The techniques for building and maintaining goodwill apply not only to external messages, such as messages to customers, they also apply to internal messages, even-or perhaps especially-messages to readers who outrank you within your organization. Whoever your reader, striving to evoke a positive response will be well worth the effort. The goal of this exercise is to demonstrate your ability to apply the following principles in an email to your boss. -Use the you-viewpoint. -Use a conversational style that has the right level of formality and avoids "rubber stamps." -Employ positive language to achieve goodwill and other desired effects. -Use positive emphasis. Read the case and answer the questions that follow. It has been five years since you graduated from college with a degree in marketing, and you're pleased with your career so far. Immediately after graduation, you landed a job as an accounts specialist on the sales team of a large corporation that manufactures consumer products. During your time on the job, you have kept your current clients happy and have also acquired a few new accounts. It's a long way to the top from here, but this is a company that likes to promote from within, and you believe that your future is bright. One of your achievements is that you have become an active member of your state's chapter of the American Marketing Association. In fact, together with two other members, you'll be giving a presentation at the organization's national meeting in Seattle this year. Your group's talk will be on the topic of "Maintaining Customer Loyalty Through Social Media," and the presenters will discuss strategies their companies are using. Each presenter's talk will also include comments from a top executive in the company about the use and importance of social media marketing in his or her company. When your presentation was accepted for the conference program six months ago, you emailed Brad Diggs, your company's VP of sales and marketing, to ask if he'd be willing to share his thoughts about the importance of social media in sales and marketing. He said he'd be glad to. But you had to send him two email reminders to get him to send you his comments, which he finally did today, only three days before you leave for the conference. The problem is that his comments are skimpy and too general. He clearly doesn't remember that, in your original request, you asked him not just to talk in general terms but to focus on how your particular company is using and benefiting from social media marketing. Since your company has distributors and customers around the world, you'd also asked him to address specifically how social media are helping the company cultivate sales internationally. You can hardly use what he sent you, so you'll need to give it one more try. Email him to let him know that he didn't send you what you asked for and that you need better content from him within two days. The next part of the email should Multiple Choice ed ask him for the additional information you'll need to be able to represent your company well at the conference. X reference your first email and remind him of the information you'd originally requested. say, Unfortunately, I need more specific information about our company's strategies." say, Unfortunately, I will need additional information, especially about how we use social media internationally." stress that you need the information within two days, since the conference is fast approaching. 11 KAS 81 The part of your email that asks him for additional information should Multiple Choice include clear descriptions of the kind of information you need. say, "Please provide any additional information you'd like about our social-media marketing strategies." say, "Please be so kind as to provide specific examples of our social-media marketing strategies." explain why what he sent won't be sufficient. tell him that he doesn't need to spend much time on this. The ending of the message should say Multiple Choice ed you're excited about the conference and will let him know what you learned about other companies' strategies. your boss's cooperation is much appreciated. "Thank you for your time." "If you need additional information, do not hesitate to ask." "I will do my best to represent our company well