Riba GmbH Kirchstrasse 176,7597 Blumenfeld, Deutschland Telephone: 04.03.21.58 Fax: 04.30.22.67

Date:

Ref: AG/PT/345

Mr John Whitbread

Chief Buyer

Henway Furniture Co Ltd

17/27 Stoke Road, Leek

Staffordshire ST23 AG9

Dear Mr Whitbread,

Thank you for your recent telephone call. I understand you are interested in our Schwarzwald range of kitchen furniture and I am asking our Midlands agent, Mr Philip Truelove, to call on you during the coming week. I am sure he will be able to show you some samples of the high quality work we produce in our new factory.

Our Schwarzwald kitchen furniture is now selling in sixteen different countries and we have an international reputation for our craftsmanship which we boast is second to none. The furniture has been skilfully designed to combine ergonomic perfection with aesthetic excellence. While the price of the units necessarily reflect the quality of the product I am sure you will find a ready market for the furniture among your more discerning customers.

I am sure Mr Truelove will be able to give you all the information and help you require in displaying units in your store, but please do not hesitate to let me know if you encounter any difficulties. We do employ a team of expert fitters who are available to deal with the more tricky problems.

Yours sincerely

Ursula Schneider

Marketing Director

Riba GmbH Kirchstrasse 176, 7597 Blumenfeld, Deutschland Telephone: 04.03.21.58 Fax: 04.30.22.67

Date: Ref: AG/PT/345 Mr Philip Truelove Woburn House Upper Road Beaverstock Staffordshire ST3 TR3 England Dear Philip, We have received an enquiry from John Whitbread, Chief Buyer at Henway's Furniture Co. Ltd, 17/20 Stoke Road, Leek. He is particularly interested in the Scharzwald range. I have written to him today indicating you will be calling on him during the coming week. I hope this is possible. I have not specified any particularly day or time. His telephone number is (0358) 613. We have had no previous contact with this company but it sounds promising. According to our telephone conversation they are one of the biggest suppliers of kitchen furniture in the West Midlands. Let us know if you require any backup and please let us know how you get on with Mr Whitbread. Mr Whitbread apparently saw our displays at the recent Furniture Exhibition in Zurich. Perhaps we should exhibit in England? I understand there is an annual Ideal Home Exhibition in London. Would it be possible to book a stand there? We were sorry to learn that the business with Stafford Enterprises did not materialise. The excuse that our prices were uncompetitive seems feeble bearing in mind the high quality of our product, but I am sure you emphasised the quality aspect in your negotiations. It would be interesting to know who they have decided to buy from and in what way, if any, we are "falling short' of our competitors in anything other than price. Do you have any information on this? Best regards, Ursula Schneider PS I hope the package of catalogues arrived safely. They cost 1600DM per thousand to produce but we hope they will help you to boost your sales. We would very much like to know what you think of them.

Questions

1. Explain in your own words the story conveyed by these two letters.

2. How does the tone of the two letters differ? Why the difference?

3. What are the advantages and dangers in using an agent like Truelove?

4. How would it be possible for Riba to check on the effectiveness of their agents?

5. What are the merits and demerits of displaying products such as these at for example the Ideal Home Exhibition?

6. How would Riba be able to get a meaningful feedback from the consumers who actually use their product, bearing in mind that agents like Truelove sell the kitchen furniture to retailers like Henways who sell it to the public (the consumers). How would you suggest dealing with this problem?

7. Do you have any criticisms of either of these letters? Try rewriting the letters in your own words.

Section M. Telephone conversation

Antonio Carlos Gomez is a director of a company in Malaga which exports Spanish and Moroccan wines. He is telephoning one of his clients in London, Barton and Read, who blend and bottle wines from all over Europe and sell them mainly to hotels and restaurants in the capital.

RECEPTIONIST:	Barton and Read.
ANTONIO:	This is Antonio Carlos Gomez, I'm 'phoning from Malaga. I'd like to speak to Paul Read please.
RECEPTIONIST:	One moment Senor Gomez... You're through...
PAUL:	Good morning, Antonio. What can I do for you?
ANTONIO:	Good morning, Paul. I'm wondering whether you received the samples I sent a couple of weeks ago.
PAUL:	They arrived safely, thank you Antonio.
ANTONIO:	Have you had a chance to taste the new sherry?
PAUL:	It was superb!
ANTONIO:	I thought you'd like it.
PAUL:	But I did notice there'd been a big increase in the price.
ANTONIO:	I'm afraid that's inevitable. It was a poor harvest so the supply's very limited. Let's hope it's a different story this year.
PAUL:	I'll drink to that! Oh, by the way I also tried some of your new light table wines. I've got a feeling they'll go down well with our more discriminating restaurateurs.
ANTONIO:	That's good news, Paul. I certainly hope so. I'm getting a bit worried though because the stocks are getting low on some of the better wines. I'd hate to let you down.
PAUL:	OK Antonio. I do understand. I'm making out the order for you now. I promise I'll fax it within the next few days.
ANTONIO:	That's fine. I look forward to hearing from you.
PAUL:	Thanks for calling, Antonio.
ANTONIO:	It's nice to have a few words with you. I hope you come to the Costa del Sol again before too long.
PAUL:	I'll probably be coming over some time next month.
ANTONIO:	I look forward to that. Goodbye for now, Paul.
PAUL:	Goodbye, Antonio.

Questions

1. Why did Antonio telephone Paul?

2. Was the outcome satisfactory from Antonio's point of view?

3. Why do you think Antonio told the receptionist he was 'phoning from Spain?

4. Why did Antonio send Paul samples of the new wines? How could it be seen as a form of market research?

5. What was the explanation for the increase in the price of the sherry?

6. What might happen if Paul delays sending his order?

Section N. Useful phrases

Get prepared to back translating the phrases from the list below.