Assignment 2: Factors Affecting Marketing Strategy

<![endif]–>Grading for this assignment will be based on answer quality, logic / organization of the paper, and language and writing skills, using the following rubric.

Points: 220 Assignment 2: Factors Affecting Marketing Strategy
Criteria Unacceptable

Below 70% F

Fair

70-79% C

Proficient

80-89% B

Exemplary

90-100% A

1. Thoroughly describe (in at least one [1] full paragraph):

a) whether the product is a low, medium, or high involvement product.

b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).

c) whether you are mimicking an existing campaign or building your own and the reason for your choice.

Weight: 5%

Did not submit or incompletely described (in at least one [1] full paragraph):

a) whether the product is a low, medium, or high involvement product.

b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).

c) whether you are mimicking an existing campaign or building your own and the reason for your choice.

Partially described (in at least one [1] full paragraph):

a) whether the product is a low, medium, or high involvement product.

b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).

c) whether you are mimicking an existing campaign or building your own and the reason for your choice.

Satisfactorily described (in at least one [1] full paragraph):

a) whether the product is a low, medium, or high involvement product.

b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).

c) whether you are mimicking an existing campaign or building your own and the reason for your choice.

Thoroughly described (in at least one [1] full paragraph):

a) whether the product is a low, medium, or high involvement product.

b) the perceived quality signals for the product (e.g., price, advertising intensity, warranties).

c) whether you are mimicking an existing campaign or building your own and the reason for your choice.

2. Provide statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Using the summary tables, determine if this market segment has grown over the past ten (10) years, and project if it will continue to grow within the next ten (10) years. Analyze three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product. Weight: 15% Did not submit or incompletely provided statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Did not submit or incompletely, using the summary tables, determined if this market segment has grown over the past ten (10) years, and did not submit or incompletely projected if it will continue to grow within the next ten (10) years. Did not submit or incompletely analyzed three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product. Partially provided statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Partially, using the summary tables, determined if this market segment has grown over the past ten (10) years, and partially projected if it will continue to grow within the next ten (10) years. Partially analyzed three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product. Satisfactorily provided statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Satisfactorily, using the summary tables, determined if this market segment has grown over the past ten (10) years, and satisfactorily projected if it will continue to grow within the next ten (10) years. Satisfactorily analyzed three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product. Thoroughly provided statistical data from the U.S. Census on the size of the market segment to which the advertisement will be geared toward. Thoroughly, using the summary tables, determined if this market segment has grown over the past ten (10) years, and thoroughly projected if it will continue to grow within the next ten (10) years. Thoroughly analyzed three (3) factors affecting this market segment, as well as how these factors are changing the segment’s purchasing behavior for this product.
3. Determine which reference groups influence this market segment. Strategize which diffusion rate is most appropriate for this product to move it into national prominence. Determine diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Recommend a diffusion enhancement strategy that incorporates reference groups for this product.

Weight: 15%

Did not submit or incompletely determined which reference groups influence this market segment. Did not submit or incompletely strategized which diffusion rate is most appropriate for this product to move it into national prominence. Did not submit or incompletely determined diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Did not submit or incompletely recommended a diffusion enhancement strategy that incorporates reference groups for this product. Partially determined which reference groups influence this market segment. Partially strategized which diffusion rate is most appropriate for this product to move it into national prominence. Partially determined diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Partially recommended a diffusion enhancement strategy that incorporates reference groups for this product. Satisfactorily determined which reference groups influence this market segment. Satisfactorily strategized which diffusion rate is most appropriate for this product to move it into national prominence. Satisfactorily determined diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Satisfactorily recommended a diffusion enhancement strategy that incorporates reference groups for this product. Thoroughly determined which reference groups influence this market segment. Thoroughly strategized which diffusion rate is most appropriate for this product to move it into national prominence. Thoroughly determined diffusion determinants and diffusion inhibitors for this product using Table 7-3 in Chapter 7. Thoroughly recommended a diffusion enhancement strategy that incorporates reference groups for this product.
4. Develop characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10.

Weight: 5%

Did not submit or incompletely developed characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10. Partially developed characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10. Satisfactorily developed characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10. Thoroughly developed characteristics of the product that you want to promote in your advertising campaign using Table 10-2 in Chapter 10.
5. Determine which dimension best suits the selected product, and build a promotion- focused or prevention- focused campaign.

Weight: 10%

Did not submit or incompletely determined which dimension best suits the selected product, and built a promotion-focused or prevention- focused campaign. Partially determined which dimension best suits the selected product, and built a promotion-focused or prevention- focused campaign. Satisfactorily determined which dimension best suits the selected product, and built a promotion-focused or prevention- focused campaign. Thoroughly determined which dimension best suits the selected product, and built a promotion-focused or prevention- focused campaign.
6. Determine whether the selected product will have a high or low involvement learning need. Develop a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide.

Weight: 10%

Did not submit or incompletely determined whether the selected product will have a high or low involvement learning need. Did not submit or incompletely developed a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide. Partially determined whether the selected product will have a high or low involvement learning need. Partially developed a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide. Satisfactorily determined whether the selected product will have a high or low involvement learning need. Satisfactorily developed a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide. Thoroughly determined whether the selected product will have a high or low involvement learning need. Thoroughly developed a strategy for consumers to rediscover the selected product, using Table 9-1 in Chapter 9 as a guide.
7. Map out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Determine if there will be an increase or decrease in purchases or consumption. Evaluate how these factors affect consumption.

Weight: 15%

Did not submit or incompletely mapped out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Did not submit or incompletely determined if there will be an increase or decrease in purchases or consumption. Did not submit or incompletely evaluated how these factors affect consumption. Partially mapped out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Partially determined if there will be an increase or decrease in purchases or consumption. Partially evaluated how these factors affect consumption. Satisfactorily mapped out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Satisfactorily determined if there will be an increase or decrease in purchases or consumption. Satisfactorily evaluated how these factors affect consumption. Thoroughly mapped out the impact of lifestyle on consumer behavior, using Figure 12-2 in Chapter 12 to assist you. Thoroughly determined if there will be an increase or decrease in purchases or consumption. Thoroughly evaluated how these factors affect consumption.
8. Evaluate your campaign for the selected product and its effect on problem recognition.

Weight: 10%

Did not submit or incompletely evaluated your campaign for the selected product and its effect on problem recognition. Partially evaluated your campaign for the selected product and its effect on problem recognition. Satisfactorily evaluated your campaign for the selected product and its effect on problem recognition. Thoroughly evaluated your campaign for the selected product and its effect on problem recognition.
9. Four (4) references

Weight: 5%

No references provided Does not meet the required number of references; some or all references poor quality choices. Meets number of required references; all references high quality choices. Exceeds number of required references; all references high quality choices.
10. Writing Mechanics, Grammar, Formatting, Clarity and Coherence of Writing

Weight: 5%

Serious and persistent errors in grammar, spelling, punctuation, or formatting. Information is confusing to the reader and fails to include reasons and evidence that logically support ideas. Partially free of errors in grammar, spelling, punctuation, or formatting. Information is partially clear with minimal reasons and evidence that logically support ideas. Mostly free of errors in grammar, spelling, punctuation, or formatting. Information is mostly clear and generally supported with reasons and evidence that logically support ideas. Error-free or almost error-free grammar, spelling, punctuation, or formatting. Information is provided in a clear, coherent, and consistent manner with reasons and evidence that logically support ideas.
11. Appropriate use of APA in-text citations, source integration, and reference section.

Weight: 5%

Lack of in-text citations and / or lack of reference section. Serious errors in the integration of sources, such as intentional or accidental plagiarism, or failure to use in-text citations. In-text citations and references are provided, but they are only partially formatted correctly in APA style. Sources are partially integrated using effective techniques of quoting, paraphrasing, and summarizing. Most in-text citations and references are provided, and they are generally formatted correctly in APA style. Sources are mostly integrated using effective techniques of quoting, paraphrasing, and summarizing. In-text citations and references are error free or almost error free and consistently formatted correctly in APA style. Sources are consistently integrated using effective techniques of quoting, paraphrasing, and summarizing.