Sales and Marketing
Unit 4
Chapter 8
March 4, 2022
Mr. Schurig
How Do You Communicate?
• In pairs complete a presentation describing the different
ways you communicate every day
» In person?
» Texting?
» Phone?
» Emails?
» Social networking?
• Include in your presentation when you would use each
method and why
• Use pictures to show the different ways you communicate
• Make sure both of your names are on the title slide
• You have 15 minutes!
• Rename and Add to the assignment as:
Communication-lastnames
Defining
Communication
Chapter
8
Communication Skills
•Section 8.1 Defining
Communication
• Section 8.2 Elements of Speech and Writing
Defining Communication
Student Learning Objectives:
Student Will Be Able To:
•Define effective verbal and nonverbal
communication
•Explain the role of listening
•Explain why awareness of cultural
differences is important in communication
•Define reading for meaning
Marketing Essentials Chapter 8, Section 8.1
Chapter 8 Terms
• communication • emotional
barriers
• channels/
media
• jargon
• feedback
• persuade
• Barriers
• enumeration
• setting
• generalization
• distractions
The Communication Process
Communication is the process of
exchanging messages between a
sender and a receiver.
These messages can be about:
•Information
•Ideas
•Feelings
Marketing Essentials Chapter 8, Section 8.1
The Communication Process
The skills used to send and receive these
messages are called communication skills.
They include:
•Listening
•Reading
•Writing
•Speaking
Marketing Essentials Chapter 8, Section 8.1
The Communication Process
Effective communication is vital in every
aspect of business, including:
•Developing job skills
•Training employees
•Working as a team
•Marketing products
Marketing Essentials Chapter 8, Section 8.1
Channels, or media, are the avenues
through which messages are delivered,
such as:
•Conversations
•Phone calls
•Memos
•Letters
•Electronic
Marketing Essentials Chapter 8, Section 8.1
Feedback
A receiver’s response to a
message is known as
feedback.
It allows participants to clarify
the message and make sure
that all parties gave the
message the same meaning.
Marketing Essentials Chapter 8, Section 8.1
Barriers to communication
are obstacles that interfere
with the understanding of a
message.
They can be:
•Verbal - language
differences
•Cross-cultural - different
dialects and traditions
Marketing Essentials Chapter 8, Section 8.1
The setting is the circumstances under
which communication takes place.
Factors that affect the setting include:
•Place
•Time
•Sights
•Sounds
These factors can help or hinder the
ability to exchange messages.
Marketing Essentials Chapter 8, Section 8.1
Listening is critical to many areas of
marketing and business, such as:
•Handling customer complaints
•Understanding feedback
•Recognizing customers’ needs
•Following directions
Marketing Essentials Chapter 8, Section 8.1
Techniques for Effective Listening
The following techniques will improve your
listening skills:
1. Identify the purpose - Know the purpose
of the communication.
2. Look for a plan - See if the speaker has a
structure or end goal in his/her message.
3. Give feedback - Anything from asking
questions, to nodding and smiling.
4. Search for a common interest - Doing this
will help you stay interested in the
communication.
Marketing Essentials Chapter 8, Section 8.1
Techniques for Effective Listening
5. Evaluate the message - View the message from
the speaker’s point of view to further
understand and judge it.
6. Listen for more than verbal content - What is
communicated by the speaker’s speed, pitch,
and volume?
7. Listen for a conclusion - The conclusion is the
final impression the speaker wants to make.
How does it affect you?
8. Take notes - Structured notes help you not only
understand the message, but remember it as
well.
Marketing Essentials Chapter 8, Section 8.1
Barriers to Listening for Understanding
A barrier to receiving a message can be environmental,
like a plane flying overhead, or it may involve attitudes
and characteristics of the listener.
Common barriers include:
• Distractions - Things that compete for the listener’s
attention.
• Emotional barriers - Biases against the sender’s
opinions that prevent a listener from understanding.
• Planning a response - A person cannot focus on
the message and plan a response at the same time.
Marketing Essentials Chapter 8, Section 8.1
Reading
Reading skills are essential to any job,
and are particularly needed when you
are applying for a job.
Marketing Essentials Chapter 8, Section 8.1
Know the Purpose of Your Reading
Good readers know why they are reading.
It determines how they read.
Marketing Essentials Chapter 8, Section 8.1
Reading for meaning requires that a
person:
•Read carefully
•Figure out the meaning of new words
•Search for answers
•Analyze and evaluate information
All these tasks must usually be done in a
very short amount of time.
Marketing Essentials Chapter 8, Section 8.1
Reading for Meaning
These strategies can help improve reading for
meaning:
1. Focus your mind
2. Summarize as you read
3. Make connections - especially between the
information you are reading and knowledge you
already have
4. Form mental pictures to help you remember
details
5. Build your vocabulary
Marketing Essentials Chapter 8, Section 8.1
Reading for Meaning
In job-related reading, you
may come across jargon,
specialized vocabulary used
by members of a particular
group.
These words may not be in
standard dictionaries.
Marketing Essentials Chapter 8, Section 8.1
Jargon
• Example: “Market” is a term used by
marketing professionals to define a group
of people that share a need or want for a
particular product or service.
Class Work - March 4, 2022
Chapter 8
• Textbook
–Page 183: 1 – 3
–Page 193: 12 – 15
• Rename and add to the assignment as:
marketing CW-8-1-lastname
• Next Class: Section 8.2
Elements of Speech and Writing
Sales and Marketing
Unit 4
Chapter 8
March 4, 2022
Mr. Schurig
Chapter 8-2 Transition
• With a partner, discuss examples of
common barriers to communication.
• List 5 examples on a new Google Slides
Presentation
• Please give a visual representation of
each barrier
– Rename as:
Ch-8-2-transition-lastnames
• Be prepared to discuss with class
Communication
Challenges
Professional Greeting Activity
1. Walk up to someone, and shake hands
firmly, and introduce your self to them:
– Hi, my name is Fred Flintstone, nice to meet you.
– (the other person will respond the same)
2. Share something about the Barriers to
Communication
– (the other person will respond the same)
3. Go to the next person, and greet them and
do the same thing
4. Each person will do this three times
5. When done, stop and stand with your last
person and wait quietly for the last step
Pair – Share (Timed)
• With your last partner, you will be sharing your
thoughts on professional greeting and hand
shake.
– I think the act of professionally greeting someone
with a proper hand shake is important because,
___________________________________
___________________________________
• The listener will respond with:
– What I hear you saying about the professional
greeting and hand shake is important because,
_________________________________________.
Defining
Communication
Chapter
8
Communication Skills
• Section 8.1 Defining Communication
•Section 8.2 Elements of
Speech and Writing
Elements of Speech and Writing
Key Terms
persuade
enumeration
generalization
Objectives
•Explain how to organize and
present your ideas
•Demonstrate professional
telephone communication skills
•Explain how to write effective
business letters and persuasive
messages
Marketing Essentials Chapter 8, Section 8.2
Speaking
Whether over the phone, on the sales
floor, or in a meeting, speaking is an
important part of most jobs in business
and marketing.
It is important to know how to speak
effectively.
Marketing Essentials Chapter 8, Section 8.2
Show respect
When handling a customer complaint
or addressing a co-worker at a
meeting, you should maintain a
cordial tone.
Marketing Essentials Chapter 8, Section 8.2
Know the Purpose
In most business situations, speaking is
done to:
•Inform - pass on information
•Persuade - convince someone to change
a perception in order to get him or her to
do what you want
•Entertain - create a comfortable
atmosphere and build relations
Marketing Essentials Chapter 8, Section 8.2
Using Your Voice and Nonverbal Cues
Good communicators use their voices
effectively, modulating tone and pace to
improve delivery.
Nonverbal cues can enhance a presentation.
They include:
•Body language
•Eye contact
Marketing Essentials Chapter 8, Section 8.2
Speaking Formally
A good speech has a formal structure, which
can be constructed using any of the
following four basic patterns:
•enumeration
•generalization with examples
•cause and effect
•compare and contrast
Marketing Essentials Chapter 8, Section 8.2
Speaking Formally
•Enumeration is listing items in order.
•This strategy is often used when giving directions or
explaining steps in a process.
•Use signal words like first, second, or next to help
guide the listener.
•A generalization is a statement that is
accepted as true by most people.
•Generalizations create confidence in the listener.
•Using evidence to support your generalizations also
helps your listeners remember the main points.
Marketing Essentials Chapter 8, Section 8.2
Speaking Formally
•When you present an issue in terms of cause and
effect, you attempt to demonstrate that one event or
situation is the cause of another.
•Use signal words or phrases, such as therefore, consequently,
and as a result to help the listener understand.
•In the compare and contrast pattern, new
concepts are explained by showing how they are
similar to or unlike those listeners already know.
•Signal words or phrases like similarly, nevertheless, and on
the other hand emphasize the differences and similarities.
Marketing Essentials Chapter 8, Section 8.2
Speaking on the Telephone
On the telephone, messages are communicated solely by
voice, so a pleasant voice is very important.
Cheerful but formal greetings are best, and the best way
to answer the phone informs the caller that he/she has
reached the right number.
Be sure to:
• Enunciate
• Convey all necessary information
• Speak loudly
• Never interrupt the other speaker
Marketing Essentials Chapter 8, Section 8.2
Writing
Writing is necessary in business for
matters including:
•Presenting large amounts of
material
•Permanently recording
communication
•Describing company policy
•Letters confirming terms of a deal
Marketing Essentials Chapter 8, Section 8.2
Basic Considerations in Writing
The three basic considerations in writing are:
1. Know your audience - Who will receive
your message?
2. Know your purpose - Why are you
writing? Some messages have more than
one purpose.
3. Know your subject - In-depth knowledge
is key to detailed and persuasive
communication.
Marketing Essentials Chapter 8, Section 8.2
Developing a Writing Style
In business writing, it is generally best
to use a direct yet respectful
conversational style, whether writing
to:
• Inquire
• Inform
• Persuade
Marketing Essentials Chapter 8, Section 8.2
Developing a Writing Style
Your writing should be crisp, clear, and
easy to read. Be sure to have:
• Correct grammar
• Understandable vocabulary
• Proper spelling
Jargon can be helpful only if you are
writing to members of your
professional field.
Marketing Essentials Chapter 8, Section 8.2
Developing a Writing Style
Pay attention to the words and phrases used by your
clients, vendors, and associates.
If they are different from yours, translate your ideas
and feelings into language that makes sense to them.
Construct your persuasive message into three parts:
• Opening paragraph
• Persuasive body
• Closing paragraph
Each body paragraph must begin with a topic
sentence followed by three to five point-developing
sentences.
Marketing Essentials Chapter 8, Section 8.2
Forms of Written Communication
Most business writing takes the form of:
• Letters
• E-mail
• Memos
• Reports
• Company Publications
Each format follows its own very specific
rules of style.
Marketing Essentials Chapter 8, Section 8.2
Forms of Written Communication
• Letters - These are more formal and are used for
official announcements, “thank yous”, and
transaction confirmations.
• E-mail – A business e-mail should have:
•
An informative subject title
•
A traditional (not personal) greeting
•
A concise, clearly stated body
•
A statement regarding the type of
response needed
•
A formal closing and signature
Marketing Essentials Chapter 8, Section 8.2
Forms of Written Communication
• Memos - Brief messages to someone in the
company that covers one subject.
• Business reports - Messages covering lengthy
topics. These reports can go to anyone in the
company, and incorporate almost all of the
speech techniques.
• Company publications - Companies can
produce internal publications, such as employee
handbooks, and external publications including
promotional brochures.
Marketing Essentials Chapter 8, Section 8.2
Meetings and Parliamentary Procedure
Parliamentary procedure is a structure for
holding group meetings and making
decisions.
A quorum is a proportion of the
membership needed to conduct official
business.
Marketing Essentials Chapter 8, Section 8.2
Meetings and Parliamentary Procedure
The standard procedure for a meeting is as follows:
1. Call to order: This statement alerts all
members that the meeting is beginning and that
they should be quiet.
2. Minutes of the meeting: The secretary reads
the minutes, which outline the decisions made
at the previous meeting.
3. Treasurer’s report: Money received and spent
since the last meeting is accounted for, and the
current account balance is read.
Marketing Essentials Chapter 8, Section 8.2
Meetings and Parliamentary Procedure
4. Committee reports: Committees update
everyone on their progress and plans.
5. Old business: Unfinished issues are discussed
at this point
6. New business: New ideas that members would
like to have considered are brought up
7. Adjournment: The chairperson entertains a
motion to end the meeting. If it is approved,
the meeting is over.
Marketing Essentials Chapter 8, Section 8.2
Meetings and Parliamentary Procedure
•During a meeting, the chairperson must
permit a member to speak.
•To make a proposal, a member must make
a motion.
•It must be seconded by another member
before it can be discussed.
Marketing Essentials Chapter 8, Section 8.2
Class Work
March 4, 2022
• Text Book:
– Page 191, #1 – 3
– Page 193, 16 – 19
• Rename and add to the assignment
as:
marketing CW-8-2-lastname
• Complete the homework assignment –
Due End of Next Week
Please put your textbooks away neatly when done
Home Work
• Watch 30 minutes of a show (News Program, Sitcom,
Drama, Movie, etc.)
– For the first 15 minutes, you will watch the show with the
volume on, and record as many communication styles as you
can observe
– For the last 15 minutes, you will watch the show with the
volume off, to observe the nonverbal communication styles,
record as many as you observe
• Write a summary of your observations below, and report
this to the class.
Class Work
March 4, 2022
• Text Book:
– Page 191, #1 – 3
– Page 193, 16 – 19
• Rename and add to the assignment
as: marketing CW-8-2-lastname
• Complete the homework assignment –
Due End of Next Week
Please put your textbooks away neatly when done