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Dashboard / My courses / MKTG_3451_J01_201835 / Sections / Topic 4
/ Assignment 2: Product Overview (10%) Instructions and Submission
MKTG 3451_SW4.2 – Professional Selling (Summer
2018 Hilde)
Assignment 2: Product Overview (10%) Instructions and
Submission
A good salesperson will have a robust understanding of the product that he or she is selling. Many salespeople stop at the point of
understanding the technical details of the product. Excellent salespeople take their understanding further, and gain knowledge of
the product on a much broader range of dimensions.
A. Review Feedback from Integrated Assignment Plan
Before beginning this activity, you must have completed and received approval on your Assignment 1.2: Integrated Assignment
Plan. Your paper will not be marked unless you have a full written approval from your Open Learning Faculty Member. Review the
feedback from your Open Learning Faculty Member and make any required adjustments to your plan. Wait until you have full
approval before beginning this assignment. Sometimes, you may have to pick a different product/service in order to be successful
in this project.
B. Write a Product Overview and Reflection
In a report of approximately 1,500–2,000 words, demonstrate your knowledge of your chosen product/service. See the
“Assignment Structure” section for details on how to format your paper.
Part I: Product Overview (40 marks)
Create a well-organized product overview of 1,000–1,300 words with all the information the salesperson would need to know
before developing his or her sales presentation. You are required to conduct a thorough literature search about the
product/service and your competition. All information gathered for this assignment must be collected from public sources. You
must cite and reference the sources in APA style to avoid plagiarism! The more you have cited and referenced, the stronger your
paper will be, because you are not just speaking from your own opinion.
If you are intending to complete primary research, for example, speaking directly to people to obtain product knowledge, you will
need to submit an application to the Research Ethics Board prior to conducting such a study. Failure to do so will make the data
collected inadmissible for grading.
If you plan to conduct primary research, please discuss this with the Open Learning Faculty Member.
Revisit Module 2, Topic 2: Becoming a Product Expert, and Topic 4: Product Positioning, to refresh your understanding of the
following headings and subheadings. You must divide your content into the following headings and sub-headings, to demonstrate
your full understanding of using these terminologies.
Introduction
Introduce some background information so your reader(s) can understand what you are selling.
Product
1. Product development and quality improvement processes
2. Performance data and specifications
3. Maintenance and service contracts
4. Price and delivery
5. ROI or cost/benefit
2020/6/25 Assignment
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6. Features and benefits
Company
1. Company history and overview
2. Company culture and organization
Competition
1. Competitive analysis worksheet (see textbook, Table 7.1, for a sample). You must use the format from your textbook and use
descriptive information rather than numeric rating. Don’t forget to cite and reference where you gather information to
compile this table.
Positioning
1. Source of differentiation
2. Product positioning
3. Four levels of total product concept
Part II: Reflection (25 marks)
Write a reflection of 500–700 words to answer the following:
If you were a salesperson selling this product/service, would you track this sort of information (product, company, and
competitive knowledge) for a product/service? How would you use this information?
What process would you use to gather the information and keep it updated? Is there any other information you would like to
obtain? What is it?
How confident would you feel selling the product/service you have written about? Why or why not?
Note
Most of the information or ideas you have gathered for this assignment are from other source(s) (i.e., not your own), please cite
and reference them in APA style accordingly. The more you can cite and reference, the more creditable and believable you will be.
This can avoid plagiarism!
Assignment 2 Checklist:
Did you put your name, student number, course number and assignment number on the cover page of the document?
Did you complete all the required elements?
Did you use information and terminology learned in this course?
Did you support your statements with specific examples?
Did you cite references, using APA referencing format?
Did you ensure that there are no spelling mistakes?
Is your report grammatically correct, clear, and well organized?
Have you tried reading your work out loud to ensure that it makes sense?
Be sure to save your assignment as a Word document and name it: MKTG3451_Lastname_A2.
Grading Criteria
1. Completeness of the assignment (extent to which the response addresses the criteria and questions listed above) /40
2. Demonstration of insight and critical thinking in the reflection /25
3. Clear rationale for answers /25
4. Appropriate use of terms and concepts /5
2020/6/25 Assignment
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TRU’s Kamloops campus is situated on the traditional and unceded lands of the Tk’emlúps te Secwépemc within Secwépemc’ulucw, the traditional
territory of the Secwépemc people.
5. Effective organization and presentation (e.g. spelling, grammar, punctuation, and APA citation) /5
Total /100
Submission status
Attempt number This is attempt 1.
Submission status No attempt
Grading status Not graded
Last modified –
Submission comments
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