POM Exam Review

Why is it important to use communication styles that are appropriate to the target audience?

• To quickly establish control

• To effectively convey information

• To organize presentations

• To analyze feedback

Answer explanation

To effectively convey information. Certain communication styles are more appropriate for some audiences than for others. It is important to understand the target audience in order to use the style that will most effectively convey information. For example, the communication style that is effective when speaking to coworkers on the same level is probably not the same style that will be effective when speaking to a group of managers or customers. Feedback is a response to a certain behavior or attitude. Organizing presentations involves gathering information and developing visuals. It is not important to use communication styles to establish control.

It is most appropriate for businesspeople to use complex, technical jargon when they are

• introducing a friend to a business associate

• speaking with coworkers.

• greeting new customers.

• informally conversing with an acquaintance.

Answer explanation

Speaking with coworkers. Jargon is a specialized language known only to a certain group of people. Industries and companies often use jargon that is meaningful to their businesses and may not be easily understood by people outside their industries or companies. Coworkers are more likely to use jargon because they are familiar with the terms and their meanings or applications. New customers, friends, business associates, and acquaintances may not be familiar with a specific industry's jargon.

Rosemary is making a sales presentation to a group of potential customers. What communication style is the most appropriate for Rosemary to use with this audience?

• Cooperative

• Persuasive

• Traditional

• Casual

Answer explanation

Persuasive. Because Rosemary is making a sales presentation, she must present herself in a professional way that will encourage the audience to buy the product. To do this, she must persuasively communicate information. Casual communication is generally used with family and friends. When you cooperate with people, you are trying to get along with them. Traditional is not a communication style. 

What should employees be willing to accept when defending their ideas objectively?

• Critical feedback

• Additional responsibility

• Nonverbal support

• Personal attack

Answer explanation

Critical feedback. When employees present their ideas to management or coworkers, they should be prepared to defend those ideas and provide supporting information. They also should be willing to accept critical feedback because others might not agree with the ideas or have different opinions. Being prepared will help employees remain objective and be able to offer logical evidence to back up their ideas. Critical feedback is often useful because it allows employees to view their ideas from a different perspective. Defending ideas usually does not involve accepting additional responsibility or nonverbal support. It is not acceptable to attack employees on a personal level because of their ideas.

In a weekly staff meeting, Morgan presents a set of new procedures that she believes will improve the department's productivity levels. Jacob disagrees with Morgan's approach and provides an alternative for improvement. Although Morgan agrees with a couple of Jacob's points, she still thinks her plan will be better for the company in the long run. How can Morgan effectively defend her idea for improvement?

• Tell Jacob that most of his ideas are weak and restate her suggestions

• Present supporting research for her suggestions in an unbiased way

• Request that the group meet again, so she has time to come up with new ideas

• Ask the other members of the group for their input and ideas

Answer explanation

Present supporting research for her suggestions in an unbiased way. By providing supporting facts, Morgan can actually show the staff how and why her ideas can improve the department's productivity. If Morgan presents research that indicates that other companies' productivity levels have improved by using approaches similar to the one that she is suggesting, then she is defending her ideas effectively. Telling Jacob in front of the group that his ideas are weak is likely to create unnecessary conflict. Restating suggestions, coming up with new ideas, and asking other group members for input are not ways to defend an existing suggestion for improvement.

Why is it often important to take notes during meetings or presentations?

• Speaker is difficult to understand.

• Audience needs something to do.

• Writing keeps the mind focused.

• Information will be needed later.

Answer explanation

Information will be needed later. In many situations, the information provided during meetings or presentations will be needed later. Therefore, it is often important for participants to take notes so they will have access to the information in the future. For example, participants may need to write a summary of the meeting to give to supervisors. If the speaker is difficult to understand, participants should ask questions. The audience does not take notes to have something to do. Writing does not necessarily keep the mind focused.

Businesses develop policies to help employees deal with customers the same way in similar situations so that employees will

• give personal favors.

• treat customers differently.

• treat customers fairly.

• offer special privileges.

Answer explanation

Treat customers fairly. Management establishes policies that help employees to deal with customers in the same way for the same situation to be fair. Customers who are not treated fairly may take their business elsewhere. Businesses do not develop policies to treat customers differently, to offer special privileges, or to give personal favors.

Julie is a salesperson who's trying to develop rapport with her customers. When she meets a new customer, what's the first thing she should do?

• Get down to business immediately and ask the customer about their budget.

• Get the customer to relate to her by engaging in pleasant small talk.

• Make promises and tell the customer what they want to hear.

• Give the customer a catalog that shows her company's products.

Answer explanation

Get the customer to relate to her by engaging in pleasant small talk. When meeting a new customer, it's important for Julie to create a personal connection. If she immediately gets down to business, she'll have a hard time building a relationship with the customer. By discussing pleasant but neutral topics first, Julie can get to know her customer and show that she's interested in their life. Although making promises and telling the customer what they want to hear may make the customer like her, it won't help Julie in the long run if she can't fulfill those promises. Julie should give her customer a catalog, but that should not be the first interaction she has with the customer.

What kind of customer would ask "If I buy this product, how can I be sure it will do what you say it will"?

• Slow/Methodical

• Suspicious

• Eager

• Domineering/Superior

Answer explanation

Suspicious. Suspicious customers question everything and may want facts and proof before being convinced that something is true. Eager customers tend to make quick, sometimes impulsive purchasing decisions. Domineering/Superior customers are overly self-confident and feel that they know more and are better than the average person. Slow/Methodical customers require a lot of time to make a purchase because of shyness or difficulty in making a choice or buying decision.

The most important factor in carrying out brand promise is

• employees.

• corporate culture.

• brand personality.

• business environment.

Answer explanation

Employees. The most important factor in carrying out brand promise is the employees themselves. Do they have the knowledge, experience, abilities, and willingness they need to complete this very important task? Successful businesses consider this question with every new individual they hire. Business environment, corporate culture, and brand personality are also factors that affect how a business carries out brand promise, but they are not as critical as the “human factor.”