Download Channels of Distribution

3.07 – 3.08 – 3.09
CHANNEL BASICS
 Have you ever had to travel a considerable distance
to purchase a product you wanted? Perhaps you
found the perfect used car—it was the make and
model you wanted, had low mileage, and was listed
at an affordable price.
 The only trouble was that you had to drive 200
miles to pick it up.
CHANNEL BASICS
 In this case, your time and effort was probably
worth it since you only needed to deal with the
hassle one time. But what if this circumstance
applied to all your needs?
 You would soon find that the goods and services
you consume would be limited to those produced
in your own area.
CHANNELS OF DISTRIBUTION
 Fortunately, there are channels of distribution.
Because of these channels and their participants,
products from many different locations are available
right where you live.
GETTING THE GOODS
 Channels of distribution are the paths/routes
goods/services take from the producer to the
ultimate consumer or industrial user. These
paths aren’t physical, however. Although goods
do travel to their destinations along
highways/railroads, the term “channels of
distribution” doesn’t refer to those types of
routes.
GETTING THE GOODS
 Instead, it refers to businesses or people who perform a
variety of functions to enable products to be in
the right places at the right times
 A channel of distribution begins with a producer
and ends with an ultimate consumer or industrial
user.
Channels of Distribution
Channel
of Distribution
 Think of an apple you recently
ate. What route did it take to get
to you?
 It started out in an orchard
owned by an apple farmer. The
farmer sold the apples to an
apple buyer. Apple buyer buys
apples from all the farmers in
the area.
Apple Farmer
Apple Buyer
 Apple buyer then sells apples to
your local grocery store. You
then go to the grocery store and
buy the apple.
Buyer
Grocery Store
You could have bought the apple
directly from the farmer but you
live far away from any apple farms.
Producer = farmer
Wholesaler = Apple Buyer
Retailer = Grocery Store
Consumer = You = person who eats apple
Channels of Distribution
 How do channel
members add value
to the product?
 By being experts at
what they do. The
apple farmer is
expert at producing
bushels of apples.
The grocery store is
expert at selling
produce.
Channels of Distribution
 Moving the product
smoothly through the
channel benefits all
members. Channels
are not meant to
make products more
costly or more
difficult for
consumers to find.
 Channels work best
and deliver valueadded products when
members work
together toward
common goals.
PRODUCERS
 A producer makes/provides goods and services.
Examples of producers include Whirlpool, a
manufacturer of household appliances, and Pfizer, a
company that makes pharmaceuticals.
 Farmers are producers as well—they grow a variety of
crops such as apples, wheat, and rice.
 Producers of services include: actors
and entertainers, teachers, and health-care
professionals
ULTIMATE CONSUMER
 An ultimate consumer is anyone who personally
uses a good/service to satisfy her/his own wants.
We are all ultimate consumers of many different
goods and services.
 If you’ve used one of its dishwashers, you are one of
Whirlpool’s ultimate consumers. If you’ve eaten corn
on the cob, you are one of a farmer’s ultimate
consumers.
INDUSTRIAL CONSUMER
 If you’ve gotten your teeth cleaned, you are one of a
dentist’s ultimate consumers. Think of three goods or
services that you’ve consumed already today?
 An industrial user is a business that buys
materials, services, or goods that will be used to
make other goods or used in the operation of the
company.
INDUSTRIAL CONSUMER
 A construction company, for instance, must buy
lumber, steel, and other materials needed to build
homes and offices.
 An accounting firm will purchase computers,
printers, and other office equipment necessary for its
employees to perform their jobs.
INTERMEDIARIES
 Many products take paths that include channel
members in addition to the producer and the ultimate
consumer or industrial user.
 These channel members are known as intermediaries
or middlemen. They operate between the producer
and the consumer/user to help in the movement of
goods and services.
RETAILERS
 Let’s take a look at the different types of
intermediaries: Businesses that buy consumer
goods and sell them to ultimate consumers are
retailers. Retailers perform functions such as buying,
selling, promoting, storing, and pricing goods. They
may also provide customer services such as credit,
installation, and repair.
 McDonald’s, Macy’s, and your neighborhood gas
station are all examples of retailers.
WHOLESALERS
 Businesses that buy goods from producers/
agents and sell them to retailers are called
wholesalers. Wholesalers buy a variety of goods
from many producers and sell groups of related
products to retailers.
 For instance, a wholesaler might purchase baseball
bats from one producer, mitts from another, and
baseballs from still another. A retailer would then
be able to purchase all the baseball equipment
from one source, rather than having to contact
each producer.
AGENTS
 Important functions of wholesalers include
packaging, transporting and storing, extending credit
to retailers, and providing promotional and consulting
services.
 Businesses/individuals who assist in the sale and/or
promotion of goods/services but do not buy them
from the producer are known as agents.
AGENTS
 They do not take title to the products; in other
words, they never actually own them.
 Instead, their job is to sell and promote a producer’s
goods/services. Agents usually handle a limited # of
noncompeting products.
CHANNEL MEMBERS
 Middlemen are classified on the basis of whether
or not they take ownership of goods.
 Merchant middlemen take title. Ex. CompUSA is
middleman for Nikon Cameras. Consumers buy
from CompUSA
 Agent middlemen (agents) do not take title but
work on commission. Agents get buyers and sellers
together.
The Gray Zone
 Although channels allow consumers and industrial
users access to products from all over the world, they
do not guarantee consumers will be able to purchase
anything they want, any time they want. Certain
products may only be available in limited supplies.
Because of supply & demand, channel members may
be able to charge higher prices for coveted products.
This may be fine for a designer handbag, but what if
the product is more basic, like fresh water or medical
supplies?
The Gray Zone
 Or, let’s say there is a hurricane or tornado in a
certain part of the country, and many people need
to repair their homes and roofs. Is it OK for
channel members to mark up hardware products
during this time to make a bigger profit?
IMPORTANCE OF INTERMEDIARIES
 The primary objective of producers in
distributing goods and services is to get them to
consumers in the most effective and efficient
manner possible. To do that, they must have
products in the right places, at the right times,
and at the least cost. It is important for the
business to monitor channel activities to ensure
the products are moving in a timely manner.
 In some cases, the most effective, efficient
manner of distribution will be to sell directly to
ultimate consumers or industrial users.
IMPORTANCE OF INTERMEDIARIES
 In other cases, producers will use intermediaries to
assist in getting products to consumers. Regardless
of the methods used, the functions involved will
remain the same. These include buying, selling,
pricing, financing, etc..
 When a producer chooses to sell goods/services
directly to consumers, the producer must
perform all the necessary functions and will
incur all the costs of distribution. At the same
time, however, the producer earns any and all
income the products bring in.
IMPORTANCE OF INTERMEDIARIES
 When producers use intermediaries to assist in
distributing goods/services, costs can be passed on
to other channel members. Producers’ profits
could decrease since income also has to be
shared with intermediaries; however, producers’
income might be higher if the intermediaries are
able to sell more than the producers can sell on
their own.
IMPORTANCE OF INTERMEDIARIES
 It is frequently not realistic for producers and
consumers /industrial users to deal with each
other directly. Likewise, it would not be practical
for retailers to deal directly with producers all the
time. Through the use of agents and
wholesalers, retailers are able to reduce the
number of contacts that they must make with
producers.
 Through the use of intermediaries, producers are
able to match their production to the wants of
consumers or industrial users.
BUY BIG AND SELL SMALL
 Intermediaries buy large quantities of goods
from producers and sell smaller quantities to other
intermediaries or consumers. For example, an
intermediary might purchase 10,000 two-liter
bottles of soda from a producer and sell 100–200 at
a time to a small retailer. By placing large orders
with producers, intermediaries are able to reduce
their per-unit cost for goods, allowing them to
make a profit and/or pass some of the savings
along to consumers.
DEVELOP AN ASSORTMENT OF GOODS
 Since most producers are able to produce more
than any consumer will purchase at one time,
intermediaries collect goods from a variety of
producers and divide them into quantities/
assortments consumers will want.
 Consumers are then able to obtain the desired
amounts/types of goods/services. A makeup
boutique will develop an assortment of
products for its customers—lipsticks, blush,
mascaras, eye shadow, etc.— in many different
sizes and colors from several different
producers.
COMMUNICATION
 Effective communication is extremely
important to make sure that a customer's
order is processed correctly and on time.
 However, communication is a two-way street.
Customer service needs to communicate with
customers, and customers need to
communicate their needs to customer service.
By maintaining an open line of
communication, customer service will be able
to facilitate order processing.
COMMUNICATION
 Customer service IS NOT RESPONSIBLE for
overseeing assembly or monitoring inventory.
 It is NOT APPROPRIATE to negotiate
aggressively because this might have a
negative impact on relationships with
customers.
COMMUNICATION
 Back orders are requests (orders) for goods
that are out of stock and will be shipped when
the items are available. A business that runs
out of stock on a regular basis is not providing
adequate customer service.
 When customers cannot get the products they
want, when they want them, they often go to
other businesses to obtain the items.
COMMUNICATION
 Therefore, it is important for a business to
evaluate its distribution patterns and monitor
its channel members to make sure that
everything is operating efficiently.
 Being flexible and responsive are ways in
which a business can provide good customer
service.
DISTRIBUTION INTENSITY
 Marketers determine distribution intensity so
they can achieve ideal market exposure—they
want to make their product available to each
and every customer who might buy it, but
they don't want to over-distribute the
product and waste money.
 Ideal market exposure often does NOT cover
an entire market.
INTENSIVE DISTRIBUTION
Intensive distribution aims to provide saturation
coverage of the market by using all available outlets. For
example, it involves selling a product (e.g., candy bars) through
every available wholesaler and retailer in a geographic area where
consumers might look for the product.
Examples: Wal-Mart, Convenience Store, Sam’s
Club, Kohl’s, Walgreens, etc.
SELECTIVE DISTRIBUTION
 When a business wants to deal with intermediaries who will do the best
job to promote and sell their products, it would use selective
distribution. - - involves a producer using a limited number of outlets
in a geographical area to sell products.
Advantage of this approach is the producer can choose the most
appropriate or best-performing outlets and focus effort (e.g. training) on
them. Selective distribution works best when consumers are prepared to
"shop around" - they have a preference for a particular brand or price and
will search out the stores/outlets that supply.
High end perfume will probably not be sold at Wal-Mart, but at Belk, Macy’s,
etc.
EXCLUSIVE DISTRIBUTION
 Best to use exclusive pattern of distribution when
you need to maintain tight control over a
product. Exclusive distribution is often preferred
for specialty, highly complex, and technical
products, or products that require special handling
or training, such as airplanes or large machinery.
EXCLUSIVE DISTRIBUTION
 Exclusive distribution is a strategy that forbids
dealers from carrying the competitors' products.
This strategy is usually considered illegal because
it restricts competition.
 However, it is legal in certain situations, such as a
franchisor requiring a franchisee to sell only the
franchisor's products. One of the characteristics of
a franchise agreement is the franchisee buys the
right to sell the products of the franchisor.
EXCLUSIVE DISTRIBUTION
 The franchisor is protecting the image of its
product by preventing the franchisee from
carrying competing brands.
 A manufacturer assigning an exclusive territory to
restrict competition is usually considered illegal.
GRAY MARKETS
 Gray markets occur when imported goods are sold by
businesses other than authorized intermediaries. In most
cases, the goods are sold to customers for a great deal less
than if purchased through authorized distribution channels.
 Products from electronics to clothing are sold through gray
markets. A pharmacy might sell brand medications to
customers in foreign countries for a lower price than
domestic prices. In some cases, the authorized dealers
choose to abandon a brand because they cannot compete
with the gray market.
GRAY MARKETS
 A franchisee who obtains a license from the
franchisor is conducting a legal means to
distribute through a product trade-name franchise
agreement.
 A company that sells its own products on an
Internet web site to foreign customers is NOT
conducting activities through a gray market.
 A business that has obtained exclusive
distribution rights from a manufacturer is NOT
participating in gray-market activities.
Channels of Distribution
 Why pick one type of distribution over another?
Marketer needs to choose distribution that “fits”
his product – result – you will get ideal market
exposure.
 A business that wants to bypass middlemen
(intermediaries) would choose a directdistribution strategy.
Technology in Distribution Channels
o Technology (Software) aims to integrate all departments
and functions across channels Each channel typically has
its own software/computer system
o Channel member employees have to enter info. into the
system in a TIMELY manner.
o Processes must be integrated end-to-end and demand the
right mix of technology, infrastructure and labor to make
them work to provide CUSTOMER SATISFACTION.
Technology in Distribution Channels
 Satellite tracking is the use of satellites and technological
systems that allow for the transmission of information between
two parties. Satellite tracking would help a business locate a
package while it is en route in order to provide an
estimated arrival time to the package recipient.
 Computer systems that perform warehouse functions that are
usually executed by humans are called artificial intelligence
systems. A computer software program would be used to create
routing plans for transportation companies, not a satellite
tracking system.
Technology in Distribution Channels
 Some businesses have the capacity to distribute
most or all of their products through the Internet.
Some businesses provide pure services that do not
require the use of intermediaries.
 For example, it is possible for business consultants or
freelance copyrighters to deliver their services directly
to the end users through their web sites. Many
financial-services, such as bank loans and stock trades,
can be completed online without the use of
intermediaries.
Technology in Distribution Channels
 Because some businesses are bypassing intermediaries
and selling products directly to the end users through
their web sites, vertical conflict among channel
members continues to be a problem.
 When businesses decide to sell directly to consumers,
the #of intermediaries is reduced. In many ways,
technological advancements make the distribution
process more efficient.
 For example, Extranets make it easier for channel
leaders to monitor channel activities and for channel
members to communicate with one another.
DISTRIBUTION CHANNELS FOR
CONSUMER PRODUCTS
 Most common is Producer to Retailer to Consumer
 Used most often for products that become out-of-date
quickly such as clothing and automobiles.
 When producer does not want responsibility for selling,
the channel is Producer to AGENT to Retailer to
Consumer.
DUAL DISTRIBUTION
 When a manufacturer uses more than one channel to
reach consumers, it is known as dual distribution.
Dual distribution is legal as long as it promotes
competition.
 NOT DUAL DISTRIBUTION: When a supplier
requires an intermediary to purchase other
products in its line, as well as the initial purchase,
it is known as a tying agreement.
DUAL DISTRIBUTION
NOT DUAL DISTRIBUTION
 Exclusive dealing occurs when a manufacturer forbids
an intermediary from carrying a competitor's product.
 Restricted sales territories prohibit intermediaries
from selling products outside a designated area.
UNETHICAL BEHAVIOR
 Coercion usually involves the use of force and is
generally considered to be unethical. If a large
business threatens a supplier, that is an example of
coercion. The business may demand the supplier sell
at extremely low prices or pick up other types of
expenses in order to be a supplier. The message is the
supplier will no longer be used if the business does
not receive the requested concessions.
INFORMATIONAL MESSAGES
 Informational messages are written every day in
business in order to send routine information to others.
Sending a customer a message confirming the date
and time of the next appointment is an example of
a topic that would be addressed in an
informational message. The topic concerns routine
information and deals with common business
situations.
 Requesting payment on a past-due account, a charity
appealing for a donation, or inviting someone to speak
at a conference are examples of topics that would be
addressed in persuasive messages, not informational.
INFORMATIONAL MESSAGES
 Informational messages often contain a variety of
information that has different levels of importance.
When writing the message, it is important to present
the information in the order of importance. Depending
on the message, the information might be arranged in
order of its importance to the reader.
 For example, it is more important to readers to learn
they will receive discounts on certain purchases than to
learn the bill will be mailed on a different date.
INFORMATIONAL MESSAGES
Information should be presented so readers will clearly
understand. It should be explained thoroughly, which
may not be the shortest way possible.
Presenting information in a conversational way is NOT
always the most effective because a conversational tone
is casual and may not present all the important
information.
INFORMATIONAL MESSAGES
 The function of a letter of inquiry usually is to make a
request. Businesspeople often write letters of inquiry to
request an appointment with a current customer
or a potential customer, particularly if that customer
is located out of town. For example, a businessperson
might write several letters requesting appointments
with various customers before arranging a sales trip.
 An acknowledgement letter would be written to
acknowledge the receipt of an order. A claim letter
would be written to complain about a problem with a
product. A transmittal letter would be written to
accompany a document being sent by mail.
REVIEW
 17.(2) How do channel members add value
to a product?
 A.
By performing certain channel activities expertly
B.
 C.
 D.
By making the product more costly
By making the product available in all locations
By pursuing individual goals
 17.(2) How do channel members add value
to a product?
 A.
By performing certain channel activities expertly
B.
 C.
 D.
By making the product more costly
By making the product available in all locations
By pursuing individual goals
 18.(2) What do marketers want to achieve by
determining distribution intensity?
 A. Ideal market exposure
 B.
Perfect market balance
 C. Complete market coverage
 D. Total market saturation
 18. (2) What do marketers want to achieve
by determining distribution intensity?
 A. Ideal market exposure
 B.
Perfect market balance
 C. Complete market coverage
 D. Total market saturation
 19. (2) When is it best for a business to use
an exclusive distribution pattern?
 A. It prefers to have its intermediaries promote
the product.
 B. It needs to maintain tight control over a
product.
 C. It chooses to eliminate intermediaries.
 D. It wants the product to be available in all
possible locations.
 19. (2) When is it best for a business to use
an exclusive distribution pattern?
 A. It prefers to have its intermediaries promote
the product.
 B. It needs to maintain tight control over a
product.
 C. It chooses to eliminate intermediaries.
 D. It wants the product to be available in all
possible locations.
 20. (2) Which of the following is an aspect
of channel management that impacts
customer service?
 A. Advertising
 B.
Protectionism
 C. Taxes
 D. Timeliness
 20.Which of the following is an aspect of
channel management that impacts
customer service?
 A. Advertising
 B.
Protectionism
 C. Taxes
 D. Timeliness
 21. (2) What is one action that customer
service can take to facilitate order
processing?
 A. Negotiate aggressively
 B. Communicate effectively
 C. Oversee assembly
 D. Monitor inventory
 21.What is one action that customer service
can take to facilitate order processing?
 A. Negotiate aggressively
 B. Communicate effectively
 C. Oversee assembly
 D. Monitor inventory
 22. (2) Which situation hinders a
business's ability to provide quality
customer service?
 A. Supply channel has high flexibility
levels.
 B. Post-sale support is responsive.
 C. Vendor consistently has back orders.
 D. Distribution patterns are operational.
 22. (2) Which situation hinders a
business's ability to provide quality
customer service?
 A. Supply channel has high flexibility
levels.
 B. Post-sale support is responsive.
 C. Vendor consistently has back orders.
 D. Distribution patterns are operational.
 23. ( 2) What is an advantage for producers
in using the producer to wholesaler to
retailer to consumer distribution channel?
 A. It enables them to control channel activities.
 B.
Wholesalers do not take title to the goods.
 C. Wholesalers usually buy in large quantities.
 D. It enables them to reach large retailers directly.
 23. ( 2) What is an advantage for producers in
using the producer to wholesaler to retailer to
consumer distribution channel?
 A. It enables them to control channel activities.
 B.
Wholesalers do not take title to the goods.
 C. Wholesalers usually buy in large quantities.
 D. It enables them to reach large retailers directly.
 24. (2) What indirect channel of
distribution is used to reach large retailers
when the producer does not want
responsibility for the selling activities?
 A. Producer to wholesaler to retailer to consumer
 B.
Producer to agent to retailer to consumer
 C. Producer to consumer
 D. Producer to retailer to consumer
 24. (2) What indirect channel of
distribution is used to reach large retailers
when the producer does not want
responsibility for the selling activities?
 A. Producer to wholesaler to retailer to consumer
 B. Producer to agent to retailer to consumer
 C. Producer to consumer
 D. Producer to retailer to consumer
 25. (2) What example demonstrates the use
of satellite tracking within a distribution
channel?
 A. An inventory specialist enters product status
information into a handheld electronic device.
 B. A computer system performs warehouse
functions that are usually executed by humans.
 C. A technological system creates an efficient
routing plan for transportation companies.
 D. A dispatcher has current knowledge of a
delivery truck's location and destination.
 25. (2) What example demonstrates the use
of satellite tracking within a distribution
channel?
 A. An inventory specialist enters product status
information into a handheld electronic device.
 B. A computer system performs warehouse
functions that are usually executed by humans.
 C. A technological system creates an efficient
routing plan for transportation companies.
 D. A dispatcher has current knowledge of a
delivery truck's location and destination.
 26. (2) What statement is true about
technology in relation to channel
management?
 A.
Some businesses have the capacity to distribute most
or all of their products through the Internet.
 B. Because technology continues to evolve, vertical
conflict among channel members is occurring less often.
 C. Technological advancements generally require
businesses to increase the number of intermediaries they
use.
 D. For most businesses, technology makes it more
difficult to monitor the channel members' activities.
 26. (2) What statement is true about
technology in relation to channel
management?
 A.
Some businesses have the capacity to distribute
most or all of their products through the Internet.
 B. Because technology continues to evolve, vertical
conflict among channel members is occurring less often.
 C. Technological advancements generally require
businesses to increase the number of intermediaries they
use.
 D. For most businesses, technology makes it more
difficult to monitor the channel members' activities.
 27. (2) What factor could determine legal
ownership of goods in the distribution
process?
 A. Country in which the product is produced
 B. Availability of the product
 C. Involvement of agents
 D.
Physical characteristics of the product
 27. (2) What factor could determine legal
ownership of goods in the distribution
process?
 A. Country in which the product is produced
 B. Availability of the product
 C. Involvement of agents
 D.
Physical characteristics of the product
 28. (2) What legal example is represented
by a manufacturer selling its products
through a toll-free phone system, a company
web site, and several retailers?
 A. Restricted sales territories
 B. Exclusive dealing
 C. Tying agreements
 D.
Dual distribution.
 28. (2) What legal example is represented
by a manufacturer selling its products
through a toll-free phone system, a company
web site, and several retailers?
 A. Restricted sales territories
 B. Exclusive dealing
 C. Tying agreements
 D.
Dual distribution.
 29. (2) In which situation might exclusive
distribution be considered a legal
arrangement?
 A. A business prevents a competitor's product
from entering the market.
 B. A franchisor requires a franchisee to sell only
the franchisor's products.
 C. A distributor requires a customer to buy all of
its products to obtain one product.
 D. A manufacturer assigns an exclusive territory
to restrict competition.
 29. (2) In which situation might exclusive
distribution be considered a legal
arrangement?
 A. A business prevents a competitor's product
from entering the market.
 B. A franchisor requires a franchisee to sell
only the franchisor's products.
 C. A distributor requires a customer to buy all of
its products to obtain one product.
 D. A manufacturer assigns an exclusive territory
to restrict competition.
 30.(2) Which of the following is an example
of distributing goods through a gray-market
strategy?
 A.
An Asian-based company establishes an Internet web
site to sell its cleaning products directly to European
consumers.
 B. A franchisee obtains a license to sell a well-recognized
brand of tires through her/his dealership.
 C. A pharmacy sells brand medications to customers in
foreign countries for a lower price than they can get
domestically.
 D. A local jewelry store has exclusive distribution rights
to sell expensive wristwatches for a Swiss manufacturer.
 30.(2) Which of the following is an example
of distributing goods through a gray-market
strategy?
 A.
An Asian-based company establishes an Internet web
site to sell its cleaning products directly to European
consumers.
 B. A franchisee obtains a license to sell a well-recognized
brand of tires through her/his dealership.
 C. A pharmacy sells brand medications to customers
in foreign countries for a lower price than they can get
domestically.
 D. A local jewelry store has exclusive distribution rights
to sell expensive wristwatches for a Swiss manufacturer.
31 (2). What is an example of a large business
using coercion in the distribution channel?
 A. Buying products from unauthorized
intermediaries
 B. Requiring a specific type of packaging
material
 C. Threatening to stop using a supplier unless
given major concessions
 D. Returning shipments without proper
authorization
31 (2). What is an example of a large business
using coercion in the distribution channel?
 A. Buying products from unauthorized
intermediaries
 B. Requiring a specific type of packaging
material
 C. Threatening to stop using a supplier
unless given major concessions
 D. Returning shipments without proper
authorization
32 (2). What is an example of a topic that
would be addressed in an informational
message?
 A. Request for payment on a past-due account
 B.
Date and time of appointment with customer
 C. Charitable appeal for a corporate donation
 D. Invitation to speak at a national conference
32 (2). What is an example of a topic that would be
addressed in an informational message?
 A. Request for payment on a past-due account
 B. Date and time of appointment with customer
 C. Charitable appeal for a corporate donation
 D. Invitation to speak at a national conference
33 (2). How should the information be presented
when writing informational messages?
 A. In the order of importance
 B.
In the shortest way possible
 C. In a conversational way
 D. In a nonspecific manner
33 (2). How should the information be presented
when writing informational messages?
 A. In the order of importance
 B.
In the shortest way possible
 C. In a conversational way
 D. In a nonspecific manner
34 (2). What is a reason why a businessperson
might write a letter of inquiry?
 A. To forward a document
 B.
To acknowledge an order
 C. To request an appointment
 D. To complain about a product
34 (2). What is a reason why a businessperson
might write a letter of inquiry?
 A. To forward a document
 B.
To acknowledge an order
 C. To request an appointment
 D. To complain about a product