MARKETING ESSENTIALS

1
Chapter 8
communicationskills
Section 8.1 Defining Communication
Section 8.2 Speech and Writing
2
Defining Communication
Section 8.1
CONNECT When have you had to be an effective
communicator?
3
Defining Communication
Section 8.1

• Define effective verbal and nonverbal
  communication.
• Explain the role of listening in communication.
• Explain why awareness of cultural differences is
  important.
• Define reading for meaning.

4
Defining Communication
Section 8.1
Effective communication is a key component of
marketing. It includes sending and receiving
messages that are understood by sender and
receiver. Improving listening and reading skills
will lead to success.
5
Defining Communication
Section 8.1
The Listening Process
6
Defining Communication
Section 8.1
The Listening Process
7
Defining Communication
Section 8.1
Listening
Barriers to Listening for Understanding
EmotionalBarriers
Planning aResponse
Distractions
distraction Something that competes with the
message for the listeners attention.
emotional barrier A bias against a senders
opinions that prevents a listener from
understanding.
8
Defining Communication
Section 8.1
The Communication Process
Listening
Reading
CommunicationSkills
Speaking
communication The process of exchanging messages
between a sender and a receiver.
Writing
9
Defining Communication
Section 8.1
The Communication Process
Examples of Channels, or Media
Channels / media The avenues through which
messages are delivered.
Face-to Face Conversations
E-mails
Telephone Calls
Letters
Text and Instant Messages
Reports
Online Chat and Social Networking Messages
Written Memos
10
Defining Communication
Section 8.1
The Communication Process
Allows participants to clarify the message
Feedback
Ensures that all parties understand the meaning
of the message
feedback A receivers response to a message.
11
Defining Communication
Section 8.1
The Communication Process
Verbal(vague, unclear language)
Barriers
Language or dialect not familiar to the receiver
barrier An obstacle that interferes with the
understanding of a message.
Distractions Distortions Based on perception,
not understanding fully, and/or unintentional or
intentional message given
12
Defining Communication
Section 8.1
The Communication Process
Place
Time
Setting
Sights
setting The process of exchanging messages
between a sender and a receiver.
Sounds
13
Defining Communication
Section 8.1
Reading
Learn the jargon used in your field of work.
jargon A specialized vocabulary used by members
of a particular group.
14
Defining Communication
Section 8.1
Reading
Strategies for Reading for Meaning
15
Communication Through Charts and Graphs

• Chapter 7

16
Reading Charts and Graphs

• Usually a graph shows the relationship between
  two kinds of data, or statistical information.
  Graphs can describe things like
• Market trends
• Profits
• Expenses

Marketing Essentials Chapter 7, Section 7.2
17
Bar Graphs
bar graph A drawing made up of parallel bars
whose lengths are proportional to the qualities
being measured.

• A bar graph X is a drawing made up of parallel
  bars whose lengths are proportional to the
  qualities being measured.
• In the following graph, to discover what
  percentage of 18- to 24-year-olds own cell
  phones, simply draw in imaginary line across the
  top of the bar that represents that age group.
  Then note where that line intersects the left
  side of the graph 66.

Marketing Essentials Chapter 7, Section 7.2
18
Bar Graphs
Marketing Essentials Chapter 7, Section 7.2
19
Line Graphs
line graph A graph using a line that joins
points representing changes in a variable
quantity, usually over a period of time.

• A line graph X uses a line that joins points
  representing changes in a variable quantity,
  usually over a specific period of time. It is
  very useful for charting
• Sales
• Prices
• Profits
• Output
• Things that people expect to change over time

Marketing Essentials Chapter 7, Section 7.2
20
Line Graphs

• This information is useful in predicting future
  trends.

Marketing Essentials Chapter 7, Section 7.2
21
Circle Graphs
circle graph A pie-shaped geometric
representation of the relative sizes of the parts
of a whole also called a pie chart.

• A circle graph X is a geometric representation of
  the relative sizes of the parts of a whole.
  Business often choose such a graph to compare
  things like
• The costs of different aspects of manufacturing
• Expenditures of a specific department
• The way income from sales is used by the company

Marketing Essentials Chapter 7, Section 7.2
22
Circle Graphs
pie chart A pie-shaped geometric representation
of the relative sizes of the parts of a whole
also called a circle graph.

• A circle graph is better known as a pie chart X
  because it looks like a pie cut into slices of
  different sizes.

Marketing Essentials Chapter 7, Section 7.2
23
Frequency Tables

• A frequency table lists numbers, fractions, or
  percentages observed for different intervals.
  Frequency tables can reveal information for
  things like consumer buying behavior.

Marketing Essentials Chapter 7, Section 7.2
24
Speech and Writing
Section 8.2

• Explain how to organize and present your ideas.
• Demonstrate professional telephone communication
  skills.
• Explain how to write effective business letters
  and persuasive messages.

25
Speech and Writing
Section 8.2
Speaking and writing are ways to send messages.
Building professional speaking and writing skills
will ensure that your messages are communicated
successfully.
26
Speech and Writing
Section 8.2
Tips for Effective Communication
27
Speech and Writing
Section 8.2
Tips for Effective Communication
28
Speech and Writing
Section 8.2
Speaking
In most business situations, the most important
rule is to show courtesy and respect for others.
29
Speech and Writing
Section 8.2
Speaking
Know the Purpose
Inform
persuade To convince someone to change an opinion
to get him or her to do what you want.
Persuade
Entertain
30
Speech and Writing
Section 8.2
Speaking
Is the Purpose to Inform, Persuade, or Entertain?
31
Speech and Writing
Section 8.2
Writing
Basic Considerations in Writing
1
2
3
Know YourAudience
Know YourPurpose
Know YourSubject
32
Speech and Writing
Section 8.2
Writing
Tips for Developing a Writing Style
Read company letters, official e-mails, memos, and reports.
Use a direct yet respectful conversational style.
Your writing should be crisp, clear, and easy to read.
Use grammar and spelling checkers in your word processing program.
Review your writing from time to time.
Use the name of the person who will receive your message.
Use jargon appropriately.
33
Speech and Writing
Section 8.2
Writing
Written Communication
34
Speech and Writing
Section 8.2
Writing
Written Communication
35
Chapter 10

• Personal Strengths and Interpersonal Skills

36
Building Personal Strengths for Good Working
Relationships

• Having a positive self-image
• Understanding acceptable behavior
• Awareness of different cultures religion
• Know the socioeconomic backgrounds of those you
  are working with

37
Self-Esteem and Self-Awareness

• How you perceive your worth or value as a person
• Allows you to believe in yourself
• Know how you would like to be treated
• Mirrors how you treat others!
• Respect, friendliness and patience
• How you dress
• Confidence and courteous

38
Positive Attitude

• Your mental outlook
• Shapes the way you view people and situations
• Welcome a difficult assignment as a challenge
• Look for something positive even when they
  experience setbacks
• Accept constructive criticism

39
Initiative and Responsibility

• Initiative
• Taking action and doing what needs to be done
  without being asked
• New ideas acting upon it
• Shows enthusiasm
• Responsibility
• Willing to be held accountable for your actions
• You accept responsibility for completing a job
• Employers and customers value responsible
  employees fulfilling their promise

40
Self Control

• People who exercise self-control take careful,
  measured steps and do not act on impulse or
  emotion
• Allows you to stop and analyze a situation before
  reacting
• Inspires confidence in customers and coworkers
• Those who cannot control themselves tend to be
  perceived as overly emotional, irresponsible,
  inattentive, and uninterested not likely to be
  taken seriously

41
Creativity

• Ability to use the imagination to invent
• Used in marketing to think of new products and
  new ways to present products
• Allows you to find new ways of doing your job
• Helps you analyze problems from a new and fresh
  perspective

42
Quick Exercise

• Write down at least 6 tasks you must complete in
  the next 2 weeks (preferably 1 week) skip at
  least 4 lines between tasks
• Write a due date for each task
• State how much time you need to devote to each
  task until it is completed
• Rank each task according to its importance
• Does the importance differ from those that are
  due sooner? Identify/mark these
• Determine which overlap and/or have the same
  time-frame

43
Time Management

• Budget your time to accomplish tasks on a certain
  schedule
• To be effective, you MUST be able to use your
  time wisely! Example of responsibility
• Establish goals, setting deadlines, allocating
  enough time for each task, tackling the most
  difficult task first, being realistic
• Know what tasks you can do together
• Multitasking

44
Time Management

• Guidelines to manage time
• Make a list of the tasks you need to complete
• Determine which task is most important
  considering the time frame you have
• Continue to rank the tasks
• Create a schedule based on your list

45
Stress Management

• Exercise
• Sit up with your back straight
• Set your feet flat on the floor
• Place your hands in your lap
• Close your eyes
• Clear your mind and listen to the music
• THIS WILL ONLY WORK IF YOU FOLLOW THESE
  INSTRUCTIONS!

46
Stress Management

• Stress is a mental or physical reaction to
  outside pressure. Researchers who have studied
  stress agree that three main elements help
  prevent stress
• Regular exercise
• A balanced diet
• Enough sleep

47
Assertiveness

• Standing up for what you believe
• Be assertive without being pushy or aggressive
• Show confidence and speak with authority
• MUST be done respectfully and professionally
• Credible Support
• valid evidence

48
Flexibility

• Allows you to adapt to changing circumstances
• Learn from others
• Accept criticism
• Listen with an open mind
• Willing to try new approaches
• Grow as a person, employee, team member, etc.

49
Ethics in the 21st-Century Workplace

• Ethics are the basic values and moral principles
  that guide the behavior of individuals and groups
• Honesty and integrity
• Telling the truth, maintaining confidentiality,
  not spreading gossip, respect for company
  property, prevent theft
• Respect
• A MUST when speaking to others gains trust
• Listen with an open mind to other points of view,
  address differences with courtesy and tact
• Sometimes not as easy however must still show
  respect!

50
Ethics in the 21st-Century Workplace

• Sense of fair play
• Treat others the way you want to be treated
• Equity
• Equal rights and opportunities prevent
  discrimination
• Avoid stereotypes!
• Learning about others helps you understand them
  better

51
Managing Conflict

• Conflict can be productive or counterproductive
• Productive energize a person, group or
  organization
• Counterproductive loss of time, resources, and
  decrease in efficiency
• Managing conflict requires understanding, skill,
  knowledge, and experience

52
Conflict and Negotiation

• Organizational culture
• Create an atmosphere in which all employees are
  accepted despite differences in beliefs, values,
  backgrounds, or experiences.
• Cannot completely prevent conflict
• Negotiation
• The process of working with the parties to a
  conflict to find a resolution
• Willingness and clear communication success
• Involves 2 skills of the communication process
• Listening and speaking

53
Conflict and Negotiation

• Speaking
• 1st What is the problem? (clearly defined as
  each views it as a problem)
• Includes facts, feelings I believe I am
  confused about I get upset by
• NOT You did not You make me mad because
• Plan what you want to say
• Try not to let emotions speak for you
  rationalize
• Choose the location
• Mutual, neutral, minimal distractions

54
Conflict and Negotiation

• Listening
• All of your attention is focused on the speaker
• Encourage, maintain eye contact, do not interrupt
• After you have all the information, then form
  your response
• Empathize (empathy)
• An understanding of a persons situation or fram
  of mind
• Consider age, gender, cultures, abilities where
  experiences can change their perception
• Do not assume!

55
Conflict and Negotiation

• Techniques for negotiating conflict
• Show respect
• Recognize and define the problem
• Seek a variety of solutions
• Collaborate
• Be reliable
• Preserve the relationship
• Solved only when both sides reach a common
  understanding and agreement
• Ask for verification (feedback) Is this what you
  meant by Did I understand you correctly

56
Exercise

• Get with a partner and choose one of the
  following that would cause a conflict, therefore
  needing to negotiate. Be prepared to share!
• You have 50. What will you do/where will you go?
  How will you spend this money?
• Your mutual friend allows you to take his/her car
  for the day. Where will you go and who pays for
  gas?
• You both buy the same outfit for prom (or another
  mutual function). What now? Who keeps and who
  gets another outfit?

57
Interpersonal Skills

• The skills used by a person to properly interact
  with others
• Must have for any position in an organization
• First and foremost familiarize yourself with the
  companys policy and procedures before responding
  to a concern
• Why this first?

58
Addressing Customers Concerns

• Requests and questions
• Learn the procedures
• What if you cant answer their questions?
• Directions
• Clear and concise
• Managements role
• Know your role and the role of others
• When does a manager get involved?
• Business Policies
• Be prepared to explain policies (Know them!)

59
Addressing Customers Complaints

• Listen!
• To ensure you understand the complaint
• Take the customer aside
• Usually you do not want barriers and others to
  hear
• Repeat
• Explain it back to be sure you understand
• Do not place blame on anyone!
• Get help
• If you need assistance, or when appropriate, but
  communicate this to the customer
• Establish a plan
• Try to reach an agreement about the next course
  of action keep to company policy and follow-up

• Know the policy for dealing with complaints!
• A small percentage of customers actually share
  their complaints with the company
• You want to encourage expression of complaints
• Basic Guidelines