Note: Assessments 1–3 in this course require you to complete a marketing analysis. Because they build on each other, it is recommended but not required that you complete them in sequence. Choose a company’s product or service and submit a detailed analysis of the product. All of us have a perspective of marketing from the role of a consumer, but have you ever thought about the media and messages behind the products and services you use every day? Many people think marketing means personal selling. Others think it means advertising. Still others believe marketing has to do with making products available in stores, arranging displays, and maintaining inventories of products for future sales. Actually, marketing includes all of these activities and more. Effective marketing begins with great products. The central focus of a marketing program will be on a product or service for which the integrated marketing effort will summarize the essence of that product or service. All of this will include the company, competition, and customer requirements. Design, product positioning, and other elements are part of product line management’s efforts to maintain a unique set of values in the customer’s mind, either carving out a niche or maintaining market share leadership against the onslaught of competitive products. By successfully completing this assessment, you will demonstrate your proficiency in the following course competencies and assessment criteria: * Competency 1: Examine the basic marketing models for a business or organization. * Address assessment purpose in a well-organized text, incorporating appropriate evidence and tone in grammatically sound sentences. * Competency 3: Examine the relationship of basic marketing strategies to business success. * Evaluate product strategies to business success. * Competency 4: Apply effective marketing planning and implementation. * Describe competition for product and the marketing environment. * Discuss branding of the product, including intended audience and product positioning. * Describe the product and their target market. #### Overview This assessment allows you to analyze in depth a product of your choice. You will be able to look in a detailed manner at how a company maximizes the branding of the product, the competition, and how the company positions the product in the marketplace. #### Preparation Pick a company that makes or sells products, not a service-oriented company. Use the same company for Assessments 1–3 in this course. Try to go beyond the typical consumer electronic offerings, such as Apple. If you are in doubt about your chosen company but if it will work for the project, please ask your faculty member. #### Instructions As an attachment to this assessment, submit your analysis of the first P (product) for your chosen company’s product. The central focus of a marketing program is the product. It is the sole basis and driving force behind all marketing activities and what excites a target market. Your product analysis should include the company, competition, and target market requirements. In your analysis, evaluate the following: * Explain the product and the company’s primary target market. What are the niche characteristics of the product and the traits of the primary target market? * Identify and describe the competition and overall marketing environment. * Evaluate how this product is positioned in the marketplace, the influence the brand has on its product category. * Assess how the company’s marketing strategies for this product affect its business success—what would you recommend the company do in terms of this product to assure its long-term success? * Cite any resources you use. Note: Faculty may use the Writing Feedback Tool when grading this assessment. The Writing Feedback Tool is designed to provide you with guidance and resources to develop your writing based on five core skills. You will find writing feedback in the Scoring Guide for the assessment, once your work has been evaluated. Learn more about the Writing Feedback Tool on the course Tools and Resources page. ### ADDITIONAL REQUIREMENTS * Written communication: Communication should be clear and well organized, and support a central idea, with no technical writing errors, as expected of a business professional. * References: References and citations are formatted in a consistent style, with a preference for using APA Style and Formatting. * Number of resources: Use a minimum of three scholarly resources related to the content of the assessment. * Length of paper: Approximately 3–3 typed, double-spaced pages, in addition to the title and references pages. * Font and font size: Times New Roman, 12 point. # Product Analysis Scoring Guide CRITERIA| NON-PERFORMANCE| BASIC| PROFICIENT| DISTINGUISHED —|—|—|—|— Describe the product and their target market.| Does not discuss the product and their target market.| Discusses the product and their target market.| Describes the product and their target market.| Analyzes the product and their target market. Discuss branding of the product, including intended audience and product positioning.| Does not discuss branding of the product.| Discusses branding of the product.| Discusses branding of the product, including intended audience and product positioning.| Analyzes branding of the product, including intended audience and product positioning. Describe competition for product and the marketing environment.| Does not discuss competition for product and the marketing environment.| Discusses competition for product and the marketing environment.| Describes competition for product and the marketing environment.| Analyzes competition for product and the marketing environment. Evaluate product strategies to business success.| Does not discuss product strategies to business success.| Discusses product strategies to business success.| Evaluates product strategies to business success.| Synthesizes product strategies to business success. Address assessment purpose in a well-organized text, incorporating appropriate evidence and tone in grammatically sound sentences.| Does not respond to the assessment prompt and/or does not organize text appropriately, uses inappropriate tone, or does not include structurally sound sentences.| Addresses the assessment purpose with minimal issues related to evidence, tone, and sentence structure.| Addresses assessment purpose in a well- organized text, incorporating appropriate evidence and tone in grammatically sound sentences.| Presents a focused purpose through strong organizational skills. Presents evidence through strong paraphrasing/summarizing and appropriate tone and sentence structure.
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