External Business Communication – Writing Business Letters

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External Business Communication – Writing Business Letters Unit 11
Sikkim Manipal University 183
Unit 11 External Business Communication – Writing Business
Letters
Structure
11.1 Introduction
Objectives
11.2 Principles of Business Letter Writing
Self Assessment Questions 1
11.3 Types of Business Letters
11.3.1 Routine Letters
11.3.2 Bad News Letters
11.3.3 Persuasive Letters
Self Assessment Questions 2
11. 4 Format for Business Letters
11.4.1 Direct Organizational Plan
11.4.2 Indirect Organizational Plan
Self Assessment Questions 3
11.5 Summary
Terminal Questions
Answers to SAQ’s and TQ’s
11.1 Introduction
The last three units dealt with internal business communication, or communication with internal
stakeholders. The written channels for communication with internal stakeholders – memos, circulars
and notices, were discussed in detail. This unit will focus on communication with external
stakeholders through the written channel of business letters.
Business letters can be used to communicate different messages to a variety of audiences.
Business letters are also very different from personal letters, in terms of the degree of formality, tone,
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style and format used. Some general guidelines for writing business letters, the appropriate formats
and the different types of business letters, will be explained in detail.
Learning Objectives:
After studying this unit, you should be.
1. Understand how business letters differ from personal letters
2. Categorize business letters into different types
3. Use the proper format and tone, when writing business letters
4. Develop good business writing skills
11.2 Principles Of Business Letter Writing
Business letters are used primarily to communicate with external stakeholders such as
consumers, intermediaries, government and bankers. The principles of business letter writing are
somewhat different from the principles of writing general letters. Business letters are much more
formal than general letters. Before we go into the specifics of business letter writing, let us look briefly
at some of these principles*
Consideration and Courtesy – It is very important to retain the goodwill of
customers and other external publics. A discourteous, rude letter can make you lose business.
Therefore, the business letter should be extremely polite at all times and mindful of the “P”s and “Q”s,
i.e., the words “please, thank you and sorry.” Even if you happen to get a rude letter from a customer,
you must respond politely, in order to retain the customer.
If the company has been at fault, it is important to apologize to the customer for the mistake and for
the inconvenience caused. The overall tone should not be negative. For example, avoid saying “We
cannot grant your request.” Instead state it in a more tactful way, explaining the reasons for not being
able to grant the request. If you are sending a job rejection letter to a candidate, it should be worded
politely and in a positive tone.
Consideration means that you should appeal to the reader’s interest. The importance of stressing the
“you attitude” rather than the “me attitude” was dealt with in an earlier unit. This is similar to the
language of advertisements, which talk about the benefits of the product to the end user.
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For example, instead of saying “We will be open 24 hours”, say “You can avail of roundtheclock
service.”
* Directness and Conciseness – Business letters should be brief and to the point, avoiding
unnecessary details and round about expressions. A typical Indian tendency is to be too wordy or
“verbose”, using redundancies and unnecessary words. Business letters should give maximum
information to the reader, using minimum words.
* Clarity and Precision Business
letters should be clearly worded, avoiding the use of jargon or
technical terms, and slang words. Concrete words should be used, so that there is no ambiguity.
Example : Instead of saying “ I received your communication”, it is better to be more precise by
saying “ I received your letter.”
The letter should include a single main idea and paragraphs should be used to elaborate on sub
ideas.
* Appearance – Apart from the content, the format, layout and overall look of the letter should be
equally appealing to the reader. Attention should be paid to the quality of paper used. The margins
should be appropriate, including one inch on each side and one and a half inches on top and at the
bottom.
A business letter should include the following standard components –
1. Date in the upper right hand corner
2. The “To” address above the salutation in the upper left hand corner.
3. The Salutation When
addressing a firm, “Messr” should be used before the name of the firm.
Since business letters are formal, the appropriate salutation when addressing an individual is “
Dear Mr./Ms., followed by the last name, rather than the first name, which is informal. If the
gender of the reader is not known, it is better to use a neutral salutation, such as “ Dear
Customer or Investor.”
4. Sometimes, an “Attention Line” may be included below the salutation, in order to ensure prompt
action. For example, “Attention : John Smith, HR Manager”.
5. A “ Subject Line” indicates the purpose of the letter and is placed between the salutation and the
first line of the letter.
6. The “Body” of the letter includes an explanation of the main idea(s).
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7. The “Close” is the ending of the letter and should be polite and friendly, so as to retain goodwill.
A standard close for a business letter is “ Yours faithfully or sincerely.”
8. Enclosures – Sometimes, a business letter may include an enclosure such as a pamphlet or a
brochure, in which case this should be indicated at the end, below the signature line, as “Encl :
2”, meaning two enclosures.
Self Assessment Question 1
Are the following statements true or false?
1. The language of business letters is similar to the language of advertising.
2. Every business letter should have a salutation, a body and a close.
3. The tone of a business letter is more important than the format.
11.3 Types Of Business Letters
Business letters may be used to communicate for a variety of purposes, including routine
correspondence, building good rapport, conveying pleasant or unpleasant news and persuading
customers to buy the company’s products. The types of messages conveyed through business
letters may be categorized into three broad types –
1. Routine messages
2. Bad news messages
3. Persuasive messages
We shall discuss these three categories in detail, including the guidelines and appropriate format to
be used in each case.
11.3.1 Routine Letters
Routine letters are letters on routine matters pertaining to daytoday
operations. Most of the
business correspondence of the typical manager is on routine matters. The most common types of
routine letters are –
1. Routine Requests and Replies – A routine request is a letter from a customer, asking for
information on the company’s products, or for product catalogs and brochures. It is termed a
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routine request, since the receiver of the letter is expected to do what is asked in the letter, without
having to be persuaded. In general, all organizations will respond to such requests spontaneously,
since it is an opportunity for them to promote their products. The response to such requests is known
as a routine reply.
A sample routine reply letter in response to a customer request, is shown below –
March 27 th , 2008
Thomas Mathew
Purchasing Director
Home Security Products
6/1 Benson Cross Rd.,
Bangalore 560 046
Dear Mr. Mathew,
I am writing this in response to your request for information regarding our HP 340
portable printer, to be used by your marketing representatives with their notebook
computers when they travel.
I would like to inform you that the HP 340 is an advanced portable printer, which
incorporates the latest technology and is compatible with all types of notebook
computers. I would also like to provide specific answers to each of your questions –
The HP 340 is a laser printer, with a wide range of applications. It is quicker, has
more printout capability and consumes less ink cartridge than other laser printers.
The HP 340 is battery operated and comes with a backup
battery, so that it may
be used while traveling. It has a backup
of 5 – 6 hours, depending on the uses of the
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printer.
The HP 340 has a 15inch
cartridge and is compact and easy to carry while
traveling.
The HP 340 comes with a threeyear
guarantee and all services will be free of
cost.
The product can be ordered either by calling our tollfree
number 18003537857,
or
online, through our website www.hewlettpackard.com. As an incentive for purchase
within the next one week, we are offering a 25% discount for our first 500 customers.
I look forward to your order and would be happy to give you information regarding our
other products in future.
Sincerely,
Joe D’Silva, Sales Manager,
Hewlett Packard Company,
Bannerghatta Rd.,
Bangalore 560 028
The above letter is concise and to the point, providing answers to each of the customer’s queries
regarding the product. The last paragraph provides details that make it easy for the customer to order
the product, along with a special incentive for early purchase. The close is positive and tries to build
a longterm
relationship with the customer.
2. Routine Claim and Adjustment Letters – A routine claim letter is written by a buyer or a
customer to a seller, requesting some type of action or adjustment, to correct a problem with
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the seller’s product or service. It is more than just a letter of complaint and may be written by an
individual or an organization.
The action sought in a claim letter may be replacement or repair of a defective product, a full or
partial refund, or just an apology for poor service or unfair practices. A claim letter is considered as a
routine letter, since the seller or the organization will normally comply with the request for remedial
action. For example, if you order a product from a catalog that mentions a particular price, but the
seller charges you more, you can expect the seller to respond to your request to make an adjustment
in the price.
A routine adjustment letter is the seller’s response to a routine claim letter, informing the buyer
or customer about the action that has been taken. The reason for the problem should also be
explained in a detailed and straightforward manner, along with the measures taken to prevent the
problem from recurring. The letter should sound credible, so that the customer’s faith in the company
and the product is restored.
A sample routine claim letter regarding a defective product, is shown below –
March 28 th , 2008
The Customer Service Representative
Color View Graphics
14, Airport Rd.,
Bangalore 560 001
Dear Customer Service Representative,
Subject : Inferior quality of color slides
The poor quality of the color slides that you developed for me on March 20 th made them
unsuitable for use in my marketing strategy presentation to my marketing team last
week. As a consequence, I had to use transparencies with an overhead projector
instead.
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I have enclosed one of the dozen slides sent to me, as proof of the defective quality. As
you can see, the colors overlap and the type is not clear. The slides do not meet the high
quality standards promised in your recent color advertisement in Business Today.
Since I have already made the presentation for which I required these slides,
redeveloping them now would not solve the problem. Instead, I request you to cancel the
charge of Rs. 5000 in your invoice 3063 dated March 22 nd , which I have not yet paid. I
can return the remaining eleven slides to you, if required.
I am aware that mistakes like these happen sometimes, in spite of one’s best efforts. I
am confident that you will accept my request and correct this mistake promptly.
Sincerely,
Walter Thompson, Marketing Manager
Enclosure : 1
In the above letter, the buyer can reasonably expect the seller of the defective product to make an
adjustment by canceling the charges, since the quality of the slides is clearly inferior to what was
promised.
3. Goodwill Letters – These are routine letters that have no business objective, but are sent
purely for building good rapport with external stakeholders. Such letters may express
appreciation, sympathy or congratulations. Examples include letters to express sympathy over a
business setback, appreciation for winning an award, gratitude for being on a panel of judges, or
congratulations for opening a new branch office.
4. Other Routine Letters – Routine letters may also be addressed to external audiences other than
consumers. For example, letters inviting “quotations” may be sent to several suppliers, asking for
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the prices of raw material or components. The idea is to ensure getting the best price. Such
letters should state the details of the material required, the information needed regarding price,
guarantee, service, etc. provided by the supplier and the time within which the material is required.
Once a quotation is accepted, an order letter will be sent to the supplier, placing the order for the
required material.
“Tenders” are letters inviting a provider of a service, such as construction of roads, to quote the
rates for that particular service. They are usually sent for work that is spread over a period of time.
Letters requesting purchase of goods on a credit basis, letters granting credit and collection letters
addressed to customers, are some other common types of routine letters.
11.3.2 Bad News Letters
A bad news letter conveys unpleasant news to customers or other external stakeholders. Typical
examples of this type of letter are rejection of customer claims or requests for adjustments, job
rejection letters to prospective employees, letters giving news about sudden price increases,
products being discontinued, or about problems faced by the organization, such as losses and lay
offs. When conveying bad news, the letter should be written tactfully and worded in a positive
manner.
A sample bad news letter refusing a customer claim is shown below –
March 28 th , 2008
Mr. John Smith, Dean
XYZ School of Business
Cunningham Rd.,
Bangalore 560 034
Dear Mr. Smith,
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We make no money when our customers are forced to take long trips by train, rather
than by flying Kingfisher Airlines and when that happens, we try to find out the reasons.
A review of the March 19 th flight records of the cancelled Kingfisher Airlines flight 1256
shows that it was scheduled to leave at 6 am and was cancelled at 5.30 am, because of
foggy weather. Passengers were asked to remain in the boarding area and those who
did were rebooked on flight 1257, which departed an hour later at 7 am. This flight
arrived in Bangalore just an hour later than the scheduled arrival of flight 1256.
Therefore, our ticket agent was correct in refusing to grant a refund on tickets to you and
other passengers who did not take the later flight.
You have mentioned in your claim letter that you are a frequent flyer of Kingfisher
Airlines. Although we cannot grant you a refund, I have asked our Scheduling
Department to add your name to our mailing list, for receiving a free subscription to our
inflight
magazine. A complimentary copy of our current flight schedule is also enclosed.
From now on, you will know exactly when every Kingfisher Airlines flight arrives and
departs from Bangalore airport.
Sincerely,
Service Representative, Kingfisher Airlines
Enclosure 1
In the above letter, the bad news, namely, the refusal to grant a refund to the passenger for not
boarding the flight, is conveyed indirectly. The airline tries to compensate for the bad news, by
offering a free subscription to their magazine and a complimentary copy of their flight schedule.
11.3.3 Persuasive Letters
The most common type of persuasive letter is a sales letter addressed to a customer,
persuading him to buy your company’s product. A sales letter is similar to an advertisement and
uses the same “AIDA” ( Attention, Interest, Desire and Action) format. This means taking the
consumer through different mental stages in a particular sequence – first getting his attention,
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creating interest by highlighting unique features of the product, inducing desire by convincing him
that the product is better than others and then motivating him to try the product. Sales letters are
used to sell industrial products such as machinery, consumer durable products and other highvalue
items.
A sample sales letter written in the above format, is given below –
SAMPLE SALES LETTER FOR A HOME SECURITY SYSTEM
March 27 th , 2008
Dear Home Owner,
The saying goes that an Englishman’s home is his castle. Do you see your home as an
investment in real estate or as your castle? Is it a means of getting tax exemptions, or a
place where you can unwind and relax after a stressful week at work?
Homes should be viewed as places where we feel safe and free from outside intrusions.
Unfortunately, this is not the case, since recent statistics show that 10% of households in
Bangalore city were robbed last year. How can you protect yourself?
Home Security Products offers a simple and dependable solution – the SafeHome
Burglar Alarm System , which can protect up to 2500 square feet of your home. Just
plug it in, adjust the sensitivity to the size of the room and turn the key.
SafeHome’s microprocessor screens out normal sounds like dogs barking, babies crying
rain and traffic. Only hostile sounds such as glass breaking, will trigger the alarm. The
alarm is also loud enough to alert the neighborhood and to drive away the smartest
burglars.
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You may wonder what might happen if a clever burglar disconnects the electricity to your
home. You need not worry, since SafeHome has builtin
batteries that recharge
automatically and ensure that it operates in spite of power failures. The best thing about
SafeHome is the ease of installation. You simply have to mount it on a wall and plug it in.
Security now comes at a price that you can afford – just Rs. 999, along with a one year
warranty and a ten day return policy, to ensure complete satisfaction.
With SafeHome, burglaries will soon be a thing of the past. Ordering it is easy – just call
our tollfree
number 18002223333
and use your credit card. SafeHome will be home
delivered to you within a couple of days. Soon, your home will be a haven of peace.
Sincerely,
National Sales Manager
Home Security Products
Note that in the above letter, a dramatic question is asked to grab the attention of the reader,
followed by startling figures – the fact that a high percentage of homes have been robbed. Interest is
then created by mentioning the product’s unique selling proposition (USP), or the features and
benefits that are unique to the product. The product is highlighted as simple, dependable and
easy to install. Desire is induced by overcoming any doubts or objections that the reader may have,
such as the product functioning during a power failure. Finally, the reader is motivated to take action,
by making it easy for him/her to order the product, by calling toll free and using a credit card. The
product benefit is reinforced at the end of the letter.
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Self Assessment Question 2
Match the following –
1.Adjustment a. Rejecting a business proposal
2. Order letter b. Persuasive message
3.Bad news letter c. Routine letters
4.AIDA format d. Supplier
5. Credit and collection letters e. Replacement of defective product
11.4 Format For Business Letters
Unlike general letters, business letters should be written following a specific plan or format. Two
alternative types of formats may be used, depending on the type of message that is conveyed – 1)
The Direct Organizational Plan, or the Deductive Pattern and 2) The Indirect Organizational
Plan or the Inductive Pattern. We will discuss each of these in detail, with an example of each.
11.4.1 Direct Organizational Plan
This plan is followed for all routine letters and for messages that convey good news. The pattern
followed is –
1. Present the main idea first
2 . Provide explanations, reasons, details and background information
3. End with a friendly closing
The advantages of following this plan are –
· The first sentence can be written with very little hesitation and there is a logical flow to the letter,
since the explanation or details follow the main idea.
· Presenting the main idea first will attract the attention of the reader
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· If pleasant news is being conveyed to the reader, presenting it first puts the reader in a good
frame of mind. He/she will be more inclined to read the rest of the letter.
· Once the reader gets the main idea, he/she can quickly scan through the rest of the letter, thus
saving time.
The routine claim and adjustment letters given below are written using the direct organizational plan.
Dear Customer Service Representative,
I am writing this to request you to replace the music CD “ Golden Tunes of the Sixties”,
which you had mailed to me last week.
I was very impressed with your TV advertisement of the CD “Golden Tunes of the
Sixties”. Your statement “100% satisfaction guaranteed” made me place an immediate
order and send you a check for Rs. 1000. This seems to be an outstanding CD with
great music, but it arrived with a visible scratch on one side, which distorts the music
when it is played.
I am confident that you will live up to this guarantee. I am returning the CD to you and
would like another one in first class condition. In case you do not have one in stock, I
would like to request a refund.
Sincerely,
John Smith
Note that in the above letter, the action or adjustment is requested in the very first sentence. The
second paragraph explains the details supporting the request for action.
The closing is friendly, expressing confidence that the request will be granted.
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Given below is a routine adjustment letter, granting a request for exchange of defective shirts, also
written in the direct organizational format.
Dear Customer,
In view of the fact that you are a regular customer, we are sending you two new washandwear
shirts for free, to replace the two shirts that turned grey, due to use of strong
bleaches. Your account will not be charged.
Compared to conventional shirts, our shirts stay whiter, remain more wrinkle free and
last longer. However, they must be hand washed rather than machine washed with
bleaches, in order to keep them white and to maintain them in good condition. When you
take the shirts to your laundry, just ask them to follow the washing instructions on the
label.
We will be sending you our annual clearance sale catalog in a few days and look forward
to your future orders.
Sincerely,
Customer Service Representative
In the above letter, the main idea – granting the customer’s claim for exchange of shirts that have
changed color, due to use of a washing machine – is mentioned in the very first sentence, following
the direct plan. An explanation follows, giving the reasons for the spoiled shirts and instructions for
future care. The letter ends with a friendly closing.
11.4.2 Indirect Organizational Plan
This plan or format is followed for bad news letters and for persuasive letters. When conveying
unpleasant news, the letter should be worded tactfully and try to minimize the disappointment of the
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reader. Since the bad news should be deemphasized,
it is better to place this at the end, rather
than at the beginning of the letter. Therefore, the indirect plan with the following pattern is
recommended –
1. Begin the letter with a “buffer”. This is a neutral or positive statement that lessens the impact
of the bad news. For example, if the bad news of a price increase is being conveyed to a customer,
begin with a statement about the company’s philosophy of
“ customer satisfaction.”
2. Present the facts, a background analysis and the reasons for the bad news. Try to convince the
reader that the decision is inevitable.
3. State the bad news, or the main idea, in positive or neutral language. Avoid apologizing to the
reader.
4. Close in a friendly manner. Offer some kind of compensation, or special incentive, to make up for
the bad news and to retain the reader’s goodwill.
An example of a bad news letter is shown below –
Mr. John Stanley
ABC Distributors
# 11, Queen’s Rd.,
Bangalore 560 046 March 31 st , 2008
Dear Mr. Stanley,
Distributors have always been the force behind our success. ABC distributors, in
particular, who have been our main distributors for over three decades now, have
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contributed significantly towards our company’s sales.
A review of our half yearly report, however, indicates that in South India, we have
experienced a significant decline in market share in the frozen food segment. This is
mainly because people are conservative in their eating habits, are becoming more
healthconscious
and are opting for fresh products. Due to this increasing trend, we have
decided to phase out this line of products, for which you have been our main distributors.
However, we have plans to launch several new products in the future. We will be
introducing a new range of readytoeat
products for working women very soon, for
which we will be pleased to offer you the distributorship. Enclosed are a few samples of
our new range of products for your consideration.
Looking forward to a positive response from you,
Sincerely,
Marketing Manager
Enclosures
Note that the above letter begins with a “buffer” statement in the opening paragraph, giving credit to
the distributor for having contributed to the company’s sales in the past. This lessens the impact of
the bad news that follows in the next paragraph, namely, dropping a product line distributed by them.
The background and the justification for the decision to drop the product line are explained in the
second paragraph. In order to compensate for this bad news, the distributorship of a new range of
products is offered, along with some product samples.
The indirect organizational plan, or the inductive pattern is also used when writing persuasive letters
such as sales letters. In a sales letter, the main idea is asking the customer to buy your company’s
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product. This cannot be stated right away, since the reader first has to be convinced about the
benefits of the product, before he can be asked to buy or try it. Therefore, it is necessary to delay the
main idea, or asking for action, until you have presented the reasons. In other words, the reasons will
be presented first, then the main idea, followed by a friendly closing.
A sample sales letter was shown earlier in this unit for a home burglar alarm system. This was written
in the AIDA format that was explained in detail. The AIDA format is essentially an indirect
organizational plan. It tries to capture the reader’s attention first, then creates interest in and desire
for the product, before asking for purchase of the product.
Self Assessment Question 3
1. A letter expressing a goodwill message should follow the _____________ organizational plan.
2. Granting a request for a refund at the beginning of a letter means presenting the
_________________ __________________ first.
3. A ________________ is an opening statement in a bad news letter.
4. In a persuasive letter, the indirect plan is called the __________ ____________.
5. In an indirect plan, the ________________ are presented first.
11.5 Summary
Just as memos, circulars and notices are used to communicate with internal audiences, business
letters are written channels that are used to communicate with external audiences. Business letters
are much more formal than general letters and should be written keeping in mind the following
principles –
· Courtesy and Consideration
· Directness and Conciseness
· Clarity and Precision
· Appearance and Format
The components of a business letter include –
1. Date
2. “To” address
3. Salutation
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4. Attention line
5. Subject line
6. Body
7. Close
8. Enclosures
The messages conveyed through business letters may be divided into three broad categories – 1)
Routine messages 2) Bad news messages and 3) Persuasive messages.
Most business letters are written to convey routine messages regarding daytoday
operations. Such
messages may be conveyed through the following types of letters·
Routine requests for product information and routine replies
· Routine claim and adjustment letters
· Goodwill letters
· Letters inviting quotations from suppliers
· Letters placing orders with suppliers
· Credit and collection letters
Business letters are written in either of two formats – 1) The Direct Organizational Plan and 2) The
Indirect Organizational Plan.
The direct organizational plan consists in presenting the main idea first, followed by explanations and
reasons and then a friendly closing. All routine letters follow this type of format. The advantage of this
format is that it gets reader attention, encourages him/her to read the rest of the letter, saves time
and has a logical flow.
The indirect organizational plan is used for conveying bad news messages and persuasive
messages such as sales letters. It consists in presenting the reasons and explanations first, then the
main idea, followed by a friendly closing. The logic behind using this format in a bad news letter is to
minimize the impact of the bad news, by delaying it till the end of the letter. The bad news should be
expressed in a positive manner and some compensation offered to the reader, in order to make up
for the bad news.
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A persuasive letter such as a sales letter, also follows the indirect organizational plan. In this case, a
format known as the AIDA format is used, to first gain attention and convince the reader about the
product’s benefits, before asking for action or purchase of the product. The main idea, which is the
call for action, is presented at the end.
Terminal Questions
1. Write a letter to your customers, expressing the bad news that the price of a particular product
has been increased. Use the appropriate format to present reasons and offer compensation.
2. Reply to a request from a trading company, asking for distributorship and information on your
company’s range of beauty/cosmetic products.
3. Select a company of your choice. Write a sales letter in the AIDA format to a prospective
customer, persuading him/her to buy the company’s product.
Answers to Self Assessment Questions
Self Assessment Questions 1
1. False
2. True
3. False
Self Assessment Questions 2
1. e
2. d
3. a
4. b
5. c
Self Assessment Questions 3
1. Direct
2. Main idea
3. Buffer
4. AIDA format
5. Reasons/explanations
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Answer to Terminal Questions
1. Refer 11.3.2, 11.4.2
2. Refer 11.3.1, 11.4.1
3.Refer 11.3.3, 11.4.2

MK0016 - Advertising Management And Sales Promotion

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MK0013 – Market Research-Fall Drive-Assignment-2011

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MBA Semester 3 Fall 2011 (August 2011)
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2. What are the factors affecting cost of a warehouse? What are the various types of warehouses and their uses.
3. Explain research process Differentiate between Causal and Experimental design.
4. List the benefits and limitations of focus group interviews.
5. Explain latest techniques of qualitative research.
6. Explain multidimensional scaling.

MK0012 – Retail Marketing-Fall Drive-Assignment-2011

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MBA Semester 3 Fall 2011 (August 2011)
MK0012 – Retail Marketing (4 credits)
(Book ID: B1240) / ASSIGNMENT- Set 1 / Marks 60
Note: Each Question carries 10 marks. Answer all the questions.

1. List the different stages involved in retail environment analysis.
2. Briefly explain GAP model of service quality
3. Discuss are the various types of retail store locations. What are their pros and cons?
4. List the factors influence retail store image. Discuss the elements of an interior store design
5. Write short note on visual merchandising.
6 Briefly discuss the strategic retail planning process in.


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MBA Semester 3 Fall 2011 (August 2011)
MK0012 – Retail Marketing (4 credits)
(Book ID: B1240) / ASSIGNMENT- Set 2 / Marks 60
Note: Each Question carries 10 marks. Answer all the questions.

1. What is positioning? Discuss various positioning approaches.
2. Write a short note on- psychographic segmentation.
3. Briefly describe the criteria for effective segmentation.
4. How and when can demographic and benefit segmentation be used to maximum efficiency?
5. Briefly discuss the channel strategies adopted by the retailers.
6. Differentiate between relationship marketing and transactional marketing.
7. Discuss the components of CRM.

MK0011– Consumer Behaviour-Fall Drive-Assignment-2011

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MBA Semester 3 Fall 2011 (August 2011)
MK0011 – Consumer Behaviour (4 credits)
(Book ID: B1240) / ASSIGNMENT- Set 1 / Marks 60
Note: Each Question carries 10 marks. Answer all the questions.

1. Why is it important to consider the behaviour of consumers while deciding on the marketing mix of the company? Elaborate with suitable examples.
2. List the different roles that a consumer plays while making a purchase decision.
3. Distinguish between differentiated, undifferentiated and concentrated marketing. Explain the concept with the help of suitable examples.
4. Explain the different Positioning approaches used by the companies Give examples.
5. Briefly explain the four personality types as identified by Carl Jung.
6 Explain the concept of ideal and actual self. Give suitable examples.


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MBA Semester 3 Fall 2011 (August 2011)
MK0011 – Consumer Behaviour (4 credits)
(Book ID: B1240) / ASSIGNMENT- Set 1 / Marks 60
Note: Each Question carries 10 marks. Answer all the questions.

1. List the important factors that influence consumer perceptions.
2. List the differences between absolute threshold and differential threshold? Discuss the implications of Weber’s Law.
3. Recommend any three marketing situations where the principle of grouping can be used with advantage.
4. What are attitudes? Discuss three component models of attitudes.
5. Discuss the application of multi-attribute model in changing consumer attitudes.
6. Discuss the different types of innovations with examples. Explain the role of communication and culture in diffusion of innovation.

MK0010-Fall Drive-Assignment-2011-Fall 2011 (August 2011)

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MBA Semester 3 Fall 2011 (August 2011)
MK0010 – Sales Distribution And Supply Chain Management (4 credits)
(Book ID: B1240) / ASSIGNMENT- Set 1 / Marks 60
Note: Each Question carries 10 marks. Answer all the questions.

1. List the roles and responsibilities of a sales manager.
2. Compare and contrast the various types of sales organization structures.
3. Critically analyse the role of employment agencies and internal transferring.
4. What are the motivational factors used to motivate sales team?
5. Describe the term “physical distribution management”? Discuss various components of physical distribution management.
6. Describe the role of distribution channel. List the factors in the selection of distribution channel.



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MBA Semester 3 Fall 2011 (August 2011)
MK0010 – Sales Distribution And Supply Chain Management (4 credits)
(Book ID: B1240) / ASSIGNMENT- Set 2 / Marks 60
Note: Each Question carries 10 marks. Answer all the questions.

1. Describe the various types of retailers and briefly explain the concept of wholesaling
2. What are the factors affecting cost of a warehouse? What are the various types of warehouses and their uses
3. What are the various modes of transportation available in India? List the advantages and disadvantages.
4. What are logistical operations? List the major components of logistical operations?
5. Write a note on brand equity.
6. What is brand sponsorship? Explain how organizations maintain their sponsorship positions.

BB0021-Fall Drive-Assignment-2011-BBA Semester IV

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Aug / Fall 2011
Bachelor of Business Administration-BBA Semester IV
BB0021 – Production & Operations Management– 4 Credits
(Book ID: B0100)
Assignment Set- 1 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 a. Define Production. [2 Marks]
b. Explain difference between mass production and batch production with examples. [8 Marks]
Q. 2 a. Explain Product Life cycle with an example. [6 Marks]
b. Chalk out the stages at which each of the below mentioned products are finding themselves in market today.
Products: Electric cars, Personal Computers, Pen drives and Cell Phones. [4 Marks]
Q.3 a. Define Layout and list out the various factors which determine the types of layout to be chosen. [4 Marks]
b. Explain process layout and fixed layout with examples. [6 Marks]
Q.4 a. Define Material Handling. [3 Marks]
b. List out different types of material handling systems with example. [7 Marks]
Q.5 a. What is Demand Forecasting? [2 Marks]
b. Explain difference between Trend Projections and Judgmental approach methods of forecasting? [8 Marks]
Q.6 Imagine you are the project manager of an cement factory. List out all the factors you would have to consider before finalizing the plant location. [10 Marks]


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Aug / Fall 2011
Bachelor of Business Administration-BBA Semester IV
BB0021 – Production & Operations Management– 4 Credits
(Book ID: B0100)
Assignment Set- 2 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 a. Explain different levels of Production Planning. [4 Marks]
b. Briefly explain the functions of Production Planning and Control. [6 Marks]
Q.2 . Let us consider the precedence diagram of 13 work elements show below. The time for each work element is at the top of each node:
The line operates for 7 hrs per day and an output of 550 units per day is required.
Calculate a) The cycle time. [3 Marks]
b) The theoretical minimum number of work stations. [2 Marks]
c) Calculate the balance efficiency. [5 Marks]
Q.3. With the aid of an example, explain how dispatching is done in different types of Production system. [10 Marks]
Q.4.a. Explain the problems of inspection. [5 Marks]
b. Explain the difference between Lot inspection and Process inspection. [5 Marks]
Q.5 a. Explain the relevance of plant maintenance. [3 Marks]
b. Briefly explain Breakdown Maintenance and Preventive Maintenance. [7 Marks]
Q.6 a. Define Time study. [2 Marks]
b. Explain work study with an example. [8 Marks]

BB0020-Fall Drive-Assignment-2011-BBA Semester IV

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August 2011
Bachelor of Business Administration-BBA Semester IV
BB0020 – Managing Information – 4 Credits
(Book ID: B0099)
Assignment Set- 1 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Explain the difference between data and information with examples. What are the types and functions of information?
Q.2 a. Bring out the difference between Paper based records and Computer based information [5 Marks]
b. What are the pre requisites for establishing National Information? [5 Marks]
Q.3 What are the various methods of data collection? Explain each in detail.
Q.4 What are different modes of information communication? Explain each in detail?
Q.5 Explain the different types of information search in detail. [10 Marks]
Q.6 Define Information Society. Describe the impact of information society on information profession. [10 Marks]



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August 2011
Bachelor of Business Administration-BBA Semester IV
BB0020 – Managing Information – 4 Credits
(Book ID: B0099)
Assignment Set- 2 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 What are the advantages of information retrieval?Explain the problems of full text retrieval systems? [10 Marks]
Q.2 What are the different types of trade and product bulletins?. Explain in brief. [10 Marks]
Q.3 What are the different types of attacks on information you will find in your daily life?. Explain in brief [10 marks]
Q.4 Explain the concept of information marketing? What are the various information products which can be marketed? [10 Marks]
Q.5 Explain Knowledge Management Cycle with a neat diagram [10 Marks]
Q.6 Explain the characteristics of information society. What are the major reasons, responsible for the arrival of information society?
[10 Marks]

BB0018-Fall Drive-Assignment-2011-BBA Semester- 4

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Aug 2011
Bachelor of Business Administration-BBA Semester- 4
BB0018 A and B – Human Resource Management – 2 Credits
(Book ID: B0079&B0080)
Assignment Set- 1 (30 Marks)
Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Explain the roles and responsibilities of Human Resource Manager .(10 marks)
Q.2 What are the factors affacting Human Resource Planning. (10 marks)
Q.3 Explain the process of job analysis (10 Marks)


Solved answer is ready for below assignment:
Bachelor of Business Administration-BBA Semester- 4
BB0018 A and B – Human Resource Management – 2 Credits
(Book ID: B0079&B0080)
Assignment Set- 2 (30 Marks)
Note: Each question carries 10 Marks. Answer all the questions

Q.1 Explain Recruitment process? (10 marks)
Q.2 Write a note on industrial discipline. (10 marks)
Q.3 Discuss Methods of Job Evaluation. (10 marks)

BB0017-Fall Drive-Assignment-2011-BBA Semester 4

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August 2011
Bachelor of Business Administration-BBA Semester 4
BB0017 – Financial Reporting – 2 Credits
(Book ID: B0097)
Assignment Set- 1 (30 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1. Discuss the principles for capitalizing Land acquisition cost during the construction period.
Q.2 What are the expenditures that are shown under “capital work in progress”.
Q.3 What are the statutory disclosure requirements for reserves and surplus.


Solved answer is ready for below assignment:
Bachelor of Business Administration-BBA Semester 4
BB0017 – Financial Reporting – 2 Credits
(Book ID: B0097)
Assignment Set- 2 (30 Marks)
Note: Each question carries 10 Marks. Answer all the questions.

Q.1. What are the disclosure requirements for share capital.
Q.2 . What is the prescribed format for cash flow statement.
Q.3 For a manufacturing company what is the additional information to be disclosed in the profit and loss account.

MB0039_Business Communication_Sem 1_Aug_Fall 2011_Assignment

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Master of Business Administration - MBA Semester I

MB0039 – Business Communication - 4 Credits

(Book ID: B1128)

Assignment - Set- 1 (60 Marks)

Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Explain the different types of communication with relevant examples.

Q.2 What are the general principles of writing especially business writing

Q.3 How would you prepare yourself for an oral business presentation?

Q.4 You are a team manager having 15 members in your team. Two of your key team members are on 3-weeks leave. You have to call for a monthly team meeting within a week. How effectively you would plan and carry out this meeting?

Q. 5 Distinguish between circulars and notices along with formats.

Q. 6 You are a sales manager for a particular brand of mixer and blender. Frame a sample bad news letter telling a customer about that her claim for the product replacement is rejected on the grounds that the product didn’t have any defect during the sale.

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Master of Business Administration - MBA Semester I

MB0039 – Business Communication - 4 Credits

(Book ID: B1128)

Assignment - Set- 2 (60 Marks)

Note: Each question carries 10 Marks. Answer all the questions.

Q.1 As a part of top management team, how would you communicate to your shareholders about the company’s expansion plans?

Q.2 ABC Ltd. wants to communicate about its corporate image to all its stakeholders and also to the general public. As an advisor, how do you recommend them to do it?

Q.3 What is oral business communication? Explain its benefits to the organisation and to the individual employee.

Q.4 Give short notes on communication network in the organisation.

Q. 5 What are the different types of business letters? Explain with example.

Q.6 Prepare your resume highlighting your personal achievements, job experience if any and educational background. Also prepare a cover letter to the organisation where you want to apply and the position to be applied for.

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MB0038_MPOB_Sem 1_Aug_Fall 2011_Assignment

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Master of Business Administration-MBA Semester 1
MB0038 – Management Process and Organization Behavior - 4 Credits
(Book ID: B1127)
Assignment Set- 1 (60 Marks)


Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Write a note on the functions of management.. [10]

Answer: Management has been described as a social process involving responsibility for economical and effective planning & regulation of operation of an enterprise in the fulfillment of given purposes. It is a dynamic process consisting of various elements and activities. These activities are different from operative functions like marketing, finance, purchase etc. Rather these activities are common to each and every manger irrespective of his level or status.
Different experts have classified functions of management. According to George & Jerry, “There are four fundamental functions of management i.e. planning, organizing, actuating and controlling”. According to Henry Fayol, “To manage is to forecast and plan, to organize, to command, & to control”. Whereas Luther Gullick has given a keyword ’POSDCORB’ where P stands for Planning, O for Organizing, S for Staffing, D for Directing, Co for Co-ordination, R for reporting & B for Budgeting. But the most widely accepted are functions of management given by KOONTZ and O’DONNEL
i.e.
• Planning,
• Organizing,
• Staffing,
• Directing
• Controlling.
For theoretical purposes, it may be convenient to separate the function of management but practically these functions are overlapping in nature i.e. they are highly inseparable. Each function blends into the other & each affects the performance of others.
1. Planning
It is the basic function of management. It deals with chalking out a future course of action & deciding in advance the most appropriate course of ................................... For detail answer contact us.

Q.2 Discuss any two learning theories in detail. [10]

Q.3 Explain the classification of personality types given by Sheldon.[10]

Q.4 What are the factors influencing perception? [10]

Q.5 Mr. Solanki is the VP- HR of a leading Financial services company. He is having a meeting with Ms. Ramani leading HR consultant. Mr. Solanki is concerned about creating an environment that helps in increasing the job satisfaction amongst employees. Assume that you are Ms. Ramani, the HR consultant. What suggestions you will give to Mr. Solanki, for creating an environment that increases job satisfaction [10]

Answer: Measuring Job Satisfaction: Job satisfaction is the sense of fulfillment and pride felt by people who enjoy their work and do it well. For an organization, satisfied work force ensures commitment to high quality performance and increased productivity Job satisfaction helps organizations to reduce complaints and grievances, absenteeism, turnover, and termination. Job satisfaction is also linked to a healthier work force and has been found to be a good indicator of longevity. And although only little correlation has been found between job satisfaction and productivity, it has also been found that satisfying or delighting employees is a prerequisite to satisfying or delighting customers, thus protecting the “bottom line (Brown, 1996).
The most important factors conductive to job satisfaction are:
................................... For detail answer contact us.

Q.6 Given below is the HR policy glimpse of the “VARK-LEARNING” a learning and training solutions company

1. It offers cash rewards for staff members

2. It promotes the culture of employee referral and encourages people to refer people they know may be their friends, ex. Colleagues batch mates, relatives.

3. What all needs do it takes care off according to maslow’s need hierarchy

4. It recognizes good performances and give fancy titles and jackets to the people who perform well and also felicitates them in the Annual Day of the company.

What all aspects does it takes care of according to the Maslow’s Need Hierarchy ? [10]

Master of Business Administration-MBA Semester 1

MB0038 – Management Process and Organization Behavior - 4 Credits

(Book ID: B1127)

Assignment Set- 2 (60 Marks)

Note: Each question carries 10 Marks. Answer all the questions.

Q.1 Write a note on classical era for evolution of Organization behaviour. [10]

Answer: Classical conditioning is one of the simplest forms of learning, yet it has a powerful effect on our attitudes, likes and dislikes, and emotional responses. We have all learned to respond in specific ways to a variety of words and symbols. Our lives are profoundly influenced by associations we learn through classical conditioning.

Ivan Pavlov’s research on the conditioned reflex in dogs revealed much of what we know about the principles of classical conditioning.

Classical conditioning is modifying behavior so that a conditioned stimulus is paired with an unconditioned stimulus and elicits an unconditioned behavior. Ian Pavlov, a Russian psychologist developed classical conditioning theory based on his experiments to teach a dog to salivate in response to the ringing of a bell. When Pavlov presented meat to the dog, he noticed a great deal of salvation. But, when merely bell was rung, no salivation was noticed in the dog. What Pavlov did next was to link the meat and the ringing of the bell.

Classical conditioning introduces a simple cause-and-effect relationship between one stimulus and response. It also makes the response reflective or involuntary after the stimulus-response relationship has been established.

This leaves no ground for making choices, which factor differentiates human beings from dogs. Under certain situations, classical conditioning does explain human behavior. For example, if a student is always reprimanded by his Principle when he is summoned to the principal’s office, he may become nervous whenever asked to come to the principal’s office because of this association.

Classical conditioning has real limitation in its acceptability to human behavior in organizations. An alternate approach to classical conditioning was proposed by B.F Skinner, known as Operant Conditioning, in order to explain the more complex behavior of human, especially in an organizational setting.

Q.2 . Write a note on different types of groups. Explain. [10]

Q.3 Explain the approaches of conflict management. [10]

Q.4 The environmental stressors have a great impact on work performance and adjustment of the individual in an organization. Discuss the different categories of environmental stressors. [10]

Q.5 Given below are certain instances observed by the summer trainee – Ritu, while making an observational study at GlobalGreen consultants. An organization dealing with recycling of plastic products waste etc. She makes the following observation about two key people in the organization.

1. Mr. Patnayak – He is a very friendly person and encourages his team members by giving those recommendations and appreciations. This helps HR to decide about giving a bonus or promotion to employees.

2. Mr. Dutta - He is an aggressive person. He frequently loses his temper. Ritu observes that he frequently punishes the non-performers and also give them warnings regarding suspension etc.

Now explain what base of power does Mr. Patnayak and Mr. Dutta belongs to. Explain the type of power they use often

[10]

Q.6 “Fashion4Now” is a famous and old magazine. The top management decides to start the e- edition of the magazine.

They also decide the redefine the policies and culture of window to truth’

To start implementing, this change, they frequently call meetings of employees. They have also formed groups at different levels to clarify doubts and explain the perspective of change.

Analyze the situation in the context of organizational change and elaborate why the top management is following the discussed practices and what approach is most evident in the context. [10]


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