STUDENTS’ WORKSHEET

Name : NURUL AZIZAH

Class : PE 2019A

1. Complete this marketer’s description of his work using expressions list below.

Brand manager Generic products Brand recognition Branded

Own-brand Brand Brand image

My name’s Tomas. I’m Portuguese, and I’ve been (1) brand manager for
Woof dog food for the whole of Portugal and Spain since I left business school
last summer. The Woof (2) brand Is owned by a big international group. The
market for pet food in Portugal and Spain is growing very fast, as more and
more people own dogs and cats, and we’re trying to increase (3) brand
recognition of Wood through TV advertisements and hoardings in the street.
Research shows that people have very positive ideas about it: it has a very
positive (4) brand image. But, the supermarket have their (5) own brand dog
food, usually sold cheaper than our product, which is a problem. There are
even (6) generic product Sold just under the name “dog food”. We have to
persuade people that it’s worth paying a bit more for a (7) branded Product
like Woof, which is far better, of course.

Source: Mascull, Bill. 2002. Business Vocabulary in Use. Cambridge University

Press

2. Write an essay about your experience to recognize a strong brand image.

Remember, an essay consist of introduction, body paragraph, and conclusion.
These following questions help you to outline your essay.
a. Do you know any products with strong brand image?
b. What are the advantages and disadvantages of brand name products, own
brands and generics? Which do you prefer to buy?
 Strong Brand Image, Give Many Benefits

According to Kotler, the notion of brand image is a person's belief, idea or

impression of a brand. With this understanding, brands will greatly influence
consumer choices in determining which products they will buy and use. Brand image
displays a unique feature both in name and in product quality. So that the brand can
be interpreted as a belief.
In a business, building a brand image is very important, because a strong brand
image will provide many benefits to the business. The first benefit is that the brand
image can provide a special attraction for consumers. Second, with a brand image, a
business can more easily get customer loyalty. Third, brand image provides an
opportunity to set a higher selling price. Finally, brand image can make a product
have a special identity that differentiates it from competitors.
Talking about brands, of course we have come across a lot of products, which
have a strong brand image. For example food or beverage products such as Burger
King, Coca-Cola, McDonald's, Starbucks, and others. These products have an image
so that they give their own impression to the consumers. Even though their selling
price is high, consumers still want to buy their products because they believe in the
quality and service that is really guaranteed. but on the other hand, of course building
a brand is not easy and also presents a big risk. 
Brand name products are certainly different from own brands. If the brand name
of the product provides special value, the own brand does not have a prominent
personality. Own brand can be interpreted as a substitute item. So even though the
quality is guaranteed by the product owner, they can provide a lower price. For
example, if the Brand name product for example is Starbucks, then in the own brand
for example is another coffee shop such as Soe coffee, Janji jiwa coffee, etc., or it
could be a product that is private label such as products with the Indomaret or
Alfamart brands. When someone is given the same product they will look for the
lowest price because there are no other significant factors to choose from.
On the other hand, there is also the term Generic brands where this product is a
product without an identity. Nothing gives a guarantee of quality and nothing unique
about the packaging. Of course, the prices given by generic brands are cheaper than
own brands. Examples of generic brands are vegetables, rice, sugar, eggs, alcohol and
others that are marketed without using a brand. However, consumers must also
consider before buying these generic brands because the quality is not guaranteed.
If asked, which do you prefer to buy? Of course, every product between brand
name products, own brands and generics brand has its own advantages and
disadvantages. This can be tailored to our needs and our ability to buy it. If we choose
to get guaranteed quality and the best service, of course we will choose brand name
products, but if we want to feel the benefits of the product, but still with good quality,
we can choose own brands. Finally, if we really only need the product, we don't care
about service or quality, we can choose a generics brand.
We certainly have our own reasons for choosing a product. However, it cannot be
denied that the brand name product certainly has its own emotional connection
between a person and the product. Because Brand is about relationships and trust.

3. Read the essay below!

Breaking the Rules

A common questions asks, “Why reinvent the wheel?” This question suggests
that if work has already been done by someone else, there is no reason to redo it.
For college students with heavy course loads, the question may be a tempting
excuse for using other people’s work. After all, surely someone has already written
an excellent argumentative essay that can be downloaded easily from the Internet.
The problem is that doing so is plagiarism, and it is irresponsible from a social and
an academic standpoint.
Plagiarism is a violation of trust. Students are expected by teachers and their
classmates to do their own work. When a student plagiarizes, he or she damages the
relationship between the student and the teacher, as well as relationships with
classmates. I remember when a student was discovered to have plagiarized his
essay. We felt betrayed. Our classmate had lies to us. The essay had been printed in
our school paper, and it was an embarrassment for everyone—the institution, the
instructor, and the student—to discover that he had stolen another person’s work.
Plagiarism is against the law. Even though buying essays and presenting them
as your own may save time, this practice is illegal. Universities have developed
ways to determine if students have plagiarized. Instructors can use software to
 compare a student essay with material on the Internet. This way, instructors can
detect if a particular essay is original or a copied work. The consequences of
plagiarism can be very serious in college as well as in future careers. According to
an article in The Independent, a famous author and historian recently lost credibility
when she plagiarized from her sources. The publishers had to reprint the book with
an apology, and the author lost a position on a prestigious television program.
It is true that many college students have busy schedules and may have trouble
completing their assignments on time. Some students may argue that because of
their difficult situations, they sometimes have no choice but to buy essays off the
Internet. However, buying essays off the Internet should never be the solution.
Instead, students might try to negotiate the deadline with their instructor.
In “Plagiarism Lines Blur for Students in Digital Age,” Trip Gabriel explains
that a lot of the problems stem from the fact that today’s students are used to getting
information easily off the Internet, so they simply do not realize it is wrong. This
may be true, but when it comes to buying essays from the Internet, it cannot be
surprising to students that this is irresponsible.
Added to this is the problem that writing is a struggle for many students. They
feel that their work may not get an A. It is desire to do well that leads them to seek
out illegal sources. They should realize that there are other options. They can go to
a writing centre for help. However, it is crucial that they do their own work.
Otherwise, if they plagiarize, they will not develop their own writing and critical
thinking skills.
I believe that university authorities and students should become more familiar
with the drawbacks of plagiarism. Plagiarism damages classroom relationships. It
violates school policies, and it prevents students from realizing their own potential.
Plagiarizing is harmful to a student’s academic success. When students plagiarize,
they not only hurt others, but they lose out on their own education. Sacrificing
one’s education is certainly more costly than purchasing a $50 essay on the
Internet.

Source: Davis, Jason and Rhonda Liss. 2006. Effective Academic Writing 3: The
Researched
Essay. New York: Oxford University Press
Respond to the essay by answering the following questions!
a. Show the main idea or topic sentence in each paragraph!
Paragraph I : A common questions asks, “Why reinvent the wheel?” This
question suggests that if work has already been done by someone else, there is
no reason to redo it.
Paragraph II : Plagiarism is a violation of trust.
Paragraph III : Plagiarism is against the law.
Paragraph IV: students might try to negotiate the deadline with their
instructor.
Paragraph V : when it comes to buying essays from the Internet, it cannot be
surprising to students that this is irresponsible.
Paragraph VI: if they plagiarize, they will not develop their own writing and
critical thinking skills.
Paragraph VII : university authorities and students should become more
familiar with the drawbacks of plagiarism.

b. Why do some students plagiarize?

Because some of them may have busy schedules and may have difficulty
completing the task on time. So because of the difficult situation, they had no
choice but to plagiarize. Because it is very easy and fast to do. On the other
hand, they may also not be proficient in writing so they need more struggle to
be able to solve it.

c. How would you describe the writer’s opinion of people who plagiarize?
In the opinion of the author, people who plagiarize are violating trust, breaking
the law, and are not responsible. Because this causes their writing and critical
thinking skills to not develop. Plagiarizing is also dangerous to students
academic success because they not only hurt others, but also lose their own
education.

d. According to the writer, what are some negative effects of plagiarizing?

The first is breaking trust by destroying the relationship between students and
teachers, as well as relationships with classmates. Second is against the law
 because this practice is illegal. The last is to prevent the copyist from realizing
their own potential.
e. Do you agree or disagree with the writer? Why?
Yes, I agree with the opinion of the author. Because plagiarism is very
detrimental not only to others but also to self harm. Harm others because
plagiarism is an act of disrespect. Besides, if we do plagiarism, it means we do
not believe in our abilities. We will be lazy to create our own work and this is
what will make it difficult for us to achieve success.

f. Did the writer influence your position? If so, which point influenced you
the most?
Yes, the writer really influences me as a reader so that I don't plagiarize. The
most influencing point is the sentence "The problem is doing that is plagiarism,
and it is irresponsible from a social and academic point of view". As students
in an academic environment, of course this sentence makes us curious why
plagiarism is an irresponsible act. The author provides answers to the next
paragraph in language that is easy to understand and describes our position as
students as well as in the fourth paragraph.

g. How does the writer use summaries in the essay? Are the summaries
effective in supporting the writer’s argument?
The summary presented in the last paragraph seems to me to be effective.
Represent the contents of the entire essay and are in accordance with the
arguments presented. The language presented is very communicative so it is
easy to understand.