- •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 120 words. British Airways Caters to Seniors; Age Has Its Privileges, Even in the Air
British Airways is offering a full special traveler’s program geared to the over-60 passenger. The airline says it is the first such program for Canadians.
BA’s Privileged Traveller Programme, which began in April 1999, offers a Privileged Traveller Card. Holders of the card are entitled to waivers of all penalties for pre-trip cancellation or changes of airfare reservations; 10 percent discount on most BA fares from Toronto, Montreal, and Vancouver to Britain; special savings on land arrangements and on selected tours; a toll-free line; and a personal reservations record. With the latter, a record is kept of the traveler’s preferences so that when a call is made for reservations, the airline already knows such things as seat preferences, special meal requirements, and needs for medical assistance.
In addition, one companion over age 50 can accompany the Privileged Card holder. Until May 31, 1999, cards were free upon request. Afterwards, there was a handling fee of $ 15 for applications and renewals.
«It’s one of our new offerings this spring that is helping to keep us in position as industry leader,» said Ian Reid, vice president sales, Canada.
The airline has also relaunched its first-class product after an investment of $ 60 million with the aim of winning a bigger share of the prestige market. Particular emphasis is being placed on freedom of individual choice in such areas as mealtimes. The airline has redesigned its first-class cabin interiors, improved its sleeper seats and menus, offers a new wine cellar, and has introduced the world’s first individually controlled passenger videos.
Just over a year ago, BA relaunched its business class following a $ 60 million investment. It has paid off, with a 20 percent growth in Club traffic (international routes) and 9 percent increase in Club Europe (in-Europe routes).
The airline intends to spend about the same amount in advertising as last year, according to Reid, and intends to emphasize its flights to Paris for North American travelers.
Among its new spring and summer offerings are Bed and Breakfast Fly-Drive holidays for exploration of England, Scotland, and Wales with a car and choice of stops; and Deluxe Country Hotels holidays offering the pleasures of English country living at four of a choice of nine elegant country hotels. In addition, it has expanded and varied special offerings of its show tours, London exploration holidays, Town and Country programs, and its London-Plus holidays that include London and another European city.
XII. Translate into English.
З кінця 50-х рр. система засобів маркетингу визначається як «маркетинговий комплекс». Наприкінці 70-х рр. можливі елементи цього комплексу було об’єднано в чотири групи (концепція «4Р» — від початкової букви англійської назви кожного елементу, зокрема: товар, місце, просування і ціна).
Головний елемент цієї суміші — товар. Тут основними інструментами маркетингової діяльності фірми є якість товару, його різноманітність, зовнішній вигляд, властивості, товарні знаки, упаковка, габарити, сервіс, гарантії, можливості повернення покупцем та ін. Найважливішим у створенні товару є знаходження й реалізація переваг для споживачів у широкому діапазоні — від упаковки до екологічної безпеки. В ідеалі товар фірми має бути унікальним на ринку.
Розподіл — це насамперед вибір раціональних каналів збуту продукції фірми. Саме вони мають зв’язувати фірму з ринком, надавати можливість реалізовувати її продукцію. Крім того, цей блок системи засобів маркетингу потребує належних прийомів та методів створення збутового апарату, підготовки торговельних працівників, розміщення товарів у відповідних торговельних закладах, формування в кожному з них оптимального асортименту та номенклатури продукції, нагромадження необхідних і достатніх її запасів, організації транспортування і зберігання тощо.
Просування має на меті створення інформаційного взаємозв’язку фірми зі своїм цільовим ринком. Тут головними інструментами маркетингу є реклама, пропагування, стимулювання збуту та персональний продаж.
Ціноутворення полягає в підходах та методах визначення прейскурантних цін, знижок, умов платежів та кредитування покупців, управління ними.