- •Product
- •What is a Product
- •IV. Find English equivalents to the words and word combinations given below and use them in your own sentences:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Translate into Ukrainian:
- •The definition of a defect is «if the customer doesn’t like a product, it’s a defect».
- •VIII. Translate into English using words of the text:
- •IX. Find synonyms for the following words used in the text:
- •X. Combine these pairs of sentences with an appropriate connector:
- •XI. The following are common abbreviations. Categorize them coding them with:
- •XII. Make the sentences with the Complex Object with the Infinitive following the models:
- •XIII. Read and discuss the following text and give answers to the questions below: What Is a Brand?
- •XIV. Translate into English:
- •XV. Assignment:
- •Text b Product Classification
- •IV. Find English equivalents to the words and word combinations given below:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Using the words and word combinations from the text and exercise VI answer the following questions in English:
- •VIII. Translate into Ukrainian paying attention to the words in bold type:
- •Product mix decisions
- •X. Match the words with their definitions:
- •XI. Make up sentences with the Complex Subject with the Infinitive following the models:
- •XII. Select connectors from the list below to complete the sentences:
- •XIII. Translate into English:
- •XIV. Assignment.
- •Pricing
- •I. Key terms:
- •II. Vocabulary notes:
- •III. Answer the following questions:
- •V. Match cause with effect to complete the sentences below (if clauses):
- •VI. Match the price term with the person or organization that charges it:
- •VII. Translate into English:
- •VIII. Translate the following sentences into Ukrainian paying attention to the gerund:
- •IX. Read and retell the text: Marketing-Mix Strategy
- •X. Read and translate the text. Підходи музеїв до встановлення розмірів плати за вхід
- •XI. Discussing the issue:
- •Text b Costs
- •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 to the words and word combinations given below:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Study the use of words cost, price, charge.
- •VIII. Comment on the use of Participle in the following sentences. Translate into Ukrainian.
- •IX. Make up sentences with the Nominative Absolute Participial Construction according to the models:
- •X. Make up a few sentences with the verbs «rise», «raise», «arise», «arouse». Study the Note.
- •XI. Write a resume of the text given below:
- •XII. Translate the following in writing:
- •Promoting
- •Promotion mix
- •I. Key terms:
- •III. Answer the following question:
- •IV. Find English equivalents to the words and word combinations given below and use them in your own sentences:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Translate the following sentences into Ukrainian:
- •VIII. Give synonyms of:
- •IX. Make up a few sentences with «might» following the model:
- •X. Read and translate the text: Advertising
- •Table 1. Top ten national advertisers
- •XI. Write a resume of the text given above.
- •XII. Read the text and write a précis in English in about 200 words: квіткова промисловість у пошуках «рожевих» прибутків
- •Text b public relations
- •I. Key terms:
- •III. Answer the following questions:
- •IV. Give Ukrainian equivalents to the words and word combinations given below and use them in your own sentences:
- •V. Match the English and Ukrainian equivalents:
- •VI. Memorize the following terms and use them in your own sentences:
- •VII. Translate the following sentences:
- •VIII. Find antonyms for the following words:
- •IX. Translate into English the following text: два приклади успішних пропагандистських кампаній
- •X. Read and retell the following text: Global marketing into the twenty-first century
X. Read and retell the following text: Global marketing into the twenty-first century
The 1990-s mark the first decade in which companies around the world must start thinking globally. Time and distance are shrinking rapidly with the advent of raster communication, transportation, and financial flows. Products developed in one country are finding enthusiastic acceptance in other countries.
True, many companies have been carrying on international activities for decades. Coca-Cola, IBM, Kodak, Nestle, Shell, Bayer, Toshiba, Sony, and other companies are familiar to most consumers around the world. But today global competition is intensifying. Foreign firms are expanding aggressively into new international markets, and home markets are no longer as rich in opportunity. Domestic companies that never thought about foreign competitors suddenly find these competitors in their own backyards. The firm that stays at home to play it safe not only might lose its chance to enter other markets but also risks losing its home market.
In the United States, names such as Sony, Toyota, Nestle, Noreico, Mercedes, and Panasonic have become household words. Other products and services that appear to be American really are produced or owned by foreign companies: Bantam books, Baskin-Robbins ice cream, GE and RCA televisions, Firestone tires, Kiwi shoe polish, Lipton tea, Carnation milk, Pillsbury products, and Motel 6, to name just a few. The United States also has attracted huge foreign investments in basic industries such as steel, petroleum, tires, and chemicals, and in tourist and real estate ventures, illustrated by Japanese land purchases in Hawaii and California, Kuwait’s resort development off the South Carolina coast, and Arab and Japanese purchases of Manhattan office buildings. Few U.S. industries are now safe from foreign competition.
Although some companies would like to stem the tide of foreign imports through protectionism, this response would be only a temporary solution. In the long run, it would raise the cost of living and protect inefficient U.S. firms. The answer is that more U.S. firms must learn how to enter foreign markets and increase their global competitiveness. Many U.S. companies have been successful at international marketing: Gillette, Colgate, IBM, Xerox, Corning, Coca-Cola, McDonald’s, General Electric, Caterpillar, Du Pont, Ford, Kodak, 3M, Boeing, Motorola, and dozens of other American firms have made the world their market. But there are too few like them. In fact, just five U.S. companies account for 12 percent of all exports; 1,000 manufacturers (out of 300,000) account for 60 percent.
Every government runs an export promotion program, trying to persuade its local companies to export. The government in Denmark pays more than half the salary of marketing consultants who help small and medium-size Danish companies get into exports. Many countries go even farther and subsidize their companies by granting preferential land and energy costs—they even supply cash outright so that their companies can charge lower prices than their foreign competitors.