ABSTRACT
Durham Plates manufactured industrial raw materials. To satisfy customers, Durham had to provide expert technical salesmen and a reliable after-sales service. Output and sales figures were not available for the industry, but the pattern of output was cyclical and the trend rate of growth of sales was low. At the time of devaluation, Durham Plates’ activities in all markets were to be aimed at targets set in its seven-year plan. Export prices in all markets were raised to the same level as home market prices. Durham Plates’ export pricing was affected by the fact that export prices for one or two grades of Product B were determined by the export pricing committee of the Trade Association. An increased sales volume in the long term, by encouraging potential customers to take an interest in 'trial lots' as a prelude to ordering on a larger scale was attempted.
