Download Defining Communication

Marketing Essentials
n Chapter 8 Communication Skills
Section 8.1 Defining
Communication
Chapter 8 n Communication Skills
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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
Chapter 8 n Communication Skills
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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.
Chapter 8 n Communication Skills
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SECTION 8.1
Defining Communication
Key Terms
 communication
 setting
 channels
 distractions
 feedback
 emotional blocks
 blocks
 jargon
Chapter 8 n Communication Skills
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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
Slide 1 of 4
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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.
Slide 2 of 4
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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, e-mail, and letters.
Slide 3 of 4
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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
Chapter 8 n Communication Skills
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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.
Chapter 8 n Communication Skills
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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.
Chapter 8 n Communication Skills
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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
Slide 1 of 6
 Listening for more than
verbal content
 Listening for a conclusion
 Taking notes
 Following directions
Chapter 8 n Communication Skills
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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.
Slide 2 of 6
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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.
Slide 3 of 6
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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.
Slide 4 of 6
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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.
Slide 5 of 6
Chapter 8 n Communication Skills
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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.
Slide 6 of 6
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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
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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.
Slide 2 of 3
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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
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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.
Chapter 8 n Communication Skills
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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
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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.
Slide 2 of 2
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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:
 www.marketing.glencoe.org
Chapter 8 n Communication Skills
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8.1
ASSESSMENT
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
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8.1
ASSESSMENT
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
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8.1
ASSESSMENT
Thinking Critically
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?
Chapter 8 n Communication Skills
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8.1
Graphic Organizer
The Communication Process
Sender
Message
Receiver
Feedback
Chapter 8 n Communication Skills
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Marketing Essentials
End of Section 8.1
Chapter 8 n Communication Skills
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