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Chapter 8.1 Notes
Marketing Essentials (CO-OP)
Chapter 8 Communication Skills
Chapter 8.1 Defining Communication
1. 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
2. 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.
3. Key Terms
 communication
 channels
 feedback
 blocks
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setting
distractions
emotional blocks
jargon
4. 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
5. 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.
6. The Communication Process
Messages are the substance of any communication. The message is the
information, ideas, or feelings the sender wants to share.
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Chapter 8.1 Notes
Channels are the avenues by which the message is delivered such as sight and
sound, written word, e-mail, and letters.
7. 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.
8. Listening
About 70 percent of your waking hours are spent communicating.
Approximately 45 percent of that time is spent listening.
9. 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.
10. Listening Skills
In order to listen well, you should learn these listening skills:
 Identifying the purpose
 Listening for more than
 Looking for a plan
verbal content
 Giving feedback
 Listening for a conclusion
 Searching for an interest
 Taking notes
 Evaluating the message
 Following directions
11. Listening Skills
Identifying the Purpose The sooner you identify the purpose of the message, the
easier it will be to understand the whole message.
12. 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.
13. 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.
14. Listening Skills
Listening for More than Verbal Content
The rate of speech, pitch, volume, and voice quality can add and change meaning
to communication.
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Chapter 8.1 Notes
Listening for a Conclusion Listen for the speaker's conclusion. Don't jump to
your own conclusion before the speaker has presented the facts.
15. 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.
16. 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
17. 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.
18. 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.
19. 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.
20. 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
21. 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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Chapter 8.1 Notes
22. 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:
 www.marketing.glencoe.org
23. Reviewing Key Terms and Concepts
1. What are the six primary elements of communication?
Senders and receivers, messages, channels feedback. Blocks, and settings.
2. How would you arrange the setting for a business meeting?
Choose a room. Arrange chairs; check for lighting; arrange for/check
equipment.
3. What listening skills can help you to better understand messages you receive?
Identify purpose and plan, give feedback; search for interest; evaluate
message; listen for more than verbal content; take notes; follow
directions.
4. What are three blocks to listening with understanding?
Distractions, emotional blocks, and planning a response.
5.
What are three skills to help you read better?
Focus mind, form pictures, improve vocabulary
24. Assignment - you will write your work on a separate sheet of paper and
rewrite your answers for the Assessment on this paper.
a. Life in the diverse marketplace pg 140
i. Look into my eyes – Thinking Critically
b. Real world marketing pg 142
i. Hello Kitty! – Thinking Critically
c. 5.1 Assessment pg 143
i. Reviewing Key Terms and Concepts # 1 – 5
ii. Thinking Critically #6
ALL IS DUE AT THE END OF CLASS!!!!!!!!!!!!!!!! (Test Grade)
Hand in your notes with your work!!
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Chapter 8.1 Notes
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