978-0073403267 Chapter 24 Appendixes Part 1

Type

Solution Manual

Book Title

Business Communication: Building Critical Skills 6th Edition

ISBN 13

978-0073403267

978-0073403267 Chapter 24 Appendixes Part 1

April 6, 2019

Module 24 - Long Reports

Part 3:

Appendix 24-A: A Long Report Example

How the Campustown Redwood and Ross Store

Can Increase Sales to

University of Illinois

Undergraduate Men

Prepared for

Mark Hoover

Manager

Campustown Redwood and Ross

Champaign, Illinois

Prepared by

Deanna Chapman

Champaign, Illinois

December 10, 2001

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Module 24 - Long Reports

Appendix 24-B: A Long Report Example

405 East University Avenue

Champaign, IL 61820

December 10, 2001

Mr. Mark Hoover

Manager

Campustown Redwood and Ross

519 East Green Street

Champaign, IL 61820

Dear Mark:

Here is the report you asked for September 25 about ways Redwood and Ross could increase its sales to

University of Illinois undergraduate men.

To increase sales, you should

• Train all salesclerks to be more helpful, friendly, and courteous to the customers.

• Target sales to fraternity members and freshmen.

Sincerely,

Deanna Chapman

555-1234

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Module 24 - Long Reports

Appendix 24-C: A Long Report Example

Table of Contents

Letter of Transmittal........................................................................................................................................ i

Executive Summary........................................................................................................................................ iii

Introduction ................................................................................................................................................... 1

Purpose ................................................................................................................................................... 1

Scope....................................................................................................................................................... 1

Methodology........................................................................................................................................... 2

Limitations.............................................................................................................................................. 3

Assumptions........................................................................................................................................... 4

Redwood and Ross's Campustown Store........................................................................................................ 4

Redwood and Ross's Product Line......................................................................................................... 4

Redwood and Ross's Prices.................................................................................................................... 4

Redwood and Ross's Advertising........................................................................................................... 5

Problems Facing Redwood and Ross..................................................................................................... 5

Reasons for Redwood and Ross's Low Sales................................................................................................. 5

Campustown Market Potential for Men's Clothes................................................................................. 6

Perceptions of Redwood and Ross's Products........................................................................................ 7

Competitive Advantages......................................................................................................................... 8

Importance of Service, Atmosphere, and Location......................................................................... 9

Redwood and Ross's Rating on Service, Atmosphere, and Location............................................. 10

Awareness of Redwood and Ross .......................................................................................................... 11

Name Recognition........................................................................................................................... 12

Awareness of Redwood and Ross's Characteristics........................................................................ 12

Potential Markets for Redwood and Ross....................................................................................................... 12

Fraternity Members................................................................................................................................ 12

Freshmen................................................................................................................................................. 13

Advertising Strategies for Redwood and Ross............................................................................................... 13

Recommendations........................................................................................................................................... 16

Note ................................................................................................................................................................ 17

Appendix A Clothing Store Questionnaire................................................................................................... 18

Appendix B Tally of Responses to Questionnaire........................................................................................ 20

Appendix C Responses to Open-Ended Question........................................................................................ 26

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Module 24 - Long Reports

Appendix 24-D: A Long Report Example

List of Illustrations

Table 1 Clothes Cost Twice as Much at Redwood and Ross....................................................................... 5

Figure 1 Quality Matters Most to Undergraduate Men................................................................................. 7

Table 2 Most Students Depend on Parents for Income................................................................................ 9

Figure 2 Students Prefer Buying Clothes at Home or in the Mall................................................................. 11

Table 3 Students Rely on Newspapers for Ads............................................................................................ 14

Figure 3 Most Students Read The Daily Illini at Least Once a Week........................................................... 15

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Module 24 - Long Reports

Appendix 24-E: A Long Report Example

How the Campustown Redwood and Ross Store

Can Increase Sales to University

of Illinois Undergraduate Men

Executive Summary

The Campustown Redwood and Ross store can increase sales to University of Illinois undergraduate

men by training all salesclerks to be more helpful, friendly, and courteous; by targeting sales to fraternity

members and freshmen; by running ads in The Daily Illini on Fridays stressing the style and quality of

Redwood and Ross's products and stating the store hours and location; and by advertising special sales so that

price-conscious students go into the store and become familiar with it.

The sales potential for Campustown men's stores is high. Only four stores share the area, approximately

70% of the men I surveyed shopped for clothes in the C-U area in the past year. Seventy percent of the

undergraduate men on campus represents a potential market of 14,000 students.

The students I surveyed like the style and quality of Redwood and Ross's clothing, though they believe

that prices are too high. Men rate Redwood and Ross as only "average" on service, a quality that is important

in determining where they shop.

iii

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Module 24 - Long Reports

Appendix 24-F: A Long Report Example

INTRODUCTION

Purpose

The purpose of this study is to recommend to Redwood and Ross on campus what product lines, store

image, and advertising strategies can increase sales to University of Illinois male undergraduate students.

Scope

The four main foci of this report are

1. Clothing preferences of U of I men,

2. Qualities of a store men look for when they choose a clothing store,

3. U of I males' buying behavior, and

4. Appropriate advertising media for Redwood and Ross.

The first focus of this study, men's clothing preferences, will reveal what style of clothing men prefer to

wear. Redwood and Ross carries classically styled clothing, so I must determine if there is a demand for this.

Specific brand names will not be mentioned.

I also want to know what is important to male students when they select a clothing store. What makes a

man go to one store rather than another? Many factors influence this decision; the ones I will discuss are

atmosphere, product quality, product style, location of store, price, service (personnel), and advertising.

Once I determine what influences a man's decision to buy from one store rather than another, I will see

how Redwood and Ross rates on these characteristics. This will show if Redwood and Ross offers what the

college man wants. Redwood and Ross's competitors will not be rated on these factors.

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Module 24 - Long Reports

Appendix 24-G: A Long Report Example

Page 2

Methodology

My main source of information is a survey of 113 U of I male students. Approximately 50 were

contacted by random telephone survey while the others were contacted through nine randomly selected

fraternities.

I conducted a systematic random telephone survey of fifty male undergraduate U of I students on

November 4. To get the desired number in the sample, I estimated that 150 phone numbers would have to be

dialed. The current Student-Staff Telephone Directory was chosen as the sampling frame. Using a random

digit table, I selected the first phone number from the book. The people who appeared every other page in the

same row and column as the first phone number composed my sample.

I dialed the numbers in the order selected; if a male answered the phone, I said, "Hello. My name is

Deanna Chapman. I'm conducting a survey for a Business and Technical Writing Class I have. Could you

please answer a few questions for me?" From there I proceeded to ask the questions in the order shown on the

survey in Appendix A. Each of the respondents' answers were recorded on a separate copy of the ques-

tionnaire. At the end of the survey, I thanked the respondent for his time and proceeded to the next telephone

number. If a female answered the phone, I said, "Hello. My name is Deanna Chapman. I'm conducting a

survey for a Business and Technical Writing class I have. Is there a male University of Illinois student living

in your household that I may speak to?" Generally, there was not, so I would thank her for her time and hang

up. If there was, I would go through the speech for males.

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Module 24 - Long Reports

manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.

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Business Communication: Building Critical Skills 6th Edition