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MARKETING 2nd

Year of Studies

1st

HomeworkDeadline 5 November 2013

1. When using the three-step writing process, keep in mind that you shoulda. Allot roughly half of your time to the planning stageb. Complete the steps in the order and as outlined in this chapterc. View it as a list of how-to directivesd. Do all of the above

2. If you were to write a letter to a manufacturer complaining about a defective product and askingfor a refund, your general purpose would be

a. To informb. To persuadec. To collaborated. To entertain

3. Which of the following is not a question to ask when considering whether to pursue yourpurpose?a. Is the purpose realistic?b. Is the right person delivering the message?c. Is the purpose acceptable to your organization?d. Have I chosen the right medium for delivering the message?

4. When developing an audience profile, it is important to identify the audiencea. Primaryb. Totalc. Marginald. Popular

5. Which of the following is not an informal way to gather information that will satisfy youraudiences needs?

a. Read material in your companys files, such as reports and news releasesb. Conduct an Internet search of material relevant to your topicc. Chat with supervisors, fellow workers, or customersd. Mentally put yourself in the audiences shoes and consider what they migh t be thinking,

feeling or planning

6. If you realize you have given your audience incorrect information, the most ethical action wouldbe to

a. Say nothing and hope no one noticesb. Wait until someone points out the error, then acknowledge the mistakec. Announce to the world that you have made a mistake and apologize to anyone who may

have been affected

d. Contact the audience immediately and correct the error7. If you need to get an urgent confidential message to a colleague in Hong Kong, your best choice

of communication medium would be

a. A fax

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b. An airmail letterc. An e-maild. A voice mail

8. Which of the following sentences best exemplifies the you attitude?a. You made a mistake in the order you sent me.b. Although the plaid shirt you ordered is currently out of stock, a new shipment is due next

week, and you can expect to receive your shirt in 10 to 14 days.

c. I know I promised you the report by Tuesday, but you wont get it until Friday.d. If you had packed the items correctly, they wouldnt have been damaged in shipping.

9. An employee made a major spelling mistake in an important brochure, and now the brochuresmust be corrected and reprinted. Your message to the employee should focus on

a. How much money the mistake has cost the companyb. What a poor speller the employee isc. How the employee had better shape up or elsed. What the employee can do to prevent such mistakes in the future

10.You need some promised sales data from a colleague for a report thats due tomorrow, but shehasnt responded to your e-mails over the past week. Which of the following would be the most

effective message to leave?

a. Hey, Jean, its Lee. Can you get me those sales figures by 4 oclock? I know youre busy, butIll owe you one! Please call me back at extension 445.

b. Hey, Jean, where the heck are you? Dont you ever read your e-mail? I really have to havethose sales figures today. Its now or never!

c. Jean. Its Lee. Im under the gun here for that report and youre not doing me any favoursby waiting until the last minute with those sales figures. I need em now!

d. Jean. Its Lee. Please call me back as soon as you get this. Its very important that I talk toyou.

11.More companies are reaching out to audiences through their websites. Go to the PepsiCo atwww.pepsico.comand follow the link to the latest annual report

(http://www.pepsico.com/annual11/downloads/pepsico_proxy_2012.pdf). Locate and read the

chairmans letter, then answer the following questions: Who is the audience for this message?

What is the general purpose of this message? What do you think this audience needs to know

from the chairman of PepsiCo? How does the chairman emphasize the positive in this letter?

Summarize your answers in a brief (one-page) memo.

http://www.pepsico.com/http://www.pepsico.com/http://www.pepsico.com/annual11/downloads/pepsico_proxy_2012.pdfhttp://www.pepsico.com/annual11/downloads/pepsico_proxy_2012.pdfhttp://www.pepsico.com/annual11/downloads/pepsico_proxy_2012.pdfhttp://www.pepsico.com/annual11/downloads/pepsico_proxy_2012.pdfhttp://www.pepsico.com/