Write an essay-Marketing

Companies find good ideas by researching competitors? products and services. Select one consumer product category with which you are familiar, either because you or a family member or friend purchase it or use it frequently (for example: shampoos, carbonated beverages, snack foods, baked goods– if you have a question about whether the category qualifies, just ask).In your essay, you must:Suggest one incremental innovation that you would like to see for the product/category chosen. For example, would you prefer a different form of bottling for shampoos? A different flavor for soft drinks?cola flavored chips, for example. Do any of the items in your research have glaring weaknesses as in its cleaning properties, smell, or taste that a company can improve upon? Link your suggestion to an unmet consumer need. State why you think others might have this same need? Why is competitive research so important for companies to undertake?Please remember that your essay should be in essay format with an introduction and a conclusion. Please not include short answer or bulleted responses. The essays must be at 2-3 pages, double-spaced with 12-point, Times New Roman font. Each essay must include (1) a well thought-out introduction, with a thesis statement and a brief summary the issues you will discuss, (2) intervening paragraphs, directly responding to the questions/issues, and (3) a concluding paragraph, summarizing you main points. The essays must be supported by references to the text and/or other marketing resources. textbook: Marketing Management, Student Value Edition
rubric_essays_2_3.pdf

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RUBRIC FOR ESSAYS 2 & 3
Criteria
Excellent
Good
Satisfactory
Needs
Improvement
Addresses all of
the assigned
questions
20 points This is
scored
proportionately. In
other words, if there
are 2 questions, and
the student answers
one, 10 points are
awarded. If there are
4 questions, and the
student answers 3, 15
points are awarded.
Analysis is
thoughtful and
applies relevant
concepts or
theories from text
or other
references
50 points. Analysis
or evaluation is fact
based, examples are
specific, and relevant
marketing theory has
been cited.
40 ? 45 points.
Fact based
analysis or
evaluation.
Examples lack
specificity or are
vague. Relevant
marketing
theory cited.
35 points. Analysis
or evaluation is
opinion based,
examples are vague,
link to marketing
theory established.
20 points.
Opinion based
analysis or
evaluation and
marketing theory
is not cited.
Writing is well
organized and
concise, in a
professional
business tone.
20 points
18 points
15 points
10 points
Concise introductory
& concluding
statement
Missing either
an introductory
or concluding
statement.
Missing either an
Missing both
introductory or
introductory and
concluding statement concluding
statements.
Some ideas/
statements are
Ideas ramble and
irrelevant to topic.
cannot be clearly
linked to the
topic.
All ideas are relevant
and linked to the
topic.
Spelling &
Grammar
Total Points
Available – 100
All ideas are
relevant and
topic linked.
10 points
8 points
4 points
0 errors
3 or fewer errors 7 or fewer errors
0 points:
8 or more errors

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