- •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
IX. Find synonyms for the following words used in the text:
to satisfy |
warm |
product |
manufacturer |
to define |
to forget |
broadly |
benefits |
to bring to mind |
factory |
automobile |
important |
between |
to protect |
to buy |
to provide |
to bore |
to call |
to travel |
design |
X. Combine these pairs of sentences with an appropriate connector:
-
Sales have decreased. Profits have increased.
-
One advantage is that you have instance access to the market. You can deliberately undercut your competitors.
-
We were making a loss. We withdrew from the market.
-
The product sold well in the South. In the North, the results were disastrous.
-
We promoted the product at the point of sale. Our competitors used mass advertising.
-
The market-leader pioneers this technology. The initiative product offers more value.
XI. The following are common abbreviations. Categorize them coding them with:
-
Academic qualifications
-
Professional qualifications
-
Title, distinction or decoration
-
Name of organization
-
Commercial and other abbreviation
a/c |
accounts |
BA |
Bachelor of Arts |
BBc |
Bachelor of Science |
COD |
Cash on delivery |
DSC |
Doctor of Science |
Do |
(Ditto) the same |
eg |
(exempli gratia) for the sake of example |
C/O |
Certificate of origin |
D/C |
Delivery clause |
D/O |
Delivery order |
E.O.M. |
End of month |
AIB |
Associate of Institute of Bankers |
sg(n) |
signes |
UNCTAD |
United Nations Conference on Trade and Development |
VAT |
Value added tax |
W/T (wt) |
Weight |
XII. Make the sentences with the Complex Object with the Infinitive following the models:
Model 1 |
Nestlé wanted Rowntree (UK), Carnation (US), Perrier (Italy) to become the world’s largest food companies. |
Model 2 |
Experiments proved each product line to consist of several sublines. |
Model 3 |
What made this woman buy Avon’s products? |
XIII. Read and discuss the following text and give answers to the questions below: What Is a Brand?
Perhaps the most distinctive skill of professional marketers is their ability to create, maintain, protect, and enhance brands. A brand is a name, term, sign, symbol, or design, or a combination of these intended to identify the products or services of one seller or group of sellers and to differentiate them from those of competitors. Thus, a brand identifies the maker or seller of a product.
A brand is a seller’s promise to deliver consistently a specific set of features, benefits, and services to buyers. The best brands convey a warranty of quality. According to one marketing executive, a brand can deliver up to four levels of meaning:
Attributes. A brand first brings to mind certain product attributes. For example, Mercedes suggests such attributes as «well engineered», «well built», «durable», «high prestige», «fast», «expensive, and «high resale value». The company may use one or more of these attributes in its advertising for the car. For years, Mercedes Benz, advertised «Engineered like no other car in the world». This provided a positioning platform for other attributes of the car.
Benefits. Customers do not buy attributes, they buy benefits. Therefore, attributes must be translated into functional and emotional benefits. For example, the attribute «durable» could translate into the functional benefit, «I won’t have to buy a new car every few years». The attribute «expensive» might translate into the emotional benefit. «The car makes me feel important and admired». The attribute «well built» might translate into the functional and emotional benefit, «I am safe in the event of an accident».
Values. A brand also says something about the buyers’ values. Thus, Mercedes buyers value high performance, safety, and prestige. A brand marketer must identify the specific groups of car buyers whose values coincide with the delivered benefit package.
Personality. A brand also projects a personality. Motivation researchers sometimes ask, «If this brand were a person, what kind of person would it be?» Consumers might visualize a Mercedes automobile as being a wealthy, middle-aged business executive. The brand will attract people whose actual or desired self-images match the brand’s image.
The challenge of branding is to develop a deep set of meanings for the brand. Given the four levels of a brand’s meaning, marketers must decide the levels at which they will build the brand’s identity. The most lasting meanings of a brand are its values and personality. They define the brand’s essence. Thus, Mercedes stands for «high achievers and success». The company must build its brand strategy around creating and protecting this brand personality. Although Mercedes has recently yielded to market pressures by introducing lower-price models, this might prove risky. Marketing less expensive models might dilute the value and personality that Mercedes has built up over the decades.
-
What is a brand?
-
What does a brand identify?
-
What four levels can a brand deliver up to?
-
What is the challenge of branding to develop?
-
What defines the brand’s essence?
-
What attributes does Mercedes suggest?
-
Evaluate why many people are willing to pay more for branded products than for unbranded products. What does this tell you about the value of branding?