Communication Strategies: Verbal, Non-Verbal & Cross-Cultural Business

This report provides an in-depth analysis of the role of communication in a business context, specifically focusing on the marketing department. It explores the significance of both verbal and non-verbal communication in fostering coordination among internal and external stakeholders. The report highlights how effective verbal communication, characterized by brevity, appropriateness, timeliness, and tonality, enhances marketing operations by facilitating interactions with clients, advertisers, and employees. It also delves into the importance of non-verbal communication, including body language and eye contact, in expressing emotions and attracting customer attention. Furthermore, the report underscores the critical role of cross-cultural communication, emphasizing the need to recognize social norms and cultural variations in a globalized workplace. It discusses how awareness of cross-cultural communication techniques helps businesses navigate diverse markets, resolve conflicts, and integrate a diverse workforce, ultimately boosting the innovative capabilities of the marketing departments. The report concludes that effective communication is essential for achieving marketing objectives and ensuring smooth business operations in a cross-cultural environment.

Running head: COMMUNICATION IN BUSINESS
COMMUNICATION IN BUSINESS
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1COMMUNICATION IN BUSINESS
Executive summary
The report enumerates the role of verbal and non verbal communication in the organizational
context. Communicability of organizations assists the same in enhancing the performance as per
the objectives of the business through coordinative functioning of the workforce. On the other
hand, the persuasive techniques that are undertaken by organizations while marketing their
offerings is again a major contribution of effective communication. The communicability of the
organization in the cross- cultural workforce scenario also helps in mediating the smooth
functioning of the processes. The report thereby exemplifies the different aspects of verbal and
non- verbal communication and the manner in which the awareness of the cross- cultural
communication supports the smooth functioning of the marketing departments.

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Table of Contents
1. Introduction..................................................................................................................................3
2. Role of verbal and non-verbal communication...........................................................................3
2.1 Verbal communication...........................................................................................................3
2.2 Non- Verbal Communication................................................................................................4
3. Awareness of cross-cultural communication...............................................................................4
4. Conclusion...................................................................................................................................5
References........................................................................................................................................6

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1. Introduction
Communication plays an important role in facilitating the coordinative functioning of the
businesses. In this context, the role that is played by the verbal and non- verbal communication is
evaluated while considering the marketing department of a firm. The collaborative functioning of
the internal and the external stakeholders of the business depends on the efficacy of
communication that is devised by the business. The purpose of undertaking the report is to
understand the role of verbal and non- verbal communication and the manner in which the
awareness of the cross- cultural communication helped in enhancing the efficacy of the
marketing function of the business.
2. Role of verbal and non-verbal communication
2.1 Verbal communication
Verbal communication refers to the utilization of speech and language in order to convey
information and exchange ideas. Blazevic et al. (2013) stated that the application of effective
verbal communication helps businesses in enhancing the operations of the marketing department
through instilling coordination among the different internal and external departments. The
effectiveness of the verbal communication is based on the factors relating to brevity,
appropriateness, timeliness and tonality. Kinloch and Metge (2014) stated that the application of
effective verbal communication will be helping the venture in undertaking interactions with the
relevant stakeholders like the advertisers, clients and employees responsible for collecting
feedbacks from the customers in the marketing departments. Verbal communication is
undertaken by the organizations in order to persuade the customers to consider their offerings. It
helps organizations in enhancing the marketing operations that are designed by the same.
However, there are different barriers that are faced by the organizations while implementing
verbal communication systems relating to differences of the emotions and perceptions between
the communicator and the communicated.
2.2 Non- Verbal Communication
The non- verbal communication emphasizes on the proper implementation of body
language, which helps businesses in maintaining the efficacy of communicating in meetings and

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sessions. Non- verbal communication is dependent on the utilization of body movement, eye
contact and expressions. Kramsch (2014) stated that non- verbal communication helps in
expressing the human related emotions more dynamically which is prominently considered as the
essence of effective communication. It will be helping organizations in marketing their offerings
through persuading the customers more effectively. Communication helps in attracting the
attention of the customers to the product and service offerings. Coordination and collaboration
among the chief stakeholders is also manifested through the implementation of non- verbal
communicability paradigms. It will be helping in facilitating the smooth functioning of the
businesses while marketing their offerings in the diverse markets.
3. Awareness of cross-cultural communication
The cross cultural communication is characterized by recognition of the socially
established norms and suitable understanding of cultural variations. Awareness of cross- cultural
communication through identification of diverse language and heritage backgrounds helps the
organizations in maintaining their efficacy of communication. Globalization has resulted to the
diversity in the workplace (Merkin, Taras & Steel, 2014). Awareness of the cross- cultural
communication techniques will be helping the marketing departments of businesses to undertake
the smooth functioning of the same while operating in the diverse markets. Cenere et al. (2015)
stated that suitable cross- cultural communication, through the implementation of distinct
protocols, helps the organizations in maintaining the smooth functioning of workforce by
eradicating the cross- cultural conflicts related to mentality, perception, knowledge and language
differences. Therefore, implementation of suitable techniques in regulating the pitch, tonality, the
message contents will be helping the management of organizations in undertaking effective
communication with diverse workforce. Mishra, Boynton and Mishra (2014) stated that the
cross cultural communication will be helping the management to encouraging the involvement of
the diverse members in the marketing departments. It will be resulting to enhancement in the
dynamic innovative capabilities of the business. Therefore, the awareness of the manner in which
communication is required to be established in the cross cultural setting will facilitate the
organization in integrating the workforce, despite of the differences that exists between the
members in the marketing team.

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4. Conclusion
Therefore, from the above research it can be stated that verbal and non verbal
communication plays a major role in delineating the objectives to the marketing team of
businesses. On the other hand, the efficacy of the communicability of organizations in the cross
cultural context helps in enhancing the functions of the marketing department of the
organizations.

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References
Blazevic, V., Hammedi, W., Garnefeld, I., Rust, R. T., Keiningham, T., Andreassen, T. W., ... &
Carl, W. (2013). Beyond traditional word-of-mouth: an expanded model of customer-
driven influence. Journal of Service Management, 24(3), 294-313.
Cenere, P., Gill, R., Lawson, C., & Lewis, M. (2015). Communication Skills for Business
Professionals 7. Cambridge University Press.
Kinloch, P., & Metge, J. (2014). Talking past each other: problems of cross cultural
communication. Victoria University Press.
Kramsch, C. (2014). Identity, role and voice in cross-cultural (mis) communication.
In Misunderstanding in social life (pp. 137-161). Routledge.
Merkin, R., Taras, V., & Steel, P. (2014). State of the art themes in cross-cultural communication
research: A systematic and meta-analytic review. International Journal of Intercultural
Relations, 38, 1-23.
Mishra, K., Boynton, L., & Mishra, A. (2014). Driving employee engagement: The expanded
role of internal communications. International Journal of Business
Communication, 51(2), 183-202.