An Association of Marketing Students®

OCCUPATIONAL CATEGORY
Retail Merchandising 
Associate 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 nature of a promotional plan.

2.	Prepare a store/department for a special event.

3.	Describe types of display arrangements.

4.	Explain the types of advertising media.

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

EVENT SITUATION 

You are to assume the role of lead salesperson for Appliance World, a new establishment that stocks most major brands of appliances. The owner (judge) wants you to prepare for an upcoming sales promotion.

Several department stores in the area also sell appliances. However, because of its prices, Appliance World is considered the strongest competitor in the area. The owner (judge) has asked you to prepare a list of promotional activities appropriate for a sales event that will feature products for gift giving. The promotional activities will be held during the months of November and December. The owner (judge) wants you to decide on a theme around which to coordinate all activities, and provide an overview of the advertising needed for the activities, the product mix promoted, and the in-store merchandising and displays needed.

You will present your ideas in a role-play that will take place in the store owner’s (judge’s) office. The store owner (judge) will begin the role-play by greeting you and asking to hear your ideas. After you have presented your ideas and have answered the store owner’s (judge’s) questions, the store owner (judge) will conclude the role-play by thanking you for your input.

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 owner of Appliance World, a new establishment that stocks most major brands of appliances. You have asked the lead salesperson (participant) to prepare for an upcoming sales promotion.

Several department stores in your area also sell appliances. However, because of your low prices, Appliance World is considered the strongest competitor in the area. You have asked the lead salesperson (participant) to prepare a list of promotional activities appropriate for a sales event that will feature products for gift giving. The promotional activities will be held during the months of November and December. You want the lead salesperson (participant) to decide on a theme around which to coordinate all activities, and provide an overview of the advertising needed for the activities, the product mix promoted, and the in-store merchandising and displays needed.

The lead salesperson (participant) will present his/her ideas in a role-play to take place in your office. You will begin the role-play by greeting the lead salesperson and asking to hear the ideas. 

During the course of the role-play you are to ask the following questions of each participant:
 
1.	We have a great sales staff. Isn’t personal selling the only form of promotion we need?

2.	Should we use manufacturers’ coupons?

3.	How can we measure the effectiveness of your ideas?

After the lead salesperson (participant) has presented his/her ideas and has answered your questions, you may conclude the role-play by thanking the lead salesperson (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
RMAL-01
State Event 2 

DID THE PARTICIPANT:

1.	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 a 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.	
	
2.	Prepare a store/department for a special event?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at preparing a store/department for a special event were inadequate or unclear.	Adequately prepared a store/ department for a special event.	Effectively prepared a store/ department for a special event.	Very effectively and 
thoroughly prepared a store/ department for a special event.	
	
3.	Describe types of display arrangements?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at describing types of display arrangements were inadequate or unclear.	Adequately described types of display arrangements.	Effectively described types of display arrangements.	Very effectively and thoroughly described types of display arrangements.	
	
4.	Explain the types of advertising media?	
POOR	FAIR	GOOD	EXCELLENT	
0, 2	4, 6, 8	10, 12, 14	16, 18	
Attempts at explaining the types of advertising media were inadequate or unclear.	Adequately explained the types of advertising media.	Effectively explained the types of advertising media.	Very effectively and thoroughly explained the types of advertising media. 	
	
5.	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 of promotion as a marketing function were inadequate or unclear.	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.	
	
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