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Marketing  Essentials    Chapter 8   Communication Skills Section 8.1  Defining  Communication
SECTION 8.1 What You'll Learn <ul><ul><li>The six primary elements of communication </li></ul></ul><ul><ul><li>How to arra...
SECTION 8.1 Defining Communication Why It's Important Studies have shown that 70 percent of our waking hours are spent com...
SECTION 8.1 Defining Communication Key Terms <ul><ul><li>communication </li></ul></ul><ul><ul><li>channels </li></ul></ul>...
SECTION 8.1 Defining Communication <ul><ul><li>Communication  is the process of exchanging information, ideas, and feeling...
SECTION 8.1 Defining Communication The Communication Process <ul><ul><li>Senders and Receivers   Every message must be sen...
SECTION 8.1 Defining Communication The Communication Process <ul><ul><li>Messages  are the substance of any communication....
SECTION 8.1 Defining Communication <ul><ul><li>Feedback  is the receiver's response to  the message. </li></ul></ul><ul><u...
SECTION 8.1 Defining Communication <ul><ul><li>About 70 percent of your waking hours are spent communicating. </li></ul></...
SECTION 8.1 Defining Communication <ul><ul><li>Hearing is mostly a physical process that takes place in the ears.  </li></...
SECTION 8.1 Defining Communication In order to listen well, you should learn these listening skills: Listening Skills <ul>...
SECTION 8.1 Defining Communication Identifying the Purpose   The sooner you identify the purpose of the message, the easie...
SECTION 8.1 Defining Communication <ul><ul><li>Looking for a Plan   In a structured speech,  try to identify the way the p...
SECTION 8.1 Defining Communication <ul><ul><li>Searching for an Interest   Listen carefully to find something that applies...
SECTION 8.1 Defining Communication <ul><ul><li>Listening for More than Verbal Content   The rate of speech, pitch, volume,...
SECTION 8.1 Defining Communication <ul><ul><li>Taking Notes   Take notes on the main points  in a business meeting. </li><...
SECTION 8.1 Defining Communication <ul><ul><li>Avoid the following blocks, and you will be able to concentrate on the mess...
SECTION 8.1 Defining Communication <ul><ul><li>Distractions  are blocks to effective listening: noises and other environme...
SECTION 8.1 Defining Communication <ul><ul><li>Planning a Response  blocks understanding because you can't concentrate on ...
SECTION 8.1 Defining Communication Reading, like listening, is a process of trying to understand a message. Reading with u...
SECTION 8.1 Defining Communication <ul><ul><li>One of the many things required to succeed on the job is reading and unders...
SECTION 8.1 Defining Communication <ul><ul><li>Focusing Your Mind   Your mind will focus only through constant concentrati...
SECTION 8.1 Defining Communication <ul><ul><li>Jargon  is technical or specialized vocabulary used by members of a particu...
8.1 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>1.   What are the six primary elements of    communication? <...
8.1 A SSESSMENT Reviewing Key Terms and Concepts  <ul><ul><li>4.   What are three blocks to listening  with understanding?...
8.1 A SSESSMENT Thinking Critically Describe an appropriate setting for an in-home cosmetics presentation and for a stockb...
8.1 Graphic Organizer The Communication Process Message Sender Receiver Feedback
End of Section 8.1 Marketing  Essentials
   Chapter 8   Communication Skills Section 8.2  Elements of  Speech and Writing Marketing  Essentials
SECTION 8.2 What You'll Learn <ul><ul><li>The three most common purposes for speaking </li></ul></ul><ul><ul><li>The four ...
SECTION 8.2 Elements of Speech and Writing Why It's Important You will use spoken and written communication on every job t...
SECTION 8.2 Elements of Speech and Writing Key Terms <ul><ul><li>parliamentary procedure </li></ul></ul><ul><ul><li>quorum...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Many jobs in marketing require above-average speaking skills. Whate...
SECTION 8.2 Elements of Speech and Writing Knowing the Purpose <ul><ul><li>Before you decide what you will say, know the p...
SECTION 8.2 Elements of Speech and Writing Using Your Voice You will need to use your voice effectively to be a good commu...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Many jobs in marketing will require you to inform or persuade other...
SECTION 8.2 Elements of Speech and Writing <ul><ul><ul><li>Enumeration  is listing several items in order. Use signal word...
SECTION 8.2 Elements of Speech and Writing <ul><ul><ul><li>Cause and effect  is a method in which you  lead the listener f...
SECTION 8.2 Elements of Speech and Writing Training  involves a specialized form of speaking, and is usually combined with...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>The following is an effective four-step training plan:  </li></ul><...
SECTION 8.2 Elements of Speech and Writing Parliamentary procedure  is a structure  for holding group meetings and making ...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>A meeting follows a standard order of business, also called an agen...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>The Motion  A motion is a proposal. A member must be recognized (al...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>When speaking to people on the telephone, follow these rules:  </li...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Writing a message takes more time and thought than simply having a ...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>In every type of writing, it is important to know the precise reaso...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Know Your Reader </li></ul></ul><ul><ul><ul><li>Who are the people ...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Know Your Purpose </li></ul></ul><ul><ul><li>Most of your writing w...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Know Your Subject   You need to know your subject well to write a c...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Most business letters contain eight standard parts: </li></ul></ul>...
SECTION 8.2 Elements of Speech and Writing E-mail  is commonly  used for communication within an office or company. Althou...
SECTION 8.2 Elements of Speech and Writing Memos are used for communication within an office or company. Their format is m...
SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Business reports cover such topics as yearly sales, survey results,...
SECTION 8.2 Elements of Speech and Writing Many marketing companies produce internal publications for their employees.  Co...
8.2 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>1.   What are the three most common    purposes for speaking?...
8.2 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>4.   What types of information should you    write down when ...
8.2 A SSESSMENT Thinking Critically Your coworker has asked you to review a letter he has written to a customer. What elem...
End of Section 8.2 Marketing  Essentials
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  1. 1. Marketing Essentials  Chapter 8 Communication Skills Section 8.1 Defining Communication
  2. 2. SECTION 8.1 What You'll Learn <ul><ul><li>The six primary elements of communication </li></ul></ul><ul><ul><li>How to arrange the setting for a business meeting </li></ul></ul><ul><ul><li>How to use listening skills to improve your understanding of messages </li></ul></ul><ul><ul><li>Three blocks to listening with understanding </li></ul></ul><ul><ul><li>Three skills that will help you read with understanding </li></ul></ul>Defining Communication
  3. 3. SECTION 8.1 Defining Communication Why It's Important Studies have shown that 70 percent of our waking hours are spent communicating. Most jobs in business, especially in marketing, require good communication skills. You need to understand the communication process to become a more effective communicator.
  4. 4. SECTION 8.1 Defining Communication Key Terms <ul><ul><li>communication </li></ul></ul><ul><ul><li>channels </li></ul></ul><ul><ul><li>feedback </li></ul></ul><ul><ul><li>blocks </li></ul></ul><ul><ul><li>setting </li></ul></ul><ul><ul><li>distractions </li></ul></ul><ul><ul><li>emotional blocks </li></ul></ul><ul><ul><li>jargon </li></ul></ul>
  5. 5. SECTION 8.1 Defining Communication <ul><ul><li>Communication is the process of exchanging information, ideas, and feelings. There are six elements of communication: </li></ul></ul><ul><ul><ul><li>Senders and receivers </li></ul></ul></ul><ul><ul><ul><li>Messages </li></ul></ul></ul><ul><ul><ul><li>Channels </li></ul></ul></ul><ul><ul><ul><li>Feedback </li></ul></ul></ul><ul><ul><ul><li>Blocks </li></ul></ul></ul><ul><ul><ul><li>Setting </li></ul></ul></ul>The Communication Process Slide 1 of 4
  6. 6. SECTION 8.1 Defining Communication The Communication Process <ul><ul><li>Senders and Receivers Every message must be sent, received, and understood for communication to happen. Both verbal and nonverbal means are used to send and receive messages. </li></ul></ul><ul><ul><ul><li>Verbal communication includes speaking and writing. </li></ul></ul></ul><ul><ul><ul><li>Nonverbal communication includes facial expressions and body language. </li></ul></ul></ul>Slide 2 of 4
  7. 7. SECTION 8.1 Defining Communication The Communication Process <ul><ul><li>Messages are the substance of any communication. The message is the information, ideas, or feelings the sender wants to share. </li></ul></ul><ul><ul><li>Channels are the avenues by which the message is delivered such as sight and sound, written word, e-mail, and letters. </li></ul></ul>Slide 3 of 4
  8. 8. SECTION 8.1 Defining Communication <ul><ul><li>Feedback is the receiver's response to the message. </li></ul></ul><ul><ul><li>Blocks are things that interfere with understanding the message. </li></ul></ul><ul><ul><li>Setting is where the communication takes place. </li></ul></ul>The Communication Process Slide 4 of 4
  9. 9. SECTION 8.1 Defining Communication <ul><ul><li>About 70 percent of your waking hours are spent communicating. </li></ul></ul><ul><ul><li>Approximately 45 percent of that time is spent listening. </li></ul></ul>Listening
  10. 10. SECTION 8.1 Defining Communication <ul><ul><li>Hearing is mostly a physical process that takes place in the ears. </li></ul></ul><ul><ul><li>Listening is a mental process that requires using the brain. </li></ul></ul>Hearing vs. Listening
  11. 11. SECTION 8.1 Defining Communication In order to listen well, you should learn these listening skills: Listening Skills <ul><ul><li>Identifying the purpose </li></ul></ul><ul><ul><li>Looking for a plan </li></ul></ul><ul><ul><li>Giving feedback </li></ul></ul><ul><ul><li>Searching for an interest </li></ul></ul><ul><ul><li>Evaluating the message </li></ul></ul><ul><ul><li>Listening for more than verbal content </li></ul></ul><ul><ul><li>Listening for a conclusion </li></ul></ul><ul><ul><li>Taking notes </li></ul></ul><ul><ul><li>Following directions </li></ul></ul>Slide 1 of 6
  12. 12. SECTION 8.1 Defining Communication Identifying the Purpose The sooner you identify the purpose of the message, the easier it will be to understand the whole message. Listening Skills Slide 2 of 6
  13. 13. SECTION 8.1 Defining Communication <ul><ul><li>Looking for a Plan In a structured speech, try to identify the way the presentation is put together, for example, generalizations supported with evidence or contrasts and comparisons. </li></ul></ul><ul><ul><li>Giving Feedback Give feedback to show your understanding of the message. </li></ul></ul>Listening Skills Slide 3 of 6
  14. 14. SECTION 8.1 Defining Communication <ul><ul><li>Searching for an Interest Listen carefully to find something that applies to you or interests you. On the job, show an interest in things that will improve your performance. </li></ul></ul><ul><ul><li>Evaluating the Message As you listen, evaluate the validity of the message. Try to distinguish between fact and opinion and evaluate whether the information presented is relevant to the purpose of the message. </li></ul></ul>Listening Skills Slide 4 of 6
  15. 15. SECTION 8.1 Defining Communication <ul><ul><li>Listening for More than Verbal Content The rate of speech, pitch, volume, and voice quality can add and change meaning to communication. </li></ul></ul><ul><ul><li>Listening for a Conclusion Listen for the speaker's conclusion. Don't jump to your own conclusion before the speaker has presented the facts. </li></ul></ul>Listening Skills Slide 5 of 6
  16. 16. SECTION 8.1 Defining Communication <ul><ul><li>Taking Notes Take notes on the main points in a business meeting. </li></ul></ul><ul><ul><li>Following Directions Be sure you understand each step if someone is giving you directions. Give frequent feedback so the person knows you understand. </li></ul></ul>Listening Skills Slide 6 of 6
  17. 17. SECTION 8.1 Defining Communication <ul><ul><li>Avoid the following blocks, and you will be able to concentrate on the message: </li></ul></ul><ul><ul><ul><li>distractions </li></ul></ul></ul><ul><ul><ul><li>emotional blocks </li></ul></ul></ul><ul><ul><ul><li>planning a response </li></ul></ul></ul>Blocks to Listening with Understanding Slide 1 of 3
  18. 18. SECTION 8.1 Defining Communication <ul><ul><li>Distractions are blocks to effective listening: noises and other environmental factors, interruptions by other people, and competing thoughts in your mind. </li></ul></ul><ul><ul><li>Emotional Blocks are biases against the opinions expressed by the sender that prevent you from understanding. </li></ul></ul>Blocks to Listening with Understanding Slide 2 of 3
  19. 19. SECTION 8.1 Defining Communication <ul><ul><li>Planning a Response blocks understanding because you can't concentrate on the message and your response at the same time. </li></ul></ul><ul><ul><li>Listen to the entire message before you plan your response. </li></ul></ul>Blocks to Listening with Understanding Slide 3 of 3
  20. 20. SECTION 8.1 Defining Communication Reading, like listening, is a process of trying to understand a message. Reading with understanding is a necessity in every career. Even when applying for a job you have to read help-wanted ads or Web site job listings. Reading
  21. 21. SECTION 8.1 Defining Communication <ul><ul><li>One of the many things required to succeed on the job is reading and understanding written messages. These three skills can help you: </li></ul></ul><ul><ul><ul><li>focusing your mind </li></ul></ul></ul><ul><ul><ul><li>forming pictures </li></ul></ul></ul><ul><ul><ul><li>improving your vocabulary </li></ul></ul></ul>Reading for Meaning Slide 1 of 2
  22. 22. SECTION 8.1 Defining Communication <ul><ul><li>Focusing Your Mind Your mind will focus only through constant concentration. </li></ul></ul><ul><ul><li>Forming Pictures Try to form pictures of the people, places, things, and situations described. </li></ul></ul><ul><ul><li>Improving Your Vocabulary Try to figure out the meaning by the way the word is used, then look it up in a dictionary. </li></ul></ul>Reading for Meaning Slide 2 of 2
  23. 23. SECTION 8.1 Defining Communication <ul><ul><li>Jargon is technical or specialized vocabulary used by members of a particular profession or industry. Many of these words aren't even listed in most dictionaries. </li></ul></ul><ul><ul><li>Most marketing jobs have their own jargon. </li></ul></ul><ul><ul><li>For glossaries of jargon specific to different marketing occupational areas, go to the Marketing Essentials Web site: </li></ul></ul><ul><ul><li>www.marketing.glencoe.org </li></ul></ul>Jargon
  24. 24. 8.1 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>1. What are the six primary elements of communication? </li></ul></ul><ul><ul><li>2. How would you arrange the setting for a business meeting? </li></ul></ul><ul><ul><li>3. What listening skills can help you to better understand messages you receive? </li></ul></ul>Slide 1 of 2
  25. 25. 8.1 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>4. What are three blocks to listening with understanding? </li></ul></ul><ul><ul><li>5. What are three skills to help you read better? </li></ul></ul>Slide 2 of 2
  26. 26. 8.1 A SSESSMENT Thinking Critically Describe an appropriate setting for an in-home cosmetics presentation and for a stockbroker's meeting. How and why should the two settings be different?
  27. 27. 8.1 Graphic Organizer The Communication Process Message Sender Receiver Feedback
  28. 28. End of Section 8.1 Marketing Essentials
  29. 29.  Chapter 8 Communication Skills Section 8.2 Elements of Speech and Writing Marketing Essentials
  30. 30. SECTION 8.2 What You'll Learn <ul><ul><li>The three most common purposes for speaking </li></ul></ul><ul><ul><li>The four basic patterns for organizing a formal speech </li></ul></ul><ul><ul><li>The four-step method for training </li></ul></ul><ul><ul><li>Parliamentary procedure and its purposes </li></ul></ul><ul><ul><li>Proper telephone skills </li></ul></ul><ul><ul><li>The three basic considerations in writing </li></ul></ul>Elements of Speech and Writing
  31. 31. 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.
  32. 32. SECTION 8.2 Elements of Speech and Writing Key Terms <ul><ul><li>parliamentary procedure </li></ul></ul><ul><ul><li>quorum </li></ul></ul>
  33. 33. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>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. </li></ul></ul>Speaking
  34. 34. SECTION 8.2 Elements of Speech and Writing Knowing the Purpose <ul><ul><li>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: </li></ul></ul><ul><ul><ul><li>to inform </li></ul></ul></ul><ul><ul><ul><li>to persuade </li></ul></ul></ul><ul><ul><ul><li>to entertain </li></ul></ul></ul>
  35. 35. 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.
  36. 36. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>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: </li></ul></ul><ul><ul><ul><li>enumeration </li></ul></ul></ul><ul><ul><ul><li>generalization with example </li></ul></ul></ul><ul><ul><ul><li>cause and effect </li></ul></ul></ul><ul><ul><ul><li>compare and contrast </li></ul></ul></ul>Speaking Formally Slide 1 of 3
  37. 37. SECTION 8.2 Elements of Speech and Writing <ul><ul><ul><li>Enumeration is listing several items in order. Use signal words, such as first, second, third, or next, to help the listener. </li></ul></ul></ul><ul><ul><ul><li>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 . </li></ul></ul></ul>Speaking Formally Slide 2 of 3
  38. 38. SECTION 8.2 Elements of Speech and Writing <ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul>Speaking Formally Slide 3 of 3
  39. 39. 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. Training Slide 1 of 2
  40. 40. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>The following is an effective four-step training plan: </li></ul></ul><ul><ul><ul><li>1. Explain the task that is to be performed. </li></ul></ul></ul><ul><ul><ul><li>2. Demonstrate the task by actually doing it yourself. </li></ul></ul></ul><ul><ul><ul><li>3. Let the other person perform the task. </li></ul></ul></ul><ul><ul><ul><li>4. Critique what was done correctly and discuss the strong points so the trainee will feel accomplished. </li></ul></ul></ul>Training Slide 2 of 2
  41. 41. SECTION 8.2 Elements 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
  42. 42. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>A meeting follows a standard order of business, also called an agenda. </li></ul></ul><ul><ul><ul><ul><li>1. Call to order </li></ul></ul></ul></ul><ul><ul><ul><ul><li>2. Minutes of the meeting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>3. Treasurer's report </li></ul></ul></ul></ul><ul><ul><ul><ul><li>4. Committee report </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5. Old business </li></ul></ul></ul></ul><ul><ul><ul><ul><li>6. New business </li></ul></ul></ul></ul><ul><ul><ul><ul><li>7. Adjournment </li></ul></ul></ul></ul>Parliamentary Procedure Slide 2 of 3
  43. 43. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>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. </li></ul></ul>Parliamentary Procedure Slide 3 of 3
  44. 44. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>When speaking to people on the telephone, follow these rules: </li></ul></ul><ul><ul><ul><li>Answer the telephone with a cheerful but formal greeting. </li></ul></ul></ul><ul><ul><ul><li>Use a pleasant tone, enunciate clearly. </li></ul></ul></ul><ul><ul><ul><li>Listen well. </li></ul></ul></ul><ul><ul><ul><li>Be courteous. </li></ul></ul></ul><ul><ul><ul><li>Be prepared to take a message. </li></ul></ul></ul>Telephone Skills
  45. 45. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Writing a message takes more time and thought than simply having a conversation, but there are times when it is more appropriate. </li></ul></ul><ul><ul><ul><li>Writing helps you organize your thoughts. </li></ul></ul></ul><ul><ul><ul><li>Writing provides a permanent record. </li></ul></ul></ul><ul><ul><ul><li>Writing is harder to ignore. </li></ul></ul></ul>Writing
  46. 46. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>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: </li></ul></ul><ul><ul><ul><li>know your reader. </li></ul></ul></ul><ul><ul><ul><li>know your purpose. </li></ul></ul></ul><ul><ul><ul><li>know your subject. </li></ul></ul></ul>Basic Considerations in Writing Slide 1 of 4
  47. 47. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Know Your Reader </li></ul></ul><ul><ul><ul><li>Who are the people who will receive your message? </li></ul></ul></ul><ul><ul><ul><li>Why will they read your message? </li></ul></ul></ul><ul><ul><ul><li>What do they know about the subject? </li></ul></ul></ul>Basic Considerations in Writing Slide 2 of 4
  48. 48. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Know Your Purpose </li></ul></ul><ul><ul><li>Most of your writing will be done for one or more of these reasons: </li></ul></ul>Basic Considerations in Writing Slide 3 of 4 <ul><ul><li>to inform </li></ul></ul><ul><ul><li>to request </li></ul></ul><ul><ul><li>to confirm </li></ul></ul><ul><ul><li>to persuade </li></ul></ul><ul><ul><li>to inquire </li></ul></ul><ul><ul><li>to complain </li></ul></ul>
  49. 49. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>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. </li></ul></ul>Basic Considerations in Writing Slide 4 of 4
  50. 50. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Most business letters contain eight standard parts: </li></ul></ul><ul><ul><ul><li>1. Return address </li></ul></ul></ul><ul><ul><ul><li>2. Date line </li></ul></ul></ul><ul><ul><ul><li>3. Inside address (name and address of addressee) </li></ul></ul></ul><ul><ul><ul><li>4. Salutation (usually &quot;Dear ________,&quot;) </li></ul></ul></ul><ul><ul><ul><li>5. Body (message) </li></ul></ul></ul><ul><ul><ul><li>6. Closing </li></ul></ul></ul><ul><ul><ul><li>7. Signature block </li></ul></ul></ul><ul><ul><ul><li>8. Reference initials (initials of letter composer and typist) </li></ul></ul></ul>Business Letters
  51. 51. SECTION 8.2 Elements 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? E-mail From: Jessica H. Johnston < [email_address] > To: Dan Provost < [email_address] > 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 [email_address] Phone: (800) 867-5309 Fax: (888) 867-5309
  52. 52. 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? Memos M EMORANDUM To: All Office Employees From: Jessica Johnston Subject: Filling Special Stationery Requests Date: 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
  53. 53. SECTION 8.2 Elements of Speech and Writing <ul><ul><li>Business reports cover such topics as yearly sales, survey results, or problems that need attention. </li></ul></ul><ul><ul><ul><li>In-house reports are to be read only by company employees. </li></ul></ul></ul><ul><ul><ul><li>Other reports, such as reports to stockholders, are written for a wider audience. </li></ul></ul></ul>Reports
  54. 54. SECTION 8.2 Elements of Speech and Writing Many marketing companies produce internal publications for their employees. Company Publications <ul><li>Example: Employee handbooks that outline policies and procedures, company newsletters, and external publications, such as promotional brochures. </li></ul>
  55. 55. 8.2 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>1. What are the three most common purposes for speaking? </li></ul></ul><ul><ul><li>2. What are the four basic patterns used to organize a spoken message? </li></ul></ul><ul><ul><li>3. What is parliamentary procedure? Why is it used? </li></ul></ul>Slide 1 of 2
  56. 56. 8.2 A SSESSMENT Reviewing Key Terms and Concepts <ul><ul><li>4. What types of information should you write down when taking a telephone message? </li></ul></ul><ul><ul><li>5. What are the three basic things you should consider when writing? </li></ul></ul>Slide 2 of 2
  57. 57. 8.2 A SSESSMENT 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?
  58. 58. End of Section 8.2 Marketing Essentials
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