59) Which of the following should the close of a routine reply include if follow-up action is
needed?
A) A sincere thank you
B) A detailed explanation of why the follow-up is needed
C) A clear statement of who will do what and when
D) An acknowledgement of the help the audience will give in the follow-up
E) Details of the follow-up action needed
60) In a positive message, present the main idea
A) in the first sentence of the middle paragraph.
B) at the end of the middle paragraph.
C) right at the beginning of the letter.
D) in the last sentence of the letter.
E) just before the courteous close.
61) If you have mildly disappointing information to deliver as part of a positive message, you
should
A) put the negative information in a favorable context.
B) simply omit it from the message.
C) put the negative information first.
D) put the negative information last.
E) put the negative information at the end of the middle paragraph.
62) When you’re writing a routine reply to a positive message, your readers will generally be
________ what you have to say, so you can use the ________ in your reply.
A) interested in; direct approach
B) resistant to; indirect approach
C) disinterested in; direct approach
D) in tune with; indirect approach
63) If you have strong 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) hint at the negative information to soften the blow.
64) 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) an avoidance technique.
E) viewed as superficial and somewhat insulting by the reader.
65) The close of a routine reply or positive message where more action is needed 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) include a list of deadlines and desired outcomes.
66) 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) explains the consequences of noncompliance.
67) 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) price list for competitors’ products
68) 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) printed for use in newspapers.
69) Readers receiving routine replies are generally interested in what you have to say, so the
direct approach will work best with these types of messages.
70) The best opening for a positive message includes the single most important information you
need to give the audience.
71) A routine message should never include negative information.
72) What three goals should you have when answering routine requests and a potential sale is
involved?
73) Discuss the goals when writing a positive response to a request or sending a goodwill
message.
74) 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?
75) How should the close of a positive or routine message be handled if there is follow-up action
needed?
76) When should the direct approach be used if responding to a request for information or
action?
A) When you want to include resale information
B) When you need to deny a request
C) When follow-up will be needed
D) When you want the reader to feel favorably about doing business with you
E) When the expected answer is yes, or otherwise straightforward
77) Which of the following is one of the goals of responding to a request when a sale is
involved?
A) Eliminate any resale information
B) Respond and answer all questions
C) Provide simple yes or no responses
D) Avoid a specific response to any complaints
E) Explain third party relationships
78) Which of the following should be one of your goals when responding to a customer
complaint?
A) Explain how you plan to resolve the situation
B) Use a colleague’s name to indicate exactly who was at fault
C) Include an exaggerated, clear apology
D) Tell the customer what they did wrong and how to avoid the problem in the future
E) Make any type of promise that will make the customer happy
79) Which of the following should be one of your goals when responding to a customer
complaint?
A) Tell the customer what they did wrong and how to avoid the problem in the future
B) Follow up to make sure your response was correct
C) Use a colleague’s name to indicate exactly who was at fault
D) Cite the company’s policy for complaints
E) Sympathize with the customer for the poor service
80) How is writing a traditional press release different than other positive messages?
A) You are writing to a specific audience
B) You are writing to the ultimate audience
C) You are writing to a larger audience
D) The details are first, then the good news
E) You are trying to spark the interest of an intermediary
81) When you’re writing a message of appreciation
A) keep it brief and superficial.
B) avoid drawing attention to specific circumstances.
C) mention the names of those whom you want to acknowledge.
D) give yourself a “pat on the back” for taking the time to recognize a job well done.
E) keep the message vague and general.
82) 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) content that can be reused in blog posts
83) 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) ensure the problem will not happen again.
84) 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) explain the flaws in competitors’ products.
E) include a deadline to encourage more frequent sales.
85) 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.
86) Most routine informative messages have a(n) ________ tone.
A) positive
B) relational
C) neutral
D) dogmatic
E) adversarial
87) 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) identify who is specifically to blame.