Post University Week 2 Consumers Perceptions of A Product Research Paper Please see attached PDF for assignment instructions, thank you…………………………………… M

Post University Week 2 Consumers Perceptions of A Product Research Paper Please see attached PDF for assignment instructions, thank you…………………………………… MKT385– Consumer Behavior
Unit 2 Assignment: Brief 1
Due Date: Sunday at 11:59 pm of Unit 2
Points: 100
Overview:
In this assignment, you will research and create a brief on brand repositioning related to
consumer perceptions. As you write the brief, you will assess the questions by referring
to the theories and concepts from the course materials presented thus far.
Instructions:
x
Describe how marketers understanding of the consumers’ perceptions of a
product or service’s attributes are used to position a brand within that product
category.
x
Explain why marketers might reposition their brands?
x
Briefly discuss the importance of the theories and concepts with this topic.
Requirements:
x
Length: one page, not including cover or reference pages.
x
Resources: Minimum of two resources, one must be the textbook.
x
Brief will be single-spaced, Times New Roman, 12 pt., single-spaced reference
page, and in-text citations.
Be sure to read the criteria by which your work will be evaluated before you write
and again after you write.
Evaluation Rubric for Unit 2 Brief Assignment
CRITERIA
Describe
Marketer’s
Understanding
of Consumer
Perceptions
Why
Marketers
Might
Reposition
Their Brands
Use of
Concepts and
Theories
Resources
Clear and
Professional
Writing,
SingleSpaced,
Including
Reference
Page and Intext Citations
Exemplary
Proficient
Needs
Improvement
(15-19 Points)
Deficient
(24-25 Points)
(20-23 Points)
Marketer’s
understanding
of consumer
perceptions is
clearly defined
and presented,
including all
details.
Brand repositioning is
clearly defined
and presented,
including all
details.
The concepts
and theories
are clearly
defined and
presented,
including all
details.
Marketer’s
understanding
of consumer
perceptions is
present, but is
missing minor
details.
Marketer’s
understanding
of consumer
perceptions is
present, but is
missing key
details.
Marketer’s
understanding
of consumer
perceptions is
missing or
poorly
presented.
Brand repositioning is
present but is
missing minor
details.
Brand repositioning is
present but is
missing key
details.
Brand repositioning is
missing or
poorly
presented.
The concepts
and theories
are present but
is missing
minor details.
The concepts
and theories are
present but is
missing key
details.
The concepts
and theories
are missing or
poorly
presented.
(9-10 Points)
More than 2
resources
(14-15 Points)
Writing and
format is clear,
professional,
single-spaced
and singlespaced
reference
page and intext citations,
and error free.
(8 Points)
2 resources
(6-7 Points)
1 resources
(0-5 Points)
0 resource
(12-13 Points)
Few errors that
do not impede
professional
presentation.
(10-11 Points)
Significant errors
that do not
impede
professional
presentation.
(0-9 Points)
Errors impede
professional
presentation;
guidelines not
followed.
(0-14 Points)

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