Principles of marketing essay assignment
Order ID:89JHGSJE83839 Style:APA/MLA/Harvard/Chicago Pages:5-10 Instructions:
Principles of marketing essay assignment
Textbook(s)
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th ed.). Pearson.
After completing the READ and ATTEND for Unit 2, read “Company Case Kraft Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change” at the end of Chapter 5. Incorporate the following topics in the order depicted below using at least 1200 words (not including questions or references), demonstrating an understanding of the READ and ATTEND sections. Select at least three appropriately related scholarly sources ( one may be text book)
- Provide an example for each of the five ways a company can gain a competitive advantage through differentiation. In which of these ways does Kraft Heinz gain a competitive advantage? Provide justification for your selection.
- Discuss the dimensions and the importance of strong brand equity and brand value. Does Kraft Heinz have strong brand equity and brand value? Provide justification for your response.
- Explain the product life-cycle and why it is important for marketers to understand and the concept. Discuss the stage of the product life-cycle for Kraft Macaroni and Cheese.
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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