Transcript MARKETING ESSENTIALS - Greene Central School District

Chapter 8
communication
skills
Section 8.1
Defining
Communication
Section 8.2
Speech and Writing
Section 8.1
Defining Communication
CONNECT When have you had to be an
effective communicator?
Section 8.1
Defining Communication
• Define effective verbal and nonverbal communication.
• Explain the role of listening in communication.
• Explain why awareness of cultural differences is important.
• Define reading for meaning.
Section 8.1
Defining Communication
Effective communication is a key component of
marketing. It includes sending and receiving
messages that are understood by sender and
receiver. Improving listening and reading skills
will lead to success.
Section 8.1
Defining Communication
The Listening Process
Section 8.1
Defining Communication
The Listening Process
Section 8.1
Defining Communication
Listening
Barriers to Listening for Understanding
Distractions
Emotional
Barriers
Planning a
Response
distraction
emotional barrier
Something that competes
with the message for the
listener’s attention.
A bias against a sender’s
opinions that prevents a listener
from understanding.
Section 8.1
Defining Communication
The Communication Process
Listening
Reading
Communication
Skills
Speaking
communication
The process of
exchanging messages
between a sender and a
receiver.
Writing
Section 8.1
Defining Communication
The Communication Process
Examples of Channels, or Media
Face-to Face
Conversations
E-mails
Telephone Calls
Letters
Text and Instant
Messages
Reports
Written Memos
Online Chat and Social
Networking Messages
Channels / media
The avenues through
which messages are
delivered.
Section 8.1
Defining Communication
The Communication Process
Allows participants to clarify
the message
Feedback
feedback
A receiver’s response to
a message.
Ensures that all parties
understand the meaning of
the message
Section 8.1
Defining Communication
The Communication Process
Verbal
(vague, unclear language)
Barriers
barrier
Language or dialect not
familiar to the receiver
An obstacle that interferes with
the understanding of a message.
Distractions
Distortions: Based on perception, not
understanding fully, and/or unintentional or
intentional message given
Section 8.1
Defining Communication
The Communication Process
Place
Time
Setting
Sights
setting
The process of
exchanging messages
between a sender and a
receiver.
Sounds
Section 8.1
Defining Communication
Reading
Learn the jargon used in your field of work.
jargon
A specialized vocabulary used by
members of a particular group.
Section 8.1
Defining Communication
Reading
Strategies for Reading for Meaning
Chapter 7
Communication Through
Charts and Graphs
Reading Charts and Graphs
Usually a graph shows the relationship between
two kinds of data, or statistical information. Graphs
can describe things like:
• Market trends
• Profits
• Expenses
Marketing Essentials Chapter 7, Section 7.2
Bar Graphs
bar graph
A drawing made
up of parallel
bars whose
lengths are
proportional to
the qualities
being measured.
A bar graph X is a drawing made up of parallel bars
whose lengths are proportional to the qualities being
measured.
In the following graph, to discover what percentage of
18- to 24-year-olds own cell phones, simply draw in
imaginary line across the top of the bar that
represents that age group. Then note where that line
intersects the left side of the graph: 66%.
Marketing Essentials Chapter 7, Section 7.2
Bar Graphs
Marketing Essentials Chapter 7, Section 7.2
Line Graphs
line graph
A graph using a
line that joins
points
representing
changes in a
variable quantity,
usually over a
period of time.
A line graph X uses a line that joins points
representing changes in a variable quantity, usually
over a specific period of time. It is very useful for
charting:
• Sales
• Prices
• Profits
• Output
• Things that people expect to change over time
Marketing Essentials Chapter 7, Section 7.2
Line Graphs
This information is useful in
predicting future trends.
Marketing Essentials Chapter 7, Section 7.2
Circle Graphs
circle graph
A pie-shaped
geometric
representation of
the relative sizes
of the parts of a
whole; also
called a pie
chart.
A circle graph X is a geometric representation of the
relative sizes of the parts of a whole. Business often
choose such a graph to compare things like:
• The costs of different aspects of manufacturing
• Expenditures of a specific department
• The way income from sales is used by the
company
Marketing Essentials Chapter 7, Section 7.2
Circle Graphs
pie chart
A circle graph is
better known as a
pie chart X
because it looks
like a pie cut into
slices of different
sizes.
A pie-shaped
geometric
representation of
the relative sizes
of the parts of a
whole; also
called a circle
graph.
Marketing Essentials Chapter 7, Section 7.2
Frequency Tables
A frequency table lists numbers, fractions, or percentages
observed for different intervals. Frequency tables can reveal
information for things like consumer buying behavior.
Customers by Region
Region
Percentage of Customers
Midwest
31%
Northeast
34%
South
20%
West
15%
Marketing Essentials Chapter 7, Section 7.2
Section 8.2
Speech and Writing
• Explain how to organize and present your ideas.
• Demonstrate professional telephone communication skills.
• Explain how to write effective business letters and persuasive messages.
Section 8.2
Speech and Writing
Speaking and writing are ways to send
messages. Building professional speaking and
writing skills will ensure that your messages
are communicated successfully.
Section 8.2
Speech and Writing
Tips for Effective Communication
Section 8.2
Speech and Writing
Tips for Effective Communication
Section 8.2
Speech and Writing
Speaking
In most business situations, the most
important rule is to show courtesy and
respect for others.
Section 8.2
Speech and Writing
Speaking
Know the
Purpose
Inform
Persuade
Entertain
persuade
To convince someone to change
an opinion to get him or her to
do what you want.
Section 8.2
Speech and Writing
Speaking
Is the Purpose to Inform, Persuade, or Entertain?
Section 8.2
Speech and Writing
Writing
Basic Considerations in Writing
1
Know Your
Audience
2
Know Your
Purpose
3
Know Your
Subject
Section 8.2
Speech and Writing
Writing
Tips for Developing a Writing Style
Read company letters, official e-mails, memos, and reports.
Use a direct yet respectful conversational style.
Your writing should be crisp, clear, and easy to read.
Use grammar and spelling checkers in your word processing program.
Review your writing from time to time.
Use the name of the person who will receive your message.
Use jargon appropriately.
Section 8.2
Speech and Writing
Writing
Written
Communication
Section 8.2
Speech and Writing
Writing
Written
Communication
Personal Strengths and
Interpersonal Skills
CHAPTER 10
Building Personal Strengths for Good
Working Relationships
Having a positive self-image
Understanding acceptable behavior
Awareness of different cultures & religion
Know the socioeconomic backgrounds of
those you are working with
Self-Esteem and Self-Awareness
How you perceive your worth or value as
a person
– Allows you to believe in yourself
– Know how you would like to be treated
• Mirrors how you treat others!
• Respect, friendliness and patience
– How you dress
– Confidence and courteous
Positive Attitude
Your mental outlook
– Shapes the way you view people and
situations
– Welcome a difficult assignment as a
challenge
– Look for something positive even when they
experience setbacks
– Accept constructive criticism
Initiative and Responsibility
Initiative
– Taking action and doing what needs to be done
without being asked
– New ideas – acting upon it
– Shows enthusiasm
Responsibility
– Willing to be held accountable for your actions
– You accept responsibility for completing a job
– Employers and customers value responsible
employees – fulfilling their promise
Self Control
People who exercise self-control take careful,
measured steps and do not act on impulse or
emotion
Allows you to stop and analyze a situation
before reacting
Inspires confidence in customers and
coworkers
Those who cannot control themselves tend to
be perceived as overly emotional,
irresponsible, inattentive, and uninterested –
not likely to be taken seriously
Creativity
Ability to use the imagination to invent
Used in marketing to think of new
products and new ways to present
products
Allows you to find new ways of doing
your job
Helps you analyze problems from a new
and fresh perspective
Quick Exercise
Write down at least 6 tasks you must complete in
the next 2 weeks (preferably 1 week) – skip at least
4 lines between tasks
Write a due date for each task
State how much time you need to devote to each
task until it is completed
Rank each task according to its importance
– Does the importance differ from those that are due
sooner? – Identify/mark these
Determine which overlap and/or have the same
time-frame
Time Management
Budget your time to accomplish tasks on
a certain schedule
– To be effective, you MUST be able to use
your time wisely! – Example of responsibility
– Establish goals, setting deadlines, allocating
enough time for each task, tackling the most
difficult task first, being realistic
– Know what tasks you can do together
• Multitasking
Time Management
Guidelines to manage time:
1. Make a list of the tasks you need to
complete
2. Determine which task is most important
considering the time frame you have
3. Continue to rank the tasks
4. Create a schedule based on your list
Stress Management
Exercise
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Sit up with your back straight
Set your feet flat on the floor
Place your hands in your lap
Close your eyes
Clear your mind and listen to the music
THIS WILL ONLY WORK IF YOU
FOLLOW THESE INSTRUCTIONS!
Stress Management
Stress is a mental or
physical reaction to
outside pressure.
Researchers who have
studied stress agree that
three main elements help
prevent stress:
– Regular exercise
– A balanced diet
– Enough sleep
Assertiveness
Standing up for what you believe
– Be assertive without being pushy or
aggressive
– Show confidence and speak with authority
– MUST be done respectfully and
professionally
– Credible Support
• valid evidence
Flexibility
Allows you to adapt to changing
circumstances
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Learn from others
Accept criticism
Listen with an open mind
Willing to try new approaches
Grow as a person, employee, team member, etc.
Ethics in the 21st-Century
Workplace
Ethics are the basic values and moral
principles that guide the behavior of individuals
and groups
– Honesty and integrity
• Telling the truth, maintaining confidentiality, not
spreading gossip, respect for company property,
prevent theft
– Respect
• A MUST when speaking to others – gains trust
• Listen with an open mind to other points of view,
address differences with courtesy and tact
– Sometimes not as easy; however must still show respect!
Ethics in the 21st-Century
Workplace
– Sense of fair play
• Treat others the way you want to be treated
• Equity
– Equal rights and opportunities – prevent discrimination
• Avoid stereotypes!
– Learning about others helps you understand them better
Managing Conflict
Conflict can be productive or
counterproductive
– Productive – energize a person, group or
organization
– Counterproductive – loss of time, resources, and
decrease in efficiency
Managing conflict requires understanding,
skill, knowledge, and experience
Conflict and Negotiation
Organizational culture
– Create an atmosphere in which all employees
are accepted despite differences in beliefs,
values, backgrounds, or experiences.
• Cannot completely prevent conflict
– Negotiation
• The process of working with the parties to a conflict
to find a resolution
– Willingness and clear communication = success
• Involves 2 skills of the communication process
– Listening and speaking
Conflict and Negotiation
Speaking
– 1st: What is the problem? (clearly defined as
each views it as a problem)
• Includes: facts, feelings – “I believe…” “I am
confused about…” “I get upset by…”
– NOT: “You did not…” “You make me mad because…”
– Plan what you want to say
• Try not to let emotions speak for you – rationalize
– Choose the location
• Mutual, neutral, minimal distractions
Conflict and Negotiation
Listening
– All of your attention is focused on the speaker
• Encourage, maintain eye contact, do not interrupt
– After you have all the information, then form your response
– Empathize (empathy)
• An understanding of a person’s situation or fram of
mind
• Consider age, gender, cultures, abilities where
experiences can change their perception
– Do not assume!
Conflict and Negotiation
Techniques for negotiating conflict:
1. Show respect
2. Recognize and define the problem
3. Seek a variety of solutions
4. Collaborate
5. Be reliable
6. Preserve the relationship
Solved only when both sides reach a common
understanding and agreement
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Ask for verification (feedback) “Is this what you meant
by…” “Did I understand you correctly…”
Exercise
Get with a partner and choose one of the
following that would cause a conflict,
therefore needing to negotiate.
Be prepared to share!
1. You have $50. What will you do/where will you go?
How will you spend this money?
2. Your mutual friend allows you to take his/her car for
the day. Where will you go and who pays for gas?
3. You both buy the same outfit for prom (or another
mutual function). What now? Who keeps and who
gets another outfit?
Interpersonal Skills
The skills used by a person to properly
interact with others
– Must have for any position in an organization
First and foremost: familiarize yourself with
the company’s policy and procedures
before responding to a concern
– Why this first?
Addressing Customers’
Concerns
Requests and questions
– Learn the procedures
– What if you can’t answer their questions?
Directions
– Clear and concise
Management’s role
– Know your role and the role of others
• When does a manager get involved?
Business Policies
– Be prepared to explain policies (Know them!)
Addressing Customers’
Complaints
Know the policy for
dealing with
complaints!
A small percentage
of customers actually
share their
complaints with the
company
– You want to
encourage
expression of
complaints
Basic Guidelines:
1.
Listen!
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2.
To ensure you understand the complaint
Take the customer aside
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3.
Usually you do not want barriers and
others to hear
Repeat
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4.
Explain it back to be sure you
understand
Do not place blame on anyone!
Get help
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5.
If you need assistance, or when
appropriate, but communicate this to the
customer
Establish a plan
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Try to reach an agreement about the
next course of action – keep to
company policy and follow-up