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Solutions – Chapter 6 ⚫ 11
6.9 Direct Response: Harbor Sail & Canvas Receives a Poor
Customer Rating on Yelp
Dan’s options are many, but not all are equally wise. He could respond on Yelp, which gives
businesses the opportunity to address poor reviews. He could write Jenna an e-mail or call her.
What really happened: Dan decided to call the customer. He left messages on both her mobile
phone and her home phone. In both messages Dan apologized for not getting back to Jenna,
explained how busy he was, and that his administrative assistant had been sick. He offered to
expedite the work Jenna wanted to have done. Jenna was pleased about the message and decided
To: jenna.king@outlook.com
From: dan_wilcox@harbor.com
Subject: Your Recent Request for an Estimate
Cc:
Bcc:
Dear Jenna:
You have every right to be disappointed in our service, and I promise to give special attention to
your needs from this day forward. I have also left a voice mail message to tell you that I will
personally come to your boat and take the measurements for your marine canvas covers.
Just so that you know, our business has been severely shorthanded. As the summer is getting
underway, we have a lot of inquiries from boat owners like you who wish to replace aging
DAN WILCOX | OWNER | HARBOR SAIL & CANVAS | LONG BEACH, CALIFORNIA | 562.388.3388
Solutions – Chapter 6 ⚫ 12
6.10 Direct Response: Telling Job Applicants How to Make a
Résumé Scannable
Current date
Ms. Chiara Fratelli
1019 University Drive
Boise, ID 83725
Dear Ms. Fratelli:
Subject: Your April 11 Inquiry About Résumé Scanning
Here at Campmor we use an automated résumé-tracking system for documents submitted on
paper. Our system, called SmartTrack, helps us organize, screen, and process all incoming hard-
copy résumés.
You may wish to follow these suggestions to ensure that your résumé will be accurately scanned:
• Send only an original copy. A photocopy or a faxed copy can cause misreading of text when
scanned.
Hiring managers within our company search our résumé database for keywords. Be sure you
include nouns and phrases that highlight your technical and professional areas of expertise.
Solutions – Chapter 6 ⚫ 13
6.11 Direct Response: Describing Your Major
Current date
Mr. Allen M. Miller
5290 Park Avenue
Fairfield, CT 06432
Dear Allen:
In response to your inquiry about my major here at Valley View College, let me describe the
program, employment prospects, certificate, and courses in the field of computer information
systems.
My program, Computer Information Systems, provides students with entry-level positions in
computer programming, systems analysis, computer operations, and network management. The
program also prepares graduates for sales and technical information positions. Employment
prospects in these fields are very good today. Many graduates find jobs with starting salaries
from $41,000 to $54,000.
I chose this program because I’ve been hooked on computers since grade school and because so
many job opportunities are available for computer specialists. Although this is a two-year
program, it will probably take me three years because I’m working part-time. The program here
at Valley View is good; I can’t wait to do my internship at a local company.
Solutions – Chapter 6 ⚫ 14
6.12 Instruction Message: Bewildering Skimmer Warning
To: Faculty and Staff
From: Michael Love <mlove@valleyviewpd.gov>
Subject: Tips to Prevent Card Skimming at ATMs
Cc:
Bcc:
Faculty and Staff,
Card skimming occurs at automated teller machines (ATMs) and gas pumps when criminals
attach small imaging devices to capture card information. You can protect yourself from card
skimming and identity theft by following these tips:
• Use ATMs that are in familiar locations.
• Push and pull the card slot on the ATM. If it comes off, call 911. Skimmers are usually
Solutions – Chapter 6 ⚫ 15
6.13 Instruction Message: Emergency Procedures Urgently Needed
To: All Employees
From: Patricia Carter, CEO
Subject: Procedures to Follow in Event of Fire
Cc:
Bcc:
Because we are concerned about the safety of all employees, we have prepared a list of
procedures that will help you evacuate the office building calmly and effectively in the event of a
fire.
1. Pull the fire alarm and call the fire department (9-911) if you see a fire.
2. Notify a supervisor.
3. If the fire is small, try to extinguish it with a fire extinguisher.
4. Allow a supervisor to evaluate the situation and decide whether a building evacuation is
necessary.
5. If ordered to evacuate, close all doors, secure your workstation, and proceed calmly to the
nearest exit.
Solutions – Chapter 6 ⚫ 16
6.14 Instruction Message: Copying Pictures and Text from PDFs Is a Snap
Date: Current
To: All Marketing Employees
From: Esther Garcia
Subject: How to Copy Images and Text from PDF Documents
After requests from several of you, I’m sending instructions detailing how to copy images and
text passages from PDF documents. Copying content from portable document format (PDF) files
is easy and convenient for those of us working on our yearly catalog.
The process works as follows in the open PDF document:
1. Select the Edit pull-down menu.
2. Click Take a Snapshot to activate the tool. (It is identified by a camera icon.)
3. Now you are ready to select the portion of the PDF document you wish to copy; your
cursor will take the shape of a square cross.
Of course, you can paste the images and text into Word, PowerPoint, and Excel. If you wish to
copy an entire page, simply go to your PDF document and the page you wish to capture and left-
click once. The same message will appear that your image was copied to the clipboard.
Solutions – Chapter 6 ⚫ 17
6.15 Direct Claim: But It Doesn’t Work!
To: Dennis Alvarez <dalvarez@gmail.com>
From: Your Name <e-mail address>
Subject: Requesting Price Adjustment on a New Samsung HDTV
Cc:
Bcc:
Dear Mr. Alvarez:
After purchasing two faulty Panasonic HDTVs (Model TC-P42X1) from your store, I believe
you should sell me a similar-sized set for a price close to that of the Panasonic.
I recently decided to purchase an HDTV and chose the Panasonic for its features and benefits. I
found a great deal at Digital Depot and purchased the set for $599.95 plus tax. I sold my old set
and installed the new one, spending considerable time and energy to get it up and running. That
