foundations of marketing

Foundations of Marketing challenges members to demonstrate their understanding of basic marketing concepts through an objective test. This event covers topics such as market research, branding, promotion, consumer behavior, and the marketing mix used to effectively reach and engage target audiences.

Event Overview

Division: Collegiate
Event Type: Individual
Event Category: Objective Test, 100-multiple choice questions (breakdown of question by competencies below)
Objective Test Time: 50 minutes

Educational Alignments

Items Competitor Must Provide: Pencil, Computer, Conference-provided nametag, Photo identification, Attire that meets the Florida FBLA Dress Code.

Items FBLA Must Provide: Testing log-in information

This event is intended for students who are early in their collegiate academic journey and just beginning their study of marketing. Only members who have completed no more than six credit hours on a semester schedule (or the equivalent number of quarter hours) of college-level marketing coursework by May 1, 2027, are eligible to compete.

Knowledge Areas

• Product/Service Management
• Channel Management
• Market Research
• Market Planning
• Pricing
• Promotion
• Selling

Test questions are based on the knowledge areas and objectives outlined for this event. Detailed objectives can be found in the study guide included in these guidelines.


State

Eligibility

·         FBLA membership dues are paid by 11:59 pm Eastern Time on February 1st of the current program year.

·         Members must be registered for the SLC and pay the state conference registration fee in order to participate in competitive events.

·         Members must stay within the official FBLA housing block of the official FBLA hotel to be eligible to compete.

·         Each chapter may submit six students in this event.

·         On the state level, each member can compete in up to three different events in the following combinations: three objective tests OR two objective tests and one presentation OR two objective tests and one production or one objective test and two production OR one objective test, one presentation, and one production. Students may enter the Christopher Heider, Rob Kelleher, Who’s Who event, and one Chapter event (Community Service, State of the Chapter) in addition to their above chosen events.

·         Picture identification (physical or digital: driver’s license, passport, state-issued identification, or school-issued identification) matching the conference nametag is required when checking in for competitive events.

·         If competitors are late for an objective test, they may be either disqualified or permitted to begin late with no extension of the time as scheduled. This is at the discretion of the proctor.

·         Participants must adhere to the Florida FBLA dress code established by the Florida Board of Directors or they will not be permitted to participate in the competitive event.

Recognition

·         The number of competitors will determine the number of winners. The maximum number of winners for each competitive event on the state level is 4.

Event Administration

·         This event is an objective test administered prior to the SLC. Advisers will be sent information regarding testing requirements.

·         No reference or study materials may be brought to the testing site.

·         No calculators may be brought into the testing site; online calculators will be provided through the testing software.

Scoring

·         Ties are broken by comparing the correct number of answers to the last 10 questions on the test. If a tie remains, answers to the last 20 questions on the test will be reviewed to determine the winner. If a tie remains, the competitor who completed the test in a shorter amount of time will place higher.

·         Results announced at the National Leadership Conference are considered official and will not be changed after the conclusion of the National Leadership Conference.

Americans with Disabilities Act (ADA)

·         FBLA complies with the Americans with Disabilities Act (ADA) by providing reasonable accommodations for competitors. Accommodation requests must be submitted through the conference registration system by the official registration deadline. All requests will be reviewed, and additional documentation may be required to determine eligibility and appropriate support.

Penalty Points

·         Competitors may be disqualified if they violate the Competitive Event Guidelines or the Honor Code.

Electronic Devices

·        Unless approved as part of a documented accommodation, all cell phones, smartwatches, electronic devices, and headphones must be turned off and stored away before the competition begins. Visible devices during the event will be considered a violation of the FBLA Honor Code.

National

If competing at the National level, be sure to see the National guidelines at https://www.fbla.org/collegiate/competitive-events/

Study Guide: Knowledge Areas and Objectives

This study guide outlines the skills and knowledge assessed for this event. Objectives followed by a two-letter, three-digit code in parentheses are aligned to the National Business Administration Standards from MBA Research and Curriculum Center. Some objectives reference MBA Research’s Learning Activity Packages (LAPs), which are instructional resources with readings, activities, and assessments available exclusively to teacher advisers. For more information, visit MBAResearch.org/FBLA. 

Important Notice Regarding Test Preparation 

MBA Research materials are not required to study for or prepare for FBLA competitive event tests. MBA Research provides curriculum and instructional resources directly to teachers and does not administer or manage individual student testing or competition participation. 

Note for members and parents: All questions related to tests, study materials, scores, or competition guidelines should be directed to the local FBLA adviser. Only teacher advisers should contact MBA Research directly. 

Product/Service Management (20 test items)  

  1. Explain the nature and scope of the product/service management function (PM:001, LAP-PM-001) (SP)  

  2. Identify the impact of product life cycles on marketing decisions (PM:024, LAP-PM-024) (SP)  

  3. Describe the use of technology in the product/service management function (PM:039) (SP)  

  4. Explain business ethics in product/service management (PM:040, LAP-PM-040) (SP)  

  5. Identify product opportunities (PM:134) (SP)  

  6. Generate product ideas (PM:128) (SP)  

  7. Explain the concept of product mix (PM:003, LAP-PM-003) (SP)  

  8. Describe the nature of product bundling (PM:041) (SP)  

  

Channel Management (10 test items)  

  1. Explain the nature and scope of channel management (CM:001, LAP-CM-001) (CS)  

  2. Explain the nature of channels of distribution (CM:003, LAP-CM-003) (CS)  

  3. Describe the use of technology in the channel management function (CM:004) (CS)  

  4. Explain legal considerations in channel management (CM:005) (SP)  

  5. Describe ethical considerations in channel management (CM:006, LAP-CM-006) (SP)  

  

Market Research (10 test items) 

Explain the nature of marketing research (IM:010, LAP-IM-010) (SP)  

  1. Discuss the nature of marketing research problems/issues (IM:282, LAP-IM-282) (SP)  

  2. Describe methods used to design marketing research studies (i.e., descriptive, exploratory, and causal) (IM:284, LAP-IM-284) (SP)  

  3. Describe options businesses use to obtain marketing research data (i.e., primary and secondary research) (IM:281, LAP-IM-281) (SP)  

  4. Describe data-collection methods (e.g., observations, mail, diaries, phone, internet, discussion groups, interviews, scanners, tracking tools) (IM:289, LAP-IM-289) (SP)  

Market Planning (10 test items)  

  1. Explain the concept of marketing strategies (MP:001, LAP-MP-001) (CS)  

  2. Explain the concept of market and market identification (MP:003, LAP-MP-003) (CS)  

  3. Explain the nature of marketing planning (MP:006) (SP)  

  4. Explain the nature of marketing plans (MP:007, LAP-MP-007) (SP)  

  

Pricing (10 test items)  

  1. Explain the nature and scope of the pricing function (PI:001, LAP-PI-001) (SP)  

  2. Describe the role of business ethics in pricing (PI:015, LAP-PI-015) (SP)  

  3. Explain the use of technology in the pricing function (PI:016) (SP)  

  4. Explain legal considerations for pricing (PI:017) (SP)  

  5. Explain factors affecting pricing decisions (PI:002, LAP-PI-902) (SP)  

  

Promotion (20 test items)  

  1. Explain the role of promotion as a marketing function (PR:001, LAP-PR-901) (CS)  

  2. Explain the types of promotion (i.e., institutional, product) (PR:002, LAP-PR-902) (CS)  

  3. Identify the elements of the promotional mix (PR:003, LAP-PR-903) (SP)  

  4. Describe the use of business ethics in promotion (PR:099, LAP-PR-099) (SP)  

  5. Describe the use of technology in the promotion function (PR:100) (SP)  

  6. Describe the regulation of promotion (PR:101) (SP)  

  7. Explain the nature of a promotional plan (PR:073) (SP)  

  

Selling (20 test items)  

  1. Explain the nature and scope of the selling function (SE:017, LAP-SE-017) (CS)  

  2. Explain the role of customer service as a component of selling relationships (SE:076, LAP-SE-076) (CS)  

  3. Explain company selling policies (SE:932, LAP-SE-932) (CS)  

  4. Explain key factors in building a clientele (SE:828, LAP-SE-828) (SP)  

  5. Explain legal and ethical considerations in selling (SE:106, LAP-SE-106) (SP)  

  6. Describe the use of technology in the selling function (SE:107) (SP)  

  7. Acquire product information for use in selling (SE:062, LAP-SE-062) (CS)

  8. Analyze product information to identify product features and benefits (SE:109, LAP-SE-109) (SP)  

  9. Explain the selling process (SE:048, LAP-SE-048) (CS)