This assignment provides opportunities to analyze the concepts learned in the unit. Work individually to prepare responses to the questions listed. The text should be your primary source of information.
Unit Learning Outcomes
ULO 1: Distinguish between targeted marketing and mass marketing and explain what led to the rise of each. (2)
ULO 2: Describe the ways in which markets are segmented. (2)
ULO 3: Explain why positioning is an important element when it comes to targeting consumers. (2)
ULO 4: Explain what repositioning is designed to do. (2)
ULO 5: Explain the various types of offerings marketed to individual consumers. (3)
ULO 6: Explain the branding decisions firms make when they’re developing new products. (3)
Directions
Your answers should show familiarity with the text and topics being covered in the unit.
Use the text, lecture notes, and/or PowerPoint as references
Each question response should consist of at least 150 words.
Responses should be free of typographical, spelling, and grammar errors.
Review the analysis assignment grading rubric and the marketing plan rubric on the Assignments and Grading page.
Due Date
By 11:59p.m., Sunday, CT
Questions
Provide an explanation for the difference between mass and targeted marketing and give an example of each.
How have companies such as JC Penney and Target tried to change their position (reposition their stores)?
Explain the various types of offerings marketed to individuals and provide an example of each
The text says that branding is much more than labeling or packaging. Provide some examples where you believe the product did not live up to the brand. Using examples to illustrate how consistency works, discuss how the offering and the desired brand image have to be consistent.
By week six, you will complete a brief, marketing plan that follows the marketing plan rubric on the Assignments and Grading Page. Review this rubric and the marketing plan template
download
in the files area (This template is for a much more extensive plan than the one you will write), and describe how you will segment your market for the product/service you have chosen for your marketing plan
MK351 Analysis Assignment
Criteria Ratings Pts
This criterion is linked to a Learning Outcome
Depth
6 to >5.31 pts
Excellent
Exceptional depth and breadth of responses (150 plus words/question)
5.31 to >4.71 pts
Proficient
Above average depth and breadth of responses (100-150) words/question)
4.71 to >4.11 pts
Sufficient
Average depth and breadth of responses (75-100 words/question.)
4.11 to >2.57 pts
Developing
Less than average depth and breadth of responses (50-100 words/question.)
2.57 to >0 pts
Needs Improvement
Very little depth and breadth of responses (Less than 50 words/question)
6 pts
This criterion is linked to a Learning Outcome
Content
10 to >8.92 pts
Excellent
Displays an exceptional familiarity with the text and topics being covered, and utilizes text//PowerPoint references.
8.92 to >7.92 pts
Proficient
Displays an above average familiarity with the text and topics being covered, and utilizes text/PowerPoint references.
7.92 to >6.92 pts
Sufficient
Displays an average familiarity with the text and topics being covered, and utilizes text/PowerPoint references.
6.92 to >5.92 pts
Developing
Displays less than an average familiarity with the text and topics being covered, and does not utilize text/PowerPoint references.
5.92 to >0 pts
Needs Improvement
Does not display a familiarity with the text and topics being discussed, and does not utilize text/PowerPoint references.
10 pts
This criterion is linked to a Learning Outcome
Analysis
6 to >5.3 pts
Excellent
Presents an exemplary and thorough analysis; answers questions with logical, concise, and clear reasoning.
5.3 to >4.7 pts
Proficient
Presents an insightful and thorough analysis; answers questions with logical reasoning.
4.7 to >4.1 pts
Sufficient
Presents a thorough analysis; understandable answers to questions.
4.1 to >3.5 pts
Developing
Makes at effort at analysis, but reasoning is unclear or inconsistent; answers to questions are not thorough or consistent.
3.5 to >0 pts
Needs Improvement
Superficial or incomplete analysis or makes no effort at analysis; answers to questions are irrelevant or incomprehensible.
6 pts
This criterion is linked to a Learning Outcome
Grammar and Spelling
3 to >2.7 pts
Excellent
Exceptional use of proper grammar and free of all typographical errors and spelling mistakes.
2.7 to >2.4 pts
Proficient
Proper use of grammar and free of typographical errors and spelling mistakes.
2.4 to >2.1 pts
Sufficient
Less than proper use of grammar and free of typographical errors and spelling mistakes.
2.1 to >1.8 pts
Developing
Less than proper use of grammar and a few typographical errors and spelling mistakes.
1.8 to >0 pts
Needs Improvement
Many noticeable grammar, spelling, and typographical errors.
3 pts
Total Points: 25
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Title: Principles of Marketing
Author: Jeff Tanner and Mary Anne Raymond
ISBN-13: 9781453399323
Publisher: FlatWorld Publishing
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