MB0039 - Business Communication

Master of Business Administration – Semester I

MB0039 - Business Communication (4 credits)

Assignment - Set 1

Marks 60

Note: Each Question carries 10 marks each

Q1. Briefly describe any situation in your own experience where the communication

failed because the non-verbal behavior sent a negative message. Which aspect of non-

verbal communication contributed to the failure? How would you correct this?

Ans. Situation where Communication was a failure to me: As an Associate Manager, I was a

sender for a communication and intended to be received by my executives. I have sent the

following communication to my executives through a notice and displayed on the notice

board: “Coming Second Saturday to complete our targets for the month a review meeting is

arranged and all should attend. If any executive is not able to attend should find out the

contents of the meeting from their peers without fail”. But my communication went wrong

and out of 10 executives, only three executives have attended at 4.00 PM who checked-in

with me the time of the meeting. Following were the barriers of communication which stood

in the way of my communication: The “Channel” I have chosen communication by

“Receivers” did not ensure the receipt of the The communication lacked the “Chronological

context” The second Saturday being a non working day. The communication has created a

“Psychological noise” by not mentioning correct time of the meeting and confusion has been

created. The “social context” also is one of the cause for the failure of the communication as I

have not taken all my executives into confident by giving any advance information or a

intention of the meeting earlier.

Lessons learnt in order to overcome these barriers of communication: My communication

was unclear by not giving exact time of meeting. The media I have used is the placing the

notice on the notice board, instead had I circulated to all the receivers and obtained their

signatures by asking their availability or feedback my communication would not have failed.

I have chosen a wrong day a holiday though the task was a routine one. I could have

maintained good relations with my executives for success of my communication.

Overcome the communication barriers

When you send a message, you intend to communicate meaning, but the message itself

doesn’t contain meaning. The meaning exists in your mind and in the mind of your receiver.

To understand one another, you and your receiver must share similar meanings for words,

gestures, tone of voice, and other symbols.

1. Differences in perception : The world constantly bombards us with information: sights,

sounds, scents, and so on. Our minds organize this stream of sensation into a mental map that

represents our perception or reality. In no case is the perception of a certain person the same

as the world itself, and no two maps are identical. As you view the world, your mind absorbs

your experiences in a unique and personal way. Because your perceptions are unique, the

ideas you want to express differ from other people’s Even when two people have experienced

the same event, their mental images of that event will not be identical. As senders, we choose

the details that seem important and focus our attention on the most relevant and general, a

process known as selective perception. As receivers, we try to fit new details into our existing

pattern. If a detail doesn’t quite fit, we are inclined to distort the information rather than

rearrange the pattern.

2. Incorrect filtering: Filtering is screening out before a message is passed on to someone

else. In business, thefilters between you and your receiver are many; secretaries, assistants,

receptionists, answering machines, etc. Those same gatekeepers may also ‘translate’ your

receiver’s ideas and responses before passing them on to you. To overcome filtering barriers,

try to establish more than one communication channel, eliminate as many intermediaries as

possible, and decrease distortion by condensing message information to the bare essentials.

3. Language problems : When you choose the words for your message, you signal that you

are a member of a particular culture or subculture and that you know the code. The nature of

your code imposes its own barriers on your message. Barriers also exist because words can be

interpreted in more than one way. Language is an arbitrary code that depends on shared

definitions, but there’s a limit to how completely any of us share the same meaning for a

given word. To overcome language barriers, use the most specific and accurate words

possible. Always try to use words your audience will understand. Increase the accuracy of

your messages by using language that describes rather than evaluates and by presenting

observable facts, events, and circumstances.

4. Poor listening : Perhaps the most common barrier to reception is simply a lack of attention

on the receiver’s part. We all let our minds wander now and then, regardless of how hard we

try to concentrate. People are essentially likely to drift off when they are forced to listen to

information that is difficult to understand or that has little direct bearing on their own lives.

Too few of us simply do not listen well! To overcome barriers, paraphrase what you have

understood, try to view the situation through the eyes of other speakers and resist jumping to

conclusions. Clarify meaning by asking non-threatening questions, and listen without

interrupting.

5. Differing emotional states : Every message contains both a content meaning, which deals

with the subject of the message, and a relationship meaning, which suggests the nature of the

interaction between sender and receiver. Communication can break down when the receiver

reacts negatively to either of these meanings. You may have to deal with people when they

are upset or when you are. An upset person tends to ignore or distort what the other person is

saying and is often unable to present feelings and ideas effectively. This is not to say that you

should avoid all communication when you are emotionally involved, but you should be alert

to the greater potential for misunderstanding that accompanies aroused emotions.

To overcome emotional barriers, be aware of the feelings that arise in your self and in others

as you communicate, and attempt to control them. Most important, be alert to the greater

potential for misunderstanding that accompanies emotional messages.

6. Differing backgrounds : Differences in background can be one of the hardest

communication barriers to overcome. Age, education, gender, social status, economic

position, cultural background, temperament, health, beauty, popularity, religion, political

belief, even a passing mood can all separate one person from another and make

understanding difficult. To overcome the barriers associated with differing backgrounds,

avoid projecting your own background or culture onto others. Clarify your own and

understand the background of others, spheres of knowledge, personalities and perceptions

and don’t assume that certain behaviors mean the same thing to everyone..

Q2. What are the biggest barriers that prevent you from listening effectively? Explain

how you could overcome these barriers.

Ans:- Listening is not easy and there are a number of obstacles that stand in the way of

effective listening, both within and outside the workplace. These barriers may be categorized

as follows –

1. Physiological Barriers – This was discussed earlier under the barriers to communication.

Some people may have genuine hearing problems or deficiencies that prevent them from

listening properly. Once detected, they can generally be treated. Other people may have

difficulty in processing information, or memory related problems which make them poor

listeners. Another physiological barrier is rapid thought. Listeners have the ability to process

information at the rate of approximately 500 words per minute, whereas speakers talk at

around 125 words per minute. Since listeners are left with a lot of spare time, their attention

may not be focused on what the speaker is saying, but may wander elsewhere.

2. Physical Barriers – These refer to distractions in the environment such as the sound of an

air conditioner, cigarette smoke, or an overheated room, which interfere with the listening

process. They could also be in the form of information overload. For example, if you are in a

meeting with your manager and the phone rings and your mobile beeps at the same time to let

you know that you have a message; it is very hard to listen carefully to what is being said.

3. Attitudinal Barriers – Pre-occupation with personal or work related problems can make it

difficult to focus one’s attention completely on what a speaker is saying, even if what is being

said is of prime importance. Another common attitudinal barrier is egocentrism, or the belief

that you are more knowledgeable than the speaker and that you have nothing new to learn

from his ideas. People with this kind of closed minded attitude make very poor listeners.

4. Wrong Assumptions – The success of communication depends on both the sender and the

receiver, as we have seen in an earlier unit. It is wrong to assume that communication is the

sole responsibility of the sender or the speaker and that listeners have no role to play. Such an

assumption can be a big barrier to listening. For example, a brilliant speech or presentation,

however well delivered, is wasted if the receiver is not listening at the other end. Listeners

have as much responsibility as speakers to make the communication successful, by paying

attention, seeking clarifications and giving feedback. Another wrong assumption is to think

that listening is a passive activity, in which a listener merely absorbs the thoughts of the

speaker. On the contrary, real listening or active listening is hard work – it requires speaking

sometimes to ask questions, agree or disagree with the speaker, give feedback, etc.

Yet another barrier of this type is to assume that speakers are more powerful than listeners.

Speakers are seen as being in command of things, whereas listeners are seen to be weak and

lacking authority. According to communication experts however, the reverse is true. Listeners

are as important and as powerful as speakers. In fact David J. Schwartz, writer and

management professor, emphasizes the importance of listening by saying “Big people

monopolize the listening. Small people monopolize the talking.”

5. Cultural Barriers : Accents can be barriers to listening, since they interfere with the

ability to understand the meaning of words that are pronounced differently. The problem of

different accents arises not only between cultures, but also within a culture. For example, in a

country like

India where there is enormous cultural diversity, accents may differ even between different

regions and states.

Another type of cultural barrier is differing cultural values. The importance attached to

listening and speaking differs in western and oriental cultures. Generally, Orientals regard

listening and silence as almost a virtue, whereas Westerners attach greater importance to

speaking. Therefore this would interfere with the listening process, when two people from

these two different cultures communicate.

6. Gender Barriers- Communication research has shown that gender can be a barrier to

listening. Studies have revealed that men and women listen very differently and for different

purposes. Women are more likely to listen for the emotions behind a speaker’s words, while

men listen more for the facts and the content.

Example – A salesperson giving a demonstration of a new type of office equipment may be

asked by two colleagues if the equipment will work without any problems and respond by

saying “Sure.” A male user may take his answer at face value, whereas a female user may

detect some hesitation in his voice. This is because the male user listens for the content of the

message, whereas the female user listens for the tone of the message.

7. Lack of Training - Listening is not an inborn skill. People are not born good listeners.

They have to develop the art of listening through practice and training. Lack of training in

listening skills is an important barrier to listening, especially in the Indian context. Lee

Iacocca, former Chairman of the Chrysler Corporation in the US, was one of the first to

recognize the need for organized training programs in listening skills. Today, many

organizations both in India and abroad incorporate listening skills in their training programs.

8. Bad Listening Habits - Most people are very average listeners who have developed poor

listening habits that are hard to shed and that act as barriers to listening. For example, some

people have the habit of “faking” attention or trying to look like a listener, in order to impress

the speaker andto assure him that they are paying attention. Others may tend to listen to each

and every fact and, as a result, miss out on the main point. Yet another habit is to avoid

difficult listening and to tune off deliberately, if the subject is too technical or difficult to

understand. Sometimes, the subject itself may be dismissed as uninteresting, because the

listener does not want to listen.

Strategies for Effective Listening: Although a number of barriers stand in the way of

effective listening, these can be overcome through conscious efforts, training and practice.

Some of the suggested methods are discussed in detail below –

1. Create a Conducive Environment – To an extent, you can try to control the environment

in which communication takes place, so that listening can take place without any distractions.

Ensuring a proper sound system and acoustics so that the speaker is audible, avoiding places

with high levels of activity, loud noises from the outside environment and poor air

conditioning systems, shutting off mobile phones and telephones, are some of the ways in

which you can overcome some of the physical barriers to listening.

2. Select Face-to-face Channels – Listening is less accurate in the absence of face-to-face

communication. For example, listening to and understanding ideas correctly over the

telephone are much harder than through a face-to-face meeting. Take the case of calling a

restaurant and placing orders over the telephone for home delivery of a meal. The chances are

that your orders may not be understood correctly. Therefore, as far as possible, arrange face-

to-face contact to ensure more accurate listening.

3. Be Open-minded and Avoid Distractions – Listening is an exhausting activity which

requires the right attitude and mindset. You have to focus your attention completely on what

the speaker is saying, without letting your mind wander. This kind of concentration can be

developed through various techniques and through constant practice. In addition, it is also

important to rid yourself of the notion that you have nothing new to learn from the other

person. Even if it is a subject about which you may be knowledgeable, the speaker may offer

a different perspective or point of view. Therefore it is important to listen actively.

4. Use Non-verbal Cues to Indicate Active Listening – It is important to communicate to

the speaker that you are listening actively to what he is saying. This can be done even without

verbal communication. All the different aspects of non-verbal communication discussed

earlier should be used for maximum effect. For example, maintaining steady eye contact with

the speaker, sitting up with an erect posture, nodding now and then to show appreciation and

understanding and appropriate facial expressions are some of the ways in which your non-

verbal communication can indicate that you are involved in what the speaker is saying.

5. Use Verbal Communication to Indicate Active Listening – While nonverbal behavior

by itself can communicate that you are an active listener, it is also important to engage in

verbal communication with the speaker. Silence is often interpreted as lack of understanding

or attention. You need to seek clarifications, give feedback and suggestions, or just

paraphrase in your own words what the speaker has said, in order to convey that you have

understood his message.

6. Listen First Before Responding – Always let yourself finish listening before you begin to

speak. Avoid the tendency to formulate your own response, even before you have listened

completely to the speaker’s words. If you are too busy thinking about what to say next, you

may miss the main point that the speaker is trying to make. This also gives the speaker the

impression that you are preoccupied or rude.

7. Use the Speaker-listener Gap constructively – It was pointed out earlier that listeners

have the ability to absorb information faster than speakers’ rate of speech. This spare time

available to listeners is often misused by letting the mind wander and is one of the

physiological barriers to listening.

One way of overcoming this barrier is to try to use this spare time to note down what the

speaker has said, review what has been said so far and anticipate what he may say next.

Thinking ahead of the speaker and trying to guess where his talk is leading is a good strategy

for effective listening. This is not easy, but can be learnt through proper training.

8. Focus on the Verbal and Non-verbal Message – Listening involves not only hearing and

understanding the meaning behind the words, but also being alert to the non-verbal behavior

of the speaker. The importance of non-verbal cues has been emphasized throughout this

book. It is important to watch for any positive or negative messages that may be conveyed

through the speaker’s tone of voice, facial expressions, gestures and outward appearance.

9. Focus on the Content, rather than the Delivery – In order to grasp the true meaning of

what the speaker is saying, it is important to concentrate on the content of the message, rather

than on how the message is delivered.

For example, looking at the power point slides during a speaker’s presentation may distract

your attention from the main point that he is trying to convey. Similarly, being over critical of

the speaker’s accent or mannerisms may make you miss the essence of the message.

10. Ask Questions of Yourself and Make Notes – In order to engage in active listening, you

also need to ask certain questions to yourself while listening. For example, “What is the key

idea that the speaker is trying to convey?”, “How does this fit in with I already know on the

subject?” or “How is this presentation organized?”, are some possible questions that you

could jot down along with the answers.

Q3. List and briefly describe the five most important guidelines, in your opinion, to be

followed when making oral business presentations.

Ans:- Some basic rules need to be followed when using them –

1. Use Visual Aids only if they Add Value – Make sure that you have a reason to use a

visual, rather than using it for its own sake. If your ideas are better explained through

words, avoid the visual, since this will only distract the attention of the audience.

2. Match your Visuals with the Level of the Audience – Your visual aids should be

made more or less sophisticated, depending on your audience. For example, if you are

making a presentation to top management, the graphics should be extremely polished.

For less formal presentations, simple graphics created on your own computer or

laptop should be sufficient.

3. Make the Visuals Clear and Large enough – Avoid creating visuals that are so

small that that they have to be described. It is better to use no visual support, than to

use visuals that cannot be seen.

4. Make the Visuals Simple – When creating visuals, avoid making them too intricate

and detailed, so that the audience can understand them without difficulty.

5. Avoid Too Much Text with Visuals – Visuals should have short captions, using only

key words and simple typefaces, so that attention is drawn to the visual alone. For the

sake of easy identification, make sure that each visual is given an appropriate caption

and is numbered.

Q4. You are a management trainee reporting to the Marketing Manager of an

organization. You have been asked to go through business publications and summarize

articles related to Branding. Explain the purpose of reading in this case and the type of

reading that you will be required to do. (10 marks).

Ans: - As I asked to read business publication and summarizes only about branding then I

need to go through very Intensive reading.

Purpose: Here my reading purpose is to get an indepth understanding of the Matter and find

branding of the business , and I need to understand whole matter because Branding is

certainly not a light topic – whole publications & hundreds of books have been written on the

topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service

or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note,

it should also be stated that a designer cannot “make” a brand – only the audience can do this.

A designer forms the foundation of the brand.

Many people believe a brand only consists of a few elements – some colours, some fonts, a

logo, a slogan and maybe  some music added in too. In reality, it is much more complicated

than that. You might say that a brand is a ‘corporate image’.

The fundamental idea and core concept behind having a ‘corporate image’ is that everything

a company does, everything it owns and everything it produces should reflect the values and

aims of the business as a whole.

It is the consistency of this core idea that makes up the company, driving it, showing what it

stands for, what it believes in and why they exist. It is not purely some colours, some

typefaces, a logo and a slogan.

As an example, let’s look at the well known IT company, Apple. Apple as a company,

projects a humanistic corporate culture and a strong corporate ethic, one which is

characterised by volunteerism, support of good causes & involvement in the community.

These values of the business are evident throughout everything they do, from their innovative

products and advertising, right through to their customer service. Apple is an emotionally

humanist brand that really connects with people – when people buy or use their products or

services; they feel part of the brand, like a tribe even. It is this emotional connection that

creates their brand – not purely their products and a bite sized logo.

Critical to effective brand management is the clear definition of the brand's audience and the

objectives that the brand needs to achieve.

What are the objectives that you hope to achieve with your brand?

Your brand should be comprised of the company personality, image, core competencies and

characteristics. The impressions that you make as well as the words people will use to

describe your company to others, are the basic framework of your brand.

With a strong brand you build credibility, have more influence on your market, and motivate

customers and clients to purchase from you.If done correctly your company will be looked at

as a leader not a follower.

To determine your brand objectives ask yourself the following question:

What is it that you want your brand to do for your company?

What do you want others to know and say about your products or services?

Sample objectives may include:

Being recognized by receiving a specific award

Picking up a certain number of choice projects

Gaining a specific number of new clients in the next year

Positioning your company as an industry leader in the next five months

You will find that by defining your objectives with specifictimelinesit is easier to develop a

plan of action to achieve those objectives. By defining your objectives you are able to map

out a plan on how to achieve those objectives. Say for example your objective is to position

your company as an industry leader. How can you go about doing this? You could:

Have members of your team speak at Trade Shows

Schedule lectures at professional group gatherings within your industry

Write and publish articles in newspapers, magazines, or online media

Once you've determined your objectives the next step is to build and develop your brand

strategy by listing out how, when, and what you are going to do to accomplish and meet your

those brand objectives.

Use the questions above to determine your brand objectives. List each objective and map out

how you plan to accomplish and succeed in meeting those objectives. Don't stop there! Once

you've finished take time to list out what you can do in the this month or this quarter to meet

that objective. Be specific and schedule those action items in your business calendar.

Q5. In your opinion, what are the five most common mistakes made during business

meetings. Justify your answer. (10 marks)

Ans: Common Mistakes made at Meetings

Since meetings are prone to so much inefficiency, it would be relevant to round off this unit

with a list of common mistakes to avoid, both from a chairperson’s as well as a participant’s

perspective.

1. Lack of Structure – Meetings should be structured in terms of an agenda being sent to

participants in advance, the discussion being initiated by a specific person and the

chairperson ensuring that different points of view emerge. A loosely structured meeting will

not be successful.

2. No Goals or Agenda – It was pointed out earlier that a meeting without an agenda lacks

direction.

3. No Pre-meeting Orientation – This is the job of the chairperson. Members must be

briefed on how to prepare for the meeting.

4. Inadequate Preparation – This is a mistake made by members who attend the meeting

without preparation.

5. Not Focusing on the Subject – This is a common mistake made by participants who

discuss matters that are not relevant to the meeting.

6. Meetings that are too long – The chairperson must try to avoid this, by ensuring

adherence to the time limit.

7. Disorganized Meetings – Again, this is the chairperson’s responsibility to see that the

meeting is well organized.

8. Inconclusive Meetings – The chairperson must hear out all the points of view and then

arrive at a decision.

9. Ineffective Leadership – This is the fault of the chairperson, if or she he fails to give

direction to the meeting..

10. Time Wasted – Participants may engage in unrelated discussions and the Chairperson

may be inefficient at managing time.

11. Dominating the Discussion – A few members may speak all the time, while others

remain silent.

12. No Follow-up Action – The meeting may proceed satisfactorily, but nothing is done after

the meeting either by the chairperson or the participants, to ensure that the meeting goals are

accomplished.

Q6. Select any article from a business publication and prepare a summary of it in one

fourth its size.. Write this in the form of a one page memo, addressed to your professor.

Attach the original article with your assignment.(10 marks).

Ans:-

Article:

World Markets Rise As Double-Dip Fears Ease: World stock markets advanced modestly

Monday as investors rode momentum from Friday, when an upbeat U.S. jobs report eased

fears that the global economy could slip back into recession. With Wall Street closed for a

holiday, however, trading was expected to remain light. Markets took heart after official data

last week showed private employers in the U.S. added 67,000 jobs in August, more than

analysts expected.

The figure bolstered optimism that the U.S. will maintain a slow but steady recovery from

last year's recession and avoid another economic contraction later this year.

By mid-afternoon in Europe, Britain's FTSE 100 index was up 0.3 percent at 5,446.17,

Germany's DAX was 0.3 percent higher at 6,153.31 and France's CAC-40 was up 0.3 percent

at 3,684.20. Asian indexes closed higher and trading on Wall Street was to remain shut for

Labor Day weekend after closing higher on Friday.

With most major governments reining in economic stimulus measures and many pushing

through austerity spending cuts to reduce deficits, investors worry the global economy would

be pushed into a double dip recession, particularly as the U.S. slows down quickly.

Because the U.S. economy is the world's largest and consumer spending there accounts for a

fifth of global economic activity, the stronger-than-expected jobs data on Friday helped calm

investors' frayed nerves after weeks of worrying indicators.

"The renewed flight to safety we have witnessed over the past month is overdone and risks an

equally large reversal when the worries over a double dip subside," analysts from Rabobank

said in a report.

"As the unexciting, steady and below-trend global recovery continues, it's important not to

confuse it with a double dip recession."

Japan's benchmark Nikkei 225 stock index climbed 2.1 percent, or 187.19, to 9,301.32 and

South Korea's Kospi rose 0.7 percent to 1,792.42.

Hong Kong's Hang Seng index added 1.8 percent to 21,355.77. Australia's S&P/ASX 200

gained 0.8 percent at 4,575.50. Markets in mainland China, Taiwan, India, Indonesia and

Singapore were also higher.

The Dow Jones industrial average jumped 1.2 percent to close at 10,447.93 on Friday. The

broader Standard & Poor's 500 Index rose 1.3 percent to 1,104.51.

Shares in the U.S. ended the week in the positive, the first time that has happened in a month.

The early gains in September mark a stark turnaround from August trade, when shares fell on

doubts about the global economic recovery.

The dollar fell to 84.24 yen from 84.27 yen on Friday. The euro was slightly lower at $1.2880

from $1.2895.

Benchmark oil for October delivery was down 40 cents at $74.20 a barrel in electronic

trading on the New York Mercantile Exchange. The contract fell 42 cents to settle at $74.60

on Friday.

Jargon refers to technical terms or specialized vocabulary. Some of the technical terms

mentioned above are “rode momentum, Kospi, FTSE, CAC, DAX, calm investors' frayed

nerves, etc.” More complex words and phrases are written in the above article and this

reduces the level of readability when read by a common man. The above article is well

written, however, the reader of the article should have a certain amount of knowledge in the

field of stock trading and world financial markets.

Memo:

TO : The Prof. R. K.Singh

FROM : Rajesh

DATE : Feb 16th, 2011

SUBJECT : World Markets Rise As Double-Dip Fears Ease.

As discussed during our last meeting, I have summarized a recent article on the Article

“World Markets Rise As Double-Dip Fears Ease”, for your review.

World Markets Rise As Double-Dip Fears Ease:

Master of Business Administration – Semester I

MB0039 - Business Communication (4 credits)

Assignment - Set 2

Marks 60

Note: Each Question carries 10 marks each

Q1. You are the Marketing Manager of a consumer durables company, manufacturing

washing machines. Write a routine adjustment letter to a customer in response to his

routine claim letter requesting replacement of a defective product (10 marks)

Ans:

TO: Dt: 16-08-11

Mr. Smith,6/1 Benson Cross Rd.Bangalore - 560 046

Dear Mr. Smith,

We have your letter /email of August 14th in regard to the damaged washing machine. We are very sorry indeed that it was damaged, evidently through improper packaging and/or handling.

We'll be glad to make a reasonable allowance to cover the cost of repairs, or if you do not think the washing machine can be repaired, you may return it to us at our expense and we will give your account credit for it. We will send you a new one in exchange if you desire.

We hope this settles the issue to your satisfaction.

Always in your service,

Wasim Khan

Marketing Manager

Whirlpool

Q2. Write a one page press release, highlighting the launch of an innovative new

product by your organization. (10 marks).

Ans:

FOR IMMEDIATE RELEASE

Contact : Patricia Wells Magic Moments

DY & R Public Relations Mumbai, 560 046

(080) 2521 2777 Extn. 309

NEWS RELEASE

MAGIC MOMENTS GIFT GALLERY

COMING TO BANGALORE

Mumbai, March 2008. A Mumbai based retail chain that specializes in greeting

cards, music, stationery and gift items, plans to enter Karnataka this summer, with at

least ten stores, a majority of them being located in Bangalore city.

Mr. Stanley Pinto, owner and president of Magic Moments Gift Gallery, announced

this week that potential franchisees are looking at three sites in the North Bangalore

area. Two other stores are expected to open in Mysore and Mangalore.

“What we have done is to take four businesses that are traditionally found in separate

store settings and to combine them under one roof”, says Pinto. He is of the opinion

that the stores will attract heavy traffic, since customers find one-stop shopping very

convenient.

Magic Moments specializes in 1) Greeting cards for all occasions and festivals; 2)

Music audio cassettes and CD’s of all types of music, including Indian and Western

classical, rock, pop and jazz; 3) Stationery, including hand-made paper, wrapping

paper, note books and note pads; and 4) Gift items such as curios, wall hangings,

costume jewelry and scented candles.

The press release shown above includes the following important components –

Name and telephone number of the person who can answer questions, on the top left

corner.

Date, venue and summary of the most important information in the opening

paragraph.

An emphasis on reader benefits, namely shopping under one roof.

Important information placed in the beginning of the article.

Q3. List and briefly explain ten guidelines for writing effective business reports. (10

marks).

Answer:

Business report is to provide information on business research and analysis as well as related

issues. A professional report is another form of business communication used by the

marketer. In this report, marketer provides plans, growth strategies, goals and mission of the

business. This report gives an analytical perspective of the business related issues. It contains

the information and data related to the business issues. Marketer should be able to present his

ideas in the report precisely and lucidly. There are few essential points that an entrepreneur

should keep in mind while writing effective reports.

Producing clear, effective and professional written communications is one of the ways to

differentiate the best organisations from the rest. It's also key for getting buy-in from the

business and to get your ideas across effectively.

Writing effective business reports should follows the following guidelines:

1. Know what you’re trying to achieve It’s crucial you know what your aim is. There

will be times when you’re simply giving information, but often you’ll be seeking to

influence and persuade – to get the recipient to take some kind of action. Being as

clear as possible about what your goal is will allow you to formulate key messages

that achieve it.

2. Consider your recipient/s What do they know already about your subject – and what

do they want to know? What are their concerns? What’s their attitude? Do they want

lots of detail or just an overview? What will they be doing with the information you

provide?

3. Keep it simple – less is more People are busy and don’t have time to read long

documents. Getting your point across concisely increases the chances of them reading

what you have to say and acting upon it.

4. Have a logical structure Make what you’re writing is easy to follow by structuring it

well. Have one point flow naturally into the next. Spend time planning your structure

when you start and you’ll save time at the writing stage – and the result will be better.

5. Break it up Use paragraphs, sub-headings and bullets to break up your writing. Large

slabs of text rarely get read thoroughly because they look impenetrable and

uninviting.

6. Get the tone right There are three Fs when it comes to tone: Formal, Friendly and

Familiar. Reports tend to be Formal while emails are often Friendly. Use a Familiar

tone only with friends or colleagues you know really well – it’s rarely appropriate for

business communications.

7. Make it easy to read Write in Plain English. Avoid long, complicated sentences. Go

for an average length of 17 words – with some much shorter. Use simple words and

phrases (‘use’ rather than ‘employ’, ‘now’ rather than ‘in the present situation’).

8. Use compelling language Use ‘Power Talk’ (“I’m confident you’ll find our proposal

of interest”) not ‘Wimp Talk” (“I hope you’ll find our proposal of interest”). Put your

main point at the end of the sentence where it will have the most impact. Writing with

conviction and certainty will enhance your credibility and make the recipient feel

confident about what you have to say.

9. Get your spelling and grammar right People who care about such things care a lot.

If you make mistakes in your spelling and grammar – such as using ‘they’re’ instead

of ‘their’ or ‘less’ when it should be ‘fewer’ – they’ll start to doubt the content of your

communication as well.

10. Do a final, careful check Proofread thoroughly. Print the document out – it’s easy to

miss things when doing a final check on screen. Read everything twice: once for

meaning, once looking for errors. Get someone else to read important documents as

well. They’ll spot things you missed.

Q4. You have just completed your MBA from SMU. Write a job application letter in

response to an appointment advertisement for a position in your area of specialization,

addressed to the HR Manager of the organization. (10 marks).

Ans:

The HR Manager

East West Infotainment

Bidadi Industrial Area

Bangalore 560 035

April 8, 2008

Dear HR Manager,

Sub : Application for the position of Assistant HR Manager

I am writing in response to the advertisement that you placed in Times of India.  I would like

to apply for the position of Assistant HR Manager.  I was very excited when I saw the

advertisement in the Times of India Ascent, dated April 5th, 2008, for the position of

Assistant HR Manager.

I believe that my qualifications and experience will match the needs of the above position. I

have recently completed my MBA from Sikkim Manipal University via distance education,

with specialization in Human Resources. My final MBA project was on “HR Recruiting

Policies” in Ampersand Information Systems, Bangalore. In addition, I have also worked on a

part-time basis with an IT recruitment firm in Bangalore, for around six months.

I am enclosing my resume, along with an executive summary of my project report, for your

review. I request you to give me the opportunity of an interview with you at your earliest

convenience.

Thanking you,

Sincerely,

Wasim Khan

Enclosures (2)

Q 5. What is a case-based group discussion? What are some of the skills required to

participate in a case-based GD? ( 10 marks).

Ans: Case-based GD – This type of GD is more structured and the direction of the

discussion is almost pre-determined by the identified problem. Unlike topic-based GD’s,

these GD’s essentially move towards a solution. They require less regulation of the

discussion by the moderator, since there is less scope for deviating from the topic, compared

to the topic-based GD’s.

While discussing the case-based GD’s, you will be required to assume the role of the person

in the case who needs to take a decision. In a topic-based GD, you present your own views

and opinions, without assuming the role of anybody else.

A case usually has a problem, which requires a solution or decision to be taken. Your

approach to taking the decision and your interaction with the other members of the group in

the process of taking the decision, will be evaluated by the moderator. Sometimes, the

moderator might ask you to write a summary of the case discussion at the end.

Skills required for a Group Discussion

There are certain specific parameters on which the participants of a GD are evaluated by the

moderator. They are:

1. Content

2. Communication

3. Group Behavior

4. Leadership skills

1. Content: You will be tested for what you have to say about the topic. The moderator

will test how well-versed you are with the selected topic, the extent of your knowledge and

your general awareness. So content becomes an important aspect of the evaluation process. It

is very important for you to clearly display your understanding of all the issues related to the

topic.

In a GD, the group should gain from its interaction with you, because of what you have to

contribute. You should take every opportunity to exhibit your knowledge of the topic in a

GD. However, you should limit your ideas to the topic under discussion and not go

overboard, just to show that you are well read.

2. Communication: This refers to how you say something, which is as important as what

you say. There are three aspects to communication –

i) Convey what you want to say correctly – Very often, the listener interprets the message

differently from what we intended to convey. This suggests that we have not put across our

ideas properly and correctly. One of the skills required in a GD is to ensure that there are no

such gaps during communication and to convey the message clearly, so that it is understood

in the way in which it is intended.

ii) Listen – This is as important in a GD as speaking. A GD does not mean that you have to

master the skills of speaking alone. It is as much about listening to others’ ideas, as about

telling them your ideas. You have to make sure that you focus your attention on what other

group members are saying, instead of concentrating only on speaking.

iii) Pay attention to language – Correct use of language is another important aspect of

communication. This does not mean using flowery language just to impress. It means using

words in the right context. A GD should not be a forum to show off your language or

vocabulary skills. Simple English should be used, avoiding complex words and long winded

sentences.

3. Group Behavior: This is the third parameter on which you are evaluated in a Group

Discussion. How each participant interacts with the other members of the group is very

important. Even in a real life situation in an organization, all interaction is between superiors,

peers and subordinates. You should listen to and understand the views expressed by the other

group members, integrate them with your ideas and help arrive at a consensus in the

discussion. There is also a certain etiquette, or code of conduct to be observed during a GD.

Shouting or interrupting to gain attention, or making rude remarks about others’ contributions

are to be avoided and will only disqualify your chances of success.

4. Leadership Skills: Participants with leadership skills will be easily noticed. Leadership

means showing direction to the group. It means displaying your knowledge,

communicating effectively and behaving maturely with your group members. What is

required of you is an objective and balanced approach. You have to keep in mind that you are

not participating in the GD to make any policy decisions, or to convince all your fellow group

members that your point of view is the only one that they should follow.

Q 6. Write your resume with a specific career objective, including all the other standard

components. (10 marks).

Ans.

CURRICULUM - VITAE

MD WASIM AHMAD KHAN

NEW DELHI-110025

CONTACT NO. 9310010217

E-mail: wasimsiddiqui03@gmail.com

OBJECTIVES: Looking forward for a challenging career where I can have the opportunity

to shoulder a wider set of responsibilities.

TOTAL WORK EXPERIENCE: I have more than 5 years working experience.

CURRENT WORKING DETAIL: Presently working with ILD Group of Companies,

Barakhamba Road, New Delhi since 02nd January 2007. The Company has been involved in

diversified activities and in Real Estate, currently implementing residential and commercial

projects in Delhi and NCR.

WORKING PROFILE:

Working of TDS and statuary returns.

Working of Tax and statuary returns.

Working of WCT and statuary returns.

Reconciliation of debtors & creditors Accounts.

Maintaining of Books of Account.

Preparation Bank Reconciliation Statement.

Verification of Project &, Administive Expenses.

Coordination with CRM for sales Accounting.

Maintaining of Payroll accounts, computation of Employee TDS

Along with statuary returns

Making M.I.S Reports as per the management requirement

SIX MONTH EXP IN CRM EXC ( Commercial)

Coordination between Marketing and Accounts Dept.

Cash Management handling payment and receipt.

Making & checking agreement.

Regular correspondence with clients for installments call notice

Handling the filling & documentation

PREVIOUS EXPERIENCE: Worked with M/s Hassan & Sons from 28th Feb 2004 to 31st

Des 2006. A proprietary concern deals in Manufacturing& Exporter of carpet and in the field

of real estate with housing complex in Srinagar.

WORKING PROFILE:

Maintaining Day to Day Accounting

Maintaining of Cash Book

Preparation of Party ledger

Preparation Bank Reconciliation Statement

Preparation of Party Reconciliation

Maintaining of day to day expenses.

Preparation of Salary

Preparation of Invoice, Packing List.

Worked with a C.A. firm (M/S Rafi & Associates) for One years in Computerized and

Manual accounting.

EDUCATIONAL QUALIFICATION :

B.Com. Hons. From B..R..A..Bihar University (2003)

COMPUTER SKILL: Operating System, M.S Office, Tally 9ERP and Net surfing

PERSONAL PROFILE:

Father’s Name : Late Abdul Qaiyum Khan

Date of Birth :

Marital status : Unmarried

Religion : Islam

Sex : Male

Language Known : English, Urdu, Hindi

Passport No :

Date of Issue :

Date of Expiry :

Place of Issue :

Present Salary :

Expected Salary : Negotiable

Date :

Place: New Delhi (Wasim Ahmad Khan)