Chapter 6—Delivering Good- and Neutral-News Messages
MULTIPLE CHOICE
1. Which of the following is an advantage of the direct pattern for a good-news message?
a.|The emphasis is on the writer.|
b.|The organization is persuasive and calls for action.|
c.|The receiver gets the details and explanation right away.|
d.|The good news in the first sentence puts receivers in a good frame of mind.|
ANS: D PTS: 1 REF: p. 86 MSC: Remember
2. What should the organization of business messages be based on?
a.|the direct pattern|
b.|the indirect pattern|
c.|the writer’s mood and personality|
d.|a prediction of the receiver’s reaction to the main idea|
ANS: D PTS: 1 REF: p. 90 MSC: Remember
3. Which statement about strategies for structuring effective good- and neutral-news messages is true?
a.|The strategies should be consistent throughout your writing.|
b.|The strategies vary dramatically from one company to another.|
c.|The strategies can generally be applied to cultures around the world.|
d.|The strategies are generally consistent among North American audiences.|
ANS: D PTS: 1 REF: p. 90 MSC: Remember
4. You are writing to ABClothes.com to request an exchange for an ordered shirt that was recently sent to you in the incorrect size. What type of message will it be?
a.|a routine claim|
b.|a goodwill message|
c.|a persuasive request|
d.|a negative news message|
ANS: A PTS: 1 REF: p. 90 MSC: Higher Order
5. How does the tone of a letter differ from that of other communication channels?
a.|Emails are more formal than letters.|
b.|Memos are more formal than letters.|
c.|Letters are less formal than memos.|
d.|Letters are more formal than emails.|
ANS: D PTS: 1 REF: p. 91 MSC: Remember
6. How are memos and emails different from letters?
a.|They are less formal in tone.|
b.|They are more formal in tone.|
c.|They are subject to less grammatical scrutiny.|
d.|They are written to employees within a company.|
ANS: A PTS: 1 REF: p. 91 MSC: Remember
7. Mary has a neutral message to deliver to a co-worker. What delivery options would be the most effective and efficient?
a.|letter, email, or telephone|
b.|memo, email, or telephone|
c.|letter, telephone, or in person|
d.|memo, instant message, or letter|
ANS: B PTS: 1 REF: p. 91-92 MSC: Higher Order
8. Which type of channel could you use if you need to convey information that contains good- or neutral-news?
a.|e-mail, memos, or voice mail|
b.|e-mail but not letters or voice mail|
c.|letters but not e-mail or voice mail|
d.|e-mail and letters but not voice mail|
ANS: A PTS: 1 REF: p. 92 MSC: Remember
9. Which of the following best details the direct pattern for a good-news message?
a.|Start with the main idea and leave out the details or explanation.|
b.|Start with a friendly thought, provide details, and end with the main idea.|
c.|Begin with the main idea, provide details, and end with a friendly closing.|
d.|Begin with the details, state the main idea, and end with a friendly closing.|
ANS: C PTS: 1 REF: p. 92 MSC: Remember
10. Which of the following is recommended when writing an appreciation message?
a.|Use slight overstatements to communicate how pleased you are.|
b.|Consider sending a copy of the message to the individual’s supervisor.|
c.|Time the message to arrive two to three weeks after the action or event.|
d.|Avoid specific remarks about the receiver’s performance or achievement.|
ANS: B PTS: 1 REF: p. 94 MSC: Remember
11. Your employees have worked hard to successfully complete a project for a large advertising client. What is the best way for you to express thanks to the staff?
a.|Post a note on the company intranet.|
b.|Send an email immediately to all staff.|
c.|Thank them at the staff meeting next month.|
d.|Ask your secretary to post a memo in the lunchroom.|
ANS: B PTS: 1 REF: p. 94 MSC: Higher Order
12. How is a customer likely to receive a sincere apology message for a mistake?
a.|as a negative news message|
b.|as a misdirected communication|
c.|as an attempt to preserve a relationship|
d.|as an unwelcome message|
ANS: C PTS: 1 REF: p. 95 MSC: Remember
13. Ignacio is asking for a refund or a replacement for a recently purchased laptop that is defective. What would his request be considered?
a.|a complaint|
b.|a routine claim|
c.|a persuasive claim|
d.|a negative news message|
ANS: B PTS: 1 REF: p. 96 MSC: Higher Order
14. What type of claim is related to product warranties, guarantees, or contractual conditions?
a.|routine|
b.|indirect|
c.|persuasive|
d.|negative news|
ANS: A PTS: 1 REF: p. 96 MSC: Remember
15. When writing a routine claim, how should the message begin?
a.|with a request for action|
b.|with a demand for a refund|
c.|with the details and explanation|
d.|with an expression of appreciation|
ANS: A PTS: 1 REF: p. 96 MSC: Remember
16. Which of the following is poor advice for writing a routine claim?
a.|Use the direct approach.|
b.|Avoid an accusatory tone.|
c.|Use a persuasive, forceful tone.|
d.|Assume the request will be granted.|
ANS: C PTS: 1 REF: p. 96 MSC: Remember
17. After considering a customer’s request for a partial refund due to repeated repairs on one of your products, you have decided to comply. What should you exclude from your adjustment message?
a.|resale or sales promotional material|
b.|an attempt to regain possible lost goodwill|
c.|a statement that “the claim is being granted”|
d.|a statement that this is "a fair response to a legitimate request"|
ANS: C PTS: 1 REF: p. 96-97 MSC: Remember
18. Which of the following best describes the structure of a routine request message?
a.|It requires a forceful approach.|
b.|It is short in length.|
c.|It is lengthy.|
d.|It begins with details and explanations.|
ANS: D PTS: 1 REF: p. 99 MSC: Remember
19. Which sentence is a good example of an opening sentence for a favourable reply to a routine request?
a.|Thank you for your writing.|
b.|I have received and reviewed your recent request.|
c.|We can definitely assist you in organizing your conference at the Ritz-Carlton.|
d.|Before I respond to your questions, please let us know the number of rooms you require.|
ANS: C PTS: 1 REF: p. 100 MSC: Higher Order
20. Which of the following is NOT recommended when preparing form messages?
a.|Use good quality paper and a high quality printer.|
b.|Save time and money using mass-produced mailing labels.|
c.|Use stored paragraphs that are selected according to the situation.|
d.|Add variables to the standard text to tailor the message to the individual.|
ANS: B PTS: 1 REF: p. 103 MSC: Remember
21. Which of the following does NOT require a personalized acknowledgment message?
a.|routine order|
b.|custom order|
c.|delayed order|
d.|initial order from a customer|
ANS: A PTS: 1 REF: p. 103 MSC: Remember
22. Ola Jensen has placed her first order with your company. What is the best way of letting her know you received her order?
a.|Send her a copy of the sales order.|
b.|Send her sales promotional material.|
c.|Send her a pre-printed form letter acknowledging the order.|
d.|Send her an individualized acknowledgment message about her order.|
ANS: D PTS: 1 REF: p. 103 MSC: Higher Order
23. What will a well-written message acknowledging a customer’s order usually result in?
a.|goodwill|
b.|less orders from the customer|
c.|a decrease in the cost of doing business|
d.|the customer asking to be removed from the mailing list|
ANS: A PTS: 1 REF: p. 103 MSC: Remember
24. You have been asked to provide a credit reference for a customer. Which of the following should be part of your written response?
a.|your personal opinions about the customer|
b.|a statement as to whether the customer is a good credit risk|
c.|copies of sales transactions the customer completed with your company|
d.|a general statement about the customer’s credit history, followed by supporting details|
ANS: D PTS: 1 REF: p. 103 MSC: Remember
25. Manuel, a credit supervisor, must write a letter informing a new client that her credit application has been approved. What writing pattern should he use?
a.|routine, because he writes these kinds of letters every day|
b.|indirect, because he needs to give her an explanation first|
c.|persuasive, because he needs to confirm her choice of products|
d.|direct, because he wants to give her the good news right away|
ANS: D PTS: 1 REF: p. 104 MSC: Higher Order
26. How should you structure a message extending credit to a client?
a.|The writer should explain the credit terms.|
b.|The writer should include the penalty fee for a late payment.|
c.|The writer should be positive and encourage additional business.|
d.|The writer should organize the message using the indirect pattern.|
ANS: D PTS: 1 REF: p. 104-105 MSC: Remember
27. Which of the following are the most frequently used channels for communicating standard operating procedures and other instructions to employees?
a.|reports and letters|
b.|company wikis and blogs|
c.|memos and email messages|
d.|face-to-face meetings and training sessions|
ANS: C PTS: 1 REF: p. 106 MSC: Remember
28. A company has decided to require all employees to wear picture ID badges starting next week. Numerous steps are involved in getting a photo ID. What should the manager do to explain the procedure to employees?
a.|Arrange one-on-one meetings with all employees.|
b.|Email details about the procedure to all employees.|
c.|Schedule a company-wide meeting to explain the procedure.|
d.|Send each employee a form letter to his or her home explaining the new procedure.|
ANS: B PTS: 1 REF: p. 106 MSC: Higher Order
29. Which of the following could lead to an ineffective procedural message?
a.|if active voice and action verbs are used|
b.|if the procedures are tested by just the writer|
c.|if a flow chart is used to show complex procedures|
d.|if each step of the procedure is numbered in order of completion|
ANS: B PTS: 1 REF: p. 107 MSC: Remember
30. Which technique is most useful when writing complex procedures that should be completed in a particular order?
a.|Number the steps.|
b.|Use passive voice.|
c.|Prepare a flowchart or diagram.|
d.|Put the procedures in bullet format.|
ANS: C PTS: 1 REF: p. 107 MSC: Remember
TRUE/FALSE
1. Neutral messages contain content that is NOT likely to generate an emotional message from the receiver.
ANS: T PTS: 1 REF: p. 90
2. Choosing the direct or indirect pattern for organizing business messages depends on the probable reaction of the receiver to the message.
ANS: T PTS: 1 REF: p. 90
3. Because message expectations and social conventions differ among cultures, effective communicators adapt their strategies when communicating with various audiences.
ANS: T PTS: 1 REF: p. 90-91
4. Deciding between the direct pattern and the indirect pattern is less important when writing an email message when compared to memos or letters.
ANS: F PTS: 1 REF: p. 90-92
5. Memorandums, or memos, are appropriate for communication both inside and outside a company.
ANS: F PTS: 1 REF: p. 91
6. The three steps in the direct pattern highlight the requirement for a three-paragraph document format.
ANS: T PTS: 1 REF: p. 92
7. Good- or neutral-news messages follow a direct pattern in which the message begins with the main idea.
ANS: T PTS: 1 REF: p. 92
8. An advantage of the direct organization of good- or neutral-news messages is that it helps receivers save time because they can understand the main idea and then move quickly through the details.
ANS: T PTS: 1 REF: p. 92
9. Depending on the situation, a thank-you message can be handwritten, printed on letterhead, or sent electronically.
ANS: T PTS: 1 REF: p. 94
10. Goodwill messages can be designed to build strong, lasting relationships among employees, clients, customers, and various other groups.
ANS: T PTS: 1 REF: p. 92
11. Appreciation letters that include exaggerated language and unsupported statements may raise questions about the sender's motive.
ANS: T PTS: 1 REF: p. 94
12. Use generic expressions and general comments when writing appreciation letters.
ANS: F PTS: 1 REF: p. 94
13. The strategies for routine claims and persuasive claims differ because with a persuasive claim, a request will likely be granted only after explanations and arguments have been presented.
ANS: T PTS: 1 REF: p. 96
14. An attempt at resale or sales promotion is inappropriate in a favourable response to a claim message.
ANS: F PTS: 1 REF: p. 97
15. The impersonal nature of form letters makes them inappropriate for business purposes.
ANS: F PTS: 1 REF: p. 103
16. An acknowledgment message is sent to indicate an order has been received and processed.
ANS: T PTS: 1 REF: p. 103
17. When asked to provide credit information about an account holder, good advice is to report only facts and avoid opinions about the applicant.
ANS: T PTS: 1 REF: p. 103
18. Personalized form letters are a fast and efficient means to send frequently recurring messages that will likely result in a neutral or favourable reaction from the receiver.
ANS: T PTS: 1 REF: p. 103, 105-106
19. Memos or email messages are the most frequent methods for sharing procedures and instructions for internal business communication when a written record is needed.
ANS: T PTS: 1 REF: p. 106
20. Asking a colleague or employee to walk through the steps outlined in a procedural document is recommended prior to finalizing the document.
ANS: T PTS: 1 REF: p. 107
SHORT ANSWER
1. What questions should you ask yourself in order to determine an appropriate communication channel for a particular message?
ANS:
You must decide if the message requires a formal or informal channel and whether it will be shared inside or outside the organization. You should ask yourself these questions:
1.|What is the purpose of the communication? If the message is straightforward and meant for an internal audience, then an e-mail or a memo could be appropriate.|
2.|Is the information personal or confidential? If so, a memo or e-mail may not be preferred, and a letter might be better if the message is going to someone outside the organization.|
3.|Could you communicate this information more effectively by telephone, in person, or through a written document?|
4.|Is the use of this communication tool or written format an avoidance mechanism? If so, you should think through why you want to avoid the situation and rethink the communication vehicle that would be the most appropriate for your message.|
PTS: 1 REF: p. 91
2. List the steps in the direct pattern used for good- and routine-news messages. Explain why the direct pattern is recommended for these messages.
ANS:
The steps in the direct pattern are
1.|State the pleasant or main idea.|
2.|Provide details or the explanation.|
3.|Remind the receiver of the good news or main idea or include a future-oriented closing thought.|
The direct pattern is recommended for good- and routine-news messages because the receiver is expected to find the message pleasing or acceptable, which should result in a favourable response or action.
PTS: 1 REF: p. 91-92
3. You have just received your cell phone bill, and realized that you have been charged this month and for several previous months for a calling feature you did not authorize. You called the cell phone provider but were told that only the charge for this month can be credited. You are planning to write a letter to get your bill adjusted. What tone should your letter have? Why?
ANS:
Since your assumption is that the cell phone company wants to be fair to customers, your tone should be positive and factual. Using a forceful, accusatory tone will only worsen the situation and cause a defensive response to your request.
PTS: 1 REF: p. 96
4. Explain what is meant by resale and sales promotional material. How are they different from sales messages?
ANS:
Resale refers to a discussion of goods or services already bought. Sales promotional material refers to statements made about related merchandise or services. Both of these messages can be effectively used when responding to a request for an adjustment. They remind the customer that they made a good choice in selecting the product or service. Such subtle sales messages are more likely to be read than direct sales messages.
PTS: 1 REF: p. 97
CASES
1. Customer Requests Information for Returning Product
The customer service department of Software Solutions received a letter from Latif Ahmed stating that he placed an order for the AccTabs accounting software and instead received a software package called ThirdWave. He would like to receive a UPS account number to use when returning the product so that he will not have to pay the shipping, as well as instructions for packaging and labelling the returned product.
Required:
Write an e-mail message as the customer service manager of Software Solutions responding favourable to Mr. Ahmed’s requests. Include an appropriate subject line and message body in your solution.
ANS:
The subject line should be descriptive of the situation (example: UPS Instructions for Returned Merchandise).
The body of the message should be written directly, beginning with the statement that the company is glad to assist with the UPS return of the unordered merchandise. A list of instructions should follow, including the account information needed for the return. Action verbs should be used.
A positive statement about a new software title that is about to be released or other related products should be included.
The message should end with a positive, forward-looking idea.
A complimentary close such as sincerely or thank-you should be followed by your name and signature file information.
PTS: 1 REF: p. 96-97
2. Crafting an Effective Claim Request
Analyze the following routine claim letter and make needed revisions.
Dear Mr. Ortiz:
Eight months ago, I purchased the Wireless-G Broadband Router (2.4 GHz), Model No. WRT54G, from your company. After only eight months of use, it no longer works. It quit working while I was in the middle of a huge project, and the delay cost me hundreds of dollars.
Since this product came with a year warranty, I am upset that it quit working after less than a year. It must be defective. I have the receipt for purchase and want a replacement immediately. The router problem has already cost me time and money. If I don’t receive a replacement or refund immediately, I will not buy your products in the future.
Please send a replacement router via express delivery to the address on this letterhead.
Thank you.
ANS:
Revise the letter using a positive tone that assumes the router will be replaced since it is still under warranty.
Place the request for replacement in the first sentence. Provide an explanation of the problem with the router. Explain that it is still under warranty.
Avoid using a writer-centred, demanding tone. Assume that the request will receive appropriate action.
End on a positive note, thanking the reader for quickly shipping the replacement.
A proposed solution follows:
Dear Mr. Ortiz:
Please send me a replacement for the Wireless-G Broadband Router (2.4 GHz) Model No. WRT54G that I purchased eight months ago. I believe the product, which came with a one-year warranty, is defective.
A copy of my receipt in enclosed. Please ship the replacement router this week to the address listed at the top of this letterhead. I would appreciate express delivery. I am currently facing several work-related deadlines and need a router as soon as possible to complete my projects.
Because your company is ranked high for quality products and excellent customer service, I anticipate that my request will be processed as quickly as possible. I’m hoping to use the new router next week, if not sooner.
Sincerely,
PTS: 1 REF: p. 96-97
3. Extension of Credit to InfoSearch
You have received a request for credit from a company called InfoSearch for online databases available from your company. You are a vendor for information databases, and subscribers to your services may purchase 12-month access to this information. You offer various service packages that provide access to specific databases. InfoSearch wants the Premier Package which allows access to a selection of your company’s available databases. The extension of credit will allow InfoSearch to order additional levels of service as needed and pay for them on a monthly basis.
Required:
Send a letter, stating that credit is granted, to Olena Androgenski at InfoSearch.
ANS:
The body of the message should be written directly, beginning with the extension of credit and the reason for the credit approval.
Introduce the credit terms for the annual subscription to the Premier Package. Include resale to remind InfoSearch of the wealth of information available through your online databases. Include a positive statement of a new database that will soon be available to subscribers to the Premier Package.
End the letter with a positive, forward-looking idea of an on-going business relationship.
A proposed solution follows:
Dear Ms. Androgenski:
We’re pleased to welcome you as a new subscriber to our Premier Package, one of the best bargains in functional collections of research databases available today. Our databases offer current information from thousands of quality sources that cover every topic imaginable. In fact, we’re ranked among the top database vendors for comprehensive information and quality service.
The subscription to the Premier Package will be effective immediately to your company. Because of the excellent credit rating for InfoSearch, we’ll start your service today, with monthly billing sent electronically at the beginning of next month. Simply submit payment within ten days after billing to avoid late fees. You may add additional services as needed. Should you choose to cancel your annual subscription, please notify us within 30 days of the expiration date. We will continue your subscription next year unless notified. It’s as simple as that! No hassle with annual renewals - you’ll get uninterrupted service from an excellent provider.
Next month, we’ll be adding two new databases to our Premier Package. As a new subscriber, you can automatically take advantage of these. You’ll always get the latest information available because we make it our job to stay on top of current electronic sources. You’ll benefit by this as we regularly add new databases to our Premier Package services.
Our customer service representatives are available 24/7 to answer your questions. After all, providing and accessing information is our number one goal. We’re here when customers need us. Enjoy your new subscription today, and call if you need us.
PTS: 1 REF: p. 104-105 