Transcript CHAPTER Communication Process Section 22.1 COMMUNICATION BASICS © Goodheart-Willcox Co., Inc. Permission granted to reproduce for educational use only.

CHAPTER
22
Communication
Process
Section 22.1
COMMUNICATION BASICS
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Permission granted to reproduce for educational use only.
Objectives
After completing this section, you will be able to
• describe the six elements of the communication
process.
• explain barriers to effective communication.
© Goodheart-Willcox Co., Inc.
Permission granted to reproduce for educational use only.
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
Goodheart-Willcox Publisher
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Section 22.2
TYPES OF COMMUNICATION
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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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Section 22.3
LISTENING AND READING
WITH A PURPOSE
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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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Permission granted to reproduce for educational use only.
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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Listening Skills (Continued)
• 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
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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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Review
• 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.
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Permission granted to reproduce for educational use only.