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business
business communication

Questions and Answers of Business Communication

You head up the corporate marketing department for a nationwide chain of clothing stores. The company has decided to launch a new store-within-a-store concept, in which a small section of each store
Austin, Texas, advertising agency GSD&M Advertising brainstorms new advertising ideas using a process it calls dynamic collaboration. A hand-picked team of insiders and outsiders is briefed on the
Another manager in corporate headquarters stopped by this morning with a request to borrow two of your best employees for a three-week emergency. Under normal conditions, you wouldn't hesitate to
The HR department acts as an internal service provider, helping various divisions throughout the company with hiring, benefits, training, and other employment functions. An HR rep is assigned to each
Although your project management skills are quite good, you do occasionally run into unforeseen circumstances that lead to less-than-ideal results. Halfway through the installation of a new resume
You've found it easy to say "yes" to recommendation letter requests from former employees who were top performers, and you've learned to say "no" to people who didn't perform so well. The requests
Why is it important to end a negative message on a positive note?
If company policy changes, should you explain those changes to employees and customers at about the same time? Why or why not?
Why is whistleblowing a controversial activity?
When a company suffers a setback, should you soften the impact by letting out the bad news a little at a time? Why or why not?
Is intentionally de-emphasizing bad news the same as distorting graphs and charts to de-emphasize unfavorable data? Why or why not?
Select which approach you would use (direct or indirect) for the following negative messages. a. An e-mail message to your boss, informing her that one of your key clients is taking its business to a
Working alone, revise the following statements to de-emphasize the bad news. Then team up with a classmate and read each other's revisions. Did you both use the same approach in every case? Which
As a customer service supervisor for a telephone company, you're in charge of responding to customers' requests for refunds. You've just received an e-mail from a customer who unwittingly ran up a
Public companies occasionally need to issue news releases to announce or explain downturns in sales, profits, demand, or other business factors. Search the web to locate a company that has issued a
The insurance company where you work is planning to raise all premiums for health-care coverage. Your boss has asked you to read a draft of her letter to customers announcing the new, higher rates.
What should a manager communicate to an employee during a termination meeting?
Why is it important to document employee disciplinary actions?
What steps should you take before firing an employee for misconduct or poor work?
Vail Products of Toledo, Ohio, manufactured a line of beds for use in hospitals and other institutions where there is a need to protect patients who might otherwise fall out of bed and injure
One of your company's worst night- mares has just come true. EQ Industrial Services (EQIS), based in Wayne, Michigan, operates a number of facilities around the country that dispose of, recycle, and
As the U.S. economy continued to sag in 2009 after receiving multiple blows from the housing and financial sectors, plant closures were a common tragedy across many industries. Shaw Industries, the
People who live for an adrenaline rush can find a way to go fast from Canada's Bombardier Recreational Products. Bombardier is one of the world's top makers of snowmobiles, personal watercraft,
You can certainly sympathize with employees when they complain about having their e-mail and instant messages monitored, but you're implementing a company policy that all employees agree to abide by
You're a marketing manager for Stanton, one of the premier suppliers of DJ equipment (turntables, amplifiers, speakers, mixers, and related accessories). Your company's latest creation, the
An employee concierge seemed like a great idea when you added it as an employee benefit last year. The concierge handles a wide variety of personal chores for employees, everything from dropping off
Sewn-in clothing tags carry essential information about size and garment care, but no matter where they are located inside a garment, they seem to have a knack for poking and scratching. Pestered
As the human resources manager at Alion Science and Technology, a military research firm in McLean, Virginia, you were thrilled when one of the nation's top computer visualization specialists
Tom Weiss worked in the office at Opal Pools and Patios for four months under your supervision (you're the office manager). On the basis of what he told you he could do, you started him off as a file
The dean's selection committee screened 85 applications for the position of dean of arts and sciences at your campus. After two rounds of eliminations, the top five candidates were invited to
A not-so-secret secret is getting more attention than you'd really like after an article in BusinessWeek gave the world an inside look at how much money you and other electronics retailers make from
Elaine Bridgewater, the former professional golfer you hired to oversee your golf equipment company's relationship with retailers, knows the business inside and out. As a former touring pro, she has
JetBlue was one of the first companies to incorporate the Twitter microblogging service into its customer communications, and thousands of flyers and fans now follow the airline's Twittering staff
Marketing specialists usually celebrate when target audiences forward their messages to friends and family-essentially acting as unpaid advertising and sales representatives. In fact, the practice of
Lee Valley Tools (www.leevalley.com) sells high-quality wood-working tools across Canada through its retail stores and around the world through its website and catalogs. While weekend hobbyists can
Your company, PolicyPlan Insurance Services, is a 120-employee insurance claims processor based in Milwaukee. PolicyPlan has engaged Midwest Sparkleen for interior and exterior cleaning for the past
Like many other software companies, the Swiss company Fookes Software (www.fookes.com) lets potential customers download free evaluation copies of its software before deciding to purchase. By using
XtremityPlus is known for its outlandish extreme-sports products, and the Looney Launch is no exception. Fulfilling the dream of every childhood daredevil, the Looney Launch is an aluminum and
Now it's time to follow up the internal employee message about the Looney Launch (see Case 8) with a message to the retailers that carry the product. Your task: Write an e-mail message to retailers,
You asked one of your staffers to write a benefit statement to communicate the advantages of the Groups section of the CafeMom website, which lets members find and join any of the thousands of
A common challenge in marketing communication is distilling a long list of features to a single compelling message that can serve as the product's "headline." Review the following list of features
Membership in CafeMom is free, so price isn't a potential purchase objection. However, CafeMom does collect a fair amount of information from its members, including information about members
Which of the following is the most effective call to action to encourage interested moms to sign up for free CafeMom membership? a. Sign up for your free Join CafeMom membership today and get
Why is it important to present both sides of an argument when writing a persuasive message to a potentially hostile audience?
How are persuasive messages different from routine messages?
Why do the AIDA model and similar approaches need to be modified when writing persuasive messages in social media?
What is likely to happen if your persuasive message starts immediately with a call to action? Why?
Are emotional appeals ethical? Why or why not?
With another student, analyze the persuasive e-mail message to Eleanor Tran at Host Marriott by answering the following questions: a. What techniques are used to capture the reader's attention? b.
Compose effective subject lines for the following persuasive messages: a. A recommendation sent by e-mail to your branch manager to install wireless networking throughout the facility. Your primary
Your boss has asked you to post a message on the company's internal blog, urging everyone in your department to donate money to the company's favorite charity, an organization that operates a summer
Determine whether the following sentences focus on features or benefits; rewrite as necessary to focus all the sentences on benefits. a. All-Cook skillets are coated with a durable, patented nonstick
Download the Federal Trade Commission document "Social Networking Sites: Safety Tips for Tweens and Teens" from www.ftc.gov/bcp/edu/pubs/ consumer/ tech/tec 14.pdf. Keeping in mind the target
What key ideas would you include in an e-mail message to persuade your congressional representative to support an issue that is important to you?
In a letter to a senator or member of Congress, what information would you include to convince the reader to vote for an issue related to small business?
When sending a message to someone who receives hundreds of written appeals daily, what attention-getting techniques can you use? How can you get support for a cause that concerns you as a
You've been trying for months to convince your boss, Will Florence, to start blogging. You've told him that top executives in many industries now use blogging as a way to connect with customers and
Like most other companies today, your firm makes extensive use of the web for internal and external communication. However, after reading about the Web Accessibility Initiative (WAI), you've become
You thought it was strange that no one called you on your new mobile phone, even though you had given your family members, friends, and boss your new number. Two weeks after getting the new phone and
Like all other states, Kentucky works hard to attract businesses that are considering expanding into the state or relocating entirely from another state. The Kentucky Cabinet for Economic Development
Curves is a fitness center franchise that caters to women who may not feel at home in traditional gyms. With its customer-focused and research-based approach, Curves has become a significant force in
You never intended to become an inventor, but you saw a way to make something work more easily, so you set to work. You developed a prototype, found a way to mass-produce the product, and set up a
Podcasting, the technique of recording individual sound files that people download from the Internet to listen to on their computers or music players, is quickly redefining the concept of radio. A
After getting a shaky start as the technology matured and advertisers tried to figure out this new medium, online advertising has finally become a significant force in consumer and business
The great thing about Insure.com is that no one is obligated to buy a thing, which makes your job in the company's marketing department easier. Free of charge, consumers can log on to your website,
Kelly Services is a global Fortune 500 company that offers staffing solutions that include temporary services, staff leasing, outsourcing, and vendor on-site and full-time placement. Kelly provides
Other than possibly wrinkling their noses at that faint smell that wafts out of the plastic bags when they bring clothes home from the dry cleaner, many consumers probably don't pay much attention to
Like many other students at the University of Wisconsin-Madison, you like to escape from your cramped apartment to work on school projects at local coffee shops. With your wireless-equipped laptop,
You know enough about human nature to know that people tend to resist new ideas when it comes to food. In your job as public communications director for American Beefalo International, this knowledge
As someone who came of age in the "post e-mail" world of blogs, wikis, social networks, and other Web 2.0 technologies, you were rather disappointed to find your new employer solidly stuck in the age
It's hard to go through life without becoming annoyed at the way some things work. You have undoubtedly been dissatisfied with a product you've bought, a service you've received, or an action of some
At IBM, you're one of the coordinators for the annual Employee Charitable Contributions Campaign. Since 1978, the company has helped employees contribute to more than 2,000 health and human service
Last week you ordered new design software for your boss, Martin Soderburgh, at ArtAlive, the small art consulting business where you work. As he requested, you used his Visa card to order Adobe
Sitting in your Dallas office at the accounting firm Bachman, Trinity, and Smith, clacking away on your computer, it seems as though you could be doing this work from your home. You haven't spoken to
This morning as you drove to your job as food services manager at the Pechanga Casino Entertainment Center in Temecula, California, you were concerned to hear on the radio that the local Red Cross
Your new company, WorldConnect Language Services, started well and is going strong. However, to expand beyond your Memphis, Tennessee, home market, you need a one-time infusion of cash to open branch
Tesco has created several online stores (www.tesco.com] and would like to expand the number of consumers who order goods and services online. Which of the following problem statements best
Which of the following research methods should Tesco use to find out what U.S. consumers think of the Tesco brand name? a. Conduct a telephone survey of a carefully selected sample of U.S.
Shoppers often make purchase decisions in the store rather than arriving with a preset list of specific brands to purchase. Brasher would like more information on why consumers choose one brand over
Even though you have been with the company for only three months, you've learned quickly and believe that you have a solid understanding of Tesco's strategic challenges and opportunities. Brasher
Why must you be careful when using information from a webpage in a business report?
Why are unsolicited proposals more challenging to write than solicited proposals?
Companies occasionally make mistakes that expose confidential information, such as when employees lose laptop computers containing sensitive data files or webmasters forget to protect confidential
You're conducting an information interview with a manager in another division of your company. Partway through the interview, the manager shows clear signs of impatience. How should you respond? What
Break into small groups and surf the Internet to find websites that provide business information such as company or industry news, trends, analysis, facts, or performance data. Using the criteria
Your boss has asked you to analyze and report on your division's sales for the first nine months of this year. Using the following data from company invoices, calculate the mean for each quarter and
Break into small groups and identify an operational problem occurring at your campus that involves either registration, university housing, food services, parking, or library services. Then develop a
Sales at The Style Shop, a clothing store for men, have declined for the third month in a row. Your boss is not sure if this decline is due to a weak economy or if it's due to another unknown reason.
Three years ago, your company (a carpet manufacturer) modernized its Georgia plant in anticipation of increasing demand for carpets. Because of the depressed housing market, the increase in demand
Using the information presented in this chapter, identify the report type represented by each of the following examples. In addition, write a brief paragraph about each, explaining who the audience
Imagine you're the manager of campus recruiting for Nortel, a Canadian telecommunications firm. Each of your four recruiters interviews up to 11 college seniors every day. What kind of personal
Using online, database, or printed sources, find the following information. Be sure to properly cite your source, using the formats discussed in Appendix B a. Contact information for the American
You'd like to know if it's a good idea to buy banner ads on other websites to drive more traffic to your company's website. You're worried about the expense and difficulty of running an experiment to
If you want your audience to agree to a specific course of action, should you exclude any references to alternatives that you don't want the audience to consider? Why or why not?
After studying the designs of corporate websites, Penn State University professor S. Shyam Sundar discovered quite an interesting phenomenon: The more interactive and engaging a website is, the more
Review the reports shown in Figures 12.3 and 12.4. Give specific examples of how each of these reports establishes a good relationship with the audience. Consider such things as using the "you"
Selecting the Right Chart Here are last year's sales figures for the appliance and electronics megastore where you work. Construct charts based on these figures to help explain to the store's general
You work for C 8< S Holdings, a company that operates coin-activated, self-service car washes. Research shows that the farther customers live from a car wash, the less likely they are to visit. You
One of the best places to see how data can be presented visually is in government statistical publications, which are often available on the Internet. For example, the International Trade
As directed by your instructor, team up with other students, making sure that at least one of you has a digital camera or camera phone capable of downloading images to your word-processing software.

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