Course : Business English (1509BE06)

online.uwin.ac.id
Bachelor in Economics (S.E): Manajemen

UWIN eLearning Program

Session Topic : Marketing

Course: Business English
By Sugeng Riyadi, S.Pd., M.Hum.

Content

Part 1

Market

Part 2

Smartphone Market Share

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S. 3

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
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S. 5

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
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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,
Fierce,
Stiff,
Tough
d. Week competition: Low-key
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>>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
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Market: Products & Brands

Products & Brands

Word combinations with products:
Product
1. Catalog/catalogue/mix/portfolio
2. Line/range
3. Lifecycle
4. Positioning
5. Placement

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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 (ownlabel product) vs. Generic
products (generics)

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Market: Prices

Prices
Words combination with price:
Price
1. Boom
2. Control
3. Cut
4. Hike
5. War
6. Leader
7. Tag

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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/bottomend) to
sophisticated model (highend/top-end)

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Market: Place

Place
Distribution:
Wholesalers

1.
2.
3.
4.
5.
6.
7.

retailers

customers

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

Chain store
Convenience store
Deep discounter
Department store
Drugstore
Hypermarket
Supermarket

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S. 10

Market: Place

Promotion
a.

Advertising medium:
Classified ads,
Open air hoardings (billboards),
Neon signs,

Display ads,
TV/radio commercials,
Special display.

b. Product endorsements
famous people
c. Sponsorship
events
d. The sales force
salespeople (salesman/saleswoman)
e. Promotional activities:
Special offer/discount,
Free sample,
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Free gift,
Competitions with prizes
S. 11

Part2: Smartphone Market Share

Market Share: Global Smartphone

Lets take a look at Smartphone market share

Global Smartphone Shipments Share Q1 2015
Samsung
24.40%

Others
37.20%

Apple
17.90%
Xiaomi
4.50%

LG
4.50%

Lenovo
6.50%

Huawei
5.10%

Source: Counterpoint Research (April 2015)

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Market Share: Global Smartphone (Cont.)

Among the Big 6

Answer

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 ?

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

Big
Small

Bigger
Smaller

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The biggest
The smallest

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Market Share: Samsung vs. Apple

iPhone 5
vs.
Samsung Galaxy SIII
Price (with contract)

$199/$299/$399

$199/$299

iOS 6

Android 4.0.1 Touchwiz UX/UI

Apple A6

Exynos 4412 (Quad core)

4 LCD

4.8 Super AMOLED

1136 x 640

1280 x 720

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

OS
Processor
Display
Resolution
Dimensions (W x D x H)

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Market Share: Samsung vs. Apple (Cont.)

Questions

Answer
1. Samsung Galaxy SIII is heavier
than iPhone 5.
Which one
2. iPhone 5 is lighter than Samsung
1. Is heavier ?
Galaxy SIII.
2. Is lighter ?
3. Samsung Galaxy SIII has better
3. has better front-facing camera ?
front-facing camera than iPhone
4. has worse front-facing camera ?
5.
5. is more beautiful ?
4. iPhone 5 has worse front-facing
6. is better ?
camera than Samsung Galaxy
Heavy
Heavier
The heaviest
SIII.
Light
Lighter
The lightest
5. iPhone 5 is more beautiful than
Good
Better
The best
Samsung Galaxy SIII.
Bad
Worse
The worst
6. Samsung Galaxy SIII is better
Beautiful More beautiful The most beautiful
than iPhone 5.
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Market Share: Samsung Product Line

Galaxy STAR

Galaxy CORE

S4 ACTIVE

MEGA 6.3

3 Inch

4.3 Inch

5 Inch

6.3 Inch

1,200 mAh

1,800 mAh

2,600 mAh

3,200 mAh

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Market Share: Samsung Product Line (Cont.)

Among the 4 products

Answer

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 ?

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.

Large
Big
Small
Expensive
Cheap

Larger
Bigger
Smaller
More expensive
Cheaper

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The largest
The biggest
The smallest
The most expensive
The cheapest

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Market Share: Samsungs Advertising Media

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Market Share: Samsungs Advertising Media (Cont.)

Among the 3 media

Which medium is the

1. Most expensive ?
2. Cheapest ?
3. Most practical ?
4. Most complex ?
Expensive
Cheap
Practical
Complex

More expensive
Cheaper
More practical
More complex

The most expensive

The cheapest
The most practical
The 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.
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S. 20

Market Share: Places to Buy the Products

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S. 21

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

Among the 3 shopping places

Which one is
1. Most complete ?
2. The most limited ?
3. The most comfortable ?
4. The most popular ?
Complete
Limited
Comfortable
Popular

More complete
More limited
More comfortable
More popular

The most complete

The most limited
The most comfortable
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.
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Market Share: Notice the Patterns !

No

Adjective

Comparative

Superlative

Big
Small
Light
Heavy

Bigger
Smaller
Lighter
Heavier

The biggest
The smallest
The lightest
The heaviest

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

Good
Bad

Better
Worse

The best
The worst

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Market Share: Note & Your Own

Note

On Your Own!

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.

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:
Samsung has the biggest market share
among the 6 brands.

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Example:
Xiaomi Redmi Note 2 has faster
processor than Xiaomi Redmi Note.
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Market Share: Xiaomi Redmi Note 2

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Course : Business English (1509BE06)

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