California Future Business Leaders of America

Your Future Is Our Business

MARKETING

  • Category: Collaborative Objective Event & Team Presentation (Role Play)

    Type: Individual or Team (Section, State and National Competition)

    ELIGIBILITY: No more than one (1) team member may have competed in this event at a prior NLC or have competed more than two (2) years at the national level. A participant may compete as an individual their first year. However, if competing a second year, the participant must be part of a team.

    SECTION: Each local chapter may enter one (1) individual or a team of two (2) or three (3) members. There is no performance portion at the section conference.
    STATE
    : A maximum of the top six (6) places from the section competition will represent their section at the State Leadership Conference. The top eight (8) teams with the highest objective test score at SLC will compete in the role play presentation portion of the event.

    NATIONAL: The top four (4) places in state competition will represent California at the National Leadership Conference. NOTE: Some SLC top-10 finalists will become eligible for the national conference as a result of drops. Make sure you get early approval from your parents to attend the National Conference so you will be in a position to say "yes" to your adviser if you are "bumped up".

    OVERVIEW: Two (2) parts: an objective test and interactive role play presentation. A 60-minute objective test will be administered onsite at the Section, State and National Conference. Team competitors will take one (1) objective test collaboratively. The role play part of this event consists of an open exchange between the competitor(s) and the judges throughout the presentation. Finalists will be given a case study and will have 20 minutes to prepare for the role play presentation.

    Objective Test Competencies: Basic Marketing Functions; Channels of Distribution; Legal, Ethical, and Social Aspects of Marketing; Promotion and Advertising Media; Marketing Information, Research, and Planning; E-Commerce; Economics; Selling and Merchandising

    Case: A marketing problem is proposed, and a solution is discussed.

    Skills: This event provides recognition for FBLA members who possess knowledge of the basic principles of marketing.

    Tips for Events Involving a Case Study or an Interactive/Role Play

    • Students will be given a case study and/or role play scenario for review prior to the performance. 
    • Participants will be given note cards to write on during practice, and may use the note cards in the performance room.
    • Do your homework and look at the performance rating sheet for your event. The judges will be using the rating sheet to score each individual or team.
    • In an interactive/role-play event, the judges will interact during the presentation and still might ask questions at the end.
    • Review the Performance Indicators when reading the case study or role play scenario.
    • If competing as a team, all team members must participate in the presentation.

    FINALISTS: The top eight (8) individuals or teams with the highest objective test score will compete in the role play presentation portion of the event.

    TIMELINE:

    Test: 1 hour 
    Prep: 20 min 
    Equipment Setup: N/A 
    Performance: 7 min 
    Warning: 6 min 
    Time Up: 7 min 
    Penalty Over Time: N/A 
    Q & A: N/A 

    JUDGING:  The judges will play the role of the second party in the presentation and will refer to the case for specifics. All questions raised during the caswe must be addressed during the presentation.

    Rating Sheet

    GUIDELINES: (It is highly recommended that competitors read all guidelines)
    Sequester Guidelines
    General Presentation

    General (All Events)
    General Competitive Event Tips


    PREPARATION:

    Sample Practice Materials
     
    Format Guide
    Website Resources
    Competencies
     Basic Marketing Functions
    1. Analyze the differences between a production-oriented company, a sales-oriented company, and a marketingoriented company.
    2. Explain the marketing concept and describe the benefits of marketing and their importance
    3. Explain the functions involved in marketing goods and services.
    4. Identify, explain, compare, and contrast the different types of business ownership (e.g., sole-proprietorship, partnership, corporation, franchise, and licensing).
    5. Identify the elements of the marketing mix (e.g., product, price, place, and promotion) and describe its contribution to successful marketing.
    6. Explain the concept of product mix and describe types of product mix strategies for various product classifications.
    7. Describe the process for new product and service development (e.g., conception, development, and test marketing).
    8. Explain the advantages and disadvantages of extending product lines and of product line diversification
    9. Examine the legal aspects of product development (e.g., patents, copyrights, and trademarks).
    10. Explain the functions of packaging and why each is important.
    11. Describe the importance of branding, packaging, and labeling.
    12. Describe factors (e.g., features/benefits, price/quality, competition) used by marketers to position product/business
    13. Identify and explain the factors that influence a product’s price (e.g., cost, quality, competition, and brand loyalty).
    14. Explain how consumer practices (e.g., shoplifting, improper returns, and product liability claims) affect prices
    15. Explain ways that government regulations/laws affect pricing practices (e.g., price discrimination and collusion).
    16. Describe the influences of supply and demand on pricing and the concept of price elasticity.
    Channels of Distribution
    1. Explain the concept of distribution and identify the channels of distribution
    2. Examine direct and indirect channels of distribution (e.g., wholesaler, agent, and broker) and when each is most appropriate to use
    3. Identify the most efficient means (e.g., cost benefit analysis) for distributing different types of products and services
    4. Identify shipping and receiving processes.
    5. Explain the transportation systems and services (e.g., motor, rail, water, air) used in distribution
    6. Explain storing (e.g., cold storage, commodity, bulk) and warehousing options (e.g., distribution centers, public, and private) and procedures to store merchandise until needed.
    7. Describe the methods of handling merchandise and inventory control.
    Legal, Ethical, and Social Aspects of Marketing
    1. Describe the impact of specific marketing regulations/laws on both domestic and international business.
    2. Identify ethical issues and their impact on marketing.
    3. Describe the ways in which special interest groups (e.g., pressure from government and labor groups) and changing cultural characteristics (e.g., aging population, single-person households, and mobility) influence marketing.
    4. Explain the social responsibility (e.g., environmental issues, ethical decisions, community involvement) of marketing in society.
    5. Discuss the role of federal regulatory agencies (e.g., Food and Drug Administration, Consumer Product Safety Commission, Environmental Protection Agency).
    Promotion and Advertising Media
    1. Explain the role of promotion as a marketing function and identify the major purpose of advertising.
    2. Identify major promotional activities used in marketing and the benefits of each.
    3. Identify the advantages and disadvantages of each type of advertising and promotional media. (e.g., radio, television, direct mail, outdoor, and newspaper).
    4. Identify ethical issues (e.g., false and misleading advertising, copyright infringement, and age group discrimination) in marketing.
    5. Identify various forms and purposes of sales promotion (e.g., sweepstakes, coupons, contests, and specialty products).
    6. Explain the concept of promotional mix and identify the elements of the promotional mix (i.e., advertising, publicity, sales promotion, and personal selling).
    7. . Explain concept and purpose of visual merchandising, display and trade shows to communicate with targeted audiences.
    Marketing Information, Research, and Planning
    1. Identify the reasons for conducting market research.
    2. Explain marketing research methods and procedures.
    3. Identify sources of primary and secondary data.
    4. Identify ways to obtain market data for market research (e.g., surveys, interviews, and observations).
    5. Explain the concept of target markets and market segmentation (e.g., demographics, psychographics, and geographic) and describe how it is used.
    6. Explain why a marketing plan is essential and identify the components of a marketing plan.
    7. Describe how marketing information is used in business decisions.
    E-Commerce
    1. Identify ways that technology including the Internet impacts marketing.
    2. Explain the impact of the Internet on marketing
    3. Identify online shopping techniques for sales and purchasing.
    4. Discuss the role e-commerce will play in the marketing of goods and services
    5. Explain considerations in Web site pricing
    6. Explain how a Web site presence can be used to promote a business or product
    Economics
    1. Analyze the impact of changing economic conditions on marketing strategies.
    2. Explain the concept of competition and describe ways competition affects marketing decisions
    3. Distinguish between consumer and capital economic goods and services.
    4. Explain the concept and characteristics of private/free enterprise.
    5. Explain the concept of profit in private enterprise and identify factors (e.g., economics, human, and nature) affecting a business’ profit.
    6. Explain the concept of economic resources (e.g., land, labor, capital, and entrepreneurship)
    7. Explain the principles of supply and demand.
    8. Compare and contrast the types of economic systems (e.g., capitalism, socialism, and communism).
    9. Identify and examine economic indicators and business cycles (e.g., GDP, GNP, and Consumer Price Index).
    10. Explain the concepts of scarcity and elasticity of demand.
    11. Discuss balance of trade, trade barriers, and concepts of tariffs
    12. Describe the importance of marketing in a global economy.
    Selling and Merchandising
    1. Describe the purpose and importance of selling
    2. Describe the concepts and techniques used in selling and explain the steps in the selling process
    3. Demonstrate the ability to translate product knowledge/customer service information into customer benefits.
    4. Explain the factors that influence customer buying motives and decisions.
    5. Explore the ethical issues involved in selling (e.g., high pressure sales and misrepresenting product information).
    6. Examine the role of salespersons in building customer relationships
    7. Demonstrate completing the sales transaction, including method of payment and counting back change; the proper way to fold, wrap, and bag merchandise after a sale; and thanking customers and inviting them to return.
    8. Apply appropriate methods of handling customer inquiries, complaints, or difficult situations.
    9. Identify consumer protection agencies (e.g., FTC, Better Business Bureau, and Consumer Product Safety Commission) and explain their services.
    10. Identify examples of service extensions (e.g., product warranty, technical support, or service contract).

    Alignment

    NBEA Standards
    • Entrepreneurship
    • Marketing
    Career Clusters
    • Business Management & Administration
    • Marketing, Sales, & Service
     
     
CLOSE
CLOSE