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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED UNIT STANDARD: 

Describe features, advantages and benefits of products and services 
SAQA US ID UNIT STANDARD TITLE
252196  Describe features, advantages and benefits of products and services 
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 4  NQF Level 04 
REGISTRATION STATUS REGISTRATION START DATE REGISTRATION END DATE SAQA DECISION NUMBER
Reregistered  2015-07-01  2018-06-30  SAQA 10105/14 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2019-06-30   2022-06-30  

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 replaces: 
US ID Unit Standard Title Pre-2009 NQF Level NQF Level Credits Replacement Status
10014  Describe features, advantages and benefits of a range of products  Level 4  NQF Level 04  Complete 

PURPOSE OF THE UNIT STANDARD 
The person credited with this unit standard will be able to demonstrate an understanding of features, advantages and benefits and identify these criteria with other products and services. They will also be able to record these criteria and communicate it to customers.

The qualifying learner is capable of:
  • Demonstrating an understanding of features, advantages and benefits (FABs).
  • Identifying FABs of different products and services.
  • Recording FABs.
  • Communicating FABs to prospects and customers. 

  • LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    Learners accessing this unit standard will have demonstrated competence in:
  • Communication at NQF Level 3 or equivalent.
  • Mathematical Literacy at NQF Level 3 or equivalent. 

  • 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. 

  • Specific Outcomes and Assessment Criteria: 

    SPECIFIC OUTCOME 1 
    Demonstrate an understanding of feature, advantages and benefits (FABs). 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    FABs are defined and compared in terms of the description of different aspects of a product or service. 

    ASSESSMENT CRITERION 2 
    The importance of identifying FABs is explained in relation to the process improves in marketing and selling activities. 

    ASSESSMENT CRITERION 3 
    The importance of establishing the correct technical facts about products is explained in terms of both legal requirements and customer relationship building. 

    SPECIFIC OUTCOME 2 
    Identify FABs of different products and services. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Product and service features are identified and analysed. 

    ASSESSMENT CRITERION 2 
    Benefits of products and services are derived from each feature and its advantage/s. 

    ASSESSMENT CRITERION 3 
    Experts are consulted where the understanding of complex technical features require additional expertise and knowledge. 

    ASSESSMENT CRITERION 4 
    Advantages of products and services are derived from each identified feature. 

    SPECIFIC OUTCOME 3 
    Record FABs. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    The importance of recording FABs is explained in terms of future use. 

    ASSESSMENT CRITERION 2 
    FABs are recorded electronically or manually according to organisational requirements. 

    SPECIFIC OUTCOME 4 
    Communicate FABs to prospects and customers. 

    ASSESSMENT CRITERIA
     

    ASSESSMENT CRITERION 1 
    Use FABs as a method of identifying likely target markets by matching product and service benefits with corresponding consumer needs. 

    ASSESSMENT CRITERION 2 
    Develop a compelling "pitch" by integrating FABs into a structured sales argument. 

    ASSESSMENT CRITERION 3 
    Communicate FABs persuasively either verbally or in writing to relevant prospects or customers by appealing to the needs identified. 


    UNIT STANDARD ACCREDITATION AND MODERATION OPTIONS 
  • An individual wishing to be assessed (including through RPL) against this unit standard may apply to an assessment agency, assessor or provider institution accredited by the relevant ETQA.
  • Anyone assessing a learner against this unit standard must be registered as an assessor with the relevant ETQA.
  • Any institution offering learning that will enable achievement of this unit standard or assessing this unit standard must be accredited as a provider with the relevant ETQA.
  • Moderation of assessment will be conducted by the relevant ETQA at its discretion. 

  • UNIT STANDARD ESSENTIAL EMBEDDED KNOWLEDGE 
  • An understanding of sources for obtaining product features, advantages and benefits.
  • A comprehensive understanding of methods and techniques for describing features, advantages and benefits.
  • A broad understanding of communication processes for existing and potential sales clients. 

  • UNIT STANDARD DEVELOPMENTAL OUTCOME 
    N/A 

    UNIT STANDARD LINKAGES 
    N/A 


    Critical Cross-field Outcomes (CCFO): 

    UNIT STANDARD CCFO IDENTIFYING 
    Identify and solve problems pertaining to the communication of products, features, advantages and benefits. 

    UNIT STANDARD CCFO COLLECTING 
    Collect, evaluate, organise and critically evaluate information to enable the determination and identification of features, advantages and benefits. 

    UNIT STANDARD CCFO COMMUNICATING 
    Communicate effectively when presenting features, advantages and benefits so that sales clients needs are met. 

    UNIT STANDARD CCFO SCIENCE 
    Use science and technology when sourcing, describing and presenting product features, advantages and benefits. 

    UNIT STANDARD CCFO CONTRIBUTING 
    Contribute to the full personal development of each learner and the social economic development of society at large, by making it the underlying intention of any learning programme to make the individual aware of the importance of knowing the features, advantages and benefits of a range of products. 

    UNIT STANDARD ASSESSOR CRITERIA 
    N/A 

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

    UNIT STANDARD NOTES 
    This unit standard replaces unit standard 10014, "Describe features, advantages and benefits of a range of products", Level 4, 6 credits. 

    QUALIFICATIONS UTILISING THIS UNIT STANDARD: 
      ID QUALIFICATION TITLE PRE-2009 NQF LEVEL NQF LEVEL STATUS END DATE PRIMARY OR DELEGATED QA FUNCTIONARY
    Elective  67464   Further Education and Training Certificate: Marketing  Level 4  NQF Level 04  Reregistered  2018-06-30  As per Learning Programmes recorded against this Qual 


    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.
     
    NONE 



    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.