Section 5
Planning Guide Sheets
Page 5-1
Knowledge/
Skill
Statement
Understands the techniques and strategies used to foster positive, ongoing
relationships with customers
Instructional
Area
Customer Relations
Performance
Element
Understand the nature of customer relationship management to show its
contributions to a company.
Performance
Indicator
Explain the role of ethics in customer relationship management (CR:017)
Level
Specialist
SCANS
Information 5; Systems 15; Basic Skills 1-2; Thinking Skills 12
21st Century
Skills
Critical Thinking & Problem Solving 1; Communication & Collaboration 1; Leadership
& Responsibility 3
Objectives
a.
b.
c.
d.
e.
f.
g.
Sample
Activity
Define the terms informed consent and integrity.
Describe the importance of trust in customer/business relationships.
Discuss loyalty issues in customer/business relationships.
Describe ethical issues related to the collection of customer information.
Explain situations in which employees/departments involved in customer
relationship management may be reluctant to share customer information with
each other.
Discuss ethical issues related to the sale of customer information to third
parties.
Discuss the impact of poor/unethical privacy practices on customer
relationships.
Instruct each student to interview someone who has at least one credit card account
to determine how much trust s/he has in credit card companies and the integrity of
their customer relationship management systems. Questions that students should
ask during the interview include:
1. Do you read the privacy policies that your credit card company sends to
you?
2. What do these privacy policies say?
3. Is it acceptable for your credit card company to sell your personal
information to a third party if the company states that it plans to do so in its
privacy policy? Why or why not?
4. If your credit card company states in its privacy policy that it will not share
your information with any third parties, are you confident that the company
will stand by its word? Why or why not?
5. How much trust do you have in your credit card company to keep your
personal information secure? Why do you feel this way?
Lead the class in a discussion of their findings. Ask students to discuss whether
credit card holders in general seem to trust their credit card companies and the
integrity of the companies’ customer relationship management systems. What has
led credit card holders to feel that way? What impact does their level of trust (or lack
thereof) in the companies have on the relationship of these individuals and their
credit card companies?
1
Section 5
Planning Guide Sheets
Page 5-2
Resources
Textbooks
Aaker, D.A., Kumar, V., & Day, G.S. (2007). Marketing research (9th ed.) [pp. 21-23,
239-240]. Hoboken, NJ: John Wiley & Sons, Inc.
Farese, L. S., Kimbrell, G., & Woloszyk, C. A. (2009). Marketing essentials (pp. 594595). Woodland Hills, CA: Glencoe/McGraw-Hill.
Hoffman, K.D., & Bateson, J. (2006). Services marketing: Concepts, strategies, &
cases (3rd ed.) [pp. 399-400]. Mason, OH: Thomson South-Western.
Jones, G.R., & George, J.M. (2008). Contemporary management (5th ed.) [pp. 135136]. New York: McGraw-Hill/Irwin.
Peppers, D. & Rogers, M. (2004). Managing customer relationships: A strategic
framework (pp. 216, 226, 235-238). Hoboken, NJ: John Wiley & Sons, Inc.
Weitz, B.A., Castleberry, S.B., & Tanner, J.F. (2004). Selling: Building partnerships
(5th ed.) [pp. 214, 517-520]. Boston: Irwin/McGraw-Hill.
Zeithaml, V.A., Bitner, M.J., & Gremler, D.D. (2009). Services marketing: Integrating
customer focus across the firm (5th ed.) [p. 19]. New York: McGraw-Hill Irwin.
Software/
Online
Binder, P. (2003-2011). Presenting ETHICS—Elevating trust has inspired customer
satisfaction. Retrieved May 12, 2011, from http://ezinearticles.com/?PresentingETHICS---Elevating-Trust-Has-Inspired-Customer-Satisfaction&id=2307463
Elliott, L. (2002, March 15). Customer privacy issues demand attention. Retrieved
May 12, 2011, from http://articles.techrepublic.com.com/5100-10878_111039749.html
Giordano, C. (2007, March 22). Use privacy to build customer trust, loyalty.
Retrieved May 12, 2011, from http://www.dmnews.com/Use-privacy-to-buildcustomer-trust-loyalty/article/94933/
Givens, B. (2011). Privacy today: A review of current issues. Retrieved May 12,
2011, from http://www.privacyrights.org/ar/Privacy-IssuesList.htm
Greenberg, P. (n.d.). CRM & privacy: How much do companies need to know about
their customers? Retrieved May 12, 2011, from
http://www.baylor.edu/bbr/index.php?id=36490
Miller, J., & Arning, R. (2003, May). How companies can benefit by addressing
privacy issues. Retrieved May 12, 2011, from
http://www.nysscpa.org/cpajournal/2003/0503/nv/nv11.htm
Moore, C. (n.d.). Ethics, Information, and Privacy: CSRs face everyday ethical
choices. Retrieved May 12, 2011, from
http://www.roughnotes.com/rnmagazine/2009/march09/03p062.htm
Murphy, P.E., Laczniak, G.R., & Wood, G. (2006, January). An ethical basis for
relationship marketing: A virtue ethics perspective. European Journal of
Marketing, 41(1/2), 37-57. Retrieved May 12, 2011, from
http://www.ethicalbusiness.nd.edu/pdf/An%20Ethical%20Basis%20for%20Relat
ionship%20Marketing.pdf
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Section 5
Planning Guide Sheets
Page 5-3
Knowledge/
Skill
Statement
Understands the tools, techniques, and systems that businesses use to
create exchanges and satisfy organizational objectives
Instructional
Area
Marketing
Performance
Element
Understand marketing’s role and function in business to facilitate economic
exchanges with customers.
Performance
Indicator
Describe marketing functions and related activities (MK:002, MK LAP 1)
Level
Career-sustaining
SCANS
Information 5; Systems 15; Thinking Skills 12
21st Century
Skills
Critical Thinking and Problem Solving Skills 1, 3
Objectives
a.
b.
c.
d.
Sample
Activity
Define the following terms: channel management, marketing-information
management, pricing, product/service management, promotion, and
selling.
Explain the purposes of each marketing function.
Describe the importance of each marketing function to marketing.
Explain the interrelationships among marketing functions.
Review and present the Marketing Functions Briefing (pp. 5-160 and 5-161)
to students in a lecture or discussion format.
Ask each student to make a list of all of the goods and services that s/he has
used in the past 24 hours and respond to the following questions:
a. How did you come to use these goods/services?
b. How did you find out about these goods/services?
c. Where did you obtain these goods/services?
d. How much did these goods/services cost?
Resources
LAP
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions) [LAP: MK-001]. Columbus, OH: Author.
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions): Instructor copy [LAP: MK-001]. Columbus, OH: Author.
Textbooks
Boone, L.E. & Kurtz, D.L. (2009). Contemporary marketing (pp. 7, 48-49).
Mason, OH: Thomson/South-Western.
Burrow, J.L. (2006). Marketing (2nd ed.) [pp. 6-8, 473]. Mason, OH:
Thomson/South-Western.
Clark, B., Sobel, J., & Basteri, C.G. (2010). Marketing dynamics: Teacher’s
edition (2nd ed.) [pp. 46-48]. Tinley Park, IL: Goodheart-Willcox
Company, Inc.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp.
236-238]. Mason, OH: South-Western Cengage Learning.
Farese, L.S.; Kimbrell, G.; & Woloszyk, C.A. (2009). Marketing essentials (pp.
4-7). Woodland Hills, CA: Glencoe/McGraw-Hill.
Ivancevich, J. M., & Duening, T. N. (2007). Business principles, guidelines,
and practices (2nd ed.) [p. 371]. Mason, OH: Thomson.
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Section 5
Planning Guide Sheets
Page 5-4
Workbooks/
Manuals
Burrow, J.L. (2003). Marketing: Business 2000 (pp. 5-6, 35-36, 88-89, 110,
117, 132-133, 140-144). Mason, OH: South-Western/Thomson Learning.
Software/
Online
Business Technology Curriculum. (n.d.). International marketing. Retrieved
May 16, 2011, from
http://www.educ.uidaho.edu/bustech/International_Business/Advance/m
arketing.htm
KnowThis.com. (1998-2011). Distribution decisions. Retrieved May 16, 2011,
from http://www.knowthis.com/tutorials/principles-ofmarketing/distribution-decisions.htm
KnowThis.com. (1998-2011). Managing products. Retrieved May 16, 2011,
from http://www.knowthis.com/tutorials/principles-ofmarketing/managing-products.htm
KnowThis.com. (1998-2011). Marketing research. Retrieved May 16, 2011,
from http://www.knowthis.com/tutorials/principles-ofmarketing/marketing-research.htm
KnowThis.com. (1998-2011). Personal selling. Retrieved May 16, 2011, from
http://www.knowthis.com/tutorials/principles-of-marketing/personalselling.htm
KnowThis.com. (1998-2011). Pricing decisions. Retrieved May 16, 2011,
from http://www.knowthis.com/tutorials/principles-of-marketing/pricingdecisions.htm
KnowThis.com. (1998-2011). Promotion decisions. Retrieved May 16, 2011,
from http://www.knowthis.com/tutorials/principles-ofmarketing/promotion-decisions.htm
Mccormack, R. W. (2010, February 1). Functions of marketing - market and
marketing philosophies. Retrieved May 16, 2011, from
http://ezinearticles.com/?Functions-of-Marketing---Market-and-Marketing-Philosophies&id=3681188
Marketing basics. (n.d.). Retrieved May 16, 2011, from
www.mjsd.k12.wi.us/mhs/depts/business/teachers/bruechert/documents/
MarketingBasics1.ppt
Marketing Education Resource Center. (2006). Work the big six (Marketing
functions) [LAP: MK-001: Presentation Software]. Columbus, OH:
Author.
4
Week 14 Sheets
Topic
Marketing Functions
Key Points
Explain that marketing functions are interrelated activities that must work
together to get goods and services from producers to customers.
Explain that the six marketing functions must work together to attract target
customers to the business.
Describe the six marketing functions.
 Channel management
o Involves identifying, selecting, monitoring, and evaluating sales
channels
 Marketing-information management
o Involves gathering, accessing, synthesizing, evaluating, and
disseminating information.
 Pricing
o Involves determining and adjusting prices to maximize return
and meet customers’ perceptions of value.
 Product/Service management
o Involves obtaining, developing, maintaining, and improving a
product or service mix in response to market opportunities.
 Promotion
o Involves communicating information about goods, services,
images, and/or ideas to achieve a desired outcome.
 Selling
o Involves determining client needs and wants and responding through
planned, personalized communication that influences purchase
decisions and enhances future business opportunities.
Discuss the importance of each marketing function.
 Channel management
o Determines who will offer products and where they will be offered
o Develops relationships with channel members
o Assesses quality of vendor performance
 Marketing-information management
o Provides data that can be used for business decision-making
o Provides data about effectiveness of marketing efforts
o Provides data about customer satisfaction, customer loyalty, needs,
and wants
 Pricing
o Establishes products’ prices
o Determines whether prices need to be adjusted
o Sets policies and objectives for prices
 Product/service management
o Helps to determine which products a business will offer and in what
quantities
o Aids in determining and developing a company’s/product’s image
o Provides direction for other marketing activities based on changes in
a product’s life cycle
 Promotion
o Reminds customers about products/businesses
o Informs customers about products/businesses
o Persuades customers about products/businesses
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Week 14 Sheets

Selling
o Creates a following of loyal customers
o Completes the exchange transaction
o Provides services for customers
6
Week 14 Sheets
Knowledge
and Skill
Statement
Understands tools, strategies, and systems used to maintain, monitor, control, and
plan the use of financial resources
Instructional
Area
Financial Analysis
Performance
Element
Acquire a foundational knowledge of accounting to understand its nature and
scope.
Performance
Indicator
Describe the need for financial information (FI:579)
Level
Career-sustaining
SCANS
Information 5, Systems 15, Basic Skills 1, Thinking Skills 12
21st Century
Skills
Financial, Economic, Business & Entrepreneurial Literacy 1; Critical Thinking &
Problem Solving 1, 3; Communication & Collaboration 1; Information Literacy 1
Objectives
a.
b.
c.
d.
e.
f.
g.
h.
Sample
Activity
Discuss characteristics of useful financial information (e.g., credible,
transparent, timely, understandable, comparable, reliable, etc.).
Describe the usefulness of financial information in identifying trends.
Explain how managers use financial information (e.g., in planning strategies,
executing strategies, and feedback from execution of the strategy).
Discuss the usefulness of financial information in contracts.
Discuss how analysis of financial data aids in understanding accounting
treatment.
Describe how analysis of financial data aids in verifying information.
Explain how analysis of financial data aids in determining variance.
Discuss how analysis of financial data guides financial decision-making.
Explain to the students that it is important for managers to grasp the importance of
financial information. Ask each group of three or four students to conduct
secondary research to develop a one-page written report that answers the
following questions:
1. How do managers use financial information?
2. Who outside the company needs financial information? How do they use
the financial information?
3. What characteristics must financial information possess to be useful?
Resources
Textbooks
Abraham, A., Glynn, J., Murphy, M., & Wilkinson, B. (2008). Accounting for
managers (4th ed.) [pp. 3-7]. London, England: Cengage Learning.
Crosson, S.V., & Needles, B.E. (2008). Managerial accounting: Instructor’s copy
(8th ed.) [pp. 666-669]. Boston: Houghton Mifflin Company.
Dlabay, L.R., & Burrow, J.L. (2008). Business finance (pp. 110, 338-344). SouthWestern Cengage Learning.
Dlabay, L.R., Burrow, J.L., & Kleindl, B. (2009). Intro to business (7th ed.) [pp. 298299]. Mason, OH: South-Western Cengage Learning.
Garrison, R.H., Noreen, E.W., & Brewer, P.C. (2006). Managerial accounting (11th
ed.) [pp. 4-11, 435-446, 788-793]. New York: McGraw-Hill/Irwin.
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Week 14 Sheets
Guerrieri, D.J., Haber, F.B., Hoyt, W.B. & Turner, R.E. (2004). Accounting: Realworld applications and connections: Advanced course (pp. 368-373).
Woodland Hills, CA: McGraw-Hill/Glencoe.
Libby, R., Libby, P.A., & Short, D.G. (2007). Financial accounting (5th ed.) [pp. 18,
51-52, 238-239]. New York: McGraw-Hill/Irwin
Price, J.E., Haddock, M.D., & Brock, H.R. (2007). College accounting: Chapters 132 (11th ed.) [pp. 4, 6-9, 13, 179, 510-511, 832-842, 1077-1081]. New York:
McGraw-Hill/Irwin.
Software/
Online
BasicCollegeAccounting.com. (2006, November 10). Main qualitative
characteristics of financial statement. Retrieved May 12, 2011, from
http://basiccollegeaccounting.com/main-qualitative-characteristics-of-financialstatement/
Ernst and Young. (2008, July). Exposure draft on the objective and characteristics
of financial reporting. Retrieved May 12, 2011, from
http://webapp01.ey.com.pl/EYP/WEB/eycom_download.nsf/resources/IFRS_
Supplement7.pdf/$FILE/IFRS_Supplement7.pdf
FAO Corporate Document Repository. (n.d.). Chapter 5—Information for decision
making. Retrieved May 12, 2011, from
http://www.fao.org/docrep/W4343E/w4343e06.htm
Financial Executives Research Foundation (n.d.). What do users of private
company financial statements want? Retrieved May 24, 2011, from
http://www.pcfr.org/downloads/05_07_Meet_Materials/FERF_Private_Co_Us
er_Survey.pdf
Khandkar, S. (2008-2011). What are the importances of book-keeping? Retrieved
May 24, 2011, from http://www.rajputbrotherhood.com/knowledgehub/accounting/what-are-the-importance-of-book-keeping.html
Marshall, D. (2005-2006). Financial reporting and GAAP. Retrieved May 24, 2011,
from http://www.dwmbeancounter.com/tutorial/theorybook.html
Shuttleworth, C.C. (2009). Toward a financial literacy model as a coordinating
interface between financial information and decision makers. Retrieved May
24, 2011, from http://upetd.up.ac.za/thesis/available/etd-09262009093743/unrestricted/00front.pdf
The Times 100. (1995-2011). Financial information and decision making. Retrieved
May 12, 2011, from http://www.thetimes100.co.uk/theory/theory--financialinformation-decision-making--121.php
Vance, D.E. (2003, November 20). Financial analysis and decision making
(Chapter 1). Retrieved May 24, 2011, from
http://books.google.com/books?id=BKkXpZnccekC&dq=information+for+corp
orate+decision+making+financial&pg=PP1&ots=IkDhDu2EDs&source=in&sig
=rlHVdIsR2AnPdZfc6jj0MsdkEeQ&hl=en&sa=X&oi=book_result&resnum=12
&ct=result#PPP1,M1
Ward, D. (2003). Running your own show: The needs and uses of financial
information. Retrieved May 24, 2011, from
http://www.york.ac.uk/enterprise/cetle/resources/WRCE/ryos/resources/NUFI.
pdf
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