Should the most experienced member of a department have final approval of the content for the

department's wiki? Why or why not?

Is it ethical to use design elements and special effects to persuade an audience? Why or why not?

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The use of social networks by employees during work hours remains a controversial topic, with
some companies encouraging networking, some at least allowing it, and others prohibiting it.
Your task Using the free wiki service offered by Zoho ([Link]/wiki/) or a comparable
system, collaborate on a report that su

Revise this message so that it follows this chapter's guidelines. I have recently received a very
attractive job offer from the Warrington Company. But before I let them know one way or
another, I would like to consider any offer that your firm may extend. I was quite impressed with
your company during my recent interv

Assume that you achieved all the tasks shown in Activity 4, not as an individual employee but as
part of a work team. In your résumé, must you mention other team members? Explain your
answer.

Revise the following sentences to eliminate terms that are considered sexist or that suggest
stereotypes. 1. Any applicant for the position of fireman must submit a medical report signed by
his physician. 2. Every employee is entitled to see his personnel file. 3. All waiters and
waitresses are covered under our new

Many business organizations today use teams to accomplish their goals. To help you develop
speaking, listening, and teamwork skills, your instructor may assign team projects. One of the
first jobs in any team is selecting members and becoming acquainted. Your instructor will divide
your class into small groups or tea

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Knowing the jargon and "hot button" issues in a particular profession or industry can give you a
big advantage when it comes to writing your résumé and participating in job interviews.
You can fine-tune your résumé for both human readers and applicant tracking systems,
sound more confident and informed in interview

You've been in your new job as human resources director for only a week, and already you have
a major personnel crisis on your hands. Some employees in the marketing department got their
hands on a confidential salary report and learned that, on average, marketing employees earn less
than engineering employees. In addi

What special skills do customer-service representatives in chat sessions require?

What are the three stages of every interview, and which is the most important?

Distinguish between achieving emphasis mechanically and achieving it stylistically?

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Revise the following sentences to emphasize the perspective of the audience and the "you" view.
1. To help us process your order with our new database software, we need you to go to our Web
site and fill out the customer information required. 2. Under a new policy, reimbursement of
travel expenses will be restricted

Select a product you are familiar with and imagine you are the manufacturer, trying to get a local
retail outlet to carry it. Use the Internet and other resources to gather information about the
product. Your task Write an unsolicited sales proposal in letter format to the owner (or manager)
of the store, proposing

Your instructor wants to know more about you, your motivation for taking this course, your
career goals, and your writing skills. Send an e-mail or write a memo of introduction to your
instructor. See Chapter 5 for formats and tips on preparing e-mails. In your message include the
following: Your reasons for taking

After several false starts, tablet computers have finally caught on among business users. In
addition to Apple's popular iPad, seemingly every computer company on the planet is looking to
get a share of this market. Will they be a passing fad? A cool toy or a serious business tool? Your
task Prepare a short analytic

If you lack one important qualification for a job but have made it past the initial screening stage,
how should you prepare to handle this issue during the next round of interviews? Explain your
answer.

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What is ethnocentrism, and how can it be reduced?

Molly, a 23-year-old college graduate with a 3.5 GPA, was hired as an administrative assistant.
She was a fast learner on all the software, but her supervisor had to give her a little help with
punctuation. On the ninth day of her job, she resigned saying: "I just don't think this job is a good
fit. Commas, semicolons,

What steps can you take to ensure success with online presentations?

What trends in business and what developments in technology are forcing workers to write more
than ever before?
You know those times when you're craving Thai food or the perfect fruit smoothie, but you don't
know where to go? Or when you're out shopping or clubbing and want to let your friends know
where you are? Foursquare's location-based services connect you with friends and companies
that offer products and services of inter

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Visit any restaurant, possibly your school cafeteria. The workers and fellow customers will
assume that you are an ordinary customer, but you are really a spy for the owner. Your task After
your visit, write a short letter to the owner explaining (a) your actions and observations, (b) any
possible violations of poli

If you haven't begun your professional career yet or you are pursuing a career change, the
employment history section on your résumé can sometimes be a challenge to write. A
brainstorming session with your wise and creative classmates could help. Your task In a team
assigned by your instructor, help each other evalua

For years, a controversy has been brewing over the amount of junk food and soft drinks being
sold through vending machines in local schools. Schools benefit from revenue-sharing
arrangements, but many parents and health experts are concerned about the negative effects of
these snacks and beverages. You and your brother

It is quite natural to favor one's own country over a foreign one. To what extent can
ethnocentrism and stereotypes be considered normal reactions, and when do they become
destructive and unproductive in the workplace?

In e-mails writers sometimes use abbreviations such as FYI ("for your information") and ASAP
("as soon as possible"). Other writers sometimes use LOL ("laughing out loud"), 4 u ("for you"),
and gr8 ("great"). What's the difference between these abbreviations, and how do they contribute
to one's professional image?

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Can you use a qualifications summary if you don't yet have extensive professional experience in
your desired career? Why or why not?

Using your team's answers to Activity 4, make the statements stronger by quantifying them
(make up any numbers you need).

Rewrite this résumé so that it follows the guidelines presented in this chapter. Sylvia
Manchester 765 Belle Fleur Blvd. New Orleans, LA 70113 (504) 312-9504
smanchester@[Link] PERSONAL: Single, excellent health, 5'7", 136 lbs.; hobbies include
cooking, dancing, and reading. JOB OBJECTIVE: To obtain a respon
In a survey of teenagers, most admitted that they spend a considerable amount of their lives
composing e-mails, instant messages, texts, and social network posts. Yet they did not consider
these messages real writing.2 What distinctions do you see between texting and workplace or
academic writing?

Health care costs are a pressing concern at every level in the economy, from individual
households up through companies of all sizes on up to state and federal governments. Many
companies that want to continue offering or to start offering some level of health insurance to
their employees are struggling with a cost spi

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Name at least five techniques that will help you build strong nonverbal skills?

What is an interviewer likely to conclude about you if you don't have any questions to ask during
the interview?

Finding job openings that align perfectly with your professional interests is wonderful, but it
doesn't always happen. Sometimes you have to widen your search and go after whatever
opportunities happen to be available. Even when the opportunity is not ideal, however, you still
need to approach the employer with enthusi

Which phase of the writing process should receive the most time? Why?

The introductory statement of a résumé requires some careful thought, both in deciding
which of the three types of introductory statement (see page 365) to use and what information to
include in it. Getting another person's perspective on this communication challenge can be
helpful. In this activity, in fact, someone

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It seems like everybody in your firm is frustrated. On the one hand, top executives complain
about the number of lower-level employees who want promotions but just don't seem to "get it"
when it comes to dealing with customers and the public, recognizing when to speak out and
when to be quiet, knowing how to push new i

Why is it important to distinguish unethical or illegal interview questions from acceptable

questions? Explain.

You are president of the Friends of the Library, a not-for-profit group that raises funds and
provides volunteers to support your local library. Every February, you send a report of the
previous year's activities and accomplishments to the County Arts Council, which provides an
annual grant of $1,000 toward your group'
Between your sophomore and junior years, you quit school for a year to earn the money to finish
college. You worked as a loan-processing assistant in a finance company, checking references on
loan applications, typing, and filing. Your manager made a lot of the fact that he had never
attended college. He seemed to rese

Anyone looking at the fragmented 21st-century landscape of media and entertainment options
might be surprised to learn that poetry was once a dominant medium for not only creative literary
expression but also philosophical, political, and even scientific discourse. Alas, such is no longer
the case. Your task With a

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Why are businesspeople writing fewer interoffice memos and letters today?

Describe the steps to creating a simple podcast?

If the Web is one of the greatest sources of information, why must researchers exercise caution
when using Web sources?

How do report writers decide what type of graphic to use in a report?

Your boss at Contact PR, a hip midsized public relations agency, is concerned that the youngest
employee generation may be "over sharing" on Facebook. Two supervisors have complained that
they spotted inappropriate photos on Facebook posted by a small group of Millennials on the
company payroll. This group of twenty so

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Why is the passive voice acceptable, even desirable, in bad news messages when it's considered
poor, impersonal writing in most other situations?

List the typical components of direct e-mails and memos?

Have you ever bought a product that didn't work as promised? Have you been disappointed in
service at a bank, restaurant, department store, or discount house, or from an online merchant?
Have you had ideas about how a company or organization could improve its image, service, or
product? Remember that smart companies wa

Why must researchers document their sources meticulously?

Why is the budget section of a proposal particularly important?

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Revise the following to avoid redundancies. Because his laptop was small in size, he could carry
it everywhere. 1. A basic fundamental of computer safety is to avoid storing your password on a
file in your computer because criminals will look there first. 2. The manager repeated again his
warning that we must use st

A recent study suggests that American teenagers text away to the tune of about 80 messages a
day, almost 2,300 a month. The dangers of texting while driving are well established, but what
about texting while walking? A 15-year-old in New York state fell into an unsecured manhole
while she was texting. Another texting t

Describe the main purposes of using Facebook, business podcasts, blogs, and wikis?

In the past your company offered all employees 11 holidays, starting with New Year's Day in
January and proceeding through Christmas Day the following December. Other companies offer
similar holiday schedules. In addition, your company has given all employees one floating
holiday. That day was determined by a company-w

How can you ensure that you adopt an appropriate report writing style?

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Why are reports indispensable documents in business?

Revise the following sentences to eliminate trite business phrases. 1. Pursuant to your request, I
will submit your repair request immediately. 2. Enclosed please find the list of customers that
will be used in our promotion. 3. As per your request, we are sending the contract under separate
cover. 4. Every effort

Which silent messages does a business letter convey?

What does conveying empathy mean in delivering apologies?

Why are plain Thank you or a standard phrase such as Thank you in advance for your
cooperation undesirable in a closing of a business message?

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What purposes do proposals serve?

Revise the following to avoid unnecessary there is/are and it is/was fillers. 1. There is a
password-checker that can evaluate your password's strength automatically. 2. It is careless or
uninformed individuals who are the most vulnerable to computer hackers. 3. There are
computers in Internet cafes, at conferences,

What motivating impulse may prompt individuals to agree to requests that do not directly benefit
themselves or their organizations?
Is it ethical to write a "hyped-up" letter of recommendation or one that is only lukewarm or
vague? How would you feel if someone you trust wrote you either a letter of recommendation
that stretches the truth or one that is less than glowing?

What design techniques can you use to improve the readability of e-mails, memos, letters, and
reports?

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Why are apologies in business so complex and controversial?

Yasmin Qajar, a hardworking bank teller, has sent a request asking that the company create a
program to reimburse the tuition and book expenses for employees taking college courses.
Although some companies have such a program, Middleton Bank has not felt that it could
indulge in such an expensive employee perk. Moreove

Why should business writers strive for conciseness?

In proofreading, why is it difficult to find your own errors? How can you overcome this barrier?

Why do writers of most e-mails and memos frontload-that is, reveal the main idea immediately
in the opening?

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How can you make messages delivering instructions most readable?

How do you make an outline?

How can the passive voice be used effectively in bad-news messages? Provide an original
example.

What are the differences between editing manually and editing digitally? What tools are used for
each?

You have just submitted a beautifully researched report. But your supervisor focused on the two
or three little errors that you missed and gave none of the praise you expected. Was this fair of
your supervisor?

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In teams, discuss how you would collect information for each of the following report topics.
Would your research be primary, secondary, or a combination of methods? What resources
would be most useful-books, articles, the Web, interviews, surveys? a. Investigating employee
commuting habits for the purpose of creating
Now that you have studied active and passive voice, what do you think when someone in
government or business says that mistakes were made? Is it unethical to use the passive voice to
avoid specifics?

How are direct-mail sales messages and e-mail sales messages similar, and how are they
different?

Which category of proposal, solicited or unsolicited, is more likely to succeed, and why?

In what ways have businesses embraced social networking?

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Playboy recently launched a new "office-safe" Web site, [Link], designed to

entertain the magazine's core readership, males between the ages of twenty five and thirty-four,
as they goof off on the job. Hiding its true origin, the new Web site expressly wishes to reach
bored men at work. Instead of nudity,

You are a junior sales associate working for Chicago BMW Motorcycle. Because of the
economic crisis, sales of motorcycles have taken a huge hit across the board. When money is
tight, people tend to cut back on luxurious "toys" such as expensive bikes. BMW relies on a
well-heeled clientele, much of it composed of middle

What are the four parts of successful persuasive messages?

Revise the following sentences to avoid confusing jargon, slang, clichés, and wordiness. 1.
Our manager insists that we must think outside the box in promoting our new kitchen tool. 2.
Although we got burned in the last contract, you can be sure we will stand our ground this time.
3. Beyond the shadow of a doubt, o

What distinguishes rational, emotional, and dual appeals in persuasion?

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What are some of the dangers of e-mail?

What's wrong with expressions such as due to the fact that and in view of the fact that?

What techniques do writers of successful online sales messages use?

Is it true that the "squeaky wheel gets the most grease," meaning that the customer complaining
the loudest and most aggressively will get noticed and receive the greatest concessions?

In the following, identify the sentence fault (fragment, run-on, comma splice). Then revise to
remedy the fault. 1. Although they began as a side business for Disney. Destination weddings
now represent a major income source. 2. About 2,000 weddings are held yearly. Which is twice
the number just ten years ago. 3. We

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Recline in your first-class seat and sip a freshly stirred drink while listening to 12 channels of
superb audio, or snooze is an example of what type of persuasive appeal? How does it compare
to the following: Take one of four daily direct flights to Europe on our modern Airbus aircraft,
and enjoy the most legroom of a

What is a buried verb? Give an original example. Why should writers avoid buried verbs?

What are the business communicator's most important goals in communicating negative news?

Name the six kinds of informal reports. Explain their purpose.

How can you determine when it is appropriate to send an e-mail, a memo, or a letter?

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Briefly compare the advantages and disadvantages of illustrating data with charts (bar and line)
versus tables.

Why might it be a bad idea to be blunt and terse toward students and other people on a budget
when denying them credit?

How might technology shape business report formats and their delivery in the future?

Communication author Dana Bristol-Smith likens delivering bad news to removing a Band-Aid-
you can do it slowly or quickly. She thinks that quickly is better, particularly when companies
must give bad news to employees.13 Do you agree or disagree?

When should you write a claim letter instead of venting your frustration by e-mail?

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Suggest at least ten best practices for using IM and texting responsibly and professionally?

Radio Shack infamously fired 400 of its employees by e-mail a few years ago. More recently, the
CEO of electric-car manufacturer Tesla, Elon Musk, used his blog to announce layoffs. Why do
most business communicators and management experts frown upon such behavior?

What's wrong with expressions such as necessary prerequisite and small in size?

Media company ESPN recently created an official policy for social networking that affects all its
prominent talent. The core message: "Assume at all times you are representing ESPN." Some
sports bloggers have criticized the rules as too strict. Discuss the ramifications of the core
statement.

The opening and the closing are the most emphatic parts of any message. How can writers avoid
sounding demanding and abrupt in these two most important sections?

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How can report writers ensure that they present their topics objectively and credibly?

Name five techniques for motivating action in the closing of a sales message?

What are some tips for business writers wishing to apologize effectively?

When is the indirect strategy in communicating bad news preferable?

When is the direct strategy more effective than the indirect strategy in conveying negative news?

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You work in an insurance office where you are expected to use a book of boilerplate paragraphs
to respond to customer inquiries. Many of these paragraphs use flabby expressions, trite business
phrases, long lead-ins, and other writing faults you have studied. What should you do?

Explain how blogs and social media networks can be used by businesses and report writers.

What are meeting minutes, and who is their intended audience?

Why is the section devoted to reasons the most important part of a negative message, and which
five factors ensure the effectiveness of the reasons given?

Describe the five major formats used for reports. Be prepared to discuss each.

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Google CEO Eric Schmidt upset some by sketching his vision of a future in which targeted
advertising will become so sophisticated that the search software will know exactly users'
preferences and literally tell them what to do. Google is already under fire for its Street view
software in Google Maps for breaching priva

A friend in a distant city is considering moving to your area for more education and training in
your field. Your friend has asked you for information about your program of study. Write a letter
describing a program in your field (or any field you wish to describe). What courses must be
taken? Toward what degree, cert

Select a one- or two-page sales letter received by you or a friend. (If you are unable to find a
sales letter, your instructor may have a collection.) Study the letter and then answer these
questions: a. What techniques were used to capture the reader's attention? b. Is the opening
effective? Explain. c. What are th

Mario Franchini, regional sales manager for a multinational manufacturer, is always in a hurry
and doesn't take the time to write careful messages. As his assistant, you sometimes revise
messages for him. Today he asks you to look over his message to Zhu Chen, regional sales
manager for the company's prosperous branch

It's easy to use clichés because they just roll off the tongue. What's wrong with tried-and-true
expressions such as it is what it is or at the end of the day?

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Why should writers avoid opening a sentence or clause with there is or there are?

How does your use of e-mail, IM, texting, blogs, social media, and other current communication
technologies with your friends and family compare with the business uses of these technologies
that you learned about in this chapter?

What are primary and secondary data, and why is it best to start your research by gathering
secondary data first?

How would you determine whether to use the direct strategy or the indirect strategy for your
report?

Respected industry analyst Gartner Research issued a report naming social networking as one of
the top ten "disruptive" (innovative, game-changing) influences shaping information technology
today.14 Should organizations fear Web sites where consumers post negative messages about
products and services? What actions can

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For each of the following sentences, circle (a) or (b). Be prepared to justify your choice. 1.
Which is more emphatic? a. They offer a lot of products. b. Cyber Guys offers computer, travel,
and office accessories. 2. Which is more emphatic? a. Increased advertising would improve
sales. b. Adding $50,000 in adver

Why should you state facts in a claim message logically, objectively, and unemotionally?

What are the purposes of headings, and what are the two heading types discussed in this chapter?

Aside from using a buffer and the indirect strategy, what other techniques can you employ that
will cushion the blow of negative news?
In an age when millions of e-mails are sent daily, does the writing of an "old-fashioned" business
letter potentially provide a competitive advantage or reflect favorably on the writer? Under what
circumstances and why?

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Briefly describe the pros and cons of instant messaging and texting?

How would you counter the claim that the indirect organization strategy is unethical or
manipulative because the writer deliberately delays the main idea?

Specify some of the key formatting and usage conventions for e-mails?

Analyze the Facebook message requesting a recommendation from a professor, and list its
weaknesses. If your instructor directs, revise the message. Decide whether to use Facebook, of
which the receiver is a member, or a conventional e-mail to make this request. A copy of this
message is provided at [Link]

Distinguish between formal and informal methods of researching data for a business message?

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Following is a letter to a customer who demanded a brand-new replacement Droid smart phone
under her wireless phone protection plan. Analyze the message. List its weaknesses, and then
outline an appropriate writing plan. If your instructor directs, revise the message. A copy of this
message is provided at [Link]

What does frontloading the message mean, and what are the advantages in direct requests?

How can you ensure that you close a bad-news message pleasantly and maintain the reader's
goodwill?

Why would you want to start your research with secondary data rather than gathering primary
data right away?

You are working for the small accounting firm, CPA Plus, and your boss, Bradford Trask,
wonders whether your company could produce podcasts for its clients without professional help.
He doesn't know how podcasting really works, nor what resources or costs would be required.
However, he has read about the benefits of pr

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List the guidelines for effective headings.

The oud (rhymes with "mood") is a popular musical instrument in many cultures from northern
Africa to southwest Asia, enjoying the same status in these countries as the guitar enjoys in
Europe and the Americas. The oud, which dates back to the seventh century, was also the
ancestor of the Europeanstyle lute that had it

Walter Joss is one the best employees in your department, a smart and hard worker with a keen
mind for business. His upbeat attitude has helped the entire department get through some rough
times recently, and on a personal level, his wise counsel helped you grow into a leadership role
when you were promoted to marketin

Find the website of any product that can be ordered online (any product you find interesting and
that is appropriate to use for a class assignment). Adapt the information on the website, using
your own words, and write four tweets to promote the product. The first should get your
audience's attention (with an intriguin

Natalie Sisson bills herself as the "Suitcase Entrepreneur," and she's living proof that one can
live an adventurous life and build a thriving business-she has been traveling the world since she
left her native New Zealand in 2006. She offers business and social media coaching, and she
recently compiled her social medi

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Your boss has asked you to post a message on the company's internal blog, urging everyone in
your department to donate money to the company's favorite charity, an organization that operates
a summer camp for children with physical challenges. You wind up writing a lengthy posting
packed with facts and heartwarming anec

The time and energy required for careful revision can often benefit you or your company
directly. For example, reader-friendly product descriptions will increase the probability that
website visitors will buy your products. But what about situations in which the quality of your
writing and revision work really doesn't

Chester never seems to be paying attention during weekly team meetings. He has never
contributed to the discussion, and you've never seen him take notes. He says he wants to support
the team but finds it difficult to focus during routine meetings. List some ideas you could give
him that might improve his listening skil

At IBM, you're one of the coordinators for the annual Employee Charitable Contributions
Campaign. Since 1978, the company has helped employees contribute to more than 2,000 health
and human service agencies. These groups may offer child care, treat substance abuse, provide
health services, or fight illiteracy, homeless

The "You" Attitude Rewrite the following sentences to reflect your audience's viewpoint. 1. We
request that you use the order form supplied in the back of our catalog. 2. We insist that you
always bring your credit card to the store. 3. We want to get rid of all our 15-inch monitors to
make room in our warehouse fo
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Lee Valley Tools ([Link]) sells high-quality woodworking tools across Canada
through its retail stores and around the world through its website and catalogs. Although
weekend hobbyists can pick up a mass-produced hand plane (a tool for smoothing wood) for $20
or $30 at the local hardware store, serious woodw

In a team assigned by your instructor, use Zoho ([Link]; free for personal use), Google
Docs ([Link]), or a comparable system to collaborate on a set of directions that out-of-
town visitors could use to reach a specific point on your campus, such as a stadium or dorm. The
team should choose the location

When composing business messages, how can you communicate with an authentic voice and
project your company's image at the same time?

Other than possibly wrinkling their noses at that faint smell that wafts out of the plastic bags
when they bring clothes home from the dry cleaner, many consumers probably don't pay much
attention to the process that goes on behind the scenes at their neighborhood cleaner. However,
traditional dry cleaning is a chemica

Is leveraging your connections on social networks for business purposes ethical? Why or why
not?

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JetBlue was one of the first companies to incorporate the Twitter microblogging service into its
customer communications, and more than a million flyers and fans now follow the airline's
tweeting staff members. Messages include announcements about fare sales (such as limited-time
auctions on eBay or special on-site sal

Given the strict limits on length, should all your micro blogging messages function as teasers that
link to more detailed information on a blog or website? Why or why not?

XtremityPlus is known for its outlandish extremesports products, and the Looney Launch is no
exception. Fulfilling the dream of every childhood daredevil, the Looney Launch is an aluminum
and fiberglass contraption that quickly unfolds to create the ultimate bicycle jump. The product
has been selling as fast as you can

What are the situations in which a printed memo or letter might be preferable to an electronic
message?

In items 1-5, indicate the correct adjective or adverb provided in parentheses. 1. Their
performance has been (good, well). 2. I (sure, surely) do not know how to help you. 3. He feels
(sick, sickly) again today. 4. Customs dogs are chosen because they smell (good, well). 5. The
redecorated offices look (good, wel
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You've been trying for months to convince your boss, company CEO Will Florence, to start
using Twitter. You've told him that top executives in numerous industries now use Twitter as a
way to connect with customers and other stakeholders without going through the filters and
barriers of formal corporate communications,

Your company sells flower arrangements and gift baskets. Holidays are always a rush, and the
overworked staff makes an occasional mistake. Last week, somebody made a big one. As a
furious email message from a customer named Anders Ellison explains, he ordered a Valentine's
Day bouquet for his wife, but the company sent

How does an abstract word differ from a concrete word?

Read the following document and (a) Analyze the strengths and weaknesses of each sentence and
(b) Revise each document so that it follows this chapter's guidelines. Your spring fraternity party
sounds like fun. We're glad you've again chosen us as your caterer. Unfortunately, we have
changed a few of our policies,

Elaine Bridgewater, the former professional golfer you hired to oversee your golf equipment
company's relationship with retailers, knows the business inside and out. As a former touring
pro, she has unmatched credibility. She also has seemingly boundless energy, solid technical
knowledge, and an engaging personal style

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Like many of the staff at Razer ([Link]), you are an avid game player. You can
therefore sympathize with a customer who got so excited during a hotly contested game that he
slammed his Razer Anansi keyboard against his chair in celebration. Razer products are built for
serious action, but no keyboard can wit

A not-so-secret secret is getting more attention than you'd really like after an article in Business
week gave the world an inside look at how much money you and other electronics retailers make
from extended warranties (sometimes called service contracts). The article explained that
typically half of the warranty pric

You've been asked to write a letter of recommendation for an employee who worked for you
some years ago. You recall that the employee did an admirable job, but you can't remember any
specific information at this point. How should you handle the situation?

As chief administrator for the underwriting department of Aetna Health Plans in Walnut Creek,
California, you're facing a difficult task. One of your best underwriters, Hector Almeida, recently
lost his wife in an automobile accident (he and his teenage daughter weren't with her at the time).
Because you're the boss, e

What functions do transitions serve?

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Can you express sympathy with someone's negative situation without apologizing for the
circumstances? Explain your answer.

Offering an employee concierge seemed like a great idea when you added it as an employee
benefit last year. The concierge handles a wide variety of personal chores for employees,
everything from dropping off their dry cleaning to ordering event tickets to sending flowers.
Employees love the service, and you know the ti

You are writing a book about the advantages and potential pitfalls of using online collaboration
systems for virtual team projects. You would like to include several dozen reallife examples
from people in a variety of industries. Fortunately, you publish a highly respected blog on the
subject, with several thousand reg

What is typically covered in the work plan for a report?

Select a piece of business mail that you received at work or at home. Analyze its appearance.
What nonverbal messages does this piece send? Are these messages consistent with the content
of the mailing? If not, what could the sender have done to make the nonverbal communication
consistent with the verbal communication?

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For each of the following communication tasks, state a specific purpose (if you have trouble, try
beginning with "I want to . . . "). 1. A report to your boss, the store manager, about the outdated
items in the warehouse 2. A blog posting to customers and the news media about your company's
plans to acquire a compet

Use what you know about sales messages to analyze the flaws in this promotional brochure.
Then use the steps that follow to produce a better version. We are pleased to announce that
Scruba Dub has added a new service, the Car Care Club. It costs $5.95 for a lifetime membership
(your car's lifetime) and features our com

Every time you send a routine request to Ted Jackson, he fails to comply. His lack of response is
beginning to affect your job performance. Should you send Jackson an email message to ask
what's wrong? Complain to your supervisor about Jackson's uncooperative attitude? Arrange a
face-to-face meeting with Jackson? Bring
What are some questions to ask when gauging the audience's needs during the planning of a
persuasive message?

With another student, analyze the persuasive email message at Host Marriott (Figure 9.5 on page
232) by answering the following questions. 1. What techniques are used to capture the reader's
attention? 2. Does the writer use the direct or indirect organizational approach? Why? 3. Is the
subject line effective? Why

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Read the following document and (a) Analyze the strengths and weaknesses of each sentence and
(b) Revise the message so that it follows this chapter's guidelines. I regret to inform you that you
were not selected for our summer intern program at Equifax. We had over a thousand
résumés and cover letters to go thr

Your company's error cost an important business customer a new client; you know it, and your
customer knows it. Do you apologize, or do you refer to the incident in a positive light without
admitting any responsibility? Briefly explain.

Production on a popular line of decorative lighting appliances produced at your Chinese

manufacturing plant inexplicably came to a halt last month. As the product manager in the
United States, you have many resources you could call on to help, such as new sources for faulty
parts. But you can't do anything if you don't

As someone who came of age in the "post email" world of blogs, wikis, social networks, and
other Web 2.0 technologies, you were rather disappointed to find your new employer solidly
stuck in the age of email. You use email, of course, but it is only one of the tools in your
communication toolbox. From your college year

What is the sequence of elements in a negative message organized using the direct approach?

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What is likely to happen if a promotional message starts immediately with a call to action? Why?

Read the following message and (a) Analyze the strengths and weaknesses of each sentence and
(b) Revise the document so that it follows this chapter's guidelines. I am considered the country's
foremost authority on employee health insurance programs. My clients offer universally positive
feedback on the programs I'

Select which approach you would use (direct or indirect) for the following negative messages. 1.
An email message to your boss, informing her that one of your key clients is taking its business
to a different accounting firm 2. An email message to a customer, informing her that one of the
books she ordered from your
To review chapter content related to each set of exercises, refer to the indicated Learning
Objective. Revising Messages: Clarity Break the following sentences into shorter ones; revise as
necessary to maintain sense and smooth flow. 1. The next time you write something, check your
average sentence length in a 100-w

Revise the following short email messages so that they are more direct and concise; develop a
subject line for each revised message. 1. I'm contacting you about your recent order for a High
Country backpack. You didn't tell us which backpack you wanted, and you know we make a lot
of different ones. We have the canvas

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Caught in a perfect storm of online retailing, downloadable e-books, low-cost mass

merchandisers, a fragmented audience with multiple entertainment options, and the worst
recession in memory, the giant Borders bookstore chain was forced to file for bankruptcy
protection in 2011. Your task Download the Borders press rel

One of your colleagues, Katina Vander, was recently promoted to department manager and now
serves on the company's strategic planning committee. At its monthly meeting next week, the
committee will choose an employee to lead an important market research project that will help
define the company's product portfolio for

Twelve million people in the United States are allergic to one or more food ingredients, and
every three minutes, on average, one of these allergy sufferers ends up in a hospital emergency
room.14 Even though federal law now mandates that food labels call out the presence of eight
major food allergens, do food manufact

Tom Weiss worked in the office at Opal Pools and Patios for four months, under your
supervision (you're the office manager). On the basis of what he told you he could do, you
started him as a file clerk. However, his organizational skills proved inadequate for the job, so
you transferred him to logging in accounts rece

In items 1-5, replace the underlined nouns with the correct pronouns. 1. To which retailer will
you send your merchandise? 2. Have you given John and Nancy a list of parts? 3. The main
office sent the invoice to Mr. and Mrs. Litvak on December 5. 4. The company settled the
company's accounts before the end of the y

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Search LinkedIn for the profile of an expert in any industry or profession. Now imagine that you
are going to introduce this person as a speaker at a convention. You will make an in-person
introduction at the time of the speech, but you decide to introduce him or her the day before on
Twitter. Write four tweets: one th
Spreading FUD-fear, uncertainty, and doubt-about other companies is one of the less-honorable
ways of dealing with competition in the business world. For example, someone can start a
"whisper campaign" in the marketplace, raising fears that a particular company is struggling
financially. Customers who don't want to ris

What is parallel construction, and why is it important?

What questions should you ask yourself when choosing between the direct and indirect
approaches?

Rewrite the following paragraph to vary the length of the sentences and to shorten the paragraph
so it looks more inviting to readers: Although major league baseball remains popular, more
people are attending minor league baseball games because they can spend less on admission,
snacks, and parking and still enjoy the e

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Rewrite the following paragraph using a parallel bulleted list and one introductory sentence: Our
forensic accounting services provide the insights needed to resolve disputes, recover losses, and
manage risk intelligently. One of our areas of practice is insurance claims accounting and
preparation services, designed to

Read the following message and (a) Analyze the strengths and weaknesses of each sentence and
(b) Revise the document so that it follows this chapter's guidelines. At Tolson Auto Repair, we
have been in business for over 25 years. We stay in business by always taking into account what
the customer wants. That's why

Read the following document and (a) Analyze the strengths and weaknesses of each sentence and
(b) Revise the message so that it follows this chapter's guidelines. I am responding to your letter
of about six weeks ago asking for an adjustment on your wireless router, model WM39Z. We test
all our products before they

How do the compositional modes of orientations, summaries, and teasers differ?

Why is it important to be engaged with stakeholders before trying to use social media during a
crisis or other negative scenario?

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In teams of four or five classmates, role-play a scenario in which the team is to decide which
department at your college will receive a $1 million gift from an anonymous donor. The catch:
Each member of the team will advocate for a different department (decide among yourselves
who represents which departments), which
The coffee shop across the street from your tiny apartment is your haven away from home great
beverages, healthysnacks, an atmosphere that is convivial but not so lively that you can't focus
on homework, and free wireless. It lacks only one thing: some way to print out your homework
and other files when you need hard c

You chose your college or university based on certain expectations, and you've been enrolled
long enough now to have some idea about whether those expectations have been met. In other
words, you are something of an expert about the "consumer benefits" your school can offer
prospective students. Your task In a team of

Does the three-step writing process apply to IM? Why or why not?

For the next several days, take notes on your listening performance during at least a half-dozen
situations in class, during social activities, and at work, if applicable. Referring to the traits of
effective listeners in Table 2.2 on page 41, rate yourself using always, frequently, occasionally,
or never on these posi

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What are three principles to follow for writing condolence messages?

Why is proofreading an important part of the writing process?

Explain what the following gestures or one during a conversation. How did you reach your
conclusions about each nonverbal signal? How do such signals influence your interpretation of
spoken words? Summarize your findings in a post on your class blog or in an email message to
your instructor. a. Shifting one's body con

What are your responsibilities when you review and edit the work of others?

Twelve million people in the United States are allergic to one or more food ingredients, and
every three minutes, on average, one of these allergy sufferers ends up in a hospital emergency
room. Even though federal law now mandates that food labels call out the presence of eight
major food allergens, do food manufactur

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The following letter rejecting a faucet manufacturer's product presentation contains many errors
in judgment. Working with your classmates in a team effort, you should be able to improve its
effectiveness as a negative message. First, analyze and discuss the letter's flaws. How can it be
improved? Use the following q

Read the following message and (a) Analyze the strengths and weaknesses of each sentence and
(b) Revise the document so that it follows this chapter's guidelines. Dear TechStar Computing:
I'm writing to you because of my disappointment with my new multimedia PC display. The
display part works all right, but the au

A project leader has made notes about covering the following items at the quarterly budget
meeting. Prepare an agenda by putting these items into a logical order and rewriting them, where
necessary, to give phrases a more consistent sound. Create a presentation slide (or a blog post, as
your instructor indicates). Bud

When writing persuasive messages, why is it so important to give special attention to the analysis
of your purpose and audience?

Amateur and professional golfers in search of lower scores want to find clubs that are optimized
for their individual swings. This process of club fitting has gone decidedly high tech in recent
years, with fitters using Doppler radar, motion-capture video, and other tools to evaluate golfers'
swing and ball flight char

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The following persuasive request for adjustment contains numerous flaws. Read the message
carefully and analyze its faults. Then use the following steps to outline and write an improved
message. a. Describe the flaws in this persuasive request for adjustment. b. Develop a plan for
rewriting the letter. The following

Your company, PolicyPlan Insurance Services, is a 120-employee insurance claims processor

based in Milwaukee. PolicyPlan has engaged Midwest Sparkleen for interior and exterior
cleaning for the past five years. Midwest Sparkleen did exemplary work for the first four years,
but after a change of ownership last year, the

The consumer reviews on Yelp ([Link]) can be a promotional boon to any local
business-provided the reviews are positive, of course. Negative reviews, fair or not, can affect a
company's reputation and drive away potential customers. Fortunately for business owners, sites
like Yelp give them the means to respond t

You've been proud of many things your gardening tool company has accomplished as it grew
from just you working in your basement shop to a nationally known company that employs more
than 200 people. However, nothing made you prouder than the company's Helping Our
Hometown Grow program, in which employees volunteer on co

Like most other companies today, your firm makes extensive use of the web for internal and
external communication. However, after reading about the Web Accessibility Initiative (WAI),
you've become concerned that your company's various websites haven't been designed to
accommodate people with disabilities or age-relate

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What are three guidelines for asking a series of questions in a routine request?

You head up the interdepartmental design review team for a manufacturer of high-performance
motorcycles, and things are not going well at the moment. The design engineers and marketing
strategists keep arguing about which should be a higher priority, performance or aesthetics, and
the accountants say both groups are dr

What is a buffer, and what is the advantage of using a respectful, ethical buffer?

The following email message about travel budget cutbacks at Black & Decker contains
numerous blunders. Using what you've learned in the chapter, read the message carefully and
analyze its faults. Then use the questions that follow to outline and write an improved message.
Memo FROM: M. Juhasz, Travel & Meeting Servic

Review Section 1.4 in the Handbook of Grammar, Mechanics, and Usage and then complete the
following 15 items. In items 1-5, indicate the appropriate form of the adjective that appears in
parentheses. 1. Of the two products, this one has the __________ (great) potential. 2. The
__________ (perfect) solution is d. 3.

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Is the "hard sell" approach unethical? Why or why not?

Whenever your boss asks for feedback, she blasts anyone who offers criticism, so people tend to
agree with everything she says. You want to talk to her about it, but what should you say? List
some of the points you want to make when you discuss this issue with your boss.

If your social media monitoring efforts pick up a tweet that accuses your customer service staff
of lying and claims to have evidence to back it up, how would you respond?

What three types of reasoning can you use in logical appeals?

The insurance company where you work is planning to raise all premiums for health-care
coverage. Your boss has asked you to read a draft of her letter to customers, announcing the new,
higher rates. The first two paragraphs discuss some exciting medical advances and the expanded
coverage offered by your company. Only i

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In what three situations should you consider using passive voice?

What is the AIDA model, and what are its limitations?

If you were writing a recommendation report for an audience that doesn't know you, would you
use the direct approach, focusing on the recommendation, or the indirect approach, focusing on
logic? Why?
What are the five general goals in delivering bad news?

Several members of your sales team are protesting the company's "business casual" dress code,
claiming that dressing nicely makes them feel awkward and overly formal in front of customers.
You have to admit that most of the company's customers dress like they've just walked in from a
picnic or a bike ride, but that doe

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"Another method you say you studied is of great interest to me for reasons I'll not go into. It is
gap analysis, especially the idea of maps. Several of our best divisions produce and sell services.
Is the gap map method applicable to services? Could you please take, say, the college education
"market" and draw up a pr

A marketing manager of newegg, a web-based electronic products sales company, uses a

segmentation scheme based on the incomes of target customers. The segmentation system has
four segments: (1) low income, (2) moderate income, (3) high income, and (4) wealthy. The
company database holds information on customers' purcha

When should you use a subheading?

When a market researcher compares the responses of two identifiable groups with respect to their
answers to the same question, what is this called?

Water polo is an active sport that provides great opportunities for exercise and for learning the
collaborative skills involved in teamwork. You can learn more at [Link]. Your
task Write a one-page letter to parents of 10- to 14-yearold boys and girls, promoting the health
and socialization benefits of wa

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What are the advantages of person-administered over computer-administered surveys, and vice
versa?

What is meant by the problem?

What visual would be the best at displaying the relative changes in spending between four
promotion mix variables over time?

Do managers really have a large sample size bias? Because you cannot survey managers easily,
this exercise will use surrogates. Ask any five seniors majoring in business administration who
have not taken a marketing research class the following questions. Indicate whether each of the
following statements is true or f
"I saw the other day where film makers (large ones as well as small ones) are finding profits in
low-budget films. It seems they aim for narrow, but very reachable market segments, (e.g.,
young kids), and they use standard film-making technologies but use only what they call
"emerging" actors and directors (meaning "ch

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Describe limited-service supplier firms.

"I guess I really like check-lists best--they're easy for me to understand and use. I've never seen
this one by Small that you mentioned--wow, four pages of ways. Is all that really necessary?
Couldn't just as good a job be done with say one page? And incidentally, I must confess I'm
slightly confused by the terminolog

Define client-side research.

What is a cross-tabulation? Give an example.

Indicate the differences between: (a) in-home surveys, (b) mall-intercept surveys, and (c) in-
office surveys. What do they share in common?

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For each of the cases in question 8, what is the appropriate central tendency measure?

What role do constructs play in the problem definition/research objectives process?

Circle K runs a contest inviting customers to fill out a registration card. In exchange, they are
eligible for a grand-prize drawing of a trip to Alaska. The card asks for the customer's age,
education, gender, estimated weekly purchases (in dollars) at the Circle K, and approximate
distance the Circle K is from his or

Why is defining the problem the most important step in the marketing research process?

Which disadvantage of secondary data is resolved by geo demographics and why?

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"In these days of intensive ideation, it sure surprised me to read that a man named Reuben Ware,
a retired furniture upholstery restorer in Savannah, Georgia, had to reactivate a successful
business he had shut down -- producing and selling a special formulation of carpet shampoo.
Seems that he had invented a formulati

1. Place questionnaires in veterinarian clinics located in the two ZIP code areas for pet owners to
fill out while they are waiting for the doctor to examine their pet. 2. Select every 100th name in
the city telephone book; call and interview only those who live in the two ZIP code areas. 3. Use
a random number syste

"I would like to be sure as many of our people as possible support innovation, but I know some
people in the firm just can't react positively to proposed innovation, no matter how much we
need it. Tell me, how do you think I should go about spotting the worst offenders, and what
should I do with them when I find out wh

"A few years ago, most peanut butters were sold on the basis of their perceived quality (well
known brands vs. store brands), and crunchiness. There wasn't a lot of difference among the
competitors. Then, Skippy (the CPC competitor) hits the market, claiming to be healthier than
other brands because it uses less salt.

What are the scaling assumptions assumed by Pearson product moment correlation?

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List the recommended steps for analyzing relationships.

"When you were talking a while ago about taking risks, I wondered just whose money you were
talking about. A fellow I know out in California insists that all new product team members invest
their own money (with his) in their projects. Fifty thousands dollars is not unusual. In that
system, I'll bet you would be seekin

What is neuromarketing? Give examples of three techniques.

Explain how assumptions play a role in the problem definition process.

Explain the meaning of the statement that the "marketing research industry thrives off derived
demand."

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How should a researcher define a "completed interview"?

What is needed to close information gaps?

"I recently met the president of a Florida university who had previously researched the new
products operation in Silicon Valley firms. He wasn't impressed. Said that sales reps told over
and over about getting suggestions and tips from their customers and sending them in on daily
call reports, but nothing ever happene

"We are increasingly committed to really new products -- we see them as the future of our
company. Can you explain to me again what the new products process looks like for them? I'm
not really convinced that the process you outlined is applicable to them. Seems like it will
generate more incrementally new products rath
What are the components of a readable, logical paragraph?

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"I'm afraid I don't follow your reasoning very well when it comes to this matter of
innovativeness--being a pioneer, an adapter, quick second, and so on. Seems you've always got
to come up with something new, or it simply won't sell. I believe we agreed on that earlier when
we discussed the concept that winners market

What are packaged services? Give an example of a company that supplies a packaged service
and describe the type of information it provides.

Focus groups are considered to be what type of research?

The Andrew Jergens Company markets Wet Skin Moisturizers, which are applied to a woman's
skin while she takes a shower. From previous research, Jergens management knows that 60% of
all women use some form of skin moisturizer and 30% believe their skin is their most beautiful
asset. There is some concern among managem

What measures should you take to avoid misrepresenting information through visuals?

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"I work for a financial services firm. We do new product development all the time, and a lot of it
is of the incremental variety. You know, bundle credit card access to a savings account, bundle
the savings account to a money market account, add an IRA investment option, things of that
sort. Explain how the new product

Define supply-side research. What is another name for supplier firms?

What is meant by consequences of the decision alternatives?

The owner of the convenience store Mike's Market is concerned about low sales. He reads in a
marketing textbook that the image of a store often has an impact on its ability to attract its target
market. He contacts the All-Right Research Company and commissions it to conduct a study that
will shape his store's image. Y

"As you can probably tell by now, I am an engineer by training and have always enjoyed playing
around with one form of attribute analysis. We call it attribute extension, where we forecast the
future changes in any important attribute of a product. You know, like the amount of random
access memory in a PC. I recently a

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What are big data, and why do they represent both an opportunity and a challenge?
"OK, you've identified a gap in the swimsuit market in your little example. Some customers like
fashionable swimsuits, some like comfortable ones. We already know that. So isn't it obvious
you should design a swimsuit that's both fashionable and comfortable? What insights did you get
from the gap analysis that you coul

Give an example of a company that uses micromarketing and explain how.

Design an experiment. Select an independent variable and a dependent variable. What are some
possible extraneous variables that may cause problems? Explain how you would control for the
effects these variables may have on your dependent variable. Is your experiment a valid one?

List two ways that the use of dashboards such as Tableua change the reporting of marketing
research results.

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Identify five different problems that a researcher might find while screening a dataset.

"I believe in problem analysis--that's at the heart of things--but I sure don't like those focus
groups. I sat in on a couple last year, and all the people did was chat. And the chatting never
seemed to lead to anything. After the second one was over I quizzed the moderator, and she
agreed that there was a lot of rambl

What is the role of a hypothesis in defining the problem?

If one uses the "enter" method for multiple regression analysis, what statistics on an SPSS output
should be examined to assess the result? Indicate how you would determine each of the
following: a. Variance explained in the dependent variable by the independent variables b.
Statistical significance of each of the i

What is the derivation of the word plagiarism?

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Describe a traditional focus group.

Why were telephone surveys popular before widespread Internet access?

What are full-service supplier-firms? What type of services do they provide?

Name five applications of the Internet of Things for a supermarket.

Explain why it is important for marketing researchers to be knowledgeable of research design.

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"I've got to make a speech down in Dallas next month. Its part of a conference SMU is having on
the general topic of opportunity identification (OI). They want me to explain why OI is
sometimes more important than brainstorming and other techniques of concept generation.
Seems to me it isn't. What do you think?"

What aspects of computer-administered surveys make them attractive to marketing researchers?

What would be the motivation for a researcher to consider a mixed-mode survey?

What is meant by a "skewed" population? Describe a skewed population distribution variable

and provide an example.

"Somewhere along the line, R&D gets the short end of the stick. Now, I know about the
arguments for strategy, but I really do feel that R&D deserves a better shake than to simply be
told to do this or that. Some of our top people are in R&D our electronics division has a couple
of the world's best fax technicians. If I

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Discuss impediments to problem definition.

What are the major disadvantages of a mail survey?

1. What internal secondary sources does Lululemon already have that the company could use to
gain insights on its men's market? Be sure to consider supplier records, retail store records,
website information, and sales force records. 2. Which external published sources and data
aggregators have useful information a

What are the elements of the marketing research proposal?

What is the role of symptoms in problem recognition?

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What kind of visual would you create if you wanted to use images of people to illustrate the
differences in employment levels among three industries?

What is mobile ethnography? List three types of consumption activities that might be studied
using mobile ethnography.

Investigate info graphics on the website [Link] or [Link]. How can

info graphics enhance the presentation of marketing research results?

Indicate what data analysis is and why it is useful.

"In-house inventors are tough to deal with. Right now we have this Ph.D. in physics, a really
great person, bright as they come, and terribly creative. Has had no less than 11 ideas go to
market since she joined the firm four years ago. But she feels we don't reward her properly, even
though she is on a good salary, sh

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Briefly describe the connections among the following: co variation, scatter diagram, correlation,
and linear relationship.

What is meant by the researcher validating the symptoms?

Name three external sources of secondary data available to you through your school library.

"You know a lot about personal digital assistants, I imagine. Can you take me through a problem
analysis, using the PDA market as an example? We are getting into the PDA business in our
electronics division, with the idea of having a direct competitor to Palm, and I'm curious to see
what problems you come up with that

1. For each client's survey, take each of the nine data collection methods identified in this chapter
and specify what you think is the strongest and weakest aspects of using that data collection
method for the client's survey situation. 2. Based on your analysis from the preceding question,
and taking into conside

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Describe the classifications of secondary data?

Explain why studies of the "if-then" variety are considered to be causal studies.

Explain the information state when there are information gaps.

What is a panel company and why are such companies dominating survey data collection today?

What is syndicated data? Give an example of a company that supplies syndicated data and
describe the information it provides.

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Artia Hunt is the CEO of a successful chain of coffee shops in the Midwest. Ms. Hunt would like
to add a small selection of pastries to the current food offerings at her coffee shops. You have
been hired to conduct an exploratory study using social media sources to develop an initial list of
the types of pastries that

Discuss why defining the problem is really stating the decision alternatives.
What aspects of person-administered surveys make them attractive to marketing researchers?
What aspects make them unattractive?

Esri's market segmentation service, Tapestry Segmentation, would be classified as which type of
packaged information? Why?

1. Jeff wonders if L'Experience Félicité Restaurant is more appealing to women that it is to

men or vice versa. Perform the proper analysis, interpret it, and answer Jeff's question. 2. With
respect to the location of L'Experience Félicité Restaurant, is a waterfront view referred
more than a drive of less than 30

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"Lots of our people try to get good new product ideas from outsiders, but they are careful to keep
it legal. I wonder though about something I ran into on a trip to Australia last fall. I met what our
company people there called a professional espionage agent. He employs a network of stewards
and air hostesses to gathe

In which type of research design would the key-informant technique be used?

You work part-time in a telemarketing company. Your compensation is based on the number of
credit card applicants you sign up. The company owner has noticed that the credit card
solicitation business is slowing down, so she decides to take on some marketing research
telephone interview business. When you start work on

What are the advantages and disadvantages of packaged services?

What are differences and why should market researchers be concerned with them? Why are
marketing managers concerned with them?

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Give examples of four types of user-generated information that can be found on social media.

In a survey on productivity apps, respondents write in the number of apps they have installed in
the past six months. What measures of central tendency can be used? Which is the most
appropriate and why?

What are some advantages and disadvantages of DIY research?

What is brand equity?

"You frighten me when you mention alliances in the marketing launch. Hardly a week goes by
but what some scientist says we simply must join an alliance. Don't scientists ever work alone
anymore? Anyway, even though we need alliances on the technical side, that's no reason for
them on the marketing side. I don't think I