everything in the attachments please read carefully.
Individual Written Projects Instructions MKTG 3213 Principles of Marketing Tom Brown and Kinda Wilson Over the course of the semester, you will complete three written projects that are due on the dates shown on the course schedule. All written projects are individual projects and will be uploaded to the Brightspace drop box for the course. Half of the grade on written projects will be based on the content of your responses and half will be based on the quality of your writing. (By “quality of your writing,” we include aspects such as grammar, punctuation, capitalization, format/appearance, and spelling.) The grading rubric for individual written projects is straightforward and is the same for both quality of content and quality of writing: “below average” = 18 points; “average” = 21 points; and “above average” = 25 points. You are free to discuss the written projects with others but the writing must be your own. If necessary, feel free to have someone else help you correct writing mistakes. Note, however, that you must use the editor to improve your writing ability, not simply to correct your work before submitting it. In other words, the editor should make comments or suggestions, but you, the writer, should make the changes. Your written projects must be in paragraph format (that is, not in bullet point format) using 12-point font, double-spacing, and standard one-inch margins in Microsoft Word. On the first page of your document, include your full name, Banner identification number, and the days and times your section meets (e.g., TR 9:00). This information MUST be included in the upper left hand corner of the document as follows: FirstName LastName Banner ID Number Day/Time of Course Session Example: Tom Brown A12345678 MW 2:30 Please save your written project using the following file name format: LastName_FirstName_ProjectNumber.doc. Example: Brown_Tom_IWP1.doc We will use Turnitin software to scan each written document for plagiarism. Do your own work. Individual written projects are due in the appropriate Brightspace dropbox by the deadlines shown below and noted on the “MKTG 3213 Detailed Schedule SPRING 2018” document. We include a 24-hour grace period during which you may upload late projects in case you have computer issues, are ill, etc. After the 24-hour grace period expires, you will not be able to upload the project; we will NOT accept late papers after the grade period expires. Independent Written Project 1: 11:30pm, Friday, February 16 Independent Written Project 2: 11:30pm, Friday, March 16 Independent Written Project 3: 11:30pm, Friday, April 13 Individual Written Project #2 (3 pages) MKTG 3213 Principles of Marketing Tom Brown and Kinda Wilson For the second written assignment, select a company of your choice and identify one (1) of the products or services that the company offers. Please write responses to the following questions with respect to that company and the product or service you have identified. (Please number your responses so that they correspond with the topics below.) 1. Identify and describe the market segment to which the product/service is marketed. Include information about the basic customer needs that are being satisfied in that segment and develop a buyer persona for the segment. 2. For the product/service you have identified, please discuss the product/service bundle (i.e., core benefits, expected attributes, add-on attributes). In addition, choose at least three attributes of the product or service and discuss each based on the type of attribute (i.e., shopping, experience, credence). 3. For the product/service you have identified, identify at least two specific service performances that must be delivered in the process of providing the product/service to customers. (For products, the retailer who provided the product might perform the services.) For each of these service performances, identify potential failure points and discuss how you might failsafe the service (a) to avoid or (b) to identify and respond to these potential failure points. 4. Consider best practices for choosing a good brand name. Evaluate the product/service’s brand in light of these best practices and discuss whether or not the brand chosen is a good one. IMPORTANT: Upload your paper to the Brightspace dropbox by 11:30pm on Friday, March 16, 2018. Because unexpected things occur occasionally, we will offer a 24-hour grace period before closing the dropbox. Except in the case of documented medical emergencies, no late papers will be accepted after the grace period expires. Please remember that your project will be graded for both content and writing quality. Please see the document “Individual Written Projects Instructions” on Brightspace for information about how to format your response document and filename.