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MKG721 Food Marketing

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Question:

Criteria

85 – 100%

75-84%

65-74%

50- 64%

0-49%

Presentation of a brief background to the industry and product.

 

Presents a concise and critical background to the industry and product based on relevant and current secondary data. 

Takes on board all feedback provided for Tasks 1 and 2.

Presents a concise and insightful background to the industry and product based on relevant and current secondary data.  Takes on board the feedback provided for Tasks 1 and 2.

Presents a brief background to the industry and product

based on relevant and current secondary data. Takes on board most of the feedback provided for Tasks 1 and 2.

Presents a brief background to the industry and product based on relevant secondary data.

Takes on board some of the feedback provided from Tasks 1 and 2.

Presents an inadequate background to the industry and product. Does not adequately take on board feedback from Tasks 1 and 2.

Mark …/5

Comment:

Identification and profiling of key market segments.

 

Application of knowledge of consumer decision making for the product category

Identifies three potential target markets.

Presents a rich profile of the most attractive target market based on application of all four bases and a range of determinant variables and relevant and current secondary data.

Justifies the selection of the target market through rigorous evaluation of criteria for effective segmentation - backed by current and relevant sources of data.

Critically evaluates and justifies the consumer decision making process based on level of involvement.

Critically evaluates and justifies implications for marketing with a focus on how the marketing organisation for the product selected could influence each stage of the decision-making process in their favour.

Identifies at least two target attractive markets.

Presents a profile of an attractive target market based on all four bases and a range of relevant variables.

Justifies the selection of the target market through evaluation of criteria for effective segmentation – backed by relevant and current sources of data.

Examines and applies the consumer decision making process based on level of involvement.

Examines a range of implications for marketing with a focus on how the marketing organisation for the product selected could influence each stage of the decision-making process in their favour.

Identifies at least two appropriate target markets.

Presents a profile of an attractive target market based on a range of relevant segmentation variables.

Evaluates the selection of the target market by applying criteria for effective segmentation – identifiable, measurable, sustainable, reachable, actionable.

Discusses the consumer decision making process with a focus on level of involvement.

Discusses how the marketing organisation for the product selected could influence each stage of the decision-making process in their favour.

Identifies at least two appropriate target market.

Presents a profile of one key target market.

Describes the consumer decision making process.

Describes how the marketing organisation for the product selected could influence the decision-making process in their favour.

Identifies inappropriate target markets.

Presents an inadequate profile of an identified target market for the product.

Provides an inadequate discussion of consumer decision making process.

Provides an inadequate discussion of how the marketing organisation could influence the decision-making process.

Mark …/20

Comment

 

Criteria

85 – 100%

75-84%

65-74%

50- 64%

0-49%

Development of a marketing strategy for the branded product (positioning, product, branding and price) for one key market segment

 

Proposes and justifies an appealing marketing mix targeted at one key market segment.

Critically and insightfully evaluates the integration of the marketing mix.

Recommends and comprehensively justifies an appropriate positioning and branding strategy including a brand positioning strategy based on relevant and cutting-edge research and insightful choice and justification of a range of branding elements.

Proposes and justifies marketing strategies based on relevant and cutting-edge research and relevant marketing theory.  

Proposes and evaluates an appealing marketing mix covering all elements targeted at one key market segment.

Insightfully evaluates the integration of the marketing mix.

Recommends and evaluates an appropriate positioning and branding strategy including a brand positioning strategy and insightful choice of a range of branding elements.

Proposes and evaluates strategies based on relevant and current research and relevant marketing theory.

Presents and discusses an appealing marketing mix targeted at a key market segment. Discusses the integration of the marketing mix.

Recommends an appropriate positioning and branding strategy including clear discussion of brand positioning strategy and choice of key branding elements.

Proposes strategies based on relevant and current research and relevant marketing theory.

 

Describes a marketing mix targeted at one key segment.  

Recommends an appropriate positioning and branding strategy.

Uses relevant sources of secondary data and relevant marketing theory.

 

Presents an inappropriate or limited marketing mix which is not targeted at one key segment.

Proposes an inadequate or inappropriate positioning and/or branding strategy.

Uses irrelevant or outdated sources of secondary data and inadequate use of relevant marketing theory.

 

Mark …./40

Comment:

 

 


 

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My Assignment Help. (2021). Food Marketing. Retrieved from https://myassignmenthelp.com/free-samples/mkg721-food-marketing/shakes-are.html.

My Assignment Help (2021) Food Marketing [Online]. Available from: https://myassignmenthelp.com/free-samples/mkg721-food-marketing/shakes-are.html
[Accessed 28 September 2021].

My Assignment Help. 'Food Marketing' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/mkg721-food-marketing/shakes-are.html> accessed 28 September 2021.

My Assignment Help. Food Marketing [Internet]. My Assignment Help. 2021 [cited 28 September 2021]. Available from: https://myassignmenthelp.com/free-samples/mkg721-food-marketing/shakes-are.html.


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