Students earning the HSB Principles of Marketing badge have developed knowledge and skills in functional areas of marketing that include channel management, marketing information management, market planning, pricing, product/service management, promotion, and selling.

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Instructional Area:Channel Management (CM)

Performance Element: Acquire foundational knowledge of channel management to understand its role in marketing.

Performance Indicators:
CM:001 Explain the nature and scope of channel management (CS) LAP-CM-001
CM:003 Explain the nature of channels of distribution (CS) LAP-CM-003

Instructional Area:Marketing-Information Management (IM)

Performance Element: Acquire foundational knowledge of marketing-information management to understand its nature and scope.

Performance Indicators:
IM:012 Describe the need for marketing data (CS) LAP-IM-012 IM:184 Identify data monitored for marketing decision making (SP) LAP-IM-184
IM:001 Explain the nature and scope of the marketing-information management function (SP) LAP-IM-001

Performance Element: Understand marketing-research activities to show command of their nature and scope.

Performance Indicators:
IM:010 Explain the nature of marketing research (SP) LAP-IM-010
IM:282 Discuss the nature of marketing research problems/issues (SP) LAP-IM-282

Performance Element: Understand marketing-research design considerations to evaluate their appropriateness for the research problem/issue.

Performance Indicators:
IM:284 Describe methods used to design marketing research studies (i.e., descriptive, exploratory, and causal) (SP) LAP-IM-284
IM:281 Describe options businesses use to obtain marketing research data (i.e., primary and secondary research) (SP) LAP-IM-281
IM:285 Discuss the nature of sampling plans (i.e., who, how many, how chosen) (SP) LAP-IM-285

Performance Element: Understand data-collection methods to evaluate their appropriateness for the research problem/issue.

Performance Indicators:
IM:289 Describe data-collection methods (e.g., observations, mail, diaries, telephone, Internet, discussion groups, interviews, scanners, tracking tools) (SP) LAP-IM-289

Instructional Area:Marketing (MK)

Performance Element: Understand marketing's role and function in business to facilitate economic exchanges with customers.

Performance Indicators:
MK:001 Explain marketing and its importance in a global economy (CS) LAP-MK-901
MK:002 Describe marketing functions and related activities (CS) LAP-MK-002
MK:023 Describe the use of technology in the marketing functions (SP)
MK:022 Discuss legal and ethical considerations in marketing (SP)

Instructional Area:Market Planning (MP)

Performance Element: Develop marketing strategies to guide marketing tactics.

Performance Indicators:
MP:001 Explain the concept of marketing strategies (CS) LAP-MP-001

Performance Element: Select target market appropriate for product/business to obtain the best return on marketing investment (ROMI).

Performance Indicators:
MP:003 Explain the concept of market and market identification (CS) LAP-MP-003

Performance Element: Employ marketing-information to plan marketing activities.

Performance Indicators:
MP:007 Explain the nature of marketing plans (SP) LAP-MP-007

Instructional Area:Pricing (PI)

Performance Element: Develop a foundational knowledge of pricing to understand its role.

Performance Indicators:
PI:001 Explain the nature and scope of the pricing function (SP) LAP-PI-001
PI:002 Explain factors affecting pricing decisions (SP) LAP-PI-902

Instructional Area:Product/Service Management (PM)

Performance Element: Acquire a foundational knowledge of product/service management to understand its nature and scope.

Performance Indicators:
PM:001 Explain the nature and scope of the product/service management function (SP) LAP-PM-017
PM:024 Identify the impact of product life cycles on marketing decisions (SP) LAP-PM-024

Performance Element: Apply quality assurances to enhance product/service offerings.

Performance Indicators:
PM:019 Describe the uses of grades and standards in marketing (CS) LAP-PM-019
PM:020 Explain warranties and guarantees (CS) LAP-PM-920

Performance Element: Employ product-mix strategies to meet customer expectations.

Performance Indicators:
PM:003 Explain the concept of product mix (SP) LAP-PM-003

Performance Element: Position company to acquire desired business image.

Performance Indicators:
PM:206 Explain the nature of corporate branding (SP) LAP-PM-206

Performance Element: Position products/services to acquire desired business image.

Performance Indicators:
PM:042 Describe factors used by marketers to position products/services (SP) LAP-PM-042
PM:021 Explain the nature of product/service branding (SP) LAP-PM-021

Instructional Area:Promotion (PR)

Performance Element: Acquire a foundational knowledge of promotion to understand its nature and scope.

Performance Indicators:
PR:001 Explain the role of promotion as a marketing function (CS) LAP-PR-901
PR:002 Explain the types of promotion (i.e., institutional, product) (CS) LAP-PR-902
PR:003 Identify the elements of the promotional mix (SP) LAP-PR-903

Performance Element: Understand promotional channels used to communicate with targeted audiences.

Performance Indicators:
PR:007 Explain types of advertising media (SP) LAP-PR-007

Instructional Area:Selling (SE)

Performance Element: Acquire a foundational knowledge of selling to understand its nature and scope.

Performance Indicators:
SE:017 Explain the nature and scope of the selling function (CS) LAP-SE-017
SE:076 Explain the role of customer service as a component of selling relationships (CS) LAP-SE-076

Performance Element: Acquire product knowledge to communicate product benefits and to ensure appropriateness of product for the customer.

Performance Indicators:
SE:062 Acquire product information for use in selling (CS) LAP-SE-062

Performance Element: Understand sales processes and techniques to enhance customer relationships and to increase the likelihood of making sales.

Performance Indicators:
SE:048 Explain the selling process (CS) LAP-SE-048