OS Marketing Level II-IV

Federal Democratic Republic of Ethiopia
OCCUPATIONAL STANDARD
MARKETING AND SALES

MANAGEMENT
NTQF Level II-IV
Ministry of Lobar and Skill

December 2021
Introduction
Ethiopia has embarked on a process of reforming its TVET-System. Within the policies and
strategies of the Ethiopian Government, technology transformation – by using international
standards and international best practices as the basis, and, adopting, adapting and verifying
them in the Ethiopian context – is a pivotal element. TVET is given an important role with
regard to technology transfer. The new paradigm in the outcome-based TVET system is the
orientation at the current and anticipated future demand of the economy and the labor market.
The Ethiopian Occupational Standards (EOS) is - a core element of the Ethiopian National
TVET-Strategy and an important factor within the context of the National TVET-Qualification
Framework (NTQF). They are national Ethiopian standards, which define the occupational
requirements and expected outcome related to a specific occupation without considering TVET
delivery.
This document details the mandatory format, sequencing, wording and layout for the Ethiopian
Occupational Standard comprised of Units of Competence.
A Unit of Competence describes a distinct work activity. It is documented in a standard format

that comprises:
 Occupational title, NTQF level
 Unit code
 Unit title
 Unit descriptor
 Elements and Performance criteria
 Variables and Range statement
 Evidence guide
Together all the parts of a Unit of Competence guide the assessor in determining whether the
candidate is competent.
The ensuing sections of this EOS document comprise a description of the respective occupation
with all the key components of a Unit of Competence:
 the chart with an overview of all Units of Competence for the respective occupation
(Unit of Competence Chart) including the Unit Codes and the Unit of Competence titles
 the contents of each Unit of Competence – this includes further directions on the contents
and format of the unit of competence
 occupational map providing the Technical and Vocational Education and Training
(TVET) providers with information and important requirements to consider when
designing training programs for this standards, and for the individual, a career path
Marketing and Sales management

Ministry of Lobar and Skill Version 1
Page 1 of 47 Level II-IV
Copyright December 2021
Ethiopian Occupational Standard
UNIT OF COMPETENCE CHART
Occupational Standard: Marketing & Sales Management Level II
Occupational Code: LSA MSM
NTQF Level II
LSA MSM2 01 1221 LSA MSM2 02 1221 LSA MSM2 03 121
Understand and undertake Determine and Maintain Deliver Customer service
marketing activities Business Resources

Process customer Apply Business Merchandise Products
Compliant Technology
LSA MSM2 07 1221 LSA MSM2 08 1221

Provide Marketing and Apply 5S Procedures
Promotion Program
Support
Occupational Standard: Marketing and Sales Management

Occupational Code: LSA MSM
NTQF Level III
Deliver and Monitor Plan and Implement Sales Coordinate Sales
Customers Service Performance

Handle mail and Use Apply Point of Sales Maintain Business
Business Technologies Procedures Relationship

Produce Market and Sales Profile Market Analyze and Achieve
Documents Sales Targets

Conduct Pre-Campaign Optimize Customer and Prevent and Eliminate
Testing Territory Coverage MUDA using problem
Solving Tools

Occupational Standard: Marketing and Sales Management
Occupational Code: LSA MSM4
NTQF Level IV

Analyze Consumer Behavior Conduct Market Research Monitor Advertising
for Markets
LSA MSM 4 04 2021 LSA MSM4 05 2021 LSA MSM4 06 2021

Present, Secure and Support Plan and market goods and Conduct Online
Sales Solutions services at international Transactions
level

Implement Customer Service Organize the Importing and
Standards Exporting of Goods
LSA MSM 4 10 2021 LSA MSM4 11 2021 LSA MSM4 12 2021

Monitor Implementation
of Work Plan

NTQF Level II

Occupational Standard: Marketing and Sales Management Level II
Unit Title Understand and undertake marketing activities
Unit Code LSA MSM 2 01 1221
Unit Descriptor This unit describes the performance outcomes, skills and knowledge
required to plan, implement and manage basic marketing mix (7p) and
promotional activities. A foundation unit covers general and basic
understandings of marketing principles that do not require detailed or
complex planning or implementation of marketing tasks.
Elements Performance Criteria

1. Collect marketing 1.1 Research the concept of marketing as it applies to the
information organisation
1.2 Identify and analyse organisation's marketing plan and relevant
policies and procedures
1.3 Identify need for marketing activities from the established
marketing plan
1.4 Investigate previous marketing activities for relevant information
1.5 Identify profile of the market segment
1.6 Identify positioning and market mix for each target segment
1.7 Identify outcomes expected from marketing activities
2. Plan marketing 2.1 Undertake analysis of collected basic marketing information on
mix activities (7ps) (7 ps) product, price, place, promotion, people, process and
physical evidence.
2.2 Develop and document work activity plans for marketing
activities
2.3 Obtain approval of plans from relevant enterprise personnel
3. Implement 3.1 Determine and access resources required for work plan activities
marketing 3.2 Undertake marketing activities within job role
activities 3.3 Assist with assigning responsibilities and functions to relevant
personnel performing specific marketing functions
3.4 Monitor marketing activities, and review and amend activity plan
as required
4. Review marketing 4.1 Measure and record outcomes of marketing activities using
activities marketing resources.
4.2 Review marketing activities against expected outcomes and
record identified improvements
4.3 Prepare reports of marketing activities and communicate to
relevant enterprise personnel
Variable Range
Need May include but not limited to:
 analysis of sales figures and other performance data
 analysis of client information
 direction from relevant enterprise personnel
 development of new products and services.
Marketing activities May include but not limited to:
 Attendance at trade shows, conferences and other events
 Basic advertising
 Development and distribution of general promotional and
informational materials
 Development and distribution of samples, case studies, testimonials
and other evidence of enterprise activity
 Development of displays and signs
 Development of media releases, articles and media background
information
 Information sessions for clients, suppliers and stakeholders
 Online information
 Telephone promotions.
Outcomes May include but not limited to:
 Potential client enquiries
 Detailed potential client follow-up
 Sales and service levels.
Analysis May include but not limited to:
 Market definition, statistics and basic research
 Basic market segmentation
 Target audience profiles.
Work activity plans May include but not limited to:
 Activity monitoring and evaluation plans
 Detailed implementation plans covering the how, what and when of
activities
 Financial plans
 Human resource plans
 Plans for other required resources
 Time plans.
Relevant enterprise May include but not limited to:
personnel  Coordinators
 Owners
 Managers
 Section leaders
 Supervisors
 Team leaders.
Resources  Finance
 Human resources
 Resource contributions from suppliers and partners.
Relevant personnel May include but not limited to:

 Administrators
 Copywriters
 Desktop publishers
 External consultants
 Graphic artists and designers
 Marketing specialists
 Printers and sign-writers.
Evidence Guide
Critical aspects for Must demonstrate knowledge and skills of competency to:
competency  Research into the foundations of marketing practice and how they
apply to an organisation
 Planning and implementing marketing activities
 Reviewing the effectiveness of the marketing plan
 Recording the activities and processes worked with.
Underpinning Must demonstrate knowledge of:
Knowledge and  Access to a workplace or simulated work environment
Attitudes  Access to office equipment and resources
 Examples of products or services to be marketed
 Examples of marketing plans, policies and procedures.
Underpinning Skills Must demonstrate skills to:
 Reviewing the effectiveness of the marketing plan
 Recording the activities and processes worked with.
 Direct questioning combined with review of portfolios of evidence
and third-party workplace reports of on-the-job performance by the
candidate
 Review of work activity plans for marketing activities
 Analysis of responses to case studies and scenarios
 Analysis of documentation outlining the outcomes of marketing
activities
 Review of marketing activity reports.
Resource Implications Access is required to real or appropriately simulated situations,
including work areas, materials and equipment, and to information on
workplace practices and OHS practices.
Methods of Competence may be assessed through:
Assessment  Interview / Written Test
 Observation / Demonstration with Oral Questioning
Context of Assessment Competence may be assessed in the work place or in a simulated work
place setting.

Unit Title Determine and Maintain Business Resources

required to determine, administer and maintain resources and equipment
to complete a variety of tasks.

1. Advise on resource 1.1 Estimates of future and business resource needs are calculated and
requirements presented in accordance with organizational requirements.
1.2 Ensure advice is made clear, concise and relevant to achievement
of organizational requirements.
1.3 Information on the most economical and effective choice of
equipment, materials and suppliers is provided.
1.4 Resource shortages and possible impact on operation are
identified.
2. Monitor resource
2.1 Resource handling is ensured in according with established
usage and
organizational requirements including occupational health and
maintenance
safety requirements.
2.2 Business technology is used to monitor and effective use of
resources is monitored.
2.3 Consultation with individuals and teams are used to facilitate
effective decision making on the appropriate allocation of
resources.
2.4 Relevant policies regarding resource use in the performance of
operational tasks are identified and adhered.
2.5 Resource usage are routinely monitored and compared with
estimated requirements in budget plans.
3. Acquire resources
3.1 Acquisition and storage of resources are ensured and is in
accordance with organizational requirements, is cost effective and
consistence with organizational timelines.
3.2 Resources are acquired within available time lines to meet
identified requirements.
3.3 Resource acquisition processes are reviewed to identify
improvements in future resource acquisitions.
Variable Range
Business resources May include but not limited to:
 Equipment
 Facilities
 Human resources
 Raw materials
 Software
 Stock and supplies
Organizational May include but not limited to:
requirements
 Access and equity principles and practice
 Business and performance plans
 Defined resource parameters
 Ethical standards
 Goals, objectives, plans, systems and processes
 Legal and organizational policies, guidelines and requirements
 Management and accountability channels
 Manufacturer’s and operational specifications
 Ohs policies, procedures and programs
 Quality and continuous improvement processes and standards
 Quality assurance and/or procedures manuals
 Security and confidentiality requirements
Business technology May include but not limited to:
 Computer applications
 Computers
 Modems
 Personal schedules
 Photocopiers
 Printers
 Scanner
Policies regarding May include but not limited to:
resource
 Budgeting limits
 Ordering procedures
 Purchasing authorities
 Recruitment and personnel
 Time management
 Transport/travel policies
Resource acquisition May include but not limited to:
 Contracted supplier ordering
 Internal approvals
 Non-tendered processes
 Periodic forecasts
 Tendered processes
Occupational Health May include but not limited to:
and Safety
 Decision making delegations
requirements
 Equipment use
 First aid kit
 Medical attention
 Reporting requirements
 Site access
Evidence Guide
Critical Aspects of Must demonstrate knowledge and skills of competency to:
Competence  Collecting and recording data on resource use
 Observing resource use over defined and operational timeframes
 Carrying out routine maintenance

Knowledge of organizational resources acquisition policies, plants
and procedures
Underpinning  Must demonstrate knowledge of:
Knowledge and  Key provisions of relevant legislation from all levels of government
Attitudes that may affect aspects of business operations, such as:
 Ethical principles
 Codes of practices
 Occupational Health and Safety (OHS)
 Organizational resource acquisition policies, plants and procedures
 Functions of a range of business equipment
 Organizational procedures for record keeping/filing systems,
security and safe recording practices
 Literacy skills to read and understand organization’s policies and
procedures; to write simple instructions for a particular routine
task
 Evaluation skills to diagnose faults and to monitor resource usage
 Problem-solving skills to determine appropriate fault repair actions
 Numeracy skills to calculate resource expenditure
 Technology skills to select and use technology appropriate to a task
Resources Implication Access is required to real or appropriately simulated situations,
place setting.

Unit Title Deliver Customer service
required to deliver customer service to process sales enquires requiring
basic solution and to follow up to ensure customer satisfaction. It
includes creating a relationship with customers, identifying their needs,
delivering services or products and processing customer feedback.

1. Establish contact 1.1 Customer is acknowledged and greeted in a professional, courteous
with customers and concise manner according to organizational requirements
1.2 Personal dress and presentation are maintained in line with
organizational requirements
1.3 Customers are communicated using appropriate interpersonal skills
to facilitate accurate and relevant exchange of information
1.4 Sensitivity is maintained to customer specific needs and any
cultural, family and individual differences
1.5 Rapport/relationship is established with customer and a genuine
interest in customer needs/requirements expressed
2. Identify customer 2.1 Appropriate questioning and active listening are used to determine
needs customer needs
2.2 Customer needs are assessed for urgency to identify priorities for
service delivery
2.3 Customer is provided with information about available options for
meeting customer needs and customer is assisted to identify
preferred option/s
2.4 Personal limitations are identified in addressing customer needs and
assistance is sought from designated persons where required
3. Deliver Customer 3.1 Prompt customer service is provided to meet identified needs
Service according to organizational requirements
3.2 Information regarding problems and delays, and follow-up are
provided within appropriate timeframes as necessary
3.3 Customers are communicated in a clear, concise and courteous
manner
3.4 Opportunities are identified to enhance the quality of service and
products, and take action to improve the service whenever possible
4. Register and 4.1 Customer feedback is promptly recognized and handled sensitively
submit customer according to organizational requirements
feedback
4.2 Any feedback and communication between customers and the
organization are accurately recorded according to organizational
standards, policies and procedures
4.3 Any unmet customer needs are identified and suitability of other
products/services is discussed
4.4 Customers are supported to make contact with other services
according to organizational policies and procedures
5. Close sales 5.1 Agree on product or service to be purchased with the customer
5.2 Establish customer’s preferred purchase and payment arrangements
5.3 Finalize documentation relating to sale and forward to customer for
agreement and signature
5.4 Negotiate and arrange payment method with customer
5.5 Conduct appropriate credit checks
5.6 Clearly record delivery/installation arrangements as agreed with
customer
5.7 Comply with relevant legislation, codes, regulations and standards
during the contact and sale
6. Input sales 6.1 Fully record details of sale
records 6.2 Amend existing customer records where appropriate
6.3 Initiate invoices according to organizational policy
6.4 Organize delivery/installation according to organizational policy
7. Provide sales 7.1 Verify customer satisfaction after delivery/installation

support where 7.2 Identify additional action to satisfy customer needs
required
7.3 Initiate action in an efficient and timely manner
Variable Range
Customers May include but not limited to:
 contacts from other organizations
 external customers
 internal customers
 members of the public
 patients and service users
requirements  access and equity principles and practice
 anti-discrimination and related policy
 following OHS procedures for dealing with customers
 legal and organizational policies, guidelines and requirements
 quality and continuous improvement processes and standards
 quality assurance and/or procedures manual
Interpersonal skills May include but not limited to:
 listening actively to what the customer is communicating
 providing an opportunity for the customer to confirm their request
 questioning to clarify and confirm customer needs
 seeking feedback from the customer to confirm understanding of
needs
 summarising and paraphrasing to check understanding of customer's
message
 using appropriate body language
Designated persons May include but not limited to:
 manager, supervisor or team leader
 more experienced personnel with specific knowledge or information
 staff from other work areas with particular product or service
knowledge
Opportunities May include but not limited:
 advice about warranties, guarantees or support services
 packaging options
 pricing options
 procedures for delivery of goods or service
 provision of product knowledge
 systems for recording complaints
Customer feedback May include but not limited to:
 damaged goods or delivery problems
 delays
 invoicing errors
 quality of customer service
 quality of service provision
Evidence Guide
Critical aspects of Must demonstrate knowledge and skills of competency to:
competence  demonstrating all stages of customer service interactions
 responding to customer feedback
 demonstrating a range of interpersonal skills
 knowledge of relevant legislation
Knowledge and  key provisions of relevant legislation from all forms of government
Attitudes that may affect aspects of Basic Clerical Support operations, such
as:
 ethical principles
 codes of practice
 occupational health and safety (OHS)
 organizational policies and procedures relating to customer
service and the customer service process
 communication skills to convey meaning clearly, concisely and
coherently
 culturally appropriate communication skills to relate to people from
diverse backgrounds and people with diverse abilities
 literacy skills to communicate with customers and to develop
required product knowledge
 numeracy skills to interpret customer requirements and to meet
customer needs
 problem-solving skills to deal with customer enquiries or complaints
Resource Access is required to real or appropriately simulated situations,
Implications including work areas, materials and equipment, and to information on
Context of Competence may be assessed in the work place or in a simulated work
Assessment place setting.

Unit Title Handle customer Compliant
LSA MSM2 04 1221
Unit Code
required to collect, process, solve and refer complains raised by
customers in dealing business transaction.

1. Receive 1.1 Assess complaint according to organizational policy
complaints
1.2 Inform relevant stakeholders that complaint has been receive
1.3 Document customer complaints according to organizational policies
and procedures
2. Process 2.1 Identify complaints requiring escalation according to organisational
complaints policy, and escalate as required
2.2 Identify additional information requirements to resolve complaints
that do not require escalation
2.3 Prepare information for resolving complaint
3. Resolve 3.1 Identify implications of complaint for customer and organisation
complaints
3.2 Analyse options to resolve customer complaints according to
legislation, organisational policies and codes of practice
3.3 Propose options according to legislative requirements and
organisational policies by using effective communication
3.4 Escalate matters for which a solution cannot be determined to
relevant personnel
4. Refer complains 4.1 Complaints that require referral to other personnel or external bodies
are identified.
4.2 Referrals are made to appropriate personnel for follow-up in
accordance with individual level of responsibility.
4.3 All documents and investigation reports are forwarded.
4.4 Appropriate personnel are followed-up to gain prompt decisions.
5. Exercise judgment 5.1 Implications of issues are identified for customer and organization.
to resolve
customer service 5.2 Appropriate options are analysed, explained and negotiated for
issues resolution with customer.
5.3 Viable options are proposed in accordance with appropriate
legislative requirements and enterprise policies.
5.4 Matters are ensured for which a solution cannot be negotiated are
referred to appropriate personnel.
Variable Range
Stakeholders May include but not limited to:
 Suppliers
 Owners
 Investors
 Creditors
 Communities
 Trade unions
 Employees
 Government agencies
 Customers
 Media
Information May include but not limited to:
 Product
 Price
 Customer type and preference
 Competitors
 Suppliers
 Distributors
 Government policy
Effective May include but not limited to:
communication  giving customers full attention
 maintaining eye contact (for face-to-face interactions), except where
eye contact may be culturally inappropriate
 speaking clearly and concisely
 using appropriate language and tone of voice
 using clear written information/communication
 using non-verbal communication e.g. body language, personal
presentation (for face-to-face interactions)
Referrals May include but not limited to:
 external bodies (e.g. Ombudsman, Federal Ethics and Anti-
Corruption, Police, Ethiopian Human Rights Commission)
Options May include but not limited to:
 Price
 Place
 Incentives (before sale and after sale service)
 Quality
Evidence Guide
Competence  applying judgment in the application of industry and/or
organizational procedures
 working with customer complaints
 knowledge of organizational procedures and standards for processing
complaints
Knowledge and  key provisions of relevant legislation from all forms of government
Attitudes that may affect aspects of business operations, such as:
 privacy laws

importance of good communication skills and the individual’s role in
processing customer complaints
 organizational procedures and standards for processing complaints
and recommending appropriate action
 analytical skills to identify trends and positions of products and
services
 communication skills to interpret customer complaints, and to monitor
and advise on customer service strategies and resolutions
 culturally appropriate communication skills to related to people from
 literacy skills to read and understand a variety of texts; to prepare
general information and papers according to target audience; and to
edit and proofread texts to ensure clarity of meaning and accuracy of
grammar and punctuation
 problem-solving skills to deal with customer enquiries or complaints,
to apply organizational procedures to a range of situations and to
exercise judgment in this application
Resources Implication Access is required to real or appropriately simulated situations, including
work areas, materials and equipment, and to information on workplace
practices and OHS practices.

Unit Title Use Business Technology
required to select, use and maintain a range of business technology.
This business technology includes the effective use of computer
software to organise information and data related to marketing
activities.

1. Select and use 1.1 Appropriate technology and software applications are selected to
technology achieve the requirements of the task.
1.2 Workspace, furniture and equipment are adjusted to suit user
ergonomic requirements.
1.3 Technology is used according to organizational requirements
and in a way which promotes a safe work environment.
2. Process and 3.1 Files and records are identified, opened, generated or amended
organize data according to task and organizational requirements.
3.2 Input devices are operated according to organizational
requirements.
3.3 Data is stored appropriately and applications are exited without
damage or loss of data.
3.4 Manuals, training booklets and/or online help or help-desks are
used to overcome basic difficulties with applications.
3. Maintain 3.5 Used technology consumables are identified and replaced in
technology accordance with manufacturer's instructions and organizational
requirements.
3.6 Routine maintenance is carried out and/or arranged to ensure
equipment is maintained in accordance with manufacturer's
instructions and organizational requirements.
3.7 Equipment faults are identified accurately and action is taken in
accordance with manufacturer's instructions or fault is reported to
designated person.
Variable Range
Technology May include but not limited to:
 computer technology, such as laptops and personal computers
 digital cameras
 modems
 printers
 scanners
 zip drives
 photocopiers
 shredders
 binders
 laminators
 cutters
Software applications May include but not limited to:
 email, internet
 word processing, spreadsheet, database, accounting or presentation
packages
Organisational May include but not limited to:
requirements
 correctly identifying and opening files
 legal and organisation policies, guidelines and requirements
 locating data
 log-on procedures
 manufacturer's guidelines
 OHS policies, procedures and programs
 saving and closing files
 storing data
Input devices May include but not limited to:
 keyboard
 mouse
 numerical key pad
 scanner
Storage of data May include but not limited to:
 appropriate storage/filing of hard copies of computer generated
documents
 storage in directories and sub-directories
 storage on CD-ROMs, hard and floppy disk drives or back-up
systems
consumables
 back-up tapes
 CD-ROM
 floppy disks
 print heads
 printer ribbons and cartridges
 toner cartridges
 zip disks
Routine maintenance May include but not limited to:
 in-house cleaning and servicing of equipment according to
manufacturer's guidelines
 periodic servicing by qualified or manufacturer approved,
technician
 regular checking of equipment
 replacing consumables
Identifying equipment May include but not limited to:
faults
 checking repairs have been carried out
 encouraging feedback from work colleagues
 keeping a log book of detected faults
 preparing a maintenance program
 regular back-ups of data
 regular OHS inspections
 routine checking of equipment
Evidence Guide
Competence  selection and application of appropriate equipment and software
applications in relation to assigned task/s
 access, retrieval and storage of required data
 performance of basic maintenance on a range of office equipment
Underpinning Demonstrate knowledge of:
Knowledge and  key provisions of relevant legislation from all levels of
Attitudes government that may affect aspects of business operations, such
as:
 anti-discrimination legislation
 privacy laws
 Occupational Health and Safety (OHS)
 organisational policies, plans and procedures, especially in regard
to file-naming and storage conventions
 organisational IT procedures including back-up and virus
protection procedures
 basic technical terminology in relation to reading help-files and
manuals
Underpinning Skills Must demonstrate skills of:
 literacy skills to identify work requirements; to understand and
process basic, relevant workplace information; and to follow
written instructions
 communication skills to request advice, to receive feedback and to
work with a team
 problem-solving skills to solve routine technology problems
workplace practices and OHS practices
Methods of Assessment Competence may be assessed through:
 Interview / Written exam
Context of Assessment Competence may be assessed in the workplace or in a simulated
workplace setting

Unit Title Merchandise Products
required to merchandise products within a retail store. It involves the
consistent application of store policies and procedures in regard to
displaying, merchandising, ticketing, labelling, pricing and storing stock.
It also includes the application of correct manual handling, storage and
display techniques according to stock characteristics, industry codes of
practice, and relevant legislation.
1. Place and 1.1 Merchandise is unpacked according to store policy, procedures, and
arrange legislative requirements.
merchandise 1.2 E-merchandise is placed on floor, fixtures and shelves in determined
locations according to Work Health and Safety (WHS) legislative
requirements.
1.3 Merchandise is displayed to achieve a balanced, fully-stocked
appearance and sales are promoted.
1.4 Damaged, soiled or out-of-date stock are identified and corrective
action is taken as required according to store procedures.
1.5 Stock range is placed in line with fixtures, ticketing, prices and bar
codes.
1.6 Stock is rotated according to stock requirements and store procedure.
1.7 Stock presentation conforms are ensured to special handling
techniques and other safety requirements.
2. Prepare and 2.1 Labels and tickets are prepared for window, wall or floor displays
apply labels and according to store policy.
tickets 2.2 Tickets are prepared using electronic equipment or stored neatly by
hand according to design specifications and procedures.
2.3 Soiled, damaged, illegible or incorrect labels and tickets are
identified and corrective action is taken according to store
procedures.
2.4 Electronic ticketing and labelling equipment are used, maintained
and stored according to manufacturer’s instructions and store
procedures.
2.5 Labels and tickets are placed visibly and correctly on merchandise.
2.6 Labels and tickets are replaced according to store policy.
3. Maintain 3.1 Unsuitable or out-of-date displays and special promotion areas are
displays reset or dismantled as directed.
3.2 Supervisor is assisted in selection of merchandise for display.
3.3 Merchandise is arranged and faced up as directed according to layout
specifications and load-bearing capacity of fixtures.
3.4 Correct pricing and information on merchandise are maintained
according to store procedures, industry codes of practice and
legislative requirements.
3.5 Optimum stock levels are identified and stock is replenished
according to store policy.
3.6 Excess packaging is removed and display areas are maintained in a
clean and tidy condition.
4. Protect 4.1 Correct handling storage is identified and applied according to stock
merchandise characteristics and legislative requirements.
4.2 Display techniques are applied according to stock characteristics and
legislative requirements.
Variable Range
Merchandise May include but not limited to:
 type
 brand
 size
 customer needs
 colour
 price
Store policy and May include but not limited to:
procedures
 merchandising of stock
 preparing and displaying labels and tickets
 maintaining displays
Legislative May include but not limited to:
requirements
 pricing requirements
 industry codes of practice
 discounted items
 Ethiopian Consumer law
Display May include but not limited to:
 setting new displays
 maintaining existing displays
Handling May include but not limited to:
techniques
 stock characteristics
 store policy
 legislative requirements
 industry codes of practice
Safety May include but not limited to:
requirements
 transport, storage and handling of goods
 hazardous substances
 labelling of workplace substances
Preparation of May include but not limited to:
labels and tickets
 pricing gun
 shelf tickets
 shelf talkers

 written labels
 swing ticketing
 bar coding
 price boards
 header boards
Special promotion May include but not limited to:
areas
 permanent or temporary
 interior or exterior
 publicly accessible
 windows
 shelves
 wall fixtures
 on floor
Evidence Guide
Critical Aspects Must demonstrate knowledge and skills of competency to:
of Competence  applies store policies and procedures and legislative requirements in
regard to displaying, merchandising, ticketing, pricing and storing
stock
 displays merchandise on floor, fixtures, shelves and display areas, in
determined locations, according to special manual handling
techniques and other safety requirements
 prepares display labels and price tickets for merchandise with regard
to store policies and procedures
 operates, maintains and stores a range of ticketing equipment
according to:
 store policy and procedures
 industry codes of practice
 manufacturer instructions and design specifications
 identifies damaged, soiled or out-of-date stock and takes corrective
action as required by store procedures and legislative requirements
 maintains display areas and replenishes stock as required according
to store procedures and legislative requirements
 performs correct manual handling, storage and display techniques
Underpinning Demonstrates knowledge of:
Knowledge and  store policies and procedures in regard to:
Attitudes
 availability and use of display materials
 correct storage of stock
 correct storage procedures for labelling and ticketing equipment
and materials
 location of display areas
 merchandise range
 merchandising, ticketing and pricing of stock
 scheduling for building or rotating displays
 stock replenishment
 stock rotation
 store promotional themes, including advertising, catalogues and
special offers
 correct manual handling techniques for protection of self and
merchandise
 principles of display
 elements and principles of design and trends in retail design
 relevant WHS regulations, including:
 manual handling
 hygiene and sanitation
 hazardous substances
 labelling of workplace substances
 relevant legislation and statutory requirements relating to
merchandising product
 pricing procedures, including inclusion and exclusion of GST
 relevant industry codes of practice relating to merchandising product
Underpinning Demonstrates skills of:
Skills  literacy and numeracy skills to:
 prepare machine or manual labels and tickets
 read and interpret store procedures and guidelines
 read and interpret manufacturer instructions
 self-management skills to complete tasks in a set timeframe
 technology skills to operate and maintain manual and electronic
labelling and ticketing equipment
Resources Access is required to real or appropriately simulated situations,
Implication including work areas, materials and equipment, and to information on
Context of Competency may be assessed in the work place or in a simulated work
Assessment place setting

Variable Range
 names
 addresses
 amounts of money/figure
 dates
 account numbers/card numbers/cheque numbers
Documents May include but not limited to:
 application forms
 claim forms
 petty cash vouchers
 invoices
 purchase orders
 receipts
 credit notes
 statements
 deposit books
 delivery dockets
 remittance advice
procedures  legal and organization policy and guidelines
 procedures for entering and balancing deposits
 procedures for checking validity of cheques and card vouchers
 security procedures
 cash handling procedures
 Ethiopian Accounting and Auditing Standards
Legislation and May include but not limited to:
regulations  award and enterprise agreement
 occupational health and safety (OH&S) legislation
 privacy
 equal employment opportunity (EEO) legislation
 Anti-discrimination legislation
Appropriate May include but not limited to:
personnel  supervisor
 manager
 account department
 accounts clerk
 petty cash officer
Banking guidelines May include but not limited to:
 cash bundled
 accurate forms
 banking summary provided
 banking electronically
Validity May include but not limited to:
 signature
 dates
 amounts
Banking May include but not limited to:
documentation  withdrawal forms
 deposit slips/books
 cheques
Evidence Guide
competence  demonstrate accurate and timely preparation and processing of
financial documents in accordance with the organization's policies
and procedures.
Knowledge and  the organization's policies and procedures applying to financial
Attitudes documents
 relevant legislation and codes, relating to the operation of a Basic
Clerical Support and to the tasks undertaken
 legislation relating to privacy and confidentiality
 procedures for handling cheques, vouchers and cash
 banking procedures and guidelines
 methods of calculating and presenting financial data
 the organization's software and technology used to record and
transmit financial information
 calculation skills
 ability to check accuracy of information (words and numbers)
 attention to detail
 ability to read and interpret financial data
 communication skills
 ability to relate to people from a range of social, cultural and ethnic
backgrounds
 ability to work to set timelines
Resource Access is required to real or appropriately simulated situations,
Implications including work areas, materials and equipment, and to information on

Unit Title Provide Marketing and Promotion Program Support
Unit Code LAS MSM 2 07 1221
required to support promotional and marketing programs as a frontline
sales staff member mainly to attract and retain customers for further
business dealings.

1. Confirm 1.1 Timing and purpose of marketing and promotional programs are
promotional and obtained and confirmed.
marketing 1.2 Relevant sources of information regarding upcoming promotional
activities activities are accessed.
1.3 Own role in supporting specific marketing and promotional
programs is confirmed with relevant supervisory personnel.
1.4 Details of marketing and promotional programs are communicated
to customers as directed.
2. Respond to 2.1 Enquiries concerning marketing and promotional programs are
enquiries on received and actioned according to business policy and
promotional and procedures.
marketing 2.2 Accurate details of marketing and promotional programs on
activities demand are provided to internal or external personnel according to
business policy and procedures.
3. Support marketing 3.1 Campaign-related marketing materials are secured to meet
and promotional internal or external demand.
programs 3.2 Campaign-related marketing materials are issued to meet internal
or external requests according to business policy and procedures.
3.3 Orders are lodged for additional campaign-related marketing
materials in a timely manner.
Variable Range
Marketing and May include but not limited to:
promotional
 manufacturer product or service campaigns
programs
 loyalty programs
 catalogue offers
 vouchers
 seasonal campaigns
 events
 new lines
 new store
 sales discounts
 special displays
Relevant sources of May include but not limited to:
information
 work procedures and internal manuals
 enterprise operating procedures and instructions
 written instructions such as data exchange, emails
 other staff and supervisors
Relevant supervisory May include but not limited to:
personnel
 team leader
 department manager
 manager
 new and existing customers
 internal or external customers
 people from a range of social, cultural and ethnic backgrounds and
with varying physical and mental abilities
Business policy and May include but not limited to:
procedures
 operating procedures and instructions
 legislation and regulations
 quality assurance systems procedures and policies
 supplier instructions
 safety instructions
Campaign-related May include but not limited to:
marketing materials
 advertising materials
 display stands
 flyers
 gift merchandise and promotional materials
 staff uniforms, badges and hats
 customer loyalty cards
 vouchers and discount vouchers
Evidence Guide
Critical Aspects of Demonstrates skills and knowledge in:
Competence  accurate monitoring and confirmation of upcoming and ongoing
store promotional and advertising programs
 consistent confirmation of own role and responsibilities to support
marketing and promotional programs
 ability to accurately determine details of advertising and promotional
programs
 accurate and clear communication of advertising and promotional
program details to answer identified external and internal queries
 Timely provision of merchandising and support resources to
nominated personnel implementing advertising and promotional
programs.

Knowledge and  upcoming and ongoing promotional schedule, plans and activities
Attitudes  support requirements and expectations
 processing promotional enquiries according to business policy and
requirements
 roles of management personnel
 ways to support marketing and promotional programs
Underpinning Skills Demonstrates skills of:

 interpersonal skills to:
 access information
 confirm own role
 conveying accurate details of promotional or advertising
programs to customers
 respond to enquiries on marketing and promotional activities and
through clear and direct communication
 use open and closed questions to identify and confirm
requirements
 use language and concepts appropriate to cultural differences
 use and interpret non-verbal communication
 literacy skills to:
 interpret promotional campaign information and instructions
 self management skills to:
 respond accurately to enquiries on marketing and promotional
activities
 initiate orders for promotional or advertising support merchandise
Methods of Competency may be assessed through:

Unit Title Apply 5S Procedures
Unit Code LSA MSM2 08 1221
Unit Descriptor This unit of competence covers the skills, attitudes and knowledge
required by an employee or worker to apply 5S procedures (structured
approach to housekeeping) to their own job and work area and
maintains the housekeeping and other standards set by 5S procedure.

1. Develop 1.1 Discuss quality assurance procedures of the enterprise or
understanding of organization
quality system 1.2 Understand the relationship of quality system and continuous
improvement in the workplace
1.3 Identify and relate to workplace requirements the purpose and
elements of quality assurance (QA) system
1.4 Explain the 5S system as part of the quality assurance of the work
organization
2. Sort needed items 2.1 Identify all items in the work area
from unneeded 2.2 Distinguish between essential and non-essential items
2.3 Sort items to achieve deliverables and value expected by
downstream and final customers
2.4 Sort items required for regulatory or other required purposes
2.5 Place any non-essential item in appropriate place other than the
workplace
2.6 Regularly check that only essential items are in the work area
3. Set workplace in 3.1 Identify the best location for each essential item
order 3.2 Place each essential item in its assigned location
3.3 After use immediately return each essential item to its assigned
location
3.4 Regularly check that each essential item is in its assigned location
4. Shine work area 4.1 Keep the work area clean and tidy at all times
4.2 Conduct regular housekeeping activities during shift
4.3 Ensure the work area is neat, clean and tidy at both beginning and
end of shift
5. Standardize 5.1 Follow procedures
activities 5.2 Follow checklists for activities, where available
5.3 Keep the work area to specified standard
6. Sustain 5S system 6.1 Clean up after completion of job and before commencing next job
or end of shift
6.2 Identify situations where compliance to standards is unlikely and
take actions specified in procedures
6.3 Inspect work area regularly for compliance to specified standard
6.4 Recommend improvements to lift the level of compliance in the
workplace

Variable Range
Elements of QA  corrective action
system  mission statements
 monitoring procedures
 SOPs
 work instructions
 PDCA concept
5S 5S is a system of work organization originally developed in Japan
based around housekeeping principles. A close translation of the five
stages in the housekeeping approach is:
 sort
 set in order
 shine
 standardize
 sustain
Japanese terms:
 Seiri - eliminating everything not required for the work being
performed (sort)
 Seiton - efficient placement and arrangement of equipment and
material (set in order)
 Seison - tidiness and cleanliness (shine)
 Seiketsu - ongoing, standardized, continually improving seiri,
 Seiton, seison
 Shitsuke - discipline with leadership
Items in the work Includes:
area  Tools
 Jigs/fixtures
 Materials/components
 Plant and equipment
 Manuals
 Personal items (e.g. Bags, lunch boxes and posters)
 Safety equipment and personal protective equipment
 Other items which happen to be in the work area
Sort Sort involves keeping only what is absolutely necessary for the
processes in the work area. Sort includes:
 Clearing the work area of all non-essential equipment and
materials
 Non-essential items are those not required to either produce
product, conduct process or operations, or make required
adjustments to equipment during process or operations
Set in order  After removing unnecessary materials, the remaining materials
must be those that are required immediately for either the
machine or the job at hand. All of these materials/change/parts etc
must have an assigned location on the production floor.
 Locations should be clearly marked and labeled to show what
belongs where. assigning required equipment and materials
appropriate locations in the work area
Shine includes:
 Keeping the work area clean at all times
 This should be carried out to a regular daily schedule against
allowed time and, on most occasions, at the end of a job
Standardize  Once 5S is established, standardizing activities help maintain the
order and the housekeeping standards. Standardizing may use
procedures and checklists developed from a procedure.
 Standardizing includes:
 Activities that help maintain the order and the housekeeping
standards
 Using procedures and checklists developed from a procedure
 OHS measures such as signage, symbols / coding and labeling of
work area and equipment
Sustain includes:
 Making sure that daily activities are completed every day
regardless of circumstance
 Cleaning up after a job
 Undertaking inspections, including:
 Informal inspections carried out often, at least weekly
 Formal inspections carried out at least monthly
 Generating continuous improvement actions from daily activities
 Following up specific actions to generate continuous
improvement
Procedures Procedures may include:
 Work instructions
 Standard operating procedures
 Formulas/recipes
 Batch sheets
 Temporary instructions and similar instructions provided for the
operation of the plant
 Good operating practice as may be defined by industry codes of
practice (e.g. Good manufacturing practice (gmp) and responsible
care) and government regulations
Procedures may be:
 Written, verbal, computer based or in some other format
Evidence Guide
Critical Aspects of A person who demonstrates competence in this unit must be able to
Competence provide evidence of the ability to:
 Identify own tasks and responsibilities and relate them to
organization and customer requirements
 Identify and explain the stages of 5s
 Implement 5s in own work area
 Identify waste (muda) in the work area
 Routine practice of 5s as part of their job
Knowledge and  Operations and processes relevant to own job
Attitudes  Basic principle of quality assurance system and its elements
 Quality procedures and continuous improvement (kaizen)
 Meaning and application of 5s steps to own job and work area
 Principles of efficient workplace organization
 Purposes of 5s
 Methods of making/recommending improvements
Underpinning Skills Demonstrates skills to:
 Communicating with others to clarify issues during 5S
implementation, communicate results and contribute suggestions
for improvement
 Visualizing operations in terms of flow and contribution to
customer outcomes
 Planning own tasks in implementation of 5S
 Implementing 5S in own work area according to instructions
 Identifying waste (muda)
 Organizing, prioritizing activities and items
 Reading and interpreting documents describing procedures
 Recording activities and results against templates and other
prescribed formats
 Working with others
 Solving problems
Resources Access may be required to:
Implication  Workplace procedures and plans relevant to work area
 Specifications and documentation relating to planned, currently
being implemented, or implemented changes to work processes and
procedures relevant to the candidate
 Documentation and information in relation to production, waste,
overheads and hazard control/management
 Reports from supervisors/managers
 Case studies and scenarios to assess responses to contingencies
Methods of A holistic approach should be taken to the assessment.
Assessment Competence in this unit may be assessed by using a combination of the
following to generate evidence:
 Demonstration in the workplace

 Workplace projects
 Suitable simulation
 Case studies/scenarios (particularly for assessment of
contingencies, improvement scenarios, and so on)
 Targeted questioning
In all cases it is expected that practical assessment will be combined
with targeted questioning to assess underpinning knowledge.
Assessment place setting. Assessment of performance must be undertaken in a
workplace using or implementing 5S as competitive systems and
practices.

NTQF Level IIl

Occupational Standard: Marketing and Sales Management Level III
Unit Title Deliver and Monitor a Service to Customers
required to identify customer needs and monitor service provided to
customers according to the company procedure trade policy.

1. Identify customer 1.1 Appropriate interpersonal skills are used to accurately identified
needs and clarified customer needs and expectations.
1.2 Customer needs are assessed for urgency to determine priorities
for service delivery in accordance with organizational
requirements.
1.3 Effective communication is used to inform customers about
available choices for meeting their needs and selection of
preferred options are assisted.
1.4 Limitations are identified in addressing customers’ needs and
appropriate assistance from designated individuals is sought.
2. Deliver a service 2.1 Prompt service is provided to customers to meet identified needs
to customers in accordance with organizational requirements.
2.2 Appropriate rapport is established and maintained with customers
to ensure completion of quality service delivery.
2.3 Customer complaints are sensitively and courteously handled in
accordance with organizational requirements.
2.4 Assistance or respond are provided to customers with specific
needs in accordance with organizational requirements.
2.5 Available opportunities are identified and used to promote and
services and products are enhanced to customers.
3. Monitor and report 3.1 Customer satisfaction with service delivery is regularly reviewed
on service delivery using verifiable evidence in accordance with organizational
requirements.
3.2 Opportunities are identified to enhance the quality of services and
products, and pursued within organizational requirements.
3.3 Procedural aspects of service delivery are monitored for
effectiveness and suitability to customer requirements.
3.4 Customer feedback is regularly sought and used to improve the
provision of products and services.
3.5 Evidence of customer satisfaction in decisions is incorporated to
modified products or services, ensuring they are within
organizational requirements.
3.6 Ensure reports are cleared, detailed and contained
recommendations focused on critical aspects of service delivery.
Variable Range
interpersonal skills  Listening actively to what the customer is communicating
 Providing an opportunity for the customer to confirm their request
 Questioning to clarify and confirm customer needs
 Seeking feedback from the customer to confirm understanding of
needs
 Summarizing and paraphrasing to check understanding of customer
message
 Using appropriate body language
 Corporate customers
 Individual members of the organization
 Individual members of the public
 Internal or external
 Other agencies
Customer needs May include but not limited to:
and expectations  Accuracy of information
 Advice or general information
 Complaints
 Fairness/politeness
 Further information
 Making an appointment
 Prices/value
 Purchasing organization’s products and services
 Returning organization’s products and services
 Specific information
requirements  Access and equity principles and practice
 Anti-discrimination and related policy
 Defined resource parameters
 Goals, objectives, plans, systems and processes
 Legal and organizational policies, guidelines and requirements
 Ohs policies, procedures and programs
 Payment and delivery options
 Pricing and discount improvement processes and standards
 Replacement and refund policy and procedures
 Who is responsible for products or services
Effective May include but not limited to:
communication  Giving customers full attention
 Maintaining eye contact, except where eye contact may be
culturally inappropriate
 Speaking clearly and concisely
 Using active listening techniques
 Using appropriate language and tone of voice
 Using clear written information/communication
 Using non-verbal communication e.g. Body language, personal
presentation (for face-to-face interactions)
 Using open and/or closed questions
Designated May include but not limited to:
individuals  Colleagues
 Customers
 Line management
 Supervisor
Customer May include but not limited to:
complaints  Administrative errors such as incorrect invoices or prices
 Customer satisfaction with service quality
 Damaged goods or goods not delivered
 Delivery errors
 Product not deliver on time
 Service errors
 Warehouse or store room errors such as incorrect product delivered
Specific needs of May include but not limited to:
customers  Age
 Beliefs/values
 Culture
 Disability
 Gender
 Language
 Religious/spiritual observance
Verifiable evidence May include but not limited to:
 Customer satisfaction questionnaires
 Audit documentation and reports
 Quality assurance data
 Returned goods
 Lapsed customers
 Service calls
 Complaints
Opportunities to May include but not limited to:
promote and  Extending time lines
enhance services  Packaging procedures
and products  Procedures for delivery of good
 Return policy
 System for recording complaints
 Updating customer service charter
Evidence Guide
Competence  Identifying needs and priorities of customers
 Distinguishing between different levels of customer satisfaction
 Treating customers with courtesy and respect
 Responding to and reporting on, customer feedback
 Knowledge of organizational policy and procedures for customer
service

Attitudes government that may affect aspects of business operation, such as:
 privacy laws
 financial legislation
 organizational policy and procedures for customer service
including handling customer complaints
 service standards and best practice models
 public relations and product promotion
 techniques for dealing with customers, including customers with
specific needs
 Literacy skills to read and understand a variety of texts; to prepare
general information and papers according to target audience; and to
edit and proofread texts to ensure clarity of meaning and accuracy
of grammar and punctuation
 Technology skills to select and use technology appropriate to a task
 Communication skills to monitor and advise on customer service
strategies
 Problem-solving skills to deal with customer enquiries or
complaints
 Comply with policies and procedures
 Consistently evaluate and monitor own performance
 Seek learning opportunities
Resources Access is required to real or appropriately simulated situations, including
Implication work areas, materials and equipment, and to information on workplace

Unit Title Plan and Implement sales
required to sell products and services in a marketing environment. It
involves the use of sales techniques and encompasses key selling skills,
basic level of product knowledge and the recognition and demonstration
of verbal and non-verbal communication skills to determine customer
requirements, sell the benefits of products and services, overcome
objections and close sales.

1. Plan sales 1.1 Plan and schedule sales activities for existing and potential
activities. customers according to marketing plan or other
organisation systems.
1.2 Identify, analyse and incorporate appropriate organisation,
customer and market information into the sales
planning process.
1.3 Proactively source prospects and create profiles
accordingly.
1.4 Estimate potential revenue, based on sound analysis of information
and in consultation with appropriate
colleagues.
1.5 Plan activities to maximise opportunities to meet
individual and team targets.
1.6 Establish practical sales call patterns based on analysis
of all relevant customer and market information.
2. Develop and apply 2.1 Product knowledge is developed by accessing relevant sources of
product information and confirmed with relevant staff.
knowledge. 2.2 Knowledge of the use and application of relevant products and
services is applied in interactions with customers according to store
policy and legislative requirements.
2.3 Gaps are identified in product knowledge and resolved by accessing
relevant sources of information.
3. Approach 3.1. Customers are identified by name where possible.
customer. 3.2. Knowledge of customer buying behavior is developed by
accessing relevant sources of information.
3.3. Appropriate timing of customer approach is determined and
applied according to store policy and customer behavior.
3.4. Customer contact is initiated according to store policy.
3.5. A positive impression is conveyed to encourage customer interest
4. Gather and 4.1 Questioning techniques and listening skills are applied to determine
respond to customer buying motives and requirements.
information. 4.2 Nonverbal communication cues are interpreted and clarified.
4.3 Customer is directed to specific merchandise according to customer
requirements and store policy.
5. Sell benefits. 5.1 Customer needs are matched to appropriate products and services.
5.2 Knowledge of product features and benefits is communicated clearly
to customers.
5.3 Product use and safety requirements are described to customers.
5.4 Customers are referred to appropriate product specialist as required.
5.5 Routine customer questions are answered about merchandise
accurately and honestly or refer to senior sales staff.
6. Overcome 6.1 Customer objections are identified and acknowledged according to
objections. store policy and categorized into price, time and merchandise
characteristics and consider solutions.
6.2 Solutions are offered to customer objections according to store
policy.
6.3 Problem solving is applied within personal scope of responsibilities
to overcome customer objections or refer to senior staff.
7. Close sale. 7.1 Customer buying signals are monitored, identified and responded
appropriately.
7.2 Customer is encouraged to make purchase decisions.
7.3 Appropriate method of closing sale is selected and applied.
8. Maximize sales 8.1 Opportunities are recognized and applied for making additional
opportunities. sales according to store policy.
8.2 Customer is advised of complementary products or services
according to customers identified need.
8.3 Personal sales outcomes are reviewed and strategies are considered
to maximize future sales in consultation with relevant staff.
Variable Range
Product knowledge May include but not limited to:
 Features and benefits
 Handling and storage requirements
 Price
 Safety features
 Stock availability
 Use-by dates
 Warranties
Relevant sources of May include but not limited to:
information  Demonstrations
 Internet
 Labels
 Product profiles
 Staff members
 Store or supplier product manuals
 Store tours
 Videos

Legislative May include but not limited to:
requirements  Industry codes of practice
 Liquor laws
 Lottery legislation
 Work health and safety (whs)
 Sale of second-hand goods
 Tobacco laws
 Trading hours
 Transport, storage and handling of goods
 Customers with routine or special requests
 Internal and external contacts
 New or repeat contacts
 People from a range of social, cultural and ethnic backgrounds
 People with varying physical and mental abilities
Routine customer May include but not limited to:
questions  Availability
 Features and benefits
 Price and price reductions
 Quality
Problem solving May include but not limited to:
 Resource implications
 Store policies and procedures
Sales transactions May include but not limited to:
 Face-to-face
 Online
 Over the telephone
Evidence Guide
Competence  Applies product knowledge and uses appropriate sales approach to
sell the benefits of products and services, overcome objections and
close sales
 Uses questioning, listening and observation skills to determine
customer requirements
 Applies store policies and procedures in regard to selling products
and services
 Maximises sales opportunities according to store policies and
procedures
 Applies industry codes of practice, relevant legislation and statutory
requirements in regard to selling products and services
 Evaluates personal sales performance to maximise future sales
Knowledge and  Customer types and needs, including:
Attitudes  Customer behavior and cues
 Customer buying motives
 Demographics, lifestyle and income
 Individual and cultural differences
 Types of customer needs, such as: Functional
 Psychological
 Relevant industry codes of practice, legislation and statutory
requirements relating to the sale of products and services
 Selling techniques, including:
 Add-ons and complementary sales
 Closing techniques
 Opening techniques
 Overcoming customer objections
 Recognizing buying signals
 Using strategies to focus customer on specific merchandise
 Specific product knowledge for area or section
 Store merchandise and service range
 Store policies and procedures in regard to:
 Allocated duties and responsibilities
 Selling products and services and sales performance
 Communication and interpersonal skills to:
 Handle difficult customers
 Verbal and non-verbal communication skills to:
 Question, listen and observe
 Overcome objections and close sale
 Literacy and numeracy skills to:
 Handle payments for goods
 Read store policies and procedures
 Record information
 Weigh and measure goods
 Selling skills to use a range of selling techniques
Resources Implication Access is required to real or appropriately simulated situations, including
work areas, materials and equipment, and to information on workplace
Assessment Methods Competence may be assessed through:
 Interview / Written Test / Oral Questioning
 Observation / Demonstration
Context of Assessment Competence may be assessed in the work place or in a simulated work place
setting

Unit Title Coordinate Sales Performance
Unit Descriptor This unit describes the performance outcomes, skills and knowledge required
to implement and monitor adherence to sales policies and procedures, and
monitor the achievement of sales targets and performance.

1. Implement sales 1.1 Adherence is implemented and monitored to store policy and
policies and procedures and relevant legislation in regard to selling.
procedures. 1.2 Store policy and procedures are implemented and monitored in regard
to sales transactions.
1.3 Team is monitored to ensure information is entered into point-of-sale
equipment accurately.
1.4 Team is monitored to ensure the efficient and safe handling of goods
through point-of-sale areas.
1.5 1.5. Team is monitored to ensure that products and services are
matched to customer needs.
2. Provide feedback 2.1 Individual information and coach sales team members are provided in
and coaching to store policy and procedures and relevant legislation in regard to
improve selling.
implementation of 2.2 2.2 Individual information and coach sales team members are
sales policies and provided on the implementation of store policy and procedures in
procedures. regard to sales transactions.
2.3 2.3. Support is provided to team members to promote sales and
service techniques.
3. Monitor 3.1 Individual and department sales targets are monitored and recorded
achievement of according to store policy.
sales targets. 3.2 Store sales results are monitored and recorded in line with sales
targets and according to store policy.
3.3 Feedback is provided to management and staff on sales performance
in relation to sales targets and planning.
Variable Range
procedures  Allocated duties and responsibilities
 Efficient use of resources
 Internal and external customer contact
 Reporting
 Sales transactions
 Selling products and services
Relevant legislation May include but not limited to:
 Environmental and sustainability legislation
 Industry codes of practice
 Liquor laws
 Lottery legislation
 Whs
 Pricing procedures
 Sale of second-hand goods
 Tobacco laws
Selling May include but not limited to:
 Face-to-face
 Internet
 Telephone
Sales transactions May include but not limited to:
 Cash
 Cheque
 Credit card
 Gift voucher
 Store card
Team May include but not limited to:
 Full-time, part-time, casual or contract staff
 People from a range of cultural, social and ethnic
 People with varying degrees of language and literacy
Handling techniques May include but not limited to:
 Whs
 Stock characteristics
 Internal or external contacts
 People with varying physical and mental abilities
Feedback to May include but not limited to:
management and staff  Business documents
 Email
 Financial reports
 Informal meetings
 Presentations
 Records of store sales
 Reports
Evidence Guide
Competence  Applies store policies and procedures and industry codes of practice
in regard to customer service and selling products and services
 Implements and monitors store policies and procedures in relation to
sales transactions, including non-cash sales and variations to standard
sales transactions
 Provides information and coaching to sales team members to improve
sales policy implementation
 Monitors and provides feedback to management and staff on sales
performance in relation to sales targets and planning
Knowledge and  Customer profiles
Attitudes  Factors that enhance sales performance
 Location of store departments and importance of sales to store
performance
 Pricing procedures
 Principles and techniques of interpersonal communication
 Relevant industry codes of practice
 Relevant legislation and statutory requirements, including:
 Work health and safety (WHS) requirements
 Sustainability requirements
 Stock control procedures
 Store and department sales targets
 Store merchandise and services
 Store policies and procedures in regard to:
 Allocated duties and responsibilities
 Efficient use of resources
 Internal and external customer contact
 Selling products and services
 communication and interpersonal skills to:
 ask questions to identify and confirm requirements
 give instructions
 provide feedback, coaching and performance analysis through
clear and direct communication
 share information
 literacy and numeracy skills to:
 analyze store, department and individual sales figures
 process and record information
 read store policy and procedures

Unit Title Handle Mail and Use Business Technologies
required to receive and distribute incoming mail, to collect, dispatch
outgoing mail, organize and apply workplace information in the context
of an organization’s work processes and knowledge management
systems through using business technologies.

1. Clarify procedures
1.1 Organizational information relating to the use of technologies is
for customer
identified and reviewed for communicating with customers.
contact using
1.2 Personal responsibility and limitations are identified in relation to
technologies.
communication with customers using technologies.
1.3 Protocols are identified for collecting customer data to
communication is facilitated using technologies.
1.4 Protocols are identified for nature and frequency of customer
contact using different types of technologies.
2. Operate 2.1 Procedures are identified for operation of technologies and
technologies. associated applications.
2.2 Operation of technologies and associated applications is tested and
protocols are applied in line with nature of customer contact.
2.3 Feedback is obtained and applied from relevant staff on operation
of technologies.
3. Receive and 3.1. Ensure that incoming mail is checked and registered in
distribute accordance with organisational policies and procedures
incoming mail
3.2. Titles and locations of company personnel and departments are
identified
3.3. Urgent and confidential mail is identified and distributed in
accordance with organisational requirements
3.4. Mail is sorted and despatched to nominated person/location in
3.5. Damaged, suspicious or missing items are recorded and/or
reported and appropriate action is taken in accordance with
organisational policies and procedures
4. Collect and 4.1 Outgoing mail is collected, checked and sorted to ensure all items
dispatch outgoing are correctly prepared for despatch in accordance with
mail organisational policies and procedures
4.2 Outgoing mail for despatch is recorded and processed in
4.3 Mail is despatched to meet designated time lines
5. Organise urgent 3.6. Delivery options are evaluated and best option is selected
and same day
deliveries 3.7. Items are prepared for urgent delivery in accordance with
organisational requirements and carrier specifications
3.8. Lodgement or pick up of emergency deliveries and follow-up are
organised if necessary
Variable Range
Organisational May Include But Not Limited To:
information  mission, values and goals of business
 product and service details
 workplace procedures
Technologies May Include But Not Limited To:
 mobile phone technologies and programs
 web technologies and programs
 wireless technologies and programs
Customer data may May Include But Not Limited To:
include:  name
 address
 mobile phone number
 email address
 social networking contact details
Checking mail May Include but Not Limited To:
 enclosures
 mail marked confidential, urgent or personal
 mail sent express post or registered
 mail that has been damage
 mail that looks suspicious
Registering mail May include but not limited to:
 assigning file number
 addressee
 condition of mail item (e.g., damaged, no return address)
 contents e.g. cheque
 date received
 sender
 subject
Urgent and May include but not limited to:
confidential mail  immediate, hand delivery, express post, registered
 separating and prioritising urgent mail
Sorting mail May include but not limited to:
 Adding a circulation slip
 Separating by order of importance for each individual
 Separating internal (organizational) mail and external mail
 Separating junk mail
 Separating urgent mail to be distributed first
 Sorting by departments
 Sorting by location
 Sorting by seniority of personnel
 Sorting invoices, cheques and accounts
Nominated May include but not limited to:
person/location  Administrative support person
 Department
 Individual addressee
Damaged, suspicious May include but not limited to:
or missing items  Mail exposed to weather (e.g. Water damage from rain)
 Mail roughly handled (e.g. Broken contents, torn address labels)
 Mail that looks like it has been interfered with (re-sealed mail)
 Mail that looks unusual
 Mail that makes noises
 Mail that smells strange
 Pilfered mail (contents may be missing, parcels slit open)
Appropriate action in May include but not limited to:
relation to damaged,  Immediately calling supervisor or security staff
missing or suspicious  Contacting sender to ensure everything sent was received
items  Filling out forms for sender's insurance company
 Negotiating replacement of missing or damaged items with sender
 Not touching or moving suspicious mail
Correctly preparing May include but not limited to:
items for despatch  Checking enclosures
 Checking letter and envelope are addressed to same person
 Checking the address is not obscured
 Checking letter has been signed
 Checking return address is included
 Checking address details and layout are correct
 Determining most appropriate carrier
 Ensuring correct requirements for chosen carrier are being followed
 Preparing bulk mail outs
Recording outgoing May include but not limited to:
mail  Electronic (specialist software, database, spreadsheet systems)
 Paper-based (mail book, form, file)
Processing mail for May include but not limited to:
despatch  Calculating and paying for postage
 Dx mail
 Registering mail
Processing in May include but not limited to:
accordance with  Addressee/organization
organizational  Appropriate carrier (courier, normal mail, express post)
requirements  Date of despatch
 Receipts attached where appropriate
 Reference number
 Sender
 Sender's department
Delivery options May include but not limited to:
 Courier
 Express mail
 Overnight bag
Best option May include bit not limited to:
 Cost
 Delivery location
 Nature of contents (bulky, fragile, confidential)

 Quantity of delivery items
 Time constraints
Evidence Guide
competency  Providing accurate information for defined purposes
 Systematic maintenance and handling of data and documents
 Using basic clerical support technology to manage information
 Knowledge of relevant legislation
Knowledge and  Key provisions of relevant legislation from all forms of government
Attitudes that may affect aspects of Basic Clerical Support operations, such
as:
 Ethical principles
 Codes of practice
 Privacy laws
 Methods for checking validity of information and its sources
 Organisational recordkeeping/filing systems, security procedures
and safe recording practices
 Policies and procedures relating to distribution of workplace
information, and legal and ethical obligations
 Analytical skills to classify and report information
 Problem-solving skills to deal with information which is
contradictory, ambiguous, inconsistent or inadequate
 Technology skills to display information in a format suitable to the
target audience
 Interview / Written Test

Unit Title Apply Point of Sales Procedures
required to operate point-of-sale equipment, apply store policy and
procedures to a range of transactions, interact with customers and
package or wrap an item for transportation.

1. Operate point-of- 1.1 Point-of-sale terminal is opened and closed according to store
sale equipment. policy and procedures.
1.2 Point-of-sale terminal and transfer tender are cleared according to
store procedure.
1.3 Cash is handled according to store security procedures.
1.4 Supplies of change are maintained in point-of-sale terminal
1.5 Active point-of-sale terminals are attended according to store
policy.
1.6 Records are completed for transaction errors according to store
policy.
1.7 Adequate supplies of dockets, vouchers and point-of-sale
documents are maintained.
1.8 Customers are informed of delays in the point-of-sale operation
where required.
2. Ensure accuracy 2.1 Numerical calculations are identified and performed to ensure
of transactions. accurate pricing and collection of money.
2.2 Numerical information is collected from various sources and
calculated accurately with or without the use of a calculator.
3. Perform point-of- 3.1 Point-of-sale transactions are completed according to store policy.
sale transactions. 3.2 Store procedures are identified and applied in respect of cash and
non-cash transactions.
3.3 Store procedures are identified and applied in regard to exchanges
and returns.
3.4 Goods are moved through point-of-sale area efficiently and with
attention to fragility and packaging.
3.5 Information is entered into point-of-sale equipment.
3.6 Price or total and amount of cash received are stated verbally to
customer.
3.7 Correct change is tendered.
4. Complete sales. 4.1 Customer order forms, invoices and receipts are completed and any
loyalty card transactions processed.
4.2 Customer delivery requirements are identified and processed
according to set timeframes.
4.3 Sales transactions or direct customers are processed to point-of-sale
terminals according to store policy without undue delay.
4.4 . Customer is acknowledged and thanked in line with store policy
and procedures.
5. Wrap and pack 5.1 Adequate supplies of wrapping and packaging materials are
goods. maintained and requested.
5.2 Appropriate wrapping or packaging material is selected.
5.3 Merchandise is wrapped neatly and effectively where required.
5.4 Items are packed safely to avoid damage in transit, and attach labels
where required.
5.5 Transfer of merchandise is arranged for parcel pick up or other
delivery methods if required.
Variable Range

Store policy and May Include But Not Limited To:
procedures  cash handling
 financial transactions
 handling techniques of stock
 operation of point-of-sale equipment
 sales transactions
 security
Point-of-sale May Include But Not Limited to:
documents  credit slips
 message pads
 order forms
 product return slips
 promotional materials
Customers May Include But Not Limited to:
 customers with routine or special requests
 internal and external contacts
 new or repeat contacts
 people from a range of social, cultural and ethnic backgrounds
 people with varying physical and mental abilities
Numerical May Include But Not Limited to:
calculations  addition and subtraction
 calculations of cash amounts and change
 calculations of discount amounts
 estimation of quantities
 measurement
 multiplication and division
 percentages
transactions  cheques
 credit cards and store cards
 exchanges
 gift vouchers
 returns
 smart cards
 travellers cheques
equipment  cash drawer
 cash register
 electronic scales
 numerical display board
 scanner
 security tagging
Wrapping and May Include But Not Limited to:
packaging materials  adhesive tape
 bags
 boxes
 bubble wrap
 gift wrapping
 paper
 ribbon
 string
Delivery methods May Include But Not Limited to:
 courier
 domestic or international delivery
 freight
 parcel pick-up
 post or express post
Evidence Guide
Competence  operates point-of-sale equipment according to manufacturer
instructions and store policy and procedures
 applies store policy and procedures in regard to cash handling and
point-of-sale transactions
 interprets, calculates and records numerical information
accurately
 processes sales transaction information responsibly and
accurately according to store policy and procedures
 applies store policy and procedures in regard to the handling,
packing, wrapping and delivery of goods or merchandise
Knowledge and  cash and non-cash handling procedures, including:
Attitudes  balancing point-of-sale equipment
 calculating non-cash documents
 change required, denominations of change and tendering change
 clearance of terminal and transference of tender
 counting cash
 maintenance of cash float
 opening and closing point-of-sale terminal
 recording takings
 security of cash and non-cash transactions
 functions and procedures for operating point-of-sale equipment,
including:
 electronic scales
 numerical display board
 registers
 merchandise handling techniques, including wrapping and
packaging techniques
 range of services provided by the store
 relevant legislation and statutory requirements, including:
 industry codes of practice
 work health and safety (WHS)
 scanners
 store policy and procedures in relation to:
 allocated duties and responsibilities
 bag checking
 customer service

 exchanges and returns
 handling, packing and wrapping goods or merchandise
 point-of-sale transactions
 stock availability
 communication and interpersonal skills to:
 ask questions to identify and confirm requirements
 inform customers of delays
 listen actively
 request adequate supplies of wrapping material or bags through
clear and direct communication
 share information
 state price or total and amount of cash received
 self-management skills to:
 deal with different types of transactions
 follow set routines and procedures
 document sales and delivery information
 render change
 undertake work functions, including addition, division,
multiplication, percentages and subtraction

Occupational Standard: Marketing and Sales Management III
Unit Title Maintain Business Relationship
Unit Descriptor This unit covers the knowledge, skills and attitudes required to create
business relationship with all business stakeholders in creating strong
and smooth relationship in future business dealings and use reports and
queries, for the storage and retrieval of business information.

1. Maintain close 1.1 Relevant contact personnel are confirmed for each business or
contact with account customer.
business 1.2 Team efforts are participated and contributed to service business
customers. customers.
1.3 External relationships are built to improve supply chain efficiency.
1.4 Business customer contact is maintained consistent with business
policy and procedures.
2. Identify business 2.1 Means are confirmed to identify business customer needs.
customer needs. 2.2 Relevant customer contacts are consulted to review business needs.
2.3 Current business and promotional activities are analyzed and future
directions are determined.
2.4 Trading terms are outlined and confirmed for specific customers.
2.5 Pricing policy and procedures are confirmed.
2.6 Business reviews are processed using latest forecasts of current and
future trends.
3. Improve business 3.1 The needs of business customers and end consumers are reported,
customer promoted and advocated within the organization.
outcomes and 3.2 Quality assurance and compliance procedures are established and
business used to qualify and quantify business customer needs.
relationships. 3.3 Judgment is used to guide the standards of quality required to meet
business customer service needs and expectations.
3.4 Future business customer needs and factor are anticipated into
management activities.
3.5 Regular, effective and targeted feedback are provided to business
customers regarding the services and the value that is provided.
Variable Range
Relevant contact May Include But Not Limited To:
personnel  internal and external contacts
 people from a range of social, cultural and ethnic backgrounds
Team members May Include But Not Limited to:
 full-time, part-time, casual or contract staff
 people from a range of cultural, social and ethnic backgrounds
 people with a range of responsibilities and job descriptions
 people with varying degrees of language and literacy

Supply chain May Include But Not Limited to:
efficiency may be  account management
influenced by factors,  effectiveness and timeliness of product or service supply
 efficacy of supply arrangements and distribution systems
 product management
 quality, accuracy and timeliness of information provision and
communications
Business policy and May Include But Not Limited to:
procedures  client relationship management
 interaction with customers
 pricing arrangements
 sale and distribution of products and services
 trading terms
Methods to identify May Include But Not Limited to:
business customer  appropriate questioning and active listening
needs  observation
 review of sales records
 verbal or non-verbal communication with:
 customer contacts
 staff
 supervisors and management
 suppliers
Promotional activities May Include But Not Limited to:
 advertising
 catalogues
 corporate or locally-based activities
 dealing with advertising agencies and consultants
 internal and external activities
 internet
 newspapers
 posters
 radio or television
 suppliers
 website
Trading terms May Include But Not Limited to:
 continuous improvement
 due diligence requirements
 infrastructure and capital outlay requirements
 intellectual property and technology rights
 market position
 organisational systems integration and compatibility
 planning cycles and timing
 risk sharing
 supply chain management
 terms and conditions agreed
 value for money
Evidence Guide
Competence  builds sustainable relationships with business customers that
deliver agreed business outcomes
 identifies key contact personnel for businesses with a given
territory or customer account
 describes and uses a range of means to identify specific needs of
business customers
 confirms trading terms for customers according to business
policy and procedures
Knowledge and  business policy and procedures for building relationships with
Attitudes business customers
 information sources on product and supply arrangements for
customers
 relevant legislation and statutory requirements, including work
health and safety (WHS)
 pricing policies
 trading terms
 communication and interpersonal skills to facilitate:
 building relationships with business customers
 dispute resolution
 negotiation
 presentation
 literacy skills to read, analyse and interpret a range of business
policy and procedures, documents and research information
 planning and organising skills to:
 collect and organize information
 prioritize work schedule
 process business forecasts for implementation
 review business needs and basic forecasts
 problem-solving skills to anticipate future business customer
needs
 demonstrate flexibility when communicating within teams and
responding to customers
 identify and maintain key contact personnel at customer
businesses
 teamwork skills to contribute to team service to specific
customers
 technology skills to use technology effectively
place setting
Unit Title Produce Market and Sales Documents
required to design and produce various business documents and
publications. It includes selecting and using a range of functions on a
variety of computer applications to produce market and sales
achievements.

1. Select and prepare 1.1 Appropriate technology and software applications are selected and
documents used to produce required business documents.
1.2 Layout and style of publication are selected according to
information and organizational requirements.
1.3 Document design is ensured to be consistent with company and/or
client requirements using basic design principles.
1.4 Format and style are discussed and clarified with person requesting
document/publication
2. Design document 2.1 Files and records are identified, opened and clarified according to
task and organizational requirements.
2.2 Document is designed to ensure efficient entry of information and
maximize the presentation and appearance of information.
2.3 A range of functions are used to ensure consistency of design and
layout.
2.4 Input devices are operated within designated requirements.
3. Produce document 3.1 Document production is completed within designated time lines
according to organizational requirements.
3.2 Document produced is checked to meet task requirements for style
and layout.
3.3 Document is stored appropriately and document saved to avoid
loss of data.
3.4 Manuals, training booklets and/or help-desks are used to overcome
basic difficulties with document design and production.
4. Finalize document 4.1 Document is proofread for readability, accuracy and consistency in
language, style and layout prior to final output.
4.2 Any modifications are made to meet requirements.
4.3 Document is named and stored in accordance with organizational
requirements and the application exited without data/loss damage.
4.4 Document is printed and presented according to requirements.
Variable Range
 Computers
 Photocopiers
 Printers
 Scanners
Software May include but not limited to:
 Accounting packages
 Database packages
 Presentation packages
 Spreadsheet packages
 Word processing packages
Business documents May include but not limited to:
 Accounts statements
 Client databases
 Newsletters
 Project reviews
 Proposals
 Reports
 Web pages
Organisational May include but not limited to:
requirements  Budgets
 Correctly identifying and opening files
 Legal and organisational policies, guidelines and requirements
 Locating data
 Log-on procedures
 Manufacturers' guidelines
 Occupational health and safety policies, procedures and programs
 Saving and closing files
 Security
 Storing data
Functions May include but not limited to:
 Alternating headers and footers
 Editing
 Merging documents
 Spell checking
 Table formatting
 Using columns
 Using styles
Input devices May include but not limited to:
 Keyboard
 Mouse
 Numerical key pad
 Scanner
Naming May include but not limited to:
 Appropriate file type
 Authorised access
 File names according to organisational procedure e.g. Numbers
rather than names
 File names which are easily identifiable in relation to the content
 File/directory names which identify the operator, author, section,
date etc.
 Filing locations
 Organisational policy for backing up files
 Organisational policy for filing hard copies of documents
 Security
Storing May include but not limited to:
 Storage in directories and sub-directories
 Storage on CD-roms, disk drives or back-up systems
 Storing/filing hard copies of computer generated documents
 Storing/filing hard copies of incoming and outgoing facsimiles
 Storing/filing incoming and outgoing correspondence
Evidence Guide
Critical Aspects of Demonstrates skills and knowledge competencies to:
Competence  Designing and producing a minimum of 3 completed business
documents, using at least 2 software applications in the production
of each document
 Using appropriate data storage options
 Knowledge of the functions and features of contemporary computer
applications.
Knowledge and  Appropriate technology for production requirements
Attitudes  Functions and features of contemporary computer applications
 Organisational policies, plans and procedures
 Organisational requirements for document design e.g. Style guide.
Underpinning Skills Demonstrate skills to:
 Complete a range of formatting and layout tasks
 Read and understand a variety of texts; to prepare general
information and papers according to target audience; and to edit
and proofread documents to ensure clarity of meaning and
conformity to organisational requirements
 To access and retrieve data
 To determine document design and production processes

Unit Title Profile Market
required to profile a target market or market segments in accordance
with a marketing plan and to develop market positioning strategies to
better meet customer requirements.

1. Segment the 1.1 Criteria is identified for use in segmenting the market in
market accordance with the marketing plan
1.2 Sources of information for segmenting and profiling markets are
identified and accessed in accordance with the marketing plan
1.3 The market is segmented in accordance with identified criteria
1.4 Market segments are reviewed for their usefulness in terms of
factors such as their size, potential, distinctive needs, easy
identification of members or distinctive media use patterns
1.5 Market segments are selected to meet marketing objectives, and
new segmentation criteria is chosen and applied if required
2. Identify the target 2.1 Approaches are evaluated to determining and describing the total
market market for a product or service
2.2 The target market is defined in terms of the consumers to be
included as prospective users of a product or service, and the
selected market segments
2.3 Segment descriptors are used to describe the target market
2.4 Available strategic marketing options are identified and targeting
strategies that best meet the requirements of the marketing plan are
selected
3. Profile the target 3.1 The total market and selected market segments are described in the
audience form of a consumer profile
3.2 Consumer characteristics in standard statistical terms and/or the
descriptive terms used in media selection are identified in the
consumer profile
3.3 Demographic and/or psychographic descriptions are used in the
consumer profile in accordance with the requirements of the
marketing plan
3.4 Consumer attitudes are described to products or services being
offered
3.5 Profile is ensured to meet organizational requirements in terms of
language, format, content and level of detail
4. Develop a 4.1 Available positioning strategies are identified and a strategy is
positioning chosen to meet marketing requirements and consumer profile
strategy 4.2 A positioning implementation plan containing several options
written, in accordance with organizational requirements
4.3 Plan is permitted to supervisor within specified time lines and make
appropriate adjustments based on feedback
Variable Range

Criteria May include but not limited to:
 Attitude
 Average order value in units and Birr
 Desired benefits
 Business characteristics
 Consumer needs
 Demographics
 Geography
 Lifestyle
 Lifetime value in units, Birr and number of transactions
 Product or service usage
 Psychographics
 Frequency of response to direct marketing activities
 Social and cultural factors
Sources of May include but not limited to:
information for  Advertising sales representatives
segmenting and  Existing research data
profiling markets  Industry sources
 Media representatives
 Original a priori research (where the market segments are
assumed at the beginning and research is used to confirm them)
 Original response based research
 Owners or brokers of mail, email and phone lists
 Sales representatives
 Website operators
Usefulness in terms May include but not limited to:
of size  Segments which are large enough to justify the expense of
creating distinctive offers and creative executions
 Small segments which are viable if telephone and email are used
as communication media rather than other types of media
Potential May include but not limited to:
 High response of market segment members to test campaigns
 High response to previous campaigns by members of market
segments
Distinctive needs May include but not limited to:
 Specific price points
 Specific products or services
 Specific response vehicles such as:
 Store visiting only
 Website only response
 Specific timing of communications such as:
 Day of week
 Seasonality
 Time of day
Easy identification of May include but not limited to:
members  Flags such as:
 Postcode
 Date of last purchase
 Geographical location of segment members, such as:
 City
 Metropolitan region
 Regional center
 Rural region
 Spending habits such as:
 One-off purchasers
 Subscribers
Distinctive media use May include but not limited to:
patterns  Age
 Email use
 Ethnic language television, newspapers and radio
 Gender
 Internet use
 Mobile phone use
 Special interests
Selection of market May include but not limited to:
segments  Expected frequency of purchase
 Expected lifetime as customers
 Expected volume of purchase
 How efficiently segment members can be reached with targeted
communications?
 One or more segments
Approaches May include but not limited to:
 Describing total market in dollar or unit terms as gross sales of
all other products or services similar to those offered by the
organisation
 Describing total market in prospect terms as those most similar
to current customers
 Identifying consumers with relevant needs
 Identifying current users of a product or service
 Identifying people with related characteristics
Prospective users May include but not limited to:
 Market segment users most similar to current customers
Segment descriptors May include but not limited to:
 Demographic descriptions
 Geographic descriptions
 Historic descriptions such as:
 Volume of purchase
 Frequency of purchase
 Psychographic descriptions
Strategic marketing May include but not limited to:
options  Advertising strategies such as:
 Most cost effective creative executions
 Most cost effective media or media vehicle for each segment
 Most cost-effective media or media vehicle
 Distribution strategies such as:
 One-step
 Multi-step
 Innovative strategies
Targeting strategies May include but not limited to:
 Anniversary of first purchase
 Concentrated, differentiated and mass strategies
 De-duping prospect lists against customer lists
 Differentiation and segmentation
 Ease of entry
 Frequency of purchase
 Gender
 Geography of home or workplace
 Growth considerations
 Innovation
 Market share
 Media usage
 Niche markets
 Price sensitivity
 Purchasing power
 Sales volume
Standard statistical May include but not limited to:
terms  Categories used by the Central Statistics Agency in collecting and
reporting census data
 Media selection terms such as:
 Behavioristic
 Demographics
 Geo-demographic analysis of census data available from
proprietary research suppliers
 Geographic selections and segmentations
Demographic May include but not limited to:
descriptions  Age
 Date and place of birth
 Disability
 Education
 First language
 Gender
 Household income
 Languages spoken at home
 Marital status
 Nationality
Number and age of children
Occupation
Psychographic May include but not limited to:
descriptions  Activities
 Affiliations
 Attitudes
 Interests
 Lifestyle
 Opinions
 Political views
 Values
Positioning strategies May include but not limited to:
 Competitive positioning
 Conspicuous positioning
 Convenience of use
 Convenience to buy
 Image perceptions
 Market follower positions
 Market leader positions
 Me-Too positioning
 Prestige and exclusive positioning
 Pricing
 Quality
 Repositioning
 Service positioning
 Uniqueness
 Value positioning
Marketing May include but not limited to:
requirements  Business-to-business marketing
 Direct marketing
 Ideas marketing
 Marketing of goods
 Public sector marketing
 Services marketing
 Telemarketing
Evidence Guide
Competence  Developing a market positioning strategy that documents market
segmentation, consumer profiling, targeting and strategies relevant to
a product or service being offered to the marketplace
Knowledge and  Data collection and analysis techniques
Attitudes  Industry knowledge including:
 Components of the marketing mix
 Elements of marketing planning
 Marketing communications concepts and processes
 Organizational structures, roles, responsibilities, business and
marketing plans
 Product and service standards and best practice models
 Relevant legislation from all forms of government that may
affect aspects of business operation in addition to those listed
above, especially in relation to occupational health and safety,
environmental issues, equal opportunity, industrial relations and
anti-discrimination
 Statistical terms used by the Ethiopian Central Statistics Agency
Underpinning Skills Must demonstrate Skills:
 Creativity and innovation skills to select targeting and
positioning strategies that meet organisation's requirements
 Culturally appropriate communication skills to relate to people
from diverse backgrounds and people with diverse abilities
 Key provisions of relevant legislation from all forms of
government, codes of practice and national standards that may
affect aspects of business operations
 Literacy skills to prepare reports and to interpret internal and
external marketing information
 Research skills to identify and analyse market segments and
target markets

Unit Title Analyze and Achieve Sales Targets
required to set, analyse and achieve companies sales targets to guide
performance and monitor the progress of sales against business
standards and objectives.

1. Analyse sales 1.1 Team sales targets are confirmed according to business policy and
targets. procedures.
1.2 Personal sales targets are analysed against agreed parameters.
1.3 Progress is regularly monitored towards sales targets.
1.4 Performance of different customers and areas is analysed to
determine common factors supporting or deterring sales.
2. Determine factors 2.1 Factors affecting sales performance are evaluated against the
affecting agreed sales targets.
attainment of sales 2.2 Factors are anticipated and addressed likely to impinge upon
targets. attainment of sales targets.
2.3 Amended or new sales targets are approved according to business
3. Attain sales 3.1 Actions are initiated to address customers with under-performing
targets. sales, and report progress to senior management in line with
standard organisational policies and procedures.
3.2 Customers are identified with strong sales performance and actions
are initiated to extend sales opportunities and sustain customer
loyalty.
3.3 Changing business circumstances that may influence capacity are
identified to meet or exceed sales targets and determine a course of
action to address the challenge.
3.4 Sales progress is reported to senior management using standard
organisational policies and procedures.
Variable Range
Team May include but not limited to:
 business team
 full-time, part-time, casual or contract staff
 people from a range of cultural, social and ethnic backgrounds
 people with a range of responsibilities and job descriptions
 people with varying degrees of language and literacy
 small work teams
procedures  approval processes
 interaction with colleagues
 interaction with customers
 sale of products and services
 sales planning and evaluation

Agreed parameters May include but not limited to:
 customer accounts
 customer satisfaction
 market share
 price
 regional area
 trading terms
 volume
Factors affecting sales May include but not limited to:
performance  associated promotions
 associated sales
 competitor activities
 customer requirements
 logistics
 market share
 merchandise availability
 presentation or merchandising of the product
 promotional tie-ins or co-location
 quality of products or services
Sales targets May include but not limited to:
 merchandising and sales strategy
 product or service
 promotional strategies and their duration, cycle, area coverage and
product or service focus
 sales strategy
Initiating actions to May include but not limited to:
address customers  assessing the impact of competitor’s products and ability to offer
with under-performing better solution
sales  exiting unviable relationship with customer
 identifying reasons that may limit sales, including:
 product suitability
 quality of customer service
 viability of the product line to the customer’s business
 offering alternative products
Evidence Guide
Competence  a business-to-business sales work environment
 relevant documentation, such as:
 business policy and procedures
 business plans and objectives
 a range of customers with different requirements
Knowledge and  business plans and targets affecting personal sales targets
Attitudes  business policy and procedures
 customer needs
 factors affecting sales

parameters determining successful attainment of personal sales
targets
 range of products and services
 relevant business policy and procedures
 relevant legislation and statutory requirements relating to the retail
industry, including:
 work health and safety (WHS)
 commercial law and legislation
 regional characteristics and features
 types of business customers
 collecting, analysing and organising skills to:
 confirm and implement sales targets
 determine factors affecting sales performance
 establish personal sales targets against agreed parameters
 monitor progress towards sales targets
 document procedures for improving sales
 read and interpret information
 review personal sales outcomes
 planning and organising skills to plan personal tasks and priorities
 time management skills to initiate regular evaluation of sales
performance and adjust strategies and targets where required
place setting

Unit Title Conduct Pre-Campaign Testing
required to pilot an advertising campaign and to make adjustments that
will maximise the effectiveness of sales and advertisement campaign.

1. Plan for pre 1.1 Valid and reliable measurement tools are applied for testing aspects
campaign testing of the advertisement
1.2 Expected outcomes and targets are documented
1.3 The test group and timing of the pilot advertisement are selected in
accordance with the advertising brief
1.4 Media placement is negotiated in accordance with budgetary and
scheduling requirements
2. Pilot the 2.1 The advertisement is tested in accordance with the time and
advertisement financial requirements of the advertising brief and budgetary
requirements
2.2 Data collection is conducted in accordance with the requirements of
the evaluation tool/s and the advertising brief
3. Utilize pre 3.1 Test results are analyzed for their impact on the advertising
campaign test campaign
results 3.2 Changes are made to the advertisement or media schedule in
response to pre-test information, which meet the requirements of the
advertiser
3.3 Options are provided for changes to advertisements and presented to
the advertiser if required
3.4 Advertisements are amended, where necessary, so that they meet
legal and ethical requirements
Variable Range
Aspects of the May include but not limited to:
advertisement to be  appeal
tested  average cost per response
 convenience of reply documents for consumer, such as:
 paper stock
 size of form
 spacing of blank lines
 credibility
 cultural acceptability
 impact
 interest-arousing
 interpretation
 memorability
 message clarity
 most profitable size or length of advertisement
 product/brand identification
 production techniques
Legal and ethical  available nations’ codes of practice
requirements  cultural expectations and influences
 ethical principles
 legislation
 policies and guidelines
 regulations
 social responsibilities such as protection of children, environmental
issues
 societal expectations
Evidence Guide
Competence  demonstration of planning to test an advertising campaign
 pilot testing of an advertisement
 modifications made to an advertising campaign based on
information gained during the testing process for at least one
advertisement
Knowledge and  principles of advertising as it relates to the marketing mix
Attitudes  organizational advertising objectives and contents of the
advertising, creative and media briefs
 legal and ethical requirements for the advertising industry
 type of media available for advertisements
 identification and overview knowledge of key provisions of
relevant legislation from all levels of government that affects
business operations, codes of practice and national standards, such
as:
 consumer protection laws
 copyright legislation
 fair trading laws
 privacy laws
 techniques for evaluating advertising effectiveness
 communication skills to question, clarify and report on pre-
campaign testing activities and results
 literacy skills to interpret campaign evaluation requirements, and
legal and ethical requirements
 numeracy skills to analyse numerical and other data, and to draw
conclusions
 research skills to evaluate responses collected in testing
 teamwork skills to collect test data in conjunction with colleagues
 technology skills to use a wide range of software and equipment to
conduct pre-campaign testing
Assessment Methods Competency may be assessed through:

Unit Title Optimize Customer and Territory Coverage
required to efficiently plan and service business customers within a
defined territory and seeks opportunities to improve territory coverage
to maximize sales opportunities.

1. Establish coverage 1.1 Coverage plans are ensured that meet business performance
plan for a territory. objectives and service standards.
1.2 Territory coverage plans are set to ensure customer coverage in
a timely and effective manner.
2. Report on business 2.1 Business visits are completed according to territory plan.
visits.
2.2 Procedures for field team are established to collect and customer
information and feedback is reported.
2.3 Customer feedback information is analysed and acted upon
from a territory, or sent to relevant territory or management
personnel for action.
2.4 Required documentation is immediately prepared after each
business visit.
2.5 Documentation is collated from business visits and kept in a
secure location.
2.6 Documentation is prepared and submitted according to agreed
timeframe, format and level of detail.
3. Improve customer 3.1 Needs and expectations of business customers are determined.
or territory
coverage. 3.2 Current satisfaction levels are determined with service and
product.
3.3 Actions are initiated to improve business customer satisfaction
levels.
3.4 Opportunities are seized to optimize coverage of a territory.
3.5 Opportunities are seized to optimize coverage for a customer.
3.6 Opportunities are confirmed for merchandising improvements or
joint promotional activities with business customers and reported
to relevant supervisor.
Variable Range
Performance May include but not limited to:
objectives  market share
 positioning with local businesses
 price
 quality
 volume of sales
 presentation or merchandising of products or services
 customer retention
 shift in sales demographics
Territory coverage May include but not limited to:
plans  relevant business policy and procedures
 relevant legislation and statutory requirements
 types of products and services provided
 size, type and location of business
 business merchandise range
 characteristics of the specific products or services
 customer demographics
 customer confidence and expectations
Customer May include but not limited to:
 business customers or individuals
 external and internal contacts
 people from a range of social, cultural and ethnic backgrounds and
Territory May include but not limited to:
 size, type and location of stores
 demographic parameters
 territory size, location and geographic spread
 account customers
Customer information May include but not limited to:
 name and contact details
 transaction records
 needs and preferences
 details of items bought or returned
Feedback May include but not limited to:
 verbally
 in writing
 in groups
 individually
Customer feedback May include but not limited to:
information  competitor activities
 pricing
 satisfaction levels
 needs, preferences and requests
 product turnover
 recalls
 product problems
 display disputes
 end consumer complaints
Documentation May include but not limited to:
 shelf management
 missing tickets
 missing lines
Promotional activities May include but not limited to:
 manufacturer product or service campaigns
 loyalty programs
 seasonal campaigns
 events
 sales discounts
 special displays
 gift merchandise and promotional materials
 staff uniforms, badges, hats, etc.
 advertising materials
Evidence Guide
Critical Aspects of Must demonstrate knowledge and skills to:
Competence  Identify and describe business performance objectives and service
standards
 visit and communicate effectively with business customers to
capture accurate and relevant feedback for an assigned territory as
frequently as required
 prepare accurate and insightful reports on customer feedback and
business visits according to agreed timelines, format and level of
detail
 arrange joint promotional activities to enhance business customer
and end consumer satisfaction levels and attain sales targets
 identify and seize opportunities to improve territory coverage or
service efficiency
 complete all tasks in a satisfactory and timely manner, and in
consideration of sales and service standards and objectives.
Underpinning Must demonstrate knowledge on:
Knowledge and  territory characteristics and features
Attitudes  types of business customers
 range of products and services for each customer within a territory
 customer needs
 business policy and procedures for servicing customers
 competitor activity
 customer satisfaction levels
 relevant contact personnel in businesses
 merchandise and sales strategies within territory
 OHS aspects of job
 relevant commercial law and legislation.
 collect, analyse and organize information
 establish territory coverage plan
 research information on which to base improvement of territory
coverage
 determine customer needs accurately
 personal task and priority planning
 time management
 collect and report information and feedback
 read and interpret information
 document procedures for improving sales.
place setting.

Occupational Standard: Marketing and Sales Management III
Unit Title Prevent and Eliminate MUDA using problem Solving Tools
Unit Descriptor This unit covers the knowledge, skills and attitude required by a worker to
prevent and eliminate MUDA/wastes in his/her workplace by applying
scientific problem-solving techniques and tools to enhance quality,
productivity and other kaizen elements on continual basis. It covers
responsibility for the day-to-day operation of the work and ensures Kaizen
Elements are continuously improved and institutionalized.
Element Performance Criteria

1. Prepare for 1.1. Work instructions are used to determine job requirements, including
work. method, material and equipment.
1.2. Job specifications are read and interpreted following working
manual.
1.3. OHS requirements, including dust and fume collection, breathing
apparatus and eye and ear personal protection needs are observed
throughout the work.
1.4. Appropriate material is selected for work.
1.5. Safety equipment and tools are identified and checked for safe and
effective operation.
2. Identify 2.1 Plan of MUDA identification is prepared and implemented.
MUDA. 2.2 Causes and effects of MUDA are discussed.All possible problems
/Identify and related to the process /Kaizen elements are listed using statistical tools
select problem and techniques.
2.3 All possible problems related to kaizen elements are identified and
listed on Visual Management Board/Kaizen Board.
2.4 Tools and techniques are used to draw and analyze current situation of
the work place.
2.5 Wastes/MUDA are identified and measured based on relevant
procedures.
2.6 Identified and measured wastes are reported to relevant personnel.
3. Analyze causes 3.1 All possible causes of a problem are listed.
of a problem. 3.2 Cause relationships are analyzed using4M1E.
3.3 Causes of the problems are identified.
3.4 The root cause which is most directly related to the problem is
selected.
3.5 All possible ways are listed using creative idea generation to
eliminate the most critical root cause.
3.6 The suggested solutions are carefully tested and evaluated for potential
complications.
3.7 Detailed summaries of the action plan are prepared to implement the
suggested solution.
4. Eliminate 4.1. Plan of MUDA elimination is prepared and implemented.
MUDA and 4.2. Action plan is implemented by medium KPT members.
Assess 4.3. Necessary attitude and the ten basic principles for improvement are adopted
effectiveness to eliminate waste/MUDA.
of the solution. 4.4. Tools and techniques are used to eliminate wastes/MUDA based on the
procedures and OHS.
4.5. Wastes/MUDA are reduced and eliminated in accordance with OHS and
4.6. Tangible and intangible results are identified.
4.7. Tangible results are compared with targets using various types of diagrams.
4.8. Improvements gained by elimination of waste/MUDA are reported to
relevant bodies.
5. Prevent 5.1 Plan of MUDA prevention is prepared and implemented.
occurrence of 5.2 Standards required for machines, operations, defining normal and
wastes/MUDA. abnormal conditions, clerical procedures and procurement are
Standardize discussed and prepared.
and sustain 5.3 Occurrences of wastes/MUDA are prevented by using visual and
operation. auditory control methods.
5.4 Waste-free workplace is created using 5W and 1Hsheet.
5.5 The completion of required operation is done in accordance with
standard procedures and practices.
5.6 The updating of standard procedures and practices is facilitated.
5.7 The capability of the work team that aligns with the requirements of the
procedure is ensured. All employees are trained on the new Standard
Operating Procedures (SOPs).
5.8 The next problem is selected to be tackled by the team
Variable Range
OHS requirements May include, but not limited to:
 Are to be in accordance with legislation/ regulations/codes of practice
and enterprise safety policies and procedures. This may include
protective clothing and equipment, use of tooling and equipment,
workplace environment and safety, handling of material, use of
firefighting equipment, enterprise first aid, hazard control and
hazardous materials and substances.
 PPE are to include that prescribed under legislation/regulations/codes of
practice and workplace policies and practices.
 Safe operating procedures are to include, but are not limited to the
conduct of operational risk assessment and treatments associated with
workplace organization.
 Emergency procedures related to this unit are to include but may not be
limited to emergency shutdown and stopping of equipment,
extinguishing fires, enterprise first aid requirements and site evacuation.
Safety equipment May include, but not limited to:
and tools  Dust masks/goggles
 Glove
 Working cloth
 First aid and
 Safety shoes
Statistical tools and May include, but not limited to:
techniques  7 QC tools May include, but not limited to:
 Stratification
 Pareto Diagram
 Cause and Effect Diagram
 Check Sheet
 Control Chart/Graph
 Histogram and Scatter Diagram
 QC techniques May include, but not limited to:
 Brain storming
 Why analysis
 What if analysis
 5W1H
Tools and May include, but not limited to:
techniques  Plant Layout
 Process flow
 Other Analysis tools
 Do time study by work element
 Measure Travel distance
 Take a photo of workplace
 Measure Total steps
 Make list of items/products, who produces them and who uses them &
those in warehouses, storages etc.
 Focal points to Check and find out existing problems
 5S
 Layout improvement
 Brainstorming
 Andon
 U-line
 In-lining
 Unification
 Multi-process handling &Multi-skilled operators
 A.B. control (Two point control)
 Cell production line
 TPM (Total Productive Maintenance)
Relevant May include, but not limited to:
procedures  Make waste visible
 Be conscious of the waste
 Be accountable for the waste and measure the waste.

4M1E May include, but not limited to:
 Man
 Machine
 Method
Material and Environment
Creative idea May include, but not limited to:
generation  Brainstorming
 Exploring and examining ideas in varied ways
 Elaborating and extrapolating
 Conceptualizing
Medium KPT May include, but not limited to:
 5S
 4M (Machine, Method, Material and Man)
 4p (Policy, Procedures, People and Plant)
 PDCA cycle
Basics of IE tools and techniques
The ten basic May include, but not limited to:
principles for  Throw out all of your fixed ideas about how to do things.
improvement  Think of how the new method will work- not how it won.
 Don’t accept excuses. Totally deny the status quo.
 Don’t seek perfection. A 5o percent implementation rate is fine as long
as it’s done on the spot.
 Correct mistakes the moment they are found.
 Don’t spend a lot of money on improvements.
 Problems give you a chance to use your brain.
 Ask “why?” At least five times until you find the ultimate cause.
 Ten people’s ideas are better than one person’s.
 Improvement knows no limits.
Tangible and May include, but not limited to:
intangible results  Tangible result may include quantifiable data
 Intangible result may include qualitative data
various types of May include, but not limited to:
diagrams.  Line graph
 Bar graph
 Pie-chart
 Scatter diagrams
 Affinity diagrams
Visual and auditory May include, but not limited to:
control methods  Red Tagging
 Sign boards
 Outlining
 And ons
 Kanban, etc.
5W and 1H May include, but not limited to:
 Who
 What
 Where
 When
 Why and how
StandardOperating May include, but not limited to:
Procedures (SOPs).  The customer demands
 The most efficient work routine (steps)
 The cycle times required to complete work elements
 All process quality checks required to minimize defects/errors
 The exact amount of work in process required
Evidence Guide
Critical Aspects of Demonstrate knowledge and skills to:
Competence  Discuss why wastes occur in the workplace
 Discuss causes and effects of wastes/MUDA in the workplace
 Analyze the current situation of the workplace by using appropriate
tools and techniques
 Identify, measure, eliminate and prevent occurrence of wastes by
using appropriate tools and techniques
 Use 5W and 1H sheet to prevent
 Detect non-conforming products/services in the work area
 Apply effective problem-solving approaches/strategies.
 Implement and monitor improved practices and procedures
 Apply statistical quality control tools and techniques.
Knowledge and  Targets of customers and manufacturer/service provider
Attitude  Traditional and kaizen thinking of price setting
 Kaizen thinking in relation to targets of manufacturer/service provider
and customer
 value
 The three categories of operations
 the 3“MU”
 wastes occur in the workplace
 The 7 types of MUDA
 QC story/PDCA cycle/
 QC story/ Problem solving steps
 QCC techniques
 7 QC tools
 The Benefits of identifying and eliminating waste
 Causes and effects of 7 MUDA
 Procedures to identify MUDA
 Necessary attitude and the ten basic principles for improvement
 Procedures to eliminate MUDA
 Prevention of wastes
 Methods of waste prevention
 Definition and purpose of standardization
 Standards required for machines, operations, defining normal and
abnormal conditions, clerical procedures and procurement
 Methods of visual and auditory control
 TPM concept and its pillars.
 Relevant OHS and environment requirements
 Method and Lines of communication
 Methods of making/recommending improvements.
 Reporting procedures
 Workplace procedures associated with the candidate's regular
technical duties
 Relevant health, safety and environment requirements
 organizational structure of the enterprise
Underpinning Demonstrate skills to:
Skills  Draw & analyze current situation of the work place
 Use measurement apparatus (stop watch, tape, etc.)
 Calculate volume and area/Apply statistical analysis tools
 Use and follow checklists to identify, measure and eliminate
wastes/MUDA
 Identify and measure wastes/MUDA in accordance with OHS and
procedures
 Use tools and techniques to eliminate wastes/MUDA in accordance
with OHS procedure. /Apply problem solving techniques and tools/
 Apply 5W and 1H sheet
 Update and use standard procedures for completion of required
operation
 Work with others
 Read and interpret documents
 Observe situations
 Solve problems
 Communicate information
 Gather evidence by using different means
 Report activities and results using report formats/ Record activities
and results against templates and other prescribed formats./
 Apply Visual Management Board/Kaizen Board.
 Detect non-conforming products or services in the work area
 Implement and monitor improved practices and procedures
Assessment  Interview/Written Test
 Observation/Demonstration with Oral Questioning

NTQF Level IV

Occupational Standard: Marketing and Sales Management Level IV
Unit Title Analyse Consumer Behaviour for Specific Markets
required to analyse consumer behaviour to target marketing to specific
markets and specific customer needs and better satisfying customer
requirements.

1. Confirm product 1.1 Information on the market or market segment is gathered for a
or service market product or service in accordance with the marketing plan
1.2 Consumer attributes are identified for the market or market segment
from the market profile or existing customer data
1.3 Features of the product or service are identified and tested in
accordance with the marketing plan
2. Assess the 2.1 Consumer need is investigated for the product or service through
reasons for analysis of trends and past performance
existing levels of 2.2 Past marketing or positioning of a product or service is reviewed in
consumer interest relation to the effectiveness of its focus of appeal
2.3 The impact of individual, social and lifestyle influences is assessed,
tested and estimated on consumer behavior for a product or service
2.4 Consumer responses are analyzed to previous marketing
communications
2.5 2Organizational behavior capability to respond quickly to
consumer demand is assessed for products or services in accordance
with the marketing plan
3. Recommend a 3.1 Marketing strategies are ensured to address innate and acquired
focus of appeal needs of consumers and appeal to the motives that influence
for marketing decision making
strategies for a 3.2 A rationale is presented for the focus of appeal that outlines how
product or service influences on consumer behavior will be used to target effective
marketing strategies
3.3 The focus of appeal ensured to meet legal and ethical obligations
and the budgetary requirements of the marketing plan
Variable Range
Information on the May include but not limited to:
market or market  customer segments such as:
segment  active customers
 inactive customers
 former customers
 demographics
 existing product usage
 lifestyle
 non-customer segments such as:
 core prospects
 non-core prospects
 social and cultural factors
 values or attitude factors
Marketing May include but not limited to:
 business-to-consumer marketing
 business-to-business marketing
 direct marketing
 ideas marketing
 marketing of goods
 public sector marketing
 services marketing
 telemarketing
Individual influences May include but not limited to:
 attitudes
 beliefs
 learning
 past experience
 perception
 personality
 self-image
Consumer responses May include but not limited to:
 average order value
 preferred frequency of contact
 preferred medium of contact
 preferred medium of response
 preferred order size
 preferred price point for typical purchase
 preferred range of options within a single offer
behaviour  contract buying
 group decision making
 modified re-purchase
 new purchases
 re-purchase
Legal and ethical May include but not limited to:
obligations  codes of practice
 cultural expectations and influences
 relevant legislation
 policies and guidelines
 regulations
 social responsibilities such as:
 protection of children
 environmental issues
societal expectations
Social influences May include but not limited to:
 culture
 family background
 family decision-maker/s
 social class
 socioeconomic factors
Lifestyle influences May include but not limited to:
 aspirations
 interests
 assure activities
Evidence Guide
Critical aspects of Must demonstrate knowledge and skill of competence to:
Competence  documenting and presenting an analysis of consumer behaviour
including recommendations on what marketing strategies should be
developed to influence consumers to be more inclined to purchase a
product or service
 knowledge of relevant legislation
Knowledge and  key provisions of relevant legislation from all forms of government,
Attitudes codes of practice and national standards that may affect aspects of
business operations such as:
 anti-discrimination legislation and the principles of equal
opportunity, equity, and diversity
 privacy laws
 industry and product or service knowledge
 marketing communication concepts and processes
 organizational structure, procedures and marketing objectives
Underpinning Skills Must demonstrate Skills to:
 literacy skills to prepare reports with complex marketing concepts
 research skills to investigate overall market trends, past
product/service performance and consumer behaviour characteristics

Occupational Standard: Marketing and Sales management Level IV
Unit Title Conduct Market Research
required to conduct market research using different marketing data
collection methodologies (not specialist statistical design and analysis)
and to report on findings.

1. Conduct desk 1.1 Initial desk research is conducted using appropriate sources to
research to gather gather background market information
background 1.2 Options are identified for information collection and collation tools
market and methods
information 1.3 Approval is determined and sought for reporting formats for market
research documentation
1.4 Initial research findings are reported in approved formats in
accordance with organizational procedures
2. Develop research 2.1 Hypotheses and research objectives are developed for market
methodology and research
objectives 2.2 Options are identified for quantifying data
2.3 Market research methodology is identified and required survey tools
determined, developed, tested and amended
2.4 Methods of data extraction, collation and analysis are determined
and tested
3. Recruit 3.1 Market research plans are interpreted to identify potential
respondents respondents and their requirements
3.2 Respondents are identified in line with research and organizational
requirements
3.3 Respondents are recruited in line with the agreed research
methodology and organizational requirements
4. Gather data and 4.1 Resources for data gathering are prepared and arranged
information from 4.2 Data and information are gathered using survey tools
respondents 4.3 Data and information gathered are recorded in approved formats, in
4.4 Survey information and data are stored and safeguarded in
5. Analyze research 5.1 Checks are conducted on quality of data and information collected
information 5.2 Appropriate techniques are selected to summarize data and
information
5.3 Software files are designed for entering data and information
5.4 Data is processed using a method appropriate to research design
5.5 Data and information including categorization are interpreted and
aggregated, to provide observations relevant to research objectives
6. Prepare research 6.1 Findings are collated and assessed for relevance and usefulness to
reports research objectives
6.2 Research reports are prepared
6.3 Research findings are communicated to relevant personnel and
stakeholders in accordance with organizational procedures
Variable Range
Appropriate sources May include but not limited to:
of background market  published (including on the internet) data and information from:
information  articles and advertisements
 business advisors
 clients and suppliers
 conferences
 government bodies
 industry associations and trade media
 other research projects
 reports from trade or professional associations annual reports
 reports to regulatory or funding bodies
 speeches
 enterprise information such as:
 sales data
 attendance figures
collection and  forms for recording information sources reviewed
collation tools and  procedures for abstracting key information and citing sources
methods  rules for including or not including information and data reviewed
Reporting formats May include but not limited to:
 prose reports
 verbal presentations
 visual aids, such as:
 charts
 photographs
 tables
Market research May include but not limited to:
methodologies  brand equity research
 brand name testing
 concept testing
 consumer decision process research
 depth interviews
 descriptive techniques
 experimental techniques
 focus groups
 mystery shopping
 observational techniques
 projective techniques
 qualitative research
 quantitative research
 random sampling
Survey tools May include but not limited to:
 handouts
 one-on-one discussions
 overhead transparencies
 questionnaires
 small group discussions
Potential respondents May include but not limited to:
 current, past or potential clients
 key stakeholders
 persons identified from lists or directories
 staff
Research and May include but not limited to:
organizational  legal requirements
requirements  need for respondent to meet demographic or psychographic criteria
 need for respondent to represent an organisation, have specific
expertise or knowledge, or meet other criteria
 quality assurance policy and procedures
 requirements for statistical validity in sampling
Resources for data May include but not limited to:
gathering  appropriate venues and rooms
 organisation of tables, chairs, audio and visual equipment,
refreshments
 audio-visual recording and display devices
 telecommunications equipment and facilities
Checks May include but not limited to:
 ensuring data is:
 a true record of interview
 accurate
 adequately expressed
 authentic
 complete
 not fabricated
 ensuring others collecting data and information have studied and
understood instructions
 keeping records on data sources, copyright and privacy information
 rejecting inadequate data and resurveying to overcome gaps
 reporting to senior personnel on issues and problems in data
collection
 where required, verifying records of interview with respondents
techniques to  charts and tables
summarise data  coefficient of variation
 mean
 median
 mode
 percentile
 prose commentary
 range
 standard deviation
 statistical analysis
 statistical overview
 variance

Software files  databases with specified forms and fields
 spreadsheets with specified axes
 word processing programs with specified heading structures, text
and table formats
Interpreting and  development of further hypotheses based on initial processing of
aggregating data and raw data, and statistical tests of these hypotheses
information  bringing together data or datasets
 statistical analysis of raw data using general or specialist software
Categorisation May include but not limited to:
 creation of a preliminary report table of contents with headings and
subheadings under which data and information could be organised
 data tabulation in a format appropriate for the type of analysis to be
performed
 development of basic market segmentation categories by
demographic or psychographic characteristics
Research reports May include but not limited to:
 detailed data analysis
 explanation of methodology
 key observations and findings
 key summaries of data
 recommendation and implementation issues
 recommendations for future research
 references, citations and other correct acknowledgement for all non-
original material
Evidence Guide
Competence  developing and implementing a market research survey tool
 accurately recording and securely storing survey data in accordance
with organizational procedures
 utilising a range of methodologies to analyse market research
information
 documenting market research activities and findings in a research
report.
Knowledge and key provisions of relevant legislation from all forms of government,
Attitudes codes of practice and national standards that may affect aspects of
business operations such as:
 anti-discrimination legislation and principles of equal
opportunity, equity, and diversity
 privacy laws
 marketing communications concepts and processes
 market research principles and practices including:
 data processing methods and data analysis techniques
 design of samples
 development and use of hypotheses
 research reporting formats
 roles and uses of qualitative and quantitative research
 use of survey instruments
 requirements of house or other style manuals or protocols for written
communication
Underpinning Skills Must demonstrateSkills to:
 information management skills to categorise, store and retrieve
market research information
 innovation and creativity skills to conceptualise, test and refine
qualitative and quantitative questionnaires and other tools
 literacy skills to prepare reports containing complex ideas
 research and data collection skills to locate information sources, to
design and analyse a market research strategy

Occupational Standard: Marketing and Sales Management Level IV
Unit Title Monitor Advertising
required to monitor and report on pre-production, production and post-
production work for advertisements.

1. Oversee pre- 1.1 Printing, print production, electronic production specifications,
production work schedule, budget, supplier/s and resource requirements are
confirmed for pre-production activities
1.2 Pre-production activities are monitored against scheduling and
budgetary requirements and likely overruns are reported for action
and approval in accordance with organizational policies and
procedures
1.3 The effect of a delay is estimated in pre-production and
recommendations are made to re-schedule activities to meet the pre-
production schedule in accordance with organizational policies and
procedures
2. Oversee 2.1 Specifications, production schedule, budget, supplier/s and resource
production requirements are confirmed
processes 2.2 Progress is monitored against production schedule and likely
variations are identified in accordance with organizational policies
and procedures
2.3 Approvals are gained from relevant persons for schedule variations
to production budget allocations in accordance with organizational
policies and procedures if required
3. Monitor post- 3.1 Specifications, schedule, budget, supplier/s and resource
production requirements are confirmed for post-production activities
processes 3.2 Post-production activities are monitored against scheduling and
budgetary requirements and variations are reported likely for action
and approval in accordance with organizational policies and
procedures
4. Produce 4.1 Monitoring reports which contain details of progress are produced
monitoring for pre-production, production and post-production activities
reports 4.2 Monitoring reports which meet organizational requirements are
produced in terms of language, format, content, and level of detail
4.3 Monitoring reports are provided within the required timeframe
Variable Range
Printing May include but not limited to:
specifications  art reproduction, including:
 halftones
 line art
 photography
 screens
 binding/finishing

 colour reproduction, including:
 color register/s
 color separation
 digital color reproduction
 process color
 spot color
 composition
 typesetting
Print production May include but not limited to:
specifications  computer software programs
 desktop publishing
 flexography
 inkjet printing
 letterpress
 offset lithography
 pre-print production processes
 rotogravure
 silk screen
Electronic production May include but not limited to:
specifications  film
 live recording
 sound recording
 video
 website involving sound, graphics, animation
Pre-production May include but not limited to:
activities  artwork
 graphics
 imposition
 music
 receipt and review of advertising copy
 receipt of visual elements and layout
 rehearsals
 scripts
 set construction
 storyboards
Production schedule May include but not limited to:
 film or video shooting
 pre-production, production and post-production work
 print
 sound recording
 website development
Post-production May include but not limited to:
activities  assembling scenes
 dialogue synchronisation
 editing
 Foley
 sound mixing
 special effects
Evidence Guide
Competence  confirmation of specifications for production activities
 monitoring of the pre-, during and post-production activities for
creation for at least one advertisement
 producing reports on pre-production, production and post-
production monitoring activities for at least one advertisement
 formulation of recommendations to re-schedule activities in the
event of production delays
Knowledge and  legal and ethical requirements for the advertising industry
Attitudes  principles of advertising as it relates to the marketing mix
 identification and overview knowledge of key provisions of relevant
legislation from all levels of government that affects business
operations, codes of practice and national standards, such as:
 consumer protection laws
 copyright legislation
 fair trading laws
 privacy laws
 codes of practice related to advertising
 role/s of production personnel
 techniques and production processes for radio, television and cinema,
print and websites
 communication skills to question, clarify and report while conducting
monitoring activities
 literacy skills to read schedules and to write reports
 numeracy skills to read budgets and compare actual versus budgeted
expenditure
 teamwork skills to work with colleagues to achieve production
objectives
 technology skills to use a wide range of software and equipment to
monitor the production of advertisements

Unit Title Present, Secure and Support Sales Solutions
required to present sales solutions that respond to the specific buying
needs of a client, and to use sales processes associated with securing
prospect commitment to proceed with a sale upto post sales activities.

1. Prepare for a sales 1.1. Products, ideas and services are obtained and organized for use
presentation within a sales presentation
1.2. Product information is reviewed to ensure familiarity with
products
1.3. Sales tactic options are identified, assessed and chosen in terms of
their ability to meet the needs and preferences of the prospect
1.4. A variety of sales solutions is considered and prepared to meet
buyer needs
1.5. Sales aids are identified and selected
1.6. Alternatives are identified for prospects and assessed in relation to
anticipated buyer needs
2. 2. Present a sales 2.1 Gestures, posture, body language, facial expressions and voice are
solution used to create a supportive selling environment
2.2 Listening skills and open-ended questions are used to identify buyer
needs, preferences, motives and objections
2.3 Presentation is adjusted to match the needs and preferences of the
buyer
2.4 Persuasive communication techniques are used to secure buyer
interest
2.5 The presentation is ensured to demonstrate and communicate the
key features of the product and emphasizes benefits in relation to
identified buyer needs
2.6 Proof of benefits is obtained and presented through product
purchase
2.7 2.7. Sales aids are used to build buyer understanding of how
the product is aligned with needs
3. Respond to buyer 3.1 Verbal and non-verbal buying signals are identified and assessed
signals 3.2 Probing is used to identify source of buyer resistance
3.3 The strengths and limitations of buyer resistance strategies are
identified
3.4 A strategy is selected and implemented for managing buyer
resistance
3.5 Trial closes are used strategically during different stages of the sales
process
4. Negotiate and 4.1 Formal close is initiated to the sales process following one or more
finalize the sale trial closes
4.2 A strategy is selected to close the sale and supportive and
confirming language are used to support the closure of the sales
process
4.3 Conditions of the agreement, outline a summary of the agreement
are negotiated to the buyer, and the buyer's decision confirmed
4.4 Advice on financing arrangements is provided if required
4.5 Sales documents, and process are prepared and completed and client
order is monitored
4.6 Cross-selling opportunities are identified and presented to the buyer
5. Support post-sale 5.1 Ensure contact is made with the buyer post-sale to ensure agreed
activities expectations have been met
5.2 Technical assistance or advice is provided and clients are assisted to
access appropriate after-sales support
5.3 Feedback solicitation methods are used on the sales process and
product satisfaction
5.4 Service problems and difficulties identified are addressed and
resolved through feedback
5.5 Client loyalty strategies are developed and implemented to secure
buyer loyalty and ongoing contact is facilitated
5.6 Additional sales solutions and benefits are offered and implemented
to clients when opportunities arise
Variable Range
Sales aids May include but not limited to:
 Drawings
 Electronic media
 Graphs
 Models
 Photographs
 Printed materials
 Products
 Product samples
 Transparencies
 Whiteboards
Proof of benefits May include but not limited to:
 Anecdotes and examples
 Comparisons
 Statistics
 Testimonials
Verbal buying signals May include but not limited to:
of the prospect  Confirmations
 Questions
 Statements of requirement
Non-verbal buying May include but not limited to:
signals of the  Close examination of the product
prospect  Moving closer to where a product is to be installed
 Smiling and nodding
Source of buyer  Company resistance
resistance  No perceived need
 Price resistance
 Salesperson resistance
 Service dissatisfaction
 Timing issues
 Uncertainty about the product
Buyer resistance May include but not limited to:
strategies  Assertive messages
 Boomerang
 Checking perceptions
 Direct denial
 Incentives offer
 Indirect denial
 Requesting additional information from buyers
 Open and closed questions
 Superior benefit
 Trial offer
Formal close May include but not limited to:
 Inducement
 Narrative close
 Offering alternative choices
 Salesperson request to the prospect to agree to purchase the product
or service
 Summary of product benefits
Conditions May include but not limited to:
 Client loyalty
 Delivery
 Length of contract
 Payment options
 Price
Feedback solicitation May include but not limited to:
methods  Email dialogue
 Focus groups
 One-on-one interviews
 Surveys
 Telephone interviews
Client loyalty May include but not limited to:
strategies  Client clubs
 Client reward schemes
 Credit or discount facilities
 Formal letter of thanks
 Handwritten note thanking the client
 Offering promotional items
 Phone call thanking the client for the business
Evidence Guide
Competence  Demonstration of principles of effective sales presentation mix and
sales closure techniques through presentation of a sales solution
 Demonstration of support for post-sale activities
Knowledge and  Detailed product knowledge, including product:
Attitudes  Advantages and disadvantages
 Features
 Service benefits
 Identification and overview knowledge of key provisions of relevant
legislation and codes of practice that relate to sales, for example:
 Anti-discrimination
 Consumer protection
 Contract law
 Privacy laws
 Materials and aids that support presentations
 Organizational policies and procedures relating to orders and client
services
 Principles of achieving an effective sales presentation mix
 Statistical methods to demonstrate sales performance
 Strategies to manage client accounts, to build client goodwill and to
develop client loyalty
Underpinning Must demonstrate skills to:
Skills  Learning skills to develop and maintain knowledge of products, ideas
and services for use within a sales presentation
 Literacy and numeracy skills to:
 Prepare sales documentation
 Process sales transactions
 Calculate financing arrangements
 Keep client sales records
 Use sales statistics to support a verbal argument
 Organizational and time-management skills to schedule follow-up
contacts
 Verbal communication skills to:
 Demonstrate how product benefits and key features fulfill buyers'
needs
 Develop rapport and build relationships with clients
 Manage conflict and customer dissatisfaction
 Negotiate to manage buyer resistance
 Question clients to determine client needs and preferences
 Use persuasive and assertive language in promoting product features
and benefits
 Technological skills to use equipment to assist in presenting sales
information
Assessment Competency may be assessed through:
Methods  Interview / Written Test / Oral Questioning

Unit Title Plan and market goods and services at international level
required to effectively plan for the international trade of goods by
considering all factors to involve in international trade.

1. Evaluate the most 1.1 Business context of cargo movement is ascertained.
appropriate
transport method, 1.2 Factors to be considered in route/mode selection are examined.
route and 1.3 Conditions and risks of different routes are evaluated in relation
protection/security to delivery requirements.
options
1.4 Resources are utilized to provide information on the current
service status of particular transport routes.
2. Review shipping 2.1 Airlines and air cargo services operating are identified in and
and airfreight out of Ethiopia.
services available
2.2 Configuration and carrying capacity of different types of
aircraft are compared.
2.3 Shipping services and types of ocean vessels operating are
identified in and out of Ethiopia.
2.4 Different types of shipping services are compared.
2.5 Configurations and carrying capacities of different types of
ocean vessels are compared.
3. Evaluate packing, 3.1 Protection, presentation and preservation requirements are
marking and analyzed and prepared.
stowage
requirements 3.2 Range of containers available for international cargo are
analyzed and evaluated for use.
3.3 Marking requirements are evaluated and correct marking
advice is prepared.
3.4 Risk factors are identified in relation to packing and storing of
goods for transportation and appropriate options selected.
4. Calculate 4.1 Types of rates, volume-to-weight ratio factors, volume rules
international including rounding off and allowable projections, principles and
freight and other methods of rating cargo are examined and applied for
shipment costs international carriage by sea.
4.2 Variations are taken into account in calculating shipping
charges caused by such charges and other variants.
4.3 Costs of shipping a variety of goods are calculated and
compared by the several types of ocean service.
4.4 Types of rates, volume-to-weight ratio factors, volume rules
including rounding off, principles and methods of rating cargo
are examined and applied for international carriage by air.
4.5 Variations are explained in calculating airfreight charges caused
by the applicability of tact rates, fuel such charges, other
variants, and exchange rates.
4.6 Costs of shipping a variety of goods are calculated and
compared by different air cargo services.
4.7 Postal and courier freight rates and size/weight factors and
limitations are investigated and communicated.
4.8 Rates and costs associated with chartering vessels and aircraft
are investigated and communicated.
4.9 Rating principles and methods used in domestic, sea, road, rail
and air transport are investigated and communicated.
4.10 All standard and extraordinary ancillary shipment costs on a
door-to-door basis applicable in each mode are investigated.
4.11 The total cost concept and other factors are investigated and
communicated that may determine whether cargo is carried by
air or sea, or a combination of both (multimodal transport).
5. Identify cargo 5.1 The need for cargo insurance is evaluated.
insurance and
claim 5.2 The standard types of cover arrangements used by underwriters
requirements for are investigated.
goods 5.3 Documents to be lodged with carriers, forwarders, insurance
underwriters and customs in cargo loss or damage situations are
identified and completed for a hypothetical situation.
Variables Range
Business context May include but not limited to:
 preliminary quotation for the seller/buyer prior to negotiation of
contract of sale
 quotation to seller/buyer
 result of receiving freight contract from seller/buyer
 supplement to original quotation to note any change in various
cost components
Factors May include but not limited to:
 container rates
 costs
 delivery schedules
 direct shipment
 risks of delay and damage
 transhipment
 volume and weight
Airlines and air May include but not limited to:
cargo services  consolidation services
 courier and charter
 full container
 loose package
 post
 schedules services
Shipping services May include but not limited to:
 break bulk
 bulk
 charter services
 conference lines
 Full Container Load (FCL)
 Less than Container Load (LCL) - (consolidation/group
age/Freight All Kinds [FAK])
 non-conference lines
 Non-Vessel Operating Common Carriers (NVOCCs)
 parcel post
 scheduled services
 slot charter operations
 transtainers
 tramp
Types of ocean May include but not limited to:
vessels  bulk carriers
 cellular container ships
 combination
 conventional
 other special purpose ships
 roll on/roll off
Protection, May include but not limited to:
presentation and  range of specialised materials and accessories available to protect
preservation containerised cargo including:
 container liners
 data loggers
 other monitoring and protection equipment
 thermal control materials
 water absorption devices
Containers May include but not limited to:
 bags
 bales
 cartons
 cases
 drums
 lift vans
 pallet boxes
 pallets
 thermal cartons
Marking May include but not limited to:
requirements  accurate marking to avoid misdirection
 international standard cargo marks
 international standard labelling and marking for hazardous goods
 waterproof inks and labels
Standard and May include but not limited to:
extraordinary  booking time slots
ancillary shipment  break bulk fees
costs  consular or other certification
 carnage and oversize considerations
 customs clearances
 dangerous goods
 demurrage
 document and handling fees
 inland haulage
 insurance costs
 parcel post
 perishable goods
 permits
 port charges
 protective packaging and accessories
 storage fees
Standard types of May include but not limited to:
cover  annual policies
 open policies
 single shipment policies
Evidence Guide
Critical Aspects of Must demonstrate knowledge and skill of competence to:
Competence  choosing appropriate transport modes, route and securing options
 demonstrating successful preparation for the international
transport for different types of general cargo
 documenting completed quotations, supplementary quotations,
budget or expressions of interest prepared for external client or
own workplace
 knowledge of legislation, codes of practice and national standards
relevant to the work role
Underpinning Demonstrate knowledge for:
Knowledge and  identification and overview knowledge of key provisions of
Attitudes relevant legislation from all levels of government that affects
as:
 Customs Act
 INCOTERMS
 international standards for marking cargo and labeling and
marking hazardous goods
 trade modernization legislation: Customs Legislation
Amendment and Repeal Act, Import Processing Charges Act,
Customs Depot Licensing Charges Amendment Act
 Trade Practices Act
 contract law
 Warsaw convention
 World Trade Organization determinations
 organisational policies and procedures relating to business
operations
Underpinning Skills Demonstrate skills for:
 culturally appropriate communication skills to relate to people
 planning and organising skills to arrange and coordinate
multimodal transport
 problem-solving skills to determine best options for international
transport.
Assessment  Interview / Written exam
Context of Competence may be assessed in the workplace or in a simulated
Assessment workplace setting

Unit Title Conduct Online Transactions
required to undertake a range of online transactions, including
banking, buying and selling products and services at international
business dealing.

1. Identify and 1.1 Online research is undertaken to identify suppliers required
investigate products/services.
online service 1.2 Service provider confidentiality, security and privacy facilities
provider are assessed in accordance with individual and organizational
requirements.
1.3 Potential products/services are assessed for authenticity.
2. Perform online 2.1 Organizational requirements are confirmed for products/services
transactions to be obtained.
2.2 Authentication information is secured in accordance with
2.3 Appropriate online functions are used to obtain required
products/services.
2.4 Any difficulties are reported in accessing or using online
facilities to the service provider.
2.5 Transaction is completed and ensured to products/services
received in accordance with terms of online transaction.
3. Maintain records 3.1 Records of transactions are maintained in accordance with
of online organizational policy, procedures and level of authority.
transactions 3.2 Organizational records are compared with online records and
irregularities dealt according to organizational policy and
procedures.
4. Review online 4.1 Obtained products/services rendered are reviewed to determine
transactions quality, timeliness and level of customer service in relation to
advertised profile
4.2 Recommendations regarding continued or future use of online
service provider are made as supported by transaction history.
Variables Range
Suppliers May include but not limited to:
 banks or other financial institutions
 e-auction
 e-brokerage service
 e-mail
 e-procurement service
 e-shop
 third party marketplace
Products/services May include but not limited to:
 financial services
 goods
 insurance
 loans
 shares
Confidentiality, May include but not limited to:
security and privacy  access to independent reviews of financial services such as:
 Ethiopian Competition and Consumer Commission (ACCC)
 Financial Planning Association of Ethiopia (FPA)
 authentication services
 disclaimers
 firewall protection
 jurisdiction
 level of encryption
 limit of liability
 Personal Identification Number (PIN)
 physical site security of web server
 receipting
 terms and conditions of website use
 use of 'cookies' - small files automatically downloaded from a
web server to the computer of someone browsing a website -
information stored in cookies can be accessed any time
computer returns to the site
 user name and password
 warranties
Evidence Guide
Competence  identification and selection of appropriate services to meet defined
needs
 use of appropriate security considerations
 knowledge of policies and procedures relating to the use of the
internet and online purchasing
Attitudes government that may affect aspects of business operations, such
as:
 privacy laws
 occupational health and safety
 policies and procedures relating to use of the internet and online
purchasing
 service provider requirements
 legal and ethical requirements relating to a range of online
transactions
Underpinning Skills Demonstrate skills of:
 communication skills to negotiate with online service provider/s
 literacy skills to read and analyse information for its relevance and
sufficiency, and to follow policies and procedures
 numeracy skills to work with and evaluate monetary figures
 technology skills to operate computer and software appropriate to
transaction being performed

Occupational Standard: Marketing and sales management Level IV
Unit Title Implement Customer Service Standards
required to contribute and support personnel to implement customer
service standards and systems in providing standard service to
customers.

1. Contribute to 1.1 Customer service standards are accessed, interpreted, applied and
quality customer monitored in the workplace according to organizational standards,
service standards policies and procedures
1.2 Contributions are made to the development, refinement and
improvement of customer service standards, policies and processes
2. Implement 2.1 All personnel are encouraged to consistently implement customer
customer service service systems
systems
2.2 Customer feedback is reviewed in consultation with appropriate
personnel and analysed when improving work practices
2.3 Customer service problems are identified and adjustments made to
ensure continued service quality
2.4 Adjustments in service delivery are communicated to all those
involved, within appropriate timeframes
2.5 Delivery of services and products is coordinated and managed to
ensure they effectively and efficiently meet agreed quality
standards
3. Implement team 3.1 Team and work activities are planned and implemented to meet
customer service customer needs and expectations, and to minimise inconvenience
standards
3.2 Resources required to undertake team tasks are identified while
meeting required customer service levels
Variable Range
 internal and external customers
 people from a range of social, cultural or ethnic backgrounds
 people who may be unwell, drug affected or emotionally distressed
 regular and new customers
standards, policies  continuous quality improvement cycle – plan/do/check/act
and procedures  procedural manuals
 product and service manuals, labels, instructions
 quality systems, standards and guidelines
 requirements for staff appearance and presentation

Customer service May include but not limited to:
problems  breakages or faults
 damaged stock
 delays in delivery of products or services
 missing parts or components
 poor service
 provision of poor advice or information
Evidence Guide
Competence  compliance with customer service system and standards
 recommendations about how the standards can be improved or
adapted to better meet the needs of the organisation and the
customers
 knowledge of customer service models
Knowledge and  detailed product and service knowledge
Attitudes  models of customer service
 relevant organizational procedures and standards for customer
service relationships
 communication skills to:
 direct others with regard to customer services standards
 explain the system and standards to the work team
 information management skills to summarise information verbally
and non-verbally
 interpret product and service features or sales data
 read a variety of texts to prepare general information and papers
 summarize information obtained from a variety of verbal and
non-verbal sources
 write formal and informal text
 numeracy skills to analyse data, and to compare time lines and
promotional costs against budgets
 problem-solving skills to:
 address problems and ensure service standards are met
 develop solutions unique to a customer
 modify customer service standards when required
 comply with policies and procedures
 seek learning and development opportunities
Unit Title Organize Importing and Exporting of Goods
required to provide general assistance to senior staff in organising the
importing and exporting of goods while business activities are
undertaken.

1. Follow 1.1 Goods to be imported or exported are detailed according to
organizational characteristics.
systems and
processes for 1.2 Regulations and permits relating to international movement of
organizing the specific goods are identified and accessed with assistance of
importation and manager, supervisor or more senior personnel.
exportation of 1.3 Required processes are researched and documented to import or
goods export specific goods as assigned by and under direction of
manager, supervisor or more senior personnel.
1.4 Assistance is sought as required to research import or export
requirements.
2. Contribute to 2.1 Components of costs of importing or exporting specific goods
cost calculations are discussed and recorded with supervisor or manager.
2.2 A determination of components of costs is made.
2.3 Assistance in assigned tasks related to calculate costs is sought
as required for international movement of goods.
2.4 Costs for international movement of goods are documented in
accordance with workplace procedures.
2.5 Cost calculation and completeness are checked for accuracy
prior to forwarding to supervisor or manager.
2.6 Any revisions are finalized and rechecked to calculations by self
and supervisor or manager.
3. Assist in 3.1 Required documentation is completed and collated for
completing international movement of goods.
required
documentation 3.2 Assistance is sought as required in completing and checking
documentation.
3.3 Required documents are checked and forwarded for further
checking by supervisor or manager.
3.4 Documents are finalized and submitted or lodged with relevant
parties.
3.5 Copies of required documents are identified and filed in
accordance with workplace procedures.
4. Communicate 4.1 Customs licensed places and transportation services are
with carriers identified to be used in the international movement of goods with
assistance of supervisor, manager or more senior personnel.
4.2 Communication facilitates arrangements are ensured to move
goods within required time lines.
4.3 Problems are identified and actions taken as required to facilitate
resolution.
4.4 Arrangements are followed through for transportation of goods
including arrangements with overseas representatives of carriers
to finalization, including arrival of goods at intended destination
and settlement effected to complete the contract.
4.5 Assistance is sought as required in communicating with carriers.
Variables Range
Characteristics May include but not limited to:
 Country of origin or destination
 Dangerous goods
 Description of goods
 Prohibited or restricted goods
 Temperature controlled cargo
 Volume to be imported or exported
Regulations and May include but not limited to:
permits  Those issued by the Ethiopian Government:
 Department of Agriculture, Fisheries and Forestry
 Department of Defense
 Department of the Environment and Heritage
 Department of Foreign Affairs and Trade
 Department of Health and Ageing
 Department of Industry, Tourism and Resources
 Office of Film and Literature Classification
 Those issued by the:
 Ethiopian Customs Service
 Ethiopian Federal Police
 Ethiopian Quarantine and Inspection Service (AQIS)
 Other comparable national and international regulatory bodies
Processes May include but not limited to:
 Advice from more experienced colleagues, technical experts,
internet, intranet, induction kits, internal training materials and
programs
 AQIS requirements such as fumigation, quarantine or other
 Completion of customs declarations
 Completion of required financial transactions
 Consulting technical experts in the industry, professional
associations, training providers, government bodies and agencies
 Inspection processes
 Obtaining necessary permits
 Transport and warehousing arrangements in country of origin and
destination within Ethiopia
 Using reference material within the organisation from training
providers and government bodies and agencies, professional

libraries, trade journals
Costs May include but not limited to:
 Administrative charges for handling of commodities
 Brokerage fees
 Charges levied in country of origin
 Government charges such as duty, tariff, permits, goods and
services tax (GST)
 Insurances
 Interest on borrowed capital
 Other fees and charges (local and overseas)
 Packing, port charges, transport and storage charges (local and
overseas)
Determination of May include but not limited to:
components of costs  Advice from supervisor or manager, more experienced colleagues,
customs brokers, training staff, technical experts
 Previous history of international movement of goods involving
same or comparable countries
 Quotation or reference to existing tender or contract
 Reference material within the organisation, training providers,
professional libraries, trade journals or accessing internet or
organisation's intranet
 Tables of fees and charges
Relevant parties May include but not limited to:
 Ethiopian and international regulatory bodies
 Client (seller and buyer)
 Financial institutions
 Non-regulatory government agencies
 Other personnel within the organisation
Services May include but not limited to:
 Air freight
 Ocean freight
 Rail transport
 Road transport
 Warehousing and storage en route
Communication May include but not limited to:
 Electronic Data Interchange (EDI)
 Email
 Fax
 Interactive services used to communicate with the Ethiopian
Customs Service Integrated Cargo System (ICS)
 Letter
 Radio
 Telephone
Problems May include but not limited to:
 Delays in transit at transfer from one mode of transport to another
or at international borders
 Insurance claims as a result of damage to goods during transit
 Other problems arising due to weather, industrial action, political

unrest
Evidence Guide
Competence  Providing assistance in the process of both importing and
exporting goods
 Contributing to cost calculations
 Providing assistance in completing documentation and
communicating with carriers
 Knowledge of legislation, codes of practice and national standards
relevant to the work role
Knowledge and  Identification and overview knowledge of key provisions of
Attitudes relevant legislation from all levels of government that affects
as:
 Customs Act
 Dangerous Goods Act
 International Commercial Terms (INCOTERMS)
 Trade modernization legislation: Customs Legislation
Amendment and Repeal Act, Import Processing Charges Act,
Customs Depot Licensing Charges Amendment Act
 Trade Practices Act
 Warsaw Convention
 World Trade Organization determinations
 Significant trade routes and modes of transport
 International and Ethiopian regulatory bodies and their roles and
responsibilities
 Penalties for incorrect customs declarations
Underpinning Skills Demonstrate skills of:
 Culturally appropriate communication skills to relate to people
 Literacy skills to read and create documentations relation to the
import and export of goods
 Numeracy skills to perform cost calculations
 Communication skills to resolve disputes or problems with carriers

Unit Title
required to develop and implement financial control systems. It involves
controlling cost and budget, maintaining store accounting systems and
developing and negotiating budget allocations relating to marketing
activities.

1. 1. Control costs. 1.1 Cost reduction measures are implemented according to store
1.2 Information on costs and resource allocation are assessed and
interpreted.
1.3 Team members are encouraged actively to control costs in their
areas of responsibility.
1.4 Recommendations are promptly implemented for improving cost
reduction or communicated to relevant personnel.
2. Control budget. 2.1 Expenditure is monitored and maintained within budget targets
2.2 Actual income and expenditure are compared to budget targets at
regular intervals, according to store policy.
2.3 Gross profit and loss figures are monitored and analyzed by
department or section and store, and compared with budget targets.
2.4 Net profit figures, including floor space profitability are monitored
and analyzed according to budget targets.
2.5 Stock turnover figures are monitored and analyzed according to
budget targets.
2.6 Relevant personnel are promptly informed where potential occurs
for budget under or overspend.
2.7 Prompt corrective action is taken where significant deviations from
budget occur.
2.8 Necessary changes or allocations to agreed budget are negotiated in
advance of requirement.
2.9 Modifications to existing budgets are authorized according to store
policy.
3. Propose 3.1 Estimates of costs and benefits are supported by valid, relevant
expenditure. information.
3.2 Final recommendations are supported by realistic alternatives and
contain accurate, clear proposals.
3.3 Recommendations have clearly indicated net benefits over
designated timeframe and related changes in operations.

3.4 Contentious issues are clarified by further explanation.
3.5 Estimates to actual costs and benefits are compared to improve
future proposals.
4. Maintain store 4.1 Store policy and procedures are managed and maintained in regard
accounting to record-keeping systems.
systems.
4.2 Store systems are monitored and maintained for recording sales
figures, revenue and expenditure.
4.3 Systems are monitored and maintained for recording and retrieving
financial, personnel and payroll information as required by store
policy.
5. Prepare store 5.1 Store policy and procedures are maintained in regard to preparation
sales budgets. of budget or target figures.
5.2 Budget and actual sales revenue and expenditure figures are
compared, analyzed, documented and reported according to budget
targets and store policy.
5.3 Accurate records on past sales budgets or targets are maintained
5.4 Proposed budgets or targets are presented accurately and concisely.
5.5 Variations to proposed targets and report are justified according to
store policy.
6. Negotiate 6.1 Budget negotiations are conducted within a set timeframe and in a
budgets. manner likely to promote good relationships.
6.2 Budget negotiations are ensured to reflect the overall store policies
and objectives relevant to the manager’s area of responsibility.
6.3 Clarification is sought where areas of uncertainty or disagreement
occur.
6.4 All relevant personnel are informed promptly of budget decisions.
6.5 Proposals are presented clearly, concisely, in an appropriate form,
and emphasizing benefits to store operation.
Variable Range
procedures  Financial management
 Reporting mechanisms
 Resource utilisation
 Capital and overhead costs
 Interest rates
 Stock, materials and equipment
 Staffing levels
 Operational costs.
 Direct observation

 Written reports
 Numerical data
Resource May include but not limited to:
 People
 Materials
 Equipment and technology
 Finances
 Time
Team members May include but not limited to:
 Full-time, part-time, casual or contract staff
 People with varying degrees of language and literacy levels
Communicating May include but not limited to:
 Formal and informal
 With individuals or groups
 Written, faxed, emailed or spoken
 Relevant managers
 Supervisor
 Team leader
Proposals May include but not limited to:
 Profitability
 Productivity
 Quality of service
 Environmental impact
 Working conditions
 Working relationships
 Team motivation
 Long-term goals
 Short-term goals
Record keeping May include but not limited to:
systems  Manual
 Computerised
Budget or target May include but not limited to:
figures  Sales
 Cash flow
 Net profit
 Payroll
 Staff expenditure
 Capital
 Maintenance
 Advertising and promotion
Evidence Guide
Competence  Consistently negotiate, develop and implement store budgets
according to store policy and procedures
 Monitor, analyse and report on income and expenditure against
budgets according to store policy and procedures
 Manage and maintain accurate accounting systems according to
store policy and procedures
 Develop and maintain store policy and procedures in regard to store
sales budgets or targets
Knowledge  Store policy and procedures in regard to:
 Financial management
 Resource utilization
 Store revenue
 Capital and overhead costs
 Interest rates
 Pricing policies, including GST requirements
 Cost of stock, materials and equipment
 Staffing costs
 Operational costs
 Principles and techniques in:
 Interpersonal communication
 Monitoring resource utilization and costs
 Analyzing efficiency and effectiveness
 Cost-benefit analysis
 Differential analysis
 Risk analysis
 Encourage team members to control costs
 Provide information to relevant personnel where potential occurs for
budget under or overspend
 Negotiate budgets and provide information on budget decisions
 Ask questions to identify and confirm requirements
 Use language and concepts appropriate to cultural differences
 Use and interpret non-verbal communication
 Manage, prepare, negotiate and complete budgets within set
timeframes
 Write and present reports
 Compile and analyze budgetary figures
Assessment Interview / Written Test
Observation / Demonstration with Oral Questioning

Unit Title
required to establish prices for products or services to ensure business
targets are achieved according to identified market trends and business
targets and agreed trading terms.

1. 1. Confirm market 1.1 Analyze market research and forecasts to ascertain supply of and
research and demand for products and services.
forecasts. 1.2 Assess fundamentals affecting supply and demand in the
marketplace.
1.3 Review historical data and current forecasts.
1.4 Determine opportunity for products or services to penetrate new
markets.
2. Set price for 2.1 Determine cost of providing products and services.
goods or services. 2.2 Determine prices and profit margins.
2.3 Apply relevant business policy and procedures to manage changes
to prices.
2.4 Analyze margins and risk.
2.5 Review future market and business objectives and performance
indicators.
2.6 Consider impact of government, taxation and financial market
trends prior to setting price.
2.7 Set price.
3. Announce price
3.1 Assess mechanisms for communicating current and future prices.
for goods or
services. 3.2 Consider future price trends and information relevant to the specific
market prior to announcing new price structures.
3.3 Determine best alternatives to communicate and secure prices.
Calculate variable cost
4. Establish trading 4.1 Analyze profitability and parameters for shaping trading terms.
terms for the
business. 4.2 Analyze long term forecasted impact of trading terms established
with individual customers.
4.3 Confirm processes for approving trading terms.
4.4 Establish supplier trading terms.
4.5 Finalize business customer trading terms.
4.6 Finalize direct customer trading terms.
4.7 Approve trading terms according to business policy and procedures.
Variable Range
Market research and May include but not limited to:
forecasts
 Encompass:
 Sales
 Cash flow
 Net profit
 Payroll
 Staff expenditure
 Capital
 Maintenance costs
 Market trends.
Factors influencing May include but not limited to:
prices and profit  Profit margin
margins  Volume of sales
 Market share
 Competitor activities
 Quality
 Presentation or merchandising of the product
 Associated sales
 Associated promotions promotional tie-ins or co-location.
procedures  Sale of goods and services
 Pricing of merchandise
 Communicating with customers and suppliers
 Setting trading terms
Mechanisms for May include but not limited to:
communicating  Manual or electronic catalogues
 Public notification
 Print and visual media
 Electronic media and means
 Verbal
 Annual reports
 Internal or external price reports
 Seasonal reports people
Trading terms May include but not limited to:
 Pricing
 Delivery
 Partnerships and exclusivity
 Credit and payment terms.
 New and existing customers
 Internal or external customers
 Business customers or individuals
 Customers with a range of social, cultural and ethnic backgrounds
and physical and mental abilities
 Customers with routine or special needs
Evidence Guide

competency  Establishes trading terms to meet business outcomes
 Maintains business relationships and profit margins over time
 Communicates prices in the most effective and efficient manner
 Identifies and responds to impact of forecasts and research on prices
 Ability to anticipate and respond to competitor activities and pricing
policies
 Ability to manage prices for a range of products or services within a
customer, geographic or market area (e.g. Trading terms,
communication to customers and businesses, risk analysis, margin
identification)
 Maintains sustainable business targets in consideration of margins,
market share, customer relationships and trading terms.
Knowledge and  Business or sample policy and procedures in regard to price
Attitudes management
 An accounting system
 Budgetary information
 Relevant documentation, such as:
 Financial and market reports
 Business policy and procedures manuals
 A variable market.
 A real or simulated work environment
 Differential analysis
 Risk analysis
Methods of A range of assessment methods should be used to assess practical skills
assessment and knowledge. The following examples are appropriate for this unit:
 Observation of performance in the workplace
 Third-party reports from a supervisor
 A case studies
 Written or verbal questioning to assess knowledge and
understanding
 Interview / Written Test

Unit Title
required to manage distribution relationships to ensure supply from a
retail or wholesale business meets operational and customer
requirements.

1. Manage 1.1 Review distribution and supply agreements with business
purchasing Customers to ensure they are legally enforceable.
agreements with 1.2 Amend existing supply and distribution agreements to meet
business Agreed business customer and end consumer needs.
customers 1.3 Negotiate new supply and distribution agreements according
To business policy and procedures and legal requirements.
1.4 Implement supply and distribution agreements to achieve
Agreed business and customer objectives.
1.5 Communicate supply and distribution licenses and
Agreements to relevant personnel.
2. Monitor supply 2.1 Set measures and determinants of effective supplier Relationships
arrangements with between the retail or wholesale business and Customers.
business 2.2 Monitor ability of retail or wholesale business to meet Obligations
customers. under supply and distribution agreements.
2.3 Determine satisfaction of customers with supply and Distribution
of retail or wholesale products and services.
2.4 Investigate customer complaints or reported problems with Supply
and distribution systems.
2.5 Resolve reported problems or customer complaints with Supply
and distribution systems and remove root causes.
3. Introduce product 3.1 Inform managers and staff of new product ranges and advise
range. Of preferred location of merchandise.
3.2 Implement staff training in product knowledge to introduce
Product range.
3.3 Demonstrate or display new product ranges to staff According to
business merchandising plan
4. Monitor quality 4.1 Establish merchandise quality standards with suppliers
control of supply 4.2 According to legal requirements, customer requirements and
and distribution. Business policy.
4.3 Monitor and ensure quality of merchandise during supply,
Manufacture and delivery processes.
4.4 Record stock return figures and analyses against target Figures.
Variable Range
Distribution and May include but not limited to:
supply agreements  Delivery of product
 Pprovision of services
 Mmaintenances and support agreements
 Leasing agreements and consultancies
 Research and development.
Business customer May include but not limited to:
and end consumer  Demographics
needs  Economics
 Competition
 Social and cultural factors
 Political influences
 Legal factors
 Natural factors
 Technology
procedures  Supply and distribution of merchandise
 Interacting with customers
 Approval processes
 Negotiating supply and distribution agreements.
Legal requirements May include but not limited to:
 Contract law
 Trade practices and fair-trading acts
 Pricing procedures, including inclusion or exclusion of gst.
Business and May include but not limited to:
customer objectives  Time management
 Standards of work
 Quality
 Quantity
 Observance of policy and procedures
 Meeting legislative requirements
 Financial control
 Inventory control
 Risk management
 Loss prevention.
 Manager or supervisor
 Manage distribution processes
 Colleagues
 Business or area manager
 Internal or external logistics personnel
 Business customer contacts
 End consumers
 Internal or external contacts
 Local, regional, interstate or international customers
 People from a range of social, cultural and ethnic backgrounds and
Managers and staff May include but not limited to:
 Full-time, part-time or casual or contract staff
 Staff under contract
 People with varying degrees of language and literacy
 People from a range of cultural, social and ethnic backgrounds
 People with a range of responsibilities and job descriptions.
Training May include but not limited to:
 Formal or informal training
 Coaching or mentoring
 Informational seminars
 Written information
Merchandising plan May include but not limited to:
 Business culture
 Current market position
 Merchandise and product range
 Pricing, labelling and packaging requirements.
Suppliers May include but not limited to:
 Local or overseas
 Existing or new contacts
 Internal or external.
Evidence Guide
Competence  Consistently negotiate, develop and implement store budgets
according to store policy and procedures
 Monitor, analyse and report on income and expenditure against
budgets according to store policy and procedures
 Manage and maintain accurate accounting systems according to store
policy and procedures
 Develop and maintain store policy and procedures in regard to store
sales budgets or targets
Knowledge  Store policy and procedures in regard to:
 Financial management
 Resource utilization
 Store revenue
 Capital and overhead costs
 Interest rates
 Pricing policies, including GST requirements
 Cost of stock, materials and equipment
 Staffing costs
 Operational costs
 Principles and techniques in:
 Interpersonal communication
 Monitoring resource utilization and costs
 Analyzing efficiency and effectiveness
 Cost-benefit analysis
 Differential analysis
 Risk analysis
 Encourage team members to control costs
 Provide information to relevant personnel where potential occurs for
budget under or overspend
 Negotiate budgets and provide information on budget decisions
 Ask questions to identify and confirm requirements
 Use language and concepts appropriate to cultural differences
 Use and interpret non-verbal communication
 Manage , prepare, negotiate and complete budgets within set
timeframes
 Write and present reports
 Compile and analyze budgetary figures
Assessment Interview / Written Test
Observation / Demonstration with Oral Questioning

Unit Title Monitor Implementation of Work Plan/Activities
Unit Descriptor This unit covers competence required to oversee and monitor the quality
of work operations within an enterprise, monitor and improve workplace
operations, planning and organising workflow activities and maintaining
workplace records to solve problems and make decisions to create
sustainable and productive work environment.

1. Monitor and 1.1 Efficiency and service levels are monitored on an ongoing basis.
improve 1.2 Operations in the workplace support overall enterprise goals and
workplace quality assurance initiatives.
operations
1.3 Quality problems and issues are promptly identified and adjustments
are made accordingly.
1.4 Procedures and systems are changed in consultation with colleagues
to improve efficiency and effectiveness.
1.5 Colleagues are consulted about ways to improve efficiency and
service levels.
2. Plan and organise 2.1 Current workload of colleagues is accurately assessed.
workflow 2.2 Work is scheduled in a manner which enhances efficiency and
customer service quality.
2.3 Work is delegated to appropriate people in accordance with
principles of delegation.
2.4 Workflow is assessed against agreed objectives and timelines and
colleagues are assisted in prioritisation of workload.
2.5 Input is provided to appropriate management regarding staffing
needs.
3. Maintain 3.1 Workplace records are accurately completed and submitted within
workplace records required timeframes.
3.2 Where appropriate completion of records is delegated and monitored
prior to submission.
4. Solve problems 4.1 Workplace problems are promptly identified and considered from an
and make operational and customer service perspective.
decisions 4.2 Short term action is initiated to resolve the immediate problem where
appropriate.
4.3 Problems are analysed for any long term impact and potential
solutions are assessed and actioned in consultation with relevant
colleagues.
4.4 Where problem is raised by a team member, they are encouraged to
participate in solving the problem.
4.5 Follow up action is taken to monitor the effectiveness of solutions in
the workplace.
Variables Range
Problems May include but not limited to:
 difficult customer service situations
 equipment breakdown/technical failure
 delays and time difficulties
 competence
Workplace records May include but is not limited to:
 staff records
 regular performance reports
Evidence Guide
Competence  ability to effectively monitor and respond to a range of common
operational and service issues in the workplace
 understanding of the role of staff involved in workplace monitoring
 knowledge of quality assurance, principles of workflow planning,
delegation and problem solving
Knowledge and  roles and responsibilities in monitoring work operations
Attitudes  overview of leadership and management responsibilities
 principles of work planning and principles of delegation
 typical work organization methods appropriate to the sector
 quality assurance principles and time management
 problem solving and decision making processes
 industrial and/or legislative issues which affect short term work
organization as appropriate to industry sector
Underpinning Skills Demonstrate skills to:
 monitor and improve workplace operations
 plan and organize workflow
 maintain workplace records
Resource Access is required to real or appropriately simulated situations, including
Implications work areas, materials and equipment, and to information on workplace

Unit Title Identify and Apply Risk Management Processes
required to identify risks and to apply established risk management
processes to a subset of an organisation or project's operations that are
within the person's own work responsibilities and companies operation.

1. Identify risks 1.1 The context is identified for risk management
1.2 Risks are identified using tools, ensuring all reasonable steps have
been taken to identify all risks
1.3 Identified risks are documented in accordance with relevant policies,
procedures and legislation
2. Analyze and 2.1 Risks are analyzed and documented in consultation with relevant
evaluate risks stakeholders
2.2 Risk categorization is undertaken and level of risk determined
2.3 Analysis processes and outcomes are documented
3. Treat risks 3.1 Appropriate control measures are determined for risks and assessed
for strengths and weaknesses
3.2 Control measures are identified for all risks
3.3 Risks relevant to whole of organization or having an impact beyond
own work responsibilities and area of operation are referred to
others as per established policies and procedures
3.4 Control measures are chosen and implemented for own area of
operation and/or responsibilities
3.5 Treatment plans are prepared and implemented
4. Monitor and 4.1 Implemented treatment/s is/are regularly reviewed against measures
review of success
effectiveness of 4.2 Review results are used to improve the treatment of risks
risk treatment/s 4.3 Assistance is provided to auditing risk in own area of operation
4.4 Management of risk is monitored and reviewed in own area of
operation
Variable Range
Context May include but not limited to:
 Any related projects or organisations
 Any resources, including physical assets, which are vital to
operations
 Key operational elements and service of the organisation
 Organisation or project, how it is organised and its capabilities
 Own role and responsibilities in relation to overall project or
organisation design
Risks May include but not limited to:
 Commercial and legal relationships
 Economic circumstances and scenarios
 Human behaviour
 Individual activities
 Management activities and controls
 Natural events
 Political circumstances
 Positive risk
 Technology - technological issues
Tools May include but not limited to:
 Documentation to assist in process of identifying risk, and assessing
impact and likelihood of occurrence
 Standard instruments developed for the organisation and
contextualised for sections of the workplace's operations, such as
checklists and testing procedures
 Tools to prioritise risks, including where relevant, numerical scoring
systems for risks
Stakeholders May include but not limited to:
 Contractors
 Employees
 Financial managers
 Insurance agents
 Managers
 Public
 Service providers
 Suppliers
 Unions
 Volunteers
Risk categorisation May include but not limited to:
 Likelihood of risks:
Almost certain
Likely
Possible
Unlikely
Rare
 Consequences of risks:
Insignificant
Minor
Moderate
Major
Catastrophic
Current control measures
Level of risk May include but not limited to:
 Low, treated with routine procedures
 Moderate, with specific responsibility allocated for the risk, and
monitoring and response procedures implemented
 High, requiring action, as it has potential to be damaging to the
organisation or project
 Extreme, requiring immediate action, as it has potential to be
devastating to the organisation or project
Control measures May include but not limited to:
 Hierarchy of controls:
Reduction in likelihood of risks
Reduction of consequences of risks
Retention of risks
Risk aversion
Transfer of responsibility of risks
Measures of success May include but not limited to:
 Costs
 Reductions in impact
 Reductions in likelihood
 Reductions in occurrence
Evidence Guide
competence  Identification, analysis and evaluation of risks
 Demonstrated understanding of personal role in relation to wider
organizational or project context
 Demonstrated understanding of risk management processes and
procedures
Knowledge and  National standards for risk management
Attitudes  Key provisions of relevant legislation from all levels of government
that may affect aspects of business operations, such as:
 Anti-discrimination legislation
 Codes of practice
 Privacy laws
 Environmental issues
 Occupational health and safety
 Organizational policies and procedures relating to risk management
processes and strategies
 Auditing requirements relating to risk management
 Literacy skills sufficient to read and understand a variety of texts;
and to write, edit and proofread documents to ensure clarity of
meaning, accuracy and consistency of information
 Research and data collection skills to monitor and evaluate risks
 Problem-solving skills to appropriately address identified risks

Acknowledgement
We wish to extend thanks and appreciation to the many representatives of business, industry, academe and government agencies who donated their
time and expertise to the development of this occupational standard.
We would like also to express our appreciation to the Staff and Experts of Ministry of Lobar and Skill who made the development of this
occupational standard possible.
This occupational standard was developed on December 2021 at Adama.
Participants Profile
Occupation: -Marketing and Sales Management
Level- II- IV
S.n Name of Expert Name of Institution/ Qualification Contact Address Remark
o Company Tel E-mail
1. Fitsum Tsegaye Ministry of Trade &  MA in Development Economics +251912031125 fitse1929@gmail.com
Gebreab Industry (CCIIDI)  BA in Marketing management
2. Million Mosissa ODAA Integrated  MBA (Masters of Business +251911468684 millionmosissa@gmail.com

Mamo Transports Share Administration
Company  BA in Marketing and Sales Management
3. Genene Bekele Endale Harambe university  BA in Marketing and Sales Management +251930292703 genenebekele6gmail.com
4. Ashenafi Worku Ministry of Lobar  BA- Purchasing and Supplies Mgt. +251912155038 Ashenafiworku1550@gmail.com
and Skill  BSC.-Civil Engineering

OS Marketing Level II-IV

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Federal Democratic Republic of Ethiopia

MARKETING AND SALES

Ministry of Lobar and Skill

A Unit of Competence describes a distinct work activity. It is documented in a standard format

Marketing and Sales management

LSA MSM2 04 1221 LSA MSM2 05 1221 LSA MSM2 06 1221

LSA MSM2 07 1221 LSA MSM2 08 1221

Occupational Standard: Marketing and Sales Management

LSA MSM3 04 1221 LSA MSM3 05 1221 LSA MSM3 06 1221

LSA MSM3 07 1221 LSA MSM3 08 1221 LSA MSM3 09 1221

LSA MSM3 10 1221 LSA MSM3 11 1221 LSA MSM3 12 1221

Marketing and Sales management

LSA MSM4 01 2021 LSA MSM4 02 2021 LSA MSM4 03 2021

LSA MSM 4 04 2021 LSA MSM4 05 2021 LSA MSM4 06 2021

LSA MSM4 07 2021 LSA MSM4 08 2021 LSA MSM4 09 2021

LSA MSM 4 10 2021 LSA MSM4 11 2021 LSA MSM4 12 2021

Marketing and Sales management

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Occupational Standard: Marketing and Sales Management Level II

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Elements Performance Criteria

7. Provide sales 7.1 Verify customer satisfaction after delivery/installation

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Elements Performance Criteria

Occupational Standard: Marketing and Sales Management Level II

Marketing and Sales management

Marketing and Sales management

Marketing and Sales management

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Underpinning Skills Demonstrates skills of:

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Marketing and Sales management

Marketing and Sales management

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Occupational Standard: Marketing and Sales Management Level III

Elements Performance Criteria

Marketing and Sales management

Marketing and Sales management

Marketing and Sales management

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management

Elements Performance Criteria

Marketing and Sales management