· Web view5. Video: ‘Building Brands’ (David Cotton ‘Market Leader’) Watch the segment...

Business English is… Module 3

4. Video: What’s in a brand name? (Linda Lawson, ‘Further ahead’) Watch the segment and get prepared to talk on (a) how Leapfrog started and (b) how qualitative market research is carried through.

5. Video: ‘Building Brands’ (David Cotton ‘Market Leader’) Watch the segment and sum up its contents in writing (250 words)

6. Read the following article. Give it a title and sum it up in a few sentences.

The marketing function is usually seen as anticipating consumer wants and then proceeding to satisfy them. While many see evils in the capitalist system of which marketing is a part, the richest countries in the world are those which have adopted the market economy. Is that a coincidence or is it cause and effect?

It seems a fact that the people in capitalist societies are generally better dressed, less hungry and live longer. Prices are determined by the forces of demand and supply. The people choose which goods are going to be produced and, just as importantly, which goods are not going to be produced. They vote with their pounds, liras, francs, marks and pesetas. If people like a particular product or service, they will buy it, and that will encourage the suppliers to produce more of the same. If people do not 'vote' for it, production of the commodity will cease.

It seems natural that the notion of a political democracy becomes fused with the concept of consumer sovereignty. Yet we need to understand the limitations of the free market philosophy. It is dangerous to think that the price mechanism can solve all the problems which face our societies. For example, unemployment remains the scourge of capitalism and no society can be described as either fair or efficient while large numbers of our population are denied the opportunity to work. The sick and underprivileged must also be cared for, whether

or not they have money of their own to spend. Those of us who begrudge giving aid to the less fortunate must expect to pay a high price for our selfishness. We may enjoy material prosperity, but the society in which we live may become ugly and unstable.

Another major criticism can be levelled at what is produced in the free economy. The quality of our lives is no doubt improved by much of what we produce, but the value of some activities are questionable.

For example, if some people want to drive sleek sports cars at 100 miles per hour on the motorways, do we allow the world's car makers to provide them with such cars, even though the lives of innocent road-users are put at risk?

Cigarette manufacturers in a market economy, facing restrictions on television advertising as a result of a government which sees their product as 'dangerous to health' may export their cargoes to less sophisticated overseas markets. Nuclear waste is sometimes similarly exported to developing countries with less protected populations.

Of course it can be argued that people should be able to smoke tobacco if they want to, but do we take the same liberal stance in relation to hard drugs? Perhaps the market for heroin is after all just like any other market? Should entrepreneurs be allowed to maximize their profits regardless of the social costs?

7. Read the following article and give a 3-minute talk on the job marketers are expected to do.

Most management and marketing writers now distinguish between selling and marketing. The 'selling concept' assumes that resisting consumers have to be persuaded by vigorous hard-

selling techniques to buy non-essential goods or services. Products are sold rather than bought. The 'marketing concept', on the contrary, assumes that the producer's task is to find wants and fill them. In other words, you don't sell what you make, you make what will be bought. As

well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, video games, personal computers, and genetic engineering, to choose some recent examples, were largely created rather than identified.

Marketers are consequently always looking for market opportunities - profitable possibilities of filling unsatisfied needs or creating new ones in areas in which the company is likely to enjoy a differential advantage, due to its distinctive competencies (the things it does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company

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has to decide what goods or service to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be

Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US). They collect and analyse information about the size of a potential market, about consumers' reactions to particular product or service features, and so on. Sales representatives, who also talk to customers, are another important source of information.

Once the basic offer, e.g. a product concept, has been established, the company has

to think about the marketing mix, i.e. all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to

influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services and guarantee. Place in a marketing mix includes such factors as distribution channels, locations of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, and personal selling, while price includes the basic list price, discounts, the length of the payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.

8. Read the following text and discuss the main points in pairs. Jointly work out an outline of the text and plan a presentation on the subject ‘Public Relations’ to be delivered on a training course for middle managers of your organization. Write, rehearse and deliver your presentation in class. Divide the responsibilities with your partner, so that each could contribute to the joint project equally.

This can be a low-cost method of getting across a message to the market place, although it can be time-consuming. The basic aim is to get information or news about your business in magazines or newspapers, in the form of an article or news item. If you can achieve this, such items are seen as very credible and 'true', in a way that advertising is not, because readers place greater trust in the objectivity of journalists. Sometimes the newspaper or magazine will only accept editorial material if it is accompanied by an advertisement, which obviously you have to pay for. The main way of achieving this use of the press are to: issue press releases when there is a news item. You will have to write this yourself, or pay someone else to do it. If you do the latter, you are losing one of the benefits of public relations, which is its low cost. To write a press release yourself, keep to the facts, brief and salient. The length of the press release should be as short as possible and summarize all that you want to say in the first paragraph, as this may be all there is room for in the journal. Somewhere on the press release, put a name and the telephone number, where editors and journalists can speak to someone about the release. If there is a good quote which you can include from yourself or person in your business responsible for this item, this can be an excellent way of lightening the copy and making it more

readable. If there is any other personal or human angle, which might appeal to the public, do not forget to introduce that. Do not be too optimistic about the chances of getting your press release in - hundreds will be sent to the journal or newspaper each week. Press releases stand a better chance of publication if there is a photograph attached. It can be a good investment to have some interesting photos of you and the business, which can be appended to the release get to know the editor or journalist. In this way, if you have a story, you could ring your contact before issuing a press release, to see if they would be interested because it is 'exclusive'. This may well be a more successful way of publicizing your story than issuing press releases try writing suitable small articles, for example, for trade or technical papers, and sending them in. There are many ways of trying to ensure that your communication reaches your target market in the most efficient manner possible. These are: 1. Using a mailing list and sending leaflets or a letter through the post. 2. Putting an insert in a trade or regional magazine. 3. Delivering by door-to-door distribution agencies, such as postmen, free newspapers. Look in Yellow Pages for Addressing and Circularizing and Circular and Sample Distributors to find the names of agencies. Alternatively, you could see if teenagers or retired people might be interested in

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the work. 4. Sending direct mail shots with other companies. This would work if you are doing a joint promotion, or, if you are not competing with the other company but are aiming at the same target market. 5. Leaving your leaflets or whatever at a sale outlet, for example, a shop, top be picked up by customers. 6. Delivering your communication by a salesperson. This is very expensive. The most personalized method in the list above, apart from delivering by sales staff, is sending your message through the post using a mailing list. The other methods might

work best for fairly general notices to raise awareness of the existence of business or product. The success of a mail shot depends on: The accuracy of the mailing list, or other means of distribution the impact of what you have written. To have a successful mail shot by sending to customers through the post, the accuracy of the mailing list is paramount. Why waste the postage and cost of printing letters or leaflets to send to customers who have died, moved away or gone out of business?

9. Read the following recommendations. Decide (a) which topics they are grouped around, (b) whether all of them are relevant and why. Choose one of the groups to be the basis for your essay on one of the three topics

1/ Topic:__________________________________________________1. Do not neglect your existing customers as a way of increasing sales. You will need to achieve a good long-term

relationship to exploit their full potential.2. Existing customers can be a useful source of new leads and you can use them as references in your negotiations

with prospects.3. Qualify all potential customers to avoid wasting time and effort. Narrow down your list to those most likely to

buy from you.4. If you employ salespeople, you will need some back-up organization and system. You need to be able to record

information about customers to help with negotiations and to help you plan, control and forecast your business.5. If you are doing the selling, try to develop personal selling skills. There are some hints about starting sales

negotiations, developing them and closing the sales on pp. 162-5.

2/ Topic:___________________________________________________1. To communicate your message about your product's benefits, you need to know who you want to talk to, what

your message is and the best way of getting your message across.2. Advertising can create attention, inform, remind, prompt sales and improve the image of your product. But the

return from advertising is uncertain. It costs more and takes longer than you think.3. Advertising which is most suitable for small businesses includes brochures and leaflets, public relations, mail

shots, advertisements in technical magazines and entries in directories.4. Do not rely on one form of advertising to achieve your objectives. If you can afford it, use a mixture and try to

organize a spread of advertising over a period of time (unless you have specific timing to consider for your product) or even an integral part of your products.

3/ Topic:_______________________________________________________1. People buy particular products or services for rational and emotional reasons.2. You should aim to create a 'good feeling', a brand image, a reputation, about your product among customers.

Make sure that your product can live up to this.3. Industrial or unique products still need brand images.4. Analyze your market and your customer requirements to decide on your image.5. A business or product name will be built up over the years to summarize what your image is all about.6. If you can afford it, have a logo designed for you.7. Try to encapsulate as many pleasant (or positive) associations in your name as you can.8. Letterheads are a most important way of projecting messages about your business. Keep the style consistent with

labels, stickers and packaging.

10. Look through the following stock of data on sales. Pick up all the necessary bits of information to prepare and give a short talk on ‘Sales’ to the listeners of training courses. Try to use as extensively as possible the highlighted terms.

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A person who sells to customers is called a salesman, saleswoman, salesperson or sales representative, often shortened to sales rep. All the sales representatives of a company are called the sales force. The geographical area covered by a sales rep is known as his or her sales territory. Within a company, the sales department is responsible for sales forecasts, ie. predicting the number of future sales in a certain period, and setting sales targets for a particular area or period. As part of a sales campaign, a drive to boost sales, customers are frequently offered sales promotions such as price reductions and free gifts. Printed information for customers is called sales literature. Sales literature helps you to communicate information about the company's products and services. The sales representative’s

responsibilities: to find new customers, to develop customer relations, to support customer service, to deliver point-of-sale material, to leave samples, to provide product updates, to give new product information, to liaise between company and customers. The purpose of sales promotions is to attract customers to buy a a| product or service by communicating its benefits and offering a special incentive. There are a number of ways to talk about people who buy things. Customers are individuals or organizations who buy things from shops or other organizations. Consumers are individuals who buy things, especially when considered as members of large groups of such people. Clients are individuals or organizations who pay for services provided by a professional person or organization, such as a lawyer or advertising agency.

IV. SUMMING IT ALL UP

1. Revise all you have learned in this section and make sure you can give a brief account of the following:

1. Market as a form of contact between buyers and sellers2. The functions of marketing department in a business organization3. Methods of seeking information from customers4. Influencing people’s behaviour through advertising5. The marketing mix6. The product life cycle7. The’selling concept’ and the problem of social responsibility8. Market research9. International marketing10. Branding

2. Get prepared to discuss the points in the list above in class.

3. Write an essay on one of the points in the list above at your choice.

4. Choose a topic for a ‘Debating club’ session. Split the group into two parties. Within your group discuss and work out your joint position on the issue in question. Decide who will make a statement on behalf of your group and whose job will be to support the main speaker, defend the position by contributing argumentation, asking the opponents ‘nasty’ questions, etc. Exchange the statements. Debate the issue. Vote.

5. Prepare an oral report on the topic ‘Marketing’.

V. LANGUAGE PRACTICE

1. Complete the following sentences with appropriate words from the box.

sales forcethe best-known brands

brand switchersown-label brands

increase the advertising

budgetmail-order

factory outletslaunch

sales promotion

cost-effectiveoverseas agents

openbest-known retailers

mark up

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supermarket’s turnoverfamily brandsbrand loyalty

about brandingloss leader

run out

volume

1. Each member of the_______ is responsible for two or three products.2. We decided to _________by twenty per cent.3. She's been working in PR for ten years, that is why she’s been made responsible for organizing a big PR event to

accompany the _________of our new product.4. The 'two-for-the-price-of-one' offer has been our most successful_________ so far this month.5. Air-freight is the most_______ method of transportation for our South American orders.6. Could you send this report to all our_________ please?7. The number of_____________ firms is on the increase in the UK.8. Clothing manufacturers do a good trade through____________.9. They plan to_________ a new outlet every month for the next three years.10.Marks and Spencer is one of the UK's___________.11. I'm afraid we've ________ of this model. We'll have to order some more from the wholesaler.12. Canned beans are the week’s._____________.13. A large_________ of sales is needed to make discount pricing successful.14. A forty percent____________ was recommended by the wholesalers.15. This product now accounts for a large proportion of the________.16. Ford is one of the world's best-known__________.17. In the war between the major soap-powder producers, _______ has been a major factor.18.Sales promotions are particularly effective in attracting__________.19. Decisions_________ affect our investment in promotion and packaging.20. Calvin Klein is one of ________of jeans.

2. Translate the following sentences into Russian1. The marketing department will specify the type of packaging that will appeal to prospective customers.2. Imported beers are usually positioned as premium products.3. We need to take a look at our product portfolio, and improve our offer of low-priced units.4. The product launch was covered by the regional press.5. A sample of women between the ages of twenty and thirty was interviewed.6. Because of errors in the questionnaire, the results of the survey were invalid.7. A focus group of eight people discussed the image of the company's products.8. The primary data suggests that there is a slowdown in this market.9. Could you check the Internet for sources of secondary data?10. ‘Teenage magazines are expensive’. Select the response that is closest to your opinion.11. He works for one of the big advertising agencies in London.12. The advertising campaign was launched on the first of June.13. With this budget we can't even consider TV commercials. The client's brief stated that the advertising should

target the 20-30 age group.14. The choice of media open to us is limited by the budget. Advertisements in the national press for computer

systems have been particularly effective.15. The planned series of sales promotions will enable us to meet the sales target for this year.16. The concepts of 'advertising' and 'publicity' are sometimes confused, but they have different meanings.

Advertising is paid for by the company, while 'publicity' simply means 'notice or attention from the media', which can be good or bad for a company's reputation.

sales.17. Layton Thomas is looking for enthusiastic sales representatives to join its sales force. 18. Her sales territory includes both counties.19. Joe will now present the sales forecasts for the next quarter.20. Unfortunately, the sales campaign failed to make a significant impact on the sales figures for the period.

3. Picking up from the box below, make word-combinations with the word ‘customer’, that refer to:1. things that people buy that last a long time, like refrigerators or televisions.2. a period when consumers are spending a lot.3. refusal by consumers to buy things from a country or company that they disapprove of.4. the feeling that people have about economic prospects.5. the amount consumers spend, often referred to when discussing the economy as a whole.6. the study of how, why, where, and when people buy things.7. the resistance of consumers to things or organizations that they disapprove of.

durables behaviour boycott backlash

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boom spending confidence

4. Look through the following sentences and pick up the word combinations to do with ‘competition’ (1-7) and ‘market’ (8-15). Explain their meaning in English in your own words.

1. Like most businesses, British Airways would rather be rid of its competitors.2. Despite the inevitable comparison with Compaq, however, Texas Instruments' new notebook won't be a direct

competitor.3. European airlines yesterday warned the European Commission that proposals governing airline reservation

systems would hand a competitive advantage to American airlines.4. In the words of one exporter, 'If you want the competitive edge, you've got to get over there frequently and let

your foreign partners know you care about them.'5. Fisons has suffered a setback in its ambitions to become a key player in the pharmaceuticals industry.6. The merger of Nestle and Perrier is a significant obstacle to the maintenance of effective competition in the

French market.7. Telecoms is still widely associated with 'natural' monopolies that competitive businessmen have to be kept away

from in order to prevent chaos.8. Boeing has produced figures showing that there will be striking growth in the market for aircraft with 350 or more

seats.9. Japan has tried to block imports of various uncomfortably cheap foreign products, claiming unique conditions in

the Japanese market. 10. Body Shop, to use modern management jargon, was 'market-driven', that is, it identified real demand, from real

people, for something that those people were prepared to pay for.11. If we can bring in the new Adidas and change it from being product-driven to market-led, I think we've got a

good chance.12. The argument is that organizations that are market-oriented, i.e. those that track and respond to customer needs

and preferences, can better satisfy customers and hence perform at higher levels.13. From now on, factories that work without getting paid will go bust. Making that happen is the single most

important step the government can take to push Ukraine into a real market economy.14. It is sometimes argued that corruption oils the wheels of a hugely over-regulated economy such as India's, which

would otherwise grind to a halt. There is something in this. A black market price, is, after all a market price.15. Daniel Ward, director of consumer affairs for Nissan Europe said, 'It is a difficult marketplace for everyone. We

do not see any great signs of growth in the last part of the year and it will be a slow struggle upwards.'16. The newspaper made much of the fact that the Asterix Park did not sell hamburgers. Mr de Schonen said market

research showed that customers preferred not to sit down for meals. 5. Use some of the ‘market’ partnerships (above) to complete the commentary below.

A ______________ ___________________is one where things are bought and sold freely and not under government control. In a market economy, prices are decided by __________ _____________, the factors that influence the demand for things, their availability, and consequently their price.________________ __________________is used to indicate that a price has been 'decided' by the market, and not in some other way, for example by the government, _____________ _________________means the same as market,_______________ _________________ is the gathering of information on markets, products and consumers: on what people need, want, and buy; how and when they buy; and why they buy one thing rather than another.

6. Complete the following table.word opposite synonym

construct (v) destroy buildbuy (v)employee (n)attractive (adj)manage (v)stable (adj)emerge (v)secure (adj)careful (adj)persuade (v)manager (n)effective (adj)publicity (n)

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powerless (adj)complex (adj)dismiss (v)reprimand (v)ability (n)recruit (v)adequate (adj)purposeful (adj)

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7. Match the common business English words(1-8) and phrases with the definitions(a-h).

1. cash cow2. loss leader3. market share4. niche5. promote6. saturate7. sector8. upmarket

a) to try to increase the sales or popularity of a product, for example by special advertising

b) a profitable product or business generating a steady flow of sales revenuec) expensive compared to other products of the same typed) the proportion of sales that a company or product has in a particular markete) a part of a larger marketf) a product sold unprofitably in order to attract customers who will then buy

profitable productsg) a special area of a market which has its own particular customers and

requirementsh) to fill the market so completely that no more products can be added

8. Match the following words to their abbreviations.

developmentnewof

opportunities

point (proposition)public

relationsproduct

researchsale

sellingstrengths

threatsunique

weaknesses

1 NPD2 USP

3 POS4 PR

5 R&D6 SWOT

9. Look at the eight word partnerships with the word brand. Match them to the definitions below.

Brand awarenessBrand imageBrand stretchingBrand loyaltyBrand leaderBrand managerLuxury brandClassic brand

1 A brand associated with expensive, high quality products2 The person responsible for planning and managing a branded product3 The brand with the largest market share4 A famous brand with a long history5 The ideas and beliefs which consumers have about a brand6 The tendency of a customer to continue buying a particular product7 Using a successful brand name to launch a product in a new category8 The knowledge which consumers have of a brand

10. Many of the words used to describe the features of a product are compound adjectives. These are made up of two words joined by a hyphen. For example: brand-new, record-breaking.These compound adjectives have been jumbled. Try to sort them out.

1 economy- purpose2 multi- friendly3 precision- free4 relief- saving5 space- modern6 trouble- size7 ultra- giving8 user- built

11. Look at the following list of familiar terms and say which of these are makes and which are brands? What is the difference between these easily confused words?

Marlboro (cigarettes)Nescafe (coffee)

Volvo (cars)

Miele (washing machines)Persil (washing powder)

Yamaha (motorbikes)

12. Look at the pictures below. Can you recognise these registered trademarks? Define the word

‘trademark’

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13. Rewrite this passage filling in the blanks from the list of words below.

recoupcustomersattractedreactionstabilizecontinues

flow

productsprovidedemerge

fadedescribeddevelopcyclical

productperfected

testedduringqueuesales

obliged

persuadeattitude

economiesboundreach

carefultrend-setters

The Product Life CycleMuch of the world about us is .................. in nature. The moon circles the earth every 24 hours. The earth

takes 365 days to circle the sun. The flowers in the garden bloom in the summer.................. in the autumn, die in the winter only to .................. again the following spring. In much the same way, industrial .................. have a life cycle. The original ideas may come from either the marketing or the production side. Interaction .................. as the market is ……….and designs are modified. Eventually the .................. is ready for the market. The first stage entails introducing the product to the market. No one will know about our wonderful new creation unless we tell them about it. So this is when we are .................. to spend money on advertising. One way or another we must.................. potential customers to 'taste our wares'. At this stage the people who buy the product are often aptly .................. as .................. or innovators. Their.................. is often, I’ll be one of the first ones to have this.'

At the second stage the sales grow and our organisation begins to .................. some of the expenditure incurred .................. the development stage. We also begin to benefit from .................. of scale. Many of the people who buy the product at this stage will be saying, 'I mustn't get left behind.' A problem may .................. as sales outstrip the supplies coming from the factory, but the .................. will be keener than ever to buy because it is obvious there is a growing demand for our product. It is the same .................. as when you go to the cinema. If there was a long ..................outside the cinema you would think it was going to be a good film. Conversely, if there was hardly anyone in the cinema you would think it was almost .................. to be boring. In the third stage the product is said to .................. maturity. At this time sales reach a peak, perhaps they even .................. on a sort of plateau. People will have got used to buying the product. There will be repeat purchases. Some will say, ‘ We always buy these.' However, the time will come when .................. begin to decline. Customers will be .................. to other products, perhaps .............. by competitors. By then we should have .................. a new product which we can now introduce. By.................. timing of new products we can hope to maintain a steady …………of revenue and profits.

14. Translate from Russian into English in writing.Маркетинговый комплекс состоит из продукта, системы его распространения, рекламы и цены,

Предприятие использует его для обслуживания потребителей на целевом рынке. Он является одной из двух составных частей маркетинговой стратегии.

1. Мероприятия по наблюдению за рынком: что покупают, что продают конкуренты, доля рынка, приходящаяся на продажи предприятия представляют собой разведывательную систему маркетинга.

2. Сегментация рынка – это процесс разделения рынка на субрынки, каждый из которых образован группой портебителей в чем-то похожих друг на друга, напр., уровнем образования, возрастом.

3. Дифференцированный маркетинг – это один из трех основных подходов к маркетингу, при котором организация производит ряд родственных продуктов или марок, каждый из которых удовлетворяет нужды специфического сегмента рынка.

4. Обозначение продукта, которое состоит в использовании дизайна, символа, имени или их комплекса для идентификации продукта, дает производителю ряд преимуществ.

15. Translate from Russian into in English in writingМаркетинг – процесс выяснения и удовлетворения потребностей - важная составная часть

деятельности не только бизнеса, но и государственных учреждений, а также некоммерческих организаций. Он является одной из трех основных составляющих менеджмента. Ограниченный масштабами отдельной организации, этот процесс формирует микромаркетинг. В целом для общества он формирует макромаркетинг.

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Микромаркетинг – процесс выяснения нужд потребителей или клиентов, а также путей, следуя по которым, товары и услуги могли бы их удовлетворить. Микромаркетинг включает в себя следующие действия: 1. Выяснение нужд потребителей. Какого рода блага? Какого размера и формы? Где и когда эти блага

необходимы?2. Выяснение суммы, которую потребители желают платить за эти блага. Покроет ли она издержки? Как

изменится спрос, если изменится цена?3. Сообщение потребителям о товарах и услугах, а также условиях их предоставления. Необходимо ли

рекламировать товары и услуги каким образом ? Нанимать ли специальный штат распространителей?4. Перемещение товара или услуги из места производства к месту распределения. Какой вид транспорта

необходим для доставки товара потребителю? Должен ли потребитель сам приходить к производителю (при торговле услугами) или производитель к потребителю? Кто посредники – оптовые или розничные торговцы?

5. Выяснение насколько удовлетворены потребители. Действительно ли потребности удовлетворены? Необходим ли ремонт или дополнительное обслуживание? Какие изменения хотел бы видеть потребитель?

Последний этап, смыкаясь с первым этапом, образует как бы кольцо микромаркетинга.Макромаркетинг представляет собой процесс, с помощью которого производственный потенциал

экономики используется для удовлетворения индивидуальных и общественных потребностей. Законы спроса и предложения в рыночной экономике наиболее эффективным образом распределяют ресурсы общества, принося наибольшую предельную полезность.

SECTION 2: Business Communication

I. WRITING+READING

1. Read the following lecture, devoted to the skill of business writing. Write 15 Wh-questions and working in pairs discuss the main points. Write a summary of the lecture (300 words).

A. Business Letters.Letter-writing is an essential part of business communication. The written word is one of the surest and

most-widely used ways of passing information. Written communication has several core advantages, among which are the following:● ideas can be fully explained, the risk of misunderstanding is diminished;● there is record for reference and for legal purposes;● identical copies can be distributed to several people at one time;● personal letters are more appreciated than a telephone call.

The business letter reflects the competence and professionalism of the person sending it. The quality of its contents and presentation is an advertisement for the company.

Though business letters vary greatly in format and language used, depending on the content, certain general principles should be singled out.

I. Before you start to write, think clearly and try to formulate your objectives. Failure to do that will result in a muddled letter which will only cause confusion and frustration. Preparation in the form of notes and a draft will ensure that you include all the points you want to make in a logical order.

II. When writing a letter:

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● write clearly and logically,● remember that each separate idea belongs in a paragraph by itself,● be brief and to the point,● target your message to your recipient (Will they understand what you mean? Do they have all the background

information?),● always check spelling and grammar;● be polite and courteous.

III. Special attention should be paid to the style of business letters. Although everyone has a characteristic way of writing, it must be remembered that the subject of a routine business letter lacks variety and certain accepted phrases are in general use. You should always try to:● express your meaning as simply and directly as possible;● avoid ambiguous phrases, irrelevant and unnecessary technical and formal language;

For example:Jargon: “An enhanced commitment to a public relations effort remains a viable option for the firm”.Better: “We may also wish to improve our public relations”.

● make your points in the fewest possible words (be brief);IV. Certain commonly used phrases are wordy and should be reduced or omitted. For example: “it is our

opinion that” = we feel, “without further delay” = immediately.● make positive rather than negative statements;● use active rather than passive verbs when possible;● use linking words to connect sentences within the paragraph;● punctuate a letter properly.

Form and Layout of a Business Letter.It is not only the content, but also the

visual impression created when your letter is read for the first time that determines how much attention the recipient will give to the message.

Letters should be typed on the company’s letterhead in single-line spacing with double space between paragraphs. The mostly widely used and economical layout for a business letter is the fully blocked style with “open” (no) punctuation. All the parts of the letter are usually set against the left-handed margin which should be aligned with the firm’s printed letterheading. No punctuation is used except to ensure clarity in the address and the text of the letter.

The obligatory / essential parts of any business letter are:I. Printed letterhead, which gives all the

necessary information about the company: registered name and office, the type of business it is engaged in, its logo, list of names of directors, branch offices, telephone number(s), telex, fax number (if any).

II. References. Reference (identification) initials and/ or numbers indicate who wrote, dictated and typed the letter. References may also be placed at the bottom of the letter, usually above ‘Enc’.

III. Date. The formula - day, month, year - is the simplest and the clearest of all current forms used in the English-speaking world. However, one should be aware of the American style - month, day, year - that can cause ambiguity.

IV. Inside Address – the address of the recipient, which should conform to the address on the envelope.Use ‘Mr’ or ‘Ms’ (unless you are aware of a

clear preference for ‘Mrs’ or ‘Miss’), ‘Dr’, ‘Professor’, etc., before the person’s name and, if short, the person’s position in the company. If

you know only the position of a particular person within the organisation, you may address your letter to ‘The Manager’, ‘The secretary’, etc. If you know neither the name nor the position of the person who will read your letter, address your letter directly to the company concerned, e.g.: ‘Smith and Wesson Ltd’ and use a salutation that will include all possible readers: “Dear Sir or Madam:”… Sometimes the abbreviation Messrs. (Messieurs) is used to address a partnership.

In standard punctuation a colon (:) is placed after the salutation in a business letter. A comma is used only in a personal letter. Some businesses use an open punctuation mark after the salutation.V. Attention line (optional). Attention line is

frequently included in business letters that are addressed impersonally to a company.

VI. Salutation. Salutations establish a relationship between the reader and the writer which can be either formal or informal. Official business correspondence usually requires a formal greeting, though the current trend is to be more informal. There is a direct correspondence between the chosen salutation and complimentary close. The usual salutation for British letters is 'Dear Sir(s)/ Madam’ followed by ‘Yours faithfully’ or ‘Dear Mr/ Mrs / Miss / Ms’ followed by ‘Yours sincerely’. American business letters use the salutation ‘Gentlemen’ followed by ‘Very truly yours’.

VII. Subject line. A subject line informs the reader briefly about the letter’s contents. The use of subject or topic headings, especially in a complicated matter, helps the letter to be correctly routed, gains the reader’s interest and

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saves time. Some companies prefer to use the Latin word RE (thing) in place of subject.

VIII. Body of the letter - a business letter can generally be broken into three main parts:● Introduction (one paragraph), which states the subject of the letter and acknowledges a correspondent’s letter if one has been received, quoting its date and reference (if any). A brief introductory paragraph should also set a courteous tone.● Development (one or more paragraph) deals in a methodical way with the subject previously referred to in the introduction, i.e. lists facts or arguments, gives detailed explanation, outlines a course of events.● Conclusion (one paragraph), usually kept for expressions of goodwill, is intended to leave a favourable impression in the reader’s mind. It can also suggest possibilities for further action.

However, the exact composition of any letter will naturally depend on the purpose of writing.

IX. Complimentary close. The close should maintain the same tone as the salutation. (See

above). The complimentary close is followed by a comma.

X. Signature. A signature may be prefaced by the abbreviation ‘pp’, meaning ‘per pro’ – for and on behalf of – when the letter has been signed by someone else on behalf of the sender.

XI. Name and position of the writer.XII. Carbon copies (optional). If copies are

sent to other persons, a carbon copy notation is added. Several styles are acceptable: one may list the initials, names and addresses of those who receive copies or blind carbon copy is used if the recipients are to remain anonymous.

XIII. Enc. / Encl. / Enclosure – optional. Enclosure notation is used if other materials are included with the letter.

XIV. Postscripts. In business letters a postscript is used only to emphasize an important point, not to include information that was left out of the letter.

Model Business Letter

(1) COMPANY LETTERHEADCompany NameAddress: Street, City, State, ZIP

(2) Reference

(3) Day, month, year

(4) Addressee, TitleCompany,Street AddressCity, State, ZIP

(5) ATTENTION: LINE

(6) Dear Addressee:

(7) Subject: Typing Instructions

(8) The text of a business letter is single-spaced with double spacingbetween paragraphs

(9) The left and right margins should be set as follows: two inches for short letters; one and a half inches for medium-length letters; one inchfor long letters.

(10) The bottom margin should be at least one and a half inches or sixlines.

(11) Complimentary close,

(12) Writer's Name, Title

(13) Initials

(14) Enclosures

• Before sending the letter, be sure to proofread it carefully.• Standard models are not inflexible, however, and writers should feel free to exercise personal

judgement in adapting these examples to their own needs. Thus, many large firms employ their own “house style”.

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Types of Business Letters.I. Application.An application letter introduces the writer to a potential employer. If there are a lot of applicants a good letter can get you an interview, whereas a bad one will simply be ignored.

Purpose:● to promote your qualifications for the job;● to document your education and work experience;● to arrange an interview;● to persuade the reader to hire you.Form:

1. Introduction - announce your attention to apply for the position;

- state where you heard about the opening or saw the advertisement.

In reply to/ With reference to your advertisement in … of … I would like to apply for the position of … in your company.

2. Body - state the reasons for applying;- document your qualifications;- list your relevant work and educational

experience in logical order;- describe your current duties and give reasons for wanting a change.

I would like the opportunity to work on my own initiative …My reason for applying for the post is that …I have a degree in … from the University of …I have had … years’ experience in …I served my apprenticeship at …

3. Conclusion - state your willingness to be interviewed;- thank reader for considering your application;- refer to resume or recommendations.

Please refer to the enclosed curriculum vitae for further particulars / more details. For information about my work record/ character, please contact …

II. Enquiry.For a simple enquiry, a postcard stating the nature of the enquiry and giving your address and the date is all that is needed. If you need a lot of information or want to give details of your needs, write a letter of inquiry.

Purpose: - to acquire information- to star or continue a business relationshipTo enquire about:- description of the goods in as much detail as possible;- supply of goods;- availability of the goods and delivery time;- catalogues, brochures / patterns or samples;- prices, quotations;- terms of payment, method of delivery and insurance.Form:

1. Introduction. - recall the nature and date of the solicitation;- state the reasons for enquiring.

We were given your name by …You have been recommended to us by …We refer to your special offer of …There is a brisk demand … for … of the type you manufacture.We are interested in …/ We would like to expandour range of…

2. Body. - information about your business;- justifying your interest in the product;- (explain why the reader has been selected as

subject of inquiry);- describe in detail the information requested;- give references.

We are a company specialising in … / a subsidiary of …We have received many enquiries from our customers for …Please send your current/ latest catalogue (price list …Please quote your prices for these articles …We should be grateful if you could send us …We would appreciate a sample of each item listed above.Please send further details/ information about …Please let us know your terms of business.For information about our company please referto/ contact …

3. Conclusion. - extend thanks for the assistance;- suggest opportunities for doing business,

mutual gain.

If the goods come up to our expectations, we would expect to place regular orders.We look forward to hearing from you soon.

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Common terms relating to prices are:B/E = bill of exchangeFOB (free on board) = the price includes delivery to a named port and loading on to a shipCIF (cost, insurance, freight) = the price includes all costs and insurance to a named destinationCOD = cash on deliveryEx-works, ex-factory = price without any transport

III. Reply to an enquiry.A reply to an enquiry may take the form of a simple quotation, containing only the prices and other information asked for. Most companies, however, take the opportunity to stimulate a customer’s interest in the goods or services asked about and write a letter.

IV. Offer.A firm offer is subject to certain conditions, such as a deadline for the receipt of orders or a discount for certain quantities or prompt payment.Unsolicited offers can be sent to prospective customers who have not made an enquiry. These offers try to sell a product and should include all the information which will encourage a prospective customers to buy.

Form:1. Introduction. - (if the offer is your initiative) tell the recipient

where you found his/her name- (if you reply to the letter of enquiry) thank the

counterpart for the enquiry, citing the date of the enquiry letter in the first instance

Thank you for your enquiry of …In reply to your enquiry of … we have pleasure in offering you the following … we enclose our estimate for the supply of …We are pleased to note from your letter of … thatyou are interested in …

2. Body. - give a detailed description of the goods, emphasizing the selling points;

- enclose current price lists and catalogues, state discounts (if any), inform the customer of other items in stock that may be of interest;

- state the terms of delivery and payment and delivery times,

- make sure that all the enquiries have been answered.

We have a wide selection of …We enclose our quotation for the supply of … The prices are stated (quoted) … and include packing…Prices are subject to variation without notice, in accordance with market fluctuations.We offer quantity discounts on orders over …A … discount is offered on payment within … weeksOur terms are .. within …daysDelivery will be effected as soon as possible.Our delivery date is … after receipt of your order.

3. Conclusion. - show willingness to supply further information;- express the hope of receiving an order.

Will you kindly let us have an early decision.We know that you have made an excellent choice in selecting this product … and can assure you that your order will be dealt with promptlyWe would like to thank you for your interest in our products...We hope that our favourable prices will induce you to place an order with us. Our whole experience is at your service.We hope to hear from you in the near future.

V. Order.Orders are placed either on the buyer’s own initiative or in response to an offer. An order letter requests goods or services. If an offer suits him, the buyer simply places an order, often using a printed order form. However, if there is no order form or certain points have to be discussed, then a letter is needed.

Purpose:- to place a written order for goods and services- to confirm in writing an order made by person or by telephoneForm:

1. Introduction. - thank the seller for the offer or say where you have seen the goods advertised

- state directly and in details the goods and services requested

Thank you for your offer of …

Please find enclosed order form № …Please accept the following order for …

2. Body. - indicate relevant data as to quantity, size, color or style

The quality must be up to/ match the sample …First-class material and workmanship are

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- cite identifying information such as serial number, catalogue page, or advertised source

- indicate unit price, subtotal cost, and total sum and method of payment

- include shipping information

essential.What special discount can you offer for orders over…?We enclose a trial order. If the quality is up to our expectations, we shall send further orders in the future.If pattern … is not available, please send … instead.We are arranging for the consignment to be inspected before shipment and must ask you to sendonly goods in perfect condition.

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3. Conclusion. - briefly thank the person or department for attentive service

Your early attention to our order will be appreciated.We hope that you can give this order your prompt and careful attention.

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VI. Complaint.Complaint letters express dissatisfaction with a service or a product. Although a problem may arouse anger, a complaint letter should be firm, precise, and controlled in tone. The writer wants to persuade the reader to respond favourably by correcting the problem or by making an adjustment.

Purpose:- to inform the reader of an unsatisfactory service or product- to receive compensationForm:

1. Introduction. - identify the problem,- state reason for the complaint

We are sorry to tell you that your last delivery has given us cause for complaint.Part of the order/ consignment was damaged in transit …You have supplied the goods below the standard weexpected.

2. Body. - give details about the product or service;- explain how you were inconvenienced;- request correction, compensation or

adjustment.

Under the terms of your guarantee…Please exchange the faulty items …We are prepared to accept the goods if you reduce the price by…This has caused a great deal of annoyance …

3. Conclusion. - politely but firmly express thanks for action,- encourage goodwill.

We hope you will look into this matter as soon as possible.We hope that this will not happen again.We must insist on more careful execution of our orders.

B. Report Writing.

Your business communication conveys an image of your company to the outside world, as well as reflecting your professional competence.

Business people often find themselves at a loss when confronting paper work and report writing in particular. For Russian learners of business English report writing skills are of paramount importance especially when they find a position with a foreign company or a joint venture which are mushrooming in the country.

Reports are a mainstay of corporate life and administration, their role is hard to overestimate.

The vast majority of reports are assigned but some are offered voluntarily by perceptive employees who see specific problems and wish to propose solutions. Reports are so important that a person's advancement within the corporate structure depends in part on his or her ability to write clear, substantive, accurate reports.

Business reports are hard to describe since they have such a wide variety of characteristics. But they are unified by emphasis on factual information. They differ, however, in whether they are circulated within or outside the company, in frequency of submission, in degree of formality, in organization, the segments and in format.

Factual orientation.Verifiable data is essential to business

reports. No matter how far reports go into interpretation and analysis, they begin by presenting and summarizing facts. Reports share the writer's interest in the fundamentals of who, what, when, where, why and how.

Circulation.Reports may be circulated either inside or

outside the company. External reports may be sent to regulatory agencies, sponsors of a project, or stockholders.

Internal reports may be sent in any direction within the company - laterally, upward or downward. Reports sent laterally may inform employees of the events in the company life or forthcoming changes and innovations. Reports sent upward may simply present information or may discuss situation in some detail. Reports sent downward may announce various procedures and forthcoming events or changes in the management in the company.

Frequency of submission.Reports differ as far as frequency of

submission is concerned. They can be submitted routinely and periodically - weekly, monthly, quarterly, semiannually or annually. Such recurring reports as sales figures, product

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distribution data, expense accounts frequently use preprinted forms. Nonrecurring reports such as project proposals, progress reports and final reports usually include more analysis of the data than periodic reports and often include recommendations.

Formality.The formality of reports is influenced by

the audience or the addressee and the subject matter. Reports sent upward in a company or intended for wide distribution use fairly formal language and precise format. If a report is designed for a peer reader a more casual style may be adopted. First names, contractions, parenthetical comments, abbreviations can be used. It is only natural that the relations between the writer and the reader as well as the importance of information presented influence the degree of formality.

Direct and indirect approach.The writer should choose between direct

and indirect approach for arranging the material. Direct order is best if you anticipate a neutral or positive reaction. The purpose of the report should be stated in the first or the second paragraph. Very often the writers begin by stating: "The purpose of the report is…". The body of the report then relays factual information and the conclusion recaps the major ideas and makes recommendations. On the other hand if the reader is not expected to react enthusiastically to the information presented in the report it is advisable to use more subtle indirect order. Start with positive comments that represent mutual agreement and only then pass on to outlining the difficulties resulting from the

current situation. The reader's mind must be appeased and the impression should be created that the situation is not serious enough to start action. Discuss the negative point in a very objective and factual manner, omitting any hint of personal criticism. Then present the details of your proposal and describe the benefits of your plan.

Arrangement of points.It should be mentioned that discussion

reports in contrast to preprinted ones allow a great deal of flexibility in arrangement of material. Of course logical manner is of great importance and to achieve it certain options can be recommended. Various segments of the report can be organized in some kind of order: chronological, strongest-to-weakest, subject-by -subject, general-to-specific, specific-to-general and others. Chronological order is good for time-oriented documents. From strongest-to-weakest order is suitable for various kinds of recommendations: a person for a position, a project etc. When you submit a comparative analysis of equipment or a procedure you may follow subject-by-subject or point-by-point order.

FormatAs far as format of reports is concerned it

is obvious that standardized forms are very helpful. They allow the writer to focus on the details needed and allow readers to scan the data quickly. For longer reports you may select memorandum lay-out or the formal report format (formal report writing requirements will be dwelt on individually).

Main Types of Reports.Although the variety of reports is infinite

they may be broadly categorized into four essential types: periodic reports, detailing routine company activity; annual review and policy reports; assigned or commissioned reports; proposals and other self initiated reports.

Periodic reports.Periodic reports may consist of internal

accounts of company activities or external reports to agencies outside the company. They may be weekly, monthly, quarterly and so on.

Annual reports.Annual review and policy reports include

performance reports and policies and procedures description. They often include assessment ratings and descriptive analysis. When writing this type of report one should focus on facts rather than impressions and assumptions.

Assigned reports.Assigned reports are often aimed at

confident decision-making. They may require laboratory testing, plans for future activities, surveys of select groups etc. In some cases only

a single report is needed in others a series of progress reports are required to assure the superior or a client that the work is being done. Progress reports are usually short and present information on work completed, work to be done, problems faced and projections on meeting the scheduled deadline. For an uncomplicated project one paragraph on work accomplished and one on work remaining will suffice.

Proposals.Proposals can be either initiated by the

writer or commissioned by a supervisor. In both cases they are designed to provide solutions to problems. Proposals begin with the statement of the problem. The discussion of the current situation or procedure should be detached and professional. The second section advances the proposal itself incorporating statistics and precise data. A report of this type should include details pertinent to the study: background, purpose, methods, sources, scope, areas to be studied, time frame and costs involved.

2. Determine the type of a letter each of the extracts below belongs to.

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1. Mr Kazoulis would like a double room with shower and full board from 12 to 14 September inclusive. 2. I am extremely sorry about the incident last week during the visit of your representative to our offices. Unfortunately ... 3. This is not the first time that this has happened and I must inform you that if it happens again we shall be compelled to issue a formal reprimand. 4. I regret to inform you that your application/or the post of Deputy Catering Manager has been unsuccessful. Thank you for... 5. Please find enclosed my CV and a recent photograph. 6. I should be grateful if you would send me more information about your LK range of products including details of prices and discounts. 7. Thank you for your letter of 9 June. Please find enclosed a price list and full details of… 8. Please would you send to the above address 37 units of product reference number 37/LK (brown) and dispatch the invoice to our West Central Office in the usual way. 9. Kazoulis Communications would be pleased to welcome Udo Schmidt to the opening of its new… 10. With reference to outstanding invoice number 9602/32/64, we should be grateful if you would settle… 11. I wish to draw your attention to the very poor treatment our representative received when she called on you last week.

3. Choosing from the words in the box, label the parts of the letter. The first has been done for you.

datemain paragraph

letterheadreferencessalutation

introductory paragraphconcluding paragraph

recipient's address(sender's) address(typed) signature

complimentaryending enclosures

(abbreviation) position/titlesignature

(1) WIDGETRY LTD(2) 6 Pine Estate, Westhornet, Bedfordshire, UB18 22BC

Telephone 9017 23456 Telex X238WID Fax 9017 67893

(3) Michael Scott, Sales Manager, Smith and Brown plc, Napier House, North Molton Street, Oxbridge OB84 9TD.

(4) Your ref. MS/WID/15/88 Our ref. ST/MN/10/88

(5) 31 January 20—

(6) Dear Mr Scott,

(7) Thank you for your letter of 20 January, explaining that the super widgets, catalogue reference X-3908, are no longer available but that ST-1432, made to the same specifications but using a slightly different alloy, are now available instead.

(8) Before I place a firm order I should like to see samples of the new super widgets.

If the replacement is as good as you say it is, I shall certainly wish to reinstate the original order, but placing an order for the new items.Apart from anything else, I should prefer to continue to deal with Smith and Brown, whose service has always been satisfactory in the past. But you will understand that I must safeguard Widgetry's interests and make sure that the quality is good.

(9) I would, therefore, be grateful if you could let me have a sample as soon as possible.

(10) Yours sincerely,

(11) Simon Thomas(12) Simon Thomas

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(13) Production Manager

(14) enc.3. Complete a letter replying to a complaint. Choose from the alternatives given to fill in the gaps. The

first has been done for you.

1. a. the 25 of Octoberb. October the 25c. 25th October

2. a. defectb. problemc. asset

3. a. demandb. orderc. request

4. a. investigatedb. looked

c. traced5. a. bothered

b. killedc. horrified

6. a. suppliersb. creatorsc. models

7. a. mislabelledb. misspeltc. mishandled

8. a. certifiedb. checkedc. tried

9. a. apologiseb. sorryc. regret

10. a. suggestb. demandc. insist

11. a. chargeb. subtractc. reimburse

12. a. debitb. costc. credit

Thank you for your letter of (1) c 2002, about the (2) ...................you have had with your (3)................... X/123/89.I have (4)................... into the matter and I was (5)................... to find that our (6)................... had sent us the wrong components and had also (7)................... them, so that our clerks did not realise the mistake. Of course we should have (8).................... but I am (9)................... to say that we did not do so.The only thing I can do is to (10)................... that you return the faulty items (we will, of course, (11)................... the shipping costs) and we will replace them with the correct items or (12)................... you with their value.We apologise for the error and are taking steps to ensure that it is not repeated.

4. Choose from the words in the box and put the word into the correct place. One has been done for you.

order no.your ref./our ref.

quantitytotal cost

catalogue item no.packing

discounts subtotalauthorised signature

descriptiondeliveryunit cost

date

marksaddress

COLISEUM MOTORS1, rue des Bagndes 75023 Paris, France

To Camford Spares Ltd Purchase (1) order no Oxford House Bletchley Avon XL 8295 AG (2)_______6th March 20__ England

(3)_________CM/JS/76 _________CS/L/S/87Please supply the following(4) ______ (5) ______ (6) _______ (7) _______ (8) _______5 931A fan motor assembly $199.99 $999.95100 1052C brake pipes $45.00 $4,500.0010 52K steering dampers $95.00 $950.0025 193T front fog lights $6.50 $162.50

(9) ________ $7,612.45Less (13) ___________________5% for orders over $1,000 $380.622,5% for settlementwithin 30 days $190.31 $570.93

TOTAL $7,041.52Date required:1 June 19—(10) ________________ 14________ ___________5 cartons(11) ________________CMX 1-5(12) ________________

Coliseum Motors

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1, rue des Bagndes75023 ParisFrance

5. The bar chart below shows the percentage of sales made by retailers in Britain on each day of a typical week during the years 1996 and 1998.Using the information from the bar chart, write a short report summarising the changes that took place between 1996 and 1998. Write about 100 words

Day by day: The shoppers' week

II. SPEAKING + LISTENING

1. This lecture looks at strategies, key words and phrases that will help you with your calls. when doing Telephoning. Read it through. Make notes of most essential things. Discuss them with a partner and improve them. Use your notes to prepare and give a talk on ‘Telephoning Strategies’ and write a Memo on ‘Key Language of Telephoning’.

Telephoning is a very direct form of communication, and although the use of e-mail is a popular alternative, there are times when phoning someone is more effective, for example when you want to locate a particular person in an organization, or get information quickly. This chapter looks at key words, phrases and strategies that will help you with your calls.

In business, people may want to make a phone call for any of the following reasons: to give or get information, especially in a hurry or in an emergency, to keep in contact with someone, to make an appointment or to make arrangements, to confirm details of something, such as an order, to clarify a misunderstanding, to make a complaint or explain a problem, to follow up a meeting, to thank someone.

The following expressions can be used to talk about telephoning. Phone, call and ring are other ways of saying 'telephone' (verb).

● make a call = to telephone someone: I'll meet you downstairs in five minutes. I just have to make a call.

● give someone a call = an informal way of saying 'call' or 'phone': I'll give you a call on Monday to tell you my arrival time.

● call back = to telephone someone again: She's not in? I'll call back tomorrow, or I'll call back later.

● return someone's call = to call someone who called you before: Good morning Mr Hughes. My name is Carol Macfarlane. I'm returning your call.

● call someone back = to call someone who called you before: Could you ask her to call me back?● get back to someone = to contact someone again: Could you get back to me with that

information ?● put someone through = to connect the caller to another person or Could you put me through to the sales

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department: department, please?● get through to someone

= to be able to contact and talk to someone: Did you manage to get through to the Marketing Director?

● be engaged (BrE),be busy (AmE)

= to be in use; the number you are calling is not available:

The number is still engaged. I can't seem to get through.I'm sorry, the line's busy. Would you like to call back later?

● be on the phone = to be using the phone: I'm sorry, she's on the phone just now. Can you call back later?

● hold on = to wait: Hold on a moment. I'll see if she's free.● hang up = to end a call and put the phone down: After waiting for thirty minutes, he

hung up.

The words below are frequently used when telephoning or talking about calls.● extension = an internal telephone number: Extension 22054 ['double two, oh five

four'], please.● answering service = an electronic service which records

messages for you and gives them to you later:

I left a message with his answering service.

● answering machine = a machine connected to the phone which records messages from callers:

If he's not there I'll leave a message on the answering machine.

Saying telephone numbers● We usually say telephone numbers as individual digits.● Note '0' can be pronounced as 'oh' or 'zero', eg. 01234 473950:

oh one two three four; four seven three, nine five ohorzero one two three four; four seven three, nine five zero

● As you speak, note that you can separate the digits into groups with a slight pause between them.

Strategies for making a callMaking a phone call in a foreign language can be difficult because you cannot make eye contact, show samples, or draw diagrams; you can only communicate verbally. It is therefore important to be prepared beforehand. Remember also that the person you are speaking to may not use English as their first language.Here are some ways you can help yourself to make effective calls:● Learn how to greet people.● Learn how to ask for a specific person by name or job title.● Plan what to say if that person is not available.● Have the relevant papers with you to refer to.● Be ready to ask people to repeat or clarify something if necessary.● Make sure you know how to say numbers and the alphabet in English; you may need to

write names, prices, dates and other details.● Always confirm the details at the end of a call.● Follow up the call with a fax or an e-mail to confirm arrangements or appointments,

especially if you have any doubts.

Making a call: structure

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Although every telephone call is different, you can use the simple structure and the specific phrases below to help to prepare for a call.Part one● get the person you want to speak to● explain the purpose of the callPart two● talk about the main subject of the call eg. Arrangements● confirm details of the conversationPart three● signal the end of the call● thank the other person● refer to future action

Essential language of telephoningBelow is some of the basic language you need to make and receive calls, followed by

some more detailed alternatives to select from.

MAKING A CALL.

1. Greetings Hello.Good morning.Good afternoon.

2. Identifying yourself

My name is [your name].This is [your name], [if the person receiving the call knows your name]My name is [your name]. I'm calling from [your department and the name of the company], [if the person receiving the call doesn 't know your name]

3. Asking to speak to someone

Bob Robbins, please.Can I speak to (Bob Newman), please? [you know the man]Could you put me through to the (marketing) department, please?I'd like to speak to (Anna Bredin), please.Could I speak to someone in charge of (customer services), please? [you don't know the name of anyone in that department]Could I speak to someone about (business accounts), please?I'd like to speak to whoever deals with (planning permits).

4. Explaining the purpose of the call

I'm calling to ask you for (a copy of invoice 221/TW).I'm calling about (the ad in today's newspaper).I'm phoning in connection with (the March trade fair).I'm trying to get in touch with (John Alien).I'm trying to find out about (model T40).

5. Leaving a message Could you give Tanya a message, please?Do you think you could give him a message, please?Could you ask him to call me back today?Could you tell her that (I can't make this afternoon's meeting)?

6. Thanking Thanks for your help.Well, thank you very much.Thank you. You've been very helpful.Thanks a lot. [informal]

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7. Ending I'll talk to you soon.Well, I'll see you next week then.Goodbye.

Do not say ‘I’ am ...' to identify yourself on the phone. 'I am ...' is used to introduce yourself in person, or to describe your job title or profession. Instead, say 'This is...'.When you make a call, you can check that you are speaking to the right person, department or organization by asking:'Is that James O'Brate?the Customer Services department?Wilde and Langley?

RECEIVING A CALL.

1. Greeting Hello.Good morning.Good afternoon.

2. Identifying yourself and your organization

Kingston Clothing, Jane speaking. Reeves and Coates.

3. Offering to help Can I help you?How can I help you?

4. Asking who the caller is

Who's calling, please?Who shall I say is calling?And your name, please?

5. Asking the caller to wait

Just a moment, please.Could you hold on, please?

6. Connecting the caller to the right person

Right, you are through to Mr Walters.I'm just putting you through to her now.I'll put you through to Accounts.

7. Explaining that someone is not available

I'm sorry, he's not available just now. I'm afraid she's out at the moment.on holiday this week.away today.in a meeting just now.

Sorry. I can't locate her. She's on another line just now. Do you want to hold?

8. Offering alternatives

Would you like to leave a message?Can I give him a message?Could you call back later?Can you tell me what it's in connection with?Would you like to speak to someone else from his department?

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9. Taking a message Can I have your name, please?And your number?Could you spell your name for me, please?

10. Checking information

So, that's Paula Martinez on 558 90 96 and you would like Mr Walters to call you back.

11. Ending a call Thank you for calling. Goodbye.

TALKING ABOUT DIFFERENT SUBJECTS.When you reach the person you want to speak to, there are many ways in which the conversation might

develop, depending on the purpose of your call. You can choose from the situations below to help you to prepare for your calls.

1) Arrangements.In business you frequently need to make arrangements for meetings, conferences, appointments, deliveries,

travel, social events and other activities.

1. Making arrangements

We need to get together to confirm (the details of the trip) / discuss (your proposal) / plan (our presentation).I'd like to meet up with you to discuss (my idea) / look at (the samples).Can we meet on (Tuesday at three o'clock)?How about (tomorrow afternoon at about four)?That would suit me fine.Could we deliver the order on (May 14)?Shall I make a booking for (twelve people)?

2. Changing arrangements

I'm afraid (Friday) will not be possible after all.I'm sorry but I have to cancel (the appointment) / postpone (the meeting) / delay (the delivery) / rearrange (our schedule).There has been a problem with (the flights).Can we meet up a little earlier than planned?

3. Making a reservation

I'd like to book the conference room for [date, time, number of people].reserve a flight to [place] on [date] for [number of people].Could I make a reservation please? A table for (eight people) at (seven o'clock) on (Thursday).

4. Confirming arrangements and reservations

Right, I look forward to our meeting next week.So that's two tickets for the fourth of May at three o'clock.So we'll see you on Friday.

2) Requests (asking people to do things).

1. Requesting information or action

Could you tell me (the order number), please?Would you send us the details of (the offer), please?Do you think you could ask her to contact us?I'd like a copy of (the report please).

2. Responding to requests

Certainly, I'd be happy to.Yes, of course.Sure, I'll get on to it straight away.Sorry, I'm afraid that's not possible, [explain why not].Sorry, I can't help you there.

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3) Details.It is essential to be able to give and take down names, quantities, dates, prices, addresses, numbers and other

details. To do this you need to know how to spell words in English and to be able to say numbers.

1. Asking for details Could you give me the reference number please?... and your address?What exactly is it that you need?How many crates have you ordered?Give detailsThat's R-0-S-C-O-M-M-O-N. Reference Number 3 4 2 Z / R Model number 207.

2. Asking for clarification

Could you spell that for me, please?Did you say two o'clock?I'm sorry, I didn't catch the last name. number.first part of the address. flight time.Could you repeat that please?I'm sorry, I don't understand. Could you speak more slowly, please?

3. Confirming details So, that's 200 boxes of 40 at £50 per box. OK?So that's Mr Sean Cusack from GRT International, and you want Gretta to call you. Is that right?

4) Complaints and problems.Explaining a problem over the phone requires preparation, so before you make your call, think about what is

wrong, the words that you need to describe it in detail, and the result you want from the call.

1. Making a complaint I bought a (box of stationery supplies).I ordered some (tools) from you last week.I'm calling to complain about our last order.I'm not at all happy with the service / your response (to my request).The (wiring) is faulty.I've been waiting for (my equipment) for three months.

2. Explaining your problem

I can't understand the (instructions).The (light) doesn't seem to be working properly.

3. Responding to complaints and problems

Could you tell me exactly what happened?What seems to be the problem?Have you tried (restarting it)?Could you send me the details in writing?

5) Listening actively.On the phone, it is important to let the caller know that you

are listening. You can do this by using the words below.I see.Yes, I understand.Right.Okay.

6) Apologizing I'm sorry to hear about that.We are sorry about all the problems you have had.

7) Promising I'll check it out and call you back.I'll get on to that right away.I'll see what I can do, (Mr Jefferson).

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You'll get a replacement this week.

2. Below are two examples of telephone conversations in a Russian version, one where the caller leaves a message and the other where the caller gets through to someone in the right department. Translate them into English, consulting the lecture above, where necessary

In the following telephone conversation, the caller knows who he wants to speak to but she is not available. Jonathan Rankin, a supplier of fabrics, calls Laura Williams, Purchasing Manager of a clothing manufacturer, to arrange a meeting. They have done business together before.- Oдежда Джей Мэк. У телефона Соня. Что я могу для Вас сделать?- Это Джонатан Рэнкин из АэнБи Фэбрикс. Можно поговорить с Лорой Вильямс?- Минутку. М-р Рэнкин.- Спасибо.- Мне очень жаль. Сейчас она не может подойти. Могу я ей что-нибудь передать?- Да, будьте добры. Скажите ей, что у нас новый ассортимент тканей из Индии, и я бы хотел ей их показать,

если возможно на этой неделе. Не могли бы Вы попросить ее мне сегодня перезвонить?- Передать ей, чтобы она перезвонила Вам по поводу ассортимента индийских тканей?- Да, правильно.- Хорошо, м-р Рэнкин. Я передам ей Вашу просьбу.- Спасибо. До свидания.

In the telephone conversation that follows, the caller does not have the name of the person he wants to speak to. This is his first call to this company.- Гран и Вильямс. Чем могу помочь?- Доброе утро. Я бы хотел поговорить с к-л о семинарах по коммуникации.- Одну минуту я соединю Вас с Патриком Бизли.- Спасибо.- Патрик Бизли у телефона. Что я могу для Вас сделать?- Здравствуйте. Меня зовут Питер Коухен. Я из отдела по работе с персоналом Ратланд Принтинг. Мы

планируем серию семинаров по обучению коммуникации наших торговых агентов. Мне нужна информации об услугах, которые вы представляете.

- Ну, мы проводим как однодневные так и многодневные семинары по межкультурной коммуникации . Мы можем предоставить курс той продолжительности, которая вас устроит.

- Хорошо. А Вы не могли бы прислать мне информацию?- Да, конечно. А может быть лучше встретиться?- Ну, на этой стадии я бы хотел просто ознакомиться с тем, что вы предлагаете.- Прекрасно. Не могли бы вы дать мне ваш адрес?- Это Ратлан Принтинг Лимитид, 22. Роуланд Плейс, Йорк УК44ВЕ.- Вы сказали 22?- Да, правильно.- Хорошо. Я сегодня же вышлю вам сообщение.- Спасибо. До свидания.- До свидания.

3. Use the flow chart below as the basis for a telephone conversation involving a complaint. Berraondo S.A. Work with a partner, doing one of the roles, then change parts and do the talking again. Change a partner and do it one more time.

Tao Loon Company (Sales Office)Answer.

Greeting. Introduce yourself.Offer to help.

Explain problem.Order HF5618 for 20 printers.Only 17 have arrived.

Express surprise.This is second time you have received an

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incomplete delivery.Suggest possible error in order administration.

Agree - say you need the other three printers urgently.Delays are costing you goodwill - unhappy customers.

Explain stock problems.Ask for a promise of delivery date - ASAP.

Promise next Monday.Complain - you want despatch now.

Express regret - not possible.Ask for fax to confirm dispatch.

Agree - apologise. End call.

Now listen to the recording of a model answer.

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4. Fax should reflect the best principles of customer service. Look at this model fax, and comment on the way it is structured. Reproduce with a partner the telephone conversation that preceded it.

STELLA COMMUNICATIONS PLCPO BOX 45, 27 PARKWAY, HALL GREEN,

BIRMINGHAM BH56 4TR ENGLANDPhone: 44 121 312 769/221 Fax: 44 121 312 593

Fax To: Hamid Nadimi From: Peter CarrAhmed AI-Hamid & CompanyFax number: 966 1 367933No of Pages (inc. this one): 1 Date: 14 July 19—

ATTN: Hamid Nadimi — Operations Director

Re. Faulty Valves on Pipeline System

Following our telephone conversation today I am pleased to tell you that Mr Bains will return in four days with the relevant parts and the system will be repaired within five days.If there is any way I can be of further assistance, please do not hesitate to contact me again.Once again, please accept my apologies for the delay in carrying out the repairs.Furthermore, let me assure you of our very best standards of service in future.

Best regards,

Peter Carr

5. You will hear two telephone conversations. Write down one or two words or a number in the spaces on the forms below.

Conversation 1 (Questions 1-5)

TELEPHONE MESSAGEFor: Liza PhilipsFrom: Tim LoweCompany: (1) ........................ Design Inc.Tel No: (1202)6508397

Message:Please (2) ........................................................................ .It's about your invitation to speak at a business lunch for local (3) ................................................... . The topic should be about best ways to promote to (4) .................................................... markets. They are particularly keen to know about your (5) ................................................... .

Conversation 2 (Questions 6-10)

TELEPHONE MESSAGEFor: David Winger, (6) .............................. Marketing

DivisionFrom: Sam Cook, Conference (7) .............................. at

Sunway Hotel

Message:They have received your speaker's (8) ......................... form.Could you let them know if you will need a (9) ...............................? He also wants to know which (10) .............................. you want.Please call him as soon as possible.

6. The staff of this company are having problems with their prepositions on the telephone: some of the prepositions in these sentences are wrong. Find the wrong and put the correct preposition in the space after the sentence. Choose from the wing words. Some words are used more than once.

offdown

onthrough

backup

1. Just a minute while I look up his number in the company phone book.' (LOOK..............…........)2. I'm sorry I can't talk to you now. Could I call you back in five minutes?' (CALL...................…....)3. I'm trying to get off to Mr Schmidt. Could you give me his extension number?' (GET.....................…….)4. I need to take down his name and number.' (TAKE.....................…..)

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5. Could you hang on a minute while I get a pen?' (HANG.....................….)6.'I was talking to Mrs Bazin when we were cut up.' (CUT.....................……)7. 'Please could you put me down again?' (PUT....................……..)8. 'I've been trying to talk to her all day but every time I call she hangs back.' (HANG.....................….)9. 'The phone rang and I picked off the receiver straightaway.' (PICKED.......................)10. 'I'm sorry I don't have this information right now. Can I get up to you tomorrow?' (GET………………….)

7. Watch video segment‘Telephoning’. Make notes of the lng used while doing telephoning. Compare your notes with the partner. Distribute the phrases in accordance with their functions.

8.Watch video segment ‘Communication’. Get prepared to talk on the topic of ‘Communication difficulties and lng problems’.

9. .Role play the following:

l You are meeting some important guests and would like to take them out to dinner. Ring the Grand Palace Restaurant and book a table for four people at 8p.m. today.

2 Make a call to the restaurant that has been recommended to you.

3 Use your own name. You need a hotel room in Bergen, Norway, for five nights from 17 January. Your company pays you NOK (Norwegian Crowns) 1250 per day for hotel accommodation. If the difference in price is not too great, you'd like your wife/husband to accompany you. Ring the Sola Beach Hotel. A friend has recommended it.

4. You are Peter Probe, Chairman of the Scottish Association of Market Researchers. Ring Professor Patricia Malcolm and see if she is prepared to be the keynote speaker at your next conference (opening day 16 November). You can offer her a fee of £275. The theme of the conference is 'Recent developments in market research'.

5. You are on holiday in Britain and would like to hire a car. You'd like a small car for the weekend. Phone Rentacar Ltd (Al) and then Cheaprent Ltd (A2) and see what they can offer you. The total cost (without petrol) must be under £30.

6. You hold a ticket on flight BA312 from London to Paris at 18.00 on Friday 19 September. You know you will be a little delayed. Change your booking to the Air France flight (AF 794) that leaves one hour later.

7. Your name is Sara Leijonflycht. You work for the Data Communications division of Scandata AB. You will be in London in week 48 and would very much like to meet Derek Hodgson, British Telecom's Euronet manager, to discuss using some of your company's equipment. You are free on Monday morning and from Wednesday lunchtime to the end of the week. From Monday lunchtime until Wednesday lunchtime you are with BCL Computers outside London. Phone Derek Hodgson.

8. You are staying at the Bristol Hotel. You ordered, by telephoning Room Service, continental breakfast (with tea) and the London Times, You have received continental breakfast (with coffee) and the New York Times. Ring Room Service, ask for the manager and complain.

9.You asked Brown Trading Ltd for information about their F12 photocopier. They have sent you information about the F13. The information is in German and not, as you requested, in English. Ring and complain.

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Section 3: Case Study

Read the case and deal with the tasks placed after it.

BACKGROUND

In January 1984, Comtec Corporation, a small manufacturer of industrial microcomputers and application-specific software in Cambridge, Massachusetts, was having a difficult time competing in both the domestic and international markets. Sales of its primary product, the Comtec lOO Microcomputer, were slow, and the company's profit was practically nonexistent. In short, Comtec was facing a serious financial crisis.

In an attempt to save the company, the president. Dr. Daniel Needham, hired an outside consultant, Ms. Roberta Malcolm, a seasoned professional with years of high-tech marketing experience. After studying the situation for a couple of weeks, Ms. Malcolm made three recommendations. The first called for closing down the European sale; office in Amsterdam and concentrating, for the present at least, on the U.S. market. The second recommendation was

for Comtec to shift from a hardware to software emphasis. Specifically, Ms. Malcolm advised the company to begin producing IBM-compatible software for general purpose laboratory/technical uses. Her third recommendation called for the company to shift its advertising and sales promotion from heavy reliance on journal advertising and press releases to direct mail advertising and trade show exhibits.

All three conclusions, though not explicitly critical of the vice president for sales and marketing, Mr. Harry Otto, were implicitly so since Mr. Otto had been instrumental in implementing the present marketing strategy. It was now up to the company to decide whether to risk its remaining capital on an entirely new direction or stay with the pre sent course, namely, continuing Mr. Otto's strategy of industry-specific hardware/software production.

DIALOGUE: A NEW MARKETING STRATEGY?CAST: Dr. Daniel Needham, President, Comtec Corporation

Mr. Harry Otto, Vice-President, Comtec CorporationMs. Roberta Malcolm, Computer Consultant.The three are discussing Ms. Malcolm's report in Dr. Needham's office at Comtec.

Malcolm: Let me just say at the beginning that I realize my recommendations may seem very bold, but given the present financial situation at Comtec I think bold measures are needed.

Otto: Right on both counts. The question is, are these the right measures? My feeling is simply that we haven't been aggressive enough in our marketing. Also, the new targeted fields — materials-testing automation and chromatography automation — are not quick sells; i-t takes some time to build up orders. We launched our new campaign in the early fall; it's just January now. I think you're premature in your assessment that this is not the right market.

Needham:

Harry's right to some extent. But the truth is the orders just aren't coming in fast enough. We can't play a long-term waiting game. We don't have the capital to last.

Otto: All right. Orders aren't coming in in the necessary quantity, but we're getting more and more inquiries, and with proper action we should be able to turn them into orders.

Malcolm: Mr. Otto, I understand your position, but I don't feel that you've received enough inquiries to warrant optimism.

Otto: I'm not that optimistic at all about it, but I feel we have to give this market, this product, some chance.

Needham:

Harry, what are you basing your sales projections on?

Otto: First, our sales manager in Amsterdam, Max Mendel, is right now working on an order for ten Comtecs, .plus software. That amounts to $200,000.

Malcolm: But an order isn't an order until you get a P.O.* number.Otto: Right. But Max feels confident he'll get it.

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Needham:

That brings up the whole matter of the European sales office.

Malcolm: Yes, it does. And I can't see that it's worth keeping. It doesn't even pay for itself.Needham:

Well, I don't think that's true. But it barely pays for itself.

Otto: Ms. Malcolm's correct, Dan. It hasn't paid for itself in four months. I still don't feel that means we should shut it down, The potential is there. Max is a good sales rep, and things are beginning to turn.

Malcolm: Gentlemen, let me make a couple of things clear. I was hired by you to do a study and make some recommendations. I did that. It's your choice whether to accept the recommendations or not. I happen to think my recommendations are sound, but it's up to you to decide. The reasons I think they are sound are detailed in the report, but let me just reiterate a few facts here. First, in three months of active effort you have only six orders. Second, the competition, particularly in chromatography, is keen. Third, the European sales office is costing more than it's producing. Fourth, your microcomputer is too expensive, given the fact that an IBM PC costs one-fourth as much as the Comtec and is an industry standard. Granted, it may not do as much, but it is basically all most researchers need, given the right software. If you convert your software so that it will run on the IBM PC, you'll be in a position to do just that. And if you are more horizontal than vertical in your approach to the market, you'll have a larger target. Fifth, your advertising and sales promotion measures are not getting to the right people. Buy some lists and then do a direct mail shot. Go to every trade show you can and demonstrate your product. The audience you're trying to reach doesn't take journal advertising seriously. They want more information than they can get in an ad. Direct mail can give that to them; a demo can do even more.

EXHIBITS AND SUPPORTING MATERIALS

Exhibit I. Ad for the Comtec 100 Microcomputers

Automate Your Lab NOW

When is laboratory automation more than just laboratory automation? When you automate with a Comtec 100—the most powerful R & D micro on the market. The Comtec 100 features multitasking, multiprocessing, ultra-high-speed analog input, and a real-time operating system. These features make the Comtec 100 capable of being a central computer for all your automation needs. Special application-specific programs for Materials Testing and Chromatography, as well as general-purpose R & D software, make Comtec a leader in laboratory automation.

Call, Write, or Circle Inquiry No. for Action

Comtec Corporation333 RoadwayCambridge, MA1-800-262-8400

Circle Reader Service Card No. 363

Exhibit 2. Sales of the Comtec 100, Third and Fourth Quarter, 1983 (in US$)

Juli Aug. Sept. Okt. Nov. Dec. TotalDomestic 38,900 48,600 61,642 54,282 42,623 43,624 289,671International 31,090 21,438 37,583 21,438 21,438 --- 132,987

422,658

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Exhibit 3. Comtec's Balance Sheet as of December 1983 (Actual US$)

ASSETSCash 44,190Accounts receivable:

trade 209,540other 41,800

Inventories:raw materials 98,070packaging 24,504work in progress 3,230finished goods 107,440

Prepaid expences 10,756TOTAL CURRENT ASSETS 539,530

Fixed assets 12,462less depreciation (4,790)

Net fixed assets 7,672Other noncurrent 190TOTAL ASSETS 547,392

LIABILITIESNotes payable 54,182Accounts payable:

trade 269,904current intercompany 82,591accrued expences 23,693accrued taxes 97,330

TOTAL CURRENT LIABILITIES 527,700

Reserves 1,561Share capital (privately held) 18,131TOTAL LIABILITIES 547,392

Exhibit 4. Memo from H. Otto to D. Needham

Interoffice Memorandum

To: D. NeedhamFm: H.A.O.Re: Direct MailDate: Jan. 23, 1984

I contacted the people at Industrial Collaborative today in an effort to purchase direct mail lists. They claim to have very vertical lists of primary purchasers both in the U.S. and abroad for materials-testing automation and chromatography automation. They will sell one list for $1,200 or two for $2,100 (over 1,000 names in each) . The lists include names and titles. I strongly suggest we purchase the lists, as recommended by Ms. Malcolm, and create a direct mail piece to accompany existing product literature. David, at International Communications, says he can have design and copy in a matter of days for a four-page brochure describing our automation packages. He will check back later today to confirm. Let's talk this afternoon.

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Exhibit 5. Letter from Manchester Metals, Ltd., to Comtec's Amsterdam Office

MANCHESTER METALS, LTD.4, Surrey Rd.

Manchester, England

27 January, 1984

Mr Max MendelComtec CorporationBrouwersgracht 77Amsterdam, Netherlands

Dear Mr Mendel:

I enjoyed talking with you last week when you were in Manchester and am pleased to report that I was quite impressed with the Comtec 100 Microcomputer. I have recommended to the purchasing section that one Comtec 100 be purchased as soon as possible . The order should be sent to you within ten days. As I informed you last week, our long-term needs could conceivably call for additional purchases of eight to twelve Comtecs. This initial purchase, therefore, should be viewed as a trial. I have few doubts, however, that the Comtec 100 will perform to our complete satisfaction.

Looking forward to doing more business with you.

Most sincerely yours,

Susan T. West

Susan T. West, Ph.D.Director, Mechanical Testing

Some Points to Keep in Mind:Business strategies, by their very nature,

are continually subject to change. Regardless of a company's past performance, innovative ideas are absolutely essential if the company wishes to increase or even maintain its market share. Since business is not a science, however, it is impossible to determine exactly how long a particular strategy should be employed before it is changed. Premature shifts in marketing strategy often have negative results. At the same time, in order to minimize losses, it is important to recognize when a strategy is not successful so that it may be altered.

In this case, the dilemma is precisely that described above. Comtec's strategy initially was to produce microcomputers for general industrial use. When that was not successful, Comtec targeted two specific areas: materials-testing automation and chromatography automation. Now, that strategy too seems to be failing. Is it, however, the case, as Mr. Otto believes, that simply more time is needed to penetrate these special targets, both domestically and overseas, or is a new direction needed? Finally, is the radical change proposed by Ms. Malcolm the right direction if Comtec should decide to change its strategy?

CHECKLIST AND WORKSHEETIn coming to a decision about this case, did you consider the following?Malcolm's recommendations Otto's original marketing strategy The importance of the European office The poor financial situation of Comtec Otto's revised strategyThe risks involved in radically changing the nature of the corporationWhat other factors should be considered?

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Decision:_________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

DISCUSSION QUESTIONSI. Background and Dialogue

1. What does Comtec Corporation do? What is its major product? For what market does it manufacture?

2. What are Malcolm's three major recommendations?3. How would you characterize Otto's position regarding the new marketing strategy? Needham's?4. At the end of the Dialogue Malcolm has a very long speech in which she lays out her

recommendations. What is the overall effect of that speech? Is her tone authoritative or weak? Are her points clearly made? Do the recommendations seem to help support the issues raised earlier in the Dialogue?

II. Exhibits and Supporting Materials1. Analyze the ad in Exhibit 1. Is it easily understandable or too technical? Does it seem appropriate

for the audience it is trying to reach? If yes, how? If not, how could it be improved?2. Exhibits 2 and 3 show Comtec's financial situation. Judging from these figures, is Comtec in

serious trouble? Support your answer with specific references to the exhibits.3. Does Exhibit 3 suggest that Otto is adopting Malcolm's suggestions? Why or why not?4. Evaluate West's letter (Exhibit 4). Does it seem encouraging? In your opinion, what do the

following sentences really indicate?... our long-term needs could conceivably call for additional purchases of eight to twelve Comtecs. This initial purchase, therefore, should be viewed as a trial.

III. Prepare an outline for Ms. Malcolm’s report to Comtec. Your outline should include detailed sections analyzing both the present situation and giving specific recommendations for the future. Use the information from the Background and the Dialogue to help you.

IV. Debate one of the following topics.1. Needham should listen to Otto, not Malcolm.2. Otto is not willing to accept new ideas.3. A successful business must continually seek new and dynamic solutions and strategies.4. Write an analysis of the case from the point of view of either Otto or Needham.

PROJECT WORK1) Divide into two competing creative groups of marketers. Research the market for some one new

product (at your own choice).2) Within teams discuss branding, your marketing strategy, the advertising campaign to be carried

through. in the form of brainstorming meetings .Prepare questionnaires, write ads, develop your marketing strategy step by step.

3) Prepare a series of presentations to (a) inform the Board on the essentials of your project, (b) to convince the Board that your project has an edge over your competitors.

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GLOSSARY.Actual (potential)

demand Advertise intensively Advertising campaignAdvertising expenditureAdvertising spaceAllocate a budgetAmbiguous questionsAmend (withdraw) the

advertisementAmount of agreement

(disagreement)AnalogAnticipate needsApplication-specificBasic list price Blaze of publicityBrandBrand loyaltyBrand manager Brand name BrandingBreach the codeBring into disreputeBring to the noticeBuild a brand Bulk-buyingCall forCapture salesChamber of commerceChange brands Channel of distributionClear stockClosed questionsCode nameCommercialCommercial transactionCompatibleConceivablyConsumer preferencesConsumer preferences Consumer sovereignty Contact methodsConvertCost effective Decline phase Design a questionnaireDesk researchDevelop advertising

campaignDevelop marketing

objectivesDifferential advantage Direct debitDisapproval Discount pricingDistinctive

competencies

DomesticallyExisting needsExplicitly warrantEye-catching FacetFactory outlet Fair competitionFalling salesFamily brandFavourite ployFill unsatisfied needsFocus groupFollow a logical patternForerunner to all

competitionsFree economyFree market philosophy Free samplesGenerate sales of the

productGetting roundGive opinions and

reasons more freelyGrowth stage Hard-selling techniques Heavy advertisingHeavy informative

advertisingHeavy reliance onHigh-pricedHire purchaseHorrisontal (vertical)

approach to the market

In a matter of daysIndividual markets.Initial purchaseInputInterest-free creditInventory size Large stocks Loss leaderLow saleLow-pricedLoyal customers Lure Luxury goodsMail-orderMarket leaderMarket nicheMarket opportunities Market opportunitiesMarket researchMarket researcherMarket segmentationMarket share Market sizeMarketing concept

Marketing environmentMarketing functionMarketing mixMarketing objectivesMarketing planMarketing programme Marketing strategyMarket-oriented firmMarket-placeMarkupMarkup on the priceMaterial prosperity Maturity phaseMicrocomputerMid pricedMultiprocessingMultitaskingNonexistentOff-licensesOnline databasesOpen questionsOutletsOutside consultantOverseasOverseas marketsOwn label brandsPacket topsPenetratePersuasive advertisingPoints of sale Poor qualityPosition a productPossible credit termsPotential marketPremature shiftPremium productPress releasePrice mechanismPricingPricing policyPricing policyPrimary dataPrimary productPrimary purchaserPrioritizing question Proceed Producer market Product launch

campaignProduct life cycleProduct literatureProduct portfolioProduct’s wrapper

(container)Production issuesProduction line Promote productsPromotional work

Provide data Public relationsRank Rate Reach a peak Research instrumentsResearch objectivesResearch taskRespondentResponse rateRetail outletRetail outletRetailerRoute Sales forceSales promotionSatisfy needsSaturation phaseScaled questionScourgeSeasoned professionalSecondary dataSell at a lossSelling conceptSelling strategySet pricesSet upSingle-use consumer

goodSlow salesSluggish salesSocial costsSpecialised goodsStandard productStanding orderStick to a known brandStimulate sales Stock the productStop sales from

decliningSubject to changeSubtle advertisingTarget audienceTarget customerTarget market Target market Test on a sample of

consumersThought-provoking Top end of the marketTrade show exhibitsTrialUltra-high-speedUnstable society Unwelcome publicityUsable questionnaireWholesaler

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· Web view5. Video: ‘Building Brands’ (David Cotton ‘Market Leader’) Watch the segment...

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Transcript of · Web view5. Video: ‘Building Brands’ (David Cotton ‘Market Leader’) Watch the segment...