1. Section 8.1 Defining Communication
Marketing Essentials
n Chapter 8 Communication Skills
Section 8.1 Defining Communication

2. Defining Communication
SECTION 8.1
Defining Communication
What You'll Learn
The six primary elements of communication
How to arrange the setting for a business meeting
How to use listening skills to improve your understanding of messages
Three blocks to listening with understanding
Three skills that will help you read with understanding

3. Defining Communication
SECTION 8.1
Defining Communication
Why It's Important
Studies have shown that 70 percent of our waking hours are spent communicating. Most jobs in business, especially in marketing, require good communication skills. You need to understand the communication process to become a more effective communicator.

4. Defining Communication
SECTION 8.1
Defining Communication
Key Terms
communication
channels
feedback
blocks
setting
distractions
emotional blocks
jargon

5. Defining Communication
SECTION 8.1
Defining Communication
The Communication Process
Communication is the process of exchanging information, ideas, and feelings. There are six elements of communication:
Senders and receivers
Messages
Channels
Feedback
Blocks
Setting
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6. Defining Communication
SECTION 8.1
Defining Communication
The Communication Process
Senders and Receivers Every message must be sent, received, and understood for communication to happen. Both verbal and nonverbal means are used to send and receive messages.
Verbal communication includes speaking and writing.
Nonverbal communication includes facial expressions and body language.
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7. Defining Communication
SECTION 8.1
Defining Communication
The Communication Process
Messages are the substance of any communication. The message is the information, ideas, or feelings the sender wants to share.
Channels are the avenues by which the message is delivered such as sight and sound, written word, , and letters.
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8. Defining Communication
SECTION 8.1
Defining Communication
The Communication Process
Feedback is the receiver's response to the message.
Blocks are things that interfere with understanding the message.
Setting is where the communication takes place.
Slide 4 of 4

9. Defining Communication
SECTION 8.1
Defining Communication
Listening
About 70 percent of your waking hours are spent communicating.
Approximately 45 percent of that time is spent listening.

10. Defining Communication
SECTION 8.1
Defining Communication
Hearing vs. Listening
Hearing is mostly a physical process that takes place in the ears.
Listening is a mental process that requires using the brain.

11. Defining Communication
SECTION 8.1
Defining Communication
Listening Skills
In order to listen well, you should learn these listening skills:
Identifying the purpose
Looking for a plan
Giving feedback
Searching for an interest
Evaluating the message
Listening for more than verbal content
Listening for a conclusion
Taking notes
Following directions
Slide 1 of 6

12. Defining Communication
SECTION 8.1
Defining Communication
Listening Skills
Identifying the Purpose The sooner you identify the purpose of the message, the easier it will be to understand the whole message.
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13. Defining Communication
SECTION 8.1
Defining Communication
Listening Skills
Looking for a Plan In a structured speech, try to identify the way the presentation is put together, for example, generalizations supported with evidence or contrasts and comparisons.
Giving Feedback Give feedback to show your understanding of the message.
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14. Defining Communication
SECTION 8.1
Defining Communication
Listening Skills
Searching for an Interest Listen carefully to find something that applies to you or interests you. On the job, show an interest in things that will improve your performance.
Evaluating the Message As you listen, evaluate the validity of the message. Try to distinguish between fact and opinion and evaluate whether the information presented is relevant to the purpose of the message.
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15. Defining Communication
SECTION 8.1
Defining Communication
Listening Skills
Listening for More than Verbal Content The rate of speech, pitch, volume, and voice quality can add and change meaning to communication.
Listening for a Conclusion Listen for the speaker's conclusion. Don't jump to your own conclusion before the speaker has presented the facts.
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16. Defining Communication
SECTION 8.1
Defining Communication
Listening Skills
Taking Notes Take notes on the main points in a business meeting.
Following Directions Be sure you understand each step if someone is giving you directions. Give frequent feedback so the person knows you understand.
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17. Defining Communication
SECTION 8.1
Defining Communication
Blocks to Listening with Understanding
Avoid the following blocks, and you will be able to concentrate on the message:
distractions
emotional blocks
planning a response
Slide 1 of 3

18. Defining Communication
SECTION 8.1
Defining Communication
Blocks to Listening with Understanding
Distractions are blocks to effective listening: noises and other environmental factors, interruptions by other people, and competing thoughts in your mind.
Emotional Blocks are biases against the opinions expressed by the sender that prevent you from understanding.
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19. Defining Communication
SECTION 8.1
Defining Communication
Blocks to Listening with Understanding
Planning a Response blocks understanding because you can't concentrate on the message and your response at the same time.
Listen to the entire message before you plan your response.
Slide 3 of 3

20. Defining Communication
SECTION 8.1
Defining Communication
Reading
Reading, like listening, is a process of trying to understand a message. Reading with understanding is a necessity in every career. Even when applying for a job you have to read help-wanted ads or Web site job listings.

21. Defining Communication
SECTION 8.1
Defining Communication
Reading for Meaning
One of the many things required to succeed on the job is reading and understanding written messages. These three skills can help you:
focusing your mind
forming pictures
improving your vocabulary
Slide 1 of 2

22. Defining Communication
SECTION 8.1
Defining Communication
Reading for Meaning
Focusing Your Mind Your mind will focus only through constant concentration.
Forming Pictures Try to form pictures of the people, places, things, and situations described.
Improving Your Vocabulary Try to figure out the meaning by the way the word is used, then look it up in a dictionary.
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23. Defining Communication
SECTION 8.1
Defining Communication
Jargon
Jargon is technical or specialized vocabulary used by members of a particular profession or industry. Many of these words aren't even listed in most dictionaries.
Most marketing jobs have their own jargon.
For glossaries of jargon specific to different marketing occupational areas, go to the Marketing Essentials Web site:

24. Reviewing Key Terms and Concepts
ASSESSMENT
8.1
Reviewing Key Terms and Concepts
1. What are the six primary elements of communication?
2. How would you arrange the setting for a business meeting?
3. What listening skills can help you to better understand messages you receive?
Slide 1 of 2

25. Reviewing Key Terms and Concepts
ASSESSMENT
8.1
Reviewing Key Terms and Concepts
4. What are three blocks to listening with understanding?
5. What are three skills to help you read better?
Slide 2 of 2

26. ASSESSMENT Thinking Critically 8.1
Describe an appropriate setting for an in-home cosmetics presentation and for a stockbroker's meeting. How and why should the two settings be different?

27. Graphic Organizer 8.1 The Communication Process Message Feedback
Sender
Receiver
Message
Feedback

28. Marketing Essentials
End of Section 8.1