BUSINESS ENGLISH 2

An English Module
for 4st Semester Students of DIV Program
Marketing Management
State Polytechnic of Malang

Oleh:
Rizka Rahmawati
Titien Indrianti
Bambang Suryanto

K N E G E RI
NI M
K
E

A
IT

LA
P OL

NG

POLITEKNIK NEGERI MALANG

2022
 APPROVAL SHEET
BUSINESS ENGLISH II MODULE

Module Title : Business English II

Used for : Business English II course
Semester : 4th semester
Main author
Name : Rizka Rahmawati S.S., M.Pd
NIP : 0011038801
Rank/ Position : -
Study Program : DIII Business Administration
Department : Business Administration
Second Author
Name : Titien Indrianti, S.Pd, M.Pd
NIDK : 197311072003122001
Rank/ Position : IIIC/ Lektor
Study Program : DIV Marketing Management
Department : Business Administration
Third Author
Name : Bambang Suryanto S.Pd., M.Pd
NIM : 196702271993031001
Rank/ Position : IIIC/ Lektor
Study Program : DIII Business Administration
Department : Business Administration
Field of the Study : English for Special Purposes

Malang, Januari 2022

Approved by
Business Administration Head Program Main Author

Drs. Joni Dwi Pribadi, M.AB Rizka Rahmawati, S.S., M.Pd

NIP. 19630109199403003 NIDN. 0011038801

Known by
Vise Director 1

NIP.

2
 FOREWORD

This handbook aims to assist the fourth-semester students of Business

Administration Department of State Polytechnic of Malang who will be learning
English as a Foreign Language at intermediate level. In each part of the unit,
readings and other relevant materials on the discussed topic are given followed by
exercises, practices, tasks and projects the students should accomplish.
The students’ activities are a combination of receptive and productive skills,
comprising reading, listening, writing and speaking. However, the students’
discussions and presentations are given more emphasis. The language focus
concentrates on grammatical points and vocabulary enrichment.
A variety of sources is compiled to support the materials needed. In
addition, those materials are adjusted and adapted in order to link all elements of
language in each unit so that they still refer to the topic of the unit.
This handbook will not be possible to come out into its present form
without the help and support of several parties. Therefore, first of all the deep
gratitude goes to the Lord for all His blessings and mercy. Secondly, the writers’
gratefulness is addressed to the Head of Business Administration Department and
the Head of Diploma IV Study Program, for giving us a chance to make this
handbook. The last but not the least, we are greatly indebted to our colleagues and
staffs in the department, for their valuable cooperation from the beginning to the
completion of this handbook.
We acknowledge that this handbook is still far for being perfect. Thus, all
criticism, inputs and comments are welcome to make this handbook even more
complete and perfect.
At last, this handbook is expected to be of a benefit to all users, both the
English instructors and the students.

The Writers

3
Contents
Unit 1: Presenting ............................................................................................................... 5
Unit 2: Types of Company ................................................................................................. 11
Unit 3: The Company Identity and Business Details ........................................................ 25
Unit 4: Company Objectives (vision, mission and tagline/motto) .................................... 37
UNIT 5: COMPANY HISTORY AND COMPANY STRUCTURE ............................................... 46
Unit 6: Management Profile ............................................................................................. 54
Unit 7: Product and Service .............................................................................................. 59
Unit 8: Company Profile .................................................................................................... 64
Unit 9: Market Research ................................................................................................... 67
Unit 10: Advertising .......................................................................................................... 74

4
Unit 1: Presenting

The objectives of this unit are:

1. Students are able to know the important of

presentation.
2. The students know how to have a good presentation

5
Before go to the reading, watch this following talk.

You can also click on this link

https://www.ted.com/talks/melissa_marshall_talk_nerdy_to_me

Activity 1:

After watching the video, please share your opinion about how what is the most important for
a presentation?

Read the following reading about why we need to present.

Why you should present more (and how to do it)

We all know the truth – almost no one likes giving a presentation, and few people look
forward to watching one.

I see this as a tragedy because, in the right hands, presenting is a wonderful tool. A great
presentation can change minds. It can inspire and motivate people. It can deepen trust
with clients. It can bring teams together and help build an effective culture. A great
presentation can create energy and goodwill and, at the extreme, can change the world.

But it’s not just about other people – presenting can be great for you.

A good presenter can quickly become a respected expert. Good presenters are often
‘front of mind’, both internally and with clients. One of the best ways to build your
personal authority, credibility and visibility is to present. The other way is to write a book,
but trust me – presenting is much easier!

Presenting is a fantastic way to extend your reach, and make new connections. In ‘real
life’ it’s impossible to speak to 30 people all at the same time. In presenting, it’s easy. In
fact, you can speak to hundreds.

6
 I met my biggest client because of a presentation I gave to prospective clients. I could
never have reached that client through advertising or cold-calling, even if I’d spent
thousands of pounds and hours.

If you’re in any kind of new business role, presenting to, and with, clients can help to
make you competitor-proof. Getting out and presenting more gives you an automatic
‘difference’. When I work with small but growing businesses, I advise all of my clients to
build presentations for their clients.

A professional services firm that I worked with reconnected with an ex-client because of a
presentation that they created for their market. That client has been worth almost £3
million to them since that presentation.

I often recommend that clients take the top three problems that their industry is facing,
and build a presentation around that. There’s no ‘selling’ involved, they just present
about the solutions that they’ve found to client problems. Time and time again, there’s a
queue of people at the end who want to know more, or work with them. Even better,
these audiences have self-selected. They are there because they are interested in the
topic. If they are still there at the end, it’s because they like you. The combination of the
two is magical. This is the model I’ve used to build my own business.

Personal ‘brand’ and influence.

Presenting is not only great for those in a sales role. If you want to build internal
reputation and influence, then presenting is perfect – especially in a digital world. When
you present, people get to know you, not just your job title. They want to meet you, and
will ask you for your advice and opinions. They’ll present you with more opportunities.
People talk about you and you’ll be amazed at how you become ‘the person you must
speak to…’

If it’s so good, why doesn’t everyone do it?

Most of my clients want to build their brand, visibility and authority. So, one of the things
I encourage them to do is present more. Most people say two things in response:

‘I already present a lot’

I hate presenting!

Let’s look at these:

‘I already present a lot’. In fact, many people are not presenting – they’re just giving
‘updates’ in front of some PowerPoint slides. This is not the same thing as real
presenting. Real presenting is not about information, data or updates. It’s about how you
affect people with information. It’s about engaging, provoking and inspiring people. It’s
about helping people with your insights and experience.

Once you realize that real presenting is more than just listing some facts in time with
some slides, the possibilities of what presenting can do for you start to open up.

‘I hate presenting’.

7
Although a lot of people say this, I’m not convinced that it’s presenting they actually hate.
I think it’s two things – the possibility of looking foolish in front of other people, and the
idea that you have to ‘perform’.

Presenting is not ‘performing’, it’s ‘communicating’.

But if you view presenting not as ‘performing’ but as ‘communicating a valuable and
relevant message to a group of people who need it’, then it can become much easier. Try
some of the ideas below, and you’ll find that your confidence in presenting can grow
quickly.

And here’s a secret of presenting – the standard of presenting in business is so low that
you don’t need to be very good to appear to be brilliant! It doesn’t matter if you’re
nervous, or shy. The only thing that matters to an audience is that you have a clear
message that is relevant and useful them. If you get that right, they’ll forgive you
anything.

How to do it:

1. Work on your message – make sure it’s right for the audience (there are plenty of
other posts on this blog to help you do that.) Here’s a quick way to do it – ask the
audience in advance what problems they need solutions for. For example, I often run
seminars about creating a great presentation in business. I’ve asked ‘What are the
three most important things you’d like to know about presenting?’. I always get lots
of questions back, and they help me to write a presentation that is tailored to what
my audience needs.
2. Remember that a presentation can take many forms. It doesn’t have to be one
person talking for 30 minutes with PowerPoint. You can use interviews, interactive
exercises, or a facilitated Q and A session. Often, with my clients, I’ll ask them to
create ten minutes of material – perhaps a provocative point of view, or a new
insight into their industry, and then hand over to the audience. If you’ve got this
right, the audience will ask lots of questions and write your next presentation for
you!
3. If you’re in sales, or new business, present to prospective clients as often as you can.
Find out where your clients go to solve their problems, and present there. DO NOT
SELL! You’ll build much deeper relationships and be more credible if you just help
people. If your presentation has value, you’ll get lots of enquiries about working with
you. Even better, the potential client will want to work with you
4. Where possible, present with your clients. Often, your clients will want to present to
their clients. Have you solved a problem together that’s useful for your clients’
clients? I’ve seen many very successful presentations built on this model. It’s a
fantastic way of deepening relationships.
5. If you’re a business owner, look over your advertising/marketing budget and work
out whether presenting might give you better results. For example, a client of mine
stopped exhibiting for six months and paid to present at those exhibitions instead.
Not only did they perform better, the quality of the leads was better. Of course, it
was – the audience came to solve the very problem that the presenter was solving!

8
6. If you really hate presenting, but see the value of it, then get a professional in. For
example, an expert presenter can ‘top and tail’ your presentation, or they can field
questions and comments from the audience. You can relax and just be the ‘content
expert’. The audience won’t care, as long as they’re getting value.
7. If you want to increase your internal influence, then create some presentations to
get your message out into the business. Do you, and your team, for example have
value that is not immediately obvious to other areas of the business? Can you
present that value at a lunch-and learn, or an internal networking event? I worked
with an IT team recently, who realized that they had huge value in terms of their
ability to create problem-solving processes. So, they created a presentation to help
other people in the business solve problems in a structured way. The presentation
was successful, and the reputation of the I.T. team grew quickly.
Source: https://invisible-advantage.com/why-you-should-present-more-and-how-to-do-it/

How to write the slide:

think about your slide last

create a consistent look and feel

think about topic transition

less text

use photos that enhance meaning

The steps of presentation:

starting signalling closing

Starting

greeting and introduce the present main

introduction presentation body

Signaling

functions sequencing ideas

opening a new section
exploring a list of things
adding ideas
highliting and emphasizing

9
Closing

signaling the summarizing inviting

closing
end and concluding question

Here are some links that you can visit to see how to make an
impressive slide:
https://www.youtube.com/watch?v=Vn_bR1AlV-s
https://www.youtube.com/watch?v=wPbylymgQEs
https://www.youtube.com/watch?v=_N7SZ7TBgCY

Activity 2

1. Make a short video about how to start a presentation (greeting, introduction and choose
any kind of topic that you like to be introduced).
2. Make a PowerPoint consist of at least 3 slides that consist of opening, main points and
closing.

10
Unit 2: Types of Company

The objectives of this unit are:

1. understand and use general terms commonly used in
company and business
2. explain types of company in correct English.

11
Business [ˈbɪznəs] is defined as the activity of producing, buying, and selling goods and
services. Then, company [ˈkʌmp(ə)ni] can mean an organization made up of people who
work together for purposes of business or trade. Some related terms referring to
company are as follows. Firm [fəːm] is a business company. Concern [kənˈsəːn] is a
business company. Enterprise [ˈɛntəprʌɪz] is a business company emphasizing the use of
money to take a risk.
Meanwhile, corporation [kɔːpəˈreɪʃ(ə)n] refers to a business taking risk with legal
entity. It is a large company or group of companies authorized to act as a single entity and
recognized as such in law. It is the most common form of business organization, and one
which is chartered by a state and given many legal rights as an entity separate from its
owners. This form of business is characterized by the limited liability of its owners, the
issuance of shares of easily transferable stock, and existence as a going concern. It is one
of the most complex business types.

GENERAL TYPES OF COMPANY

Companies may have various types as described in the following picture.

Sole Trader

Private
Limited
Partnership Company
(Ltd.)

Types of
Business
Public
Limited
Multinational Company
Company
(Plc.)

Franchise

Sole Proprietorship is the simplest type of business owned and operated by an

individual for his/her own benefit. It is a non-limited company. The proprietor undertakes
the risks of the business to the extent of his/her assets. A sole trader/sole owner
(BrE)/PTY (proprietory)--formal/official use-- is to work for one-self, not belonging to a
company. The owner controls all because he/she is the only person knowing the business.
Thus, the government intervention is less. The examples of sole proprietorship
businesses are grocery and retailer.

12
 Single proprietors include professional people, service providers, and retailers. In
informal term, it is also called as freelancer/self-employed person. Freelancer,
or freelance worker, are terms commonly used for a person who is self-employed and not
necessarily committed to a particular employer long-term. Freelance workers are
sometimes represented by a company or a temporary agency that resells freelance labor
to clients; others work independently or use professional associations or websites to get
work. Freelancers must be able to manage time and fund/money wisely.

NB: In Indonesian context, UD (Usaha Dagang) is a business not having liability, unlimited,
and individual ownership. It can belong to sole proprietor.

Partnership (Non-limited company) is made up of two or more partners in which

they agree on how the business will be operated, and all are responsible for the debts
and profits and losses which are shared between them. In all forms of partnerships, each
partner must contribute resources, e.g. property, money, skills, or labor to share in the
business’ profits and losses. All partnerships should have an agreement that specifies how
to make business decisions, including how to split profits and losses, resolve conflicts,
alter ownership structure, and how to close the business if necessary. It is usually for
professionals who want to establish a firm. This business is quite easy and inexpensive.
Some partnerships include individuals who work in the business, while
other partnerships may include partners who have limited participation and also limited
liability for the business's debts and any lawsuits filed against it.
A partnership, as opposed to a corporation, is not a separate entity from the
individual owners. A partnership is similar to a sole proprietor or independent
contractor business because in both of those types of businesses, the business isn't
separate from the owners for liability purposes.
Such a business type is common for practices that offer services such as
accountants, dentists, doctors, solicitors and so on. In other words, it is usually
established due to similar professional background.
There may be junior and senior partners. These partnership types may have
different duties, responsibilities, and levels of input and investment requirements.

13
General Partnership
The general partners oversee and run the business. The partners participate in managing
the partnership and often have liability for partnership debts and obligations.
Limited Partnership
It is a business partnership, often between business operators and investors (limited
partners). The limited partners invest in management but they do not partake (take a
part)/participate in managing the business. It is almost similar to ltd., but smaller in the
scope, in terms of capital.
Private Limited Company (Ltd.) is one that is owned privately by a group of private
individuals. Most of the shareholders in a private limited company will consist of very
close groups of relatives or friends. A private limited company cannot list its shares in the
stock exchanges, (but, a limited company’s shares are listed in the stock exchange and
any person can buy and sell it). If at all a shareholder in a private limited company wants
to transfer the shares, he should have the approval of other shareholders. It has two
different types. First, Private company limited by shares is the company owned by
shareholders. The liability of each shareholder is limited to the original value of the shares
issued to them. If a company goes out of business, shares will be considered based on the
amount of money they have contributed. Second, Private company limited by guarantee is when
a private company is limited by guarantee. It has members who act as its guarantors.
These members contribute a previously agreed amount to support the company in times
of trouble.
There is usually a separate position of those as owners (shareholders) and board of
directors. There is also normally + 50 millions of capital.
Ltd is a standard abbreviation for "limited," a form of corporate structure available
in countries including the U.K., Ireland, and Canada. A limited liability company (LLC) is
the US-specific form of a private limited company. In the United States, a limited
company is also more commonly known as a corporation (corp.) or with the suffix
incorporated (inc.). PTE.Ltd (Private Limited Company) is a term for Singaporean
companies. Sdn. Bhd (Sendirian Berhad) is for Malaysian companies.
Public Limited Company (PLC) is owned by the general public. The legal existence
of a Public Limited Company is separate from its members (shareholders) and the liability
of its members is also limited. Its existence is thus not affected by the retirement or
death of its shareholders. A minimum of 7 members is needed to form a Public Limited

14
company but there is no maximum limit on this. The company collects its capital by the
sale of its shares to the shareholders. The shareholders of a company do not have the
right to participate in the day-to-day management of the company, thus separating
ownership from management. All the major decisions of the company are taken by the
Board of Directors. PLC, or public limited company, is the British equivalent of the U.S.
corporation, or Inc.
Franchise is a type of license that grants a franchisee access to a franchisor's
proprietary business knowledge, processes, trademarks, branding and products; thus
allowing the franchisee to sell a product or service under the franchisor's business name.
In exchange for acquiring a franchise, the franchisee usually pays the franchisor an initial
start-up fee and annual licensing fees. Ongoing royalties paid to franchisors vary by
industry and can range between 4.6% and 12.5%.
Multinational Company A multinational company is a business that operates in
many different countries at the same time. In other words, it’s a company that has
business activities in more than one country. Therefore, the true definition of a
multinational company isn’t that it manufactures in other countries, however; the true
meaning is that the business has operations in multiple countries. This can take form in
many different ways besides manufacturing. Take McDonalds for example. They have
almost 35,000 restaurants located in 119 countries around the world. This means that it
does not only operate the physical restaurants, but it also operates supply chains to
deliver the beef and other products required to keep their locations working properly.
C Corporations, or “C Corps” as they’re commonly known, are the primary format
of publicly held companies. Their shares can be easily bought and sold on public stock
exchanges since there is no limit on the number of shareholders they can have.
C Corp status enables a business to function as a separate legal entity, able to
enter into contracts, borrow money, hire employees and perform all other business
functions without personal guarantees from its shareholders. This separation enables
shareholders to participate in the company’s profits, but without the potential liability
that a sole proprietor or partner would have in the event of liabilities, lawsuits and
income tax obligations.
S Corporations, or “S Corps” (Subchapter corporations), are similar to C Corps in
that they are owned by shareholders, and provide all the same legal protections from

15
debts, lawsuits and other company liabilities. They can also conduct business as a
separate legal entity from their shareholders, including the hiring of employees.
Holding company-(having several companies under the group) is a company that
owns the outstanding stock of other companies. A holding company usually does not
produce goods or services itself. Its purpose is to own shares of other companies to form
a corporate group. However, in many jurisdictions around the world, holding companies
are usually called parent companies, which, besides holding stock in other companies,
can conduct trade and other business activities themselves.

Source:
https://www.bing.com/images/search?view=definition+of+holding+comap&simid

Manufacturing Company is a company that uses raw materials and employee labor
hours to create finished products. Manufacturers mainly focus on production and
creating products or finished goods. Manufacturers rarely sell their products directly to
consumers or the end users of the products. Instead, manufactures usually sell their
products to other businesses down the chain like a retailer, dealer, or wholesaler.
Service Company is a business that generates income by providing services instead
of selling physical products. There are many businesses that are in the service industry.

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 BUSINESS ENTITY TYPES IN INDONESIA

State Owned Company (BUMN) is a business entity whose capital is wholly or

partly owned by the government. There are two types of BUMN in Indonesia right now,
namely Perum and Persero.
Public Company (Perum-Perusahaan Umum) is not oriented toward public service
but toward profit. Employee status is civil servants. Several Perums were still losing
money, so the government was forced to sell some shares to the public (go public) and
change its status to Company Limited.
The characteristics of public companies (Perum) are, among others:
1. An ultimate goal of serving the public interest as well as seeking profits
2. State-owned capital with proceeds derived from loans
3. Led by directors
4. Has a state facility
5. Employees are employees of state enterprises
6. Moves on vital business
7. Has a socioeconomic function
8. It is a legal entity and may prosecute or be prosecuted under civil law
An example of a company that is a business entity liability company is Perum Damri.
Liability Company (Persero) is one that has all of its capital in the form of stock. The
company is managed by a professional team. Typically, these companies put shares into
the stock exchange to be traded. The main purpose of a Persero is to gain profit and to
provide services to the public. Founding capital is derived partly or wholly from state
assets that are separated in the form of shares. (Here you can read about how to
establish liability company in Indonesia
Here are the traits of a Liability Company (Persero):
1. The main objective is profit (Commercial)
2. Capital is partly or entirely derived from the wealth of a country that offered the
stocks
3. Led by directors
4. Employee status is private employees
5. The business entity is written as PT (name of company) (Limited)
6. Not obtained through the state

17
Examples of companies that are liability companies include: PT Garuda Indonesia (
Persero ), PT Angkasa Pura ( Persero )
Private Owned Company (BUMS) is established and financed by a person or group
of people. There are three forms of BUMS, namely Firma (Fa), Commanditaire
Vennootschap or CV, and company limited (PT).
Firma (Fa) is a business entity established by two or more persons. Each of the
members is solely responsible for the company’s obligations. The establishment of a firm
is done by executing an agreement deed before a notary. The agreement shall contain
the name of the founder of the firm, the profit distribution, as well as the terms for the
beginning and the termination of the agreement.
Firm characteristics include:
1. Formed between two or more people using a shared name
2. Responsibility of member firms is not limited
3. Capital obtained is from the submission of some or all personal property
The benefits of a firm are:
1. Easy to establish
2. Greater financial capability<
3. Every decision is made jointly making better decisions possible
4. Clear legal status
5. Division of labor among member in accordance with skills and expertise
Disadvantages of a firm are:
1. The existence of unlimited liability for the debts of the company
2. Continuity of a firm is less reliable because if a member is released, the firm is
disbanded
3. Internal conflict, namely tension between members, can threaten the survival of the
company.
Commanditaire Vennotschap – CV is an enterprise that is established by two or
more persons as partners, either active partners or silent partners. Active partners are
those that provide capital as well as run the business, while silent partners are those who
provide venture capital. Active partners have full responsibility for all the company assets
and liabilities, and silent partners are responsible only for the capital paid. The procedure
for establishing a CV is the same as establishing a firm.
The characteristics of a CV include:

18
 1. Formed between one or more people who provide capital and/or run the business
2. Consists of silent partners and active partners
3. A silent partner is the person who provides capital and does not manage the
company
4. An active or general partner is the person who runs the company
5. The responsibility of silent partners is limited to capital invested
The advantages of a CV are:
1. Easy to establish
2. Can amass large amounts of capital
3. Ability to get more credit
4. Greater expansion opportunity
5. Management can be verified
The disadvantages of a CV are:
1. Responsibility is not limited for the general partners
2. Survival of the company is less reliable
3. It is difficult to pull back its investment

Company Limited (PT) is a business entity whose capital is divided into stocks
(shares). The responsibility for liabilities/debt for the company is limited to the owners of
holdings. There are two types of limited companies, namely a closed PT and an open PT.
A closed PT is one whose shareholders are limited, for example among families. An open
PT (often called PT going public) is a PT whose common shares are sold to the public.
The characteristics of a limited company (PT):
1. Main goal is profit

2. Have commercial and economic functions

3. Not obtained through the state

4. Led by directors

5. Employees’ status is private

6. The government is a shareholder

7. Business relationships are governed by civil law

The advantages of a PT include:

1. Limitation liability for company debts
2. Company’s survival is guaranteed

19
3. Stock ownership can be limited to a particular group
4. Shares are traded easily
5. Easy to attract capital from the public
The disadvantages of a PT include:
1. Relatively high establishment cost

2. Must make tax reports to the government

3. Have no effective means to protect the interests of shareholders

4. Need a special permit to open

(Adapted from “Indonesian Business Entities” by Cekindo Team, 2020)

Stakeholders: parties who have interest in the organization or relationship (either giving
influence or being influenced). The following is the list of stakeholders.

Source:
https://www.bing.com/images/search?view=detailV2&ccid=slidesharecdn.com%2fbusinessobjectivesandstak
eholders

Activity:

1. Please read the types of the company above. Find the difficult words in
your dictionary or you can consult to your lecturer if you still do not
understand.
2. The lecturer groups the students into six groups that consist of 5-6
people and each group discuss the types of company that will be used.

20
 Language Focus: Noun and Adjective
Compare these two lists of nouns:

A coin detail suitcase Job Chair

B money information luggage Work furniture
The words in list A are names of things you can count. They are countable noun. The
words in list B are names of materials or things we see as ‘mass’, and not as separate
items. You cannot count them, they are uncountable.

Countable Noun

Countable nouns have a singular amd plural form. Most plural forms of countable nouns
end in -s or -es:

Minute/minutes Boy/boys
Brother/ brothers Brush/ brushes

Some plural forms are irregular:

Child/ children Mouse/ mice
Woman/ women Man/ men

Some countable nouns have the same form for both singular and plural:
A sheep/ nine sheep
One salmon/ three salmon

countable uncountable

•many --> how many •much --> how much

•use a/an if singular •no number as
and s/es for plural determiner
•use number •can use quantity (a
•a few bottle, a piece, a
litre, etc)
•a little

Some and Any

We use some in affirmative sentences for uncountable noun and plural countable nouns:

• There is some water in the bottle.

• Some friends are coming round tonight.
We use any in negative sentence:

• He hasn’t got any money or any friends.

• There isn’t any milk left.
We can use either some or any in questions. We usually use any in request for information:

• Have you got any notes from the last lesson?

21
 • Is there any milk left?
We usually use some in offers and requests:

• Would you like some fruit?

• Can I have some sugar, please?

A. Which of the following nouns are countable [C] and uncountable [U]?
Money U Tree Job
Car C Idea Traffic
Love Petrol Information
Fun Milk Furniture
Music Advice Weather
homework Work Snow
Building

B. Complete the sentences with a, an, some or any.

1. I haven’t got ..any.. money.
2. Jack hasn’t got ….. sister and he hasn’t got … brothers either.
3. He wanted to use the computer to see … emails he was expecting.
4. I need to buy … toothpaste before I go on holiday.
5. I don’t normally have lunch except for … sandwich.
6. You don’t need to take … food on the trip.
7. You’ve got … great films in your DVD collection.
8. We went skiing this weekend but there wasn’t … snow.
9. I found …insect in my salad so we left the restaurant.
10.I’d like … bread, please.

C. Complete the question with much or many.

1. How ..much.. time have you got at the moment?
2. How … trains into town are there in a Sunday?
3. How … pens do you take when you have an exam?
4. How … orange juice have you had today?
5. How … people are there in your class?
6. How … kilometers do you run each week?
7. How … children has she got?
8. How … homework do you get?
9. How … food do we need?
10. How … pairs of shoes does she own?

22
Adjective

A. Put the words in the right order.

1. (new/ live in/ house/ they/ a) ..They live in a new house..
2. (like/ jacket/ I / that/ green) …
3. (music/ like/ do/ classical/ you/?)
4. (had/ wonderful/ a/ I/ holiday)

23
 5. (went to/ restaurant/ a/ Japanese/we)

B. The words in the box are adjectives or noun. Use an adjective and a noun to complete each
sentence.
Air clouds Foreign holiday Job languages sharp
Black Dangerous fresh Hot knife long Water

1. Do you speak any …foreign language…?

2. Look at those … . It’s going to rain.
3. Sue works very hard, and she’s very tired. She needs a …
4. I would like to have a shower, but there is no…
5. Can you open the window? We need some …
6. I need a … to cut these onions.
7. Fire-fighting is a …

Sometimes we want to use two or more adjective before a noun. Adjectives which express
opinion always go before other adjectives. Other adjectives usually fo in the order given below:
Opinion size shape age color Origin material purpose noun
a/an Lovely Old English Sheep dog
Atractive large round wooden Table
Interesting Scientific experi
ecnce
Beautiful red Italian sports Car

tall American basketball player

A. Put the adjectives in italics into the most natural order

We visited this ..
temple. 1000-year-old incredible
The hotel was full of…
paintings. 1960s unusual
We stayed in a …hut.
beach wooden delightful
She lives in a …house.
by the sea old lovely white-washed
They bought me these …
dolls as souvenir silver and gold plastic Disgusting
Our tour guide was wearing a pair of …trousers
leather amazing bright-pink

24
Unit 3: The Company Identity and Business Details

The Objectives about this unit are:

1. Students understand the components of a company details
(name, address and logo.)
2. Students can make the details of the company in English
3. Students know how to present about their company details
4. Students know about adverb (function and how to make)

25
The Business Details
Every company should have its details that may be written down in a company profile. The
following items should appear at the beginning of your company profile. Make sure to keep them
accurate and up-to-date.
1. Company name
2. Established date
3. Physical address per location
4. Phone and fax numbers
5. Website URL
6. Email address

The Company Basics

Besides business details, it is also advisable to have some basic information inserted in the
company profile. The following basics will vary depending on your business type. So, just keep in mind
that they may not all apply to your company, but you should include those that do.
1. Vision and Mission
2. Logo
3. Motto/Slogan
4. Description of Products/Services
5. History, expansion, and growth
6. Organizational Structure
7. Job Description
8. Public Relation
9. Advertising
10. Industry Information
11. Safety, Health, and Environmental Policies
12. Core Team Details (with Personal Profiles)

The Highlights
The next set of items also will not apply to every company. These are some of the types of
notable achievements and accomplishments that you are recommended to include.
1. Awards
2. Certifications
3. Special Programs and Projects

26
4. Testimonials
5. News or Media Recognition

Optional Items
You may see the following items in other company profiles or within the samples and templates
below. If you feel that any of these is noteworthy for your business, then you should include them.
1. Annual Sales
2. Financial Targets
3. Number of Employees
4. Partners
5. Photographs

Source: https://www.makeuseof.com/tag/company-profile-templates/
COMPANY NAMES
One of the most vital decisions in your business is creating a business name. Even though it looks
simple, but the business name has a tremendous impact on how customers and investors see your
business. Here are some useful tips to choose a business name.
1. Brand Yourself. Define your goal in your business plan and mission statement or decide what you
want your company to communicate to others about itself. For instance, a software company might
want to emphasize the quality and simplicity of its product while an accounting firm might want to
emphasize its accuracy.
2. Address Your Customer Base. You have to understand your prospective customers’ demand. You can
ask the following questions: “who are you trying to reach? Who is your market? Who are the people
that you want to bring in closely? What do they tend to enjoy hearing or seeing in other brands that
they like?”. For example, if your target customers are wealthy, you might want to have a name that
caters to their upscale tastes. If your target customers are working mothers who don’t have time to
clean house, you will want to consider for cleanliness and order, or both.
3. Try a simple name. The shorter in length, the better. You can even make it either into only one-word
name or limit it to two syllables. Trendy upscale restaurants will often have short, punchy names that
emphasize simplicity and quality, like “Fig” or “Feast. Likewise, “Timberland” shoe specializes in
producing boots. Their simple, earthbound name reflects their product nicely. “Tom’s” emphasizes
its personal human touch. K-Mart, a famous chain store in US, is quite simple. It takes “K” from the
initial of its founder, Kresge (Sebastian S. Kresge). DHL, an international courier business, is the last

27
 initials of its founders Dalsey, Hillblom, and Lynn (Adrian Dasley, Larry Hillblom, and Robert Lynn). It is
similar to AT&T, which stands for American Telephone and Telegraph. You can also come up with
simple adjective-noun phrases, like “Black Cyprus”, “North Face”, “Urban Outfitters”, “Gorgeous
Apparel”. They sound evocative and versatile. In addition, one noun and one modifier allow for both
simplicity and accuracy. Try also a gerund verb phrase. This tends to make your business sound active
and fun, like: “Laughing Planet”, “Turning Leaf”. You can also use a proper name, as in “McDonald”;
or play with words, as in “ K-Dee’s Coffee”.
4. Make a unique and unforgettable name. The business name which is unique and unforgettable sticks
to the minds of people. The “sticky” name will stand out from the crowd because it is catchy and
memorable. This is a challenge; moreover, from time to time trends change.

What is the right name for my business?

Black Star? White Star? Blue Star?

5. Make it easy to remember. Shorter names are easier to remember than longer ones. Besides, easy
spelling and pronunciation will make your company name is retained easily in your customers’ brain.
Skip the acronyms, which mean nothing to most people. When choosing an identity for a company
or a product, choose simple and straight forward names. Some company names have become so
famous that their names belong to many people in the world. Then they use it as verbs, for example,
“Google” and “Xerox” in sentences “You can google it, if you can’t find in the dictionary.” “After you
print the report, xerox it.”
6. Pick a name that applies anywhere. Geographically-specific names will lock your business into a
particular position that will require changing the company name if it grows outside that niche.
"Kentucky Fried Chicken" officially changed its name to "KFC" recently for this very reason.
7. Make sure the name is available. For legal purposes, avoid the same name with available business in
your area, country, even in other country, and in the internet. So check the availability of the name
you choose.
Source: https://www.wikihow.com/Create-a-Business-Name

28
 After the company name, there is usually a typical abbreviation showing the type of company
business. Here are some examples:
Ltd (Limited) — commonly used in UK, US, South Africa, Ireland
PT (Perusahaan Terbatas) — Indonesia
Tbk (Terbuka) — Indonesia
Pte (Private) — Singapore
Pty (Proprietary) — Australia, South Africa
Inc (Incorporated) — United States of America
CV (Commanditaine Vennootschap) — Netherlands
LLC (Limited Liability Company) — Middle East
plc (Public Limited Company) — United Kingdom
Sdn.Bhd (Sendirian Berhad) — Malaysia
* Elaborate the definition of quality, simplicity, and accuracy in the reading about company name above.

* Pay attention to the underlined or bold-faced words/phrases in the above

readings and find their definition

Activity

1. Some brands are very famous and become words like “Google” and “Xerox”. Find other similar
examples and explain what their meanings are.
2. Mention five famous company names that are taken from initials like DHL and AT&T.
3. Now, you can try to brainstorm names for your company. When found, try to explain why you
choose that name.

COMPANY ADDRESS

As a part of company profile, it is also important to include the company address. In English
speaking countries, the addresses are often written in abbreviated forms. Here are some
examples of them:
Abbreviation Street Types Abbreviation Street Types
Ave Avenue Hwy Highway
Bvd Boulevard Jnc Junction
Cres Crescent Lane Lane
Dr Drive Pl Place
Esp Esplanage Rd Road
Sq Square St Street
Tce Terrace Sbwy Subway
Wkwy Walkway Upas Underpass
Fwy Freeway Bdg Bridge

29
 There are two versions of writing address, that you can adopt for your company address
as below. Identify the difference.
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri Malang
321 Roseboom St Jl. Soekarno Hatta No. 9
MELBOURNE Vic 3000 Malang
Wrong Address Writing:
English Country Address Indonesian Address
Benley Craft Pty Politeknik Negeri Malang
Street Roseboom 321 9 Soekarno Hatta Street
MELBOURNE Vic 3000 Malang

COMPANY LOGO
A logo is a mark that describes origin, identity, pride, vision, hope, or ownership. A logo has
the objective of being recognized. A right logo design can strengthen the company brand image
and give advantages. Studying the logos, we see on media and in shopping areas, we can find their
characteristics.
SYMBOL OR ICON
This type of logo represents the company in a simple but strong manner. In most cases,
the image is abstract and stylized to give visual interest. Most companies that use this type of logo
will have a very simple main logo, but may modify alternative versions. The human mind can easily
remember a simple form much easier than a complex one. It’s best to use a simple symbol or icon
if you plan on building a large business. You probably recognize symbol logos like Apple, Shell and
Mercedes Benz.

WORD MARK
These are uniquely styled text logos that spell out the company or brand name. Some
examples include Facebook, Disney and Sony.

30
LETTER MARK
The letter mark style uses a symbol representing the company through the use of its initials
or the brands first letter. Many companies choose to use this type of logo because their initials can
better graphically illustrate the company better than the full name. Some companies and
organizations that use letter marks include Hewlett-Packard, Chanel and General Electric.

COMBINATION MARK
These logos combine a wordmark and a symbol or icon to give the flexibility for the use of
either or both elements. One famous example is Adidas.

EMBLEM
An emblem logo puts the company name within the design. Some examples include
Starbucks and Harley-Davidson Motorcycles.

The Meaning behind Company Logos

For ordinary people, company logos are just symbols of identification to be different from
others. However, some logos have meanings in them. The following are discussions about the
company logo meanings.

31
In the Amazon’s logo there is an arrow that looks like a smiling face. The arrow starts from letter A
and ends in letter Z. It means that Amazon retails a wide range of items .

The idea of Apple logo comes from the story of Adam and Eve. The bitten apple represents the fruit
from the “Tree of Knowledge”.

When we look closely at the space between E and X, it shows an arrow pointing forward. It
represents moving forward toward the future.

The points of the star represent the Mercedes company domination over the land, sea, and air.

The Volkswagen logo is very simple. It is the letter art of V (Volks) and W (Wagen). Volks means
“folks” and Wagen means “car”.

32
Similar to FedEx, this Yoga Australia logo “hides” Australian continent between the woman’s raised
leg and back.

Toyota logo consists of three ellipses. Each ellipse represents a heart. They are the heart of the
customer, the heart of the product, and the heart of technological progress.

Source:http://wonderfulengineering.com/10-famous-logos-that-have-a-hidden-meaning/ and
http://stocklogos.com/topic/fantastic-logos-hidden-meaning)

The Meanings of Color in Company Logo

According to research complied by web design and marketing company WebPageFX,
people make a subconscious judgment about a product in less than 90 seconds of viewing, and a
majority of these people make judgments based on color alone. In fact, almost 85% of consumers
state that color as the primary reason they buy a particular product, and 80% of people believe
color encourages people to stick to particular product, and 80% of people believe color increases
brand recognition. Based on the research these are the findings about each main color:
RED
Red is often associated with the heat of sun and fire and is considered a high-arousal color,
often stimulating people to take risks. Red has also been shown to stimulate the senses and raise
blood pressure, and it may arouse feelings of power, energy, passion, love, aggression, or danger.
YELLOW
Yellow is often associated with the heat of sun and fire and is considered a high-arousal
color. It may stimulate feelings of optimism and hope or cowardice and betrayal.
BLUE

33
 Blue is often associated with the coolness of the sea and sky. It has been shown to calm
the senses and lower blood pressure. It may stimulate feelings of trust, security, order, and
cleanliness.
ORANGE
Orange is often associated with the heat of sun and fire and is considered a high-arousal
color. It may stimulate feelings of energy, balance, and warmth.
GREEN
Green is often associated with the coolness of leaves. People often associate it with nature,
health, good luck, and jealousy.
PURPLE
Purple is generally considered a low-arousal color. It may stimulate feelings of spirituality,
mystery, royalty, or arrogance.

Adapted from What Your Logo’s Color Says about Your Company (Infographic) by Rachel Gillet

Activity

1.Identify the following logos based on the classification in the above information.
2.Then, check the meaning of those logos on internet and explain to the class
3. Watch : https://www.youtube.com/watch?v=RBTiTcHm_ac

WWF

34
Language Focus: Adverb

35
A. Look at the pictures and complete the sentences with these adverbs:

B. Complete the sentences. Choose from the boxes.

36
C. Which is right?

Unit 4: Company Objectives (vision, mission and tagline/motto)

Learning Outcome:

After completing this unit, the learners are expected to be able to:

1.understand the components of a company profile: company

objectives (vision, mission, and motto/tagline)

2.make a company profile in English

3.use expressions discussed in this unit in their own sentences

4.present a company profile

37
 CORPORATE VISION & MISSION

Do you

Have

a vision?

The leaders of a company need to explain their organization’s purpose and direction through statements.
When those statements are expressed clearly and concisely, they can motivate the team, or the
organization as a whole, with an inspiring vision of the future.

More specifically, vision and mission statements tell people what the business is, what the business offers
to the public, and how the business performs. Vision statements tell about how the company look ahead
and what the company goals and aspirations are. It is future-oriented. This is the direction and inspiration
for the company. Vision statements are timeless: even if the organization changes its strategy, the vision
will often stay the same.

See the examples of vision below:

Disney To make people happy.

Microsoft A computer on every desk and in every home; all running Microsoft software.

Nike To be the number one athletic company in the world.

Wal-Mart Become a $125 billion company by the year 2000.

Ford To become the world’s leading Consumer Company for automotive products and services.

Ikea To create a better everyday life for the many people.

What is

Your

mission?

Your mission statement explains what your business must do every day to make your vision statement
come into reality. It is practical and focuses on the present time. This is just like the answer to questions
such as ”What should I do today? How should I act today?. In other words, mission is about doing or daily
operations. It explains the practical things to achieve the vision. Mission statements tend to be short, clear
and powerful. Here are the example of missions.

38
Bristol-Myers Squibb

Company (Pharmaceuticals) → To discover, develop, and deliver innovative medicines that help patients
prevail over serious diseases.

Nike → To bring inspiration and innovation to every athlete in the world

The Dow Chemical Company → Become the most innovative, customer-centric, inclusive and sustainable
Materials Science Company in the world

PT Garuda Indonesia → delivering excellent Indonesian hospitality and world best experiences to customers

Exercise

❖ Pay attention to the underlined or bold-faced words/phrases and define their meanings.

Activity
1. Try to find visions and missions of a well-known company (can be either from
Indonesia or overseas) and identify what the company wants to tell to people.

2. Make the vision and mission of your own company.

COMPANY MOTTO/SLOGAN/TAGLINE
What Is a Business Motto?

“Let’s get the feeling”.

“The power of dreams”.
“Connecting people”.
“City never sleeps”.

Motto

Motto is a phrase or sentence that contains a belief or an ideal (expressing a rule of conduct
or philosophy of life). It is used to remind all company members/employees about a guiding
principle in the company so that they all will keep motivated. Mottos serve to protect the identity
of a company and to make them appear distinct from others. For employees, it is the company
purpose and culture. It should inspire staff to behave in ways that support the company operation.
And expectedly it can make the employees take pride in working for the company. Can you imagine
if the company has a very plain and un-inspirational motto like “Nothing special” or “We are just
ordinary bakery”? Those mottos sound modest and humble, but it does not give any
encouragement for the employees and prospective customers.

39
 For customers, motto is an expression of value that the company creates in its business
practices. Company mottoes can also attract customers’ interest. A motto can also a company
brand.

The motto above does not only promote the quality but also promote the improvement of
daily life quality. The motto seems to tell that good food causes good life. It suggests that the
customers concern not only with good product but also good life style. You can also take a look at
the following mottos.
• Time is money
• Honesty is the best policy
• Time and money wait for none
• Do not do unto others what others don’t want to do unto you
• Be brave
A motto has always been a permanent, important fixture (as opposed to taglines and slogans).

Slogan
A slogan is a catchy phrase or sentence used mostly by businesses, organizations, and political
parties to attract new members and clients. A slogan can be a very powerful marketing tool as it
can appeal to the customers of a company in such a manner that they support the brand and be
loyal to it. In other words, slogans are used by the companies to promote their products and their
images Slogans are simple but impressive in the sense that they can be understood by all.
Take a look at the slogans of some of the popular companies.
• Life is good (LG)
• Think different (Apple)
• Rebel by choice’ (Harley Davidson)
Tagline/Punchline
It is short, snappy and representative of your brand and what you aim to achieve without explicitly
mentioning your product or service. Taglines are front-facing. They’re essential for building a
brand. You want to get your tagline to become so recognizable that when people hear those three
or four words, they instantly think of you. Take a look at the following tagline.

• KFC’s “Finger Lickin’ Good

• McDonald’s “I’m Lovin’ It”
• Nike’s “Just Do It”
• L’Oréal’s “Because You’re Worth It”
• Chevron Editing’s “Excellence For You”

What is the difference between Motto, Slogan and Tagline?

Motto Slogan Tagline

40
 Reflect the belief or ideal and Simpler than mottos Represent brand
help in motivating people
Can be of individuals, Catchy sentences that help Front-facing
organizations, and even companies have loyal
countries customers
Used to label their distinct Used to build a brand
quality or feature to attract
customers
Represent a single product or A tagline captures the
as a part of advertising spirit of a brand’s
campaign (embodies specific
campaign goal)
More specific than tagline
More temporary and more
particular aspects of branding

Source:https://www.differencebetween.com/difference-between-motto-and-vs-slogan/
❖ Pay attention to the underlined or bold-faced words/phrases and define their meanings

STUDENTS’ TASK
1. Below are a set of company mottos, slogans, and/or taglines. Match them to the right column
containing company names. To do it faster, browse in the net.
For examples:
1. Finger lickin’ good! KFC
2. Let your fingers do the walking Yellow Pages
No
Motto/Slogan/Tagline No. Company
.
1 Fly the friendly skies 1 Adobe
2 It just tastes better 2 AIG
3 It keeps going, and going, and going 3 American Airlines
4 A diamond is forever 4 American Express
5 Always low prices 5 Apple
6 American by birth. Rebel by choice 6 Audi
7 At the heart of the image 7 BMW
8 Because I’m worth it 8 British Airways
9 Better by Adobe 9 Burger King
10 Better snacking 10 Calvin Klein
11 Between love and madness lies obsession 11 Camel
12 Choose freedom 12 CNN
13 CocaCola refreshes you best 13 CocaCola
14 Come to Marlboro Country 14 DeBeers
15 Connecting people 15 Dell Computer
16 Don’t leave home without it 16 DHL
17 Easy as Dell 17 Disneyland
18 Enjoy the ride 18 Dunkin Donuts

41
19 Fair and balanced 19 eBay
20 For life 20 Electrolux
Energizer Batterie
21 Free enterprise with every issue 21
s
22 Get a piece of the rock 22 FedEx
23 Get the feeling 23 Fox News
24 How well do you share? 24 General Electric
25 I’d walk a mile for a camel 25 Gillette
26 I’m lovin’ it 26 Harley Davidson
27 Intel Inside 27 Hewlett Packard
28 Invent 28 Holiday Inn
29 It gives you wings 29 Honda
30 It’s everywhere you want to be 30 IBM
31 Just do it 31 Intel
32 Lucky Strike means fine tobacco 32 Jaguar
33 Must see TV 33 Kodak
34 Never follow 34 L’Oréal
35 Nothing sucks like an Electrolux 35 Lucky Strike
36 Obey your thirst 36 Marlboro
37 Passion for the road 37 Mazda
38 Pleasing people the world over 38 McDonald’s
39 Share moments Share life 39 Microsoft
40 Slightly ahead of its time 40 Mitsubishi Motors
41 Solutions for a small planet 41 NBC
42 Something special in the air 42 Nike
43 The art of performance 43 Nikon
44 The best a man can get 44 Nissan
The best kept automotive secret in Americ
45 45 Nokia
a
46 The fun develops instantly 46 Panasonic
47 The happiest place on earth 47 Pepsi
48 The most trusted name in news 48 Peugeot
49 The power of dreams 49 Polaroid
50 The taste of a new generation 50 Prudential
51 The ultimate driving machine 51 Redbull
52 The way to fly 52 Ricoh
53 The world on time 53 Sprite
54 The world’s online marketplace 54 Sunkist
55 Think different 55 The Economist
56 Think small 56 Toshiba
57 Time to make the doughnuts 57 Toyota

42
 58 Wake up and drive 58 United Airlines
59 We bring good things to life 59 VISA
60 We know money 60 Volkswagen
61 We move the world 61 Volvo
62 We’re moving beyond documents 62 WalMart
63 Western Airlines the only way to fly 63 Wendy’s
64 Where’s the beef? 64 Western Airlines
65 Your potential Our passion 65 Xerox

2. Find two mottos from two different companies of the same business line (for example,
Blackberry and Samsung, Yamaha and Honda, and Nike and Adidas). Explain their meanings and
tell which one you prefer with your reasons.

Adidas Nike
“Impossible is nothing” “Just do it”

Activity:

1. Based on your company name, logo, vision and mission, create a tagline that
you think is the most suitable to represent your company.

Language Focus: Comparative and Superlative Adjective

COMPARATIVE AND SUPERLATIVE ADJECTIVE

One-syllable adjectives
To form the comparative, add -er and to form superlative add -est to basic adjectives such as
cheap, dark, light, small, slow and tall.
Tall taller tallest

Add -r or -st to adjective ending in -e: large, late, strange, nice, safe
Large larger largest

Double the final consonant and add -er or -est to adjectives ending in one vowel and one
consonant: hot, fat, sad, big, wet.
Hot hotter hottest

Regular adjective with two syllables and more

43
Change the -y and add -er or -est to adjectives ending in -y: easy, lazy, noisy, happy, funny, silly.
easy easier easiest

Use more and most in front of all adjectives with more than two syllables: beautiful, intelligent,
comfortable, interesting, and expensive
expensive More expensive The most expensive

Irregular adjectives:
good better The best
Bad worse The worst
far Farther/ further The farthest/ the furthest

USE
We use comparative and superlative adjectives to show how people or things are different in
some wat. We normally use comparative to compare two things. Comparative shows more of a
quality or characteristics. We use than in sentences where two people or things are compared
using a comparative adjective.

I am faster than John. She is taller than me.

Berlin is larger than Hamburg. It’s hotter today than yesterday.

We use superlative to talk about a person or thing who has more of a particular quality than all
others if their type. We always use the definite article the before superlative forms and we don’t
use than.

I am the most intelligent students in the class. NOT I am the more intelligent student..
Who is the richest person in the world? The USA is the most powerful country in the
world.
Rio de Janeiro is one of the most beautiful He is the worst teacher I know.
cities in the world.

A. Write the comparative and superlative forms of the adjectives.

Adjective Comparative Superlative
1. Quiet ..quieter.. ..the quietest..
2. Economical
3. Easy
4. Quick
5. Noisy
6. Clever
7. Exciting
8. Soft
9. Smooth
10. Comfortable

B. Write the opposites using the adjectives in the box.

difficult cheap old noisy light narrow Slow
cool clean far beautiful sad dangerous Interesting

44
 1. Easier ..more difficult.. 2. Warmer
3. Quieter 4. Wider
5. Dirtier 6. Happier
7. Uglier 8. Faster
9. More boring 10. More expensive
11. Heavier 12. Safer
13. nearer 14. Younger

C. Study the information about three countries and complete the sentences with the
comparative or superlative form of the adjective in the brackets.
1. India is ..smaller.. than ..Brazil… (small)
2. The coastline of … is … than the coastline of Brazil. (long)
3. … has … population. (big)
4. Brazil and India have … population than … . (young)
5. … has … birth-rate. (high)
6. People in … have … lives than people in Brazil. (short)
7. … is … country of the three. (poor)
8. The economy of … has … growth rate. (slow)

45
UNIT 5: COMPANY HISTORY AND COMPANY STRUCTURE

Learning Outcome:
The objectives of this unit are to make the students:
1. know the components of a company history
2. know about how to choose the suitable organizational
structure for their company based on the type of the
company and its needs

46
 COMPANY HISTORY

Every company has a story to tell. The company history features the most compelling stories
throughout the company establishment. Along with those stories, all significant achievements such as
patents or major contracts won must be included. The message behind your corporate milestones can
even become the cornerstone of your brand. Below is what should be included in the company
history.
1. When and why your company was started.
2. A brief profile of the founders.
3. Major turning points in your company’s life.
4. Amusing and inspirational events that have occurred along the way.
A company history can be presented into two ways/styles. Look at the table of Harley Davidson
company that presents its history in two styles.

Timelines Essay
1870 The history of Harley Davidson company
Birth of William A. Davidson, Milwauke cannot be separated from the births of a
e. couple of brothers: William A. Davidson
1876 (1870), Walter Davidson (1876), William
Birth of Walter Davidson, Milwaukee. S. Harley (1880), and Arthur Davidson
1880 (1881) in Milwaukee.
Birth of William S. Harley, Milwaukee.
1881 In 1901 William S. Harley (21) completed
Birth of Arthur Davidson, Milwaukee. a blueprint for an engine designed to fit
1903 into a bicycle.
Harley and Arthur Davidson built the fi
rst production Harley-Davidson in 190 Harley and Arthur Davidson built
3. It features a the first production of the Harley
3-1/8-inch bore and a 3-1/2-inch strok Davidson in 1930. It featured a
e yielding 7.07 cubic inches (116cc). Th 3-1/8-inch bore and a 3-1/2-inch stroke y
ey made a ielding 7.07 cubic inches (116cc). They m
more powerful motor with the assista ade a powerful motor with the
nce of Ole Evinrude. assistance of Ole Evinrude.
Harley and Davidson work in a 10 x 15-
foot shed on Chestnut Street (later ren Harley and Davidson worked in a 10 x 15
amed Juneau Avenue) which is still the -foot shed on Chestnut Street (later rena
address of Harley-Davidson’s head med Juneau Avenue) which is still the
office. address of Harley-Davidson’s head
office.

Source: http://www.motorcycle.com/manufacturer/history-harley-davidson-motorcycle.html

https://www.business.com/articles/writing-a-company-history/

47
Generally, a company history is written in past forms, but it is possible we can find some companies
write it in simple present form although it happened in the past.
For students to do the exercise in writing a company history, it is advisable they write it in simple past
forms. The following vocabulary can be used in telling the history of a company:
Found A year later In the beginning
Built established Later
Achieved reached won

Exercise:

❖ Pay attention to the underlined or bold-faced words/phrases and define their meanings.

Activity

1. Watch: https://www.youtube.com/watch?v=5b18LXBpVDo. It is a video about

Coca Cola Company, try to analyze how they make the time line of history in
terms of video.
2. Try to find an example of a history of a well-known company (either from
Indonesia or overseas), and give comments on the style it is written, the
language it is used, and the milestones it is included.

COMPANY ORGANIZATIONAL STRUCTURE

Types of Business Organizational Structures
Every company, large or small, should have a defined organizational structure. The good
organizational structure clarifies the relationships within the organization so that the flow of work can
be smooth. Let’s study five common organizational structures.

1. Matrix Organizational Structure

(taken from Types of Business Organizational Structure pingboard.com)

A matrix structure provides for reporting levels both horizontally and vertically. With this structure
the employees from different departments working together to develop a new product line. A
challenge for this structure arise when employees are given direction from two different managers

48
who demands priotrity. This structure can also be present in book publishing companies that have to
produce books with several titles together at the same period.
2. Functional Organizational Structure
Director

Marketing Purchasin Office HRD Financial

Manager g Manager Manager Manager
Manager

The most common organizational structure is functional structure. It has departments with specific
functions. Managers of each department report to one director. The director is responsible for all
operation areas. The problem is present when different departments focus only on their own
responbsibility and are unwilling to support others.

3. Product Organizational Structure

PT. FOOD
HOLDING

Noodle Dairy Beverages Snacks Bakery

This structure consists of different product lines. It organizes products by category but can create
completely separate processes from other product lines within the organization. Another company of
this type can be a media corporation that produces newspaper, tabloids, magazines, and online
publication.

4. Customer Organizational Structure

Healthcare industries usually adopt customer organizational structure for better service to the public.
This structure ensures customized service for the customers according to the patients’ special need.

Hospital
Director

Medical Outpatien Employee Inpatient Volunteer

Staff Vice t Vice s Vice Vice Vice
President President President President President

(adapted from Types of Business Organizational Structure pingboard.com)

5. Geographic Organizational Structure

49
 Mobile
Phone
Company
President

Sumatra Java Bali Kalimanta Sulawesi NTT, NTB,

Region Region n Region Maluku and
Region Papua
Region

Organizational structure is suitable for the company that covers a wide span of geographic regions. It
supports logistical demands in geographic customer needs.
Solid and Dotted Line Reporting Relationship
Lines in an organization chart can be in the forms of solid lines or dotted lines. The dotted line is also
referred to as a broken line or dashed line. They represent different types of reporting relationships.
The weight of the line is meant to represent the level of power and influence of the different
managers.
1. The solid line reporting relationship is similar to a traditional line management role. The solid
line manager tends to look after the goal setting and performance evaluation processes and
in the event of a dispute. The solid line manager is also the manager to whom the individual
will tend to defer. The solid line role is often given to either the functional manager or a
manager who is geographically close to the individual. This is aimed at easier oversight.
2. The dotted line relationship is weaker than solid line relationship. The dotted line manager
still has a formal right to some part of the individual's time and attention and will usually set
some goals.
For example, a special assistant to the CEO who also reports to the board of directors. The assistant's
direct supervisor is CEO. The reporting relationship between the assistant and board is represented by
a dotted line in org chart.
Another example is the reporting relationship between Human Resources director and mangers from
other departments.

Source: https://www.edrawsoft.com/add-dotted-lines.html#
Activity:
❖ Pay attention to the underlined words/phrases, and determine their definitions.

JOB DESCRIPTION

50
Job descriptions are essential parts of hiring and managing staffs in a company. They can help
employees understand their roles, jobs, and responsibilities. They are in the form of summaries.
A job description should be practical, clear and accurate to effectively define your needs with proper
language. About the grammatical form, because the job title has been the subject of the job
description, it may be eliminated, only pertaining the verb, object, and adverbs of the sentence.
For example, a job description of a secretary might read:
- Receive, direct and relay telephone messages and fax messages
- Maintain the general filing system and file all correspondence
- Assist in the planning and preparation of meetings and conferences
The present forms of verbs should be used, and the verbs used in the job description must be
parallel, if the first description uses “verb 1”, so the following description must use “verb 1” as the
example above.
If the first description uses “verb + ing”, so the following description must use “verb + ing” as the
example below:
- Receiving, directing and relaying telephone messages and fax messages
- Maintaining the general filing system and file all correspondence
- Assisting in the planning and preparation of meetings and conferences

If the first description uses “verb + s”, so the following description must use “verb + s” as the example
below:
- Receives, directs and relays telephone messages and fax messages
- Maintains the general filing system and file all correspondence
- Assists in the planning and preparation of meetings and conferences
For better understanding, it is advisable to learn the common verbs used in job descriptions below:

accommodate compute hire process report

achieve conduct identify program research
acquire confer illustrate provide resolve
address consolidate implement purchase review

51
adjust contact improve quantify schedule
administer construct evaluate receive search
advise consult execute maintain select

Activity

1. Watch https://www.youtube.com/watch?v=wO_-MtWejRM and

https://www.youtube.com/watch?v=Vbcpr1TS9NM.
2. Discuss with your friends in your group about the organizational structure that you
think is the most suitable for your company.

Language Focus: Compound Adjective

Definition
Compound adjective is formed when two or more adjectives are joined together to modify some
noun. These terms should be hyphenated (-) to avoid confusion or ambiguity. For example:
➢ Diana submitted a 6-page document
➢ She adopted a two-year-old cat.
➢ Daniella is a part-time worker.
➢ This is an all-too-common error.

NOTE:
Combining an adverb and adjective does not create a compound adjective. No hyphen is required
because it is already clear that the adverb modifies the adjective rather than the subsequent noun.
For example:
➢ It was a terribly hot day.
➢ It is an amazingly good idea.

Taken from https://www.teach-this.com/images/resources/compound-adjective-practice.pdf

A. Describe the noun with compound adjective.

1. A walk that takes ten minutes .. a ten-minute walk..
2. A building that has twelve stories
3. A boy who is five years old
4. A report that is thirty pages long
5. Students in high spirits

52
 6. Children who behave well
7. A monster with green eyes
8. A man who has short hair
9. A lady with a kind heart
10. An app that saves time
11. A dessert that makes your mouth water
12. A woman who has a strong will
13. Traffic that moves slowly
14. A man who looks good
15. Medicine that lasts a long time

B. Match the words together to make a compound adjective.

C. Use the compound adjectives from the previous exercise to complete the sentences.

53
Unit 6: Management Profile

Learning Outcome:

The Objective of this unit are to make the students:

1. understand about management profile

2. make their own management profile
3. know how to describe the role of each person of the company
4. present a management profile

54
 PERSONAL PROFILE
A management profile is presented briefly by emphasizing on each personal profile’s description of
the capabilities (skills and behaviors) and attitudes. The management profile is important to introduce
the executives who are in charge in the management board. In some cases, investors have funded
start-up companies primarily on the basis of the people who will run them. Long-term business
success depends, above all, on the quality of the team providing the leadership, direction, and vision.
Summarize each key person’s profile into a description of no longer than one-half page, following
these tips:
• When describing team members, include everything that’s relevant to the potential success
of your business. But keep each biographical description brief, to the point, and less than a
half page in length.
• If yours is a single-person operation, you don’t have to spend too much time describing
yourself in your plan, but do have a resume highlighting your education, experience, and
accomplishments ready for when the information is requested by a banker, supplier, or
prospective investor.
• If you’re running a larger business, feature biographies of up to five top managers in your
business plan, including all the big Cs: CEO (Chief Executive Officer), COO (Chief Operating
Officer), CFO (Chief Financial Officer), and CTO or CIO (Chief Technology Officer or Chief
Information Officer).
• Depending on the size of your company, you may also want to include brief descriptions of
the members of your Board of Directors, Board of Advisors, or consultants who play a major
role in making your business a success
The following is the key items that can help you write management’ profiles

.
Source:
https://www.dummies.com/business/start-a-business/business-plans/how-to-describe-the-management-team-
in-your-business-plan/

The examples of personal profile description.

55
 Hari Teguh is the managing director of PT. Terang
Sejahtera. He is also the founder of the company. He
studied business in Polinema and has innovative visions
that make this company survive and develop well until
now.

Juanita Rahman is the financial manager of PT. Terang Sejahtera.

Together with Mr. Hari Teguh she built the strong foundation of
this company. Her expertise in financial matters helps the
company survive monetary crises in Indonesia.

Putra Yudha is a computer expert and had 3 years of experience

working in a multimedia company before joining PT. Terang
Sejahtera as the IT specialist. His creative visions are very crucial
to drive the company’s promotion campaign and products
packaging.

Activity:
❖ Pay attention to the underlined words or phrases from the above reading. Try to find the
meaning of them.
1. The executives
2. The management board
3. Long-term business success
4. Biographical description
5. Feature (verb)

❖ Match the description in the left columns to the famous businemen figures as follows:
Oprah Winfrey Tim Berners-Lee Donald Trump
Estee Lauder Ted Turner Phil Knight
Richard Branson Coco Chanel Henry Ford
Thomas Edison Steve Jobs Bill Gates

No. DESCRIPTIONS
1 He filed over 1,000 patents during his life. He made a fortune throught the electric
light bulb and phonograph.
2 He was a high school drop out. He founded the Virgin group of more than 400
companies. It all grew out of a small record shop in London. He said that he
became an entrepreneur by chance because he wanted to have some fun and do
things better than existing firms.
3 He was the co-founder of Apple Computers. He also oversaw the development of
key innovations in the mobile technology revolution such as iPhone, iPod and iPad.

56
 4 He is the co-founder of Microsoft. He helped the revolution of operating system
for personal computers and became one of richest persons in the world. He now
works full-time for his charitable foundation.
5 He pioneered the use of mass production for motor cars. He helped to reduce the
price and make cars affordable for the average American consumer.
6 She was a French designer and costume maker. She defined feminine style and
dress in the 20th Century.
7 She was an influential talk show host, who has also created a
successful business empire, including her highly famous book
club. She is considered one of the most influential women in the world.
8 He is a British computer scientist who is credited with inventing World Wide Web
(WWW). He enabled a system to be able to view web pages (hypertext documents)
through the internet. He is also a director for WWW Consortium (W3C).
9 He is a real estate and media mogul. He is outspoken and controversial. He is
frequently put as a center of attention by media.
10 With her husband, she created America’s biggest cosmetic company in 1946. It
specializes in skin care and beauty creams.
11 He is an American media mogul. He is the founder of 24 hour news channel CNN.
He is also one of the largest landowners in the US.
12 He is the founder and CEO of Nike, a famous sport and fitness company. He is from
Oregon, USA. He loves sport. He has a tattoo of his company logo on his left leg. He
is interested in Asia, especially Japan. His company headquarters are located in
Beaverton, Oregon.

Source: http://www.biographyonline.net/business/top-10-entrepreneurs.html

Activity

1. Watch https://www.youtube.com/watch?v=j6k2AWpQySQ
2. There are many prominent entrepreneurs in our country. Choose one of them.
Tell about his / her success story and also your reasons to choose him as the
figure of your report.

Language Focus: Describing Job

A job description summarizes the essential responsibilities, activities, qualifications and skills for a
role. An effective hob description will provide enough detail for candidates to determine if they are
qualified for the position

What you should mention when you are describing your job:
• job title
• job summary
• responsibilities and duties
o outline the core responsibilities of the position
o highlight the day-to-day activities of the position
o specify how the position fits into the organization

57
 • qualifications and skills
• salary and benefits
Watch the following video about how you describe your job
(https://www.youtube.com/watch?v=gKRApv4eo3E).

After watching the video, try to find out:

1. the job title
2. job responsibility(ies) and duty(ies)
3. qualification(s) and skill(s)

58
Unit 7: Product and Service

Learning outcomes:
The objectives of this unit are the students:
1. Describe the details of products and services
2. Know how to write a content writing to describe the
product
3. Create and produce a clear and well-printed product catalog

59
 Product or Service
A product can be classified as tangible or intangible. A tangible product is a physical or discernible
object that can be perceived by touch such as a building, vehicle, gadget, or clothing. An intangible
product is a product that can only be perceived indirectly such as an insurance policy. Services can be
broadly classified under intangible products which can be durable or non-durable.

Sometimes, services are difficult to identify because they are closely associated with a good; such as
the combination of a diagnosis with the administration of a medicine or a car buyer who buys a
comprehensive bundle of service benefits, in addition to the tangible components of the car.

However, there is a distinct difference between them and it is important to establish some working
definitions. One way to think of them is from the clients’ point of view. When a client asks "what can
you make for me?" they are asking about products; when a client asks "what can you do for me?"
they are asking about services. While a product is something that can be measured and counted, a
service is less concrete and is the result of the application of skills and expertise towards an identified
need. A product is something you can point at, whereas a service, as The Economist defines it, is any
activity "you can't drop on your foot" although this definition doesn't hold up when the products are
digital in form – weightless objects that have no mass or material definition aside from the physical
media on which they exist. Nonetheless, even in file-based workflows, there is a distinction between a
product being produced and a service provided to fill a need.

A company may produce and offer several products or services with different brand names. A food
company, for instance, produces various types of food and beverage with different brands because
they want to cover a wide diverse range of customers of all ages. The product variety can be in the
form of noodles, dairy, snacks, seasonings and beverages. Furthermore, the noodle product may vary
in forms. The company may produce bag noodles, cup noodles and egg noodles. For beverages, it may
produce tea, soda, mineral water, or milk. Another example is the shampoo product. The company
may produce shampoo in different bottle sizes. A service company, say a hotel, may provide
interesting offers of room types, special rates, sport facilities, entertainment facilities, spa, sauna, tour
guide, pick up service, and wedding package.

Source:
https://en.wikipedia.org/wiki/Product_(business)
https://www.archives.gov/preservation/products/definitions/products-services.html

Activity:
❖ Pay attention to the underlined words/phrases and find their definition for your vocabulary
enrichment

60
 Taken from https://publications-us-en.ikea.com/ikea_catalog/page/8-9

Activity

1. Watch https://www.youtube.com/watch?v=SOQyJeTBmnA about catalogue

service
2. Find an example of product or service catalogs from a well-known company,
either from Indonesia or overseas.
3. Determine sorts of specifications described in the catalog.
4. Make catalogue about your company product or services.

A product catalog is a type of marketing collateral that lists essential product details that help buyers
make a purchase decision. These details include product features, descriptions, dimensions, price,
weight, availability, color, customer reviews, and more.
Source: https://www.paperflite.com/blogs/product-catalog

Language Focus: Content Writing

What is content writing?

Content writing is the process of planning, writing and editing web content, typically for digital
marketing purposes. Content writing skills give you the ability to write clear, consistent and relevant
content that delivers an engaging experience for your company’s target audience. The use of
effective content writing directs them to visit your company’s website for more information.

Content writing is important for all types of different content formats, including:

• Video scripts
• Email newsletters
• Keynote speeches
• Social media posts
• Podcast titles
• White papers

61
 • Web page copy
• Landing pages
• YouTube video descriptions

Skills that you should have:

adaptability
•content writters mush be able to adapt their style and tone to each individial assignment

research
•providing readers with relevant and truthful content is the best way to maintain the credibility

originality
•original content positively impact readers by presenting their site as a respected and reliable resource for
information

Search Engine optimization

•understanding SEO to make sure your content is easy to find; keep up with trends and adapt techniques as
needed to ensure the article is ranked high in search engine

communication
•communication skill assists you in accurately conveying your message intended audience

editing
•avoid typos, grammatical errors, redundancy and overused words,

Watch this following video about content writing:

(https://www.youtube.com/watch?v=ydyfLWUPxz8).

(https://youtu.be/Hzgzim5m7oU)

62
Activity:

1. Find an information/ description of a product/ service from any kind of social media
platform that you think is interesting and explain in brief why do you think it is
interesting.
2. Think about a short description of one of your product or service to be used as a
social media caption (can be Instagram, Twitter, Facebook, or even a web)

63
Unit 8: Company Profile

Learning outcomes:
The Objectives of this unit are the students:
1. Can make their own company profile based on the previous chapter project
2. Are able to present the details of their company profile in a good English
presentation
3. Can make a good English PowerPoint to support their presentation.

64
 Business English 1 Project Timeline
Making Company

STUDENTS’ PROJECT

Work together with a group of 5 to 6 (members) to discuss and plan your business. Follow the given
steps.

STEP 1. Start your business plan by deciding type, name, address, logo and meanings, vision
and mission, and motto/slogan of your company.
STEP 2. Continue writing your company history.
STEP 3. Determine your organizational structure, job descriptions of each management
position and management profiles.
STEP 4. Write and design the product / service descriptions for your catalog of
product/service
STEP 5. Compile all the points of your business plans and put them into a well-designed
company profile and product catalog
STEP 6. Present your company profile in front of the class and provide your presentation
with good and interesting PPt.

The following checklist may help you monitor your work in establishing your imaginary company.

CHECKLIST OF COMPANY PROFILE

65
 No Topics Sub Under 50% 50% to 75% Completed
1 Company Identity Name √
Address √
Logo √
Logo
Meanings
Motto/Slogan
2 Vision and Mission Vision(s)
Missions
3 History
4 Organizational
Structure
5 Job Descriptions
6 Management Profiles
7 Products Types
Brands
Taglines
Pricing
Etc.

Gather all your company profile data in one good file folder.

66
Unit 9: Market Research

Learning outcomes
The objectives of this unit are the students:
1. Know the definition of market research
2. Know the important of market research
3. Be able to make questionnaire used for market research
4. Be able to make report of a marketing research

67
Market Research
Definition: the process of gathering, analyzing and interpreting information about a market, about a
product or service to be offered for sale in that market, and about the past, present and potential
customers for the product or service; research into the characteristics, spending habits, location and
needs of your business’s target market, industry as a whole, and the particular competitors you face.
Market research involves two types of data:
• Primary information. This is research you compile yourself or hire someone to gather for you.
• Secondary information. This type of research is already compiled and organized for you.
Examples of secondary information include reports and studies by government agencies,
trade associations or other businesses within your industry. Most of the research you gather
will most likely be secondary.
When conducting primary research, you can gather two basic types of information: exploratory or
specific. Exploratory research is open-ended, helps you define a specific problem, and usually involves
detailed, unstructured interviews in which lengthy answers are solicited from a small group of
respondents. Specific research, on the other hand, is precise in scope and is used to solve a problem
that exploratory research has identified. Interviews are structured and formal in approach. Of the
two, specific research is the more expensive.
If you choose a direct-mail questionnaire, the following guidelines will increase your response rate:
• Questions that are short and to the point
• A questionnaire that is addressed to specific individuals and is of interest to the respondent
• A questionnaire of no more than two pages
• A professionally-prepared cover letter that adequately explains why you're doing this
questionnaire
• A postage-paid, self-addressed envelope to return the questionnaire in. Postage-paid
envelopes are available from the post office
• An incentive, such as "10 percent off your next purchase," to complete the questionnaire

The following listening activity will give you a good point of view about how to do a market
research.

A. The marketing team at Euphony, a telecoms company, wants to research for mobile phones
made specifically for children. Listen to the following discussion between three members of the
team and make a note of the six data collection methods they mention.

Data collection methods:

1. Postal survey
2. …
3. …
4. …
5. …
6. …

68
B. Listen to the dialogue again and find words to fit the following definition.
a) Useful answer
b) A survey group which is not a typical of a target
group
c) Model of a product in development
d) Percentage of people who complete a survey
e) The group of people a company wants to sell to
f) Information known about the company

C. Heike, one of the member of Euphony’s marketing team, is calling Greg at inside the Market, a
market research firm in the UK. Listen to the conversation and complete Greg’s notes.

Heike- Euphony
• Need survey for ….1
• ….2 Survey is the best
• …3 target group
• Qualitative and …4 data:
- Price and …5 the phone should have
- Number of people interested, what willing to pay
• Basic demographic information:
- ….6 And …7
• Call Heike back on …8

D. The marketing research firm has prepared the following script for the telephone survey. Work in
pairs to ask and answer the questions.

69
E. Now decide whether the statements below are true or false. Correct the false statements.
1. One goal of the survey was to see how interested people are in a mobile phone for children.
2. Parents want their children to be able to dial any number.
3. People without children are also interested in buying mobile phone for children.
4. People think that mobile phones might be harmful to children.
5. Respondents said they want the phone to be small and last along time without heart
breaking.

70
F. Greg has presented the following summary of result. Read it through and match the headings
from the box to the sections.

LANGUAGE FOCUS: QUESTIONS

Types of Yes/ No Question
question Formula: Aux/to be/ modal +S +Verb/ adj/ adv?

WH Question
Formula: WH + aux/to be/ modal/ + S + Verb/
adj/ adv?
There is an exception in question asking about Subject of the sentence.

71
 •Who + Predicate (verb/to be adj/ to be adv)?
Person •Who made this cookies?
•Who is taking a bath now?

•What + Predicate(verb/to be adj/ to be adv)?

Thing •What is out there?
•What is running above our ceiling?

The questions below were taken from a survey. Use the words in brackets (and the correct tense) to
complete them.

There are 6 main types of questions used in questionnaire:

• Open-ended questions
• Close-ended questions
• Nominal questions
• Likert scale questions
• Rating scale (or ordinal) questions
• Yes/No questions

Here are some examples of questionnaire:

72
73
Unit 10: Advertising

Learning outcomes:
The objectives of this unit are the students:
1. Know more about how to advertise their product
2. Know kinds of advertising campaign suitable for their product/
service
3. Create their own advertising campaign for their product/ service
4. Know how to create a copy writing to support their advertising

74
Martin is the marketing manager of a telecommunication company. He is telling his colleagues about
the marketing mix for a new product.

Listen and take notes on the four Ps.

Product Have everything you need to connect to the internet,

Price

Placement

Promotion

Which words in the box are used to talk about P? Sort them into the correct category.

Use the following chart to make notes on the four Ps of one of your company’s products or services.

75
 Activity:
Access this following website and then try to discuss about what kind of
marketing media you are going to use to advertise your product or service:

https://www.marketingevolution.com/marketing-essentials/media-planning

Watch these following examples of campaign done by some well-known

brand:

• https://www.youtube.com/watch?v=XhMVWzVXNNk.
• https://www.youtube.com/watch?v=4dJ16WcfclY&list=PLRxRXcHqg
CbIRy2lobx0a42KOe53a-__a.
• https://www.youtube.com/watch?v=RqOKuwOJHAs&list=PLRxRXcHq
gCbIRy2lobx0a42KOe53a-__a&index=3.
• https://www.youtube.com/watch?v=XjJQBjWYDTs&list=PLRxRXcHqg
CbIRy2lobx0a42KOe53a-__a&index=5.
• https://www.youtube.com/watch?v=UbnEvdI3YGs&list=PLRxRXcHq
gCbIRy2lobx0a42KOe53a-__a&index=4.

Language Focus: Copy Writing

Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of
marketing. The product, called copy or sales copy, is written content that aims to increase brand
awareness and ultimately persuade a person or group to take a particular action.

Watch these following videos about copywriting:

76
77
Activity:

1. Find a headline/tagline form any kind of web/ product ads/ service ads
that catch your attention, then explain why do you think that
headline/tagline is get your attention and make you do an action of
buying.
2. Analyze your tagline and how do you think it is the most suitable
motto to sell your product/service. If you think you need to change it,
how you will change it and why?

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