Flexibility in marketing in the process of promotion of goods is a very important feature. The history proves it.
It was the failure of Henry Ford to compromise, to be flexible enough that almost brought his company's downfall.
Once his Model T was very popular on the car market in the USA. Every American wanted to have it.
Time changes things. There appeared General Motors. Marketing researches were carried out concerning likings of Americans at that time, introduction and promotion of General Motors cars. The price was set right. But the main thing was that the producer changed the product itself. They took into account the wants, needs and likings of consumers of that time. The fact is the consumer wanted a range of cars in many colours (including pink and violet).
In addition, they carried out a good advertising campaign. The result was that most Americans began to buy more and more General Motors cars, for all that the quality of Henry Ford's cars remained very high. Just Americans no longer wanted the drab old Model T. They could afford in those years something newer, brighter in colours and more modern.
In short, Henry Ford broke (violated) one of the principles of Marketing Mix. He did not try to change the product in the face of competition from General Motors. From that time on Henry Ford lost his number one position, the position he has never managed to regain.
Questions
1. In what years did Henry Ford have number one position in American cars market?
2. In what years did General Motors begin to produce cars?
3. Was Henry Ford popular only in the US market in his time or in some foreign markets as well?
4. Give some examples in English. These must be some stories or facts about well-known companies.
15. Read the following text and make up as many instructions and recommendations as possible while designing a new supermarket. Think of different marketing strategies as well, to make customers spend a lot of money when entering a shop.
The Tricks of the Trade
When you walk into a shop you are no longer in control of your senses - or your money. There are a lot of techniques to make you buy more and more and spend more and more. It's all psychology very cleverly administered. Just one or two examples of this are:
1. In a supermarket you'll find the entrance on one side and you wheel your trolley all through the store to find the exit. In the meantime, you see the whole choice of goods.
2. Alcohol, soft drinks, cakes and other "naughty products" are farthest from the entry.
3. Items bought together are often at opposite ends of the store to encourage you to wander around.
4. The hottest selling shelf space is the chest high one; you can see and reach the goods easily.
5. Most shoppers in a supermarket buy bread, so the bakery is away from the door.
Make up your sentences like this:
We must have soft music in the store to make people feel happy.
1....................................................................................................
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2....................................................................................................
3....................................................................................................
4...................................................................................................
5....................................................................................................
6....................................................................................................
7....................................................................................................
Make up a dialogue "Modernization of our supermarket".
Translation 16. Translate the fragments from the text-book "".
I ʳ .
- ' , , , , , ( ).
- , (.).
, - , , "" , , , , , , .
"" . , - , , , .
, :
, ;
( ), ' , , (볺);
, , " ";
;
, , ;
, , .
, - , - .
II .
: , , , , , , , , .
' , ' . :
̳ - .
- , ' .
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, .
- - , ' , , .
- - . .
- , , - [ - , (, , , ) , ].
- ( ) ( ).
() , .
III
| '. |
1. prerequisite\precondition
2. leveling balansing
3. sales
4. sale
5. persuasion
6. feedback
7. persuasiveness
A. - , , , , - .
- , :
- ;
- (1) - ;
- , ;
- ;
- (2) .
B. - , (3) (4), 㳿 .
C. - , , (5) .
| . | ||||
| . | ||||
| . | ' (6) | |||
| . . () | . . | |||
| . . . | . | |||
| ) | '. (7). | |||
.., .. "", , 2001
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23
Text A: Exchanges
Grammar: The Past Indefinite Tense Participle II Pronouns
Text : The God of Commerce
Translation: ( )
Communication based on the active vocabulary Disagreement
Text A
Vocabulary 1. Read the following words and word combinations and learn their meanings by heart:
an exchange - , a stock exchange - a commodity exchange - a labour exchange - a rate of exchange - an exchange business - a rule a broker- securities a bond - a council a trading floor - a fixed rate - an ordinary share - , an instalment an exchange trade - a penny , a preference - , a preference share a fixed income - to go bankrupt in full - , a deal - , to deal - ; ; ; unlisted securities - to be listed - restructure - gilts - Gilt-Edged Securities = gilts a stock market - a redemption date - a fund - , , funds to fund money to refund money - spending -
2. Read and translate the text and answer the questions following it:
Text A
EXCHANGES
I
What is an exchange? It is an organised meeting of people in an appointed place to buy and sell. Certain rules govern the trading there and the members of exchange are called brokers.
There are the two types of exchanges known as the commodity exchange and the stock exchange.
Commodity exchanges were established with the aim of trading cotton, wool, timber, wheat, skins and many other commodities. Among well-known commodity exchanges are the Board of Trade in Chicago trading corn, the New York Coffee and Sugar Exchange. The world-known is British Metal Exchange trading metal, the Wool Exchange trading wool, Hatton Garden trading diamonds, Beaver House trading furs. The Baltic Exchange is a large grain market. In Japan there is the Tokyo Commodity! Exchange for Industry. I
Stock exchanges are such places where securities, stocks and bonds areA sold and bought. It should be noted that the fluctuation of prices on exchanges influences the prices of various commodities on the world market.
The business of buying and selling on stock exchanges is called dealing, while a transaction is called a deal.
The most famous stock exchanges are the New York Stock Exchange, the Royal Exchange in London, the Tokyo Stock Exchange, the Osaka Securities Exchange, the Australian Stock Exchange, the Sydney Futures exchange and others.
The governing body of a stock exchange is, as a rule, the Council, which is elected by the members. A large stock exchange has the main trading floor in some large city and some other cities and towns. Say, the stock exchanges of the United Kingdom and the Irish Republic amalgamated in 1973. Since that time it is known as "The Stock I Exchange". The main trading floor and central administration of it is in London, however, there are trading floors in Glasgow, Liverpool, Manchester, Birmingham, Dublin and Belfast.
I
Before you invest in the stock market, you need to know the meaning of a few basic terms. Let us consider them.
What is a stock? The term "stock" means stock market holdings which pay a fixed rate of interest. But in day-to-day dealings, the words stocks, shares, equities and securities mean pretty much the same thing.
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Ordinary shares. If you invest in the stock market, you will almost always be dealing with what are known as ordinary shares. You may come across some other types of shares. These include the following:
Partly-paid shares. Companies may issue partly-paid shares, which allow you to pay for the shares in instalments. You can only sell partly-paid shares if all of the instalments are up to date. If you miss an instalment, you will lose your shares and any money you have already paid.
Penny shares. These are shares which have a low price. They usually cost less than 15 pence each. They can be very risky investments, but if the price rises you may make a great deal of money.
Preference shares. These shares earn a fixed income. You will receive any dividends before the people who hold ordinary shares in the same company. If a company becomes bankrupt, preference shareholders are paid first, after all the creditors have been paid in full.
Unlisted securities. Companies which are not big enough to be listed on the Stock Exchange, or which do not want to pay to be listed, can be sold on the Unlisted Securities Market (USM). The Stock Exchange restructured the USM in the mid 1990s.
Gilts. Gilts, or Gilt-Edged Securities, are securities issued by the British government which have a fixed rate of interest (usually for a set term) and are sold on the stock market. The money that they raise helps to fund government spending. They can be:
* longs, with a redemption date (date when the government pays back the money) more than fifteen years away;
* mediums, with a redemption date between five and fifteen years away;
* shorts, with a redemption date of five years away or less.
Questions I
1. What is an exchange?
2. What two types of exchanges do you know?
3. What do you know about commodity exchanges? Name some of them.
4. What is the difference between commodity and stock exchanges?
5. Can you name the most famous stock exchanges?
II
1. What is a stock?
2. What types of shares do you know?
3. Can you explain the difference between ordinary and preference shares?
4. Do you see the difference between partly-paid shares and penny shares?
5. What is the idea and purpose of the Unlisted Securities Market?
6. Who issues gilts?
7. What kind of gilts do you know?
Give the Ukrainian equivalents for the following words and word combinations:
buying and selling, an appointed place, a commodity exchange,;i stock exchange, fluctuation, to influence, various commodities, a broker a transaction, a deal, dealing, securities, ordinary shares, partly-paid shares, penny shares, an instalment, a preference share, a shareholder, a fixed rate, a low price, to earn a fixed income, gilts.
4. Arrange the words in pairs of synonyms:
trade, stocks, commerce, types, shares, kinds, to deal with, to be connected with, main, goods, chief, commodities.
GRAMMAR
The Past Indefinite Tense
It denotes an action performed within a period of time which is over. The Past Indefinite is formed by adding -ed or -d to the stem of regular verbs only. For example, to work - worked.
Irregular verbs form this tense in a different way.
5. Learn the forms and meanings of the following irregular verbs: ______________________
| Infinitive | II Past Indefinite | III Past Participle | Participle | |
| arise | arose | arisen | arising | |
| bear | bore | born | bearing | |
| become | became | become | becoming | , |
| begin | began | begun | beginning | |
| bind | bound | bound | binding | , ' |
| bite | bit | bit | biting | |
| bleed | bled | bled | bleeding | ' |
| blow | blew | blown | blowing | |
| break | broke | broken | breaking | |
| breed | bred | bred | breeding | |
| bring | brought | brought | bringing | |
| buy | bought | bought | buying | |
| catch | caught | caught | catching | , |
| choose | chose | chosen | choosing | , |
| come | came | come | coming | |
| dig | dug | dug | digging | , |
| do | did | done | doing | |
| it raw | drew | drawn | drawing | , |
| dream | dreamt | dreamt | dreaming | . |
| drink | drank | drunk | drinking |
| drive | drove | driven | driving | , | |||||
| eat | ate | eaten | eating | ||||||
| fall | fell | fallen | falling | ||||||
| feed | fed | fed | feeding | ||||||
| feel | felt | felt | feeling | ||||||
| find | found | found | finding | ||||||
| flee | fled | fled | fleeing | ҳ, | |||||
| fly | flew | flown | flying | ||||||
| fight | fought | fought | fighting | , | |||||
| forget | forgot | forgotten | forgetting | ||||||
| get | got | got | getting | , | |||||
| give | gave | given | giving | ||||||
| grow | grew | grown | growing | , | |||||
| hang | hung | hung | hanging | ³, | |||||
| hear | heard | heard | hearing | ||||||
| hide | hid | hidden | hiding | ||||||
| hold | held | held | holding | ||||||
| keep | kept | kept | keeping | , | |||||
| know | knew | known | knowing | ||||||
| lead | led | led | leading | ||||||
| leave | left | left | leaving | ||||||
| light | lit | lit | lighting | , | |||||
| lose | lost | lost | losing | , | |||||
| mean | meant | meant | meaning | , | |||||
| meet | met | met | meeting | ||||||
| read | read | read | reading | ||||||
| ride | rode | ridden | riding | ||||||
| rise | rose | risen | rising | ||||||
| run | ran | run | running | ||||||
| say | said | said | saying | ||||||
| see | saw | seen | seeing | ||||||
| sell | sold | sold | selling | ||||||
| shake | shook | shaken | shaking | ||||||
| shine | shone | shone | shining | , | |||||
| shoot | shot | shot | shooting | ||||||
| sing | sang | sung | singing | ||||||
| sink | sank | sunk | sinking | ||||||
| sit | sat | sat | sitting | ||||||
| sleep | slept | slept | sleeping | ||||||
| speak | spoke | spoken | speaking | , | |||||
| spring | sprang | sprung | springing | ||||||
| stand | stood | stood | standing | ||||||
| steal | stole | stolen | stealing | ||||||
| strike | struck | 'striken 2struck | striking | , | |||||
| strive | strove | striven | striving | , | |||||
| swear | swore | sworn | swearing | ||||||
| swim | swam | swum | swimming | ||||||
| take | took | taken | taking | ||||||
| teach | taught | taught | teaching | , | |||||
| tear | tore | torn | tearing | , | |||||
| tell | told | told | telling | ||||||
| think | thought | thought | thinking | ||||||
| throw | threw | thrown | throwing | , | |||||
| understand | understood | understood | understan ding | ||||||
| wear | wore | worn | wearing | , | |||||
| weep | wept | wept | weeping | ||||||
| win | won | won | winning | ||||||
| wind | wound | wound | winding | , | |||||
| write | wrote | written | writing | ||||||
' 6. Give ten examples with some verbs used in the Past Indefinite, an affirmative form. Using some of the verbs given above point out what word combinations or phrasal verbs may be used as economic terms. Pattern:
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1. write off ();
2. take over ;
3. get paid
4. sell a bear
7. Give ten or more examples with verbs used in the Past Indefinite, an interrogative form (5 sentences), and a negative form (5 sentences). Pattern:
| Infinitive | Past Indefinite | ||
| affirmative | interrogative | negative | |
| to think | I thought | Did I think? | I didn't think |
| Participle II Remember the forms and functions of Participle II | ||
| Participle II | ||
| Forms | Functions | Examples |
| 䳺: | An Attribute | The developedmachinery was on the exhibition in |
| Infinitive | Lviv. | |
| 6es "to"+ ed | A book takenfrom the library is about Stock Exchange. | |
| formulate+ ed formulated |
䳺:
. .. 䳺 to take, taken.
An Adverbial Modifier
A Part of the Predicate
When translated the article will be given to the specialists.
They have discussed the
problems on Statistics. These shares are sold in instalment.
8. Read the story and put in the verbs, either in the Present Perfect,
the Past Indefinite or with "used to ".
"Used to" is translated as " " ( past!), "dyecuio".
For ex:
I.Then he used to take the bus. - ( )
.
1. We used to see our friends often. - , ,
.
Bonnie & Clyde
Perhaps, you (hear) already about this story.
Bonnie Parker and Clyde Champion Barrow (meet)................................... in Texas in anuary, 1930. At the time Bonnie was 19 and married to an imprisoned murderer; Clyde was unmarried. Soon after he was arrested for ii burglary and sent to jail. He escape)........................................................... using a gun Bonnie had smuggled to him, was recaptured and as sent back to prison. Clyde was free again in February, 1932, (rejoin) Bonnie, and (resume)....................................................................................................... a life of crime. hey (move) from one place to the other in the US ecause sooner or later there (be)..................... always something which made them leave fairly urgently. They (rob)........................................................................... banks, (steal) cars or (kidnap) people but murders and burglaries also (be).................................................................. among the crimes they committed together.
In 1933 Ivan M. 'Buck' Barrow, brother of Clyde (join)................................... them bringing his wife, Blanche. Together with William Daniel Jones their group numbered five persons. This gang (start) a series of bold robberies which (make)........................................................................................................ headlines across the country. They (escape)............................................................................................................... capture in various encounters with the law but during a shootout with police in Iowa in 1933, Buck Barrow was fatally wounded and Blanche was captured. The searching job of the FBI (be)....................................................... always active. This time the activities of the FBI (be).................................................................................................... vigorous and ceaseless. Every due was followed. Wanted notices, fingerprints, photographs, descriptions, criminal records and other data about the gang (be)....................................................................................................... distributed to all officers for years without any results. Then in May 1934 it was learned that Bonnie and Clyde had staged a party at Black Lake, Louisiana on the night of May 21 and were due to return to the area two days later.
Before dawn on May 23, 1934 a group of police officers from Louisiana and Texas (hide) themselves in bushes along the highway near Sailes, Louisiana. In the early daylight, Bonnie and Clyde (appear) in a car and when they (attempt) to drive away, the officers
(open) fire. Bonnie and Clyde were killed instantly.
10. Form Participle II of the following verbs:
Pattern: to study studied; to see seen.
To tell, to speak, to lock, to accompany, to drink, to feel, to translate, to give, to find, to choose, to surpass, to leave, to do, to secure, to build, to keep, to conduct, to send.
11. Translate into Ukrainian. Define the forms and functions of Participle II. 1.These are the shares (stocks) bought last week. 2.Some securities were sold at the Exchange.
3.The broker has broken some rules of such exchange businesses. It's unfair. 4.The found penny was nothing, but it was like a good omen () for him. 12. Replace the Infinitives in brackets by the Present Indefinite or the Past Indefinite.
1.Two weeks ago we (to invest) in the stock market. 2.Our company regularly (to issue) partly-paid shares now. 3.1 know that penny share always (to have) a low price. 4.1t was last year. Those shares (to earn) a fixed income. 5.1 did not know that the company you (to work) at (to go) bankrupt. 6. Robert and Lora are managers of the middle level at the ABB company. They (to earn) a great deal of money.
7.The brokers of the Stock Exchange in London usually (to make) a great deal of money.
8.The London Stock Exchange (to have) trading floors in Liverpool, Glasgow, Dublin and other British cities. 9.Three years ago the turnover of our company's securities (to be) very high.
10. Surely you (to think) that the New York Stock Exchange is the largest in the world.
11.... you (to visit) Beaver House with us?
12.... the fluctuation of prices (to influence) prices on the world market?
13. Translate and complete the following sentences using the proper forms of the Past Indefinite or Participle II of the verbs.
to get - to receive
1. ............................
2. .............................
To begin - to start
3. 6-12 ..............................
4. , ...........................
to leave
5. ........................
6. ........................
7. ³ ..........................
to take care (of)
8. , ,...........................
9. ..............................
to recommend
10. ......................
.....................
11. .............................
12.................... ..........................
to write
13. .......................
14. ,.........................
to sell
15. ,.........................
16..................... .
Negative Pronouns
Most of the indefinite pronouns (see Unit 5) correspond to negative pronouns.
Some No, none.
Something Nothing
Somebody Nobody
Someone None
Both No one
Either Neither
If a sentence has a negative pronoun then the verb is used in an affirmative form.
For example:
Nothing special happened to my friends that day.
ͳ .
14. Translate the sentences paying attention to negative pronouns.
l.None of us can work at a trading floor. Exchange trade demands special
knowledge and skills.
2.No one asked a question about new requirements concerning
Securities.
3.Martin thought nothing but Lilly, so wonderful girl she was.
4.Neither was wise enough to forget the past and reconcile.
5.Neither of them was good to work as a middleman.
15. Translate sentences using indefinite, negative, personal, demonstrative,
conjunctive (relative) pronouns.
1. .
2. .
. 20 , - .
4. .
5. ?
6. ?
7. .
8.ͳ .
9.- (-) .
. , .
16. Complete the following proverbs and sayings with the help a pronouns.
Give their Ukrainian equivalents.
For example:
Money can H buy.... 1 .His
2.Every thing
Money can't buy everything. He .
1.... never know what you can do till... try. 1. any
2.... blind man can see it. 2. his
3. The leopard can not change... spots. 3. you (2)
4.... is well that ends well. 4. all
5. As... make your bed, so... must lie on it. 5. none,those
6.... cloud has a silver lining. 6. you (2)
7.... so blind as... who won't see. 7. another
8. One good turn deserves... 8. every
9. You can't eat... cake and have... 9. your, it
17. Translate from Ukrainian into English.
1. ij .
2. .
3. ͳ .
4. .
5. " ".
6. ?
7. , .
8. ̳ .
9. ? 18. Read, translate and discuss the text:
