Communication customer service advanced vocational training (Pé️rez Feijoo, Hé️ctor 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_
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[Yjjqgmll`]hjgnakagfg^imYdalqk]jna[]k&
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\][akagf%eYcaf_hjg[]kk&
 J][g_far]l`]\a^^]j]fllqh]kg^]paklaf_
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 <a^^]j]flaYl]Z]lo]]f[gjhgjYl]a\]flalq
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And you’ll study:
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 LjY\]eYjck&
 ;gjhgjYl]aeY_]&
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1
Business organizations
1. The company as an organization
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[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]eYfql`af_kaf[geegf&>jgel`akklYjlaf_hgafl$o][Yf\]^af]o`YlY[gehYfqakYk
^gddgok2
9 company ak Y ^gj%hjg^al ]flalq l`] hjaeYjq hmjhgk] g^ o`a[` ak lg gZlYaf Z]f]^alk
l`jgm_`l`]kYd]g^_gg\kgjk]jna[]kgfl`]eYjc]l&
D]lÍk[gfka\]jl`ak\]^afalagf2
 Entity.L`akakY[geemfalq[gfka\]j]\YkYmfal$l`YlaklgkYq$l`]j]akY_jgmhg^h]ghd]
^gjeaf_l`]]flalql`YlYj]fgllj]Yl]\af\ana\mYddq$Zml[gdd][lan]dqYkYo`gd]&
Vocabulary
Profit.?YafgjY\nYflY_]lYc]fg^
kge]l`af_&
 For-profit. L`ake]Yfkl`Ylal`YkZ]]f[j]Yl]\afl`]afl]j]klg^eYcaf_egf]q$mfdac]gl`]j
lqh]kg^gj_YfarYlagfkkm[`Yk^gmf\YlagfkgjF?Gk fgf%hjg^algj_YfarYlagfk!$o`a[`Yj]
Yae]\YlgZlYafaf_Ykg[aYdZ]f]^al&
 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\][YhalYdoal`o`a[`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]g^alkYkk]lk$Yf\l`akak
Z][Ymk]l`][gehYfq$afalk]n]jq%\Yqh]j^gjeYf[]$_Yafk[mklge]jkYf\lja]klgj]lYafl`]aj
dgqYdlq$[j]Yl]kY_gg\aeY_]afl`]eYjc]l [gjhgjYl]aeY_]!$Yf\Ydkg_]f]jYl]k]ph][lYlagfk
^gjZ]f]^alk&
L`] nYdm] g^ l`]k] intangible assets ak n]jq \a^^a[mdl lg Ykk]kk& Af Y\\alagf$ 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[]g^alklYf_aZd]Ykk]lk$ZmlYdkg^gjl`]nYdm]
g^alkaflYf_aZd]Ykk]lk&L`gk]Ykk]lkl`YlY\\nYdm]lgl`][gehYfq]paklZ][Ymk]l`]j]akYf
organized exploitation of resources.
L`ak ak l`] j]Ykgf o`q l`] egkl j]d]nYfl ak%
km]YZgmll`][gehYfq[gf[]hlakl`YlYddl`ak
_jgmhg^goods, rights and people must be organized; l`]j]^gj]$`]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&L`afcYZgmlgja_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_d†k&=dl†jeafg
ek _]f]jYd ]k business, im] k]
j]^a]j] Yd [gf[]hlg \] f]_g[ag
]f _]f]jYd& ;mYf\g ]k] f]_g[ag
k][j]YhgjdYYkg[aY[af\]nYjaYk
h]jkgfYk$ j][aZ] ]d fgeZj] \]
company, im] ]k ]d l†jeafg im]
mkYj]egk [Yka ka]ehj] ]f ]kl]
daZjg& 9\]ek$ lYeZa†f 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\bmjŠ\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$ o`a[` _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 o`a[` l`] ogjc ak \ana\]\ Yegf_ ]e%
hdgq]]k Yf\ `a]jYj[`a[Yd j]dYlagfk`ahk Yj] k]lld]\ oal` l`] Yae g^ ghlaearaf_ l`] kcaddk Yf\
cfgod]\_]g^]Y[`e]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]jk`ah$]l[&!$
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&o`a[``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\hjg^al]ph][lYlagfk Ydj]Y\qka_f]\[gfljY[lk!&
Solution:
L`ak_Yhg^gf]eaddagf]mjgk[gjj]khgf\klgl`]nYdm]g^l`]gj_YfarYlagf9akdYfl]k$K&D&
Yf\alÍkmkmYddqcfgofYkgoodwill.
Vocabulary
Goodwill. AflYf_aZd] nYdm] g^ Y
[gehYfq&
9
1
Business organizations
2. Types of business organizations
Do you know that...?
Freelance workers k]d^%]ehdgq]\
ogjc]jkkm[`YkeYfqlYpa\jan]jk$
dYoq]jk$ ]l[&! Z]dgf_ lg l`] [Yl]%
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:mkaf]kkgj_YfarYlagfkeYqZ][dYkka^a]\Y[[gj\af_lgnYjagmk[jal]jaY&Afgmj[Yk]o]Ídd^g[mk
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2.1. Legal classification
>ajklg^Ydd$o]emkl\aklaf_mak`Z]lo]]fhmZda[Yf\hjanYl][gehYfa]k$\]h]f\af_gfo`g
`gd\kl`]eYfY_af_hgo]j l`]KlYl]afl`]^ajklYf\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\YffaeY 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]\
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\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[Yf^af\
\g[me]flYlagfgfdaf]&
10
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[YhalYdakj]imaj]\
Kg[a]la]kafo`a[`fgeafaeme
[YhalYdakj]imaj]\
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Kg[a]\Y\[anad
;gemfa\Y\\]Za]f]k
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K&9&
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Gl`]j[gehYfa]k
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gZlYafaf_Z]f]^alk$YaeYl
afl]_jYlagfoal`l`]]fnajgfe]fl
Yf\kg[aYd[g`]kagf
;ggh]jYlanYk
;gehYfa]kl`Ylgfdqk]]chjg^al
Gl`]j[gehYfa]k
Kg[a]\Y\]kdYZgjYd]k
Kg[a]\Y\[gd][lanY
Kg[a]\Y\[geYf\alYjaY
Classified as
commercial
companies in the
Commercial Code
Activities
;gehYfa]koal`mfdaeal]\daYZadalq
hYjlf]jkj]khgf\oal`l`]aj
h]jkgfYdYkk]lk!
Daeal]\hYjlf]jk`ah _]f]jYd
hYjlf]jkj]khgf\oal`l`]aj_gg\k$
Zml[geemfalqhYjlf]jk\gfÍl!
Spanish assistant
@]egk \]bY\g dgk fgeZj]k \]
dYk \a^]j]fl]k ^gjeYk bmjŠ\a[Yk
]f ]khYŽgd hgjim] km]d]f nYjaYj
\] hYŠk Y hYŠk$ YkŠ fg la]f]f mfY
ljY\m[[af ]pY[lY& Hgj ]b]ehdg$
k]_mjg im] `Yk naklg Yd_mfY n]r
dYk ka_dYk Ltd. \]khm†k \]d fge%
Zj] \] mfY ]ehj]kY Yf_dgkYbgfY3
hm]k Za]f$ ]kYk ka_dYk ka_fa^a[Yf
Limited, im] k] [gjj]khgf\]jŠY
[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&ak`a_`]jl`Yfl`]gf]g^l`]K&D&
 L`]a\]flalqg^l`]hYjlf]jkakaehgjlYflafl`]K&D&$kghYjlf]jkemkl_an]l`]ajYhhjgnYd
o`]fl`]qljYfkeall`]ajk`Yj]k3afl`][Yk]g^YK&9& klg[c!$l`akakfglaehgjlYfl&
 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]eYq^af\afl`aklqh]g^kljm[lmj]akcfgofYk\]hYjle]fl&
L`] organizational structure ak l`] \akljaZmlagf g^ l`] hYjlk g^ Yf gj_YfarYlagf&
Gj_YfarYlagfkmk]l`ake]YfklgY[`a]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\]^af]\Yf\n]jqklYZd]&
 =Y[`]d]e]flg^l`][gehYfqakdg[Yl]\Yf\a\]fla^a]\Yf\h]j^gjekalk^mf[lagfgZ]qaf_gj\]jk
^jgegl`]jaf\ana\mYdkl`YlYj][d]Yjdqa\]fla^a]\&
 AlYjak]k^jgekhgflYf]alq2alke]eZ]jk]f_Y_]afj]dYlagfkl`Ylo]j]fglhj]nagmkdq\]^af]\&
 L`]\][akagf%eYcaf_Yml`gjalqg[[mha]kl`]lghhgkalagfafl`][gjhgjYl]`a]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^`a]jYj[`q2]Y[`]ehdgq]]j][]an]kgj\]jk^jge`ak
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\k2Y`a]jYj[`a[Yd%lqh]`]Y\dafc]\lg^mf[lagfk
Yf\Yhjgb][l`]Y\&
 L`]j]ÍkYdYj_]fmeZ]jg^`a]jYj[`a[Ydd]n]dkYf\l`mkYZa__YhZ]lo]]fklY^^Yf\eYfY_]jk&
 NajlmYdYZk]f[]g^afl]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_jYh`a%
[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_jYh`a[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$l`ak[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\l`akYhhjgY[`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]l`af_ 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[dYkka^a[Ylagfkl`Ylo]`Yn]k]]fZ]^gj]$o]lYdc]\YZgmll`]d]Y\]jk`ahjgd]
g^daf]eYfY_]jk&Aflmjf$o]\aklaf_mak`]\Z]lo]]fl`]gof]j ]ehdgq]j!Yf\l`]eYfY_]jg^
l`][gehYfq$o`g$Yko]klm\a]\$eYqfglYdoYqkZ]l`]kYe]h]jkgf&
L`]af\ana\mYdgjaf\ana\mYdko`geYfY_]l`][gehYfq`Yn]l`]eakkagfg^gj_Yfaraf_Yddl`]
j]kgmj[]k oal` l`] Yae g^ gZlYafaf_ Z]f]^alk ^gj l`] [gehYfq gj gj_YfarYlagf l`jgm_`
^gmj ^mf[lagfk2 hdYffaf_ ^mf[lagf$ gj_YfarYlagf ^mf[lagf$ \aj][lagf ^mf[lagf$ Yf\ [gfljgd
^mf[lagf&
3.1. Planning function
L`]planning function [gfkaklkg^]klYZdak`af_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$
o`a[`Y[lanala]kaloadd\]n]dghgjo`a[`gj_YfarYlagfYdkljm[lmj]oaddZ]aehd]e]fl]\&
Lg\gl`ak$_gYdkemklZ]afalaYddqk]lld]\$Yf\$Y[[gj\af_lgl`]e$l`]Z]klkljYl]_a]klgY[`a]n]
l`]eoaddZ]\]l]jeaf]\&L`akakcfgofYkstrategic planning.
AfYfqkljYl]_a[hdYffaf_l`]j]Yj]k]n]jYdfactorsl`Yll`]]ehdgq]jemkllYc]aflgY[[gmfl2
 Resources: l`] im]klagfk [gf[]jfaf_ l`ak hYjla[mdYj akkm] Yj] o`a[` ]d]e]flk k`gmd\ Z]
mk]\lgY[`a]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[`l`akhjg\m[l&
 Actions: l`]im]klagf`]j]ako`Ylak_gaf_lgZ]\gf]afgj\]jlgY[`a]n]l`]k]_gYdk&Eg%
j]gn]j$l`]k]Y[lagfk`Yn]lgZ]k]im]f[]\aflae]Yf\$a^alÍkf][]kkYjq$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`]
_jYh`a[ j]hj]k]flYlagf g^ Y k]%
ja]kg^lYkckl`Yl^gjeYhjgb][l&
 People: l`]hgafl`]j]ak`goeYfqh]ghd]Yj]f]]\]\lgY[`a]n]l`]gZb][lan]kk]lYf\
o`a[` 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]klagfaka^alÍk hgkkaZd]lg`aj]l`]egjfgl&
>gj]pYehd]2
 GANTT: alÍkYfgl`]j_jYh`a[l]%
[`faim]afo`a[`qgmkh][a^ql`]
]ph][l]\lae]lgkh]f\gf]Y[`
lYkcoal`afYhjg[]kk&
a) Hjg\m[l \]ka_f2 Yk l`] [gehYfq alk]d^ \g]k fgl `Yn] l`ak 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^gjl`ak^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
l`ak^mf[lagf&
 Control: l`] hgafl `]j] ak o`a[` [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$Yf\Ydkg[gfljgdko`Ylj]dYlagfkYj]]klYZdak`]\Yegf_l`]eYf\afl]jn]f]ka^alak
f][]kkYjq&L`YlaklgkYq$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]dYlagfk`ahZ]lo]]fl`]e
akghlaeYdlgj]Y[`l`]Y[`a]n]e]flg^l`]lYj_]lk&
=n]jqgj_YfarYlagfhjg[]kkaehda]kYj]kljm[lmjaf_afo`a[`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\]^af]\$l`][gehYfq`YklgklYjl
ogjcaf_&
L`]leadership function gjeYfY_]e]fl!akl`]lYkcg^[gfljgdl`Yll`]]ehdgq]j`Yk
lg h]j^gje mhgf `ak gj `]j klY^^ lg eglanYl] Yf\ _ma\] al af l`] Y[`a]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]^afYddqj]Y[`]\&
L`akakgf]g^l`]egkl[gehd]p]paklaf_^mf[lagfkafZmkaf]kk$Ykl`]]ehdgq]jk`gmd\fgl
gfdq_ma\]Yf\eglanYl]$ZmlYdkgmf\]jklYf\l`]hjgZd]ekl`Yl`akgj`]j]ehdgq]]keYq
^Y[]afl`]hjg[]kkg^Y[`a]naf_l`]gZb][lan]k$afgj\]jlgafl]jn]f]$a^alÍkf][]kkYjq$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^md^adl`]ajd]Y\]j%
k`ah jgd]k& L`]j] Yj] eYfq [dYkka%
^a[Ylagfk g^ d]Y\]jk`ah 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& L`ak 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``akgj`]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: afl`ak
[Yk]$l`]\aj][lgjkgjeYfY_]jk
k]lld] l`] gZb][lan]k l`Yl l`]
gj_YfarYlagf `Yk lg j]Y[` Yf\
]ehdgq]]k gj_Yfar] oal` ]Y[`
gl`]j`golgY[`a]n]l`]e&L`]
jgd]g^l`]eYfY_]jakdaeal]\lg
_anaf_Y\na[]gjljYfkeallaf_af%
^gjeYlagf gf ogjc hjg[]\mj]k
afl`]]n]fll`Yll`]]ehdgq]]k
Ykc^gjal&
K[`]eYla[Yddq$l`ak^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$o`]fo]lYdcYZgmlmanagemento]eYq^af\l`j]]\a^^]j]fllevels >a_&)&*!2
Senior
management
Middle
management
Operational management
Other employees
 Globally:l`akakeYfY_]e]flalk]d^$kaf[]alj]^]jklgl`]]flaj][gehYfq&L`akakYdkgcfgof
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]flkafo`a[`l`][gehYfqakkljm[lmj]\&
 Operational level: alj]^]jklg]n]jq\]^af]\_jgmhg^h]ghd]gjlYkck&AlakmkmYddqcfgofYk
kmh]jnakagf$Yf\al[gjj]khgf\klgl`]gh]jYlagfYdd]n]dg^l`]gj_YfarYlagf&
3.4. Control function
Fig. 1.2. D]n]dkg^\aj][lagf&
L`]control function aklgn]ja^qa^]n]jql`af__g]kYkaloYkhj]nagmkdqhdYff]\$a^l`]
afkljm[lagfkl`Yl`Yn]Z]]f_an]fYj]Z]af_^gddgo]\$Yf\a^l`]k]lld]\hjaf[ahd]kYj]
Z]af_ gZk]jn]\& L`ak n]ja^a[Ylagf oadd `a_`da_`l hgl]flaYd o]Ycf]kk]k Yf\ eaklYc]k kg
l`Yll`]q[YfZ]kgdn]\gj[gjj][l]\Yf\hj]n]fll`]e^jge`Yhh]faf_Y_Yaf&
Egj]gn]j$l`ak^mf[lagfYdkg`]dhkl`]]ehdgq]j to assess the outcome of the decisions that
have been adoptedZqe]Yfkg^l`]e]Ykmj]e]flYf\[gjj][lagfg^l`]Y[lanala]kl`YlYj]
Z]af_h]j^gje]\afl`][gehYfq$Yf\YdoYqkljqaf_lg]fkmj]l`Yll`]gml[ge]^alkl`]hdYfk
l`Ylo]j]hj]nagmkdq\]n]dgh]\&L`mk$l`]]ehdgq]jeYq\]l][lhgkkaZd]deviationsl`Yl[Yf
Z]YfYdqr]\afgj\]jlg\][a\]o`a[`[gjj][lan]e]Ykmj]kYj]l`]Z]kllgY\ghloal`l`]Yae
g^kgdnaf_hgl]flaYdhjgZd]ek&
Vocabulary
Effectiveness. 9Zadalq lg Y[`a]n]
l`]\]kaj]\]^^][l&
Efficiency. 9Zadalq lg Y[`a]n] l`]
\]kaj]\]^^][lYll`]d]YklhgkkaZd]
[gkl&
9ko][Yfk]]$l`]j]akY\aj][lj]dYlagfk`ahZ]lo]]fhdYffaf_Yf\[gfljgd$YkYfqhdYffaf_
hjg[]kkf][]kkYjadqj]imaj]kY[gfljgdkqkl]e&L`mk$l`]gj_YfarYlagf`YkYegfalgjaf_e]%
[`Yfakel`YlYddgokallgYkk]kkl`]]pl]flg^Y[`a]n]e]flg^l`]gZb][lan]kl`Yl`Yn]Z]]f
hjghgk]\Yf\$l`]j]^gj]$lgYkk]kkl`]]^^][lan]f]kkg^l`]hdYffaf_&
AfYfq[gfljgdhjg[]kk$o][Yf\]^af]l`]^gddgoaf_stages:
a) =klYZdak`af_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]$a^alakhdYff]\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`]^a_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]jegfl`ak-(((mfalk^gj
YlglYdYegmflg^*((ogjcaf_`gmjkh]jegfl`&O`a[`[gfljgd
kqkl]eogmd\Z]l`]egklkmalYZd]^gjl`ak[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^gjl`aknYjaYZd]oaddYdkgZ]k]l ^gj]pYehd]2
%-!&
b) <YlY[gdd][lagf2aloaddZ]\gf]l`jgm_`l`][gehYfqÍk
afl]jfYd Y[[gmflaf_& Lg \g l`ak$ 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&L`ak\]%
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][a^a[lYkckafgj\]jlgY[`a]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$[gee]j[]$^afYf[]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]dYlagfk`ahg^afl]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`]`a]jYj[`a[Ydj]dYlagfk`ahkYegf_l`]e&
Al`a_`da_`lkl`]\]_j]]g^\]h]f\]f[]$Yko]ddYkalk`a]jYj[`a[Ydj]d]nYf[]&
Alaf\a[Yl]kl`]kh][a^a[fYe]g^\]hYjle]flkYf\$kge]lae]k$l`]fYe]g^l`gk]j]khgfkaZd]&
Alk`gokYl]ehgjYdj]Ydalq2alemklj]hj]k]fll`]`a]jYj[`a[Ydkljm[lmj]afl`][gehYfqYll`]lae]alakeY\]$Zmlfgll`]o`]fl`][gehYfqoYk[j]Yl]\&
AlemklZ]mf\]jklYf\YZd]2l`]_jYh`a[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`]aj`a]jYj[`a[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$Yf\l`]ZYk]g^l`]hqjYea\ogmd\Z]gfl`]ja_`l&
L`]`a_`]klYml`gjalqakhdY[]\afl`][]flj]Yf\^jgel`akhgafl$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`]^ajklZ]dgf_klgY`a_`dq`a]jYj[`a[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^Y`a_`dq`a]jYj[`a[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`] ^ajkl [`Yjl K[`]e] )&+!$ l`]j] Yj] l`j]] \]hYjle]fl eYfY_]jk2 klY^^$
^afYf[aYdYf\[gee]j[aYd&L`]_]f]jYdeYfY_]j gj;=G!akYZgn]$Yf\Z]dgoo][Yf^af\`]Y\k
g^\a^^]j]flYj]Ykgjl][`fa[aYfk$o`geYqYdkg`Yn]$aflmjf$ogjc]jkaf[`Yj_]g^\a^^]j]fllYkck&
Af l`] k][gf\ [`Yjl K[`]e] )&,!$ gfdq ZYka[ af^gjeYlagf ak k`gof2 Y eYfY_]j Yf\ ^gmj
\]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]g^eYfqg^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
l`afcYZgmll`]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&
L`akakl`]j]Ykgfo`qeYfq][gfgeaklkYf\`meYfj]kgmj[]kkh][aYdaklkZ]da]n]l`YlZmka%
f]kkeYfY_]e]flak\]^afal]dqYfgf_gaf_hjg[]kkg^\][akagf%eYcaf_&
Decision-making in the companyakYjYlagfYdhjg[]kkZqo`a[`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&Bmkll`afcYZgmll`]
\][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
[Yf^af\l`]egklka_fa^a[Yfl[dYkka^a[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`]lgh`a]jYj[`a[Ydd]n]d&
 L`ak\][akagfafngdn]khdYffaf_Yf\gj_YfarYlagfakkm]k
g^l`][gehYfq&
 Al`Yklg\goal`dgf_%l]je_gYdk&
 L`ak\][akagfafngdn]khdYffaf_Yf\gj_YfarYlagfakkm]k
g^l`][gehYfq&
Tactical / Level II
 AlakeY\]Zql`]ea\\d]hgkalagfkg^l`][gehYfq&
 AlakYae]\Yll`]]^^a[a]flYddg[Ylagfg^j]kgmj[]klgY[`a]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$o`a[`
l`] [YhalYd j]kgmj[]k k`gmd\ Z]
gj o`a[` hjg\m[lk oadd Z] hjg%
\m[]\&
 Tactical/Level II:Zm\_]lmk]Yf\
[gfljgd&
5. Ej&Jg\Yakl`]^afYd\][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][dYkka^a[Ylagfkg^\][akagfk j]_Yj\af_]ph]ja]f[]$
Yml`gjalq$[gfk]fkmk$]l[&!&
 Non-programmable: dYmf[`af_
Yf]ohjg\m[l&
 Programmable:hYqjgdd&
17
1
Business organizations
5.2. The process of decision-making
Do you know that...?
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\][akagf$ l`] [`ga[] ak af^dm]f[]\
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 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[`aehgjlYf[]
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.Afl`ak^ajklklY_]$o]emkl\]^af]l`]_gYdo]oYfllgY[`a]n]
lgkgdn]l`]hjgZd]eYf\o`Yl[Ymk]kal&L`]j]^gj]$alak]kk]flaYdlg^af\Yddl`]f][]kkYjq
af^gjeYlagf$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]lg^af\l`]egklkmalYZd]&O]oaddeYc]YfYkk]kke]flg^l`]Ydl]jfYlan]k
Zq]daeafYlaf_l`]d]kkY\nYflY_]gmk&
+&Decision and execution. 9ll`akklY_]$o]oadd\][a\]o`a[`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$a^o]`Yn]Y[`a]n]\l`]gZb][lan]gja^o]`Yn]kgdn]\l`]
hjgZd]el`Ylo]oYfl]\lgkgdn]&Gl`]joak]o]oadd`Yn]lg_gl`jgm_`l`]hjg[]kkYf\
l`]k]d][l]\Ydl]jfYlan]Y_Yaf&
Case study 4. Decision-making process
?]klgjŠY >ak[YdKmj$ K&D& ak af[j]Ykaf_ alk [mklge]j ZYk] Yf\
hdYfklg`aj]egj]klY^^$Zmlal`YkYhjgZd]e2l`]dY[cg^khY[]
afalk[mjj]flogjchdY[]&O`a[`hjg[]kkg^\][akagf%eYcaf_`Yk
lgZ]lYc]fafgj\]jlgkgdn]l`akhjgZd]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
lmjfl`akhdY[]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]$ZmlalÍkdg[Yl]\
gfl`]kmZmjZk3[!hdY[];2l`akdg[Ylagfakkda_`ldqkeY%
dd]jl`Yfl`]YZgn]$ZmlalakafYZa_f]a_`Zgmj`gg\af
l`][alqYf\kmjjgmf\]\ZqeYfqZmkaf]kk]k&
3. Decision and execution: l`][gehYfqoadd^afYddqlYc]
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_lgl`ak
f]ohdY[]`Ykaehda]\Yfaf[j]Yk]afalk[mklge]jZYk]&
Gl`]joak]$aleYqoYfllgj]l`afcalk\][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`]^afYd\][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]
g^alkeYfqY\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\^af\YfaffgnYlan]kgdmlagf&
 Gf[]l`]hjgZd]e`YkZ]]f]phdYaf]\$]Y[`hYjla[ahYflZjaf_ka\]YkkhgflYf]gmkdq$j]_Yj\d]kkg^l`]gj\]jafo`a[`l`]qkh]Yc$
l`]nYdm]gjj]dYlagfk`ahg^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^%[]fkgjk`ah`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
l`akklY_]eYqZ]\gf]Zql`]kYe]_jgmhgjZqY\a^^]j]flgf]&
 Al[gfkaklkaf\ana\af_l`]_jgmhaflgkmZ_jgmhkg^.h]ghd]$o`goadd\ak[mkkYlgha[^gj.eaf&
 9^l]jl`aklae]l`]j]oaddZ]Yk`Yjaf_$Yf\lg_]l`]jl`]qoadd\jYoY^afYd[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$]Y[`g^o`a[`akj]hj]k]fl]\ZqY`Ylg^gf][gdgmj2
—O`al]2alj]hj]k]flkl`]^Y[lkgZb][lan]dq$alogjckoal`^Y[lk&
—:dY[c2l`akakl`]egklh]kkaeakla[l`afcaf_$ogjcaf_oal`\jYoZY[ckYf\eaklYc]k&
—Q]ddgo2alkqeZgdar]kghlaeake$Yf\ogjckoal`Y\nYflY_]k$km[[]kk]kYf\Z]f]^alk&
—J]\2alj]hj]k]flk]eglagfk$^]]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^l`afcaf_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
Yo`al]ZgYj\&
—L`]_jgmh\ak[mkk]ka\]Yklg[dYja^q$\]n]dghgjimYda^ql`]e&
—Afojalaf_$]Y[`e]eZ]jYkka_fkYk[gj]lga\]Yk&L`]eg\]jYlgj[gdd][lkl`]k[gj]k$YdkgYfgfqegmk$Yf\imYfla^a]kl`]e&
—L`]a\]Ykoal`l`]egklngl]koaddZ]Y\ghl]\Yk_jgmh\][akagfk&
 Al\]n]dghkY_j]Yl\]Ydg^a\]YkYf\$Ykl`]hjg[]kkakeY\]afojalaf_$alhj]n]flkkge]g^l`]\akY\nYflY_]kg^gjYd_jgmh
\][akagf%eYcaf_$km[`Ykafl]j^]j]f[]k[Ymk]\Zq`a]jYj[`a[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^l`akmfalo]lYdc]\YZgmll`]f]]\^gj[gfljgdd]\[geemfa[Ylagfhjg[]kk]kaf
l`][gehYfq&Afgj\]jlgmf\]jklYf\l`akaehgjlYf[]$^ajklg^Yddo]emklmf\]jklYf\o`ql`]
[gehYfqf]]\klg[geemfa[Yl]&9f\fglgfdqlgcommunicate,ZmlYdkgo`ql`ak[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$Zmll`]j]Yj]lggeYfqg^l`]e&L`akgn]jkmhhdqakl`]j]Ykgfo`q[gehY%
fa]k`Yn]lgeYc]YeYbgj]^^gjllg stand out^jgel`]aj[geh]lalgjk$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\]^af]corporate identity Ykl`]]f\mjaf_ljYalkl`Yl\]^af]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$Y[gehYfqemkl^md^ad^gmjproperties:
 Stability: al `Yk lg Z] eYaflYaf]\ gn]j lae] kg l`Yl l`] hmZda[ eYq `Yn] l`] hgkkaZadalq
g^Z]af_YoYj]g^al&
 Consistency: alemklZ]ZYk]\gfY[lmYdYlljaZml]k$ZmlfglafimYdala]kl`Yll`][gehYfq
\g]kfgl`Yn]&
 Evolution: al`Yklg]ngdn]Yklae]_g]kZqlgY\Yhllg[`Yf_]kafkg[a]lq&
 Uniqueness: l`] \]^afalagf 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& L`ak 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]$
`aklgjq$l`]_gg\kalhjg\m[]k&&&
 Subjective identity: alak^gje]\Zql`]YlljaZml]kYkkg[aYl]\oal`al$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[&$o`ad]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$Ykl`aka\]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]jql`af_emklZ]af
Y[[gj\Yf[]oal`[gjhgjYl]a\]flalq&
20
Business organizations
1
C. Communication of corporate identity
Watch out!
9fqgj_YfarYlagf$Zql`]^Y[lg^alke]j]]pakl]f[]$akk]f\af_af^gjeYlagfYZgmlalk]d^lgl`]
]fnajgfe]fl&L`akaf^gjeYlagfakakkm]\aflogoYqk2
 Voluntarily: l`akakl`]af^gjeYlagfl`Yll`][gehYfqakkm]kafY[gfljgdd]\Yf\afl]flagfYd
oYq&>gj]pYehd]$a^Ydaf]eYfY_]jg^l`]gj_YfarYlagfg^^]jkYd][lmj]gfl`]`aklgjqg^l`]
gj_YfarYlagfYlY[gf^]j]f[]&
 Involuntarily:l`akakl`]af^gjeYlagfl`Yll`][gehYfqakkm]koal`gml[gfljgd&L`gk]\YlY
Yj]af^]jj]\^jge[gee]flk$Y[lagfkgjghafagfkl`YlYj]hjg\m[]\afhjanYl]gjmfafl]flag%
fYddq&>gj]pYehd]$a^l`]hj]ka\]flg^l`]gj_YfarYlagfe]]lk`akgj`]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]kkg^o`]l`]jl`akoYkngdmflYjqYf\$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]$[geemfa[Ylagf
emklZ]2
O] eYq mk] l`] l]je public Yk
Y [gdd][lan] fgmf o`]f o] e]Yf
l`] k]l g^ af\ana\mYdk ^gjeaf_
l`] kg[a]lq af o`a[` l`] gj_Y%
farYlagf ak aee]jk]\& L`] l]je
general publicakYdkgmk]\^gjl`ak
e]Yfaf_&
O]Ydkgmk]l`]l]jepublic o`]f
o]j]^]jlgYdd_jgmhkg^af\ana\mYdk
l`Yl ^gje Y o`gd] oal` [geegf
^]Ylmj]k&
>gj ]pYehd]$ ^gj l`] J]_agfYd
?gn]jfe]flg^EY\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%
la^a]\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[ l`afc g^ gmj
gj_YfarYlagf&AlÍkfglbmklo`YlYfaf\ana\mYdgj_jgmhl`afck$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:l`aklqh]g^af^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: l`ak af[dm\]k Yfq af^gjeYlagf j]dYl]\ lg l`] [gehYfq gj k][lgj l`Yl
j]Y[`]kl`]hmZda[l`jgm_`e]\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&L`ake]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\[gehYj]\
lgalk[geh]lalgjk&
Lgkmemh$o][YfkYql`Yl corporate identityak^gje]\ZqljYalkl`YlZ]dgf_lgl`]gj_Yfa%
rYlagf$o`ad]corporate imageak^gje]\Zql`]e]flYdh]j[]hlagfgja\]Yl`Yll`]hmZda[`Yk
YZgmll`]gj_YfarYlagf >a_&)&-!&
AfYfq[Yk]$l`]_gYdg^Yfqgj_YfarYlagfaklgeYc]kmj]l`Ylalka\]flalqYf\alkaeY_]Yj]l`]
kYe]$Ykl`akakl`]oYqlg]fkmj]l`Yll`]hmZda[`Ykl`]e]flYdha[lmj]g^l`]gj_YfarYlagf
l`YlakZ]kl^gjal&
Case study 5. Building corporate image
L`]kf]Yc]j[gehYfqRYhYlaf]k$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\^a_`l]j&
Solution:
Lg [j]Yl] Y [gjhgjYl] aeY_] af l`] hmZda[ kg l`Yl al a\]fla^a]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 oal`af 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^^alaYjlaklk
lg\gkge]\]ka_fkg^l`]ajk`g]k&
 KhgfkgjkcYl]Yf\_jY^^ala[`Ye%
hagfk`ahkYf\emka[[gfl]klk&
 Kmhhgjl f]o [dgl`af_ \]ka_f]jk
Zq[j]Ylaf_k[`gdYjk`ahk&
$
Activities
7. L`][gehYfqJ]hgkl]jŠYkDh]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]afo`a[`l`]
afalaYdkYj]fglhdYaf$Zml^gje]\Zql`]kqeZgdkg^l`]\a^^]j]flZjYf\kg^l`][ge%
hYfq&Af\gaf_kg$J]hgkl]jŠYkDh]rk]]cklg[gfn]qnalYdalq$o`ad]eYaflYafaf_l`]
klj]f_l`Yf\kgda\alql`Yll`]hj]nagmkdg_gljYfkeall]\&:qaf[dm\af_l`]kqeZgdk
g^Yddl`]ZjYf\kg^l`][gehYfq$l`]hmZda[[YfYdkg^mddqh]j[]an]o`YlakZ]`af\
J]hgkl]jŠYkDh]r$o`Ylal\g]kYf\`goal\g]kal&Afgjl`]jlg[gehd]e]fll`]dg_g
[`Yf_]$l`][gehYfq`Yk`aj]\ÂYfY\n]jlakaf_[YehYa_f&
O`a[`[gjhgjYl]a\]flalqhjgh]jla]kYj]]na\]floal`l`akaf^gjeYlagf7O`a[`]d]%
e]flkg^gZb][lan]Yf\kmZb][lan]a\]flalqakl`][gehYfqafl]f\af_lg[geemfa%
[Yl]7@go\g]kJ]hgkl]jŠYkDh]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]klYZdak`e]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]l`akmfaim]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^^a_mjY%
lan]ljY\]eYjc2Ykh][aYddq\]ka_f]\EYkY
ljY\]eYjc&
 Mixed:^gje]\Zqd]ll]jkYf\kqeZgdk[geZaf]\$km[`Yk=d;gjl]Af_d†kdg_g >a_&)&/!&
L`]k]l`j]]lqh]kYj]l`]egkl[geegf]k$Zmll`]j]Yj]gl`]jl`af_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]\^gjl`akljY\]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`]^a_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_d†k&
Fig. 1.7. Dg_gg^=d;gjl]Af_d†k&=pYehd]
g^eap]\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$o`al]Yf\ZdY[cYj]l`]\]^afaf_^]Ylmj]g^=d;gjl]Af_d†k&
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 identityl`akf]]\Z][ge]k]n]fegj]]na\]flZ][Ymk]$YkY_]f]jYdjmd]$l`]^ajkl
[gflY[ll`YlYfaf\ana\mYd`Ykoal`l`]gj_YfarYlagfakl`jgm_`l`]ljY\]eYjc&
L`]j]^gj]$a^o]oYflgmjljY\]eYjclgZ]j][g_far]\afl`]^mlmj]$gja^o]oYfll`Yll`]
Y[lgjg^YfY\n]jlak]e]flak[d]Yjdqa\]fla^a]\$o]emklfgl[`Yf_]l`]_jYh`a[kYhhda[Ylagf
g^l`]ljY\]eYjc&
>gj]pYehd]$a^o]_g\gofl`]klj]]l$l`]^ajkll`af_o]mkmYddqk]]Z]^gj]]fl]jaf_Yklgj]ak
alkka_f&Egj]gn]j$a^l`]klgj][gflY[lkmkZqhgklYdeYadlg[gf^ajeYfgj\]jl`Ylo]`Yn]bmkl
eY\]$o]f]]\lga\]fla^ql`]ljY\]eYjc$Yf\l`akakl`]j]Ykgfo`qalemklZ]j][g_farYZd]
Zgl`afl`]ka_fYf\hjafl]\gfhYh]j&
DYhYdYZjY]khYŽgdY"eYj[Y"hm]\]
\][ajk] \] \gk ^gjeYk ]f af_d†k2
trademark q brand, [geg `YZjk
naklg ]f ]kl] h_afY& 9mfim] dY
eYqgjŠY \] dYk n][]k k] Y[]hlYf
[geg kaffaegk$ fg ]kl \] ek
im] k]hYk im] fg dg kgf2 ea]f%
ljYkim]trademark]kmfl†jeafg
_]f]jYd im] `Y[] j]^]j]f[aY Y dY
eYj[Y j]_akljY\Y ]f kŠ eakeY$ ]d
l†jeafg 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 ZgdŠ_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[afqHjgq][[afMfan]jkalYjag"
g^ l`] Mfan]jkalq g^ Emj[aY$ qgm
[Yf Y[[]kk alk ;gjhgjYl] NakmYd
A\]flalqEYfmYd&
Kmeeaf_mhlgY[`a]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&L`akakl`]
oYqlgY[`a]n]mfa^a[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\]fla^a]j g^ l`] ljY\]eYjc& >gj ]pYehd]$ l`] d]ll]jk
^gjeaf_l`]ogj\k=d;gjl]Af_d]k&
 Symbol:alÍkY_jYh`a[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\]fla^a]\&>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`Yla^alkdg_g[YffglZ]mk]\
oal`j]\ZY[c_jgmf\Yf\o`al]d]ll]jaf_$l`]ZY[c_jgmf\`YklgZ]ZdY[c&
Fig. 1.8. Dg_gg^=d;gjl]Af_d†kafZdY[c
Yf\o`al]&
 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, o`a[` a\]fla%
^a]k [gdgmjk Zq Y []jlYaf [g\]&
L`mk$ l`] [gdgmjk l`Yl Yhh]Yj af
dg_gkYf\kqeZgdkoaddj]eYafl`]
kYe]j]_Yj\d]kkg^o`]j]l`]qYj]
hjafl]\&
Activities
8. Mkaf_l`]Afl]jf]l$k]Yj[`o]Zkal]kg^[gehYfa]k$]\m[YlagfYdafklalmlagfk$_gn]jf%
e]flY_]f[a]k$F?Gk$]l[&$Yf\^af\Y[gehd]l]eYfmYdg^[gjhgjYl]nakmYda\]flalq
g^l`]gj_YfarYlagf2
a) Af\a[Yl]o`a[`g^l`]]d]e]flkl`Ylo]`Yn]k]]fafl`akmfalYj]af[dm\]\afl`Yl
eYfmYdYf\o`a[`Yj]fgl&
b) Gf[] qgm `Yn] a\]fla^a]\ l`]e$ af\a[Yl] o`a[` g^ l`] YZk]fl ]d]e]flk af l`]
eYfmYdk`gmd\Yhh]Yj&
9. >af\l`j]]ZjYf\kgfl`]Afl]jf]ll`YleYl[`l`][gf[]hlg^fgeafYlan]$^a_mjYlan]
Yf\eap]\ljY\]eYjc&
10. <g qgm l`afc l`Yl l`] [`ga[] g^ [gjhgjYl] [gdgmj af^dm]f[]k l`] km[[]kk g^ Y
ZjYf\7O`Yl[gdgmjkogmd\qgm[`ggk]lgj]hj]k]flYZjYf\g^oaf]k^jgel`]kgml`
g^KhYaf7O`q7
11. 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[af;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. L`]Zmkaf]kkgj_YfarYlagfakFGL2
a) 9kka_faf_lYkcklg]ehdgq]]k&
b) HYqaf_Yhhda[YZd]lYp]k&
c) <akljaZmlaf_ j]khgfkaZadala]k Yegf_ e]eZ]jk g^ l`]
[gehYfq&
d) Daf]eYfY_]jkeYcaf_\][akagfk&
2. O`a[`g^l`]^gddgoaf_lqh]kg^[gehYfq\ana\]kalkk`Yj]
[YhalYdYf\daealkl`]daYZadalqg^l`]hYjlf]jk7
a) Kg[a]\Y\daealY\Y&
b) Kg[a]\Y\[gd][lanY&
d) L`]_j]]f`YlakYkkg[aYl]\oal`[j]Ylanalq$affgnYlan]
Yf\\a^^]j]fla\]Yk&
7. L`]hjgh]jla]kg^[gjhgjYl]a\]flalqYj]2
a) Mfaim]f]kk$gZb][lanalq$[gfkakl]f[qYf\]ngdmlagf&
b) KlYZadalq$gZb][lanalq$]ngdmlagfYf\mfaim]f]kk&
c) KlYZadalq$[gfkakl]f[q$]ngdmlagf$mfaim]f]kk&
d) ;gfkakl]f[q$caf\f]kk$mfaim]f]kkYf\]ngdmlagf&
8. L`][gfkljm[lagfg^l`][gjhgjYl]aeY_]j]kmdlkaf2
c) Kg[a]\Y\YffaeY&
a) L`][j]Ylagfg^l`][gehYfqÍkljY\]eYjc&
d) Kg[a]\Y\[ggh]jYlanY&
b) L`][geemfa[Ylagfg^ngdmflYjqYf\afngdmflYjqaf^gj%
eYlagf&
3. L`]^mf[lagfj]khgfkaZd]^gjjYakaf_l`]lYj_]lkgj_gYdklg
Z]Y[`a]n]\Zql`][gehYfqak2
a) Gj_YfarYlagf^mf[lagf&
b) ;gfljgd^mf[lagf&
c) HdYffaf_^mf[lagf&
d) EYfY_]e]fl^mf[lagf&
4. O`a[` g^ l`] ^gddgoaf_ Yj] eYfY_af_ ^mf[lagfk g^ l`]
]ehdgq]j7
c) Loge]YkmjYZd]]d]e]flk2hgkalagfaf_Yf\j]hmlYlagf&
d) L`] kmZb][lan] ]d]e]flk g^ l`] [gehYfqÍk [gjhgjYl]
a\]flalq&
9. L`]]d]e]flkg^YljY\]eYjcYj]2
a) >a_mjYlan]$fgeafYlan]Yf\eap]\]d]e]flk&
b) >gflk$l`]^a_mj]%ZY[c_jgmf\j]dYlagfk`ahYf\Yhhda[Y%
lagfk&
a) A\]fla^a[Ylagfg^gZb][lan]k$hdYffaf_Yf\[gfljgd&
c) <]ka_f$[gdgmjYf\[j]Ylanalq&
b) A\]fla^a[Ylagfg^gZb][lan]k$gj_YfarYlagf$hdYffaf_Yf\
[gfljgd&
d) L`]kqeZgd$dg_gYf\[gjhgjYl][gdgmjk&
c) A\]fla^a[Ylagfg^gZb][lan]k$j]kgmj[]Yddg[Ylagf$eYf%
Y_]e]flYf\[gfljgd&
d) Fgf]g^l`]YZgn]&
5. J]_Yj\af_ l`] \][akagf%eYcaf_ hjg[]kk$ o`a[` g^ l`]k]
klYl]e]flkak[gjj][l7
a) O`]fo]^Y[]Y[geegfhjgZd]e$l`]^mddhjg[]kk`Yk
lgZ]h]j^gje]\&
b) L`]kalmYlagfYfYdqkakafngdn]ka\]fla^qaf_l`]\a^^]j]fl
ghlagfkl`Ylo][Yf[`ggk]&
10. 9\][akagfl`YlakeY\]gfeYll]jkYjakaf_j]h]lalan]dqYf\
oal`Yf]klYZdak`]\hjg[]\mj]akcfgofYk2
a) K[`]\md]\\][akagf&
b) Afl]f\]\\][akagf&
c) Jgmlaf]\][akagf&
d) Fgf%k[`]\mdYZd]\][akagf&
11. 9\][akagfl`YlakeY\]ZqYkmh]jagjYf\l`Ylj]^]jklgl`]
gj_YfarYlagfYdkljm[lmj]g^l`][gehYfqak2
a) KljYl]_a[gjD]n]dA&
c) L`] egj] ghlagfk o] `Yn]$ l`] dgo]j l`] [`Yf[]k g^
^af\af_l`]Z]kl&
b) LY[la[YdgjD]n]dAA&
d) Alakf][]kkYjqlgYkk]kko`]l`]jl`]j]kmdlk[gjj]khgf\
lgl`gk]hdYff]\gjfgl&
d) Fgf]g^l`]YZgn]&
6. Afl`]l][`faim]"kapl`afcaf_`Ylk"]Y[`[gdgmjj]^d][lkY
\a^^]j]fll`afcaf_klqd]&Af\a[Yl]l`]ojgf_ghlagf2
a) L`]ZdY[c`Ylj]hj]k]flkl`]egklh]kkaeakla[l`afcaf_2
alogjckoal`\jYoZY[ckYf\eaklYc]k&
b) L`] q]ddgo `Yl kqeZgdar]k ghlaeake2 al ogjck oal`
Y\nYflY_]k&
26
c) L`]Zdm]`Ylj]hj]k]flkl`]^Y[lkgZb][lan]dq2alogjck
oal`^Y[lk&
c) Gh]jYlagfYdgjD]n]dAAA&
12. L`]gj_YfarYlagfo`gk]\][akagfkYj]lYc]fZql`]d]Y\]jk
Zmloal`hjg^]kkagfYdY\na[]ak2
a) 9eYljapgj_YfarYlagf&
b) 9`a]jYj[`a[Yd^mf[lagfYdgj_YfarYlagf&
c) 9[dgn]jgj_YfarYlagf&
d) Fgf]g^l`]YZgn]&
Business organizations
1
Ch ec k your lear ning
Distinguish types of existing business institutions
1. E]\aYmkmYddqj]^]jlgYkh][aYdcaf\g^[gehYfqcfgof
Ykpyme&>af\gmlo`YlYpymeakYf\\]^af]l`]\a^^]j]fl
lqh]kg^]paklaf_pymes.
Tip: the website www.creatuempresa.org/apoyoinfo.htm
may be helpful to solve this activity.
2. K]Yj[`l`]Afl]jf]lYf\^af\gmlo`Yll`]dYok_gn]jfaf_
[gjhgjYlagfkYf\daeal]\daYZadalq[gehYfa]kYj]Yf\af\a%
[Yl]l`]eafaeme[YhalYdj]imaj]\lg[gfklalml]l`]e&
3. L`]j]Yj]gl`]jlqh]kg^[gehYfa]kl`YlhYjla[ahYl]afl`]
kg[aYd][gfgeqhjaf[ahd]k&=fl]jl`]o]Zkal]g^;gf^]\]jY%
[af=ehj]kYjaYd=khYŽgdY\]dY=[gfgeŠYKg[aYd ;=H=K!$
ooo&[]h]k&]k$Yf\af\a[Yl]o`a[`l`]qYj]&9dkgaf\a[Yl]
Yddl`]ZYka[^]Ylmj]kg^kg[aYd][gfgeq[gehYfa]k&
—Hjg\m[lagf&
—KlY^^&
—Dg_akla[k&
—9\eafakljYlagf& L`ak gf] `Yk Y l][`fa[Yd klY^^ g^
afn]kle]flk&
 =ehdgq]]k `a]jYj[`a[Yddq \]h]f\]fl Yf\ af\]h]f\]fl
^jgel`]\a^^]j]fl\]hYjle]flk!&
8. >gddgoaf_ l`] [dYkka^a[Ylagf g^ l`] [`Yjlk$ eYl[` l`]
^gddgoaf_lqh]koal`l`]_jgmhl`]qZ]dgf_lg2
?]f]jYd[`Yjl
<]h]f\af_gfl`]hmjhgk]
Gj_YfarYlagfYd[`Yjl
Relate the common functions of the organization: management, planning, organization, execution and control
4. Dakll`]^Y[lgjkl`Ylaf^dm]f[]kljYl]_a[hdYffaf_Yf\l`Yl
]n]jq]ehdgq]jk`gmd\[gfka\]j&
5. O`a[`akl`]\a^^]j]f[]Z]lo]]fl`]^mf[lagfkg^eYfY%
_]e]flYf\gj_YfarYlagf7?an]Yf]pYehd]g^YlYkcl`Yl
Z]dgf_klg]Y[`g^l`]k]lqh]kg^^mf[lagfk&
6. L`][gehYfqL=PLADFGJ$K&D&jYak]\l`]^gddgoaf_akkm]k
afYeYfY_]e]fle]]laf_2
a) L`]gh]jYlagfk\]hYjle]flhjghgk]kY[`Yf_]afklY^^
k`a^lklghjg\m[]Yldgo]j[gklk&
b) Alakhjghgk]\lg[`ggk]Z]lo]]floghgkkaZd]hjg\m[l
daf]klgdYmf[`f]plq]Yj2\][gjYlan]al]ekgjlgad]lja]k&
c) L`]`]Y\kg^\a^^]j]fl\]hYjle]flk]phdYafl`]\]_j]]
g^Y[`a]n]e]flg^l`]gZb][lan]kYf\l`]\]naYlagfkl`Yl
`Yn]g[[mjj]\gfl`]hdYfko`ad]]klYZdak`af_e]Ykmj]k
lg[gjj][ll`]k]\]naYlagfk&
d) L`]eYfY_]j]eh`Ykar]kl`]f]]\lgeglanYl]klY^^Yf\
lg]phdYaf[d]Yjdqalk^mf[lagfk&
O`a[` ^mf[lagf g^ l`] gj_YfarYlagf j]dYl]k lg ]Y[` [Yk]
YZgn]7
Be aware of the importance of an adequate organizational
structure to perform the provision of quality services
7. EYc]l`][`Yjlg^Y[gehYfqaf[dm\af_ ^jgel`]`a_`]kl
lgl`]dgo]klhjagjalq!l`]^gddgoaf_gj_YfarYlagfYdd]n]dk2
 Hj]ka\]flg^l`][gehYfq&
 ?]f]jYdeYfY_]j&
 <]hYjle]flkg^2
;aj[mdYj[`Yjl
<]h]f\af_gfl`]jYf_]
9fYdqla[Yd[`Yjl
<]h]f\af_gfl`][gfl]fl
@gjargflYd[`Yjl
HYjlaYd;`Yjl
<]h]f\af_gfl`]dYqgml
KlY^^[`Yjl
9. <]k[jaZ]l`]^]Ylmj]kl`Yl[gf[mjafl`]^gddgoaf_gj_Yfa%
rYlagfYd[`Yjl2
Employees
Middle
positions
Department
heads
Manager
10. L`afcYZgmll`]j]Ykgfkqgm`Y\lgklm\ql`akNg[YlagfYd
LjYafaf_;gmjk]&Afj]dYlagfoal`qgmjl`gm_`lk$\]ka_fqgmj
gof\][akagf%eYcaf_hjg[]kk^gjl`akkh][a^a[[Yk]&
11. EYc] Y [dYkka^a[Ylagf g^ l`] lqh]k g^ ]paklaf_ \][akagfk
Y[[gj\af_lgl`]d]n]d[jal]jagf&
27
1
Business organizations
Ch ec k your lear ning
12. EYl[`]Y[`lqh]g^\][akagfoal`alke]Yfaf_2
)&<][akagfkeY\]\mjaf_l`]\]n]dgh%
e]flg^j]_mdYjogjc&
a) K[`]\md]\
b) Gh]jYlagfYd
c) Af\ana\mYd
d) KljYl]_a[
*&L`]q Yj] Y\ghl]\ Zq l`] kmh]%
jagjd]n]dg^l`]gj_YfarYlagf&ÂL`]q
k]lld]dgf_%l]je_gYdk&
+&<][akagf eY\] Zq Y kaf_d] h]jkgf
oal`^afYdj]khgfkaZadalq&
,&<][akagfklgZ]lYc]fh]jag\a[Yddq&
13. <]k[jaZ] Y k[`]\md]\ \][akagf qgm mkmYddq eYc] ]n]jq
\Yq&O`q\gqgml`afcl`Ylalakk[`]\md]\7OYkalYfgf%
k[`]\mdYZd]\][akagfafl`]hYkl7
14. Dakll`]Y\nYflY_]kYf\\akY\nYflY_]kg^\][akagf%eYcaf_
af_jgmhk&
15. Af\a[Yl]a^l`]^gddgoaf_klYl]e]flkYj]ljm]gj^Ydk]2
a) <][akagf%eYcaf_afl`][gehYfqakYfajjYlagfYdhjg[]kk
Zqo`a[`gf]gjegj]af\ana\mYdkYj][`ggkaf_Z]lo]]f
loggjegj]Ydl]jfYlan]k&
b) 9[[gj\af_lgl`]d]n]dg^l`]\][akagfeYc]j$l`]j]Yj]
k[`]\md]\Yf\fgf%k[`]\mdYZd]\][akagfk&
c) KljYl]_a[\][akagfkYj]l`gk]j]dYl]\lgl`]gZb][lan]kg^
l`][gehYfqgfYdgf_%l]jeZYkak&
d) =f[gmjY_af_ [j]Ylanalq ak Yf Y\nYflY_] g^ \][akagf%
eYcaf_af_jgmhk&
e) L`] l][`faim] H`addahk .'. [geZaf]k af\ana\mYd ogjc
oal`l]Yeogjc&
f) L`] l][`faim] "kap l`afcaf_ `Ylk" Yddgok YfYdqraf_ Y
\][akagf^jgekap\a^^]j]flhgaflkg^na]o&
Recognize different types of existing trademarks
16. Dakll`j]]]pYehd]kg^^Yegmk[gehYfa]kg^]Y[`g^l`]k]
lqh]kg^ljY\]eYjck2fgeafYlan]$^a_mjYlan]Yf\eap]\&
Differentiating between corporate identity and image
17. Af\a[Yl]o`]l`]jl`]^gddgoaf_klYl]e]flk[gjj]khgf\lg
]d]e]flkg^kmZb][lan][gjhgjYl]a\]flalq$gZb][lan][gjhg%
jYl]a\]flalqgj[gjhgjYl]aeY_]g^l`][gehYfq2
a) L`][gehYfqLY\Yea\][a\]\lgY\ghll`]d]_Yd^gje
g^[gjhgjYlagflg^Y[adalYl]l`]]fljqg^f]oe]eZ]jk&
b) AloYk^gmf\]\^gjlqq]YjkY_g&
c) AleYfm^Y[lmj]kogg\]f^mjfalmj]g^`a_`imYdalq&
d) Al `Yk YdoYqk Y\ng[Yl]\ l`] mk] g^ ogg\ ^jge kmk%
lYafYZd]]phdgalYlagfYf\alkhjg\m[lkYj][gn]j]\ZqY
hYf%=mjgh]Yf^gj]kl[]jla^a[Ylagf&
28
e) Alk[mklge]jknYdm]l`]ajafngdn]e]floal`l`]hj]k]j%
nYlagfg^l`]]fnajgfe]fl&
f) LY\Yea$K&9&[geealklg[mllaf_%]\_]\]ka_fkl`Ylg^^]j
affgnYlan]kgdmlagfk&
g) Alk\]ka_fk`Yn]gZlYaf]\k]n]jYdYoYj\k^gjaffgnYlagf
^jgeeY_Yraf][gf\m[laf_[gfkme]jkmjn]qk&
h) Alhjg\m[]k^mjfalmj][gdd][lagfk^gjdanaf_%jggek$Z]\%
jggek$g^^a[]kYf\\afaf_Yj]Yk$Yf\l`]j]^gj][mklge]jk
^af\kgdmlagfk^gjl`]]flaj]`gmk]afalk[YlYdg_m]&L`]q
nYdm]l`akakkm]Z][Ymk]l`]q[Yfc]]hl`]kYe]klqd]
l`jgm_`gmll`]`gmk]&
18. J]Y\l`]^gddgoaf_klYl]e]flkYf\af\a[Yl]o`]l`]jl`]q
Yj]ljm]gj^Ydk]2
a) ;gjhgjYl]a\]flalqeYq[`Yf_][gfklYfldqlgY\Yhllg
o`Yll`]hmZda[\]eYf\k&
b) ;gehYfa]k k`gmd\ YdoYqk [geemfa[Yl] oal` l`]aj
hmZda[$Yf\fglbmklo`]falÍk[gfn]fa]fl^gjl`]e&
c) L`]a\]flalqg^Y[gehYfq[YfZ][gha]\$Yko]ddYkl`]
k]jna[]kalhjgna\]k&
d) ;gjhgjYl]a\]flalqakcfgofZql`]daf]eYfY_]jkg^Y
[gehYfq$Yf\l`]j]klg^l`][gehYfqe]eZ]jk\gfÍl
f]]\lgcfgoYZgmlal&
e) L`]af^gjeYlagfj][]an]\Zql`]hmZda[g^Y[gehYfq
l`jgm_`^ja]f\kgjj]dYlan]k\gfglY^^][lalk[gjhgjYl]
aeY_]&
f) ;gfkakl]f[qakgf]g^l`]akkm]kl`Yll`][gjhgjYl]a\]f%
lalq f]]\k lg `Yn] kg l`Yl l`] hmZda[ eYq [j]Yl] l`]
aeY_]l`Yll`][gehYfqakafl]j]kl]\af&
19. O]`Yn][j]Yl]\l`][gjhgjYl]nakmYda\]flalqg^l`]ZY%
c]jqLmhf&O`a[`hgl]flaYdYhhda[Ylagfkk`gmd\o][gfka%
\]jafl`]eYfmYdg^[gjhgjYl]nakmYda\]flalq7
20. 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[afKmjg^^]jkYd][lmj]
gfl`]`aklgjq$_gYdkYf\nYdm]kg^l`]gj_YfarYlagf&
b) L`]eYjc]laf_eYfY_]jg^RYhYlaf]k$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[]g^eYaflYafaf_
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`]^ajklmfalo]\]^af]\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]`Ynagmjg^alke]eZ]jk&
 Expressing]eglagfkYZgmlogjcY[`a]n]e]flkgj^Yadmj]kYf\j]dYl]l`]gj_YfarYlagfoal`
alk]fnajgfe]fl&
Afl`akmfalo]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 l`ak 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$gfl`]gl`]j`Yf\$akfglgfdql`]k]lg^ogj\k
l`YlakljYfkeall]\2l`]j]Yj]Ydkg]d]e]flk$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
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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 oal`af
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$K&D&akgj_Yfar]\Y[[gj\af_lgl`akgj_YfarYlagfYd[`Yjl2
Operations manager
Alejandra Díaz
General manager
Arturo Soneira
2
Marketing manager
Pedro Pérez
Sales agent
Luisa Vargas
Financial manager
Alba Soneira
Administrative assistant
Sara Castelo
Scheme 2.1. Gj_YfarYlagfYd[`Yjlg^l`][gehYfqHa]\jYkKgf]ajY$K&D&
L`]eYfY_]j$9jlmjgKgf]ajY$oYflklgdYmf[`Yf]ojYf_]g^eYjZd][gmfl]jlghk^gj
[Yl]jaf_]klYZdak`e]flk&>gjl`akhmjhgk]$`]Zjaf_kl`]`]Y\kg^l`]l`j]]\]hYjle]flk
lg_]l`]jYl`akg^^a[]Yf\l]ddkl`]e`aka\]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\]fla^a]\afl`ak[geemfa[Ylagfhjg[]kk7
Solution2
Afl`][geemfa[Ylagfhjg[]kkg[[mjjaf_af9jlmjgÍkg^^a[]o][Yfa\]fla^qk]n]jYd]d]%
e]flk2
 L`]sender:l`]h]jkgfakkmaf_l`]e]kkY_]$o`a[`ak9jlmjgKgf]ajY&
 L
`]receivers:l`]j][aha]flkg^l`]e]kkY_]&Afl`ak[Yk]l`]`]Y\kg^l`]l`j]]
\]hYjle]flk&
 L
`]messagel`YlakljYfkeall]\2"O]Yj]dYmf[`af_Yf]odaf]g^eYjZd][gmfl]jlghk
^gjl`][Yl]jaf_k][lgj&"
 L
`]channelgje]\amel`jgm_`o`a[`alakljYfkeall]\2alakljYfkea%ll]\gjYddq
Zq9jlmjgKgf]ajY&
 L`]codegjk]lg^ka_fkYf\kqeZgdkl`YlljYfkeall`]e]kkY_]2afl`ak[Yk]$
=f_dak`dYf_mY_]&
 L`]context:dg[Ylagf$lae]$[mdlmj]g^l`]hYjla[ahYflkYf\$af_]f]jYd$l`][aj[me%
klYf[]kafo`a[`l`]e]kkY_]akljYfkeall]\&Afl`ak[Yk]$l`]qe]]lYll`]g^^a[]
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^l`ak[geemfa[Y%
lagfhjg[]kk&
3. =fl]jl`]o]Zkal]g^l`][YehYa_fkg^<aj][[af?]f]jYd
\]Lj^a[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]plafo`a[`o]dan]&
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f]kkeYf lg Y [mklge]j oal` l`]
a\]Yg^_gaf_lg_]l`]jlgY^afYf%
[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$Ykl`akakgfdqaf^gjeYlagfljYfkeakkagf&
Activities
4. =\a[agf]k9hj]f\]$K&9&akY[gehYfq\]\a[Yl]\lghmZdak`af_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[Ylagfoal`alk[mklge]jk
Yf\kmhhda]jk[gmd\`Yhh]f7>gje_jgmhkg^klm\]flklgkgdn]l`akY[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$^af\gmlo`Yll`akl`]gjqakYZgml&
1.1. The sender
L`]senderakl`]gf]o`gljYfkealkl`]e]kkY_]&
AfY[gehYfq$l`]k]f\]jeYqZ]$^gj]pYehd]$YeYfY_]j_anaf_afkljm[lagfklg`akgj`]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
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32
 Choosinga transmission system or channellg]fkmj]l`][gff][lagfYf\YkmalYZd][g\]
gjkqkl]eg^ka_fklgYddgol`][geemfa[Ylagfhjg[]kk&>gj]pYehd]$fg^dm]fl[geem%
fa[YlagfoaddZ]Y[`a]n]\mkaf_l`]KhYfak`dYf_mY_]oal`Yh]jkgfo`gmkmYddq\g]kfgl
mk]al&
 A proper use of the transmission system.>gj]pYehd]$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\
l`ak$qgmk`gmd\[`][ckge]akkm]kkm[`Ykl`]\aklYf[]lgl`]ea[jgh`gf]$l`]ngdme]g^
qgmjnga[]gjl`]\aj][lagfafo`a[`lgkh]Yc&
The communication process
Af Y conversation, l`] k]f\]j Yf\ l`] j][]an]j alternate their roles Yk af^gjeYlagf ak
]p[`Yf_]\ ^gj]pYehd]$l`]Zgkkkh]Yck^ajkl$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$l`akgfdqaehda]kYljYfkeakkagfg^af^gjeYlagf!&
Content
2
Content
tree
tree
Aflmjf$l`][geemfa[Ylagfhjg[]kkYdoYqk]flYadkYf exchange of messages$Ydgf_o`a[`
l`]k]f\]jYf\l`]j][]an]j]p[`Yf_]l`]ajjgd]kkm[[]kkan]dq afl`]]pYehd]YZgn]$l`]Zgkk
]phdYafk kge]l`af_ lg l`] ]ehdgq]]$ l`] ]ehdgq]] Yfko]jk a^ `] gj k`] l`afck l`Yl l`]k]
a\]YkYj]naYZd]$]l[&!&
L`ake]Yfkl`Yl$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$[gf^a\]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]$af`aZal]\gjYkk]jlan]&
Afl`]^ajkl[Yk]$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^[gf^a\]f[]&L`]l`aj\[Yk]akl`]egkl]^^][lan][geemfa[Ylagfklqd]$YkYkk]jlan]f]kk
j]^]jklg]phj]kko`YlqgmoYflafY\aj][lYf\`gf]kloYq$YhYjl^jgek`goaf_j]kh][llg
l`]kh]Yc]jgjj][]an]j&
Sender
Receiver
Fig. 2.1. J]dYlagfk`ahZ]lo]]fk]f\]jYf\
j][]an]j&L`]k]f\]jl`afckYZgmll`]
[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]flkafo`a[`
[]d]Zjala]kYhh]YjYf\kYqa^qgml`afcl`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^gjekl`akafl]jhj]lYlagfg^l`]ka_fkl`Yl[ge]YkYe]kkY_]$o]kYql`Yl
`]gjk`]decodesal&L`mk$afYojall]fe]kkY_]$l`]j][]an]jj]Y\kYf\afl]jhj]lkall`jgm_`
`akgj`]jcfgod]\_]g^l`]dYf_mY_]afo`a[`alakojall]f&
Lghjg\m[]Yj]Yd[geemfa[Ylagfhjg[]kk$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\[geemfa[Ylagf&L`akak[Ydd]\
feedbackYf\alakYfgl`]j]d]e]flg^l`][geemfa[Ylagfhjg[]kkl`Ylo]oaddZ]\ak[mkkaf_
af\]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\]3l`akako`qo]mkmYddqlYdcYZgml
l`]aehgjlYf[]g^ active listening&
Spanish assistant
;gegqY`YZjknaklg$]dÊ]eakgjË
q ]d Êj][]hlgjË kgf ]d sender q ]d
receiver]faf_d†k$j]kh][lanYe]f%
l]& H]jg `Yq ek hYdYZjYk hYjY
j]^]jajk]Y]ddgk3YkŠ$Ê]eakgjËlYe%
Za†f hm]\] k]j issuer g source,
q Êj][]hlgjË lYeZa†f 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 o`a[` 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&
L`akdYf_mY_]oYk[geegfdqmk]\
^gj Zmkaf]kk ljYfkY[lagfk Yegf_
l`]h]ghd]kg^l`]E]\al]jjYf]Yf&
FgoY\Yqk$alakkYa\l`Yl=f_dak`ak
l`]lingua franca ^gjZmkaf]kk&
J]_Yj\af_l`]j][]an]j$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^]j`akgj`]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 `ak gj `]j arguments Z]^gj] eYcaf_ bm\_e]flk&
Gf[]^afak`]\$o][Yfg^^]jkgdmlagfkgjYkkaklYf[]a^f][]kkYjq&AfYfq[Yk]$o]emklZ][Y%
j]^mdo`]fo]]phj]kkgmjghafagfYf\$a^hgkkaZd]$o]emkll`afcZ]^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[af ŠflaeY
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[ja^a[] 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^^a[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& L`ak [geemfa[Ylagf
\ak]Yk] aehda]k mkaf_ l`] ^Y[lk o`a[` Yj] \]fa]\ Zq
ogj\k!lghjY[la[]l`]kYqaf_Ìl`]]f\bmkla^a]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`]^ajkll`af_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][[af
?]f]jYd\]Lj^a[g$l`]aehgjlYfll`af_`]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]kaf`akYjla[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$ZmlafhjY[la[]l`]q
jYj]dqYj]&L`]hjgZd]ekaf]f[g\af_Yf\\][g\af_l`]e]kkY_]$o`a[`o]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 `ak ka_fYlmj] `Y\ dall%
d] lg \g oal` o`Yl oYk afalaYddq
hdYff]\&&&
L`]communication channel akl`]e]Yfkl`jgm_`o`a[`af^gjeYlagf[aj[mdYl]k&AlakY
^gjeg^[gff][lagfZ]lo]]fl`]k]f\]jg^l`]e]kkY_]Yf\alkj][]an]j&
L`akakYf][]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][dYkka^a]\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]afo`a[`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[$km[`Ykf]okhYh]jk$o`ad]l`]dYll]jYj]
Y\\j]kk]\lgkh][a^a[_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$Y[[gj\af_lgo`a[`l`]qeYqZ]^gjeYdgjaf^gjeYd2
 Formal channels2 l`gk] g[[mjjaf_ oal`af l`] ^gjeYd f]logjck g^ l`] gj_YfarYlagf$ l`Yl
ak lg kYq$ l`] `a]jYj[`a[Yd j]dYlagfk`ahk ]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\]`a]jYj[`a[Ydj]dYlagf%
k`ahk&AlakYkg[aYdf]logjc&L`akakl`]k[gh]o`]j]jmegmjkYj]mkmYddqZgjf&
:ml Y [`Yff]d [Yf Z] Ydkg mf\]jklgg\ Yk l`] line of people l`jgm_` o`a[` e]kkY_]k Yj]
\akljaZml]\afl`]gj_YfarYlagf&L`]f$\]h]f\af_gfl`]\aj][lagfafo`a[`af^gjeYlagfljYn]dk$
[geemfa[YlagfeYqZ]lgh%\gof$Zgllge%mhgjdYl]jYd&
L`YlaklgkYq$o`]fo][gfka\]jl`][geemfa[Ylagf[`Yff]d^jgel`akhgaflg^na]o$o]emkl
j]e]eZ]jl`]`a]jYj[`a[Ydj]dYlagfk`ahkYhh]Yjaf_afgj_YfarYlagfYd[`Yjlk&>gj]pYehd]$af
lgh%\gof[geemfa[Ylagf$Yfaf\ana\mYdoal`Yd]Y\]jk`ahjgd]afl`]gj_YfarYlagfYd[`Yjlg^
l`][gehYfq[geemfa[Yl]koal``akgj`]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[Ylagfoal`afl`]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]\lg`ak]ehdgq]]koaddZ]Ylgh%\gof[geemfa[Y%
lagf2
O`YlYj]l`]hgkkaZd]\aj][lagfkg^[geemfa[Ylagfoal`afl`ak
[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>]jjfJYef;gjl†k$o`a[`[YfZ]j]Y\gfl`]o]Zkal]g^El País
l`jgm_`l`]^gddgoaf_dafc2
http://www.elpais.com/articulo/portada/Rumores/evitar/virus/elpepusoceps/20
090712elpepspor_5/Tes
9. L`afcYZgmll`]`a]jYj[`a[Ydj]dYlagfk`ahkafqgmj]fnajgfe]flYf\l`afcYZgmlkh][a%
^a[]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]$
_jYh`a[Yd[g\]kkm[`YkYIJ[g\] >a_&*&,!$o`a[`Z][ge]kYj]Y\YZd]e]kkY_]Y^l]jZ]af_
j]Y\ZqYk[Yff]jgjYegZad]h`gf]&
The communication process
9ko]e]flagf]\Z]^gj]$o`]f]phdYafaf_l`]ljYfkeakkagfg^Ye]kkY_]^jgeYk]f\]jlgY
j][]an]jalakf][]kkYjqlg^g[mkgfl`][gf[]hlkg^e]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`Yll`akj][]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_`o`a[`l`]k]f\]jlmjfk`akgj`]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_` o`a[` l`] j][]an]j ljYfkdYl]k l`] e]kkY_] l`Yl `Yk
Z]]f akkm]\ Yf\ [g\a^a]\ Zq l`] k]f\]j af a\]Yk& =ph][lYlagfk Yf\ j]^]j]f[]k g^ l`]
j][]an]jaf^dm]f[]`akgj`]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 a^o]\gfÍlcfgol`]:jYadd]dal]jY[qkqkl]e$o][Yf`Yj\dqj]Y\YZggcojall]f
afl`ak[g\]!&@go]n]j$kge]lae]kl`]j][]an]j[Yfmk]Y\][g\]jlg[gfn]jlY[g\]l`Yl`]
gjk`]\g]kfÍlmf\]jklYf\aflgkge]l`af_mf\]jklYf\YZd]&9f]pYehd]g^l`akogmd\Z]`ajaf_
YEYf\Yjaf;`af]k]ljYfkdYlgj^gjl`][gehYfqBYegf]kK]jjYfgk$K&D&afgj\]jlgYkkaklalk
eYfY_]jkafYe]]laf_oal`Y;`af]k]^gg\kmhhdq[gehYfqlgZ]`]d\afK`Yf_`Yaoal`l`]
Yaeg^hjgeglaf_@m]dnY`Yeafl`Yl[gmfljq&
Activities
10. GZlYafkge]af^gjeYlagfYZgmll`]o`akld]\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]\l`ak
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\]^af]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;gjmŽYlgYkk]kkl`]
hgkkaZadalqg^bgafln]flmj]kafBYhYf&L`][gfn]jkYlagflYc]k
hdY[]af=f_dak`&
O`Yl]d]e]flkkmjjgmf\l`ak[geemfa[Ylagfhjg[]kkYf\`Yn]
Yfaf^dm]f[]gfal7
Solution:
=d]e]flkl`Ylaf^dm]f[]l`ak[geemfa[YlagfeYqaf[dm\]2
 L`][alqo`]j]l`]e]]laf_lYc]khdY[]29;gjmŽY&
 L`]kh][a^a[hdY[]o`]j]allYc]khdY[]2l`]j]klYmjYfl&
 L`]kh][a^a[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[aYdgj`aklgja[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]g^ojall]f^]]\ZY[c&
Spanish assistant
9mfim]]f]khYŽgdk]mkYem[`Yk
n][]k ]d l†jeafg feedback, dg
[gjj][lg ]k \][aj Êj]ljgYdae]flY%
[afËgÊj]Ydae]flY[afË&9\]ek$
]f [a]jlgk [gfl]plgk ]f af_d†k$
lYeZa†f hm]\] ljY\m[ajk] [geg
Ê[ge]flYjagkË (We need feedback
from our customers)&
>afYddq$l`]situationafo`a[`o][geemfa[Yl]Ydkgeg\a^a]kl`][geemfa[Ylagf2a^o]Yj]
afYfaf^gjeYdkalmYlagf$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\l`akaf^gjeYlagfoaddYddgol`]k]f\]jlg
eg\a^ql`]^gddgoaf_e]kkY_]k&
L`akakYtime-consuminghjg[]kk2l`]k]f\]jf]]\klgoYal^gjYn]jZYd$ojall]f >a_& *&-!
gjfgf%n]jZYdj]khgfk]^jgel`]j][]an]j&Aflmjf$alj]\m[]k]jjgjk$Ykaln]ja^a]kl`]af^gjeY%
lagfhjg[]kk&L`]j]^gj]$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$afl`]^a]d\g^organizations$^]]\ZY[cakYmk]^mdlggdlgeg\a^ql`][gehYfqÍkY[lagfk
l`Yl\gfgleYl[`eYjc]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][gf^a_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) ;Yfqgml`afcg^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$o`a[`lYdckYZgmll`]j]dYlagfk`ahZ]lo]]fkg[aYdf]logjckYf\[gehYfa]k&
Watch out!
>]]\ZY[c[YfZ]h]j^][ldqgj_Yfa%
r]\ af [geemfa[Ylagf& >gj ]pYe%
hd]$o][Yfk]f\Yf]%eYade]kkY_]
Ykcaf_ ^gj Y [gf^ajeYlagf g^ l`]
j][]ahlgj]n]f^gjl`]Y_j]]e]fl
oal`alk[gfl]fl&
38
"EYjc]lkYj]hdY[]klgljY\]&HdY[]ko`]j]hjg\m[lkYj]g^^]j]\$kgd\Yf\hmj[`Yk]\&
L`akakl`][gj]g^l`]eYjc]l&=p[`Yf_]&9f\o`ad]Yddl`ak`Yhh]fk$qgm[YflYdc$`Yn]
Y[gfn]jkYlagf&9ddl`ak[gfn]jkYlagf\g]kak`meYfaraf_kge]l`af_$Ye]j]^afYf[aYd
ljYfkY[lagf&S&&&U:mleYc]fgeaklYc]YZgmlal&O][YfeYfY_]bmklYko]ddoal`gml
l`]k][gfn]jkYlagfk&O]oYfll`]hjg\m[lYZgn]Ydd&@godgf_\gqgmfgjeYddqlYdc
oal`l`]]ehdgq]]g^Yf9hhd]klgj]7<gqgmeakkkge]l`af_o`]fqgm^addl`]ZYkc]l
g^qgmjgfdaf]hmj[`Yk]Yl9eYrgf7<gqgmj]YddqoYfllgZ]^ja]f\koal`YZjYf\7
Gj\gqgmoYflallg\galkbgZYf\dakl]fo`]fqgm`Yn]YhjgZd]egjYim]klagf7"
<gqgmY_j]]oal`o`YlakkYa\gj\gqgml`afcl`Ylkg[aYdf]logjckYj]egj]aehgj%
lYfl7<ak[mkkl`]lgha[af[dYkk&
The communication process
2
2. Barriers to communication
Hjgh]j[ggj\afYlagfg^Ydd]d]e]flkg^l`][geemfa[Ylagfhjg[]kkYlgf[]akfglYf]Ykql`af_
lg\g&@go]n]j$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]eYq^af\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^^a[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$km[`YkY[gm_`gjY^add]j$al\g]kfglmkmYddqZ][ge]YfafkmjegmflYZd]\a^^a[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]dYlagfk`ahkYj]g^l]fYkgmj[]g^kl]j]glqh]k&
Halo effect
 FYlmjYdl]f\]f[qlgbm\_]h]ghd]gfl`]ZYkakg^l`]^ajklaehj]kkagfl`]q[Ymk]&
 Afl`ak[Yk]$[geemfa[YlagfoadddY[cgZb][lanalq2gmjZ]`Ynagmjak[gf\alagf]\Zql`ak^ajklaehj]kkagf&
Inferences
 Ale]Yfk\]\m[laf_gf]l`af_^jgeYfgl`]j&
 G^l]f$l`]k]\]\m[lagfkYj]ZYk]d]kk$Yf\l`]qafYfq[Yk]aehdqYfla[ahYlaf_Yj]kmdll`Ylogjck
Y_Yafkll`][geemfa[Ylagfhjg[]kk&
Generalizations
 O`]fl`][geemfa[YlagfYegf_k]n]jYdh]ghd]akg^l]fj]h]Yl]\$l`]mkmYdeaklYc]akl`afcaf_
l`Yll`]Z]`Ynagmjkg^gl`]jkYj]YdoYqkl`]kYe]&
 9kkmeaf_l`]j]kmdlg^[geemfa[Ylagfo`Yl]n]jl`][aj[meklYf[]kYj]&
Lack of listening
 O`]f]klYZdak`af_Y[geemfa[Ylagf$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_`ll`afcl`Yll`]e]kkY_]
`YkZ]]fmf\]jklgg\af[Yk]ko`]j]l`ak`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\jŠ_m]r?Yda[aYakYhmZda[aklo`g`YkZ]]f`aj]\Zq
Y[gehYfqafEY\ja\lgh]j^gjeY[YehYa_f&9^l]jYe]]laf_
oal`EYjŠYJ]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\kY^ajkl\jY^lg^l`]ogjcYf\
[gflafm]koal`l`]j]klg^l`]Ykka_fe]fl&L`j]]\YqkdYl]j
`][`][ck`ak]%eYadZgpYf\j]Y\kk]n]jYd]%eYadk^jgeEYjŠY
]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_fa^a[Yfldq^jgel`]gja_afYdogjcYf\k]f\kYk[`]\md]^gj
j]na]okl`Ylk`]\a\fÍle]flagfYll`]afalaYde]]laf_&
O`YlZYjja]jkYj]\]l][l]\afl`ak[geemfa[Ylagfhjg[]kk7
Solution2
 9 ZYjja]j ^gj l`] \aklYf[] Z]lo]]f l`] afl]jdg[mlgjk$
o`a[`hj]n]flk[gflafmgmk^Y[]%lg%^Y[][geemfa[Ylagf&
 =f[g\af_ Yf\ afY[[mjY[q hjgZd]ek g^ l`] e]kkY_]&
O`YlEYjŠYoYfl]\`YkfglZ]]fmf\]jklgg\Yf\l`]
f]ok[`]\md][gflYafkaf^gjeYlagfl`YlYdl]jkl`]gja%
_afYde]kkY_]&
 EYjŠYÍk j]Y[lagf lg Ydl]j l`] gja_afYd k`gok Y dY[c g^
]ehYl`qYf\[Yfd]Y\lg\ak[gmjY_]e]flaf9flgfag&
 L`]j]akYhjgZd]eg^dY[cg^dakl]faf_ZqZgl`hYjla]k&
 L`]j]`YkZ]]ffgYhhjghjaYl]^]]\ZY[c$Yk9flgfag\a\
fgleYc]l`]im]klagfkl`Yl`Y\Z]]ff][]kkYjq&
39
2
The communication process
AfY\\alagflgl`]YZgn][dYkka^a[Ylagf$ZYjja]jklg[geemfa[YlagfYj]mkmYddq\ana\]\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_``ak[]ddh`gf]$Zmll`]daf]akYdoYqkZmkq&
Fig. 2.6. O`]fo]Yj]YoYq^jgegmj
j][]an]j$o]l]f\lgk`gml$Zmll`ak
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\a^a]\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
o`a[`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]$_]klmj]keYqYdkg`Yn]\a^^]j]fle]Yfaf_k
^gjZgl`hYjla]k&>gj]pYehd]$a^o]oYfllgfg\afAf\aYgj:md_YjaY$o]`Yn]lgegn]gmj
`]Y\^jgeka\]lgka\]afkl]Y\g^egnaf_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 h`adgkgh`a[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]floYqkafo`a[`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$YZgmll`]e]kkY_]gjYZgmlgl`]jk&
Activities
14. J]Y\l`]^gddgoaf_ha][]g^f]okaf`]j]2www.publico.
es/ciencias/292771/google-quiere-derribar-otra-vez-latorre-de-babel
40
O`YlZYjja]jlg[geemfa[YlagfakallYdcaf_YZgml7O`Yl
Yj]l`]Y\nYflY_]kYf\\akY\nYflY_]klgY`meYfljYfk%
dYlgj7
The communication process
2
3. Solutions to communication barriers
A^o]klYjl^jgel`]dYkl[dYkka^a[Ylagfg^[geemfa[YlagfZYjja]jkl`Ylo]`Yn]k]]f$\ana\af_
l`]eaflgh`qka[Yd$afl]dd][lmYdgjhkq[`gdg_a[YdZYjja]jk$o][Yf_jgmh\a^^]j]flsolutionsgj
strategieslg]daeafYl]$gjYld]Yklj]^af]$l`]gZklY[d]klgl`][geemfa[Ylagfhjg[]kkl`Yl
o][Yf^af\&L`mk2
 Physical barriers&Lg]daeafYl]gjj]^af]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[]`a]jYj[`a[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$o][Yf2
Vocabulary
Empathy& 9Zadalq g^ Y h]jkgf lg
hml af kge]gf] ]dk]Ík hdY[] Yf\
k`Yj]`akgj`]j^]]daf_k&
Assertiveness& 9Zadalq lg ]phj]kk
ghafagfk gh]fdq Yf\ oal`gml ^]Yj$
o`ad] 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 \]^af] 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]ehYl`ar]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`KhYfak`akYfafl]dd][lmYdZYjja]j&O][Yfljq
lgmk]Y[d]YjYf\kaehd]dYf_mY_]$addmkljYl]\oal`]pYehd]kg^
o`Ylo]e]Yf&<a[lagfemklZ][d]Yjlgg&
Laj]\f]kkaf\a[Yl]kYhgkkaZd]hkq[`gdg_a[YdZYjja]j&L`]j][]a%
n]j\g]kfÍlhYqhjgh]jYll]flagfa^l`][geemfa[Ylagfakdgf_
Yf\\a^^a[mdl&Alakkgdn]\Zq_gaf_"to the point".
41
2
The communication process
4. Differences between communication
and information
O]mkmYddqeaklYc]l`]l]jekcommunicationYf\information.:mll`]\a^^]j]f[]Z]lo]]f
l`]eakn]jq[d]Yj&
O][Yf[dYja^ql`]e]Yfaf_g^Zgl`l]jekmkaf_kge]]phdYafaf_^a_mj]k&J]e]eZ]jl`Yl$af
gj\]jlghjg\m[]information$l`]k]f\]jemklakkm]Ye]kkY_]Y\\j]kk]\lgl`]gl`]jhYjl$
o`a[`akl`]j][]an]j&L`]e]kkY_]^dgokl`jgm_`Y[`Yff]dgje]\ame2
Sender
Receiver
Message
Channel
Scheme 2.4. Af^gjeYlagfhjg[]kk&
Gfl`][gfljYjq$a^o]oYfllglYdcYZgmlcommunication$o]emklY\\Yf]o]d]e]fllg
l`]k[`]e]YZgn]2^]]\ZY[c&L`ake]Yfkl`Yl$YlYfqlae]$l`]k]f\]jZ][ge]kl`]j][]an]j
Yf\l`]j][]an]jZ][ge]kl`]k]f\]j&L`mk$lgj]^]jlg[geemfa[Ylagfo]emkleg\a^ql`]
k[`]e]YZgn]Yk^gddgok2
Message
Channel
Sender
Receiver
Feedback
Scheme 2.5. ;geemfa[Ylagfhjg[]kk&
Case study 6. Information vs. media communication
9[[gj\af_lgo`Ylqgm`Yn]klm\a]\afl`akmfal$[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 l`ak 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[dYja^a%
[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&
9ll`akhgafl$o]ea_`lYkcl`]^gddgoaf_im]klagf2akl`]j][geemfa[Ylagfafl`][gehYfq
^jgeYklja[lhgaflg^na]o7A^o]kla[clgo`Ylo]`Yn]k]]f$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_`o`a[`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]ljYfkeakkagfg^af^gjeYlagfl`]j]akfg2
a) >]]\ZY[c&
b) ;`Yff]d&
c) ;g\]&
d) Fgf]g^l`]YZgn]&
12. A^o]kYql`YlYh]jkgfdY[ckl`]YZadalqlg"oYdcafgl`]jÍk
k`g]k"$o]Yj]kYqaf_l`Yll`akh]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]jq`a]jYj[`a[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. O`a[`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_^jgel`akdaklg^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. <]^af]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]kg^e]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]dkafo`a[`
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[]hlakl`akk]fl]f[]lYdcaf_YZgml7";`Yff]daf
o`a[`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]&
*!Af`aZal]\&
+!9kk]jlan]&
c) Af Yfq kalmYlagf `] l]f\k lg l`afc o`Yl l`] gl`]jk
l`afc&
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[k^aje
Yl^ajklka_`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`]^ajklk]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\lg^addYnY[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^gjl`akk]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\]^af]l`]]f[g\af_hjg[]kk&
f) L`]Afl]jf]l[gff][lagf^Yadk^jgelae]lglae]o`ad]
kge]eYfY_]jke]]lZqna\]g[gf^]j]f[]&
g) L`][`a]^g^Yf]ehdgq]]Z]da]n]kl`Yll`ak]ehdgq]]
ogfÍlh]j^gje`akafkljm[lagfkhjgh]jdqYl^ajkl$Yk$af`ak
ghafagf$l`akogjc]j"f]n]j\g]kYfql`af_ja_`ll`]^ajkl
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\]^af]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 l`ak q]Yj$ l`] :gYj\ g^ <aj][lgjk fgl]k l`Yl l`]
hjg\m[lagf^a_mj]k^gjl`]^ajklimYjl]j`Y\Yka_fa^a[Yfl
\][j]Yk] af j]dYlagf lg l`] hj]nagmk imYjl]j& L`]j]^gj]$
al \][a\]k lg `aj] Yf gmlka\] [gfkmdlYfl lg YfYdqk] l`]
hgkkaZd][Ymk]kg^l`akmf]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\[geemfa[Ylagf7
25. J]Y\l`]^gddgoaf_[Yk]kYf\ojal]Yf"I"o`]fl`]qj]^]j
lg af^gjeYlagf Yf\ Y "C" o`]f qgm l`afc l`Yl l`]q Yj]
[geemfa[YlagfkalmYlagfk&Af[Yk]kg^\gmZl$\ak[mkkoal`
qgmj[dYkkeYl]ko`]l`]jqgml`afcl`YlalakYfaf^gjeYlagf
gjY[geemfa[Ylagf[Yk]2
I
Qgm`]YjYfaf^gjeYlagf
khglgfYjY\aghjg_jYee]&
E]]laf_g^l`]\]hYjle]fl
]ehdgq]]kg^Y`qh]jeYjc]l
lgaf[j]Yk]kYd]k&
L]Yeafkljm[lagfkafY>gjemdY
)jY[]lgYjmff]j"afnalaf_"
`aelgYddgol`]gn]jlYcaf_g^
`ak[gehYfagf&
<akYhhjgnYdg^Y[gehYfq
eYfY_]jlgoYj\kYf]ehdgq]]
o`gakg^l]fdYl]^gjogjc&
O]Yj]oYl[`af_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&AlakY`a_`dq`a]jYj[`a[Ydkljm[lmj]afo`a[`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\lg^afYf[aYdYf\
Y[[gmflaf_akkm]k&
:]af_Ykk]jlan]
=ehYl`araf_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[cg^eglanYlagfafl`][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]fl`akkalmYlagf$Yfko]jl`]^gddgoaf_im]klagfk2
a) Afqgmjghafagf$o`Yld]_Yd^gjeakl`]egklkmalYZd]^gj
l`ak[gehYfq7
b) O`Ylakl`]\]hYjle]flYdkljm[lmj]l`Yll`akgj_YfarY%
lagfk`gmd\`Yn]79f\o`YlalkeYaf^mf[lagfkk`gmd\
Z]7
c) EYc]l`]gj_YfarYlagfYd[`Yjl^gjl`ak[gehYfq&
d) @Yn] qgm fgla[]\ Yfq [geemfa[Ylagf ZYjja]j af l`ak
[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:
 <]^af][geemfa[Ylagf[`Yff]dkoal`af
l`]gj_YfarYlagf&
 <aklaf_mak`Z]lo]]f^gjeYdYf\af^gjeYd
gj_YfarYlagfYd[geemfa[Ylagfhjg[]kk]k&
 9kk]kkl`]af^dm]f[]g^af^gjeYd
[geemfa[Ylagf[`Yff]dkYf\[`Yafk
g^jmegmjkafgj_YfarYlagfk&
 J]dYl]l`]hjg[]kkg^af^gjeYlagf\]eYf\
afY[[gj\Yf[]oal`l`]lqh]g^afl]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$`gjargflYdYf\\aY_gfYd&
 =pl]jfYd[geemfa[Ylagf2Y\n]jlakaf_
Yf\hmZda[j]dYlagfk&
 ;geemfa[Ylagfg^[jakak&
 Lqh]kg^[geemfa[Ylagff]logjck2
^gjeYdYf\af^gjeYd&L`]jmegmj&
 ;geemfa[YlagfYkY_]f]jYlgj
g^Z]`Ynagmjk&
3
Communication within the company
1. Communication within the company.
Types
Vocabulary
Medium. EYl]jaYd ]d]e]fl o`]j]
l`]e]kkY_]ak^ap]\&
A^ [geemfa[Ylagf ak aehgjlYfl lg gmj h]jkgfYd Yf\ hjanYl] da^]$ ^gj Y [gehYfq$ Z]af_ Yf
gj_Yfar]\Y[lanalql`Ylak\]n]dgh]\Zqh]ghd] LYZd]+&)!Yf\Z]f]^al%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\[geemfa[YlagfZ]lo]]f]ehdgq]]kYf\eYfY_]e]flmf\gmZl]\dqaf^dm]f%
[]kZ]ll]jh]j^gjeYf[]Yf\_j]Yl]jbgZkYlak^Y[lagfg^ogjc]jk&
9k^gjl`]lqh]kg^[geemfa[Ylagfl`Yl[YfZ]\]n]dgh]\afl`][gehYfq$YkafeYfqgl`]j
Yj]Yk$l`]qYj]\an]jk]&L`]^gddgoaf_lYZd]_an]kY[dYkka^a[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`]`a]jYj[`a[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]`a]jYj[`a[Ydd]n]d&
 Alakl`][geemfa[YlagfZ]lo]]fl`][gehYfqYf\l`]gmlka\]&
External
S][lagf+$Ufal+!
 Aldafckl`][gehYfqoal`alk]fnajgfe]fl&
 AlakeY\]mhg^[geemfa[Ylagfkoal`[mklge]jk$kmhhda]jk$[j]\algjkYf\g^^a[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[dYja^a[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]g^e]\ame km[`YkhYh]jgjY[gehml]j`Yj\\akc!&
 >]]\ZY[cakkdgo]j$al\g]kfglYddgoaee]\aYl][dYja^a[Ylagfgjeg\a^a[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^^a[mdllg`a\]$Z][Ymk]o]Yj][gfklYfldqk]f\af_e]kkY_]kl`jgm_`l`]^Y[]Yf\Zg\q&
 Fgf%n]jZYde]kkY_]kYj]mk]\lgkmhhd]e]flYf\kmhhgjlo`Ylo]kYq$Zmlkge]lae]kl`]q
[YfZ][gfljY\a[lgjqa^gmj_]klmj]k\gfgleYl[`o`Ylo]oYfllgljYfkeal$o`a[`akn]jq
hgkkaZd]$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\]^af]\$]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]dYlagfk`ahkl`YlYj]ZYk]\gfY^^afalqZ]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[ŠYakj]Y\af_l`]f]okhYh]jYf\k]]kYbgZg^^]jlg[gn]jYf
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lgl`]Y\\j]kkYhh]Yjaf_&Dm[ŠY\][a\]klgj]khgf\lgl`]g^^]j
Yf\Yhhda]k^gjl`]k]d][lagfhjg[]kk&
@goeYfqlqh]kg^[geemfa[YlagfoaddYhh]Yjafl`akkalmYlagf7
Solution2
 Written and external communication:l`]Y\n]jlak]e]fl
afl`]f]okhYh]j$Ykl`][gehYfqmk]kY\n]jlakaf_lgj]Y[`
hgl]flaYdogjc]jk&
 Written communication2 mk]\ Zq Dm[ŠY lg Yfko]j lg l`]
g^^]j$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_o`a[`l`]afl]jna]o]j
oadd[gf\m[lYk]ja]kg^im]klagfkl`YlDm[ŠYemklYfko]j
gjYd[gfn]jkYlagf!&
 Formal communication: l`ak 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
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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&
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hgjlYfll`Yll`]eYfmYdak\akljaZml]\afojalaf_7Akaln]jla[Yd
gj`gjargflYd[geemfa[Ylagf7O`qakalfglY\nakYZd]lgh]j%
^gjel`akÂ[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]floal`afl`][gehYfq$Yf\
alYdkgklj]kk]kl`]^gjeYdalqg^l`akY[lg^[geemfa[Ylagf&Al
akYk]lg^afkljm[lagfkl`Yll`]eYfY_]e]flg^l`][gehYfq
hYkk]klgalkklY^^$kgfgaee]\aYl]^]]\ZY[cak]ph][l]\&
L`ak 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$alak`a_`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 o`a[` [geemfa[Ylagfk Yj] [Yjja]\ gml oal`af l`]
[gehYfq$o`Yllqh]kg^[geemfa[Ylagf[Yfg[[mj7
49
3
Communication within the company
2. Internal communication
Watch out!
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Z][dYkka^a]\Y[[gj\af_lgalk[gf%
l]fl2
 Operational communication:al
j]^]jklgogjch]j^gjeYf[]&
 Motivational communication:
al hjgegl]k Y k]fk] g^ Z]dgf%
_af_lgl`][gehYfqYf\Y_gg\
ogjcaf_Ylegkh`]j]&
Internal communicationg[[mjkYegf_e]eZ]jkg^Y[gehYfq&
O`]fl`ak[geemfa[YlagfakkYlak^Y[lgjq$hjg\m[lagfakmkmYddqaf[j]Yk]\Yf\l`][gehYfq
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[gmjY_af_l]YeogjcYf\[ggh]jYlagfYegf_l`]e$Yf\hjgna\]ljYfkhYj]flaf^gjeYlagfgf
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h]j^][ldq&
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9[[gj\af_lgl`]k]fk]g^l`]e]kkY_]l`jgm_`l`][gehYfq$l`aklqh]g^[geemfa[Ylagf[Yf
Z]\ana\]\af2
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2.1. Vertical communication
Vertical communicationak]klYZdak`]\Yegf_l`]\a^^]j]fld]n]dkg^l`]`a]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...?
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assessment$ o`a[` [gfkaklk g^
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l`] h]j^gjeYf[] g^ l`]aj \mla]k&
Alakg^l]f[Yjja]\gmlh]jag\a[Yddq&
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lgl`]gl`]je]eZ]jkg^l`]gj_YfarYlagf^gddgoaf_l`]`a]jYj[`q&
L`akakmkmYddql`]egklcommonYf\l`]egklaehgjlYfloal`afl`][gehYfq$Yf\l`]j]^gj]
alakmkmYddqo]ddgj_Yfar]\&
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ea\\d]eYfY_]e]fl&
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afklalmlagfYdY_j]]e]flkeY\]Zql`][gehYfq&
 9fql`af_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]\Zq`a]jYj[`a[Ydkmh]jagjklg]ehdgq]]ko`g\]h]f\gfl`]e&
50
Communication within the company
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B. Bottom-up communication
3
Do you know that...?
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hjgh]jh]j^gjeYf[]g^l`]ajogjc&
Case study 3. Senses of vertical communication
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l`]j]^gj]$lgZmqal&
O`Ylk]fk]kg^n]jla[Yd[geemfa[Ylagf`Yn]Z]]fmk]\Yll`ake]]laf_7
Solution:
:gllge%mhYf\lgh%\gof[geemfa[Ylagf&
 Top-down communication: l`]eYjc]laf_eYfY_]jaf^gjek`akgj`]jl]Yel`Yll`]
f]oh]j^me]kYd]kYj]fglYk]ph][l]\&
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^j]]kYehd]kg^l`]h]j^me]ZqhgklYdeYadlg]f[gmjY_]l`]hghmdYlagflgl]kll`]
hjg\m[lYf\lgZmqaldYl]j&
Spanish assistant
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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
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l`]khajalg^[ggh]jYlagfYegf_ogjc]jkYf\lghj]n]flhgl]flaYd[geh]lalagfl`YleYq]pakl
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L`akakl`]lqh]g^[geemfa[Ylagfo`]j]informal communicationakegj]dac]dqlgYjak]&
2.3. Diagonal communication
AfY\\alagflgl`]lqh]kg^[geemfa[Ylagf\ak[mkk]\kg^Yj$l`]j]akYfgl`]jcaf\g^afl]jfYd
[geemfa[Ylagf$diagonal communication$o`a[``Yhh]fkYegf_h]ghd]o`gg[[mhq\a^^]j%
]fld]n]dkafl`]gj_YfarYlagf$Zml\gfglj]hgjllg]Y[`gl`]j&9_gg\]pYehd]ogmd\Z]l`]
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Scheme 3.1. <a^^]j]fl^dgokg^afl]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%
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`Ynaf_Zj]Yc^Ykl&
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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]%
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52
Communication within the company
3
2.4. Working meetings
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 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[]$l`]j]Yj]eYfqlqh]kg^e]]laf_k&Afl`]lYZd]Z]dgoo]oadd]klYZdak`Y[dYkka^a%
[Ylagfg^l`]eY[[gj\af_lgl`]_gYdl`]qafl]f\2
Types of meeting
Routine
Goals
 9dkg[Ydd]\j]_mdYjgjh]jag\a[&
 L`]k]Yj]`]d\lgeYfY_]l`]\Yq%lg%\YqZmkaf]kk&
 9dkg[Ydd]\in extremis&
Extraordinary
 L`]k]Yj]mj_]fle]]laf_kl`Ylo]j]fglk[`]\md]\$^gj]pYehd]$
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]kg^e]]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$ ^ajkl l`af_ 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$oal`YeYpa%
emeg^YZgmllo]dn]h]ghd]&9fq
e]]laf_l`Yl]p[]]\kl`akfmeZ]j
oadd `Yn] \a^^a[mdla]k j]Y[`af_ Yf
Y_j]]e]fl$ Yegf_ gl`]j l`af_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[]$l`]lqh]kg^e]]laf_kdakl]\afLYZd]+&*\gfglg[[mjafhmj]^gje3l`]qYj]mkm%
Yddqeap]\Yf\$l`]j]^gj]$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\[dgkmj]&
Preparation of the meeting
L`akakl`]klY_]o`]j]l`] success or failureg^l`]e]]laf_akk]l$Z][Ymk]aloadd\]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$Ydl`gm_`alakYdoYqkY\nakYZd]lg^gddgol`akhjg[]\mj]2
 Presentation of the topic2l`][ggj\afYlgjg^l`]e]]laf_afljg\m[]kl`]akkm]gj
hjgZd]elgZ]\ak[mkk]\&Lg\gl`ak$alakj][gee]f\YZd]lg[j]Yl]Yhd]YkYflYlegk%
h`]j]l`Yl]f[gmjY_]khYjla[ahYflklghYjla[ahYl]oal`l`]aja\]YkYf\[gddYZgjYl]gf
^af\af_Ykgdmlagf&
 Analysis and discussion2 Yl l`ak klY_]$ l`] hjgZd]e ak YfYdqk]\ Yf\ \ak[mkkagf ak
]f[gmjY_]\&9ll`akhgafl$l`]kcaddkg^l`]h]jkgfjmffaf_l`]e]]laf_oaddZ]n]jqae%
hgjlYfl2alemklZ]Y_gg\[geemfa[Ylgj$[YhYZd]g^\aj][laf_l`]\ak[mkkagflgoYj\k
l`]gZb][lan]kYf\kmeeYjaraf_l`]egklka_fa^a[Yflhgaflk$Z]Ylgd]jYflh]jkgfYf\
Z]YkaehYjlaYdYkhgkkaZd]$]l[&
 Decision-making:l`akakl`]klY_]o`]j]YkgdmlagfemklZ]j]Y[`]\$]al`]jZq[gf%
k]fkmk$mfYfaealq$eYbgjalqgjo`Yl]n]j]klYZdak`]\hjg[]\mj]&
Closure of the meeting
Gf[]l`]\][akagfaklYc]f$YhdYfg^Y[lagflgZ]aehd]e]fl]\emklZ]k]lld]\&
Activities
4. O`Ylcaf\g^e]]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]]f^aj]\Z][Ymk]
g^ `ak lYj\af]kk Yf\ `ak j]h]Yl]\ Yf\ mfbmkla^a]\ 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`]ghafagfg^alk]ehdgq]]k^ajkl&
f) L`]j]akYf]d][lja[hgo]j^Yadmj]Yf\l`]af^gjeYlagf
[gflYaf]\gfl`][gehml]jkg^l`][gehYfq`YkZ]]f
hYjlaYddqdgkl3alakf][]kkYjqlg^af\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"$hmZdak`]\af
l`]eY_Yraf]Emprendedores.Qgm[Yf^af\alYll`ako]Z
dafc2
d) O`]f[gf\m[laf_YeYjc]lkmjn]qYZgmlgmjf]o^jY%
_jYf[]$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_`
l`ak[geemfa[Ylagf$l`][gehYfqakdafc]\lgl`]]fnajgfe]fl&
General public. ?jgmh g^ af\ana%
\mYdkl`Yl_]lgjeYq_]laflgm[`
oal`Yfgj_YfarYlagf&
L`ak [geemfa[Ylagf ak `]d\ oal` l`] _]f]jYd hmZda[$ [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_[dYkka^a[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\]fla^a]k \a^^]j]fl publics
lg[geemfa[Yl]$lYcaf_aflgY[[gmfll`]]fnajgfe]flafo`a[`alakafk]jl]\&L`]gj_YfarY%
lagfoadd^g[mkalk[geemfa[YlagfY[lanalqgfYkh][a^a[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]$
a^aloYflklgaf[j]Yk]kYd]k$aloadd^g[mkgf[mklge]jk$Yf\a^alakdggcaf_^gj^mf\af_$aloadd
^g[mkgf^afYf[aYdafklalmlagfk&
3.2. Types of public in external communication
L`]basic classificationg^l`]lqh]kg^]pl]jfYdhmZda[l`YlYfgj_YfarYlagfeYq`Yn]akYk
^gddgok2
1. General public. L`]gj_YfarYlagf[geemfa[Yl]koal`l`]_]f]jYdhmZda[lg_]f]jYl]Yhg%
kalan]aeY_]g^alk]d^&
2. Commercial public2
– ;mklge]jk2l`]qYj]YhjagjalqhmZda[$kaf[]l`]km[[]kkg^Yfgj_YfarYlagf\]h]f\kgf
l`]ajkYlak^Y[lagf&
– Kmhhda]jkYf\\akljaZmlgjk2[geemfa[Ylagfoal`l`]eemklZ]Yk^dm]flYf\[d]YjYkhgk%
kaZd]$Ykl`akoadd]f[gmjY_]ljmklj]dYlagfk`ahkafgj\]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]Yafo`a[`
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$afn]k%
lgjk&&& Yf\ l`] aeY_] o] g^^]j ak
n]jq aehgjlYfl3 l`ak ak l`] j]Ykgf
o`q]n]jqgf]afngdn]\afl`]nakal
hjg[]kk k`gmd\ ^gddgo l`] kYe]
jmd]kg^[gmjl]kq&
 Reception2 l`] [gehYfq emkl
`Yn] Y jgge o`]j] h]ghd] [Yf
oYal[ge^gjlYZdq&AlakaehgjlYfl
lg k[`]\md] nakalk Yf\ lg Ynga\
l`Yl$^gj]pYehd]$log[geh]la%
lgjke]]lYlgmjg^^a[]k&
 Identification2 a^ l`] nakalgj ak
mfcfgof lg l`] [gehYfq$ l`]
h]jkgfo`go]d[ge]k`aegj`]j
emkl afljg\m[] `ae gj `]jk]d^
Z]^gj]`Yf\&L`]f`]gjk`]oadd
]phdYaf l`] hjg[]\mj] \mjaf_
l`]nakal&
 Management2l`]nakalemklZ]
hdYff]\afY\nYf[]$kgl`Ylgmj
_m]kl \g]kfÍl oYkl] lae]& O]
emkl lYc] `a]jYj[`q aflg Y[[g%
mfl kg$ l`Yl$ ^gj ]pYehd]$ l`]
[gee]j[aYdeYfY_]jg^Y^ajeak
fglo]d[ge]\ZqY\]hYjle]fl
YkkaklYfl$ZmlZqkge]gf]g^l`]
kYe]`a]jYj[`a[Ydhgkalagf&
 Farewell2l`]kYe]h]jkgfo`g
`Yk k]jn]\ l`jgm_`gml l`] nakal
emkllYc]l`]_m]kllgl`]]pal&
5. Financial institutions. O`]l`]j l`]q Yj] ZYfck gj gl`]j ]flala]k$ l`] aeY_] g^ ^afYf[aYd
klj]f_l`gjo]Ycf]kkg^l`]gj_YfarYlagf\]h]f\kgfl`]_gg\j]dYlagfk`ahl`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$gfdaf][geemfala]kYf\kggf&L`]q`]dhZmad\l`]
aeY_]g^l`]gj_YfarYlagf&
L`]gj_YfarYlagf]klYZdak`]koa[`ahmZda[aloYflklg[geemfa[Yl]oal`$o`]fYf\Ydkgo`Yl
akl`]hmjhgk]g^l`ak[geemfa[Ylagf&
Gf[] al `Yk \][a\]\ l`ak$ al emkl ^af\ l`] egkl YhhjghjaYl] [`Yff]dk Yf\ kljYl]_a]k ^gj
[geemfa[YlagfYf\$l`mk$^gjY[`a]naf_alk_gYdk&
Fgo$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]]hjYhhgjloal`alkhmZda[$Yko]ddYkYhgkalan][gjhgjYl]aeY_]&
A. Characteristics of PR
O`]faehd]e]flaf_hmZda[j]dYlagfk$l`]qemkl2
 Be proactive.Gf]g^l`]ajeYafeakkagfkaklg\]l][llj]f\kg^hmZda[ghafagfYf\Yfla[ahYl]
im]klagfkgj[gee]flk&L`mk$l`]gj_YfarYlagfYkkme]kYjgd]YkYkgmj[]g^af^gjeYlagf&
 Act individually.9ko]`Yn]k]]f$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
A^o]oYfll`]HJY[lagfkl`Ylo]\]n]dghlgZ]Ykm[[]kkYf\Y[`a]n]l`]\]kaj]\_gYdk$o]
emkl^gddgo[]jlYafkl]hk$o`a[`eYc]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
oal`afl`][gehYfqgjfgl`Ynaf_[gddYZgjYl]\afl`]dYklZdgg\\gfYlagf[YehYa_fk&
 <]^af]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 o`a[` Y[lagfk oadd Z] _jgmf\]\$
kh][a^a[Yddq2
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

L`]_gYdko]oYfllgY[`a]n]&
L`][mjj]flkalmYlagfl`Yl`]dhkgjhj]n]flkmk^jgej]Y[`af_gmj_gYd&
GmjlYj_]lhmZda[Yf\o`Ylo]oYfllgY[`a]n]^jge]Y[`gf]g^l`]e&
L`]Y[lagfkl`YlZ]klkmal]Y[`hmZda[&L`]e]Yfko]`Yn]Yf\o`a[`gf]ko]oaddmk]lg
aehd]e]fll`gk]Y[lagfk&
 L`]\mjYlagfg^gmjY[lagfkYf\l`]_]g_jYh`a[Yj]Yl`Yll`]qoadd[gn]j&
 L`]`meYfYf\^afYf[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\[gfljgddaf_]ph]fk]k$kgl`Ylo]\gfÍl]p[]]\
l`]Zm\_]l&
4. Assessment of the results. L`akkl]hakg^l]f^gj_gll]fafkge]hdYffaf_$]n]fl`gm_`al
akYkaehgjlYflYkl`]gl`]jk$kaf[]alYddgokmklga\]fla^qo`]l`]jo]`Yn]Y[`a]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
\]^af]\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^^a[mdla]k$o][Yf]klYZdak`kge]basic actionsg^HJ\]h]f\af_gfl`]
hmZda[o]Y\\j]kk&L`mk2
General public
 Khgfkgjk`ahg^eYkkan]
]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\]p`aZalagfk
Public administrations
 Khgfkgjk`ahg^]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]flkafo`a[`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&
L`ak \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
l`ak]f\l`]qemkl[gfka\]jl`Yl2
 Af\ana\mYdk`Yn]Z][ge]hgo]j%
^mdljYfkeall]jkg^af^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
 Khgfkgjk`ahg^]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$K&9&$o`a[`eYfm^Y[lmj]k`a_`%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\]jl`ak
]klYZdak`e]flYkYl`j]Yllgl`]ajZmkaf]kk&
O`YlhmZda[j]dYlagfk[YfLY\Yea$K&9&h]j^gjelgY[`a]n]Y
_gg\aeY_]Yegf_;YlYh]jZ]khghmdYlagf7
Solution:
Before construction:
 <mjaf_l`][gfkljm[lagfogjckg^l`]^Y[lgjq$l`][gehYfq
eYqe]]loal`hmZda[Yml`gjala]kaf;YlYh]jZ]klgk`go
l`]e^ajkll`]hjgb][lg^l`]f]ohdYfl&
 H]j^gjeY"^gmf\Ylagfklgf]"]n]fl$afo`a[`YfYml`gjalq
dYqkl`]kqeZgda[^ajklklgf]g^l`]^Y[lgjq&KmZk]im]fldq$
l`]j]oaddZ]Ydmf[`]gfoal`dg[Yde]\aYlgafljg\m[]l`]
hjgb][l&<mjaf_l`akdmf[`$Yhj]kkcaloal`af^gjeYlagfoadd
Z]hjgna\]\lgdg[Yde]\aY$o`a[`oadd[gflYafaf^gjeYlagf
YZgmll`][gehYfq `aklgjq$]phYfkagf$fmeZ]jg^]ehdg%
q]]k$lmjfgn]j$]l[&!&
AloaddYdkgaf[dm\]af^gjeYlagfgfl`]Z]f]^alkl`Yll`]]klY%
Zdak`e]flg^^Y[lgja]kdac]l`ak`YkZjgm_`llggl`]jlgofkaf
l`]Yj]Yj]_Yj\af_l`][j]Ylagfg^af^jYkljm[lmj]k$l`]af[j]Yk]
g^ g[[mhYlagf Yf\ l`] _jgol` g^ l`] j]_agf Yk Y j]kmdl g^
l`]]klYZdak`e]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$l`akYml`gjalq[gmd\Z]
l`]hj]ka\]flg^l`]J]_agfYd?gn]jfe]fl!&
 Af[dm\]d]akmj]]n]flkafo`a[`l`]lgofaf`YZalYflk[Yf
hYjla[ahYl]&
Day to day:
 Gf[]l`]^Y[lgjqakgh]jYlaf_fgjeYddq$alak`a_`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\]^a[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\l`af_kYj]Y\n]jlak]\ l`]j]Yj]kge]]p[]hlagfkkm[`YkljY^^a[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[`a]n]\oadd\]h]f\gfl`]lqh]g^Y\n]jlak]j[gf[]j%
f]\$Yk[dYkka^a]\Z]dgo&
 Companies
1. Business goals:
– Afljg\m[]Yf]ohjg\m[l&
– Af[j]Yk]kYd]k&
– Hj]k]flYhjgeglagf&>gj]pYehd]2"Bmkll`akegfl`$qgm_]lY*(af[j]Yk]af
*%dal]jZglld]k"&
– J]hgjlY\a^^]j]fl[gfkmehlagf`YZal&>gj]pYehd]2`Ynaf_[]j]Ydk^gj\aff]j$
afkl]Y\g^bmkl^gjZj]Yc^Ykl&
– HmZda[ar]kh][a^a[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]$mkaf_hgkl]jkgjka_fklghdY[]afl`]ajgof
]klYZdak`e]flk&
2. Institutional goals:
– ;j]Yl]$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
[Yf^af\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[`a]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\gl`ak$\a^^]j]flkljYl]_a]kYj]h]j^gje]\$km[`Ykmkaf_Y^YeadaYj
lmf]$Y[]d]Zjalq$Y^mffqkalmYlagf&&&
4th Cause action in the potential customer
9[`a]naf_l`akdYklklY_]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]flkafo`a[`
kge] [gehgf]flk Yj] egj] ae%
hgjlYfll`Yfgl`]jk&
;`][cgmll`ak[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]$YfY\n]jlak]e]flg^Yf]oeadcoal`ge]_Y%+^Yllq
Y[a\k$afo`a[`alakklYl]\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]$Y[Yj[YehYa_fmkaf_
l`akkdg_Yf2"Qgm[Yffgldan]oal`gmlal"&
– Unconscious persuasion2 al ak Y eap g^ afklaf[lk$ 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"L`ak[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\]\lg`aj]&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$gjZgl`&>gj]pYehd]$a^o]
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]kl`ak
e]\ameYf\\]l]jeaf]a^l`akYm\a]f[]akl`]kYe]YkgmjlYj_]lYm\a]f[]&O]oadd[`ggk]
l`]e]\aYl`YlgmjlYj_]lYm\a]f[]mk]k&
 Available budget. L`akakl`]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 l`ak
[YehYa_f&
Solution:
1. A\]fla^a[Ylagfg^alkhmZda[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
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4. Communication on a crisis
Important
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4.1. Dealing with a crisis
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4.2. Principles of crisis communication
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jmegmjkYf\d]Yck&
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61
3
Communication within the company
Case study 6. Communication plan in a crisis situation
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62
Communication within the company
3
5. Communication networks
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63
3
Communication within the company
5.2. Informal communication networks
Important
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k]fk]g^afl]_jYlagf&:mll`]\gof%
ka\]akl`Yll`]k]f]logjckYj]l`]
h]j^][l kmhhgjl lg l`] ljYfkea%
kkagf g^ afY[[mjYl] af^gjeYlagf
Yf\jmegmjk&
Watch out!
L`]gfdqoYqlgYnga\l`][j]Ylagf
g^ jmegmjk ak lg mk] hj]n]flagf$
cfgoaf_ l`] ogjcaf_ g^ af^gjeYd
f]logjck g^ [geemfa[Ylagf Yf\
Yfla[ahYlaf_ l`] ]e]j_]f[] g^
mf[gfljgdd]\af^gjeYlagf&
A^ Y [gehYfq ak _gaf_ lg eYc] Y
^afYf[aYd[`Yf_]l`Ylafngdn]kY\]%
dYqafl`]hYqe]flg^l`]f]plhYq
kdah$l`]ja_`ll`af_lg\gaklgk]f\
Yf]%eYadlgYdd]ehdgq]]kYkkggf
YkhgkkaZd]$af^gjeaf_l`]eg^l`]
j]Ykgfk^gjl`]\]dYq&
B. The rumour
L`]rumourakl`]mfg^^a[aYdkhj]Y\g^af^gjeYlagfl`jgm_`af^gjeYdf]logjckg^l`][gehYfq&
L`]af^gjeYlagfl`Yl`YkZ]]fkhj]Y\l`jgm_`YjmegmjeYqfglf][]kkYjadqZ][gehd]l]dq
^Ydk]&L`]^Y[lg^[gflYafaf_Yljm]_jgmf\eYc]kal[j]\aZd]&
L`]k]lld]e]flg^YjmegmjeYq`Yhh]f^gjtwo reasons:
 L`]f]]\^gj`meYfZ]af_klgcfgoo`Yl`Yhh]fkafl`]aj]fnajgfe]fl&
 L`]dY[cg^^gjeYdaf^gjeYlagf&
Jmegmjkj]khgf\lgYkalmYlagfg^Yfpa]lqafo`a[`$afY_an]f[aj[meklYf[]$l`]gj_YfarYlagf
`Ykfglg^^]j]\Yfqaf^gjeYlagfgjYld]Yklfgl]fgm_`&
L`]process^gddgo]\ZqYjmegmjak2
1st: Birth. 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]$Y^l]jdgkaf_l`]imYdalqg^fgn]dlq$al^afYddq\akYhh]Yjk&
;gfljYjqlgo`YlqgmeYql`afc$gj_YfarYlagfkeYqmk]jmegmj[`Yff]dklgkhj]Y\af^gjeY%
lagfl`Ylak^YngmjYZd]^gjal&L`akaehda]kl`Yll`][gehYfq`YkY\]]hmf\]jklYf\af_g^l`]
]paklaf_af^gjeYdf]logjckoal`afl`]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) EYjŠYYf\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^ŠY
ogjckafl`]dg_akla[k\]hYjle]fl&L`]qYj]Zgl`e]e%
Z]jkg^l`]`acaf_[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†$o`gakl`]h]jkgfl`]qmkmYddq\ak[mkkl`]aj[gf%
[]jfkoal`&
Communication within the company
3
6. Communication as a source
of behaviours
L`jgm_`gmll`akmfalo]`Yn]k]]f`gol`][gehYfq[geemfa[Yl]k$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 satisfactiong^e]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[Ylagfoal`afl`][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\k`akgj`]jgofafl]j]klkoal`gmlYllY[caf_l`]afl]jdg[mlgj$Zml]f[gmjY_]k`ae
gj`]jlgk`Yj]`akgj`]jgof&L`akYllalm\]oaddeYc]l`]j][aha]fl^]]daf[dm\]\Yf\j]k%
h][l]\$Yf\`akgj`]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&L`akZ]`Ynagmjd]Y\klgYfaee]\aYl]j]b][lagfZql`]j][]an]j&
Table 3.5. ;geegfZ]`Ynagmjkafafl]jfYd[geemfa[Ylagfoal`afl`][gehYfq&
L`]Z]klYhhjgY[`lgY[`a]n]l`]Z]klj]kmdlkakl`]Ykk]jlan]Z]`Ynagmj&O`]f[geemfa[Y%
lagfakhj]nagmkdq]klYZdak`]\l`akoYq$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_
`aegj`]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]oal`aehjgn]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[gf^ajea^o]`Yn]mf\]jklgg\
]n]jql`af_[gjj][ldq&L`akYddgok\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
oal`afl`][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$g^[gmjk]"&
L`]qe]]lYf\l`][gfn]jkYlagf_g]kYk^gddgok2
EYfm]dY2"Afl`akk][lagf$kYd]k^a_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`]]phgjl^a_mj]k^jgel`ak
k][lagf$l`akako`ql`]^a_mj]k\gfÍleYl[`"&
EYfm]dY2"AlÍkljm]$sorry, I forgot gmj\][akagfYZgmll`akakkm]&
:mlafl`Yl[Yk]Al`afcl`Ylalogmd\Z]appropriatelgaf\a[Yl]
l`Yl^gj]a_fkYd]kYj]fglaf[dm\]\Yll`]]f\g^l`]lYZd]$don’t
you think?"&
BmYf2"Q]k$Al`afcaloaddZ]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&Afl`akkalmYlagf$`]\][a\]k
lgZjaf_l`]`]Y\kg^\]hYjle]flklg_]l`]jlg^af\kgdmlagfk$
o`a[`oaddZ][gdd][l]\afYfY[lagfhdYfYf\aehd]e]fl]\af
l`]^gddgoaf_kapegfl`k&
>afYf[aYdeYfY_]j
L`akeYfY_]jYj_m]kl`Yll`][gehYfqemklkh]f\d]kkafgj\]j
lg[gh]oal`l`]kYd]k\jgh&
@meYfJ]kgmj[]k
eYfY_]j
L`akeYfY_]jYj_m]kf]]\klgaehjgn]l`]ljYafaf_g^alkkYd]k
ogjc^gj[]kgl`Yll`]q[Yfd]Yjf`golgk]ddegj]&
;gee]j[aYdeYfY_]j
L`akeYfY_]jYj_m]kl`Yll`][gehYfqf]]\klg`aj]egj]kYd]k
Y_]flklgj]Y[`Yj]Yko`]j]l`]qYj]fglk]ddaf_ja_`lfgo&
EYjc]laf_eYfY_]j
L`akeYfY_]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. O`a[` 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]\]^af]\afY\nYf[]&
10. A^ o] lYdc YZgml [jakak [geemfa[Ylagf$ o`a[` 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]jql`af_^jge]ehdgq]]kmflad
l`]dYkleafml]&
b) Al[YfdYkl^gj]n]j&
c) L`]e]\aYemklZ][Ydd]\]n]fa^o]\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_Ylo`a[`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\[dgkmj]&
7. O`a[`g^l`]k]klYl]e]flkakaf[gjj][l7
a) L`] km[[]kk g^ Yf gj_YfarYlagf \]h]f\k gf [mklge]j
kYlak^Y[lagf&
68
b) L`]^gddgo]jkg^YZdg_Yj]Ylqh]g^[geemfalqhmZda[&
11. O`a[`g^l`]k]f]logjckakaf^gjeYd7
a) EYjŠY$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\afYlgjkg^ogjckYf\
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``akkmh]jagj$Bmdag$YZgmll`]Z]kl
oYqlgkgdn]YhjgZd]eoal`l`]k]jn]j&
12. O`a[`g^l`]^gddgoaf_Yj]l`]egkl[geegfZ]`Ynagmjk
j]dYl]\lg[geemfa[Ylagfoal`afl`]gj_YfarYlagf7
a) HYkkan]$Y__j]kkan]$Ykk]jlan]Yf\k]fkalan]&
b) 9__j]kkan]$hYkkan]$Y^^ajeYlan]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^^a[]&
b) Dmak$`]Y\g^kYd]k\]hYjle]fl$h`gf]kYhjgna\]j&
c) =d]fY$l`]klY^^eYfY_]j$hgklkYfgla[]afl`]Zmdd]laf
ZgYj\oal`l`]`gda\Yqk`a^lkg^l`]]ehdgq]]k&
d) 9d]bYf\jg$ Yf ]ehdgq]]$ ^jgofk Z][Ymk] `] \akY_j]]k
oal`l`]k`a^lkk]lZq=d]fY&
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k`a^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]\
afl`akmfal7
4. O`Ylak`gjargflYd[geemfa[Ylagf7
5. FYe]]pYehd]kg^Zgllge%mhYf\lgh%\gof[geemfa[Y%
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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. O`a[` 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]g^ojall]f[geemfa[Ylagf&
b) ?]klmj]keYqhjgna\]af^gjeYlagfYZgmll`][`YjY[l]j
g^Yh]jkgfYf\YdoYqkkmhhgjlo`YlakkYa\afogj\k&
c) >gjeYd[geemfa[Ylagfg[[mjkoal`afl`]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. O`a[`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^^afalq j]dYlagfk`ahk 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]`akZ]`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]\]^af]\`ak[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\`ah%`gh&
d) L`]eYjc]laf_\aj][lgjg^Y[gehYfqg^[d]Yfaf_hjg%
\m[lkhj]k]flkl`]f]ohY[cY_af_lgkmhhda]jk$o`a[`
`Yn] Y _j]Yl]j [YhY[alq Yf\ Yf ]j_gfgea[ `Yf\d] ^gj
Z]ll]j_jah&
13. O`a[`g^l`]^gddgoaf__jgmhkaf[dm\]kl`]]pl]jfYdhmZda[
g^l`][gehYfqIm]kalgk:m]fgk$K&9&7
a) L`]kmh]jeYjc]l[`Yaf;GEHJ9:9J9LG&
b) L`]e]eZ]jkg^l`][ggcaf_j][ah]k^gjmek&
c) ;mjj]fl[gfkme]jkg^Im]kalgk:m]fgk$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$o`a[`k]ddkeadclg
Im]kalgk:m]fgk$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) HmZdak`af_affYlagfYdhj]kkY\ak[gmfl[gmhgf^gjl`]
hmj[`Yk]g^eYllj]kk]kg^l`][gehYfq=d;gf^gjlŠf&
14. O`YlYj]l`]^]Ylmj]kg^HJY[lagfk7
f) HmZdak`af_[ggcaf_j][ah]kkmZeall]\Zq[mklge]jkgf
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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) L`ak hdYf oadd `Yn] Yf afn]kle]fl g^ * g^ lmjfgn]j
^jgel`]kYd]g^l`]daf]kg^k[`ggdYf\g^^a[]kmhhda]k&
17. O`YlYj]l`]gZb][lan]kg^l`]k]Y[lagfk7O`Ylcaf\g^
Y\n]jlak]jakZ]`af\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]
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[gmfljq&
c) 9e]kkY_]Yll`]Z]_affaf_g^l`]<N<l`Yll]ddkqgm
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hjakgf"&
d) Fgf]g^l`]klYlagf]jqhjg\m[lk[gehYfa]k[mjj]fldq
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d) 9ZYfcY\l`Ylj]Y\k2":jaf_qgmjegjl_Y_]&D]lÍklYdc
Yf\qgmÍdd_]lY[g^^]]eY[`af]".
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[Yjja]kgmlYj]k]Yj[`g^ZjYf\YoYj]f]kk$o`a[`k`gok
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[j]Yk]\Zq)(&
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a) ;YehYa_f^gjl`]j]khgfkaZd]mk]g^e]\a[af]k&
e) 9hgkl]jgfl`]kg\YYakd]afl`]kmh]jeYjc]ll`YlkYqk2
"H]hY[gdYak`]j]&BmkllYc]al"&
f) NY[[afYlagf[YehYa_fY_Yafklaf^dm]frY&
18. O`Ylkl]hkk`gmd\Z]^gddgo]\af[jakak[geemfa[Ylagf
Yf\o`q7
g) L`][gehYfqH9H=DE9P$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) EYjŠY$BmYf$9dZ]jlgYf\FmjaY`Yn]eY\]Yj]hgjl^gj
i) L`][gehYfqH9H=DE9P$K&9&oYflklgZ]a\]fla^a]\Yk
l`][gee]j[aYdeYfY_]jg^l`]gj_YfarYlagf&EYjŠYl]ddk
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j) L`][gehYfq$Ydgf_oal`l`]F?Gk[gf[]jf]\$[YddY
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af^gjeYlagfl`]qf]]\&
k) L`]F?Gkk]fll`]f]okg^l`akhdYflgl`]aje]eZ]jk
b) BmYf:Ydd]kl]jYf\EYjagJg[YYj]l`]kYd]kYf\hmj[`Y%
l`jgm_`l`]ajmkmYd[geemfa[Ylagf[`Yff]dk&
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l) ;gfkme]jko`gYj]egj][geeall]\lg]fnajgfe]flYd
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danaf_afmjZYfYj]Yk&
16. O`a[`g^l`]^gddgoaf_Y[lagfkZ]dgf_lghmZda[j]dYlagfk
Yf\o`a[`Z]dgf_lgY\n]jlakaf_7
a) Khgfkgjaf_Ydg[Ydkg[[]jl]Ye&
c) Bgk]hakl`]hjgb][leYfY_]jafY[gehml]j[gehYfq&
O`]fl`]qklYjlYf]olYkc$`]\akljaZml]kl`]lYkck
Yegf_`ak^an]]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][lkg^af^gjeYdj]dY%
lagfk`ahkafl`]ogjchdY[]&
c) ;gddYZgjYlaf_oal`l`]J]\;jgkkafjYakaf_^mf\k^gjY
f]o[`ad\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]]fafl`akmfal7
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`] ^ajkl 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&Afl`akmfal
o]oaddklm\qthe language that supports the spoken language$o`a[`ak^gje]\Zql`]_]k%
lmj]k$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]$ l`ak 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$o`a[`Yj]fglgjYd2
Verbal
Non-verbal
Oral
Khgc]fdYf_mY_]
HYjYdYf_mY_]
Non-oral
Ojall]fdYf_mY_]
:g\qdYf_mY_]Yf\hjgp]ea[k
Table 4.1. GjYdYf\fgf%gjYd[geemfa[Ylagfnk&n]jZYdYf\fgf%n]jZYd[geemfa[Ylagf&
1.1. Parties to non-verbal communication
L`]j]Yj]l`j]]eYafhYjlkl`Ylo][Yf[d]Yjdq\aklaf_mak`o`]fo]lYdcYZgmll`aklqh]g^
[geemfa[Ylagf2
a) L`Yl^gje]\Zql`]gestures, hands, position, looks$]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[]kafo`a[`o]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
o`a[`o]Yj]&
=ceYf Yf\ >ja]k]f$ ]ph]jlk gf fgf%n]jZYd [geemfa[Ylagf *(l` []flmjq!$ a\]fla^a]\ 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[`af_qgmjegml`akj]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]lgl`ak_]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]kl`ak_]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$Ydl`gm_`gmjafl]jdg[mlgjakfgloYl[`af_mk&
Gfl`]gl`]j`Yf\$a^o][jgkkYjekafY[gfn]jkYlagf$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$o`]fal
oYkZ]da]n]\l`YleYcaf_l`]ka_f
g^l`][jgkk[gmd\hj]n]flZY\dm[c
Yf\lYc]]nadaf^dm]f[]kYoYq&
C. Encoding
=f[g\af_ j]dYlagfZ]lo]]fl`]ka_fYf\alke]Yfaf_!g^fgf%n]jZYdY[lkeYqZ]2
 Arbitrary2 o`]f l`] fgf%n]jZYd Y[l `Yk fgl`af_ lg \g oal` l`] e]Yfaf_ g^ l`Yl Y[l&
>gj]pYehd]$[jgkkaf_^af_]jkoak`af_dm[c >a_&,&*!&
 Iconic2o`]fl`]fgf%n]jZYdY[lakj]dYl]\lgalke]Yfaf_&>gj]pYehd]$jYakaf_Y^aklYkY
l`j]YllgZ]Ylkge]gf]&
1.3. Types of non-verbal acts
Fgf%n]jZYdY[lk[YfZ][dYkka^a]\aflg^gmj[Yl]_gja]k2]eZd]ek$addmkljYlgjk$j]_mdYlgjkYf\
Y\Yhlgjk&
Fig. 4.2. Afgmj[mdlmj]o][jgkk^af_]jk
oak`af_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`]^aklafl`]aeY_]&O`Yl[gmd\Z]l`]e]Yfaf_g^l`ak]eZd]e7
Solution2
L`ak]eZd]eeYqj]^]jlg2
a) L`]kar]g^kge]l`af_ Ykafl`]KhYfak`]phj]kkagf"\][ajn]j\Y\]k[geghmŽgk"!&
b) 9kh][a^a[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`Ylqgml`afcl`]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]$l`gk]_]klmj]k
gj]phj]kkagfklgaf\a[Yl]gmjafl]jdg[mlgjl`Ylalak`akgj`]jlmjf$l`Yl`]gjk`][Yf[Yjjqgf
kh]Ycaf_ >a_&,&,!$l`Ylo]oYfl`aegj`]jlgj]h]Ylkge]l`af_$l`Ylo]`Yn]fglmf\]jklgg\
kge]l`af_$l`Ylo]oYfl`aegj`]jlgkdgo\gofgjlghYqYll]flagf$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^l`ak_]klmj]oal`l`]af\]p
^af_]jhgaflklgYh]jkgfYl]q]d]n]d$al
e]Yfkl`Ylo]Yj]Ykcaf_l`Ylh]jkgflg
_an]mkYfYfko]jafY[gfn]jkYlagfgj
l`Ylalak`akgj`]jlmjf&
>mjl`]jegj]$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_
qgml`afcl`akj]_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]`Yk^abY\g]fdY]phj]kafnonverbal communication7 =d _maf
]k mfY ^gjeY emq [ge”f \] ^gj%
eYj Y\b]langk [gehm]klgk ]f
af_d†k&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]l`af_ 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
l`akeYfakmkaf_7O`Ylcaf\g^Y\Yhlgj
akal7
74
Fig. 4.5. Lgm[`af_qgmjdahYf\[`af
akYkmZkakl]f[]Y\Yhlgj]phj]kkaf_
af\][akagf&
Non-verbal communication
4
2. Factors related to non-verbal language
Oal`af fgf%n]jZYd [geemfa[Ylagf$ af Y\\alagf lg l`] _]klmj]k l`Yl o] `Yn] [dYkka^a]\ Yf\
YfYdqk]\kg^Yj$l`]j]Yj][]jlYaf^Y[lgjko`a[`$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 l`afc 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]
[dYkka^a]\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]$kad]f[]kYf\laeZj]k `a_`$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$o]mk]Y[]jlYaflgf]Yf\laeZj]g^nga[]$Y`a_`]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[`Yk`akgj
`]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`qg^e]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$eg[c]jq&
L`]voice tone,o`a[`[YfZ]eg\mdYl]\Zql`]kljYafg^l`]ng[Yd[gj\k$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\[gf^a\]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]l`akh]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][a^a[ ]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^%[gf^a\]f[]gj[gfljgdg^YkalmYlagf&
D. Silences
Silences Yj] pauses eY\] af n]jZYd [geemfa[Ylagf& Kge]lae]k$ o] f]]\ fgl lg kYq kge]
l`af_kkgl`Ylo][Yf]phj]kkgl`]jl`af_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 o`a[`Yj]Ykh][aYd^gjeg^kad]f[]!Yj]\]]hkZj]Yl`k^gddgo]\ZqYm\aZd]]phajYlagfk
lg]phj]kk_ja]^$j]da]^$laj]\f]kk$\]kaj]$Yf\kggf&
E. Timbre
L`] voice timbre ak l`] register l`Yl Yddgok mk lg \aklaf_mak` Y h]jkgf aee]\aYl]dq& >gj
]pYehd]$a^o]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$e]\ame%dgo$`a_`gjn]jq`a_`&
Do you know that...?
A^kge]gf]mk]kYZgn]*((ogj\k
h]j eafml]$ o] kYq l`Yl l`ak 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 l`ak 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]l`af_af[dYkk&Klm\]flkc]]hgflYdcaf_Yf\l`]f$l`]
l]Y[`]j\][a\]klgj]eYafkad]fl&
b) 9^l]j]phdYafaf_kge]l`af_$l`]l]Y[`]jakkad]fl&
5. Ljql`ak]ph]jae]fl2j][gj\qgmjgofnga[]Yf\dakl]flgalYl`ge]dYl]j&Akal`Yj\^gj
qgmlgj][g_far]l`Ylnga[]7AfY\\alagf$qgm[Yfmk]l`ak]ph]jae]fllg[gmfl`go
eYfqogj\kh]jeafml]qgmkYqYf\lg[`][ca^alakY_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\o`akl]dd
^Yl`]jg^eg\]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]`a[d]&
O`]f[gfka\]jaf_l`]k]^Y[lgjkYkkg[aYl]\oal`
Z]`Ynagmj$caf]ka[kmkmYddq[dYkka^a]kl`]eYk2
a)Gestures and positions. Af l`] gestures o]
YfYdqk] l`] egn]e]flk g^ l`] ^Y[]$ `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]l`af_
gj YZgml kge]gf]& >gj ]pYehd]$ af gmj \Yadq
j]dYlagfk`ahk$ 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]l`af_gjkaehdql`Ylo]Yj][gd\&
b)Eyes. O]klYl]gmjhj]k]f[]lggl`]jkoal`gmjdggck&L`akako`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]plafo`a[`o]Yj]&
c) Body contact.H`qka[Yd[gflY[lafngdn]kl`]]klYZdak`e]flg^Yh`qka[Ydj]dYlagfk`ahZ]l%
o]]floggjegj]h]ghd]&L`jgm_`al$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[]$Yf\egj]kh][a^a[Yddq$l`jgm_`l`]_]klmj]ko]eYc]oal`al$o]ljYfkeal
dYj_]Yegmflkg^af^gjeYlagf$]kh][aYddql`jgm_`l`]eyesYf\mouth$o`a[`]phj]kk^]]daf_k
gjYllalm\]kg^l`]k]f\]j&
Do you know that...?
9[[gj\af_ lg j]k]Yj[`$ Y f]oZgjf
[`ad\ ak YZd] lg eaea[ l`] ]phj]%
kkagfkg^kmjhjak]Yf\bgqg^Y^Y[]
l`Ylakcfgoflg`aegj`]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$o`Ylakl`]e]Yfaf_g^dgo]jaf_gf]Ík`]Y\af
^jgflg^kge]gf]7
77
4
Non-verbal communication
Examples
J]Y\ l`ak [mjagmk l]pl j]dYl]\ lg
l]]l` kead]$ l`jgm_` o`a[` 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$fgl`af_[gmd\klgh`]j&
Gf] egjfaf_$ =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\]fla^a]\&
@]j bgZ eYl]k o]j] Y[[mklge]\
lg `]Yj l`Yl dYm_`$ Zml l`ak lae]
al oYk dgm\]j l`Yf fgjeYd& =dakY
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L`] j]k]Yj[` [Yjja]\ gml Zq =ceYf [gf[dm\]\ l`Yl l`]j] Yj]seven basic emotions g^ l`]
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afk][mjalq >a_&,&/&Y!&
– High intensity:alakfgjeYddqmk]\lg_j]]lkljYf_]jk&AlljYfkealk[gf^a\]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]ljmklgja^o]Yj]]pljgn]jl&L`akkead]akl`]jgY\lg
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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
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stare eajYj ^abYe]fl]!$ to glance
gto glimpse eajYjZj]n]e]fl]!g
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gl`]jh]jkgf&
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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^`akgj`]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$a^l`akh]jkgfakklgghaf_$l`ak
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
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^]]lYjgmf\alkd]_k!&
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L`] aeY_] k`gok `go l`] k]f%
\]j eYaflYafk Y hgkalagf g^ [dgk]%
f]kk&E]Yfo`ad]$l`]`Yf\kg^l`]
j][]an]j^gjeYhgafl]\Yj[`$o`a[`
]phj]kkj]khgfkan]f]kkYf\Yll]f%
lagflgl`]k]f\]j$Yko]ddYk[gf%
^a\]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&
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b)Body moves
O`]flogh]ghd]k`Yj]l`]kYe]hgaflg^na]o$l`]aj^mf\Ye]flYdhgkalagfkYj]Ydkgk`Y%
j]\2l`akako`Ylo][Yddecho positions.L`YlaklgkYq$h]ghd]o`gk`Yj]l`]kYe]ghafagf
gfYkh][a^a[lgha[lYc]kaeadYjhgkalagfk$Yf\o`]fgf]g^l`]e[`Yf_]k`akgj`]jeaf\$`]
gjk`]oaddhjgZYZdqakkm]YhgklmjYdka_fYd$j]YjjYf_af_l`]Zg\qhgkalagf&A^o]hYqYll]f%
lagflgl`ak\]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$o`a[``a_`da_`lkl`]^Y[ll`Yll`]aj^ja]f\k`ah\g]kfgl[`Yf_]
]n]fl`gm_`l`]q`Yn]\a^^]j]flghafagfk&
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79
4
Non-verbal communication
AfY[gfl]plafo`a[`o]Yj]afY_jgmhg^l`j]]gjegj]h]ghd]$o]oaddmkmYddq\ana\]l`]
gja]flYlagf g^ gmj Zg\a]k& L`ak oYq$ ]Y[` h]jkgf oadd hdY[] l`] lgh g^ `ak Zg\q ^Y[af_ gf]
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a^logh]ghd]klYf\]flaj]dq^Y[af_]Y[`gl`]j$l`]l`aj\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^
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D. Gestures
Fig. 4.8. O`Yl\go]e]YfZql`ak
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L`][mdlmj]gjkg[a]lqafo`a[`o]dan]eYqY^^][ll`aklqh]g^[geemfa[YlagfYf\$bmklYkl`]
kh]][`ak\a^^]j]fl$_]klmj]k`Yn]\a^^]j]fle]Yfaf_k\]h]f\af_gf[gfl]pl&
>gj]pYehd]$afl`]M&K&$l`]_]klmj]oal`l`]l`meZmh >a_&,&0!e]Yfkl`Ylqgm\a\Y_gg\
bgZ$ l`Yl ]n]jql`af_ ak ^af] gj l`Yl kge]l`af_ ak ja_`l3 af ?j]][]$ `go]n]j$ l`ak _]klmj] ak
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 JmZZaf_Yf]q]oal`l`]`Yf\&
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af^gjeYlagfgfl`]lqh]g^j]dYlagfk`ahl`YlZgl`h]ghd]afngdn]\`Yn]`Y\$`Yn]gj]ph][l
lg`Yn]afl`]^mlmj]&L`mk$l`]`Yf\k`Yc]akhYjlg^o`YlakcfgofYkka_fkg^kg[aYdla]k$Y
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hjg[]kk$af^gjeYlagfakljYfkeall]\afkap\a^^]j]floYqk2
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– @Yf\kl]plmj]2YZgmlogjcY[lanalq&
– <jqf]kkgjegaklmj]2YZgmlZ]af_f]jngmk&
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Non-verbal communication
4
 Hand movements.Gf]g^l`]egklka_fa^a[Yfl_]klmj]koal``Yf\kaklgk`gol`]hYdek&
L`ak _]klmj] ak Ykkg[aYl]\ oal` ljml`$ `gf]klq Yf\ dgqYdlq& O`]f kge]gf] oYflk lg Z]
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kaf]kk$l`]j]Yj]l`j]]egn]e]flkoal`l`]hYdekg^l`]`Yf\kl`Yl`Yn]\a^^]j]fle]Yfaf_k2
– A^ o] k`go l`] hYdek mh o`ad] _anaf_ Yf gj\]j$ l`] h]jkgf j][]anaf_ al oadd fgl ^]]d
hj]kkmj]\gjl`j]Yl]f]\&Alaf\a[Yl]koaddaf_f]kk&
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 Gestures with both hands. L`]j]Yj]^gmjeYaflqh]k2
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– L`meZk[gflY[l2alakmk]\lgljYfkeal\geafYf[]Yf\kmh]jagjalq&
Activities
7. A\]fla^ql`]e]Yfaf_l`Yl]Y[`g^l`]ha[lmj]kZ]dgoeYq`Yn]2
a)
b)
c)
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2.3. Proxemics
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Z]dgf_klgmkYf\l`Yl$YhYjl^jgeaflaeYl]ege]flk$o]\gfÍloYflYfqgf]lghYkkl`jgm_`&
Proxemics gjkhYlaYdhjgpaealq!akl`]\ak[ahdaf]l`Ylklm\a]kl`]khY[]Yf\\aklYf[]l`Yl
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L`ak\aklYf[]\]h]f\kgfk]n]jYdfactors2
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j]dYlagfak$l`][dgk]jl`]qYj]&
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Z]Za__]jl`Yfo`]falakY^ja]f\dqe]]laf_&
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 Age& Qgmf_ h]ghd] l]f\ lg Z] [dgk]j l`Yf l`] ]d\]jdq$ ]p[]hl o`]f l`]q ]f_Y_] af
Y[gfn]jkYlagfoal`l`]e&
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9jYZ$E]\al]jjYf]YfYf\BYhYf]k]h]ghd]Yj][dgk]jlggl`]jkl`Yf9f_dg%KYpgfk$o`geYq
j]_Yj\YhhjgY[`YkYfafnYkagf$YkkYmdlgjoggaf_Yll]ehl3dac]oak]$l`gk]h]ghd]eYqh]j[]a%
n]9f_dg%KYpgfkYk[gd\Yf\\aklYfl&>gj]pYehd]$Fgjl`9e]ja[Yfkmk]Y\aklYf[]g^YZgml
/-[elglYdc&Af[gfljYkl$Fgjl`9^ja[YfkYj]kg[dgk]l`Yll`]qYdegkllgm[`]Y[`gl`]j&
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81
4
Non-verbal communication
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gj[dgk]^ja]f\k >a_&,&)(!&
 Personal distance ,-lg)*([e!&Alakl`]\aklYf[]o]c]]hoal`h]ghd]o]cfgo$l`Ylak
lg kYq$ af h]jkgfYd Zml fgl aflaeYl] e]]laf_k2 [gfn]jkYlagfk Z]lo]]f [g%ogjc]jk$
f]a_`Zgmjk$ ]l[& L`] \aklYf[] g^ l`] h]jkgfYd ZmZZd] g^ kge]gf] ^jge O]kl]jf [md%
lmj]k ak Z]lo]]f ,- Yf\ /- [e$ Zml af =Ykl]jf gj K[Yf\afYnaYf [mdlmj]k$ l`ak h]jkgfYd
\aklYf[]af[j]Yk]klgYhhjgpaeYl]dq)*([e&O`]fkge]gf]afnY\]kl`akYj]Y$o]ljqlg
k]hYjYl]mf[gfk[agmkdqlgc]]hYkY^]\aklYf[]&
Fig. 4.10. Gmj^ja]f\k`Yn]l`]hjanad]_]lg
afnY\]gmjaflaeYl]\aklYf[]&
Do you know that...?
L`] \aklYf[] Z]lo]]f l`] `ahk g^
log h]ghd] o`g Yj] cakkaf_ ]Y[`
gl`]jl]ddkmkl`]j]dYlagfk`ahZ]l%
o]]fl`]e&H]ghd]oal`gmlem[`
[gf^a\]f[]g^l]fd]Yn]Yeafaeme
\aklYf[]g^)-[e&
Watch out!
O`]f kge]gf] afnY\]k qgmj h]j%
kgfYdkhY[]lgaflaea\Yl]qgm$l`]
Z]kl l`af_ lg \g ak lg kl]h Yka\]$
afkl]Y\g^kl]hhaf_ZY[c&
 Social distance )*( lg +.( [e!& H`qka[Yd [gflY[l af l`ak Yj]Y ak Ydegkl aehgkkaZd]3
l`]j]^gj] al ak mk]\ ^gj ^gjeYd [gfn]jkYlagfk$ aeh]jkgfYd e]]laf_k gj oal` kljYf_]jk& Al
akl`]caf\g^\aklYf[]Z]lo]]feYfY_]jkYf\]ehdgq]]k&L`ak[YfZ]k]]fafl`]g^^a[]k
g^j]d]nYflhgkalagfkafl`][gehYfq$o`a[``Yn]\]kckl`YlYj]\]]h]fgm_`lgc]]hl`Yl
\aklYf[]&
 Public distance gn]j +.( [e!& L`ak \aklYf[] ak mk]\ ^gj kh]][`]k gj [gf^]j]f[]k Yf\
e]]laf_k$kaf[]al[gf^]jkhj]kla_]Yf\Yml`gjalq&>gj]pYehd]$l`akakl`]\aklYf[]Z]lo]]f
l`]hj]ka\]flYf\l`]k`Yj]`gd\]jkYl_]f]jYde]]laf_kg^ZYfckYf\Za_[gehYfa]k&
O`]f$ ^gj kge] j]Ykgf$ o] Yj] [dgk]j l`Yf mkmYd lg Y h]jkgf o] \gfÍl cfgo l`Yl em[`
^gj]pYehd]$afYf]d]nYlgj!$l`][gfn]jkYlagfoaddZ]daeal]\lg_j]]laf_$Yf\l`]fo]oadd
dggcYoYqhj]l]f\af_lg^g[mkgmjYll]flagfgf]n]jqkeYdd\]lYad&9kl`]Yegmflg^h]ghd]
afka\]l`]]d]nYlgj\][j]Yk]k$o]oaddegn]lg\akljaZml]l`]YnYadYZd]khY[]hjghgjlagfYddq&
Af^Y[l$o`]fgmjh]jkgfYdkhY[]akafnY\]\$o]l]f\lglYc]Ykl]hZY[clgYnga\j]\m[af_
l`ak\aklYf[]&Kge]lae]k$l`akafnYkagfakafl]f\]\lgaflaea\Yl]gjlgeYc]l`]afl]jdg[mlgj
f]jngmkYf\gZda_]`aegj`]jlgkl]hZY[cYf\$l`]j]^gj]$lgk`gosubmission&
Af_]f]jYd$o`]fo]\gfÍlcfgol`]gl`]jh]jkgf$o]\gfÍldac]gj\gfÍlljmkl`aegj`]j$gmj
khY[]akka_fa^a[Yfldq]phYf\]\&L`]j]^gj]$l`]\ae]fkagfkg^l`]khY[]l`Ylkmjjgmf\kmkaf
l`akkalmYlagf\]h]f\gfl`][aj[meklYf[]kg^l`]e]]laf_&
Afk`gjl$qgmemklkeep the physical distancej]kh][laf_]Y[`h]jkgfÍkdanaf_khY[]&A^o]
\gfÍllYc]l`akaflgY[[gmfl$gmjafl]jdg[mlgjkeYq^]]dYllY[c]\a^o]afnY\]l`]ajkhY[]3gf
l`][gfljYjq$a^l`]khY[]l`Ylo]c]]haklggoa\]$l`]qeYql`afcl`Ylo]Yj]fglafl]j]kl]\
afl`][gfn]jkYlagf&
Activities
8. O]`Yn]k]]fl`Ylhjgp]ea[kak^g[mk]\gfl`]khY[]l`Ylkmjjgmf\kh]ghd]&A\]fla^qo`Ylcaf\g^\aklYf[][gjj]khgf\klg
l`]^gddgoaf_ha[lmj]k2
82
Non-verbal communication
4
2.4. Personal image
L`][gf[]hlg^personal imageakem[`egj]l`Yfbmkll`]a\]Yg^[dgl`]k$kaf[]alYdkgj]^]jk
lgYddl`]h`qka[Yd^]Ylmj]k$_]klmj]kYf\egn]e]flk$oYdcaf_klqd]$l`]nga[]lgf]$l`]oYq
l`]qdggc$]l[&
Afl`akdaf]$h]jkgfYdaeY_]ak]imanYd]fllgstyle$Y`a_`dqj]dYlan][gf[]hl$Yk]Y[`h]jkgf
^gjek`akgj`]jgofaeY_]$\a^^]j]fl^jgeo`Ylgl`]jkeYql`afc&
O]Yddcfgol`Yl[dgl`]k\gfÍleYc]l`]eYf$Yko]klm\a]\afMfal*3`go]n]j$^Y[lgjkkm[`
Ykl`]`Ydg]^^][l$kl]j]glqh]kgj^ajklaehj]kkagfkYj]n]jqaehgjlYflaf[geemfa[Ylagf&
O]emkl\aklaf_mak`Z]lo]]fgmjhjanYl]h]jkgfYdklqd]Yf\gmjhjg^]kkagfYdklqd]&AfZmka%
f]kk$[]jlYafbgZkgjhjg^]kkagfkj]imaj]Y[]jlYaf[dgl`af_ mfa^gje!gj]imahe]fl ^aj]e]f$
\g[lgjk$kgd\a]jk$]l[&!&
Afl`]Y\eafakljYlan]kh`]j]$]kh][aYddql`]staff who has contact with the public,h]jkgfYd
aeY_]akn]jqaehgjlYfl$Z][Ymk]alkge]`goj]hj]k]flkl`]aeY_]g^l`][gehYfq2afl`]
kYe]oYql`Ylo]`Yn]Y^ajklaehj]kkagfg^kge]gf]Y^l]jl`]^ajkllae]o]k]]`aegj`]j$Y
hjg^]kkagfYdo`gj]hj]k]flkY[gehYfq_an]kmkYfa\]Yg^l `Yl]flalq&
QgmeYql`afcl`Yl]n]jqgf]ak^j]]lg\j]kkYkl`]qoYfl$Yf\qgmogmd\Z][gehd]l]dqja_`l3
`go]n]j$ o`]f qgm \][a\] lg bgaf Yf gj_YfarYlagf l`Yl `Yk []jlYaf jmd]k$ qgm emkl Y[[]hl
l`]e& Af ^Y[l$ []jlYaf gj_YfarYlagfk$ Zgl` Zmkaf]kk Yf\ fgf%Zmkaf]kk$ `Yn] jmd]k j]_Yj\af_
aeY_]Yf\h]jkgfYdYhh]YjYf[] l`]kg%[Ydd]\dress code!&
Afl`akk]fk]$a^o]oYfllgY[`a]n]Yfappropriate personal image and appearance$o]emkl
ljqfgllgklYf\gml$]al`]jZq]p[]kkgjZq\]^Ymdl ^gj]pYehd]$o]oaddljqfgllgYll]f\Yf
af^gjeYde]]laf_oal`]d]_Yfl[dgl`]kgjfgllgo]YjY[YkmYdklqd]gfY^gjeYd]n]fl!&A^gmj
Yhh]YjYf[]\g]kfgl^alY_an]fkalmYlagf$l`akeYqj]kmdlafafk][mjalqYf\k`qf]kkYkYoYq
g^[geh]fkYlaf_l`]dggco]`Yn]&
Gmj ]pl]jfYd Yhh]YjYf[] mkmYddq [gflYafk Y heavy communicative content& >gj ]pYehd]$
l`]eakeYl[`Z]lo]]fo`YlYh]jkgfkYqkYf\l`]aeY_]`]gjk`]ljYfkealk[Ymk]kdY[cg^
[j]\aZadalqafl`gk]o`gdakl]f&
L`]YfYdqkakg^kge]gf]Íkk`g]keYq_an]mkYfa\]Yg^l`]h]j[]hlagfl`Yll`akh]jkgf`Yk
YZgml`akgj`]j^mlmj]][gfgea[kalmYlagf&A^o]Yj]fglkmj]YZgmlo`Ylgmj^mlmj]][gfg%
ea[kalmYlagf[gmd\Z]$k`g]kYj]l`]dYkll`af_o]oaddZmq&Aflmjf$Yf]oYf\]ph]fkan]hYaj
g^k`g]kljYfkealkl`]aeY_]g^Y_gg\][gfgea[kalmYlagf&:q[gfljYkl$YhYajg^ogjf%gml
shoes_an]kYf]_Ylan]aeY_]&
Watch out!
9fqoYq$o]YdoYqk`Yn]lgl`afcl`Yl[dgl`af_akgfdqYf]pl]jfYdakkm]$YhY[cY_af_3l`]egkl
aehgjlYfll`af_ako`Ylqgm`Yn]lgkYq$Zmlfglo`Ylqgmo]Yj&
Activities
9. K]Yj[`l`]o]Z^gjlogha[lmj]kg^h]ghd]g^qgmjkYe]_]f\]jo`gk]aeY_]k]]ek
YhhjghjaYl]lgqgm a^l`]qYj][]d]Zjala]k$bmklhj]l]f\qgm\gfÍlcfgol`]e!&
9kka_fl`]eYhjg^]kkagfZYk]\gfl`]aeY_]l`]q`Yn]gfl`gk]ha[lmj]k&
O`Yl\]lYadk`Yn]qgm[gfka\]j]\lgYkka_fl`gk]hjg^]kkagfk7
10. O`Ylak_gg\aeY_]lgqgm7<ak[mkkaloal`qgmj[dYkkeYl]k3alakegkldac]dql`Ylqgm
\akY_j]]gfl`]Yfko]j&
11. AeY_af] qgm `Yn] Y bgZ afl]jna]o ^gj Yf Y\eafakljYlan] hgkalagf& O`Yl aeY_] g^
qgmjk]d^\gqgmoYfllgg^^]j7@googmd\qgm\j]kk7O`q7
Hjgh]j[dgl`]kYj]l`]Z]klafljg%
\m[lagfqgm[Yf]n]j`Yn]$Z][Ym%
k] l`] ^ajkl aehj]kkagf o] _]l
ak kge]gf]Ík aeY_]& L`ak ak ]n]f
egj]aehgjlYflafl`][Yk]g^l`]
[gehYfqkh`]j]Yf\l`]ogjchdY%
[]$ Yk al j]hj]k]flk l`] aeY_] g^
l`][gehYfq&L`]j]^gj]$o]emkl
hYq Yll]flagf lg ]n]jq \]lYad af
l`]oYqo]\j]kk&
83
4
Non-verbal communication
3. Functions of non-verbal
communication
Fgf%n]jZYddYf_mY_][Yf`Yn]\a^^]j]fl^mf[lagfk$af[dm\af_l`]^gddgoaf_2
 Emphasizing verbal language&AddmkljYlgjkYj]g^l]fmk]\^gjl`akhmjhgk]$Yko]`Yn]k]]f
Z]^gj]&>gj]pYehd]$egnaf_l`]`Yf\o`ad]o]kYq_gg\Zq]]eh`Ykar]ko`Ylo]Yj]]p%
hj]kkaf_afogj\k&L`YlaklgkYq$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
fgl`af_&>gj]pYehd]$l`][Yk]ko]`Yn]k]]fafl`]Z]_affaf_g^l`akmfalo`]flYdcaf_
YZgml]eZd]ek$km[`Yko`]fkge]gf]Ykcko`]j]lg^af\kge]l`af_Yf\o]hgafloal`
l`]^af_]joal`gmlkh]Ycaf_&Aflmjf$Yfgf%n]jZYde]kkY_][Yfj]hdY[]Yn]jZYdgf]$^gj
]pYehd]$o`]fYh]jkgf[ge]k`ge]Y^l]jogjcYf\akYkc]\YZgml`akgj`]j\YqYf\`]
gjk`]kYqkfgl`af_$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&
Kga^o]kYq";ge]"oal`Ydgm\lgf]Yf\Y`a_`ngdme]$o]oadd_an]Yfgj\]j3Zmla^o]
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]$Yfgf%
n]jZYde]kkY_][Yf[gfljY\a[lYn]jZYde]kkY_] Yko`]fo]kYqkge]l`af_Yf\$l`jgm_`
_]klmj]k$o]km__]klgl`]joak]!&L`akakl`][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]$`]gjk`]akk]llaf_l`]j`ql`eg^Y[gfn]jkYlagf&Afl`akk]fk]$kge]lae]ko]eYc]
bm\_e]flkYZgmll`]j]_mdYlgjqYZadalqg^gl`]jh]ghd]$km[`Yk"lYdcaf_lg`aeakdac]lYdcaf_
lgYZja[coYdd"gj"o`]fk`]kh]Yck$k`]\g]kfÍld]ll`]qgm_]lYogj\af[gfn]jkYlagf"&
Activities
12. FYe]k]n]jYd]pYehd]kafo`a[`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 :
l`ak \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: l`ak
lae]$l`]\jY%
oaf_\]ha[lkY
k]fk]g^ogf%
\]j gj h]jhd]%
palq&
 Guiding verbal communication: af
l`ak[Yk]$l`]\jYoaf_`]dhkmkafl]jhj]l
n]jZYd[geemfa[Ylagf l`jgm_`[dgl`]k
gjY`Yf\_]klmj]!&
Non-verbal communication
4
Summar y
It is the set of messages sent through gestures, positions, facial expressions or body movements.
Factors related
to verbal language
(paralanguage)
Personal image
Factors related
to behaviour
Proxemics
Body language
Non-verbal
communication
Functions
of non-verbal
communication
r
r
r
r
r
r
Tone
Communication element that relates
feelings and their expression in words.
Rate
Verbal fluency that a person has.
Volume
Intensity with which someone speaks.
Silences
Breaks made in verbal communication.
Timbre
Register to distinguish one person
from another.
Facial
expression
Information transmitted through
the expression of the face.
Look
Information transmitted through
the expression of the eyes.
Position
Body moves that go with
verbal communication.
Gestures
Visual stimuli that are sent to the person
you are speaking to.
Proximity
Analysis of the space surrounding people
in their communication with others.
This is the style of a person: clothes, physical features,
gestures, walking ways, movements, and so on.
Emphasizing verbal language.
Expressing feelings and emotions.
Replacing words.
Guiding the way the verbal message should be interpreted.
Contradicting verbal communication.
Regulating communication.
85
4
Non-verbal communication
Test review
1. HYjYdYf_mY_]2
a) AkY^gjeg^gjYd[geemfa[Ylagf&
b) Akl`]klm\qg^`meYfZg\qegn]k&
c) AkY^gjeg^n]jZYd[geemfa[Ylagf&
d) Klm\a]kl`]nga[]lgf]kgjngdme]&
2. O`]fqgmÍj]_anaf_Ykh]][`Yf\qgm[d]f[`qgmj^akl$qgm
Yj]mkaf_2
a) 9f]eZd]e&
b) 9faddmkljYlgj&
c) 9j]_mdYlgj&
d) Fgf]g^l`]YZgn]&
3. DggckYj]fgf%n]jZYdY[lkl`YlYj]klm\a]\af2
a) GjYd[geemfa[Ylagf&
b) Ojall]f[geemfa[Ylagf&
c) N]jZYd[geemfa[Ylagf&
d) Fgf]g^l`]YZgn]&
4. O`Yl hYjl g^ qgmj Zg\q Y[lk af ^Y[aYd ]phj]kkagf$ ^mf%
\Ye]flYddq7
a) =Yjk&
b) =q]k&
c) @Yf\k&
d) Fgk]&
5. O`]fYh]jkgf]ealkd]kkl`Yf1(ogj\kYeafml]ak2
a) :jY\qh`]ea[
b) LY[`qh`]ea[&
c) Hjgp]ea[&
d) LY[`q[Yj\aY[&
6. L`]\ak[ahdaf]l`Ylakj]khgfkaZd]^gjYfYdqkaf_l`]khY[]
kmjjgmf\af_Yh]jkgfak2
d) ;dgk]&
8. 9[[gj\af_lg=ceYf$l`jgm_`^Y[aYd]phj]kkagfo]mkmYddq
ljYfkeal2
a) Kmjhjak]&
b) 9f_]j&
c) >]Yj&
d) 9ddg^l`]YZgn]&
9. Kh]Ycaf_g^hgkalagf$o`]flogh]ghd]k`Yj]ghafagfk2
a) Kaehd]hgkalagfkYhh]Yj&
b) Kg[aYdhgkalagfkYhh]Yj&
c) =[`ghgkalagfkYhh]Yj&
d) HYjYhgkalagfkYhh]Yj&
10. 9nga[]lgf]l`YlljYfkealkajgfqgjkYj[Ykeak2
a) 9fYk[]f\af_lgf]&
b) 9eap]\lgf]&
c) 9\]k[]f\af_lgf]&
d) 9hYmk]\lgf]&
11. O`a[`g^l`]^gddgoaf_akY^mf[lagfg^fgf%n]jZYd[geem%
fa[Ylagf7
a) ?anaf_]eh`Ykaklgn]jZYddYf_mY_]&
b) K`goaf_gmjh]jkgfYdalqlgl`]gmlka\]&
c) =daeafYlaf_n]jZYddYf_mY_]&
d) 9ddg^l`]YZgn]&
12. 9[[gj\af_lgo`Ylo]`Yn]klm\a]\$l`]^gddgoaf_ha[lmj]
ogmd\[gjj]khgf\lg2
a) 9f]eZd]e&
b) 9j]_mdYlgj&
a) Caf]ka[k&
c) 9faddmkljYlgj&
b) HYjYdYf_mY_]&
d) 9fY\Yhlgj&
c) =eZd]eYla[&
d) Hjgp]ea[k&
7. 9\aklYf[]g^d]kkl`Yf,-[eak2
86
c) HmZda[&
13. Kh][a^ql`]e]Yfaf_l`Yll`]^gddgoaf_ha[lmj]eYq`Yn]2
a) F]jngmkf]kk&
b) 9ml`gjalq&
a) Kg[aYd&
c) 9fpa]lq&
b) AflaeYl]&
d) KmZeakkagf&
Non-verbal communication
4
Ch ec k your lear ning
Understanding non-verbal communication
c) HYjYdYf_mY_]&
1. <]^af]fgf%n]jZYd[geemfa[Ylagf&
d) 9ddg^l`]YZgn]&
2. O`a[`g^l`]^gddgoaf_^gjekg^[geemfa[Ylagfakfgf%
n]jZYd7
a) Khgc]fdYf_mY_]&
b) Ojall]fDYf_mY_]&
c) :g\qdYf_mY_]&
10. L`]nga[]lgf]akklm\a]\Zq2
a) Caf]ka[k&
b) Hjgp]ea[k&
c) HYjYdYf_mY_]&
d) 9ddg^l`]YZgn]&
3. 9[[gj\af_lg=ceYfYf\>ja]k]f$o`YlnYjaYZd]kaf^dm]f[]
fgf%n]jZYdY[lk7
11. <]^af]hYjYdYf_mY_]&
4. Af\a[Yl]o`a[`g^l`]^gddgoaf_[Yl]_gja]k\gfglZ]dgf_lg
fgf%n]jZYdka_fk2
12. O`a[` g^ l`] ^gddgoaf_ klYl]e]flk [gf[]jfaf_ hYjYdYf%
_mY_]akgjYj]^Ydk]7
a) =eZd]ek&
a) L`]Yk[]f\af_lgf]km__]klkkYj[Ykegjajgfq&
b) AddmkljYlgjk&
b) L`]jYl]akl`]n]jZYd^dm]f[qg^kge]gf]Ík]phj]kkagf&
c) 9\Yhlgjk&
c) 9`a_`ngdme]af\a[Yl]kYml`gjalq$k]d^%[gf^a\]f[]$Yf\
[geeYf\g^l`]kalmYlagf&
d) Af\a[Ylgjk&
e) J]_mdYlgjk&
5. <]^af]l`][gf[]hlg^]eZd]e&
6. ;gehd]l]l`akk]fl]f[]2l`]mkmYd_]klmj]g^kYqaf_"fg"
gj"q]k"oal`qgmj`]Y\ak&&&
7. A^qgmlgm[`qgmj[`afafY[gfn]jkYlagf$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. <]^af]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. O`a[`akl`][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[`af_`]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
`akk`gmd\]jk&
d) H]jkgfYd\aklYf[]akj]k]jn]\^gj^YeadqYf\[dgk]^ja%
]f\k&
c) 9klm\]flakYZgmllgklYjlYl]klYf\[YfÍl`]dhZalaf_
`akfYadk&
d) Log ]flj]hj]f]mjk `Yn] bmkl [dgk]\ Y \]Yd Yf\ k`Yc]
`Yf\k&
e) 9lYe]]laf_$YeYfoYflklgafl]jn]f]Yf\jYak]k`ak
`Yf\&
f) AfYl]d]nakagf[gfl]kl$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]l`af_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^jgel`akdakl2
a) Bgq&
b) Halq&
c) >]Yj&
d) J]hmdkagf
e) ;gfl]ehl&
f) 9f_]j&
g) =p[al]e]fl&
h) Kmjhjak]&
29. O`a[`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]kfgl^alY_an]fkalmYlagf$l`akeYq
j]kmdlafafk][mjalqYf\k`qf]kkYkYoYqg^[geh]fkY%
laf_l`]dggco]`Yn]&
d) L`]]pl]jfYdYkh][lg^Yh]jkgf\g]kfgl`af_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\]^af]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]afo`a[`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]lYdclg`ae&
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$Zmlo`]fo]
Yj]Ykc]\o]kYql`Ylo]Yj]fglYf_jq&
d) JmZZaf_l`][`af&
26. O`Yl^Y[lgjkaf^dm]f[]\aklYf[]7
a) <j]kkeYff]jk$Y_]Yf\k]p&
f) O]^afak`]\\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]]g^aflaeY[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_koal`ogjc
^]ddgokgjaff]a_`Zgmj`gg\e]]laf_k7
Kaehd]kead]
Caf]ka[k
28. Kg[aYd\aklYf[]akl`]gf]l`Yl2
:g\qhgkalagf
HYjYdYf_mY_]
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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&Afl`akmfalo]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 l`af_ 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\]&*&=^^a[Y[qlg
h]jkmY\] gj egn] oal` ogj\k
gj_]klmj]kYf\Yfqgl`]jY[lgj
l`af_ [YhYZd] g^ ]phj]kkaf_ kg%
e]l`af_ nana\dq& L`] ]dgim]f[]
g^^Y[lkgj^a_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_$
g^eYcaf_ojall]fgjkhgc]fdYf%
_mY_] ]^^][lan] ]fgm_` lg \]%
da_`l$h]jkmY\]gjegn]&
Afl]jdg[mlgjkeYqZ]hj]k]fl$Yf\l`akako`Ylo][Yddface-to-facegjYd[geemfa[Ylagf3a^
l`]qYj]k]hYjYl]\^jge]Y[`gl`]j$o]j]^]jlgdistancegjYd[geemfa[Ylagf&
O`]f[geemfa[Ylagfakface-to-face$o`Ylo]kYqakkmhhgjl]\gjeg\a^a]\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$o`a[`o]oaddd]Yjfl`jgm_`%
gmll`]mfal&
O`]fo][geemfa[Yl]gjYddqo]emklZ][d]YjYZgmlo`qo][geemfa[Yl]3o]emklcfgo
o`Ylo]oYfllgY[`a]n]Yf\o`Ylo]oYflgmjj][]an]jklg\ggj^]]ddYl]j&L`mk$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$Yf\l`ak[YfZ]Y[`a]n]\Zql`j]][gehd]e]flYjqoYqk2
 L`jgm_` gmj Z]`Ynagmj$ mkaf_ gmj [j]\aZadalq lg aehjgn] l`] ]^^a[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\gqgml`afcYZgmll`]^gddgoaf_klYl]e]fl7"L`]
ljml`ogjckZqalk]d^$Zmlda]kYj]gfdqkmklYaf]\l`jgm_`
Yj_me]flYlagf l][`faim]k l`Yl \aklgjl ^Y[lk"& <ak[mkk
l`aklgha[af[dYkk$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[`o`]f`]e]]lk`akhdYq]jk\mjaf_
`Yd^lae]afl`][`Yf_af_jggeYf\eYc]kYkmeeYjqg^
l`]^ajkl`Yd^Yf\hj]hYj]kl`]k][gf\`Yd^oal`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$km[`ljYfkeakkagfg^af^gjeYlagf
\g]kfgl_mYjYfl]]l`Yl[geemfa[YlagflYc]khdY[]keggl`dq$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$l`akhjg[]kkeYc]kegj]k]fk]af^gjeYdl`Yfafaf^gjeYdkalmYlagfk&@go]n]j$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*&>gjl`akhmjhgk]$o]emkl^gddgol`]k]recommendations^gj]Y[`]d]e]fl
g^l`][geemfa[Ylagfhjg[]kk2
Transmitter
Receiver
Message
Context
5
9fillerakYogj\gjk]fl]f[]l`Ylak
^j]im]fldqj]h]Yl]\YkYZY\`YZal&
Kge]lae]k$ ^add]jk Yj] l`] j]kmdl
g^f]jn]k$Yf\afgl`]j[Yk]kl`]q
Yj]mk]\lg^add_Yhk$mf[]jlYafla]k
gj gl`]j afY\]imY[a]k af l`] e]%
kkY_]&Lqha[Yddq$^add]jkYj]kgmf\k$
kaf_d] ogj\k gj k]fl]f[]k ]`&&&$
`me&&&$ ja_`l7$ o]dd&&&!$ Zml l`]q
eYqYdkgZ]Zg\q%lqh]^add]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. Dakl^an]hgkkaZd]lqh]kg^gjYd^add]jkYf\l`j]]Zg\q%lqh]^add]jk&<gqgmmk]kge]
lqh]g^^add]jo`]fqgmkh]Yc7
4. <gqgml`afcl`Yll`]j]kge]akkm]kl`YlemklZ]\]Ydloal`lYdcaf_afkl]Y\g^ojalaf_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$hj]hYj]YfgjYdhj]k]flYlagfYZgmlbgZghhgjlm%
fala]kg^l`]ng[YlagfYdljYafaf_[gmjk]qgmYj]klm\qaf_&Lg
\gl`ak$^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 mf^afak`]\ ]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 o`a[` gjYd [geemfa[Ylagfk eYq
l`ak `Yhh]f7 O`a[` g^ l`] _ma\]daf]k l`Yl o] `Yn]
k]]f af l`ak 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\^add]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^"A^o]
bmkl`Y\kge]l`af_l`Ylogmd\`]dhoal`Y[[gmflaf_&&&"&
 Express our intentions&>gj]pYehd]2"O]oaddf]]\Ydgf_]jhYqe]flh]jag\"$afkl]Y\g^
"O]eYq[gfka\]jgmjj]dYlagfk`ahoal`kmhhda]jk"&
 Establish connections among the approaches that we have introduced& >gj ]pYehd]2
";geemfa[YlagfZql]d]h`gf]akgfdqY^gjeg^gjYd[geemfa[Ylagf$l`][`YjY[l]jakla[k
g^ o`a[` o] `Yn] Ydj]Y\q klm\a]\"$ 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^Y^afYf[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
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visualizar/es/es-cl_2010031512
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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[]$Yf\
l`]gl`]jh]jkgfeYc]kim]klagfkYZgmll`ak&QgmeYqmk]
l`]j]kgmj[]kqgmoYfllgeYc]l`]e]kkY_][d]Yj&QgmeYq
YdkglYdcYZgmll`]bgZghhgjlmfala]kg^l`ak[gmjk]$Yf\kggf&
8. L`]kh]Yc]j`YkeYfqYnYadYZd]j]kgmj[]klgkmhhgjll`]
e]kkY_]&EYl[`]Y[`j]kgmj[]oal`alk\]^afalagf2
 N]jZYdkmhhgjlZYk]\gf]ph]ja]f[]k&
 <]k[jahlagfk&
 ;j]Yl]aeY_]koal`ogj\k&
 ImglYlagfk&
 =phj]kkn]ja^aYZd]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 ^af\ 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^gjl`afl`]
l]pl7O`YlYj]l`]j]dYlagfk`ahkl`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]flafo`a[`af^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`]kalmYlagfa^al_g]koad\
Yf\lg\]Ydoal`afl]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][a^a[ng[YZmdYjq$Y[[gj\af_lgl`]kg[ag[mdlmjYdd]n]dg^afl]jdg[mlgjk&
 <gfgl\ak[mkklgha[kYZgmlo`a[`qgm\gfÍl`Yn]hjgh]jaf^gjeYlagf&
 Mk][dYjalqYf\Y[[mjY[q$Ynga\af_YeZa_mala]kafqgmj]phgkalagf&
 LYdcaflmjfk$Ydl]jfYlaf_l`]jgd]k k]f\]jYf\j][]an]j!&
Aflmjf$l`]debateakY^gjeg^\aYdg_m]afo`a[`l`]j]akYeg\]jYlgj$Yh]jkgfo`g
j]_mdYl]kl`]]p[`Yf_]g^af^gjeYlagf&
Afgj\]jlg\]^]f\gmjhgaflg^na]oafY\]ZYl]o]emkl2

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@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]o`a[`Yj]egj]\a^^a%
[mdllgmf\]jklYf\&
– O]emkl]phdYafl`]kYe]a\]Yafgl`]jogj\ko`]falak\a^^a[mdllgmf\]jklYf\&
– O] eYq mk] _jYh`a[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\]jafo`a[`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^^af_]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$l`]^ajklkgjlaf_[jal]jagfakl`]ege]flo`]f
l`]qg[[mj&9[[gj\af_lgl`ak$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][a^a[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_
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\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]-&)&
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O`Yl]n]jl`]nYja]lqYf\lqh]g^j]hgjlYj]$alkZYka[]d]e]flkYj]2
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L`]kmZb][lgjlgha[g^l`]j]hgjl&
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L`]\]n]dghe]flg^l`]j]hgjlalk]d^&
L`][gf[dmkagfk$o`a[`[YfZ]]phdYaf]\afl`]Z]_affaf_gjafl`]]f\&
Writing
Scheme 5.1. Gj\]jafo`a[`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[`af] mk]\ ^gj
hY[cY_af_`Yk^Yad]\^gjl`]l`aj\lae]afl`]dYklkapegfl`kYf\j][gee]f\af_
alkj]hdY[]e]fl&
b) 9^afYf[aYdj]hgjl]phdYafaf_l`Ylalakd]kk]ph]fkan]lgZmqYf]oeY[`af]oal`Y
ZYfcdgYfl`YfhYqaf_Yj]fl^gjl`]eY[`af]]n]jqegfl`&
c) 9j]hgjlklYlaf_l`][gklkYnaf_kg^Zmqaf_l`]f]oeY[`af]&
13. :gl`YfYdqla[YdYf\h]jkmY\af_af[dm\][gf[dmkagfkYj]\jYof&L`]f$o`Ylakl`]
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95
5
Oral communication
C. Conference
Vocabulary
Monologue&J]^d][lagfl`YlakeY%
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j]f[]k$ l`]j] ak Y colloquium gj
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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_g^al&
;gf^]j]f[]k af[dm\] speeches$ o`a[` Yj] egfgdg_m]k af o`a[` Y k]f\]j Ydkg cfgof Yk
kh]Yc]j! \]n]dghk `ak gj `]j a\]Yk YZgml Y lgha[ Z]^gj] Yf Ym\a]f[]& Af l`ak [Yk]$ ^]]\ZY[c
lYc]khdY[]gf[]l`]kh]Yc]j`Yk[gehd]l]\hYjlgjYddg^`akgj`]j]phgkalagfYf\l`]hmZda[
j]Y[lkYhhjgnaf_gj\akYhhjgnaf_l`akh]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]`akhgafl$`]gjk`]e]flagfkl`]km[[]kkg^l`]eg%
lgj[q[d] eYfm^Y[lmj]j @gf\Y af l`] M&K& o`]f$ Zq [`Yf[]$ l`]q j]Ydar]\ l`Yl l`] keYdd
eglgj[q[d]kl`Yll`]qmk]\^gjklY^^ljYfkhgjlYlagfafl`][gehYfqo]j]em[`egj]afl]j%
]klaf_^gjl`]M&K&eYjc]ll`YfdYj_]eglgj[q[d]k$o`a[`o]j]l`]^ajklhdYfg^l`][gehYfq&
 Seeking an alternative explanation for the same topic when it is difficult to understand& >gj ]pYehd]$ l`] ^afYf[aYd eYfY_]j g^ l`] [gehYfq L]plad H†j]r$ K&D& hj]k]flk Y
j]hgjl\ak[mkkaf_l`]hgkkaZadalqg^k]d^%^afYf[af_l`]]phYfkagfg^l`][gehYfql`jgm_`
f]_Ylan]ogjcaf_[YhalYd&9kl`]eYfY_]j\g]kfglmf\]jklYf\l`akl]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 o`a[` l`]q [Yf afn]kl
alYf\hYql`]kmhhda]jkoal`l`]Z]f]^alkg^l`akafn]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&Lgkmhhgjll`akklYl]e]fl`]k`gok>a_mj]-&+&
Case study 1. Developing an oral message
Fg]eŠH†j]rakl`][gee]j[aYd\aj][lgjg^Yf]o[gehYfq$
BYZgf]kKmYn]eYj$K&9&3`]jeakkagfaklgeYc]Yhj]k]flYlagf
g^alkhjg\m[lkYlYljY\]^Yaj&O`YlhdYffaf_oaddFg]eŠeYc]
lgafljg\m[]l`gk]hjg\m[lk7
Solution:
Fg]eŠ YfYdqk]k l`] kalmYlagf Yf\ \]l][lk l`Yl l`] hmjhgk]
g^l`][geemfa[Ylagfaklgafljg\m[]l`gk]hjg\m[lklghgl]f%
laYdZmq]jk&L`akakYZkgdml]dqf][]kkYjq$Ykl`]hjg\m[lakmf%
cfgofZ][Ymk]l`][gehYfqakf]o&L`]hmZda[$afl`ak[Yk]$ak
^gje]\Zq\akljaZmlgjkl`YloaddYll]f\l`]ljY\]^Yaj&
Fg]eŠYdkg^af\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]][`$af[dm\af_l`]^gddgoaf_eYll]jk2
a) Hj]k]flYlagfg^l`][gehYfq2^a]d\$gZb][lan]k&&&
b) ;dYkka^a[Ylagfg^l`]hjg\m[ldaf]kg^l`][gehYfq&
c) <]lYad]\ ]phdYfYlagf g^ l`] [`YjY[l]jakla[k g^ ]Y[`
hjg\m[lYf\\akhdYqg^kYehd]k&
d) :]f]^alk^gj\akljaZmlgjk \ak[gmflk$\]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`]
;`af]k]eYjc]l&<ana\]l`][dYkkaflg]n]f_jgmhk3`Yd^g^
l`]_jgmhkoaddhjg\m[]Ykh]][`oal`l`j]]Yj_me]flkaf
^Yngmjg^l`ak]phYfkagf$Yf\l`]gl`]j`Yd^oaddhj]hYj]
l`j]]Yj_me]flkY_Yafklal&
Oral communication
5
D. The interview
Spanish assistant
L`]interviewakYlqh]g^gjYd[geemfa[Ylagfafo`a[`kge]gf] afl]jna]o]j!eYc]k
Yk]ja]kg^im]klagfklgYfgl`]jh]jkgf afl]jna]o]]!lggZlYafaf^gjeYlagfgjghafagf&
L`]lqh]kg^afl]jna]okeYqZ][dYkka^a]\\]h]f\af_gfl`] number of participants2
 Individual interview: l`]j]akgfdqgf]afl]jna]o]jYf\gf]afl]jna]o]]&
 Panel interview: l`]j]Yj]k]n]jYdafl]jna]o]jk&
 Group interview: l`]j]Yj]k]n]jYdafl]jna]o]]k&
9f\YdkgY[[gj\af_lgl`]proceduremk]\afl`]afl]jna]o2
 Structured, planned or directed interview: l`]afl]jna]o]jYkckYk]lg^im]klagfkafY
kqkl]eYla[$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 l†jeafg
interviewee? =d km^abg –ee ]k mfY
^gjeY [YjY[l]jŠkla[Y \]d af_d†k \]
\]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[[af$ ]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]]$Yl]pl]f\af_gj[gf^ajeaf_Yfqf]okg^afl]j]kl
gjYle]]laf_Y[Yf\a\Yl]^gjYbgZYf\j]hgjllg`aegj`]jgfl`akhgkalagf&:][Ymk]g^l`]
aehgjlYf[]g^l`]bgZafl]jna]o$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$o`gj]hj]k]fll`][gehYfq&
:gl`l`]afl]jna]o]jYf\l`]afl]jna]o]] [Yf\a\Yl]!hmjkm][]jlYafgoals:
Goals
Interviewer
Interviewee
Cfgoaf_a^l`][Yf\a\Yl][Yf\gl`]bgZ
K`goaf_afl]j]klafl`]bgZ
Cfgoaf_l`]\a^^]j]f[]Z]lo]]fl`][Yf\a\Yl]
Yf\gl`]jYhhda[Yflk
K`goaf_km^^a[a]fl[YhY[alq^gjl`akhgkalagf
Table 5.3. ?gYdkg^afl]jdg[mlgjkafYbgZafl]jna]o&
L`]egklaehgjlYfll`af_o`]f^Y[af_YbgZafl]jna]o^jgel`]afl]jna]o]]Íkhgaflg^na]o
ak lg Yhh]Yj natural and sincere$ oal` [gf^a\]f[]$ mkaf_ hj]nagmk hj]hYjYlagf ^gj hgkkaZd]
im]klagfkafl`]afl]jna]o&
Web
A^qgmoYfllg]phYf\qgmjcfgo%
d]\_]YZgmlbgZafl]jna]ok$nakal2
http://www.entrevistadetrabajo.
org
Activities
16. ;`][cl`]^gddgoaf_o]Zkal]Yf\ojal]\gofl`]^]Ylmj]k
l`Yll`]afl]jna]o]jk`gmd\`Yn]Yf\l`]akkm]kl`Yl`]gj
k`] emkl Ynga\2 http://www2.uca.es/dept/enfermeria/
socrates/entrevista/09.htm
Personality
17. AeY_af]l`YlqgmYj]afYbgZafl]jna]oYf\Yfko]jafoja%
laf_ l`] ^gddgoaf_ dakl g^ lqha[Yd im]klagfk af l`] lYZd]
Z]dgo&Ojal]l`]Yfko]jkl`Ylqgmogmd\_an]afl`ak[gf%
l]pl2
Training
Previous work
Job position
 <gqgmdac]l]Ye
ogjc7
 O`YloYkqgmjeYafaf^dm]f[]
o`]fqgm[`gk]qgmj[Yj]]j7
 O`Ylo]j]qgmjjgd]kafhj]%
nagmkbgZk7
 O`Yl\gqgmcfgoYZgmlgmj[ge%
hYfq7
 <]^af]qgmjk]d^&
 9j]qgmhdYffaf_lg]pl]f\
qgmjljYafaf_7
 @go\a\qgm_]ll`YlbgZ7
 Ogmd\qgmZ]YnYadYZd]lgegn]lg
dan]]dk]o`]j]gjlgljYn]d^j]im]fldq7
97
5
Oral communication
F. Phone calls
H`gf] [Yddk Yj] n]jq aehgjlYfl af l`] ogjchdY[]3 l`ak lqh] g^ [geemfa[Ylagf `Yk kge]
kh][a^a[ ^]Ylmj]k l`Yl \a^^]j]flaYl] al ^jge h]jkgfYd Yf\ \aj][l [gflY[l& L`]k] [`YjY[l]%
jakla[k Yjak] ^jge l`] kh][a^a[k g^ l`] [geemfa[Ylagf hjg[]kk l`Yl ak `]d\ af Y l]d]h`gf]
[gfn]jkYlagf& L`mk$ 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[`egj]]Ykadqaf
l`]e]kkY_]kZqZgl`hYjla]k&
Lgeafaear]l`aklqh]g^eaklYc]kafl`]e]kkY_]kj][]an]\$l]d]h`gf][geemfa[Ylagfemkl
Z][Yjja]\gmlmkaf_kh][a^a[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[`YkZmdd^a_`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^l`akl][`faim]Zql]d]eYjc]l]jk&
– Trust and credibility: kh]Ycaf_ [gf^a\]fldq Yf\ ljYfkeallaf_ l`Yl l`] kh]Yc]j cfgok
o`Yl`]gjk`]aklYdcaf_YZgml&L`]kh]Yc]jemklmk]l`]kh][a^a[dYf_mY_]g^l`]k][lgj
Yf\k`gocfgod]\_]gfl`]kmZb][l$Z][Ymk]l`akako`Yll`]j][]an]jf]]\klg^]]dkY^]&
– Interest: [mklgearaf_l`]nga[]gfl`]gl`]jka\]&O]emkllj]Yll`][Ydd]jYka^o]o]j]
af^jgflg^`aegj`]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$afl`][Yk]g^l]d]h`gf]
[geemfa[Ylagfl`akakaehgkkaZd]$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\$Ykl`ak
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^qo`a[`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__meo`ad]kh]Ycaf_&
c) ?]klmjaf_o`ad]^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]jq`a_`
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]\l`akZm\_]l&
Oral communication
5
2. Listening for better communication
@meYfZ]af_k\a^^]j^jgegl`]jkh][a]k$Yegf_gl`]jl`af_k$afl`]YZadalqlg[geemfa[Yl]
Yf\Y[`a]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]l`af_&O`ad]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]\]^af]\Ykl`]YZadalqlgeYc]YnYadYZd]lgl`]kh]Yc]jgmj^mdd
Yll]flagfYf\]^^gjl$dakl]faf_oal`afl]j]klYf\Yhhj][aYlagf$oal`gmlafl]jjmhlaf_Yf\
k`goaf_]ehYl`q&
L`]j]^gj]$l`]^ajklj]imaj]e]fllgcfgo`golg[geemfa[Yl]aklistening.AfY[lan]dakl]faf_$
gmjjgd]akfglgfdqlghYqYll]flagflgo`Yll`]gl`]jh]jkgf]phj]kk]k\aj][ldq$ZmlYdkglg
l`]^]]daf_k$a\]Ykgjl`gm_`lkl`Ylmf\]jda]&L`YlaklgkYq$o]emklafl]jhj]lZgl`verbalYf\
non-verbal expressions.
L`akimYdalqg^Y[lan]dakl]faf_ak\a^^a[mdllgY[`a]n]Z][Ymk]alj]imaj]kl`]afl]jdg[mlgjlgZ]
[gehd]l]dq^j]]g^hj]bm\a[]k$\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]flg^o`Yl`]gjk`]kYqk$Yf\
`akgj`]j_gYdkYf\^]]daf_k&Afk`gjl$hYqaf_Yll]flagflg]n]jql`af_l`Yll`]kh]Yc]jklYl]k
l`jgm_`n]jZYdYf\fgf%n]jZYd[geemfa[Ylagf&
A. Barriers to active listening
O`]fo][geemfa[Yl]$o]mkmYddq`Yn]YfmeZ]jg^barriersl`YleYc]Y[lan]dakl]faf_n]jq
\a^^a[mdllgY[`a]n]$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][a^a[ 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&E†f\]r&AoYfllglYdclgqgmZ][Ymk]$YkYj]kmdlg^eq
]^^a[a]flogjcgn]jl`]dYklegfl`k$l`]]^^gjlkAeY\]Yf\l`]km[[]kk]ko]`Yn]Y[`a]%
n]\afl`]\]hYjle]fl$Aogmd\dac]lgj]im]klYkYdYjqaf[j]Yk]&
Spanish assistant
QY la]f]k [dYjY dY \a^]j]f[aY ]flj]
gŠj (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. 9kŠ im] fg l]
gdna\]kfmf[Y\]YŽY\ajto[mYf\g
\a_Yk ]f af_d†k im] ]klk ]k[m%
[`Yf\gÁ
– :gkk2AÍekgjjq$EYjŠY$Zmll`akakfglY_gg\lae]&L`]hjgb][ll`Ylo]Yj]mf\]jlYcaf_ak
n]jq]ph]fkan]Yf\gmjj]kgmj[]kYj]k[Yj[]&
– =ehdgq]]2Al`afcl`YlY-af[j]Yk]ogmd\Z]^Yaj&
– :gkk2777
 The tendency to make judgements&L`akakl`]l]f\]f[qlgYkk]kkl`]kh]Yc]jY[[gj\af_
lggmjgofnYdm]k$a\]YkgjZ]da]^kYf\Yhhjgn]gj\akYhhjgn]g^o`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. A^o]oYfllgdakl]fY[lan]dq$o]emkl_an]l`]afl]jdg[mlgjl`]lae]`]gjk`]f]]\k
lg [gehd]l] l`] e]kkY_]& EYfq lae]k o] `Yn] fg lae] lg oYal ^gj l`] afl]jdg[mlgj lg
^afak`Zmad\af_l`]e]kkY_]Yf\o]l]f\lgjmk`oal`afl]jjmhlagfkkm[`Yk"Agfdq`Yn]^an]
eafml]k"$"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]$a^o]Yj]afY
e]]laf_lg\ak[mkkgh]faf_Yf]oeYjc]lafHgdYf\$o][YfeYc]kge]j]k]Yj[`gfHgdak`
][gfgeq$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. L`ak e]Yfk [Yhlmjaf_ l`] eYaf a\]Yk g^ l`] e]kkY_]
Yf\j]h]Ylaf_l`]eoal`gmjgofogj\k&L`akl][`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"A^Amf\]jklYf\[gjj][ldq$\gqgml`afcl`Yl&&&7"&
 Using reinforcement words or compliments. L`]k] Yj] n]jZYdarYlagfk afngdnaf_ Y
[gehdae]fl lg l`] gl`]j h]jkgf gj j]af^gj[af_ `ak gj `]j kh]][`$ Yk l`]q ljYfkeal l`]
YhhjgnYd$Y_j]]e]flg^mf\]jklYf\af_g^o`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. A^o]Yj]afYfmf[ge^gjlYZd]$fgakqgj[jgo\]\hdY[]$
aloaddZ]\a^^a[mdl^gjmklghjgna\]l`]f][]kkYjqdakl]faf_&L`]j]^gj]$alakZ]ll]jlgegn]
l`][gfn]jkYlagflgYkmalYZd]khY[]$oal`fg\akljY[lagfk$o`]j]alak]Yka]jlg[gf[]fljYl]&
 Looking at the interlocutor,oal`gmlZ]af_]p[]kkan]&C]]haf_]q][gflY[loal`l`]afl]j%
dg[mlgjoadd`]dhmk[gf[]fljYl]gf`akgj`]jogj\k >a_&-&-!&
Do you know that...?
Kge]j]k]Yj[`]jk`Yn]^gmf\l`Yl
l`] inability to empathize ak Yf
aehgjlYfl$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] `ak gj `]j
^]]daf_k3l`akakYf]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 l`ak oadd eYc] [geemfa[Ylagf em[`
egj]\a^^a[mdlZ][Ymk]gmjafl]jdg[mlgjoaddfgla[]l`Ylo]Yj]fgllj]Ylaf_`aegj`]jYk]imYd
Yf\l`Ylo]Yj]f]_d][laf_`aegj`]j&L`mk$o]k`gmd\fglmk]]phj]kkagfkkm[`Yk"L`YlÍk
fgl`af_"gj"<gfÍleYc]km[`YZa_\]Ydgmlg^al"$Yegf_gl`]jk&
A. Steps to empathising
Watch out!
O`]fo]oYfllgk`go]ehYl`q
l`jgm_` n]jZYd [geemfa[Ylagf
o] emkl Yvoid using clichés or
stock phrases km[` Yk2 "Hd]Yk]
Y[[]hleq[gf\gd]f[]k"&
9k l`gk] Yj] hj]%k]l ^gjemdYk$
l`]q oadd fgl ljYfkeal ]ehYl`q$
Zmll`]ghhgkal]2Y[]jlYafmf[gf%
[]jf&
100
 Knowledge of the feeling. L`] YZadalq lg ]ehYl`ar] 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^^a[mdl^gjqgmlgmf\]jklYf\Y^ja]f\g^qgmjkl`Yl`Yk^Ydd]fafdgn]&
 Recognition of the feeling. Lg]ehYl`ar]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][ldq`akgj`]j
^]]daf_kgh]fdq$Zmll`akjYj]dq`Yhh]fk&L`]j]^gj]$a^o]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$[gehd]l]l`]e]kkY_]o]k]f\&L`ak"afn]kla_Ylagf"[YfZ]
h]j^gje]\ oal` im]klagfk$ 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_$l`]j]Yj]two waysof expressing empathy:
 Through verbal communication. Mkaf_ ]phj]kkagfk l`Yl eYc] l`] afl]jdg[mlgj h]j[]an]
l`Ylo]`Yn]j][g_far]\`akgj`]j^]]daf_kYf\l`Ylo]k`Yj]l`]e&>gj]pYehd]$mkaf_
]phj]kkagfkkm[`Yk"Amf\]jklYf\`goqgm^]]d&&&"$"Acfgoo`qqgmÍj]mhk]l&&&"$Yf\kggf&
 Through non-verbal communication. O]Ydkg]ehYl`ar]oal`_]klmj]kkm[`Yk_anaf_Y
`m_$lYcaf_kge]gf]Ík`Yf\$[Yj]kkaf_kge]gf]&&&L`]k]Y[lagfkemkl^all`]ege]fl$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[`o`Yll`]j][aha]flj][]an]k&
A. The benefits of asking
 The interlocutor feels valued. A^o]Ykcgmjafl]jdg[mlgja^o`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 `ak gj `]j ghafagf$ l`] afl]jdg[mlgj oadd ^]]d aehgjlYfl Yf\$
l`]j]^gj]$nYdm]\&
 It allows us to obtain new information or verify o`Yl o] cfgo& Al Ydkg Yddgok mk lg
Yfgl`]joYqg^afl]jhj]laf_l`af_k&
Fig. 5.6. D]Y\af_l`][gfn]jkYlagfafYhYj%
la[mdYj\aj][lagflgc]]hl`]^g[mkgfl`]
kmZb][lakY_gg\oYqg^eYcaf_im]klagfk
Yf\Yfko]jkegj]^dm]fl&
 It allows us to find out what interlocutors think and feel. L`]j]^gj]$ 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.L`akaf[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$l`]j]dYlagfk`ahqgm`Yn]oal``aegj`]j&&&>gj]pYehd]$a^o]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]kg^im]klagfkYf\Yfko]jk&Lg\gl`ak$o][YfeYc]l`][gfn]jkY%
lagflmjfaflgZja]^klYl]e]flkg^l`]afl]jdg[mlgj^gddgo]\Zqgmjim]klagfk$Zmlc]]haf_af
eaf\l`Ylal\g]kfÍl`Yn]lgk]]eYjla^a[aYd&
An example of fluent question:
ÉHj]ka\]fl2Al`afcalÍklae]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]$a^o]
\gfÍl_jgoima[cdq$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^^a[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 l`ak im]klagf ak
Y\\j]kk]\lgl`]_jgmh&
A^ l`] _]f]jYd eYfY_]j Ykck l`ak
im]klagflgl`]^afYf[aYdeYfY_]j2
">jYf[ak$ \a\ o] _]l l`] dgYf ^gj
l`] f]o ^Y[lgjq7"$ l`ak ak Y \aj][l
im]klagf&
Fgo$o]oaddklm\ql`]ZYka[lqh]kg^im]klagfkl`Ylo]eYqYkc3l`][gfn]fa]f[]lgmk]Y
kh][a^a[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_]llgl`ak[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\]qgmoal`egj]af^gjeY%
lagfYf\]f[gmjY_]l`]gl`]jlg^]]d^j]]lgYfko]j&
 Closed: l`]dggc^gjkh][a^a[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]\$EYjŠYgjBmdaY7"&
 Confirmation:l`]qYj]^gjemdYl]\YkYj]h]lalagfg^o`Yl`YkZ]]fkYa\&L`]qYj]_]f]%
jYddq mk]\ lg [gf^aje 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]]oal`o`Ylo]`Yn]kYa\$
kgalakbmklYoYqlg]eh`Ykar]l`]Ykh][lo]oYfl&>gj]pYehd]2"@goeYfqlae]k\gA
`Yn]lgkYqAoYflYf]khj]kkg7"&O]emklYnga\l`akcaf\g^im]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][a^a[[gfl]flYf\]f[gmjY_af__jgmhhYjla[ahYlagf$Yf\o]eYqYdkgcfgol`]cfgod]\_]
d]n]dg^l`]afl]jdg[mlgjk&
Afkl]Y\$a^o]Y\\j]kkl`]im]klagflgan individual e]eZ]jg^l`Yl_jgmh$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\afo`a[`l`]eg\]dakfYc]\&
L`][j]Ylan]\aj][lgj$nakaZdqYf_jq$\aj][lkl`akim]klagflgl`]
_jgmh2":mlo`g`Yk[ge]mhoal`km[`eY\f]kk7"&
GZnagmkdql`]j]akfgYfko]j$Zml\gqgmcfgoo`q7
Solution:
Af l`ak [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][a^a[ [mklge]jÍk Y[[gmfl&
Lg cfgo l`] j]Ykgfk ^gj l`ak a\]Y$ `] k`gmd\ `Yn] Ykc]\$
^gj]pYehd]2"O`qakfgll`]eg\]do]Yjaf_l`][dgl`]kg^l`]
[mklge]j7"&
9f\^afYddq$lgcfgoo`gl`]Yml`gjg^l`]a\]Yak$`]ea_`l
`Yn]Ykc]\2"O`gk]a\]YoYkl`ak7"&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]kg^im]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 l`ak 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]$a^o]
`Yn]Ykc]\^gjadvice or opiniongja^o]`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_]g^af^gjeYlagf&>gj]pYehd]2
– <]hYjle]flkmh]jnakgj2"Al`afcEYjqakl`]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& L`ak 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]flqg^emdlahd]^Y[lgjkl`Yl^a_`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 l`afc7"$
"<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]$"O]dd$EYjŠY$Al`afcl`YlÍkYdd"
gj"9kgmj[gdd]Y_m]EYjlŠfDh]rkYa\&&&"&
 Using comparisons. Afkl]Y\g^bmklhj]k]flaf_^Y[lk$\YlY$]phdYfYlagfk$]l[&$o][Yfmk]
l`akj]kgmj[]lgeYc]l`]e]kkY_]egj]Yhh]Ydaf_Yf\egj]mf\]jklYf\YZd]&9f]pYehd]
g^[gehYjakgfogmd\Z]2"L`akafn]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]$hmllaf_YZgp
g^]__kgfl`]lYZd]o`ad]o]lYdc
YZgml]__hjg\m[lagf&
Af Zgl` [Yk]k$ 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[`YkoYk`af_
`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 l`ak 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$
qgmoadd^af\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_lg`akgj`]j[mdlmj]$lgl`]h]jkgfYdj]dYlagfk`aho]`Yn]oal``aegj`]j$Yf\kg
gf&9fqoYq$a^o]\gfÍlgZlYafl`]]ph][l]\]^^][loal`l`Yl[gee]fl$l`]Z]kll`af_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_qgmj^aklgfl`]lYZd]&L`]qhjgna\]kge]j]kl^gjl`]afl]jdg[mlgjYf\d]l`aegj`]j
l`afcYZgmlo`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\[gf^ajeo`]l`]jqgm`Yn]Y[`a]%
n]\qgmj_gYdgjfgl&
2.6. Assertive communication techniques
9ko]klm\a]\afMfal+$Ykk]jlan]f]kkakl`]Z]kl^gjeg^[geemfa[Ylagflgj]Y[`gmj_gYdk&
Fgoo]oaddklm\qYfmeZ]jg^l][`faim]kl`YloaddZ]`]dh^mdlg^Y[]Y[gfn]jkYlagfYkk]jlan]dq&
Techniques to be assertive in a conversation
Type of technique
Example
 9eYf_g]klgl`][mklge]jk]jna[]\]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$AZgm_`ll`aklgYkl]jYo]]cY_gYf\alÍk
Ydj]Y\qZjgc]f&
É=ehdgq]]2O]dd$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`Yll`akakYfaf[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
L`akl][`faim]afngdn]kY_j]]af_oal`kge]daeal]\hYjlg^o`Yll`]gl`]j
akkYqaf_$Zmlf]n]jY_j]]af_lglYddq&O]Y[[]hll`]hYjloal`o`a[`o]
Y_j]]$k`goaf_Yj]YkgfYZd]Z]`Ynagmj$Zmlo]j]^mk]lgY[[]hll`]
j]eYafaf_Yj_me]flkYf\YdkgeYc][d]Yjl`Ylo]oaddfglYj_m]
Yfqegj]&
Afl`akl][`faim]o]emkllYc]aflgY[[gmfll`]lgf]o]mk]$Z][Ymk]a^o]
mk]Yf]_d][laf_lgf]o][Yf[Ymk]Y__j]kkan]f]kkafl`]afl]jdg[mlgj&
Gmjlgf]k`gmd\Z]n]jqima]l&LgYhhdql`akl][`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\gfÍll`afckg"&
 L`]eYfY_]jg^l`]hmj[`Ykaf_\]hYjle]fl[Yddk9flgfag$l`]
\]hYjle]flYkkaklYfl$lg`akg^^a[]&L`][gfn]jkYlagflYc]khdY[]
Yk^gddgok2
ÉEYfY_]j29flgfag$`Yn]qgm^afak`]\l`]j]hgjlAYkc]\^gj
l`]e]]laf_7
É9flgfag2Fg$kaj$AÍekladdogjcaf_gfal&
ÉEYfY_]j29flgfag$qgmÍj]YdoYqkl`]dYkllg\]dan]j
]n]jql`af_&O`]fo]Yj]dYl]qgmÍj]YdoYqkl`]gf]lg
ZdYe]&
É9flgfag2AeYqfglZ]l`]^Ykl]klafl`]\]hYjle]fl$ZmlA
\gfÍll`afcAÍeYdoYqkl`]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$Al`afcl`akakYlja[cqakkm]$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
Alaklgk`a^ll`]^g[mkg^l`]Yj_me]fllgl`]YfYdqkakg^o`Ylak`Yhh]faf_
Z]lo]]fl`]afl]jdg[mlgjk&AlÍkdac]^gj_]llaf_YZgmll`][gfl]flg^o`Ylo]
o]j]lYdcaf_YZgmlYf\dggcYll`]k[]f]^jgel`]gmlka\]&L`]egkl\a^^a%
[mdll`af_g^l`akl][`faim]aklgc]]hY[ggd`]Y\Yf\lgZ]YZd]lgj]Ydar]
o`Ylak`Yhh]faf_&
L`]Z]kll`af_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_`afl`ak[Yk]l`]j]ak
gfdqgf]j]khgfkaZd]h]jkgf&O][Yfmk]alo`]fo]k]]l`Ylgmjafl]jdg[m%
lgjak_]llaf_Yf_jqYf\o]^]Yjl`Yl`akgj`]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\]jl`aklgf]YkYhjgng%
[Ylagf&
É=ehdgq]]2AlÍkYdoYqkl`]kYe]&O`]fo]Yj]YZgmllg^afak`
Yhjgb][lYf\l`]\]Y\daf]akgn]jo]`Yn]lgeYc]Yddl`]
[`Yf_]k&
É:gkk2O]dd$Zmlo`gÍklgZdYe]^gjl`akkalmYlagf7QgmYj]$
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]jql`af_Íkojgf_$Yf\o]`Yn]lg[`][c]n]jql`af_n]jq
[dgk]dqkgl`Ylgmjogjc\g]kfÍl`Yn]l`]kYe]eaklYc]k&
É:gkk2 O]dd$ A l`afc l`ak `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\&
L`ak[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]jl`ak
ogjc&
ÉNŠ[lgj2EYj[gk$A\]dan]j]\l`]ogjco`]fA^afak`]\&
ÉEYj[gk2 :ml alÍk YdoYqk l`] kYe]$ qgm bmkl oYfl lg Yffgq
e]&&&
ÉNŠ[lgj2KgjjqZmlA\gfÍloYfllgYj_m]YZgmll`ak&
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
L`ak[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]jl`ak
ogjc&AlÍkYdoYqkl`]kYe]$qgmbmkloYfllgYffgqe]&&&
ÉNa[lgj2Q]k$AÍn]\]dan]j]\l`]ogjcZ]^gj]qgm$ZmlaloYk
fglgfhmjhgk]Yf\alÍkfglYdoYqkdac]l`ak&
Assertive question
AlakYn]jqgd\l][`faim]$Yf\akYae]\Yllmjfaf_l`]]f]eqaflgYfYddq&
Lgmk]l`akl][`faim]o]emkl[gfka\]jl`Yll`][jala[akeo]Yj]km^^]jaf_
ako]dd%e]Yfaf_ j]_Yj\d]kkg^o`]l`]jalakgjfgl!&L`mk$o]oadd^gj[]
l`]gl`]jh]jkgflg_an]mkegj]af^gjeYlagfYZgml`akgj`]jYj_me]flk
kgl`Ylo]cfgoo`Yl`]gjk`]e]YfkYf\o`Yl`]gjk`]oYflkmklg
[`Yf_]&
A^l`][jala[akeakeYda[agmk$l`]fl`]afl]jdg[mlgjoadd`Yn]fgYj_me]flk3
Zmla^alak[gfkakl]fl$`akgj`]jYj_me]flkoaddZ]`]dh^mdlgeg\a^qgmj
Z]`Ynagmj&
L`ak[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]jl`ak
ogjc&AlÍkYdoYqkl`]kYe]$qgmbmkloYfllgYffgqe]&&&
ÉNŠ[lgj2 O]dd$ 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\gall`aklae]
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 l`ak
lae]$ l`] e]]laf_ oYk YZgml Y kmZb][l g^ `ak 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]]f^aj]\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 `ae 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]jql`af_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 ^ajkl oadd _]l Y Zgfmk
g^Ó*((&
J]Y\l`akYj_me]flYf\[gflafm]Yj_maf_Y[[gj\af_lgl`ak
af^gjeYlagf&
ÉEYl]92"Qgmmk]\eq[gehml]jlghjg[]kkqgmjgj\]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
^afak`]\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]lg^im]klagfk&
d) L`]af^gjeYlagfqgm`Yn]akdaeal]\&
2. O`a[`g^l`]^gddgoaf_akfglYoYqg^af^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. O`a[`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$gof]ph][lY%
lagfkYf\kmeeYjqg^o`Ylak`]Yj\&
c) Gof]ph][lYlagfk$\akljY[lagfk$`mjjqYf\bm\_]e]flk&
d) L`]afl]jdg[mlgjakfgll`]ja_`lh]jkgf&
9. O`a[`klYl]e]flYZgml]ehYl`qak[gjj][l7
a) Lgk`go]ehYl`q^ajkl$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\Yl^ajkl&
b) 9kc ]n]jql`af_ o] f]]\ Yl Yfq lae] lg gZlYaf egj]
af^gjeYlagf&
4. O`a[`g^l`]^gddgoaf_akfglYfY\nYflY_]g^eYcaf_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. O`a[`g^l`]^gddgoaf_ghlagfk]phj]kk]kgf]g^l`]eYaf
hmjhgk]kg^Yj]hgjl7
a) 9kc^gjkge]l`af_&
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. O`a[`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) K`a^laf_l`]^g[mklgl`]YfYdqkakg^o`Ylak`Yhh]faf_&
c) Hgklhgfaf_l`]Yfko]jmflad]n]jql`af_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. <gqgml`afcl`akklYl]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[ŠYJmar$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]]afo`a[`
l`] Zgkk hjYak]k l`] h]j^gjeYf[] g^
l`]kmZgj\afYl]&
=fl]jlYaf
9emk]
9 e]]laf_ Yl o`a[` l`] nYjagmk \]%
hYjle]fl`]Y\k\ak[mkkl`]Z]kloYq
lgjYak]l`][gehYfq&
H]jkmY\]
;gfnaf[]
F]_glaYl]
9faf^gjeYde]]laf_afo`a[`e]e%
Z]jkg^l`][gehYfql]ddogjcYf][%
\gl]k&
>af\gml
<ak[mkk
8. K]Yj[`l`]o]ZYf\\]^af]_jgmh\qfYea[kYf\l`]\a^^]%
j]floYqklgh]j^gjel`]e&L`]feYc]Y[`Yjloal`o`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 `a_`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\ l`ak \aYdg_m] Yf\ ^af\ l`] \a^^]j]fl l][`faim]k lg
gZlYafY[lan]dakl]faf_&
L`] ^ajkl 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^^a[]&L`]q
kal^Y[af_]Y[`gl`]jgfZgl`ka\]kg^l`]lYZd]&
>afYddq$ Dm[ŠY `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^l`akj]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 l`afcaf_ l`Yl l`ak 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]$ZmlqgmÍdd`Yn]YZ]ll]jkY%
dYjq".
É<gdgj]k2 "L`Yl e]Yfk A oadd ]Yjf egj] Zml A oadd `Yn]
egj]j]khgfkaZadala]kYf\d]kk^j]]lae]"&
ÉEYj[gk2"AÍeY^jYa\kg"&
11. O`a[` g^ l`]k] ]phj]kkagfk k`go ]ehYl`q Yf\ o`a[`
\gfÍl7
a) 9[gdd]Y_m]`YkbmklZ]]f^aj]\Yf\`]akk`g[c]\&Qgmj
[gee]flak2";ge]gf$l`YlÍkfgZa_\]Yd"&
9kh]][`g^l`]eYfY_]jYZgmll`]
f]]\lgogjc`Yj\]jlgjYak]l`]
[gehYfq&
KlaemdYl]
EglanYl]
=f[gmjY_]
9[gmjk]^gj]ehdgq]]kafo`a[`l`]
kh]Yc]jl]Y[`]k`golgmk]l`]f]o
eY[`af]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\gqgml`afcakZ]ll]j$lg[gflafm]
afl`]^afYf[]\]hYjle]flgjlg[j]Yl]
YfY[[gmflaf_\]hYjle]flg^gmjgof7
9&Im]klagf
Y\\j]kk]\
lgY_jgmh
*&@go\gA`Yn]lgkYql`Yll`]^a_mj]Af]]\ak
l`]]phgjl^a_mj]7
:&;gf^ajeYlagf
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]lgogjcl`akoYq"&
,&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 l`afc l`ak 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$`Yn]l`]^gddgoaf_[gfn]jkYlagf2
d) :]lo]]f[gogjc]jk2
13. O`a[` g^ l`] ^gddgoaf_ klYl]e]flk YZgml ^]]\ZY[c Yj]
ljm]7;gjj][ll`gk]l`YlYj]ojgf_2
ÉBmdaf2"9fY$`]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
l`af_aklgmk]Yk`Yjhlgf]kgl`Yl]n]jqZg\q[Yfdakl]f&
e) O]emklYnga\nYdm]bm\_e]flkYZgmll`]k]f\]jgj`ak
gj`]jZ]`Ynagmj&
É9fY2"Fg$BmdaYf$l`akakfgl&AYkc]\qgml`]\g[me]f%
lYlagfg^*((1"&
14. Af\a[Yl]o`a[`Ykk]jlan][geemfa[Ylagfl][`faim]ko]j]
mk]\afl`]^gddgoaf_[Yk]k&=phdYaf]Y[`g^l`]eoal`qgmj
gofogj\k&
a) É:gkk2 "Bmdaf$ l`ak ak l`] l`aj\ lae] A `Yn] Ykc]\ qgm
^gj l`] hjgb][l Yf\ l`] l`aj\ lae] A `Yn] kYa\ l`Yl
qgm`Yn]lg[`][cl`]^a_mj]kZ][Ymk]l`]qYj]ojgf_".
ÉBmdaf2"FghjgZd]e$Jg\ja_g&A^qgm[Yfl]dde]o`a[`
hYjlkf]]\[`][caf_Yf\o`a[`^a_mj]kYj]ojgf_A
oadd\]dan]jalY_YafafYk][gf\".
b) É=ehdgq]]2 "Ej& EYjlŠf]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$Bgk†$l`akakfglY_gg\lae]&AfY\\alagf
l`]kalmYlagfakfgl_gg\lg_an]qgmY`gda\Yqo]]c
oal`kYdYjq".
É=ehdgq]]2"Amf\]jklYf\$Zmlqgmhjgeak]\mkl`Yla^
o]^afak`]\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`] l`af_ ak l`Yl kge] ]ehdg%
q]]k`Yn]Ydj]Y\qZggc]\ljYn]dla[c]lkYf\`gl]dk
Z][Ymk]qgmhjgeak]\l`Ylo]]cg^^a^o]^afak`]\
l`]ogjcZ]^gj]EYj[`*+"&
ÉBmdaf2 "9j] qgm ca\\af_7 Al lggc e] l`j]] \Yqk lg
\]n]dghl`akaf^gjeYlagf&Qgmlgd\e]*((0".
É9fY2"A\a\fÍl$BmdaYf$Af]]\l`]\g[me]flkg^*((1&
>mjl`]jegj]$Af]]\l`]e^gjlgegjjgo&Qgm\gfÍl
hYqYll]flagfYf\\gfÍldakl]fo`]fkge]Zg\qlYdck
lgqgm".
ÉBmdaf2"QgmÍj]ojgf_$Ykl`akak]pY[ldqo`Ylqgm\g&
QgmÍj]YdoYqkgfl`]h`gf]gj\jafcaf_[g^^]]Yf\
\gfÍl]n]fcfgoo`Ylqgmj]im]kl"&
É9fY2"O]dd&&&Al`afco]Yj]_]llaf_Yf_jqoal`l`ak
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`]
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a) DYmjY$ kmh]jnakgj g^ l`] dg_akla[k l]Ye$ lja]k lg _an]
gj\]jklg`]jl]YeYll`]dgY\af_\g[co`ad]oYalaf_^gj
Yljm[c&
b) EYjag l]ddk `ak ^ja]f\ Bmdaf l`Yl `] ak mf`Yhhq af `ak
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[Ylagfoal`afl`][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:
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[geemfa[Ylagf^gjl`][gehYfq&
 H`gf]e]\aYmk]\lg\Yq&
 L`]egkl[geegf^]Ylmj]kg^l`]
^ap]\Yf\egZad]l]d]h`gfqYf\
l`jgm_`[Ydd[]flj]k&
 L`]jmd]klgY[`a]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``ak_jYf\%
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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!$h`gf]mk]akgf]g^l`]egkl[geegfe]YfkZqo`a[`lgeYl]jaYdar]Zgl`
internal and external communications&
Alakn]jqaehgjlYflafZmkaf]kkZ][Ymk]alakl`]e]\amel`jgm_`o`a[`l`]first contact
oal`$gj^jgel`][gehYfqakeY\]&Kg$Z]^gj]Yfqh]jkgfYd[gflY[l$l`]mkmYdl`af_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
l`ak^ajkll]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$YkalakYf]kk]flaYdlggdlgY[`a]n]gmj_gYdkafYh`gf][Ydd$
]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\ l`ak 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\[j]\aZd]a^o]Yhhdql`]hjgh]jl][`faim]kYf\hjg[]\mj]k&
9fgl`]jY\nYflY_]g^l`aklqh]g^[geemfa[Ylagfakl`Ylo][Yf\ggl`]jl`af_kYko]kh]Yc$
km[`YklYcaf_fgl]k$k]Yj[`^gjkge]l`af_gfl`][gehml]j$Ykckge]l`af_lgYogjceYl]
YdoYqkoal`\ak[j]lagf!$Yf\kggf&
L`mk$o]eYqkYql`YlYhhdqaf_l`]YhhjghjaYl]l]d]h`gf]l][`faim]kak]kk]flaYdlg_]ll`]
egklgmlg^l`ak[geemfa[YlagflggdafZmkaf]kk&
L`YfcklgY\nYf[]kafl][`fgdg_q$l]d]h`gf][geemfa[Ylagf\]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$Zgl`9flgfagE]m[[aYf\=dak`Y?jYq[dYae]\l`Yll`]qo]j]Ydkg
l`]Yml`gjkg^l`akafn]flagf&O`Yl[YfqgmkYq7>af\af^gjeYlagfgfdaf]YZgmll`]l`j]]
g^l`]e ^gj]pYehd]$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`]^ajklnga[]%ljYfkeak%
kagf\]na[]oYkl`]AlYdaYfE]m[[a3`go]n]j$`][gmd\fÍlafk[jaZ]l`]hYl]flg^`aktelettrofonoZ][Ymk]g^k]n]jYd][gfgea[Yf\Zmj]Ym[jYla[j]Ykgfk&:gl`?jY`Ye:]ddYf\
?jYqafk[jaZ]\gf>]ZjmYjq),$)0/.logk]hYjYl]afn]flagfkl`Ylo]j]]kk]flaYddql`]
kYe]afl`]hYl]flg^^a[]$Zmll`]^gje]j_glhjagjalqafl`]hjg[]kk YhhYj]fldqZ][Ymk]
g^`ak[gflY[lkafl`]g^^a[]!&:mlaf*((*$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\gqgmcfgoo`a[`[gehYfq`Y\l`]egfg%
hgdqgfh`gf]k]jna[]afgmj[gmfljq7O`]f\a\alZ]_af
gh]jYlaf_afKhYaf7
2. ;mklge]jh`gf]kmkmYddqklYjloal`l`]hj]^ap]k1(($1()
gj1(*&O`YlYj]l`]\a^^]j]f[]kYegf_l`]k]hj]^ap]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!&L`ak\]na[]akoa\]khj]Y\Yegf_l`]
hghmdYlagfYf\$Yko]klYl]\YZgn]$akgf]g^l`]egklaehgjlYfl[geemfa[Ylagflggdkaf
l`]^a]d\g^Zmkaf]kk&
9ll`]hj]k]fllae]$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$Ydl`gm_`lg\Yql`]k]Yj]Z]af_j]hdY[]\Zqghla[Yd^aZ]jf]logjck!&
Vocabulary
 Optical fiber. LjYfkeakkagfe]%
\amel`Ylakg^l]fmk]\afl]d]%
[geemfa[Ylagfk$ [gfkaklaf_ g^
Yn]jql`af^aZ]j al`Ykl`]l`a[%
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_]g^alk^jY_adalqYf\\a^^a[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& L`ak
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_jYh`a[Yd hgaflk& L]d][geemfa[Ylagf [gehYfa]k eYfY_] l`]
]imahe]flYf\hjgna\]k]jna[]klgZgl`Zmkaf]kkYf\af\ana\mYdk&
:Yka[Yddq$H:PkYj]keYddl]d]h`gf]]p[`Yf_]kl`YlYj]afklYdd]\afl`]g^^a[]kg^Y[gehYfq3
l`]ajZYka[^mf[lagfkYj][YddljYfk^]jYegf_]pl]fkagfk$[Ydd]jA<$[gf^]j]f[][Yddk$[YddoYalaf_
Yf\nga[]eYad$Yegf_gl`]jk$Y[[gj\af_lgl`]f]]\kg^l`][gehYfq&
O`ad]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$o`a[``YkZ]]fj]hdY[]\ZqAHH:Pk&
A. IP PBXs
Watch out!
9dkg cfgof Yk VoIP phone systems$ 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 [gf^a_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]$l`akakY[lmYddqY`Yj\oYj]l`Ylmk]kY
\YlYf]logjc[gff][lagfafkl]Y\g^Yl]d]h`gf]f]logjc[gff][lagf&
AHh`gf]kg^l]f`Yn]egj]ghlagfkYf\Y\nYflY_]kl`YfY[gfn]flagfYdl]d]h`gf]&9kl`ak
kqkl]e ak ^mddq \a_alYd Yf\ hjg_jYeeYZd]$ 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_]Zgl`af[geaf_[Yddk inbound!Yf\gml_gaf_[Yddk outbound!&
Lg\Yq$egkl[Ydd[]flj]kYj]eYfY_]\oal`AHH:PkZ][Ymk]l`][gklakem[`dgo]jl`Yfoal`
ljY\alagfYdH:Pk$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$Zgl`af[geaf_Yf\gml_gaf_[Yddk&
L`]q[YfYdkgeYfY_]l`]j]dYlagfk`ahoal`[mklge]jkl`jgm_`gl`]je]\aYkm[`Yk^Yp$[`Yl
gje]kkY_af_kqkl]ek$Zgl`KEKYf\emdlae]\aY&
Case study 2. Free registration in IP telephony software
Afl]jf]lhjgna\]kmk]jkoal`AHl]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]$o`a[`akn]jq]YkqlgafklYddYf\[gf^a_mj]&
Afl`ak[Yk]klm\qo]oadd\gofdgY\Yf\[gf^a_mj]aloal`l`]^gddgoaf_hYjYe]l]jk2
9[[gmflfYe]oal`Skype&
 Mk]j&
 HYkkogj\&
 =%eYad&
 9\\Y[gflY[llgqgmjKcqh]Y[[gmfl&
Solution:
;j]Ylaf_YfY[[gmfloal`Skypeakn]jq]Ykq&L`]kl]hkYj]l`]^gddgoaf_2
 <gofdgY\l`]hjg_jYe^jgel`]o]Z2http://www.skype.com
 ;da[cgfl`]^ad]k]lmh&]p]
 >gddgol`]afklYddYlagfkl]hk&O]emkl]fl]j2Y[[gmflfYe]$mk]jfYe]Yf\hYkkogj\
Y[geZafYlagfg^d]ll]jkYf\fmeZ]jk!&
A^l`]mk]jakYnYadYZd]$gmjKcqh]Y[[gmflakj]Y\qlgZ]mk]\&
Activities
4. K]Yj[`l`]Afl]jf]l^gjkge]NgAHk]jna[]hjgna\]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]jg^af`YZalYflk&
9mobile phoneakYhgjlYZd]\]na[] oaj]d]kk!l`YlYddgokY[[]kklgl`]egZad]h`gf]
f]logjcaf_]g_jYh`a[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 l`ak 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`]^ajklegZad]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
^a^l]]fq]Yjk&
L`]^ajklkg%[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_jYh`a[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]llg^af\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$ ^ajkl o] emkl `aj] 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$l`]k]k]jna[]kaehdqYf]pljY[`Yj_]&
Kmhhd]e]flYjqk]jna[]keYqZ]_jgmh]\aflg2
>ap]\l]d]h`gfq
;geegf^]Ylmj]k
H:P
EgZad]l]d]h`gfq
Supplementary services
of telephone equipment
:addaf_%j]dYl]\k]jna[]k
:mkaf]kk%j]dYl]\k]jna[]k
Scheme 6.1. 9\\alagfYdk]jna[]kg^l]d]h`gf]]imahe]fl&
3.1. Common features
L`]j]Yj][]jlYaf^]Ylmj]kl`YlYj][geegfoal`af]Y[`lqh]g^k]jna[]&O]oaddklm\ql`]e
afl`]^gddgoaf_k][lagfk&
A. Fixed telephony
L`]k]Yj]l`][geegf^]Ylmj]kg^^ap]\l]d]h`gfq2
Notice of charge
AlYddgokl`]mk]jlgj][]an]af^gjeYlagfgfl`][gklg^Y[Ydd\mjaf_Yf\'gjYll`]]f\g^al&
Call forwarding
Al\an]jlkaf[geaf_[YddklgYfqh`gf]fmeZ]jl`Yl`YkZ]]fhj]nagmkdq[`gk]f&
Call hold
Alc]]hkY[Yddgf`gd\lgYll]f\Yfgl`]jaf[geaf_[YddYf\j]lja]n]kalY_Yaf&
Call waiting
Alfgla^a]kYfaf[geaf_[Yddlgl`]kmZk[jaZ]jo`ad]lYdcaf_$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\]fla^a]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`][Yddak^afak`]\&
Call transfer
Al]fYZd]kYmk]jlg[gff][llogaf[geaf_[Yddk&
Notice of initiation of multiconference
AlYddgokY[geemfa[Ylagfoal`egj]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^^ap]\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_`l`akk]jna[]$l`]mk]j`]YjkYemka[Ydlmf][`gk]fZql`][gehYfq
mfladl`]gh]jYlgjgjl`]YhhjghjaYl]l]d]h`gf]]pl]fkagfYfko]jkl`Yl[Ydd&
 Billing information. L`jgm_`l`ak^]Ylmj]o]Yj]af^gje]\YZgmll`][gklg^Yk]jna[]&
Af Y\\alagf lg l`]k] ^]Ylmj]k$ l`]j] Yj] gl`]jk l`Yl Yj] kh][a^a[ ^gj IP PBXs$ af[dm\af_ l`]
^gddgoaf_2
 ;YddljYfk^]j$Zgl`afl]jfYdYf\]pl]jfYd&
 ;Ydd^gjoYj\af_o`]fl`]daf]akZmkqgjl`][YddakfglYfko]j]\&
 <gfgl\aklmjZ&
 J]egl]]pl]fkagfkgmlg^g^^a[] ^gjl]d][geeml]jkgj]ehdgq]]kg^gl`]jg^^a[]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]^alk
l`Yll`akkqkl]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!&
 Daklg^af[geaf_Yf\gml_gaf_[Yddk$oal`[gfkmehlagf_jYh`a[k&
 9mlgeYla[\]l][lagfg^af[geaf_^Yp]k&
 Im]maf_g^af[geaf_[Yddk ^mf[lagf^gj[Ydd[]flj]k!&
 J][gj\af_g^af[geaf_Yf\gml_gaf_[Yddk ^mf[lagf^gj[Ydd[]flj]k!&
 Na\]g[gf^]j]f[af_$o`a[`Yddgoklg[Yjjqgml[gfn]jkYlagfkYf\k]]loggjegj]h]ghd]
dg[Yl]\af\a^^]j]fl_]g_jYh`a[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][a^a[ model Yf\ l`]
service provider l]d]h`gf][gehYfq!&L`]egkl[geegfYj]2
 Length of calls:Zgl`af[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^^$gmlg^[gn]jY_]gjZmkq$l`ak^]Ylmj]oaddfgla^qmkl`]
af[geaf_[Yddkl`Ylo]`Yn]j][]an]\Zml`Yn]fÍlYfko]j]\&L`akfgla[]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\]afo`a[`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:l`akl][`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+? l`aj\_]f]jY%
lagf!l]jeafYdk&
 3G.9ZZj]naYlagf^gjl`aj\_]f]%
jYlagf& K]jna[]k j]dYl]\ lg l`aj\
_]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[]^ad]k$kgf_k$]l[&
 Video calling: qgm[Yfk]]qgmjafl]jdg[mlgjafqgmjl]jeafYdk[j]]fYkqgmkh]Yc&
 Downloads: qgm[Yfh]j^gjed]_Yd\gofdgY\kg^emka[$na\]gk$hjg_jYek$Yf\kggf&
 Email: qgm[Yfk]f\Yf\j][]an]]%eYadkgfqgmjl]jeafYd$Zml^ajklqgmemkl[gf^a_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` ^ap]\ 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\[gklkg^]n]jq[Ydd$\ak[gmflhdYfk$Yf\kggf&
 Consumption control: a^j]im]kl]\$l`akk]jna[]k]f\kYfYd]jllgl`]mk]jo`]fYkh][a^a[
Zaddaf_daeal`YkZ]]f]p[]]\]\&
 Flat fee:ale]Yfkl`Ylo]hYqY^ap]\Yegmflafl`]Zaddaf_h]jag\$j]_Yj\d]kkg^l`]Yegmfl
Yf\ \mjYlagf g^ [Yddk& Al ak mkmYddq Yhhda]\ lg ^ap]\ 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!$o]emklj]^]jlgl`]k]lg^j]dYlagfk`ahkoal`kmhhda]jk$]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 o`a[`$ 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]l`af_
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): l`ak [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[]oal`afE%;gee]j[]2
– Mobile-ticketing: Y[mklge]j[Yfgj\]j$hYq^gj$gZlYafYf\[gf^ajela[c]lk^jgeYfq%
o`]j]Yf\Yfqlae]oal`YegZad]\]na[]&
– Mobile-banking:alakl`]mk]g^egZad]\]na[]k^gjljYfkY[lagfk$hYqe]flkgjYfqgl`]j
caf\g^gh]jYlagfoal`Y^afYf[aYdafklalmlagf&Alakh]j^gje]\naYKEKgjgfdaf]&
– Mobile payments:alakl`][`Yj_]lg[mklge]jkl`jgm_`egZad]\]na[]k&
Case study 3. Services through mobile phone
O]f]]\lgeYc]Yl]d]h`gf]Yhhgafle]flYlY`]Ydl`[Yj]k]jna[]$o`a[`akhjgna\]\
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]hdYqko`ad]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^]joal`emka[gf`gd\&
c) Im]maf_^gjaf[geaf_[YddkYf\j][gj\af_g^af[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[gf^ajeYlagfakj]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[`a]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$l`]h`gf]`YkZ][ge]Yf]kk]flaYd]d]e]flafl`]fgjeYdda^]g^Yfq[gehYfq&
Afk][lagf*&-g^l`]hj]nagmkmfalo]klm\a]\kge]l][`faim]k^gj]klYZdak`af_]^^][lan]l]d]%
h`gf][geemfa[Ylagf^jgel`]hgaflg^na]og^l`][`Yff]d3afl`akk][lagfo]oaddk]]gl`]j
l][`faim]kfglgfdqlgY[`a]n]]^^][lan][geemfa[Ylagf$ZmlYdkglg_]f]jYl]Yhgkalan]aeY%
_]g^gmjk]dn]kYf\l`][gehYfqYf\Y[`a]n]Zmkaf]kkYf\hjg^]kkagfYd_gYdk&
9h`gf][Yddakg^l]fl`]^ajkl[gflY[ll`Ylgmjafl]jdg[mlgj`Ykoal`gmj[gehYfq$kgl`ak
[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$o][Yf\aklaf_mak`four stagesafl`]hjg[]kk2
Introduction
9ll`akklY_]$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$eqfYe]akBgk]^YEYjlŠf$^jgel`][gehYfqE]lYdhdmk$K&9&AoYfl
lglYdcoal`l`]`]Y\g^ogjck$hd]Yk]"&
Spanish assistant
9mfim]]f]klYmfa\Y\`YqnYjagk
]b]ehdgk \] ^jYk]k im] km]d]f
mladarYjk] Yd l]d†^gfg ]f af_d†k$
YimŠ la]f]k Yd_mfYk ek hYjY im]
hm]\Yk Y^jgflYj dY \a^Š[ad lYj]Y
\] [gemfa[Yjl] Y ljYn†k \] ]kl]
[YfYd2
 @]ddg$ l`ak ak EYjŠY ?mla†jj]r&
@go[YfA`]dhqgm72[gegn]%
jk$Ydhj]k]flYjfgkfg\][aegk
AYe$kafgl`akak&
 EYq A kh]Yc lg l`] @J eYfY%
_]j$ hd]Yk]72 ^ŠbYl] ]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 [ge”f
\]]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]$a^o]oYfllgafljg\m[]f]ohjg\m[lkgjk]jna[]k$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]lg`akgj`]jd]n]d$Z][Ymk]a^o]mk]l][`fa[Yd
l]jekl`]qea_`lfglmf\]jklYf\mk&
O]oaddYdkghYqkh][aYdYll]flagflg^add]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$Yko]emkl`Yn]Y[`a]n]\l`]_gYdg^
l`][YddZ]^gj]`Yf_af_mh&>gj]pYehd]$a^qgmoYfll`]afl]jdg[mlgjlg_an]qgmYf
Yhhgafle]fllgafljg\m[]qgmjhjg\m[lk$qgm[YfkYq2"A^alÍkGCoal`qgm$Ej&<ŠYr$
o][gmd\e]]lafqgmjg^^a[]f]plo]]cYf\ogmd\k`goqgmkge]kYehd]k&;gmd\
qgmeYc]algfLm]k\Yq7"&
A^qgm\gfÍlj]Y[`l`]_gYdafl`]^ajkl[Ydd$ljqlgYjjYf_]Yfgl`]jh`gf][Ydd^gjY
egj][gfn]fa]fllae]^gjl`]afl]jdg[mlgj&Afl`Yl[Yddqgmoaddj]h]Yll`]hjg[]kk&
Farewell
Al ak lae] lg ^afak` l`] [geemfa[Ylagf oal` gmj afl]jdg[mlgj& Lg kYq _gg\Zq]
hjgh]jdq$ o] emkl l`Yfc l`] afl]jdg[mlgj ^gj l`] Yll]flagf Yf\ mk] Y hgdal] k]l
]phj]kkagfkm[`Yk2"L`Yfcqgm^gjqgmjlae]$Ej&<ŠYr&@Yn]Yfa[]\Yq"&
Table 6.2. KlY_]kg^Yh`gf][Ydd&
Telephone communication
6
4.2. Rules for answering a call
Fgo$ 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`]^ajklgjk][gf\jaf_&
9fko]jhgdal]dqYf\[gmjl]gmkdq&>gj]pYehd]2"LY\YeaEm]Zd]k$_gg\
egjfaf_"$"LY\YeaEm]Zd]k$l`akakEYjŠYkh]Ycaf_$`goA[Yf`]dhqgm7"&
Kh]YcafYj]dYp]\Yf\kg^llgf]&
HYqYll]flagflgqgmj\a[lagfYf\hjgfmf[aYlagf&QgmemkllYc]kh][aYd
[Yj]a^qgm`Yn]Yn]jqkljgf_j]_agfYdY[[]fll`YleYqhj]n]flgmj
afl]jdg[mlgj^jgemf\]jklYf\af_&
Nga[]ngdme]emklYdkgZ]eg\]jYl]&
:]n]jq[Yj]^mdoal`ogj\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]\"$mfd]kk`]gjk`]l]ddkqgmfgllg\gkg&
A^o]cfgol`YlaloaddlYc]Ydgf_lae]mflado]Ykkakll`][Ydd]jgja^
l`]h]jkgf`]gjk`]oYflklglYdcakfglYnYadYZd]$alakZ]kllgaf^gje
l`][Ydd]j$Ykc`aegj`]jlg[Yddkge]gl`]jlae]gj_an]l`][`Yf[]g^
d]Ynaf_l`]fYe]Yf\'gjYe]kkY_]&
Qgmemkl_an]lae]lgkYq_gg\Zq]Yf\oYal^gjl`][Ydd]j
lg`Yf_mhZ]^gj]o]\g&
Klgho`YlqgmYj]\gaf_Yf\hYqYll]flagflgl`][Ydd&
A^qgmfgla[]l`Yll`]afl]jdg[mlgjakY^gj]a_f]j$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\[gf^a\]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_&AÍeBgk†H]\jgkY$^jgel`][gehYfq;gehd]l]
;gfkmdlaf_&EYqAkh]Ycoal`Ej&BmYf]k$hd]Yk]7"&A^o]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&
A^o]Ykc^gjYkh][a^a[h]jkgf$l`]ja_`ll`af_aklgmk]"<gf"gj"<gŽY"Z]^gj]
l`]fYe]$gj"K]Žgj"gj"K]ŽgjY"Z]^gj]l`]kmjfYe]&F]n]jmk]^Yeadq
fYe]kgjfa[cfYe]k&
A^l`]h]jkgfqgmoYfllglYdclgakfglYnYadYZd]Yll`aklae]$o]eYqYkco`Yl
lae]akZ]kllgj]Y[``aegj`]j&
A^qgm`Yn]Ydj]Y\q[gflY[l]\l`]ja_`lh]jkgf$qgmk`gmd\Ykco`]l`]jalak
_gg\lae]^gj`aegj`]jlglYdc$Ykl`akh]jkgfeYqZ]Zmkq&A^l`]afl]jdg[m%
lgj[YflYdcYll`Yllae]$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]\&
A^o]`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 `ak 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[[Ykagfafo`a[`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^^a[]
Yll`Yllae]$o]emklj]kh][ll`]
hjgh]jlae]klgkgmf\[j]\aZd]&>gj
]pYehd]2
ÉR2 "RYhYlaf]k$ K&D&$ _gg\ egj%
faf_"&
ÉE2 "?gg\ egjfaf_$ A oYfl lg
kh]Ycoal`Ej&E†f\]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_YkY^adl]j&
Acting as a filter aklgk]d][ll`gk][Yddkl`Ylo]emklhYkklggmjkmh]jagjkYegf_Ydd
l`][Yddko]j][]an]afl`][gehYfq&
L`]^adl]j^mf[lagfYdkgafngdn]kljqaf_lg^af\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^l`akh]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& L`ak 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$Zmll`]qeYqfglZ]l`]ja_`lh]jkgfklgYfko]jl`][Yddhjgh]jdq&
 A^o]\gfÍlcfgoo`]l`]jl`][Ydd]j[YfZ]Ykkakl]\gjfgl$o]oaddd]Yn]l`]callon hold
^gjYj]YkgfYZd]lae]lg^af\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][a^a[ [gn]jY_] g^ l`ak
k]jna[]$ Yf\ l`]f Yfq ]ehdgq]] emkl Z] j]Y\q lg e]]l Yfq [mklge]j Yf\'gj kmhhda]j
[gehdYafl$ o`a[` 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&L`akakZ]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]jql`af_[gjj][ldq$o]eYqYkc&L`akoaddYdkg`]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]l`af_kl`Ylqgm[Yffglc]]h&A^o]`Yn]\gmZlkYZgml`golgkgdn]l`]kalmY%
lagf$lYc]fgl]g^]n]jql`af_qgm`Yn]lYdc]\YZgml$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&L`ak[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`]^a_mj]g^l`]eYfY_]jgjgof]j!&
Lgmk]l`ake]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&>gjl`akhmjhgk]$o]`Yn]lgk]d][ll`]
[gehYfa]kl`Ylea_`lZ]g^^]jaf_YbgZhgkalagfl`Yl^alkgmjljYafaf_Yf\]ph][lYlagfk&
Gf[]l`][gehYfa]k`Yn]Z]]fk]d][l]\$o]k`gmd\[gdd][laf^gjeYlagfYZgmll`]eYf\YZgml
l`]k][lgjklgo`a[`l`]qZ]dgf_ >a_&.&.!&
A^ hgkkaZd]$ o] k`gmd\ Ydkg gZlYaf l`] name of the person o] oYfl lg [gflY[l2 l`] `]Y\
g^ @J$ l`] `]Y\ g^ l`] \]hYjle]fl$ l`] eYfY_]j g^ l`] [gehYfq&&& 9fgl`]j mk]^md
l][`faim]aklg^af\YhgkkaZd][gflY[loal`afl`][gehYfqo`g[Yfgh]f\ggjko`]fo][Ydd&
O]emklhj]hYj]o`Ylo]oYfllg[geemfa[Yl]$kgl`Yll`]j]akfgl`af_d]^llge]flagf
Y^l]jl`][Ydd&Lg\gl`ak$alakY\nakYZd]lg`Yn]gmjhjg^]kkagfYdYf\Y[Y\]ea[hjg^ad]YnYadYZd]$
Yddgoaf_mklgYfko]jYfqim]klagfkl`Ylo]ea_`lZ]Ykc]\\mjaf_l`][Ydd&
>afYddq$o]emklZ]Yjafeaf\l`]ultimate goal2lggZlYafYfafl]jna]ogjlg^af\gmll`]
fYe]g^l`]h]jkgfo][Yfk]f\gmjojall]faf^gjeYlagf ;N$[gn]jd]ll]j&&&!&
Fig. 6.6. :]^gj][Yddaf_l`][gehYfq
g^^]jaf_l`]hgkalagf$o]k`gmd\Z]
af^gje]\YZgmlalYkem[`Yko][Yf&
Nakalaf_alko]Zkal]eYqZ]j]Yddqmk]^md&
B. Calling process
Gf[]hj]hYj]\$o]k`gmd\eYc]kmj]a^o]Yj][Yddaf_YlYfappropriate time3l`mk$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]kg^afl]j]kll`Yll`]q`Yn]hjgna\]\&
C]]hafeaf\l`Yll`][YddeYqZ]afalaYddqYfko]j]\ZqYf]ehdgq]]l`YloaddY[lYkY^adl]j$kg
o]emklZ]hj]hYj]\lghYkkl`ak^adl]jYf\lgafkakl&Afl`]]n]fll`Yll`]h]jkgfqgmoYfllg
lYdclgakfglYnYadYZd]$Ykco`Yllae]ak_gg\lgdg[Yl]Yf\lYdclg`aegj`]j&
C. Reaching the goal
A^o]`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$af\a[Ylaf_l`]hgkalagfgjl`]j]khgfkaZd]
h]jkgfo]oYfllglYdclg&
Table 6.5. C]qklg_an]Y_gg\aehj]kkagfgn]jl`]h`gf]&
>afYddq$a^o]`Yn]YfYhhgafle]fl^gjYfafl]jna]o$o]oaddeYc]kmj]l`]\Yq$lae]Yf\h]j%
kgfo]`Yn]l`]afl]jna]ooal`$Yf\o]oaddojal]alYdd\goflgj]e]eZ]jal&
123
6
Telephone communication
Case study 4. How to establish telephone contact with someone
BmdaY EYjlŠf ogjck ^gj Y [gehYfq l`Yl k]ddk g^^a[] kmhhda]k$
;Yh]jhdmk`&K`]oYflklgafljg\m[]l`]k]hjg\m[lklgl`]j]k%
hgfkaZd]h]jkgf^gjhmj[`Ykaf_g^^a[]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$_gg\egjfaf_&L`akakEYjŠYDh]rkh]Ycaf_&@go
A[Yf`]dh7
ÉCaperplush (C): ?gg\egjfaf_&EqfYe]akBmdaYEYjlŠf$^jgel`][gehYfq;Yh]jhdmk`&
EYqAkh]Ycoal`l`]h]jkgfj]khgfkaZd]^gjhmj[`Ykaf_g^^a[]kmhhda]k$hd]Yk]7
ÉR: @gd\gfYk][gf\$hd]Yk]&AÍdd[`][ca^`]Ík
YnYadYZd]& HYmk]!
ÉR: Ej&?e]rakfglYnYadYZd]Yll`aklae]&<gqgmoYfllgd]Yn]
Ye]kkY_]7
ÉC:Q]k$hd]Yk]&L]dd`aeBmdaYEYjlŠf[Ydd]\$^jgel`][gehYfq
<=N=DGHE=FL
ÉR: Ek&EYjlŠf$AÍddhmlqgml`jgm_`lgEj&?e]r&
ÉC: L`Yfcqgm&
;Yh]jhdmk`$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_$Ej&?e]r&EqfYe]akBmdaYEYjlŠf$^jge
l`][gehYfq;Yh]jhdmk`&Eq[gehYfqk]ddkg^^a[]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]jqkYlak^a]\oal`gmj[mjj]flhjgna\]jYf\
ÉG:L`akakfÍlj]YddqY_gg\lae]lglYdc&O]Yj]
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o]]ck7;gmd\qgmeYc]algfLm]k\Yq)17
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Yj]eYfm^Y[lmj]jkYf\\gfÍlogjcoal`afl]je]\aYja]k&
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ÉC: Q]k$o]`Yn]lo]flqq]Yjkg^]ph]ja]f[]afl`]k][lgj&<gqgm
l`afco][gmd\e]]ll`ako]]c7;gmd\qgmeYc]algfL`mjk\Yq7
ÉG: Q]k$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&
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[Ydd&
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Yfa[]\Yq&
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Activities
12. <ana\] l`] [dYkk af hYajk Yf\ hj]hYj] l`] ^gddgoaf_
kalmYlagfk&>gjkge]kalmYlagfkqgm[YfYkcYl`aj\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^gjl`ak[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?mla†jj]rgofkYj]hYajk`gh&BmYfakj]khgfkaZd]
^gjY[[gmflaf_Yf\Ydkg`Yf\d]kh`gf][Yddk&9d^j]\gDh]r
akYqgmf_eYfk]Yj[`af_^gj`ak^ajklbgZYkYe][`Yfa[3`]
`YkeY\]Yl`j]]%egfl`ljYafaf_h]jag\afYfgl`]jj]hYaj
k`ghYf\`Ykklm\a]\Y[gmjk]gfn]`a[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 `aj]
alkk]jna[]k&Klm\]fl:akj]khgfkaZd]^gjl`]hjgnakagf
g^l`]k]k]jna[]kafl`][gehYfqYf\akn]jqkYlak^a]\
oal`l`]k]jna[]g^l`][gehYfql`]q`Yn]ja_`lfgo&
124
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Telephone communication
6
5. Telemarketing
TelemarketingakYeYjc]laf_Y[lagfafo`a[`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!$Yegf_gl`]jl`af_k&
L]d]eYjc]laf_alk]d^akfglY[gehj]`]fkan]kYd]kkljYl]_q$but a sales orsupporting method
^gj l`] [gehYfq oal`af alk gn]jYdd kYd]k kljYl]_q$ Yf\ al `Yk kh][a^a[ [`YjY[l]jakla[k& L`mk$
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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]\Zql`aklggdYj]2^ajkldq$YkYe]Yfkg^[geemfa[Ylagf$Yf\k]%
[gf\dq$YkYeYjc]laf_[`Yff]d&
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\]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_!$a^l`Ylakl`]
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5.1. Telemarketing applications
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 Commercial applications. L`]aj _gYd ak lg eYc] Y kYd]$ ]al`]j \mjaf_ l`] [Ydd alk]d^ gj
YjjYf_af_YfYhhgafle]fllgeYc]l`YlkYd]&=pYehd]kg^km[`Yhhda[YlagfkYj]2
– Dg[Ylaf_hgl]flaYd[mklge]jk&
– 9jjYf_af_afl]jna]ok^gjl`]kYd]kl]Ye&
– C]]haf_ljY[cg^hj]nagmk[gflY[lk&>gj]pYehd]$lg[gf^ajel`]afl]j]klk`gofafYhj]%
nagmk[Ydd$lgk]ddgjlg[gf^ajeYfgj\]j&
– L]d]k`ghhaf_&L`YlaklgkYq$[dgkaf_l`]kYd]g^Yhjg\m[lgjk]jna[]afl`]n]jqY[lg^
l`][Ydd&
– ?]f]jYlaf_f]okYd]kg^Yhjg\m[ll`Yl`YkZ]]fhj]nagmkdqhmj[`Yk]\gjk]ddYfgl`]j
j]dYl]\hjg\m[llgl`]kYe][mklge]j&
– J]f]oaf_kmZk[jahlagfklgk]jna[]k$hmZda[Ylagfk$]l[&
– ;geemfa[Ylaf_f]og^^]jkYf\[mklgeg^^]jk&
– 9lljY[laf_f]o[mklge]jkgjj][gn]j^gje]jgf]k&
– J]Y[lanYlaf_"kad]fl"[mklge]jk$l`YlaklgkYq$lgogjcY_YafgfafY[lan]mk]jY[[gmflk&
 Marketing applications. L`]aj eYaf gZb][lan] ak lg _Yl`]j af^gjeYlagf gf Y[lmYd gj
hgl]flaYd[mklge]jk&L`]ajf]]\k$[mklgek$ljY\alagfk$a\]gdg_a]k&&&L`aklqh]g^l]d]eYjc]%
laf_\g]kfÍl`Yn]Y[d]YjkYd]khmjhgk]&L`]k]Yhhda[YlagfkYj]2
– ;gf\m[laf_[mklge]jkYlak^Y[lagfkmjn]qk&
Important
L`]j] Yj] log \a^^]j]fl Y[lanala]k
oal`af l]d]eYjc]laf_$ \]h]f\af_
gfl`]\aj][lagfg^[Yddk2
 Af outbound telemarketing
l`][gehYfq_]lkaflgm[`oal`
[mklge]jk gj hgl]flaYd [mklg%
e]jkY[[gj\af_lgY[gflY[lk\Y%
lYZYk]l`Yl`YkZ]]fhj]nagmkdq
\]n]dgh]\&
 Af inbound telemarketing l`]
[gehYfq j][]an]k [Yddk ^jge
[mklge]jk gj hgl]flaYd [mk%
lge]jk& L`]k] [gflY[lk j]kmdl
^jge Y hj]nagmk Y[lagf g^ l`]
[gehYfq& >gj ]pYehd]$ Y [ge%
hYfq dYmf[`]k Y f]okhYh]j$
]%eYad gj KEK [YehYa_f$ af
o`a[` al afnal]k [mklge]jk lg
[Yddafgj\]jlggZlYafkge]hjg%
\m[lgjk]jna[]afj]lmjf&
Vocabulary
 Upgrading. ?]f]jYlaf_Yfgl`]j
hmj[`Yk]g^l`]kYe]hjg\m[l&
 Cross-selling. EYc] l`] kYd]
g^ Y hjg\m[l l`Yl ak j]dYl]\ lg
Yfgl`]j l`Yl l`] [mklge]j `Yk
hj]nagmkdqhmj[`Yk]\&
 Follow-up. C]]haf_ ljY[c g^
[gee]j[aYd g^^]jk l`Yl `Yn]
Z]]f hj]nagmkdq hjgna\]\ Zq
hgklYdeYad$]%eYadgjnakal&
– ;j]Ylaf_gjmh\Ylaf_[mklge]j\YlYZYk]k$o`]l`]jj]Ydgjhgl]flaYd&
125
6
Telephone communication
– EYjc]l j]k]Yj[`& L`ak k][lagf af[dm\]k emdlahd] Yhhda[Ylagfk2 kmjn]qk gf [gfkmehlagf
`YZalk$gfZjYf\YoYj]f]kkgjhgkalagfaf_Yf\gfaee]\aYl]j]khgfk]lgYfY\n]jlakaf_
[YehYa_f$Yegf_gl`]jk&
– DYmf[`af_Yf\c]]haf_dgqYdlqhjg_jYek&
– ;mklge]jk]jna[][]flj]k&
– Kmjn]qkgfnglaf_afl]flagfk&
5.2. Advantages and disadvantages of telemarketing
Dac]gl`]jY\n]jlakaf_lggdk$l]d]eYjc]laf_`Yk[]jlYafY\nYflY_]kZmlYdkgkge]\akY\nYflY%
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afgmjZmkaf]kkkljYl]_q&
Advantages
Disadvantages
L`]j] ak Y \aj][l Yf\ aee]\aYl] [gflY[l oal` l`] Y[lmYd gj hgl]f%
laYd [mklge]j& :q ]klYZdak`af_ Y ^]]\ZY[c [`Yff]d o] eYq cfgo l`]
[mklge]j im]klagfk Yf\ [dYja^q Yfq \gmZlk gf l`] khgl$ hj]n]fl%
af_ hgl]flaYd mf[]jlYaflq af l`] hmj[`Yk] \][akagf Yf\ ]f[gmjY_af_
l`]^afYdhmj[`Yk]&
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emklZ]YoYj]g^Yddl`]j][gee]f\Ylagfko]`Yn]e]flagf]\YZgn]af
l`]hjg[]kkg^l]d]h`gf][geemfa[Ylagf&
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lae]Yf\ljYn]d[gklk&
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O][Yfc]]haflgm[`oal`[mklge]jk]n]fo`]fo][Yffglnakall`]e
h]jkgfYddq&
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Y[[]hlYf[]&
A^gmj[gehYfq`Ykfg\YlYZYk]g^hgl]flaYd[gflY[lk$l`]Y[imakalagfgj
[j]Ylagfg^Y[mklge\YlYZYk]akn]jq]ph]fkan]&A^o]ZmqYf]paklaf_
\YlYZYk]$eYfq[gflY[lkea_`lfgleYl[`gmjhgl]flaYd[mklge]jk&9f\a^
gmj[gehYfqYdj]Y\q`Ykgf]$o]emkl[gfka\]jl`][gklkg^eYaflYafaf_
Yf\mh\Ylaf_alkgl`Yl[YfZ]]^^][lan]Yf\mk]^md&
L`aklggdakg^l]fj]_Yj\]\YkYfafljmkagf$Yf\eYfq[gehYfa]k\gfÍl
eYc]Yhjgh]jmk]g^al3l`mk$l`aklqh]g^[geemfa[Ylagf`YkZ][ge]Y
fmakYf[]lgeYfqh`gf]mk]jk$o`gj]b][lYfql]d]eYjc]laf_Y[lagfYk
kggfYkl`]qcfgol`]hmjhgk]g^l`][Ydd&
Table 6.6. 9\nYflY_]kYf\\akY\nYflY_]kg^l]d]eYjc]laf_&
5.3. Skills to develop a telemarketing professional
LgeYc]Ykm[[]kk^mdl]d]eYjc]laf_[YehYa_fo]emkl[gfka\]j three aspects2
1.L`] contact file or database of potential customers emkl Z] hjgh]jdq mh\Yl]\ Yf\
[gfkakl]floal`l`]gZb][lan]kg^l`]k]jna[]gj[YehYa_f&>gj]pYehd]$a^o]oYfllgg^^]j
YfAfl]jf]l[gff][lagfnaYghla[Yd^aZ]j$al\g]kfÍleYc]em[`k]fk]lg`Yn][gflY[lkafgmj
\YlYZYk]o`gYdj]Y\q`Yn]l`aklqh]g^[gff][lagfgjo`gdan]afYj]Yko`]j]l`aklqh]g^
[gff][lagfakfglhgkkaZd]&
2.O]emkl`Yn]l`]appropriate technical and technological means&>gj]pYehd]$a^o]
oYfllgeYc]^an]l`gmkYf\[gflY[lkY\Yqo]`Yn]lg[Yd[mdYl]`goeYfqh`gf]daf]k
o]oaddmk]$`goeYfq[gehml]jk$o`Ylakl`]ima[c]kloYqlg^addafl`]^gjek$Yf\kggf&
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126
3.>afYddq$o]emkl`Yn]Ykm^^a[a]flworkforcel`YlakljYaf]\Yf\kcadd]\]fgm_`lge]]l
l`] gZb][lan]k& >gj ]pYehd]$ a^ o] oYfl lg ]pl]f\ gmj kYd]k f]logjc$ o] emkl `Yn]
l]YeYnYadYZd]lgegn]lgl`][da]flÍkg^^a[]lg[dgk]l`]kYd]a^f][]kkYjq&>mjl`]jegj]$
o`]fl`]l]d]eYjc]laf_l]YeakdYj_]$gjafeYkkan][YehYa_fk$o]emkl`aj]Ykmh]jnakgj
^gj ]n]jq ]a_`l gj l]f ogjc]jk lg egfalgj Zgl` imYflalYlan] ^gj ]pYehd]$ l`] fmeZ]j
g^ [Yddk! Yf\ imYdalYlan] Ykh][lk ^gj ]pYehd]$ a^ h`gf] YkkaklYf[] ak Z]af_ hgdal]$
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Telephone communication
6
D]lÍk`Yn]YdggcYll`]klY_]kl`Ylo]emkl^gddgo2
Before the call
 O]oadd[Yj]^mddqprepare it2o]emkll]klgmjnga[]lgf]$l`]ogj\kl`Ylo]oaddmk]lgkYq
`]ddggj_gg\Zq]$Yf\]n]f`golgj]Y[llgkalmYlagfkg^j]b][lagfgjn]jZYdY__j]kkan]f]kk
Zql`]afl]jdg[mlgj&
 O]emklbelieve in our work&A^o]k]ddYhjg\m[l$o]Z]da]n]afalkimYdalq$Yf\a^o]ogjc
af[mklge]jk]jna[]$o]emkloYfllg`]dhl`gk]o`g[Ydd&
During the call
Aspects of non-verbal communication
Aspects of verbal communication
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9doYqkmk]hjgh]jYf\hgdal]dYf_mY_]&
;`][cqgmjnga[]ngdme]&Mk]YfYn]jY_]lgf]gjjYak]albmklYZal
a^l`][Ydd]j\g]kfÍl`]Yjqgmhjgh]jdq&
Kh]YckdgodqYf\[d]Yjdqkgl`Yll`][Ydd]j[Yfmf\]jklYf\qgm&
EYaflYafYfmhja_`lZg\qhgkalagf$Ycaf\_]klmj]Yf\]n]fYkead]$
Ykl`]Yllalm\]akYdkgh]j[]an]\l`jgm_`l`]nga[]&
O`]f_j]]laf_$YdoYqke]flagfqgmjfYe]Yf\l`][gehYfqqgmogjc^gj&A^o]
Yj][Yddaf_$o]oaddYdkg]phdYafgmjhmjhgk]&
Kh]Ycoal`[gf^a\]f[]Yf\hjg^]kkagfYdakekgl`Yll`][Ydd]j[Yf
Ydkg^]]dkY^]&
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<mjaf_l`][gfn]jkYlagfYdoYqkljqlgc]]h]n]jql`af_mf\]j[gfljgd&>gj]pYehd]$
mk]im]klagfklg_ma\]l`][gfn]jkYlagf&
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caf_a^`]gjk`]mf\]jklYf\kqgmj]phdYfYlagfk&
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afl]jjmhlaf_mfladl`]]f\g^
`akgj`]j]phdYfYlagf&
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l`] [Ydd]j ^gj l`]aj Yll]flagf Z]^gj] ]f\af_ l`]
[geemfa[Ylagf&
9doYqkoYal^gjl`][Ydd]jlg`Yf_mh&
Table 6.7. 9kh][lkg^n]jZYdYf\fgf%n]jZYd[geemfa[YlagflgZ][gfka\]j]\\mjaf_l`][Ydd&
After the call
 A^l`][YddoYkkm[[]kk^md$o]oaddj]na]ol`]c]qhgaflkg^l`][gfn]jkYlagf2`goo]c]hl
]n]jql`af_mf\]j[gfljgd$l`]kljYl]_ql`Ylo]mk]\lgYnga\Yf]_Ylan]j]khgfk]$Yf\kg
gf&L`]k]hgaflkoaddZ]YfYdqk]\Yf\mk]\^gj^mlmj][Yddk&
 A^ l`] [gfn]jkYlagf oYk fgl km[[]kk^md$ o] oadd j]na]o gmj o]Yc hgaflk Yf\ Ykk]kk gmj
eaklYc]klgYnga\eYcaf_l`]eY_Yaf&
 A^l`][Ydd]jYdoYqk_an]kl`]kYe]]p[mk]k$\gmZlkgjgZb][lagfklgYim]klagfgjYZgmlY
^]Ylmj]g^l`]hjg\m[lgjk]jna[]o]g^^]j$o]emkl[`Yf_]gmjYj_me]flkgjfgla^qgmj
kmh]jnakgj$Z][Ymk]l`]j]ea_`lZ]YeaklYc]afl`]hdYffaf_g^l`][YehYa_fgjk]jna[]&
Activities
14. <ana\]l`][dYkkafhYajkYf\hj]hYj]l`]^gddgoaf_l]d]eYjc]laf_[YehYa_fk&L`]f
h]j^gjel`]emkaf_qgmj[dYkkeYl]kYkj]Ydgjhgl]flaYd[mklge]jk&
a) Outbound. Qgmogjc^gjYfYlmjYd_Yk[gehYfq&QgmÍj]_gaf_lg[Yddqgmj[mjj]fl
[mklge]jklgh]jkmY\]l`]elgYdkg`aj]`gmk]`gd\]d][lja[alq&Hj]hYj]l`]Zmkaf]kk
kljYl]_qafl]jekg^2[mklge]jZ]f]^alk$Y\nYflY_]kg^`Ynaf_Ykaf_d]kmhhda]j&&&
QgmemklZ]j]Y\qlgYfko]jYfqim]klagfkl`YleYqYjak]&
b) Inbound. Qgmogjc^gjY[gehYfql`Ylk]ddkZj]Yc^Ykl[]j]YdYf\qgm`Yn]k]lYh`gf]
daf]^gj[mklge]jklg[YddYf\Ykcl`]im]klagfkl`]q`Yn]YZgmll`]f]ojYf_]g^
[]j]Yd2^aZ]jYf\n]_]lYZd]k$hm^^]\ja[]oal`[`]]k]Yf\j]\%oaf]%^dYngmj]\[gjf^dYc]k&
<]n]dghl`]^]Ylmj]kg^]Y[`hjg\m[l$km[`YkfmljalagfYdnYdm]k$hgkkaZd][gmfl]j%
af\a[Ylagfk$]l[&QgmemklZ]j]Y\qlgYfko]jYfqim]klagfkl`Yl[mklge]jkeYqYkc&
127
6
Telephone communication
Case study 5. Telemarketing calls
L`]F?GFaŽgk]f]dEmf\gakh]j^gjeaf_YfY[lagflgYlljY[l
f]oe]eZ]jkl`jgm_`Yl]d]eYjc]laf_[YehYa_f&EYjŠYDdghak
akgf]g^l`]l]d]h`gf]gh]jYlgjkogjcaf_afl`ak[YehYa_f3k`]
dac]k`]jbgZYf\h]j^gjekaloal`caf\f]kkYf\hjg^]kkagfYdake&
D]lÍk `Yn] Y dggc Yl l`] ^gddgoaf_ l]d]h`gf] [gfn]jkYlagf
Z]lo]]fEYjŠYYf\Yhgl]flaYde]eZ]j&HYqYll]flagflgl`]
^ja]f\dqYf\_]fld]lgf]g^EYjŠY$lgl`]cfgod]\_]k`]`Yk
YZgml l`] F?G k`] j]hj]k]flk Yf\ lg l`] mk] g^ im]klagfk
lgc]]hl`][gfn]jkYlagfmf\]j[gfljgd&
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[gmd\Z]Ynga\]\oal`YkeYdd[gfljaZmlagfg^]Y[`gf]g^mk7
ÉP2O]dd$A\a\fÍlcfgol`Yl&
ÉED2 Gmj F?G$ FaŽgk ]f ]d Emf\g$ `Yk ogjc]\ ^gj gn]j
lo]flqq]Yjkoal`[geemfala]kafl`aj\ogjd\[gmflja]klg
\]n]dghk]d^%km^^a[a]f[qhjgb][lk^gjl`]k][geemfala]k$kg
l`Yll`]q[Yfkmhhdql`]ek]dn]kYf\]jY\a[Yl]l`akhjgZd]e&
<gfÍlqgml`afcl`akakYn]jqaehgjlYflbgZ7
ÉP2G^[gmjk]A\g&
ÉED2Alak&:mlo]f]]\h]ghd]dac]qgm$Ej&>]jff\]r$lg`]dh
mk \]n]dgh l`]k] hjgb][lk& Egj] Yf\ egj] e]eZ]jk Yj]
bgafaf_gmjF?G$Z][Ymk]oal`gfdqÓ)(h]jegfl`$fglY
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kmj]qgmoYfllg`]dhmkoal`l`ak&
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ÉED2L`Yfcqgm$Bgk†&Ogmd\qgmZ]kgcaf\lg_an]e]qgmj
Y\\j]kkYf\qgmjA<[Yj\fmeZ]j7
ÉP2Q]k$Adan]afÁ
ÉED2L`Yfcqgmn]jqem[`&FgoAf]]\qgmjZYfcY[[gmfl
fmeZ]j&LYc]qgmjlae]$AÍddZ]`gd\af_gf&
ÉP2@]j]alak&LYc]fgl]Á
ÉED2L`Yfcqgmn]jqem[`^gjqgmjlae]$Bgk†&AfY^]o\Yqk
qgmoaddj][]an]qgmje]eZ]jk`ahZqhgklYdeYad&Oal`l`ak
Y[lagfqgmYj]`]dhaf_mkkYn]eYfqdan]k&
ÉP2L`Yfcqgm&
ÉED2@Yn]Yfa[]\Yq&
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Activities
15. ?an] ^an] ]paklaf_ ]pYehd]k g^ h`gf] fmeZ]jk g^ afZgmf\ l]d]eYjc]laf_& K]Yj[`
l`]o]Za^qgmf]]\al&
16. Af hYajk$ l`afc g^ l`j]] ]pYehd]k g^ [gee]j[aYd Yhhda[Ylagfk$ Yf\ gl`]j l`j]]
]pYehd]k g^ eYjc]laf_ Yhhda[Ylagfk& Gf[] dakl]\$ ]phdYaf l`] j]Ykgfk o`q l`]k]
h`gf]kYj]af[dm\]\af]al`]j_jgmh&
17. OgjcafhYajkYf\h]j^gjel`]^gddgoaf_l]d]eYjc]laf_[gfn]jkYlagfk&O`]fhj]%
hYjaf_l`][gfn]jkYlagfk$j]e]eZ]jl`Yll`]l]d]eYjc]l]jemklcfgol`]hjg\m[l
gjk]jna[]$kgqgmoadd`Yn]lghjgna\]l`]hjg\m[lgjk]na[]oal``aklgjq$[`YjY[l]%
jakla[k$Y\nYflY_]k^gjl`][gfkme]j$Yf\kggf&9ha][]g^l`]l]]l`af_jaf_<a]fla%
lgk*(((_glklm[cafl`]egml`g^Y)(%egfl`gd\ZYZq&L`]lgq[gehYfqj]Y[lkZq
oal`\jYoaf_l`]hjg\m[l^jgel`]k`ghk3l`]faleYc]kYfY\n]jlakaf_[YehYa_f
oYjfaf_[gfkme]jkg^l`]\Yf_]jYf\afnalaf_l`]elgj]lmjfl`]l]]l`]j&AlYdkg
hjgna\]k[gfkme]jkoal`Yh`gf]fmeZ]jlgkgdn]Yfq\gmZlk&
a) Klm\]fl9akYogjja]\^Yl`]jgjegl`]jo`g\g]kfÍlmf\]jklYf\l`][gehgkalagf
g^YZYZq^gg\bYjl`Yl`Ykbmkl_an]flg`akgj`]jkgf$o`gakYdd]j_a[lgdY[lgk]&
@]gjk`]YdkgoYflklg[gf^ajel`]hjg\m[lagfhjg[]kk&Klm\]fl:akhYjlg^l`]
l]d]eYjc]laf_[gehYfq:]Z]kYfgl]Yf\emklYfko]jl`]k]im]klagfk&
b) Klm\]fl 9 Z]dgf_k lg l`] l]Ye g^ Y l]d]eYjc]laf_ [YehYa_f g^ l`] [gehYfq
>gg\=phj]kk$Yae]\Yl`ge]\]dan]jqk]jna[]g^^gg\&L`][gehYfqoYflklgk]l
mhafl`][alqg^;\ar$Zml^ajklaloaddh]j^gjeYkmjn]qg^hgl]flaYd[mklge]jklg
Ykk]kkl`]Y[[]hlYf[]&Klm\]fl:akYqgmf_ZY[`]dgj$Y_]\+($o`gogjck^mdd%
lae]2l`]a\]Yd[gfkme]jg^>gg\=phj]kke]fmk&
128
Telephone communication
6
Summar y
Telephone
communication
Importance of telephone communication within the company.
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. 9^ap]\h`gf]ak2
a) 9egZad]\]na[]&
b) 9hgjlYZd]\]na[]&
d) ?j]]laf_$\]n]dghe]fl$[dgkmj]Yf\^Yj]o]dd&
9. O`a[`akl`]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. O`a[`g^l`]k]klYl]e]flkakfglljm]7
a) O][Yfmk]"l”"oal`l`]afl]jdg[mlgja^`]gjk`]_an]k
mkh]jeakkagf&
a) K]f\k[Yddkl`jgm_`hY[c]l\YlY&
b) A^l`]afl]jdg[mlgjakY^gj]a_f]j$o]emklkh]Yckdgodq
Yf\[d]Yjdq&
b) Mk]kAHl]d]h`gf]l]jeafYdk&
c) O]emklYfko]jl`]h`gf]Z]^gj]l`]l`aj\jaf_&
c) K]f\k\YlYgn]jYf]logjc ^gj]pYehd]$Afl]jf]l!&
d) L`]afl]jdg[mlgjemkl`Yf_mhZ]^gj]o]\g&
3. 9fAHH:P2
d) 9ddg^l`]YZgn]&
4. L`]^ajklegZad]h`gf]oYkY2
a) EglgjgdY&
b) FgcaY&
c) KYekmf_&
d) Fgf]g^l`]YZgn]&
5. L`]H]jkgfYd<a_alYd9kkaklYflak2
a) 9keYjlh`gf]&
b) 9lqh]g^AHh`gf]&
c) 9H<9&
d) 9ddg^l`]YZgn]&
6. Oal`YKeYjlh`gf]qgm[Yffgl2
a) K]f\Yf]eYad&
b) EYc]Yna\]g[Ydd&
c) HdYqemka[&
d) Fgf]g^l`]YZgn]&
7. O`]fYmk]jj][]an]kaf^gjeYlagfgfl`][gklg^Y[Ydd$l`ak
k]jna[]ak2
a) ;Ydd^gjoYj\af_&
b) ;gehd]l]\[Ydd&
c) J][Ydd&
d) Fgla[]g^[`Yj_]&
8. O`YlYj]l`]klY_]kg^Yh`gf][Ydd7
a) Afljg\m[lagf$\]n]dghe]fl$[dgkmj]Yf\^Yj]o]dd&
b) ?j]]laf_$hj]k]flYlagf$\]n]dghe]flYf\^Yj]o]dd&
130
c) Hj]k]flYlagf$\]n]dghe]flYf\[dgkmj]&
11. O`a[`akl`]Z]kloYqlgafljg\m[]gf]k]d^7
a) ?gg\egjfaf_$eqfYe]akBmYfH]d]r&EYqAlYdclg
Lalg$hd]Yk]7
b) @]ddg$eYqAlYdclgBYna]j;YkYj]k$^jgel`];gfljY[lk
<]hYjle]fl$hd]Yk]7
c) ?gg\ Y^l]jfggf$ eq fYe] ak F]j]Y L]jf$ ^jge l`]
[gehYfq EYj[gdY& EYq A kh]Yc oal` Ej& ?mla†jj]r$
hd]Yk]7
d) ?gg\Y^l]jfggf$eYqA`Yn]l`]eYfY_]j$hd]Yk]7
12. O`a[`g^l`]k]klYl]e]flkj]_Yj\af_l]d]eYjc]laf_akfgl
ljm]7
a) L`]l]Yel`YleYc]kl]d]eYjc]laf_[YehYa_fkk`gmd\
j][]an]kh][a^a[ljYafaf_&
b) L`][mklge]j\YlYZYk]kYj]j]nak]\o`ad]l`][YehYa_f
ak[gf\m[l]\&
c) L]d]eYjc]laf_Yddgok[gflY[loal`[mklge]jkafj]egl]
Yj]Yk&
d) 9 _gg\ l]d]eYjc]l]j k`gmd\ hjY[la[] Z]^gj] eYcaf_
[Yddk&
13. O`a[`g^l`]k]klYl]e]flkj]_Yj\af_l`]\]n]dghe]flg^Y
l]d]eYjc]laf_[Yddakfglljm]7
a) Qgmemklc]]hYfmhja_`lZg\qhgkalagfo`]fqgmlYdc
gfl`]h`gf]&
b) QgmemkleYaflYafl`][gfn]jkYlagfmf\]j[gfljgd$^gj
]pYehd]$mkaf_im]klagfklgd]Y\l`]afl]jdg[mlgj&
c) Qgmemklkh]Ycoal`[gf^a\]f[]Yf\hjg^]kkagfYdake&
d) 9l l`] ]f\ g^ l`] [Ydd qgm emkl Yhgdg_ak] ^gj `Ynaf_
oYkl]\l`]afl]jdg[mlgjÍklae]&
Telephone communication
6
Ch ec k your lear ning
Assess the importance of telephone communication within
the company
19. EYl[`l`][gf[]hlkafl`]k]log[gdmefk2
:*:
1. =phdYafafqgmjgofogj\ko`ql]d]h`gf][geemfa[Ylagf
akaehgjlYfl^gjl`][gehYfq&
EgZad]la[c]laf_
Phone media that are currently used
2. Dakll`][dYkka^a[Ylagfg^]paklaf_l]d]h`gfqe]\aY&
E%;gee]j[]
:mkaf]kklg?gn]jfe]fl
3. O`Ylcaf\g^oajaf_f]logjcakmk]\lg[gff][l^ap]\l]d]%
h`gfq]imahe]fl7
:*=
E%:mkaf]kk
4. O`Ylakl`]^mf[lagfg^l`][dYkka[l]d]h`gf]]p[`Yf_]7
EgZad]hYqe]flk
5. Af\a[Yl]o`Yllqh]g^H:Pakmk]\afegkl[gehYfa]klg\Yq&
6. O`Ylcaf\g^f]logjc\gAHh`gf]kmk]lg[gff][l7
7. <]^af]2
Making and receiving effective corporate calls
a) 9fAHH:P&
b) 9[Ydd[]flj]&
c) 9[gflY[l[]flj]&
8. Lg\YqegZad]h`gf]kYj]g^loglqh]k$o`a[`Yj]Á
Most common features of fixed and mobile devices and PBXs
9. Daklkge]g^l`]k]jna[]kg^^]j]\ZqegZad]l]d]h`gfq&
10. E]flagfl`j]]^]Ylmj]kl`Yl^ap]\l]d]h`gfqmkmYddqg^^]jk&
20. =phdYaf oal` qgmj gof ogj\k l`] \a^^]j]fl klY_]k g^ Y
h`gf][YddYf\_an]]pYehd]kg^]Y[`&
21. AeY_af] l`Yl qgm `Yn] ^afak`]\ qgmj Ng[YlagfYd LjYa%
faf_Yf\l`YlqgmoYfllgklYjlYbgZk]Yj[`afqgmjYj]Y&
O`YlYj]l`]hj]nagmkkl]hkZ]^gj]klYjlaf_lg[Ydd7>af\
l`]fYe]g^l`j]][gehYfa]kafqgmjYj]YYf\ljqlg^af\l`]
fYe]g^l`]h]jkgfj]khgfkaZd]^gj`meYfj]kgmj[]k&
22. J]ojal]l`]^gddgoaf_[gfn]jkYlagfk^gddgoaf_l`]hYll]jfk
Yf\j][gee]f\Ylagfkl`Ylo]`Yn]klm\a]\afl`akmfal&
11. Dakl^gmj^]Ylmj]kl`YlYj]mkmYddqh]j^gje]\ZqAHH:Pk&
Conversation 1
12. A\]fla^qk]n]f^]Ylmj]kg^egZad]h`gf]k&
ÉP2?e]rq9kg[aY\gkkh]Ycaf_&
13. O`YlZaddaf_%j]dYl]\k]jna[]kYj]mkmYddqhjgna\]\gn]jl`]
h`gf]7
ÉQ2 ?gg\ egjfaf_$ eakk& Eq fYe] ak Bmklafg HYr$ ^jge
14. <]^af]2
ÉP2<gqgmoYfllgkh]Ycoal`DYdalgJg\jŠ_m]rgjHY[g
a) E%:mkaf]kk&
l`][gehYfqELP&EYqAkh]Ycoal`Ej&Jg\jŠ_m]r7
Jg\jŠ_m]r7
b) E%;gee]j[]&
Conversation 2
c) EgZad]%ZYfcaf_&
ÉP2>j]kfY\addg[gehYfq&?gg\egjfaf_&
d) :mkaf]kklgZmkaf]kk&
ÉQ2@a&AÍeDmakHgd&?an]e]<gf9jeYf\g&
15. O`Yl[gf[]hl\g]kl`]^gddgoaf_\]^afalagfj]^]jlg7
";`Yj_]lg[mklge]jkeY\]l`jgm_`egZad]\]na[]k"&
ÉP2Q]k$`gd\gfYk][&
Pause
16. L`]k]lg^Zmkaf]kkhjg[]kk]kg[[mjjaf_Z]lo]]fY[ge%
hYfqYf\alk[mklge]jkl`gm_`egZad]\]na[]kak[Ydd]\&&&
ÉP2<gf9jeYf\gakfglYnYadYZd]ja_`lfgo&<gqgmoYfl
17. O`Ylakl`][Ydd^gjoYj\af_k]jna[]7
ÉQ2Q]k$l]dd`ael`Yl`akZjgl`]j%af%dYo[Ydd]\Yf\l`YlA
18. O`Yll]d]h`gf]k]jna[]YddgokqgmlYdclgl`j]]h]ghd]Yl
gf[]7
lgd]Yn]Ye]kkY_]7
f]]\`aelg[Ydde]ZY[c&
ÉP2GcYq$AÍddl]dd`ae&:q]
131
6
Telephone communication
Ch ec k your lear ning
Conversation 3
ÉP2?gg\Y^l]jfggf&RYhYlaf]k$K&D&L`akakH]\jgDgj]k
kh]Ycaf_$`goA[Yf`]dh7
ÉQ2?gg\Y^l]jfggf&EYqAkh]YclgEj&E†f\]r$hd]Yk]7
ÉP2Q]k$`gd\gfYk][&O`gÍk[Yddaf_7
ÉQ2AÍeEYjagLgjj]$^jgeE]_Y[gj\&
ÉP2 EeÁ A l`afc Ej& E†f\]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^^a[]&
e) Afl]d]eYjc]laf_Y[lagfk$allYc]kZ]lo]]fYo]]cYf\
Y^gjlfa_`llg_]ll`]j]kmdlkgfl`]hjg^alYZadalqg^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. =phdYafafo`a[`g^l`]k]Y[lagfkogmd\qgmmk]l]d]eYjc]%
laf_&Bmkla^qqgmjYfko]j&
b) A^o][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) A^o][YddY[gehYfqYf\o]`Yn]Y[dgk]j]dYlagfoal`
l`]h]jkgfo]oYfllgkh]Ycoal`$o]eYqmk]Yfa[c%
fYe]lgj]^]jlgl`Ylh]jkgf&
f) A^o]eYc]YeaklYc]o`ad]\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]o`a_`oYq[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\\]kclghhmZdak`af_$
Yko]ddYkhjgg^j]Y\af_lggdk&
And you’ll study:
 =d]e]flkg^ojall]f[geemfa[Ylagf&
 Hjg\m[lagfYf\j]hjg\m[lagf
g^\g[me]flk&
 <]n]dghe]flg^ojall]f\g[me]flk&
 Eg\]dkg^\g[me]flkafl`][gehYfq&
 =eYadYf\f]laim]ll]gjhjglg[gd
o`]fmkaf_al&
 :Yka[]d]e]flkg^ojall]f
[geemfa[Ylagf&
 :Yka[_ma\]daf]k^gjl`]hj]hYjYlagf
g^]Y[`\g[me]fllqh]afl`]
Zmkaf]kk^a]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[Yf^af\
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[&!&L`aklqh]g^[geemfa[Ylagfoal`afl`][gehYfqakZgl`internalYf\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]khYŽgdmj_]fl]2
h t t p : // w w w . f u n d e u . e s /
manual-espanol-urgente.html
 Klqd]_ma\]g^Oacah]\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]jafl`akmfal$l][`fgdg_a[YdY\nYf[]k`Yn] Yddgo]\ojall]f[geemfa[Y%
lagf lg gn]j[ge] alk eYaf \akY\nYflY_] [gehYj]\ lg gjYd [geemfa[Ylagf2 l`] speed g^
af^gjeYlagfljYfkeakkagf&Lg\Yq$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]\ameafo`a[`af^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$Yf\kggf&
L`jgm_`l`akdafcqgm[YfY[[]kkY
[gdd][lagfg^l`]k]lggdk2
http://www.etsimo.uniovi.es/
links/idiomas.html
<]khal]l`]k][d]YjY\nYflY_]k$o]emklY[cfgod]\_]alkeYbgjdrawback: the sender is not
present&L`akkalmYlagfj]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[`a]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\l`afcYZgmlo`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][a^a[kl]hkl`Ylo]
emkl^gddgoYj]2
1. Analysing the situation
L`afcYZgmll`]kalmYlagfl`Yl`Yk_]f]jYl]\l`]f]]\lgojal]&L`akoadd`]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`]Yegmflg^af^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\gl`ako]eYqYkcgmjk]dn]k2O`]j]oaddAaf[dm\]l`]eYafa\]Y7O`Ylaf^gjeYlagfoaddkmhhgjlal7
5. Writing the text
L`afcYZgmll`][gfl]flYf\l`]j][aha]fl$Ykl`akoaddYddgomklggj_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$l`akoaddafngdn]eg\a^a[Ylagfkg^l`][gfl]flgjg^]n]jql`af_l`YleYqY^^][ll`]mf\]jklYf\af_g^gmjl]pl&
7. Reading the text again
;`][co`]l`]jl`]l]plak[gehd]l]Yf\^afak`]\$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]jql`af_AoYfllgl`]j]Y\]j7
Table 7.1. KlY_]klg\]n]dghYojall]fl]pl&
Activities
1. O`a[` 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]jkl`akj]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\gqgml`afcYZgmll`]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[cg^aee]\aYl]^]]\ZY[cafojall]f[geemfa[YlagfYf\
l`]aehgjlYf[]g^eYcaf_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]Yfql`af_l`Ylakfglf][]kkYjq&
 L`]l]plk`gmd\Z]Zja]^&Alemkl]phj]kkl`]eYpaemefmeZ]jg^a\]Ykoal`l`]eafaemefmeZ]jg^ogj\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`]Yegmflg^af^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]kg^ojall]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`] af^afalan]$
j]hdY[af_l`]eoal`k`gjl]j]phj]kkagfk&Kg$afkl]Y\g^
ÊK][gfka_madd]_YjY^gjeYjmfY[geakafim]afn]kla%
_Yj]d[YkgË$o][Yfmk]$ÊK]^gjeË&
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_$Ykl`akeYqlaj]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$Y[`Yf[]lgj]^d][lgfo`Yl`YkZ]]fj]Y\&
 Cohesion
a) J]dYl] hYjY_jYh`k gj k]fl]f[]k mkaf_ dafck l`Yl eYq
af\a[Yl]2Y[dYja^a[Ylagf es decir, esto es!$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] _jYh`a[ 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]`af\ 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&Lgogjcoal`al$o]mk]Yhhda[Ylagfkkm[`Ykogj\
hjg[]kkgjk$\YlYZYk]k$khj]Y\k`]]lkgj]%eYad&
Telegraph
Al`Ykl`]Y\nYflY_]kg^l`]l]d]h`gf] [geemfa[Ylagfkh]]\j]_Yj\d]kkg^\aklYf[]!Yf\l`]eYad alYddgokqgmlgj][]an]l`]
ojall]fe]kkY_]Yf\l`mkd]Yn]Yj][gj\g^l`]k]fle]kkY_]gjl]d]_jYe!&L]d]_jYekYj]mkmYddqk]fll`jgm_`l`]hgklYf\l]d]_jYh`
g^^a[]k$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]logjckoal`afl`][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\\akcYk^ad]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^l`akj]khgfkaZadalq
aklglYc][Yj]g^l`]]fnajgfe]fl&Gf]g^l`]eYafkljYl]_a]klg_]llgZ]j]khgfkaZd]afl`ak
Yj]YaklghjY[la[]l`]l`j]]Jk$[gfkaklaf_g^2
 RecycleoYkl]_]f]jYl]\Zq][gfgea[Y[lanalq&
 Reduce[gfkmehlagfg^_gg\k&
 Reusemk]\_gg\k&
Web
O`]faehd]e]flaf_l`akkljYl]_q$l`][gehYfqZ][ge]kYhYh]jd]kkg^^a[]$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
A^o]`Yn]Yfgja_afYd\g[me]flafhYh]jYf\]d][ljgfa[^gj%
eYlYf\o]oYfllgeYc][gha]kg^al$o`Yle]\ame\gqgm
l`afcakegklYhhjghjaYl]Yf\o`q7
5. K]Yj[` l`] o]Z Yf\ ^af\ gml o`Yl Y Zmj]Ym^Yp ak Yf\
fYe] alk eYaf ^]Ylmj]k& <g qgm l`afc l`ak ak Y _gg\
oYq lg eYc] Yf g^^a[aYd [geemfa[Ylagf7 =phdYaf qgmj
Yfko]j&
137
7
Written communication within the company
3. Models of written documents
in the company
Af\Yadqogjc$[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^gjeg^ojalaf_l`]k]\g[me]flk$o`a[``Ykd]\
lg\g[me]flkeg\]dk&Afkge][Yk]k$l`]j]Yj]]n]fg^^a[aYdgjklYf\Yj\ar]\eg\]dkl`Ylo]
\gfÍl`Yn]lgojal]$Zmlbmkl^addaf$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: [email protected]
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-.
O`ad][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&
Š
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_&
Afl`akhYjlg^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
[gehYfqlgo`a[`[geemfa[YlagfakY\\j]kk]\Yf\l`]hgkalagf`]d\$a^Yhhda[YZd]&
– Afl`]f]plhYjY_jYh`$o]oaddaf[dm\]Ybrief greeting ÊEmqKj&eŠgËgj$a^alakY[gehYfq$
ÊEmqKjk&eŠgkË!&A^qgmoak`$Z]^gj]l`]_j]]laf_qgm[Yfojal]l`]kmZb][lg^qgmjd]ll]j&
=pYehd]2Ê9kmflg2afnalY[afYmfY\]egkljY[af\]hjg\m[lgkhYjY\]hmjY[af\]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\^ad][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]kkagfafl`akhYjl$
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$l`]gfdq
l`af_d]^laklgkYq_gg\%
Zq] oal` Y Zja]^ hgdal]
]phj]kkagf$km[`YkÊDgg%
caf_ ^gjoYj\ lg `]Yjaf_
^jge qgmË$ ^gddgo]\ Zq
gmjka_fYlmj]&L`]ka_fY%
lmj]eYqaf[dm\]Y^^ap]\
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 [gf^aYfrY \]hgkalY\Y ]f dY [gfljYlY[af
\] 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[af_YjYflarYegkdYekYdlY[Yda\Y\q[gehd]lY
Yl]f[af&
Fg\m\]]fhgf]jk]]f[gflY[lg[gffgkgljgkhYjY[gfkmdlYj
kmk \m\Yk$ j]YdarYj km_]j]f[aYk g [mYdima]j gljY [m]klaf& D]
j][gj\Yegk im] [mYdima]j [gfkmdlY im] mkl]\ j]Yda[] ]k \]
_jYf nYdŠY hYjY S[gehYfq fYe]U$ qY im] ljYZYbYegk [Y\Y
\ŠYhYjY\Yjj]khm]klYYkmkf][]ka\Y\]kqg^j][]jd]e]bgj]k
hjg\m[lgkqk]jna[agk&
Kaf gljg hYjla[mdYj$ Yhjgn][`Yegk dY g[Ykaf hYjY kYdm\Yjd]
Yl]flYe]fl]qY_jY\][]jd]mfYn]rekdY[gf^aYfrY\]hgka%
lY\Y]fS[gehYfqfYe]U&
EmqYl]flYe]fl]$S[gehYfqfYe]U
SfYe]Yf\ka_fYlmj]U
Qgm[Yfkladd^af\d]ll]jkaf[dm\af_
mhh]j[Yk] afalaYdk g^ l`] h]jkgf
o`g \a[lYl]k l`] l]pl Yf\ dgo]j%
[Yk] afalaYdk g^ l`] h]jkgf o`g
lqh]kal&
Web
A^qgmoYfllg]phYf\qgmjcfgo%
d]\_]gfZmkaf]kkd]ll]jk$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=!\]^af]kYZZj]naYlagfYkl`]
Êk`gjl_jYh`a[j]hj]k]flYlagfg^Yogj\gj_jgmhg^ogj\k$gZlYaf]\Zqj]egnaf_kge]g^
l`]d]ll]jkgjkqddYZd]kg^alk^mddojalaf_oal`Y^mddklghafl`]]f\Ë&
O`]fo]mk]YZZj]naYlagfk$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]$l`]^gddgoaf_YZZj]naYlagfkYj][geegfdqmk]\afZmkaf]kk
dYf_mY_]2
Abbreviation
Meaning
Abbreviation
Meaning
Abbreviation
Meaning
A/A
a la atención
;&³$;ŠY&$;&ŠY$;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\ef&
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]kk^a]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\]\Zgl`afhYh]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&
L`akkqkl]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$YkhYjlg^alk[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$o]emkleYc]kmj]l`Yll`]dg_gYf\\YlY
Yj]fglnakaZd]l`jgm_`al&
Lg hjgh]jdq insert <AF 9, d]ll]j hYh]j af Yf
9e]ja[Yf]fn]dgh]$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\qgmeYqYdkg^af\^mdd%^gdag]fn]dgh]k
+*p**[e!$o`a[`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]jafKhYfak`oal`Yf\oal`gmlYZZj]%
naYlagfk&Ljqlgmk]l`]egkl[geegf^gjZmkaf]kk[gjj]k%
hgf\]f[]&
140
9. Af Mfal ) o] \]^af]\ 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^^A[]¡$
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`Yll`aklggdakhjgh]jdq[gf^a_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
`a_`da_`lkYl]jel`Ylakfglaf[dm\]\af
alk\a[lagfYjqYf\km__]klkgl`]jl]jek3
l`]f$o][Yf[`Yf_]l`akl]jegf[]gj
]n]jqlae]l`YlalYhh]Yjkgfl`]l]pl&
Aflmjf$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\[geegfdq
mk]\!&L`]\aklYf[]Z]lo]]fhYjY_jYh`kemklZ]Y\gmZd]khY[af_&
A^o]\gfÍlcfgo`golgklYjlYZmkaf]kkd]ll]j$o][Yfmk]gfdaf]l]ehdYl]kl`Ylk`gol`]
hjgh]j^gjeYlYf\'gjhjY[la[Yd[Yk]kg^Zmkaf]kk[gjj]khgf\]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$nakal2
http://office.microsoft.com/
es-hn/templates/carta-disenocomercial-TC010067038.aspx
L`]j] Yj] log eYaf _jgmhk g^ [gee]j[aYd \g[me]flk2 sales documents$ o`a[` Yj] l`gk]
Yjakaf_^jge[gee]j[aYdljYfkY[lagfkh]j^gje]\Zq[gehYfa]k gj\]jhjghgkYd$\]dan]jqfgl]
Yf\afnga[]!$Yf\payment documents$o`a[`Yj]l`gk]mk]\lg[]jla^ql`YlY[]jlYafYegmfl
g^egf]q`YkZ]]f\]dan]j]\ [`][c$Zaddg^]p[`Yf_]Yf\hjgeakkgjqfgl]!&
A. Sales documents
Afl`akk][lagfo]oaddklm\ql`]\g[me]flkYjakaf_^jgel`]ljY\af_j]dYlagfk`ahkZ]lo]]f
[gehYfa]k&Af_]f]jYd$l`]j]dYlagfk`ahZ]lo]]fZmq]jkYf\kmhhda]jk_]f]jYl]kY\g[me]fl
^dgokm[`Ykl`akgf]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[lgjlg`aj]Yk]jna[]^jgeYfgl`]j[gehYfq$`]
gjk`]eYqj]im]klaf^gjeYlagfYZgmll`Ylhjg\m[lgjk]jna[]gjYZgmlg^^]jk3l`akj]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[gf^ajeavailabilityg^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$hgkkaZd]^afYf[af_YjjYf_]e]flk$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]lg^addl`]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=$K&D&
;A>:010/0/0/
;'Na]bg;Yeafg$+
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*0\]YZjad\]*()(
9kmflg2H]\a\g
F'j]^2JD'ek
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[Yk]$[gflY[laf^gjeYlagfemklZ]af[dm\]\&
Addressee. L`akaf^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]Žgj2
D]Y_jY\][]jŠYegkim]fgk]fnaYk]dYka_ma]fl]e]j[Yf[aY2
-(([YbYkYrmd]bgkÊY_mYeYjafYË *(mfa\Y\]k!
*(([YbYkYrmd]bgkÊj”kla[gË ,(mfa\Y\]k!
DYe]j[Yf[aYk]jj][g_a\Y\]kmkYdeY[]f]k]f]dhdYrg\]
[af[g\ŠYkljYkdYj][]h[af\]]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[ŠY
%J]klge]\aYfl][`]im]fgeafYlang[jmrY\g]f]dhdYrg
\]mfYk]eYfYljYkdYj][]h[af\]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!afo`a[`l`]
k]f\]j ]phdYafk Y hjghgkYd lg [Yjjq gml []jlYaf k]jna[]k ^gj Y hgl]flaYd [mklge]j& Af ^Y[l$
l`ak ak Yf Y\n]jlakaf_ \g[me]fl l`Yl ]phdYafk l`] Y\nYflY_]k g^ `ajaf_ 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]^YfŠYDh]rEYjlŠf]r&
?]j]fl]
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HgdŠ_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]kgjŠY^ak[Yd$
dYZgjYdq[gflYZd]&
Dgk[gkl]kYkg[aY\gkYdY_]klafY\eafakljYlanYhm]\]fj]\m[ajk]\jkla[Ye]fl]YljYn†k
\]mfYYk]kgjŠYhjg^]kagfYd[gegdYim]g^j][]egk&Fm]kljgkYk]kgj]k\akhgf]f\]Ye%
hdagk[gfg[aea]flgkq]ph]ja]f[aYhjg^]kagfYd&
Ofrecemos:
%9k]kgjŠY[gflYZd]&
%Aehm]klgk 9=9L$dg[Yd]k$]l[†l]jY!&
%?]klaf\]feafYk&
%GZl]f[afq_]klaf\]kmZn]f[agf]k&
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Lg\g]ddg[gfdY flexibilidad y seguridadf][]kYjaYkhYjYkmkf][]ka\Y\]kqj]im]jaea]flgk&
9\]ek$_YjYflarYegk[gfljY[lmYde]fl]dY[gf^a\]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[af&
9l]flYe]fl]$
BmYfBgk†H†j]rDh]r
H†j]rDh]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]flZqo`a[`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]_Yddqbmkla^a]kl`]aehd]e]flYlagfg^YkYd]kljYfkY[lagf&Alakd]_Yddqhjgna\]\
Zql`]JgqYd<][j]]),1.'*((+$gfFgn]eZ]j*0l`$o`a[`hYkk]kl`]j]_mdYlagf_gn]jfaf_Zaddaf_
gZda_Ylagfk$Yf\Ye]f\kl`]J]_mdYlagfgfNYdm]9\\]\LYp&L`akj]_mdYlagf$aflmjf$akYe]f\]\
Zql`]JgqYd<][j]]0/'*((-$gfBYfmYjq+)kl&Alemklaf[dm\]2
a) FmeZ]jYf\$a^YhhjghjaYl]$k]ja]k&L`]fmeZ]jaf_g^afnga[]koal`af]Y[`k]ja]koaddZ]
[gjj]dYl]\&Afnga[]keYqZ]akkm]\Zqk]hYjYl]k]ja]ko`]fl`]j]Yj]_jgmf\]\j]Ykgfk&
b) <Yl]g^akkm]&
c) >mddfYe]Yf\^mdd[gjhgjYl]fYe]$Zgl`g^l`]h]jkgfgj[gehYfqakkmaf_l`]afnga[]Yf\l`]
j][aha]fl&
d) LYpA\]fla^a[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[]jlYafYegmflg^egf]q&
Payment documents
Cheque
Gj\]j_an]fZql`]`gd\]jg^YZYfcY[[gmfllg\]dan]jY[]jlYafYegmflg^egf]qlgYl`aj\hYjlq&
;`]im]kYj]^add]\gf^gjekhjgna\]\Zq[j]\alafklalmlagfkYk[`]im]Zggck$oal`Ykh][a^a[fmeZ]j
^gj]Y[`[`]im]&
Promissory note
<g[me]flakkm]\Zql`]\]Zlgj Zmq]j!Zqo`a[`Y_j]]klghYqYkmeg^egf]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. DggcYll`akZaddg^]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
oal`afl`]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 o`a[` 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^^a[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^^a^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`] ^ajkl Yf\
l`]k][gf\e]]laf_&
;GFNG;9LGJA9<=J=MFAæF
=f [mehdaea]flg \] dg \akhm]klg ]f ]d YjlŠ[mdg *-
\] dgk =klYlmlgk$ k] [gfng[Y Y dgk kg[agk Y dY BmflY
?]f]jYdGj\afYjaYim]l]f\jdm_Yj]dhjpaeg).\]
\a[a]eZj]\]*())$YdYk))2((`gjYk]fhjae]jY[gfng%
[YlgjaY$]fdYk]\][]fljYd\]dY]ehj]kY$g]fk]_mf\Y
[gfng[YlgjaY$]d\ŠYka_ma]fl]YdYeakeY`gjYq]f]d
eakegdm_Yj&
Orden del día:
9meeting requestakY\g[m%
e]fllgg^^a[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`]daklg^akkm]klgZ]\]Ydloal`gj
\ak[mkk]\Yll`]e]]laf_&Afegkl
e]]laf_ j]im]klk$ l`] ^ajkl 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]lÍkdggcYll`ak]pYehd]g^e]]%
laf_j]im]kl2
)&9hjgZY[af\]dY[lY\]dYj]mfafYfl]jagj&
*&9hjgZY[af\]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[af\]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]flg^o`Yl`Yhh]f]\Yf\oYk\ak[mkk]\Yf\Y_j]]\
\mjaf_Ye]]laf_gjYkk]eZdq&
L`ak\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[`akkm]$Yf\l`]j]kmdlkg^nglaf_$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& L`ak 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_]g^ojalaf_l`]eafml]k
Y^l]jalak^afak`]\$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_$Z]af_l`]^ajklhgaflgfl`]Y_]f\Y&>afYddq$l`]
eafml]kYj]j][gj\]\afYZggchj]hYj]\^gjl`Ylhmjhgk]Yf\cfgofYkminute book&
D]lÍk`Yn]YdggcYll`ak]pYehd] >a_&/&))!g^meeting minutes&
CGympi
F”e&\]Y[lY
ACTA Nª2 DE LA COMISIÓN NEGOCIADORA DEL
I CONVENIO COLECTIVO
J=HJ=K=FL9FL=K<=
DGKLJ9:9B9<GJ=K
>]jff\]rKf[`]r$HYZdg
?Yj[ŠYFYnYjjg$L]j]kY
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?e]r9dgfkg$B]k”k
H†j]rJmar$H]\jg
?adNrim]r$DmakY
9K=KGJ=K
K]jjYfgKf[`]r$Dmak
JmZagGjlar$HYmdY
EYjŠfJYegk$Bgk†EYfm]d
Lgjj]kFYnYjjg$<Yfa]d
:dYf[g;Ykljg$KadnaY
J=HJ=K=FL9FL=K
<=D9<AJ=;;AæF
EmŽgrEmŽgr$KYem]d
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?Yj[ŠY?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$-
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j]dY[agfY\Yk[gegj]hj]k]flYfl]k\]dYhYjl]
kg[aYdqj]hj]k]flYfl]k\]Yd\aj][[afhYjY
afklYjdYkf]_g[aY[agf]k\]dA;gfn]fag[gd][%
lang\]dY]ehj]kY?qeha$K&9&
ORDEN DEL DÍA:
;m]klafhj]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][[afhjghgf]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]mfaf`YklYdYk
),2+(`&
%@Y[]jmfj][]kgYealY\\][Y\Yj]mfaf&
KafekYkmflgkim]ljYlYj$k]d]nYflYdYk]kaf
YdYk)+&((`&
FIRMAS DE LOS REPRESENTANTES
Fig. 7.11. =pYehd]g^e]]laf_eafml]k&
146
9ll]f\]]kgfl`]eYj_af2)'+g^l`]hYh]j$
Ydl`gm_`afl`ak]pYehd]akegj]l`Yf`Yd^&
L]plgfl`]ja_`lklYjlaf_oal`^ap]\]phj]kkagf2
“=f (town) Y (date)...”.
9_]f\Y#\]n]dghe]flg^l`]e]]laf_&
Afl]jn]flagfkYf\Y_j]]e]flk&
>ap]\l]pllg^afak`2ÊKafekYkmflgkim]ljYlYj$k]
d]nYflYdYk]kafYdYkÁË&
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&
Afl`aklqh]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^^a[]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][a^a[l]plg^l`][geem%
fa[Ylagf af^gjeYlagf$afnalYlagfgjYkYhhjghjaYl]!&Aflmjf$l`akak^gddgo]\Zql`]fYe]g^
l`]k]f\]jYf\l`]^Yj]o]dd$o`a[`akmkmYddqYhgdal]]phj]kkagfkm[`YkÊYhjgn][`YdYg[Ykaf
hYjYg^j][]jd]km[gfka\]jY[afek\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\
o`a[` e]Yfk "l`af_ 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]l`af_&
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<ŽY&HadYjEYjŠf
<aj][lgjY\]JJ&@@&
9kmflg2DdYeY\Y\]Yl]f[afhgj^YdlY\]hmflmYda\Y\&
92Bgk†Dmak?Yj[ŠY
B]^]\]YdeY[†f
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`gjYk$[gfmf\]k[Yfkg\]+(eafmlgk&Mkl]\]klaf[mjja]f\g]f^YdlYkj]h]la\Yk\]hmflmY%
da\Y\$hgjdgim]kak]j]hal]lYdkalmY[af]klYj]egkgZda_Y\gkYlgeYje]\a\Yk\ak[ahdafYjaYk
qfgkn]j]egk]fdYh]fgkYf][]ka\Y\\]\]k[gflYjd]\]kmfeafY]dhgj[]flYb]\]kYdYjag
hjghgj[agfYdYdla]ehgh]j\a\g&
<]hYjlYe]flg\]JJ&@@&
Fig. 7.14. E]egjYf\me&
F. Application or request
L`]requestgjapplicationakY\g[me]flmk]\lgj]im]klYk]jna[]lgl`]Yml`gjalqgj
h]jkgfl`Yl[Yf_jYflal&
L`ak\g[me]fl`YkY^ap]\kljm[lmj]3\m]lgalk^j]im]flmk]$l`]j]Yj]hjafl]\eg\]dkafo`a[`
qgmgfdqf]]\lg^addafl`]\a^^]j]flk][lagfk&
D]lÍkdggcYll`]structureg^l`]Yhhda[Ylagf >a_&/&)-!2
<&9D:=JLGJMARK9FR$]ehj]kYjagaf\ana\mYd$fYlmjYd
\]ßnadY$[gf\gea[adag]f['KYf>jYf[ak[g$f&´*-$+&´=$
[gf<FA,0/),.-*
EXPONE:
IM=]khjgha]lYjag\]mfdg[Yd[ge]j[aYd$kalmY\g]f
dY[Ydd]KYflg<geaf_g$),\]]klYdg[Yda\Y\$]f]dim]
\]k]YafklYdYjmfY[Yjfa[]jŠY&
IM= \akhgf] \] dgk hjgq][lgk \] j]^gjeY \]d dg[Yd$
YkŠ[geg]d[gjj]khgf\a]fl]YdYkafklYdY[agf]kj]im]ja%
\YkhYjYdYY[lana\Y\[alY\Y$[mqYk[ghaYkY\bmflg$q]k
hgjdgim]$
SOLICITA:
D]k]Y[gf[]\a\YdY[gjj]khgf\a]fl]da[]f[aY\]gZjYk&
ßnadY$*+\]^]Zj]jg\]d*())
9D:=JLGJMARK9FR
ILMO. SR. ALCALDE DEL AYUNTAMIENTO DE ÁVILA
Fig. 7.15. J]im]klgjYhhda[Ylagf&
148
Heading:alaf[dm\]kh]jkgfYd\YlYg^l`]h]jkgfo`gk]f\kl`]
j]im]kl fYe]Yf\kmjfYe]kYf\A<fmeZ]j!$Y\\j]kk$lgof$bgZ
Yf\$ghlagfYddq$\Yl]g^Zajl`$eYjalYdklYlmkgjgl`]jaf^gjeYlagf
l`YleYqZ]g^afl]j]kl&
Body: l`]k]Yj]l`]j]Ykgfk^gjl`]Yhhda[Ylagfgjj]im]kl&L`ak
k][lagfmkmYddqklYjlkoal`l`]ogj\Ê=PHGF=Ë&A^l`]j]akegj]
l`Yf gf] j]Ykgf$ ]Y[` g^ l`]e oadd Z] ]phdYaf]\ af Y k]hYjYl]
hYjY_jYh`klYjlaf_oal`l`]ogj\ÊIM=Ë&L`]Zg\q]f\koal`]p%
hj]kkagfkdac]ÊhgjdYim]Ë$Êhgjdg[mYdËgjÊhgjlg\gdg]phm]klgË$
o`a[`Yj]l`]dafclgl`]^afYdhYjlg^l`]j]im]kl&
Petition: `]j] ak o`]j] l`] Yhhda[Ylagf ak ]phdYaf]\$ YdoYqk Z]
hj][]\]\Zql`]ogj\ÊKGDA;AL9Ë&Alk`gmd\Z]Zja]^$Z][Ymk]l`]
\]lYadk`Yn]Ydj]Y\qZ]]f]phdYaf]\afl`]Zg\q&
Farewell:alaf[dm\]kl`]lgof$\Yl] mkmYddqafd]ll]jk!$ka_fYlmj]
Yf\a\]flalqg^l`]Yhhda[Yfl&
Foot: Yll`]]f\o]oaddojal]l`]klYlmkYf\hgkalagfg^l`]j][a%
ha]flaf[YhalYdd]ll]jk&
Written communication within the company
7
Case study 3. Types of communication
;Yjdgk `Yk j]Y\ Y j]im]kl ^gj hmZda[ ]ehdgqe]fl gf l`]
f]okhYh]j3al[gfkaklkg^Y[geh]lalan]]pYe^gjYfY\eafak%
ljYlan]YkkaklYflhgkalagf$Yf\\][a\]klgYhhdq&
a) O`Yllqh]g^\g[me]flemkl;Yjdgk\]dan]j7
b) O`YlYj]l`]j]khgfkaZadalqklYl]e]flkZ]^gj]hmZda[Y\ea%
fakljYlagfk7K]Yj[`^gjaf^gjeYlagfgfLald]NAg^l`]dYo
+(')11*gfl`akeYll]j `llh2''ooo&Zg]&]k'Y]Zg]'[gfkmd%
lYk'ZYk]kW\Ylgk'Y[l&h`h7a\5:G=%9%)11*%*.+)0!&
Solution:
a) @]emkl^addafYf\\]dan]jYfYhhda[Ylagfgjj]im]kl&
b) 9jla[d]/)ZakklYl]kl`Yl2
9 j]khgfkaZd] klYl]e]fl ak Y \g[me]fl Zq o`a[` Y h]jkgf
\][dYj]kZ]^gj]l`]9\eafakljYlagfl`Yl`]gjk`]e]]lkl`]
j]imaj]e]flklghgkk]kkgj]p]j[ak]Yja_`l$l`Yl`]gjk`]`Yk
\g[me]flkkmhhgjlaf_l`akja_`lYf\l`Yl`]gjk`]mf\]jlYc]k
lgc]]hkm[`j]imaj]e]flk\mjaf_l`]h]j^gjeYf[]g^l`akja_`l&
Activities
12. J]Y\;Yk]klm\q+Y_YafYf\ojal]l`]Yhhda[Ylagfl`Yl;Yjdgkk`gmd\\]dan]jafgj\]j
lgYhhdq^gjl`][geh]lalan]]pYe&
L`]k]Yj]`akh]jkgfYd\YlY2
;YjdgkJmarGjl]_Y <FA2-)/1,-.*P
;'BmYfJmar\]9hg\Y[Y$f´-&9de]jŠY
L`]Yhhda[YlagfemklZ]k]fllgl`]EYqgjg^9de]jŠY&
13. ßf_]dY`Ykdgkl`]jZY[`]dgjÍk\]_j]]Yf\k`]f]]\kallgeYc]Y[geh]lalan]]pYe&
K`]f]]\klgYhhdq^gjYfgja_afYd[ghqg^`]j\]_j]]&Ojal]l`]Yhhda[Ylagfl`Ylk`]
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– Place and date&L`]\Yl]akYdoYqkojall]fafd]ll]jkYf\akhj][]\]\ZqYfqg^l`]k]
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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_$o`gk]\YlYYj]d]Y\af_l`][]jla^a[Yl]&
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149
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Vocabulary
Target or potential customer.
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3.4. Promotional texts. The advertising message
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g^af^gjeYlan]Y\n]jlakaf_&
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[gflYafkaf^gjeYlagf$l`]mkmYdl`af_aklg^af\]d]e]flkaimed at persuasion.
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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&
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7
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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%
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9kalljYfkealkY^ajklaehj]kkagfg^l`][gehYfq$alemklj]^d][ll`][gjhgjYl]aeY_]&O`]f
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hgkalagf$Yko]ddYk[gflY[l\]lYadk h`gf]]pl]fkagf$a^Yfq$Yf\]eYad!&
B. Company presentation
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]flalq^gjhgl]flaYd[mklge]jk&
C. Leaflet
9leafletakY\g[me]flafo`a[`l`][gehYfqg^^]jkaf^gjeYlagfYZgmlalkhjg\m[lkYf\
l`][gf\alagfkmf\]jo`a[`[mklge]jk[YfZmql`]e&
Mfdac]l`]Y\n]jlakaf_Zjg[`mj]$o`a[`akgfdqYdaklg^hjg\m[lkYf\hja[]k$l`]d]Y^d]laf[dm\]k
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[gehYfqg^^]jk&L`]j]^gj]$l`][mklge]j[Yf[dYaeafl`]]n]fl l`Yll`][gehYfq^Yadklg
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Examples
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151
7
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Simple leaflets
Diptychs
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Table 7.8. ;geegf^gjeYlkg^d]Y^d]lk&
D. Advertising catalogue
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g^^]jafl]jhj]lYlagfk$[gf[dmkagfkYf\]n]fj][gee]f\Ylagfk&
A. Types of reports
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k]]afl`]^gddgoaf_lYZd]2
Types of reports
Personal
According to the
content
Commercial
According to the
scope
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^gjYbgZ&
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]ngdmlagfg^kYd]k$l`]fmeZ]jg^\]^Ymdlk$[`Yf_]kaf\]eYf\$[geh]lalgjY[lagfk$YZk]fl]]ake$l`]
f]]\lg]phYf\^Y[adala]kYf\kggf&
Internal
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External
L`]Yml`gjakYh]jkgfgj]flalqgmlka\]l`][gehYfq&
Table 7.9. J]hgjllqh]kY[[gj\af_lgl`]aj[gfl]fl$k[gh]Yf\afl]fl (cont.)&
153
7
Written communication within the company
Types of reports
Descriptive
According to the
intent
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^gj]pYehd]$lg\]k[jaZ]l`]eYfm^Y[lmjaf_hjg[]kkg^Yhjg\m[l&
Assessing
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Alaf[dm\]kj][gee]f\YlagfkYf\[gf[dmkagfk&
Persuasive
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Yf\hjgn]f&
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B. Steps to prepare a report
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1.<]n]dghYk[`]e]oal`l`]eYafhgaflk&
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3.;gdd][l\YlY&
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5.Gj_Yfar]af^gjeYlagf&
6.Ojal]l`]j]hgjl&
Spanish assistant
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n]jZgk& Report ]k gljY \] ]kYk
hYdYZjYk3 fg kgdg dY mkYegk hYjY
\][aj Êaf^gje]Ë$ kafg im] lYeZa†f
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\jŠY \][aj2 I
report to the sales manager.
:]^gj]hj]hYjaf_Yj]hgjl$o]f]]\lgcfgoo`qo]\gal&L`]j]Yj]k]n]jYdim]klagfko]
emklYkcgmjk]dn]k2O`Ylaf^gjeYlagfk`gmd\al[gflYaf7O`YlYj]l`]eYafYf\k][gf\Yjq
hgaflk7 O`Yl l]jeafgdg_q \g o] mk]7 <]n]dghaf_ Y _gg\ j]hgjl aehda]k Yfko]jaf_ l`]k]
Yf\gl`]jim]klagfk&
9 j]hgjl k`gmd\ Z] understandable, brief and accurate3 al k`gmd\ Z] ojall]f \aj][ldq Yf\
aeh]jkgfYddqYf\k`gmd\Z]egfg_jYh`a[$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`]^ajklaehj]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$l`]Yml`gjÍkfYe]Yf\`ak
gj`]jhgkalagfafl`][gehYfq$Yko]ddYkl`]\Yl]Yf\hdY[]g^akkm]&
Index
Alj]^d][lkl`]gj_YfarYlagfg^[gfl]fl3alk`gmd\[gflYafl`]^ajklYf\k][gf\%d]n]dk][lagfkoal`afYf\
l`]hY_]fmeZ]jo`]j]]Y[`k][lagfZ]_afk&AlakYdkg[geegfYll`]]f\g^l`]j]hgjl&
Introduction
Afl`akhYjl$l`]Yml`gjgjYml`gjkg^l`]j]hgjloaddkh][a^ql`]kmZb][lYf\`golg\]Ydoal`al$
kgl`Yll`]j]Y\]j`YkYfa\]Yg^l`][gfl]flgjZg\qg^l`]j]hgjl&
Summary
L`akk][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
L`akako`]j]^Y[lmYdaf^gjeYlagfYhh]Yjk&Alk`gmd\`Yn]Y[d]Yjkljm[lmj]kgl`Ylal[YfZ]hjgh]jdq
mf\]jklgg\&
Conclusion
L`akhYjlaf[dm\]kl`]h]jkgfYdafl]jhj]lYlagfg^l`]^Y[lkYf\j][gee]f\Ylagfk&Alakl`]Yfko]j
l`Yll`]Yml`gjgjYml`gjk_an]lgYkh][a^a[im]klagfeY\]Zql`]h]jkgfgj]flalql`Ylj]im]kl]\
l`]j]hgjlkm[`Yk2k`gmd\o]`aj]f]oklY^^7K`gmd\o]af[j]Yk]hjg\m[lagf7AkalY\nakYZd]lggh]fY
f]oZjYf[`7
Annexes
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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&A^o]oYfllgojal]Y\]k[jahlan]j]hgjl$o]oaddf]n]jaf[dm\]Y
[gf[dmkagf3`go]n]j$l`akhYjlak]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
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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$DmakYJg[]?mla†jj]r$j]im]kl]\Yj]%
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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
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^gjmek!&
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=m\gjY$]l[&!&
 <aj][ldql`jgm_`o]Zkal]k$l`]kg%[Ydd]\webmail km[`Yk?eYad!&
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4.1. Netiquette
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[Yl]gn]jf]logjck&
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Do you know that...?
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157
77
Written communication within the company
Watch out!
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http://www.gmail.com.
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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^l`ak]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\]fla^a]\&
O][gmd\`Yn]ojall]fall`akoYq2
Solution:
Af Y\\alagf lg l`] hggj ogj\af_ g^ l`] ]eYad$ al `Yk l`]
^gddgoaf_hjgZd]ek2
a) L`]k]f\]jakfgla\]fla^a]\&
b) FgkmZb][lafl`]e]kkY_]&
c) L`]Y\\j]kk]kg^Yddj][aha]flkYj]nakaZd]&
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j]klg^]%eYadY\\j]kk]kaf[dm\]\afl`]e]kkY_]$o][Yf
ojal]gmjgof]%eYadY\\j]kkafl`]^a]d\Lg&
Activities
158
18. J]Y\l`]^gddgoaf_Yjla[d]Yf\]phdYafo`Ylf]laim]ll]*&(
ak&O`Yllqh]g^Afl]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^^a[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$`gZZa]kYf\\Yl]g^Zajl`&
b) O] emkl ojal] =PHGF= af l`] Zg\q ]p`aZal Yf\
KGDA;AL9afl`]j]im]kl$Zgl`af[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. O`a[`\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. O`a[`\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]flZqo`a[`kge]gf]gj\]jkmf[gf\alagfYddq
l`]hYqe]flg^YfYegmflak2
d) 9fafl]jfYde]eg&
13. O`a[`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^^a[aYddq [Ydd []jlYaf h]jkgfk lg
Yll]f\Ye]]laf_gjYkk]eZdqak2
14. O`a[` 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_]kg^ojall]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;gjmŽY&
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]floal`alkmk]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]dYlagfk`ahZ]lo]]f+Jl][`faim]kYf\l`]
\g[me]flkg^l`][gehYfq7
Differentiate the structures and styles of writing professional documents
1. J][gj\g^o`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^^a[]$Yf\kggf&
f) ;]jla^a[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]oal`afY[gehYfq
lgj]eaf\kge]gf]g^kge]l`af_&
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]floal`alk[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]\afHgdŠ_gfg\]dJŠg=Zjg$k'f
Dg_jgŽg!Yf\l]d]h`gf]fmeZ]j---%,--,--&
13. Ojal]YZmkaf]kkd]ll]jmkaf_l`]hjaf[ahd]kk]lgmlafl`]
[gjj]khgf\af_k][lagfg^l`akmfal$^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. O`a[`Yj]l`]hYjlkl`YlYj]hgjlk`gmd\af[dm\]7
7. K]Yj[` l`] Afl]jf]l lg ^af\ 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 \]^af] Y h]jkgfYd
[`]im]$Y[Yk`a]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[afAJH>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]flg^im]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^l`ak\]hYjle]fl&
 L`]hjg[]kkg^[mklge]jk]jna[]&
 ;gehdYaflkYf\[dYaek&
 L`]nYjagmkojalaf_kg^[dYaek$
[gehdYaflkYf\km__]klagfk&
 L`]j]_mdYlagfYf\hjgl][lagf
g^[gfkme]jkYf\mk]jk&
8
The customer service department
1. The customer service department.
Customer service
Watch out!
;mklge]jk]jna[]2
 Ak fgl Y hYkkaf_ ^Y\& FgoY\Yqk
alakYf]]\^gjl`][gehYfq&
;mklge]jdgqYdlqakgf]g^l`]gZb][lan]kg^Yfq[gehYfq$Yf\^gjl`akhmjhgk]$l`][gehYfq
emkleYc]l`][mklge]j^]]dYkkakl]\Yf\kYlak^a]\oal`l`]hmj[`Yk]g^Yhjg\m[lgjoal`l`]
h]j^gjeYf[]g^l`]k]jna[]&
 Akfgll]ehgjYjq&AlakYkljYl]%
_a[ \][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]g^alljq
lgeYl[`log^mf\Ye]flYdhYjlk2]ehdgq]]kYf\[mklge]jk$Ykl`akoadd_an]l`]eY[geh]%
lalan]Y\nYflY_]gn]jl`]gl`]jk&
 AkfglbmklYfgl`]jkYd]k%j]dYl]\
^mf[lagf2 al j]imaj]k l`] afngd%
n]e]flg^]n]jqgf]ogjcaf_af
l`]gj_YfarYlagf&
AfYfq[Yk]$egkleYfY_]jkYj]^mddqYoYj]g^Yj]Ydalqj]_Yj\af_[mklge]jk2alakegj]\a^^a[mdl
Yf\]ph]fkan]lg_]lf]o[mklge]jkl`Yflgc]]hl`gk]qgmYdj]Y\q`Yn]afqgmjhgjl^gdag&
 AkfglYf]ph]fk]$jYl`]jalakY
h]jeYf]fl kgmj[] g^ hjg^alYZa%
dalq&
 Ak fgl Y _gYd$ 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]^al^jgeal&9f\l`YlZ]f]^alfglgfdq\]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]dYlagfk`ahak_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 l`ak hjg[]kk ak Yk Z]f]^a[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 `ak [Yj lg Y ogjck`gh& Hj]nagmkdq$
e][`Yfa[kg^l`]ogjck`gh_Yn]`aeYf]klaeYl]$Ykkmj]\
`ael`Yl`]ogmd\fÍl`Yn]lgoYalYf\lgd\`ael`Yl`ak[Yj
ogmd\Z]j]Y\qYjgmf\kapgÍ[dg[c&9ll`Yllae]$`]j][]an]k
Yh`gf][Ydd^jgel`]ogjck`ghaf^gjeaf_`ael`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\gqgml`afcl`]j]Ykgf[gmd\
Z]^gjkm[`YdgoYkk]kke]fl7
The customer service department
8
1.2. The customer service department
9dl`gm_`afalaYddqgf]ea_`ll`afcl`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^ l`ak \]hYjle]fl ljYfkealk Y k]fk] g^ confidence lg
[mklge]jk$Ykl`]qh]j[]an]l`YlYfqhjgZd]el`Yll`]qea_`l`Yn]oal`l`][gehYfqak_gaf_
lgZ]]Ykadqkgdn]\$gjYld]Yklhjgh]jdqeYfY_]\&
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The customer
service
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165
8
The customer service department
A. Customer service channels
Do you know that...?
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Af_]f]jYd$j]_Yj\af_[mklge]jk]jna[]$o][Yfj]^]jlg four basic types of channels2
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l]d]h`gf]gjh]jkgfYd[Yj]&
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C. Functions of the customer service department
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Case study 1. Claim in the telecommunications sector
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Solution:
O]Z2 http://www.usuariosteleco.es
L`akakl`]hjg[]\mj]^gjkmZeallaf_Y[dYae2
a) O]emkle]]ll`]^ajklj]imaj]e]fl2l`]h]jkgf^adaf_
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167
8
The customer service department
2. Stages in the process
of customer service
Do you know that...?
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168
The customer service department
8
After-sales services
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169
8
The customer service department
3. Procedures to solve complaints
and claims
Watch out!
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170
The customer service department
8
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171
8
The customer service department
A. Receipt of the complaint or claim
Important
Legislation on complaints and
claims
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Aflmjf$o`]fo]eYfY_]l`]kmZeakkagfg^Y[dYae$o]emklhjgna\]l`][dYaeYfloal`Yf
identification number ^gjl`Ylkh][a^a[[dYae&Egj]gn]j$Ydgf_oal`l`][dYae$o]oaddaf[dm\]
afl`]^ad]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\]fla^a[Ylagfg^af\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^gj^adaf_[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]&L`akak\gf]mkaf_[dYkka^a[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$o`a[`eYc]l`]ajhjg[]kkaf_
Yf\j]kgdmlagfem[`]Yka]j&Aflmjf$l`]k]
[dYkka^a[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]\[mklge]j
\akkYlak^Y[lagfZ][Ymk]$Yko]oaddk]]$l`akoaddYddgomklgkm__]klYkgdmlagf&L`]^gddgoaf_
eg\]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`g^ad]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 o`a[` 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_fa^a[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_fa^a[Y Êhjgn]]%
\gjË$qprovision,im]ima]j]\][aj
ÊkmeafakljgË$ ÊhjgnakafË g ÊYZYk%
l][aea]flgË&
Gf[]o]`Yn][gf\m[l]\l`]j]k]Yj[`aflgl`][gehdYaflgj[dYae$o]oaddZ]YZd]lgkm__]kl
Ykgdmlagf&Kge]lae]kl`akkgdmlagfakgZnagmkYf\akg^^]j]\lgl`][mklge]jmhgfj][]ahlg^
l`][dYae&Gl`]jlae]k$`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$l`akakh]j^gje]\Yf\l`][dgkmj]akj]_akl]j]\3
Zmla^l`][mklge]jj]b][lkl`]km__]kl]\kgdmlagf$o]emklc]]hl`][gehdYaflgh]f$j]_akl]j
l`]j]^mkYdYf\af^gjel`][mklge]jg^hgkkaZd]Ydl]jfYlan]k\]ka_f]\lgY[`a]n]kYlak^Y[lagf$
Yf\o`a[`eYq[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]ja^a]k l`] d]n]d g^
[mklge]jkYlak^Y[lagfoal`l`]kgdmlagfYf\oal`l`]hjg[]kkl`Yl`YkZ]]fmf\]jlYc]f&Lg
l`ak]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]l`akoaddeYc]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]ja^a]\[gjj][lagf
;dgkmj]g^l`][gehdYafl
Fig. 8.10. Eg\]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\[dYaekeYqZ]n]jq`Yj\Yf\\a^^a[mdllgaehd]e]fl
afKE=k&
Kg$aljYak]kYfmeZ]jg^j][gee]f\YlagfkYnYadYZd]lgYfq[gehYfq^gj`Yf\daf_[dYaekhjg%
h]jdq&L`]k]recommendationsYj]2
 C]]haf_Yfgh]fYllalm\]lg[gehdYaflk&L`ak[YfZ]Y[`a]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\[dYaekj][]an]\afY
[gehYfqak]kk]flaYdlgaehd]e]flhdYfk
lgj]\m[]l`]eafl`]^mlmj]&
 9kk]kkaf_l`]gja_afg^l`][gehdYafl$alkhgl]flaYdaehY[lYf\l`]Z]klh]jkgflg`Yf\d]al&
 9[laf_aee]\aYl]dq2hjgehlj]kgdmlagf&
 J]hgjlaf_l`][mklge]jYZgmlhgkkaZd]kgdmlagfkYf\Y\ghlaf_l`]egklkmalYZd]Y[[gj\af_
lg[mklge]jÍkhj]^]j]f[]kYf\mkmYd`YZalkafl`][gehYfqÍk^a]d\&
 ;geemfa[Ylaf_ l`] \][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\ge†kla[gk$KDakafl`]Zmkaf]kkg^k]ddaf_
YhhdaYf[]klgaf\ana\mYdkl`jgm_`alkgfdqhj]eak]kdg[Yl]\af
l`]k`ghhaf_eYdd:gfalg;]fljg$afKYflY;jmr\]L]f]ja^]&
GfK]hl]eZ]j0$*())$l`]]ehdgq]]o`gakafl`][mklge]j
k]jna[]\]kcYkkaklkBmYfYDh]rH†j]r$Y[mklge]jo`gakfgl
kYlak^a]\oal`l`][g^^]]eY[`af]k`]Zgm_`lgfK]hl]eZ]j-$
*())Z][Ymk]k`]kYqkl`Ylal`YklgZ]lmjf]\gfYf\g^^k]n]%
jYdlae]kZ]^gj]al^afYddqogjck&BmYfY`YkZjgm_`ll`][g^^]]
eY[`af]oal``]j&
@gooaddl`][gehYfqj]khgf\lgl`ak[dYae7
Solution2
Fajkl$l`]]ehdgq]]k`gmd\hjY[la[]Y[lan]dakl]faf_g^l`][ge%
hdYafl&
L`]f$ l`] ]ehdgq]] oadd ^add af Y hYjl g^ l`] [dYae ^gje
kh][a^qaf_l`]j]Ykgf^gjal$afl`ak[Yk]$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[`af]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 oal`af
,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$k`]oaddj][]an]Yf]o[g^^]]eY[`af]Yl`ge]
oal`gmlY\\alagfYd[gkl&BmYfYY[[]hlkl`]kgdmlagfYf\l`j]]
\YqkdYl]jk`]j][]an]kYf]o[g^^]]eY[`af]&
9 o]]c dYl]j$ 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[lagfkafl`akeg\]dg^[g^^]]eY[`af]&
Activities
8. >af\ gml o`a[` Y[lanala]k `Yn] Y kh][a^a[ j]_mdYlagf ^gj
[dYaekYf\[gehdYaflk&
@afl2lg\gl`akj]k]Yj[`$qgm[Yfmk]l`]af^gjeYlagf[gf%
lYaf]\afl`]^gddgoaf_o]Zkal]2 http://www.consumo-inc.
es/GuiaCons/como
176
9. 9jjYf_]\aflogk$gf]klm\]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!$
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9lhj]k]fl$l`][mjj]fldYogf[gfkme]jja_`lkak[gflYaf]\afl`]JgqYd<][j]])'*((/$o`a[`
hYkk]kl`]j]nak]\l]plg^l`]?]f]jYdDYo^gjl`]Hjgl][lagfg^;gfkme]jkYf\Mk]jkYf\
gl`]j[gehd]e]flYjqdYok&
L`akdYoklYl]kl`Yll`][gfkme]jemkl`Yn]YnYadYZd]Yddl`] information[gf[]jfaf_l`]
hjg\m[l Z]^gj] Zmqaf_ al Yf\$ kh][a^a[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]\[gfl]flkg^alkhjg\m[lgjk]jna[]afl`]l]jekl`Yl
Yj]af[dm\]\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`l`ak^]Ylmj]Yf\Zmad\l`akhggd
o`]fl`]Zmad\af_Zdg[cak^afak`]\!&
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. L`akkqeZgda\]fla^a]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 o`a[` l`] [gehYfa]k afngdn]\
Yj]kmZb][llgl`]j]kgdmlagfg^Y[gfkme]jYjZaljYlgj&Afl`ak[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$l`]agenciesZ]^gj]o`a[`[gfkme]jk[Yf_glgdg\_]l`]aj[gehdYaflkgj[dYaekYj]2
 L`]Emfa[ahYdG^^a[]kg^;gfkme]jAf^gjeYlagf GEA;!g^l`]emfa[ahYdala]k&
 L`]<]hYjle]flg^;gfkme]j9^^Yajkg^l`]J]_agfYd?gn]jfe]flk&
 L`]9kkg[aYlagfg^;gfkme]jkYf\Mk]jk&
 ;gfkme]j9jZaljYlagf:gYj\k&
 Cgmjlkg^bmkla[]&
Gf[]l`][gfkme]j`Yk^ad]\Y[gehdYaflZ]^gj]Yfqg^l`]Zg\a]kdakl]\YZgn]$l`]hjg[]\mj]
^gjj]kgdmlagfbegins&>gjl`akhmjhgk]$l`]Y_]f[q[gflY[lkl`][gehYfql`Ylak[dYae]\lg
ljqlghjg\m[]YrapprochementZ]lo]]fZgl`hYjla]k&A^e]\aYlagf\g]kfÍlogjcgml$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]jYjZaljYlagfa^e]\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 formlg^ad]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
^adaf_ [gehdYaflk Yf\ [dYaek nYjq
\]h]f\af_ gf l`] Y[lanalq k][lgj
lgo`a[`l`]qj]^]j&
>gj ^mjl`]j af^gjeYlagf gf l`ak
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
<gqgml`afcl`Yll`]fmeZ]j
g^ [dYaek af l]d][geemfa[Y%
lagfk k]jna[]k ak hYjla[mdYjdq
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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]$[]jlYaf basic conditions emklZ]e]l2
 Identifying the recipient of the complaint2 l`] fYe] g^ l`] [gehYfq gj gj_YfarYlagf
gjalko]Zkal]!Yf\Yf]eYad[gflY[l&L`]k]\YlYYj]mkmYddq^gmf\gfl`]o]Zkal]g^l`]
[gehYfq&
 Collecting all information relatedlgl`][gehdYafllgZ]YZd]lgk`goalafl`]\a^^]j]fl
hjg[]\mj]kl`YlYj]afhdY[]&L`]gja_afYd[gha]kg^l`akaf^gjeYlagfYj]j]k]jn]\^gjYjZa%
ljYlagfgjbm\a[aYdhjg[]]\af_k&
 ;geemfa[Ylaf_l`][gehdYafllgl`]j][aha]flso that there is a proof of our claim, with
a cerla^a]\ d]ll]j$ Y Zmj]Ym^Yp gj Yf Y[cfgod]\_]e]fl g^ j][]ahl& L`] ^ajkl log [Yf Z]
kmZeall]\afl`]HgklYf\L]d]_jYh`g^^a[]k$Zmll`]Y[cfgod]\_]e]flg^j][]ahl`Yklg
Z] eY\] Zq l`] j][aha]fl g^ l`] [gehdYafl& L`ak kl]h ak aehgjlYfl a^ o] Yj] hdYffaf_
lg^ad]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$j]im]klY[gfkme]jYjZaljYlagfhjg[]kk
a^l`][gehYfqakkmZb][llgl`][gfkmehlagfYjZaljYlagf
kqkl]eYf\l`][dYaeYflakYfYlmjYdh]jkgf&
c) A^l`][gehYfq\g]kfÍlYfko]jl`][dYae$^ad]Y[dYae
Z]^gj] l`] L]d][geemfa[Ylagfk Mk]j G^^a[]$ Yk dgf_
Ykl`][dYaeYflakY[gehYfqgjYfYlmjYdh]jkgfo`g
\g]kfÍloYfllgYhhdqlgl`]YjZaljYlagfkqkl]e&
d) >ad]YfY[lagfZ]^gj]l`]Yml`gjak]\[gmjl&
The customer service department
8
Summar y
Principles of customer service
Customer service
department
Customer service
department
Stages of customer
service
Channels of customer service Æ Staff of customer service department
Æ Functions of customer service department
Orders Æ Complaints and claims handling Æ After-sales service
Receipt of the complaint
Assessment of the nature of the complaint
Communication of the
basic elements
of the procedure for
filing complaints
Service provision
Assessment of satisfaction
Proposal for improvement
Procedures for solving
complaints and claims
Claims before the agencies of consumer protection
or before consumers and users organizations
Ways to solve
complaints and
claims
Consumer arbitration system
Civil or criminal jurisdiction, depending on the case
Agencies to file
complaints and
claims
Application of rules
to the process of
complaints and claims
Municipal offices of consumer information (OMIC) of
the municipalities Æ Department of Consumer Affairs
of the Regional Governments Æ Consumers and Users
Associations Æ Consumer Arbitration Board Æ Courts of Justice
Procedures to follow in case we want to file a complaint or claim
Solution of the company Æ OMIC mediation Æ Seek consumer arbitration Æ Proceed to court
Basic actions in the event of claims or complaints:
Identify the recipient of the complaint Æ Collect all the information
Æ Communicate the complaint to the recipient
179
8
The customer service department
Test review
1. O`a[`g^l`]^gddgoaf_klYl]e]flkakljm]7
a) L`][gehYfq\]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][lkYhjg^al^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\[gehdYaflkhjg[]%
\mj][Yfh]j^gjel`]^gddgoaf_^mf[lagfk2
a) LjYafaf_l`][da]flafmkaf_l`]hjg\m[l&
b) >addaf_l`][dYae&
c) Hjg[]]\af_lgYjZaljYlagfoal`l`][mklge]j&
d) Fgf]g^l`]YZgn]&
8. O`a[`g^l`]^gddgoaf_[gf[]hlk\g]kfÍl`Yn]lg\goal`
gZb][lanalqafl`]hjg[]kkg^`Yf\daf_[gehdYaflk7
a) =imalq&
b) :aYk&
c) ;gf^a\]flaYdalq&
d) Fgf]g^l`]YZgn]&
9. :]af_[mklge]j%gja]fl]\e]Yfkl`Yl2
b) Al[YfZ]^gje]\ZqYf]ehdgq]]oal`gmlimYda^a[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. O`a[` 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. O`a[`akl`][gjj][lk]im]f[]g^Yhjg[]kkg^hjgna\af_Y
[gehdYaflkYf\[dYaekk]jna[]7
a) ;geemfa[Ylagf$ [gehdYafl YfYdqkak$ j][]ahl$ k]jna[]
hjgnakagf$ kYlak^Y[lagf Ykk]kke]fl Yf\ hjghgkYd ^gj
aehjgn]e]fl&
b) ;geemfa[Ylagf$ kYlak^Y[lagf Ykk]kke]fl$ j][]ahl$
[gehdYaflYfYdqkak$k]jna[]hjgnakagfYf\hjghgkYd^gj
aehjgn]e]fl&
c) ;geemfa[Ylagf$ j][]ahl$ k]jna[] hjgnakagf$ [gehdYafl
YfYdqkak$ kYlak^Y[lagf Ykk]kke]fl Yf\ hjghgkYd ^gj
aehjgn]e]fl&
d) ;geemfa[Ylagf$ j][]ahl$ [gehdYafl YfYdqkak$ k]jna[]
hjgnakagf$ kYlak^Y[lagf Ykk]kke]fl Yf\ hjghgkYd ^gj
aehjgn]e]fl&
11. O`a[`g^l`]^gddgoaf_[jal]jaYakfglmk]^md^gjYkk]kkaf_
[gehdYaflk7
a) L`]eYaf[`Yff]dg^[mklge]jk]jna[]ak^Y[]%lg%^Y[]&
a) L`]hgl]flaYdaehY[lgf[gehYfqaeY_]&
b) L`] [mklge]j k]jna[] \]hYjle]fl [Yf af[j]Yk] l`]
hjg^alYZadalqg^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. A^AoYfllg^ad]Y[gehdYaflYf\$^gjl`akhmjhgk]$A^addafY
^gjeYf\kmZealalnaYl`]Afl]jf]l$`goeYfq[`Yff]dkYe
Amkaf_7O`a[`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]kafo`a[`l`]klY^^g^[mklge]jk]jna[]
k`gmd\Z]kh][a^a[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[]oal`alk[gjj]khgf\af_^a]d\2
EYc]j][gee]f\Ylagfklg
gl`]j\]hYjle]flk
C]]hYj][gj\g^[gehdYaflk
Yf\[dYaek
9fYdqk]km__]klagfkjYak]\
Afl]jfYddq
=pl]jfYddq
EYc]hjghgkYdk^gj
aehjgn]e]fl
Af^gjemk]jk
17. O`YlYj]l`]\a^^]j]fllqh]kg^[dYaekl`Yl[YfYjak]a^o]
`Yn]Y\akhml]oal`Y[gehYfq7
18. QgmYj]j]khgfkaZd]^gjl`]\]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]
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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
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l`]e&
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181
8
The customer service department
Ch ec k your lear ning
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Assess the importance of a proactive behaviour to foresee
possible problems in the process.
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Process the documents created for handling queries, complaints and claims
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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
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html
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af_im]klagfk2
a) O`Ylakl`]k[gh]g^l`ako]Zkal]7
b) <g]kl`akafalaYlan]j]hdY[]l`]d]_Ydj]_mdYlagf7
c) O`YlakY[g\]g^]l`a[k7
d) O`Ylakl`]\a^^]j]f[]Z]lo]]fl`][dYaek`Yf\d]\Zq
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Unit
9
After-sales service
In this unit you’ll learn how to:
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kljm[lmj]oal`afl`]gj_YfarYlagf&
 9kk]kkl`]aehgjlYf[]^gjY[gehYfqlg
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[gehYfa]keYqg^^]j&
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lgeYfY_]l`]imYdalqg^l`]Y^l]j%kYd]k
k]jna[]&
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And you’ll study:
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k]jna[]oal`gl`]jhjg[]kk]k
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9
After-sales service
1. After-sales service
Important
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j]h]Ylkl`]kYd]$j][gee]f\kgmjZjYf\gjhjg\m[l$Yf\kggf&
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Z]qgf\l`]kYd]Yj]2
Vocabulary
Loyalty.L`akeYjc]laf_[gf[]hlak
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gjk]jna[]l`Yll`][gehYfqk]ddk&
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Advantages
Do you know that...?
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184
Disadvantages
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1.1. Types of after-sales service
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After-sales service
9
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Promotional
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Security
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`YkfghjgZd]eoal`al&
Maintenance
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^jgelae]lglae]Ye]eZ]jg^l`][gehYfqemklZ]aflgm[`oal`l`][mklge]j&
Table 9.2. Lqh]kg^Y^l]j%kYd]kk]jna[]afl`][gehYfq&
Case study 1. Types of after-sales service
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h`glg_jYh`a[]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$al[Yf[gf\m[lYko]]hklYc]Yegf_alkj]_m%
dYj[mklge]jk[gfkaklaf_g^h`glg_jYh`q]imahe]fl&
 Psychological:
- Al[Yf[Yddalk[mklge]jkoal`afl]f\Yqkg^hmj[`Yk]g^Y
f]o[Ye]jYlgYkca^l`]qYj]kYlak^a]\Yf\a^l`]q`Yn]
Yfqim]klagfkgjhjgZd]ekYf\f]]\`]dh&
- Al[Yfk]f\Y;`jakleYk_j]]laf_[Yj\lgYddalk[mklge]jk&
 Security:
- Afl`]]n]flg^[mklge]j\akkYlak^Y[lagf$;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. L`afcg^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]koal`afZgl`
_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^l`akhjg[]kk\]h]f\kgfl`][`YjY[l]jakla[k
g^l`]hjg\m[lalk]d^Yf\[YfZ][Yjja]\gmlZqkh][aYdaklkgjZql`]mk]j3afl`ak[Yk]$l`]afklYddYlagfemkl
Z]kaehd]Yf\]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]$o`a[`[Yf[Ymk]l`]elg^Yadafh]j^gjeaf_l`]aj^mf[lagfk
Yf\$l`mk$[mklge]j\akkYlak^Y[lagf&LgYnga\l`ak$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 o`a[`mkmYddq[gfkaklg^c]]haf_l`]j][]ahlg^l`]hmj[`Yk]
Yf\Z]af_oal`afl`]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$l`]k]k]jna[]k[YfZ]
[geZaf]\&L`]k]Y[lanala]kYj]egj]\a^^a[mdllg^jYe]afl`][Yk]g^kaehd]hjg\m[lkgjk]jna[]k$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\[dYaekYj]Ykgmj[]g^nYdmYZd]af^gjeYlagf$Yko]klm\a]\
afl`]hj]nagmkmfal$l`]q\gfÍlf][]kkYjadqj]^d][ll`]j]Ydalqg^kqkl]eh]j^gjeYf[]$kaf[]kge][mklge]jk
eYq[gehdYaf]n]fa^l`]hjg\m[lgjk]jna[]e]]lkl`]j]imaj]e]flk$o`ad]gl`]jk\gfgl[gehdYaf]n]fa^
l`]j]Yj]hjgZd]ek&
 L`mk$l`]j]akYfmeZ]jg^^Y[lgjkl`Ylaf^dm]f[]hgl]flaYd[gehdYaflk2
Handling of complaints
and claims
% Customers’ characteristics: l`] ^Y[l g^ ^adaf_ Y hgl]flaYd [gehdYafl ak af^dm]f[]\ Zq [`YjY[l]jakla[k
g^h]ghd]km[`YkY_]$]\m[YlagfYdd]n]dgj[`YjY[l]j$Yegf_gl`]jk&
% Importance of the product or service: l`]fmeZ]jg^[gehdYaflkl]f\klg_jgo^gjnYdmYZd]hjg\m[lk
Yf\k]jna[]k$Yk[mklge]jk[Yffgla_fgj]gjY[[]hl^Yadmj]]Ykadq&
% Unit price:o`]fl`][mklge]j`YkhYa\YdYj_]kmelg]fbgqYhjg\m[lgjk]jna[]$`]gjk`]mkmYddq]ph][lk
egj]^jgel`]k]jna[]$Yf\o`]fl`]hjg\m[lgjk]jna[]\g]kfÍle]]ll`]k]]ph][lYlagfk$Y[gehdYafl
mkmYddqYjak]k&:q[gfljYkl$l`]dgo]jl`]hja[]g^l`]hjg\m[l$l`]d]kk[gehdYaflk&
% Moment when the problem appears:l`]^Yadmj]g[[mjjaf_dgf_Y^l]jl`]hmj[`Yk]$hjaeYjadqafdgf_%da^]
hjg\m[lk$akYkkme]\lgZ]fgjeYdYf\\g]kfÍlmkmYddq[Ymk][gehdYaflkgj[dYaek&
Table 9.4. Lqh]kg^k]jna[]khjgna\]\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 oal`af 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]fllgo`a[`l`]
hjg\m[lgjk]jna[]^md^adkl`aknYdm]&
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[`a]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\]fla^a[Ylagfg^f]of]]\k
Yf\aehjgn]e]flk&L`akako`]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[`a]naf_imYdalqhjg\m[lkYf\k]jna[]k&9koal`Yddhjg[]kk]koal`afYfgj_YfarYlagf$l`]^ajkl
kl]hakgZlYafaf_l`]f][]kkYjqaf^gjeYlagflgcfgoo`a[`oYqlg_gafhjg\m[lagf&
<]h]f\af_ gf l`] klY_] g^ l`] hjg\m[l gj k]jna[]$ 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$ o`a[` ak mk]\ af
l`]\a^^]j]flklY_]kYkYlggdlgY[`a]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 l`ak 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][a^a[af^gjeYlagfg^YZmkaf]kkk][lgj ^gj]pYehd]$
YZgml[geh]lalgjkgjlqh]kg^[mklge]jk!gj_]f]jYdaf^gjeYlagf ^gj]pYehd]$YZgml
dYokYf\j]_mdYlagfkY^^][laf_hjg\m[lagfgjeYjc]laf_!&
 Needs and expectations of customers: [gehYfa]kmk]loglggdklge]]l]ph][lYlagfk
Yf\f]]\kg^[mklge]jk3^ajkldq$eYjc]lj]k]Yj[`$Yf\k][gf\dq$l`]j]kmdlkg^l`]Y^l]j%kYd]k
k]jna[]&Oal`l`akaf^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]jq`a_`&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] [dYkka^a]\ aflg
k]n]jYdlqh]k&=n]jql`af_\]h]f\k
gfl`][da]flYf\k]jna[]^]Ylmj]k$
Ykl`]j]Yj][da]flko`gYj]egj]
kYlak^a]\ 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]$
a^o]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\[mklge]jk]jna[]&L`]j]^gj]$o]emklcfgol`]fYlmj]g^l`gk][jala[Ydhjg[]kk]k
lgl`]Y^l]j%kYd]kk]jna[]2
 Quality strategic plan: Ydd l`] hjg[]kk]k lYcaf_ hdY[] oal`af Yf gj_YfarYlagf emkl Z]
gja]fl]\ lgoYj\k gZlYafaf_ hjg\m[lk Yf\ k]jna[]k l`Yl e]]l l`] imYdalq klYf\Yj\k l`Yl
`Yn] Z]]f kljYl]_a[Yddq hdYff]\ Zq l`] [gehYfq& L`mk$ Ydd \]hYjle]flk emkl cfgo
Yf\ [gehdq oal` l`]aj hYjl g^ l`] hjg[]kk lg Y[`a]n] l`] \]kaj]\ imYdalq& 9^l]j%kYd]k
k]jna[]emklYdkge]]ll`]\]kaj]\imYdalqYf\oaddmf\gmZl]\dqZ]f]^al^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$o`a[`eYq`Yn]Ydj]Y\qZ]]f[gfkme]\ ^gj]pYehd]$^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\g^alk
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^ l`ak j]khgfkaZadalq Yj] ^ap]\ 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$`meYf$^afYf[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: l`ak ]d]e]fl ak l`] j]kmdl g^ l`] k]jna[]k g^ afklYddYlagf$
eYafl]fYf[]Yf\j]hYajk$l`]^mf[lagfg^o`a[`aklgc]]hYf\'gjj]klgj]l`]hjg\m[lgj
k]jna[]^]Ylmj]kl`YlYj]j]imaj]\lge]]ll`][mklge]jf]]\kgjlg[j]Yl]l`]hjgh]jmkY_]
[gf\alagfk$Ykafl`][Yk]g^afklYddYlagfk&
 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]$l`]Y^l]j%kYd]kk]jna[]akj]dYl]\lggl`]jhjg[]kk]koal`afl`][ge%
hYfqZqgZlYafaf_af^gjeYlagfYf\j]kgmj[]k^jgel`]e$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]flkoal`afl`]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`Ylak^afYddqgZlYaf]\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[]^al^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[`a%
f]k^gj[Y^]kYf\j]klYmjYflk&D]lÍk`Yn]YdggcYll`]\a^^]j]fl
hjg[]kk]klYcaf_hdY[]afl`ak[gehYfqlghjg\m[]Yf]oeg\]d
Yf\l`]j]dYlagfk`ahg^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[`$o`a[`j]n]Ydkl`Yl[mk%
lge]jkoYfll`][g^^]]eY[`af]klglYc]mhd]kkkhY[]&
AlYdkgj]n]Ydkl`Yll`][g^^]]eY[`af]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[`af]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$Yk[mklge]jk[gehdYaf]\l`YleY[`af]k
`Y\^]Ylmj]kl`Ylo]j]fgl]phdYaf]\$gjfglkm^^a[a]fldq
]phdYaf]\$afl`]ljYafaf_hjg[]kk&>gjl`akhmjhgk]$l`]
[gehYfqoaddmk]l`][mklge]jkÍj][gj\lg\]l][ll`gk]
o`g`Yn]YeY[`af]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[`af]j]hdY[]e]flYlYn]jqdgo[gkl&
Activities
3. AeY_af]l`Ylqgmogjcafl`]Y^l]j%kYd]kk]jna[]g^l`][gehYfq
Aehj]kagfY$K&D&$o`a[`akafl`]Zmkaf]kkg^hjafl]jk^gjg^^a[]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]]^^a[a]fldq7
c) 9f\^jgel`]eYjc]laf_\]hYjle]fl7
189
9
After-sales service
3. Quality management
and the after-sales service
Important
AKG1(((;]jla^a[Ylagf
L`] l]je AKG klYf\k ^gj l`]
Afl]jfYlagfYd Gj_YfarYlagf ^gj
KlYf\Yj\arYlagf&
L`]afl]jfYlagfYdklYf\Yj\k\]n]%
dgh]\Zql`akgj_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_ []jla^a[Yl]k l`Yl _mY%
jYfl]][]jlYafimYdalqklYf\Yj\kak
YfaehgjlYfllggd$YkalljYfkealk
[gf^a\]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]imYdalqafl`akhjg[]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$`golg\galYf\o`Yllgmk]
afl`]hjg[]kk3lg\gl`ak$l`]^gddgoaf_]d]e]flkemklZ]\]^af]\Yf\\]ka_f]\2
1. Define the characteristics of the after-sales service, o`a[`eYqZ]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`] ]^^a[a]f[q Yf\ ]^^][lan]f]kk g^ l`] Y^l]j%kYd]k
k]jna[]$kgl`]aj\]^afalagfk`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[afË 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\]^af]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[`a]naf_YimYdalqk]jna[]3l`]j]^gj]o]emkl\]^af]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^^afl`ak\]hYjle]flemkl`Yn]l`]Yhhjg%
hjaYl]ljYafaf_&Afl`akdaf]$\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
L`akklY_]e]Yfkl`Ylo]oadd[Yjjqgml]n]jql`af_o]`Yn]hdYff]\afl`]hj]nagmkklY_]$
o`a[`e]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^^akYf]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[]$o`a[`e]Yfk2
;Yd[mdYl]l`]h]j^gjeYf[]af\a[Ylgjk^gj]Y[`k]jna[]&
Measurel`]Y[lmYd
kqkl]eh]j^gjeYf[]$
^gjo`a[`o]emkl2
J][gj\l`]hjg[]\mj]mk]\^gj]Y[`k]jna[]&
;`][cl`]mk]g^l`]j][gj\k&
;gehYjaf_Y[`a]n]\d]n]dklghdYff]\d]n]dk&
CompareY[lmYd
h]j^gjeYf[]oal`
l`YlhdYff]\$
o`a[`e]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$
o`a[`e]Yfk2
J][gj\af_Y[lagfklYc]f&
9kk]kkaf_l`]]^^][lan]f]kkg^e]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_]kg^imYdalqeYfY_]%
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[`a]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=khYŽgd]k$K&9&`Ykl`j]]lqh]kg^[mklge]jk2
Solution:
- Af\ana\mYd[mklge]jk fYlmjYdh]jkgf!&
1. HdYfl`]Y^l]j%kYd]kk]jna[]&
- ;gehYfa]koal`YkeYdd^d]]lg^n]`a[d]k&
2. Aehd]e]flk]jna[]imYdalq$l`YlaklgkYq$h]j^gje]n]jq%
l`af_l`Yl`YkZ]]fhdYff]\&
- Ljm[caf_[gehYfa]k&
O`Yl Y[lagfk emkl F]mela[gk =khYŽgd]k$ 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=khYŽg%
d]k$K&9&lge]Ykmj]l`]]^^][lan]f]kkYf\]^^a[a]f[qg^alk
[mklge]jk]jna[]7
192
5. K`gmd\F]mela[gk=khYŽgd]k$K&9&^gddgol`]kYe]hjg[]%
\mj]oal`Yddl`j]]lqh]kg^[mklge]jk7O`Yl[gmd\Z]l`]
\a^^]j]f[]k7
After-sales service
4. Techniques and tools
for quality management
9
Web
L`]j]Yj]k]n]jYdklYlakla[YdYf\d]Y\af_l][`faim]kl`Ylo][Yfmk]^gjl`]eYfY_]e]flg^
imYdalqafl`]Y^l]j%kYd]kk]jna[]hjg[]kk3kge]g^l`]eYj]mk]\afYkh][a^a[Y[lagf$^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&
;`][cl`akdafc^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\^af\af_affg%
nYlan]kgdmlagfk&
 >gjYf]^^][lan]mk]$^an]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]]f^an]Yf\]a_`lh]ghd]$Yf\alk`gmd\dYklZ]lo]]fl`ajlqeafml]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]$]kh][aYddq
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193
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Cause-and-effect diagram
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195
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B. Technical support service
Do you know that...?
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Royal Legislative Decree 1/2007,
November 16th, passing the consolidated text of the General
Law for Consumers and Users
Protection and other complementary laws.
Chapter IV. Additional commercial warranty, documentation
requirements and after-sales
service.
Article 127.J]hYajYf\Y^l]j%kYd]k
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196
After-sales service
9
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gmlY^gddgo%mhgf[mklge]jkYlak^Y[lagfYZgmll`]kgdmlagf&L`ak^mf[lagfeYqZ]h]j^gj%
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– Aloadd`]dhmkassess the qualityg^gmjk]jna[]&L`mk$a^l`][mklge]jakfglkYlak^a]\$o]
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Ykk]kk]\afl`]^ajkl[gflY[l$Yf\kggf&
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Case study 5. After-sales department structure
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RECEIVING AND
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9^l]j\gaf_al$alogjck&
END
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allgl`]l][`fa[Ydkmhhgjlk]jna[]&
Solution:
Discrimination
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Management
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lge]jkgfl`]o]]c]f\k&
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af_ l`Yl l`]q `Yn] j][]an]\ lg mk] l`] f]o eY[`af]
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afl`]9DE+(((eg\]d$Yf\l`ak^Yadmj]eYq[Ymk]l`]
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197
9
After-sales service
6. Management tools
of an after-sales service
Lg\]n]dghalk^mf[lagfk$l`]Y^l]j%kYd]kk]jna[]gj\]hYjle]flf]]\kYk]ja]kg^lggdkkgl`Yl
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Y^l]jhmj[`Ykaf_Yhjg\m[lgjk]jna[]&Kh][a^a[Yddq$l`]egkl[geegflggdkYj]2
Database
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k]kl`]q`Yn]eY\]$]l[&!&>gjl`]\YlYZYk]lgZ]]^^][lan]$alemklZ]h]jag\a[Yddqmh\Yl]\3l`akakY[jm[aYd
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oadd`]dhl`]\]hYjle]flhjgna\]l`]f][]kkYjq[Yj]Yf\^gddgo%mhY^l]jl`]kYd]&
Telemarketing
 9ko]klm\a]\afMfal.$l`aklggdak[Yjja]\gmlgn]jl`]h`gf]Yf\Yddgokmklg[geemfa[Yl]oal`gmj
[mklge]jkima[cdq$]^^a[a]fldqYf\hjg^alYZdq&
Correspondence
Websites and email
Personal visit
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afnalYlagfklg]n]flk$^j]]kYehd]k$Yf\kggf&
 ;mjj]fldq$^YpYf\]eYadYj]mk]\lgk]f\l`]k]e]kkY_]k$Ykl`]k]e]Yfk`Yn]l`]Y\nYflY_]g^l`]kh]]\
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k]jna[]k&L`akkqkl]e^]Ylmj]kkh]]\Zgl`af\]dan]jqYf\j][]ahlg^l`]e]kkY_]&
 L`akakl`]egkl]ph]fkan]e]l`g\g^^gddgo%mh$ZmlYdkgl`]gfdqgf]l`YlYddgokY^Y[]%lg%^Y[][geemfa[Y%
lagfafZgl`\aj][lagfk&O`]fY[gehYfqlYc]kl`]lae]lgeYc]Yh]jkgfYdnakal$l`][mklge]j^]]dknYdm]\&
 9^l]jl`]nakal$o]emklYdoYqkhj]hYj]Yj]hgjllgc]]hYZ]ll]jljY[cg^[mklge]jkYlak^Y[lagf&
Table 9.7. ;geegflggdkg^l`]Y^l]j%kYd]kk]jna[]&
Case study 6. Management tools
O`Yl lggdk [Yf l`] [gehYfq g^ ;Yk] klm\q + F]mela[gk =khYŽgd]k$ K&9&! mk] lg
eYfY_]alk[mklge]jk]jna[]7
Solution:
Database. <]n]dghYdaklg^\YlY^jgeYdd[mklge]jk$Zgl`af\ana\mYdkYf\[gehYfa]k&
Telemarketing.;YddYo]]cY^l]j[`Yf_af_laj]klg[`][c[mklge]jkYlak^Y[lagf&
Correspondence. EYadY[YlYdg_m]g^ZjYf\kYf\hja[]kg^laj]kYf\jaek&
Internet. @Yn]Yo]Zkal]hjgeglaf_alkhjg\m[lkYf\l`jgm_`o`a[`[mklge]jk[Yfk]f\
km__]klagfkgj[gehdYaflk$Yf\]n]feYc]YfYhhgafle]fllgZjaf_l`]ajn]`a[d]klgl`]
ogjck`gh&
Personal visit.J]_mdYjnakalk$eYafdqlgljm[caf_[gehYfa]k$lg[YjjqgmlY^gddgo%mhg^
l`]mk]g^l`]ajhjg\m[lk$k`goaf_Yfafl]j]klaf[mklge]jk&
Activities
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F]mela[gk=khYŽgd]k$K&9&g^^]jmkaf_l`]k]lggdk7
10. Afj]dYlagfoal`Y[lanalq*$`googmd\qgmmk]l`]eYfY_af_lggdkg^l`]Y^l]j%kYd]k
k]jna[]afY[Yj[gehYfq7
198
After-sales service
9
Summar y
Set of mechanisms and tasks that the organization uses, once the sale is done,
to achieve total customer satisfaction so that the customer wants to buy again,
to recommend the brand or product, and so on.
After-sales service
Types of after-sales
services
Promotional/Psychological/Security/Maintenance.
Technical services
for products
Installation/Maintenance/Repair.
Services for customers
Training for use/Handling of complaints and claims.
Life cycle stages of the product or service: Introduction Æ Growth Æ Maturity Æ Decline
Relationship with
the product life cycle
The after-sales service as a
competitive strategy
Introduction: after-sales service to make consumers feel secured.
Growth: after-sales service that differentiates us from our
competitors and that is aimed at making the customer buy again.
Maturity: satisfactory after-sales service for customers.
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
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After-sales service
9
Ch ec k your lear ning
Define the after-sales service and its structure within the
organization
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2. O`Ylak[mklge]jdgqYdlq7
Assess the importance for a company to offer an after-sales
service to its customers
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10. O`a[`g^l`]k]jna[]kl`YlYj]j]dYl]\lghjg\m[lk[YfZ]
hjgna\]\lg[mklge]jk7
Identify the actions and tools for quality management in
the after-sales service
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d) 9^l]j%kYd]kk]jna[]k\gfÍlj]imaj]Y^afYf[aYdafn]kle]fl&
b) LjYafaf_l`]klY^^j]khgfkaZd]^gjl`]\]n]dghe]flg^l`]
k]jna[]&
e) 9f Y^l]j%kYd]k k]jna[] ak bmkl l`] oYjjYflq g^^]j]\ Zq
[gehYfa]kgfdgf_%dYklaf_hjg\m[lk&
c) <]^afaf_l`]af\a[YlgjklgYkk]kkh]j^gjeYf[]&
Know the after-sales services that companies may offer
d) 9[imajaf_f][]kkYjqj]kgmj[]k^gjl`]\]n]dghe]flg^
l`]k]jna[]&
6. Dakll`]lqh]kg^Y^l]j%kYd]kk]jna[]kl`Yl[gehYfa]keYq
g^^]j&
e) <jYoaf_egj]YeZalagmkYf\\]eYf\af__gYdkl`Yld]Y\
lg_j]Yl]j\]_j]]g^h]j^][lagfYf\lg`a_`imYdalqhjg%
\m[lk&
7. =phdYafl`]lqh]g^Y^l]j%kYd]kk]jna[]afngdn]\af]Y[`g^
l`]^gddgoaf_[Yk]k2
f) <]^afaf_l`][`YjY[l]jakla[kg^l`]Y^l]j%kYd]kkqkl]e&
a) 9_YkklYlagfg^^]jkY[Yj\lgalk[mklge]jkafo`a[`l`]q
[YfY[[memdYl]hgaflkl`Yl[YfZ]]p[`Yf_]\^gj_a^lk&
b) 9fYhhdaYf[]ZjYf\g^^]jkY^gmj%q]YjoYjjYflqgfYddalk
hjg\m[lk&
c) 9[Yj\]Yd]jk`ahhjgna\]kalk[mklge]jkoal`Y^ajklj]na%
kagf^gj^j]]&
d) 9Zgmlaim][`Yafk]f\kYZajl`\Yq[Yj\lgYdd[mklge]jk&
e) 9ZjYf\g^kgmf\Yf\aeY_]\]na[]kg^^]jkalk[mklge]jk
l`]hgkkaZadalqg^lglYdj]^mf\gfhjg\m[lka^l`]qYj]fgl
kYlak^a]\&
g) ;gehYjaf_Y[lmYdh]j^gjeYf[]lghdYff]\h]j^gjeYf[]&
16. O`a[`g^l`]^gddgoaf_klYl]e]flkYZgmlimYdalqeYfY%
_]e]flafl`]\]n]dghe]flg^[mklge]jk]jna[]Yj]ljm]7
;gjj][ll`gk]l`YlYj]^Ydk]&
a) L`]j]khgfk]lae]afj]hYajkgj[gehdYaflkYf\[dYaek
`Yf\daf_akYimYdalYlan][`YjY[l]jakla[&
b) <mjaf_l`]aehd]e]flYlagfg^imYdalq$l`]ljYafaf_f]]\k
g^l`]klY^^Yj]a\]fla^a]\afgj\]jlg]fkmj]alkh]j^gj%
eYf[]&
c) Af_]f]jYd$aehd]e]flaf_imYdalqafl`]Y^l]j%kYd]kk]j%
na[]hjg[]kke]Yfkaehd]e]flaf_alkhdYf&
201
9
After-sales service
Ch ec k your lear ning
17. Dakll`]lggdkYf\l][`faim]kl`YlY[gehYfqeYqmk]^gj
imYdalqeYfY_]e]fl&
18. O`a[`g^l`]^gddgoaf_klYl]e]flkYj]ljm]7;gjj][ll`gk]
l`YlYj]^Ydk]&
a) L`]Y^l]j%kYd]kk]jna[]k`gmd\Z]mf\]jl`]klja[lkmh]j%
nakagf g^ l`] [gee]j[aYd \]hYjle]fl$ Yk [gfljgddaf_
l`] hjg[]kk ak egj] aehgjlYfl l`Yf Y ima[c j]khgfk]
lgl`][mklge]jj]khgfk]&
b) L`] l][`fa[Yd kmhhgjl k]jna[] gfdq h]j^gjek gf%kal]
j]hYajk&
c) L`]]ph]jlg^l`]l][`fa[Ydkmhhgjlk]jna[]emkl\]^]f\
l`] [gehYfq af l`] ]n]fl l`Yl Y [mklge]j oYflk lg
eYc]YfYZmkan]mk]g^l`]hjg\m[loYjjYflq&
Relationship of the after-sales service with other processes
within the organization
22. O`Yl Yj] l`] afhmlk ^jge Zmkaf]kk ]fnajgfe]fl lg l`]
gj_YfarYlagf7?an]]pYehd]kg^]Y[`&
23. 9ko]`Yn]klm\a]\$o`YlgmlhmlklgZmkaf]kk]fnajgfe]fl
Yf\lggl`]jafl]jfYdhjg[]kk]k[Yfg[[mjafY[gehYfq
Yae]\YleYfm^Y[lmjaf_\a_alYd[Ye]jYk7
24. 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`]
[gklkg^alkjYl]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 oal`af 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[lgjqg^oYk`af_eY[`af]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. L`afcYZgmll`]dYl]klhjg\m[lkgjk]jna[]kqgmhmj[`Yk]\
Yf\]phdYafa^kge]g^l`gk][gehYfa]k`Yn]mk]\Yfqg^
l`]lggdkl`Ylo]`Yn]klm\a]\afl`akmfal&
28. AeY_af]l`YlqgmogjcafY[dafa[g^[gke]la[lj]Yle]flk&
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l`]Y^l]j%kYd]kk]jna[]7
29. O`a[`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\
`ael`YlYf]ph]jlogmd\[Ydd`aelog\YqkY_glgkgdn]
kge]\gmZlkYZgmll`]`Yf\daf_g^l`]Yhhda[Ylagf$Zml
fggf]`Yk[Ydd]\`aeq]l&
d) >Ypakfglg^l]fmk]\YkYe]Yfklgc]]haflgm[`oal`
[mklge]jk&
b) 9[mklge]j[Yddklgk]]a^l`]kg^loYj]k`]Zgm_`llog
q]YjkY_gak[gehYlaZd]oal`l`]f]ogh]jYlaf_kqkl]e
l`YlEa[jgkg^lakj]d]Ykaf_&
202
c) 9[mklge]j[YddkZ][Ymk]Yhjg_jYe`Yk^jgr]f]pY[ldq
o`]f `] oYk kYnaf_ l`] [`Yf_]k g^ Y \g[me]fl Yf\
oYflklgcfgoa^l`]af^gjeYlagf[YfZ]kYn]\&
c) L]d]eYjc]laf_Yddgokmklg[geemfa[Yl]oal`gmj[mk%
lge]jkima[cdq$]^^a[a]fldqYf\hjg^alYZdq&
e) EYfq [gehYfa]k Ydj]Y\q `Yn] Y o]Zkal] oal` ^gjek
l`jgm_`o`a[`[gfkme]jk[Yfk]f\]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_`
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 <]^af]l`][gf[]hlg^^ad]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]fl^ad]e]\aY&
And you’ll study:
 L`]aehgjlYf[]g^k][mjalqo`]f
\]Ydaf_oal`af^gjeYlagf&
 L`]^mf[lagfkg^l`]^ad]&
 L`]lqh]kg^]paklaf_^ad]k&
 L`][dYkka^a[Ylagfkqkl]ek2Ydh`YZ]la[Yd$
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Yf\l`]eYla[&
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10
The information processing
1. Information processing
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[gehYfqalk]d^gjZqgl`]j[gehYfa]kl`Yl$aflmjf$`Yn]kgd\l`]e&
L`] mk]jk g^ l`ak af^gjeYlagf [Yf jYf_] ^jge eYfY_]jk lg ZYka[ klY^^$ Zgl` af hjanYl] Yf\
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@go]n]j$ Ydd l`ak af^gjeYlagf ak fgl _]fmaf]dq valuable a^ al ak fgl hjgh]jdq mh\Yl]\ gj
[dYkka^a]\&L`mk$gf[][gdd][l]\$l`][gehYfq`Yklgkgjl$k]d][lYf\hjg[]kkl`ak\YlY$Ykl`akak
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L`ak e]Yfk l`Yl o] emkl [Yjjq gml l`] information processing$ 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_]kg^af^gjeYlagfhjg[]kkaf_&
1.1. Information search
Fig. 10.1. L`][dYkka^a[Ylagfg^af^gjeYlagf
ak[jm[aYdlgeYc]l`]egklg^alknYdm]&
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_Yl`]j]\l`]af^gjeYlagf^jgegl`]jkgmj[]k$o]j]^]jlgsecondarykgmj[]k&
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Internal
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Table 10.1. Kgmj[]kg^af^gjeYlagf&
204
External
The information processing
10
Finding information on the Internet
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kYe]]pYehd]$a^o]lqh] "Mfan]jka\Y\\]:Yj[]dgfY"$o]oadd_]lYddl`]j]kmdlkj]dYl]\
lgl`akkh][a^a[mfan]jkalq$Zmla^o]afljg\m[]l`]ogj\"mfan]jka\Y\"Yf\"@m]dnY"afl`]
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Fig. 10.2. Kmj^af_l`]Afl]jf]lakfgl
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l`] ]pY[l l]je o] Yj] dggcaf_ ^gj$ Zml \]janYlagfk g^ al gj kaeadYj ogj\k& 9_Yaf$ o] [Yf
hj]n]fll`akmkaf_imglYlagfeYjck&
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h]j^gjel`]^mf[lagfkl`YlYj]mkmYddq[Yjja]\gmloal`l`]Y\nYf[]\k]Yj[`$Yf\o]emkl
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lgjkmkmYddqogjcafYddZjgok]jk2
– Boolean operators: mkmYddq 9F<$ GJ Yf\ FGL& A^ o] mk] 9F< Z]lo]]f log ogj\k
afl`]k]Yj[`[gf\alagf$o]Yj]l]ddaf_l`]k]Yj[`]f_af]l`Ylo]oYflj]kmdlk[gflYaf%
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Z]^gj]Yogj\o]Yj]klYlaf_l`Ylo]\gfÍloYfll`]^ajklogj\lgZ]j]dYl]\lgl`]k][gf\
gf]&
– Proximity operators: mkmYddq F=9J Yf\ 9<B klYf\af_ ^gj "Y\bY[]fl"!& L`] gh]jYlgj
F=9J `Yk l`] kYe] ^mf[lagf Yk 9F<$ Zml gfdq j]lmjfk l`gk] o]Zkal]k af o`a[` 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`] \]^afalagf g^ alk Zmka%
f]kkYj]Yk&
Business tactics. Alakl`]j]YdarYlagf
g^l`]kljYl]_qafl`]k`gjl]jl]je
hdYfk$km[`Ykl`]lqh]g^hjg\m[lk
l`Yll`][gehYfqoadddYmf[`&
Business operations. Al ak l`]
kh][a^a[oYqg^h]j^gjeaf_gh]jY%
lagfkgfY\Yq%lg%\YqZYkak&
9ll`]Z]_affaf_g^l`akmfalo]]phdYaf]\l`Yll`]af^gjeYlagfl`][gehYfqgZlYafkemklZ]
[dYkka^a]\gj$afgl`]jogj\k$Z]_jgmh]\Zq[geegf[`YjY[l]jakla[kgjYlljaZml]k&L`akf]]\
^gj[dYkka^a[Ylagfg^af^gjeYlagfakl`]kgmj[]g^l`] information systems AK!$mk]\lgkgjl$
hjg[]kkYf\mk]af^gjeYlagf&
9f]^^][lan]af^gjeYlagfkqkl]ek`gmd\af[dm\]l`]^gddgoaf_^]Ylmj]k2
 Accuracy&L`ak^]Ylmj]akn]jqaehgjlYflaf]n]jqaf^gjeYlagfkqkl]e&@go]n]j$Y[[mjY[q
mkmYddq aehda]k `a_` [gklk af l]jek g^ lae] Yf\ egf]q3 l`mk$ 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&L`akeYq`Yn]\a^^]j]flYhhjgY[`]k2l`]mk]g^k][mjalqd]n]dk^gj]n]jqmk]j$l`]
k][mjalqg^klgj]\af^gjeYlagfgjl`]hjgl][lagfg^l`][gf^a\]flaYdalqg^h]jkgfYd\YlY&
Af^gjeYlagf kqkl]ek eYq Z] classified Y[[gj\af_ lg k]n]jYd hgkkaZadala]k& L`] ^ajkl gf] ak
j]dYl]\lgl`]eYaf^mf[lagfg^l`]k]kqkl]ek2[dYkka^a[Ylagfg^af^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$l`ak[dYkka^a[Ylagfaf[dm\]kfour typesg^af^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`]`a]jYj[`a[Ydd]n]d&
Activities
1. EYl[`l`]lqh]kg^af^gjeYlagfkqkl]ekYf\l`]`a]jYj[`a%
[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?mla†jj]r$_]f]jYdeYfY_]jg^Af\mkljaYk;geafg$
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]Yldq`af\]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[dYkka^a[Ylagfg^af^gjeYlagfkqkl]ek\ana\]kl`]eaflg exact systemsYf\ambiguous systems&
9 [dYkka^a[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][dYkka^a[Ylagf&Aflmjf$l`]k]kqkl]ek[YfZ][dYkka^a]\Ydh`YZ]la[Yddq$_]g_jYh`a[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^^o]eYqmk]
l`]Ydh`YZ]la[Ydgj\]jg^l`]]ehdgq]]kÍkmjfYe]k&
 Geographical classification: al ak ZYk]\ gf l`] hdY[] ^jge o`a[` l`] af^gjeYlagf ak
gZlYaf]\&>gj]pYehd]$o]eYq[dYkka^qkge]af^gjeYlagf^jge[mklge]jkY[[gj\af_lgl`]
hdY[]o`]j]l`]qdan]&
 Chronological order:algj_Yfar]kaf^gjeYlagfZq\Yl]&9f]pYehd]akY[[gmflaf_af^gjeY%
lagf$o`a[`akmkmYddqgj_Yfar]\Y[[gj\af_lgl`]\Yl]gfo`a[`gh]jYlagfkYj]h]j^gje]\&
10
Do you know that...?
Gf] g^ l`] mk]k g^ _]g_jYh`a[Yd
[dYkka^a[Ylagfg^af^gjeYlagfakl`]
kg%[Ydd]\geomarketing&
>gj]pYehd]$o`]fo]Yj]afYeYdd
Yf\o]oYfllghYq$o]Yj]mkmYddq
Ykc]\ gmj rah [g\]& L`ak 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_jYh`a[YdYj]Yk&L`akYddgok
^gj egj] ]^^a[a]fl eYjc]laf_
gh]jYlagfkYae]\Ylhgl]flaYd[mk%
lge]jkaf]Y[`Yj]Y&
Af[gfljYkllg]pY[l[dYkka^a[Ylagfkqkl]ek$o]j]^]jlgambiguouskqkl]eko`]fl`]mk]jg^
l`]af^gjeYlagfak_an]fl`][`Yf[]lgk]Yj[`^gj[]jlYaf[gfl]fll`]]pY[ldg[Ylagfg^o`a[`
akmfcfgof$Zmlo`a[`[gmd\Z]^gmf\Zqk]Yj[`af_Ykh][a^a[[Yl]_gjq&>gj]pYehd]$o]oYfl
lgY[[]kkl`]h]jkgfYdhjg^ad]g^Yf]ehdgq]]3o]\gfÍlcfgo`akgj`]jfYe]Zmlo]cfgo
l`Yl`]gjk`]Z]dgf_klgl`][gee]j[aYd\]hYjle]fl&
L`]j]^gj]$a^l`]j]akY[dYkka^a[Ylagfg^]ehdgq]]kY[[gj\af_lgl`]\]hYjle]fllgo`a[`l`]q
Z]dgf_$aloaddZ]n]jq]Ykqlg^af\l`]af^gjeYlagfo]f]]\&9eZa_mgmk[dYkka^a[Ylagfkqkl]ek
af[dm\]l`]eYla[[dYkka^a[YlagfYf\[dYkka^a[YlagfZq_jgmhkg^mk]jk2
 Thematic classification: kaeadYj[gfl]flkYj]_jgmh]\Zq[Yl]_gjq&>gj]pYehd]$Yddaf^gj%
eYlagf[gf[]jfaf_kmhhda]jk&
 Classification by groups of users: o`]f l`] af^gjeYlagf ak hj]k]fl]\ k]hYjYl]dq lg l`]
nYjagmkafl]j]kl]\hYjla]k&>gj]pYehd]$Yo]Zkal]afo`a[`l`]af^gjeYlagfg^afl]j]kl^gj
kmhhda]jkakk]hYjYl]\^jgel`]af^gjeYlagfg^afl]j]kl^gj[mklge]jkgj^jgel`][gfl]flk
^gj]ehdgq]]k&
Af kmeeYjq$ o] [Yf j]hj]k]fl Ydd l`]k] kqkl]ek g^ af^gjeYlagf [dYkka^a[Ylagf Yk ^gddgok
LYZd])(&+!2
Exact systems
Ambiguous systems
9dh`YZ]la[Yd[dYkka^a[Ylagf
L`]eYla[[dYkka^a[Ylagf
?]g_jYh`a[Yd[dYkka^a[Ylagf
;`jgfgdg_a[Yd[dYkka^a[Ylagf
;dYkka^a[YlagfZq_jgmhkg^mk]jk
Table 10.3. Af^gjeYlagfkqkl]ekY[[gj\af_lgalkY[[mjY[q&
Activities
3. AeY_af]l`Yll`]^ad]kg^l`]]ehdgq]]kg^Y[gehYfqaf[dm\]l`]fYe]$Y\\j]kkYf\
q]Yjkg^k]fagjalq&O`Yl[dYkka^a[Ylagfkqkl]ek[gmd\Z]mk]\lghjgh]jdqgj_Yfar]l`ak
af^gjeYlagf7
4. L`][gehYfq9D>9$K&D&akafl`]Zmkaf]kkg^YfaeYl]\^adekYf\[dYkka^a]kalkaf^gj%
eYlagfmkaf_k]hYjYl][jal]jaY^gjegna]k^gj[`ad\j]fYf\^gjY\mdlk&O`Yllqh]g^
[dYkka^a[Ylagf\g]kalmk]o`]feYcaf_l`akk]hYjYlagf7
Watch out!
Afl][`fgdg_q]fnajgfe]flk$metaphorical classification ak mk]\
kge]lae]k& L`] a\]Y ak lg mk]
^YeadaYjl]jeklg]phdYafYZkljY[l$
af^gjeYlagf%j]dYl]\ [gf[]hlk lg
l`] mk]j& >gj ]pYehd]$ l`] ^ajkl
l`af_ 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\[dYkka^a]\af^gjeYlagf$o]emkl[YjjqgmlY^adl]jaf_hjg[]kko`]j]
o]oaddc]]hafl]j]klaf_af^gjeYlagf$fglgfdq^gjl`][gehYfq$ZmlYdkglggl`]jhgl]flaYd
mk]jkl`Yll`]q[Yfj]na]ol`akaf^gjeYlagf ^gj]pYehd]$Yfafl]jfYdYm\algj!&
L`]h]jkgfj]khgfkaZd]^gjl`]k]d][lagfg^af^gjeYlagfk`gmd\c]]hl`]\YlYl`Yl$af`akgj`]j
ghafagf$Yj]egj]aehgjlYflY[[gj\af_lgl`]afalaYdhmjhgk]g^af^gjeYlagf_Yl`]jaf_&
O][Yf\]^af] information selection YkYfqY[lagfl`Yll]f\klgYkk]kk$\ak[jaeafYl]
Yf\^adl]j$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^ l`ak ak l`] [Yk] g^
Y[gehYfqg^9;gjmŽYl`Ylgf[]
l`gm_`l YZgml dYmf[`af_ Y f]o
hjg\m[l& Lg eYc] l`] \][akagf$ al
[geeakkagf]\Ykmjn]q$l`]j]kmdlk
g^o`a[`^gj]kYol`Yll`akdYmf[`
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_l`aklYkc$o]emklYkk]kkl`]af^gjeYlagfYnYadYZd]lgmk&Lg\gl`ak$o]oaddYhhdq
gZb][lan] l][`faim]k ZYk]\ gf [jal]jaY gj hYjYe]l]jk mf\]j o`a[` 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`Yll`akYkk]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]\[jal]jaYlgh]j^gje^adl]jaf_Yf\
k]d][lagfg^af^gjeYlagf$Yf\]n]jql`af_oadd\]h]f\gfl`]f]]\kl`Yll`]Zmkaf]kkgj_Yfa%
rYlagfeYq`Yn]YlY_an]flae]&L`ak^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 ^af\ o`]f k]d][laf_ af^gjeYlagf ak l`] saturation l`Yl
l`] h]jkgf af [`Yj_] g^ ^adl]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$oal`eg\]jf[gehml]jkqkl]ekYlgmj\akhgkYdYf\mk]g^klYl]%g^%l`]%Yjl
klgjY_]kqkl]ek$l`akhjgZd]eak\akYhh]Yjaf_$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 l`ak caf\ g^
[gfljgd&Afl`]^a]d\g^af^gjeYlagf
k]d][lagf$l`]afl]jfYdYm\algjn]ja%
^a]k l`Yl l`] af^gjeYlagf e]]lk
l`] gZb][lan]k l`Yl l`] [gehYfq
`Ykhj]nagmkdqk]l&
208
 Information use and interest:\mjaf_l`]^adl]jaf_hjg[]kk$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]$^gjl`]eYfY_]e]flg^l`][gehYfq!&L`]af^gjeYlagf
eYq`Yn]fghjY[la[Ydafl]j]kl^gjl`][gehYfq^gjk]n]jYdj]Ykgfk2
– L`]j]akaf^gjeYlagfoal`kaeadYj[gfl]fl2afl`ak[Yk]$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]j2l`akako`ql`]afalaYdYkk]kke]fl[YffglZ]\gf]oal`gml
lYcaf_aflgY[[gmfll`]hgl]flaYdhmZda[l`YleYqmk]l`akaf^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]ja^a]\gj[`][c]\&Afl`]]n]fl
l`Ylo]`Yn]]na\]f[]l`YlYk]ja]kg^\YlY`Yn]fglZ]]fn]ja^a]\$l`akaf^gjeYlagfoaddZ]
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 Available time:af_]f]jYd$l`]lae]o]`Yn]akk[Yj[]&@go]n]j$l`]egj]lae]$l`]egj]
dac]dql`Ylk]d][l]\af^gjeYlagfakj]d]nYfllgl`]gZb][lan]ko]`Yn]k]l&
 Nature of information: l`]e]\ameafo`a[`af^gjeYlagfak[gdd][l]\$alkY[[]kkaZadalq^gj
]f\mk]jkgjl`]gja_afYdalqg^l`]af^gjeYlagfYj]^Y[lgjkl`Ylo]emkl`Yn]afeaf\o`]f
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 Source of information: o] eYq Z] afl]j]kl]\ af cfgoaf_ l`] gja_af g^ l`] af^gjeYlagf
o`]fo]eYc]l`]k]d][lagf3a^l`]\YlYkgmj[]ako]dd%cfgof$o]oadd[`ggk]l`akgf]af%
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10
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j]d]nYfl^gjgmjhmjhgk]Yf\\ak[Yj\mk]d]kkgjaf[gehd]l]af^gjeYlagf&
Case study 1. Information selection. Criteria
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6. O`Yl hjgZd]ek j]dYl]\ lg af^gjeYlagf k]d][lagf \g qgm
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209
10
The information processing
1.4. Interpretation and presentation of information
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L`]j]Yj] two typesg^af^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 o`a[` 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 l`ak 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_
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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`]_jYh`a[Ydj]hj]k]flYlagfg^l`]egklaehgjlYflaf^gjeYlagf&AlmkmYddq
[gfkaklkg^Ylald]$l`]k][lagfkg^l`]k[`]e]Yf\egklj]d]nYfla\]Ykoal`af]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
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 Table:al[gflYafkYk]ja]kg^\YlYl`Ylj]dYl]lg]Y[`gl`]j >a_&)(&,!&L`]kljm[lmj]g^Y
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210
The information processing
10
 Graph:alakYj]hj]k]flYlagfg^Yfaf^gjeYlagfZgpgjlYZd]&Alakn]jqmk]^mdlgnakmYdar]
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211
10
The information processing
1.5. Information security
Information securityakl`]k]lg^e]Ykmj]klYc]fZqaf\ana\mYdkYf\gj_YfarYlagfklg
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10
 Availability
Vocabulary
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9ko]`Yn]klm\a]\kg^Yj$alak[d]Yjl`Ylalakn]jqaehgjlYfll`Ylgj_YfarYlagfkYj]hj]n]fl]\
^jgeYfqhgkkaZd]af[a\]fll`Yl]f\Yf_]jkl`]k][mjalqg^af^gjeYlagf&O]`Yn]Ydkg]phdYaf]\
l`Yll`]k]nagdYlagfkYj]fglgfdq\m]lg[gehml]j%lqh]akkm]kYf\l`Yll`]l]Yej]khgfkaZd]
^gjaf^gjeYlagfk][mjalqk`gmd\Z]^gj]oYjf]\Yf\hj]hYj]\^gjYfqcaf\g^hjgZd]e&
L`]j]^gj]$l`]af^gjeYlagfk][mjalqhdYfk`gmd\af[dm\]l`]k]hgaflk2
 Prevention2alakl`]egklaehgjlYflgf]$Ykalaklgaehd]e]flZYjja]jkY_Yafklhgl]flaYd
YllY[ckgjaf[a\]flk&Kge]]pYehd]kYj]Ykka_faf_hYkkogj\klg[gehYfqdYhlghk$`Ynaf_l`]
hgkkaZadalqg^\]Y[lanYlaf_l]d]h`gf]kqkl]ekaf[Yk]g^dgkk$eYcaf_h]jag\a[YdZY[cmhkgj
ljYafaf_gl`]j[gehYfqklY^^YZgmll`]aehgjlYf[]g^]fkmjaf_af^gjeYlagfk][mjalq&
Hacker. 9h]jkgfo`g`Yk]pl]f%
kan] [gehml]j kcaddk$ ]kh][aYddq af
k][mjalq eYll]jk$ Yf\ o`g mk]k
l`]e lg hjgl][l gj_YfarYlagfk gj
lgoYjfYZgmlk][mjalqZj]Y[`]k&
Cracker. L`ak af\ana\mYd Ydkg `Yk
ka_fa^a[Yfl[gehml]jkcaddk$Zml`ak
gj`]j_gYdaklglYc]Y\nYflY_]g^
^dYokafl`]kqkl]ek^gj`akgj`]j
gofZ]f]^al&
Script kiddie. Al ak Y [gehm%
laf_ YeYl]mj o`g `Yk fg \]]h
cfgod]\_]& L`ak h]jkgf _Yl`]jk
af^gjeYlagf^jgel`]f]logjcYf\
jmfkhjg_jYekgjafkljm[lagfkhjg%
na\]\Zqgl`]jmk]jk&9kl`]q\gfÍl
`Yn]\]]h[gehmlaf_kcaddk$k[jahl
ca\\a]k eYq [Ymk] j]Yd hjgZd]ek
af^][laf_l`]aj[gehml]jkYf\Ydkg
l`gk]afl`]ajf]logjck&L`]qYj]
YdkgcfgofYkkca\\a]k&
 Reaction2l`]ogjc^gj[]k`gmd\Z]hj]hYj]\lgj]Y[lima[cdqlgYfqaf[a\]fl$afgj\]jlg
klghalgjlgj]\m[]l`][gfk]im]f[]k&9kl`]kYqaf__g]k$]ph][ll`]Z]klZmlhdYf^gjl`]
ogjkl&
 Restore2l`ake]Yfkhmllaf_ZY[caflggh]jYlagfYddl`]j]kgmj[]kYf\k]jna[]kl`Yl`Yn]
Z]]f Y^^][l]\ Yk ima[cdq Yk hgkkaZd]$ kg l`Yl l`] Y[lanalq g^ l`] gj_YfarYlagf _]lk ZY[c
lgfgjeYd&
 Research2 l`ak ak h]j^gje]\ lg ^af\ l`] kgmj[] g^ l`] af[a\]fl$ lg j]e]\q l`] k][mjalq
Zj]Y[`Yf\$l`mk$lghj]n]flal^jge`Yhh]faf_Y_Yaf&
B. Mechanisms to provide information security
Fgoo]oaddklm\qkge]e][`Yfakekl`Yl[Yfhjgna\]l`]k][mjalqo]`Yn]e]flagf]\YZgn]&
O] [Yf \ana\] l`]e aflg log _jgmhk2 l`gk] j]_Yj\af_ [geemfa[Ylagfk k][mjalq Yf\ l`gk]
[gf[]jfaf_klgjY_]k][mjalq&
 Communications security
1. Digital signature.AlakYk]lg^jmd]kgjhjglg[gdkl`]^mf[lagfg^o`a[`aklghjgn]l`]
Yml`]fla[alqg^Y\a_alYde]kkY_]gjYf]d][ljgfa[\g[me]fl&Al_mYjYfl]]kl`]Yml`gj%
k`ahg^l`]e]kkY_]&L`]]d][ljgfa[ka_fYlmj][YfZ]dafc]\lgYh]jkgfgjlgl`][ge%
hml]jl`Ylk]f\kl`]e]kkY_]&<]h]f\af_gfalk[gehd]palq$al[YfYdkgn]ja^ql`Yll`]
e]kkY_]`YkfÍlZ]]feYfahmdYl]\afl`]ljYfkeakkagf$l`Ylal`YkZ]]f^mddqj][]an]\Yf\
l`Yll`]j][aha]fl`Ykj]Y\al$Yf\al[Yf]n]feYc]kmj]l`Yll`]e]kkY_]akj][]an]\Zml
[YffglZ][`Yf_]\afl`]\]klafYlagf&
Afl`]Zmkaf]kk^a]d\$alakeYafdqmk]\^gjl`]^gddgoaf_hjg[]\mj]k2
– Electronic business contracts: af l`ak [Yk]$ f]_glaYlagfk Yf\ Y_j]]e]flk gf l`]
hjgnakagf g^ k]jna[]k gj hmj[`Yk] g^ _gg\k lYc] hdY[] l`jgm_` l`] ljYfkeakkagf g^
af^gjeYlagfgn]jl]d][geemfa[Ylagfkf]logjck&
– Electronic invoice:l`ak]d][ljgfa[\g[me]fle]]lkl`]kYe]d]_Ydj]imaj]e]flkYkY
ljY\alagfYdhYh]jafnga[]&
Watch out!
L`] KhYfak` DYo -1'*((+ g^ <]%
[]eZ]j )1 jmd]k l`] d]_Yd ]^^][%
lan]f]kk g^ ]d][ljgfa[ ka_fYlmj]k
Yf\ l`] hjgnakagf g^ []jla^a[Ylagf
k]jna[]kafKhYaf&
213
10
The information processing
Web
http://www.osi.es/Seguridad_
Internauta
O]Zkal] g^ l`] Afl]jf]l Mk]j
K][mjalqG^^a[] GKA!&L`ak_gn]jf%
e]flYdk]jna[]hjgna\]kl`]af^gj%
eYlagf Yf\ kmhhgjl f]]\]\ lg
hj]n]fl Yf\ kgdn] l`] k][mjalq
akkm]k l`Yl [Yf Y^^][l mk o`]f
kmj^af_l`]o]Z&
Vocabulary
Malware or malicious software. L`gk] hjg_jYek l`Yl `Yn]
Z]]f \]ka_f]\ lg af^adljYl] gl`]j
h]ghd]Ík [gehml]jk oal`gml l`]aj
[gfk]flYf\[Ymk]\YeY_]gjh]j%
^gjeadda[alY[lanala]k&
L`]j]Yj]eYfqlqh]kg^eYdoYj]k$
Yf\ l`]q Yj] [dYkka^a]\ Y[[gj\af_
lg l`] hmjhgk] ^gj o`a[` l`]q
o]j][j]Yl]\&
A^ qgm oYfl lg cfgo egj] YZgml
al$nakal2
http://www.infospyware.com
AlakY^j]]Yfla%eYdoYj][geem%
falq&
2. Trusted timestamping. L`ak e][`Yfake Yddgok lg hjgn] l`Yl []jlYaf ]d][ljgfa[ \YlY
]pakl gj `Yn] ]pakl]\$ Yf\ al af\a[Yl]k l`] lae] o`]f l`] dYkl Ye]f\e]fl g^ l`]k]
\YlYoYkh]j^gje]\&AlakfgjeYddqmk]\Ydgf_oal`l`]]d][ljgfa[ka_fYlmj]&
 Storage security
L`] ]d]e]flk g^ \YlY hjgl][lagf \mjaf_ klgjY_] af[dm\] h`qka[Yd e]Ykmj]k Y_Yafkl ^aj]$
l`]^l$^dgg\$]l[&$o`a[`Yj]mkmYddq[gn]j]\Zqgj_YfarYlagfk$fglbmkl^gjl`]kYc]g^l`]
afl]_jalqg^eYl]jaYd_gg\k$ZmlYdkg^gjl`]afl]_jalqg^l`]]ehdgq]]k&
;geegfk][mjalqe]Ykmj]khjgl][l^ad]kgfhYh]j$Zmllghjgl][ll`]af^gjeYlagfklgj]\
gfe]\aYkm[`Yk[gehml]jkYf\k]jn]jkl`Yl$aflmjf$Yj][gff][l]\lggl`]j[gehml]jk
Yf\k]jn]jk$l`]j]Yj][]jlYafk][mjalqe]Ykmj]kl`YlYfq[gehYfqk`gmd\`Yn]afgj\]jlg
Ynga\Yhgl]flaYdnagdYlagfg^klgj]\af^gjeYlagf&L`]qYj]l`]^gddgoaf_2
1. Firewall. L`akk][mjalqkqkl]e[Yf[gfljgd[gff][lagfkZ]lo]]fl`]Afl]jf]lYf\Y[ge%
hml]jgjY[gehml]jf]logjc&Al[YfZ]kg^loYj]$`Yj\oYj]gjZgl`kaemdlYf]gmkdq&Al
hj]n]flkmfYml`gjar]\Y[[]kklgl`]f]logjcgj[gehml]jkafY[gehYfq&O][gmd\kYq
l`Ylalakdac]Y_Yl]c]]h]j2alYddgokl`]]fljqYf\]palg^h]ghd]l`Yl`Yn]Z]]fYml`g%
jak]\Zqmk$Zmlal[Yffglc]]hljY[cg^o`Yll`gk]h]ghd]Yj][Yjjqaf_3l`akako`qal
[Yffglhj]n]fll`]YllY[cg^najmk]kl`YlYj][gflYaf]\af\g[me]flkgj]eYadkl`Ylo]
`Yn]hj]nagmkdq[gfka\]j]\Ykj]daYZd]&
2. Antivirus. Al ak Y [gehml]j hjg_jYe l`Yl hj]n]flk Yf\ Ynga\k l`] Y[lanYlagf g^ najmk
Yf\alkkhj]Y\Yf\[gflY_agf&AlkeYaf^mf[lagfaklg\]l][ll`]hj]k]f[]g^YnajmkgfY
[gehml]jgjf]logjc&Gf[]\]l][l]\$\]h]f\af_gfl`]najmkYf\l`]Yflanajmkqgmmk]$
al[YfakgdYl]al$f]mljYdar]al$gj]n]fj]hYajl`]\YeY_]l`YlaleYq`Yn][Ymk]\&
3. Administration of user accounts. L`] [j]Ylagf g^ mk]j Y[[gmflk ak mk]\ lg n]ja^q
l`] a\]flalq g^ af\ana\mYdk o`g Yj] ogjcaf_ oal` Y [gehml]j Yf\ Ydkg lg hjgna\] l`]
hgkkaZadalq lg Y[[]kk []jlYaf af^gjeYlagf lg ]Y[` af\ana\mYd$ l`Yl ak lg kYq$ al eYfY_]k
Y[[]kkhjanad]_]k&L`akakgf]g^l`]aehgjlYflakkm]kg^kqkl]eeYfY_]e]floal`afYf
gj_YfarYlagf&
4. Data recovery.:Y[cmhkYj]e]j]dq\mhda[Yl]kg^j]d]nYflaf^gjeYlagfl`Yl$afl`]]n]fl
g^Y[gehml]j^Yadmj]$k]jn]lgj]klgj]l`]af^gjeYlagf&
H]j^gjeaf_ZY[cmhk]fkmj]kl`]YnYadYZadalqYf\afl]_jalqg^af^gjeYlagf$kgalak]kk]flaYd
lg[gf\m[lh]jag\a[gjk[`]\md]\ZY[cmhkg^l`]af^gjeYlagfl`Yll`][gehYfq`Yk&
Activities
8. AeY_af]l`YlqgmogjcafYd]_YdYf\Y\eafakljYlan]Y_]f[q&Afqgmjghafagf$o`Yl
Yj]l`]egklk]fkalan]\g[me]flkafl]jekg^[gf^a\]flaYdalqg^\YlYgjaf^gjeYlagf7
9. L`afcYZgmll`]af^gjeYlagfqgm`Yn]gfqgmjH;&9hhdqYk][mjalqhjglg[gd^gjkm[`
af^gjeYlagfafgj\]jlgc]]halk[gf^a\]flaYdalq$afl]_jalqYf\YnYadYZadalq&
10. J]Y\l`]^gddgoaf_Yjla[d]kYf\\ak[mkkl`]^gddgoaf_im]klagfkoal`qgmj[dYkkeYl]k2
http://www.abc.es/20101123/medios-redes/usuarios-facebook-infecciones201011231239.html
http://www.emprendedores.es/empresa/tecnologia/ciberdelito
<gqgml`afcl`Yl[gehYfa]k`Yn]Ykm^^a[a]flcfgod]\_]g^l`]\Yf_]jkg^eYdoYj]7
O`Yl YZgml l`]aj ]ehdgq]]k7 O`Yl kl]hk k`gmd\ gj_YfarYlagfk lYc] lg hjgl][l
Y_Yafkll`]k]YllY[ck7
214
The information processing
10
2. The file
;gf\m[laf_Yhjgh]j\g[me]flYlagf^adaf_$l`YlaklgkYq$kgjlaf_Yf\[Yl]_gjaraf_\g[me]flY%
lagfafYhYjla[mdYjhdY[]$akYf]kk]flaYdlYkc^gjl`][gehYfq^gjk]n]jYdj]Ykgfk2




AlYddgoklgklgj]$c]]hYf\kY^]_mYj\af^gjeYlagf&
<g[me]flk[YfZ]ima[cdqYf\]^^a[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^^a[]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 ^af\ three file types LYZd] )(&,! \]h]f\af_ gf l`] ^j]im]f[q oal` o`a[`
af^gjeYlagfak[gfkmdl]\2*&)&>ad]kqkl]ek
Active
Alakl`]lqh]g^^ad]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]$Zmlo`a[`ogfÍlZ]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]`aklgja[Ydgj\g[me]flYjqnYdm]
^gjl`][gehYfq&L`akaf^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]\^ad]g^
YddalkhYla]flk&O`Yloaddalklgj]afalkY[lan]$k]eaY[lan]Yf\
afY[lan]^ad]k$j]kh][lan]dq7
Solution:
L`]Y[lan]^ad]oadd[gflYafl`]`aklgjqg^Yddalk[mjj]flhYla]flk&
O`]fY[mklge]j[gehd]l]klj]Yle]fl$l`]j][gj\oaddZ][ge]
hYjlg^l`]k]ea%Y[lan]^ad]$o`a[`oaddZ]c]hl^gj^an]q]Yjk&
9^l]jl`aklae]$l`]j][gj\oaddegn]lgl`]afY[lan]^ad]$o`]j]
aloaddj]eYaf^gjYfgl`]j^an]q]Yjk DGH<!&
A^l`]hYla]fl\g]kfÍlZ][ge]YhYla]flg^l`][dafa[Y_Yaf$l`]
\g[me]flYlagfoaddZ]\]kljgq]\ DGH<!$]p[]hl^gj[]jlYaf
\YlYkm[`Yk\ak[`Yj_]gjkmj_a[Ydj]hgjlkgjj]d]nYflaf^gjeY%
lagf^gjYkkaklYf[]gjhj]n]flan]hmjhgk]k$o`a[`emklZ]c]hl
af\]^afal]dq&
Activities
11. Oal`l`]`]dhg^qgmjl]Y[`]j$k]lYfYhhgafle]floal`l`]
j]khgfkaZd]^gjl`]^ad]kg^qgmjk[`ggd&O`Ylak`akgj`]j
bgZYZgml7
12. O`Yl\gqgml`afcYZgmld]Ynaf_^adaf_lYkcklgYljYaf]]
gjlgl`]dYklh]jkgfo`g`Ykbgaf]\l`][gehYfq7<gqgm
l`afcl`akakY_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 [dYkka^a[Ylagf kqkl]ek2 Ydh`YZ]la[Yd$ _]g%
_jYh`a[Yd$ [`jgfgdg_a[Yd$ l`]eYla[$ ]l[& Af lmjf$ o] [Yf mk] ]Y[` g^ l`]k] [jal]jaY Ydgf] gj
[geZaf]\oal`gl`]jk&Afl`akk][lagfo]oaddd]Yjfkge]jmd]kYf\lahk^gj]^^][lan]dqmkaf_
[dYkka^a[Ylagfgj^adaf_kqkl]ek&
A. Alphabetical order
Alakgf]g^l`]egklkaehd]Yf\egkl[geegfdqmk]\kqkl]eklgYjjYf_]l`]fYe]kg^h]j%
kgfkgj]flala]koal`o`geo]`Yn]j]dYlagfk&Fgoo]oaddklm\ql`]oYqalogjck&>ajkl$o]
emkl\aklaf_mak`o`]l`]jo]Yj]kgjlaf_fYe]kg^af\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`]^ajklkmjfYe]&
 Names of natural persons: af l`ak [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:
E†f\]rGjlar$Dmak
EY[ŠYk;Yjg$Bgk]^Y
EYjlŠf]rJge]jg$9d^gfkg
EY[ŠYk;Yjg$Bgk]^Y
EYjlŠf]rJge]jg$9d^gfkg
E†f\]rGjlar$Dmak
2. A^logh]ghd]`Yn]l`]kYe]^ajklkmjfYe]$o]oaddmk]l`]k][gf\kmjfYe]lgkgjll`]e3
Yf\a^l`]k][gf\kmjfYe]akYdkgl`]kYe]$o]oadd\galZql`]ajfYe]k&L`mk2
If our customers are:
The alphabetical order is:
?Yj[ŠYEYjlŠf$EYjŠY
H†j]r:jYng$9fY
?Yj[ŠYEYjlŠf$EYfm]d
H†j]rE]kY$9dem\]fY
?Yj[ŠYEYjlŠf$EYfm]d
?Yj[ŠYEYjlŠf$EYjŠY
H†j]r:jYng$9fY
H†j]rE]kY$9dem\]fY
3.A^o]`Yn]Y[gehgmf\kmjfYe]k]hYjYl]\ZqY\Yk`$o]oaddhjg[]]\Yka^alo]j]Y
kaf_d]ogj\&L`mk2
If our customers are:
The alphabetical order is:
Jmar%?YddYj\gJmZag$Bgk†
?e]rJge]jg$HadYj
@a\Yd_g%<ŠYrKYfr$9d^gfkg
?e]rJge]jg$HadYj
@a\Yd_g%<ŠYr$9d^gfkg
Jmar%?YddYj\gJmZag$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%
lYfll`af_aklgc]]hl`]kYe]YhhjgY[`Yddl`]lae]&L`mk2
If our customers are:
The alphabetical order is:
<]dYN]_Y?Yj[ŠY$=d]fY
<]<a]_g:dYf[g$=fjaim]
<]dHjY\gLgjj]k$=nY
<a]_g:dYf[g$=fjaim]\]
HYjY\gLgjj]k$=nY\]d
N]_Y?Yj[ŠY$=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`]^ajklkmjfYe]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;gehYŽŠY
9dZY$@abgk\]JgZ]jlg
<]d_Y\g$@]jeYfgk
EgjYd]kq;gehYŽŠY
2. A^l`][gehYfqgjZmkaf]kkfYe]af[dm\]kYgeneric word$o]ogfÍllYc]alaflgY[[gmfl
afl`][dYkka^a[Ylagf$Ykgl`]j[gehYfa]keYq[gflYafl`]kYe]ogj\Yf\o]ogmd\`Yn]
hjgZd]eko`]fljqaf_lgdg[Yl]Ykh][a^a[gf]&L`mk2
If our customers are:
The alphabetical order is:
HYh]d]jŠYHYh]j[gdgj
J]klYmjYfl]DYHYjjY
;Yjfa[]jŠYKYd_m]jg
HYh]j[gdgj$HYh]d]jŠY
HYjjY$J]klYmjYfl]DY
KYd_m]jg$;Yjfa[]jŠY
3.A^l`]Zmkaf]kkfYe]akeY\]mhg^acronyms$l`]_]f]jYdjmd]aklg[dYkka^qalZqalk^mdd
fYe]3`go]n]j$a^l`]Y[jgfqekYj]o]ddcfgof$km[`YkJ=F>= J]\FY[agfYd\]>]jjg%
[Yjjad]k=khYŽgd]k!$o][Yfmk]l`]eYkkgjlaf_[jal]jaY&
216
The information processing
10
>afYddq$d]lÍk`Yn]YdggcYll`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`ak^adaf_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_
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 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$Z][Ymk]gl`]joak]qgmogmd\fÍlfgla[]alk
YZk]f[]&
 Al^alkYddlqh]kg^\g[me]flk&
 Alakgh]f$l`Ylak$o][Yfafk]jlf]o\g[me]flk
oal`gmlegnaf_l`]j]kl&
 Al`YkfgkmZ\anakagfk&
 Al[YfZ]oal`afYfgl`]j[dYkka^a[Ylagf&
File. K]lg^\g[me]flkl`YlYj]j]%
dYl]\ Zq kge] [aj[meklYf[] gj
]n]fl& >gj ]pYehd]$ Y [gehYfq
[Yf`Yn]Y^ad]^gj]Y[`]ehdgq]]$
o`a[` 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^^adaf_kqkl]eafYdh`YZ]la[Ydgj\]j&
Case study 3. Alphabetical sorting
Activities
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
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Solution2
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K=9L$Kg[a]\Y\=khYŽgdY\]9mlgenad]k\]Lmjakeg
 Bgk†Dmak\]dHafgEmŽgr
 ;jaklafY Dh]r EYd\g%
fY\g
 =darYB&Daf[`
B. Numeric order
L`ak^adaf_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]Yfalphanumeric^ad]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%**
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:%.+
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E%)(.
F%)()
K%)/
KJ%*-
 Eafakl]jag \] 9kmflgk
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 E]\a[Yd=phj]kk
 :Yf[g\]=khYŽY
 ::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$l`]j]akfg[`Yf[]^gj
[gf^mkagf&
 O`]fj]egnaf_Y\g[me]fl^jgel`]^ad]$Ykl`]qYj][gjj]dYlan]$l`]
YZk]f[]akgZnagmk$kgqgm\gfÍlf]]\lgd]Yn]Yka_f&
 Dg[Ylaf_l`]\g[me]flakYn]jq\a^^a[mdllYkcmfd]kkqgmcfgol`]fme%
Z]jl`Yla\]fla^a]kal&
 Qgmemkl`Yn]Yfaf\]plgYnga\l`]hj]nagmkhjgZd]e$gj[j]Yl]kge]
[Yj\k^gj]Y[`^ad]af[dm\af_l`]fmeZ]jYf\eYaf\YlYg^l`]^ad]lgZ]
YZd]lgljY[calY^l]joYj\k&
 Qgm[Yffglafk]jlf]o\g[me]flk&
Table 10.6. 9\nYflY_]kYf\\akY\nYflY_]kg^^adaf_kqkl]eaffme]ja[gj\]j&
217
10
The information processing
C. Chronological order
Important
9 nYjaYfl g^ l`ak ^ad] kqkl]e ak
numerical-chronological classification; af l`ak 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&
Afl`ak^adaf_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`]^ajkll`af_al\g]kaklgkgjlYdh`YZ]la[Yddql`]^ad]kg^alkkmhhda]jkYf\$oal`af]Y[`^ad]$l`]
ZaddkYj]YjjYf_]\[`jgfgdg_a[Yddq$kgl`Yll`]dYl]klYj]l`]^ajklgf]k&DggcYll`ak]pYehd]2
If the dates of the documents we have
to order are these two rows:
),'))'*((1
),'(1'*((1
*)'(1'*((/
(+'))'*((.
*,'))'*((0
(.'(/'*((.
)('(/'*((/
(+'(/'*((0
After arranging them in chronological and
descending order (newest to oldest), it would be:
),'))'*((1
*,'))'*((0
*)'(1'*((/
(+'))'*((.
),'(1'*((1
(+'(/'*((0
)('(/'*((/
(.'(/'*((.
>afYddq$l`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`][`jgfgdg_a[Ydkqkl]eYj]2
Advantages
Disadvantages
 AlakYn]jqkaehd]kqkl]e&
 Alak]kk]flaYdlgcfgol`]\Yl]g^l`]\g[me]flqgmYj]dggcaf_^gj&
 AlYddgokf]o\g[me]flkoal`gml[`Yf_af_l`]gj\]jg^l`]^ad]&
 9kafl`]Ydh`YZ]la[kqkl]e$o]emkleYc]Yka_fo`]flYcaf_gmlY
\g[me]fl&
 Al\g]kfÍlj]imaj]l`]mk]g^af\]p]kgjY\\alagfYd[Yj\k&
Table 10.7. 9\nYflY_]kYf\\akY\nYflY_]kg^Y^adaf_kqkl]eaf[`jgfgdg_a[Ydgj\]j&
D. Geographical order
<g[me]flYlagfakkgjl]\Y[[gj\af_lgdg[Ylagfk `ge]$hdY[]g^akkmYf[]$\]klafYlagf$]l[&!&
L`akakY[gehgkal]kqkl]e$kaf[]alafngdn]kk]n]jYdkm[[]kkan][dYkka^a[Ylagfk2[gmfljq$j]_agf$
hjgnaf[]$[alq$klj]]l&&&Egj]gn]j$oal`afl`]k][dYkka^a[Ylagfko]emkl^gddgol`]Ydh`YZ]la[Yd
YhhjgY[`&L`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`]_]g_jYh`a[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`]^ad]akn]jqdYj_]&
 Al[YfZ][geZaf]\oal`gl`]j[dYkka^a[Ylagf[jal]jaY&
Table 10.8. 9\nYflY_]kYf\\akY\nYflY_]kg^^adaf_kqkl]eaf_]g_jYh`a[Ydgj\]j
E. Thematic order
L`ake]l`g\[gfkaklkg^_jgmhaf_\g[me]flkZqlgha[gjkmZb][l&L`]f$]Y[`g^l`]_jgmhko]
`Yn][j]Yl]\oaddZ]kgjl]\Y[[gj\af_lgkge]gl`]j[jal]jaY2Ydh`YZ]la[Yd$fme]ja[Yd$Yf\kg
gf&>gj]pYehd]$a^Y[gehYfqk]ddkk]n]jYdhjg\m[lk$[mklge]jk[YfZ]YjjYf_]\Y[[gj\af_
lgl`]hjg\m[ll`]qZmq&L`]Y\nYflY_]kYf\\akY\nYflY_]kg^l`akkqkl]eYj]2
Advantages
 L`]dg[Ylagfg^\g[me]flkak^Ykl$Yk]Y[`gf]oaddZ]dg[Yl]\afalkgof
Yj]Y&
 AlYddgokf]o\g[me]flk&
Table 10.9. 9\nYflY_]kYf\\akY\nYflY_]kg^^adaf_kqkl]eafl`]eYla[gj\]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
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The information processing
10
3. File media
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A. Paper
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hYh]j\g[me]flkaf`Yf_af_^ad]^gd\]jk$jaf_^gd\]jk 9%R!$h]jeYf]fl^ad]k klY[cYZd][Yj\%
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B. Electronic media
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lagf^adaf_$km[`Yk2
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l`]qYj]l`j]Yl]f]\Zq^aj]$oYl]jgjh`qka[Yd\akYkl]jk$Ydl`gm_`lgYd]kk]j]pl]fl&
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 Hard drive:al`YkY`a_`klgjY_][YhY[alqYf\]YkqY[[]kklgaf^gjeYlagf&O][Yf\]d]l]
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 CD-ROM:alg^^]jk`a_`j]daYZadalqafc]]haf_l`]afl]_jalqg^l`]af^gjeYlagfafl`][Yk]g^
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;<%JGE[YfZ]j]mk]\o`]fl`]af^gjeYlagf[gflYaf]\afalakfgdgf_]jj]d]nYfl$Yf\
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219
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The information processing
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Do you know that...?
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Yddgokqgmlgj][gj\Yf\klgj]mhlg*-?:g^af^gjeYlagfgf]Y[`dYq]j$l`YlaklgkYq$^an]
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 Cloud storage: l`ak lqh] g^ klgjY_] e]Yfk$ jgm_`dq$ lg klgj] af^gjeYlagf gf Y f]logjc
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C. How to move from paper to electronic media
;gehYfa]k$ hmZda[ Y\eafakljYlagfk Yf\ hjanYl] [gfkme]jk k`Yj] l`] hmjhgk] g^ _anaf_ mh
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]d][ljgfa[e]\ameakcfgofYkdigitization&L`mk$\g[me]flkZ][ge]em[`]Yka]jlg`Yf\d]$
lYc]mhd]kkkhY[]Yf\[YffglZ]ogjfYf\lgjfYkYj]kmdlg^[gflafmgmkmkY_] Ykal`Yhh]fk
lg`aklgja[Yd\g[me]flk!&
9fgl`]j _gg\ j]Ykgf ^gj l`ak [`Yf_] ak l`Yl o] [Yf Y[[]kk klYla[ aeY_]k$ Ym\ag ^ad]k$ l]pl
\g[me]flkgjkgmf\^ad]k^jgeYkaf_d]\]na[] ^gj]pYehd]$Y[gehml]j!&
Case study 4. Documentation media
L`][gehYfqRYhYlaf]k$K&9&oYflklgj]\m[]l`]mk]g^hYh]j
YkYoYqg^kYnaf_[gklkYf\hjgl][laf_l`]]fnajgfe]fl&O`Yl
kl]hkk`gmd\Z]lYc]flgj]Y[`l`Yl_gYd7
Solution2
=n]jq]ehdgq]]k`gmd\`Yn]Ylgm[`k[j]]fdYhlghlglYc]fgl]k
afe]]laf_k$l]d]h`gf][gfn]jkYlagfk$]l[&$Yka^alo]j]Y[gfn]f%
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kqkl]ekafl`]ajhjg[]kk]k2]d][ljgfa[Zaddaf_$]d][ljgfa[ka_fY%
lmj]&&&afgj\]jlg]fkmj]k][mjalqe]Ykmj]kaf[geemfa[Ylagfk&
Al oadd [gehml]jar] Ydd Zmkaf]kk hjg[]kk]k l`jgm_` l`] ae%
hd]e]flYlagf g^ Yf afljYf]l lg k]jn] Yk Y Zmdd]laf ZgYj\ ^gj
]ehdgq]]k$YkYkhgl^gjhYqjgdd[gfkmdlaf_$[gfljY[lk$Yf\kggf&
Aloaddk[YfhYh]j\g[me]flk2[gfljY[lk$\]]\k$ZaddkgfhYh]j&&&
L`] gja_afYdk oadd Z] c]hl ^gj d]_Yd j]Ykgfk$ Zml l`]q oadd Z]
mk]\af\a_alYde]\aYaf\Yq%lg%\Yqogjc&
Activities
15. O`Yllqh]kg^e]\aY\gqgmmk]afqgmj]n]jq\Yqda^]7<gqgml`afcqgm[gmd\j]\m[]
hYh]jmkY_]o`]f^adaf_qgmj\YlY7=phdYafl`]e]Ykmj]kl`Ylqgml`afcqgm[gmd\
lYc]lgj]\m[]hYh]j[gfkmehlagfafl`]Y[Y\]ea[^a]d\&
16. Mk]l`]Afl]jf]llg^af\[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.
Geographical
Documents are sorted
according to geographical
locations associated with them.
Thematic
Documents are grouped
according to the subject
or topic they refer to.
Paper
File media
Electronic media
Digitalization
Moving information from paper to digital media.
221
10
The information processing
Test review
1. O`Ylcaf\g^af^gjeYlagfkgmj[]akYklYlakla[7
a) Afl]jfYdYf\hjaeYjq&
b) Afl]jfYdYf\k][gf\Yjq&
c) =pl]jfYdYf\hjaeYjq&
d) =pl]jfYdYf\k][gf\Yjq&
2. A^o]k]Yj[`l`]Afl]jf]l^gjYf]pY[l[gfl]fl$o]emkl2
a) K]]cl`Yl[gfl]flmkaf_l`]]phj]kkagfF=9J&
b) Mk]imglYlagfeYjck&
c) Mk]l`]]phj]kkagfGJ&
d) Mk]Yka_fgh]jYlgj&
3. O`]fo]]klYZdak`hjagjala]kafYfaf^gjeYlagfkqkl]eo]
j]^]jlg2
a) ;gf[ak]f]kk&
b) J]d]nYf[]&
c) K][mjalq&
d) 9[[mjY[q&
4. O`a[`g^l`]^gddgoaf_kqkl]ekakfgl]pY[l7
a) ;`jgfgdg_a[Yd&
b) ?]g_jYh`a[Yd&
c) L`]eYla[&
d) 9dh`YZ]la[Yd&
5. O`Ylaf^gjeYlagf^]Ylmj]kk`gmd\k][mjalqc]]h7
a) Afl]_jalq$]f[jqhlagfYf\YnYadYZadalq&
b) Afl]_jalq$[gf^a\]flaYdalqYf\Y[[]kkaZadalq&
c) ;gf^a\]flaYdalq$afl]_jalqYf\YnYadYZadalq&
d) 9nYadYZadalq$k][mjalqYf\]f[jqhlagf&
6. O`a[` g^ l`]k] kqkl]ek k]jn]k lg hjgl][l l`] k][mj]
ljYfkeakkagfg^af^gjeYlagf7
a) 9flanajmk&
b) >aj]oYddk&
c) :Y[cmhk&
d) <a_alYdka_fYlmj]&
7. O`a[`akl`]ojgf_klYl]e]fl7L`]^ad]2
a) AkYj]hgkalgjqg^hYh]jk&
b) AkYhYjla[mdYjdg[Ylagfo`]j]af^gjeYlagfakklgj]\afYf
gj\]jdqYf\[dYkka^a]\oYq&
c) 9ddgokl`]ima[cdg[Ylagfg^\g[me]flk&
d) 9ddgokkYnaf_Yf\c]]haf_\g[me]flYlagf&
8. O`Ylcaf\g^^ad]akmk]\lgklgj]\g[me]flkl`YlYj]mkmYddq
im]ja]\7
a) AfY[lan]&
b) K]ea%Y[lan]&
222
c) 9[lan]&
d) >afYd&
9. O`]f o] lYc] Y \g[me]fl$ o] emkl d]Yn] Y ka_f lg
eYjc l`ak YZk]f[]& O`a[` [dYkka^a[Ylagf kqkl]e `Yk l`ak
\akY\nYflY_]7
a) 9dh`YZ]la[Yd&
b) Fme]ja[Yd&
c) ;`jgfgdg_a[Yd&
d) 9fko]jka!Yf\b)Yj][gjj][l&
10. ;`jgfgdg_a[Ydgj\]je]Yfk&&&
a) 9kka_faf_YfmeZ]jlg]Y[`\g[me]fl&
b) Khdallaf_l`]^ad]aflg[Yl]_gja]k&
c) Kgjlaf_Zq\Yl]g^\g[me]fl&
d) Kgjlaf_Zql]jjalgjaYd[jal]jaY&
11. O`YlYj]l`]\akY\nYflY_]kg^mkaf_hYh]jn]jkmk\a_alYd
e]\aY7
a) Al\]l]jagjYl]k]Ykadq&
b) Alakfgl]fnajgfe]flYd^ja]f\dq&
c) AllYc]kmhdYj_]klgjY_]khY[]&
d) 9ddg^l`]YZgn]&
12. O`a[`g^l`]k]e]\aY[Yfklgj]Zgl`YfYdg_m]Yf\\a_alYd
af^gjeYlagf7
a) ;<%JGE&
b) <N<&
c) @Yj\\jan]&
d) EY_f]la[lYh]&
13. O`]faf^gjeYlagf`YkZ]]fn]ja^a]\o]j]^]jlg2
a) Mladalq&
b) Hjg^alYZadalq&
c) GZb][lanalq&
d) J]daYZadalq&
14. O`]f o] j]hj]k]fl l`] egkl aehgjlYfl af^gjeYlagf
_jYh`a[Yddq$o]mk]2
a) 9_jYh`&
b) 9lYZd]&
c) 9k[`]e]&
d) 9j]na]o&
15. A^o]ogjc\]]hdqgfaf^gjeYlagfl`Ylo]`Yn]hj]nagmkdq
k]d][l]\$o]Yj]eYcaf_2
a) 9^gjeYdYfYdqkak&
b) 9kmeeYjq&
c) 9_jYh`&
d) 9[gfl]flYfYdqkak&
The information processing
10
Ch ec k your lear ning
Identify the most appropriate means to develop written
communication through electronic means
c) L`]gfdqj]Ykgflg[j]Yl]mk]jY[[gmflkaklgn]ja^ql`]
a\]flalqg^l`gk]o`gmk]Y[gehml]j&
1. ;dYkka^q l`] ^gddgoaf_ kgmj[]k g^ af^gjeYlagf Yk Yhhjg%
hjaYl] afl]jfYdgj]pl]jfYd$hjaeYjqgjk][gf\Yjq!2
d) L`]Yflanajmk[YfYdoYqkj]klgj]l`]\YeY_][Ymk]\Zq
Ynajmk&
a) LjY\]^Yajk&
b) D]_akdYlagf$[Yk]dYoYf\j]_mdYlagfk&
c) HYl]flk$af\mkljaYd\]ka_fkYf\ljY\]eYjck&
Define the concept of file and its functions
9. O`YlYj]l`][gf\alagfk^gjl`]]pakl]f[]g^Y^ad]7
d) Egfg_jYh`kYf\h]jag\a[Ydk&
10. O`q\g[gehYfa]kf]]\lgc]]hl`]aj\g[me]flYlagfgf
Y^ad]7
e) EYjc]lj]k]Yj[`&
11. O`Ylakl`]jgd]g^^adaf_afY[gehYfq7
f) :mkaf]kk\aj][lgja]k&
12. Mk]l`]af^gjeYlagfhjgna\]\afl`]^gddgoaf_o]Zkal]lg
Yfko]jl`]im]klagfkZ]dgo2
g) ;gee]j[aYdj]hgjlk&
h) L`]e]\aY&
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i) =[gfgea[klYlakla[kYf\j]hgjlk&
a) O`YlY[[gmflaf_^ad]kk`gmd\l`][gehYfq`Yn]7
2. =f_dak`Y[jgfqekEAK$<KKYf\=AK gjl`]ajKhYfak`]ima%
nYd]flk KA?$ KK< Yf\ KA=! j]^]j lg lqh]k g^ af^gjeYlagf
kqkl]ek^gj\][akagf%eYcaf_afl`][gehYfq&;gmd\qgm
j]dYl]l`]elgkge]g^l`][gf[]hlkl`Ylo]`Yn]klm\a]\
afl`akmfal7Mk]l`]Afl]jf]llg^af\l`]Yfko]j&
b) O`Ylakl`]eYafY\nYflY_]g^^adaf_Y[[gmflaf_af^gj%
eYlagfhjgh]jdq7
3. EYl[`l`]^gddgoaf_^]Ylmj]koal`]pY[lgjYeZa_mgmkkqk%
l]ekg^af^gjeYlagf[dYkka^a[Ylagf2
d) O`YlakYl]ehgjYjq\g[me]fl^ad]7
a) KmZb][lanalqaf[dYkka^a[Ylagf[Yf[gf^mk]mk]jk&
b) Af\]h]f\]flk][lagfk^jgel`]j]kl&
c) FYlmjYddYf_mY_]YeZa_malq hgdqk]eq$kqfgfqeq$]l[&!$
o`a[`[YfZ]YZYjja]jlgl`]mk]jafl`]hjg[]kkg^k]Yj%
[`af_gjZjgokaf_&
4. ;`ggk]Y[dYkka^a[Ylagfkqkl]el`YlakYhhjghjaYl]lggj_Y%
far]l`][gehYfqÍk[gee]j[aYd\g[me]flYlagfYf\bmkla^q
qgmj[`ga[]&
Identify information security measures
5. ;YfYkgmj[]g^afl]jfYdaf^gjeYlagfZ]Yk][gf\Yjqkgmj[]7
=phdYafqgmjYfko]jYf\_an]Yf]pYehd]&
6. =phdYafo`qalakkgaehgjlYfllgc]]haf^gjeYlagfk][mj]
afgj_YfarYlagfk&KlYl]Ydkgl`]^]Ylmj]kg^af^gjeYlagfl`Yl
Yj]hjgl][l]\o`]fmkaf_k][mjalqe]Ykmj]k&
7. O`YlakYk][mjalqhdYf7O`YlYj]l`]hgaflkl`YlYk][m%
jalqhdYfemklaf[dm\]7
8. Af\a[Yl] o`a[` g^ l`] ^gddgoaf_ klYl]e]flk ak ^Ydk] Yf\
]phdYafo`q2
c) O`Ylakl`]ja_`lhjg[]\mj]^gjY[[gmflaf_af^gjeYlagf
a^o]oYfllgYnga\hjgZd]ek7
e) O`Ylk`gmd\fglZ]\gf]oal`afnga[]k^jgekmhhda]jk
Yf\[mklge]jk7
f) O`Ylakl`]j]dYlagfk`ahZ]lo]]fk]im]flaYdfmeZ]jaf_
g^afnga[]kYf\N9Ld]_akdYlagf7
g) O`Ylakl`]j]dYlagfk`ahZ]lo]]f[gehYfq[gehml]j
Yhhda[YlagfkYf\^ad]k^jgekmhhda]jkYf\[mklge]jk7
h) O`Ylakl`]\a^^]j]f[]Z]lo]]fkgjlaf_ZYfc\g[me]flk
Yf\kgjlaf_afnga[]k7
i) O`Yl k`gmd\ Z] \gf] oal` ZYfc j][]ahlk Yf\ klYl]%
e]flk7
j) O`Ylaf^gjeYlagfaklgZ]klgj]\[gf[]jfaf_gj\]jk7
k) O`Ylakl`]j]dYlagfk`ahZ]lo]]f^adaf_gj\]jkYf\^adaf_
g^d]ll]jkgj^Yp]k7
l) <go]f]]\lgk]hYjYl]Y[[]hl]\]klaeYl]k^jgefgl
Y[[]hl]\]klaeYl]k7
m) O`Yl`Yhh]fklg\]dan]jqgj\]jko`]fo]j][]an]l`]
afnga[]kl`YlYj]j]dYl]\lgl`]e7
a) 9^aj]oYdd[Yffglhjgl][l[gehml]jkY_Yafklnajmk]k&
n) Ak l`]j] Yfq \a^^]j]f[] Z]lo]]f ^adaf_ \]dan]jq gj\]jk
^jgekmhhda]jkYf\[mklge]jk7
b) L`]h]j^gjeYf[]g^ZY[cmhkgfdqhj]k]jn]kl`]afl]_jalq
g^l`]af^gjeYlagf&
o) O`Ylj][gee]f\Ylagfkj]_Yj\af_l`]^ad]g^[gjj]khgf%
\]f[]Yj]km__]kl]\afl`]Yjla[d]7
223
10
The information processing
Ch ec k your lear ning
p) K`gmd\o]_jgmhYddl`]\g[me]flkj]dYl]\lglYp]kafY
kgd]$[geegf^ad]7
e) O][Yfmk]YWWWWWWWWWWWWWWWWW^ad]kqkl]e[geZafaf_
fmeZ]jkYf\d]ll]jk&
q) O`Yl Yj] l`] j][gee]f\Ylagfk ^gj ^adaf_ \g[me]flk
[gf[]jfaf_l`]hj]n]flagfg^g[[mhYlagfYdjakck7
f) Afl`]WWWWWWWWWWWWWW^ad]kqkl]el`]c]q]d]e]fl^gj
[dYkka^a[Ylagfakl`]\Yl]g^l`]\g[me]fl&
r) O`YlYj]l`]YmpadaYjq\g[me]flYlagfj][gj\k7
g) Afl`]WWWWWWWWWWWWWgj\]jaf_kqkl]el`]kmZb][lkaf
o`a[`lgkhdall`]^ad]emklZ]hj]nagmkdq\][a\]\&
13. <]h]f\af_ gf l`] ^j]im]f[q oal` o`a[` af^gjeYlagf ak
[gfkmdl]\$o`Yl^ad]lqh]k\gqgmcfgo7
Manage the different systems that can be used to classify
information
14. L`ak ak Y dakl g^ kge] g^ hYla]flk g^ l`] \]flYd [dafa[
KGFJAK9K2
16. O`q\g[gehYfa]kf]]\lgk]d][ll`]af^gjeYlagf7
17. FYe]l`][jal]jaYl`Yl[gehYfa]keYqmk]lgk]d][ll`]
af^gjeYlagf&
18. <]^af]l`]^gjeYdYfYdqkakg^af^gjeYlagf&
19. <]^af]l`][gfl]flYfYdqkakg^af^gjeYlagf&
No.
Name
Town
Treatment
20. O`YlakYj]hgjl7
*0
9fYßdnYj]r%Imafl]jgGda\
@m]dnY
Gjl`g\gfla[k
+*
9eYdaY<YKadnY;Yf_Yk
@m]dnY
>addaf_
21. O`a[`akl`]ja_`lYfko]j7O`]fl`]af^gjeYlagfak[gdd][%
l]\afk`gjlk]fl]f[]k$o]j]^]jlg2
+.
<geaf_g\]dHjY\gJge]jg 9dbYjYim] Gjl`g\gfla[k
+-
K]j_agBae†f]r;gj\]jg
Eg_m]j
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Jg[ŠgKf[`]r\]dYN]_Y
9dbYjYim] ;d]Yfaf_
d) 9j]hgjl&
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9jlmjgH†j]rD]f
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JgZ]jlg?gfrd]rNrim]r
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Lja_m]jgk >addaf_
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Bgk†EYjŠYEY[ŠYkE]\]d
@m]dnY
=pljY[lagf
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Fa]ZdY
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=pljY[lagf
a) ;dYkka^ql`]hYla]flkafYdh`YZ]la[Ydgj\]j&
b) Kgjll`]eZq^ad]fmeZ]j&
c) H]j^gjeY_]g_jYh`a[Yd[dYkka^a[Ylagf&
d) Gj\]jhYla]flkl`]eYla[ddqY[[gj\af_lgl`]ajlj]Yle]fl&
15. ;gehd]l]l`]^gddgoaf_k]fl]f[]kafqgmjfgl]ZggclYcaf_
aflgY[[gmfll`Yl]Y[`khY[]akYogj\2
a) L`]\g[me]flkl`Yl`Yn]dgkll`]ajnYda\alqZmlkladd`Yn]
Y`aklgja[Ydgj\g[me]flYjqnYdm]^gjl`][gehYfqYj]
kYn]\afl`]WWWWWWWWWW^ad]&
224
a) 9kmeeYjq&
b) 9k[`]e]&
Assess the advantages and disadvantages of different media
file
22. O`Yl lqh]k g^ e]\aY `Yn] Z]]f ]phdYaf]\ af l`ak mfal7
=phdYafZja]^dql`]Y\nYflY_]kYf\\akY\nYflY_]kg^]Y[`
gf]&
23. O`Yl ]d][ljgfa[ e]\aY \g qgm mk]7 O`Yl Yj] l`] eYaf
Y\nYflY_]kg^]Y[`gf]7
24. =phdYafl`][gf[]hlg^\a_alYdarYlagfafqgmjgofogj\k&
25. Af\a[Yl] o`]l`]j l`] ^gddgoaf_ klYl]e]flk Yj] ljm] gj
^Ydk]&A^l`]qYj]^Ydk]]phdYafo`q2
a) Klgjaf_\g[me]flkgfhYh]j`Yk[gmfld]kkY\nYflY_]k
afj]dYlagflg]d][ljgfa[klgjY_]&
b) L`]\a_alarYlagfhjg[]kkafngdn]khYkkaf_l`]af^gjeYlagf
l`Ylak[mjj]fldqgfhYh]jlg]d][ljgfa[e]\aY&
b) L`]WWWWWWWWWWogj\akl`]gf]l`Ylakmk]\Ykl`]c]q
lgkgjlYdh`YZ]la[Yddq&
c) ;dgm\ klgjY_] e]Yfk l`Yl af^gjeYlagf ak klgj]\ gf Y
h]jkgfYd gj [gehYfq [gehml]j Zml ak Y[[]kkaZd] lg
Yfqgf]oal`l`]YhhjghjaYl]hYkkogj\&
c) O`]f kgjlaf_ l`] fYe]k g^ fYlmjYd h]jkgfk$ l`]
WWWWWWWWWWWWWWWWWWakl`]gj\]jaf_ogj\&
d) L`]gfdqaehjgn]e]flg^l`]:dm%JYqYkYe]\ameak
l`Ylalhjgna\]kegj]klgjY_][YhY[alq&
d) A^l`][gehYfqgjZmkaf]kkfYe]af[dm\]kkge]WWWWWWW
ogj\$alogfÍlZ]lYc]faflgY[[gmflafl`][dYkka^a[Ylagf&
e) A^\g[me]flkYj]klgj]\afY\a_alYd^gjeYl$o]emklZ]
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Communication
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«The grounds for your future»
Advanced
Vocational
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Course
McGraw-Hill’s publishing project for vocational training has been developed
under three basic principles:
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Spanish National Catalogue of Professional Qualifications.
Professional competence units
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obtain a part of the following Professional certificate:
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