Asacker, T., VanAuken, B. & Daye, D. (2008, February 6). The language of branding: “Brand promise”. Retrieved May 17, 2011, from George, R. (2003, September 16). Tapping into brand touchpoints. Retrieved May 17, 2011, from Krueger, J.R. (2007, March 1). Brand promise: Providing the “second wow”. Retrieved May 17, 2011, from Smith, G. (2004, September 28). A brand is the sum of all touchpoints. Retrieved May 17, 2011, from Thakare, M. (2009, August 13). What is brand promise? Retrieved May 27, 2011, from 2.00/2.07 Understand selling, customer relations and product management. Knowledge/ Skill Statement Understands the techniques and strategies used to foster positive, ongoing relationships with customers Performance Element 2.07 Reinforce company’s image to exhibit the company’s brand promise. Performance Indicator CR: 002 Determine ways of reinforcing the company’s image through employee performance (CR:002) Level Career-sustaining SCANS Information 5, 7; Systems 15; Basic Skills 2, 5-6; Thinking Skills 8-9, 12, 13, 15, 17 21st Century Skills Critical Thinking and Problem Solving 1, 3 Objectives a. Discuss types of company images. b. Describe factors that affect a company’s image. c. Explain the importance of reinforcing the company’s image. d. Describe ways that employees can reinforce the company’s image through their performance. e. Demonstrate how to determine ways to reinforce the company’s image through employee performance. Sample Activity Use the local business and its brand promise previously identified to determine ways that the company’s employees reinforce the business’s image through their performance. Record your findings and suggest additional ways for employees to reinforce the company’s image. Resources Textbooks Clow, K.E, & Baack, D. (2010). Integrated advertising, promotion, and
Software/ Online Abeysingha, R. (2009, June 13). Factors influencing the pricing decision. Retrieved May 2, 2011, from GCSE Business Studies for CCEA. (n.d.). Introduction to the marketing mix—Pricing. Retrieved May 2, 2011, from KnowThis.com (1998-2011). External factors: Competitive and other products. Retrieved May 2, 2011, from KnowThis.com. (1998-2011). Importance of price. Retrieved May 2, 2011, from KnowThis.com. (1998-2011). Pricing decisions. Retrieved May 2, 2011, from Lancaster, G. (n.d.). Pricing. Received May 2, 2011, from . (2008). The price is right (Nature of pricing) [LAP: PI-002: Presentation Software]. : Author. Marketing Teacher. (2000-2011). Pricing strategies. Retrieved May 2, 2011, from NetMBA. (2002-2010). Pricing strategy. Retrieved May 2, 2011, from B PRODUCT/SERVICE MANAGEMENT, PRICING, CHANNEL MANAGEMENT, PROMOTION, MARKETING-INFORMATION MANAGEMENT, AND SELLING 3.00/3.06 Understand product/service management, pricing and channel management. Knowledge/ Skill Statement Understands concepts and strategies utilized in determining and adjusting prices to maximize return and meet customers’ perceptions of value Performance Element 3.06 Develop a foundational knowledge of pricing to understand its role in marketing. Performance Indicator PI: 015 Describe the role of business ethics in pricing (PI:015) Level Specialist SCANS Information 5-8; Systems 15; Basic Skills 1-3, 5-6; Thinking Skills 8-9, 12; Personal Qualities 17 21st Century Skills Critical Thinking and Problem Solving Skills 1, 3; Communication 1 Objectives a. Define the following terms: price fixing, predatory pricing. b. Identify ethical considerations in setting prices.
Perreault, W.D., Jr.; Cannon, J.P.; & McCarthy, E.J. (2008). Basic marketing: Marketing strategy planning approach (16th ed.) [pp. : McGraw-Hill/Irwin. Workbooks/ Manuals Greene, C.L. (2003). Selling: Business 2000 (pp. 104-105). : Learning. Software/ Online Chapter 3: Ethical and legal considerations in selling. (n.d.). Retrieved May 19, 2011, from Direct Selling Association. (2010, June). DSA’s code of ethics. Retrieved May 19, 2011, from Ethical and legal issues in selling. (n.d.). Retrieved May 19, 2011, from Ethics in selling. (n.d.). Retrieved May 19, 2011, from Marketing Education Resource Center. (2007). Keep it real—in sales (Selling ethics) [LAP: SE-129: Presentation Software]. : Author. B 4.00/4.16 PRODUCT/SERVICE MANAGEMENT, PRICING, CHANNEL MANAGEMENT, PROMOTION, MARKETING-INFORMATION MANAGEMENT, AND SELLING Understand promotion, marketing-information management, and selling Supplemental Knowledge/ Skill Statement Understands the concepts and actions needed to determine client needs and wants and respond through planned, personalized communication that influences purchase decisions and enhances future business opportunities Performance Element 4.16 Acquire a foundational knowledge of selling to understand its nature and scope. Performance Indicator SE: 107 Describe the use of technology in the selling function (SE:107) (SUPPLEMENTAL) Level Specialist SCANS Information 5-8; Systems 15; Technology 18-19; Basic Skills 1-2, 5-6; Thinking Skills 12 21st Century Skills ICT Literacy 1, 2 Objectives a. Describe capabilities that the use of technology provides salespeople. b. Explain how technology impacts a salesperson’s planning skills. c. Describe how technology can impact a salesperson’s targeting skills. d. Discuss how technology can impact a salesperson’s presentation skills. e. Explain how technology can impact a salesperson’s ability to adapt or tailor a sales presentation to a particular customer. f. Explain the use of Customer Relationship Management (CRM) software
Workbooks/ Manuals Greene, C.L. (2003). Selling: Business 2000 (pp. 104-105). : Learning. Software/ Online Section of Business Law. (n.d.). Selling out of state and internationally. Retrieved May 19, 2011, from Chapter 3: Ethical and legal considerations in selling. (n.d.). Retrieved May 19, 2011, from Encyclopedia of everyday law. (2011). Deceptive sales practices. Retrieved May 19, 2011, from Ethical and legal issues in selling. (n.d.). Retrieved May 19, 2011, from Jackson, J.B. (2006). Legal issues and selling. Retrieved May 19, 2011, from