Business English Studies Course - Marketing

Future prospects - Functions

Read this text. Tap 'Show Questions' to answer the questions.

I am addressing this to you personally, because you will remember that you worked with us on the N.E. wear promotion. At the time, Hapman was losing market share because our brand was not identified with younger consumers.

N.E. Wear was our first attempt at branding a particular clothing line, and at outsourcing the marketing. Verity worked very well for us, helping us to gain some 43% of the market of the nearest rival, Ausweiss Outdoor. However, the market for leisure clothes has now matured, and we are not looking at this as a growth sector for future profits.

Instead we are turning our attention to business wear. As you know, there are a number of firms with strong brands in men's business suits - I don't need to tell you who they are. But what about the same thing for women in business? What we are looking for is something for the woman power dresser - executive or CEO who wants something classy and expensive but designed for business.

Can Verity do a feasibility study for us - find out if there is a demand for a product like this? We would need to know what sort of price ceilings to aim at, and if the size of the market will give a big enough margin to make it all worthwhile. Give us your estimates for the initial surveys by next month, and we will arrange a meeting before then. Company policy means that we have to put this out to tender, but given your strong track record, I can confidently say that any reasonable offer will be accepted!

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1. Where does this text come from?

A press release.

A newspaper.

A letter.

A conversation.

Correct answer: 1. C The tone of the text tells us this is a letter, but we can be certain of this because it starts with the words 'I am addressing this to you ..'.

2. How would you describe the tone of the text?

Friendly and chatty.

Formal and businesslike.

Friendly and businesslike.

Impersonal.

Correct answer: 2. C The text is friendly - the writer knows the person he is writing to personally. But it is about a business matter, and nothing else.

3. What is the main purpose of the text?

To make an offer.

To discuss women's clothing.

To give congratulations.

To discuss N.E. wear.

Correct answer: 3. A The writer is offering the chance to work with his company in marketing a new line of clothing if this can be shown to be profitable..

4. What does Hapman's intend to do?

Re-brand N.E. wear.

Have a meeting.

Get 43% of the market.

Launch a new clothing brand.

Correct answer: 4. D Hapman's intend to launch a brand of clothing for women business executives.

5. Where does the person being addressed work?

Verity.

Hapman.

N.E .wear.

It does not say.

Correct answer: 5. A The writer uses 'you' and 'Verity' almost as if they are the same thing. He is writing to someone at Verity whom he has worked with before.

6. What are Verity being asked to do?

A feasibility study.

To give the cost of a study.

Sell women's clothing.

Arrange a meeting.

Correct answer: 6. A Hapman wants to see if their idea will be profitable, so they want Verity to do a feasibility study.

7. How likely is it that Verity will get the job?

unlikely.

possible.

probable.

highly likely.

Correct answer: 7. D 'Given your track record' shows that the writer has worked with Verity and is happy with them. Provided that Verity do not ask for too much money he will use them again..

8. When was the N.E. wear marketing campaign?

It doesn't say.

Very recently.

A year or two ago.

At least five years ago.

Correct answer: 8. C The writer reminds the reader who he is, and then goes on to say that the market has since matured. He also talks of things then as 'at that time'.