Page 5 - TX_Marketing 2_M1_v2
P. 5
Module Learning Objectives
By the end of this module, you should be able to:
Explain the difference between "artistic" and "inartistic" information and the
order in which they should appear in a well-structured argument.
Define the three different approaches (ethos, pathos, and logos) used to
present persuasively artistic information.
Define "rhetoric" as the act of identifying and utilizing the means of persuasion
available in a given situation.
Use and present effectively inartistic information, or data.
Present himself or herself as a respectable professional whom people will
trust.
Produce and manage emotions in a negotiation session.
Utilize logic, emotion, and the appearance of ethical character as persuasive
tools.
Identify some common ‘extreme’ persuasive techniques that other people
may attempt to utilize.
Key Terms
Active Voice: The condition of verbs found in conventional sentence structures in
which the subject is performing the action.
Artistic Information: A stated conclusion or deduction; a conveyed invention.
Bar Graph: A representation of the X- and Y-axis with a series of blocks running along
either the X-axis or the Y-axis that correspond in either height or length (relatively) to
the numerical values on the opposing axis that is constructed in an attempt to
illustrate the relationship between the values listed.
Buzz Words: Fashionable, industry-specific terms.
TX Marketing II: Negotiation Techniques 4
