ANSWERS

QUESTION A

i) Examples of four different sources of information that could be used at the

strategic level within an organization are;
 periodicals
 journals
 reports
 government documents
 abstracts
 books
 newspapers and
 manuals

ii) differences between a biographical and criteria-based interview when recruiting

new staff
 A biographical interview is an interview which takes place during an
interaction between an interviewer and an interviewee, where the
interviewee tells his or her story without being interrupted. Whereas
criteria-based interview is an interview which are designed to test one
or more skills or competencies.

iii) The four key elements of a marketing plan;

Product: product is the good or services being marketed to the target audience,
as you are working on your product it is essential to consider your target audience and
their unique needs. Example the original iPhone filled

Price: is the cost of a product or service, when marketing a product or services it

is important to pick a price that is simultaneously accessible to the target market and
meet a business’s goal. To identify a successful price, you will want to thoroughly
understand your target audience and their willingness to pay for your product.

Place: place is where you sell your product and the distribution channels you
use to get it to your customer. For example, imagine you’re selling an athletic shoe you
designed. Your target market is athletes in their early twenties to late thirties, so you
decide to market your product in sports publication and sell it at specialty athletics
stores.

Promotion: promotion is how you advertise your product or service. Through

promotion you will get your word out about your product with an effective marketing
campaign that resonates with your target audience.in the digital channels that you can
use to promote your product, such as content marketing, email marketing and social
media marketing.
QUESTION B

i. The main five characteristics of an abstract are;

 Summarizes the entire paper, usually in one paragraph.
 Usually about 150-300 words.
 Typically written in the past tense and mostly in the third person.
 Entirely new text (not cut and pasted from the paper).
 Stands alone the reader can understand the abstract on its own.

ii. The main five characteristics of an executive summary are;

 Be approximately 5-10% of the length of the main report.
 Be written in language appropriate for the target audience.
 Consist of short, concise paragraphs.
 Begin with a summary.
 Be written in the same order as the main report.

QUSTION C

i) Purpose of persuasive communication is;

 To make the audience understand the benefits of a particular change,
process, or idea as well as to get them to take action in some way even
if the action is simply to think more positively in terms of sales. Also
persuasive get the audience to take a particular action which is to make
a purchase. In persuasion the communicator considers the audience’s
needs in terms of both professional and human needs and show the
benefits of the change, process, or idea to the audience.

ii) The two examples of written communications designed to persuade are;

 Written, visual and media advertisements are examples of persuasive
used in marketing professionals to influence a customer’s purchase
decision
 Speeches, articles and videos of motivational speakers are examples of
persuasion skills in action.

iii) The reasons for making readers to agree to the proposals for a particular course
of action are;
 Persuading your reader, writing argument papers presumes an audience
who disagrees with your opinion.
 Do your research, to be convincing you must be accurate and
informative
 Show advantages, clearly present the benefits presented by your point
of view.
  Organize your argument.
 Anticipate opposition.
 Concede points.
 Conclude.

iv) Points of information that the letter is likely to contain are;

 Write your name and contact details. Write your and your company’s
name on the top left corner of the letter
 Write the date.
 Write the recipient’s details.
 Add salutation.

QUESTION D

i) The benefits and drawbacks of web conferencing as an alternative meeting

method are;
Benefits are;
 Decreases the importance of locat