Business Communication Chapter 8 Homework The company solicits talent to apply for a paid summer internship running from mid-May to mid-August in various Michigan locations

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Solution and Answer Guide

Guffey/Loewy, Business Communication: Process & Product, 10e, 2022, 9780357129234;

Chapter 8: Positive and Neutral Messages

Table of Contents

Zooming In—Critical Thinking Answers …………………………………………………………………………… 1

Domino’s: A Technology Company That Sells Pizza? ……………………………………………………………………… 1

Zooming In—Your Turn Solution ……………………………………………………………………………………. 2

Applying Your Skills at Domino’s ………………………………………………………………………………………………… 2

Ethics Check Answers …………………………………………………………………………………………………….. 3

Quitting per E-Mail, Shocking the Boss? ………………………………………………………………………………………. 3

Your Name and Your Word ……………………………………………………………………………………………………….. 4

Customer Review Abuse ……………………………………………………………………………………………………………. 5

Wardrobing: Wear, Instagram, Return? ………………………………………………………………………………………. 6

Critical Thinking Answers ……………………………………………………………………………………………….. 7

Writing Improvement Exercises Solutions ………………………………………………………………………. 9

Activities Solutions ……………………………………………………………………………………………………….. 11

Zooming In—Critical Thinking Answers

Domino’s: A Technology Company That Sells Pizza?

• Why does Domino’s employ redundancy in its methods to order its pizzas?

Solution

Domino’s sophisticated marketing strategy accounts for individuals’ preference for various

• What is the best way for companies such as Domino’s to react to customer comments

on social media?

Solution

Social media work best when they engage with customers. The more genuine and

• Why must messaging always be carefully constructed, especially on social media?

Solution

Zooming In—Your Turn Solution

Applying Your Skills at Domino’s

• Social Media Presence: Individually or as a team, examine the company’s posts and

customers’ comments on the pizza chain’s Facebook page. What is the tone on this

page? Find out whether customers seem to be happy or tend to be grousing. How do

company representatives respond to comments on the Facebook page? Check the

number of current followers on Facebook. Similarly, analyze Domino’s Twitter feed.

Record the number of followers and read enough comments to be able to generalize

about the pizza chain’s apparent popularity. Jot down notes about how Domino’s

employees reply to comments, positive or negative.

Solution

Answers will vary, but here is a potential smattering of answers: As of this writing, Domino’s

has nearly 21 million Facebook followers. On Twitter, the followers of the main account

(“Hosted by the crew at Domino’s HQ”) are fewer (1.3 million) than those on Facebook

perhaps because Domino’s has authentic regional Twitter accounts, e.g., Domino’s Pizza UK

or Domino’s Pizza India, and engagement opportunities are spread out.

• Corporate Internships: In your browser, search for internships at Domino’s. Most likely

you will land on the company’s corporate site and find that Domino’s is reaching out

to recent college grads offering them corporate internships. Explore the corporate

divisions or disciplines in which internships are available and whether they are paid.

Are they attractive to you? What do they entail—would you be making coffee runs,

fetching sandwiches, and filing all summer? For an unvarnished look behind the

corporate walls, visit Glassdoor. Find out what interns are saying about their

experience and how much the internships pay, if anything.

Solution

The company solicits talent to apply for a paid summer internship running from mid–May to

mid-August in various Michigan locations. Headquartered in Ann Arbor, Michigan, and

incorporated in Delaware, Domino’s advertises its training opportunities in an upbeat tone

that is bound to appeal to at least some college students: “Welcome to your future,” reads

Ethics Check Answers

Quitting per E-Mail, Shocking the Boss?

• Clio Isabeau uses e-mail for nearly all messages. She is ecstatic over a new job offer

and quickly sends an e-mail to her manager announcing that she is leaving. Clio’s boss

did not know she was looking for a new position. Is this an appropriate use of e-mail?

Solution

E-mail is ideal for many announcements, but it is inappropriate for something as serious as

resigning a position. Such an announcement deserves a face–to-face talk followed by a

formal resignation letter or e-mail that confirms the last day of employment and expresses

appreciation for the opportunities given. A resignation letter strives to leave a good

Your Name and Your Word

• Master car salesman Joe Girard believed that we all must be truthful and if we are, we

will be rewarded for our integrity: “No matter what you do, if you want to stay ahead

in the game, always tell the truth. The old saying ‘TELL THE TRUTH AND YOU’LL NEVER

GET CAUGHT’ is the simplest advice I can give anyone. … When I see and hear people

lying to each other, I get angry. When it’s done to me, I feel violated. The truth is that

sacred. … One of the few things you can always give in this life, and still keep, is YOUR

WORD. Cherish it. It has your name on it. Keeping your word and telling the truth

speaks well of your character and earns the respect and trust of the people around

you.” Can you explain why the record-breaking car salesman Girard emphasizes the

importance of telling the truth and keeping one’s word? What is his tone?

Solution

Joe Girard made it into the Guinness Book of Records for selling the most cars in one year.

Yet he emphasized conducting sales fairly and truthfully. In his blog he posted many articles

on selling and success, but many of these pieces discuss honesty, integrity, commitment,

and a positive attitude.

Customer Review Abuse

• Eager to make a buck, shoppers-for-hire recruited in dubious Facebook reviewer

groups keep flooding Amazon with fraudulent reviews. Although Amazon lists reviews

only if they result from a verified purchase, unscrupulous vendors issue refunds or

other incentives to buyers in exchange for positive reviews. Five-star reviews are pure

marketing gold because brands with the best reviews land at the top of search results.

Amazon and Facebook have been criticized for not doing enough to stamp out this

practice. How seriously should companies and consumers take the threat of

fraudulent reviews?

Solution

Much is at stake. Amazon is a top e-commerce site, and its prominent position has triggered

a race to game the platform’s systems. More than half of all Internet product searches start

on Amazon. For vendors, landing among the top 10 search results is a boon for business. At

a time when our social media are inundated with falsehoods and disinformation, distortions

in e-commerce are likely to further erode public trust [Dwoskin, E., & Timberg, C. (2018, April

23). How merchants use Facebook to flood Amazon with fake reviews. The Washington Post].

Wardrobing: Wear, Instagram, Return?

• Consumers in the United States and the United Kingdom enjoy some of the world’s

most generous merchandise return policies. It is no wonder, perhaps, that a few

shoppers presumably buy clothes and return them afterward, no questions asked. Is

this so-called renting, or wardrobing, wrong? Italian clothing brand Diesel created an

ad campaign dubbed “Enjoy Before Returning,” poking fun at the practice by showing

young people wearing the company’s duds with tags still attached. Why might Diesel

be mocking wardrobing? Do retailers invite such behavior with their liberal policies?

Solution

Wardrobing is a type of return fraud, and retailers are employing technology to flag

shoppers who return merchandise frequently. Most American and British people would

However, statistics tell a different story: On average approximately 20 percent of shoppers

admit they are returning used items, costing UK retailers the equivalent of $1.75 billion. The

numbers are staggering, though, among young age groups: 43 percent of 16– to 24-year-olds

and 39 percent of 25- to 34-year-olds admit to dishonest returns [Whelan, G. (2019, September

18). Drapers]. As for Diesel’s humorous ad campaign, the retailer may have realized that

draconian enforcement measures are not an option. Instead, by using humor and a dash of

Critical Thinking Answers

1. Whenever you navigate to any website today, you will see pop-ups forcing you to

accept cookies and agree to or reject certain uses of your data. Most people don’t

bother to read the provisions, but they are written in relatively plain language. Users

can select options restricting cookies, ad tracking, and storing of their identifiable

data. American companies rushed to comply with the strict European privacy law

General Data Protection Regulation (GDPR) even before it was enacted in 2018. Why

does the GDPR matter in the United States, and why is it serious business?

Solution

The GDPR matters in the United States because the Internet is global, and many U.S.

companies collect or use EU residents’ data and partner with EU-based companies. Many

American tech companies have European headquarters, mostly in Ireland. Violations of the

GDPR could lead to fines as high as 20 million euros or 4 percent of global revenue,

whichever is higher. For example, Facebook could be on the hook for $1.7 billion, if convicted

in a current probe.

2. A writer compared letters and social media posts: “What is special about a letter is the

time that is taken in creating a letter—that someone went to the trouble of finding a

piece of paper, sitting down, crafting their thoughts, putting them on paper, and that

they created this document really just for me. A letter is a very singular expression,

it’s a unique document, and for that reason, to get it in the mail feels almost like a

gift. … It’s a piece of paper that I can feel. … There’s a physical connection.” How might

these observations apply to business letters? What other special traits can you

identify?

Solution

In her book Signed, Sealed, Delivered: Celebrating the Joys of Letter Writing, Connecticut-based

author Nina Sankovitch movingly traces the history of letter writing, why it’s important, and

3. A Pew Research Center study found that 89 percent of smartphone owners had used

their phones during the last social gathering they attended, but they weren’t happy

about it; 82 percent of respondents said their use of smartphones in social settings

hurt the conversation. Do you split your attention between your screen and face–to–

face conversations? Do you believe it’s possible to be sufficiently present while

texting?

Solution

Answers will vary, of course. As MIT professor Sherry Turkle writes, students swear they can

look someone in the eye and type on their phones at the same time. They love the option of

being elsewhere if the present situation is uncomfortable or boring. They can shift their

4. Why is it smart to keep your cool when making a claim, and how should you go about

it?

Solution

Avoid becoming angry or trying to fix blame. Bear in mind that the person reading your

message is seldom responsible for the problem. Instead, state the facts logically, objectively,

5. In this chapter you learned that some businesses have used so-called SLAPP laws to

sue consumers for writing negative reviews on the Internet. The acronym stands for

Strategic Lawsuit Against Public Participation. Opponents consider such lawsuits

frivolous and believe they threaten the public’s free speech rights under the First

Amendment. Therefore, 29 states currently have anti-SLAPP laws allowing early

dismissal of meritless lawsuits brought to intimidate and silence reviewers and other

public critics. Is trying to silence reviewers on social media fair, or are businesses

within their rights to protect from illegitimate damaging complaints?

Solution

Answers will vary, but most students will probably realize that fewer people will be willing to

write honest critical reviews if they may have to defend themselves against lawsuits. The

[return to top]

Writing Improvement Exercises Solutions

8.1 Analyzing Memorable Social Media Comments

Solution

a. Once the hilarity subsides, students will recognize the potential for major

embarrassment when the incorrect files are attached to a message. They may imagine

with horror the kinds of files and media they may be storing on their computers and

mobile devices. The lesson here is to exercise care when applying for a job and attaching

important application documents.

8.2 Writing Instructions

Solution

a. Listening to Customers on Social Media

Social listening is important and can be handled effectively by following these guidelines:

• Always respond and do so quickly.

• Prepare an official response for major concerns or inquiries.

• Find out what people are saying about you, even if they don’t know you’re listening.

b. Making YouTube Videos

To make a YouTube video, follow these steps:

1. Obtain a video recording device such as a smartphone, webcam, or camcorder.

2. Decide whether you want to make a video blog, comedy skit, how-to video, or travel

video.

c. Customizing Your Zoom Background

To customize your Zoom background on your desktop or laptop app, do the following:

1. In the Zoom app, click your profile in the top right corner, and click Settings.

8. Experiment with a beauty filter to soften your features during a Zoom session.

d. Obtaining Credit

Here are five tips for getting and keeping good credit:

1. Get a gas store card. These are easier to get than regular credit cards, and they

establish a credit history as you make small payments in full and on time.

[return to top]

Activities Solutions

8.3 Document for Analysis: Poor Direct Request—Planning Accessible Conference

Solution

Weaknesses:

• Uses a meaningless subject line.

• Violates etiquette by addressing the recipient on a first-name basis.

Revision:

To: Angela.Marakot@capitalhilton.com

From: Carol.Frazier@gmail.com

Subject: Is the Capital Hilton Fully Accessible?

Bcc: Nanci.Masri@gmail.com; Jason.Nadir@hotmail.com; Lori.Petuno.gmail.com

Dear Ms. Marakot:

Your centrally located premier hotel has been selected as a possible venue for an upcoming

Accessibility For All (AFA) conference in Washington next fall. An important part of our

• Listening systems. Does the Capital Hilton provide assistive listening systems such as

the induction-loop system that bypasses acoustical conditions and delivers sound

directly to listeners?

Thanks for responding by e-mail before January 15 so that we can make our decision for the

fall conference. We are eager to learn whether it will be possible to hold our conference at

the highly recommended Capital Hilton.

Best wishes,

Carol.Frazier@gmail.com

AFA Fall Conference, Washington

8.4 Document for Analysis: Direct Request—Protecting Medical Information

Solution

Weaknesses:

• Fails to use a meaningful subject line and includes a dated salutation.

• Opens with an explanation instead of a direct request.

• Does not close with an end date and telephone number.

Revision:

To: vjgallagher@safecybernetics.com

From: scott.woo@vistalinda.internists.com

Subject: How to Protect Patient Data in Small Medical Practice

Dear Mr. Gallagher:

Please help me better understand how to protect patients’ medical information. As a

physician in a small medical practice, I am concerned about patient data breaches.

• Are you experienced in working with small medical firms?

• If a breach has occurred, how do you investigate the incident?

• Do you provide guidance in notifying affected patients, and are you discreet about such

notifications?

• If you discover that laws have been broken, are you obligated to report them to law

enforcement agencies?

8.5 Document for Analysis: Direct Response—Data Breach Query

Solution

Weaknesses:

• Begins weakly with an obvious and unnecessary statement instead of expressing

appreciation for the inquiry and conveying confidence that Security Specialists can help

solve the writer’s problems.

Revision:

To: scott.woo@vistalinda-internists.com

From: vjgallagher@safecybernetics.com

Subject: Answering Your Questions and Scheduling a Call on March 19

Dear Dr. Woo:

We appreciate your interest in Safe Cybernetics. We are confident that we can offer you

expert guidance in the areas of cyber security, data breach response, and incident analysis

solutions.

You are smart to seek advice in protecting patient data. Although you may have limited

resources, even the smallest firm will benefit from basic security awareness training in the

proper handling, storing, and processing of patient health information.

Let me respond to your specific questions. See my answers in italics:

• Are you experienced in working with small medical firms?

Yes, we have worked with many small medical firms and have been able to address their

specific needs.

May I call you on March 19 at 4:30 p.m.? At that time I can provide more extensive answers

to your questions. Please rest assured that Security Specialists can help you investigate and

control any data breach incidents.

Van Jim Gallagher

[Full contact information]

8.6 Document for Analysis: Faulty Instruction E-Mail

Solution

Weaknesses:

• Suffers from a vague and imprecise subject line.

• Includes a long lead in (I am writing this message to let you know that) and wordy opening

paragraph.

Revision:

To: Staff Members

From: Paul Salzman <paul.salzman@pacificsavings.com>

Subject: New Procedures to Avoid Loss of Data Through Hacking

• Never click phishing links. Be suspicious of all requests for password information and

of links to click. Even messages that seem to be from high-level officials or the human

resources department within the company can be sophisticated, realistic fakes. For

example, don’t click a link to receive a package or to download a form from within the

company.

• Check URLs. If you doubt the authenticity of an e-mail, check its URL by reading it from

the right to the left to determine its true domain.

Within the next two months, we will begin implementing a program that includes fake

phishing messages to train employees about what to avoid. You will learn more about this

program from your managers in training workshops beginning January 1.

Paul Salzman, CEO

[Full contact information]

8.7 Document for Analysis: Adjustment Letter—Restretching a Sagging Canvas

Solution

Weaknesses:

• Fails to develop goodwill by opening with the good news.

• Makes a feeble effort to win back the confidence of the customer; fails to explain what

Revision:

Current date

Ms. Sharon Nickels

2459 Drew Street

Clearwater, FL 33765

Dear Ms. Nickels:

We agree that your newly purchased painting for your executive offices should have arrived

without sags in the canvas, and we urge you to engage a local framing shop to restretch it.

Central Park Gallery takes pride in offering works of art of the highest quality and value to

collectors and decorators. Your satisfaction is important to us, and that’s why we encourage

you to have your new painting restretched at a local framing shop so that you will be

completely satisfied with the way your work of art hangs in your executive offices. Please

have the framing shop bill us directly.

Sincerely,

8.8 Responding to Social Media Posts

Solution

a. Grocery Barn responded within 16 hours with this post: Hi Jackie! We’re so glad you like the