Business Management

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Chapter 1

This chapter starts out by telling the reader that there are many different options for the ways that businesses can get their message out to consumers. Through various forms of communication, firms are able to establish and build a relationship with their customers. We then find the model of communication process. This is a model that describes the way that we encode and decode everyday messages. For example, the person to initiate contact is called the sender, and the sender's message is encoded and sent to the receiver, who is able to decode and process the message. The receiver can then encode a message to send right back to the original source. Making sure that you are using the right methods of communication with your customers is absolutely essential.
In order to better reach consumers, many marketing researchers have begun to study the field of semiotics, which is studying how people convey certain messages. These studies will help businesses in the future to be able to form better relationships with their customers.
This chapter goes on to talk about the idea of channels. A channel is the way that a message travels from the sender to the receiver. There are many different channels that can be used by businesses. The main way that channels are defined is by either being personal channels, which would be direct selling, where the business actually gets directly in touch with the customer, or non-personal channels, which would be mass television advertising, or radio ads.
Another factor that is very important in the communication process is the field of experience that the receiver has. The field of experiences relates to the different activities that the receiver can personally relate to. This helps with the communication process.
One thing that definitely does not aid the communication process, however, is noise. Noise is all of the outside distraction which may prevent your message from getting properly decoded by the receiver. It is easy to see how problems could arise as a result of miscommunication related to noise.
After the message has been encoded, sent, received, and decoded, there is still are still more important factors in the communication process. For example, after the message has been fully received, the receiver now has the chance to respond to the sender. This is called feedback.
In order for a business to be effective, they must be sure that they are trying to communicate with the right customer base.

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