chapter 22 communication process permission granted to reproduce for educational use only.©...
TRANSCRIPT
CHAPTER
22Communication
Process
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COMMUNICATION BASICSSection 22.1
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Objectives
After completing this section, you will be able to • describe the six elements of the communication
process.• explain barriers to effective communication.
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Key Terms
communication process
sender
encoding
transmission
channel
receiver
decoding
feedback
barrier
diversity
multicultural society
multigenerational
sending barrier
receiving barrier
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What Is Communication?
• Communication is the process of sending and receiving messages that convey information, ideas, feelings, and beliefs
• The communication process is a series of actions on the part of the sender and the receiver of the message on the path a message follows
• The communication process has six elements: sender, message, channel, receiver, translation, and feedback
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What Is Communication? (Continued)
• The sender is the person who has a message to communicate
• The message is what is being sent by the sender – What do you want to communicate? – How do you want to communicate?– Encoding is the process of turning the idea for a
message into symbols that are communicated to others
• The act of sending of a message is called transmission, and the channel is how the message is transmitted, such as face-to-face conversation, telephone, e-mail, text, or any other vehicle
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What Is Communication? (Continued)
• The receiver is the person who gets a message • Decoding is translating the message into terms
that the receiver can understand – The process of understanding a message– Only received when receiver understands it
• Feedback is the response of the receiver to a message, and it concludes the communication cycle
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Barriers to Effective Communication
• Barriers are anything that prevents clear, effective communication– May occur in written, verbal, and nonverbal
communications– Diversity means having people in a group or
organization who are of different races or who have different cultures; markets are diverse
– When people come together in the workplace, a variety of communication barriers may arise
• Multicultural society is a society consisting of people from many cultures with many different wants and needs
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Barriers to Effective Communication(Continued)
• Communicating in different languages can present a language barrier, especially when doing business internationally
• Multigenerational describes people of different generations in the same place, such as living or working together in the same home or office
• The six steps in the communication process can create potential barriers for a sender, receiver, or both
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Barriers to Effective Communication(Continued)
• Sending barriers: the sender says or does things that cause the receiver to tune out the message– Unfamiliar words, poor grammar, or assumptions of
certain knowledge may be wrong– Sender must make sure the message is clear to the
receiver and is understood
• Receiving barriers: the receiver says or does things that cause a message to not be received as intended
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Effective Communication
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TYPES OF COMMUNICATIONSection 22.2
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Objectives
After completing this section, you will be able to • explain the importance of written communication
skills.• describe verbal communication skills that are
important in the workplace.• identify the role nonverbal communication plays in
marketing.
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Key Terms
written communication
writing process
four Cs of writing
memo
report
verbal communication
telephone etiquette
nonverbal communication
body language
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Written Communication
• Written communication is recording words through writing or keying to communicate – Many decisions must be made when developing a
written marketing message– Words chosen depend on the target market, the purpose
of the message, and the desired response from the receivers
– Very few images are strong enough to carry a marketing message without any words
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Written Communication (Continued)
• Writing process is a set of sequential stages for each writing task; in marketing, it is– Prewriting: define customer profile and message intent– Writing: create message draft; revise as needed – Post writing: get feedback and proofread final – Publishing: print or send document electronically
• Use the four Cs of writing: clear, concise, courteous, and correct communication
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Written Communication (Continued)
• Marketing promotions include print advertising pieces, items for sales promotion, press releases, media kits, sales brochures, faxes, and scripts for personal selling
• Business correspondence includes letters on company letterhead, internal memos, and formal or informal reports
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Written Communication (Continued)
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Verbal Communication
• Verbal communication is speaking – Marketers are expected to have both good written and
verbal communicating skills– Tone of speech refers to the feeling conveyed to the
receiver from the way words are spoken
• Verbal communication tips– Use Standard English, speak clearly, make eye contact,
ask relevant questions, use friendly tone– Eliminate distracting physical habits
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Verbal Communication (Continued)
• Good telephone etiquette, or using good manners on the telephone, is important
• Telephone skill tips– Smile when answering phone, speak clearly and in a
normal tone, and use the company greeting – When making calls, plan messages in advance; have
paper and pen for taking messages or notes
• A presentation is a formal speech that presents information to the receivers; goal is often to persuade the audience
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Nonverbal Communication
• Nonverbal communication refers to actions, as opposed to words, that send messages– Body language is nonverbal communication through
facial expressions, gestures, body movements, and body position
– Nonverbal communication barriers can include• Distracting mannerisms• Facial expressions that conflict with the words spoken• Inappropriate dress or conduct• Sarcastic or angry tone of voice• Speaking too softly or too loudly
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LISTENING AND READING WITH A PURPOSE
Section 22.3
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Objectives
After completing this section, you will be able to• discuss listening skills and why they are important
to marketers.• explain what it means to read with a purpose.
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Key Terms
active listening
passive listening
empathy
prejudice
active reading
skimming
scanning
reading for detail
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Listening Skills
• Hearing is a physical process; listening is an intellectual process that combines hearing with evaluation
• Active listening takes place when the listener is focused on what is being said
• Passive listening takes place when the listener hears the message but does not pay attention to what is being said; types include careless, distracted, narrow, and defensive listeners
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Listening Skills (Continued)
• Successful marketers know how to listen to customers and vendors and interpret the communication
• Two important listening skills to learn are – Showing empathy, the process of seeing things from the
point of view of another person– Overcoming barriers to listening
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• Barriers to listening– Interruptions can come from anyone during a
conversation– Assumptions that people know what a speaker will say– Prejudice is a feeling of like or dislike for someone,
especially when it is not reasonable or logical– Planning a response while the speaker is still speaking
Listening Skills (Continued)
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Reading with Purpose
• Reading is one of the main ways to learn new information
• Marketers read research documents, business e mails, various reports, and many promotional pieces
• Active reading takes place when the reader is thinking about what he or she is reading
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Reading with Purpose (Continued)
• Have a clear purpose for what is being read– Skimming is quickly glancing over the entire document
to identify the main ideas – Scanning is moving the eyes quickly down the page to
find specific words and phrases– Reading for detail involves reading all of the words and
phrases and considering the meanings
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• Where does decoding occur?
Answer: Decoding occurs in the mind of the receiver.
• What are the four common types of interference that can occur at work?
Answer: These include interruptions, assumptions, prejudice, and planning a response.
Review