BCPP6e_TB_Ch09 - Chapter 9-Persuasive and Marketing...

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Chapter 9—Persuasive and Marketing Messages DIFFICULTY (DIF) TYPE OTHER CODES 5 = Most difficult Ap: Application question ANS: Answer 3 = Average difficulty Con: Conceptual question REF: Page Reference 1 = Least difficult Def: Definition OBJ: Chapter Objective NOT: Note (feedback/explanations) AAC: AACSB Competencies MULTIPLE CHOICE 1. Amelia was just hired as a sales rep for a large medical supply company. She knows her new job will require her to be persuasive. Which of the following is a persuasion technique that Amelia should use on her new job? a. Make her requests realistic, doable, and attainable. b. Engender trust in her readers and listeners, c. Use solid information, statistics, and examples to support her view. d. Amelia should do all of the above. ANS: D DIF: 5 REF: pp. 235-236 OBJ: 9-1 TYPE: Ap TOP: Understanding Persuasion and How to Use It Effectively and Ethically NOT A-D: Amelia should use all of these persuasive techniques: make reasonable requests, establish credibility, and tie facts to benefits. AAC: Tier 1—Communication; Tier 2—Patterns Audience AAC: Tier 1—Reflective Thinking; Tier 2—Receiver reactions, Consequences, Conclusion 2. What is the most accurate statement about persuasion? a. Having the ability to persuade is important only at top-level positions. b. Much of your success in business depends on how skilled you are at persuading people. c. Persuasion usually involves coercion. d. If you lack credentials or experience, it’s almost impossible to be persuasive. ANS: B DIF: 3 REF: pp. 234-235 OBJ: 9-1 TYPE: Con TOP: Understanding Persuasion and How to Use It Effectively and Ethically NOT: a. For all businesspeople, persuasion is a critical skill. b. Much of your success in business depends on how skilled you are at persuading people to believe, accept, and act on what you are saying. c. Using coercion to persuade is a negative tactic that is ineffective and unethical. d. If you lack credentials or experience, use testimonials, expert opinions, and research to support your position. AAC: Tier 1—Reflective Thinking; Tier 2—Conclusion 3. Jason, the CEO of a small company, is writing a persuasive memo to his employees to encourage them to cut operating costs. What should he do to generate cooperation and buy-in? a. Not worry about it too much. After all, he’s the boss, so they’ll have to cooperate. b. Threaten employees with concrete examples of what will happen if they don’t cooperate. c. Remind employees that he is the one in charge. d. Write the memo with an enthusiastic tone. 248
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249 UNIT 3 Business Correspondence ANS: D DIF: 5 REF: p. 237 OBJ: 9-1 TYPE: Ap TOP: Understanding Persuasion and How to Use It Effectively and Ethically NOT: a. Today’s employees no longer accept unquestioned authority.
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BCPP6e_TB_Ch09 - Chapter 9-Persuasive and Marketing...

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