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.
What will be supplied may include:
additional products or services
automatic delivery into the future
brochures
catalogues
entry in a prize draw
free trial periods
guarantees
instalment payment terms
premiums
product or service being offered
sales presentations
warranties
What the respondent must supply or do may include:
responding to a telephone call
completing a response form
transmitting a response form
making a payment for things such as:
insurance premiums
order processing or account handling fees
postage or freight fees
product or service base price
single or multiple instalments
providing information such as:
address
bank account details
birth date
credit card account details
email
gender
name
PayPal account details
phone number
selecting a payment method such as:
cash on delivery
cheque
company purchase order
credit card
e-cash
money order
wire transfer
selecting preferred delivery method such as:
delivery to third party transfer point
delivery to local, regional, national, continental or international location
pick up at supplier's premises
Types of offer may include:
making a direct sale from the organisation
establishing an ongoing account where the response includes a commitment to future purchases such as:
continuity of supply
subscription
generating a lead for a direct sale
generating a lead for a sale by a third party such as:
retailer
wholesaler
agent
recording interest to generate information from customers and prospects which guides an organisation to modify existing offers and to create new offers
Options may include:
providing alternatives on:
delivery methods
order placement methods
payment methods
quantities available for purchase
what is available to buy
Vehicles for customer feedback may include:
complaints forms
feedback forms
telephone hotlines
web response forms
Modifying products or services may include:
adjusting, modifying, changing or replacing characteristics such as:
appearance and behaviour of staff delivering products or services
delivery methods
design or content of brochures or catalogues sent in fulfilment of multi-step marketing offers
maintenance and repair arrangements
packaging
quality, performance or customer satisfaction guarantee
Marketing problems may include:
high response rate with low profitability
low average order value
low response rate and high cost per response
Type of direct marketing sale may include:
one step sales requiring things such as:
delivery details
how to order
presentation of products or services
pricing of all possible response options
multi-step sales requiring things such as:
sending catalogues
presenting the product or service
making a sales presentation
visiting stores
third party sales
Factors affecting pricing may include:
those based on gross margin targets
those based on economies of scale
discounts for volume purchases
fluctuations in purchasing cost of:
capital
energy
labour
raw materials
Short-term pricing strategies may include:
free or discount bonuses
introductory prices for new customers
sale prices
Payment term options may include:
credit provided by a marketing organisation
leasing options such as:
buyback
hire purchase
novated
which credit cards are accepted

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:
designing and testing a range of direct response offers which meet organisational marketing objectives
developing a pricing structure, customer service levels and relevant support materials for at least one product or service
presenting a direct response offer for a product or service.
Context of and specific resources for assessment
Assessment must ensure:
access to office equipment and resources.
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 examples of direct response offers
demonstration of design, testing and refinement techniques
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
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers
tests of knowledge on offer component, offer type, pricing structure, customer service and creative options for direct response offers.
Guidance information for assessment
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBMKG410A Test direct marketing activities
other marketing units.