Business Communications, Exam 2 (Chapters 6-8, 11) Questions and Answers
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Course
Business Communication
Institution
Business Communication
Direct Organizational Plan - Answer-used when a message conveys neutral or positive information to an audience who will likely be interested in what we have to say
Direct Style - Answer-presents the major idea first, followed by explanations and details
What should be used to present your req...
Business Communications, Exam 2
(Chapters 6-8, 11) Questions and
Answers
Direct Organizational Plan - Answer-used when a message conveys neutral or positive
information to an audience who will likely be interested in what we have to say
Direct Style - Answer-presents the major idea first, followed by explanations and details
What should be used to present your request? - Answer-a direct question, polite
request, or statement
Goodwill Messages - Answer-with no true business objective, these messages convey
congratulations, appreciation, or sympathy.
Aggregators - Answer-large companies that can afford them use them to scan the web
for comments about the company
Google Alerts - Answer-a tool used by small companies to search the web for
conversations about their company
What type of comment should ALWAYS be responded to? - Answer-highly positive
online comments
What type of note should begin by expressing sympathy, offering some personal
memory of the deceased, and closed by offering comfort? - Answer-Sympathy Note
Guidelines for Goodwill Messages - Answer-be prompt, direct, sincere, specific, and
brief
Ethos - Answer-an appeal based on credibility
Pathos - Answer-an appeal based on emotion
Logos - Answer-an appeal based on logic
What should be used when the other person initially resists your efforts? - Answer-
Persuasion
Fact - Answer-indisputably true
Inference - Answer-probably true
, Opinion - Answer-possibly true
Coercion - Answer-using force or intimidation to get someone to comply
What type of plan should be used for more persuasive messages to U.S. audiences? -
Answer-the direct plan
Indirect Organizational Plan - Answer-a plan in which the reasons or rationale are
presented first, followed by the major idea
The opening statement MUST be... - Answer-interesting, relevant, and short
Rhetorical Question - Answer-gets the reader thinking about the topic of your message
but doesn't elicit a literal answer
What plan should be used when your audience may resist your message but will likely
read it anyway and when you know your audience prefers an indirect style? - Answer-
the indirect plan
Central Selling Theme - Answer-the major reader benefit that is introduced early and
emphasized throughout a sales letter
Solicited Sales Letter - Answer-a reply to a request for product information from a
potential customer
Unsolicited Sales Letter - Answer-promotes a company's product and is mailed to
potential customers who have not expressed any interest
Benefits - Answer-advantages a potential customer receives from a product or service
Features - Answer-an aspect of how a product or service works
Derived Benefit - Answer-similar to benefits- how marketers refer to benefits customers
receive from a product or service
Maintain credibility by... - Answer-providing specific facts and figures
Service Recovery - Answer-responding to service failure in a way that turns an upset
customer into a satisfied customer
Objectives of a Bad-News Message - Answer-convey the bad news and retain the
reader's goodwill
What will help you determine how to present the bad news? - Answer-the
communication context
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