INTRODUCTION TO MARKETING CONCEPTS

Introduction to Marketing Concepts provides members with the opportunity to demonstrate knowledge around introductory competencies in marketing. This competitive event consists of an objective test. It aims to inspire members to learn about basic marketing principles, actions needed to promote and sell products or services.

 

Event Overview

Division: High School (9th & 10th graders only)
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: Sharpened pencil, Fully powered device for online testing, Photo Identification, Conference-provided nametag, Attire that meets the Florida FBLA Dress Code

 Objective Test Competencies

·         Marketing Fundamentals
·         Product/Service Management
·         Channel Management
·         Marketing-Information Management
·         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.

District

Check with your District leadership for District-specific competition information.

State

Eligibility

·         FBLA membership dues are paid by 11:59 pm Eastern Time on December 1 (or earlier date specified by District Director) of the current program year.
·         Members may compete in an event at the State Leadership Conference (SLC) more than once if they have not previously placed in the top 10 of that event at the National Leadership Conference (NLC). If a member places in the top 10 of an event at the NLC, they are no longer eligible to compete in that event.
·         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 district may be represented by participant(s) based on the Florida FBLA scaled quota system found on the Florida FBLA website.
·         Each member can only compete in one individual/team event and one chapter event (Community Service Project, Local Chapter Annual Business Report).
·         Identification: Competitors must present valid photo identification (physical) that matches the name on their conference name badge. Acceptable forms include a driver’s license, passport, state-issued ID, or school ID.
·         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.
·         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 is 5.

Event Administration

·         This event is an objective test administered at the SLC.
·         No reference or study materials may be brought to the testing site.
·         No calculators may be brought into the testing site.

Scoring

·         Each correct answer is worth one point.

·         No points are deducted for incorrect answers.

·         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 State Leadership Conference are considered official and will not be changed after the conclusion of the State 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, watches, 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 you are competing on the National level, be sure to see the National guidelines at https://www.fbla.org/divisions/fbla/fbla-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.

Marketing Fundamentals (20 test items) 

  • Describe marketing functions and related activities (MK:002, LAP-MK-002) (CS) 

  • Explain marketing and its importance in a global economy (MK:001, LAP-MK-901) (CS) 

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

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

  • Explain employment opportunities in marketing (PD:024, LAP-PD-024) (CS) 

  • Explain factors that influence customer/client/business buying behavior (MK:014, LAP-MK-014) (SP) 

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

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

 

Product/Service Management (20 test items) 

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

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

  • Describe the uses of grades and standards in marketing (PM:019, LAP-PM-019) (CS) 

  • Explain warranties and guarantees (PM:020, LAP-PM-920) (CS) 

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

  • Describe factors used by marketers to position products/services (PM:042, LAP-PM-042) (SP) 

  • Explain the nature of product/service branding (PM:021, LAP-PM-021) (SP) 

 

Channel Management (10 test items) 

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

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

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

 

 

Marketing-Information Management (10 test items) 

  • Describe the need for marketing data (IM:012, LAP-IM-012) (CS) 

  • Identify data monitored for marketing decision making (IM:184, LAP-IM-184) (SP) 

  • Explain the nature and scope of the marketing-information management function (IM:001, LAP-IM-001) (SP) 

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

 

Pricing (5 test items) 

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

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

 

Promotion (15 test items) 

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

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

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

  • Explain types of advertising media (PR:007, LAP-PR-007) (SP) 

 

Selling (20 test items) 

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

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

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

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

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

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