Chapter 08 test bank PDF

Preview

Summary

Chapter 08: test bank...

Description

1. Sammie is planning a persuasive message. What should she do in her opening? a. Explain the purpose of the request completely. b. Ask a stimulating question. c. Show the value of her proposal. d. Focus on the sender's direct and indirect benefits. ANSWER: B TYPE: MC 2. When using the indirect strategy in a persuasive message, you should place the reasons and explanations a. in the closing of the message. b. after the main idea. c. before the main idea. d. in an attachment to the message. ANSWER: C TYPE: MC 3. Which of these statements about persuasion is most accurate? a. The ability to persuade will be important to success in business, but this ability is not important to personal success. b. Most persuasive requests should be written directly to show your confidence. c. Because effective persuasive appeals require creativity, you will not usually need to follow a specific writing plan in these messages. d. Persuasion is important if you anticipate resistance or if you must prepare before you can present your ideas effectively. ANSWER: D TYPE: MC 4. You should use persuasion when a. you anticipate that your audience will agree with your position. b. your ideas require preparation to be presented effectively. c. audience attitudes match the objectives of your plan. d. your message is especially attractive to the audience. ANSWER: B 5. To overcome resistance to your request in your persuasive appeal, you should a. reveal your purpose immediately to save everyone's time. b. offer a bribe or kickback. c. anticipate objections to the request. d. focus on the negative consequences of not agreeing to your request. ANSWER: C TYPE: MC 6. The best way to begin a persuasive request is to a. use a neutral but unrelated buffer that leads into the request. b. immediately prove the merit of your request. c. capture the reader's attention and interest. d. explain your request logically and concisely. ANSWER: C TYPE: MC 7. Professional marketers and salespeople follow the AIDA strategy in their sales letters because it is effective. What does AIDA represent? a. Attention, interest, desire, and action

b. Attraction, innovation, determination, and activity c. Appeal, input, develop, and attune d. Access, incite, determine, and activate ANSWER: A TYPE: MC 8. In the body of your persuasive message, you will reduce resistance by a. focusing exclusively on reader benefits. b. shifting reader attention through praise and compliments. c. avoiding any potential reasons for resistance. d. anticipating arguments and offering counterarguments. ANSWER: D TYPE: MC 9. When writing persuasive claim or complaint letter, you should a. suggest that the receiver intentionally deceived you or intentionally created the problem. b. appeal to the receiver's sense of responsibility and pride in the company's good name. c. address the letter to a specific department such a customer-service department rather than to an individual to get more attention. d. use a strong tone with accusatory language to demonstrate your dissatisfaction. ANSWER: B TYPE: MC 10. Corbin needs to write a persuasive message to his boss. What would you tell Corbin to place in his closing? a. Describe your request in detail. b. Motivate your boss to take action. c. Overcome the boss's resistance to granting your request. d. Repeat all the logical reasons you have supporting your request. ANSWER: B TYPE: MC 11. Which of the following messages would most likely require the indirect strategy to persuade? a. Informing employees of an upcoming all-staff meeting b. Making a typical claim c. Asking an employer for agreed-upon benefits such as vacation time d. Requesting favors and action from coworkers ANSWER: D TYPE: MC 12. Select the situation that is least likely to require persuasion. a. An invitation to the CEO of Facebook to speak at your professional organization's next meeting b. A refund request for a software program that you opened but decided not to keep c. A request to your colleagues to donate money to the United Way each pay period through payroll deductions d. A request to have a defective printer replaced within the warranty period ANSWER: D 13. Select the most effective opening for a persuasive letter that invites a state representative to speak at your organization's Flag Day celebration. a. If you have June 14 open, would you be interested in speaking at our Flag Day ceremony? b. Please consider this letter an invitation to address our organization on June 14. c. Your patriotism and leadership in the House of Representatives have improved the quality

of life across our state. d. The Patriotic Council promotes respect for the flag and our country, just as you do, which is why we are asking you to be our guest speaker for our Flag Day ceremony on June 14. ANSWER: C TYPE: MC 14. On behalf of your civic organization, you are inviting a motivational speaker to your semiannual meeting. Although you cannot provide a fee to the speaker, you will guarantee the speaker an enthusiastic audience and a positive impact on the community. You are focusing on a. direct benefits. b. indirect benefits. c. monetary value. d. statistical analysis. ANSWER: B TYPE: MC 15. Choose the best closing for a message persuading the president of your organization to accept your benefits proposal. a. Please e-mail me at your earliest convenience with your decision. b. Contacting me by December 1 about your support of this new benefits plan will allow me to present this proposal at the next strategic planning session. c. If you have any further questions about this new benefits plan, please do not hesitate to contact me. d. We really need to implement this new benefits plan soon. ANSWER: B TYPE: MC 16. Which of the following situations would most likely require persuasion within an organization? a. Outlining company policy on personal use of e-mail b. Explaining a new procedure that will go into effect next month c. Asking employees to accept a pay cut to avoid layoffs or plant closings d. Informing employees about optional overtime opportunities during the following month ANSWER: C TYPE: MC 17. Which of the following is most accurate about the use of persuasion in business? a. Honesty is not just the best policyit's the only policy. b. The goal is to manipulate employees into accepting the message. c. Some puffery and skillful misrepresentation make persuasive messages more effective. d. The key to persuasion is proving the weakness of the receiver's position. ANSWER: A TYPE: MC 18. You want to propose a workplace change to your employer. Which of these is the best advice for you? a. Because your supervisor should already be aware of the pros of changing the procedure, avoid providing any evidence. b. Stress your own needs and how you will benefit from the change because this is your proposal. c. Avoid words like suggest and recommend because these words make you look weak. d. Focus on how much money the proposed change will save the company. ANSWER: D TYPE: MC

19. When you are writing a persuasive claim letter about a problem and you're worried that your reader might be reluctant to grant your request, you should use a. the direct strategy. b. the indirect strategy. c. a blended direct and indirect strategy. d. circular reasoning. ANSWER: B TYPE: MC 20. Which of the following messages to subordinates would use a direct approach instead of an indirect or persuasive strategy? a. Instructions to operate the new phone system installed in all offices b. Suggestions to begin an exercise program in conjunction with the new health insurance premium reduction plan c. Requests to contribute to the organization's United Way campaign goal d. Discussion of their opportunities to participate in company-sponsored local charity event ANSWER: A TYPE: MC 21. Effective persuasive claim letters a. vent the writer's anger and frustration. b. present a logical case with clear facts. c. help the reader by showing who is to blame for the problem. d. display strong emotion. ANSWER: B TYPE: MC 22. Graciella is making a persuasive complaint at work. Which of these sentences will be most effective in achieving her goal? a. If you can't be bothered with maintaining our equipment in good working order, how can I be confident that you care about your employees? I can't be bothered filing repeated repair requests either. b. I have put up with a broken fax in Workroom 223 for three weeks, and I am just fed up with this waste of my time. Repair the fax or else! c. Did you realize that Bill has still not fixed the fax in Workroom 223 despite the work request I completed two weeks ago? Make Bill fix it soon. d. For the past two weeks, fax machine No. 223- 51 has been unavailable to complete essential business for 25 of our employees due to incomplete service. Please ensure our equipment is repaired by Friday. ANSWER: D TYPE: MC 23. Mikhail's claim has been denied once. Now, he is writing a second persuasive claim letter to his digital media services company asking for a promised rebate package. Because he expects resistance, what should he do? a. Appeal to the receiver's sense of responsibility and pride in the company's good name. b. Begin by asking directly for what he wants. c. Address the letter to a department or "To Whom It May Concern." d. Show specifically how the receiver or the receiver's company caused the problem. ANSWER: A TYPE: MC 24. The most personal and powerful form of advertising today is a. e-mail sales messages.

b. product promotion Web pages. c. mall and shopping center surveys and sample booths. d. traditional hard-copy sales letters. ANSWER: D TYPE: MC 25. Learning to compose effective sales and marketing messages benefits you because a. most employees are expected to write sales and marketing messages. b. techniques for sales writing can be applied in any persuasive communication. c. sales campaigns are typically conducted by entry-level employees. d. companies in today's economy cannot afford to hire specialists to write sales and marketing messages. ANSWER: B TYPE: MC 26. When you use the AIDA persuasive approach, your first task is to gain the reader's attention (A). Which of the following represents your second step, or "I" tasks, of AIDA? a. Describe the benefits a product or service offers and make rational or emotional appeals. b. Include details of your company's reliability and reputation. c. Grow more excited about your product and yourself as a salesperson. d. Identify a proverb or famous quotation. ANSWER: A TYPE: MC 27. The opener for a sales message should be a. provocative, humorous or entertaining, and medium length (5-10 lines). b. stimulating, relevant, honest, and short (1-5 lines). c. appealing, informative, persuasive, conversational, and medium length (5-10 lines). d. entertaining or serious, focused, persuasive, and short (1-5 lines). ANSWER: B TYPE: MC 28. Techniques to elicit audience desire and overcome reader resistance in a marketing message include all of the following except a. testimonials. b. money-back guarantees. c. application forms. d. free samples or trials. ANSWER: C TYPE: MC 29. Emotional appeals in persuasive messages are designed to a. focus on making or saving money. b. explain how to increase efficiency or protect resources. c. solve workplace problems. d. focus on status, ego, and sensual feelings. ANSWER: D TYPE: MC 30. Rational appeals focus on making or saving money, increasing efficiency, and a. soothing the egos of managers. b. making good use of resources. c. identifying status in the workplace or community. d. enjoying sensory input.

ANSWER: TYPE:

B MC

31. Your primary goal in writing a sales or marketing message is to a. demonstrate creativity and marketing skills. b. create a strong personal and professional image for yourself. c. get your audience to devote a few moments of attention to your message. d. become a perceptive consumer of ideas, products, and services. ANSWER: C TYPE: MC 32. You must write a sales letter to prospective customers. What should you do in the opening of your sales letter? a. Offer something valuable, promise a benefit to the reader, or use some other technique to gain your reader's attention. b. Convince your reader of the superiority of the product or service being sold. c. Motivate your reader to take action. d. Promise an incentive for responding by a specific date. ANSWER: A TYPE: MC 33. You can effectively build interest in a sales message by a. appealing rationally to the seller's ego, status, or senses. b. motivating action in the closing. c. emphasizing central selling points identified in the prewriting analysis. d. suggesting the reader lacks good judgment if he or she doesn't buy today. ANSWER: C TYPE: MC 34. Which of the following is the most effective emotional appeal? a. For a limited time you will receive our employee discount on any new General Motors vehicle. b. Surround yourself in the uncompromising safety and luxury of a Lincolnbecause you've earned it. c. Purchase a Jeep today, and you will receive a $1,500 college savings bond for tomorrow. d. Save now and save laterwith its low sticker price and great gas mileage, this Focus hybrid is a best buy. ANSWER: B TYPE: MC 35. Use an emotional appeal when the a. product is expensive; long-lasting; or important to health, security, and financial success. b. product is inexpensive, short-lived, or nonessential. c. reader is comparing similar products from other companies. d. readers have a college education. ANSWER: B TYPE: MC 36. Which of the following most effectively illustrates reader benefits and elicits desire? a. Our European walking tours are the best planned in the industry. b. You are cordially invited to join one of our European walking tours this summer. c. Going on a walking tour of Europe will allow you to visit small villages, meet and converse with the locals, and dine on authentic cuisine. d. Our travel company knows Europe and is eager to show it to you.

ANSWER: TYPE:

C MC

37. Choose the best advice to craft an effective direct-mail sales letter. a. Shift from legal to slightly illegal sales tactics in follow-up sales letters to get the desired sale. b. Develop and present a strong rational selling point early in the body of the letter. Later, add emotional appeals, using each appeal only once. c. Present information completely, using a personalized tone for a specific, well-targeted audience. d. You should avoid these aggressive sales methods: don't push for action, don't make it too easy to respond, and don't reveal all the benefits immediately. ANSWER: C TYPE: MC 38. Which of the following illustrates a testimonial? a. After completing your training, I received job offers from three interviews in one week! b. We are confident that your skills in applying for and interviewing for jobs will improve with this training. c. Scientifically proven self-actualization techniques will increase your self-confidence and boost your interviewing skills. d. Employers respond positively to well-written application letters and résumés, and they offer jobs to candidates who are confident and well prepared. ANSWER: A TYPE: MC 39. Techniques to motivate action in the closing of a sales message include offering a gift, promising an incentive, guaranteeing satisfaction, and a. setting an application opening date. b. limiting the offer. c. setting no boundaries or limits. d. quoting a well-known proverb. ANSWER: B TYPE: MC 40. Which of the following is the most effective closing for a sales message? a. Making this training choice for your employees today may be the smartest business decision you'll ever make. Consider the benefits, and I am sure that you will agree. b. Because we are confident that you will choose us for your training needs, we will visit you on Friday to finalize your contract. c. Complete the enclosed interest card and mail it to us at your earliest convenience. d. If your sales don't increase at least 10 percent after your salespeople complete our "Closing the Deal" training, you get a full refund. Use our toll-free number to call me by August 1 and begin training on September 1. ANSWER: D TYPE: MC 41. Purposes of e-mail marketing include attracting new customers, keeping existing customers, encouraging future sales, cross-selling, and a. seeking new employees. b. lobbying local legislators. c. cutting costs. d. importing products from international businesses. ANSWER: C

TYPE:

MC

42. Which of the following increases the effectiveness of an online sales or marketing message? a. Send online sales messages only to customers or prospects who have given you permission to send them e-mail marketing messages. b. Avoid conveying urgency or setting deadlines because you will appear desperate. c. Use minimal graphics but as much text as possible. d. Make the message formal, focused, and extensive. ANSWER: A TYPE: MC 43. The main information in an e-mail sales message should be placed above the fold, which means that a. all main points follow standard business etiquette and online netiquette. b. you are certain your e-mail adheres to all legal standards. c. your primary points appear early in the message. d. your e-mail message does not exceed one screen in length. ANSWER: C TYPE: MC 44. Companies are using social media such as Facebook, blogs, and RSS feeds to inform and persuade the public, to generate goodwill, and to a. prepare business proposals. b. build a positive brand awareness. c. lobby and persuade their state and federal legislators. d. identify criminal activities among employees. ANSWER: B TYPE: MC 45. What is the purpose of a company blog? a. Hosts useful two-way dialogue for organizations and their stakeholders b. Presents content-rich video files featuring organization leaders and innovations c. Allows customers to subscribe to "feeds" and receive regular updates on emerging information d. Facilitates collaboration inside the organization and between organizations ANSWER: A TYPE: MC 46. Which of the following statements about businesses' use of Facebook and other social networking sites is most accurate? a. Social networking sites provide more obtrusive, less-tailored advertisements than traditional marketing campaigns. b. Media-savvy businesses can positively affect their customers' beliefs and counter negative perceptions on these sites. c. Business use of Facebook and similar sites has now grown to nearly 40 percent of global companies. d. Facebook and other sites offer plenty of social opportunities, but companies have been unable to identify practical business applications. ANSWER: B TYPE: MC 47. A company provides customers with downloadable content-rich audio and video files featuring information about the company's products and service, and customers can view these on their computers or MP3 players. What marketing tool is the company using? a. Blog

b. Podcast c. Wiki d. Social networking Web site ANSWER: B TYPE: MC 48. What do the letters RSS represent? a. Rotational Sales Service b. Really Simple Syndication c. Random Service Sequence d. Regional Statistical Strategy ANSWER: B TYPE: MC 49. Businesses are using wikis today to a. facilitate collaboration both inside organizations and between companies. b. allow customers to subscribe to the content and regular updates they wish to receive. c. provide a platform for debate and dialogue between consumers and business. d. connect with customers in unprecedented ways and to present innovative commercials. ANSWER: A TYPE: MC 50. Which of the following best explains the function of RSS? a. A search tool that allows users to rapidly locate company products and services inside company Web pages b. A bookmarking tool that allows users to identify and save preferred pages and items inside company Web pages c. A social commenting tool that identifies the person or department to whom an e-mail or message should be sent d. A tool to keep readers up-to-date by distributing news and allowing customers to subscribe to content ANSWER: D TYPE: MC 51. Only managers and high-level executives within organizations should learn to write persuasive messages. ANSWER: FALSE TYPE: TF 52. You will need to use persuasion if you anticipate resistance or if you must prepare before you can present you...