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Units 9 -10
Assignment 1. Write words in normal English script with the help of transcription. Translate them into Ukrainian. Make up 5 sentences with the words:
[¸intər'æk∫n] [eks¸piəri'en∫l]
[kən'tribju:t] [ai'dentifai]
[i'væljueit] [kə'pæsiti]
[iks'pou∫ə] [¸æpli'kei∫n]
[i'ni∫ətiv] ['tα:git] ['o:djəns]
Assignment 2. Substitute the italicized words in the following sentences to their opposites. Translate the sentences into Ukrainian:
1. Company’s brand manager deals with illegal regulations of our problems. 2. A premium brand is a low quality brand, and of course, it is cheaper than its competitors. 3. A brand associated with a product has certain characteristics that make it common. 4. We integrate between brand essence and brand promise. 5. A market is equilibrium when the quantity that demanders are willing to provide to the market at a specific market price is exactly different to the quantity that suppliers desire to sell in the market at the same market price. 6. Economy brand is more expensive than its competitors. 7. It is possible to sell products without trade mark.
Assignment 3. Open the brackets and use the verb in the Present Perfect Tense or Past Perfect Tense:
1. The vice president just (to come) to the office with a delegation. 2. The secretary (not / to check) office e-mail for weeks. 3. Our general manager (not / to have) a vacation for 5 years. 4. The middle line manager of our company (to lose) very important documents. This is the second time it (to happen). 5. Who is that woman? I never (to see) her before. 6. We (to arrive) at work in the morning and found out that somebody (to break) into the office during the night. 7. I didn’t know who she was. I never (to hear) about her before.
Assignment 4. Disagree with the following statements. Begin your sentences with: I don’t (didn’t) think so; but I can’t agree with you; it seems to me you are (were) wrong:
1. They have made a call to New York to the president of the company this morning. 2. The head of the office has just left you a message. 3. Our company has received no letters from our foreign partners this year. 4. The financial director has just finished his business talk over the telephone. 5. The secretary has dialed the wrong number. 6. My colleague has given me interesting information about the changes in our company. 7. We have received the money order at the general post office this morning.
Assignment 5. Translate into English:
1. Компанія-виробник підвищила свою виробничу спроможність перш ніж розпочала випуск нової продукції. 2. Наші партнери ще не модернізували роботу виробничих ліній. 3. Уряд та освітянські заклади покращили систему освіти і навчання цього року. 4. Зміни у нашому виробництві забезпечили робочі місця та товари для експорту. 5. Менеджери дійшли згоди створити нову стратегію просування компанії. 6. Вони успішно провели рекламну кампанію і тому обсяги продажу товару зросли. 7. Ми не завершили роботу вчасно і тому не отримали дивіденди. 8. Керівництво зосередило свою увагу на рівні життя своїх працівників. 9. Це підприємство вдало розмістило свої ресурси перш ніж розпочало виробництво нового товару. 10. Коли ціни на цей товар зросли, підприємці збільшили його виробництво.
Assignment 6. Choose the definition for each term. Use the glossary to help you:
1. iconic brand is …
a) is the best-selling brand in a particular market.
b) defined as having aspects that contribute to consumer’s self-expression and personal identity.
c) is transporting and storing.
2. no brand is …
a) a product that doesn’t have a brand associated with it; also known as a generic brand.
b) a production of a large number of products.
c) a surface in a store on which goods are displayed.
3. integrated marketing is …
a) standardizing and grading, financing, risk taking and securing market information.
b) a promise by a manufacturer or seller to repair or replace defective goods during a certain period of time.
c) the orientation of the whole organization towards its brand.
4. flagship brand is …
a) the brand for which a business is best known, and which represents its image most appropriately.
b) what a company produces, makes or offers.
c) the cost of a product.
5. own brand is …
a) a brand that is cheaper than its competitors.
b) the communication of information about the product with the goal of generating a positive customer response.
c) a brand that is made exclusively for the retailer that sells it; also known as an own-label brand or a private label brand.
6. brand name is …
a) a company’s items, brands, and products.
b) the name given to a product or a range of products – goods of a similar type that are marketed together.
c) adding further items in that part of a product range which a line already covers.
7. brand leader is …
a) the choice to represent a large feeling, which is not necessarily connected with the product or consumption of the product at all.
b) the function of marketing which involves extending credit to consumers, wholesalers, and retailers.
c) the best-selling brand in a particular market.
8. line-stretching means…
a) lengthening a product line by moving either up-market, i.e. making items of higher or lower quality.
b) where product is available and how it is distributedor means of getting the product or service to the customer.
c) lengthening a product line by moving either up-market, i.e. making items of higher or lower quality.
9. brand strategy shows …
a) how the brand will meet its objectives.
b) the means of informing people about the product or service.
c) refers to a consistent approach to brand behaviour and brand experiences across all possible touch points.
10. trade mark is …
a) a promise by a manufacturer or seller to repair or replace defective goods during a certain period of time.
b) the legal protection for the brand, its logo, and its brand name.
c) getting the product to the customer.
11. brand image is …
a) a symbolic construct created within the minds of people.
b) the highest qualification that a person has, such as a diploma or a degree.
c) a person whose responsibility is to identify the target market for products and services.
12. co-branding is …
a) the process by which an organization decides which market segments to serve.
b) standardizing and grading, financing, risk taking and securing market information.
c) two brands working together to create a new product.
13. premium brand is …
a) group of people, who follow the trends set by the early adopters.
b) a high quality brand, more expensive than its competitors.
c) the function of marketing which involves extending credit to consumers, wholesalers, and retailers.
14. brand personality is …
a) transporting and storing.
b) a complex activity that reaches into many aspects of an organization and its dealing with consumers.
c) the human characteristics associated with the brand.
15. brand manager is …
a) a person who is responsible for branding – creating, maintaining and building a brand.
b) group of people, who follow the trends that have been tested by the early majority.
c) is a brand that is made exclusively for the retailer that sells it; also known as an own-label brand or a private label brand.
16. brand vision talks …
a) the image of a typical consumer.
b) about the values the brand has today and the values it will need in the future, as well as the communication tools needed to achieve this.
c) the process of dividing the total market into several sub-markets (segments) that have similar characteristics.
17. brand promise is …
a) involves dealing with uncertainties about future consumer behavior.
b) a way of life that reflects a person’s value and attitudes.
c) the explicit promise the organization makes to its target audiences, including employees, about the quality and use of the brand.
18. line-filling is …
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| Grammar: Appendix 18 | | | Marketing Different Classes of Goods |