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Marketing

How can you effectively communicate with someone who has difficulty with the English language?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Concept explainers

Communication Challenges

Communication can simply be defined as a mutual exchange of information with specific intent. It is an omnipotent fact of life and the basis for every activity carried out in society. However, communication carried out in the course of business activity can be termed business communication. Communication is the most essential part of business and involves a constant flow of information. Effective communication in a business environment is crucial to the survival and success of an enterprise. Lack of effective and efficient communication can prove to be fatal to a business.

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Proxemics can be defined as the amount of space people unconsciously structure around themselves and others. The spatial zones that we use to communicate with others varies by culture. According to a study conducted by Hall, there are four zones of space that individuals use in the Western Hemisphere when communicating. Intimate is usually 0-18 inches and includes close family, significant others, romantic partners, and/or very close friends. Personal is 18 inches-4 feet and includes others that we feel comfortable communicating with. This group includes friends, relatives, and colleagues. The social zone is 4-12 ft and is usually the most comfortable professional setting. This zone includes student-teacher conferences, and business meetings. The public zone consists of 12 ft and beyond. This zone is usually used for public speaking events or performances. O'Hair, Dan, et al. Real Communication. eBook, Macmillan Higher Education, 2020, pp. 116-118 Perlaza, Carlos. Nonverbal…
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