5 P C O

2014

PORTFOLIO Commercial and Marketing

Ingrid Soto

2

Commercial 3

Pictionary 4

Letters 9

Request Letters 10

Inquiries 10

Orders 16

Replies 20

Order Acknowledgments 21

Delay Delivery 24

Partial Delivery 26

Marketing 29

Pictionary 30

Quality 38

Companies’ Low Qualities 40

A Hotel Chain in Trouble Mail 41

Products 42

Marketing 43

INDEX

3

COMMERCIAL

4

Pic

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PICTIONARY # 1

WORD DEFINITION EXAMPLE PICTURE

Applicable

Being appropriate or relevant; able to be

applied.

Even the Guatemalan

Constitution was written 150 years ago, most of the articles are still

applicable in this year.

Closure The state of being

closed.

As closure of our German classes of

2 years, my friends and I

decided going to celebrate it to

Fiesta Mexicana.

Discount

To reduce the regular price or cost by a

stated percentage or amount.

My parents negotiated a

discount for my school new

supplies with the library which works for my

dad´s company.

Fiscal Financial

Guatemala is a poor country no because the lack of fiscal policy, it

is because the governors´ corruption.

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Motivate To give incentive

to.

What motivates me to get good grades, is all the effort my mom

does for taking me ahead.

Potential Possible but not yet

actual.

Actual potential buyers are looking for products with excellent quality,

no matter its price.

Recipient The one who

receives.

The recipient of the Nobel Prize of

1971 was Pablo Neruda.

Weather Vane

A device for showing wind

direction.

The INSIVUMEH has a lot of

weather vanes so they could be sure

where the wind direction is during days, months and

years.

7

PICTIONARY # 2

WORD DEFINITION EXAMPLE PICTURE

Dispatch A message.

An employee always has to be in

constant communication with the boss by

sending him dispatches every

day.

Divulge To reveal or disclose.

In an office it is essential to divulge to your immediate boss any damage

you see in the furniture and equipment.

Salvage To save from destruction.

A company’s sales manager is

responsible to try to salvage the

relationship with unhappy

customers.

Savvy Insight,

understanding

In a company bosses must have savvy with their subordinates to maintain a good

internal environment.

8

Superfluous Extra, more than

necessary.

In a company after some years, it

should eliminate information from the internal file

that deems superfluous to be

updated.

Unsolicited Unrequested

The recipients of request letters

might send unsolicited help

and information to motivate future

sales.

9

Lett

ers

10

There are many reasons for writing a request letter:

To obtain information (such as prices or technical data)

To receive printed matter (such as booklets or catalogs)

To receive samples products

To order merchandise

To engage services

To make reservations

To seek special favors (such as permission, assistance or advice)

All requests should:

Be specific and brief.

Be reasonable.

Provide complete, accurate information.

Courteous

Easy to answer

They are divided into two:

Inquiries An inquiry must be easy to answer. Inquiries are important for readers because

maybe you will become a future customer and answering it could build goodwill

toward the business.

You should include the specific questions and information that you need as well as

the specific action you would like your reader to take. Also, by mentioning the

reason for your inquiry, you motivate her to respond. When a request doesn’t

involve a future sale, you should:

List the specific facts you want.

Suggest a way in which you can reciprocate.

Inquiries can be written for quotations, information or special favor.

Request Letters

11

Mahoney and Millman, Inc. 1951 Benson Street

Bronx, Ney York 10465

January 22, 2014

RMB Manufacturing Company, Inc. 402234 Ninth Avenue New York, New York 10055 Dear Sir or Madam:

I have decided to purchase three microwave ovens for our employee cafeteria. Therefore, I would appreciate it if you could send me information about two options which you consider more appropriate for our needs. Our cafeteria is visited daily from Monday to Saturday by approximately 530n employees. Ten cafeteria staff members are responsible of serving and heating three meals per day. Since they will be used often I would like to purchase an energy-saving model. Please send me the information before February 10. The suggested models must include a five-year warranty, be ready for immediate purchase and have a price range of $150-225. Please let me know if you need further information.

Sincerely yours,

Ingrid Soto Sales Manager

Santizo M.

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Am-Lux Company, Inc.

529 Eaton Avenue

Bethlehem, Pennsylvania 18115

January 29, 2014

Ms. Louisa Sanchez

High Commission

705 Tenth Avenue

New York, New York 1077

Dear Ms. Sanchez:

I recently read an article written by you entitled “From Lead to Deal: Ten Over-

Looked Steps to Closure” in High Commission magazine. I believe it would be useful for

the salespeople in my department.

I would like to request your permission to make 25 copies of your article for

circulation only within our company. I am certain that my staff will be highly motivated to

apply all your knowledge presented in the article.

I have been reading all your financial articles and we are planning to purchase your

magazine on a regular basis because we consider it very useful.

Sincerely yours,

Lucrecia Ruiz

Sales Supervisor

Soto I.

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RBM MANUFACTURING COMPANY, INC 4022 Ninth Avenue

New York, New York 10055

January 29, 2014

Ms. Wilda Stewart Stewart and Stewart CPA’S 466 Main Street Eugene, Oregon Dear Ms Stewart: I recently met you at the seminar of January 17, on the new Federal Tax Law. I was impressed on your high level of financial knowledge. It is my responsibility to write a report about the year-end-tax- saving measure that can be taken within the company. It would be useful for me to have your opinion on:

Deferring income

Accelerating Deduction

Year-end Expenditures Since I have to present my final report on February 17, I would appreciate it if you could send me the information as soon as possible. I will be sure to send you a revised copy on February 20.

Sincerely yours,

Ingrid González Assistant Finance Management Soto M.

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Harrisburg Civic Association

4022 Ninth Avenue Harrisburg, Pennsylvania 45678

February 5, 2014

Ms. Margaret Belmont Harrisburg City Hall 21 West Main Street Harrisburg, Pennsylvania 45677 Dear Ms. Belmont: As the chairperson of the Harrisburg Civic Association, it is an honor to receive you as the spoke person in our monthly meeting. I believe your knowledge would be very useful for the neighborhood development. We would appreciate it if you could address the members on a topic of general interest. Meetings are held at 7:30 P.M. in the basement meeting room of the community center, which is attended by approximately 75 community-minded people and the lecture segment usually lasts about one hour. Please let us know your decision before March 15. Feel free to come any second Wednesday of every month. I will be sure to send you a photo gallery of the pictures that would be taken that day.

Truly yours,

Ingrid Soto Program Chairperson

Santizo M.

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21 West Main Street Cachecton, New York 11223 January 24, 2014 Mr. Victor Castellanos Pets “R” Us 399 West Ninth Street Callicoon, New York 11203 Dear Mr. Castellanos: I have decided to purchase a female puppy for our little daughter. Therefore, I would appreciate it if you could send me information about three breeds of dogs which you consider more appropriate for our needs. We live in a house of 4 rooms with a big backyard; however we tend to travel often. Our daughter is a six-year-old playful girl. Since we are an energetic family, my husband and I would like an athletic and not aggressive with little kids dog, which could adapt to different climates. Please send me the information and photos before February 14. The suggested pets must include all the needed vaccines and have a price range of $400-550. Please let me know if you need further information. Sincerely yours, Ingrid Soto

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Orders

Companies use different forms for ordering merchandise or service. The may use

their own, called a purchase order, one provided by the seller, called an order form

or in a letter format. The letter must include COMPLETE, ACCURATE

INFORMATION. Every order should include:

The name of the item being ordered

The item’s number (catalog number, style number, model number, etc.)

Quantity desired

Description (size, weight, color, material, extra features)

Unit price

Applicable discounts

Applicable sales tax

Total price

Method od payment (such as charge account, including the account

number, c.o.d., check)

Desired delivery date

Method of shipment (such as parcel post or air express)

Delivery address

If your order is in response to an advertisement, you should mention its source. It

is not necessary to mention a reason for an order.

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Mahoney and Millman, Inc. 1951 Benson Street

Bronx, Ney York 10465

January 28, 2014

RMB Manufacturing Company, Inc. 402234 Ninth Avenue New York, New York 10055 Dear Sir or Madam:

I would like to order the following merchandise for our pre-Christmas selling season:

QUANTITY ITEM

DESCRIPTION UNIT PRICE

TOTAL PRICES

24 Baby Jenny Dolls $10 $240

12 Baby Jenny Layette Sets 15 180

36 18-inch Tootsie-Wootsie 7 252

T O T A L $672

I would like to purchase these products on account (No. 4321-8) and have them shipped

by air express to the above address. I would appreciate it if you could send us special

Christmas displays for this merchandise.

Truly yours,

Ingrid Soto Sales Manager

Santizo M.

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BEAUTY DEPOT, INC.

250 Commonwealth Avenue Miami, Florida 02118

February 12, 2014

Ms. Giselle Paz L’Oreal, Inc. 94 State Road Miami, Florida 02118 Dear Ms. Paz: We have seen your L´BEL catalogue C-02 for Guatemala on February 2, and we would like to order the following merchandise:

Quantity Item Code Unit Price Total Price

10 Mascara Megacils

Extend 00580 Q94 Q 940

15 Lipstick Divine Lip

Gloss 11168 Q74 Q1, 125

10 Performance Abdo

Contractesse Cream

26641 Q189 Q1, 890

20 Essencial Makeup Remover Lotion

15827 Q84

Q1, 680

We would like the products sent to the above address by “FEDEX”, before February 14, and charged to our VISA account (No. 003-0971). We would appreciate it if you could send us special Valentine’s Day displays for this merchandise.

Ingrid Soto

Purchasing Manager

Cifuentes S.

Q5, 635

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OFFICE DEPOT, INC. 1267 Hollywood Boulevard

Paramus, New Jersey 70521

February 18, 2014

Mr. Charlie Edison CKC, Inc. 2019 Logan Street Paramus, New Jersey 70622 Dear Mr. Edison: I have read your publication of February 2 in Office Workers’ Weekly, and I would like to purchase one of your save precious desk space copy stand, which comes with copy clip and magnetic line guide. We would like the products sent to the above address and charge $24 plus $2.95, of sales taxes and handling, to our VISA account (No. 4551-0023). I would appreciate it if you could send me the warranties prove.

. Sincerely yours,

Ingrid Soto Manager

Gomez M

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There are many types of replies:

1. Order Acknowledgments

a. Delayed Delivery

b. Partial Delivery

c. Substitute Delivery

2. Acknowledgments

3. Follow-ups

4. Confirmations

5. Remittances

6. Stopgap Letters

7. Inquiry Replies

8. Referrals

9. Refusals

Reply is a good sales opportunity; worded letter can lead to both profits and goodwill. A

request is similar to a reply. It should be SPECIFIC and COMPLETE. However, it is not

necessary for a reply to be brief, because it must be both helpful and sales oriented. A

reply must be PROMPT.

A response should go a little further than the original request. An extra bit of information

or unsolicited help can turn an inquirer into a steady customer.

Replies Letters

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Order Acknowledgments Some companies respond to orders by immediately sending an invoice, and some

use printed acknowledgment forms. The confirmation of an order helps to

establish goodwill by reassuring the customer that the order has being received.

The initial order from a new customer SHOULD be acknowledged. It welcomes the

new customer and encourages further business.

The order acknowledgment should:

Mentions the date of the order.

Includes the order or invoice number.

Explains the date and order method of shipment.

Acknowledges the method of payment.

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Cape Cod Ornaments, Inc.

94 State Road

West Yarmouth, Massachusetts 02757

February 15, 2014

Ms. Jessica Smith

250 Commonwealth Avenue

Boston, Massachusetts 02118

Dear Ms. Smith:

On February 14, we received your letter in which you ordered a Model EPC-18” copper, eagle

weather vane with arrow.

As requested, we will send it to your home address by parcel post and charge the $34.95 with any

applicable sales tax and handling costs to your VISA account (No. 003 00971 A109).

Enclosed you will find the invoice for the amount of $37.45 which is the total of the weather vane

including applicable sales tax and handling costs. Additionally, you will find a catalogue containing

our latest products and sales. We hope to hear from you soon.

Sincerely yours,

Ingrid Ruiz

Sales Manager

Rodríguez L.

Enc.

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Kinbote Products, Inc. 200 Southeast Fourth Street

Miami, Florida 33131

February 27, 2014

Ms. Ellen Minsky Gold’s Specialty Shops 3636 West Grace Street Tampa, Florida 33607 Dear Ms. Minsky: On February 25, we received your order letter in which you request us to send you two dozen exercise suits (Style L-29) in the following assortment of sizes and colors:

COLOR SIZE

PETITE SMALL MEDIUM LARGE

Vanilla 3 3 4 2

Chocolate 2 4 4 2

As you requested, your order (No. 6299) will be sent to the above address by air express on February 28, expected to arrive on February 29. We will charge the $35 per suit to your VISA account (No. 882GSS). Enclosed you will find the invoice for the amount of $846, which includes shipment expenses. Additionally, you will find the catalogue of our latest season products. Feel free to call me at 2345-6798 if you need further information.

Sincerely yours,

Ingrid Soto Purchasing Manager

Minera I. Enc.

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a. Delayed Delivery Sometimes a delay delivery is caused by the seller. When it occurs the

costumer deserves an explanation. It should express that you understand

the customer’s disappointment and regret the inconvenience.

It could be written following this order:

o P.1: Acknowledgment (explanation of the delay).

o P.2: Solution mentioned (assuring customers of speed delivery).

o P.3: Suggested solution, generate goodwill and mention benefits of

our products.

25

Lawson Linen Company P.O. Box 762

Bloomfield, New Jersey 349125

March 5, 2014

Mrs. Marianne Rollins

4444 Ross Avenue

Caldwell, New Jersey 07006

Dear Mrs. Rollins:

Thank you for your order (No. 483) of one set of Floral Mist queen-size and pillowcases.

Unfortunately, due to a factory strike, we will not be able to send you your merchandise

when requested.

We are trying to solve the problem. We assure you that we will send you your products as

soon as our production continues.

We would like to inform you that you can change your order to a set of 100 per cent

cotton Rainbow queen-size sheets and pillowcases. We will be sending you two extra

pillowcases due to the inconvenience.

Truly yours,

Michael DiMatteo

Sales Manager

Marelli C.

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b. Partial Delivery Here the customer must be informed that certain items have been back ordered.

It should also make an attempt to “resell” the merchandise by stressing its finer

features without emphasizing the delayed items.

It could be written following this order:

o P.1: Appreciation and acknowledgment of the order.

o P.2: Mention shipmen, delivery of available items and back ordered

products.

o P.3: Explain delayed products’ reason, “resell” the product

approximately delivery.

27

Laico Products, Inc.

43 Green Street Miami, Florida 45382

March 6, 2014 Mr. John Smith Beauty Depot, Inc. 444 Ross Avenue Miami, Florida 63782 Dear Mr. Smith: We appreciate your interest in our products. Your order no. 437 consisting of 37 Revlon Lipsticks (code 43-7) and 12 Loreal beauty sets (code 332-1) has been registered. As requested, we will be sending the 37 Revlon lipsticks immediately to the address above. However, due to a transportation problem with our supplier the 12 Loreal beauty sets will be sent within the week. You may expect delivery on Wednesday, March 12. We will include three samples of our new Dove hydrating body cream with your lipsticks. Thank you for your preference. Please contact me if you need further information. Sincerely yours, Ingrid Soto Sales Manager Monroy D.

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Kinbote Products, Inc. 200 Southeast Fourth Street

Miami, Florida 33131

March 7, 2014

Ms. Ellen Minsky Gold’s Specialty Shops 3636 West Grace Street Tampa, Florida 33607 Dear Ms. Minsky: Thank you for your order (No. 434) of March 5 consisting of the assortment of vanilla and chocolate exercise suits (Style L-29) in various sizes. Your petite, small, and medium sizes of vanilla and chocolate suits will be shipped immediately by air express. Unfortunately, due to the high demand, we are out of large sizes. You may expect their delivery next week, on Friday 14. We appreciate your preference of our products. Feel free to contact me at 2333-1524 for further information.

Sincerely yours,

Ingrid Ruiz Sales Manager

Soto A.

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MARKETING

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PICTIONARY # 1

WORD DEFINITION EXAMPLE PICTURE

Bountiful

Providing a large amount of good

things.

In a restaurant is not only

important to receive a

bountiful amount of food, it also has to have a

good and satisfactory taste.

Headaches Things that cause

difficulties.

It is a frequent headache when we as customers

receive a bad service when we are paying for an “excellent” and “comfortable”

service.

Regulation Official rules or the act of controlling

something.

It is required for every company to

have a Human Resources

Department for the regulation of

the rules and policies within the enterprise.

Reworking Changing or

improving a product or service.

Pollo Campero is trying to rework

its service, starting by

changing its old image for a

renewed and attractive logo.

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Scrapping

Getting rid of things which are no

longer useful or wanted.

People might not scrap their

invoices, because in any moment SAT could ask

them to support their incomes.

Service To examine a

machine and repair any faulty parts.

Every machine of a factory needs to

receive a service at least once every three months, to

have a proper functioning.

Warranties

Guarantees: written promises to

repair or replace products that

develop a fault.

When we bought new appliances we must revise if the seller company

gives us the warranty, so we could change the product if it gets

damaged.

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PICTIONARY # 2

WORD DEFINITION EXAMPLE PICTURE

Outlets

Places of business for selling goods to customers (shops, stores, kiosks, etc.)

Mostly, outlets sell original products

cheaper than in the

brand shops.

Product Mix

All the different products, brands and

items that a company sells.

Cemaco has a large product mix which

includes various house, school,

children, babies, garden, office, beauty

and sport products.

Retailers

Businesses that sell goods or

merchandise to individual

consumers.

Walmart is a retailer from all the big

factories like Coca-cola, Toledo,

Samsung, Remington and many more,

because they provide numerous products

from different brands to the final consumer.

Logo

A graphic image or symbol specially

created to identify a company or a

product.

Bershka has its logo in all the different types of bags in which they

give their products because they want

people to feel identify with the company.

34

Packaging

Wrappers and containers used to

enclose and protect a product.

Cigarettes packaging has to inform and warn people that the consumption of

that product causes health

damage.

Brand Recognition

The extent to which consumers

are aware of a brand, and know

its name.

The brand recognition Apple has is incredible, because although its products are

expensive, people know their quality and want to buy and have them.

Shelves Surfaces in a store

on which goods are displayed.

It is essential in a big store to have

the products organized in

shelves to make easier for people to find what they

want.

Market Share

The sales of a company

expressed as a percentage of total

sales in a given market.

Coca-cola last year market share in Guatemala was approximately

26% at year end.

Brand-switchers

Consumers who buy various competing

products rather than being loyal to a particular brand.

I am a brand-switcher in

yogurts because I don’t really care

which its brand is, I only want to buy

a different and delicious one.

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PICTIONARY # 3

WORD DEFINITION EXAMPLE PICTURE

Distribution Channel

All the companies or individuals

(middlemen) involved in moving goods or services from producers to

consumers.

Coca-Cola Company has a worldwide

effective and efficient distribution

channel.

Wholesaler

An intermediary that stocks

manufacturers’ goods or

merchandise, and sells it to retailers and professional

buyers.

Wholesalers are potential customers

who lead the commercial market.

Market Segmenta-

tion

Dividing a market into distinct groups of buyers who have

different requirements or

buying habits.

Before creating a company it is

essential to make market

segmentation and choose the target customers to plan

strategies.

Product Differentia-

tion

Making a product (appear to be) different form

similar products offered by other

sellers, by product differences, advertising,

packaging, etc.

McDonald’s sells hamburgers as

Burger King, however

McDonald’s have a product

differentiation in the excellent service and comfort it provides to the customers.

36

Market Opportuni-

ties

Possibilities of filling unsatisfied

needs in sectors in which a company

can profitably produce goods or

services.

Many companies have found market

opportunities in Guatemala,

however they don’t exploit that

opportunities because of the

level of corruption in the country.

Market Skimming

Setting a high price for a new product, to make maximum

revenue before competing

products appear on the market.

When Macintosh launched the iPads

they made a market skimming

before the competitors attacked the

market.

Sales Representa-

tive

Someone who contacts existing

and potential customers, and

tries to persuade them to buy goods

or services.

Avon has excellent sales

representatives all over the world

who know how to convince people

about their products’ quality.

Product Features

The attributes or characteristics of a

product, such as size, shape, quality,

price, reliability, etc.

The product features of Nike

are of quality with the appropriate

colors and prices, because although its products are expensive, what

we are paying for is quality no low

prices.

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Price Elasticity

The extent to which supply or

demand (the quantity

produced or bought) of a

product responds to changes of

price.

Gasoline has constant price

elasticity, depending on the

cost in which petrol comes to

the country.

Market Penetration

The strategy of setting a low

price to try to sell a large volume and increase

market share.

Pollo Pinulito chose the market

penetration strategy by

introducing its product at low costs to attract

consumer.

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Qu

alit

y

39

QUALITY Doing things right the first time adds nothing to the cost of your product or service. Doing

things wrong is what costs money, like on reworking, scrapping, repeated service,

inspection, testing and warranties. Lapses in quality also damage corporate reputations

and provoke government regulation. These headaches could be prevented by a properly

managed quality operation. Quality is not only free but bountiful source of profits.

The TQM (Quality Management) is a strategy that involves a corporate culture that are

dedicated to providing customers with products and services that satisfy their needs.

Products should have no defects or “zero defects” and services should be as close to

perfect as possible the first time and every time. The company or organization should also

eliminate waste from its operations.

But because products, services and processes change, everything is capable of being

improved all the time. TQM requires all staff to be involved in the search for continuously

improving quality, in all the business’s activities. Quality is more important than

maximizing output or reducing costs.

40

COMPANIES’ LOW QUALITIES

Prestige Oil Spill

The Prestige oil spill was an oil spill off the coast

of Galicia caused by the sinking of an oil tanker in

2002. The spill, releasing over 20 million US

gallons (76,000 m3) of oil into the sea, polluted

thousands of kilometers of coastline and more

than one thousand beaches on the Spanish,

French and Portuguese coast, as well as causing

great harm to the local fishing industry. The spill is

the largest environmental disaster in the history of both Spain and Portugal, and the third

costliest accident in history, for cleaning up the spill and sealing the ship had a cost of

12,000 million dollars.

The subsequent months, thousands of volunteers were organized to help clean the

affected coastline. The massive cleaning campaign was a success, recovering most

portions of coastline from not only the effects of the oil spill but also the accumulated

usual contamination.

Hamburger Chef Jamie Oliver Proves that McDonald’s Burgers Were “Unfit for human consumption”

In 2012, the British hamburger chef Jamie Oliver has

won his long-fought battle against one of the largest

fast food chains in the world – McDonalds. After Oliver

showed how McDonald’s hamburgers are made, the

franchise finally announced that it will change its

recipe.

Oliver repeatedly explained to the public that the fatty

parts of beef were “washed” in ammonium hydroxide

and used in the filling of its burgers in the USA. Before

this process the food is deemed unfit for human consumption. According to

the chef and hamburger enthusiast, Jamie Oliver “Basically, we’re taking a

product that would be sold in the cheapest way for dogs, and after this

process, is being given to human beings.” Besides the low quality of the

meat, the ammonium hydroxide is harmful to health.

41

(A HOTEL CHAIN IN TROUBLE MAIL)

FROM: Executive Directors

TO: Board of Directors

SUBJECT: Troubled Hotels

Dear Board of Directors:

As you already know many of our hotels are no longer profitable. This has

been going on for a long time and if we don’t make any changes, it will

continue being this way. Last Monday we got together to discuss ideas for

what to do.

We suggest changing the type of costumers the hotels should attract: back-

packers. This decision was taken due to the fact that increasing the quality

of the service would be difficult as the hotels have small rooms. This would

involve becoming a low-cost hotels for young travelers, letting them know

that for extra-charges they will get certain benefits, such as:

o Internet Access

o Car Parking

o Room Service

Let us know if you need any further information. We hope you take into

account our suggestions when you take the final decision.

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PRODUCTS A product is anything that can be offered to a market that might satisfy a want or need.

Most manufacturers divide their products into product line –groups of closely related

products, sold to the same costumer groups, and marketed through the same outlets.

Most products offered for sale by retailers are branded. A brand is a name, a symbol, or a

logo that distinguishes products and services from competing offerings, and makes

consumers remember the company, product or service.

Some companies include their name in all their products (corporate branding). Other ones

do individual branding and give each product its own brand name, so the company name

is less well-known than it brand. Multi-brand strategy allows them to full up space on

supermarket shelves, leaving less room for competitors.

Brand value comes from customers loyalty; the existence of customers who will continue

to buy the products.

43

MARKETING Selling means you sell what you make; marketing means you make what you can

sell.

Marketing means the right product, in the right place, at the right price, and at

the right time.

Marketing means identifying customers, defining and developing the products or

services they want, and making and distributing them.

Marketing means anticipating and creating needs: producing useful things

customers don’t know they wanted until you produced them.