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Master of Business Administration-MBA Semester 1

MB0039 – Business Communication - 4 Credits


(Book ID: xxxxxxx)
Assignment Set- 1 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 Describe any situation in your experience where the communication went
wrong.Analyze the situation by pointing out the type of barrier to communication
and suggest how to overcome this barrier.[10 Marks].

Q.2 Describe any two aspects of non verbal communication and give examples
of how each of them could be used to convey positive messages at the
workplace.[10
Marks]

Q.3 Which types of listening would be required the most at the workplace?
Explain with suitable examples. [10 Marks]

Q.4 Imagine that you have to make a presentation on your MBA project to a
group of your professors and industry experts. Prepare the following – a) A
general statement of purpose b) A specific statement of purpose c) The key idea
d) A brief audience analysis e) Delivery style. [10 Marks]

Q.5 In your opinion, does the success of a meeting depend more on the
chairperson or the participants? Justify your answer. [10 Marks]

Q.6 How do memos differ from other written communication channels? Give examples of
two business situations that would require either an informational or a persuasive memo.
[10
Marks]
Master of Business Administration-MBA Semester 1
Spring 2010(Jan-June)

Master of Business Administration-MBA Semester 1


MB0039 – Business Communication - 4 Credits
(Book ID: xxxxxxx)
Assignment Set- 1 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 Describe any situation in your experience where the communication went
wrong.
Analyze the situation by pointing out the type of barrier to communication and
suggest how to overcome this barrier.[10 Marks].

Answer- Once I had gone for an interview for air hostess trainer, that time I had not much experience for
this kind of job and my communication was not that good. Apart from that the room was over crowded and
so much disturbance and noise was there. Later I realize there are some barriers because of which I did not
performed up to the mark.

After analyzing my experience there are some points I found which could be barrier for
healthy communication and analysis of which are needed before coming up with ways to
eliminate or minimize them. These barriers may be classified as follows –

Barriers to Communication

1. Environmental Barriers – This is the same as physical noise, which could be in the
form of distracting sounds, an overcrowded room, poor facilities and acoustics, all of
which may hinder the ability to listen to and understand the message.

2. Individual Barriers – A major barrier to interpersonal communication is a tendency


to judge, evaluate, approve or disapprove of the views of another person. This
happens particularly in situations where we have strong feelings about something. In such
cases, we tend to block out the communication and form our own viewpoints.

3. Organizational Barriers – In organizations that are too hierarchical, that is, where
there are multiple “layers”, messages may have to pass through many levels before they
finally reach the receiver. Each level may add to, modify or completely change the
message, so much so that it becomes distorted by the time it reaches the intended
receiver. In other words, there is likely to be loss of meaning and the message may not
reach the receiver in the same way as it was intended by the sender.

Another type of organizational barrier is a departmental barrier. This means that each
department in an organization functions in isolation and there is no co-ordination or
communication between them.

4. Channel Barriers – In the earlier section, it was pointed out that communication can
fail due to any of the different elements going wrong. Wrong choice of channel is one of
the main barriers to communication. Using a wrong medium of advertising, or conveying
a message orally when a written letter would be more appropriate, are examples. The
written channel is more appropriate when the communication is more formal or for
keeping things on record, while emotional messages such as feelings about co-workers
are better conveyed orally.

5. Linguistic and Cultural Barriers – When the sender of the message uses a
language that the receiver does not understand, the communication will not succeed.
Either the sender may be using a different or foreign language, or the language used may
be too highly technical for the receiver to understand.
Linguistic barriers may also occur in cross-cultural advertising and distort the
communication, when translating campaigns or slogans literally from one language to
another. For example, Pepsi’s slogan “Come Alive with Pepsi”, when translated into
Chinese, read “Pepsi brings your ancestors back from the grave!”

Cultural differences refer to differences in values and perceptions, which may affect
the interpretation of the message by the receiver. For example, a joke about women
may be taken in the wrong sense if the receiver belongs to a culture where women are
highly respected.

6. Semantic Barriers – The word “semantics” refers to the meaning of words and the
way in which they are used. For example, different words may have different
meanings in different cultures. Failure to take this into consideration could lead to
serious blunders.

Example : Saying “ The new product launch went like a bomb” in British English would
mean that the new product launch was a success.

On the other hand, saying “The product launch bombed” in American English would
mean that the new product was a disaster.

7. Non-verbal Barriers – This refers to the non-verbal communication that goes with a
particular message. Non-verbal communication includes tone of voice, body language
such as gestures and facial expressions, etc. We will be discussing this in great length in a
later unit. If the tone of voice and body language are negative, the communication
will fail, however positive the spoken and written message.

For example, if you happen to meet a long lost friend and say “I am delighted to meet
you”, but in a sad tone of voice, the exact opposite message will be conveyed!

Therefore, it is important to avoid giving conflicting signals, through the use of non-
verbal communication.

Overcoming the Barriers to Communication

Certain steps can be taken, both at the organizational level, as well as at the individual
level, to effectively deal with the barriers to communication, in order to try to minimize
them, if not eliminate them entirely –
Organizational Action

1. Encourage Feedback – Organizations should try to improve the communication


system by getting feedback from the messages already sent. Feedback can tell the
managers whether the message has reached the receiver in the intended way or not.

2. Create a Climate of Openness – A climate of trust and openness can go a long way in
removing organizational barriers to communication. All subordinates or junior employees
should be allowed to air their opinions and differences without fear of being penalized.

3. Use Multiple Channels of Communication – Organizations should encourage the use


of multiple channels of communication, in order to make sure that messages reach the
intended receivers without fail. This means using a combination of both oral and written
channels, as well as formal (official) and informal (unofficial) channels of
communication. The types of channels will be discussed in detail later, in a separate unit.

Individual Action

1. Active Listening – This means listening to the meaning of the speaker’s words,
rather than listening without hearing, or “passive listening”. Passive listening is a
barrier to communication, whereas real communication takes place when we listen
actively, with understanding. Listening is a skill which can be developed through proper
training.

2. Careful wording of messages – Messages should be worded clearly and without


ambiguity, to make sure that the message that is received is the same as the message that
is sent.

3. Selection of Appropriate Channels – Individuals should be competent enough to


choose the right communication channel, depending on the situation. Channels of
communication and the criteria for selection of channels will be discussed in detail in a
later chapter.

Q.2 Describe any two aspects of non verbal communication and give
examples of how each of them could be used to convey positive messages
at the workplace?

Answer- Non-verbal communication goes with a particular message. Non-verbal


communication includes tone of voice, body language such as gestures and facial
expressions, etc. We will be discussing this in great length in a later unit. If the tone of
voice and body language are negative, the communication will fail, however positive
the spoken and written message.

For example, if you happen to meet a long lost friend and say “I am delighted to meet
you”, but in a sad tone of voice, the exact opposite message will be conveyed!

Therefore, it is important to avoid giving conflicting signals, through the use of non-
verbal communication.

Although there is no single and correct definition of communication, most


communication theorists and writers on the subject agree that communication has certain
characteristics

· It is a non-stop process like breathing, since we communicate all the time in some form
or another.

· Communication is not only through the spoken and written word. A large part of it is
also non verbal. Body language is a part of non-verbal communication.

· For communication to take place, there must be a sender and receiver of a message.

· Communication usually involves a two-way exchange of information, where the


receiver provides some feedback in some form or the other.

· Communication may be said to be accurate when the intended message is understood in


the same way by the receiver.

This unit also described the communication process in detail. Irrespective of the number
of people involved, communication always includes some key elements – a sender who
transmits a message, a receiver who decodes or attaches meaning to a message, a channel
or medium through which the message is sent, feedback given by the receiver to the
sender, noise that can disrupt the communication at any time and the context in which the
communication takes place.

Communication is not always successful and can go wrong if any of the above elements
go wrong. There are a number of barriers or obstacles to smooth communication. These
may be categorized as follows-

· External or physical barriers, such as distracting sounds

· Individual barriers, such as ego problems

· Organizational barriers, such as lack of coordination between departments

· Linguistic or cultural barriers, such as use of a foreign language


· Semantic barriers, such as multiple meanings of words

· Channel barriers, such as use of a wrong medium

· Non-verbal barriers, such as conflicting signals

This unit also dealt briefly with organizational communication and how effective
communication can enhance performance in the workplace. As one goes up the corporate
ladder, communication skills are more important for success than technical skills.
Communication contributes to success in the workplace, in the following ways –

· It leads to better information flow and teamwork

· It creates a climate of openness and trust

· It strengthens employer-employee relationships

· It helps to resolve conflicts

· It improves morale and enhances performance

· It links managers with the external environment of the organization

Q.3 Which types of listening would be required the most at the workplace?
Explain with suitable examples.

Answer- Active listening is the skill which is required at most of the work places.
This means listening to the meaning of the speaker’s words, rather than listening
without hearing, or “passive listening”. Passive listening is a barrier to communication,
whereas real communication takes place when we listen actively, with understanding.
Listening is a skill which can be developed through proper training.

Active listening is an intent to "listen for meaning." Active listening requires the listener to
understand, interpret, and evaluate what they heard. The ability to listen actively can improve
personal relationships through reducing conflicts, strengthening cooperation, and fostering
understanding.

When interacting, people often are not listening attentively. They may be distracted, thinking
about other things, or thinking about what they are going to say next (the latter case is particularly
true in conflict situations or disagreements). Active listening is a structured way of listening and
responding to others. It focuses attention on the speaker. Suspending one’s own frame of
reference and suspending judgment are important to fully attend to the speaker.
Tactics
It is important to observe the other person's behavior and body language. Having the ability to
interpret a person's body language lets the listener develop a more accurate understanding of the
speaker's words.[1] Having heard, the listener may then paraphrase the speaker’s words. It is
important to note that the listener is not necessarily agreeing with the speaker—simply stating
what was said. In emotionallycharged communications, the listener may listen for feelings. Thus,
rather than merely repeating what the speaker has said, the active listener might describe the
underlying emotion (“You seem to feel angry,” or “You seem to feel frustrated, is that
because…?”).

Individuals in conflict often contradict each another. This has the effect of denying the validity of
the other person’s position. Either party may react defensively, and they may lash out or
withdraw. On the other hand, if one finds that the other party understands, an atmosphere
ofcooperation can be created. This increases the possibility of collaborating and resolving the
conflict.

In the book Leader Effectiveness Training, Thomas Gordon, who coined the term "active
listening",[2] states "Active listening is certainly not complex. Listeners need only restate, in their
own language, their impression of the expression of the sender. ... Still, learning to do Active
Listening well is a rather difficult task..."[3]

A four step process (termed "Nonviolent Communication" or "NVC")—conceived by Marshall


Rosenberg—can help facilitate active listening. "When we focus on clarifying what is being
observed, felt, and needed [and requested] rather than on diagnosing and judging, we discover
the depth of our own compassion. Through its emphasis on deep listening—to ourselves as well
as others—NVC fosters respect, attentiveness, and empathy, and engenders a mutual desire to
give from the heart."[4] Rosenberg further clarifies the intricacy of perception and adaptiveness of
what he calls "deep listening" by saying; "While I conveniently refer to NVC as a “process” or
“language,” it is possible to express all four pieces of the model without uttering a single word.
The essence of NVC is to be found in our consciousness of these four components, not in the
actual words that are exchanged."[5]

Use
Active listening is used in a wide variety of situations, including public interest advocacy,
community organizing, tutoring,[6] medical workers talking to patients,[7] HIV counseling,
[8]
helping suicidal persons,[9] management,[10] counseling and journalistic settings. In groups it
may aid in reaching consensus. It may also be used in casual conversation to build
understanding, though this can be interpreted as condescending.

A listener can use several degrees of active listening, each resulting in a different quality of
communication.

The benefits of active listening include getting people to open up, avoiding misunderstandings,
resolving conflict, and building trust. In a medical context, benefits may include increased patient
satisfaction,[7] improving cross-cultural communication,[11] improved outcomes,[7] or
decreased litigation[12].

Active listening can be lifted by the Active Listening Observation Scale.

Barriers to Active Listening


All elements of communication, including listening, may be affected by barriers that can impede
the flow of conversation. Such barriers include distractions, trigger words, vocabulary, and limited
attention span[14].

Listening barriers may be psychological (e.g. emotions) or physical (e.g. noise and visual
distraction). Cultural differences including speakers' accents, vocabulary, and misunderstandings
due to cultural assumptions often obstruct the listening process.

Frequently, the listener's personal interpretations, attitudes, biases, and prejudices lead to
ineffective communication.

Overcoming Listening Barriers


To use the active listening technique to improve interpersonal communication, one puts personal
emotions aside during the conversation, asks questions and paraphrases back to the speaker to
clarify understanding, and one also tries to overcome all types of environment distractions.
Furthermore, the listener considers the speaker's background, both cultural and personal, to
benefit as much as possible from the communication process. Eye contact and appropriate body
languages are also helpful.

Q.4 Imagine that you have to make a presentation on your MBA project to a
group of your professors and industry experts. Prepare the following – a) A
general statement of purpose b) A specific statement of purpose c) The key
idea d) A brief audience analysis e) Delivery style.

Answer-
Q.5 In your opinion, does the success of a meeting depend more on the

chairperson or the participants? Justify your answer.

Answer- According to me the success of a meeting depends more on


chairperson. Because he is the one who has to take control and give the
direction for successful meeting. It is the chairperson responsibility to make sure
that each one of them are involved and participating in the meeting. The
chairperson should create an environment for common understanding between
them. The chairperson should have great communication skill. The chairperson
should involve each participant because communication is sharing of information
between two or more persons, with continuous feedback.

Irrespective of the setting in which communication takes place or the number of people
that are involved, all communication consists of certain key elements. The key elements
are as follows:

Sender or Encoder – This is the person who transmits a message. For example, a
manager is writing a letter of apology to a customer regarding a defective product, or a
sales manager making a presentation to his sales team.

Receiver or Decoder – The person who notices and decodes, or attaches some
meaning to a message. Decoding may not always be accurate and a wrong meaning may
be attached to a message. For example, a friendly joke might be taken as an offense, or
feedback given to a subordinate by a superior might be taken in the wrong sense.

Message – This is any signal that triggers the response of a receiver. Messages may
be intentional (as in the example of the sales presentation given above) or unintentional
(non-verbal signals such as yawns that convey the message of boredom).

Channel – This refers to the medium or the method used to deliver the message. As a
business executive, you will often have a choice of channels. For example, you could
communicate with a customer through a letter, through email or telephone.

Feedback – Most communication is two-way. Receivers generally respond to messages –


for example, students may ask questions during a lecture session and an employer may
tell an employee that he has to think about his proposal. This response to a sender’s
message is called feedback. This kind of feedback is oral. Sometimes feedback could
also be written, as when you respond to a customer’s letter of complaint, for example. At
other times, feedback could be non-verbal, as in smiles and nods of appreciation during a
talk or presentation. Even failure to respond could be considered as feedback, since it
may indicate a lack of interest or indifference to the sender’s message. Due to the element
of feedback, people are simultaneously senders and receivers of information in face-to-
face communication.
Noise – Communication fails when the message received is not identical to the message
that is sent. Several factors could interfere with the exchange of messages. “Noise” refers
to all these factors that disrupt the communication and could be classified under the
following types-

Physical Noise – Distracting sounds, poor acoustics, or just information overload could
interfere with the listening process.

Physiological Noise – Hearing or other disabilities, fatigue, or physical illness could


come in the way of both speaking and listening.

Psychological Noise – Sometimes emotions within the sender or receiver such as


preoccupations, hostility, fear or lack of interest could interfere with the speaking or
listening process.

Context – This refers to the setting in which the communication takes place and could
sometimes determine the success or failure of the communication. Context could be
classified as follows-

Physical context refers to the physical surroundings – for example a work or social
environment, in which the communication takes place. Asking your boss for a promotion
might be received differently, depending on whether the communication takes place in
your office, your boss’s office, at a company party or over lunch at a restaurant.

Social context refers to the relationship between the sender and the receiver. Taking
the same example, asking for a promotion is likely to be received differently, depending
on how well you get along with your boss and whether you are personal friends or not.

Chronological context refers to time related factors that could influence the
communication. For example, is your request made first thing in the morning or at the
fag end of the day? Is it made during or after work hours? Is it made at a time when the
company is going through problems such as a strike in the factory, or major losses?

Cultural context refers to the similarity of backgrounds between the sender and the
receiver, such as age, language, nationality, religion and gender. These factors could
influence the communication favorably or unfavorably.

Each of the elements discussed above contributes to the success of the communication. In
other words, communication can go wrong if any of the following elements go wrong –

1. The wrong person sends the message. For example, a junior accountant in a company
writing a letter to a bank, asking for a loan for a project worth several crores, is not likely
to get the bank’s approval.

2. The message is unclear or badly worded. Or there are too many messages, leading to
confusion and information overload.
3. The wrong channel of communication is chosen. Placing an ad for a liquor product in a
religious magazine for example, is not likely to be received favorably!

4. The message is wrongly interpreted, i.e., the receiver attaches the wrong meaning to
the message.

5. The feedback is not adequate to ensure understanding.

6. Physical, physiological or psychological noise distorts the message.

7. The communication takes place in the wrong physical, social, chronological or cultural
context.

The above examples and information clearly indicates that the chairperson is the most
important person for the success of any meeting.

Q.6 How do memos differ from other written communication channels? Give
examples of two business situations that would require either an informational or a
persuasive memo.

Answer - The word “memo” is a short form for “memorandum”, which is derived from
the Latin word which means “a thing which must be remembered.” It is also referred to as
an “inter office memorandum”, since it is used primarily as a tool for communicating
within the organization. The memo is essentially a condensed or a brief report, that can
be used to convey information and decisions, or to make short requests to co-workers,
superiors and subordinates. It is relatively informal in style, compared to letters and long
reports, and is unpretentious and concise.

It is important for the business executive to know how to write condensed reports or
memos. Often, business executives may also be asked to condense business articles for
their superiors. This is essentially the same as “précis writing”, where an
article is condensed to one fourth its size, without losing the essence or meaning. The
condensed article could then be put in memo format and sent to the superior.

Given its importance, we shall briefly discuss how to write a “précis”.

rinciples of Precis Writing

As mentioned, précis writing is regularly done by many assistants of top executives, to


help them in keeping up with their business reading. There are three main principles of
précis writing, which may be referred to as the three “C” s of précis writing. They are –
1. Condensation – This means that the précis should be a brief, shortened version of the
original article. In general, the précis should be one fourth the length of the original.

2. Comprehension – While it is important to reduce the article to one fourth its size, the
article should not lose its meaning in the process of doing this. It should be as easy to
understand the condensed article as it is to understand the original article.

3. Coverage – In the process of condensing the article, all the main points or ideas in the
original article should be retained and adequately covered, so that the shortened article
comes across as complete.

Precis writing requires a lot of skill and is not just about chopping sentences and words to
reduce the length alone. All the three “C’s” are equally important for a précis to be
meaningful and readable. A perfectly condensed article is of no value, if it cannot be
understood. Similarly, an article which is perfectly understood but which omits some key
ideas is not of much use, since it does not reflect the original.

A writer needs to look for the following, in order to fulfil the three C’s of précis
writing –

· Main Theme – What is the article about? This is usually indicated in the caption itself,
e.g., “The Future of the Indian Auto Industry.” If not, it is important to read the article
fully and grasp the main theme.

· Components – These are the main ideas, or the ideas used to support the main theme.
For example, the fact that the growth of light commercial vehicles is a trend which is
likely to continue in the future may be considered as one of the components or main ideas,
since it will have a bearing on the future of the auto industry.

· Elements – These are the key words that are used to express the main ideas. For
example, “the number of light commercial vehicles hasincreased
fourfold in urban and suburban areas this year, compared to the last year.” The words
in bold are the key words.

Once a précis has been written, it may be written in a memo format, as in the example
given below –
In the above précis, the main theme is contained in the subject line “The Changing Face of
CRM.” The components, or the main ideas are expressed by the different paragraphs, each
with a subhead. Some of the key words that are used to express these ideas are
“revolutionary technology” , “long-term benefits”, “in-depth cost-benefit analysis”,
“functional aspects”, “customized solutions” and “survival of the fittest.”

Note that the précis is written in a one-page memo format. This brings us to the next
section on the components and format of a memo.

Components and Format of a Memo

As shown in the example above, a memo is a brief, one page or maximum two page report,
and includes the following components –

1. Header – This compact block of information which appears at the top of the memo
includes the “To, From, Date and Subject” headings, which is similar to the title page of a
longer, more formal report.

The “To” heading should mention the name of the receiver or the primary target
audience. In the above example, this is the Marketing VP. The “From” heading should
include the name of the sender or writer of the memo
(Marketing Executive). The “Subject” line should include the specific purpose of the memo
(the title of the précis in the above example). This helps the writer in the development of
the message and lets the reader know what the memo is all about.

2. Body – This is the text of the memo which contains the details and major topics. Unlike
as in letters, the memo need not have a formal salutation (Dear …). Unlike a formal report
which has to be completely objective, personal pronouns such as “I” and “you” are
acceptable in a memo, as in the opening sentence of the memo shown above. This is
because a memo is purely for internal use in the organization.

3. Close/Action – Unlike formal letters, memos need not include a formal close (e.g.
Sincerely…) and a signature line. However, unless the purpose of the memo is just to
inform, there should be a clear call for action. For example, “I request you to review my
proposal and to grant approval.”

4. c.c. – This is an abbreviation for “Carbon Copy”. Sometimes a copy of the memo may go
to another person(s). This is indicated by c.c., followed by the name(s) of the person(s).

A memo may follow one of two types of formats, depending on its nature and purpose – a)
The direct organizational plan or deductive organization and b) The indirect organizational
plan or inductive organization.

a) Direct Organizational Plan – This format is used when a memo is purely informational,
as in the example shown above. Since the purpose is only to convey information, the
purpose is mentioned right at the outset and all the details are presented right away. It
is also used sometimes when the purpose of the memo is to persuade. This is appropriate
when you are sure that your proposal or request will be accepted without any resistance.
In this case, the writer will make the request right at the beginning and then list out the
reasons.

An example of a persuasive memo that is written following the direct organizational plan
or deductive organization is shown on the page –

In the above example, the sales manager is confident that his request for strengthening
the sales force will be granted, since it has obvious benefits. Therefore, the request is
made right at the outset, followed by the reasons.

b) Indirect Organizational Plan or Inductive Organization – This type of memo format is


appropriate when the purpose of the memo is to persuade, but when the writer feels that
the reader might object to the request or the proposal. Therefore, the writer will try
to convince the reader by presenting the reasons first and then make the request or
recommendation right at the end. An example of a memo written using this format is given
on the page –
Note that in the above memo, the writer delays his request or proposal to the end and
justifies the need for a bigger advertising budget first, by listing out the reasons. Since he
is suggesting that the budget be doubled, he is not sure if the request will be granted.
That is why the indirect organizational plan is used instead of the direct plan. Unlike the
direct plan, the subject line does not reveal the real purpose of the memo, which is a
request for

Language and Writing Style of a Memo

Since a memo is a short, informal report, the following points have to be remembered
regarding the language and style that is used-

· Be concise – It is important to be brief and to the point, so that the memo does not
exceed two pages in length. Make the sentences and paragraphs short, limit each
paragraph to five lines or less and use bullet points wherever possible. If you are giving
reasons, number them, or put them in separate paragraphs with double line spacing.
Otherwise use single line spacing between lines.

· Use active not passive voice – As mentioned earlier, use of personal pronouns and active
voice is permitted in a memo, unlike a formal report where the passive voice should be
used for the sake of objectivity. In other words, it is appropriate to say for example that
“Based on myexperience, I feel that the budget is not adequate.”

· Use simple language – In an earlier unit, the importance of using simple English was
emphasized.Use short, uncomplicated words and avoids trying to impress by using
unnecessary jargon and technical terms.

· Avoid giving too many reasons – Although it is important to provide a justification when
you make a request, or try to persuade someone to do something, do not overdo it. In
general, a reader can only absorb a maximum of six or seven reasons at once. Therefore,
do not overstate your reasons.

· Close with a call for action – Do not leave the reader hanging. If you wish to persuade
him to accept your request or recommendation, you must say so clearly, using action
words and indicating a time frame or limit. For example, “I would like to discuss this in
person with you and get your approval before the end of this week.”
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.
For example, instead of saying “We will be open 24 hours”, say “You can avail of round-the-
clock 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).
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
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 day-to-day 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 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 27th, 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 –
1. 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.
2. The HP 340 is battery operated and comes with a back-up battery, so
that it may be used while traveling. It has a back-up of 5 – 6 hours,
depending on the uses of the printer.
3. The HP 340 has a 15-inch cartridge and is compact and easy to carry
while traveling.
4. The HP 340 comes with a three-year guarantee and all services will be
free of cost.
The product can be ordered either by calling our toll-free number 1-800-353-
7857, 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 long-term 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 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 28th, 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
20thmade 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.
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 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 28th, 2008
Mr. John Smith, Dean
XYZ School of Business
Cunningham Rd.
,
Bangalore – 560 034
Dear Mr. Smith,
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 19th 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 in-flight 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, 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 high-value items.
A sample sales letter written in the above format is given below –
SAMPLE SALES LETTER FOR A HOME SECURITY SYSTEM
March 27th, 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 Safe
Home 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.
Safe Home’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.
You may wonder what might happen if a clever burglar disconnects the
electricity to your home. You need not worry, since Safe Home has built-in
batteries that recharge automatically and ensure that it operates in spite of
power failures. The best thing about Safe Home 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 Safe Home, burglaries will soon be a thing of the past. Ordering it is
easy – just call our toll-free number 1-800-222-3333 and use your credit
card. Safe Home 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

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
• 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.
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 wash-and- wear 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.

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.

MB0039– Business Communication - 4 Credits


(Book ID: xxxxxxx)
Assignment Set- 2 (60 Marks)
Note: Each question carries 10 Marks. Answer all the questions.
Q.1 What are some of the relative advantages and disadvantages of email, as compared
to other written communication channels? Suggest two ways to overcome the
disadvantages
of email communication. [10 Marks]
Q.2 Imagine that you are the Marketing Manager of a multinational FMCG
company.Write
a job rejection letter to a prospective candidate in the appropriate format, explaining why
he/she was not selected for a Management Trainee position with the company. [10
Marks]
Q.3 Select and briefly describe two corporate ads that you have seen recently which you
feel are effective. Explain how they benefit the company [10 Marks]
Q.4 List and explain five important principles of business report writing. [10 Marks]
Q.5 As a recent MBA graduate from Sikkim Manipal University, write your
resume
with a specific career objective, including all the other standard components. [10
Marks]
Q.6 Prepare a list of ten questions to ask during a job interview, in order to make the
interview a two way process and to show that you are interested in the company and the
job
you are applying for.[10 Marks]

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