2.
- •IX. Sequence. Look at the following sentences.
- •X. Expressing purpose, look at the following sentences:
- •XI. Fill in the blanks from the words below. Translate the sentences into Ukrainian.
- •XII. Read the following text and summarize it in 100 words. The Boston Consulting Group Approach
- •XIII. Find the closest synonym for the words on the left. Select from a-k on the right.
- •XIV. Translate into English:
- •XV. Act as an interpreter for a and b
- •XVI. Look through the text and answer the questions given below. Hewlett-Packard: Strategies for Leadership
- •Tier Three
- •Questions
- •XVII. Case Study. Maytag corporation: expanding the appliance portfolio
- •Questions
- •Marketing Management process
- •Factors of the Marketing Management process
- •Market Segmentation
- •Market Targeting
- •Market Positioning
- •I. Key terms:
- •II. Vocabulary notes:
- •III. Answer the following questions:
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents:
- •VI. Memorize the following terms and their Ukrainian equivalents:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian.
- •IX. Synonyms and antonyms. Complete the following table:
- •X. Join the halves.
- •XI. Translate the following text and summarize it in about 100 words. Canadians Battle in Florida
- •XII. Translate the following text into Ukrainian: Процес маркетингового менеджменту
- •Процес маркетингового менеджменту
- •XIII. Act as an interpreter for a and b.
- •XIV. Role play. Enact an imaginary interview between a university student and a well-known marketing specialist.
- •XV. Case Study. The artist
- •The company
- •The issues
- •Questions:
- •Text b Developing the Marketing mix
- •IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
- •V. Find English equivalents:
- •Vі. Memorize the following terms and their Ukrainian equivalents:
- •VII. Match the Ukrainian and English equivalents:
- •VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian.
- •IX. Synonyms and antonyms. Complete the following table:
- •X. Complete the following sentences:
- •XI. Translate the following text and summarize it in about 120 words. British Airways Caters to Seniors; Age Has Its Privileges, Even in the Air
- •XII. Translate into English.
- •XIII. Act as an interpreter for a and b.
- •XIV. Action problems.
- •XV. Case Study. Trap-ease america: the big cheese of mousetraps
- •Questions:
XI. Translate the following text and summarize it in about 50 words:
Is Microsoft a Marketer?
Bill Gates was only technically a dropout when he left Harvard University in his second year. He left because, together with Paul Allen, he had developed the software language for the first personal computer, the Altair. Some of the experts at Intel, who produced the 8080 microchip for the Altair, said it was impossible to develop BASIC language for it, but Microsoft Basic was written in eight weeks, without even the benefit of an Altair computer for reference. Indeed Gates and Allen only saw a working Altair for the first time when Microsoft Word was (successfully) run on it, in Albuquerque, New Mexico.
In a turbulent industry with over 75,000 competitors worldwide, and for two difficult decades, Microsoft has consistently grown sales and profits at a dramatic rate. It overtook IBM in market capitalization after only seventeen years in business.
Why has Microsoft been so successful?
Here are some reasons:
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The company has a clear and easily understood vision — «Microsoft software on every desktop PC.»
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It hires a very specific type of person with strong technical background, high intelligence, a drive to succeed and ability to handle pressure.
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It has a distinctive management style, built around informality, speed, hard challenges and stock options — directed towards making better products quickly and winning.
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Microsoft always wants to be ahead of competition in every way. It competes both in the market-place and the law courts. The drive to win is very strong.
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The company invests heavily in its vision of the future. R & D costs are 14 per cent of sales, sales/marketing investment is 32 per cent, while cost of goods is only 15 per cent of sales.
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Deal-making has always been a strength. The agreement of IBM, to use MS-DOS as the operating system in its PCs, established MS-DOS as the industry standard and enabled Microsoft to build dominance in this critical strategic area.
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Microsoft takes controlled risks and places high priority on speed to market-place.
XII. Translate the following text: Основні поняття маркетингу
Маркетинг як наука і практична підприємницька діяльність оперує низкою понять.
Потреби — це специфічний стан людини (групи людей чи суспільства в цілому), який виникає в результаті того, що, по-перше, людина існує сама по собі як біологічна істота, по-друге, вона є частиною суспільної системи і, по-третє, взаємодіє з навколишнім середовищем, тобто суспільством, живою і неживою природою. Потреби — це суб’єктивне відчуття, спрямоване на зменшення чи позбавлення незадоволення. Це рушійна сила споживання, яка визначає поведінку індивіда. Потреби існують не- залежно від підприємця, який намагається їх пізнати і задовольнити.
Бажання — це зовнішня форма вияву потреб. Це потреби, які набули специфічної, конкретної форми відповідно до культурного рівня і особистості індивіда. При цьому вони неоднакові в різних вікових категоріях.
Попит — це бажання з урахуванням купівельної спроможності, тобто забезпечена грошима потреба в товарах (послугах), які реалізуються на ринку.
Товар — це все, що може задовольнити потребу або бажання, і пропонується ринку з метою привертання уваги, придбання, використання чи споживання (вироби, послуги, особистості, місця, організації, види діяльності, ідеї тощо).
Обмін — це акт отримання чогось від певного бажаного об’єкта з пропонуванням чогось натомість. Розрізняють бартерний (товар — товар) і товарно-грошовий (гроші — товар чи товар — гроші) обмін.
Комерційний обмін цінностями між двома сторонами називається угодою. Угода має місце тоді, коли кожен з її учасників визнає, що вона є вигідною для нього, тобто дає певний позитивний результат.
Ринок — це інститут чи механізм, який об’єднує покупців і продавців товарів чи послуг, сукупність покупців і продавців, які з одного боку, намагаються і здатні купити, а з іншого — заінтересовані в продажу товарів і схильні до обміну.
Залежно від співвідношення попиту і пропонування розрізняють ринки продавців (попит на товари перевищує їх пропонування) і покупців (пропонування перевищує попит).