- •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:
IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
Needs and wants, appropriate products, isolated function, to create customer satisfaction, value-delivery system, wholesalers and retailers, performing art groups, need-satisfying products and services, a broad range of skills, commercials, direct mail, «me-too» products, managerial process, to satisfy individual and organizational objectives, cultural phenomenon, to shape, potential exchange relationship, to be proficient, to establish a market system.
V. Find English equivalents to the words and word combinations given below:
Задовольняти потреби покупця, отримуючи прибуток; досягати мети; співпрацювати; забезпечувати споживача тим, що має найвищу цінність; зобов’язувати кожного думати про споживача; вплив; дізнаватися; компанія, що виробляє; управляти попитом; діставати необхідні голоси; розроблення та впровадження маркетингових планів; визначати ринок і розподіляти його на сегменти; цільовий ринок; установлювати ціну; продукція, яку споживач спроможний придбати; продукція, доступ- на покупцеві (що є в наявності); рекламувати та просувати товари на ринок; проводити маркетингові дослідження; візити комівояжерів; збут; верхівка айсбергу; виявляти потреби споживача; товари, що користуються підвищеним попитом; громадитися натовпом (юрбою); закидати замовленнями; зайвий (непотрібний); маркетинговий комплекс; впливати на ринок; планування та виконання; здійснювати облік; потенційний покупець; оцінювати (позитивно); рівень добробуту; надлишок; рівень життя.
VI. Memorize the following terms and use them in your own sentences:
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А. Market |
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stock market |
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money market |
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market order |
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market value |
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market price |
— ринкова ціна, тобто остання ціна; |
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over-the-counter market (OTC) syn. unlisted, off-board |
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to buy (sell) at the market |
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to size up the market |
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market for silver |
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the market is advancing |
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the market is depressed |
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the market is easier |
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the market is excited |
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the market is firm |
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the market is neglected |
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the market is off |
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the market is recovered |
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marketability |
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marketeer |
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black marketeer |
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marketer |
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marketing |
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to bolster marketing |
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marketplace |
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commercial marketplace |
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marketwide |
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В. Advertisement |
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black-and-white ad. |
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front page ad. |
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full-page ad. |
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joint ad. |
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wall ad. |
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advertise |
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advertiser |
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advertising |
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