Chapter 8 Communication Skills 1 Section 8.2 Elements of Speech and Writing Marketing Essentials.
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Transcript of Chapter 8 Communication Skills 1 Section 8.2 Elements of Speech and Writing Marketing Essentials.
Chapter 8 Communication Skills 1
Chapter 8 Communication Skills
Section 8.2 Elements of Speech and Writing
Marketing EssentialsMarketing Essentials
Chapter 8 Communication Skills 2
SECTION 8.2SECTION 8.2
What You'll LearnWhat 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
Elements of Speech and WritingElements of Speech and Writing
Chapter 8 Communication Skills 3
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
Why It's ImportantWhy 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 Communication Skills 4
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
Key TermsKey Terms
parliamentary procedure
quorum
Chapter 8 Communication Skills 5
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Speaking
Chapter 8 Communication Skills 6
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements 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 Communication Skills 7
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements 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 Communication Skills 8
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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
Speaking Formally
Slide 1 of 3
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Speaking Formally
Slide 2 of 3
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Speaking Formally
Slide 3 of 3
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
Training involves a specialized form of speaking, and is usually combined with showing one or more persons how to perform a particular task.
Training
Slide 1 of 2
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Training
Slide 2 of 2
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Parliamentary Procedure
Slide 1 of 3
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
A meeting follows a standard order of business, also called an agenda.
1. Call to order2. Minutes of the meeting3. Treasurer's report4. Committee report5. Old business6. New business7. Adjournment
Parliamentary Procedure
Slide 2 of 3
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Parliamentary Procedure
Slide 3 of 3
Chapter 8 Communication Skills 16
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Telephone Skills
Chapter 8 Communication Skills 17
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and 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.
Writing
Chapter 8 Communication Skills 18
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and 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.
Basic Considerations in Writing
Slide 1 of 4
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and 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?
Basic Considerations in Writing
Slide 2 of 4
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
Know Your Purpose Most of your writing will be done for one or more of these reasons:
Basic Considerations in Writing
Slide 3 of 4
to inform to request to confirm to persuade to inquire to complain
Chapter 8 Communication Skills 21
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and 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.
Basic Considerations in Writing
Slide 4 of 4
Chapter 8 Communication Skills 22
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
Most business letters contain eight standard parts:1. Return address2. Date line3. Inside address (name and address of addressee)4. Salutation (usually "Dear ________,")5. Body (message)6. Closing7. Signature block8. Reference initials (initials of letter composer and typist)
Business Letters
Chapter 8 Communication Skills 23
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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?
From: Jessica H. Johnston <[email protected]>To: Dan Provost <[email protected]>Date: Wednesday, October 25, 2000 4:26 PMSubject: 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. JohnstonSenior [email protected]: (800) 867-5309Fax: (888) 867-5309
From: Jessica H. Johnston <[email protected]>To: Dan Provost <[email protected]>Date: Wednesday, October 25, 2000 4:26 PMSubject: 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. JohnstonSenior [email protected]: (800) 867-5309Fax: (888) 867-5309
Chapter 8 Communication Skills 24
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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?
Memos
MEMORANDUM
To: All Office EmployeesFrom: Jessica JohnstonSubject: Filling Special Stationery RequestsDate: 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 Communication Skills 25
SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
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.
Reports
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SECTION 8.2SECTION 8.2 Elements of Speech and WritingElements of Speech and Writing
Many marketing companies produce internal publications for their employees.
Company Publications
Example: Employee handbooks that outline policies and procedures, company newsletters, and external publications, such as promotional brochures.
Chapter 8 Communication Skills 27
8.2 ASSESSMENTASSESSMENT
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 Communication Skills 28
8.2 ASSESSMENTASSESSMENT
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 Communication Skills 29
8.2 ASSESSMENTASSESSMENT
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?