Back to the drawing board - с чистого листа, начать сначала

bait and switch - реклама с исчезающей приманкой (чрезвычайно выгодных цен или условий покупки для привлечения покупателей в магазин, где выясняется, что приобрести товар на объявленных условиях затруднительно, а то и невозможно)

ball is in somebody's court - теперь Ваш ход, мяч на Вашей стороне

beat around the bush - ходить вокруг, да около; темнить

bend over backwards - из кожи вон лезть, стараться изо всех сил

big picture - картина \ ситуация в целом

 

C

Corner the market - монополизировать рынок

cry over spilt milk - думать о вещах, которые уже изменить нельзя

 

F

From the ground up - начинать с нуля

 

G

get something off the ground - воплощать в жизнь

get your head around it - понять и принять

give the benefit of the doubt- поверить на слово, не делать поспешных выводов

go down the drain - окончиться провалом, рухнуть

go the extra mile - делать возможное и невозможное, прыгнуть выше головы

 

H

hear on the grape vine - сорока на хвосте принесла, дошел слух

 

I

in a nutshell - в двух словах, если вкратце

in the driver's seat - иметь преимущество

It ’ s not rocket science - на это большого ума не надо; Тоже мне бином Ньютона

 

J

jump on the bandwagon - примкнуть к большинству

 

K

keep one's eye on the ball - держатьносповетру

 

L

leave no stone unturned - ничего не оставит без внимания

Learn the ropes - узнать досконально

 

 

M

monkey business - валяние дурака, мошенничество

 

N

not going to fly - несработает

 

O

on the same page - бытьединогомнения

once in a blue moon - после дождичка в четверг, очень редко

 

P

put the cart before the horse - бежать впереди паровоза, начать не с того конца

R

rock the boat - накалять страсти, обострять ситуацию

S

same boat - в одной лодке, вынуждены действовать сообща

see eye to eye - находить общий язык

shoot something down - разнести в пух и прах

smooth sailing - идти как по маслу

stand one's ground - стоять на своем

step up your game - расти над собой, подняться на более высокой уровень

 

T

take the bull by the horns - взять быка за рога, действовать решительно

The bottom line - решающийфактор

the elephant in the room - головная боль, проблема, о которой все знают, но предпочитают игнорировать

think outside the box - мыслить нестандартно

 

U

up in the air - остается неясным, под вопросом

uphill climb - трудно достижимый

 

KEYS

Unit I

What is Marketing

Reading

I 1-h; 2-e; 3- j; 4-m; 5-q; 6-k; 7-o; 8-n; 9-a; 10-p; 11-d; 12-c; 13-i; 14-f; 15-l; 16-g; 17-b

 

Comprehension

II        1-F; 2-T; 3-T; 4-F; 5-T; 6-F; 7-F

 

Vocabulary Development

I.          1-d; 2-f; 3-e; 4-h; 5-g; 6-c; 7-b; 8-a

III.            1. In common usage

                2. at an agreed price

3. an active process of “going to market"

4. the simplest way to define marketing

5. processes for creating, communicating, delivering and exchanging offerings

6. to meet customer needs

7. the art and science of choosing target markets

8. the benefits to the consumer exceed the costs of the product

9. customer satisfaction happens AFTER the purchase

10. to become a repeat customer

 

IV.             1-c; 2-e; 3-a; 4-b; 5-d

 

 

Language Development

II.               1.research and planning.

      2.decision to purchase

                3.using marketing mix.

                4.consumer’s decision-making process.

                5.refers to

                6.choose your product

                7.purchase

              8.underpriced

                9.overpriced and unnecessary

              10.consumer demand

              11.direct sales and wholesalers

              12.anintermediary

              13.distribution network

              14.transaction

              15.different from the competitors

              16.public relations

Unit II Globalization

Reading

I.                1-e; 2-g; 3-j; 4-q; 5-n; 6-h; 7-d; 8-a; 9-l; 10-m; 11-b; 12-p; 13-r; 14-o; 15-k;   16-f; 17-i; 18-c

 

Comprehension

II. 1- T 2 - F 3 - T 4 - T 5 - F 6 - F 7 - T  

 

Vocabulary Development

I. 1- d 2- g 3- a 4- f 5- b 6-i 7- c 8- e 9- h 10- k 11- j

III. 1. people across the globe

2. the aim of

3. in terms of

4. to seek

5. an advantage over

6. drive behind

7. at increasingly

8. increase in trade

9. keen competition

10. the latter

11. adopt

12. outsource cheaper

IV. 1-e; 2-a; 3-d; 4-b; 5-c

 

Language development

II. 1.of marketing principles

2.to undertake the marketing activities

3.price

4.go international or not

5.HugeMarketShare

6. Exports

7.and selling of goods

8.Global web Strategy

9.read the detailed information

10.Licensing and Franchising

11.over the licensee

12.Joint Ventures

13.Direct Investment

14.political, social, technological, cultural

UNIT III Marketing Strategy

Reading

I. 1-e; 2-g; 3-a; 4-i; 5-b; 6-j; 7-c; 8-d;   9-h; 10-f

 

Comprehension

II. 1- F; 2-F; 3-T; 4-T; 5-T; 6-F; 7-T

 

Vocabulary Development

 I.               1-h; 2-i; 3k; 4-a; 5-f; 6-j; 7-e; 8-d; 9-c; 10-b; 11-g

III. 1. competitive

2. achieve

3. taking account

4. customer attitudes

5. advantage over

6. on specific dimensions

7. aligned with

8. employed to carry out

IV. 1-d; 2-f; 3- a; 4-g; 5-b; 6-e; 7-c

 

 

Language Development

II.                1- business objectives and goals

2- align with the group

3- to increase web traffic

4- reach your target audience

5- measure the effectiveness of this strategy

6- accurately ensure the results are greater

7- to define milestones

8- obstacles that could impact success

 

Unit IV Market Segmentation

Reading

I. 1-h; 2-f; 3-e; 4-d; 5-a; 6-g; 7-c; 8-b

 

Comprehension

II. 1 F 2 F 3 T 4 T 5 F 6 F 7 T

 

Vocabulary Development

I. 1-d; 2-f; 3-k; 4-h; 5-j; 6-i; 7-c; 8-b; 9-e; 10-g; 11-a

III. 1- through; 2- with; 3- to; in; 4- to;  5- into; 6- to; 7. from; 8- X; 9-for;

                  10-from; 11- on; 12-on

IV.              1- f; 2-c; 3-g; 4-a; 5-b; 6-d; 7-e

 

Language Development

II. 1.products

2.gender stereotypes

3.worth an estimated   

4.initiatives

5.core values

6.giving back to community

7.entirely without the use

8.local economies

9.assume that

10.to purchase goods from

11.research and information

12.socially responsible

13.are shared by

 

Unit V Brand

Reading

I. 1-f; 2-i; 3-h; 4-j; 5-a; 6-k; 7-c; 8-e; 9-g; 10-d; 11-b

Comprehension

II.                      1-F; 2- T 3-T; 4-F; 5-F; 6-F; 7-T

 

Vocabulary Development

I.                        1-h; 2-a; 3-f; 4-g; 5-c; 6-e; 7-b; 8-d

III. 1. According to

2. simple

3. concoctions

4. simplify

5. holds

6. distinguish

7. psychological trigger

8. tangible and intangible

9. likelihood

10. vehicle

11. benefit from

IV.                1-d; 2-a; 3-f; 4-c; 5-g; 6-e; 7-b

 

 

Language Development

 

II.       1.to turn out

2.technologists to insert brands throughout

3. branded content

 4. Social media

5.meaningful consumer interest

6.has been repackaged

7. short-form storytelling

 8.brands to buy fame

9. ever-more-spectacular

10. from the crowd.

 

Unit VI Advertising

Reading

I.        1-d; 2-m; 3-f; 4-h; 5-a; 6-k; 7-i; 8-c; 9-p; 10-j; 11-o; 12-b; 13-e; 14-n; 15-g; 16-l                      

 

Comprehension

II. 1.T 2. F 3.F 4.T 5.F 6.F 7.T

 

Vocabulary Development

 

I. 1-c; 2-d;  3-a; 4-f; 5-b; 6-e

III. 1.of

2. for

3. to

4. towards

5. to

6. in

7. for

8. from

9. up with

10. for

IV.   1-e; 2-a; 3-d; 4-b; 5-f; 6-c

 

 

Language Development

II.          1.the marketing mix.

2.place

3.figuring out the right price

4.align with the other

5.through a variety of media

6.your target audience

 7.boundaries and objectives

8. Counter the claims of competitors

9.to publish print advertising

10.isn’t the best choice