Written Answer (Assessment 2)

Question 1 (15 Marks)

You work as a sales person for Apple Store, on the corner of King and George Streets
in Sydney as a marketing graduate. Apple Store is a chain of retail stores owned and
operated by Apple Inc. The stores sell various Apple products, including Mac personal
computers, iPhone smartphones, iPad tablet computers, iPod portable media players, Apple
Watch smartwatches, Apple TV digital media players, software, and selected third-party
accessories.
As a test of your sales writing skills your supervisor has asked you to write a sales letter as
part of a leaflet distribution campaign to sell the latest iPhone 12, to be released in
December 2020. Your letter should include the features listed below.

a. Block letter alignment (i.e. Justify)

b. The seven basic parts of a business letter
• Sender’s name, address and contact number(s)
• Date
• Customer’s (receiver’s) name and address
• Salutation
• Subject line
• Body of the letter
• Complimentary close
• Sender’s name, signature, title
c. An appropriate opening
d. One or two selling points.
e. The AIDA (Attention, Interest, Desire, Action) formula

On your answer sheet you are to write a draft letter first and then rewrite the letter in the
final letter section.

Question 2 on the next page

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Question 2 (15 Marks)

You work as a manager of Pizzeria Restaurant in Sydney. You received a complaint letter
from Mr John and Ms Amanda Black who were customers at your restaurant last Saturday
night. The customers have complained that their server (waiter or waitress) was rude, and
they want a full refund of their payment.

You investigated the complaint, and you have decided that the request is unreasonable.
Your investigation revealed that the customers became intoxicated during dinner and were
very loud and aggressive towards each other. Your task is now to:

a. Write a plan for a bad news letter to Mr and Ms Black.

b. Discuss and prepare an opening statement which provides a neutral relevant buffer.
c. Prepare a concluding statement which avoids reference to the bad news, apology or
clichés.
d. Using the “kiss, kick, kiss” formula, write a tactful and sensitive bad news letter to
the Blacks denying the refund.

Your letter should include the features listed below:

a. Block letter alignment (i.e. Justify)

b. The seven basic parts of a business letter
• Sender’s name, address and contact number(s)
• Date
• Customer’s (receiver’s) name and address
• Salutation
• Subject line
• Body of the letter
• Complimentary close
• Sender’s name, signature, title

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Answer sheet

Student Name
Student ID
Student Signature with date

Question 1

Draft letter:
___________________________________________________________________________
From
Apple Store
___________________________________________________________________________
November, 2020
___________________________________________________________________________
To,

___________________________________________________________________________
Dear Customer,
___________________________________________________________________________
Subject:
___________________________________________________________________________

____________I would like to take this occasion to thank you for your collaboration with our
company. It was always constantly been a pleasure doing business with
you._______________________________________________________________
___________________________________________________________________________
I would like to apprise you that our company is going to have a leaflet distribution of our
new launch of iPhone 12. So, 6 units of iPhone 12 will be distributed to you as per the
conjointly decided date. In addition, our specialists would visit to give you a guidance about
the information relating the product for ensuring every customers will be able to use the
product. We will also provide the required services regarding the product distributed.
___________________________________________________________________________

___________________________________________________________________________
We have been in the business of Apple products like Mac personal computers, iPhone
smartphones, iPad tablet computers, iPod portable media players, Apple Television and
digital media players, software and selected third-party accessories. We will be glad to
provide you our products and cater to your technical requirements.

___________________________________________________________________________

______ Sincerely,

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Marketing Manager
_____________________________________________________________________

___________________________________________________________________________

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___________________________________________________________________________

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Final letter
From
Apple Store, King and George Streets
Sydney
___________________________________________________________________________
November 15, 2020
___________________________________________________________________________
To,
Rick,
Melbourne

___________________________________________________________________________
Dear Mr.Rick
___________________________________________________________________________
Subject: Leaflet distribution campaign
___________________________________________________________________________

____________I would like to take this occasion to thank you for your collaboration with our
company. It was always constantly been a pleasure doing business with
you._______________________________________________________________
___________________________________________________________________________
I would like to apprise you that our company is going to have a leaflet distribution of our
new launch of iPhone 12. So, 6 units of iPhone 12 will be distributed to you as per the
conjointly decided date. In addition, our specialists would visit to give you a guidance about
the information relating the product for ensuring every customers will be able to use the
product. We will also provide the required services regarding the product distributed.
___________________________________________________________________________

___________________________________________________________________________
We have been in the business of Apple products like Mac personal computers, iPhone
smartphones, iPad tablet computers, iPod portable media players, Apple smartwatches,
Apple Television and digital media players, software and selected third-party accessories.
We will be glad to provide you our products and cater to your technical requirements.

___________________________________________________________________________
If you have any queries regarding our new product, please do not hesitate to contact us at
the provided address.
___________________________________________________________________________

___________________________________________________________________________
Sincerely,
Marketing Manager
Apple Store, King and George Streets
Sydney

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___________________________________________________________________________

___________________________________________________________________________

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Question 2

a. Write a plan for a bad news letter to Mr and Ms Black.

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___________________________________________________________________________
Firstly, we will write about the positive factors about the event including our appreciation to
___________________________________________________________________________
them for joining our program.
___________________________________________________________________________

___________________________________________________________________________
Secondly, we will write the neutral relevant buffer which is a short, real statement which
will
___________________________________________________________________________
be often should be positive and neutral and both of our reader comes to an understanding
___________________________________________________________________________
on the conflict. Neither should we make it too much cheerful which might misinform our
___________________________________________________________________________
reader nor we can set the dark tone which may cause them supplementary anxiety or
___________________________________________________________________________
dissapointment. For instance, "We thank you for your interest in our Special Saturday Night
___________________________________________________________________________
Program.
___________________________________________________________________________

___________________________________________________________________________
At last, we will end our message by thanking them for joining our program.
___________________________________________________________________________

___________________________________________________________________________

b. Discuss and prepare an opening statement which provides a neutral relevant buffer.

___________________________________________________________________________
The introductory paragraph in the bad news letter should contain the following relevant
___________________________________________________________________________
buffer:
___________________________________________________________________________
 Firstly, we need to mention that we have received their letter
___________________________________________________________________________
 We need to mention our restaurant's goal that we deliver good quality of food and
___________________________________________________________________________
services.
___________________________________________________________________________
 We will also mention positive feedback we got from other customers.
___________________________________________________________________________

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___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

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c. Prepare a concluding statement which avoids reference to the bad news, apology or
clichés.

___________________________________________________________________________
The concluding statements in the bad news letter should contain good gesture of goodwill,
___________________________________________________________________________
our expression of being thankful for visiting our restaurant. We need to include that we are
___________________________________________________________________________
striving constantly for better services and we hope to see them in future.
___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________

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d. Using the “kiss, kick, kiss” formula, write a tactful and sensitive bad news letter to
the Blacks denying the refund.

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May 22, 2021

___________________________________________________________________________
Address:
___________________________________________________________________________
Subject: The Saturday Night Program
___________________________________________________________________________
Dear Mr. and Mrs.Black,
___________________________________________________________________________

___________________________________________________________________________
Thank you for your letter concerning the Saturday Night program. As per
___________________________________________________________________________
your complaint you demanded full refund of your payment.
___________________________________________________________________________

___________________________________________________________________________
Here at the Pizzeria Restaurant, Our objective is to deliver supreme quality of
___________________________________________________________________________
foods and services to our clients. I as well as our staff, appreciate you for choosing to have a
___________________________________________________________________________
dinner in our restaurant this past Saturday Night. As you know our Saturday Night program
has
___________________________________________________________________________
been a huge accomplishment for us. We ve had our customers from other states just to get
a
___________________________________________________________________________
taste of great taste of great food at equitable price. Up to now we have only got positive
feedback
___________________________________________________________________________
from our customers from other states just to get a taste of great food at equitable price. Up
to
___________________________________________________________________________
now we have only got positive feedback from our customers regarding our food and
services.
___________________________________________________________________________

___________________________________________________________________________
You have stated that our staffs behaved in a rude way. But later we
___________________________________________________________________________
investigated and it has been revealed that you have been intoxicated during the dinner and
___________________________________________________________________________
were loud at each other. So we apologize you from our heart about the refunding because
___________________________________________________________________________

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your request is unreasonable.
___________________________________________________________________________

___________________________________________________________________________

___________________________________________________________________________
Mr. Black, once again we thank you for visiting our restaurant. We would strive
___________________________________________________________________________
continuously for the better quality in our services. We hope to see you in future.
___________________________________________________________________________

___________________________________________________________________________
Sincererly,
___________________________________________________________________________
General Manager
___________________________________________________________________________
Pizzeria Restaurant, Sydney
___________________________________________________________________________
End of paper

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