Business to Business Marketing 2017 State/Provincial 1
CAREER CLUSTER Marketing
CAREER PATHWAY Marketing Management
INSTRUCTIONAL AREA Selling
BUSINESS TO BUSINESS MARKETING EVENT
PARTICIPANT INSTRUCTIONS
The event will be presented to you through your reading of the General Performance Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 60 minutes to review this information and prepare your presentation. You may make notes to use during your presentation. You will have up to 15 minutes to make your presentation to the judge (you may have more than one judge). Turn in all of your notes and event materials when you have completed the event.
GENERAL PERFORMANCE INDICATORS
Communications skills—the ability to exchange information and ideas with others through writing, speaking, reading or listening Analytical skills—the ability to derive facts from data, findings from facts, conclusions from findings and recommendations from conclusions Production skills—the ability to take a concept from an idea and make it real Priorities/time management—the ability to determine priorities and manage time commitments Economic competencies
SPECIFIC PERFORMANCE INDICATORS
1. Explain the role of customer service as a component of selling relationships.
2. Explain company selling policies.
3. Analyze product information to identify product features and benefits.
4. Use co-branding strategies.
5. Leverage product’s/service’s competitive advantage.
Published 2017 by DECA Inc. Copyright © 2017 by DECA Inc. No part of this publication may be reproduced for resale or posted online without written permission from the publisher. Printed in the United States of America.
CASE STUDY SITUATION
You are the director of marketing and director of sales for EMERALD MOTORS NORTH AMERICA, the North American division of an Asian manufacturer of several makes of automobiles. EMERALD MOTORS is consistently ranked second in safety, reliability and sales but for the last twenty years has ranked higher than any American automobiles in all areas. EMERALD MOTORS’ vehicles are considered mid priced.
EMERALD MOTORS’ top selling vehicle is the EMERALD Adventure, a four door sedan with seating for five, four airbags, a backup camera, a V6 engine and blind spot monitor. It is one of the safest vehicles on the road. Standard leasing options for the EMERALD Adventure include $1,500 due at signing, $249/month for 36 months for qualified leasers.
Executives for EMERALD have been monitoring the success of ZUBER, an online transportation network company that matches users with smartphones to ZUBER drivers that can transport users to desired destinations. ZUBER has easily become more successful than taxi cabs in large cities and cities with metropolitan areas.
In both medium and large metropolitan areas, ZUBER has become a massive success. Both locals and tourists are more likely to request a ZUBER driver for transportation than a taxi cab driver and in those markets the number of ZUBER drivers is exponentially increasing. This has definitely caught the eye of EMERALD, and executives are ready to make an offer to ZUBER drivers.
EMERALD MOTORS NORTH AMERICA has determined and specified special leasing options for the EMERALD Adventure for ZUBER drivers that have been properly vetted and accepted as ZUBER drivers. Executives for EMERALD feel that the mainstream popularity of ZUBER will benefit both the brand image and popularity of EMERALD and are excited to offer ZUBER drivers this special offer.
Special offer: Registered ZUBER drivers may lease an EMERALD Adventure for no money down, $200/month for 36 months. ZUBER drivers signing this special lease agree to pay a fee of $5,000 if terms of the lease are broken. The vehicle must be returned at the end of the 36 months.
YOUR CHALLENGE
The senior vice president of EMERALD MOTORS NORTH AMERICA wants your team to determine how the special ZUBER driver leasing deal will be promoted. Specifically, the senior vice president wants you to determine how the special leasing deal will be communicated, how co- branding strategies will be used and how ZUBER drivers will be encouraged to lease new EMERALD Adventure vehicles.
You will present your brand plan to the senior vice president in a meeting to take place in the senior vice president’s office. Additional staff from the company may accompany the senior vice president.
2 BUSINESS TO BUSINESS MARKETING, 2017 Participant: ______
JUDGE’S EVALUATION FORM State/Provincial 1 I.D. Number: ______
INSTRUCTIONAL AREA: Selling
Did the participant: Little/No Below Meets Exceeds Judged Value Expectations Expectations Expectations Score PERFORMANCE INDICATORS Explain the role of customer service as 1. 0-1-2-3 4-5-6-7-8 9-10-11-12 13-14-15 a component of selling relationships? 2. Explain company selling policies? 0-1-2-3 4-5-6-7-8 9-10-11-12 13-14-15 Analyze product information to identify 3. 0-1-2-3 4-5-6-7-8 9-10-11-12 13-14-15 product features and benefits? 4. Use co-branding strategies? 0-1-2-3 4-5-6-7-8 9-10-11-12 13-14-15 Leverage product’s/service’s 5. 0-1-2-3 4-5-6-7-8 9-10-11-12 13-14-15 competitive advantage? PRESENTATION 6. Demonstrate clarity of expression? 0-1 2-3 4 5
7. Organize ideas? 0-1 2-3 4 5
8. Show evidence of mature judgment? 0-1 2-3 4 5 Overall performance: appropriate appearance, poise, confidence, 9. 0-1-2 3-4-5 6-7-8 9-10 presentation, technique and responses to judge’s questions? TOTAL SCORE
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