INTRODUCTION TO MARKETING CONCEPTS

Introduction to Marketing Concepts provides members with the opportunity to demonstrate knowledge around introductory competencies in marketing. This competitive event consists of an objective test. It aims to inspire members to learn about basic marketing principles, actions needed to promote and sell products or services.

Event Overview

Division: High School (9th & 10th graders only)
Event Type: Individual
Event Category: Objective Test, 100-multiple choice questions (breakdown of question by competencies below)
Objective Test Time: 50 minutes
NACE Connections: Career & Self-Development

Equipment Competitor Must Provide: Pencil

 Objective Test Competencies

·         Basic Marketing Functions
·         Selling and Merchandising
·         Promotion and Advertising Media
·         Marketing Information, Research, and Planning
·         Channels of Distribution
·         E-commerce
·         Economics
·         Legal, Ethical, and Social Aspects of Marketing

District

Check with your District leadership for District-specific competition information.

State

Eligibility

·         FBLA membership dues are paid by 11:59 pm Eastern Time on December 1 of the current program year.
·         Members may compete in an event at the State Leadership Conference (SLC) more than once if they have not previously placed in the top 10 of that event at the National Leadership Conference (NLC). If a member places in the top 10 of an event at the NLC, they are no longer eligible to compete in that event.
·         Members must be registered for the SLC and pay the state conference registration fee in order to participate in competitive events.
·         Members must stay in an official FBLA hotel to be eligible to compete.
·         Each district may be represented by participant(s) based on the Florida FBLA scaled quota system found on the Florida FBLA website.
·         Each member can only compete in one individual/team event and one chapter event (American Enterprise Project, Community Service Project, Local Chapter Annual Business Report, Partnership with Business Project).
·         If competitors are late for an objective test, they may be either disqualified or permitted to begin late with no extension of the time as scheduled.
·         Participants must adhere to the Florida FBLA dress code established by the Florida Board of Directors or they will not be permitted to participate in the competitive event.

Recognition

·         The number of competitors will determine the number of winners. The maximum number of winners for each competitive event is 5.

Event Administration

·         This event is an objective test administered at the SLC.
·         No reference or study materials may be brought to the testing site.
·         No calculators may be brought into the testing site.

Tie Breaker

·         Ties are broken by comparing the correct number of answers to the last 10 questions on the test. If a tie remains, answers to the last 20 questions on the test will be reviewed to determine the winner. If a tie remains, the competitor who completed the test in a shorter amount of time will place higher.

Americans with Disabilities Act (ADA)

·         FBLA meets the criteria specified in the Americans with Disabilities Act for all competitors with accommodations submitted through the conference registration system by the registration deadline.

Penalty Points

·         Competitors may be disqualified if they violate the Competitive Event Guidelines or the Honor Code.

Electronic Devices

·         All electronic devices such as cell phones and watches of any type are not to be brought to the testing site.

National

Be sure to see the National guidelines at https://www.fbla.org/divisions/fbla/fbla-competitive-events/

Study Guide: Competencies and Tasks

A.            Basic Marketing Functions

1.       Explain the marketing concept and describe the benefits of marketing and their importance.

2.       Explain the seven functions involved in marketing goods and services.

3.       Identify the elements of the marketing mix (e.g., product, price, place, and promotion) and describe its contribution to successful marketing.

4.       Explain the concept of product mix and describe types of product mix strategies for various product classifications.

5.       Examine the legal aspects of product development (e.g., patents, copyrights, and trademarks).

6.       Describe the importance of branding, packaging, and labeling.

7.       Describe factors (e.g., features/benefits, price/quality, competition) used by marketers to position product/business.

8.       Identify and explain the factors that influence a product’s price (e.g., cost, quality, competition, and brand loyalty).

B.            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.       Examine the role of salespersons in building customer relationships.

6.       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.

7.       Apply appropriate methods of handling customer inquiries, complaints, or difficult situations.

C.            Promotion and Advertising Media

1.       Explain the role of promotion as a marketing function and identify the major purpose of advertising.

2.       Identify the advantages and disadvantages of each type of advertising and promotional media. (e.g., radio, television, direct mail, outdoor, and newspaper).

3.       Explain the concept of promotional mix and identify the elements of the promotional mix (i.e., advertising, publicity, sales promotion, and personal selling).

4.       Explain concept and purpose of visual merchandising, display, and trade shows to communicate with targeted audiences.

D.            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.            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 shipping and receiving processes.

4.       Explain the transportation systems and services (e.g., motor, rail, water, air) used in distribution.

5.       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.

F.            E-commerce

1.       Identify ways that technology including the Internet impacts marketing.

2.       Explain the impact of the Internet on marketing.

3.       Explain considerations in Web site pricing.

4.       Explain how a Web site presence can be used to promote a business or product.

G.           Economics

1.       Explain the concept of competition and describe ways competition affects marketing decisions.

2.       Explain the concept of profit in private enterprise and identify factors (e.g., economics, human, and nature) affecting a business’ profit.

3.       Explain the concept of economic resources (e.g., land, labor, capital, and entrepreneurship).

4.       Explain the principles of supply and demand.

5.       Compare and contrast the types of economic systems (e.g., capitalism, socialism, and communism).

H.            Legal, Ethical, and Social Aspects of Marketing

1.       Identify ethical issues and their impact on marketing.

2.       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.

3.       Explain the social responsibility (e.g., environmental issues, ethical decisions, community involvement) of marketing in society.