The meaning of “communication” goes a lot deeper than people often think. Communication is about conceiving, sending, receiving, and interpreting messages as well as confirming reception of these messages. A failure at any point in this chain can result in ineffective communication.
　　Ineffective communication can be disastrous. There is a famous story of a British Army Commander who sent the message “Send reinforcements, we.re going to advance.” back to his Command Center, through a long chain of subordinates. When the message finally reached the Command Center, it had “mutated” to become -- “Send three and four-pence, we.re going to a dance.” The reinforcements never arrived.
　　You can demonstrate this same principle, albeit on a less dramatic scale, by trying to play Chinese Whispers with more than 20 people. It is highly unlikely the same message you started with will be the one you end with.
　　In a business, there are three main types of communication failure. Each has its own indicative signs.
　　•The first type is known as allocative failure. This occurs when a firm is not gathering enough intelligence about its market or (most often), the information is not reaching the right points. The firm will not be allocating resources in step with the shifts in demand. If demand is rising but the firm is suffering from allocative communication failure, then stocks will fall and there will be understaffing. If the inverse happens, there will be a surplus of stocks and overstaffing.
　　•The second type is executive failure, where communication to trigger specific events/actions is either late, lacking or in error. The symptoms of this are a general loss of direction in the company or departments, a loss of co-ordination and an increase in complaints from customers as things happen late or not at all.
　　•The final type is human failure. This occurs when the general culture of a business or the relationships between particular individuals or departments do not foster effective communication. This leads to alienated staff, an increase in staff turnover, an increase in absenteeism and general frustration among staff. Creativity, especially that which takes place across departmental boundaries, is likely to suffer hugely as team synergy slips.

【单选题】What does the phrase "confirming reception of the sent messages" mean in Paragraph 1? （红色选项为正确答案）
【A】：To make sure that the messages are sent to the right receivers
【B】：To make sure that the messages are fully understood.
【C】：To make sure that the messages are correctly understood by the right receivers.

【单选题】In the famous British Army Commander story, which step probably was right in the communication chain? （红色选项为正确答案）
【A】：Conceiving.
【B】：Sending.
【C】：Receiving.

【单选题】What is Chinese whispers? （红色选项为正确答案）
【A】：Who whispers in Chinese.
【B】：A game to pass messages around in a whisper.
【C】：Chinese people who don.t normally talk very loudly.

【单选题】When does "allocative success" happen? （红色选项为正确答案）
【A】：The right information goes to the right place.
【B】：A company gathers information from understaffing departments.
【C】：The correct information will be sent by the right department.

【单选题】According to the last paragraph, what result will be caused by human failure? （红色选项为正确答案）
【A】：Increasing creativity across departments.
【B】：Inadequate communication between departments.
【C】：Increasing customer complaints.

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