Use

d X Performance indicators for BSM

2 Adjust to change Globalization and technology continually change the dynamic of work

environments and the business cycle at large In order to succeed as a business, workers must learn to adjust to these changes

Once a company adopts philosophies, procedures, and protocols reflective of a change, employees, in this case sales associates, need to be trained to provide consistent service that accurately represents the views of the company as a whole rather than individual biases.Analyze customer needs

2 Analyze employer expectations in a business environmentEmployer expectations are communicated in the job description and in detail through the job training process. They form the basis of performance evaluations which may be used to determine performance bonuses and/or promotions. Both the employer and employee are responsible for ensuring communication of these expectations are clear and understood so they can rely on each other to achieve common goals. Expectations may include professional development for employees to upgrade and stay on top of the latest trends in the industryDid the participant explain their expectations of their employees in terms of:

Job performance Customer service Professionalism Ability to handle conflict To be on the job as required To be punctual To be reliable To be honest and ethical To take initiative

2 Analyze the impact of specialization/division of labor on productivity. Analyze the impact of technology on marketing

Several technologies have an impact on marketing including the Internet, mobile phones, social media, and customer relationship management systems. Some key factors of this impact include: Consumers can access more information about products and services on their own Consumer expectations are high Consumers can engage with organizations and their brands through a variety of

devices and channels Organizations must coordinate their marketing efforts across multiple channels Organizations must leverage data from customer relationship management software

and other sources of analytics to drive their marketing efforts Technology has introduced new media channels to marketers Television advertising has less impact than it used to Consumer has greater choice in what is viewed, when it is viewed and how it is

viewed

Technology has made distribution simpler. Internet allows much greater reach with lower costs

Marketers must have a social media strategy (Facebook, Twitter...)Participants should be able to demonstrate some of the significant impacts that technology has had in marketing and particularly as they apply to this situation. The participant’s address may include: Technology has created many new marketing strategies for goods and services Customer relationship management (CRM) involves finding customers and keeping

them satisfied through a variety of means – database marketing – creating and maintaining customer lists – with technology these can be created with e-mail, on-line purchases, and web site visits – also on-line customer surveys

The internet has increased a marketer’s ability to measure effectiveness, track customer buying behaviour, conduct research and manage data

Market research can use technology to automate telephone research and provide interactive focus groups online

Technology has provided new platforms for distribution and collection of information – on-line sales; Internet: social media; delivery of sales and promotions via smart phones

Apply active listening skills. Ask relevant questions.

2 Assess personal interests and skills needed for success in business An important part of attracting the right talent for a job is job analysis – a detailed

study of the specific duties in a particular job and the human qualities required for that job

These specific interests and skills desired in a candidate must be communicated through the job description such that applicants can fairly assess whether or not their interests and skills are best suited for the role

The HR representatives, through the hiring process, can then do the same assessment for each candidate who applies and qualifies for an interview based on the qualities represented in their resumes

This allows for careful recruitment of qualified, interested, and motivated individuals who are prepared to commit to a positive work environment

As the business grows, job descriptions may change along with the skills needed to perform.

Professional development opportunities (i.e. technical courses, training programs, etc.) must be provided to encourage employees to improve themselves and keep up with the evolution of the industry.

Assess the services of professional organizations in marketing. 2 Collect marketing information from others.

Communicate core values of product/service2 Coordinate activities in the promotional mix

The four elements of the promotional mix are: advertising, sales promotion, publicity, and personal selling. All elements used should be coordinated to achieve the company’s goals. All initiatives should be coordinated to target the identified markets, clearly communicate the same underlying message.

Advertising includes any paid presentation and promotion of ideas, goods, or services by an identified sponsor (Ex. Print ads, radio, television, billboards etc) Place advertisements that would appear locally promoting the award-winning coffee in newspapers, direct mail, posters/billboards Recognize that TV ads would be created for national chain by the national chain itself

Sales promotions Incentives designed to stimulate the purchase or sale of a product (Ex. Coupons, sweepstakes, contests, rebates etc. Offer sample coffee taste cups at popular local events and venues) . Sales promotion includes media and non-media marketing communication in order to increase consumer demand, stimulate market demand or improve product availability

Public relations includes paid intimate stimulation of supply for a product, service or business unit by planting significant news about it or a favourable presentation in the media and sometimes include direct marketing and sponsorship Contact newspapers and radio stations to come review or feature the restaurant or Sponsor local events

Personal Selling is a process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation (Ex. Sales presentations, sales meetings, sales training) Each waiter should up sell by recommending products, especially our award-winning coffee

Participants should describe a variety of creative ideas that address all areas of concern.Coordinate distribution with other marketing activitiesBrands carry out online and offline advertising on behalf of channel partners to aid them in generating sales of their branded products. Those online and offline marketing initiatives can either be isolated or coordinated to inform one another.An example of this is an apple orchard: Apple orchard > Transport > Processing factory > Packaging > Final product to be sold > Apple pie eaten Apples are not advertised as much in winter and spring. They are harvested in Fall. An alternative term is distribution channel or 'route-to-market'. It is a 'path' or 'pipeline' through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the vendor). A marketing channel can be as short as being direct from the vendor to the consumer or may include several inter-connected (usually independent but mutually dependent) intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final buyer.Marketing Channels can be long term or short term.Short term channels are influenced by market factors such as: business users, geographically concentrated, extensive technical knowledge and regular servicing required, and large orders. Short term product are influenced by factors such as: perishable, complex, and expensive. Short term producer factors include whether the manufacturer has adequate resources to perform channel functions, Broad product line, and channel control is important. Short term competitive factors include: manufacturing feels satisfied with marketing intermediaries' performance in promoting products.Long term market factors include consumers, geographically dispersed, little technical knowledge and regular servicing is not required, and small orders. Product factors for long

term marketing channels are: durable, standardized, and inexpensive. Producer factors are manufacturer lacks adequate resources to perform channel functions, limited product line, and channel control not important. The competitive factors are: manufacturer feels dissatisfied with marketing intermediaries' performance in promoting products

2 Create promotional signs2 Defend ideas objectively

Support ideas with facts Leave opinion and emotion out Be conscious of tone of voice The company must answer complaints quickly and to the customer’s satisfaction

The participant may indicate defending ideas objectively: Supporting their ideas and answers with facts and business terminology Answer questions effectively and in detail.

3 Demonstrate a customer service mindsetA service mindset is an outlook that focuses on creating customer value, loyalty and trust. A business with this outlook wants to go beyond simply providing a product or service. It wants to create a positive and indelible imprint in the customer's, or even in the prospect's mind. To do this, a business has to care about the customer or prospect experience and work continuously at enhancing it Listen carefully to the customer’s complaint and acknowledge that you are there to help

—in this case that the business meeting has been disrupted Explain that you appreciate and value the business that the customer has given you and

that you would like the relationship to continue Provide customer surveys to get feedback from the customers. This could be done by a

card with the bill, a website address or a phone call to important customers. There could be an incentive such as a discount or free dessert if they fill out the survey

Use interpersonal skills to handle customer requests and questions, Understand management’s role in customer relations, understand procedures for handling difficult customers, explain business policies to customers and handle customer complaints.

you should view negative customer interactions as opportunities to learn even more about the customers’ needs and expectations

4 Demonstrate appropriate creativityCreativity in the workplace is the next step up from problem solving. It is a real asset to employers hunters, if they can show how they bring additional value to the employer, and preferably prove a dollar value to that creativity. Initiative and good ideas are now much more appreciated than they were in the old hierarchical corporate jobs. Ideas are valuable, and so are employees who can get more value out of the endless possibilities of new systems.Some people actually make much more of a career out of ideas, rather than just doing a job. The opportunities are always there. Everybody, on any job, soon figures out a better way of getting things done. Most value adding is about dealing with volumes of work. Just as well, too, because that's how efficiency is achieved. It's a natural use of skills to make work easier and more productive. That's also why many people who are quite efficient in organizing their own work don't even recognize why they're efficient. They think it's common sense, but it's actually part of the creativity in the workplace effect. Think about how you've organized

your own work to suit your own needs. There will be something. You may not have redesigned the whole workplace, but you will have done something to make yourself work more efficiently.Now comes the rest of the question, how to show value in your creativity.Work value is measured by:

Profit Savings Improved time frames Increased efficiency in your own work Increased efficiency which carries through up the work chain to others from your

own workThis is what is meant by improving productivity. It's productive in that it generates income, saves time and therefore money, and improves the efficiency of yourself and others. In whatever sense it's done, it's valuable to the employer.So you have to express the value of your creativity in those terms, to the judges, and show them why it's valuable. If you've come up with a better way of doing things, or a more efficient or obviously quicker way of doing your work, you've answered the question effectively, and made your point.As with all interview questions, you must structure your answer so the interviewers can see the processes involved, and the value of your work.In this case, creativity is a very broad range of possible subjects, but you can simplify and clarify your answer:

Explain the work, and the processes. Explain your idea and its benefits in terms of the productivity criteria.

Tell the judges what you've achieved with your creativity. Also tell them your manager or supervisor's reaction to your work if you can tell them about a positive response from them. That's proof of achievement.

2 Demonstrate basic email functions use clear subject lines put the most important information in the first paragraph keep messages short avoid use of slang pay attention to spelling, grammar, punctuation, and good sentence structure—you are

representing the company be careful what you say—email is very public send a carbon copy to only those that need to receive it—people have too many emails

already proofread carefully before you send don’t send emails in all capital letters—it implies shouting multiple colours and fonts are not businesslike don’t send chain letters from office email accounts know the functions of email—send, send all, attachments, reply, reply all, unsend, etc

2 Demonstrate connections between company actions and resultsMost companies will compare their actions and results by having set some specific objectives and seeing how closely they are meeting them. In this case, the company will probably be setting goals involved with an increase in revenue and/or an increase in profit. They would want to have the results of the catering function kept separate from the results

of the regular restaurant activity although there would be some carry-over of fixed costs between the two practices. They might even separate the activities into two separate companies. In any case there should be a measureable difference in the company in terms of profit.Brochures, ads and web pages are not results. A marketing department needs tangible objectives and deliverables. But it is easy to fall into the trap that looks at these deliverables as ends in themselves. A new department in the store means nothing if it doesn’t in some way contributes to improving the state of your business. Similarly, brand awareness isn't a result. It is also a means. Building brand awareness may be a reasonable objective but only if your marketing team can articulate how it drives results. . Opening a coffee shop is not a result. That's all the more reason that your marketing efforts need to be focused on the right results. Because it is difficult to measure directly the effects of many marketing tactics, it is important to design those tactics with appropriate end results in mindWhat are your most influential economic engines, and are your marketing efforts focused on them? Do you make significantly more profit on a small number of loyal customers than you do on a large number of transactional customers? If so, do your marketing efforts focus appropriate energy on building customer loyalty, or is the lion's share of your efforts focused on finding new customers? Does opening a coffee shop add significantly to the profitability of product sales?Demonstrate honesty and integrity

5 Demonstrate problem-solving skillsIdentify the issues

Be clear about what the problem is. Remember that different people might have different views of what the issues are. Separate the listing of issues from the identification of interests (that's the next

step!). Understand everyone's interests

This is a critical step that is usually missing. Interests are the needs that you want satisfied by any given solution. We often

ignore our true interests as we become attached to one particular solution. The best solution is the one that satisfies everyone's interests. This is the time for active listening. Put down your differences for awhile and listen

to each other with the intention to understand. Separate the naming of interests from the listing of solutions.

List the possible solutions (options) This is the time to do some brainstorming. There may be lots of room for creativity. Separate the listing of options from the evaluation of the options.

Evaluate the options What are the pluses and minuses? Honestly! Separate the evaluation of options from the selection of options.

Select an option or options What's the best option, in the balance? Is there a way to "bundle" a number of options together for a more satisfactory

solution? Document the agreement(s)

Don't rely on memory. Writing it down will help you think through all the details and implications.

Agree on contingencies, monitoring, and evaluation Conditions may change. Make contingency agreements about foreseeable future

circumstances (If-then!). How will you monitor compliance and follow-through? Create opportunities to evaluate the agreements and their implementation. ("Let's try

it this way for three months and then look at it.") Effective problem solving does take some time and attention more of the latter than the former. But less time and attention than is required by a problem not well solved. What it really takes is a willingness to slow down. A problem is like a curve in the road. Take it right and you'll find yourself in good shape for the straightaway that follows. Take it too fast and you may not be in as good shape. Working through this process is not always a strictly linear exercise. You may have to cycle back to an earlier step. For example, if you're having trouble selecting an option, you may have to go back to thinking about the interests.

2 Describe crucial elements of a quality cultureCreating a quality culture within your business is not as difficult as it may seem but it can require a shift in thinking. Quality can no longer be defined by international standards or statistical measures of defects alone. Today quality is defined by the customer and making the customer happy must be the focus of a quality culture. Traditionally quality has been defined by statistical measures of error rates and quality improvement has been focused on reducing variation in linear processes and eliminating errors in production.These measures of quality have been imposed from the top down with little input from front line staff. Producing a perfect product according to internal standards however does not guarantee the product will meet customer expectations of quality.Any cultural change requires engagement and ownership by all levels of staff within an organization. When the customer perspective is made central to the definition of quality it makes sense to use front line staff to be the architects of a quality culture

Respect for individual Balance – work/life Pride in work – identification with ideals of the firm/shared goals Understanding of each individual's role in organizational structure – contribution to

success Recognition for performance Honesty in all transactions/positive attitude Inclusive policies Communication channels – formal and informal Freedom to develop/career paths/career planning/promotion potential Opportunity for "whistleblowing"

Creating quality culture in relationships A business house should have commendable quality culture when it comes to

relationship with the management and staff, with the sub-contractors and suppliers, customers and any other stakeholders with the organization.

A good quality culture in relationship with suppliers can be ensured by transparent policies, by paying proportionately for the quality of supplies and not by squeezing the

suppliers’ profit margins adamantly. Cut-throat behavior should be avoided in the dealings with all stake holders. Relationships should be aimed to last long with each other for the well being of both the

involving everyone Breaking down barriers among employees and management Eliminating numerical quotas Instituting training Developing leadership Recognizing employees’ contributions to quality Communicating the quality policy/message, etc. A business house should have commendable quality culture when it comes to

relationship with the management and staff, with the sub-contractors and suppliers, customers and any other stakeholders with the organization.

To sum up, the quality culture in an organization can be developed only through a total moral commitment to quality by the top management. Through transparent policies, education, training and visibly practicing what is preached, the quality culture has to be nurtured in the organization on a continuous basis.A good quality culture in relationship with suppliers can be ensured by transparent policies, by paying proportionately for the quality of supplies and not by squeezing the suppliers’ profit margins adamantly. Cut-throat behavior should be avoided in the dealings with all stake holders. Relationships should be aimed to last long with each other for the well being of both the parties. To sum up, the quality culture in an organization can be developed only through a total moral commitment to quality by the top management. Through transparent policies, education, training and visibly practicing what is preached, the quality culture has to be nurtured in the organization on a continuous basis.

5 Describe current business trendsThere are many correct answers to this question. Examples could include:

Economic recession Credit crisis Companies focusing on being more environmentally friendly Double income families or single parent families that need and are willing to pay for

services because of their busy lives Big box stores Increase in discounts to encourage sales Lower profits, maintenance of sales Competitive market React / respond to economies of scale

2 Describe data collection methodsData collected may be secondary or primary and may come from sources within or outside the business. Once new information and data are obtained it must be analyzed for the business to use.

Data can be collected in various ways including: Surveys – on paper, via email, phone, asking questions as customers leave the store, etc interviews experiments (eg. selling a couple of the new items in store and assessing how well they

do) focus groups Participants may also include the importance of ensure that any sample group is

representative of the population that they are studying A large amount of data is also collected through points cards and credit and debit cards,

and sold to marketing firms. Describe factors used by businesses to position corporate brands

Branding is all about creating unique identities and positions for products and services, hence distinguishing the offerings from competitors. Hence a corporate branding strategy can enable the corporation to further leverage on its tangible and non-tangible assets leading to branding excellence throughout the corporationThe main factors that go into defining a brand position: Brand Attributes: What the brand delivers through features and benefits to

consumers Consumer Expectations: What consumers expect to receive from the brand? Competitor attributes: What the other brands in the market offer through features

and benefits to consumers Price: An easily quantifiable factor – Your prices vs. your competitors’ prices Consumer perceptions: The perceived quality and value of your brand in

consumer’s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?)

Quality image/products – Logo, slogan, unique storefronts/layouts Product appeal Control - promotion

2 Describe techniques for processing marketing informationThe gathering of relevant and up-to-date information is a key business process. Information consists of organised facts and figures that have meaning within the context that the information is intended to be interpreted by people. Information is thus a valuable business commodity, and frequently businesses pay money for up-to-date and relevant information.Businesses buy:

Market research information Information about the financial performance of other companies Information about economic trends, and the economies of other countries Product research and development information.

The more up-to-date, accurate and complete is the information, then the more valuable it will be.Increasingly there are market opportunities for companies to provide information on websites that users can pay to access - e.g. information about share prices, market movements, and potentially good investments.Information is gathered:

Internally within an organization - e.g. about production performance, sales performance, standard operating procedures, manufacturing systems, etc.

Externally i.e. outside the organization - e.g. information about customers and markets. The firm may contract out the collection of such information to an appropriate organization such as a market research company.

Information can then be analyzed by using computers or by manual methods. Databases and spreadsheets make it very easy to analyze information. For example, information about the market e.g. market growth, market share, etc. can be entered using a spreadsheet package. This information can then be presented in line graphs, histograms, bar charts, pie charts etc so that it is easy to quickly make sense of the information.Information processing refers to the collection, storage, manipulation, distribution and presentation of data, usually by electronic means. Computers are used widely in business for information processing.

2 Describe the concept of insurance.2 Describe the concept of price

Price is the amount the consumer must pay for a product Influenced by costs, competition, demand, and supply Cost—all costs are calculated and then a mark-up is applied to achieve the price Competition—set the price in relation to competitors Demand—apply the concepts of supply and demand, the greater the demand for the

product, the higher the price charged Supply—a product in short supply will have a greater demand

If the product is a luxury product, a pricing strategy of skimming or prestige should be used. People will be able and willing to pay a higher price because it is located in an affluent neighbourhood

2 Describe the concept of promotion in business servicesDescribe the factors that influence the demand for business services

2 Describe the nature of business recordsParticipants should make the connection between business records and business decisions based on those records. Records of business transactions are essential to maintaining control of a business. Business records need to be accurate, timely, and verifiable to be of any value. Accurate information is necessary for making good decisions. Making good decisions is what management is all about.Points to address this may include:

Inaccurate records could lead to an under or over projection of the business’s financial position in its financial statements

Since these statements are used to make business decisions by management and investors, it can lead to misinformed business decisions as well as billing and delivery errors

Business records are also used as reference points if and when the company is audited, thus these records must be accurate and maintain for future use

Describe the nature of managerial controlParticipants should demonstrate an understanding of the importance of managerial control measures to ensure the integrity of the business. Having more than one person reviewing financial records avoids any abuse of positional power by employees to influence records or overlook errors. Control:

the process of measuring performance and taking action to ensure desired results Make sure that plans are achieved Make certain that actual performance meets or exceeds specific performance

Control process: Establish objectives and standards Measure actual performance Compare results with objectives and standards Take corrective action—fix if below standard, and learn how to repeat if above

standard Managers are responsible for planning, organizing, leading and controlling Control refers to measuring how well the organization/their area of responsibility is

performing with respect to organizational goals and then taking action to ensure goals are met

In this case, managerial control would require the supervisor/manager to monitor hours worked, ensure that employees are working the required number of hours, ensure that employees are properly added to benefits for which they qualify and taking corrective action if requirements are not met

It would appear that managerial control was lacking in this case and now the manager must take corrective action

Describe the nature of managerial control (control process, type of control, what to control)Participants should demonstrate an understanding of the importance of managerial control measures to ensure the integrity of the business. Having more than one person reviewing financial records avoids any abuse of positional power by employees to influence records or overlook errors. Control:

the process of measuring performance and taking action to ensure desired results Make sure that plans are achieved Make certain that actual performance meets or exceeds specific performance

Control process: Establish objectives and standards Measure actual performance Compare results with objectives and standards Take corrective action—fix if below standard, and learn how to repeat if above

standard Managers are responsible for planning, organizing, leading and controlling Control refers to measuring how well the organization/their area of responsibility is

performing with respect to organizational goals and then taking action to ensure goals are met

In this case, managerial control would require the supervisor/manager to monitor hours worked, ensure that employees are working the required number of hours, ensure that employees are properly added to benefits for which they qualify and taking corrective action if requirements are not met

It would appear that managerial control was lacking in this case and now the manager must take corrective action

2 Describe the nature of service productivity. 4 Describe the need for marketing information

Without marketing information, businesses are left with no ability to anaylse customer profiles. Marketing information is needed to understand the consumer and to therefore

improve the product or the service in ways that will satisfy consumers. Marketing information is also crucial in order to plan and carry out successful and cost effective Promotional efforts – how do you advertise if you don’t know who you are trying to reach? Marketing information informs businesses about sales trends and patterns and helps perfect the timing of re-ordering or discontinuing products. Marketing information can inform businesses about pricing levels and a customer’s perception of valueMarketing information management is a fancy term for managing data and information about customer attitudes and development of new products. Marketing research can be done of a formal or informal basis within small and large companies. For large businesses that utilize formal research, the procedures and outcomes must be organized so the business can make sense of the findings and benefit from the researchStudents should mention the importance of collecting information about customers. The more a business knows about its customers, the better it can tailor its products and services to them. It can deliver products and services to meet and exceed customer expectations. This information also helps the business reach out to potential customers because it informs them about the customer profile of the target market

2 Describe the role of business ethics in pricingThere is a general consensus that marketing strategies must not infringe on values like honesty, transparency, and autonomy. As such, the main crux of pricing ethics concerns the establishment of a balance of power (through information) between the producer and the consumer. In a completely free market, producers often have the upper hand because they are in control of their products and processes. This potentially lead to unethical practices (using cheap or harmful materials, lying about benefits, etc.), which are deemed harmful for society as a wholeA business operating in today's competitive environment might be tempted to try a variety of unethical pricing strategies to increase market share and profits. But operating just to pursue the company's self-interest can result in decreased trust by customers and lawsuits that take up company time and money to defend. Developing an ethical pricing strategy from the start can help avoid these pitfallsPricing ethics involves examining what constraints are needed on the pursuit of market share and profits when the actions of a company affect others adversely. For example, a company that has a monopoly on a particular product with few, if any, direct competitors’ needs to think carefully about raising prices if the price change cannot be justified. Justification may be an increase in labor or material costs that can be demonstrated clearly to customers Customers must perceive that they received fair value for their money Buyers and sellers should both be satisfied Customers should not experience buyers’ remorse No price gauging

The participant should recognize that the following situations can be viewed as unethical when providing prices to a customer. This includes (but is not limited to) the following practices: assessing fair market value for the services/products provided (no price fixing) phantom bookings – telling the customer that there are others interested in their date

when there are no others anti-favouritism – ensuring that all customers receive similar pricing regardless of

financial situation (i.e. not charging someone more because they are presumed to have more money)

not disclosing all costs up front4 Describe the use of technology in the financing function.2 Describe the use of technology in the marketing-information management function

Collaborative customer relationship management : Organizations must assemble and integrate customer relationship management (CRM) systems that enhance customer collaboration and build customer loyalty and exit barriers.

Outsourcing sales and marketing functions: Organizations must strategically outsource sales and marketing budgets to a new generation of businesses, including marketing agencies, e-commerce utilities and service providers, and e-channel partners to obtain talent, technical expertise, and cost efficiencies.

Customer-centric organizations: Organizations must recast their familiar organizational and functional models, transforming them into a natural extension of customer segmentation, enterprise selling processes, and complex demand chain partnerships.

Operationalizing e-care: Organizations must adopt enterprise-wide management of the customer care processes to ensure seamless service and enhanced intimacy across multiple-channel interfaces and throughout the customer lifecycle.

Hybrid distribution systems: Organizations must build multi-channel, hybrid distribution systems that leverage low-cost, high-touch technologies to improve cost efficiency, market coverage, and overall selling performance.

Value-added direct sales: Organizations must migrate the role of direct sales to better align high-touch, face-to-face selling interactions with high-value and high-margin products and services.

Demand chain remediation: Organizations must restructure demand chain relationships to maximize value creation and customer access while leveraging costs and value-added channel partnerships.

Customer interaction centers: Organizations must consolidate and integrate call center, Web, e-mail, fax, and marketing technology assets to better manage selling resources, technology infrastructure, and customer interactions.

Product channel readiness: Organizations must design modular, "channel-ready" products optimized for specific sales channels, partners, and customer segments, improving personalization, ease of doing business, and transaction costs.

Dynamic pricing and trading: Organizations must creatively manage the impact of buy- and sell-side technologies and trading communities on margins and pricing.

Changing role of branding: Organizations must aggressively build brand equity in e-channels, in virtual communities, and across multiple selling partners, channels, and points of interaction (POI).

Interactive direct marketing: Organizations must deploy new tools, approaches, and strategies for anticipating or influencing the way customers buy.

Determining which of these twelve areas are of most importance to your specific organization is a first step in acknowledging the impact of technology on sales and marketing and in moving your organization into the world of e-business.

3 Describe the use of technology in the product/service management functionIn today’s technologically advanced world, technology is necessary in all aspects of

product management. Technology allows companies to project the success of their product and test their markets without spending a lot of money. Technology also makes it easier to conduct research during the first phase of the product cycle Technology can be used to experiment with new test products – on line sample of

products Can be used as means for surveying existing customers in terms of future wants and

needs and providing feedback to samples of new test items Can be used as a means of reaching new customers through on line mailings and web

pages with new test items Technology can be used as a means of adoption or acceptance of a new product or

innovation, according to the characteristics (demographic and psychological) of defined adopter groups

2 Describe traits important to the success of employees in services marketingDescribe types of financial services providers There are many financial services providers for both businesses of all sizes as well as for individuals. Services include investing, brokerage, advice, and financing. A company can raise capital through equity from venture capitalists as well as angel investors (individuals who provide financing hoping for a large return). Both venture capitalists and angel investors will examine the company thoroughly as they would take on a lot of risk. Through equity financing, the owner will give up part of his ownership of the companyOn the other hand, the company can raise capital through debt, usually through a loan from a commercial bank or credit union. In addition, the company can seek funding from the government. Financing through debt requires the company to pay interest periodically as well as the principal at the end of the term. Sometimes, there will be secured loans, in which there are assets attached to the loan as collateralIn addition to these large organizations, it is important to also consider personal funding as well as family and friendsParticipants are welcome to mention other financial services providers such as investment banks and brokerage firms but they should focus on the financial services. Describe word-of-mouth channels used to communicate with targeted audiencesWord-of-mouth channels are the methods through which a message is communicated by an organization and then shared to the recipients’ peers. The success of word-of-mouth channels are contingent on connections, value of content, and ultimately what the customer deems as share-worthy. Moreover, with the variety of social media outlets, there are increasingly more ways to spread the word online within targeted audiences based on their preferred outlet (i.e. Facebook vs. Twitter). Examples of word-of-mouth channels include:Word-of-Mouth (Traditional) - traditional, in-person conversation and sharing of opinions on products, brands, and companiesE-mail – opinions shared and sent to friends through forwarding (SWYN tools – Share with Your Network)Blogging – demonstrating know-how and dialoguing with interested readersSocial Networking Sites – opinions shared spontaneously through the interactions between people and organizations on sites such as LinkedIn, Facebook, Twitter, TumblrSocial Content Channels – content is the basis of a story and can be shared using SWYN tools (i.e. Slideshare, YouTube, Flickr)

In some cases, traditional word-of-mouth may be more effective in the seniors market while the technology-based tools may be better to target the young voters

2 Determine factors affecting a business’s profitProfit is the monetary return a business’ owner receives for taking the risk of investing in the business Profit equals income less expenses Gross profit and net profit Gross profit – money left over after the cost of goods is subtracted from income

from sales Net profit – money left over after operating expenses are subtracted from gross

profitFactors that affect profit include demand for the good/service, expenses, prices, the economy and chance. To try to increase profit, a business can increase worker efficiency, increase sales and/or decrease expenses

2 Determine factors affecting business risk Business risk is the potential for business loss or failure 3 kinds of business risk: economic, natural and human

Economic- occur from changes in overall business conditions (competition, changing consumer lifestyles, population changes, limited usefulness or stylishness of some products, product obsolescence, government regulation, inflation or recession)

Natural- result from natural causes (weather conditions-floods, fires, hurricanes, etc.)

Human-caused by human mistakes and the unpredictability of employees or customers (dishonesty, carelessness, incompetence, accidents, illness, non-payment of accounts)

o In this case, the business risk would be economic as a result of the declining sales

There are many types of risks businesses face—political, financial, social, economic, legal, theft, safety, etc

There are many types of risks faced in the restaurant industry—alcohol, underage drinking, fire, burns, food poisoning, spills, broken glass, etc

It is important that businesses anticipate possible risks and create plans to deal with these risks

If possible, businesses should find ways to make certain that the risks are prevented before they occur

2 Determine the relationship between government and business. 2 Determine ways of reinforcing the company’s image through employee performance

The participant should identify the need for positive employee performance and mention some of the ideas listed below: Employee performance can reinforce a company’s image through suggestion selling,

order processing and fulfillment, and effective selling skills Suggestion selling is useful for making the customer happier with his/her original

purchases Sales employees can improve customer satisfaction by the speed and care in which they

handle orders, returns and refunds Selling skills, such as an appropriate, pleasant greeting and a reassuring departure are

useful tools in maintaining a good image Offer helpful comments during and after a sale and always thank the customer in order

to build a good relationship Follow up on all promises made to a customer, and check on their level of satisfaction

after a purchase Positive customer-client relations require compassionate and immediate action when

dealing with complaints and inquiriesParticipants should mention that particular attention should be made to the needs of male customers and they should focus on responding to their needs to ensure that they have a positive shopping experience. They should also mention that an effective sales presentation, to either male or female customer, will have a positive effective on the buying experience, the overall image of the store and will likely lead to repeat business from the satisfied customer and an increase in future customer sales.

4 Develop a project plan Recognize that incremental improvements are not always sufficient to address the

(fundamental) problems in a business Identify clear objectives for what the project will be about; improving the way the store

is operated from the customer’s perspective from the staff perspective, and from management perspectiv4e

Identify steps that will need to be taken to achieve the desired results2 Develop cultural sensitivity

Improving the cultural sensitivity of your workforce is crucial in today's multicultural environment. This will help prevent conflicts between your employees and make your company better adapted to dealing with clients from different cultures. You can build cultural awareness in your workforce through formal education classes and the informal recognition of other cultures at your company. Building an environment that encourages discussion and teamwork also. In view of massive outsourcing to other countries, especially India, improving the cultural sensitivity of the workforce in both countries is essential.Education - A key step to increasing cultural sensitivity at your company is building the cultural knowledge of your workforce. You should lead by example and see what you can learn online or through books. Encourage your employees to do the same. Consider holding training classes to teach your employees about the practices of other cultures. Frame these classes as a way for your staff to better understand how to deal with working in a multinational world and don't just focus on the cultures of your employees.Encourage Discussion - The earlier you address any cultural conflicts among your staff, the less damage that will be done to your productivity. Encourage your employees to come to you if they are having any problems. If conflicts arise, make sure to be nonjudgmental and allow all employees to voice their concerns equally. If your employees know they can come to you with a problem, cultural issues will be addressed sooner. This will prevent employees from hiding conflicts that can grow into bigger problems.Celebrate Diversity - Anything you can do to celebrate the diversity of your workforce will help increase cultural acceptance. Make an effort to recognize the holidays of other cultures to show your workers their cultures are being recognized. This can be as simple as

a company wide email or a notice in your company's news bulletin. Consider hosting a staff dinner with the theme of cultural awareness. Encourage your employees to bring a dish that represents their culture. Introducing your staff to the traditions of others will make them more sensitive to cultural differences.Strengthen Company's Teamwork - Cultural conflicts between your employees may be a manifestation of other problems. If your workers have a strong sense of teamwork and are driven to meet your company's goals, cultural conflicts should be minimized. Your employees will be too focused on getting their work done to dwell on cultural differences between each other. Building teamwork and a sense of company pride in your employees indirectly will reduce any cultural conflict.

2 Develop strategies to protect digital dataDiscuss considerations in selecting a financial-services providerThe company should consider whether they want to finance through debt or through equity. If it finances through debt, it will have to consistently make interest payments. The upside of paying the interest expense is that this amount is tax deductible, which allows the company to take advantage of tax shield benefits. On the other hand, if the company chooses to raise capital through equity, there is no obligations to pay out dividends, unless dividends have already been declared by the Board of Directors. The opportunity cost of issuing equity is that the owner will have to give up a portion of ownership (and profits) to other investors. If the company is expected to grow, it might want to consider debt financing and take advantage of the tax benefits as well as maintain control and profits. However, if the company does not have a steady source of cash flow, it will be hard consistently paying interest (with a fairly high cost of debt), then the company should look to finance through equity.Discuss motivational theories that impact buying behaviorConsumer motivation is linked to Maslow's "hierarchy of needs." According to this model, motivational drivers have different levels of importance. The most common needs are physiological and concern basic survival--the need for food, shelter and safety. Higher-level needs include social ones (for relationships and love), esteem needs (recognition and status) and self-actualization needs (fulfillment of self). According to Maslow, an individual must meet lower-level needs before being motivated to fulfill higher-level needsMotivational Levels Depending on how important a purchase is to an individual, his motivational levels may

vary from low to high. Influences include familiarity with the purchase, status factors and overall expense and value. Where fulfillment rewards are low, as with groceries, motivation levels are also relatively low and involve little decision-making behavior

The behavioral aspect of consumer motivation concerns the actions someone takes before purchasing and consuming goods or services. A person might do a lot of research--evaluating alternatives, testing and sampling--before making a selection. She might decide to buy something based on which goods or services most closely meet and satisfy motivational wants and needs. Marketers aim to gain the most impact and eventual sales by linking their products and services to clearly defined consumer needs and by understanding what motivates people to buy

Motivational levels differ greatly between individuals and are influenced by many external variables. These include the social value of making the "right" decision, beliefs

about brands and alignment of brand values and personal values. If other people are involved in the decision, their motivation also affects the behavior of the primary consumer

They may also identify categories of buying motives such as rational or emotional reasons why people eat out and choose one restaurant over another. The key to any business is that they must have a plan to try and understand what consumers are willing to pay for and to try and satisfy their needs. It is not enough to simply open a restaurant and hope customers will come. You have to give them a reason. Maslow is the obvious choice given its popularity in business textbooks. Participant could mention the factors that motivate consumers to purchase without actually naming a theory or theorist. What needs are satisfied when consumers save money on special deals – needs/benefits.

Discuss the impact of unemployment rates2 Discuss the nature of customer relationship management

The key word in “customer relationship management” is management. If you want satisfied customers, an effort must be made to find what they want. Initially, they are facing some dissatisfaction at the implementation of their new marketing plan. Two things should have happened or must still happen The new plan is causing some concern with both the new and old customers. It is time

to evaluate the plan to see what possible adjustments could be made (see question 3). Unless these issues are solved, there will continue to be complaints from both customers (and staff) and the situation will be expected to deteriorate. A plan must be formulated

Training sessions are necessary for the staff. Food preparers will have to find ways of getting the food out faster. Wait staff should discuss the implications of dealing with younger clients. Shift managers could be more aware of seating customers in certain areas and possibly of adjusting work schedules to have certain staff on or off shift during the promotion

The owners must truly want to improve relationships with their customers and must take the lead and set the example

2 Discuss the role of people in services marketing.2 Establish safety policies and procedures.2 Exhibit a positive attitude

Maintain positive body language Smile and nod when listening to customer’s concerns Avoid crossing your arms in front of your chest – this demonstrates that you are

‘closed’ and not listening to what the customer is saying Acknowledge the customer’s concerns and reassure them that you understand what

they are saying and that you will do whatever you can to ensure that their concerns have been addressed

Avoid getting angry and using negative words or tone of voice Avoid using a demonstrative tone with the customer or becoming confrontational with

them2 Explain components of advertisements

Text, image and the organization of the elements

Student should explain that advertisements should be appealing, clear and concise Different mediums of advertisements require different focuses Different mediums of advertisements are: print, radio, television, direct mail, internet

Explain customer/client/business buying behaviorBuying behaviour deals with the reasons or motives customers have for their buying habits, such as where to eat and what to eat when they go there. Eating out is a choice, not a necessity and customers will have to prefer what one establishment is offering more than another. This could include the prices being charged, the quality and type of food offered, the atmosphere inside the restaurant, the locations, even the commitment of the restaurant to issues like sponsoring local teams. Sometimes, customers may not even be able to explain why they choose one place over another other than the fact that they simply feel more comfortable thereParticipants may ask a number of the following questions to determine the buying behaviour of customers:

Who are the customers for electric versus non-electric vehicles? Create a profile of the customer buying process? How do the customer groups differ from one another? What, when and where do customers buy? How do customers rate the NISSAN on quality, service, and value? How satisfied is each customer segment? What customer segments are not having their needs met? Is your customer base increasing or decreasing? Why?

The participant may discuss some/all of the following ideas: need of product/service availability of product/service cost/affordability evaluation of alternatives internal conditions ie. demographics, psychographics, personality etc.

2 Explain employment opportunities in business3 Explain factors affecting pricing decisions

Pricing depends on the objectives of price as it relates to the businesses profitability. The image of the business, supply and demand, the stage of the product life cycle, and the expense related to the product are all considerations. Four factors: costs/expenses; supply and demand; consumer perception; competitionPricing is a competitive tool – indicates quality to the consumer; is a function of supply and demand; position of the company in the market place; laws in place, break even point; economies of scaleParticipant should mention some of the above and how they affect the ability of the restaurant to offer specials on an on-going basis. They want to increase demand by increasing the number of patrons ordering before 5:00 pm, but cannot exceed capacityThe participant should recognize some or all of the following factors:

profit variable and fixed costs of the goods and/or services competition business law and ethics

2 Explain how organizations adapt to today’s markets

Participants should discuss ways that organizations adapt to today’s markets. A business is constantly engaged in the process of renewal when they choose to use this data. Suggested responses may include: Using tools like SWOT analysis and environmental scans to identify ways the business

can improve A SWOT analysis assesses a company’s strengths and weaknesses and the opportunities

and threats that surround it An environmental scan is an analysis of outside information that may have an impact on

an organization Utilize market research and analysis of consumer, competition and marketplace Determine the 4P’s of marketing as related to their organization and product: Product, price, place (distribution) and promotion Determine the 3C’s of their market strategy analysis

Company, competition and customero In this case, market research of their store location and consumers

would be needed, utilizing the 4P’s and 3C’s of marketing / focus on place, competition and customer

3 Explain key factors in building a clientelePeople eating in a restaurant are making a choice. This is normally not a matter of necessity. Therefore, they will choose to eat at this restaurant if their needs are being met. Some of the more obvious reasons they would have are:

The food is good The prices are right They enjoy the ambiance and feel welcome They know the owners They respect and support the restaurant as a member of the community They want their children to be exposed to different dining situations They don’t feel like cooking themselves

If the restaurant owners and management want to rebuild their clientele, they must address these (and perhaps other) issuesStudents need to demonstrate an understanding of why customers will patronize a business; ie, what can the business do to continue attracting and keeping customers. It will not be enough to advertise to attract new customers, it is also necessary to satisfy them in order to keep them coming back frequently. Eating out is not a necessity. Consumers have a choice as to where to spend their money and they will generally do so in a place they enjoy.

The market (consumer attitudes) could be changing, and what has worked in the past is no longer popular.

The demographics (types of customers in the area) may be changing (aging?)There will likely be new competitors that may be trying to copy your success Ensure

every customer has a pleasant experience at the restaurantRelate to creating brand loyalty by providing an excellent product with supreme

service in an amazing atmosphereStudents could also be more specific and include examples of different types of events or promotions the restaurant could use. Just like retail stores change their window and interior displays, even a restaurant has different things they can do to give the customers a new look or feel

This case tries to deal more specifically with having the proper menu items. Did the student explain and develop a defined plan for building and keeping

customers? Did the student address issues related to competition and competitive advantage?

2 Explain legal considerations for pricing false advertising – promising a certain price per plate to get the contract and then

increasing the price setting prices too low to eliminate competition, forcing other competitors out of the

marketExplain legal responsibilities associated with financial exchanges Customers are responsible for all transactions they enter into – including online

transactions where they provide credit card or other financial data Bank responsible for fraudulent credit card transactions if credit card agreement offers Bank responsible for transactions which occur after a debit or credit card has been

reported lost or stolen Banks responsible for transactions which occur if a device is placed on a debit or credit

card machine which copies customer data Banks responsible for transactions which occur if bank system is hacked intoSales are legal contracts where goods are transferred from the seller to the buyer for a price. Payment occurs with the buyer delivers the agreed price and the seller accepts it. The receipt of goods is when the buyer takes physical possession of the goods. At MOMENTUM AUTO, when a car is sold and the buyer pays, or promises to pay using credit, it becomes a legal transaction and the buyer is legally contracted to pay the agreed amount within the agreed time frame. Extending credit, usually involves filling out paperwork and receiving approval to ensure that the (potential) buyer will be able to pay the indicated amount within the time given.

3 Explain procedures for dealing with workplace threats2 Explain procedures for handling accidents

Hire staff with the proper qualifications—first aid, CPR, customer service certifications, alcohol handling

Staff need to be thoroughly trained to handle accidents in the restaurant Create a procedures manual to teach staff how to deal with a variety of risk

situations Train the staff on the manual When an accident has occurred, help the customer, contact the manager, solicit

whatever help is necessary—ambulance, follow up to make sure the customer is fine, fill out an accident report, discover what can be done to make certain that this type of accident does not occur againa) According to the WSIB (Workplace Safety Insurance Board):

i. Get first aidii. Inform employer and ensure payment for transportation and immediate

medical careiii.Pay workers wages for the day of the injury iv.Report injury to the WSIB

- An ‘exceeds expectations’ answer will include preventative measuresThis needs American terminology as well

6 Explain routine security precautions Most stores now incorporate magnetic tags and doorway sensors. Many also now

search their employees bags as they exit the store after a shift. The key here is that it must be done for all items, and for all employees. (This however won’t be effective when the manager who is checking is part of the theft problem.)

Regular rotating inventory checks will find specific areas with shrinking inventory. Security cameras are also an option In this case it would be wise to inform staff of the situation, that jobs have been lost

and that the specific staff who have been fired are not welcome in the store anymore. Hotel security departments usually use preventative tasks such as patrolling,

monitoring, and investigating in order to prevent problems Employees’ are properly screened to ensure that they are trustworthy

Guests are offered storage vaults or boxes to store valuables Adequate lighting is provided in the surrounding environs to ensure that guests and

their property are safe from intruders All staff should be trained in safety and security issues and to consider privacy of

information eg. What room a guest is inExplain the components of advertisementsStudents should reference the major components of ads – the body or copy (the main message which is written if print), the tag line (slogan or short phrase associated with the product), the artwork (graphics and colour), the titles (including the main headline) and the contact (which includes branding – logo- and URLs, phone #s, etc). Students should provide an answer that is descriptive of all of these components

2 Explain the concept of competitionThe rivalry between two or more businesses to gain as much of the total market sales or customer acceptance as possible Helps to maintain reasonable prices, provides consumers with new and improved products, and results in a wide selection of products from which to choose. Forces businesses to operate efficiently. In this case there is a competition between the companies being evaluated, and the evaluations can have a great effect on competition

Competition Did the student discuss the pros and cons of competition? Did the student address issues related to competitive advantage?Competitors Who are the direct/indirect competitors?

What target market are they competing for?.Explain the concept of economic resources Also known as the factors of production, economic resources are inputs to produce

finished goods. These include human resources, natural resources, and capital resources Human resources include the effort and technical knowledge used in production.

Human resources are the people who work to produce the goods and services; also known as the workforce or labour, and includes both the physical and mental work performed

Natural resources include naturally occurring goods such as water, soil, minerals, etc Natural resources are those raw materials we get from the earth, water, and air

Capital resources are man-made resources such as buildings, equipment and money

that is used to produce goods and services Entrepreneurship is sometimes considered another economic resource in that they

innovate new ways to produce new products Economic resources are defined as the means through which goods and services are

made available to consumers. Another term for economic resources are factors of production

The proposed new convention centre will utilize both the city’s human and capital resources in a productive manner

To not utilize these available economic resources would stifle continued economic development, a commitment and vision the city has already embarked upon

6 Explain the concept of Market and Market Identification Market is the term which makes reference to your actual and potential customer base Market identification is the process of identifying existing or potential customers Market segmentation – target a specific group of potential customers – divide the total

market into smaller groups of people who share specific needs and characteristics Geographics – segmenting a market based on where people live – locally, regional Demographics- characteristics of a population – age, gender, income, ethnicity,

education and occupation Psychographics- study of consumer’s lifestyles and the attitudes / values that shape

it Product benefits- features built into products to suit the needs/wants of consumers

Niche Market (very high end users) and Micromarket (local and individual) are two additional means of segmenting the market

6 Explain the concept of marketing strategiesAn organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing planYour marketing strategy is an explanation of the goals you need to achieve with your marketing efforts. Your marketing strategy is shaped by your business goals. Your business goals and your marketing strategy should go hand-in-handA marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goalA marketing strategy is most effective when it is an integral component of firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement

Bottom line: think of the definition of marketing strategy as the high-level rules that direct your marketing activities. For example, if there’s a single influencer who touches all your customers and has a significant impact on the way those customers try to solve their problem... one of your strategies may be to focus on building a strong relationship with that influential individual or companyMarketing strategies are the chosen mix of short-term and long-term marketing activities coordinated to achieve the goals of the business. The strategies used vary depending on the stage of the product life cycle, nature of competition, and availability of resources to commit to marketing efforts. Examples of strategies include but are not limited to:

- Market Introduction Strategies – the primary goal of these strategies is to increase awareness of the product and entice potential customers to try it

- Market Growth Strategies – the primary goal of these strategies is to encourage continued use of the product and increase new sales

- Differentiation Strategies – the primary goal of these strategies is to emphasize competitive advantages over competitors to sway the potential customer in the company’s favour

Market Dominance Strategies – the primary goal of these strategies is to emphasize the organization’s leadership in the market and aggressively maintain that position

2 Explain the concept of organized labor and business. 2 Explain the concept of price in services marketing.

Explain the concept of product mixA product mix is a range of related products that when sold together yields larger sales. For example, selling a chicken burger in a combo as opposed to individually A product mix is the full list of all products offered for sale by a company. In this case, the product mix will also include the service of catering. A product line is a group of goods/services in the product mix that have some kind of similarity. A product is the individual unit. The product mix can have both width (variety of products or product lines) and depth (the assortment of items offered within the product mix). Width – what are we offering? Do customers pick up the food or do we deliver? Will serving the food be done by the customers or do we provide staff? Depth – what food will be offered: current menu, additional items (party favours, napkins, cutlery). These decisions will also include the types of functions (dinners, parties, company meetings or picnics)All the different products a company sellsProduct line – group of related products – in this fast food restaurant – the burger line Depth – adding Tasty Pork is an example of product depthParticipant should identify Pork Tastyas product depth – and indicate whether or not it is consistent with the company image and other products in the lineLikely, participant will mention R&D requirements, surveys, branding, etc. – all factors to be considered when adding to product offeringsStudents would be expected to give a definition of product mix, and perhaps some related terms such as product line. A product mix is the full list of products offered or sale by a company while a product line is a group of similar products. There are certain economies of scale in keeping the number of items offered for sale to a minimum (McDonalds originally only sold 9 separate items), but today’s customers are more sophisticated and

demanding. The addition of other product lines (healthier foods) would attract more customers (especially from their competitors)Product mix is a specific marketing term that is defined as all of the different products that a company makes or sells. This will include not only our food, but other items that will reflect on our image; for instance, customers that would be interested in low-fat foods might also be interested in using containers that didn’t harm the environment. This would include washable cups, plates and silverware along with recyclable products for take-out items. It would also be important to provide a mix of goods that reflects the preferences of consumerseExplain the employee’s role in expense controlParticipants’ should begin with an explanation of the importance of expense control as it relates to this case. Points may include:

If employees are trained on safety precautions and procedures and feel that they are supported with a safe work environment, there will be less personal injuries, more awareness of their surroundings and therefore less damage to inventory

Less injuries leads to less employee absenteeism and a salary expense that is reflective of a productive workforce

Less damage to inventory leads to controlled expense of damaged inventoryIt is the company’s job to train these employees, and it is the employees’ responsibility to use the skills and know-how to help control such expensesExplain the impact of product life cycles on marketing decisions.

4 Explain the nature and scope of financing2 Explain the nature and scope of risk management.2 Explain the nature and scope of the product/service management function

Product management includes developing a product plan, which includes defining goals and objectives, specifying tasks or how goals will be achieved, what resources are needed, and associating budgets and timelines for completion. It also includes implementing the plan along with careful controls to stay on the “critical path”, that is to ensure the plan is being managed according to plan. Product management usually follows major phases with various titles for these phases, including feasibility study, product planning, implementation, evaluation and support / maintenance

Service manager is responsible to make sales and maximize profit margins Respond to customer requests Provide customers with best service possible Determine products needed for customers Responsible to manage the other staff Report to the owner Decisions based on products, pricing, distribution and promotions

Explain the nature and scope of the selling functionParticipants should identify that the selling function provides consumers with the products or services that they want or need. They should also mention that this includes all members of the distribution channel. Participants should explain that the selling process is a personalized communication and influences the purchase of a product or service and future salesParticipants should identify the various levels of personal selling in the apparel

industry as it relates to the level of interaction with customers: Stores that promote a discount image – may have limited sales staff who offer little

service beyond checking out at the cash register Stores that attract customers interested in exclusive, ‘pricey’ items have sales

personnel to not only help customers make buying decisions, but also make customers feel important

Participants should identify that the selling function is not necessarily the same for male and female customers in a female clothing store and that differences should be present to ensure that all clients are being served and all receive the same level of quality from the sales experience

2 Explain the nature of a promotional plan Detailed plan for delivering your promotional mix identifies all the potential promotional activities in promotional mix, who will carry

them out, the costs, etc Calendar based, and is tied in to the buying plan (media, products, etc) It is coordinated with all the different aspects of promotion, with distribution and

inventory, staff being ready, store being set up properlyThe participant should recognize most or all of the following components of a promotional

plan: description of promotional methods associated costs and budget explanation of how promotions relate to objective measure of success; maximizing return on promotional efforts

An outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service. A promotional plan is usually considered a vital planning tool by most business managers that helps contribute toward the successful launch of a new product or service or its expansion into a new market

Promotion is one of the market mix elements or features, and a term used frequently in marketing. The marketing mix includes the four P's: price, product, promotion, and place.[1] Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. Promotion is also found in the specification of five promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity.[2] A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, there are three basic objectives of promotion. These are:[3]

To present information to consumers as well as othersTo increase demandTo differentiate a product

There are different ways to promote a product in different areas of media. Promoters use internet advertisements, special events, endorsements, and newspapers to advertise their product. Many times with the purchase of a product there is an incentive like discounts (i.e., coupons), free items, or a contest. This method is used to increase the sales of a given product

Explain the nature of branding2 Explain the nature of corporate branding

Corporate branding is the practice of using a company's name as a product brand name it creates product brand recognition by use of the familiarity of the brand name. One advertising campaign can be used for several products, all under the brand name. It helps with new product acceptance because customers are already familiar with the nameDorm Outfitters has already established their company’s name with their existing clientele. They should continue to use this corporate branding as it has favourable recognition with their clients. New products, services and clientele that they develop and introduce to their customers should be branded under the existing corporate brand as the brand is already established and has positive recognition in the market. Whichever retailer they choose has to meet the same standards.

2 Explain the nature of direct advertising strategies Direct advertising sends messages directly to customers without the use of media;

examples include direct mail, email and telemarketing Direct advertising also emphasizes a measurable response from customersExplain the nature of direct marketing channelsDirect marketing occurs when the "producer" connects with the end user. The end user may be a consumer or a business. Direct marketing applies to product and service oriented businesses, and to nonprofit organizations. In all situations, there is no intermediary involved. Direct marketing describes this interactive communication with the end user. The participants could suggest several ways to use direct marketing channels including using a direct sales force, catalogues, websites, email, direct mail, telemarketing, seminars, trade shows, and other "one-to-one" techniques to communicate and sell to their customers and clientsThe participant should demonstrate an understanding of the method of selling directly to the consumer without a ‘middle-man.’ The participant should also demonstrate an understanding of which channels to communicate directly with the target audience

2 Explain the nature of effective verbal communicationStudent answers can be vary however they should indicate that communication is effective when it is clear, easy to understand and consistent. Communication is also effective if it is well matched to the target market or target audience of the particular product or message – it should “speak to” the target audience in a clear and interesting manner. Effective communication should also include consistency between communication methods. Communication is the process of exchanging messages between a sender and a receiver Effective communicators need to understand channels of communication and media,

effective listening skills, barriers to communication, and non-verbal cues. In addition, one must be prepared to read for meaning, speak properly, and write effectively

Channels (or media) are the avenues through which a message can be delivered. The choice of medium depends on the nature and importance of the message

Effective listening allows a person to identify the purpose of the speaker, give feedback, and evaluate the speaker’s message

Communication may be impeded by a number of barriers, including physical such as distance and position from the speaker, and verbal as in using vague or unclear language

Lastly, a person’s non-verbal cues—such as his or her tone of voice, emphasis, and body language—are critical because they often communicate as much as the speaker’s actual words

2 Explain the nature of effective written communication Identify modern communicative technology and its impact on the field of marketing Demonstrate knowledge of different methods of written communication including

printed and electronic e.g. letters, memos, and reports for intra-department and company communications

Identify appropriate procedures for using communicative technology in a professional manner when considering legal and ethical implications—use of proper netiquette

Demonstrate knowledge of the 5 ‘C’s of communication: clarity (the message is easily understood, avoid using all capital letters), concise (include only what is necessary), correct (proofread and use proper spelling, grammar and punctuation, check

spelling of names,courtesy (good manners)completion (include all information, and not forgetting attachments)

Identify the principles of verbal and nonverbal communication—speaking, writing, listening, reading, and body language

Explain the nature of marketing management"Marketing Management is the analysis, planning, implementation and control of programmes designed to bring about desired exchanges with target audiences for the purpose of personal and of mutual gain. It relies heavily on the adoption and coordination of product, price, promotion and place for achieving responses."

As the name implies, marketing management combines the fields of marketing and management. Marketing consists of discovering consumer needs and wants, creating the goods and services that meet those needs and wants; and pricing, promoting, and delivering those goods and services. Doing so requires attention to six major areas - markets, products, prices, places, promotion, and peopleManagement is getting things done through other people. Managers engage in five key activities - planning, organising, staffing, directing, and controlling. Marketing management implies the integration of these conceptsMarketing management decisions are based on strong knowledge of marketing functions and clear understanding and application of supervisory and managerial techniques. Marketing managers and product managers are there to execute the processes of marketing management. We, as customers, see the results of such process in the form of products, prices, advertisements, promotions, etcParticipants should be able to identify and explain marketing management as it applies to this situation. The participant’s answer may include:

Marketing management includes the use of practical marketing techniques to manage resources and activities

Tracking and review of a company’s marketing resources and activities Effective marketing management will use a company’s resources to increase it’s

customer base2 Explain the nature of marketing planning

A marketing plan is a comprehensive blueprint which outlines an organization's overall

marketing efforts. A marketing process can be realized by the marketing mix. The last step in the process is the marketing controllingA marketing plan is the company’s strategy for positioning the product and encouraging sales. It includes a determination of the product, price, place and promotion to be used. This expectation is linked to the previous with the identification of the target market. The marketing plan that is used should make sense given the target market that was previously identified for each line. The product launch time should also be included in the marketing planSome considerations for the marketing plan might include:Product: May include identification of each product’s features and benefits: quality,

fashion, trend-setting, etcPrice: The price range has been given in the case for each line. Students may link the

price range to the target market they have identifiedPlace: can involve the positioning of each line within the shoe department of the store.

Solutions should be logical for the image created for each brand and may include merchandising methods used

Promotion: refers to the combination of all methods used to attract and create desire of the customer. This includes advertising, sales promotions, personal selling, etc.

Solutions must be tied to target market and be reasonable for the targeted market and image to be createdExplain the nature of positive customer relationsThe participant should demonstrate an understanding of this concept through examplesA positive customer relations mindset means believing that your customers:

Deserve the very best Are your employers Deserve your focused attention Have the right to expect things of you Have important problems and complaints

Positive customer relations yield benefits to the: Business Employees Customer

Businesses benefit by being: Employees may receive: customer compliments perhaps a raise or promotion for good customer service skills

Customers may benefit from: a more pleasant, satisfactory buying experiencePositive customer relations need to be demonstrated when speaking to customers in person, over the phone, or online. It should also be evident while handling customer complaints, inquiries and requests. Demonstrate good customer relations by doing the following: considering and attempting to meet their needs concentrating on the without distractions follow up with them following through on what you say you are going to do

being efficient in handling issues 4 Explain the nature of positive customer/client relations

The participant should demonstrate an understanding of this concept through examplesA positive customer relations mindset means believing that your customers:

Deserve the very best Are your employers Deserve your focused attention Have the right to expect things of you Have important problems and complaints

Positive customer relations yield benefits to the: Business Employees Customer

Businesses benefit by being: Employees may receive: customer compliments perhaps a raise or promotion for good customer service skills

Customers may benefit from: a more pleasant, satisfactory buying experiencePositive customer relations need to be demonstrated when speaking to customers in person, over the phone, or online. It should also be evident while handling customer complaints, inquiries and requests. Demonstrate good customer relations by doing the following: considering and attempting to meet their needs concentrating on the without distractions follow up with them following through on what you say you are going to do

being efficient in handling issuesExplain the nature of scope of distribution. Explain the nature of staff communicationStaff communication refers to the sharing of information within an organization. This can involve communication from management to other staff members (top-down communication), communication from staff members to management (bottom-up communication), and communication among staff membersStaff communication is an important way to keep staff up-to-date on information that affects the business and that is necessary for them to effectively do their jobs. The student should explain the role does staff communication plays in workplace

safety What is the purpose of changing the current staff communication structure

o Improve productivityo Cut costso Ensure congruency of information relayed to customers

Explain the need for professional and ethical standards in marketingThe participant should identify what ethical and professional behaviour is and why this type of behaviour and standards are needed in marketing. Companies are encouraged to set standards for their employees to follow when marketing their products. Marketers

have a responsibility for ethical behaviour as it relates to advertising and sales Marketers should avoid false or misleading advertising for products or services Marketers should not pressure or mislead consumers with their sales tactics or

promotionsWithout professional and ethical standards, companies may be tempted to engage in deceptive marketing practices. Deceptive practices include, misrepresentation, omission, or misleading practice. Consumers may also encounter deceptive pricing practices or false comparative information. All of these practices may lead the consumer to be unhappy and ultimately stop relying on marketing information from companies. This will make it more difficult for all companies to sell their products

3 Explain the principles of supply and demandSupply and demand determine the prices and quantities of goods and services produced. Supply is the amount of goods and services producers are willing to make and sellDemand is the willingness and ability of consumers to buy goods and services. The law of supply states that price and quantity supplied move in the same direction

(a direct relationship) As price increases, the amount of goods and services supplied increases. The law of

demand states that as price increases, the amount desired by consumers will decrease (an inverse relationship)

When the amount of a product/service being supplied equals the amount being demanded, equilibrium exists in the marketplace at that price.

A surplus exists when there is more supply than demand, leading to lower prices A shortage exists when there is more demand than supply, leading to higher prices

5 Explain the purposes and importance of creditCredit enables businesses to obtain products or money in exchange for a promise to pay later. Businesses use credit to buy materials and supplies from other businesses and credit makes it possible for many companies to purchase goods/services who otherwise would not have the means to do so. Also, companies can extend credit to provide purchasing incentives to customers, enhancing their sales revenue. A business would use credit to purchase product for resale as well as supplies and

assets for the daily operations of the business It would extend credit to customers to increase sales and earn higher profits while

also collecting interest for using credit Credit allows customers to be able to purchase products and pay over a period of

time and not have to pay cash in one lump sum,Explain the role of communication ethics in the provision of business services.

3 Explain the role of promotion as a marketing function Promotion is part of the marketing mix Promotional mix includes personal selling, advertising, sales promotions and public

relations/publicity Talk about promoting brand image and creating brand identity and loyalty Increase awareness Increase sales Persuasive communication Informs people about products and services Used to enhance public image, reputation and to persuade people that the company’s

products are valuable Goals of promotion = AIDA – first attract Attention, then build Interest and Desire

and finally ask for Action Promotion used to convince prospects to select ABC services instead of the

competition Promotional activities explain the major features and benefits of the product/service,

identify where it is sold, advertise sales, answer customer questions and introduce new offerings

Product promotion helps companies to foster good relations with existing customers and creates loyalty

4 Explain the types of advertising media Mail Print Advertising – Newspapers, Magazines, Brochures, Fliers Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events Broadcast advertising – Television, Radio and the Internet Covert Advertising – Advertising in Movies Celebrity Advertising

2 Explain the use of databases in organizing marketing data4 Explain types of business risk

Explain ways technology impacts business servicesProductivity/turnover of tables, improved customer service, inventory control, ordering, improved menu item tracking, sales forecasting, client convenience, etcNegative ways also – ID theft, inappropriate use of technology/data, etcParticipant could indicate that the current situation is an example of when technology can present a problem, rather than being a help to the organizationParticipant could also include some of the specific positives of the use of technology – ie menu tracking – can better serve customer needs, inventory management – will have materials on hand for popular items, able to plan in the kitchen for busier times/items.Positives:

Communication is faster and more efficient Customers have immediate access to company information 24 hours/day An expert who knows the answer can respond to the emails Saves money on a full time receptionist

Negatives: Can seem impersonal Breaks down Customers now expect immediate feedback

Explain ways technology impacts business servicesProductivity/turnover of tables, improved customer service, inventory control, ordering, improved menu item tracking, sales forecasting, client convenience, etcNegative ways also – ID theft, inappropriate use of technology/data, etcParticipant could indicate that the current situation is an example of when technology can present a problem, rather than being a help to the organizationParticipant could also include some of the specific positives of the use of technology – ie menu tracking – can better serve customer needs, inventory management – will have materials on hand for popular items, able to plan in the kitchen for busier times/items.

Positives: Communication is faster and more efficient Customers have immediate access to company information 24 hours/day An expert who knows the answer can respond to the emails Saves money on a full time receptionist

Negatives: Can seem impersonal Breaks down Customers now expect immediate feedback

2 Extract relevant information from written materials Emails must be made a priority for the two office workers Emails from customers must be looked at three times in the day in order to give

prompt feedback Emails from customers must be read and work orders created for the services they

need Work orders should be a standard form that is filled out and given to the plumbers Any questions for clarification need to be immediately emailed back to the customer

or the customer needs to phoned Perhaps a customized email can be added to the website to make it easier for

customers to respond to the email. For example—name, nature of problem, contact information, times available, etc. This will make it easier for the office workers to extract the information

2 Foster Positive RelationshipsAnswers will vary and should include methods of creating good working relationships among all employees of an organization

Answers may also include benefits to the organization of positive working relationships.

Ensure that employees keep personal problems with other co-workers out of work time so that job performance and customer service is the main focus

Ensure that employees are happy and courteous to fellow employees even if they did not have a good day. A negative attitude sets everyone off in a bad way

Make work fun – arrange social events for employees to establish a more personal relationship, not just working relationship (i.e. team sports, get togethers, drinks after work, etc.)- create a bond between workerso Establish team member roles and responsibilitieso Determine a common goal and strategies to achieve ito Lay out employee expectationso Weekly meetingso Strategically match workers by skill, experience, education, interests, etco Open communication – allow employees to approach leader about any issues

they are experiencingo Have fun – plan a social so members can bond on a more personal level and

not just business (i.e. drinks after work, lunch with the team, etc) The company needs to celebrate the success of the new schedule Organize a company picnic or other social event for all of the families that recognizes

that the entire family, not just the employees, has had to make adjustments because of

the changes Perhaps 5% of the 23% cost savings could be passed on to the employees

There are several characteristics that make up good, healthy working relationships: Trust – This is the foundation of every good relationship. When you trust your

team and colleagues, you form a powerful bond that helps you work and communicate more effectively. If you trust the people you work with, you can be open and honest in your thoughts and actions, and you don't have to waste time and energy "watching your back."

Mutual Respect – When you respect the people that you work with, you value their input and ideas, and they value yours. Working together, you can develop solutions based on your collective insight, wisdom and creativity

Mindfulness – This means taking responsibility for your words and actions. Those who are mindful are careful and attend to what they say, and they don't let their own negative emotions impact the people around them

Welcoming Diversity – People with good relationships not only accept diverse people and opinions, but they welcome them. For instance, when your friends and colleagues offer different opinions from yours, you take the time to consider what they have to say, and factor their insights into your decision-making

Open Communication – We communicate all day, whether we're sending emails and IMs, or meeting face-to-face. The better and more effectively you communicate with those around you, the richer your relationships will be. All good relationships depend on open, honest communication

4 Handle customer/client complaintsSimilar to handling difficult customers – remain calm Follow a step by step process Listen to the complaint Apologize for customer feeling this way Try to explain why this situation may have occurred, If possible rectify it, or call

someone more superior (manager) who can Acknowledge the frustration and disappointment that the customer must be

experiencing Admit that this was a human error on behalf of the staff and that errors do happen and

you will do everything you can to locate another watch for the customer2 Handle situations when the customer is at fault2 Identify communication channels used in sales promotion

Marketing communications are the means by which firms attempt to inform, persuade, and remind consumers - directly or indirectly - about the products and brands that they sellTraditional methods can be covered (print, television, radio) as the target market is an older audience who may/may not use social media (the target are those who are purchasing the gift cards, not the graduates themselves)Communication channels used in promotion may include: Print media – newspapers, magazines, direct mail Broadcast media – radio, television Display media – billboards, signs, posters Electronic media – internet, mobile web Social media – Facebook, Twitter, Instagram, etc.

The participant should demonstrate an understanding of the target market and select the appropriate promotional medium (i.e. print, broadcast, etc.)Identify company’s brand promise

Participants should make the connection between the company’s slogan, “A positive place for positive results” and the mindset of the employees. Brands are names, terms, designs, or symbols that distinguish a product from their competitors and they communicate features, benefits, qualities and value. Effectively using the slogan will help build product recognition, customer loyalty and ensure consistent qualityIn this case the company’s brand promise is delivered through their brand name (the name of the company), and their slogan to build that into their entire business through employee behaviour and customer’s expectations and the importance of living up to it to maintain their image

2 Identify company’s unique selling proposition The key to effective selling in this situation is what advertising and marketing professionals call a "unique selling proposition" (USP). Unless you can pinpoint what makes your business unique in a world of homogeneous competitors, you cannot target your sales efforts successfully. Pinpointing your USP requires some hard soul-searching and creativity. One way to start is to analyze how other companies use their USPs to their advantage. This requires careful analysis of other companies' ads and marketing messages. If you analyze what they say they sell, not just their product or service characteristics, you can learn a great deal about how companies distinguish themselves from competitorsUncover the real reasons customers buy your product instead of a competitor's As your business grows, you'll be able to ask your best source of information: your customers. For example, the pizza entrepreneur could ask them why they like his pizza over others, plus ask them to rate the importance of the features he offers, such as taste, size, ingredients, atmosphere and service. You will be surprised how honest people are when you ask how you can improve your service

3 Identify information monitored for marketing decision-makingTarget and segment markets for a new endeavor need to be explored thoroughly. It is possible to identify the type of customer that would be more likely to eat in each of the two styles of restaurant. The majority of the information required would involve determining the demographics and psychographics of the potential customers in each city. Demographics are the finite or definitive characteristics of a group of people in an area and would include a combination of age groups, incomes, education, occupation, type of dwelling, living downtown or in suburban areas, size of the family, etc. Psychographics deals with is their attitudes and interests

The company would also have to determine the competition already in each market to determine if there are enough customers to support an additional restaurant how often customer frequents establishment revenue per customer area that customers come from demographic characteristics revenue per customer

3 Identify internal and external service standards The participant must first show an understanding and explain the difference between the internal and external customer. Internal Customer can be someone that works within the

same department or even another position in the company, and the External customer is the individual who is buying from the company or using the company’s services. It is important to note that both internal and external are based on the needs and expectations of the customers. Internal service standards may include:

Treating employees with respect Lead by Example and be true to your word Create a Team atmosphere; ensure that everyone is motivated to give 100%

External standards may include: Being professional, courteous and treating Guests with respect Showing Empathy and ensuring Guests feel understood Creating unconditional loyalty by ensuring memorable experiences that will result

in having Guests feel the need to return3 Identify product opportunities

Need to identify appropriate target markets and further develop their individual needs and wants. This would be preferable to simply advertising a general service. Many of the answers will be based on the specific location and demographics we deal with. Requires market research, market segmentation, product research etc

3 Identify product’s/service’s competitive advantageAn advantage that a firm has over its competitors; allowing it to generate greater sales or margins and/or retain more customers than its competition. There can be many types of competitive advantages including the firm's cost structure, product offerings, distribution network and customer supportCompetitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition. It is the reason behind brand loyalty and why you prefer one product or service over another. There are three different types of competitive advantages that companies can actually use. They are cost, product/service differentiation, and niche strategiesCost is not going to change in terms of the service provided, except that for the customer it provides convenience in still being able to get to work easily, To add product service differentiation, providing transportation to work would be an added value for the customer. Being the only service centre close to the place of employment of so many people is a niche strategy and making special offers to these customers will create a brand loyaltyWith the advent of product differentiation and niche and direct marketing, that reality has changed, and now there are niche markets in which both individual and wholesale buyers are looking for products with very specific characteristics or special services. These characteristics often use strategies that don’t focus on costs and volumes exclusively; rather the product or service may be of premium quality, be differentiated from other products and services available in the market (such as organic, natural, or humane production), or have a value-added component (i.e. flavored meats, pre-washed salad mixes, etc.)

2 Identify research methods used to evaluate the quality of business services2 Identify skills needed to enhance career progression

Identify the impact of product life cycles on marketing decisions Increase marketing at the Introduction Stage of the product life cycle Growth stage of product life cycle, increase advertising Maturity stage of product life cycle, maximize marketing campaign

Reduce marketing at the decline stage of the product life cycleFive stages of the PLC – Introduction, Growth, Acceptance (maturity), Decline and Decision Point

PLC explains the different stages of customer acceptance of an item Introduction – birth of a new product, very expensive stage as dollars are being

poured into developing the new product. Early adopters are the consumers who will purchase the goods so marketing should be focused on these trendsetting consumers. Advertising in magazines are through popular media outlets (celebrities) are also useful for engaging the early adopter

Growth - Customer acceptance is limited at this stage as the item is new – the item is available on a small scale – retailers purchase small amounts and watch to see how they are received by the customers. Marketing decisions are crucial at this stage – advertising should be at its height because the product still needs to catch on. Word of mouth advertising is also important here. Do not want the product to be removed early (BUST)

Maturity – sales increase slowly at this stage. Advertising here is based on the reputation of the product that has lasted so long

Decline – marketing here may be based on a change in price, packaging/design, or the campaign

Decision Point – it is at this point where marketers may elect to completely repackage or rebrand the product in attempt to create a new buzz

Students will present various ideas that will fit within this framework. Students should recognize that marketers need to be mindful of their customers and

their progressing acceptance of the goods they offer. Various promotional strategies should be utilized in order to keep customers interested in purchasing books

may also discuss fads, niches, or seasonality in looking at how to respond to sales opportunitiesParticipant should identify the stages of life cycle and that Tasty Burger’s new product offering is at the development stage and requires the associated promotion and attentionThe student could indicate the necessity of market research to determine target market, effects of this new product on the current offerings, price, etc.

2 Identify ways to track marketing-communications activitiesWeb traffic and traffic patterns e-newsletter response rates event registration phone calls press mentions referrals social media metricsParticipants may discuss keeping track of chatter via social media as well as monitoring the amount of surveys that are completed

8 Interpret business policies to customers/clients Employees should be well trained on the policy. Provide many examples of how the

policy can be interpreted After this situation has been handled, it should be used as an example for employees

for future reference Phone and explain clearly that the restaurant is sorry that COMPUTER CORP’s visit

was unsatisfactory Explain the new changes Book a new reservation

Interpreting business policies typically involves explaining company procedures, often

written in bureaucratic language, to customers who are already irritated and upset. By acknowledging their frustration and using plain and ordinary language to describe what's required from the customer to proceed, customer service representatives can diffuse a tense situation, maximize the opportunity to conduct a successful transaction and provide pointers to other information, such as brochures, website links and other phone numbers for help and supportBack up the business policy by describing how it helps streamline business transactions that actually help customers in the long run. Provide details about why changes to previous policies make the current policy more advantageous in terms of long-term gains. Cite any laws, studies conducted, customer feedback obtained or conventional business practices that reinforce the implementation of the business practiceInvolve customers in the interpretation of any business policy. Ask for candid feedback about how the rules impact their business. For example, record input with online surveys using free software applications such as Qualtrics, Zoomerang or SurveyMonkey. Publish your findings so that customers can see that you have taken their feedback seriously and intend to act on their suggestionsPropose an implementation date that allows the customer time to adjust to your new policy and enforcement of a current policy. Ensuring customer satisfaction involves validating that new mechanisms meet the needs of existing customers and future customers alike.

5 Maintain a positive attitudeIndicators of a positive attitude include:

Smiling when appropriate Expressing the problem as solvable by proposing possibly solutions/options for the

customer Increasing the level of comfort in a stressful situation

Maintain data security3 Maintain positive attitude3 Make oral presentations

Is the student speaking professionally and communicating clearly Are the indicators flowing into each other smoothly Is the student speaking directly or are they reading from their notes

2 Monitor internal records for business information Information is the foundation of control The emails and phone calls should be monitored. The results should be communicated

to the employees that are not adhering to the policy and their managers. Employees that are not following the policy should be disciplined. This would entail being warned verbally once, written up at the second offense, suspended without pay at the third and fired at the fourth offense. This process may vary based on how the employees deal with these steps

Employees that adhere to the new policy should be acknowledged This is a company that makes money by dealing with secure credit card information.

All of the internal records (beyond emails and phone calls) should be monitored on a continual basis

Proper inventory control is necessary to prevent loss Inventory is an asset of the business that needs to be protected Internal records provide the history of the business which helps to predict and plan for

the future2 Orient new employees

When new employees are hired, it is important they complete an orientation process. This is used to introduce them to the business’s culture, brand and ways of working. It is also an opportunity for the business to communicate its expectations based on accountabilities, customer service, quality, etc. Orientation also involves training new employees on how to do their jobsThe participant may discuss the role of the assistant manager in training new employees. They may also point some specific aspects of new employee orientation that will be important, such as: Giving new employees a tour Providing new employees with an opportunity to shadow other employees doing the

same job Providing new employees with training on any equipment they are required to operate

including POS systems, computer-based systems for entering customer orders and making table reservations, etc

The participant may also provide additional examples of what will be included in new employee orientation at this restaurant Once a candidate is selected, the most basic part of training is employee orientation

through which employees get acquainted with company policies and programs, personnel with whom they will interact, and the nature of the job

This probationary period can last between 2-4 weeksMentors may be assigned within a relevant department to assist the new employee through this process

2 Persuade othersProtect company information and intangibles Firewall Software - Firewalls are used to block and prevent unauthorized access to

computer files. Firewalls prevent unwanted visitors from entering a computer system to use files, gain personal information or destroy computer data. A good firewall should be part of the bank’s system

Allow employees access to information which is job related only – block everything else Any file that contains a credit card or client number, for instance, can be automatically tagged with restrictions that encrypt it when it's put on a USB drive. Or, if that same information is shared within a company, the applicable rules might prevent those who see it from cutting and pasting any of the names and addresses

Monitor data as it flows in and out of networks--including through USB ports, e-mail, file transfer protocol and Web browsers. Also monitor data leaving a company's network, blocking the movement of sensitive data or encrypting it

Install software that classifies data by modeling their movement and watching for anomalies that might be signs of penetration or insider misbehavior

Simple and effective internal threat management procedures can help prevent employee information leaks from happening to the bank. This will protect the company’s most confidential and valuable information from being exposed to unauthorized parties Be aware of where critical corporate data is located and who has access to the

data

Develop an acceptable use policy for all employees that outlines appropriate use of corporate assets, information and intangible assets. This policy should outline company procedures when a violation takes place

Consistently enforce policies and procedures and revise as required Ensure there is an internal incident response plan and that the appropriate

resources are available in-house to handle information loss or access by unauthorized employees or outsiders

3 Provide legitimate responses to inquiries Emails need to be responded to in a timely fashion—some of the emails might be

about an emergency situation All emails should be looked at three times a day—this is a priority for the business Perhaps a new person needs to be hired A plumber may need to be called for explanations about the content of the email. If

the office assistant cannot answer the email accurately, he/she should have access to a plumber to ask for help

Responses to emails must be done accurately and quicklyReinforce service orientation through communication

Service orientation refers to a focus on service. In communication, service orientation can be maintained by demonstrating emphasis on customer service in all communication. Similar to handling difficult customers, communication with a service orientation should demonstrate empathy and a focus on finding solutions that will satisfy the needs of the customer staff to be trained in proper customer service techniques, including greeting

customers, asking to assist them, wishing them a good day when leaving, etc customer service training, tips and messages to take place on on-going basis in staff

meetings, employee newsletters, employee bulletin boards training to include role plays of customer service situations thanking customer to be part of role plays concluding transactions at cash employees must make it clear to customers that we want to help them; the whole

experience in our store must be positive open communication from customer – employees – management (full circle) customers can be given opportunity to fill out comment cards/on-line surveys,

perhaps with chance to win something/discountsemployees also be given chance to fill out feedback forms, surveys, suggestions

2 Respond to customer inquiries6 Show empathy for others

Empathy is defined as the ability to understand and share the feelings of another. Thus, an empathetic student will try to directly relate to the customer’s feelings considering the sensitivity and importance of the event – the customer’s wedding. The company should provide an opportunity for employees to voice their grievances, have input into the schedule and be a part of the decision-making process. Perhaps a few employees could sit on the committee to determine how the new schedule will work. Empathetic comments might include: I understand how important this event is and how hard it must be to plan everything in

time I understand that you are upset and worried about your event

Acknowledge the frustration that the customer must be feeling Explain that you too would be frustrated and upset if this happened to you It is important that businesses anticipate possible problems and explain to the

customer the steps that they can take to resolve the issue Present in a positive way all of the things that the store will do to resolve this issue

7 Use appropriate assertivenessTo be able to handle conflicts the proper way you must be assertive. Assertiveness is when you make your feelings known and make changes that will reduce your stress without making you feel guilty. When you are assertive you reduce the anxiety in conflict situations. Finally, assertiveness can bring you increased respect from others, allow you to get rid of negative or hurtful feelings and help you achieve your goals Describe the other person's behavior. – The client made a reservation through a

third party site rather than the more trusted hotel itself Express your feelings (use "I" statements) Focus on the action, not on the person

as being a problem. I am very sorry, but I cannot make changes to the fact that all of the suites are already booked. I don’t know how CheapCheap

Specify what you want changed Offer a reasonable solution. Make an offer, with explanations, perhaps a chart, showing that you are meeting the client half way, and offering them paper documentation about the discrepancy between the special rate offered by the hotel and that offered by the 3rd party web site for their pursuit of compensation from CheapCheap

Consequences Outline clearly and calmly what will happen if nothing is changed. Obviously there cannot be a suite made available, so either the 2 standard rooms adjoining are accepted, or assistance could be offered to find a similar suite at another hotel nearby.

2 Use conflict resolution skillsThe participant may demonstrate conflict resolution skills by: Clearly communicating the company’s policies and procedures Effectively listening to the customer’s concerns and questions Responding appropriately to the customer’s concerns and questions Actively seeking a solution that both parties are satisfied with Identifying when an approach or proposed solution is not working and suggest other

possibilities to solve the problem It is important to listen carefully to all sides of a situation Conflict can be constructive if handled properly. They could have just moved their

business without telling you and giving you an opportunity to fix the situation Work collaboratively with the staff to brainstorm possible solutions to the problem.

This way the staff will buy in to the solution. As well, they may have some clever and creative ideas to solve it

It is possible to make both sides happy; they just need to be separated2 Validate credit history

Customer has never been past 10 days past due on any debts Consistently paying a Visa and MasterCard bill, therefore building a credit history

2 Write promotional messages that appeal to targeted markets