Use

d X Performance indicators for ASM

4 Acquire product information for use in sellingKnowledge of product means and includes details of use, its utility, its composition, service offered, and so on. To be more clear, knowledge of the product means a thorough knowledge regarding the probable information about the products which the customers generally inquire about. A salesperson or marketer needs this knowledge in order to describe product features or service advantages, to overcome objections, to answer questions, and to acquire confidence in the merit of his offeringsMethods:Sources of product knowledge are many and varied. However, these sources can be classified as basic and subsidiary. The fundamental sources are called basic sources; whereas collateral are called subsidiary sourcesGeneral Education is a must for all sales staff. When joining a sales organization, he/she is given special training so become an expert. Some firms have their own institutions for training, whereas others send their staff to technical institutions. Training increases the knowledge of sales staffExperience is the most important source of information. Initially he/she works under the guidance of a senior salesperson. As an independent salesperson, he comes in contact with hundreds of customers of different types. Contact with every new customer enriches his knowledge and experience institutionUse of the product enables a salesperson to know its real worth. By using the product, he knows all the advantages of it; and also the gap between its description and actual useAdvertisements contain all the salient features of the products. A salesperson, therefore, should study the advertisements of his own firm to acquire valuable information about the features and selling points of productsSales meetings and conferences are also important sources of product knowledge. Manufacturers arrange meetings and conferences of salesperson at regular intervals. In these meetings, senior sales staff and sales managers deliver lecturers and demonstrate important features of the productVisit to factories / showroom are arranged to many factories, which is a rich source of information about the production process, raw materials used, quality control system, method of packing etcSales literature Sales manuals are books published by the manufacturer. This book contains information about products, the procedure to be followed in selling goods, maintaining stock, maintaining the expense accounts, selling reports, credit facilities, discounts, delivery facilities and so onTrade Journals are technical journals containing technical points and details about the products. Companies manufacturing drugs and medicines publish monthly journals and send them to customers. Trade associations publish their own monthlies. The members give advertisements to them emphasizing the main features and selling points of their products. Thus, these journals can serve as a good source of information for acquiring product knowledgeSales bulletins are published periodically to provide additional and up-to-date information

regarding products. It is supplement to the sales manuals. It contains new information regarding product, its selling points, its improvements or additions etcSales portfolios are meant to retailers and wholesalers. It contains actual photographs of the product, instructions and advises regarding method of display, clippings, and names of users in a book form.

2 Address people properlyIf in Doubt, Keep it Formal - If you meet someone in a situation and you're unsure of how to address him or her, err on the side of caution by using formal address. If the person on the receiving end feels this is too 'stuffy' of an address, they will let you know. Use Mr., Mrs., Miss, Ms. When You know Their Last Name until told otherwise. Sometimes it doesn't hurt to ask someone how he or she wishes to be addressed. Use formal address first, and then ask them if they prefer something else. You can simply ask, "Is it okay if I call you Rachel?" When you know this is their name you can ask this - they will either say yes, or tell you what they prefer. Sometimes You Should Only Use Last Names. An example of this would be a business conference. You may ask a question of another business professional and address them by Mr., Mrs., Miss, or Ms. In fact, Ms. is used quite often in business. Ms. is applicable to a married or unmarried woman.When Corresponding By Email or Letter Be Formal... at First. In written correspondence, use formal address the very first time. This is in emails and in handwritten letters. Again, the recipient of your digital or paper correspondence will let you know how they wish to be addressed in future communications. If they don't let you know, then go with the status quo of formal address.

2 Analyze employer expectations in a business environmentEmployer expectations are communicated in the job description and in detail through the job training process. They form the basis of performance evaluations which may be used to determine performance bonuses and/or promotions. Both the employer and employee are responsible for ensuring communication of these expectations are clear and understood so they can rely on each other to achieve common goals. Expectations may include professional development for employees to upgrade and stay on top of the latest trends in the industryDid the participant explain their expectations of their employees in terms of:

Job performance Customer service Professionalism Ability to handle conflict To be on the job as required To be punctual To be reliable To be honest and ethical To take initiative

2 Analyze product information to identify product features and benefits Participants should use the facts from the case for each product line to identify how the proposed destination will benefit the multi-generation family. They should consider the types of activities provided teach destination and the appeal for people of various age groups. Solutions should specifically state how the chosen destination appeals to each

generationParticipants should identify the destinations they believe would be most successful and least successful based on their analysis of features and benefits to each generation.Analyze the impact of specialization/division of labor on productivityAnalyze the impact of technology on marketing

Several technologies have an impact on marketing including the Internet, mobile phones, social media, and customer relationship management systems. Some key factors of this impact include: Consumers can access more information about products and services on their own Consumer expectations are high Consumers can engage with organizations and their brands through a variety of

devices and channels Organizations must coordinate their marketing efforts across multiple channels Organizations must leverage data from customer relationship management software

and other sources of analytics to drive their marketing efforts Technology has introduced new media channels to marketers Television advertising has less impact than it used to Consumer has greater choice in what is viewed, when it is viewed and how it is

viewed Technology has made distribution simpler. Internet allows much greater reach with

lower costs Marketers must have a social media strategy (Facebook, Twitter...)Participants should be able to demonstrate some of the significant impacts that technology has had in marketing and particularly as they apply to this situation. The participant’s address may include: Technology has created many new marketing strategies for goods and services Customer relationship management (CRM) involves finding customers and keeping

them satisfied through a variety of means – database marketing – creating and maintaining customer lists – with technology these can be created with e-mail, on-line purchases, and web site visits – also on-line customer surveys

The internet has increased a marketer’s ability to measure effectiveness, track customer buying behaviour, conduct research and manage data

Market research can use technology to automate telephone research and provide interactive focus groups online

Technology has provided new platforms for distribution and collection of information – on-line sales; Internet: social media; delivery of sales and promotions via smart phones

2 Calculate media costs.2 Check incoming stock. 2 Close the sale

Closing the sale requires that the participant ask the judge if they have a deal, ask for a date for starting the project or arrange to have the contracts signed. The end result is that you get the judge to agree to use your plan.

3 Communicate core values of product/serviceWhen employees know their organizations values, they have an ethical base that will help

them know how to act and what decisions (including strategic brand decisions), are in the best interest of their clients, the organization and its vision. For example, an organization may be striving for: Health & safety Continuous improvement Customer satisfaction Transparent communication The core value includes the intended use of the product or service These values extend to the product features that may be the basic, physical or extended

attribute(s) of the product or serviceThe additional benefit for an organization (beyond increased customer satisfaction), is that once employees understand the core values they will be able to make the right business decisions with greater confidence and speed (saving time, saving money and reducing mistakes). For example, values will: Assist in the development of the organization (and department), mission statement,

vision statement,  value statement and core competencies Influence the product / service design process when developing new products / services Serve as the starting ground for all marketing and advertising strategies and messages

Be evaluated and measured within the people being considered for employment2 Convert customer/client objections into selling points

Presenter should discuss the benefits of the product Disadvantages should also be discussed Present higher quality products for a lesser price

6 Coordinate activities in the promotional mixThe four elements of the promotional mix are: advertising, sales promotion, publicity, and personal selling. All elements used should be coordinated to achieve the company’s goals. All initiatives should be coordinated to target the identified markets, clearly communicate the same underlying message.

Advertising includes any paid presentation and promotion of ideas, goods, or services by an identified sponsor (Ex. Print ads, radio, television, billboards etc) Place advertisements that would appear locally promoting the award-winning coffee in newspapers, direct mail, posters/billboards Recognize that TV ads would be created for national chain by the national chain itself

Sales promotions Incentives designed to stimulate the purchase or sale of a product (Ex. Coupons, sweepstakes, contests, rebates etc. Offer sample coffee taste cups at popular local events and venues) . Sales promotion includes media and non-media marketing communication in order to increase consumer demand, stimulate market demand or improve product availability

Public relations includes paid intimate stimulation of supply for a product, service or business unit by planting significant news about it or a favourable presentation in the media and sometimes include direct marketing and sponsorship Contact newspapers and radio stations to come review or feature the restaurant or Sponsor local events

Personal Selling is a process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation (Ex. Sales presentations, sales meetings, sales training) Each

waiter should up sell by recommending products, especially our award-winning coffee

Participants should describe a variety of creative ideas that address all areas of concern.8 Demonstrate a customer service mindset

A service mindset is an outlook that focuses on creating customer value, loyalty and trust. A business with this outlook wants to go beyond simply providing a product or service. It wants to create a positive and indelible imprint in the customer's, or even in the prospect's mind. To do this, a business has to care about the customer or prospect experience and work continuously at enhancing it Listen carefully to the customer’s complaint and acknowledge that you are there to help

—in this case that the business meeting has been disrupted Explain that you appreciate and value the business that the customer has given you and

that you would like the relationship to continue Provide customer surveys to get feedback from the customers. This could be done by a

card with the bill, a website address or a phone call to important customers. There could be an incentive such as a discount or free dessert if they fill out the survey

Use interpersonal skills to handle customer requests and questions, Understand management’s role in customer relations, understand procedures for handling difficult customers, explain business policies to customers and handle customer complaints.

you should view negative customer interactions as opportunities to learn even more about the customers’ needs and expectations

4 Demonstrate appropriate creativityCreativity in the workplace is the next step up from problem solving. It is a real asset to employers hunters, if they can show how they bring additional value to the employer, and preferably prove a dollar value to that creativity. Initiative and good ideas are now much more appreciated than they were in the old hierarchical corporate jobs. Ideas are valuable, and so are employees who can get more value out of the endless possibilities of new systems.Some people actually make much more of a career out of ideas, rather than just doing a job. The opportunities are always there. Everybody, on any job, soon figures out a better way of getting things done. Most value adding is about dealing with volumes of work. Just as well, too, because that's how efficiency is achieved. It's a natural use of skills to make work easier and more productive. That's also why many people who are quite efficient in organizing their own work don't even recognize why they're efficient. They think it's common sense, but it's actually part of the creativity in the workplace effect. Think about how you've organized your own work to suit your own needs. There will be something. You may not have redesigned the whole workplace, but you will have done something to make yourself work more efficiently.Now comes the rest of the question, how to show value in your creativity.Work value is measured by:

Profit Savings Improved time frames Increased efficiency in your own work Increased efficiency which carries through up the work chain to others from your

own workThis is what is meant by improving productivity. It's productive in that it generates income, saves time and therefore money, and improves the efficiency of yourself and others. In whatever sense it's done, it's valuable to the employer.So you have to express the value of your creativity in those terms, to the judges, and show them why it's valuable. If you've come up with a better way of doing things, or a more efficient or obviously quicker way of doing your work, you've answered the question effectively, and made your point.As with all interview questions, you must structure your answer so the interviewers can see the processes involved, and the value of your work.In this case, creativity is a very broad range of possible subjects, but you can simplify and clarify your answer:

Explain the work, and the processes. Explain your idea and its benefits in terms of the productivity criteria.

Tell the judges what you've achieved with your creativity. Also tell them your manager or supervisor's reaction to your work if you can tell them about a positive response from them. That's proof of achievement.

2 Demonstrate connections between company actions and resultsMost companies will compare their actions and results by having set some specific objectives and seeing how closely they are meeting them. In this case, the company will probably be setting goals involved with an increase in revenue and/or an increase in profit. They would want to have the results of the catering function kept separate from the results of the regular restaurant activity although there would be some carry-over of fixed costs between the two practices. They might even separate the activities into two separate companies. In any case there should be a measureable difference in the company in terms of profit.Brochures, ads and web pages are not results. A marketing department needs tangible objectives and deliverables. But it is easy to fall into the trap that looks at these deliverables as ends in themselves. A new department in the store means nothing if it doesn’t in some way contributes to improving the state of your business. Similarly, brand awareness isn't a result. It is also a means. Building brand awareness may be a reasonable objective but only if your marketing team can articulate how it drives results. . Opening a coffee shop is not a result. That's all the more reason that your marketing efforts need to be focused on the right results. Because it is difficult to measure directly the effects of many marketing tactics, it is important to design those tactics with appropriate end results in mindWhat are your most influential economic engines, and are your marketing efforts focused on them? Do you make significantly more profit on a small number of loyal customers than you do on a large number of transactional customers? If so, do your marketing efforts focus appropriate energy on building customer loyalty, or is the lion's share of your efforts focused on finding new customers? Does opening a coffee shop add significantly to the profitability of product sales?Demonstrate ethical work habitsReliability A reliable employee is punctual, follows through on his tasks and shows up ready to work. Business owners cannot afford to keep employees who are not reliable. If an employee consistently arrives late to work and routinely fails to follow through or complete his tasks, the company loses time, money and business.

Positive, Helpful Character Small businesses often have a close, tightly knit, familial atmosphere. It is natural to experience some growing pains or rough days. In general, your employees should have a positive attitude and be willing to help each other out. Negativity and dissent can spread like a disease and damage workplace morale and productivity. Employees should show initiative to make themselves useful and act as teammates to one another.Proper Communication Strong interpersonal skills can help form cohesive teams among employees and make handling challenges easier. Employees must communicate effectively and understand the difference between constructive criticism and destructive griping. Related to interpersonal skills is an employee’s outward appearance. If the job calls for professional attire, the employee should dress the part. Strong interpersonal skills involve understanding a little about office politics -- the employee should know when to speak up and when to listen.Altruistic and Goal-Oriented Good employees are often altruistic and goal-oriented. While receiving a paycheck is a strong motivator, a good work ethic is also putting yourself aside to work toward the greater good of the company as a whole. Doing so leads to working toward goals rather than putting in the minimum effort. To foster good work ethics, an employer must also possess strong work ethics. If you treat your employees as a means to an end, your employees will not respect you or the business. Work on team-building, show respect to your employees, but also be stern and mete out discipline when necessary

4 Demonstrate initiative4 Demonstrate problem-solving skills

Identify the issues Be clear about what the problem is. Remember that different people might have different views of what the issues are. Separate the listing of issues from the identification of interests (that's the next

step!). Understand everyone's interests

This is a critical step that is usually missing. Interests are the needs that you want satisfied by any given solution. We often

ignore our true interests as we become attached to one particular solution. The best solution is the one that satisfies everyone's interests. This is the time for active listening. Put down your differences for awhile and listen

to each other with the intention to understand. Separate the naming of interests from the listing of solutions.

List the possible solutions (options) This is the time to do some brainstorming. There may be lots of room for creativity. Separate the listing of options from the evaluation of the options.

Evaluate the options What are the pluses and minuses? Honestly! Separate the evaluation of options from the selection of options.

Select an option or options What's the best option, in the balance? Is there a way to "bundle" a number of options together for a more satisfactory

solution?

Document the agreement(s) Don't rely on memory. Writing it down will help you think through all the details and implications.

Agree on contingencies, monitoring, and evaluation Conditions may change. Make contingency agreements about foreseeable future

circumstances (If-then!). How will you monitor compliance and follow-through? Create opportunities to evaluate the agreements and their implementation. ("Let's try

it this way for three months and then look at it.") Effective problem solving does take some time and attention more of the latter than the former. But less time and attention than is required by a problem not well solved. What it really takes is a willingness to slow down. A problem is like a curve in the road. Take it right and you'll find yourself in good shape for the straightaway that follows. Take it too fast and you may not be in as good shape. Working through this process is not always a strictly linear exercise. You may have to cycle back to an earlier step. For example, if you're having trouble selecting an option, you may have to go back to thinking about the interests. Demonstrate Responsible BehaviourDemonstrating responsibility means being willing to accept an obligation and being accountable for an action or situation. One can demonstrate responsibility in many ways. The participant may point out that the company can demonstrate responsible behaviour by:

Accepting responsibility for damage that has been caused and taking measures to take measures to ensure that the problem does not happen again, perhaps by investigating the cause of the explosion or hiring an independent investigator

Explaining how they will take steps to ensure that this does not happen again Offering to compensate injured employees and families The disclosure of all relevant financial and operating information Company must provide pricing options that the customer can understand—pricing

transparency Company must make a profit and be responsible to its shareholders Company has dealt with complaints in a timely and ethical manner Company has considered all stakeholders

3 Describe current business trendsThere are many correct answers to this question. Examples could include:

Economic recession Credit crisis Companies focusing on being more environmentally friendly Double income families or single parent families that need and are willing to pay for

services because of their busy lives Big box stores Increase in discounts to encourage sales Lower profits, maintenance of sales Competitive market React / respond to economies of scale

Describe factors that affect the business environmentThe internal business environment includes factors within the organization that impact the

approach and success of your operations. The external environment consists of a variety of factors outside your company doors that you typically don't have much control over. Managing the strengths of your internal operations and recognizing potential opportunities and threats outside of your operations are keys to business successOrganizational Direction The role of company leadership is an important internal business factor. Your leadership style and the styles of other company management impact organizational culture. The positive or negative nature, level of family-friendliness, effectiveness of communication and value of employees are cultural implications that result from leadership approaches. Companies often provide formal structure or direction with mission and vision statements. These are forward-looking statements that provide the business for company decisions and activitiesOther Internal Factors The strength of your employees is another crucial internal business factor. Motivated, hard-working and talented workers generally produce better results than unmotivated, less-talented employees. Your business processes and relationships within and between departments and employees also significantly impact business effectiveness and efficiency. In a high-performing workplace, employees not only have talent, but they work well together and collaborate on ideas and resolutionsExternal Competition One of the most critical external business factors is competition. Whether you operate in a concentrated industry with a few major competitors or a large industry with many competitors, you need to know the competition. Many companies do competitive analysis to compare their offerings and prices to those of competitors. When developing business philosophies and products, it is helpful to use your strength in quality production, customer service or operational efficiency to build competitive advantages that benefit your customersOther External Factors fall into several categories, including socio-economic, legal or ethical, political and technological. Socio-economic factors relate to the values, attitudes and concerns of your target customers and their economic abilities to afford your products. The legal, ethical and political environments generally relate to your need to abide by business laws and to meet the ethical or social responsibility standards of your customers and communities. In some industries, technological evolution drives the need for companies to adapt and constantly research for improvements Competition Economic environment Political environment Changes in technology Socio-cultural environment (including location of the business) Changes in demographics Changes in the natural environment

2 Describe factors used by marketers to position products/businesses Students may define the term positioning in light of the case – they will define the

characteristics of the good/services being offered by the bookstore Marketers must determine whether or not they will take a stand and position their

products Marketers must determine who they will position the store to and what

goods/services will be offered to the target group Determine why their positioning is relevant for their target consumer

Ensure that their positioning is clear so that the target consumers will understand Marketers must also position their product in a way that is distinctive – without a

unique position, consumers do not have a reason to choose their product3 Describe factors used by marketers to position products/services

Differentiation in the context of business is what a company can hang its hat on that no other business can. The positioning concepts focus on the rational or emotional benefits that buyer will receive or feel by using the product/service. Products/services should be positioned based on their comparative advantagesFor example, for some companies this is being the least expensive. Other companies credit themselves with being the first or the fastest. Whatever it is a business can use to stand out from the rest is called differentiation. Differentiation in today’s over-crowded marketplace is a business imperative, not only in terms of a company’s success, but also for its continuing survivalPositioning is also defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. Positioning is something (perception) that happens in the minds of the target market. It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. Products/services should be positioned based on their comparative advantages. A company can positively influence the perceptions through enlightened strategic actionsMarketers often use a Product Positioning Map to “map” out the position that their products occupy in comparison to the completionThese positioning maps are based on 2 dimensionsThe most common dimensions are price and qualtitySo, for example, Rolex may be categorized as high price, high quality. Timex may be categorized as low price, high quality..Some possible positioning strategies:

Focus on healthy low calorie snack (< 200 calories) Price and quality Positioning by features and benefits Positioning relative to competition

2 Describe how marketers can make ethical choicesDescribe promotional methods for automotive services marketing

4 Describe promotional methods for vehicle and petroleum marketingDescribe sources of secondary dataThere are plenty of raw data sources like the Census, Data.gov, the stock market, and countless others.  Internal company data like customer details, sales figures, employee timecards, etc. can also be considered secondary data.  Published articles, including peer-reviewed journals, newspapers, magazines, and even blog postings count as secondary data sources.  Don’t forget legal documents like patents and company annual filings.  Social media data is a new source of secondary data.  For example, the New York Times collected Twitter traffic during the 2009 Super Bowl and produced a stunning visualization of comments throughout the game.  Secondary data is all around us and is more accessible than even.  It is increasingly possible to obtain behavioral data from secondary sources, which can be more powerful and reliable than self-reported data (via surveys and focus

groups).Describe techniques for processing marketing informationThe gathering of relevant and up-to-date information is a key business process. Information consists of organised facts and figures that have meaning within the context that the information is intended to be interpreted by people. Information is thus a valuable business commodity, and frequently businesses pay money for up-to-date and relevant information.Businesses buy:

Market research information Information about the financial performance of other companies Information about economic trends, and the economies of other countries Product research and development information.

The more up-to-date, accurate and complete is the information, then the more valuable it will be.Increasingly there are market opportunities for companies to provide information on websites that users can pay to access - e.g. information about share prices, market movements, and potentially good investments.Information is gathered:

Internally within an organization - e.g. about production performance, sales performance, standard operating procedures, manufacturing systems, etc.

Externally i.e. outside the organization - e.g. information about customers and markets. The firm may contract out the collection of such information to an appropriate organization such as a market research company.

Information can then be analyzed by using computers or by manual methods. Databases and spreadsheets make it very easy to analyze information. For example, information about the market e.g. market growth, market share, etc. can be entered using a spreadsheet package. This information can then be presented in line graphs, histograms, bar charts, pie charts etc so that it is easy to quickly make sense of the information.Information processing refers to the collection, storage, manipulation, distribution and presentation of data, usually by electronic means. Computers are used widely in business for information processing.

2 Describe the concepts of economic scarcity and economic activities A resource is considered scarce when its availability is not enough to meet its

demand. Scarcity is based on the idea that oftentimes a limited supply of goods or services comes up against an ever increasing demand for it and that, as such, every effort must be made to ensure its proper utilization and distribution so as to avoid inefficiency

The scarcity of goods and services is brought about by factors such as the limited supply of resources (for example, water, land or people) and the limited capabilities of technology or human skill (for example, those needed for enhanced production)

Describe the nature and scope of risk management 2 Describe the nature of business records

Participants should make the connection between business records and business decisions based on those records. Records of business transactions are essential to maintaining control of a business. Business records need to be accurate, timely, and verifiable to be of any value. Accurate information is necessary for making good decisions. Making good decisions is what management is all about.

Points to address this may include: Inaccurate records could lead to an under or over projection of the business’s

financial position in its financial statements Since these statements are used to make business decisions by management and

investors, it can lead to misinformed business decisions as well as billing and delivery errors

Business records are also used as reference points if and when the company is audited, thus these records must be accurate and maintain for future use

3 Describe the nature of product bundling Product bundling is the process of securing two or more necessary goods or services from a single vendor. This strategy usually provides several advantages, including saving a great deal of money. Long a practice among businesses, the concept of product bundling has expanded to include residential customers over the last twenty years, especially in regard to various types of communication servicesThe basic nature of product bundling involves the willingness of a supplier or vendor to provide two or more services to a customer for basic rate. This rate normally provides significant savings over purchasing the products individually. For example, a grocery store last Canada day offered a Meal Deal which included a barbeque Chicken, a family sized salad kit, stick bread and a block of ice cream coloured with the Canadian flag in the block. The savings over offering each item individually was over $10Along with saving money, product bundling also provides other benefits for the customer. One has to do with sheer convenience. In many cases, the cost and convenience created by product bundling go a long way toward promoting customer loyalty. This makes the client less likely to switch to another vendor for any of the services, especially if the price for the bundle is competitive. Vendors also benefit from providing various types of bundled packages to their clients. In many cases, the cost and convenience created by product bundling go a long way toward promoting customer loyalty. This makes the client less likely to switch to another vendor for any of the services, especially if the price for the bundle is competitive. Product bundling also simplifies the billing process for the vendor, since all services and products are usually billed on one invoice, rather than several different onesDescribe the need for marketing information

Without marketing information, businesses are left with no ability to anaylse customer profiles. Marketing information is needed to understand the consumer and to therefore improve the product or the service in ways that will satisfy consumers. Marketing information is also crucial in order to plan and carry out successful and cost effective Promotional efforts – how do you advertise if you don’t know who you are trying to reach? Marketing information informs businesses about sales trends and patterns and helps perfect the timing of re-ordering or discontinuing products. Marketing information can inform businesses about pricing levels and a customer’s perception of valueMarketing information management is a fancy term for managing data and information about customer attitudes and development of new products. Marketing research can be done of a formal or informal basis within small and large companies. For large businesses that utilize formal research, the procedures and outcomes must be organized so the business can make sense of the findings and benefit from the researchStudents should mention the importance of collecting information about customers. The

more a business knows about its customers, the better it can tailor its products and services to them. It can deliver products and services to meet and exceed customer expectations. This information also helps the business reach out to potential customers because it informs them about the customer profile of the target market

2 Describe the use of technology in the channel management functionFrom a business and technological standpoint, perhaps the most significant change has stemmed from the rise of digital.  We now live in a world where more than four billion people own mobile devices (a quarter of which are smartphones) and another billion have Facebook accounts.  Whether marketers like it or not, the “digitization of everything” is having a profound effect on direct marketing—from the strategies and tactics down to the individual communication channels. Technology has its impact in the direct marketing channel. It can be in the form of:

Banners on websites and social network sites Social networks like Facebook and Twitter Email campaigns having bought selected e-mails

Technology has created a new channel of distribution known as e-tailing where customers and industrial buyers make purchases using the Internet. The online shopping location is known as an e-marketplaceUse of the internet by the customer provides greater convenience to the customer as they can shop from the convenience of their home, at any time of day. E-tailing also provides benefits to the business as orders can be received and processed electronically.

Describe the use of technology in the marketing-information management function Collaborative customer relationship management : Organizations must assemble

and integrate customer relationship management (CRM) systems that enhance customer collaboration and build customer loyalty and exit barriers.

Outsourcing sales and marketing functions: Organizations must strategically outsource sales and marketing budgets to a new generation of businesses, including marketing agencies, e-commerce utilities and service providers, and e-channel partners to obtain talent, technical expertise, and cost efficiencies.

Customer-centric organizations: Organizations must recast their familiar organizational and functional models, transforming them into a natural extension of customer segmentation, enterprise selling processes, and complex demand chain partnerships.

Operationalizing e-care: Organizations must adopt enterprise-wide management of the customer care processes to ensure seamless service and enhanced intimacy across multiple-channel interfaces and throughout the customer lifecycle.

Hybrid distribution systems: Organizations must build multi-channel, hybrid distribution systems that leverage low-cost, high-touch technologies to improve cost efficiency, market coverage, and overall selling performance.

Value-added direct sales: Organizations must migrate the role of direct sales to better align high-touch, face-to-face selling interactions with high-value and high-margin products and services.

Demand chain remediation: Organizations must restructure demand chain relationships to maximize value creation and customer access while leveraging costs and value-added channel partnerships.

Customer interaction centers: Organizations must consolidate and integrate call

center, Web, e-mail, fax, and marketing technology assets to better manage selling resources, technology infrastructure, and customer interactions.

Product channel readiness: Organizations must design modular, "channel-ready" products optimized for specific sales channels, partners, and customer segments, improving personalization, ease of doing business, and transaction costs.

Dynamic pricing and trading: Organizations must creatively manage the impact of buy- and sell-side technologies and trading communities on margins and pricing.

Changing role of branding: Organizations must aggressively build brand equity in e-channels, in virtual communities, and across multiple selling partners, channels, and points of interaction (POI).

Interactive direct marketing: Organizations must deploy new tools, approaches, and strategies for anticipating or influencing the way customers buy.

Determining which of these twelve areas are of most importance to your specific organization is a first step in acknowledging the impact of technology on sales and marketing and in moving your organization into the world of e-business.Describe the use of technology in the promotion functionThe internet, websites and most recently social networking are common ways of using technology in the promotion function. Interactive websites offer consumers a different way to use or experience the product. Participants should be careful to not overuse and get too technical with their use of technology given that many senior citizens use emerging technologies such as the internet for email and basic communication and personal interest. (They are participating in online gaming, for example)

Computers-world wide web, on line advertising, online sales, on line catalogues Smart phones with updates on sales, promotions, timed sales, one day

promotions Links from computers to store for updates on new merchandise and promotions

Determine customer demand for merchandise4 Determine customer/client needs

The participant should use the following strategies to indentify out what a customer/client needs are:

Questioning Observing Listening After carefully doing all of the above, vendors should continue to observe and listen

carefully while making suggestions of merchandise to the client They should listen for verbal and non-verbal clues and respond / alter their

responses appropriately5 Determine factors affecting business risk

Business risk is the potential for business loss or failure 3 kinds of business risk: economic, natural and human

Economic- occur from changes in overall business conditions (competition, changing consumer lifestyles, population changes, limited usefulness or stylishness of some products, product obsolescence, government regulation, inflation or recession)

Natural- result from natural causes (weather conditions-floods, fires, hurricanes, etc.)

Human-caused by human mistakes and the unpredictability of employees or customers (dishonesty, carelessness, incompetence, accidents, illness, non-payment of accounts)

o In this case, the business risk would be economic as a result of the declining sales

There are many types of risks businesses face—political, financial, social, economic, legal, theft, safety, etc

There are many types of risks faced in the restaurant industry—alcohol, underage drinking, fire, burns, food poisoning, spills, broken glass, etc

It is important that businesses anticipate possible risks and create plans to deal with these risks

If possible, businesses should find ways to make certain that the risks are prevented before they occur

Determine the economic utilities created by business activities. Develop a project plan Recognize that incremental improvements are not always sufficient to address the

(fundamental) problems in a business Identify clear objectives for what the project will be about; improving the way the store

is operated from the customer’s perspective from the staff perspective, and from management perspectiv4e

Identify steps that will need to be taken to achieve the desired resultsDevelop a project plan Recognize that incremental improvements are not always sufficient to address the

(fundamental) problems in a business Identify clear objectives for what the project will be about; improving the way the store

is operated from the customer’s perspective from the staff perspective, and from management perspectiv4e

Identify steps that will need to be taken to achieve the desired results2 Develop and explain sales incentive programs2 Develop cultural sensitivity

Improving the cultural sensitivity of your workforce is crucial in today's multicultural environment. This will help prevent conflicts between your employees and make your company better adapted to dealing with clients from different cultures. You can build cultural awareness in your workforce through formal education classes and the informal recognition of other cultures at your company. Building an environment that encourages discussion and teamwork also. In view of massive outsourcing to other countries, especially India, improving the cultural sensitivity of the workforce in both countries is essential.Education - A key step to increasing cultural sensitivity at your company is building the cultural knowledge of your workforce. You should lead by example and see what you can learn online or through books. Encourage your employees to do the same. Consider holding training classes to teach your employees about the practices of other cultures. Frame these classes as a way for your staff to better understand how to deal with working in a multinational world and don't just focus on the cultures of your employees.Encourage Discussion - The earlier you address any cultural conflicts among your staff, the less damage that will be done to your productivity. Encourage your employees to come

to you if they are having any problems. If conflicts arise, make sure to be nonjudgmental and allow all employees to voice their concerns equally. If your employees know they can come to you with a problem, cultural issues will be addressed sooner. This will prevent employees from hiding conflicts that can grow into bigger problems.Celebrate Diversity - Anything you can do to celebrate the diversity of your workforce will help increase cultural acceptance. Make an effort to recognize the holidays of other cultures to show your workers their cultures are being recognized. This can be as simple as a company wide email or a notice in your company's news bulletin. Consider hosting a staff dinner with the theme of cultural awareness. Encourage your employees to bring a dish that represents their culture. Introducing your staff to the traditions of others will make them more sensitive to cultural differences.Strengthen Company's Teamwork - Cultural conflicts between your employees may be a manifestation of other problems. If your workers have a strong sense of teamwork and are driven to meet your company's goals, cultural conflicts should be minimized. Your employees will be too focused on getting their work done to dwell on cultural differences between each other. Building teamwork and a sense of company pride in your employees indirectly will reduce any cultural conflict.

2 Differentiate between ethics and social responsibility.2 Differentiate between warranties and guarantees3 Discuss actions employees can take to achieve the company’s desired results

Employees, whether they are wait staff, food preparers, or even shift managers, all have the responsibility on behalf of the restaurant of satisfying the customers needs (motives). It could be wrong to blame certain people, because the situation is changing (different types of clients), and therefore different types of behaviour on the parts of employees is called for. Right now, customers are getting upset, and presumably this will mean more employees will also be getting upset. Someone is going to have to take the initiative to get the employees, managers, and owners together to discuss how to handle the new situation. This is an opportunity for some employees to demonstrate both leadership and management skills. They have to realize that their success and enjoyment on the job depends on how successful the restaurant is, so they have to be prepared to contribute to helping the restaurant become more successfulA performance based pay linked to achievement of company goals and targets (i.e. sales, profits)The participant should demonstrate knowledge of the following:

an understanding of the target market and the selling process understand motivations behind customer decisions understand the overall goals of the company

2 Discuss the reserve capacity rating for a battery2 Distinguish between economic goods and services

An economic good is a physical object or service that has value to people and can be sold for a non-negative price in the marketplace Economic goods are tangible items such as products or materials that satisfy

consumer wants or needs Economic services are intangible and satisfy consumer wants or needs such as

haircuts, dry cleaning, or massages. Services cannot be owned or returned by someone as could be with a good. Services are delivered by a service provider who

is paid to do so by a consumer In the case of a food court, businesses provide both a good (the food) and a service

(the act of preparing and serving the food) to the consumerElements of the promotional mix are

Personal Selling Advertising Direct Marketing (i.e. direct mail) Sales Promotion Public Relations and Publicity

Students should propose a marketing campaign that includes effective and coordinated use of the elements of the marketing mix

2 Establish a relationship with a customer2 Evaluate safety issues needed to protect employees

Evaluate vendor performanceParticipant should address methods of determining success such as:

Sales Customer satisfaction Returning customers

Explain business ethics in product/service managementBusiness ethics that relate to product/service management focus on making customers aware of product information that can affect safety and health when the product is used. Some of the general areas that the participant should identify include:

product recalls allergy information labeling clear instructions on how to care for the good or service

Specifically, the participant could identify that labels for proper care of their garments should be included, as should labels identifying the materials used and country where the garment was manufactured

Product must work well Product must work as stated in advertisements and websites Information must be clearly written and easy to understand Company must deal with complaints responsibly. For example, if customers

complain about the larger font, they should be offered the free software and the money returned

The participant should identify some of the following criteria that buyers should be aware of when selecting suppliers to work with:

Production capabilities Past experiences Product quality Special buying arrangements Special services Pricing

Buyers should have clearly defined expectations and standards so that vendors are aware of what should be delivered

2 Explain business ethics in selling e.g. the salesperson must be truthful in its communications with his clients. Should he

then proffer that Grenadier may not be around to honour the gift certificates? Salesperson needs to follow company policy, but is it ethical to continue selling gift certificates when there is uncertainty they can be honoured?

Is the company adhering to correct business practices? Does the company have a Code of Business ethics? Have customers been informed of policy prior to purchase of a gift certificate Is the gift certificate policy posted in the store for customers to see Easier to keep customers than get new ones Honesty builds trust between customers and the company A company must ensure that none of their claims are fraudulent In this case: The company was ethical because both options were provided and free software was

provided for a year. Customers must expect the company to make a profit The company needs to research how many customers renew after the two year

subscription or were they angry enough to not renew4 Explain company selling policies

Layaway policy offered to customers Not common practice to extend layaway dates, policy is if date has passed,

merchandise is returned to the sales floor Store policy is if layaway merchandise is not picked up by the date, monies left on

deposit are put towards a store credit and not returned to the customer as cash. 2 Explain components of advertisements

Text, image and the organization of the elements Student should explain that advertisements should be appealing, clear and concise Different mediums of advertisements require different focuses Different mediums of advertisements are: print, radio, television, direct mail, internet

Explain consequences of unprofessional and/or unethical behavior in marketingExplain customer/client/business buying behaviorBuying behaviour deals with the reasons or motives customers have for their buying habits, such as where to eat and what to eat when they go there. Eating out is a choice, not a necessity and customers will have to prefer what one establishment is offering more than another. This could include the prices being charged, the quality and type of food offered, the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to issues like sponsoring local teams. Sometimes, customers may not even be able to explain why they choose one place over another other than the fact that they simply feel more comfortable thereParticipants may ask a number of the following questions to determine the buying behaviour of customers:

Who are the customers for electric versus non-electric vehicles? Create a profile of the customer buying process? How do the customer groups differ from one another? What, when and where do customers buy? How do customers rate the NISSAN on quality, service, and value? How satisfied is each customer segment?

What customer segments are not having their needs met? Is your customer base increasing or decreasing? Why?

The participant may discuss some/all of the following ideas: need of product/service availability of product/service cost/affordability evaluation of alternatives internal conditions ie. demographics, psychographics, personality etc.

6 Explain factors affecting pricing decisionsPricing depends on the objectives of price as it relates to the businesses profitability. The image of the business, supply and demand, the stage of the product life cycle, and the expense related to the product are all considerations. Four factors: costs/expenses; supply and demand; consumer perception; competitionPricing is a competitive tool – indicates quality to the consumer; is a function of supply and demand; position of the company in the market place; laws in place, break even point; economies of scaleParticipant should mention some of the above and how they affect the ability of the restaurant to offer specials on an on-going basis. They want to increase demand by increasing the number of patrons ordering before 5:00 pm, but cannot exceed capacityThe participant should recognize some or all of the following factors:

profit variable and fixed costs of the goods and/or services competition business law and ethics

2 Explain how a battery loses power and needs replacingExplain key factors in building a clientelePeople eating in a restaurant are making a choice. This is normally not a matter of necessity. Therefore, they will choose to eat at this restaurant if their needs are being met. Some of the more obvious reasons they would have are:

The food is good The prices are right They enjoy the ambiance and feel welcome They know the owners They respect and support the restaurant as a member of the community They want their children to be exposed to different dining situations They don’t feel like cooking themselves

If the restaurant owners and management want to rebuild their clientele, they must address these (and perhaps other) issuesStudents need to demonstrate an understanding of why customers will patronize a business; ie, what can the business do to continue attracting and keeping customers. It will not be enough to advertise to attract new customers, it is also necessary to satisfy them in order to keep them coming back frequently. Eating out is not a necessity. Consumers have a choice as to where to spend their money and they will generally do so in a place they enjoy.

The market (consumer attitudes) could be changing, and what has worked in the past is no longer popular.

The demographics (types of customers in the area) may be changing (aging?)

There will likely be new competitors that may be trying to copy your success Ensure every customer has a pleasant experience at the restaurant

Relate to creating brand loyalty by providing an excellent product with supreme service in an amazing atmosphere

Students could also be more specific and include examples of different types of events or promotions the restaurant could use. Just like retail stores change their window and interior displays, even a restaurant has different things they can do to give the customers a new look or feelThis case tries to deal more specifically with having the proper menu items.

Did the student explain and develop a defined plan for building and keeping customers?

Did the student address issues related to competition and competitive advantage?2 Explain routine safety precautions

The staff needs to do regular safety drills to practice safety procedures. These could include fire drills, first aid and how to handle a slip-and-fall accident

Quick access to restaurant emergency procedures should be available. This could include signs explaining procedures, an emergency manual available, a staff member with first aid training always in the building, and a manager present

Explain routine security precautions Most stores now incorporate magnetic tags and doorway sensors. Many also now

search their employees bags as they exit the store after a shift. The key here is that it must be done for all items, and for all employees. (This however won’t be effective when the manager who is checking is part of the theft problem.)

Regular rotating inventory checks will find specific areas with shrinking inventory. Security cameras are also an option In this case it would be wise to inform staff of the situation, that jobs have been lost

and that the specific staff who have been fired are not welcome in the store anymore. Hotel security departments usually use preventative tasks such as patrolling,

monitoring, and investigating in order to prevent problems Employees’ are properly screened to ensure that they are trustworthy

Guests are offered storage vaults or boxes to store valuables Adequate lighting is provided in the surrounding environs to ensure that guests and

their property are safe from intruders All staff should be trained in safety and security issues and to consider privacy of

information eg. What room a guest is in2 Explain the concept of Market and Market Identification

Market is the term which makes reference to your actual and potential customer base Market identification is the process of identifying existing or potential customers Market segmentation – target a specific group of potential customers – divide the total

market into smaller groups of people who share specific needs and characteristics Geographics – segmenting a market based on where people live – locally, regional Demographics- characteristics of a population – age, gender, income, ethnicity,

education and occupation Psychographics- study of consumer’s lifestyles and the attitudes / values that shape

it Product benefits- features built into products to suit the needs/wants of consumers

Niche Market (very high end users) and Micromarket (local and individual) are two additional means of segmenting the market

4 Explain the concept of marketing strategiesAn organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing planYour marketing strategy is an explanation of the goals you need to achieve with your marketing efforts. Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-handA marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goalA marketing strategy is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statementBottom line: think of the definition of marketing strategy as the high-level rules that direct your marketing activities. For example, if there’s a single influencer who touches all your customers and has a significant impact on the way those customers try to solve their problem... one of your strategies may be to focus on building a strong relationship with that influential individual or companyMarketing strategies are the chosen mix of short-term and long-term marketing activities coordinated to achieve the goals of the business. The strategies used vary depending on the stage of the product life cycle, nature of competition, and availability of resources to commit to marketing efforts. Examples of strategies include but are not limited to:

- Market Introduction Strategies – the primary goal of these strategies is to increase awareness of the product and entice potential customers to try it

- Market Growth Strategies – the primary goal of these strategies is to encourage continued use of the product and increase new sales

- Differentiation Strategies – the primary goal of these strategies is to emphasize competitive advantages over competitors to sway the potential customer in the company’s favour

Market Dominance Strategies – the primary goal of these strategies is to emphasize the organization’s leadership in the market and aggressively maintain that position

3 Explain the concept of product mixA product mix is a range of related products that when sold together yields larger sales. For

example, selling a chicken burger in a combo as opposed to individually A product mix is the full list of all products offered for sale by a company. In this case, the product mix will also include the service of catering. A product line is a group of goods/services in the product mix that have some kind of similarity. A product is the individual unit. The product mix can have both width (variety of products or product lines) and depth (the assortment of items offered within the product mix). Width – what are we offering? Do customers pick up the food or do we deliver? Will serving the food be done by the customers or do we provide staff? Depth – what food will be offered: current menu, additional items (party favours, napkins, cutlery). These decisions will also include the types of functions (dinners, parties, company meetings or picnics)All the different products a company sellsProduct line – group of related products – in this fast food restaurant – the burger line Depth – adding Tasty Pork is an example of product depthParticipant should identify Pork Tastyas product depth – and indicate whether or not it is consistent with the company image and other products in the lineLikely, participant will mention R&D requirements, surveys, branding, etc. – all factors to be considered when adding to product offeringsStudents would be expected to give a definition of product mix, and perhaps some related terms such as product line. A product mix is the full list of products offered or sale by a company while a product line is a group of similar products. There are certain economies of scale in keeping the number of items offered for sale to a minimum (McDonalds originally only sold 9 separate items), but today’s customers are more sophisticated and demanding. The addition of other product lines (healthier foods) would attract more customers (especially from their competitors)Product mix is a specific marketing term that is defined as all of the different products that a company makes or sells. This will include not only our food, but other items that will reflect on our image; for instance, customers that would be interested in low-fat foods might also be interested in using containers that didn’t harm the environment. This would include washable cups, plates and silverware along with recyclable products for take-out items. It would also be important to provide a mix of goods that reflects the preferences of consumerseExplain the concept of productivity.

4 Explain the employee’s role in expense controlParticipants’ should begin with an explanation of the importance of expense control as it relates to this case. Points may include:

If employees are trained on safety precautions and procedures and feel that they are supported with a safe work environment, there will be less personal injuries, more awareness of their surroundings and therefore less damage to inventory

Less injuries leads to less employee absenteeism and a salary expense that is reflective of a productive workforce

Less damage to inventory leads to controlled expense of damaged inventoryIt is the company’s job to train these employees, and it is the employees’ responsibility to use the skills and know-how to help control such expenses

2 Explain the function of a batteryExplain the nature and purpose of the product/service management function

Explain the nature and scope of purchasingThe purchasing function of a business ensures that all production materials or inventory items are available for use when needed. In this case, various chemical ingredients are vital to the business. Effective purchasing must be cost effective and efficient and take into account the quality of raw materials, where they are coming from, and what future costs are expected to be (will raw materials increase in price over time, will there be a shortage of raw materials due to external factors, etc). In this case, students are faced with the decision to pre-purchase a bulk quantity of an ingredient at a discounted price at a time when necessary funds may not be readily available (liquid). Purchases must stick to a budget communicate effectively with the accounting/finance department

purchasing function of a business ensures that all production materials or inventory items are available for use when needed

participant may discuss importance of finding vendors who will be reliable in delivering non-GMO goods consistently

3 Explain the nature and scope of the pricing functionPricing involves the value of money placed on a product or service. The function of pricing involves the strategies used to set prices of products, pricing computations such as discount and markups, and the overall relationship between pricing and the company’s profitability

Participants should be able to identify and explain factors affecting pricing in this situation. The participant’s answer may include (but is not limited to): overhead costs market value of goods (meats, vegetables, seasonal items, etc.)

Integral part of the 4 p’sDetermines ultimate success of restaurant and customer loyaltyMust cover costs, be competitive and offer a profit

Participant should some mention of the above information and how it relates to pricing of specials in this case. The discount price is likely a loss leader and must be managed if the restaurant is to be viable in the long run.

6 Explain the nature and scope of the product/service management functionProduct management includes developing a product plan, which includes defining goals and objectives, specifying tasks or how goals will be achieved, what resources are needed, and associating budgets and timelines for completion. It also includes implementing the plan along with careful controls to stay on the “critical path”, that is to ensure the plan is being managed according to plan. Product management usually follows major phases with various titles for these phases, including feasibility study, product planning, implementation, evaluation and support / maintenance

Service manager is responsible to make sales and maximize profit margins Respond to customer requests Provide customers with best service possible Determine products needed for customers Responsible to manage the other staff Report to the owner Decisions based on products, pricing, distribution and promotions

3 Explain the nature and scope of the selling process. 4 Explain the nature of a promotional plan

Detailed plan for delivering your promotional mix

identifies all the potential promotional activities in promotional mix, who will carry them out, the costs, etc

Calendar based, and is tied in to the buying plan (media, products, etc) It is coordinated with all the different aspects of promotion, with distribution and

inventory, staff being ready, store being set up properlyThe participant should recognize most or all of the following components of a promotional

plan: description of promotional methods associated costs and budget explanation of how promotions relate to objective measure of success; maximizing return on promotional efforts

An outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service. A promotional plan is usually considered a vital planning tool by most business managers that helps contribute toward the successful launch of a new product or service or its expansion into a new market

Promotion is one of the market mix elements or features, and a term used frequently in marketing. The marketing mix includes the four P's: price, product, promotion, and place.[1] Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. Promotion is also found in the specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, there are three basic objectives of promotion. These are:[3]

To present information to consumers as well as othersTo increase demandTo differentiate a product

There are different ways to promote a product in different areas of media. Promoters use internet advertisements, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts (i.e., coupons), free items, or a contest. This method is used to increase the sales of a given product

2 Explain the nature of channel-member relationshipsFor marketing channels to succeed in a competitive marketplace, independent organizations should combine resources to pursue common goals. Channel members often view each other as partners in delivering value to consumers. Channel member relationships can be strengthen by doing things that are mutually beneficial.

2 Explain the nature of channels of distributionA channel of distribution comprises a set of institutions which perform all of the activities utilised to move a product and its title from production to consumption Channel 1 contains two stages between producer and consumer AAA has a large set of

client companies which provide roadside assistance to the client members of the club Channel 2 contains one intermediary. In consumer markets, this is the retailer towing

company, and service business They sell their services and expertise to the AAA

clients Channel 3 is called a "direct-marketing" channel, since it has no intermediary levels.

In this case the manufacturer sells directly to customers. An example of a direct marketing channel would be a towing and auto service companies selling directly to the customer

2 Explain the nature of effective communicationStudent answers can be vary however they should indicate that communication is effective when it is clear, easy to understand and consistent. Communication is also effective if it is well matched to the target market or target audience of the particular product or message – it should “speak to” the target audience in a clear and interesting manner. Effective communication should also include consistency between communication methods. Communication is the process of exchanging messages between a sender and a receiver Effective communicators need to understand channels of communication and media,

effective listening skills, barriers to communication, and non-verbal cues. In addition, one must be prepared to read for meaning, speak properly, and write effectively

Channels (or media) are the avenues through which a message can be delivered. The choice of medium depends on the nature and importance of the message

Effective listening allows a person to identify the purpose of the speaker, give feedback, and evaluate the speaker’s message

Communication may be impeded by a number of barriers, including physical such as distance and position from the speaker, and verbal as in using vague or unclear language

Lastly, a person’s non-verbal cues—such as his or her tone of voice, emphasis, and body language—are critical because they often communicate as much as the speaker’s actual words

6 Explain the nature of effective verbal communicationStudent answers can be vary however they should indicate that communication is effective when it is clear, easy to understand and consistent. Communication is also effective if it is well matched to the target market or target audience of the particular product or message – it should “speak to” the target audience in a clear and interesting manner. Effective communication should also include consistency between communication methods. Communication is the process of exchanging messages between a sender and a receiver Effective communicators need to understand channels of communication and media,

effective listening skills, barriers to communication, and non-verbal cues. In addition, one must be prepared to read for meaning, speak properly, and write effectively

Channels (or media) are the avenues through which a message can be delivered. The choice of medium depends on the nature and importance of the message

Effective listening allows a person to identify the purpose of the speaker, give feedback, and evaluate the speaker’s message

Communication may be impeded by a number of barriers, including physical such as distance and position from the speaker, and verbal as in using vague or unclear language

Lastly, a person’s non-verbal cues—such as his or her tone of voice, emphasis, and body language—are critical because they often communicate as much as the speaker’s actual wordsExplain the nature of marketing and market identification.

Explain the nature of operations Operations generate recurring business income Delivery of goods at a low cost to ensure profits Converts or transforms resources into goods and services Includes: inventory management, quality control, production scheduling, facility

location, facility layout In one case—accepting the orders, placing order to manufacturing in China, receiving

shipment, checking shipment, mailing orders to individual customers, accepting payment

Problem—small inventory, customers must wait a long time for shipment, complaints have occurred

The participant should recognize some of the following characteristics of operations: identify the job/task identify the resources or data required to carry out the job/task impact of job/task on customer satisfaction/experience

Explain the nature of overhead/operating costs Fixed costs that are “sunk costs”, i.e. already spent and not material in decision

making Arbitrarily assigned on a per unit basis for accounting reasons Will decrease on a per unit basis as unit produced increases; this will have no real

impact on business Explain the difference between fixed and variable costs Fixed costs do not fluctuate due to the number of items sold Variable costs fluctuate depending on the total number of items soldOverhead costs and operating costs deal with different types of company expensesOverhead costs generally relate to expenses necessary for the functioning of the business but which do not help to directly generate profits. Typical of these would be rent, gas/electricity, indirect wages). Examples of rising overhead costs would be for the installation of security cameras or more expensive cash registers that would reduce employee errorsOperating costs are the recurring expenses which are related to the production and sales of a business, and therefore directly related to profits. These include direct wages, advertising, and food preparation, such as our food preparers using too much of the inventory to make our menu items. If too much food is put on a plate, or too much food is wasted in making the food, our operating costs will rise compared to sales. Since all costs will eventually reduce the amount of profit a business has, any expenses the business has related to inventory control systems and shrinkage are importantIdeally, the money spent to install and implement these systems would more than make up for the amount of shrinkage a company faces, but it still has an impact on the efficiency of a business when one includes the additional time necessary to monitor and administer these procedures. Overhead and Operating costs combine to add up to the costs of operating the

business These costs can either be fixed (overhead) or variable (operating) Overhead costs (fixed) must be paid regardless of the level of production or sales

o costs that remain the same for a period of time (insurance, rent, hydro,

water, heat, wages, taxes) Operating costs (variable) are dependent on the business’ level of production or

saleso can change monthly depending on the needs of the business (advertising,

office supplies, utilities, packaging, labour salaries)8 Explain the nature of positive customer/client relations

Customers are the basics of a financial institutions and most other businesses. You want to keep them happy

As a bank teller in the bank, you may be the only person the customer speaks to that day regarding their money – be nice. The human contact is often important for customers, otherwise they would use the ATM or internet

Bank tellers have access to a lot of personal information, be discreet and keep customer confidenceA positive experience will keep the customer returning and using the products and services within that bank

“the customer is always right” Meet the needs of customer 100% of the time Customer service is an critical part of any restaurant business Restaurants must foster this through positive relationships with customers It is important to have trained the employees well to deal with customer complaints

and any dealings they may have with customers Happy customers return to the restaurant, unhappy ones do not and then complain to

their friends about the treatment they received Restaurants which have good customer service have more returning customers and

are more profitable Explain that COMPUTER CORP is a valued customer and that they need to be

convinced to continue eating at JAXSON’S Explain to the owner as well that the restaurant also values the customers with

children As a team, the restaurant needs to satisfy both types of customers but not at the

expense of the other customers It is essential for a business to have good relations with their customers Customers must believe that you are there for their needs and wants and that they

are important to you and your business One way to manage these relationships is to ask customers for information or

customer feedback in order to one maintain the relationship and two be able to improve upon it

A strong connection will cause the customer to return to your business and possibly bring their friends as well

Employees must put themselves in the customers shoes and recognize that if they treat a customer the way they would like to be treated, they would likely return

Positive customer relations lead to increased revenues,One way to manage these relationships is to ask customers for information or customer feedback in order to one maintain the relationship and two be able to improve upon it. It is important for the customer to feel like they are wanted at your business.

2 Explain the nature of product/service brandingIn an ever-competitive world, branding is one way of helping you increase sales and at the same time protect and extend the uniqueness of your service or product. Your uniqueness is the very reason why it’s important to develop your brand, and your brand is not your logoYour brand helps customers and prospects, understand and remember what’s unique about you. It tells your story and helps attract new customers and keep the ones you already have. Your brand is the definition that identifies your business, and makes specific promises: Walmart’s brand is about saving money (Save Money, Live Better). Mazda’s brand is about having fun while driving (Zoom-zoom)Branding is just as important for small business as for large ones. For example, there are hundreds of coffee shops in Vancouver, several per block in some neighbourhoods. Why do some thrive while others fail? Is the coffee better? Is the atmosphere friendlier? Is the service faster? Is the price lower? Is one the go-to location for business meetings, where another is the neighbourhood hang-out? A good brand speaks clearly to its audience about the nature of the product or service, and the people behind itA well-branded business knows the one or two things it’s best at, and uses those to create a brand message. A good brand:

delivers its message clearly confirms the credibility of the message connects to its audience emotionally motivates the buyer reinforces loyalty

A brand isn’t “different for the sake of being different.” A strong brand is clearly differentiated by its own unique story

2 Explain the nature of sales forecasts Participant should outline that sales forecasts are an estimate of probable future sales of

products in units and dollars Answer may include: A total estimate of a market is calculation. Competitor sales are

analyzed. Forecasts include individual estimates for the various products. This portion is the company’s market share

Sales targets (monthly, quarterly, semi-annual, annual) are measured as a performance standard

Sales forecasts should be revisited and revised on an ongoing basis (i.e. monthly)a) How will they manage sales orders?b) Develop training strategies for maintaining customer satisfaction.c) Determine when to schedule launch of products

2 Explain the nature of sales management Underlying goal of any business is to increase profits By weight the costs and benefits, it is in the best interest of the hotel to pursue the option that can guarantee the greatest profitsSales management includes taking into consideration the long term benefits as well (i.e. if this is an annual dog show and it is a success, the hotel can increase their occupancy during downtimes on an annual basis)

Explain the need for ongoing education as a workerOne of the key components of human resource management is providing training and

education for employees. Education is important on an ongoing basis for many reasons, including: Ensuring employees are continuously aware of any changes in the industry or in their

customer base which may affect their business Informing and training employees on any changes in process or procedure within the

workplace Communicating relevant laws, rules, and regulations to employees Ensuring employees have completed all mandatory training such as food safety, etc Providing employees an opportunity to continuously improve on how they do their job Ensuring employees are equipped to provide the highest levels of customer service

The participant may also provide some specific examples of ongoing education that may be conducted for employees of the restaurantExplain the need for professional and ethical standards in marketing

The participant should identify what ethical and professional behaviour is and why this type of behaviour and standards are needed in marketing. Companies are encouraged to set standards for their employees to follow when marketing their products. Marketers have a responsibility for ethical behaviour as it relates to advertising and sales Marketers should avoid false or misleading advertising for products or services Marketers should not pressure or mislead consumers with their sales tactics or

promotionsWithout professional and ethical standards, companies may be tempted to engage in deceptive marketing practices. Deceptive practices include, misrepresentation, omission, or misleading practice. Consumers may also encounter deceptive pricing practices or false comparative information. All of these practices may lead the consumer to be unhappy and ultimately stop relying on marketing information from companies. This will make it more difficult for all companies to sell their products

3 Explain the principles of supply and demandSupply and demand determine the prices and quantities of goods and services produced. Supply is the amount of goods and services producers are willing to make and sellDemand is the willingness and ability of consumers to buy goods and services. The law of supply states that price and quantity supplied move in the same direction

(a direct relationship) As price increases, the amount of goods and services supplied increases. The law of

demand states that as price increases, the amount desired by consumers will decrease (an inverse relationship)

When the amount of a product/service being supplied equals the amount being demanded, equilibrium exists in the marketplace at that price.

A surplus exists when there is more supply than demand, leading to lower prices A shortage exists when there is more demand than supply, leading to higher prices

2 Explain the process of determining customer needs2 Explain the receiving process. 2 Explain the relationship between customer service and channel management

Channel management is a term that refers to the way that a business or supplier of products uses various marketing techniques and sales strategies to reach the widest possible customer base. The channels are all of the various outlets by which the product is marketed and sold to customers. When done properly, channel management

motivates those channels to sell the product and ultimately develops a better relationship between customer and product. This is achieved by identifying the goals for each distinctive channel and then implementing various marketing strategies to make sure that those goals are attained, all while staying consistent to the overall brand of the businessThe world of marketing has become much more complicated as technological advances have taken hold. No longer can a business rely simply on good customer relations or word of mouth to maintain or improve revenue. Possibilities for marketing a product or service grow seemingly each day, and keeping track of all of these disparate marketing avenues is not an easy chore. That is why the concept of channel management has become so prevalent in marketing

2 Explain the relationship between customer service and distributionThe better a company is at distribution, usually the better the customer service and satisfaction becomes.  When distribution works well, consumers are not really aware of its importance, but it is the opposite when distribution doesn't work well.  Dissatisfied customers results from poor distribution.  Supply and demand and economic utility are big elements of distribution.  The most important parts of economic utility to satisfy customers are time and place utility.  Distribution has a good relationship with the consumer when the consumer can locate and purchase the products and services easily.

Explain the responsibility of individuals to apply ethical standards in marketing. Explain the role of business ethics in pricing

2 Explain the role of business in society Businesses provide employment opportunities for people in society. These people

become trained, skilled workers through their work experience thereby increasing their work capacity and potential to contribute to the business and the economy. As workers develop, they are paid reflective of their skills, experience, and contributions

Some of the compensation earned by working is spent on consumables purchased from other businesses. This revenue generation allows the businesses to continue to afford to employ more people

The government taxes business income, personal income, and purchases. This money is then reinvested into programs such as health care, education, and infrastructure for the maintenance and betterment of our standard of living

Businesses also have a responsibility to the environment and sustainable practices such that future generations’ quality of life and standard of living aren’t compromised for today’s society

Provide employment to people and therefore compensation and a means of achieving a standard of living

Contribute to the improvement of society through the development of inventions and innovations

Offer essential services to people via public sector businesses Offer luxury services and allow for the consumption of entertainment, the arts, sports,

etc6 Explain the role of customer service as a component of selling relationships

Selling relies on repeat business – customer service drives repeat businessIntegral to successful selling is good customer contact. Service extras are what the customer will remember and cause him/her to return

Product knowledge is part of customer serviceParticipant should mention specifics of customer service as it applies to The Shed – product knowledge, speed of service, acknowledging customer concerns. In this case, acknowledge should be made of the fact that the server was likely at fault and that the table in question could have been offered the discount, or some other incentive to return to the restaurant. Ensuring customer satisfaction must be the goal.

9 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public

relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s

products are valuable Goals of promotion = AIDA – first attract Attention, then build Interest and Desire

and finally ask for Action Promotion used to convince prospects to select ABC services instead of the

competition Promotional activities explain the major features and benefits of the product/service,

identify where it is sold, advertise sales, answer customer questions and introduce new offerings

Product promotion helps companies to foster good relations with existing customers and creates loyalty

Explain the role of situation analysis in the marketing planning process SWOT analysis: measure of Strengths, weaknesses, opportunities and threats SWOT analysis should distinguish between where your organization is today, and

where it could be in the future Once key issues have been identified with your SWOT analysis, they feed into

marketing objectives Study of the internal and external factors that affect marketing strategy SWOT Examination of the overall market – opportunities and threats, competition

Participant could perform SWOT analysis and determine that the opportunity is ripe for a new product launch – this is the expectation of the owner

7 Explain the selling process Basic selling process: identify need/want, find information on alternatives, evaluate

alternatives, purchase, evaluate post-purchase satisfaction Many customers need help in determining the correct products to solve their problems

Store personnel have the opportunity to up-sell and cross-sell other products while the customer is there

4 Explain the types of advertising media Mail Print Advertising – Newspapers, Magazines, Brochures, Fliers

Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events Broadcast advertising – Television, Radio and the Internet Covert Advertising – Advertising in Movies Celebrity Advertising

10 Explain the types of promotionPromotion itself has its own elements called the promotional mix, namely, advertising, sales promotion, public relations, and personal selling Emphasize the perceive value offered to customers. Customers more likely to believe prices are fair if they perceive value in the product

Advertising Personal Selling Sales Promotion Public Relations

3 Explain the use of technology in the pricing function spreadsheets can be used to show different options to the customer easily (i.e. price

differences in meals, rentals, etc.) accessibility to the internet for current market values, use it as a research tool

2 Facilitate customer buying decisionsFollow safety precautions

Were the students’ recommendations in the interest of safety? Did their suggestions align with modern safety procedures The manager needs to make certain that all employees are aware of the safety

procedures and practices these procedures New employees need to be trained as part of their orientation After an incident, the staff needs to review the incident to see what can be learned

for the next time If employees do not follow these safety precautions or do not take them seriously,

the manager should discipline them As always, the manager must lead by example

4 Foster Positive RelationshipsAnswers will vary and should include methods of creating good working relationships among all employees of an organization

Answers may also include benefits to the organization of positive working relationships.

Ensure that employees keep personal problems with other co-workers out of work time so that job performance and customer service is the main focus

Ensure that employees are happy and courteous to fellow employees even if they did not have a good day. A negative attitude sets everyone off in a bad way

Make work fun – arrange social events for employees to establish a more personal relationship, not just working relationship (i.e. team sports, get togethers, drinks after work, etc.)- create a bond between workerso Establish team member roles and responsibilitieso Determine a common goal and strategies to achieve ito Lay out employee expectationso Weekly meetings

o Strategically match workers by skill, experience, education, interests, etco Open communication – allow employees to approach leader about any issues

they are experiencingo Have fun – plan a social so members can bond on a more personal level and

not just business (i.e. drinks after work, lunch with the team, etc) The company needs to celebrate the success of the new schedule Organize a company picnic or other social event for all of the families that recognizes

that the entire family, not just the employees, has had to make adjustments because of the changes

Perhaps 5% of the 23% cost savings could be passed on to the employeesThere are several characteristics that make up good, healthy working relationships:

Trust – This is the foundation of every good relationship. When you trust your team and colleagues, you form a powerful bond that helps you work and communicate more effectively. If you trust the people you work with, you can be open and honest in your thoughts and actions, and you don't have to waste time and energy "watching your back."

Mutual Respect – When you respect the people that you work with, you value their input and ideas, and they value yours. Working together, you can develop solutions based on your collective insight, wisdom and creativity

Mindfulness – This means taking responsibility for your words and actions. Those who are mindful are careful and attend to what they say, and they don't let their own negative emotions impact the people around them

Welcoming Diversity – People with good relationships not only accept diverse people and opinions, but they welcome them. For instance, when your friends and colleagues offer different opinions from yours, you take the time to consider what they have to say, and factor their insights into your decision-making

Open Communication – We communicate all day, whether we're sending emails and IMs, or meeting face-to-face. The better and more effectively you communicate with those around you, the richer your relationships will be. All good relationships depend on open, honest communication

4 Handle customer/client complaintsSimilar to handling difficult customers – remain calm Follow a step by step process Listen to the complaint Apologize for customer feeling this way Try to explain why this situation may have occurred, If possible rectify it, or call

someone more superior (manager) who can Acknowledge the frustration and disappointment that the customer must be

experiencing Admit that this was a human error on behalf of the staff and that errors do happen and

you will do everything you can to locate another watch for the customer2 Handle telephone calls in a businesslike manner

Callers should be greeted with a salutation (i.e. good morning, good afternoon, good evening) followed by the company name and employee name

This projects professionalism not only to the customer on the phone, but also the customers in the store who may be around the sales associate

Adding the employee name demonstrates confidence and accountability for the conversation about to take place

Project mannerisms and tone that reflect your pride in your job Smiles are “heard” over the phone Enthusiasm to help customers demonstrates your enjoyment in working for the

companyKnow about products and services offered by the company and share that information if applicable. Make suggestions of other things you can do to help the customerThank the customer for calling; confirm customer satisfaction; allow the customer to disconnect firstIdentify communication channels used in sales promotionMarketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands that they sellTraditional methods can be covered (print, television, radio) as the target market is an older audience who may/may not use social media (the target are those who are purchasing the gift cards, not the graduates themselves)Communication channels used in promotion may include: Print media – newspapers, magazines, direct mail Broadcast media – radio, television Display media – billboards, signs, posters Electronic media – internet, mobile web Social media – Facebook, Twitter, Instagram, etc.

The participant should demonstrate an understanding of the target market and select the appropriate promotional medium (i.e. print, broadcast, etc.)

2 Identify desirable personality traits important to businessStudents may cite the “7 habits of highly effective people” (Independence – proactive, begin with end in mind, putting first things first, Interdependence – think win-win, seek first to understand then to be understood, synergize, continuous improvement – Sharpen the saw) or they may simply discuss desirable traits such as: confidence, flexibility, motivation, enthusiasm, creativity, intelligence, emotional intelligence, etc

Identify elements of promotional mixAdvertising

Newspaper, television ads Billboards and in-store displays

Personal Selling Samples In-store face-to-face advertising Tele-marketing

Sales Promotion Coupons, Sweepstakes/contest (Enter to win with purchase…) and Rebates

Publicity/Public Relations Holding a charity event on behalf of the store/new department Host competition Host community event (Barbecue, Bake Sale etc.)

Identify factors affecting a business’s profitProfit is the monetary return a business` owner receives for taking the risk of investing

in the business. Profit equals income less expenses. There are two types of profit: gross – the money left over after the cost of goods is subtracted from sales, and net – the money left over after the operating expenses are subtracted from the gross profitFactors that affect profit include: the demand for the good/service, expenses, prices, the economy, and chance. To increase profit, a business can increase worker efficiency, increase sales or decrease expenses Revenues: number sold * sales price per ruler Expenses: Fixed costs + (variable costs * number produced) 4 P’s of marketing – Product; Price; Place; Promotion 4 C’s of marketing – Consumer wants/needs; Cost to satisfy; convenience to buy;

Communication The amount of sales The cost of the merchandise Price merchandise is being sold for Amount of overhead Cost of sales Competition Success of an advertising campaign Merchandise that is being sold Ability of the sales staff Ability of staff to close sales and to add on sales once an initial sale has been closed Revenues: rentals Expenses: advertising, salary, rent, utilities expenses

Identify information monitored for marketing decision-makingTarget and segment markets for a new endeavor need to be explored thoroughly. It is possible to identify the type of customer that would be more likely to eat in each of the two styles of restaurant. The majority of the information required would involve determining the demographics and psychographics of the potential customers in each city. Demographics are the finite or definitive characteristics of a group of people in an area and would include a combination of age groups, incomes, education, occupation, type of dwelling, living downtown or in suburban areas, size of the family, etc. Psychographics deals with is their attitudes and interests

The company would also have to determine the competition already in each market to determine if there are enough customers to support an additional restaurant how often customer frequents establishment revenue per customer area that customers come from demographic characteristics revenue per customer

3 Identify issues and trends in retailing. 3 Identify product opportunities

Need to identify appropriate target markets and further develop their individual needs and wants. This would be preferable to simply advertising a general service. Many of the answers will be based on the specific location and demographics we deal with. Requires market research, market segmentation, product research etc

9 Identify product’s/service’s competitive advantage

An advantage that a firm has over its competitors; allowing it to generate greater sales or margins and/or retain more customers than its competition. There can be many types of competitive advantages including the firm's cost structure, product offerings, distribution network and customer supportCompetitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition. It is the reason behind brand loyalty and why you prefer one product or service over another. There are three different types of competitive advantages that companies can actually use. They are cost, product/service differentiation, and niche strategiesCost is not going to change in terms of the service provided, except that for the customer it provides convenience in still being able to get to work easily, To add product service differentiation, providing transportation to work would be an added value for the customer. Being the only service centre close to the place of employment of so many people is a niche strategy and making special offers to these customers will create a brand loyaltyWith the advent of product differentiation and niche and direct marketing, that reality has changed, and now there are niche markets in which both individual and wholesale buyers are looking for products with very specific characteristics or special services. These characteristics often use strategies that don’t focus on costs and volumes exclusively; rather the product or service may be of premium quality, be differentiated from other products and services available in the market (such as organic, natural, or humane production), or have a value-added component (i.e. flavored meats, pre-washed salad mixes, etc.)Identify quality-control measuresA business builds a loyal clientele and many people in other cities would be aware of their name and image. Customers will have an idea of what to expect when they go to any location with the same name, and therefore, it is very important that the quality, presentation, product is carefully duplicatedIt should be relatively easy to use the same suppliers for all locations. The bigger and more flexible issue will involve consistent presentation. In the case of a restaurant each cook usually develops their own particular “touch” with the food they are preparing, and extensive training or rigid guidelines will have to be in place to ensure consistent quality among locations. This will even involve the presentation and serving of food to the customersThe Head Office should also consider having area supervisors who would travel from location to location to ensure the consistency was being maintained.

3 Identify reasons for changes occurring in retailing2 Identify routine activities for maintaining business facilities and equipment

Better organization of merchandise for the customers to purchase Assigning responsibility for cleaning and restocking merchandise areas Management supervision to ensure ongoing maintenance of area Asking for customer feedback on service levels provided

The student should be addressing the customer service needs and desires. If their wait is going to be long, they either need to get to the stores or have a good experience in the waiting room. Maintaining the customers in the service area will be much easier for the staff, and the business.

2 Identify the chemical reaction that produces electrical energy in a battery4 Identify the elements of the promotional mix

The combination of personal selling, advertising, sales promotion, direct marketing and public relations make up the promotional mix. Each plays a vital role in promoting businesses and their productsReference:

o Personal Selling – Personal selling requires that a company employ sales representatives who generate and maintain direct contact with prospects and customers. It is one of the costliest forms of promotion. Direct contact can take the form of personal meetings, telemarketing, email contact and correspondence

o Advertising – is a form of nonpersonal promotion. Companies pay to promote ideas, goods or services in a variety of media outlets. Advertising can be found everywhere from magazines, newspapers, televisions and web sites to gymnasiums and city buses. With advertising a company engages in one-way communication to the prospect or customer

o Sales promotion – represents all marketing activities – other than personal selling, advertising and public relations that are used to stimulate purchasing and sales. The objectives of sales promotions are to increase sales, inform potential customers about new products and create a positive business or corporate image

o Direct marketing – advertising directed to a target group of prospects and customers rather than to a mass audience. The two forms of direct marketing are printed direct mail, which is information sent via regular mail to home or business and electronic direct mail. The goals of direct marketing are to generate sales or leads for sales representatives to pursue. Generally direct marketing generates a response from the targeted customer i.e. special offer coupon. Direct marketing gives recipients an incentive to respond

o Public Relations and PublicityPublic Relations (PR) – activities enable an organization to influence a target audience. Often public relations campaigns try to create a favourable image for a company, its products, or its policies. However, companies can rely on public relations strategies and techniques for many reasons. One of the goals of a public relations program is to cultivate media relations with reporters who cover a specific industryOne of the most important media tools is the news release. A news release is an announcement that is sent to the appropriate media outletsPublicity involves bringing news or newsworthy information about an organization to the public’s attention. This process is known as placement. The main function of publicity is to develop a positive perception or awareness of the organization in the marketplace. The right kind of publicity can create and maintain a company’s image; negative publicity can devastate it. People like to do business with respectable companies. Placement of publicity is free. A news story on the evening news is free while advertising can cost thousands of dollars. News reporters are usually viewed as more objective than advertisers. The disadvantage is that you cannot control the content of publicity

2 Identify the impact of product life cycles on marketing decisions Increase marketing at the Introduction Stage of the product life cycle Growth stage of product life cycle, increase advertising Maturity stage of product life cycle, maximize marketing campaign

Reduce marketing at the decline stage of the product life cycleFive stages of the PLC – Introduction, Growth, Acceptance (maturity), Decline and Decision Point

PLC explains the different stages of customer acceptance of an item Introduction – birth of a new product, very expensive stage as dollars are being

poured into developing the new product. Early adopters are the consumers who will purchase the goods so marketing should be focused on these trendsetting consumers. Advertising in magazines are through popular media outlets (celebrities) are also useful for engaging the early adopter

Growth - Customer acceptance is limited at this stage as the item is new – the item is available on a small scale – retailers purchase small amounts and watch to see how they are received by the customers. Marketing decisions are crucial at this stage – advertising should be at its height because the product still needs to catch on. Word of mouth advertising is also important here. Do not want the product to be removed early (BUST)

Maturity – sales increase slowly at this stage. Advertising here is based on the reputation of the product that has lasted so long

Decline – marketing here may be based on a change in price, packaging/design, or the campaign

Decision Point – it is at this point where marketers may elect to completely repackage or rebrand the product in attempt to create a new buzz

Students will present various ideas that will fit within this framework. Students should recognize that marketers need to be mindful of their customers and

their progressing acceptance of the goods they offer. Various promotional strategies should be utilized in order to keep customers interested in purchasing books

may also discuss fads, niches, or seasonality in looking at how to respond to sales opportunitiesParticipant should identify the stages of life cycle and that Tasty Burger’s new product offering is at the development stage and requires the associated promotion and attentionThe student could indicate the necessity of market research to determine target market, effects of this new product on the current offerings, price, etc.Identify the key loss prevention methods used by retailers to reduce shrinkage

2 Identify the safety issues for handling and storing batteriesIdentify the various types of business riskIdentify ways that technology impacts business

Computer software and hardware provide a manager with the means for capturing, storing, and analyzing information regarding the operations of the businessBetter technology makes the job of managing easier because it improves the accuracy, timeliness, and usefulness of the information producedExample: computer scanning of UPC codes when receiving eliminates errors made in identifying part numbers, which is an important factor in managing inventoryExample: linking the sales processing and invoicing system to the inventory management system also improves accuracy and reduces loss.The legal field has expanded due to the impact technology as had on society. Today technology is a term referred to daily in every business. It may be relating to ticket sales in the entertainment business or on-line shoe sales in retail. It may be related to a new

phone system being installed or new data entry software. There is no end to the impact technology has on communication, productivity and the overall nature of today’s business culture. With this new powerful innovative tool, come concerns and cautions that create a need for counsel in terms of confidentiality, on-line security, trademark and copyright protection, cross- culture issues, and more. Technology has also created concerns for ethics, but the benefits from profits and savings in productivity outweighs these concerns and commerce demands that technology keep rolling in a fast and aggressive manner

Can make it more effective and efficient Easy to organize information and keep track of it Can reduce costs for organization (automated payroll, bookkeeping etc.) Can create a secure environment to maintain sensitive business or consumer

information Can improve company communication processes within organization and with

customers6 Interpret business policies to customers/clients

Employees should be well trained on the policy. Provide many examples of how the policy can be interpreted

After this situation has been handled, it should be used as an example for employees for future reference

Phone and explain clearly that the restaurant is sorry that COMPUTER CORP’s visit was unsatisfactory

Explain the new changes Book a new reservation

Interpreting business policies typically involves explaining company procedures, often written in bureaucratic language, to customers who are already irritated and upset. By acknowledging their frustration and using plain and ordinary language to describe what's required from the customer to proceed, customer service representatives can diffuse a tense situation, maximize the opportunity to conduct a successful transaction and provide pointers to other information, such as brochures, website links and other phone numbers for help and supportBack up the business policy by describing how it helps streamline business transactions that actually help customers in the long run. Provide details about why changes to previous policies make the current policy more advantageous in terms of long-term gains. Cite any laws, studies conducted, customer feedback obtained or conventional business practices that reinforce the implementation of the business practiceInvolve customers in the interpretation of any business policy. Ask for candid feedback about how the rules impact their business. For example, record input with online surveys using free software applications such as Qualtrics, Zoomerang or SurveyMonkey. Publish your findings so that customers can see that you have taken their feedback seriously and intend to act on their suggestionsPropose an implementation date that allows the customer time to adjust to your new policy and enforcement of a current policy. Ensuring customer satisfaction involves validating that new mechanisms meet the needs of existing customers and future customers alike.

4 Investigate the use of visual merchandising More professional-looking signage Evaluate shelving and other fixtures used in the store for replacement

Explore best practices from established leaders such as Canadian Tire, UAP/NAPA3 Maintain an inventory of supplies

Accurate inventory count is (ultimately) a customer satisfaction issue Managing inventory is essential to profitability: need to balance customer needs

with the cost of maintaining inventory5 Make oral presentations

Is the student speaking professionally and communicating clearly Are the indicators flowing into each other smoothly Is the student speaking directly or are they reading from their notes

2 Monitor internal records for business information Information is the foundation of control The emails and phone calls should be monitored. The results should be communicated

to the employees that are not adhering to the policy and their managers. Employees that are not following the policy should be disciplined. This would entail being warned verbally once, written up at the second offense, suspended without pay at the third and fired at the fourth offense. This process may vary based on how the employees deal with these steps

Employees that adhere to the new policy should be acknowledged This is a company that makes money by dealing with secure credit card information.

All of the internal records (beyond emails and phone calls) should be monitored on a continual basis

Proper inventory control is necessary to prevent loss Inventory is an asset of the business that needs to be protected Internal records provide the history of the business which helps to predict and plan for

the futureOrient new employeesWhen new employees are hired, it is important they complete an orientation process. This is used to introduce them to the business’s culture, brand and ways of working. It is also an opportunity for the business to communicate its expectations based on accountabilities, customer service, quality, etc. Orientation also involves training new employees on how to do their jobsThe participant may discuss the role of the assistant manager in training new employees. They may also point some specific aspects of new employee orientation that will be important, such as: Giving new employees a tour Providing new employees with an opportunity to shadow other employees doing the

same job Providing new employees with training on any equipment they are required to operate

including POS systems, computer-based systems for entering customer orders and making table reservations, etc

The participant may also provide additional examples of what will be included in new employee orientation at this restaurant Once a candidate is selected, the most basic part of training is employee orientation

through which employees get acquainted with company policies and programs, personnel with whom they will interact, and the nature of the job

This probationary period can last between 2-4 weeks

Mentors may be assigned within a relevant department to assist the new employee through this process

2 Overcome customer objections2 Participate as a team member2 Plan reductions (eg, anticipated markdowns, employee/other discounts, stock

shortages) Pricing strategies including flexibility and discrimination Suggested retail price Cash payment discounts Seasonal pricing Volume purchases - promotions Marketing campaigns and strategies

2 Process returned/damaged product2 Process returns/exchanges

How returns and exchanges are processed currently, and what changes should/ could be implemented needs to be addressed. The current process gives the customer a return shipping label automatically and without question. The problems with this are inherent and obvious in the ease this gives the customer in fraudulently ordering items just to reach the $25 limit. However changes have to help to limit the irritation level for the customer without losing the customer altogether. What records are kept on which, or how many, customers are returning partial orders regularly? Is it widespread, or select few customers? Do we have stats on how many customers in total, or on specific customers who are repeat offenders?

Provide legitimate responses to inquiries Emails need to be responded to in a timely fashion—some of the emails might be

about an emergency situation All emails should be looked at three times a day—this is a priority for the business Perhaps a new person needs to be hired A plumber may need to be called for explanations about the content of the email. If

the office assistant cannot answer the email accurately, he/she should have access to a plumber to ask for help

Responses to emails must be done accurately and quickly3 Recognize personal biases and stereotypes

A bias is defined as prejudice in favour or against one thing, person, or group compared to another

A stereotype is defined as a widely held but fixed and oversimplified idea of a person or thing

Everyone views the world and makes decisions based on their lens of personal biases and stereotypes

Awareness of personal biases and stereotypes, and those held by international clients for or against you, can make international business interactions and transactions more comprehensive

2 Recommend a specific product2 Reconcile shipping/receiving discrepancies

4 Reinforce service orientation through communication

Service orientation refers to a focus on service. In communication, service orientation can be maintained by demonstrating emphasis on customer service in all communication. Similar to handling difficult customers, communication with a service orientation should demonstrate empathy and a focus on finding solutions that will satisfy the needs of the customer

staff to be trained in proper customer service techniques, including greeting customers, asking to assist them, wishing them a good day when leaving, etc

customer service training, tips and messages to take place on on-going basis in staff meetings, employee newsletters, employee bulletin boards

training to include role plays of customer service situations thanking customer to be part of role plays concluding transactions at cash employees must make it clear to customers that we want to help them; the whole

experience in our store must be positive open communication from customer – employees – management (full circle) customers can be given opportunity to fill out comment cards/on-line surveys,

perhaps with chance to win something/discountsemployees also be given chance to fill out feedback forms, surveys, suggestions

2 Treat others fairly at work2 Use appropriate assertiveness

To be able to handle conflicts the proper way you must be assertive. Assertiveness is when you make your feelings known and make changes that will reduce your stress without making you feel guilty. When you are assertive you reduce the anxiety in conflict situations. Finally, assertiveness can bring you increased respect from others, allow you to get rid of negative or hurtful feelings and help you achieve your goals Describe the other person's behavior. – The client made a reservation through a

third party site rather than the more trusted hotel itself Express your feelings (use "I" statements) Focus on the action, not on the person

as being a problem. I am very sorry, but I cannot make changes to the fact that all of the suites are already booked. I don’t know how CheapCheap

Specify what you want changed Offer a reasonable solution. Make an offer, with explanations, perhaps a chart, showing that you are meeting the client half way, and offering them paper documentation about the discrepancy between the special rate offered by the hotel and that offered by the 3rd party web site for their pursuit of compensation from CheapCheap

Consequences Outline clearly and calmly what will happen if nothing is changed. Obviously there cannot be a suite made available, so either the 2 standard rooms adjoining are accepted, or assistance could be offered to find a similar suite at another hotel nearby.

2 Write informational messagesUnlike academic papers, which are almost always persuasive pieces of writing, the purpose of much business communication is to deliver a message, whether good or bad. As a result, you may find yourself writing positive messages, negative messages, or persuasive messagesDepending on the decision of whether to do animal testing or not, the presenter will have to write informational messages for the public as well as the shareholders.For an effective informational message the message is presented clearly and concisely so

that the listener or reader can understand it easilyBasic considerations when writing the message might include:

Know your audience Know your purpose

2 Write persuasive messagesPresenters may come up with a specific message/slogan that they will use to persuadeMay speak about the importance of including persuasive messages in a presentation Basic considerations when writing the message might include:

Know your audience Know your purpose

2 Write promotional messages that appeal to targeted markets