Ενδεικτικές λύσεις των 5 ερωτήσεων κατανόησης (A. Questions) και των 5 κλειστών ασκήσεων λεξιλογίου/γραμματικής (Β. Exercises) της ενότητας (σελ. 325-327).

Δημοφιλής ορισμός του marketing

Ερώτηση: Give one popular definition of marketing.

Απάντηση:

Αυτούσιο (σελ. 325): «popular definitions such as "the right product, at the right time, in the right place, etc. etc."»

Σύνοψη: One popular definition is: "the right product, at the right time, in the right place."

Κριτήρια αξιολόγησης:

Δεκτή οποιαδήποτε παραλλαγή του αυτολεξεί ορισμού του κειμένου.

Η αναγνώριση του marketing

Ερώτηση: What has marketing achieved, according to a specialist's view mentioned in the text?

Απάντηση:

Αυτούσιο (σελ. 325): «it has achieved at least some recognition from the well established disciplines like psychology or sociology.»

Σύνοψη: According to a specialist, marketing has achieved at least some recognition from well-established disciplines like psychology or sociology.

Κριτήρια αξιολόγησης:

Η απάντηση βρίσκεται σχεδόν αυτολεξεί στο κείμενο.

Η κρίση ταυτότητας του marketing

Ερώτηση: Why does marketing face an identity crisis in our days?

Απάντηση:

Αυτούσιο (σελ. 325): «Now, however, it faces an identity crisis. Why? Apparently because some academics still yearn for a more scientific basis for their subject.»

Σύνοψη: (ενδεικτική) Marketing faces an identity crisis because some academics still yearn for a more scientific basis for the subject.

Κριτήρια αξιολόγησης:

Λέξη-κλειδί: yearn for a more scientific basis.

Εναλλακτικοί ορισμοί του marketing

Ερώτηση: How do others define marketing?

Απάντηση:

Αυτούσιο (σελ. 325): «Some others would like to define marketing as the study of "transaction" or "exchange" science. Marketing, it can be argued, is about common sense.»

Σύνοψη: (ενδεικτική) Others define marketing as the study of "transaction" or "exchange" science, or argue that marketing is really about common sense.

Κριτήρια αξιολόγησης:

Ανέφερε και τους δύο εναλλακτικούς ορισμούς.

Οι ανάγκες που πρέπει να ικανοποιεί το marketing

Ερώτηση: What will the development of a professional concept of marketing satisfy?

Απάντηση:

Αυτούσιο (σελ. 325): «the need is to develop a professional concept of marketing that will satisfy the needs of theorists, practitioners and society at large.»

Σύνοψη: It will satisfy the needs of theorists, practitioners and society at large.

Κριτήρια αξιολόγησης:

Η απάντηση βρίσκεται αυτολεξεί στο κείμενο.

Μετατροπή σε παθητική φωνή

Ερώτηση: Using the prompts given, rewrite the sentences below without changing their meaning. a. They can learn this set of skills easily. This set of skills... b. Disciplines like psychology or sociology have recognised marketing. Marketing... c. The company achieved a 100% increase in profitability last year. A 100% increase in profitability... d. The development of a professional concept of marketing will satisfy the needs of theorists, practitioners and society. The needs of theorists, practitioners and society...

Απάντηση:

a. This set of skills can be learned easily.
b. Marketing has been recognised by disciplines like psychology and sociology.
c. A 100% increase in profitability was achieved by the company last year.
d. The needs of theorists, practitioners and society will be satisfied by the development of a professional concept of marketing.

Σύνοψη: (ενδεικτική) a. This set of skills can be learned easily. b. Marketing has been recognised by disciplines like psychology and sociology. c. A 100% increase in profitability was achieved by the company last year. d. The needs of theorists, practitioners and society will be satisfied by the development of a professional concept of marketing.

Κριτήρια αξιολόγησης:

Κάθε πρόταση μετατρέπεται από ενεργητική σε παθητική φωνή, με το ίδιο υποκείμενο-αντικείμενο νόημα.

Παραγωγή λέξης από κεφαλαία (word formation)

Ερώτηση: Use the form of the word in capitals at the end of each sentence that fits suitably in the blanks. a. People give several definitions for marketing but they are not ... . SCIENCE b. Talking ... , we can say that marketing is a set of skills, which can be learned, and a philosophical basis for running a business. ACADEMIC c. We can look back with ... on a job well done. SATISFY d. Marketing has achieved some ... from psychology and sociology. RECOGNISE e. Some academics define marketing as the study of ... or exchange science. TRANSACT

Απάντηση:

a. SCIENCE → scientific ('they are not scientific')
b. ACADEMIC → academically ('Talking academically...')
c. SATISFY → satisfaction ('with satisfaction on a job well done')
d. RECOGNISE → recognition ('achieved some recognition')
e. TRANSACT → transaction ('the study of transaction')

Σύνοψη: a. scientific, b. academically, c. satisfaction, d. recognition, e. transaction.

Κριτήρια αξιολόγησης:

Πρόσεξε τι μέρος του λόγου χρειάζεται κάθε κενό (επίθετο/επίρρημα/ουσιαστικό).

Εύρεση λέξεων του κειμένου (ορισμοί)

Ερώτηση: Find the words in the text which match the following: a. a special ability to do something well b. an exact statement of the meaning c. a branch of learning studied at a university d. theoretical e. liked by many people f. topic/matter

Απάντηση:

a. skill
b. definition
c. discipline
d. academic
e. popular
f. subject

Σύνοψη: a. skill, b. definition, c. discipline, d. academic, e. popular, f. subject.

Κριτήρια αξιολόγησης:

Κάθε ορισμός αντιστοιχεί σε ΜΙΑ λέξη αυτολεξεί από το κείμενο.

Προθέσεις

Ερώτηση: Fill in the blanks with the appropriate prepositions. a. A popular definition ... marketing is: "the right product ... the right time, ... the right place." b. Is marketing a set ... skills which can be learned? c. Is it a philosophical basis ... running a business? d. According ... specialists ... the subject, it has achieved ... least some recognition ... some well-established disciplines. e. Some academics yearn ... a more scientific basis ... their subject. f. There is the need ... develop a professional concept ... marketing that will satisfy the needs ... theorists, practitioners and society ... large.

Απάντηση:

a. of / at / in
b. of
c. for
d. to / on / at / from
e. for / for
f. to / of / of / at

Σύνοψη: a. of...at...in, b. of, c. for, d. to...on...at...from, e. for...for, f. to...of...of...at.

Κριτήρια αξιολόγησης:

Πάγιες εκφράσεις: a definition of, at the right time, in the right place, according to, at least, yearn for, need to, society at large.

say / tell / talk / speak

Ερώτηση: Use the correct form of say, tell, talk or speak to fill in the blanks. a. How many languages can you ...? b. Some specialists ... that marketing faces an identity crisis. c. Can you ... me what the meaning of the word "transaction" is? d. Honest people always ... the truth. e. Actions ... louder than words. f. There is an important matter the manager wants to ... about with the staff. g. I ... you not to print this announcement. We are going to change it. h. She didn't ... everything to me. i. When he is ... to the staff, he expects them to be quiet. j. We'll meet, ... , at twelve if something unexpected doesn't arise.

Απάντηση:

a. speak (speak a language)
b. say (say that)
c. tell (tell sb. sth./wh-question)
d. tell (tell the truth — πάγια έκφραση)
e. speak (πάγια έκφραση: actions speak louder than words)
f. talk (talk about sth.)
g. told (told you not to do sth.)
h. say (say sth. to sb. — 'tell' δεν παίρνει 'to')
i. talking (talk to sb.)
j. say (πάγια έκφραση 'say' = για παράδειγμα)

Σύνοψη: a. speak, b. say, c. tell, d. tell, e. speak, f. talk, g. told, h. say, i. talking, j. say.

Κριτήρια αξιολόγησης:

Θυμήσου: say sth. to sb. / tell sb. sth. ή tell sb. to do sth. / talk about sth., talk to sb. / speak to sb., speak a language.
Πάγιες εκφράσεις: tell the truth, actions speak louder than words, say (=for example).

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