Extensive and Intensive Types of Reading from MB0023 of Business Communication

Extensive Reading:

As we already mentioned our way of reading is influenced by the purpose of our reading. Most of us have the habit of reading especially when we are free or have a lot of leisure time. We might get hold of a novel, a comic strip, a magazine etc.

When we read for the pure pleasure of reading we call it extensive reading. But, we should not give it a lesser priority because it is extensive reading. It is enjoyable as well as informative. Here, we practice rapid reading to get the global/overall understanding of the matter.

Intensive Reading:

When we read shorter texts like a research paper, for getting specific details / information we read slowly with a lot of concentration. This is intensive reading. When you read a book as a resource material for research you read it intensively because the overall understanding is not the objective/purpose of our reading.

When you read an article in order to write a review on it, you read it intensively. We use all the skills of reading when we do intensive reading.

For example - Every star is a sun, like our own sun. This means that stars are huge balls of glowing gases. They are so hot that if a piece of steel were placed there, it would disappear in a cloud of gas! In many of the stars, the gases are very thin. This is because the particles or atoms of matter in the gas are far apart.

But stars do have matter in them. We know, for example that the sun contains more than sixty of the chemical elements present in the earth. Among the elements in the sun are hydrogen, helium, iron calcium and magnesium.

In cooler stars, the matter may be more nearly liquid, somewhat like the boiling iron in a blast furnace. In some very old and cold stars, the matter may be so closely packed that a cubic inch of it would weigh a ton.

It is the next chapter of skimming and scanning types of reading which is taken from Business Communication of SMU MBA MB0023 book.

Skimming and Scanning Types of Reading from MB0023 of SMU MBA

As we have already said, we read in different ways depending on the purpose for which we are reading a text. Let us look at skimming and scanning types of reading.

Skimming:

Let’s say that you are a student of Management; and as suggested by your professor, you need to buy a reference text book on Investment Management or you need to write a paper on Computer Graphics. You go to a book store and see a rack full of books, with the same title, but different authors. You don’t have time to read the pages before deciding on buying the book. Hence, you quickly go through the contents, title page and the blurb (it is a slang meaning, a short piece of writing that praises and promotes something, especially a paragraph on the cover of a book).

By now, you have decided to buy one book. The type of reading that you did in the bookstall is “skimming.” Thus, skimming means, “looking quickly over a text/book to get a general superficial idea of the content.”

Scanning:

As you read a text, editorial or an article, you suddenly come across a word that is not familiar to your. Naturally, you would like to know the meaning of the word, for your own benefit.

So you get the dictionary and carefully find the word. You see the spelling, pronunciation, meaning and also the various uses of the same word (if any). This type of careful reading, to find out the specific, clear details, is known as Scanning. Here you don’t just run your eyes across the page, but look into the information for specific details.

Skimming and scanning types of reading have been taken from Business Communication (MB0023) Book of SMU MBA. It is the next chapter of reading and purpose of reading.

Reading and Purpose of Reading from Business Communication of MB0023 SMU MBA

According to the Webster, “Reading is thinking under the stimulus of the printed page.” Or “Reading is a psycho-linguistic guessing game.”

When you read, you read the lines, read between the lines and also read beyond the lines. So reading is nothing but a decoding process.

Purpose of reading:

We read many things in our day-to-day lives. Let us name a few of them:

Newspapers and magazines

Advertisements, leaflets, pamphlets

Textbooks, novels, short-stories

Letters, telegrams

Recipes, puzzles, menus

Articles, reports, legal documents

Dictionaries, telephone directories

Cartoons, comic strips

Time-tables, maps, statistical graphs and diagrams etc.

We have just listed the different texts that we normally read witch certain definite purpose in mind. They are read either for personal interest, for pleasure, to acquire information or to participate in society. For you, as students, the purpose of reading is emphasized on either for interest or for pleasure and reading to acquire information and knowledge. Reading for interest of pleasure is usually fulfilled through reading fiction, while reading to learn is associated with informative articles. Reading for information may be both internal and external. When you read for necessary background information about what is going on within the company where you work, or within your group it is called reading for internal information. Reading for the information of what is going on in your field, but outside your own company is called External information.

You may need to do something concrete in the not too distant future after you have read whatever it is you are reading this is Action Reading. Professional reading is done when you need to continue learning and studying so that you develop your own thinking and skills. But you should bear in mind that the text itself is not written strictly for any one purpose. For instance, any biography or autobiography will be read as personal interest to understand the life story of an individual. The same maybe read by a research scholar for his research purpose. People’s interest in reading is so varied, that any text could meet any purpose.

The chapter has been taken from Business Communication of SMU MBA MB0023. It is the next chapter of how to listen customer complaints.

How to Listen Customer Complaints from MB0023 Business Communication of SMU MBA

A career in any industry, be it at the front office, managing the other staff or dealing with customers, can be managed smoothly if one develops his/her listening skills, especially when facing customer complaints. Listening skills have to be mastered because the customers you face are not the same always. You may come across a customer, who is drunk, may get belligerent or even violent if offended. You may sometimes come across another category of customers who are not satisfied with the treatment that they have received. These also should be attended with patient hearing.

Handling customer complaints need not have to be a battle always. With the right tools and responses you can turn complaints to your advantage; to help you build your business. How do you deal with your customer complaints? The easiest way to find out is to pick up the phone and play the role of the complaining customer. If you are very much irritated with the service you get or if the person on the other side doesn’t listen to your complaints, would you return to the same place? In such cases, you need to create a standardized method for dealing with your complainers and turn them into loyal customers.

One of the great tools used in the connection is the technique of BLAST. The acronym stands for:

Believe: This is the cornerstone of handling a customer complaint. The customers may be lying and be incorrect about their situation. It is important to understand that your customers believe that your establishment was wronged them.

Listen: Stop and listen to your customer’s complaint. While listening, engage in active listening where you either nod or repeat some words to assure the customer that you are ‘really’ listening to the complaint.

Apologize: Always apologize even if you did nothing wrong. From your customers’ perspective, they have a legitimate complaint, and they expect an apology.

Satisfy: Satisfied customer not only returns to your organization for a second time, but also advertises about his satisfaction to many of his friends and thereby improves your business!

Thank: At the beginning, at the end, in the middle; it doesn’t matter thank the customer for calling and complaining.

The chapter has also been taken from Business Communication of MBA MB0023 of SMU. It is the sequel of listening activities and strategies for effective listening.

Listening Activities for MBA MB0023 of SMU Business Communication

Now since the time supermarkets began, marketing consultants, like us, have been gathering information about customer’s shopping habits.

To date, various research methods have been used to help promote the sales of supermarket products. There is, for example, the simple and direct questionnaire which provides information from customers about their views on displays and products and then helps retailers make decisions about what to put where.

Another method to help managers understand just how shoppers go around their stores are the hidden television cameras that film us as we shop and monitor our physical movement around the supermarket aisles: where do we start, what do we buy last, what attracts us, etc.

More sophisticated techniques now include video surveillance and such devices as the eye movement recorder. This is a device which shoppers volunteer to wear taped into a headband, and which traces their eye movements as they walk round the shop recording the most eye-catching areas of shelves and aisles.

But with today’s technology, Space Management is now a highly sophisticated method of manipulating the way we shop to ensure maximum profit. Supermarkets are able to invest millions of pounds in powerful computers which tell them what sells best and where.

Now, an example of this is ‘Spaceman’ which is a computer programme that helps the retailer to decide which particular product sells best in which part of the store. Now Spaceman works by receiving information from the electronic checkouts on how well a product is selling in a particular position. Spaceman then suggests the most profitable combination of an article and its position in the store.

So, let’s have a look at what we know about supermarkets and the way people behave when they walk down the aisles and take the articles they think they need from the shelves.

After listening and barriers to effective listening, the chapter has also been taken from the SMU Business Communication for MBA MB0023.