21
52) If you have strongly negative information to deliver as part of a positive message, you should
A) open with the negative information.
B) use the indirect approach.
C) put the negative information in a separate message.
D) apologize for having to spoil the moment.
E) put it at the beginning of the message.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Describe strategies for developing routine and positive messages
53) In corresponding with customers, making statements such as, “Thank you for purchasing the
most durable notebook computer you can buy” is
A) to be avoided in routine positive messages.
B) a good way to build customer relationships.
C) an important part of all negative responses to claim letters.
D) insulting and self-serving, unless you include a check or a free product.
E) most effective in an indirect message.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing routine and positive messages
54) The close of a routine reply or positive message should
A) clearly state who will do what next.
B) explain the reasons for any negative information you have included.
C) offer an explanation for why this decision was made.
D) create some ambiguity, so the audience will be more likely to contact you.
E) offer a resale opportunity.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
22
55) The closing section of a positive message
A) highlights a benefit to the audience or expresses goodwill.
B) states the main idea.
C) is the longest part.
D) provides resale information.
E) should usually include humor or a personal comment.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
56) When you’re writing to acknowledge a customer’s order, include a ________ to assure the
customer that he/she has made good purchase.
A) resale comment
B) discount coupon
C) price list for other products
D) self-addressed stamped envelope
E) copy of a press release
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
23
57) When you’re writing a routine reply to a positive message, your readers will generally be
________ what you have to say; therefore, you can use the ________ with a routine reply or
positive message.
A) interested in; direct approach
B) resistant to; indirect approach
C) skeptical of; direct approach
D) in tune with; indirect approach
E) oblivious to; direct approach
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
58) Most routine informative messages have a ________ tone.
A) positive
B) relational
C) neutral
D) dogmatic
E) negative
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
59) The opening of a routine or positive message should be
A) brief and enigmatic.
B) terse and demanding.
C) wordy and indirect.
D) clear and concise.
E) direct and informal.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
24
60) When responding positively to a request, the goal is to
A) increase future sales.
B) leave the reader with a good impression of you and your firm.
C) imply good news without clearly stating it.
D) answer the most important questions.
E) provide details that will help the reader make a decision.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
61) The best opening for a positive message includes the single most important information you
need to give the audience.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing routine and positive messages
62) A routine positive message should never include negative information.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
25
63) You’re preparing an internal blog post about this year’s annual company picnic. The message
is generally positive, but you need to say that—unlike past picnics—the event will not be
catered. What approach is best for conveying mildly disappointing information such as this in the
context of a positive message?
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Describe strategies for developing routine and positive messages
64) What three goals should you have when answering routine requests and a potential sale is
involved?
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
65) The categories of routine replies and positive messages include all of the following except
A) answering requests for information and action.
B) granting claims and adjustments.
C) refusing applicants’ résumés.
D) sending goodwill messages.
E) providing recommendations.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
26
66) Which of the following will not help you write routine messages that promote goodwill?
A) providing information your readers may find helpful
B) focusing on your audience
C) including a sales pitch with every routine message
D) maintaining a positive tone
E) offering suggestions for areas of improvement
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing routine and positive messages
67) When you’re writing a message of appreciation,
A) keep it detailed and heartfelt.
B) avoid drawing attention to specific circumstances.
C) mention the names of those whom you want to acknowledge.
D) send it electronically whenever possible.
E) identify any negative results and suggestions for correcting them.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing routine and positive messages
68) As a rule, social media releases do not include
A) social networking links.
B) long narrative paragraphs.
C) Twitter-ready statements.
D) share-ready content.
E) direct-to-consumer news.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing routine and positive messages
27
69) Direct-to-consumer news releases are
A) specialized documents used to share relevant information with the news media.
B) compliance documents written for governmental regulatory agencies.
C) financial statements intended for the use of top corporate managers.
D) general purpose tools for communicating directly with customers and other audiences.
E) Twitter-ready statements.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
70) When you’re responding to a complaint from a customer,
A) deflect the blame up the supply chain.
B) maintain a professional demeanor.
C) counter the complaint with logical arguments.
D) imply that the customer is at fault.
E) promise the issue will not happen again.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
71) When answering requests and a potential sale is involved, one important goal is to
A) leave your audience with a good impression of you and your firm.
B) provide negative information about any possible competitors.
C) use hard sell techniques to pressure the reader into making the purchase.
D) answer only those questions that present your product or firm in a positive light.
E) encourage an immediate sale by offering an incentive for an immediate purchase.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
28
72) In most companies, news releases are
A) written by interns or marketing trainees.
B) tools for communicating directly with consumers.
C) considered social media releases that can be shared on microblogs.
D) prepared or supervised by specially trained writers in the public relations department.
E) written differently than a social media release.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
73) When responding to a customer’s request for an adjustment, it is usually sensible to assume
that
A) if you handle the situation well, the customer will be even more loyal than before.
B) the customer’s account of the situation is exaggerated.
C) the customer is hostile.
D) the customer is trying to pull a fast one.
E) the customer will no longer do business with you, even if you grant the request.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
29
74) When responding to a customer’s complaint about one of your company’s services, you
should
A) soften the situation with excuses such as “Nobody’s perfect” or “Mistakes will happen.”
B) use a generous, grudging tone.
C) use a standard form letter, with blanks left for filling in unique information in neat
handwriting.
D) avoid blaming anyone in your organization by name.
E) always find a way to blame the customer for the problem.
AACSB: Written and oral communication
Difficulty: Difficult
Classification: Application
Learning Outcome: Describe strategies for developing routine and positive messages
75) If you’re responding to a claim and your company is at fault, it is best to
A) avoid sympathizing with the customer, since it can lead to lawsuits.
B) do all you can to discourage further correspondence.
C) take (or assign) personal responsibility for setting matters straight.
D) be vague about when the claim may be resolved.
E) wait at least two weeks before you respond.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Describe strategies for developing routine and positive messages
30
76) If you plan to grant a claim made by a customer who is clearly at fault,
A) pinpoint the customer’s shortcomings to discourage future mistakes.
B) discourage future mistakes without insulting the customer.
C) scold the customer to discourage future mistakes.
D) post the situation on social media to discourage future mistakes.
E) tell the customer he or she is lucky you are granting the claim.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Application
Learning Outcome: Describe strategies for developing routine and positive messages
77) When responding to a request for adjustment when a third party is at fault, the best approach
is to
A) refuse the claim and suggest that the customer sue the third party.
B) refuse the claim but forward the paperwork to the third party.
C) avoid placing blame and focus on the solution.
D) advise the customer never to do business with that third party again.
E) refuse the claim but assure the customer that you will never do business with the third party
again.
AACSB: Written and oral communication
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Describe strategies for developing routine and positive messages