- •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:
III. Answer the following questions:
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What does the strategic plan define?
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What role does marketing play in the organization?
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Characterize the entire marketing management process and the forces influencing company marketing strategy.
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Why does the company engage in marketing analysis, planning, implementation and control?
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What does sound marketing require?
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Why is future market growth important?
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How can consumers be grouped?
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What does a market segment consist of?
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What does market targeting involve?
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How can market positioning be defined?
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What does the company do to plan a product’s position?
IV. Find in the text the following words and word combinations and translate the sentences in which they are used:
put into action; make a careful estimate; current market size; psychographic factors; behavioral factors; usage rates; operating economy; related segments; a complete range of products; arranging for a product to occupy a clear, distinctive and desirable place; best-backed; figure out; with respect to.
V. Find English equivalents:
виконувати загальні стратегічні завдання; вибирати найбільш перспективні сегменти; зосереджувати увагу; маркетинговий комплекс; пристосуватися; вимагати ретельного аналізу споживацької аудиторії; конкуруючі продукти (товари); оцінювати поточний обсяг продажу; виявляти стійкі перспективи зростання; темпи зростання; зміни в стилі життя; достаток споживачів; складні методи (методики); передбачати попит; маркетингові стимули; привабливість ринкового сегмента; обмежені ресурси; повний набір продукції; позиція продукту; ринкове позиціювання; стратегічна перевага; суміш; розкішний; оманливо просте твердження; створювати основу; властивості продукту.
VI. Memorize the following terms and their Ukrainian equivalents:
А. Management |
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automated management |
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business management |
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cash management |
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day-to-day management |
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debt management |
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financial management |
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income tax management |
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investment management |
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job management |
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line management |
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monetary management |
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personnel management |
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portfolio management |
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project management |
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record management |
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staff management |
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top (executive) management |
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venture management |
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В. Rate |
1) норма, розмір, rate of production а) норма виробітку; б) продуктивність; rate of profit — норма прибутку; rate of surplus value — норма додаткової вартості; 2) ставка; тариф; такса; розцінка; 3) курс; dollar rate — курс долара; the rate of exchange — валютний курс; 4) ціна, оцінка; 5) pl. вантажний тариф; 6) швидкість, темп; 7) відсоток, частка, коефіцієнт, пропорція; ступінь; |
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8) пай, порція; 9) розряд, сорт; 10) місцевий (муніципальний, комунальний) податок, збір; 11) оцінка (у школі); 12) інтенсивність, потужність; 13) частота; 14) витрати; |
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annual rate |
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area rate |
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average rate |
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average tax rate |
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bank rate |
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birth rate |
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buying rate |
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capacity rate |
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ceiling rate |
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closing rate |
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consumption rate |
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cost rate |
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curb rate |
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deposit rate |
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driving rate |
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employment rate |
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expansion rate |
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expenditure rate |
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export rate |
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fair rate of exchange |
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fixed rate |
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general rate |
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import rate |
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interest rate |
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labour rate |
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national rates of profit |
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output rate |
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premium rate |
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prime rate |
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selling rate |
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short rate |
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spot rate |
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tax rate |
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total rate |
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