Communication Process 22 Communication Process

Section 22.1 Communication Basics

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 Goodheart-Willcox Publisher

Types of Communication Section 22.2 Types of Communication

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 memo 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

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

Written Communication (Continued) Goodheart-Willcox Publisher

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 Listening and Reading with a Purpose

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

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

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

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.