PART THREE
Questions 13-20.
. Read this letter alert explanation ofbusiness problems , and answer the questions that follow.
Williams andCo.
54 Jermyn Street
London SW 1Y 6LX
July, 1993
Manager ofExport Sales
Hilton Motorcycles Ltd.
Fenley Works
Dear Sir orMadam :
We received your letter dated 2nd July, expressing yourdissatisfaction with the present level of your sales in Nigeria. We shall try toexplain as briefly as possible how it is that your competitors are doing so wellso that you may see why it is that we are not. We shall also suggest ways ofimproving the present situation. Our difficulties may be summarized as follows:
1. Your competitors pay for extensive advertising in newspapers andmagazines that reach every corner of Nigeria. We receive no financial help foradvertising and do not receive sufficient commission to pay for itourselves.
2. The company referred to in your letter sent a two-man team ona tour of six provinces in a specially equipped lorry containing the models theywished to publicize. Their agent had arranged displays in the towns they weredue to visit and had announced them in the local press. With such backing fromthe manufacturer ,high sales are inevitable !
3. What sells well in Europedoes not necessarily sell well elsewhere. Your competitors know this and planaccordingly. They give maximum publicity to three or four models that are sureto sell well here. We would suggest that you do the same and concentrate on the98cc Speedy, the 250cc Hunter and the 350cc Hawk.
4. In spite of theexcellent containership service between England and West Africa we are stillhaving to wait for too long for orders to be shipped. Once they have placed anorder, customers are impatient to receive it. Our present commission of 10/00does not allow us to undertake sales tours in other regions. Nigeria covers anarea of over 350 , 000 square miles and our present commission will not standthe expense of such trips.
If you are prepared to increase our commissions,contribute to our travel expenses on the longer journeys and back us withadvertising. We are convinced that we can do as well as your competitors. Welook forward to your comments.
Yours faithfully ,
Williams andCo.
Questions 13-16
. For questions 13 -16 ,choose the correcttitle for each paragraph from the box below.
. For each paragraph (1-4)mark one letter (AG) on your Answer Sheet.
. Do not mark any lettertwice.
13. Paragraph 1..........
14. Paragraph 2..........
15.Paragraph 3..........
16. Paragraph 4..........
A Deliveries andcommission
B A two-man team
C Proper models.
D Moreadvertisements
E Your competitors' successful methods
F Expenses fortrips
G Sales promotions
Questions 17-20
17. We are going to givea brief explanation. . . . . . . . . . . . . . . . . .
18. Yourcompetitors' advertisements often appear in popular publications
19. Hearis our suggestion that you follow their example and. . . . . . . . .
20. Ifyou give us more financial assistance ,we believe., - . . . . . . . . -
A.Why your competitors are doing better than us.
B. that they wished topublicize.
C. that we can catch up with your competitors.
D. that youconcentrate on three models.
E. that are sure to sell well.
F. whichthey would certainly visit.
G. that reach every corner of Nigeria. |
