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

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This unit is to prepare you for employment in sales.

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

Pls, discuss in groups of 3-4: 1Why does communication sometimes break down? Brainstorm a list of reasons. 2What percentage of what we communicate do you think is transmitted by a) words b) tone of voice c) body language? 3Think 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 64 2 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 64 2 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 64 2 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