150925_UWIN-BE06-s26

Bachelor in Economics (S.E): Manajemen

Course : Business English (1509BE06)

online.uwin.ac.id

Session Topic : Marketing

Course: Business English

By Sugeng Riyadi, S.Pd., M.Hum.

UWIN eLearning Program

Powered by HarukaEdu.com -1509BE06- S. 3

Content

• Part 1 Market

• Part 2 Smartphone Market Share

Part1: Market


Production & Product: Overview

a. Vocabulary:

• Markets & Competitors

• Number, &

• Price

Language,

b. …Focus:

• Adjective

• Comparison

c. …Skills:

Describing & comparing products

d. Case study/discussion


Market: Definition

Market. Defn:

The people or organizations who buy particular goods or services.

Word combinations with “market”:

Market…

1. Growth

2. Segment

3. Segmentation

4. Share

5. Leader

2 types of markets:

a. Mass market &

b. Niche market


Market: Competitors, Competition & Marketing

Competitors & Competition

a. Competitors/rivals:

Companies or products in the same

market

b. Competition:

The activity of trying to sell more &

be more successful

c. Strong competition:

• Intense,

• Stiff,

d. Week competition: Low-key

>>Marketing. Defn:

The process of,

• planning, designing, pricing,

promoting, &

• distributing ideas, goods, &

services,

• in order to satisfy customer

needs

The 4 Ps of marketing:

a. Product

b. Price

c. Place

d. Promotion

The fifth P Packaging

• Fierce,

• Tough


Market: Products & Brands

Products & Brands

Word combinations with products:

Product…

1. Catalog/catalogue/mix/portfolio

2. Line/range

3. Lifecycle

4. Positioning

5. Placement

2 Types of goods:

a) Consumer durables &

b) Fast-moving consumer goods

(FMCG)

Brands & branding

1. Brand awareness/brand

recognition

2. Branding

3. Own-brand product (own-

label product) vs. Generic

products (generics)


Market: Prices

Prices

Words combination with “price”:

Price…

1. Boom

2. Control

3. Cut

4. Hike

5. War

6. Leader

7. Tag

Product price can be:

a. Low-priced (cheap),

b. Mid-priced, or

c. High-priced.

Based on its price,

• product models range from

basic model (low-end/bottom-

end) to…

• …sophisticated model (high-

end/top-end)


Market: Place

Place

• Distribution:

Wholesalers retailers customers

• Types of shops/stores/retail outlets/sales outlets:

1. Chain store

2. Convenience store

3. Deep discounter

4. Department store

5. Drugstore

6. Hypermarket

7. Supermarket


Market: Place

Promotion

a. Advertising medium:

• Classified ads,

• Open air hoardings (billboards),

• Neon signs,

b. Product endorsements famous people

c. Sponsorship events

d. The sales force salespeople (salesman/saleswoman)

e. Promotional activities:

• Special offer/discount,

• Free sample,

• Display ads,

• TV/radio commercials,

• Special display.

• Free gift,

• Competitions with prizes

Part2: Smartphone Market Share


Market Share: Global Smartphone

Let’s take a look at Smartphone market share

Global Smartphone Shipments Share Q1 2015

Source: Counterpoint Research (April 2015)

Others

37.20%

Xiaomi

4.50% LG

4.50%Huawei

5.10%

Lenovo

6.50%

Apple

17.90%

Samsung

24.40%


Among the Big 6

Which brand has…

1. The biggest market share ?

2. The smallest market share ?

3. Bigger market share than Apple ?

4. Smaller market share than LG ?

Big Bigger The biggest

Small Smaller The smallest

Answer

1. Samsung has the biggest

market share.

2. Xiaomi has the smallest market

share.

3. Samsung has bigger market

share than Apple

4. Xiaomi has smaller market

share than LG

Market Share: Global Smartphone (Cont.)


Market Share: Samsung vs. Apple

iPhone 5

vs.

Samsung Galaxy SIII

Price (with contract) $199/$299/$399 $199/$299

OS iOS 6 Android 4.0.1 Touchwiz UX/UI

Processor Apple A6 Exynos 4412 (Quad core)

Display 4” LCD 4.8” Super AMOLED

Resolution 1136 x 640 1280 x 720

Dimensions (W x D x H) 4.8” x 2.3” x 0.29” 5.38” x 2.78” x 0.34”

Weight 112g 133g

4G LTE Yes Yes

NFC No Yes

Wi-Fi 2.4GHz, 5GHz (dual-band) 2.4GHz, 5GHz (dual-band)

Rear-facing camera 8 Megapixels 8 Megapixels

Front-facing camera 0.9 Megapixels 1.9 Megapixels


Questions

Which one…

1. Is heavier ?

2. Is lighter ?

3. has better front-facing camera ?

4. has worse front-facing camera ?

5. is more beautiful ?

6. is better ?

Answer

1. Samsung Galaxy SIII is heavier

than iPhone 5.

2. iPhone 5 is lighter than Samsung

Galaxy SIII.

3. Samsung Galaxy SIII has better

front-facing camera than iPhone

5.

4. iPhone 5 has worse front-facing

camera than Samsung Galaxy

SIII.

5. iPhone 5 is more beautiful than

Samsung Galaxy SIII.

6. Samsung Galaxy SIII is better

than iPhone 5.

Market Share: Samsung vs. Apple (Cont.)

Heavier

Lighter

Better

Worse

More beautiful

Heavy

Light

Good

Bad

Beautiful

The heaviest

The lightest

The best

The worst

The most beautiful


Market Share: Samsung Product Line

3 Inch 4.3 Inch 5 Inch 6.3 Inch

1,200 mAh 1,800 mAh 2,600 mAh 3,200 mAh

Galaxy STAR Galaxy CORE S4 ACTIVE MEGA 6.3


Among the 4 products

Which one…

1. has the largest screen ?

2. has the smallest screen ?

3. has the biggest battery capacity ?

4. has the smallest battery capacity ?

5. is the cheapest ?

6. is the most expensive ?

Answer

Galaxy…

1. Mega 6.3 has the largest screen.

2. Star has the smallest screen.

3. Mega 6.3 has the biggest

battery capacity.

4. Star has the smallest battery

capacity.

5. Star is the cheapest.

6. Mega 6.3 is the most expensive.

Market Share: Samsung Product Line (Cont.)

Larger

Bigger

Smaller

More expensive

Cheaper

Large

Big

Small

Expensive

Cheap

The largest

The biggest

The smallest

The most expensive

The cheapest


Market Share: Samsung’s Advertising Media


Among the 3 media

Which medium is the…

1. Most expensive ?

2. Cheapest ?

3. Most practical ?

4. Most complex ?

Possible Answer

1. TV Commercial is the most expensive.

2. Internet ad is the cheapest.

3. Internet ad is the most practical.

4. TV Commercial is the most complex.

More expensive

Cheaper

More practical

More complex

Expensive

Cheap

Practical

Complex

The most expensive

The cheapest

The most practical

The most complex

Market Share: Samsung’s Advertising Media (Cont.)


Market Share: Places to Buy the Products


Among the 3 shopping places

Which one is…

1. Most complete ?

2. The most limited ?

3. The most comfortable ?

4. The most popular ?

Possible Answer

1. Electronic mall is the most complete.

2. Chain store is the most limited.

3. Online store is the most comfortable.

4. Electronic mall is the most popular.

More complete

More limited

More comfortable

More popular

Complete

Limited

Comfortable

Popular

The most complete

The most limited

The most comfortable

The most popular

Market Share: Places to Buy the Products (Cont.)


Market Share: Notice the Patterns !

No Adjective Comparative Superlative

1

Big

Small

Light

Heavy

Bigger

Smaller

Lighter

Heavier

The biggest

The smallest

The lightest

The heaviest

2

Beautiful

Complete

Limited

Comfortable

Popular

More beautiful

More complete

More limited

More comfortable

More popular

The most beautiful

The most complete

The most limited

The most comfortable

The most popular

3Good

Bad

Better

Worse

The best

The worst


Note

We use…

1. Comparative forms if we are

comparing 2 equal things.

2. Superlative form if,

• there are more than 2 things, &

• we want to point out the most

outstanding one.

Example:

Samsung has the biggest market share

among the 6 brands.

On Your Own!

You are a salesperson in a mobile

phone chain store.

• A customer is interested to buy the

new Xiaomi Redmi Note 2,

• but s/he wants to know how the

new phone is better than the

previous phone (Xiaomi Redmi

Note).

• Find the specifications of both

phones & make some comparison.

Example:

Xiaomi Redmi Note 2 has faster

processor than Xiaomi Redmi Note.

Market Share: Note & Your Own


Market Share: Xiaomi Redmi Note 2


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Course : Business English (1509BE06)

150925_UWIN-BE06-s26

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