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Performance indicators for SEM
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
generation
Participants should identify the destinations they believe would be most successful and least
successful based on their analysis of features and benefits to each generation.
Assess community relations opportunities for a sport/event
 Participant should identify two current areas (goals) the BIG BEARS are being
criticized for:
1. The team is not visible enough in the community
2. The team is not providing positive role model opportunities for youth
The team is to identify two outreach programs to improve on these areas
 Did the participant explain the value of having outreach projects and why they
are important?
 Did the participant identify how the team will become more visible in the
community?
 Did the participant identify how youth will benefit from at least one of the
outreach programs?
 Did the participant outline an effective strategy for these programs?
Assess the need to use promoters.
2 Choose appropriate media vehicles for sport/event
 Company has limited budget. ON STAGE PROMOTIONS has been provided with
limited funds for the purpose to buy newspaper and radio advertising. Students
should indicate some of these initiatives in the local metropolitan market
 Students should identify other appropriate media vehicles for the Broadway
Production of Rent. These might include:
1. Entertainment section of newspaper, Local cultural and theatre magazines and
productions
2. City and entertainment web pages
3. Distribute email lists to season theatre ticket holders as well as any other known
lists of ticket holders (i.e. Rock music fans)
4. Distribute information on social networking sites such as facebook, twitter,
myspace to potential theatre going customers
 Students should provide owner of ON STAGE PROMOTIONS with
recommendations to obtain publicity:
1. Write a “publicity news release” encouraging theatre fans to take this unique
opportunity to see the acclaimed Broadway production of Rent – a Rock
Musical! Distribute the news release to local media outlets; television and
radio stations, newspapers, magazines and local web sites
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2
2
8
4
2. Invite theatre critics to an advance special pre-screening of the show.
Hopefully these critics’ reviews in the local media will attract interest.
Communicate core values of product/service.
Conduct a risk assessment of an event
Conduct an environmental scan to obtain business information
Coordinate activities in the promotional mix
The 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.
Coordinate channel management with other marketing activities
Students should indicate that marketing activities (includes all Advertising, Publicity,
Selling and Sales Promotions - contests, coupons, discounts – expanding to new sales
outlets, making changes to product or service design, function, etc) need to be coordinated
or sequenced effectively. Customers need to be made aware of any changes and given
enough time to understand, ask questions and adjust. As a result changes should be
communicated effectively and all sales channels should be consistent.
It is important to coordinate channel management with other marketing activities to ensure
alignment of promotion and communication of information to customers, and to reduce any
channel conflict. It is important to set goals, set up communication policies and procedures,
and monitor performance. The messages communicated must be consistent with the
marketing activities they support so that customers do not receive mixed messages and feel
frustrated in the process. This might include important details such as the date, time, and
location of events that are critical to organizing the audience to attend
These channels need to be re-examined during busy seasons, changes in location,
redecorating / renovation, changes in suppliers,
You can email customers, put up signs and flyers, give out coupons, local newspaper ads,
local radio ads.
2 Coordinate community outreach projects
 Did the participant outline a timeline for each outreach project?
 Has this project been coordinated with other team as well as city activities?
 Have considerations been made to minimize conflicts with other city initiatives and to
ensure maximum player and community involvement?
 Has the participant assigned responsibilities to specific individuals for the various steps
in each project?
2 Cultivate Group Sales
Group sales are aimed at a variety of groups. Educational groups may come into a venue to
learn the business ( Wonderland offers drama and music programs, marketing, physics and
food services programs), and businesses may use a group event to boost employee morale or
be a team building activity. Initiating the sale means that you are letting educators and
managers alike know what you offer, and what it can do for them.
The group sales process would include some or all of the following steps:
 The Preapproach Ensure sales staff are knowledgeable about both the venue and
education programs offered, as well as group activities and promotions. Ie hats, tshirts
 The Approach For educators contact potential customers about new education
program opportunities. Offer group or school staff presentations.
 Presenting the Program Communicate the program to your target audience.
Determine which program the client wants
 Answering Questions At this point a customer may be reluctant to buy; providing
information to remove that uncertainty, and helping the customer to make a
satisfactory buying decision
 Closing the Sale Getting customers positive agreement to buy
 Suggestion selling Suggesting additional programs or services that will satisfy the
client’s needs and wants. They may help your client enjoy the original purchase or to
save money
 Follow-up and Relationship building Creating a means of maintaining contact
with the customer after the sale is completed
Describe data collection methods
Data collected may be secondary or primary and may come from sources within or outside
the business. Once new information and data are obtained it must be analyzed for the
business to use.
Data can be collected in various ways including:
 Surveys – on paper, via email, phone, asking questions as customers leave the store, etc
 interviews
 experiments (eg. selling a couple of the new items in store and assessing how well they
do)
 focus groups
 Participants may also include the importance of ensure that any sample group is
representative of the population that they are studying
 A large amount of data is also collected through points cards and credit and debit cards,
and sold to marketing firms.
Describe effective advertising layouts
Describe factors that affect the business environment
The 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 success
Organizational 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 activities
Other 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 resolutions
External 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 customers
Other 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
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 advantages
For 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
survival
Positioning 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 actions
Marketers often use a Product Positioning Map to “map” out the
position that their products occupy in comparison to the completion
These positioning maps are based on 2 dimensions
The most common dimensions are price and qualtity
So, 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
Describe legal issues affecting businesses
As an owner of a small business, the danger of crippling litigation should also be at the top
of your priorities. Legal headaches, can take you by surprise and severely hurt your
business’ bottom line. Here are some of the most common legal issues facing small
businesses in America.
Disgruntled Employees will be one of the most common legal headaches. In North
America, employees have far more rights than other countries, in the form of unions and
reasons for “wrongful termination”. If you terminate a non-performing employee, make
sure he or she signs documents carefully drafted by an attorney upon termination to make
the terms of dismissal crystal clear. Letting an employee go without any final termination
forms leaves the door wide open for legal actions.
Discrimination/Harassment Cases The legal ramifications of alleged discrimination –
sexual, ethnic, age or otherwise, can cause your company serious problems. Make sure your
human resources and legal departments are well equipped to handle these issues should they
arise. During the hiring process, make sure you are prepared with all the applicants’ resumes
should allegations of discrimination arise, to prove that you hire the most qualified
individuals, regardless of gender, ethnicity or age.
Hold regular meetings to oversee co-worker relations and insure that discrimination on a
smaller scale is not occurring between office cliques, or influencing the decisions of middle
and lower managers.
Harassment – sexual, racist or otherwise – can be a serious problem in an integrated
workplace with workers from various ethnic and religious backgrounds and social classes.
Regular meetings and interviews with staff will allow your managers to police these
transgressions, which should be eliminated quickly through the swift termination of
offenders.
Victims of harassment and discrimination tend to attract lots of media attention, which can
hurt your company’s public image as well as drain your legal budget. Be proactive and
stomp out these problems before they start.
Copyright and Patent Issues Cutting edge companies in the tech industry often face
aggressive patent litigation. Companies often sit on patents for years, hoping that another
company inadvertently violates them, to get easy money through patent and copyright
lawsuits.
In the product development phase at your company, make sure your research and
development teams thoroughly research the patents and copyrights of your current product,
to avoid a messy legal battle should you step on a competitor’s toes.
Dissatisfied Customers Customers who are dissatisfied can file class action lawsuits
against your company, in which they gather in large consumer groups and attack your
company over faulty products, services or promises. With enough dissatisfied customers,
class action lawsuits can do more damage than any individual or corporation and irreparably
tarnish your brand’s image. Dissatisfied customers might also be injured customers who
litigate because of injuries sustained while on your business’ premises.
Again, be proactive and keep a finger to the pulse of your customers through tech support,
online message boards and e-mails. Promptly issue recalls for flawed products and be
prompt to address customer issues.
Other Legal Issues These are only some of the most common legal issues facing small
businesses today. Other ones include tax litigation (a whole other topic) and legal disputes
with competitors and contractors. Make sure you are proactive in solving these problems
before they start, and make sure you have a solid legal team to back you up should you get
sued. Good communication in the workplace and a hands-on approach to management is the
best deterrent to legal issues
Describe marketing functions and related activities
Nine functions of marketing:
 Purchasing- buying goods and services for a business’ operation (manufacturers
purchase cloth and thread; retailers buy the finished shirt for resale in their stores)
 Selling- providing customers with goods and services they want to buy (to the end
user and in the industrial market as materials for business operations)
 Pricing-deciding how much to charge for goods and services (takes competition into
consideration & how much a consumer is willing to pay)
 Product planning - all the decisions a business makes in the production and sale of
its goods and services (products to carry, branding, labelling, packaging, etc.)
 Marketing information management – the process of getting the marketing
information needed to make sound business decisions (marketing research)
 Promotion-any form of communication used to inform, persuade, or remind people
about a business’ products OR to improve a firm’s public image (TV and radio
commercials; specially designed perks as gifts with purchase-McDonald’s
toys/glasses)

Financing-getting the money needed to finance the operation of a business
(obtaining a bank loan; offering credit to consumers)
 Distribution- making decisions about where to sell your product (method of
transportation-truck; rail; ship or air) (storage of items is also part of distribution)
 Risk management- preventing or reducing business loss (one risk that is out of a
business’ control is high local unemployment rate; business competition; natural
risks)
2 Describe options businesses use to obtain marketing-research data
Primary Research and Secondary Research methods are good starting points. In conducting
primary research, the participant could create surveys, questionnaires, focus groups or do
test marketing. Secondary research can be conducted by doing online research, by reading
case studies, by analyzing periodicals, etc. Secondary research can also be purchased
through Market Research firms. Primary research can be conducted at the point of sale by
asking for basic demographic data like postal codes. In this case, participants could be
asked if they are currently students of the university (as this is an issue in the case – mainly
university students). This information could be used to devise a strategy to attract alumni,
town residents, etc
Data collected may be secondary or primary and may come from sources within or outside
the business. Once new information and data are obtained it must be analyzed for the
business to use.
Data can be collected in various ways including:
 Surveys – on paper, via email, phone, asking questions as customers leave the store,
etc
 interviews
 experiments (eg. selling a couple of the new items in store and assessing how well
they do)
 focus groups
 a large amount of data is also collected through points cards and credit and debit
cards, and sold to marketing firms
 Participants may also include the importance of ensuring that any sample group is
representative of the population that they are studying
Describe techniques for processing marketing information
The 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 elements of design
Elements of design include: Line, Shape, Direction, Size, Texture, Colour, and Value
(Tone). Students likely won’t be very specific with these as they are primarily Visual Arts
terms. They should however, be able to describe in words and pictures, how they envision
the ads
Describe the nature of cost/benefit analysis
 Do costs outweigh benefit derived from it, i.e. is increase in revenue greater than
increase in costs
 Take into account non-financial benefits (greater customer service, better reputation,
etc.) and costs (opportunity cost, etc.)
Describe the need for financial information
Financial information includes raw data, records, and reports; businesses rely on accurate
financial information to make sound decisions
Financial information is used to match company resources to its planned activities and to
identify additional resources that may be needed or secured
Businesses use information to identify ways to reduce expenses and invest company assets.
Also, information is used to forecast for future budgeting and growth, as well as to control
and manage risk
The objective of financial statements is to provide information about the financial position,
performance, and changes in financial position of an enterprise. Financial information is
useful to a wide range of users making economic decisions
 Owners and managers require financial statements to make business decisions
 Employees require this information for use in compensation and bonus contracts
 Prospective investors use this information to assess the viability of investing in a
business
 Banks and lenders use financial information to determine loan terms, loan amounts,
interest rates, and required collateral
 Government entities use this information to evaluate taxes declared and paid by a
company
 Suppliers use financial information to assess the creditworthiness of the business

Customers use financial information to assess the company's ability to provide
products or services in the future
Describe the need for marketing data
 data is necessary in order to determine whether it is feasible to bring a product, store,
team or business to a community
 information collected should include interest in paying for the item as well as data
for potential employees
2 Describe 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 value
Marketing 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 research
Students 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
Describe the role of governing bodies in the sport industry.
2 Describe the use of colour in advertisements
There will be a broad range of acceptable answers for this performance indicator. Colour
can be used to draw and hold interest and attention
3 Describe the use of technology in the channel management function
From 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-marketplace
Use 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.
2 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 echannels, 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.
2 Describe the use of technology in the promotion function
The 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
Describe types of business activities
Operations includes every activity needed to manufacture a product or provide a service.
Operations is an essential business function, because without a product or service to sell, a
business has no reason to exist. Operations activities will always revolve around acquiring
raw resources, converting those resources into something to sell and scheduling and
controlling the process of conversion. Activities to accomplish those aims include creating
production schedules, taking inventory, equipment maintenance, measuring quality and
efficiency, and designing workflows.
Marketing Without customers for its products or services, a company can't stay afloat,
making marketing another crucial business activity. Marketing activities go beyond merely
creating ads that entice customers. Instead, marketing activities are intimately connected
with a company's products and services. Indeed, by understanding the needs and desires of
consumers, those in marketing help shape a company's offerings. Marketing activities
determine the needed performance specifications of a company's products and services, the
proper pricing, the best distribution channels and packaging. Consumer and marketplace
studies, promotion and sales also fall under marketing's purview.
Finance The bottom line: Money makes business possible. When approached carefully,
finance activities build a foundation for a company's security, ensuring future operations.
Finance must measure operations to create forecasts predicting a company's ability to meet
future challenges. Creating budgets, allocating funds throughout the company, determining
investments, protecting assets, managing credit and preparing financial reports are other
necessary financial activities. Two important statements companies typically prepare are the
balance sheet, which shows a company's assets and liabilities, and the income statement. By
subtracting expenses from income, the income statement reveals a company's profit or loss.
Other Business Activities Besides operations, marketing and finance activities, other types
of business functions become important as a company grows. With employees comes the
need to manage a company's human resources. Important activities under the human
resources umbrella include training and hiring. Once a company decides it wants to expand
its offerings, research and development becomes an important business activity. Finally,
though wise management is desirable at any stage in a company's life, growth demands a
more conscious and formal approach to leadership, planning and organization than a oneperson business might demand.
2 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
appropriately
Determine economic utilities created by business activities
 Economic utility—a measure of satisfaction
 Most people will do things that will improve their utility
 In this case, the owner needs to convince the employees that this 4-day work week is in
the employees’ best interest and will improve their utility
 For example:
o the employees can save time by only commuting 4 days instead of 5
o the employees will have more leisure time
o the employees will be able to spend more time with their children on their day off—
80% have children under 14
o save money on child care and gas
2 Determine hiring needs
 The student in the role of human resources manager should identify hiring needs
 Will require a meeting with staff and management to discuss the needs
 Hiring needs may include a wide variety of skills
 Keeping in mind all of the above needs to be accomplished promptly
Determine sport/event features and benefits.
Determine the profitability of business services.
Determine the relationship between government and business
Develop a company’s/department’s budget.
Develop a public relations plan
Develop contingency plans for events
Develop production schedules for events
Develop project plans
Discuss legal ramifications of breaching rules and regulations
3 Discuss motivational theories that impact buying behavior
Consumer motivation is linked to Maslow's "hierarchy of needs." According to this model,
motivational drivers have different levels of importance. The most common needs are
physiological and concern basic survival--the need for food, shelter and safety. Higher-level
needs include social ones (for relationships and love), esteem needs (recognition and status)
and self-actualization needs (fulfillment of self). According to Maslow, an individual must
meet lower-level needs before being motivated to fulfill higher-level needs
Motivational Levels
 Depending on how important a purchase is to an individual, his motivational levels may
vary from low to high. Influences include familiarity with the purchase, status factors and
overall expense and value. Where fulfillment rewards are low, as with groceries,
motivation levels are also relatively low and involve little decision-making behavior
 The behavioral aspect of consumer motivation concerns the actions someone takes before
purchasing and consuming goods or services. A person might do a lot of research-evaluating alternatives, testing and sampling--before making a selection. She might
decide to buy something based on which goods or services most closely meet and satisfy

motivational wants and needs. Marketers aim to gain the most impact and eventual sales
by linking their products and services to clearly defined consumer needs and by
understanding what motivates people to buy
 Motivational levels differ greatly between individuals and are influenced by many
external variables. These include the social value of making the "right" decision, beliefs
about brands and alignment of brand values and personal values. If other people are
involved in the decision, their motivation also affects the behavior of the primary
consumer
They may also identify categories of buying motives such as rational or emotional reasons
why people eat out and choose one restaurant over another. The key to any business is that
they must have a plan to try and understand what consumers are willing to pay for and to try
and satisfy their needs. It is not enough to simply open a restaurant and hope customers will
come. You have to give them a reason. Maslow is the obvious choice given its popularity
in business textbooks.
Participant could mention the factors that motivate consumers to purchase without actually
naming a theory or theorist. What needs are satisfied when consumers save money on
special deals – needs/benefits.
Discuss the global environment in which businesses operate
2 Discuss the nature of marketing research problems/issues
Participants can cite problems including; the difficulty in properly assessing or measuring
the results of spending on promotion (how do you know if your sale worked, or if your
commercial was impactful), the difficulty in finding willing survey participants, the
reliability of responses to questionnaires and surveys, the expense incurred in conducting
primary research, as well as various issues with privacy of personal information that
consumers may have
Discuss the nature of sampling plans
 A sampling plan is a detailed outline of what data will be collected, when will it be
collected, how will it be collected, who will collect it, where it will be collected and why
or for what purpose will it be collected.
 Students should have a plan for the collection of the marketing information and should
be able to describe the staging and sequencing of their proposed solution
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 renew
Explain communications channels used in public-relations activities
Participant may discuss, but are not limited to, some of the following ideas:
 Media ie. Television commercials, social media, radio
 Advertising and getting the word out to as large of an audience as possible, as quickly as
possible
 Appealing to various target markets (not limiting relief efforts to a single target market
ie. Racing Community)
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.
Explain consequences of unprofessional and/or unethical behavior in marketing
Explain elements of the sport/event product
Explain employment opportunities in business
Explain ethical considerations in providing information
 Information ethics has been defined as "the branch of ethics that focuses on the
relationship between the creation, organization, dissemination, and use of information,
and the ethical standards and moral codes governing human conduct in society". It
provides a critical framework for considering moral issues concerning informational
privacy, moral agency, new environmental issues problems arising from the life-cycle
(creation, collection, recording, distribution, processing, etc.) of information (especially
ownership and copyright, digital divide, and digital rights). Dilemmas regarding the life
of information are becoming increasingly important in a society that is defined as "the
information society". Information transmission and literacy are essential concerns in
establishing an ethical foundation that promotes fair, equitable, and responsible
practices. Information ethics broadly examines issues related to ownership, access,
privacy, security, and community
 In this case, there is a certain amount of privacy on the part of the evaluators, but
because of the public nature of their comments, the companies they are evaluating are
demanding more information on the evaluations and evaluators
 The accountant had an ethical and moral obligation not to insider trade
 If a person has access to information as a part of their job, they are morally bound not to
use it for their own gain. They are also ethically bound not to share the information
 In this case, the accountant used the information to defraud shareholders of the
manufacturing firm
Explain factors affecting pricing decisions
Pricing 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; competition

2
2
2
4
Pricing 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 scale
Participant 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 capacity
The 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
Explain how organizations adapt to today’s markets
Participants should discuss ways that organizations adapt to today’s markets. A business is
constantly engaged in the process of renewal when they choose to use this data. Suggested
responses may include:
 Using tools like SWOT analysis and environmental scans to identify ways the business
can improve
 A SWOT analysis assesses a company’s strengths and weaknesses and the opportunities
and threats that surround it
 An environmental scan is an analysis of outside information that may have an impact on
an organization
 Utilize market research and analysis of consumer, competition and marketplace
 Determine the 4P’s of marketing as related to their organization and product:
 Product, price, place (distribution) and promotion
 Determine the 3C’s of their market strategy analysis
 Company, competition and customer
o In this case, market research of their store location and consumers would
be needed, utilizing the 4P’s and 3C’s of marketing / focus on place,
competition and customer
2 Explain key factors in building a clientele
People 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) issues
Students 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 feel
This 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?
Explain measures used to analyze economic conditions
2 Explain procedures for handling accidents
 Hire staff with the proper qualifications—first aid, CPR, customer service
certifications, alcohol handling
 Staff need to be thoroughly trained to handle accidents in the restaurant
 Create a procedures manual to teach staff how to deal with a variety of risk situations
 Train the staff on the manual
 When an accident has occurred, help the customer, contact the manager, solicit
whatever help is necessary—ambulance, follow up to make sure the customer is fine,
fill out an accident report, discover what can be done to make certain that this type of
accident does not occur again
a) According to the WSIB (Workplace Safety Insurance Board):
i. Get first aid
ii. Inform employer and ensure payment for transportation and immediate
medical care
iii. Pay workers wages for the day of the injury
iv. Report injury to the WSIB
- An ‘exceeds expectations’ answer will include preventative measures
This needs American terminology as well
2 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 in
2 Explain the components of advertisements
Students should reference the major components of ads – the body or copy (the main
message which is written if print), the tag line (slogan or short phrase associated with the
product), the artwork (graphics and colour), the titles (including the main headline) and the
contact (which includes branding – logo- and URLs, phone #s, etc). Students should
provide an answer that is descriptive of all of these components
Explain the concept of economic resources
 Also known as the factors of production, economic resources are inputs to produce
finished goods. These include human resources, natural resources, and capital resources
 Human resources include the effort and technical knowledge used in production. Human
resources are the people who work to produce the goods and services; also known as the
workforce or labour, and includes both the physical and mental work performed
 Natural resources include naturally occurring goods such as water, soil, minerals, etc
Natural resources are those raw materials we get from the earth, water, and air
 Capital resources are man-made resources such as buildings, equipment and money that
is used to produce goods and services
 Entrepreneurship is sometimes considered another economic resource in that they
innovate new ways to produce new products
 Economic resources are defined as the means through which goods and services are
made available to consumers. Another term for economic resources are factors of
production
 The proposed new convention centre will utilize both the city’s human and capital
resources in a productive manner
 To not utilize these available economic resources would stifle continued economic
development, a commitment and vision the city has already embarked upon
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
2 Explain the importance of company involvement in community activities
Participants should indicate that effective businesses need to be active participants in their
communities. Although the primary aim of community relations work is to promote civic
pride and to help the local residents, these events also help create goodwill for their business
participants. Customers and the general public pay attention to the sponsors of communitywide activities
Participant may discuss, but are not limited to, some of the following ideas:
 Promotion of company’s civic consciousness and empathy
 Support for company’s workers living in the community
 Strategic positioning and promotion
2 Explain the nature and scope of channel management
Channel Management refers to how a business uses marketing and sales techniques to
reach their customer base. Channel Management refers to the ability of a business to
operate all of its sales outlets or methods effectively. These Channels of Distribution
could include direct from manufacturer, retail, wholesale, import, or specialty channel
(internet, home shopping, catalogue, vending machine, etc). When done properly,
effective channel management allows a business to deliver products successfully and a
manner of its choosing to customers thus strengthening the relationship between the
business and its customers
Channel management organizes all possible ways to communicate with customers.
Organizations must consider their target markets in terms of their preferred methods of
communication while trying to reach their goals of gaining and maintaining customers.
Regardless of the channels chosen, the messages must always be consistent with the
organization’s branding and position. Types of communication channels include but are
not limited to: social media, print advertising, corporate website, online advertising,
telemarketing, email marketing, webcasts, tradeshows, direct mail promotions, white
papers, and face-to-face events
In this case Dorm Outfitters is looking at selling in stores in order to reach the population
who do not yet feel comfortable buying on line. The decision between retailers must
make sense in terms of who it will now reach higher-end shoppers, or lower end
shoppers
Explain the nature and scope of financing
4 Explain the nature and scope of the pricing function
Pricing 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’s
Determines ultimate success of restaurant and customer loyalty
Must 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.
2 Explain the nature and scope of the selling function
Participants should identify that the selling function provides consumers with the
products or services that they want or need. They should also mention that this includes
all members of the distribution channel. Participants should explain that the selling
process is a personalized communication and influences the purchase of a product or
service and future sales
Participants should identify the various levels of personal selling in the apparel industry
as it relates to the level of interaction with customers:
 Stores that promote a discount image – may have limited sales staff who offer little
service beyond checking out at the cash register
 Stores that attract customers interested in exclusive, ‘pricey’ items have sales
personnel to not only help customers make buying decisions, but also make
customers feel important
Participants should identify that the selling function is not necessarily the same for male
and female customers in a female clothing store and that differences should be present to
ensure that all clients are being served and all receive the same level of quality from the
sales experience
5 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 properly
The 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 others
To increase demand
To 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 relationships
For 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 distribution
A 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 communication
Student 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
2 Explain the nature of marketing management
"Marketing Management is the analysis, planning, implementation and control of
programmes designed to bring about desired exchanges with target audiences for the
purpose of personal and of mutual gain. It relies heavily on the adoption and
coordination of product, price, promotion and place for achieving responses."
As the name implies, marketing management combines the fields of marketing and
management. Marketing consists of discovering consumer needs and wants, creating the
goods and services that meet those needs and wants; and pricing, promoting, and delivering
those goods and services. Doing so requires attention to six major areas - markets, products,
prices, places, promotion, and people
Management is getting things done through other people. Managers engage in five key
activities - planning, organising, staffing, directing, and controlling. Marketing management
implies the integration of these concepts
Marketing management decisions are based on strong knowledge of marketing functions and
clear understanding and application of supervisory and managerial techniques. Marketing
managers and product managers are there to execute the processes of marketing
management. We, as customers, see the results of such process in the form of products,
prices, advertisements, promotions, etc
Participants should be able to identify and explain marketing management as it applies to
this situation. The participant’s answer may include:
 Marketing management includes the use of practical marketing techniques to manage
resources and activities
 Tracking and review of a company’s marketing resources and activities
 Effective marketing management will use a company’s resources to increase it’s
customer base
2 Explain the nature of marketing planning
A marketing plan is a comprehensive blueprint which outlines an organization's overall
marketing efforts. A marketing process can be realized by the marketing mix. The last
step in the process is the marketing controlling
A marketing plan is the company’s strategy for positioning the product and encouraging
sales. It includes a determination of the product, price, place and promotion to be used. This
expectation is linked to the previous with the identification of the target market. The
marketing plan that is used should make sense given the target market that was previously
identified for each line. The product launch time should also be included in the marketing
plan
Some considerations for the marketing plan might include:
Product: May include identification of each product’s features and benefits: quality,
fashion, trend-setting, etc
Price: The price range has been given in the case for each line. Students may link the price
range to the target market they have identified
Place: can involve the positioning of each line within the shoe department of the store.
Solutions should be logical for the image created for each brand and may
include merchandising methods used
Promotion: refers to the combination of all methods used to attract and create desire of the
customer. This includes advertising, sales promotions, personal selling, etc.
Solutions must be tied to target market and be reasonable for the targeted market and image
to be created
3 Explain the nature of positive customer/client relations
The participant should demonstrate an understanding of this concept through examples
A positive customer relations mindset means believing that your customers:
 Deserve the very best
 Are your employers
 Deserve your focused attention
 Have the right to expect things of you
 Have important problems and complaints
Positive customer relations yield benefits to the:
 Business
 Employees
 Customer
Businesses benefit by being:
 Employees may receive:
 customer compliments
 perhaps a raise or promotion for good customer service skills
Customers may benefit from:
 a more pleasant, satisfactory buying experience
Positive customer relations need to be demonstrated when speaking to customers in
person, over the phone, or online. It should also be evident while handling customer
complaints, inquiries and requests. Demonstrate good customer relations by doing the
following:
 considering and attempting to meet their needs
 concentrating on the without distractions
 follow up with them
 following through on what you say you are going to do
being efficient in handling issues
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 profits
Sales 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 nature of sponsorship in the sport/event industries
Participants should explain the benefits of sponsorship to the sponsor as well as the team.
Sponsorship and sporting events go hand-in-hand. Provides funding for major events.
Used in everything from stadium sponsorships (i.e. Rogers Centre), promotional products,
sports gear, etc Sponsorship is to create an image and create revenue for the company
Quick way for a company to brand itself
Benefits to the sponsor may include but are not limited to:
 Company name advertised on team jerseys and therefore displayed at all games to other
teams and audiences which may lead to more customers for the company

Company gets a positive image by the students for supporting their activities which
could lead to more students buying the company’s products
Benefits to the team being sponsored may include but are not limited to:
 Access to resources that allow the team to afford jerseys, equipment, and promotional
items
Explain the nature of sport/event brand/branding.
Explain the nature of stress management.
3 Explain 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
promotions
Without 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
2 Explain the need for sport/event insurance
Explain the need for sport/event marketing information.
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 business
The 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.
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,
etc
4 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

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
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
Explain the use of licensing in sport/event marketing.
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
Explain types of advertising media
Direct mail advertising is advertising sent to prospective buyers through the mail
Outdoor advertising includes signs and posters, painted bulletins, billboards, and other rented
spaces along city streets, highways, etc
Transit advertising is advertising used in buses, cabs, and subways; and in airline, bus and
railroad terminals
Specialty advertising is advertising which provides a useful product with an advertising
message on it. Pens and pencils, calendars, balloons, key rings, and chains with companies'
names on them are examples of specialty advertising
Television advertising is advertising broadcast on TV. Spots are usually 15, 30, or 60 seconds
in length
Radio advertising is advertising broadcast on the radio. Spots are usually 15, 30, or 60
seconds in length
Magazine advertising is advertising printed in magazines. Magazine ads can be printed either
in black and white or in color
Newspaper advertising is advertising printed in the newspaper. Newspaper ads are printed
most frequently in black and white but may be printed in color. They are sold by the line
Online advertising is advertising appearing on specific websites on the Internet. Examples
include: banners around a webpage, a precursor to videos, pop-up ads, and, embedded ads in
social media. The websites the advertisement is to be displayed should have some connection
to the target market in order to reach the most applicable viewers
Participants should identify an appropriate combination of the above media to be used in the
hospitality industry. For example, advertising online on travel sites such as Expedia.com and
Hotels.com to attract tourists, in addition to specialty advertising on pens, notepads, and
other common takeaways in the guest and conference rooms to remind the guests to come
again
2 Generate product ideas
The conditions given involve low-fat alternatives to other fast food places. This
recognizes that the target market will include customers with knowledge of nutritional
information and a desire for healthy eating. Our location is near a large shopping mall.
Most of the customers will probably be middle and upper aged adults, some with young
children.
The more popular sandwiches would be chicken, turkey, tuna, salmon, tomato,
cucumber, egg, etc. Avoid the heavier red meats, although it might be acceptable to have
an option of lean roast beef. Soups selections should concentrate on low sodium and
mostly clear soups. Since we are not a chain, it would be acceptable to try different types
of soups on a rotating basis and eventually we would find which ones were more
desirable. The sides should include a variety of salads (healthier choices like spinach,
house, and cole slaw), an assortment of fresh fruits or fruit salads, and possibly cookies
or “sweets” that have been prepared with healthier ingredients. The beverages should
include a variety of teas and coffees, as well as water, juices, and diet drinks. The
conditions also included little food waste. Students could suggest using some of the
scraps in the soup or buying fresh to avoid having to dispose of cans, cartons, and other
packaging
As previously mentioned, the participant should acknowledge that the product must be
low in cost to the consumer as well as small in portion while maintaining the quality that
the company is known for. The participant may generate any number of products that fit
this criteria, as long as it falls in line with the restaurant’s chicken theme
 Introduce soups, cold meats sandwiches, wraps
 Freshly squeezed juices, vitamin water
Identify ‘out-of-the-box” sales promotion ideas for sports/events
 should identify some creative ideas to obtain publicity and promotion for the
Broadway show Rent
 Consider ON STAGE PROMOTIONS have limited budgets so these initiatives
should not be costly
Identify communication channels used in sales promotion
Marketing communications are the means by which firms attempt to inform, persuade, and
remind consumers - directly or indirectly - about the products and brands that they sell
Traditional 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.)
Identify data monitored for marketing decision making
 participant may discuss need to reduce bias within data in order to ensure that sample
is representative of the population
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participant should discuss which information is important to collect and how it will
be used to make decisions
3 Identify factors affecting a business’s profit
Profit 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 profit
Factors 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
2 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
2 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 support
Competitive 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 strategies
Cost 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
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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 loyalty
With 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 resources needed for a project
Identify skills needed to enhance career progression
Identify sources of career information
Identify sports/event trends
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 products
Reference:
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 Publicity
Public 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
industry
One of the most important media tools is the news release. A news release is an
announcement that is sent to the appropriate media outlets
Publicity 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
Identify ways to track marketing-communications activities
Web traffic and traffic patterns e-newsletter response rates event registration phone calls
press mentions referrals social media metrics
Participants may discuss keeping track of chatter via social media as well as monitoring the
amount of surveys that are completed
2 Lead change
Maintain a safe work environment
Participants should outline what a safe work environment entails. Factors to consider
include:
 Layout of the warehouse and associated risk factors to both employees and inventory
 Employee breaks
 Lighting
 Implementing training programs for employees to learn and refresh essential safety
procedures and precautions in the warehouse
Participants emphasize the value of a safe work environment with the following benefits:
 Less employee absenteeism due to injuries
 Less damaged inventory
 Increased productivity and efficiency due to employees’ security and faith in the
company’s ability to maintain a safe work environment
 Increased sales and revenue as less damaged goods are created and therefore less are
being marked down by 40%, as well, higher productivity and efficiency may give the
company the opportunity to expand delivery further
4 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
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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 future
Orient new employees
When 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 jobs
The 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
Persuade others
Prepare sales analysis reports
2 Present report findings and recommendations
2 Provide directions for completing job tasks
The participant as human resources manager is to outline a set of directions to complete the
job tasks. This might include:
 Instructions to assess employees needed to work the event
 Hiring process
 Instructions for orientation and training of new and existing employees
 Instructions to evaluate and to reward employees
 Instructions to identify employees the company may wish to hire for other events in
the future
 Give clear directions
 Be consistent
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 Treat employees fairly
 Be firm when necessary
 Set a good example
 Delegate responsibility
 Foster teamwork
 Be ethical
Recognize/reward employees
 Students are to outline ways to:
 Recognize employees i.e. a plan to implement an easy to use employee evaluation
system. Supervisors to grade employees who are direct reports
 Reward employees i.e. bonus for quality efficient work
 Explain that you appreciate and value the business that
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/discounts
employees also be given chance to fill out feedback forms, surveys, suggestions
Select advertising media
 Participant demonstrates an knowledge of advertising media (four categories: print,
broadcast, online and specialty)
 Participant outlines a media plan with rationale for each medium selected
 Will this combination of media selected be effective in reaching the teams target
market?
 Did the participant provide cost/budget considerations for the advertising selected?
Select strategies for maintaining/building fan support
Sell a venue
 Did the participant discuss the importance of the promotional mix to sell a venue?
These techniques could include advertising, sales promotion, publicity, personal
selling, direct marketing
 This discussion might include the following:
o Target market awareness of new educational programs
o Facilitate prospect trial of new programs
o How to create a customer demand and preference for these programs
o Reminder advertising for these programs once program awareness is created
 Did participant select and justify specific examples of techniques to be used to sell
the venue?
These might include presentations, meetings, brochures, videos, direct-to-home, ecommerce etc..
2 Set marketing goals and objectives
 Need a clear understanding of the purpose. What is to be accomplished
 Must know what the measurable results will be. For example, the program will
increase sales by 10%
 Most important is being able to measure the results. In other words, if sales do
increase, how do we know it was because of our marketing program and not some
other factor?
Set sponsorship objectives
 to expand your audience beyond your fan base
 to raise funds and obtain products to be used before/during/after the event
 to promote the event as well as the product
 to develop relationships between the sport and the sponsoring organization
 to increase revenue and profit
 to give profile/image to the company
Track cost data
2 Use conflict resolution skills
The participant may demonstrate conflict resolution skills by:
 Clearly communicating the company’s policies and procedures
 Effectively listening to the customer’s concerns and questions
 Responding appropriately to the customer’s concerns and questions
 Actively seeking a solution that both parties are satisfied with
 Identifying when an approach or proposed solution is not working and suggest other
possibilities to solve the problem
 It is important to listen carefully to all sides of a situation
 Conflict can be constructive if handled properly. They could have just moved their
business without telling you and giving you an opportunity to fix the situation
 Work collaboratively with the staff to brainstorm possible solutions to the problem.
This way the staff will buy in to the solution. As well, they may have some clever
and creative ideas to solve it
It is possible to make both sides happy; they just need to be separated
2 Utilize resources that can contribute to professional development (e.g., trade
journals/periodicals, professional/trade associations, classes/seminars, trade shows, and
mentors)
A successful organization can generally trace its success to motivated employees. A look at
the synonyms for the word ‘motivated’ such as induce, move, provoke, prompt, and cause,
shows that without motivation at some level, nothing really gets started
However, motivating people can be difficult; there are no magic formulas or programs to
motivate individuals. Motivation is also personal. While one employee may appreciate time
off, the next may enjoy new challenges. The basic rule is to discover what your employees
want and create a way to give it to them or encourage them to earn it. Following this
principle should motivate your employees and allow them to become engaged in the success
of the campus and your department
2 Write informational messages
Unlike 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
messages
Depending 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 easily
Basic considerations when writing the message might include:
 Know your audience
 Know your purpose