5.4 Strategic marketing:
ACTIVE LISTENING (BA, p 64)
Pls, discuss in groups of 3-4:
1 Why does communication sometimes
break down? Brainstorm a list of reasons.
2 What percentage of what we communicate
do you think is transmitted by
a) words
b) tone of voice
c) body language?
3 Think of some examples of good
communicators. What do they have in
common?
Ideas to consider:
1 lang. difficulties, accent, dialect, vocabulary,
inaudible speech, unreceptive listener, distracted
listener, listener interrupts too much, prejudice,
wrong expectations etc.
2 a) words 7% b) tone 38% & c) body language 55%
(The Skilled Helper, 1975)
3 - a, b and c = coherent and consistent
- good eye contact, clear, loud enough voice
- questions and interruptions respected and
listened to actively
Reading, BA p 64
2 Vocabulary
1 a barrage of options
2 to elicit views
3 one’s convictions
4 a trap
A a stratagem for catching or tricking an unwary
person
B to call forth, draw out, or provoke (e.g. a reaction, a
response)
C a fixed or firm belief
D an overwhelming, concentrated outpouring, as of
words (e.g. a barrage of criticism)
Reading, BA p 64
2 Vocabulary
1D a barrage of options
2 B to elicit views
3 C one’s convictions
4 A a trap
A a stratagem for catching or tricking an unwary person
B to call forth, draw out, or provoke (e.g. a reaction, a
response)
C a fixed or firm belief
D an overwhelming, concentrated outpouring, as of words
(e.g. a barrage of criticism)
READING – read & fill in with the words from the box
Reading, BA p 64
2 Vocabulary
1D a barrage of options
2B to elicit views
3C one’s convictions
4A a trap
A a stratagem for catching or tricking an unwary person
B to call forth, draw out, or provoke (e.g. a reaction, a
response)
C a fixed or firm belief
D an overwhelming, concentrated outpouring, as of words
(e.g. a barrage of criticism)
3 Match sample questions with the question types in 2
4 Simulation – get in groups of 3
You: market researchers
Business: online store selling books, music
and software
Task: interview customers to find out what
new goods and services they might be
willing to pay for
PREPARE a set of questions to ask
Split up and interview a person from another
group!
5 Brainstorming (work with a partner)
Brainstorm examples of signals that you are not
listening (body language)
Repeat interviews (interviewer : customer).
Interviewer – ask the questions
Customer – do your best to share your ideas
Interviewer – pretend you are not listening