MODUL PERKULIAHAN
BahasaInggris 2
Modul 2
ModulStandaruntukdigunakan
dalamPerkuliahan di
UniversitasMercuBuana
Fakultas
Program Studi
Ekonomi
Akuntansi
TatapMuka
Kode MK
DisusunOleh
02
……………..
(…….)
Drs. Masari, MM
Abstract
Kompetensi
ModulbahasaInggrisiniberisiYou and
Your
Backgroundsesuaidenganfungsinyas
ecarabenardanpraktis
Mahaisiswadiharapkanmemahamidanma
mpumenggunakanYou and Your
Backgroundsesuaidenganfungsinyasecar
abenardanpraktis
StandarisasiModul
LatarBelakang
StandarisasiModulinidisusundanditerapkanuntuk
1. MenjadiacuanpemahamandanpemakaianYou and Your Background yang
benardanpraktis
2. MemberikankemudahandalammemahamidanmenggunakanYou and Your
Backgroundsecarapraktis
3. Menambahkompetensisesuaidenganaturan grammatical.
4. MembantumeningkatkanketerampilanberbahasaInggrisdenganbenardanpraktis.
Modul 2
You and Your Background
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BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
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BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
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BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
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5
BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
‘13
6
BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
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BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
Reading 1
THE FOUR P’s
Buying, selling, market research, transportation, storage, advertising-these are all part of the
complex area of business known as marketing. In simple terms, marketing means the movement of
goods and services from manufacturer to customer in order to satisfy the customer and to achieve
the company’s objectives. Marketing can be divided into four main elements that are popularly
known as the four P’s:product, price, placement, and promotion. Each one plays a vital role in the
success or failure of the marketing operation.
The product element of marketing refers to the good or service that a company wants to
sell. This often involves research and development (R&D) of a new product, research of the potential
market, testing of the product to insure quality, and then introduction to the market.
A company next considers the price to charge for its product. There are three pricing options
the company may take: above, with, or below the prices that its competitors are charging. For
example, if the average price of a pair of women’s leather shoes is $27, a company that charges $23
has priced below the market; a company that charges $27 has priced with the market; and a
company that charges $33 has priced above the market. Most companies price with the market and
sell their goods or services for average prices established by major producers in the industry. The
producers who establish these prices are known as price leaders.
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PusatBahan Ajar dan eLearning
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The third element of the marketing process
placement
involves getting the
product to the customer. This takes place through the channels of distribution. A. common channel
of distribution is :
manufacturer→ wholesaler → retailer → customer
Wholesalers generally sell large quantities of a product to retailers, and retailers usually sell smaller
quantities to customers.
Finally, communication about the product takes place between buyer and seller is known as
promotion. There are two major ways promotion occurs : through personal selling, as in a
department store; and through advertising, as in a newspaper or magazine.
The four elements of marketing
product, price, placement, and promotion-work together
to develop a successful marketing operation that satisfies customers and achieves the company’s
objectives.
Exercise
A. Answer the following questions about marketing. The questions which are starred (*) cannot
be answered directly from the text.
1.
2.
3.
4.
5.
6.
7.
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What is marketing?
What are the four main elements of marketing?
What is involved in the product element of marketing?
What are the three pricing options a company may take?
What does placement involve?
*Do you think McDonald’s provides food on a wholesale or retail basis?
*What are some advertising media besides magazines and newspapers?
BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
B. Circle the letters of the answers that best complete the sentences below.
1. The four main elements of marketing are popularly known as:
a. the movement of goods and service
b. the four P’s
c. the four M’s
d. buying, selling, market research, and storage
2. The product element refers to:
a. the four P’s
b. testing of a product to insure quality
c. the good or service that a company wants to sell
d. getting the product to the customer
3. Most companies price:
a. with the market
b. below the market
c. beyond the market
d. above the market
4. A common channel of distribution is:
a. wholesaler → retailer → manufacturer → customer
b. manufacturer → retailer → wholesaler → customer
c. retailer → manufacturer → wholesaler → customer
d. manufacturer → wholesaler → retailer → customer
5. The two major forms of promotion are:
a. radio and television
b. personal selling and advertising
c. personal selling and newspapers
d. selling advertisements
Vocabulary Exercise
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BahasaInggris II
Drs. Masari, MM
PusatBahan Ajar dan eLearning
http://www.mercubuana.ac.id
A. Look at the terms in the left-hand column and find the correct synonyms or definitions in the
right-hand column. Copy the corresponding letters in the blanks.
e
1. _______ insure
a. choice
2. _______ retailer
b. set as a price
3. _______ price with the market
c. one who sells in small amounts
to customer
4. _______ option
d. please
5. _______ competitor
e. guarantee
6. _______ personal
f. the path goods take when
moving from manufacturer to
customer
7. _______ objective
g. private; relating to an
individual
8. _______ satisfy
h. accomplish
9. _______ take place
i. to charge an average price
10. _______ channel of distribution
j. occur; happen
11. _______ charge
k. rival; opponent
12. _______ achieve
l. goal
B. Fill in the blanks with the most appropriate terms from the list.
vital
insure
retailer
prices
placement
charge
wholesaler
price leader
take place
channel of distribution
channel of distribution
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PusatBahan Ajar dan eLearning
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The
most
common
_____________________is
manufacturer
→
wholesaler
→
________________ →consumer.Distribution can, however, ___________________ through
slightly modified channels. For example, products are sometimes sold directly by the
____________________ or the manufacturer, rather than by the retailer. Generally, wholesalers
____________________ lower _________________ than retailers and sell in larger quantities.
Together, these channels of distribution play a ____________________ role in the
________________________ element of marketing.
References
Anderson, Vicky, Gill Holley and Rob Metcalf, Grammar Practice for IntermediateStudents,
Essex : Pearson Education Limited, 2007.
Azar, Betty Schramfer and Donald A. Azar, Fundamental of English Grammar, New Jersey :
Prentice Hall Regents, 1994.
Badger, Ian, Pete Menzies, and David A. Daniel, American BussinessEnglishProgram :PreIntermediate, Hertfordshire : Phoenix ELT (Prentice Hall Europe), 1995.
Booker, Richard, Grammar Focus, Hong Kong : Longman Hong Kong Education, 2004.
Dowling, Barbara Tolley, and Marianne McDougal, Business Concepts for English Practice,
Massachusetts: Newbury House Publishers, Inc.,1982.
Johnson, Christine, Intelligent Business: Skills Book, England : Pearson Education Limited,
2005.
Viney, Brigit with Elaine Walker and Steve Elsworth, Grammar Practice
Students, England : Pearson Education Limited, 2000.
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forElementary