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Fakultas

Program Studi

BAHASA INGGRIS 3

MARKETING

0707

EKONOMI DAN BISNIS

AKUNTANSI

MARKETING

Bahasa Inggris Bisnis 1

HOW TO MARKET A PRODUCT

Advertising is one part of marketing. The marketing department of a business deals with the way a product is sold generally.

WHAT MAKES SINGAPORE AIRLANE BECOME THE MOST SUCCESSFUL AIRLANE?

SINGAPORE AIRLINESSingapore Airlines is one of the most successful airlines in the world. The mainreason for this is its strong brand management. Because the airline has nodomestic flight, it had to compete for international routes straight away. Thisdifficult start led to a strong emphasis on branding. In order to stand out fromother major airlines, Singapore Airlines invested greatly in research anddevelopment. They aimed to offer the best technology and excellent customerservice.One of the most important aspects of the brand was the cabin crew. When theairlines was launched in 1972, it employed the French designer, Pierre Balmain,to design the uniform. He created a special version of the Malaysian sarong. Theimage of the Singapore Airline flight stewardess in her sarong became one of thebest known in their travel industry. It illustrated the brand values of hospitalityand customer care. Singapore Airlines ran a very detailed training programmefor the cabin crew to make sure that the brand was always fully delivered. Theirslogan ‘a great way to fly’ also emphasized the high quality of the brand.

FERRARI, THE MOST RECOGNIZABLE BRANDFERRARI, THE MOST RECOGNIZABLE BRAND

SELLING DREAM

By John Munch

Ferrari, Italy’s maker of sports and racing cars, is among the three most recognizable brands in the world.The company got its high profile among the world’s corporate giants without the help, for most of itsexistence, of an advertising department. Only as recently as 1993 did Ferrari create a marketingdepartment. ‘Just parking our exciting automobiles is enough to draw the crowds’, writes Gian LuigiLongginotti – Buitoni, the author of a book called Selling Dream.

Customers are now spending more money on products they desire rather than on products they simplyneed. All companies must therefore produce goods of very high quality.

More importantly, they must establish a brand for years to come by giving it emotional qualities thatmatch customers’ strongest desire. Kike Ferrari, all companies must create and sell “dream”.

Longinotti – Buitoni gives some interesting statistics about markets for luxury goods worldwide:Switzerland, with 220 Ferraris sold in 1997, is the largest market per capita for car maker’s products; thecompany, on the other hand, sells only 2.7 percent of its cars to women; Rolex and the highest number ofluxury, while Japan has been consistently the leading market in the world for leather goods from Gucci,Ferragamo, Hermes and Louis Vuitton. China, amazingly, appears to be drinking a lot of Hennessy cognac.

From the Financial Times

FINANCIAL TIMES

World business newspaper

1. Which qualities do you associate with carsfrom these manufactures? Add othermanufactures and products.•BMW•Volvo•Rolls Royce•Flat•Mitsubishi

2. Which companies and products in yourcountry are you must proud of?

3. ‘Customers are now spending more moneyon products they desire rather than onproducts they simply need.’What do you think is the differencebetween a need and a desire? Give someexample.

Discuss these questions.

YES – NO QUESTION In questions that can be answered with either YES or NO, we put an auxiliary verb before the subject.• Are you coming? yes, I am / no, I’m not• Can you drive a truck? yes, I can / no, I can’t• Do you know his name? yes, I do / no, I don’t• Did you arrive on time? yes, I did / no, I didn’t • Have you heard the news? yes, I have / no, I haven’t • Will you have time? yes, I will / no, I won’t

LANGUAGE REVIEW

OPEN QUESTIONS

No To ask about We use

1 A thing What is the brand name?

Which door is it?

2 Person Who is the Chief Executive?

3 Place Where do you come from?

4 A reason Why are you putting up your prices?

5 A moment in time What time did the meeting start?

When did the goods arrive?

6 A period of time How long did you stay in Beijing?

7 The number of times How many times have you been to China?

8 Quantity (with plural nouns) How many cases did you order?

9 Quantity (with uncountable

nouns)

How much money do you have on you?

10 The way you do something How do you manage to read so quickly?

We us what if there are many possible answers and which if there are fewer possible answers.

• What is their policy?• Which of these cases is yours? If who or what is the subject of the sentences, the word order is the same as in a

statement. • Who looks after the travel arrangements?• What happens when things go wrong?If who, what, which asks about the object, the verb comes before the subject. • Who shall I get in touch with?• What number did you ring?• Which restaurant have you chosen?The question word how can be followed by an adjective or adverb. • How big is the warehouse?• How good is your Spanish?• How far is the hotel from here?• How often do you travel abroad?

LANGUAGE REVIEW

Checking information• Sorry, did you say….?• Sorry, I did not catch that.• Could you repeat that, please?• Let me read that back to you.

Asking for information • Could you give me a few details?• What about the new range?• Did she say hen she would like to meet?

Finishing a conversation• Ok, that’s it• Thanks very much. That was very helpful• I must go now• I think that’s everything

Useful Language

DAFTAR PUSTAKA

• Catton David, Falvey David , and Kent Simon, MARKET LEADER, Course Book, Pre-Intermediate Business English, 2002, Edinburg Gate, Harlow, Essex, CM 2JE, England.

• Trappe Tonva. 2005. Intelligent Business. England: Pearson Education Limited

• Azar. S. Betty. 1989. Understanding and Using English Grammar 2nd

Edition. New Jersey: Prentice – Hall, Inc• Philips Deborah.2001. Preparation Course for the TOEFL Test: New York:

Addison Wesley Longman • Wishon, E.G & Burks. M. Julia. 1980. Let’s Write English Revised Edition.

New York: Litton Educational Publishing• Oshima, A & Hogue A. 1997. Writing Academic English Second Edition:

New York: Addison Wesley Longman• Karnedi. 2001. Grammar Translation Exercises: Pusat Penerbitan

Universitas Terbuka

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