2. Communication Process22
Communication Process

3. Section 22.1
Communication Basics

4. Objectives After completing this section, you will be able to
describe the six elements of the communication process.
explain barriers to effective communication.

5. Key Terms
communication process sender encoding transmission channel receiver decoding
feedback barrier diversity multicultural society multigenerational sending barrier receiving barrier

6. 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

7. 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, , text, or any other vehicle

8. 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

9. 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

10. 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

11. 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

12. Effective Communication
Goodheart-Willcox Publisher

13. Types of Communication
Section 22.2
Types of Communication

14. 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.

15. Key Terms
written communication writing process four Cs of writing memo report
verbal communication telephone etiquette nonverbal communication body language

16. 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

17. 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

18. 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

19. Written Communication (Continued)
Goodheart-Willcox Publisher

20. 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

21. 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

22. 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

23. Listening and Reading with a Purpose
Section 22.3
Listening and Reading with a Purpose

24. 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.

25. Key Terms
active listening passive listening empathy prejudice active reading skimming scanning reading for detail

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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.