८९.४0. 757500007 Name:

APJ ABDUL KALAM TECHNOLOGICAL UNIVERSITY
FIRST TRIMESTER MBA DEGREE EXAMINATION OCTOBER 2016

MBA 14 BUSINESS COMMUNICATIONS
Max. Marks: 60 Duration: 3 Hours

Part A
Answer all questions. Each question carries 2 marks

1. "Communication is a process involving certain distinct steps." Illustrate with an example
2. "Reflection and empathy are the two constituents of an accomplished speaker.” What do
you mean by ‘reflection’ and 'empathy'?
3. Good writing is essentially a three-stage process. What are these three stages?
‘Persuasive letters involves skillful sequencing of ideas". What are its attributes?
5. Distinguish between 'skimming' and 'scanning-
(5x2 marks — 10 marks)
Part B
Answer any 3 questions. Each question carries 10 marks

6. Communication is the lifeblood of an organization. Discuss this with special reference to
communication structure of an organization.

7. "All listening is hearing, but all hearing is not listening”. Substantiate your views by
explaining the process involved in listening.

8. "A writer should never be brief at the expense of being clear". Discuss the principles of
effective writing in the context of this statement.

9. Draft a notice with a five-point agenda for the first General Body meeting convened to
elect office bearers of an association

10. List out the do's and don'ts of preparing a good case study.

(3x10 malks = 30 marks)

Compulsory question, the question carries 20 marks | I.
Answer the questions given at the end of the case:
Washington based 'Fresh for You' Foodmaker makes and markets Crispy Chicken. Unlike
the precooked and processed Crispy Chicken that consumers are familiar with, these are
fresh and sold refrigerated. In 2012, the company realized that while those who tried this
fresh Crispy Chicken found them delicious, very few people were aware of the brand.
Charlene M Richardson, the company's Director of Marketing, found that some food chains
were talking enthusiastically among themselves about her brand of Crispy Chicken. She
decided to leverage it and promote the brand using electronic media.

With the help of professionals, who were already Crispy Chicken fans, 'Fresh for You'

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