5.4 Strategic marketing:ACTIVE LISTENING (BA, p 64)

Pls, discuss in groups of 3-4:

1 Why does communication sometimes break down? Brainstorm a list of reasons.

2 What percentage of what we communicate do you think is transmitted bya) wordsb) tone of voicec) body language?

3 Think of some examples of good communicators. What do they have in common?

Ideas to consider:

1 lang. difficulties, accent, dialect, vocabulary, inaudible speech, unreceptive listener, distracted listener, listener interrupts too much, prejudice, wrong expectations etc.

2 a) words 7% b) tone 38% & c) body language 55% (The Skilled Helper, 1975)

3 - a, b and c = coherent and consistent- good eye contact, clear, loud enough voice- questions and interruptions respected and listened to actively

Reading, BA p 642 Vocabulary

1 a barrage of options

2 to elicit views

3 one’s convictions

4 a trap

A a stratagem for catching or tricking an unwary person

B to call forth, draw out, or provoke (e.g. a reaction, a response)

C a fixed or firm belief

D an overwhelming, concentrated outpouring, as of words (e.g. a barrage of criticism)

Reading, BA p 642 Vocabulary

1D a barrage of options

2 B to elicit views

3 C one’s convictions

4 A a trap

A a stratagem for catching or tricking an unwary person

B to call forth, draw out, or provoke (e.g. a reaction, a response)

C a fixed or firm belief

D an overwhelming, concentrated outpouring, as of words (e.g. a barrage of criticism)

READING – read & fill in with the words from the box

Reading, BA p 642 Vocabulary

1D a barrage of options

2B to elicit views

3C one’s convictions

4A a trap

A a stratagem for catching or tricking an unwary person

B to call forth, draw out, or provoke (e.g. a reaction, a response)

C a fixed or firm belief

D an overwhelming, concentrated outpouring, as of words (e.g. a barrage of criticism)

3 Match sample questions with the question types in 2

4 Simulation – get in groups of 3

You: market researchers

Business: online store selling books, music and software

Task: interview customers to find out what new goods and services they might be willing to pay for

PREPARE a set of questions to ask

Split up and interview a person from another group!

5 Brainstorming (work with a partner)

Brainstorm examples of signals that you are not listening (body language)

Repeat interviews (interviewer : customer).

Interviewer – ask the questions

Customer – do your best to share your ideas

Interviewer – pretend you are not listening