One can view their communication skills as general social propriety, and should try to use them every day in every possible communication scenario. One should be prepared for any lapse in communication they may encounter, for example, cultural differences. When one travels abroad, they will encounter who speak differently and use different styles of body communication one does not see in the United States. In America, one would say gasoline, whereas in England they would call it petrol, which is the more proper pronunciation. The more one listens and communicates, the more they will notice the different ways people communicate. In the United States, one would shake hands with another as a formal greeting, but in Asia, people do not shake hands, they bow to each other. All countries have their own formal greetings.
When one is communication with others, be it a different culture or just a crowd of business people, they need to try and adapt to the needs of the ones they are communicating to. For example, if one were English and came to America on vacation, and they asked for chips, they would receive a bag of chips in return because the use of language is different. (Dillon, pp 4). One way to communicate that is universal is with images. If one has lost an audience and needs to get them to understand what they are communicating, they can use images to show the audience what they mean.
Communication can also help business better understand the customer. In their article, A Communication-based Marketing Model for Managing Relationships, Tom Duncan and Sandra Moriarty discuss a study where researches used a communication based model of relationship marketing rather than persuasion as a foundation for new customer focused marketing techniques. In the article Duncan and Moriarty explain, “The increasing importance of communication in marketing is demonstrated by its ability to differentiate these new marketing approaches from traditional ones. Each approach emphasizes two-way communication through better listening to customers and interactivity and the idea that communication before, during, and after transactions can build or destroy important brand relationships.” (Duncan and Moriarty, pp 5). Communication must also take into account a company’s stakeholders, employees, suppliers, media, and community other than the customer. Communication is the primary unifying element in managing new relationships.
Duncan and Moriarty’s study provided a deeper understanding of communication, so businesses can manage their communication and build better long lasting relationships. This shows how the communication based marketing model addresses the need to build better relationships. Duncan and Moriarty explain, “Recognizing the need for an approach that more realistically reflects the relationships embedded in the marketing mix, Waterschoot and Van den Bulte (1992) concluded that a major flaw of the 4Ps model is that it equates communication with persuasion....