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The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below. |
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Consideration of online features may include: | construction of website domain presence and name search engines. |
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Brand management strategies may include: | retention campaigns and programs resource planning sales strategies pricing strategies promotion and distribution strategies retention and loyalty programs web search and access relationships assessment of competitor activities response to online customer preferences and buying behaviours. |
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Online consumers may include: | new or repeat contacts internal and external contacts customers with routine or special requests people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities business customers or individuals domestic or international customers. |
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Brand may include: | product brands company brands supplier brands registered trade marks registered brands intellectual property. |
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Methods to communicate may include: | interactive web content web search and access relationships advertising banners and links. |
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Online presence may include: | website advertising banners web search and access relationships referring links email. |
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Additionalbrand features may include: | best prices exclusive offers range unique features (only available online) early access (fashion or trends) logistics (doorstep delivery) personal rewards. |
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Brand value may involve interactions between: | trade marks and registered business names internal or external use concept of equity or value or superior value for customers, shareholders and employees. |
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Legal requirements may include: | Trade Practices and Fair Trading Acts tobacco laws liquor laws lottery legislation industry codes of practice sale of second-hand goods sale of X and R rated products transport, storage and handling of goods customs, import and export regulations. |
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Intellectual property associated with online brand management may include: | website domain name brand features associated customer or market information. |
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Jurisdictions may include: | national and international agencies legislative legal cultural online systems internal and external to the organisation. |
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Joint branding agreements will vary based on: | product range, line, or category performance requirements objectives such as those for price, profit, brand share and market share due diligence requirements value for money risk sharing market position planning cycles and timing cost and price analysis agreed terms and conditions intellectual property and technology rights value management continuous improvement supply chain management infrastructural and capital outlay requirements organisational systems integration and compatibility. |
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