Chapter 10 Solutions to Activities
Zooming In: Applying Your Skills at Natural Capitalism Solutions
Current date
Dear Business Owner:
Your attendance at this workshop shows that you have already taken the first step to increasing
your profits while you integrate sustainable practices into your business.
L. Hunter Lovins
Founder and President
10.1 Document for Analysis: Poor Persuasive Request Going to Texas 7-Eleven Owners
(Objs. 1-3)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
• Fails to think through what he wants this message to achieve.
• Should begin with a statement of the problem (brown bananas) and the company proposal
118 Chapter 10 Solutions
Revision
To: 7-Eleven Franchise Owners Association of Texas
From: Terry Navarro <terrynavarro@yahoo.com>
Subject: Finding a Better Way to Sell Fresh Bananas
Cc:
Bcc:
Fresh Del Monte has suggested that 7-Eleven stores sell fresh bananas wrapped in plastic.
Selling more bananas and other fresh foods is helping us build profits lost when cigarette sales
declined. Although the wrapper may slow ripening and extend the shelf life of bananas, the
wrapping may turn customers off. They may see it as an environmental issue, and many may not
appreciate wrapping in plastic something that comes naturally wrapped in the first place.
10.2 Document for Analysis: Weak Persuasive Request Inviting Small Planet Speaker
(Objs. 1-3)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
• Fails to open with an attention-getting technique or an appeal to the reader.
• Focuses primarily on “I” and “we” statements instead of framing request from reader’s
perspective.
• Does not build interest by showing how the vision of the writer’s organization closely
mirrors the goals and expertise of the receiver.
• Fails to reduce resistance or build desire by highlighting benefits to the reader of
Chapter 10 Solutions 119
Revision
Current date
Ms. Anna Lappe
418 North Jay Street
Brooklyn, NY 11212
Dear Ms. Lappe:
You have written that this country’s food sector is both a central culprit in global warming and a
key part of solving the crisis. As a well-known voice in the sustainability movement and a
founding principal of the Small Planet Institute, you are a change agent whose vision we share.
Sustainable Enterprises of Seattle is a nonprofit organization dedicated to equipping the
Northwest’s citizens and decision makers with the policy research and practical tools that they
need to advance long-term solutions to our region’s most significant challenges. Our work
includes in-depth research, commentary, and analysis–all of which we deliver online, by e-mail,
and in person to Northwest policy champions.
Our board would be honored to have you address members and guests at our March 14
conference in Seattle. We’re hoping that you can connect the dots between the food on our plate
and global climate change. We’re heard that you bring inspiring stories of farmers and food
120 Chapter 10 Solutions
10.3 Document for Analysis: Poor Claim Letter From Unhappy Copier Owner (Objs. 1-3)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
• Fails to open with a compliment, point of agreement, statement of the problem, or brief
review of action taken to resolve problem.
• Sounds angry, hostile, and accusatory.
Revision
Current date
Mr. Trenton Khalifa
VIP Copier Specialists
1532 Nashville Pike
Gallatin, TN 37012
Dear Mr. Khalifa:
The four BizStar C500 photocopiers that we purchased three months ago are inadequate for our
volume of copying.
Although we told your salesperson, Carol Finley, that we average 3,000 copies a day, she
recommended the BizStar C500. This model appears to have been the wrong choice for our
heavy use, and we are disappointed in its performance. Therefore, we would like to trade in our
four C500 copiers (which cost about $2,300 each, as shown on the enclosed invoice) on the
purchase of two BizStar C1000 models (about $10,500 each).
Chapter 10 Solutions 121
• You will be making a sizable profit when we purchase two BizStar C1000 copiers.
• Your service technicians will save time by making fewer trips to repair our overworked
C500 machines.
Enclosure
10.4 Document for Analysis: Poor Persuasive E-Mail Flowing Upward—Miserable
Meetings (Obj. 1, 2, 4)
Documents for Analysis are available at the student premium website (www.cengagebrain.com).
Weaknesses
• Fails to develop a logical argument for a persuasive request.
• Sounds flippant, accusatory, and exasperated rather than helpful.
• Should capture attention by describing the problem from the viewpoint of the
organization.
• Complains but doesn’t fully relate the problem to savings for the organization if meetings
were more efficient.
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Revision
To: Charlotte Cohen <ccohen@mitenterprise.com>
From: Clint Johnson <cjohnson@mitenterprise.com>
Subject: Improving Productivity and Morale With Better Meetings
Cc:
Attached:
Good morning, Ms. Cohen,
This past week I attended five in-house meetings and participated in three conference call
meetings. Some were well-run and necessary; others were poorly run and wasted my time. Some
meetings were actually socializing masquerading as work, and others merely rehashed decisions
I suggest that our division develop a meeting policy that outlines effective meeting procedures.
Here are a few examples:
• Meetings should be called only if decisions need to be made, and only key people should
be invited.
• Each meeting should have a purpose and an agenda.
These are just a few ideas for improving our division meetings. Clearly, our division could
improve productivity by eliminating or reducing drawn-out meetings. With your approval,
I would be happy to work with a committee to develop a meeting policy with tips for running
meetings efficiently.
Could we schedule a time within a week to discuss this matter further? This is an opportunity to
Chapter 10 Solutions 123
10.5 Understanding the Art of Persuasion—Aristotle’s Rhetoric (Obj. 1)
Some students may be familiar with the three elements of Aristotelian rhetoric from freshman
composition and other expository writing courses. Being able to recognize persuasive appeals
will be important for students and their success as workers and citizens. It will also make them
more cautious consumers. Finding examples of questionable ethos is easier than ever, given the
Examples of shaky ethos are easy to find in the contentious gun-control debate. Call-in radio host
Alex Jones caused massive social media buzz after what many considered his meltdown on the
air with host Piers Morgan of CNN. However, perceptive students will find that credibility
(ethos) lies in the eye of the beholder. Although many commentators voiced their outrage at
Jones, others were celebrating him as a hero. In this case, pathos played a great role as well. Alex
Jones dodged Morgan’s dispassionate questions and was instead ranting and steamrolling his
10.6 Mastering the Strategies of Persuasion—Hugh Rank’s Model (Obj. 1)
As a marketing expert points out, the tactics described in Hugh Rank’s model can be used by
appealing to emotion as well as logic. They can be found in traditional as well as the new,
interactive digital media. [Larson, C. U. (2013). Persuasion: Reception and responsibility (13th
ed.). Boston: Wadsworth, Cengage Learning, p. 17] Naturally, most advertising is not going to
124 Chapter 10 Solutions
10.7 Analyzing a Persuasive Appeal: From the Zappos Family to Yours (Objs. 1, 5)
The online shoe and apparel seller Zappos is known for its zany culture and quirky online
presence. The Amazon.com-owned company is also among the “100 best companies to work
for,” currently ranked 11th by Fortune magazine. Here the appeal is primarily an emotional one
addressing the consumer rather boldly and irreverently as “family” (“It wouldn’t be the holidays
without you!,” “you are very special,” “handy–dandy coupon code,” “Can’t wait to see you,” and
“XOXO”). Reinforcing this presumably close connection is the signature “The Zappos Family.”
Chapter 10 Solutions 125
10.8 Persuasive Request: Please Write Me a Letter of Recommendation (Obj. 3)
To: [Professor’s e-mail address]
From: [Student’s e-mail address]
Subject: Letter of Recommendation Request
Cc:
Bcc:
Dear Professor [last name]:
Your credentials have always been intriguing to me. In particular, your position as the head of
the campus Diversity Matters club demonstrates to me your commitment to fostering minorities.
Also, your experience and knowledge of how to communicate clearly and concisely make you
my obvious choice for a letter of recommendation. I know that a letter from you commenting on
my character and performance in your classroom would be perceived positively by any
admissions committee. This is the sort of competitive advantage I am looking for.
Your letter of recommendation would be the centerpiece of my law school admissions file. I
have moved up to the final round of the admissions cycle at numerous prestigious law schools.
This is a common process of weeding out that top law schools impose on candidates in order to
make more informed decisions about “potentials.”
126 Chapter 10 Solutions
10.9 Persuasive Request: Seeking Dumps for TV Makeovers (Obj. 3)
Dear Mr. and Mrs. Homeowner:
Would you be interested in participating in a new cable TV show in which two areas of your
home would be renovated?
How do you feel about your home? If you’re not fully pleased with its appearance, this is an
opportunity to take advantage of a team of expert designers and contractors who could contribute
up to $20,000 worth of improvements to make your home a showplace in your neighborhood. In
addition, you would be featured on a national TV show.
Chapter 10 Solutions 127
10.10 Persuasive Request: Making a Case for Tuition Reimbursement (Obj. 3)
Date: Current
To: [Your boss’s name]
From: Student’s name
Subject: Improving Employee Productivity, Morale, and Recruiting
We employees here at First Federal think that the two most important elements in workplace
productivity are skills and high morale.
Both of these elements can be boosted through an employer-sponsored tuition-reimbursement
program. Here’s how most programs work. Employees attend evening or online college classes.
If they finish approved courses with a C or better, they are reimbursed for the costs of books and
fees.
128 Chapter 10 Solutions
10.11 Persuasive Request: Junk Food Props Up School Budget (Obj. 3)
Current date
Board of Directors
Gresham-Barlow School District
P.O. Box 310
Gresham, OR 97033
Dear Directors:
Recent surveys show that approximately one third of U.S. children aged 6 to 19 are overweight,
and this obesity epidemic threatens the health of current and future generations. Obesity is
known to be associated with diabetes, heart disease, high blood pressure, and arthritis.
Although many factors including lack of exercise contribute to the obesity problem, a significant
element is poor nutrition. The American Academy of Pediatrics says that cutting out soda pop
would help to reduce obesity among school-age children. Cans of sugar-loaded, carbonated
drinks provide empty calories and should not be readily available to our children. For this reason,
the PTA strongly opposes an extension of the Coca-Cola vending machine contract now under
consideration.
A school should provide a healthy learning and living environment. Vending machines with soda
and snacks fail to accomplish these goals. We applaud the school boards in the nation’s two
Chapter 10 Solutions 129
10.12 Persuasive Claim: Pricey Hotel Breakfast (Obj. 3)
Current date
Customer Service
Country Inn, Inc.
428 Church Street
Nashville, TN 37219
Dear Customer Service Representative:
In recent years my company has recommended that its traveling employees use the Country Inn
in Nashville because we have been pleased with your accommodations, rates, and especially with
your service. That’s why I’m sure you will want to reverse a charge that I believe was made in
error to our account.
On May 4 and 5 two employees and I attended a conference in Nashville. We spent the evening
of May 4 at your hotel and had breakfast on May 5 in the Atrium. Because this was a weekend,
we understood that we were being charged the weekend special rate, which included a full hot
130 Chapter 10 Solutions
10.13 Persuasive Claim: Anything but Heavenly Legal Fees (Obj. 3)
Current date
Mr. Henry Giordano
Attorney at Law
Giordano, Murphy, and Associates
254 Sherborn Street
Boston, MA 02215
Dear Mr. Giordano:
Mystic Pizza® has a reputation for excellent pizzas made from its secret recipes. Naturally, when
Mystic Pizza was asked to distribute its product in grocery and convenience stores, the company
sought only excellent legal advice for doing so.
Giordano, Murphy, and Associates drew up contracts regarding the use of Mystic Pizza’s name
and quality standards for the distributed product. The bill we received included 38 hours of
attorney preparation at $400 per hour. Surely experienced attorneys like yours would not require
Chapter 10 Solutions 131
10.14 Persuasive Claim: Hawaiian Toner Scam (Obj. 3)
Current date
Copy Machine Specialists
4320 Admiralty Way
Honolulu, HI 96643
Dear Copy Machine Specialists:
SUBJECT: Returning Two Bottles of Toner
Your telephone marketer misrepresented himself in a recent call to the Waialae Country Club.
As a result, our assistant ordered two bottles of inferior toner. With this letter, we are returning
those bottles.
Yours truly,
10.15 Persuasive Organizational Message Flowing Upward: Can We Create Our Own
Business Podcasts? (Obj. 4)
E-Mail Cover Note
To: Bradford Trask <btrask@abc.com>
From: Your e-mail address
Subject: To Podcast or Not to Podcast
Cc:
Attached: Podcasting Memo
Mr. Trask,