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Rubrics Key This key is only meant to guide the judge in the Oral event. As a team and with your Series Director, discuss various scenarios and, as a consensus, decide on a model to follow. BSM Event 1 Answer Key PERFORMANCE INDICATORS 1. Handle customer/client complaints. The participant may suggest the following as a recommended process for handling customer complaints: Listen Take the customer aside to discuss the complaint Repeat the facts to show that you understand what the customer has stated Get assistance from a supervisor, if necessary Establish a plan that determines the next step Given these policies, the participant/operations manager might suggest that the contract should have stipulated their specifics requirements to the owner (judge) The participant may be innovative in devising new requirements in contract negotiations/policies for the owner so situations like this may be avoided in the future. Examples of such policies are: All striping of stall widths shall have the width to be painted explicitly stated in the contract Before contracts are signed; companies may have to provided various quotations to identify different scenarios: ex. most useable space allocations; adherence to regulations with regard to persons with disabilities, ease of use by patrons; and pricing strategies to reflect all of these options 2. Determine ways of reinforcing the company’s image through employee performance. The participant should identify the need for positive employee performance and mention some of the ideas listed below: Employee performance can reinforce a company’s image through suggestion selling, order processing and fulfillment, and effective selling skills. Suggestion selling is useful for making the customer happier with his/her original purchases Sales employees can improve customer satisfaction by the speed and care in which they handle orders, returns and refunds. Selling skills, such as an appropriate, pleasant greeting and a reassuring departure are useful tools in maintaining a good image Offer helpful comments during and after a sale and always thank the customer in order to build a good relationship Follow up on all promises made to a customer, and check on their level of satisfaction after a purchase Positive customer-client relations require compassionate and immediate action when dealing with complaints and inquiries. Acknowledgment of Burnside Medical Clinic’s complaints and concerns should occur immediately with an assurance that after a brief but needed review of the circumstances and situation, a follow up contact will ensue with details for rectifying their concerns. 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 4. Discuss the nature of customer relationship management. The participant should explain the nature of what this relationship is and between whom. This exists between customers and employees (at all levels) of the company Customer relationship management involves finding customers and keeping them satisfied through a variety of means. It is useful for developing and maintaining customer relationships. The sharing of customer information among businesses has led to privacy issues: the government has regulations protecting the privacy of consumers, including offering customers the option of being added to mailing lists. 5. Explain the nature of positive customer 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 Overall impression and response to the judge’s questions (Communication, Thinking/Inquiry) Were they able to think quickly and respond logically to your questions? Rational/logical explanation of the responses they formulated? Was there a variety of ideas? Were the ideas unique? Ability to link ideas? Vocabulary and grammar? Eye contact / Body Language! Handshake? During the course of the role-play, these questions are to be asked: 1. Would you please explain how the Canadians with Disabilities Act affects a business like STRAIGHT-LINE STRIPING? The participant should devise a logical answer from a business perspective. Responses may be but are not limited to the following: This act protects individuals with disabilities in ensuring that their needs are met in society This act should be a guideline which should be adhered to and respected by a company like StraightLine Striping; in that they should be considering the requirements of the Act when quoting and completing contracts 2. When our company contacts Burnside Medical Clinic to inform them of our decision to resolve the problem, how should we contact them – phone, e-mail or personal visit? Please explain. The participants should contact them with a personal visit. This will demonstrate to Burnside Medical the importance of them to Straight-Line Striping. If an e-mail or phone call is made, it may be interpreted that they are not that important of a client and a less than personal resolution will be satisfactory. Rubrics Key This key is only meant to guide the judge in the Oral event. As a team and with your Series Director, discuss various scenarios and, as a consensus, decide on a model to follow. BSM Event 2 Answer Key PERFORMANCE INDICATORS 1. Analyze the impact of technology on marketing. Participants should be able to demonstrate some of the significant impacts that technology has had in marketing and particularly as they apply to this situation. The participant’s address may include: Technology has created many new marketing strategies for goods and services Customer relationship management (CRM) involves finding customers and keeping them satisfied through a variety of means – database marketing – creating and maintaining customer lists – with technology these can be created with e-mail, on-line purchases, and web site visits – also on-line customer surveys The internet has increased a marketer’s ability to measure effectiveness, track customer buying behaviour, conduct research and manage data Market research can use technology to automate telephone research and provide interactive focus groups online Technology has provided new platforms for distribution and collection of information – on-line sales; Internet: social media; delivery of sales and promotions via smart phones 2. Determine factors affecting business risk. Participants should demonstrate knowledge of various causes of business risks. Topics of discussion may include: Risk is the possibility of incurring a loss Economic risks are those that can result in a financial loss Pure risk is one that presents the chance of loss but no opportunity for gain Speculative risks offer the chance to either gain or lose Some risks are controllable while others are not 3. Determine 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 Gross profit and net profit Gross profit – money left over after the cost of goods is subtracted from income from sales Net profit – money left over after operating expenses are subtracted from gross profit Factors that affect profit include demand for the good/service, expenses, prices, the economy and chance. To try to increase profit, a business can increase worker efficiency, increase sales and/or decrease expenses. 4. Explain the concept of marketing strategies. Participants should identify marketing strategies and what their purpose is. Marketing strategies are used to: develop a good or service Determine where to make the product or service available to a customer How much to charge for the good or service Determine how to make customers aware of the good or service Successful marketing strategies will ensure the product is available to the consumer in the right place, at the right time, for the right price 5. 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. Overall impression and response to the judge’s questions (Communication, Thinking/Inquiry) Was there a variety of reasons? Were the reasons justified? Ability to demonstrate reasoning? Were they able to think quickly and respond logically to your questions? Rational/logical explanation of the responses they formulated? Vocabulary and grammar? Eye contact / Body Language! Handshake? During the course of the role-play, these questions are to be asked: 1. Why would IMPRINT have allowed one client to be responsible for so much of its revenue? Participants should discuss the tendency for companies not to identify the specifics of their client base when all is going well and sales are growing on a steady basis. The fact that Epic Insurance had been a client for 12 years, the threat of them leaving may not have been on the radar. 2. To what extent has the Internet impacted printing companies like IMPRINT? The internet has had a huge impact on printing companies like IMPRINT. The ability for small businesses to manage their own printing needs on line has reduced the small client base for some printing companies. The focus for these companies now has been on larger accounts; to service them well and build a long term working relationship.