Autour de l’écrit-client : analyse de lettres commerciales de vente par correspondance produites en milieu universitaire marocain

Abstract

The mail order business letter has a dual purpose for the company: it arouses the customer’s ordering act and builds a long term customer-relationship. This relationship is directly built on supply and is considered as a natural and legitimate action on the part of the company. Writing a mail order business letter is not done without difficulty by the students of the Agadir National School of Commerce and Management (ENCGA). Indeed, we have noticed that despite the measures undertaken and the efforts of teachers to develop argumentative skills of learners in business French, many of them find it challenging to produce consistent and structured argumentative business letters. What are then the difficulties encountered by students during their training in economics in ENCGA in the production of professional business writings? How can we analyze their productions? How successful is argumentative competence in the French specialty? These are the questions that we have attempted to answer in this article.