BRANDING. Assignment 11. Generate other forms of the following words

Noun Verb Adjective

Assignment 11. Generate other forms of the following words. Make up 5 sentences with them.

------- simplify --------

------- -------- legal

difference -------- --------

-------- -------- specific

-------- initiate --------

competition -------- --------

Assignment 12. Insert the prepositions from the box below.

of (4); upon (1); from (3); for (1); to (1); without (1); by (1); in (1)

The success …any business or consumer product depends … target market’s ability to distinguish their products … the competitors’.

A brand is a name, term, symbol design or combination that identifies a seller’s products and differentiates them... competi­tors’ products. A brand name is that part … a brand that can be spoken, including letters (GM); words (Chevrolet); and numbers (WD-40). The elements... a brand that cannot be spoken are called the brand mark – … example, the well-known Mercedes Benz and Delta Airlines symbols. A trade-mark is a legal term indicating the owner’s exclusive right to use the brand or part... the brand. Moreover, others are pro­hibited … using the brand … permission.

According … common law, trademark rights can be acquired … using the

mark … marketing a good or service.

Assignment 13. Logically organize the following sentences to make up the text. The first sentence is given to you. Give the title to the text.

1. A basic decision in marketing products is branding.

2. Some brand names can be spoken, such as a Big Mac hamburger.

3. The CampbellSoup Company is the trade name of that firm.

4. In branding an organization uses a name, phrase, design, symbols, or a combination of these.

5. A trademark identifiesthat a firm has legally registeredits brand name or trade name.

6. Other brand names cannot be spoken, such as the rainbow-coloured apple (the logotype or logo) that Apple Computer puts on its machines and in its ads.

7. A brand name is any word, “device” (design, sound, shape, or colour), or combinations of these used to distinguish a seller’s goods or services.

8. A trade name is a commercial, legal name under which a company does business.

9. It helps to identify its products and distinguish them from those of competitors.

10. So the firm has an exclusive use, thereby preventing others from using it.

Assignment 14. Translate into English.

1. Фірма не може ідентифікувати свою продукцію без наявності торговельної назви марки. 2. Елемент марки, що не є словом, але часто є значком або малюнком, називається символом марки. 3. Щоб захистити символ марки, компанія повинна зареєструвати її у відповідному патентному бюро. 4. Існує три категорії марок: марка виробника, марка торговельного посередника та узагальнена марка. 5. Споживачі легко розпізнають відомі марки товарів. 6. Марка виробника зазвичай вимагає від виробника залучення до процесу розповсюдження, просування та прийняття рішень щодо ціни. 7. Фірми, що намагаються захистити свою марку в інших країнах, часто стикаються з проблемами, тому що в багатьох країнах реєстрація марки неможлива.

Grammar: Participle: forms and functions

Дієприкметник (Participle) – це безособова форма дієслова, що поєднує властивості дієслова та прикметника. Як дієслівна форма дієприкметник має форми активного та пасивного стану (Active or Passive):

e.g. writing ( Present Participle Active) – being written (Present Participle Passive)

та вказує в реченні на часове відношення до дії, позначеної присудком: одночасні ці дії чи одна передує іншій:

e.g. While writing the report she used the latest data (Present Participle –одночасність дій). – Having written the report she sent it to the Board of Directors (Perfect Participle – передування дії).

В реченні дієприкметник виконує функції, що властиві прикметнику (означення, обставина), а також функції, що властиві дієслову (предикатив)

Форми дієприкметника	Active Voice	Passive voice
Present participle	signing	being signed
Past participle	- - - - - -	signed
Perfect participle	having signed	having been signed

Функції дієприкметника:

1) частина присудка

e.g. They are signing the contract. The contract was signed.

They have signed the contract. The contract has been signed.

2) означення

e.g. The manager signing the contract represents our company.

The contract signed yesterday is very profitable.

3) обставина (часу, причини, способу дії)

e.g. Signing the contract they confirmed mutual responsibilities.

Having signed the contract we agreed to meet in a year.

Assignment 15. Make up 5 sentences from each table.

I	bought	consumer goods	guaranteeing high salaries
He/she	produced	equipment	being advertised
We	sold	a product	providing high efficiency
Yo	offered	new goods	satisfying the customers’ needs
They	supplied	a good job	being in great demand

I	bought	the opportunities	made by the manager
He/she	introduced	for the goods	delivered by this firm
We	discussed	some goods	bought on hire purchase
Yo	evaluated	new products	offered by the contract
They	paid	the decisions	produced by this company
Purchasing the goods	I	provide(s) the competitive status of the goods
Developing marketing techniques	he / she	consider(s) new trends
Improving the quality	We	choose(s) the best market
Introducing a new product	you	determine(s) the customers’ needs
Determining the best strategy	Ey	achieve(s) organizational goals

Assignment 16. Define forms and functions of the participles. Translate the sentences.

1. Signing the contract the parties agreed to meet in a year. 2. Computers being consumer durables are often bought on hire purchase. 3. Having conducted marketing research the firm introduced a new product. 4. Our sales branch is still dealing with these customers. 5. Retailers were given the opportunity to visit the company’s exhibition. 6. The market for our new product has already been defined. 7. The information is stored until it is needed. 8. Writing routine reports he always uses current and relevant information. 9. Goods advertised on TV usually attract buyers’ attention. 10. This enterprise is producing new cars now.

Assignment 17. Choose the correct form of the participle and translate the sentences.

1. The product (introducing, being introduced, having introduced) now is supposed to be a success. 2. (Having determined, having been determined, determined) the customers’ needs we modified the product. 3. When (producing, produced, having produced) new goods the manufacturer must know the potential customers. 4. The product (promoting, being promoted, having promoted) by the company is an innovation. 5. (Selecting, being selected, selected) a new market the marketer must carry out marketing research.

Assignment 18. Open the brackets using Present Participle or Past Participle.

1. (To select) a new market the producer must divide it into segments. 2. The factors (to call) the 4 Ps provide the most effective choice for the consumer. 3. (To encourage) private enterprise government promotes market efficiency. 4. When (to lack) raw materials the country imports them from other countries. 5. We buy goods (to offer) by small businesses.

Assignment 19. Transform the following sentences using participle phrases instead of the subordinate clauses as in the model.

Model: The firm sent us material which describes the manufacturing program of the company. – The firm sent us material describing the manufacturing program of the company.

1. After we had concluded the agreement with the company we received new equipment. 2. When the producer introduces a new product he must know its competitive status. 3. The goods which were bought in this shop are of high quality. 4. The retailer who performs many necessary functions helps both the wholesaler and the customer. 5. They will provide the components at prices which were quoted in their latest offer.

Assignment 20. Translate into English.

1. Проглядаючи каталог, ми вирішили купити обладнання, яке було зображено в ньому. 2. Проглянувши каталог, ми вирішили замовити нове обладнання для нашої компанії. 3. Мій брат вчиться в інституті, що готує спеціалістів з економіки. 4. Товари, які виробляються цим підприємством, будуть користуватися великим попитом. 5. Ми обговорили умови, запропоновані контрактом. 6. Проводячи ринкове дослідження, ми визначаємо потреби покупців. 7. Продавши товари, фірма забезпечила їх доставку.

Дата добавления: 2014-11-29