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.
Criteria may include:
attitude
average order value in units and dollars
desired benefits
business characteristics
consumer needs
demographics
geography
lifestyle
lifetime value in units, dollars and number of transactions
product or service usage
psychographics
recency and frequency of response to direct marketing activities
social and cultural factors
Sources of information for segmenting and profiling markets may include:
advertising sales representatives
existing research data
industry sources
media representatives
original a priori research (where the market segments are assumed at the beginning and research is used to confirm them)
original response based research
owners or brokers of mail, email and phone lists
sales representatives
website operators
Usefulness in terms of size may include:
segments which are large enough to justify the expense of creating distinctive offers and creative executions
small segments which are viable if telephone and email are used as communication media rather than other types of media
Potential may include:
high response of market segment members to test campaigns
high response to previous campaigns by members of market segments
Distinctive needs may include:
specific price points
specific products or services
specific response vehicles such as:
store visiting only
website only response
specific timing of communications such as:
day of week
seasonality
time of day
Easy identification of members may include:
flags such as:
postcode
date of last purchase
geographical location of segment members, such as:
city
metropolitan region
regional centre
rural region
state or territory
spending habits such as:
one-off purchasers
subscribers
Distinctive media use patterns may include:
age
email use
ethnic language television, newspapers and radio
gender
internet use
mobile phone use
special interests
Selection of market segments may be contingent upon:
expected frequency of purchase
expected lifetime as customers
expected volume of purchase
how efficiently segment members can be reached with targeted communications
one or more segments
Approaches may include:
describing total market in dollar or unit terms as gross sales of all other products or services similar to those offered by the organisation
describing total market in prospect terms as those most similar to current customers
identifying consumers with relevant needs
identifying current users of a product or service
identifying people with related characteristics
Prospective users may include:
market segment users most similar to current customers
Segment descriptors may include:
demographic descriptions
geographic descriptions
historic descriptions such as:
volume of purchase
frequency of purchase
psychographic descriptions
Strategic marketing options may include:
advertising strategies such as:
most cost effective creative executions
most cost effective media or media vehicle for each segment
most cost-effective media or media vehicle
distribution strategies such as:
one-step
multi-step
innovative strategies
Targeting strategies may include:
anniversary of first purchase
concentrated, differentiated and mass strategies
de-duping prospect lists against customer lists
differentiation and segmentation
ease of entry
frequency of purchase
gender
geography of home or workplace
growth considerations
innovation
market share
media usage
niche markets
price sensitivity
purchasing power
recency of purchase
sales volume
Standard statistical terms may include:
categories used by the Australian Bureau of Statistics in collecting and reporting census data
media selection terms such as:
behaviouristics
demographics
geo-demographic analysis of census data available from proprietary research suppliers
geographic selections and segmentations
Demographic descriptions may include:
age
date and place of birth
disability
education
first language
gender
household income
indigenous Australian
languages spoken at home
marital status
nationality
number and age of children
occupation
Psychographic descriptions may include:
activities
affiliations
attitudes
interests
lifestyle
opinions
political views
values
Positioning strategies may include:
competitive positioning
conspicuous positioning
convenience of use
convenience to buy
image perceptions
market follower positions
market leader positions
Me-Too positioning
prestige and exclusive positioning
pricing
quality
repositioning
service positioning
uniqueness
value positioning
Marketing requirements may include:
business-to-business marketing
direct marketing
ideas marketing
marketing of goods
public sector marketing
services marketing
telemarketing

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 market positioning strategy that documents market segmentation, consumer profiling, targeting and strategies relevant to a product or service being offered to the marketplace.
Context of and specific resources for assessment
Assessment must ensure:
access to appropriate documentation and resources normally used in the workplace
access to information on past profiling, segmentation and targeting performed for a product or service.
Method of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following assessment methods are appropriate for this unit:
assessment of positioning implementation plan
direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of the application of criteria to segment markets, selection of targeting strategies
oral or written questioning to assess knowledge and understanding
presentation of marketing profiling activities
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:
BSBMKG402B Analyse consumer behaviour for specific markets
BSBMKG507AInterpret market trends and developments.