Criteria For:

Marketing Principles - Level 3

Marketing Principles - Level 3

Badge holder demonstrated understanding and skills in areas that include business law, channel management, communication skills, customer relations, economics, human resources management, marketing, market planning, operations, professional development, and selling.

Instructional Area: Business Law (BL)

Standard: Understands business's responsibility to know, abide by, and enforce laws and regulations that affect business operations and transactions

Performance Element: Apply knowledge of business ownership to establish and continue business operations.

Performance Indicators:
BL:003 Explain types of business ownership  (CS) LAP-BL-001

Instructional Area: Channel Management (CM)

Standard: Understands the concepts and processes needed to identify, select, monitor, and evaluate sales channels

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-002
CM:002 Explain the relationship between customer service and channel management  (CS)
CM:003 Explain the nature of channels of distribution  (CS) LAP-CM-003
CM:004 Describe the use of technology in the channel management function  (CS)

Instructional Area: Communication Skills (CO)

Standard: Understands the concepts, strategies, and systems used to obtain and convey ideas and information

Performance Element: Read to acquire meaning from written material and to apply the information to a task.

Performance Indicators:
CO:057 Analyze company resources to ascertain policies and procedures  (CS)

Performance Element: Apply active listening skills to demonstrate understanding of what is being said.

Performance Indicators:
CO:082 Explain communication techniques that support and encourage a speaker  (PQ)

Performance Element: Apply verbal skills to obtain and convey information.

Performance Indicators:
CO:084 Employ communication styles appropriate to target audience  (CS)
CO:061 Defend ideas objectively  (CS)
CO:114 Handle telephone calls in a businesslike manner  (CS)
CO:053 Participate in group discussions  (CS)

Performance Element: Record information to maintain and present a report of business activity.

Performance Indicators:
CO:085 Utilize note-taking strategies  (CS)
CO:086 Organize information  (CS)
CO:087 Select and use appropriate graphic aids  (CS)

Instructional Area: Customer Relations (CR)

Standard: Understands the techniques and strategies used to foster positive, ongoing relationships with customers

Performance Element: Foster positive relationships with customers to enhance company image.

Performance Indicators:
CR:004 Demonstrate a customer-service mindset  (CS) LAP-CR-004
CR:005 Reinforce service orientation through communication  (CS)
CR:006 Respond to customer inquiries  (CS)
CR:019 Adapt communication to the cultural and social differences among clients  (CS)
CR:007 Interpret business policies to customers/clients  (CS)

Performance Element: Resolve conflicts with/for customers to encourage repeat business.

Performance Indicators:
CR:009 Handle difficult customers  (CS) LAP-CR-009
CR:010 Handle customer/client complaints  (CS) LAP-CR-010

Performance Element: Reinforce company's image to exhibit the company's brand promise.

Performance Indicators:
CR:001 Identify company's brand promise  (CS) LAP-CR-006
CR:002 Determine ways of reinforcing the company's image through employee performance  (CS)

Instructional Area: Economics (EC)

Standard: Understands the economic principles and concepts fundamental to business operations

Performance Element: Acquire knowledge of the impact of government on business activities to make informed economic decisions.

Performance Indicators:
EC:008 Determine the relationship between government and business  (CS) LAP-EC-016
EC:072 Describe the nature of taxes  (SP) LAP-EC-027

Performance Element: Analyze cost/profit relationships to guide business decision-making.

Performance Indicators:
EC:013 Explain the concept of productivity  (CS) LAP-EC-018
EC:014 Analyze impact of specialization/division of labor on productivity  (SP) LAP-EC-007

Instructional Area: Human Resources Management (HR)

Standard: Understands the tools, techniques, and systems that businesses use to plan, staff, lead, and organize its human resources

Performance Element: Manage staff growth and development to increase productivity and employee satisfaction.

Performance Indicators:
HR:360 Orient new employees  (CS)

Instructional Area: Marketing (MK)

Standard: Understands the tools, techniques, and systems that businesses use to create exchanges and satisfy organizational objectives

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-004
MK:002 Describe marketing functions and related activities  (CS) LAP-MK-001

Instructional Area: Market Planning (MP)

Standard: Understands the concepts and strategies utilized to determine and target marketing strategies to a select audience

Performance Element: Develop marketing strategies to guide marketing tactics.

Performance Indicators:
MP:001 Explain the concept of marketing strategies  (CS) LAP-MP-002

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

Instructional Area: Operations (OP)

Standard: Understands the processes and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning

Performance Element: Adhere to health and safety regulations to support a safe work environment.

Performance Indicators:
OP:004 Describe health and safety regulations in business  (PQ)
OP:005 Report noncompliance with business health and safety regulations  (PQ)

Performance Element: Implement safety procedures to minimize loss.

Performance Indicators:
OP:006 Follow instructions for use of equipment, tools, and machinery  (PQ)
OP:007 Follow safety precautions  (PQ)
OP:008 Maintain a safe work environment  (CS)
OP:009 Explain procedures for handling accidents  (CS)
OP:010 Handle and report emergency situations  (CS)

Performance Element: Implement security policies/procedures to minimize chance for loss.

Performance Indicators:
OP:013 Explain routine security precautions  (CS)
OP:152 Follow established security procedures/policies  (CS)
OP:153 Protect company information and intangibles  (CS)

Performance Element: Implement purchasing activities to obtain business supplies, equipment, resources, and services.

Performance Indicators:
OP:015 Explain the nature and scope of purchasing  (CS) LAP-OP-002
OP:016 Place orders/reorders  (CS)
OP:031 Maintain inventory of supplies  (CS)

Performance Element: Understand production's role and function in business to recognize its need in an organization.

Performance Indicators:
OP:017 Explain the concept of production  (CS) LAP-OP-017

Instructional Area: Professional Development (PD)

Standard: Understands concepts, tools, and strategies used to explore, obtain, and develop in a business career

Performance Element: Participate in career planning to enhance job-success potential.

Performance Indicators:
PD:024 Explain employment opportunities in marketing  (CS) LAP-PD-021

Instructional Area: Selling (SE)

Standard: Understands the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities

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-117
SE:076 Explain the role of customer service as a component of selling relationships  (CS) LAP-SE-130
SE:932 Explain company selling policies  (CS) LAP-SE-121

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-131

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-126

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

Performance Indicators:
SE:110 Establish relationship with customer/client  (CS)
SE:111 Determine customer/client needs  (CS)
SE:114 Recommend specific product  (CS) LAP-SE-111

Performance Element: Process the sale to complete the exchange.

Performance Indicators:
SE:475 Calculate miscellaneous charges  (CS)
SE:459 Process special orders  (SP)
SE:461 Process telephone orders  (CS)