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This document provides an overview of a business communication course for third year business students. The course aims to develop students' written and oral communication skills through 18 units covering key business communication topics. The units focus on improving reading, writing, speaking, and learning skills using material drawn from various business fields. Students will practice comprehension, vocabulary, grammar, speaking, and writing skills through interactive exercises on topics like professional communication, business correspondence, presentations, meetings and intercultural communication.
This document provides an overview of a business communication course for third year business students. The course aims to develop students' written and oral communication skills through 18 units covering key business communication topics. The units focus on improving reading, writing, speaking, and learning skills using material drawn from various business fields. Students will practice comprehension, vocabulary, grammar, speaking, and writing skills through interactive exercises on topics like professional communication, business correspondence, presentations, meetings and intercultural communication.
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Attribution Non-Commercial (BY-NC)
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This document provides an overview of a business communication course for third year business students. The course aims to develop students' written and oral communication skills through 18 units covering key business communication topics. The units focus on improving reading, writing, speaking, and learning skills using material drawn from various business fields. Students will practice comprehension, vocabulary, grammar, speaking, and writing skills through interactive exercises on topics like professional communication, business correspondence, presentations, meetings and intercultural communication.
Авторское право:
Attribution Non-Commercial (BY-NC)
Доступные форматы
Скачайте в формате PDF, TXT или читайте онлайн в Scribd
Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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TABLE OF CONTENTS
PreIace ....................................................................................................................... 6 I. COMMUNICATING IN BUSINESS ..................................................... 10 II. PROFESSIONAL COMMUNICATION .................................................. 20 III. TYPES OF COMMUNICATION ............................................................. 22 IV. COMMUNICATION STYLES ................................................................. 23 V. EFFECTIVE LISTENING. THE AUDIENCE ....................................... 26 VI. AVOIDING DISCRIMINATION IN COMMUNICATION ............. 28 VII. COMMUNICATION AND RECRUITEMENT ................................. 30 VIII. WRITING EMPLOYMENT DOCUMENTS ..................................... 32 THE APPLICATION LETTER ........................................................................ 32 CURRICULUM VITAE ..................................................................................... 35 IX. INTERVIEWS ................................................................................................ 36 X. BUSINESS CORRESPONDENCE ........................................................... 37 XI. COMMUNICATION INSIDE THE FIRM ............................................ 38 MEMOS .................................................................................................................. 38 MINUTES ............................................................................................................... 38 REPORTS ............................................................................................................... 39 XII. COMMUNICATION WITH PARTNERS ............................................ 40 XIII. BUSINESS LETTERS .............................................................................. 41 XIV. BUSINESS REPORTS ............................................................................. 43 XV. PRESENTATIONS ..................................................................................... 44 XVI. BUSINESS MEETINGS .......................................................................... 46 XVII. NEGOTIATING IN BUSINESS .......................................................... 47 XVIII. INTERCULTURAL ASPECTS OF BUSINESS COMMUNICATION ........................................................................................... 49 BIBLIOGRAPHY ................................................................................................. 51
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Preface
Objectives
The purpose oI Business Communication Topics, as an interactive course Ior the students in the third or Iourth year at the Faculty oI Economics, is to develop their written and oral communication skills. Functional situational in approach, the course Iocuses on several vital areas oI the learning process: improving reading and writing skills, practising speaking abilities, as well as developing learning skills. The subject matter, drawn Irom various business Iields, is provocative and, to a certain degree specialized, since it addresses the students in senior years oI study.
Eighteen units are devoted to training students in the skills oI comprehensive reading, developing vocabulary, speaking and writing. As students are guided through the process oI learning eIIectively, they are able to develop communicative strategies that carry over into real-liIe situations. Proving essential practice in controlled exercises, the text enables students to Iocus on Iorms, Iunctions, and the processes oI written discourse. These units are designed to help students: Become Iamiliar with the various vocabulary items related to business English Become Iamiliar with the various expressions related to speciIic language Iunctions Improve reading skills by Iocusing on both content and the use oI theses expressions in task-based writing exercises Build up writing skills by practicing the contextual use oI the vocabulary items and Iocusing on grammar in controlled practice exercises. Learn and review basic business vocabulary
The main objectives oI the course are meant to be externally oriented and internally useIul. The structure oI the units is systematic, concise and explicit, responsive to the variety oI communicative circumstances in business. The content is Iormative, aiming at developing students` awareness Ior the need Ior communicating correctly in a Ioreign language. Mainly designed to be used as selI-study material, the book intends to encourage students to take individual study more seriously, to Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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oIIer standardized exercises, to provide concrete examples, to Iocus on language use (knowledge oI language, language skills, awareness oI the nature oI learning, awareness oI the reading process, attitudes to reading: unknown words, strategies, meaning`, opportunities Ior discussion/ exchanges oI opinion).
The texts provide opportunities Ior review and expansion oI the skills throughout the term. Furthermore, the units` organization allows the student to take advantage oI individual study. The abundance oI material in the texts makes them easily adaptable to varying learner interests, student specialties, and language levels. The students can select the exercises, topics, and activities that are most relevant to their needs.
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Introduction: to the student
This book is designed to help you improve your reading, speaking and writing skills in business English. The units oI the book deal with careIully chosen texts that oIIer you the possibility oI learning speciIic vocabulary, grammar structures and Iunctional language in appropriate contexts. The tasks you will have to carry out will help you develop your language skills in an integrated way, i.e. extracting the main ideas Irom a text// taking notes// writing a report etc.
The structure oI each unit is the Iollowing: a. Basic notions b. Discussion c. Reading d. Comprehension e. Vocabulary I. Language Iocus g. Speaking h. Writing
The basic notions section provides you with the theoretical knowledge you need to approach the topic oI each unit.
The discussion section is devised to introduce you in the topic oI the unit. It consists in questions or exercises that Iorecast the subject matter to be discussed in the reading section.
The reading section contains texts that oIIer both inIormation connected with the business environment and the opportunity to improve and enrich your vocabulary with new words and expressions.
The comprehension section provides you with opportunities to express business concepts and perIorm various discussion activities.
The vocabulary section contains exercises with lexical items Irom the text and expands the learning context to the lexical areas oI the words/ expressions studied. It presents both general and specialized vocabulary and the activities initiated here require a sustained individual work with the dictionary with the aim oI building your vocabulary. Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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The language focus section starts Irom examples Iound in the text. It mainly deals with the theoretical input oI a certain grammar problem (rules, examples etc.) but it also contains diIIerent types oI exercises designed to give you practice in using the language correctly and improving your control oI grammar.
The speaking section contains diIIerent topics you could develop in an oral presentation. This may help you to become Iamiliar with circumstances in which you will have to use your speaking skills. You can also add variety to your language. The more expressions that you are able to use, the more eIIective you can be as a speaker oI a Ioreign language.
The writing section contains suggested writing activities in order to Iocus your attention on individual activities that oIIer you the possibility oI making use oI the knowledge you acquired within each unit, as a whole.
The selection oI diIIerent excerpts Irom each chapter oI the course book was made with a clear aim: to get you accustomed with various tasks and exercises you have to solve and to oIIer you a bird`s eye view oI the course, as a whole.
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I. COMMUNICATING IN BUSINESS
'Some writers have other goals (to impress, to entertain). Business communication should seek onlv to communicate.` (Lesikar, Petit, Flatley 1993: 15)
BASIC NOTIONS
1. What do you know about the Iollowing Iorms oI communication? Where/ when/ how/ by whom are they used?
FORMS OF COMMUNICATION NON-VERBAL ORAL WRITTEN COMPUTER
2. Does the process oI human communication diIIer, depending on the speciIic Iorm oI communication?
THE PROCESS OF HUMAN COMMUNICATION The message is sent. The message enters in the sensory world. The message is detected by the senses. The message goes through a Iiltering process. A response is Iormed and sent. The cycle is repeated.
3. Can you identiIy some other imperIections oI the communication process?
Meanings sent are not always received. The symbols oI communication are imperIect; e.g. communication across cultures is especially diIIicult. Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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IMPERFECTIONS OF THE COMMUNICATION PROCESS Stress on adaptation: Iitting the message to the recipients. ...................
4. Read about some Iorms oI communication in business. Can you identiIy some other examples?
FORMS OF COMMUNICATION IN BUSINESS INTERNAL OPERATIONAL: the communicating done in conducting work within a business i.e.: giving orders, assembling reports, writing memorandums, and communicating by computers T e c h n o l o g y
( c o m p u t e r ,
I a x )
a s s i s t s
i n
m a k i n g
&
s e n d i n g
t h e s e
EXTERNAL OPERATIONAL: work-related communication with people outside the business i.e.: personal selling, telephoning, advertising, and letter writing PERSONAL: non- business-related exchanges oI inIormation and Ieelings among people. It may aIIect worker attitudes, which, in their turn, aIIect worker perIormance.
5. Use the inIormation in the table below and describe the communication network in an organization you know.
COMMUNICATION NETWORK OF THE ORGANIZATION The inIormation Ilow in business can be: downward/ upward/ hori:ontal The communication channels can be: formal/ informal (adapted Irom R. Lesikar, J. Petit, M. Flatley 1993: 3-15)
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1. Discussion
1. 1. Explain the importance of communication to vou and to business. Debate upon what Peter Drucker, a well-known management consultant, states about the role of communication in business. In his opinion, the basic skill colleges teach students as future emplovees is 'the abilitv to organi:e and express ideas in writing and speaking`. Then, he continues.
'.your eIIectiveness depends on your ability to reach others through the spoken or the written word. And the Iurther away your job is Irom manual work, the larger the organization oI which you are an employee, the more important it will be that you know how to convey your thoughts in writing or speaking. In the very large organization . this ability to express oneselI is perhaps the most important oI all the skills a person can possess.
1. 2. Discuss the following statements. Do vou agree or disagree with them? All organized eIIort, including the work oI business, requires communication. Communication is vital to every part oI business. Business needs good communicators, but most people do not communicate well. By improving your communication ability, you improve your chances Ior success. The extent oI a business`s communication depends on the nature oI the business, its operating plan, and the people involved.
2. Reading
2. 1. Read about the importance of effective communication in the work place. The concluding sentence in some paragraphs of the text (1-7) has been removed. Choose the best sentence from the list below (A-I) to conclude each paragraph. There is one sentence that vou do not need. There is an example at the beginning (0 D ).
A We can only discuss them very brieIly here, although each oI these Iour is worth an essay on its own. B Encouraging a Iree Ilow oI input Irom the receiver is the best way oI ensuring that understanding has been achieved. Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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C The task oI the communicator is to change the aspect oI "Iear" into that oI "understanding". D They need to realize that successIul communication is no one-way process. E Assimilation oI a concept presented by management, or by another worker, goes a long way towards ensuring active participation, and harmonious cooperation, in the workplace. F To communicate successIully managers and supervisors have to understand the other person, and have to work hard to get the other person to understand them. G However, respect Ior the other person is an important prerequisite Ior attention getting. H The originator oI the message must play his part, too, with abundant support and encouragement. I EIIective communication requires tools and planning.
Communicating Effectively in the Workplace: Four Essential Steps
The wav companv personnel communicate with each other can make all the difference between efficiencv and ineptitude, success and failure, making monev or losing it. by Azriel Winnett
IneIIective communication is a major, yet avoidable, obstacle to business productivity. And yes, it can be avoided. Given the will, the bleakest oI situations can be turned around Ior the better. Management must Iace squarely the challenge oI Iormulating strategies to encourage personnel to communicate eIIectively. On the other hand, managers themselves have to set the example. /0 D/ On the contrary, reciprocity is the essence oI communication. This applies whether the process is conducted verbally or through the medium oI the written word. Managers are human beings involved with other human beings. They are Iar more than givers oI inIormation or instructions. Communication is as much a matter oI human relationships as it as about transmitting Iacts. /1/ The vital Iour steps in eIIective communication might well help people to correct this distorted view oI the communication process. Some call them the Iour A's oI communication. /2/ Attention. Winning the attention oI the person with whom we wish to communicate, is an obvious Iirst step. In order to achieve this goal, we must Iirst try to eliminate - as Iar as is humanly possible - what Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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experts in this Iield call "noise". This includes everything that distracts, be it noise in the literal sense, physical or emotional discomIort, personal problems, negative attitudes, or distracting mannerisms or dress. The human greeting, or inquiry about the other person's health or personal circumstances, is an eIIective catalyst in this process. To be sure, iI such introductions are Ialse or stereotyped they might serve little purpose. Real empathy, all the more so important in downward communication Irom superior to subordinate, leads quickly to the second step in the process - apprehension. /3/ Apprehension. Although this word usually carries the connotation oI "Iear", its primary meaning is "understanding". We have preIerred the term "apprehension" here primarily to retain the mnemonic oI "Iour A's" Its two meanings, however, are related; they are two sides oI one coin. /4/ Achieving apprehension is a critical part oI the communication process, but it is a very subtle one also. Managers sometimes deIend their inability to communicate by asking, "Do you understand?" This is usually an unIair question, and even the somewhat improved "What do you understand?" is oIten perceived as a threat. On the other hand, iI there is the right relationship between the transmitter and the receiver oI a message, indirect ways oI establishing the degree oI understanding will present themselves. /5/ Assimilation. As crucial as is the Iunction oI apprehension (in its positive sense as we deIined it,) it is not enough. OIten, a person has understood a message perIectly, but he or she has not accepted it. Alternatively, it is accepted in a halI-hearted manner, without any conviction. Communication is still incomplete iI he has not assimilated the inIormation into his own being. The initiator has achieved an ideal result iI the recipient has assimilated the message to the extent that he becomes one with the sender, as it were. /6/ Action. This is the Iinal step in our communication process. It is that ingredient which propels abstract or theoretical knowledge into the world oI reality. So oIten a good idea in business (no less than in other spheres) meets with Iacile acceptance or agreement, but is not translated into action. II assimilation has indeed taken place, action on the part oI the receiver should Iollow inevitably. But what we have said about the two-sided nature oI communication applies here as well. /7/ (http://www.hodu.com/business-communication.shtml)
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2. 2. Read the following text about the tvpes of communication and answer the questions.
Types of Communication "You cant do without communication and computers, thev are absolutelv kev to the success of vour business." Gwyn Myers, Management Consultant
Communication is key to any business success! Unless potential clients and customers are aware oI your business, they will not have the inIormation to contact you or to purchase your products. When they are aware oI your business, they must be able to contact it easily. Two types oI communication are essential - external and internal. External communication reaches out to the customer to make them aware oI your product or service and to give them a reason to buy. This type oI communication includes your brochures, various Iorms oI advertising, contact letters, telephone calls, web sites and anything else that makes the public aware oI what you do. Image is extremely important in external communication! Your logo should represent who you are; your letterhead should be a selling tool; your telephone message should reIlect your proIessionalism. Internal communication is essential to attracting and retaining a talented staII. You must provide the direction Ior the company by consistently communicating that message; you must motivate your staII through various Iorms oI communication, which can include awards, newsletters, meetings, telephone calls and Iormal and inIormal discussions. EIIective communication requires tools and planning. The tools that Iacilitate that key element oI your business communication, can be grouped into 1) basic communication tools, 2) computers, and, 3) the Internet. (http://www.myownbusiness.org/s3/#1)
3. Comprehension
Answer the questions.
What do you think Gwyn Myers means by being 'aware oI your business? What communication means` give the customer 'a reason to buy? What motivates the company staII? Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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4. Vocabulary
Read the text that highlights the importance of mastering modern communication technologv in business bv giving advice on what to do or not do when using modern technologv. Build the word familv of the words written in bold.
Top Ten Do's and Don'ts 1op ten do's
1. Gain the capability to do word processing, spreadsheets, presentations and e-mail. 2. Consider using an accounting soItware program appropriate Ior your business. 3. Consider a laptop computer iI your business requires mobility. 4. Learn digital technology including use oI pictures Ior marketing purposes. 5. Consider using a headset Ior cordless and cell phones. 6. Plan ongoing internal communications including awards, newsletters and discussions. 7. When leaving messages, clearly and slowly repeat your name and number. 8. Use a remote Voice Mail answering system rather than an answering machine. 9. Use separate dedicated phone lines Ior your business and Iax lines. 10.Develop a logo to represent who you are: Ior stationery, signs, cards and website.
1op ten don'ts
1. Don't start your business without knowledge about and possession oI computer tools. 2. Don't overlook making regular external back-ups to computer programs. 3. Don't overlook the Internet as an important business tool. 4. Don't purchase more equipment than will meet your need Ior the next two years. 5. Do not spend Ior a top-oI-line computer unless it is required in your business. Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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6. Do not sign up Ior extended time periods on any service including phone and mobile. 7. When plans change, be sure to request inIormation on communication plans that more closely meet your new requirements. 8. Don't Iail to exercise your rights on return policies within time limits allowed. 9. Don't Ieel an 800 number is important unless you are receiving orders by phone. 10.Do not sign up Ior long term plans with Internet Service Providers. (http://www.myownbusiness.org/s3/#1)
5. Language focus
THE RIGHT WORD
The two most important aspects oI word choice in business communication are: Correctness EIIectiveness
In order to achieve these text characteristics you should pay attention to the Iollowing tips:
Strategies Communication targets Use Iunctional words correctly. Functional words express relations among content words and have only one unchanging meaning in any given context (e.g. conjunctions, prepositions, articles, and pronouns) Use them correctly! Choose content words careIully: they carry the meaning oI the sentence (e.g. nouns, verbs, adjectives, and adverbs) Develop your ability to choose the right content words Ior your message! Pay attention to connotation and denotation. Denotative meaningdictionary meaning Connotative meaningassociative meaning Use terms that are low in connotative meaning! Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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Mind abstraction/ concreteness oI the words you use. Abstract words: concepts, qualities, characteristics Concrete words: stand Ior something particular, they are clear and exact Use speciIic terms whenever possible. Use abstractions only when necessary. Choose strong words! These are the nouns and the verbs not the adjectives and the adverbs. Use Iamiliar words (but avoid overworked terms). Use short words rather than longer ones. Do not turn verbs into nouns and adjectives it weakens your writing style. Be clear, concise and accurate! Avoid biased language (sexist, racial, ethnic, age disability) Be Iair and objective in content! (adapted Irom Bovee, Thill 1992: 113)
5.a. Read the following list of words and group them into two categories. familiar/ unfamiliar. Find some other examples.
5. b. Use the following pairs of words correctlv in sentences of vour own, after vou discuss the differences in meaning.
accede exceed accept except access excess allot a lot born borne complement compliment discreet discrete levee levy loath loathe material materiel moral morale shear sheer Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
5. c. Find some other pairs that can be easilv confused. Use them correctlv in the appropriate context.
6. Speaking
Take into account the following positions. companv president, chief accountant, supervisor, business consultant, and worker. To what extent is the abilitv to communicate important to the successful performance of each of them? Address the question to some other fobs vou consider worth discussing. How much personal communication should be permitted in a business organi:ation? What companies require extensive communication and what companies require little communication? Discuss the list vou have made with vour colleague.
7. Writing
In not more than 200 words, describe the network of communication in an organi:ation with which vou are familiar.
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II. PROFESSIONAL COMMUNICATION
BASIC NOTIONS
Communication is deIined as an exchange oI messages resulting in shared meaning. ProIessional communication is a specialized exchange oI messages resulting in shared meaning.
Discussion
KEY ELEMENTS OF PROFESSIONAL COMMUNICATION
1. 1. Describe the kev elements of professional communication mentioned in the chart vou will find in the course. Feel free to enrich the list with some other characteristics defining professional communication.
1. 2. Which of them are, in vour opinion, highlv important for the business communication? Defend vour view.
1. 3. Identifv the tvpes of technologv used primarilv in internal and external- operational communication to transmit messages.
Speaking
Describe how managers use communication. Emplovees belong to various groups, each with their own characteristics. What role does communication plav in establishing their membership in each group? Give examples. Choose two fobs vou might like to have after vou graduate. What communication skills do vou think would be most important to vou in these positions?
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Writing
Think of an organi:ation vou are familiar with and make a list of the means used for downward communication (i. e. methods used bv top executives to inform individuals about the organi:ation itself, organi:ation policies, emplovee or member responsibilities etc.). Compare vour list with another, described bv one of vour colleagues. Which of the svstems described is better? How could the organi:ation improve its downward communication?
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III. TYPES OF COMMUNICATION
BASIC NOTIONS
When diIIerent types oI communication are discussed one should consider mainly the varieties (non-verbal/verbal; oral/written) and Iunctions these types exhibit. The course describes them in detail, together with their main characteristics and importance.
Speaking
Is written communication or spoken communication more susceptible to be misunderstood and misinterpreted? Jerbal communication skills are verv important in business. Evaluate vour own skills in this field, present them to vour colleagues and ask their help. how can vou improve them?
Writing
Think of a communication experience vou have had recentlv. Describe it taking into account the main elements communication involves (sender, receiver, the message, the transmission channel, feedback, anv possible barriers which affected the communication process).
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IV. COMMUNICATION STYLES
BASIC NOTIONS
Composition is deIined as the process oI draIting a message. When composing the message you should create a tone that suits the particular situation you are reIerring to. You can do that by using the right style.
The particular way you use words to achieve an overall impression or a certain tone in your message is the style oI that message.
Read and, if possible, improve the table below.
types of style/registers types of style (another classification) key elements for a successful business style Formal
informal ForceIul Chose a warm but businesslike tone Passive Emphasize the positive. Personal Establish credibility. Impersonal Be polite. ColorIul Project the company`s image. Colorless ..............
Discussion
There alwavs exists a companv stvle vou should be prepared to adfust to as an emplovee. Think of a companv whose emplovee vou would like to become. What do vou know about that companvs stvle? Could vou subordinate vour own stvle to that of the companv vou chose?
When delivering speeches and presentations vou have to decide on the stvle vou will use casual or formal. Identifv some particular events and topics, decide upon the appropriate stvle and give vour reasons for the choice vouve made.
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Reading
Read the following text about stvle in business communication.
Have you got style?
Most people connect the word stvle with Iashion, particularly with clothes. In a sense, language too is either "dressed up" or "dressed down", depending on the situation you are in or who you are talking to. Style covers a variety oI subjects but two aspects oI style which are vitally important in business communication are Iormality and diplomacy. Formality. English is diIIerent Irom many other languages in that its spoken Iorm diIIers considerably Irom its written Iorm. Naturally, written English tends to be more Iormal. Spoken English contains a great many contractions such as "its", meaning "it is" or "it has", "Ive", meaning "I have", "hes", meaning "he is" or "he has", "wed", meaning "we would" or "we had". These contractions, used widely in conversation, are not used in written English (except, perhaps, in inIormal Iriendly letters). They would not be used in a Iormal letter or report. Another aspect oI Iormality which is important in report writing, Ior example, is the use oI the passive voice. II you were giving advice in spoken English, Ior example, you would probably use an "active" sentence, such as "II I were you, I'd relocate the Iactory." This type oI sentence would not be used in a business letter or report. The sentence would probably read: "It is recommended that the Iactory be relocated." In Iormal written English, it is also oIten preIerable to avoid using personal pronouns, such as I or we, in order to make the text more impersonal. Diplomacy. In addition to Iormal written style, English also has a unique diplomatic spoken style. Native speakers oIten try not to sound too direct. Examples oI this tactIul style include using Id like instead oI I want, e.g. "I'd like to hear your proposals", rather than "I want to hear your proposals... Another example is "Perhaps we should now consider..." rather than "Now, it's time to consider...". Native speakers also try to avoid giving an unnecessarily negative impression. For example, instead oI saying "That is impossible" they say "That is not verv likelv". Or, instead oI saying, "Wednesdav is impossible" they might say "Would Mondav be more convenient? Notice the use oI would which gives a more tentative sound to a Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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statement or question. For example, "That is too expensive" can become "That would be rather expensive". Statements are usually soItened by qualiIiers such as rather, somewhat, quite, some etc. For example, "I dont fully agree" or "There is a slight problem". ModiIying your language in this way can be a useIul tactic in business dealings when you are trying to establish a pleasant cooperative atmosphere, particularly with people oI other cultural backgrounds. Indeed, in many business meetings and negotiations such diplomatic use oI the English language can be a very positive aid to avoiding direct conIrontation with your counterparts and a useIul tactic. Non-native speakers whose own language is Iar more direct may Iind it odd to use such diplomatic language. However, they should at least be aware oI its existence, especially iI they are doing business with native speakers oI English. (http://www.linguarama.com/ps/294-6.htm)
Comprehension
Write questions, relating to the text, to which these could be the answers.
1. Formality and diplomacy are vitally important in business communication.
2. Its spoken Iorm diIIers considerably Irom its written Iorm.
3. The use oI the passive voice.
4. An example is "Perhaps we should now consider..." rather than "Now, it's time to consider...
5. QualiIiers such as rather, somewhat, quite, some etc.
6. The diplomatic use oI the English language.
7. Non-native speakers whose own language is Iar more direct.
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V. EFFECTIVE LISTENING. THE AUDIENCE
BASIC NOTIONS
Listening represents a vital skill in business.
Do you usually listen according to the Iive steps mentioned in the table below? Which oI the three types oI listening do you preIer? Why?
steps in listening 1. sensing
types of listening 1. content listening (understand and retain the message) 2. interpreting 3. evaluating 2. critical listening (evaluate the inIormation) 4. remembering 3. active/ emphatic listening (to understand the other person) 5. responding
What type oI a listener are you?
types of listeners SelI-centered: superimpose their experience on yours. DeIensive: they view every comment as a personal attack Good/ eIIective: receptive to both inIormation and Ieelings.
Does audience represent a problem Ior you? In what respect?
profile needs (information, motivational, practical) Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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audience
take into account:
Audience`s size and composition (Who?)
Reaction (How? Why?)
Level oI understanding (How much?)
Relationship with the sender oI inIormation (What type?) a. Make the diIIerence: what do they want/ need to know? Anticipate possible questions. Mind the quality oI inIormation (accuracy, logic, importance, speciIicity) b. Try to win the audience to your point oI view (agreement). c. Current problems audience may Iace: lack oI time, distraction, and problem priority. Overcome them by: a convenient Iormat oI your message, use devices that make the message easy to understand (summaries, overviews, headings, lists, appendixes, handouts, charts, graphs etc.)
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VI. AVOIDING DISCRIMINATION IN COMMUNICATION
Possible situations in which discrimination by communication occurs a. the interview Ior a job (discriminatory questions) b. giving/ checking reIerences Ior a post c. employment testing d. others......
Discussion
Read and comment the table above. Can communication be discriminatorv in certain situations? Explain. Is distorted information a source and a tool of discrimination in communication?
Reading
Read the following article about language discrimination and decide whether the following statements (1-7) are true (T) or false (F).
1. Language discrimination is based on the type oI style used while speaking. 2. Sometimes people loose their jobs Ior the way they speak. 3. People talking to someone who doesn't speak exactly like them do not Iind it diIIicult to communicate with that person. 4. Communication barriers originate Irom social inequality. 5. There is language discrimination in the workplace. 6. A Mutual LiIe Insurance is related to English-speaking proIiciency. 7. In American schools there is discrimination against children whose home language was "black English."
Language Discrimination: Is it fair? by Suzanne Crisanti
Language discrimination is when a person is treated diIIerently Ior the way he or she speaks. It is not based on a person's appearance, but Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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strictly on the type oI style used while speaking. This is wrong! Because oI this, people who are discriminated against Ior the way they speak may Iind it diIIicult to get a job. Some people have even lost their job Ior the way they speak. However, communication may not be the only barrier Ior people. While talking to someone who doesn't speak exactly like you do you ever Iind it diIIicult to communicate with that person? Do you Ieel Irustrated, upset, and even angry? This is not uncommon. People have diIIerent ways oI communicating with others that are inIluenced by where they are Irom. A question may be asked but the desired response may not be given because that person answered the question according to the way he/she understood it. Yet, the person who asked the question might think that the response was one way oI dodging the question. There are many communication barriers that exist among various races and groups oI all sorts which includes ethnic, regional, and socio- economic. This is related to the way people treat those types oI people. The chart above shows historical Iactors as being the primary cause Ior social inequality. Following the arrows, you can see how each part oI the chart is related to one another. It is interesting to see that iI a person has trouble communicating to people living in a particular area how easy it becomes Ior them to make that person Ieel lesser when they speak. Language Discrimination in the Workplace (Meyer v. Nebraska): In 1919, the Nebraska Supreme Court Iound Robert Meyer guilty Ior teaching a young student a Bible story in German. However, the United States Supreme Court rejected this decision on the basis oI the Fourteenth Amendment. Language Discrimination in the Consumer Industry (Kim v. Northwestern Mutual LiIe Insurance Company): A Korean-American Iamily sued Northwestern Mutual LiIe Insurance Company Ior its denial oI an application related to English-speaking proIiciency. The company apparently has a requirement that applicants Ior insurance must be English-proIicient. II not, their application is denied. The case resulted in a settlement. Northwestern could no longer deny people insurance because they do not speak English well enough. Language Discrimination in Education (Martin Luther King Junior Elementary School Children et al., v. Ann Arbor School District): The main issue in this case was alleged discrimination against children whose home language was "black English." The court decided that it was appropriate that the School Board take steps to help the teachers better understand and recognize the language spoken at home by the children. (http://www.uwm.edu/Course/350-192/discrimination.html) Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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VII. COMMUNICATION AND RECRUITEMENT
BASIC ELEMENTS
Read about the essential use of communication in recruitment activitv. Consider the steps vou have to take, the activities vou should perform and the skills vou mav be required in applving for a fob. Do vou have suggestions of vour own to improve the table below?
Essential use of communication in recruitment activity
steps activities skills required the job search - analyze your work skills and qualiIications - list your best prospects Ior employment (build a network oI contacts) - develop a strategy Ior selling yourselI - analytical and synthetic judgment - assessment ability - creative thinking .............. .............. the interview - apply Ior an interview - attend the interview 1. Skills Ior the position you apply Ior: - Iunctional skills (leadership, speaking ability, ....... - education and experience - personal characteristics (i.e. outgoing, articulate, great with people, aggressive, .) 2. Skills Ior the interview and the written documents you have to produce - speaking and writing skills - use correct business vocabulary - use correct grammar - ............. the job application - write your CV (resume) - write the application letter (cover letter) Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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VIII. WRITING EMPLOYMENT DOCUMENTS
THE APPLICATION LETTER
Application letter examples Read the following letters. Discuss their content (logical sequence of ideas, accuracv, tone, stvle, lavout etc.). Notice what are the points the applicants are making.
1707 Guernesey Lane Austin, TX 78759
6 June 1997
John G. Holloway Brackenridge Hospital 4505 W. Tom Thumb Ave. Austin, TX 78703
Dear Mr. Holloway:
I am writing in response to your classiIied ad in the Austin-American Statesman Ior Assistant Director oI Materials Management. Based on my experience and continuing education, I believe that I am qualiIied to Iill this position.
For the past Iour years, I have been employed in the materials divisions with two diIIerent manuIacturing companies, XETEL Corporation and Fisher Controls International. My experience there has ranged Irom controlling, buying, analyzing, to planning materials.
Currently, I am attending night school at Austin Community College where I lack only nine hours to complete my Associate Degree in Business Administration. When I complete this degree, I hope to return to St. Edward's University to complete my course work Ior a degree in Technical Business.
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Brackenridge Hospital and the Children's Hospital supply such a vital service to the Travis county area that I would be proud to be a part oI your team. I hope to get a chance to discuss my qualiIications and goals with you. I can be reached at (512) 877-0991 aIter 5 p.m.
Personnel Assistant JD Employee Credit Bank oI Texas P.O. Box 32345 Austin, Texas 78745
Dear Personnel Assistant:
I am writing about your newspaper ad in the August 1 Austin-American Statesman concerning your need Ior an experienced programmer in the database environment. I believe that I have the qualiIications and experience that you are looking Ior.
As Ior my experience with database programming, I have worked Ior the past year as a programmer/analyst in the Query database environment Ior Advanced SoItware Design. In that capacity, I have converted a large database that was originally written in a customized C language database into the Query database environment. I am currently working on a contract with Texas Parks and WildliIe to make major modiIications to its existing Query database application. On both oI these assignments, I have also served as customer contact person.
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Related to this database-programming experience is the work I have been doing to write and market an automated documentation utility Ior Query database applications. This product was written using a combination oI C, Pascal, and Query programming languages. I was responsible Ior the authorship oI the Pascal and Query programs. The Pascal programs are completely responsible Ior the user interIace and system integration management.
Enclosed you will Iind a resume, which will give you additional inIormation on my background and qualiIications. I would welcome a chance to talk Iurther with you about the position you are seeking to Iill. I can be reached by phone between 9:00 a.m. and 6:00 p.m. at (512) 545- 0098.
Sincerely,
Virginia Rementeria Encl.: resume (http://www.io.com/~hcexres/tcm1603/acchtml/applex2.html)
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CURRICULUM VITAE
BASIC NOTIONS RESUME LAYOUT
A resume should contain:
name and address, phone number career objective: be as speciIic as possible education: it contains: the school you most recently attended, list Ior each school you attended (the name and location) work experience: should list all the related jobs you`ve had activities and achievements: projects, community service activities personal data (hobbies, etc) other relevant facts: miscellaneous Iacts: Ioreign languages proIiciency, computer expertise, date oI availability, reIerences
Writing
Write vour resume according to the standard procedure being careful to include the elements below.
Arrange logically the inIormation on education (dates, institutions, degrees, major Iield); employment (dates, places, Iirms, duties); personal details (interests, memberships, achievements), special inIormation (achievements, qualiIications, abilities), reIerences. Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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IX. INTERVIEWS
BASIC ELEMENTS The interview is a planned conversation with a specific purpose involving two or more people.
Types of interviews job interview (directed, less Iormal, unstructured, simultaneous, simulating, stress interview etc.) inIormation interview persuasive interview exit interview evaluation interview counseling interview conIlict resolution interview disciplinary interview (Irom C. L. Bovee, J. V. Thill, Business Communication Todav, New York: Mc Graw Hill Inc., 1992.)
Discussion
Work in groups. Choose one of the eight tvpes of interviews from the table above and make a list of some specific communication skills vou suppose it calls for. Present the list to the class and bring arguments in favour of vour choice.
Trv to find similarities and differences between the interviewer and interviewee (purpose, skills thev need, stvle etc.). Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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X. BUSINESS CORRESPONDENCE
BASIC NOTIONS
Types of business correspondence inside the Iirm: memos, minutes, reports outside the Iirm: business letters (oI inquiry, complaint order, warning etc.)
Steps (i) Steps (ii) Type
1. planning 1. deIining the purpose General: to inIorm, persuade, collaborate SpeciIic: to present speciIic data., to convince somebody to do something, to help somebody to do something 2. analyzing the audience (audience proIile) Small/ large InIormed/ uninIormed Specialists/ casual public motivated/ unmotivated etc. 3. establishing the main idea It should make a statement about the topic. 4. selecting the channel and medium Oral/ written communication
2. composing The result should be a well organized message, with: - clear subject and purpose, - inIormation related to the subject and purpose - logically grouped and presented ideas - all necessary inIormation included
3. revising
Review the message Ior content and organization Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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XI. COMMUNICATION INSIDE THE FIRM
MEMOS
MEMO LAYOUT The memo is usually used Ior the routine, day-to-day exchange oI inIormation within a company. A typical memo contains:
Date: To: From: Subject:
Many organizations have memo forms printed and contain the 4 pieces oI inIormation (arranged in almost any order, as long as they are present).
MINUTES
MINUTES LAYOUT
SUBJECT: DATE: PRESENT: (attendees are listed, generally by rank, in alphabetical order, or in some combination) ABSENT:
THE BODY OF THE MINUTES includes all major decisions reached at the meeting, all assignments oI tasks to meeting participants, all subjects that were deIerred to a later meeting it objectively summarizes important discussions and the names oI those who contributed major points Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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additional documentation may be added, iI necessary (i.e. tables, charts, reports etc.
CLOSE ending Iormula: Submitted bv (signature oI the person who took the minutes, Iollowed by the typed name and position oI the person); the typist initials should be added iI someone else typed the minutes.
REPORTS
BASIC NOTIONS
A business report is an orderly and objective communication oI Iactual inIormation that serves a business purpose.
Prerequisites of a good report: CareIully prepared Unbiased approach Based on real events, objective records and accurate data UseIul Ior the organization
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1he body of the letter Introduction: it says why you are writing The main message: details The close: it usually mentions a Iuture, planned activity
1he ending of the letter
Closing Iormula
The signature
1he name (typed)
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XIII. BUSINESS LETTERS
Classification
By function By message direction Miscellaneous Direct requests/ Routine inquiries
I. Initiating letters
II. Response letters ReIusing a request Inquiries about people Adjustment grants Favourable responses/ Routine, good-news, and good-will messages Adjustment reIusal Bad-news messages/ Claims Credit reIusal Persuasive messages Sales letter Orders Order acknowledgements (adapted Irom Bovee, Thill 1992: 70 and Lesikar, Petit and Flatley 1993: XVII)
Discussion
You have here a long list of letters that can be written in business environment. Read the list and trv to figure out what particular situations do thev serve for. Describe the situation in vour own words. Trv also to assign them to a particular tvpe from the table above.
letters oI acceptance letters accepting a job oIIer letters acknowledging orders letters oI appreciation letters approving credit letters oI authorization letters checking a reIerence letters Ior claims and adjustments letters oI condolence letters oI congratulations letters conveying news about products letters oI job application letters oIIering a job letters placing orders letters providing credit reIerences letters oI recommendation letters replying to requests letters requesting action/ credit/ inIormation/ a recommendation/ a time extension letters oI resignation letters responding to customer claims Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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letters declining a job oIIer letters denying routine requests letters giving unIavourable replies to orders letters oI greetings letters oI inquiry
sales letters reminder letters order conIirmation order letters response letters request letters Iollow-up letters
Writing
Write a letter of inquiry and booking accommodation using the following information.
you require a single room the dates are Irom 20 May to 23 you need a room with shower and seashore view You would like to have conIirmation that your room will be available at the required date, Irom 9 a.m.
Write a letter in which vou complain about the poor qualitv of the after- sales services of the firm that sold vou 20 computers and 2 OHPs, including the following suggestions. begin with a reIerence to the date oI the original letter oI complaint and to the purpose oI your letter express your concern over the writer`s troubles and your appreciation that he has written you conclude cordially, expressing conIidence that you and the writer will continue doing business
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XIV. BUSINESS REPORTS
BASIC ELEMENTS
Essentials in report writing format letter, memo, manuscript style Iormal/inIormal, impersonal/personal organization grouping oI ideas
Discussion
Which are the factors that affect the report format, stvle and organi:ation? What tvpes of reports do vou know?
Consider the following and fill in the table below with the corresponding tvpes of reports.
Origin: who initiated the report? (yourselI voluntary report; another person authorized reports) Subject: What subject does the report cover? (economic, accounting, .) Timing: When is the report prepared? (routine/ special reports) Distribution: Where is the report being sent? (internal/ external reports) Purpose: Why is the report being prepared? (inIormational reports Iocused on Iacts; analytical reports that include analysis, interpretation, conclusions, recommendations) Probable reception: How receptive is the reader?
Types of reports Voluntary/authorized Technical, business etc. Routine/ special Internal/external ...... ........ .........
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XV. PRESENTATIONS
BASIC NOTIONS: the components oI a presentation; presentation making: techniques and strategies
Definition: A presentation is a prepared talk given by a speaker (the transmitter) to one or more listeners (the receivers)
Elements of an effective presentation Targets organization of information structure transparency content organization inIormation level Delivery of information 1.image (Iormal/inIormal; relaxed/ high powered etc.) 2. audience Ieatures 3. non-linguistic techniques 4. linguistic techniques (sentences, voice, silence, humour, questions) 5. technical support (slides, diagrams, transparencies, handouts etc.) use of language vocabulary grammar pronunciation Iluency logic care for the audience never Iorget the audience let them ask questions or make comments (Ieedback)
Speaking
Present some advantages and disadvantages of getting feedback during a presentation. Discuss some good and bad techniques of using visuals. Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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Make a presentation to a hvpothetical group of investors that mav help vou begin a new business.
Writing
Prepare outlines for the following speaking situations.
a Iive-minute talk to 15 workers that must improve the quality oI their work. A 10-minute inIormative presentation to a group oI high school pupils interested in attending the Faculty oI Economics A 20-minute sales presentation to a 5-member group oI top executives interested in ordering some oI your products.
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XVI. BUSINESS MEETINGS
PLANNING AND STEPS OF A MEETING
BASIC NOTIONS
DeIinition: The gathering together oI a group oI people Ior a controlled discussion with a speciIic purpose.
Essential elements of a meeting PURPOSE: Problem-solving, idea- gathering, training AGENDA (list oI points) MEMBERS: the chairman, the secretary, the other participants RESULT (the goal oI the meeting) REPORT: the minutes oI the meeting
Prerequisites of a good meeting: good chairing skills: controlling, directing conversation towards conclusions, bringing people in, stopping people talking, keeping an eye on the time, controlling decision-making, indicating Iollow-up tasks good participating skills: listen actively, clariIying problems, sticking to the point good language skills: asking Ior repetition and clariIication, preventing irrelevance, paraphrasing, summarizing good behavioural skills
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XVII. NEGOTIATING IN BUSINESS
BASIC NOTIONS
Consider the negotiating process an exchange oI inIormation and opinions whose target is to obtain a mutually acceptable solution.
It is important Ior a businessperson to constantly improve his/her negotiating skills. ThereIore he/she has to be well inIormed, to know his/her goals, to seek the best solution Ior both parts, to resist pressure etc.
Discussion
Evaluate the importance of negotiating in business. Can vou imagine business world without negotiations? How would it look like? What are, in vour opinion, the most important elements of a negotiation? Is it advisable to negotiate when applving for a fob? State vour reasons.
What is, in vour opinion the kev to being an effective negotiator? Here are some tips for achieving this essential business skill, but thev are not arranged in the order of their importance. Would vou find their right sequence?
do your homework: gather inIormation that supports your position resist the pressure to cave in: time pressure, Iear oI loss, extreme proposals know what you want: deIine your goals consider the other person`s needs: see that the other person beneIits too rehearse: the more you rehearse, the better your perIormance will be; practice what you will say know your strengths and weaknesses: minimize your disadvantages and make the most oI your strong points search Ior mutually satisIactory solutions: look Ior compromises that result in joint gain Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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Negotiating interculturally
A. It is well known that there are cultures in which a deal is not a deal unless bargaining is involved. Can vou give some examples?
B. There are people that consider customarv and necessarv to win some concessions. How do vou behave when vou have to negotiate?
C. Elements of intercultural communication are verv important and should be considered carefullv in the negotiating process. It is well known, for example that is not advisable to send a businesswoman to negotiate with vour Arab or Japanese partner. Can vou explain whv? Give other examples vou know.
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XVIII. INTERCULTURAL ASPECTS OF BUSINESS COMMUNICATION
BASIC ELEMENTS
Culture: The way people in an area view human relationships. A shared system oI symbols, belieIs, attitudes, values, expectations, and norms Ior behaviour.
Cultural differences affect communication in two major ways: diIIerences in body positions and movements diIIerences in attitudes toward various Iactors oI human relationships (time, space, intimacy etc.)
body positions and movements attitudes toward: Sitting/ hunkering TIME (e.g. punctuality) Manners oI walking SPACE (e.g. distance between interlocutors) Manners oI communicating with body parts (head, hands, arms etc.) ODOURS (e.g. body odours) Eye movement FRANKNESS (e.g. directness in relationships) Handshaking, touching RELATIONSHIPS (e.g. roles and status: intimacy among people varies, superior/subordinate relations, women role) Smiling VALUES (attitude toward work, employee-employee relations, authority) SOCIAL BEHAVIOUR (e.g. aIIection, laughter, emotion, animation displayed) (adapted Irom Lesikar, Petit, Flatley 1993 and Bovee, Thill 1992)
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Business communication techniques are aIIected by cultural diIIerences; e.g. letter-writing techniques are not universally acceptable; they`re certain barriers both to written and to oral communication.
Communication across cultures could be improved by: word processing communications soItware translation
Discussion
Explain the language equivalencv problem as a cause of miscommunication (the huge number of languages used 3000, their difference in grammar and svntax, words with multiple meanings, difficult equivalencv in translation)
What can one do to overcome the language equivalencv problem? Universitatea 'Babes-Bolyai Facultatea de Stiinte Economice Catedra de Limbi Moderne Aplicate n Economie
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BIBLIOGRAPHY
BeresIor, Cynthia. Business Communication. Practical Written English for the Modern Business World, BBC English by Radio and Television, 1984. BeresIord, Cynthia. Business Communication. Practical Written English for the Modern Business World, BBC English by Radio and Television, 1995. Bovee, Courtland L, Thill, John V., Business Communication Todav, McGraw-Hill, Inc., New York etc., 1992. Brieger, N, S. Sweeney. The Language of Business English. Grammar and Functions, Prentice Hall, New York, 1994. Lasswell, D. Harold. Structure et fonction de la communication dans la societe, in Sociologie de la inIormation, textes Iondamentaux, Paris, Larousse, 1973. Lesikar, R., J. Petit, M. Flatley. Basic Business Communication, IRWIN, Illinois, 1993. Matthew, Candace, Joanne Marino. Professional Interactions. Oral Communication Skills in Science, Technologv, and Medicine, Prentice Hall, New York, 1990. Nevin, Edward. Textbook of Economic Analvsis, Third Edition, Macmillan: London, 1971.