Download 2001 RMS #5 (MEGA MART)

RMAL-00
State Event 2
OCCUPATIONAL CATEGORY
Retail Merchandising Series,
Associate Level
An Association of Marketing Students
®
INSTRUCTIONAL AREA
Marketing Information Management
PARTICIPANT INSTRUCTIONS
PROCEDURES
1. The event will be presented to you through your reading of these instructions, including the
Performance Indicators and Event Situation. You will have up to 10 minutes to review this
information to determine how you will handle the role-play situation and demonstrate the
performance indicators of this event. During the preparation period, you may make notes to
use during the role-play situation.
2. You will give an ID label to your adult assistant during the preparation time.
3. You will have up to 10 minutes to role-play your situation with a judge (you may
have more than one judge).
4. You will be evaluated on how well you meet the performance indicators of this event.
5. Turn in all your notes and event materials when you have completed the role-play.
PERFORMANCE INDICATORS
1. Orient new employees.
2. Explain the concept of marketing strategies.
3. Determine forms of economies utility created by marketing activities.
4. Explain the nature and scope of the selling function.
5. Demonstrate suggestion selling.
Published 2000 by DECA Related Materials. Copyright © 2000 by DECA, Inc. No part of this publication may be
reproduced for resale without written permission from the publisher. Printed in the United States of America.
RMAL-00
State Event 2
EVENT SITUATION
You are to assume the role of lead sales associate at MEGA MART, a discount department store. You are
to meet with a new sales associate (judge) to provide appropriate training.
MEGA MART is a discount department store that is home to everything that a household needs. All sales
associates are expected to be knowledgeable about all facets of MEGA MART, though they may spend
most of their work time in one or two departments. You and your fellow sales associates are just that—
sales associates. You are expected to help customers satisfy their wants and needs in a professional
manner.
MEGA MART’s offerings include full-line departments of housewares, cosmetics, pharmacy, clothing,
sporting goods, lawn/garden supplies, automotive (including a automotive repair shop), camping,
domestics, photo shop, video/audio, computers, home furnishings, convenience items and
books/magazines. The business also houses a grocery store, complete with a full-service deli and a fresh
meat/seafood counter. It is home to a branch of a local bank and provides in-house postal services.
Customer services are important at MEGA MART. Curbside pickup of all purchases and a kiosk center
within the store are two of the main services offered here. The kiosk is a customer-friendly computer
center where customers can check on the availability of merchandise within departments and check for
gift registration of weddings and baby showers, as well as place orders for delivery of goods to their home
or any other destination. MEGA MART also offers customers its own credit card. In many cases, approval
for the MEGA MART charge card comes within 30 minutes.
Many displays within the store are unique in that items from some departments are used in other
departments as both display props and suggestion selling tools. The store is well lit, and customers can
easily access different departments.
You have two years of sales experience at MEGA MART. A new sales associate (judge) has recently been
hired, and one of your roles as a lead sales associate at MEGA MART is to provide sales training to new
employees. The new sales associate (judge) has only been on the job for two weeks. Most of the new
associate’s (judge’s) time has been spent in the housewares and video/audio departments. Your job is to
provide the new associate (judge) with some training.
In your sales/training discussion you should do the following:





Provide some insight about the marketing strategy MEGA MART uses.
Discuss how MEGA MART’s concept enhances customers’ shopping experiences.
Provide examples of how customer needs can be facilitated by sharing some of your selling
techniques.
Provide examples of cross-department suggestion-selling techniques.
Discuss the strategies that MEGA MART employs to build clientele.
You will make your presentation to the new sales associate (judge) in a role-play to take place in the
housewares department of MEGA MART. The sales associate (judge) will begin the role-play by greeting
you and asking to hear your advice. After you have presented your insights and have answered the new
sales associate’s (judge’s) questions, the sales associate (judge) will conclude the role-play by thanking
you for your help.
2
RMAL-00
State Event 2
JUDGE’S INSTRUCTIONS
DIRECTIONS, PROCEDURES AND JUDGE’S ROLE
In preparation for this event, you should review the following information with your event
manager and other judges:
1.
2.
3.
4.
Procedures
Performance indicators
Event Situation
Judge Role-Play Characterization
Participants may conduct a slightly different type of meeting and/or discussion with you
each time; however, it is important that the information you provide and the questions
you ask be uniform for every participant.
5. Judge’s Evaluation Instructions
6. Judge’s Evaluation Form
Please use a critical and consistent eye in rating each participant.
JUDGE ROLE-PLAY CHARACTERIZATION
You are to assume the role of new sales associate at MEGA MART, a discount department store.
The lead sales associate (participant) is to meet with you to provide appropriate training.
MEGA MART is a discount department store that is home to everything that a household needs.
All sales associates are expected to be knowledgeable about all facets of MEGA MART, though
they may spend most of their work time in only one or two departments. You and your fellow
sales associates are just that—sales associates. You are expected to help customers satisfy their
wants and needs in a professional manner.
MEGA MART’s offerings include full-line departments of housewares, cosmetics, pharmacy,
clothing, sporting goods, lawn/garden supplies, automotive (including a automotive repair shop),
camping, domestics, photo shop, video/audio, computers, home furnishings, convenience items
and books/magazines. The business also houses a grocery store, complete with a full-service deli
and a fresh meat/seafood counter. It is home to a branch of a local bank and provides in-house
postal services.
Customer services are important at MEGA MART. Curbside pickup of all purchases and a kiosk
center within the store are two of the main services offered here. The kiosk is a customerfriendly computer center where customers can check on the availability of merchandise within
departments and check for gift registration of weddings and baby showers, as well as place
orders for delivery of goods to their home or any other destination. MEGA MART also offers
customers its own credit card. In many cases, approval for the MEGA MART charge card comes
within 30 minutes.
3
JUDGE ROLE-PLAY CHARACTERIZATION (continued)
RMAL-00
State Event 2
Many displays within the store are unique in that items from some departments are used in other
departments as both display props and suggestion selling tools. The store is well lit, and
customers can easily access different departments.
The lead sales associate (participant) has two years of sales experience at MEGA MART. One of
the lead sales associate’s (participant’s) roles is to provide sales training to new employees like
you. You have been on the job for two weeks. Most of your time has been spent in the
housewares and video/audio departments. The lead sales associate (participant) is to provide you
with some training.
In the sales/training discussion the lead sales associate (participant) should do the following:





Provide some insight about the marketing strategy MEGA MART uses.
Discuss how MEGA MART’s concept enhances customers’ shopping experiences.
Provide examples of how customer needs can be facilitated by sharing some of
his/her selling techniques.
Provide examples of cross-department suggestion-selling techniques.
Discuss the strategies that MEGA MART employs to build clientele.
The lead sales associate (participant) will train you in a role-play to take place in the housewares
department of MEGA MART. You will begin the role-play by greeting the lead sales associate
(participant) and asking to hear his/her advice.
During the course of the role-play, you are to ask the following questions of each participant:
1. There seems to be so much to know. How can I be expected to know everything
about what we offer to customers of MEGA MART?
2. Isn’t the average customer overwhelmed by the size and selection of products and
services that we offer here at MEGA MART?
3. How do we know if our strategy is working?
Once the lead sales associate (participant) has made the training presentation and has answered
your questions, you may conclude the role-play by thanking the lead sales associate (participant)
for his/her help.
You are not to make any comments after the event is over except to thank the participant.
4
DO NOT WRITE ON THIS PAGE. RECORD ALL
SCORES ON THE SCANTRON SHEET PROVIDED.
JUDGE’S EVALUATION INSTRUCTIONS
Evaluation Form Information
The participants are to be evaluated on their ability to perform the specific performance
indicators stated on the cover sheet of this event and restated on the Judge’s Evaluation Form.
Although you may see other performance indicators being demonstrated by the participants,
those listed in the Performance Indicators section are the critical ones you are measuring for this
particular event.
Evaluation Form Interpretation
The evaluation levels listed below and the evaluation rating procedures should be discussed
thoroughly with your event chairperson and the other judges to ensure complete and common
understanding for judging consistency.
Level of Evaluation
Interpretation Level
Excellent
Participant demonstrated the performance indicator in
an extremely professional manner; greatly exceeds
business standards; would rank in the top 10% of
business personnel performing this performance
indicator.
Good
Participant demonstrated the performance indicator in
an acceptable and effective manner; meets at least
minimal business standards; there would be no need for
additional formalized training at this time; would rank
in the 70-89th percentile of business personnel
performing this performance indicator.
Fair
Participant demonstrated the performance indicator
with limited effectiveness; performance generally fell
below minimal business standards; additional training
would be required to improve knowledge, attitude
and/or skills; would rank in the 50-69th percentile of
business personnel performing this performance
indicator.
Poor
Participant demonstrated the performance indicator
with little or no effectiveness; a great deal of formal
training would be needed immediately; perhaps this
person should seek other employment; would rank in
the 0-49th percentile of business personnel performing
this performance indicator.
5
DO NOT WRITE ON THIS PAGE. RECORD ALL
SCORES ON THE SCANTRON SHEET PROVIDED.
JUDGE’S EVALUATION FORM
DID THE PARTICIPANT:
RMAL-00
State Event 2
1. Orient new employees?
POOR
0, 2
Attempts at orienting new
employees were inadequate
or weak.
FAIR
4, 6, 8
Adequately oriented new
employees.
GOOD
10, 12, 14
Effectively oriented new
employees.
EXCELLENT
16, 18
Very effectively and
thoroughly oriented new
employees.
GOOD
10, 12, 14
Effectively explained the
concept of marketing
strategies.
EXCELLENT
16, 18
Very effectively explained the
concept of marketing
strategies.
2. Explain the concept of marketing strategies?
POOR
0, 2
Attempts at explaining the
concept of marketing
strategies were inadequate or
unclear.
FAIR
4, 6, 8
Adequately explained the
concept of marketing
strategies.
3. Determine forms of economic utility created by marketing activities?
POOR
0, 2
Attempts at determining
forms of economic utility
created by marketing
activities were inadequate or
unclear.
FAIR
4, 6, 8
Adequately determined
forms of economic utility
created by marketing
activities.
GOOD
10, 12, 14
Effectively determined forms
of economic utility created
by marketing activities.
EXCELLENT
16, 18
Very effectively and clearly
determined forms of economic
utility created by marketing
activities.
4. Explain the nature and scope of the selling function?
POOR
0, 2
Attempts at explaining the
nature and scope of the
selling function were
inadequate or weak.
FAIR
4, 6, 8
Adequately explained the
nature and scope of the
selling function.
GOOD
10, 12, 14
Effectively explained the
nature and scope of the
selling function.
EXCELLENT
16, 18
Very effectively and clearly
explained the nature and
scope of the selling function.
GOOD
10, 12, 14
Effectively demonstrated
suggestion selling.
EXCELLENT
16, 18
Very effectively and clearly
demonstrated suggestion
selling.
5. Demonstrate suggestion selling?
POOR
0, 2
Attempts at demonstrating
suggestion selling were
inadequate or unclear.
FAIR
4, 6, 8
Adequately demonstrated
suggestion selling.
6. Overall impression of the participant’s skills and performance?
POOR
0, 1
Demonstrated few skills
with little or no
effectiveness.
FAIR
2, 3, 4
Demonstrated limited ability
to link some skills
effectively.
Judge’s Initials
GOOD
5, 6, 7
Effectively demonstrated
specified skills.
TOTAL SCORE
6
EXCELLENT
8, 9, 10
Demonstrated skills in a
confident, articulate and
integrated manner that meets
the highest professional
business standards.