Students will be able to: explain the concept and purpose of advertising and cooperative advertising; list the forms of advertising media and the advantages and disadvantages of each; apply effective verbal and telephone communications, including proper grammar and vocabulary; prepare basic written reports and presentations; follow oral and written directions; describe nonverbal communication; plan, schedule themes, and arrange effective and attractive displays; explain the use and effect of visual merchandising; use safety precautions when setting up displays; characterize how merchandising impacts a retailer's perceived image; explain the role of wholesalers and distributors; operate point-of-sale terminal/calculator; receive incoming stock, verify invoice accuracy, process inventory for sale; process returned/damaged inventory; explain functions of store space planning, maintenance, and cleanliness; demonstrate an understanding of the concept of the marketing mix and segmentation; explain the buying process; describe benefits of technology in retailing; describe digital pricing and inventory systems; compare advantages and disadvantages of electronic payment to the retail establishment; characterize how technological changes impact a retailer's perceived image; describe various forms of digital retail technology (e.g., Internet, cellular, reward cards, social media); compare advantages and disadvantages of "brick and mortar" versus online businesses; explain the concept of supply and demand; distinguish between consumer wants and needs; explain the concept of opportunity cost; describe the concept of global opportunities related to goods and services; define characteristics of economies related to government involvement; explain the importance of positive customer relations; determine the customer/client needs and buying motives; demonstrate product knowledge; contrast sales approaches (e.g., greeting, "soft" sell, up-selling); close the sale and provide customer maintenance activities; Iiterpret business policies to customers/clients and handle customer complaints and issues; follow OSHA and safety standards; define personality traits and skills important to retailing (e.g., positivity, enthusiasm, creativity, organizational skills); promote a positive company image; describe appropriate professional appearance; respect diversity; exhibit business ethics and maintain confidentiality; follow policies and procedures; demonstrate team and interpersonal relationships; identify leadership traits; solve addition, subtraction, multiplication, division, fractions, decimals, and percentage problems pertaining to business/retailing; make change with or without change indication; calculate amount of purchase, discounts, and special charges for purchases; complete sale transactions, including cash, check, charge, and sales tax; apply the concepts of commission sales and sales quotas; open/close out register/terminal and prepare deposit slips; calculate price changes; state the advantages and disadvantages of small business ownership; explain franchising and other types of business ownership (e.g., partnership, corporation); and explain trademarks, patents, copyrights, and brand names.  Performance Component:  Inventory Check-In (16%), Cash Handling (22%), Handling Customer Returns (17%), Product Knowledge and Selling (20%), and Virtual Cash Drawer Closing of a Retail Business (25%).