MERRYLAND INTERNATIONAL SCHOOL
BUSINESS STUDIES GRADE: IX NOTES
CHAPTER 9: INTERNAL AND EXTERNAL COMMUNICATION
1. What is effective communication?
Information passed between two or more people or groups with feedback to confirm that the
message has been received and understood.
2. What are the processes of effective communication?
a) A transmitter – sender of the message is the person starting off the process by sending
the message.
b) A Medium of communication – the method used to send a message. A letter/noticeboard.
c) A receiver – the person to whom the message should be sent / the person who receives
the message.
d) Feedback – the reply from the receiver which shows whether the message has arrived,
been understood and if necessary acted upon.
3. Why do people within a business need to communicate with each other?
Without communication, all will be working as individuals with no links with anybody else in
the business. Employees must be communicated about the decision to reduce cost of
production, they can work to reduce wastage of materials.
The tasks of management in guiding, instructing, warning and encouraging workers would
become impossible. A manager can motivate a worker by a written or verbal feedback and this
will increase the worker’s morale.
4. What is one-way communication? What is its feature?
Occurs when the receiver of a message has no chance to reply or respond to the message.
One-way communication does not allow the receiver to contribute to communication or to
provide any feedback.
5. What is two-way communication? Write its advantages.
Two-way communication is when the receiver gives a response to the message and there is a
discussion about it.
It should become absolutely clear to the sender whether or not the person receiving the
message has understood it and acted upon it.
Both people are now involved in the communication process. The receiver feels more a part
of this process.
6. Differentiate internal and external communication.
Internal communication is when messages are sent between people working in the same
organisation.
External communication is when messages are sent between one organisation and another or
between the organisation and individuals other than employees.
7. What are the different methods of communication?
Verbal or oral communication - Communication using the spoken word.
One-to-one talks, Telephone conversations, Video conferencing and Meetings.
Written forms of communication – the process of exchanging information or messages
through written words.
Visual forms of communication - : the use of visual elements to convey ideas and
information which include graphs, charts.
Electronic communication - the communication which uses electronic media to transmit the
information or message using computers, e-mail, telephone.
8. Explain the advantages and disadvantages of verbal communication.
Advantages
When a large number of people have to be communicated, information can be given out
quickly.
Feedback and two-way communication is ensured.
The body language of the speaker and his/her facial expression reinforce the message.
Disadvantages
When a large number of people are communicated with, not everybody will be listening
or understand the message.
When feedback is involved, verbal communication can be time consuming.
Verbal method is inappropriate when an accurate and permanent record of the message is
needed.
9. Discuss the advantages and disadvantages of written communication.
Written methods of communication include: a) Business letters b) Memos c) Reports
d) Notices e) Faxes f) Text messages g) Email and social networking sites
Advantages
In written communication the ‘hard’ evidence of the message can be referred to in the
future. This reduces any disagreements between the sender and the receiver about the
contents of the message.
Safety messages etc. should be written and displayed in offices and factories; it is not
enough that these are verbally communicated which could be forgotten.
Multiple copies can be made and send to many people it is a written message. Written
methods like e-mail, SMS are very quick and cheap way to communicate to a large number
of people.
Disadvantages
If written communication is through electronic means, information overload can take place.
Direct feedback is not always possible.
It is not easy to check that the message has been received and acted upon.
The language used can be difficult for some receivers to understand.
If the message is too long it may be confusing and reader may lose the interest.
There is no opportunity for body language to reinforce the message.
10. What are communication barriers?
It is anything that prevent the effective exchange of message between a sender and a
receiver.
11. Explain the advantages and disadvantages of visual communication.
Advantages:
Information passed to the audience in an appealing and attractive way.
Diagrams or charts is used as a way of written communication and illustrate the point
being made.
Disadvantages:
There is no feedback and the sender of the message may need to use other forms of
communication to check that the message has been understood.
Charts and diagrams are difficult for some people to understand.
The overall message might be misunderstood if the receiver is unsure how to read
values from graph or how to understand a technical diagram.
12. What are the factors in choosing the best method of communication?
a) How urgent the message: If it is important the receiver gets the information faster.
For Eg. If the manager from the foreign division of a company must be told about a cancelled
meeting before he catches his flight. A telephone call can would be better than a letter if the
message is urgent.
b) The length and complexity of the message: written communication is best for long or
complex messages, so the receivers could read again and again to check if they have
understood.
c) How many people need to receive the message: If the number of recipients are few or
many. Emails are one of the best methods of communication in contacting many people at a
same time.
d) Importance of feedback: if it is essential that the sender receives feedback, perhaps very
quickly, then a direct verbal method of communication might be appropriate
