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.

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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)