SEMsell

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SEM-08 State Event

An Association of Marketing Students ®

OCCUPATIONAL CATEGORY Sports and Entertainment Marketing Series

INSTRUCTIONAL AREA Selling

PARTICIPANT INSTRUCTIONS

PROCEDURES

1. The event will be presented to you through your reading of these instructions, including the Performance Indicators and Event Situation. You will have up to 10 minutes to review this information to determine how you will handle the role-play situation and demonstrate the performance indicators of this event. During the preparation period, you may make notes to use during the role-play situation.

2. You will give an ID label to your adult assistant during the preparation time.

3. You will have up to 10 minutes to role-play your situation with a judge (you may have more than one judge).

4. You will be evaluated on how well you meet the performance indicators of this event. 5. Turn in all your notes and event materials when you have completed the role-play.

PERFORMANCE INDICATORS

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SEM-08 State Event

EVENT SITUATION

You are to assume the role of sales manager for HOLLYWOOD THEATER. Your manager (judge) has asked you to provide strategies to increase business for the movie theater during the hot summer months.

HOLLYWOOD THEATER, located in a city with a variable climate, has eight movie screens that can each accommodate 600 people. Business at HOLLYWOOD THEATER is very strong during the cold winter months; however, in the summer months, the movie theater’s revenue declines 40 percent. Tickets at HOLLYWOOD THEATER cost $8.

Recently, several drive-in theaters in the area have captured the interest of many movie enthusiasts. The outdoor theaters seem to be making a nostalgic comeback from three or four decades ago. The new outdoor theaters not only allow customers to watch movies from their cars, they also offer comfortable picnic settings where customers bring an outdoor meal to eat while lounging in comfortable chairs to watch the movies under the stars. Drive-in theaters charge $8 per person or a maximum of $30 per any four-door vehicle. The carload rate has been very popular.

HOLLYWOOD THEATER was built four years ago and recently received a significant facelift that included new, more comfortable seats, a better sound system and a great heating/cooling system. The spacious lobby gives customers plenty of room to wait for the next movie and to purchase their favorite snacks from the snack bar.

The theater manager (judge) has asked you to present a plan to increase business significantly during the hot summer months and to intercept business from the popular outdoor drive-in theaters. You are also to define a pricing strategy to increase business. The manager (judge) also wants the plan to attract group sales. You must include a strategy to develop relationships with other businesses in the community and special promotions to increase business for HOLLYWOOD THEATER.

You will present your plans in a role-play to take place in the manager’s (judge’s) office. The manager (judge) will begin the role-play by greeting you and asking to hear your plan to increase business during the hot summer months. After you have described your plan and have answered the manager’s (judge’s) questions, the manager (judge) will conclude the role-play by thanking you for your work.

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JUDGE’S INSTRUCTIONS

DIRECTIONS, PROCEDURES AND JUDGE’S ROLE

In preparation for this event, you should review the following information with your event manager and other judges:

1. Procedures

2. Performance Indicators 3. Event Situation

4. Judge Role-play Characterization

Participants may conduct a slightly different type of meeting and/or discussion with you each time; however, it is important that the information you provide and the questions you ask be uniform for every participant.

5. Judge’s Evaluation Instructions 6. Judge’s Evaluation Form

Please use a critical and consistent eye in rating each participant.

JUDGE ROLE-PLAY CHARACTERIZATION

You are to assume the role of manager for HOLLYWOOD THEATER, an eight-screen movie theater complex. You have asked your sales manager (participant) to create a plan to increase business during the summer months.

HOLLYWOOD THEATER, located in a city with a variable climate, has eight movie screens that can each accommodate 600 people. The cost of a ticket is $8. Business at HOLLYWOOD THEATER is very strong during the cold winter months; however, in the summer months, the movie theater’s revenue declines 40 percent. HOLLYWOOD THEATER was built four years ago and recently received a significant facelift that included new, more comfortable seats, a better sound system, and a great heating/cooling system. The spacious lobby gives customers plenty of room to wait for the next movie and to purchase their favorite snacks from the snack bar. HOLLYWOOD THEATER is very busy during the cold winter months; however, business drops by 40 percent

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You have asked the HOLLYWOOD THEATER sales manager (participant) to present a plan to increase business significantly during the hot summer months and to intercept business from the popular outdoor drive-in theaters. You have asked the sales manager (participant) to define a pricing strategy to increase business. You also want the plan to attract group sales. The sales manager (participant) must include a strategy to develop relationships with other businesses in the community and special promotions to increase business for HOLLYWOOD THEATER.

The sales manager (participant) will present the plan to you in a role-play to take place in your office. You will begin the role-play by greeting the participant and asking to hear about his/her ideas.

During the course of the role-play you are to ask the following questions of each participant: 1. What are the costs associated with your plan?

2. Who are the best business partner prospects for HOLLYWOOD THEATER?

3. What disadvantages does a drive-in theater have compared to HOLLYWOOD THEATER?

Once the sales manager (participant) has presented the plan and has answered your questions, you will conclude the role-play by thanking the sales manager (participant) for the work.

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SEM-08 State Event

JUDGE’S EVALUATION INSTRUCTIONS

Evaluation Form Information

The participants are to be evaluated on their ability to perform the specific performance indicators stated on the cover sheet of this event and restated on the Judge’s Evaluation Form. Although you may see other performance indicators being demonstrated by the participants, those listed in the Performance Indicators section are the critical ones you are measuring for this particular event.

Evaluation Form Interpretation

The evaluation levels listed below and the evaluation rating procedures should be discussed thoroughly with your event chairperson and the other judges to ensure complete and common understanding for judging consistency.

Level of Evaluation Interpretation Level

Exceeds Expectations Participant demonstrated the performance indicator in an extremely professional manner; greatly exceeds business standards; would rank in the top 10% of business personnel performing this performance indicator.

Meets Expectations Participant demonstrated the performance indicator in an acceptable and effective manner; meets at least minimal business standards; there would be no need for additional formalized training at this time; would rank in the 70-89th_{percentile of business personnel}

performing this performance indicator.

Below Expectations Participant demonstrated the performance indicator with limited effectiveness; performance generally fell below minimal business standards; additional training would be required to improve knowledge, attitude and/or skills; would rank in the 50-69th_{percentile of}

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DO NOT WRITE ON THIS PAGE. RECORD ALL

SCORESONTHESCANTRONSHEETPROVIDED.

JUDGE’S EVALUATION FORM

SEM-08 State Event

DID THE PARTICIPANT:

1. Explain the nature of a promotional plan?

Little/No Value Below Expectations Meets Expectations Exceeds Expectations

0, 2 4, 6, 8 10, 12, 14 16, 18

Attempts at explaining the nature of a promotional plan were inadequate or weak.

Adequately explained the

nature of a promotional plan. Effectively explained the nature of a promotional plan. Very effectively explained the nature of a promotional plan.

2. Coordinate activities in the promotional mix?

0, 2 4, 6, 8 10, 12, 14 16, 18

Attempts at coordinating the activities in a promotion mix were inadequate or weak.

Adequately coordinated the activities in a promotion mix.

Effectively coordinated the activities in a promotion mix.

Very effectively coordinated the activities in a promotion mix.

3. Explain the nature and scope of the selling function?

0, 2 4, 6, 8 10, 12, 14 16, 18

Attempts at explaining the nature and scope of the selling function were inadequate or unclear.

Adequately explained the nature and scope of the selling function.

Effectively explained the nature and scope of the selling function.

Very effectively explained the nature and scope of the selling function.

4. Determine customer needs?

0, 2 4, 6, 8 10, 12, 14 16, 18

Attempts at determining customer needs were inadequate or weak.

Adequately determined

customer needs. Effectively determined customer needs. Very effectively determined customer needs.

5. Explain key factors in building a clientele?

0, 2 4, 6, 8 10, 12, 14 16, 18

Attempts at explaining key factors in building a clientele were inadequate or weak.

Adequately explained key factors in building a clientele.

Effectively explained key factors in building a clientele.

Very effectively explained key factors in building a clientele.

6. Overall impression and response to the judge’s questions.

0, 1 2, 3, 4 5, 6, 7 8, 9, 10

Demonstrated few skills; could not answer the judge’s questions.

Demonstrated limited ability to link some skills; answered the judge’s questions adequately.

Demonstrated the specified skills; answered the judge’s questions effectively.

Demonstrated skills confi-dently and professionally; answered the judge’s questions very effectively and thoroughly.