Marketing Essentials
n Chapter 8 Communication Skills
Section 8.2 Elements of
Speech and Writing
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
What You'll Learn
 The three most common purposes for
speaking
 The four basic patterns for organizing a
formal speech
 The four-step method for training
 Parliamentary procedure and its purposes
 Proper telephone skills
 The three basic considerations in writing
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Why It's Important
You will use spoken and written communication
on every job throughout your life. In large part,
the success you attain in your career will
depend on how well you speak and write.
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Key Terms
 parliamentary procedure
 quorum
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Speaking
Many jobs in marketing require above-average
speaking skills. Whatever your job, you will
need to express yourself clearly so your
employer, customers, and co-workers can
understand the messages you want to send.
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Knowing the Purpose
Before you decide what you will say, know
the purpose of the message you want to
send. In most cases, you will speak for one
or more of the following purposes:
 to inform
 to persuade
 to entertain
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Using Your Voice
You will need to use your voice effectively to be
a good communicator. With practice, you can
develop a pleasant voice that is neither too high
nor too low. Your voice will sound relaxed if you
speak in a medium, even tone.
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Speaking Formally
Many jobs in marketing will require you to inform
or persuade others with structured messages, or
oral presentations. Learn to use body language
and these four basic patterns to organize and
present a structured message:
 enumeration
 generalization with example
 cause and effect
 compare and contrast
Slide 1 of 3
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Speaking Formally
Enumeration is listing several items in order.
Use signal words, such as first, second, third,
or next, to help the listener.
Generalizations are statements that are
accepted as true by most people. These can
be used with examples to make a point.
Signal words are for instance and for example.
Slide 2 of 3
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SECTION 8.2
Elements of Speech and Writing
Speaking Formally
Cause and effect is a method in which you
lead the listener from the cause of something to
its effect. Signal words are therefore,
consequently, and as a result.
Compare and contrast is an efficient way to
explain new concepts by showing how they
are similar to or unlike those your listeners
already know. Signal words are similarly,
however, nevertheless, and on the other hand.
Slide 3 of 3
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Training
Training involves a specialized form of
speaking, and is usually combined with
showing one or more persons how to
perform a particular task.
Slide 1 of 2
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Training
The following is an effective four-step training plan:
1. Explain the task that is to be performed.
2. Demonstrate the task by actually doing it
yourself.
3. Let the other person perform the task.
4. Critique what was done correctly and
discuss the strong points so the trainee
will feel accomplished.
Slide 2 of 2
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SECTION 8.2
Elements of Speech and Writing
Parliamentary Procedure
Parliamentary procedure is a structure
for holding group meetings and making
decisions. It is meant to make meetings
democratic and decision making orderly.
In order for a business to be conducted at a
meeting, there must be a quorum. A quorum
is a proportion of the membership needed to
conduct official business.
Slide 1 of 3
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Parliamentary Procedure
A meeting follows a standard order of business,
also called an agenda.
1. Call to order
2. Minutes of the meeting
3. Treasurer's report
4. Committee report
5. Old business
6. New business
7. Adjournment
Slide 2 of 3
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Parliamentary Procedure
The Motion A motion is a proposal. A member
must be recognized (allowed to speak) by the
chair to make a motion, and a motion must be
seconded before it can be discussed or voted on.
Slide 3 of 3
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Telephone Skills
When speaking to people on the telephone,
follow these rules:
 Answer the telephone with a cheerful but
formal greeting.
 Use a pleasant tone, enunciate clearly.
 Listen well.
 Be courteous.
 Be prepared to take a message.
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Writing
Writing a message takes more time and
thought than simply having a conversation,
but there are times when it is more appropriate.
 Writing helps you organize your thoughts.
 Writing provides a permanent record.
 Writing is harder to ignore.
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Basic Considerations in Writing
In every type of writing, it is important to know
the precise reason for which you are writing a
message. The following are three basic
considerations when writing:
 know your reader.
 know your purpose.
 know your subject.
Slide 1 of 4
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Basic Considerations in Writing
Know Your Reader
Who are the people who will receive your
message?
Why will they read your message?
What do they know about the subject?
Slide 2 of 4
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Basic Considerations in Writing
Know Your Purpose
Most of your writing will be done for one or
more of these reasons:
 to inform
 to request
 to confirm
 to persuade
 to inquire
 to complain
Slide 3 of 4
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Basic Considerations in Writing
Know Your Subject You need to know your
subject well to write a clear message about it.
You may be well educated on particular
subjects for your job, but sometimes further
research will be necessary.
Slide 4 of 4
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Business Letters
Most business letters contain eight standard parts:
1. Return address
2. Date line
3. Inside address (name and address of addressee)
4. Salutation (usually "Dear ________,")
5. Body (message)
6. Closing
7. Signature block
8. Reference initials (initials of letter composer
and typist)
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
E-mail
From: Jessica H. Johnston <j.h.johnston@southlandoffice.net>
To: Dan Provost <danprovost@supersportsmagazine.org>
Date: Wednesday, October 25, 2000 4:26 PM
Subject: Your request
—————
Dear Mr. Provost,
Today we received your written request for four (4) reams of Pale Yellow 24-pound
writing bond. We are ordering it for you from our supplier, who promises to have
It in five (5) days. I will call you as soon as it comes in.
Thank you for thinking of Southland for your office supply needs. We look forward
to filling this order and doing business with you in the future.
Jessica H. Johnston
——
Jessica H. Johnston
Senior Manager
j.h.johnston@southlandoffice.net
Phone: (800) 867-5309
Fax: (888) 867-5309
E-mail is commonly
used for communication
within an office or
company. Although
e-mail has a reputation
for speed and
informality, it is
important to compose
your e-mail messages
carefully. Why do you
think this is so?
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Memos
Memos are used for
communication within an
office or company. Their
format is more informal
than a business letter.
Why do you think this
is so? When do you think
it would be better to send
a memo to someone in
your company, rather than
an e-mail or a letter?
MEMORANDUM
To:
From:
Subject:
Date:
All Office Employees
Jessica Johnston
Filling Special Stationery Requests
August 30, 20--
Over the last three weeks, we have received
three (3) customer requests for 24-pound
writing bond in unusual colors that we do not
regularly stock. Please fill any such orders
from South Bay Suppliers in Santa Monica
at 391-4300.
Let me know if you have any questions.
JHJ
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Reports
Business reports cover such topics as yearly
sales, survey results, or problems that need
attention.
 In-house reports are to be read only by
company employees.
 Other reports, such as reports to
stockholders, are written for a wider
audience.
Chapter 8 n Communication Skills
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SECTION 8.2
Elements of Speech and Writing
Company Publications
Many marketing companies produce internal
publications for their employees.
 Example: Employee handbooks that
outline policies and procedures, company
newsletters, and external publications,
such as promotional brochures.
Chapter 8 n Communication Skills
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8.2
ASSESSMENT
Reviewing Key Terms and Concepts
1. What are the three most common
purposes for speaking?
2. What are the four basic patterns used to
organize a spoken message?
3. What is parliamentary procedure? Why is
it used?
Slide 1 of 2
Chapter 8 n Communication Skills
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8.2
ASSESSMENT
Reviewing Key Terms and Concepts
4. What types of information should you
write down when taking a telephone
message?
5. What are the three basic things you
should consider when writing?
Slide 2 of 2
Chapter 8 n Communication Skills
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8.2
ASSESSMENT
Thinking Critically
Your coworker has asked you to review a letter
he has written to a customer. What elements
will you look for in his business letter?
Chapter 8 n Communication Skills
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Marketing Essentials
End of Section 8.2
Chapter 8 n Communication Skills
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