Set 8 Powerpoints

Chapter 8 Communication Skills 1

Marketing EssentialsMarketing Essentials

Chapter 8 Communication Skills

Section 8.1 Defining Communication


SECTION 8.1SECTION 8.1

What You'll LearnWhat You'll Learn

The six primary elements of communication

How to arrange the setting for a business meeting

How to use listening skills to improve your understanding of messages

Three blocks to listening with understanding

Three skills that will help you read with understanding

Defining CommunicationDefining Communication


SECTION 8.1SECTION 8.1 Defining CommunicationDefining Communication

Why It's ImportantWhy It's Important

Studies have shown that 70 percent of our waking hours are spent communicating. Most jobs in business, especially in marketing, require good communication skills. You need to understand the communication process to become a more effective communicator.



Key TermsKey Terms

communication

channels

feedback

blocks

setting

distractions

emotional blocks

jargon



Communication is the process of exchanging information, ideas, and feelings. There are six elements of communication:

Senders and receivers Messages Channels Feedback Blocks Setting

The Communication Process

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Senders and Receivers Every message must be sent, received, and understood for communication to happen. Both verbal and nonverbal means are used to send and receive messages.

Verbal communication includes speaking and writing.

Nonverbal communication includes facial expressions and body language.

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Messages are the substance of any communication. The message is the information, ideas, or feelings the sender wants to share.

Channels are the avenues by which the message is delivered such as sight and sound, written word, e-mail, and letters.

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Feedback is the receiver's response to the message.

Blocks are things that interfere with understanding the message.

Setting is where the communication takes place.


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About 70 percent of your waking hours are spent communicating.

Approximately 45 percent of that time is spent listening.

Listening



Hearing is mostly a physical process that takes place in the ears.

Listening is a mental process that requires using the brain.

Hearing vs. Listening



In order to listen well, you should learn these listening skills:

Listening Skills

Identifying the purpose Looking for a plan Giving feedback Searching for an interest Evaluating the message

Listening for more than verbal content

Listening for a conclusion Taking notes Following directions

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Identifying the Purpose The sooner you identify the purpose of the message, the easier it will be to understand the whole message.

Listening Skills

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Looking for a Plan In a structured speech, try to identify the way the presentation is put together, for example, generalizations supported with evidence or contrasts and comparisons.

Giving Feedback Give feedback to show your understanding of the message.

Listening Skills

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Searching for an Interest Listen carefully to find something that applies to you or interests you. On the job, show an interest in things that will improve your performance.

Evaluating the Message As you listen, evaluate the validity of the message. Try to distinguish between fact and opinion and evaluate whether the information presented is relevant to the purpose of the message.

Listening Skills

Slide 4 of 6



Listening for More than Verbal Content The rate of speech, pitch, volume, and voice quality can add and change meaning to communication.

Listening for a Conclusion Listen for the speaker's conclusion. Don't jump to your own conclusion before the speaker has presented the facts.

Listening Skills

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Taking Notes Take notes on the main points in a business meeting.

Following Directions Be sure you understand each step if someone is giving you directions. Give frequent feedback so the person knows you understand.

Listening Skills

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Avoid the following blocks, and you will be able to concentrate on the message:

distractions

emotional blocks

planning a response

Blocks to Listening with Understanding

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Distractions are blocks to effective listening: noises and other environmental factors, interruptions by other people, and competing thoughts in your mind.

Emotional Blocks are biases against the opinions expressed by the sender that prevent you from understanding.


Slide 2 of 3



Planning a Response blocks understanding because you can't concentrate on the message and your response at the same time.

Listen to the entire message before you plan your response.


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Reading, like listening, is a process of tryingto understand a message. Reading with understanding is a necessity in every career. Even when applying for a job you have to read help-wanted ads or Web site job listings.

Reading



One of the many things required to succeed on the job is reading and understanding written messages. These three skills can help you:

focusing your mind

forming pictures

improving your vocabulary

Reading for Meaning

Slide 1 of 2



Focusing Your Mind Your mind will focus only through constant concentration.

Forming Pictures Try to form pictures of the people, places, things, and situations described.

Improving Your Vocabulary Try to figure out the meaning by the way the word is used, then look it up in a dictionary.

Reading for Meaning

Slide 2 of 2



Jargon is technical or specialized vocabulary used by members of a particular profession or industry. Many of these words aren't even listed in most dictionaries.

Most marketing jobs have their own jargon.

For glossaries of jargon specific to different marketing occupational areas, go to the Marketing Essentials Web site:

www.marketing.glencoe.org

Jargon


8.1 ASSESSMENTASSESSMENT

Reviewing Key Terms and Concepts

1. What are the six primary elements of communication?

2. How would you arrange the setting for a business meeting?

3. What listening skills can help you to better understand messages you receive?

Slide 1 of 2




4. What are three blocks to listening with understanding?

5. What are three skills to help you read better?

Slide 2 of 2



Thinking Critically

Describe an appropriate setting for an in-home cosmetics presentation and for a stockbroker's meeting. How and why should the two settings be different?


8.1 Graphic OrganizerGraphic Organizer


MessageMessageSenderSender ReceiverReceiver

FeedbackFeedback


End of Section 8.1



Chapter 8 Communication Skills

Section 8.2 Elements of Speech and Writing



SECTION 8.2SECTION 8.2

What You'll LearnWhat You'll Learn

The three most common purposes for speaking

The four basic patterns for organizing a formal speech

The four-step method for training Parliamentary procedure and its purposes Proper telephone skills The three basic considerations in writing

Elements of Speech and WritingElements of Speech and Writing


SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing

Why It's ImportantWhy It's Important

You will use spoken and written communication on every job throughout your life. In large part, the success you attain in your career will depend on how well you speak and write.



Key TermsKey Terms

parliamentary procedure

quorum



Many jobs in marketing require above-average speaking skills. Whatever your job, you will need to express yourself clearly so your employer, customers, and co-workers can understand the messages you want to send.

Speaking



Knowing the Purpose

Before you decide what you will say, know the purpose of the message you want to send. In most cases, you will speak for one or more of the following purposes:

to inform

to persuade

to entertain



Using Your Voice

You will need to use your voice effectively to be a good communicator. With practice, you can develop a pleasant voice that is neither too high nor too low. Your voice will sound relaxed if you speak in a medium, even tone.



Many jobs in marketing will require you to inform or persuade others with structured messages, or oral presentations. Learn to use body language and these four basic patterns to organize and present a structured message:

enumeration generalization with example cause and effect compare and contrast

Speaking Formally

Slide 1 of 3



Enumeration is listing several items in order. Use signal words, such as first, second, third, or next, to help the listener.

Generalizations are statements that are accepted as true by most people. These can be used with examples to make a point. Signal words are for instance and for example.

Speaking Formally

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Cause and effect is a method in which you lead the listener from the cause of something to its effect. Signal words are therefore, consequently, and as a result.

Compare and contrast is an efficient way to explain new concepts by showing how they are similar to or unlike those your listeners already know. Signal words are similarly, however, nevertheless, and on the other hand.

Speaking Formally

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Training involves a specialized form of speaking, and is usually combined with showing one or more persons how to perform a particular task.

Training

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The following is an effective four-step training plan:

1. Explain the task that is to be performed.

2. Demonstrate the task by actually doing it yourself.

3. Let the other person perform the task.

4. Critique what was done correctly and discuss the strong points so the trainee will feel accomplished.

Training

Slide 2 of 2



Parliamentary procedure is a structure for holding group meetings and making decisions. It is meant to make meetings democratic and decision making orderly.

In order for a business to be conducted at a meeting, there must be a quorum. A quorum is a proportion of the membership needed to conduct official business.

Parliamentary Procedure

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A meeting follows a standard order of business, also called an agenda.

1. Call to order2. Minutes of the meeting3. Treasurer's report4. Committee report5. Old business6. New business7. Adjournment


Slide 2 of 3



The Motion A motion is a proposal. A member must be recognized (allowed to speak) by the chair to make a motion, and a motion must be seconded before it can be discussed or voted on.


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When speaking to people on the telephone, follow these rules:

Answer the telephone with a cheerful but formal greeting.

Use a pleasant tone, enunciate clearly.

Listen well.

Be courteous.

Be prepared to take a message.

Telephone Skills



Writing a message takes more time and thought than simply having a conversation, but there are times when it is more appropriate.

Writing helps you organize your thoughts.

Writing provides a permanent record.

Writing is harder to ignore.

Writing



In every type of writing, it is important to know the precise reason for which you are writing a message. The following are three basic considerations when writing:

know your reader.

know your purpose.

know your subject.

Basic Considerations in Writing

Slide 1 of 4



Know Your Reader

Who are the people who will receive your message?

Why will they read your message?

What do they know about the subject?


Slide 2 of 4



Know Your Purpose Most of your writing will be done for one or more of these reasons:


Slide 3 of 4

to inform to request to confirm to persuade to inquire to complain



Know Your Subject You need to know your subject well to write a clear message about it. You may be well educated on particular subjects for your job, but sometimes further research will be necessary.


Slide 4 of 4



Most business letters contain eight standard parts:1. Return address2. Date line3. Inside address (name and address of addressee)4. Salutation (usually "Dear ________,")5. Body (message)6. Closing7. Signature block8. Reference initials (initials of letter composer and typist)

Business Letters



E-mail is commonly used for communication within an office or company. Although e-mail has a reputation for speed and informality, it is important to compose your e-mail messages carefully. Why do you think this is so?

E-mail

From: Jessica H. Johnston <[email protected]>To: Dan Provost <[email protected]>Date: Wednesday, October 25, 2000 4:26 PMSubject: Your request— — — — —

Dear Mr. Provost,

Today we received your written request for four (4) reams of Pale Yellow 24-pound writing bond. We are ordering it for you from our supplier, who promises to have It in five (5) days. I will call you as soon as it comes in.

Thank you for thinking of Southland for your office supply needs. We look forward to filling this order and doing business with you in the future.

Jessica H. Johnston— —Jessica H. JohnstonSenior [email protected]: (800) 867-5309Fax: (888) 867-5309

From: Jessica H. Johnston <[email protected]>To: Dan Provost <[email protected]>Date: Wednesday, October 25, 2000 4:26 PMSubject: Your request— — — — —

Dear Mr. Provost,

Today we received your written request for four (4) reams of Pale Yellow 24-pound writing bond. We are ordering it for you from our supplier, who promises to have It in five (5) days. I will call you as soon as it comes in.

Thank you for thinking of Southland for your office supply needs. We look forward to filling this order and doing business with you in the future.

Jessica H. Johnston— —Jessica H. JohnstonSenior [email protected]: (800) 867-5309Fax: (888) 867-5309



Memos are used for communication within an office or company. Their format is more informal than a business letter. Why do you think this is so? When do you think it would be better to send a memo to someone in your company, rather than an e-mail or a letter?

Memos

MEMORANDUM

To: All Office EmployeesFrom: Jessica JohnstonSubject: Filling Special Stationery RequestsDate: August 30, 20--

Over the last three weeks, we have received three (3) customer requests for 24-pound writing bond in unusual colors that we do not regularly stock. Please fill any such orders from South Bay Suppliers in Santa Monica at 391-4300.

Let me know if you have any questions.

JHJ



Business reports cover such topics as yearly sales, survey results, or problems that need attention.

In-house reports are to be read only by company employees.

Other reports, such as reports to stockholders, are written for a wider audience.

Reports



Many marketing companies produce internal publications for their employees.

Company Publications

Example: Employee handbooks that outline policies and procedures, company newsletters, and external publications, such as promotional brochures.




1. What are the three most common purposes for speaking?

2. What are the four basic patterns used to organize a spoken message?

3. What is parliamentary procedure? Why is

it used?

Slide 1 of 2




4. What types of information should you write down when taking a telephone message?

5. What are the three basic things you should consider when writing?

Slide 2 of 2



Thinking Critically

Your coworker has asked you to review a letter he has written to a customer. What elements will you look for in his business letter?


End of Section 8.2


Technology

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