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Marketing Management

INTRODUCTION

This publication is designed to assist DECA members and their local chapter advisors in preparing for the Competency Based Competitive Events, (CBCE's) series. This document will be useful in preparing students for local, state and national competition by familiarizing them with the format, structure and evaluation tools used in national competition. This series of events is presented as an example of the types of events in which a student might expect to participate at the International Career Development Conference. The competitive events found herein, however, are not representative of all performance indicators that the student may be expected to demonstrate on the national level. A complete list of performance indicators upon which the events are written can be found at www.deca.org/celisting.html.

PURPOSES AND RATIONALE

The purposes of National DECA's competitive events are:

1. to contribute to the development of skills necessary for careers in marketing, merchandising, management and entrepreneurship

2. to evaluate student achievement of the skills through careful measurement devices (performance indicators)

3. to provide opportunities for student and team recognition

4. to provide constructive avenues for individual or team expression, initiative and creativity

5. to motivate students to assume responsibility for self-improvement and self-discipline

6. to provide a vehicle for students to demonstrate their acquired skills through individual and/or team activities

7. to assist students in acquiring a realistic self-concept through individual and/or team activities

8. to help students participate in an environment of cooperation and competition

9. to provide visibility for the educational goals and objectives of marketing education

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It should be emphasized that competitive events are only one of the many phases of the total DECA program of student activities and that DECA competitive events are only one of the strategies used in assisting students to develop the skills necessary to prepare for and advance in marketing, merchandising, management and entrepreneurship careers.

It is believed that competitive events are congruent with sound educational practices and enhance educational purposes. Therefore, DECA competitive events are learning activities designed to evaluate students' development of essential skills necessary for entry and/or advancement in the field of marketing. The DECA Competency Based Competitive Events Program facilitates effective integration of DECA as an integral component of the total marketing education instructional program.

To do this, competitive events are designed to enable students to engage in activities that will extend their interests and skills for a career in marketing and measure via performance indicators the degree to which performance indicators have already been acquired. In effect, the competitive events meet the goals of the marketing education curriculum by demonstrating occupational proficiency in a specific area of marketing, merchandising, management and entrepreneurship.

The performance indicators evaluated are selected from a list of tasks validated by industry representatives. Participants are not informed in advance of the performance indicators to be evaluated.

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PROCEDURE

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An individual series event consists of two major parts: a written comprehensive exam and two preliminary role-playing events. A third role-play activity will be given to finalists.

The comprehensive exam is a lOO-question multiple-choice test developed especially for each series based on the knowledge, skills and attributes associated with the particular occupation.

In the role-playing portion of the event, participants must accomplish a task by translating what they have learned into effective, efficient and spontaneous action.

The participant is given a written situation to review. It may indicate a product or service to sell, a merchandising decision or a problem in communication and interpersonal skills. Participants are allowed 10 minutes to review the situation and to develop a professional approach to solving the problem.

Up to 10 minutes are then allowed for the participant to be examined by a competent judge and asked to explain how (s)he would solve the situation or problem. The judge is a qualified business executive playing the role of second party in the situation. Following the examination, the judge evaluates the participants' responses and records the results on an evaluation form which has been developed specifically for each competitive event.

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PREPARATION

In order for DECA members to realize success in competition, DECA advisors are encouraged to carefully plan curriculum which will contribute to student success in CBCE's and to provide real world experiences specifically necessary in the occupational area for which the student has a career interest. Competency Based Competitive Events are intended to be a motivational tool used by the DECA advisor/marketing educator to encourage' student learning. The success of the member's participation in CBCE's directly relates to the experiences (s)he has gained in the classroom and/or at the training station.

As the local, district, state or national competitive event approaches, the advisors are encouraged to further prepare the competitor in tasks such as the following:

Prepare yourself mentally. The competitor should get sufficient sleep the night before competition so that (s)he will be mentally alert and able to concentrate on the activities.

Dress appropriately. Professional dress should be worn to all conference sessions. Please note:

Competitors at the ICDC must wear an official DECA blazer during interaction with the judges. Official DECA blazers are sold through DECA Images.

Follow the program agenda. Competitors should carefully follow the program agenda provided at the conference. (S)He should locate the event room beforehand and arrive at the site early enough to be acclimated to the environment, relaxed, etc. Competitors must be on time for each event.

Use preparation time wisely. Competitors should take advantage of the time provided for each activity of the event. During the written tests, the competitor should think through each item completely and carefully while gauging the time appropriately. If time allows, recheck the answers. While preparing for the role play events, competitors should use all the time allotted constructively.

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OCCUPATIONAL CATEGORY Marketing Management Series

INSTRUCTIONAL AREA

Business, Management and Entrepreneurship

PARTICIPANT INSTRUCTIONS

PROCEDURES

1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You wil1 have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will give an ID label to your adult assistant during the preparation time.

3. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge).

4. You will be evaluated on how well you meet the performance indicators of this event.

5. Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS

1. Describe marketing functions and related activities.

2. Identify ways that technology impacts business.

3. Describe current business trends.

4. Explain the nature of business plans.

j l 5. Develop strategies to achieve company goals/objectives.

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EVENT SITUATION

You are to assume the role of marketing consultant hired by the owner of THE SUPPLY CO. (judge). e The company's owner (judge) has hired you to provide strategies for improving sales.

THE SUPPLY CO. is a local, online/catalog factory outlet of computer software, office organizers, paper and other office supplies targeted to home-based businesses. Customers pay an annual membership fee and then take advantage of timely and convenient delivery, competitive prices and superior customer service. THE SUPPLY CO. regularly uses fax, direct mail and its Web site to promote its services to businesses in the local Chamber of Commerce.

All orders for products are received in the warehouse and are divided among five delivery associates who schedule and deliver the orders 24 hours a day, seven days a week. The warehouse has a significant inventory. But in an effort to maintain a high degree of customer service, delivery associates have the authority to purchase, from an approved retailer, products not available in the warehouse. Delivery associates are paid an hourly wage, plus mileage reimbursement, and have the opportunity to earn a commission on sales in excess of the customer's initial order.

In the past six months, sales have declined, and the company's return on investment has plunged to an all-time low of 2.3%. Possible factors contributing to the problem are:

• Limited new member accounts

• Small orders that do not cover the delivery expenses

• Stiff price competition

• A saturated market of office supplies

• A new warehouse club big-box retailer selling limited office supplies with deep discounts

The owner (judge) has hired you to give advice on strategies to improve sales. You will present your ideas in a role-play that will take place in the owner's (judge's) office. The owner (judge) will begin the role-play by greeting you and asking to hear your ideas. Once you have presented your suggestions and have answered the owner's (judge's) questions, the owner (judge) will conclude the roleplay by thanking you for your work.

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JUDGE'S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE'S ROLE

In preparation forthis event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators

3. Event Situation

4. Judge Role-Play Characterization

Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge's Evaluation Instructions

6. Judge's Evaluation Form

Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of the owner of THE SUPPLY CO. You have hired a marketing consultant (participant) to develop strategies for improving the company's sales.

THE SUPPLY CO. is a local, online/catalog factory outlet of computer software, office organizers, paper and other office supplies targeted to home-based businesses. Customers pay an annual membership fee and then take advantage of timely and convenient delivery, competitive prices and superior customer service. THE SUPPLY CO. regularly uses fax, direct mail and its Web site to promote its services to businesses in the local Chamber of Commerce.

All orders for products are received in the warehouse and are divided among five delivery associates who schedule and deliver the orders 24 hours a day, seven days a week. The warehouse has a significant inventory. But in an effort to maintain a high degree of customer service, delivery associates have the authority to purchase, from an approved retailer, products not available in the warehouse.

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Delivery associates are paid an hourly wage, plus mileage reimbursement, and have the opportunity to earn a commission on sales in excess of the customer's initial order.

In the past six months, sales have declined, and the company's return on investment has plunged to an all-time low of 2.3%. Possible factors contributing to the problem are:

• Limited new member accounts

• Small orders that do not cover the delivery expenses

• Stiff price competition

• A saturated market of office supplies

• A new warehouse club big-box retailer selling limited office supplies with deep discounts

You have hired the marketing consultant (participant) to provide strategies for improving sales. The consultant (participant) will present ideas in a role-play to take place in your office. You will begin the role-play by greeting the consultant (participant) and asking for the suggestions.

During the course of the role-play you are to ask the following questions of each participant:

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1. What will your suggestions cost?

2. How can we evaluate the effectiveness of your ideas?

3. What products/services could be added to assist our members?

Once the middle manager (participant) has presented the strategies and has answered your questions, you will conclude the role-play by thanking the middle manager (participant) for the work.

You are not to make any comments once the role-play is over except to thank the participant.

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JUDGE'S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge's Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation

Excellent

Good

Fair

Poor

Interpretation Level

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

Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.

Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.

Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.

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JUDGE'S EVALUATION FORM MMS

DID THE PARTICIPANT:

1. Describe marketing functions and related activities?

POOR FAIR GOOD

0,2

Attempts at describing marketing functions and related activities were weak and unclear.

4,6,8

10,12,14

EXCELLENT 16,18

Very effectively and thoroughly described marketing functions and related activities.

Adequately described mar- Effectively described marketing functions and related keting functions and related

activities.

activities.

2. Identify ways that technology impacts business?

POOR FAIR GOOD

0,2 4,6,8 10, 12, 14

Attempts at identifying ways Adequately identified ways

that technology impacts that technology impacts

business were unclear and business.

inadequate.

3. Describe current business trends?

POOR FAIR

0,2

Attempts at describing current business trends were unclear and vague.

4,6,8

Adequately described current business trends.

4. Explain the nature of business plans?

POOR FAIR

0,2

Attempts at explaining the nature of business plans were inadequate or unclear.

4,6,8

Adequately explained the nature of business plans.

Effectively identified ways that technology impacts business.

GOOD 10,12,14

EXCELLENT 16,18

Very effectively identified ways that technology impacts business.

EXCELLENT 16,18

Effectively described current Very effectively described

business trends. current business trends.

GOOD 10,12,14

Effectively explained the nature of business plans.

5. Develop strategies to achieve company goals/objectives? POOR FAIR GOOD

0,2

Attempts at developing strategies to achieve company goals/objectives were inadequate or unclear.

4,6,8

10,12,14

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EXCELLENT 16,18

Very effectively explained the nature of business plans.

EXCELLENT 16, 18

Adequately developed Effectively developed Very effectively developed

strategies to achieve cornpa- strategies to achieve compa- strategies to achieve

ny goals/objectives. ny goals/objectives. company goals/objectives.

6. Overall impression and response to the judge's questions?

POOR FAIR GOOD

0,1

2,3,4

5,6,7

Demonstrated few skills; Demonstrated limited ability Demonstrated the specified could not answer the judge's to link skills; answered the skills; answered the judge's

questions. judge's questions adequately. questions effectively.

Judge's Initials _

EXCELLENT 8,9,10

Demonstrated skills confidently and professionally; answered the judge's questions very effectively.

TOTAL SCORE _

6

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OCCUPATIONAL CATEGORY Marketing Management Series

INSTRUCTIONAL AREA Pricing

PARTICIPANT INSTRUCTIONS

PROCEDURES

1. The event will be presented to- you through your reading of these instructions, including the Performance Indicators Evaluated and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the Performance Indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will give an ID label to your adult assistant during the preparation time.

3. You will have up to 10 minutes to role-play your situation with ajudge (you may have more than one judge).

4. You will be evaluated on how well you meet the Performance Indicators of this event.

5. Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS EVALUATED

1. Explain the nature and scope of the pricing function.

2. Describe the role of business ethics in pricing.

3. Explain factors affecting pricing decisions.

4. Identify segmented pricing strategies that can be used to adjust base prices.

5. Adjust prices to maximize profitability.

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EVENT SITUATION

You are to assume the role of pricing manager for Union Southern Corp (USC), one of the largest t railroad companies in the United States. The president of USC (judge) needs your feedback on a pos-

sible increase in shipping prices.

Railroad freight is a major method of distribution, especially during the current economic boom. At the same time, fuel and labor costs have been rising dramatically. One result of the rise in fuel prices has been that trucking companies, the main competition to railroads, have raised their rates by five percent this year alone.

According to the experts, railroads currently have pricing power that they have not had in at least 10 years. Union Southern Corp's president (judge) stated recently that he was convinced "there are many opportunities to improve the bottom line through intelligent and appropriate pricing action that reflects the new supply-demand situation."

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The current conditions are new for Union Southern Corp. After the railroad industry was deregulated over 20 years ago, prices barely kept up with inflation. During that time, railroads cut labor costs by computerizing many jobs and switching to running more efficient trains that carry only one product. For example, 20 years ago USC had 10,000 employees; today you employ only about 5,000. Over the past 20 years, these changes have allowed USC to increase overall profits without much increase in shipping rates.

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In the last two years, however, labor unions have been able to increase the wages of the highly skilled and specialized employees still working for the railroads. In addition, diesel fuel costs have increased from 45 cents a gallon to about 90 cents.

Many people in the company strongly believe that shipping rates must rise. Several want increases immediately; others favor a more gradual approach, focusing on specific customers, commodities and routes. Importantly, more than half of railroad contracts contain clauses stating that the company must negotiate an escalation in prices. Therefore, any suggested rate hike will have to be examined thoroughly.

Of course, rail customers are not happy about the possibility of rising rates. Customers located in areas where trucking has become extremely difficult because of heavy highway traffic are especially concerned. Also, railroad mergers have caused more frequent service problems and have reduced competition in the rail industry. Many customers complain that railroad service is erratic and already too expensive.

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The president of Union Southern Corp (judge) has asked you to present a recommendation on , whether USC should dramatically raise its shipping rates. Your recommendation should take into consideration as many relevant variables as possible.

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You will present your ideas to the president (judge) in a role-play to take place in the company's headquarters. The president (judge) will begin the role-play by greeting you and asking to hear your recommendation along with its rationale. Once you have made your presentation and have answered the president's (judge's) questions, the president (judge) will conclude the role-play by thanking you for your recommendation.

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JUDGE'S INSTRUCTIONS

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DIRECTIONS, PROCEDURES AND JUDGE'S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators

3. Event Situation

4. Judge Role-play Characterization

Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge's Evaluation Instructions

6. Judge's Evaluation Form

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Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of president of Union Southern Corp (USC), one of the largest railroad companies in the United States. You have asked your pricing manager (participant) for feedback on a possible increase in shipping prices.

Railroad freight is a major method of distribution, especially during the current economic boom. At the same time, fuel and labor costs have been rising dramatically. One result of the rise in fuel prices has been that trucking companies, the main competition to railroads, have raised their rates by five percent this year alone.

According to the experts, railroads currently have pricing power that they have not had in at least 10 years. You have stated recently that he was convinced "there are many opportunities to improve the bottom line through intelligent and appropriate pricing action that reflects the new supply-demand situation."

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The current conditions are new for Union Southern Corp. After the railroad industry was deregulated over 20 years ago, prices barely kept up with inflation. During that time, railroads cut labor costs by computerizing many jobs and switching to running more efficient trains that carry only one product. For example,.20 years ago USC had 10,000 employees; today you employ only about 5,000. Over the past 20 years, these changes have allowed USC to increase overall profits even without much increase in shipping rates.

In the last two years, however, labor unions have been able to increase the wages of the highly skilled and specialized employees still working for the railroads. In addition, diesel fuel costs have increased from 45 cents a gallon to about 90 cents.

Many people in the company strongly believe that shipping rates must rise. Several want increases immediately; others favor a more gradual approach, focusing on specific customers, commodities and routes. Importantly, more than .half of railroad contracts contain clauses stating that the company must negotiate an escalation in prices. Therefore, any suggested rate hike will have to be examined thoroughly.

Of course, rail customers are not happy about the possibility of rising rates. Customers located in areas where trucking has become extremely difficult because of heavy highway traffic are especially concerned. Also, railroad mergers have caused more frequent service problems and have reduced competition in the rail industry. Many customers complain that railroad service is erratic and already too expensive.

You have asked your pricing manager (participant) to present a recommendation on whether USC should dramatically raise its shipping rates. The recommendation should take into consideration as many relevant variables as possible.

The pricing manager (participant) will present hislher ideas to you at a role-play to take place in the company's headquarters. You will begin the role-play by greeting the pricing manager (participant) and asking to hear the recommendation.

During the course of the role-play you are to ask the following questions of each participant:

1. If prices are increased, could this backfire and actually decrease our profits? Explain.

2. Will your recommendation offer a balance between the wishes of the company and the customers?

3. What future events would justify your decision and what future events might undermine your decision?

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4. How do past trends in the railroad industry support sour recommendation? In what ways is the new economic environment unlike the past?

Once the pricing manager (participant) has made his/her presentation and has answered your questions, you will conclude the role-play by thanking the pricing manager (participant) for the recommendation.

You are not to make any comment after the event is over except to thank the participant.

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JUDGE'S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge's Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency. .

Level of Evaluation

Interpretation Level

Excellent

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

Good

Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.

Fair

Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.

Poor

Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.

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DID THE PARTICIPANT:

JUDGE'S EVALUATION FORM MMS

1. Explain the nature and scope of the pricing function?

POOR FAIR GOOD

0, 2 4, 6, 8 10, 12, 14

Attempts at explaining the Adequately explained the

nature and scope of the pric- nature and scope of the pricing function were inadequate ing function.

or unclear.

2. Describe the role of business ethics in pricing?

POOR FAIR

0,2

Attempts at describing the role of business ethics in pricing were inadequate or unclear.

4,6,8

Adequately described the role of business ethics in pricing.

3. Explain factors affecting pricing decisions?

POOR FAIR

0,2

Attempts at explaining factors affecting pricing decisions were inadequate or unclear.

4,6,8

Adequately explained factors affecting pricing decisions.

Effectively explained the nature and scope of the pricing function.

Very effectively explained

GOOD 10,12,14

Effectively described the role of business ethics in pricing.

GOOD 10, 12, 14

EXCELLENT 16, 18

the nature and scope of the pricing function.

EXCELLENT 16,18

Very effectively described the role of business ethics in pricing.

EXCELLENT 16,18

Effectively explained factors Very effectively explained affecting pricing decisions. factors affecting pricing decisions.

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4. Identify segmented pricing strategies that can be used to adjust base prices?

POOR FAIR GOOD EXCELLENT

0, 2 4, 6, 8 10, 12, 14 16, 18

Attempts at identifying segmented pricing strategies that can be used to adjust base prices were inadequate or unclear.

Adequately identified segmented pricing strategies that can be used to adjust base prices.

5. Adjust prices to maximize profitability?

POOR FAIR

0,2

4,6,8

Attempts at adjusting prices Adequately adjusted prices

to maximize profitability to maximize profitability.

were inadequate or unclear.

Effectively identified segmented pricing strategies that can be used to adjust base prices.

GOOD 10,12,14

Very effectively identified segmented pricing strategies that can be used to adjust base prices.

EXCELLENT 16, 18

Effectively adjusted prices to Very effectively adjusted

maximize profitability. prices to maximize profitability.

6. Overall impression and response to the judge's questions?

POOR FAIR GOOD

0,1

2,3,4

5,6,7

Demonstrated few skills; Demonstrated limited ability Demonstrated the specified could not answer the judge's to link skills; answered the skills; answered the judge's

questions. judge's questions adequately. questions effectively.

Judge's Initials _

EXCELLENT 8,9,10

Demonstrated skills confidently and professionally; answered the judge's questions very effectively.

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TOTAL SCORE _

14

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OCCUPATIONAL CATEGORY Marketing Management Series

INSTRUCTIONAL AREA Professional Development

PARTICIPANT INSTRUCTIONS

PROCEDURES

1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will give an ID label to your adult assistant during the preparation time.

3. You will have up to 10 minutes to role-play your situation with ajudge (you may have more than one judge).

4. You will be evaluated on how well you meet the performance indicators of this event.

5. Tum in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS

1. 1. Explain the concept of self-esteem.

2. Identify sources of career information.

3. Utilize job-search strategies.

4. Utilize resources that can contribute to professional development (e.g., trade journals/ periodicals, professional/trade associations, classes/seminars, trade shows and mentors).

5. Explain the need for ongoing education as a worker.

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EVENT SITUATION

You are to assume the role of consultant for SMITH CONSULTING FIRM. You have been hired to develop a plan for the human resource director (judge) of a company that is forced to layoff workers as it downsizes.

SMITH CONSULTING FIRM provides information on how to inform people that they are being let go because of their company's financial difficulties. Your firm also offers assistance in developing a plan for each employee who is released. The company that you are consulting for is ABC COMPANY

ABC COMPANY has been very successful in the past employing as many as 1,000 people. About 250 of its employees have been with the company for more than 25 years, and another 250 people for more than 15 years. The company is now forced to downsize because the weak economy has caused a significant loss of profits for the past five years. The company will be forced to release 400 people, including some of its higher paid and most experienced employees. This layoff would allow ABC Company to keep 60% of its employees. Most of the people facing layoffs have not been out in the job market for some time and will need your advice. You need to teach ABC COMPANY how to inform the people who will be released; how to share information with those that they will retain so that production can continue; and how to counsel those released about reentering the job market with confidence.

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The human resource director (judge) would like to hear your recommendations on how to handle the layoffs/downsizing. Mainly, ABC COMPANY is very concerned with helping these employees enter the job market with confidence.

You will present your advice to the human resource director (judge) in a role-play to take place in the human resource director's (judge's) office. The human resource director (judge) will begin the role-play by greeting you and asking to hear your recommendations. Once you have made your presentation and have answered the human resource director's (judge's) questions, he/she will conclude the role-play by thanking you for your services.

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JUDGE'S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE'S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators

3. Event Situation

4. Judge Role-play Characterization

Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge's Evaluation Instructions

6. Judge's Evaluation Form

Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of human resource director for ABC COMPANY. You have hired a consultant (participant) from the SMITH CONSULTING FIRM to develop a plan that will help the company downsize and layoff workers.

SMITH CONSULTING FIRM provides information on how to inform people that they are being let go because of their company's financial difficulties. The firm also offers assistance in developing a plan for each employee who is released.

ABC COMPANY has been very successful in the past employing as many as 1,000 people. About 250 of its employees have been with the company for more than 25 years, and another 250 people for more than 15 years. The company is now forced to downsize because the weak economy has caused a significant loss of profits for the past five years. The company will be forced to release 400 people, including some of its higher paid and most experienced employees. This layoff would allow ABC Company to keep 60% of its employees. Most of the people facing layoffs have not been out

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in the job market for some time and will need good advice. The consultant (participant) is to explain

to you how to inform the people who will be released; how to share information with those that you . will retain so that production can continue; and how to counsel those released about reentering the ~ job market with confidence.

You are eager to hear the consultant's (participant's) recommendations on how to handle the layoffs/downsizing. Mainly, ABC COMPANY is very concerned with helping these employees enter the job market with confidence.

The consultant (participant) will present the recommendations to you in a role-play to take place in your office. You will begin the role-play by greeting the consultant (participant) and asking to hear the proposed plans.

During the course of the role-play you are to ask the following questions of each participant:

1. Why is self-esteem so important to these employees at this time?

2. How can we maintain good morale among those employees we are retaining?

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3. What is going to be the best resource for career information?

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Once the consultant (participant) has made his/her presentation and has answered your questions, you will conclude the role-play by thanking the consultant (participant) for hislher services.

You are not to make any comments after the event is over except to thank the participant.

•.. '. ~

o

18

JUDGE'S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge's Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event manager and the other judges to ensure complete .and common understanding for judging consistency.

Level of Evaluation

Interpretation Level

Excellent

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

Good

Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.

Fair

Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.

Poor

Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.

19

DID THE PARTICIPANT:

JUDGE'S EVALUATION FORM MMS

1. Explain the concept of self-esteem?

POOR FAIR

0,2

4,6,8

Attempts at explaining the Adequately explained the

concept of self-esteem were concept of self-esteem. inadequate or unclear.

2. Identify sources of career information?

POOR 0,2

Attempts at identifying sources of career information were inadequate or unclear.

FAIR 4,6,8

Adequately identified sources of career information.

3. Utilize job-search strategies?

POOR FAIR

6,x." ~

0,2

Attempts at utilizing jobsearch strategies were inadequate or unclear.

4,6,8

Adequately utilized jobsearch strategies.

GOOD 10, 12, 14

Effectively explained the concept of self-esteem.

GOOD 10, 12, 14

EXCELLENT 16,18

Very effectively explained the concept of self-esteem.

EXCELLENT 16,18

Effectively identified sources Very effectively identified

of career information. sources of career information.

GOOD 10,12,14

Effectively utilized jobsearch strategies.

4. Utilize resources that can contribute to professional development?

POOR FAIR GOOD

0,2

Attempts at utilizing resources that can contribute to professional development were inadequate or unclear.

4,6,8

10,12,14

EXCELLENT 16, 18

Very effectively utilized jobsearch strategies.

c

EXCELLENT 16, 18

Adequately utilized Effectively utilized resources Very effectively utilized

resources that can contribute that can contribute to profes- resources that can contribute to professional development. sional development. to professional development.

5. Explain the need for ongoing education as a worker?

POOR FAIR GOOD

0,2

Attempts at explaining the need for ongoing education as a worker were inadequate or unclear.

4,6,8

Adequately explained the need for ongoing education as a worker.

10,12,14

Effectively explained the need for ongoing education as a worker.

6. Overall impression and response to the judge's questions?

POOR 0,1

FAIR 2,3,4

GOOD 5,6,7

EXCELLENT 16,18

Very effectively explained the need for ongoing education as a worker.

EXCELLENT 8,9,10

Demonstrated few skills; Demonstrated limited ability Demonstrated the specified Demonstrated skills conficould not answer the judge's to link skills; answered the skills; answered the judge's dently and professionally;

questions. judge's questions adequately. questions effectively. answered the judge's questions very effectively .

#:, . '

Judge's Initials _

TOTAL SCORE _

20

- ,~

OCCUPATIONAL CATEGORY Marketing Management Series

INSTRUCTIONAL AREA Promotion

PARTICIPANT INSTRUCTIONS

PROCEDURES

1. The event will be presented to- you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will give an ID label to your adult assistant during the preparation time.

3. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge).

4. You will be evaluated on how well you meet the performance indicators of this event.

5. Tum in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS EVALUATED

1. Explain the communication process used in promotion.

2. Describe the use of business ethics in promotion.

3. Write a news release.

4. Obtain publicity,

5. Develop a public relations plan.

21

EVENT SITUATION

You are to assume the position of publicist for a well-respected pharmaceutical company, PHARMAMED. The company's director of marketing (judge) has asked you to develop a plan for addressing negative press about a new drug.

PHARMAMED produces a drug, Xoraphane, used to relieve arthritis pain. Doctors usually prescribe it to senior citizens because it has mild side effects. However, recent stories on evening news programs and in newspaper editorials are questioning the safety of Xoraphane. In the first nine months of its release, there have been six hospitalizations of otherwise healthy people who were taking Xoraphane. The media is suggesting that the drug is responsible because, while these people were older than 55, all of them exercised regularly, and they showed no other signs of poor health. At this point, officials have not concluded that Xoraphane is the cause of the hospitalizations, and your company is reviewing test results from before the drug went on the market.

The director of marketing (judge) of PHARMAMED contacted you after the news story ran on television and is meeting with you to review procedures for handling this situation. The director (judge) wants you to write a statement to release to the press and to discuss when and how to send it out. Also, you are to tell the director (judge) what other actions should be taken to protect the good names of Xoraphane and PHARMAMED.

You will present the press release and other advice to the marketing director (judge) in a role-play to take place in the director's (judge's) office. The director (judge) will begin the role-play by asking you to share your ideas. After you have made your presentation and have answered the director's (judge's) questions, the director (judge) will conclude the role-play by thanking you for your work.

c

22

JUDGE'S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE'S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators

3. Event Situation

4. Judge Role-play Characterization

Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge's Evaluation Instructions

6. Judge's Evaluation Form

Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of director of marketing for a well-respected pharmaceutical company, PHARMAMED. You have asked the company's publicist (participant) to develop a plan to address current negative press about a new drug.

PHARMAMED produces a drug, Xoraphane, used to relieve arthritis pain. Doctors usually prescribe it to senior citizens because it has mild side effects. However, recent stories on evening news programs and in newspaper editorials are questioning the safety of Xoraphane. In the first nine months of its release, there have been six hospitalizations of otherwise healthy people who were taking Xoraphane. The media is suggesting that the drug is responsible because, while these people were older than 55, all of them exercised regularly, and they showed no other signs of poor health. At this point, officials have not concluded that Xoraphane is the cause of the hospitalizations, and your company is reviewing test results from before the drug went on the market.

You contacted your publicist (participant) after the news story ran on television, and you are meeting with himlher to review procedures for handling this situation. You want the publicist (participant)

23

C','.:.'

.

..

to write a statement to release to the press and to discuss when and how to send it out. Also, you want

the publicist (participant) to advise you on what other actions should be taken to protect the good I\,~' names of Xoraphane and PHARMAMED. '--'

The publicist (participant) will present the press release and other ideas in a role-play to take place in your office. You will begin the role-play by asking the publicist (participant) to share his/her information.

During the course of the role-play you are to ask the following questions of each participant:

1. How effective do you think we can be in downplaying this since the officials have not even concluded that our drug is at fault?

2. Why is it best to do a news release at the timing you suggested?

3. What can we do to prepare ourselves better in the future for this type of situation?

Once the publicist (participant) has made a presentation and has answered your questions, you will conclude the role-play by thanking himlher for the input.

You are not to make any comments after the event is over except to thank the participant.

c

24

JUDGE'S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge's Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation

Excellent

Good

Fair

Poor

Interpretation Level

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

Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.

Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.

Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.

25

DID THE PARTICIPANT:

JUDGE'S EVALUATION FORM MMS

1. Explain the communication process used in promotion? POOR FAIR GOOD

0,2

Attempts at explaining the communication process used in promotion were inadequate or unclear.

4,6,8

EXCELLENT 16,18

10,12,14

in promotion.

Adequately explained the Effectively explained the Very effectively and clearly

communication process used communication process used explained the comrnunica-

in promotion.

tion process used in promotion.

2. Describe the use of business ethics in promotion?

POOR FAIR GOOD

0,2

4,6,8

Attempts at describing the Adequately described the

use of business ethics in pro- use of business ethics in

motion were inadequate or promotion.

unclear.

3. Write a news release?

POOR FAIR

0,2

Attempts at writing a news release were inadequate or unclear.

4. Obtain publicity? POOR

0,2

Attempts at obtaining publicity were inadequate or unclear.

4,6,8

Wrote an adequate news release.

FAIR 4,6,8

Adequately obtained publicity.

5. Develop a public relations plan?

POOR FAIR

0,2

Attempts at developing a public relations plan were inadequate or unclear.

4,6,8

Adequately developed a public relations plan.

EXCELLENT 16,18

10,12,14

Effectively described the use Very effectively and clearly

of business ethics in described the use of business

promotion.

ethics in promotion.

GOOD EXCELLENT
10,12,14 16,18
Wrote an effective news Wrote a very effective news
release. release. c
GOOD EXCELLENT
10,12,14 16,18
Effectively obtained Very effectively obtained
publicity. publicity. GOOD 10,12,14

Effectively developed a public relations plan.

EXCELLENT 16,18

Very effectively developed a public relations plan.

6. Overall impression and response to the judge's questions?

POOR FAIR GOOD

0,1 Demonstrated few skills; Demonstrated limited ability Demonstrated the specified Demonstrated skills conficould not answer the judge's to link skills; answered the skills; answered the judge's dently and professionally;

questions. judge's questions adequately. questions effectively. answered the judge's questions very effectively .

•. : ...• "

2,3,4

Judge's Initials _

EXCELLENT 8,9,10

5,6,7

TOTAL SCORE _

26

I" I\, "

"fl',

\_ ,

OCCUPATIONAL CATEGORY Marketing Management Series

INSTRUCTIONAL AREA Selling

PARTICIPANT INSTRUCTIONS

PROCEDURES

1. The event will be presented to -you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will give an ID label to your adult assistant during the preparation time.

3. You will have up to 10 minutes to role-play your situation with ajudge (you may have more than one judge).

4. You will be evaluated on how well you meet the performance indicators of this event.

5. Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS EVALUATED

1. Establish a relationship with client/customer.

2. Assess customer/client needs.

3. Recommend specific product/service.

4. Convert customer/client objections into selling points.

5. Close the sale.

27

EVENT SITUATION

You are to assume the role of a regional manager for a nationwide (non-unionized) delivery service, ON TIME DELIVERY (OTD). OTD has an excellent reputation in the delivery service industry, with an exceptional staff of drivers and quality trucks. As part of your job, you are always trying to be pro-active in developing sales leads. Recently, you heard of a potential relationship with the outdoor catalog order business, W.D. Smith.

W.D. Smith is a famous catalog order business that specializes in outdoor gear. Their product line ranges from outdoor clothing, coats and boots to tents and outdoor activity gear. While W.D. Smith has been successful for many years, sales have skyrocketed with the introduction of the Internet to the business.

It is late summer, and W.D. Smith is looking ahead to the upcoming holiday season. This is obviously their busy time. W.D. Smith has a package delivery service contract with Speedy Delivery for all of their delivery needs. Currently, they are shipping an average of 300 packages per day. During the upcoming busy season, this will jump to 1,000 or more per day.

Speedy Delivery is currently involved in union labor negotiations that may lead to a strike in November. While in a similar situation five years ago, the drivers were on strike for six weeks. If this happens this year, W.D. Smith will be in trouble. It is critical for them to have a substitute carrier in place should the strike occur.

(

You are to make a sales presentation to the operations manager (judge) ofW.D. Smith. At stake is a possible contract for your company as a backup delivery service. Your long-term goal is to obtain W.D. Smith as a permanent new client.

Your prices are competitive with Speedy Delivery. You are also authorized to implement a volume discount policy for W.D. Smith similar to the discount pricing they receive from Speedy Delivery. Your company and Speedy Delivery incur the same cost per delivery expenses--$4.40 to ship a fivepound package-that are normal for the industry. Unfortunately, while Speedy Delivery offers worldwide service, currently OTD only offers service within North America. OTD does have an excellent delivery rating.

The sales presentation will take place in W.D. Smith's operations manager's (judge's) office. The manager (judge) will begin the role-play by greeting you. Once you have made your presentation and have answered the manager's (judge's) questions, you are to conclude the role-play by stating that you will consider his proposal.

28

~ .. (. "

'-

JUDGE'S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE'S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators

3. Event Situation

4. Judge Role-play Characterization

Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge's Evaluation Instructions

6. Judge's Evaluation Form

Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of operations manager for W.D. Smith, a famous catalog order business that specializes in outdoor gear. Your product line ranges from outdoor clothing, coats and boots to tents and outdoor activity gear. While W.D. Smith has been successful for many years, sales have skyrocketed with the introduction of the Internet to the business.

It is late summer, and you are looking ahead to the upcoming holiday season. This is obviously your busy time. You have a contract with Speedy Delivery, a package delivery service, for all of your delivery needs. Currently, you are shipping an average of 300 packages per day. During the upcoming busy season, this will jump to 1,000 or more per day.

Speedy Delivery is currently involved in union labor negotiations that may lead to a strike in November. While in a similar situation five years ago, the drivers were on strike for six weeks. If this happens this year you will be in trouble. It is critical for you to have a substitute carrier in place should the strike occur.

29

f

You have a meeting scheduled with a regional manager (participant) for a nationwide (non-unionized) delivery service, ON TIME DELIVERY (OTD). OTD has an excellent reputation in the delivery service industry, with an exceptional staff of drivers and quality trucks.

The regional manager (participant) for OTD is to make a sales presentation to you. While you have scheduled the meeting to possibly contract with OTD as a backup delivery service, you also suspect that the manager's (participant's) long-term goal is to obtain W.D. Smith as a permanent new client.

OTD prices are competitive with Speedy Delivery. You also expect to receive a volume discount from OTD similar to the discount pricing you receive from Speedy Delivery. OTD and Speedy Delivery incur the same cost per delivery expenses--$4.40 to ship a five-pound package-that are normal for the industry. Unfortunately, while Speedy Delivery offers worldwide service, currently OTD only offers service within North America. OTD does have an excellent delivery rating.

The sales presentation will take place in your office. You are to begin the role-play by greeting the regional manager (participant).

During the course of the role-play you are to ask the following questions of each participant:

1. Why do you think it is necessary for us to sign a contract now for something that may never

~~? (

2. We do have some overseas orders. How will you deal with those? There are other companies we could use that do offer worldwide service.

3. Complaints from our customers on our shipping are very minimal. Is there a reason that we should change shipping companies permanently when a strike is a rare occurrence?

Once the regional manager (participant) has made hislher presentation and has answered your questions, you are to conclude the role-play by stating that you will consider hislher proposal.

You are not to make any comments after the event is over except to thank the participant.

15 ,

30

JUDGE'S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge's Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation

Excellent

Good

Fair

Poor

Interpretation Level

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

Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.

Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.

Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.

31

#; ~<'.

DID THE PARTICIPANT:

JUDGE'S EVALUATIO~ FORM MMS

1. Establish a relationship with client/customer?

POOR FAIR

0,2

Attempts at establishing a relationship with the client/customer were inadequate ..

4,6,8

Adequately established a relationship with the clien t/customer.

2. Assess customer/client needs?

POOR 0,2

Attempts at assessing customer/client needs were inadequate or unclear.

FAIR 4,6,8

Adequately assessed customerlclient needs.

3. Recommend specific product/service?

POOR FAIR

0,2

4,6,8

GOOD 10,12,14

Effectively established a relationship with the client/customer.

GOOD 10, 12, 14

Effectively assessed customer/client needs.

GOOD 10,12, 14

Attempts at recommending a Adequately recommended a Effectively recommended a

specific product/service specific product/service. specific product/service.

were inadequate or unclear.

4. Convert customer/client objections into selling points?

POOR FAIR GOOD

0,2

Attempts at converting customer/client objections into selling points were inadequate or unclear.

5. Close the sale? POOR

0,2

Attempts at closing the sale were inadequate.

4,6,8

Adequately converted customer/client objections into selling points.

FAIR 4,6,8

Adequately closed the sale.

10,12,14

Effectively converted customer/client objections into selling points.

GOOD 10,12,14

Effectively closed the sale.

6. Overall impression and response to the judge's questions?

POOR FAIR GOOD

0,1

2,3,4

5,6,7

EXCELLENT 16,18

Very effectively established a relationship with the client/customer.

EXCELLENT 16, 18

Very effectively assessed customer/client needs.

EXCELLENT 16,18

Very effectively recommended a specific product/service.

(

EXCELLENT 16,18

Very effectively converted customer/client objections into selling points.

EXCELLENT 16,18

Very effectively closed the sale.

EXCELLENT 8,9,10

Demonstrated few skills; Demonstrated limited ability Demonstrated the specified Demonstrated skills conficould not answer the judge's 10 link skills; answered the skills; answered the judge's dently and professionally;

questions. judge's questions adequately. questions effectively. answered the judge's questions very effectively.

Judge's Initials _

TOTAL SCORE _

32

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