The TExES Marketing 6 – 12 Exam is a certification examination that is designed to determine whether or not an individual possesses the knowledge necessary to teach marketing at the high school level in the Texas public school system. This exam assesses the individual’s knowledge of topics such as business communication, basic marketing principles, problem-solving techniques, using technology in business, and methods to effectively teach these topics and other similar topics related to marketing. This exam is required in order for an individual to become a certified marketing teacher at the high school level within the state of Texas. The exam consists of 100 multiple-choice questions that are related to the following areas:
- Foundations of Marketing (25%)
- Marketing Principles (33%)
- Business Communication, Problem Solving and Technology (17%)
- Marketing Education Program (25%)
The exam-taker will have five hours to complete the exam and the exam will be scored on a scale of 100 – 300 with 240 set as the minimum score considered as passing for the exam. The Marketing Education 8 – 12 Exam is offered in a computer-based format and the registration fee for the exam is $131. However, there are usually other exams and fees that are required in addition to this exam in order for an individual to become certified as an entry-level marketing teacher at the high school level within the state of Texas.
Sample Study Notes
1. Define social psychology and its subset social behavior.
Social psychology is the study of how group behavior influences individual behavior. It includes the study of what individuals think of each other, as well as how they relate. Hierarchical social behavior includes:
- SOCIAL ACTION: activity modified by the actions and reactions of other individuals.
Rational: taken to reach a goal, usually without thought to consequences or means.
Instrumental: planned, evaluated, and taken after considering means and consequences.
Emotional: expresses personal feelings.
Traditional: taken simply because it is always done in a certain situation.
- SOCIAL INTERACTION: a meeting in which the participants attach and interpret meaning and react accordingly.
Accidental: unplanned and unlikely to reoccur.
Repeated: unplanned but likely to happen occasionally.
Regular: unplanned but very common; will be noted if missed.
Regulated: planned and will definitely raise questions if missed.
- SOCIAL RELATIONS are interactions between individuals or groups in the same clan, social class, organization, country, gender, or any other grouping of people with a common denominator. “Social” infers some kind of association based on mutual dependence and belonging.
2. Discuss the term mass media.
The American Heritage College Dictionary defines mass media as, “a means of public communication to a large audience.” The term was coined in the 1920s, when radio networks and some newspapers and magazines became available nationwide and began to influence the entire country, rather than just the local population. In today’s world, news and entertainment can be spread in many formats, some of which are printed (books, newspapers, magazines) and some of which are electronic (radio, television, films, the Internet). The Internet, podcasts and blogs have had a profound effect on society. Information is abundant, readily available and easily accessible. Individuals use it and companies rely on it. People are turning to the World Wide Web for news of the day, health information, financial transactions and security. With the advent of so many electronic formats, it is critical for students to be taught to dissect the digital data and learn to scrutinize the sources from which it comes. They need to understand the benefits and the risks, and how to evaluate information found on the Internet.
3. Discuss the importance of marketing to the success of a business.
Effective marketing can have a profound effect on a business. Conveying the appropriate image is critical in today’s global, competitive marketplace. Marketing is expensive: if the campaign is not planned in detail, well-written and produced in a professional manner, the impact will be negative and a waste of money. The first rule of any marketing campaign is to always respect the target audience, never talk down to them and never insult their intelligence with wild promises and ridiculous claims. The astute consumer will see the message for what it is anyway. The marketer should strive to develop a reputation for accurate, factual advertising. This will make it easier to attract clients and keep qualified buyers coming back. A potential seller or buyer may not need the services at the time he sees, hears or reads the advertising piece, but if the message is clear and concise, it will be remembered when services are needed.
4. Discuss radio and television advertising and newspaper and billboard advertising.
If radio and/or television are part of a marketing campaign, a script must be prepared and actors must be hired to read the parts; amateurs can ruin an effective, well-written script. This type of media is expensive, so it is important to consider the target buyers’ listening and viewing habits when scheduling the days and times the commercials air. A good source is the demographic data tables available from radio and television stations. Newspaper ads and billboards have only about three seconds to grab the reader’s attention, so it is vital for the main message to stand out. This is why pictures are effective. The layout should be uncluttered and should come to the point quickly, with information in large, easy-to-read font with clear, understandable graphics. The headline needs to either entice or inform, so that the reader will keep reading. Newspaper ads are competing with other information on the page, so the text should answer who, what, where, and when questions. Unless the reader is stuck in traffic, billboards must literally be read on the run, so the message should be delivered with as few words as possible.
5. Discuss flyers, direct mail pieces, brochures and online advertising.
The first requirement for flyers, direct mail pieces (invitations, letters and post cards sent at designated intervals) and brochures is well-written words delivered in an attractive format that is easy to read. Poorly-written and inadequately-proofed copy will leave a negative impression, and the main message may be missed. Hiring professionals to design, write and produce written pieces is a good way to insure a quality product that gets the right kind of attention and doesn’t end up in the wastebasket To be competitive in today’s market, it is important to have a presence on the World Wide Web. A web site should reflect the culture of the company and the integrity of the owners and staff. The site should have accurate, timely information, be easy to navigate, and present phone and fax numbers and email addresses. Facts about the company, its history, and professional biographies of key people should be included. For maximum impact, it is a good idea to have a professional create and maintain the site.
6. Summarize the main elements required to produce an effective marketing campaign.
Marketing is used to create an image (branding), sell a product or service, or educate the public. No matter the purpose of the marketing campaign and what media is used, there are basic elements that need to be addressed to create an effective marketing strategy. These include but are not limited to:
- Develop a realistic budget that accurately captures campaign requirements, and stick to it.
- Plan a campaign that reflects the company’s culture, people, products and services.
- Know the target audience and what motivates them.
- Choose the advertising media that appeal to that target group.
- Use professionals to create the marketing pieces.
- Have at least three people proofread all material for spelling, grammar and content.
- Use accurate facts, figures, pictures, and other miscellaneous data.
- Be sure to include the who, what, why and any unique information about the company.
- Always follow all FTC, state, and local regulations.
- Analyze data about effectiveness of media used.
7. Discuss verbal and non-verbal communication and internal and external business communication.
The American Heritage College Dictionary defines communication as “the exchange of thoughts, messages or information.” Communication requires a “sender” as well as a “receiver,” and both parties must be actively engaged for the process to be effective. It doesn’t matter if the information is spoken, written or gestured, if one person doesn’t do his part, the process breaks down and the message is misunderstood, misinterpreted or missed altogether. The purpose of communication is to convey information, give advice, and ask questions. The method can be verbal (speaking, singing, tone of voice) or nonverbal (body language, hand gestures, eye contact). Frequently, both methods are used in conversations, lectures and presentations. Business communication can be internal or external. Internal communication is used to outline the corporate vision, explain policies and procedures, and inform employees and shareholders of changes. External communication reaches outside the company’s four walls to create a positive image, inform, entertain, offer products and services, and explain the commitment to customer satisfaction. These are just a few examples of typical internal and external business communications.
8. Explain customer relationship management.
Customer relationship management (CRM) is a multi-layered method of capturing, storing, and analyzing information about current customers. It identifies a company’s best customers. It helps marketers understand those customers’ specific needs, so they can plan and execute more effective marketing strategies. CRM helps management and sales teams develop relationships with the decision-makers, which will ultimately lead to more sales. It is a proven fact that people buy from people; they don’t buy from companies. By providing sales teams and marketers with information about the 20% of customers who buy 80% of the goods and services offered by a company, sales increase and customer satisfaction improves. Practitioners of CRM study customer behavior: how they buy, what they buy, when they buy, and why they buy. To understand and be effective using customer relationship management, marketers must be familiar with psychology, sociology, anthropology and micro and macroeconomics. CRM is a powerful tool when used correctly and applied judiciously.
9. Describe an entrepreneur.
The American Heritage College Dictionary defines the French word entrepreneur as “a person who organizes, operates and assumes the risk for a business venture.” At the end of the definition, the reader is directed to enterprise, which is “an undertaking, especially one of some scope, complication and risk.” It is interesting that the two words are linked. To understand entrepreneur, it is necessary to understand enterprise. Entrepreneurs see a need, organize human and financial resources, and combine passion, intelligence, knowledge and hard work to create a product or service that fulfills the need. They believe in capturing market opportunities, developing products and/or services, and offering them to a well-researched target market. They are leaders with sound management abilities and excellent team-building skills. They are always “big picture” people; they hire others to take care of the details. Entrepreneur Don Sheehan says, “Entrepreneurs don’t just find opportunities lying around waiting to be discovered; they search for voids in markets and problems in need of solutions, and then they come up with realistic solutions to those problems.”
10. Discuss the importance of problem-solving and decision-making.
To be an effective business person, one must be able to make decisions and solve problems; the two characteristics are closely related. Both require creativity, the ability to identify issues and options, and the ability to implement solutions effectively. A leader must choose issues carefully, set attainable objectives, develop workable solutions and enlist the support of those involved in and affected by the change. Whatever decision-making process is used, an effective leader always considers the reason for the change, how people will be affected, and the probable consequences of the action. A sound, logical, well-defined decision-making process leads to effective problem solving. Here are suggested steps to finding a sensible solution to most any problem:
- Define the problem.
- Gather relevant facts.
- List options.
- Develop solutions and consider the pros and cons of each.
- Select the most viable solution(s).
- Explain the choice(s) to those affected.
- Follow-up to determine effectiveness.
- Make adjustments as necessary.