Muhammad Ibadi

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Tugas Bhs.Inggris Bisnis II

LESSON 4 WHAT IS MARKETING

I. COMPREHENSION QUESTIONS (Page 35)

1. What is the definition of marketing?

 The definition of marketing according to The American Marketing Association

is the process of planning and executing the conception, pricing, promotion, and

distribution of ideas, goods, and services to create exchanges that satisfy

individuals and organizational objectives.

2. What is the purpose of marketing activities?

 Ultimately the purpose of marketing activities is to bring about exchange.

3. What is an exchange?

 Exchange is the process by which parties provide something of value to one

another to satisfy the needs of each.

4. What is utility?

 The utility is also known as value, the ability of a product to satisfy a consumer

need.

5. What are the four types of utility?

 The four types of utility are form, time, place, and possession.

6. What utility created by making products is available when consumers want and need

them?

 The utility created by making products available when consumers want and

need them is time utility (the utility of time).

7. What utility created by making products is available where consumers need to obtain

them?

 The utility created by making products available where consumers need and
 want to obtain them is place utility (the utility of place).

8. What utility created when the ownership of product is transferred from seller to buyer?

 The utility created when the ownership of a product is transferred from seller to

buyer is possession utility.

9. Why is marketing important to organization and consumers alike?

 Marketing is important to organizations a consumers alike, because it touches

the lives of all members of society. Through the cost of what we purchase, each

of us supports the costs of marketing.

10. What is the difference of need and want?

 The difference of need and want: A need is something required for human

survival, such as food, water, shelter, and clothing. A want is something desired

but not necessary for basic survival. Without marketing, many needs and wants

would go unsatisfied.

11. What is market?

 Market is a group of potential customers with the authority and ability to

purchase a particular product or service that satisfies their collective demand.

12. Where are two major markets?

 There are two major markets; consumer and industrial. The consumer markets

are composed of individuals who buy products for their personal use. The

industrial market consists of businesses that buy products to use in making other

products.

13. What is market segmentation?

 Market segmentation is process of the dividing markets into subgroups with

similar characteristics.

14. What is marketing concept?

 Marketing concept is a management philosophy stating that an organization

should strive to satisfy the needs of consumers through a co-ordinated set of

activities to achieve its objectives.

II. VOCABULARY

EXERCISE 1 (Page 36)

Find the similar meaning of the Italic words from the reading passage.

1. create

2. Ultimately

3. bring about

4. take place

5. satisfy

6. commuting

7. obtain

8. society

9. worth

10. consists

11. divided

12. strive

13. the appropriate

EXERCISE 2 (Page 38)

Understanding Vocabulary

CHOOSE THE CORECT ANSWER ACCORDING TO THE READING PASSAGE.

1. b. Marketing Activities

2. a. Utility

3. b. Need

4. a. Want

5. a. Market

6. c. Consumer Market

7. Industrial market

8. a. Market Segmentation

9. b. Marketing concept
EXERCISE 3 (Page 39)

FILL IN THE CROSSWORD. ALL THE ANSWERS ARE CONNECTED WITH

MARKETING.

ACROSS

2. Launch

4. Research

6. Packaging

8. Brand

11. Commercials

DOWN

1. Questionnaires

3. Place

5. Campaign

6. Promotion

7. Advertise

9. Agency

10. Price