MKTG Notes (Autosaved) PDF

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Notes for Professor Bettridge's class....

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Good News: Organizing informative and positive messages 1. Give any good news and summarize the main points. 2. Give details, clarification, background. 3. Present any negative elements as positively as possible. 4. Explain any reader benefits. 5. Use a goodwill ending: positive, personal, and forward-looking. Subject -

Lines for informative purposes Specific Concise Appropriate Let them know what they need in a few simple words

Responses to Complaints 1. Don’t talk about your own process in making the decision. 2. Don’t say anything that sounds grudging. 3. Give the reason for the original mistake only if it reflects credit on the company. Thank-you and Congratulatory Notes - Can be short - Must be prompt - Specific - Sincere Negative Messages: The 10 Commandments: 10. Thou shalt never surprise. 9. Thou shalt never delay. 8. Thou shalt never hide the facts. 7. Thou shalt always put it in writing. 6. Thou shalt always justify. 5. Thou shalt always look for the silver lining. 4. Thou shalt always bring solutions. 3. Thou shalt always remember your multiple audiences. 2. Thou shalt always follow up and follow through. 1. Thou shalt always treat people with respect and dignity. Purpose -

of Negative Messages: To give reader bad news To have the reader read, understand, and accept the message To maintain as much goodwill as possible

Readers should feel: - They have been taken seriously - Our decision is fair and reasonable - If they were in our shoes, they would make the same decision Apologies: - No explicit apology is necessary if the error is small and if you are correcting a mistake. - Do not apologize if you’re not at fault. - When you apologize, do it early, briefly, and sincerely. Parts of Negative Message (Bad News Sandwich) - Buffers (Good news buffer, fact or chronology buffer, thank you buffer, principle buffer) - Reasons - Refusals - Alternatives (Suggestions, allows you to end on a positive notes) - Endings (Look to the future, sincere) Beware of tone in negative messages When is email the best choice? - To accomplish routine business activities - To save time - To save money - To allow readers to deal with messages at their convenience - To communicate accurately - Provide readers with details for reference - To create a paper trail Components - Subject line - Opening - Explanation - End with a purpose Persuasive Messages - Everyone is a salesperson - Meet personal needs - Establish credibility - Be persuasive Primary purposes - To have the reader act. - To provide enough info so the reader knows what to do. - To overcome any objections that might prevent or delay action. Secondary Purposes - To build a good image of the writer. - To build a good image of the writer’s organization.

- To cement a good relationship between the writer and reader. Choosing a Persuasive Strategy 1. What do you want people to do? 2. What objections, if any will the audience have? 3. How strong a case can you make? What do You Want People to Do? - Short term goal - Long term goal Writing Persuasive problem-solving messages 1. Catch the reader’s interest by mentioning a common ground 2. Define the problem you both share. 3. Explain the solution to the problem. 4. Show that any negative elements are outweighed by the advantages. 5. Summarize any additional benefits to the solution. 6. Ask for the action you want. Document Design - Design can establish as much as the text can. Objective - Know the importance of effective document design - Be able to use the golden ratio in document design The Importance of Effective Design - Saves time, money - Reduced legal problems - Builds goodwill - Looks inviting, friendly, easy to read - Group ideas visually, making the structure of the document more obvious - Enhance credibility; build an image of you as a professional - Marketable Skill Design: Planning - Audience Analysis Writing - Use lists and headings - Use visuals Use White Space - Use headings. - Mixed paragraphs. – one sentence paragraph, ok for emphasis - Use lists. – Use tabs or indents - Use Bullets. Use no more than two fonts in a single document (serif font for paper and easier to read, sans serif is better for titles and online reading)

Put important elements in the top left and lower right quadrants Use highlighting, decorative devices, and color in moderation - Dingbats (arrows, pointing fingers, etc) - Bullets Purpose of Visuals - Make data meaningful - Help communicate your point - Present numbers dramatically - To be concise Refer to the Visual in the Text

FINAL PROJECT Varieties of Reports - Information Reports - Sales Reports - Quarterly Reports - Analytical Reports - Annual Reports - Audit Reports - Recommendation Reports - Feasibility Reports - Justification Reports - Problem-solving Reports Steps to Writing Reports 1. Define the problem. 2. Gather the necessary data and information. 3. Analyze the data and information. 4. Organize the information. 5. Write the report. Defining Report Problems - Real Problem: disjunction between reality and the ideal, choices must be made - Problems that face UVU - Housing - Social, religious, professional groups on campus and in our city - Local businesses - City, state, and federal governments and their agencies - Read Campus and local papers and look on the internet Problem Criteria - The problem is - Real. - Important enough to be worth solving.

- Narrow but challenging. The audience for the report is - Real. - Able to implement the recommended action. - The data, evidence, and facts are - Sufficient to document the severity of the problem. - Sufficient to prove that the recommendation will solve the problem. - Available to you. - Comprehensible to you. Problem-solving Report - Present the problem and the solution - Use the BULK of the paper to discuss the solution. - The problem should only be about 10 – 20. - You have one month, three or four people, and no budget. Most Problems need to be Narrowed. Components of Formal Reports - Title page - Letter of transmittal - Executive summary - Table of contents - List of illustrations - Report body - introduction - “meat” - Conclusions & Recommendations - References - Appendix (or Appendixes) Requirements - Five pages per person – double spaced – maximum -

Ninety-five percent of small businesses tend to fail within the first five years. Business plan/planning Solution: Proper management of employees, assets, planning, and adjusting to changes in the market.

http://usgovinfo.about.com/od/smallbusiness/a/whybusfail.htm http://www.uvuama.com/salesidol/

[email protected]

How to Write a Great Resume and Cover Letter -

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Marketing piece, I am the product Employers spend 7 seconds to look at a resume Include action verbs to begin description Quantify information (with numbers) Networking (9/10 jobs come from networking) Resume: brief, informative summary of your abilities, education and experience. It is a sales promotion document and you are the product being promoted. Purpose of a resume: to get an interview Resume Basics: o Generally limit to one page o 3 C’s – clear, concise, corresponding (customize to job [place top skills for position, in top skills in resume]) o Proofread, proofread, proofread o Omit personal pronouns (take out “I”) o Present qualifications in best possible way o Resume paper – Bright White or Ivory o Black Print Only – no color o 11 or 12-point font – categories can be bolded and bigger o Easy to read, professional font – Times New Roman, Garamond o Be honest and professional o References o Consistency (look and feel) o Personal information (contact info) o Controversial information (Mission=Humanitarian experience, service) Heading: o Create a heading that lists your:  Name – Larger font (14 font, bold, caps)  Address (do not send if out of state)  Telephone number  Email address  Linkedin Getting started o Details: 5 W’s and how o What are my accomplishments? o What skills were used to complete a task? o What have I done that is better than average?

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After the heading o Professional summary  Captures main attributes and job qualifications (omit objective)  Lists skills or strengths Resume Formats o Chronological o Functional/skills o Targeted o Combination Chronological o Organizes skills by date  Works well with:  Strong, solid work history  Few job/career changes Functional/Skills resume o Groups skills by relevance  Employment listed separately  Works well with:  Diverse Next… o List your educations and employment experience  More impressive section comes first Education o Indicate degree o Dates of attendance o Major field of study o Pertinent Information  GPA 3.5+  Honors, academic awards, scholarships  Specific classes, clubs, activities  Omit high school Employment Experience o List job title o Employment dates o Company name and address o Job Duties o Results  Numbers Create a Strong Image o Use action verbs o Quantify o Add specifics o Incorporate results

o Focus on what sets you apart - Optional Categories o Military/leadership o Awards o Public Service/volunteer Experience o Technical Skills o Research Experience o Activities o Skills and Interests - Finishing touches o Get feedback o Use quality printing service o ALWAYS use high quality, matching paper for (linen, folder, paper)  Resume  Cover Letter  References  Thank you letter Cover letter - Why you, at that certain organization - Address your letter to a specific person - Introduce yourself - Highlight your skills or experiences that are applicable to the job or industry - Customize the letter to the specific organization you are applying to - Personalize it - Purpose - Includes the following: o Your name, address, and date o Name/address of contact person and company o Salutation o Opening paragraph  Indicate the reason for writing  The specific position or type of work  How you learned of the opening o Second paragraph  Indicate your year in school, course of study, and when you will graduate  List key skills that correspond o Third Paragraph  Indicate your desire for an interview  Say that you will call within 5-7 business days to set up convenient meeting time  Thank the reader for their time and consideration

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o Cover letter closing  Sincerely, (4 spaces)  Your typed name (2 spaces)  Enclosure REFERENCES o Don’t list references on your resume o ALWAYS ask for permission to list your references o Include name, title, employment, address, phone number, and email o List four references  3 Professional and 1 personal THANK YOU LETTERS o ALWAYS send a short thank you letter to EVERYONE that interviewed you o Send it within 24 hours of your interview o It can be a note or letter o Include:  A sincere thanks  Something about the interview  Reaffirm your interest in the position

Short Report - 3-5 Minute Video - Short Report Guest Speaker: Mrs. Bettridge’s Sister Citations: No Author – (“Article name”, Date) Author – (Author, Date, pp. page number) An Entire Website: Give the URL in the text of the paper, but not on the reference list....