Rubrics Key

This key is only meant to guide the judge in the Oral event. As a team and with your Series Director, discuss various scenarios and, as a consensus, decide on a model to follow.

AAM Event 1 Answer Key

PERFORMANCE INDICATORS

1. Evaluate vendor’s merchandise.The participant should consider the following when evaluating a vendor’s merchandise.

Will the merchandise suit their target customer? Is the merchandise the right fit for their image and stores? Is the quality and styling of the merchandise something that works with their reputation? Costs of the merchandise - to the retailer (including shipping costs) – costs to the public Production capabilities, past experience, product quality, the availability of special buying

arrangements or services that correspond to this vendor When dealing with a vendor for the first time, buyers might solicit references to determine the

vendor’s reputation. Many businesses maintain resource files and journals that document past experience with vendors. Such a journal may include an evaluation of product quality, delivery performance, and customer service. Returns relating to the quality of products may cause a vendor to be dropped.

2. Determine customer/client needs.The participant should use the following strategies to indentify out what a customer/client needs are: Questioning Observing Listening After carefully doing all of the above, vendors should continue to observe and listen carefully while

making suggestions of merchandise to the client They should listen for verbal and non-verbal clues and respond / alter their responses appropriately

3. Identify components of a retail image.The participant should identify the following when discussing the components of a retail image:

Advertising – creates public awareness of the store and products On line promotion and advertising about the store – word of mouth through social networking Sales promotions – these should compliment and reinforce advertising efforts and stimulates sales Marketing image and publicity – builds an image of the store in the public’s mind about the store and

its products Personal selling – the actions and behaviours of the sales persons in the store Quality of merchandise should be as advertised to maintain confidence in consumer marketplace Product – the goods should fit with the marketing strategies to attract the ideal consumer

4. Explain business ethics in product/service management.Business ethics that relate to product/service management focus on making customers aware of product information that can affect safety and health when the product is used. Some of the general areas that the participant should identify include:

product recalls allergy information labeling clear instructions on how to care for the good or serviceSpecifically, the participant could identify that labels for proper care of their garments should be included, as should labels identifying the materials used and country where the garment was manufactured

5. Choose vendors.The participant should identify some of the following criteria that buyers should be aware of when selecting

suppliers to work with: Production capabilities Past experiences Product quality Special buying arrangements Special services Pricing

Buyers should have clearly defined expectations and standards so that vendors are aware of what should be delivered.

Overall impression and response to the judge’s questions (Communication, Thinking/Inquiry) Were they able to think quickly and respond logically to your questions? Rational/logical explanation with supporting evidence and examples? Was there a variety of ideas? Were the ideas unique? Ability to link ideas? Vocabulary and grammar? Eye contact / Body Language! Handshake?

.During the course of the role-play, these questions are to be asked:

1. What are some of the ways that a retail chain like THE DEEP END can determine emerging fashion trends?

The participant should devise a logical answer from a business perspective. Responses may be but are not limited to the following: Follow fashion shows and entertainment shows which often highlight emerging trends See what their ideal customer is currently wearing and offer trends that will build on that style See what is happening overseas and in off shore marketplaces in terms of fashion trends

2. In evaluating a vendor, to what extent does it matter how long the vendor has been in existence?The participant should provide reasoning as to how they respond to this question. They could answer in different ways but should be able to support their particular answer. Yes it matters – discuss vendor reputation, quality, service record, etc.; No it doesn’t matter – discuss the willingness to try new vendors and investigate emerging markets with safeguards in place regarding products and shipping – important way to stand apart in the marketplace with promotion of new vendors and products.

Rubrics Key

This key is only meant to guide the judge in the Oral event. As a team and with your Series Director, discuss various scenarios and, as a consensus, decide on a model to follow.

AAM Event 2 Answer Key

PERFORMANCE INDICATORS

1. Explain the nature and scope of the selling function.Participants 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 sales.

Participants 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 importantParticipants 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. Adapt communication to the cultural and social differences among clients.Participants should explain that communication is the process of exchanging messages between a sender and a receiver. They should identify that one must be an effective communicator, in terms of both sending and receiving messages, to be successful in adapting communication to the cultural and social differences among clients. Some of the areas of communication that the participant should identify are:

effective listening skills – this allows a person to identify the purpose of the speaker, give feedback, and evaluate the speaker’s message

barriers to communication – can be impeded by the distance and position from the speaker, or verbal impediment through the use of vague or unclear language

non-verbal cues – a person’s tone of voice, emphasis and body language are critical because they often communicate as much as (if not more than) the speaker’s actual words

Participants should identify that cultural and social differences occur among clients and the most successful way to adapt their communication to these differences is to ask questions, observe and listen for feedback. They should watch for non-verbal feedback and respond appropriately when given. They must alter their sales approach, as they should for all clients (no two clients are the same and the same sales approach will not work on everybody). Adaptability, thinking on their feet, creativity and responding to feedback are all tools that they should employ when communicating with clients.

3. Determine customer/client needs.The participant should use the following strategies to indentify out what a customer/client needs are:

Questioning Observing Listening After carefully doing all of the above, vendors should continue to observe and listen carefully while

making suggestions of merchandise to the client They should listen for verbal and non-verbal clues and respond appropriately

4. Handle difficult customers.The participant should identify some of the items on the list below when discussing a process for handling customer complaints:

Listen Take the customer aside to discuss the complaint Repeat the facts to show that you understand what the customer has stated Maintain eye contact and positive body language (do not cross arms or turn away) Get assistance from a supervisor, if necessary Establish a plan that determines the next action step

5. 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 inquiries. Participants 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.

Overall impression and response to the judge’s questions (Communication, Thinking/Inquiry) Was there a variety of reasons? Were the reasons justified? Ability to demonstrate reasoning? Were they able to think quickly and respond logically to your questions? Rational/logical explanation with supporting evidence and examples? Vocabulary and grammar? Eye contact / Body Language! Handshake?

During the course of the role-play, these questions are to be asked:

1. What is something that sales associates of THE FASHION CLOSET could do that would help to make repeat buyers out of male customers?Participants should identify at least one technique that a sales associate could employ when attempting to make repeat buyers out of male customers. Responses may be but are not limited to: Ensure the shopping experience is positive through an engaged and positive selling atmosphere Ask to record the date(s) of upcoming events for which the male customer may need a gift and ask

permission to contact the customer prior to that event to offer special merchandise for the event Offer free gift wrapping and/or delivery of the item Offer to include a free gift card with the wrapped package - to save the customer from going to

another store to get a card Follow up with the customer, with a personal phone call, when promotions or new items are in

stock that the customer has mentioned they may be in the market for

2. At what part of the sale should suggestion selling occur and why?Suggestion selling should occur after the initial introduction and the initial act of active listening to determine what the client needs or wants. This should occur immediately after the brief exchange of determining the needs of the customer. The speed with which this occurs will demonstrate to the customer that you have heard what they have said and now you are acting upon their wishes. You may suggest items for them to purchase once you have determined what it is they are looking for. If you do not do this in a timely fashion, you may loose the interest of the customer in that they may think that you have not heard their requests and/or you have no merchandise to offer them.