Consumer Behavior Theory and Effective Product Development Assignment
Individual Assignment : Consumer Behavior Theory and Effective Product Development assignment
Students will write a paper identifying, describing and assessing consumer behavior theory models. Then the student will examine, analyze, and reflect on how using various consumer behavior models contribute and influence effective product development, the marketing mix and marketing strategy. Analysis will focus on how understanding and integrating consumer behavior theory models contributes to the development and marketing of successful products and services. Students are encouraged to include an emerging topic on consumer behavior in the paper.
The paper will be based on information from secondary sources, company web sites, as well as professional experiences and insights. Surveys and primary research are encouraged but not required.
The final report profiles how consumer behavior theory models contribute to the development and marketing of successful products and services. Recommendations related to process improvement may be made. The student should use course concepts where appropriate. The final report must not exceed ten double-spaced, 12-point font, 1-inch margin pages. Exhibits can be added and are not included in the page total.
Graduate Percentage Scale:
0.00 – 68.74%
68.75 – 86.24%
86.25 – 93.74%
93.75 – 100%
Graduate Scaled Score:
0.0 – 1.5
1.6 – 2.9
3.0 – 3.5
3.6 – 4.0
% of Grade
Below Standard
Approaching Standard
At Standard
Exceeds Standard
Depth and detail of consumer behavior
35
Little or no consideration of identifying, describing, and analyzing how consumer behavior contributes to and influences effective product development, the marketing mix and marketing strategy.
Some consideration and use of identifying, describing, and analyzing how consumer behavior contributes to and influences effective product development, the marketing mix and marketing strategy.
Good consideration and use of identifying, describing, and analyzing how consumer behavior contributes to and influences effective product development, the marketing mix and marketing strategy.
In addition to meeting “At Standard” criteria, includes additional pertinent research, insights and thoughts.
Assumptions, analysis, and research
35
Assumptions for analysis are not described and/or not warranted; Reasoning does not reflect through understanding of consumer behavior. Reasoning is not based on important facts and/or not linked to research issues identified.
Some assumptions not warranted; Some reasoning does not reflect thorough understanding of consumer behavior. Reasoning is partially based on important facts and/or not linked to research issues identified.
All assumptions warranted; Reasoning reflects through understanding of consumer behavior. Reasoning is based on important facts and linked to research issues identified.
In addition to meeting “At Standard” criteria, includes additional pertinent research, insights and thoughts.
References
15
Resources selected are not appropriate for the purpose of this work and demonstrate little to no research. APA citation style is not followed at all.
Some resources are appropriate for the purpose of this work with limited research demonstrated. There are frequent errors in APA citation style.
Resources selected are appropriate for the work and reflect ample research. APA citation style is used with minor errors.
Resources selected are appropriate for the purpose of this work and reflect substantial research. APA citation style is used with no errors.
Writing Mechanics
15
Improper use of grammar, spelling, syntax, punctuation, and style (7+ errors).
Some improper grammar, spelling, syntax, punctuation, and style (4-6 errors).
Mostly proper grammar, spelling, syntax, punctuation, and style (2-3 errors).
Proper grammar, spelling, syntax, punctuation, and style (0-1 errors).
TOTAL
100%
