SAQA

All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.

SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED UNIT STANDARD THAT HAS PASSED THE END DATE:

Identify product features, advantages and benefits to the customer

SAQA US ID	UNIT STANDARD TITLE
10045	Identify product features, advantages and benefits to the customer
ORIGINATOR
SGB Marketing
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY
-
FIELD			SUBFIELD
Field 03 - Business, Commerce and Management Studies			Marketing
ABET BAND	UNIT STANDARD TYPE	PRE-2009 NQF LEVEL	NQF LEVEL	CREDITS
Undefined	Regular	Level 5	Level TBA: Pre-2009 was L5	10
REGISTRATION STATUS		REGISTRATION START DATE	REGISTRATION END DATE	SAQA DECISION NUMBER
Passed the End Date - Status was "Reregistered"		2018-07-01	2023-06-30	SAQA 06120/18
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2026-06-30		2029-06-30

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.

This unit standard does not replace any other unit standard and is not replaced by any other unit standard.

PURPOSE OF THE UNIT STANDARD

This unit standard is a core standard and forms part of the qualification, National Diploma, and is registered at Level 5 on the National Qualifications Framework (NQF). Learners working towards this standard will be learning towards the full qualification, or will be working within a Marketing Environment, specialising in either Marketing Communication, Marketing Management, Market Research or Customer Management, where the acquisition of competence against this standard will add value to one`s job.
This standard will also add value to learners who are starting their own business and recognises that Marketing forms an integral component of any business.

The qualifying learner is capable of:

Identifying needs of the customer

Presenting features, advantages and benefits to the customer

Demonstrating features, advantages and benefits

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Learners accessing this qualification will have demonstrated competence against the standards in the National Certificate in Marketing, Marketing Communication or Marketing Research or Marketing management or Customer Management or equivalent at NQF Level 4.

UNIT STANDARD RANGE

Marketing including all forms of marketing communications, direct marketing and relationship marketing, sponsorship, event marketing, sales promotions, public relations and alternative strategies.

Standard applies to marketing management, customer management, marketing communications and marketing research.

Barriers to communication including distortion, ambiguity, language, emotional issues, prejudice and bias, timing and credibility.

Media will include all electronic, print, outdoor, digital media, e-media and direct media.

Specific Outcomes and Assessment Criteria:

SPECIFIC OUTCOME 1

Identify needs of the customer

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

1. Customer needs are identified through the use of questions.

ASSESSMENT CRITERION 2

2. Significant factors in relation to developing customer relationship are established and developed.

ASSESSMENT CRITERION 3

3. Customer buying motives are identified to link product features, advantages and benefits to them.

ASSESSMENT CRITERION 4

4. Customer needs in terms of product quality; price and usage are identified and assessed.

SPECIFIC OUTCOME 2

Present features, advantages and benefits to the customer

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

1. Presentation of the features, advantages and benefits are in accordance with customer need established.

ASSESSMENT CRITERION 2

2. Credibility is established of the seller and organisation through the quality of the presentation.

ASSESSMENT CRITERION 3

3. Major features of the products are established and presented that emphasise advantages and benefits in relation to identified needs.

ASSESSMENT CRITERION 4

4. Customer's responsiveness to the features, advantages and benefits is assessed to evaluate their acceptance.

SPECIFIC OUTCOME 3

Demonstrate features, advantages and benefits

ASSESSMENT CRITERIA

ASSESSMENT CRITERION 1

1. Demonstration of features, advantages and benefits match clients needs.

ASSESSMENT CRITERION 2

2. Demonstration is carried out in accordance with operating instructions and highlights product features, advantages and benefits.

ASSESSMENT CRITERION 3

3. Demonstration is consistent with the sales client's needs for and uses of the product.

UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS

Providers offering learning towards this unit standard will be accredited by the Educational Training Quality Assurance Body (ETQA) of the Services SETA and /or by The Council of Higher Education (CHE).

UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE

A demonstrated understanding of:

A comprehensive and integrated understanding of methods and techniques for presenting features, advantages and benefits.

A broad understanding of methods and techniques for making presentations to customers.

A broad understanding of methods and techniques for demonstrating products.

Critical Cross-field Outcomes (CCFO):

UNIT STANDARD CCFO IDENTIFYING

Identify and solve problems pertaining to the identification of the needs of the customer.

UNIT STANDARD CCFO ORGANISING

Organise oneself and one`s activities to have alternative features, advantages and benefits in the event of current one`s being rejected by the customer.

UNIT STANDARD CCFO COLLECTING

Collect, evaluate, organise and critically evaluate information to assist in the identification of customer needs so that product features, advantages and benefits match customer requirements.

UNIT STANDARD CCFO COMMUNICATING

Communicate effectively when presenting features, advantages and benefits, which match customer requirements.

UNIT STANDARD CCFO DEMONSTRATING

Be culturally sensitive across a range of social contexts during the presentation of product features, advantages and benefits so that these are acceptable to individuals with varying cultural backgrounds.

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this unit standard was Reregistered in 2012; 2015.

QUALIFICATIONS UTILISING THIS UNIT STANDARD:

	ID	QUALIFICATION TITLE	PRE-2009 NQF LEVEL	NQF LEVEL	STATUS	END DATE	PRIMARY OR DELEGATED QA FUNCTIONARY
Core	20908	National Diploma: Customer Management	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES
Core	20904	National Diploma: Marketing Communications	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES
Core	61593	National Diploma: Marketing Management	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual
Core	20896	National Diploma: Marketing Research	Level 5	NQF Level 05	Passed the End Date - Status was "Reregistered"	2023-06-30	SERVICES
Elective	23433	Further Education and Training Certificate: Micro Finance	Level 4	Level TBA: Pre-2009 was L4	Passed the End Date - Status was "Reregistered"	2023-06-30	BANKSETA
Elective	61589	National Certificate: Banking	Level 5	Level TBA: Pre-2009 was L5	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual
Elective	96401	National Certificate: Export Administration	Level 5	Level TBA: Pre-2009 was L5	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual
Elective	59201	National Certificate: Generic Management	Level 5	Level TBA: Pre-2009 was L5	Passed the End Date - Status was "Reregistered"	2023-06-30	As per Learning Programmes recorded against this Qual
Elective	58977	National Certificate: Publishing	Level 5	Level TBA: Pre-2009 was L5	Passed the End Date - Status was "Reregistered"	2015-06-30	FPMSETA

PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS UNIT STANDARD:

This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.

1.	AAR Trading and Projects (Pty) Ltd
2.	Advanced Assessments and Training (Pty) Ltd
3.	AFRICAN BANK LTD
4.	Amandla Obunye Training Academy
5.	Assured Vocational Skills Institute (Pty) Ltd
6.	Chartall Business College
7.	CHARTER ACADEMY
8.	Compuscan Academy
9.	Cornerstone Performance Solutions (Pty) Ltd
10.	Cornerstone Supreme ( Pty ) Ltd
11.	Damelin (Pty) Ltd
12.	DC Academy
13.	EKURHULENI WEST TVET COLLEGE
14.	Felix Risk Training Consultants
15.	Get Ready information Services
16.	Gigimo Tourism Academy
17.	Jumpstart Training Institute
18.	MAKHENSA GLOBAL ICT SERVICES
19.	MAT 007 (PTY) LTD
20.	Matibidi Raphela Investments (Pty) LTD
21.	Novia One Group (Pty) Ltd
22.	Octomate Education Pty Ltd
23.	Plumb Line Risk Alignment
24.	Production Management Institute of Southern Africa (Pty) Ltd
25.	RIAPHATHUTSHEDZA
26.	Riverwalk Trading 151 CC trading as Culhane Consulting
27.	RUDO CONSULTING cc
28.	SIGNA ACADEMY (PTY) LTD
29.	Sinovuyolethu Trading (Pty) Ltd
30.	South West Gauteng Tvet College
31.	The Academy of Financial Markets
32.	The Graduate Institute of Financial Sciences (Pty) Ltd
33.	The Institute of Literacy Advancement
34.	THE SHERQ CENTRE OF EXCELLENCE PTY LTD