chapter 22 communication process permission granted to reproduce for educational use only.©...

CHAPTER

22Communication

Process

Permission granted to reproduce for educational use only.© Goodheart-Willcox Co., Inc.

COMMUNICATION BASICSSection 22.1

Objectives

After completing this section, you will be able to • describe the six elements of the communication

process.• explain barriers to effective communication.

Key Terms

communication process

sender

encoding

transmission

channel

receiver

decoding

feedback

barrier

diversity

multicultural society

multigenerational

sending barrier

receiving barrier

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

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

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

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

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

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

Effective Communication

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TYPES OF COMMUNICATIONSection 22.2

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.

Key Terms

written communication

writing process

four Cs of writing

report

verbal communication

telephone etiquette

nonverbal communication

body language

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

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

• 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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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

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

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

LISTENING AND READING WITH A PURPOSE

Section 22.3

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.

Key Terms

active listening

passive listening

empathy

prejudice

active reading

skimming

scanning

reading for detail

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

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

• 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)

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

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

• 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

chapter 22 communication process permission granted to reproduce for educational use only.©...

communication process

communication cycle

educational use

barrier slide

message decoding

feedback slide

communication basics

vehicle slide

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