MARKETING VS. ADVERTISING: WHAT'S THE DIFFERENCE?

Для студентів, що навчаються за фахом

„Економіка підприємств”

КОНТРОЛЬНЕ ЗАВДАННЯ №1.

Для того, щоб правильно виконати завдання, необхідно засвоїти такі розділи курсу англійської мови за рекомендованим підручником:

1. Іменник. Множина.

2. Артиклі і прийменники як показники іменника.

3. Вираження відмінкових відносин в англійській мові за допомогою прийменників і закінчення –s. Іменник в функції означення та його переклад на українську мову.

4.  Прикметник. Ступені порівняння прикметників. Конструкції типу

the more … the less, the more … the more.Прислівник. Ступені порівняння прислівників.

5. Займенники: особові, присвійні, питальні, вказівні, неозначені, заперечні.

 6.Форма теперішнього (Present),минулого(Past)та майбутнього (Future) часу групи Simple (Indefinite) і Continuous активного стану дійсного способу. Відмінювання дієслів to be, to haveв Present, PastіFuture Simple. Наказовий спосіб і його заперечна форма.

7. Просте поширене речення: прямий порядок слів розповідного і спонукального речень в стверджувальній і заперечній формах, зворотний порядок слів питального речення. Зворот there + to be.

ЗРАЗОК ВИКОНАННЯ ДО ВПРАВИ №1

ЗРАЗОК ВИКОНАННЯ ДО ВПРАВИ №2

ЗРАЗОК ВИКОНАННЯ ДО ВПРАВИ №3

ЗРАЗОК ВИКОНАННЯ ДО ВПРАВИ №4

ЗРАЗОК ВИКОНАННЯ ДО ВПРАВИ №5

ВАРІАНТ 1

Вправа №1

            Виберіть правильну форму слова в однині або множині. Перекладіть   

        речення.

1. Mr. Davis has a lot of experience/experiences in accounting.

2. Mathematics was/were my favourite subject at school.

3. The team is/are all training hard for Saturday’s match.

4. My new watch/watches is too expensive.

5. Tina can’t see without her glass/glasses.

Вправа №2

            Поставте прикметник або прислівник в дужках у відповідну ступінь

        порівняння. Перекладіть речення.

1. I don’t go to that supermarket any more. This one is far (cheap).

2. (hard) he works, (successful) he becomes.

3. Is chemistry (difficult) than physics?

4. The jacket was by far (expensive) in the shop.

5. What city is (far) from Kyiv, Simferopol or Donetsk?

   Вправа №3

Виберіть правильний займенник. Речення перекладіть.

1. Chloe looks upset. She had an argument with her/hers colleague.

2. Did you switch the heating on? No. It switches itself/its on every morning.

3. This/That car over there belongs to the mayor.

4. ‘Where shall I put the shopping?’ “Put everything/everybody in the kitchen, please.’

5. The girl with which/whom he fell in love left him after a few weeks.

   Вправа №4.

Виберіть правильну форму звороту there is/there isn’t/there were/were there/there will be та перекладіть їх.

1. In this hotel for the business traveler interested in culture and history … … many attractions in a year or two.

2.  … … a café at the terminal.

3. I’m afraid … … a flight to Warsaw this afternoon.

4. … … any cinemas and museums in your city 100 years ago?

5. … … some messages for you yesterday morning.

 Вправа № 5.

               Виберіть правильну форму дієслова (Simple or Continuous Active).

           Перекладіть речення.

1. How do you spell/are you spelling business?

2. Last year we increased/were increasing  our sales by 15%.

3. I will go/ will be going to the city centre later. Can I get you anything?

4. BMW was selling/is selling Minis in China now.

5. I stay/am staying at the Ritz every time I’m in New York.

Вправа № 6

Перепишіть та перекладіть письмово 1-3 абзаци тексту.

Пояснення до тексту:

MARKETING VS. ADVERTISING: WHAT'S THE DIFFERENCE?

1.You will often find that many people confuse marketing with advertising or vice versa. While both components are important they are very different. Knowing the difference and doing your market research can put your company on the path to substantial growth.

2. Let's start off by reviewing the formal definitions of each and then I'll go into the explanation of how marketing and advertising differ from one another. Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers. Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

3. After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so let`s break it down a bit.

4. Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

5. The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

Вправа № 7

Дайте відповіді на запитання до тексту:

1.  What is the degree of similarity between the notions of marketing and advertising?

2. How can the notions of marketing and advertising be defined?

3. What components are involved in advertising?

4. What components are essential for marketing?

ВАРІАНТ 2

Вправа №1

            Виберіть правильну форму слова в однині або множині. Перекладіть   

        pечення.

1. Scientists do a lot of research/researches in order to find cures for various diseases.

2. A lot of money is/are spent on equipment every year, but the information collected is invaluable.

3. Some sheep was/ were grazing in the field.

4.  My sister washes her hair/hairs every day.

5. Mary Robinson is Ireland’s first woman/women president.

Вправа №2

          Поставте прикметник або прислівник в дужках у відповідну ступінь

          порівняння. Перекладіть речення.

1. What is (developed) country in the world?

2. I like living in the country. It’s a lot (peaceful) than in the city.

3. This computer is very old. I need something (modern).

4. I felt very ill last week, but I’m a slightly (good) now.

5. (much) electricity you use , (high) your bill will be.

Вправа №3

Виберіть правильний займенник. Речення перекладіть.

1. Mr and Mrs Ford must be rich. Theirs/Their car is very expensive.

2. Dad fixed the roof by himself/herself.

3. Those/These diamond earrings here are priceless.

4. He is rich. He can buy something/ everything  he wants.

5. What is the name of the girl who/whose car you borrowed?

Вправа №4.

Виберіть правильну форму звороту there is/is there /there were/were there/there will be та перекладіть їх.

1. … … also a sauna, a fitness centre, a tennis court and a spa in this hotel where you can relax.

2. … … any flights to Zurich last night?

3. … … any baggage?

4. … … some people in the room when I arrived.

5. … … an indoor swimming pool in this school.

Вправа № 5

         Виберіть правильну форму дієслова (Simple or Continuous Active).

     Перекладіть речення.

1. I like meetings but I don’t like/am not liking presentations.

2. Last December I visited/were visiting our major customers from big department stores in China.

3. Do you think Tom will be getting /will get a job?

4. Many Chinese people were learning/are learning English now.

5. I don’t usually deal/dealing with the paperwork.

Вправа № 6

Перепишіть та перекладіть письмово 1-3 абзаци тексту.

Пояснення до тексту:

FORMING A CORPORATION

1. A corporation is an independent legal entity owned by shareholders. Corporations are more complex than other business structures because they tend to have costly administrative fees and complex tax and legal requirements . Because of these issues, corporations are generally suggested for being established by larger companies with multiple employees.

2. For businesses in that position, corporations offer the ability to sell ownership shares in the business through stock offerings. “Going public” through an initial public offering (IPO) is a major selling point in attracting investment capital and high quality employees.

3. There are also some other advantages such as limited liability (shareholders’ personal assets are protected. Shareholders can generally only be held accountable for their investment in stock of the company) and corporate tax treatment (Corporations file taxes separately from their owners. Owners of a corporation only pay taxes on corporate profits paid to them in the form of salaries, bonuses, and dividends, while any additional profits are awarded a corporate tax rate, which is usually lower than a personal income tax rate).

4. A corporation is formed under the laws of the state in which it is registered. To form a corporation you’ll need to establish your business name and register your legal name. If you choose to operate under a name different than the officially registered name, you’ll most likely have to file a fictitious name (also known as an assumed name, trade name, or DBA name, short for "doing business as"). State laws vary, but generally corporations must include a corporate designation (Corporation, Incorporated, Limited) at the end of the business name.

5. To register your business as a corporation, you need to file certain documents, typically articles of incorporation. Some states require corporations to establish directors and issue stock certificates to initial shareholders in the registration process. Sometimes it is needed to contact state business entity registration office to find out about specific requirements in the state where you form your business. Once your business is registered, you must obtain business licenses and permits. Regulations vary by industry, state and locality.

Вправа № 7

Дайте відповіді на запитання до тексту:

1. What is a corporation?

2. What are the advantages of a corporation?

3. What are the peculiarities of registration of a company`s name?

4. What steps are required in order to register one`s business as a corporation?

ВАРІАНТ 3

Вправа №1

            Виберіть правильну форму слова в однині або множині. Перекладіть   

        pечення.

1. I think physics is/are a very interesting subject.

2.  Mr Jackson had a few unpleasant experience/experiences while living abroad.

3. There are lots of hair/hairs on your pillow.

4. Deer is/are large wild animals that can run very fast, eat grass and have horns.

5. Add a few leaf/leaves of fresh basil to the salad.

Вправа №2

           Поставте прикметник або прислівник в дужках у відповідну ступінь

       порівняння. Перекладіть речення.

1. (expensive) the hotel, (bad) the service.

2. It’s becoming (hard) and (hard) to find a job.

3. I like living near the city. It’s a lot (convenient).

4. We all agree that Miss Brown is (responsible) candidate for this position.

5. I can’t understand you. Could you speak a bit (slowly), please?

Вправа №3

Виберіть правильний займенник. Речення перекладіть.

1. Can you give my/me some more information?

2. I don’t want you to pay for me. I’ll pay for myself/my.

3. I’ll talk to the manager these/this week.

4. Everything/Everybody in this shop is half price.

5. A customer is someone whose/who buys something from a shop.

   Вправа №4.

Виберіть правильну форму звороту there is/is there /there are/there aren’t /there will be та перекладіть їх.

1. … … two restaurants in this hotel: one is authentic Chinese and the other offers a wide variety of international dishes.

2. … … any shops in this area.

3. … … a problem with my ticket?

4. … … a stopover in Frankfurt.

5. I’m glad … … a flight to Warsaw this afternoon.  

Вправа № 5

          Виберіть правильну форму дієслова (Simple or Continuous Active).

      Перекладіть речення.

1. We agree about most things but we aren’t agreeing/don’t agree about budgets.

2. On 6^th October I were making/made a presentation to Mr Lee’s sales staff on our products.

3. ‘Will you pass/be passing the post office when you go out?’ ‘ Yes, why?’

4. He is working/was working in the office when I met him last year.

5. Currently the fashion designers will be working/are working on next year’s designs.

Вправа № 6

Перепишіть та перекладіть письмово 1-3 абзаци тексту.

Пояснення до тексту:

LOANS IN FINANCE

1. In finance, a loan is a debt provided by one entity (organization or individual) to another entity at an interest rate, and evidenced by a note which specifies, among other things, the principal amount, interest rate, and date of repayment. A loan entails the reallocation of the subject asset(s) for a period of time, between the lender and the borrower.

2. Acting as a provider of loans is one of the principal tasks for financial institutions. For other institutions, issuing of debt contracts such as bonds is a typical source of funding. It also must be admitted that commercial or personal loans from financial institutions account for the most common form of financing.

3. There are several types of loans. A secured loan is a loan in which the borrower pledges some asset (e.g. a car or property) as collateral. Unsecured loans are monetary loans that are not secured against the borrower's assets.

4. Loans can also be long or short-term. Long-term loans are used for larger expenses or for fixed assets that are expected to be used for more than one year, such as property, buildings, vehicles, machinery, and equipment. Short-term loans are usually for a one-year term or less, and can include revolving lines of credit or credit cards. These are generally used to finance day-to-day expenses such as inventory, payroll, and unexpected or emergency items, and can be subject to a higher base interest rate.

5. There are also some atypical types of loans. For instance, demand loans are short term loans which do not have fixed dates for repayment and carry a floating interest rate which varies according to the prime lending rate. They can be "called" for repayment by the lending institution at any time. One more example is a subsidized loan (a loan on which the interest is reduced by an explicit or hidden subsidy).A concessional loan, sometimes called a "soft loan," is granted on terms substantially more generous than market loans either through below-market interest rates, by grace periods or a combination of both. They are usually made by foreign governments to developing countries.

Вправа № 7

Дайте відповідь на запитання до тексту:

1. How can the notion of a loan be defined?

2. How can you define the role of loans as a source of funding?

3.  What is the difference between a secured and unsecured loan?

4. What other types of loans are there in finance? Give their characteristics.

ВАРІАНТ 4

Вправа №1

            Виберіть правильну форму слова в однині або множині. Перекладіть   

        pечення.

1. A car is/are a means of transport.

2. I left some important paper/papers in my briefcase.

3. Try to eat plenty of fresh fruit/fruits.

4. They searched his luggage/luggages for illegal drugs.

5. Science dictionarys/dictionaries are books that explain the words and phrases used in a particular subject.

Вправа №2

              Поставте прикметник або прислівник в дужках у відповідну ступінь

          порівняння. Перекладіть речення.

1. Your English has improved. You speak a lot (fluently) than you did when we last met.

2. The damage to our company wasn’t so bad. It could have been (bad).

3. The suit case seemed to get (heavy) and (heavy) as I carried it along the road.

4.  He is (dangerous) criminal in the country.

5. It is one of (old) castles in Britain.

Вправа №3

Виберіть правильний займенник. Речення перекладіть.

1. In mine/my company junior employees often work more than 60 hours a week.

2. Some people are very selfish. They only think of them/themselves.

3. I’m really busy that/these days.

4. Every/Everyone citizen must pay taxes.

5. Beth works for a company who/that makes computers.

Вправа №4.

Виберіть правильну форму звороту there are/there aren’t/there was/there wasn’t /there will be та перекладіть їх.

1. … … much news in yesterday’s newspaper.

2. … … nearly 500 banks in our city.

3. … … some important information about American banks in the latest issue of the Financial Times.

4. … … a CD and video library in each room 10 years ago.

5. … … an excellent Thai restaurant next door in a few months.

Вправа № 5

               Виберіть правильну форму дієслова (Simple or Continuous Active).

           Перекладіть речення.

1. What time do you start/are you starting work?

2. What camera did you buy/ were you buying last year?

3. ‘Alan, can you take me to the airport this evening?’ ‘Of course I will be taking/will take you. I’d be delighted.

4. She is attending/was attending a course on finance these days.

5. He goes/is going to go abroad.

Вправа № 6

Перепишіть та перекладіть письмово 1-3 абзаци тексту.

Пояснення до тексту:

WHAT IS FRANCHISING?

1. A franchise business is a business in which the owners, or "franchisors", sell the rights to their business logo, name, and model to third party retail outlets, owned by independent, third party operators, called "franchisees".

2. To invest in a franchise, the franchisee must first pay an initial fee for the rights to the business, training, and the equipment required by that particular franchise. Once the business begins operating, the franchisee will generally pay the franchisor an ongoing royalty payment, either on a monthly, quarterly, or annual basis. This payment is usually calculated as a percentage of the franchise operation’s gross sales.

3. After the contract has been signed, the franchisee will open a replica of the franchise business, under the direction of the franchisor. The franchisee will not have as much control over the business as he or she would have over their own business model, but may benefit from investing in an already-established, name brand.

4. Generally, the franchisor will require that the business model stay the same. For example, the franchisor will require the franchisee to use the uniforms, business methods, and signs or logos particular to the business itself. The franchisee should remember that he or she is not just buying the right to sell the franchisor's product, but is buying the right to use the successful and tested business process. The franchisee will also usually have to use the same or similar pricing in order to keep the advertising streamlined. Aside from using the business model determined by the franchisor, the franchisee will otherwise remain an independent owner of the franchise.

5. While there are many benefits to investing in an already-successful franchise business model, there are drawbacks as well. In addition to the lack of independence, franchisees must be careful to balance restrictions and support provided by the franchisor with their own ability to manage their business. A damaged, system-wide image can result if other franchisees are performing poorly or the franchisor runs into an unforeseen problem. Moreover, the term (duration) of a franchise agreement is usually limited and the franchisee may have little or no say about the terms of a termination.

Вправа № 7

Дайте відповідь на запитання до тексту:

1. How can you define the notion of a franchise business?

2. What are the peculiarities of payment for a franchise?

3. What are the advantages of franchising?

4. What are the disadvantages of franchising?

ВАРІАНТ 5

Вправа №1

            Виберіть правильну форму слова в однині або множині. Перекладіть   

        pечення.

1. The news isn’t/aren’t encouraging, I’m afraid.

2. The jury are/is all staying at the Park Hotel.

3. Designer cloth/clothes are very expensive.

4. I don’t really listen to the radio/radios very much.

5. Mark was standing just a few foot/feet away from me.

Вправа №2

       Поставте прикметник або прислівник в дужках у відповідну ступінь

       порівняння. Перекладіть речення.

1. This is (difficult) decision I’ve had to make for years.

2. (many) goods you sell, (much) profit you’ll make.

3. Maybe he would worry (little) if he understood the situation.

4. There is a bus stop near my new house, so it’s (convenient) than before because I don’t have to take my car to work.

5. People use their cars more frequently than they need to even though public transport is (fast) and (cheap) than it was in the past.

Вправа №3

Виберіть правильний займенник. Речення перекладіть.

1. Ours/Our  firm changes all the time and every month some employees lose their/theirs jobs.

2. Mr Thomas has to type his letters himself/herself because he doesn’t have a secretary.

3. Those/This man is the President of two of the world’s biggest car makers: Renault and Nissan.

4. Each/Everyone member of the football team must sign a contract.

5. What was the name of the man who/which lent you money?

 Вправа №4.

Виберіть правильну форму звороту there are/are there/there was/there wasn’t /there won’t be та перекладіть їх.

1. … … any meeting rooms in the hotel?

2. … … any buses from the airport to the city centre tomorrow.

3. Are there any restaurants near the conference centre? Yes, … … .

4. The meeting room was large but … … space for 200 people.

5. … … an international school near where we lived.

Вправа № 5

          Виберіть правильну форму дієслова (Simple or Continuous Active).

      Перекладіть речення.

1. I am going/go to all staff meetings.

2. I am having a bad day because I wasn’t getting /didn’t get to the bank on time, and I didn’t phone/weren’t phoning the suppliers.

3. This time next week Jim will have/ will be having  a holiday.

4. Jackie was talking/is talking  to a customer when his friend saw him.

5. When Mick and Charlie were leaving/left the bank, the police surrounded/were surrounding  them.

Вправа № 6

Перепишіть та перекладіть письмово 1-3 абзаци тексту.

Пояснення до тексту: