i have a timed exam on 25 July at 1:30 pm cdt for gmgt pls look below for the format and details

i have a timed exam on 25 July at 1:30 pm cdt for gmgt pls look below for the format and details
Email Format DATE: December 2, 2004 TO: Pat Walker, Cecille Cabanne, Don Deonne, Gil Sweeney, and Kathy Pedroza CC: BCC: FROM: E.W. Lauderman, Store Manager SUBJECT: STORE POLICY REGARDING OFF-PLANET DOLLS CC and BCC headings are not required on the exam Another version of the email format is below: DATE: December 2, 2004 From: Pat Walker, Cecille Cabanne, Don Deonne, Gil Sweeney, and Kathy Pedroza CC: BCC: To: E.W. Lauderman, Store Manager SUBJECT: STORE POLICY REGARDING OFF-PLANET DOLLS CC and BCC headings are not required on the exam
i have a timed exam on 25 July at 1:30 pm cdt for gmgt pls look below for the format and details
Memo and Letter Formats Figure A – Memo Format Every line begins at the left Right margin = ⅝”-1” margin, which is usually 1”-1½” Line-up DATE: December 2, 2004 TO: Pat Walker, Cecille Cabanne, Don Deonne, Gil Sweeney, and Kathy Pedroza FROM: E.W. Lauderman, Store Manager Write initials after name SUBJECT: STORE POLICY REGARDING OFF-PLANET DOLLS In capitals or capitalize first letter of each main word in the subject line ADD TRIPLE SPACE OR A LINE AND DOUBLE SPACE Because we anticipate heavy customer interest in the popular Off-Planet dolls, I would like you to share the following information and newly developed GemMart policy with all our employees. I’ve just learned that a GemMart buyer recently appeared in a taped television interview that will appear nationally this week. Apparently our buyer said that the Off-Planet dolls would be available in some GemMart stores. Since we expect our stores to be swamped with telephone calls from customers asking specifically about this series of dolls, we have decided that all employees in all of our area stores should have the same policy information to help them answer questions consistently. Please not the following points: GemMart currently has no Off-Planet dolls. We do not know if we will receive any in the future. We will neither issue raincheques nor take any orders for these dolls. Please discuss this policy with your employees. I’ll be sure to let you know immediately if we receive a shipment of Off-Planet dolls. Double space between headings Do not indent paragraphs in memos and letters Use of headings is optional in memos. If used, capitalize the first letter of each major word in a heading. Also use triple space before each heading and double space after it. Figure B – Memo Format with Letterhead Fidelity Mutual TO: Almeda Wilmarth, Supervisor DATE: January 24, 2005 FROM: Judy Leusink, Director Personnel Services SUBJECT: DENTAL-CARE BENEFITS SEMINAR Please plan to attend a seminar February 8 at 4 p.m. in the Main Conference Room to learn about options in our new dental-care plan. At that meeting a representative from Fidelity Mutual will describe the “Denti-Care” program. This plan is designed to provide the most cost-effective form of dental care for you and your family. If you or one of your dependents requires dental care, you will be able to choose from a variety of options. The representative from Fidelity Mutual will discuss the options available. At this meeting you will learn more about the following: How “Denti-Care” works for Data General employees. Options for major dental coverage. Your responsibilities. Our contract benefits If you are unable to attend, please call Sherri Jones at Ext. 255. Business Letter Format (Block Style) ● Island graphics 6423 King George Highway Phone (604) 275-5055 Surrey, BC V3W 4Z4 Fax (604) 275-3266 ● September 13, 2004 line 13 or 2 lines below letterhead 2 to 10 lines ● Mr. T.M. Wilson, President Visual Concept enterprises 2166 Ocean Forest Drive Surrey, BC V3A 7K2 2 lines ● Dear Mr. Wilson 2 lines ● SUBJECT: BLOCK LETTER STYLE 2 lines ● This letter illustrates the block letter style, about which you asked. All typed lines begin at the left margin. The date is usually placed two inches from the top edge of the paper or two lines below the last line of the letterhead, whichever position is lower. This letter also shows open punctuation. No colon follows the salutation, and no comma follows the complimentary close. Although this punctuation style is efficient, we find that most of our customers prefer to include punctuation after the salutation and the complimentary close. If a subject line is included, it appears two lines below the salutation. The word SUBJECT is optional. Most readers will recognize a statement in this position as the subject without an identifying label. The complimentary close appears two lines below the end of the paragraph. 2 lines ● Sincerely ● 4 lines ● Mark H. Wong Graphics Designer 2 lines ● MHW:pil ● Enclosure Letterhead Dateline Inside Address Salutation Subject Line Body Complimentary Close Signature Signature Block Reference Initials Enclosure Notation Block Style With Mixed Punctuation All lines start at left margin R. KAPPER INDUSTRIES 255 Cherry Street Corner Brook, NF A2L 3W5 Letterhead Letterhead is aligned at left margin as well August 20, 2004 Dateline Ms. Jane Mangrum, Manager Vancouver Hilton Hotel 6333 North Scottsdale Road Vancouver, BC V0H 1W4 Inside Address Dear Ms. Mangrum: use colon after salutation Salutation Can the Vancouver Hilton provide meeting rooms and accommodations for about 250 Geotech sales representatives from May 25 through May 29? It is my responsibility to locate a hotel that offers both resort and conference facilities appropriate for the spring sales meeting of my company. Please answer these additional questions regarding the Vancouver Hilton: Body Lists are optional in letters Does the hotel have a banquet room that can seat 250? Do you have at least four smaller meeting rooms, each to accommodate a maximum of 75? Do you provide public address systems, audiovisual equipment, and ice water in each meeting room? I will be most grateful for answers to these questions and for any other information you can provide regarding your resort facilities. May I please have your response by September 1 so that I can meet with our planning committee September 4. Use double space between items in a list if possible Use single space within paragraphs, double space between paragraphs 2 spaces Sincerely, comma needed here if colon is used after salutation Complimentary close 4 spaces Marlene Frederick Corporate Travel Department Author’s name identification mef Reference Initials Leave bottom margin of 3-6 spaces. If the letter is short this margin can be wider. RMpkt
i have a timed exam on 25 July at 1:30 pm cdt for gmgt pls look below for the format and details
Attempt TWO questions from Parts A, B, and C (2×15 marks = 30 marks) PART A NEGATIVE NEWS MESSAGE; Email Format Or Block Letter Format (175-200 words) PART B PERSUASIVE SALES MESSAGE; Email Format Or Block Letter Format (175-200 words) PART C DIRECT STRATEGY MESSAGE; Email Format Or Block Letter Format (175-200 words) For an example and an explanation of the block letter format, see page 3 of the “Memo and Letter Formats” handout posted on UM Learn. You can also review an example of a letter in block format on pages 264 in Thill’s textbook. PART D (REQUIRED): SUMMARY OF AN ARTICLE 10 marks Total= 40 marks Summarize the article by paraphrasing the major points in it. Begin with the central idea and give an overview. Then describe the supporting points. As well, capture the development of the supporting points and show how the writer supports them. Be objective and avoid evaluative and judgmental statements in this section. (Maximum 200 words) ——————————————————————————————————————————- Sample Exam Question for Part A: A Case for Negative-News Message Assume the position of a manager of a large music product store in the Polo Park mall. In your store, you sell compact discs and cassettes featuring a wide variety of music: from heavy metal and country to classical and opera. Your clientele is as varied as your music. You supervise 20 employees who work three different rotating shifts, so no one group of individuals works together all the time. Each shift, someone will choose the music to play over the store’s sound system. There is no store policy on who should choose the music; the only directive you’ve given is that the employees should choose music from the promotional discs and cassettes that have been sent to your company for in-store promotional play. The fact that your employees have varying musical tastes has been a positive — up until recently. Several employees have complained to you about the music that has been picked for playing in the store. Some who prefer heavy metal music complain that country and easy-listening discs and tapes have more play. One employee complained that every time he put on a classical piece, someone changed it to Elvis’ music. One person has been criticized by several other employees for playing country singer Willy Nelson “all day long, if she can get away with it.” You realize that everyone cannot be pleased all the time; however, you also realize that conflict among employees can transfer into low morale and poor customer service. As well, you acknowledge to yourself that the music played in the store is not primarily for the enjoyment of the employees but for the sale and promotion of the music. You cannot talk to all of your employees at a meeting because they work different hours; at no time are all of them in the store at the same time. You decide, therefore, to write an email about this situation to all the employees. Write this email using the indirect strategy: consider your subject heading carefully; decide on a buffer and a transition; explain clearly the problem and your decision regarding the problem; and end on forward-looking, goodwill note. As well, demonstrate the You-attitude, and choose your words carefully so that the tone is one of respect and not one of blaming. (Maximum 175-200 WORDS) Sample Exam Question for Part B: Persuasive Sales Message in Block Style Letter Format You are the manager of a tax consulting firm in your city. (Give it a name.) Realizing that the recent changes in the tax laws will cause many individual tax payers who fill out their own returns to make costly mistakes, you write a sales letter to increase your clients in the middle-income group. The basic philosophy of your tax consulting service is client satisfaction through able assistance by capable, honest, and courteous tax consultants. By knowing the new tax laws and how they affect your clients, you can save them both time and money. You provide the clients with economical help in the preparation of their income tax returns, confidentiality, year-round income tax services, and audit assistance. Fees are based solely on the complexity of the return. The average fee last year was $200 for each tax return. Your fee entitles the client to assistance with tax estimates, audits, and tax questions. Write the letter in block format. (Note: create the addresses) (Maximum 175-200 WORDS) Review the relevant pages of the chapters on all three strategies from Thill’s textbook as indicated in my course outline. Review PowerPoint slides on Good Business Style and exercises from Thill’s chapter on Writing Business Messages. Review my lectures from my PowerPoint slides and your lecture notes on each of the three message strategies along with the Thill’s exercises and other exercises we discussed in class. Kinds of Direct Strategy Messages: Information Request, Giving Information, Action Request, Recommendation for a program, initiative, or a candidate, Response to a Request, Response to Claim, Explaining a Policy, Solution to a Problem Kinds of Negative Messages: Declining an Invitation, Rejecting a Claim, Denying a Request for a contribution to a cause, Rejecting a Proposal, Request, or an Initiative, Asking people to Change Behaviour, Making a Negative Announcement, and Refusing Credit or a Loan, etc. Kinds of Persuasive Sales Messages: Asking the reader to buy a product, or try a service, or contribute to a cause For the question on the summary of an article, review my lecture notes and handouts on summary and paraphrasing skills as well as the feedback you received on your summary paper. Best Wishes
i have a timed exam on 25 July at 1:30 pm cdt for gmgt pls look below for the format and details
Persuasive Sales Letter Thill’s Chapter 7 Thill’s Exercises 7A, 7C on Page 238 Dr. Rakesh Mittoo Analyse Sales Goal  Are you making a sale of a product or a service, or are you promoting a charity or a cause? Yes, Direct Mail Sales Letter  Encouraging an inquiry about a product?  Sending a brochure?  Arranging a demonstration?  Sending an invitation for a visit to your store? Dr. Rakesh Mittoo Analyse Product to Identify the Central Selling Point  Design, construction of the product, and the raw materials used  Use and performance and the benefits  Product support (warranty, service, price payment plan, home delivery, coupons, discounts, etc.)  Comparison with competition  What is the central selling point?  price?  service?  quality? Dr. Rakesh Mittoo Analysis for a Non – Profit  What’s the problem you’re solving?  How urgent is the problem? Or need? Why does it matter to solve it for the community?  What support does it need?  Which groups are you helping?  What support does it get from tax dollars, user fees, or ticket sales?  What are the goals? How much it costs to achieve the goals?  What are the benefits to the receivers of your service(s)? Dr. Rakesh Mittoo Decide Target Audience  Ask:  Where will your letter go? Or To whom are you writing? Are you addressing a widely based audience ? Are you writing to a category based audience  What will attract the customer’s interest?  Needs  Interests  Age  Income  Education Dr. Rakesh Mittoo Adapt Your Sales Request to Audience’s Needs  Consider these questions the readers will be asking when they are reading you message: Why should I? Says who? Who cares? So what? What’s in it for me? What’s in it for you? Dr. Rakesh Mittoo AIDA Pattern is Indirect Strategy  A = Gaining Attention  I = Creating Interest  D = Building Desire  A = Motivating Action  Also Reducing Resistance Dr. Rakesh Mittoo Gaining Attention  Opening paragraph:  Short, engaging, and relevant  Does not reveal the request immediately  Provocative message:  Use effective headline to elicit immediate response  Highlight typography  Focus simultaneously on sales purpose and reader’s interest. Dr. Rakesh Mittoo Gaining Attention  Free offer or bargain (Here’s how to save $500 on your next vacation.)  Promise (You can raise your investment income by 10% every year.)  Question (Geicho’s ad: Would you like to buy car insurance and save 15%?) (Do you yearn to earn 10%..?)  Quotation or proverb (Necessity is the mother of invention — or the mother of innovation.)  Product feature or application (Ipod: Millions of Songs, Thousands of Games, Countless Hours of Fun)  Testimonial Dr. Rakesh Mittoo Gaining Attention  Startling statement (Let the poor and hungry feed themselves. For just $100 they can. — By a charity)  Personalized action setting/story  Relevant current event (The sales tax on cars will jump a whopping 4% effective next month)  A comparison  Personalized statement using receiver’s name  Solution to a problem (The backpack is designed to endure kids’ dropping and dragging and kicking.)  Anecdote Dr. Rakesh Mittoo Creating Interest  Describe the product clearly and emphasize the central selling point.  Example:  “The Air Miles Travelers’ Insurance will rid you of the high costs — and accompanying anxieties — of sickness or injury in foreign countries.”  Ask yourself: How will the product make a difference to the reader? Dr. Rakesh Mittoo Building Desire  Desire: an emotional response that propels people to action  Desire is created by presenting specific facts and appeals.  Discussing the benefits of the product sets the stage for discussing price. Dr. Rakesh Mittoo Use Rational Appeals (Logos)  They are associated with reason  Making money, increasing efficiency, making best use of resources, improving health, and ensuring safety.  Banks’ appeals: savings, earnings, or returns  They are appropriate when a product is expensive, long – lasting, and important for security, success, health, and wealth.  Logical Appeal: “I am going to slash the regular rate of $36 a year down to only $28, saving you a full 22 per cent. This means you get 12 information -filled issues of Science Digest for only $2.33 a copy. You save even more by subscribing for 2 or 3 years.” Dr. Rakesh Mittoo Use Credibility Appeals (Ethos)  Logic of presentation/persuasion  Supporting with specifics  Emphasizing benefits over features  Choosing appropriate words: positive, objective, success -oriented, and concrete language  Not exaggerating your claims  Character or Celebrity Appeal: “I use this product, so you should, too”  “Consumer Reports is on your side. We’re a nonprofit consumer protection organization with no commercial interests whatsoever. To put it bluntly, we don’t sell our magazine to big companies and private groups — we’re accountable to no one except to consumers….” Dr. Rakesh Mittoo Make Emotional Appeals (Pathos)  They’re associated with status, identity, ego [pride, love, satisfaction] and are based on our senses and feelings.  “Dance on…a Paris balcony high above the Seine. Seek romance and youth and laughter in charming capitals on five continents. And there you’ll find the beguiling perfume that is fragrance Jamais.”  Use concrete details for emotional appeals.  They’re used when a product is inexpensive, short -lived, or non -essential. Dr. Rakesh Mittoo Motivating Action  Offer a gift.  Promise an incentive.  Guarantee satisfaction.  Mention discounts, premiums, sweepstakes, contests.  Set a deadline.  Limit the offer.  Use postscript — strongest motivator Dr. Rakesh Mittoo Reducing Resistance  Testimonials — enhance credibility  Attractive warranty  Trial offers  Free samples Dr. Rakesh Mittoo Emphasize Savings  Delay mentioning price.  Show price in small units.  Compare price with that of competitors.  Use imperative sentences and action packed language.  End with a specific request for action Dr. Rakesh Mittoo Questions for Thill’s Document 7.C, p. 238 1. Comment on the opening. How good is it in grabbing attention of the primary audience? 2. How will this letter be viewed by secondary audiences in the organizations? 3 . What is the central selling point? Choice or variety, service, convenience, cost, or quality? 4 . What rational and emotional appeals are used? What kind of credibility appeal could be used? 5 . Where should the details regarding the main food items and the menu be presented? In the letter or separately included but mentioned in the letter? 6. What details are missing? How does lack of specific or concrete information affect audience’s response? 7. How effective is the closing? 8. Comment on tone and “You” Attitude. 9. Comment on content and organization. Dr. Rakesh Mittoo Questions for Thill’s Document 7.A, p. 238 Read this persuasive message. (1 ) Analyze the strengths and weaknesses of each sentence. (2) Assess whether each paragraph follows guidelines for persuasive messages. Consider the following: 1. Opening — how effective is the opening? 2. Strategy — Does it use direct or indirect strategy? 3. Tone — Polite or Blunt Does it establish a negative or a positive relationship with the audience ? How about the use of you -attitude? Comment on the sentence structure and tone. 4. Organization and closing 5. Will it get the response desired or the information requested? Dr. Rakesh Mittoo
i have a timed exam on 25 July at 1:30 pm cdt for gmgt pls look below for the format and details
Negative News Messages Read Thill’s chapter 6 on negative news My lecture in PowerPoint slides Two examples of bad -news messages in the these slides Thill’s exercises from Chapter 6 — Document A and Document B — will be discussed in classes Dr. Rakesh Mittoo Dr. Rakesh Mittoo Kinds of Negative Messages  Declining an Invitation  Rejecting a Claim  Refusing Credit  Denying a Request or a Proposal  Turning down a Job Applicant  Changing Behaviour  Other messages communicating Bad News Dr. Rakesh Mittoo Goals in Communicating Bad News  The purpose of a bad news message is to reduce hostility and gain goodwill:  To make the receiver understand and accept bad news  To promote and maintain a good image of yourself and your organization  To make messages clear  To avoid legal liability Dr. Rakesh Mittoo Bad New Messages  There are two main approaches to structuring a bad -news message:  The Direct Approach  The Indirect Approach ( Follow this approach to answer the question on the final exam.) Dr. Rakesh Mittoo The Direct Pattern  Use the direct approach if the bad news is expected or not very important.  The pattern is similar to that of a direct strategy message, except that message is softened with a helpful alternative.  State the bad news simply and directly.  Give the reasons.  Give a helpful alternative, if possible.  Close with an optimistic, future -looking goodwill statement Dr. Rakesh Mittoo The Indirect Pattern  Buffer : a neutral or positive opening  Reasons : an explanation of bad news  Bad News : a clear but understated announcement of bad news  Closing : a personalized, forward – looking statement Dr. Rakesh Mittoo Opening with Buffers  Buffer possibilities:  Best news: “To ensure that your correspondence goes out with the last pick up, we are starting a new message pick up service.”  Compliment : “In the interview, Mr. Johnson, we came to know your extensive managerial skill and good business instincts.”  Appreciation: “Thank you for contacting Can West about a marketing position.”  Agreement: “We realize how businesses have suffered because of the dollar rate.”  Facts: “During the last two years, the attendance in the arena has been declining by 7%.  Understanding: Express concern for customer’s expectations about quality, reliability, etc. Dr. Rakesh Mittoo Opening with Buffers  More Buffer possibilities:  General principle: Defines a company’s good business practice.  Chronology of past events: “ When we spoke last week, I agreed to review your credit application in the light of the two errors in your credit file.”  Special needs: “At Vector Direct Mail Sales, we have limited our new product acquisitions to cosmetics, electronic games, and jewelry.”  Time factor: “Our product schedule demands that we settle upon a computer system that can be on -line no later than March 20, 2008.” Dr. Rakesh Mittoo Reasons for Bad News  Reasons:  Cautious explanation  Reader or other benefits  Company policy explanation  Positive words  Evidence that matter was considered fairly and seriously Dr. Rakesh Mittoo Delivering Bad News Sensitively  Bad News:  Embedded placement  Passive voice  Implied refusal  Compromise  Alternative Dr. Rakesh Mittoo Closing for Bad News  Closing  Forward look  Information about alternative  Good wishes  Freebies  Resale  Sales promotion Dr. Rakesh Mittoo Refusal of Favour Request: Ineffective Message  Evaluate this message: Buffer and Opening, Explanation, Organization, Tone and Style (You -Attitude)  Dear Mr. Singh:  Unfortunately, we cannot allow you to apply the lease payments you’ve been making for the past ten months toward the purchase of your Sako 600 copier.  Company policy does not allow such conversion. Have you ever considered why we can offer such low leasing and purchase prices? Obviously, we couldn’t stay in business long if we agreed to proposals such as yours.  You’ve had the Sako 600 copier for ten months now, Mr. Singh, and you say you like its versatility and reliability. Perhaps we could interest you in another Sako model — one that’s more within your price range. Do give us a call. Dr. Rakesh Mittoo Negative News: Refusing Request for Registering in a Course  You are the program Coordinator of the Advanced Learning Center in London, Ontario. The Center is located at 4559 West Hamlin Boulevard. The postal code is S3T 5R3.  The Advanced Learning offers educational seminars to business people. One seminar that has gotten a tremendous response from the community is the one entitled “Improving Your Business Writing Skills.” The classroom can accommodate 25 students, but 40 business people have already requested that you register them for the class. Along with their request, they have sent their $500 cheque for registration.  Now you must write to 15 people to tell them that they cannot enroll in the course. The first person you will write to is Jonathan Wyatt. He is President of Tyco Production, an upscale advertising firm in Toronto. Tyco’s address is 3588 East Shenan Lane. The postal code is T4L5SU. Dr. Rakesh Mittoo Questions for Document A from Thill’s Chapter 6  Broadly speaking, what’re the strengths and weakness in (1) the strategies used, (2) organization of the message, and (3) communication style and tone:  1. Opening and/or the buffer used  2. Organization — Logical and complete explanation; organization of information  3. Language — Clear or vague; concrete or general or abstract  4. Information quality —  complete or incomplete or missing?  clear and specific OR confusing and contradictory?  5. Tone, Language Use, Positive Emphasis, and You -Attitude —  Language: negative or positive and objective?  6. Closing — Does it use the required strategies? Dr. Rakesh Mittoo Questions for Document B from Thill’s Chapter 6  Consider the weaknesses of the document in the following areas:  Opening :  Explanation :  Organization :  Tone and You -Attitude Dr. Rakesh Mittoo Subject Lines in Negative News Emails  Generally, use neutral words (e.g. Status of Your Credit Report; Results…; Review…) in subjects lines in letters or emails, denying or refusing customers’ requests. However, for certain kinds of bad news, use a negative subject line in an e -mail: For Example: Subject: Delay in Project Completion The subject line should be negative when: 1. The messages is serious. (Subject: We Lost the IBM account) The subject line should be negative when: 2. The reader needs the information to make the decision.  (Subject: Power will be out Saturday, May 2) 3.You are reporting your own errors.  (Subject: Errors in Multiple Choice Questions) Use a negative subject line in letters when you think readers may ignore the bad news — believing it to be a routine message Dr. Rakesh Mittoo Avoiding Three Causes of Legal Problems  Abusive language  Careless language  The “good -guy” syndrome Dr. Rakesh Mittoo Abusive Language  Defamation — any language that harms a person’s reputation. Calling someone names — a “crook” or a “quack” can get you into trouble. This language is legally actionable when it is false (since it’s harmful to the person’s good name) and published.  Libel — written defamation, i.e. recorded in permanent record or filmed or in electronic medium.  Slander — spoken defamation  It’s easier to sue in Canada for libel than in U.S. since Canadian law does not require proof. In electronic age, you may be prosecuted if you transmit a harassing or libelous message by email or bulletin board. Such electronic transmission is considered published, so a company can incur liability for messages sent through computer system. Dr. Rakesh Mittoo Careless Language  Avoid making statements that are potentially damaging or that could be misinterpreted:  “The factory is too dangerous for tour groups. ” An injured worker filed a lawsuit about the potential danger mentioned in the refusal of request to visit the factory  Careless language : employees may be revealing information that may be used against the company. Be careful with words to communicate what we intend.  Also avoid explanations about dangers and risks that convey more information than you intend. Phrase warnings about dangers properly, cautiously, and carefully.  Be careful about what documents you save. Dr. Rakesh Mittoo The “Good Guy” Syndrome  Avoid making dangerous statements that ease your conscience or make you look good. We all want to look like good guys rather than be the bad guys in others’ eyes. So to be seen as good guys, we tend to make certain statements or usually positive statements that are legally dangerous. Our appreciative statements about quality or competence of a candidate etc. may be misconstrued. They may reveal what we truly feel but may give information that can be used against us.  Avoid making dangerous statements that ease your conscience or make you look good:  I thought you were an excellent candidate but we had to hire…  Business communicators act as agents of the organization. Their views must reflect the organization’s view.  Especially beginning employees may not be able to balance the interests of the company they work with desire to be nice to the customers. Dr. Rakesh Mittoo