An Association of Marketing Students®

OCCUPATIONAL CATEGORY
Food Marketing 
Management Level

INSTRUCTIONAL AREA
Promotion

PARTICIPANT INSTRUCTIONS

PROCEDURES

1.	The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2.	You will give an ID label to your adult assistant during the preparation time.

3.	You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge).

4.	You will be evaluated on how well you meet the performance indicators of this event.

5.	Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS 

1.	Explain the role of promotion as a marketing function.

2.	Analyze costs/benefits of company participation in community activities.

3.	Explain the nature of a promotional plan.

4.	Coordinate activities in the promotional mix.

5.	Determine factors affecting business risk.

EVENT SITUATION

You are to assume the role of marketing director for Fresh Market, a small chain of health-oriented grocery stores. You will present your analysis of a new promotion idea to your supervisor (judge).

Fresh Market has four locations in this metropolitan area. Fresh Market targets health-conscious people who enjoy good food. While smaller than a traditional grocery store, Fresh Market has all the same departments, stocked with environmentally friendly, healthy items, including a deli with prepared food that is very popular.

The director of the local school system’s adult education program approached you at a Chamber of Commerce meeting with a request. The director is planning the course schedule for the fall and asked if your store would be willing to teach classes on preparing healthy foods, specifically recipes from your prepared foods. The education program would pay the instructor and would provide a place for the class at a local school. Your store has hosted special events in the past that included brief seminars on healthy eating, but has never conducted a complete cooking class. You have discussed this idea with the four store managers, and they all thought it sounded like a great idea.

You are to evaluate the idea of participation in the adult education program and present your thoughts to your supervisor (judge) in a role-play that will take place in the regional office. The supervisor (judge) will begin the meeting by greeting you and asking to hear your suggestions. After you have presented your thoughts to the supervisor (judge) and have answered the supervisor’s (judge’s) questions, the supervisor (judge) will conclude the meeting by thanking you for your work.

JUDGE’S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE’S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1.	Procedures

2.	Performance Indicators 

3.	Event Situation

4.	Judge Role-Play Characterization
Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5.	Judge’s Evaluation Instructions

6.	Judge’s Evaluation Form
Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of supervisor of marketing directors of Fresh Market, a small chain of health-oriented grocery stores. The marketing director of one region of your chain (participant) will present an analysis of a new promotion idea.

Fresh Market has four locations in this metropolitan area. Fresh Market targets health-conscious people who enjoy good food. While smaller than a traditional grocery store, Fresh Market has all the same departments, stocked with environmentally friendly, healthy items, including a deli with prepared food that is very popular.

The director of the local school system’s adult education program approached the marketing director of one of your stores (participant) at a Chamber of Commerce meeting with a request. The director is planning the course schedule for the fall and asked if this store would be willing to present classes on preparing healthy foods, specifically recipes from the store’s prepared foods. The education program would pay the instructor and would provide a place for the class at a local school. This store has hosted special events in the past that included brief seminars on healthy eating, but has never been responsible for a complete cooking class. The marketing director has discussed this idea with the four store managers, and they all thought it sounded like a great idea.

The marketing director (participant) is to evaluate the idea of participation in the course schedule and present his/her thoughts to you in a role-play that will take place in the regional office. You will begin the meeting by greeting the marketing director (participant) and asking to hear the suggestions. 

During the course of the role-play you are to ask the following questions of each participant:

1.	Does the target market for these classes match ours?

2.	How can we promote this program at a low cost?

3.	How can we evaluate the effectiveness of this promotion?

Once the marketing director (participant) has presented the suggestions and has answered your questions, you may conclude the meeting by thanking the marketing director (participant).

You are not to make any comments once the role-play is over except to thank the participant.

JUDGE’S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge’s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation	Interpretation Level	
		
Excellent	Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator.	
		
Good	Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th percentile of business personnel performing this performance indicator.	
		
Fair	Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th percentile of business personnel performing this performance indicator.	
		
Poor	Participant demonstrated the performance indicator with little or no effectiveness; a great deal of formal training would be needed immediately; perhaps this person should seek other employment; would rank in the 0-49th percentile of business personnel performing this performance indicator.	

JUDGE’S EVALUATION FORM
FMML-01
State Event 4 
DID THE PARTICIPANT:

1.	Explain the role of promotion as a marketing function?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at explaining the role promotion as a marketing function were incomplete or inadequate.	Adequately explained the role of promotion as a marketing function.	Effectively explained the role of promotion as a marketing function.	Very effectively and thoroughly explained the role of promotion as a marketing function.	
	
2.	Analyze costs/benefits of company participation in community activities?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at analyzing costs/benefits of company participation in community activities were inadequate ort unclear.	Adequately analyzed costs/benefits of company participation in community activities. 	Effectively analyzed costs/benefits of company participation in community activities.	Very effectively and thoroughly analyzed costs/benefits of company participation in community activities.	
	
3.	Explain the nature of a promotional plan?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at explaining the nature of promotional plan were inadequate or unclear.	Adequately explained the nature of a promotional plan.	Effectively explained the nature of a promotional plan.	Very effectively and thoroughly explained the nature of a promotional plan.	
	
4.	Coordinate activities in the promotional mix?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at coordinating activities in the promotional mix were inadequate or unclear.	Adequately coordinated activities in the promotional mix.	Effectively coordinated activities in the promotional mix.	Very effectively and clearly coordinated activities in the promotional mix.	
	
5.	Determine factors affecting business risk?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at determining factors affecting business risk were inadequate or unclear.	Adequately determined factors affecting business risk.	Effectively determined factors affecting business risk.	Very effectively and thoroughly determined factors affecting business risk.	
	
6.   Overall impression of the participant’s skills and performance?	
POOR	FAIR	GOOD	EXCELLENT	
0, 1	2, 3, 4	5, 6, 7	8, 9, 10	
Demonstrated few skills with little or no effectiveness.	Demonstrated limited ability to link some skills effectively.	Effectively demonstrated specified skills.	Demonstrated skills in a confident, articulate and integrated manner that meets the highest professional business standards.	

Judge’s  Initials 		TOTAL SCORE