SUMMATIVE ASSESSMENTS

NATIONAL DIPLOMA: MARKETING MANAGEMENT

ID 61593 - LEVEL 5 – CREDITS 243

IDENTIFY PRODUCT FEATURES, ADVANTAGES AND BENEFITS TO THE CUSTOMER

US ID: 10045

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Learner Information (Please Complete this Section)
Name & Surname:
ID Number
Tel/Cellphone Number
Email Address
Organisation/Venue:
Workplace Unit/Dept:
Facilitator Name:
Date Started
Date completed

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Declaration

I(Learner)…………………………………………………………………………………………….herewith
declare that I am ready for the assessment, that we have reviewed the assessment preparation and plan, I
understand the assessment process and I am happy that the assessment will be conducted in a fair manner.
Learner Signature: Date:

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 Assessor Information

Name:

Surname:

Date:

Contact telephone No:

Assessor No:

ID

Moderator Information

Name:

Surname:

Date:

Contact telephone No:

Moderator No:

ID

Summative Assessment Information

The purpose of this summative assessment is to award credits to learner achieving the following skills program/unit
standard: IDENTIFY PRODUCT FEATURES, ADVANTAGES AND BENEFITS TO THE CUSTOMER, and
is intended for use by the accredited Training Providers, for the following qualification: NATIONAL DIPLOMA:
MARKETING RESEARCH ID 20896 - LEVEL 5 – CREDITS 243
NOTE
The assessment instruments included in this assessment pack are all summative assessment instruments and are to be
read in conjunction with the formative assessment instruments Contained in the learner workbook. Both formative
(workbook) and summative assessments are to be retained as part of the learner’s portfolio of evidence.
 A number of the assessment instruments contained in this assessment are workplace knowledge based
questions.
 This means that you will arrange with the learner, a time that is suitable, during which the learner will
complete each questions.
 Answer all the questions.

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 US: 10045, NQF LEVEL 5 WORTH 10 CREDITS

Learning Unit 1 IDENTIFY PRODUCT FEATURES, ADVANTAGES AND BENEFITS TO THE

CUSTOMER

This unit standard is a core standard and forms part of the qualification, National
Diploma, and is registered at Level 5 on the National Qualifications Framework
(NQF). Learners working towards this standard will be learning towards the full
qualification, or will be working within a Marketing Environment, specialising in
either Marketing Communication, Marketing Management, Market Research or
Customer Management, where the acquisition of competence against this standard will
Unit Standard
add value to one`s job.
Purpose
This standard will also add value to learners who are starting their own business and
recognises that Marketing forms an integral component of any business.
The qualifying learner is capable of:
 Identifying needs of the customer
 Presenting features, advantages and benefits to the customer
 Demonstrating features, advantages and benefits

 Learners accessing this qualification will have demonstrated competence against

Learning Assumed to the standards in the National Certificate in Marketing, Marketing Communication
be in Place or Marketing Research or Marketing management or Customer Management or
equivalent at NQF Level 4.

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SESSION 1
IDENTIFY NEEDS OF THE CUSTOMER
SO 1

 Customer needs are identified through the use of questions.

Learning  Significant factors in relation to developing customer relationship are established and
Outcomes developed.
(Assessment  Customer buying motives are identified to link product features, advantages and benefits
Criteria) to them.
 Customer needs in terms of product quality; price and usage are identified and assessed.

Activit
y
1
Why is it important that organizations Focus on recruiting and retaining good employees?
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SESSION 2
PRESENT FEATURES, ADVANTAGES AND BENEFITS TO THE CUSTOMER
SO 2

 1. Presentation of the features, advantages and benefits are in accordance with customer
need established.
Learning  2. Credibility is established of the seller and organisation through the quality of the
Outcomes presentation.
(Assessment  3. Major features of the products are established and presented that emphasise advantages
Criteria) and benefits in relation to identified needs.
 4. Customer's responsiveness to the features, advantages and benefits is assessed to
evaluate their acceptance.

Activit
y
2
Discuss the advantages, and benefits of selling features,
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SESSION 3
DEMONSTRATE FEATURES, ADVANTAGES AND BENEFITS
SO 3

Learning  1. Demonstration of features, advantages and benefits match clients needs.

Outcomes  2. Demonstration is carried out in accordance with operating instructions and highlights
(Assessment product features, advantages and benefits.
Criteria)  3. Demonstration is consistent with the sales client's needs for and uses of the product.

Activit
y
3
What is the purpose & benefits of a product demonstration?
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Activit
y
4
List the twelve ways to ace a product demo–or at least avoid flopping
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Assessment Judgement

Competent(Tick/Cross) Not Yet Competent(Tick/Cross)

Action/s required (if any):

By when:
Learner Feedback & Comments

Declaration by the Learner

I ……………………………………………………………………………….. The candidate, declare that I have
received feedback and been informed of my overall competence for the criteria within the assignment.
Declaration by the Assessor
I ……………………………………………............. (Assessor) hereby certify that I have examined the learner
workbook and I am satisfied with the Facilitator Judgment of this assessment.

Learner (Sign) Date Assessor (Sign) Date

Moderator (Sign) Date