2941 version 3 10-Jan-09 1 of 6
GENERIC MARKETING Produce and coordinate direct marketing strategies
level: credit: final date for comment: expiry date: sub-field: purpose:
5 10 December 2001 December 2002 Marketing This unit standard is for people who seek to offer or provide advice on direct marketing services. People credited with this unit standard are able to identify the functions of direct marketing; examine the direct marketing environment and analyse growth trends for direct marketing. They are also able to identify special considerations for the marketing mix and produce and coordinate strategies for direct marketing.
entry information:
Recommended: Unit 2926, Apply marketing principles to enterprise activities or demonstrate equivalent knowledge and skills. Evaluation of documentation and visit by NZQA and industry. A centrally established and directed national moderation system has been set up by Moderation Services.
accreditation option:
moderation option:
New Zealand Qualifications Authority 2009
2941 version 3 10-Jan-09 2 of 6
GENERIC MARKETING Produce and coordinate direct marketing strategies
special notes:
Assessment guidance This unit standard can be assessed in a work based environment, or in a training or education environment if simulated marketing conditions are able to be provided, or in a combination of both environments.
Elements and Performance Criteria
element 1 Identify functions of direct marketing. performance criteria 1.1 The functions of direct marketing are identified in terms of linking producers or intermediaries directly and individually with target customers. The major forms of direct marketing are differentiated. Range: direct mail, catalogue marketing, telemarketing, direct radio and television marketing, electronic marketing, print media marketing.
1.2
New Zealand Qualifications Authority 2009
2941 version 3 10-Jan-09 3 of 6
GENERIC MARKETING Produce and coordinate direct marketing strategies
element 2 Examine the direct marketing environment and analyse growth trends for direct marketing. performance criteria 2.1 The diversity of organisations using direct marketing is examined and implications for marketing strategies are identified. The advantages and disadvantages of direct marketing are assessed in comparison to other distribution methods and implications for marketing strategies are identified. Range: convenience, time saving, range and suitability of products, immediacy of contact, ability to compare prices and products, availability of credit.
2.2
2.3
The benefits to sellers of direct marketing are assessed and implications for marketing strategies are identified. Range: target market selectivity, personalised and customised messages, ability to build customer relationships, greater control over timing of direct marketing, ability to evaluate specific messages and media, ability to measure responses, ability to maintain privacy of marketing programmes.
2.4
Information technology applications for direct marketing are identified and implications for marketing strategies are assessed. Range: telecommunications, applications. information management, computer
New Zealand Qualifications Authority 2009
2941 version 3 10-Jan-09 4 of 6
GENERIC MARKETING Produce and coordinate direct marketing strategies
2.5
National and international growth trends for direct marketing are analysed and implications for marketing strategies are identified. The implications of direct marketing techniques on cultural based target markets, segmentation and environments, are determined.
2.6
element 3 Identify special considerations for the marketing mix. performance criteria 3.1 The use of media and database applications as direct marketing tools is analysed and implications for marketing mix strategies are identified. The concept of integrated direct marketing is analysed and implications for marketing mix strategies are identified. Segmentation bases are selected that take account of the fragmented nature of target market segments. Product assortment and pricing decisions take account of competitive factors. Service requirements are assessed for building and maintaining customer relationships and service levels are recommended for target markets. Promotion tools are differentiated for specific target markets. Distribution strategies are selected that reflect the unique aspects of the direct target market.
3.2
3.3
3.4 3.5
3.6 3.7
New Zealand Qualifications Authority 2009
2941 version 3 10-Jan-09 5 of 6
GENERIC MARKETING Produce and coordinate direct marketing strategies
element 4 Produce and coordinate strategies for target markets. performance criteria 4.1 Specific target markets are analysed and direct marketing strategies incorporate techniques for meeting the needs, wants and expectations of direct market customers. Marketing mix components that meet the requirements of target markets are designed and are blended to enter or maintain markets. Range: 4.3 product, price, distribution, promotion.
4.2
Information management needs are identified for target markets and are incorporated into direct marketing strategies. Resource requirements are determined. Provision is made to monitor, evaluate and adjust strategies.
4.4 4.5
New Zealand Qualifications Authority 2009
2941 version 3 10-Jan-09 6 of 6
GENERIC MARKETING Produce and coordinate direct marketing strategies
Comments to:
NZQA Business and Management Unit Revision PO Box 160 WELLINGTON by December 2001. Please Note: Providers must be accredited by the Qualifications Authority before they can offer programmes of education and training assessed against unit standards. Accredited providers assessing against unit standards must engage with the moderation system that applies to those unit standards. [Please refer to relevant Plan ref: 0113]
New Zealand Qualifications Authority 2009