marketing
Fail
Pass
Credit
Distinction
Max Mark
Actual Mark
Marketing
environment
Provides little or no description of the marketing environment and omits implications for the brand. Ignores or does not grasp the significance of information provided.
Provides some description of the marketing environment and hints at implications for the brand. Takes into account all relevant information provided.
Provides good description of the marketing environment and has good understanding of implications for the brand. Takes into account most of the relevant information provided.
Provides a detailed description of the marketing environment and explains clearly the implications for the brand. Takes into account all relevant information provided, and has clearly done extra research.
2
Segmentation strategy
Does not segment the market or uses inappropriate segmentation variables.
Segments the market, but does not use the most meaningful variables.
Segments the market mostly based on meaningful, measurable variables but with a few minor exceptions
Segments the market based on meaningful, measurable variables.
3
Targeting strategy
Chooses target segment randomly or by intuition only. Provides no justification for the choice.
Chooses target segment(s) based on reasonable but not necessarily the most suitable criteria for the situation. Provides some justification.
Chooses target segment(s) based on appropriate criteria for the situation, and provides good level of justification
Chooses target segment(s) based on the most appropriate criteria for the situation, and provides excellent, clear justification
3
Description of the target customer
Provides little or no description of either characteristics or product- and brand-relevant behavior.
Provides adequate descriptions of the most obvious characteristics and product- and brand-relevant behavior.
Provides good, reasonably detailed descriptions of characteristics
Pass
Credit
Distinction
Max Mark
Actual Mark
Marketing
environment
Provides little or no description of the marketing environment and omits implications for the brand. Ignores or does not grasp the significance of information provided.
Provides some description of the marketing environment and hints at implications for the brand. Takes into account all relevant information provided.
Provides good description of the marketing environment and has good understanding of implications for the brand. Takes into account most of the relevant information provided.
Provides a detailed description of the marketing environment and explains clearly the implications for the brand. Takes into account all relevant information provided, and has clearly done extra research.
2
Segmentation strategy
Does not segment the market or uses inappropriate segmentation variables.
Segments the market, but does not use the most meaningful variables.
Segments the market mostly based on meaningful, measurable variables but with a few minor exceptions
Segments the market based on meaningful, measurable variables.
3
Targeting strategy
Chooses target segment randomly or by intuition only. Provides no justification for the choice.
Chooses target segment(s) based on reasonable but not necessarily the most suitable criteria for the situation. Provides some justification.
Chooses target segment(s) based on appropriate criteria for the situation, and provides good level of justification
Chooses target segment(s) based on the most appropriate criteria for the situation, and provides excellent, clear justification
3
Description of the target customer
Provides little or no description of either characteristics or product- and brand-relevant behavior.
Provides adequate descriptions of the most obvious characteristics and product- and brand-relevant behavior.
Provides good, reasonably detailed descriptions of characteristics