December 2006 SPALD Item 1 Attachment 2U - Information Memorandum (CA State Board Of Education)

1 Info-cib-spald-dec06item01 2 Attachment 2 3 Page 155 of 489 4 5 1Marketing, Sales, and Service Industry Sector

2Marketing, the transfer of goods and services among businesses and consumers, 3impacts the economy at every level. California Occupational Employment 4Projections for 2002–2012 list retail trade as having the largest growth of any 5industry.1 The U.S. Bureau of Labor Statistics indicates that sales and related 6occupations are expected to add two million new jobs by 2012, growing by 12.9 7percent.2 As businesses in America evolve to compete successfully in the global 8marketplace, a growing need exists for employees with business expertise and the 9ability to analyze and respond to emerging trends.

10The Marketing, Sales, and Service industry sector is designed to prepare learners 11for careers in planning, managing, and performing marketing activities. Included in 12this sector are four career pathways: E-commerce, which provides instruction in 13using electronic tools to market products and services; Entrepreneurship, which 14develops skills and abilities to begin and operate a business independently or with 15other individuals; International Trade, which focuses on understanding the global 16business environment; and, Professional Sales and Marketing, which builds 17knowledge of the sales process, sales management, and marketing information 18management.

19Marketing, Sales, and Service Industry Sector Pathways:

20• E-commerce 21• Entrepreneurship 22• International Trade 23• Professional Sales and Marketing

24 E-commerce

25Sample sequence of courses in the E-commerce pathway:

CTE Introductory CTE Concentration CTE Capstone Courses Courses Courses Related Courses

 Financial Literacy  Accounting  Virtual Enterprise  Business Law  Keyboarding  Finance  International  Economics  Computer  Business Business  Entrepreneurship Applications Management  Foreign Language  Business  Advanced Computer  Internet Communications Applications Communication  Exploratory  E-commerce Systems Business Marketing  Introduction to  Web Design Marketing  Principles of Marketing  Retail Marketing 6 Info-cib-spald-dec06item01 7 Attachment 2 8 Page 156 of 489 9 10 26Sample of appropriate foundation and pathway standards for the E- 27 commerce Marketing course in the E-commerce pathway:

Sample appropriate foundation standards Academics 1.1 Mathematics Number Sense (grade seven) 1.7: Solve problems that involve discounts, markups, commissions, and profit and compute simple and compound interest. Communications 2.3 Written and Oral English Language Conventions (grades nine and ten) 1.3: Demonstrate an understanding of proper English usage and control of grammar, paragraph and sentence structure, diction, and syntax. Problem Solving and Critical Thinking 5.0: Students understand how to create alternative solutions by using critical and creative thinking skills, such as logical reasoning, analytical thinking, and problem-solving techniques. Ethics and Legal Responsibilities 8.0: Students understand professional, ethical, and legal behavior consistent with applicable laws, regulations, and organizational norms. Technical Knowledge and Skills 10.0: Students understand the essential knowledge and skills common to all pathways in the Marketing, Sales, and Service sector. Demonstration and Application 11.0: Students demonstrate and apply the concepts contained in the foundation and pathway standards. Sample appropriate pathway standards A1.0: Students understand the fundamental concepts of e-commerce. A2.0: Students understand the decisions an e-commerce business makes in the development of products and services. A3.0: Students understand important promotional strategies for communicating information about products, services, images, and ideas in an e-commerce environment. A4.0: Students understand the purpose, process, and components of effective online sales and purchasing. A5.0: Students understand the role of technology as it relates to e-commerce.

28Sample analysis (or “unpacking”) of a standard for the E-commerce 29 Marketing course in the E-commerce pathway:

Standard E-commerce Pathway A4.0: Students understand the purpose, process, and components of effective online sales and purchasing. Standard E-commerce Pathway A4.3: Know various payment options for online subcomponent purchases and their relative advantages and disadvantages for consumers and businesses. Course level Introductory X Concentration Capstone Concepts Benchmark What do students 1. The generally accepted ways to 1. Cite three methods of payment. need to know? At accept payment from a consumer 2. Cite the two methods of what level? for items purchased on the establishing credit. Internet 3. Cite one advantage and one 2. How credit is established for disadvantage to the consumer for online purchases each payment method and 3. The advantages and provide supporting rationale. disadvantages of generally 4. Cite one advantage and one 11 Info-cib-spald-dec06item01 12 Attachment 2 13 Page 157 of 489 14 15 accepted methods of payment to disadvantage to the business for the consumer each payment method and 4. The advantages and provide supporting rationale. disadvantages of generally accepted methods of payment to the business Skills Benchmark What should 1. Research available payment 1. Use at least three different students be able options for online purchases. sources, including the Internet, to to do? At what 2. Research methods of establishing conduct research on payment level? credit. options. 3. Apply findings to determine how 2. Use at least three different businesses and consumers sources, including the Internet, to benefit from payment options. conduct research on credit options. 3. Use findings to determine three benefits of payment options for businesses and consumers. Topics/contexts 1. Basic knowledge concepts 1–4, above What must be 2. Using research techniques to provide desired results taught? 3. How to apply research findings to arrive at conclusions and make decisions

30Sample performance task based on the skills and concepts:

31Standards: This sample performance task targets the following Marketing, Sales, 32and Service sector foundation standards and E-commerce (EC) pathway 33standards:

Standard # Standard Foundation: Communication Demonstrate an understanding of proper English usage and 2.3 Written and Oral English control of grammar, paragraph and sentence structure, diction, Language Conventions and syntax. (grades nine and ten) 1.3: Pathway: EC A4.1: Understand what motivates consumers to buy online. Pathway: EC A4.2: Understand the relationship between business ethics and consumer confidence in an e-commerce environment and its impact on the techniques used to build customer relationships. Pathway: EC A4.3: Know various payment options for online purchases and their relative advantages and disadvantages for consumers and businesses. Pathway: EC A4.4: Understand the methods used to provide Internet customers with product and service knowledge.

34Assignment: This activity will explore the steps involved in purchasing a product 35online. Individually, you will perform the following steps:

36 1. Select a product that is currently located in a store [EC A4.4]. 16 Info-cib-spald-dec06item01 17 Attachment 2 18 Page 158 of 489 19 20 37 2. Determine the steps involved in purchasing the product electronically and the 38 process of getting that product from its location to the purchaser [EC A4.4]. 39 3. Based on previous instruction/knowledge and additional research, write a 40 report that will trace the journey of the product and include the following 41 information [Communication 2.3 Written and Oral English Language 42 Conventions (grades nine and ten) 1.3]:

43 a. Analysis of product selection, including a discussion of means of locating 44 the product [EC A4.1; EC A4.4] 45 b. Discussion of reasons why a customer might purchase this particular 46 product [EC A4.1] 47 c. Comparison of methods of online payment available in the Internet store 48 selected and the security concerns involved with each [EC A4.3] 49 d. Discussion of ways in which business ethics might influence a consumer’s 50 decision to purchase the product, with reference to the business’s conduct 51 and policies (privacy policy, etc.) [EC A4.2] 52 e. Advantages and disadvantages of online shopping as compared to 53 shopping in a brick-and-mortar store [EC A4.3]

54Performance task rubric: Your grade will be based on the following rubric.

Standard Advanced Proficient Basic Unacceptable EC A4.1: Report includes Report includes a Report includes Reasons and Understand what detailed list of reasons for limited lists of explanations are motivates explanations and buying products reasons for incomplete or consumers to justifications for online and for online purchases inaccurate. buy online. buying online purchasing this and purchasing (5 points) (20 points) and for product; this product; purchasing this explanations or explanations or particular justifications are justifications are product. adequate. limited. (20 points) (15 points) (10 points) EC A4.2: Report includes a Report includes Report includes a Report includes Understand the discussion of an adequate limited definition limited definitions relationship ethical business definition of of ethical and descriptions between behavior and a ethical business behavior and with limited business ethics comprehensive behavior and a description of analysis or and consumer description of description of differences explanation. confidence in an differences differences between ethical (5 points) e-commerce between ethical between ethical and unethical environment and and unethical and unethical Internet behavior. its impact on the business business techniques used behavior on the behavior on the (10 points) to build customer Internet. Internet. relationships. Connections are Connections are (20 points) made between made between personal and personal and professional professional ethics. ethics. 21 Info-cib-spald-dec06item01 22 Attachment 2 23 Page 159 of 489 24 25 Includes analysis (15 points) of privacy issues involving the Internet. (20 points) EC A4.3: Know Report includes Report includes Report includes Description and various payment detailed accurate minimal lists are options for online descriptions of descriptions of descriptions of incomplete or purchases and generally generally generally inaccurate. their relative accepted accepted accepted Supporting advantages and payment options payment options payment options information is disadvantages for online for online for online limited. for consumers purchases and purchases. purchases. (10 points) and businesses. additional Report lists Report lists few (30 points) options. advantages and advantages and Report lists disadvantages disadvantages advantages and for consumers for consumers disadvantages and businesses, and businesses. for consumers including security Supporting and businesses, concerns. information is including security Supporting minimal. concerns. information is (20 points) There is adequate. evidence of (30 points) analysis in addition to listing. (40 points) EC A4.4: Report includes a Report includes a Report includes a Report identifies Understand the thorough description of the list of steps taken the product to be methods used to description of the process of in finding and/or purchased. provide Internet process of finding and selecting the Report includes customers with finding and selecting the product to be list of steps product and selecting the product to be purchased. involved in service product to be purchased, Report includes purchasing the knowledge. purchased, including Internet list of steps product. (10 points) including Internet search involved in (2 points) search strategies. purchasing the strategies. Report includes product. Report includes list of steps (5 points) analysis of steps involved in involved in purchasing the purchasing the product. product. (7 points) (10 points) Communication Report is well- Report is well- Report has few Report has errors 2.3 Written and written and written and errors in spelling, in most areas of Oral English logically logically punctuation, and grammar, Language organized, with organized with grammar. spelling, and Conventions no errors in few errors in Limited clarity of punctuation. (grades nine and spelling, spelling, thought and Minimal clarity of ten) 1.3: grammar, or punctuation, and organization. thought and 26 Info-cib-spald-dec06item01 27 Attachment 2 28 Page 160 of 489 29 30 Demonstrate an punctuation. grammar. Simple organization. understanding of Has clarity of General clarity of vocabulary. Simple proper English thought. thought. (10 points) vocabulary. usage and (20 points) (15 points) (5 points) control of grammar, paragraph and sentence structure, diction, and syntax. (20 points) 55Note: Demonstration and Application standard 11.0 is included in all the above.

56Sample pathway occupations: E-commerce

Sample of pathway occupations organized by level of education and training required for workforce entry. Postsecondary Training High School (certification and/or an AA College/University (diploma) degree) (bachelor’s degree or higher)  Administrative Support  Account Supervisor  Brand Manager Representative  Copywriter-Designer  E-commerce Director  Customer Service  E-commerce Marketing  E-commerce Entrepreneur Representative Specialist  Interactive Sales Engineer  Customer Support  Forum Manager  Business Teacher Specialist

57 Entrepreneurship

58Sample sequence of courses in the Entrepreneurship pathway:

CTE Introductory CTE Concentration CTE Capstone Courses Courses Courses Related Courses  Financial Literacy  Accounting  Virtual Enterprise  Business Law  Keyboarding  Finance  Entrepreneurship  Economics  Computer  Business  Technical Business Applications Management Communications  Business  Principles of Communications Marketing  Exploratory  Retail Marketing Business  Introduction to Marketing 31 Info-cib-spald-dec06item01 32 Attachment 2 33 Page 161 of 489 34 35

59Sample of appropriate foundation and pathway standards for the Virtual 60 Enterprise course in the Entrepreneurship pathway:

Sample appropriate foundation standards Academics 1.1 Mathematics Number Sense (grade seven) 1.7: Solve problems that involve discounts, markups, commissions, and profit and compute simple and compound interest. Academics 1.2 Science Investigation and Experimentation (grades nine through twelve) 1.a: Select and use appropriate tools and technology (such as computer-linked probes, spreadsheets, and graphing calculators) to perform tests, collect data, analyze relationships, and display data. Communications 2.2 Writing Strategies and Applications (grades eleven and twelve) 1.6: Develop presentations by using clear research questions and creative and critical research strategies (e.g., field studies, oral histories, interviews, experiments, electronic sources). Ethics and Legal Responsibilities 8.0: Students understand professional, ethical, and legal behavior consistent with applicable laws, regulations, and organizational norms. Leadership and Teamwork 9.0: Students understand effective leadership styles, key concepts of group dynamics, team and individual decision making, the benefits of workforce diversity, and conflict resolution. Leadership and Teamwork 9.3: Understand how to organize and structure work individually and in teams for effective performance and attainment of goals. Technical Knowledge and Skills 10.0: Students understand the essential knowledge and skills common to all pathways in the Marketing, Sales, and Service sector. Demonstration and Application 11.0: Students demonstrate and apply the concepts contained in the foundation and pathway standards. Sample appropriate pathway standards B1.2: Understand the different types of business ownership and the advantages and disadvantages of owning and managing a small business. B1.7: Know the elements of effective human resources management and how these practices benefit small businesses. B2.1: Understand the reasons a small business develops a business plan. B5.0: Students understand the key economic concepts that affect small business ownership. B5.1: Understand the role and importance of entrepreneurship and the small business in the economy.

61Sample analysis (or “unpacking”) of a standard for the Virtual Enterprise 62 course in the Entrepreneurship pathway:

Standard Entrepreneurship Pathway B5.0: Students understand the key economic concepts that affect small business ownership. Standard Entrepreneurship Pathway B5.1: Understand the role and importance subcomponent of entrepreneurship and the small business in the economy. Course level Introductory Concentration X  Capstone Concepts Benchmark What do students 1. Key economic concepts that 1. Cite at least five concepts and need to know? At affect small business ownership explain how they affect small 36 Info-cib-spald-dec06item01 37 Attachment 2 38 Page 162 of 489 39 40 what level? 2. Definition of entrepreneurship business ownership. 3. The role of and importance of 2. Give the basic definition of entrepreneurship and the small entrepreneurship. business in the economy 3. Discuss the role and importance of entrepreneurship and the small business in the economy at a level appropriate to a small business owner. Skills Benchmark What should 1. Research and explain the key 1. Conduct research on key students be able economic concepts that affect economic concepts and analyze to do? At what small business ownership. their effect on small business level? 2. Explain the role and importance ownership, demonstrating an of entrepreneurship and small understanding appropriate for a business in the economy small business owner. 2. Research and apply prior knowledge to analyze the role and importance of entrepreneurship and small business in the economy. Topics/contexts 1. Basic knowledge of concepts 1–3 above What must be 2. Techniques of conducting research to produce desired results taught? 3. Interpreting information and drawing conclusions

64Standards: This sample performance task targets the following Marketing, 65Sales, and Service sector foundation standards and Entrepreneurship (ET) 66pathway standards:

Standard # Standard Foundation: Communications Develop presentations by using clear research questions and 2.2 Writing Strategies and creative and critical research strategies (e.g., field studies, oral Applications (grades eleven histories, interviews, experiments, electronic sources). and twelve) 1.6 Foundation: Leadership and Understand how to organize and structure work individually and Teamwork 9.3 in teams for effective performance and attainment of goals. Foundation: Demonstration Students demonstrate and apply the concepts in the foundation and Application 11.0 and pathway standards. Pathway: ET B5.1 Understand the role and importance of entrepreneurship and the small business in the economy.

67Assignment: You are to investigate the contributions that local entrepreneurs have 68made to the surrounding communities and to the world economy. From the 69information you have studied so far, complete the following steps:

70 1. Learn important economic terms by researching definitions on the computer 71 dictionary and participating in class discussion of terms [ET B5.1]. 72 2. In your cooperative learning group: 41 Info-cib-spald-dec06item01 42 Attachment 2 43 Page 163 of 489 44 45 73 a. Read the case study provided by your teacher and discuss the following 74 questions:

75 • How does the case study illustrate the concept of scarcity [ET B5.1]? 76 • Do you agree or disagree with the opinion that in the U. S. people are 77 free to make their own economic decisions? Justify your answer [ET 78 B5.1]. 79 • Are there any similarities between the speaker in the case study and 80 decisions made when operating a business? Explain your answer [ET 81 B5.1].

82 b. Brainstorm and determine appropriate questions to use when interviewing 83 local entrepreneurs [Leadership and Teamwork 9.3].

84 3. Using the list of questions, interview the entrepreneur selected by you or your 85 teacher [Communications 2.2 Writing Strategies and Applications 1.6]. 86 4. Write a two- to three-page summary of the interview that includes responses to 87 the questions and an analysis of the entrepreneur’s contributions to the local 88 economy and the world economy [Communications 2.2 Writing Strategies and 89 Applications 1.6; Demonstration and Application 11.0].

Standard Advanced Proficient Basic Unacceptable

ET B5.1: Summary Summary Summary Summary Understand the includes includes includes includes partial role and responses to all responses to all responses to all responses to importance of questions. questions. questions. questions. entrepreneurship Data are Data are Data are Data are not and the small correctly and correctly presented with correctly business in the thoroughly analyzed. minimal analysis. analyzed. economy. analyzed. (60 points) Report correctly Report correctly Writing does not Report is creative uses written uses written correctly use and engaging, language language written language correctly uses conventions. conventions. conventions and written language (40 points) (20 points) includes errors. conventions, and (10 points) shows insight into the economic impact of entrepreneurial ventures. (60 points) Communications The information The information The information The information 2.2 Writing gathered reflects gathered reflects gathered reflects gathered reflects Strategies and use of clear use of clear use of clear ineffective use of Applications interview interview interview interview 46 Info-cib-spald-dec06item01 47 Attachment 2 48 Page 164 of 489 49 50 (grades eleven questions. questions. questions. questions. and twelve) 1.6: Information is Information Information Presentation is Develop presented presented is well- presented is poorly phrased, presentations by creatively and is phrased, non- fairly well- with few details, using clear well-phrased, duplicative, phrased, or is partially or research non-duplicative, thorough, and somewhat totally questions and thorough, and fairly duplicative, and incomplete. creative and comprehensive. comprehensive. has limited (5 points) critical research (20 points) (15 points) details. strategies. (10 points) (20 points) Leadership and Student Student helps to Student Student does not Teamwork 9.3: effectively organize group participates in participate in Understand how demonstrates work and group work and group work or to organize and leadership in structure adequately structuring structure work organizing group individual work. structures individual work. individually and work and (15 points) individual work. (5 points) in teams for individual work. (10 points) effective (20 points) performance and attainment of goals. (20 points) 91Note: Demonstration and Application standard 11.0 is included in all the above.

92Sample pathway occupations: Entrepreneurship

Sample of pathway occupations organized by level of education and training required for workforce entry. Asterisked occupations require certification or licensure. Postsecondary Training High School (certification and/or an AA College/University (diploma) degree) (bachelor’s degree or higher)  Customer Service  Franchisee  Chief Executive Officer Representative  Marketing Manager  National Account Manager  Small Business  Regional Sales Manager  Business Teacher* Entrepreneur  Retail/Wholesale Buyer  Account Executive

93 International Trade

94 Sample sequence of courses for International Trade pathway:

CTE Introductory CTE Concentration CTE Capstone Courses Courses Courses Related Courses  Financial Literacy  Accounting  Virtual Enterprise  Business Law  Keyboarding  Finance  International  E-marketing  Computer  Business Business  Economics Applications Management  Entrepreneurship  Business  Principles of  Foreign Language Communications Marketing  Exploratory  Retail Marketing 51 Info-cib-spald-dec06item01 52 Attachment 2 53 Page 165 of 489 54 55 Business  Introduction to Marketing

95Sample of appropriate foundation and pathway standards for the 96 International Business course in the International Trade pathway:

Sample appropriate foundation standards Academics 1.1 Mathematics Number Sense (grade seven) 1.7: Solve problems that involve discounts, markups, commissions, and profit and compute simple and compound interest. Communications 2.3 Written and Oral English Language Conventions (grades nine and ten) 1.3: Demonstrate an understanding of proper English usage and control of grammar, paragraph and sentence structure, diction, and syntax. Communications 2.4 Listening and Speaking Strategies and Applications (grades nine and ten) 1.7: Use props, visual aids, graphs, and electronic media to enhance the appeal and accuracy of presentations. Problem Solving and Critical Thinking 5.0: Students understand how to create alternative solutions by using critical and creative thinking skills, such as logical reasoning, analytical thinking, and problem-solving techniques. Ethics and Legal Responsibilities 8.0: Students understand professional, ethical, and legal behavior consistent with applicable laws, regulations, and organizational norms. Leadership and Teamwork 9.0: Students understand effective leadership styles, key concepts of group dynamics, team and individual decision making, the benefits of workforce diversity, and conflict resolution. Leadership and Teamwork 9.3: Understand how to organize and structure work individually and in teams for effective performance and the attainment of goals. Technical Knowledge and Skills 10.0: Students understand the essential knowledge and skills common to all pathways in the Marketing, Sales, and Service sector. Demonstration and Application 11.0: Students demonstrate and apply the concepts contained in the foundation and pathway standards. Sample appropriate pathway standards C1.0: Students understand the fundamental concepts of international business. C2.0: Students understand how geographic, cultural, political, legal, historical, and economic factors influence international trade. C3.0: Students understand the role of information technology in modern global trade. C4.0: Students understand the logistics of importing and exporting products and services.

97Sample analysis (or “unpacking”) of a standard for the Virtual Enterprise 98 course in the International Trade pathway:

Standard International Trade Pathway C4.0: Students understand the logistics of importing and exporting products and services. Standard International Trade Pathway C4.1: Explain direct and indirect subcomponent distribution channels by identifying various distributions intermediaries and discussing their functions in international trade. 56 Info-cib-spald-dec06item01 57 Attachment 2 58 Page 166 of 489 59 60 Course level Introductory Concentration X Capstone Concepts Benchmark What do students 1. Definitions of direct and indirect 1. Cite basic definition of direct and need to know? At distribution channels indirect distribution channels. what level? 2. Definition of distribution 2. Define distribution intermediaries intermediaries and cite 2. Functions of distribution examples. intermediaries in international 3. Describe role and function of trade distribution intermediaries, citing examples from the field at a deep and applied level of understanding. Skills Benchmark What should 1. Conduct research on distribution 1. Identify distribution channels students be able channels. through appropriate research to do? At what 2. Explain types of distribution techniques at the eleventh level? channels. through twelfth grade level. 3. Research distribution 2. Explain distribution channels intermediaries and their and cite examples from the functions. field at a deep and applied 4. Explain distribution level of understanding. intermediaries and their 3. Identify intermediaries through functions in international trade. appropriate research techniques at the eleventh through twelfth grade level. 4. Use examples from the field to explain the functions of three distribution intermediaries. Topics/contexts 1. Basic knowledge of concepts 1–3 above What must be 2. Using research techniques to provide desired results taught? 3. Oral and written communication strategies and techniques for presenting clear, concise explanations and definitions

100Standards: This sample performance task targets the Marketing, Sales, and 101Service sector foundation standards and International Trade (IT) pathway 102standards:

Standard # Standard Foundation: Communications Use props, visual aids, graphs, and electronic media to enhance 2.4 Listening and Speaking the appeal and accuracy of presentations. Strategies and Applications (grades nine and ten) 1.7 Foundation: Leadership and Understand how to organize and structure work individually and Teamwork 9.3 in teams for effective performance and the attainment of goals. Pathway: IT C4.1 Explain direct and indirect distribution channels by identifying various distribution intermediaries and discussing their functions in international trade. 61 Info-cib-spald-dec06item01 62 Attachment 2 63 Page 167 of 489 64 65 Pathway: IT C4.2 Explain how products are prepared for international distribution, including packing and documentation. Pathway: IT C4.3 Know the most appropriate methods of transporting various products.

103Assignment: In your cooperative learning group, complete a project in which you 104consider the logistics of exporting an assigned product [Leadership and Teamwork 1059.3]. The following tasks are required:

106• Research and explain direct and indirect distribution channels [IT C4.1]. 107• Research and explain how products are prepared for international distribution [IT 108 C4.2]. 109• Research and discuss the most appropriate methods for transporting various 110 products [IT C4.3]. 111• Recommend a method for transporting the assigned product, justifying your 112 recommendation [IT C4.3]. 113• Prepare a presentation on your findings and recommendation using your choice 114 of electronic media and visual aids and including opportunities for each group 115 member to participate [Communications 2.4 Listening and Speaking Strategies 116 and Applications 1.7].

Standard Advanced Proficient Basic Unacceptable IT C4.1: Explain Presentation Presentation Presentation Presentation direct and provides an provides an provides an does not include indirect accurate and accurate and accurate information on distribution detailed overview detailed overview overview of direct and channels by of direct and of direct and direct and indirect identifying indirect indirect indirect distribution various distribution distribution distribution channels. distribution channels. channels. channels. Or, information intermediaries Student correctly Student correctly Student correctly included is and discussing identifies at least identifies at least identifies 3 types inaccurate. their functions in 4 types of 4 types of of distribution international Or, fewer than 3 distribution distribution intermediaries types of trade. intermediaries intermediaries and briefly and (10 points) distributions and thoroughly and discusses generally intermediaries discusses their their functions in discusses their are correctly functions in international functions in identified and international trade. international discussed. trade, providing 3 (8 points) trade. (3 points) or more specific (6 points) examples for each type. (10 points) IT C4.2: Explain Presentation Presentation Presentation Presentation how products are provides an provides an provides an provides an 66 Info-cib-spald-dec06item01 67 Attachment 2 68 Page 168 of 489 69 70 prepared for accurate and accurate overview accurate but extremely limited international detailed overview of how products limited description or inaccurate distribution, of how products are prepared for of how products description of how including packing are prepared for international are prepared for products are and international distribution. distribution. prepared for documentation. distribution. Presentation Presentation distribution. (15 points) Presentation includes specific includes limited or (0 points) includes specific examples. general examples. examples and (10 points) (5 points) references to packing and documentation. (15 points) IT C4.3: Know Presentation Presentation Presentation Presentation the most includes includes includes a limited includes a very appropriate discussion of a discussion of a discussion of limited methods of large variety of variety of transportation discussion of few transporting transportation transportation methods; transportation various products. methods, a methods, a justification for methods; (35 points) recommendation recommendation transportation justification is of transportation of transportation method has absent or lacks for the assigned for the assigned minimal supporting product, and a product, and a supporting information. convincing justification for information. (5 points) justification for the selection (15 points) the selection along with based on sound supporting supporting information. information. (30 points) (35 points) Communications Presentation Presentation Presentation Presentation 2.4 Listening and includes very includes effective includes limited includes very Speaking effective use of use of electronic use of electronic limited use of Strategies and electronic media media along with media along with electronic media Applications along with at at least two other at least one other along with at (grades nine and least two or more visual aids visual aid least one or no ten) 1.7: Use other visual aids (charts, (charts, other visual aid props, visual (charts, handouts, etc) handouts, etc) (charts, aids, graphs, and handouts, etc) and participation and participation handouts, etc.) electronic media and participation by most group by some group and participation to enhance the by all group members. members. by few or no appeal and members. (l5 points) (10 points) group members. accuracy or (20 points) (5 points) presentations. (20 points) Leadership and Student Student helps to Student Student does not Teamwork 9.3: effectively organize group participates in participate in Understand how demonstrates work and group work and group work or to organize and leadership in structure adequately structure structure work organizing group individual work. structures individual work. individually and work and Student takes an individual work. (5 points) in teams for individual work. active role in (10 points) 71 Info-cib-spald-dec06item01 72 Attachment 2 73 Page 169 of 489 74 75 effective Student takes a presentation. performance and leadership role in (15 points) the attainment of presentation. goals. (20 points) (20 points) 118Note: Demonstration and Application standard 11.0 is included in all of the above.

119Sample pathway occupations: International Trade

Sample of pathway occupations organized by level of education and training required for workforce entry. Postsecondary Training High School (certification and/or an AA College/University (diploma) degree) (bachelor’s degree or higher)  Sales Representative  Warehouse Manager  Economist  Shipping and Receiving  Route Salesperson  International Distribution Clerk Manager  Stocking and Handling  International Trade Worker Specialist  Marketing Research Analyst  Wholesale Distribution Manager

120 Professional Sales and Marketing

121Sample sequence of courses in the Professional Sales and Marketing 122 pathway:

CTE Introductory CTE Concentration CTE Capstone Courses Courses Courses Related Courses  Financial Literacy  Accounting  Virtual Enterprise  Business Law  Keyboarding  Finance  Entrepreneurship  Economics  Computer  Business  Technical Business Applications Management Communications  Business  Principles of Communications Marketing  Exploratory  Retail Business Merchandising  Introduction to Marketing

123Sample of appropriate foundation and pathway standards for the Principles 124 of Marketing course in the Professional Sales and Marketing pathway:

Sample appropriate foundation standards Academics 1.1 Mathematics Number Sense (grade seven) 1.7: Solve problems that involve discounts, markups, commissions, and profit and compute simple and compound interest. 76 Info-cib-spald-dec06item01 77 Attachment 2 78 Page 170 of 489 79 80 Communications 2.2 Writing Strategies and Applications (grades eleven and twelve) 1.6: Develop presentations by using clear research questions and creative and critical research strategies (e.g., field studies, oral histories, interviews, experiments, electronic sources). Communications 2.4 Listening and Speaking Strategies and Applications (grades nine and ten) 2.5: Deliver persuasive arguments (including evaluation and analysis of problems and solutions and causes and effects): a. Structure ideas and arguments in a coherent, logical fashion. b. Use rhetorical devices to support assertions (e.g., by appeal to logic through reasoning; by appeal to emotion or ethical belief; by use of personal anecdote, case study, or analogy). c. Clarify and defend positions with precise and relevant evidence, including facts, expert opinions, quotations, expressions of commonly accepted beliefs, and logical reasoning. d. Anticipate and address the listener’s concerns and counterarguments. Leadership and Teamwork 9.3: Understand how to organize and structure work individually and in teams for effective performance and attainment of goals. Demonstration and Application 11.0: Students demonstrate and apply the concepts contained in the foundation and pathway standards. Sample appropriate pathway standards D1.1: Know the characteristics of a successful salesperson. D1.2: Understand how various types of selling are applied in wholesale and retail environments. D1.3: Know the steps of the selling process. D1.5: Understand the impact of a salesperson’s knowledge of the product and its effect on potential sales.

125Sample analysis (or “unpacking”) of a standard for the Principles of 126 Marketing course in the Professional Sales and Marketing pathway:

Standard Professional Sales and Marketing Pathway D1.0: Students understand the key concepts of professional sales and marketing. Standard Professional Sales and Marketing Pathway D1.3: Know the steps of subcomponent the selling process. Course level Introductory X Concentration Capstone Concepts Benchmark What do students 1. Characteristics of a successful 1. List basic characteristics of a need to know? At salesperson successful salesperson. what level? 2. Steps and techniques involved 2. Cite three selling techniques. in the selling process 3. Cite and give two examples of 3. How to identify potential potential customers. customers 4. Cite and give two examples of 4. Buying motives and decision- buying motives and explain one making processes of potential decision-making process. customers 5. Cite importance of ethics and 5. Ethics in sales and marketing give two examples. Skills Benchmark What should 1. Develop selling strategies. 1. Identify appropriate selling students be able 2. Identify various selling techniques for three possible to do? At what techniques matching diverse retail/wholesale scenarios. level? environments. 2. Identify appropriate selling 81 Info-cib-spald-dec06item01 82 Attachment 2 83 Page 171 of 489 84 85 3. Know selling techniques to technique matching customer’s increase customer satisfaction. need for four given examples. 3. Identify three selling techniques that can increase customer satisfaction. Topics/contexts 1. Basic knowledge of concepts 1–4, above 2. Interpreting data and drawing conclusions What must be 3. Compare/contrast retail and wholesale environments taught? 4. Appropriate communication skills to sell a particular product 5. Sales and marketing ethics

128Standards: This sample performance task targets the following Marketing, Sales, 129and Service sector foundation standards and Professional Sales and Marketing 130(PSM) pathway standards:

Standard # Standard Foundation: Communications Develop presentations by using clear research questions and 2.2 Writing Strategies and creative and critical research strategies (e.g., field studies, oral Applications (grades eleven histories, interviews, experiments, electronic sources). and twelve) 1.6 Foundation: Leadership and Understand how to organize and structure work individually and Teamwork 9.3 in teams for effective performance and attainment of goals. Foundation: Demonstration Students demonstrate and apply the concepts contained in the and Application 11.0 foundation and pathway standards. Pathway: PSM D1.6 Understand buying motives and the customer’s decision-making process.

131Assignment: You and a partner are to reenact a selling/buying moment within a 132specific environment—retail or wholesale. Drawing upon the information you have 133studied so far, complete the following steps:

134 1. Work with your partner to:

135 a. Determine who is the seller and who is the buyer [Leadership and 136 Teamwork 9.3]. 137 b. Determine the environment—retail or wholesale [Leadership and 138 Teamwork 9.3]. 139 c. Determine the product to be sold/purchased [Leadership and Teamwork 140 9.3]. 141 d. Identify and practice appropriate selling techniques to increase customer 142 wants and satisfaction. 143 e. Practice the buying motives and decision-making process of the potential 144 buyer [PSM D1.6]. 145 f. Practice appropriate selling technique when the customer is uninterested 146 [PSM D1.6]. 86 Info-cib-spald-dec06item01 87 Attachment 2 88 Page 172 of 489 89 90 147 2. Present to the class a one- to two-minute reenactment of the predetermined 148 scenario decided by each two-member team [Communications 2.2 Writing 149 Strategies and Applications (grades eleven and twelve) 1.6].

Standard Advanced Proficient Basic Unacceptable PSM D1.0–D1.6: The presentation The presentation The presentation The presentation Understand reflects reflects reflects reflects buying motives knowledge of knowledge of knowledge of ineffective use of and the selling process, selling process, selling process previously customer’s ethical selling ethical selling and ethical covered text decision-making techniques, techniques, selling information, is process. retail/wholesale retail/wholesale techniques. poorly phrased, (20 points) environment, and environment, and The presentation has few details, product. product. is lacking in and lacks The presentation The presentation understanding of cohesiveness. is creative and is well-phrased, how to address (5 points) well-phrased, non-duplicative, customer needs non-duplicative, and fairly and satisfaction, thorough, and comprehensive. is no more than comprehensive. (15 points) somewhat (20 points) duplicative, and has limited details. (10 points) Communications The presentation The presentation The presentation The presentation 2.2 Writing includes all includes all does not include does not include Strategies and assigned steps assigned steps all assigned all assigned Applications for the lesson, is for the lesson, is steps for the steps for the (grades eleven creative and somewhat lesson, lacks lesson and and twelve) 1.6: engaging, creative and creativity, and illustrates a lack Develop correctly uses engaging, shows some of understanding presentations by verbal language, correctly uses understanding of of professional using clear and shows an verbal language, professional sales and research understanding of and shows some sales and marketing key questions and professional understanding of marketing key concepts. creative and sales and key concepts of concepts. (10 points) critical research marketing key professional (20 points) strategies (e.g., concepts. sales and field studies, oral (60 points) marketing. histories, (40 points) interviews, experiments, electronic sources). (60 points) Leadership and Student Student helps to Student Student does not Teamwork 9.3: effectively organize team’s participates in participate in Understand how demonstrates assignment and group work and group work; to organize and leadership in structure adequately individual work is 91 Info-cib-spald-dec06item01 92 Attachment 2 93 Page 173 of 489 94 95 structure work organizing individual work. structures partially individually and team’s (15 points) individual work. complete, in teams for assignment and (10 points) indicating limited effective individual work. time and performance and (20 points) organization attainment of skills. goals. (5 points) (20 points) 151Note: Demonstration and Application standard 11.0 is included in all the above.

152Sample pathway occupations: Professional Sales and Marketing

Sample of pathway occupations organized by level of education and training required for workforce entry. Asterisked occupations require certification or licensure. Postsecondary Training High School (certification and/or an AA College/University (diploma) degree) (bachelor’s degree or higher)  Customer Service  Franchisee  Chief Executive Officer Representative  Marketing Manager  National Account Manager  Small Business  Regional Sales Manager  Account Executive Entrepreneur  Retail/Wholesale Buyer  Business Teacher*  Telemarketer 153 961 Employment Development Department, State of California, “Industry Employment Projections 2004–2014,” 97March 2005. http://www.calmis.ca.gov/file/indproj/Cal$IndProj.xls. 982 U.S. Bureau of Labor Statistics, Occupation Outlook Handbook, 2006–07 Edition. Washington, D.C.: U.S. 99Bureau of Labor Statistics, 2006.