Students will understand and demonstrate the importance of selling and human relations.

Transcription

1 MARKETING ADVANCED COURSE DESCRIPTION Marketing advanced is an in-depth course for the career-minded student with emphasis in the following areas: marketing and business fundamentals, business management, information management, human relations, product/service planning, finance, distribution, purchasing, pricing, promotion, and selling Students will understand and demonstrate the importance of selling and human relations Understand company-selling policies Define the following terms: selling policies, selling-activity policies, terms-of-sale policies and service policies. Identify types of selling-activity policies. Identify types of terms-of-sale policies. Identify types of service policies. Explain the importance of selling policies. Describe the characteristics of selling policies. Explain why selling policies are needed. Describe external factors that affect selling policies. Describe internal factors that affect selling policies. Explain problems encountered with the use of selling policies Identify customer s buying motives for use in selling. Define the terms buying motive, emotional motives, rational motives, and patronage motives. Describe reasons that sales people should understand customers needs and wants. Identify reasons that customers buy. Classify buying motives as emotional, rational or patronage. Describe techniques for identifying buying motives. Demonstrate procedures for identifying customer buying motives for use in selling Assess customer/client needs through probing. Define the following terms: probing, information gathering probes, opiniongathering probes, and confirming probes. Distinguish between probing and questioning. Describe reasons for probing. Explain benefits of probing to assess customer/client needs. Identify probing techniques. Explain guidelines for assessing customer/client needs. Demonstrate procedures for assessing customer/client needs.

2 Demonstrate suggestion selling. Define the term suggestion selling. Identify examples of suggestion selling. Describe the importance of using suggestion selling. Explain guidelines for using suggestion selling. Demonstrate proper procedures to use in suggestion selling Plan follow-up strategies for use in selling. Define the term follow-up. Describe sales situations in which follow-up techniques should be used. Identify salespeople who should follow-up. Describe reasons to follow-up. Explain how businesses benefit when sales presentations are followed-up. Explain how salespeople benefit from follow-up. Describe customer benefits from the use of follow-up. Cite example of follow-up activities. List factors to consider in selecting appropriate follow-up techniques. Describe the importance of record keeping in follow-up. Explain how to identify follow-up strategies for use in selling. Demonstrate procedures for planning follow-up strategies Facilitate customer buying decisions. Define the following terms: buying decision, need decision, product decision, place decision, price decision and time decision. Identify types of buying decisions Identify factors affecting place decisions. Cite factors affecting price decisions. List factors affecting time decisions. Explain the importance of salespeople s helping customers to make buying decisions. Assist customer in reaching favorable buying decisions Interpret business policies to customers/clients. Define the term business policy. Identify characteristics of effective business policies. Describe reasons for having business policies. Explain types of business policies that affect customers. Discuss the role of employees in interpreting business policies. Explain when business policies should be interpreted. Explain guidelines for interpreting business policies to customers. Demonstrate procedures for interpreting business policies to customers Students will understand the importance of economics in the world of marketing Understand the concept of risk. Define the following terms: business risk, economic risks, natural risks, human risks, pure risks, speculative risks, guarantees, and warranties. Classify business risks. List types of economic risks. Identify examples of natural risks. Identify examples of human risks. Distinguish between pure and speculative risks. Describe ways that businesses can prevent or control risks. Describe ways that businesses can transfer risks. Describe reasons that businesses retain risks. Explain ways that businesses can avoid risks.

3 Determine the concept of organized labor and business. Define the following terms: labor union, local, national, federation, collective bargaining, strikes, picketing, boycotts, featherbedding, lockouts, injunctions and strikebreakers. Identify reasons that labor unions form. Identify types of labor issues. Classify types of unions. Describe levels of union organization. Describe types of union organization. Describe the collective bargaining process. Explain types of union negotiation strategies. Describe types of management negotiation strategies. Explain the effects of unionism on workers. Describe the effects of unionism on businesses Understand the concept of Gross National Product. Define the following terms: gross domestic product (GDP), personal consumption expenditures, gross private domestic investments, government purchases of goods and services, net exports of goods and services, trade deficit, trade surplus, uncounted production, underground economy, and double counting. Identify the categories of goods and services that make up GDP. Describe problems encountered in calculating GDP. Explain the importance of a country s GDP. Describe ways to increase GDP Students will understand the importance of the marketing functions Understand the concept of product mix. Define the following terms: product mix, product item, product line, width, depth, consistency, expansion, contraction, alteration, trading up, trading down, and positioning. Identify ways in which product lines can be organized. Describe product mix dimensions. Identify reasons that a business would offer a narrow product mix. Identify reasons that a business would offer a broad product mix. Identify reasons that a business would offer a deep product mix. Identify reasons that a business would offer a shallow product mix. Explain the importance of a business s product mix. Describe advantages of expansion product-mix strategies. Describe disadvantages of expansion product-mix strategies. Describe advantages of contraction product-mix strategies. Describe disadvantages of contraction product-mix strategies. Describe advantages of alteration product-mix strategies. Describe disadvantages of alteration product-mix strategies. Describe advantages of trading up product-mix strategies. Describe disadvantages of trading up product-mix strategies. Describe advantages of trading down product-mix strategies. Describe disadvantages of trading down product-mix strategies. Describe advantages of positioning product-mix strategies. Describe disadvantages of positioning product-mix strategies Understand consumer protection. Describe forms of consumer protection associated with product/service management. Describe the need for consumer protection in product/service management.

4 Discuss the role of governmental agencies in protecting consumers. Explain laws that protect consumers. Explain how consumer protection affects businesses. Describe expenses that can be incurred by businesses as a result of consumer protection Understand the nature of branding. Define the following terms: brand, brand name, brand mark, generic brand, national brand, private brand, and licensing. List the characteristics of a good brand. Explain the advantages to businesses of branding. Explain the advantages to customers of branding. Discuss the factors that affect the decision to brand/not brand. Describe the nature of the branding process Understand factors affecting selling price. Define the term selling price. Describe the importance of selling price. Describe the importance of selling price. Identify factors affecting selling price. Explain how consumers can affect selling price. Describe how government affects selling price. Discuss how competition can affect selling price. Explain how competition can affect selling price. Identify pricing objectives. Explain how pricing objectives affect selling price Understand the concept of promotional mix. Define the following terms: promotional mix, advertising, personal selling, publicity and sales promotion. Identify the elements of the promotional mix. Categorize examples of promotional according to the elements of the promotional mix. Describe the importance of the promotional mix. Identify factors affecting the promotional mix. Describe how the product being sold affects the promotional mix. Explain how the product s market affects the promotional mix. Discuss how the distribution system affects the promotional mix. Explain how the product s company affects the promotional mix Understand the types of promotion. Define the following terms: product promotion, primary product promotion, secondary product promotion, institutional promotion, public service, public relations and patronage. Identify types of product promotion. Describe the uses of product promotion. Identify types of institutional promotion. Discuss the advantages of promotional activities. Discuss the disadvantages of promotional activities Understand the importance of marketing-information management. Define the following terms: marketing research, secondary research, primary research, personal interview, mail interview, telephone interview, questionnaire and focus group. Identify characteristics of effective marketing research Explain how marketing research is carried out. Explain the uses of marketing research.

5 Describe shortcomings of marketing research. Describe types of marketing research objectives. Describe the contents of a research plan or design. Classify types of marketing research data. Distinguish between internal and external sources of data. Describe type of data collection methods. Explain how data can be analyzed. Describe steps in the marketing research process Understand the nature of sales forecasting. Define the following terms: sales forecast, qualitative forecasting, and quantitative forecasting. Identify items/factors for which sales forecasts can be used. Discuss the time frame of sales forecasts. Explain factors affecting how far ahead a business should predict sales. Distinguish between qualitative and quantitative forecasting methods. Describe factors affecting the sales forecast. Explain business activities in which sales forecast information is used as a planning tool. Explain reasons that not all businesses use sales forecasts Determine discounts and allowances that can be used to adjust base prices. Define the following terms: discount, allowance, cash discounts, quantity discounts, cumulative discounts, non-cumulative discounts, trade discounts, seasonal discounts, promotional allowances, cooperative advertising, rebates, and push money. Explain reasons for adjusting base prices. Describe types of discounts and allowances that can be used to adjust base price. Explain payment terms used with discounts. Calculate discounts and allowances. Demonstrate procedures for determining discounts and allowances that can be used to adjust base prices. PERFORMANCE OBJECTIVE PO-01 Students will understand how to organize and complete a marketing research project. PERFORMANCE OBJECTIVE DETAILED EXPLANATION Performance Objective PO-01 Students will understand how to organize and complete a marketing research project. Write a survey. Conduct a survey. Analyze data. Verbal communications/oral report. Make charts and graphs. Prepare a complex written report. Write a business letter. Use secondary data. Use proper grammar and vocabulary. Use trade journals/periodicals. )