Communication customer service advanced vocational training (PÃ©️rez Feijoo, HÃ©️ctor Marcos(Author)) (z-lib.org)

Professional certificates Communication & Customer Service Héctor M. Pérez Feijoo Jorge M. Pérez Hernández Lía López González Carmen Caballero Bravo www.mhe.es Advanced Vocational Training Course Communication & Customer Service Héctor Marcos Pérez Feijoo Jorge Manuel Pérez Hernández Lía López González Carmen Caballero Bravo Technical advisor María Vicenta Sanchís Martín MADRID - BARCELONA - BOGOTA - BUENOS AIRES - CARACAS - GUATEMALA - MEXICO NEW YORK - PANAMA - SAN JUAN - SANTIAGO - SÃO PAULO AUCKLAND - HAMBURGO - LONDRES - MILAN - MONTREAL - NUEVA DELHI - PARIS SAN FRANCISCO - SIDNEY - SINGAPUR - ST. LOUIS - TOKIO - TORONTO Communication & Customer Service. Advanced Vocational Training This book shall not be partially or fully reproduced, neither digitalised nor transmitted through any means, whether electronic, mechanic, photocopies, recordings or other ways, without prior written consent by the holders of the Copyright. Please contact CEDRO (Centro Español de Derechos Reprográficos, www.cedro.org) if you need to photocopy or scan parts of this book. All rights reserved © 2013, regarding the first edition, by: McGraw-Hill/Interamericana de España, S.L. Edificio Valrealty, 1.a planta Basauri, 17 28023 Aravaca (Madrid) ISBN: 978-84-481-8546-6 Original book: Communication & customer service © 2012, regarding the first edition in spanish, by McGraw-Hill Interamericana de España, S.L. ISBN original edition: 978-84-481-8086-7 Publishing team: Pablo Regueiro, Marta Reyero Sáez, Caja Alta Edición & Comunicación S.L, Antonio Aguilella Asensi and Audrey Bourke. Translation: Antonio Aguilella Asensi. Pictures: 123rf and McGraw-Hill’s image stock. Illustrations: Age Fotostock, Valentín Ramón. Layout: Caja Alta Edición & Comunicación. Cover design: rload.es Book design: dfrente.es Introduction The book you are holding in your hands, Communication & Customer Service, is a clear and updated text that highlights the practical issues of business communication in order to provide you with the skills required for this module of the Advanced Vocational Training Course in Administration and Finance or in Managing Assistance you are studying. When dealing with such a broad and diverse subject, the aim of being extremely exhaustive might lead to inefficiency and confusion. Therefore, this text tries to escape from dogma and impositions. Our goal is to develop every aspect of the curriculum, but also to provide open alternative solutions to the problems in business communication. Specifically, this trend is expressed in the type of activities that are included throughout the book. Along with the most common activities for the settlement and testing of the knowledge gained by students, we include others that are more open and participatory, consistent with the characteristics of this subject and supported by text and web references. In addition, we want to make the development of these activities easier for students and teachers, and for this purpose we provide some patterns that, within a flexible framework, will guide the process of solving problems. Accessibility is another major advantage of this book. Along with a clear and direct language, we have included multiple resources such as diagrams, graphs, tables and images that allow a simple and flexible interpretation of the content. We have also carried out a careful selection of documentary sources and references to web pages. In short, this text is designed as a practical introduction to a very large area by means of direct and simple language and supporting examples, problems and real documents that students will encounter in their future working life. These supporting materials will complement teaching performance by suggesting potential ways to expand the knowledge of students about this exciting subject: business communication. The authors Contents Business organizations 1 1. The company as an organization ................................................................................................................................................................................ 8 2. Types of business organizations ................................................................................................................................................................................10 3. Functions in the organization: planning, management, organization and control ....................................................................................12 4. Departments in the company. Organizational charts ........................................................................................................................................15 5. Decision-making .............................................................................................................................................................................................................. 17 6. Corporate identity and corporate image ................................................................................................................................................................20 Summary ..................................................................................................................................................................................................... 25 Test review .................................................................................................................................................................................................. 26 Check your learning .................................................................................................................................................................................. 27 The communication process 2 1. Elements involved in the communication process ...............................................................................................................................................30 2. Barriers to communications ........................................................................................................................................................................................39 3. Solutions to communication barriers ....................................................................................................................................................................... 41 4. Differences between communication and information .....................................................................................................................................42 Summary ..................................................................................................................................................................................................... 43 Test review .................................................................................................................................................................................................. 44 Check your learning .................................................................................................................................................................................. 45 Communication within the company 3 1. Communication within the company. Types .........................................................................................................................................................48 2. Internal communication ...............................................................................................................................................................................................50 3. External communication ..............................................................................................................................................................................................55 4. Communication on a crisis...........................................................................................................................................................................................61 5. Communication networks ...........................................................................................................................................................................................63 6. Communication as a source of behaviours .............................................................................................................................................................65 Summary ..................................................................................................................................................................................................... 67 Test review .................................................................................................................................................................................................. 68 Check your learning .................................................................................................................................................................................. 69 Non-verbal communication 4 1. Non-verbal communication ........................................................................................................................................................................................72 2. Factors related to non-verbal language ...................................................................................................................................................................75 3. Functions of non-verbal communication ................................................................................................................................................................84 Summary ..................................................................................................................................................................................................... 85 Test review .................................................................................................................................................................................................. 86 Check your learning .................................................................................................................................................................................. 87 Oral communication 5 1. Oral expression ................................................................................................................................................................................................................90 2. Listening for better communication .........................................................................................................................................................................99 Summary ................................................................................................................................................................................................... 107 Test review ................................................................................................................................................................................................108 Check your learning ................................................................................................................................................................................109 Telephone communication 6 4 1. Telephone communication ........................................................................................................................................................................................112 2. Telephone media and equipment ............................................................................................................................................................................113 3. Additional services offered by the telephone equipment ...............................................................................................................................116 4. Rules for a good telephone communication ....................................................................................................................................................... 120 5. Telemarketing .................................................................................................................................................................................................................125 Summary ................................................................................................................................................................................................... 129 Test review ................................................................................................................................................................................................ 130 Check your learning ................................................................................................................................................................................ 131 Contents Written communication within the company 7 1. Written communication ............................................................................................................................................................................................ 134 2. Produce or reproduce documents............................................................................................................................................................................137 3. Models of written documents in the company.................................................................................................................................................. 138 4. E-mail and netiquette ..................................................................................................................................................................................................157 Summary ................................................................................................................................................................................................... 159 Test review ................................................................................................................................................................................................160 Check your learning ................................................................................................................................................................................ 161 The customer service department 8 1. The customer service department. Customer service ..................................................................................................................................... 164 2. Stages in the process of customer service ........................................................................................................................................................... 168 3. Procedures to solve complaints and claims..........................................................................................................................................................170 4. Enforcement of rules on resolution of complaints and claims.......................................................................................................................177 Summary ................................................................................................................................................................................................... 179 Test review ................................................................................................................................................................................................180 Check your learning ................................................................................................................................................................................ 181 After-sales service 9 1. After-sales service........................................................................................................................................................................................................ 184 2. Relationship of the after-sales service with other processes within the company .................................................................................187 3. Quality management and the after-sales service ............................................................................................................................................. 190 4. Techniques and tools for quality management.................................................................................................................................................. 193 5. Structuring the after-sales service ......................................................................................................................................................................... 195 6. Management tools of an after-sales service ....................................................................................................................................................... 198 Summary ...................................................................................................................................................................................................199 Test review ................................................................................................................................................................................................200 Check your learning ................................................................................................................................................................................ 201 The information processing 10 1. Information processing .............................................................................................................................................................................................. 204 2. The file ..............................................................................................................................................................................................................................215 3. File media ........................................................................................................................................................................................................................219 Summary ................................................................................................................................................................................................... 221 Test review ................................................................................................................................................................................................222 Check your learning ................................................................................................................................................................................223 5 How to use this book Contents Introduction to the unit Here you’ll find the assessment criteria of the unit. You will also find a summary of the contents you’ll study. Development of the contents Case study. Activities They use what has been learnt in order to solve real problems and situations of your professional environment. They are used to work on the contents as they are explained, and they ensure a progressive learning. Do you think that there some issues that must be dealt with talking instead of in writing? Why? Explain your answer. Clear and concise explanation of the theory, along with margin sections that provide a better understanding of the most relevant topics: Do you know that...? Examples Web Important Vocabulary Watch out! Spanish assistant Closure of each unit Summary Diagram of the contents of this unit. Rev iew It allows the detection of learning problems. C h e c k yo u r l e a r n i n g Two pages with final activities grouped by assessment criteria. 6 Unit 1 Business organizations In this unit you’ll learn how to: A\]fla^ql`]\a^^]j]fllqh]kg^]paklaf_ Zmkaf]kkafklalmlagfk& J]dYl]l`]mkmYd^mf[lagfkg^ l`]gj_YfarYlagf2eYfY_]e]fl$hdYffaf_$ gj_YfarYlagf$]p][mlagfYf\[gfljgd& :]YoYj]g^l`]aehgjlYf[]g^Yf Y\]imYl]gj_YfarYlagfYdkljm[lmj]lg [Yjjqgmll`]hjgnakagfgîmYdalqk]jna[]k& A\]fla^ql`]\a^^]j]flklY_]kg^l`] \][akagf%eYcaf_hjg[]kk& J][g_far]l`]\a^^]j]fllqh]kg^]paklaf_ ljY\]eYjck& <a^^]j]flaYl]Z]lo]]f[gjhgjYl]a\]flalq Yf\[gjhgjYl]aeY_]& And you’ll study: L`]d]_Yd$^mf[lagfYdYf\ gj_YfarYlagfYd^]Ylmj]kg^]n]jq lqh]g^gj_YfarYlagf& L`]\]hYjle]flkafYfgj_YfarYlagf& Gj_YfarYlagfYd[`Yjlk& =paklaf_e]l`g\k^gj\][akagf%eYcaf_& LjY\]eYjck& ;gjhgjYl]aeY_]& ;gjhgjYl]a\]flalq& 1 Business organizations 1. The company as an organization @goeYfq[gehYfa]kkmjjgmf\mk7L`]Zmkl`Ylo]lYc]]n]jq\Yq Z]dgf_klgYljYfkhgjl [gehYfq3l`]ZYc]jqo`]j]o]ZmqZj]Y\ >a_&)&)!akY[gehYfqlgg3Yf\l`]Zggcklgj]o`]j] o]ZmqY[Y\]ea[eYl]jaYdgjl]plZggckakY[gehYfqYko]dd&L`]qYdddggc\a^^]j]flZmll`]q `Yn]eYfqlàf_kaf[geegf&>jgelàkklYjlaf_hgafl$o][Yf\]âf]o`YlY[gehYfqakYk ^gddgok2 9 company ak Y ^gj%hjgâl ]flalq l`] hjaeYjq hmjhgk] g^ oà[` ak lg gZlYaf Z]f]âlk l`jgm_`l`]kYd]g^_gg\kgjk]jna[]kgfl`]eYjc]l& D]lÍk[gfka\]jlàk\]âfalagf2 Entity.LàkakY[geemfalq[gfka\]j]\YkYmfal$l`YlaklgkYq$l`]j]akY_jgmhg^h]ghd] ^gjeaf_l`]]flalql`YlYj]fgllj]Yl]\af\ana\mYddq$Zml[gdd][lan]dqYkYo`gd]& Vocabulary Profit.?YafgjY\nYflY_]lYc]fg^ kge]làf_& For-profit. Làke]Yfkl`Ylal`YkZ]]f[j]Yl]\afl`]afl]j]klgêYcaf_egf]q$mfdac]gl`]j lqh]kg^gj_YfarYlagfkkm[`Yk^gmf\YlagfkgjF?Gk fgf%hjgâlgj_YfarYlagfk!$oà[`Yj] Yae]\YlgZlYafaf_Ykg[aYdZ]f]âl& L`jgm_`l`]sale of goods or services gfl`]eYjc]l&;gehYfa]keYq]f_Y_]afl`]kYd]g^ _gg\k Zj]Y\$h`glg[gha]k&&&!gjk]jna[]k hmZda[ljYfkhgjl!& O`]fY[gehYfqak[j]Yl]\$l`]]ehdgq]jgjl`]hYjlf]jkhjgna\][YhalYdoalòà[`l`][ge% hYfq hmj[`Yk]k Y jYf_] g^ goods. Af Y\\alagf$ eYfq lae]k hj]eak]k Yj] Zgm_`l lg \]n]dgh l`]Y[lanalq3aleYqYdkg`Yn]egZad]h`gf]k$[gehYfq[Yjk$]l[&L`]k]Yj]l`]assetsg^l`] [gehYfq& @go]n]j$l`] value of the companyjYj]dq[gaf[a\]koal`l`]nYdm]gâlkYkk]lk$Yf\làkak Z][Ymk]l`][gehYfq$afalk]n]jq%\Yqh]j^gjeYf[]$_Yafk[mklge]jkYf\lja]klgj]lYafl`]aj dgqYdlq$[j]Yl]kY_gg\aeY_]afl`]eYjc]l [gjhgjYl]aeY_]!$Yf\Ydkg_]f]jYl]k]ph][lYlagfk ^gjZ]f]âlk& L`] nYdm] g^ l`]k] intangible assets ak n]jq \a^â[mdl lg Ykk]kk& Af Y\\alagf$ l`]q Yj] fgl af[dm\]\afl`]daklg^l`][gehYfqYkk]lkl`Ylo][Yf[`][cl`jgm_`Y[[gmflYf[q&@go]n]j$ o`]fl`][gehYfqakkgd\$alakfglgfdq^gjl`]hja[]gâlklYf_aZd]Ykk]lk$ZmlYdkg^gjl`]nYdm] gâlkaflYf_aZd]Ykk]lk&L`gk]Ykk]lkl`YlY\\nYdm]lgl`][gehYfq]paklZ][Ymk]l`]j]akYf organized exploitation of resources. Làk ak l`] j]Ykgf o`q l`] egkl j]d]nYfl ak% km]YZgmll`][gehYfq[gf[]hlakl`YlYddlàk _jgmhg^goods, rights and people must be organized; l`]j]^gj]$`]j]afY^l]jo]oaddj]^]jlg alYkYforganization K[`]e])&)!& Af lmjf$ organization ak Y broad concept l`Yl eYq`Yn]\a^^]j]flmeanings: J]_Yj\af_l`]Yddg[Ylagfg^lYkcklg]ehdg% q]]k$l`]oYq\][akagfkYj]eY\]Yf\o`g lYc]k l`] [gjj]khgf\af_ j]khgfkaZadalq$ o] eYqlYdcYZgml internal organization Fig. 1.1. 9keYddk`ghakY[gehYfqlgg&LàfcYZgmlgja_afYdgjn]jqkh][aYdak]\keYddk`ghk l`Ylqgm`Yn]k]]fdYl]dqafqgmjlgofgjf]a_`Zgmj`gg\& 8 AfYZjgY\k]fk]$ companies Yj] [Ydd]\ gj% _YfarYlagfk& Business organizations 1 Spanish assistant Assets Property + rights + obligations Intangible value of the company Image + customers Company = Organization Work Employer + employees @Yqem[`Yk^gjeYk\]j]^]jajk]Y mfYempresa]faf_dk&=dljeafg ek _]f]jYd ]k business, im] k] j]â]j] Yd [gf[]hlg \] f]_g[ag ]f _]f]jYd& ;mYf\g ]k] f]_g[ag k][j]YhgjdYYkg[aY[af\]nYjaYk h]jkgfYk$ j][aZ] ]d fgeZj] \] company, im] ]k ]d ljeafg im] mkYj]egk [Yka ka]ehj] ]f ]kl] daZjg& 9\]ek$ lYeZaf hg\]% egk j]^]jajfgk Y ]ddY [geg firm g enterprise. Hgj gljg dY\g$ mfY corporation ]k mfY ]ehj]kY im] la]f]h]jkgfYda\Y\bmj\a[YhjghaY& Scheme 1.1. ;gehgf]flkg^l`][gf[]hlg^gj_YfarYlagf& O`]f al [ge]k lg h]j^gje l`]aj Y[lanalq$ gj_YfarYlagfk emkl \]n]dgh e][`Yfakek ^gj communication,Zgl`Yegf_alke]eZ]jkYf\oal`gl`]j][gfgea[Y_]flkl`]qYj]j]dY% l]\lg kmhhda]jk$[mklge]jk&&&!&L`YlaklgkYq$Yfinternal[geemfa[YlagfYf\Yfexternal [geemfa[Ylagf&O]Ídd\]Ydoal`l`]k]loglqh]kg^[geemfa[YlagfdYl]j& 9dkg afl]jfYddq$ l`] gj_YfarYlagf ak kljm[lmj]\ gf Yj]Yk gj ^mf[lagfk$ oà[` _an] jak] lg departments.AeY_af]qgmj]Y\YfYjla[d]afl`]f]okhYh]jgj`]YjYfafl]jna]ooal`Yhj]k% la_agmk\g[lgj3mkmYddql`]^mf[lagfg^l`]h]jkgfo`gojal]kl`]Yjla[d]gjl`]\g[lgjYhh]Yjk mf\]j l`] fYe] Yf\ af[dm\]k l`] [gjj]khgf\]fl \]hYjle]fl ^gj ]pYehd]$ BYae] ßdnYj]r$ <aj][lgjg^@meYfJ]kgmj[]kg^H]ljgd]jgk=mjgh]gk$K&9&gj9d]bYf\jgKYd_Y\g$@]Y\g^?Yk% ljgafl]klafYdKmj_]jqYl@gkhalYdKYdm\]kNa\Y!& L`mk$ l`] gj_YfarYlagf `Yk Yf internal structure af oà[` l`] ogjc ak \ana\]\ Yegf_ ]e% hdgq]]k Yf\ à]jYj[à[Yd j]dYlagfkàhk Yj] k]lld]\ oal` l`] Yae g^ ghlaearaf_ l`] kcaddk Yf\ cfgod]\_]g^]Y[è]eZ]j& Afl`]^gddgoaf_k][lagfko]Íddd]Yjfegj]YZgmll`]k]akkm]k$Yko]ddYkl`]ajlegal or juridical form,Ykgj_YfarYlagfk[YfZ]^gje]\afk]n]jYdlqh]k [gjhgjYlagf$daeal]\hYjlf]jkàh$]l[&!$ Yf\YdkgYZgmlcorporate image or corporate identityg^l`][gehYfq& Case study 1. Buying a company L`][gehYfq:jgc]jk$K&9&oYflklgZmqYfgl`]j[gehYfq$9akdYfl]k$K&D&oà[``YkZ]]f jmffaf_^gjk]n]jYdq]Yjk& L`]lglYdnYdm]g^l`]_gg\kg^9akdYfl]k$K&D&Y^l]j\]\m[laf_\]Zlk l`YlaklgkYq$alk Ykk]lk!$Yegmflklgl`j]]eaddagf]mjgk&@go]n]j$:jgc]jk$K&9&akoaddaf_lghYqmhlg^gmj eaddagf]mjgklggZlYaffglgfdql`]Ykk]lkg^9akdYfl]k$K&D&ZmlYdkgalkaeY_]$l][`fg% dg_q$[mklge]jkYf\hjgâl]ph][lYlagfk Ydj]Y\qka_f]\[gfljY[lk!& Solution: Làk_Yhg^gf]eaddagf]mjgk[gjj]khgf\klgl`]nYdm]g^l`]gj_YfarYlagf9akdYfl]k$K&D& Yf\alÍkmkmYddqcfgofYkgoodwill. Vocabulary Goodwill. AflYf_aZd] nYdm] g^ Y [gehYfq& 9 1 Business organizations 2. Types of business organizations Do you know that...? Freelance workers k]d^%]ehdgq]\ ogjc]jkkm[`YkeYfqlYpa\jan]jk$ dYoq]jk$ ]l[&! Z]dgf_ lg l`] [Yl]% _gjq g^ af\ana\mYd hjanYl] [ge% hYfa]k& :mkaf]kkgj_YfarYlagfkeYqZ][dYkkaâ]\Y[[gj\af_lgnYjagmk[jal]jaY&Afgmj[Yk]o]Ídd^g[mk gfl`gk]^]Ylmj]kl`YlYddgomklg\aklaf_mak`l`]ajd]_YdYf\gj_YfarYlagfYdkljm[lmj]& 2.1. Legal classification >ajklg^Ydd$o]emkl\aklaf_mak`Z]lo]]fhmZda[Yf\hjanYl][gehYfa]k$\]h]f\af_gfo`g `gd\kl`]eYfY_af_hgo]j l`]KlYl]afl`]âjklYf\af\ana\mYdkafl`]dYll]j!& Watch out! L`] owner g^ l`] [gehYfq ak fglYdoYqkalkmanager&Afhqe]k keYdd Yf\ e]\ame%kar] [gehY% fa]k!Zgl`jgd]kmkmYddq[gaf[a\]af l`]kYe]h]jkgf$ZmlafdYj_][ge% hYfa]k eYfY_]e]fl ak \]d]_Yl]\ lghjg^]kkagfYdkgfY^]]& Aflmjf$private [gehYfa]kYj]\ana\]\aflg individual companies, o`]fl`]qZ]dgf_lggfdq gf]h]jkgf$Yf\corporate companies,o`]fl`]gof]jkYj]k]n]jYdh]ghd]& AfKhYaf$l`]j]Yj]k]n]jYdlqh]kg^[gehYfa]koal`l`]ajgofd]_Yd^]Ylmj]k2 Kg[a]\Y\YffaeY K&9&! Daeal]\daYZadalq[gehYfa]k hYjlf]jk\gfglj]khgf\oal` l`]ajh]jkgfYdYkk]lk! Kg[a]\Y\[ggh]jYlanY According to the partners’ liability According to the requirement of a minimum capital Aimed at social economy or not 1. K]Yj[` l`] o]Z Yf\ af\a% [Yl]l`]eafaemej]imaj]\ [YhalYd lg ^gje Y [gjhg% jYlagf K&9&!Yf\Ydaeal]\ [gehYfq K&D&!$ Yf\ l`] \a^^]j]f[] Z]lo]]f klg[ck Yf\k`Yj]k& 2. Dakl l`] lqh]k g^ ]paklaf_ K&9&Yf\K&D&Qgm[Yfâf\ \g[me]flYlagfgfdaf]& 10 Kg[a]la]kafoà[`Yeafaeme [YhalYdakj]imaj]\ Kg[a]la]kafoà[`fgeafaeme [YhalYdakj]imaj]\ Kg[a]\Y\[gd][lanY Kg[a]\Y\[anad ;gemfa\Y\\]Za]f]k Kg[a]\Y\[geYf\alYjaY K&9& K&D& Gl`]j[gehYfa]k ;gehYfa]kl`Yl$YhYjl^jge gZlYafaf_Z]f]âlk$YaeYl afl]_jYlagfoal`l`]]fnajgfe]fl Yf\kg[aYd[g`]kagf ;ggh]jYlanYk ;gehYfa]kl`Ylgfdqk]]chjgâl Gl`]j[gehYfa]k Kg[a]\Y\]kdYZgjYd]k Kg[a]\Y\[gd][lanY Kg[a]\Y\[geYf\alYjaY Classified as commercial companies in the Commercial Code Activities ;gehYfa]koal`mfdaeal]\daYZadalq hYjlf]jkj]khgf\oal`l`]aj h]jkgfYdYkk]lk! Daeal]\hYjlf]jkàh _]f]jYd hYjlf]jkj]khgf\oal`l`]aj_gg\k$ Zml[geemfalqhYjlf]jk\gfÍl! Spanish assistant @]egk \]bY\g dgk fgeZj]k \] dYk \a^]j]fl]k ^gjeYk bmj\a[Yk ]f ]khYgd hgjim] km]d]f nYjaYj \] hYk Y hYk$ Yk fg la]f]f mfY ljY\m[[af ]pY[lY& Hgj ]b]ehdg$ k]_mjg im] `Yk naklg Yd_mfY n]r dYk ka_dYk Ltd. \]khmk \]d fge% Zj] \] mfY ]ehj]kY Yf_dgkYbgfY3 hm]k Za]f$ ]kYk ka_dYk ka_faâ[Yf Limited, im] k] [gjj]khgf\]jY [gffm]kljYS. L.,Ymfim][gf\a^]% j]f[aYk&Kaima]j]kkYZ]jek$[gf% kmdlY ]d ka_ma]fl] ]fdY[]2 `llh2'' ]f&oacah]\aY&gj_'oaca'Lqh]kWg^W [gehYfa]k& Kg[a]\Y\\]j]khgfkYZada\Y\daealY\Y K&J&D&gK&D&! EYjc]l[gehYfa]k K&9& K&J&D& ;gehYfa]ko`gk]Y[lanala]k Yj][gee]j[aYd Fgf%eYjc]l[gehYfa]k Gl`]j[gehYfa]k Table 1.1. Lqh]kg^[gehYfa]kafKhYaf& :]ka\]kl`]YZgn]e]flagf]\featuresafLYZd])&)$l`]^gddgoaf_Yj]Ydkgj]d]nYfl2 L`]eafaeme[YhalYdg^l`]K&9&akà_`]jl`Yfl`]gf]g^l`]K&D& L`]a\]flalqg^l`]hYjlf]jkakaehgjlYflafl`]K&D&$kghYjlf]jkemkl_an]l`]ajYhhjgnYd o`]fl`]qljYfkeall`]ajk`Yj]k3afl`][Yk]g^YK&9& klg[c!$làkakfglaehgjlYfl& Afl`]K&;&$hYjlf]jkZjaf_egf]qgjlae]lgaehd]e]flal3afl`];&:&$l`]hYjla[ahYflk]p% hdgalgjeYfY_]hj]%]paklaf_hjgh]jlqoal`gmlgZda_YlagflgZjaf_^mjl`]j[YhalYdlg^gje l`][geemfalq& Business organizations 1 2.2. Classification according to the organizational structure =Y[`g^l`]k]n]jYd\anakagfkl`Ylo]eYqâf\aflàklqh]g^kljm[lmj]akcfgofYk\]hYjle]fl& L`] organizational structure ak l`] \akljaZmlagf g^ l`] hYjlk g^ Yf gj_YfarYlagf& Gj_YfarYlagfkmk]làke]YfklgY[à]n]l`]_gYdkl`]q`Yn]k]l& Types of organizations by organizational structure According to the way tasks are assigned to employees and to the way they coordinate among themselves Formal Informal Alkkljm[lmj]ak[d]Yjdq\]âf]\Yf\n]jqklYZd]& =Y[`]d]e]flg^l`][gehYfqakdg[Yl]\Yf\a\]flaâ]\Yf\h]j^gjekalk^mf[lagfgZ]qaf_gj\]jk ^jgegl`]jaf\ana\mYdkl`YlYj][d]Yjdqa\]flaâ]\& AlYjak]k^jgekhgflYf]alq2alke]eZ]jk]f_Y_]afj]dYlagfkl`Ylo]j]fglhj]nagmkdq\]âf]\& L`]\][akagf%eYcaf_Yml`gjalqg[[mha]kl`]lghhgkalagfafl`][gjhgjYl]à]jYj[`q& Centralized According to the role L`]hgkkaZadalqlg\]d]_Yl]lYkcklgdgo]jhgkalagfkakeafaeYd& of the decision-making L`]Yml`gjalqYkka_fkgj\]d]_Yl]kl`]\][akagf%eYcaf_lgaf\ana\mYdkafdgo]jhgkalagfkg^ authority Decentralized l`]kljm[lmj]& Linear organization Simple Functional organization Mixed or hierarchical functional organization Depending on the degree of specialization of job positions Complex Organization in committees Matrix organization Depending on the degree of hierarchy Highly hierarchical Flat L`]hjaf[ahd]g^à]jYj[`q2]Y[`]ehdgq]]j][]an]kgj\]jk^jgeàk aee]\aYl]kmh]jagj& Alaklqha[Ydg^hqe]k& KmZgj\afYl]kafdgo]jd]n]dkj][]an]gj\]jk^jgek]n]jYd`]Y\kg^ \]hYjle]flafkl]Y\g^j][]anaf_l`]e^jgegfdqgf]`]Y\& @]Y\koal`Yml`gjalqeYc]l`]aj\][akagfkmhgfl`]hj]nagmkY\na[] ^jgekh][aYdaklk klY^^!& <][akagfkYj]eY\]Yf\j]khgfkaZadalqaklYc]fYkY_jgmh$Zmlfgl af\ana\mYddq& L`]gj_YfarYlagfYdkljm[lmj]j]k]eZd]kY\gmZd]%]fljqeYljap& >gj]pYehd]2gf]]fljqogmd\Z]l`]^mf[lagflgh]j^gjeafl`][gehYfq Yf\l`]gl`]jogmd\Z]l`]hjgb][llgZ]\]n]dgh]\afl`][gehYfq&L`mk$ l`]j]Yj]Yld]Ykllog`]Y\k2Yà]jYj[à[Yd%lqh]`]Y\dafc]\lg^mf[lagfk Yf\Yhjgb][l`]Y\& L`]j]ÍkYdYj_]fmeZ]jg^à]jYj[à[Ydd]n]dkYf\l`mkYZa__YhZ]lo]]fklY^^Yf\eYfY_]jk& NajlmYdYZk]f[]gâfl]je]\aYl]d]n]dkg^[geeYf\Z]lo]]feYfY_]e]flYf\klY^^g^l`][gehYfq& Table 1.2. Lqh]kg^gj_YfarYlagfkY[[gj\af_lgl`]ajgj_YfarYlagfYdkljm[lmj]& Case study 2. Matrix organization L`][gehYfqJa[gkIm]kgk$K&D&ak\ana\]\aflglog_]g_jYhà% [YdYj]Yk2fgjl`Yf\kgml`&Aflmjf$al\]n]dghkl`j]]\a^^]j]fl hjg\m[lk2[mj]\[`]]k]$k]ea%[mj]\[`]]k]Yf\kg^l[`]]k]& Solution: General management Head of the north area Head of the south area L`mk$a^Ja[gkIm]kgk$K&D&oYkgj_Yfar]\af\]h]f\]fldqaf]Y[` _]g_jYhà[YdYj]Y$o]ogmd\`Yn]\mhda[Yl]kljm[lmj]kYf\lYkck& Al[gmd\Ydkg`Yhh]fl`Yll`]\a^^]j]fl[jal]jaYZ]lo]]fl`]Zgl` Yj]Ykj]kmdl]\af\a^^]j]flhjg\m[lk\]h]f\af_gfl`]Yj]Y&@go]% n]j$làk[gmd\Z]Ynga\]\a^]ehdgq]]kkaemdlYf]gmkdqj][]an]\ gj\]jk^jgel`]Yj]YeYfY_]jYf\^jgeYhjg\m[leYfY_]jaf [`Yj_]g^mfa^qaf_l`]l][`fa[Yd[jal]jaY^gjZgl`Yj]Yk& Head of cured cheese Employees Employees Head of semi-cured cheease Employees Employees @go[gmd\làkYhhjgY[`Z]j]^d][l]\afYeYljap7 Head of soft cheese Employees Employees 11 1 Business organizations 3. Functions in the organization: planning, management, organization and control Vocabulary L`]k] Yj] kge] [gf[]hlk j]dYl]\ lghdYffaf_2 Forecast. AlÍk kge]làf_ l`Yl ak ]ph][l]\ lg g[[mj& Al ak Y `qhg% l`]kak YZgml o`Yl o] Z]da]n] oadd`Yhh]fafl`]^mlmj]& Budget&AlÍkY^gj][Ykl$ZmlYkk]% kk]\afegf]lYjql]jek& Program.9k]lg^lYkck$Y[Yd]f% \Yj^gj[Yjjqaf_gmll`]k]lYkck$Y j]khgfkaZd]h]jkgf^gjl`]e$Yf\ j]kgmj[]klgh]j^gjel`]e& Afl`]\a^^]j]fl[dYkkaâ[Ylagfkl`Ylo]`Yn]k]]fZ]^gj]$o]lYdc]\YZgmll`]d]Y\]jkàhjgd] g^daf]eYfY_]jk&Aflmjf$o]\aklaf_mak`]\Z]lo]]fl`]gof]j ]ehdgq]j!Yf\l`]eYfY_]jg^ l`][gehYfq$o`g$Yko]klm\a]\$eYqfglYdoYqkZ]l`]kYe]h]jkgf& L`]af\ana\mYdgjaf\ana\mYdko`geYfY_]l`][gehYfq`Yn]l`]eakkagfg^gj_Yfaraf_Yddl`] j]kgmj[]k oal` l`] Yae g^ gZlYafaf_ Z]f]âlk ^gj l`] [gehYfq gj gj_YfarYlagf l`jgm_` ^gmj ^mf[lagfk2 hdYffaf_ ^mf[lagf$ gj_YfarYlagf ^mf[lagf$ \aj][lagf ^mf[lagf$ Yf\ [gfljgd ^mf[lagf& 3.1. Planning function L`]planning function [gfkaklkg^]klYZdakàf_l`]_gYdkl`Yll`][gehYfq`Yklgj]Y[`& Afgl`]jogj\k$alakl`]a\]Ydl`Yloadd_ma\]l`][gehYfqafalkh]j^gjeYf[]& >gj]pYehd]$l`][gehYfq<ak[gflYPK$K&D&oYflklgdYmf[`Yf]ohjg\m[llgeYjc]loal` l`]hmjhgk]g^[gn]jaf_Yfmfe]lf]]\& L`]]ehdgq]j[YfhdYfeYfqnYjaYZd]kkm[`Yko`Ylhjg\m[lgjk]jna[]Y[gehYfqoaddk]dd$ oà[`Y[lanala]kaloadd\]n]dghgjoà[`gj_YfarYlagfYdkljm[lmj]oaddZ]aehd]e]fl]\& Lg\glàk$_gYdkemklZ]afalaYddqk]lld]\$Yf\$Y[[gj\af_lgl`]e$l`]Z]klkljYl]_a]klgY[à]n] l`]eoaddZ]\]l]jeaf]\&LàkakcfgofYkstrategic planning. AfYfqkljYl]_a[hdYffaf_l`]j]Yj]k]n]jYdfactorsl`Yll`]]ehdgq]jemkllYc]aflgY[[gmfl2 Resources: l`] im]klagfk [gf[]jfaf_ làk hYjla[mdYj akkm] Yj] oà[` ]d]e]flk k`gmd\ Z] mk]\lgY[à]n]l`]_gYdk$a^l`]qYj]YnYadYZd]Yf\$a^l`]qYj]fgl$`golggZlYafl`]e& >gj]pYehd]2Y[[gj\af_lgl`]]pYehd]YZgn]$Yf\YkYj]kmdlg^k]n]jYdeYjc]lklm\a]k$l`] [gehYfq<ak[gflYPKoadd\]ngl]YfafalaYdZm\_]lg^Ó-((((Yf\YlglYdg^)-ogjc]jk oadd`Yf\d]Yddl`]hjg[]kk]klgdYmf[`làkhjg\m[l& Actions: l`]im]klagf`]j]ako`Ylak_gaf_lgZ]\gf]afgj\]jlgY[à]n]l`]k]_gYdk&Eg% j]gn]j$l`]k]Y[lagfk`Yn]lgZ]k]im]f[]\aflae]Yf\$aâlÍkf][]kkYjq$kge]g^l`]eoadd `Yn]lgZ]hjagjalar]\gn]jgl`]jk&>gj]pYehd]$l`]hdYfeY\]Zql`][gehYfq<ak[gflYPK aehda]kl`]h]j^gjeYf[]g^l`]^gddgoaf_h`Yk]k2 Do you know that...? L`]j]Yj]k]n]jYdtools afplanning l`Yl[Yf`]dhmkeYc]hdYfkafl`] k`gjl$e]\amegjdgf_l]je& L`] egkl aehgjlYfl Yf\ o]dd% cfgofYj]l`]^gddgoaf_log2 12 a)EYjc]lj]k]Yj[`^gjl`]hjg\m[l& b) <]l]jeafYlagfg^h`qka[Ydj]kgmj[]kYf\klY^^f]]\]\& c) EYfm^Y[lmj]g^l`]hjg\m[l& d) <akljaZmlagfYf\kYd]g^l`]hjg\m[l& PERT:aloYkgja_afYl]\afl`]M&K& FYnq& :Yka[Yddq al afngdn]k l`] _jYhà[ j]hj]k]flYlagf g^ Y k]% ja]kg^lYkckl`Yl^gjeYhjgb][l& People: l`]hgafl`]j]ak`goeYfqh]ghd]Yj]f]]\]\lgY[à]n]l`]gZb][lan]kk]lYf\ oà[` lYkck gj ^mf[lagfk `Yn] lg Z] h]j^gje]\ Zq ]Y[` klY^^ e]eZ]j& Af l`] ]n]fl g^ fgl`Ynaf_Yddl`gk]h]ghd]YnYadYZd]$l`]im]klagfakaâlÍk hgkkaZd]lgàj]l`]egjfgl& >gj]pYehd]2 GANTT: alÍkYfgl`]j_jYhà[l]% [`faim]afoà[`qgmkh][a^ql`] ]ph][l]\lae]lgkh]f\gf]Y[` lYkcoalàfYhjg[]kk& a) Hjg\m[l \]ka_f2 Yk l`] [gehYfq alk]d^ \g]k fgl `Yn] làk kh][aYdar]\ klY^^$ al `Yk lg gmlkgmj[]al& b)EYfm^Y[lmjaf_2al`YkZ]]f\][a\]\l`YlYlglYdfmeZ]jg^l]f]ehdgq]]koaddZ]f]]\]\ ^gjl`]h]j^gjeYf[]g^l`]\a^^]j]flklY_]kafl`]eYfm^Y[lmj]g^l`]hjg\m[l& Business organizations 1 c)KlgjY_]2l`j]]ogjc]jkYj][gfka\]j]\f][]kkYjq^gjlàk^mf[lagf& d)<akljaZmlagfYf\kYd]k2l`]lYkckg^\akljaZmlagfYf\kYd]koaddZ]gmlkgmj[]\ l`Ylak$l`]q oaddZ]h]j^gje]\ZqklY^^gmlka\]l`][gehYfq!3l`]j]^gj]$l`]j]ÍkfgklY^^Ykka_f]\lg làk^mf[lagf& Control: l`] hgafl `]j] ak oà[` [gfljgd e]Ykmj]k `Yn] lg Z] ]klYZdak`]\ lg Y[l af l`] ]n]flk o`]j] \]naYlagfk ^jge hdYff]\ gZb][lan]k gj _gYdk g[[mj& >gj ]pYehd]2 l`] ]klY% Zdak`]\[gfljgdkqkl]eakZYk]\gfl`]^gddgoaf_klYf\Yj\k2 a) Hjg\m[l']ehdgq]]2hjg\m[lanalqg^]Y[`]ehdgq]][Yffgl^Yddgmlka\]l`]-gn]jl`] afalaYdlYj_]ll`Yl`YkZ]]fhjghgk]\& b) ;gklk2l`][gklk^gj]Y[`hjg\m[lagfhjg[]kkeYqfglnYjqegj]l`Yf+g^hdYffaf_& 3.2. Organizational function L`] ]ehdgq]j emkl ]fkmj] l`Yl ]n]jq `meYf Yf\ eYl]jaYd j]kgmj[] e]]lk l`] Ykka_f]\ ^mf[lagf$Yf\Ydkg[gfljgdko`Ylj]dYlagfkYj]]klYZdak`]\Yegf_l`]eYf\afl]jn]f]kaâlak f][]kkYjq&L`YlaklgkYq$l`]Yaeg^l`]gj_YfarYlagfYd^mf[lagfakl`YlYddl`]j]kgmj[]kl`Yl `Yn]Z]]fk]lld]\afl`]hdYffaf_h`Yk]Yj]Y\]imYl]Yf\l`Yll`]j]dYlagfkàhZ]lo]]fl`]e akghlaeYdlgj]Y[`l`]Y[à]n]e]flg^l`]lYj_]lk& =n]jqgj_YfarYlagfhjg[]kkaehda]kYj]kljm[lmjaf_afoà[`Zg\a]kgj\]hYjle]flkYj][j]Yl]\ lg[Yjjqgmll`][gjj]khgf\af_lYkck& 3.3. Leadership function Gf[]l`]^mf[lagfkg^hdYffaf_Yf\gj_YfarYlagf`Yn]Z]]f\]âf]\$l`][gehYfq`YklgklYjl ogjcaf_& L`]leadership function gjeYfY_]e]fl!akl`]lYkcg^[gfljgdl`Yll`]]ehdgq]j`Yk lg h]j^gje mhgf àk gj `]j klY^^ lg eglanYl] Yf\ _ma\] al af l`] Y[à]n]e]fl g^ l`] gZb][lan]kl`Yl`Yn]Z]]fhj]nagmkdqhdYff]\& D]Y\af_ ak Ydkg lg ]phdYaf gj ljYfkeal l`] [gehYfqÍk hdYfk lg gl`]jk Yf\ _an] YhhjghjaYl] afkljm[lagfkkgl`Yl$Zqe]Yfkg^h]j^gjeaf_l`]e$l`]hdYff]\_gYdkYj]âfYddqj]Y[`]\& Làkakgf]g^l`]egkl[gehd]p]paklaf_^mf[lagfkafZmkaf]kk$Ykl`]]ehdgq]jk`gmd\fgl gfdq_ma\]Yf\eglanYl]$ZmlYdkgmf\]jklYf\l`]hjgZd]ekl`Ylàkgj`]j]ehdgq]]keYq ^Y[]afl`]hjg[]kkg^Y[à]naf_l`]gZb][lan]k$afgj\]jlgafl]jn]f]$aâlÍkf][]kkYjq$Zq^Y[a% dalYlaf_kmhhgjllggdk& Important 9 leadership style ak l`] k]l g^ e]l`g\k Yf\ hjg[]\mj]k mk]\ Zq eYfY_]e]fllg^mdâdl`]ajd]Y\]j% kàh jgd]k& L`]j] Yj] eYfq [dYkka% â[Ylagfk g^ d]Y\]jkàh klqd]k$ Zml l`]q [Yf Z] _jgmh]\ aflg l`j]] eYaflqh]k2 a)Authoritarian style:Ydkg[Ydd]\ "Ymlg[jYla["$ alÍk ZYk]\ gf l`] Yddg[Ylagfg^lYkckYf\ogjc]jk Zq eYfY_]jk& =Y[` ]ehdgq]] cfgok o`Yl lg \g& Làk ak fgl hgkalan] ^gj l`] hYjla[ahYlagf g^ ]ehdgq]]k af l`] \][akagf% eYcaf_hjg[]kk& b)Democratic style: Ydkg cfgof Yk "kmhhgjllgogjc]jk"$al^Y[a% dalYl]k l]Yeogjc Yf\ l`] hYj% la[ahYlagf g^ ]ehdgq]]k af l`] \][akagf%eYcaf_hjg[]kk& c)Advisory style: alakj]_Yj\]\Yk Y[geZafYlagfg^l`]logklqd]k YZgn]& L`] eYfY_]j [gfkmdlk oal`àkgj`]j]ehdgq]]k$Yf\ l`]j]^gj]l`]q^]]dnYdm]\afl`] [gehYfq& @go]n]j$ l`] eYfY% _]j ak l`] gf] l`Yl mdlaeYl]dq \][a\]k& d)Passive or liberal style: aflàk [Yk]$l`]\aj][lgjkgjeYfY_]jk k]lld] l`] gZb][lan]k l`Yl l`] gj_YfarYlagf `Yk lg j]Y[` Yf\ ]ehdgq]]k gj_Yfar] oal` ]Y[` gl`]j`golgY[à]n]l`]e&L`] jgd]g^l`]eYfY_]jakdaeal]\lg _anaf_Y\na[]gjljYfkeallaf_af% ^gjeYlagf gf ogjc hjg[]\mj]k afl`]]n]fll`Yll`]]ehdgq]]k Ykc^gjal& K[`]eYla[Yddq$làk^mf[lagf[gmd\Z]kmeeYjar]\Yk^gddgok2 Leadership function Lead towards the expected target Motivate Understand problems Transmit business plans Give specific instructions Scheme 1.2. >mf[lagfkg^l`]eYfY_]e]flg^l`][gehYfq& 13 1 Business organizations Aflmjf$o`]fo]lYdcYZgmlmanagemento]eYqâf\l`j]]\a^^]j]fllevels >a_&)&*!2 Senior management Middle management Operational management Other employees Globally:làkakeYfY_]e]flalk]d^$kaf[]alj]^]jklgl`]]flaj][gehYfq&LàkakYdkgcfgof YklgheYfY_]e]fl& Departmental level: alaf[dm\]ko`YlakcfgofYk"[gehYfqeYfY_]e]fl"$Ykalj]dYl]klg l`]l][`fa[Ydgjafl]je]\aYl]`]Y\kg^l`]gj_YfarYlagf&Alkk[gh]ak]Y[`Yf\]n]jqgf]g^l`] \]hYjle]flkafoà[`l`][gehYfqakkljm[lmj]\& Operational level: alj]^]jklg]n]jq\]âf]\_jgmhg^h]ghd]gjlYkck&AlakmkmYddqcfgofYk kmh]jnakagf$Yf\al[gjj]khgf\klgl`]gh]jYlagfYdd]n]dg^l`]gj_YfarYlagf& 3.4. Control function Fig. 1.2. D]n]dkg^\aj][lagf& L`]control function aklgn]ja^qa^]n]jqlàf__g]kYkaloYkhj]nagmkdqhdYff]\$a^l`] afkljm[lagfkl`Yl`Yn]Z]]f_an]fYj]Z]af_^gddgo]\$Yf\a^l`]k]lld]\hjaf[ahd]kYj] Z]af_ gZk]jn]\& Làk n]jaâ[Ylagf oadd à_`da_`l hgl]flaYd o]Ycf]kk]k Yf\ eaklYc]k kg l`Yll`]q[YfZ]kgdn]\gj[gjj][l]\Yf\hj]n]fll`]e^jge`Yhh]faf_Y_Yaf& Egj]gn]j$làk^mf[lagfYdkg`]dhkl`]]ehdgq]j to assess the outcome of the decisions that have been adoptedZqe]Yfkg^l`]e]Ykmj]e]flYf\[gjj][lagfg^l`]Y[lanala]kl`YlYj] Z]af_h]j^gje]\afl`][gehYfq$Yf\YdoYqkljqaf_lg]fkmj]l`Yll`]gml[ge]âlkl`]hdYfk l`Ylo]j]hj]nagmkdq\]n]dgh]\&L`mk$l`]]ehdgq]jeYq\]l][lhgkkaZd]deviationsl`Yl[Yf Z]YfYdqr]\afgj\]jlg\][a\]oà[`[gjj][lan]e]Ykmj]kYj]l`]Z]kllgY\ghloal`l`]Yae g^kgdnaf_hgl]flaYdhjgZd]ek& Vocabulary Effectiveness. 9Zadalq lg Y[à]n] l`]\]kaj]\]^^][l& Efficiency. 9Zadalq lg Y[à]n] l`] \]kaj]\]^^][lYll`]d]YklhgkkaZd] [gkl& 9ko][Yfk]]$l`]j]akY\aj][lj]dYlagfkàhZ]lo]]fhdYffaf_Yf\[gfljgd$YkYfqhdYffaf_ hjg[]kkf][]kkYjadqj]imaj]kY[gfljgdkqkl]e&L`mk$l`]gj_YfarYlagf`YkYegfalgjaf_e]% [`Yfakel`YlYddgokallgYkk]kkl`]]pl]flg^Y[à]n]e]flg^l`]gZb][lan]kl`Yl`Yn]Z]]f hjghgk]\Yf\$l`]j]^gj]$lgYkk]kkl`]]^^][lan]f]kkg^l`]hdYffaf_& AfYfq[gfljgdhjg[]kk$o][Yf\]âf]l`]^gddgoaf_stages: a) =klYZdakàf_k]n]jYd[gfljgdvariables ^gj]pYehd]$hjg\m[lanalq']ehdgq]]!& b)Kh][a^qaf_ howo]Yj]_gaf_lg_Yl`]jaf^gjeYlagfYZgmll`]nYjaYZd]l`Ylo]`Yn]k]l \Yadqhjg\m[lagfklYlakla[k$]l[&!& c) @]Y\kg^l`][gfljgd\]hYjle]floadd[gehYj]l`]]ph][l]\\YlYlgl`gk]l`Yl`Yn]Z]]f [gdd][l]\gfYfY[lmYdZYkakYf\oadd\ak[mkkl`]deviationsl`YleYq`Yn]g[[mjj]\&>gj ]pYehd]$aâlakhdYff]\l`Yl)(((mfalkg^hjg\m[l9emklZ]gZlYaf]\]n]jq\YqZml\Yadq hjg\m[lagf klYlakla[k k`go l`Yl gfdq 1-( mfalk `Yn] Z]]f gZlYaf]\$ l`]j] ak Y \]naYlagf ^jgel`]â_mj]kl`Ylo]j]hj]nagmkdqhdYff]\& d) 9[[gj\af_ lg l`] gZlYaf]\ \]naYlagfk$ l`] egkl YhhjghjaYl] remedial actions oadd Z] hjghgk]\&Afgmj[Yk]$l`]e]Ykmj][gmd\Z]lgaf[j]Yk]ogjcaf_lae]& Case study 3. Control systems L`][gehYfq;gfljgd$K&D&ak\]\a[Yl]\lgeYfm^Y[lmj]Yf\k]dd [gehml]j`Yj\oYj]&Al\][a\]klg]klYZdak`Y[gfljgdkqkl]eaf l`][gehYfqafgj\]jlg]nYdmYl]l`]j]kmdlkg^l`]eYfm^Y[% lmjaf_hjg[]kk& L`]]klaeYl]\hjg\m[lagfngdme]h]jegflàk-(((mfalk^gj YlglYdYegmflg^*((ogjcaf_`gmjkh]jegfl`&Oà[`[gfljgd kqkl]eogmd\Z]l`]egklkmalYZd]^gjlàk[gehYfq7 Solution: a) ;gfljgd nYjaYZd]2 Y nYjaYZd] j]_Yj\af_ hjg\m[lagf']e% hdgq]] oadd Z] k]l& Egj]gn]j$ l`] Y^^gj\YZd] jYf_] g^ 14 nYjaYlagf^gjlàknYjaYZd]oaddYdkgZ]k]l ^gj]pYehd]2 %-!& b) <YlY[gdd][lagf2aloaddZ]\gf]l`jgm_`l`][gehYfqÍk afl]jfYd Y[[gmflaf_& Lg \g làk$ ogjck`]]lk oal` l`] hjg\m[lagf g^ ]Y[` ]ehdgq]] oadd Z] gZlYaf]\ ]n]jq \Yq& c) ;gfljgd \]hYjle]fl2 l`] `]Y\k g^ \]hYjle]flk oadd j]hgjl\Yadq\YlYlgl`][gfljgd\]hYjle]fl&Làk\]% hYjle]floaddYkk]kkYf\\]l]jeaf]l`][gjj][lan]e]Y% kmj]klgZ][Yjja]\gmlafl`]]n]flg^\]naYlagfk& Business organizations 1 4. Departments in the company. Organizational charts 4.1. Concept and types of departments 9k o] e]flagf]\ Z]^gj]$ l`] ^mf[lagf g^ gj_YfarYlagf afngdn]k \ana\af_ l`] [gehYfq aflg keYdd]jmfalkgjkljm[lmj]k& L`]k] mfalk Yj] cfgof Yk departments, areas gj functional units g^ l`] [gehYfq$ Yf\l`]qYj]kh][aYdar]\afgf]gjegj]kh][aâ[lYkckafgj\]jlgY[à]n]l`]_gYdkgj gZb][lan]kl`Yl`Yn]Z]]fhdYff]\& L`]lYkckl`YlYj][Yjja]\gmlaf]Y[`\]hYjle]flYj]mkmYddqsupervised Zql`]`]Y\g^km[` \]hYjle]fl& ?]f]jYddq kh]Ycaf_$ \]hYjle]flk Yj] mkmYddq k]l Y[[gj\af_ lg l`] ^mf[lagfk YlljaZml]\ lgl`]e&L`mk$l`]j]Yj]^gmjeYaf^mf[lagfkl`Ylegkl[geegf\]hYjle]flkmkmYddqh]j% ^gje LYZd])&+!2hjg\m[lagf$[gee]j[]$âfYf[]Yf\`meYfj]kgmj[]k& Common departments in companies Features Production department Al_]f]jYl]khjg\m[lkgjk]jna[]kl`jgm_`l`]ljYfk^gjeYlagfg^j]kgmj[]k& AlakYdkgcfgofYkgh]jYlagfmfal& Purchasing department Commercial department Sales department AlÍkj]khgfkaZd]^gjl`]hjg[mj]e]flg^_gg\kgjk]jna[]k^gjl`][gehYfq& AlÍkj]khgfkaZd]^gjhja[af_$[mklge]jj]dYlagfk$[gf\alagfkg^kYd]$]l[& AlgZlYafkYf\eYfY_]kl`]egf]ql`Yll`][gehYfqf]]\klg\]n]dghalk Y[lanalqYf\[gfljgdkYdd][gfgea[Y[lanala]k& Finance department AlhdYfkYf\aehd]e]flkl`]\][akagfkj]dYlaf_lgj][jmale]fl$k]d][lagf$ ljYafaf_Yf\\]ka_fg^[geh]fkYlagfhgda[a]kg^l`][gehYfqklY^^& AleYqYdkgZ]j]khgfkaZd]^gjk][mjalqYf\`q_a]f]Ylogjc& AfdYj_][gehYfa]k$al\]n]dghkh]j^gjeYf[]]nYdmYlagfhjg_jYee]klg Ykk]kkl`]Y[lanalqg^]ehdgq]]k& Human resources department Table 1.3. Egkl[geegf\]hYjle]flkaf[gehYfa]k& 4.2. Organizational charts. Concept, features and types 9forganizational chart akY\aY_jYel`Ylk[`]eYla[Yddqk`gokl`]^gjeYdkljm[lmj]g^l`] [gehYfqYf\alk\]hYjle]flk$^mf[lagfYdYj]YkYf\alkj]dYlagfkàhgâfl]j\]h]f\]f[]& L`]eYaffeaturesg^Y[dYkka[gj_YfarYlagfYd[`YjlYj]l`gk]Yhh]Yjaf_afLYZd])&,2 Features of organizational charts Algmldaf]kl`]kljm[lmj]g^l`][gehYfq$j]hj]k]flaf_l`]mfalkl`Yl^gjealYf\af\a[Ylaf_l`]à]jYj[à[Ydj]dYlagfkàhkYegf_l`]e& Alà_`da_`lkl`]\]_j]]g^\]h]f\]f[]$Yko]ddYkalkà]jYj[à[Ydj]d]nYf[]& Alaf\a[Yl]kl`]kh][aâ[fYe]g^\]hYjle]flkYf\$kge]lae]k$l`]fYe]g^l`gk]j]khgfkaZd]& Alk`gokYl]ehgjYdj]Ydalq2alemklj]hj]k]fll`]à]jYj[à[Ydkljm[lmj]afl`][gehYfqYll`]lae]alakeY\]$Zmlfgll`]o`]fl`][gehYfqoYk[j]Yl]\& AlemklZ]mf\]jklYf\YZd]2l`]_jYhà[Ydj]hj]k]flYlagfemklZ]]Ykadqmf\]jklgg\Zql`gk]o`gj]Y\al& Alak]phj]kk]\kaehdq2alemkl[gflYafgfdql`]]kk]flaYd]d]e]flklghjgna\]l`]af^gjeYlagfl`Ylakafl]f\]\lgljYfkeal& Table 1.4. >]Ylmj]kg^Y[dYkka[gj_YfarYlagfYd[`Yjl& 15 1 Business organizations 9k^gjl`]]paklaf_types of organizational charts,l`]qnYjq\]h]f\af_gfl`][jal]jagfl`Yl `YkZ]]f[`gk]f$Ykk`gofafl`]^gddgoaf_lYZd]2 Types of organizational charts Sorting criterion Informative Purpose Content General Al[gn]jkl`]^mddk]lg^l`]gj_YfarYlagf[gf[]jf]\& Partial Algfdqk`gokYhYjlg^l`]kljm[lmj]& Structural Algfdqk`gokl`]fYe]kg^l`]]d]e]flk$l`]ajà]jYj[à[YdhgkalagfYf\Yml`gjalqj]dYlagfk& Functional Alj]^d][lkl`]^mf[lagfkgj[gfl]flkl`YlYj]Ykka_f]\lgl`]\a^^]j]fl\]hYjle]flk& Al[gflYafkaf^gjeYlagfgfbgZhgkalagfk& Staff AlakeY\]^jgelghlgZgllgeafYhqjYea\YddYqgml& Vertical Horizontal Graphical layout Alaf^gjekl`]_]f]jYdhmZda[YZgmll`][gehYfqkljm[lmj]$kgall]f\klgZ]n]jqkaehd]& Al[gflYafkl`]o`gd]kljm[lmj]g^l`][gehYfqaf\]lYad& Analytical Range Features AlakeY\]^jged]^llgja_`l$Yf\l`]ZYk]g^l`]hqjYea\ogmd\Z]gfl`]ja_`l& L`]à_`]klYml`gjalqakhdY[]\afl`][]flj]Yf\^jgelàkhgafl$af[j]Ykaf_[aj[d]kYj] \]n]dgh]\lgj]hj]k]fll`]\a^^]j]fld]n]dkg^Yml`gjalq& Circular Table 1.5. Lqh]kg^gj_YfarYlagfYd[`YjlkY[[gj\af_lg\a^^]j]flkgjlaf_[jal]jaY& @]j]qgm[Yfk]]logexamplesg^[`Yjlk2l`]âjklZ]dgf_klgYà_`dqà]jYj[à[Yd[gehYfq$ Yf\l`]k][gf\Z]dgf_klgY^dYl[gehYfq& Example of a highly hierarchical company General management Staff director Financial director Head of the technical office Financial technicians Payroll responsible Commercial director Head of sales department Selection responsible Head of purchasing department Store operator Scheme 1.3. ;`Yjlg^Yà_`dqà]jYj[à[Yd[gehYfq& Example of flat organization Marketing head Manager Production head Financial head Human resources head Scheme 1.4. ;`Yjlg^Y^dYl%gj_YfarYlagf[gehYfq& 9k qgm [Yf k]] af l`] âjkl [`Yjl K[`]e] )&+!$ l`]j] Yj] l`j]] \]hYjle]fl eYfY_]jk2 klY^^$ âfYf[aYdYf\[gee]j[aYd&L`]_]f]jYdeYfY_]j gj;=G!akYZgn]$Yf\Z]dgoo][Yfâf\`]Y\k g^\a^^]j]flYj]Ykgjl][`fa[aYfk$o`geYqYdkg`Yn]$aflmjf$ogjc]jkaf[`Yj_]g^\a^^]j]fllYkck& Af l`] k][gf\ [`Yjl K[`]e] )&,!$ gfdq ZYka[ af^gjeYlagf ak k`gof2 Y eYfY_]j Yf\ ^gmj \]hYjle]fl`]Y\k& Activities 3. @goeYfqgj_YfarYlagfYdd]n]dkYj]l`]j]afl`]gj_YfarY% lagfYd[`YjlafK[`]e])&+7Kh][a^qo`gj]hgjlk\aj][ldqlg2 a) L`][gee]j[aYd\aj][lgj& b) L`]`]Y\g^kYd]k& [!L`]klgj]gh]jYlgj& 16 4. EYc]l`]^gddgoaf_gj_YfarYlagfYd[`Yjlk2 a) Af^gjeYlan][`Yjlg^Y^Yjeaf_[gehYfq& b) HYjlaYd[`Yjlg^Y[gehmlaf_[gehYfq& c) >mf[lagfYd[`Yjlg^Y`gl]d[gehYfq& d) N]jla[Yd[`Yjlg^Yoaf]]phgjl[gehYfq& Business organizations 1 5. Decision-making O]Yj][gfklYfldqeYcaf_\][akagfkafgmj\Yadqda^]2o]\][a\]l`][dgl`]kl`Ylo]oaddZ] o]Yjaf_$l`]jgY\o]oaddlYc]lg_gkge]o`]j]$Yf\eYfqgl`]jakkm]kl`YlYjak]Yddl`]lae]& @go]n]j$o]Yj]k[Yj[]dqYoYj]gêYfqg^l`gk]\][akagfk$Yko]eYc]l`]eYka^l`]qo]j] j]^d]pY[lagfk3f]n]jl`]d]kk$l`]j]Yj]gl`]j\][akagfkl`Ylo][gfka\]jaehgjlYfl]fgm_`lg làfcYZgmll`]el`gjgm_`dq& L`]\][akagf%eYcaf_hjg[]kkakgf]g^l`]eYbgjj]khgfkaZadala]k^gjeYfY_]jkgj]p][mlan]k$ Z][Ymk]$\]h]f\af_gfl`]\][akagfkl`]qeYc]$l`][gehYfqoadde]]lalkgZb][lan]kgjfgl& Làkakl`]j]Ykgfo`qeYfq][gfgeaklkYf\`meYfj]kgmj[]kkh][aYdaklkZ]da]n]l`YlZmka% f]kkeYfY_]e]flak\]âfal]dqYfgf_gaf_hjg[]kkg^\][akagf%eYcaf_& Decision-making in the companyakYjYlagfYdhjg[]kkZqoà[`gf]gjegj]af\ana\mYdk [`ggk]Z]lo]]floggjegj]Ydl]jfYlan]kafgj\]jlgkgdn]YhjgZd]e& Fig. 1.3. L`]\][akagfko]eYc]d]Y\mk gf]oYqgjYfgl`]j&BmkllàfcYZgmll`] \][akagfqgmeY\]lgklm\qNg[YlagfYd LjYafaf_Yf\l`][`Yf_]kl`Ylal`Yk Zjgm_`llgqgmjda^]& 5.1. Types of decisions <][akagfkeYqZ]lYc]fYkYfaf\ana\mYdgjYkYj]khgfkaZd]^gjYfgj_YfarYlagf3Yddl`gk]\][a% kagfkeYqnYjqYdgl\]h]f\af_gfl`]ajd]n]d$aehgjlYf[]gjk[gh]&L`]j]^gj]$afLYZd])&.qgm [Yfâf\l`]egklka_faâ[Yfl[dYkkaâ[Ylagfk2 Sorting criterion Type of decision Features Number of individuals Individual AlakeY\]Zqgf]kaf_d]af\ana\mYdo`gakl`]gf]j]khgfkaZd] ^gjal& Level of the decision maker Group AlakeY\]Zqk]n]jYdh]ghd]$o`gYj]j]khgfkaZd]^gjal& Strategic / Level I AlakeY\]Zql`]lghà]jYj[à[Ydd]n]d& Làk\][akagfafngdn]khdYffaf_Yf\gj_YfarYlagfakkm]k g^l`][gehYfq& Al`Yklg\goal`dgf_%l]je_gYdk& Làk\][akagfafngdn]khdYffaf_Yf\gj_YfarYlagfakkm]k g^l`][gehYfq& Tactical / Level II AlakeY\]Zql`]ea\\d]hgkalagfkg^l`][gehYfq& AlakYae]\Yll`]]^â[a]flYddg[Ylagfg^j]kgmj[]klgY[à]n] l`]_gYdkk]lYll`]kljYl]_a[d]n]d& Operational / Level III Depending on the method Scheduled Non-schedulable AlakeY\]Zql`]]p][mlan]kYll`]dgo]kld]n]d& Alafngdn]kl`]lqh]g^\][akagfkl`YlYj]eY\]afl`] h]j^gjeYf[]g^j]_mdYjogjc& Alakj]h]lalan]3alemklZ]lYc]fj]_mdYjdq& L`]j]akYhjg[]kklg^Y[adalYl]alkh]j^gjeYf[] Alakf]olgl`][gehYfq$Yf\l`]fal`YklgZ]eY\]o`]f l`]mf^gj]k]]f[aj[meklYf[]Yjak]k& L`]j]Íkfgk]lld]\hjg[]\mj]^gjal& Table 1.6. Lqh]kg^\][akagfkY[[gj\af_lg\a^^]j]flkgjlaf_[jal]jaY& Activities Examples Types of decisions: Strategic/Level I: o`]j] lg dg% [Yl]hjg\m[lagf^Y[adala]k$oà[` l`] [YhalYd j]kgmj[]k k`gmd\ Z] gj oà[` hjg\m[lk oadd Z] hjg% \m[]\& Tactical/Level II:Zm\_]lmk]Yf\ [gfljgd& 5. Ej&Jg\Yakl`]âfYd\][akagfeYc]jg^:Yf[gGk[]fk]&?an]]pYehd]kg^l`]\][akagfk l`Yl`]gjl`]j]klg^\][akagf%eYcaf_d]n]dk[gmd\Y\ghl^gjl`]ZYfcY[[gj\af_lg l`]lqh]kafLYZd])&.& Operational/Level III: Yddg[Y% lagfg^lYkcklgogjc]jk& 6. K]Yj[`l`]o]Z^gjgl`]jhgkkaZd][dYkkaâ[Ylagfkg^\][akagfk j]_Yj\af_]ph]ja]f[]$ Yml`gjalq$[gfk]fkmk$]l[&!& Non-programmable: dYmf[àf_ Yf]ohjg\m[l& Programmable:hYqjgdd& 17 1 Business organizations 5.2. The process of decision-making Do you know that...? O`]f kge]Zg\q `Yk lg eYc] Y \][akagf$ l`] [`ga[] ak af^dm]f[]\ Zqk]n]jYd^Y[lgjk2 J]kgmj[]kYnYadYZd]& Jakc& Lae]& Hj]kkmj]& :]da]^k& NYdm]k& 9ko]af\a[Yl]\Z]^gj]$\][akagf%eYcaf_akYprocess[gfkaklaf_af[`ggkaf_Z]lo]]ftwo or more alternatives lYc]l`]Zmkgjl`]kmZoYq$_glgl`]_qegj_gk`ghhaf_$]l[&!& AlakgZnagmkl`Ylo`]fo]`Yn]Ydl]jfYlan]kl`YlYj][geegfYf\oal`gmlem[àehgjlYf[] Ykl`gk]YZgn]!$l`]\][akagfhjg[]kkakYdegkle][`Yfa[Yd&:mlo`]fo]^Y[]f]ohjgZd]ek gjl`gk]l`YlYj]j]d]nYflkge]`go$alakf][]kkYjqlgh]j^gjel`]]flaj]hjg[]kkYf\Ykk]kk YddhgkkaZd]Ydl]jfYlan]k& L`]\][akagf%eYcaf_hjg[]kk[gfkaklkg^four main stages: )& Analysis of the situation.AflàkâjklklY_]$o]emkl\]âf]l`]_gYdo]oYfllgY[à]n] lgkgdn]l`]hjgZd]eYf\o`Yl[Ymk]kal&L`]j]^gj]$alak]kk]flaYdlgâf\Yddl`]f][]kkYjq af^gjeYlagf$Zgl`hj]k]flYf\hYkl& *&Planning and assessment of alternatives. Af Y k][gf\ kl]h$ o] a\]fla^q l`] \a^^]j]fl ghlagfkl`Ylo][Yf[`ggk]Yf\]n]fjYak]f]ogf]k&L`mk$l`]egj]ghlagfko]`Yn]$l`] egj]o]Yj]YZd]lgâf\l`]egklkmalYZd]&O]oaddeYc]YfYkk]kke]flg^l`]Ydl]jfYlan]k Zq]daeafYlaf_l`]d]kkY\nYflY_]gmk& +&Decision and execution. 9llàkklY_]$o]oadd\][a\]oà[`l`]Z]klghlagfakYegf_l`] hgkkaZadala]kYf\o]oaddhmlalaflghjY[la[]$l`YlaklgkYq$o]oadd]p][ml]al& ,&Monitoring and evaluation.>afYddq$o]oaddYkk]kko`]l`]jl`]j]kmdlk[gjj]khgf\lggmj hdYffaf_gjfgl$l`YlaklgkYq$aô]`Yn]Y[à]n]\l`]gZb][lan]gjaô]`Yn]kgdn]\l`] hjgZd]el`Ylo]oYfl]\lgkgdn]&Gl`]joak]o]oadd`Yn]lg_gl`jgm_`l`]hjg[]kkYf\ l`]k]d][l]\Ydl]jfYlan]Y_Yaf& Case study 4. Decision-making process ?]klgjY >ak[YdKmj$ K&D& ak af[j]Ykaf_ alk [mklge]j ZYk] Yf\ hdYfklgàj]egj]klY^^$Zmlal`YkYhjgZd]e2l`]dY[cg^khY[] afalk[mjj]flogjchdY[]&Oà[`hjg[]kkg^\][akagf%eYcaf_`Yk lgZ]lYc]fafgj\]jlgkgdn]làkhjgZd]e7 Solution: L`]hjg[]kkl`Yl`YklgZ]lYc]f^gjeYcaf_km[`Y\][akagf`Yk l`]^gddgoaf_klY_]k2 1. Analysis of the situation: l`][gehYfqoYflklgj]flY f]ohdY[]$o`]j]l`]j]akjgge^gjegj]ogjc]jk$Zmlaf lmjflàkhdY[]emklZ]]YkadqY[[]kkaZd]lgl`]aj[mklg% e]jkYf\Yddgol`][gehYfqlg_Yaff]o[mklge]jk& 2. Planning and assessment of alternatives: >ak[YdKmj$K&D& `Ykl`j]]Ydl]jfYlan]k2Y!hdY[]92alÍk\goflgof$Zmloal` ^]ohYjcaf_Yj]Yk aloaddZ]\akeakk]\^gjdY[cg^Y[[]k% kaZadalq!3Z!hdY[]:2alÍkn]jqY[[]kkaZd]$ZmlalÍkdg[Yl]\ gfl`]kmZmjZk3[!hdY[];2làkdg[Ylagfakkda_`ldqkeY% dd]jl`Yfl`]YZgn]$ZmlalakafYZa_f]a_`Zgmj`gg\af l`][alqYf\kmjjgmf\]\ZqeYfqZmkaf]kk]k& 3. Decision and execution: l`][gehYfqoaddâfYddqlYc] hdY[] ;$ Z][Ymk] Ydl`gm_` al ak kge]o`Yl keYdd]j$ al ak]YkadqY[[]kkaZd]Yf\akkalmYl]\afYf]a_`Zgmj`gg\ o`]j]l`]j]Yj]eYfqhgl]flaYd[mklge]jk& 4. Monitoring and evaluation: gf[]afklYdd]\Yll`]f]o dg[Ylagf$>ak[YdKmj$K&D&oadd[`][ca^l`]eYafhjgZd]eak kgdn]\$l`YlaklgkYq$a^l`]q`Yn]]fgm_`jgge^gj]n]j% qgf]&AlYdkg`YklgeYc]kmj]l`Yll`]hdY[]ak[ge^gj% lYZd]^gjalk[mklge]jk$Yf\a^$egj]gn]j$egnaf_lglàk f]ohdY[]`Ykaehda]\Yfaf[j]Yk]afalk[mklge]jZYk]& Gl`]joak]$aleYqoYfllgj]làfcalk\][akagfYf\c]]h dggcaf_^gjegj]kmalYZd]hj]eak]k& 5.3. Decision-making in a group Af Zmkaf]kk$ af\ana\mYd \][akagfk Yj] n]jq [geegf$ Ydl`gm_` lg\Yq l`]j] ak Y growing tendency lgeYc]\][akagfk[gdd][lan]dqgjYld]YkllgYddgoY_jgmhlg]phj]kkl`]ajghafagfk$ Ydl`gm_`l`]âfYd\][akagfakeY\]gfdqZqgf]h]jkgf& L`]\][akagf%eYcaf_hjg[]kkafY_jgmh`YkYfmeZ]jg^Y\nYflY_]kYf\\akY\nYflY_]koal` j]kh][llg\][akagfkgfYfaf\ana\mYdZYkak2 18 Business organizations 1 Advantages: AlYddgok^gjegj]Yf\Z]ll]jaf^gjeYlagf_Yl`]jaf_Yf\g^^]jk\a^^]j]flna]ohgaflk& Alhjg\m[]kegj]Yf\Z]ll]jkgdmlagfk& Alaf[j]Yk]keglanYlagfYf\[geeale]fl& Al]f[gmjY_]k[j]Ylanalq& <][akagfkYj]mkmYddqY[[]hl]\Zq]n]jqgf]$]n]fl`gk]l`YlYj]jakca]j& Disadvantages: Fig. 1.4. Lg\Yq[gehYfa]kl]f\lgeYc] l`]aj\][akagfkgfY_jgmhZYkakZ][Ymk] gâlkeYfqY\nYflY_]k& AllYc]kYdgf_]jlae]& Al\adml]kaf\ana\mYdj]khgfkaZadalq& L`]j]ÍkYjakcg^[gf^gjeake2kge]lae]kYja_`lh]jkgfYdghafagfakYZYf\gf]\afgj\]jlg j]Y[`Y[gfk]fkmk& L`]j]eYqZ]e]eZ]jkg^l`]_jgmhl`Ylk]d^%[]fkgj$Ynga\\]^]f\af_l`]ajna]okgj[jala[a% raf_l`]gl`]jk^gj^]Yjg^j]b][lagf^jgel`]_jgmh& L`]j]akaf]imYdalq2e]eZ]jkg^Y_jgmhYj]f]n]j]imYd$Ykl`]q\a^^]jaf]ph]ja]f[]$d]n]d gjjgd]afl`]gj_YfarYlagf$n]jZYdkcaddk$]l[&L`]j]^gj]$Ye]eZ]jeYqljqlg\geafYl]l`] _jgmh& 9k ^gj l`] oYq g^ eYcaf_ _jgmh \][akagfk$ l`]j] Yj] eYfq techniques LYZd] )&/!$ Yf\ l`]^gddgoaf_Yj]l`]egklaehgjlYfl2 Brainstorming Philips 6/6 Six thinking hats Nominal group AlkYaeaklg\]n]dgh[j]YlanalqYf\âf\YfaffgnYlan]kgdmlagf& Gf[]l`]hjgZd]e`YkZ]]f]phdYaf]\$]Y[`hYjla[ahYflZjaf_ka\]YkkhgflYf]gmkdq$j]_Yj\d]kkg^l`]gj\]jafoà[`l`]qkh]Yc$ l`]nYdm]gjj]dYlagfkàhg^l`]a\]Yk& A\]YkYj]ojall]fo`]j]]n]jqZg\q[Yfk]]l`]e& LgZ]]^^][lan]$gf][Yffglbm\_]l`]a\]Ykg^gl`]jkYf\k]d^%[]fkgjkàh`YklgZ]Ynga\]\& Gf[]l`]_jgmhakfglYZd]lg\]n]dghegj]a\]Yk$l`]k]a\]YkemklZ]nYdm]\Yf\l`]e]eZ]jk`Yn]lg\][a\]l`]kgdmlagf3 làkklY_]eYqZ]\gf]Zql`]kYe]_jgmhgjZqY\a^^]j]flgf]& Al[gfkaklkaf\ana\af_l`]_jgmhaflgkmZ_jgmhkg^.h]ghd]$o`goadd\ak[mkkYlgha[^gj.eaf& 9^l]jlàklae]l`]j]oaddZ]Yk`Yjaf_$Yf\lg_]l`]jl`]qoadd\jYoYâfYd[gf[dmkagfZYk]\gfj]hgjlkg^l`]kmZ_jgmhk& Alakn]jqmk]^mdo`]f\]Ydaf_oal`YhjgZd]el`Yl[YfZ]khdalZqYkka_faf_]Y[`g^l`]ka\]kg^l`]akkm]lgYkmZ_jgmh& L`]\][akagf[YfZ]YfYdqr]\^jgekap\a^^]j]flh]jkh][lan]k$]Y[`gôà[àkj]hj]k]fl]\ZqY`Ylg^gf][gdgmj2 —Oàl]2alj]hj]k]flkl`]^Y[lkgZb][lan]dq$alogjckoal`^Y[lk& —:dY[c2làkakl`]egklh]kkaeakla[làfcaf_$ogjcaf_oal`\jYoZY[ckYf\eaklYc]k& —Q]ddgo2alkqeZgdar]kghlaeake$Yf\ogjckoal`Y\nYflY_]k$km[[]kk]kYf\Z]f]âlk& —J]\2alj]hj]k]flk]eglagfk$^]]daf_k$aflmalagfk&&& —?j]]f2alÍkj]dYl]\lg[j]Ylan]$affgnYlan]Yf\\a^^]j]fla\]Yk& —:dm]2algj_Yfar]kYf\[ggj\afYl]kl`]nYjagmkl`gm_`lk&Alakmk]\Zql`gk]jmffaf_l`]e]]laf_& L`]a\]Yaklg_an]l`]\a^^]j]fllqh]kg^làfcaf_Yegf_l`]e]eZ]jkg^]Y[`_jgmhYf\YfYdqr]l`]hjgZd]e^jge l`]h]jkh][lan]g^l`][gjj]khgf\af_`Yl& Al[geZaf]kaf\ana\mYdogjcYf\_jgmhogjc&Alak\ana\]\aflgl`]k]kl]hk2 —L`]eg\]jYlgjg^l`]l]Ye^gjemdYl]kl`]hjgZd]eYf\Ykck]Y[`_jgmhe]eZ]jlgojal]YkeYfqYfko]jkYkhgkkaZd]& —L`]eg\]jYlgj[gdd][lkl`]Yfko]jkYf\j]Y\kl`]eYdgm\$_mYjYfl]]af_Yfgfqealq&KaeadYja\]YkYj]_jgmh]\gf Yoàl]ZgYj\& —L`]_jgmh\ak[mkk]ka\]Yklg[dYja^q$\]n]dghgjimYda^ql`]e& —Afojalaf_$]Y[è]eZ]jYkka_fkYk[gj]lga\]Yk&L`]eg\]jYlgj[gdd][lkl`]k[gj]k$YdkgYfgfqegmk$Yf\imYflaâ]kl`]e& —L`]a\]Ykoal`l`]egklngl]koaddZ]Y\ghl]\Yk_jgmh\][akagfk& Al\]n]dghkY_j]Yl\]Ydgâ\]YkYf\$Ykl`]hjg[]kkakeY\]afojalaf_$alhj]n]flkkge]g^l`]\akY\nYflY_]kg^gjYd_jgmh \][akagf%eYcaf_$km[`Ykafl]j^]j]f[]k[Ymk]\Zqà]jYj[à[Yd\a^^]j]f[]kgj`Ynaf_egj]gml_gaf_h]ghd][gn]jaf_egklg^l`] e]]laf_lae]& Table 1.7. L][`faim]kg^\][akagf%eYcaf_afY_jgmh& 19 1 Business organizations 6. Corporate identity and corporate image 6.1. Corporate identity Afl`]Z]_affaf_g^làkmfalo]lYdc]\YZgmll`]f]]\^gj[gfljgdd]\[geemfa[Ylagfhjg[]kk]kaf l`][gehYfq&Afgj\]jlgmf\]jklYf\làkaehgjlYf[]$âjklg^Yddo]emklmf\]jklYf\o`ql`] [gehYfqf]]\klg[geemfa[Yl]&9f\fglgfdqlgcommunicate,ZmlYdkgo`qlàk[geem% fa[Ylagf`YklgZ]h]j^gje]\afa controlled way. AfY\nYf[]\kg[a]la]k$h]ghd]Yj]kmZb][l]\lgl`gmkYf\kg^\YadqY\n]jlakaf_klaemda&O]_g \gofl`]klj]]lYf\l`]j]Yj]Y\n]jlak]e]flk]n]jqo`]j]3o]lmjfl`]LNgf$Yf\Y\n]jlak]% e]flkYj]l`]j]lgg3Yf\l`]kYe]_g]k^gjeY_Yraf]k&9ddl`]k][gehYfa]kl`YldYmf[`l`]aj e]kkY_]koYflmklgZmqgjmk]l`]ajhjg\m[lkgjk]jna[]kYf\lgj][gee]f\l`]elgl`] h]ghd]o]cfgo$Zmll`]j]Yj]lggeYfqg^l`]e&Làkgn]jkmhhdqakl`]j]Ykgfo`q[gehY% fa]k`Yn]lgeYc]YeYbgj]^^gjllg stand out^jgel`]aj[geh]lalgjk$Yf\l`]gfdqoYqg^ klYf\af_ gml ak eYcaf_ l`]aj [gfkme]jk h]j[]an] l`]e Yk Y unique product, trademark or professional. L`mk$o][Yf\]âf]corporate identity Ykl`]]f\mjaf_ljYalkl`Yl\]âf]l`]h]jkgfYda% lqg^l`][gehYfq&L`YlaklgkYq$alako`Yll`][gehYfq\][a\]kak_gaf_lg\a^^]j]flaYl] al^jgealk[geh]lalgjk^gjYdgf_h]jag\g^lae]&O][gmd\kYqalÍkalk<F9& A. Properties of corporate identity Important ;gjhgjYl]a\]flalq`YklgZ]ZYk]\ gf actual qualities or intentions of the company, Yf\ fgl gfdq af o`Yl ak Z]da]n]\ lg hd]Yk] l`] hmZda[& A^ l`] [gehYfq mk]k YlljaZml]k l`Yl\gfglZ]dgf_lgal$l`]hmZda[ oadd [d]Yjdq fgla[] l`] af[gfkak% l]f[q& O`]fal[ge]klgaehd]e]fl[gjhgjYl]a\]flalq$Y[gehYfqemkl^mdâd^gmjproperties: Stability: al `Yk lg Z] eYaflYaf]\ gn]j lae] kg l`Yl l`] hmZda[ eYq `Yn] l`] hgkkaZadalq g^Z]af_YoYj]gâl& Consistency: alemklZ]ZYk]\gfY[lmYdYlljaZml]k$ZmlfglafimYdala]kl`Yll`][gehYfq \g]kfgl`Yn]& Evolution: al`Yklg]ngdn]Yklae]_g]kZqlgY\Yhllg[`Yf_]kafkg[a]lq& Uniqueness: l`] \]âfalagf g^ l`] [gehYfq emkl Z] ]p[dmkan]$ l`Yl ak lg kYq$ hjg\m[lk$ l][`fgdg_q gj k]jna[]k [Yf Z] [gha]\$ Zml fgl l`] a\]flalq& Làk ak l`] egkl aehgjlYfl hjgh]jlq& B. Dimensions of corporate identity ;gjhgjYl]a\]flalq`Yktwo dimensions: Objective identity: al ak ^gje]\ Zq Y[lmYd ]d]e]flk2 d]_Yd ^gje$ [gjhgjYl] kljm[lmj]$ àklgjq$l`]_gg\kalhjg\m[]k&&& Subjective identity: alak^gje]\Zql`]YlljaZml]kYkkg[aYl]\oalàl$Zmll`]q\gfÍlf]]\lg Z]lYf_aZd]&>gj]pYehd]$l`][gehYfqeYqZ]^ja]f\dq$eg\]jf$[dYkka[$_j]]f&&& EYcaf_YfYfYdg_qoal`h]ghd]$o][gmd\kYql`YlYfgZb][lan]a\]flalqea_`lZ]^gje]\Zq ljYalkkm[`YkY_]$`Yaj[gdgmj$kcaf[gdgmj$fYlagfYdalq$]l[&$oàd]kmZb][lan]a\]flalqea_`lZ] ^gje]\Zqgl`]jljYalk$km[`YkZ]af_kqehYl`]la[$Ydljmakla[$^ja]f\dqYf\kggf& Alak]kk]flaYdl`YlYdde]eZ]jkg^l`]gj_YfarYlagfcfgoYf\k`Yj]l`][gjhgjYl]a\]flalqg^ l`]aj[gehYfq$Yklàka\]flalqakhj]k]flaf]Y[`Yf\]n]jqY[lagfl`Yll`][gehYfqh]j^gjek2 alÍkafl`]oYqh`gf][YddkYj]Yfko]j]\$Yf\YdkgafalkY\n]jlak]e]flk&=n]jqlàf_emklZ]af Y[[gj\Yf[]oal`[gjhgjYl]a\]flalq& 20 Business organizations 1 C. Communication of corporate identity Watch out! 9fqgj_YfarYlagf$Zql`]^Y[lgâlke]j]]pakl]f[]$akk]f\af_af^gjeYlagfYZgmlalk]d^lgl`] ]fnajgfe]fl&Làkaf^gjeYlagfakakkm]\aflogoYqk2 Voluntarily: làkakl`]af^gjeYlagfl`Yll`][gehYfqakkm]kafY[gfljgdd]\Yf\afl]flagfYd oYq&>gj]pYehd]$a^Ydaf]eYfY_]jg^l`]gj_YfarYlagfg^^]jkYd][lmj]gfl`]àklgjqg^l`] gj_YfarYlagfYlY[gf^]j]f[]& Involuntarily:làkakl`]af^gjeYlagfl`Yll`][gehYfqakkm]koal`gml[gfljgd&L`gk]\YlY Yj]af^]jj]\^jge[gee]flk$Y[lagfkgjghafagfkl`YlYj]hjg\m[]\afhjanYl]gjmfafl]flag% fYddq&>gj]pYehd]$a^l`]hj]ka\]flg^l`]gj_YfarYlagfe]]lkàkgj`]jgd\[gdd]_]Zm\\a]k Yf\lYdckYZgmll`]oYqkYd]kYj]_gaf_afl`Ylk]e]kl]j& O`]fo]j][]an]af^gjeYlagf^jge\a^^]j]fl[gehYfa]k$o]mf\]jklYf\alafl`]kYe]oYq$ j]_Yj\d]kkgô`]l`]jlàkoYkngdmflYjqYf\$l`]j]^gj]$[gfljgdd]\Zql`][gehYfq$gjafng% dmflYjqgjmf[gfljgdd]\& L`YlaklgkYq$Yddl`]af^gjeYlagfo]j][]an]l`jgm_`k]n]jYd[`Yff]dkeYc]kmk[j]Yl]Yf image of the company. L`]j]^gj]$a^l`][gehYfqoYflkmklg`Yn]l`]aeY_]alakljqaf_lg[j]Yl]$[geemfa[Ylagf emklZ]2 O] eYq mk] l`] l]je public Yk Y [gdd][lan] fgmf o`]f o] e]Yf l`] k]l g^ af\ana\mYdk ^gjeaf_ l`] kg[a]lq af oà[` l`] gj_Y% farYlagf ak aee]jk]\& L`] l]je general publicakYdkgmk]\^gjlàk e]Yfaf_& O]Ydkgmk]l`]l]jepublic o`]f o]j]^]jlgYdd_jgmhkgâf\ana\mYdk l`Yl ^gje Y o`gd] oal` [geegf ^]Ylmj]k& >gj ]pYehd]$ ^gj l`] J]_agfYd ?gn]jfe]flgÊY\ja\$l`]public ak ^gje]\ Zq Ydd l`] af`YZalYflk g^ l`] J]_agf g^ EY\ja\& :ml l`] public g^ Yf gj_YfarYlagf ak a\]f% laâ]\oal`Y_jgmh2ogjc]jkg^l`] gj_YfarYlagf$mk]jkg^l`]k]jna[]k al hjgna\]k$ kmhhda]jk g^ l`] gj_Y% farYlagf$]l[& Constant: l`] [gehYfq [Yffgl [geemfa[Yl] oal` alk hmZda[ gfdq o`]f alÍk [gfn]fa]fl3 al`Yklgc]]hY[gfklYfl[geemfa[Ylagf& Consistent: Ydd[geemfa[YlagfY[lagfkmf\]jlYc]fZql`][gehYfq`Yn]lgZ]^Yal`^mdlg l`]aja\]flalq&L`YlaklgkYq$o`Yll`][gehYfqak$o`Yll`][gehYfq\g]kYf\o`Yll`] [gehYfqkYqkal\g]kemklZ]afl`]kYe]daf]& A^l`]j]Yj]af[gfkakl]f[a]k$mf[gfk[agmkdqgj]n]f[gfk[agmkdq$l`][gfkme]joaddlja__]jY oYjfaf_ka_fYdl`Yloadd[Ymk]\akljmklg^Yddaf^gjeYlagfYf\Y[lagfkg^l`][gehYfq$Yf\]n]f egj]o`]fl`]qYj]ngdmflYjqgj[gfljgdd]\& 6.2. Corporate image Lg hml al kaehdq$ o] eYq kYq l`Yl corporate image ak o`Yl l`] hmZda[ làfc g^ gmj gj_YfarYlagf&AlÍkfglbmklo`YlYfaf\ana\mYdgj_jgmhlàfck$Zmlo`Yl]e]j_]k^jgel`] [gdd][lan]& A. Building corporate image L`]hmZda[Zmad\k[gjhgjYl]aeY_]^jgel`]af^gjeYlagfalj][]an]k^jge2 L`]company itself:làklqh]gâf^gjeYlagfeYq`Yn]Z]]fakkm]\Zgl`ngdmflYjadqYf\ afngdmflYjadq& L`]competitors: l`]e]kkY_]kg^[geh]lalgjkYZgmll`]ek]dn]kaf^dm]f[]l`]aeY_]g^ gl`]j[gehYfa]k^gj[gehYjakgf& L`] environment: làk af[dm\]k Yfq af^gjeYlagf j]dYl]\ lg l`] [gehYfq gj k][lgj l`Yl j]Y[`]kl`]hmZda[l`jgm_è]\aY$^ja]f\k$Y[imYaflYf[]k&&& B. Measuring corporate image 9^l]j [j]Ylaf_ l`] [gjhgjYl] aeY_] g^ l`] [gehYfq$ al ak f][]kkYjq lg e]Ykmj] alk aehY[l gfl`]eYjc]l&Làke]Ykmj]e]flakhgkkaZd]l`jgm_`market research techniques,km[`Yk ghafagfhgddk& 21 1 Business organizations L`]log]d]e]flkl`Yl[YfZ]klm\a]\lg[Yjjqgmll`]e]Ykmj]e]flg^[gjhgjYl]aeY_]Yj]2 L`]reputation of the company, l`YlaklgkYq$l`]nYdmYlagfl`Yll`]hmZda[`YkYZgmll`] [gehYfq& Positioning,l`YlaklgkYq$l`]hdY[]l`Yll`][gehYfq`Ykaf[gfkme]jÍkeaf\[gehYj]\ lgalk[geh]lalgjk& Lgkmemh$o][YfkYql`Yl corporate identityak^gje]\ZqljYalkl`YlZ]dgf_lgl`]gj_Yfa% rYlagf$oàd]corporate imageak^gje]\Zql`]e]flYdh]j[]hlagfgja\]Yl`Yll`]hmZda[`Yk YZgmll`]gj_YfarYlagf >a_&)&-!& AfYfq[Yk]$l`]_gYdg^Yfqgj_YfarYlagfaklgeYc]kmj]l`Ylalka\]flalqYf\alkaeY_]Yj]l`] kYe]$Yklàkakl`]oYqlg]fkmj]l`Yll`]hmZda[`Ykl`]e]flYdha[lmj]g^l`]gj_YfarYlagf l`YlakZ]kl^gjal& Case study 5. Building corporate image L`]kf]Yc]j[gehYfqRYhYlaf]k$K&D&\]ka_fkYf\hjg\m[]kk`g]k^gjqgmf_h]ghd]Y_]\ Z]lo]]f)*Yf\)0&Alk[gjhgjYl]a\]flalqak^gje]\Zql`]^gddgoaf_gZb][lan]^]Ylmj]k2 qgmf_[gehYfq$^gmf\]\af*((0$ogjcaf_l]Yeg^YfYn]jY_]Y_]g^+*&9f\l`]^gddgoaf_ kmZb][lan]^]Ylmj]k2alkmhhgjlkqgmf_h]ghd]$alÍk\a^^]j]fl$j]Z]d$mjZYf$Yf\â_`l]j& Solution: Lg [j]Yl] Y [gjhgjYl] aeY_] af l`] hmZda[ kg l`Yl al a\]flaâ]k l`Yl aeY_] oal` l`] YZgn]e]flagf]\nYdm]kg^qgml`$j]Z]ddagf$Yf\kggf$RYhYlaf]k$K&D&\][a\]klgY\ghl l`]^gddgoaf_e]Ykmj]k2 J]egn] ^gjeYd ZYjja]jk oalàf l`] [gehYfq$ [j]Ylaf_ Yf af^gjeYd Yf\ ]imYd ogjcaf_]fnajgfe]fl& Mk]l`]e]\aYl`Ylqgmf_h]ghd]mk]afgj\]jlgY\n]jlak]l`][gehYfq&>gj]pYe% hd]$kg[aYdf]logjck& Mk]Yqgmf_dYf_mY_]afYddalk[geemfa[Ylagfk& @ajaf_o]dd%cfgof_jY^âlaYjlaklk lg\gkge]\]ka_fkg^l`]ajk`g]k& KhgfkgjkcYl]Yf\_jY^âla[`Ye% hagfkàhkYf\emka[[gfl]klk& Kmhhgjl f]o [dglàf_ \]ka_f]jk Zq[j]Ylaf_k[`gdYjkàhk& $ Activities 7. L`][gehYfqJ]hgkl]jYkDh]r$K&D&gofkk]n]jYdZjYf\kafl`]^gg\k][lgj&9^l]j egj]l`Yf,(q]Yjkgfl`]eYjc]l$al`Yk\][a\]\lgj]hdY[]alkljY\alagfYddg_g$[gf% kaklaf_g^l`]afalaYdkJDafhdYafZdm]mhh]j[Yk]d]ll]jk$^gjYf]ogf]afoà[`l`] afalaYdkYj]fglhdYaf$Zml^gje]\Zql`]kqeZgdkg^l`]\a^^]j]flZjYf\kg^l`][ge% hYfq&Af\gaf_kg$J]hgkl]jYkDh]rk]]cklg[gfn]qnalYdalq$oàd]eYaflYafaf_l`] klj]f_l`Yf\kgda\alql`Yll`]hj]nagmkdg_gljYfkeall]\&:qaf[dm\af_l`]kqeZgdk g^Yddl`]ZjYf\kg^l`][gehYfq$l`]hmZda[[YfYdkg^mddqh]j[]an]o`YlakZ]àf\ J]hgkl]jYkDh]r$o`Ylal\g]kYf\`goal\g]kal&Afgjl`]jlg[gehd]e]fll`]dg_g [`Yf_]$l`][gehYfq`Ykàj]\ÂYfY\n]jlakaf_[YehYa_f& Oà[`[gjhgjYl]a\]flalqhjgh]jla]kYj]]na\]floal`làkaf^gjeYlagf7Oà[`]d]% e]flkg^gZb][lan]Yf\kmZb][lan]a\]flalqakl`][gehYfqafl]f\af_lg[geemfa% [Yl]7@go\g]kJ]hgkl]jYkDh]roYflalka\]flalq[geemfa[YlagflgZ]7O`Ylak l`]j]imaj]e]fl^gjY[gjhgjYl]aeY_]lgeYl[`Y[gjhgjYl]a\]flalq7 22 Business organizations 1 6.3. The trademark L`]l]jetrademarkj]^]jklgYfqka_fmk]\lg\aklaf_mak`gmjhjg\m[lk$k]jna[]kYf\ af\mkljaYdgj[gee]j[aYd]klYZdakè]flkafl`]eYjc]l& L`]eYaf^]Ylmj]g^YljY\]eYjcakl`Ylal`YklgZ]mfaim]$l`YlaklgkYq$l`]j][YfZ]fggl`]j a\]fla[YdgjkaeadYjljY\]eYjcafl`]eYjc]l& Fig. 1.5. ::N9dg_g&=pYehd]fgeafYlan] ljY\]eYjc2^gje]\Zqd]ll]jk& L`]ljY\]eYjcemklZ]mfaim]^gjtwo reasons: :][Ymk]làkmfaim]f]kk`]dhk[gfkme]jklg\a^^]j]flaYl]hjg\m[lk$[gehYfa]kgjk]jna[]k ^jge]Y[`gl`]j& :][Ymk] al `]dhk l`] [gehYfq lg Z] af l`] eYjc]l$ Yk al kmhhgjlk nakmYddq alk \aklaf[lan] imYdala]k$l`YlaklgkYq$alka\]flalq& L`]j]Yj]three basic typesg^ljY\]eYjck2 Nominative:l`]k]Yj]^gje]\ZqYfYe]gjd]ll]jk&L`]q[Yfmk]Ymfaim]^gflgjfgl& Afl`]]pYehd]g^l`]ja_`leYj_af$l`Ylogmd\Z]::N9dg_g >a_&)&-!& Figurative:l`]qYj]kqeZgdk$ka_fkgjaeY_]k$km[`YkEgnaklYjdg_g >a_&)&.!& Fig. 1.6. EgnaklYjdg_g&=pYehd]g^â_mjY% lan]ljY\]eYjc2Ykh][aYddq\]ka_f]\EYkY ljY\]eYjc& Mixed:^gje]\Zqd]ll]jkYf\kqeZgdk[geZaf]\$km[`Yk=d;gjl]Af_dkdg_g >a_&)&/!& L`]k]l`j]]lqh]kYj]l`]egkl[geegf]k$Zmll`]j]Yj]gl`]jlàf_kl`YleYqYdkgZ]Y hYjlg^l`]ZjYf\$km[`YkYe]dg\q Ykl`]gf]afFg[addYY\n]jlak]e]fl!gjY[gdgmjl`Yl `YkZ]]f]p[dmkan]dqmk]\^gjlàkljY\]eYjc Ykl`]j]\[gdgmjafl`][Yk]g^;g[Y%[gdY!&Lg\Yq$ ]n]f]p[dmkan]^dYngmjkYj][j]Yl]\kgl`Yll`]q[YfZ]Ykkg[aYl]\oal`ljY\]eYjck& AfYfq[Yk]$l`]^mf\Ye]flYdlqh]kg^ljY\]eYjckYj]YdoYqk^gje]\Zqthree elements: The symbol: l`]â_mj]gja[gfl`Ylj]hj]k]flkgmjgj_YfarYlagf&>gj]pYehd]$l`]^dY_g^ =d;gjl]Af_d]k& The logo:l`]fYe]g^gmjgj_YfarYlagfojall]fafY[]jlYafoYqgjafYhYjla[mdYj^gfl& >gj]pYehd]2l`]d]ll]jkg^=d;gjl]Af_dk& Fig. 1.7. Dg_gg^=d;gjl]Af_dk&=pYehd] gêap]\ljY\]eYjc2al[geZaf]kYhYjla% [mdYj^gfloal`l`]kqeZgdg^l`]^dY_& The corporate colours: [gdgmjk l`Yl a\]fla^q mk Yk Yf gj_YfarYlagf& >gj ]pYehd]$ [gdgmjk_j]]f$oàl]Yf\ZdY[cYj]l`]\]âfaf_^]Ylmj]g^=d;gjl]Af_dk& 6.4. Corporate Visual Identity (CVI) Spanish assistant L`]l]jecorporate visual identityj]^]jklgl`]\]n]dghe]flYf\Yhhda[Ylagfg^l`] ljY\]eYjcafYddYj]Ykg^l`][gehYfq& Lg\Yq$YkYj]kmdlg^l`]af[j]Ykaf_fmeZ]jg^]paklaf_ljY\]eYjck$[gehYfa]k`Yn]j]Ydar]\ l`Yll`]aja\]flalq[Yf£lgfdqZ]ZYk]\gf\]ka_f$Yf\emkl_g^mjl`]jYf\eYc]Y real difference. L`mk$bmklYko]`Yn]fgl]\l`]aehgjlYf[]g^[gfkakl]f[qafcorporate identity,afl`][Yk] g^visual identitylàkf]]\Z][ge]k]n]fegj]]na\]flZ][Ymk]$YkY_]f]jYdjmd]$l`]âjkl [gflY[ll`YlYfaf\ana\mYd`Ykoal`l`]gj_YfarYlagfakl`jgm_`l`]ljY\]eYjc& L`]j]^gj]$aô]oYflgmjljY\]eYjclgZ]j][g_far]\afl`]^mlmj]$gjaô]oYfll`Yll`] Y[lgjg^YfY\n]jlak]e]flak[d]Yjdqa\]flaâ]\$o]emklfgl[`Yf_]l`]_jYhà[kYhhda[Ylagf g^l`]ljY\]eYjc& >gj]pYehd]$aô]_g\gofl`]klj]]l$l`]âjkllàf_o]mkmYddqk]]Z]^gj]]fl]jaf_Yklgj]ak alkka_f&Egj]gn]j$a^l`]klgj][gflY[lkmkZqhgklYdeYadlg[gfâjeYfgj\]jl`Ylo]`Yn]bmkl eY\]$o]f]]\lga\]fla^ql`]ljY\]eYjc$Yf\làkakl`]j]Ykgfo`qalemklZ]j][g_farYZd] Zglàfl`]ka_fYf\hjafl]\gfhYh]j& DYhYdYZjY]khYgdY"eYj[Y"hm]\] \][ajk] \] \gk ^gjeYk ]f af_dk2 trademark q brand, [geg `YZjk naklg ]f ]kl] h_afY& 9mfim] dY eYqgjY \] dYk n][]k k] Y[]hlYf [geg kaffaegk$ fg ]kl \] ek im] k]hYk im] fg dg kgf2 ea]f% ljYkim]trademark]kmfljeafg _]f]jYd im] `Y[] j]^]j]f[aY Y dY eYj[Y j]_akljY\Y ]f k eakeY$ ]d ljeafg brand k] km]d] ]ehd]Yj hYjY j]^]jajk] Y ]d]e]flgk nakmY% d]k$ kgfgjgk g \] gljg lahg! im] kajn]f hYjY \a^]j]f[aYjk] \] dY [geh]l]f[aY& Hgj ]kg k] \a[] im] Yd_g]klbranded[mYf\gem]kljY Yd_mfg \] ]klgk ]d]e]flgk$ hgj ]b]ehdg$ mf Zgd_jY^g [gf ]d dg_g \]d::N9& 23 1 Business organizations Web http://www.um.es/cpu/imagen/ Afl`]k][lagf"K]jna[ag\];gemfa% [Y[afqHjgq][[afMfan]jkalYjag" g^ l`] Mfan]jkalq g^ Emj[aY$ qgm [Yf Y[[]kk alk ;gjhgjYl] NakmYd A\]flalqEYfmYd& Kmeeaf_mhlgY[à]n]YfYhhjghjaYl]nakmYda\]flalq$alakf][]kkYjqlg\]n]dghYk]lg^jmd]k lg_ma\]l`]aehd]e]flYlagfg^l`]ZjYf\afnYjagmke]\aY3afgl`]jogj\k$o`]fl`]ZjYf\ak mk]\af[gee]j[aYdd]ll]jk$]fn]dgh]k$o]Zkal]k$[gjhgjYl]_a^lk$]l[&$alemklc]]hl`]a\]flalq Yf\h]j^][ldqkmall`]k]e]\aY& L`]k]jmd]kg^Yhhda[YlagfYj]mkmYddq]phdYaf]\afl`]corporate identity manual. L`]Yaeg^l`][gjhgjYl]a\]flalqeYfmYdakl`Yl]n]jqgf]afl`]gj_YfarYlagfaf[`Yj_]g^ ogjcaf_oal`kge]]d]e]flg^nakmYda\]flalqcfgok`golgYhhdql`]ljY\]eYjc&Làkakl`] oYqlgY[à]n]mfaâ[YlagfYf\klYf\Yj\arYlagfg^[geemfa[Ylagf]d]e]flk& 9k^gjl`]elementsl`Yl^gje[gjhgjYl]nakmYda\]flalq$l`]qYj]l`]^gddgoaf_2 Logo: al ak l`] ojall]f hYjl g^ l`] a\]flaâ]j g^ l`] ljY\]eYjc& >gj ]pYehd]$ l`] d]ll]jk ^gjeaf_l`]ogj\k=d;gjl]Af_d]k& Symbol:alÍkY_jYhà[Ydj]hj]k]flYlagfg^l`]ljY\]eYjc&>gj]pYehd]$l`]kqeZgdg^khgjlk ljY\]eYjcFac]& Corporate colours:l`][`ga[]g^l`][gdgmjkl`Yl^gjel`]kqeZgd$l`]dg_ggjZgl`&;g% dgmjk`Yn]YfklYf\Yj\j]^]j]f[]^gj]Y[`gf]kgl`Yll`]q[YfZ]^Yal`^mddqj]hjg\m[]\&>gj ]pYehd]$YHYflgf]j]^]j]f[]& Fonts:l`]^gflmk]\afl`]dg_g$Yko]ddYkl`]gf]lgZ]mk]\afYdd[gehYfq[geemfa[Y% lagfk$`YklgZ]a\]flaâ]\&>gj]pYehd]$;=HK9`Yk[`gk]fl`]^gfl^Yeadq?addKYfkYkalk [gjhgjYl]^gfl& Figure-background relationship:l`Ylak$`golgYhhdql`]dg_g\]h]f\af_gfl`]ZY[c% _jgmf\[gdgmj&>gj]pYehd]$l`]ZjYf\;=HK9\]l]jeaf]kl`Ylaâlkdg_g[YffglZ]mk]\ oal`j]\ZY[c_jgmf\Yf\oàl]d]ll]jaf_$l`]ZY[c_jgmf\`YklgZ]ZdY[c& Fig. 1.8. Dg_gg^=d;gjl]Af_dkafZdY[c Yf\oàl]& Monochrome version: `golgYhhdql`]dg_ggjkqeZgdmkaf_gfdqgf][gdgmj&L`]dg_gaf >a_&)&0akY_gg\]pYehd]& Applications:YddhgkkaZd]Yhhda[Ylagfkg^l`]dg_gYf\'gjkqeZgdaf\a^^]j]fleYl]jaYdkYf\ e]\aY& >gj ]pYehd]$ [Yj\k$ d]ll]j`]Y\k$ ]fn]dgh]k$ ZYff]jk$ mfa^gjek$ [gehYfq [Yjk$ Yf\kggf& Do you know that...? HYflgf] ak Y M&K& [gehYfq l`Yl afn]fl]\ Y kqkl]e$ l`] Pantone Matching System, oà[` a\]fla% â]k [gdgmjk Zq Y []jlYaf [g\]& L`mk$ l`] [gdgmjk l`Yl Yhh]Yj af dg_gkYf\kqeZgdkoaddj]eYafl`] kYe]j]_Yj\d]kkgô`]j]l`]qYj] hjafl]\& Activities 8. 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L`]^gfleYqZ]mk]\lg_an]Y^gjeYdgjaf^gjeYd[`YjY[l]jlgl`]ZjYf\&Mk]Yogj\ hjg[]kkgjlgk]Yj[`^gjlog^gflk$gf]^gjeYdYf\gf]af^gjeYd$lg[gfn]ql`]ZjYf\ aeY_]g^l`][gehYfq;]fljg\]^gjeY[af;Yd[mdmk$K&D& 24 Business organizations 1 Summar y Formal or informal Classification of companies according to their organizational structure Centralized or decentralized Simple (linear or functional) or complex Hierarchical or flat Planning Production Sales Functions of the organization Organization Commercial Purchasing Departments Management Financial Control Human resources Schematic diagram showing the formal structure of the company and its departments, functional areas and their relationship of interdependence. Purpose Organizational chart Range Sorting criteria Content Graphical Layout Situation analysis Planning and assessment of alternatives Process with four stages Decision and execution Decision-making Monitoring and evaluation Techniques of decision-making in group: brainstorming, Phillips 6/6, Six thinking hats, nominal group. Corporate identity (DNA of the company) Objective identity: formed by real elements: legal form, structure, history, goods produced... Subjective identity, formed by the attributes associated with it, but those doesn’t have to be tangible: friendly, modern, classic, green… Corporate identity ≠ Corporate image (public perception) Corporate visual identity: development and application of the mark in all areas of the company. Trademark Sign used to distinguish our products, services, industrial or commercial establishments in the market and so on. 25 1 Business organizations Test review 1. 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Af\a[Yl]a^l`]^gddgoaf_klYl]e]flkYj][Yk]kg^ngdmflYjq gjafngdmflYjq[geemfa[Ylagfg^[gjhgjYl]a\]flalq2 a) L`]hj]ka\]flg^l`]F?GKYdnY[afKmjg^^]jkYd][lmj] gfl`]àklgjq$_gYdkYf\nYdm]kg^l`]gj_YfarYlagf& b) L`]eYjc]laf_eYfY_]jg^RYhYlaf]k$K&D&[Yddk^gjYf afl]jfYd e]]laf_ lg af^gje hYjlf]jk YZgml l`] f]o Y\n]jlakaf_[YehYa_f& c) L`]Y[[gmflYflg^l`]ZYc]jqLmhfl]ddkl`]Y[[gmflYfl g^l`]^jmalklgj]>j]k`n]j\l`YlkYd]kYj]_gaf_\gof& d) L`]hmj[`Ykaf_eYfY_]jg^RYhYlaf]k$K&D&e]]lklog ^ja]f\kYf\l]ddkl`]el`Yll`]f]oY\n]jlakaf_[Ye% hYa_fl`Yl`]j[gehYfqakYZgmllgdYmf[`k]]ek"^gj \meea]k"lg`]j& Unit 2 The communication process In this unit you’ll learn how to: A\]fla^ql`]]d]e]flkYf\klY_]kg^Y [geemfa[Ylagfhjg[]kk& 9kk]kkl`]aehgjlYf[]gêYaflYafaf_ Yhgkalan]Yllalm\]lgoYj\kY [geemfa[Ylagfhjg[]kk& 9fYdqk]l`]nYjagmkZYjja]jkl`YleYq Yjak]af[geemfa[Ylagf& <a^^]j]flaYl]Z]lo]]f[geemfa[Ylaf_ Yf\ljYfkeallaf_af^gjeYlagf& ;`ggk]YkmalYZd]Ydl]jfYlan]lgkgdn] [geemfa[YlagfhjgZd]ek& And you’ll study: L`]]d]e]flkg^l`][geemfa[Ylagf hjg[]kk2k]f\]j$j][]an]j$e]kkY_]$ [`Yff]d$[g\]$[gfl]plYf\^]]\ZY[c& L`]\a^^]j]f[]Z]lo]]f[geemfa[Ylagf Yf\af^gjeYlagf& Hgl]flaYdZYjja]jklg[geemfa[Ylagf& L`]kgdmlagfklgZYjja]jk [geemfa[Ylagf& 2 The communication process 1. Elements involved in the communication process Afl`]âjklmfalo]\]âf]\Y[gehYfqYkYZmkaf]kkgj_YfarYlagfo`]j]h]ghd]ogjc&O]Ydkg ]phdYaf]\l`Yll`gk]o`gogjcafalemkl[geemfa[Yl]oal`]Y[`gl`]j afl]jfYd[geemfa% [Ylagf!Yf\l`Yll`][gehYfqYdkg[geemfa[Yl]koal`l`]gmlka\] ]pl]jfYd[geemfa[Ylagf!& :mlo`YlYj]l`]rolesl`Yl[geemfa[YlagfhdYqkafgj_YfarYlagfk7L`]qYj]l`]^gddgoaf_2 Motivating]ehdgq]]kYf\[j]Ylaf_Yhjgh]j[ggh]jYlan]]fnajgfe]fl& Reportinggjhjgna\af_\YlYf]]\]\^gj\][akagf%eYcaf_Yf\khj]Y\af_l`]_gYdkYf\gZ% b][lan]kg^l`]gj_YfarYlagf& Controllingl`]h]j^gjeYf[]g^hdYfkYf\l`]Z]`Ynagmjgâlke]eZ]jk& Expressing]eglagfkYZgmlogjcY[à]n]e]flkgj^Yadmj]kYf\j]dYl]l`]gj_YfarYlagfoal` alk]fnajgfe]fl& Aflàkmfalo]oadd^g[mkgf[geemfa[Ylagfaf_]f]jYdYf\o]oaddafljg\m[]Yk]ja]kg^ZYka[ [gf[]hlklg]phYf\Yf\Yhhdql`]elgZmkaf]kk[geemfa[Ylagfafl`]f]plmfal& Web Af làk o]Z hY_] qgm [Yf gZlYaf egj]af^gjeYlagfYZgmll`][ge% emfa[Ylagfhjg[]kk2 www.portalcomunicacion.com >jge Y hjY[la[Yd hgafl g^ na]o$ l`] akkm]k j]dYl]\ lg gjYd Yf\ ojall]f [geemfa[Ylagf Yj] [gfka\]j]\k]hYjYl]dq&GjYd[geemfa[Ylagf$gfl`]gl`]j`Yf\$akfglgfdql`]k]lgôgj\k l`YlakljYfkeall]\2l`]j]Yj]Ydkg]d]e]flk$km[`Yk_]klmj]k$l`Ylo]mk]o`]fo]kh]Yc ^Y[]lg^Y[]$Yko]ddYkl`]nga[]lgf]l`Yl_g]koal`l`]k]ogj\kYf\l`YlakYhYjlg^l`] e]Yfaf_l`YlqgmoYfllg_an]lgl`]e]kkY_]&L`]k]]d]e]flk^gjel`]kg%[Ydd]\non-verbal communication,Yko]oaddk]]af\]lYadafl`]^gddgoaf_k][lagfk& Activities 1. Af\a[Yl]l`][geemfa[Ylagfjgd]af]Y[`g^l`]^gddgoaf_ [Yk]k2 a) L`] hdY[]e]fl g^ Y hgkl]j oal` l`] ha[lmj] g^ l`] ]ehdgq]]l`Yl`Yk]p[]dd]\afl`]hYklegfl`2 c) 9klm\qgfhjgkh][lan][mklge]jkg^Yf]o[gdY2 Cola demand q5%)+1&-+p+#)*-0&-p *%+1((&/p#,).0&* )*(( )((( 0(( .(( ,(( *(( ( )&*- )&/- *&*- *&/- +&*- d) 9f afl]jfYd [aj[mdYj d]ll]j Ykcaf_ l`] ]ehdgq]]k lg gZk]jn]l`]\j]kk[g\]g^l`][gehYfq2 b) L`]]phj]kkagfkg^bgqg^l`]Yl`d]l]ko`]fl`]q_]lY km[[]kk2 30 The communication process Web Case study 1. Communicating the new company’s product Operator 1 Vicente Bajo A^qgmoYfllg]phYf\qgmjcfgo% d]\_] gf [geemfa[Ylagf oalàf l`] [gehYfq$ nakal l`] ^gddgoaf_ dafc2 Operator 2 Juan Sala http://www.ciberconta.unizar.es/leccion/comui/100.htm ¡=kl`]jHmqYd! L`][gehYfqHa]\jYkKgf]ajY$K&D&akgj_Yfar]\Y[[gj\af_lglàkgj_YfarYlagfYd[`Yjl2 Operations manager Alejandra Díaz General manager Arturo Soneira 2 Marketing manager Pedro Pérez Sales agent Luisa Vargas Financial manager Alba Soneira Administrative assistant Sara Castelo Scheme 2.1. Gj_YfarYlagfYd[`Yjlg^l`][gehYfqHa]\jYkKgf]ajY$K&D& L`]eYfY_]j$9jlmjgKgf]ajY$oYflklgdYmf[`Yf]ojYf_]gêYjZd][gmfl]jlghk^gj [Yl]jaf_]klYZdakè]flk&>gjlàkhmjhgk]$`]Zjaf_kl`]`]Y\kg^l`]l`j]]\]hYjle]flk lg_]l`]jYlàkg^â[]Yf\l]ddkl`]eàka\]Y&L`]l`j]]g^l`]e]phj]kkl`]ajY_j]]e]fl Yf\mf\]jlYc]lg[YjjqgmlYbgaflhdYf^gjl`YldYmf[`& O`Yl]d]e]flk[YfZ]a\]flaâ]\aflàk[geemfa[Ylagfhjg[]kk7 Solution2 Afl`][geemfa[Ylagfhjg[]kkg[[mjjaf_af9jlmjgÍkg^â[]o][Yfa\]fla^qk]n]jYd]d]% e]flk2 L`]sender:l`]h]jkgfakkmaf_l`]e]kkY_]$oà[àk9jlmjgKgf]ajY& L `]receivers:l`]j][aha]flkg^l`]e]kkY_]&Aflàk[Yk]l`]`]Y\kg^l`]l`j]] \]hYjle]flk& L `]messagel`YlakljYfkeall]\2"O]Yj]dYmf[àf_Yf]odaf]gêYjZd][gmfl]jlghk ^gjl`][Yl]jaf_k][lgj&" L `]channelgje]\amel`jgm_òà[àlakljYfkeall]\2alakljYfkea%ll]\gjYddq Zq9jlmjgKgf]ajY& L`]codegjk]lg^ka_fkYf\kqeZgdkl`YlljYfkeall`]e]kkY_]2aflàk[Yk]$ =f_dak`dYf_mY_]& L`]context:dg[Ylagf$lae]$[mdlmj]g^l`]hYjla[ahYflkYf\$af_]f]jYd$l`][aj[me% klYf[]kafoà[`l`]e]kkY_]akljYfkeall]\&Aflàk[Yk]$l`]qe]]lYll`]g^â[] g^l`]_]f]jYdeYfY_]jY^l]jZ]af_[Ydd]\Zq9jlmjgKgf]ajY& Activities 2. L`] [gehYfq 9IM9G;AG$ emfa[ahYd koaeeaf_ hggd kmhhda]jafl`]lgofkg^l`]9mlgfgegmk;geemfalqg^ ;YkladdYqD]f$k]f\ke]kkY_]klgl`][]ddh`gf]kg^l`] [mklge]jkl`Yl`Yn]Z]]foal`l`][gehYfq^gjegj]l`Yf gf]q]YjlgYffgmf[]l`]_a^lg^kge]afnalYlagfklgYl`]j% eYdlj]Yle]fl&Af\a[Yl]l`]]d]e]flkg^làk[geemfa[Y% lagfhjg[]kk& 3. =fl]jl`]o]Zkal]g^l`][YehYa_fkg^<aj][[af?]f]jYd \]Ljâ[g <?L!$www.dgt.es/was6/portal/contenidos/ visor_multimedia, Yf\Yfko]jl`]k]im]klagfk2 a) O`gakl`]k]f\]j7 b) O`gYj]l`]j][aha]flk7 c) O`Yl[`Yff]dgj[`Yff]dkYj]mk]\7 31 2 The communication process Watch out! <g fgl eaklYc] l`] e]Yfaf_ g^ l`] e]kkY_] ^gj alk [gfl]fl& L`] e]Yfaf_ ak _an]f fgl gfdq Zq ogj\k$ kgmf\k$ ha[lmj]k gj _]klm% j]kl`YlYj]ljYfkeall]\$ZmlYdkg Zql`][gfl]plafoà[ò]dan]& LYc]l`]k]fl]f[]"D]lÍk_glgl`] ZYfc"& Al [gmd\ Z] kYa\ Zq Y Zmka% f]kkeYf lg Y [mklge]j oal` l`] a\]Yg^_gaf_lg_]l`]jlgYâfYf% [aYd afklalmlagf lg \]hgkal kge] egf]q3 Zml al [gmd\ Ydkg Z] mk]\ Zq kge]gf] o`g afnal]k Y ^ja]f\ lg`Yn]YoYdcYdgf_l`]jan]jka\] g^l`]ajlgof& L`]egkl[geegfscheme^gjl`]communication process K[`]e]*&*!oYk]klYZdak`]\af l`]dYkl[]flmjqZqJgeYfBYcgZkgf$j]fgof]\JmkkaYfdaf_makl$Yf\akmkmYddqj]hj]k]fl]\Yk ^gddgok2 Receiver Sender Decoding Encoding Message Channel Feedback Scheme 2.2. L`][geemfa[Ylagfhjg[]kk& >gjYcommunication processlg\]n]dgh$Yfexchange of informationakj]imaj]\&A^l`]j]ak fg]p[`Yf_]$l`]j]akfg[geemfa[Ylagf$Yklàkakgfdqaf^gjeYlagfljYfkeakkagf& Activities 4. =\a[agf]k9hj]f\]$K&9&akY[gehYfq\]\a[Yl]\lghmZdakàf_l]plZggck&Al`YkY o]Zkal]Yae]\gfdqYlhgklaf_af^gjeYlagfYZgmlalkhjg\m[lk&O`Ylgl`]j^mf[lagfk [gmd\Z]af[gjhgjYl]\lgl`]o]Zkal]kgl`Yll`][geemfa[Ylagfoalàlk[mklge]jk Yf\kmhhda]jk[gmd\`Yhh]f7>gje_jgmhkg^klm\]flklgkgdn]làkY[lanalq& 5. L`][geemfa[Ylagfeg\]dl`Ylo]`Yn]j]hj]k]fl]\akfgll`]gfdql`]gjql`Yl`Yk Z]]f\]n]dgh]\gfl`]kmZb][l&@Yjgd\<oa_`lDYkko]dd$^gj]pYehd]$hjghgk]\Y l`]gjql`Yl`YkZ]]foa\]dqmk]\afeYkke]\aYh]j^gjeYf[]&Mkaf_l`]j]kgmj[]k hjgna\]\ZqAfl]jf]l$âf\gmlo`Yllàkl`]gjqakYZgml& 1.1. The sender L`]senderakl`]gf]o`gljYfkealkl`]e]kkY_]& AfY[gehYfq$l`]k]f\]jeYqZ]$^gj]pYehd]$YeYfY_]j_anaf_afkljm[lagfklgàkgj`]j ]ehdgq]]k& L`]k]f\]jk]]ckgjafl]f\kY[]jlYafreactionafl`]j][aha]flYkYj]kmdlg^l`]af^gjeYlagf ljYfkeall]\&L`]j]^gj]$l`]k]f\]jÍkhjaeYjqmissionaklgencodel`]e]kkY_]&=f[g\af_Y e]kkY_]e]Yfk2 Web Af l`] ^gddgoaf_ o]Zkal] qgm [Yf d]Yjfl`]jmd]k^gjl`]hjgh]jmk] g^l`]ea[jgh`gf]2 www.asesorutil.com/uso-delmicrofono-conferenciantes 32 Choosinga transmission system or channellg]fkmj]l`][gff][lagfYf\YkmalYZd][g\] gjkqkl]eg^ka_fklgYddgol`][geemfa[Ylagfhjg[]kk&>gj]pYehd]$fg^dm]fl[geem% fa[YlagfoaddZ]Y[à]n]\mkaf_l`]KhYfak`dYf_mY_]oal`Yh]jkgfo`gmkmYddq\g]kfgl mk]al& A proper use of the transmission system.>gj]pYehd]$o`]fo]kh]YcgfYea[jgh`gf]& L`]hjgh]jmk]g^l`]ea[jgh`gf]lgY\\j]kkYfYm\a]f[]akn]jqmk]^mdlgYnga\Yffgqaf_ kgmf\\aklgjlagfkl`Ylea_`lhj]n]fll`]e]kkY_]^jgeZ]af_[d]Yjdqh]j[]an]\&LgYnga\ làk$qgmk`gmd\[`][ckge]akkm]kkm[`Ykl`]\aklYf[]lgl`]ea[jgh`gf]$l`]ngdme]g^ qgmjnga[]gjl`]\aj][lagfafoà[`lgkh]Yc& The communication process Af Y conversation, l`] k]f\]j Yf\ l`] j][]an]j alternate their roles Yk af^gjeYlagf ak ]p[`Yf_]\ ^gj]pYehd]$l`]Zgkkkh]Yckâjkl$l`]fl`]]ehdgq]]$l`]fl`]ZgkkY_Yaf$l`]f l`]]ehdgq]]$Yf\kggf3`go]n]j$o`]fl`]ZgkkZjaf_kl`][gehYfqÍk]ehdgq]]klg_]l`]j lgaf^gjel`]eYZgmlf]oafl]jfYdjmd]k$làkgfdqaehda]kYljYfkeakkagfgâf^gjeYlagf!& Content 2 Content tree tree Aflmjf$l`][geemfa[Ylagfhjg[]kkYdoYqk]flYadkYf exchange of messages$Ydgf_oà[` l`]k]f\]jYf\l`]j][]an]j]p[`Yf_]l`]ajjgd]kkm[[]kkan]dq afl`]]pYehd]YZgn]$l`]Zgkk ]phdYafk kge]làf_ lg l`] ]ehdgq]]$ l`] ]ehdgq]] Yfko]jk a^ `] gj k`] làfck l`Yl l`]k] a\]YkYj]naYZd]$]l[&!& Làke]Yfkl`Yl$kge]lae]k$o][Yffglcfgoo`gl`]gja_afYdkgmj[]akYf\o`gl`]j][aha]fl oYkafalaYddq$Yf\o]emkl[gfka\]jl`]eYkYkgmj[]gjk]f\]jYf\j][]an]jkaemdlYf]gmkdq >a_&*&)!& Vía >gj l`] e]kkY_] lg Z] ljYfkeall]\ oal` _mYjYfl]]k Zq l`] k]f\]j$ al ak aehgjlYfl l`Yl `] e]]lkYk]ja]kg^recommendations2 <]n]dghaf_l`]YZadalqlg[geemfa[Yl]Yf\aehjgnakaf_& LjYfkealaf_YZadalq$[gfâ\]f[]Yf\[j]\aZadalq& Cfgoaf_Yf\k`goaf_afl]j]klafh]ghd]Yf\[mdlmj]g^l`]gj_YfarYlagfYf\af[geemfa% [Ylagfl][`faim]k& Egj]gn]j$l`]j]akfg\gmZll`Yll`]stylemk]\Zql`]k]f\]jaf[geemfa[Ylagfaf^dm]f[]k l`]]^^][lan]f]kkg^[geemfa[Ylagf&L`mk$Yk]f\]jeYqZ]Y__j]kkan]$afàZal]\gjYkk]jlan]& Afl`]âjkl[Yk]$aflaea\YlagfeYqd]Y\lgYhggjj]khgfk]^jgej][]an]jk$o`g\gfgl^]]d^j]] lg_an]l`]ajghafagfgjhgkkaZd]Yfko]jZ][Ymk]g^^]Yj&Afl`]k][gf\[Yk]$o]`Yn]k]f\]jk o`gk]k`qf]kk_an]kYk]fk]g^dY[cg^[gfljgd$Yf\l`]j]^gj]l`]qljYfkealafk][mjalqYf\ dY[cg^[gfâ\]f[]&L`]làj\[Yk]akl`]egkl]^^][lan][geemfa[Ylagfklqd]$YkYkk]jlan]f]kk j]^]jklg]phj]kko`YlqgmoYflafY\aj][lYf\`gf]kloYq$YhYjl^jgek`goaf_j]kh][llg l`]kh]Yc]jgjj][]an]j& Sender Receiver Fig. 2.1. J]dYlagfkàhZ]lo]]fk]f\]jYf\ j][]an]j&L`]k]f\]jlàfckYZgmll`] [gfl]fll`Yl`]gjk`]oYflklgljYfkeal Yf\]f[g\]kalmkaf_l`]khgc]fdYf_mY_]& L`]j][]an]jdakl]fkYf\\][g\]kl`] af^gjeYlagf$afl]jhj]laf_l`][gfl]fl& >gj[gfl]fllgZ]]Ykadqmf\]jklgg\$l`] k]f\]j[Yfk`goaeY_]kkmhhgjlaf_ l`]ogj\klgl`]j][]an]j& Activities 6. ;gehYfa]kg^l]flmjflghmZda[h]jkgfYdala]klgklj]f_l`]fl`]aj[j]\aZadalqafl`] e]kkY_]l`]qk]f\lg[gfkme]jk&>af\l`j]]]pYehd]kg^Y\n]jlak]e]flkafoà[` []d]Zjala]kYhh]YjYf\kYqa^qgmlàfcl`Yll`][j]\aZadalqg^l`]hjg\m[laehjgn]k oal`l`]ajYhh]YjYf[]& 1.2. The receiver L`]receiverakl`]j][aha]flg^l`]e]kkY_]Yf\l`]gf]o`gafl]jhj]lkallgmf\]jklYf\ alke]Yfaf_&AleYqZ]Ykaf_d]h]jkgfgjk]n]jYd& O`]fYj][]an]jh]j^gjeklàkafl]jhj]lYlagfg^l`]ka_fkl`Yl[ge]YkYe]kkY_]$o]kYql`Yl `]gjk`]decodesal&L`mk$afYojall]fe]kkY_]$l`]j][]an]jj]Y\kYf\afl]jhj]lkall`jgm_` àkgj`]jcfgod]\_]g^l`]dYf_mY_]afoà[àlakojall]f& Lghjg\m[]Yj]Yd[geemfa[Ylagfhjg[]kk$alakf][]kkYjq^gjl`]j][aha]fllgreactafkge] oYqo`]fl`]e]kkY_]akj][]an]\$l`YlaklgkYq$lgljYfkealaf^gjeYlagflgl`]k]f\]jYZgml l`]j][]hlagfg^l`]e]kkY_]lgn]ja^ql`]]pakl]f[]g^_gg\[geemfa[Ylagf&Làkak[Ydd]\ feedbackYf\alakYfgl`]j]d]e]flg^l`][geemfa[Ylagfhjg[]kkl`Ylo]oaddZ]\ak[mkkaf_ af\]lYadafk][lagf)&/& O`]fqgmj][]an]Ye]kkY_]$]kh][aYddqafkge]lqh]kg^[geemfa[Ylagfkm[`Yk^Y[]%lg%^Y[] [gfn]jkYlagfk$l`]j][]an]jemkleYaflYafYfY[lan]Yllalm\]3làkako`qo]mkmYddqlYdcYZgml l`]aehgjlYf[]g^ active listening& Spanish assistant ;gegqY`YZjknaklg$]dÊ]eakgjË q ]d Êj][]hlgjË kgf ]d sender q ]d receiver]faf_dk$j]kh][lanYe]f% l]& H]jg `Yq ek hYdYZjYk hYjY j]^]jajk]Y]ddgk3Yk$Ê]eakgjËlYe% Zaf hm]\] k]j issuer g source, q Êj][]hlgjË lYeZaf hm]\] k]j recipient.Dgeakegg[mjj][gf]d n]jZg ÊljYfkealajË$ im] hm]\] k]j to transmit gto convey. 33 2 The communication process Do you know that...? L`]]phj]kkagflingua franca j]^]jk lg l`] dYf_mY_] af oà[` h]ghd] o`g kh]Yc Y \a^^]j]fl dYf_mY_] Yf\o`gh]j^gjeY[geegfY[la% nalq[Yfmf\]jklYf\]Y[`gl`]j& L`] ]phj]kkagf [ge]k ^jge l`] dYf_mY_] g^ l`] >jYfck$ Y h]ghd] o`g ^gmf\]\ l`] ]ehaj] g^ l`] kYe] fYe] af l`] Ea\\d] 9_]k& LàkdYf_mY_]oYk[geegfdqmk]\ ^gj Zmkaf]kk ljYfkY[lagfk Yegf_ l`]h]ghd]kg^l`]E]\al]jjYf]Yf& FgoY\Yqk$alakkYa\l`Yl=f_dakàk l`]lingua franca ^gjZmkaf]kk& J]_Yj\af_l`]j][]an]j$l`]recommendationslg]fja[`l`]hjg[]kkg^gjYd[geemfa[Ylagfaf Yhgkalan]oYq[YfZ]kmeeYjar]\Yk^gddgok2 Watchingl`]afl]jdg[mlgj\mjaf_l`][gfn]jkYlagf$Z][Ymk]o][Yfaf^]jàkgj`]jYllalm% \]kYf\^]]daf_kgfl`]eYll]jo]Yj]\]Ydaf_oal`^jge_]klmj]kYf\Z]`Ynagmj& Communicatingoal`gmjgof_]klmj]kl`Ylo]Yj]dakl]faf_lgl`][gfn]jkYlagfgjl`Yl o]Y_j]]oal`kge]hgaflg^l`]\aYdg_m]$^gj]pYehd]$fg\\af_& Using a voice tone l`Yl kmalk l`] [aj[meklYf[]k af gmj lmjf g^ l`] [gfn]jkYlagf& Al ak Ydkg aehgjlYfl lg k`go$ ^jge lae] lg lae]$ l`Yl l`] e]kkY_] ak Z]af_ mf\]jklgg\ oal` ]phj]kkagfkdac]"ja_`l"$"kmj]"gjgl`]jkaeadYjgf]k&AfYfq[Yk]$\gfglafl]jjmhll`]h]jkgf o`gakkh]Ycaf_& Waiting gmj afl]jdg[mlgj lg ]phgk] Ydd àk gj `]j arguments Z]^gj] eYcaf_ bm\_e]flk& Gf[]âfak`]\$o][Yfg^^]jkgdmlagfkgjYkkaklYf[]a^f][]kkYjq&AfYfq[Yk]$o]emklZ][Y% j]^mdo`]fo]]phj]kkgmjghafagfYf\$a^hgkkaZd]$o]emkllàfcZ]^gj]kh]Ycaf_lgYnga\ `mjlaf_l`]^]]daf_kg^l`]gl`]jh]jkgf& 1.3. The message L`]messageakl`]af^gjeYlagfl`Yll`]k]f\]jljYfkealklgl`]j][]an]j&Alakl`]a\]Y l`Ylo]ljqlgljYfkealYf\alakl`]eYaf]d]e]flafl`][geemfa[Ylagfhjg[]kk& L`]characteristics K[`]e]*&+!g^Y_gg\e]kkY_]Yj]2 Clarity Unequivocal and easy to decode. Accuracy The information transmitted in the message must be accurate and complete. Objectivity True, authentic, as unbiased as possible. Opportunity It must be transmitted at the right time, that is, the moment in which the message has the proper effect for the purpose to be achieved. Interest Information must be relevant to interlocutors. Characteristics of the message Scheme 2.3. :Yka[^]Ylmj]kl`YlYhjgh]jdq%eY\]e]kkY_]k`gmd\`Yn]& Activities 7. Af l`] Yjla[d] Zq =fjaim] Km]ajg$ ";gemfa[Y[af flaeY q hj]n]flanY ]f dY ]ehj]kY"$ j]d]Yk]\ af l`] f]okhYh]j El PaísgfBmdq*+$*()($o][Yfj]Y\l`]^gddgoaf_2 "S&&&U kge] gj_YfarYlagfk kY[jaâ[] l`] ljml` lg hj]k]jn] l`] _gg\& L`mk$ l`]q [gf[]Yd gj \ak_mak] af^gjeYlagf lgl`]aj]ehdgq]]kafgj\]jfgllg\ak[gmjY_]l`]eoal` ^Y[lkYf\\YlYl`Yl\gfglkmall`]g^â[aYde]kkY_]$l`]q k`go eYfY_af_ af[geh]l]f[]$ Yf\ Y[l oal` eYfY_af_ aeeYlmjalq Yf\ dY[c g^ k]fkaZadalq& Làk [geemfa[Ylagf \ak]Yk] aehda]k mkaf_ l`] ^Y[lk oà[` Yj] \]fa]\ Zq ogj\k!lghjY[la[]l`]kYqaf_Ìl`]]f\bmklaâ]kl`]e]YfkÍ& Af l`] Z]kl [Yk]$ kad]f[] gj \]faYd gfdq ogjc ^gj Y k`gjl lae]&S&&&U 34 S&&&U Af l`] \ak[mkkagf Y^l]j Y k]kkagf af :Yj[]dgfY$ A oYk Ykc]\YZgmll`]Z]kloYqlg[geemfa[Yl]Yfaeeaf]fl [gdd][lan]\akeakkYdafY[gehYfq&L`]âjkllàf_akl`Ylo] k`gmd\fÍld]lmj_]f[qY^^][lgmjlae]k[`]\md]Z][Ymk]$af [geemfa[Ylagf$l`][dg[cakYkaehgjlYflYkl`][gehYkk& 9dkgk]fkalanalqak&Egj]gn]j$mfdac]l`]Y\na[]g^<aj][[af ?]f]jYd\]Ljâ[g$l`]aehgjlYfllàf_`]j]akfgllg_]l lggmj\]klafYlagf$Zmllg\galgflae]&L`]k]n]jalqg^ Z]af_dYl]YdoYqk]f\kmhoal`k[YjkYf\$kge]lae]k$alak hjg_j]kkan]dqgj^mdeafYfldqd]l`Yd&AlÍkYddYZgmlhjY[la[af_ o`Ylo][Yddhj]n]flan][geemfa[YlagfS&&&U" O`Yle]kkY_]^]Ylmj]k^Yadafl`][geemfa[Ylagfg^l`] [gehYfa]kl`YlKm]ajg\]k[jaZ]kafàkYjla[d]7O`q7 The communication process Af l`] [geemfa[Ylagf hjg[]kk$ o`]f al [ge]k lg ljYfkeal Y e]kkY_]$ o] [Yf \aklaf_mak` three types2 Intended or planned message2l`]gf]l`Yll`]k]f\]jafl]f\klgljYfkeal& Sent message2l`]e]kkY_]l`Yl`YkY[lmYddqZ]]fljYfkeall]\Yf\l`Ylakafl`][geem% fa[Ylagf[`Yff]d& Received message2l`]e]kkY_]l`Yl`YkZ]]f\][g\]\Yf\mf\]jklgg\Zql`]j][]an]j& Af]^^][lan][geemfa[Ylagf$l`]k]l`j]]e]kkY_]kk`gmd\Z]a\]fla[Yd$ZmlafhjY[la[]l`]q jYj]dqYj]&L`]hjgZd]ekaf]f[g\af_Yf\\][g\af_l`]e]kkY_]$oà[ò]oaddk]]dYl]j$[Ymk] \a^^]j]f[]kZ]lo]]fl`]afl]f\]\gjhdYff]\e]kkY_]Yf\l`]gf]l`YlakY[lmYddqj][]an]\& 1.4. The channel 2 Examples Intended, sent and received message Alaklgd\l`Ylcaf_;YjdgkNj][]a% n]\Yk]fl]f[]l`Yl`]`Y\lgka_f& L`] l]pl kYa\ "H]j\f aehgkaZd]$ im][mehdYkm[gf\]fY&;YjdgkN oYk ^]]daf_ eY_fYfaegmk l`Yl \Yq$Yf\Ydalld]^mffqlgg$Yf\Z]% ^gj] ka_faf_ l`] k]fl]f[] `] ]jY% k]\ l`] [geeY Yf\ hml Yfgl`]j Z]^gj] l`] ogj\ "aehgkaZd]"& L`] l]pl Y^l]j àk ka_fYlmj] `Y\ dall% d] lg \g oal` o`Yl oYk afalaYddq hdYff]\&&& L`]communication channel akl`]e]Yfkl`jgm_òà[àf^gjeYlagf[aj[mdYl]k&AlakY ^gjeg^[gff][lagfZ]lo]]fl`]k]f\]jg^l`]e]kkY_]Yf\alkj][]an]j& LàkakYf][]kkYjq]d]e]flafYfq[geemfa[YlagfYf\af^dm]f[]kl`][gfl]flYf\[g\]g^Y e]kkY_]&EYfqg^l`]\aklgjlagfk [Ydd]\fgak]!l`Yl[Yfg[[mjafl`][geemfa[Ylagfhjg[]kk Yj]\m]lgYfafYhhjghjaYl][`ga[]g^[`Yff]dk&L`]j]^gj]$o]emkl[`ggk]Y[`Yff]dl`Yl hjgna\]kmkoal`j]kmdlkYf\kmalkgmjhgkkaZadala]k& L`][geemfa[Ylagf[`Yff]dkgje]Yfk[YfZ][dYkkaâ]\Y[[gj\af_lg\a^^]j]fl[jal]jaY&One classification \aklaf_mak`]kZ]lo]]fh]jkgfYdYf\aeh]jkgfYd[`Yff]dk2 Personal channelsYj]l`gk]afoà[`l`]k]f\]jYf\j][]an]j`Yn]\aj][l[gflY[l$km[`Yk l`]l]d]h`gf]&L`]qYddgoYfaee]\aYl]j]khgfk]gj^]]\ZY[c& Non-personal channelsYj]\ana\]\aflglog[Yl]_gja]k2mass mediaYf\selectivemedia.L`]^gje]jYj]afl]f\]\^gj_]f]jYdhmZda[$km[`Ykf]okhYh]jk$oàd]l`]dYll]jYj] Y\\j]kk]\lgkh][aâ[_jgmhk&9f]pYehd]g^k]d][lan]e]\aYakYkh][aYdar]\eY_Yraf]^gj [gehml]j^Yfk& Fig. 2.2. L`]h`gf]akYh]jkgfYd[`Yff]d& 9second classification^g[mk]kgfo`]l`]jl`]^gjeYdkljm[lmj]g^l`]gj_YfarYlagfakmk]\ gjfgl$Y[[gj\af_lgoà[`l`]qeYqZ]^gjeYdgjaf^gjeYd2 Formal channels2 l`gk] g[[mjjaf_ oalàf l`] ^gjeYd f]logjck g^ l`] gj_YfarYlagf$ l`Yl ak lg kYq$ l`] à]jYj[à[Yd j]dYlagfkàhk ]klYZdak`]\ af l`] gj_YfarYlagfYd [`Yjl& Kge] ]pYehd]kYj]2 :mdd]lafkgjf]okd]ll]jk& Hgkl]jk& ;Yddk& Afl]jfYdaf^gjeYlagfhmZda[Ylagfk& Fig. 2.3. F]okhYh]jkYj]YeYkke]\ame& =%eYadk& Informal channels2l`gk]g[[mjjaf_Yegf_Y_jgmhg^h]ghd]gmlka\]à]jYj[à[Ydj]dYlagf% kàhk&AlakYkg[aYdf]logjc&Làkakl`]k[gh]o`]j]jmegmjkYj]mkmYddqZgjf& :ml Y [`Yff]d [Yf Z] Ydkg mf\]jklgg\ Yk l`] line of people l`jgm_` oà[` e]kkY_]k Yj] \akljaZml]\afl`]gj_YfarYlagf&L`]f$\]h]f\af_gfl`]\aj][lagfafoà[àf^gjeYlagfljYn]dk$ [geemfa[YlagfeYqZ]lgh%\gof$Zgllge%mhgjdYl]jYd& L`YlaklgkYq$o`]fo][gfka\]jl`][geemfa[Ylagf[`Yff]d^jgelàkhgaflg^na]o$o]emkl j]e]eZ]jl`]à]jYj[à[Ydj]dYlagfkàhkYhh]Yjaf_afgj_YfarYlagfYd[`Yjlk&>gj]pYehd]$af lgh%\gof[geemfa[Ylagf$Yfaf\ana\mYdoal`Yd]Y\]jkàhjgd]afl`]gj_YfarYlagfYd[`Yjlg^ l`][gehYfq[geemfa[Yl]koal`àkgj`]jkmZgj\afYl]klg_an]l`]eafkljm[lagfkgf`golg h]j^gjeYlYkc& Do you know that...? Rumours[YfZ]\ana\]\aflgk]n]% jYdlqh]k2 L`] Y__j]kkan] jmegmj2 al _g]k Y_YafklYh]jkgfgj_jgmh& L`]e]fY[af_jmegmj2al[Ymk]k ^]YjgjYfpa]lq& L`]jmegmjl`Yl]phj]kk]k\]ka% j]kgjoak`]k& 35 2 The communication process L`]^gddgoaf_[Yk]klm\qaddmkljYl]kl`]k]oYqkg^[geemfa[Ylagfoalàfl`]gj_YfarYlagf2 Case study 2. Communication directions L`][gehYfqLYdd]j]k?e]r$;&:&`Ykl`]^gddgoaf_gj_YfarY% lagfYd[`Yjl2 Ernesto Gómez General manager Juan Díaz Operator Ernesto Gómez General manager Elena Pérez Administrative assistant Pedro Moreno Operator 9fqafl]jfYd[geemfa[YlagfklYjl]\Zq=jf]klg?e]rYf\ Y\\j]kk]\lgàk]ehdgq]]koaddZ]Ylgh%\gof[geemfa[Y% lagf2 O`YlYj]l`]hgkkaZd]\aj][lagfkg^[geemfa[Ylagfoalàflàk [gehYfq7 Solution: Juan Díaz Operator Pedro Moreno Operator Elena Pérez Administrative assistant L`] [geemfa[Ylagf l`Yl g[[mjk Yegf_ gh]jYlgjk gj Z]l% o]]fYfgh]jYlgjYf\l`]Y\eafakljYlan]YkkaklYflakYdYl]jYd [geemfa[Ylagf2 9fq [geemfa[Ylagf klYjl]\ Zq Yfq g^ l`] ]ehdgq]]k Yf\ Y\\j]kk]\lg=jf]klg?e]roaddZ]YZgllge%mh[geemfa% [Ylagf2 Ernesto Gómez General manager Ernesto Gómez General manager Juan Díaz Operator Juan Díaz Operator Pedro Moreno Operator Pedro Moreno Operator Elena Pérez Administrative assistant Elena Pérez Administrative assistant Activities Web 8. KmeeYjar]Yf\\ak[mkkoal`qgmj[dYkkeYl]kl`]eYafa\]Ykg^l`]Yjla[d]"Jmegj]k$ ]nalYj]dnajmk"Zq>]jjfJYef;gjlk$oà[`[YfZ]j]Y\gfl`]o]Zkal]gÊl País l`jgm_`l`]^gddgoaf_dafc2 http://www.elpais.com/articulo/portada/Rumores/evitar/virus/elpepusoceps/20 090712elpepspor_5/Tes 9. LàfcYZgmll`]à]jYj[à[Ydj]dYlagfkàhkafqgmj]fnajgfe]flYf\làfcYZgmlkh][a% â[]pYehd]kg^l`]l`j]]lqh]kg^[geemfa[Ylagf\]k[jaZ]\^gjl`][gehYfqLYdd]j]k ?e]r$;:& 1.5. The code L`]codeakl`]k]lg^ka_fk$_]klmj]k$kgmf\kYf\'gjaeY_]kmk]\lgZmad\l`]e]kkY_]& Fig. 2.4. IJ[g\]gfl`]eYaf hY_]g^l`]o]Zkal]Oacah]\aYaf KhYfak`& http://es.wikipedia.org/wiki/ Codigo_QR 36 Aflmjf$]f[g\af_akl`]klY_]o`]j]l`]e]kkY_]lYc]kalkk`Yh]Yf\Z][ge]kljYfkeall]\ af^gjeYlagfl`jgm_`l`][`Yff]d& L`] egkl [geegf [g\] ak l`] dYf_mY_]$ Zml l`]j] Yj] gl`]j hgkkaZadala]k$ ^gj ]pYehd]$ _jYhà[Yd[g\]kkm[`YkYIJ[g\] >a_&*&,!$oà[`Z][ge]kYj]Y\YZd]e]kkY_]Y^l]jZ]af_ j]Y\ZqYk[Yff]jgjYegZad]h`gf]& The communication process 9ko]e]flagf]\Z]^gj]$o`]f]phdYafaf_l`]ljYfkeakkagfg^Ye]kkY_]^jgeYk]f\]jlgY j][]an]jalakf][]kkYjqlg^g[mkgfl`][gf[]hlkgê]kkY_]encodingYf\decoding&L`Ylak lgkYq$o]emkl^g[mkgmjYll]flagfgfl`]km[[]kkan]ljYfk^gjeYlagfhjg[]kk]kl`YlYddgo l`]e]kkY_]lgYhhjgY[`^jgel`]kgmj[]gjk]f\]jlgl`]j][]an]j$kgl`Yllàkj][]an]j[Yf mf\]jklYf\l`]e]kkY_]Ykl`]gja_afYdk]f\]joYfl]\&Kge]lae]kl][`fgdg_qakj]imaj]\lg \][g\]l`]e]kkY_]$km[`Ykl`]Y[[]kklgAL Af^gjeYlagfL][`fgdg_a]k!& Encodingakl`]hjg[]kkl`jgm_òà[`l`]k]f\]jlmjfkàkgj`]ja\]Ykaflgka_fkl`Yl [YfZ]j][]an]\Zql`]j][aha]fl$l`YlaklgkYq$l`][gfn]jkagfg^l`]a\]YaflgYfafl]j% hj]lYZd][g\]&O][Yf[g\a^qgmja\]YkaflgaeY_]k$_]klmj]k$kgmf\k$]l[& Decoding ak l`] hjg[]kk l`jgm_` oà[` l`] j][]an]j ljYfkdYl]k l`] e]kkY_] l`Yl `Yk Z]]f akkm]\ Yf\ [g\aâ]\ Zq l`] k]f\]j af a\]Yk& =ph][lYlagfk Yf\ j]^]j]f[]k g^ l`] j][]an]jaf^dm]f[]àkgj`]joYqg^\][g\af_l`]e]kkY_]& 2 Vocabulary IT. Af^gjeYlagf L][`fgdg_a]k$ hYjla[mdYjdql`]Afl]jf]l& O`]fo]lYdcYZgmlY"\a_alYd\ana% de"o]j]^]jlgl`gk]o`g[Yffgl Y[[]kk l`] af^gjeYlagf hjgna\]\ l`jgm_` AL& L`] j]Ykgfk ^gj l`] ]pakl]f[] g^ Y \a_alYd \ana\] Yj] eYafdqlog2 Fgl`Ynaf_Y[[]kklgl][`fgdg_q& Fglcfgoaf_l`][gjj][loYqlg mk]l][`fgdg_q& >gjl`]e]kkY_]lgZ]km[[]kk^mddqljYfkeall]\$l`][g\]`YklgZ]cfgofZql`]k]f\]jYf\ l`]j][]an]j aô]\gfÍlcfgol`]:jYadd]dal]jY[qkqkl]e$o][Yf`Yj\dqj]Y\YZggcojall]f aflàk[g\]!&@go]n]j$kge]lae]kl`]j][]an]j[Yfmk]Y\][g\]jlg[gfn]jlY[g\]l`Yl`] gjk`]\g]kfÍlmf\]jklYf\aflgkge]làf_mf\]jklYf\YZd]&9f]pYehd]g^làkogmd\Z]àjaf_ YEYf\Yjaf;àf]k]ljYfkdYlgj^gjl`][gehYfqBYegf]kK]jjYfgk$K&D&afgj\]jlgYkkaklalk eYfY_]jkafYe]]laf_oal`Y;àf]k]^gg\kmhhdq[gehYfqlgZ]`]d\afK`Yf_`Yaoal`l`] Yaeg^hjgeglaf_@m]dnY`Yeafl`Yl[gmfljq& Activities 10. GZlYafkge]af^gjeYlagfYZgmll`]oàkld]\dYf_mY_]g^l`]akdYf\g^DY?ge]jY (silbo gomero)&:Yk]\gfl`]af^gjeYlagfhjgna\]\Zql`]MF=K;Go]Zkal](http:// www.unesco.org/culture/ich/index.php?RL=00172)$af\a[Yl]o`Yl[geegfcfgo d]\_]l`]k]f\]jYf\l`]j][]an]jemkl`Yn]afYe]kkY_]l`YlakljYfkeall]\làk oYq& 9dkg]phdYafl`]j]dYlagfl`Yll`]silbo gomero`Ykoal`l`]akkm]kl`Ylqgm`Yn] klm\a]\kg^Yj& 1.6. The context Afk`gjl$o][Yf\]âf]contextYk]n]jqhYjYdd]d]d]e]fllgl`][geemfa[Ylagfl`Yl`Yk Yfaf^dm]f[]gfal& Case study 3. Communication elements L`][gehYfq9dmeafagk\]dFgjl]$K&9&`YkYe]]laf_oal`Y BYhYf]k][gehYfqYlYj]klYmjYflaf9;gjmYlgYkk]kkl`] hgkkaZadalqg^bgafln]flmj]kafBYhYf&L`][gfn]jkYlagflYc]k hdY[]af=f_dak`& O`Yl]d]e]flkkmjjgmf\làk[geemfa[Ylagfhjg[]kkYf\`Yn] Yfaf^dm]f[]gfal7 Solution: =d]e]flkl`Ylaf^dm]f[]làk[geemfa[YlagfeYqaf[dm\]2 L`][alqo`]j]l`]e]]laf_lYc]khdY[]29;gjmY& L`]kh][aâ[hdY[]o`]j]allYc]khdY[]2l`]j]klYmjYfl& L`]kh][aâ[fYlmj]g^l`]e]]laf_2Yogjcaf_dmf[`& L`]Y[lanala]kkmjjgmf\af_l`][geemfa[Ylagfalk]d^2l`] ^gg\Yf\l`]j]klYmjYflk]jna[]& L`]j]kh][lan][mdlmj]kg^l`]hYjla[ahYflk2KhYfak`Yf\ BYhYf]k]& >jgel`];Yk]klm\qYZgn]$o][Yfaf^]jl`]aehgjlYf[]g^[gfl]plYkYfgl`]j]d]e]flg^ l`] [geemfa[Ylagf hjg[]kk& O`]f lYdcaf_ YZgml l`] [gfl]pl o] [Yf e]flagf geographic and cultural factorsgjparallel activitieslYcaf_hdY[]Yjgmf\k]f\]jkYf\j][]an]jk&O]eYq YdkgfYe]gl`]jakkm]k$km[`Yk][gfgea[$kg[aYdgjàklgja[Ydj]^]j]f[]kg^l`]afl]jdg[mlgjk& 37 2 The communication process t ellen c x E d goo y r Ve 9 d Goo rage Ave ng Wro Fig. 2.5. =pYehd]gôjall]f^]]\ZY[c& Spanish assistant 9mfim]]f]khYgdk]mkYem[`Yk n][]k ]d ljeafg feedback, dg [gjj][lg ]k \][aj Êj]ljgYdae]flY% [afËgÊj]Ydae]flY[afË&9\]ek$ ]f [a]jlgk [gfl]plgk ]f af_dk$ lYeZaf hm]\] ljY\m[ajk] [geg Ê[ge]flYjagkË (We need feedback from our customers)& >afYddq$l`]situationafoà[ò][geemfa[Yl]Ydkgeg\aâ]kl`][geemfa[Ylagf2aô]Yj] afYfaf^gjeYdkalmYlagf$l`]oYqo][geemfa[Yl]oaddYdkgZ]af^gjeYd3gfl`][gfljYjq$af Y^gjeYdkalmYlagf$l`]oYqo][geemfa[Yl]oaddYdkgZ]^gjeYd&L`]k]nYja]la]kg[[mjjaf_ Y[[gj\af_lgl`]kalmYlagfYj]cfgofYk registers. 1.7. Feedback L`]feedbackakl`]af^gjeYlagfl`Yll`]k]f\]jgZlYafk^jgel`]]^^][lkg^l`]ljYfk% eall]\e]kkY_]gfl`]j][]an]j& L`]j][]an]\af^gjeYlagfYddgokl`]k]f\]jlgcfgoa^l`]e]kkY_]`YkZ]]fhjgh]jdqmf\]jk% lgg\Yf\l`]aehY[lal`Yk`Y\gfl`]j][]an]j$Yf\làkaf^gjeYlagfoaddYddgol`]k]f\]jlg eg\a^ql`]^gddgoaf_e]kkY_]k& LàkakYtime-consuminghjg[]kk2l`]k]f\]jf]]\klgoYal^gjYn]jZYd$ojall]f >a_& *&-! gjfgf%n]jZYdj]khgfk]^jgel`]j][]an]j&Aflmjf$alj]\m[]k]jjgjk$Ykaln]jaâ]kl`]af^gjeY% lagfhjg[]kk&L`]j]^gj]$l`]YZk]f[]g^^]]\ZY[cj]\m[]kl`][geemfa[Ylagflae]Zmlaf[j]Y% k]kl`]]jjgjkafl`]hjg[]kk& O`]fo]lYdc]\YZgmll`]e]kkY_]afk][lagf)&+$o]kYa\l`Yll`]e]kkY_]afl]f\]\Zql`] k]f\]jea_`lfgleYl[`l`]e]kkY_]h]j[]an]\Zql`]j][]an]j&@go]n]j$a^l`]j]akY^]]\ZY[c e]kkY_]$o][Yfn]ja^qa^l`]j][]an]\e]kkY_]eYl[`]k gjfgl!l`]afl]flagfl`Yll`]k]f\]j `Y\& >afYddq$afl`]â]d\gôrganizations$^]]\ZY[cakYmk]^mdlggdlgeg\a^ql`][gehYfqÍkY[lagfk l`Yl\gfgleYl[èYjc]l\]eYf\k&L`mk$a^l`][gehYfq"dakl]fklgl`]eYjc]l"$al[YfYnga\ kljYl]_a[eaklYc]kl`YleYq`YjealkaeY_]gjalk][gfgea[h]j^gjeYf[]& Activities 11. L`] Yjla[d] af l`] dafc http://lacomunidad.elpais.com/vpa-internet/2010/11/1/ el-email-como-medio-crm kgmj[]2www.vpa-internet.com.ar/blog!\]Ydkoal`l`] mk]g^]%eYadafj]dYlagflgl`]hgkkaZadalqg^gZlYafaf_^]]\ZY[c^jge[mklge]jkg^Y [gehYfq&O`Yl\g]kl`]Yml`gjkm__]kl7 12. Kg[aYdf]logjck[YfZ][gfâ_mj]\YkYfgl`]j[geemfa[Ylagf]d]e]flZ]lo]]fl`] [gehYfqYf\alkhjgkh][lk&9fko]jl`]^gddgoaf_im]klagfk2 a) <gqgmcfgoo`YlYkg[aYdf]logjcak7FYe]l`j]]]pYehd]k& b) ;Yfqgmlàfcg^Yfqj]dYlagfZ]lo]]fkg[aYdf]logjckYf\l`][gf[]hlg^^]]\% ZY[cafZmkaf]kk[geemfa[Ylagfk7 13. L`] ^gddgoaf_ imgl] ak lYc]f ^jge l`] Yjla[d] l`Yl o] [Yf j]Y\ gf http://www. marketingdirecto.com/punto-de-vista/editorial/el-malentendido-de-las-redessociales$oà[`lYdckYZgmll`]j]dYlagfkàhZ]lo]]fkg[aYdf]logjckYf\[gehYfa]k& Watch out! >]]\ZY[c[YfZ]h]j^][ldqgj_Yfa% r]\ af [geemfa[Ylagf& >gj ]pYe% hd]$o][Yfk]f\Yf]%eYade]kkY_] Ykcaf_ ^gj Y [gfâjeYlagf g^ l`] j][]ahlgj]n]f^gjl`]Y_j]]e]fl oalàlk[gfl]fl& 38 "EYjc]lkYj]hdY[]klgljY\]&HdY[]ko`]j]hjg\m[lkYj]g^^]j]\$kgd\Yf\hmj[`Yk]\& Làkakl`][gj]g^l`]eYjc]l&=p[`Yf_]&9f\oàd]Yddlàk`Yhh]fk$qgm[YflYdc$`Yn] Y[gfn]jkYlagf&9ddlàk[gfn]jkYlagf\g]kak`meYfaraf_kge]làf_$Ye]j]âfYf[aYd ljYfkY[lagf&S&&&U:mleYc]fgeaklYc]YZgmlal&O][YfeYfY_]bmklYko]ddoal`gml l`]k][gfn]jkYlagfk&O]oYfll`]hjg\m[lYZgn]Ydd&@godgf_\gqgmfgjeYddqlYdc oal`l`]]ehdgq]]g^Yf9hhd]klgj]7<gqgmeakkkge]làf_o`]fqgmâddl`]ZYkc]l g^qgmjgfdaf]hmj[`Yk]Yl9eYrgf7<gqgmj]YddqoYfllgZ]^ja]f\koal`YZjYf\7 Gj\gqgmoYflallg\galkbgZYf\dakl]fo`]fqgm`Yn]YhjgZd]egjYim]klagf7" <gqgmY_j]]oalò`YlakkYa\gj\gqgmlàfcl`Ylkg[aYdf]logjckYj]egj]aehgj% lYfl7<ak[mkkl`]lgha[af[dYkk& The communication process 2 2. Barriers to communication Hjgh]j[ggj\afYlagfg^Ydd]d]e]flkg^l`][geemfa[Ylagfhjg[]kkYlgf[]akfglYf]Ykqlàf_ lg\g&@go]n]j$Y[Yj]^md[`ga[]g^l`]e]kkY_]$l`][`Yff]d$l`][g\]Yf\l`][gfl]plakYf YhhjghjaYl]kl]hlggn]j[ge][geemfa[YlagfhjgZd]ek& :mlo]eYqâf\barriersaf]n]jq]d]e]flg^l`][geemfa[Ylagfhjg[]kk3l`]k]Yj]]d]e]flk l`YlY\n]jk]dqY^^][ll`]]^^][lan]f]kkg^l`]e]kkY_]$kgo]Í\Z]ll]jcfgol`]k]ZYjja]jkaf gj\]jlgZ]YZd]lgeafaear]l`]e&L`]^gddgoaf_lYZd]daklkl`]egkl[geegf]k2 Ogjcaf_af]fnajgfe]flkl`Yl\gfgle]]lY\]imYl][ge^gjl[gf\alagfkakYfY\\alagfYd\a^â[mdlq lgljYfkeallaf_Ye]kkY_]& Hggjlaeaf_YdkgY^^][lkl`]hjg[]kk& Factors related to context Location or timing Factors related to the message/channel Noise L`]k]Yj]l`]\aklmjZYf[]kgjafl]j^]j]f[]kl`Yl\aklgjll`]afl]f\]\e]kkY_]&A^l`]afl]j^]j]f[]ak eafaeYd$km[`YkY[gm_`gjYâdd]j$al\g]kfglmkmYddqZ][ge]YfafkmjegmflYZd]\a^â[mdlq^gj [geemfa[Ylagf$Zmlal[Yf\aklmjZYfqoYq& Lack of empathy DY[cg^[YhY[alqlghmlafkge]gf]]dk]ÍkhdY[]afgj\]jlgZ]ll]jmf\]jklYf\alkj]Y[lagfkYf\^]]daf_k& Stereotypes and prejudices Factors related to the sender and receiver Factors related to the code Factors related to feedback L`]l]f\]f[qlghj]bm\_]h]ghd]gfl`]ZYkakg^h]jkgfYd[gf\alagfk k]p$Y_]$jY[]$]l[&!& ;mdlmjYd`]jalY_]Yf\kg[aYdj]dYlagfkàhkYj]g^l]fYkgmj[]g^kl]j]glqh]k& Halo effect FYlmjYdl]f\]f[qlgbm\_]h]ghd]gfl`]ZYkakg^l`]âjklaehj]kkagfl`]q[Ymk]& Aflàk[Yk]$[geemfa[YlagfoadddY[cgZb][lanalq2gmjZ]`Ynagmjak[gf\alagf]\Zqlàkâjklaehj]kkagf& Inferences Ale]Yfk\]\m[laf_gf]làf_^jgeYfgl`]j& G^l]f$l`]k]\]\m[lagfkYj]ZYk]d]kk$Yf\l`]qafYfq[Yk]aehdqYfla[ahYlaf_Yj]kmdll`Ylogjck Y_Yafkll`][geemfa[Ylagfhjg[]kk& Generalizations O`]fl`][geemfa[YlagfYegf_k]n]jYdh]ghd]akg^l]fj]h]Yl]\$l`]mkmYdeaklYc]aklàfcaf_ l`Yll`]Z]`Ynagmjkg^gl`]jkYj]YdoYqkl`]kYe]& 9kkmeaf_l`]j]kmdlg^[geemfa[Ylagfo`Yl]n]jl`][aj[meklYf[]kYj]& Lack of listening O`]f]klYZdakàf_Y[geemfa[Ylagf$kge]lae]kgf]gjZgl`hYjla]kYj]gfdq^g[mk]\gf ljYfkeallaf_af^gjeYlagfoal`gmlogjjqaf_YZgmlo`Yll`]gl`]jhYjlqkYqk& Sender and receiver do not share exactly the same code =pYehd]2l`]k]f\]jmk]kl][`fa[Ydl]jekl`Yll`]j][]an]j\g]kfglcfgo& 9fgl`]j]pYehd]akl`]]eakkagfg^Ye]kkY_]afYdYf_mY_]l`Ylgf]g^l`]hYjla]k\g]kfgl[geeYf\& =jjgjkaf]f[g\af_gj\][g\af_[`Yf_]l`]e]Yfaf_g^l`]e]kkY_]Yf\eYc]l`Yll`]e]kkY_] afl]f\]\Yf\l`]j][]an]\e]kkY_]\gfgleYl[`& Lack of feedback Oal`gmlZY[c_jgmf\af^gjeYlagf$[geemfa[Ylagfakaf[gehd]l]&Qgmea_`llàfcl`Yll`]e]kkY_] `YkZ]]fmf\]jklgg\af[Yk]ko`]j]làk`Ykfgl`Yhh]f]\& DY[cg^^]]\ZY[cgfl`]afl]jhj]lYlagfg^l`]e]kkY_]akgf]g^l`]eYafZYjja]jklg [geemfa[Ylagf$Ykl`]k]f\]jg^l]fYkkme]kkge]cfgod]\_]Zql`]j][aha]fll`Yl\g]kfgl]pakl& Table 2.1. :Yjja]jkkgjl]\Zql`][geemfa[Ylagf]d]e]fll`]qY^^][l& Case study 4. Communications barriers 9flgfagJg\j_m]r?Yda[aYakYhmZda[aklo`g`YkZ]]fàj]\Zq Y[gehYfqafEY\ja\lgh]j^gjeY[YehYa_f&9^l]jYe]]laf_ oalÈYjYJ]q]k$o`g[Ye]lgNa_glgdYql`]^gmf\Ylagfkg^ l`]Y_j]]e]fl$l`]qk]lld]\Yogjck[`]\md]Yf\l`]_ma\]daf]k ^gjl`]Ykka_fe]fl& Logo]]ckdYl]j$9flgfagk]f\kYâjkl\jY^lg^l`]ogjcYf\ [gflafm]koal`l`]j]klg^l`]Ykka_fe]fl&L`j]]\YqkdYl]j `][`][ckàk]%eYadZgpYf\j]Y\kk]n]jYd]%eYadk^jgeEYjY ]phdYafaf_ l`Yl k`] ak \akYhhgafl]\ Yk Y j]kmdl g^ l`] ogjc `]`Yk\gf]&K`]km__]klkYfYdl]jfYlan]n]jkagfl`Yl\a^^]jk ka_faâ[Yfldq^jgel`]gja_afYdogjcYf\k]f\kYk[`]\md]^gj j]na]okl`Ylk`]\a\fÍle]flagfYll`]afalaYde]]laf_& O`YlZYjja]jkYj]\]l][l]\aflàk[geemfa[Ylagfhjg[]kk7 Solution2 9 ZYjja]j ^gj l`] \aklYf[] Z]lo]]f l`] afl]jdg[mlgjk$ oà[`hj]n]flk[gflafmgmk^Y[]%lg%^Y[][geemfa[Ylagf& =f[g\af_ Yf\ afY[[mjY[q hjgZd]ek g^ l`] e]kkY_]& O`YlEYjYoYfl]\`YkfglZ]]fmf\]jklgg\Yf\l`] f]ok[`]\md][gflYafkaf^gjeYlagfl`YlYdl]jkl`]gja% _afYde]kkY_]& EYjYÍk j]Y[lagf lg Ydl]j l`] gja_afYd k`gok Y dY[c g^ ]ehYl`qYf\[Yfd]Y\lg\ak[gmjY_]e]flaf9flgfag& L`]j]akYhjgZd]eg^dY[cg^dakl]faf_ZqZgl`hYjla]k& L`]j]`YkZ]]ffgYhhjghjaYl]^]]\ZY[c$Yk9flgfag\a\ fgleYc]l`]im]klagfkl`Yl`Y\Z]]ff][]kkYjq& 39 2 The communication process AfY\\alagflgl`]YZgn][dYkkaâ[Ylagf$ZYjja]jklg[geemfa[YlagfYj]mkmYddq\ana\]\aflgaf l`j]]eYaf_jgmhk& A. Physical barriers 9 physical barrier ak Y [gfkljYafl l`Yl ]paklk af l`] h`qka[Yd ]fnajgfe]fl o`]j] l`] [geemfa[Ylagfhjg[]kk\]n]dghk&=pYehd]kg^h`qka[YdZYjja]jkYj]\aklYf[]gjfgak]& 9ll`]gj_YfarYlagfYdd]n]d$l`]kljm[lmj]g^l`]gj_YfarYlagfalk]d^[Yfd]Y\lgh`qka[YdZYj% ja]jk&>gj]pYehd]$o]oYfllg[geemfa[Yl]oal`l`]kYd]keYfY_]j^gjYeYll]jg^mj_]f[q$ Yf\l`]gfdqY[[]kk[`Yff]dakl`jgm_`àk[]ddh`gf]$Zmll`]daf]akYdoYqkZmkq& Fig. 2.6. O`]fo]Yj]YoYq^jgegmj j][]an]j$o]l]f\lgk`gml$Zmllàk j]\m[]kl`]]^^][lan]f]kkg^l`]e]kkY_]& O]YdkglYdcYZgmlh`qka[YdZYjja]jko`]fo]j]^]jlggj_Yfa[%Zg\q[gfkljYaflkafl`]k]f\]j gjl`]j][]an]jl`YlogjcY_Yafkl[geemfa[Ylagf$km[`mkh]ghd]oal`limited visibility. >afYddq$o`]fh`qka[YdZYjja]jkYj][gfk[agmkdqeg\aâ]\lgZ]mk]\YkYhYjlg^l`]e]kkY_] l`Ylakk]fl$o]lYdcYZgml]fnajgfe]flYd[gfljgd&9f]pYehd]ogmd\Z]l`]mk]g^[Yf\d]kYk l`]gfdqkgmj[]g^da_`lafYj]klYmjYfllg_an]Yk]fk]g^hjanY[q& B. Intellectual barriers 9fintellectual barrierg[[mjko`]fl`]cfgod]\_]g^l`]k]f\]jYf\l`]j][]an]j\g fgleYl[`Yf\$l`]j]^gj]$l`]j]Yj]\a^^]j]f[]kZ]lo]]fZgl`g^l`]eafl`]afl]jhj]lY% lagfg^l`]e]kkY_]& Km[`ZYjja]jkYj]kmZ\ana\]\aflg[mdlmjYdYf\k]eYfla[ZYjja]jk& Fig. 2.7. L`]e]Yfaf_g^_]klmj]knYja]k \]h]f\af_gfl`][gfl]plgj[mdlmj]af oà[`l`]q\]n]dgh& Cultural barriers: l`]qYhh]Yjo`]fl`]j]akYcfgod]\_]_YhZ]lo]]fl`]k]f\]jYf\l`] j][]an]j$[Ymk]\Zq]\m[YlagfYd\a^^]j]f[]kZ]lo]]fZgl`hYjla]k$^gj]pYehd]& Semantic barriers:l`]qj]^]jlgl`]\a^^]j]flafl]jhj]lYlagf_an]fZql`]k]f\]jYf\l`]j]% []an]jlgl`]kYe]]phj]kkagf&AfYZjgY\k]fk]$_]klmj]keYqYdkg`Yn]\a^^]j]fle]Yfaf_k ^gjZgl`hYjla]k&>gj]pYehd]$aô]oYfllgfg\afAf\aYgj:md_YjaY$o]`Yn]lgegn]gmj `]Y\^jgeka\]lgka\]afkl]Y\gêgnaf_almhYf\\gof& C. Psychological barriers 9psychological barrierg[[mjko`]fl`]hj]nagmka\]Ykg^l`]afl]jdg[mlgjk`Yn]Yegj] aehgjlYfljgd]o`]fafl]jhj]laf_l`]e]kkY_]l`Yfo`YlakY[lmYddqkYa\& Km[` ZYjja]jk eYq Z] \m] lg hàdgkghà[Yd Ykh][lk \a^^]j]fl nYdm]k$ Z]da]^k gj a\]gdg_a]k! gje]j]dqhkq[`gdg_a[YdYkh][lk km[`Ykl`]Yllalm\]g^l`]afl]jdg[mlgjk!& Fig. 2.8. O`]f\akY_j]]e]flkYjak]$ f]_glaYlagfakaehgjlYfl& Philosophical barriers:l`gk]j]kmdlaf_^jgel`]\a^^]j]floYqkafoà[`l`]k]f\]jYf\l`] j][]an]jmf\]jklYf\Yf\afl]jhj]ll`]]n]jq\YqkalmYlagfkl`Yll`]q^Y[]l`jgm_`gmll`]aj dan]k&>gj]pYehd]$o`]fl`]k]f\]jYf\l`]j][]an]jY_j]]gfl`]_gg\Yf\l`]ZY\ka\]k g^YfqkalmYlagf& Psychological barriers: l`]k]Yj]l`]hj]nagmkYllalm\]kg^l`]afl]jdg[mlgjkYZgmll`]e% k]dn]k$YZgmll`]e]kkY_]gjYZgmlgl`]jk& Activities 14. J]Y\l`]^gddgoaf_ha][]g^f]okaf`]j]2www.publico. es/ciencias/292771/google-quiere-derribar-otra-vez-latorre-de-babel 40 O`YlZYjja]jlg[geemfa[YlagfakallYdcaf_YZgml7O`Yl Yj]l`]Y\nYflY_]kYf\\akY\nYflY_]klgY`meYfljYfk% dYlgj7 The communication process 2 3. Solutions to communication barriers Aô]klYjl^jgel`]dYkl[dYkkaâ[Ylagfg^[geemfa[YlagfZYjja]jkl`Ylo]`Yn]k]]f$\ana\af_ l`]eaflgh`qka[Yd$afl]dd][lmYdgjhkq[`gdg_a[YdZYjja]jk$o][Yf_jgmh\a^^]j]flsolutionsgj strategieslg]daeafYl]$gjYld]Yklj]âf]$l`]gZklY[d]klgl`][geemfa[Ylagfhjg[]kkl`Yl o][Yfâf\&L`mk2 Physical barriers&Lg]daeafYl]gjj]âf]km[`ZYjja]jko][Yf2 – EYlmj]$Ykem[`YkhgkkaZd]$l`]a\]Yg^l `]e]kkY_]o]oYfllgljYfkeallgYnga\Ye% Za_malqafl`]j][]an]j& – 9nga\mff][]kkYjqYZjmhlf]kkaf[geemfa[YlagfYf\k`gol`Ylo]Yj]afl]j]kl]\afl`] [geemfa[Ylagfhjg[]kk& – Mk]emdlahd][`Yff]dklgj]af^gj[]l`]af^gjeYlagfl`Ylo]afl]f\lgljYfkeal& – J]\m[]à]jYj[à[Ydd]n]dkafl`]gj_YfarYlagfYdkljm[lmj]g^l`][gehYfq$Ykl`]egj] [gehd]pl`]gj_YfarYlagfak$l`]egj]dac]dqlge]]lYh`qka[YdZYjja]j& Intellectual barriers&Lghj]n]flkm[`ZYjja]jk$o][Yf2 Vocabulary Empathy& 9Zadalq g^ Y h]jkgf lg hml af kge]gf] ]dk]Ík hdY[] Yf\ k`Yj]àkgj`]j^]]daf_k& Assertiveness& 9Zadalq lg ]phj]kk ghafagfk gh]fdq Yf\ oal`gml ^]Yj$ oàd] j]kh][laf_ ]Y[` gl`]j Yf\ hjgh]jdqkgdnaf_hjgZd]ekYkl`]q Yjak]& Feedback&Afl`]k[gh]g^[geem% fa[Ylagf$ al j]^]jk lg l`] k]f\]jÍk YZadalq lg [gdd][l l`] j]Y[lagfk g^ l`] j][aha]flk Yf\ na[]n]jkY!$ ]al`]jl`jgm_`n]jZYdgjfgfn]jZYd dYf_mY_]Yf\$Y[[gj\af_lgl`]Ylla% lm\] l`]q k`go$ eg\a^q l`] e]% kkY_]gjfgl& – Mk]Yja[`Yf\oa\]ng[YZmdYjqlg]phYf\gmjYZadalqlg[geemfa[Yl]& – 9\Yhllgl`]afl]dd][lmYdgj[mdlmjYdd]n]dg^gmjafl]jdg[mlgjk& – Mk] l`] ogj\k l`Yl Z]kl \]âf] l`] e]kkY_] o] oYfl lg \]dan]j$ lg ]fkmj] l`Yl gmj j][]an]joaddmf\]jklYf\al& – <gfglmk]ogj\kgjl][`fa[Ydl]jekl`YlogjcY_Yafkll`]mf\]jklYf\af_Zql`]j][]an]j& – Ljqlg]ehYlàr]oal`l`]h]jkgfgjh]jkgfklgo`geo]Y\\j]kk& Psychological barriers&Lghj]n]flkm[`ZYjja]jko][Yf2 – >af\YljmklYlegkh`]j]afl`]gl`]jhYjlg^l`]hjg[]kk& – ;`][co`]l`]jl`]j]Yj]ka_fkg^laj]\f]kkafl`]j][]an]jl`YleYq\aklmjZ[geemfa% [Ylagf& – Hgkalan]dqY[[]hl\a^^]j]f[]k$Yko]ddYk\a^^]j]fll`gm_`lkYf\ghafagfk& – 9\ghlaehYjlaYdYllalm\]kYf\ljqlgZ]j][]hlan]& – Ljqlg]fkmj]l`Yll`]^]]\ZY[chjg[]kk\g]kfÍllYc]lggdgf_$kgl`Yl[geemfa[Ylagfak afl]j]klaf_lgZgl`hYjla]kYddl`]lae]& 9ko][Yfk]]$o]f]]\lgh]j^gjeYfanalysis of the communicative situationafgj\]jlg hj]n]flhgkkaZd][geemfa[YlagfZYjja]jkYf\kgdn]l`]eYkl`]qYhh]Yj& Fig. 2.9. ;geemfa[Ylagfak]Yka]jafY ljmklYlegkh`]j]& Case study 5. Solving communication barriers L`][gehYfq?gKg^loYj]$K&D&`YkYna\]g[gf^]j]f[]e]]l% af_ oal` Y hjgkh][lan] [mklge]j$ l`] [gehYfq Ba_Ya Dl\&$ ZYk]\ af Af\gf]kaY& L`] Af\gf]kaYf afl]jdg[mlgj `Yk afkak% l]\gfeYcaf_l`][gfn]jkYlagfafKhYfak`$Yk`]kYqk`]`Yk Y Z]ll]j [geeYf\ l`Yf af =f_dak`& <mjaf_ l`] [Ydd k]n]jYd af[a\]flkg[[mj2 a) L`]j]Yj]afl]j^]j]f[]k\m]lgYkdgoAfl]jf]l[gff][lagf& b) Gmj afl]jdg[mlgj \g]kfÍl `Yn] Y _gg\ [geeYf\ g^ KhYfak`& c) L`]j][]an]jk]]eklgZ]laj]\& Solution2 9kdgoAfl]jf]l[gff][lagfakYh`qka[YdZYjja]j\m]lgY^Yadmj] afl`][`Yff]d&9hgkkaZd]kgdmlagfogmd\Z]lg]fYZd]Ydl]jfY% lan][geemfa[Ylagf[`Yff]dkkm[`Ykl]d]h`gf][gff][lagf& L`]hjgZd]eoal`KhYfakàkYfafl]dd][lmYdZYjja]j&O][Yfljq lgmk]Y[d]YjYf\kaehd]dYf_mY_]$addmkljYl]\oal`]pYehd]kg^ o`Ylo]e]Yf&<a[lagfemklZ][d]Yjlgg& Laj]\f]kkaf\a[Yl]kYhgkkaZd]hkq[`gdg_a[YdZYjja]j&L`]j][]a% n]j\g]kfÍlhYqhjgh]jYll]flagfa^l`][geemfa[Ylagfakdgf_ Yf\\a^â[mdl&Alakkgdn]\Zq_gaf_"to the point". 41 2 The communication process 4. Differences between communication and information O]mkmYddqeaklYc]l`]l]jekcommunicationYf\information.:mll`]\a^^]j]f[]Z]lo]]f l`]eakn]jq[d]Yj& O][Yf[dYja^ql`]e]Yfaf_g^Zgl`l]jekmkaf_kge]]phdYafaf_â_mj]k&J]e]eZ]jl`Yl$af gj\]jlghjg\m[]information$l`]k]f\]jemklakkm]Ye]kkY_]Y\\j]kk]\lgl`]gl`]jhYjl$ oà[àkl`]j][]an]j&L`]e]kkY_]^dgokl`jgm_`Y[`Yff]dgje]\ame2 Sender Receiver Message Channel Scheme 2.4. Af^gjeYlagfhjg[]kk& Gfl`][gfljYjq$aô]oYfllglYdcYZgmlcommunication$o]emklY\\Yf]o]d]e]fllg l`]k[`]e]YZgn]2^]]\ZY[c&Làke]Yfkl`Yl$YlYfqlae]$l`]k]f\]jZ][ge]kl`]j][]an]j Yf\l`]j][]an]jZ][ge]kl`]k]f\]j&L`mk$lgj]^]jlg[geemfa[Ylagfo]emkleg\a^ql`] k[`]e]YZgn]Yk^gddgok2 Message Channel Sender Receiver Feedback Scheme 2.5. ;geemfa[Ylagfhjg[]kk& Case study 6. Information vs. media communication 9[[gj\af_lgo`Ylqgm`Yn]klm\a]\aflàkmfal$[gmd\o]kYq l`Ylj]Y\af_Yf]okhYh]jakY[geemfa[Ylagfhjg[]kk7 Solution: GZnagmkdq$ fgl& 9f\ q]l o] [gfka\]j l`Yl Y f]okhYh]j ak Y e]Yf g^ [geemfa[Ylagf$ o`]f o] k`gmd\ af[dm\] al af l`] Activities 15. AeY_af] l`Yl qgm Yj] dak% l]faf_lgYkhglgfYjY\ag klYlagf& Ak làk Y [geem% fa[Ylagf hjg[]kk7 Gj Yf af^gjeYlagf hjg[]kk7 <ak% [mkkqgmjYfko]joal`qgmj [dYkkeYl]k& 42 eYkke]\aY[Yl]_glq&Alakljm]l`Yll`]h]jkgfo`gj][]an]kl`] e]kkY_] l`]f]okhYh]jj]Y\]j!Y[lmYddq`YkYja_`llgj]hdq Yf\`][gmd\]n]fojal]Yd]ll]jlgl`]]\algjgjYkc^gj[dYjaâ% [Ylagfgfo`Yl`]akj]Y\af_$Zml`][gmd\fÍl\galaee]\aYl]dq& L`]j]^gj]$l`]dY[cg^^]]\ZY[caehda]kl`Ylj]Y\af_Yf]okhY% h]jakfglY[geemfa[Ylagfhjg[]kk3alakaf^gjeYlagf& 9llàkhgafl$o]ea_`lYkcl`]^gddgoaf_im]klagf2akl`]j][geemfa[Ylagfafl`][gehYfq ^jgeYklja[lhgaflg^na]o7Aô]kla[clgo`Ylo]`Yn]k]]f$o][gmd\`Yj\dqkh]Ycg^Yj]Yd [geemfa[Ylagfhjg[]kk& Al ak ljm] l`Yl af Yf gj_YfarYlagf$ af^gjeYlagf [Yf ^dgo hjgh]jdq ^jge l`] eYfY_af_ hgka% lagfklgdgo]jd]n]dk$Zml[gmd\]ehdgq]]kgh]fdq\ak[mkkgj]n]fj]b][lYfgj\]jl`Yl[ge]k ^jgeYfaee]\aYl]kmh]jagj7 :Yka[Yddql`]q[gmd\$Zmll`]qoaddmkmYddq`Yn]l`]^]Yjl`Yll`]q[gmd\km^^]j^jgekge]j]% lYdaYlagfYkYj]kmdlg^gh]fdq\]^]f\af_Y\a^^]j]flghafagf& The communication process 2 Summar y Sender Encodes Receiver Is able to improvise Message Elements of communication Characteristics of a good sender Transmits credibility Channel Shows interest Code Is assertive Context Feedback Inform Clarity Desirable features in a message ≠ Communicate Accuracy Objectivity Opportunity Interest Location In the context Time In the message/channel Noise Lack of empathy Depending on the element of the communication process involved Prejudice Halo effect In the receiver/transmitter Inferences Generalizations Lack of listening Barriers to communication In the code Uncommon code In the feedback Lack of feedback Physical Depending on the nature Intellectual Psychological Feedback Message encoding Message issuance Communication process with feedback Message decoding Message receipt 43 2 The communication process Test review 1. L`]k]lg^ka_fkl`jgm_òà[`Ye]kkY_]akakkm]\ak2 a) L`][`Yff]d& a) 9h`qka[YdZYjja]j& b) L`][gfl]pl& b) 9hkq[`gdg_a[YdZYjja]j& c) L`][g\]& c) 9fafl]dd][lmYdZYjja]j& d) Fgf]g^l`]YZgn]& d) Fgf]g^l`]YZgn]& 2. AfY[geemfa[Ylagfhjg[]kk$o`]fl`]j][]an]j"Yfko]jk" l`]k]f\]jo]lYdcYZgml2 9. Lggn]j[ge]Yfafl]dd][lmYdZYjja]j$o]2 a) Emklmk]Yoa\]ng[YZmdYjq& a) L`]fgak]& b) EmklY\Yhllgl`]afl]dd][lmYdd]n]dg^gmjafl]jdg[mlgjk& b) L`]e]kkY_]& c) K`gmd\fglmk]eYfql][`fa[Ydogj\k& c) L`]`Ydg]^^][l& d) 9ddg^l`]YZgn]& d) L`]^]]\ZY[c& 3. 9kk]jlan]f]kkak2 10. L`] j]hgjl eY\] Zq Y k][lagf eYfY_]j ^gj l`] _]f]jYd eYfY_]jak2 a) 9faf^gjeYd[`Yff]dg^[geemfa[Ylagf& a) Af^gjeYdYf\lgh%\gof& b) K`goaf_j]kh][llgoYj\kgmjafl]jdg[mlgj& b) >gjeYdYf\dYl]jYd& c) 9^gjeg^h`qka[YdZYjja]jaf[geemfa[Ylagf& c) Af^gjeYdYf\\aY_gfYd& d) 9fgl`]jfYe]^gjfgak]& d) >gjeYdYf\Zgllge%mh& 4. 9e]kkY_]emklZ]2 a) ;d]Yj& b) 9[[mjYl]& c) GZb][lan]& d) 9ddg^l`]YZgn]& 5. 9e]kkY_]\][g\]\Yf\mf\]jklgg\Zql`]j][]an]jak2 11. Afl`]e]j]ljYfkeakkagfgâf^gjeYlagfl`]j]akfg2 a) >]]\ZY[c& b) ;`Yff]d& c) ;g\]& d) Fgf]g^l`]YZgn]& 12. Aô]kYql`YlYh]jkgfdY[ckl`]YZadalqlg"oYdcafgl`]jÍk k`g]k"$o]Yj]kYqaf_l`Yllàkh]jkgfk`YkYdY[cg^2 a) 9fafl]f\]\e]kkY_]& a) =ehYl`q& b) 9ljYfkeall]\e]kkY_]& b) 9kk]jlan]f]kk& c) 9j][]an]\e]kkY_]& c) J]ljgY[lanalq& d) 9fYkk]jlan]e]kkY_]& d) J]daYZadalq& 6. L`]jmegmjmkmYddqYhh]Yjkaf2 13. 9[[]hlaf_l`]ghafagfkg^gl`]jkakYoYqlgkgdn]2 a) N]jqà]jYj[à[Ydgj_YfarYlagfYdkljm[lmj]k& a) H`qka[YdZYjja]jk& b) >gjeYdgj_YfarYlagfYdkljm[lmj]k& b) Afl]dd][lmYdZYjja]jk& c) Af^gjeYdgj_YfarYlagfYdkljm[lmj]k& c) Hkq[`gdg_a[YdZYjja]jk& d) N]jqh]jkgfYdgj_YfarYlagfYdkljm[lmj]k d) Fgf]g^l`]YZgn]& 7. L`][geemfa[Ylagfl`Ylg[[mjkZ]lo]]flog]ehdgq]]k afl`]kYe]^Y[lgjqak2 44 8. L`]afl]j^]j]f[]kgn]jl`]h`gf]Yj]2 14. Oà[`g^l`]^gddgoaf_[`YjY[l]jakla[k\g]kfglYhhdqlgY _gg\k]f\]j72 a) :gllge%mh& a) 9kk]jlan]f]kk& b) Lgh%\gof& b) 9Zadalqlgaehjgnak]& c) DYl]jYd& c) ;j]\aZadalq& d) <aY_gfYd& d) 9ddg^l`]eYhhdq& The communication process 2 Ch ec k your lear ning Identifying the elements and stages of a communication process Assessing the importance of maintaining a positive attitude in a communication process 1. @go \g qgm [Ydd l`] [geemfa[Ylagf h]j^gje]\ Zq Y [gehYfq oal` alk [mklge]jk$ l`] hmZda[ Yml`gjala]k gj kmhhda]jk7 18. O`YlYj]l`]l`j]]klqd]kg^[geemfa[Ylagfl`Yll`]k]f% \]j[Yf\]n]dgh7 2. Dakll`]^mf[lagfkl`Yl[geemfa[Ylagf`YkafYfgj_YfarY% lagf& 3. O`Ylakeakkaf_^jgelàkdaklg^l`]]d]e]flkg^l`][ge% emfa[Ylagfhjg[]kk72K]f\]j$e]kkY_]$j][]an]j$[gfl]pl& 4. O`Yl ]d]e]fl g^ [geemfa[Ylagf Yj] o] lYdcaf_ YZgml o`]f o] kYq l`Yl l`] e]kkY_] ak af^dm]f[]\ Zq akkm]k dac]l`]da_`laf_gjl`]hdY[]o`]j][geemfa[YlagflYc]k hdY[]7 5. <]âf]l`]jgd]g^l`]k]f\]jaf[geemfa[Ylagf& 6. O`Yl\g]kl`]k]f\]j\glg]f[g\]Ye]kkY_]7 7. @goeYfqlqh]kgê]kkY_]kYj]l`]j]7 8. O`Yle]kkY_]^]Ylmj]Yj]o]lYdcaf_YZgmlo`]fo]kYq l`YlalemklZ]aehYjlaYd7 9. O`Ylakfgak]af[geemfa[Ylagf7 10. FYe]l`j]]]pYehd]kg^[geemfa[Ylagf[`Yff]dkafoà[` l`]]eakkagfYf\l`]j][]hlagfg^l`]e]kkY_]akg[[mjjaf_ Yll`]kYe]lae]& 11. O`Ylcaf\g^[`Yff]dakYl]d]nakagf[`Yff]d7 12. O`Yl[gf[]hlaklàkk]fl]f[]lYdcaf_YZgml7";`Yff]daf oà[`k]f\]jYf\j][]an]j`Yn]\aj][l[gflY[l&" 13. O`Yl^gjeYd[`Yff]dkogmd\qgmmk]lg[geemfa[Yl]l`] jmd]k^gjYdal]jYjq[gfl]klYlqgmjk[`ggd7 14. O`Yllqh]kg^[`Yff]dkYj]mk]\afl`]k]kalmYlagfk7 19. EYl[`]Y[`[Yk]oal`l`]YhhjghjaYl]lqh]g^[geemfa% [Ylagf2 a) L`]]phj]kkagf"GcYq$ZmlAÍefglafl]j]kl]\q]l" b) )!9__j]kkan]& *!AfàZal]\& +!9kk]jlan]& c) Af Yfq kalmYlagf `] l]f\k lg làfc o`Yl l`] gl`]jk làfc& Distinguish between communicating and transmitting information 20. O`Yl ZYjja]j lg [geemfa[Ylagf g[[mjk af ]Y[` g^ l`] ^gddgoaf_[Yk]k7 a) L`]h]jkgfo`gakaf[`Yj_]g^hmj[`Yk]kg^Y\]hYjl% e]flklgj]\g]kfÍldac]YkYd]keYfg^Y[gke]la[kâje Ylâjklka_`l& b) L`] l]Y[`]j g^ Y [gmjk] lg ]ehdgq]]k af Y ^Y[lgjq \g]kfÍl j]Y\ l`] Ykk]kke]fl kmjn]qk g^ l`] klm\]flk YZgmll`]\]n]dghe]flg^l`]ljYafaf_Y[lanalql`Yl`]ak h]j^gjeaf_Y^l]jl`]âjklk]kkagfk& c) K]n]jYd ]p][mlan]k g^ [gehYfa]k af l`] [gfkljm[lagf k][lgj\gmZll`]YZadalqg^YogeYflgZ]Yhhgafl]\Yk j]hj]k]flYlan]g^l`]hmZda[Y\eafakljYlagf^gjj]dYlagfk oal`l`]ajk][lgj& a) L`] [gehYfq EYfl][Y\gk 9klmjd]gf]k]k hgklk lg Y f]okhYh]jY\lgâddYnY[Yf[qafl`]kYd]k\]hYjle]fl& d) 9dYoq]jmk]keYfqd]_Ydl]jeklg]phdYafl`]klYlmkg^ l`][Yk]lg[da]flk& b) L`]Hj]ka\]flg^l`]M&K&?gn]jfe]fllmjfklgalk[ala% r]fkl`jgm_`Yl]d]nak]\e]kkY_]& e) J]hj]k]flYlan]kg^]ehdgq]jkYf\ogjc]jkYj]mfYZd]lg mf\]jklYf\l`]hgkalagfkg^l`]gl`]jhYjlqafY[gdd][% lan]ZYj_Yafaf_hjg[]kk& c) L`][`Yf[]ddgjg^l`]mfan]jkalqe]]lkl`]\]Yfkg^l`] \a^^]j]fl^Y[mdla]k& d) L`] hmZda[ Zg\q j]khgfkaZd] ^gj gj_Yfaraf_ ljahk ^gj k]fagjkk]f\kalkg^^]j^gjlàkk]Ykgflgl`]ljYn]dY_]f% [a]k& 15. AkY[gehYfqafl]jfYdf]okd]ll]jY[`Yff]d7O`q7 16. Afo`Yllqh]g^[`Yff]dk\gjmegmjkg[[mj7 17. :ja]^dq\]âf]l`]]f[g\af_hjg[]kk& f) L`]Afl]jf]l[gff][lagf^Yadk^jgelae]lglae]oàd] kge]eYfY_]jke]]lZqna\]g[gf^]j]f[]& g) L`][à]^g^Yf]ehdgq]]Z]da]n]kl`Yllàk]ehdgq]] ogfÍlh]j^gjeàkafkljm[lagfkhjgh]jdqYlâjkl$Yk$afàk ghafagf$làkogjc]j"f]n]j\g]kYfqlàf_ja_`ll`]âjkl lae]"& h) 9[gehYfqh]j^gjekYfY\n]jlakaf_[YehYa_f3`go]n]j al\g]kfgl[`][cl`]]^^][lal`Yk`Y\gfalklYj_]l[mk% lge]jk& 45 2 The communication process Ch ec k your lear ning 21. O`Yllqh]g^ZYjja]jakl`]j]Z]lo]]flogh]ghd]o`g\g fglk`Yj]l`]kYe]dYf_mY_]7 22. ;Yfqgm\]âf]l`]`Ydg]^^][l7 23. EYl[`l`]^gddgoaf_ghlagfkoal`l`][gjj][lYfko]j2 Solution Barrier Mkaf_emdlahd] [geemfa[Ylagf[`Yff]dk H`qka[Yd Lgfglmk]l][`fa[Ydl]jek Afl]dd][lmYd = Yjda]j làk q]Yj$ l`] :gYj\ g^ <aj][lgjk fgl]k l`Yl l`] hjg\m[lagfâ_mj]k^gjl`]âjklimYjl]j`Y\Yka_faâ[Yfl \][j]Yk] af j]dYlagf lg l`] hj]nagmk imYjl]j& L`]j]^gj]$ al \][a\]k lg àj] Yf gmlka\] [gfkmdlYfl lg YfYdqk] l`] hgkkaZd][Ymk]kg^làkmf]ph][l]\\][daf]afhjg\m[lagf j]kmdlk& K]]caf_^]]\ZY[c ;d]Yje]kkY_] Hkq[`gdg_a[Yd 9\YhlYlagflggl`]jÍk [mdlmjYdd]n]d Differentiating between communicating and transmitting information 24. Afqgmjghafagf$o`Ylakl`]eYaf\a^^]j]f[]Z]lo]]faf^gj% eYlagfYf\[geemfa[Ylagf7 25. J]Y\l`]^gddgoaf_[Yk]kYf\ojal]Yf"I"o`]fl`]qj]^]j lg af^gjeYlagf Yf\ Y "C" o`]f qgm làfc l`Yl l`]q Yj] [geemfa[YlagfkalmYlagfk&Af[Yk]kg^\gmZl$\ak[mkkoal` qgmj[dYkkeYl]ko`]l`]jqgmlàfcl`YlalakYfaf^gjeYlagf gjY[geemfa[Ylagf[Yk]2 I Qgm`]YjYfaf^gjeYlagf khglgfYjY\aghjg_jYee]& E]]laf_g^l`]\]hYjle]fl ]ehdgq]]kg^Y`qh]jeYjc]l lgaf[j]Yk]kYd]k& L]Yeafkljm[lagfkafY>gjemdY )jY[]lgYjmff]j"afnalaf_" àelgYddgol`]gn]jlYcaf_g^ àk[gehYfagf& <akYhhjgnYdg^Y[gehYfq eYfY_]jlgoYj\kYf]ehdgq]] o`gakg^l]fdYl]^gjogjc& O]Yj]oYl[àf_l`]LNf]ok& 46 26. Afl`]^gddgoaf_Y[lanalqqgmemklhmlaflghjY[la[]o`Yl qgm`Yn]d]Yjflkg^Yjafmfalk)Yf\*2 L`][gehYfqLjYfk^gjeY\gj]kqJ]ZgZafY\gk\]dKmj`Yk Yfgj_YfarYlagfYdkljm[lmj][gfkaklaf_g^+(h]ghd]&>an] g^l`]eZ]dgf_lgl`]:gYj\g^<aj][lgjk$^gmjYj]_]f]jYd eYfY_]jk$]a_`lYj]\]hYjle]fl`]Y\kYf\l`]gl`]jkYj] ]ehdgq]]k&AlakYà_`dqà]jYj[à[Ydkljm[lmj]afoà[`l`] lYkck [Yjja]\ gml Zq l`] [gehYfq Yj] l`gk] j]dYl]\ lg l`]hjg\m[lagfg^]d][lja[YdljYfk^gje]jk$lgl`]dg_akla[k g^l`][gehYfq$lg`meYfj]kgmj[]kYf\lgâfYf[aYdYf\ Y[[gmflaf_akkm]k& :]af_Ykk]jlan] =ehYlàraf_oal`gmjhYjl% f]j Analysing the various barriers that may occur in communication and choosing a valid alternative to solve communication problems C L`][gf[dmkagfkj]Y[`]\Zql`][gfkmdlYflo]j]2 DY[cgêglanYlagfafl`][gehYfqklY^^& Eg\]jYl]\][daf]afl`]hjg\m[lanalqh]j]ehdgq]]& <ak[gfl]fl af l`] dgo]j d]n]dk g^ l`] gj_YfarYlagfYd kljm[lmj]g^l`][gehYfq\m]lgl`]ajdY[cg^hYjla[ahY% lagfafeYcaf_Zmkaf]kk\][akagfk& >Yadmj]afl`][geemfa[Ylagfkqkl]ekg^l`][gehYfq& LYcaf_l`]k][gf[dmkagfkaflgY[[gmfl$l`]:gYj\g^<aj][% lgjk\][a\]\lgj][gfka\]jl`][gehYfqÍkgj_YfarYlagfYd kljm[lmj]Yf\lg[`Yf_]l`]hgda[qj]_Yj\af_alk]ehdg% q]]k& ?an]flàkkalmYlagf$Yfko]jl`]^gddgoaf_im]klagfk2 a) Afqgmjghafagf$o`Yld]_Yd^gjeakl`]egklkmalYZd]^gj làk[gehYfq7 b) O`Ylakl`]\]hYjle]flYdkljm[lmj]l`Yllàkgj_YfarY% lagfk`gmd\`Yn]79f\o`YlalkeYaf^mf[lagfkk`gmd\ Z]7 c) EYc]l`]gj_YfarYlagfYd[`Yjl^gjlàk[gehYfq& d) @Yn] qgm fgla[]\ Yfq [geemfa[Ylagf ZYjja]j af làk [gehYfq7O`Ylkgdmlagfkogmd\qgmlYc]7 e) 9[[gj\af_lgl`]\aY_fgkakhjghgk]\Zql`][gfkmdlYfl$ o`Yllqh]g^gj_YfarYlagfYdkljm[lmj]ogmd\qgmk]lmh7 f) O`Yll][`faim]gjl][`faim]kogmd\qgm\]n]dgh^gj eYcaf__jgmh\][akagfk7 Unit 3 Communication within the company In this unit you’ll learn how to: <]âf][geemfa[Ylagf[`Yff]dkoalàf l`]gj_YfarYlagf& <aklaf_mak`Z]lo]]f^gjeYdYf\af^gjeYd gj_YfarYlagfYd[geemfa[Ylagfhjg[]kk]k& 9kk]kkl`]af^dm]f[]gâf^gjeYd [geemfa[Ylagf[`Yff]dkYf\[`Yafk g^jmegmjkafgj_YfarYlagfk& J]dYl]l`]hjg[]kkgâf^gjeYlagf\]eYf\ afY[[gj\Yf[]oal`l`]lqh]gâfl]jfYd gj]pl]jfYd[mklge]j& 9kk]kkl`]aehgjlYf[]g^l`]ljYfk^]jg^ l`][gjhgjYl]a\]flalqg^l`]gj_YfarYlagf& And you’ll study: L`]hgl]flaYdlqh]kg^ [geemfa[Ylagfafl`][gehYfq& Afl]jfYd[geemfa[Ylagf2 n]jla[Yd$`gjargflYdYf\\aY_gfYd& =pl]jfYd[geemfa[Ylagf2Y\n]jlakaf_ Yf\hmZda[j]dYlagfk& ;geemfa[Ylagfg^[jakak& Lqh]kg^[geemfa[Ylagff]logjck2 ^gjeYdYf\af^gjeYd&L`]jmegmj& ;geemfa[YlagfYkY_]f]jYlgj g^Z]`Ynagmjk& 3 Communication within the company 1. Communication within the company. Types Vocabulary Medium. EYl]jaYd ]d]e]fl o`]j] l`]e]kkY_]akâp]\& A^ [geemfa[Ylagf ak aehgjlYfl lg gmj h]jkgfYd Yf\ hjanYl] da^]$ ^gj Y [gehYfq$ Z]af_ Yf gj_Yfar]\Y[lanalql`Ylak\]n]dgh]\Zqh]ghd] LYZd]+&)!Yf\Z]f]âl%gja]fl]\$alakessential& Qgm[gmd\f]n]jaeY_af]l`Yl]Y[`]ehdgq]]ogjckgfl`]ajgof$oal`gmlYfq[ggj\afYlagf gj[geemfa[Ylagfl`]gl`]jk& Kg em[` kg l`Yl l`] success g^ Y Zmkaf]kk \]h]f\k$ gf eYfq g[[Ykagfk$ gf l`] YZadalq g^ alkd]Y\]jklg[geemfa[Yl]$l`YlaklgkYq$l`]ajYZadalqlgmf\]jklYf\Yf\Z]mf\]jklgg\Zq gl`]jk& L`]j]^gj]$_gg\[geemfa[YlagfZ]lo]]f]ehdgq]]kYf\eYfY_]e]flmf\gmZl]\dqaf^dm]f% []kZ]ll]jh]j^gjeYf[]Yf\_j]Yl]jbgZkYlak^Y[lagfgôgjc]jk& 9k^gjl`]lqh]kg^[geemfa[Ylagfl`Yl[YfZ]\]n]dgh]\afl`][gehYfq$YkafeYfqgl`]j Yj]Yk$l`]qYj]\an]jk]&L`]^gddgoaf_lYZd]_an]kY[dYkkaâ[Ylagfg^lqh]kg^[geemfa[Ylagfaf l`][gehYfqY[[gj\af_lg\a^^]j]fl[jal]jaY2 Types of communication Alg[[mjkYegf_e]eZ]jkg^Yfgj_YfarYlagf& Aldafckl`]\a^^]j]fld]n]dkYf\\]hYjle]flkg^l`]à]jYj[à[Ydgj_YfarYlagf& >gj]pYehd]$[geemfa[YlagfZ]lo]]fl`]hjg\m[lagf\]hYjle]flYf\kYd]k& Internal S][lagf*$Ufal+! Vertical Depending on the scope Horizontal Alak]klYZdak`]\Z]lo]]feYfY_]e]flYf\]ehdgq]]kg^l`] [gehYfq [YfZ]Zgllge%mhgjlgh%\gofY[[gj\af_lgl`]k]fk] g^l`]e]kkY_]!& AlakYegf_]ehdgq]]kg^l`]kYe]à]jYj[à[Ydd]n]d& Alakl`][geemfa[YlagfZ]lo]]fl`][gehYfqYf\l`]gmlka\]& External S][lagf+$Ufal+! Aldafckl`][gehYfqoalàlk]fnajgfe]fl& AlakeY\]mhg^[geemfa[Ylagfkoal`[mklge]jk$kmhhda]jk$[j]\algjkYf\g^â[aYdZg\a]k& Alakl`]k[gh]^gjY\n]jlakaf_Yf\hmZda[j]dYlagfk& AllYc]khdY[]l`jgm_`l`]khgc]fdYf_mY_] [gfn]jkYlagf!& Oral Ufal-! AlmkmYddqg[[mjkYegf_h]ghd]^Y[]lg^Y[]gjo`]f[geemfa[Ylaf_gn]jl`]h`gf]& >]]\ZY[cak^Ykl]jl`Yfafojall]f[geemfa[Ylagf$l`]k]f\]j_]lkYfaee]\aYl]j]khgfk] Yf\Yddgok^gj[dYjaâ[YlagflgYnga\hgkkaZd]eakmf\]jklYf\af_k& Alakj][gee]f\]\^gjmj_]flY[lagf& Depending on the code Written Ufal/! Alj]imaj]kl`]mk]g^kge]lqh]gê]\ame km[`YkhYh]jgjY[gehml]j`Yj\\akc!& >]]\ZY[cakkdgo]j$al\g]kfglYddgoaee]\aYl][dYjaâ[Ylagfgjeg\aâ[Ylagf& Alakf][]kkYjqlg\]n]dghl`]e]kkY_]& Alakh]j^gje]\l`jgm_`_]klmj]k$_dYf[]k$^Y[aYd]phj]kkagfk$Zg\qegn]e]flk$Yf\kggf& Non-verbal Ufal,! O][Yf\][a\]o`]l`]jgjfgllg[geemfa[Yl]n]jZYddq$Zmlfgf%n]jZYd[geemfa[Ylagfak \a^â[mdllgà\]$Z][Ymk]o]Yj][gfklYfldqk]f\af_e]kkY_]kl`jgm_`l`]^Y[]Yf\Zg\q& Fgf%n]jZYde]kkY_]kYj]mk]\lgkmhhd]e]flYf\kmhhgjlo`Ylo]kYq$Zmlkge]lae]kl`]q [YfZ][gfljY\a[lgjqa^gmj_]klmj]k\gfgleYl[ò`Ylo]oYfllgljYfkeal$oà[àkn]jq hgkkaZd]$YkeYfqlae]ko]\gl`]k]_]klmj]kmf[gfk[agmkdq& Table 3.1. Lqh]kg^[geemfa[Ylagf\]h]f\af_gfl`]k[gh]$[g\]Yf\l`]d]n]dg^[gfljgd(cont.)& 48 Communication within the company 3 Types of communication Formal S][lagf-&)$Ufal+! Al[YfZ]Yj_m]\l`Yl^gjeYd[geemfa[Ylagfako]dd\]âf]\$]n]f\jYof$kaf[]al\]n]dghk Y[[gj\af_lgl`]daf]kg^l`]gj_YfarYlagfYd[`Yjl& Alakmk]\lgljYfkealaf^gjeYlagfgflgha[kj]dYl]\lgl`]gj_YfarYlagf& =pYehd]2l`]kYd]keYfY_]jZjaf_kYddl`]kYd]kj]hj]k]flYlan]klg_]l`]jlgaf^gjel`]eYZgmll`] j]kmdlkg^l`]hj]nagmkegfl`Yf\_an]kl`]afkljm[lagfkf]]\]\lgh]j^gjel`]bgZ^gjl`]f]plegfl`& Informal S][lagf-&*$Ufal+! Al[Yf`Yhh]fYfqo`]j]$afka\]gjgmlka\]l`][gehYfqYf\ogjcaf_`gmjk& AlYjak]kafkhgflYf]gmkj]dYlagfkàhkl`YlYj]ZYk]\gfY^âfalqZ]lo]]fbgZeYl]k& Al[gn]jkYddkgjlkg^lgha[k$fglbmkll`gk]j]dYlaf_lgl`]bgZgjgj_YfarYlagf& AlakaehgjlYflYf\lYc]khdY[]n]jqg^l]f$Z][Ymk]l`]e]kkY_]k$[g\]kYf\[`Yff]dkYj] fgl[gfljgdd]\ZqeYfY_]e]fl& =pYehd]2l`]_jgmhkl`Yl[ge]lg_]l`]jlg[`Ylgfl`]Zj]Yckgjlg`Yn]Zj]Yc^Ykl$ gjogjc]jko`gk`Yj]Y[Yjlg_glgogjcgjo`gkh]f\hYjlg^l`]ajkhYj]lae]lg_]l`]j& Depending on the level of control Table 3.1.Lqh]kg^[geemfa[Ylagf\]h]f\af_gfl`]k[gh]$[g\]Yf\l`]d]n]dg^[gfljgd& Case study 1. Types of communication I Dm[Yakj]Y\af_l`]f]okhYh]jYf\k]]kYbgZg^^]jlg[gn]jYf Y\eafakljYlan] hgkalagf af l`] [gehYfq Em]Zd]k =d JgZd]\g$ K&D&L`]g^^]jaf\a[Yl]kl`Yll`gk]afl]j]kl]\k`gmd\k]f\Y;N lgl`]Y\\j]kkYhh]Yjaf_&Dm[Y\][a\]klgj]khgf\lgl`]g^^]j Yf\Yhhda]k^gjl`]k]d][lagfhjg[]kk& @goeYfqlqh]kg^[geemfa[YlagfoaddYhh]YjaflàkkalmYlagf7 Solution2 Written and external communication:l`]Y\n]jlak]e]fl afl`]f]okhYh]j$Ykl`][gehYfqmk]kY\n]jlakaf_lgj]Y[` hgl]flaYdogjc]jk& Written communication2 mk]\ Zq Dm[Y lg Yfko]j lg l`] g^^]j$Ykk`]oaddk]f\Y;Noal`Y[gn]jd]ll]j& Oral communication2 Yk l`] [gehYfq oadd hjgZYZdq h`g% f]`]jlgYjjYf_]Yfafl]jna]o$\mjaf_oà[`l`]afl]jna]o]j oadd[gf\m[lYk]ja]kgîm]klagfkl`YlDm[YemklYfko]j gjYd[gfn]jkYlagf!& Formal communication: làk j]^]jk lg l`] o`gd] hjg[]kk l`Yl ak \]k[jaZ]\ `]j] Z][Ymk]$ Yl Ydd lae]k$ l`] [gehYfq [gfljgdkl`]af^gjeYlagf& Case study 2. Types of communication II L`] _]f]jYd eYfY_]j g^ l`] [gehYfq ;gf^][[agf]k :mr$ K&9&oYflklg[j]Yl]Yhjg[]\mj]keYfmYdaf[dm\af_l`]oYq l`]q `Yn] lg h]j^gje l`] egkl [geegf gh]jYlagfk af l`] [gehYfq&L`]fl`]eYfmYdoaddZ]_an]flgl`]klY^^Yf\alk [gfl]flkÂoaddZ]eYf\Ylgjq& O`YlY[lg^[geemfa[Ylagfg[[mjkaflàk[Yk]7O`qakalae% hgjlYfll`Yll`]eYfmYdak\akljaZml]\afojalaf_7Akaln]jla[Yd gj`gjargflYd[geemfa[Ylagf7O`qakalfglY\nakYZd]lgh]j% ^gjelàkÂ[geemfa[Ylagfaf^gjeYddq7 Solution2 L`]Y[lg^[geemfa[Ylagfl`Ylg[[mjkakl`]\akljaZmlagfg^l`] hjg[]\mj]keYfmYdYegf_[gehYfqklY^^& T`]eYfmYdemklZ]\]dan]j]\afojalaf_Z][Ymk]l`]\g[m% e]flakafl]f\]\lgZ]h]jeYf]floalàfl`][gehYfq$Yf\ alYdkgklj]kk]kl`]^gjeYdalqg^làkY[lg^[geemfa[Ylagf&Al akYk]lgâfkljm[lagfkl`Yll`]eYfY_]e]flg^l`][gehYfq hYkk]klgalkklY^^$kgfgaee]\aYl]^]]\ZY[cak]ph][l]\& Làk ak Y [d]Yj Y[l g^ afl]jfYd [geemfa[Ylagf& Al ak Ydkg lgh%\gof [geemfa[Ylagf Z][Ymk] l`] hjg[]kk ^dgok ^jge eYfY_]e]fllgl`]klY^^& >afYddq$alakà_`dqj][gee]f\]\l`Yll`]hjg[]\mj]kafl`] [gehYfqYj]ljYfkeall]\afojalaf_&L`]j]Yj]eYfqj]Ykgfk ^gjl`Yl$km[`Yk2l`]aehgjlYf[]$h]jeYf]f[]Yf\j]daYZadalq g^l`]af^gjeYlagfhjgna\]\$Ykfgl]\YZgn]$Yf\l`]f]]\lg Ynga\j]h]Ylaf_l`]e]kkY_]gjYddqY_YafYf\Y_Yaf$oal`l`] \Yf_]jg^ljYfkeallaf_\a^^]j]fl_ma\]daf]kaf]Y[`[Yk]& Activities 1. EYc]Ydaklg^^gjeYdYf\af^gjeYd[geemfa[Ylagfkl`Yl[Yfg[[mjafqgmjk[`ggdgj klm\q[]flj]& 2. <]h]f\af_ gf l`] k[gh] af oà[` [geemfa[Ylagfk Yj] [Yjja]\ gml oalàf l`] [gehYfq$o`Yllqh]kg^[geemfa[Ylagf[Yfg[[mj7 49 3 Communication within the company 2. Internal communication Watch out! Afl]jfYd [geemfa[Ylagf [Yf Ydkg Z][dYkkaâ]\Y[[gj\af_lgalk[gf% l]fl2 Operational communication:al j]^]jklgogjch]j^gjeYf[]& Motivational communication: al hjgegl]k Y k]fk] g^ Z]dgf% _af_lgl`][gehYfqYf\Y_gg\ ogjcaf_Ylegkh`]j]& Internal communicationg[[mjkYegf_e]eZ]jkg^Y[gehYfq& O`]flàk[geemfa[YlagfakkYlak^Y[lgjq$hjg\m[lagfakmkmYddqaf[j]Yk]\Yf\l`][gehYfq jmfk keggl`dq& Lg \g làk$ eYfY_]jk emkl hjgegl] _gg\ j]dYlagfk Yegf_ ]ehdgq]]k$ ]f% [gmjY_af_l]YeogjcYf\[ggh]jYlagfYegf_l`]e$Yf\hjgna\]ljYfkhYj]flaf^gjeYlagfgf l`][`YjY[l]jakla[k$gZb][lan]kYf\]ph][lYlagfkg^l`][gehYfq$kgl`Ylogjc]jkcfgol`]e h]j^][ldq& ;]jlYafdq$aôgjc]jkafl]jfYdar]l`]aeY_]Yf\l`]e]kkY_]l`Yll`][gehYfqoYflklgk]dd$ làkaf^gjeYlagfoaddj]Y[`kg[a]lqafYegj][d]YjYf\[gfkakl]floYq& 9[[gj\af_lgl`]k]fk]g^l`]e]kkY_]l`jgm_`l`][gehYfq$làklqh]g^[geemfa[Ylagf[Yf Z]\ana\]\af2 N]jla[Yd[geemfa[Ylagf Zgllge%mhgjlgh%\gof!& @gjargflYd[geemfa[Ylagf& 2.1. Vertical communication Vertical communicationak]klYZdak`]\Yegf_l`]\a^^]j]fld]n]dkg^l`]à]jYj[`qg^ l`][gehYfq& Af lmjf$ al eYq Z] top-down ^jge lgh lg dgo]j hgkalagfk! gj bottom-up ^jge dgo]j lg lghhgkalagfk!& A. Top-down communication Do you know that...? 9 hYjla[mdYj lggd af lgh%\gof [geemfa[Ylagf ak performance assessment$ oà[` [gfkaklk g^ hjgna\af_]ehdgq]]kYf\kmZgj\a% fYl]k oal` Y ^gje lg Ykk]kk l`] d]n]d g^ imYdalq Yf\ imYflalq af l`] h]j^gjeYf[] g^ l`]aj \mla]k& Alakg^l]f[Yjja]\gmlh]jag\a[Yddq& Top-down communicationakl`]gf]_gaf_^jgel`]\a^^]j]fld]n]dkgêYfY_]e]fl lgl`]gl`]je]eZ]jkg^l`]gj_YfarYlagf^gddgoaf_l`]à]jYj[`q& LàkakmkmYddql`]egklcommonYf\l`]egklaehgjlYfloalàfl`][gehYfq$Yf\l`]j]^gj] alakmkmYddqo]ddgj_Yfar]\& Al [Yf jmf ^jge l`] _]f]jYd eYfY_]j lg Y dgo]j%d]n]d ]ehdgq]]$]al`]j \aj][ldq gj l`jgm_` ea\\d]eYfY_]e]fl& Af_]f]jYd$afdYj_]Yf\e]\ame[gehYfa]k$l`]af^gjeYlagf[ge]kaf[Yk[Y\]l`jgm_èa\\d] eYfY_]e]fl$oà[èYq[Ymk]l`]âfYde]kkY_]lgZ]\aklgjl]\^jgel`]gja_afYd& L`]roleg^lgh%\gof[geemfa[Ylagfaklginform]ehdgq]]kYZgml2 L`]^mf[lagfkYf\gZb][lan]kg^l`][gehYfq& L`]jgd]g^l`]ogjc]jafl`][gehYfqYf\àkgj`]jhgkalagfafal& L`]\]hYjle]fl[à]^Yf\l`]aee]\aYl]kmh]jnakgj$l`Ylak$l`]h]jkgfkl`]q`Yn]lgj]hgjllg& O`Yll`][gehYfq]ph][lkYf\\]kaj]kgâlk]ehdgq]]k& L`]j]kmdlkl`YlYj]gZlYaf]\h]jag\a[Yddq& HdYfkYf\hjgkh][lk& F]okgâfl]j]kllgl`]e]eZ]jkg^l`][gehYfq& K]jna[]kYf\Z]f]âlkg^^]j]\Zql`]gj_YfarYlagflgl`]ogjc]jkl`jgm_`$^gj]pYehd]$l`] afklalmlagfYdY_j]]e]flkeY\]Zql`][gehYfq& 9fqlàf_l`Yl[Yfklj]f_l`]feglanYlagfYf\k]fk]g^]kl]]eYf\Z]dgf_af_lgl`][gehYfq& Lgh%\gof [geemfa[Ylagfk lYc] l`] ^gje g^ gj\]jk$ hjg_jYek$ lYkck$ j][gee]f\Ylagfk$ j]hgjlk$]l[&$ljYfkeall]\Zqà]jYj[à[Ydkmh]jagjklg]ehdgq]]ko`g\]h]f\gfl`]e& 50 Communication within the company Làklqh]g^[geemfa[YlagfeYqZ]\]n]dgh]\ZglàforalYf\written^gje&L`]gjYd^gjeak ^Ykl]jYf\egj]Y_ad]$Zmlal`Ykl`]hjgZd]eg^mfj]daYZadalqYf\l]f\]f[qlg\aklgjlagf$oà[` [Yfd]Y\lgeakmf\]jklYf\af_k& @go]n]j$aâlakh]j^gje]\afojall]f^gje$l`]j]oaddZ]]na\]f[]gô`YloYkkYa\l`jgm_` dYZgmjj]_mdYlagfk$j]hgjlk$Zmdd]lafZgYj\k$d]ll]jk$Zjg[`mj]k$f]okd]ll]jk$]ehdgq]]`Yf\% Zggck$]l[&$Yf\l`]j]^gj]$\aklgjlagfkoaddZ]Ynga\]\& >afYddq$ lg Yddgo l`] af[gjhgjYlagf aflg l`] [gehYfq$ kge] g^ l`]e hjgna\] f]o ]ehdgq]]koalò]d[ge]eYfmYdkgjYhhgaflkge]gf]lgZ]kh][aâ[Yddqj]khgfkaZd]^gjaf% ^gjeaf_l`]eYZgmlYddYkh][lkg^l`][gehYfq$k]jnaf_YkYj]^]j]f[]^gjYfqim]klagfkgj [gf[]jfk& B. Bottom-up communication 3 Do you know that...? 9bypassg[[mjko`]fYlgheYfY% _]j hYkk]k kge]Zg\q gn]j af l`] [`Yafg^[geeYf\lg[geemfa[Y% l]Yfgj\]j$gjo`]fYkmZgj\afYl] \g]kl`]kYe]lgeYc]YhjghgkYd gjlg]phj]kkYhjgl]kl& L`] ZqhYkk [Ymk]k \aklj]kk lg l`] h]jkgfl`Yl`YkZ]]fhYkk]\gn]j$ o`goaddljqlgYkk]jlalkhgkalagf gj klYlmk Zq klj]f_l`]faf_ l`] aehgjlYf[]gâlkhgkalagf& Bottom-up communication ak$ Yk alk fYe] km__]klk$ l`] gf] l`Yl ^dgok ^jge l`] Zgllgelgl`]lghhgkalagfkafl`]gj_YfarYlagfYd[`Yjl& AlklYjlkafdgo]jà]jYj[à[Ydd]n]dkYf\alklYj_]lakYà_`]jkl]h& Al[YfZ]mk]\lgj]hgjll`]j]kmdlk$l`]klYlmkg^jmffaf_lYkck$[gehdYaflk$hjgZd]ek$a\]Yk$ hjghgkYdk$]l[&$Yko]ddYklgYfko]jlgh%\gof[geemfa[Ylagf ^]]\ZY[c!&>gjlàkhmjhgk]$ l`]j]Yj]km__]klagfZgp]k$j]_mdYje]]laf_koal`]ehdgq]]k$kmjn]qk$af^gjeYdafl]jna]ok$ hgddk$Yf\kggf& Mf\gmZl]\dq$l`]hgkkaZadalqlg[geemfa[Yl]oal`kmh]jagjkencouragesparticipationYf\ aehjgn]kl`]ogjcYlegkh`]j]$l`]ljmklafd]Y\]jkàh$l`]k]fk]g^Z]dgf_af_lgl`][ge% hYfq$Yf\$l`]j]^gj]$l`]eglanYlagflgogjc& 9dl`gm_àlakd]kk[geegfl`Yflgh%\gof[geemfa[YlagfYf\akmkmYddqf]_d][l]\$egj]Yf\ egj][gehYfa]kYj]_Yafaf_YoYj]f]kkgâlkaehgjlYf[]Yf\ka_faâ[Yf[]&Kgem[`kg$l`Yl ^gjl`]gj_YfarYlagflg^mf[lagfhjgh]jdq$alakf][]kkYjql`Yl[geemfa[Ylagf^dgok^j]]dqaf Zgl`\aj][lagfk2Zgllge%mhYf\lgh%\gof& O`]f[geemfa[Ylagfakgfdqlgh%\gof$hjgZd]ekoaddkggfYjak]$Z][Ymk]eYfY_]jk\gfgl `Yn]af^gjeYlagfgf`gol`]ajgj\]jkYj]j][]an]\Yf\afl]jhj]l]\Yf\$gfl`]gl`]j`Yf\$ kmZgj\afYl]k\gfgl`Yn]l`]ghhgjlmfalqlg]phj]kkl`]ajna]okYf\eYc]km__]klagfkgfl`] hjgh]jh]j^gjeYf[]g^l`]ajogjc& Case study 3. Senses of vertical communication AfYe]]laf_Yll`][gehYfqH]jêYl]$K&D&$l`]eYjc]laf_eYfY_]jaf^gjekàkl]Ye l`Yll`]dYmf[`g^l`]dYl]klh]j^me]akfglj]Y[àf_l`]]ph][l]\kYd]k& Aflmjf$gf]g^l`]]ehdgq]]kkm__]klkl`Ylk]f\af_^j]]kYehd]kg^l`Ylh]j^me]Zq hgklYdeYadogmd\Z]Y_gg\oYqlg]f[gmjY_]l`]hghmdYlagflgl]kll`]hjg\m[lYf\$ l`]j]^gj]$lgZmqal& O`Ylk]fk]kg^n]jla[Yd[geemfa[Ylagf`Yn]Z]]fmk]\Yllàke]]laf_7 Solution: :gllge%mhYf\lgh%\gof[geemfa[Ylagf& Top-down communication: l`]eYjc]laf_eYfY_]jaf^gjekàkgj`]jl]Yel`Yll`] f]oh]j^me]kYd]kYj]fglYk]ph][l]\& Bottom-up communication:alakh]j^gje]\Zql`]]ehdgq]]o`gkm__]klkk]f\af_ ^j]]kYehd]kg^l`]h]j^me]ZqhgklYdeYadlg]f[gmjY_]l`]hghmdYlagflgl]kll`] hjg\m[lYf\lgZmqaldYl]j& Spanish assistant K]_mjg im] qY l] `Yk ]f[gfljY% \g ]f ]kl] daZjg [gf ]d n]jZg to perform q [gf kmk \]janY\gk$ qY im] kgf emq [gemf]k ]f af_dk& 9\]ek \] km ka_faâ[Y\g hjaf% [ahYd$ im] ]k Êj]YdarYjË g Êdd]nYj Y [YZgË$ lYeZaf hm]\] ka_faâ[Yj Êj]f\ajË]f]dljYZYbggÊ\]k]eh]% YjË mfY lYj]Y3 ]f ]klY df]Y$ dYk ]ehj]kYk km]d]f dd]nYj Y [YZg dY performance assessment, im] ]k dY ]nYdmY[af \]d j]f\aea]flg \] mf]ehd]Y\g& 51 3 Communication within the company 2.2. Horizontal communication Horizontal communication ak \]n]dgh]\ Zq h]jkgfk oal` l`] kYe] hjg^]kkagfYd [Y% l]_gjq$ l`Yl ak lg kYq$ al ak k]lld]\ Yegf_ e]eZ]jk g^ \]hYjle]flk gj k][lagfk g^ Y [gehYfqZ]dgf_af_lgl`]kYe]à]jYj[à[Ydd]n]d& Alakn]jqaehgjlYfl$o`]fcoordinationYegf_]ehdgq]]kakj]imaj]\$lg\]n]dghY[geegf lYkcYf\alak]kk]flaYd^gjl`]^mf[lagfaf_g^l`][gehYfq&Aflmjf$alakn]jqmk]^mdlgklj]f_l`]f l`]khajalg^[ggh]jYlagfYegf_ogjc]jkYf\lghj]n]flhgl]flaYd[geh]lalagfl`YleYq]pakl Yegf_l`]e& LgZ]]^^][lan]$alakj]imaj]\lg[j]Yl]YfYlegkh`]j]l`YlYddgok[geemfa[YlagfafYf]imYd ]fnajgfe]fl$oal`gml^Yngmjgjhj]^]j]f[]^gjkge]\]hYjle]flkgjogjcl]Yekgn]jgl`]jk& Làkakl`]lqh]g^[geemfa[Ylagfo`]j]informal communicationakegj]dac]dqlgYjak]& 2.3. Diagonal communication AfY\\alagflgl`]lqh]kg^[geemfa[Ylagf\ak[mkk]\kg^Yj$l`]j]akYfgl`]jcaf\gâfl]jfYd [geemfa[Ylagf$diagonal communication$oà[``Yhh]fkYegf_h]ghd]o`gg[[mhq\a^^]j% ]fld]n]dkafl`]gj_YfarYlagf$Zml\gfglj]hgjllg]Y[`gl`]j&9_gg\]pYehd]ogmd\Z]l`] [geemfa[Ylagfk]lld]\Z]lo]]fl`]`]Y\g^l`]hmj[`Ykaf_\]hYjle]flYf\Yf]ehdgq]]g^ l`]Y[[gmflaf_\]hYjle]fl& L`]^gddgoaf_\aY_jYek`gokl`]^dgog^l`]afl]jfYd[geemfa[Ylagflqh]kklm\a]\kg^Yj& Lgh%\gof :gllge%mh @gjargflYd <aY_gfYd Scheme 3.1. <a^^]j]fl^dgokgâfl]jfYd[geemfa[Ylagf& Activities 3. O`Yllqh]g^[geemfa[Ylagfg[[mjkaf]Y[`g^l`]^gddgoaf_[Yk]k7 a) L`]kYd]keYfY_]jaf^gjekYkmZgj\afYl]YZgmll`]j]eYafaf_lYkck^gjl`]\Yq& b) L`]Y[[gmflaf_`]Y\\ak[mkk]kl`]Y[[gmflYf[qklYlmkoal`l`]hmj[`Ykaf_eYfY% _]j& c) L`]e]eZ]jkg^l`]kYd]kl]Ye\ak[mkkl`]^gglZYdd_Ye]g^l`]fa_`lZ]^gj]oàd] `Ynaf_Zj]Yc^Ykl& d) 9hjg\m[lagf]ehdgq]]eYc]kYkm__]klagflgàkZgkk& e) 9f]o]ehdgq]]bgafkl`][gehYfqYf\j][]an]kYo]d[ge]eYfmYd& f) =ehdgq]]kg^l`]kYd]k\]hYjle]fl\]dan]j]\Yj]hgjllgl`]ajZgkkYZgmll`]hj]% nagmkegfl`ÍkkYd]k& g) L`]eYjc]laf_eYfY_]j_an]kl`]]ph]fk]Zaddkg^l`]dYkl[YehYa_flgYfY[[gmflYfl& 52 Communication within the company 3 2.4. Working meetings Ogjcaf_ e]]laf_k Yj] key means g^ [geemfa[Ylagf af Y [gehYfq$ Zgl` n]jla[Yddq Yf\ `gjargflYddq$ Yk l`]q [gfklalml] l`] egkl [geegf [`Yff]d ^gj [gehYfa]k lg j]Y[` Y_j]]% e]flk$\]n]dghhjgb][lkgjeYc]\][akagfk& HjgZYZdq$l`]à_`]jgmjhgkalagfakafl`]hqjYea\g^l`]à]jYj[à[Ydgj_YfarYlagfYd[`Yjl$l`] egj]e]]laf_ko]emklYll]f\& @go]n]j$kge]lae]kl`]j]akYfgn]jdgY\gê]]laf_kgjl`]]paklaf_gf]kYj]mff][]kkYjadq dgf_$Zmla^l`]qYj]hjgh]jl`]qZ][ge]f][]kkYjqYf\[gfn]fa]fl&L`]j]^gj]$o]oaddljqlg Z]n]jq[Yj]^mdoal`l`]]f\d]kk\ak[mkkagfkl`Yld]Y\fgo`]j]Yf\oal`l`]e]]laf_kl`YlYj] fglY\Yhl]\lgj]Ydf]]\kgjl`Yl\gfgl`Yn]Y[d]Yj_gYd& =n]jqe]]laf_aehda]kYà_`[gklaflae]Yf\egf]q$Yf\làkakl`]j]Ykgfo`qo]emkl [gfka\]jo`]l`]jalakj]Yddqf][]kkYjqgjfgl&9e]]laf_oal`gmlY[d]Yjbmklaâ[YlagfakYdoYqk ogjk]l`Yfl`]dY[cg^Ye]]laf_& >gje]]laf_klgZ]hjgh]jdq[gf\m[l]\$l`]qemkle]]lYfmeZ]jg^features2 Fig. 3.1. Alak[gfn]fa]fllglYc]fgl] g^l`]hgaflk\ak[mkk]\Yll`]e]]laf_ Yf\l`]\][akagfkl`Yl`Yn]Z]]f eY\]$Yf\$Y^l]joYj\k$o]emklk]f\ l`]eafml]klg]n]jqlghYjla[ahYfl& L`]qemkl`Yn]Ykh][aâ[Yf\[d]Yjdq\]âf]\gZb][lan]& L`]eg\]jYlgjgj[ggj\afYlgjg^l`]e]]laf_emklZ]YZd]lg\gkg& HYjla[ahYflkemklZ]afl]j]kl]\afl`]kmZb][lg^l`]e]]laf_& L`]fmeZ]jg^hYjla[ahYflkk`gmd\Z]Y\]imYl]& L`]e]]laf_k`gmd\Z][Ydd]\YlYfYhhjghjaYl]lae]Yf\k`gmd\fgllYc]lggdgf_& L`]hdY[]o`]j]l`]e]]laf_ak`]d\emkle]]ll`]YhhjghjaYl]klYf\Yj\kg^[ge^gjl$]Yk] g^Y[[]kk$nakaZadalq$Y[gmkla[k$Yf\kggf& 9ddj]imaj]\\g[me]flYlagfemklZ]hj]hYj]\afY\nYf[]& Al emkl hjgegl] Y hgkalan] Yllalm\]3 [gf^jgflYlagf$ [j]Ylagf g^ kmZ_jgmhk$ afl]jjmhlagfk$ Yf\[gfl]ehl^gjl`]ghafagfkg^gl`]jkemklZ]Ynga\]\& AfhjY[la[]$l`]j]Yj]eYfqlqh]kgê]]laf_k&Afl`]lYZd]Z]dgoo]oadd]klYZdak`Y[dYkkaâ% [Ylagfg^l`]eY[[gj\af_lgl`]_gYdl`]qafl]f\2 Types of meeting Routine Goals 9dkg[Ydd]\j]_mdYjgjh]jag\a[& L`]k]Yj]`]d\lgeYfY_]l`]\Yq%lg%\YqZmkaf]kk& 9dkg[Ydd]\in extremis& Extraordinary L`]k]Yj]mj_]fle]]laf_kl`Ylo]j]fglk[`]\md]\$^gj]pYehd]$ lg\]Ydoal`Y[jakakkalmYlagf& Informative L`]k]Yj]mk]\lgljYfkealaf^gjeYlagf2lgeYc]YfY_j]]e]fl$ \]fqYjmegmj$]phdYafYhdYfgjhjg_jYe$Yffgmf[]Y[`Yf_]$ j]hgjll`]fmeZ]jkYf\j]kmdlkg^l`][gehYfq$Yf\kggf& Negotiation L`]ajhmjhgk]aklgeYc]\][akagfk$km__]kl$\ak[mkkYf\Y_j]]gf _gYdk$kgdn]YhjgZd]e$Y_j]]gfj]khgfkaZadala]k$k]lld]gjeg\a^q Y[lagfhgda[a]k$Zm\_]lkYf\kggf& Advisory L`]k]Yj]Yae]\Ylcfgoaf_l`]ghafagfg^l`]_jgmhgfYlgha[$ hjgb][lgjYdl]jfYlan]& Table 3.2. Lqh]kgê]]laf_kYf\_gYdk& Do you know that...? 9l []jlYaf lqh]k g^ [gehYfa]k ]kh][aYddq l`] [j]Ylan] gf]k!$ Y [geegf hjY[la[] ak lg eap ogjc oal` Zj]Yc^Ykl e]]laf_k3 l`Yl ak lg kYq$ âjkl làf_ af l`] egjfaf_$ oal`kge][g^^]]Yf\afYfaf^gj% eYd oYq$ lgha[k g^ l`] \Yq Yj] \ak[mkk]\Yf\a\]YkYj]hjgna\]\& O`Yl]n]j l`] fYlmj] g^ l`] e]]% laf_ ak$ al oadd YdoYqk `Yn] Y ^mf% \Ye]flYd hmjhgk]2 lg _]f]jYl] hjg\m[lan][geemfa[Ylagf& 53 3 Communication within the company Watch out! 9e]]laf_j]imaj]kteamwork$mf% \]jYk`Yj]\j]khgfkaZadalq& <][akagf%eYcaf_ oadd Z] egj] af% ^gje]\Z][Ymk]l`]l]Yehjgna\]k egj]af^gjeYlagfYf\k`Yj]k]ph]% ja]f[]kYf\cfgod]\_]& O`]f ogjcaf_ Yk Y l]Ye$ al ak Y\nakYZd]lg`Yn]Ylimited number of participants$oal`YeYpa% emeg^YZgmllo]dn]h]ghd]&9fq e]]laf_l`Yl]p[]]\klàkfmeZ]j oadd `Yn] \a^â[mdla]k j]Y[àf_ Yf Y_j]]e]fl$ Yegf_ gl`]j làf_k$ Z][Ymk] kmZ_jgmhk mkmYddq [ge] mh& Al ak [gfka\]j]\ l`Yl l`] a\]Yd fmeZ]j jYf_]k ^jge kap lg faf] h]ghd]& AfhjY[la[]$l`]lqh]kgê]]laf_kdakl]\afLYZd]+&*\gfglg[[mjafhmj]^gje3l`]qYj]mkm% Yddqeap]\Yf\$l`]j]^gj]$k]n]jYdlqh]k[gf[mjafl`]kYe]e]]laf_&Kge]hgkkaZadala]kYj] jgmlaf]%af^gjeYlan]$]pljYgj\afYjq%f]_glaYlagf$Y\nakgjq%f]_glaYlagf$Yf\kggf& 9ll`]lae]g^\]n]dghaf_$Yfqe]]laf_emkl`Yn]l`j]]stages2hj]hYjYlagf$\]n]dghe]fl Yf\[dgkmj]& Preparation of the meeting Làkakl`]klY_]o`]j]l`] success or failureg^l`]e]]laf_akk]l$Z][Ymk]aloadd\]l]j% eaf]eYfq]d]e]flkl`Yloadd`Yn]Y\][akan]af^dm]f[]gfal&L`]k]]d]e]flkYj]2 L`]gj\]jg^l`]\Yq$l`]_ma\]g^l`]akkm]kl`YloaddZ]\ak[mkk]\Yll`]e]]laf_$Yf\ Ydkgl`]\Yl]$lae]Yf\n]fm]g^l`]e]]laf_& H]ghd]Yll]f\af_l`]e]]laf_& AlakYdkgj][gee]f\]\l`Yll`][gfn]f]jhj]hYj]kYk`gjlafljg\m[lagflglYdcYZgml l`]_gYdkYf\hjg[]\mj]klgZ][Yjja]\gmlYll`]e]]laf_& Development of the meeting 9dde]]laf_k_gl`jgm_`\a^^]j]flstagesafalk\]n]dghe]fll`YleYqnYjq^jgegf] e]]laf_lgYfgl`]j$Ydl`gm_àlakYdoYqkY\nakYZd]lg^gddgolàkhjg[]\mj]2 Presentation of the topic2l`][ggj\afYlgjg^l`]e]]laf_afljg\m[]kl`]akkm]gj hjgZd]elgZ]\ak[mkk]\&Lg\glàk$alakj][gee]f\YZd]lg[j]Yl]Yhd]YkYflYlegk% h`]j]l`Yl]f[gmjY_]khYjla[ahYflklghYjla[ahYl]oal`l`]aja\]YkYf\[gddYZgjYl]gf âf\af_Ykgdmlagf& Analysis and discussion2 Yl làk klY_]$ l`] hjgZd]e ak YfYdqk]\ Yf\ \ak[mkkagf ak ]f[gmjY_]\&9llàkhgafl$l`]kcaddkg^l`]h]jkgfjmffaf_l`]e]]laf_oaddZ]n]jqae% hgjlYfl2alemklZ]Y_gg\[geemfa[Ylgj$[YhYZd]g^\aj][laf_l`]\ak[mkkagflgoYj\k l`]gZb][lan]kYf\kmeeYjaraf_l`]egklka_faâ[Yflhgaflk$Z]Ylgd]jYflh]jkgfYf\ Z]YkaehYjlaYdYkhgkkaZd]$]l[& Decision-making:làkakl`]klY_]o`]j]YkgdmlagfemklZ]j]Y[`]\$]al`]jZq[gf% k]fkmk$mfYfaealq$eYbgjalqgjo`Yl]n]j]klYZdak`]\hjg[]\mj]& Closure of the meeting Gf[]l`]\][akagfaklYc]f$YhdYfg^Y[lagflgZ]aehd]e]fl]\emklZ]k]lld]\& Activities 4. O`Ylcaf\gê]]laf_ogmd\qgmj][gee]f\^gj]Y[`g^ l`]^gddgoaf_[Yk]k7 a) L`]hjg\m[lanalqd]n]dg^Yl]YeakfglYk]ph][l]\&L`] j]Ykgf^gjdgohjg\m[lanalqemklZ]^gmf\gml& b) 9f]ehdgq]]g^l`]ogjcl]Ye`YkZ]]fâj]\Z][Ymk] g^ àk lYj\af]kk Yf\ àk j]h]Yl]\ Yf\ mfbmklaâ]\ YZ% k]f[]k& 54 e) L`] eYfY_]e]fl g^ l`] [gehYfq ak [gfka\]jaf_ l`] hgkkaZadalqg^[`Yf_af_l`]laeaf_g^[mklge]jk]jna[]$ Zmll`]qoYfllg`Yn]l`]ghafagfgâlk]ehdgq]]kâjkl& f) L`]j]akYf]d][lja[hgo]j^Yadmj]Yf\l`]af^gjeYlagf [gflYaf]\gfl`][gehml]jkg^l`][gehYfq`YkZ]]f hYjlaYddqdgkl3alakf][]kkYjqlgâf\Yfmj_]flkgdmlagf lgl`]hjgZd]e& c) KYd]ko]j]dgo]jl`Yf]ph][l]\Yf\l`mk$af[ge]oYk Ydkg\][j]Yk]\&L`]hgkkaZd][Ymk]kg^l`]hjgZd]eemkl Z]YfYdqk]\& 5. J]Y\Yf\\ak[mkkoal`qgmj[dYkkeYl]kl`]Yjla[d]";eg gj_YfarYjj]mfagf]khjg\m[lanYkqj]flYZd]k"$hmZdak`]\af l`]eY_Yraf]Emprendedores.Qgm[Yfâf\alYllàko]Z dafc2 d) O`]f[gf\m[laf_YeYjc]lkmjn]qYZgmlgmjf]o^jY% _jYf[]$aloYk^gmf\l`Yll`]Zglld]aklgg`]Ynq$Yf\ l`]j]^gj]$l`]hY[cY_af_emklZ][`Yf_]\& http://www.emprendedores.es/hemeroteca/2008/124_ enero/124_como_organizar_reuniones_productivas_y_ rentables Communication within the company 3 3. External communication Vocabulary External communicationakl`]gf]l`Yll`][gehYfq`Ykoal`l`]gmlka\]&L`jgm_` làk[geemfa[Ylagf$l`][gehYfqakdafc]\lgl`]]fnajgfe]fl& General public. ?jgmh g^ af\ana% \mYdkl`Yl_]lgjeYq_]laflgm[` oal`Yfgj_YfarYlagf& Làk [geemfa[Ylagf ak `]d\ oal` l`] _]f]jYd hmZda[$ [mklge]jk$ kmhhda]jk$ [j]\algjk$ gl`]j afklalmlagfk$Yf\kggf& 3.1. Types of external communication according to the content of the message <]h]f\af_gfl`][gfl]flg^l`]e]kkY_]$o][YfeYc]l`]^gddgoaf_[dYkkaâ[Ylagfg^l`] ]paklaf_lqh]kg^]pl]jfYd[geemfa[Ylagf2 1. Commercial2al`YkYfaehY[lgfl`]ZjYf\gjgfl`]hjg\m[lgjk]jna[]& A^ al Y^^][lk l`] [geemfa[Ylagf g^ l`] hjg\m[l$ al oadd hjgna\] gZb][lan] af^gjeYlagf YZgmlal&>gj]pYehd]2")((edZglld]"& A^Y^^][lkl`][geemfa[Ylagfg^l`]ZjYf\$aloaddljYfkealkqeZgda[nYdm]k$^gj]pYehd]$ ljY\alagf$ljmkl$]l[&$gjnYdm]kg ^l`]ZjYf\h]jkgfYdalq$^gj]pYehd]$bgq$\qfYeake$Yf\ kggf& 2. Corporate2alak^g[mk]\gfj]hgjlaf_YZgmll`]imYdala]kg^l`]gj_YfarYlagf&>gj]pYehd]2 ljY\alagfYdafalkkljm[lmj]& 3. Business2alakZYk]\gfgZb][lan][gjhgjYl]a\]flalq&>gj]pYehd]$^Y[adala]k$fmeZ]jg^]e% hdgq]]k$YoYj\k$]l[& 4. Institutional2alakZYk]\gfkmZb][lan][gjhgjYl]a\]flalq&>gj]pYehd]2^ja]f\dq$fa[]$Yf\ kggf& O`]f \]n]dghaf_ alk [geemfa[Ylagf Y[lanalq$ l`] gj_YfarYlagf a\]flaâ]k \a^^]j]fl publics lg[geemfa[Yl]$lYcaf_aflgY[[gmfll`]]fnajgfe]flafoà[àlakafk]jl]\&L`]gj_YfarY% lagfoadd^g[mkalk[geemfa[YlagfY[lanalqgfYkh][aâ[hmZda[\]h]f\af_gfl`]e]kkY_]al oYflk lg akkm] gj l`] aehgjlYf[] al `Yk ^gj l`] gj_YfarYlagf Yl kge] hgafl& >gj ]pYehd]$ aâloYflklgaf[j]Yk]kYd]k$aloadd^g[mkgf[mklge]jk$Yf\aâlakdggcaf_^gj^mf\af_$aloadd ^g[mkgfâfYf[aYdafklalmlagfk& 3.2. Types of public in external communication L`]basic classificationg^l`]lqh]kg^]pl]jfYdhmZda[l`YlYfgj_YfarYlagfeYq`Yn]akYk ^gddgok2 1. General public. L`]gj_YfarYlagf[geemfa[Yl]koal`l`]_]f]jYdhmZda[lg_]f]jYl]Yhg% kalan]aeY_]gâlk]d^& 2. Commercial public2 – ;mklge]jk2l`]qYj]YhjagjalqhmZda[$kaf[]l`]km[[]kkg^Yfgj_YfarYlagf\]h]f\kgf l`]ajkYlak^Y[lagf& – Kmhhda]jkYf\\akljaZmlgjk2[geemfa[Ylagfoal`l`]eemklZ]Yk^dm]flYf\[d]YjYkhgk% kaZd]$Yklàkoadd]f[gmjY_]ljmklj]dYlagfkàhkafgj\]jlggZlYafY[gflafm]\[ggh]jYlagf& 3. Public administration&;geemfa[Ylaf_j]_mdYjdqoal`hmZda[Y\eafakljYlagfk]f[gmjY_]kYf mf\]jklYf\af_Ylegkh`]j]Z]^gj]l`]hgkkaZd][j]Ylagfg^hgda[a]kgjd]_akdYlagfY^^][laf_ l`]k][lgj& 4. Media. <m]lgl`]ajjgd]YkghafagfeYc]jkYf\kh]Yc]jk$alakaehgjlYfllgeYaflYaf_gg\ j]dYlagfk oal` l`]e& L`] af^gjeYlagf l`]q hjgna\] oadd `]dh l`] gj_YfarYlagf Zmad\ alk aeY_]& Important Target public L`] lYj_]l hmZda[ ak l`] _jgmh g^ af\ana\mYdk oal` [geegf [`YjY[% l]jakla[k l`Yl oadd Z] j][aha]flk g^ gmje]kkY_]& L`] kljYl]_a]k lg a\]fla^q Yf\ _jgmh af\ana\mYdk Zq [geegf [`YjY[l]jakla[kYj][Ydd]\segmentation strategies. Traditional segmentation criteria: Geographic2Zql`]Yj]Yafoà[` l`]q dan]& >gj ]pYehd]$ KhYfak`$ =mjgh]Yfgj9kaYf& Socioeconomic2 Zq l`] gZb][% lan] ^]Ylmj]k g^ l`] af\ana\mYd2 Y_]$]\m[Ylagfd]n]d$YffmYdaf[g% e]$Yf\kggf& Psychological2Zqalkh]jkgfYdalq& >gj]pYehd]$aehmdkan]$afljgn]j% l]\$hjg_j]kkan]$Yf\kggf& By the behaviour as consumer/ receiver: ^gj ]pYehd]$ eglanY% lagfk$[gf[]jfkgjf]]\k& 55 3 Communication within the company Watch out! Receiving visits Al ak Yf ]pl]jfYd [geemfa[Ylagf Y[lagf& Af Zmkaf]kk al ak mkmYd lg j][]an] nakalk g^ [gdd]Y_m]k$ km% hhda]jk$[mklge]jk$hYjlf]jk$afn]k% lgjk&&& Yf\ l`] aeY_] o] g^^]j ak n]jq aehgjlYfl3 làk ak l`] j]Ykgf o`q]n]jqgf]afngdn]\afl`]nakal hjg[]kk k`gmd\ ^gddgo l`] kYe] jmd]kg^[gmjl]kq& Reception2 l`] [gehYfq emkl `Yn] Y jgge o`]j] h]ghd] [Yf oYal[ge^gjlYZdq&AlakaehgjlYfl lg k[`]\md] nakalk Yf\ lg Ynga\ l`Yl$^gj]pYehd]$log[geh]la% lgjke]]lYlgmjg^â[]k& Identification2 a^ l`] nakalgj ak mfcfgof lg l`] [gehYfq$ l`] h]jkgfo`go]d[ge]kàegj`]j emkl afljg\m[] àe gj `]jk]d^ Z]^gj]`Yf\&L`]f`]gjk`]oadd ]phdYaf l`] hjg[]\mj] \mjaf_ l`]nakal& Management2l`]nakalemklZ] hdYff]\afY\nYf[]$kgl`Ylgmj _m]kl \g]kfÍl oYkl] lae]& O] emkl lYc] à]jYj[`q aflg Y[[g% mfl kg$ l`Yl$ ^gj ]pYehd]$ l`] [gee]j[aYdeYfY_]jg^Yâjeak fglo]d[ge]\ZqY\]hYjle]fl YkkaklYfl$ZmlZqkge]gf]g^l`] kYe]à]jYj[à[Ydhgkalagf& Farewell2l`]kYe]h]jkgfo`g `Yk k]jn]\ l`jgm_`gml l`] nakal emkllYc]l`]_m]kllgl`]]pal& 5. Financial institutions. O`]l`]j l`]q Yj] ZYfck gj gl`]j ]flala]k$ l`] aeY_] g^ âfYf[aYd klj]f_l`gjo]Ycf]kkg^l`]gj_YfarYlagf\]h]f\kgfl`]_gg\j]dYlagfkàhl`Ylak`Ykoal` l`]k]]flala]k& 6. Community publics. L`]j] Yj] eYfq [geemfalq hmZda[k$ km[` Yk f]a_`Zgmj`gg\ Ykkg% [aYlagfk$F?Gk$hYj]flkÍYkkg[aYlagfk$gfdaf][geemfala]kYf\kggf&L`]q`]dhZmad\l`] aeY_]g^l`]gj_YfarYlagf& L`]gj_YfarYlagf]klYZdak`]koa[àhmZda[aloYflklg[geemfa[Yl]oal`$o`]fYf\Ydkgo`Yl akl`]hmjhgk]g^làk[geemfa[Ylagf& Gf[] al `Yk \][a\]\ làk$ al emkl âf\ l`] egkl YhhjghjaYl] [`Yff]dk Yf\ kljYl]_a]k ^gj [geemfa[YlagfYf\$l`mk$^gjY[à]naf_alk_gYdk& Fgo$o]oaddklm\qlogoYqkl`Yll`][gehYfq`Yklg[geemfa[Yl]oal`l`]]pl]jfYdhmZda[2 public relationsYf\advertising& 3.3. Public relations (PR) Public relations Yj] l`] k]l g^ \]daZ]jYl] Yf\ hdYff]\ Y[lagfk l`Yl l`] gj_YfarYlagf h]j^gjeklgc]]hjYhhgjloalàlkhmZda[$Yko]ddYkYhgkalan][gjhgjYl]aeY_]& A. Characteristics of PR O`]faehd]e]flaf_hmZda[j]dYlagfk$l`]qemkl2 Be proactive.Gf]g^l`]ajeYafeakkagfkaklg\]l][llj]f\kg^hmZda[ghafagfYf\Yfla[ahYl] im]klagfkgj[gee]flk&L`mk$l`]gj_YfarYlagfYkkme]kYjgd]YkYkgmj[]gâf^gjeYlagf& Act individually.9ko]`Yn]k]]f$l`]qemkla\]fla^qlYj_]lhmZda[Yf\lYadgj]Y[`Y[lagf af\ana\mYddq& Be consistent&L`]Y[lagfk[YffglZ][gfljY\a[lgjq& Promote a positive and credible imageg^l`]gj_YfarYlagf& >gddgoYhdYff]\hjg[]kk& B. The process of PR Aô]oYfll`]HJY[lagfkl`Ylo]\]n]dghlgZ]Ykm[[]kkYf\Y[à]n]l`]\]kaj]\_gYdk$o] emkl^gddgo[]jlYafkl]hk$oà[èYc]mhl`]HmZda[J]dYlagfkHdYf2 1. Research.L`gk]af[`Yj_]g^\]n]dghaf_l`]HJhdYfemkl2 Important Differences between advertising and public relations Af l`] advertising message, l`] gj_YfarYlagf\][a\]ko`YlaloYflk lgk`goYf\`goaloadd\gal&L`]f alhYqk^gjYkhY[] ZaddZgYj\$o]Z% kal]$]l[&!o`]j]aloaddZ]k`goflg l`]hmZda[& Af public relations, l`] gj_Yfa% rYlagf [gf\m[lk Y[lagfk$ Zml al [YffgllglYddq[gfljgda^l`]e]\aY oadd hmZdak` l`] af^gjeYlagf$ a^ o`Yl o] oYfl oadd Z] hmZdak`]\$ `go em[` khY[] oadd Z] \]ng% l]\lgmk&&&kaf[]l`]gj_YfarYlagf \g]kfÍlhYq^gjl`Yl& 56 <]n]dghYl`gjgm_`mf\]jklYf\af_g^l`][gjhgjYl]a\]flalqg^l`]gj_YfarYlagf& >af\l`]o]Ycf]kk]kYf\hjgZd]eYla[akkm]kg^l`]gj_YfarYlagf$l`YlaklgkYq$l`gk]Yk% h][lkl`YleYq[Ymk]j]b][lagfafl`]hmZda[&>gj]pYehd]$`Ynaf_km^^]j]\ogjcY[[a\]flk oalàfl`][gehYfqgjfgl`Ynaf_[gddYZgjYl]\afl`]dYklZdgg\\gfYlagf[YehYa_fk& <]âf]o`Yll`]lYj_]lYm\a]f[]oaddZ]&>gj]pYehd]$`]Ydl`hjg^]kkagfYdkg^l`]9mlg% fgegmk;geemfalqg^;YkladdYqD]f& 2. Planning. @]j]$ o] emkl k]l l`] _]f]jYd _ma\]daf]k gf oà[` Y[lagfk oadd Z] _jgmf\]\$ kh][aâ[Yddq2 L`]_gYdko]oYfllgY[à]n]& L`][mjj]flkalmYlagfl`Yl`]dhkgjhj]n]flkmk^jgej]Y[àf_gmj_gYd& GmjlYj_]lhmZda[Yf\o`Ylo]oYfllgY[à]n]^jge]Y[`gf]g^l`]e& L`]Y[lagfkl`YlZ]klkmal]Y[`hmZda[&L`]e]Yfko]`Yn]Yf\oà[`gf]ko]oaddmk]lg aehd]e]fll`gk]Y[lagfk& L`]\mjYlagfg^gmjY[lagfkYf\l`]_]g_jYhà[Yj]Yl`Yll`]qoadd[gn]j& L`]`meYfYf\âfYf[aYdj]kgmj[]kl`Ylo]oaddafn]kl& Communication within the company 3. Implementation of the plan. L`]akkm]kl`Yl`Yn]Z]]f\][a\]\afl`]hdYffaf_klY_]Yj] h]j^gje]\gZk]jnaf_l`]k]lld]\laeaf_Yf\[gfljgddaf_]ph]fk]k$kgl`Ylo]\gfÍl]p[]]\ l`]Zm\_]l& 4. Assessment of the results. Làkkl]hakg^l]f^gj_gll]fafkge]hdYffaf_$]n]fl`gm_àl akYkaehgjlYflYkl`]gl`]jk$kaf[]alYddgokmklga\]fla^qo`]l`]jo]`Yn]Y[à]n]\gmj gZb][lan]k&>gj]pYehd]$a^l`]ljmklafgmjgj_YfarYlagf`Yk_jgof& C. Communication actions of PR 9kfgl]\YZgn]$[geemfa[Ylan]Y[lagfkk`gmd\Z]k]lY[[gj\af_lghmZda[kl`Yl`Yn]Z]]f \]âf]\YklYj_]lkafl`]HJhdYf& Lg\Yq$l`]Y[lagfkl`YleYqZ]\]n]dgh]\Yj]af[j]Ykaf_dqnYja]\Yf\l`]hmZda[Yhhj][aYl]k gja_afYdalqafl`]oYqo][geemfa[Yl]oal`l`]e&Mf\gmZl]\dq$l`][gflafmaf_kg[aYdYf\ l][`fgdg_a[Yd[`Yf_]kl`Ylg[[mj$]kh][aYddql`gk]\]jan]\^jge\]n]dghe]flkafl`]Afl]jf]l$ ^gj[]HJhjg^]kkagfYdklgmh\Yl]l`]ajY[lagfklgeYc]l`]eYlljY[lan]& ;gfka\]jaf_l`]k]\a^â[mdla]k$o][Yf]klYZdak`kge]basic actionsg^HJ\]h]f\af_gfl`] hmZda[o]Y\\j]kk&L`mk2 General public KhgfkgjkàhgêYkkan] ]n]flk <]n]dghe]flYf\^mf\af_ g^j]k]Yj[`klm\a]k ;j]Ylagfg^[gjhgjYl]Zdg_k Commercial Customers %HYjla[ahYlagfaf^Yajk Yf\]pàZalagfk Public administrations Khgfkgjkàhg^]n]flk gjhmZda[afalaYlan]k H]jkgfYdafl]jna]ok %?ma\]\lgmjkg^ l`]^Y[adala]kg^l`] gj_YfarYlagf %HmZda[Ylagfg^l`] YffmYdY[[gmflkj]hgjl 9jjYf_]afl]jna]ok Gj_YfarYlagfg^Yddcaf\kg^ ]n]flkafoà[`bgmjfYdaklk Yj]YZd]lg[gflY[ll`] [gehYfqklY^^ ?ma\]\lgmjkg^l`]^Y[adala]k Public relations 2.0 Oal` l`] dYl]kl \]n]dghe]flk af l][`fgdg_q egZad]Afl]jf]l$Oa%>a Y[[]kk af hmZda[ khY[]k$ `Yf\`]d\ \]na[]k&&&! Yf\ l`] ]e]j_]f[] g^ Zdg_k$ ^gjmek$ [geemfala]k Yf\ kg[aYd f]logjcaf_$ [gehYfa]k `Yn] Z]]f ^gj[]\ lg [`Yf_] l`]aj HJkljYl]_a]klgYhhjgY[`l`]ajhm% Zda[egj]\aj][ldq& Làk \g]k fgl e]Yf l`Yl [gfn]f% lagfYd YhhjgY[`]k Yj] fg dgf_]j kmalYZd]$ Zml al ak j]imaj]\ lg af% [dm\]f]ogf]kY[[gj\af_lgkg[aYd [`Yf_]k& ;gehYfa]kf]]\lgadaptl`]oYq l`]q j]dYl] lg l`]aj hmZda[$ Yf\ lg làk]f\l`]qemkl[gfka\]jl`Yl2 Af\ana\mYdk`Yn]Z][ge]hgo]j% ^mdljYfkeall]jkgâf^gjeYlagf& L`]qYj]fgl[gfl]floal`j][]a% naf_af^gjeYlagf3l`]qYdkgoYfl lg[geemfa[Yl]oal`l`]gj_Y% farYlagf& HmZda[k]_e]flYlagfakZ][geaf_ egj]Yf\egj][gehd]p&Afl]jf]l Yddgok cfgod]\_] g^ l`] egkl hYjla[mdYjlj]f\k& %?ma\]\lgmjkg^ l`]^Y[adala]k K]f\hj]kkj]d]Yk]k Important ;geemfa[Ylagf [`Yff]dk `Yn] emdlahda]\& Suppliers The media 3 Financial institutions Communities HmZda[Ylagfg^l`]YffmYd Y[[gmflkj]hgjl Khgfkgjkàhg^]n]flk$ hYjla]k$khgjlkl]Yek&&& H]jkgfYd[gflY[loal` e]eZ]jkg^l`]k] afklalmlagfk <gfYlagfk ;geemfa[Ylagf ak aee]\aYl] Yf\[YffglZ][gfljgd]\& HYjla[ahYlagfaf^gjmek$ Zdg_kYf\kg[aYdf]logjckYk akkm]jkg^j]daYZd]Yf\mk]^md af^gjeYlagf Table 3.3. :Yka[Y[lagfkg^HJ& Activities 6. Dggcafl`]f]okhYh]jk hYh]jgj\a_alYd!^gjaf^gjeYlagf l`Ylj]^d][lk`go[gehYfa]kmk]HJY[lanala]klgaf[j]Yk] l`]ajnakaZadalq& >gj]pYehd]$l`]kYnaf_ZYfckMfa[YbYYf\;YbY\]9`gjjgk \]dYAfeY[mdY\Y\]9jY_f ;9A!kmhhgjllogZYkc]lZYdd l]Yek& h t t p://w w w. m a rc a .co m /2010/10/19/ b a lo n c e s to/ac b/ 1287492497.html 57 3 Communication within the company Case study 4. Public relations L`][gehYfqLY\Yea$K&9&$oà[èYfm^Y[lmj]kà_`%imYdalq ogg\]f^mjfalmj]$`Yk\][a\]\lggh]fYf]ohjg\m[lagfhdYfl afl`]lgofg^;YlYh]jZ]k&L`]lgofak^Yegmk^gjalkYjlakYf ^mjfalmj]eYfm^Y[lmjaf_$Yf\dg[Ydaf\mkljqeYq[gfka\]jlàk ]klYZdakè]flYkYl`j]Yllgl`]ajZmkaf]kk& O`YlhmZda[j]dYlagfk[YfLY\Yea$K&9&h]j^gjelgY[à]n]Y _gg\aeY_]Yegf_;YlYh]jZ]khghmdYlagf7 Solution: Before construction: <mjaf_l`][gfkljm[lagfogjckg^l`]^Y[lgjq$l`][gehYfq eYqe]]loal`hmZda[Yml`gjala]kaf;YlYh]jZ]klgk`go l`]eâjkll`]hjgb][lg^l`]f]ohdYfl& H]j^gjeY"^gmf\Ylagfklgf]"]n]fl$afoà[`YfYml`gjalq dYqkl`]kqeZgda[âjklklgf]g^l`]^Y[lgjq&KmZk]im]fldq$ l`]j]oaddZ]Ydmf[`]gfoal`dg[Yde]\aYlgafljg\m[]l`] hjgb][l&<mjaf_làkdmf[`$Yhj]kkcaloalàf^gjeYlagfoadd Z]hjgna\]\lgdg[Yde]\aY$oà[òadd[gflYafaf^gjeYlagf YZgmll`][gehYfq àklgjq$]phYfkagf$fmeZ]jg^]ehdg% q]]k$lmjfgn]j$]l[&!& AloaddYdkgaf[dm\]af^gjeYlagfgfl`]Z]f]âlkl`Yll`]]klY% Zdakè]flg^^Y[lgja]kdac]làk`YkZjgm_`llggl`]jlgofkaf l`]Yj]Yj]_Yj\af_l`][j]Ylagfgâf^jYkljm[lmj]k$l`]af[j]Yk] g^ g[[mhYlagf Yf\ l`] _jgol` g^ l`] j]_agf Yk Y j]kmdl g^ l`]]klYZdakè]flg^kmZka\aYjq[gehYfa]k& Before opening the plant: EYc]Y_ma\]\lgmj^gjkmhhda]jkYf\\akljaZmlgjk& Opening: Gh]faf_[]j]egfqo`]j]kge]Yml`gjalq[mlkl`]jaZZgf \]h]f\af_gfl`]kar]g^l`]hdYfl$làkYml`gjalq[gmd\Z] l`]hj]ka\]flg^l`]J]_agfYd?gn]jfe]fl!& Af[dm\]d]akmj]]n]flkafoà[`l`]lgofaf`YZalYflk[Yf hYjla[ahYl]& Day to day: Gf[]l`]^Y[lgjqakgh]jYlaf_fgjeYddq$alakà_`dqj][ge% e]f\YZd]l`Yll`][geemfa[YlagfhdYfaf[dm\]kY[lagfk lgkhgfkgjdg[YdkhgjlkY[lanala]kYf\hmZda[`gda\Yqk$lg ogjcoal`dg[Ydf]a_`Zgmj`gg\Yf\]\m[YlagfYkkg[aYlagfk l`jgm_`nakalklg^Y[adala]k^gjklm\]flk$]l[&$Yae]\YleYaf% lYafaf_Y[gjhgjYl][geemfa[Ylagfhgda[qgn]jlae]l`Yl akfgldaeal]\lgl`]h]jag\hjagjlgl`]afklYddYlagfg^l`] ^Y[lgjqafl`]lgof& 3.4. Advertising AdvertisingakYlqh]g^]pl]jfYd[geemfa[Ylagfl`Ylak[`YjY[l]jak]\Zqalk][gfgea[ [gklkYf\alk_gYdg^h]jkmY\af_l`]j][]an]jklgd]Y\l`]elgkge]Y[lagf& Vocabulary Social sciences. L`]q klm\q l`] Z]`Ynagmjg^l`]af\ana\mYdYf\kg% [a]lq af lYf_aZd] Yf\ aflYf_aZd] Ykh][lk& Kge] kg[aYd k[a]f[]k Yj] =[g% fgea[k$ Kg[agdg_q$ Hkq[`gdg_q$ 9fl`jghgdg_q Yf\ DYo$ Yegf_ gl`]jk& AlYjak]k^jgeoversupply&L`][gfkme]j[Yf[`ggk]^jgeeYfqkaeadYjhjg\m[lk$Yf\Y\n]j% lakaf_`]dhkeYc]l`]k]hjg\m[lkcfgof$j][g_far]\Yf\\]kaj]\& 9\n]jlakaf_[geemfa[Ylagfk[Yf`]dh[geh]fkYl]gj\ak_mak]l`]o]Ycf]kk]kg^Yhjg\m[l$ ZjYf\gjgj_YfarYlagf$Zmloaddf]n]jZ]YZd]lg]jYk]]jjgjkgj\]â[a]f[a]kg^l`]hjg\m[lal% k]d^$l`]hja[af_kljYl]_q$l`]\akljaZmlagfgjl`][mklge]jk]jna[]& A. Nature of advertising It is an intended communication Alhmjkm]kY[gee]j[aYd$kg[aYdgjhgdala[Ydhmjhgk]&Alk]]cklgaf^dm]f[]Yllalm\]kgj Z]`Ynagmjk$fglgfdqlgljYfkeal^Y[lk& It operates through short and persuasive messages L`]dYf_mY_]g^Y\n]jlakaf_Yhh]Ydklg^]]daf_k$]eglagfk$^]Yjk$Yf\kggf&Aleap]k jYlagfYdYf\]eglagfYdakkm]k& The shape of its message is the result of creativity It develops between social and human areas The tone of the messages is positive It is linked to reality It is a signed communication Table 3.4. FYlmj]g^Y\n]jlakaf_& 58 :mlalk_gYdkYj]Y[[mjYl]Yf\j]^d][lYkljYl]_q&L`mk$alakfglYjl& @go]n]j$alakfglYkg[aYdk[a]f[]& Gfdq_gg\làf_kYj]Y\n]jlak]\ l`]j]Yj]kge]]p[]hlagfkkm[`YkljY^â[YoYj]f]kk gjYZmk][YehYa_fk!& Al[Yffgl_]lYoYq^jgel`][gfn]flagf&Almk]kl`]kYe]kl]j]glqh]kl`Ylkg[a]lq mk]k$kaf[]l`]hmZda[emklmf\]jklYf\al& L`]akkm]jakcfgof2YZjYf\$Y[gehYfqgjYhjg\m[l& Communication within the company 3 B. Types of advertisers and their advertising goals O`]fmkaf_Y\n]jlakaf_$l`]_gYdlgZ]Y[à]n]\oadd\]h]f\gfl`]lqh]g^Y\n]jlak]j[gf[]j% f]\$Yk[dYkkaâ]\Z]dgo& Companies 1. Business goals: – Afljg\m[]Yf]ohjg\m[l& – Af[j]Yk]kYd]k& – Hj]k]flYhjgeglagf&>gj]pYehd]2"Bmkllàkegfl`$qgm_]lY*(af[j]Yk]af *%dal]jZglld]k"& – J]hgjlY\a^^]j]fl[gfkmehlagf`YZal&>gj]pYehd]2`Ynaf_[]j]Ydk^gj\aff]j$ afkl]Y\g^bmkl^gjZj]Yc^Ykl& – HmZda[ar]kh][aâ[hjg\m[l[`YjY[l]jakla[kl`Yl\a^^]j]flaYl]al^jge[geh]lalagf& >gj]pYehd]2l`]gfdqgf]oal`)((n]_]lYZd]gadk& – Af[j]Yk]ZjYf\j][g_falagf& – 9lljY[l[gfkme]jklgYhYjla[mdYjkhY[]&>gj]pYehd]$YZYfcgjYeYdd& – <]^]f\ Y_Yafkl [geh]lalgjk& >gj ]pYehd]$ [YehYa_fk ]eh`Ykaraf_ hj]kla_] ZjYf\kl`Yl\gfglhjg\m[]al]ek^gjgl`]jZjYf\k& – Kmhhgjl\akljaZmlagf&>gj]pYehd]$mkaf_hgkl]jkgjka_fklghdY[]afl`]ajgof ]klYZdakè]flk& 2. Institutional goals: – ;j]Yl]$eYaflYafgj]f`Yf[]l`]hgkalan]aeY_]g^l`]ZjYf\gj[gehYfq& – 9lljY[lafn]klgjk& Web http://www.anuncios.com O]Zkal] g^ l`] KhYfak` hmZda[Y% lagfk Anuncios. Semanario de publicidad y marketing,o`]j]qgm [Yfâf\fYlagfYdYf\afl]jfYlagfYd [YehYa_fk$ f]ok gf l`] Y\n]jla% kaf_ k][lgj$ j]hgjlk$ ^gddgo%mh g^ ^]klanYdk$Yf\kggf& Public institutions – Af^gjeh]ghd]YZgmll`]ajgZda_YlagfkYf\ja_`lk& – J]hgjlk]jna[]kl`YlYj]YnYadYZd]lg[alar]fk& – HmZda[ar]f]odYokYf\gl`]jd]_Ydl]plk& – ;`Yf_][gfkme]j`YZalkgjYllalm\]k&>gj]pYehd]$l`jgm_`[YehYa_fklghjgegl] ]d][lja[alqkYnaf_k& – Hjgegl]gj]f`Yf[]alkaeY_]&>gj]pYehd]$hmZda[araf_l`]Y[lagfkl`]qh]j^gje$ km[`Ykf]oaf^jYkljm[lmj]k& Fgf%_gn]jfe]flYdgj_YfarYlagfk F?Gk! – JYak]YoYj]f]kkg^YhjgZd]e& – ;`Yf_]Z]`Ynagmjk& – JYak]^mf\kgjYlljY[lf]oe]eZ]jk& C. Stages of advertising communication LgY[à]n]l`]afl]f\]\_gYdk$Y\n]jlakaf_emkl^gddgol`]k]steps2 1st Attract attention Lggn]j[ge]Y\n]jlakaf_kYlmjYlagf$e]kkY_]kemklYlljY[ll`]Yll]flagfYegf_ l`]j]kl&Lg\glàk$\a^^]j]flkljYl]_a]kYj]h]j^gje]\$km[`Ykmkaf_Y^YeadaYj lmf]$Y[]d]Zjalq$Y^mffqkalmYlagf&&& 4th Cause action in the potential customer 9[à]naf_làkdYklklY_]akfgl]YkqYf\\g]kfglgfdq\]h]f\gfl`]Y\n]jlak]e]fl$ ZmlYdkggfalkkmZk]im]flj][Ydd$gfl`][mklge]jÍkhj]nagmkghafagfYZgmll`]hjg% \m[lgjZjYf\$gfl`]e]kkY_]kl`Yl[geh]lalgjkakkm]Yll`]kYe]lae]$Yf\kggf& 2nd Arouse interest L`]e]kkY_]`YklgeglanYl]af% l]j]kl& 3rd Create desire O`]l`]j g^^]jaf_ Yj_me]flk gj mkaf_km__]klan]e]kkY_]k& 59 3 Communication within the company D. Components of advertising Examples L`]j]Yj]Y\n]jlak]e]flkafoà[` kge] [gehgf]flk Yj] egj] ae% hgjlYfll`Yfgl`]jk& ;`][cgmllàk[Yk]2 9\n]jlakaf_e]kkY_]kYj]g^l]f[gehgk]\g^two main elementsl`YleYqYhh]Yjlg_]l`]j gjfgl&L`mk2 Informational component:alakafl]f\]\lgaf^dm]f[][gfkme]jkl`jgm_`cfgod]\_]Yf\ hjgna\]kgZb][lan]\YlY&>gj]pYehd]$YfY\n]jlak]e]flg^Yf]oeadcoal`ge]_Y%+^Yllq Y[a\k$afoà[àlakklYl]\l`Yll`]k]Y[a\k`]dhj]_mdYl][`gd]kl]jgdd]n]dk& Persuasive component:al\]daZ]jYl]dqlja]klgaf^dm]f[]h]ghd]l`jgm_`l`j]]e][`Yfakek2 – Rational2l`]k]Yj]ZYk]\gfl`]dg_a[Ydj]khgfk]g^h]ghd]lgYhYjla[mdYjYj_me]fl& >gj]pYehd]$Yn]jqdgohja[]& – Emotional2l`]k]Yj]dafc]\lg^]]daf_kYf\]eglagfk&>gj]pYehd]$Y[Yj[YehYa_fmkaf_ làkkdg_Yf2"Qgm[Yffgldan]oal`gmlal"& – Unconscious persuasion2 al ak Y eap g^ afklaf[lk$ km__]klagf Yf\ gl`]j akkm]k l`Yl$ l`jgm_`l`]Y\n]jlakaf_e]kkY_]$[j]Yl]kYk]\m[lan]af^dm]f[]l`Yl[Ymk]kl`]\]kaj]^gj hgkk]kkagf&>gj]pYehd]2"Làk[Yc]akYk_gg\YkqgmjemeÍk"& E. Media selection Fig. 3.2. Mf[gfk[agmk h]jkmYkagf&E9?FME [YehYa_f$*((.& L`]e]\aYhdYffaf_kljYl]_qakl`]egklaehgjlYflhYjlg^l`]Y\n]jlakaf_hjg[]kk$Z][Ymk] l`]e]kkY_]Yf\\]ka_foaddZ][j]Yl]\\]h]f\af_gfl`]e]\aYo]`Yn]\][a\]\lgàj]&L`mk$ o`]fk]d][laf_l`]e]\aY^gjgmj[YehYa_f$o]emklYfYdqk]l`]^gddgoaf_akkm]k2 Qualitative features.O`]l`]jalakYnakmYd$Ykgmf\e]\ame$gjZgl`&>gj]pYehd]$aô] dYmf[`Yf]ohjg\m[lo]emklk`goal$kgo]`Yn]lg[`ggk]aeY_]e]\aY& Quantitative characteristics. O]emkla\]fla^ql`]lqh]g^Ym\a]f[]l`Yl[gfkme]klàk e]\ameYf\\]l]jeaf]a^làkYm\a]f[]akl`]kYe]YkgmjlYj_]lYm\a]f[]&O]oadd[`ggk] l`]e]\aYl`YlgmjlYj_]lYm\a]f[]mk]k& Available budget. Làkakl`]egklaehgjlYfl^Y[lgj$Z][Ymk]aloadd\]l]jeaf]l`]e]\aY l`Ylo][YfY^^gj\Yf\l`gk]l`Ylo][Yffgl& Case study 5. Stages of advertising communication L`] [gehYfq :]Z PPA$ K&D& hjg\m[]k ZYZq ^gg\& Af l`] dYkllogq]Yjk$kYd]k`Yn]Z]]f_gaf_\gof&9^l]jYfYdqkaf_ l`] gmld]lk Yf\ h]j^gjeaf_ Y [gfkme]j kYlak^Y[lagf kmjn]q$ l`] [gehYfq j]Y[`]k l`] [gf[dmkagf l`Yl l`] hjgZd]e ak af l`]dgoZjYf\j][g_falagf3l`]j]^gj]$l`]q\][a\]lgdYmf[`Yf Y\n]jlakaf_[YehYa_f& D]lÍk k]] l`] process l`]q `Yn] ^gddgo]\ lg h]j^gje làk [YehYa_f& Solution: 1. A\]flaâ[YlagfgâlkhmZda[2[geemfa[YlagfoaddZ]^g[mk]\ gfh]ghd]o`gYj]_gaf_lgZ]hYj]flkafl`]f]Yj^mlmj]& 2. K]d][l]\e]\aY2eY_Yraf]k^gjhjgkh][lan]hYj]flkkm[` YkMi bebé y yo, El mundo de tu bebé, Embarazo sano gj Ser padres hoy. 9dkg$o]Zkal]kg^l`]kYe]l`]e]2 serpadres. es, mibebeyyo.com, elbebe.com Yf\ todopapas.com. 3. ;gehgf]flkg^l`]Y\n]jlak]e]fl2 a) Af^gjeYlan]2 l`] Y\k emkl [gflYaf af^gjeYlagf l`Yl [j]Yl]k[gfâ\]f[]afl`]hjgkh][lan]hYj]flk&L`][ge% hYfq\][a\]klgmk]làke]kkY_]2"Egj]l`Yf+(q]Yjk g^]ph]ja]f[]afZYZq^gg\"& 60 b) H]jkmYkan] jYlagfYd2 l`] [gfkme]jk l`Yl ^gddgo gmj [YehYa_foadd_]l^j]]kYehd]kYf\oaddZ]f]âl^jgeY \ak[gmflg^*(gfl`]hmj[`Yk]g^l`]ajbYjk& c) H]jkmYkan]]eglagfYd2l`]qoaddmk]ha[lmj]kg^hYj]flk oal`l`]aj[àd\j]fl`YlljYfkeall`]a\]Yg^hjgl][lagf& d) Mf[gfk[agmk h]jkmYkagf2 l`]q oadd Yhh]Yd lg l`] j]k% hgfkaZadalqg^^]]\af_l`]ZYZqhjgh]jdq&L`]e]kkY_] ak2"Gfdql`]Z]kl^gjqgmjZYZq&:][Ymk]qgmdgn]àe"& Stages of the message: 1. 9lljY[lYll]flagf2l`]mk]g^Yl]f\]jaeY_]g^l`]egl`]j gj^Yl`]joal`l`]ZYZq& 2. 9jgmk] afl]j]kl2 l`] hgkkaZadalq g^ gZlYafaf_ ^j]] kYehd]k Z]^gj]Zmqaf_Yf\_]lY\ak[gmflgfl`]hmj[`Yk]& 3. ;j]Yl]\]kaj]2alakY[à]n]\l`jgm_`l`]kdg_Yf"Gfdql`] Z]kl^gjqgmjZYZq&:][Ymk]qgmdgn]àe"&L`]hjg[]kkqgm oYfll`][gfkme]jlg^gddgoak2"Adgn]eqZYZqYf\AoYfl l`]Z]kl^gjàe$kgA`Yn]lg_an]àelàk^gg\"& 4. ;Ymk]Y[lagf2eYc]hjgkh][lan][mklge]jknakalgmjo]Z% kal]lgd]YjfYZgmll`]ZjYf\Yf\l`][gehYfq3eYc]l`]e j]im]klYkYehd]kgl`Yll`]q[Yf[`][calkimYdalq$o`]l`]j Zql`]ek]dn]kgj[gfkmdlaf_l`]ajhY]\aYlja[aYf3gf[]l]kl]\$ eYc]l`]eZmq^gjl`]âjkllae]oal`*(\ak[gmfl& Communication within the company 3 4. Communication on a crisis Important 9crisisakYfq]n]fl$mkmYddqf]_Ylan]$oà[`lmjfkl`]gj_YfarYlagfaflgl`]^g[mkg^ e]\aY$hmZda[Zg\a]k$ljY\]mfagfk$ghafagfd]Y\]jk$]l[&$Yf\]f\Yf_]jkalkaeY_]& O`]fl`][gehYfq^Y[]klàkcaf\g^kalmYlagfalemklY\ghlYk]ja]kg^Y[lagfkYf\akkm] kge][geemfa[YlagfkYae]\YlkY^]_mYj\af_alk_gg\aeY_]Yf\kgdnaf_l`]hjgZd]eafl`] Z]kloYql`]q[Yf^gjl`gk]Y^^][l]\& ;jakak [geemfa[Ylagf [geZaf]k Y[lagfk g^ internal Yf\ external [geemfa[Ylagf af Yf mfmkmYd ka% lmYlagf ^gj l`] [gehYfq2 a crisis situation& 4.1. Dealing with a crisis AfY[jakak$o]emklYdoYqkY[l^gddgoaf_YkljYl]_ql`Ylemkl`Yn]Z]]fhj]nagmkdqhj]hYj]\Yf\ af[dm\]\afl`]Crisis Handbook&Làkk`gmd\af[dm\]2 L`]hjagjalqhmZda[&O`]fafY[jakak$l`gk]Yj]mkmYddql`]e]\aY$l`]_gn]jfe]fl$l`][ana% daYfhghmdYlagf$l`]afkmjYf[][gehYfq$[mklge]jkYf\]ehdgq]]kg^l`][gehYfq& L`]hgl]flaYdo]Ycf]kk]kg^l`]Zmkaf]kkkljYl]_qYf\lY[la[klggn]j[ge]l`]e& L`]j]khgfkaZd]af\ana\mYdkg^l`]\]hYjle]flkl`Yloadd^gjel`][jakak[YZaf]l& Do you know that...? L`] crisis cabinet ak ^gje]\ Zq Y _jgmhg^h]ghd]$egkldqeYfY_]jk$ o`g `Yn] Z]]f [`gk]f ^gj l`]aj dafcklgl`]nYjagmk[jakakk[]fYjagk gmldaf]\afl`];jakak@Yf\Zggc& Làk _jgmh k`gmd\ Z] keYdd lg YddgoYima[cj]khgfk]& L`]khgc]kh]jkgfafl`]]n]flg^Y[jakak& <a^^]j]flhgkkaZd]k[]fYjagkg^[jakakoalàfl`][gehYfq&>gj]pYehd]$a^l`][gehYfqakY j]âf]jq$alk`gmd\^gj]k]]kalmYlagfkg^^m]dd]Yc$_Ykd]Yc$hgkkaZd]^Yadmj]k$âj]$Yf\kggf& 4.2. Principles of crisis communication L`]hjaf[ahd]kl`Ylo]emkl[gfka\]jYf\YhhdqafY[jakakkalmYlagfYj]2 Above all, stay calm:o]k`gmd\fgljmkàflgeYcaf_Y\][akagfgjeYc]klYl]e]flkl`Yl [gmd\d]Y\lgYeYbgjhjgZd]e& Communication must be active:\gfÍloYal^gjl`]e]\aYlg[ge]lgmk3o]`Yn]lgYfla% [ahYl]Yf\[gflY[ll`]elghjgna\]Yfko]jk& The response must be quick: o]k`gmd\fglZ]YlYjgmf\l`]Zmkàfk]Yj[`^gjYj]khgfk]$ Ykl`]hmZda[afngdn]\oaddima[cdqdggc^gjgl`]jkgmj[]kgâf^gjeYlagf& A single message and a single spokesperson: Ydd [geemfa[Ylagf emkl Z] ljYfkeall]\ l`jgm_`Ykaf_d][gflY[l >a_&+&+!$o`g\]dan]jkYkaf_d]e]kkY_]lg]n]jqhmZda[& First at home:l`YlaklgkYq$l`][gehYfqemkl[gflY[lalk]ehdgq]]kâjkl&A^qgm[j]Yl] \akljmklZ]lo]]fl`]e$l`]qoaddk]]cgl`]jkgmj[]kgâf^gjeYlagf$gj[j]Yl]mfoYfl]\ jmegmjkYf\d]Yck& Report all at once: l`][gehYfqemklgZlYafYddhgkkaZd]af^gjeYlagfYf\ljYfkealalYl gf[] lg ]jY\a[Yl] l`] hjgZd]e ja_`l YoYq& L`mk$ al ak egj] \a^â[mdl lg eYc] [gf^da[laf_ klYl]e]flkgjlgZ]eakmf\]jklgg\Zql`]e]\aY& Fig. 3.3. L`]hj]ka\]flg^LgqglY$9cagLgqg\Y$YlYhj]kk[gf^]j]f[] af]Yjdq*()(&Aflàkhj]kk[gf^]j]f[]$l`][gehYfqYhgdg_ar]\^gj l`]hjgZd]e\]l][l]\afl`]Y[[]d]jYlgjh]\Ydg^kge]gâlkeg\]dk l`Yl[Ymk]\allgZdg[c&L`]Yhgdg_q[Ye]dYl]$Z][Ymk]mfladl`Yl \Yl]$o`]feaddagfn]à[d]kklYjl]\Z]af_[`][c]\$+,h]ghd]afl`] M&K&eYq`Yn]\a]\afljY^â[Y[[a\]flkYkYj]kmdlg^làkhjgZd]e& 61 3 Communication within the company Case study 6. Communication plan in a crisis situation Gf]Y^l]jfggf$l`]hYh]joYj]`gmk]g^l`][gehYfqH9H=D% E9P$K&9&Zmjklkaflg^dYe]koàd]]n]jqZg\qakogjcaf_& 9k Y j]kmdl g^ l`] âj]$ l]f ogjc]jk Yj] afbmj]\ af k]n]jYd \]_j]]kYf\lYc]flgl`]`gkhalYd$Yf\hYjlg^l`]oYj]`gmk]ak \]kljgq]\$Ydgf_oal`klgj]\eYl]jaYdk& l`Yll`]hgl]flaYdkgmj[]kg^l`]k]jmegmjkeYqZ]l]e% hgjYjqogjc]jko`gYj]mf`Yhhqoal`l`]ajogjcaf_[gf% \alagfk& L`][YZaf]l\][a\]klggh]fYfinquirylgâf\gmll`][Ymk]k g^l`]âj]& K`gjl Y^l]j l`] âj]$ l`] e]\aY [Ydd l`] [gehYfq ^gj ]phdY% fYlagfk$ Yk al `Yk Z]]f jmegmj]\ l`Yl log g^ l`] afbmj]\ ogjc]jk`Y\fghjgh]j[gfljY[lYf\l`Yll`]âj]e]Ykmj]k`Y\ fglogjc]\& O`Ylkl]hkoaddl`][gehYfq^gddgolgkgdn]làk[jakak7 Solution: L`][jakak[YZaf]lg^H9H=DE9P$K&9&e]]lkl`]fa_`lg^l`] \Yqg^l`]Y[[a\]fl& =Y[`[YZaf]le]eZ]j`Yk^mdâdd]\alkj]khgfkaZadala]kYkklYl]\ afl`];jakak@Yf\Zggc& Immediate actions: 9^l]jl`]âjkle]]laf_g^l`]crisis cabinet,làkaf^gjeYlagf akgZlYaf]\2 L`]egjfaf_Y^l]jl`]Y[[a\]fl$l`]hj]ka\]flg^l`][ge% hYfqoadd_glgl`]`gkhalYdo`]j]l`]afbmj]\Yj]lgcfgo YZgmll`]aj`]Ydl`klYlmkYf\lg[Yj]^gjl`]aj^Yeada]k& Human resource management2alkd]Y\]jk`Yn]khgc]f lgl`]oYj]`gmk]kà^lkmh]jnakgjYf\^gmf\l`Yllogg^ l`]ogjc]jko`go]j]ogjcaf_o]j]afl`]egjfaf_kà^l$ Zmll`]q`Y\j]im]kl]\Y[`Yf_]l`Ylo]]c^gjh]jkgfYd j]Ykgfk&L`]aj[gfljY[lkYj]afgj\]jYf\l`]Y[[a\]fl`Y% hh]f]\oalàfl`]]klYZdak`]\ogjcaf_`gmjk& :qea\%egjfaf_l`]j]oaddZ]Ymeeting with representatives of workerslgYkk]kkl`]ghafagfYlegkh`]j]Yf\ lghjgna\]af^gjeYlagfYZgmll`]]ehdgqe]flkalmYlagfg^ l`]afbmj]\[gdd]Y_m]kYf\YZgmll`]hjgh]j^mf[lagfaf_ g^l`]k][mjalqe]Ykmj]k& Maintenance management2 l`]q `Yn] Z]]f af [gflY[l oal`l`]gmlkgmj[]jlg[gfâjel`Yll`]j]nakagfkg^l`] kY^]lqkqkl]ek`Y\Z]]feY\]^gddgoaf_l`]d]_Yd\]Y\da% f]kYf\l`Yll`]j]`Y\Z]]ffg\]â[a]f[q& Communication management2 l`]q `Yn] [gdd][l]\ l`] âjkl af^gjeYlagf ^jge l`] e]\aY Yf\ `Yn] \]l]jeaf]\ L`][gehYfq[YddkYpress conference^gjl`]Y^l]jfggf$ oà[` oadd Z] g^^]j]\ Zq l`] _]f]jYd eYfY_]j oal` l`] Yll]f\Yf[]gêYafl]fYf[]$@JYf\[geemfa[YlagfeY% fY_]jk& Làk hj]kk [gf^]j]f[] oadd Z] mk]\ lg [dYja^q l`] jmegmjk$Yf\l`]e]\aYoaddZ][Ydd]\^gjkmZk]im]flklYl]% e]flkYkkggfYkl`][gehYfq`Ykegj]\]lYadkYZgmll`] [Ymk]kg^l`]Y[[a\]fl& Activities 7. Af\a[Yl]o`]l`]jl`]j]Y[lagfkg^l`]^gddgoaf_[gehYfa]klg^Y[][jakakkalmYlagfko]j] [gjj][lgjfgl&Afl`][Yk]gôjgf_j]Y[lagfk$]phdYafo`Yl[gmd\`Yn]Z]]f\gf]& a) 9ha][]g^l]]làf_jaf_<a]flalgk*(((_glklm[cafl`]egml`g^Y)(%egfl`gd\ ZYZq&L`]lgq[gehYfqj]Y[lkZqoal`\jYoaf_l`]hjg\m[l^jgel`]k`ghk3l`]f aleYc]kYfY\n]jlakaf_[YehYa_foYjfaf_[gfkme]jkg^l`]\Yf_]jYf\afnalaf_ l`]elgj]lmjfl`]l]]l`]j&AlYdkghjgna\]k[gfkme]jkoal`Yh`gf]fmeZ]jlg kgdn]Yfq\gmZlk& b) L`]kYd]keYfY_]jg^[]e]fl[gehYfq9MJGJ9$EYjYDh]r$Y[[mk]kl`]hj]% ka\]flg^l`][gehYfqg^k]pmYd`YjYkke]fl&L`][gehYfq\][a\]klgoYal$kaf[] EYjYDh]r`YkfÍlâd]\YfqdYokmal& c) L`][`]ea[Ydaf\mkljqIMAEA;9D$K&D&\]l][lkYfY[[a\]flYd\ak[`Yj_]g^lgpa[ kmZklYf[]kaflgYjan]jf]Yjl`]hdYfl&<]khal]cfgoaf_YZgmll`]\ak[`Yj_]$l`] [gehYfqa_fgj]kal&Gf[]alak\ak[gn]j]\$al\]fa]kl`Yll`]kgmj[]akl`][`]ea% [YdhdYflYf\Y[[mk]kY^]]\[gehYfqf]YjZq&L`]oYl]jakYfYdqk]\Yf\alakkggf \ak[gn]j]\l`Yll`]lgpa[hjg\m[l[gmd\gfdq[ge]^jgel`][`]ea[YdhdYfl& 62 Communication within the company 3 5. Communication networks 9communication network akl`]k]lg^hYl`kl`Ylaf^gjeYlagflYc]klgkhj]Y\& Fig. 3.4. ;`Yaff]logjc& L`mk$alak[gfka\]j]\l`Yll`]j]akYf]logjco`]fl`]j]akY_jgmhgê]eZ]jkg^Yfgj_Yfa% rYlagfafoà[`l`]q`Yn]_j]Yl]j^Y[adala]k^gj[geemfa[Ylagf& AeY_af]$^gj]pYehd]$l`j]][gdd]Y_m]kafl`]kqkl]ek\]hYjle]flg^Yfgj_YfarYlagf2l`]q k`Yj]l`]kYe]dYf_mY_]Yf\hjg^]kkagfYdbYj_gfYf\[geegfafl]j]klk$Yf\l`]aj[gehml]jk Yj][gff][l]\lgYhjanYl]f]logjc&L`]j]^gj]$l`]q^gjeYf]logjc& O`]f[dYkka^qaf_[geemfa[Ylagff]logjck$Y[[gj\af_lgl`]\]_j]]g^[gfljgdl`Yll`][ge% hYfq`Ykgfl`]e$l`]j]Yj]logtypes2^gjeYdYf\af^gjeYdf]logjck& :]^gj]klm\qaf_l`]ek]hYjYl]dq$qgmk`gmd\cfgol`YlalaknajlmYddqaehgkkaZd]lg]klYZdak`Y ZYjja]jZ]lo]]f^gjeYdYf\af^gjeYdf]logjckg^l`]gj_YfarYlagf&Dac]oak]$alakn]jq\a^â[mdl lg\]âf]l`]]pY[lege]flo`]flogh]ghd]o`gogjclg_]l`]j]n]jq\YqklghZ]af_hjg% ^]kkagfYd[gdd]Y_m]kYf\Z][ge]^ja]f\k& Fig. 3.5. ;aj[mdYjf]logjc& 5.1. Formal communication networks L`]k]f]logjckYj]mkmYddq^gje]\^gddgoaf_l`]daf]kg^l`]gj_YfarYlagfYd[`YjlafZgllge% mhYf\lgh%\gof\aj][lagfk$Yf\l`]qYj]mk]\lgljYfkeale]kkY_]kYae]\Yl[ggj\afYlaf_ ogjcY[lanala]k$^gj]pYehd]$_ma\]daf]klgh]j^gje[]jlYaflYkck& Fig. 3.6. KlYjf]logjc& Types of formal networks L`]j]Yj]ân]lqh]kg^^gjeYdf]logjckl`YleYqYhh]Yjoalàfl`][gehYfq2 Chain network2]Y[`h]jkgf[geemfa[Yl]koal`l`][dgk]klh]jkgf&Al[Yfg[[mjoalàfl`] kYe]à]jYj[`q `gjargflYd!gjZ]lo]]f\a^^]j]flà]jYj[à[Ydd]n]dk n]jla[Ydgj\aY_gfYd!& 9kl`]j]akgfdqgf][geemfa[Ylagf[`Yff]d$làkakd]kk]^^][lan] >a_&+&,!& Circular network2fge]eZ]jakakgdYl]\aflàkf]logjc$Zmll`]af^gjeYlagfakljYfkeall]\ n]jqkdgodq >a_&+&-!& Fig. 3.7. Emdlahd]%oYqf]logjc& Star network2l`]j]akYd]Y\]jo`gljYfkealkl`]af^gjeYlagfYf\[geemfa[Yl]koal`]n]jq% gf]&Gfdql`]h]jkgfafl`][]flj]g^l`][geemfa[YlagfcfgokYddl`]af^gjeYlagf >a_&+&.!& Multiple-way network2Yddl`][gehgf]flk[geemfa[Yl]oal`]Y[`gl`]j&9ddg^l`]ecfgo l`]af^gjeYlagfYf\^]]dafngdn]\&AleYq[Ymk]YoYkl]g^lae]Yf\[ggj\afYlagf >a_&+&/!& Y-shape network2 al ak Y [geZafYlagf g^ Y klYj f]logjc Yf\ Y [`Yaf f]logjc& E]eZ]jk Yll`]]f\kg^l`]f]logjceYq^]]dakgdYl]\^jgel`][geemfa[Ylagfhjg[]kk >a_&+&0!& Fig. 3.8. Q%k`Yh]f]logjc& Case study 7. Communication networks L`]âfYf[]\]hYjle]flg^l`]eYllj]kk[gehYfq=d;gf^gjlf ak^gje]\Zql`]âfYf[aYdeYfY_]j Ej&?gfrd]r!$l`]j]khgf% kaZd]^gjlj]Ykmjq DYjY!Yf\logY\eafakljYlan]YkkaklYflk BmYf Yf\EYjaYfY!&DYjY$BmYfYf\EYjaYfYj]hgjllgEj&?gfrd]r$ Yf\$ Yl l`] kYe] lae]$ l`]q [geemfa[Yl] oal` ]Y[` gl`]j afgj\]jlgh]j^gjel`]ajlYkck&Gfl`]gl`]j`Yf\$DYjYYf\ EYjaYfYZ]dgf_lgl`]kYe]Zgodaf_l]YeafY[`Yehagfkàhaf l`]ajf]a_`Zgmj`gg\&O`Ylf]logjckYj]]klYZdak`]\Z]lo]]f l`]e]eZ]jkg^làk\]hYjle]fl7 Solution2 L`]e]eZ]jkg^làk\]hYjle]flYj]afk]jl]\aflgY^gjeYd emdlahd]%oYqf]logjc Ykl`]gf]l`Ylqgm[Yfk]]af>a_&+&/!$ kaf[]Yddg^l`]e[geemfa[Yl]oal`]Y[`gl`]jlg\]n]dghl`]aj \Yadqhjg^]kkagfYd\mla]k& Gfl`]gl`]j`Yf\$EYjaYfYYf\DYjYYj]f]a_`ZgmjkYf\k`Yj] Y`gZZql`Yld]Y\kl`]elgbgafl`]af^gjeYdf]logjcg^l`] [`Yehagfkàhafl`]ajf]a_`Zgmj`gg\& 63 3 Communication within the company 5.2. 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AlakZgjf^jgeYkalmYlagfg^mf[]jlYaflqYf\a_fgjYf[]j]_Yj\af_Yf]n]fll`Yloadd `Yhh]fgjl`Yl`YkYdj]Y\q`Yhh]f]\&Af_]f]jYd$alakaehgkkaZd]lg\]l]jeaf]l`]kgmj[]g^Y jmegmj&>gj]pYehd]2"9_jgmhg^^gj]a_f]jk`Yn][ge]lgnakalmk"&Jmegmj2l`]qYj]_gaf_lg k]ddl`][gehYfqlgYM&K&afn]klgj& 2nd: Propagation.L`]jmegmjkhj]Y\kima[cdqaf[`Yaf&=Y[`h]jkgfafngdn]\afl`Yl[`Yaf eYqhjgna\]f]oaf^gjeYlagfYf\'gj]daeafYl]kge]gl`]j& 3rd: Death. L`]jmegmjakmkmYddq\]Y\imal]kggf&Kge]lae]kZ][Ymk]l`][gehYfqh]j^gjek []jlYafY[lagfklgkad]f[]algjZ][Ymk]$Y^l]jdgkaf_l`]imYdalqg^fgn]dlq$alâfYddq\akYhh]Yjk& ;gfljYjqlgo`YlqgmeYqlàfc$gj_YfarYlagfkeYqmk]jmegmj[`Yff]dklgkhj]Y\af^gjeY% lagfl`Ylak^YngmjYZd]^gjal&Làkaehda]kl`Yll`][gehYfq`YkY\]]hmf\]jklYf\af_g^l`] ]paklaf_af^gjeYdf]logjckoalàfl`]gj_YfarYlagf& Activities 8. Af\a[Yl]o`]l`]jl`]f]logjckl`Yl`Yn]Z]]f]klYZdak`]\ Yegf_l`]k]h]ghd]afl`][gehYfqH9H=DE9PYj]^gjeYd gjaf^gjeYd2 a) EYjYYf\9dZ]jlgogjcYkY\eafakljYlan]YkkaklYflkaf l`]Y[[gmflaf_\]hYjle]flYf\Ydkgk`Yj][Yjlg_glg ogjcZ][Ymk]l`]qYj]f]a_`Zgmjk& b) BmYf$EYjagYf\HYlja[aYogjcafdg_akla[k$gj\]jkYf\hmj% [`Yk]k\]hYjle]flk$j]kh][lan]dq&=n]jq\Yq$l`]qk]f\ hmj[`Yk]gj\]jkYf\eYl]jaYdgmlhmlklg]Y[`gl`]j& 64 c) EYj[]dYogjckafl`]Y[[gmflaf_\]hYjle]fl$Yf\Kg^Y ogjckafl`]dg_akla[k\]hYjle]fl&L`]qYj]Zglè]e% Z]jkg^l`]àcaf_[dmZDgk9d[]k$o`]j]l`]qj]_mdYjdq e]]l& d) JgZ]jlg$ EYj[gk Yf\ 9dem\]fY ogjc af l`] kqkl]ek \]hYjle]fl& =Y[` g^ l`]e ogjck oal` Y eg\md] g^ Y eYfY_]e]fl hjg_jYe& L`] hjgb][l ak [ggj\afYl]\ Zq Bgk$o`gakl`]h]jkgfl`]qmkmYddq\ak[mkkl`]aj[gf% []jfkoal`& Communication within the company 3 6. Communication as a source of behaviours L`jgm_`gmllàkmfalo]`Yn]k]]f`gol`][gehYfq[geemfa[Yl]k$l`]f]]\^gj[geemfa% [Ylagfal`YkYf\l`]aehgjlYf[]g^\gaf_kgafYfgj_Yfar]\Yf\hdYff]\oYq& Gf Y \Yq%lg%\Yq \]n]dghe]fl g^ l`] Y[lanalq af l`] gj_YfarYlagf$ [geemfa[Ylagf ak Y c]q ]d]e]fllg_]f]jYl][]jlYafZ]`Ynagmjkafl`]e]eZ]jko`g[gehgk]al& Vocabulary Motivation. K]lg^^Y[lgjkl`YlY[% lanYl] Yf\ [gf\m[l l`] Z]`Ynagmj g^`meYfZ]af_k& L`]j]^gj]$ efficient [geemfa[Ylagf af gj_YfarYlagfk ak [jala[Yd ^gj ogjc \][akagfk$ Yf\ afk% ljm[lagfkemklZ]hjgh]jdqmf\]jklgg\Zql`gk]o`g`Yn]lgh]j^gjel`]e&AlakYdkgYc]q ]d]e]flafl`]motivation and satisfactiongê]eZ]jkg^l`][gehYfq& AfY\\alagf$]n]jq]ehdgq]]f]]\khjgh]jYf\mk]^mdaf^gjeYlagflgeYc]l`]ja_`l\][akagfk3 o`]fl`]\YlYYj]af[gehd]l]$afY\]imYl]gjafYhhjghjaYl]$l`]qY^^][leglanYlagf$Yllalm\]$ kYlak^Y[lagf$h]j^gjeYf[]Yf\YddYj]Ykg^l`]gj_YfarYlagf$\]h]f\af_gfl`]k[gh]g^l`] af^gjeYlagf& 6.1. Behaviours related to communication within the organization L`]j]Yj]l`j]]eYafYllalm\]kj]dYl]\lg[geemfa[Ylagfoalàfl`][gehYfq2 Passive behaviour L`Ylg^Yh]jkgfo`gakj]hj]kk]\Yf\Y[[]hlko`Yll`]gl`]joYflk& Assertive behaviour Alakl`]Z]`Ynagmjg^l`]h]jkgfo`gk]lkgmlalkna]okoal`j]kh][l^gjl`]j][aha]fl&Al \]^]f\kàkgj`]jgofafl]j]klkoal`gmlYllY[caf_l`]afl]jdg[mlgj$Zml]f[gmjY_]kàe gj`]jlgk`Yj]àkgj`]jgof&LàkYllalm\]oaddeYc]l`]j][aha]fl^]]daf[dm\]\Yf\j]k% h][l]\$Yf\àkgj`]jY[lagfkoaddj]^d][l[geeale]fl& Aggressive behaviour Alakmk]\lg]f^gj[]gj\]jk$\]kaj]kgjghafagfkj]_Yj\d]kkg^l`]^]]daf_kgjghafagfkg^ l`]afl]jdg[mlgj&LàkZ]`Ynagmjd]Y\klgYfaee]\aYl]j]b][lagfZql`]j][]an]j& Table 3.5. ;geegfZ]`Ynagmjkafafl]jfYd[geemfa[Ylagfoalàfl`][gehYfq& L`]Z]klYhhjgY[`lgY[à]n]l`]Z]klj]kmdlkakl`]Ykk]jlan]Z]`Ynagmj&O`]f[geemfa[Y% lagfakhj]nagmkdq]klYZdak`]\làkoYq$l`]daf]Z]lo]]feYfY_]jkYf\]ehdgq]]k\akYhh]Yjk$ f]o[gddYZgjYlagfj]dYlagfk]e]j_]$l]Yeogjcak\]n]dgh]\$[j]YlanalqakklaemdYl]\$Yf\kg gf&Afk`gjl$l`]gj_YfarYlagfZ][ge]kegj]hjg\m[lan]& 6.2. Factors to be considered to allow assertive communication O`]f[geemfa[Ylaf_$eYaflYafaf_Yhjgh]jYllalm\]Yf\^gddgoaf_[]jlYaf_ma\]daf]k^Y[adalY% l]Ykk]jlan][geemfa[Ylagf&L`mk$o]emkl2 Choose the appropriate time and environment. O]emklZ]kmj]l`Yll`]afl]jdg[mlgj ^]]dk[ge^gjlYZd]Yf\akoaddaf_lgdakl]f& Maintain an attitude of understanding and interest lgoYj\k l`] afl]jdg[mlgj$ lj]Ylaf_ àegj`]jYkYf]imYd&O]k`gmd\fÍlY[loal`kmh]jagjalqgj\geafYfldq$Ykl`]afl]jdg[mlgj oaddYnga\[geemfa[Ylagf& 65 3 Communication within the company Listen actively. 9f\ fgl gfdq dakl]faf_$ Zml Ydkg eglanYlaf_ hYjla[ahYlagf$ ]f[gmjY_af_ im]klagfkYf\hYqaf_Yll]flagfl`][gee]flkl`Yll`]gl`]jkeYc]& Ask for advice or opinion,kgl`Yll`]gl`]jkhYjla[ahYl]Yf\^]]dnYdm]\& Know the others by their namesYf\k`goafl]j]klYZgmll`]aj`gZZa]k$^Yeadq$]l[&$Ykal d]Y\klgYdgqYdlqYlegkh`]j]& Accept criticism or objections. Gh]faf_\]ZYl]koal`gmlaehgkaf_gf]k]d^Yf\Ykkmeaf_ l`Yll`]gl`]jkoYfllg[gddYZgjYl]oalàehjgn]e]flk& Suggest several options and explain the choices made. 9l l`] kYe] lae]$ Y[[]hlaf_ Yj_me]flkaf^Yngmjg^gl`]jghlagfk$kaf[]ald]Y\klgl`]]e]j_]f[]g^mk]^mdaf^gjeYlagf ^gjl`][gehYfq& Transmit positive informationYf\Y[cfgod]\_]l`]_gg\ogjc\gf]Zq[gdd]Y_m]kYf\ kmZgj\afYl]k& Confront perceptions.<ak[mkkaf_o`Ylo]`Yn]h]j[]an]\lg[gfâjeaô]`Yn]mf\]jklgg\ ]n]jqlàf_[gjj][ldq&LàkYddgok\ak[mkkagfYf\^]]\ZY[cYf\Ynga\keakmf\]jklYf\af_k& Case study 8. Behaviour in communication @]j]akYf]pYehd]g^Ykk]jlan]Z]`Ynagmjaf[geemfa[Ylagf oalàfl`][gehYfq& Solution: Afl`][]e]fl[gehYfq9MJGJ9$l`]^gddgoaf_kalmYlagfg[[mjk2 EYfm]dY?e]r$[gee]j[aYd\aj][lgj$ comes to the desk of Juan Martínez YkkaklYfl af l`] kYd]k \]hYjle]fl! Yf\ kYqk2 "BmYf$hd]Yk]$[Yfqgmcome to my officelg\ak[mkkl`]j]hgjl qgmk]fle]q]kl]j\Yq7"&9f\BmYfj]hda]k2"Q]k$g^[gmjk]"& L`]qe]]lYf\l`][gfn]jkYlagf_g]kYk^gddgok2 EYfm]dY2"Aflàkk][lagf$kYd]kâ_mj]k\gfgleYl[`l`]lglYd Yegmflg^l`]q]Yj&AkalhgkkaZd]l`Yll`]j]akYeaklYc]7". BmYf2"They are correct&Gfl`]dYkle]]laf_g^l`]ljY\][ge% eall]]o]\][a\]\lg]daeafYl]l`]]phgjlâ_mj]k^jgelàk k][lagf$làkako`ql`]â_mj]k\gfÍleYl[`"& EYfm]dY2"AlÍkljm]$sorry, I forgot gmj\][akagfYZgmllàkakkm]& :mlafl`Yl[Yk]Alàfcl`Ylalogmd\Z]appropriatelgaf\a[Yl] l`Yl^gj]a_fkYd]kYj]fglaf[dm\]\Yll`]]f\g^l`]lYZd]$don’t you think?"& BmYf2"Q]k$AlàfcaloaddZ]egj][d]Yj"& EYfm]dY2"Thank you very much$BmYf"& BmYf2"QgmÍj]o]d[ge]$EYfm]dY"& Activities 9. J][j]Yl]l`]^gddgoaf_kalmYlagfafl`][dYkkjggeoal`qgmj eYl]k&=n]jqgf]emklYhhdqYkk]jlan][geemfa[Ylagfl]% [`faim]kYf\emklj]Y[`YfY_j]]e]fl&J]e]eZ]jl`Yl l`]j]Yj]fgja_`lgjojgf_hjghgkYdk$l`]_gYdaklgj]Y[` [gfk]fkmk2 L`]hj]ka\]flg^l`][gehYfqakn]jqmhk]lYZgmll`]kYd]k \jghhaf_Zq-afl`]dYklq]Yj&AflàkkalmYlagf$`]\][a\]k lgZjaf_l`]`]Y\kg^\]hYjle]flklg_]l`]jlgâf\kgdmlagfk$ oà[òaddZ][gdd][l]\afYfY[lagfhdYfYf\aehd]e]fl]\af l`]^gddgoaf_kapegfl`k& >afYf[aYdeYfY_]j LàkeYfY_]jYj_m]kl`Yll`][gehYfqemklkh]f\d]kkafgj\]j lg[gh]oal`l`]kYd]k\jgh& @meYfJ]kgmj[]k eYfY_]j LàkeYfY_]jYj_m]kf]]\klgaehjgn]l`]ljYafaf_gâlkkYd]k ogjc^gj[]kgl`Yll`]q[Yfd]Yjf`golgk]ddegj]& ;gee]j[aYdeYfY_]j LàkeYfY_]jYj_m]kl`Yll`][gehYfqf]]\klgàj]egj]kYd]k Y_]flklgj]Y[`Yj]Yko`]j]l`]qYj]fglk]ddaf_ja_`lfgo& EYjc]laf_eYfY_]j LàkeYfY_]jYj_m]kl`Yll`][gehYfqf]]\klg]dYZgjYl] YhjgeglagfYdYf\Y\n]jlakaf_hdYflg]f[gmjY_]kYd]k& Attendants 66 Communication within the company 3 Summar Summary y Types of communication in the company Depending on the scope Internal/External Depending on the code Oral/Written/Non-verbal Depending on the degree of control Formal/Informal Communication occurs among members of the company. Communication among hierarchical levels. Vertical Internal communication Horizontal Top-down It flows from management to the other members of the organization following the chain of command. Bottom-up It flows from the lower positions to the top ones following the organizational chart. It happens among persons of the same professional category. Instrument of communication, both vertically and horizontally. Working meetings Types: Routine/Extraordinary/Information/Negotiation/Advisory. It’s the kind of communication that the company keeps with the outside. External communication Public relations Deliberate and planned actions undertaken by the organization to maintain rapport with their public and a positive corporate image. Advertising External communication that is characterized by its economic cost and by trying to persuade the receivers to lead them to some action. It combines actions of internal and external communication in an unusual situation. Communication in a crisis Crisis Event that turns the organization into the focus of media, public, opinion leaders... and implies that its image is in danger. Paths through which information spreads. Communication networks Communication as a source for behaviours Formal networks They follow the lines of the organizational chart (bottom-up and top-down). Types: chain, circular, star, multiple-way and Y-shape. Informal networks The creation of these networks is spontaneous, arising from unforeseen psychological and social relationships and with no target. Rumours spread through these networks. Behaviours related to communication: Passive/Aggressive/Assertive 67 3 Communication within the company Test review 1. :gllge%mh[geemfa[Ylagfakmk]\lg2 a) =f[gmjY_][gddYZgjYlagfYegf_ogjc]jkYf\Ynga\[ge% h]lalagfl`YleYq]paklYegf_l`]e& c) L`] gj_YfarYlagf [geemfa[Yl]k oal` l`] hmZda[ gfdq l`jgm_`l`]e]\aY& b) >adaf_[gehdYaflk$hjgZd]ek$a\]YkYf\hjghgkYdk& d) L`]e]\aY$l`jgm_`l`]ajY[lagfk$`]dhZmad\l`]aeY_] g^l`]gj_YfarYlagf& c) Af^gjekmZgj\afYl]kg^l`]^mf[lagfkYf\gZb][lan]kg^ l`][gehYfq& d) Fgf]g^l`]YZgn]& 2. LgYnga\\aklgjlagfkafl`]gj\]jkgjafkljm[lagfkafl`] [gehYfq$o]mk]2 a) Ojall]flgh%\gof[geemfa[Ylagf& b) :gllge%mh[geemfa[Ylagf& c) GjYdlgh%\gof[geemfa[Ylagf& d) Fgf%n]jZYd[geemfa[Ylagf& 3. @gjargflYd[geemfa[Ylagfakl`]gf]l`Yl2 8. O`YlYj]l`]klY_]kg^HJ7 a) J]k]Yj[`$hdYffaf_$aehd]e]flYlagfYf\]nYdmYlagf& b) J]k]Yj[`$kljYl]_q$]p][mlagfYf\]nYdmYlagf& c) 9fYdqkak$hdYffaf_$aehd]e]flYlagfYf\]nYdmYlagf& d) J]k]Yj[`$hdYffaf_$aehd]e]flYlagfYf\Ykk]kke]fl& 9. Oà[` g^ l`]k] klYl]e]flk [Yffgl Z] Yhhda]\ lg l`] Y\n]jlakaf_[geemfa[Ylagf7 a) Almk]kl`]kYe]kl]j]glqh]kYkkg[a]lq& b) Alak^mf\Ye]flYddq[j]Ylan]& a) ?g]k^jgekge]g^l`]]ehdgq]]klgeYfY_]jk& c) AlakYfafl]f\]\[geemfa[Ylagf& b) @Yhh]fkYegf_h]ghd]g^l`]kYe]hjg^]kkagfYd[Yl]% _gjq& d) Aleap]kl`]jYlagfYdYf\l`]]eglagfYd& c) ?g]k^jgel`]_]f]jYdeYfY_]jlgkmZgj\afYl]k& d) @Yhh]fkYegf_h]ghd]g[[mhqaf_\a^^]j]fld]n]dkafl`] gj_YfarYlagf$Zmloal`gml\]h]f\]f[qj]dYlagfkYegf_ l`]e& 4. >gjYe]]laf_lg\]n]dghhjgh]jdq2 a) L`]_gYd\g]kfÍl`Yn]lgZ]\]âf]\afY\nYf[]& 10. A^ o] lYdc YZgml [jakak [geemfa[Ylagf$ oà[` g^ l`]k] klYl]e]flkakljm]7 a) L`]j]akfgf]]\lg`Yn]gfdqgf]khgc]kh]jkgf&9fq e]eZ]jg^l`][jakak[YZaf]l[Yfkh]Yclgl`]e]\aY& b) AlakZ]ll]jlg[gf[]Yd]n]jqlàf_^jge]ehdgq]]kmflad l`]dYkleafml]& b) Al[YfdYkl^gj]n]j& c) L`]e]\aYemklZ][Ydd]\]n]faô]\gfgl`Yn]]fgm_` af^gjeYlagfYZgmll`]^Y[lk& c) L`]fmeZ]jg^hYjla[ahYflkakfglaehgjlYfl& d) 9Zgn]Ydd$o]emklklYq[Yde& d) HYjla[ahYflkk`gmd\Z]afl]j]kl]\afl`]kmZb][l& 5. L`]e]]laf_Yloà[`l`]hgaflaklgeYc]Y\][akagfaf gj\]jlgkgdn]YhjgZd]eak2 a) 9\nakgjq& b) =pljYgj\afYjq& c) F]_glaYlagf& d) Af^gjeYlan]& 6. O`YlYj]l`]l`j]]klY_]kg^Ye]]laf_7 a) Hj]hYjYlagf$\]n]dghe]flYf\\][akagf%eYcaf_& b) Hj]hYjYlagf$afljg\m[lagfYf\[dgkmj]& c) Hj]hYjYlagf$\]n]dghe]flYf\[dgkmj]& d) Afljg\m[lagf$\]n]dghe]flYf\[dgkmj]& 7. Oà[`g^l`]k]klYl]e]flkakaf[gjj][l7 a) L`] km[[]kk g^ Yf gj_YfarYlagf \]h]f\k gf [mklge]j kYlak^Y[lagf& 68 b) L`]^gddgo]jkg^YZdg_Yj]Ylqh]g^[geemfalqhmZda[& 11. Oà[`g^l`]k]f]logjckakaf^gjeYd7 a) EYjY$BmdagYf\Dgj]fYk]f\l`]aj\]hYjle]flÍkkYd]k j]hgjlklg]Y[`gl`]j]n]jqEgf\YqZq]%eYad& b) H]\jgk]f\kYf]eYadlgl`][ggj\afYlgjkgôgjckYf\ eYl]jaYdklg[geemfa[Yl]l`]f]o\Yl]kg^l`]k[`]% \md]\ogjck& c) EYjagYf\EYfm]dYlYdcgfl`][gehYfqh`gf]lge]]l ^gj[g^^]]gmlka\]& d) EYj[gkkh]Yckoal`àkkmh]jagj$Bmdag$YZgmll`]Z]kl oYqlgkgdn]YhjgZd]eoal`l`]k]jn]j& 12. Oà[`g^l`]^gddgoaf_Yj]l`]egkl[geegfZ]`Ynagmjk j]dYl]\lg[geemfa[Ylagfoalàfl`]gj_YfarYlagf7 a) HYkkan]$Y__j]kkan]$Ykk]jlan]Yf\k]fkalan]& b) 9__j]kkan]$hYkkan]$Y^âjeYlan]Yf\f]_Ylan]& c) HYkkan]$Y__j]kkan]Yf\Ykk]jlan]& d) 9[lan]$hYkkan]Yf\Ykk]jlan]& Communication within the company 3 Ch ec k your lear ning Defining communication channels within the organization 1. O`Ylakfgf%n]jZYd[geemfa[Ylagf7 2. EYl[`]Y[`[Yk]oal`l`]YhhjghjaYl]lqh]g^[geemfa% [Ylagf2 a) L`][gehYfqEm]Zd]k=dJgZd]\gj][]an]kYd]ll]j^jge l`]LYpG^â[]& b) Dmak$`]Y\g^kYd]k\]hYjle]fl$h`gf]kYhjgna\]j& c) =d]fY$l`]klY^êYfY_]j$hgklkYfgla[]afl`]Zmdd]laf ZgYj\oal`l`]`gda\Yqkà^lkg^l`]]ehdgq]]k& d) 9d]bYf\jg$ Yf ]ehdgq]]$ ^jgofk Z][Ymk] `] \akY_j]]k oal`l`]kà^lkk]lZq=d]fY& e) 9d]bYf\jgeYc]kYkm__]klagflgaehjgn]=d]fYÍk`gda\Yq kà^lk& )!Fgf%n]jZYd& *!:gllge%mh& +!Ojall]f'=pl]jfYd& ,!Ojall]f'Lgh%\gof& -!GjYd'=pl]jfYd& Differentiating formal and informal organizational communication processes 3. O`Yllqh]kg^n]jla[Yd[geemfa[Ylagf`Yn]Z]]fklm\a]\ aflàkmfal7 4. O`Ylak`gjargflYd[geemfa[Ylagf7 5. FYe]]pYehd]kg^Zgllge%mhYf\lgh%\gof[geemfa[Y% lagfkl`YleYqg[[mjafqgmjk[`ggdgjklm\q[]flj]& 6. O`Ylcaf\g^[geemfa[Ylagfakl`]j]Z]lo]]fl`]hjg% \m[lagf eYfY_]j Yf\ Y kmZgj\afYl]7 9f\ Z]lo]]f l`] hjg\m[lagf\]hYjle]fl`]Y\Yf\l`]kYd]k\]hYjle]fl `]Y\7 7. Oà[` g^ l`] ^gddgoaf_ klYl]e]flk Yj] ljm]7 ;gjj][l l`gk]l`YlYj]ojgf_2 a) AfgjYd[geemfa[Ylagf$^]]\ZY[cak^Ykl]jl`Yfafl`] [Yk]gôjall]f[geemfa[Ylagf& b) ?]klmj]keYqhjgna\]af^gjeYlagfYZgmll`][`YjY[l]j g^Yh]jkgfYf\YdoYqkkmhhgjlo`YlakkYa\afogj\k& c) >gjeYd[geemfa[Ylagfg[[mjkoalàfl`]gj_YfarYlagfYd [`Yjl& d) Af^gjeYd [geemfa[Ylagf YdoYqk g[[mjk gmlka\] l`] ogjchdY[]& e) Lgh%\gof[geemfa[YlagfakYdoYqk\gf]afojalaf_^gj l`]j][gj\g^l`]klYl]e]fl& 8. Oà[`g^l`]^gddgoaf_klYl]e]flkakj]dYl]\lgaf^gjeYd [geemfa[Ylagf7 a) Alak[`Yff]dd]\l`jgm_`l`]eYfY_]jkYf\l`][gehYfq& b) Alak\gf]l`jgm_`_]klmj]k$_dYf[]k$^Y[aYd]phj]kkagfk$ Yf\kggf& c) L`]q Yj] khgflYf]gmk Y^âfalq j]dYlagfkàhk l`Yl Yj] ]klYZdak`]\Z]lo]]f[gdd]Y_m]k& d) Alakl`][geemfa[Ylagfl`Yll`][gehYfqc]]hkoal` l`]gmlka\]& e) Alakl`]egklj][gee]f\]\^gjmj_]flY[lagf& 9. O`Ylak\aY_gfYd[geemfa[Ylagf7?an]Yf]pYehd]& 10. L]dd o`Yl lqh] g^ e]]laf_ k`gmd\ Z] [gf\m[l]\ af l`] ^gddgoaf_kalmYlagf2Yf]ehdgq]]ak[j]Ylaf_l]fkagfafl`] l]YeZ][Ymk]àkZ]`YnagmjakfglYhhjghjaYl]afY[[gj% \Yf[]oal`l`]gZb][lan]kYf\jmd]kg^l`][gehYfq& 11. O`YlYj]l`]l`j]]klY_]kafl`][gmjk]g^Ye]]laf_7 Assessing the information demand process in accordance with the type of internal or external customer 12. O`Yl lqh]k g^ ]pl]jfYd [geemfa[Ylagf g[[mj af l`]k] kalmYlagfk7 a) L`] gj_YfarYlagf k]f\k Y \gkka]j lg l`] e]\aY oal` af^gjeYlagf YZgml alk Zajl`$ ZY[c_jgmf\$ fmeZ]j g^ [mjj]fl]ehdgq]]kYf\Zaddaf_af^gjeYlagf& b) L`]hj]ka\]flg^l`]gj_YfarYlagfg^^]jkYd][lmj]gfl`] nYdm]kl`Yl`Yn]\]âf]\àk[gehYfq& c) AfYfafl]jna]ooal`kmhhda]jk$l`][gee]j[aYdeYfY_]j ]phdYafkl`Yll`]f]oZjYf\g^kf]Yc]jkoaddZ]Ykkg[aY% l]\oal`qgml`$mjZYf]fnajgfe]flkYf\àh%`gh& d) L`]eYjc]laf_\aj][lgjg^Y[gehYfqg^[d]Yfaf_hjg% \m[lkhj]k]flkl`]f]ohY[cY_af_lgkmhhda]jk$oà[` `Yn] Y _j]Yl]j [YhY[alq Yf\ Yf ]j_gfgea[ `Yf\d] ^gj Z]ll]j_jah& 13. Oà[`g^l`]^gddgoaf__jgmhkaf[dm\]kl`]]pl]jfYdhmZda[ g^l`][gehYfqIm]kalgk:m]fgk$K&9&7 a) L`]kmh]jeYjc]l[`Yaf;GEHJ9:9J9LG& b) L`]e]eZ]jkg^l`][ggcaf_j][ah]k^gjmek& c) ;mjj]fl[gfkme]jkgÎm]kalgk:m]fgk$K&9& d) L`]Eafakljqg^@]Ydl`$;gfkmehlagf$Kg[aYdHgda[qYf\ =imYdalq& e) L`]egfl`dqeY_Yraf]Quesos del mundo. f) L`]\Yajq[ggh]jYlan]D][`]kMfa\Yk$oà[`k]ddkeadclg Im]kalgk:m]fgk$K&9& 69 3 Communication within the company Ch ec k your lear ning Aspects that transmit the organization’s corporate identity and its importance e) HmZdakàf_affYlagfYdhj]kkY\ak[gmfl[gmhgf^gjl`] hmj[`Yk]gêYllj]kk]kg^l`][gehYfq=d;gf^gjlf& 14. O`YlYj]l`]^]Ylmj]kg^HJY[lagfk7 f) HmZdakàf_[ggcaf_j][ah]kkmZeall]\Zq[mklge]jkgf l`]o]Zkal]g^Ykmh]jeYjc]l[`Yaf& 15. 9[[gj\af_lgl`]HJhjg[]kk$kgjlYf\a\]fla^qo`YlklY_] g^l`]hdYf[gjj]khgf\klg]Y[`g^l`]k]Y[lagfkg^l`] [gehYfqH9H=DE9P$K&9& a) Làk hdYf oadd `Yn] Yf afn]kle]fl g^ * g^ lmjfgn]j ^jgel`]kYd]g^l`]daf]kg^k[`ggdYf\g^â[]kmhhda]k& 17. O`YlYj]l`]gZb][lan]kg^l`]k]Y[lagfk7O`Ylcaf\g^ Y\n]jlak]jakZ]àf\l`]e7 b) L`] [gehYfq `Yk \]l][l]\ l`Yl kg[a]lq ak egj] Yf\ egj][gf[]jf]\YZgmll`]]fnajgfe]flYd[gfk]jnYlagf& b) HdY[] Yf Y\ af Y eY_Yraf] Yffgmf[af_ l`Yl H]hY[gdY kg\YZglld]koadd[gflYaf*-egj]^gjYo`gd]egfl`& c) ,( g^ qgmf_ h]ghd] Y_]\ Z]lo]]f ). Yf\ *- Yj] e]eZ]jkg^l`]l`j]]eYaf]fnajgfe]flYdF?Gkafl`] [gmfljq& c) 9e]kkY_]Yll`]Z]_affaf_g^l`]<N<l`Yll]ddkqgm l`Yl"HajY[qakY[jae]hmfak`YZd]Zqmhlg,q]Yjkaf hjakgf"& d) Fgf]g^l`]klYlagf]jqhjg\m[lk[gehYfa]k[mjj]fldq [gf\m[lk[gfk]jnYlagfhgda[a]k^gjl`]]fnajgfe]fl& d) 9ZYfcY\l`Ylj]Y\k2":jaf_qgmjegjl_Y_]&D]lÍklYdc Yf\qgmÍdd_]lY[g^^]]eY[àf]". e) 9q]YjY^l]jl`]klYjlg^l`]hjg_jYe$H9H=DE9P$K&9& [Yjja]kgmlYj]k]Yj[`g^ZjYf\YoYj]f]kk$oà[`k`gok l`Yl l`] hgkalan] ghafagf YZgml alk hjg\m[lk `Yk af% [j]Yk]\Zq)(& f) L`gk]j]khgfkaZd]^gjl`]hjgh]j]p][mlagfg^l`]hdYf oaddZ]eYjc]laf_Yf\[geemfa[Ylagf\]hYjle]flk& a) ;YehYa_f^gjl`]j]khgfkaZd]mk]gê]\a[af]k& e) 9hgkl]jgfl`]kg\YYakd]afl`]kmh]jeYjc]ll`YlkYqk2 "H]hY[gdYak`]j]&BmkllYc]al"& f) NY[[afYlagf[YehYa_fY_Yafklaf^dm]frY& 18. O`Ylkl]hkk`gmd\Z]^gddgo]\af[jakak[geemfa[Ylagf Yf\o`q7 g) L`][gehYfqH9H=DE9P$K&9&`YkZ]]faf[gflY[loal` l`]eYaf]fnajgfe]flYdF?Gkafl`][gmfljqlg\]n]% Influence of informal communication channels and chains dgh lg_]l`]j Y hdYf ^gj j]^gj]klYlagf Yf\ kmklYafYZd] of rumours \]n]dghe]flg^dg__af_]phdgalYlagfk& 19. O`Yl lqh]k g^ f]logjck `Yn] Z]]f ]klYZdak`]\ af l`] h) L`] Y_j]]e]fl oal` l`] F?Gk oadd dYkl Yl d]Ykl log \]n]dghe]flg^l`]k]lYkckafl`][gehYfq7 q]Yjk& a) EYjY$BmYf$9dZ]jlgYf\FmjaY`Yn]eY\]Yj]hgjl^gj i) L`][gehYfqH9H=DE9P$K&9&oYflklgZ]a\]flaâ]\Yk l`][gee]j[aYdeYfY_]jg^l`]gj_YfarYlagf&EYjYl]ddk Y[gehYfql`Ylak[geeall]\lgl`][gfk]jnYlagfYf\ `]j\gmZlklgBmYf&@]\g]kfÍlcfgol`]Yfko]jkZml kmklYafYZd]]phdgalYlagfg^^gj]klk& `]cfgokl`YlFmjaY`Ykl`]af^gjeYlagf&9kBmYf`Yk j) L`][gehYfq$Ydgf_oal`l`]F?Gk[gf[]jf]\$[YddY fg[gflY[loal`FmjaY$`]Ykck9dZ]jlglgj]im]kll`] hj]kk[gf^]j]f[]lg]phdYaflàkhdYflgl`]e]\aY& af^gjeYlagfl`]qf]]\& k) L`]F?Gkk]fll`]f]okg^làkhdYflgl`]aje]eZ]jk b) BmYf:Ydd]kl]jYf\EYjagJg[YYj]l`]kYd]kYf\hmj[`Y% l`jgm_`l`]ajmkmYd[geemfa[Ylagf[`Yff]dk& k]keYfY_]jk$j]kh][lan]dq$Yf\`Yn]l`]kYe]YkkaklYfl$ l) ;gfkme]jko`gYj]egj][geeall]\lg]fnajgfe]flYd o`ghj]hYj]kj]hgjlk^gjZgl`& [gfk]jnYlagfYj]qgmf_h]ghd]Z]lo]]f).Yf\*-q]Yjk danaf_afmjZYfYj]Yk& 16. Oà[`g^l`]^gddgoaf_Y[lagfkZ]dgf_lghmZda[j]dYlagfk Yf\oà[`Z]dgf_lgY\n]jlakaf_7 a) Khgfkgjaf_Ydg[Ydkg[[]jl]Ye& c) Bgk]hakl`]hjgb][leYfY_]jafY[gehml]j[gehYfq& O`]fl`]qklYjlYf]olYkc$`]\akljaZml]kl`]lYkck Yegf_àkân]]ehdgq]]kYf\l`]q[gfkmdll`]\gmZlk l`]q`Yn]& b) J]flaf_ZaddZgYj\kgfeYbgjjgY\kgmlg^l`][ala]kg^ KhYaf& 20. =phdYafl`]hgkalan]Yf\f]_Ylan]Ykh][lkgâf^gjeYdj]dY% lagfkàhkafl`]ogjchdY[]& c) ;gddYZgjYlaf_oal`l`]J]\;jgkkafjYakaf_^mf\k^gjY f]o[àd\j]fÍk`gkhalYd& 21. O`q\gjmegmjkYjak]7<gqgmj]e]eZ]jYfqjmegmj l`Yl`Ykkhj]Y\afl`][]flj]o`]j]qgmklm\q7;gmd\qgm ]phdYafl`]hjg[]kkg^l`Yljmegmj^gddgoaf_l`]klY_]k l`Ylo]`Yn]k]]faflàkmfal7 d) ;Yddaf_ l`] e]\aY lg Y hj]kk [gf^]j]f[] lg eYjc l`] gh]faf_g^Yf]ok`ghhaf_[]flj]& 70 Unit 4 Non-verbal communication In this unit you’ll learn how to: Mf\]jklYf\fgf%n]jZYd [geemfa[Ylagf YkYfgl`]j^gjeg^[geemfa[Ylagf& <a^^]j]flaYl]Yegf_l`][gf[]hlk g^Zg\qdYf_mY_]$hYjYdYf_mY_] Yf\hjgp]ea[k& 9kk]kkl`]aehgjlYf[]g^Ykh][lkkm[` Yknga[]lgf]k$kh]Ycaf_kh]]\$dggck$]l[& afl`][geemfa[Ylagfhjg[]kk& 9fYdqk]l`]^mf[lagfkg^fgf%n]jZYd [geemfa[Ylagf& And you’ll study: L`][gf[]hlg^fgf%n]jZYd [geemfa[Ylagf& >Y[lgjkYkkg[aYl]\oal` fgf%n]jZYd[geemfa[Ylagf& HYjYdYf_mY_]$Zg\qdYf_mY_] Yf\hjgp]ea[k& L`]e]Yfaf_g^h]jkgfYdaeY_]& L`]^mf[lagfkg^fgf%n]jZYd [geemfa[Ylagf& 4 Non-verbal communication 1. Non-verbal communication Do you know that...? O`]f l`] âjkl klm\a]k gf fgf% n]jZYd [geemfa[Ylagf klYjl]\$ l`]aj YhhjgY[` oYk gfdq afl]f\]\ lgoYj\k kYd]k Y_]flk$ eYfY_]jk Yf\]p][mlan]k& Kg^Yj$o]`Yn]\]Ydloal`[gf[]hlkj]dYl]\lgn]jZYdYf\ojall]f[geemfa[Ylagf&Aflàkmfal o]oaddklm\qthe language that supports the spoken language$oà[àk^gje]\Zql`]_]k% lmj]k$hgkalagfkgjdggckl`Ylo]mk] Zgl`[gfk[agmkdqYf\mf[gfk[agmkdq!lg]phj]kkegg\k Yf\^]]daf_kgfYj]_mdYjZYkak2fgf%n]jZYd[geemfa[Ylagf& Alk j]d]nYf[] ak klYl]\ af l`] ^Y[l l`Yl$ af Y ^Y[]%lg%^Y[] [geemfa[Ylagf$ l`]j] ak Y 35 % of verbal elementsYf\Y65 %l`Yl[gjj]khgf\klgnon-verbal communication _]klmj]k$ egn]e]flk$ ka_fYdk$ ]l[&! >a_& ,&)!& L`]j]^gj]$ làk lqh] g^ [geemfa[Ylagf ljYfkealk egj] af^gjeYlagf& <gfgleaklYc]fgf%n]jZYd[geemfa[Ylagf^gjl`][geemfa[Ylagfl`Ylakfglkhgc]f gjYd!& 9k qgm [Yf k]]$ l`]j] Yj] ^gjek g^ fgf%n]jZYd [geemfa[Ylagf$ km[` Yk ojall]f Yf\ ka_f dYf_mY_]k$oà[`Yj]fglgjYd2 Verbal Non-verbal Oral Khgc]fdYf_mY_] HYjYdYf_mY_] Non-oral Ojall]fdYf_mY_] :g\qdYf_mY_]Yf\hjgp]ea[k Table 4.1. GjYdYf\fgf%gjYd[geemfa[Ylagfnk&n]jZYdYf\fgf%n]jZYd[geemfa[Ylagf& 1.1. Parties to non-verbal communication L`]j]Yj]l`j]]eYafhYjlkl`Ylo][Yf[d]Yjdq\aklaf_makò`]fo]lYdcYZgmllàklqh]g^ [geemfa[Ylagf2 a) L`Yl^gje]\Zql`]gestures, hands, position, looks$]l[& Fig. 4.1. AfeYfq[Yk]k$fgf%n]jZYd [geemfa[Ylagf[Yf[geemfa[Yl] Zqalk]d^& b)L`]voice tone, speed of the speech$]l[& c)H]jkgfYd \aklYf[] l`Yl o] f]]\ lg ^]]d kY^]& Al \]h]f\k gf l`] afl]jdg[mlgjk Yf\ l`] [aj[meklYf[]kafoà[ò]Yj]& 1.2. Non-verbal acts Ka_fk gj ka_fYdk l`Yl ^gje fgf%n]jZYd [geemfa[Ylagf nYjq \]h]f\af_ gf l`] [gfl]pl af oà[ò]Yj]& =ceYf Yf\ >ja]k]f$ ]ph]jlk gf fgf%n]jZYd [geemfa[Ylagf *(l` []flmjq!$ a\]flaâ]\ l`j]] nYjaYZd]kl`Ylaf^dm]f[]fgf%n]jZYdY[lk2gja_af$mkY_]Yf\]f[g\af_& A. Origin L`]gja_afg^fgf%n]jZYdY[lkeYqZ]physiological$l`YlaklgkYq$aehgk]\Zqgmjf]jngmk kqkl]e gj j]kmdlaf_ ^jge gmj environment2 [mdlmj]$ Z]da]^k gj kg[aYd `YZalk ^gj ]pYehd]$ lgm[àf_qgmjegmlàkj]dYl]\lgZ]af_`mf_jq!& Case study 1. Different meaning of gestures according to cultural environment Af gmj [mdlmj]$ hmllaf_ qgmj ^]]l gf l`] lYZd] ak [gfka\]j]\ YkZY\eYff]jk& <gqgmcfgol`]afl]jhj]lYlagfl`Ylgl`]j[mdlmj]k$km[`Ykl`] M&K&gjEmkdae[gmflja]k$_an]lglàk_]klmj]7 72 Solution2 >gjFgjl`9e]ja[Yfk$hmllaf_l`]^]]lgfl`]lYZd]akfgjeYd Yf\af`]j]fllgl`]aj[mdlmj]$]kh][aYddqYegf_eYd]hghmdYlagf$ ZmlafEmkdae[gmflja]klàk_]klmj]ak[gfka\]j]\Yfafkmdl& Non-verbal communication 4 B. Usage Fgf%n]jZYdY[lk[YfZ]mk]\lgenhance, repeat or illustrate a verbal message&:mlkge]la% e]k$ these acts may not be related to the spoken message, or they may even contradict it& >gj ]pYehd]$ o] mkmYddq _]kla[mdYl] o`]f o] Yj] lYdcaf_ gf l`] h`gf]$ g^l]f mf[gfk% [agmkdq$Ydl`gm_`gmjafl]jdg[mlgjakfgloYl[àf_mk& Gfl`]gl`]j`Yf\$aô][jgkkYjekafY[gfn]jkYlagf$aleYqZ]Z][Ymk]o]Yj][gd\Yf\`Yn] fgj]dYlagflgl`][gfn]jkYlagfl`Ylo]Yj]`Ynaf_Yll`Yllae]& Do you know that...? L`]gja_afg^l`]fgf%n]jZYdY[lg^ crossing fingerseYqZ]j]dYl]\lg l`]gja_afkg^;`jaklaYfalq$o`]fal oYkZ]da]n]\l`YleYcaf_l`]ka_f g^l`][jgkk[gmd\hj]n]flZY\dm[c Yf\lYc]]nadaf^dm]f[]kYoYq& C. Encoding =f[g\af_ j]dYlagfZ]lo]]fl`]ka_fYf\alke]Yfaf_!g^fgf%n]jZYdY[lkeYqZ]2 Arbitrary2 o`]f l`] fgf%n]jZYd Y[l `Yk fglàf_ lg \g oal` l`] e]Yfaf_ g^ l`Yl Y[l& >gj]pYehd]$[jgkkaf_âf_]jkoakàf_dm[c >a_&,&*!& Iconic2o`]fl`]fgf%n]jZYdY[lakj]dYl]\lgalke]Yfaf_&>gj]pYehd]$jYakaf_YâklYkY l`j]YllgZ]Ylkge]gf]& 1.3. Types of non-verbal acts Fgf%n]jZYdY[lk[YfZ][dYkkaâ]\aflg^gmj[Yl]_gja]k2]eZd]ek$addmkljYlgjk$j]_mdYlgjkYf\ Y\Yhlgjk& Fig. 4.2. Afgmj[mdlmj]o][jgkkâf_]jk oakàf_dm[c& A. Emblems 9femblemak]imanYd]fllgYogj\gjk`gjlh`jYk]Y\eall]\ZqYdde]eZ]jkg^Y[geemfalq& =eZd]ekYj]mkmYddqeY\]oal`gmj`Yf\kYf\^Y[]& Case study 2. Interpretation of the emblems DggcYll`]âklafl`]aeY_]&O`Yl[gmd\Z]l`]e]Yfaf_g^làk]eZd]e7 Solution2 Làk]eZd]eeYqj]^]jlg2 a) L`]kar]g^kge]làf_ Ykafl`]KhYfak`]phj]kkagf"\][ajn]j\Y\]k[geghmgk"!& b) 9kh][aâ[hgdala[Ydlj]f\& c) 9khgjlkna[lgjq& B. Illustrators AddmkljYlgjk Yj] l`gk] linked to verbal communication Yf\ l`]aj jgd] ak lg j]af^gj[] l`] e]Yfaf_g^l`]af^gjeYlagfo]Yj]]phj]kkaf_n]jZYddq&>gj]pYehd]$hmllaf_l`]hYdeg^qgmj `Yf\mhYf\hgaflaf_kljYa_`l^gjoYj\k`gokg^^]jaf_ >a_&,&+!&AladdmkljYl]kl`]]phdYfYlagf& L`]q Yj] n]jq aehgjlYfl af ^Y[]%lg%^Y[] [geemfa[Ylagf gj gf [Ye]jY& Af lmjf$ l`] \]_j]] g^mk]nYja]k_j]Yldq$\]h]f\af_gfl`]d]n]dg^]p[al]e]flgj]fl`mkaYkeo]`Yn]Yll`]eg% e]fl&O`]faddmkljYlgjkYj]khj]Y\Yegf_e]eZ]jkg^Y[geemfalqYf\_Yafkge]d]n]dg^ ^gjeYdarYlagfl`]qeYq]f\mhYk]eZd]ek& Fig. 4.3. AddmkljYlgjlgkmhhgjl]phdYfYlagf Yf\g^^]j& Activities 1. DggcYll`]aeY_]kg^l`]^gddgoaf_ addmkljYlgjkYf\af\a[Yl]l`]e]Yfaf_ l`Ylqgmlàfcl`]q`Yn]2 a) b) 73 4 Non-verbal communication C. Regulators J]_mdYlgjk Yj] l`] fgf%n]jZYd Y[lk l`Yl `Yn] l`] jgd] g^ organizing or leading the conversation that is taking place between the interlocutors&>gj]pYehd]$l`gk]_]klmj]k gj]phj]kkagfklgaf\a[Yl]gmjafl]jdg[mlgjl`Ylalakàkgj`]jlmjf$l`Yl`]gjk`][Yf[Yjjqgf kh]Ycaf_ >a_&,&,!$l`Ylo]oYflàegj`]jlgj]h]Ylkge]làf_$l`Ylo]`Yn]fglmf\]jklgg\ kge]làf_$l`Ylo]oYflàegj`]jlgkdgo\gofgjlghYqYll]flagf$Yf\kggf& L`] egkl [geegf j]_mdYlgjk Yj] l`] nods or denial gestures l`Yl o] \g oal` l`] `]Y\ Yf\l`YlYj]]imanYd]fllgn]jZYd"q]k"Yf\"fg"$j]kh][lan]dq& Hjgh]jmk]g^j]_mdYlgjkafY[gfn]jkYlagfak]kk]flaYdlghjgna\]Yhgkalan]aehj]kkagf& Fig. 4.4. A^làk_]klmj]oal`l`]af\]p âf_]jhgaflklgYh]jkgfYl]q]d]n]d$al e]Yfkl`Ylo]Yj]Ykcaf_l`Ylh]jkgflg _an]mkYfYfko]jafY[gfn]jkYlagfgj l`Ylalakàkgj`]jlmjf& >mjl`]jegj]$l`]hjgh]jmk]g^l`]j]_mdYlgjkoaddYddgomklg`Yn][gfljgdgn]jYfqlqh]g^ f]_glaYlagf$\]ZYl]$kh]][`$Yf\kggf& Activities 2. DggcYll`]^gddgoaf_ha[lmj]Yf\klYl]l`]e]Yfaf_ qgmlàfclàkj]_mdYlgj`Yko`]fl`]kh]Yc]jmk]kalaf Y\aYdg_m]$Ykqgm[Yfk]]2 a) Afk][mjalq& b) KlghlYdcaf_& c) Af\][akagf& D. Adaptors Spanish assistant ¸L]`YkâbY\g]fdY]phj]kafnonverbal communication7 =d _maf ]k mfY ^gjeY emq [gef \] ^gj% eYj Y\b]langk [gehm]klgk ]f af_dk&Gljgk]b]ehdgkim]l]hm]% \]fYqm\Yj]flmna\Yhjg^]kagfYd kgf time-saving \a[`g \] Yd_g im]Y`gjjYla]ehg!$open-minded \a[`g \] Yd_ma]f im] la]f] mfY e]fl]YZa]jlY!gworld-famous \a% [`g\]Yd_gg\]Yd_ma]fim]la]f] ^YeYemf\aYd!& L`]k]Yj]l`]dYkl[Yl]_gjqg^fgf%n]jZYdY[lk Yf\af[dm\]l`gk]egn]e]flk$_]klmj]kgjY[% lagfk l`Yl o] mk] lg mf[gfk[agmkdq d]Y\ gmj ^]]daf_kgj[gfljgdgmjj]khgfk]k$l`YlaklgkYq$ l`]qYj]Y\Yhlan]& 9\YhlgjkeYqZ]2 Social adaptors: l`gk] Yjakaf_ af j]dYlagfk Yegf_h]ghd]&>gj]pYehd]$k`Ycaf_`Yf\k Yf\Zgoaf_& Instrumental adaptors: l`gk] Yj] j]dYl]\ lgl`]h]j^gjeYf[]g^YlYkc&>gj]pYehd]$ l`]Y[lg^jgddaf_mhqgmjkd]]n]keYqe]Yf l`Yl qgm Yj] j]Y\q lg \g kge]làf_ gj lg klYjlYfqlYkc& Subsistence adaptors: alk gja_af ak j]dYl]\ lg l`] ]pakl]f[] g^ gj_Yfa[ f]]\k ^]]\af_$ j]klaf_$_]klmj]kj]dYl]\lgklj]kk^md[aj[me% klYf[]k$\gmZl$]l[&! >a_&,&-!& Activities 3. DggcYll`]^gddgoaf_ha[lmj]& O`Ylakl`]e]Yfaf_g^l`]Y\Yhlgjl`Yl làkeYfakmkaf_7O`Ylcaf\g^Y\Yhlgj akal7 74 Fig. 4.5. Lgm[àf_qgmjdahYf\[àf akYkmZkakl]f[]Y\Yhlgj]phj]kkaf_ af\][akagf& Non-verbal communication 4 2. Factors related to non-verbal language Oalàf fgf%n]jZYd [geemfa[Ylagf$ af Y\\alagf lg l`] _]klmj]k l`Yl o] `Yn] [dYkkaâ]\ Yf\ YfYdqk]\kg^Yj$l`]j]Yj][]jlYaf^Y[lgjkoà[`$aflmjf$^Yddaflgl`]l`j]]\ak[ahdaf]kl`Ylo] oadd]phdYafZ]dgo2 paralanguage, body language and proxemics& L`]k] ^Y[lgjk eYq Z]$ af lmjf$ j]dYl]\ lg n]jZYd Yf\ Z]`YnagmjYd ^Y[lgjk$ Yk o] k]] af l`] ^gddgoaf_k[`]e]2 Lgf] Rate >Y[lgjkj]dYl]\lg n]jZYddYf_mY_] Ngdme] Watch out! Qgm eYq làfc l`Yl l`] nga[] lgf]$jYl]$ngdme]$kad]f[]gjlae% Zj] k`gmd\ Z] ]d]e]flk j]dYl]\ lg n]jZYd [geemfa[Ylagf$ Zml Yk l`]k] ]d]e]flk j]dq gf ]eglagfk gj afl]flagfk g^ l`] akkm]j$ jYl`]j l`Yf af l`] n]jq e]Yfaf_ g^ l`] ogj\k l`Yl Yj] akkm]\$ l`]q Yj] [dYkkaâ]\Yk^Y[lgjkj]dYl]\lgfgf% n]jZYddYf_mY_]& HYjYdYf_mY_] Kad]f[]k LaeZj] Non-verbal communication >Y[aYd]phj]kkagf Dggc >Y[lgjkj]dYl]\lg Z]`Ynagmj Hgkalagf :g\qdYf_mY_] ?]klmj]k Hjgpaealq H]jkgfYdkhY[] Hjgp]ea[k Scheme 4.1. >Y[lgjkj]dYl]\lgn]jZYddYf_mY_]Yf\Z]`Ynagmj& Do you know that...? Kh]Ycaf_g^fgf%n]jZYd[geemfa[Ylagf$o]emklj]^]jlgl`j]]^mf\Ye]flYdYj]Ykg^klm\q2 Paralanguage2alklm\a]kfgf%k]eYfla[Ykh][lkg^dYf_mY_]$^gj]pYehd]$l`]lgf]kmk]\$ l`]jYl]g^l`]kh]][`$l`]nga[]ngdme]$kad]f[]kYf\laeZj]k à_`$dgo&&&!& Body language2alklm\a]kl`]e]Yfaf_g^`meYfegn]e]flk [jgkkaf_qgmjd]_k$^jgofaf_$ `Yf\o]Ynaf_$]l[&!& Proxemics2l]je[gaf]\Zql`]=f_dak`Yfl`jghgdg_akl=\oYj\L&@Yddlgj]^]jlgl`]YfYdqkak g^h]jkgfYdkhY[]gjkhY[]$l`Ylkmjjgmf\kmk& 2.1. Paralanguage O`]fo][geemfa[Yl]n]jZYddq$o]mk]Y[]jlYaflgf]Yf\laeZj]g^nga[]$Yà_`]jgjdgo]j ngdme]$o]kh]Yc^Ykl]jgjkdgo]j$o]hYmk]$Yf\kggf&L`]k][`YjY[l]jakla[k[YffglZ]j]% _Yj\]\Ykn]jZYd$Z][Ymk]l`]q\]h]f\gf[]jlYaf[aj[meklYf[]kg^l`]akkm]j$km[`Ykàkgj `]j]eglagfkgjafl]flagfko`]f\]dan]jaf_l`]e]kkY_]&9ddl`]k]^]Ylmj]keYc]mhl`]kg% [Ydd]\paralanguage behaviour& Fgoo]oadd_gl`jgm_`]Y[`g^l`]k]Ykh][lk& GmjZjYafakYZd]lghjg[]kkYl`gm% kYf\ogj\kYeafml]& Important AfY\\alagflgl`]k]l`j]]\ak[ahda% f]k$l`]j]Yj]loggl`]jZjYf[`]k g^klm\ql`YlYj]ogjl`qgê]f% lagf2 Chronemics: al ak l`] klm\q g^ l`] mk] g^ lae] af fgf%n]jZYd [geemfa[Ylagf& Diacritical behaviour:alYfYdq% k]kaf\ana\mYdYf\_jgmha\]flalq l`jgm_` kqeZgdk ^gj ]pYehd]$ l`] mk] g^ j]da_agmk kqeZgdk$ eYc]mh$b]o]dd]jq$]l[&!& 75 4 Non-verbal communication A. Voice tone Vocabulary Sarcasm&@afl$eg[c]jq& L`]voice tone,oà[`[YfZ]eg\mdYl]\Zql`]kljYafg^l`]ng[Yd[gj\k$akY^Y[lgjl`Yl j]dYl]kl`]^]]daf_lgl`]]phj]kkagfl`Ylo]mk]$l`YlaklgkYq$o`Ylo]^]]dYf\o`Ylo] n]jZYdar]& Alkhjgh]jmk]ak]kk]flaYdlgljYfkeal]pY[ldqo`Ylo]oYfl$YkYfafYhhjghjaYl]lgf][Yf \aklgjll`]e]Yfaf_g^l`]e]kkY_]o]Yj]k]f\af_& O][Yf\aklaf_mak`l`j]]lgf]ko`]fkh]Ycaf_2 9k[]f\af_2al]phj]kk]k\gmZl$`]kalYlagfgjim]klagf& <]k[]f\af_2alljYfkealkklj]f_l`$\]l]jeafYlagfYf\[gfâ\]f[]& Eap]\2alkm__]klkajgfqYf\kYj[Yke& B. Rate L`] rate ak l`] n]jZYd ^dm]f[q g^ Y h]jkgf gj$ af gl`]j ogj\k$ l`] fmeZ]j g^ ogj\k h]jeafml]làkh]jkgfkYqk& >gjgmje]kkY_]lgZ]mf\]jklgg\$o]emklmk]YjYl]g^Z]lo]]f)((Yf\)-(ogj\kh]j eafml]& C. Volume Watch out! L`] ngdme] g^ l`] nga[] `Yk lg Y\Yhl lg kh][aâ[ ]fnajgfe]flYd [`YjY[l]jakla[k$l`]fmeZ]jg^hYjl% f]jkl`]j]Yj]gjl`]lqh]g^Y[la% nalqo]Yj]\gaf_& L`]nga[]ngdme]akj]dYl]\lgl`]intensityo]mk]o`]fkh]Ycaf_&O]mk]allg]eh`Ykar]$ j]_mdYl]Yf\]n]fYdl]jY[geemfa[Ylagfhjg[]kk& ?]f]jYddq$ Y low ngdme] oadd af\a[Yl] k`qf]kk$ kmZeakkagf gj kY\f]kk& :q [gfljYkl$ Y high ngdme]ljYfkealkYml`gjalq$k]d^%[gfâ\]f[]gj[gfljgdg^YkalmYlagf& D. Silences Silences Yj] pauses eY\] af n]jZYd [geemfa[Ylagf& Kge]lae]k$ o] f]]\ fgl lg kYq kge] làf_kkgl`Ylo][Yf]phj]kkgl`]jlàf_k&Kad]f[][YfZ]afl]jhj]l]\positivelygjnegatively& PausesYj]\a^^]j]fl^jgekad]f[]2l`]k]Yj]klghkl`Ylo]eYc]afn]jZYd[geemfa[Ylagflg afnal]gmjafl]jdg[mlgjklgkh]Ycgjlg]eh`Ykar]o`Ylo]Yj][geemfa[Ylaf_&:q[gfljYkl$ sighs oà[`Yj]Ykh][aYd^gjeg^kad]f[]!Yj]\]]hkZj]Yl`k^gddgo]\ZqYm\aZd]]phajYlagfk lg]phj]kk_ja]^$j]da]^$laj]\f]kk$\]kaj]$Yf\kggf& E. Timbre L`] voice timbre ak l`] register l`Yl Yddgok mk lg \aklaf_mak` Y h]jkgf aee]\aYl]dq& >gj ]pYehd]$aô]cfgol`]laeZj]g^l`]nga[]g^kge]gf][dgk]lgmk$o`]fo]`]Yjal$]n]f oal`gmlk]]af_l`Ylh]jkgf$o]oaddcfgol`Yl`]gjk`]ak[geaf_& L`]j]Yj]^gmjlaeZj]\]_j]]k2dgo$e]\ame%dgo$à_`gjn]jqà_`& Do you know that...? A^kge]gf]mk]kYZgn]*((ogj\k h]j eafml]$ o] kYq l`Yl làk h]j% kgf ak lY[`qh`]ea[ kh]Yck n]jq ima[cdqYf\kgo]eYq`Yn]ljgm% Zd] af mf\]jklYf\af_!$ Yf\ Z]dgo )(( ogj\k h]j eafml]$ o] kYq l`Yl làk h]jkgf ak ZjY\qh`]ea[ l`]jYl]akn]jqkdgoYf\eYqZ] Zgjaf_!& 76 Activities 4. O`Yl[YfZ]l`]e]Yfaf_g^l`]^gddgoaf_kad]f[]k7 a) 9l]Y[`]jak]phdYafaf_kge]làf_af[dYkk&Klm\]flkc]]hgflYdcaf_Yf\l`]f$l`] l]Y[`]j\][a\]klgj]eYafkad]fl& b) 9^l]j]phdYafaf_kge]làf_$l`]l]Y[`]jakkad]fl& 5. Ljqlàk]ph]jae]fl2j][gj\qgmjgofnga[]Yf\dakl]flgalYl`ge]dYl]j&Akal`Yj\^gj qgmlgj][g_far]l`Ylnga[]7AfY\\alagf$qgm[Yfmk]làk]ph]jae]fllg[gmfl`go eYfqogj\kh]jeafml]qgmkYqYf\lg[`][caâlakY_gg\jYl]& Non-verbal communication 4 2.2. Body language Body language$YdkgcfgofYkcaf]ka[k$akl`]\ak[ahdaf]l`Yl]pYeaf]kYllalm\]k$_]klm% j]kYf\Zg\qegn]e]flk& L`] ^gddgoaf_ Yj] kge] g^ l`] Zg\q gestures and expressions YfYdqk]\ Zq :aj\oàkl]dd ^Yl`]jgêg\]jfcaf]ka[k!2 L`]ajj]kh][lan]meaningsYj]2 1.Klgh 2.Dgm\]j& 3.Kad]f[] 4.A\gfÍlcfgo& 5.Dggcgml 6.LYc]e]afqgmjn]à[d]& O`]f[gfka\]jaf_l`]k]^Y[lgjkYkkg[aYl]\oal` Z]`Ynagmj$caf]ka[kmkmYddq[dYkkaâ]kl`]eYk2 a)Gestures and positions. Af l`] gestures o] YfYdqk] l`] egn]e]flk g^ l`] ^Y[]$ `Yf\k$ Yjek Yf\ d]_k$ `]Y\ Yf\ Zg\q Yk Y o`gd]& ?]klmj]k ljYfkeal af^gjeYlagf YZgml gmj egg\gj]phj]kkYfYkk]kke]flg^kge]làf_ gj YZgml kge]gf]& >gj ]pYehd]$ af gmj \Yadq j]dYlagfkàhk$ o] eYc] eYfq _]klmj]k oal` gmj]q]Zjgokl`Yl]phj]kk\a^^]j]fllqh]kg^ ]eglagfk& Fig. 4.6. ?]klmj]kYf\]phj]kkagfkklm\a]\Zqcaf]ka[k& >gj alk hYjl$ positions Yj] Z]`Ynagmjk l`Yl l]f\ lg Z] egj] klYZd] l`Yf _]klmj]k Yf\ l`Yl [Yf dYkl ^jge eafml]k lg k]n]jYd `gmjk& L`] klm\q g^ Zg\q hgkalagfk ^g[mk]k gf l`] oYq o] klYf\$ `go o] kal$ Yf\ ]n]f l`] oYq o] oYdc& L`]q mkmYddq [geemfa[Yl] ]eglagfYdafl]fkalqgj]phj]kko`Ylgmj]eglagfYdklYl]akYlYfq_an]flae]&>gj]pYehd]$ o`]f o] [jgkk Yjek$ o] Yj] af\a[Ylaf_ l`Yl o] \gfÍl `Yn] em[` oaddaf_f]kk lg \g kg% e]làf_gjkaehdql`Ylo]Yj][gd\& b)Eyes. O]klYl]gmjhj]k]f[]lggl`]jkoal`gmjdggck&Làkako`qo]mkmYddqlYdcYZgml g[mdYjZ]`Ynagmj&L`jgm_`l`]]q]ko]ljYfkealgmj]eglagfYdklYl]gjl`]afl]flagfko] `Yn]&>gj]pYehd]2eYaflYafaf_Ykl]Y\q_Yr]akYka_fg^l`j]Yllgl`]gl`]jafl]jdg[mlgj& Vocabulary Kinesis. ?j]]c ogj\ ^gj egn]% e]fl& Kiné. EafaeYd egn] l`Yl [Yf Z] h]j[]an]\ZqYh]jkgf& Kineme. Egn] gj k]im]f[] g^ egn]kl`Yl`Yn]kge]e]Yfaf_af l`][gfl]plafoà[ò]Yj]& c) Body contact.H`qka[Yd[gflY[lafngdn]kl`]]klYZdakè]flg^Yh`qka[Ydj]dYlagfkàhZ]l% o]]floggjegj]h]ghd]&L`jgm_àl$Ykljgf_]eglagfYddgY\akljYfkeall]\& Afl`]^gddgoaf_k][lagfko]oaddYfYdqk]af\]hl`l`]eYaffgf%n]jZYdY[lkl`Ylcaf]ka[kklm\a]k& A. Facial expression L`jgm_`l`]^Y[]$Yf\egj]kh][aâ[Yddq$l`jgm_`l`]_]klmj]ko]eYc]oalàl$o]ljYfkeal dYj_]Yegmflkgâf^gjeYlagf$]kh][aYddql`jgm_`l`]eyesYf\mouth$oà[`]phj]kk^]]daf_k gjYllalm\]kg^l`]k]f\]j& Do you know that...? 9[[gj\af_ lg j]k]Yj[`$ Y f]oZgjf [àd\ ak YZd] lg eaea[ l`] ]phj]% kkagfkg^kmjhjak]Yf\bgqg^Y^Y[] l`Ylakcfgoflgàegj`]j ]kh]% [aYddql`]egl`]j!& Activities 6. <ak[mkk oal` qgmj hYjlf]jk l`] af^gjeYlagf l`Yl l`] ^gddgoaf_dggckeYqljYfkeal2 a) Lg\g\_]l`]dggc^jgeYfgl`]jh]jkgf& b) Lg af[j]Yk] l`] Zdafc jYl] o`]f dggcaf_ Yl Y h]jkgf& Afj]dYlagflgZg\q[gflY[l$\gqgmcfgol`]e]Yfaf_ g^ l`] mkmYd _]klmj] g^ _anaf_ Y kdYh gf l`] ZY[c gj k`gmd\]jkg^kge]gf]79f\$af[gff][lagfoal``]Y\ egn]k$o`Ylakl`]e]Yfaf_g^dgo]jaf_gf]Ík`]Y\af ^jgflg^kge]gf]7 77 4 Non-verbal communication Examples J]Y\ làk [mjagmk l]pl j]dYl]\ lg l]]l` kead]$ l`jgm_` oà[` o] j]Y[`dYm_`l]j& Elisa’s laughter "=dakYoYkYfY\eafakljYlan]Ykkak% lYfl oal` hgkkaZadala]k lg Z] hjg% egl]\ lg ]p][mlan] k][j]lYjq af l`]kYd]k\]hYjle]fl&K`]gfdq`Y\ Y keYdd ^dYo2 o`]f k`] [jgkk]\ l`] l`j]k`gd\ Z]lo]]f kead] Yf\ dYm_`l]j$fglàf_[gmd\klgh`]j& Gf] egjfaf_$ =dakY oYk Yl `]j ogjchdY[] o`]f l`] h`gf] jYf_& K`] Yfko]j]\ Yf\$ Y^l]j _j]]% laf_$ k`] Ykc]\ o`g oYk [Yddaf_& 9l l`] ege]fl$ ]n]jqZg\q `]Yj\ Y dYm_` l`Yl l`]q Ydd a\]flaâ]\& @]j bgZ eYl]k o]j] Y[[mklge]\ lg `]Yj l`Yl dYm_`$ Zml làk lae] al oYk dgm\]j l`Yf fgjeYd& =dakY j]Y[l]\Yf\`Yf\]\l`]h`gf]lgY [gdd]Y_m]$ o`g Yhgdg_ar]\ lg `]j afl]jdg[mlgj Yf\ Yfko]j]\ hjg% h]jdq& O`]fl`]dYm_àf_âlhYkk]\$=dakY lgd\`]j[gdd]Y_m]kl`Ylo`]fk`] `]Yj\l`]fYe]g^l`]h]jkgfo`g h`gf]\ k`] [gmd\fÍl `]dh o`Yl `Yhh]f]\&:mlgflghg^l`Yl$k`] oYk Y dYZgmj afkh][lgj o`g oYf% l]\lgeYc]Ynakallgl`][gehYfq& Mf^gjlmfYl]dq ^gj `]j$ =dakY oYk fglhjgegl]\&@]jkmh]jnakgjYf\ l`]kYd]keYfY_]jYdkg`]Yj\&" Kgmj[]2La comunicación no verbal$ Zq9f\jkEf_m]rN]dY& L`] j]k]Yj[` [Yjja]\ gml Zq =ceYf [gf[dm\]\ l`Yl l`]j] Yj]seven basic emotions g^ l`] `meYfZ]af_l`Ylo]ljYfkeall`jgm_`^Y[aYd]phj]kkagf2 Bgq <ak_mkl KY\f]kk ;gfl]ehl >]Yj Kmjhjak] 9f_]j Gf]g^l`]egklaehgjlYflakkm]kafl`]YfYdqkakg^^Y[aYd]phj]kkagfkakl`]kead]&Alakgf] g^l`]_]klmj]kl`Yl[YfZ]]phj]kk]\oal`l`]egml`$oà[`hjgna\]kaf^gjeYlagfYZgmlY h]jkgfÍkegg\& L`mk$l`]j]Yj]loglqh]kg^smiles2 L`]simple smile oal`gmlk`goaf_l]]l`!&Aflmjf$al[Yf`Yn]2 – Low intensity:làklqh]g^kead]akn]jq[geegf\mjaf_l`]Y\gd]k[]f[]&AlljYfkealk afk][mjalq >a_&,&/&Y!& – High intensity:alakfgjeYddqmk]\lg_j]]lkljYf_]jk&AlljYfkealk[gfâ\]f[] >a_&,&/&Z!& L`] teeth smile `Yhh]fk o`]f o] k`go gmj mhh]j l]]l` >a_& ,&/&[!& Al ljYfkealk bgq& Al akl`]gf]o]mk]oal`h]ghd]o]ljmklgjaô]Yj]]pljgn]jl&Làkkead]akl`]jgY\lg dYm_`l]j$oà[èYqfglZ]Y[[]hl]\Zqkge][gehYfa]kgjaf[]jlYafogjckalmYlagfk& a) b) c) Fig. 4.7. a)Dgo%afl]fkalqkaehd]kead]&b)@a_`%afl]fkalqkaehd]kead]&c)L]]l`kead]& B. Looks Spanish assistant LYd q [geg g[mjj] [gf em[`Yk hYdYZjYk]faf_dk$lookhm]\]^mf% [agfYj [geg n]jZg g [geg fge% Zj] ÊeajYjË g ÊeajY\YË!& Hgj gljg dY\g$ ]d af_dk la]f] em[`kaegk n]jZgk \]fljg \]d [Yehg k]ef% la[g \] dY naklY2 to see n]j!$ to stare eajYj âbYe]fl]!$ to glance gto glimpse eajYjZj]n]e]fl]!g to gaze eajYj Y Yd_ma]f g Y Yd_g [gfYhj][ag!&Qj][m]j\Yim][mYf% \g]klgkn]jZgk`Y[]fj]^]j]f[aYY dYnaklY[Ykaka]ehj]nYfk]_ma\gk \]dYhj]hgka[afat. O]ljYfkealem[àf^gjeYlagfl`jgm_`l`]]q]k&L`]dggcaf\a[Yl]kl`Ylo]Yj]dakl]faf_lg gmjafl]jdg[mlgj3alakn]jq\a^â[mdllg]klYZdak`Ykeggl`[gfn]jkYlagfoal`gmldggcaf_Yll`] gl`]jh]jkgf& Aô]klYj]YlYh]jkgf\mjaf_Y[]jlYafh]jag\g^lae]$o]Yj]ljYfkeallaf_Yka_fg^`gkladalq Yf\]n]fegj]aô]\gfÍlcfgol`Ylh]jkgf!& Gfl`][gfljYjq$aô]dgo]jl`]_Yr]$o]ljYfkealYka_fgâfk][mjalqgjkmZeakkagf& L`]j]Yj] three kindsg^h]jkh][lan]k2 a)Work look:alg[[mjkafogjc]fnajgfe]flk&O]emkl]fkmj]l`Ylgmjdggc\g]kfgl^Ydd Z]dgol`]]q]d]n]dg^gmjafl]jdg[mlgj& b)Social look:gmjdggc^YddkZ]dgol`]]q]d]n]dg^gmjafl]jdg[mlgj& c)Intimate look: akkm]jÍk]q]k[gn]jl`]Zg\qg^àkgj`]jafl]jdg[mlgj& 78 Non-verbal communication 4 C. Position Positionakl`]oYql`]bodyY\Yhlko`]fklYf\af_$oYdcaf_$kallaf_gjdqaf_\gof&9ko]dd Yk_]klmj]k\g$l`]Zg\qhgkalagfYdkgkmhhgjlkn]jZYd[geemfa[Ylagf&>gj]pYehd]$a^qgm gZk]jn]Y[gfn]jkYlagf[Yj]^mddq$qgmoaddk]]l`Yll`]Zg\qhgkalagf[`Yf_]ko`]fl`]lgha[ \g]kgjo`]fafl]jdg[mlgjkklYjlgjklghlYdcaf_& Examples Receptive position Alj]^d][lkl`]]eglagfYdklYl]g^h]ghd]$]kh][aYddqa^l`]qYj]l]fk]gjj]dYp]\&9fpa]lq$^gj ]pYehd]$ eYq fgl Z] \]l][l]\ af qgmj ^Y[] gj nga[]$ Zml al [YfZ] k]]f af hgkalagf$ Yk l`] Yfpagmkh]jkgfoaddhjgZYZdq`Yn]Yja_a\hgkalagf&@go]n]j$a^làkh]jkgfakklgghaf_$làk e]Yfk\]hj]kkagfYf\kY\f]kk& Kh][aYdYll]flagfk`gmd\Z]hYa\lgl`]YfYdqkakg^d]_hgkalagfkYf\l`]]phj]kkagfl`jgm_` Zg\qegn]e]flk& a)Legs L`]j]Yj]eYfqhgkalagfkg^l`]d]_k$]Y[`gf]ljYfkeallaf_\a^^]j]fl^]]daf_k$]eglagfkgj egg\k&Afk`gjl$l`]qYj]2 – Crossed legs:alk`gokafk][mjalqgjk`qf]kk& – Semi-open legs:alk`gokafk][mjalq ^gj]pYehd]$o`]fo]kalgfY[`YajYf\hmlgmj ^]]lYjgmf\alkd]_k!& – Stretched legs:alk`gokYjjg_Yf[]& L`] aeY_] k`gok `go l`] k]f% \]j eYaflYafk Y hgkalagf g^ [dgk]% f]kk&E]Yfoàd]$l`]`Yf\kg^l`] j][]an]j^gjeYhgafl]\Yj[`$oà[` ]phj]kkj]khgfkan]f]kkYf\Yll]f% lagflgl`]k]f\]j$Yko]ddYk[gf% â\]f[]af`]jk]d^& – One leg in front and the other behind:alk`gokYklj]kkkalmYlagf& Case study 3. Positions and their meaning Afgmj[mdlmj]$hmllaf_qgmj^]]lgfl`]lYZd]ak[gfka\]j]\YkZY\eYff]jk& a) b) c) Solution2 a)9jjg_Yf[]& b)K`qf]kk& c)Afk][mjalq& Do you know that...? b)Body moves O`]flogh]ghd]k`Yj]l`]kYe]hgaflg^na]o$l`]aj^mf\Ye]flYdhgkalagfkYj]Ydkgk`Y% j]\2làkako`Ylo][Yddecho positions.L`YlaklgkYq$h]ghd]o`gk`Yj]l`]kYe]ghafagf gfYkh][aâ[lgha[lYc]kaeadYjhgkalagfk$Yf\o`]fgf]g^l`]e[`Yf_]kàkgj`]jeaf\$`] gjk`]oaddhjgZYZdqakkm]YhgklmjYdka_fYd$j]YjjYf_af_l`]Zg\qhgkalagf&Aô]hYqYll]f% lagflglàk\]lYad$o][YfgZk]jn]alafYfq\]ZYl]hjg_jYee]gjlYdck`gogfl]d]nakagf& @go]n]j$o`]floggd\^ja]f\kYj]Yj_maf_$l`]q[Yfc]]hkaeadYjhgkalagfkl`jgm_`gmll`] \mjYlagfg^l`]Yj_me]fl$oà[`à_`da_`lkl`]^Y[ll`Yll`]aj^ja]f\kàh\g]kfgl[`Yf_] ]n]fl`gm_`l`]q`Yn]\a^^]j]flghafagfk& Egkl h]ghd] klYjl oal` Y n]jq daeal]\j]h]jlgjqg^hgkalagfkYf\ [`Yf_] hgkalagf Y[[gj\af_ lg hj]% \a[lYZd]k]im]f[]k& >gj ]pYehd]$ o`]f o] _]l aflg Z]\ o] \g al YdoYqk af l`] kYe] hgkalagf$oà[àkmkmYddq\a^^]j]fl ^jge l`] hgkalagf af oà[` o] âfYddq^YddYkd]]h& 79 4 Non-verbal communication AfY[gfl]plafoà[ò]Yj]afY_jgmhg^l`j]]gjegj]h]ghd]$o]oaddmkmYddq\ana\]l`] gja]flYlagf g^ gmj Zg\a]k& Làk oYq$ ]Y[` h]jkgf oadd hdY[] l`] lgh g^ àk Zg\q ^Y[af_ gf] g^àk[gehYfagfkYf\l`]ZgllgehYjl^Y[af_l`]gl`]j&A^làk\g]kfglg[[mj$l`YlaklgkYq$ a^logh]ghd]klYf\]flaj]dq^Y[af_]Y[`gl`]j$l`]làj\h]jkgfogmd\^]]d]p[dm\]\$\]khal] l`]Yll]flagfhYa\lgaf[dm\]l`Ylh]jkgfafl`][gfn]jkYlagf& >afYddq$o][YfkYql`YlhgkalagfakYkh]jkgfYdYkYka_fYlmj]$Yf\akmkmYddqYj]^d][lagfg^ [`YjY[l]j&Làkako`qo]mkmYddqj][g_far]gmj^ja]f\k$]n]fYl_j]Yl\aklYf[]$kaehdqZ][Ymk] g^l`]oYql`]qoYdc& D. 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Functions of non-verbal communication Fgf%n]jZYddYf_mY_][Yf`Yn]\a^^]j]fl^mf[lagfk$af[dm\af_l`]^gddgoaf_2 Emphasizing verbal language&AddmkljYlgjkYj]g^l]fmk]\^gjlàkhmjhgk]$Yko]`Yn]k]]f Z]^gj]&>gj]pYehd]$egnaf_l`]`Yf\oàd]o]kYq_gg\Zq]]eh`Ykar]ko`Ylo]Yj]]p% hj]kkaf_afogj\k&L`YlaklgkYq$fgf%n]jZYd[geemfa[YlagfeYqe]j]dqj]h]Ylo`YloYk kYa\n]jZYddq& Expressing feelings and emotions&Al[geemfa[Yl]kgmjklYl]g^kY\f]kkgjbgq& Replacing words.Fgf%n]jZYdY[lkj]hdY[]n]jZYdY[lko`]fo]eYc]Y_]klmj]Yf\kYq fglàf_&>gj]pYehd]$l`][Yk]ko]`Yn]k]]fafl`]Z]_affaf_g^làkmfalo`]flYdcaf_ YZgml]eZd]ek$km[`Yko`]fkge]gf]Ykcko`]j]lgâf\kge]làf_Yf\o]hgafloal` l`]âf_]joal`gmlkh]Ycaf_&Aflmjf$Yfgf%n]jZYde]kkY_][Yfj]hdY[]Yn]jZYdgf]$^gj ]pYehd]$o`]fYh]jkgf[ge]k`ge]Y^l]jogjcYf\akYkc]\YZgmlàkgj`]j\YqYf\`] gjk`]kYqkfglàf_$Zmlmk]kYf]phj]kkagfl`Ylj]hdY[]kl`]klYl]e]fl"A`Y\Y\akYkljgmk \Yq"& Guiding the way in which verbal message should be interpreted. L`]kYe][gfl]fleYq Z]afl]jhj]l]\af\a^^]j]floYqk\]h]f\af_gfl`]ngdme]Yf\l`]nga[]lgf]gj_]klmj]k& Kgaô]kYq";ge]"oal`Ydgm\lgf]Yf\Yà_`ngdme]$o]oadd_an]Yfgj\]j3Zmlaô] kYqalafYko]]llgf]Yf\Ydgongdme]$o]Yj]afnalaf_l`]dakl]f]jlgYhhjgY[`mk& Fig. 4.11. 9kl`]kYqaf__g]k$Yha[lmj] akogjl`Yl`gmkYf\ogj\k$Yf\kgYj] ]phj]kkagfk& Possible conflict with verbal communication. Fgf%n]jZYdka_fYdkemklZ][gfkakl]floal` l`]n]jZYd[gfl]flg^l`]e]kkY_]kgl`Ylal[YfZ]\][g\]\Y[[mjYl]dq&L`]j]^gj]$Yfgf% n]jZYde]kkY_][Yf[gfljY\a[lYn]jZYde]kkY_] Yko`]fo]kYqkge]làf_Yf\$l`jgm_` _]klmj]k$o]km__]klgl`]joak]!&Làkakl`][Yk]o`]fYh]jkgfemklkh]YcafhmZda[Yf\$ \]khal]`Ynaf_Yko]YlqZjgoYf\lj]eZdaf_d]_kYf\cf]]k$`]gjk`]kYqk2"AÍefglf]j% ngmk"& Regulating communication.Fgf%n]jZYde]kkY_]kj]_mdYl]l`]n]jZYde]kkY_]o`]fo] mk]_]klmj]klg`gd\Y[gfn]jkYlagf&L`mk$a^YhYjla[ahYflafY[gfn]jkYlagfZYf_kgfl`] lYZd]$`]gjk`]akk]llaf_l`]j`qlèg^Y[gfn]jkYlagf&Aflàkk]fk]$kge]lae]ko]eYc] bm\_e]flkYZgmll`]j]_mdYlgjqYZadalqg^gl`]jh]ghd]$km[`Yk"lYdcaf_lgàeakdac]lYdcaf_ lgYZja[coYdd"gj"o`]fk`]kh]Yck$k`]\g]kfÍld]ll`]qgm_]lYogj\af[gfn]jkYlagf"& Activities 12. FYe]k]n]jYd]pYehd]kafoà[`qgm[Yfk]]]Y[`g^l`]^mf[lagfkg^fgf%n]jZYd [geemfa[Ylagf& Case study 4. Functions of non-verbal communication R e p l a c i n g words or exp r e s s i o n s : làk \jYoaf_ l j Y f k e a l k l`]^Y[ll`Yl "alÍk klYjlaf_ lgjYaf"& 84 E x p r e s s i n g feelings: làk lae]$l`]\jY% oaf_\]ha[lkY k]fk]gôgf% \]j gj h]jhd]% palq& Guiding verbal communication: af làk[Yk]$l`]\jYoaf_`]dhkmkafl]jhj]l n]jZYd[geemfa[Ylagf l`jgm_`[dgl`]k gjY`Yf\_]klmj]!& Non-verbal communication 4 Summar y It is the set of messages sent through gestures, positions, facial expressions or body movements. Factors related to verbal language (paralanguage) Personal image Factors related to behaviour Proxemics Body language Non-verbal communication Functions of non-verbal communication r r r r r r Tone Communication element that relates feelings and their expression in words. Rate Verbal fluency that a person has. Volume Intensity with which someone speaks. Silences Breaks made in verbal communication. Timbre Register to distinguish one person from another. Facial expression Information transmitted through the expression of the face. Look Information transmitted through the expression of the eyes. Position Body moves that go with verbal communication. Gestures Visual stimuli that are sent to the person you are speaking to. Proximity Analysis of the space surrounding people in their communication with others. This is the style of a person: clothes, physical features, gestures, walking ways, movements, and so on. Emphasizing verbal language. Expressing feelings and emotions. Replacing words. Guiding the way the verbal message should be interpreted. Contradicting verbal communication. Regulating communication. 85 4 Non-verbal communication Test review 1. HYjYdYf_mY_]2 a) AkY^gjeg^gjYd[geemfa[Ylagf& b) Akl`]klm\qg^`meYfZg\qegn]k& c) AkY^gjeg^n]jZYd[geemfa[Ylagf& d) Klm\a]kl`]nga[]lgf]kgjngdme]& 2. O`]fqgmÍj]_anaf_Ykh]][`Yf\qgm[d]f[`qgmjâkl$qgm Yj]mkaf_2 a) 9f]eZd]e& b) 9faddmkljYlgj& c) 9j]_mdYlgj& d) Fgf]g^l`]YZgn]& 3. 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L`]nga[]lgf]akklm\a]\Zq2 a) Caf]ka[k& b) Hjgp]ea[k& c) HYjYdYf_mY_]& d) 9ddg^l`]YZgn]& 3. 9[[gj\af_lg=ceYfYf\>ja]k]f$o`YlnYjaYZd]kaf^dm]f[] fgf%n]jZYdY[lk7 11. <]âf]hYjYdYf_mY_]& 4. Af\a[Yl]oà[`g^l`]^gddgoaf_[Yl]_gja]k\gfglZ]dgf_lg fgf%n]jZYdka_fk2 12. Oà[` g^ l`] ^gddgoaf_ klYl]e]flk [gf[]jfaf_ hYjYdYf% _mY_]akgjYj]^Ydk]7 a) =eZd]ek& a) L`]Yk[]f\af_lgf]km__]klkkYj[Ykegjajgfq& b) AddmkljYlgjk& b) L`]jYl]akl`]n]jZYd^dm]f[qg^kge]gf]Ík]phj]kkagf& c) 9\Yhlgjk& c) 9à_`ngdme]af\a[Yl]kYml`gjalq$k]d^%[gfâ\]f[]$Yf\ [geeYf\g^l`]kalmYlagf& d) Af\a[Ylgjk& e) J]_mdYlgjk& 5. <]âf]l`][gf[]hlg^]eZd]e& 6. ;gehd]l]làkk]fl]f[]2l`]mkmYd_]klmj]g^kYqaf_"fg" gj"q]k"oal`qgmj`]Y\ak&&& 7. A^qgmlgm[`qgmj[àfafY[gfn]jkYlagf$o`Yl]d]e]flg^ fgf%n]jZYd[geemfa[YlagfYj]qgmmkaf_7 d) Kad]f[][YfZ]]phj]kk]\f]_Ylan]dqgjhgkalan]dq& e) L`]nga[]lgf]Yddgokmklgj][g_far]Yh]jkgfaee]% \aYl]dq& 13. <]âf]caf]ka[k& 14. Daklkge]Y[lkklm\a]\afl`]caf]ka[k& 15. Af\a[Yl]a^l`]^gddgoaf_klYl]e]flkYZgmlhjgp]ea[kYj] ljm]gj^Ydk]2 Differentiating between the concepts of body language, paralanguage and proxemics a) ;mdlmj]gjjY[]g^h]ghd]oaddaf^dm]f[]l`]mk]g^Ydgf_ gjk`gjl\aklYf[]& 8. Oà[àkl`][Yl]_gjqg^l`]_]klmj]kZ]dgo7 b) 9fqh]jkgf[YfafnY\]l`]danaf_khY[]g^Yfgl`]j& a) <mjaf_ Y bgZ afl]jna]o$ Y qgmf_ ogeYf ak [gfklYfldq lgm[àf_`]j`Yaj& c) AfY[gfn]jkYlagf$9f_dg%KYpgfkYj]kg[dgk]l`Yll`]q Ydegkllgm[`]Y[`gl`]j& b) 9klm\]fl_g]klgl`]ZdY[cZgYj\lgkgdn]YfY[[gmflaf_ [Yk]klm\q$Zml`]\g]kfÍlcfgo`golgklYjlYf\k`jm_k àkk`gmd\]jk& d) H]jkgfYd\aklYf[]akj]k]jn]\^gj^YeadqYf\[dgk]^ja% ]f\k& c) 9klm\]flakYZgmllgklYjlYl]klYf\[YfÍl`]dhZalaf_ àkfYadk& d) Log ]flj]hj]f]mjk `Yn] bmkl [dgk]\ Y \]Yd Yf\ k`Yc] `Yf\k& e) 9lYe]]laf_$YeYfoYflklgafl]jn]f]Yf\jYak]kàk `Yf\& f) AfYl]d]nakagf[gfl]kl$l`]oaff]jeYc]kl`]ka_fg^na[% lgjqZ]af_gf[Ye]jY& 9. H]jkgfYdkhY[]akYfYdqk]\Zq2 e) O`]fo]\gfÍlcfgo$\gfÍldac]gj\gfÍlljmklgmjafl]j% dg[mlgj$gmjkhY[]ak_j]Yldq]pl]f\]\& f) >Yadmj]lgj]kh][ll`]danaf_khY[]Yh]jkgf[YfeYc]gmj afl]jdg[mlgj^]]dYllY[c]\& 16. 9j]Ykad]f[]Yf\Yka_`l`]kYe]làf_7 17. 9[[gj\af_lghYjYdYf_mY_]$o`Yl\g]kY\]k[]f\af_nga[] lgf]g^]phj]kk7 Assessing the importance of aspects such as tone, rythm, looks, etc. in the communication process a) Caf]ka[k& 18. O`YlakYlY[`qh`]ea[h]jkgf7 b) Hjgp]ea[k& 19. O`Yl\g]kYdgonga[]ngdme]af\a[Yl]7 87 4 Non-verbal communication Ch ec k your lear ning 20. K]d][ll`]k]n]fZYka[]eglagfk^jgelàkdakl2 a) Bgq& b) Halq& c) >]Yj& d) J]hmdkagf e) ;gfl]ehl& f) 9f_]j& g) =p[al]e]fl& h) Kmjhjak]& 29. Oà[`g^l`]k]klYl]e]flkYZgmlh]jkgfYdaeY_]ak[gjj][l7 a) L`][gf[]hlg^h]jkgfYdaeY_]gfdqj]^]jklg`goYh]j% kgf\j]kk]k& b) L`] h]jkgfYd klqd] g^ gmj hjanYl] Ykh][l emkl Z] l`] kYe]Ykgmjhjg^]kkagfYdklqd]& c) A^gmjYhh]YjYf[]\g]kfglâlY_an]fkalmYlagf$làkeYq j]kmdlafafk][mjalqYf\k`qf]kkYkYoYqg^[geh]fkY% laf_l`]dggco]`Yn]& d) L`]]pl]jfYdYkh][lg^Yh]jkgf\g]kfglàf_lg[ge% emfa[Ylagf& i) KY\f]kk& 30. O`YlakY\j]kk[g\]7 j) @gh]& Analysing the functions of non-verbal communication k) J]egjk]& 31. Dakll`j]]g^l`]^mf[lagfkl`Ylfgf%n]jZYd[geemfa[Ylagf eYq`Yn]& l) HYfa[& m) <ak_mkl& n) ?jYlalm\]& 21. O`YlYj]l`]\a^^]j]fllqh]kg^kead]k7 22. ;gehd]l]2l`]dggcl`Yl^YddkZ]dgol`]]q]kg^l`]h]jkgf o]Yj]lYdcaf_lgak&&& 23. @googmd\qgm\]âf]hgkalagf7 24. Kh]Ycaf_g^hgkalagfk$a^logh]ghd]k`Yj]l`]kYe]gha% fagfÁ 25. O`Ylka_fk[YfZ]ljYqYdaYj7EYjcl`]^Ydk][`ga[]2 32. ?an]Yf]pYehd]afoà[`fgf%n]jZYd[geemfa[Ylagf[Yf [gfljY\a[ln]jZYd[geemfa[Ylagf& 33. Af\a[Yl]l`]^mf[lagfg^fgf%n]jZYd[geemfa[Ylagfafl`] ^gddgoaf_]pYehd]k2 a) O]Yj]Yf_jqYlY[gdd]Y_m]Yf\l`]j]^gj]o][`Yf_] gmjnga[]lgf]o`]fo]lYdclgàe& b) O]]phdYaflgkge]gf]l`Yllg_glgl`]klYlagf`]gj k`]`Yklglmjfd]^lYll`]kYe]lae]l`Ylo]hgaflaf l`]ja_`l\aj][lagf& a) JmZZaf_l`]]Yj& c) O]`Yn]bmklZ]]f_an]fY_a^lYf\o]k`go_jYlalm\] oal`YZa_kead]& b) 9nga\af_]q][gflY[llgYfgl`]jh]jkgf& d) O]oYfllghYjla[ahYl]af[dYkkYf\jYak]gmj`Yf\& c) JmZZaf_`Yf\klg_]l`]j& e) O]k`goYn]jqk]jagmk^Y[aYd]phj]kkagf$Zmlo`]fo] Yj]Ykc]\o]kYql`Ylo]Yj]fglYf_jq& d) JmZZaf_l`][àf& 26. O`Yl^Y[lgjkaf^dm]f[]\aklYf[]7 a) <j]kkeYff]jk$Y_]Yf\k]p& f) O]âfak`]\\aff]jYlYj]klYmjYflYf\eYc]Yojalaf_ _]klmj]lgl`]oYal]jlgaf\a[Yl]l`Ylo]oYfll`]Zadd& 34. EYl[`l`]^gddgoaf_[gf[]hlk2 b) H]jkgfYdalq$[mdlmj]Yf\l`]\]_j]]gâflaeY[q& c) L`]hmjhgk]g^l`]e]]laf_$Y_]Yf\l`]dY[cg^`q_a]f]& Lgf]k H]jkgfYdaeY_] 27. O`Ylcaf\g^\aklYf[]akmk]\mk]\afe]]laf_koalògjc ^]ddgokgjaff]a_`Zgmj`gg\e]]laf_k7 Kaehd]kead] Caf]ka[k 28. Kg[aYd\aklYf[]akl`]gf]l`Yl2 :g\qhgkalagf HYjYdYf_mY_] ;dgl`]k Hjgp]ea[k Kg[aYd\aklYf[] =eZd]ek d) L`]kh]][`Yf\l`]dYf_mY_]& a) G[[mjkZ]lo]]feYfY_]jkYf\]ehdgq]]k$^gj]pYehd]& b) G[[mjkYegf_h]ghd]l`Ylcfgo]Y[`gl`]jZmlYj]fgl [dgk]& c) G[[mjkafkh]][`]k$[gf^]j]f[]kgje]]laf_k& d) G[[mjkafaflaeYl][gfn]jkYlagfk& 88 L`meZkmh LY[`qh`]ea[ Unit 5 Oral communication In this unit you’ll learn how to: A\]fla^ql`]]d]e]flkg^gjYd [geemfa[Ylagfafl`]e]kkY_]k ljYfkeall]\& J][g_far]l`]\a^^]j]fl^gjek g^gjYd[geemfa[Ylagf& H]j^gje[geemfa[Ylagfoal`[dYjalq$ Y[[mjY[q$[gmjl]kq$j]kh][lYf\k]fkalanalq& 9fYdqk]l`]egkl[geegf eaklYc]kl`Ylg[[mjafgjYd [geemfa[Ylagf& 9hhdql][`faim]klgj]\m[] eaklYc]kafgjYd[geemfa[Ylagf& And you’ll study: L`][`YjY[l]jakla[kg^gjYd [geemfa[Ylagf& @golghjgh]jdqhj]hYj] YfgjYde]kkY_]& L`]\a^^]j]fll][`faim]kYhhda]\ lggjYd[geemfa[Ylagf& @golgdakl]fafgj\]jlg aehjgn][geemfa[Ylagf& @golgYkcim]klagfk$aehjgn] ^]]\ZY[cYf\gZlYafl`]Yll]flagf g^l`]afl]jdg[mlgj& @golg[geemfa[Yl]Ykk]jlan]dq& 5 Oral communication 1. Oral expression Vocabulary Courtesy.K]lg^n]jZYdYf\fgf% n]jZYd]phj]kkagfkl`YlYj]mk]\ lgYnga\gjeala_Yl][gf^da[lkl`Yl eYqYjak]Yegf_afl]jdg[mlgjk& Af hj]nagmk mfalk o] `Yn] klm\a]\ l`] [geemfa[Ylagf hjg[]kk af _]f]jYd$ Yf\ Yhhda]\ lg l`][gehYfq&Aflàkmfalo]oadd\ak[mkkl`][geemfa[Ylagfl`YllYc]khdY[]Zqoral means$ ]kh][aYddql`Ylg[[mjjaf_within the company& O`]f o] j]^]j lg expression or oral communication, l`] egkl aehgjlYfl làf_ ak l`]e]\amegj[`Yff]dl`Ylakmk]\lgljYfkeal2l`]spoken word&AfgjYd[geemfa[Ylagf$l`] l]jeinterlocutorsakg^l]fmk]\lgj]^]jlgl`]k]f\]jkYf\j][]an]jkg^[geemfa[Ylagf& Dialectics. L`] Yjl g^ \aYdg_m]$ Yj_me]flYlagfYf\\ak[mkkagf& Eloquence. )& 9Zadalq lg kh]Yc gj ojal] ]^^][lan]dq lg \]da_`l$ egn]gjh]jkmY\]&*&=^â[Y[qlg h]jkmY\] gj egn] oal` ogj\k gj_]klmj]kYf\Yfqgl`]jY[lgj làf_ [YhYZd] g^ ]phj]kkaf_ kg% e]làf_ nana\dq& L`] ]dgim]f[] g^^Y[lkgjâ_mj]k& Grammar. 9jl g^ kh]Ycaf_ Yf\ ojalaf_YdYf_mY_][gjj][ldq& Oratory. 9jl g^ kh]Ycaf_ ]dg% im]fldq& Rhetoric. 9jlg^hjgh]jkh]Ycaf_$ gêYcaf_ojall]fgjkhgc]fdYf% _mY_] ]^^][lan] ]fgm_` lg \]% da_`l$h]jkmY\]gjegn]& Afl]jdg[mlgjkeYqZ]hj]k]fl$Yf\làkako`Ylo][Yddface-to-facegjYd[geemfa[Ylagf3a^ l`]qYj]k]hYjYl]\^jge]Y[`gl`]j$o]j]^]jlgdistancegjYd[geemfa[Ylagf& O`]f[geemfa[Ylagfakface-to-face$o`Ylo]kYqakkmhhgjl]\gjeg\aâ]\Zqgmj_]klmj]kgj Yllalm\]k&L`YlaklgkYq$l`]j]akYfgf%n]jZYdgjYd[gehgf]flaf[geemfa[YlagfeY\]afh]jkgf& L`]egkl[geegf^gjeg^gjYd[geemfa[YlagfakYdialogue$Zmll`]j]Yj]gl`]jkkm[`Yk\]% ZYl]k$[gf^]j]f[]k$afl]jna]ok&&&=Y[``Ykalkgof[`YjY[l]jakla[k$oà[ò]oaddd]Yjfl`jgm_`% gmll`]mfal& O`]fo][geemfa[Yl]gjYddqo]emklZ][d]YjYZgmlo`qo][geemfa[Yl]3o]emklcfgo o`Ylo]oYfllgY[à]n]Yf\o`Ylo]oYflgmjj][]an]jklg\ggj^]]ddYl]j&L`mk$o][YfkYq l`Yll`]goalsg^Zgl`dYf_mY_]Yf\gjYd[geemfa[YlagfYj]2 J]hgjl%l]Y[`%ljYaf& KlaemdYl]%]f[gmjY_]%eglanYl]& H]jkmY\]%[gfnaf[]& >af\gml%\ak[mkk%f]_glaYl]& 9emk]%]fl]jlYaf& O`Yl]n]j gmj _gYd af [geemfa[Ylaf_ l`jgm_` dYf_mY_] ak$ o] YdoYqk ljq lg af^dm]f[] j][]an]jk$Yf\làk[YfZ]Y[à]n]\Zql`j]][gehd]e]flYjqoYqk2 L`jgm_` gmj Z]`Ynagmj$ mkaf_ gmj [j]\aZadalq lg aehjgn] l`] ]^â[a]f[q g^ gmj hgo]j g^ h]jkmYkagf& 9\Yhlaf_lgl`]egg\gj]eglagfkg^l`]Ym\a]f[]& Mkaf_Ye]kkY_]l`Ylh]jkmY\]kZqalk]d^& Activities 1. O`Yl\gqgmlàfcYZgmll`]^gddgoaf_klYl]e]fl7"L`] ljmlògjckZqalk]d^$Zmlda]kYj]gfdqkmklYaf]\l`jgm_` Yj_me]flYlagf l][`faim]k l`Yl \aklgjl ^Y[lk"& <ak[mkk làklgha[af[dYkk$lYcaf_aflgY[[gmfll`]l`j]]oYqkg^ af^dm]f[af_afl]jdg[mlgjkl`YlqgmYdj]Y\qcfgo& 2. L`] gZb][lan]k g^ gjYd [geemfa[Ylagf Yj] g^l]f eap]\ lg_]l`]jafl`]n]jqY[lg^[geemfa[Ylagf&O`YlYj]l`] _gYdkg^Ykg[[]j[gY[ò`]f`]e]]lkàkhdYq]jk\mjaf_ `Yd^lae]afl`][`Yf_af_jggeYf\eYc]kYkmeeYjqg^ l`]âjkl`Yd^Yf\hj]hYj]kl`]k][gf\`Ydôal`l`]e7 1.1. Requirements and characteristics GZnagmkdq$l`]ZYka[j]imaj]e]fl^gjgjYd[geemfa[YlagfakYsituationo`]j]l`]j][]an]j Yf\l`]k]f\]jljYfkealaf^gjeYlagfmkaf_kh]][`&@go]n]j$km[`ljYfkeakkagfgâf^gjeYlagf \g]kfgl_mYjYfl]]l`Yl[geemfa[YlagflYc]khdY[]keggl`dq$Ykalakf][]kkYjqlg[gehdq oal`[]jlYafj]imaj]e]flkgjhj]eak]k& >ajklg^Ydd$o]emklYfYdqk]l`]communicative situation: Intentionsg^k]f\]jYf\j][]an]j& RelationshipZ]lo]]fafl]jdg[mlgjk& Spaceo`]j][geemfa[YlagflYc]khdY[]& Timel`Ylo]`Yn]lglYdc& 90 Oral communication ;d]Yjdq$làkhjg[]kkeYc]kegj]k]fk]af^gjeYdl`Yfafaf^gjeYdkalmYlagfk&@go]n]j$alak mk]^mdafYfq[Yk]& Do you know that...? O`]f [gf\m[laf_ Yf gjYd [geemfa[Ylagf$ al ak aehgjlYfl lg avoid the barriers o] lYdc]\ YZgmlafMfal*&>gjlàkhmjhgk]$o]emkl^gddgol`]k]recommendations^gj]Y[`]d]e]fl g^l`][geemfa[Ylagfhjg[]kk2 Transmitter Receiver Message Context 5 9fillerakYogj\gjk]fl]f[]l`Ylak ^j]im]fldqj]h]Yl]\YkYZY\`YZal& Kge]lae]k$ âdd]jk Yj] l`] j]kmdl g^f]jn]k$Yf\afgl`]j[Yk]kl`]q Yj]mk]\lgâdd_Yhk$mf[]jlYafla]k gj gl`]j afY\]imY[a]k af l`] e]% kkY_]&Lqha[Yddq$âdd]jkYj]kgmf\k$ kaf_d] ogj\k gj k]fl]f[]k ]`&&&$ `me&&&$ ja_`l7$ o]dd&&&!$ Zml l`]q eYqYdkgZ]Zg\q%lqh]âdd]jk$l`Yl ak lg kYq$ _]klmj]k h]j^gje]\ Zq l`]k]f\]jg^l`]e]kkY_]& LjYfkeal[j]\aZadalqYf\[YhYZadalq& @Yn]Yja[`ng[YZmdYjqYf\]phj]kkan]j]kgmj[]k& Dakl]fhjgh]jdqYf\hjgna\]^]]\ZY[c& ;d]Yj$f]YlYf\Y[[mjYl]& GZb][lan]$Y[[gj\af_lgl`]\YlY& 9\YhlYlagfg^l`]e]kkY_]lgl`][gfl]plg^l`]j][]an]j& Table 5.1. J][gee]f\Ylagfk^gjgjYd[geemfa[Ylagf& Aflmjf$gjYd[geemfa[Ylagf`Yk[]jlYafadvantagesYf\disadvantages: Advantages of oral communication Disadvantages of oral communication Kh]]\& L`]e]kkY_]eYqZ]kmhhgjl]\Zqfgf%n]jZYd ]d]e]flk& L`]e]kkY_]emklZ]mf\]jklgg\aee]\aYl]dq& Alj]imaj]kegj]Yll]flagf^jgeafl]jdg[mlgjk& Alhjgna\]k^]]\ZY[c& Activities 3. Daklân]hgkkaZd]lqh]kg^gjYdâdd]jkYf\l`j]]Zg\q%lqh]âdd]jk&<gqgmmk]kge] lqh]g^âdd]jo`]fqgmkh]Yc7 4. <gqgmlàfcl`Yll`]j]kge]akkm]kl`YlemklZ]\]Ydloal`lYdcaf_afkl]Y\gôjalaf_7 O`q7=phdYafqgmjYfko]j& 1.2. Developing an oral message Fig. 5.1. @Ynaf_Y\jY^llg_an]Yd][lmj] eYc]kalem[`]Yka]j& Kge]lae]k o] emkl aehjgnak] gmj gjYd e]kkY_]k$ Zml fgjeYddq$ af Y\\alagf lg l`] YZgn] j][gee]f\Ylagfk$o]emklgj_Yfar]Yf\afljg\m[]gmja\]Ykhjgh]jdq& L`]j]^gj]$fgoo]oaddd]Yjfl`]kl]hkYf\_ma\]daf]klg^gddgolg]fkmj]l`YlgjYd[geemfa% [Ylagfakkeggl`Yf\mf\]jklYf\YZd]& A. Stages of development O`]f\]n]dghaf_l`]gjYde]kkY_]$o][Yfa\]fla^qk]n]jYdconsecutive stages: Situation analysis: What is the purpose of communication? Why is it necessary? What is the audience of the message? How can I communicate effectively in that situation? Plan the speech Prepare the topic: information, specific language, etc. Avoid repetition of ideas Make a draft (Fig. 5.1) of what is going to be explained, as it has the following advantages: Eliminate confusion Organize the required support or complementary material: the draft itself, notes, outlines, audiovisual presentations, etc. Allow a clear expression: structuring ideas 91 5 Oral communication Formulate or structure the message Make a brief and appealing introduction to arouse interest of the listeners, which may include a summary of the topics. It can be used to define or clarify new or unfamiliar terms that will be used. The exposition itself Conclusion or summary of the basic ideas Simplify sentence structure Avoid all noise words Speak accurately Do not use routine expressions and formulas Avoid fillers, pauses and repetitions Self-correction Clarify and refine the meaning of what is meant Speak clearly Repeat and summarize the most important ideas Restate what has been said if it was not clear Customize the message to the receiver or receivers and use a vocabulary that is known to them Transmit the message Search for appropriate topics for each situation Start or suggest a topic Develop a topic Handle the topic in a dialogue End a conversation Lead the conversation to a new topic Diverting or avoiding a conversation topic Relate a new topic with an old topic Use the time to say everything that is deemed necessary State that we want to intervene (with gestures, sentences) Choose the right time to intervene Interact with other interlocutors Effective use of the right to speak Notice when an interlocutor wants to speak Give the right to speak to an interlocutor at the right time Stick to the conventions of the type of speech (subject, structure, etc.) Control voice: intonation, volume, pitches, tone Non-verbal aspects Use appropriate non-verbal codes: gestures and movements Control the look: addressed to interlocutors Receive feedback Mark the beginning and end of the speech As we saw in Unit 2, feedback is essential for effective communication to exist Activities 5. Af_jgmhk$hj]hYj]YfgjYdhj]k]flYlagfYZgmlbgZghhgjlm% fala]kg^l`]ng[YlagfYdljYafaf_[gmjk]qgmYj]klm\qaf_&Lg \glàk$^gddgol`]k]kl]hk2 a) 9fYdqkakg^l`]kalmYlagf& b) Hj]hYjYlagfg^l`]kmZb][l& c) Hj]hYjYlagfg^Y\jY^l& d) Hj]hYjYlagfg^kmhhd]e]flYjqeYl]jaYd& e) =phgkalagf& 92 6. O] emkl YdoYqk ljq lg [geemfa[Yl] gjYddq oal` [gjj][lagf$ Zml kge]lae]k o] eYq mk] Y j]dYp]\ hjgfmf[aYlagf$_]f]ja[Yf\^YeadaYjng[YZmdYjq$af^gjeYd kqflYp mfâfak`]\ ]phj]kkagfk gj \ak[gj\Yfl k]fl]f[]k Z]lo]]fkmZb][lYf\n]jZ!gjY\aj][lYf\^d]paZd]Yllalm\]& Af qgmj ghafagf$ af oà[` gjYd [geemfa[Ylagfk eYq làk `Yhh]f7 Oà[` g^ l`] _ma\]daf]k l`Yl o] `Yn] k]]f af làk k][lagf Yj] o] Zj]Ycaf_ oal` ]Y[` g^ l`]k] eaklYc]k7 Oral communication 5 B. Accuracy and clarity in the message 9k ]phdYaf]\ kg ^Yj$ l`] eYaf ^]Ylmj]k gj [`YjY[l]jakla[k l`Yl Yf gjYd e]kkY_] emkl e]]l k`gmd\Z]Y[[mjY[qYf\[dYjalq& Af Mfal * o] \ak[mkk]\ l`] hjgb][l]\ e]kkY_]$ l`] e]kkY_] ljYfkeall]\ Yf\ l`] e]k% kY_] j][]an]\$ Yf\ o] kYa\ l`Yl l`]j] o]j] \a^^]j]f[]k Z]lo]]f l`]e Yk Y j]kmdl g^ l`] hjgZd]ekg[[mjjaf_afl`]klY_]kg^]f[g\af_Yf\\][g\af_&:qY[[mjY[qo]j]^]jlgl`][gjj][l ]f[g\af_ g^ l`] e]kkY_]$ kg l`Yl l`] ogj\k l`Yl o] mk] Yj] l`] YhhjghjaYl] gf]k ^gj l`] ljYfkeall]\Yf\l`]hjgb][l]\e]kkY_]lgeYl[`Ykem[`YkhgkkaZd]& L`mk$l`]^gddgoaf_recommendationseYq`]dhmk\]n]dghYfaccurate message: Do you know that...? O] j]^]j lg demagogy o`]f Y kh]Yc]j ]kh][aYddq Y hgdala[aYf! lja]k lg _Yaf hgo]j Zq Yhh]Ydaf_ lgl`]hj]bm\a[]k$]eglagfk$^]Yjk$ nYfala]k Yf\ ]ph][lYlagfk g^ l`] hmZda[& Kge] g^ l`] lY[la[k mk]\ Zq \]eY_g_m]k Yj] \][]al$ eYfahmdYlagf g^ e]Yfaf_ gj \an]jkagfYjq lY[la[k$ ^gj ]pYehd]& LjYfkealgf]a\]Yh]jk]fl]f[]$gjk]n]jYdk]fl]f[]klggf]a\]Y$Zmlf]n]j\a^^]j]fla\]Yk afgf]k]fl]f[]& Mk] Y dYf_mY_] l`Yl eYl[`]k l`] a\]Y l`Yl o] ljq lg ljYfkeal Ynga\af_ nY_m]f]kk$ ]pY__]jYlagfkYf\âdd]jk& L`] gl`]j ZYka[ j]imaj]e]fl ^gj gjYd [geemfa[Ylagf ak [dYjalq& 9 [d]Yj ]phgkalagf j]imaj]k [d]Yja\]Yk$Yf\l`]^gddgoaf_recommendationseYq`]dhmkgZlYafY clear message: Use explanations about specific cases, rather than relying on abstractions&>gj]pYehd]2 "O]f]]\YfY[[gmflaf_kg^loYj]Ykl`]gf]l`Ylgmj[geh]lalgjk`Yn]"$afkl]Y\g^"Aô] bmkl`Y\kge]làf_l`Ylogmd\`]dhoal`Y[[gmflaf_&&&"& Express our intentions&>gj]pYehd]2"O]oaddf]]\Ydgf_]jhYqe]flh]jag\"$afkl]Y\g^ "O]eYq[gfka\]jgmjj]dYlagfkàhoal`kmhhda]jk"& Establish connections among the approaches that we have introduced& >gj ]pYehd]2 ";geemfa[YlagfZql]d]h`gf]akgfdqY^gjeg^gjYd[geemfa[Ylagf$l`][`YjY[l]jakla[k g^ oà[` o] `Yn] Ydj]Y\q klm\a]\"$ afkl]Y\ g^ "9fgl`]j ^gje g^ [geemfa[Ylagf ak l`] l]d]h`gf]"& Try to summarize as much as possible&>gj]pYehd]2"L`]eYafafl]jfYd[geemfa[Ylagf \YlYYj]&&&"$afkl]Y\g^"O][Yfdakll`]egklj]d]nYfl\YlYg^l`][geemfa[Ylagfkg[[mj% jaf_Yegf_]ehdgq]]kg^l`][gehYfq$km[`Yk&&&"& Select support materials carefully and make sure that we know how to use them&>gj ]pYehd]$ af Y [gf^]j]f[]$ l`] kh]Yc]j mk]k Y Hgo]jHgafl¡ hj]k]flYlagf$ Zml `] \g]kfÍl cfgo`golgegn]^jgegf]kda\]lgYfgl`]jYf\emklYkc^gj`]dh& Relate ideas of the message to other general ideas&>gj]pYehd]$l`]kh]Yc]jmk]kl`] ]pYehd]g^\jYoaf_Yh]fkagflg]phdYafl`]hjg[]\mj]g^YâfYf[aYdaf[ge]& Web ;`][cl`]k]dafck[gflYafaf_af^gj% eYlagfl`Ylakj]imaj]\lgh]j^gje Ykm[[]kk^mdgjYd[geemfa[Ylagf2 ht tp://agrega.educa.jc yl .es/ visualizar/es/es-cl_ 2010031512 _9113946/false ht tp://agrega.educa.jc yl .es/ visualizar/es/es-cl_2010031512 _9112507/false Activities 7. Hj]hYj]Y\aYdg_m]oal`l`]^gddgoaf__ma\]daf]k2gf]h]jkgf ]phdYafklgYfgl`]jl`][gfl]flkl`YlYj]klm\a]\afl`]Ng% [YlagfYdLjYafaf_;gmjk]g^9\eafakljYlagfYf\>afYf[]$Yf\ l`]gl`]jh]jkgfeYc]kim]klagfkYZgmllàk&QgmeYqmk] l`]j]kgmj[]kqgmoYfllgeYc]l`]e]kkY_][d]Yj&QgmeYq YdkglYdcYZgmll`]bgZghhgjlmfala]kg^làk[gmjk]$Yf\kggf& 8. L`]kh]Yc]j`YkeYfqYnYadYZd]j]kgmj[]klgkmhhgjll`] e]kkY_]&EYl[`]Y[`j]kgmj[]oalàlk\]âfalagf2 N]jZYdkmhhgjlZYk]\gf]ph]ja]f[]k& <]k[jahlagfk& ;j]Yl]aeY_]koalògj\k& ImglYlagfk& =phj]kkn]jaâYZd]j]Ydala]k& >Y[lk& =phj]kka\]Ykg^gl`]jk& =pYehd]k& 9. Kl]n] BgZk$ ^gmf\]j g^ l`] [gehYfq 9hhd]$ \a]\ gf G[lgZ]j-*())Y^l]jYdgf_ZYlld]oal`[Yf[]j&GfBmf] )* *((-$ Yl KlYf^gj\ Mfan]jkalq$ `] \]dan]j]\ Y k`gjl kh]][` l`Yl `Yk Z]]f [gfka\]j]\ Yk Yf ]pYehd] g^ gjY% lgjq& Qgm [Yf âf\ Y ljYfk[jahl af http://www.elpais. c o m /a r t i c u l o / t e c n o l o g i a / E n c o n t r a d /a m a i s / elpeputec/20111006elpeputec_5/L]k$Yf\YdkgYfgl`]j dafc lg l`] na\]g& J]Y\ al Yf\ \ana\] l`] kh]][` af l`] l`j]]hYjlkl`Ylo]`Yn]klm\a]\ afljg\m[lagf$]phgkalagf Yf\[gf[dmkagf!&O`YlYj]l`]eYafa\]Ykk]l^gjlàfl`] l]pl7O`YlYj]l`]j]dYlagfkàhkl`YlBgZk]klYZdak`]\lg [gff][ll`]\glkhj]k]fl]\afl`]kh]][`7 93 5 Oral communication 1.3. Forms of oral communication Fgoo]oaddafljg\m[]Yk]lg^lqh]kg^gjYd[geemfa[Ylagfl`YleYl[`k]n]jYdkalmYlagfkaf l`]ogjc]fnajgfe]flafoà[àf^gjeYlagfakljYfkeall]\gjYddq& A. Dialogue and debate 9 dialogue ak l`] ]p[`Yf_] g^ af^gjeYlagf Z]lo]]f log gj egj] h]ghd]$ h]jkgfYddq Yf\ \aj][ldq& Af Y \aYdg_m] l`] jgd]k g^ k]f\]j Yf\ j][]an]j Yj] Ydl]jfYl]\ Z]lo]]f afl]jdg[mlgjk&Oal`gml^]]\ZY[cl`]j]akfg\aYdg_m]& Fig. 5.2. AfY\]ZYl]$l`]eg\]jYlgjÍk jgd]akfglgfdqlg]fkmj]l`]hjgh]j ^mf[lagfaf_g^l`]lmjfkg^kh]][`$Zml Ydkglg`Yf\d]l`]kalmYlagfaâl_g]koad\ Yf\lg\]Ydoalàfl]jdg[mlgjk\]n]dghaf_ Yd]Y\af_jgd]afl`]\]ZYl]& O]emkl^gddgothese ruleslg`Yn]Y^dm]fl\aYdg_m]2 9[geegfdYf_mY_]^gjafl]jdg[mlgjk& 9kh][aâ[ng[YZmdYjq$Y[[gj\af_lgl`]kg[ag[mdlmjYdd]n]dgâfl]jdg[mlgjk& <gfgl\ak[mkklgha[kYZgmloà[`qgm\gfÍl`Yn]hjgh]jaf^gjeYlagf& Mk][dYjalqYf\Y[[mjY[q$Ynga\af_YeZa_mala]kafqgmj]phgkalagf& LYdcaflmjfk$Ydl]jfYlaf_l`]jgd]k k]f\]jYf\j][]an]j!& Aflmjf$l`]debateakY^gjeg^\aYdg_m]afoà[`l`]j]akYeg\]jYlgj$Yh]jkgfo`g j]_mdYl]kl`]]p[`Yf_]gâf^gjeYlagf& Afgj\]jlg\]^]f\gmjhgaflg^na]oafY\]ZYl]o]emkl2 @Yn]Y[d]Yja\]Ylg\]^]f\& Kmhhgjll`]Yj_me]flkoal`\YlY& ;gfka\]jgl`]jkÍj]ZmllYdklgj]khgf\& Dakl]f[Yj]^mddqlgo`Ylgl`]jkkYq& Activities 10. <ana\]l`][dYkkaflglog_jgmhkYf\\ak[mkkl`][gfn]fa]f[] g^khdallaf_lae]lYZd]k d]kkgfkafl`]egjfaf_Yf\afl`] Y^l]jfggf!&Gf]_jgmhemkl\]^]f\l`]khdallae]lYZd]Yf\ l`]gl`]joaddZ]Y_Yafklal$mkaf_\YlYafZgl`[Yk]k& 11. O`gakl`]eg\]jYlgjafY\]ZYl]7Akalj]imaj]\af]n]jq \]ZYl]7FYe]Yld]Yklgf]Y\nYflY_]Yf\gf]\akY\nYf% lY_] g^ `Ynaf_ eg\]jYlgjk af l`] \]ZYl]k Yf\ _an] Yf ]pYehd]g^Y\]ZYl]oal`Yeg\]jYlgj& B. The report 9reportakl`]]phgkalagfg^Yk]lg^\YlYafgj\]jlg]phdYafYfakkm]gjkalmYlagf& J]hgjlk [Yf Z] kmZeall]\ af ojalaf_ gj gjYddq$ Z]af_ mkmYd lg [geZaf] Zgl` lqh]k g^ hj]k]flYlagf3`]j]$o]oadd^g[mkgfl`]gjYdj]hgjl& 9fqj]hgjlemkl^gddgol`]gj\]jdakl]\YZgn]2afljg\m[lagf$Zg\qYf\[gf[dmkagf&AfY\\alagf$ o]emkl^gddgol`]k]j][gee]f\Ylagfk^gjl`]hj]hYjYlagfg^Yj]hgjl2 It must contain a clear and accurate language: – O]emklmk]]pYehd]kl`Yl]phdYafl`]a\]Yk$]kh][aYddqafl`gk]oà[`Yj]egj]\a^â% [mdllgmf\]jklYf\& – O]emkl]phdYafl`]kYe]a\]Yafgl`]jogj\ko`]falak\a^â[mdllgmf\]jklYf\& – O] eYq mk] _jYhà[k$ kda\]k$ ljYfkhYj]f[a]k$ klYlakla[k$ eYhk&&& <]h]f\af_ gf l`] lgha[$ l`]q eYq `]dh ]phdYaf gmj a\]Yk Yf\ [gehd]l] af^gjeYlagf& GjYd j]hgjlk af l`] [gehYfq l]f\ mk] Ym\agnakmYd e]\aY lg addmkljYl] l`] Yj_me]flk k`gof& >gj ]pYehd]$addmkljYlaf_l`]hj]k]flYlagfoal`Hgo]jHgafl¡& – O]eYqmk]Yf][\gl]k$[gehYjakgfk$Yf\kggf& 94 Oral communication 9k^YjYkhgkkaZd]$o]emklhj]hYj]Ydraft or outlineg^l`]a\]Ykl`Ylo]oYfllgljYfkeal Yf\l`]gj\]jafoà[`l`]qoaddZ]afljg\m[]\& A^ o] Yj] _gaf_ lg _an] gmj ghafagf o`]f afl]jhj]laf_ \YlY$ o] k`gmd\ af\a[Yl] al& >gj ]pYehd]2">jgeeqhgaflg^na]o&&&"$"AZ]da]n]l`Yl&&&"$"Afeqghafagf&&&"& 9j]hgjlakfglYae]\Yl[gfnaf[af_l`]dakl]f]jkgjj]Y\]jk$Ykj]hgjlkk`gmd\]phdYaf\YlY gZb][lan]dq& Af_]f]jYd$Yj]hgjl may be used to2 ReportlgYddk]_e]flkg^Y[gehYfq2gof]jk$hYjlf]jk$eYfY_]jkYf\klY^âf_]f]jYd& Prepare\][akagf%eYcaf_& 5 Web L`] ^gddgoaf_ dafck hjgna\] af^gj% eYlagf gf `go lg eYc] gjYd hj]k]flYlagfk2 >gjgjYdhj]k]flYlagfkYlYhjg% ^]kkagfYdd]n]d2 http://cvc.cervantes.es/ensenanza/biblioteca_ele/ciefe/ pdf/01/cvc_ciefe_01_0018.pdf >gj_]f]jYdhj]k]flYlagfk2 O`]f[dYkka^qaf_l`]types of oral reports$l`]âjklkgjlaf_[jal]jagfakl`]ege]flo`]f l`]qg[[mj&9[[gj\af_lglàk$j]hgjlkeYqZ]h]jag\a[Yf\fgf%h]jag\a[2 http://www.optica.unican.es/ Docencia/presentacionoral.pdf A periodic reportemklZ]h]j^gje]\gfYj]_mdYjZYkak egfl`dq$imYjl]jdq$q]Yjdq&&&!& 9non-periodic reportakh]j^gje]\gfkh][aâ[g[[Ykagfk$Yf\eYqZ]khgflYf]gmkgjYll`] j]im]klg^kge]gf]& 9k gjYd j]hgjlk Yj] Ydegkl YdoYqk less formal l`Yf ojall]f j]hgjlk$ l`]q l]f\ lg Z] fgf%h]jag\a[& 9[[gj\af_lgalkhmjhgk]$l`]j]Yj]three typesg^j]hgjlk2 Expositive reports L`]qgfdqljYfkeal af^gjeYlagfoal`gmleYcaf_ bm\_e]flkgj\jYoaf_ [gf[dmkagfk& Analytical reports L`]k]f\]jmk]kalk]ph]jlak] Yf\cfgod]\_]lgYkk]kkl`] af^gjeYlagfhj]k]fl]\af l`]e]kkY_]& Persuasive reports L`]qYj]afl]f\]\lghjgn] []jlYaf^Y[lkZqhjgna\af_ \YlYYf\kmhhgjlaf_ \g[me]flYlagf& Preparation Table 5.2. Lqh]kg^j]hgjlkY[[gj\af_lgl`]ajhmjhgk]& 9ddj]hgjlkemklZ]eY\]^gddgoaf_l`]gj\]j]phdYaf]\afK[`]e]-&)& Production O`Yl]n]jl`]nYja]lqYf\lqh]g^j]hgjlYj]$alkZYka[]d]e]flkYj]2 L`]kmZb][lgjlgha[g^l`]j]hgjl& Alk_gYdgj_gYdk& L`]e]l`g\gdg_ql`YlakYhhda]\& L`]\]n]dghe]flg^l`]j]hgjlalk]d^& L`][gf[dmkagfk$oà[`[YfZ]]phdYaf]\afl`]Z]_affaf_gjafl`]]f\& Writing Scheme 5.1. Gj\]jafoà[`l`]j]hgjl emklZ]eY\]& Activities 12. O`Ylakl`]_gYdg^l`]^gddgoaf_j]hgjlkg^l`][gehYfq;YjYe]dgk:]f]\a[lg$K&9&7 a) 9 j]hgjl g^ l`] hjg\m[lagf \]hYjle]fl af\a[Ylaf_ l`Yl l`] eY[àf] mk]\ ^gj hY[cY_af_`Yk^Yad]\^gjl`]làj\lae]afl`]dYklkapegfl`kYf\j][gee]f\af_ alkj]hdY[]e]fl& b) 9âfYf[aYdj]hgjl]phdYafaf_l`Ylalakd]kk]ph]fkan]lgZmqYf]oeY[àf]oal`Y ZYfcdgYfl`YfhYqaf_Yj]fl^gjl`]eY[àf]]n]jqegfl`& c) 9j]hgjlklYlaf_l`][gklkYnaf_kg^Zmqaf_l`]f]oeY[àf]& 13. :gl`YfYdqla[YdYf\h]jkmY\af_af[dm\][gf[dmkagfkYj]\jYof&L`]f$o`Ylakl`] \a^^]j]f[]Z]lo]]fl`]k]loglqh]kg^j]hgjlk7 95 5 Oral communication C. Conference Vocabulary Monologue&J]^d][lagfl`YlakeY% \]Ydgm\Yf\Ydgf]$oal`gmlafhml ^jgegl`]jk&Egfgdg_m]akkqfgf% qegmkoal`kgdadgimq& Watch out! Kge]lae]k Yl l`] ]f\ g^ [gf^]% j]f[]k$ l`]j] ak Y colloquium gj \aYdg_m]oal`l`]hmZda[lg[dYja^q gj^mjl`]j\]n]dghl`]lgha[kl`Yl `Yn]Z]]f\ak[mkk]\& 9 conference ak l`] gj_Yfar]\ ]phdYfYlagf g^ l`] a\]Yk$ l`gm_`lk gj cfgod]\_] g^ Y kh]Yc]jYZgmlYhYjla[mdYjlgha[$kgl`Ylh]ghd]o`gdakl]feYqgZlYafY[gehj]`]fkan] mf\]jklYf\af_gâl& ;gf^]j]f[]k af[dm\] speeches$ oà[` Yj] egfgdg_m]k af oà[` Y k]f\]j Ydkg cfgof Yk kh]Yc]j! \]n]dghk àk gj `]j a\]Yk YZgml Y lgha[ Z]^gj] Yf Ym\a]f[]& Af làk [Yk]$ ^]]\ZY[c lYc]khdY[]gf[]l`]kh]Yc]j`Yk[gehd]l]\hYjlgjYddg^àkgj`]j]phgkalagfYf\l`]hmZda[ j]Y[lkYhhjgnaf_gj\akYhhjgnaf_làkh]j^gjeYf[]& L`][gf^]j]f[]emkl^gddgoYlogical order$dac]YddgjYd[geemfa[Ylagfk afljg\m[lagf$Zg\q gj\]n]dghe]flg^l`]lgha[Yf\[gf[dmkagfgjkmeeYjqg^l`]eYafa\]Yk!&AfY\\alagf$l`] kh]Yc]jemklmk]Y[d]YjYf\Y[[mjYl]dYf_mY_]$^gj]pYehd]Zq2 Using examples, anecdotes or comparisons that illustrate what he or she wants to explain&>gj]pYehd]$l`]`]Y\g^[gee]j[aYd\]hYjle]flg^9kladd]jgk9ldfla[gk$K&9&k]lk Z]^gj]l`]ZgYj\l`]a\]Yg^mkaf_l`]^Y[adala]kg^l`][gehYfqlgeYfm^Y[lmj]oaf\lmj% Zaf]kafkl]Y\g^kmh]jlYfc]jk&LgaddmkljYl]àkhgafl$`]gjk`]e]flagfkl`]km[[]kkg^l`]eg% lgj[q[d] eYfm^Y[lmj]j @gf\Y af l`] M&K& o`]f$ Zq [`Yf[]$ l`]q j]Ydar]\ l`Yl l`] keYdd eglgj[q[d]kl`Yll`]qmk]\^gjklY^^ljYfkhgjlYlagfafl`][gehYfqo]j]em[ègj]afl]j% ]klaf_^gjl`]M&K&eYjc]ll`YfdYj_]eglgj[q[d]k$oà[ò]j]l`]âjklhdYfg^l`][gehYfq& Seeking an alternative explanation for the same topic when it is difficult to understand& >gj ]pYehd]$ l`] âfYf[aYd eYfY_]j g^ l`] [gehYfq L]plad Hj]r$ K&D& hj]k]flk Y j]hgjl\ak[mkkaf_l`]hgkkaZadalqg^k]d^%âfYf[af_l`]]phYfkagfg^l`][gehYfql`jgm_` f]_Ylan]ogjcaf_[YhalYd&9kl`]eYfY_]j\g]kfglmf\]jklYf\làkl]je$`]]phdYafkl`Ylal e]Yfk\]dYqaf_l`]hYqe]flh]jag\lgkmhhda]jkYf\ljqaf_lg[gdd][l[Yk`^jge[mklge]jk3 l`]f$ l`] [gehYfq eYq `Yn] l`] egf]q ^gj kge] ]pljY \Yqk$ af oà[` l`]q [Yf afn]kl alYf\hYql`]kmhhda]jkoal`l`]Z]f]âlkg^làkafn]kle]fl& Fig. 5.3. <][daf]afkYd]k& Using audiovisual media to clarify and complete information&>gj]pYehd]$l`]eYfY_]j g^l`][gehYfqIm]kgkqEYfl]imaddYk$K&9&hj]k]fl]\lgl`]k`Yj]`gd\]jkl`]\][daf]af kYd]kkm^^]j]\Zql`][gehYfq&LgkmhhgjllàkklYl]e]fl`]k`gok>a_mj]-&+& Case study 1. Developing an oral message Fg]eHj]rakl`][gee]j[aYd\aj][lgjg^Yf]o[gehYfq$ BYZgf]kKmYn]eYj$K&9&3`]jeakkagfaklgeYc]Yhj]k]flYlagf gâlkhjg\m[lkYlYljY\]^Yaj&O`YlhdYffaf_oaddFg]eeYc] lgafljg\m[]l`gk]hjg\m[lk7 Solution: Fg]e YfYdqk]k l`] kalmYlagf Yf\ \]l][lk l`Yl l`] hmjhgk] g^l`][geemfa[Ylagfaklgafljg\m[]l`gk]hjg\m[lklghgl]f% laYdZmq]jk&LàkakYZkgdml]dqf][]kkYjq$Ykl`]hjg\m[lakmf% cfgofZ][Ymk]l`][gehYfqakf]o&L`]hmZda[$aflàk[Yk]$ak ^gje]\Zq\akljaZmlgjkl`YloaddYll]f\l`]ljY\]^Yaj& Fg]eYdkgâf\kl`Yll`]egkl]^^][lan]oYqlg[geemfa[Yl] aklgYdl]jfYl]gjYd]phgkalagfkYf\l`]h`qka[Ydafljg\m[lagf lghjg\m[lk$Yf\Ydkglgj]dqgfZjg[`mj]kYf\Hgo]jHgafl hj]k]flYlagfk&>afYddq$k`]\]n]dghkY\jY^l^gjkljm[lmjaf_`]j kh]][`$af[dm\af_l`]^gddgoaf_eYll]jk2 a) Hj]k]flYlagfg^l`][gehYfq2â]d\$gZb][lan]k&&& b) ;dYkkaâ[Ylagfg^l`]hjg\m[ldaf]kg^l`][gehYfq& c) <]lYad]\ ]phdYfYlagf g^ l`] [`YjY[l]jakla[k g^ ]Y[` hjg\m[lYf\\akhdYqg^kYehd]k& d) :]f]âlk^gj\akljaZmlgjk \ak[gmflk$\]Y\daf]k&&&!& e) ;gf[dmkagfYf\\]dan]jqg^Zmkaf]kk[Yj\k$Zjg[`mj]kYf\ [YlYdg_m]k& Activities 14. J]Y\ l`] l]pl gf l`] o]Zkal] http://www.radiocable. com/obama-ciceron8756.html& L`]f ]phdYaf l`] [ge% emfa[Ylagf j]kgmj[]k l`Yl l`] hj]ka\]fl :YjY[c GZYeY mkmYddqmk]kYf\_an]Yf]pYehd]g^]Y[`g^l`]k]lqh]kg^ j]kgmj[]k& 96 15. L`] [gehYfq BYegf]k BJ$ K&D& ak hdYffaf_ lg ]fl]j l`] ;àf]k]eYjc]l&<ana\]l`][dYkkaflg]n]f_jgmhk3`Yd^g^ l`]_jgmhkoaddhjg\m[]Ykh]][òal`l`j]]Yj_me]flkaf ^Yngmjg^làk]phYfkagf$Yf\l`]gl`]j`Ydôaddhj]hYj] l`j]]Yj_me]flkY_Yafklal& Oral communication 5 D. The interview Spanish assistant L`]interviewakYlqh]g^gjYd[geemfa[Ylagfafoà[`kge]gf] afl]jna]o]j!eYc]k Yk]ja]kgîm]klagfklgYfgl`]jh]jkgf afl]jna]o]]!lggZlYafaf^gjeYlagfgjghafagf& L`]lqh]kgâfl]jna]okeYqZ][dYkkaâ]\\]h]f\af_gfl`] number of participants2 Individual interview: l`]j]akgfdqgf]afl]jna]o]jYf\gf]afl]jna]o]]& Panel interview: l`]j]Yj]k]n]jYdafl]jna]o]jk& Group interview: l`]j]Yj]k]n]jYdafl]jna]o]]k& 9f\YdkgY[[gj\af_lgl`]proceduremk]\afl`]afl]jna]o2 Structured, planned or directed interview: l`]afl]jna]o]jYkckYk]lgîm]klagfkafY kqkl]eYla[$gj_Yfar]\Yf\afl]f\]\oYq&AlkeYafY\nYflY_]akl`Ylalj]egn]khYjlg^l`] afl]jna]o]jÍkkmZb][lan][jal]jagf& ¸L] j]kmdlY [mjagkg ]d ljeafg interviewee? =d kmâbg –ee ]k mfY ^gjeY [YjY[l]jkla[Y \]d af_dk \] \]fgeafYj Yd gZb]lg \] mf n]jZg& =f ]kl] [Ykg$ lg interview ]flj]% naklYj! \Y dm_Yj Yd interviewer ]d im] ]flj]naklY! q Yd interviewee kgZj] ]d im] j][Y] dY Y[[af$ ]k \][aj$ ]d ]flj]naklY\g!& ¸J][m]j\Yk Yd_f gljg ]b]ehdg ]f ]kl] daZjg7 ¹=pY[lg DdYeYegk employer Yd ]ehj]kYjag g Y dY h]jkgfY im] [gfljYlY Y Yd_ma]f q employee Yd ]ehd]Y\g& Unstructured interview:im]klagfkYj]gh]fYf\[`Yf_]\]h]f\af_gfj]khgfk]k& Mixed interview: im]klagfkYj]Zgl`gh]fYf\hj]\]l]jeaf]\& 9fgl`]jkgjlaf_[jal]jagfakl`]purposeg^l`]afl]jna]o2aleYqZ]Yae]\Ylcfgoaf_h]jkg% fYdgjhjg^]kkagfYdYkh][lkg^l`]afl]jna]o]]$Yl]pl]f\af_gj[gfâjeaf_Yfqf]okgâfl]j]kl gjYle]]laf_Y[Yf\a\Yl]^gjYbgZYf\j]hgjllgàegj`]jgflàkhgkalagf&:][Ymk]g^l`] aehgjlYf[]g^l`]bgZafl]jna]o$o]oaddd]Yjfegj]YZgmlalafl`]^gddgoaf_k][lagf& E. Job interview 9job interviewak`]d\Z]lo]]fl`]afl]jna]o]]$o`gYhhda]k^gjYbgZ$Yf\gf]gjegj] afl]jna]o]jk$o`gj]hj]k]fll`][gehYfq& :gl`l`]afl]jna]o]jYf\l`]afl]jna]o]] [Yf\a\Yl]!hmjkm][]jlYafgoals: Goals Interviewer Interviewee Cfgoaf_a^l`][Yf\a\Yl][Yf\gl`]bgZ K`goaf_afl]j]klafl`]bgZ Cfgoaf_l`]\a^^]j]f[]Z]lo]]fl`][Yf\a\Yl] Yf\gl`]jYhhda[Yflk K`goaf_km^â[a]fl[YhY[alq^gjlàkhgkalagf Table 5.3. ?gYdkgâfl]jdg[mlgjkafYbgZafl]jna]o& L`]egklaehgjlYfllàf_o`]f^Y[af_YbgZafl]jna]o^jgel`]afl]jna]o]]Íkhgaflg^na]o ak lg Yhh]Yj natural and sincere$ oal` [gfâ\]f[]$ mkaf_ hj]nagmk hj]hYjYlagf ^gj hgkkaZd] im]klagfkafl`]afl]jna]o& Web A^qgmoYfllg]phYf\qgmjcfgo% d]\_]YZgmlbgZafl]jna]ok$nakal2 http://www.entrevistadetrabajo. org Activities 16. ;`][cl`]^gddgoaf_o]Zkal]Yf\ojal]\gofl`]^]Ylmj]k l`Yll`]afl]jna]o]jk`gmd\`Yn]Yf\l`]akkm]kl`Yl`]gj k`] emkl Ynga\2 http://www2.uca.es/dept/enfermeria/ socrates/entrevista/09.htm Personality 17. AeY_af]l`YlqgmYj]afYbgZafl]jna]oYf\Yfko]jafoja% laf_ l`] ^gddgoaf_ dakl g^ lqha[Yd im]klagfk af l`] lYZd] Z]dgo&Ojal]l`]Yfko]jkl`Ylqgmogmd\_an]aflàk[gf% l]pl2 Training Previous work Job position <gqgmdac]l]Ye ogjc7 O`YloYkqgmjeYafaf^dm]f[] o`]fqgm[`gk]qgmj[Yj]]j7 O`Ylo]j]qgmjjgd]kafhj]% nagmkbgZk7 O`Yl\gqgmcfgoYZgmlgmj[ge% hYfq7 <]âf]qgmjk]d^& 9j]qgmhdYffaf_lg]pl]f\ qgmjljYafaf_7 @go\a\qgm_]ll`YlbgZ7 Ogmd\qgmZ]YnYadYZd]lgegn]lg dan]]dk]o`]j]gjlgljYn]d^j]im]fldq7 97 5 Oral communication F. Phone calls H`gf] [Yddk Yj] n]jq aehgjlYfl af l`] ogjchdY[]3 làk lqh] g^ [geemfa[Ylagf `Yk kge] kh][aâ[ ^]Ylmj]k l`Yl \a^^]j]flaYl] al ^jge h]jkgfYd Yf\ \aj][l [gflY[l& L`]k] [`YjY[l]% jakla[k Yjak] ^jge l`] kh][aâ[k g^ l`] [geemfa[Ylagf hjg[]kk l`Yl ak `]d\ af Y l]d]h`gf] [gfn]jkYlagf& L`mk$ mfdac] \aj][l [geemfa[Ylagf$ o`]j] emdlahd] [`Yff]dk Yj] mk]\ Z][Ymk]l`]j]akY[[]kklg_]klmj]k$egn]e]flk$]l[&g^l`]k]f\]j$h`gf][Yddkmk]Ykaf_d] [`Yff]d2l`]voicegn]jl`]h`gf]&L`]f$misinterpretationseYqg[[mjem[ègj]]Ykadqaf l`]e]kkY_]kZqZgl`hYjla]k& Lgeafaear]làklqh]gêaklYc]kafl`]e]kkY_]kj][]an]\$l]d]h`gf][geemfa[Ylagfemkl Z][Yjja]\gmlmkaf_kh][aâ[l][`faim]klg`]dhj]\m[]\aklgjlagfkYf\eakmf\]jklYf\af_kYf\ ^Y[adalYl]l`]aj]^^][lan]f]kk&L`]k]l][`faim]kYj]2 Use of the voice:nga[]lgf]Yf\aflgfYlagfkYj][jm[aYd$Ykl`]qmkmYddqljYfkealYllalm\]k& L`] j][]an]j ak hYjla[mdYjdq j][]hlan] lg l`] lgf] mk]\ Zq l`] kh]Yc]j Z][Ymk] Ydd l`] Yll]flagfak^g[mk]\gfl`]nga[]&L`]j]^gj]$l`]lgf]g^l`]l]d]h`gf][gfn]jkYlagfk`gmd\ j]^d][l2 Fig. 5.4. Keadaf_o`]flYdcaf_gfl`]h`g% f]hjgna\]kYhd]YkYfllgf]l`Yloadd aehjgn]l`]gml[ge]g^[geemfa[Ylagf& Important Afl]d]h`gf][geemfa[Ylagfl`]% j] ak gfdq gf] [`Yff]d$ l`] nga[] gn]jl`]h`gf]$Yf\o]\gfÍl`Yn] l`] kmhhgjl g^ fgf%n]jZYd [g% eemfa[Ylagf& Receiver Sender Channel Vocabulary Jargon. Kh][aYd Yf\ ^YeadaYj dYf% _mY_] mk]\ Yegf_ af\ana\mYdk ^jge []jlYaf bgZk Yf\ Y[lanala]k$ km[`YkZmddâ_`l]jk$klm\]flk$]l[& – Kindness: Yllalm\]Yf\egg\Yj]ljYfkeall]\Zql]d]h`gf]&L`]Z]kloYqlgljYfkeal kqehYl`qYf\caf\f]kkakkeadaf_2l`]afl]jdg[mlgjoaddfgla[]\]khal]fglZ]af_^Y[]lg ^Y[]&EYfq[Ydd[]flj]kj]imaj]l`]mk]g^làkl][`faim]Zql]d]eYjc]l]jk& – Trust and credibility: kh]Ycaf_ [gfâ\]fldq Yf\ ljYfkeallaf_ l`Yl l`] kh]Yc]j cfgok o`Yl`]gjk`]aklYdcaf_YZgml&L`]kh]Yc]jemklmk]l`]kh][aâ[dYf_mY_]g^l`]k][lgj Yf\k`gocfgod]\_]gfl`]kmZb][l$Z][Ymk]làkako`Yll`]j][]an]jf]]\klg^]]dkY^]& – Interest: [mklgearaf_l`]nga[]gfl`]gl`]jka\]&O]emkllj]Yll`][Ydd]jYkaô]o]j] af^jgflg^àegj`]j$Zmlfglead]kYoYq& Ability to listen: o]emklklYq^g[mk]\gfl`]e]kkY_]l`Yl[ge]kl`jgm_`l`]h`gf]& Af Y\\alagf$ \m] lg dY[c g^ [gflY[l$ l`] gl`]j afl]jdg[mlgj emkl ^]]d l`Yl o] Yj] j]Yddq dakl]faf_&L`]mk]g^]phj]kkagfkdac]"Ak]]"$"Kgjjqlg`]Yj"gj"Kmj]"oadd`]dhl`]dakl]f]j lgk]]l`Ylo]Yj]hYqaf_Yll]flagf& Speak slowly: af Y ^Y[]%lg%^Y[] [gfn]jkYlagf$ l`] j][]an]j [Yf kmhhd]e]fl n]jZYd af^gjeYlagfoal`l`Yl[geaf_l`jgm_`gl`]j[`Yff]dk&@go]n]j$afl`][Yk]g^l]d]h`gf] [geemfa[YlagflàkakaehgkkaZd]$kga^qgmkh]Yckdgodqqgmoaddj]\m[]l`][`Yf[]kl`Yl l`]e]kkY_]akfgl^mddqj][]an]\& Choose your words: mk][geegfogj\kl`YlYj]kaehd]Yf\]Ykqlgmf\]jklYf\$Yklàk ak ]kk]flaYd a^ o] oYfl l`] e]kkY_] lg Z] mf\]jklgg\& O] emkl Ynga\ bYj_gf Yf\ dg[Yd ]phj]kkagfkl`Yl[YffglZ]]Ykadqmf\]jklgg\& Focus on the conversation: a^ l`] afl]jdg[mlgj `]Yjk l`] [gehml]j c]qZgYj\ gj ak afl]jjmhl]\Z][Ymk]o]Yj]Yfko]jaf_Y[gee]fl^jgekge]gf]]dk]$`]gjk`]oaddaf^]j l`Ylo]o]j]fglhYqaf_Yll]flagf$gj$afgj\]jogj\k$l`Ylo]o]j]fgldakl]faf_& Activities 18. A\]fla^qoà[`g^l`]k]Y[lanala]k`]dhkgj\YeY_]k]^^][% lan]l]d]h`gf][geemfa[Ylagf2 a) Lmjfaf_g^^l`]jY\agZ]^gj]Yfko]jaf_& b) ;`]oaf__meoàd]kh]Ycaf_& c) ?]klmjaf_oàd]^jgofaf_gjkfgjlaf_& d) EYaflYafaf_Y[YdeYf\_]fld]nga[]lgf]& 98 19. <ana\]l`][dYkkafhYajkYf\j]hj]k]fll`]^gddgoaf_kalmY% lagfk&Kaloal`gmlk]]af_]Y[`gl`]jlgkaemdYl]Yl]d]h`gf] [gfn]jkYlagf&L`]fkaemdYl]l`]l]d]h`gf][Ydd^jgeY[mk% lge]jl`Ylakn]jqmhk]lZ][Ymk]`]`Ykj][]an]\Yn]jqà_` Zadd^gjj]hYajk$Yf\`]YdkglYc]kl`]ghhgjlmfalqlg[ge% hdYafYZgml[mklge]jk]jna[]&L`]]ehdgq]]emkl^g[mkgf l`][gfn]jkYlagfYf\eYc]l`][mklge]jmf\]jklYf\l`Yl l`]hdYfleYfY_]jg^l`][mklge]jYhhjgn]\làkZm\_]l& Oral communication 5 2. Listening for better communication @meYfZ]af_k\a^^]j^jgegl`]jkh][a]k$Yegf_gl`]jlàf_k$afl`]YZadalqlg[geemfa[Yl] Yf\Y[à]n][geegf_gYdkl`jgm_`l`Yl[geemfa[Ylagf&>gj[geemfa[YlagflgZ]]^^][lan] Yf\[gehd]l]$afl]jdg[mlgjkk`gmd\dakl]flgl`]e]kkY_]g^l`]k]f\]j$l`YlaklgkYq$l`]q emkl_jYkh `]Yj!Yf\mf\]jklYf\l`]e]kkY_]l`YlakY\\j]kk]\lgl`]e& Vocabulary @]Yjaf_ Yf\ dakl]faf_ Yj] fgl l`] kYe]làf_&Oàd]hearinge]Yfk h]j[]anaf_kgmf\l`jgm_`gmj]Yjk$ listening e]Yfk hYqaf_ Yll]flagf lgo`Ylo]`]Yj& 2.1. Attention and active listening Active listeningeYqZ]\]âf]\Ykl`]YZadalqlgeYc]YnYadYZd]lgl`]kh]Yc]jgmj^mdd Yll]flagfYf\]^^gjl$dakl]faf_oalàfl]j]klYf\Yhhj][aYlagf$oal`gmlafl]jjmhlaf_Yf\ k`goaf_]ehYl`q& L`]j]^gj]$l`]âjklj]imaj]e]fllgcfgo`golg[geemfa[Yl]aklistening.AfY[lan]dakl]faf_$ gmjjgd]akfglgfdqlghYqYll]flagflgo`Yll`]gl`]jh]jkgf]phj]kk]k\aj][ldq$ZmlYdkglg l`]^]]daf_k$a\]Ykgjl`gm_`lkl`Ylmf\]jda]&L`YlaklgkYq$o]emklafl]jhj]lZgl`verbalYf\ non-verbal expressions. LàkimYdalqg^Y[lan]dakl]faf_ak\a^â[mdllgY[à]n]Z][Ymk]alj]imaj]kl`]afl]jdg[mlgjlgZ] [gehd]l]dq^j]]g^hj]bm\a[]k$\akljY[lagfkYf\h]jkgfYd[gf[]jfklg^g[mkgfl`]f]]\kg^l`] kh]Yc]j&L`]j]^gj]$alj]imaj]kYhkq[`gdg_a[Ydhj]\akhgkalagfYf\Yfaff]jhj]hYjYlagflgdakl]f ZqgZk]jnaf_l`]gl`]jhYjl$l`YlaklgkYq$lga\]fla^ql`][gfl]flgô`Yl`]gjk`]kYqk$Yf\ àkgj`]j_gYdkYf\^]]daf_k&Afk`gjl$hYqaf_Yll]flagflg]n]jqlàf_l`Yll`]kh]Yc]jklYl]k l`jgm_`n]jZYdYf\fgf%n]jZYd[geemfa[Ylagf& A. Barriers to active listening O`]fo][geemfa[Yl]$o]mkmYddq`Yn]YfmeZ]jg^barriersl`YleYc]Y[lan]dakl]faf_n]jq \a^â[mdllgY[à]n]$hj]n]flaf_mk^jgehYqaf_Yll]flagflgl`]afl]jdg[mlgj2 Self expectations. Gmj gof ]ph][lYlagfk af j]dYlagf lg Y lgha[ gj Y kh][aâ[ kalmYlagf hj]n]flmk^jge`]Yjaf_l`]Y[lmYdYfko]j3o]gfdq`]Yjo`Ylo]oYfl$a_fgjaf_l`]hYjl g^l`]e]kkY_]l`Yl[gfljY\a[lkgmj]ph][lYlagfk&=pYehd]2 – =ehdgq]]2?gg\egjfaf_$Ej&Ef\]r&AoYfllglYdclgqgmZ][Ymk]$YkYj]kmdlgêq ]^â[a]flogjcgn]jl`]dYklegfl`k$l`]]^^gjlkAeY\]Yf\l`]km[[]kk]ko]`Yn]Y[à]% n]\afl`]\]hYjle]fl$Aogmd\dac]lgj]im]klYkYdYjqaf[j]Yk]& Spanish assistant QY la]f]k [dYjY dY \a^]j]f[aY ]flj] gj (to hear) q ]k[m[`Yj (to listen).H]jg`YqgljY[gkYim]\]Z]k kYZ]j2 we hear someone h]jg we listen TO someone. 9k im] fg l] gdna\]kfmf[Y\]YY\ajto[mYf\g \a_Yk ]f af_dk im] ]klk ]k[m% [`Yf\gÁ – :gkk2AÍekgjjq$EYjY$ZmllàkakfglY_gg\lae]&L`]hjgb][ll`Ylo]Yj]mf\]jlYcaf_ak n]jq]ph]fkan]Yf\gmjj]kgmj[]kYj]k[Yj[]& – =ehdgq]]2Alàfcl`YlY-af[j]Yk]ogmd\Z]^Yaj& – :gkk2777 The tendency to make judgements&Làkakl`]l]f\]f[qlgYkk]kkl`]kh]Yc]jY[[gj\af_ lggmjgofnYdm]k$a\]YkgjZ]da]^kYf\Yhhjgn]gj\akYhhjgn]gô`Yl`]gjk`]kYqk3o] emklY[[]hll`]kh]Yc]jmf[gf\alagfYddq& Disconnection. O`]fl`]af^gjeYlagfo]j][]an]aklgg[gehd]pgj`Ykfgafl]j]kllgmk o]l]f\lg"\ak[gff][l"$l`YlaklgkYq$o]klghhYqaf_Yll]flagf& Hurry. Aô]oYfllgdakl]fY[lan]dq$o]emkl_an]l`]afl]jdg[mlgjl`]lae]`]gjk`]f]]\k lg [gehd]l] l`] e]kkY_]& EYfq lae]k o] `Yn] fg lae] lg oYal ^gj l`] afl]jdg[mlgj lg âfak`Zmad\af_l`]e]kkY_]Yf\o]l]f\lgjmkòalàfl]jjmhlagfkkm[`Yk"Agfdq`Yn]ân] eafml]k"$"Kg&&&7"$Yf\kggf& Distractions. 9k l`] [gfn]jkYlagf _g]k gf$ Yll]flagf \][j]Yk]k$ kg o] `Yn] lg eYc] Yf ]^^gjl lg eYaflYaf al& L`]j] eYq Z] emdlahd] \akljY[lagfk$ km[` Yk l`] [dgl`]k g^ l`] afl]j%dg[mlgjk$l`]\]lYadkg^l`]jggeo`]j]o]e]]l$Yf\kggf&Afk`gjl$l`gk]klaemda eYq[Yhlmj]gmjYll]flagfYf\\an]jlal^jgel`]e]kkY_]l`Ylgmjafl]jdg[mlgjakljqaf_lg ljYfkeal& 99 5 Oral communication B. Techniques to reach active listening L`]j]Yj][]jlYafl][`faim]kl`Yl`]dhmk\]n]dghY[lan]dakl]faf_&L`]qYj]2 Listening attitude. Al e]Yfk Z]af_ e]flYddq hj]hYj]\ lg dakl]f& L`] Z]kl oYq lg Z] hj]hYj]\aklg`Ynaf_hjagjcfgod]\_]g^l`]kmZb][lafngdn]\&>gj]pYehd]$aô]Yj]afY e]]laf_lg\ak[mkkgh]faf_Yf]oeYjc]lafHgdYf\$o][YfeYc]kge]j]k]Yj[`gfHgdak` ][gfgeq$eYaf[geh]lalgjkafl`]Yj]Y$]l[&$kgl`Ylo][YfZ]^g[mk]\gfl`]kmZb][l& Fig. 5.5. Dggcaf_Ylgmjafl]jdg[mlgjo`]f `]gjk`]aklYdcaf_ak]kk]flaYd$fglgfdq lgk`go_gg\eYff]jk$ZmlYdkgZ][Ymk] o]oaddZ]YZd]lghYqYll]flagfZgl`lg n]jZYdYf\fgf%n]jZYd[geemfa[Ylagf& Paraphrasing and summarizing. Làk e]Yfk [Yhlmjaf_ l`] eYaf a\]Yk g^ l`] e]kkY_] Yf\j]h]Ylaf_l`]eoal`gmjgofogj\k&Làkl][`faim]akaehgjlYflZ][Ymk]al`]dhkmk mf\]jklYf\o`Yll`]gl`]jakkYqaf_Yf\Yddgokmklgn]ja^ql`Ylalakhjgh]jdqmf\]jklgg\& Lg[`][cgmjmf\]jklYf\af_g^l`]e]kkY_]$o][Yfmk]]phj]kkagfkkm[`Yk"<gqgme]Yf l`Yl&&&7"gj"AÂmf\]jklYf\[gjj][ldq$\gqgmlàfcl`Yl&&&7"& Using reinforcement words or compliments. L`]k] Yj] n]jZYdarYlagfk afngdnaf_ Y [gehdae]fl lg l`] gl`]j h]jkgf gj j]af^gj[af_ àk gj `]j kh]][`$ Yk l`]q ljYfkeal l`] YhhjgnYd$Y_j]]e]flg^mf\]jklYf\af_gô`Yll`]afl]jdg[mlgj`YkbmklkYa\&O]eYqmk] \aj][lk]fl]f[]kkm[`Yk"QgmÍj]n]jq_gg\Yl&&&"$gjegj]_]f]jYd]phj]kkagfkkm[`Yk"_j]Yl"$ "h]j^][l"$"o]dd\gf]"$Yf\kggf& Choosing the right place and time. Aô]Yj]afYfmf[ge^gjlYZd]$fgakqgj[jgo\]\hdY[]$ aloaddZ]\a^â[mdl^gjmklghjgna\]l`]f][]kkYjqdakl]faf_&L`]j]^gj]$alakZ]ll]jlgegn] l`][gfn]jkYlagflgYkmalYZd]khY[]$oal`fg\akljY[lagfk$o`]j]alak]Yka]jlg[gf[]fljYl]& Looking at the interlocutor,oal`gmlZ]af_]p[]kkan]&C]]haf_]q][gflY[loal`l`]afl]j% dg[mlgjoadd`]dhmk[gf[]fljYl]gfàkgj`]jogj\k >a_&-&-!& Do you know that...? Kge]j]k]Yj[`]jk`Yn]^gmf\l`Yl l`] inability to empathize ak Yf aehgjlYfl$Yf\kge]lae]k\Yf_]% jgmk$[`YjY[l]jakla[^gjkge]h]g% hd]2 al ogjck Y_Yafkl [j]Ylaf_ kljgf_ kg[aYd Zgf\k Yf\$ af ]plj]% e][Yk]k$al[Yfd]Y\lgYflakg[aYd gjY__j]kkan]Z]`Ynagmj& 2.2. Showing empathy Empathy ak l`] YZadalq g^ Y h]jkgf lg lYc] l`] hdY[] g^ Yfgl`]j Yf\ k`Yj] àk gj `]j ^]]daf_k3làkakYf]kk]flaYd[gehgf]flg^Y[lan]dakl]faf_& O] [Yf k`go ]ehYl`q Zgl` lg negative feelings hYaf$ ^Yadmj]$ kY\f]kk&&&! Yf\ positive feelings aehjgn]e]fl$ hja\]$ `Yhhaf]kk&&&!& >gj ]pYehd]$ `m_k Yf\ gl`]j _]klmj]k g^ l`] hdYq]jkgfYkg[[]jl]Yeo`]fkge]gf]k[gj]kYj]Yka_fg^]ehYl`q& Lgk`go]ehYl`q$Yko]ddYklgc]]hY[lan]dakl]faf_$o]emklnYdm]gl`]jkYf\l`]aj^]]daf_k& O] [Yffgl mf\]j]klaeYl] gj a_fgj] l`]aj ^]]daf_k$ Yk làk oadd eYc] [geemfa[Ylagf em[` egj]\a^â[mdlZ][Ymk]gmjafl]jdg[mlgjoaddfgla[]l`Ylo]Yj]fgllj]Ylaf_àegj`]jYk]imYd Yf\l`Ylo]Yj]f]_d][laf_àegj`]j&L`mk$o]k`gmd\fglmk]]phj]kkagfkkm[`Yk"L`YlÍk fglàf_"gj"<gfÍleYc]km[`YZa_\]Ydgmlgâl"$Yegf_gl`]jk& A. Steps to empathising Watch out! O`]fo]oYfllgk`go]ehYl`q l`jgm_` n]jZYd [geemfa[Ylagf o] emkl Yvoid using clichés or stock phrases km[` Yk2 "Hd]Yk] Y[[]hleq[gf\gd]f[]k"& 9k l`gk] Yj] hj]%k]l ^gjemdYk$ l`]q oadd fgl ljYfkeal ]ehYl`q$ Zmll`]ghhgkal]2Y[]jlYafmf[gf% []jf& 100 Knowledge of the feeling. L`] YZadalq lg ]ehYlàr] ak ^mddq hjghgjlagfYd lg l`] YZadalq lg]ph]ja]f[]gmjgof^]]daf_kYf\a\]fla^ql`]e&A^qgm`Yn]fgl_gf]qgmjk]d^l`jgm_` []jlYaf]ph]ja]f[]k$Zgl`_gg\Yf\ZY\$qgm[Yf`Yj\dqmf\]jklYf\gl`]jk[gehd]l]dqYf\ o`Yll`]q`Yn]Z]]fl`jgm_`&>gj]pYehd]$a^qgm`Yn]f]n]jZ]]fafdgn]$aloaddZ]n]jq \a^â[mdl^gjqgmlgmf\]jklYf\Y^ja]f\g^qgmjkl`Yl`Yk^Ydd]fafdgn]& Recognition of the feeling. Lg]ehYlàr]aklgj][g_far]l`]gl`]jÍk^]]daf_k$lga\]fla^q o`Yll`]gl`]jak^]]daf_&Alogmd\Z]em[`]Yka]ja^l`]gl`]jklYl]k\aj][ldqàkgj`]j ^]]daf_kgh]fdq$ZmllàkjYj]dq`Yhh]fk&L`]j]^gj]$aô]Yj]afYkalmYlagfo`]j]o]oYfl Yljmdq]^^][lan][geemfa[Ylagf$o]f]]\lg "afn]kla_Yl]"afgj\]jlgcfgol`]^]]daf_k g^gmjafl]jdg[mlgjYf\$l`mk$[gehd]l]l`]e]kkY_]o]k]f\&Làk"afn]kla_Ylagf"[YfZ] h]j^gje]\ oal` im]klagfk$ afl]jhj]laf_ _]klmj]k fgf%n]jZYd [geemfa[Ylagf! gj k]fkaf_ [geegfdqcfgofYk"j]Y\af_Z]lo]]fl`]daf]k"!& Oral communication 5 B. How to empathize O] [Yf k`go ]ehYl`q af \a^^]j]fl oYqk$ \]h]f\af_ gf l`] caf\ g^ ^]]daf_ l`Yl o] Yj] ]ph]ja]f[af_$ gf ljY\alagfk Yf\ kg[aYd egj]k gj gf l`] _j]Yl]j gj d]kk]j hjgpaealq lg l`] afl]jdg[mlgj& :jgY\dqkh]Ycaf_$l`]j]Yj]two waysof expressing empathy: Through verbal communication. Mkaf_ ]phj]kkagfk l`Yl eYc] l`] afl]jdg[mlgj h]j[]an] l`Ylo]`Yn]j][g_far]\àkgj`]j^]]daf_kYf\l`Ylo]k`Yj]l`]e&>gj]pYehd]$mkaf_ ]phj]kkagfkkm[`Yk"Amf\]jklYf\`goqgm^]]d&&&"$"Acfgoo`qqgmÍj]mhk]l&&&"$Yf\kggf& Through non-verbal communication. O]Ydkg]ehYlàr]oal`_]klmj]kkm[`Yk_anaf_Y `m_$lYcaf_kge]gf]Ík`Yf\$[Yj]kkaf_kge]gf]&&&L`]k]Y[lagfkemklâll`]ege]fl$l`] Zgf\oal`l`]gl`]jh]jkgfYf\[mdlmjYd[mklgek& 2.3. Knowing how to ask Cfgoaf_l`]ja_`loYqlgYkcakYdegklYkimportantYkcfgoaf_`golg]phj]kkgmjk]dn]k& Im]klagfaf_akY^mf\Ye]flYdhYjlg^l`]^]]\ZY[chjg[]kklgverifyo`]l`]jl`]e]kkY_]`Yk Z]]fmf\]jklgg\kaf[]$Yko]kYoafl`][geemfa[Ylagfhjg[]kk$o`Yll`]k]f\]jkYqk\g]k fglYdoYqkeYl[ò`Yll`]j][aha]flj][]an]k& A. The benefits of asking The interlocutor feels valued. Aô]Ykcgmjafl]jdg[mlgjaô`Ylo]`Yn]mf\]jklgg\ak [gjj][l$`]gjk`]^]]dkl`Ylo]Yj]dakl]faf_[Yj]^mddqYf\l`Ylo]Yj]^gddgoaf_l`]kh]][`& Egj]gn]j$ a^ o] Ykc YZgml àk gj `]j ghafagf$ l`] afl]jdg[mlgj oadd ^]]d aehgjlYfl Yf\$ l`]j]^gj]$nYdm]\& It allows us to obtain new information or verify o`Yl o] cfgo& Al Ydkg Yddgok mk lg Yfgl`]joYqgâfl]jhj]laf_làf_k& Fig. 5.6. D]Y\af_l`][gfn]jkYlagfafYhYj% la[mdYj\aj][lagflgc]]hl`]^g[mkgfl`] kmZb][lakY_gg\oYqgêYcaf_im]klagfk Yf\Yfko]jkegj]^dm]fl& It allows us to find out what interlocutors think and feel. L`]j]^gj]$ al ak Y lggd ^gj ]ehYl`q$ Z][Ymk]$ a^ o] ^gjemdYl] l`] ja_`l im]klagfk$ o] [Yf gZlYaf af^gjeYlagf lg j][g_far]l`]^]]daf_kg^l`]afl]jdg[mlgj& Al [Yf Ydkg Z] mk]^md lg guide the conversation af gl`]j \aj][lagfk g^ afl]j]kl lg l`] im]klagf]j& Examples B. The art of good questions Asking the right person,l`]gf]o`g`Ykj]d]nYflaf^gjeYlagf$gjYkcaf_l`gk]h]ghd]af o`gk]ghafagfgj^]]daf_kqgmYj]afl]j]kl]\$gjl`gk]qgmf]]\lgaf^dm]f[]& Choosing the appropriate context.Làkaf[dm\]kl`]]fnajgfe]flYf\l`]YjjYf_]e]fl o`]j]l`]afl]jdg[mlgjak& Asking the question properly. C]]h af eaf\ l`] h]jkgfYdalq g^ l`] afl]jdg[mlgj$ l`] ]ph][lYlagfk$l`]j]dYlagfkàhqgm`Yn]oal`àegj`]j&&&>gj]pYehd]$aô]eYc]Yn]jq \aj][lim]klagflgYkmh]jagj$`]gjk`]eYq[gfka\]jl`Ylo]Yj]Z]af_\akj]kh][l^md& Asking fluently. Af[dm\] im]klagfk aflg l`] [gfn]jkYlagf$ k`Yj] af^gjeYlagf$ Ykk]kk l`] Yfko]jk hgkalan]dq&&& 9Zgn] Ydd$ o] emkl c]]h l`] [gfn]jkYlagf ^jge Z][geaf_ Yf afl]jjg_YlagfgjYk]ja]kgîm]klagfkYf\Yfko]jk&Lg\glàk$o][YfeYc]l`][gfn]jkY% lagflmjfaflgZja]^klYl]e]flkg^l`]afl]jdg[mlgj^gddgo]\Zqgmjim]klagfk$Zmlc]]haf_af eaf\l`Ylal\g]kfÍl`Yn]lgk]]eYjlaâ[aYd& An example of fluent question: ÉHj]ka\]fl2AlàfcalÍklae]lg]p% hYf\ l`] Zmkaf]kk& O] `Yn] lg _jgo*-afl`][geaf_q]Yjka^ o]\gfÍloYfllgZ]]jYk]\^jge l`]eYjc]lZqgmj[geh]lalgjk& ÉNa[]%hj]ka\]fl2L`YlÍkljm]$aô] \gfÍl_jgoima[cdq$l`]_YhZ]% lo]]f mk Yf\ gmj [geh]lalgjk oadd_jgo]n]fegj]$Yf\Z]af_ eYjc]l d]Y\]jk oadd Z] em[` egj]\a^â[mdl& É<aj][lgj2 Expansion is a good strategy. What would our target countries be? 101 5 Oral communication C. Basic types of questions Watch out! Gh]f Yf\ [dgk]\ im]klagfk `Yn] []jlYaf Ydvantages and disadvantages: Open questions `Yn] l`] Y\% nYflY_]g^_anaf_egj]^j]]\ge lg Yfko]j lg gmj afl]jdg[mlgj3 `go]n]j$ l`Yl ^j]]\ge eYq \an]jll`]kmZb][lg^l`][gfn]j% kYlagf& Closed questionshjgna\]_j]Y% l]j Y[[mjY[q$ Zml Ydkg afngdn] _j]Yl]j hkq[`gdg_a[Yd hj]kkm% j]gfl`]afl]jdg[mlgj$o`g[Yf gfdq[`ggk]Yegf_l`]Ydl]jfY% lan]kl`Ylo]_an]& Examples Examples of questions to groups AfYj]_mdYje]]laf_g^l`]kl]]jaf_ [geeall]]$ l`] _]f]jYd eYfY_]j eYc]kl`]^gddgoaf_im]klagfk2 "@go ak l`] kYd]k kalmYlagf af fgjl`]jf KhYaf7"2 làk im]klagf ak Y\\j]kk]\lgl`]_jgmh& A^ l`] _]f]jYd eYfY_]j Ykck làk im]klagflgl`]âfYf[aYdeYfY_]j2 ">jYf[ak$ \a\ o] _]l l`] dgYf ^gj l`] f]o ^Y[lgjq7"$ làk ak Y \aj][l im]klagf& Fgo$o]oaddklm\ql`]ZYka[lqh]kgîm]klagfkl`Ylo]eYqYkc3l`][gfn]fa]f[]lgmk]Y kh][aâ[lqh]\]h]f\kgfl`][gfl]pl& Open: l`]Yfko]jghlagfkg^l`]afl]jdg[mlgjYj]fgldaeal]\$Yf\`]gjk`][YfYfko]j o`Yll`]qoYfl&>gj]pYehd]2"@go\a\qgm_]llglàk[gf[dmkagf7""O`Yl\a\qgm]Yl q]kl]j\Yq7"& L`]qeYqZ]^gjemdYl]\lgafimaj]YZgmlYkmZb][lgjoal`l`]Yaeg^\aj][laf_YfYfko]j$ ^gj]pYehd]$";gmd\qgmjY__j]kkan]Yllalm\]Z][Ymk]\Zq&&&7". Gh]fim]klagfkYddgoqgmlgafljg\m[]l`][gfn]jkYlagf$hjgna\]qgmoalègj]af^gjeY% lagfYf\]f[gmjY_]l`]gl`]jlg^]]d^j]]lgYfko]j& Closed: l`]dggc^gjkh][aâ[af^gjeYlagf$Yhj][ak]\YlY$kgl`][Ydd]jakg^^]j]\hgkkaZd] Yfko]jkl`Yl`]gjk`]oadd`Yn]lg[`ggk]&>gj]pYehd]2"<go]ka_fl`][gfljY[l7"3"Af qgmjghafagf$o`gk`gmd\Z]hjgegl]\$EYjYgjBmdaY7"& Confirmation:l`]qYj]^gjemdYl]\YkYj]h]lalagfgô`Yl`YkZ]]fkYa\&L`]qYj]_]f]% jYddq mk]\ lg [gfâje l`Yl l`] e]kkY_] `Yk Z]]f hjgh]jdq j][]an]\ Yf\ mf\]jklgg\& >gj ]pYehd]2"KgEYjqYf\Ak`gmd\Z]Yll`]YajhgjlYlea\fa_`llgoYal^gjl`]na[]%hj]ka\]fl$ akl`Ylja_`l7"& Rhetorical:alakeY\]gmldgm\$ZmlfgYfko]jak]ph][l]\$YkalakfglYae]\YlgZlYafaf_ af^gjeYlagf&Alak_]f]jYddqYkkme]\l`Yll`]afl]jdg[mlgjoaddY_j]]oalò`Ylo]`Yn]kYa\$ kgalakbmklYoYqlg]eh`Ykar]l`]Ykh][lo]oYfl&>gj]pYehd]2"@goeYfqlae]k\gA `Yn]lgkYqAoYflYf]khj]kkg7"&O]emklYnga\làkcaf\gîm]klagfkgjmk]al[Yj]^mddq$ Ykalaehda]kY__j]kkan]f]kk& O`]f[geemfa[Ylagfafngdn]kYgroup of people$im]klagfk[YfZ]\aj][l]\lgl`]_jgmhgj lgYhYjla[mdYje]eZ]j& O`]f o] Ykc the group in general, `ghaf_ l`Yl kge]gf] Yfko]jk$ o] Yj] ]eh`Ykaraf_ Y kh][aâ[[gfl]flYf\]f[gmjY_af__jgmhhYjla[ahYlagf$Yf\o]eYqYdkgcfgol`]cfgod]\_] d]n]dg^l`]afl]jdg[mlgjk& Afkl]Y\$aô]Y\\j]kkl`]im]klagflgan individual e]eZ]jg^l`Yl_jgmh$o]oaddZ]mkaf_Y \aj][lim]klagf$Yf\l`]j]^gj]$o]Yj]dggcaf_^gjY[[mjYl]af^gjeYlagf^jgel`]h]jkgfl`Yl o]Z]da]n]eYqcfgol`]Yfko]j& Case study 2. Knowing how to ask 9lYe]]laf_g^l`][j]Ylan]\]hYjle]fl$kge]gf]hj]k]flkY f]o\]ka_f^gjYfmf\]jo]YjY\afoà[`l`]eg\]dakfYc]\& L`][j]Ylan]\aj][lgj$nakaZdqYf_jq$\aj][lklàkim]klagflgl`] _jgmh2":mlo`g`Yk[ge]mhoal`km[èY\f]kk7"& GZnagmkdql`]j]akfgYfko]j$Zml\gqgmcfgoo`q7 Solution: Af làk [Yk] l`] [j]Ylan] \aj][lgj k`gmd\ `Yn] eY\] a direct question to the appropriate person$ o`g ak l`] j]khgfkaZd] h]jkgf ^gj l`Yl ]kh][aâ[ [mklge]jÍk Y[[gmfl& Lg cfgo l`] j]Ykgfk ^gj làk a\]Y$ `] k`gmd\ `Yn] Ykc]\$ ^gj]pYehd]2"O`qakfgll`]eg\]do]Yjaf_l`][dgl`]kg^l`] [mklge]j7"& 9f\âfYddq$lgcfgoo`gl`]Yml`gjg^l`]a\]Yak$`]ea_`l `Yn]Ykc]\2"O`gk]a\]YoYklàk7"&L`]f`]ogmd\`Yn]gZlYa% f]\Yddl`]af^gjeYlagfl`Yl`]f]]\]\ZmlYkcaf_l`]ja_`l im]klagfk& Activities 20. AeY_af]qgmegn]lgYf]o\]hYjle]flYlogjcYf\lYdc oal`qgmjf]okmh]jnakgj&O`Ylim]klagfkogmd\qgmYkc YZgmlqgmjf]obgZ7 102 21. ;dYkka^q l`] im]klagfk qgm `Yn] jYak]\ af l`] hj]nagmk Y[lanalqY[[gj\af_lgl`]ZYka[lqh]kgîm]klagfkl`Ylqgm `Yn]Ydj]Y\qklm\a]\& Oral communication 5 2.4. Improving feedback 9j]Yddq]^^][lan][geemfa[Ylagfj]imaj]kYf]^^][lan]^]]\ZY[c&L`jgm_`hjgh]jYf\^dm]fl ^]]\ZY[co][Yfcfgol`]]^^][ll`Yl[geemfa[Ylagfak`Ynaf_gfl`]j][]an]j$kgl`Ylo][Yf j]k]ll`]e]kkY_]$[gjj][leakmf\]jklYf\af_kgj\go`Ylo]f]]\& 9k o] `Yn] k]]f hj]nagmkdq$ ^]]\ZY[c [Yf Z] ]phj]kk]\ fgf%n]jZYddq$ Zml af làk k][lagf o]oadd^g[mkgforal, verbal feedback& Keys to improve feedback >]]\ZY[coaddZ]Z]ll]jo]d[ge]\a^l`]afl]jdg[mlgj`Ykj]im]kl]\al&>gj]pYehd]$aô] `Yn]Ykc]\^gjadvice or opiniongjaô]`Yn]eY\]Yim]klagf& K`gmd\ o] g^^]j ^]]\ZY[c oal`gml Z]af_ j]im]kl]\$ o] emkl Z] [Yj]^md oal` l`] lgf] Yf\lae]o][`ggk]$fgllgZgl`]jl`]k]f\]j& KlYl]e]flkemklc]]hYneutralhgkalagfYf\Z]ZYk]\gfgZb][lan]^Y[lgjk&O]emklYnga\ h]jkgfYdYkk]kke]flk& Avoid making value judgments YZgmll`]k]f\]jgjalkZ]`Ynagmj&>]]\ZY[cemkl^g[mkgf gZk]jnYZd]]d]e]flk$gf^Y[lkYf\fglgfj]kmdlk& >]]\ZY[c ak Z]ll]j ljYfkeall]\ \aj][ldq$ oal`gml afl]je]\aYja]k l`Yl [Yf \aklgjl l`] e]kkY_]& >]]\ZY[cemklencouragel`]]p[`Yf_]gâf^gjeYlagf&>gj]pYehd]2 – <]hYjle]flkmh]jnakgj2"AlàfcEYjqakl`]h]j^][l[Yf\a\Yl]^gjl`Ylhgkalagf"& – <]hYjle]fleYfY_]j2"AÍefglkgkmj]$Zmlalk]]ekn]jq[d]Yjlgqgm"& EYfY_]jÍk ^]]\ZY[c ]f[gmjY_]k l`] kmh]jnakgj lg k`Yj] l`] j]Ykgfk o`q EYjq ak l`]h]j^][l[Yf\a\Yl]& O] emkl g^^]j alternatives$ d]Ynaf_ l`] \ggj gh]f lg gl`]j hgkkaZadala]k& Làk hj]n]flk l`]j][aha]fl^jgeZ]af_^gj[]\lgoYdcafgf]\aj][lagf& O]emkl^g[mkgfl`]presentYf\Ynga\j]^]j]f[]klghYkl]n]flk& 2.5. Strategies to attract receiver’s attention O]`Yn]k]]fl`Yll`][geemfa[Ylagfhjg[]kkakhd]flqgêmdlahd]^Y[lgjkl`Ylâ_`l^gjl`] Yll]flagfg^l`]afl]jdg[mlgj&L`]j]^gj]$l`]j]Yj]kge]kljYl]_a]klgljqlgYlljY[lYf\c]]h l`]Yll]flagfg^l`]j][]an]j&L`]qYj]l`]^gddgoaf_2 Using questions. 9hYjl^jgegZlYafaf_af^gjeYlagf$im]klagfkYj]Ydkgmk]^mdlgYlljY[l Yll]flagf lg o`Yl ak Z]af_ kYa\& >gj ]pYehd]$ mkaf_ im]klagfk dac]2 "<gfÍl qgm làfc7"$ "<gqgmY_j]]7"& Mentioning the name or names of attendees. 9ll]flagfaf[j]Yk]ko`]fh]ghd]`]Yjl`]aj fYe]kgjl`]fYe]g^kge]gf]o`gakhj]k]fl&>gj]pYehd]$"O]dd$EYjY$Alàfcl`YlÍkYdd" gj"9kgmj[gdd]Y_m]EYjlfDh]rkYa\&&&"& Using comparisons. Afkl]Y\g^bmklhj]k]flaf_^Y[lk$\YlY$]phdYfYlagfk$]l[&$o][Yfmk] làkj]kgmj[]lgeYc]l`]e]kkY_]egj]Yhh]Ydaf_Yf\egj]mf\]jklYf\YZd]&9f]pYehd] g^[gehYjakgfogmd\Z]2"Làkafn]kle]flak+/((((]mjgk$gj$afgl`]jogj\k$l`]?<Hg^ 9mkljaY"& Dramatizing the events. Afkl]Y\ g^ ]phdYafaf_ l`] ^Y[lk$ o] [Yf h]j^gje& >gj ]pYehd]$ afkl]Y\g^kaehdqkYqaf_2"O`]fqgmYj_m]oal`Yf]ehdgq]]qgmemklc]]hY[Ydelgf]"$ o][Yfk`goo`Ylo]e]YfkYqaf_l`]kYe]k]fl]f[]k[j]Yeaf_Yf\l`]foal`Y[Yde lgf]$kgl`]\a^^]j]f[][YfZ]fgla[]\& Watch out! Af Y\\alagf lg l`]k] kljYl]_a]k$ l`]j] Yj] gl`]jk Yae]\ Yl YlljY[% laf_ l`] Yll]flagf g^ l`] afl]jdg% [mlgjk$ Zml l`]q Yj] jYj]dq mk]\ af l`] ogjchdY[] Z][Ymk] g^ alk af^gjeYdalq2 Surprise elements: Y km\\]f k`g[c$lmjfaf_g^^l`]da_`lk$mkaf_ emka[ af Y hj]k]flYlagf&&& L`]k] k`g[caf_ ]d]e]flk "j]%YlljY[l" Yll]flagflgl`]]phgkalagf& Costumes and scenery: o] eYq afljg\m[]]d]e]flkl`Yl`Yn]lg\g oal`l`]gjYdhj]k]flYlagfZmll`Yl Yj]jYj]&>gj]pYehd]$hmllaf_YZgp g^]__kgfl`]lYZd]oàd]o]lYdc YZgml]__hjg\m[lagf& Af Zgl` [Yk]k$ j]kgmj[]k emkl Z] mk]\ [Yj]^mddq$ Yk l`]q ea_`l YlljY[l Ydd l`] Yll]flagf Yf\ l`] af^gjeYlagfea_`lZ]a_fgj]\& 103 5 Oral communication Watch out! Assertiveness is a behavioural habit or pattern km[`YkoYkàf_ `Yf\k Z]^gj] ]Ylaf_ gj _j]]laf_ oal`Y`Yf\k`Yc]!and, therefore, it can be learned. A^ o] oYfl lg Z] egj] Ykk]jlan]$ l`]gj]la[Yd ^gjemdYk Yj] fgl ]fgm_`2 qgm emkl hjY[la[] Yf\ j]h]Yl làk Z]`Ynagmj lg eYc] al YhYjlg^qgmjk]d^&9_gg\oYqlg d]YjfaklgaeY_af]j]Ydda^]kalmY% lagfko`]j]qgmf]]\lgYhhdql`] l][`faim]kg^Ykk]jlan][geemfa% [Ylagf& Kg o`]f l`] lae] [ge]k$ qgmoaddâf\al]Yka]jlghmll`]e aflghjY[la[]& Using humour. O][Yfmk]Yf][\gl]k$bgc]kgjg[[mjj]f[]klgYlljY[ll`]Yll]flagfg^l`] afl]jdg[mlgj$ Zml o] emkl Z] [Yj]^md& L`] [gee]fl emkl Z] af[dm\]\ af l`] ja_`l lae]$ emkleYl[`l`]kmZb][ll`YlakZ]af_lj]Yl]\Yf\emklZ]YhhjghjaYl]^gjl`]afl]jdg[mlgj Y[[gj\af_lgàkgj`]j[mdlmj]$lgl`]h]jkgfYdj]dYlagfkàho]`Yn]oal`àegj`]j$Yf\kg gf&9fqoYq$aô]\gfÍlgZlYafl`]]ph][l]\]^^][loal`l`Yl[gee]fl$l`]Z]kllàf_aklg [Yjjqgfoal`l`][gfn]jkYlagfYf\f]n]jljqlge]f\al& Using pauses. HYmk]kYf\kad]f[]kafl`]ea\\d]g^Ye]kkY_]eYqZ]Ykk`g[caf_YkZYf% _af_qgmjâklgfl`]lYZd]&L`]qhjgna\]kge]j]kl^gjl`]afl]jdg[mlgjYf\d]làegj`]j làfcYZgmlo`Yl`YkZ]]fkYa\kg^YjYf\hj]hYj]^gj^mjl`]j`]Yjaf_gjlghYjla[ahYl]& Activities 22. EYc]Yhj]k]flYlagfg^YZgmll]feafml]kgfYlgha[qgmcfgo khgjl$`gZZq$emka[$ ]l[&!&Qgm[YfYdkgmk]qgmjnga[]lgljYfkeall`]e]kkY_]$Yf\qgmemklmk]Yld]Ykl l`j]]g^l`]j]kgmj[]klgYlljY[ll`]Yll]flagfg^l`]j][]an]jl`Ylo]`Yn]klm% \a]\&QgmjeYl]kemkla\]fla^ql`]k]j]kgmj[]kYf\[gfâjeo`]l`]jqgm`Yn]Y[à]% n]\qgmj_gYdgjfgl& 2.6. Assertive communication techniques 9ko]klm\a]\afMfal+$Ykk]jlan]f]kkakl`]Z]kl^gjeg^[geemfa[Ylagflgj]Y[`gmj_gYdk& Fgoo]oaddklm\qYfmeZ]jg^l][`faim]kl`YloaddZ]`]dh^mdlg^Y[]Y[gfn]jkYlagfYkk]jlan]dq& Techniques to be assertive in a conversation Type of technique Example 9eYf_g]klgl`][mklge]jk]jna[]\]kc&@]aknakaZdqmhk]l Z][Ymk]`]Zgm_`lYlgYkl]jYo]]cY_gYf\al`Ykklghh]\ ogjcaf_&L`][gfn]jkYlagflYc]khdY[]Yk^gddgok2 É=ehdgq]]2?gg\egjfaf_$kaj$`goA[Yf`]dh7 É;mklge]j2Dggc$AZgm_`llàklgYkl]jYo]]cY_gYf\alÍk Ydj]Y\qZjgc]f& É=ehdgq]]2O]dd$eYqAk]]qgmjj][]ahl7 É;mklge]j2A\gfÍl`Yn]al$ZmlAZgm_`lal`]j]Yo]]cY_g& Broken record Alaklgj]h]Ylqgmjhgaflg^na]ogn]jYf\gn]jY_Yaf$[Ydedq$oal`gml_]l% laf_aflgYj_me]flkgjhjgng[Ylagfkl`Ylea_`leYc]l`]gl`]jh]jkgf^]]d Yf_jq& É=ehdgq]]2Amf\]jklYf\$ZmlAf]]\l`]j][]ahllgn]ja^ql`] \Yl]g^qgmjhmj[`Yk]Yf\j]im]kll`]_mYjYfl]]& É;mklge]j2O`Yl7<gfÍlqgmljmkle]7AlÍkfgl]fgm_`lg k]dde]Y\]^][lan]hjg\m[l$fgoqgmkYqAÍeYdaYjÁ É=ehdgq]]2Fg$kaj$Aljmklqgm&:mll`]jmd]kg^l`][gehYfq j]imaj]mklgYkcl`]j][]ahl^gjYfq[dYae& É;mklge]j2A[YfÍlZ]da]n]al&9j]qgml]ddaf_e]l`YlA`Yn] lg[ge]ZY[cYfgl`]j\Yqoal`l`]j][]ahl7 É=ehdgq]]2Amf\]jklYf\l`YllàkakYfaf[gfn]fa]f[]^gj qgm$ZmlYkkggfYkqgmZjaf_mkl`]j][]ahlo]oaddeYc]Y [gehd]l]j]^mf\&Mf^gjlmfYl]dqo][YffglY[[]hlYfq [dYaeoal`gmll`]j][]ahl& Table 5.4. L][`faim]klg^Y[]YfYkk]jlan]\ak[mkkagfYf\]pYehd]k(cont.)& 104 Oral communication Type of technique 5 Example Fogging Làkl][`faim]afngdn]kY_j]]af_oal`kge]daeal]\hYjlgô`Yll`]gl`]j akkYqaf_$Zmlf]n]jY_j]]af_lglYddq&O]Y[[]hll`]hYjloalòà[ò] Y_j]]$k`goaf_Yj]YkgfYZd]Z]`Ynagmj$Zmlo]j]^mk]lgY[[]hll`] j]eYafaf_Yj_me]flkYf\YdkgeYc][d]Yjl`Ylo]oaddfglYj_m] Yfqegj]& Aflàkl][`faim]o]emkllYc]aflgY[[gmfll`]lgf]o]mk]$Z][Ymk]aô] mk]Yf]_d][laf_lgf]o][Yf[Ymk]Y__j]kkan]f]kkafl`]afl]jdg[mlgj& Gmjlgf]k`gmd\Z]n]jqima]l&LgYhhdqlàkl][`faim]o][Yfmk] ]phj]kkagfkkm[`Yk2"EYqZ]&&&"$"Qgmea_`lZ]ja_`lYZgmlÁ"$"AfYk]fk]&&&"& Alak[gfn]fa]fllgk`gogjhYjYh`jYk]l`]c]qhgaflkg^l`]hgkalagflYc]f Zql`]gl`]jh]jkgfYf\l`]fY\\Yk]fl]f[]lg]phj]kkl`Ylo]`Yn]fÍl [`Yf_]\gmjeaf\$km[`Yk2"&&&ZmlA[Yffgl\gl`Yl"$gj"&&&Zmlfg$l`Yfck"$ gj"&&&ZmlA\gfÍllàfckg"& L`]eYfY_]jg^l`]hmj[`Ykaf_\]hYjle]fl[Yddk9flgfag$l`] \]hYjle]flYkkaklYfl$lgàkg^â[]&L`][gfn]jkYlagflYc]khdY[] Yk^gddgok2 ÉEYfY_]j29flgfag$`Yn]qgmâfak`]\l`]j]hgjlAYkc]\^gj l`]e]]laf_7 É9flgfag2Fg$kaj$AÍekladdogjcaf_gfal& ÉEYfY_]j29flgfag$qgmÍj]YdoYqkl`]dYkllg\]dan]j ]n]jqlàf_&O`]fo]Yj]dYl]qgmÍj]YdoYqkl`]gf]lg ZdYe]& É9flgfag2AeYqfglZ]l`]^Ykl]klafl`]\]hYjle]fl$ZmlA \gfÍllàfcAÍeYdoYqkl`]dYkllg\]dan]jl`]j]hgjlk& AfYfYj_me]flg^YZgkkoal`Yf]ehdgq]]$l`]^gddgoaf_[gfn]j% kYlagflYc]khdY[]2 Assertive postponement Al[gfkaklkg^\]dYqaf_gmjj]khgfk]lgl`]h]jkgfo`g`Yk[jala[ar]\mk mflado]^]]degj]j]dYp]\Yf\YZd]lgYfko]j[gjj][ldq& É=ehdgq]]2 AlÍk fgl ^Yaj$ AÍe lYcaf_ l`] egkl ogjcdgY\ Yf\ JgZ]jlg`YkZ]]fhjgegl]\Z][Ymk]`]`Ykegj]ljYafaf_$ ZmlAÍel`]gf]o`gj]Yddqogjck`]j]& É:gkk2EYjag$AlàfclàkakYlja[cqakkm]$kgqgmÍ\Z]ll]j_g `ge]fgo&O]oaddlYdcYZgmlalegj]ima]ldqlgegjjgo& L`] ^gddgoaf_ Yj_me]fl lYc]k hdY[] Z]lo]]f Y Zgkk Yf\ Yf]ehdgq]]2 Change processing Alaklgkà^ll`]^g[mkg^l`]Yj_me]fllgl`]YfYdqkakgô`Ylak`Yhh]faf_ Z]lo]]fl`]afl]jdg[mlgjk&AlÍkdac]^gj_]llaf_YZgmll`][gfl]flgô`Ylo] o]j]lYdcaf_YZgmlYf\dggcYll`]k[]f]^jgel`]gmlka\]&L`]egkl\a^â% [mdllàf_g^làkl][`faim]aklgc]]hY[ggd`]Y\Yf\lgZ]YZd]lgj]Ydar] o`Ylak`Yhh]faf_& L`]Z]kllàf_lg\gakfgllg]f_Y_]af\ak[mkkagfkl`Yl\gfÍld]Y\ Yfqo`]j]Yf\lgYkkme]gmjj]khgfkaZadalq$afkl]Y\g^\]^]f\af_gmjk]dn]k ^jgeYkeYddYllY[coal``]YnqYjladd]jq& Ignoring AlakkaeadYjl][`faim]lgl`]hj]nagmkgf]$Ydl`gm_àflàk[Yk]l`]j]ak gfdqgf]j]khgfkaZd]h]jkgf&O][Yfmk]alo`]fo]k]]l`Ylgmjafl]jdg[m% lgjak_]llaf_Yf_jqYf\o]^]Yjl`Ylàkgj`]j[jala[akej]kmdlkafYfafkmdl oal`gml]n]f`Ynaf_l`][`Yf[]lgj]hdq& Gmjnga[]lgf]akYdkgn]jqaehgjlYfl&AlemklZ]caf\Yf\mf\]jklYf\af_$ Z][Ymk]Y[gfl]ehlmgmkgjkm\\]flgf]eYq[Ymk]Y__j]kkan]f]kkafl`] afl]jdg[mlgj$o`gakYdj]Y\qYf_jqYf\eYq[gfka\]jlàklgf]YkYhjgng% [Ylagf& É=ehdgq]]2AlÍkYdoYqkl`]kYe]&O`]fo]Yj]YZgmllgâfak` Yhjgb][lYf\l`]\]Y\daf]akgn]jo]`Yn]lgeYc]Yddl`] [`Yf_]k& É:gkk2O]dd$Zmlo`gÍklgZdYe]^gjlàkkalmYlagf7QgmYj]$ Z][Ymk]qgmoYkl]qgmjlae]Yf\qgm\gfÍlj]Y[lmflado] hj]kkqgmoal`\]Y\daf]k& É=ehdgq]]2L`YlÍkfglljm]&:dYe]algfl`]l]Yeg^]f_af]]jk& AllYc]kY_]k^gjl`]elg\]dan]jeYl]jaYdk$Yf\o`]fl`]q\g$ ]n]jqlàf_Íkojgf_$Yf\o]`Yn]lg[`][c]n]jqlàf_n]jq [dgk]dqkgl`Ylgmjogjc\g]kfÍl`Yn]l`]kYe]eaklYc]k& É:gkk2 O]dd$ A làfc làk `Yk _gf] Z]qgf\ l`] daealkÁ O] gZnagmkdq`Yn]Yfgj_YfarYlagfhjgZd]eoal`l`]lYkckl`Yl emklZ]kgdn]\$Zml]f_Y_af_afYfYj_me]flja_`lfgoogfÍl \gYfq_gg\& Làk[gfn]jkYlagflYc]khdY[]Z]lo]]flogogjceYl]k2 ÉEYj[gk2QgmÍn]\gf]alY_YafÁqgmÍn]\]dan]j]\qgmjogjc Z]^gj]e]$Yf\qgmcf]ol`YlAoYk`mjjqaf_lg\]dan]jlàk ogjc& ÉN[lgj2EYj[gk$A\]dan]j]\l`]ogjco`]fAâfak`]\& ÉEYj[gk2 :ml alÍk YdoYqk l`] kYe]$ qgm bmkl oYfl lg Yffgq e]&&& ÉN[lgj2KgjjqZmlA\gfÍloYfllgYj_m]YZgmllàk& Table 5.4. L][`faim]klg^Y[]YfYkk]jlan]\ak[mkkagfYf\]pYehd]k(cont.)& 105 5 Oral communication Type of technique Assertive agreement AlakYdegkll`]kYe]Yk^g__af_3`go]n]j$afkl]Y\g^_anaf__jgmf\$ oal`gml^mjl`]j[gee]fl$o]eYc][d]Yjl`Ylo]Y[cfgod]\_]l`Yl l`]gl`]jh]jkgf`YkYj]YkgflgZ]Yf_jq$Zmlo]\gfÍlY[[]hll`] oYqalaklgd\& Example Làk[gfn]jkYlagflYc]khdY[]Z]lo]]flogogjceYl]k2 ÉEYj[gk2QgmÍn]\gf]alY_YafÁqgmÍn]\]dan]j]\qgmjogjc Z]^gj]e]$Yf\qgmcf]ol`YlAoYk`mjjqaf_lg\]dan]jlàk ogjc&AlÍkYdoYqkl`]kYe]$qgmbmkloYfllgYffgqe]&&& ÉNa[lgj2Q]k$AÍn]\]dan]j]\l`]ogjcZ]^gj]qgm$ZmlaloYk fglgfhmjhgk]Yf\alÍkfglYdoYqkdac]làk& Assertive question AlakYn]jqgd\l][`faim]$Yf\akYae]\Yllmjfaf_l`]]f]eqaflgYfYddq& Lgmk]làkl][`faim]o]emkl[gfka\]jl`Yll`][jala[akeo]Yj]km^^]jaf_ ako]dd%e]Yfaf_ j]_Yj\d]kkgô`]l`]jalakgjfgl!&L`mk$o]oadd^gj[] l`]gl`]jh]jkgflg_an]mkegj]af^gjeYlagfYZgmlàkgj`]jYj_me]flk kgl`Ylo]cfgoo`Yl`]gjk`]e]YfkYf\o`Yl`]gjk`]oYflkmklg [`Yf_]& A^l`][jala[akeakeYda[agmk$l`]fl`]afl]jdg[mlgjoadd`Yn]fgYj_me]flk3 Zmlaâlak[gfkakl]fl$àkgj`]jYj_me]flkoaddZ]`]dh^mdlgeg\a^qgmj Z]`Ynagmj& Làk[gfn]jkYlagflYc]khdY[]Z]lo]]flogogjceYl]k2 ÉEYj[gk2QgmÍn]\gf]alY_YafÁqgmÍn]\]dan]j]\qgmjogjc Z]^gj]e]$Yf\qgmcf]ol`YlAoYk`mjjqaf_lg\]dan]jlàk ogjc&AlÍkYdoYqkl`]kYe]$qgmbmkloYfllgYffgqe]&&& ÉN[lgj2 O]dd$ l`]f$ o`Yl \g qgm oYfl e] lg \g kg l`Yl al \g]kfÍl`Yhh]fY_Yaf7 Table 5.4. L][`faim]klg^Y[]YfYkk]jlan]\ak[mkkagfYf\]pYehd]k& Activities 23. OgjcafhYajkYf\kgdn]l`]^gddgoaf_kalmYlagfkYhhdqaf_ kge] g^ l`] Ykk]jlan] [geemfa[Ylagf l][`faim]k l`Yl o] `Yn] klm\a]\& Kge]lae]k qgm eYq mk] k]n]jYd l][`faim]k& a) Log \]hYjle]fl eYl]k Yj_m] gn]j o`g k`gmd\ \g YlYkc& ÉEYl] 9 lg EYl] :2 "Qgm `Yn] YdoYqk Z]]f j]khgfka% Zd]^gje]]laf_j][gj\k&Kgqgm`Yn]lg\gallàklae] lgg"& ÉEYl] :2 qgm `Yn] lg k`go qgmj hYjlf]j l`Yl qgm `Yn] YdoYqk Z]af_ af [`Yj_] Z][Ymk] l`] e]]laf_k o]j] YZgml kmZb][lk g^ qgmj k][lagf& :ml làk lae]$ l`] e]]laf_ oYk YZgml Y kmZb][l g^ àk gj `]j k][lagf& b) É:gkk2qgmÍj]n]jqYf_jqZ][Ymk]l`]j]akem[`\]dYq af l`] \]dan]jq g^ Y hjgb][l3 l`] hj]ka\]fl [Yddk qgm ]n]jq\YqlgYkco`]faloaddZ]j]Y\q$Zmlhjg_j]kkak n]jqkdgo&QgmZdYe] qgmj ]ehdgq]]k ^gjl`]ajdalld] \]\a[Ylagf& É=ehdgq]]2qgm`Yn]`Y\hjgZd]ekoal`l`]\g[me]f% lYlagfqgmj][]an]\Z][Ymk]aloYkaf[gjj][l&Egj]gn]j$ Yl]Yee]eZ]j`YkbmklZ]]fâj]\Yf\`YkfglZ]]f j]hdY[]\& c) É;mklge]j2qgm`Yn]Zgm_`lloglgfkg^[]e]fl&Qgm Yj]n]jqmhk]lZ][Ymk]l`][]e]fll`Yll`]kmhhda]j 106 `Ykk]flqgmakfglkmalYZd]^gjqgmjf]]\k&Qgmh`g% f] l`] kmhhda]j Yf\ qgm l]dd àe l`Yl l`]q eY\] Y eaklYc]& É=ehdgq]]2qgmYj][`][caf_l`]afnga[]Yf\l`]gj\]j ak]pY[ldqo`Yll`][mklge]jj]im]kl]\&=n]jqlàf_ak [gjj][l& d) É=ehdgq]]2qgmYj]Yf_jqZ][Ymk]Y[gdd]Y_m]l`Yl`Yk bmklbgaf]\l`][gehYfq`YkZ]]fhjgegl]\$Yf\qgm oYfllgcfgoo`q& É:gkk2 qgm `Yn] n]jq _gg\ j]Ykgfk ^gj _anaf_ l`] hjgeglagflgl`]gl`]j]ehdgq]]$ZmlqgmYj]j]dm[lYfl lgl]ddZ][Ymk]qgmYj]l`]ZgkkYf\qgm\gfÍl`Yn]lg _an]]phdYfYlagfk& e) QgmYj]Yll`]]f\g^l`]egfl`Yf\qgmj\]hYjle]fl emkl e]]l kYd]k lYj_]lk& L`] e]eZ]j g^ l`] \]hYjl% e]fl l`Yl e]]lk kYd]k lYj_]lk âjkl oadd _]l Y Zgfmk g^Ó*((& J]Y\làkYj_me]flYf\[gflafm]Yj_maf_Y[[gj\af_lglàk af^gjeYlagf& ÉEYl]92"Qgmmk]\eq[gehml]jlghjg[]kkqgmjgj\]j Z]^gj]e]Yf\_]ll`]Zgfmk&A`Y\Yfgj\]jl`YloYk j]Y\qlgZ]hjg[]kk]\"& ÉEYl]:2"Qgmo]j]afY[g^^]]Zj]YcYf\eq[gehm% l]jakfglogjcaf_&O`]fqgm[Ye]ZY[cA`Y\Ydj]Y\q âfak`]\Ë& Oral communication 5 Summar y Requirements and characteristics Requirements: analyse the situation and prevent barriers. Features, advantages and disadvantages of oral communication. Develop an oral message Stages: planning/structuring/transmission/feedback. Dialogue and debate Exchange of information between two or more people, with a moderator in the second case. Oral report Oral presentation of data on an issue or situation. Conference Public dissertation about scientific, technical or cultural issues; it’s similar to the debate but on broader issues and with a subjective component that is missing in the report. Interview A person (interviewer) asks a series of questions to another (interviewee) for information or opinion. Example: job interview. Phone calls Techniques for effective telephone communication: voice use/ability to listen/speak slowly/choose words/focus on the conversation. Oral expression Oral communication techniques Barriers Own expectations/making judgements/ disconnection/hurry/distractions. Techniques Attitude of listening/paraphrase and summarize/ issue reinforcing words or compliments/choose the right time and place/look at the caller. Attention and active listening Steps Feeling knowledge/feeling recognition. How Through verbal communication/through non-verbal communication. Benefits of asking The interlocutor feels valued/know new information or verify what we know/find out what the other person thinks or feels/guide the conversation. Showing empathy Listen to communicate better The art of questioning Open/closed/confirmation/rhetoric. Types In group: addressed to the group/direct question to a group member. Improving feedback Attracting the attention of the interlocutor Assertive communication techniques It allows you to know if the message has been perceived in the right way and to close the communication process. Factors that influence the attention Environmental/Non-verbal/Verbal. Broken record/fogging/change processing/ignoring/ assertive agreement/assertive question. 107 5 Oral communication Test review 1. Af\a[Yl]l`]^]Ylmj]l`Yl\g]kfgl[gjj]khgf\lgYkljm[lm% j]\afl]jna]o2 a) L`]kYe]im]klagfkYj]Ykc]\lgYdd[Yf\a\Yl]k& b) Qgm[Yf[gehYj]l`]Yfko]jk& c) L`]j]akfghj]nagmkk]lgîm]klagfk& d) L`]af^gjeYlagfqgm`Yn]akdaeal]\& 2. Oà[`g^l`]^gddgoaf_akfglYoYqgâf^dm]f[af_l`]j][a% ha]flg^YfgjYde]kkY_]7 a) =fnajgfe]flYd[gf\alagfk& b) Mkaf_l`][j]\aZadalqg^l`]k]f\]j& c) LjYfkeallaf_Y[[gj\af_lgl`]]eglagfkg^l`]Ym\a]f[]& d) L`]e]kkY_]ak[j]\aZd]afalk]d^& 3. Oà[`g^l`]^gddgoaf_akY\akY\nYflY_]g^gjYd[geem% fa[Ylagf7 a) Kh]]\& b) L`]mk]g^fgfn]jZYd]d]e]flklg]eh`Ykar]l`]e]k% kY_]& d) L`]j]akgfdqgf][geemfa[Ylagf[`Yff]d& 8. O`YlYj]l`]ZYjja]jklgY[lan]dakl]faf_7 a) Gof ]ph][lYlagfk$ `mjjq$ \ak[gff][lagf$ bm\_]e]flk Yf\\akljY[lagfk& b) Bm\_]e]flk$\akljY[lagfk$\ak[gff][lagf$gof]ph][lY% lagfkYf\kmeeYjqgô`Ylak`]Yj\& c) Gof]ph][lYlagfk$\akljY[lagfk$`mjjqYf\bm\_]e]flk& d) L`]afl]jdg[mlgjakfgll`]ja_`lh]jkgf& 9. Oà[`klYl]e]flYZgml]ehYl`qak[gjj][l7 a) Lgk`go]ehYl`qâjkl$o]emklcfgol`]^]]daf_Yf\ l`]fj][g_far]alafl`]afl]jdg[mlgj& b) =ehYl`qakYf]kk]flaYd[gehgf]flg^Y[lan]dakl]faf_& c) Lg k`go ]ehYl`q$ o] emkl nYdm] gl`]jk Yf\ l`]aj ^]]daf_k& d) 9ddg^l`]YZgn]& 10. >gjeYcaf_im]klagfkhjgh]jdqo]emkl2 c) >]]\ZY[chgl]flaYd& a) 9kcl`]ja_`lh]jkgfYll`]ja_`llae]& d) L`]dYf_mY_]emklZ]mf\]jklgg\Ylâjkl& b) 9kc ]n]jqlàf_ o] f]]\ Yl Yfq lae] lg gZlYaf egj] af^gjeYlagf& 4. Oà[`g^l`]^gddgoaf_akfglYfY\nYflY_]gêYcaf_Y \jY^l7 a) Fglj]h]Ylaf_a\]Yk& b) Kljm[lmjaf_a\]Yk& c) 9nga\af_l`][gf^mkagf& d) 9ddg^l`]YZgn]Yj]Y\nYflY_]k& 5. Oà[`g^l`]^gddgoaf_ghlagfk]phj]kk]kgf]g^l`]eYaf hmjhgk]kg^Yj]hgjl7 a) 9kc^gjkge]làf_& b) Kmhhgjll`]\][akagf%eYcaf_hjg[]kk& c) LjYfkealY[gehdYafl& d) =phj]kkghafagfk& 6. 9[[gj\af_lgl`]fmeZ]jg^hYjla[ahYflk$Yfafl]jna]oeYqZ]2 c) >gjemdYl]l`]im]klagfhjgh]jdq& d) a)Yf\c)Yj][gjj][l& 11. Oà[`g^l`]k]kljYl]_a]kakfglafl]f\]\lgYlljY[ll`] Yll]flagfg^l`]j][]an]j7 a) <jYeYlaraf_l`]]n]flk& b) HdYffaf_l`]e]kkY_]& c) Mkaf_`megmj& d) Mkaf_[gehYjakgfk& 12. 9 im]klagf dac] "O`Yl \g qgm cfgo YZgml G\gfYlY afk][lk7"ak2 a) Gh]f& b) ;dgk]\& a) Af\ana\mYd& c) Eap]\& b) BgZ& d) Fgf]g^l`]YZgn]& c) Af_jgmh& d) HYf]d& 7. EaklYc]kYj]egj]dac]dqlg`Yhh]fafl]d]h`gf][geem% fa[YlagfZ][Ymk]2 a) L`]nga[]akfglhjgh]jdqmk]\& b) L`]ojgf_ogj\k`Yn]Z]]f[`gk]f& 108 c) Dalld]Yll]flagfakhYa\lgl`]afl]jdg[mlgj& 13. O`Ylakl`]l][`faim]g^Ykk]jlan]hgklhgf]e]fl7 a) J]h]Ylaf_l`]gofhgaflg^na]oima]ldq& b) Kà^laf_l`]^g[mklgl`]YfYdqkakgô`Ylak`Yhh]faf_& c) Hgklhgfaf_l`]Yfko]jmflad]n]jqlàf_ak[YdeY_Yaf& d) 9_j]]af_hYjlaYddqoal`l`]gl`]jh]jkgfZmloal`gmlY lglYdkmjj]f\]j& Oral communication 5 Ch ec k your lear ning Identify the elements of oral communication in the transmitted messages 1. FYe]l`]Y\nYflY_]kg^gjYd[geemfa[Ylagf&J][g_far] l`]\a^^]j]fllqh]kg^gjYd[geemfa[Ylagf 2. <gqgmlàfclàkklYl]e]flak[gjj][l7"L`]mfkljm[lm% j]\bgZafl]jna]o`Ykl`]\akY\nYflY_]l`Ylkge]kcaddk$ cfgod]\_] gj ]ph]ja]f[] g^ l`] Yhhda[Yfl ea_`l Z] eakk]\"&Bmkla^qqgmjYfko]j& 3. O`Ylakl`]\a^^]j]f[]Z]lo]]fYj]hgjlYf\Y[gf^]j]f[]7 4. EYc]Yk[`]e]g^l`]\a^^]j]fllqh]kg^j]hgjlk& 5. Dakll`]l][`faim]k^gj]^^][lan]l]d]h`gf][geemfa[Ylagf& 6. Dm[YJmar$eYfY_]jg^HaflmjYkHdkla[Yk\]dKmj$K&D&$`Yk hjg\m[]\Yj]hgjlgfl`]kYd]kg^l`][gehYfqZ]^gj]l`] ZgYj\& 9\aYdg_m]Z]lo]]fl`]`]Y\g^Y\ea% fakljYlagfYf\Yf]ehdgq]]afoà[` l`] Zgkk hjYak]k l`] h]j^gjeYf[] g^ l`]kmZgj\afYl]& =fl]jlYaf 9emk] 9 e]]laf_ Yl oà[` l`] nYjagmk \]% hYjle]fl`]Y\k\ak[mkkl`]Z]kloYq lgjYak]l`][gehYfq& H]jkmY\] ;gfnaf[] F]_glaYl] 9faf^gjeYde]]laf_afoà[è]e% Z]jkg^l`][gehYfql]ddogjcYf][% \gl]k& >af\gml <ak[mkk 8. K]Yj[`l`]o]ZYf\\]âf]_jgmh\qfYea[kYf\l`]\a^^]% j]floYqklgh]j^gjel`]e&L`]feYc]Y[`Yjloalò`Yl k`gmd\Yf\k`gmd\fglZ]\gf]af_jgmh\qfYea[k& 9. DaklkljYl]_a]klgYlljY[ll`]Yll]flagfg^l`]j][]an]jYf\ _an]Yf]pYehd]g^]Y[`& Af `]j hj]k]flYlagf$ k`] `Yk kgm_`l lg à_`da_`l l`] j]Y% kgfko`ql`][gehYfq`Ykkm^^]j]\Y\][daf]aflmjfgn]j Yf\lgkm__]klYdl]jfYlan]k^gjaehjgnaf_l`]k]j]kmdlk2 10. J]Y\ làk \aYdg_m] Yf\ âf\ l`] \a^^]j]fl l][`faim]k lg gZlYafY[lan]dakl]faf_& L`] âjkl hYjl g^ l`] j]hgjl oYk Y _]f]jYd \]k[jahlagf g^ l`] kalmYlagf2 Y , \jgh af _dgZYd kYd]k Yf\ l`] dgkk g^.&-g^l`][mklge]jk&L`]f$k`]mk]\klYlakla[klgk`go l`Yl l`] \][daf] af kYd]k oYk \m] eYafdq lg log ^Y[lgjk2 l`] ][gfgea[ [jakak Yf\ alk aehY[l gf l`] \][daf] g^ l`] Y[lanalq af l`] [gfkljm[lagf k][lgj Yf\ l`] ]e]j_]f[] g^Yf]o[geh]lalgjl`Yl`YkgZlYaf]\hYjlg^l`]eYjc]l k`Yj]g^l`][gehYfq& lg <gdgj]k$ o`g ak Yf YkkaklYfl af l`] hmj[`Ykaf_ \]% hYjle]fl&L`]e]]laf_ak`]d\afEYj[gkÍg^â[]&L`]q kal^Y[af_]Y[`gl`]jgfZgl`ka\]kg^l`]lYZd]& >afYddq$ Dm[Y `Yk [gf[dm\]\ l`Yl l`] kalmYlagf g^ HaflmjYk Hdkla[Yk \]d Kmj ak [jala[Yd ja_`l fgo$ Z][Ymk] l`]ngdme]g^kYd]kakfgl]fgm_`lgklYqafZmkaf]kk&L`] kgdmlagfkk`]km__]klkaf[dm\]l`]h]j^gjeYf[]g^Yegj] Y__j]kkan]kYd]khgda[qlgj]_YafeYjc]lk`Yj]gjlgj]\m[] l`]kar]g^l`][gehYfq& Af\a[Yl]o`YlYj]l`]ZYka[]d]e]flkg^làkj]hgjl& 7. EYl[`l`]^gddgoaf_]pYehd]kg^gjYd[geemfa[Ylagfoal` dYf_mY_]^mf[lagfk& ÉEYj[gk$ eYfY_]j g^ `meYf j]kgmj[]k$ oYflk lg lYdc ÉEYj[gk2 "O] f]]\ Y kmh]jnakgj af l`] dg_akla[k \]% hYjle]fl Yf\$ _an]f qgmj kljgf_ h]j^gjeYf[] af l`] hmj[`Ykaf_ \]hYjle]fl$ A oYk làfcaf_ l`Yl làk hgka% lagfeYqZ]afl]j]klaf_^gjqgm"& É<gdgj]k2"Qgme]YfqgmÍj]g^^]jaf_e]Yhjgeglagf7". ÉEYj[gk2"L`YlÍkja_`l&Aloaddaehdqegj]ogjcdgY\Yf\ hgkkaZdqogjcaf_gn]jlae]$ZmlqgmÍdd`Yn]YZ]ll]jkY% dYjq". É<gdgj]k2 "L`Yl e]Yfk A oadd ]Yjf egj] Zml A oadd `Yn] egj]j]khgfkaZadala]kYf\d]kk^j]]lae]"& ÉEYj[gk2"AÍeY^jYa\kg"& 11. Oà[` g^ l`]k] ]phj]kkagfk k`go ]ehYl`q Yf\ oà[` \gfÍl7 a) 9[gdd]Y_m]`YkbmklZ]]fâj]\Yf\`]akk`g[c]\&Qgmj [gee]flak2";ge]gf$l`YlÍkfgZa_\]Yd"& 9kh]][`g^l`]eYfY_]jYZgmll`] f]]\lgogjc`Yj\]jlgjYak]l`] [gehYfq& KlaemdYl] EglanYl] =f[gmjY_] 9[gmjk]^gj]ehdgq]]kafoà[`l`] kh]Yc]jl]Y[`]k`golgmk]l`]f]o eY[àf]k& KlaemdYl] EglanYl] =f[gmjY_] b) Qgm`Yn]bmklZ]]fhjgegl]\Yf\qgmj^ja]f\k_an]qgm `m_kYf\kYq2";gf_jYlmdYlagfk"& c) 9[gdd]Y_m]akn]jqmhk]lZ][Ymk]`]dgkll`]j][]ahl^gj l`]\]dan]jqg^Yfgj\]j&QgmkYq2"Acfgo`goqgm^]]d$ al`Yhh]fklgYddg^mk"& d) Qgmjkmh]jnakgjakk]fllgYfgl`]j\]hYjle]flo`]j]`] oadd`Yn]egj]ghhgjlmfala]k^gjhjgeglagf&L`]gl`]j \]hYjle]flkmh]jnakgjkYqk2"Qgmoadd`Yn]lgogjc`Yj% \]jl`Yf`]j]"& 109 5 Oral communication Ch ec k your lear ning 12. EYl[`l`]^gddgoaf_im]klagfkoal`l`]lqh]l`]qZ]dgf_lg2 )&O`Yl\gqgmlàfcakZ]ll]j$lg[gflafm] afl`]âfYf[]\]hYjle]flgjlg[j]Yl] YfY[[gmflaf_\]hYjle]flg^gmjgof7 9&Im]klagf Y\\j]kk]\ lgY_jgmh *&@go\gA`Yn]lgkYql`Yll`]â_mj]Af]]\ak l`]]phgjlâ_mj]7 :&;gfâjeYlagf im]klagf +&9lY[gf^]j]f[]2O`gogjckafKE=7 ;&Gh]fim]klagf ÉEYjlY2 ">gj ?g\Ík kYc]$ 9d^j]\g$ l`] k]jn]j ^Yadk ]n]jq\Yq$alÍkaehgkkaZd]lgogjclàkoYq"& ,&Lgegjjgoo]Ydd`Yn]lgZ]Yll`]j][]hlagf lg_j]]ll`]hj]ka\]fl&<go]Ydd`Yn]lgZ] Yll`]j][]hlagf7 <&<aj][l im]klagf É9d^j]\g2 "O]dd$ A làfc làk ak fgl `Yhh]faf_ ]n]jq \Yq"& -&Adac]qgmjhdYflgj]\m[][gklk$Zml`go [Yfqgmaehd]e]flYogjc^gj[]j]\m[lagf oal`gmlf]_glaYlaf_oal`ljY\]mfagfk7 =&;dgk]\ im]klagf ÉEYjlY2"Fgl]n]jq\Yq$Zmlal`Yhh]fk]n]jqo]]c& ;Yf qgm Yf\ qgmj l]Ye \g Y j]hYaj l`Yl dYklk ^gj egj]l`Yfbmklkge]\Yqk7". .&9lY\]hYjle]fle]]laf_2"EYjag$qgm Yj]j]khgfkaZd]^gjl`]Zm\_]l&@go[Yf qgm]phdYafl`]\]naYlagfg^-7". >&J`]lgja[Yd im]klagf É9d^j]\g2"QgmYj]ja_`lo`]fqgmkYqo]g^l]f`Yn] hjgZd]ekoal`l`]k]jn]j$Zmleqh]ghd]ogjcn]jq `Yj\lgeafaear]l`gk]hjgZd]ek"& c) 9d^j]\g$ [gehmlaf_ eYfY_]j$ Yf\ EYjlY$ Y[[gmflaf_ eYfY_]j$`Yn]l`]^gddgoaf_[gfn]jkYlagf2 d) :]lo]]f[gogjc]jk2 13. Oà[` g^ l`] ^gddgoaf_ klYl]e]flk YZgml ^]]\ZY[c Yj] ljm]7;gjj][ll`gk]l`YlYj]ojgf_2 ÉBmdaf2"9fY$`]j]akl`]\g[me]flYlagfqgmj]im]k% l]\^jgee]"& a) Alak]kk]flaYdlgaf[dm\]h]jkgfYd[gee]flk& b) AlakY_gg\ghhgjlmfalqlgj]na]oYddhYkl]n]flkYf\ \ak[mkkl`]eY_Yafkgl`Yll`]q\gfÍl`Yhh]fY_Yaf& c) AlakZ]ll]jlghjg\m[]al\aj][ldqYf\oal`gmlafl]je]% \aYja]k& d) A^ fg ^]]\ZY[c `Yk Z]]f j]im]kl]\ ^jge mk$ l`] Z]kl làf_aklgmk]Yk`Yjhlgf]kgl`Yl]n]jqZg\q[Yfdakl]f& e) O]emklYnga\nYdm]bm\_e]flkYZgmll`]k]f\]jgjàk gj`]jZ]`Ynagmj& É9fY2"Fg$BmdaYf$làkakfgl&AYkc]\qgml`]\g[me]f% lYlagfg^*((1"& 14. Af\a[Yl]oà[`Ykk]jlan][geemfa[Ylagfl][`faim]ko]j] mk]\afl`]^gddgoaf_[Yk]k&=phdYaf]Y[`g^l`]eoal`qgmj gofogj\k& a) É:gkk2 "Bmdaf$ làk ak l`] làj\ lae] A `Yn] Ykc]\ qgm ^gj l`] hjgb][l Yf\ l`] làj\ lae] A `Yn] kYa\ l`Yl qgm`Yn]lg[`][cl`]â_mj]kZ][Ymk]l`]qYj]ojgf_". ÉBmdaf2"FghjgZd]e$Jg\ja_g&A^qgm[Yfl]dde]oà[` hYjlkf]]\[`][caf_Yf\oà[`â_mj]kYj]ojgf_A oadd\]dan]jalY_YafafYk][gf\". b) É=ehdgq]]2 "Ej& EYjlf]r$ o] \]dan]j]\ l`] ogjc Z]^gj]l`]\]Y\daf]Yf\o]oYfl]\lglYc]l`]hYa\ `gda\Yqo]]cl`Ylqgmhjgeak]\". É:gkk2"O]dd$Bgk$làkakfglY_gg\lae]&AfY\\alagf l`]kalmYlagfakfgl_gg\lg_an]qgmY`gda\Yqo]]c oal`kYdYjq". É=ehdgq]]2"Amf\]jklYf\$Zmlqgmhjgeak]\mkl`Yla^ o]âfak`]\l`]ogjcZ]^gj]EYj[`*+qgmogmd\_an] mkYhYa\`gda\Yqo]]c". É:gkk2"Bgk$A[Yffgl_an]qgml`Yl$l`]j]ÍkYdglg^ ogjclg\gYf\o]f]]\Yddqgmj`]dh". 110 É=ehdgq]]2 "O]dd$ l`] làf_ ak l`Yl kge] ]ehdg% q]]k`Yn]Ydj]Y\qZggc]\ljYn]dla[c]lkYf\`gl]dk Z][Ymk]qgmhjgeak]\l`Ylo]]cg^âô]âfak`]\ l`]ogjcZ]^gj]EYj[`*+"& ÉBmdaf2 "9j] qgm ca\\af_7 Al lggc e] l`j]] \Yqk lg \]n]dghlàkaf^gjeYlagf&Qgmlgd\e]*((0". É9fY2"A\a\fÍl$BmdaYf$Af]]\l`]\g[me]flkg^*((1& >mjl`]jegj]$Af]]\l`]e^gjlgegjjgo&Qgm\gfÍl hYqYll]flagfYf\\gfÍldakl]fo`]fkge]Zg\qlYdck lgqgm". ÉBmdaf2"QgmÍj]ojgf_$Yklàkak]pY[ldqo`Ylqgm\g& QgmÍj]YdoYqkgfl`]h`gf]gj\jafcaf_[g^^]]Yf\ \gfÍl]n]fcfgoo`Ylqgmj]im]kl"& É9fY2"O]dd&&&Alàfco]Yj]_]llaf_Yf_jqoal`làk akkm]& >gj l`] f]pl lae] AÍdd Ykc af ojalaf_ kg l`Yl l`]j]akfgeakmf\]jklYf\af_$ja_`l7". Analyse the most common mistakes that occur in oral communication 15. O`q Yj] eaklYc]k egj] dac]dq lg `Yhh]f af l]d]h`gf] [geemfa[Ylagf7 16. A\]fla^q ZYjja]jk lg Y[lan] dakl]faf_ l`Yl g[[mj af l`] ^gddgoaf_kalmYlagfkYf\hjgna\]kgdmlagfk2 a) DYmjY$ kmh]jnakgj g^ l`] dg_akla[k l]Ye$ lja]k lg _an] gj\]jklg`]jl]YeYll`]dgY\af_\g[coàd]oYalaf_^gj Yljm[c& b) EYjag l]ddk àk ^ja]f\ Bmdaf l`Yl `] ak mf`Yhhq af àk eYjjaY_]& c) 9lYe]]laf_lg\ak[mkkl`]f]_glaYlagfg^YdgYfl`] oYj]`gmk]kmh]jnakgjYf\l`][ggj\afYlgj^gj[d]Yfaf_ o]j]hj]k]fl& Unit 6 Telephone communication In this unit you’ll learn how to: 9kk]kkl`]aehgjlYf[]g^l]d]h`gf] [geemfa[Ylagfoalàfl`][gehYfq& A\]fla^ql`]\a^^]j]fl\]na[]kYf\ Zmkaf]kkghhgjlmfala]k^gjl]d]h`gfq& 9fYdqk]l`]nYjagmkk]jna[]kg^^]j]\ Zql]d]h`gf]e]\aY& EYc]Yf\j][]an]]^^][lan] [gjhgjYl]h`gf][Yddk& Hjgh]jdqYhhdqn]jZYdYf\fgf%n]jZYd [geemfa[Ylagfl][`faim]k& Mk]qgmjh`gf]YkYlggd^gjZmkaf]kk Yf\eYjc]laf_hmjhgk]k& And you’ll study: L`]aehgjlYf[]g^l]d]h`gf] [geemfa[Ylagf^gjl`][gehYfq& H`gf]e]\aYmk]\lg\Yq& L`]egkl[geegf^]Ylmj]kg^l`] âp]\Yf\egZad]l]d]h`gfqYf\ l`jgm_`[Ydd[]flj]k& L`]jmd]klgY[à]n]Y_gg\ l]d]h`gf][geemfa[Ylagf& L]d]eYjc]laf_2lqh]k$[`YjY[l]jakla[k Yf\mk]k& 6 Telephone communication 1. Telephone communication Do you know that...? Alexander Graham Bell )0,/% )1**!oYkZgjfaf=\afZmj_` K[gl% dYf\!&@]oYkjYak]\afY^Yeadqg^ kh]][`l`]jYhaklk&:gl`àk_jYf\% ^Yl`]j Yf\ àk ^Yl`]j o]j] kh]% [aYdaklk af làk â]d\$ Yf\ `] Ydkg \][a\]\ lg [gflafm] l`] ^Yeadq ljY\alagflgl]Y[`h]ghd]lgkh]Yc hjgh]jdq& L`jgm_`gml àk da^]$ `] Z][Ye] afl]j]kl]\ af aehjgnaf_ ]\m[Ylagf kqkl]ek ^gj l`] \]Y^$ kg àk eYaf Y[lanalq oYk Yae]\ Yl klm\qaf_ l`]d]Yjfaf_kqkl]e^gjl`gk]oal` `]Yjaf_aehYaje]flk& Af)0/+`]oYkYhhgafl]\hjg^]k% kgjg^Ng[YdH`qkagdg_qYl:gklgf Mfan]jkalq&AfY\\alagflgàkl]Y[`% af_lYkck$:]ddklm\a]\`golg\]ka_f Yf ]d][ljgeY_f]la[ \]na[] l`Yl [gmd\ [gfn]jl ]d][lja[Yd aehmdk]k aflg kgmf\& AfalaYddq$ àk a\]Y oYk lgZmad\Y\]na[]l`YloYk[YhYZd] g^ aealYlaf_ l`] `meYf nga[] Yf\ j]hjg\m[af_ ngo]dk Yf\ [gfkg% fYflk&Af)0/0`]gh]f]\l`]âjkl l]d]h`gf]]p[`Yf_]afF]o@Yn]f ;gff][la[ml!$ Mfal]\ KlYl]k$ Yf\ af )00,$ l`] âjkl dgf_%\aklYf[] [geemfa[Ylagf oalàf l`] [gmf% ljq ^jge :gklgf EYkkY[`mk]llk! lgF]oQgjcoYkeY\]& L]d]h`gf][geemfa[Ylagfakone of the most important forms of communication within the company& 9dl`gm_` lg\Yq alk mk] ak Z]af_ j]hdY[]\ Zq gl`]j ^gjek g^ [geemfa[Ylagf km[`Yk]eYad!$h`gf]mk]akgf]g^l`]egkl[geegfe]YfkZqoà[`lgeYl]jaYdar]Zgl` internal and external communications& Alakn]jqaehgjlYflafZmkaf]kkZ][Ymk]alakl`]e]\amel`jgm_òà[`l`]first contact oal`$gj^jgel`][gehYfqakeY\]&Kg$Z]^gj]Yfqh]jkgfYd[gflY[l$l`]mkmYdlàf_aklgeYc] Yh`gf][YddlgYjjYf_]Yfafl]jna]ogjlgkh][a^qYfqeYll]jgjlgha[&L`]afl]jdg[mlgjYll`] gl`]j]f\g^l`]daf]oadd^gjeYfa\]YYZgmll`][gehYfq\]h]f\af_gfl`]aehj]kkagfY^l]j làkâjkll]d]h`gf][gflY[l& AfYfq[Yk]$Z]qgf\l`]Zmkaf]kkk][lgj$alakYdkg[jm[aYdlg^gddgoYhjgh]jl][`faim]o`]f `Ynaf_l]d]h`gf][gfn]jkYlagfk$YkalakYf]kk]flaYdlggdlgY[à]n]gmj_gYdkafYh`gf][Ydd$ ]al`]jYkalkk]f\]jkgjalkj][aha]flk& >jgel`]klYf\hgaflg^Zmkaf]kk[geemfa[Ylagf$l]d]h`gf]mk]`YkYf]fgjegmkY\nYflY_]2 interlocutors don’t see each other$ Yf\ làk eYq ogjc ^gj kgdnaf_ lja[cq gj mf^YngmjYZd] kalmYlagfk&9kafl]jdg[mlgjk\gfÍlk]]]Y[`gl`]j$l`]Yj_me]flkhjgna\]\afYl]d]h`gf][gf% n]jkYlagfeYqZ]egj]kgda\Yf\[j]\aZd]aô]Yhhdql`]hjgh]jl][`faim]kYf\hjg[]\mj]k& 9fgl`]jY\nYflY_]g^làklqh]g^[geemfa[Ylagfakl`Ylo][Yf\ggl`]jlàf_kYko]kh]Yc$ km[`YklYcaf_fgl]k$k]Yj[`^gjkge]làf_gfl`][gehml]j$Ykckge]làf_lgYogjceYl] YdoYqkoal`\ak[j]lagf!$Yf\kggf& L`mk$o]eYqkYql`YlYhhdqaf_l`]YhhjghjaYl]l]d]h`gf]l][`faim]kak]kk]flaYdlg_]ll`] egklgmlg^làk[geemfa[YlagflggdafZmkaf]kk& L`YfcklgY\nYf[]kafl][`fgdg_q$l]d]h`gf][geemfa[Ylagf\]na[]k`Yn]]ngdn]\_]f]jY% laf_f]ok]jna[]kYf\]phYf\af_alk[YhYZadala]k& Case study 1. Who invented the telephone? 9d]pYf\]j?jY`Ye:]dd )0,/%)1**!`YkZ]]fljY\alagfYddqj]_Yj\]\Ykl`]afn]flgjg^l`] l]d]h`gf]&@go]n]j$Zgl`9flgfagE]m[[aYf\=dak`Y?jYq[dYae]\l`Yll`]qo]j]Ydkg l`]Yml`gjkg^làkafn]flagf&O`Yl[YfqgmkYq7>af\af^gjeYlagfgfdaf]YZgmll`]l`j]] g^l`]e ^gj]pYehd]$ooo&Ykafgjme&[ge'e]m[[a%Z]dd%q%_jYq',(/gjooo&pYlYcY[a]f[aY& [ge'l]d][gemfa[Y[agf]k'/%\]%eYjrg%_jY`Ye%Z]dd%k]%dd]nY%]d%_Ylg%Yd%Y_mY!& Solution: >jgel`]af^gjeYlagfafl`]k]dafck$alk]]ekl`Yll`]afn]flgjg^l`]âjklnga[]%ljYfkeak% kagf\]na[]oYkl`]AlYdaYfE]m[[a3`go]n]j$`][gmd\fÍlafk[jaZ]l`]hYl]flg^àktelettrofonoZ][Ymk]g^k]n]jYd][gfgea[Yf\Zmj]Ym[jYla[j]Ykgfk&:gl`?jY`Ye:]ddYf\ ?jYqafk[jaZ]\gf>]ZjmYjq),$)0/.logk]hYjYl]afn]flagfkl`Ylo]j]]kk]flaYddql`] kYe]afl`]hYl]flg^â[]$Zmll`]^gje]j_glhjagjalqafl`]hjg[]kk YhhYj]fldqZ][Ymk] g^àk[gflY[lkafl`]g^â[]!&:mlaf*((*$l`];gf_j]kkg^l`]Mfal]\KlYl]kg^9e]ja[Y Ydkgj][g_far]\E]m[[aÍkafn]flagf& Activities 1. Lg\Yq$ l`]j] Yj] k]n]jYd h`gf] [gehYfa]k gh]jYlaf_ af KhYaf$Zml\gqgmcfgooà[`[gehYfq`Y\l`]egfg% hgdqgfh`gf]k]jna[]afgmj[gmfljq7O`]f\a\alZ]_af gh]jYlaf_afKhYaf7 2. ;mklge]jh`gf]kmkmYddqklYjloal`l`]hj]âp]k1(($1() gj1(*&O`YlYj]l`]\a^^]j]f[]kYegf_l`]k]hj]âp]k7 112 3. <g qgm cfgo `go eYfq mk]jk g^ egZad] l]d]h`gfq Yj] l`]j]afKhYaf79j]l`]qeYfqgjbmklY^]oj]_Yj\af_l`] hghmdYlagfafgmj[gmfljq7;`][cl`]k]dafck^gj^mjl`]j af^gjeYlagf2 `llh2''ooo&gflka&j]\&]k'gflka']k'af\a[Y\gj' ]ngdm[agf%\]d%fme]jg%\]%[da]fl]k%\]%l]d]^gfaY%egnad%]f% ]khYfYYf\ooo&af]&]k& Telephone communication 6 2. Telephone media and equipment 9degkl]n]jqZg\q`YkYh`gf]lg\Yq egZad]$egkldq!&Làk\]na[]akoa\]khj]Y\Yegf_l`] hghmdYlagfYf\$Yko]klYl]\YZgn]$akgf]g^l`]egklaehgjlYfl[geemfa[Ylagflggdkaf l`]â]d\g^Zmkaf]kk& 9ll`]hj]k]fllae]$egj]Yf\egj][gehYfa]kYj]mkaf_l]d]h`gf]kqkl]eklghjgna\]l`]aj Zmkaf]kkk]jna[]k& L`]nYjagmkdevicesmk]\afl]d]h`gfqYj]mkmYddq_jgmh]\aflgl`j]]lqh]k2 >ap]\af\ana\mYd\]na[]k& HjanYl]ZjYf[`]p[`Yf_]k H:P!& EgZad]\]na[]k& O]oaddcfgoegj]YZgmll`]k]\]na[]kafl`]^gddgoaf_k][lagfk& 2.1. Fixed telephony devices L`]k]\]na[]kYj]cfgofYkfixed telephones.L`]qYj]fgf%hgjlYZd]\]na[]kl`Yl[gff][l lggl`]jh`gf]kgjlgYl]d]h`gf]]p[`Yf_]l`jgm_`Yf]logjcg^[gf\m[lan]e]lYdk copper networks$Ydl`gm_`lg\Yql`]k]Yj]Z]af_j]hdY[]\Zqghla[YdâZ]jf]logjck!& Vocabulary Optical fiber. LjYfkeakkagfe]% \amel`Ylakg^l]fmk]\afl]d]% [geemfa[Ylagfk$ [gfkaklaf_ g^ Yn]jqlàfâZ]j al`Ykl`]là[% cf]kk g^ Y `meYf `Yaj! l`Yl ak eY\] g^ ljYfkhYj]fl eYl]jaYd$ _dYkk gj hdYkla[k& Al k]f\k da_`l hmdk]k l`Yl j]hj]k]fl \YlY lg Z]ljYfkeall]\&L`]da_`lkgmj[] eYqZ]dYk]jgjD=<&;gehYj]\ lg [ghh]j f]logjck$ al ak em[` [`]Yh]j l`] jYo eYl]jaYd ak kYf\!$ Zml al `Yk l`] \akY\nYf% lY_]gâlk^jY_adalqYf\\a^â[mdlq lgZ]o]d\]\& Laser. :]Ye oal` Y kaf_d] oYn]% d]f_l` egfg[`jgeYla[!$Yf\l`]% j]^gj]oal`Ykaf_d][gdgmj& LED.Da_`l%]eallaf_\ag\]& Diode. =d][ljgfa[[gehgf]fll`Yl YddgokYf]d][lja[[mjj]fllghYkk afgfdqgf]\aj][lagf& 2.2. PBX 9private branch exchange or PBXakl`]]imahe]fll`Yl[gff][lk[YddkZ]lo]]flog \]klafYlagfkgj]f\k& IP. Al [gjj]khgf\k lg l`] Y[jg% fqe ^gj Afl]jf]l Hjglg[gd& Làk kqkl]e Yddgok k]f\af_ Yf\ j][]anaf_\YlYgn]jl`]Afl]jf]l& L`]q Yj] dg[Yl]\ af hdY[]k gj dg[Ylagfk l`Yl `gd\ Ydd l`] ]imahe]fl l`Yl hdYqk l`] jgd] g^ [gff][laf_ log \a^^]j]fl _]g_jYhà[Yd hgaflk& L]d][geemfa[Ylagf [gehYfa]k eYfY_] l`] ]imahe]flYf\hjgna\]k]jna[]klgZgl`Zmkaf]kkYf\af\ana\mYdk& :Yka[Yddq$H:PkYj]keYddl]d]h`gf]]p[`Yf_]kl`YlYj]afklYdd]\afl`]g^â[]kg^Y[gehYfq3 l`]ajZYka[^mf[lagfkYj][YddljYfk^]jYegf_]pl]fkagfk$[Ydd]jA<$[gf^]j]f[][Yddk$[YddoYalaf_ Yf\nga[]eYad$Yegf_gl`]jk$Y[[gj\af_lgl`]f]]\kg^l`][gehYfq& Oàd]l`]qeYqZ]YfYdg_m]gj\a_alYd$\a_alYdH:Pklg\Yq`Yn]najlmYddqj]hdY[]\l`]YfYdg_m] \]na[]k& >mjl`]jegj]$ l`] \]n]dghe]fl g^ k]jna[]k l`jgm_` l`] Afl]jf]l `Yk [`Yf_]\ l`] [dYkka[Yd [gf[]hlg^H:P$oà[``YkZ]]fj]hdY[]\ZqAHH:Pk& A. IP PBXs Watch out! 9dkg cfgof Yk VoIP phone systems$ l`]k] [gehj]`]fkan] l]d]h`gf] kqkl]ek hjgna\] l]d]h`gf] [Yddk gn]j AH \YlY f]logjck >a_&.&)!& 9f AH H:P ak [gfâ_mj]\ lg k]f\ Ydd [Yddk mkaf_\YlYhY[c]lkl`jgm_`Ydata network Afl]jf]l!$ jYl`]j l`Yf l`jgm_` ljY\alagfYd l]d]h`gf]f]logjc&9ko]af\a[Yl]\YZgn]$ [gehYfa]k Yj] fgo j]hdY[af_ l`]aj ljY\a% lagfYdkqkl]ek^gjAHH:PkZ][Ymk]g^l`]aj eYfqY\nYflY_]k& O] emkl \a^^]j]flaYl] Z]lo]]f l`] [gf[]hlk g^ Nga[] gn]j AH NgAH!Yf\AHl]d]h`gfq& VoIPak Y k]l g^ klYf\Yj\k$ hjg% lg[gdk$\]na[]kYf\l][`fgdg_a]k ^gjl`]\]dan]jqg^nga[]gn]jl`] AHhjglg[gd& IP Network akl`]hmZda[dqYnYa% dYZd] l]d]h`gf] k]jna[] oal` NgAHl][`fgdg_q& Fig. 6.1. AHH:Peg\]d& 113 6 Telephone communication H:Pk Ydkg `Yn] telephone terminals gj IP telephone terminals; l`] dYll]j \]na[]k Yddgo [geemfa[Ylagf mkaf_ Yf AH f]logjc$ ]al`]j l`jgm_` Y dg[Yd Yj]Y f]logjc gj l`jgm_` l`] Afl]jf]l&9dl`gm_`l`]qdggcdac]Yj]_mdYjl]d]h`gf]$làkakY[lmYddqY`Yj\oYj]l`Ylmk]kY \YlYf]logjc[gff][lagfafkl]Y\g^Yl]d]h`gf]f]logjc[gff][lagf& AHh`gf]kg^l]f`Yn]egj]ghlagfkYf\Y\nYflY_]kl`YfY[gfn]flagfYdl]d]h`gf]&9klàk kqkl]e ak ^mddq \a_alYd Yf\ hjg_jYeeYZd]$ l`gk] l]jeafYdk mkmYddq `Yn] kh][aYd c]qk3 kge] af[dm\]Yna\]g[Ye]jYlgeYc]na\]g[gf^]j]f[]k&L`]hja[]g^l`]k]\]na[]kakmkmYddql`] kYe]YkljY\alagfYdh`gf]k& B. Call centres 9 call centre ak Y lggd Yae]\ Yl [geemfa[Ylaf_ oal` [mklge]jk o`g mk] l`] h`gf] YkYhjaeYjq\]na[]& ;Ydd[]flj]k >a_&.&*!eYfY_]Zglàf[geaf_[Yddk inbound!Yf\gml_gaf_[Yddk outbound!& Lg\Yq$egkl[Ydd[]flj]kYj]eYfY_]\oalÀHH:PkZ][Ymk]l`][gklakem[`dgo]jl`Yfoal` ljY\alagfYdH:Pk$Yf\Ydkgg^^]jY_j]Yl]jnYja]lqg^k]jna[]k& C. Contact centres Fig. 6.2. ;Ydd[]flj]& Contact centres Yj] Yf ]ngdmlagf g^ [Ydd []flj]k Yae]\ Yl eYfY_af_ Y dYj_] ngdme] g^h`gf][Yddk$Zglàf[geaf_Yf\gml_gaf_[Yddk& L`]q[YfYdkgeYfY_]l`]j]dYlagfkàhoal`[mklge]jkl`jgm_`gl`]je]\aYkm[`Yk^Yp$[`Yl gje]kkY_af_kqkl]ek$Zgl`KEKYf\emdlae]\aY& Case study 2. Free registration in IP telephony software Afl]jf]lhjgna\]kmk]jkoalÀHl]d]h`gfqkg^loYj]l`YlYddgokl`]elg[Yddgjj][]an] [YddkYlfg]pljY[gklgfl`]hja[]g^l`]ajAfl]jf]l[gff][lagf&Gf]g^l`]Z]klcfgofak Kcqh]$oà[àkn]jq]YkqlgafklYddYf\[gfâ_mj]& Aflàk[Yk]klm\qo]oadd\gofdgY\Yf\[gfâ_mj]aloal`l`]^gddgoaf_hYjYe]l]jk2 9[[gmflfYe]oal`Skype& Mk]j& HYkkogj\& =%eYad& 9\\Y[gflY[llgqgmjKcqh]Y[[gmfl& Solution: ;j]Ylaf_YfY[[gmfloal`Skypeakn]jq]Ykq&L`]kl]hkYj]l`]^gddgoaf_2 <gofdgY\l`]hjg_jYe^jgel`]o]Z2http://www.skype.com ;da[cgfl`]âd]k]lmh&]p] >gddgol`]afklYddYlagfkl]hk&O]emkl]fl]j2Y[[gmflfYe]$mk]jfYe]Yf\hYkkogj\ Y[geZafYlagfg^d]ll]jkYf\fmeZ]jk!& A^l`]mk]jakYnYadYZd]$gmjKcqh]Y[[gmflakj]Y\qlgZ]mk]\& Activities 4. K]Yj[`l`]Afl]jf]l^gjkge]NgAHk]jna[]hjgna\]jkYf\ojal]\gofl`]fYe]g^ l`j]]g^l`]eYld]Ykl& 5. Dakll`j]]KhYfak`[gehYfa]kl`Yl`Yn]Y[Ydd[]flj]$Yf\l`j]]oal`Y[gflY[l[]flj]& 114 Telephone communication 6 2.3. Mobile devices EgZad]h`gf]k`Yn]mf\gmZl]\dqe]Yflgf]g^l`] great revolutionsg^l`]lo]fla]l`[]f% lmjq$Ykal`Ykhjgna\]\[geemfa[YlagfkYf\egZadalqYkfg\]na[]]n]j\a\Z]^gj]&Al`YkZ]]f kgkm[[]kk^mdl`Ylafkge][gmflja]kdac]KhYaf$j][]flklm\a]kaf\a[Yl]l`Yll`]fmeZ]jg^ egZad]h`gf]\]na[]k^Yj]p[]]\kl`]fmeZ]jgâf`YZalYflk& 9mobile phoneakYhgjlYZd]\]na[] oaj]d]kk!l`YlYddgokY[[]kklgl`]egZad]h`gf] f]logjcaf_]g_jYhà[Yj]Yko`]j]l`]k]jna[]hjgna\]j`Yk[gn]jY_]& 9hYjl^jgeeYcaf_Yf\j][]anaf_h`gf][Yddk$l`]j]Yj]eYfqYf\nYja]\^mf[lagfkl`Yl[Yf Z]h]j^gje]\lg\Yql`jgm_`YegZad]\]na[]2eYcaf_hYqe]flkYf\ZYdYf[af_afimaja]k^jge ZYfcY[[gmflk$[gff][laf_lgl`]Afl]jf]l$k]f\af_Yf\j][]anaf_]eYadk$j][gj\af_na\]gk$lY% caf_imYdalqha[lmj]kYf\jmffaf_eYfqgl`]jYhhda[Ylagfk$\]h]f\af_gfl`]h`gf]o]`Yn]& L`]egZad]l]jeafYdkYj]fgo_jgmh]\aflgtwo typesg^\]na[]k2H<9kYf\KeYjlh`gf]k2 PDA& Al ak najlmYddq Y keYdd [gehml]j >a_& .&,!& L`] Y[jgfqe _g]k ^gj H]jkgfYd <a_alYd9kkaklYfl&L`]qYddgomklgZjgok]l`]Afl]jf]lYf\[`][cgmj]eYadYlYfqlae]Yf\ Yfqo`]j]& Smartphone&AeY_af]YegZad]h`gf]oal`^mjl`]j^mf[lagfkkm[`Ykha[lmj]kYf\na\]gk$ jY\ag$ EH+ hdYq]j gj l]d]nakagf2 làk ak Y KeYjlh`gf] >a_& .&-!& L`] ^mf\Ye]flYd j]Ykgf o`ql`]k]\]na[]k`Yn]Yjak]faklgljqlgeYc]al]Yka]j^gjZmkaf]kkeYfY_]e]flgn]jl`] h`gf]& Fig. 6.3. L`]âjklegZad]h`gf]&Alakl`] EglgjgdY<qfYL9;0(((P&Alo]flgf kYd]af)10+YlYhja[]g^+$11-&Al`Y\ Yo]a_`lg^(&/1c_Yf\alkZYll]jqlggc l]f`gmjklg[`Yj_]&>gjalk\]n]dghe]fl$ EglgjgdYafn]kl]\gf]`mf\j]\eaddagf \gddYjkYf\alkj]k]Yj[`dYkl]\Ydegkl â^l]]fq]Yjk& L`]âjklkg%[Ydd]\KeYjlh`gf]oYk\]n]dgh]\Zql`][gehYfqA:Eaf)11*Yf\oYk[Ydd]\ KAEGF& Alk ^]Ylmj]k o]j] n]jq daeal]\ k]f\ Yf\ j][]an] [Yddk$ [Yd]f\Yj$ Y\\j]kk Zggc$ Yf\ k]f\Yf\j][]an]^Yp]k!$]kh][aYddq[gehYj]\lg[mjj]fl\]na[]k& L`]eYafk]jna[]kl`YlYKeYjlh`gf]eYqhjgna\]Yj]2 Afl]jf]l$o`Yl]n]jgmjkalmYlagf ogjc$`ge]$]l[&!& =%eYad& >ad]ljYfkeakkagf$egkldqaeY_]k& Na\]g[gf^]j]f[]& <a_alYd[Ye]jY ^gjna\]gj][gj\af_Yf\h`glg_jYh`q!& Fig. 6.4. H<9eg\]d& 9m\agYf\na\]gimYdalqhdYq]j& =d][ljgfa[h]jkgfYdY_]f\Y& ?HK _]g_jYhà[Yddg[YlagfeYhkg^_j]YlY[[mjY[q!& Gofgh]jYlaf_kqkl]e& Activities 6. QgmhjgZYZdq`Yn]Yh]jkgfYdegZad]h`gf]&EYc]Yk`gjldakloal`l`]eYaf^]Ylmj]k g^qgmjl]jeafYd& 7. K]Yj[`l`]Afl]jf]llgâf\gmll`]j]Ykgfo`qegZad]\]na[]kYdoYqk`Yn]=f_dak` fYe]k& 8. <gqgmcfgol`]e]Yfaf_g^l`]^gddgoaf_a[gfk\akhdYq]\gfYegZad]l]jeafYd7 Fig. 6.5. KeYjlh`gf]eg\]d& Watch out! >gj kge] g^ l`] e]flagf]\ k]j% na[]k$ âjkl o] emkl àj] gj Yhhdq ^gjl`]elggmjl]d]h`gf]k]jna[] hjgna\]j& 115 6 Telephone communication 3. Additional services offered by the telephone equipment L`]k]jna[]kl`Yll]d]h`gfq]imahe]fl[Yfg^^]jYj]nYja]\$Yf\YnYadYZadalq\]h]f\kgfgmj kmhhda]jg^l`]k]k]jna[]k&Afegkl[Yk]k$l`]k]k]jna[]kaehdqYf]pljY[`Yj_]& Kmhhd]e]flYjqk]jna[]keYqZ]_jgmh]\aflg2 >ap]\l]d]h`gfq ;geegf^]Ylmj]k H:P EgZad]l]d]h`gfq Supplementary services of telephone equipment :addaf_%j]dYl]\k]jna[]k :mkaf]kk%j]dYl]\k]jna[]k Scheme 6.1. 9\\alagfYdk]jna[]kg^l]d]h`gf]]imahe]fl& 3.1. Common features L`]j]Yj][]jlYaf^]Ylmj]kl`YlYj][geegfoalàf]Y[`lqh]g^k]jna[]&O]oaddklm\ql`]e afl`]^gddgoaf_k][lagfk& A. Fixed telephony L`]k]Yj]l`][geegf^]Ylmj]kg^âp]\l]d]h`gfq2 Notice of charge AlYddgokl`]mk]jlgj][]an]af^gjeYlagfgfl`][gklg^Y[Ydd\mjaf_Yf\'gjYll`]]f\gâl& Call forwarding Al\an]jlkaf[geaf_[YddklgYfqh`gf]fmeZ]jl`Yl`YkZ]]fhj]nagmkdq[`gk]f& Call hold Alc]]hkY[Yddgf`gd\lgYll]f\Yfgl`]jaf[geaf_[YddYf\j]lja]n]kalY_Yaf& Call waiting Alfglaâ]kYfaf[geaf_[Yddlgl`]kmZk[jaZ]joàd]lYdcaf_$kgl`Yll`]kmZk[jaZ]jeYqj]b][l$Y[[]hl gja_fgj]l`Yl[Ydd& Call offer Al\akhdYqkl`]af[geaf_[Yddgfl`]k[j]]fYf\Yddgokl`]j][aha]fllgY[[]hlgjj]b][lal& Identification of the calling line Ala\]flaâ]kl`]af[geaf_[YddfmeZ]jk& Three-way calling L`j]]h]ghd][YflYdckaemdlYf]gmkdq& Completion of calls Af[Yk]g^^Yadmj]lgYfko]jY[Ydd$gjo`]fl`]mk]jakZmkq$l`][Yddakâfak`]\& Call transfer Al]fYZd]kYmk]jlg[gff][llogaf[geaf_[Yddk& Notice of initiation of multiconference AlYddgokY[geemfa[Ylagfoalègj]l`Yfgf]j][aha]flYlYlae]& Recall AleYc]kY[Yddlgl`]dYkl\aYd]\fmeZ]j$]n]fk]n]jYdlae]k& Table 6.1. Lqha[Ydk]jna[]kg^âp]\l]d]h`gfq& Activities 9. L`]k]jna[]kafLYZd].&)Yj]fgll`]gfdqgf]k&K]Yj[`l`] o]ZYf\]phdYafl`]k]logkmhhd]e]flYjqk]jna[]k2 116 a) <gfgl\aklmjZ& b) Emdlahd]kmZk[jaZ]j& Telephone communication 6 B. PBXs Afl`][Yk]g^H:Pk$l`]egkl[geegfsupplementary featuresYj]2 Identification of incoming calls. Call restrictions. Aldaealkl`]fmeZ]jg^[YddkeY\]lgl`]gmlka\]& Music on hold&L`jgm_`làkk]jna[]$l`]mk]j`]YjkYemka[Ydlmf][`gk]fZql`][gehYfq mfladl`]gh]jYlgjgjl`]YhhjghjaYl]l]d]h`gf]]pl]fkagfYfko]jkl`Yl[Ydd& Billing information. L`jgm_`làk^]Ylmj]o]Yj]af^gje]\YZgmll`][gklg^Yk]jna[]& Af Y\\alagf lg l`]k] ^]Ylmj]k$ l`]j] Yj] gl`]jk l`Yl Yj] kh][aâ[ ^gj IP PBXs$ af[dm\af_ l`] ^gddgoaf_2 ;YddljYfk^]j$Zglàfl]jfYdYf\]pl]jfYd& ;Ydd^gjoYj\af_o`]fl`]daf]akZmkqgjl`][YddakfglYfko]j]\& <gfgl\aklmjZ& J]egl]]pl]fkagfkgmlg^g^â[] ^gjl]d][geeml]jkgj]ehdgq]]kg^gl`]jg^â[]k!& ;Ydd_jgmhk& J]egl][Ydd[Yhlmj]& Nga[]eYad _]f]jYd$af\ana\mYdYf\_jgmh!hjgl][l]\ZqhYkkogj\& =%eYad& Do you know that...? Telecommuting gj telework ak Y e]l`g\l`YlYddgok\aklYf[]ogjc& Lg\Yq$egj]Yf\egj][gehYfa]k lYc] Y\nYflY_] g^ l`] Z]f]âlk l`Yllàkkqkl]e`Yk^gj]ehdgq]]k Yf\^gjl`][gehYfq& EYfY_]e]flg^ZdY[cdaklk h`gf]fmeZ]jkoal`^gjZa\\]fY[[]kk!& 9[lagfklgZ]lYc]fY[[gj\af_lg\Yl]kYf\lae]k ogjcaf_`gmjk$`gda\Yqk$]l[&!& ;gf^]j]f[]jggek loggjegj]l]jeafYdkkaemdlYf]gmkdq!& Daklgâf[geaf_Yf\gml_gaf_[Yddk$oal`[gfkmehlagf_jYhà[k& 9mlgeYla[\]l][lagfgâf[geaf_^Yp]k& Im]maf_gâf[geaf_[Yddk ^mf[lagf^gj[Ydd[]flj]k!& J][gj\af_gâf[geaf_Yf\gml_gaf_[Yddk ^mf[lagf^gj[Ydd[]flj]k!& Na\]g[gf^]j]f[af_$oà[`Yddgoklg[Yjjqgml[gfn]jkYlagfkYf\k]]loggjegj]h]ghd] dg[Yl]\af\a^^]j]fl_]g_jYhà[YdYj]Ykgn]jl`]Afl]jf]l& C. Mobile telephony L`] ^]Ylmj]k l`Yl egZad] l]jeafYdk [Yf g^^]j oadd \]h]f\ gf l`] kh][aâ[ model Yf\ l`] service provider l]d]h`gf][gehYfq!&L`]egkl[geegfYj]2 Length of calls:Zglàf[geaf_Yf\gml_gaf_& Voice mail: a^Y[YddakfglYfko]j]\$YeYadZgpoadd[gdd][ll`]e]kkY_]k& Call forwarding. Call waiting. Missed calls: a^gmjh`gf]akg^^$gmlg^[gn]jY_]gjZmkq$làk^]Ylmj]oaddfgla^qmkl`] af[geaf_[Yddkl`Ylo]`Yn]j][]an]\Zml`Yn]fÍlYfko]j]\&Làkfgla[]akmkmYddq[Yjja]\ gmlnaYKEK& Address book: l`]l]jeafYd[Yfklgj]l`]h`gf]fmeZ]jkg^qgmj[gflY[lk&=Y[`[gflY[l lqha[Yddqaf[dm\]kk]n]jYdlqh]kg^h`gf]fmeZ]jk eYaf$ogjc$`ge]$]l[&!$Yko]ddYkgl`]j \YlY$km[`Yk]eYadgjo]ZhY_]& Conference calling:alYddgok`Ynaf_[gfn]jkYlagfkoal`k]n]jYdh]ghd]Ylgf[]& Emergency call: al [Yf [geemfa[Yl] oal` Yf ]e]j_]f[q l]d]h`gf] fmeZ]j$ ))* ^gj =mjgh]!$j]_Yj\d]kkg^l`]eg\]afoà[`l`]h`gf]ak& 117 6 Telephone communication Vocabulary Voice recognition: al Yddgok qgm lg [Ydd Y mk]j fmeZ]j mkaf_ qgmj nga[] oal`gml lqhaf_ gjk]d][laf_l`]fmeZ]j& Bluetooth.;geemfa[Ylagflggd l`YlYddgoknga[]Yf\\YlYljYfk% eakkagfnaYjY\ag& Infrared: al Yddgok \YlY ljYfkeakkagf Z]lo]]f \]na[]k& Fgo al ak Z]af_ j]hdY[]\ Zq l`] :dm]lggl`kqkl]e& WI-FI. L`] l]je oYk [gaf]\ Zq l`]"Oa%>a9ddaYf[]"&AlakYk]lg^ klYf\Yj\k^gjoaj]d]kkf]logjck& Alogjckoal`jY\agoYn]k& GPRS:làkl][`fgdg_qYddgokY[[]kklgnYjagmkk]jna[]kkm[`Ykmk]jdg[Ylagf$jgml]kYf\ eYhk[`][caf_$gfdaf]k`ghhaf_$]l[& WAP. Hjglg[gd l`Yl mk]k oaj]% d]kkf]logjck km[`YkY[[]kkaf_ l`] Afl]jf]l l`jgm_` Y egZa% d] h`gf]!& Al e]Yfk "Oaj]d]kk 9hhda[YlagfHjglg[gd"& UMTS. Ale]Yfk"Mfan]jkYdEg% Zad] L]d][geemfa[Ylagfk Kqk% l]e"& Al j]hdY[]k l`] gd\ ?KE Yf\akmk]\af+? làj\_]f]jY% lagf!l]jeafYdk& 3G.9ZZj]naYlagf^gjlàj\_]f]% jYlagf& K]jna[]k j]dYl]\ lg làj\ _]f]jYlagfl]jeafYdkhjgna\]l`] YZadalqlgljYfk^]jng[]$\YlYYf\ fgf%nga[] \YlY km[` Yk \gof% dgY\af_ hjg_jYek$ ]p[`Yf_af_ ]eYadYf\afklYfle]kkY_af_!& Protocol. K]l g^ jmd]k l`Yl Yj] ]klYZdak`]\ ^gj log \]na[]k lg [geemfa[Yl]oal`]Y[`gl`]j& SMS messages: k]jna[] l`Yl Yddgok qgm lg k]f\ k`gjl e]kkY_]k& =Y[` e]kkY_] ak g^l]f Z]lo]]f).(Yf\*(([`YjY[l]jk& Multimedia messaging or MMS: al Yddgok qgm lg k]f\ e]kkY_]k oal` ha[lmj]k$ na\]gk$ nga[]âd]k$kgf_k$]l[& Video calling: qgm[Yfk]]qgmjafl]jdg[mlgjafqgmjl]jeafYdk[j]]fYkqgmkh]Yc& Downloads: qgm[Yfh]j^gjed]_Yd\gofdgY\kgêmka[$na\]gk$hjg_jYek$Yf\kggf& Email: qgm[Yfk]f\Yf\j][]an]]%eYadkgfqgmjl]jeafYd$Zmlâjklqgmemkl[gfâ_mj]qgmj egZad]h`gf]lg\gkg& Internet services: qgm[YfY[[]kkl`]o]ZnaYYeg\]egjOa%>af]logjck& GPS navigation:alYddgokqgmlgmk]qgmjl]jeafYdYkYfYna_Ylagfkqkl]e$^gj]pYehd]$ o`]f\janaf_af[ala]kl`Ylqgm\gfÍlcfgo& 3.2. Billing-related services :gl` âp]\ Yf\ egZad] l]d]h`gfq `Yn] Zaddaf_%j]dYl]\ k]jna[]k& <]h]f\af_ gf l`] k]jna[] hjgna\]j$l`]qeYqZ]g^^]j]\^gj^j]]gjafngdn]]pljY[gklk& L`]k]k]jna[]k[YfZ]_jgmh]\aflgl`j]]lqh]k2 Information on bills: alakl`]k]lg^\YlYl`YlYhh]YjkgfqgmjZadd$km[`Ykl`]mk]j$h`gf] fmeZ]jkl`Ylqgm[Ydd$\mjYlagfYf\[gklkg^]n]jq[Ydd$\ak[gmflhdYfk$Yf\kggf& Consumption control: a^j]im]kl]\$làkk]jna[]k]f\kYfYd]jllgl`]mk]jo`]fYkh][aâ[ Zaddaf_daeal`YkZ]]f]p[]]\]\& Flat fee:ale]Yfkl`Ylo]hYqYâp]\Yegmflafl`]Zaddaf_h]jag\$j]_Yj\d]kkg^l`]Yegmfl Yf\ \mjYlagf g^ [Yddk& Al ak mkmYddq Yhhda]\ lg âp]\ l]d]h`gfq mk]jk$ Zml [mjj]fldq al ak ]phYf\af_lgegZad]l]d]h`gfq& 3.3. Business-related services O`]flYdcaf_YZgmll]d]h`gfqk]jna[]kj]dYl]\lgZmkaf]kk YhYjl^jgeo`Yl`YkZ]]fYdj]Y\q \ak[mkk]\afhj]nagmkk][lagfk!$o]emklj]^]jlgl`]k]lg^j]dYlagfkàhkoal`kmhhda]jk$]ehdg% q]]kYf\[mklge]jk&L`mk$afl`][gjhgjYl]Zmkaf]kkogjd\l`]j]Yj]logaehgjlYfl[gf[]hlk2 M-Business (Mobile Business Development): alakl`]mk]g^l][`fgdg_qYf\Yhhda[Ylagfk l`Yl ]fYZd]k Zmkaf]kk hjg[]kk]k mkaf_ egZad] \]na[]k& Al af[dm\]k Y fmeZ]j g^ Y[lanala]k jYf_af_ ^jge [geemfa[Ylagfk naY ]%eYad lg j][]anaf_ hjg\m[l af^gjeYlagf naY KEK gj gj\]jaf_l`jgm_`l`]h`gf]&E%Zmkaf]kkaf[dm\]kl`]^gddgoaf_Zmkaf]kklqh]k2 – B2B (Business to Business): Yhhda[Ylagfkgja]fl]\lgl`]kYd]g^_gg\kYf\k]jna[]k&>gj ]pYehd]$ al `Yhh]fk Z]lo]]f Y [gehYfq Yf\ gf] g^ alk [mklge]jk oà[`$ af lmjf$ ak Yfgl`]j[gehYfq!& – B2C(Business to Consumer)2l`]hjg[]kkl`Ylg[[mjkZ]lo]]fY[gehYfqYf\Y[gf% kme]j& >gj ]pYehd]$ al `Yhh]fk Z]lo]]f Y [gehYfq Yf\ Y h]jkgf Zmqaf_ kge]làf_ l`jgm_`YegZad]h`gf]& 118 Telephone communication 6 – B2E(Business to Employee): k]lg^Y[lanala]kYae]\Ylhjgna\af_hjg\m[lkgjk]jna[]klg Y[gehYfqÍkgof]ehdgq]]k& – B2G (Business to Government): alak^g[mk]\gfZmkaf]kkY[lanala]kZ]lo]]fZmkaf]kk Yf\_gn]jfe]flk ]al`]jdg[Yddq$j]_agfYddqgjfYlagfYddqYf\]n]fafl]jfYlagfYddq!& M-Commerce (Mobile Commerce): làk [gf[]hl af[dm\]k Yfq ljYfkY[lagf [Yjja]\ gml l`jgm_`Yl]d][geemfa[Ylagfkf]logjc km[`Ykl`gk]eY\]l`jgm_`YegZad]h`gf]gj l`jgm_`H:Pk!&:mqaf_Yegna]la[c]lmkaf_l`]egZad]h`gf]akYfE%;gee]j[]kalmYlagf& Aflmjf$l`]j]Yj]l`j]]lqh]kg^k]jna[]oalàfE%;gee]j[]2 – Mobile-ticketing: Y[mklge]j[Yfgj\]j$hYq^gj$gZlYafYf\[gfâjela[c]lk^jgeYfq% o`]j]Yf\Yfqlae]oal`YegZad]\]na[]& – Mobile-banking:alakl`]mk]gêgZad]\]na[]k^gjljYfkY[lagfk$hYqe]flkgjYfqgl`]j caf\g^gh]jYlagfoal`YâfYf[aYdafklalmlagf&Alakh]j^gje]\naYKEKgjgfdaf]& – Mobile payments:alakl`][`Yj_]lg[mklge]jkl`jgm_ègZad]\]na[]k& Case study 3. Services through mobile phone O]f]]\lgeYc]Yl]d]h`gf]Yhhgafle]flYlY`]Ydl`[Yj]k]jna[]$oà[àkhjgna\]\ l`jgm_`Y[Ydd[]flj]& D]lÍkk]]o`Ylcaf\g^k]jna[]kYj]hjg\m[]\o`]fo][Ydd^jgeYegZad]h`gf]Yf\2 a) O][YddY1(*fmeZ]jYf\o]Yj]af^gje]\YZgmlalk[gkl& b) L`]qafnal]mklg[`ggk]Yf]pl]fkagf km[`Yko`]fo]`]Yj2">gj[gfkmdlYlagfk$ hd]Yk]hj]kk)3^gjgmlhYla]flk$hd]Yk]hj]kk*3gl`]joak]$hd]Yk]`gd\l`]daf]"!& 9lmf]hdYqkoàd]o]oYal& c) 9fgh]jYlgjl]ddkmkl`Yll`][gfn]jkYlagfoaddZ]j][gj\]\^gjk][mjalqj]Ykgfk& d) O]Yj]lgd\l`Yll`]\Yl]Yf\lae]g^l`]Yhhgafle]floaddZ]k]fllgmknaYYl]pl e]kkY_] KEK!lggmjegZad]h`gf]& Solution: L`]lqh]kg^k]jna[]kl`Ylo]`Yn]Z]]fg^^]j]\Yj]2 a) ;YddlgYhj]eame%jYl]h`gf]fmeZ]j af^gjeYlagfgf[gklk!& b) ;YddljYfk^]joalèmka[gf`gd\& c) Im]maf_^gjaf[geaf_[YddkYf\j][gj\af_gâf[geaf_[Yddk& d) KEKe]kkY_]k]jna[]& Activities 10. Af\a[Yl]o`Yllqh]g^Zmkaf]kkakg[[mjjaf_af]Y[`g^l`]^gddgoaf_[Yk]k2 a) 9[Yj[gehYfqk]f\kYfKEKYZgmlYf]o[Yjeg\]d& b) 9ZYfcg^^]jkafkmjYf[]^gjY[da]fl[gehYfql`jgm_`YfEEK& 11. AeY_af]qgm`Yn]YegZad]l]jeafYdYf\qgmj][]an]l`]^gddgoaf_e]kkY_]k2 a) "Km\af]jg:Yfcaf^gjekqgml`YlY[`Yj_]g^Ó)-(`YkZ]]feY\]gfqgmj[Yj\ ,-,.&PPPP&PPPP&0/1. gf )*&)*&*()*& ;gf[]hl2 hmj[`Yk] eY\] gf 9eYrgf& Egj]af^g21(1&))&**&++"& b) "=fljY\Yk\aj][lYk&[ge2[gfâjeYlagfakj]im]kl]\^gjhmj[`Yk]kgf)*&)*&*()*Yl )12+(&;gf[]hl2+la[c]lk&K]f\YfKEKlg.((&-.&01&/-&KEK[gkl2(&(1[]flk#N9L"& 119 6 Telephone communication 4. Rules for a good telephone communication 9[à]naf_Ykeggl`Yf\]^^][lan][geemfa[Ylagfo`]fo]`gd\Yl]d]h`gf][gfn]jkYlagfak ]kk]flaYd$Yko]Yfla[ahYl]\&L`]j]^gj]$o]`Yn]lg^gddgo[]jlYafjmd]kkm[`Ykl`gk]hjgna\]\ Z]dgo& 4.1. Basic rules Lg\Yq$l`]h`gf]`YkZ][ge]Yf]kk]flaYd]d]e]flafl`]fgjeYdda^]g^Yfq[gehYfq& Afk][lagf*&-g^l`]hj]nagmkmfalo]klm\a]\kge]l][`faim]k^gj]klYZdakàf_]^^][lan]l]d]% h`gf][geemfa[Ylagf^jgel`]hgaflg^na]og^l`][`Yff]d3aflàkk][lagfo]oaddk]]gl`]j l][`faim]kfglgfdqlgY[à]n]]^^][lan][geemfa[Ylagf$ZmlYdkglg_]f]jYl]Yhgkalan]aeY% _]g^gmjk]dn]kYf\l`][gehYfqYf\Y[à]n]Zmkaf]kkYf\hjg^]kkagfYd_gYdk& 9h`gf][Yddakg^l]fl`]âjkl[gflY[ll`Ylgmjafl]jdg[mlgj`Ykoal`gmj[gehYfq$kglàk [Ydd `Yk lg Z] h]j^][l af gj\]j lg transmit a good image& KaeadYjdq$ o`]f o] eYc] h]jkgfYd[Yddk$o]emklYdkgY[lafYfYhhjghjaYl]oYq$Z][Ymk]o`Ylo]hYkkgfoadd[j]Yl] YfaeY_]g^gmjk]dn]kafgmjafl]jdg[mlgj& Stages of a phone call O`]feYcaf_Yh`gf][Ydd$o][Yf\aklaf_mak`four stagesafl`]hjg[]kk2 Introduction 9llàkklY_]$o`]l`]jo][Yddgjj][]an]Y[Ydd$o]emkl_j]]l$a\]fla^qgmjk]dn]k Zq fYe]Yf\kmjfYe]!$a\]fla^ql`][gehYfqYf\af[dm\]l`]j]Ykgf^gjl`][Ydd&>gj ]pYehd]2"@]ddg$eqfYe]akBgk]^YEYjlf$^jgel`][gehYfqE]lYdhdmk$K&9&AoYfl lglYdcoal`l`]`]Y\gôgjck$hd]Yk]"& Spanish assistant 9mfim]]f]klYmfa\Y\`YqnYjagk ]b]ehdgk \] ^jYk]k im] km]d]f mladarYjk] Yd l]d^gfg ]f af_dk$ Yim la]f]k Yd_mfYk ek hYjY im] hm]\Yk Y^jgflYj dY \a^[ad lYj]Y \] [gemfa[Yjl] Y ljYnk \] ]kl] [YfYd2 @]ddg$ làk ak EYjY ?mlajj]r& @go[YfA`]dhqgm72[gegn]% jk$Ydhj]k]flYjfgkfg\][aegk AYe$kafglàkak& EYq A kh]Yc lg l`] @J eYfY% _]j$ hd]Yk]72 ^bYl] ]f im] ]k ek[gjj][lgmkYjeYqim][Yf [mYf\g im]j]egk ]phj]kYj ]d eglang \] dY ddYeY\Y& Kaf ]e% ZYj_g$ gljY ^gjeY emq [gef \]]phj]kYjdgkeakeg]k2;Yf A`Yn]l`]@JeYfY_]j$hd]Yk]7 Hd]Yk] `gd\ l`] daf]!2 ]klY ]k dY^gjeY\]h]\ajYima]fddYeY im] k] eYfl]f_Y Y dY ]kh]jY ea]fljYk hYkYegk dY ddYeY\Y g [gfkmdlYegk im] dY h]jkgfY im]hm]\]kgdn]flYj]dhjgZd]% eY& 120 Gf[] o] `Yn] [gflY[l]\ l`] h]jkgf o] oYfl$ l`] [gfn]jkYlagf klYjlk& >gj ]pYehd]$aô]oYfllgafljg\m[]f]ohjg\m[lkgjk]jna[]k$o]emkl]phdYafl`] Y\nYflY_]kYf\l`]^]Ylmj]kl`Yl\a^^]j]flaYl]l`]e^jgekaeadYjghlagfk3o]eYq fYe]kge][mklge]jko`g`Yn]Ydj]Y\qhmj[`Yk]\kge]g^l`]e$Yf\kggf& Development <mjaf_l`][gmjk]g^l`][gfn]jkYlagf$o]emklYkk]kkl`]afl]jdg[mlgjafgj\]jlg Y\bmkllgY\bmkll`]ng[YZmdYjqo]mk]lgàkgj`]jd]n]d$Z][Ymk]aô]mk]l][`fa[Yd l]jekl`]qea_`lfglmf\]jklYf\mk& O]oaddYdkghYqkh][aYdYll]flagflgâdd]jk$km[`Yk2"=]]```Á"$"me&&&"$Z][Ymk] l`] h]j[]hlagf YZgml gmj afl]dda_]f[] gj k][mjalq af l`] afl]jdg[mlgj eYq Z] \YeY_]\&Afkl]Y\o][Yfmk]YhYmk]$YkaloaddgfdqdYklY^]ok][gf\kYf\l`][Ydd]j ogfÍlfgla[]& Closure Alakl`]lmjfaf_hgaflg^l`][gfn]jkYlagf$Yko]emkl`Yn]Y[à]n]\l`]_gYdg^ l`][YddZ]^gj]`Yf_af_mh&>gj]pYehd]$a^qgmoYfll`]afl]jdg[mlgjlg_an]qgmYf Yhhgafle]fllgafljg\m[]qgmjhjg\m[lk$qgm[YfkYq2"AâlÍkGCoal`qgm$Ej&<Yr$ o][gmd\e]]lafqgmjg^â[]f]plo]]cYf\ogmd\k`goqgmkge]kYehd]k&;gmd\ qgmeYc]algfLm]k\Yq7"& A^qgm\gfÍlj]Y[`l`]_gYdafl`]âjkl[Ydd$ljqlgYjjYf_]Yfgl`]jh`gf][Ydd^gjY egj][gfn]fa]fllae]^gjl`]afl]jdg[mlgj&Afl`Yl[Yddqgmoaddj]h]Yll`]hjg[]kk& Farewell Al ak lae] lg âfak` l`] [geemfa[Ylagf oal` gmj afl]jdg[mlgj& Lg kYq _gg\Zq] hjgh]jdq$ o] emkl l`Yfc l`] afl]jdg[mlgj ^gj l`] Yll]flagf Yf\ mk] Y hgdal] k]l ]phj]kkagfkm[`Yk2"L`Yfcqgm^gjqgmjlae]$Ej&<Yr&@Yn]Yfa[]\Yq"& Table 6.2. KlY_]kg^Yh`gf][Ydd& Telephone communication 6 4.2. Rules for answering a call Fgo$ o] oadd klm\q []jlYaf jmd]k l`Yl oadd Yddgo mk lg Yfko]j Y h`gf] [Ydd hjgh]jdq Yf\ lg ljYfkeal Y _gg\ aeY_] g^ gmj [gehYfq& LYZd] .&+ _jgmhk l`]e aflg log lqh]k2 l`gk] Ykkg[aYl]\oal`fgf%n]jZYd[geemfa[YlagfYf\l`gk][gf[]jfaf_n]jZYd[geemfa[Ylagf& Rules relating to aspects of non-verbal communication Rules relating to aspects of verbal communication 9fko]j[YddkYkkggfYkhgkkaZd]2l`]âjklgjk][gf\jaf_& 9fko]jhgdal]dqYf\[gmjl]gmkdq&>gj]pYehd]2"LY\YeaEm]Zd]k$_gg\ egjfaf_"$"LY\YeaEm]Zd]k$làkakEYjYkh]Ycaf_$`goA[Yf`]dhqgm7"& Kh]YcafYj]dYp]\Yf\kg^llgf]& HYqYll]flagflgqgmj\a[lagfYf\hjgfmf[aYlagf&QgmemkllYc]kh][aYd [Yj]a^qgm`Yn]Yn]jqkljgf_j]_agfYdY[[]fll`YleYqhj]n]flgmj afl]jdg[mlgj^jgemf\]jklYf\af_& Nga[]ngdme]emklYdkgZ]eg\]jYl]& :]n]jq[Yj]^mdoalògj\kl`Ylo]\gfÍloYfll`]afl]jdg[mlgjlg`]Yj$Yk [gn]jaf_l`]`Yf\k]leYqfglZ]]fgm_`&A^qgmjafl]jdg[mlgj`]Yjko`Yl qgmkYq$qgmoadd[j]Yl]Yn]jqZY\aehj]kkagf& <gfglc]]hl`][Ydd]jgf`gd\^gjdgf_&9eYpaemeg^+(k][gf\k& <gfgl^gj_]ll`]jmd]kg^[gmjl]kqYf\YdoYqklj]Ylqgmjafl]jdg[mlgjoal` l`]ogj\"mkl]\"$mfd]kk`]gjk`]l]ddkqgmfgllg\gkg& Aô]cfgol`YlaloaddlYc]Ydgf_lae]mflado]Ykkakll`][Ydd]jgja^ l`]h]jkgf`]gjk`]oYflklglYdcakfglYnYadYZd]$alakZ]kllgaf^gje l`][Ydd]j$Ykcàegj`]jlg[Yddkge]gl`]jlae]gj_an]l`][`Yf[]g^ d]Ynaf_l`]fYe]Yf\'gjYe]kkY_]& Qgmemkl_an]lae]lgkYq_gg\Zq]Yf\oYal^gjl`][Ydd]j lg`Yf_mhZ]^gj]o]\g& Klgho`YlqgmYj]\gaf_Yf\hYqYll]flagflgl`][Ydd& A^qgmfgla[]l`Yll`]afl]jdg[mlgjakY^gj]a_f]j$qgmoaddkh]YckdgodqYf\ ng[Ydaraf_$Zmlf]n]jk`gml& Table 6.3. Jmd]klgYfko]jYh`gf][Yddhjgh]jdq& 4.3. Rules for making a call L`]jmd]kl`YlYddgomklgeYc]km[[]kk^mdl]d]h`gf][YddkYf\lg[j]Yl]Y_gg\aeY_]g^gmj [gehYfqYf\gmjk]dn]kYj]l`]^gddgoaf_2 Rules relating to aspects of non-verbal communication Rules relating to aspects of verbal communication O`]f_j]]laf_$qgmoaddmk]Ynga[]lgf]ljYfkeallaf_klj]f_l` Yf\[gfâ\]f[]$Ynga\af_`]kalYlagf& O`]feYcaf_Y[Ydd$o]emkl_j]]ll`]afl]jdg[mlgjYf\a\]fla^qgmjk]dn]k oal`gmjfYe]Yf\kmjfYe]Yf\l`]fYe]g^l`][gehYfqo]ogjc^gj&>gj ]pYehd]2"?gg\egjfaf_&AÍeBgkH]\jgkY$^jgel`][gehYfq;gehd]l] ;gfkmdlaf_&EYqAkh]YcoalÈj&BmYf]k$hd]Yk]7"&Aô]Yj]fgl[Yddaf_^gj hjg^]kkagfYdj]Ykgfko][YfkaehdqkYq2"AlÍkh]jkgfYd"& QgmemklnYjql`]lgf]l`jgm_`gmll`][gfn]jkYlagf&L`]j]ak fgf]]\lg]pY__]jYl]$Zmlmkaf_Yegfglgf]lgf]Zgl`]jk l`]afl]jdg[mlgj$Ykalk`gokYdY[cg^]fl`mkaYkegjZgj]\ge& Aô]Ykc^gjYkh][aâ[h]jkgf$l`]ja_`llàf_aklgmk]"<gf"gj"<gY"Z]^gj] l`]fYe]$gj"K]gj"gj"K]gjY"Z]^gj]l`]kmjfYe]&F]n]jmk]^Yeadq fYe]kgjfa[cfYe]k& A^l`]h]jkgfqgmoYfllglYdclgakfglYnYadYZd]Yllàklae]$o]eYqYkco`Yl lae]akZ]kllgj]Y[`àegj`]j& A^qgm`Yn]Ydj]Y\q[gflY[l]\l`]ja_`lh]jkgf$qgmk`gmd\Ykco`]l`]jalak _gg\lae]^gjàegj`]jlglYdc$Yklàkh]jkgfeYqZ]Zmkq&A^l`]afl]jdg[m% lgj[YflYdcYll`Yllae]$o]oadd[gflafm]oal`l`][gfn]jkYlagf3a^`]gjk`] [Yffgl$o]oaddYjjYf_]Yfgl`]jlae]lgeYc]l`][Ydd& A^qgmd]Yn]Ye]kkY_]oal`l`]j]Ykgf^gjl`][Ydd$l`]e]kkY_]emklZ][d]Yj Yf\[gf[ak]Yf\k`gmd\j]^d][ll`]j]Ykgf^gjl`][Ydd$Yko]ddYkgmjfYe]Yf\ h`gf]fmeZ]j^gj^mlmj][gflY[l& A^qgmYj][Yddaf_kge]Zg\qZY[c$qgmemklklYl]o`]fqgmo]j][Ydd]\& Aô]`Yn]Y_j]]\\YqYf\lae]lg[Ydd$o]oaddj]kh][ll`]Y_j]]e]fl& Table 6.4. Jmd]klgeYc]Yh`gf][Yddhjgh]jdq& 121 6 Telephone communication 4.4. Skills to act as a filter Important O`]f o] Yfko]j l`] h`gf] o] emklZ]hj]hYj]\lglYc]fgl]g^ Yfq e]kkY_] l`]q oYfl lg d]Yn]$ kg j]e]eZ]j lg `Yn] Y h]f Yf\ kge]hYh]jYl`Yf\& 9kc l`] [Ydd]j àk gj `]j fYe]$ [gehYfq$ j]Ykgf ^gj [Yddaf_$ [gf% lY[laf^gjeYlagf a^`]gjk`]oadd [Ydd Y_Yaf$ d]Yn] Y [gflY[l fme% Z]j&&&!$Yf\gl`]jaf^gjeYlagfl`Yl eYq Z] g^ afl]j]kl lg j][g_far] l`] [Ydd]j ^gj ]pYehd]$ l`] h]j% kgfYf\l`]g[[Ykagfafoà[`l`] afl]jdg[mlgjakYkcaf_lge]]l!& :]^gj]`Yf_af_mh$o]oaddj]h]Yl l`] egkl aehgjlYfl af^gjeYlagf g^l`]e]kkY_]lgeYc]kmj]l`Yl o]`Yn]lYc]fl`]ja_`l\YlY& Examples A^ o] Yfko]j l`] h`gf] Yf\ o] emkl da] Yf\ kYq$ ^gj ]pYehd]$ l`Yl kge]gf] ak fgl af l`] g^â[] Yll`Yllae]$o]emklj]kh][ll`] hjgh]jlae]klgkgmf\[j]\aZd]&>gj ]pYehd]2 ÉR2 "RYhYlaf]k$ K&D&$ _gg\ egj% faf_"& ÉE2 "?gg\ egjfaf_$ A oYfl lg kh]YcoalÈj&Ef\]r$hd]Yk]"& ÉR2 "Gf] ege]fl$ hd]Yk]$ bmkl d]l e] [`][c ak `] ak YnYadYZd]& O`gÍkkh]Ycaf_7"& ÉE2 "EYjaYfg Lgjj]$ ^jge l`] [gehYfqE]_Y[gj\"& ÉR2"@gd\gf$hd]Yk]"& (Pause to ask questions or to pretend you do) ÉR2"@]akafYe]]laf_ja_`lfgo& <gqgmoYfllgd]Yn]Ye]kkY% _]7"& ÉE2 "Fg$ l`Yfc qgm n]jq em[`& AÍdd[YdddYl]j"& ÉR2"L`Yfcqgm$`Yn]Yfa[]\Yq"& ÉE2"Qgmlgg"& 122 O`]fgf]g^qgmjlYkckafqgmjbgZakYfko]jaf_l`]h`gf]$qgmemkl\]n]dghk]n]jYdkcaddk$ km[`YkY[laf_YkYâdl]j& Acting as a filter aklgk]d][ll`gk][Yddkl`Ylo]emklhYkklggmjkmh]jagjkYegf_Ydd l`][Yddko]j][]an]afl`][gehYfq& L`]âdl]j^mf[lagfYdkgafngdn]kljqaf_lgâf\gmll`]reasons^gjl`][YddkYf\cfgoaf_o`g akl`]right personlgYfko]j]n]jq[Ydd& Techniques to act as a filter Act naturally: qgmemklc]]hYcaf\Yf\_]fld]lgf]afYdd[aj[meklYf[]k$]kh][aYddqo`]f qgm`Yn]lgda]$YkalmYlagfl`Ylo]oaddg^l]f^Y[]o`]fYfko]jaf_l`]h`gf]Yll`][gehYfq& Find out the relationship l`Yll`][Ydd]j`Ykoal`l`]gj_YfarYlagfYf\a^làkh]jkgfak Ydj]Y\qcfgofafl`][gehYfq&AfeYfq[Yk]k$l`]ja_`lim]klagfak2";gmd\qgmhd]Yk]l]dd e]l`]j]Ykgf^gjqgmj[Ydd7"& Check ]pY[ldq o`g l`] [Ydd]j oYflk lg lYdc lg& Làk ak hYjla[mdYjdq j]d]nYfl af l`] [Yk] g^sales calls2l`]kYd]kY_]flgjj]hj]k]flYlan]mkmYddqYkck^gjl`]eYfY_]jgjl`]`]Y\g^ Y\]hYjle]fl$Zmll`]qeYqfglZ]l`]ja_`lh]jkgfklgYfko]jl`][Yddhjgh]jdq& Aô]\gfÍlcfgoo`]l`]jl`][Ydd]j[YfZ]Ykkakl]\gjfgl$o]oaddd]Yn]l`]callon hold ^gjYj]YkgfYZd]lae]lgâf\gml& A^gmjafl]jdg[mlgj[YffglZ]Ykkakl]\Yll`Yllae]$o]oaddYhgdg_ak]Yf\_an]l`]j]Ykgf$ o`]l`]jj]Ydgjafn]fl]\$o`ql`]h]jkgfl`][Ydd]joYflklglYdclg[YffglYfko]jl`] h`gf]Yll`Yllae]&AfY\\alagf$o]oaddg^^]jl`]hgkkaZadalqlgd]Yn]Ye]kkY_]& 4.5. Skills for dealing with complaints over the phone Egj] Yf\ egj] e]\ame Yf\ dYj_] [gehYfa]k Yj] hjgna\af_ Y \]hYjle]fl gj Y h]jkgf j]khgfkaZd]^gj`Yf\daf_l`][gehdYaflkl`Yl[mklge]jkmkmYddqeYc]& @go]n]j$ eYfq gl`]j [gehYfa]k Yj] lgg keYdd lg Y^^gj\ l`] kh][aâ[ [gn]jY_] g^ làk k]jna[]$ Yf\ l`]f Yfq ]ehdgq]] emkl Z] j]Y\q lg e]]l Yfq [mklge]j Yf\'gj kmhhda]j [gehdYafl$ oà[` Yj] eYafdq [geemfa[Yl]\ gn]j l`] h`gf]& L`]j]^gj]$ o] emkl lYc] aflg Y[[gmflYfmeZ]jg^l][`faim]kl`YlYddgomklghjgh]jdqY\\j]kkl`]k][Yddk& Techniques for dealing with complaints over the phone ?j]]lYf\a\]fla^qgmjk]dn]k2o]oaddljYfkealk][mjalqlgl`][Ydd]j& KlYq[Yde$oal`Ykg^lnga[]lgf]Yf\YfYn]jY_]ngdme]$Ydl`gm_`l`]afl]jdg[mlgj%Ykal mkmYddq`Yhh]fk%akf]jngmk$jYak]kl`]lgf]Yf\]n]fk[j]Yek& D]ll`][Ydd]j]phdYafl`]o`gd]kalmYlagfl`Yl[Ymk]kl`][gehdYafl&LàkakZ]ll]jl`Yf ljqaf_lgafl]jjmhloal`]phdYfYlagfk& K`gol`YlqgmYj]dakl]faf_Zqmkaf_Zja]^klYl]e]flkkm[`Yk"Amf\]jklYf\"$"Ak]]"Yf\ l`]dac]& LYc]fgl]kg^c]qhgaflkg^l`][gehdYaflkgl`Ylqgm[YfYfko]jl`]egf]Zqgf]oal`gml ^gj_]llaf_Yfq&A^qgm`Yn]im]klagfkgjqgmYj]fglkmj]o`]l`]jl`][Ydd]jmf\]jklgg\ ]n]jqlàf_[gjj][ldq$o]eYqYkc&LàkoaddYdkg`]dhmklgeYaflYaf[gfljgdgn]jl`][gf% n]jkYlagf& <gfÍlmf\]j]klaeYl]l`]hjgZd]e$]n]fl`gm_`l`][mklge]jak]pY__]jYlaf_& 9_j]]l`Yll`][Ydd]jakja_`lgfdqa^`]gjk`]ak$Zmlfglbmkllg]f\l`][Ydd& <gfÍlhjgeak]làf_kl`Ylqgm[Yffglc]]h&Aô]`Yn]\gmZlkYZgml`golgkgdn]l`]kalmY% lagf$lYc]fgl]g^]n]jqlàf_qgm`Yn]lYdc]\YZgml$ojal]\gofl`]fYe]Yf\l]d]h`gf] fmeZ]jg^l`][Ydd]jYf\hjgeak]lg[YddZY[cYkkggfYkqgm`Yn]eY\]kge]afimaja]k YZgmll`]hjgZd]e&Làk[YddZY[ck`gmd\fÍllYc]egj]l`Yf*,`gmjk& Telephone communication 6 4.6. Job search with the phone 9dl`gm_`l`]mk]g^l`]h`gf]akfglYn]jq[geegfe]l`g\^gjY[lan]bgZk]Yj[`$al[YfZ] very effective$hYjla[mdYjdqafKE=k$o`]j]alakj]dYlan]dq]Ykqlg[gflY[ll`]h]jkgfj]khgf% kaZd]^gjj][jmale]fl Yf\alg^l]f[gaf[a\]koal`l`]â_mj]g^l`]eYfY_]jgjgof]j!& Lgmk]làke]l`g\hjgh]jdqYf\]^^][lan]dq$o]emkl^gddgoYk]ja]kg^kl]hkl`Yl o]oadd klm\qfgo& A. Preparation >ajklg^Ydd$o]emklcfgol`]YhhjghjaYl]hdY[]lg[Ydd&>gjlàkhmjhgk]$o]`Yn]lgk]d][ll`] [gehYfa]kl`Ylea_`lZ]g^^]jaf_YbgZhgkalagfl`YlâlkgmjljYafaf_Yf\]ph][lYlagfk& Gf[]l`][gehYfa]k`Yn]Z]]fk]d][l]\$o]k`gmd\[gdd][laf^gjeYlagfYZgmll`]eYf\YZgml l`]k][lgjklgoà[`l`]qZ]dgf_ >a_&.&.!& A^ hgkkaZd]$ o] k`gmd\ Ydkg gZlYaf l`] name of the person o] oYfl lg [gflY[l2 l`] `]Y\ g^ @J$ l`] `]Y\ g^ l`] \]hYjle]fl$ l`] eYfY_]j g^ l`] [gehYfq&&& 9fgl`]j mk]^md l][`faim]aklgâf\YhgkkaZd][gflY[loalàfl`][gehYfqo`g[Yfgh]f\ggjko`]fo][Ydd& O]emklhj]hYj]o`Ylo]oYfllg[geemfa[Yl]$kgl`Yll`]j]akfglàf_d]^llge]flagf Y^l]jl`][Ydd&Lg\glàk$alakY\nakYZd]lg`Yn]gmjhjg^]kkagfYdYf\Y[Y\]ea[hjgâd]YnYadYZd]$ Yddgoaf_mklgYfko]jYfqim]klagfkl`Ylo]ea_`lZ]Ykc]\\mjaf_l`][Ydd& >afYddq$o]emklZ]Yjafeaf\l`]ultimate goal2lggZlYafYfafl]jna]ogjlgâf\gmll`] fYe]g^l`]h]jkgfo][Yfk]f\gmjojall]faf^gjeYlagf ;N$[gn]jd]ll]j&&&!& Fig. 6.6. :]^gj][Yddaf_l`][gehYfq g^^]jaf_l`]hgkalagf$o]k`gmd\Z] af^gje]\YZgmlalYkem[`Yko][Yf& Nakalaf_alko]Zkal]eYqZ]j]Yddqmk]^md& B. Calling process Gf[]hj]hYj]\$o]k`gmd\eYc]kmj]aô]Yj][Yddaf_YlYfappropriate time3l`mk$o]oadd Ynga\h]Yc`gmjkYf\l`]ege]flkja_`lZ]^gj]l`]\]hYjlmj]lae]g^l`][gehYfq& L`]f$o]oaddeYc][Yddkafl`]gj\]jl`Ylo]`Yn]]klYZdak`]\$Yf\oaddlYc]fgl]g^]Y[`gf] g^l`]elgcfgoo`]j]o]`Yn]lg[YddZY[cYf\o`]fo]`Yn]Y_j]]\lg\gal$o`go]oadd lYdclgYf\gl`]jakkm]kgâfl]j]kll`Yll`]q`Yn]hjgna\]\& C]]hafeaf\l`Yll`][YddeYqZ]afalaYddqYfko]j]\ZqYf]ehdgq]]l`YloaddY[lYkYâdl]j$kg o]emklZ]hj]hYj]\lghYkklàkâdl]jYf\lgafkakl&Afl`]]n]fll`Yll`]h]jkgfqgmoYfllg lYdclgakfglYnYadYZd]$Ykco`Yllae]ak_gg\lgdg[Yl]Yf\lYdclgàegj`]j& C. Reaching the goal Aô]`Yn]km[[]]\]\af[gflY[laf_l`]ja_`lh]jkgf$o]emklkh]Ycwithout a plaintive tone, and brieflyYf\[Ydedq]phdYafo`go]Yj]Yf\o`Ylo]Z]da]n]o][Yfhjgna\]lgl`YlhYj% la[mdYj[gehYfq& Afgmj[geemfa[Ylagfo]oaddmk]l`]^gddgoaf_c]qk$[j]Ylaf_Y_gg\aehj]kkagfgn]jl`]h`gf]2 Aspects of non-verbal communication Aspects of verbal communication K`goYhgkalan]Yf\ghlaeakla[Yllalm\]& Kh]YckdgodqYf\ng[Ydar]&<gfÍld]lf]jn]kY^^][lqgm& Mk]Ykljgf_Yf\Ykk]jlan]lgf]& O`]fo]Yj]Ykc]\YZgmll`]j]Ykgf^gjgmj[Yddlgl`][gehYfq$ o]oadd[d]Yjdq]phdYafal$af\a[Ylaf_l`]hgkalagfgjl`]j]khgfkaZd] h]jkgfo]oYfllglYdclg& Table 6.5. C]qklg_an]Y_gg\aehj]kkagfgn]jl`]h`gf]& >afYddq$aô]`Yn]YfYhhgafle]fl^gjYfafl]jna]o$o]oaddeYc]kmj]l`]\Yq$lae]Yf\h]j% kgfo]`Yn]l`]afl]jna]ooal`$Yf\o]oaddojal]alYdd\goflgj]e]eZ]jal& 123 6 Telephone communication Case study 4. How to establish telephone contact with someone BmdaY EYjlf ogjck ^gj Y [gehYfq l`Yl k]ddk g^â[] kmhhda]k$ ;Yh]jhdmk`&K`]oYflklgafljg\m[]l`]k]hjg\m[lklgl`]j]k% hgfkaZd]h]jkgf^gjhmj[`Ykaf_g^â[]kmhhda]kafl`][gfkmdlaf_ [gehYfq;Y[`fq9kg[aY\gk$Zmlk`]\g]kfÍlcfgol`]fYe] g^l`]h]jkgfk`]`Yklgkh]Ycoal`&D]lÍkklm\ql`]\]n]dgh% e]flg^l`][gfn]jkYlagf& AFLJG<M;LAGF Solution: ÉRecepcionist (R):;Y[`fq9kg[aY\gk$_gg\egjfaf_&LàkakEYjYDh]rkh]Ycaf_&@go A[Yf`]dh7 ÉCaperplush (C): ?gg\egjfaf_&EqfYe]akBmdaYEYjlf$^jgel`][gehYfq;Yh]jhdmk`& EYqAkh]Ycoal`l`]h]jkgfj]khgfkaZd]^gjhmj[`Ykaf_g^â[]kmhhda]k$hd]Yk]7 ÉR: @gd\gfYk][gf\$hd]Yk]&AÍdd[`][ca^`]Ík YnYadYZd]& HYmk]! ÉR: Ej&?e]rakfglYnYadYZd]Yllàklae]&<gqgmoYfllgd]Yn] Ye]kkY_]7 ÉC:Q]k$hd]Yk]&L]ddàeBmdaYEYjlf[Ydd]\$^jgel`][gehYfq <=N=DGHE=FL ÉR: Ek&EYjlf$AÍddhmlqgml`jgm_`lgEj&?e]r& ÉC: L`Yfcqgm& ;Yh]jhdmk`$lgafljg\m[]gmjf]ojYf_]g^hjg\m[lkYf\k]jna[]k& (Write down the name: Mr. Gómez) ÉMr. Gómez (G): ?gg\egjfaf_&9flgfag?ge]rkh]Ycaf_& O`YlA[Yf\g^gjqgm7 J]h]Yll`][Ydd ÉC:?gg\egjfaf_$Ej&?e]r&EqfYe]akBmdaYEYjlf$^jge l`][gehYfq;Yh]jhdmk`&Eq[gehYfqk]ddkg^â[]kmhhda]k Yf\l`]j]Ykgf^gjeq[YddoYklgYjjYf_]Yfafl]jna]olg afljg\m[]gmjf]ohjg\m[l[YlYdg_m]& ÉG:O]dd$o]Íj]n]jqkYlakâ]\oal`gmj[mjj]flhjgna\]jYf\ ÉG:LàkakfÍlj]YddqY_gg\lae]lglYdc&O]Yj] `Yn]fghdYfklg[`Yf_]& [dgkaf_l`]âk[Ydq]YjYf\\gfÍl`Yn]em[`lae]& ÉC:A[Yf[YddYfqgl`]jlae]&O`YlYZgmlaflog o]]ck7;gmd\qgmeYc]algfLm]k\Yq)17 >9J=O=DD ;DGKMJ= ÉC:Amf\]jklYf\$AÍekmj]l`][gehYfqqgmogjcoal``YkY _gg\k]jna[]&:mlo][Yfg^^]j]p[]hlagfYdhja[]kZ][Ymk]o] Yj]eYfm^Y[lmj]jkYf\\gfÍlogjcoalàfl]je]\aYja]k& ÉG: A\a\fÍlcfgoqgmo]j]eYfm^Y[lmj]jk& ÉC: Q]k$o]`Yn]lo]flqq]Yjkg^]ph]ja]f[]afl`]k][lgj&<gqgm làfco][gmd\e]]llàko]]c7;gmd\qgmeYc]algfL`mjk\Yq7 ÉG: Q]k$L`mjk\YqakY_gg\\Yq&Akl`YlGCYl`Yd^hYkll`j]]7 ÉC:GfL`mjk\YqYl`Yd^hYkll`j]]AÍddZ]l`]j]&L`Yfcqgmn]jq em[`^gjqgmjlae]$Ej&?e]r& ÉG:L`Yfcqgm&@Yn]Yfa[]\Yq& ÉC:Qgmlgg& ÉG:L`Ylogmd\Z]h]j^][l&AÍddZ]oYalaf_^gjqgmj [Ydd& ÉC:L`Yfcqgm^gjqgmjlae]$Ej&?e]r&@Yn] Yfa[]\Yq& ÉG:L`Yfcqgmlgg& Activities 12. <ana\] l`] [dYkk af hYajk Yf\ hj]hYj] l`] ^gddgoaf_ kalmYlagfk&>gjkge]kalmYlagfkqgm[YfYkcYlàj\klm\]fl lghdYql`]jgd]g^j][]hlagfakl$a^f][]kkYjq& 13. >gddgoaf_ l`] hYll]jf hj]k]fl]\ af l`] hj]nagmk [Yk] klm\q$\]n]dghYld]Ykll`j]]hgkkaZadala]k^gjlàk[gfn]j% kYlagf& Situation 1. Klm\]fl 9 `Yk bmkl gZlYaf]\ Y \]_j]] af 9\eafakljYlagfYf\>afYf[]Yf\akdggcaf_^gjY[gehYfq lghjgna\]kge]ljYafaf_&Klm\]fl:oaddZ]j]khgfkaZd] ^gjl`]@meYfJ]kgmj[]k\]hYjle]fl& EYj[gk?mlajj]rgofkYj]hYajk`gh&BmYfakj]khgfkaZd] ^gjY[[gmflaf_Yf\Ydkg`Yf\d]kh`gf][Yddk&9d^j]\gDh]r akYqgmf_eYfk]Yj[àf_^gjàkâjklbgZYkYe][`Yfa[3`] `YkeY\]Yl`j]]%egfl`ljYafaf_h]jag\afYfgl`]jj]hYaj k`ghYf\`Ykklm\a]\Y[gmjk]gfn]à[d]]d][lja[k\mjaf_ l`]dYklkapegfl`k& Situation 2.Klm\]fl9akl`]kYd]kY_]flg^Yl]d]h`gf] [gehYfq l`Yl oYflk l`] [gehYfq HYf\]`gq lg àj] alkk]jna[]k&Klm\]fl:akj]khgfkaZd]^gjl`]hjgnakagf g^l`]k]k]jna[]kafl`][gehYfqYf\akn]jqkYlakâ]\ oal`l`]k]jna[]g^l`][gehYfql`]q`Yn]ja_`lfgo& 124 9d^j]\g eYc]k Y h`gf] [Ydd lg EYj[gkÍ j]hYaj k`gh$ Zml `]\g]kfÍlcfgol`]h]jkgf`]`YklglYdclgafgj\]jlg YjjYf_]YhgkkaZd]bgZafl]jna]o& Telephone communication 6 5. Telemarketing TelemarketingakYeYjc]laf_Y[lagfafoà[`l`]l]d]h`gf]akmk]\Ykl`][geemfa% [Ylagf[`Yff]d3alak\aj][ldqYae]\Yl[gflY[laf_[mklge]jkgjhgl]flaYd[mklge]jk^gj [gee]j[aYdhmjhgk]k ^gj]pYehd]$kYd]k!gjYlaehjgnaf_[gjhgjYl]aeY_] ^gj]pYehd]$ l][`fa[Ydkmhhgjl!$Yegf_gl`]jlàf_k& L]d]eYjc]laf_alk]dâkfglY[gehj]`]fkan]kYd]kkljYl]_q$but a sales orsupporting method ^gj l`] [gehYfq oalàf alk gn]jYdd kYd]k kljYl]_q$ Yf\ al `Yk kh][aâ[ [`YjY[l]jakla[k& L`mk$ egZad] h`gf] [gehYfa]k$ ^gj ]pYehd]$ g^l]f mk] l]d]eYjc]laf_ lg af[j]Yk] kYd]k$ Zml l`]q Ydkgmk]gl`]j[gehd]e]flYjqlggdkkm[`Yk]%eYad[geemfa[Ylagf$[gfn]flagfYdY\n]jlakaf_ [YehYa_fk$]l[&Yko]ddYkl`]aj[gfn]flagfYdklgj]k >a_&.&/!& L`] two functions h]j^gje]\ZqlàklggdYj]2âjkldq$YkYe]Yfkg^[geemfa[Ylagf$Yf\k]% [gf\dq$YkYeYjc]laf_[`Yff]d& Fig. 6.7. L]d]eYjc]laf_ogjc]jkemkl \]n]dgh^gjghlaeYddakl]faf_Yf\ [mklge]j[Yj]oal`]Y[`[da]fl& As a means of communication,alYddgokmklgk]d][lYf\[mklgear]]Y[`[gflY[l$Ykkaklaf_ ]n]jq[da]flgjhgl]flaYd[da]flaf\ana\mYddq&AlYdkgYddgok^gjafl]jY[lanalq$kaf[]o][YfgZ% lYafl`]j][aha]flÍkj]khgfk]Yll`]kYe]lae]l`Ylo]akkm]l`]e]kkY_]& As a marketing channel,alYddgokmklgk[`]\md]YkYd]knakalYlgf[]afgj\]jlgeYc] l`]kYd]g^Yhjg\m[lgjk]jna[]$Yf\]n]flgh]j^gjeY\aj][lkYd] l]d]k`ghhaf_!$a^l`Ylakl`] _gYdg^l`][Ydd& 5.1. Telemarketing applications L]d]eYjc]laf_Yhhda[YlagfkYj]n]jq\an]jk]$Zmlegklg^l`]eYj][gee]j[aYdYf\eYjc]laf_ Yhhda[Ylagfk& Commercial applications. 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Fixed telephony devices. Telephone means and equipment PBXs. IP PBXs. Call centres. Contact centers. Mobile devices. PDA. Smartphone. Fixed telephony. Common features. PBXs. Mobile telephony. Additional services provided by the telephone equipment Rules for a good telephone communication Billing-related services. Business-related services. M-Business. M-Commerce. Basic rules. Stages of a phone call: introduction/development/closure/farewell. Rules for answering a call. Aspects of non-verbal communication. Aspects of verbal communication. Rules for making a call. Aspects of non-verbal communication Aspects of verbal communication. Skills to act as a filter. Techniques to select the calls that must be passed to our superiors. Skills to handle telephone complaints. Job search over the phone. Preparation/Process/Reaching the target Keys to create a good impression over the phone. Communication tool that uses the phone as the main communication method in a systematic and planned way. Telemarketing applications. Telemarketing Commercial applications. Marketing applications. Advantages and disadvantages of telemarketing. Before the call Skills to develop a professional telemarketing. During the call After the call Aspects of verbal and non-verbal communication. 129 6 Telephone communication Test review 1. 9âp]\h`gf]ak2 a) 9egZad]\]na[]& b) 9hgjlYZd]\]na[]& d) ?j]]laf_$\]n]dghe]fl$[dgkmj]Yf\^Yj]o]dd& 9. Oà[àkl`]egklYhhjghjaYl]_j]]laf_7 c) 9fgf%hgjlYZd]\]na[]& a) ";gjj]ddY[gehYfq&?gg\egjfaf_"& d) Fgf]g^l`]YZgn]& b) ";gjj]ddYkh]Ycaf_"& 2. ;Ydd[]flj]klg\YqYj]2 a) <a_alYd& b) 9fYdg_m]& c) 9fYdg_m]Yf\\a_alYd& d) Fgf]g^l`]YZgn]& c) ";gjj]ddY[gehYfq$BmdaYkh]Ycaf_&@go[YfA`]dhqgm7" d) ";gjj]ddY[gehYfq$o`Yl\gqgmoYfl7" 10. 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O`Yll]d]h`gf]k]jna[]YddgokqgmlYdclgl`j]]h]ghd]Yl gf[]7 lgd]Yn]Ye]kkY_]7 f]]\àelg[Ydde]ZY[c& ÉP2GcYq$AÍddl]ddàe&:q] 131 6 Telephone communication Ch ec k your lear ning Conversation 3 ÉP2?gg\Y^l]jfggf&RYhYlaf]k$K&D&LàkakH]\jgDgj]k kh]Ycaf_$`goA[Yf`]dh7 ÉQ2?gg\Y^l]jfggf&EYqAkh]YclgEj&Ef\]r$hd]Yk]7 ÉP2Q]k$`gd\gfYk][&O`gÍk[Yddaf_7 ÉQ2AÍeEYjagLgjj]$^jgeE]_Y[gj\& ÉP2 EeÁ A làfc Ej& Ef\]r `Yk bmkl klYjl]\ Y e]]laf_& 23. A^qgm`Yn]lglYc]Y[Ydd^jgeYfmf`Yhhq[mklge]j$o`Yl l][`faim]kogmd\qgmYhhdqlg`Yf\d]al7 Properly apply verbal and non-verbal communication techniques 24. =phdYafZja]^dql`]aehgjlYf[]g^lgf]$ngdme]Yf\Zg\q hgkalagf af l]d]h`gf] [geemfa[Ylagfk&9dkg af\a[Yl] l`] lgf]l`Ylqgmogmd\mk]afl`]^gddgoaf_kalmYlagfk2 a) O`]fYfko]jaf_Y[Ydd& b) O`]f[Yddaf_Y[gehYfqZ][Ymk]qgmYj]dggcaf_^gj YbgZ& c) O`]f\]Ydaf_oal`Y[gehdYafl& 25. Af\a[Yl] o`]l`]j l`] ^gddgoaf_ klYl]e]flk Yj] ljm] gj ^Ydk]2 a) A^l`]h]jkgfqgmlYdclggfl`]h`gf]kgmf\kqgmf_]j l`Yfqgm$qgmeYqmk]"l"& 26. Af\a[Yl] o`]l`]j l`] ^gddgoaf_ klYl]e]flk Yj] ljm] gj ^Ydk]&A^l`]qYj]^Ydk]$]phdYafo`q& a) L]d]eYjc]laf_Yddgokqgmlg`Yn]\aj][l[gflY[loal` l`][mklge]j& b) EYfqmk]jk^]]dYfaee]\aYl]j]b][lagfZ]^gj]Yfql]d]% eYjc]laf_Y[lagf& c) L`][gfkme]j`]dhdaf]akfgll]d]eYjc]laf_& d) L`][gklg^gf]l]d]eYjc]laf_Y[lagfakdgo]jl`Yfl`] [gklg^nakalaf_[da]flkYl`ge]gjafl`]ajg^â[]& e) Afl]d]eYjc]laf_Y[lagfk$allYc]kZ]lo]]fYo]]cYf\ Y^gjlfa_`llg_]ll`]j]kmdlkgfl`]hjgâlYZadalqg^l`] Y[lagf& f) 9\YlYZYk]emklZ]mh\Yl]\lgZ]ljmdq]^^][lan]Yf\ mk]^md& g) L`]aee]\aYl]^]]\ZY[co]gZlYafoal`l]d]eYjc]laf_ \g]kfÍl`]dhafYfqhmj[`Ykaf_\][akagf& 27. O`YlYj]l`]Yhhda[Ylagfkg^l]d]eYjc]laf_7=phdYafl`]e oal`qgmjgofogj\kYf\_an]Yld]Ykll`j]]]pYehd]kg^ ]Y[`& 28. =phdYafafoà[`g^l`]k]Y[lagfkogmd\qgmmk]l]d]eYjc]% laf_&Bmkla^qqgmjYfko]j& b) Aô][YddZY[c$o]emklklYl]l`]\YqYf\l`]Yhhjgpa% eYl]lae]o`]fo][Ydd]\& a) Qgm oYfl lg k]dd Y f]o jYf_] g^ `gmk]`gd\ al]ek lg \akljaZmlgjk3qgmjhjg\m[lak[`YjY[l]jar]\Zqeg\]jf Yf\[gfl]ehgjYjq\]ka_f& c) A^ l`] [Ydd]j ak Y ^gj]a_f]j$ o] oadd kh]Yc kdgodq$ ng[Ydaraf_Yf\jYakaf_gmjnga[]kgl`Yll`][Ydd]j[Yf mf\]jklYf\& b) QgmoYfllgYjjYf_]e]]laf_koal`hgl]flaYd[mklge]jk lgafljg\m[]YljYafaf_[gehYfqYf\alkk]jna[]k& d) J]_agfYd Y[[]flk Yj] fgl Y hjgZd]e af [geemfa[Y% lagf&O]emklmk]gmjgofY[[]flafkl]Y\g^ljqaf_lg [gjj][lal& e) Aô][YddY[gehYfqYf\o]`Yn]Y[dgk]j]dYlagfoal` l`]h]jkgfo]oYfllgkh]Ycoal`$o]eYqmk]Yfa[c% fYe]lgj]^]jlgl`Ylh]jkgf& f) Aô]eYc]YeaklYc]oàd]\aYddaf_Yh`gf]fmeZ]jo] `Yn]lgYhgdg_ar]Z]^gj]`Yf_af_mh& 132 Use the phone as a tool for commercial and marketing purposes c) Qgm oYfl lg af^gje qgmj [mklge]jk l`Yl l`] Zaddaf_ hjg[]\mj] g^ l`] [gehYfq oadd [`Yf_] af l`] f]Yj ^mlmj]& d) QgmoYfllgk]lmhY`]dhdaf]^gj[mklge]jkkgl`Yll`]q [Yfkgdn]l`]aj\gmZlkYZgmll`]f]oà_òYq[g\]& e) QgmoYfllg[j]Yl]Y`]dhdaf]^gj[mklge]jklg[YddYf\ _an]l`]ajna]okgfYf]o`gjk]jY\ak`%^dYngmj]\qg_mjl l`Ylqgm`Yn]bmkldYmf[`]\& Unit 7 Written communication within the company In this unit you’ll learn how to: K]d][le]\aYYf\[`Yff]dklg \]n]dghYf\ljYfkeal\g[me]flk& 9hhdq+Jl][`faim]k j]\m[]$j]mk]$ j][q[d]!lg\g[me]flYlagf& A\]fla^ql`]ojalaf_klqd]kg^ hjg^]kkagfYd\g[me]flYlagf& 9hhdql][`faim]kg^[gjhgjYl]aeY_] ljYfkeakkagfafojall]f[geemfa[Ylagfk$ Ykk]kkaf_l`]ajaehgjlYf[]& Mk][gehml]jYhhda[Ylagfk^gjl]pl hjg[]kkaf_Yf\\]kclghhmZdakàf_$ Yko]ddYkhjgg^j]Y\af_lggdk& And you’ll study: =d]e]flkgôjall]f[geemfa[Ylagf& Hjg\m[lagfYf\j]hjg\m[lagf g^\g[me]flk& <]n]dghe]flgôjall]f\g[me]flk& Eg\]dkg^\g[me]flkafl`][gehYfq& =eYadYf\f]laim]ll]gjhjglg[gd o`]fmkaf_al& :Yka[]d]e]flkgôjall]f [geemfa[Ylagf& :Yka[_ma\]daf]k^gjl`]hj]hYjYlagf g^]Y[`\g[me]fllqh]afl`] Zmkaf]kkâ]d\& 7 Written communication within the company 1. Written communication Important L`] klqd] o] mk] af ojall]f [ge% emfa[Ylagfak]kk]flaYd^gjalkkm[% []kk& L`]j]^gj]$ eYfq afklalmlagfk Yf\ gj_YfarYlagfk \]n]dgh l`]aj gof klqd] _ma\]daf]k$ eYfmYdk gj Zggck& Afl`]^gddgoaf_dafckqgm[Yfâf\ kge]]pYehd]k2 Af l`] Zmkaf]kk [gfl]pl$ Yk o] `Yn] k]]f kg ^Yj$ o] mk] Zgl` fgf%n]jZYd Yf\ n]jZYd [geemfa[Ylagf& @go]n]j$ ojall]f [geemfa[Ylagf ak the most used type of communication in this area,kaf[]alYddgoklgj][gj\l`]kmZb][lafojalaf_3egj]gn]j$alakl`]klYf\Yj\$ d]_YdYf\eYf\Ylgjqhjg[]\mj]lg[geemfa[Yl][]jlYafakkm]k [gfljY[lk$fgla[]k$afnga[]k$ ]l[&!&Làklqh]g^[geemfa[Ylagfoalàfl`][gehYfqakZglìnternalYf\external: Internal written communication Used to transmit information to the departments and employees of the company. Klqd] _ma\] ^gj klm\]flk g^ l`] f]okhYh]jEl País2 http://estudiantes.elpais.com/ libroestilo/indice_estilos.htm EYfmYd\]d]khYgdmj_]fl]2 h t t p : // w w w . f u n d e u . e s / manual-espanol-urgente.html Klqd]_ma\]gÔacah]\aY2 http://es.wikipedia.org/wiki/ Wikipedia:Manual_de_estilo External written communication It connects the company with the outside: suppliers, customers, collaborators, distributors, public administrations, and so on. 9ko]oaddk]]dYl]jaflàkmfal$l][`fgdg_a[YdY\nYf[]k`Yn] Yddgo]\ojall]f[geemfa[Y% lagf lg gn]j[ge] alk eYaf \akY\nYflY_] [gehYj]\ lg gjYd [geemfa[Ylagf2 l`] speed g^ af^gjeYlagfljYfkeakkagf&Lg\Yq$o][Yfmk]k]jna[]kkm[`Yk^Yp$]eYad$[`YlYf\f]logjcaf_ lgj][]an]ojall]fe]kkY_]kYdegklYll`]kYe]lae]l`]qYj]k]fl& 9k ^gj alk advantages$ gf] g^ l`] egkl aehgjlYfl ak l`Yl ojall]f [geemfa[Ylagf ak lasting$l`YlaklgkYq$alj]eYafkgn]jlae]afl`]e]\ameafoà[àf^gjeYlagfoYkj]^d][l]\ \g[me]flk$]eYad$fgl]Zggc$]l[&!&AlYdkgYddgokl`]j]Y\]jlg[Yj]^mddqanalysel`]l]pl$Yk l`]j]akhd]flqg^lae]lgmf\]jklYf\al$lgj]Y\alY_Yafgjlgj]kme]j]Y\af_YlYfqlae]al akf]]\]\& Web Afl]jf]lg^^]jkeYfqlggdk2\a[lag% fYja]k$ _jYeeYjk$ k]]c]jk g^ kq% fgfqekYf\Yflgfqek$Yf\kggf& L`jgm_`làkdafcqgm[YfY[[]kkY [gdd][lagfg^l`]k]lggdk2 http://www.etsimo.uniovi.es/ links/idiomas.html <]khal]l`]k][d]YjY\nYflY_]k$o]emklY[cfgod]\_]alkeYbgjdrawback: the sender is not present&LàkkalmYlagfj]imaj]kl`]e]kkY_]hjgg^j]Y\af_akhjgh]jdqhj]hYj]\$Z][Ymk]gf[] l`]l]pl`YkZ]]fojall]fYf\\]dan]j]\$gjk]fl$l`]k]f\]j[Yffgl[gjj][leakmf\]jklYf\af_k afalkafl]jhj]lYlagfaee]\aYl]dq& 1.1. Steps to develop a written text Ojall]f [geemfa[Ylagf j]imaj]k more preparation l`Yf gjYd [geemfa[Ylagf$ kg l`Yl l`] e]kkY_]ak[d]YjYf\mf\]jklgg\^jgel`]n]jqZ]_affaf_$Yko]\gfÍl`Yn]l`]aee]\aYl] ^]]\ZY[cl`YlYddgokmklg[gjj][l$lghgaflgmlgjlg[dYja^qYfq\gmZlk&L`]j]^gj]$o]emkl ]phj]kkl`]e]kkY_]kgl`Ylgmj[geemfa[Ylagfak]^^][lan]Yf\Y[à]n]kalkgZb][lan]k& Kge]g^l`]keyslgZ][gfka\]j]\Zql`]senderlgeYc]Yf]^^][lan]l]plYj]l`]^gddgoaf_2 O] emkl [`ggk] words l`Yl l`] j][]an]j l`] h]jkgf o`g j]Y\k l`] e]kkY_]! [Yf mf\]jklYf\& O] emkl [`][c l`Yl l`] af^gjeYlagf ak complete$ l`Yl ak lg kYq$ al emkl Yfko]j Yfq im]klagfkl`Yll`]j]Y\]jeYq`Yn]& Watch out! O`]f ojalaf_$ o] emkl YdoYqk Ynga\ l][`fa[Ydala]k Yf\ YeZa% _mgmkl]jek2a\]Yddq$o]emklmk] Y[d]YjdYf_mY_] Zmlfglkaehd]!& 134 O]emklhmlgmjk]dn]kafl`]j]Y\]jÍkhdY[] empathy!Yf\làfcYZgmlo`Yl`]gjk`] ea_`lf]]\gjoYflklgcfgo& O]emkllYc]aflgY[[gmfll`]lengthg^l`]ojalaf_2l`]k`gjl]j$l`]Z]ll]j$YkallYc]k egj]lae]lgj]Y\dgf_l]plkYf\l`]qYj]mkmYddqd]kkYlljY[lan]& O]emklZ]YoYj]l`Ylgmjojalaf_koaddljYfkealYfaeY_]g^gmjk]dn]kYf\gmjklqd]$kgY logical and coherenthdYffaf_Yf\]dYZgjYlagfZ][ge]k]kk]flaYd& Written communication within the company 7 9hjgh]j\]n]dghe]flg^gmjl]plYdkgj]imaj]kl`]right order&L`]kh][aâ[kl]hkl`Ylo] emkl^gddgoYj]2 1. Analysing the situation LàfcYZgmll`]kalmYlagfl`Yl`Yk_]f]jYl]\l`]f]]\lgojal]&Làkoadd`]dhmkYkcgmjk]dn]kim]klagfkkm[` Yk2O`gYeAY\\j]kkaf_7O`goaddj]Y\al7O`Yl\gA]ph][l^jgel`]j][]an]j7O`Yl[gjhgjYl]aeY_]\gA oYfllgljYfkeal7O`Yld]f_l`Yf\lgf]k`gmd\l`]l]pl`Yn]7 2. Brainstorming >af\af^gjeYlagfYf\j]dYl]allgl`]a\]Yko]oYfllgljYfkeal& 3. Selecting information EYc]\][akagfkYZgmll`]e]kkY_]Yf\l`]Yegmflgâf^gjeYlagf$l`Ylak$lgk]d][ll`]eYafa\]Yg^l`] e]kkY_]&O]eYqYkcgmjk]dn]kim]klagfkkm[`Yk2O`Yl\g]kl`]j][]an]jcfgo7<g]k`]gjk`]`Yn]Yfqhjagj af^gjeYlagfYnYadYZd]7O`Ylakl`]ZYka[a\]Yg^l `]e]kkY_]7 4. Sorting contents Gf[]o]cfgol`]e]kkY_]o]oYfllgljYfkeal$o]emkl^gddgoY[d]Yjkljm[lmj]2afljg\m[lagf$\]n]dghe]flYf\ [gf[dmkagf&Lg\glàko]eYqYkcgmjk]dn]k2O`]j]oaddAaf[dm\]l`]eYafa\]Y7O`Ylaf^gjeYlagfoaddkmhhgjlal7 5. Writing the text LàfcYZgmll`][gfl]flYf\l`]j][aha]fl$YklàkoaddYddgomklggj_Yfar]a\]Ykdg_a[Yddq& 6. Checking the written ;gjj][leaklYc]kYf\aehjgn]Yddl`Ylakf][]kkYjqafgj\]jlgY\Yhll`]l]pllgl`]j]Y\]jYf\lggmj_gYd&Kge]la% e]k$làkoaddafngdn]eg\aâ[Ylagfkg^l`][gfl]flgjg^]n]jqlàf_l`YleYqY^^][ll`]mf\]jklYf\af_g^gmjl]pl& 7. Reading the text again ;`][co`]l`]jl`]l]plak[gehd]l]Yf\âfak`]\$gja^$gfl`][gfljYjq$alf]]\kegj]ogjc&O]eYqYkc gmjk]dn]k2EYql`]j][aha]flmf\]jklYf\al7AkYddl`]af^gjeYlagfAoYfllgljYfkealaf[dm\]\7Akal]Ykqlgj]Y\ Yf\mf\]jklYf\7OaddAljYfkeal]n]jqlàf_AoYfllgl`]j]Y\]j7 Table 7.1. KlY_]klg\]n]dghYojall]fl]pl& Activities 1. Oà[` g^ l`] ^gddgoaf_ ^]Ylmj]k Z]dgf_ lg gjYd [geemfa[Ylagf7 9f\ lg ojall]f [geemfa[Ylagf7 a) DYf_mY_] emkl Z] [d]Yj Yf\ ng[YZmdYjq emklZ]Y\Yhl]\lgl`]j][aha]fl& b) L`]k]f\]jgZlYafkaee]\aYl]^]]\ZY[c& c) Ogj\kj]eYafYf\l`]e]kkY_]akfglYdl]% j]\oal`lae]& d) Fgf%n]jZYddYf_mY_]emklZ][gfka\]j]\& e) O] emkl mk] k`gjl k]fl]f[]k Yf\ ]daea% fYl]mff][]kkYjq\]lYadk& f) L`]j][]an]jakl`]j]Y\]j& g) Af^gjeYlagfakljYfkeall]\l`jgm_`kh]][`& 2. HadYj\]dan]jklàkj]hgjlgf][gfgea[\]n]% dghe]flkafl`][gehYfq\mjaf_l`][mjj]fl imYjl]jlg`]jZgkk&L`]j]hgjloYkojall]f gmlZq`Yf\& ;`][c l`] l]pl Yf\ Yfko]j l`] ^gddgoaf_ im]klagfk2Akl`]dYf_mY_]mk]\YhhjghjaYl]7 O`Yl\gqgmlàfcYZgmll`]hj]k]flYlagf g^l`]l]pl7O`YlYZgmlkh]ddaf_7 Informe Económico La evolución económica ha sido buenísima. Las ventas han suvido mucho y cada día vana mejor nuestros vendedores están haziendo grandes negocios por lo que los benefizios serán bastante importantes este año. Bebemos intentar conseguir que el año que viene las ventas de todo los productos sean iguales mayores que las deste año porque asin podremos ampliar nuestro mercado y acernos líderes del sector sin competencia. 1.2. Principles of written communication O]`Yn]Ydj]Y\qe]flagf]\l`]dY[cgâee]\aYl]^]]\ZY[cafojall]f[geemfa[YlagfYf\ l`]aehgjlYf[]gêYcaf_gmje]kkY_]^mddqmf\]jklYf\YZd]& L`]j]^gj]$o`]fojalaf_Y\g[me]fl$alakfglYddYZgmlhj]k]flYlagf$kh]ddaf_Yf\hmf[lmY% lagf3o]emklYdkglYc]aflgY[[gmflYfmeZ]jg^hjaf[ahd]kl`YlYj]j]imaj]\lg\]n]dghYf ]^^][lan][geemfa[Ylagf& 135 7 Written communication within the company Principles of written communication Adequacy L`] l]pl emkl `Yn] Y hjgh]j hj]k]flYlagf2 o] emkl j]kh][l l`] eYj_afk Yf\ YjjYf_] l`] l]pl af Yf Y]kl`]la[oYq&HYh]jk`gmd\Z][d]YfYf\`Yn][]jlYafimYdalqYf\hjaflaf_^]Ylmj]k& L`] ng[YZmdYjq o] mk] d]Yjfl$ l][`fa[Yd$ ^YeadaYj$ [gddgimaYd&&&! emkl Z] Y\Yhl]\ lg l`] j][]an]j& L`]dYf_mY_]emklZ][d]YjYf\hgdal]& Accuracy Mk]k`gjlk]fl]f[]kYf\]daeafYl]Yfqlàf_l`Ylakfglf][]kkYjq& L`]l]plk`gmd\Z]Zja]^&Alemkl]phj]kkl`]eYpaemefmeZ]jgâ\]Ykoal`l`]eafaemefmeZ]jgôgj\k& Correcction J]kh][ll`]kh]ddaf_Yf\kqflYpjmd]kg^l`]dYf_mY_]& ;`ggk]ogj\kYf\kqflY[la[[gfkljm[lagfkoal`Yhj][ak]e]Yfaf_3f]n]jYeZa_mgmkk]fl]f[]kl`YleYq [Ymk]eakmf\]jklYf\af_k& Coherence :][d]YjYf\kljm[lmj]\& Mk]Ykaf_d]hYjY_jYh`lg\]n]dghYfa\]YYf\k]hYjYl]hYjY_jYh`koal`^mddklghkYf\daf]Zj]Yck& 9[g`]j]fll]plemkllYc]aflgY[[gmfll`]Yegmflgâf^gjeYlagf Ydd\YlYemklZ]af[dm\]\!$alkimYdalq a\]YkemklZ][d]Yj$mk]g^]pYehd]k$]l[&!Yf\alkkljm[lmj] Ydg_a[Ydk]im]f[]!& Cohesion ;gff][ll`]k]fl]f[]kg^]Y[`hYjY_jYh`lghj]n]fll`]j]Y\]j^jgedgkaf_af^gjeYlagf& ;gff][lhYjY_jYh`klg_]l`]jlgk`gol`]j]dYlagfkg^gj\]j$[Ymk]$]^^][l$lae]&&&Z]lo]]floggjegj]a\]Yk& Emphasis @a_`da_`ll`]eYafa\]Yg^l`]e]kkY_]o]oYfllgljYfkeal& Table 7.2. Hjaf[ahd]kgôjall]f[geemfa[Ylagf& Case study 1. Developing an oral message O`Yl [Yf o] \g lg gZlYaf Yf Y[[mjYl] l]pl7 9f\ lg _an] al [g`]kagf7@go[Yfo]]eh`Ykar]c]qa\]Yk7 Solution: Accuracy a) 9nga\ l`] Y[[memdYlagf g^ n]jZk af l`] afâfalan]$ j]hdY[af_l`]eoal`k`gjl]j]phj]kkagfk&Kg$afkl]Y\g^ ÊK][gfka_madd]_YjY^gjeYjmfY[geakafim]afn]kla% _Yj]d[YkgË$o][Yfmk]$ÊK]^gjeË& b) 9nga\]phj]kkagfkl`Ylmff][]kkYjadq[j]Yl]dgf_k]fl]f% []k2 En la fecha de hoy Hoy En el momento presente Ahora Con la finalidad de que Para que Durante el tiempo que Mientras c) HYjY_jYh`kk`gmd\fglZ]lggdgf_$YklàkeYqlaj]gj [gf^mk]l`]j]Y\]j&K`gjlhYjY_jYh`kYj]egj]j]Y\YZd] l`Yfdgf_gf]k&L`]daf]Zj]Yc_an]kkge]j]kllgl`] j]Y\]j$Y[`Yf[]lgj]^d][lgfo`Yl`YkZ]]fj]Y\& Cohesion a) J]dYl] hYjY_jYh`k gj k]fl]f[]k mkaf_ dafck l`Yl eYq af\a[Yl]2Y[dYjaâ[Ylagf es decir, esto es!$l`]]f\g^Y kh]][` por último!$Y[gfk]im]f[] por consiguiente!$ Ydakl en primer lugar!$Y[gf[dmkagf en resumen!$Yf\ kggf& b) Mk]hjgfgmfklgj]^]jlgYf]d]e]flfYe]\YZgn]2 La directora llamó a su despacho a Jorge y a Luisa. Les han concedido una beca para estudiar en el extranjero. Emphasis c) HdY[]c]qa\]Ykgjogj\kafhjanad]_]\hgkalagfkg^l`] k]fl]f[]gjhYjY_jYh`2l`]Z]_affaf_gjl`]]f\& d) Afkakl gf l`] kYe] a\]Y mkaf_ kqfgfqek gj hYjYdd]d ]phj]kkagfk& e) Mk] _jYhà[ j]kgmj[]k km[` Yk Zgd\ d]ll]jk$ mf\]jda% faf_$ [YhalYdarYlagf$ \a^^]j]fl ^gfl$ \a^^]j]fl [gdgmjk$ Yf\kggf&:mlfgllggem[`$Z][Ymk]o]ea_`l_]ll`] ghhgkal]]^^][l& Activities 3. O`Yl hjaf[ahd] g^ ojall]f [geemfa[Ylagf ak Z]àf\ l`] ^gddgoaf_j][gee]f\Ylagfk7 a) Ojalaf_oal`gmlkh]ddaf_eaklYc]k& b) Mkaf_]pYehd]klgaddmkljYl]o`Ylake]Yfl& 136 c) Mkaf_ogj\kl`YlYj]YhhjghjaYl]Yf\kmalYZd]^gjgmj lqh]g^j]Y\]jk& d) <]n]dghaf_Yfafljg\m[lagfaf]Y[`hYjY_jYh`l`Ylj]dY% l]kallgl`]hYjY_jYh`kYZgn]& Written communication within the company 7 2. Produce or reproduce documents Lg\Yq$l`]j]Yj]eYfqe]Yfk$Zgl`^gjhjg\m[lagfYf\j]hjg\m[lagfg^\g[me]flk&L`Yfcklg l][`fgdg_q$hYh]jakfgdgf_]jl`]gfdqe]\ame^gj\g[me]flhjg\m[lagf$Ykfgoo][Yfmk] [gehml]jkYf\l`]e]Yfkl`]qhjgna\]$km[`Yk;<JGE$<N<$MK:\jan]k$`Yj\\jan]k$Yf\kggf& Kge]g^l`]egkl[geegfmeans^gjl`]production and reproductiong^\g[me]flkYj]2 Means used for document production Handwriting Alak[geegfdqmk]\afl`][gehYfq^gjl`]hj]hYjYlagfg^\g[me]flk$af^gjeYdfgl]kYf\hjgb][l\jY^lk$Yegf_gl`]jk& Typewriter AlakgZkgd]l]\m]lgl`]oa\]khj]Y\mk]g^[gehml]jk$Ydl`gm_`l`]qkladd]pakl$]kh][aYddq]d][lja[Ydlqh]ojal]jk& Computer L`][gehml]jak$Ylhj]k]fl$l`]ZYka[ogjcaf_lggdafnajlmYddqYddZmkaf]kk]k&Lgogjcoalàl$o]mk]Yhhda[Ylagfkkm[`Ykogj\ hjg[]kkgjk$\YlYZYk]k$khj]Y\k`]]lkgj]%eYad& Telegraph Al`Ykl`]Y\nYflY_]kg^l`]l]d]h`gf] [geemfa[Ylagfkh]]\j]_Yj\d]kkg^\aklYf[]!Yf\l`]eYad alYddgokqgmlgj][]an]l`] ojall]fe]kkY_]Yf\l`mkd]Yn]Yj][gj\g^l`]k]fle]kkY_]gjl]d]_jYe!&L]d]_jYekYj]mkmYddqk]fll`jgm_`l`]hgklYf\l]d]_jYh` g^â[]k$Zmll`]qYj]Z][geaf_d]kk[geegf\m]lgl`]mk]g^]%eYadk& Table 7.3. E]Yfk^gj\g[me]flhjg\m[lagf& Means used for document reproduction Photocopier Printer Fax Scanner Al[Yfima[cdq[ghq\g[me]flk&Alakg^l]fmk]\$]kh][aYddqaf[geemfa[Ylagff]logjckoalàfl`][gehYfq& Alj]hjg\m[]kY\g[me]fll`Ylo]`Yn]hj]nagmkdqeY\]mkaf_gmj[gehml]j& Alak[gff][l]\lgl]d]h`gf]f]logjcYf\YddgokqgmlgljYfkeal\g[me]flkZ]lo]]f\a^^]j]fll]jeafYdk& Alj]Y\kYf\j]hjg\m[]k\g[me]flkYf\af[gjhgjYl]kl`]eaflgl`][gehml]jÍk`Yj\\akcYkâd]k& Table 7.4. E]Yfk^gj\g[me]flj]hjg\m[lagf& 2.1. The three Rs: recycle, reduce and reuse Kg[a]lq\]eYf\kl`Yl[gehYfa]kZ]`Yn]j]khgfkaZdq&Gf]eYfa^]klYlagfg^làkj]khgfkaZadalq aklglYc][Yj]g^l`]]fnajgfe]fl&Gf]g^l`]eYafkljYl]_a]klg_]llgZ]j]khgfkaZd]aflàk Yj]YaklghjY[la[]l`]l`j]]Jk$[gfkaklaf_g^2 RecycleoYkl]_]f]jYl]\Zq][gfgea[Y[lanalq& Reduce[gfkmehlagfg^_gg\k& Reusemk]\_gg\k& Web O`]faehd]e]flaf_làkkljYl]_q$l`][gehYfqZ][ge]kYhYh]jd]kkg^â[]$Ykalj]\m[]kl`] mk]g^hYh]jYf\]f[gmjY_]kl`]mk]g^]d][ljgfa[\g[me]flk$alj][q[d]koYkl]hYh]jYf\j]mk]k hYh]jkl`YlYj]fgdgf_]jf]]\]\ ^gj]pYehd]$Zqhjaflaf_gfl`]^j]]ka\]kg^hYh]j!& ;`][co`YlL]d]^fa[Y\g]kj]_Yj\% af_alkhYh]j[gfkmehlagf2 http://www.rcysostenibilidad. telefonica.com/es/medio_cambio/huella.php Case study 2. Reproduction of documents Aj]f]ogjckafYeYjc]laf_[gehYfqafK]nadd]&@]j[gdd]Y_m] KYf\jY`Yk_gf]lgEY\ja\lg_an]Yd][lmj]gfZmkaf]kk[geem% fa[Ylagf&>jgel`]`gl]d$KYf\jYh`gf]kAj]f]Z][Ymk]k`]`YkY hjgZd]e2k`]`Yk^gj_gll]floghY_]kg^`]jd][lmj]af`]j^gd\]j Yf\k`]f]]\kl`]emj_]fldq&@go[YfAj]f]`]dhKYf\jY7 Solution: a) K`]eYq^Ypl`gk]loghY_]klgKYf\jYÍk`gl]dafEY\ja\& b) K`]eYqk[Yfl`]hY_]kYf\]%eYadl`]ekgl`YlKYf\jY [Yfhjafll`]e& Activities 4. O`Ylakl`]\a^^]j]f[]Z]lo]]fYhjafl]jYf\Yh`glg[gha]j7 Aô]`Yn]Yfgja_afYd\g[me]flafhYh]jYf\]d][ljgfa[^gj% eYlYf\o]oYfllgeYc][gha]kgâl$o`Yle]\ame\gqgm làfcakegklYhhjghjaYl]Yf\o`q7 5. K]Yj[` l`] o]Z Yf\ âf\ gml o`Yl Y Zmj]Ym^Yp ak Yf\ fYe] alk eYaf ^]Ylmj]k& <g qgm làfc làk ak Y _gg\ oYq lg eYc] Yf g^â[aYd [geemfa[Ylagf7 =phdYaf qgmj Yfko]j& 137 7 Written communication within the company 3. Models of written documents in the company Af\Yadqogjc$[gehYfa]khjg\m[]eYfqdocuments$egkldq2 ;gjj]khgf\]f[]Z]lo]]f[gehYfa]k2Zmkaf]kkd]ll]jk& <g[me]flk [gfljY[lkÁ!j]_Yj\af_l`]kYd]g^_gg\kYf\k]jna[]k& Afl]jfYd\g[me]flk& HjgeglagfYd\g[me]flkgjY\n]jlakaf_& HjY[la[]Yf\`YZal`Yn]k]lld]\YhYjla[mdYj^gjegôjalaf_l`]k]\g[me]flk$oà[``Ykd]\ lg\g[me]flkeg\]dk&Afkge][Yk]k$l`]j]Yj]]n]fg^â[aYdgjklYf\Yj\ar]\eg\]dkl`Ylo] \gfÍl`Yn]lgojal]$Zmlbmklâddaf$km[`YklYp\][dYjYlagf N9L$lYpj]lmjf$]l[&!& 3.1. Business letter Comercios de Alimentos Paseo del Río, 25 47074 Valladolid CA Teléfono: 983 11 11 11 Fax: 983 33 33 33 E-mail: alimentaria@teleline.com Valladolid, 6 de abril de 2011 N/ref: RL/ms Asunto: reclamación Conservas de Levante, S. A. Avenida del Sur, s/n 46001 Valencia Muy Señores míos: Hemos comprobado que en su envío de mercancias del día 4 de abril, correspondiente a nuestro pedido núm. 942 del día 30 de marzo, existe una discrepancia estre el número de unidades que figura en el albarán y las realmente recibidas. Esta estriba en que la cantidad de tarros de mermelada que figura en el albarán es de trescientos -300-, mientras que la cantidad realmente recibida es de doscientos cincuenta-250-. Oàd][mjj]fldq]%eYad`Yk_j]Yldqj]\m[]\l`]mk]g^Zmkaf]kkd]l% l]jk$fgoo]oaddklm\q`golghjgh]jdqojal]YklYf\Yj\Zmkaf]kk d]ll]j >a_&/&)!$Yf\o]oadd^g[mkgf]%eYaddYl]j& L`] klYf\Yj\ d]ll]j hj]k]fl]\ `Yk Yf Y\nYflY_] j]_Yj\af_ ]d][% ljgfa[e]\aY$Ykalhjgna\]kYegj][dgk]Yf\h]jkgfYdaeY_]&:q [gfljYkl$alkeYbgj\akY\nYflY_]akalk\]h]f\]f[]gfhYjla[mdYj lae]kg^hgklYdeYadk]jna[]k& D]lÍkdggcYll`]eYaf^]Ylmj]kg^Zmkaf]kkd]ll]jk& A. Structure of the business letter Suponemos que ha sido un error por su parte, por lo que les rogamos que no emita la factura de la venta hasta que no se aclaren las circunstancias por las que reclamamos. L`]kljm[lmj]g^l`]Zmkaf]kkd]ll]jakkaeadYjlgl`Ylg^l`]klYf% \Yj\d]ll]j2al`YkYZ]_affaf_$hj]k]flYlagfgj`]Y\]j$YZg\qYf\ Yf]f\& Esperando recibir una rápida contestación, les saluda atentamente, :]_affaf_$hj]k]flYlagfgj`]Y\]j Raquel Álvarez Directora Comercial RR/mvs Fig. 7.1. =pYehd]g^Zmkaf]kk[gehdYafld]ll]j& L`]Z]_affaf_g^l`]Zmkaf]kkd]ll]jako`]j]o]afljg\m[]gmj% k]dn]k Yf\ k`go l`] _gYd g^ l`] [geemfa[Ylagf l`Yl o] Yj] \gaf_& AflàkhYjlg^l`]Zmkaf]kkd]ll]jo]emklaf[dm\]gmjfYe]$ gmj[gehYfqYf\l`]hgkalagfo]`Yn]&AfhYjla[mdYj$al[gflYafk l`]^gddgoaf_k][lagfk2 – >ajkl$the place and dateg^l`]d]ll]j$Yf\Ydkgl`][gflY[l\]lYadkg^gmj[gehYfqafl`] mhh]jja_`lhYjl d]ll]j`]Y\$>a_mj]/&*!& Centro Universitario de Marina Centro Universitario de Marina C/ Santa Luisa, 2 08900 Barcelona Tel.: 93 343 33 33 www.cumarina.es Fig. 7.2. =pYehd]g^d]ll]j`]Y\& 138 :jgY\dqkh]Ycaf_$Ybusiness letterakYfqojall]f[geemfa% [Ylagfl`YllYc]khdY[]Z]lo]]f[gehYfa]k& – L`]f$o]oaddojal]l`]\ata of the recipient or receiver$l`YlaklgkYq$l`]h]jkgfgj [gehYfqlgoà[`[geemfa[YlagfakY\\j]kk]\Yf\l`]hgkalagf`]d\$a^Yhhda[YZd]& – Afl`]f]plhYjY_jYh`$o]oaddaf[dm\]Ybrief greeting ÊEmqKj&egËgj$aâlakY[gehYfq$ ÊEmqKjk&egkË!&A^qgmoak`$Z]^gj]l`]_j]]laf_qgm[Yfojal]l`]kmZb][lg^qgmjd]ll]j& =pYehd]2Ê9kmflg2afnalY[afYmfY\]egkljY[af\]hjg\m[lgkhYjY\]hmjY[af\]hak[afYkË& – >afYddq$o]oadd]f\oal`Ybrief summary g^l`]j]Ykgf^gjl`]d]ll]j&Aloadd`Yn]gf] daf]k`goaf_l`]kmZb][lg^l`]d]ll]j&Kge]lae]kalaf[dm\]kYj]^]j]f[]$l`YlaklgkYq$ Yfafl]jfYd[g\]lga\]fla^qYf\âd][gjj]khgf\]f[]& Written communication within the company 7 Content L`] Y[lmYd [gfl]fl gj Zg\qg^l`]Zmkaf]kkd]l% l]jakl`]hYjlo`]j]qgm \]n]dgh l`] a\]Yk qgm oYfl lg [geemfa[Yl]& There are no strict rules g^]phj]kkagfaflàkhYjl$ j]_Yj\d]kk g^ l`] ZYka[ jmd]k ^gj ]^^][lan] [ge% emfa[Ylagf2gj\]j$[dYjalq$ j]dYl]\a\]Yk$[gf[dmkagfk$ kmeeYjq&&& End 9^l]jl`]Zg\q$l`]gfdq làf_d]^laklgkYq_gg\% Zq] oal` Y Zja]^ hgdal] ]phj]kkagf$km[`YkÊDgg% caf_ ^gjoYj\ lg `]Yjaf_ ^jge qgmË$ ^gddgo]\ Zq gmjka_fYlmj]&L`]ka_fY% lmj]eYqaf[dm\]Y^âp]\ l`]k]Ydg^l`][gehYfq gj ]flalq Yf\ l`] fYe] Yf\ hgkalagf g^ l`] h]j% kgf k]f\af_ l`] d]ll]j$ Yf\ l`] ka_fYlmj] alk]d^ emklZ]afafc >a_&/&+!& Do you know that...? SD]ll]j`]Y\U S;gehYfqY\\j]kkU SRah[g\]Yf\[alqU SH`gf]fmeZ]jU S>YpfmeZ]jU S;alqYf\\Yl]U =klaeY\g[da]fl]2 D] Y_jY\][]egk km [gfâYfrY \]hgkalY\Y ]f dY [gfljYlY[af \] fm]kljgk k]jna[agk q d] \Yegk dY Za]fn]fa\Y [geg fm]ng [da]fl]\]S[gehYfqfYe]U& 9 hYjlaj \] ]kl] ege]flg hg\j \ak^jmlYj \] lg\gk dgk hjg\m[lgk q k]jna[agk im] `Y [gfljYlY\g [gf fgkgljgk q ]f [mqYhj]klY[af_YjYflarYegkdYekYdlY[Yda\Y\q[gehd]lY Yl]f[af& Fg\m\]]fhgf]jk]]f[gflY[lg[gffgkgljgkhYjY[gfkmdlYj kmk \m\Yk$ j]YdarYj km_]j]f[aYk g [mYdima]j gljY [m]klaf& D] j][gj\Yegk im] [mYdima]j [gfkmdlY im] mkl]\ j]Yda[] ]k \] _jYf nYdY hYjY S[gehYfq fYe]U$ qY im] ljYZYbYegk [Y\Y \YhYjY\Yjj]khm]klYYkmkf][]ka\Y\]kqg^j][]jd]e]bgj]k hjg\m[lgkqk]jna[agk& Kaf gljg hYjla[mdYj$ Yhjgn][`Yegk dY g[Ykaf hYjY kYdm\Yjd] Yl]flYe]fl]qY_jY\][]jd]mfYn]rekdY[gfâYfrY\]hgka% lY\Y]fS[gehYfqfYe]U& EmqYl]flYe]fl]$S[gehYfqfYe]U SfYe]Yf\ka_fYlmj]U Qgm[Yfkladdâf\d]ll]jkaf[dm\af_ mhh]j[Yk] afalaYdk g^ l`] h]jkgf o`g \a[lYl]k l`] l]pl Yf\ dgo]j% [Yk] afalaYdk g^ l`] h]jkgf o`g lqh]kal& Web A^qgmoYfllg]phYf\qgmjcfgo% d]\_]gfZmkaf]kkd]ll]jk$nakal2 http://www.cartascomerciales. com.es Fig. 7.3. Eg\]dg^Zmkaf]kkd]ll]j& B. Styles of business letters 9styleakl`]oYqo]YjjYf_]l`][gfl]flkg^YZmkaf]kkd]ll]j&L`]^gddgoaf_klqd]kYj]l`] egkl[geegfafZmkaf]kkd]ll]jk2 Modern style:alklYjlkYll`]d]^leYj_afg^l`]hYh]jYf\`Ykfgaf\]flYlagf& Modified modern style:alakn]jqkaeadYjlgl`]hj]nagmkgf]$Zmlafl`]]f\l`]ka_fYlmj]ak ojall]fgfl`]ja_`l&A^qgmYj]mkaf_oaf\go]fn]dgh]k$l`]j][aha]fl\YlYemklZ]gfl`] ja_`lkgl`Ylo`]fl`]d]ll]jak^gd\]\Yf\afk]jl]\afl`]]fn]dgh]$l`]k]\YlYYj]nakaZd] l`jgm_`l`]oaf\go& Professional style: almk]kaf\]flYlagfafl`]_j]]laf_]phj]kkagfYf\YdkgYll`]Z]_affaf_ g^]Y[`hYjY_jYh`&L`]j][aha]flYhh]Yjkafl`]lghja_`lg^l`]d]ll]j$Yf\^Yj]o]ddYf\ ka_fYlmj]eYqYhh]Yjgfl`]ja_`l& Evolved style:ala_fgj]k_j]]laf_Yf\^Yj]o]dd$Yf\l`]j]eYafaf_[gfl]flkYj]YjjYf_]\af Yfqg^l`]l`j]]hj]nagmkklqd]k& Activities 6. J]Y\l`]^gddgoaf_Yjla[d]2http://www.emprendedores. es/var/em/storage/original/application/em102_08.pdf. O`Yl lqh]k g^ Zmkaf]kk d]ll]jk Yj] af[dm\]\7 O`Yl Yj] l`][Yl]_gja]kg^Zmkaf]kkd]ll]jkg^l`]]pYehd]k7O`Yl Yj] l`] \a^^]j]f[]k Z]lo]]f Y\\j]kkaf_ l`] d]ll]j lg Y [gehYfq gj lg Yf af\ana\mYd7 9f\ Z]lo]]f afljg\m[af_ Yhjg\m[lYf\afljg\m[af_Yk]jna[]7 7. Ojal]YZmkaf]kkd]ll]joal`l`]kYe][gfl]flZmlmkaf_ \a^^]j]flklqd]k2 a) Eg\]jf b)Hjg^]kkagfYd c) =ngdn]\ 139 7 Written communication within the company C. Abbreviations and acronyms L`]<a[lagfYjqg^l`]JgqYdKhYfak`9[Y\]eqg^DYf_mY_] <J9=!\]âf]kYZZj]naYlagfYkl`] Êk`gjl_jYhà[j]hj]k]flYlagfg^Yogj\gj_jgmhgôgj\k$gZlYaf]\Zqj]egnaf_kge]g^ l`]d]ll]jkgjkqddYZd]kgâlk^mddojalaf_oal`Y^mddklghafl`]]f\Ë& O`]fo]mk]YZZj]naYlagfk$o]emkleYc]kmj]l`Ylthe receiver knows what they mean af gj\]jlg`Yn]Yf]^^][lan][geemfa[Ylagf3l`]j]^gj]o]oaddgfdqmk]o]dd%cfgofY[jgfqek Yf\oaddYnga\l`]j]kl&AfYfq[Yk]$l`]^gddgoaf_YZZj]naYlagfkYj][geegfdqmk]\afZmkaf]kk dYf_mY_]2 Abbreviation Meaning Abbreviation Meaning Abbreviation Meaning A/A a la atención ;&³$;Y&$;&Y$;geh& compañía \'n días vista Y'[ a cuenta ['[g[lY&[l]& cuenta corriente >\g& firmado Y[]hl& aceptación [fl& hd&[lk&! céntimo ^jY&g^&³ factura Y\ef& administración [`' cheque aehlg&3aeh&lg impuesto Y\e&gj ^]e&Y\e&gjY!3Y\ej& administrador \]hlg&g\hlg& departamento L/ letra de cambio Yll]& atentamente \lg&g\]k[l&´ descuento h&\& portes debidos :[g& banco <aj& ^]e&<aj&Y! director, dirección l]d&3l]d^&gl^fg& teléfono Table 7.5. Egkl[geegfYZZj]naYlagfkafl`]Zmkaf]kkâ]d\& A8 A7 A6 A5 A4 D. Customizing business letters and envelopes A2 (21 X 29,7 cm) (21 X 14,8 cm) (42 X 84 cm) A3 (42 X 29,7 cm) A0 A1 (84 X 59,4 cm) Fig. 7.4. <a^^]j]flhYh]jkar]k& :mkaf]kk d]ll]jk k`gmd\ ljYfkeal [gjhgjYl] a\]flalq& L`]j]^gj]$ l`] d]ll]j`]Y\ Yf\ l`] dg_g k`gmd\Z]af[dm\]\ZglàfhYh]jYf\]fn]dgh]k& J]_Yj\af_l`]^gjeYlg^hYh]jmk]\$l`]egkl[geegfakDIN A4 >a_&/&,!$gfk`]]lkg^_gg\ imYdalq Zml ^d]paZd] ]fgm_` lg Z] ^gd\]\& 9k ^gj l`] envelopes$ l`] e]Ykmj]k g^ l`] egkl oa\]dqmk]\eg\]dYj]22 x 11.5 cm (American) >a_&/&-!$Yf\l`gk]eYqaf[dm\]Yoaf\go ljYfkhYj]flj][lYf_d]gfl`]^jgflg^l`]]fn]dgh]!l`YloaddeYl[`l`]\YlYg^l`]j][aha]fl& Làkkqkl]ekYn]kl`]dYZ]dgmlka\]g^l`]]fn]dgh]$Zmlalak]kk]flaYdlg^gd\l`]hYh]jhjgh]jdq& =Y[`[gehYfq`Ykalkgof\]ka_fk^gjhYh]jYf\]fn]dgh]k$YkhYjlgâlk[gjhgjYl]a\]flalq& Afl]jekg^]fn]dgh]design$l`]egkloa\]dqmk]\af[dm\]kl`]dg_gafl`]Zgllged]^lg^l`] ^jgflYf\l`]\YlY^jgel`][gehYfqZ]dgo Ydl`gm_`l`]]fn]dgh]gfdqaf[dm\]khgklYdeYad \YlY2[gehYfqfYe]$Y\\j]kk$rah[g\]Yf\lgof!&O]eYqYdkgaf[dm\]l`]l]d]h`gf]fmeZ]j gfl`]]fn]dgh]&O`]fmkaf_oaf\go]fn]dgh]k$o]emkleYc]kmj]l`Yll`]dg_gYf\\YlY Yj]fglnakaZd]l`jgm_àl& Lg hjgh]jdq insert <AF 9, d]ll]j hYh]j af Yf 9e]ja[Yf]fn]dgh]$o]emkl^gd\l`]hYh]jaflg l`j]]hYjlk$Ykk`gofaf>a_mj]/&.& >afYddq$`Yd^%k`]]l]fn]dgh]k *.p)0&-[e!Yj]Ydkg ^j]im]fldqmk]\3l`]q[Yf[gflYafYk`]]l^gd\]\ af`Yd^&9f\qgmeYqYdkgâf\^mdd%^gdag]fn]dgh]k +*p**[e!$oà[`Yj]mk]\lgk]f\[gfljY[lkYf\gj \g[me]flkl`Yl[YffglZ]^gd\]\& Fig. 7.5. 9e]ja[Yfoaf\go]fn]dgh]& Fig. 7.6. >gd\]\9,d]ll]j& Activities 8. Ojal]YZmkaf]kkd]ll]jafKhYfakòal`Yf\oal`gmlYZZj]% naYlagfk&Ljqlgmk]l`]egkl[geegf^gjZmkaf]kk[gjj]k% hgf\]f[]& 140 9. Af Mfal ) o] \]âf]\ l`] \a^^]j]fl lqh]k g^ [gehYfa]k& O`YlYZZj]naYlagfk\go]mk]lgj]^]jlgl`]\a^^]j]fld]_Yd ^gjek7 Written communication within the company 7 E. Computer applications and formats for business correspondence L`]\g[me]flk_]f]jYl]\Zql`][gehYfqafalkafl]jfYd[geemfa[Ylagf Yf\kge]Ydkg^gj ]pl]jfYdY_]flk$km[`YkZmkaf]kkd]ll]jk!Yj]mkmYddqojall]foal`l`]kmhhgjlg^kg^loYj] Yhhda[Ylagfkl`Ylmake this task easier$Zgl`^gjeditingYf\proofreading& L`]mk]g^[gehml]jYhhda[Ylagfkafl`]\]n]dghe]flg^\g[me]flk^gjZmkaf]kk]flYadk[]j% lYafY\nYflY_]k&>ajkl$ogj\hjg[]kkaf_hjg_jYek$km[`YkOgj\¡ >a_&/&/!gjGh]fG^Â[]¡$ af[dm\]Ykh]dd[`][c]jl`Yl[YfZ]YmlgeYla[YddqYhhda]\lg\g[me]flkY[[gj\af_lgl`]\]% ^YmdldYf_mY_] kge]]eYadkqkl]ek\gallgg!$hjgna\]\l`Yllàklggdakhjgh]jdq[gfâ_mj]\ Yf\]fYZd]\&AfY\\alagf$l`]k]hjg_jYekeYqaf[dm\]_jYeeYj[`][c]jk& Oal`j]_Yj\lgformal aspects[gf[]jfaf_l`]^gjeYl$l`]j]Yj]k]n]jYdj][gee]f\Ylagfk^gj l`]eYj_afkl`Ylk`gmd\Z]mk]\afZmkaf]kk[gjj]khgf\]f[]2 LgheYj_af2+[elg,[e& Ja_`leYj_af2*[elg+[e& D]^leYj_af2+[elg,[e& Dgo]jeYj_af*[elg+[e& Fig. 7.7. Kh]ddaf_Yf\_jYeeYj[`][c]j afOgj\¡&9kqgm[Yfk]]$l`]hjg_jYe à_`da_`lkYl]jel`Ylakfglaf[dm\]\af alk\a[lagfYjqYf\km__]klkgl`]jl]jek3 l`]f$o][Yf[`Yf_]làkl]jegf[]gj ]n]jqlae]l`YlalYhh]Yjkgfl`]l]pl& Aflmjf$l`]Zg\qg^l`]d]ll]jmkmYddqZ]_afkYlY\aklYf[]g^ljahd]khY[af_^jgel`]_j]]laf_ Zq\]^Ymdl$daf]khY[af_afOgj\¡ak)&)-$ZmlYkaf_d])khY[af_akYdkgnYda\Yf\[geegfdq mk]\!&L`]\aklYf[]Z]lo]]fhYjY_jYh`kemklZ]Y\gmZd]khY[af_& Aô]\gfÍlcfgo`golgklYjlYZmkaf]kkd]ll]j$o][Yfmk]gfdaf]l]ehdYl]kl`Ylk`gol`] hjgh]j^gjeYlYf\'gjhjY[la[Yd[Yk]kg^Zmkaf]kk[gjj]khgf\]f[]& Examples 3.2. Commercial documents 9commercial documentak_]f]jYl]\YkYj]kmdlg^l`]\]dan]jqg^_gg\kgjk]jna[]kZq Zmkaf]kk]k& A^qgmoYfllgk]]eg\]dkg^Zmka% f]kkd]ll]jk$nakal2 http://office.microsoft.com/ es-hn/templates/carta-disenocomercial-TC010067038.aspx L`]j] Yj] log eYaf _jgmhk g^ [gee]j[aYd \g[me]flk2 sales documents$ oà[` Yj] l`gk] Yjakaf_^jge[gee]j[aYdljYfkY[lagfkh]j^gje]\Zq[gehYfa]k gj\]jhjghgkYd$\]dan]jqfgl] Yf\afnga[]!$Yf\payment documents$oà[`Yj]l`gk]mk]\lg[]jla^ql`YlY[]jlYafYegmfl gêgf]q`YkZ]]f\]dan]j]\ [`][c$Zaddg^]p[`Yf_]Yf\hjgeakkgjqfgl]!& A. Sales documents Aflàkk][lagfo]oaddklm\ql`]\g[me]flkYjakaf_^jgel`]ljY\af_j]dYlagfkàhkZ]lo]]f [gehYfa]k&Af_]f]jYd$l`]j]dYlagfkàhZ]lo]]fZmq]jkYf\kmhhda]jk_]f]jYl]kY\g[me]fl ^dgokm[`Yklàkgf]2 Offer Order SUPPLIER BUYER Request for information or offer Response to the order: invoice, bill Scheme 7.1. J]_mdYj\g[me]fl^dgoafYkYd]hjg[]kk& 141 7 Written communication within the company B. Request for information or offer O`]fYf]ehdgq]joYflklgZmqYhjg\m[lgjlgàj]Yk]jna[]^jgeYfgl`]j[gehYfq$`] gjk`]eYqj]im]klaf^gjeYlagfYZgmll`Ylhjg\m[lgjk]jna[]gjYZgmlg^^]jk3làkj]im]kl mkmYddqaf[dm\]kamounts, purchase prices and delivery times. <m] lg l`] [gklk afngdn]\ af l`] kmhhdq g^ _gg\k gj k]jna[]k `Yf\daf_ af l`] oYj]`gmk]$ hj]hYjYlagf$ \akljaZmlagf Yf\ \]dan]jq&&&!$ o`]f eYcaf_ Yf gj\]j$ [gehYfa]k l]f\ lg _jgmh lg_]l`]jY[gehj]`]fkan]daklg^j]im]klkafYkaf_d]\g[me]fl$kgplanningakf]]\]\&>gjl`] kYe]j]Ykgf$alakmkmYdlgYkcl`]kmhhda]jlg[gfâjeavailabilityg^l`]hjg\m[lkgjk]jna[]k l`YlYj]Z]af_gj\]j]\Z]^gj]\]dan]jq$afgj\]jlgeYc][gjj][lagfkl`YleYqYjak]& AfY\\alagflgl`]Yegmflk$hmj[`Yk]hja[]kYf\\]dan]jqlae]k$l`]j]Yj]gl`]j^Y[lgjklgZ] Y_j]]\$km[`Ykdiscounts$hgkkaZd]âfYf[af_YjjYf_]e]flk$afkmjYf[][gn]jaf__gg\k$Yf\kggf& EYfq [gehYfa]k `Yn] l`]aj gof order forms3 l`]q hjgna\] l`]e lg l`]aj [mklge]jk$ o`g gfdq`Yn]lgâddl`]eafYf\k]f\l`]eZY[cZqhgklYdeYad$^Ypgj[gmja]jlgeYc]j]im]klk& Afgl`]j[Yk]k$l`]gj\]jakhdY[]\]d][ljgfa[Yddql`jgm_`^gjekl`YlYj]mkmYddqhjgna\]\afl`] o]Zkal]kg^kmhhda]j[gehYfa]k& O`]f l`]j] ak fg gj\]j ^gje gj o`]f al ak fgl YnYadYZd]$ l`] structure g^ l`] gj\]j d]ll]j k`gmd\Z]kaeadYjlgl`]^gddgoaf_]pYehd] >a_&/&0!2 É ALICATADOS INGLETE 9DA;9L9<GKAF?D=L=$K&D& ;A>:010/0/0/ ;'Na]bg;Yeafg$+ ,+*(.LYjjY_gfY *0\]YZjad\]*()( 9kmflg2H]\a\g F'j]^2JD'ek Header, af[dm\af_l`]d]ll]j`]Y\Yf\dg_g$a^Yfq&AfYfq [Yk]$[gflY[laf^gjeYlagfemklZ]af[dm\]\& Addressee. Làkaf^gjeYlagfeYqYhh]Yjgfl`]ja_`lgj gfl`]d]^l&A^qgmcfgol`]h]jkgfÍkfYe]$qgmk`gmd\ af[dm\]allgg& Date. AlakhdY[]\gfl`]ja_`lgjgfl`]d]^l$Zmlf]n]j []flj]\& =klaeY\gk]gj2 D]Y_jY\][]jYegkim]fgk]fnaYk]dYka_ma]fl]e]j[Yf[aY2 -(([YbYkYrmd]bgkÊY_mYeYjafYË *(mfa\Y\]k! *(([YbYkYrmd]bgkÊjkla[gË ,(mfa\Y\]k! DYe]j[Yf[aYk]jj][g_a\Y\]kmkYdeY[]f]k]f]dhdYrg\] [af[g\YkljYkdYj][]h[af\]]klY[YjlYhgjmfgh]jYjag \]ea]ehj]kY& D]j][gj\Yegkim]dYk[gf\a[agf]k\]hY_ghY[lY\Ykkgf2 %-(Yd[gflY\g]f]^][langYdY]flj]_Y\]dYe]j[Yf[Y %J]klge]\aYfl][`]im]fgeafYlang[jmrY\g]f]dhdYrg \]mfYk]eYfYljYkdYj][]h[af\]dY^Y[lmjY Subject and reference of the business letter. Kge]]p% h]jlk`gd\l`Yll`]j]^]j]f[]g^l`]Zmkaf]kkd]ll]j Yfafl]jfYd[g\]a\]fla^qaf_l`]d]ll]j!k`gmd\fglYhh]Yj afl`][ghql`Ylakk]fl& Body of the business letter. L`][gfl]flalk]d^& Signature.L`]hgkalagfg^l`]h]jkgfo`gka_fkl`]d]ll]j akmkmYddqaf[dm\]\`]j]& KafgljghYjla[mdYjk]\]kha\]Yl]flYe]fl]& 9flgfaY?e]r Fig. 7.8. Gj\]jd]ll]j& C. Offer of professional services L`] oYq lg jYak] YoYj]f]kk g^ l`] hjg^]kkagfYd k]jna[]k hjgna\]\ Zq [gehYfa]k gj hjg^]kkagfYdkakl`jgm_`Y\n]jlakaf_gjYdkgoal`Y\g[me]fl mkmYddqYd]ll]j!afoà[`l`] k]f\]j ]phdYafk Y hjghgkYd lg [Yjjq gml []jlYaf k]jna[]k ^gj Y hgl]flaYd [mklge]j& Af ^Y[l$ làk ak Yf Y\n]jlakaf_ \g[me]fl l`Yl ]phdYafk l`] Y\nYflY_]k g^ àjaf_ l`] k]jna[] Yf\ l`] \akY\nYflY_]kg^fgl\gaf_kg& 142 Written communication within the company 7 @]j]o][Yfk]]Y sample letter lghjgna\]professional services,ojall]foal`l`]afl]flagf g^YlljY[laf_l`]Yll]flagfg^l`]lYj_]l[gehYfq >a_&/&1!2 >][`Y)1')('*()) =kl]^YfYDh]rEYjlf]r& ?]j]fl] ?jmhg\]]ehj]kYkDh]rEYjlf]r Hgd_gfgaf\mkljaYdDYJm]\Y$k'f )-(-(AkdY;jaklafY @m]dnY! =klaeY\YKjY&2 E][gemfa[g[gfmkl]\Ydgk]^][lgk\]hj]k]flYjd]fm]kljgkk]jna[agk\]Yk]kgjYâk[Yd$ dYZgjYdq[gflYZd]& Dgk[gkl]kYkg[aY\gkYdY_]klafY\eafakljYlanYhm]\]fj]\m[ajk]\jkla[Ye]fl]YljYnk \]mfYYk]kgjYhjg^]kagfYd[gegdYim]g^j][]egk&Fm]kljgkYk]kgj]k\akhgf]f\]Ye% hdagk[gfg[aea]flgkq]ph]ja]f[aYhjg^]kagfYd& Ofrecemos: %9k]kgjY[gflYZd]& %Aehm]klgk 9=9L$dg[Yd]k$]l[l]jY!& %?]klaf\]feafYk& %GZl]f[afq_]klaf\]kmZn]f[agf]k& %F]_g[aY[af[gf]fla\Y\]kâfYf[a]jYk& Lg\g]ddg[gfdY flexibilidad y seguridadf][]kYjaYkhYjYkmkf][]ka\Y\]kqj]im]jaea]flgk& 9\]ek$_YjYflarYegk[gfljY[lmYde]fl]dY[gfâ\]f[aYda\Y\\]lg\gkkmk\Ylgk& 9\bmflg]f[gfljYjmfYhjghm]klY\]lYddY\Y[gf]dhj][ag[gfbmflg\]fm]kljgkk]jna[agk qdgkhj][agk\][Y\YmfY\]dYkgh[agf]kim]hm]\][gfljYlYjhgjk]hYjY\g& Hgj^Yngj$fg\m\]]f[gfkmdlYj[mYdima]j\m\Yim]d]kmjbYkgZj]]klYaf^gjeY[af& 9l]flYe]fl]$ BmYfBgkHj]rDh]r Hj]rDh]r9k]kgj]k&;';Yj\]fYd]k$f´)/&)-(((@m]dnY&L]d&21-1------=%eYad2h]j]r8dgh]r&[ge Fig. 7.9. KYehd]d]ll]jg^^]jaf_hjg^]kkagfYdk]jna[]k& AfY\\alagflgl`]k]\g[me]flkj]dYl]\lgl`]kYd]$l`]^gddgoaf_lYZd]af[dm\]kgl`]jl`j]] \g[me]flk2gj\]jhjghgkYd$\]dan]jqfgl]Yf\afnga[]& Sales documents Order proposal 9\g[me]flZqoà[`l`]Zmq]jgj[mklge]jY_j]]klgY[imaj]l`]_gg\kgj\]j]\^jgel`] kmhhda]j& AlakYdoYqkka_f]\Zql`]h]jkgfo`geYc]kl`]j]im]kl$l`YlaklgkYq$l`][mklge]j$Yf\alak kmZb][llgYhhjgnYdZql`]j][aha]fl$l`YlaklgkYq$l`]kmhhda]j& =Y[`[gehYfqoaddk]lld]alkgofgj\]j^gjeY[[gj\af_lgalkgoff]]\kYf\lgalkY[lanalq& Delivery note <g[me]flYff]p]\lgl`]\]dan]jqg^_gg\k&Alakakkm]\Zql`]kmhhda]jgjk]dd]jYf\alaf[dm\]k l`]_gg\kl`YlYj]\]dan]j]\&L`][mklge]jmk]kalYkYj]^]j]f[]lg[`][cl`]al]ekl`Yl`Yn] Z]]fj][]an]\$Yf\l`]kmhhda]jmk]kalYkYhjgg^g^`Ynaf_\]dan]j]\l`]_gg\kgjk]jna[]k& Table 7.6. KYd]k\g[me]flkafZmkaf]kk(cont.). 143 7 Written communication within the company Invoice Sales documents 9\g[me]fll`Yld]_Yddqbmklaâ]kl`]aehd]e]flYlagfg^YkYd]kljYfkY[lagf&Alakd]_Yddqhjgna\]\ Zql`]JgqYd<][j]]),1.'*((+$gfFgn]eZ]j*0l`$oà[`hYkk]kl`]j]_mdYlagf_gn]jfaf_Zaddaf_ gZda_Ylagfk$Yf\Ye]f\kl`]J]_mdYlagfgfNYdm]9\\]\LYp&Làkj]_mdYlagf$aflmjf$akYe]f\]\ Zql`]JgqYd<][j]]0/'*((-$gfBYfmYjq+)kl&Alemklaf[dm\]2 a) FmeZ]jYf\$a^YhhjghjaYl]$k]ja]k&L`]fmeZ]jaf_gâfnga[]koalàf]Y[`k]ja]koaddZ] [gjj]dYl]\&Afnga[]keYqZ]akkm]\Zqk]hYjYl]k]ja]ko`]fl`]j]Yj]_jgmf\]\j]Ykgfk& b) <Yl]gâkkm]& c) >mddfYe]Yf\^mdd[gjhgjYl]fYe]$Zgl`g^l`]h]jkgfgj[gehYfqakkmaf_l`]afnga[]Yf\l`] j][aha]fl& d) LYpA\]flaâ[YlagfFmeZ]j FA>!& e) >mddY\\j]kkg^k]dd]jYf\Zmq]j& f) <]k[jahlagfg^ljYfkY[lagfk$af[dm\af_Yddl`]\YlYj]imaj]\^gjk]lldaf_l`]N9LZYk]$l`]hja[]$ af[dm\af_mfalhja[]Z]^gj]lYp]k$Yf\Yfq\ak[gmflgjg^^]jl`Ylakfglaf[dm\]\afl`] mfalhja[]& g) N9LjYl]kYhhda[YZd]lgl`]gh]jYlagfk& h) N9Lk`Yj]j]kmdlaf_^jgel`]Yhhda[Ylagfg^l`]lYpjYl]lgl`]YegmflZ]^gj]lYp]k& i) L`]\Yl]o`]fljYfkY[lagfko]j]\gf] \]dan]jq\Yl]$]l[&!& Table 7.6. KYd]k\g[me]flkafZmkaf]kk& D. Payment documents >afYddq$o]oaddklm\ql`]^gmjusual payment documentsaf[gjhgjYl]ljYfkY[lagfk2receipts, checks, promissory notes and bills of exchange. Receipt <g[me]flakkm]\YkYhjgg^g^`Ynaf_j][]an]\Y[]jlYafYegmflgêgf]q& Payment documents Cheque Gj\]j_an]fZql`]`gd\]jg^YZYfcY[[gmfllg\]dan]jY[]jlYafYegmflgêgf]qlgYlàj\hYjlq& ;`]im]kYj]âdd]\gf^gjekhjgna\]\Zq[j]\alafklalmlagfkYk[`]im]Zggck$oal`Ykh][aâ[fmeZ]j ^gj]Y[`[`]im]& Promissory note <g[me]flakkm]\Zql`]\]Zlgj Zmq]j!Zqoà[`Y_j]]klghYqYkmegêgf]qlgYfgl`]j& Bill of exchange Af[j]Ykaf_dqgZkgd]l][gee]j[aYd\g[me]fl\jYofgfklYeh]\hYh]j& Table 7.7. HYqe]fl\g[me]flkafZmkaf]kk& 144 Written communication within the company Activities Important 10. <g qgm cfgo o`Yl Yf ]d][ljgfa[ afnga[] ak7 <g]k al `Yn] l`] kYe] nYdm] Yk Y [gfn]flagfYdafnga[]7>af\af^gjeYlagflgYfko]jYlhttp://www.facturae.es 11. DggcYllàkZaddg^]p[`Yf_]2 Alicante 1 Euros 2 15-5-2008 4 15 de Julio de 2008 Sociedad Labrador S. A. 6 ≠1.000.- €≠ 5 3 12 Mil euros--------------------7 Banco Dineros Puerta de Toledo, 25 28019 Madrid 01/03/2008 7 10 13 8 0128 0338 75 4121012365 Sociedad Labrador S. A. Plaza del rey, 5 28019 Madrid 9 11 P.P Sociedad Labrador P.P Sociedad Librada ;Yfqgml]ddo`Yll`]fmeZ]jkafl`]aeY_]klYf\^gj7 3.3. Internal documents Fgoo]oaddklm\ql`]eYaf\g[m% e]flk mk]\ Zq [gehYfa]k lg [Y% jjq gml written communications oalàfl`]e& A. Meeting request Corporate law hjgna\]k l`] hjg[]\mj] ^gj e]]laf_ j]im]klk af [gehYfq ZgYj\k$ Yk o]dd Yk l`] e]Yfk Zq oà[` l`]q k`gmd\ Z]k]fl& >gj ]pYehd]$ l`] 9ffmYd ?]f]jYd E]]laf_ emkl Z] [gfn]f]\ oal` Y fgla[] hmZdak`]\ af l`] G^â[aYd ?Yr]ll]g^l`]E]j[Yflad]J]_akljq :GJE! Yf\ gf] g^ l`] dYj_]kl f]okhYh]jk af l`] hjgnaf[]$ oal` Yeafaemeg^â^l]]f\YqkZ]^gj] al lYc]k hdY[]& L`] fgla[] emkl klYl] l`] \Yl] g^ e]]laf_ Yf\ Ydd akkm]klgZ]Y\\j]kk]\3aleYqYdkg af[dm\]Yk][gf\\Yl]afl`]]n]fl l`YlYk][gf\e]]laf_akf]]\]\& 9 eafaeme h]jag\ g^ *, `gmjk ak eYf\Ylgjq Z]lo]]f l`] âjkl Yf\ l`]k][gf\e]]laf_& ;GFNG;9LGJA9<=J=MFAæF =f [mehdaea]flg \] dg \akhm]klg ]f ]d Yjl[mdg *- \] dgk =klYlmlgk$ k] [gfng[Y Y dgk kg[agk Y dY BmflY ?]f]jYdGj\afYjaYim]l]f\jdm_Yj]dhjpaeg).\] \a[a]eZj]\]*())$YdYk))2((`gjYk]fhjae]jY[gfng% [YlgjaY$]fdYk]\][]fljYd\]dY]ehj]kY$g]fk]_mf\Y [gfng[YlgjaY$]d\Yka_ma]fl]YdYeakeY`gjYq]f]d eakegdm_Yj& Orden del día: 9meeting requestakY\g[m% e]fllgg^â[aYddq[Ydd[]jlYaf h]ghd] lg Yll]f\ Y e]]laf_ gjYkk]eZdq& Al k`gmd\ af[dm\] l`] date, time and place g^ e]]laf_ Yf\ alk agenda&L`]Y_]f\Yak^gje]\Zq l`]daklgâkkm]klgZ]\]Ydloal`gj \ak[mkk]\Yll`]e]]laf_&Afegkl e]]laf_ j]im]klk$ l`] âjkl akkm] ak lg read and pass the minutes of the previous meeting$Yf\l`] dYkl hgafl ak mkmYddq [Ydd]\ “any other business” (ruegos y preguntas)$j]^]jjaf_lg^mjl`]jim]klagfk gf lgha[k l`Yl `Yn]fÍl Z]]f Y\% \j]kk]\& D]lÍkdggcYllàk]pYehd]gê]]% laf_j]im]kl2 )&9hjgZY[af\]dY[lY\]dYj]mfafYfl]jagj& *&9hjgZY[af\]dgkhj]kmhm]klgk\]d]b]j[a[ag*())& +&Jm]_gkqhj]_mflYk& K] `Y[] [gfklYj ]d \]j][`g im] [gjj]khgf\] Y lg\gk dgk kg[agk \] gZl]f]j \] dY kg[a]\Y\$ \] ^gjeY afe]\aYlYq_jYlmalY$dgk\g[me]flgkim]`Yf\]k]j kge]la\gkYdYYhjgZY[af\]dYBmflY& N&´:&´\]dHj]ka\]fl]=dK][j]lYjag Fig. 7.10. E]]laf_j]im]kl& 145 7 Written communication within the company B. Meeting minutes L`]minutesYj]l`]ojall]fklYl]e]flgô`Yl`Yhh]f]\Yf\oYk\ak[mkk]\Yf\Y_j]]\ \mjaf_Ye]]laf_gjYkk]eZdq& Làk\g[me]flmust reflectYld]Ykll`]^gddgoaf_akkm]k2 HdY[]$\Yl]Yf\lae]g^l`]e]]laf_& FYe]g^l`]Yll]f\]]k& Akkm]kaf[dm\]\afl`]Y_]f\Y& J]kmdlkgZlYaf]\afl`]\ak[mkkagfkg^]Y[àkkm]$Yf\l`]j]kmdlkg^nglaf_$a^Yfq& 9_j]]e]flkj]Y[`]\& Afl]jn]flagfkg^l`]Yll]f\]]kafl`]dYklhYjl$ÊYfqgl`]jZmkaf]kkË& =f\ lae] g^ l`] e]]laf_ Yf\ ka_faf_ g^ l`] Yll]f\]]k& Làk hgafl ak eY\] mhgf Y k]l ]phj]kkagfkm[`Yk2 – Por no haber más asuntos a tratar, se pone fin a la reunión, a las (...) horas del día de la fecha. – Al no haber más asuntos a tratar, se levanta la sesión, a las (...) horas. L`] eafml]k emkl Z] ojall]f af Yf impersonal oYq$ af [`jgfgdg_a[Yd gj\]j gj _jgmh]\ Zq kmZb][l$oal`gmlgeallaf_Yfq\YlY&L`]K][j]lYjq$o`gakaf[`Yj_]gôjalaf_l`]eafml]k Y^l]jalakâfak`]\$emklZ]f]mljYd& :]^gj] ka_faf_ l`] \g[me]fl$ alk [gfl]fl emkl Z] Yhhjgn]\ Zq l`] Yll]f\]]k& ?]f]jYddq$ l`]eafml]kYj]Yhhjgn]\Yll`]f]ple]]laf_$Z]af_l`]âjklhgaflgfl`]Y_]f\Y&>afYddq$l`] eafml]kYj]j][gj\]\afYZggchj]hYj]\^gjl`Ylhmjhgk]Yf\cfgofYkminute book& D]lÍk`Yn]YdggcYllàk]pYehd] >a_&/&))!g^meeting minutes& CGympi Fe&\]Y[lY ACTA Nª2 DE LA COMISIÓN NEGOCIADORA DEL I CONVENIO COLECTIVO J=HJ=K=FL9FL=K<= DGKLJ9:9B9<GJ=K >]jff\]rKf[`]r$HYZdg ?Yj[YFYnYjjg$L]j]kY Kf[`]r9Zjad$Bmdag ?e]r9dgfkg$B]kk Hj]rJmar$H]\jg ?adNrim]r$DmakY 9K=KGJ=K K]jjYfgKf[`]r$Dmak JmZagGjlar$HYmdY EYjfJYegk$BgkEYfm]d Lgjj]kFYnYjjg$<Yfa]d :dYf[g;Ykljg$KadnaY J=HJ=K=FL9FL=K <=D9<AJ=;;AæF EmgrEmgr$KYem]d 9Zjad<]d_Y\g$Bmdag ?Yj[Y?gfrd]r$9flgfag KYflFYnYjjg$9fY =fEY\ja\Y),\]^]Zj]jg\]*())$ka]f\gdYk )(2,-`gjYkk]j]mf]f]fdYKYdY\]BmflYk\] dY]ehj]kY$k]\]]f9n]fa\YEYj_YlalYk$- EY\ja\!dYkh]jkgfYkYdeYj_]f j]dY[agfY\Yk[gegj]hj]k]flYfl]k\]dYhYjl] kg[aYdqj]hj]k]flYfl]k\]Yd\aj][[afhYjY afklYjdYkf]_g[aY[agf]k\]dA;gfn]fag[gd][% lang\]dY]ehj]kY?qeha$K&9& ORDEN DEL DÍA: ;m]klafhj]naY& DYhYjl]kg[aYdeYqgjalYjaYe]fl]hjghgf]im] dYkafl]jna]f[agf]k]f]klYe]kYk]j][Yd[Yf [ge]frYf\gka]ehj]hgjdYkk][[agf]k kaf\a[Yd]kekj]hj]k]flYlanYkqhgjdgke]fgk j]hj]k]flYfl]k& DY\aj][[afhjghgf]Ykmn]rYdYk]\]kg[aYd dYk[m]klagf]k\]hjg[]\aea]flghYjY]klY e]kYf]_g[aY\gjY$ka_ma]fl]k2 %DaealYj]dla]ehg\]j]mfaf`YklYdYk ),2+(`& %@Y[]jmfj][]kgYealY\\][Y\Yj]mfaf& KafekYkmflgkim]ljYlYj$k]d]nYflYdYk]kaf YdYk)+&((`& FIRMAS DE LOS REPRESENTANTES Fig. 7.11. =pYehd]gê]]laf_eafml]k& 146 9ll]f\]]kgfl`]eYj_af2)'+g^l`]hYh]j$ Ydl`gm_àflàk]pYehd]akegj]l`Yf`Yd^& L]plgfl`]ja_`lklYjlaf_oal`âp]\]phj]kkagf2 “=f (town) Y (date)...”. 9_]f\Y#\]n]dghe]flg^l`]e]]laf_& Afl]jn]flagfkYf\Y_j]]e]flk& >ap]\l]pllgâfak`2ÊKafekYkmflgkim]ljYlYj$k] d]nYflYdYk]kafYdYkÁË& Written communication within the company 7 C. Internal note L`]hmjhgk]g^Yfinternal noteakl`Yl\a^^]j]fl\]hYjle]flkgjk][lagfkg^Y[gehYfq [geemfa[Yl]lg]Y[`gl`]jaf[a\]flk$j]im]klk$]l[&l`YleYqYjak]Yegf_l`]e& Aflàklqh]g^\g[me]fl$l`]l]plemklZ]kind$af[dm\af_`Yf\ojall]fogj\kkm[`YkÊl`Yfc qgmË$Êhd]Yk]Ë$]l[& >a_&/&)*!& Fecha: 15.11.2011 De: Jefa del Departamento de Marketing A: Jefe del Departamento de Contabilidad Asunto: Petición de extracto de cuenta Te ruego que, a la mayor brevedad posible, me remitas extracto de cuenta desde el 1 de enero hasta la fecha, de nuestro cliente Muebles El Robledo, S. A., debido a que nos ha solicitado una nueva campaña de publicidad para el próximo año. Muchas gracias Fig. 7.12. Afl]jfYdfgl]& D. Greeting L`] greeting ak Y \g[me]fl l`Yl ak fgjeYddq mk]\ Zq [gehYfa]k$ _gn]jfe]fl Y_]f[a]k Yf\ Yml`gjala]k lg ]phj]kk Yhhj][aYlagf$ afnal] lg ]n]flk Yf\ j]hgjl lYc]gn]jk$ [`Yf_]k g^ j]_akl]j]\g^â[]k$Yf\kggf& L`]k]Yj][mjj]fldqmk]\YkafnalYlagfk$kgegj]Yf\egj]YnYfl%_Yj\]\]ka_fkYj]Z]af_mk]\& AlkstructureakYk^gddgok2alklYjlkoal`l`]hgkalagfg^l`]k]f\]jYf\l`]ogj\ÊsaludaËaf Yhjgeaf]flhdY[]&Alak^gddgo]\Zql`]j][]an]jÍkfYe]Yf\l`]kh][aâ[l]plg^l`][geem% fa[Ylagf af^gjeYlagf$afnalYlagfgjYkYhhjghjaYl]!&Aflmjf$làkak^gddgo]\Zql`]fYe]g^ l`]k]f\]jYf\l`]^Yj]o]dd$oà[àkmkmYddqYhgdal]]phj]kkagfkm[`YkÊYhjgn][`YdYg[Ykaf hYjYg^j][]jd]km[gfka\]jY[afek\aklaf_ma\YË&L`]dYklhYjlakl`]fYe]g^l`]lgof^jge o`]j]alakk]flYf\l`]\Yl] >a_&/&)+!& C]]hafeaf\l`YlY_j]]laf_aknever signed& El Director General de Antigüedades Luque Saluda a Don CRISTÓBAL UXÍA CASTELO y se complace en convocarle para la próxima inauguración de una nueva tienda en Salamanca, que se celebrará el próximo día 15 de Noviembre a las once de la mañana. LUIS LUQUE LERMA aprovecha la ocasión para ofrecerle su consideración más distinguida Madrid, a 24 de octubre de 2011 Fig. 7.13. ?j]]laf_& 147 7 Written communication within the company Do you know that...? Memorandum ak Y DYlaf ogj\ oà[` e]Yfk "làf_ lg Z]Yj af eaf\"& E. Memorandum L`]memorandumakYZja]^[geemfa[YlagfZ]lo]]f\]hYjle]flkgjaf\ana\mYdkg^l`] kYe][gehYfqlghjgna\][]jlYafaf^gjeYlagfgjlgj]eaf\kge]gf]g^kge]làf_& L`] contentsg^Ye]egjYf\mek`gmd\j]^]jlgYkaf_d]kmZb][lYf\l`]af^gjeYlagfemkl Z][d]YjYf\Y[[mjYl]&Afl]jekg^ structure,alakn]jqkaeadYjlgYd]ll]j >a_&/&),!$ZmlmkmYddq k`gjl]j&AfY\\alagf$l`]e]egjYf\me\g]kfglaf[dm\]l`]mkmYd^gjekg^_j]]laf_Yf\^Y% j]o]ddYhh]Yjaf_afd]ll]jk& KMH=JE=J;9<GKE=J;9KMJ$K&D& ;'Lgd]\g$f&´.& *)(()@M=DN9E=EGJßF<ME <=2<Y&HadYjEYjf <aj][lgjY\]JJ&@@& 9kmflg2DdYeY\Y\]Yl]f[afhgj^YdlY\]hmflmYda\Y\& 92BgkDmak?Yj[Y B]^]\]YdeY[f K]d]j][m]j\Yhgj]kl]e]\agim]km`gjYjag\]ljYZYbg]k\]k\]dYk/2((`gjYk`YklYdYk)-2(( `gjYk$[gfmf\]k[Yfkg\]+(eafmlgk&Mkl]\]klaf[mjja]f\g]f^YdlYkj]h]la\Yk\]hmflmY% da\Y\$hgjdgim]kak]j]hal]lYdkalmY[af]klYj]egkgZda_Y\gkYlgeYje]\a\Yk\ak[ahdafYjaYk qfgkn]j]egk]fdYh]fgkYf][]ka\Y\\]\]k[gflYjd]\]kmfeafY]dhgj[]flYb]\]kYdYjag hjghgj[agfYdYdla]ehgh]j\a\g& <]hYjlYe]flg\]JJ&@@& Fig. 7.14. E]egjYf\me& F. 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Y para que conste a los efectos oportunos, y a petición del interesado (interesada), firmo... – Signatureg^l`]h]jkgf[]jla^qaf_$o`gk]\YlYYj]d]Y\af_l`][]jlaâ[Yl]& Watch out! ;mjj]fldq$ hmZda[ Yml`gjala]k `Yn] eYfq Yhhda[Ylagf ^gjek YnYadY% Zd] kg l`Yl [alar]fk eYq h]j^gje \a^^]j]fl hjg[]\mj]k& L`]k] [Yf Z] ^gmf\ gf l`]aj o]Zkal]k Yf\ egklYj]afYH<>^gjeYll`Yl[Yf Z]âdd]\Yf\k]fl]d][ljgfa[Yddq a^ o] `Yn] Yf ]d][ljgfa[ ka_fYlmj]! gj hjafl]\ lg Z] \]dan]j]\ o`]j] YhhjghjaYl]& 149 7 Written communication within the company D]lÍkdggcYlYf]pYehd]g^certificate: Vocabulary Target or potential customer. H]jkgf gj h]jkgfk l`Yl Yj] egj] dac]dq lg Zmq Y _gg\ gj k]jna[] Z][Ymk]g^l`]ajkh][aâ[Y_]$_]f% \]j$ hmj[`Ykaf_ hgo]j Yf\ gl`]j [`YjY[l]jakla[k& AMBIENTADORES FLOR ['=klj]ddYkq[a]dgk$-,.((*NYd]f[aY <G|99F9DæH=R ?=J=FL=<=9E:A=FL9<GJ=K>DGJ$K&D& ;=JLA>A;92 Im]]dljYZYbY\gjB9AE=ßDN9J=RK9D?9<G$\mjYfl]]dYg*((1$`Yh]j[aZa\g mf kYdYjag Zjmlg$ hgj lg\gk dgk [gf[]hlgk \]2 )-*--$((Ó IMAF;= EAD <GK% ;A=FLGK;AF;M=FL9Q;AF;G=MJGK!& Dgk \]k[m]flgk q j]l]f[agf]k hjY[la[Y\Yk Yd [alY\g ljYZYbY\gj$ ]f ]d eakeg h]jag\g$`Yfka\gdgkka_ma]fl]k2 J]l]f[afAJH>2*-*($/,Ó <GKEADIMAFAK=FLGKN=AFL==MJGK;GF K=L=FL9Q;M9LJG;{FLAEGK!& <]k[m]flg\]dYK]_mja\Y\Kg[aYd2)*.($*,Ó EAD<GK;A=FLGKK=K=FL9 =MJGK;GFN=AFLA;M9LJG;{FLAEGK!& QhYjYim][gfkl]Ydgk]^][lgkghgjlmfgk$âjeY]dhj]k]fl][]jlaâ[Y\g]fNY% d]f[aY$Ylj]k\]eYjrg\]*()(& 9fYDh]rEYd\gfY\g Fig. 7.17. H]jkmYkan]Y\n]jlakaf_g^Y ^Yegmkqg_mjlZjYf\& Fig. 7.16. ;]jlaâ[Yl]& 3.4. Promotional texts. The advertising message HjgeglagfYdl]plkljqlgencouragel`]hmZda[lgZmqYhjg\m[lgjk]jna[]&L`]Y\n]jlak]e]fl l`]q[gflYafakY[geZafYlagfg^l`]l]pl$aeY_]k$kgmf\k$]l[&Yae]\Yl]f[gmjY_af_hgl]flaYd [mklge]jklgZmqkge]làf_& 9fY\n]jlakaf_e]kkY_]`Ykl`]^gddgoaf_goals2 9lljY[ll`]Yll]flagfg^l`]j][]an]j& ;geemfa[Yl]Yfa\]Yl`YleYl[`]kl`]Y\n]jlakaf_hmjhgk]& EYc]l`]lYj_]lj]e]eZ]jl`Yla\]YYkkg[aYl]\oal`Yhjg\m[lgjk]jna[]& AfYfq[Yk]$Yko]kYoafMfal)$YfY\n]jlakaf_e]kkY_]ljYfkealkl`]corporateimage& Fig. 7.18. HYjlg^l`]Zjg[`mj]g^Y [YehYa_flghj]n]flaf^dm]frY9 af^gjeYlan]Y\n]jlakaf_!& http://www.informaciongripea.es/ descargas.html 150 L`] strategy g^ l`]k] e]kkY_]k eYq Z] informative$ l`Yl ak lg kYq$ Y \]k[jahlagf g^ l`] [`YjY[l]jakla[kg^Yhjg\m[l$gjpersuasive$l`YlaklgkYq$o`]falYhh]YdklghmZda[^]]daf_k& Af>a_mj]/&)/o][Yfk]]Yf]pYehd]g^h]jkmYkan]Y\n]jlakaf_$Yf\af>a_mj]/&)0&$Yf]pYehd] gâf^gjeYlan]Y\n]jlakaf_& Written communication within the company Alak\a^â[mdllg[dYkka^qYfY\n]jlak]e]flYkgfdqh]jkmYkan]gjgfdqaf^gjeYln]3Ydl`gm_àl [gflYafkaf^gjeYlagf$l`]mkmYdlàf_aklgâf\]d]e]flkaimed at persuasion. >afYddq$o]k`gmd\fÍl^gj_]ll`Yll`]j]Yj]YdkgY\n]jlak]e]flkl`YlYj]gfdqYae]\Ylmaking the public rememberY[gehYfqgjYhYjla[mdYjhjg\m[l ^gj]pYehd]$l`gk]Y\kl`Ylgfdq k`gol`]dg_ggfY[gdgmj]\ZY[c_jgmf\!& Activities 14. EYl[`l`]k]gZb][lan]kg^l`]Y\n]jlakaf_e]kkY_]oal`l`]aj[gjj]khgf\af_jgd]2 a) =f[gmjY_]lg[`Yf_]ZjYf\k& b) Km__]klf]omk]k^gjYhjg\m[l& c) 9lljY[lf]o[mklge]jk& H]jkmY\]& d) EYaflYafl`]j]hmlYlagfg^l`]hjg\m[l& Af^gje& e) <]k[jaZ]l`][`YjY[l]jakla[kg^l`]hjg\m[l& J]eaf\& 7 Web >mjl`]jaf^gjeYlagfYZgml2 9\n]jlakaf_2 http://tv_mav.cnice.mec.es/ Audiovisuales/Alumnos/unidad3.html <]âfalagfk g^ Y\n]jlakaf_$ hjg% hY_Yf\Y$ hjgeglagf Yf\ hmZda[ j]dYlagfk2 http://www.promonegocios. net/mercadotecnia/definiciones-mercadotecnia.html f) ;geemfa[Yl]l`]afljg\m[lagfg^Yf]ohjg\m[l& g) Af[j]Yk]l`]Yegmflg^hmj[`Yk]k& A. Business card :mkaf]kk[Yj\k^gj[gehYfa]k`Yn]l`]kYe]roleYkZmkaf]kk[Yj\k^gjaf\ana\mYdk2lgafljg\m% []l`]ek]dn]kYf\_an][mklge]jkl`][`Yf[]lgj]e]eZ]jgmj[gflY[l\]lYadk& 9kalljYfkealkYâjklaehj]kkagfg^l`][gehYfq$alemklj]^d][ll`][gjhgjYl]aeY_]&O`]f hjafl]\l`]q[YfZ]eY\]g^[Yj\ZgYj\$eY_f]la[eYl]jaYdk$]l[& L`] content g^ Y Zmkaf]kk [Yj\ ak n]jq kaehd]2 [gehYfq fYe]$ dg_g$ Y[lanalq Yf\ [gflY[l \]lYadk& A^ al ak l`] [Yj\ g^ Yf ]ehdgq]] g^ l`] [gehYfq$ al oadd Ydkg af[dm\] l`] fYe] Yf\ hgkalagf$Yko]ddYk[gflY[l\]lYadk h`gf]]pl]fkagf$a^Yfq$Yf\]eYad!& B. Company presentation L`] hj]k]flYlagf g^ l`] [gehYfq ak l`] \g[me]fl l`Yl l`] [gehYfq k`gok hgl]flaYd [mklge]jk&Alaf[dm\]k2 Basic data g^ l`] [gehYfq2 fYe]$ [gehYfq fYe]$ LYp A\]flaâ[Ylagf FmeZ]j$ Y\\j]kk$ l]d]h`gf]Yf\gl`]j[gflY[l\]lYadk& Products or serviceshjgna\]\Zql`][gehYfq& 9faccount of performed workZql`][gehYfqlgk`goalkl][`fa[Ydkgmf\f]kk& Additional data Yf\l][`fa[Yde]Yfkmk]\lghjg\m[]_gg\kgjk]jna[]kgjl`]j]Ykgfkl`Yl \a^^]j]flaYl]l`][gehYfq^jgealk[geh]lalgjk& 9ko]k]]$l`]hmjhgk]g^làk\g[me]flaklgk`gol`][YhYZadalqYf\hjg^]kkagfYdakeg^l`] ]flalq^gjhgl]flaYd[mklge]jk& C. Leaflet 9leafletakY\g[me]flafoà[`l`][gehYfqg^^]jkaf^gjeYlagfYZgmlalkhjg\m[lkYf\ l`][gf\alagfkmf\]joà[`[mklge]jk[YfZmql`]e& Mfdac]l`]Y\n]jlakaf_Zjg[`mj]$oà[àkgfdqYdaklg^hjg\m[lkYf\hja[]k$l`]d]Y^d]laf[dm\]k \]lYad]\af^gjeYlagfYZgmll`]nature and conditions of the products or services l`Yll`] [gehYfqg^^]jk&L`]j]^gj]$l`][mklge]j[Yf[dYaeafl`]]n]fl l`Yll`][gehYfq^Yadklg hjgna\]l`]_gg\kgjk]jna[]kafl`]oYql`]qYhh]Yjgfl`]d]Y^d]l& Examples O][Yfâf\Yf]pYehd]g^Y[ge% hYfqhj]k]flYlagfd]ll]jYl2 ht tp://w w w.montajesnoain. com/files/Presentacion-NOAIN0709.pdf 151 7 Written communication within the company Afkge][Yk]k$l`]dYoj]imaj]kl`]k]dd]jlg\]dan]jYd]Y^d]llgl`]Zmq]jZ]^gj]]fl]jaf_aflg l`]kYd]kljYfkY[lagf$km[`Yko`]fàjaf_afn]kle]fl^mf\kgjo`]f_jYflaf_egjl_Y_]dgYfk& Leaflets[YflYc]nYjagmkforms: Flyers Simple leaflets Diptychs Three-page leaflets Fig. 7.19. OYqklg^gd\Yl`j]]%hY_] d]Y^d]l2[^gd\Yf\Y[[gj\agf^gd\& KeYddd]Y^d]lkafYkaf_d]k`]]loal`little weight làf!&L`]qYj]\]dan]j]\af dYj_]imYflala]kYf\g^l]fafl`]klj]]l& Dac]l`]^dq]j$al`YkYkaf_d]k`]]l$oà[`[YfZ]hjafl]\gfZgl`ka\]k& @go]n]j$al`YkYdYj_]jkar]Yf\hYh]jimYdalq& D]Y^d]lkl`YlYj]^gd\]\af`Yd^&L`]j]^gj]$\ahlq[`k`Yn]Y^jgflYf\YZY[c [gn]j$km[`YkZggck&L`][gn]j\]ka_fk`gmd\YlljY[lhgl]flaYd[mklge]jk$ Yf\l`]ZY[c[gn]jk`gmd\af[dm\][gflY[l\]lYadk& D]Y^d]lkl`YlYj]folded twice >a_&/&)1!$kgl`Yll`]j]Yj]l`j]]hYjlk&O`]f ^gd\]\$o]gfdqk]]l`]^jgflYf\ZY[c[gn]jk&9kaf\ahlq[`k$l`] [gn]jemklZ]YlljY[lan]Yf\[gflY[l\]lYadkk`gmd\Yhh]Yjgfl`]ZY[c[gn]j$ d]Ynaf_l`]aff]jhY_]k^gjaf^gjeYlagf&L`]o]a_`l`]j]akn]jqaehgjlYfl$ Ykn]jqlà[chYh]jogfÍld]lmk^gd\l`]k`]]lhjgh]jdq& Table 7.8. ;geegf^gjeYlkg^d]Y^d]lk& D. Advertising catalogue 9fadvertising catalogueakYdaklg^hjg\m[lkgjk]jna[]khjgna\]\Zql`][gehYfqoal` l`]aj[gjj]khgf\af_hja[]k& ;YlYdg_m]k >a_& /&*(! Yj] kljm[lmj]\ oal` Y cover$ l`] content Yf\ Y back cover. Af lmjf$ l`][gfl]fl`Ykemdlahd]hY_]k& L`]q Yj] mkmYddq eY\] g^ good quality paper Yk làk ak Y n]jq aehgjlYfl hjg\m[l ^gj l`] [gehYfq Yf\ ak mkmYddq dgf_%dYklaf_! Yf\ hjafl]\ af [gdgmj oal` addmkljYlagfk h`glg_jYh`k Yf\'gj\jYoaf_k!& E. Press release 9press releaseakY\g[me]fll`Yll`][gehYfqmk]klgk]f\af^gjeYlagfYZgmlYlgha[$ h]jkgfgjhjg\m[llgl`]e]\aY^gjhmZda[\akk]eafYlagf& Mfdac]hj]nagmk\g[me]flk$l`]hj]kkj]d]Yk]aknot an advertisement alk]d^& Fig. 7.20. =pYehd]g^Y\n]jlakaf_ [YlYdg_m]l`Yl[YfZ]^gmf\Zgl`hjafl]\ Yf\af\a_alYdn]jkagf2http://www.ikea. com/ms/es_ES/virtual_catalogue/ online_catalogues.html&Gf%daf] [YlYdg_m]kYj]fglf][]kkYjadqhjafl]\af hYh]j& 152 Alemklj]^]jlgYfeventl`Ylafngdn]kYklgjqgj^Y[lafl]j]klaf_]fgm_`^gjl`]e]\aYlg \][a\]lghmZdakàl&9kalakdac]Yha][]g^f]ok$l`]hj]kkj]d]Yk]`YkYk`gjlda^]& O`]f ojalaf_ Y hj]kk j]d]Yk]$ o] emkl Z] brief and accurate& Mfdac] hmj] Y\n]jlakaf_ e]kkY_]$o]emklYnga\Y\b][lan]kYf\ljqlg_an][j]\aZadalqlgl`]e]kkY_]& Af_]f]jYd$bgmjfYdaklko`gj][]an]Yhj]kkj]d]Yk][`][cl`]reliabilityg^l`]kgmj[]Z]^gj] hmZdakàf_l`]f]ok$kgo]emklYnga\afljg\m[af_fgf%l]klYZd]\YlYgjghafagfk& Written communication within the company 7 HdY[]Yf\\Yl]gâkkm] @]Y\daf] ;gfl]flg^l`]j]d]Yk] :Yka[af^gjeYlagfg^l`]]flalq l`Ylk]f\kl`]af^gjeYlagf ;gflY[l\]lYadk Fig. 7.21. Hj]kkj]d]Yk]& Activities 15. <gqgmcfgoo`YlYf]%hj]kkj]d]Yk]ak7EYc]Yj]k]Yj[` Yf\_an]Yf]pYehd]&L`]f\]n]dghYk[`]e]g^l`]eYaf Y\nYflY_]kYf\\akY\nYflY_]kj]_Yj\af_ljY\alagfYdhj]kk j]d]Yk]k& @afl2qgm[Yfmk]l`]af^gjeYlagfYllàkdafc2http://www. razonypalabra.org.mx/anteriores/n32/orojas.html 16. <]ka_fYd]Y^d]llg]phdYafl`]k]jna[]kg^g^^]j]\ZqYf Y_jalgmjake`gmk]&L`]eafaeme]d]e]flkl`Ylalemkl [gflYafYj]2 a) Dg_g& b) FYe]g^l`]`gmk]& c) K]jna[]khjgna\]\& d) Hja[]k& =phdYaf l`] k]d][lagf g^ l]pl Yf\ aeY_]k l`Yl qgm `Yn] eY\]gfl`]ZYkakg^l`]aeY_]g^qgmj[gehYfql`Ylqgm oYflhgl]flaYd[mklge]jklgj][]an]& 3.5. The report L`]reportakYlqh]g^[geemfa[Ylagfl`Ylakmk]\lgljYfkealZmkaf]kkaf^gjeYlagf Zglàfl]jfYddqYf\]pl]jfYddq& Làk\g[me]flak_]f]jYddqhj]hYj]\at the request of a superior or a client$Yf\l`]af^gj% eYlagfal[gflYafkakn]jqmk]^md^gj\][akagf%eYcaf_& Al ak _]f]jYddq mk]\ lg hj]k]fl$ af Y [d]Yj Yf\ \]lYad]\ oYq$ Y kmeeYjq g^ l`] ]n]flk gj Y[lanala]kl`Yl`Yn]Z]]fh]j^gje]\gjhdYff]\&AfY\\alagflg gZb][lan]\YlY$Yj]hgjl[Yf g^^]jafl]jhj]lYlagfk$[gf[dmkagfkYf\]n]fj][gee]f\Ylagfk& A. 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J]hgjllqh]kY[[gj\af_lgl`]aj[gfl]fl$k[gh]Yf\afl]fl (cont.)& 153 7 Written communication within the company Types of reports Descriptive According to the intent L`]Yml`gje]j]dqklYl]kl`]^Y[lk[d]YjdqYf\gZb][lan]dq$afYdg_a[Ydgj\]j&L`]q[YfZ]mk]\$ ^gj]pYehd]$lg\]k[jaZ]l`]eYfm^Y[lmjaf_hjg[]kkg^Yhjg\m[l& Assessing Làklqh]g^j]hgjl\g]kfglgfdq\]k[jaZ]l`]\YlY$ZmlYdkgYfYdqk]kYf\afl]jhj]lkl`]ekmZb][lan]dq& Alaf[dm\]kj][gee]f\YlagfkYf\[gf[dmkagfk& Persuasive L`]k]Yj]afl]f\]\lg[gfnaf[]l`]j]Y\]jg^Yfghafagfgja\]Y3l`]j]^gj]$\YlYemklZ]Zgl`]phdYaf]\ Yf\hjgn]f& Table 7.9. J]hgjllqh]kY[[gj\af_lgl`]aj[gfl]fl$k[gh]Yf\afl]fl& B. Steps to prepare a report Qgmk`gmd\^gddgol`]k]kl]hklgojal]Yj]hgjl2 1.<]n]dghYk[`]e]oal`l`]eYafhgaflk& 2.A\]fla^qkgmj[]kgâf^gjeYlagf& 3.;gdd][l\YlY& 4.K]d][lo`YlakaehgjlYfl& 5.Gj_Yfar]af^gjeYlagf& 6.Ojal]l`]j]hgjl& Spanish assistant QY `]egk [ge]flY\g im] ]f af_dk `Yq hYdYZjYk im] hm]\]f ^mf[agfYj [geg fgeZj]k q [geg n]jZgk& Report ]k gljY \] ]kYk hYdYZjYk3 fg kgdg dY mkYegk hYjY \][aj Êaf^gje]Ë$ kafg im] lYeZaf k] mladarY [geg n]jZg \]fljg \]d eZalg\]dY]ehj]kYhYjY\][ajde quién depende cada trabajador. Hgj]b]ehdg$kaqg^m]jY[ge]j[aYd \] mfY ]ehj]kY$ hg\jY \][aj2 I report to the sales manager. :]^gj]hj]hYjaf_Yj]hgjl$o]f]]\lgcfgoo`qo]\gal&L`]j]Yj]k]n]jYdim]klagfko] emklYkcgmjk]dn]k2O`Ylaf^gjeYlagfk`gmd\al[gflYaf7O`YlYj]l`]eYafYf\k][gf\Yjq hgaflk7 O`Yl l]jeafgdg_q \g o] mk]7 <]n]dghaf_ Y _gg\ j]hgjl aehda]k Yfko]jaf_ l`]k] Yf\gl`]jim]klagfk& 9 j]hgjl k`gmd\ Z] understandable, brief and accurate3 al k`gmd\ Z] ojall]f \aj][ldq Yf\ aeh]jkgfYddqYf\k`gmd\Z]egfg_jYhà[$l`YlaklgkYq$\]Ydoal`Ykaf_d]lgha[& C. Structure of the report 9ko]`Yn]Ydj]Y\qklm\a]\$l`]j]Yj]\a^^]j]fllqh]kg^j]hgjlk$Zmll`]structureakYdoYqk l`]kYe]$j]_Yj\d]kkg^l`]af^gjeYlagfal[gflYafk& L`mk$l`][gfl]flkg^Yj]hgjl[YfZ]\ana\]\aflgthree parts$Yf\l`]k]$aflmjf$aflgk]n]jYd k][lagfk2 Structure of the report Cover Alakn]jqaehgjlYfl$kaf[]alakl`]âjklaehj]kkagfl`Yll`]j]Y\]j`Yk&L`][gn]jhY_]emkl[gflYaf l`]lald]$l`]fYe]g^l`]h]jkgf$\]hYjle]flgj[gehYfql`Ylj]im]klkal$l`]Yml`gjÍkfYe]Yf\àk gj`]jhgkalagfafl`][gehYfq$Yko]ddYkl`]\Yl]Yf\hdY[]gâkkm]& Index Alj]^d][lkl`]gj_YfarYlagfg^[gfl]fl3alk`gmd\[gflYafl`]âjklYf\k][gf\%d]n]dk][lagfkoalàfYf\ l`]hY_]fmeZ]jo`]j]]Y[`k][lagfZ]_afk&AlakYdkg[geegfYll`]]f\g^l`]j]hgjl& Introduction AflàkhYjl$l`]Yml`gjgjYml`gjkg^l`]j]hgjloaddkh][a^ql`]kmZb][lYf\`golg\]Ydoalàl$ kgl`Yll`]j]Y\]j`YkYfa\]Yg^l`][gfl]flgjZg\qg^l`]j]hgjl& Summary Làkk][lagfakfglaf[dm\]\o`]fl`]j]hgjlaklggk`gjl&Alakn]jqmk]^md$YkalYddgokl`]j]Y\]jlg cfgol`]]kk]f[]g^l`]j]hgjl& Header Table 7.10. ?]f]jYdkljm[lmj]g^Yj]hgjl(cont.)& 154 Written communication within the company 7 Structure of the report Body Làkako`]j]^Y[lmYdaf^gjeYlagfYhh]Yjk&Alk`gmd\`Yn]Y[d]Yjkljm[lmj]kgl`Ylal[YfZ]hjgh]jdq mf\]jklgg\& Conclusion LàkhYjlaf[dm\]kl`]h]jkgfYdafl]jhj]lYlagfg^l`]^Y[lkYf\j][gee]f\Ylagfk&Alakl`]Yfko]j l`Yll`]Yml`gjgjYml`gjk_an]lgYkh][aâ[im]klagfeY\]Zql`]h]jkgfgj]flalql`Ylj]im]kl]\ l`]j]hgjlkm[`Yk2k`gmd\o]àj]f]oklY^^7K`gmd\o]af[j]Yk]hjg\m[lagf7AkalY\nakYZd]lggh]fY f]oZjYf[`7 Annexes K][lagfkaf[dm\af_Ydd\YlY$lYZd]k$_jYhà[k&&&oà[`Yj]klja[ldqj]imaj]\^gjl`]gn]jYddmf\]jklYf\af_ g^l`]j]hgjl& Bibliography Alaf[dm\]kYdaklg^Zggck$Yjla[d]kYf\j]na]ok\]Ydaf_oal`l`]kmZb][lg^l`]j]hgjll`Yl`Yn]Z]]f mk]\YkYfaf^gjeYlagfkgmj[]lghjg\m[]al& Body Appendix Table 7.10. ?]f]jYdkljm[lmj]g^Yj]hgjl& L`]kljm[lmj]]phdYaf]\afLYZd]/&)(k`gmd\Z]Yhhda]\Y[[gj\af_lgl`]lengthg^l`]j]hgjl Yf\lgl`]typeg^j]hgjl&Aô]oYfllgojal]Y\]k[jahlan]j]hgjl$o]oaddf]n]jaf[dm\]Y [gf[dmkagf3`go]n]j$làkhYjlak]kk]flaYdafl`gk]j]hgjlkl`YlYkk]kkYkalmYlagf& Activities 17. Mk]l`]]d]e]flko]hjgna\] YfaeY_]Yf\logYjla[d]k^jgel`]f]okhYh]jEl País! lghj]hYj]Yojall]fj]hgjlgfl`]]ngdmlagfg^[YjkYd]kafKhYaf& ÊDYkn]flYk\][g[`]k[Y]f]d+/$.]fg[lmZj]Ë YnYadYZd]Yll`]^gddgoaf_dafc2 http://www.elpais.com/articulo/economia/ventas/coches/caen/376/octubre/ elpepieco/20101103elpepieco_8/Tes!& ÊDYkn]flYk\][g[`]kk]\]khdgeYfhgj[mYjlge]k[gfk][mlangË YnYadYZd]Yll`] ^gddgoaf_dafc2http://www.elpais.com/articulo/economia/ventas/coches/desploman/cuarto/mes/consecutivo/ elpepueco/20101102elpepueco_5/Tes!& 155 7 Written communication within the company Case study 4. Reporting Afj][]flegfl`k$l`][gmja]j[gehYfqMJ?=FL=P$K&9&`Yk km^^]j]\k]n]jYdZj]Yc\gofkafl`]ajnYfkYf\eglgj[q[d]k$kg alak[gfka\]jaf_j]f]oaf_alk^d]]l&:]^gj]eYcaf_Y\][akagf$ l`][gehYfqeYfY_]j$DmakYJg[]?mlajj]r$j]im]kl]\Yj]% hgjll`]`]Y\g^l`]hmj[`Ykaf_\]hYjle]flYf\]ph]f\almj] eYfY_]e]fl$9d]bYf\jgßdnYj]rKYd_Y\g& Solution: RENOVACIÓN DEL PARQUE DE VEHÍCULOS Elaborado por: Alejandro Álvarez Salgado Dpto. de Compras INTRODUCCIÓN INDICE Introducción.......................... 3 Exposición............................. 4 Conclusión ............................ 5 Anexos ................................... 6 Con el fin de analizar la conveniencia de renovar el parque de vehículos de la empresa URGENTEX, S. A., se ha solicitado al Dpto. de Logística información sobre la situación actual de los vehículos. Los datos solicitados de cada vehículo han sido: antigüedad, estado, kilometraje actual y número de averías que ha sufrido en el último año (Ver Anexo I). Solicitado por: Luis Roce Gutiérrez Director de URGENTEX, S. A. Granada, a 15 de noviembre de 2011 2 UrgenteX ,S. A. INFORME SOBRE LA RENOVACIÓN DEL PARQUE DE VEHÍCULOS Una vez recopilados todos los datos, se ha procedido a elaborar un estudio del conjunto del parque del que se obtiene el resultado siguiente: - El parque actual está compuesto por cinco furgonetas y siete motocicletas. - La edad media de los vehículos es de 6,8 años. - El estado general de los vehículos es aceptable, pero se ha detectado un aumento preocupante en el número de averías durante el último año que ha supuesto un coste de 23 873 € en reparaciones. - Las averías suponen retrasos en los envíos y por tanto, pérdidas económicas y de imagen para la empresa. 4 156 UrgenteX ,S. A. Por otro lado, se ha analizado si es más ventajoso que la empresa adquiera los vehículos o que realice un contrato de renting. 3 UrgenteX ,S. A. UrgenteX ,S. A. ANEXO CONCLUSIÓN - Es necesaria la renovación del parque de vehículos. - Dicha renovación debe iniciarse de inmediato para los vehículos con más de cinco años de antigüedad y completarse en un plazo máximo de dos años. - Debido a que adquirir todos los vehículos supone una gran inversión y que los costes en reparaciones están siendo muy elevados, sería más rentable para URGENTEX, S. A. contratar el uso de los vehículos con una empresa de renting, que se encargase de su mantenimiento. - El coste de contratar con una empresa de renting oscila, según los presupuestos consultados, entre los 16 000€ y los 19 000€ anuales. 5 DATOS DEL PARQUE MÓVIL Vehículo Años Km Avería Estado Furgo 1 XXX XXX XXXX XXXX Furgo 2 XXX XXX XXXX XXXX Moto 1 XXX XXX XXXX XXXX ----- ----- ---- ----- ----- AVERÍAS DE FURGONETAS/MOTOS 10 Furgo 5 0 Moto o Ma yo Se ptie mb re INFORME UrgenteX ,S. A. Ene r UrgenteX ,S. A. 6 Written communication within the company 7 4. E-mail and netiquette L`]]%eYadak[`YjY[l]jar]\Zql`]emission of the message via the Internet&Mfdac]gl`]j ^gjekg^[geemfa[Ylagfl`Ylmk]l`]f]logjc$l`]]%eYad\g]kfÍlj]imaj]l`YlZgl`hYjla]k Yj]gf%daf]Yll`]kYe]lae] Ykal`Yhh]fkaf[`Yljggek!Yf\akfglhmZda[ Ykal`Yhh]fkoal` ^gjmek!& L`]]%eYadworksl`jgm_`loghYlòYqk2 L`jgm_` kg^loYj] cfgof Yk e-mail clients Yk Ea[jgkg^l Gmldggc$ EgraddY L`mf\]jZaj\$ Fig. 7.22. =pYehd]g^]%eYadkljm[lmj]& =m\gjY$]l[&!& <aj][ldql`jgm_ò]Zkal]k$l`]kg%[Ydd]\webmail km[`Yk?eYad!& Af hgklYd eYad$ l`] eYaf j]imaj]e]fl ak lg `Yn] Yf Y\\j]kk o`]j] lg k]f\ Yf\ j][]an] d]ll]jk3l`]]eYad`Ykl`]kYe]j]imaj]e]fl$Zmlaflàk[Yk]l`]Y\\j]kkak]d][ljgfa[&9dd]eYad Y\\j]kk]k`Yn]l`]^gddgoaf_^gjeYl2 mk]jfYe]8[gehYfq&]pl]fkagf& >gj ]pYehd]2 `][lgjh]j]r8l]d]^gfa[Y&f]l$ dm[Yk*/8]\m&gj_$ gjAY?gW).8mfa&]k& 9kqgm[Yfk]]$l`]Y\\j]kkak\ana\]\afloghYjlkZql`]8kqeZgd >a_mj]/&**!&L`]d]^l hYjlakl`]mk]jfYe]3alak[Yk]k]fkalan]Yf\hmf[lmYlagfeYjckYf\kqeZgdkYj]fglYddgo]\& 4.1. Netiquette L`]netiquetteakYk]lg^kg[aYd[gfn]flagfkl`Ylo]emkl^gddgoo`]fo][geemfa% [Yl]gn]jf]logjck& L`]l]jenetiquetteakY>j]f[ògj\\]jan]\^jgef]l f]logjcgjl`]Afl]jf]l!Yf\etiquette [gmjl]kq$_gg\eYff]jk!& F]laim]ll]jmd]k$Yko]ddYk[gmjl]kqjmd]k$Yj]Y[mdlmjYd[j]Ylagf&L`YlaklgkYq$l`]q`Yn] Z]]f\]n]dgh]\Zq[gfk]fkmkgÂfl]jf]lmk]jk$j]_Yj\d]kkg^d]_Ydj]_mdYlagfk&AfhYjla[mdYj$ kge][geegff]laim]ll]jmd]k^gj]%eYad[geemfa[YlagfkYj]l`]^gddgoaf_2 A^qgmmk]l`]]eYadg^l`][gehYfqYf\fgll`]h]jkgfYdgf]$qgmk`gmd\[`][cl`]l]jek g^mk]oal`l`][gjj]khgf\af_h]jkgfaf[`Yj_]&>gj]pYehd]2?YZja]dY<YrY[lkaehjgh]jdq o`]fk`]mk]kl`][gehYfq]eYadlgk]f\ha[lmj]k^jge`]jdYklljahlg`]j^ja]f\k& Mfd]kko]mk]]f[jqhlagf$o]emklYkkme]l`Yllàkcaf\g^[geemfa[Ylagfakfglk][mj]$ kgo]k`gmd\Ynga\k]f\af_[gfâ\]flaYdaf^gjeYlagf&>gjafklYf[]2l`][gehYfq;jfa[Yk \]d<m]jg$K&D&eYc]kYfgj\]jZqe]Yfkg^Yfgf%k][mj]]eYadhjgna\af_Yddj]imaj]\\YlY lgY[[]kkgf]gâlkZYfcY[[gmflk& O] emkl c]]h af eaf\ [ghqja_`l jmd]k o`]f j]hjg\m[af_ \g[me]flk& >gj ]pYehd]2 Bgk <Yr k]fl k]n]jYd eYfmYdk ^gj [ghqja_`l]\ [gehml]j hjg_jYek Zq ]%eYad lg k]n]jYd [gdd]Y_m]koalàfl`][gehYfq& O]emkl[d]Yjdqa\]fla^ql`]j][]an]j&Kge]lae]k$k]n]jYdh]ghd]mk]l`]kYe][gehml]j Yf\'gjl`]kYe]]eYadY[[gmfl&>gj]pYehd]2l`]]eYadY\\j]kkYl]f[agfYd[da]fl]8]ehj]% kY]b]ehdg&]keYqZ][`][c]\Zq\a^^]j]flh]ghd]afl`Yl\]hYjle]fl&L`]j]^gj]$o]emkl ojal]l`]fYe]g^l`]h]jkgfo]Yj]Y\\j]kkaf_lg& O]emklka_fl`]]%eYadlgk`gol`]fYe]g^l`]k]f\]j&>gj]pYehd]$Yf]%eYadk]flZq `_q8qm&[ge\g]kfÍlaf\a[Yl]l`]k]f\]j&@go]n]j$làk[YfZ]kgdn]\Zqlqhaf_l`]fYe] g^l`]k]f\]jYll`]]f\g^l`]e]kkY_]2@]d]fY?Yj[YQ]r& L`]]%eYadkqkl]eakfglYkhjanYl]Ykalk]]ek&O]emklZ][Yj]^mdoal`l`]làf_ko] ojal]$Ykgl`]jh]ghd]ea_`lj]Y\l`]e& Do you know that...? L`] Afl]jf]l domain ak Y fYe] l`Yl a\]flaâ]k Y h]jkgf gj [gehYfqafl`]f]logjc&<geYafk Yj] _jgmh]\ Zq _]g_jYhà[Yd gj l`]eYla[ f]logjck l`Yl [Yf Z] a\]flaâ]\ Zq Yf ]pl]fkagf3 làk Yddgok mk lg dg[Yl] l`] \geYaf gj lg âf\ gml alk eYaf hmjhgk]& =pYehd]kg^\geYafdYZ]dkaf[dm\] l`]^gddgoaf_2 .es: KhYaf& .com: _]f]ja[ \geYaf& Al [ge]k ^jge l`] ogj\ commercial$ kg egkl g^ l`]k] Y\\j]kk]k Yj] mk]\ ^gj Zmkaf]kk hmjhgk]k& @go]n]j$ l`]q [Yf Ydkg Z] mk]\ ^gj fgf%[gee]j[aYdhmjhgk]k& .eu: làkakl`]_]g_jYhà[\geYaf ^gjl`]=mjgh]YfMfagf& .org: gj_YfarYlagf& Làk ak egkldq mk]\ Zq fgf%_gn]jfe]flYd gj_Y% farYlagfk F?Gk!& .edu: ]\m[YlagfYdY_]f[q& 157 77 Written communication within the company Watch out! Afgj\]jlgmk]Yf]eYadY[[gmfl$ o] emkl ^gddgo []jlYaf kl]hk lg k]l al mh& Af _]f]jYd$ o] `Yn] lg âdd gml Yf ]d][ljgfa[ ^gje af oà[` o] `Yn] lg [`ggk] Y mk]j fYe]Yf\hYkkogj\&O]eYqYdkg hjgna\] Y\\alagfYd af^gjeYlagf km[` Yk h]jkgfYd \YlY$ Y\\j]kk gj h`glg& Gf]g^l`]egklhghmdYjo]ZeYad k]jna[]k ak ?eYad¡& Qgm [Yf k]] l`] kl]hk lg [gfâ_mj] al `]j]2 http://www.gmail.com. O] emkl k`go ]ehYl`q Yf\ làfc YZgml hgl]flaYd Yfko]jk2 \gfÍl ^gj_]l l`Yl$ Ydl`gm_` o] Yj] dggcaf_ Yl l`] k[j]]f$ kge]gf] oadd j][]an] o`Yl o]Íj] ojalaf_& A^ o] j][]an] Yf ]eYadl`Ylo]\gfÍldac]$alakZ]kllgoYalmfladl`]f]pl\YqlgYfko]jal$Zmlf]n]jojal] kge]làf_l`Ylo]ea_`lj]_j]lafY^mlmj]& O] k`gmd\ fgl k]f\ e]kkY_]k oal`gml Y kmZb][l& O] emkl \]k[jaZ] l`] [gfl]flk g^l`]]eYadZja]^dqYf\[d]Yjdq&>gj]pYehd]2aô]oYfllghdY[]Yfgj\]j$l`]kmZb][lg^l`] e]kkY_]k`gmd\Z]kge]làf_dac]2ÊKmZb][l2gj\]jaf_e]j[`Yf\ak]Ë& O] k`gmd\ f]n]j af[dm\] l`] ]flaj] gja_afYd e]kkY_] af gmj j]hdq2 d]Yn] gfdq o`Yl ak f][]kkYjqlg_an][gfl]pllgl`]Yfko]j& <]d]l]Ydd]%eYadY\\j]kk]kafl`]e]kkY_]a^qgmYj]^gjoYj\af_al& Mk]l`]::;â]d\ Zdaf\[YjZgf[ghq!lgojal]l`]Y\\j]kk]ko`]fqgmoYfllgk]f\Yf ]eYadlgk]n]jYdh]ghd]oal`gmlklYlaf_l`Ylgf][ghqoYkk]fllgY[]jlYafj][aha]fl&Làk oadd]fkmj]l`Yll`]Y\\j]kk]kg^gl`]jh]jkgfklgo`gel`]e]kkY_]ak^gjoYj\]\Yj]fgl hmZda[& 9nga\;9HAL9DD=LL=JK2afAfl]jf]lkdYf_$l`]qe]Yfl`YlqgmYj]k[j]Yeaf_& J]_Yj\d]kkg^l`]k]ZYka[jmd]kg^f]laim]ll]$l`]j]ea_`lZ]kge] exceptions.L`]k]jmd]k Yj]Yk]lg^ZYka[lahkl`YlemklZ]Y\Yhl]\lg]n]jqkalmYlagf3^gj]pYehd]$o]ea_`logjcaf Y[gehYfqo`]j]l`]jmd]aklg[YjZgf[ghq[]jlYaf]ehdgq]]kYf\lg]p[dm\]kge]gl`]jk& Case study 5. Developing an oral message ;gfka\]jl`]f]laim]ll]g^làk]eYad2 d) Ajj]d]nYflaf^gjeYlagfakaf[dm\]\afl`]e]kkY_] ^jge l`]^gjoYj\]\]eYad!& e) Alakojall]faf[YhalYdd]ll]jk& f) L`][gehYfql`Ylk]f\kl`]eYadakfgla\]flaâ]\& O][gmd\`Yn]ojall]fallàkoYq2 Solution: Af Y\\alagf lg l`] hggj ogj\af_ g^ l`] ]eYad$ al `Yk l`] ^gddgoaf_hjgZd]ek2 a) L`]k]f\]jakfgla\]flaâ]\& b) FgkmZb][lafl`]e]kkY_]& c) L`]Y\\j]kk]kg^Yddj][aha]flkYj]nakaZd]& Oal` làk ]%eYad$ f]laim]ll] hjgZd]ek Yj] kgdn]\& :]ka\]k$o`]fo]\gfÍloYflYfqj][aha]fllgcfgol`] j]klg^]%eYadY\\j]kk]kaf[dm\]\afl`]e]kkY_]$o][Yf ojal]gmjgof]%eYadY\\j]kkafl`]â]d\Lg& Activities 158 18. J]Y\l`]^gddgoaf_Yjla[d]Yf\]phdYafo`Ylf]laim]ll]*&( ak&O`Yllqh]gÂfl]jf]l[geemfa[YlagfalakYhhda]\lg7 19. EYc]Ydaklg^]eYadkmhhda]jkYf\Yfgl`]jdaklg^l`]hgkka% Zadala]kg^^]j]\Zql`]k]lqh]kg^Y[[gmflk& http://www.elpais.com/articulo/portada/Manual/urbanidad/ciberamigos/elpepusoceps/20100425elpepspor_10/Tes 20. A^ qgm oYfl Yf Afl]jf]l \geYaf oal` l`] ]pl]fkagf &]k$ o`Yl\go]`Yn]lg\g7>af\l`]Yfko]jgf%daf]& Written communication within the company 7 Summar y Steps to prepare a written text: Analyse the situation Æ Brainstorming Æ Select information Æ Sort contents Æ Write the text Æ Review. Written communication Principles of written communication: Suitability/accuracy/correction/coherence/cohesion/emphasis. Methods used to produce or reproduce documents Production: handwriting/typewriter/computer/telegraph. Reproduction: copier/printer/fax/scanner. Structure: beginning + content + end. Styles: modern/modified modern/professional/evolved. Abbreviations. Business letter Customization of letters and envelopes. Computer applications and formats for business correspondence. Models of documents written within the company Sales documents Request for an offer or information/ offer of professional services/proposed order / delivery note/invoice. Payment documents Receipt/cheque/promissory note/ bill of exchange. Commercial documents Internal documents Meeting/memorandum/minutes of the meeting/application/ internal note/certificate/greeting. Aimed at informing, persuading and/or reminding. The advertising message should transmit the corporate image. Promotional texts. The advertising message Types Business card/company presentation/ leaflet (simple, flyer, diptych and three-page leaflet)/advertising catalogue/press release. According to the content: personal or commercial/According to the scope: internal or external./ According to the intent: descriptive, assessing or persuasive. The report Steps to write a report Scheme Æ Sources Æ Data collection Æ Selection Æ Organization Æ Writing. Structure Header/Body/Appendix. Email: sending private messages to other e-mail addresses over the Internet. E-mail Netiquette Netiquette: courtesy rules for exchanging information over the Internet. 159 7 Written communication within the company Test review 1. Ojall]f[geemfa[Ylagf2 a) J]imaj]k d]kk hj]hYjYlagf g^ l`] e]kkY_] lg eYc] al [d]Yj& a) L`]eafml]k& b) Ako`]fl`]j][]an]jojal]kl`]e]kkY_]& b) L`]e]]laf_j]im]kl& c) E]Yfkl`Yll`]dgf_]jl`]l]plak$l`]]Yka]jlgmf\]j% klYf\& c) L`]Yhhda[Ylagf& d) Aehda]k l`Yl gmj ojalaf_k oadd ljYfkeal Yf aeY_] g^ gmjk]dn]kYf\gmjgofklqd]& 2. =eh`Ykaraf_Yl]ple]Yfk2 a) Mkaf_k`gjlk]fl]f[]k& b) @a_`da_`laf_l`]eYafa\]Yg^l `]e]kkY_]& c) :]af_[d]YjYf\kljm[lmj]\& d) ;gehdqaf_oal`kh]ddaf_Yf\kqflYpjmd]k& 3. 9\g[me]fleg\]d2 a) AkYdoYqkYfg^â[aYd^gje& d) L`]afl]jfYde]eg& 9. ;`ggk]l`][gjj][lklYl]e]fl[gf[]jfaf_l`][`YjY[l]jak% la[kg^YfYhhda[Ylagf2 a) L`] `]Y\af_ k`gmd\ af[dm\] l`] fYe] Yf\ log kmj% fYe]k$A<fmeZ]j$Y\\j]kk$`gZZa]kYf\\Yl]g^Zajl`& b) O] emkl ojal] =PHGF= af l`] Zg\q ]pàZal Yf\ KGDA;AL9afl`]j]im]kl$Zglàf[YhalYdd]ll]jk& c) L`]j]Íkfgf]]\lgaf[dm\]l`]\Yl]afl`]^Yj]o]dd& d) L`]^gglk`gmd\af[dm\]l`]fYe]Yf\logkmjfYe]kg^ l`]h]jkgfo`goaddj][]an]l`]Yhhda[Ylagf& 10. L`]_j]]laf_k`gmd\fgl[gflYaf2 b) <g]kfglaf[dm\]l`][ghq& a) L`]hgkalagf$fYe]Yf\kmjfYe]kg^l`]k]f\]j& c) =phdYafl`]ja_`l\akljaZmlagfg^\g[me]flk& b) L`]ogj\K9DM<9& d) 9ddg^l`]YZgn]& c) L`]fYe]g^l`]j][aha]fl& 4. 9hjg^]kkagfYd%klqd]Zmkaf]kkd]ll]j2 a) Mk]kaf\]flYlagf^gjl`]_j]]laf_Yf\l`]Z]_affaf_g^ ]Y[`hYjY_jYh`& d) L`]ka_fYlmj]g^l`]k]f\]j& 11. Oà[`\g[me]flogmd\qgmmk]lgj]im]klYk]jna[]lgl`] Y_]f[qgjh]jkgfo`g[Yf_jYflal7 b) <g]kfglmk]Yfqaf\]flYlagf& a) 9l]d]_jYe& c) <g]kfglaf[dm\]_j]]laf_Yf\^Yj]o]dd& b) 9eafml]& d) Fgf]g^l`]YZgn]& c) 9fYhhda[Ylagf& 5. L`] \g[me]fl j]^d][laf_ l`Yl _gg\k `Yn] Z]]f [Yjja]\ ^jgel`]oYj]`gmk]ak2 a) L`]gj\]j& d) 9^Yp& 12. Oà[`\g[me]flogmd\YeYfY_]jmk]lg[geemfa[Yl]Y lYc]gn]j7 b) L`]\]dan]jqfgl]& a) 9_j]]laf_& c) L`]afnga[]& b) 9d]ll]j& d) L`]g^^]j& c) 9f]%eYad& 6. L`]\g[me]flZqoà[`kge]gf]gj\]jkmf[gf\alagfYddq l`]hYqe]flg^YfYegmflak2 d) 9fafl]jfYde]eg& 13. Oà[`g^l`]^gddgoaf_akfglYfY\n]jlakaf_jgd]7 a) 9[j]\alfgl]& a) H]jkmY\]& b) 9[`]im]& b) Af^gje& c) 9Zaddg^]p[`Yf_]& c) J]eaf\& d) 9hjgeakkgjqfgl]& d) 9ddg^l`]YZgn]& 7. 9fafnga[]k`gmd\fglaf[dm\]2 160 8. L`] \g[me]fl mk]\ lg g^â[aYddq [Ydd []jlYaf h]jkgfk lg Yll]f\Ye]]laf_gjYkk]eZdqak2 14. Oà[` g^ l`] ^gddgoaf_ \g[me]flk \g]k fgl [gflYaf Yf Y\n]jlakaf_l]pl7 a) L`]afnga[]fmeZ]j& a) 9_j]]laf_& b) L`]fYe]g^l`]Y[[]hlgj& b) 9d]Y^d]l& c) L`]N9LZYk]& c) 9[YlYdg_m]& d) 9\]k[jahlagfg^l`]ljYfkY[lagf& d) 9hj]kkj]d]Yk]& Written communication within the company 7 Ch ec k your lear ning Describe the elements and basic resources of writing 1. O`YlYj]l`]Y\nYflY_]kgôjall]f[geemfa[Ylagfn]jkmk gjYd[geemfa[Ylagf7 2. Dakll`]kl]hklg\]n]dghYojall]fl]pl& 3. O`Yl [Yf o] \g ^gj Y l]pl lg Z] Y[[mjYl]7 9f\ lg Z] [gjj][l7 Select media and channels to develop and transmit documents 4. Af\a[Yl] o`]l`]j l`] ^gddgoaf_ e]Yfk Yj] mk]\ ^gj l`] hjg\m[lagfgjj]hjg\m[lagfg^\g[me]flk2 a) H`glg[gha]j& 9. O`Ylakl`]Y_]f\Y7 10. O`Yl caf\ g^ ojall]f \g[me]fl emkl Z] mk]\ af l`]k] kalmYlagfk7 a) =nY?gfrd]rJgbg`Ykj]Y\afl`]f]okhYh]jY[Ydd^gj hmZda[]ehdgqe]fllg[gn]jYhgkalagfg^Y\eafakljYlan] YkkaklYflafYk][gf\Yjqk[`ggdaf9;gjmY& b) L`][gehYfqHJAFL$K&9&emklaf^gjeYddk`Yj]`gd\]jk YZgmll`]f]pl_]f]jYde]]laf_& c) L`][gehYfqN9D=F;A9K@G=Kemkl[]jla^ql`YlBYae] :dYf[gJmar`Ykogjc]\afl`][gehYfqkaf[]BYfmYjq )($*(()& 11. EYl[`]Y[`\g[me]floalàlkmk]2 a) 9hhda[Ylagf& b) Lqh]ojal]j& c) @Yf\ojalaf_& d) L]d]_jYh`& e) ;gehml]j& f) Hjafl]j& g) K[Yf& h) >Yp& Apply 3R techniques (Reduce, Reuse, Recycl to documentation) 5. O`Ylakl`]j]dYlagfkàhZ]lo]]f+Jl][`faim]kYf\l`] \g[me]flkg^l`][gehYfq7 Differentiate the structures and styles of writing professional documents 1. J][gj\gô`Yl`Yhh]f]\Yf\oYk\ak% [mkk]\Yf\Y_j]]\\mjaf_Ye]]laf_& b) Eafml]k& 2.9hhgafle]fl ^gj Y e]]laf_ gj Yk% c) Afl]jfYdfgl]& k]eZdq& d) ;Ydd& 3.=phj]kk_jYlalm\]$afnal]lg]n]flkgj e) E]egjYf\me& j]hgjllYc]gn]jk$[`Yf_]kg^j]_akl]% j]\g^â[]$Yf\kggf& f) ;]jlaâ[Yl]& 4.;geemfa[Ylagf Z]lo]]f \]hYjl% e]flkg^Y[gehYfq& g) ?j]]laf_& 5.9kc^gjYfqk]jna[]lgl`]Y_]f[qgj h]jkgfo`g[Yf_jYflal& 6.:ja]^ [geemfa[Ylagf Z]lo]]f \]% hYjle]flkgjh]ghd]oalàfY[gehYfq lgj]eaf\kge]gf]g^kge]làf_& 7. N]ja^q Y hYjla[mdYj ]n]fl gj kalmYlagf k]jna[]k$klm\a]k$hYqe]flk$]l[&!& Apply techniques of corporate image transmission in written communications, assessing their importance 6. EYl[`]Y[`\g[me]floalàlk[gjj]khgf\af_lqh]2 a) Afnga[]& b) E]egjYf\me& )& :mkaf]kk[gjj]khgf\]f[]& c) ;`]im]& *& 9\n]jlakaf_l]plk& d) ?j]]laf_& +& Afl]jfYd\g[me]flYlagf& e) Hj]kkj]d]Yk]& ,& Hjglg[gdl]plk& 12. <]ka_f Y d]ll]j`]Y\ ^gj l`] Ymlgeglan] hYjlk [gehYfq J][YeZaYmlg$K&D&$Y\\j]kk]\afHgd_gfg\]dJg=Zjg$k'f Dg_jgg!Yf\l]d]h`gf]fmeZ]j---%,--,--& 13. Ojal]YZmkaf]kkd]ll]jmkaf_l`]hjaf[ahd]kk]lgmlafl`] [gjj]khgf\af_k][lagfg^làkmfal$^gd\alYf\afk]jlalaflg Yoaf\go]fn]dgh]& f) D]Y^d]l& 14. =phdYafl`]\a^^]j]f[]Z]lo]]fY\]k[jahlan]Yf\YfYkk]k% kaf_j]hgjl& g) Eafml]& 15. Oà[`Yj]l`]hYjlkl`YlYj]hgjlk`gmd\af[dm\]7 7. K]Yj[` l`] Afl]jf]l lg âf\ l`] \a^^]j]f[] Z]lo]]f Y [`]im]$ Y hjgeakkgjq fgl] Yf\ Y Zadd g^ ]p[`Yf_] Yf\ ]phdYafl`]e& 8. K]Yj[` l`] o]Z ^gj af^gjeYlagf lg \]âf] Y h]jkgfYd [`]im]$Y[Ykà]jÍk[`]im]Yf\YZdYfc[`]im]Yf\eYc]Y lYZd]oal`l`]\a^^]j]f[]k& Write the appropriate document in terms of structure, terminology and form, according to its purpose and to the initial situation 16. Ojal]l`]\g[me]flkg^l`]Zmq]jYf\l`]k]dd]jj]_Yj\af_ l`]gj\]jg^l`]^gddgoaf_]pYehd]2 161 7 Written communication within the company Ch ec k your lear ning 20. What data are missing in the following certificate? Muy señores míos Les acuso recibo del catálogo de su empresa, que nos ha parecido muy interesante. Por lo tanto, les rogamos nos envíen con la mayor celeridad los siguientes productos: Doña Inés González Valladares, Jefa del departamento de personal CERTIFICA: - 20 botellas de litro de aceite de oliva virgen extra, ref. 222-51, 6,00 ¤/ botella Que el trabajador JUAN JOSÉ RUIZ PRIETO, durante el año 2009, ha percibido un salario bruto de 18 350,00¤. - 30 latas de 5 litros de aceite de oliva primera presión en frío, ref. 210-22, 45 ¤ p/unidad. Los descuentos y retenciones practicadas al citado trabajador, en el mismo periodo, han sido los siguientes: Como sistema de pago usaremos un pagaré a 30 días, por lo que rogamos nos envíen su número de cuenta. Un saludo cordial (Firma) 17. Fill out a bill of exchange issued by the company Jamones Montymar, S. L. and that the company Supermercados García, S. A. must pay on 17/11/2011 amounting to ¤ 5 000. These are other details needed to fill the bill: J]l]f[afAJH>2+)()$*-Ó& <]k[m]flg\]dYK]_mja\Y\Kg[aYd2)/-*$)+Ó& INÉS GONZÁLEZ VALLADARES 21. Compose an email asking for information about training courses for employees of your company. You will need these data: a) Company name: Gráficas Norte, S. A. located at C/ Pelayo, 2, Gijón. Expiration: 30 days from the date. b) You send the e-mail as the head of human resources. Payment by direct debit in Cajasol. c) The receiver is the training company Formasa S. L., located at C/ Betis, 100 (Sevilla). The address of Montymar is C/ de la Paz, 8, Teruel; and the address of Supermercados García is Avenida de la Constitución 285, Zamora. d) A representative of the company came to your offices to explain its services, included in a leaflet. The course we are interested in is called Freeware Office Applications. 18. Indicate the minimum contents of the minutes of a meeting. e) According to the leaflet, the cost of the course is ¤ 250 per person. Fifty employees are interested. The representative talked about the possibility of having a discount for groups of more than thirty people. 19. Consider the following document: El Rector de la Universidad de Granada Saluda Dña. ISABEL JIMÉNEZ CORDERO y tiene el honor de comunicarle que el próximo viernes 17 de diciembre de 2012 a la 12:30 horas, en el Rectorado de esta universidad, tendrá lugar la toma de posesión de Dña. Lucía Sánchez Romero como Directora del Instituto de Idiomas. JOAQUÍN LLANEZ MENDOZA Aprovecha gustoso esta ocasión para ofrecerle el testimonio de su más distinguida consideración. Granada, a 10 de diciembre del 2010 Use computer applications of word processing and desktop publishing, as well as correction tools 22. Compose a business letter in Word© with the following text using the spell checker to correct possible misspellings and grammatical mistakes: Estimado señores. Al hechar un vistazo a su catálogo hemos obserbado que sus ofertas se adaptan a nuestras nesecidades por lo que en la última reunión que tubimos los miembro del Consejo de Administración decidimos hacer el pedido siguiente: - Dos cientas cajas de reloges de kuko a 20¤ la unidad. Atentamente. a) What type of document is it? b) Analyse and correct any mistakes you may find. 162 Francisco Luego, director comercial de Luengo, S. A. Unit 8 The customer service department In this unit you’ll learn how to: 9kk]kkl`]aehgjlYf[]g^[mklge]j k]jna[]lgl`][gehYfqYf\a\]fla^qalk ^mf[lagfk$klY_]kYf\[`YjY[l]jakla[k& 9fYdqk]l`]hjaf[ahd]kg^[mklge]jk]jna[]& A\]fla^ql`]lqh]kg^h`gf]\]eYf\kgj [dYaekYf\eYfY_]l`]e& 9kk]kkl`]aehgjlYf[]g^hjgY[lan] Z]`Ynagmjlg^gj]k]]hgkkaZd]hjgZd]ek afl`]hjg[]kk& @Yf\d]l`]\g[me]flkj]dYl]\lgeYfY_]e]flgîm]ja]k$[gehdYaflkYf\[dYaek& Cfgo[gfkme]jhjgl][lagfYf\Yhhdql`] YhhjghjaYl]j]_mdYlagfk& And you’ll study: L`][gf[]hlg^[mklge]jk]jna[]& L`][mklge]jk]jna[] \]hYjle]fl2fYlmj]Yf\^mf[lagfk& ;`Yff]dkg^[mklge]jk]jna[]Yf\ l`]klY^^g^làk\]hYjle]fl& L`]hjg[]kkg^[mklge]jk]jna[]& ;gehdYaflkYf\[dYaek& L`]nYjagmkojalaf_kg^[dYaek$ [gehdYaflkYf\km__]klagfk& L`]j]_mdYlagfYf\hjgl][lagf g^[gfkme]jkYf\mk]jk& 8 The customer service department 1. The customer service department. Customer service Watch out! ;mklge]jk]jna[]2 Ak fgl Y hYkkaf_ ^Y\& FgoY\Yqk alakYf]]\^gjl`][gehYfq& ;mklge]jdgqYdlqakgf]g^l`]gZb][lan]kg^Yfq[gehYfq$Yf\^gjlàkhmjhgk]$l`][gehYfq emkleYc]l`][mklge]j^]]dYkkakl]\Yf\kYlakâ]\oal`l`]hmj[`Yk]g^Yhjg\m[lgjoal`l`] h]j^gjeYf[]g^l`]k]jna[]& Akfgll]ehgjYjq&AlakYkljYl]% _a[ \][akagf l`Yl j]imaj]k \Yadq hjY[la[]& L`]j]^gj]$ l`] km[[]kk gj ^Yadmj] g^ l`] [gehYfq \]h]f\k gf l`] hjgh]j eYfY_]e]fl g^ [mklge]jj]dYlagf$Yf\hYjla[mdYjdqgfsatisfaction&;gehYfa]kl`YlYj]egj]YoYj]gâlljq lgeYl[`log^mf\Ye]flYdhYjlk2]ehdgq]]kYf\[mklge]jk$Yklàkoadd_an]l`]eY[geh]% lalan]Y\nYflY_]gn]jl`]gl`]jk& AkfglbmklYfgl`]jkYd]k%j]dYl]\ ^mf[lagf2 al j]imaj]k l`] afngd% n]e]flg^]n]jqgf]ogjcaf_af l`]gj_YfarYlagf& AfYfq[Yk]$egkleYfY_]jkYj]^mddqYoYj]g^Yj]Ydalqj]_Yj\af_[mklge]jk2alakegj]\a^â[mdl Yf\]ph]fkan]lg_]lf]o[mklge]jkl`Yflgc]]hl`gk]qgmYdj]Y\q`Yn]afqgmjhgjl^gdag& AkfglYf]ph]fk]$jYl`]jalakY h]jeYf]fl kgmj[] g^ hjgâlYZa% dalq& Ak fgl Y _gYd$ al ak hYjl g^ l`] eakkagfg^l`][gehYfq& AkY^mf\Ye]flYdZmkaf]kkkljY% l]_q^gjklYqaf_afl`]eYjc]l& Egj]gn]j$ o`]f Y [gehYfq \][a\]k lg aehd]e]fl Y eYfY_]e]fl kqkl]e ^gj [mklge]j k]jna[]akZ][Ymk]alakljqaf_lggZlYafYZ]f]âl^jgeal&9f\l`YlZ]f]âlfglgfdq\]h]f\k gfljqaf_lgc]]hl`][mklge]jkYf\hj]n]fll`]e^jge_gaf_oal`[geh]lalgjk$ZmlYdkggf ljqaf_lgeYc]l`]eljmklmkaf^mlmj]k]jna[]k& L`]j]^gj]$alakYZa_eaklYc]lgd]Yn]l`][mklge]jk]jna[]\]n]dghe]fllghggjdq%ljYaf]\$ mfeglanYl]\klY^^&L`gk]ogjcaf_gf[mklge]jk]jna[]emkl`Yn]]imYdkYdYja]kj]_Yj\af_l`] j]klg^l`][gehYfq&A^[gehYfa]k\gfÍl^gddgol`]k]daf]k$l`]qoadd]n]flmYddq`Yn]f]_Ylan] [gfk]im]f[]kgf][gfgea[Yf\hjg\m[lagfj]kmdlk& 1.1. Principles of customer service 9fq[mklge]jk]jna[]j]dYlagfkàhak_jgmf\]\afYfmeZ]jg^hjaf[ahd]k2 Yj]l`]egklaehgjlYflaf\ana\mYdk^gjl`]gj_YfarYlagf& \gfÍl\]h]f\gfgmj[gehYfq&Alakgmj[gehYfq l`Yl\]h]f\kgfl`]e& f]n]jklghgmjogjc&O]ogjcafY[gehYfq$o`]l`]j hmZda[Yf\hjanYl]$Z][Ymk][mklge]jk]pakl& Customers Yj]fgll`]j]lgYj_m]oal`l`]e$Yf\]n]fd]kk lgeYc]l`]edggckaddq& [ge] lg gmj [gehYfq Z][Ymk] l`]q k]]c Y _gg\ gj k]jna[] lg [gn]j kge] f]]\& 9f\ l`] [gehYfq emkl hjgna\] al af Y oYq kg l`Yl làk hjg[]kk ak Yk Z]f]â[aYd YkhgkkaZd]^gjZgl`hYjla]k& Yj]fglYfmeZ]j&L`]q`Yn]]eglagfkYf\^]]daf_kl`Yl o]emklj]kh][l& Scheme 8.1. Hjaf[ahd]kg^[mklge]jk]jna[]& MdlaeYl]dq$ l`] [mklge]j ak l`] ZY[cZgf] ^gj l`] [gehYfq$ kaf[] oal`gml al l`] [gehYfq \g]kfgl]pakl& Activities 1. 9 [mklge]j Zjaf_k àk [Yj lg Y ogjck`gh& Hj]nagmkdq$ e][`Yfa[kg^l`]ogjck`gh_Yn]àeYf]klaeYl]$Ykkmj]\ àel`Yl`]ogmd\fÍl`Yn]lgoYalYf\lgd\àel`Ylàk[Yj ogmd\Z]j]Y\qYjgmf\kapgÍ[dg[c&9ll`Yllae]$`]j][]an]k Yh`gf][Ydd^jgel`]ogjck`ghaf^gjeaf_àel`Yl`][Yf 164 ha[cmhl`][Yj&L`]j]hYajoYkkm[[]kk^mdYf\l`]]klaeYl] oYkj]kh][l]\&@go]n]j$afYkmjn]qgf[mklge]jkYlak% ^Y[lagfafj]dYlagflgl`]k]jna[]$gfY(%lg%)(k[Yd]$l`] [mklge]jk]d][l]\)&O`Yl\gqgmlàfcl`]j]Ykgf[gmd\ Z]^gjkm[`YdgoYkk]kke]fl7 The customer service department 8 1.2. The customer service department 9dl`gm_àfalaYddqgf]ea_`llàfcl`Yll`][mklge]jk]jna[]\]hYjle]flÍkeYafgZb][lan]ak `Yf\daf_[gehdYaflk$alklYkckYj]em[`dYj_]j >a_&0&)!& Gf l`] gf] `Yf\$ l`] ]pakl]f[] g^ làk \]hYjle]fl ljYfkealk Y k]fk] g^ confidence lg [mklge]jk$Ykl`]qh]j[]an]l`YlYfqhjgZd]el`Yll`]qea_`l`Yn]oal`l`][gehYfqak_gaf_ lgZ]]Ykadqkgdn]\$gjYld]Yklhjgh]jdqeYfY_]\& Gf l`] gl`]j `Yf\$ làk \]hYjle]fl ak j]khgfkaZd] ^gj gathering information gf \a^^]j]fl Ykh][lkg^l`][mklge]jkYkl`]k]$l`jgm_`[dYaekgjkm__]klagfkhjg[]kk$g^^]jj]d]nYflaf% ^gjeYlagfgfl`]o]Ycf]kk]kl`Yll`][gehYfqeYq`Yn]$oà[`[gmd\Z]kgdn]\l`jgm_`Yf ghlaeYdeYfY_]e]fl& Do you know that...? 9[[gj\af_ lg *()( \YlY$ l`] k][% lgjkl`Yld]Y\lgegj]complaints ^jge[gfkme]jkYj]2 L]d]h`gf][gehYfa]k ,1!& J]Yd]klYl] *+!& >afYf[aYdk][lgj ),!& 9hhdaYf[]k ),!& L`]j]^gj]$ Y[[gj\af_ lg j][]fl klm\a]k af j]dYlagfkàh eYjc]laf_$ al ak Y `m_] eaklYc] o`]f [gehYfa]k [j]Yl] Y [mklge]j k]jna[] \]hYjle]fl ^gj l`] kgd] hmjhgk] g^ [gehdqaf_ oal` l`] dYo gj$ af\]]\$ o`]f l`]q [j]Yl] al Z][Ymk] l`]q làfc al ak Y ^Y\& Af l`]k] [Yk]k$ gf] g^l`]ogjkllàf_kl`]q[Yf\gakYkka_faf_hggjdqeglanYl]\klY^^lglàk\]hYjle]fl$l`Yl aklgkYq$klY^^l`Yl`YkZ]]f\akhdY[]\oalàfl`]gj_YfarYlagfgjl`Yl`YkZ][ge]ajj]d]nYfl Y^l]jYbgZj]kljm[lmjaf_& Afkl]Y\$[mklge]j\]hYjle]flkk`gmd\Z]hYjlg^l`]gj_YfarYlagfYdkljm[lmj]g^l`][ge% hYfq3l`Yle]Yfkl`YlYfgl`]jk]jagmkeaklYc]aklggmlkgmj[]làkk]jna[]$kaf[]alemklZ] l`][gehYfqÍkgofklY^^$Yf\Zq]pl]fkagf$l`]]flaj]klY^^h]jkgff]d$o`gk`gmd\Z]afngdn]\ afhjgna\af_YfY\]imYl][mklge]jk]jna[]& 9[mklge]jk]jna[]\]hYjle]fll`Ylg^^]jkYk]jna[]oal`Yà_`d]n]dgîmYdalqafalklYkc`Yk [gfka\]jYZd]advantages^gjl`]gj_YfarYlagf$km[`Ykl`]^gddgoaf_2 Alaf[j]Yk]k[mklge]jdgqYdlq& Al]f[gmjY_]khYjla[ahYlagfafalkeYjc]lk`Yj]& Alhjgna\]kaehjgn]e]flkafhjgâlYZadalq^gjl`][gehYfq& AlYddgokl`]Y[imakalagfg^f]o[mklge]jk ^gj]pYehd]$l`jgm_ògj\gêgml`Yjakaf_ ^jge[mklge]jkYlak^Y[lagf!& AlkYn]k[gklklgl`]gj_YfarYlagf& Alhjgna\]kYZ]ll]j[gehYfqaeY_]$Yko]ddYkg^l`]ZjYf\Íkhjg\m[lkYf\k]jna[]k& >mjl`]jegj]$ Yfq [mklge]j k]jna[] \]hYjle]fl emkl hjgna\] l`] ^gddgoaf_ options af l`] eYfY_]e]flgâlkk]jna[]2 :]Yk]jna[]l`Ylg^^]jkj]daYZadalqlgl`][mklge]j& @Yn]Yima[cj]khgfk][YhY[alq& The customer service department should: @Yn]Yhjg^]kkagfYdYf\à_`dqeglanYl]\klY^^^gjl`]lYkcalh]j^gjek& @Yn]Ykljm[lmj]l`Ylak]YkadqY[[]kkaZd]lgmk]jk& 9kkakll`]mk]jhgdal]dq& =ehYlàr]oal`[mklge]jkYf\$YZgn]Ydd$mf\]jklYf\l`]e& @Yn]YfY\]imYl]af^jYkljm[lmj]Yf\hjgna\]h`qka[Yd[ge^gjl ^gj]pYehd]$ oYalaf_jggek!& Table 8.1. GhlagfklgZ]hjgna\]\ZqY[mklge]jk]jna[]\]hYjle]fl& Fig. 8.1. L`]klY^âf\aj][l[gflY[llg [mklge]jkakmkmYddqhj]hYj]\lg^Y[]Ydd caf\kg^kalmYlagfkYf\j]Y[lagfk^jge l`]ajafl]jdg[mlgjk& Activities 2. K]Yj[`l`]o]Zkal]g^YfqâfYf[aYdafklalmlagf&L`]f$Zjgok] Yf\âf\gmll`]hjg[]\mj]hjgna\]\lgkmZealYhgkkaZd] [gehdYafl&<gqgmlàfcl`]k]jna[]ak]YkadqY[[]kkaZd]7 O`q7 165 8 The customer service department A. Customer service channels Do you know that...? Af l`] faf]la]k$ ZYfck `Y\ log oYqk lg eYfY_] l`] j]dYlagfk% àhoal`l`]aj[mklge]jk&;mjj]fl :Yf[g KYflYf\]j Yf\ :Yf[g HghmdYj o]j]$ j]kh][lan]dq$ ]pYe% hd]kg^l`]k]hgda[a]k& Af hYjla[mdYj$ :Yf[g KYflYf\]j kh]fl YZgml làjlq%ân] eaddagf ]mjgkaf[mklge]jY[imakalagf[Ye% hYa_fk& @go]n]j$ :Yf[g HghmdYj gfdq `Y\ lg kh]f\ Ó)*(((( lg aehd]e]fl l`] hjgh]j eYfY_]% e]flg^l`]aj[mklge]jk& L`][gklg^Y[imajaf_Yf]o[mklg% e]jakYZgmlân]lae]kl`][gklg^ eYaflYafaf_Yf]paklaf_Yf\hjgâ% lYZd][mklge]j& Afj][]fl\][Y\]kl`]j]`YkZ]]fYka_faâ[Yflhjg_j]kkaflàkâ]d\$YkYj]kmdlg^[`Yf_]kaf l`]hYlòYqkl`jgm_òà[`[mklge]jk]jna[]akh]j^gje]\& AfalaYddq$ l`] [mklge]j k]jna[] oYk gfdq eY\] af h]jkgf$ oà[` [gjj]khgf\k lg l`] lqha[Yd kalmYlagfko`]j]qgmkYoYf]ehdgq]]g^Y[gehYfqZ]àf\Yoaf\goYf\Y_jgmhg^h]ghd] oYalaf_lgZ]k]jn]\& Lg\Yq$ `go]n]j$ l`]j] Yj] \a^^]j]fl [mklge]j [`Yff]dk l`jgm_` oà[` l`] [mklge]j eYq Z]Ykkakl]\j]_Yj\af_alkhgl]flaYd[dYaek$[gehdYaflk$km__]klagfk$]l[&C]]hafeaf\l`Yll`] egj]oYqklgY[[]kkl`][gehYfqo]hjgna\]lggmj[mklge]jk$l`]egj]kYlakâ]\l`]qoaddZ]& Af_]f]jYd$j]_Yj\af_[mklge]jk]jna[]$o][Yfj]^]jlg four basic types of channels2 Personal2alaehda]kYà_`[gkl egklg^Ydd$kYdYja]k^gj]ehdgq]]k!ZmlaleYc]kal]Yka]jlg ]klYZdak`dYklaf_j]dYlagfkàhkoal`[mklge]jk& Phone2al`YkYdgo]j[gklYf\YddgokklY^^lg\]Ydoal`[mklge]jj]dYlagfkàhk`geg_]% f]gmkdq&9lhj]k]fl$alak[gf\m[l]\l`jgm_`[Ydd[]flj]k$Yko]oaddk]]dYl]jgf& Printed2alaknajlmYddqgZkgd]l]Yf\ogjckY_Yafkll`]j]kh][l^gjl`]]fnajgfe]fl$Yf\làk akl`]j]Ykgfo`qalakZ]af_j]hdY[]\Zq]d][ljgfa[e]\aY&Alakmk]^mdo`]fl`][mklge]j oYflklgâd]Y[dYaegj[gehdYaflY_YafklYkh][aâ[h]jkgfgj\]hYjle]fl& Electronic2alakegj]Yf\egj]^j]im]fl&Alk[gklakn]jqdgo$Zmlal`Ykl`]eYbgj\jYoZY[c g^ l`] dY[c g^ \aj][l j]dYlagf Z]lo]]f af\ana\mYdk$ Yf\ làk [Yf eYc] al d]kk mk]^md l`Yf l]d]h`gf]gjh]jkgfYd[Yj]& B. Staff of the customer service department L`]klY^âf[`Yj_]g^[mklge]jk]jna[]akYfessential factorafl`]eYfY_]e]flg^[mklge]j kYlak^Y[lagf& L`]j]^gj]$o]emklY\ghlYk]ja]kg^measuresafj]dYlagf$âjkl$lgl`gk]ogjc]jkl`Yloadd `Yn]l`]âjkl[gflY[loal`mk]jk&L`]k]e]Ykmj]k$afkmeeYjq$j]^]jlg2 Hjgna\] l`]k] ]ehdgq]]k oal` kge] d]]oYq kg l`Yl l`]q [Yf afl]jY[l ]^â[a]fldq oal` [mklge]jk& LjYafl`]k]]ehdgq]]klgcfgol`]hjg\m[lkYf\'gjk]jna[]kg^^]j]\Zql`][gehYfqYf\ lgmk]l`]egklYhhjghjaYl]l][`faim]klgYkkakl[da]flk& LjYafogjc]jkafl`]mk]g^l][`fgdg_a]kYf\af^gjeYlagfeYfY_]e]flkqkl]ek& K]lld]Ykqkl]egâf[]flan]kYf\j]emf]jYlagfY[[gj\af_lgl`]ajogjcYf\l`]lYkckl`]q `Yn]\gf]& :mlY[lagfkYj]fglgfdqYae]\Yl]ehdgq]]k3l`]company managementemkl`Yn]Y[d]Yj commitmentafj]dYlagflg[mklge]jk]jna[]&Alk`gmd\2 EglanYl]]ehdgq]]kogjcaf_afl`][mklge]jk]jna[]\]hYjle]fl& K]d][l l`] YhhjghjaYl] klY^^& >gj làk hmjhgk]$ Y k]d][lagf hjg[]kk lg [`ggk] l`] egkl imYdaâ]\klY^âf[mklge]jk]jna[]emklZ]h]j^gje]\&Aflàkj]_Yj\$l`]YhhjghjaYl]]e% hdgq]]^gjlàk\]hYjle]flk`gmd\2 Fig. 8.2. L`]afngdn]e]flg^[gehYfq ]p][mlan]kak[jala[Yd^gjl`]klY^^ j]khgfkaZd]^gj[mklge]jk]jna[]lg Y[à]n]alkgZb][lan]k& 166 – Cfgo`golg]ehYlàr]oal`mk]jk& – @Yn]_gg\afl]jh]jkgfYdkcaddk& The customer service department 8 – :]fa[]Yf\k`gokqehYl`q& – LYc]kh][aYd[Yj]g^l`]ajdggc Yhd]Ykaf_Yhh]YjYf[]$hjgh]jnga[]lgf]$]l[&!& ;gf\m[l Y hjgh]j ljYafaf_ hjg_jYe& Gf[] k]d][l]\$ l`] klY^^ `Yk lg [Yjjq gml Y ljYafaf_ hjg[]kkafl`]kh][aâ[Yj]Ykg^làkbgZ&LàkljYafaf_akj]dYl]\lgafl]jh]jkgfYdkcaddk$l`] lggdklgZ]mk]\Yf\l`]^]Ylmj]kg^l`]hjg\m[lgjk]jna[]g^^]j]\Zql`][gehYfq&Aflmjf$ alakYdkg\]kajYZd]l`Yll`]k]]ehdgq]]kYj]YoYj]g^l`]\a^^]j]flafl]jfYd\]hYjle]flkg^ l`][gehYfq$Yf\g^l`]h]ghd]o`gogjcafl`]e& C. Functions of the customer service department Oalàfl`]gj_YfarYlagfg^l`][gehYfq$l`][mklge]jk]jna[]\]hYjle]flakj]khgfkaZd]^gj j][]anaf_Yf\j]khgf\af_lgafimaja]k$hjgna\af__]f]jYdaf^gjeYlagfYZgmll`]gj_YfarYlagf Yf\$mdlaeYl]dq$[gdd][laf_[gehdYaflkYf\km__]klagfk& L`]^mf[lagfkg^làk\]hYjle]fl[YfZ]_jgmh]\Ykk`gofaflàklYZd]2 Internally Externally EYcaf_j][gee]f\Ylagfklggl`]j[gehYfq\]hYjle]flkafgj\]jlg aehjgn]l`]k]jna[]& Hjgna\af_mk]jkoal`Yddl`]af^gjeYlagfl`]qf]]\YZgmll`]hjg\m[lk Yf\'gjk]jna[]kg^^]j]\Zql`][gehYfq& KmZeallaf_hjghgkYdklgeYfY_]e]flaehjgn]e]fl& ;gdd][laf_Yf\YfYdqkaf_l`]km__]klagfkeY\]Zq[mklge]jk& J]hgjlaf_gfl`]^mf[lagfkh]j^gje]\& 9\\j]kkaf_Yf\kgdnaf_[gehdYaflkYf\[dYaekkmZeall]\Zq[mklge]jk& C]]haf_Yj][gj\g^[gehdYaflkYf\[dYaek`Yf\d]\& Af^gjeaf_mk]jkYZgmll`]hjg[]\mj]k[Yjja]\gmlafj]khgfk]lgY [gehdYaflgj[dYae& Table 8.2. >mf[lagfkg^l`][mklge]jk]jna[]\]hYjle]flY[[gj\af_lgalkâ]d\& J]_Yj\af_l`]structureg^l`]\]hYjle]fl$aloadd\]h]f\gfl`]YegmflYf\lqh]gôgjc l`]j] ak& L`mk$ al eYq Z] gj_Yfar]\ Zq _]g_jYhà[ Yj]Y$ Zq hjg\m[l^]Ylmj]kgjZqZmkaf]kk mfalk$kgl`Yll`]j]akYk]lg^lYkckYf\Yj]YkYkka_f]\lg]Y[è]eZ]jg^l`]\]hYjle]fl& Làk\]hYjle]flYdkljm[lmj]YddgokYZ]ll]j[gfljgdg^l`]ogjcg^l`]l]Yej]khgfkaZd]^gj [mklge]jk]jna[]Yf\Ydkgl`]aehd]e]flYlagfgâf%\]hl`YfYdqkakg^l`]ogjc^dgo$kgl`Yl Ykka_fe]flkYj]eY\]ghlaeYddq& Case study 1. Claim in the telecommunications sector O] `Yn] hj]nagmkdq af\a[Yl]\ l`Yl gf] g^ l`] k][lgjk l`Yl j][]an]egj][gehdYaflkakl]d][geemfa[Ylagfk& K]Yj[` ^gj l`] o]Zkal] g^ l`] Eafakljq g^ Af\mkljq$ Lgmjake Yf\LjY\]l`Ylakj]khgfkaZd]^gjYkkaklaf_l`]l]d][geemfa[Y% lagfkmk]jYf\$gf[]dg[Yl]\$âf\gmll`]hjg[]\mj]^gjâdaf_Y [gehdYaflZ]^gj]l`][gjj]khgf\af_\]hYjle]fl& Solution: O]Z2 http://www.usuariosteleco.es Làkakl`]hjg[]\mj]^gjkmZeallaf_Y[dYae2 a) O]emkle]]ll`]âjklj]imaj]e]fl2l`]h]jkgfâdaf_ Y[gehdYaflZ]^gj]l`]L]d][geemfa[Ylagfk;mklge]j K]jna[]G^â[]emkl`Yn]hj]nagmkdq[dYae]\lgàkgj `]jgh]jYlgj& b) L`]l]je^gjlàklqh]g^[dYaeakl`j]]egfl`k^jgel`] gh]jYlgjÍkj]khgfk]gjl`]\]Y\daf]g^Yegfl`l`Ylal `Yklgj]khgf\& c) A^l`][dYae]jakYfYlmjYdh]jkgfo`g`YkkmZeall]\lg l`]9jZaljYlagf:gYj\oalàfl`gk]l`j]]egfl`kZmll`] gh]jYlgjj]^mk]klgkmZeallgl`]e$làkj]^mkYdj]gh]fk l`]l`j]]%egfl`h]jag\lg[gehdYafZ]^gj]l`]G^â[]& d) L`]G^â[]oaddhjg[]kkYf\kgdn]làk[dYae& e) Gf[] l`] YhhjghjaYl] hYh]jogjc `Yk Z]]f \gf]$ l`] L]d][geemfa[Ylagfk ;mklge]j K]jna[] G^â[] akkm]k Y \][akagf gf l`] eYll]j& A^ l`]j] ak fg j]khgfk]$ Zq e]Yfkg^l`]kad]f[]hjg[]\mj]$alak[gfka\]j]\l`Yll`] mk]j`YkY[[]hl]\l`][dYae3a^l`]j]akYf]_Ylan]\][a% kagf$ l`] [gfl]flagmk%Y\eafakljYlan] bm\a[aYd hjg[]]\% af_klYjlk& 167 8 The customer service department 2. 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K]Yj[`l`]Afl]jf]lYf\âf\ân]Y^l]j%kYd]k[gflY[lkaf\a^^]j]fl[gehYfa]k&>gj ]pYehd]$a\]flaâ[Ylagfg^l`][gehYfq$h`gf]fmeZ]jkYf\hgkkaZd][gflY[loYqk ^gjl`][mklge]j& @afl2qgmeYq^g[mkgf[gehYfa]kYae]\Yll][`fa[Ydkmhhgjlk]jna[]k& 4. OgjcafhYajkYf\h]j^gjekaemdYlagfkg^\a^^]j]fllqh]kg^Y^l]j%kYd]kk]jna[]kafl`] ^gddgoaf_kalmYlagfk2 a) 9[mklge]joYflklgj]lmjfYhYajg^]Yjjaf_kl`Ylk`]j][]an]\YkYZajl`\Yq_a^l Z][Ymk]k`]\g]kfÍldac]al& b) 9_YkafklYddYlagf[gehYfqh`gf]kY[mklge]jlgn]ja^ql`Yll`]afklYddYlagfeY\] Yegfl`Y_gakogjcaf_hjgh]jdq& c) L`]kYd]kY_]flg^Y[gehYfqYae]\Ylg^â[]kmhhda]kh`gf]kYk[`ggdlgg^^]jl`] f]ohjgeglagfkYf\k]f\kge]_a^l[Yd]f\Yjk& d) 9egfl`Y^l]jZmqaf_Y[Yj$l`][mklge]jj][]an]kY[Ydd^jgel`]\]Yd]jo`gak afl]j]kl]\afcfgoaf_a^l`]n]à[d]akogjcaf_hjgh]jdq& 169 8 The customer service department 3. Procedures to solve complaints and claims Watch out! 9 complaint ak l`] e]j] ]phj]k% kagf g^ \akkYlak^Y[lagf$ oàd] Y claim$ af Y\\alagf lg ]phj]kkaf_ l`]complaint$akmk]\lgj]im]kl l`] h]j^gjeYf[] g^ kge] Y[lagf gj j]khgfk] Zq oYq g^ [geh]f% kYlagf& EYfY_af_l`][gehdYaflkYf\[dYaekeY\]Zq[mklge]jkakgf]g^l`]egkl[`YjY[l]jakla[ lYkckg^l`]Y^l]j%kYd]kk]jna[]&:gl`[gehdYaflkYf\[dYaekYj]l`]expression of dissatisfaction Z][Ymk]g^mf^mdâdd]\]ph][lYlagfk& 9dl`gm_` al eYq kgmf\ kljYf_]$ [gehdYaflk eYq Z] Y j]Yd kgmj[] g^ Y\nYflY_] ^gj l`] [gehYfq$ Z][Ymk] a^ o] kgdn] l`]e ghlaeYddq$ o] [Yf j]lYaf gmj [mklge]jk& Af Y\\alagf$ l`jgm_`[gehdYaflko]gZlYafaf^gjeYlagflgaehjgn]gmjhjg\m[lkgjk]jna[]k& 9 o]dd%kljm[lmj]\ Y^l]j%kYd]k k]jna[] af[dm\]k three functions l`Yl [Yf Z] h]j^gje]\ Zq l`]kYe]]ehdgq]]gjZqk]n]jYd]ehdgq]]k2 Responsible for customer service: af [`Yj_] g^ j][]anaf_ l`] [gehdYafl gj [dYae Yf\ klYjlaf_l`]hjg[]kkY[[gj\af_lgl`]fYlmj]g^l`][gehdYaflgj[dYae& Technician2j]khgfkaZd]^gjh]j^gjeaf_l`]Y[lagfkl`YlYj]f]]\]\lgj]hYajl`]\YeY_]& Trainer2 j]khgfkaZd] ^gj ljYafaf_ l`] [mklge]j af l`] ^]Ylmj]k Yf\ mk] g^ l`] hjg\m[l gj k]jna[]& Vocabulary Disciplinary proceedings. Hjg% []\mj]kl`Yll`][gehYfqmk]klg Ykk]kk l`] hgkkaZadalq g^ kYf[lagf% af_Yf]ehdgq]]& L`]management of complaintsemkl^gddgoYfgZb][lan]hjg[]kk$l`YlaklgkYq$alemklZ] [d]Yj$aehYjlaYd$[gfâ\]flaYd$Y[[]kkaZd]$[gehj]`]fkan]$]imalYZd]Yf\k]fkalan]&AfY\\alagf$ l`]klY^^Y^^][l]\Zql`][gehdYaflemklZ]af^gje]\g^l`]âdaf_$emkl`Yn]l`][`Yf[]lg _an]]phdYfYlagfkaflàkj]_Yj\Yf\emklZ]kmhhgjl]\Yf\j]hgjl]\YZgmll`]hjg[]kkYf\ j]kgdmlagfg^l`][gehdYafl&>mjl`]jegj]$l`][dYaehjg[]kkYf\l`]\ak[ahdafYjqhjg[]]\af_k$ a^Yfq$k`gmd\Z]j]_Yj\]\af\]h]f\]fldq& 9dd[dYaekYf\[gehdYaflkhjg[]\mj]kk`gmd\^gddgol`]k]hjaf[ahd]k2 Visibility Accessibility L`]hjg[]\mj]emklZ]hmZda[Yf\cfgof$nakaZd]lg[mklge]jk$klY^^Yf\gl`]jafl]j]kl]\hYjla]k& L`]hjg[]kk^gj`Yf\daf_[gehdYaflkk`gmd\Z]]YkadqY[[]kkaZd]lgYdd[dYaeYflk& Af^gjeYlagfYZgmll`]\]lYadkgâehd]e]flYlagfYf\j]kgdmlagfg^[gehdYaflkemklZ]nakaZd]& L`]hjg[]kk^gj`Yf\daf_[gehdYaflkYf\kmhhgjlaf_af^gjeYlagfemklZ]]Ykqlgmf\]jklYf\Yf\mk]& Af^gjeYlagfk`gmd\Z]afhdYafdYf_mY_]& Af^gjeYlagfYf\YkkaklYf[]gf`golg]phj]kkY[gehdYaflk`gmd\Z]YnYadYZd]afYdddYf_mY_]kafoà[`l`] hjg\m[lk`Yn]Z]]fg^^]j]\gjhjgna\]\$af[dm\af_Ydl]jfYlan]^gjeYlk$km[`Ykhjafl$:jYadd]gjYm\aglYh]k$kgl`Yl fg[dYaeYfl[YfZ]Y\n]jk]dqY^^][l]\Zqh`qka[YddaealYlagfk& Diligent response J][]ahlg^]Y[`[gehdYaflemklZ]Y[cfgod]\_]\lgl`][gehdYafYflaee]\aYl]dq& ;gehdYaflkemklZ]\]Ydlima[cdqafY[[gj\Yf[]oal`l`]ajmj_]f[q&>gj]pYehd]$[gehdYaflkl`YlYj]aehgjlYfl ^gj`]Ydl`gjkY^]lqemklZ]hjg[]kk]\aee]\aYl]dq& L`][gflY[loal`[dYaeYflkk`gmd\Z]hgdal]3l`]qk`gmd\Z]af^gje]\g^l`]hjg_j]kkg^l`][gehdYafll`jgm_` l`]eYfY_]e]flhjg[]kk& Objectivity L`]`Yf\daf_g^]Y[`[gehdYaflemklZ][gf\m[l]\afY^Yaj$gZb][lan]Yf\aehYjlaYdoYql`jgm_`gmll`]hjg[]kk& Costs 9[[]kklgl`]hjg[]kkg^[gehdYaflkeYfY_]e]flk`gmd\`Yn]fg[gkllgl`][dYaeYfl& Privacy L`][dYaeYflÍkh]jkgfYd\YlYoaddgfdqZ]eY\]YnYadYZd]lgl`gk]j]khgfkaZd]^gjl`]eYfY_]e]flg^l`][dYae o`]fl`]qYj]j]imaj]\lgkgdn]alYf\ogfÍlZ]\ak[dgk]\oal`gmll`]]phj]kkhjagj[gfk]flg^l`][mklge]jgj [dYaeYfl& Customer-oriented L`]gj_YfarYlagfemklZ][mklge]j%gja]fl]\Yf\gh]flg^]]\ZY[c$af[dm\af_[gehdYaflk$Yko]ddYkk`goaf_alk [geeale]fllgkgdn]l`][dYaeoal`Y[lagfk& Responsibility L`][gehYfqemkl[dYja^qo`gakj]khgfkaZd]^gjj]khgf\af_gfl`]Y[lagfkYf\\][akagfkg^l`]gj_YfarYlagfaf j]dYlagflgl`]`Yf\daf_g^[gehdYaflkYf\o`gk`gmd\j]hgjll`]e& Continuous improvement L`] [gflafmgmk aehjgn]e]fl g^ l`] hjg[]kkaf_ g^ [gehdYaflk Yf\ l`] imYdalq g^ l`] hjg\m[lk `Yk lg Z] Y h]jeYf]flgZb][lan]g^l`]gj_YfarYlagf& Table 8.3. Hjaf[ahd]kg^[gehdYaflkeYfY_]e]fl& 170 The customer service department 8 Mhgfj][]ahlg^l`][gehdYaflgj[dYae$l`]^gddgoaf_hjg[]\mj]akYk^gddgok2 1.J]hgjll`][mklge]jYZgmll`]ZYka[kg^l`]hjg[]\mj]& 2.9fYdqk]l`]fYlmj]g^l`][gehdYaflgj[dYae2akalYl][`fa[YdhjgZd]e7Akl`][mklge]j Yf_jqZ][Ymk]g^l`]oYqo]lj]Yl]\àegj`]j7HYqe]flhjgZd]ek79f\kggf& 3.Hjgna\]Y^l]j%kYd]kk]jna[]gjkgdn]l`]hjgZd]ealk]d^2aleYqafngdn]h]jkgfYdY[lagfkoal` l`][mklge]j$km[`Ykh]jkgfYd[Yj]g^[gehdYaflk$hgkkaZd]ljYafaf_afl`]mk]g^l`]hjg% \m[lgjl][`fa[Ydk]jna[]kkm[`YkafklYddYlagf$eYafl]fYf[]gjj]hYaj& 4.9kk]kk[mklge]jkYlak^Y[lagf2o]emkl[`][ca^l`][mklge]jakkYlakâ]\oal`l`]kgdmlagf hjgna\]\Zql`][gehYfq&A^`]gjk`]akfgl$o]emklj]kme]l`]hjg[]kklgâf\YkYlak^Y[% lgjqkgdmlagf& 5.Km__]klaehjgn]e]flkg^l`]hjg\m[lgjk]jna[]^jge[gehdYaflkYf\[dYaekj][]an]\& Communication Analysis of the nature After-sales service Satisfaction assessment Proposal for improvement Fig. 8.3. Hjg[]kkg^hjgna\af_Y^l]j%kYd]kk]jna[][gehdYaflk& L`]f$o]oadd\ak[mkkl`]ân]kl]hkg^l`]hjg[]\mj]& 3.1. The communication of the basics of the procedure for filing complaints Làke]Yfkl`Yll`][mklge]jk`gmd\Z]YoYj]YlYddlae]kYZgmll`]hdY[]Yf\l`]oYqlg kmZealàkgj`]j[dYaekYf\[gehdYaflk&L`]j]^gj]$[gehYfa]kemklmk]Ydg[YlagfYf\kaehd] dYf_mY_]lgexplicitly explainYkh][lkkm[`Yk2 WherelgkmZeall`][gehdYafl2l`]dg[Ylagfo`]j][mklge]jk[YfkmZeall`]aj[gehdYaflk emklZ]hmZda[& L`] means ^gj j][]anaf_ [gehdYaflk Yf\ [dYaek$ ^gj ]pYehd]$ Y [mklge]j k]jna[] \]% hYjle]fl$Yf]eYad$Yo]Z^gje$]l[& L`]processg^[gehdYafleYfY_]e]flemklZ][d]Yj2o`goaddj][]an]l`][gehdYaflYf\ ^mjl`]jkl]hkmfladalakkgdn]\& L`]deadlines& Fig. 8.4. EYfq[gehYfa]kYf\hmZda[ Zg\a]kkladdj]imaj]l`Yll`]kmZeakkagf g^[gehdYaflkgj[dYaekakh]j^gje]\af ojalaf_& L`] options ^gj [gehdYaflk j]kgdmlagf$ af[dm\af_ ]pl]jfYd [gehdYaflk l`Yl eYq Z] kmZ% eall]\$ ^gj ]pYehd]$ Yk hgkkaZd] [gehdYaflk lg l`] Emfa[ahYd G^â[]k ^gj ;gfkme]j Af^gjeYlagf GEA;!& L`]way to find informationj]_Yj\af_Y[gehdYafl& Activities 5. EYl[`l`]k]log_jgmhk2 Means Advantages ;j]Yllaf_Y^j]]l]d]h`gf]fmeZ]j& Ojall]f[gehdYaflkYddgol`][mklge]jlgkm__]klkgdmlagfk& Km__]klagfkYf\[gehdYaflkZgp& Alaf[j]Yk]k[mklge]j[gfâ\]f[]Yf\k][mjalq& KYlak^Y[lagfkmjn]q& Alaehjgn]kl`]ZjYf\aeY_]& 171 8 The customer service department A. Receipt of the complaint or claim Important Legislation on complaints and claims L`]k]lg^jmd]k_gn]jfaf_[gfkme% ]jhjgl][lagfakn]jqZjgY\& L`]=mjgh]Yf;gfkme]j;]flj]af KhYaf hjgna\]k af^gjeYlagf YZgml d]_akdYlagfYl=mjgh]Yfd]n]dYll`] ^gddgoaf_dafc2 http://cec.consumo-inc.es/cec/ secciones/Ayuda/Derechos/ Euro pa/Derec hos _es.asp? Origen=DERECHOS AfKhYaf$l`]ZYka[jmd]akl`]JgqYd D]_akdYlan] <][j]] )'*((/$ g^ Fg% n]eZ]j).$hYkkaf_l`]j]nak]\l]pl g^ l`] ?]f]jYd DYo ^gj l`] Hjg% l][lagfg^;gfkme]jkYf\Mk]jk& J][]anaf_Y[gehdYaflgj[dYaeaklgk]jn]l`][mklge]jl`Ylak\akkYlakâ]\oal`gmj[gehYfq& A^l`][gehdYaflakkmZeall]\afh]jkgf$o`]l`]jgfkal]gjZql]d]h`gf]$l`]klY^^\]Ydaf_oal` alk`gmd\aehd]e]fll`]hjaf[ahd]kg^Y[lan]dakl]faf_l`Ylo]klm\a]\o`]flYdcaf_YZgmlgjYd [geemfa[Ylagf& Aflmjf$o`]fo]eYfY_]l`]kmZeakkagfg^Y[dYae$o]emklhjgna\]l`][dYaeYfloal`Yf identification number ^gjl`Ylkh][aâ[[dYae&Egj]gn]j$Ydgf_oal`l`][dYae$o]oaddaf[dm\] afl`]âd]Y[Yj\oal`l`]j]imaj]\\YlY^gjljY[caf_l`][gehdYaflgj[dYae$km[`Yk2 L`]j]Ykgf^gjl`][gehdYafl& L`]kgdmlagfj]im]kl]\Zql`][mklge]j& L`]hjg\m[lk$k]jna[]kgjgj_YfarYlagfhjY[la[]kl`Yl[Ymk]l`][gehdYafl& L`]\]Y\daf]lghjgna\]l`]Yfko]j& L`]a\]flaâ[Ylagfgâf\ana\mYdk$\]hYjle]flk$ZjYf[`]kYf\eYjc]lk]_e]flk& L`]aee]\aYl]Y[lagflYc]f$a^Yfq& L`] mk] g^ km[` [Yj\k hjgna\]k l`] hgkkaZadalq g^ ljY[caf_ l`] o`gd] j]kgdmlagf hjg[]kk g^[gehdYaflkYf\[dYaek$kgl`Ylo][Yfc]]hl`][mklge]jaf^gje]\YlYddlae]k& Mhgfj][]ahlg^l`][gehdYafl$o]emklY[cfgod]\_]alkj][]ahllgl`][mklge]j$]al`]jZq h`gf]$]eYadgjj]_mdYjeYad& @]j]qgm[Yfk]]Yj]_mdYj[Yj\model^gj[gehdYaflkYf\[dYaek2 Data from the claimant: FYe]'[gehYfq&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& 9\\j]kk&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Rah[g\]&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& ;alq&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& ;gmfljq&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& H`gf]&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& >Yp&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& =%eYad&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& <]lYadkg^l`]h]jkgfY[laf_gfZ]`Yd^g^l`][dYaeYfl a^Yhhda[YZd]!&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& ;gflY[lh]jkgf a^\a^^]j]fl^jge[dYaeYfl!&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Product description: J]^]j]f[]fmeZ]jg^l`]hjg\m[lgjgj\]j a^cfgof!&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& <]k[jahlagf&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Problem found: <Yl]al`Yhh]f]\&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& <]k[jahlagf&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Solution required? Q]kFg <Yl]&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Ka_fYlmj]&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Daklg^YllY[`]\\g[me]flk2&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Ka_fYlmj]&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&& Fig. 8.5. Eg\]d^gje^gjâdaf_[gehdYaflk& 172 The customer service department 8 B. Analysis of the nature of the complaint or claim L`]j]kgdmlagfg^[gehdYaflk\]h]f\klgYdYj_]]pl]flgfl`][gehYfqÍkYZadalqlgYfYdqk] Yf\\]l]jeaf]alkfYlmj]&Làkak\gf]mkaf_[dYkkaâ[Ylagf[jal]jaY$km[`YkaehgjlYf[]$[ge% hd]palqgjl`]f]]\^gjaee]\aYl]Y[lagf$^gj]pYehd]& Af>a_mj]0&.o]k]]Yfafl]jfYd\g[me]fleg\]dmk]\lgYkk]kkl`]fYlmj]g^[gehdYaflk2 Assessment of the complaint: GZb][lan]2lgYkk]kkl`]]pl]flYf\k]n]jalqg^Y[lmYdYf\hgl]flaYd]^^][lkg^l`][gehdYafl& J]d]nYf[]g^l`][gehdYafl ;gehd]palq AehY[lgfZmkaf]kk Need for immediate action: Yes No Possibility of immediate action: Yes No Possibility of compensation: Yes No Fig. 8.6. ;gehYfa]k`Yn]l`]ajgof afl]jfYd^gjeklg[dYkka^q[dYaekYf\ [gehdYaflk$oà[èYc]l`]ajhjg[]kkaf_ Yf\j]kgdmlagfem[`]Yka]j&Aflmjf$l`]k] [dYkkaâ[YlagfkYj]YnYdmYZd]kgmj[]^gj afl]jfYdYfYdqkak& Fig. 8.7. Afl]jfYd\g[me]fllgYkk]kkl`]fYlmj]g^l`][dYaek&9egj][gehj]`]fkan]j]hgjlk`gmd\Z] j]imaj]\afl`]]n]flg^n]jqj]d]nYfl[dYaekgj[gehdYaflk& 9fgl`]je]l`g\lg[dYkka^q[gehdYaflkaklg\]l]jeaf]l`]hjgZd]el`Yl`Yk[Ymk]\[mklge]j \akkYlak^Y[lagfZ][Ymk]$Yko]oaddk]]$làkoaddYddgomklgkm__]klYkgdmlagf&L`]^gddgoaf_ eg\]d^gjeakmk]\lg\]l]jeaf]l`]j]Ykgf^gjl`][dYae2 Problem found: <Yl]2 H]jkakl]flhjgZd]e2 Yes No Category: Product not delivered Service not provided / partially provided Delay in product delivery Duration of delay in delivery: Delay in providing service Duration of delay in the delivery: Defective product Poor service Details: Product doesn’t match what was agreed Unrequested product Damaged product Refusal to comply with the warranty Refusal to sell Refusal to provide a service Business practices / sales methods Wrong information Inadequate information Payment means Price Price increase Unjustified costs / charges Watch out! Documentary evidence Af_]f]jYd$h]ghd]o`gâd]Y[ge% hdYafl gj [dYae emkl kmhhgjl al oal`\g[me]flYjq]na\]f[]&Kge] \g[me]flYjq ]na\]f[] af[dm\] l`] [dYae ^gje alk]d^$ Y\n]jlakaf_ Zjg[`mj]k af oà[` l`] [dYae]\ [gehYfqg^^]jk[]jlYaf[gf\alagfk gj afnga[]k Yf\ j][]ahlk& ;`][c l`] ^gddgoaf_ dafc$ af[dm\af_ l`] \g[me]flYjq ]na\]f[] l`Yl emkl Z]hjg\m[]\afl`][Yk]g^Y[dYae lgYljYn]dY_]f[q2 http://w w w.losviajeros.com/ foros.php?t=5779 Fig. 8.8. >gjelg\]l]jeaf]l`]j]Ykgf^gjl`][dYae(cont.)& 173 8 The customer service department Terms of contract Coverage of contract Damage assessment Refusal to pay compensation Inadequate compensation Modification of contract Poor performance of the contract Cancellation / termination of contract Cancellation of service Loan repayment Application of interest Failure to comply with commitments Incorrect billing Undue delay in processing a complaint Others: ............................................................................................................................... Further information:..................................................................................................................................... ...................................................................................................................................................................... ...................................................................................................................................................................... Fig. 8.8. >gjelg\]l]jeaf]l`]j]Ykgf^gjl`][dYae& C. Service provision Spanish assistant K]_mjg im] Y ]klYk YdlmjYk qY l] `Yk ^YeadaYjarY\g [gf ]d n]jZg to provide, im] ka_faâ[Y Êhjghgj[ag% fYjË$ ÊkmeafakljYjË g Ê^Y[adalYjË& H]jg ]kl] n]jZg la]f] \gk \]ja% nY\gk im] kgf emq aehgjlYfl]k2 provider, im] ka_faâ[Y Êhjgn]]% \gjË$qprovision,im]ima]j]\][aj ÊkmeafakljgË$ ÊhjgnakafË g ÊYZYk% l][aea]flgË& Gf[]o]`Yn][gf\m[l]\l`]j]k]Yj[àflgl`][gehdYaflgj[dYae$o]oaddZ]YZd]lgkm__]kl Ykgdmlagf&Kge]lae]klàkkgdmlagfakgZnagmkYf\akg^^]j]\lgl`][mklge]jmhgfj][]ahlg^ l`][dYae&Gl`]jlae]k$`go]n]j$l`]kgdmlagfakl`]j]kmdlg^YfYfYdqkakg^l`]hjgZd]eYf\ l`]j]^gj]$aleYqlYc]kge]lae]&L`mk$l`]responselgY[gehdYafleYqZ]2 9j]^mf\g^l`]egf]qhYa\Zql`][mklge]j& L][`fa[YdYkkaklYf[]& Hjgna\]kge]f][]kkYjqaf^gjeYlagf& J]hdY[]l`]\YeY_]\hjg\m[l& J]hYajl`]hjg\m[lgjhjgna\]l`]k]jna[]Y_Yaf& ;geh]fkYl]^gj\YeY_]k& 9hgdg_ar]& G^^]j_a^lkgj]phj]kkagfkg^_gg\oadd& :]ka\]kl`]Yfko]j$o]emkllYc][Yj]g^Yddakkm]kj]dYl]\lgl`][dYae$ljY[c[mklge]jkYlak% ^Y[lagfoal`j]_Yj\lgalkj]kgdmlagf$g^^]jkaeadYjkgdmlagfklg[mklge]jkoal`l`]kYe]hjg% Zd]eo`g`Yn]fgl[gehdYaf]\Yf\\ak[dgk]af^gjeYlagfgfYfq[gehdYaflklgj]d]nYflklY^^& L`]AKG)(((*2*((,gfeYfY_]e]flg^[gehdYaflkg^^]jkY^gjeYkk`gofaf>a_mj]0&1& Af Yfq [Yk]$ o] YdoYqk `Yn] lg communicate the solution to the customer& Af ^Y[l$ l`] [dgkmj] g^ l`] [gehdYafl \g]k fgl g[[mj mflad l`] [mklge]j Y[[]hlk Yfq g^ l`] Y[lagfk gj km__]kl]\kgdmlagfk& A^l`][mklge]jY[[]hlkl`]km__]kl]\kgdmlagf$làkakh]j^gje]\Yf\l`][dgkmj]akj]_akl]j]\3 Zmla^l`][mklge]jj]b][lkl`]km__]kl]\kgdmlagf$o]emklc]]hl`][gehdYaflgh]f$j]_akl]j l`]j]^mkYdYf\af^gjel`][mklge]jg^hgkkaZd]Ydl]jfYlan]k\]ka_f]\lgY[à]n]kYlak^Y[lagf$ Yf\oà[èYq[ge]]al`]j^jgel`][gehYfq afl]jfYd!Yf\^jge l`]gmlka\] Yko]oadd klm\qafl`]f]plk][lagf!& 174 The customer service department 8 Resolution of the complaint: Resolution required: Yes No Action to take: Product delivery Product repair / new service provision Product change Cancellation of sale Enforcement of the guarantee Compliance with commitments Completion of a contract Cancellation / Rescission of contract Cancellation of invoice Information Correction of damages assessment Payment of compensation amounting to .................................................................... Refund of advance payment amounting to .................................................................. Refund of other payments made amounting to ........................................................... Discount amounting to…............................................................................................... Payment facilities Apologies Other actions:................................................................................................................. Fig. 8.9. HgkkaZd]kgdmlagfk^gjY[dYae& Activities 6. EYl[`l`]kgdmlagfko]`Yn]]phdYaf]\^gj[dYaekoal`l`]j]Ykgfk^gj[dYaeaf_afl`] hj]nagmkk][lagf& 7. EYc]Yk[`]e]g^l`]hjg[]kk^gddgo]\^jgekm__]klaf_YkgdmlagfmfladalakY[[]hl]\ gjj]b][l]\Zql`][mklge]j& D. Analysis of satisfaction Gf[] l`] [gehdYafl ak [dgk]\$ al ak n]jq aehgjlYfl l`Yl l`] [gehYfq n]jaâ]k l`] d]n]d g^ [mklge]jkYlak^Y[lagfoal`l`]kgdmlagfYf\oal`l`]hjg[]kkl`Yl`YkZ]]fmf\]jlYc]f&Lg làk]f\$surveysYj]g^l]fmk]\& E]Ykmjaf_ [mklge]j kYlak^Y[lagf ]fYZd]k l`] [gehYfq lg Ydkg [Yjjq gml Yf afl]jfYd Ykk]kke]flg^l`]hjg[]kk&Mkaf_Y^gjedac]làkoaddeYc]l`]lYkc]Yka]j2 Action taken Date Employee Observations 9[cfgod]\_]e]flg^j][]ahlg^l`] [gehdYafllgl`][gehdYafYfl 9kk]kke]flg^l`][gehdYafl Afn]kla_Ylagfaflgl`][gehdYafl J]kgdmlagfg^l`][gehdYafl J]hgjllgl`][gehdYafYfl ;gjj][lagf N]jaâ]\[gjj][lagf ;dgkmj]g^l`][gehdYafl Fig. 8.10. Eg\]d^gje^gjl`]Ykk]kke]flg^l`]hjg[]kkmk]\lgkgdn]Y[gehdYaflgjY[dYae& 175 8 The customer service department E. Proposal for improvement Afl`]YZgn]e]flagf]\klYf\Yj\AKG)(((*2*((,$alakY[cfgod]\_]\l`YlYkqkl]ekm[`Yk l`Ylkm__]kl]\^gjkgdnaf_[gehdYaflkYf\[dYaekeYqZ]n]jq`Yj\Yf\\a^â[mdllgaehd]e]fl afKE=k& Kg$aljYak]kYfmeZ]jg^j][gee]f\YlagfkYnYadYZd]lgYfq[gehYfq^gj`Yf\daf_[dYaekhjg% h]jdq&L`]k]recommendationsYj]2 C]]haf_Yfgh]fYllalm\]lg[gehdYaflk&Làk[YfZ]Y[à]n]\l`jgm_`ka_fkaf\a[Ylaf_l`] aehgjlYf[]g^[mklge]jkYlak^Y[lagf& ;gdd][laf_Yf\j]_akl]jaf_[gehdYaflk& ?anaf_Y[cfgod]\_e]flg^j][]ahlg^fgfaf%h]jkgf[gehdYaflkgn]jl`]h`gf]gj]%eYad& Fig. 8.11. L`]YfYdqkakg^l`]nYjagmk [gehdYaflkYf\[dYaekj][]an]\afY [gehYfqak]kk]flaYdlgaehd]e]flhdYfk lgj]\m[]l`]eafl`]^mlmj]& 9kk]kkaf_l`]gja_afg^l`][gehdYafl$alkhgl]flaYdaehY[lYf\l`]Z]klh]jkgflg`Yf\d]al& 9[laf_aee]\aYl]dq2hjgehlj]kgdmlagf& J]hgjlaf_l`][mklge]jYZgmlhgkkaZd]kgdmlagfkYf\Y\ghlaf_l`]egklkmalYZd]Y[[gj\af_ lg[mklge]jÍkhj]^]j]f[]kYf\mkmYd`YZalkafl`][gehYfqÍkâ]d\& ;geemfa[Ylaf_ l`] \][akagf lg l`] [mklge]j af l`] ]n]fl l`Yl$ \]khal] Ydd ]^^gjlk$ o] `Yn]fÍlZ]]fYZd]lgkYlak^ql`][mklge]jÍk[dYae&O]emklj]_akl]jl`]j]kmdlYf\g^^]jYfq Ydl]jfYlan]Y[lagf& J]_mdYjdqj]na]o[gehdYaflklg\]l]jeaf]l`]]pakl]f[]g^lj]f\kgj]d]e]flkl`YleYqZ] [`Yf_]\& Case study 2. Handling complaints L`][gehYfqEa[jg\gekla[gk$KDakafl`]Zmkaf]kkg^k]ddaf_ YhhdaYf[]klgaf\ana\mYdkl`jgm_àlkgfdqhj]eak]kdg[Yl]\af l`]k`ghhaf_eYdd:gfalg;]fljg$afKYflY;jmr\]L]f]ja^]& GfK]hl]eZ]j0$*())$l`]]ehdgq]]o`gakafl`][mklge]j k]jna[]\]kcYkkaklkBmYfYDh]rHj]r$Y[mklge]jo`gakfgl kYlakâ]\oal`l`][g^^]]eY[àf]k`]Zgm_`lgfK]hl]eZ]j-$ *())Z][Ymk]k`]kYqkl`Ylal`YklgZ]lmjf]\gfYf\g^^k]n]% jYdlae]kZ]^gj]alâfYddqogjck&BmYfY`YkZjgm_`ll`][g^^]] eY[àf]oal``]j& @gooaddl`][gehYfqj]khgf\lglàk[dYae7 Solution2 Fajkl$l`]]ehdgq]]k`gmd\hjY[la[]Y[lan]dakl]faf_g^l`][ge% hdYafl& L`]f$ l`] ]ehdgq]] oadd âdd af Y hYjl g^ l`] [dYae ^gje kh][a^qaf_l`]j]Ykgf^gjal$aflàk[Yk]$Yl][`fa[YdhjgZd]e& L`] ]ehdgq]] l]ddk BmYfY l`Yl l`] l][`fa[Yd \]hYjle]fl oadd [`][c l`] [Ymk] g^ l`] ^Yadmj] af l`] YhhdaYf[]& K`] k`gmd\ Ydkg ]phdYaf l`] [mklge]j l`Yl$ a^ l`] hjgZd]e ak \m]lgYeYfm^Y[lmjaf_^Ymdl$k`]oaddZ]_an]fl`]ghhgjlm% falqlgj][]an]Yf]o[g^^]]eY[àf]g^l`]kYe]eg\]dgjlg Ykc ^gj alk j]^mf\& >afYddq$ k`] k`gmd\ \]dan]j Y j][]ahl g^ l`] [gehdYafl lg l`] [mklge]j Yf\ ]phdYaf l`Yl l`] [gehYfq ak [geeall]\ lg hjgna\af_ Y kgdmlagf oalàf ,0`gmjk& L`] f]pl \Yq$ Yf ]ehdgq]] g^ l`] [gehYfq af^gjek BmYfY l`Yll`]hjgZd]eoYkY[lmYddqYeYfm^Y[lmjaf_^YmdlYf\l`Yl$ a^k`]Y_j]]k$k`]oaddj][]an]Yf]o[g^^]]eY[àf]Yl`ge] oal`gmlY\\alagfYd[gkl&BmYfYY[[]hlkl`]kgdmlagfYf\l`j]] \YqkdYl]jk`]j][]an]kYf]o[g^^]]eY[àf]& 9 o]]c dYl]j$ l`] [mklge]j k]jna[] \]hYjle]fl _]lk ZY[c af lgm[` oal` BmYfY lg n]ja^q `]j kYlak^Y[lagf oal` l`] j]kgdmlagfg^l`][gehdYafl& >afYddq$l`]]ehdgq]]k`gmd\fgla^ql`][mklge]jk]jna[]klY^^ Yf\l`]l][`fa[Ydk]jna[]\]hYjle]flYZgmll`]hgkkaZadalqg^ eYd^mf[lagfkaflàkeg\]dg^[g^^]]eY[àf]& Activities 8. >af\ gml oà[` Y[lanala]k `Yn] Y kh][aâ[ j]_mdYlagf ^gj [dYaekYf\[gehdYaflk& @afl2lg\glàkj]k]Yj[`$qgm[Yfmk]l`]af^gjeYlagf[gf% lYaf]\afl`]^gddgoaf_o]Zkal]2 http://www.consumo-inc. es/GuiaCons/como 176 9. 9jjYf_]\aflogk$gf]klm\]floaddh]j^gjel`]jgd]g^Y [mklge]jg^Y_YkklYlagfo`g`YkY[gehdYaflj]_Yj\af_ []jlYafakkm]j]dYlaf_lgl`]dYklj]^m]ddaf_`]gjk`]`Yk eY\]$Yf\l`]gl`]jklm\]flakj]khgfkaZd]^gj`Yf\daf_l`] [gehdYaflYf\km__]klaf_Ydl]jfYlan]k& The customer service department 8 4. Enforcement of rules on resolution of complaints and claims ;gfkme]jÍkhjgl][lagfakY[gfklalmlagfYdja_`l mf\]j9jla[d]-)g^l`]KhYfak`;gfklalmlagf!$ Yf\l`]j]^gj]k]n]jYddYokYf\j]_mdYlagfk`Yn]Z]]f\]n]dgh]\lg]f^gj[]làkhjgl][lagf& 9lhj]k]fl$l`][mjj]fldYogf[gfkme]jja_`lkak[gflYaf]\afl`]JgqYd<][j]])'*((/$oà[` hYkk]kl`]j]nak]\l]plg^l`]?]f]jYdDYo^gjl`]Hjgl][lagfg^;gfkme]jkYf\Mk]jkYf\ gl`]j[gehd]e]flYjqdYok& LàkdYoklYl]kl`Yll`][gfkme]jemkl`Yn]YnYadYZd]Yddl`] information[gf[]jfaf_l`] hjg\m[l Z]^gj] Zmqaf_ al Yf\$ kh][aâ[Yddq$ al hjgna\]k l`Yl l`] hjg\m[l emkl [gflYaf km[` af^gjeYlagfafalkgofhY[cY_]$gfYkla[c]jgjYfYff]p]\d]Y^d]l&AlYdkgklYl]kl`Yll`]Y\% n]jlak]jemkl[gehdqoal`l`]Y\n]jlak]\[gfl]flkgâlkhjg\m[lgjk]jna[]afl`]l]jekl`Yl Yj]af[dm\]\l`]j]af3^gj]pYehd]$a^YfY\n]jlakaf_Zjg[`mj]k`gokYZmad\af_Zdg[coal`Y [geemfYdkoaeeaf_hggd$l`]Y\n]jlak]jemkl[gehdqoal`làk^]Ylmj]Yf\Zmad\làkhggd o`]fl`]Zmad\af_Zdg[cakâfak`]\!& A^ [gfkme]jk kladd [gfka\]j l`Yl l`]aj ja_`lk `Yn]fÍl Z]]f gZk]jn]\ \]khal] l`] j]_mdYlagfk YZgn]$l`]qeYqmk]three ways2 Fig. 8.12. LàkkqeZgda\]flaâ]kl`] Zmkaf]kk]kkmZeall]\lg[gfkme]j YjZaljYlagfZgYj\k& ;gehdYaflkZ]^gj]l`][gfkme]jhjgl][lagfY_]f[a]kgj[gfkme]jgj_YfarYlagfk& E]\aYlagf2l`]hYjla]klgl`][gf^da[l`]YjYfgf%Zaf\af_hjghgkYd[Yjja]\gmlZqYf]mljYd e]\aYlgjlgkgdn]l`]hjgZd]e&Alj]eYafkgh]flgl`]hgkkaZadalqg^Zjaf_af_YdYokmala^ l`]j]akfgY_j]]e]flgfl`]hjghgkYd& ;gfkme]j YjZaljYlagf kqkl]e2 al ak Y ngdmflYjq kqkl]e af oà[` l`] [gehYfa]k afngdn]\ Yj]kmZb][llgl`]j]kgdmlagfg^Y[gfkme]jYjZaljYlgj&Aflàk[Yk]$l`]j]kgdmlagfakZaf\af_ eYf\Ylgjq!^gjl`]hYjla]kYf\]p[dm\]kl`]hgkkaZadalqg^Zjaf_af_YdYokmal& ;anad[gmjlk$gj[jaeafYd[gmjlka^l`]j]Yj][jae]]na\]f[]k& Aflmjf$l`]agenciesZ]^gj]oà[`[gfkme]jk[Yf_glgdg\_]l`]aj[gehdYaflkgj[dYaekYj]2 L`]Emfa[ahYdG^â[]kg^;gfkme]jAf^gjeYlagf GEA;!g^l`]emfa[ahYdala]k& L`]<]hYjle]flg^;gfkme]j9^^Yajkg^l`]J]_agfYd?gn]jfe]flk& L`]9kkg[aYlagfg^;gfkme]jkYf\Mk]jk& ;gfkme]j9jZaljYlagf:gYj\k& Cgmjlkg^bmkla[]& Gf[]l`][gfkme]j`Ykâd]\Y[gehdYaflZ]^gj]Yfqg^l`]Zg\a]kdakl]\YZgn]$l`]hjg[]\mj] ^gjj]kgdmlagfbegins&>gjlàkhmjhgk]$l`]Y_]f[q[gflY[lkl`][gehYfql`Ylak[dYae]\lg ljqlghjg\m[]YrapprochementZ]lo]]fZgl`hYjla]k&Aê]\aYlagf\g]kfÍlogjcgml$l`]j] akkladdl`]hgkkaZadalqg^klYjlaf_Yfgl`]j[dYaehjg[]\mj]& ;gfkme]jk`Yn]lg^gddgol`]k]stepslgdg\_]Y[dYae2 1.Ljqlgkgdn]l`]hjgZd]eoal`l`][gehYfq& 2.EYfY_]l`][dYaeZ]^gj]l`]GEA;& 3.J]im]kl[gfkme]jYjZaljYlagfaê]\aYlagf`Y\Yf]_Ylan]j]kmdl& 4.Hjg[]]\lg[gmjl& J]_Yj\d]kkl`]hjg[]\mj]\]k[jaZ]\afl`]hj][]\af_hYjY_jYh`$[gfkme]jkeYqj]im]klgf kal]Ycomplaint formlgâd]l`]aj[dYaegj[gehdYafl\aj][ldq&L`]j]_agfYd_gn]jfe]flk`Yn] \]n]dgh]\eg\]dkg^[gehdYafl^gjek$Yko][Yfk]]af>a_mj]0&)+& Web Qgm[Yfmk]l`]^gddgoaf_dafcklg Y[[]kk \a^^]j]fl d]_Yd l]plk Yf\ hjg[]\mj]k j]dYl]\ lg [gfkme ja_`lk2 General Law for the Protection of Consumers and Users and other complementary laws: http://www.consumo-inc.es/ GuiaCons/ Online complaints processing: http://www.confianzaonline. es/gestiona-tu-reclamacion/ informacion-general http://intecap.info/public/ manuales/aseguramiento/ ISO %2010 0 02 %20Ed %20 2004.pdf Web of the banking customer: http://www.bde.es/clientebanca/quejas/quejas.htm Models and forms of OMIC in Córdoba: http://www.consumo.ayuncordoba.es/secundarias/omic/ reclamaciones_consumo.aspx Online claim form: http://www.juntadeandalucia .es/salud/sites/csalud/contenidos/Informacion_General/ c_8_consumo/sistema_hojas_ reclamaciones?perfil=ciud 177 8 The customer service department Web L`] \]Y\daf]k Yf\ hjg[]\mj]k ^gj âdaf_ [gehdYaflk Yf\ [dYaek nYjq \]h]f\af_ gf l`] Y[lanalq k][lgj lgoà[`l`]qj]^]j& >gj ^mjl`]j af^gjeYlagf gf làk hgafl$nakal2 http://www.aytorota.es/doc/ omic/campa_as_informativas/ i n fo r m a c i o n _ n u e v a _ h o j a s _ reclamaciones.pdf CLAIM FORM COPY FOR THE CLAIMANT Nº: 0000000 IDENTIFICATION OF THE BUSINESS Name ............................................ Adress: ......................................................... Nº:............. Town. Province ................................................................ Zip Code.: .................................... CLAIMANT INFORMATION Name: ............................................................ ID/Passport: .. Adress: ..................................... Town: ........................................ Province: ........................... Zip Code:............................................... Phone: ..................................................................... Reason for the claim:. .............................................................................................................. Time and date of the situation causing the claim: ................................................................. Attached documents:: ............................................................................................................. In .................................... , on ................................................ 20 ................ Signature of clamaint: Signature of the business: Activities 10.K]Yj[` l`] o]Z ^gj d]Y\af_ [gfkme]jkYf\mk]jkgj_YfarY% lagfkYf\eYc]Ydakloal`l`]aj o]Zkal]Y\\j]kk]k& O`Yl \a^^]j]f[]k \g qgm k]] Z]lo]]f Y [gfkme]jÍk gj_Yfa% rYlagfYf\YfGEA;7 11. J]Y\l`]^gddgoaf_Yjla[d]Yf\ eYc]YkmeeYjq& w w w.elpais.com/ar ticulo /tecnologia/reclamaciones /telefonicas/saturan/juntas /a r b i t r a l e s /c o n s u m o /e l p e p u t e c / 2 01 0112 4 e l peputec_6/Tes <gqgmlàfcl`Yll`]fmeZ]j g^ [dYaek af l]d][geemfa[Y% lagfk k]jna[]k ak hYjla[mdYjdq à_`7 Af qgmj ghafagf$ o`Yl gl`]j Yj]Yk \g `Yn] eYfq [dYaek7K]Yj[`l`]o]Z^gj\YlY lgkmhhgjlqgmjYj_me]flk& Council for Social Welfare-Consumer Department Regional Government of Extremadura Fig. 8.13. Eg\]dg^l`][dYae^gje^gjl`]J]_agfYd?gn]jfe]flg^=plj]eY\mjY& AfY\\alagf$l`]j]Yj]specific procedures^gj`Yf\daf_[gehdYaflk^g[mk]\gf[]jlYafaf\mk% lja]k$km[`Yk2 >adaf_Y[gehdYaflj]_Yj\af_[gfkmehlagf& >adaf_Y[gehdYaflZ]^gj]l`]K][j]lYjqg^KlYl]^gjL]d][geemfa[YlagfkYf\Af^gjeYlagf Kg[a]lq& >adaf_Y[gehdYaflZ]^gj]l`]<YlYHjgl][lagf9_]f[q 9H<!3^gj]pYehd]$j]_Yj\af_h]jkg% fYd\YlYl`YlYj]fglZ]af_Y\]imYl]dq`Yf\d]\& Af]al`]j[Yk]$[]jlYaf basic conditions emklZ]e]l2 Identifying the recipient of the complaint2 l`] fYe] g^ l`] [gehYfq gj gj_YfarYlagf gjalko]Zkal]!Yf\Yf]eYad[gflY[l&L`]k]\YlYYj]mkmYddq^gmf\gfl`]o]Zkal]g^l`] [gehYfq& Collecting all information relatedlgl`][gehdYafllgZ]YZd]lgk`goalafl`]\a^^]j]fl hjg[]\mj]kl`YlYj]afhdY[]&L`]gja_afYd[gha]kg^làkaf^gjeYlagfYj]j]k]jn]\^gjYjZa% ljYlagfgjbm\a[aYdhjg[]]\af_k& ;geemfa[Ylaf_l`][gehdYafllgl`]j][aha]flso that there is a proof of our claim, with a cerlaâ]\ d]ll]j$ Y Zmj]Ym^Yp gj Yf Y[cfgod]\_]e]fl g^ j][]ahl& L`] âjkl log [Yf Z] kmZeall]\afl`]HgklYf\L]d]_jYh`g^â[]k$Zmll`]Y[cfgod]\_]e]flg^j][]ahl`Yklg Z] eY\] Zq l`] j][aha]fl g^ l`] [gehdYafl& Làk kl]h ak aehgjlYfl a^ o] Yj] hdYffaf_ lgâd]Y[gfkme]j[dYaegjYfY[lagf& Case study 3. Procedure to enforce claims O]oYfllgeYc]Y[dYaeZ][Ymk]o]\akY_j]]oal`Yh`gf] Zadd$Zmll`][gehYfq\g]kfÍle]]lgmj\]eYf\k&O`Yl]dk] [Yfo]\g7 Solution: O]`Yn]k]n]jYdghlagfk2 a) J]im]klY[dYae^gje& b) 9kcl`]GEA;lg[gf\m[lYe]\aYlagfhjg[]\mj]oal` l`][gehYfq&L`]fo]emkloYal^gjl`]j]kmdlYf\$a^ 178 e]\aYlagf^Yadk$j]im]klY[gfkme]jYjZaljYlagfhjg[]kk a^l`][gehYfqakkmZb][llgl`][gfkmehlagfYjZaljYlagf kqkl]eYf\l`][dYaeYflakYfYlmjYdh]jkgf& c) A^l`][gehYfq\g]kfÍlYfko]jl`][dYae$âd]Y[dYae Z]^gj] l`] L]d][geemfa[Ylagfk Mk]j G^â[]$ Yk dgf_ Ykl`][dYaeYflakY[gehYfqgjYfYlmjYdh]jkgfo`g \g]kfÍloYfllgYhhdqlgl`]YjZaljYlagfkqkl]e& d) >ad]YfY[lagfZ]^gj]l`]Yml`gjak]\[gmjl& The customer service department 8 Summar y Principles of customer service Customer service department Customer service department Stages of customer service Channels of customer service Æ Staff of customer service department Æ Functions of customer service department Orders Æ Complaints and claims handling Æ After-sales service Receipt of the complaint Assessment of the nature of the complaint Communication of the basic elements of the procedure for filing complaints Service provision Assessment of satisfaction Proposal for improvement Procedures for solving complaints and claims Claims before the agencies of consumer protection or before consumers and users organizations Ways to solve complaints and claims Consumer arbitration system Civil or criminal jurisdiction, depending on the case Agencies to file complaints and claims Application of rules to the process of complaints and claims Municipal offices of consumer information (OMIC) of the municipalities Æ Department of Consumer Affairs of the Regional Governments Æ Consumers and Users Associations Æ Consumer Arbitration Board Æ Courts of Justice Procedures to follow in case we want to file a complaint or claim Solution of the company Æ OMIC mediation Æ Seek consumer arbitration Æ Proceed to court Basic actions in the event of claims or complaints: Identify the recipient of the complaint Æ Collect all the information Æ Communicate the complaint to the recipient 179 8 The customer service department Test review 1. Oà[`g^l`]^gddgoaf_klYl]e]flkakljm]7 a) L`][gehYfq\]h]f\kgfl`]]pakl]f[]g^[mklge]jk& b) L`][mklge]jk]jna[]\]hYjle]flhjgna\]kY[geh]la% lan]Y\nYflY_]lgl`]gj_YfarYlagf& c) 9 [gehYfq [j]Yl]k Y [mklge]j k]jna[] \]hYjle]fl$ Yegf_gl`]jj]Ykgfk$Z][Ymk]al]ph][lkYhjgâl^jgeal& d) 9ddg^l`]YZgn]& 2. O`]fqgmYhhjgY[`Y[gmfl]jlgdg\_]Y[gehdYaflYf\Yj] Ykkakl]\Zqkge]gf]qgmYj]mkaf_2 a) 9h]jkgfYd[`Yff]d& b) 9fY^l]j%kYd]kk]jna[]& c) 9fYjZaljYlagfkqkl]e& d) 9faee]\aYl][`Yff]d& 3. J]_Yj\af_l`]klY^^g^l`][mklge]jk]jna[]\]hYjle]fl alakljm]l`Yl2 a) 9fqe]eZ]jg^l`][gehYfqeYqZ]dgf_lgal& 7. 9f]ehdgq]]afngdn]\afl`][dYaekYf\[gehdYaflkhjg[]% \mj][Yfh]j^gjel`]^gddgoaf_^mf[lagfk2 a) LjYafaf_l`][da]flafmkaf_l`]hjg\m[l& b) >addaf_l`][dYae& c) Hjg[]]\af_lgYjZaljYlagfoal`l`][mklge]j& d) Fgf]g^l`]YZgn]& 8. Oà[`g^l`]^gddgoaf_[gf[]hlk\g]kfÍl`Yn]lg\goal` gZb][lanalqafl`]hjg[]kkg^`Yf\daf_[gehdYaflk7 a) =imalq& b) :aYk& c) ;gfâ\]flaYdalq& d) Fgf]g^l`]YZgn]& 9. :]af_[mklge]j%gja]fl]\e]Yfkl`Yl2 b) Al[YfZ]^gje]\ZqYf]ehdgq]]oal`gmlimYdaâ[Ylagf$ kaf[]alakfglf][]kkYjq^gjl`]bgZ& a) L`]hjg[]kkg^`Yf\daf_[gehdYaflkk`gmd\`Yn]fg[gkl lgl`][mklge]j& c) Alke]eZ]jkemkl`Yn]_gg\afl]jh]jkgfYdkcaddk& b) ;gehdYaflkk`gmd\Z]\]YdlY[[gj\af_lgl`]ajmj_]f[q& d) 9ddg^l`]YZgn]& 4. Oà[` g^ l`] ^gddgoaf_ ak Yf afl]jfYd ^mf[lagf g^ l`] [mklge]jk]jna[]\]hYjle]fl7 a) Af^gjemk]jkYZgmlo`Yll`]qf]]\& b) Kgdn][dYaekYf\[gehdYaflk& c) 9fYdqk]l`]km__]klagfkeY\]Zqmk]jk& d) EYc] km__]klagfk ^gj aehjgnaf_ l`] eYfY_]e]fl g^ l`][gehYfq& 5. ;`jgfgdg_a[Yddq$l`]kl]hkaf[mklge]jk]jna[]Yj]2 a) Af^gjeYlagf j]im]kl$ gj\]jk$ Y^l]j%kYd]k k]jna[]$ [ge% hdYaflkYf\[dYaek& b) HdY[]gj\]jk$j]im]klaf^gjeYlagf$[gehdYaflk`Yf\daf_ Yf\Y^l]j%kYd]kk]jna[]& c) 9^l]j%kYd]k k]jna[]$ hdY[] gj\]jk$ j]im]kl af^gjeYlagf$ [gehdYaflk`Yf\daf_Yf\km__]klagfk& d) Af^gjeYlagf j]im]kl$ [gehdYaflk Yf\ km__]klagfk `Yf\daf_$hdY[]gj\]jkYf\Y^l]j%kYd]kk]jna[]k& 6. K]d][ll`]ja_`lYfko]j2 c) O]emklZ]j][]hlan]lg^]]\ZY[c$af[dm\af_[gehdYaflk& d) L`]hjg[]\mj]emklZ]nakaZd]lgYddhYjla]kafngdn]\& 10. Oà[àkl`][gjj][lk]im]f[]g^Yhjg[]kkg^hjgna\af_Y [gehdYaflkYf\[dYaekk]jna[]7 a) ;geemfa[Ylagf$ [gehdYafl YfYdqkak$ j][]ahl$ k]jna[] hjgnakagf$ kYlak^Y[lagf Ykk]kke]fl Yf\ hjghgkYd ^gj aehjgn]e]fl& b) ;geemfa[Ylagf$ kYlak^Y[lagf Ykk]kke]fl$ j][]ahl$ [gehdYaflYfYdqkak$k]jna[]hjgnakagfYf\hjghgkYd^gj aehjgn]e]fl& c) ;geemfa[Ylagf$ j][]ahl$ k]jna[] hjgnakagf$ [gehdYafl YfYdqkak$ kYlak^Y[lagf Ykk]kke]fl Yf\ hjghgkYd ^gj aehjgn]e]fl& d) ;geemfa[Ylagf$ j][]ahl$ [gehdYafl YfYdqkak$ k]jna[] hjgnakagf$ kYlak^Y[lagf Ykk]kke]fl Yf\ hjghgkYd ^gj aehjgn]e]fl& 11. Oà[`g^l`]^gddgoaf_[jal]jaYakfglmk]^md^gjYkk]kkaf_ [gehdYaflk7 a) L`]eYaf[`Yff]dg^[mklge]jk]jna[]ak^Y[]%lg%^Y[]& a) L`]hgl]flaYdaehY[lgf[gehYfqaeY_]& b) L`] [mklge]j k]jna[] \]hYjle]fl [Yf af[j]Yk] l`] hjgâlYZadalqg^l`][gehYfq& b) L`]hgkkaZadalqg^]pl]jfYdY[lagf& c) L`][mklge]jk]jna[]\]hYjle]flakfglj]imaj]\afY dYj_][gehYfq& 180 d) L`]klY^^g^l`][mklge]jk]jna[]\]hYjle]fl\g]kfÍl f]]\ljYafaf_af[gehml]jkqkl]ek& c) L`][gehd]palqg^l`][gehdYafl& d) L`]j]d]nYf[]g^l`][gehdYafl& The customer service department 8 Ch ec k your lear ning Assess the importance of customer service to the company and identify its functions, stages and characteristics 1. =phdYaf o`q [gehYfa]k f]]\ Y [mklge]j k]jna[] \]% hYjle]fl& 2. FYe]Yld]Yklkapg^l`]hjaf[ahd]kg^[mklge]jk]jna[]& 3. AÂoYfllgâd]Y[gehdYaflYf\$^gjlàkhmjhgk]$AâddafY ^gjeYf\kmZealalnaYl`]Afl]jf]l$`goeYfq[`Yff]dkYe Amkaf_7Oà[`gf]k7 4. Dakll`]e]Ykmj]kl`Ylo]emklY\ghlj]_Yj\af_l`]klY^^ ogjcaf_afl`][mklge]jk]jna[]\]hYjle]fl& 5. O`Yl\][akagfkk`gmd\l`]eYfY_]e]flg^l`][gehYfq lYc] j]_Yj\af_ l`] ]ehdgq]]k ogjcaf_ af l`] [mklge]j k]jna[]\]hYjle]fl7 6. FYe] Yl d]Ykl l`j]] [`YjY[l]jakla[k lg Z] e]l Zq l`] [mklge]jk]jna[]klY^^& 7. O`YlYj]l`]akkm]kafoà[`l`]klY^^g^[mklge]jk]jna[] k`gmd\Z]kh][aâ[YddqljYaf]\7 8. Dakl l`] ^mf[lagfk l`Yl ]ehdgq]]k g^ l`] [mklge]j k]jna[]\]hYjle]flh]j^gje2 16. EYl[`]Y[`lYkcgjk]jna[]oalàlk[gjj]khgf\af_â]d\2 EYc]j][gee]f\Ylagfklg gl`]j\]hYjle]flk C]]hYj][gj\g^[gehdYaflk Yf\[dYaek 9fYdqk]km__]klagfkjYak]\ Afl]jfYddq =pl]jfYddq EYc]hjghgkYdk^gj aehjgn]e]fl Af^gjemk]jk 17. O`YlYj]l`]\a^^]j]fllqh]kg^[dYaekl`Yl[YfYjak]aô] `Yn]Y\akhml]oal`Y[gehYfq7 18. QgmYj]j]khgfkaZd]^gjl`]\]hYjle]flg^[mklge]jk]jna[] g^l`][gehYfq@gl]d]kJ]mfa\gk$K&D&Qgmj][]an]Yh`gf] [Ydd^jgekge]_m]klkg^@gl]dJ]q<Yna\$afDYk@]jYk\] <gfKYf[`g$[gehdYafaf_g^l`]ajklYq&L`]qo]j]_an]fY jggeg^Ydgo]j[Yl]_gjql`Yfl`]gf]Zggc]\$l`]q`Yn] Z]]fa_fgj]\Zql`]`gl]dklY^^Yf\l`j]Yl]flgâd]Y^gj% eYd[gehdYaflZ]^gj]l`];gfkme]j9_]f[qa^l`]qYj]fgl hjgh]jdq[geh]fkYl]\& a) Afl]jfYddq& 9fko]jl`]^gddgoaf_im]klagfk2 b) =pl]jfYddq& a) O`YlZ]`Ynagmjk`gmd\qgmY\ghlafl`]h`gf][Yddoal` l`gk]mfkYlakâ]\`gl]d_m]klk7 Mk]l`][gfl]flg^làk mfalYf\Mfal-$j]_Yj\af_gjYd[geemfa[Ylagf!& 9. Oà[` Yj] l`] [jal]jaY lg ^gje Y [mklge]j k]jna[] \]hYjle]fl7 10. ;mjj]fldql`]j]Yj]logoYqkg^h]j^gjeaf_l`]hjg[]kkaf_ g^[gehdYaflkYf\km__]klagfk&Oà[`Yj]l`]q7 Analyse the principles of customer service 11. O`YlakYfaeY_afYjqgj^Ydk][dYae7 12. O`Ylakl`]Y^l]j%kYd]kk]jna[]7 Identify the types of claim or demand and handle them 13. ;dYaek [Yf Z] _jgmh]\ aflg$ Yl d]Ykl$ l`j]] d]n]dk& Dakl l`]e& 14. Af hjaf[ahd]$ o`Yl caf\k g^ [dYaek Yj] lg Z] kgdn]\ Zq ]ehdgq]]kj]khgfkaZd]^gj[mklge]jk]jna[]7 15. Af\a[Yl]l`]klY_]kg^l`][dYaekYf\[gehdYaflk`Yf\daf_ hjg[]kkafoà[`l`][gehYfqYf\[mklge]jkYj]af[gf% lY[l& b) >addafl`]^gjekl`Ylo]`Yn]]phdYaf]\aflàkmfal^gj l`]`Yf\daf_g^[gehdYaflk$mkaf_â[lalagmk\YlYg^Zgl` [mklge]jkYf\l`]klYq& c) <][a\] o`Yl [geh]fkYlagf qgm [gmd\ g^^]j lg [mklge]jkYf\af^gjel`]_m]klkYZgmlalZq]%eYad mk] l`][gfl]flkd]YjflafMfal/$YZgmlojall]f[geemfa% [Ylagf!& d) AeY_af] l`Yl l`] [mklge]j \g]k fgl Y[[]hl l`] [geh]fkYlagfqgm`Yn]g^^]j]\3af^gjel`]_m]klYZgml l`]gmlka\]ghlagfkYnYadYZd]& 19. Ogjc af hYajk$ hj]hYj] gf] g^ l`] ^gddgoaf_ kalmYlagfk qgm [Yf mk] làk dafc2 `llh2''j]naklY&[gfkme]j&]k'o]Z' ]k'*((((1()'hjY[la[g'[gfk]bgW\]dWe]k'+()./&h`h! Yf\ h]j^gjealZ]^gj]qgmj[dYkkeYl]k& <a^^]j]fl_jgmhkk`gmd\[`ggk]\a^^]j]flkalmYlagfkYk^Yj YkhgkkaZd]&Gf]klm\]floaddhdYql`]jgd]g^l`][mklge]j Yf\l`]gl`]joaddZ]l`]]ehdgq]]j]khgfkaZd]^gj\]Ydaf_ oal`[gehdYaflkYf\[dYaek& 181 8 The customer service department Ch ec k your lear ning a) 9 [mklge]j Zmqk Y \j]kk kmal af Y \]hYjle]fl klgj] af kYd]k lae]& L`] kmal f]]\k kge] Ydl]jYlagfk af l`] kd]]n]k&Làk\]hYjle]flklgj]\g]kfÍlmkmYddq[`Yj_] ^gjl`]k]Ydl]jYlagfk$Zmll`]]ehdgq]]kYqkl`Yll`]j] akY[`Yj_]$làklae]Z][Ymk]l`]hmj[`Yk]oYkeY\]af kYd]klae]& b) 9[mklge]j[dYaekl`YlYdYhlghak\]^][lan]&L`]]ehdg% q]]kYqkl`Yll`][mklge]jemklhjgn]l`Yll`]\]na[] oYkfglogjcaf_o`]faloYk\]dan]j]\& c) Kge]Zggck`Yn]Z]]fhmj[`Yk]\gn]jl`]Afl]jf]l&L`] [mklge]jh`gf]kl`][gehYfqlgj]lmjfl`]e$Yk`]gj k`]Zgm_`ll`]Zggckd]kkl`Yf/\YqkY_g& d) 9oYkàf_eY[àf]aklYc]fZY[c\m]lgeYfm^Y[lmjaf_ \]^][lk&L`][gehYfql`Ylkgd\al\g]kfÍloYfllgeYc] l`]j]^mf\$Zmllg_an]l`][mklge]jkge]ngm[`]jk^gj l`]hmj[`Yk]g^hjg\m[lkafl`]kYe]]klYZdakè]fl& e) K]n]jYd[`Yajko]j]hmj[`Yk]\afY\]hYjle]flklgj]& 9kl`]qo]j]mf[ge^gjlYZd]$l`]qYj]j]lmjf]\lgl`] klgj]& Assess the importance of a proactive behaviour to foresee possible problems in the process. 20. @go[Yfl`][gehYfq^gj]k]][dYaekgj[gehdYaflkl`Yl alk[mklge]jkeYqdg\_]afl`]^mlmj]7 21. <gqgmlàfcl`Yl[gehdYaflkgj[dYaek[Yf`]dhl`][ge% hYfq7@go7 Process the documents created for handling queries, complaints and claims 22. 9d^gfkg Hj]r dg\_]\ Y [gehdYafl Y^l]j []d]ZjYlaf_ àk o]\\af_afKYdgf]k=d9eYf][]jZ][Ymk]g^l`]^gddgoaf_ af[a\]flkg[[mjjaf_\mjaf_l`][]d]ZjYlagf2 a) L`]Yegmflg^hjYofkoYkfgl]fgm_`^gjYddl`]_m]klk lgj]h]Yl$YkaloYkY_j]]\& b) L`]klY^^jm\]dqmj_]\l`]_m]klklgl`]]f\l`]hYjlq kggf& c) 9d^gfkgogmd\fÍl`Yn]dg\_]\l`][dYae^gjl`]j]Ykgfk YZgn]a^`]`Y\fÍlZ]]fj]im]kl]\lghYq^gjl`]e]fm g^log_m]klko`gâfYddq[gmd\fÍlYll]f\l`][]d]ZjY% lagf& O`Yl[dYaeaf_j]Ykgfkoadd9d^gfkgaf[dm\]afl`]^gje7 23. O`Yl kgdmlagfk [gmd\ Z] km__]kl]\ Zq l`] [gehYfq af j]khgfk] lg l`] _jgmf\k Ydd]_]\ af l`] [dYae \]k[jaZ]\ afl`]hj]nagmkY[lanalq7 182 24. O`Yl \YlY emkl Z] j][gj\]\ af l`] âd] l`Yl ak gh]f]\ o`]fY[mklge]jâd]kY[gehdYaflgjY[dYae7 Know the importance of consumer protection and apply the appropriate regulations 25. O`YlakY[gehdYafl^gje79f\Y[dYae^gje7 26. @goakl`][gfkme]jhjgl][l]\afKhYaf7O`Ylghlagfk Yj]YnYadYZd]lgY[gfkme]jo`goYflklg[gehdYaflgY [gehYfq7 27. 9 [mklge]j Zmqk Y \a]l hjg\m[l oal` kge] kmhhgk]\ Z]f]â[aYd`]Ydl`]^^][lk$YkYffgmf[]\afl`]Y\n]jlakaf_ ZjgY\[Ykl]\ gf l]d]nakagf Yf\ af\a[Yl]\ gf l`] hjg\m[l hY[cY_af_& @go]n]j$ l`] =mjgh]Yf >gg\ KY^]lq 9_]f[q =>K9!klYl]kl`Yll`]j]akfg]na\]f[]g^km[`Z]f]â[aYd `]Ydl`]^^][lkg^làkhjg\m[l&;Yfl`][gfkme]j[gehdYaf YZgmlal7O`q7 28. J]Y\l`]^gddgoaf_Yjla[d]2 9jla[d]gfl`]hjg[]\mj]^gjeYcaf_[gehdYaflkYf\[dYaek2 http://www.elmundo.es/sudinero/noticias/act-144-06. html Ojal]YkmeeYjqg^l`]eYafa\]Ykl`YlYj]\]n]dgh]\af l`]l]pl& O`YlhmZda[Y\eafakljYlagfkakkm]l`]klYf\Yj\k^gj[gf% kme]jkÍja_`lk7 A^ qgmj j]_agfYd _gn]jfe]fl `Y\ Y jmd] l`Yl ogmd\ _an][gfkme]jkegj]hjgl][lagfl`YfYjmd]Yl=mjgh]Yf d]n]d$ \g qgm làfc l`Yl [gehYfa]k ogmd\ Z] Yddgo]\ lg Yhhdq l`] =mjgh]Yf jmd] afkl]Y\ g^ l`Yl g^ qgmj j]_agfYd _gn]jfe]fl7 9f ]ehdgq]] g^ Yf YhhdaYf[]k Zmkaf]kk l]ddk qgm l`Yl l`] [gehYfq `]Y\imYjl]jk Yj] af l`] M&K& Yf\ l`Yl l`] dYok g^ l`Yl [gmfljq klYl] l`Yl l`] oYjjYflq h]jag\ ^gj l`]oYkàf_eY[àf]l`Ylqgm`Yn]bmklZgm_`lakk`gjl]j l`Yfl`]oYjjYflqh]jag\af=mjgh]&O`Ylogmd\qgmkYq lgl`Yl]ehdgq]]7 29. ?glg http://www.autocontrol.esYf\Yfko]jl`]^gddgo% af_im]klagfk2 a) O`Ylakl`]k[gh]g^làko]Zkal]7 b) <g]klàkafalaYlan]j]hdY[]l`]d]_Ydj]_mdYlagf7 c) O`YlakY[g\]g^]là[k7 d) O`Ylakl`]\a^^]j]f[]Z]lo]]fl`][dYaek`Yf\d]\Zq 9mlg[gfljgdYf\;ghq9\na[]k]jna[]7 Unit 9 After-sales service In this unit you’ll learn how to: <]âf]l`]Y^l]j%kYd]kk]jna[]Yf\alk kljm[lmj]oalàfl`]gj_YfarYlagf& 9kk]kkl`]aehgjlYf[]^gjY[gehYfqlg g^^]jYfY^l]j%kYd]kk]jna[]lgalk[mklge]jk& Cfgol`]Y^l]j%kYd]kk]jna[]kl`Yl [gehYfa]keYqg^^]j& A\]fla^ql`]hjgh]jY[lagfkYf\lggdk lgeYfY_]l`]imYdalqg^l`]Y^l]j%kYd]k k]jna[]& >af\Yf\âpeaklYc]kafY^l]j%kYd]kk]jna[]& A\]fla^ql`]lggdkl`YleYqZ]mk]\afl`] Y^l]j%kYd]kk]jna[]& And you’ll study: L`]lqh]kg^Y^l]j%kYd]kk]jna[]k& L`]j]dYlagfg^l`]Y^l]j%kYd]k k]jna[]oal`gl`]jhjg[]kk]k oalàfl`]gj_YfarYlagf& L`]l][`faim]kYf\lggdk^gjimYdalq eYfY_]e]fl& ImYdalqeYfY_]e]flafY^l]j%kYd]k k]jna[]& L`]kljm[lmjaf_g^l`]k]jna[]& EYfY_]e]fllggdk^gjY^l]j%kYd]k k]jna[]& 9 After-sales service 1. After-sales service Important 9^l]j%kYd]k k]jna[] ak gf] g^ l`] oYqklgY\\nYdm]lgYhjg\m[lgj k]jna[] Yf\ afngdn]k kmhhgjlaf_ [mklge]jk Yf\ eYcaf_ l`]aj j]dY% lagfoal`l`][gehYfq]Yka]j& Lg\Yq$egkl[gehYfa]kcfgol`Yll`]ajj]khgfkaZadalqlgimYdalqafYddhjg[]kk]kakfglgn]j o`]fl`]ajhjg\m[lkgjk]jna[]kYj]kgd\&L`]qcfgolàkakfÍlljm]Yf\Ydkgl`YlY^l]joYj\k l`]qemklhjgna\]YfY^l]j%kYd]kk]jna[]afgj\]jlg^mddqkYlak^ql`][mklge]j& O]\]âf]after-sales serviceYkYk]lgê][`YfakekYf\lYkckl`Yll`]gj_YfarYlagf mk]kY^l]jl`]kYd]ak\gf]lggZlYaflglYd[mklge]jkYlak^Y[lagfkgl`Yll`][mklge]j j]h]Ylkl`]kYd]$j][gee]f\kgmjZjYf\gjhjg\m[l$Yf\kggf& Afl]jekg^gZlYafaf_dgqYdlq^jgegmj[mklge]jk$l`]Y^l]j%kYd]kk]jna[]akgf]g^l`]egkl aehgjlYflakkm]kg^l`]kYd]hjg[]kk$kaf[]alk`gokgmj[gf[]jf^gjgmj[mklge]jkYf\Ydkg ljYfkealk l`] a\]Y l`Yl o] Yj] fgl gfdq afl]j]kl]\ af l`]e kh]f\af_ l`]aj egf]q af gmj [gehYfq& AfY\\alagf$l`]Y^l]j%kYd]kk]jna[]akgf]g^l`]egklaehgjlYflkgmj[]kgâf^gjeYlagfafY [gehYfq$Yddgoaf_mklgc]]haflgm[òal`[mklge]jkYf\mf\]jklYf\l`]aj^]]daf_kYf\hj]% ^]j]f[]kYZgmlgmjhjg\m[lk$Yf\o][Yf]n]fk]f\l`]ef]og^^]jkYf\hjgeglagfk& L`]j]^gj]$ Y^l]j%kYd]k k]jna[] k`gmd\ fgl Z] [gfka\]j]\ Yk Y kgmj[] g^ ]ph]fk]k gj [gklk Ydl`gm_àlakfgl^j]]!$ZmlYkYfafn]kle]fl$Y^mlmj]j]n]fm]_]f]jYlgj&Làkakl`]h]jkh][% lan]l`Ylegj]Yf\egj][gehYfa]kYj]Y\ghlaf_Zqhjgna\af_YimYdalqY^l]j%kYd]kk]jna[]lg [YjjqgfZ]af__dgZYddq[geh]lalan]& Kh][aâ[Yddq$l`]eYafreasons^gjlYcaf_l`]lae]Yf\]^^gjllgc]]hl`][mklge]jj]dYlagfkàh Z]qgf\l`]kYd]Yj]2 Vocabulary Loyalty.LàkeYjc]laf_[gf[]hlak YZgmleYcaf_l`][gehYfqÍk[mk% lge]jk j]eYaf dgqYd lg al$ l`Yl ak lgkYq$c]]hgfZmqaf_alkhjg\m[lk gjk]jna[]k& Alakhjgn]fl`Ylalak]Yka]jlgk]ddegj]hjg\m[lkgjYf]ohjg\m[lgjk]jna[]lgkYlakâ]\ mk]jkl`Yfâf\af_f]o[mklge]jklgZmqgmjhjg\m[lkgjk]jna[]k& KYlakâ]\ mk]jk Yj] l`] Z]kl kgmj[]$ l`jgm_` l`]aj j][gee]f\Ylagfk$ lg _Yaf Y[[]kk lg hgl]flaYdf]o[mklge]jk& NakalklgkYlakâ]\[mklge]jk_an]mkl`][`Yf[]lggZlYaff]oa\]Yklgaehjgn]l`]hjg\m[l gjk]jna[]l`Yll`][gehYfqk]ddk& 9dl`gm_` l`] Y\nYflY_]k g^ `Ynaf_ Yf Y^l]j%kYd]k k]jna[] Yj] mf\]faYZd]$ l`]j] Yj] []jlYaf \akY\nYflY_]k l`Yl [gehYfa]k Ydkg Ykk]kk$ Yk k`gof af l`] ^gddgoaf_ [gehYjakgf LYZd]1&)!2 Advantages Do you know that...? 9 kYlakâ]\ [mklge]j oadd j][g% ee]f\Yhjg\m[lgjk]jna[]lgYl d]Ykll`j]]hgl]flaYd[mklge]jk&Af [gfljYkl$ Y \akkYlakâ]\ [mklge]j e]Yfk l`] dgkk g^ l]f hgl]flaYd [mklge]jk$ Yk h]ghd] mkmYddq l]dd f]_Ylan] ]ph]ja]f[]k jYl`]j l`Yf l`]hgkalan]gf]k& 184 Disadvantages Alhjgna\]k_j]Yl]j[mklge]jkYlak^Y[lagf& Alafngdn]k[]jlYaf[gklk& Al aehjgn]k l`] aeY_] g^ l`] [gehYfq Yf\ alkhjg\m[lkgjk]jna[]k& Alf]]\klgZ][gfljgdd]\& Alaehjgn]k\aj][lcfgod]\_]g^l`]eYjc]l& Al [Ymk]k Y hgkkaZd] af[j]Yk] af l`] fmeZ]j g^ [dYaek& Alafngdn]khgl]flaYd[mklge]jdgqYdlq& Alaehda]k_j]Yl]j\]eYf\k^gjk]jna[]Yf\imYdalq& Alaehda]kYdac]dqaf[j]Yk]afkYd]k& Al[Ymk]kegj]klY^âf_f]]\k& Table 9.1. 9\nYflY_]kYf\\akY\nYflY_]kg^l`][gehYfqÍkY^l]j%kYd]kk]jna[]& 1.1. Types of after-sales service 9^l]j%kYd]kk]jna[]kYj]mkmYddqj]dYl]\lgl`]oYjjYflql`Yl[gehYfa]khjgna\]gflYf_aZd]$ dgf_%dYklaf_hjg\m[lk3`go]n]j$oàd]làkoYjjYflqakgf]g^l`]egkl[geegfY^l]j%kYd]k k]jna[]k$alakfgll`]gfdqgf]l`YleYqZ]hjgna\]\& After-sales service 9 L`mk$Y^l]j%kYd]kk]jna[]k[YfZ]g^\a^^]j]fltypes,Yko][Yfk]]aflàklYZd]2 L`gk]j]dYl]\lgkYd]khjgeglagf&AfhYjla[mdYj$l`]qYddgomklghjgegl]kh][aYdg^^]jkgj\ak[gmflklggmj ^j]im]fl[mklge]jkgj]f[gmjY_]l`]elghYjla[ahYl]af[gfl]klkgjko]]hklYc]k$Yegf_gl`]jhgkkaZadala]k& Promotional >gj]pYehd]$eYfqeYddkYf\[`Yafklgj]kg^^]jl`]aj[mklge]jkY[Yj\lgY[[memdYl]egf]q^gjl`]ajf]pl hmj[`Yk]kafl`]kYe]]klYZdakè]flk3gl`]j[gehYfa]kk]f\l`]aj[mklge]jkYegfl`dqeY_Yraf]hjgeglaf_ l`]ajf]ohjg\m[lkYf\[gf\m[laf_ko]]hklYc]k& L`gk]k]jna[]kj]dYl]\lg[mklge]jkeglanYlagf$km[`Yk[gf_jYlmdYlaf_l`]e^gjl`]ajZajl`\Yq$k]f\af_l`]e Y_a^l$[Yddaf_l`]elgYkca^l`]qj][]an]\l`]hjg\m[lgflae]Yf\mf\]jl`]Y_j]]\[gf\alagfk$gjYkcaf_ l`]eYZgmll`]âjklo]]cg^mk]g^l`]hjg\m[ll`]qZgm_`l& Psychological Làk fgl gfdq Yddgok l`] [gehYfq lg k`go l`Yl al [Yj]k YZgml [mklge]jk$ Zml Ydkg `]dhk al cfgo l`] aehj]kkagfkYZgmll`]hjg\m[lYf\$^gj]pYehd]$cfgo`gol`]q[YfZ]aehjgn]\& >gj ]pYehd]$ làk lqh] g^ Y^l]j%kYd]k k]jna[] ak Y [geegf hjY[la[] g^ k]n]jYd Zgmlaim] [`Yafk l`Yl k]f\ Y _j]]laf_[Yj\oal`Yngm[`]jl`Yl[YfZ]]p[`Yf_]\^gjhjg\m[lkYll`]ajklgj]kYkYZajl`\Yqhj]k]fl& Security L`gk]hjgna\af_hjgl][lagf^gjl`]hmj[`Yk]g^l`]hjg\m[l$km[`YkYoYjjYflq[gn]jaf_Y[]jlYafh]jag\Y^l]j l`]hmj[`Yk]gjl`]hgkkaZadalqgêYcaf_j]^mf\ka^[mklge]jkYj]fglkYlakâ]\& L`]kdg_Yfg^Y^YegmkKhYfak`[gehYfqakY_gg\]pYehd]g^làk2"Kafgim]\YkYlak^][`g$d]\]ngdn]egkkm \af]jg"& L`gk]afngdnaf_YeYafl]fYf[]gjkmhhgjlk]jna[]&;gehYfa]keYqhjgna\]afklYddYlagfk]jna[]kYf\ljYafaf_gf hjg\m[lmkY_]$gjk[`]\md]^gddgo%mhnakalklg]fkmj]l`Yll`][mklge]jakeYcaf__gg\mk]g^l`]hjg\m[lYf\ `YkfghjgZd]eoalàl& Maintenance L`]Y\n]jlakaf_kdg_Yfg^Yl]d][geemfa[Ylagfkgh]jYlgjakY_gg\]pYehd]2"Fm]kljgk[da]fl]kna]f]fhgj]d Y`gjjg$h]jgk]im]\YfhgjdY[Yda\Y\\]dk]jna[agl[fa[g"& 9Zgn]Ydd$làkcaf\g^Y^l]j%kYd]kk]jna[]Yddgokl`][gehYfqlgc]]halkj]dYlagfoal`l`][mklge]j$Z][Ymk] ^jgelae]lglae]Ye]eZ]jg^l`][gehYfqemklZ]aflgm[òal`l`][mklge]j& Table 9.2. Lqh]kg^Y^l]j%kYd]kk]jna[]afl`][gehYfq& Case study 1. Types of after-sales service L`][gehYfq;eYjY>dYk`$K&9&akafl`]Zmkaf]kkg^k]ddaf_ h`glg_jYhà[]imahe]fl^gjhjg^]kkagfYdk& O`Ylcaf\g^Y^l]j%kYd]kk]jna[]k[gmd\alg^^]j7 Solution: Promotional: - Al[Yf_an]Y\ak[gmflgfl`]k][gf\hjg\m[ll`Yll`] [mklge]jZmqk& - Gf[]Yq]Yj$al[Yf[gf\m[lYko]]hklYc]Yegf_alkj]_m% dYj[mklge]jk[gfkaklaf_g^h`glg_jYh`q]imahe]fl& Psychological: - Al[Yf[Yddalk[mklge]jkoalàfl]f\Yqkg^hmj[`Yk]g^Y f]o[Ye]jYlgYkca^l`]qYj]kYlakâ]\Yf\a^l`]q`Yn] Yfqim]klagfkgjhjgZd]ekYf\f]]\`]dh& - Al[Yfk]f\Y;`jakleYk_j]]laf_[Yj\lgYddalk[mklge]jk& Security: - Afl`]]n]flg^[mklge]j\akkYlak^Y[lagf$;eYjY>dYk`$ K&9&oaddj]^mf\l`]egf]qgjoaddj]hdY[]l`][Ye]jY& Maintenance: - ;eYjY>dYk`$K&9&oaddh]j^gje]imahe]fl[`][cYf\ j]hYajk& Activities 1. Làfcg^l`]hjg\m[lkgjk]jna[]kl`Ylqgm`Yn]mk]\dYl]dq& @Yn]qgmZ]]f_an]fYfqY^l]j%kYd]kk]jna[]7<a\qgm`Yn] lg Yhhdq h]jkgfYddq ^gj Yfq g^ l`]k] k]jna[]k7 L]dd qgmj ]ph]ja]f[]& 2. AeY_af] l`Yl qgm ogjc ^gj l`] Y^l]j%kYd]k k]jna[] g^ Y eYbgj [Yj [gehYfq& ?an] Yl d]Ykl gf] ]pYehd] g^ ]Y[` lqh]g^k]jna[]l`Ylqgm[gmd\g^^]jlgaf[j]Yk][mklge]j kYlak^Y[lagf& 185 9 After-sales service L`] nYjagmk Y[lanala]k l`Yl lYc] hdY[] Y^l]j l`] kYd] g^ hjg\m[lk Yf\ k]jna[]k ^Ydd aflg log eYaf_jgmhk2l][`fa[Ydk]jna[]k[Yjja]\gmlgfhjg\m[lkYf\k]jna[]khjgna\]\lg[mklge]jk o`g`Yn]hmj[`Yk]\l`]hjg\m[lgjk]jna[]&Aflmjf$l`]j]Yj]\a^^]j]fl[Yl]_gja]koalàfZgl` _jgmhk&D]lÍkdggcYll`]^gddgoaf_lYZd]k& Installation Maintenance Alaf[dm\]kYk]lg^gh]jYlagfkh]j^gje]\gfl`]hj]eak]kg^l`][mklge]jlg_]ll`]hjg\m[lj]Y\qlgmk]$ Yf\Ydkgaf[dm\]kZjaf_af_alaflggh]jYlagf&L`][gehd]palqg^làkhjg[]kk\]h]f\kgfl`][`YjY[l]jakla[k g^l`]hjg\m[lalk]d^Yf\[YfZ][Yjja]\gmlZqkh][aYdaklkgjZql`]mk]j3aflàk[Yk]$l`]afklYddYlagfemkl Z]kaehd]Yf\]phdYaf]\l`jgm_`kl]h%Zq%kl]hafkljm[lagfkl`Ylemkl_goal`l`]hjg\m[l&>gj]pYehd]2 k]d^%Ykk]eZdq^mjfalmj]& EYfqhjg\m[lkkm^^]jo]YjYkYj]kmdlg^l`]ajmk]$oà[`[Yf[Ymk]l`]elg^Yadafh]j^gjeaf_l`]aj^mf[lagfk Yf\$l`mk$[mklge]j\akkYlak^Y[lagf&LgYnga\làk$eYafl]fYf[]Y[lanala]kemklZ][Yjja]\gmllgj]klgj]kge] g^l`]^]Ylmj]kg^l`]hjg\m[lYf\lgeYaflYafgl`]jk& EYafl]fYf[]eYqaf[dm\][`][ck$[d]Yfaf_$dmZja[Ylagf$f]ohYjlk$Yf\kggf& J]hYajkYj][Yjja]\gmloal`l`]Yaeg^j]klgjaf_l`]^]Ylmj]kg^l`]hjg\m[ll`YlYj]fglogjcaf_Zqj]hdY[af_ hYjlkYf\'gj[gehgf]flk$gjl`jgm_`kaehd]Y\bmkle]flk& Repairs <mjaf_Yh]jag\g^lae]$cfgofYkl`]oYjjYflqh]jag\$l`]kmhhda]joaddj]hYajl`]hjg\m[l^j]]g^[`Yj_]lg l`][mklge]ja^hj]nagmkj]imaj]e]flkYj]e]l oà[`mkmYddq[gfkaklg^c]]haf_l`]j][]ahlg^l`]hmj[`Yk] Yf\Z]af_oalàfl`]eYpaemel]jeg^l`]oYjjYflq!& Table 9.3. Lqh]kg^l][`fa[Ydk]jna[]k^gjl`]hjg\m[lk& Do you know that...? 9[[gj\af_ lg DYo *+'*((+ g^ ?mYjYfl]]kaf;gfkmehlagf?gg\k$ l`] eafaeme oYjjYflq h]jag\ ^gj dgf_%dYklaf_hjg\m[lkaklogq]Yjk& Training for use L`]l][`fa[Ydk]jna[]kdakl]\afLYZd]1&+[YfZ]hjgna\]\Zqhjg\m[]jkafl`]ajgof^Y[adala]kgj [YfZ]gmlkgmj[]\lggl`]j[gehYfa]k$Zml$afYfq[Yk]$l`]qemklZ]h]j^gje]\Zqhjgh]jdq ljYaf]\klY^^& L`] k]jna[]k l`Yl [Yf Z] hjgna\]\ \aj][ldq lg [mklge]jk o`g hmj[`Yk] gmj hjg\m[lk gj k]jna[]kYj]l`]^gddgoaf_2 L`][gehYfqk`gmd\]klYZdak`Ykqkl]eg^[geemfa[Ylagfoal`l`][mklge]jo`]j]Zqalcfgok`gol`] [mklge]jmk]kalkhjg\m[lkYf\akYZd]lgljYafgj_ma\][mklge]jklg\gkg]^^][lan]dqYf\_]ll`]egklgml g^l`]e& Af[gehd]phjg\m[lkl`Ylj]imaj]Ykh][aYdafklYddYlagfZqkh][aYdaklkgjZql`][mklge]j$l`]k]k]jna[]k[YfZ] [geZaf]\&L`]k]Y[lanala]kYj]egj]\a^â[mdllg^jYe]afl`][Yk]g^kaehd]hjg\m[lkgjk]jna[]k$Ykkge]lae]k l`]qgn]jdYhoal`l`]kYd]gjl`]hjgnakagfg^l`]ZYka[k]jna[]& L`]]pakl]f[]g^Y[gehdYaflhjgn]kl`]]pakl]f[]g^YhgkkaZd]\]^][lafl`]hjg\m[lgjk]jna[]l`YlY^^][lk [mklge]jkYlak^Y[lagf&9dl`gm_`[gehdYaflkYf\[dYaekYj]Ykgmj[]g^nYdmYZd]af^gjeYlagf$Yko]klm\a]\ afl`]hj]nagmkmfal$l`]q\gfÍlf][]kkYjadqj]^d][ll`]j]Ydalqg^kqkl]eh]j^gjeYf[]$kaf[]kge][mklge]jk eYq[gehdYaf]n]fa^l`]hjg\m[lgjk]jna[]e]]lkl`]j]imaj]e]flk$oàd]gl`]jk\gfgl[gehdYaf]n]fa^ l`]j]Yj]hjgZd]ek& L`mk$l`]j]akYfmeZ]jg^^Y[lgjkl`Ylaf^dm]f[]hgl]flaYd[gehdYaflk2 Handling of complaints and claims % Customers’ characteristics: l`] ^Y[l g^ âdaf_ Y hgl]flaYd [gehdYafl ak af^dm]f[]\ Zq [`YjY[l]jakla[k g^h]ghd]km[`YkY_]$]\m[YlagfYdd]n]dgj[`YjY[l]j$Yegf_gl`]jk& % Importance of the product or service: l`]fmeZ]jg^[gehdYaflkl]f\klg_jgo^gjnYdmYZd]hjg\m[lk Yf\k]jna[]k$Yk[mklge]jk[Yffgla_fgj]gjY[[]hl^Yadmj]]Ykadq& % Unit price:o`]fl`][mklge]j`YkhYa\YdYj_]kmelg]fbgqYhjg\m[lgjk]jna[]$`]gjk`]mkmYddq]ph][lk egj]^jgel`]k]jna[]$Yf\o`]fl`]hjg\m[lgjk]jna[]\g]kfÍle]]ll`]k]]ph][lYlagfk$Y[gehdYafl mkmYddqYjak]k&:q[gfljYkl$l`]dgo]jl`]hja[]g^l`]hjg\m[l$l`]d]kk[gehdYaflk& % Moment when the problem appears:l`]^Yadmj]g[[mjjaf_dgf_Y^l]jl`]hmj[`Yk]$hjaeYjadqafdgf_%da^] hjg\m[lk$akYkkme]\lgZ]fgjeYdYf\\g]kfÍlmkmYddq[Ymk][gehdYaflkgj[dYaek& Table 9.4. Lqh]kg^k]jna[]khjgna\]\lg[mklge]jk& 186 After-sales service 9 2. Relationship of the after-sales service with other processes within the company L`] Y^l]j%kYd]k k]jna[] [Yffgl Z] hdYff]\ af\]h]f\]fldq ^jge gl`]j hjg[]kk]k oalàf l`] gj_YfarYlagfl`Yl`Yn]YfaehY[lgfhdYffaf_$[j]YlagfYf\eYjc]laf_g^Yhjg\m[lgjk]jna[]$ YkYddl`]k]hjg[]kk]khmjkm]Ykaf_d]_gYd2[mklge]jkYlak^Y[lagf& SatisfactionakYkmZb][lan]e]Ykmj]l`Yl\]h]f\kgfl`]lglYdnYdm]l`Yll`][gfkme]j `YkYkka_f]\lgl`]hjg\m[lgjk]jna[]Yf\gfl`]h]j[]hlagfg^l`]]pl]fllgoà[`l`] hjg\m[lgjk]jna[]^mdâdklàknYdm]& L`mk$l`]total valuel`YlY[gfkme]jYkka_fklgYhjg\m[lgjk]jna[]ak^gje]\Zql`j]]^Y[lgjk2 Purchase value: l`][mklge]jogf\]jk`goem[`nYdm]l`]hjg\m[lgjk]jna[]oaddZjaf_& Usage value: alakj]dYl]\lgl`]kYlak^Y[lagfl`YlYhjg\m[lgjk]jna[]Zjaf_k\mjaf_alkmk]& Final value: alakl`]kYlak^Y[lagfl`Yll`][mklge]jgZlYafkY^l]jl`]o`gd][gfkmehlagf ]ph]ja]f[]& Kaf[]l`]o`gd]nYdm]ak[j]Yl]\l`jgm_`l`]^mdd]ph]ja]f[]mkaf_l`]hjg\m[lgjk]jna[]$^jge hmj[`Yk]lglglYd[gfkmehlagf$[gehYfa]kemklg^^]jYkgda\Y^l]j%kYd]kk]jna[]lghjgna\] [mklge]jkYlak^Y[lagfY^l]jl`]hmj[`Yk]& 2.1. After-sales service and its relationship to quality 9ko]`Yn]k]]f$l`]Y^l]j%kYd]kk]jna[]akn]jqaehgjlYflafY[à]naf_l`]imYdalqg^Yhjg\m[l gjk]jna[]&Alakl`]dYklkl]hafl`][`Yafg^hjg[]kk]kl`YlZ]_afkoal`l`]j]k]Yj[`gfeYjc]l Yf\[mklge]jf]]\kYf\]f\koal`kYlak^Y[lagfYkk]kke]flYf\a\]flaâ[Ylagfg^f]of]]\k Yf\aehjgn]e]flk&Làkako`]j]l`]Y^l]j%kYd]kk]jna[]hdYqkalkjgd]& Fgoo]oaddklm\ql`]j]dYlagfg^l`]Y^l]j%kYd]kk]jna[]oal`l`]gl`]jhjg[]kk]kYae]\Yl Y[à]naf_imYdalqhjg\m[lkYf\k]jna[]k&9koal`Yddhjg[]kk]koalàfYfgj_YfarYlagf$l`]âjkl kl]hakgZlYafaf_l`]f][]kkYjqaf^gjeYlagflgcfgooà[òYqlg_gafhjg\m[lagf& <]h]f\af_ gf l`] klY_] g^ l`] hjg\m[l gj k]jna[]$ l`] gj_YfarYlagf emkl Y\ghl \a^^]j]fl competitive strategieslgaf[j]Yk]kYd]kgj$a^f][]kkYjq$lgkdgokYd]k\][j]Yk]&L`]aehd]% e]flYlagf g^ l`]k] kljYl]_a]k hYjla[mdYjdq Y^^][lk l`]after-sales service$ oà[` ak mk]\ af l`]\a^^]j]flklY_]kYkYlggdlgY[à]n]l`]Z]klhgkkaZd]Zmkaf]kk_gYdk$Yko]oaddk]]afl`] ^gddgoaf_k][lagfk& Vocabulary Competitive strategy.Alj]^]jklg Ydd Y[lagfk mf\]jlYc]f Zq l`] [gehYfq lg \]^]f\ alk eYjc]l hgkalagf& L`] ]d]e]flk l`Yl [Yf ]f\Yf_]j làk hgkalagf Yj] [ge% h]lalgjk [mjj]fl Yf\ ^mlmj]!$ l`] ZYj_Yafaf_hgo]jg^kmhhda]jkYf\ [mklge]jk Yf\ l`] Yhh]YjYf[] g^ kmZklalml]_gg\k& A. Inputs from business environment Inputs from business environmentYj]Yddl`]af^gjeYlagfl`Yll`][gehYfq_Yl`]jk ^jgel`]]fnajgfe]fl&AleYqZ]kh][aâ[af^gjeYlagfg^YZmkaf]kkk][lgj ^gj]pYehd]$ YZgml[geh]lalgjkgjlqh]kg^[mklge]jk!gj_]f]jYdaf^gjeYlagf ^gj]pYehd]$YZgml dYokYf\j]_mdYlagfkY^^][laf_hjg\m[lagfgjeYjc]laf_!& Needs and expectations of customers: [gehYfa]kmk]loglggdklge]]l]ph][lYlagfk Yf\f]]\kg^[mklge]jk3âjkldq$eYjc]lj]k]Yj[`$Yf\k][gf\dq$l`]j]kmdlkg^l`]Y^l]j%kYd]k k]jna[]&Oal`làkaf^gjeYlagf3l`]gj_YfarYlagf[Yfegn]^gjoYj\Yf\[j]Yl]f]ohjg\m[lk gjk]jna[]kgjaehjgn]]paklaf_gf]klge]]l[mklge]j\]eYf\k& Competitors:[geh]lalagfaf[mjj]fleYjc]lkakn]jqà_`&L`]j]^gj]$l`]Y^l]j%kYd]kk]jna% []akhYjlg^l`][gehYfqÍk[geh]lalan]kljYl]_q$kaf[]hjgna\af_YZ]ll]jk]jna[]l`Yfgl`]j [gehYfa]kZ][ge]kY`m_]Y\nYflY_]gn]j[geh]lalgjk& Watch out! ImYdalq ak Y kmZb][lan] [gf[]hl$ Yf\$l`]j]^gj]$alak\qfYea[ Ykal ak [gfklYfldq [`Yf_af_! Yf\ fgf% mfan]jkYd kaf[] al \]h]f\k gf ]Y[`[mklge]jgjk][lgj!& 187 9 After-sales service B. Inputs from other internal processes Watch out! =ph][lYlagfk Yj] [dYkkaâ]\ aflg k]n]jYdlqh]k&=n]jqlàf_\]h]f\k gfl`][da]flYf\k]jna[]^]Ylmj]k$ Ykl`]j]Yj][da]flko`gYj]egj] kYlakâ]\ l`Yf gl`]jk oal` l`] kYe] imYdalq g^ k]jna[] gj hjg% \m[l& L`]lqh]kg^]ph][lYlagfkYj]2 Expected service: al ak o`Yl l`][mklge]j]ph][lklggZlYaf ^jge Y k]jna[] gj hjg\m[l& >gj ]pYehd]$ a^ o] klYq af Y -%klYj `gl]d$ o] ogfÍl Yddgo Yfq eak% lYc]afl`]k]jna[]& Adequate service: al ak l`] ea% faeme d]n]d ]ph][l]\ ^jge Y hjg\m[lgjk]jna[]&>gj]pYehd]$ aô]klYqafY`gkl]d$o]]ph][l allgZ][d]YfYf\[ge^gjlYZd]& L`] Y[lagfk g^ l`] gl`]j \]hYjle]flk af l`] gj_YfarYlagf af^dm]f[] l`] \]n]dghe]fl g^ Y _gg\gjZY\[mklge]jk]jna[]&L`]j]^gj]$o]emklcfgol`]fYlmj]g^l`gk][jala[Ydhjg[]kk]k lgl`]Y^l]j%kYd]kk]jna[]2 Quality strategic plan: Ydd l`] hjg[]kk]k lYcaf_ hdY[] oalàf Yf gj_YfarYlagf emkl Z] gja]fl]\ lgoYj\k gZlYafaf_ hjg\m[lk Yf\ k]jna[]k l`Yl e]]l l`] imYdalq klYf\Yj\k l`Yl `Yn] Z]]f kljYl]_a[Yddq hdYff]\ Zq l`] [gehYfq& L`mk$ Ydd \]hYjle]flk emkl cfgo Yf\ [gehdq oal` l`]aj hYjl g^ l`] hjg[]kk lg Y[à]n] l`] \]kaj]\ imYdalq& 9^l]j%kYd]k k]jna[]emklYdkge]]ll`]\]kaj]\imYdalqYf\oaddmf\gmZl]\dqZ]f]âl^jgel`]hjgh]j h]j^gjeYf[]g^gl`]j\]hYjle]flk& Sold product or service:l`]Y^l]j%kYd]kk]jna[]ak\]n]dgh]\Y^l]jl`]kYd]g^l`]k]jna[]gj hjg\m[l$oà[èYq`Yn]Ydj]Y\qZ]]f[gfkme]\ ^gj]pYehd]$^gg\!$Z]afmk] ^gj]pYe% hd]$Y[Yjl`YlZj]Yck\gof!gj]n]fj]eYafmfmk]\ ^gj]pYehd]$Y[gehml]j]imahe]fl l`Ylakq]llgZ]afklYdd]\!& Characteristics, scope and management of products and services: l`] Y^l]j%kYd]k k]jna[]emklcfgoYddl`]^]Ylmj]k$daealYlagfkYf\mkY_]_ma\]daf]kg^l`]hjg\m[lgjk]j% na[]lghjgna\]l`]YhhjghjaYl]j]khgfk]lg[mklge]jk& Process development in previous periods: l`]Y^l]j%kYd]kk]jna[]emklc]]hYj][gj\gâlk Y[lagfkafgj\]jlg[gfklYfldqaehjgn]alkk]jna[]& Quality warranty: \mjaf_ hjg\m[lagf gj ]p][mlagf h]jag\k$ ]jjgjk [Yf g[[mj& Lg hj]n]fl l`]k]eaklYc]k^jgeaehY[laf_lggf]_Ylan]dqgf[mklge]jkYlak^Y[lagf$oYjjYflqh]jag\k Yj]hjgna\]\&<mjaf_l`]k]h]jag\k$l`]hjg\m[]jgjk]jna[]hjgna\]jakj]khgfkaZd]^gjl`] ^Yadmj]k& L`] l]jek Yf\ k[gh] g^ làk j]khgfkaZadalq Yj] âp]\ Ydkg Zq dYo$ Yk e]flagf]\ YZgn]!Yf\emklZ]cfgoflgl`]Y^l]j%kYd]kk]jna[]& Available resources: lg hjgh]jdq \]n]dgh alk Y[lanalq$ l`] Y^l]j%kYd]k k]jna[] emkl `Yn] eYl]jaYd$`meYf$âfYf[aYdYf\af^gjeYlagfj]kgmj[]kl`Yll`]gj_YfarYlagfk`gmd\hjgna\]& C. Outputs to business environment 9kYj]kmdlg^Y^l]j%kYd]kk]jna[]Y[lanala]k$l`][gehYfqeYqgZlYaf[]jlYaf]d]e]flkl`Yl Yj]Y\\j]kk]\lgl`]gmlka\]g^l`]gj_YfarYlagf$l`YlaklgkYq$lgl`]eYjc]l&L`]k]Yj]l`] ^gddgoaf_2 Product or service fit for use: làk ]d]e]fl ak l`] j]kmdl g^ l`] k]jna[]k g^ afklYddYlagf$ eYafl]fYf[]Yf\j]hYajk$l`]^mf[lagfgôà[àklgc]]hYf\'gjj]klgj]l`]hjg\m[lgj k]jna[]^]Ylmj]kl`YlYj]j]imaj]\lge]]ll`][mklge]jf]]\kgjlg[j]Yl]l`]hjgh]jmkY_] [gf\alagfk$Ykafl`][Yk]gâfklYddYlagfk& Training for use: Yk o] `Yn] k]]f$ gf] g^ l`] ^mf[lagfk g^ l`] Y^l]j%kYd]k k]jna[] ak lg hjgna\]l`][mklge]joal`l`]f][]kkYjqkcaddklgmk]l`]hjg\m[lgjk]jna[]& Web Lgd]Yjfegj]YZgmll`]]ph][lY% lagfk g^ Y hgl]flaYd [mklge]j$ [`][cl`]^gddgoaf_dafc2 https://portal.uah.es/portal/ page/por tal/GP_EPD/PG-MAASIG/PG-ASIG-34322/TAB42351/ CS.5.%20Las%20expectativas %20claves%20de%20los%20 clientes.pdf 188 Customer satisfaction: l`]Y^l]jkYd]k%k]jna[]akYhgo]j^md]d]e]fllg[j]Yl][mklge]j kYlak^Y[lagfYf\$l`]j]^gj]$lghjgna\]egj]nYdm]lgl`]hjg\m[lgjk]jna[]& Solution to a complaint or claim:Yko]`Yn]Ydkgklm\a]\$Yfgl`]j^mf[lagfaklghjgna\] ]^^][lan]kgdmlagfklg[mklge]j[gehdYaflk& D. Outputs to other internal processes 9ko]]phdYaf]\YZgn]$l`]Y^l]j%kYd]kk]jna[]akj]dYl]\lggl`]jhjg[]kk]koalàfl`][ge% hYfqZqgZlYafaf_af^gjeYlagfYf\j]kgmj[]k^jgel`]e$ZmlYdkgZqg^^]jaf_af^gjeYlagfYf\ mk]^md]d]e]flk&L`mk2 After-sales service 9 Information for the control of processes: l`]Y^l]j%kYd]kk]jna[][Yf[gdd][lmk]^mdaf^gj% eYlagf^gjgl`]j\]hYjle]flkoalàfl`]gj_YfarYlagf&>gj]pYehd]$al[Yf\]l][lYf]jjgj afhjg\m[lagfl`jgm_`[gfklYfl[gehdYaflk& Assessment of products and processes: oal`l`]af^gjeYlagfgZlYaf]\Zql`]Y^l]j%kYd]k k]jna[]l`][gehYfqoaddZ]YZd]lg2 – 9kk]kk [mklge]j kYlak^Y[lagf j]_Yj\af_ l`] hjg\m[l gj k]jna[]$ Zq [gehYjaf_ [j]Yl]\ ]ph][lYlagfkYf\l`]j]kmdll`YlakâfYddqgZlYaf]\Zql`][gfkme]j&>gj]pYehd]$a^l`] Y\n]jlakaf_[YehYa_f]pY__]jYl]\kge]Ykh][lkYf\[j]Yl]\]ph][lYlagfkl`YlYj]fgl ]n]flmYddqe]l& – A\]fla^qghhgjlmfala]k^gjaehjgn]e]fll`jgm_`[mklge]j^]]\ZY[c& Inputs from business environment: F]]\kYf\]ph][lYlagfkg^[mklge]jk& ;geh]lalgjk& After-sales service GmlhmlklgZmkaf]kk]fnajgfe]fl2 Af^gjeYlagf^gjl`][gfljgdg^hjg[]kk]k& 9kk]kke]fl g^ hjg\m[lk Yf\ hjg[]kk]k2 Ykk]k [mklge]j kYlak^Y[lagf Yf\ \]l][l ghhgjlmfala]k^gjaehjgn]e]fl& Inputs from other internal processes: ImYdalqkljYl]_a[hdYf& Kgd\hjg\m[lgjk]jna[]& ;`YjY[l]jakla[k$k[gh]Yf\eYfY_]e]flg^l`]hjg\m[lgjk]jna[]& Hjg[]kk\]n]dghe]flafhj]nagmkh]jag\k& ImYdalqoYjjYflq& 9nYadYZd]j]kgmj[]k& Gmlhmlklggl`]jafl]jfYdhjg[]kk]k2 Hjg\m[lgjk]jna[]âl^gjmk]& LjYafaf_^gjmk]& D]n]dg^[mklge]jkYlak^Y[lagf& KgdmlagflgY[gehdYaflgj[dYae& Scheme 9.1. AfhmlkYf\gmlhmlkg^l`]Y^l]j%kYd]kk]jna[]& Case study 2. The after-sales service in relation to product life cycle L`][gehYfqLPH$K&9&eYfm^Y[lmj]k]khj]kkg[g^^]]eY[à% f]k^gj[Y^]kYf\j]klYmjYflk&D]lÍk`Yn]YdggcYll`]\a^^]j]fl hjg[]kk]klYcaf_hdY[]aflàk[gehYfqlghjg\m[]Yf]oeg\]d Yf\l`]j]dYlagfkàhg^Yddg^l`]eoal`l`]Y^l]j%kYd]kk]jna[]& Solution: Afhmlk a) From business environment: l`] eYjc]laf_ \]hYjl% e]fleYc]kYeYjc]lj]k]Yj[`$oà[`j]n]Ydkl`Yl[mk% lge]jkoYfll`][g^^]]eY[àf]klglYc]mhd]kkkhY[]& AlYdkgj]n]Ydkl`Yll`][g^^]]eY[àf]khjg\m[]\Zqalk eYbgj[geh]lalgj`Yn]l`]kYe]^]Ylmj]kZmllYc]mh -[eafoa\l`d]kk& b) From other processes:l`]f]oeg\]demklZ]keY% dd]j Yf\ oal` aehjgn]\ imYdalq& Af ]Yjda]j h]jag\k l`] Y^l]j%kYd]kk]jna[]\]l][l]\Y^Ymdlafl`]kl]YenYdn] l`Yl[Ymk]l`]eY[àf]lgZdg[c]Ykadq& Gmlhmlk c) To other internal processes: l`]^Ymdlafl`]nYdn]oYk \]l][l]\l`Yfcklgl`][gehdYaflkj][]an]\Zql`]Y^l]j% kYd]k k]jna[]& L`gk] [dYaek Ydkg hjgn]\ l`] f]]\ ^gj aehjgn]e]flk af l`] ljYafaf_ k]jna[] Yf\ l`] afkljm[% lagfk`Yf\Zggc$Yk[mklge]jk[gehdYaf]\l`YleY[àf]k `Y\^]Ylmj]kl`Ylo]j]fgl]phdYaf]\$gjfglkm^â[a]fldq ]phdYaf]\$afl`]ljYafaf_hjg[]kk&>gjlàkhmjhgk]$l`] [gehYfqoaddmk]l`][mklge]jkÍj][gj\lg\]l][ll`gk] o`g`Yn]YeY[àf]l`Yl`Y\lgZ]j]hYaj]\Z][Ymk]g^ o]YjYf\oaddhjgna\]l`]dakllgl`]kYd]k\]hYjle]flkg l`Yll`]q[Yfg^^]jl`]f]oeg\]dlgl`]k][mklge]jk& d) To business environment:l`]Y^l]j%kYd]kk]jna[]oadd eYc]aehjgn]e]flkafl`]ljYafaf_hjg[]kkZqg^^]jaf_ Y egj] [gehj]`]fkan] k]jna[]& Egj]gn]j$ l`gk] o`g `Yn]`Y\hjgZd]ekoal`l`]^YmdlqnYdn]oaddZ]g^^]j]\ YeY[àf]j]hdY[]e]flYlYn]jqdgo[gkl& Activities 3. AeY_af]l`Ylqgmogjcafl`]Y^l]j%kYd]kk]jna[]g^l`][gehYfq Aehj]kagfY$K&D&$oà[àkafl`]Zmkaf]kkg^hjafl]jk^gjg^â[]k& a) O`Ylogmd\Z]l`]jgd]g^l`]Y^l]j%kYd]k\]hYjle]flaf l`]dYmf[`g^f]ohjg\m[lk7 b) O`Ylaf^gjeYlagf[Yfl`]Y^l]j%kYd]k\]hYjle]flgZlYaf ^jgel`]hjg\m[lagf\]hYjle]flafgj\]jlgh]j^gjealk lYkckZ]ll]jYf\egj]]^â[a]fldq7 c) 9f\^jgel`]eYjc]laf_\]hYjle]fl7 189 9 After-sales service 3. Quality management and the after-sales service Important AKG1(((;]jlaâ[Ylagf L`] l]je AKG klYf\k ^gj l`] Afl]jfYlagfYd Gj_YfarYlagf ^gj KlYf\Yj\arYlagf& L`]afl]jfYlagfYdklYf\Yj\k\]n]% dgh]\Zqlàkgj_YfarYlagfaf[dm\] l`gk] j]dYl]\ lg l`] AKG 1((( ^Yeadq$YZgmllgeYfY_]e]flYf\ imYdalq& Afk`gjl$AKG1(((akYk]lg^jm% d]k l`Yl \]l]jeaf] l`] kl]hk l`Yl Yf gj_YfarYlagf k`gmd\ `Yn] af l`] hjg\m[lagf hjg[]kk& L`]k] klYf\Yj\k[gn]jaf\mkljaYdhjg\m[% lagf$ Y\eafakljYlan] hjg[]\mj]k$ \]dan]jq lae]k Yf\ k]jna[] d]n]dk$ Yegf_gl`]jakkm]k& GZlYafaf_ []jlaâ[Yl]k l`Yl _mY% jYfl]][]jlYafimYdalqklYf\Yj\kak YfaehgjlYfllggd$YkalljYfkealk [gfâ\]f[] af l`] hjg\m[lk Yf\ k]jna[]kg^^]j]\Zql`][gehYfa]k l`Ylmk]l`]e& The perception of qualityafl`]Y^l]j%kYd]kk]jna[]akl`]\a^^]j]f[]Z]lo]]f[mklge]j ]ph][lYlagfk o`Yll`]q]ph][llggZlYafY^l]jZmqaf_l`]hjg\m[lgjk]jna[]!Yf\o`Yl akY[lmYddqgZlYaf]\& L`]imYdalqg^l`]Y^l]j%kYd]kk]jna[]`Yklogcomponents2 Internal quality:alakj]dYl]\lgl][`fa[YdYf\gh]jYlagfYdYkh][lkg^l`]k]jna[]& External quality: alakl`]Ykk]kke]fleY\]Zql`][mklge]jkg^l`]oYqY^l]j%kYd]kk]jna[] oYkh]j^gje]\& 3.1. Actions to manage quality in the after-sales service LgeYfY_]imYdalqafl`]hjg[]kkg^Y^l]j%kYd]kk]jna[]$l`]Y[lagfkl`YllYc]hdY[]Yj]2hdYf$ aehd]e]fl$[gfljgdYf\aehjgn]imYdalqaflàkhjg[]kk& Plan Implement Control Improve Scheme 9.2. 9[lagfklgeYfY_]imYdalqg^l`]Y^l]j%kYd]kk]jna[]& A. Planning L`]imYdalqhdYffaf_g^Yfqhjg[]kke]Yfk\][a\af_o`Yllg\g$`golg\galYf\o`Yllgmk] afl`]hjg[]kk3lg\glàk$l`]^gddgoaf_]d]e]flkemklZ]\]âf]\Yf\\]ka_f]\2 1. Define the characteristics of the after-sales service, oà[èYqZ]2 – Quantitative: l`gk] l`Yl [Yf Z] e]Ykmj]\ Zq e]Yfk g^ Y imYflalq& >gj ]pYehd]$ l`] j]khgfk]lae]af[Yk]g^j]hYajkYf\`Yf\daf_g^[gehdYaflk$l`]\]_j]]g^[gehdaYf[] oal`YeYafl]fYf[][gfljY[l$l`]\]Y\daf]^gjogjckgjafklYddYlagfk$Yf\l`]fmeZ]jg^ nakalkgj[Yddklgj]im]klYk]jna[]$Yegf_gl`]jk& – Qualitative: l`gk] j]dYl]\ lg imYdalq& L`]q Yj] `Yj\]j lg e]Ykmj]$ kaf[] l`]q Yj] ]kk]flaYddq kmZb][lan] Yf\ Yj] hj]\geafYfldq ^gmf\ af l`] ege]flk g^ afl]jY[lagf Z]lo]]fl`][mklge]jYf\l`]k]jna[]hjgna\]j&Kge]]pYehd]kYj]ljmkl$[Yj]$[gmjl]kq$ [geemfa[Ylagf$Yf\kggf& – Referred to the process:kge]g^l`]k]^]Ylmj]keYqZ]l`]\mjYlagfg^l`]hjg[]kk$ h]ghd] afngdn]\ af al$ l`] YnYadYZadalq g^ j]kgmj[]k gj l`] klYlmk g^ [gehd]e]flYjq ]d]e]flkafl`]hjg[]kk& 2. Define indicators to assess performance and levels to be attained in each service. Af\a[Ylgjk Yj] hYll]jfk ^gj e]Ykmjaf_ l`] ]^â[a]f[q Yf\ ]^^][lan]f]kk g^ l`] Y^l]j%kYd]k k]jna[]$kgl`]aj\]âfalagfk`gmd\Ydkgaf[dm\]l`]d]n]dklgZ]YllYaf]\& AfLYZd]1&-o][Yfk]]kge][geegfaf\a[Ylgjkg^Y^l]j%kYd]k]jna[]k& 190 After-sales service Type of service Indicators J]khgfk]lae]& Installation FmeZ]jg^[gehdYaflk& >afYf[aYdaf\a[Ylgjk& ;gehdaYf[]oal`l`]hdYf& Maintenance J]khgfk]lae]& 9 Spanish assistant ¸KYZ]k [md ]k dY \a^]j]f[aY ]flj] claim q complaint? Hm]k ]pY[% lYe]fl] dY eakeY im] `Yq ]flj] mfY Êj][dYeY[afË q mfY Êim]bYË& Hgj [a]jlg$ Êhj]k]flYj mfY im]bYË k]\a[]to lodgegto make a complaint. FmeZ]jg^[gehdYaflk& >afYf[aYdaf\a[Ylgjk& J]khgfk]lae]& H]j[]flY_]g^kgdn]\[Yk]k& H]j[]flY_]g^kgdn]\l][`fa[Yd^Ymdlk& Repair J]lmjfkjYl]& =[gfgea[nYdm]g^j]lmjfk& FmeZ]jg^[gehdYaflk& >Yadmj]jYl] h]j[]flY_]g^mfkgdn]\[Yk]k!& >afYf[aYdaf\a[Ylgjk& J]khgfk]lae]& Handling of complaints JYl]g^kgdmlagf& =[gfgea[nYdm]g^\akY_j]]e]flk& Customer training >Yadmj]k\m]lghggjgh]jYlagf& ;dYaekYjakaf_^jgea_fgjYf[]g^l`][mklge]j& Table 9.5. Af\a[Ylgjkg^[mklge]jk]jna[]& 3. Design the process for the performance of each service. Lg]fkmj]l`Yll`]k]jna[]\]n]% dghkafl`]Z]klhgkkaZd]oYq$o]emkl\]âf]Yf\\g[me]fll`]hjg[]\mj]klgZ]mk]\^gj l`]hjgnakagfg^[mklge]jk]jna[]& 4. Define the resources we need. Lg]fkmj]l`]h]j^gjeYf[]g^YimYdalqY^l]j%kYd]khjg% []kko]f]]\lg\]l]jeaf]l`]j]imaj]\j]kgmj[]kYf\eYl]jaYdk&>gj]pYehd]$o]emkl ]klYZdak`l`]YegmflYf\lqh]g^hYjlkj]imaj]\^gjj]hYajk$kmhhda]k^gjeYafl]fYf[]Yf\ ^Y[adala]k$Yf\kggf& 5. Define the organizational structure. 9ddogjc]jkafngdn]\afl`]Y^l]j%kYd]kk]jna[]hdYq Y[jm[aYdjgd]afY[à]naf_YimYdalqk]jna[]3l`]j]^gj]o]emkl\]âf]l`]gj_YfarYlagfYd kljm[lmj]alk]d^$kh][a^qaf_l`]j]khgfkaZadala]kYf\^mf[lagfkg^]Y[`Yf\]n]jqgf]g^l`] ogjc]jk& AfYfq[Yk]$lghjgna\]YimYdalqk]jna[]$l`]klY^âflàk\]hYjle]flemkl`Yn]l`]Yhhjg% hjaYl]ljYafaf_&Aflàkdaf]$\mjaf_l`]imYdalqhdYffaf_o]oadd\]l]jeaf]l`]hgkkaZd]f]]\^gj klY^^ljYafaf_afgj\]jlg]fkmj]alk[geh]l]f[]Yf\mh\Yl]& B. Implementation LàkklY_]e]Yfkl`Ylo]oadd[Yjjqgml]n]jqlàf_o]`Yn]hdYff]\afl`]hj]nagmkklY_]$ oà[è]Yfk2 Training staffj]khgfkaZd]^gjk]jna[]\]n]dghe]fl& Acquiring the required resources^gjl`]hjgnakagfg^]Y[`k]jna[]& Implementing the procedure\]ka_f]\lgh]j^gje]Y[`k]jna[]& Using the documents and records\]ka_f]\^gj]Y[`k]jna[]& Fig. 9.1. L`]ljYafaf_g^l`]Y^l]j%kYd]k k]jna[]klY^âkYf]kk]flaYdlggdlg hjgna\]YimYdalqk]jna[]& 191 9 After-sales service C. Control ;gfljgdemklZ][Yjja]\gmlZgl`gfl`]hjg[]kkg^l`]Y^l]j%kYd]kk]jna[]Yf\gfl`]j]kmdlg^ l`]k]jna[]$oà[è]Yfk2 ;Yd[mdYl]l`]h]j^gjeYf[]af\a[Ylgjk^gj]Y[`k]jna[]& Measurel`]Y[lmYd kqkl]eh]j^gjeYf[]$ ^gjoà[ò]emkl2 J][gj\l`]hjg[]\mj]mk]\^gj]Y[`k]jna[]& ;`][cl`]mk]g^l`]j][gj\k& ;gehYjaf_Y[à]n]\d]n]dklghdYff]\d]n]dk& CompareY[lmYd h]j^gjeYf[]oal` l`YlhdYff]\$ oà[è]Yfk2 ;gehYjaf_l`]hjY[la[Ydhjg[]\mj]lgl`]\]ka_f]\hjg[]\mj]& A\]fla^qaf_\]naYlagfk& <]l]jeafaf_l`]aj[Ymk]kYf\l`gk]j]khgfkaZd]& LYcaf_[gjj][lan]Yf\hj]n]flan]Y[lagfklgYnga\\]naYlagfk& ActY[[gj\af_dq$ oà[è]Yfk2 J][gj\af_Y[lagfklYc]f& 9kk]kkaf_l`]]^^][lan]f]kkgê]Ykmj]klYc]f& Scheme 9.3. ;gfljgdg^l`]hjg[]kkYf\j]kmdlkg^l`]Y^l]j%kYd]kk]jna[]& D. Improvement Watch out! L`]^gmjklY_]kgîmYdalqeYfY_]% e]flafl`]hjg[]kkg^Y^l]j%kYd]k k]jna[] hdYffaf_$aehd]e]flYlagf$ [gfljgd Yf\ aehjgn]e]fl! Yj] fgl daf]Yj$ Zml interactive3 l`mk$ ^gj]pYehd]$[gfljgdYf\aehjgn]% e]fl Y[lagfk Yj] Ydkg h]j^gje]\ \mjaf_ l`] hdYffaf_ Yf\ aehd]% e]flYlagfklY_]k& L`]aehjgn]e]flg^l`]hjg[]kk]klYc]khdY[]o`]f$Y^l]j`Ynaf_j]Y[`]\l`]hdYff]\d]n]dk$ o]k]legj]YeZalagmkYf\\]eYf\af__gYdkl`Yld]Y\lg_j]Yl]j\]_j]]g^h]j^][lagfYf\ kmh]jagjimYdalqg^hjg\m[lkgjk]jna[]k&L`]k]goalsafngdn]redefining2 L`]requirementsg^]Y[`k]jna[]Yf\l`]af\a[YlgjklgYkk]kkh]j^gjeYf[]Yf\d]n]dklg Z]Y[à]n]\af]Y[`k]jna[]& L`]f][]kkYjqresources& L`] f][]kkYjq gj_YfarYlagfYd structure Yf\ l`] Ykka_fe]fl g^ f]o j]khgfkaZadala]k Yf\ ^mf[lagfk& LjYafaf_requirementsg^l`]klY^^& L`]hjg[]\mj]k^gj[Yjjqaf_gml]Y[`k]jna[]k`gmd\YdkgZ]redesigned. Case study 3. Quality management F]mela[gk=khYgd]k$K&9&`Ykl`j]]lqh]kg^[mklge]jk2 Solution: - Af\ana\mYd[mklge]jk fYlmjYdh]jkgf!& 1. HdYfl`]Y^l]j%kYd]kk]jna[]& - ;gehYfa]koal`YkeYdd^d]]lg^n]à[d]k& 2. Aehd]e]flk]jna[]imYdalq$l`YlaklgkYq$h]j^gje]n]jq% làf_l`Yl`YkZ]]fhdYff]\& - Ljm[caf_[gehYfa]k& O`Yl Y[lagfk emkl F]mela[gk =khYgd]k$ K&9& ^gddgo lg eYfY_]imYdalqafalkY^l]j%kYd]kk]jna[]7 3. ;gfljgdl`]hjgnakagfg^l`]k]jna[]Yf\Ykk]kkalkj]kmdlk& 4. Aehjgn]k]jna[]af]n]jqhgkkaZd]oYq& Activities 4. O`Ylaf\a[Ylgjk[YfZ]Y\]imYl]^gjF]mela[gk=khYg% d]k$K&9&lge]Ykmj]l`]]^^][lan]f]kkYf\]^â[a]f[qgâlk [mklge]jk]jna[]7 192 5. K`gmd\F]mela[gk=khYgd]k$K&9&^gddgol`]kYe]hjg[]% \mj]oal`Yddl`j]]lqh]kg^[mklge]jk7O`Yl[gmd\Z]l`] \a^^]j]f[]k7 After-sales service 4. Techniques and tools for quality management 9 Web L`]j]Yj]k]n]jYdklYlakla[YdYf\d]Y\af_l][`faim]kl`Ylo][Yfmk]^gjl`]eYfY_]e]flg^ imYdalqafl`]Y^l]j%kYd]kk]jna[]hjg[]kk3kge]g^l`]eYj]mk]\afYkh][aâ[Y[lagf$^gj]pYe% hd]$af[gfljgdgjaehjgn]e]flklY_]k&Gl`]jl][`faim]k$`go]n]j$Yj]egkl[geegfdqmk]\ Yf\Zgl`l`]fmeZ]jg^hYjla[ahYflkYf\l`]e]l`g\Yhhda]\eYqnYjq& ;`][clàkdafc^gj]pYehd]kg^l`] l][`faim]kafl`]lYZd]2 http://www.programaempresa. com/empresa/empresa.nsf/pagin as/03A22725777BA653C1256FB7 ((.)()+<7Gh]f<g[me]fl D]lÍk`Yn]YdggcYll`]egklaehgjlYfll][`faim]k2 Techniques and tools for quality management :jYafklgjeaf_akYoYqlgYfYdqk]Zmkaf]kkhjgZd]ekl`YlakYae]\Yl\]n]dghaf_[j]YlanalqYf\âf\af_affg% nYlan]kgdmlagfk& >gjYf]^^][lan]mk]$ân]ZYka[jmd]kemklZ]^gddgo]\2 % <gfgl[jala[ar]l`]a\]Yk^jgegl`]jk& % L`]a\]Ykhjgna\]\emklZ]l]ehgjYjadqY[[]hl]\^gj\ak[mkkagf& % >af\YkeYfqa\]YkYkhgkkaZd]& % Alak\]kajYZd]lgaehjgn]Yf\[geZaf]a\]Yk& Brainstorming (Unit 1) % K]d][lYf\kgjla\]Yk& L`]fmeZ]jg^hYjla[ahYflkemklZ]Z]lo]]fân]Yf\]a_`lh]ghd]$Yf\alk`gmd\dYklZ]lo]]flàjlqeafml]k Yf\log`gmjk\]h]f\af_gfl`][gehd]palqg^l`]kmZb][lmf\]j\ak[mkkagf& L`][ggj\afYlgjoaddj][gj\l`]a\]Ykakkm]\Yf\oaddeYc]]n]jqZg\qgZ]ql`]jmd]kg^l`]_Ye]$]kh][aYddq fgllg[jala[ar]& 9l[jala[Ydlae]k$o`]falk]]ekl`Yll`]_jgmh`YkjmfgmlgâeY_afYlagf$l`][ggj\afYlgjk`gmd\]f[gmjY_] l`]_jgmhe]eZ]jklgeYc]egj]km__]klagfkYf\Ydl]jfYlan]k& Làke]l`g\akYae]\Yl\]ka_faf_gjj]\]ka_faf_Yhjg\m[lgjk]jna[]lg]fkmj]$Yleafaeme[gkl$Yddl`] ^mf[lagfkl`Yll`][mklge]joYflkYf\akoaddaf_lghYq& L`]gZb][lan]kYj]j]\m[af_l`][gklkg^l`]hjg\m[lgjk]jna[]Yf\af[j]Ykaf_[mklge]jkYlak^Y[lagf3afY\\a% lagflgj]\m[af_alk[gkl$l`]hjg\m[l[YfYdkgZ]aehjgn]\& L`]Yhhda[Ylagfg^nYdm]YfYdqkakj]imaj]k2 % A\]fla^qaf_l`]eYaf]d]e]flkg^Yhjg\m[lgjk]jna[]& Value analysis % 9fYdqkaf_l`]^mf[lagfkh]j^gje]\Zql`]]d]e]flkg^l`]hjg\m[lgjk]jna[]& % <]n]dghaf_k]n]jYdYdl]jfYlan]\]ka_fklgh]j^gel`]kYe]^mf[lagfk& % 9kka_faf_[gklklg]Y[`g^l`]egklhjgeakaf_Ydl]jfYlan]k& % K]d][laf_gf]g^l`]Ydl]jfYlan]kYf\\]n]dghaf_al& L`]l]Yekar][YfjYf_]Z]lo]]f^gmjYf\lo]flqh]ghd]$Zmlalemklaf[dm\]Yj]hj]k]flYlan]g^l`][mklg% e]jgjmk]jlg`]dheYc]\][akagfk& AlakY\aY_jYel`Yla\]flaâ]kYddY[lagfkj]imaj]\lgY[à]n]Y_gYd2 9[lagf)&) 9[lagf) 9[lagf)&* Goal 9[lagf* Structures tree 9[lagf*&) L`]j]Yj]logaehgjlYflim]klagfk^gj]Y[`ZjYf[`2 % Oaddl`]h]j^gjeYf[]g^Yddl`]Y[lanala]kdakl]\gfl`]ja_`lg^Ykh][aâ[j][lYf_d]]fkmj]l`Yll`]_gYdaf làkj][lYf_d]akj]Y[`]\7 % <go]f]]\Yddl`]Y[lanala]kYhh]Yjaf_gfl`]ja_`lg^YhYjla[mdYjj][lYf_d]lgkm[[]kk^mddqY[à]n]l`Yl _gYd7 L`]hmjhgk]g^làklggdaklgYnga\[Yjjqaf_gmlmff][]kkYjqlYkckgjgeallaf_YfqaehgjlYfllYkc& Table 9.6. L][`faim]kYf\lggdk^gjimYdalqeYfY_]e]fl(cont.)& 193 9 After-sales service Cause-and-effect diagram AlakYoYqlggj_Yfar]Yf\j]hj]k]fll`][Ymk]kg^YhjgZd]e&Làklqh]g^\aY_jYeakYdkgcfgofYkAkàcYoY \aY_jYegjâk`Zgf]\aY_jYe& Kl]hklg\]n]dghl`]\aY_jYe2 ;Ymk]9 ;Ymk]: ;Ymk]; %<]âf]l`]hjgZd]egj]^^][l&& Kgdmlagf9) %A\]fla^ql`][Ymk]k& HjgZd]e %9\\kmZ%[Ymk]k& %9fYdqk]l`][Ymk]kYf\a\]fla^ql`gk] [Ymkaf_egj]hjgZd]ekafl`]]^^][l& Kgdmlagf>) ;Ymk]< ;Ymk]= ;Ymk]> AlakY_jYhà[Ydj]hj]k]flYlagfg^l`]k]im]f[]g^kl]hkj]imaj]\lgY[à]n]Y[]jlYafj]kmdl&=Y[`kl]hakj]hj]% k]fl]\ZqYkqeZgd$^gj]pYehd]2 Flowchart Gh]jYlagf LjYfkhgjl Afkh][lagf KlgjY_] <][akagf Data recording method <YlY[gdd][lagfYf\YfYdqkakak]kk]flaYd^gj\][akagf%eYcaf_& >ajkl$o]emkl^gjemdYl]l`]h`]fge]fgf$hjg[]kkgjhjgZd]el`Ylo]oYfllgYfYdqk]$[gdd][lYddl`]\YlY afngdn]\$Yf\âfYddqYfYdqk]Yf\j]hj]k]fll`]e& Làklggdakg^l]fmk]\af[geZafYlagfoal`gl`]jk& Graphs and histograms (Unit 10) ?jYh`kYj]nakmYdj]hj]k]flYlagfkgîmYflalYlan]\YlY&L`]q[YfkmeeYjar]dYj_]Yegmflkgâf^gjeYlagfaf dalld]khY[]Yf\[geemfa[Yl][gehd]pkalmYlagfk[d]YjdqYf\Y[[mjYl]dq&L`]qeYq`Yn]\a^^]j]flk`Yh]k$km[` Ykdaf]k$ZYj$k][lgjk$Yf\kggf& L`] kaehd]kl caf\ g^ _jYh` ak [Ydd]\ H%[`Yjl$ oà[` j]hj]k]flk l`] \]^][lan] h]j[]flY_]$ l`Ylak$l`]h]j[]flY_]g^lae]kl`YlYf]klY% Zdak`]\klYf\Yj\akfgle]l& P-chart of defective fraction (variable sample size) (&+(( P (defective fraction) Control L`]j] Yj] nYjaYlagfk af Yfq hjg[]kk$ ]al`]j jYf\ge fYlmjYd nYjaYlagfk! gj fgf%jYf\ge mf^gj]k]]f$\m]lgYkh][aâ[[Ymk]!&9[gfljgd [`Yjlk`gokl`]lglYdnYjaYlagfg^Yhjg[]kk& ($*-( ($*(( ($)-( ($)(( ($(-( ($((( )*+,-./01)()))*)+),)-).)/)0)1*(*) Samples Table 9.6. L][`faim]kYf\lggdk^gjimYdalqeYfY_]e]fl& Case study 4. Techniques and tools for quality management L`][gehYfqEmka[$K&9&$oà[àkafl`]Zmkaf]kkgêmka[hdY% q]jk$`Yk\]l][l]\Yfaf[j]Yk]afl`]fmeZ]jg^[gehdYaflkYf\ [dYaekoalàfl`]dYklegfl`& O`Yll][`faim]kgjlggdk[YfZ]mk]\lgYfYdqk]l`]hjgZd]e Yf\aehjgn]imYdalq7 Solution: >ajkl$l`][gehYfqemklh]j^gjeYdata recording method. L`]f$alemkl\jYoYcause-and-effect diagramlgYfYdqk] l`][Ymk]kg^l`]af[j]Yk]af[gehdYaflk&A^[dYaekYj]\m]lg hjg\m[l\]^][lk$alemkleYc]Y P-chart&>afYddq$aleYqmk]l`] brainstorminglgâf\Ykgdmlagf& Activities 194 6. =phdYafoà[`lggdgîmYdalqeYfY_]e]flogmd\Z]egj] kmalYZd]^gjl`][gehYfqEmka[$K&9& ;Yk]klm\q,!a^2 b) AloYflklg_]f]jYl]f]oa\]Yklgg^^]jl`][mklge]jY imYdalqY^l]j%kYd]kk]jna[]& a) AloYflklgj]\m[]Y^l]j%kYd]kk]jna[][gklkYf\af[j]Yk] [mklge]jkYlak^Y[lagf& c) Al oYflk lg YfYdqk] l`] hjg[]kk ^gddgo]\ lg Yfko]j Y[gehdYaflYf\lgljqlgaehjgn]al& After-sales service 9 5. Structuring the after-sales service 9^l]j%kYd]kk]jna[]k[YfZ]afl]_jYl]\oalàfl`]gj_YfarYlagfalk]d^gjgmlkgmj[]\lgY[gf% ljY[lgj&Af^Y[l$gmlkgmj[af_làkk]jna[]akYfaf[j]Ykaf_lj]f\& O`]l`]jinternallygjexternally\]n]dgh]\$l`]Y^l]j%kYd]kk]jna[]emkl`Yn]kge]\]_j]] g^YmlgfgeqafeYfY_af_Yf\eYcaf_\][akagfkl`YlY^^][ll`]ajgh]jYlagf$Yklàkoaddhjgna\] aloal`_j]Yl]j^d]paZadalqlgj]khgf\lgaf[a\]flkkm^^]j]\Zq[mklge]jk& Egj]gn]j$ làk k]jna[] gj \]hYjle]fl `Yk lg ogjc [dgk]dq oal` l`] [mklge]j k]jna[] \]hYjle]fl$ kaf[] l`] ]^â[a]f[q g^ Zgl` \]h]f\k gf ]Y[` gl`]j& Kge]lae]k o] eYq âf\ l`Yl Zgl` k]jna[]k af l`] kYe] [gehYfq Yj] Z]af_ hjgna\]\ Zq log \a^^]j]fl [gehYfa]k3 aflàk[Yk]$l`][gehYfql`Ylhjgna\]kl`]hjg\m[lgjk]jna[]Yf\l`Yl`Ykgmlkgmj[]\Zgl` \]hYjle]flk ak j]khgfkaZd] ^gj c]]haf_ Y ^Ykl Yf\ ]^â[a]fl ^dgo g^ af^gjeYlagf Z]lo]]f Zgl`k]jna[]k& Vocabulary Gmlkgmj[af_ gj kmZ[gfljY[laf_& Làkl]jej]^]jklgl`]hjg[]kkZq oà[` Y [gehYfq àj]k Yfgl`]j gj_YfarYlagf lg h]j^gje []jlYaf lYkck$oà[`Yj]mkmYddql`gk]oal` Y à_` [gehgf]fl g^ kh][aYdarY% lagf$ km[` Yk l`] eYafl]fYf[] g^ ]d][lja[Yd gj [gehml]j afklYddY% lagfk& 5.1. Structure of an after-sales service L`]kljm[lmj]g^l`]Y^l]j%kYd]kk]jna[]gj\]hYjle]flnYja]k_j]Yldq^jgegf][gehYfqlg Yfgl`]j$Ykal`YklgY\Yhllgl`]lqh]g^hjg\m[lgjk]jna[]Yf\l`]afl]jfYdgj_YfarYlagfg^ l`][gehYfq3q]lo][Yf\]k[jaZ]l`]kljm[lmj]Yf\ZYka[^mf[lagfkg^l`]\a^^]j]flhYjlkl`Yl eYc]mhlàk\]hYjle]fl& A. Receiving and addressing incidents Af gj\]j lg hjgna\] Y _gg\ Y^l]j%kYd]k k]jna[] al ak ]kk]flaYd lg `Yn] Y _gg\ e][`Yfake lg j][]an]Yf\Y\\j]kkaf[a\]flk& >ajklg^Ydd$l`][mklge]jemklâf\al]Ykqlg[gflY[ll`]kmhhda]jgjeYfm^Y[lmj]j&Aflàkâjkl [gflY[l$oà[`mkmYddqg[[mjkl`jgm_`l`][mklge]jk]jna[]$]ehdgq]]kemkl^gddgoYk]lg^ hjg[]\mj]k$Yko]kYoafl`]k][lagfgfimYdalqeYfY_]e]flg^làkk]jna[]& Kh][aâ[Yddq$l`]functionsj]dYl]\lgj][]anaf_Yf\Y\\j]kkaf_[Yddk$aflàkgj\]j$Yj]2 1. Addressing incidents. 9llàkhgaflo]emklYhhdqYddl`]hYll]jfkklm\a]\afMfalk-Yf\. YZgmll`]hjgh]jl][`faim]klgYfko]jY[Ydd$Y[lan]dakl]faf_Yf\Ykk]jlan]f]kkaf[geem% fa[Ylagf& 2. Discriminating calls. Al e]Yfk l`Yl l`] j]khgfkaZd] ^gj j][]anaf_ af[a\]flk emkl \a^% ^]j]flaYl] Z]lo]]f l`gk] l`Yl emkl Z] hjg[]kk]\ l`jgm_` l`] Y^l]j%kYd]k k]jna[] Yf\ l`gk] lg Z] eYfY_]\ Zq gl`]j \]hYjle]flk& >gj ]pYehd]$ Y hjgZd]e afngdnaf_ Y Zaddaf_ eaklYc] k`gmd\ Z] Y\\j]kk]\ Zq l`] Y[[gmflaf_ \]hYjle]fl$ Y [gehdYafl YZgml l`] lj]Yle]fl j][]an]\ Zq Yf ]ehdgq]] k`gmd\ Z] Y\\j]kk]\ Zq l`] klY^^ \]hYjle]fl$ Yf\ kggf& 3. Managing incidents. >gddgoaf_ l`] gmldaf]\ hjg[]\mj]k$ l`] h]jkgf o`g Y\\j]kk]k l`] af[a\]flemkl\a^^]j]flaYl]Z]lo]]fl`gk][geegfhjgZd]ekl`Yl[YfmkmYddqZ]kgdn]\ oal`Ykaf_d][YddYf\l`gk]l`Ylj]imaj]l`]afl]jn]flagfg^Yfgl`]jk][lagf&9ko][Yfk]]$ làk\]hYjle]flakfglYf\k`gmd\fglZ]Ye]j][Ydd[]flj]$Ykl`]klY^êmklZ]hjgh]jdq ljYaf]\ lg mf\]jklYf\ l`] hjgZd]e Yf\$ a^ hgkkaZd]$ lg g^^]j Yf aee]\aYl] kgdmlagf& >gj ]pYehd]$a^Y[mklge]j`YkYf9<KD[gff][lagf^Yadmj]$l`]âjkllàf_l`Yll`][Ydd[]flj] [`][ckakl`Yll`]eg\]egjjgml]jakogjcaf_hjgh]jdq& O`]fl`]hjgZd]ehgk]\Zql`][mklge]jj]imaj]kl`]afngdn]e]flg^gl`]j\]hYjle]flk$ [geemfa[YlagfemklZ]^YklYf\]^â[a]fllgj]Y[`l`]kgdmlagfYkkggfYkhgkkaZd]afgj\]j lgY[à]n][mklge]jkYlak^Y[lagf& Fig. 9.2. L`]lYkcg^k]d][laf_[Yddk h]j^gje]\Zql`][mklge]jk]jna[]gjl`] Y^l]j%kYd]kklY^âk]kk]flaYdlgY[à]n] l`]à_`]klk]jna[]imYdalq& 195 9 After-sales service B. Technical support service Do you know that...? KhYfak`dYoj]_mdYl]kl`gk]akkm]k j]_Yj\af_ j]hYaj Yf\ Y^l]j%kYd]k k]jna[]kYk^gddgok2 Royal Legislative Decree 1/2007, November 16th, passing the consolidated text of the General Law for Consumers and Users Protection and other complementary laws. Chapter IV. Additional commercial warranty, documentation requirements and after-sales service. Article 127.J]hYajYf\Y^l]j%kYd]k k]jna[]k& L`][gehYfql`Ylhjgna\]kl`]hjg\m[lgjk]jna[]emkl`Yn]]ph]jlko`gcfgoh]j^][ldql`Yl _gg\gjk]jna[]afgj\]jlghjgna\]imYdalqYkkaklYf[]&O`]fl`][mklge]j`YkYfakkm]oal` l`]hjg\m[lgjk]jna[]hmj[`Yk]\$l`]]ph]jloadd_]laflgm[òal`àegj`]jlgYkk]kkl`] hjgZd]eYf\hjgna\]Ykgdmlagf& 9[[gj\af_lgl`]fYlmj]g^l`]hjgZd]e$l`]egkl[geegfkgdmlagfkYj]2 Assisted self-repair: làk kgdmlagf ak g^^]j]\ o`]f l`] [mklge]j [Yf h]j^gje l`] j]hYaj oal`l`]`]dhg^Ykh][aYdaklgn]jl`]h`gf]$[`Yl$na\]g[gf^]j]f[af_$Yf\kggf& Gf%kal] j]hYaj2 af làk [Yk]$ l`] kh][aYdakl oadd _g o`]j] l`] hjg\m[l gj k]jna[] ak& Làk kgdmlagfYhhda]ko`]fl`]ljYfk^]jakYZkgdml]dqf][]kkYjq$^gj]pYehd]$o`]fj]hYajaf_Y k]jna[]dac]h`gf]gj_Yk$oà[`f]]\klgZ]Ykk]kk]\gf%kal]gjo`]fl`][gklg^ljYfkhgjl% af_l`]hjg\m[lakà_`]jl`Yfl`]nakalg^Yf]ph]jl& Repair shop:làkkgdmlagfYhhda]kaf[Yk]ko`]j]l`]hjg\m[l`YklgZ]f][]kkYjadqj]hYaj]\ afl`]hj]eak]kg^l`]kmhhda]j& )&J]_Yj\af_dgf_%dYklaf_hjg\m[lk$ [gfkme]j gj mk]j ak ]flald]\ lg Y hjgh]j l][`fa[Yd kmhhgjl k]j% na[]Yf\lgl`]hjgnakagfg^khY% j]hYjlk^gjYeafaemeh]jag\g^ ân] q]Yjk ^jge l`] \Yl] o`]f l`]hjg\m[lakfgdgf_]jeYfm% ^Y[lmj]\& L`]]ph]jlkYj]Ydkgj]khgfkaZd]^gja\]fla^qaf_l`]hgkkaZd][Ymk]kg^l`]hjgZd]e$^gjâf\af_ ^Yadmj]kafl`]hjg\m[lgjk]jna[]Yf\^gjkm__]klaf_hgkkaZd][gfljgdgjj]hYaje]Ykmj]k&L`mk$ l`]]ph]jlemklZ]YZd]lg2 *&Al ak ^gjZa\\]f lg jYak] hja[]k g^ khYj] hYjlk o`]f l`]q Yj] mk]\ ^gj j]hYajk$ Yk o]dd Yk lg [`Yj_]^gjdYZgmj$ljYfkhgjlYlagf gjnakalà_`]jYegmflkl`Yfl`] ]klaeYl]\Yn]jY_][gklkaf]Y[` k][lgj$ Yf\ l`] Zadd emkl af[dm% \] l`] \a^^]j]fl [gf[]hlk& L`] hja[]daklg^khYj]hYjlkk`gmd\Z] YnYadYZd]lgl`]hmZda[& Defend and protect the companyaf[Yk]ko`]j]l`][mklge]joYflklgmk]l`]oYjjYflq o`]f`]gjk`][Ymk]\l`]hjgZd]e& +&L`] Y[lagf gj ja_`l g^ j][gn]jq g^ l`] hjg\m[lk \]dan]j]\ Zq l`] [gfkme]j gj mk]j lg l`] [gehYfqafgj\]jlgZ]j]hYaj]\ ]phaj]k Y^l]j l`j]] q]Yjk ^jge l`Yl\]dan]jq& J]_mdYlagfkoadd]klYZdak`l`]\YlY l`Yl l`] ]ehdgq]j emkl hjgna\] Yl l`] lae] o`]f Yf al]e ak \]dan]j]\^gjj]hYaj$Yko]ddYkl`] oYqkafoà[`làk\]dan]jq[YfZ] []jlaâ]\& A\]fla^ql`]]pY[lcausesg^[mklge]j[gehdYaflkgj[dYaek& 9kk]kkl`]reasons^gjl`]hjgZd]e2aehjgh]jmk]Zql`][mklge]j$kYZglY_]$eYfm^Y[lmj% af_eaklYc]$o]YjYf\l]Yj$Yf\kggf& Defend and protect the customero`]fl`]hjgZd]egj\YeY_]ak\m]lgYeYfm^Y[lmjaf_ \]^][lgj\]â[a]f[a]kafl`]ljYafaf_hjgna\]\lgl`]mk]j& >afYddq$ l`] kh][aYdakl oadd \][a\]$ Y^l]j l`] Ykk]kke]fl$ a^ l`] hjg\m[l gj k]jna[] emkl Z] j]hYaj]\gjj]hdY[]\Zql`]kYe]eg\]dgjZqYegj]Y\nYf[]\gf]& C. Other departments or services involved in the structure :]ka\]k l`] [mklge]j k]jna[] \]hYjle]fl$ kge]lae]k l`]j] Yj] egj] \]hYjle]flk g^ l`] [gehYfqafngdn]\afl`]kljm[lmj]g^l`]Y^l]j%kYd]kk]jna[]$oà[`\]h]f\kgfl`]hjgh]j h]j^gjeYf[]g^l`gk]\]hYjle]flk&D]lÍk[gfka\]jkge][Yk]k2 Transportation. Af l`] ]n]fl l`Yl _gg\k emkl Z] \]dan]j]\ lg l`] [mklge]j af kge] kh][aâ[ dg[Ylagf$ \]dan]jq lae]k Yf\ imYdalq af k]jna[] hjgnakagf Yj] [jm[aYd& Af gj\]j lg j]\m[]l`][gklkg^l`]Y^l]j%kYd]kk]jna[]$kge][gehYfa]kmkmYddqgmlkgmj[]][gfgea[ ljYfkhgjlYlagf[gehYfa]k$oà[`[Yfd]Y\lg\]dYqkaf[gdd][lagfgj\]dan]jqg^hjg\m[lkgj aehjgh]j`Yf\daf_g^_gg\k$Yf\làkeYq]n]f[Ymk]_j]Yl]j\YeY_]l`Yfl`]j]hYajalk]d^& Egj]gn]j$o]k`gmd\Z]Yjafeaf\l`Yl$\]khal]l`]^Y[ll`Yllàkk]jna[]akfglafl]_jYl]\ aflgl`][gehYfq$l`][mklge]joaddh]j[]an]alYkhYjlgâl& Warehouse. Làk ak Ydkg Y \a^â[mdl akkm]& L`] [gehYfq emkl lYc] aflg Y[[gmfl o`Yl [gehgf]flkeYq^YadYf\a^l`]q[YfZ]j]hdY[]\&L`]\][akagflgj]hdY[]YhYjloadd\]h]f\ gfalk[gklhdmkl`]`gmjkgôgjcf]]\]\^gjl`]j]hdY[]e]fl& AfYfq[Yk]$j]_Yj\d]kkg^l`]\][akagfkg^]Y[`hYjla[mdYj[gehYfq$aflàkj]kh][ll`]dYo klahmdYl]k l`Yl "j]_Yj\af_ dgf_%dYklaf_ hjg\m[lk$ [gfkme]j gj mk]j ak ]flald]\ lg Y hjgh]j l][`fa[Ydkmhhgjlk]jna[]Yf\lgl`]hjgnakagfg^khYj]hYjlk^gjYeafaemeh]jag\g^ân] q]Yjk^jgel`]\Yl]o`]fl`]hjg\m[lakfgdgf_]jeYfm^Y[lmj]\" DYo,/'*((*g^<][]eZ]j )1$YZgmlJ]lYadLjY\]!& 196 After-sales service 9 Follow-up.Gf[]l`]j]hYajgjj]hdY[]e]flg^l`]hjg\m[l`YkZ]]feY\]$o]emkl[Yjjq gmlY^gddgo%mhgf[mklge]jkYlak^Y[lagfYZgmll`]kgdmlagf&Làk^mf[lagfeYqZ]h]j^gj% e]\Zql`]Y^l]j%kYd]k\]hYjle]fl$l`][mklge]jk]jna[]gj]n]fl`]kYd]k\]hYjle]fl$ \]h]f\af_gfl`][gehYfq >a_&1&+!& J]_Yj\d]kkgô`g[Yjja]\gmllàk^mf[lagf$l`]^gddgo%mhemklZ]h]j^gje]\Z][Ymk]2 – Aloadd`]dhmkassess the qualityg^gmjk]jna[]&L`mk$a^l`][mklge]jakfglkYlakâ]\$o] [Yf\]l][ll`]o]Ychgaflg^gmjkmhhdq[`YafYf\ljqlgaehjgn]l`]k]jna[]&>gj]pYe% hd]$a^l`]j]`YkZ]]fY\]dYqaf[gdd][laf_l`]hjg\m[l$a^l`]hjgZd]eoYkfglhjgh]jdq Ykk]kk]\afl`]âjkl[gflY[l$Yf\kggf& – Aloadd`]dhmkidentify new customer needsafgj\]jlgaehjgn]l`]hjg\m[l& Fig. 9.3. Kmhhgjlk]jna[]af[Yk]g^ Zj]Yc\gofakY[geegfY^l]j%kYd]k k]jna[]Yegf_eYfqYmlgeYc]jk& Case study 5. After-sales department structure L`] [gehYfq ;gehml]jaf_$ K&9& k]ddk dYhlghk Yf\ \]kclgh [gehml]jk& Gf] g^ l`] ^mf[lagfk g^ alk [mklge]j k]jna[] af[dm\]kl][`fa[YdeYafl]fYf[]&D]lÍk_gl`jgm_`l`]hgkkaZd] \]n]dghe]flg^Yfaf[a\]flj][]an]\afl`Yl\]hYjle]fl& RECEIVING AND ADDRESSING ;Yddj][]hlagf O] j][]an]\ Y [Ydd ^jge Y [mklge]j <ak[jaeafYlagf' [YddeYfY_]e]fl o`gk][gehml]joaddfgllmjfgf& EYfY_]e]fl2 al oYk [gff][l]\& 9^l]j\gaf_al$alogjck& END O]Ykcl`][mklge]ja^`]gj k`] [Yf [`][c o`]l`]j l`] EYfY_]e]fl'\ak[jaeafYlagf2 al H;akhjgh]jdq[gff][l]\lg oYk [gff][l]\& L`]f o] emkl j][gj\ l`] hjgZd]e Yf\ ljYfk^]j l`]eYafk& allgl`]l][`fa[Ydkmhhgjlk]jna[]& Solution: Discrimination L`] l][`fa[Yd kmhhgjl k]jna[] Y\ealk l`Yl l`]j] ak Y ^Ymdl aflàk[gehml]jeg\]d&L`]gfdqkgdmlagfaklg[`Yf_]l`] [gehml]j^gjYf]ogf]&L`]af[a\]flakj][gj\]\Yf\ljYfk% ^]jj]\ lg l`] ljYfkhgjlYlagf \]hYjle]fl lg hjg[]]\ oal` [gdd][lagf& Management L`]ljYfkhgjlYlagfk]jna[]ha[ckmhl`]Zjgc]f[gehml]j& L`]l][`fa[Ydkmhhgjl\]hYjle]flljYfk^]jk\YlY^jgel`]gd\ [gehml]jlgl`]f]ogf]& L`] ljYfkhgjlYlagf k]jna[] \]dan]jk l`] f]o [gehml]j oal` gd\\YlYlgl`][mklge]j& L`]kYd]k\]hYjle]fl[Yddkl`][mklge]jlg[gfâje[mklge]j kYlak^Y[lagfYZgmll`]k]jna[]afl]jekg^kh]]\$caf\f]kkYf\ ]^^][lan]f]kkg^l`]kgdmlagf& Activities 7. 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Management tools O`Yl lggdk [Yf l`] [gehYfq g^ ;Yk] klm\q + F]mela[gk =khYgd]k$ K&9&! mk] lg eYfY_]alk[mklge]jk]jna[]7 Solution: Database. <]n]dghYdaklg^\YlY^jgeYdd[mklge]jk$Zglàf\ana\mYdkYf\[gehYfa]k& Telemarketing.;YddYo]]cY^l]j[`Yf_af_laj]klg[`][c[mklge]jkYlak^Y[lagf& Correspondence. EYadY[YlYdg_m]g^ZjYf\kYf\hja[]kg^laj]kYf\jaek& Internet. @Yn]Yo]Zkal]hjgeglaf_alkhjg\m[lkYf\l`jgm_òà[`[mklge]jk[Yfk]f\ km__]klagfkgj[gehdYaflk$Yf\]n]feYc]YfYhhgafle]fllgZjaf_l`]ajn]à[d]klgl`] ogjck`gh& Personal visit.J]_mdYjnakalk$eYafdqlgljm[caf_[gehYfa]k$lg[YjjqgmlY^gddgo%mhg^ l`]mk]g^l`]ajhjg\m[lk$k`goaf_Yfafl]j]klaf[mklge]jk& Activities 9. :]ka\]kl`]k]jna[]kgmldaf]\afl`]hj]nagmk[Yk]klm\q$o`Ylgl`]jk]jna[]k[gmd\ F]mela[gk=khYgd]k$K&9&g^^]jmkaf_l`]k]lggdk7 10. 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Decline: the after-sales service should try to replace customers’ products for more modern models with better features. Plan 1. Define the characteristics of after-sales service. 2. Define indicators to assess performance and levels to be achieved. 3. Design the process for the performance of each service. 4. Define the necessary resources. 5. Define the organizational structure. Implement Perform everything that has been planned: training staff, acquiring the necessary resources, implementing the procedure, etc. Control It must be performed on both the after-sales service process and its results, which means: measuring the actual system performance, comparing actual performance to planned performance, and acting accordingly, that is, adopting corrective measures. Improve After reaching the planned levels, we must draw more ambitious goals that lead to a greater degree of perfection and high quality products. Quality management and after-sales service After-sales services can be developed internally or externally. Customer service The customer must be able to contact the supplier or manufacturer easily. Technical support The company must have experts who know perfectly the product or service provided. Others Transportation, storage, incident tracking. Structuring the service Management tools of an after-sales service Databases Telemarketing Correspondence Internet Personal visit 199 9 After-sales service Test review 1. Alakf][]kkYjqlg\]ngl]lae]Yf\]^^gjllgc]]hYj]dYlagf% kàhoal`l`][mklge]jZ][Ymk]&&& a) MfkYlakâ]\mk]jkYj]Ykgmj[]g^j][gee]f\Ylagfk& b) ;mklge]jk_an]mka\]Yk^gjaehjgnaf_l`]hjg\m[lgj k]jna[]& d) HdYffaf_$\aj][laf_$[gfljgddaf_Yf\aehjgnaf_& 7. 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LYcaf_ l`] ]pYehd] g^ l`] eYjc]l g^ dYhlgh [gehml]jk$ ]phdYafl`]afhmlkYf\gmlhmlkg^l`]Y^l]j%kYd]kk]jna[] hjg[]kk& d) L`]ljYfkhgjlYlagfg^_gg\klgZ]j]hYaj]\gjYkk]kk]\ [YfZ]h]j^gje]\ZqYfq[gehYfq$hjgna\]\l`Yll`] [gklkgâlkjYl]kbmkla^ql`]ljYfk^]jg^l`Yl_gg\& Know the tools that the after-sales service can use e) L`]dYoj]imaj]kl`]eYfm^Y[lmj]jlg`Yn]Yklg[cg^ khYj] hYjlk g^ Y hjg\m[l oalàf l`j]] q]Yjk Y^l]j l`] eg\]dakfgdgf_]jeYfm^Y[lmj]\& 25. Dakll`]lggdkl`YlY[gehYfq[Yfmk]lgeYfY_]alkY^l]j% kYd]kk]jna[]& 19. Afqgmjghafagf$`gok`gmd\l`]Y^l]j%kYd]kk]jna[]kljm[% lmj]g^Y^Y[lgjqgôYkàf_eY[àf]kZ]7A\]fla^q]Y[` [gehgf]flg^l`]k]jna[]&Ogmd\alZ]gofgjgmlkgmj[]\ k]jna[]k7Bmkla^qqgmjYfko]j& 20. Ha[c^gmjhjg\m[lkafqgmj\Yadqda^] [Yj$eglgj[q[d]$`Yaj \jq]j$ _Ye] [gfkgd]$ [gehml]j$ ]l[&!& AeY_af] l`Yl Ydd g^l`]e`Yn]YZj]Yc\gofgjl`Ylqgmf]]\kge]af^gj% eYlagf YZgml l`] oYq l`]q ogjc$ mh_jY\]k gj Y\\a% lagfYd k]jna[]k& Ogmd\ qgm cfgo `go lg [gflY[l l`] Y^l]j%kYd]kk]jna[]7>af\l`]oYqlg[gflY[ll`]Y^l]j%kYd]k k]jna[]^gj]Y[`g^l`]hjg\m[lk&AkalYf]YkqlYkc7 Find and fix errors in the after-sales service 26. <gqgmcfgoo`YlY\YlYZYk]akYf\`goakalmk]\afYf Y^l]j%kYd]kk]jna[]7=phdYafaloal`qgmjgofogj\k& 27. LàfcYZgmll`]dYl]klhjg\m[lkgjk]jna[]kqgmhmj[`Yk]\ Yf\]phdYafa^kge]g^l`gk][gehYfa]k`Yn]mk]\Yfqg^ l`]lggdkl`Ylo]`Yn]klm\a]\aflàkmfal& 28. AeY_af]l`YlqgmogjcafY[dafa[g^[gke]la[lj]Yle]flk& @go[gmd\qgmmk]l`]lggdkklm\a]\aflàkmfallgeYfY_] l`]Y^l]j%kYd]kk]jna[]7 29. Oà[`g^l`]^gddgoaf_klYl]e]flkak^Ydk]7 a) O`]f Y [gehYfq lYc]k l`] lae] lg eYc] Y h]jkgfYd nakal$l`][mklge]j^]]dknYdm]\& 21. AeY_af] qgm ogjc ^gj l`] Y^l]j%kYd]k \]hYjle]fl g^ Y [gehYfql`Ylakafl`]Zmkaf]kkg^k]ddaf_kg^loYj]&Qgm `Yn] j][]an]\ l`] ^gddgoaf_ h`gf] [Yddk ^jge \a^^]j]fl [mklge]jk&=phdYafafqgmjgofogj\kl`]eaklYc]afl`] k]jna[]Yf\km__]klk]n]jYde]Ykmj]klgkgdn]al& b) 9\YlYZYk]k`gmd\Z]h]jag\a[Yddqmh\Yl]\afgj\]jlg Z]]^^][lan]& a) 9[mklge]j[Yddklg[gehdYafZ][Ymk]l`][gehYfqlgd\ àel`YlYf]ph]jlogmd\[Yddàelog\YqkY_glgkgdn] kge]\gmZlkYZgmll`]`Yf\daf_g^l`]Yhhda[Ylagf$Zml fggf]`Yk[Ydd]\àeq]l& d) >Ypakfglg^l]fmk]\YkYe]Yfklgc]]haflgm[òal` [mklge]jk& b) 9[mklge]j[Yddklgk]]a^l`]kg^loYj]k`]Zgm_`llog q]YjkY_gak[gehYlaZd]oal`l`]f]ogh]jYlaf_kqkl]e l`YlEa[jgkg^lakj]d]Ykaf_& 202 c) 9[mklge]j[YddkZ][Ymk]Yhjg_jYe`Yk^jgr]f]pY[ldq o`]f `] oYk kYnaf_ l`] [`Yf_]k g^ Y \g[me]fl Yf\ oYflklgcfgoa^l`]af^gjeYlagf[YfZ]kYn]\& c) L]d]eYjc]laf_Yddgokmklg[geemfa[Yl]oal`gmj[mk% lge]jkima[cdq$]^â[a]fldqYf\hjgâlYZdq& e) EYfq [gehYfa]k Ydj]Y\q `Yn] Y o]Zkal] oal` ^gjek l`jgm_òà[`[gfkme]jk[Yfk]f\]eYadkoal`[ge% e]flk$im]klagfk$km__]klagfkYf\gl`]j[gf[]jfkl`]q eYq`Yn]YZgmll`][gehYfqgjalkhjg\m[lkgjk]jna[]k& Unit 10 The information processing In this unit you’ll learn how to: A\]fla^q l`] egkl YhhjghjaYl] e]Yfk lg \]n]dgh ojall]f [geemfa[Ylagf l`jgm_` ]d][ljgfa[e]Yfk& A\]fla^qaf^gjeYlagfk][mjalqe]Ykmj]k& <]âf]l`][gf[]hlg^âd]Yf\alk ^mf[lagfk& EYfY_]l`]\a^^]j]flkqkl]ekl`Yl [YfZ]mk]\lg[dYkka^qaf^gjeYlagf& 9kk]kkl`]Y\nYflY_]kYf\\akY\nYflY_]k g^\a^^]j]flâd]e]\aY& And you’ll study: L`]aehgjlYf[]g^k][mjalqo`]f \]Ydaf_oalàf^gjeYlagf& L`]^mf[lagfkg^l`]âd]& L`]lqh]kg^]paklaf_âd]k& L`][dYkkaâ[Ylagfkqkl]ek2Ydh`YZ]la[Yd$ fme]ja[Yd$[`jgfgdg_a[Yd$_]g_jYhà[Yd Yf\l`]eYla[& L`]\a^^]j]flâd]e]\aY& <YlY\a_alarYlagf& 10 The information processing 1. Information processing ;gehYfa]k [gdd][l \YlY [gflafmgmkdq2 ^jge l`]aj [mklge]jk$ l`]aj kmhhda]jk$ l`]aj hYjlf]jk$ ]l[&L`mk$\YlY[gflYaf]\afYffmYdY[[gmflkgjZaddkg^]p[`Yf_] Yko]kYoafMfal/!akYf Yml`]fla[kgmj[]gâf^gjeYlagf& L`]j]^gj]$\YlYZYk]k—kgnYdmYZd]afl`]eYjc]l—eYq[ge]^jgel`]\YlY`Yf\d]\Zql`] [gehYfqalk]d^gjZqgl`]j[gehYfa]kl`Yl$aflmjf$`Yn]kgd\l`]e& L`] mk]jk g^ làk af^gjeYlagf [Yf jYf_] ^jge eYfY_]jk lg ZYka[ klY^^$ Zgl` af hjanYl] Yf\ hmZda[[gehYfa]k$oà[èYqZ]$aflmjf$[mklge]jk$kmhhda]jkgjgl`]jhYjla[ahYflkafl`][`Yaf& @go]n]j$ Ydd làk af^gjeYlagf ak fgl _]fmaf]dq valuable a^ al ak fgl hjgh]jdq mh\Yl]\ gj [dYkkaâ]\&L`mk$gf[][gdd][l]\$l`][gehYfq`Yklgkgjl$k]d][lYf\hjg[]kklàk\YlY$Yklàkak l`]gfdqoYqgêYcaf_Yf]^â[a]flmk]g^l`]ekgl`Yl\YlY[Yf`]dheYc]jYlagfYd\][akagfk& Làk e]Yfk l`Yl o] emkl [Yjjq gml l`] information processing$ l`Yl ak lg kYq$ Y k]l g^ km[[]kkan]gh]jYlagfkl`YlYj]h]j^gje]\oal`l`]af^gjeYlagfgZlYaf]\Yf\l`Ylaf[dm\]l`] ^gddgoaf_stages2 Information search, collection and storage Classification of the obtained information Preparation of documents from that information and presentation or distribution to the interested parties Selection of the information needed at each moment Scheme 10.1. KlY_]kgâf^gjeYlagfhjg[]kkaf_& 1.1. Information search Fig. 10.1. 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Kgmj[]kgâf^gjeYlagf& 204 External The information processing 10 Finding information on the Internet Mfladj][]fldq$k]Yj[àf_^gjaf^gjeYlagfoYkYfYj\mgmklYkcl`Ylj]imaj]\Y_j]Yl\]Ydg^ hYla]f[] Yf\ lae]& L`Yfck lg l][`fgdg_a[Yd Y\nYf[]k$ af^gjeYlagf k]Yj[` lg\Yq ak mkmYddq h]j^gje]\l`jgm_Àfl]jf]lk]Yj[`]f_af]k& 9browser or search engineakYo]Zkal]l`Ylk]Yj[`]kgl`]jo]Zkal]kl`Yle]]lYld]Ykl gf]k]Yj[`[gf\alagfk]lZql`]mk]j&Aflmjf$l`]k]Yj[`[gf\alagfakl`]ogj\gjk]lg^ ogj\kl`Yll`]o]Zkal]kl`Ylo]k]]cemkl[gflYaf& >gj ]pYehd]$ a^ l`] k]Yj[` [gf\alagf ak ":Yj[]dgfY"$ l`] k]Yj[` ]f_af] k`gmd\ j]lmjf Y dakl gô]Zkal]kl`Yl[gflYafl`]ogj\":Yj[]dgfY"YkYj]kmdl& O`]fo]h]j^gjeAfl]jf]lk]Yj[`]k$o]âf\l`Ylalakimal]fgjeYdlggZlYaflggeYfqj]% kmdlk$ Yf\ o] oYkl] kg em[` lae] ljqaf_ lg dg[Yl] l`] kh][aâ[ af^gjeYlagf o] f]]\& Làk hjgZd]e[YfZ]hYjlaYddqkgdn]\Zqmkaf_Yfqg^l`]^gddgoaf_options2 K]d][lspecifickeywordsgfl`]lgha[o]oYfllgâf\&>gj]pYehd]$aô]oYfllgâf\ af^gjeYlagfYZgmlmfan]jkala]kaf:Yj[]dgfY$o]ogfÍlgfdqk]Yj[òal`l`]ogj\":Yj[]dg% fY"$Zmlo]oaddYdkgY\\"mfan]jka\Y\]k"& Mk]Yset of wordsbetween quotation marksYkYk]Yj[`[gf\alagf&Làkakl`]^gjemdY o]mk]lgl]ddl`]Zjgok]jl`Ylo]oYfllgâf\l`gk]]pY[logj\kafl`Ylgj\]j&Afl`] kYe]]pYehd]$aô]lqh] "Mfan]jka\Y\\]:Yj[]dgfY"$o]oadd_]lYddl`]j]kmdlkj]dYl]\ lglàkkh][aâ[mfan]jkalq$Zmlaô]afljg\m[]l`]ogj\"mfan]jka\Y\"Yf\"@m]dnY"afl`] k]Yj[`]f_af]oal`gmlimglYlagfeYjck$l`]j]kmdlkoadd[gflYafYddl`]o]Zkal]ko`]j]Zgl` ogj\kYhh]Yj$fglf][]kkYjadqlg_]l`]j$Yf\]n]fgfdqgf]g^l`]e ^gj]pYehd]$Yo]Zkal] \]ngl]\lgYfY[lanalqg^l`]Mfan]jkalqg^:Yj[]dgfYafoà[`làk[alqake]flagf]\!& Mk] Ydvanced search ghlagfk g^^]j]\ Zq l`] k]Yj[` ]f_af] l`Yl Yddgok mk lg daeal l`] [gfl]plYf\l`]l]jek$dYf_mY_]$Yf\kggf& Fig. 10.2. Kmjâf_l`]Afl]jf]lakfgl \a^â[mdl$Zmlaô]oYfllgdg[Yl]kge] kh][aâ[af^gjeYlagfo]f]]\lgcfgo []jlYafjmd]kkm[`Ykl`]mk]g^gh]jYlgjk& Exclude similar words&AfeYfq[Yk]k$k]Yj[`]f_af]k_an]mkj]kmdlkl`Yl\gfÍl[gflYaf l`] ]pY[l l]je o] Yj] dggcaf_ ^gj$ Zml \]janYlagfk g^ al gj kaeadYj ogj\k& 9_Yaf$ o] [Yf hj]n]fllàkmkaf_imglYlagfeYjck& Mk]Boolean, proximity, or sign operatorsafl`]k]Yj[`[gf\alagf&L`]k]dg_a[Ydgh]jYlgjk h]j^gjel`]^mf[lagfkl`YlYj]mkmYddq[Yjja]\gmloal`l`]Y\nYf[]\k]Yj[`$Yf\o]emkl lqh]l`]eZ]lo]]fl`]ogj\k^gjeaf_l`]k]Yj[`[gf\alagf&L`]^gddgoaf_dg_a[Ydgh]jY% lgjkmkmYddqogjcafYddZjgok]jk2 – Boolean operators: mkmYddq 9F<$ GJ Yf\ FGL& A^ o] mk] 9F< Z]lo]]f log ogj\k afl`]k]Yj[`[gf\alagf$o]Yj]l]ddaf_l`]k]Yj[`]f_af]l`Ylo]oYflj]kmdlk[gflYaf% af_ Zgl` ogj\k f][]kkYjadq& Gf l`] gl`]j `Yf\$ l`] GJ gh]jYlgj afkljm[lk l`] k]Yj[` ]f_af] lg âf\ Yfq g^ l`]k] ogj\k Yf\ \akhdYq l`] j]kmdlk& >afYddq$ a^ o] lqh] FGL Z]^gj]Yogj\o]Yj]klYlaf_l`Ylo]\gfÍloYfll`]âjklogj\lgZ]j]dYl]\lgl`]k][gf\ gf]& – Proximity operators: mkmYddq F=9J Yf\ 9<B klYf\af_ ^gj "Y\bY[]fl"!& L`] gh]jYlgj F=9J `Yk l`] kYe] ^mf[lagf Yk 9F<$ Zml gfdq j]lmjfk l`gk] o]Zkal]k af oà[` l`] \aklYf[]Z]lo]]fZgl`l]jekakl]fogj\kgjd]kk&Afl`][Yk]g^9<B$l`][gf\alagfak ]n]fkljgf_]j$YkZgl`l]jekemklYhh]Yjlg_]l`]jgfl`]o]Zkal]$Zmll`]q\gfÍl`Yn] lgZ]afl`]kYe]gj\]jYk]fl]j]\& – Sign operators: mkmYddq#Yf\%&Oal`l`]k]gh]jYlgjko][Yfafkljm[ll`]k]Yj[`]f_af] lgk`goo]Zkal]kaf[dm\af_YhYjla[mdYjl]je #!gjoal`gmlYhYjla[mdYjl]je %!& Web L`]^gddgoaf_o]Zkal]af[dm\]kYf mh\Yl]\daklg^mk]^mdk]Yj[`]f_a% f]k2 http://es.wikipedia.org/wiki/ Lista_de_motores_de_busqueda 205 10 The information processing 1.2. Classification of information Vocabulary Business strategy.Alakl`]k]lg^ dgf_%l]je _gYdk g^ l`] [gehYfq$ km[` Yk l`] \]âfalagf g^ alk Zmka% f]kkYj]Yk& Business tactics. Alakl`]j]YdarYlagf g^l`]kljYl]_qafl`]k`gjl]jl]je hdYfk$km[`Ykl`]lqh]g^hjg\m[lk l`Yll`][gehYfqoadddYmf[`& Business operations. Al ak l`] kh][aâ[oYqg^h]j^gjeaf_gh]jY% lagfkgfY\Yq%lg%\YqZYkak& 9ll`]Z]_affaf_g^làkmfalo]]phdYaf]\l`Yll`]af^gjeYlagfl`][gehYfqgZlYafkemklZ] [dYkkaâ]\gj$afgl`]jogj\k$Z]_jgmh]\Zq[geegf[`YjY[l]jakla[kgjYlljaZml]k&Làkf]]\ ^gj[dYkkaâ[Ylagfgâf^gjeYlagfakl`]kgmj[]g^l`] information systems AK!$mk]\lgkgjl$ hjg[]kkYf\mk]af^gjeYlagf& 9f]^^][lan]af^gjeYlagfkqkl]ek`gmd\af[dm\]l`]^gddgoaf_^]Ylmj]k2 Accuracy&Làk^]Ylmj]akn]jqaehgjlYflaf]n]jqaf^gjeYlagfkqkl]e&@go]n]j$Y[[mjY[q mkmYddq aehda]k à_` [gklk af l]jek g^ lae] Yf\ egf]q3 l`mk$ o] emkl gZlYaf Y ZYdYf[] Z]lo]]fY[[mjY[qYf\][gfgea[naYZadalq& Timing&Lae]dqaf^gjeYlagfakl`YlgZlYaf]\Yll`]ja_`llae]&L`]af^gjeYlagfgZlYaf]\ lgg]YjdqgjlggdYl]akd]kknYdmYZd]& Capacity&L`]af^gjeYlagfkqkl]eemklZ]YZd]lghjgna\]Yddl`]\YlYYlgf[]Yf\lgYnga\ \]dYqk& Conciseness& L`] af^gjeYlagf hjgna\]\ emkl Z] Zja]^& O] emkl kqfl`]kar] af^gjeYlagf oal`gmldgkaf_alk[YhY[alq^gj\][akagf%eYcaf_& Relevance&Af\YlY[gdd][lagf$af^gjeYlagfhjg[]kkaf_Yf\kqkl]egmlhmlkl`]j]Yj]kge] d]n]dkYf\hjagjala]kl`YlemklZ]k]l$Yk\YlYYj]fglYddl`]kYe]Yf\k`gmd\fÍlZ]hjg[]kk% ]\Ykl`]qYj]gZlYaf]\& Availability&Af^gjeYlagfemklZ]Y[[]kkaZd]o`]f]n]jf][]kkYjq& Security&LàkeYq`Yn]\a^^]j]flYhhjgY[`]k2l`]mk]g^k][mjalqd]n]dk^gj]n]jqmk]j$l`] k][mjalqg^klgj]\af^gjeYlagfgjl`]hjgl][lagfg^l`][gfâ\]flaYdalqg^h]jkgfYd\YlY& Af^gjeYlagf kqkl]ek eYq Z] classified Y[[gj\af_ lg k]n]jYd hgkkaZadala]k& L`] âjkl gf] ak j]dYl]\lgl`]eYaf^mf[lagfg^l`]k]kqkl]ek2[dYkkaâ[Ylagfgâf^gjeYlagf$kgl`]qYj]_jgmh% ]\ according to the hierarchy levels g^ l`] gj_YfarYlagf& Af gl`]j ogj\k$ ]Y[` d]n]d g^ l`] [gehYfq mkmYddq j]imaj]k \a^^]j]fl lqh]k g^ af^gjeYlagf3 ^gj ]pYehd]$ l`] mhh]j d]n]d k]fagjeYfY_]e]fl!f]]\kaf^gjeYlagf^gjl`]\]ka_fg^dgf_%l]jekljYl]_a]k^gjl`][gehYfq3 l`]afl]je]\aYl]d]n]d `]Y\kg^\]hYjle]flk$ea\\d]eYfY_]jk$]l[&!f]]\kaf^gjeYlagflg \]ka_fe]\ame%l]jelY[la[k3Yf\l`]gh]jYlagfYdd]n]d gh]jYlgjk$n]f\gjk$]l[&!f]]\kaf^gj% eYlagf^gjl`]h]j^gjeYf[]g^lYkck& L`mk$làk[dYkkaâ[Ylagfaf[dm\]kfour typesgâf^gjeYlagfkqkl]ek2 LjYfkY[lagfhjg[]kkaf_kqkl]e2af^gjeYlagf^gj\Yq%lg%\YqZmkaf]kk k`gjll]je!& EYfY_]e]flaf^gjeYlagfkqkl]e2af^gjeYlagfj]kgmj[]k^gj\Yadq[gfljgdgh]jYlagfk k`gjll]je!& <][akagfkmhhgjlkqkl]e2af^gjeYlagf^gjlY[la[Yd\][akagfk e]\amel]je!& =p][mlan]af^gjeYlagfkqkl]e2af^gjeYlagf^gjkljYl]_a[\][akagfk dgf_l]je!& Table 10.2. HgkkaZd]af^gjeYlagfkqkl]ekY[[gj\af_lgl`]à]jYj[à[Ydd]n]d& Activities 1. EYl[`l`]lqh]kgâf^gjeYlagfkqkl]ekYf\l`]à]jYj[à% [Ydd]n]dkl`]qYj][j]Yl]\^gj2 LjYfkY[lagfhjg[]kkaf_ kqkl]ek EYfY_]e]flaf^gjeYlagf kqkl]ek 206 Ea\\d]eYfY_]e]fl Gh]jYlaf_`]Y\k <][akagfkmhhgjlkqkl]ek K]fagjeYfY_]e]fl =p][mlan]af^gjeYlagf kqkl]ek Gl`]jklY^^ 2. ;Yje]f?mlajj]r$_]f]jYdeYfY_]jgÂf\mkljaYk;geafg$ K&D&$ oYflk lg aehd]e]fl Yf af^gjeYlagf kqkl]e af l`] [gehYfq lg hjgna\] ^Ykl$ j]daYZd] \YlY ^gj l`] \][akagf% eYcaf_hjg[]kk& AfY\\alagf$k`]f]]\kYhjgh]jh]j^gjeYf[]g^[gehml]j Yhhda[Ylagfk$Ykl`]hj]nagmkkqkl]eoYkfglogjcaf_hjg% h]jdqYf\_j]Yldqàf\]j]\l`]af^gjeYlagf^dgo& KlYl]o`Yl^]Ylmj]kg^l`]kqkl]eYj]hjagjala]k^gj;Yje]f Yf\o`Ylgl`]j^]Ylmj]kYj]\]kajYZd]& The information processing 9fgl`]j[dYkkaâ[Ylagfgâf^gjeYlagfkqkl]ek\ana\]kl`]eaflg exact systemsYf\ambiguous systems& 9 [dYkkaâ[Ylagf kqkl]e ak exact o`]f [gfl]flk Yj] _jgmh]\ aflg k][lagfk l`Yl Yj] ^mddq \a^^]j]flaYl]\ ^jge ]Y[` gl`]j$ kg l`Yl l`] kYe] af^gjeYlagf f]n]j Z]dgf_k lg egj] l`Yf gf][dYkkaâ[Ylagf&Aflmjf$l`]k]kqkl]ek[YfZ][dYkkaâ]\Ydh`YZ]la[Yddq$_]g_jYhà[Yddqgj [`jgfgdg_a[Yddq2 Alphabetical classification: al ^gddgok l`] gj\]j g^ l`] Ydh`YZ]l ^gj kge] YlljaZml] g^ af^gjeYlagf&>gj]pYehd]$o`]fgj\]jaf_af^gjeYlagfYZgmll`][gehYfqklY^ô]eYqmk] l`]Ydh`YZ]la[Ydgj\]jg^l`]]ehdgq]]kÍkmjfYe]k& Geographical classification: al ak ZYk]\ gf l`] hdY[] ^jge oà[` l`] af^gjeYlagf ak gZlYaf]\&>gj]pYehd]$o]eYq[dYkka^qkge]af^gjeYlagf^jge[mklge]jkY[[gj\af_lgl`] hdY[]o`]j]l`]qdan]& Chronological order:algj_Yfar]kaf^gjeYlagfZq\Yl]&9f]pYehd]akY[[gmflaf_af^gjeY% lagf$oà[àkmkmYddqgj_Yfar]\Y[[gj\af_lgl`]\Yl]gfoà[`gh]jYlagfkYj]h]j^gje]\& 10 Do you know that...? Gf] g^ l`] mk]k g^ _]g_jYhà[Yd [dYkkaâ[Ylagfgâf^gjeYlagfakl`] kg%[Ydd]\geomarketing& >gj]pYehd]$o`]fo]Yj]afYeYdd Yf\o]oYfllghYq$o]Yj]mkmYddq Ykc]\ gmj rah [g\]& Làk af^gjeY% lagfYf\l`]\]lYadkg^gmjhmj[`Yk] Yj] mk]\ lg eYc] [gfkmehlagf eYhk [gflYafaf_ l`] hjgn]fYf[]$ Zmqaf_ hj]^]j]f[]k Yf\ hmj[`Y% kaf_ hgo]j g^ [mklge]jk _jgmh]\ Zq_]g_jYhà[YdYj]Yk&LàkYddgok ^gj egj] ]^â[a]fl eYjc]laf_ gh]jYlagfkYae]\Ylhgl]flaYd[mk% lge]jkaf]Y[`Yj]Y& Af[gfljYkllg]pY[l[dYkkaâ[Ylagfkqkl]ek$o]j]^]jlgambiguouskqkl]eko`]fl`]mk]jg^ l`]af^gjeYlagfak_an]fl`][`Yf[]lgk]Yj[`^gj[]jlYaf[gfl]fll`]]pY[ldg[Ylagfgôà[` akmfcfgof$Zmloà[`[gmd\Z]^gmf\Zqk]Yj[àf_Ykh][aâ[[Yl]_gjq&>gj]pYehd]$o]oYfl lgY[[]kkl`]h]jkgfYdhjgâd]g^Yf]ehdgq]]3o]\gfÍlcfgoàkgj`]jfYe]Zmlo]cfgo l`Yl`]gjk`]Z]dgf_klgl`][gee]j[aYd\]hYjle]fl& L`]j]^gj]$a^l`]j]akY[dYkkaâ[Ylagfg^]ehdgq]]kY[[gj\af_lgl`]\]hYjle]fllgoà[`l`]q Z]dgf_$aloaddZ]n]jq]Ykqlgâf\l`]af^gjeYlagfo]f]]\&9eZa_mgmk[dYkkaâ[Ylagfkqkl]ek af[dm\]l`]eYla[[dYkkaâ[YlagfYf\[dYkkaâ[YlagfZq_jgmhkg^mk]jk2 Thematic classification: kaeadYj[gfl]flkYj]_jgmh]\Zq[Yl]_gjq&>gj]pYehd]$Yddaf^gj% eYlagf[gf[]jfaf_kmhhda]jk& Classification by groups of users: o`]f l`] af^gjeYlagf ak hj]k]fl]\ k]hYjYl]dq lg l`] nYjagmkafl]j]kl]\hYjla]k&>gj]pYehd]$Yo]Zkal]afoà[`l`]af^gjeYlagfgâfl]j]kl^gj kmhhda]jkakk]hYjYl]\^jgel`]af^gjeYlagfgâfl]j]kl^gj[mklge]jkgj^jgel`][gfl]flk ^gj]ehdgq]]k& Af kmeeYjq$ o] [Yf j]hj]k]fl Ydd l`]k] kqkl]ek g^ af^gjeYlagf [dYkkaâ[Ylagf Yk ^gddgok LYZd])(&+!2 Exact systems Ambiguous systems 9dh`YZ]la[Yd[dYkkaâ[Ylagf L`]eYla[[dYkkaâ[Ylagf ?]g_jYhà[Yd[dYkkaâ[Ylagf ;`jgfgdg_a[Yd[dYkkaâ[Ylagf ;dYkkaâ[YlagfZq_jgmhkg^mk]jk Table 10.3. Af^gjeYlagfkqkl]ekY[[gj\af_lgalkY[[mjY[q& Activities 3. AeY_af]l`Yll`]âd]kg^l`]]ehdgq]]kg^Y[gehYfqaf[dm\]l`]fYe]$Y\\j]kkYf\ q]Yjkg^k]fagjalq&O`Yl[dYkkaâ[Ylagfkqkl]ek[gmd\Z]mk]\lghjgh]jdqgj_Yfar]làk af^gjeYlagf7 4. L`][gehYfq9D>9$K&D&akafl`]Zmkaf]kkg^YfaeYl]\âdekYf\[dYkkaâ]kalkaf^gj% eYlagfmkaf_k]hYjYl][jal]jaY^gjegna]k^gj[àd\j]fYf\^gjY\mdlk&O`Yllqh]g^ [dYkkaâ[Ylagf\g]kalmk]o`]feYcaf_làkk]hYjYlagf7 Watch out! Afl][`fgdg_q]fnajgfe]flk$metaphorical classification ak mk]\ kge]lae]k& L`] a\]Y ak lg mk] ^YeadaYjl]jeklg]phdYafYZkljY[l$ af^gjeYlagf%j]dYl]\ [gf[]hlk lg l`] mk]j& >gj ]pYehd]$ l`] âjkl làf_ l`Yl Yhh]Yjk gf l`] k[j]]f o`]fdgY\af_l`]gh]jYlaf_kqkl]e akY\]kclgh$o]kYn]l`]af^gjeY% lagf af ^gd\]jk$ Yf\ \]d]l]\ af^gj% eYlagf_g]klgl`]j][q[d]Zaf& 207 10 The information processing 1.3. Information selection Gf[]o]`Yn]kgm_`lYf\[dYkkaâ]\af^gjeYlagf$o]emkl[YjjqgmlYâdl]jaf_hjg[]kko`]j] o]oaddc]]hafl]j]klaf_af^gjeYlagf$fglgfdq^gjl`][gehYfq$ZmlYdkglggl`]jhgl]flaYd mk]jkl`Yll`]q[Yfj]na]olàkaf^gjeYlagf ^gj]pYehd]$Yfafl]jfYdYm\algj!& L`]h]jkgfj]khgfkaZd]^gjl`]k]d][lagfgâf^gjeYlagfk`gmd\c]]hl`]\YlYl`Yl$afàkgj`]j ghafagf$Yj]egj]aehgjlYflY[[gj\af_lgl`]afalaYdhmjhgk]gâf^gjeYlagf_Yl`]jaf_& O][Yf\]âf] information selection YkYfqY[lagfl`Yll]f\klgYkk]kk$\ak[jaeafYl] Yf\âdl]j$YlYfqlae]$af^gjeYlagfl`YlY[gehYfq`YkY[[gj\af_lgl`]gZb][lan]kl`Yl Yj]hmjkm]\& Fig. 10.3. >adl]jaf_l`]af^gjeYlagfl`Yl o]`Yn][gdd][l]\Yf\kgjl]\ak]kk]flaYd ^gjl`]j][]an]jk& Examples O`]f l`] af^gjeYlagf ak ojgf_$ l`] \][akagf eY\] ak Ydkg ojgf_& 9f ]pYehd] g^ làk ak l`] [Yk] g^ Y[gehYfqg^9;gjmYl`Ylgf[] l`gm_`l YZgml dYmf[àf_ Y f]o hjg\m[l& Lg eYc] l`] \][akagf$ al [geeakkagf]\Ykmjn]q$l`]j]kmdlk gôà[`^gj]kYol`YllàkdYmf[` ogmd\ Z] Yf ]p[]dd]fl a\]Y& 9k l`]kmjn]qoYkfgl\gf]hjgh]jdq Z][Ymk]g^Yhggjk]d][lagfYf\Y keYddfmeZ]jg^j]khgf\]flk$l`] [gehYfqdYmf[`]\Yhjg\m[ll`Yl oYkY[gehd]l]^Yadmj]& K]d][laf_af^gjeYlagfakYlYkcg^\ak[jaeafYlagf$Ykalaehda]kk]hYjYlaf_af^gjeYlagfl`Ylak mk]^md ^gj l`] afl]f\]\ hmjhgk] ^jge l`] af^gjeYlagf l`Yl ak fgl j]d]nYfl& :ml Z]^gj] h]j% ^gjeaf_làklYkc$o]emklYkk]kkl`]af^gjeYlagfYnYadYZd]lgmk&Lg\glàk$o]oaddYhhdq gZb][lan] l][`faim]k ZYk]\ gf [jal]jaY gj hYjYe]l]jk mf\]j oà[` o] oadd [gf\m[l l`] Ykk]kke]flhjg[]kkg^l`]af^gjeYlagfo]`Yn]!gjkmZb][lan]l][`faim]k ZYk]\gfh]jkgfYd [jal]jaY!&@go]n]j$o]emkl[gfka\]jl`YllàkYkk]kke]flhjg[]kkakl`]eYaf[jal]jagfl`Yl o]oadd`Yn]o`]fk]d][laf_l`]af^gjeYlagf& 9k^gjl`]k]d][lagfprocess$l`]j]Yj]fgmfan]jkYddqY[[]hl]\[jal]jaYlgh]j^gjeâdl]jaf_Yf\ k]d][lagfgâf^gjeYlagf$Yf\]n]jqlàf_oadd\]h]f\gfl`]f]]\kl`Yll`]Zmkaf]kkgj_Yfa% rYlagfeYq`Yn]YlY_an]flae]&Làk^Y[leYqd]Y\mklggZlYafojgf_af^gjeYlagf^jgel`] k]d][lagfhjg[]kk3l`mk$Yld]Ykl$o]emklZ][Yj]^mdYf\Ykcgmjk]dn]ko`]l`]jl`]k]d][l]\ af^gjeYlagfoadde]]ll`]_gYdkl`Yll`][gehYfq`Ykk]lgjfgl& 9fgl`]j hjgZd]e l`Yl o] eYq âf\ o`]f k]d][laf_ af^gjeYlagf ak l`] saturation l`Yl l`] h]jkgf af [`Yj_] g^ âdl]jaf_ l`] af^gjeYlagf YnYadYZd] eYq km^^]j$ af [Yk]k o`]j] \YlY Yj] lgg eYfq lg [`ggk] ^jge oal` l`] [gfk]im]fl dgkk g^ lae] Yf\ [gklk l`Yl eYq Z] af[mjj]\!&Lg\Yq$oalèg\]jf[gehml]jkqkl]ekYlgmj\akhgkYdYf\mk]g^klYl]%g^%l`]%Yjl klgjY_]kqkl]ek$làkhjgZd]eak\akYhh]Yjaf_$Zmll`]ajhgl]flaYd]^^][lkkladd]pakl& <]khal]l`]hgl]flaYdhjgZd]eg^dY[cg^gZb][lan][jal]jaYlgeYc]l`]k]d][lagf$o]eYqdakl YfmeZ]jg^ general criterial`Yl[YfZ]mk]\ZqZmkaf]kkgj_YfarYlagfko`]fk]d][laf_af% ^gjeYlagf2 Costs of profitability: l`]k]d][lagfhjg[]kkemklZ]\]n]dgh]\Yll`]dgo]kl[gklhgkkaZd] lgl`][gehYfq&AfY\\alagf$l`]j]eYqZ]Zm\_]lYjq[gfkljYaflkY^^][laf_gmjY[[]kklg kge]af^gjeYlagfkgmj[]k& Vocabulary Internal auditor. Kge]lae]k[ge% hYfa]k k]l afl]jfYd [gfljgdk$ km[` Yk imYdalq [gfljgdk$ lg n]ja^q l`Yl l`] hjg[]\mj]k Yj] h]j^gje]\ [gjj][ldq& 9f afl]jfYd Ym\algj ak Y h]jkgf o`g \g]k làk caf\ g^ [gfljgd&Afl`]â]d\gâf^gjeYlagf k]d][lagf$l`]afl]jfYdYm\algjn]ja% â]k l`Yl l`] af^gjeYlagf e]]lk l`] gZb][lan]k l`Yl l`] [gehYfq `Ykhj]nagmkdqk]l& 208 Information use and interest:\mjaf_l`]âdl]jaf_hjg[]kk$o]emklYkcgmjk]dn]kYZgml l`]nYdm]Yf\afl]j]klg^l`]af^gjeYlagflgl`]h]ghd]o`g[YfeYc]Yfqj]d]nYfl\][akagf lgl`]gj_YfarYlagf ^gj]pYehd]$^gjl`]eYfY_]e]flg^l`][gehYfq!&L`]af^gjeYlagf eYq`Yn]fghjY[la[Ydafl]j]kl^gjl`][gehYfq^gjk]n]jYdj]Ykgfk2 – L`]j]akaf^gjeYlagfoal`kaeadYj[gfl]fl2aflàk[Yk]$o]emkl]daeafYl]\mhda[Yl]af% ^gjeYlagf& – Dgo%Afhml2kge]af^gjeYlagfeYqZ]gml\Yl]\gjgZkgd]l] Z][Ymk]l`]j]akkge]f]o]j gjZ][Ymk]l`]j]`Yn]Z]]feaklYc]kafalk[gdd][lagf!& – Dalld]afl]j]kl^gjl`]]f\mk]j2làkako`ql`]afalaYdYkk]kke]fl[YffglZ]\gf]oal`gml lYcaf_aflgY[[gmfll`]hgl]flaYdhmZda[l`YleYqmk]làkaf^gjeYlagf&L`YlaklgkYq$o] emklk]d][ll`]af^gjeYlagfY[[gj\af_lgl`]f]]\kl`Ylalafl]f\klg[gn]j& The information processing Reliability:o]emkl]fkmj]l`Yll`]af^gjeYlagf`YkZ]]fn]jaâ]\gj[`][c]\&Afl`]]n]fl l`Ylo]`Yn]]na\]f[]l`YlYk]ja]kg^\YlY`Yn]fglZ]]fn]jaâ]\$làkaf^gjeYlagfoaddZ] YmlgeYla[Yddq\ak[Yj\]\& Available time:af_]f]jYd$l`]lae]o]`Yn]akk[Yj[]&@go]n]j$l`]egj]lae]$l`]egj] dac]dql`Ylk]d][l]\af^gjeYlagfakj]d]nYfllgl`]gZb][lan]ko]`Yn]k]l& Nature of information: l`]e]\ameafoà[àf^gjeYlagfak[gdd][l]\$alkY[[]kkaZadalq^gj ]f\mk]jkgjl`]gja_afYdalqg^l`]af^gjeYlagfYj]^Y[lgjkl`Ylo]emkl`Yn]afeaf\o`]f eYcaf_l`]k]d][lagfgêYl]jaYd& Source of information: o] eYq Z] afl]j]kl]\ af cfgoaf_ l`] gja_af g^ l`] af^gjeYlagf o`]fo]eYc]l`]k]d][lagf3a^l`]\YlYkgmj[]ako]dd%cfgof$o]oadd[`ggk]làkgf]af% kl]Y\g^gl`]jkoal`d]kkj]daYZd]kgmj[]k& 10 Spanish assistant 9mfim] reliabilityhm]\]ka_faâ[Yj Ê^gjeYda\Y\Ë g Êk]ja]\Y\Ë [mYf\g k]Yhda[YYh]jkgfYk$]f]kl]daZjg dY ]klYegk mkYf\g ]f km k]fla\g \] ÊâYZada\Y\Ë& MfY [gkY aehgj% lYfl]2kaima]j]k]ehd]Yj]dn]jZg$ to rely, fg gdna\]k mkYjdg ka]ehj] k]_ma\g\]dYhj]hgka[afon:I rely on this company Ê[gf^g en ]kY ]ehj]kYË!& Objectivity: Yko]]phdYaf]\YZgn]$l`]af^gjeYlagfk]d][lagfk`gmd\hjgna\]YfgZb][lan] mk]afl`]\][akagf%eYcaf_hjg[]kk&L`YlaklgkYq$o]emkl[`ggk]l`]af^gjeYlagfl`Ylak j]d]nYfl^gjgmjhmjhgk]Yf\\ak[Yj\mk]d]kkgjaf[gehd]l]af^gjeYlagf& Case study 1. Information selection. Criteria L`][gehYfq9dYjeY$K&D&oYflklgdYmf[`Yf]ohjg\m[llg l`]eYjc]l&Alkafl]flagfaklgdYmf[àlafgf]g^l`]l`j]]_]g% _jYhà[YdYj]Yk^gjoà[àl`Ykkh][aâ[af^gjeYlagfhjgna\]\ ZqYf]pl]jfYd[gehYfq& AfkmeeYjq$\YlYgfl`]hYjYe]l]jkmk]\lgk]d][ll`]af^gj% eYlagflgk]jn]YkYZYkak^gjhj]hYjaf_Yj]hgjl^gjeYfY_]% e]fllgjYak]Yf\hjg[]]\lgl`]YhhjghjaYl]\][akagf%eYcaf_$ akj]^d][l]\afl`]^gddgoaf_lYZd]2 Area A Area B Area C J]daYZadalq 1( /( 1( ;gklg^\YlY hjg[]kkaf_Yf\ k]d][lagf Ó)1(((( Ó)-(((( Ó)1(((( Mladalq ?gg\ ?gg\ N]jq_gg\ GZb][lanalq ?gg\ 9n]jY_] N]jq_gg\ 9^l]jdggcaf_Yll`]k]\YlYYf\[gfka\]jaf_l`Yll`][gehYfq nYdm]kj]daYZadalqâjkldqYf\][gfgea[[gklk][gf\dq$o]emkl YfYdqk]o`Yl_]g_jYhà[Yj]YoaddZ][`gk]flgdYmf[`l`]hjg% \m[l& Solution: Kaf[]l`][gehYfq[gfka\]jkj]daYZadalqgâf^gjeYlagfYkYf aehgjlYflakkm]$alak[d]Yjl`Yll`]af^gjeYlagf^jge9j]Y: oaddfglZ]k]d][l]\& L`]\][akagfakk`Yj]\Z]lo]]f9Yf\;&@go]n]j$l`][gklYf\ j]daYZadalq[jal]jaYYj]a\]fla[Yd^gjZgl`Yj]Yk& L`]j]^gj]$o]emkl[gfka\]jgl`]j[jal]jaY&9k9j]Y;`Ykà_`% ]jd]n]dkg^gZb][lanalqYf\mladalql`Yf9j]Y9$;oaddZ]lYc]f Ykl`]ZYkak^gjl`]]dYZgjYlagfg^l`]j]hgjll`YloaddZ]k]fl lgl`][gehYfqeYfY_]e]fl& Activities 5. L`][gehYfq;gfljgd$K&D&`Yklgh]j^gjeYeYjc]lklm\q lgdYmf[`Yf]ohjg\m[lafl`]f]Yj^mlmj]&Al`YkgZlYaf]\ Ydglgâf^gjeYlagf^jgehjaeYjqYf\k][gf\Yjqkgmj[]k gâf^gjeYlagf aflàk[Yk]$klYlakla[kgZlYaf]\^jgekgmj% []ko`gk]j]daYZadalqYf\j]d]nYf[]Yj]à_`!&@go]n]j$l`] hjgZd]eakl`YlalkZm\_]lakn]jqdaeal]\& O`Yl[jal]jaYogmd\qgmmk]lgk]d][ll`]af^gjeYlagf7 6. O`Yl hjgZd]ek j]dYl]\ lg af^gjeYlagf k]d][lagf \g qgm âf\afl`]^gddgoaf_[Yk]k7 a) L`][gehYfqLj]âd]jYk\]dFgjg]kl]$K&9&[geeakkagfk Yklm\qgfalkk][lgj$Zmll`]j]hgjll`YlakâfYddqk]fl \g]kfÍlaf[dm\]\YlY^jge`Yd^gâlk[geh]lalgjk& b) LgdYmf[`Yf]ohjg\m[lafl`]f]pl;`jakleYk[YehYa_f$ H]j^me]jYkDh]roYflklg[geeakkagfYeYjc]lj]k]Yj[` lgY[gfkmdlYf[qâje&L`][gfkmdlYflj]hda]kl`YlYj]daYZd] klm\qogmd\j]imaj]egj]lae]l`Yfl`YlYnYadYZd]& c) L`]ZgYj\g^\aj][lgjkg^l`]hmZdakàf_`gmk]Lg[`gk j][]an]kYj]hgjl^jgealkkYd]k\]hYjle]fll`Ylak^mddg^ \YlY^jgeaf^gjeYlan]o]Zkal]kYae]\Ylklm\]flk& 209 10 The information processing 1.4. Interpretation and presentation of information Gf[]o]`Yn]k]d][l]\l`]af^gjeYlagf$o]oadd[gf\m[lalkYfYdqkak& O] \]âf] information analysis Yk Ydd l`] gh]jYlagfk Yae]\ Yl hjgna\af_ af^gjeYlagf af Y \a^^]j]fl oYq ^jge `go al `Yk Z]]f [gdd][l]\$ kg l`Yl al [Yf Z] mk]\ ^gj eYcaf_ Zmkaf]kk \][akagfk& Làkhjg[]kkg^YfYdqkakk`gmd\YhhdqlgYddYddl`]af^gjeY[lagfl`YloYkhj]nagmkdqk]d][l]\$ Yf\al]f\ko`]falak\akk]eafYl]\Yf\hj]k]fl]\lg]f\mk]jk& L`]j]Yj] two typesgâf^gjeYlagfYfYdqkak2 Formal analysis. Al ak lg [gdd][l \YlY YZgml k]d][l]\ af^gjeYlagf km[` Yk alk gja_af$ l`] \]hYjle]fl g^ l`] [gehYfq af oà[` al oYk _]f]jYl]\$ a^ af^gjeYlagf ak gZlYaf]\ ^jge hjaeYjqgjk][gf\Yjqkgmj[]k$]l[]l]jY& Content analysis.Alaklgklm\qYf\YfYdqk]k]d][l]\af^gjeYlagfaf\]hl`$kgal[YfZ]mk]\ Zq]f\mk]jk& 9^l]jYfYdqkaf_l`]af^gjeYlagf$o]emklhj]hYj]al^gjhj]k]flYlagflg]f\mk]jk&<]h]f\af_ gf l`] lqh] g^ mk]j o`ge o] oYfl lg Y\\j]kk làk af^gjeYlagf$ o] oadd [`ggk] l`] egkl kmalYZd]hj]k]flYlagf^gje&L`]hgkkaZd]oYqkg^hj]k]flaf_af^gjeYlagfl`Ylo][Yfmk]Yj]2 Report: alakgf]g^l`]egkl[geegfoYqkg^hj]k]flaf_af^gjeYlagf&Alaf[dm\]kk]d][l ]\\YlYoal`gf]gjegj]lgha[kYf\akY\\j]kk]\Yll`gk]h]ghd]oal`\][akagf%eYcaf_ Yml`gjalqafl`][gehYfq&L`]kljm[lmj]g^l`]j]hgjlemklYddgol`]]f\mk]jlggZlYaf af^gjeYlagf^jgel`]n]jqZ]_affaf_& Summary or synthesis:ale]Yfkj]YjjYf_af_l`]gja_afYdaf^gjeYlagfmkaf_YZZj]naYl]\ ^gjekYf\k`gjlk]fl]f[]k& Scheme: alakl`]_jYhà[Ydj]hj]k]flYlagfg^l`]egklaehgjlYflaf^gjeYlagf&AlmkmYddq [gfkaklkg^Ylald]$l`]k][lagfkg^l`]k[`]e]Yf\egklj]d]nYfla\]Ykoalàf]Y[`k][lagf& Review: al \a^^]jk ^jge l`] kmeeYjq af l`] ^Y[l l`Yl al af[dm\]k h]jkgfYd bm\_e]flk Zq l`]Yml`gj&L`]klYjlaf_hgaflg^Yj]na]oakl`]gja_afYdaf^gjeYlagf3l`]egklj]d]nYflak k]d][l]\Yf\l`]fl`]Yml`gj_an]kYh]jkgfYdghafagfYZgmlal&Egna]kgjZggckj]na]ok Yj]_gg\]pYehd]k& Table:al[gflYafkYk]ja]kg^\YlYl`Ylj]dYl]lg]Y[`gl`]j >a_&)(&,!&L`]kljm[lmj]g^Y lYZd][gflYafaf_af^gjeYlagflgZ]kmZeall]\emklZ]2 Title:al\]k[jaZ]kl`][gfl]flkg^l`]lYZd]&Al k`gmd\Z]Zja]^ eYpaeme)(ogj\k!& LYZd]lald] ;gdmef`]Y\]j Column header:al\]k[jaZ]k[gdd][l]\\YlYn]j% la[Yddq& Jgo`]Y\]j Row header: al \]k[jaZ]k [gdd][l]\ \YlY `gja% rgflYddq& :g\qg^l`] lYZd] Body:al[gdd][lk\YlYgjaf^gjeYlagf$Yko]ddYk Y\]k[jahlagfg^l`]af^gjeYlagf&Alak[gdd][l]\ af`gjargflYdjgokYf\n]jla[Yd[gdmefk& Footnotes:l`]q]phdYafkge]\]lYadYZgmll`] [gfl]flkg^l`]lYZd]& Source: Self-made (example of footnote) Fig. 10.4. 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J]Y\l`]^gddgoaf_Yjla[d]kYf\\ak[mkkl`]^gddgoaf_im]klagfkoal`qgmj[dYkkeYl]k2 http://www.abc.es/20101123/medios-redes/usuarios-facebook-infecciones201011231239.html http://www.emprendedores.es/empresa/tecnologia/ciberdelito <gqgmlàfcl`Yl[gehYfa]k`Yn]Ykm^â[a]flcfgod]\_]g^l`]\Yf_]jkgêYdoYj]7 O`Yl YZgml l`]aj ]ehdgq]]k7 O`Yl kl]hk k`gmd\ gj_YfarYlagfk lYc] lg hjgl][l Y_Yafkll`]k]YllY[ck7 214 The information processing 10 2. The file ;gf\m[laf_Yhjgh]j\g[me]flYlagfâdaf_$l`YlaklgkYq$kgjlaf_Yf\[Yl]_gjaraf_\g[me]flY% lagfafYhYjla[mdYjhdY[]$akYf]kk]flaYdlYkc^gjl`][gehYfq^gjk]n]jYdj]Ykgfk2 AlYddgoklgklgj]$c]]hYf\kY^]_mYj\af^gjeYlagf& <g[me]flk[YfZ]ima[cdqYf\]^â[a]fldq^gmf\& AlYddgok[gehdaYf[]oal`l`]dYokg^\g[me]flYlagfeYafl]fYf[]& Al[Yfhjgna\]kmhhgjl^gj\][akagf%eYcaf_& Do you know that...? 9[[gj\af_ lg nYjagmk klm\a]k gf ogjcafg^â[]k$aloYk^gmf\l`Yl ogjc]jk kh]f\ Z]lo]]f )- Yf\ *( g^ l`]aj \Yq dggcaf_ ^gj$ [dYkka^qaf_ Yf\ kgjlaf_ af^gjeY% lagf& Af lmjf$ o] [Yf âf\ three file types LYZd] )(&,! \]h]f\af_ gf l`] ^j]im]f[q oal` oà[` af^gjeYlagfak[gfkmdl]\2*&)&>ad]kqkl]ek Active Alakl`]lqh]g^âd]o`]j]\g[me]flkl`YlYj]^j]im]fldqim]ja]\Yj]c]hl3l`gk]\g[me]flkYj]mkmYddqj][]fl gjj]dYl]\lggf%_gaf_Zmkaf]kkhjg[]kk]k& Semi-active Alc]]hk\g[me]flYlagfl`Ylakfgdgf_]j]^^][lan]$Zmloà[ògfÍlZ]aee]\aYl]dq\]kljgq]\Z][Ymk]alemkl Z]c]hl^gjd]_Ydj]YkgfkgjZ][Ymk]alakg^Yfqafl]j]kllgl`][gehYfq& Inactive Alakmk]\lgklgj]\g[me]flkl`Yl$\]khal]`Ynaf_dgkll`]ajnYda\alq$kladd`Yn]àklgja[Ydgj\g[me]flYjqnYdm] ^gjl`][gehYfq&Làkaf^gjeYlagfakjYj]dqY[[]kk]\& Table 10.4. >ad]lqh]kY[[gj\af_lgl`]^j]im]f[ql`]qYj]im]ja]\& Case study 2. File types L`]\]flYd[dafa[KGFJAK9KoYflklgc]]hYfmh\Yl]\âd]g^ YddalkhYla]flk&O`Yloaddalklgj]afalkY[lan]$k]eaY[lan]Yf\ afY[lan]âd]k$j]kh][lan]dq7 Solution: L`]Y[lan]âd]oadd[gflYafl`]àklgjqg^Yddalk[mjj]flhYla]flk& O`]fY[mklge]j[gehd]l]klj]Yle]fl$l`]j][gj\oaddZ][ge] hYjlg^l`]k]ea%Y[lan]âd]$oà[òaddZ]c]hl^gjân]q]Yjk& 9^l]jlàklae]$l`]j][gj\oaddegn]lgl`]afY[lan]âd]$o`]j] aloaddj]eYaf^gjYfgl`]jân]q]Yjk DGH<!& A^l`]hYla]fl\g]kfÍlZ][ge]YhYla]flg^l`][dafa[Y_Yaf$l`] \g[me]flYlagfoaddZ]\]kljgq]\ DGH<!$]p[]hl^gj[]jlYaf \YlYkm[`Yk\ak[`Yj_]gjkmj_a[Ydj]hgjlkgjj]d]nYflaf^gjeY% lagf^gjYkkaklYf[]gjhj]n]flan]hmjhgk]k$oà[èmklZ]c]hl af\]âfal]dq& Activities 11. Oal`l`]`]dhg^qgmjl]Y[`]j$k]lYfYhhgafle]floal`l`] j]khgfkaZd]^gjl`]âd]kg^qgmjk[`ggd&O`Ylakàkgj`]j bgZYZgml7 12. O`Yl\gqgmlàfcYZgmld]Ynaf_âdaf_lYkcklgYljYaf]] gjlgl`]dYklh]jkgfo`g`Ykbgaf]\l`][gehYfq7<gqgm làfclàkakY_gg\hgda[q7 2.1. File systems 9file systemakY[jal]jagf^gjgj\]jaf_\g[me]flYlagf& 9k o] `Yn] Ydj]Y\q k]]f$ o] [Yf Y\ghl \a^^]j]fl [dYkkaâ[Ylagf kqkl]ek2 Ydh`YZ]la[Yd$ _]g% _jYhà[Yd$ [`jgfgdg_a[Yd$ l`]eYla[$ ]l[& Af lmjf$ o] [Yf mk] ]Y[` g^ l`]k] [jal]jaY Ydgf] gj [geZaf]\oal`gl`]jk&Aflàkk][lagfo]oaddd]Yjfkge]jmd]kYf\lahk^gj]^^][lan]dqmkaf_ [dYkkaâ[Ylagfgjâdaf_kqkl]ek& A. Alphabetical order Alakgf]g^l`]egklkaehd]Yf\egkl[geegfdqmk]\kqkl]eklgYjjYf_]l`]fYe]kg^h]j% kgfkgj]flala]koalò`geo]`Yn]j]dYlagfk&Fgoo]oaddklm\ql`]oYqalogjck&>ajkl$o] emkl\aklaf_makò`]l`]jo]Yj]kgjlaf_fYe]kgâf\ana\mYdkgj[gehYfa]kgjafklalmlagfk& 215 10 The information processing Vocabulary Ordering word. Al ak l`] c]qogj\ l`Yl o] oadd mk] Yk Y j]^]j]f[] lg kgjlYdh`YZ]la[Yddq&L`]j]klg^l`] ogj\kg^l`]fYe]Yj]kmZgj\afYl] lgal&9fgj\]jaf_ogj\eYqZ]$^gj ]pYehd]$l`]âjklkmjfYe]& Names of natural persons: af làk [Yk]$ l`] first surname ak l`] c]q ogj\ gj gj\]jaf_ ogj\&Qgmoaddhjg[]]\Y[[gj\af_lgl`]^gddgoaf_rules2 1.L`]kmjfYe]kl`Yl`Yn]l`]kYe]afalaYdd]ll]joaddZ]Ydh`YZ]la[Yddqgj\]j]\Y[[gj\af_ lgl`]j]klg^l`]ogj\&L`mk2 If our customers are: The alphabetical order is: Ef\]rGjlar$Dmak EY[Yk;Yjg$Bgk]^Y EYjlf]rJge]jg$9d^gfkg EY[Yk;Yjg$Bgk]^Y EYjlf]rJge]jg$9d^gfkg Ef\]rGjlar$Dmak 2. A^logh]ghd]`Yn]l`]kYe]âjklkmjfYe]$o]oaddmk]l`]k][gf\kmjfYe]lgkgjll`]e3 Yf\a^l`]k][gf\kmjfYe]akYdkgl`]kYe]$o]oadd\galZql`]ajfYe]k&L`mk2 If our customers are: The alphabetical order is: ?Yj[YEYjlf$EYjY Hj]r:jYng$9fY ?Yj[YEYjlf$EYfm]d Hj]rE]kY$9dem\]fY ?Yj[YEYjlf$EYfm]d ?Yj[YEYjlf$EYjY Hj]r:jYng$9fY Hj]rE]kY$9dem\]fY 3.Aô]`Yn]Y[gehgmf\kmjfYe]k]hYjYl]\ZqY\Yk`$o]oaddhjg[]]\Ykaâlo]j]Y kaf_d]ogj\&L`mk2 If our customers are: The alphabetical order is: Jmar%?YddYj\gJmZag$Bgk ?e]rJge]jg$HadYj @a\Yd_g%<YrKYfr$9d^gfkg ?e]rJge]jg$HadYj @a\Yd_g%<Yr$9d^gfkg Jmar%?YddYj\gJmZag$Bgk 4. O`]fl`]kmjfYe]akhj][]\]\ZqYfYjla[d]gjhj]hgkalagf$o]eYq[`ggk]o`]l`]jlg [gfka\]jalYkhYjlg^l`]kmjfYe]gjlgmk]l`]afalaYdd]ll]jg^l`]kmjfYe]3l`]aehgj% lYfllàf_aklgc]]hl`]kYe]YhhjgY[`Yddl`]lae]&L`mk2 If our customers are: The alphabetical order is: <]dYN]_Y?Yj[Y$=d]fY <]<a]_g:dYf[g$=fjaim] <]dHjY\gLgjj]k$=nY <a]_g:dYf[g$=fjaim]\] HYjY\gLgjj]k$=nY\]d N]_Y?Yj[Y$=d]fY\]dY Names of companies or institutions: o`]fo]oYfllg[dYkka^q\g[me]flk[gf[]jfaf_ [gehYfa]kgjafklalmlagfk$o]emkl^gddgol`]k]jmd]k2 1.O`]fl`][gehYfqfYe]af[dm\]kYpersonal name$o]oadd^gddgol`]kYe][jal]jaY Yk^gjaf\ana\mYdk$lYcaf_l`]âjklkmjfYe]Ykl`]gj\]jaf_ogj\&lgl`]j]klg^l`]ogj\& L`mk2 If our customers are: The alphabetical order is: @abgk\]JgZ]jlg9dZY @]jeYfgk<]d_Y\g EgjYd]kq;gehYY 9dZY$@abgk\]JgZ]jlg <]d_Y\g$@]jeYfgk EgjYd]kq;gehYY 2. A^l`][gehYfqgjZmkaf]kkfYe]af[dm\]kYgeneric word$o]ogfÍllYc]alaflgY[[gmfl afl`][dYkkaâ[Ylagf$Ykgl`]j[gehYfa]keYq[gflYafl`]kYe]ogj\Yf\o]ogmd\`Yn] hjgZd]eko`]fljqaf_lgdg[Yl]Ykh][aâ[gf]&L`mk2 If our customers are: The alphabetical order is: HYh]d]jYHYh]j[gdgj J]klYmjYfl]DYHYjjY ;Yjfa[]jYKYd_m]jg HYh]j[gdgj$HYh]d]jY HYjjY$J]klYmjYfl]DY KYd_m]jg$;Yjfa[]jY 3.A^l`]Zmkaf]kkfYe]akeY\]mhgâcronyms$l`]_]f]jYdjmd]aklg[dYkka^qalZqalk^mdd fYe]3`go]n]j$a^l`]Y[jgfqekYj]o]ddcfgof$km[`YkJ=F>= J]\FY[agfYd\]>]jjg% [Yjjad]k=khYgd]k!$o][Yfmk]l`]eYkkgjlaf_[jal]jaY& 216 The information processing 10 >afYddq$d]lÍk`Yn]YdggcYll`]Y\nYflY_]kYf\\akY\nYflY_]kg^làkâdaf_kqkl]e2 Vocabulary Advantages Disadvantages Al\g]kfÍlj]imaj]Ykh][aYdljYafaf_$Yk]n]jqZg\q cfgokl`]Ydh`YZ]l& O] emkl \]l]jeaf] af Y\nYf[] l`] gj\]jaf_ ogj\& L`][jal]jaY^gjl`]gj\]jaf_ogj\Yj]e]j]lahk$ l`mk ]Y[` [gehYfq k`gmd\ ]klYZdak` alk gof jmd]k& A^ qgm j]egn] Y \g[me]fl$ qgm emkl d]Yn] Y ka_f$Z][Ymk]gl`]joak]qgmogmd\fÍlfgla[]alk YZk]f[]& AlâlkYddlqh]kg^\g[me]flk& Alakgh]f$l`Ylak$o][Yfafk]jlf]o\g[me]flk oal`gmlegnaf_l`]j]kl& Al`YkfgkmZ\anakagfk& Al[YfZ]oalàfYfgl`]j[dYkkaâ[Ylagf& File. K]lg^\g[me]flkl`YlYj]j]% dYl]\ Zq kge] [aj[meklYf[] gj ]n]fl& >gj ]pYehd]$ Y [gehYfq [Yf`Yn]Yâd]^gj]Y[`]ehdgq]]$ oà[` oadd af[dm\]\ Y [ghq g^ l`] [gfljY[l$hYqjgddk$e]\a[Ydj][gj\k$ `gda\Yqk$Yf\kggf& Table 10.5. 9\nYflY_]kYf\\akY\nYflY_]kg^âdaf_kqkl]eafYdh`YZ]la[Ydgj\]j& Case study 3. Alphabetical sorting Activities O]emkl[dYkka^ql`]^gddgoaf_[gehYfqgjafklalmlagffYe]k afYdh`YZ]la[Ydgj\]j2 Solution2 13. Mk] l`] Ydh`YZ]la[Yd gj% \]j lg kgjl l`] j][gj\k g^l`]^gddgoaf_hYla]flkg^ l`]\]flYd[dafa[KGFJAK9K2 9dZ]jlgDh]r@a\Yd_g 9efaklYAfl]jfY[agfYd :jalak`Daf] ;YbY\]9`gjjgk\]dKmj J=F>= SEAT J=F>=$J]\FY[agfYd\]>]jjg[Yjjad]k\]=khYY 9efaklYAfl]jfY[agfYd ;YbY\]9`gjjgk\]dKmj :jalak`Daf] K=9L$Kg[a]\Y\=khYgdY\]9mlgenad]k\]Lmjakeg BgkDmak\]dHafgEmgr ;jaklafY Dh]r EYd\g% fY\g =darYB&Daf[` B. Numeric order Làkâdaf_kqkl]eYkka_fkYfmeZ]jlg]Y[`\g[me]flYf\mk]kallg[dYkka^qYf\gj\]jl`]e& L`]gj\]j[YfZ]Yk[]f\af_gj\]k[]f\af_& O][YfYdkgmk]Yfalphanumericâd]2 If we have these files: The alphanumeric order will be: 9%)F%)() 9%** K%)/ 9L%), KJ%*E%)(. D%-( :%.+ @]d]fY<YNaf[aJgkkg Bgj_]D]fEgjY 14. Kgjl Ydh`YZ]la[Yddq l`] ^gddgoaf_fYe]kg^[gehY% fa]kgjafklalmlagfk& E\a[gkkaf^jgfl]jYk 9%)9%** 9L%), :%.+ D%-( E%)(. F%)() K%)/ KJ%*- Eafakl]jag \] 9kmflgk =pl]jagj]k E]\a[Yd=phj]kk :Yf[g\]=khYY ::N9$:Yf[g:adZYgNar% [YqY9j_]flYjaY& :YjDYHYjY\Y >afYddq$l`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`]fme]ja[kqkl]eYj]2 Advantages Disadvantages AlakYn]jqkaehd]e]l`g\l`Yl^gddgokl`]fYlmjYdk]im]f[]g^fmeZ]jk& Alakmfdaeal]\$Ykl`]fmeZ]jkl`]ek]dn]k& Gf[]Yfme]ja[Yd[g\]akYkka_f]\lgY\g[me]fl$l`]j]akfg[`Yf[]^gj [gf^mkagf& O`]fj]egnaf_Y\g[me]fl^jgel`]âd]$Ykl`]qYj][gjj]dYlan]$l`] YZk]f[]akgZnagmk$kgqgm\gfÍlf]]\lgd]Yn]Yka_f& Dg[Ylaf_l`]\g[me]flakYn]jq\a^â[mdllYkcmfd]kkqgmcfgol`]fme% Z]jl`Yla\]flaâ]kal& Qgmemkl`Yn]Yfaf\]plgYnga\l`]hj]nagmkhjgZd]e$gj[j]Yl]kge] [Yj\k^gj]Y[`âd]af[dm\af_l`]fmeZ]jYf\eYaf\YlYg^l`]âd]lgZ] YZd]lgljY[calY^l]joYj\k& Qgm[Yffglafk]jlf]o\g[me]flk& Table 10.6. 9\nYflY_]kYf\\akY\nYflY_]kg^âdaf_kqkl]eaffme]ja[gj\]j& 217 10 The information processing C. Chronological order Important 9 nYjaYfl g^ làk âd] kqkl]e ak numerical-chronological classification; af làk kqkl]e$ l`] [g\] l`YlakYkka_f]\lg]Y[`\g[me]fl ak ^gje]\ Zq l`] [gjj]khgf\af_ fmeZ]j Yf\ l`] fmeZ]j g^ l`] q]Yj$ km[` Yk +.'*((.$ *('*((0$ )(-'*((0$),'*()($Yf\kggf& Aflàkâdaf_kqkl]e$l`]c]q]d]e]fllg[dYkka^qakl`]dateg^l`]\g[me]fl&Alakg^l]fmk]\ af [geZafYlagf oal` gl`]jk3 ^gj ]pYehd]$ o`]f Y [gehYfq oYflk lg gj\]j k`ghhaf_ Zaddk$ l`]âjkllàf_al\g]kaklgkgjlYdh`YZ]la[Yddql`]âd]kgâlkkmhhda]jkYf\$oalàf]Y[`âd]$l`] ZaddkYj]YjjYf_]\[`jgfgdg_a[Yddq$kgl`Yll`]dYl]klYj]l`]âjklgf]k&DggcYllàk]pYehd]2 If the dates of the documents we have to order are these two rows: ),'))'*((1 ),'(1'*((1 *)'(1'*((/ (+'))'*((. *,'))'*((0 (.'(/'*((. )('(/'*((/ (+'(/'*((0 After arranging them in chronological and descending order (newest to oldest), it would be: ),'))'*((1 *,'))'*((0 *)'(1'*((/ (+'))'*((. ),'(1'*((1 (+'(/'*((0 )('(/'*((/ (.'(/'*((. >afYddq$l`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`][`jgfgdg_a[Ydkqkl]eYj]2 Advantages Disadvantages AlakYn]jqkaehd]kqkl]e& Alak]kk]flaYdlgcfgol`]\Yl]g^l`]\g[me]flqgmYj]dggcaf_^gj& AlYddgokf]o\g[me]flkoal`gml[`Yf_af_l`]gj\]jg^l`]âd]& 9kafl`]Ydh`YZ]la[kqkl]e$o]emkleYc]Yka_fo`]flYcaf_gmlY \g[me]fl& Al\g]kfÍlj]imaj]l`]mk]gâf\]p]kgjY\\alagfYd[Yj\k& Table 10.7. 9\nYflY_]kYf\\akY\nYflY_]kg^Yâdaf_kqkl]eaf[`jgfgdg_a[Ydgj\]j& D. Geographical order <g[me]flYlagfakkgjl]\Y[[gj\af_lgdg[Ylagfk `ge]$hdY[]gâkkmYf[]$\]klafYlagf$]l[&!& LàkakY[gehgkal]kqkl]e$kaf[]alafngdn]kk]n]jYdkm[[]kkan][dYkkaâ[Ylagfk2[gmfljq$j]_agf$ hjgnaf[]$[alq$klj]]l&&&Egj]gn]j$oalàfl`]k][dYkkaâ[Ylagfko]emkl^gddgol`]Ydh`YZ]la[Yd YhhjgY[`&L`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`]_]g_jYhà[kqkl]eYj]2 Advantages Disadvantages AlakYn]jqkaehd]kqkl]e& Fgf]]\^gjaf\]p]kgjY\\alagfYd[Yj\k& O]emkld]Yn]Yka_fo`]fo]lYc]Y\g[me]fl& AlYddgokf]o\g[me]flk& AlakfglYn]jqmk]^mdkqkl]eo`]fl`]âd]akn]jqdYj_]& Al[YfZ][geZaf]\oal`gl`]j[dYkkaâ[Ylagf[jal]jaY& Table 10.8. 9\nYflY_]kYf\\akY\nYflY_]kg^âdaf_kqkl]eaf_]g_jYhà[Ydgj\]j E. Thematic order Làke]l`g\[gfkaklkg^_jgmhaf_\g[me]flkZqlgha[gjkmZb][l&L`]f$]Y[`g^l`]_jgmhko] `Yn][j]Yl]\oaddZ]kgjl]\Y[[gj\af_lgkge]gl`]j[jal]jaY2Ydh`YZ]la[Yd$fme]ja[Yd$Yf\kg gf&>gj]pYehd]$a^Y[gehYfqk]ddkk]n]jYdhjg\m[lk$[mklge]jk[YfZ]YjjYf_]\Y[[gj\af_ lgl`]hjg\m[ll`]qZmq&L`]Y\nYflY_]kYf\\akY\nYflY_]kg^làkkqkl]eYj]2 Advantages L`]dg[Ylagfg^\g[me]flkak^Ykl$Yk]Y[`gf]oaddZ]dg[Yl]\afalkgof Yj]Y& AlYddgokf]o\g[me]flk& Table 10.9. 9\nYflY_]kYf\\akY\nYflY_]kg^âdaf_kqkl]eafl`]eYla[gj\]j& 218 Disadvantages O]emkl\]l]jeaf]afY\nYf[]l`]lgha[kgjkmZb][lkl`Ylo]oaddmk]& G^l]f$Y\g[me]fl[Yfj]^]jlgegj]l`YflogkmZb][lk$kgqgmemkl af[dm\]Y[ghqg^l`]\g[me]flaf]Y[`\anakagf& The information processing 10 3. File media Web 9fileakYk]lg^gj\]j]\\g[me]flk$j]_Yj\d]kkg^l`]e]\ameafoà[`l`]qYj] hYh]j$ \a_alYd$Yf\kggf!& E]j]af^gjeYlagfakfglY\g[me]flmfladalakj][gj\]\gfYeYl]jaYde]\amel`YlYddgok ^mjl`]j[gfkmdlYlagfgjj]na]oYf\l`Yl[YfZ]mk]\lgn]ja^qgjhjgn]kge]làf_& L`]KhYfak`_gn]jfe]floYflklg ]daeafYl]hYh]jZq*()-&Nakallàk o]Zkal] lg d]Yjf egj] YZgml làkhdYf2 h t t p://w w w. p l a n ava n z a .e s/ Paginas/Inicio.aspx A. 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O`Yllqh]kgê]\aY\gqgmmk]afqgmj]n]jq\Yqda^]7<gqgmlàfcqgm[gmd\j]\m[] hYh]jmkY_]o`]fâdaf_qgmj\YlY7=phdYafl`]e]Ykmj]kl`Ylqgmlàfcqgm[gmd\ lYc]lgj]\m[]hYh]j[gfkmehlagfafl`]Y[Y\]ea[â]d\& 16. Mk]l`]Afl]jf]llgâf\[gehYfa]kl`Yl`Yn]aehd]e]fl]\gjYj]aehd]e]flaf_kqk% l]eklgj]\m[]hYh]j[gfkmehlagf&O`Yle]\aYYj]mk]\afkl]Y\7Afqgmjghafagf$ o`YlYj]l`]eYafgZklY[d]klgj]\m[]l`]mk]g^hYh]j7 220 The information processing 10 Summar y Process that consists of: information search and storage + information classification + selection of relevant information + creation and distribution of documents. Sources: primary or secondary/internal or external. Information search Today it is mainly based on the Internet. Information classification Depending on the decision level: transaction processing, management information, decision support and executive information. Depending on the accuracy: exact systems (alphabetic, geographic, chronological) or ambiguous systems (thematic or groups of users). Information processing Information selection Interpretation and presentation Separate the information that is useful for a particular purpose from that which is not. Analyse and process information. Present information. Selection criteria: Cost Æ Utility Æ Reliability Æ Available time Æ Nature Æ Source Æ Objectivity Reports Æ Abstracts Æ Schemes Æ Reviews Æ Tables Æ Graphs Confidentiality/Integrity/Availability. Information security Prevention and security plan Prevention/Response/ Restoration/Research Security mechanisms In communications and storage Set of documents sorted and classified according to certain criteria and in a particular location. File types: Active/Semi active/Final or inactive. The file File systems Alphabetical It is classified in the order of the alphabet. Numerical Each document is assigned a number to be sorted. Chronological It is classified according to the date of the document. 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Professional competence units "VUPOPNPVTMZIBOEMFBOEEFBMXJUINBOBHJOHDPNNVOJDBUJPOT [UC0982_3] 5IJT NFBOT UIBU XJUI .D(SBX)JMMT QVCMJTIJOH QSPKFDU ZPV XJMM CF BCMF UP obtain a part of the following Professional certificate: tDocumentary and management assistance in the office enviroment. 8FIPQFUIBUUIJTVTFGVMBOEFGmDJFOUUPPMXJMMIFMQZPVJOZPVSQSPGFTTJPOBM USBJOJOH

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Communication customer service advanced vocational training (PÃ©️rez Feijoo, HÃ©️ctor Marcos(Author)) (z-lib.org)

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