Description
Choose one of the following two assignments to complete this week. Do not do both assignments. Identify your assignment choice in the title of your submission.
Option #1: Introducing a New Consumer Product to the Market
Put yourself in the position of an entrepreneur who is developing a new product or service to introduce into the market. Briefly describe the product. Then develop the segmentation, targeting, and positioning strategy for marketing the new product. Be sure to discuss:
- The overall strategy; why are segmenting, targeting and positioning useful methodologies.
- Segmentation and targeting choices
- Characteristics of the target market
- Why that target market is attractive
- The positioning strategy
Provide justifications, in the form of research, for your decisions and reference your textbook and required readings.
Your paper should be two pages in length, not including the title and reference pages,
Option #2: Marketing an Existing Product
Put yourself in the position of a marketer who wants to market an existing product or service. Write a paper explaining how you will remarket your product using a new strategy (branding, promotion, new market, etc.) with a focus on the segmentation, targeting, and positioning (STP) strategies to company executives to invest in your recommendation.
Be sure to cover the following:
- The big picture; why an STP approach is appropriate
- How the market may be segmented
- Targeting plans; market attractiveness
- Positioning strategy utilizing the 4P’s of marketing
Provide justifications, in the form of research, for your decisions and reference your textbook and required readings.
Your paper should be two to three pages in length, not including the title and reference pages,
Rubric
MKG310 Mod 4 CT
MKG310 Mod 4 CT
| Criteria |
Ratings |
Pts |
|
This criterion is linked to a Learning OutcomeRequirements
|
| 10.0 to >8.0 pts
Meets Expectation
The case study paper or presentation includes all the required components, as specified in the assignment.
|
8.0 to >6.0 pts
Approaches Expectation
Includes most of the required components, as specified in the assignment.
|
6.0 to >4.0 pts
Below Expectation
Includes some of the required components, as specified in the assignment.
|
4.0 to >0 pts
Limited Evidence
Includes few of the required components, as specified in the assignment.
|
|
10.0 pts
|
|
This criterion is linked to a Learning OutcomeContent
|
| 30.0 to >24.0 pts
Meets Expectation
Demonstrates strong or adequate knowledge of the materials; correctly represents knowledge from the readings and sources.
|
24.0 to >18.0 pts
Approaches Expectation
Some significant but not major errors or omissions in demonstration of knowledge.
|
18.0 to >12.0 pts
Below Expectation
Major errors or omissions in demonstration of knowledge.
|
12.0 to >0 pts
Limited Evidence
Fails to demonstrate knowledge of the materials.
|
|
30.0 pts
|
|
This criterion is linked to a Learning OutcomeCritical Analysis
|
| 25.0 to >20.0 pts
Meets Expectation
Provides a strong critical analysis and interpretation of the information given.
|
20.0 to >15.0 pts
Approaches Expectation
Some significant but not major errors or omissions in analysis and interpretation.
|
15.0 to >10.0 pts
Below Expectation
Major errors or omissions in analysis and interpretation.
|
10.0 to >0 pts
Limited Evidence
Fails to provide critical analysis and interpretation of the information given.
|
|
25.0 pts
|
|
This criterion is linked to a Learning OutcomeSources / Examples
|
| 10.0 to >8.0 pts
Meets Expectation
Sources or examples meet required criteria and are well chosen to provide substance and perspectives on the issue under examination.
|
8.0 to >6.0 pts
Approaches Expectation
Sources or examples meet required criteria but are less than adequately chosen to provide substance and perspectives on the issue under examination.
|
6.0 to >4.0 pts
Below Expectation
Sources or examples meet required criteria but are poorly chosen to provide substance and perspectives on the issue under examination.
|
4.0 to >0 pts
Limited Evidence
Source or example selection and integration of knowledge from the course is clearly deficient.
|
|
10.0 pts
|
|
This criterion is linked to a Learning OutcomeDemonstrates college-level proficiency in organization, grammar and style.
|
| 10.0 to >8.0 pts
Meets Expectation
Project is clearly organized, well written, and in proper format, as outlined in the assignment. Strong sentence and paragraph structure; few errors in grammar and spelling.
|
8.0 to >6.0 pts
Approaches Expectation
Project is fairly well organized and written and is in proper format, as outlined in the assignment. Reasonably good sentence and paragraph structure; significant number of errors in grammar and spelling.
|
6.0 to >4.0 pts
Below Expectation
Project is poorly organized; does not follow proper paper format. Inconsistent to inadequate sentence and paragraph development; numerous errors in grammar and spelling.
|
4.0 to >0 pts
Limited Evidence
Project is not organized or well written and is not in proper paper format. Poor quality work; unacceptable in terms of grammar and spelling.
|
|
10.0 pts
|
|
This criterion is linked to a Learning OutcomeDemonstrates proper use of APA style
|
| 10.0 to >8.0 pts
Meets Expectation
Project contains proper APA formatting, according to the CSU-Global Guide to Writing and APA, with no more than one significant error.
|
8.0 to >6.0 pts
Approaches Expectation
Few errors in APA formatting, according to the CSU-Global Guide to Writing and APA, with no more than two to three significant errors.
|
6.0 to >4.0 pts
Below Expectation
Significant errors in APA formatting, according to the CSU-Global Guide to Writing and APA, with four to five significant errors.
|
4.0 to >0 pts
Limited Evidence
Numerous errors in APA formatting, according to the CSU-Global Guide to Writing and APA, with more than five significant errors.
|
|
10.0 pts
|
|
Total Points: 95.0
|
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