- •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 100 words. Canadians Battle in Florida
A trio of veteran Globe and Mail senior executives have reached deep into their personal pockets to launch the second Canadian-owned, Canadian-targeted weekly in the sunshine state of Florida.
In the process, the north-of-the-border invaders triggered a war for the sun-baked hearts and minds of Florida’s hungry-for-home-news visiting tourist snowbirds and part time or full time residents with their launch of the Tampa-based Sun Times of Canada.
Their competition is the well-established Canada News, owned by the St. Catharines’ Standard. Both weekly tabloids offer potential advertisers 2.2 million Canadians who visit or reside each year in Florida and the fact they spend more than $ 1.24 billion US.
Sun Times advertising director Margo Wickersham describes her paper this way: «The Sun Times is lively, intelligently written and reaches a market niche which has been virtually unreachable up to now. We have received an overwhelming response from the media in both Canada and Florida».
However, the publisher of the competing paper doesn’t believe there is enough advertising dollars to go around. Gwen Smith of the Sun Times disagrees. she says there is room in the market—because the two papers simply do not address the same readers.
«[Canada News] is for moms-and-pops in trailer parks,» she said. «We’re after a middle-class-to-affluent audience earning at least $ 40,000 to $ 50,000 a year». The competition replies, «They claim to have a different market. I say, where is that market? What we have is the only market there is here. I’ve been hustling newspapers in Florida for a lot of years, and I can tell you it ain’t easy. They can come out with a fancy paper and great color, but what advertisers buy is circulation».
One neutral observer of the battle insists that, not only there is room for both papers, but a strong need for them. The Air Canada general manager for Southeast United States, Caribbean and Latin America Marc Rosenberg states, «I believe the Sun Times will fly because there really has not been any vehicle in Florida targeting the community the way this paper is».
XII. Translate the following text into Ukrainian: Процес маркетингового менеджменту
Процес маркетингового менеджменту — це логічна послідовність певних дій для досягнення підприємством поставлених цілей.
Процес маркетингового менеджменту
Ринкові можливості фірми — це комбінація зовнішніх умов та ймовірності успіху. Основні аспекти аналізу ринкових можливостей фірми:
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виявлення і дослідження ринків збуту;
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оцінка маркетингових можливостей фірми;
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вибір найвигідніших варіантів маркетингових зусиль фірми з погляду її цілей і ресурсів.
Аналізуючи останній аспект, визначають насамперед таке: по-перше, чи відповідають цілям фірми можливості, які з’являються на ринку; по-друге, чи відповідають ці можливості ресурсам фірми (наявний капітал, виробничі потужності, система збуту, комунікацій тощо).
Вибір цільових ринків полягає у визначенні поточного та перспективного попиту, нинішніх і майбутніх обсягів продажу товарів фірми, сегментуванні ринку, тобто його розподілу на однорідні частини, і виборі одного або кількох сегментів для збуту своєї продукції. При цьому важливим є позиціонування продукції, тобто визначення її особливого місця у свідомості споживачів.