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CHAPTER 1 BUSINESS COMMUNICATION FOUNDATIONS
REVIEW QUESTIONS
1. List the four goals of business communication and explain how to achieve each.
SOLUTION:
The four goals of business communication are (1) receiver understanding,
(2) receiver response, (3) favorable relationship, and (4) organizational goodwill.
Goal 1 can be achieved by analyzing the receiver and by using the you–viewpoint.
Goal 2 can be achieved by asking for the response and by assisting the receiver in
giving it. Goal 3 can be achieved by using positive wording, by stressing the
receiver’s interests and benefits, and by doing more than is expected. Goal 4 can be
achieved by message content and actions that reflect favorably on the quality and
dependability of the company’s products.
2. How do formal and informal communication differ with respect to (a) planning,
(b) directional flow, and (c) purpose?
SOLUTION:
Formal communication is planned, flows vertically or horizontally along the chain of
command, and is business related. Informal communication may be planned or
unplanned; may flow vertically, horizontally, or through a network; and may be for
work-related or personal purposes.
3. What is serial communication? What can senders and receivers do to minimize
potential problems in serial communication?
SOLUTION:
Serial communication is a type of communication in which message flow involves
three or more people (A to B to C, etc.). Senders can minimize problems by keeping
messages simple and requesting feedback. Receivers can minimize problems by
taking notes and repeating the message.
4. Describe how to analyze a receiver.
SOLUTION:
Message senders should analyze receivers in four areas: (1) Knowledge—education,
experience, and vocabulary level; (2) Interests—concerns, needs, and motivations; (3)
Attitudes—values opinions, biases, and viewpoints; (4) Emotional Reaction—happy,
neutral, or angry.
5. Explain how word choice can be a barrier to effective communication.
SOLUTION:
Word choice can be a barrier to communication in the following ways:
• Words that are technical or difficult may be misunderstood; words that are too
easy may insult the receiver or cause him/her to lose interest in the message.
• Words may have connotative or denotative meaning(s) that cause
misunderstandings.
• Idioms may pose problems, especially for receivers whose first language is
not English.
• Inferences and implications may be inappropriate or incorrect.