Elements and Performance Criteria

RANGE STATEMENT
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Characteristics of products or services may include:
brand
brand loyalty
compatibility with other products, services or equipment
degree of customisation
design
durability
ease of maintenance
features
flexibility
functional performance
innovativeness
occupational health and safety issues
packaging
pollution hazard reduction
quality
range of size, colour or other factors
reduction of risks to health and safety, such as noise
robustness
styling
technical features
upgrading
volumes available
Pricing variables may include:
cost of ownership
credit terms
discount percentages
discount structure
financial deals
leasing arrangements
price point chosen
psychological elements
residual value
sales
special offers
stage payments
Promotional methods may include:
impersonal promotion such as:
advertising
sales promotion
personal promotion such as:
direct marketing
face-to-face selling
personal selling
segmentation
Marketing may include:
business-to-business marketing
direct marketing
ideas marketing
marketing of goods
public sector marketing
services marketing
telemarketing
Channels of distribution may include:
dealers
delivery service
distributors
e-business
franchisees
internet
mail order
podcasts
re-seller
retail
self-service
telesales
wholesale
Level of customer service may include:
after sales service
call centre support
electronic client service
no customer service
one-on-one personal service
sales assistance for problems or queries only
Marketing mix may include:
customer service variables
distribution variables
pricing variables
product or service variables
promotional variables
Customer priorities, needs and preferences may include:
required or preferred products/services
preferred price point
preferred purchase volume in units and in dollars
preferred method of payment
preferred time and place for responding
preferred time and place to take delivery
preferred medium to respond to direct response offers such as:
in person
mail
phone
website

EVIDENCE GUIDE
The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
developing a report containing a description of activities undertaken to establish a marketing mix in an organisation, including information on each element of the marketing mix, such as:
levels of customer service to be provided
how a product or service will be distributed
how a product or service will be priced
whether additional products or services will be offered
how the product or service will be promoted
reporting on at least one review of the success of marketing mix activities developed including coverage of any necessary adjustments made.
Context of and specific resources for assessment
Assessment must ensure:
access to an actual or simulated workplace
access to office equipment and resources
access to organisational and marketing strategic plans.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
analysis of responses to case studies and scenarios
assessment of written reports on the marketing mix
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations on the marketing mix or changes made to the marketing mix
oral or written questioning to assess knowledge and understanding
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBMKG501B Identify and evaluate marketing opportunities
other marketing units.