| Marketing Plan |
WHAT IS THE MARKETING PLAN EXERCISE?
Marketing professionals must be able to organize and present information
about products or services in a convincing manner, persuasively highlighting
the advantages of the product or service to make it seem desirable.
Marketing professionals who possess these skills are much more likely to
produce marketing plans and materials that will increase sales or usage.
The Marketing Plan exercise is designed to identify those who have the
skills needed to prepare effective marketing plans or campaigns.
Assessees review background information and prepare a plan to market transit
services to area businesses. An optional component includes bringing a
group of candidates together for a Leaderless Group Discussion (LGD) to
decide on the best plan.
POSITIONS USED FOR?
The Marketing Plan exercise is appropriate for Marketing Representatives,
Marketing Specialists, or other marketing positions in a transit setting.
MARKETING PLAN USED FOR:
TEST FORMAT
The Marketing Plan is a written simulation exercise with an optional oral
component. It consists of background information on a proposed plan to
increase ridership on both buses and light rail vehicles. The plan involves
selling local businesses on an idea that would encourage their employees to
use the public transportation system. The assessees play the role of a
marketing professional who must design a marketing campaign targeting all
area businesses. Assessees are given two hours to review the information,
prepare a detailed marketing plan, and write a letter introducing the plan
to the business community. If the optional LGD component is included,
groups of four to six assessees meet for 50 minutes to discuss the marketing
campaign and reach a consensus on the best approach.
SCORING AND REPORTING OF RESULTS
MPS does all of the scoring for you. Results are reported in the form of a
rank-ordered list of the candidates. In addition, MPS uses a behavioral
checklist approach to provide performance feedback for candidates on each
of the factors measured. Behavioral checklists include both positive and
negative behavioral descriptors, and are designed to assist assessees in
identifying strengths, weaknesses, and developmental needs.
VIDEOTAPING THE ORAL COMPONENT
All necessary instructions and diagrams to properly set up and videotape the
optional oral component are supplied. All that is needed is a standard video
camera and ½" VHS videotaping system. No camera work is required.