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Evidence Guide: BSBMKG409A - Design direct response offers

Student: __________________________________________________

Signature: _________________________________________________

Tips for gathering evidence to demonstrate your skills

The important thing to remember when gathering evidence is that the more evidence the better - that is, the more evidence you gather to demonstrate your skills, the more confident an assessor can be that you have learned the skills not just at one point in time, but are continuing to apply and develop those skills (as opposed to just learning for the test!). Furthermore, one piece of evidence that you collect will not usualy demonstrate all the required criteria for a unit of competency, whereas multiple overlapping pieces of evidence will usually do the trick!

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BSBMKG409A - Design direct response offers

What evidence can you provide to prove your understanding of each of the following citeria?

Design offer components

  1. Determine what will be supplied in direct response offer in conjunction with team members
  2. Determine what the respondent must supply or do in response to offer
  3. Select and document appropriate types of offer to be made to customers
Determine what will be supplied in direct response offer in conjunction with team members

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine what the respondent must supply or do in response to offer

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select and document appropriate types of offer to be made to customers

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Test direct response offers

  1. Provide customers with a range of direct response offer options
  2. Provide vehicles for customers to provide feedback on direct response offer options
  3. Analyse customer responses to test offers and follow-up if appropriate
  4. Modify products or services being offered based on customer feedback provided
  5. Ensure offer option selected matches organisational marketing objectives and solves marketing problems
  6. Match supporting material requirements to type of direct marketing sale
Provide customers with a range of direct response offer options

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Provide vehicles for customers to provide feedback on direct response offer options

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Analyse customer responses to test offers and follow-up if appropriate

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Modify products or services being offered based on customer feedback provided

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure offer option selected matches organisational marketing objectives and solves marketing problems

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Match supporting material requirements to type of direct marketing sale

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select offer pricing structure

  1. Evaluate factors affecting pricing to determine normal or average selling price of offer
  2. Determine short-term pricing strategies
  3. Select payment term options
Evaluate factors affecting pricing to determine normal or average selling price of offer

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine short-term pricing strategies

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Select payment term options

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Determine and design required customer service levels

  1. Design process that ensures accepted offers are fulfilled promptly
  2. Develop procedures to ensure prompt answers to queries and complaints regarding product or service
  3. Ensure access to instant, accurate information about status of delivery of products or services and customer accounts, including after-hours, to provide enhanced customer service
Design process that ensures accepted offers are fulfilled promptly

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Develop procedures to ensure prompt answers to queries and complaints regarding product or service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Ensure access to instant, accurate information about status of delivery of products or services and customer accounts, including after-hours, to provide enhanced customer service

Completed
Date:

Teacher:		 Evidence:

 

 

 

 

 

 

 

Assessed

Teacher: ___________________________________ Date: _________

Signature: ________________________________________________

Comments:

 

 

 

 

 

 

 

 

Instructions to Assessors

Evidence Guide

The Evidence Guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.

Overview of assessment

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential:

designing and testing a range of direct response offers which meet organisational marketing objectives

developing a pricing structure, customer service levels and relevant support materials for at least one product or service

presenting a direct response offer for a product or service.

Context of and specific resources for assessment

Assessment must ensure:

access to office equipment and resources.

Method of assessment

A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:

analysis of responses to case studies and scenarios

assessment of examples of direct response offers

demonstration of design, testing and refinement techniques

direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate

observation of presentations

oral or written questioning

review of authenticated documents from the workplace or training environment

review of testimony from team members, colleagues, supervisors or managers

tests of knowledge on offer component, offer type, pricing structure, customer service and creative options for direct response offers.

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:

BSBMKG410A Test direct marketing activities

other marketing units.

Required Skills and Knowledge

Required skills

creativity and innovation skills to design a range of direct response offers which elicit interest and response from customers

culturally appropriate communication skills to relate to people from diverse backgrounds and people with diverse abilities

interpersonal skills to build relationships with clients

numeracy skills to determine pricing of offers

organisational and time management skills to sequence tasks and to meet time lines

problem-solving skills to provide solutions to customer requirements and to solve organisational direct marketing problems

Required knowledge

teamwork skills to develop and refine direct response offers in response to customer feedback

technology skills to use a range of office equipment (telephones, internet) and software (databases) to formulate and refine direct response offers.

Range Statement

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, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.

What will be supplied may include:

additional products or services

automatic delivery into the future

brochures

catalogues

entry in a prize draw

free trial periods

guarantees

instalment payment terms

premiums

product or service being offered

sales presentations

warranties

What the respondent must supply or do may include:

responding to a telephone call

completing a response form

transmitting a response form

making a payment for things such as:

insurance premiums

order processing or account handling fees

postage or freight fees

product or service base price

single or multiple instalments

providing information such as:

address

bank account details

birth date

credit card account details

email

gender

name

PayPal account details

phone number

selecting a payment method such as:

cash on delivery

cheque

company purchase order

credit card

e-cash

money order

wire transfer

selecting preferred delivery method such as:

delivery to third party transfer point

delivery to local, regional, national, continental or international location

pick up at supplier's premises

Types of offer may include:

making a direct sale from the organisation

establishing an ongoing account where the response includes a commitment to future purchases such as:

continuity of supply

subscription

generating a lead for a direct sale

generating a lead for a sale by a third party such as:

retailer

wholesaler

agent

recording interest to generate information from customers and prospects which guides an organisation to modify existing offers and to create new offers

Options may include:

providing alternatives on:

delivery methods

order placement methods

payment methods

quantities available for purchase

what is available to buy

Vehicles for customer feedback may include:

complaints forms

feedback forms

telephone hotlines

web response forms

Modifying products or services may include:

adjusting, modifying, changing or replacing characteristics such as:

appearance and behaviour of staff delivering products or services

delivery methods

design or content of brochures or catalogues sent in fulfilment of multi-step marketing offers

maintenance and repair arrangements

packaging

quality, performance or customer satisfaction guarantee

Marketing problems may include:

high response rate with low profitability

low average order value

low response rate and high cost per response

Type of direct marketing sale may include:

one step sales requiring things such as:

delivery details

how to order

presentation of products or services

pricing of all possible response options

multi-step sales requiring things such as:

sending catalogues

presenting the product or service

making a sales presentation

visiting stores

third party sales

Factors affecting pricing may include:

those based on gross margin targets

those based on economies of scale

discounts for volume purchases

fluctuations in purchasing cost of:

capital

energy

labour

raw materials

Short-term pricing strategies may include:

free or discount bonuses

introductory prices for new customers

sale prices

Payment term options may include:

credit provided by a marketing organisation

leasing options such as:

buyback

hire purchase

novated

which credit cards are accepted