Скачать презентацию Marketing Essentials n Chapter 8 Communication Skills Section Скачать презентацию Marketing Essentials n Chapter 8 Communication Skills Section

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Marketing Essentials n Chapter 8 Communication Skills Section 8. 2 Elements of Speech and Marketing Essentials n Chapter 8 Communication Skills Section 8. 2 Elements of Speech and Writing Chapter 8 n Communication Skills 1

SECTION 8. 2 Elements of Speech and Writing What You'll Learn = The three 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 2

SECTION 8. 2 Elements of Speech and Writing Why It's Important You will use 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 3

SECTION 8. 2 Elements of Speech and Writing Key Terms = parliamentary procedure = SECTION 8. 2 Elements of Speech and Writing Key Terms = parliamentary procedure = quorum Chapter 8 n Communication Skills 4

SECTION 8. 2 Elements of Speech and Writing Speaking Many jobs in marketing require 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 5

SECTION 8. 2 Elements of Speech and Writing Knowing the Purpose Before you decide 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 6

SECTION 8. 2 Elements of Speech and Writing Using Your Voice You will need 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 7

SECTION 8. 2 Elements of Speech and Writing Speaking Formally Many jobs in marketing 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 8

SECTION 8. 2 Elements of Speech and Writing Speaking Formally Enumeration is listing several 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 Chapter 8 n Communication Skills 9

SECTION 8. 2 Elements of Speech and Writing Speaking Formally Cause and effect is 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 10

SECTION 8. 2 Elements of Speech and Writing Training involves a specialized form of SECTION 8. 2 Elements 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. Slide 1 of 2 Chapter 8 n Communication Skills 11

SECTION 8. 2 Elements of Speech and Writing Training The following is an effective 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 Chapter 8 n Communication Skills 12

SECTION 8. 2 Elements of Speech and Writing Parliamentary Procedure Parliamentary procedure is a 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 13

SECTION 8. 2 Elements of Speech and Writing Parliamentary Procedure A meeting follows a 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 14

SECTION 8. 2 Elements of Speech and Writing Parliamentary Procedure The Motion A motion 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 15

SECTION 8. 2 Elements of Speech and Writing Telephone Skills When speaking to people 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 16

SECTION 8. 2 Elements of Speech and Writing a message takes more time and SECTION 8. 2 Elements of Speech and 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 17

SECTION 8. 2 Elements of Speech and Writing Basic Considerations in Writing In every 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 18

SECTION 8. 2 Elements of Speech and Writing Basic Considerations in Writing Know Your 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 19

SECTION 8. 2 Elements of Speech and Writing Basic Considerations in Writing Know Your 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 20

SECTION 8. 2 Elements of Speech and Writing Basic Considerations in Writing Know Your 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 21

SECTION 8. 2 Elements of Speech and Writing Business Letters Most business letters contain 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 22

SECTION 8. 2 Elements of Speech and Writing E-mail From: Jessica H. Johnston <j. SECTION 8. 2 Elements of Speech and Writing E-mail From: Jessica H. Johnston To: Dan Provost 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. [email protected] 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 23

SECTION 8. 2 Elements of Speech and Writing Memos are used for communication within SECTION 8. 2 Elements 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? 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 24

SECTION 8. 2 Elements of Speech and Writing Reports Business reports cover such topics 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 25

SECTION 8. 2 Elements of Speech and Writing Company Publications Many marketing companies produce 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 26

8. 2 ASSESSMENT Reviewing Key Terms and Concepts 1. What are three most common 8. 2 ASSESSMENT Reviewing Key Terms and Concepts 1. What are 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 27

8. 2 ASSESSMENT Reviewing Key Terms and Concepts 4. What types of information should 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 three basic things you should consider when writing? Slide 2 of 2 Chapter 8 n Communication Skills 28

8. 2 ASSESSMENT Thinking Critically Your coworker has asked you to review a letter 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 29

Marketing Essentials End of Section 8. 2 Chapter 8 n Communication Skills 30 Marketing Essentials End of Section 8. 2 Chapter 8 n Communication Skills 30