- •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:
VII. Match the English and Ukrainian equivalents:
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A. |
1) agricultural commodities market |
1) зовнішній ринок |
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2) black market |
2) міжнародний, євро-валютний ринок |
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3) capital market |
3) внутрішній ринок |
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4) commodity market |
4) Ам. неофіційний ринок цінних паперів; чорний ринок |
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5) competitive market |
5) ринок конкуруючих продавців |
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6) curb market |
6) ринок (довгострокового позичкового) капіталу |
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7) domestic market |
7) фінансовий ринок |
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8) Eurocurrency market |
8) фондова біржа |
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9) Eurodollar market |
9) товарна біржа |
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10) exchange market |
10) інвестиційний ринок |
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11) financial market |
11) ринок облігацій; ринок довгострокового позичкового капіталу |
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12) foreign market |
12) валютний ринок |
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13) investment market |
13) чорний ринок |
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14) stock market |
14) міжнародний євро-доларовий ринок |
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15) bond market |
15) ринок сільськогосподарської продукції |
|
B. |
1) advance advertising |
1) газетно-журнальна реклама |
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2) bank advertising |
2) пряма споживча реклама |
|
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3) billboard advertising |
3) банківська реклама |
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4) consumer advertising |
4) попередня реклама |
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5) direct advertising |
5) Ам. реклама на стендах |
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6) direct-mail advertising |
6) рекламування в комерційній пресі |
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7) display advertising |
7) реклама, вибірково спрямована на певного споживача |
|
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8) media advertising |
8) рекламування в транспорті |
|
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9) reminder advertising |
9) пряма поштова реклама |
|
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10) selective advertising |
10) споживча реклама |
|
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11) trade advertising |
11) ілюстративна реклама |
|
|
12) transit advertising |
12) повторна реклама |
VIII. Fill in the blanks from the words below. Translate the sentences into Ukrainian:
identify (2); define (2); definition; determine (2); accomplish; impact; implement; design, n. (2); design, v.; benefit (3); execution; executive; appreciate (2); appreciation (2); product.
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He _____ to start his own business.
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The _____ refused to become _____ with the new political party.
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If the marketer does a good job of _____ consumer needs, developing good products, pricing, distributing and promoting them effectively, these goods will sell very easily.
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The _____ of marketing on society is more than economic.
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The powers of a judge are _____ by law.
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What _____ this businessman to accept the offer?
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This course of study is _____ to help those wishing to study abroad.
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When boundaries between countries are not clearly _____ there is usually trouble.
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The money is to be used for the _____ of the poor.
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A key point about this _____ of marketing is that it views marketing as an exchange process.
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He is the person who will never _____ anything.
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Write an _____ of a new textbook.
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The agreement was soon _____.
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This product has a number of _____.
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The land has _____ greatly since the new railway was built.
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_____ of faulty _____ will not sell well.
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Whether by accident or _____ he came too late to the meeting.
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Members of this insurance society get medical _____.
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His intention was good, but his _____ of the plan was unsatisfactory.
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You can’t _____ this book unless you read it with attention.