Marketing

Category: Collaborative Objective Test & Team Performance (Role Play)
Type: Individual or Team

Overview

Two (2) parts: an objective test and interactive role play or presentation. A 60-minute objective test will be administered onsite at the NLC. Team competitors will take one (1) objective test collaboratively.

Objective Test Competencies: Basic Marketing Functions; Channels of Distribution; Legal, Ethical, and Social Aspects of Marketing; Promotion and Advertising Media; Marketing Information, Research, and Planning; E-Commerce; Economics; Selling and Merchandising

Case: A marketing problem is proposed, and a solution is discussed.


Guidelines

Collaborative Objective Test & Team Performance (Role Play) Guidelines
Performance Guidelines—Final Round
  • Two (2) 4"x6" note cards will be provided to each competitor and may be used during event preparation and performance. Information may be written on both sides of the note cards. Note cards will be collected following the presentation.
  • No additional reference materials allowed.
  • Turn off all electronic devices.
  • Individuals/teams should introduce themselves, describe the situation, make their recommendations, and summarize their cases.
  • If participating as a team, all team members are expected to actively participate in the performance.
  • All questions raised in the case must be addressed during the presentation.
  • Objective test scores will be used to break a tie.
  • Final performances are not open to conference attendees.
Penalty Points Deducted by Judges
  • Five (5) points are deducted if competitors do not follow the dress code.
  • Five (5) points may be deducted for not following guidelines.
General Performance Guidelines
Performance Guidelines

Fifteen (15) competitors/teams—or an equal number from each section in the preliminary round—will advance to the final round. When there are more than five sections of preliminary performances for an event, two competitors/ teams from each section will advance to the final round.

In the case of team events, all team competitors are expected to actively participate in the performance.

Competitors cannot be replaced or substituted for prejudged events with the exception of the chapter events—American Enterprise Project, Community Service Project, and Partnership with Business Project.

All competitors must comply with the FBLA‑PBL dress code.

Prejudged materials and résumés will not be returned.

Technology Guidelines
  • The following will be provided for the final round of technology presentation events that allow viewing: screen, power, table, and projector. It is up to final round competitors to decide if they wish to use the provided technology.
  • Competitors utilizing Apple products or other devices that do not have a VGA port or HDMI will need to provide their own adapters.
  • Internet access will be provided for:
    • 3-D Animation
    • Coding & Programming
    • Computer Game & Simulation Programming
    • Digital Video Production
    • E-business
    • Electronic Career Portfolio
    • Mobile Application Development
    • Public Service Announcement
    • Social Media Campaign
    • Website Design
  • Internet access may not be WiFi, so competitors should plan appropriately when selecting laptops/tablets on which to present.
Performance Competencies
  • Demonstrate excellent verbal communication.
  • Display effective decision-making and problem-solving skills.
  • Express self-confidence and poise.
  • Work well as a team when applicable.
  • Exhibit logic and systematic understanding.
  • Conduct a professional business presentation.
  • Answer questions effectively (when applicable).
Penalty Points Deducted by Judges
  • Five (5) points are deducted if competitors do not follow the dress code.
  • Five (5) points may be deducted for presentations over the allotted time.
  • Five (5) points may be deducted for not following guidelines.
Audience
  • Preliminary performances are not open to conference attendees.
  • Final performances may be open to conference attendees, space permitting (with the exception of interview and prep/case events). Finalists may not view other competitors’ performances in their event.
  • Recording performances is prohibited.
  • All electronic devices must be turned off.
  • All attendees must follow the dress code and wear their name badges.
General Guidelines

The general event guidelines below are applicable to all national competitive events. Please review and follow these guidelines when competing at the national level. When competing at the state level, check the state guidelines since they may differ.

Eligibility

  • Dues: Competitors must have paid FBLA national and state dues by 11:59 p.m. Eastern Time on March 1 of the current school year.
  • NLC Registration: Participants must be registered for the NLC and pay the national conference registration fee in order to participate in competitive events.
  • Deadlines: The state chair, or designee, must register each state competitor on the official online entry forms by 11:59 p.m. Eastern Time on the second Friday in May.
  • Each state may submit four (4) entries in all events except LifeSmarts, Virtual Business Finance Challenge, and Virtual Business Management Challenge.
  • Each competitor can only compete in one (1) individual/ team event and one (1) chapter event.
  • Each competitor must compete in all parts of an event for award eligibility.
  • A team shall consist of two or three members. Exceptions are Parliamentary Procedure which must be a team of four or five members, and LifeSmarts which must be a team of two members.

Repeat Competitors

Competitors are not permitted to compete in an event more than once at the NLC unless one of the following circumstances applies:

  • Modified Events: A competitor may compete in the same event when the event is modified. Note, if the only modification is a name change, competitors may not compete in the renamed event.
  • Team Events: One (1) competitor of the team may have competed in the same event at one (1) previous NLC; however, they may not compete more than twice in the event at the national level.
  • Chapter Events: Competitors may compete in a chapter event more than once (American Enterprise Project, Community Service Project, and Partnership with Business Project).
  • Individual Entry: A competitor who competed as an individual entry in a team event at the national level may compete in the same event a second time as part of a team, but not a second time as an individual.
  • Parliamentary Procedure: Two (2) competitors of the team may have competed in this event at a previous NLC; however, they may not compete more than twice at the national level.
  • Pilot Event: Competition in a pilot event does not disqualify a competitor from competing in the same event if it becomes an official competitive event. The participant may compete in another event as well as a pilot event.

Breaking Ties

  • Objective Tests: Ties are broken by comparing the correct number of answers to the last 10 questions on the exam. If a tie remains, the competitor who completed the test in a shorter amount of time will place higher. If this does not break the tie, answers to the last 20 questions will be reviewed and determine the winner.
  • Objective and Production Tests: The production test scores will be used to break a tie.
  • Objective Tests and Performances: The objective test score will be used to break a tie based on the tie-breaking criteria of objective tests.
  • Reports/Projects and Performances: The report/project scores will be used to break a tie.
  • Performances: Judges must break ties and all judges’ decisions are final.

National Deadlines

  • State chair/adviser must register all competitors for NLC competitive events online by 11:59 p.m. Eastern Time on the second Friday in May.
  • All prejudged components (reports, websites, projects, statement of assurance) must be received by 11:59 p.m. Eastern Time on the second Friday in May.
  • All prejudged projects and reports must be submitted electronically.
  • All Statements of Assurance must be submitted online.
  • All production tests must be received at FBLA-PBL by 11:59 p.m. Eastern Time on the third Friday in May.
  • All production tests must be uploaded online.
  • State chair/adviser may make name changes only (no additional entries) by 11:59 p.m. Eastern Time on the first Friday in June. Competitor drops are the only changes allowed after this date and onsite.

National Awards

The number of competitors will determine the number of winners. The maximum number of winners for each competitive event is 10. Only one (1) award is given to the schools competing in chapter events (American Enterprise Project, Community Service Project, Local Chapter Annual Business Report, and Partnership with Business Project).

Additional Materials

Certain events may allow the use of additional materials. Please refer to event guidelines.

Americans with Disabilities Act (ADA)

FBLA‑PBL meets the criteria specified in the Americans with Disabilities Act for all participants who submit a special needs form.

Recording of Presentations

No unauthorized audio or video recording devices will be allowed in any competitive event. Participants in the performance events should be aware the national association reserves the right to record any performance for use in study or training materials.


Preparation

Sample Practice Materials

Rating Sheets


Format Guide

Competencies
Competency
Tasks
Basic Marketing Functions
1. Analyze the differences between a production-oriented company, a sales-oriented company, and a marketingoriented company.
2. Explain the marketing concept and describe the benefits of marketing and their importance
3. Explain the functions involved in marketing goods and services.
4. Identify, explain, compare, and contrast the different types of business ownership (e.g., sole-proprietorship, partnership, corporation, franchise, and licensing).
5. Identify the elements of the marketing mix (e.g., product, price, place, and promotion) and describe its contribution to successful marketing.
6. Explain the concept of product mix and describe types of product mix strategies for various product classifications.
7. Describe the process for new product and service development (e.g., conception, development, and test marketing).
8. Explain the advantages and disadvantages of extending product lines and of product line diversification
9. Examine the legal aspects of product development (e.g., patents, copyrights, and trademarks).
10. Explain the functions of packaging and why each is important.
11. Describe the importance of branding, packaging, and labeling.
12. Describe factors (e.g., features/benefits, price/quality, competition) used by marketers to position product/business
13. Identify and explain the factors that influence a product’s price (e.g., cost, quality, competition, and brand loyalty).
14. Explain how consumer practices (e.g., shoplifting, improper returns, and product liability claims) affect prices
15. Explain ways that government regulations/laws affect pricing practices (e.g., price discrimination and collusion).
16. Describe the influences of supply and demand on pricing and the concept of price elasticity.
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 the most efficient means (e.g., cost benefit analysis) for distributing different types of products and services
4. Identify shipping and receiving processes.
5. Explain the transportation systems and services (e.g., motor, rail, water, air) used in distribution
6. 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.
7. Describe the methods of handling merchandise and inventory control.
Legal, Ethical, and Social Aspects of Marketing
1. Describe the impact of specific marketing regulations/laws on both domestic and international business.
2. Identify ethical issues and their impact on marketing.
3. 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.
4. Explain the social responsibility (e.g., environmental issues, ethical decisions, community involvement) of marketing in society.
5. Discuss the role of federal regulatory agencies (e.g., Food and Drug Administration, Consumer Product Safety Commission, Environmental Protection Agency).
Promotion and Advertising Media
1. Explain the role of promotion as a marketing function and identify the major purpose of advertising.
2. Identify major promotional activities used in marketing and the benefits of each.
3. Identify the advantages and disadvantages of each type of advertising and promotional media. (e.g., radio, television, direct mail, outdoor, and newspaper).
4. Identify ethical issues (e.g., false and misleading advertising, copyright infringement, and age group discrimination) in marketing.
5. Identify various forms and purposes of sales promotion (e.g., sweepstakes, coupons, contests, and specialty products).
6. Explain the concept of promotional mix and identify the elements of the promotional mix (i.e., advertising, publicity, sales promotion, and personal selling).
7. . Explain concept and purpose of visual merchandising, display and trade shows to communicate with targeted audiences.
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-Commerce
1. Identify ways that technology including the Internet impacts marketing.
2. Explain the impact of the Internet on marketing
3. Identify online shopping techniques for sales and purchasing.
4. Discuss the role e-commerce will play in the marketing of goods and services
5. Explain considerations in Web site pricing
6. Explain how a Web site presence can be used to promote a business or product
Economics
1. Analyze the impact of changing economic conditions on marketing strategies.
2. Explain the concept of competition and describe ways competition affects marketing decisions
3. Distinguish between consumer and capital economic goods and services.
4. Explain the concept and characteristics of private/free enterprise.
5. Explain the concept of profit in private enterprise and identify factors (e.g., economics, human, and nature) affecting a business’ profit.
6. Explain the concept of economic resources (e.g., land, labor, capital, and entrepreneurship)
7. Explain the principles of supply and demand.
8. Compare and contrast the types of economic systems (e.g., capitalism, socialism, and communism).
9. Identify and examine economic indicators and business cycles (e.g., GDP, GNP, and Consumer Price Index).
10. Explain the concepts of scarcity and elasticity of demand.
11. Discuss balance of trade, trade barriers, and concepts of tariffs
12. Describe the importance of marketing in a global economy.
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. Explore the ethical issues involved in selling (e.g., high pressure sales and misrepresenting product information).
6. Examine the role of salespersons in building customer relationships
7. 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.
8. Apply appropriate methods of handling customer inquiries, complaints, or difficult situations.
9. Identify consumer protection agencies (e.g., FTC, Better Business Bureau, and Consumer Product Safety Commission) and explain their services.
10. Identify examples of service extensions (e.g., product warranty, technical support, or service contract).

Alignment

NBEA Standards
  • Entrepreneurship
  • Marketing
Career Clusters
  • Business Management & Administration
  • Marketing, Sales, & Service

Eligibility

States may submit up to 4 entries.
Competitors must be registered for NLC and pay registration fee.
Competitors must pay dues by 11:59 p.m. Eastern on March 1.

Finals

The top fifteen (15) scoring individuals/teams advance to the final round.

Timeline

Test: 1 hour
Prep: 20 min
Equipment Setup: N/A
Performance: 7 min
Warning: 6 min
Time Up: 7 min
Penalty Over Time: N/A
Q & A: N/A