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