Unformatted text preview: ment is central; use the sources to illustrate and support your reasoning. Avoid merely
summarizing the sources. Indicate clearly which sources you are drawing from, whether through direct quotation,
paraphrase, or summary. You may cite the sources as Source A, Source B, etc., or by using the descriptions in
Source G (Stone)
(photo) © 2012 The College Board.
Visit the College Board on the Web: www.collegeboard.org. GO ON TO THE NEXT PAGE.
-2- 2012 AP® ENGLISH LANGUAGE AND COMPOSITION FREE-RESPONSE QUESTIONS Source A
Stone, Daniel. “Flying Like an Eagle?” Newsweek.
Newsweek, 5 Oct. 2009. Web. 24 Sept. 2010. The following is excerpted from an online article in a national news magazine.
Anyone who’s waited, and waited, in line at the old letter hub knows the service could probably be run better.
NEWSWEEK asked a variety of management consultants and business futurists how to turn the old pony express
into a sleek, 21st-century moneymaker —or, at the very least, a breaker-even. Listen up, Postal Service (and
Congress): for this advice, we’ll let you cut in line.
1) Get into the e-business. More people are e-mailing? So meet their needs. “Give every American an e-mail address
when they’re born,” suggests futurist Watts Wacker. Might they look elsewhere for a different one? Sure, but at least
you’ll maintain relevance in their mind. Plus, you can sell lucrative advertising on those accounts.
2) Increase service. Don’t drop from six- to five-day delivery; go the other way, says Kellogg School marketing prof
Richard Honack—to all seven. It seems counterintuitive to add service when you’re losing money, but people have
less faith in the system precisely because of spotty service. Consider tightening hours, but the USPS could be the
first carrier to reliably deliver all week.
3) Advertise with coupons. It sounds like an archaic way to attract customers in a new era, but if people are flocking
to the Internet, give them an incentive to come back. “We’re a coupon-cutting society,” says futurist and business
strategist Marlene Brown. “Make people feel like there’s value added.”
4) Make a play for control of government broadband [Internet access]. With Congress considering an expansion of
broadband access, why not put it under the USPS, asks futurist David Houle. “That would define the Postal Service
as a communications-delivery service, rather than just a team of letter carriers. Don’t let the service’s tie to Congress
make it fizzle. If used right, why not use it as an advantage?”
5) Rebrand. No one knows what the Postal Service stands for, says Wacker. “Fly like an eagle, what does that even
mean?” A company’s brand is its most valuable tool, or its biggest liability. Contract out to find a new logo and
slogan that actually convey what you do and how you do it. And then use them. (In this we...
View Full Document
This document was uploaded on 09/19/2013.
- Fall '13