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: 

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
Reregistered  2018-07-01  2023-06-30  SAQA 06120/18 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2024-06-30   2027-06-30  

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  Reregistered  2023-06-30  SERVICES 
    Core  20904   National Diploma: Marketing Communications  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Core  61593   National Diploma: Marketing Management  Level 5  NQF Level 05  Reregistered  2023-06-30  As per Learning Programmes recorded against this Qual 
    Core  20896   National Diploma: Marketing Research  Level 5  NQF Level 05  Reregistered  2023-06-30  SERVICES 
    Elective  23433   Further Education and Training Certificate: Micro Finance  Level 4  Level TBA: Pre-2009 was L4  Reregistered  2023-06-30  BANKSETA 
    Elective  61589   National Certificate: Banking  Level 5  Level TBA: Pre-2009 was L5  Reregistered  2021-06-30  As per Learning Programmes recorded against this Qual 
    Elective  96401   National Certificate: Export Administration  Level 5  Level TBA: Pre-2009 was L5  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  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. Absa Learning & Development 
    2. Bidvest Bank 
    3. Chartall Business College 
    4. Compuscan Academy 
    5. Cornerstone Performance Solutions (Pty) Ltd 
    6. Culhane Consulting 
    7. Felix Risk Training Consultants 
    8. Full Value Financial Services (Pty) Ltd 
    9. Golden Era Group of Companies 
    10. Kaizen Intergrated Management Services 
    11. KMS COLLEGE 
    12. KNOWLEDGE QUEST PTY LTD 
    13. KUKHULA GLOBAL PROJECTS PTY LTD 
    14. Nedbank Ltd 
    15. OnTrack Learning Solutions CC 
    16. PHALAPHALA MAGEMENT CONSULTING 
    17. Plumb Line Risk Alignment 
    18. Production Management Institute of Southern Africa (PMI) 
    19. Safin Bank Limited 
    20. SIGNA ACADEMY PTY LTD 
    21. The Academy of Financial Markets 
    22. The Facilitation Workshop 
    23. UKWAKHILE TRAINING 
    24. VALE DEVELOPMENT PTYLTD 



    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.