Marketing Manager Course - Chapter 15

© 2004 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill
15
Chapter
Managing Communication
Managing Communication
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
z
Understand the process of communication.
z
Eliminate barriers that distort the meaning of information.
z
Analyze the basic patterns of organizational
communication.
z
Develop the skills of organizing and running effective
meetings.
z
Master electronic forms of communication such as e-mail
and know when to use them.
z
Work with an organization’s informal communication.
z
Improve assertive communication, presentation, nonverbal,
and listening skills.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
The Process of Communication
z
Communication is a process that
involves the transmission of

meaningful information from one
party to another through the use of
shared symbols.
z
Communication is successful when
meaning is understood.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
The Process of Communication
(continued)
z
Two forms of information are sent and received in
communication:
¾
Facts – bits of information that can be objectively measured
or described.
¾
Feelings – an individual’s emotional responses to decisions
made or actions taken by other people.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Skills for Managing Communication
Assertive
C om m unication Skills
Presentation Skills
N onverbal
C om m unication Skills
Listening Skills
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
The Communication Process
Noise
C om m unication

C hannel
Sender
(encodes m essage)
R eceiver
(decodes m essage)
Noise
Feedback
Feedback
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
The Communication Process:
Feedback
z
Feedback allows the sender to clarify the message if its
true meaning is not received.
¾
Two-way Communications – communication channels that provide for
feedback.
¾
One-way Communications – communication channels that provide no
opportunity for feedback.
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.
The Communication Process:
Barriers to Effective Communication
z
Barriers can disrupt the accurate transmission of
information.
z
These barriers take different forms:
¾
Sender barrier

¾
Encoding barrier
¾
Communication channel barrier
¾
Decoding barrier
¾
Receiver barrier
¾
Feedback barrier
¾
Noise barrier
¾
Perception barrier
McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.