Mb0039 –business communication

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Master of Business Administration- MBA Semester - 1
MB0039 –Business Communication
Assignment
Q1. As a speaker you are addressing a group of people. Explain the elements involved in this
communication.
Ans. Communication is taken as an important function in marketing. In this there are two sides: sender and
receiver. The information or message is exchanged between these two sides. In this, the receiver should exactly
understand what the sender has wanted to say. only then the objectives of the communication can be achieved .
Such information or message can be communicated in words, signs, symbol, or figures, graph etc. The media for
communicating such messages or information are newspaper, radio, TV, magazines, journals, e-mails,
telephone, etc. Information can also be communicated with sound, signals, figures etc. In this two-way
communication should be. The informer should carefully understand or listen the responses. In the same way,
receiver should also carefully understand the information.
If both the teller and listener/sender and receiver are active, communication becomes effective and continuous. It
creates an environment of coordination between both sides. this can contribute to all the advertisers,
businessment, company, government bodies, industry etc. so, the advertiser should be able to select proper and
suitable media to communicate message. Different elements are involved in the process of effective
communication of information in marketing. They are as follows.
Sender :- At first information/message should be produced to communicate it. Messages should be collected
from different sources. They are different organizations of marketing, wholesalers, retailers, etc. They are also
called message sender. They communicate information and messages time to time according to necessity.
Encoding : This message or information should be made to flow in a way that the target group can understand
easily. For such message simple words, proper signs, figure or language should be used or written. Then the
message should be effectively edited to communicate to the target customer. Such message becomes effective
and able to win the heart of the target customers. Otherwise, the message becomes meaningless.
Channel :- After the message has been encoded or written and properly edited, it should be communicated
through proper channel. The best among the available channels should be selected. Specially, radio, TV,
newspaper, etc. are used to communicate the message. only then communication and message becomes
effective.
Decoding :- An advertiser makes flow of message or information carefully, listening, translating, analyzing and
exactly understanding the meaning of the message is called decoding. Effectively, experience, ability, practical
knowledge, feeling etc. also affect the understanding or decoding the message. So, the language style, Signs, or
symbols, etc. should be used simple and easy to understand for the target group.
Receiver :- The message or information communicated by the advertiser reaches the receiver. its effectiveness
depends on mater how the receiver has understood it. If the receiver understands it positively exactly at the
sender intended. It becomes successfully, if negatively sender becomes failure or the message becomes
meaningless.
Noise:- The advertiser makes flow of information or message. The other company's advertisement disturb such
message/information affecting negatively. they put obstacle in listening the information/ message . so, the
message sender or advertiser should make flow of messsge/information at the proper time when the
advertisement of rival/competitor business organizations cannot disturb it.
Feedback:- The receiver express reaction in one or the other way after they get information of messages. such
reaction should be taken to the sender/advertiser so that the advertiser can make improvement in the next
advertisement. If the reaction is positive, it can be given continuity, if negative it can be changed. Hence, sending
the listener's reaction to advertisement/information to resource person of the advertisement . In this way,
feedback is very important in communication system.

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Q2. What is the importance of Kinesics and Proxemics in communication? Explain with examples.
Ans. Kinesics is the interpretation of body motion communication such as facial expressions and gestures —
that is, nonverbal behavior related to movement of any part of the body or the body as a whole. The equivalent
popular culture term is body language, a term Ray Birdwhistell -- considered the founder of this area of study --
never used, and did not consider appropriate (on the grounds that what can be conveyed with the body does not
meet the linguist's definition of language). Even so, many people use this term.
In a current application, kinesic behaviors are sometimes used as signs of deception by interviewers looking for
clusters of movements to determine the veracity of the statement being uttered.
Relevant concepts include:
 Emblems - Substitute for words and phrases
 Illustrators - Accompany or reinforce verbal messages
 Affect Displays - Show emotion
 Regulators - Control the flow and pace of communication
 Adaptors - Release physical or emotional tension
Kinesic behaviors are an important part of nonverbal communication. Body movements convey information,
though interpretations vary by culture. As many movements are carried out at a subconscious or at least a low-
awareness level, kinesic movements carry a significant risk of being misinterpreted in an intercultural
communication situation.
Proxemics is one of several subcategories of the study of nonverbal communication. Prominent other
subcategories include haptics (touch), kinesics (body movement), vocalics (paralanguage), and chronemics
(structure of time). Proxemics can be defined as "the interrelated observations and theories of man's use of
space as a specialized elaboration of culture". Edward T. Hall, the cultural anthropologist who coined the term in
1963, emphasized the impact of proxemic behavior (the use of space) on interpersonal communication. Hall
believed that the value in studying proxemics comes from its applicability in evaluating not only the way people
interact with others in daily life, but also "the organization of space in [their] houses and buildings, and ultimately
the layout of [their] towns.
In animals, Swiss zoologist Heini Hediger had distinguished between flight distance (run boundary), critical
distance (attack boundary), personal distance (distance separating members of non-contact species, as a pair of
swans), and social distance (intraspecies communication distance). Hall reasoned that, with very few exceptions,
flight distance and critical distance have been eliminated in human reactions, and thus interviewed hundreds of
people to determine modified criteria for human interactions.
In his work on proxemics, Edward T. Hall separated his theory into two overarching categories: personal space
and territory. Personal space describes the immediate space surrounding a person, while territory refers to the
area which a person may "lay claim to" and defend against others. His theory on territoriality has been applied to
animal behaviors as well; defending territory is said to be a means of "propagation of the species by regulating
density".
Q3. How does internal business communication affect the organization? Discuss the role of each
stakeholder in this.
Ans. Communication is the basis of all business transactions. Even employees within the same company
communicate with one another on a daily business to discuss important points of interest, strategies, and plans.
There are a number of tasks in any company or business that must be accomplished every day, and employees
would not be able to achieve this without proper communication. Internal business communication comes in
many different forms. One form is through team members. Teamwork is a vital part of many business operations.
Teams are gathered together to discuss various issues that have arisen in order to find solutions to various
problems within the company. Teams also work to solve many different logistical problems, as well as find ways
to put the strategies into actionable plans that will only serve to help the company grow.It is also often necessary
for separate teams to communicate in order to discuss important issues that may possibly overlap departments.
Since it is important that every team have a specific purpose, the communication between each will ensure all
efforts are being concentrated on different individual aspects of the business.

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Company managers also communicate with their employees on a daily basis to discuss the progress of various
plans, as well as the situations that have resulted from certain plans of action. Managers are there to guide, but
they are also there to listen. During business communication, listening is just important as talking, and company
owners have no choice but to learn how to be good listeners as well as effective speakers.
In business, a stakeholder is usually an investor in your company whose actions determine the outcome of your
business decisions. Stakeholders don’t have to be equity shareholders. They can also be your employees, who
have a stake in your company’s success and incentive for your products to succeed. They can be business
partners, who rely on your success to keep the supply chain going. Every business takes a different approach to
stakeholders. The roles of stakeholders differ between businesses, dependent on the rules and responsibilities
laid out at the founding of your company or as your business evolved over the years. The most common
definition of a stakeholder, however, is a large investor that has the clout to hold a viable “stake” in your
company.
Decision Making
The most common gathering of stakeholders in a publicly traded company is the board of directors, comprised of
high-ranking executives and occasional outsiders who hold large amounts of equity in the company. Any one of
these stakeholders has the power to disrupt decisions or introduce new ideas to the company. The board of
directors has the power to appoint all levels of senior management – including the CEO – and remove them if
necessary. Members of the board dictate the future of the company and are involved in all major business
decisions.
Direct Management
While the board of directors is a more “hands off” approach to controlling a company, some stakeholders prefer
the “hands on” approach by directly assuming management positions. Stakeholders can take over certain
departments – such as human resources or research and development – to micromanage the business and
insure success. In privately owned and publicly traded companies, large investors often directly participate in
business decisions on the management level.
Investors
Stakeholders are regarded as large investors, who will either increase or decrease their stakes in your company
according to your financial performance. Ideally, they act as guardian angels for everyday investors, poring over
financial reports and pressuring management to change tactics if necessary. Certain stakeholders, known as
activist investors, will make wildly unpredictable investments and divestitures in order to move the share price
and attract media attention to a certain issue. Carl Icahn is well known for this high pressure tactic, which is used
to mold companies more to his liking.
Corporate Conscience
Large stakeholders are generally high profile investors, and would like to steer clear of companies that trample
human rights and environmental laws. They monitor your company’s outsourcing activities and globalization
initiatives, and may vote against your business decisions if they are deemed harmful to the company’s long-term
goals.
Q3. Imagine a new product from food industry. Write a persuasive letter to customers, persuading them
to buy your company’s product.
Ans. The most common type of persuasive letter is a sales letter addressed to customers, persuading them to
buy your company’s product. A sales letter is similar to an advertisement and uses the same “AIDA” (Attention,
Interest, Desire and Action) format. This means taking the consumers through different mental stages in a
particular sequence – first getting their attention, creating interest by highlighting unique features of the product,
inducing desire by convincing them that the product is better than others and then motivating them to try the
product. Sales letters are used to sell industrial products such as machinery, consumer durable products and
other high value items.
A Sample Sales Letter for a Home Security System
July 27th, 2014.

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Dear Home Owner,
The saying goes that an Englishman’s home is his castle. Do you see your home as an investment in real estate
or as your castle? Is it a means of getting tax exemptions, or a place where you can unwind and
relax after a stressful week at work? Homes should be viewed as places where we feel safe and free from
outside intrusions. Unfortunately, this is not the case, since recent statistics show that 10% of households in
Bangalore city were robbed last year. How can you protect yourself?
Home Security Products offers a simple and dependable solution – the Safe Home Burglar Alarm System, which
can protect up to 2500 square feet of your home. Just plug it in, adjust the sensitivity to the size of the
room and turn the key. Safe Home’s microprocessor screens out normal sounds like dogs barking, babies crying
rain and traffic. Only hostile sounds such as the breaking of glass will trigger the alarm. The alarm is also loud
enough to alert the neighborhood and to drive away the smartest burglars. You may wonder what might happen
if a clever burglar disconnects the electricity to your home. You need not worry, since Safe Home has built-in
batteries that recharge automatically and ensure that it operates in spite of power failures. The best thing about
Safe Home is the ease of installation. You simply have to mount it on a wall and plug it in. Security now comes at
a price that you can afford – just Rs. 999, along with a one year warranty and a 10 day return policy, to ensure
complete satisfaction. With Safe Home, burglaries will soon be a thing of the past. Ordering it is
easy – just call our toll-free number 1-800-222-3333 and use your credit card. Safe Home will be home delivered
to you within a couple of days. Soon, your home will be a haven of peace.
Sincerely,
National Sales Manager
Home Security Products
A dramatic question is asked to grab the attention of the reader, followed by startling figures – the fact that a high
percentage of homes have been robbed. Interest is then created by mentioning the product’s Unique Selling
Proposition (USP), or the features and benefits that are unique to the product. The product is highlighted as
simple, dependable and easy to install. Desire is induced by overcoming any doubts or objections that the reader
may have, such as the product functioning during a power failure. Finally, the reader is motivated to take action,
by making it easy for him/her to order the product, by calling toll free and using a credit card. The product benefit
is reinforced at the end of the letter.
Q3. You are going to face a job interview for the post of Manager-operations. Which aspects you will
keep in mind while facing the interview?
Ans. The following aspects to be kept in mind during job interview
During the job interview
Once you have gone through the preparation stage, you are ready to facethe actual interview. This is the most
important stage of the job application process, during which attention should be paid to the following aspects:
* Opening formalities – Since it is important to create a good first impression, the way you greet and introduce
yourself is important. Using the name of the interviewer correctly, giving a firm handshake, waiting till you are
asked to be seated and sitting with an erect posture are common courtesies that should be observed to project a
good image.
* Non-verbal communication – This It was emphasised that in face-to-face communication, non-verbal cues
can enhance communication and convey a positive message. Apart from a firm handshake and erect posture,
your non-verbal behaviour should indicate that you are confident and attentive to what the interviewer is saying.
Direct eye contact, facial gestures and nodding to show that you are listening are all important aspects of non-
verbal communication that should be observed during the interview.
* Group interviews – A group interview is one where a panel of interviewers interview a single applicant. The
group may comprise people from different functional areas in the organisation, such as HR, Marketing and
Finance. When asked a question by one of the group members, it is common courtesy to make eye contact with
and address your responses to all the interviewers.

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* Two-way interview – Although the applicant’s task is primarily to listen and the interviewer’s job is primarily
to ask questions, it is in the hands of the applicant to make the communication a two-way process. Apart from
answering questions, the interviewee should show interest in the job and the company by asking relevant
questions, wherever possible.
* Honesty and humility – It is important to be honest and to avoid giving vague answers or beating around the
bush, if you do not know the answer to a particular question. Employers appreciate honesty, rather. than over-
smart answers. Humility is equally important. For example, when asked about your weaknesses, do not state
that you have no weaknesses. Another point to remember is to avoid exaggeration. For example, if you are
being interviewed by a top executive of the company, do not suggest that you can turn the company around.
* Positive answers – Do not speak ill of your previous employers. If asked about your previous experiences,
you may give honest feedback, but you should do so tactfully. Your answers should always end on a positive
note.
* Salary discussion – Any discussion on salary should be initiated by the interviewer and not by the
interviewee, especially during the initial interview. When asked about your salary expectations, you should
indicate a range, rather than a specific figure. Therefore, you should have found out the general salary range for
candidates with your qualifications and experience, before the interview. Only then can you give a reasonable
response to the question. You also need to assess your own experience, qualifications and whether you have
other job offers, before responding to a question on salary expectations.
* Closing the interview – How you close the interview is as important as how you open it. Normally, the
interviewer gives a signal when the interview is over, either through body language, or by making a comment on
the next step for action. At this point, you must thank the interviewer, give another firm handshake and say that
you look forward to hearing from the company soon. Sometimes, the interviewer may conclude by inviting you to
ask questions. In this case, you should only ask questions that are relevant to the job or the organisation and
avoid asking questions related to your performance in the interview. It would be a good idea to prepare a list of
questions to ask and to reserve some of these questions for the end of the interview.
Q3. Write short notes on:
a) SQ3R technique of reading
b) Circulars
Ans. SQ3R Technique of Reading
SQ3R technique of reading was developed by Robinson in his book"Effective Study" (1970). SQ3R stands for
the initial letters of the five steps
Steps Expansion Abbreviation
Step 1 Survey S
Step 2 Question Q
Step 3 Read R
Step 4 Recall R
Step 5 Review R
1. Survey – Survey refers to a quick glance through the title page, preface and chapter headings of a text. By
surveying, you will be able to gauge the main ideas of the text. Besides, the author’s name, date, place of
publication and title page can give you an idea of the general subject area. The table of contents, preface or
foreword in a book would give you an idea of the themes and how they are organised. A survey of the index or
bibliography tells you immediately whether the book contains what you need. For example, choose the
appropriate reference by a quick survey:Here is a bibliography (list of books) on Total Quality Management.
2. Question – The second step in the SQ3R technique of reading is ’question’. A survey of the text will surely
raise a few questions in your mind regarding the text. Some of the questions could be:
· Is the book useful or relevant to my study?

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· Does it provide some guidelines/information on the subject at hand?
However, as you go through the individual chapters, you might have specificquestions regarding the topic. This
will surely help you to gain some insights into the text, topic and the author's comments. You will be surprised to
see how your questions are answered in the process of reading and understanding the text. Therefore, don't
treat reading as an automatic process. It has to be conscious and deliberate, with a definite purpose, where you
interact with the topic and the author.
3. Reading – After surveying and questioning, you begin the actual reading. You need to develop a critical
approach to reading anything for that matter. Read the text over and over again, each time with a different
question and a different purpose in mind. "I read it once and understand everything" kind of attitude is nothing
but a myth. Hence, while reading for the first time, you must just focus on the main points or ideas and
supporting details. Make a note of the important points that you have read.
4. Recall – Recalling or reciting follows reading level. In this level, the reader recalls or recites the content after
reading some portion of text. This is done by checking and amending notes. This is done because every reading
exercise increases your background knowledge and you must be able to connect the information gained with the
existing knowledge. Thus, recalling whatever you have read enables you to connect and relate the content with
the previous and future learning of the subject. You can recite aloud, silently or by writing down the key points
that sums up the major points. It is a good practise to put across the points in your own words when you recall.
5. Review – Reviewing is the process of checking whether we have followed the earlier stages promptly and
efficiently. Have we surveyed the book, article or magazine properly? Have we asked the appropriate
Questions relating to the content? Have we read it critically and have we recalled the most significant details or
information required for our study? These are questions that must be asked in the final stage of reading.
Review will sharpen your critical ability, enable you to form your own opinions on the topic and express them to
others. Try to practise these stages consciously in your reading and research and you will find this to be a highly
rewarding experience.
b) Meaning and role of Circulars
A circular letter is an effective means of creating interest among a large number of people regarding goods or
services. Here we going to describe here importance of circular letter.
Importance of a circular letter can be discussed in terms of following aspects:
Circular letter helps to create a new market for a specific product or service and therefore causes development
of business.
Circular letter is one of the oldest types letter. This kind of letter originated in ancient time when people felt the
necessity of circulating any message to a large number of people at a time in the same way.
Generally, the letter that is used to circulate any special message to a huge member of audiences at the same
time is known as circular letter. It is one of the cost effective means of circulating information or introducing new
products to mass people. However, circular letters are not only used in business, but also in social, political and
personal affairs.
Prof. W. J. Weston said, “A circular letter is one which is meant to be read by a number of correspondents. It is
of the nature of an advertisement and is usually a business announcement or an attempt to advance business.”
From the above discussion we can say that circular letter is a kind of written announcement that is distributed to
a large number of people to convey any commercial or non-commercial message at minimum time, costs and
efforts. Drafting circular letter is purely an art. It should be drafted in such a way that can attract readers’
attention and can serve its purpose.
Importance or advantages of circular letter
Circular letter circulates information relating to a company, its products and services etc. to a large number of
people at a time. It plays an important role in the growth and development of business. Its importance is briefly
discussed below:
1. Easy method of conveying information: Circular letter is the most easy, simple and effective way to convey
any information to a huge number of people.

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2. Achieving economy: Circular letter can be used for wide publicity of products. As a result, organizations
can save cost of sending letters to different parties separately and can gain economy.
3. Saving time: Circular letter transmits information to a large number of people at a time. It does not require
reaching each individual separately. Thus, it saves time.
4. Less effort: Circulating information to each individual separately is a time consuming and laborious job.
Circular letter helps to overcome this problem. Through circular letter, we can communicate with large number of
people at a minimum effort.
5. Creating market: Through circular letter, a company can inform the potential customers about its products
and services. In this way, new market can be created.
6. Increasing consumer’s confidence: Convincing and attractive circular letter can easily touch the reader’s
heart and thus helps to enhance consumer’s confidence on the company’s products.
7. Creating public consciousness: In circular letter, information like price, quality, utility, place of availability
etc. are mentioned in details that make people more conscious about the product