2011DECAOntarioRegionals

ASM
EventA

CAREERCLUSTER
Marketing
CAREERPATHWAY
MarketingManagement
INSTRUCTIONALAREA
Promotion

AUTOMOTIVESERVICESMARKETINGSERIESEVENT
PARTICIPANTINSTRUCTIONS
PROCEDURES
1. Theeventwillbepresentedtoyouthroughyourreadingoftheseinstructions,includingthe
PerformanceIndicatorsandEventSituation.Youwillhaveupto10minutestoreviewthis
informationtodeterminehowyouwillhandletheroleplaysituationanddemonstratethe
performanceindicatorsofthisevent.Duringthepreparationperiod,youmaymakenotesto
useduringtheroleplaysituation.
2. Youwillhaveupto10minutestoroleplayyoursituationwithajudge(youmayhavemore
thanonejudge).
3. Youwillbeevaluatedonhowwellyoumeettheperformanceindicatorsofthisevent.
4. Turninallyournotesandeventmaterialswhenyouhavecompletedtheroleplay.
PERFORMANCEINDICATORS
1. Explaintheroleofpromotionasamarketingfunction.
2. Explainthenatureofapromotionalplan.
3. Explainkeyfactorsinbuildingaclientele.
4. Explaintheroleofcustomerserviceasacomponentofsellingrelationships.

Published2012byDECARelatedMaterials.Copyright2012byDECAInc.Nopartofthispublicationmaybe
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EventXX

5. Identifyproducts/servicescompetitiveadvantage.

2011DECAOntarioRegionals

ASM
EventA

EVENTSITUATION
YouaretoassumetheroleofmarketingmanageratalocalSAPPHIREMOTORSdealership.The
ownerofthelocaldealership(judge)hasaskedyoutodevelopapromotionplanthatwillresult
inmorecustomersbringingtheirvehiclesintotheSAPPHIREMOTORSdealershipservicecenter
forrepairsratherthanusingdiscountservicecenters.
SAPPHIRE MOTORS sells American manufactured automobiles. The company provides ten
differentmodelsofautomobilestofiteveryneedoftheconsumer.Reasonablypriced,ranked
highinreliabilityandtopnotchcustomerservicehasmade SAPPHIRE MOTORS asuccessyear
afteryear,evenduringthetougheconomictimes.
In addition to selling American manufactured automobiles, the local SAPPHIRE MOTORS
dealershipalsohousesaservicecenterforautomobilerepairs.Everyautomobilerepairemployee
working at the service center is a certified automotive service technician (ASE certified),
specializing in internal and external repairs to SAPPHIRE vehicles. The technicians undergo
annualtrainingtolearnaboutallnewmodelyearchanges.Whilethepricesforrepairsatthe
SAPPHIREMOTORSservicecenterarehigherthanotherlocalrepairshopsandservicecenters,the
SAPPHIREMOTORSservicecenteristheonlythatguaranteesrepairs.
Theownerofthelocal SAPPHIRE MOTORS dealership(judge)isupsetbecausemoreandmore
customersarechoosingtousediscountrepairshopsforservicingtheirSAPPHIREvehicles,rather
thanusingtheSAPPHIREMOTORSservicecenter.Theowner(judge)feelsthatthecustomersare
basingthatdecisionsimplyonprice,anddonotrealizetheadvantagesofhavingtheirvehicles
repairedandservicedattheSAPPHIREMOTORSservicecenter.Theowner(judge)wantsyouto
developapromotionalplanthatwillbringinmorebusinesstothe SAPPHIRE MOTORS service
center. The owner (judge) would also like you to create a tagline that will be used in all
promotions.
Youwillpresentthepromotionalplanandtaglinetotheowner(judge)inaroleplaytotake
placeintheowners(judges)office.Theowner(judge)willbegintheroleplaybygreetingyou
andaskingtohearyourideas.Afteryouhavepresentedthepromotionalplanandtaglineand
haveansweredtheowners(judges)questions,theowner(judge)willconcludetheroleplayby
thankingyouforyourwork.

2011DECAOntarioRegionals

ASM
EventA

JUDGESINSTRUCTIONS
DIRECTIONS,PROCEDURESANDJUDGESROLE
In preparation for this event, you should review the following information with your event
managerandotherjudges:
1. Procedures
2. PerformanceIndicators
3. EventSituation
4. JudgeRoleplayCharacterization
Participantsmayconductaslightlydifferenttypeofmeetingand/ordiscussionwithyou
eachtime;however,itisimportantthattheinformationyouprovideandthequestions
youaskbeuniformforeveryparticipant.
5. JudgesEvaluationInstructions
6. JudgesEvaluationForm
Pleaseuseacriticalandconsistenteyeinratingeachparticipant.
JUDGEROLEPLAYCHARACTERIZATION
YouaretoassumetheroleofownerofalocalSAPPHIREMOTORS dealership.Youhaveasked
the marketing manager (participant) to develop a promotion plan that will result in more
customers bringing their vehicles into the SAPPHIRE MOTORS dealership service center for
repairsratherthanusingdiscountservicecenters.
SAPPHIRE MOTORS sells American manufactured automobiles. The company produces ten
differentmodelsofautomobilestofiteveryneedoftheconsumer.Reasonablypriced,ranked
highinreliabilityandtopnotchcustomerservicehasmade SAPPHIRE MOTORS asuccessyear
afteryear,evenduringthetougheconomictimes.
In addition to selling American manufactured automobiles, the local SAPPHIRE MOTORS
dealershipalsohousesaservicecenterforautomobilerepairs.Everyautomobilerepairemployee
working at the service center is a certified automotive service technician (ASE certified),
specializing in internal and external repairs to SAPPHIRE vehicles. The technicians undergo
annualtrainingtolearnaboutallnewmodelyearchanges.Whilethepricesforrepairsatthe
SAPPHIREMOTORSservicecenterarehigherthanotherlocalrepairshopsandservicecenters,the
SAPPHIREMOTORSservicecenteristheonlythatguaranteesrepairs.

2011DECAOntarioRegionals

ASM
EventA

Youareupsetbecausemoreandmorecustomersarechoosingtousediscountrepairshopsfor
servicingtheirSAPPHIREvehicles,ratherthanusingtheSAPPHIREMOTORSservicecenter.You
feelthatthecustomersarebasingthatdecisionsimplyonprice,anddonotrealizetheadvantages
ofhavingtheirvehiclesrepairedandservicedattheSAPPHIREMOTORSservicecenter.Youwant
the marketing manager (participant) to develop a promotional plan that will bring in more
businesstothe SAPPHIREMOTORSservicecenter.Youwouldalsolikethemarketingmanager
(participant)tocreateataglinethatwillbeusedinallpromotions.
Themarketingmanager(participant)willpresentthepromotionalplanandtaglinetoyouina
roleplaytotakeplaceinyouroffice.Youwillbegintheroleplaybygreetingthemarketing
manager(participant)andaskingtohearabouthis/herideas.
Duringthecourseoftheroleplayyouaretoaskthefollowingquestionsofeachparticipant:
1. Is it better to target only Sapphire vehicle owners, or should the promotion be
targetedtoallvehicleowners?
2. Ifwearehavingsuccesswithourvehiclesales,whyisitimportantthatwehave
successinourservicecentersales?
Oncethemarketingmanager(participant)haspresentedthepromotionalplanandtaglineandhas
answeredyourquestions,youwillconcludetheroleplaybythankingthemarketingmanager
(participant)forthework.
Youarenottomakeanycommentsaftertheeventisoverexcepttothanktheparticipant.

2011DECAOntarioRegionals

ASM
EventA

JUDGESEVALUATIONINSTRUCTIONS
EvaluationFormInformation
The participants are to be evaluated on their ability to perform the specific performance
indicatorsstatedonthecoversheetofthiseventandrestatedontheJudgesEvaluationForm.
Althoughyoumayseeotherperformance indicators beingdemonstrated bythe participants,
thoselistedinthePerformanceIndicatorssectionarethecriticalonesyouaremeasuringforthis
particularevent.
EvaluationFormInterpretation
Theevaluation levels listedbelow andtheevaluation rating procedures shouldbediscussed
thoroughlywithyoureventchairpersonandtheotherjudgestoensurecompleteandcommon
understandingforjudgingconsistency.
LevelofEvaluation

InterpretationLevel

ExceedsExpectations

Participantdemonstrated theperformanceindicator in
an extremely professional manner; greatly exceeds
business standards; would rank in the top 10% of
business personnel performing this performance
indicator.

MeetsExpectations

Participantdemonstrated theperformanceindicator in
an acceptable and effective manner; meets at least
minimalbusinessstandards;therewouldbenoneedfor
additionalformalizedtrainingatthistime;wouldrank
in the 7089th percentile of business personnel
performingthisperformanceindicator.

BelowExpectations

Participant demonstrated the performance indicator

with limited effectiveness; performance generally fell
below minimalbusinessstandards;additionaltraining
would be required to improve knowledge, attitude
and/or skills; would rank in the 5069 th percentile of
business personnel performing this performance
indicator.

Little/NoValue

Participant demonstrated the performance indicator

withlittleornoeffectiveness;agreatdealofformal
training would be needed immediately; perhaps this

2011DECAOntarioRegionals

ASM
EventA
personshouldseekotheremployment;wouldrankin
the049th percentileofbusinesspersonnelperforming
thisperformanceindicator.

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SCORESONTHESCANTRONSHEETPROVIDED.

JUDGESEVALUATIONFORM
ASMREGIONALSEVENTA

DIDTHEPARTICIPANT:
1.Explaintheroleofpromotionasamarketingfunction?
Little/NoValue
0,1,2,3,4,5
Attemptstoexplaintherole
ofpromotionasamarketing
functionwereinadequateor
weak.

BelowExpectations
6,7,8,9,10,11
Adequatelyexplainedthe
roleofpromotionasa
marketingfunction.

MeetsExpectations
12,13,14,15
Effectivelyexplainedthe
roleofpromotionasa
marketingfunction.

ExceedsExpectations
16,17,18
Veryeffectivelyexplainedthe
roleofpromotionasa
marketingfunction.

MeetsExpectations
12,13,14,15
Effectivelyexplainedthe
natureofapromotionalplan.

ExceedsExpectations
16,17,18
Veryeffectivelyexplainedthe
natureofapromotionalplan.

MeetsExpectations
12,13,14,15
Effectivelyexplainedkey
factorsinbuildinga
clientele.

ExceedsExpectations
16,17,18
Veryeffectivelyexplainedkey
factorsinbuildingaclientele.

2.Explainthenatureofapromotionalplan?
Little/NoValue
0,1,2,3,4,5
Attemptstoexplainthe
natureofapromotionalplan
wereinadequateorweak.

BelowExpectations
6,7,8,9,10,11
Adequatelyexplainedthe
natureofapromotionalplan.

3.Explainkeyfactorsinbuildingaclientele?
Little/NoValue
0,1,2,3,4,5
Attemptstoexplainkey
factorsinbuildingaclientele
wereweakorincorrect.

BelowExpectations
6,7,8,9,10,11
Adequatelyexplainedkey
factorsinbuildinga
clientele.

4.Explaintheroleofcustomerserviceasacomponentofsellingrelationships?
Little/NoValue
0,1,2,3,4,5
Attemptstoexplaintherole
ofcustomerserviceasa
componentofselling
relationshipswere
inadequateorunclear.

BelowExpectations
6,7,8,9,10,11
Adequatelyexplainedthe
roleofcustomerserviceasa
componentofselling
relationships.

MeetsExpectations
12,13,14,15
Effectivelyexplainedthe
roleofcustomerserviceasa
componentofselling
relationships.

ExceedsExpectations
16,17,18
Veryeffectivelyexplainedthe
roleofcustomerserviceasa
componentofselling
relationships.

5.Identifyproducts/servicescompetitiveadvantage?
Little/NoValue
0,1,2,3,4,5
Attemptstoidentify
products/services
competitiveadvantagewere
inadequateorweak.

BelowExpectations
6,7,8,9,10,11
Adequatelyidentified
products/services
competitiveadvantage.

MeetsExpectations
12,13,14,15
Effectivelyidentified
products/services
competitiveadvantage.

ExceedsExpectations
16,17,18
Veryeffectivelyidentified
products/servicescompetitive
advantage.

6.Overallimpressionandresponsetothejudgesquestions.
Little/NoValue
0,1,2
Demonstratedfewskills;
couldnotanswerthejudges

BelowExpectations
3,4,5
Demonstratedlimitedability
tolinksomeskills;answered

MeetsExpectations
6,7,8
Demonstratedthespecified
skills;answeredthejudges

ExceedsExpectations
9,10
Demonstratedskillsconfidently
andprofessionally;answered

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SCORESONTHESCANTRONSHEETPROVIDED.

questions.

thejudgesquestions
adequately.

questionseffectively.

JudgesInitials

thejudgesquestionsvery
effectivelyandthoroughly.

TOTALSCORE