- •Negotiating prices and terms 3 business incentives
- •1.1 Placing an order
- •1.2 Putting forward a counter offer for a substitute
- •1.3 New order confirmation
- •2.1 Sales incentive. Announcing a special offer
- •2.2 Reply to a special offer
- •3.1 Initiating market research
- •3.2 Covering letter with market research
- •Vocabulary
3.1 Initiating market research
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WHOLESALE HEALTH CO. 430 N.High Street, P.O. Box 841 Columbus, Ohio 43085 | ||
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Our ref. _______ Your ref. ______
January 12th, 20__
OAO Your market guide Russia 121351, Moscow Partizanskaya st. 11-2-50
Dear Sirs,
We have been referred to you by Interfood Agency for information on the market situation in health food sales who recommended your company as an efficient market research agency.
We are an established company dealing in health food in the USA and EU. Now we intend to enter the Russian market.
Our immediate objective is to obtain first-hand information on the Russian market for these goods in general and for the breakfast cereal segment in particular. We would also like a thorough report on overall size of the market, the present trends, market segmentation, market leaders and followers etc. The report should be ready within six months.
If you feel able to handle such a survey, please contact us rapidly so that we could meet you in person and discuss the scope of your activities and your remuneration fee.
Looking forward to your early reply. We remain faithfully yours.
Mary Canningham Mary Canningham Senior Sales Manager
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3.2 Covering letter with market research
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OAO YOUR MARKET GUIDE Russia, 121351, Moscow, Partizanskaya st., 11-2-50 | ||
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Our ref. _______ Your ref. ______
April 18, 20__
WHOLESALE HEALTH CO. 430 N.High Street, P.O. Box 841, Columbus, Ohio 43085
Dear Ms Canningham,
We have pleasure in presenting the results of our research into the health food market. You will recall that in your terms of reference you instructed us to report on three main subjects: on the overall size of the market, on the present trends, and on the companies which are currently supplying the market and which might be your competitive rivals if you were to launch your products in Russia.
In broad outline we find that, though static for several years, the market is now expanding. There are seven major firms presently operating on the market, one of which holds 40% of the trade. However, Wholesale Health Co. sells a number of products which are not available here and which might well fill a promising gap.
Our recommendation is that you should sell directly through your existing sales force to supermarket and hypermarket chains. We consider that your products have every chance of success.
Attached you will find a detailed account of our research, including details on retail and wholesale pricing. Naturally, if you have any queries, we remain at your entire disposal.
Sincerely yours, M.Pushkina Maria Pushkina Market analyst
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FOCUS 2. Comprehension questions.
LETTER 1.1
? Which party to the contract has written the letter?
? What do the Buyers think about the new line of the goods?
? What terms of payment are offered?
? What terms of delivery are stipulated?
LETTER 1.2
? What information on the product line modification is provided by the Seller?
? What solution is offered?
? What are the arguments for the substitute?
? What publicity campaign is to back the launch?
? What concessions is the Seller willing to grant?
? What terms of delivery are guaranteed and on what condition?
LETTER 1.3
? Is the order confirmed?
? What problems have the Buyers faced?
? What market trend is outlined in the Buyers’ letter?
? What imperative condition for further business is put forward?
LETTER 2.1
? What is sales incentive?
? Which party to a potential contract has written the letter?
? What sales incentive is put forward?
? On what condition are the Sellers ready to grant discounts?
? In what way will further negotiations be held?
LETTER 2.2
? Are the terms accepted?
? What quantity of the products is ordered?
LETTER 3.1
? Where did the writer of the letter obtain the address of OAO Your Market Guide?
? What do Wholesale Health Co. require?
? What is the immediate objective?
? What shall the market research contain?
LETTER 3.2
? What are the three main subjects of the market research?
? What is the aim of the market research?
? What is the situation on the market of health food sales?
? Is there a niche to capture by Wholesale Health Co.?
? What forecast is given?
FOCUS 3. Study the writing patterns and vocabulary.
WRITING PATTERNS
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1. |
We would appreciate it if you could send us as soon as possible… |
Мы были бы признательны, если бы Вы выслали нам … как можно скорее. |
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2. |
Thank you in advance. |
Заранее благодарим. |
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3. |
On careful examination of …, we came to the conclusion that… |
После тщательного изучения … мы пришли к выводу, что… |
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4. |
We are anxious to hear what your position is on this matter. |
Нас очень интересует Ваша позиция по этому вопросу. |
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5. |
Thank you for your letter dated … and the telephone conversation of the same date… |
Благодарим Вас за Ваше письмо от … и телефонный разговор от того же числа… |
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6. |
On our part we confirm the acceptance of the terms… |
Со своей стороны мы подтверждаем акцепт условий… |
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7. |
We have been referred to you by … for information on… |
Компания … рекомендовала нам обратиться к Вам за информацией о… |
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8. |
Now we intend to enter the Russian market. |
В настоящее время мы намереваемся выйти на российский рынок. |
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9. |
Please contact us rapidly so that we could meet with you in person and discuss… |
Пожалуйста, срочно свяжитесь с нами, чтобы договориться о встрече и обсудить… |
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10. |
Naturally, if you have any queries, we remain at your entire disposal. |
Если у Вас есть какие-либо вопросы, мы в Вашем полном распоряжении. |
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11. |
…are fully in line with the market trend (demand)… |
…полностью соответствует тенденциям (спросу) на рынке… |
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12. |
We will settle at receipt of the goods against invoice. |
Мы заплатим против счета-фактуры по получению товара. |
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13. |
Please let us know your best … (prices, terms, etc.). |
Пожалуйста, сообщите нам наиболее выгодные … (низкие цены, условия и т.д.). |
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14. |
We are quite willing to… |
Мы готовы… |
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15. |
We were wondering whether you would welcome a further opportunity… |
Нас интересует, готовы ли Вы воспользоваться возможностью… |
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16. |
We are at your disposal for any further information you may require. |
Мы готовы предоставить Вам любую необходимую дополнительную информацию. |
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17. |
On our part we (confirm, suggest, etc.)… |
Со своей стороны мы (подтверждаем, предлагаем и т.д.)… |
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18. |
Our immediate objective is… |
На сегодняшний день нашей задачей является… |
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19. |
If you feel able to handle such a survey (research, etc.), please contact us rapidly (immediately). |
Если Вы можете провести такого рода исследование, пожалуйста, срочно свяжитесь с нами. |
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20. |
Attached you will find a detailed account of… |
В приложении Вы найдете подробные сведения о… |