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(a) Explain the elements in the process of communication. 

(b) Marketing is essential for the success of a business organisation. 

Give four reasons to support your answer.

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(a) The elements in the process of communication: 

1. Sender: The sender is a person, group or organisation which initiates the communication process. Sender may be a speaker, a writer or an actor. 

2. Message: Message is the physical form in which an idea is expressed. It consist of facts, opinions, feeling, decision, etc. Message may take the form of oral or written words. 

3. Encoding: Encoding is the process by which the message is translated into symbols which can be transmitted. The symbol may be language, numbers, codes, signs, sounds, pictures etc. 

4. Channel: Channel means the medium which carries the message to the receiver. It serves as a link between the sender and the receiver. Face to face conversation, telephone calls, letters, telegrams, fax, E-mail etc., are example of channel. 

5. Receiver: Receiver is the person, group or organisation to whom the message is directed. Receiver may be a listener, a reader or a viewer. 

6. Decoding: Decoding is the process by which the receiver translates the message into meaning from the symbols encoded by the sender. 

7. Feedback: Once, the message is understood the receiver sends his reaction or response. This response is known as feedback. It verifies the message. 

(b) 

1. Foundation of business: Marketing is the focal point of all business activities. The end of all production is consumption and the success of a business enterprise depends on efficient marketing. Manufacturing, finance, personnel and other activities of business revolve around marketing. Marketing has become vital for the survival and growth of business due to large scale production, changing technology, and sophisticated tastes and preferences of customers. 

2. Source of revenue: Marketing is the only source of generating revenue for business. Other activities of business such as manufacturing, finance, research and development and personnel incur expenditure. Marketing provides funds for all other departments by generating revenue. Efficient marketing creates demand and enlarges the market so that more revenue is earned for meeting costs. Marketing helps to reduce costs through optimum utilisation of resources. 

3. Satisfaction of customers’ Needs: Marketing satisfies human needs and determines the pattern of consumption. It helps in assessing customer wants and facilitates transfer of ownership of goods. Marketing creates time, place and possession utilities. 

4. Higher standard of living: Marketing helps in improving the standard of living by providing new and better varieties of goods to people. It brings to their knowledge new products and their uses. It brings about improvements in the quality of life of the common man.

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