principles of marketing 28

Select an organization (or make one up). This should be the organization you plan to use for the marketing plan which is the major final project for this course. State the name of the organization or make up a name. Please be sure you wish to use this organization as you will be completing your final marketing plan project on this organization. Seek advice from the instructor if you have any questions. This assignment will ultimately be included in your final project. Answer the following questions based on that organization.

  1. Discuss some of the main actors in the microenvironment and the main forces in the macroenvironment for your organization. Please be specific and provide relevant analysis useful for the organization.
  2. Consider what marketing research the organization has done or can conduct in the future. Include at least one specific primary data collection and one specific secondary data gathering. Also, what marketing decisions have been or could be made with that marketing research?

(For all dropbox assignments, remember to reference at least 2 sources; one must be the textbook plus one from a website, video, or other source. Use quotes for direct material taken and cite even if paraphrasing.)

Hide Rubrics

Rubric Name: Dropbox (40 pts)

This table lists criteria and criteria group name in the first column. The first row lists level names and includes scores if the rubric uses a numeric scoring method.


Level 4

Level 3

Level 2

Level 1

Content; Level of Analysis

28 points

Responds to all questions or steps.

Reflects a full understanding of all key concepts.

Connections to the course material are evident and fully developed.

Specific and appropriate examples are used where requested/appropriate.

Meets minimum word count (250-350 words) except for Dropbox 2.

25 points

Mostly responds to all questions or steps.

Reflects a fair to good understanding of all key concepts and questions.

Connections to the course material are evident.

Examples are used where appropriate.

Word count nearly meets minimum.

22 points

Does not respond to all questions or steps.

Minimally touches on one or more elements.

Shows little understanding of key concepts..

Reflects minimal effort, word count is substantially below minimum.

19 points

Does not address all required questions or steps.

Shows lack of understanding of key concepts and very minimal or no familiarity with the readings.

Reflects very minimal effort and no original insight.

Assignment not submitted (0 points).

/ 28

Writing style, Format, Citations

12 points

Writing is sophisticated, interesting, and grammar and spelling rules followed.

All citation guidelines are observed.

10 points

Writing flows well and is generally interesting.

Grammar and spelling rules are generally followed.

A few errors in mechanics. Citation applications are correct.

8 points

Writing needs work on flow and sophistication.

Difficulties with citations or references (3 errors or more).

6 points

Writing lacks flow and is clearly largely taken from course material or the Internet.

Difficulties with citations or references (5 errors or more).

Plagiarized work (0 points).

/ 12

Rubric Total Score


/ 40

Overall Score

Overall Score

Exemplary36 points minimum

Proficient32 points minimum

Partially Proficient28 points minimum

Unacceptable0 points minimum

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