B. Channel Management: Understand the concepts and processes needed to identify, select, monitor, and evaluate sales channels. 7. Define channel management. 8. Explain the relationship between customer service and channel management. 9. Describe channels of distribution. C. Market Planning: Understand concepts and strategies utilized to determine and target marketing strategies to a select audience. 17. Explain the concept of market and market identification. 18. Explain the concept of marketing strategies. 20. Define and describe the purpose of sales forecasts. 21. Describe the nature of target marketing in marketing communications. 24. Define a target market and the factors impacting target market selection. 25. Explain the SWOT analysis strategic planning method for marketing. D. Pricing: Understand the concepts and strategies utilized in determining and adjusting prices to maximize return and meet customer’s perceptions of value. 26. Explain the pricing function. 29. Explain factors affecting pricing decisions. E. Product/Service Management: Understand the concepts and processes needed to obtain, develop, maintain, and improve a product or service mix in response to market opportunities. 30. Determine initial feasibility of product idea. 33. Explain the processes used for ongoing opportunity recognition. 34. Describe factors used by marketers to position products/services. 35. Explain the nature of product/service branding.
MARKETING EDUCATION (2014 National Performance Standards & Competencies (MBA Research) Performance Standard: Channel Management Acquire foundational knowledge of channel management to understand its role in marketing. Explain the nature and scope of channel management Explain the relationship between customer service and channel management Explain the nature of channels of distribution Describe the use of technology in the channel management function Explain legal considerations in channel management Describe ethical considerations in channel management Performance Standard: Customer Relations Foster positive relationships with customers to enhance company image. Explain the nature of positive customer relations Reinforce service orientation through communication Adapt communication to the cultural and social differences among clients Interpret business policies to customers/clients Resolve conflicts with/for customers to encourage repeat business. Handle difficult customers Handle customer/client complaints Reinforce company's image to exhibit the company's brand promise. Identify company's brand promise Determine ways of reinforcing the company's image through employee performance Understand the nature of customer relationship management to show its contributions to a company. Discuss the nature of customer relationship management Explain the role of ethics in customer relationship management Describe the use of technology in customer relationship management Performance Standard: Marketing-Information Management Acquire foundational knowledge of marketing-information management to understand its nature and scope. Identify data monitored for marketing decision making Explain the nature and scope of the marketing information management function Explain the role of ethics in marketing-information management Describe the use of technology in the marketing-information management function Describe the regulation of marketing-information management Understand marketing-research activities to show command of their nature and scope. Explain the nature of marketing research Discuss the nature of marketing research problems/issues