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Performance Element

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

Performance

Indicators


Explain the nature of marketing research (IM:010, IM LAP 5) (SP) (SUPPLEMENTAL)

Discuss the nature of marketing research problems/issues (IM:282, IM LAP 13) (SP) (SUPPLEMENTAL)






Unit


MARKETING-INFORMATION MANAGEMENT (cont’d)

Performance Element


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

Performance

Indicators


Describe methods used to design marketing research studies (i.e., descriptive, exploratory, and causal) (IM:284, IM LAP 14) (SP) (SUPPLEMENTAL)

Describe options businesses use to obtain marketing-research data (i.e., primary and secondary research) (IM:281, IM LAP 15) (SP) (SUPPLEMENTAL)

Discuss the nature of sampling plans (i.e., who, how many, how chosen) (IM:285) (SP) (SUPPLEMENTAL)

Performance Element


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

Performance

Indicators

Describe data-collection methods (e.g., observations, mail, telephone, Internet, discussion groups, interviews, scanners) (IM:289) (SP)

Explain characteristics of effective data-collection instruments (IM:418) (SP)

Describe types of scales (including rating scales such as Likert scales, semantic differential scales, behavior intention scales; and ranking scales such as paired comparison, forced choice, and comparative scale) (IM:286)



Unit

MARKET PLANNING





Performance Element

Employ marketing-information to develop a marketing plan.


Performance


Indicators

Explain the concept of marketing strategies (MP:001, MP LAP 2) (CS)

Explain the concept of market and market identification (MP:003, MP LAP 3) (CS)



Unit

PRICING




Performance Element


Develop a foundational knowledge of pricing to understand its role in marketing.


Performance Indicators


Explain the nature and scope of the pricing function (PI:001, PI LAP 2) (SP)

Describe the role of business ethics in pricing (PI:015) (SP)

Explain the use of technology in the pricing function (PI:016) (SP)

Explain legal considerations for pricing (PI:017) (SP)

Explain factors affecting pricing decisions (PI:002, PI LAP 3) (SP)




Unit

PRODUCT/SERVICE MANAGEMENT



Performance Element


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

Performance Indicators


Explain the nature and scope of the product/service management function
(PM:001, PM LAP 17) (SP)

Identify the impact of product life cycles on marketing decisions (PM:024) (SP)

Describe the use of technology in the product/service management function (PM:039) (SP)

Explain business ethics in product/service management (PM:040) (SP)



Performance Element


Apply quality assurances to enhance product/service offerings.


Performance Indicators


Describe the uses of grades and standards in marketing (PM:019, PM LAP 8) (CS)

Explain warranties and guarantees (PM:020, PM LAP 4) (CS)

Identify consumer protection provisions of appropriate agencies (PM:017) (SP) (SUPPLEMENTAL)

Performance Element


Employ product-mix strategies to meet customer expectations.


Performance Indicators


Explain the concept of product mix (PM:003, PM LAP 3) (SP)

Performance Element

Position products/services to acquire desired business image.


Performance Indicators


Describe factors used by marketers to position products/services (PM:042) (SP)

Explain the nature of product/service branding (PM:021, PM LAP 6) (SP)



Performance Element


Position company to acquire desired business image.




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