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Final PaperApple.docx by Christal Owens
From Week 5 Final Paper (BUS330
BUS330 Principles of Marketing
BWI1608B Mar2016 12683018)
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paper text:
Running head: APPLE’S IPHONE Apple’s iPhone Christal DeS
hea Owens BUS330: Principles of Marketing
Instructor: Sandra Piccillo Apple’s iPhone
1Introduction Apple Inc. is a multinational company that produc
es personal
computers, cell phones, computer software, and consumer electr
onic
products. Some of the outstanding products by Apple include th
e iPad, the
iPhone, the iPod and the Macintosh computers. The corporation
has
established substantial value in the exceedingly competitive con
sumer
electronics sector through innovation and by shaping a path con
siderably
different from its major competitors. Apple has also effectively
differentiated
its products from those offered by its competitors by focusing o

n superior
customer service, design elegance, and quality while working wi
th reliable,
innovative equipment manufacturers in outsourcing its actual m
anufacturing.
However, Apple experiences formidable challenges associated w
ith the stiff
competition as well as other external factors. The
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iPhone is one of Apple’s most popular products sold not only in
the United States, but it also has sales
opportunities in foreign markets. Product Description Apple’s i
Phone is a product line of devices design,
manufactured and marketed by Apple Inc. that acts as smartpho
nes. They run on apples IOS of which iOS
9.3 is their latest version. The 1st generation of iPhone was rele
ased in 2007 and since then iPhone has
evolved through five other generations and boasts of its 6th gen
eration iPhone 6 or 6+ with high sales and
market entrance in the world. The iPhones are classically design
ed with four buttons, a full touch or multi-
touch screen display with a virtual keyboard. The phones conne
ct to a cellular network offering a range of
services such as messaging, voice calls, data and worldwide ser
vices. The iPhone has entertainment
function of taking picture and videos and also support music an
d video playback (Apple Inc., 2016). The
advancement of electronic devices has revolutionized the phone
s industry; it has enabled the integration
of the iPhones with cutting edge sensor technology such as GPS
for navigation and geolocation tracking,
camera sensors and lenses for high-resolution imaging and vide
o recording, accelerometer for sensing
the tilting, light sensor and proximity sensor. Apple Inc. offers
a wide range of software for its devices,

mainly distributed through Apple‘s App store, which has many a
pplications and rated as the largest mobile
software distributor. The recent models of iPhone include the iP
hone 6s and plus, which were unveiled on
September 9, 2015. The iPhone 6 provides a large scratch resist
ant 4.7-inch screen, with IPS technology
for wide viewing angles. The device core is a powerful A8 proc
essor, M8 motion processor, and a graphics
processing unit which when combined with 1GB DDR3 RAM an
d huge internal memory offers and
incredible device usage experience. The phone connects to cellu
lar network through LTE, HSPA, HSPA+
and GSM. The phone is integrated with sensors such as Touch-I
D fingerprint sensor to enhance the
security, digital compass and GPS for navigation, high resolutio
n camera sensor and adjustable camera
lens for imaging, barometer and accelerometer and gyroscope fo
r improving the user experience and
ecosystem applications. Besides the sensors, the App store offer
s a wide variety of mobile applications
and the top-notch Siri application makes the iPhone and Apple I
nc. to be an outstanding tech giant (Apple
Inc., 2016). Product’s Target Market The Apple’s iPhones are
1revolutionary because of its marketing strategy, which seeks to
add business
functionality rather than entertainment in a popular consumer de
vice.
1They are considerably trendy among consumers with their inev
itable invasion
in the business world.
It is apparent that the product’s
1market can be segmented into business-oriented and personal u

se
consumers. Also, Apple’s iPhone integrate requisite entertainme
nt and
functional features, thus broadening its potential consumer base.
However,
Apple tends to have an undifferentiated marketing approach sinc
e its target
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market cannot be discretely divided into specific consumer grou
ps
(Kotler, et al., 2015). The iPhones
1target eighteen to early forties technology conversant consume
rs and the
corporate world. They have various features and application sup
porting
internet browsing, video- viewing, multi-media services, social
networking and
business-oriented application, which allow its use at individual
and corporate
level. Further, the products tend to target students for it provide
s
1an interface that provides access to e-books. They constitute se

veral
functional applications that allow students to check emails, use
the Internet, as
well as access entertainment.
1Besides, video-chat consumers such as consultants and CEOs o
f
multinational companies form part of Apple’s target market. Wi
th video
streaming and video conferencing capabilities, the iPhone has m
ore profound
appeal to individuals interested and involved in video-chatting.
The traveling
sales personnel and executives use Apple’s iPhone to share pres
entations as
well as in meetings as a personal digital assistant or for other fu
nctions
(Hughes, 2011). The iPhone targets the media and music industr
y. It has
immersive, as well as visual capabilities that facilitate several o
perations in the
media and music industry. Apple’s devices have applications th
at support
music video production and broadcasting, concert recording, mu
sic
composition, and interviews among other functions.
1Besides, media and music industry considers iPhone as one of t
he
technologically advanced marketing tool that provides relatively
easy, Internet-
based marketing approach. Further, Apple’
s iPhone is focused on serving the

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1corporate world with the intent to dominate the market through
its beneficial
and revolutionary technology savvy. To achieve this objective,
Apple has
business-oriented products with a more professional outlook tha
t technology
proficient corporate personnel find considerably appealing.
1Apple provides a device that corporations can rely on not only
for support
tools, but also as integral devices coordinating or housing most
of their
operations (Apple Inc., 2016). From a personal user perspective,
Apple has
integrated multiple features that comply with individual needs a
nd
preferences. Besides, Apple’s iPhone has features that provide a
more
personal touch to various consumers to get them attracted to the
multi-
functional tablet computer. Its retina display producing superior
images and a
black or white bezel provides brands that are appealing and irre
sistible. In

addition to corporations, individual consumers have contributed
a substantial
share of iPhone sales. People with disabilities are provided with
multiple apps
and features in the iPhone. The apps address many of their speci
al needs,
facilitating them to carry out their responsibilities more effectiv
ely and
efficiently
(Apple Inc., 2016). Competition of the Product Category Apple’
s iPhone is subject to intense competition in
both local and foreign markets. The smartphones market is char
acterized by high level of competition, and
the iPhone is susceptible to the threats posed by substitutes such
as phones produced by Samsung,
Lenovo, LG, HTC, Huawei, and Google, among other companies
.
2This has instantly forced the competition to be based more on t
he basis of
quality than any other characteristics.
Therefore, Apple’s iPhone is vulnerable to the risk of competiti
on since it
2can easily lose out on its market strength and dominance if use
rs feel their
quality is
wanting.

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2With the available alternative options, buyers can easily switch
to another
vendor. Further, the
introduction of smartphones furthering the performance and qua
lity attributes can negatively impact the
penetration and competitive advantage of the iPhone in the local
and international markets. The issue of
competition remains vivid
2as more manufacturers of smartphones seek to create larger ma
rkets for their
devices in the
global market. The increasing competition necessitates the impl
ementation of effective strategies
2to create a competitive advantage for the iPhone. This may inv
olve performing
more research to come up with new and unique innovations.
The process of innovating and readjusting the gadgets to the dy
namic needs of the targeted market may
be an expensive venture, which Apple
2can only sustain efficiently by increasing the prices of its hand
sets. If the
research results in quality products and innovations, Apple will

still be able to
get good returns as its products will have high demand in the m
arket.
Therefore, the company should seek to invest more in its researc
h and
development as the area determines the extent of the company’s
success.
Application of
16the Segmentation, Targeting, and Positioning (STP) Approach
in the Foreign
Market
11The segmentation, targeting and positioning (STP) approach i
s fundamental
to ensuring the effective marketing of the iPhone in the foreign
market. The market
can be
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segmented

3based on various attributes or characteristics of the targeted co
nsumers,
including age, geographical location, income, gender, and consu
mption or
spending habits or behaviors. In income segmentation,
it is imperative to provide affordable as well as
3reasonable prices to encourage people of different income leve
ls to purchase
the iPhone, though most consumers belong to the middle and hi
gh-income
groups. Gender does not influence the purchasing capacity of co
nsumers
because iPhones can be used by people of different sexes.
Behavioral
3segmentation is based on decision roles of the target consumer
s, consumers’
status, loyalty status, user benefits, attitude, and consumption or
purchasing
habit as well as rate. The
3demographics of the consumers, including personal characteris
tics, and
purchasing approaches also influence segmentation of the iPhon
e market
(Mickalowski, Mickelson, & Keltgen, 2008). The target market
of Apple can include people between the
age of 18 years and 40 years who are technology conversant as
well as in the corporate world. The
rationale for selecting this target market is the

3large population size of this age and Apple’s capacity to produ
ce and meet the
global demands as well as
trends exhibited by the targeted consumers in this age category.
Also,
3product differentiation is one of the strategies that Apple can u
se to position
its iPhone in the foreign market. The product differentiation of i
Phone is
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achievable through packaging, high- quality and
innovation, extensive peripheral offerings, and the production o
f consistent products (Armstrong, Adam,
Denize, & Kotler, 2014).
3In product positioning, efficient and effective advertising is re
quired. The
value proposition of

Apple’s iPhone in the foreign market can be
15based on full product positioning in price and quality. Beside
s, Apple can
position
its iPhone
3in the consumers’ minds in addition to the market. The compan
y can influence
the consumers’ perceptions or view about their products, particu
larly the youth
and adult customers through the concepts portrayed in the adver
tisements as
well as other promotional approaches. In the attempts to positio
n its products
in the minds of consumers, Apple can employ different promoti
onal techniques
via the press media, electronic media, social media, sign boards
funding welfare
activities, giving discounts, and using superstars in promotions
or ads.
Environmental Facts and Trends
7in the Foreign Markets Several major environmental facts and t
rends might
affect sales of the product in the
foreign markets.
2There are several suppliers and dealers of Apple handsets thro
ughout the
foreign market. This feature reduces the power of these supplier
s to drive prices
high, mainly because of market competition. Since the dealers a

nd suppliers
deal with several products and models, their power to dictate ter
ms in the
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market remains relatively low.
Moreover, buyers of Apple iPhone devices
2are not tied to one kind of supplier or model. Therefore, there
are no
switching costs involved in consumers shifting their allegiance f
rom one
supplier to the other. Besides, it is very easy for the Apple iPho
ne consumer
market to occasion a price fall of the devices. The market is so
huge while there
are many handset designs.
2There is a need for every manufacturer to impress their consum
ers so that
they can contain them and finally withstand repeat buying.

The
2switching cost is less expensive for the buyers, and therefore, t
hey remain
powerful in the market.
In other words, the consumers
2enjoy powers to dictate terms in the market.
The manufacturers of Apple iPhone
2face a high risk of consumers substituting their devices with m
odels from
supplier firms. As the demand for smartphones in the foreign m
arket builds,
users have also been presented with alternative options and platf
orms which
function almost in a similar way.
Users of Apple iPhone
2mobile operating system can still access the same applications
and
functionalities if they switched to

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other smartphone software. In addition, the appeal of Apple’s iP
hone in the foreign user market is affected
by the market entrance of superior technologies. As a result, the
total revenues for the company can
decrease if consumers switch their allegiance to other rival man
ufacturers and their models. However, the
Apple software integrated into iPhones has significant capabiliti
es as compared to other systems such as
Android, and it is
2currently the leading operating systems in the smartphone indu
stry. As many
foreign market consumers develop new market tastes for smartp
hones, the
Apple iPhone products have continuously being modified and ad
vanced to meet the market tastes and
preferences. In the
2global world where IT innovations mean a lot to people’s com
munication, any
signs or indications of inefficiency could seriously affect marke
t performance.
Further, the iPhone may fail in case Apple’s infrastructure does
not
2handle the growing pressures resulting from growing subscribe
r base.
The recurrence of such problem may cause users

2to seek alternative services from rival firms, a fact that has cos
t significant loss
in
market size (Mickalowski, Mickelson, & Keltgen, 2008). A Cam
paign for the Product The marketing
campaign for the Apple’s iPhone should be carefully researched
, planned, and based on details as well as
an effective implementation process. Launching integrated mark
eting campaigns for the iPhone is based
on clear objectives, comprehensive planning, sufficient develop
ment time, budget, reliable assessment,
and human resources. As such, the development of the campaign
will involve understanding the target
audience, the frequency of exposure, knowing the reach, identif
ying effective frequency and reach, and
exploring scope. Additionally, the campaign framework would c
onstitute the product launch story, theme
and message, key goals, headlines, logos, artwork, images, and
defined benefits of the iPhone. It would
incorporate the aspects of leadership, progress, people as well a
s adjustment, which can elevate its
chances of success. The campaign execution would entail reachi
ng the event participants through emails,
blogs, social media or other platforms and creating relevant revi
ews, testimonials as well as case studies.
It would involve developing PR announcements about the campa
ign and enabling community involvement
as well as feedback. Also, it is important to conduct press outre
ach on the campaign and amplifying the

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press pickups in social channels. The execution would constitut
e deploying different media channels and
conducting the campaign as well as live-post to social networks.
In the context of measuring the
campaign, it is essential to consider the extent to which the spec
ific objectives of the campaign have been
achieved by tracking the results, reach, understanding, and awar
eness of the targeted audience. The
feedback by the audience would be essential for evaluating the e
ffectiveness of the campaign in
promoting the iPhone in the foreign market. The U.S. and Intern
ational Ethical Marketing Considerations
Marketing ethics is a framework for systematic analysis of the
marketing morality and acceptable conduct
relating to product safety, deceiving advertising, deceptive prici
ng and distribution discrimination in the
marketplace. Trade practitioners consider the exploitive trade pr
actices in their analysis of the influence of
marketing ethics on consumer decisions. Their core consideratio
ns in their research are unfair pricing
mostly overpricing, deceiving advertising, deceptive packaging,
and misleading environmental information.
Unethical practices majorly develop due to the pressure to meet
marketing goals and targets and affects
many varied stakeholders. Product packaging relays information
about the product and is, therefore, key
objects in the analysis of the market ethics on packaging safety,

labelling, and environmental implication of
the packaging. Exaggerated label information can mislead custo
mers and by suggesting that the product
contains more of the attribute than the counterparts. Sometimes
the labeling and the packaging graphics
are unethical such as when the picture is a not an accurate repre
sentation of the product. Similar
packaging can also confuse the consumer into buying the undesi
red product such as when a store brand
in packed to look identical to a national or international brand.
Another case of unprincipled marketing
occurs when the packaging is harmful and unsafe for the enviro
nment or misleading information availed
and does not meet the expectations of the consumer. Companies
must, therefore, minimize the
occurrence of unethical marketing and take responsibility and p
ay damages caused by unethical
marketing (Schaffer, Agusti, & Dhooge, 2014). Unfair pricing is
also a key consumerist issue since it
affects both the profits of the company and the consumers. Mora
lly, the pricing should be proportional to
the benefits enjoyed or gained by the user. A large number of cu
stomers feel that most goods and
products are excessively priced. Overpricing is mostly practiced
by monopolists since they are the sole
deciders of the market price. Pricing is difficult primarily in oli
gopoly market where the products are similar
in such a situation the pricing depends on the bargaining power
of the distributor and makes it hard for
new products entry into the market. Unethical practices in prici
ng include the uncontrolled increase in
prices, deceptive price reductions and pricing advertisements, di
scriminatory pricing, wrong quantification
and price fixing and price dictation. In the attempts to enhance
ethical, social, and moral responsibility in
marketing practices, it is necessary for the marketing team to ha

ve a research team to conduct research
and collect information (reporting systems) on their product and
correct any misleading information and
furthermore inform the consumers of counterfeit products. The
managers and policy makers should have
a clear understanding of the marketing team ethically and social
ly and, therefore, training on ethical
principles is necessary. Ethical decision making is prime in mar
keting and includes following several
procedures, steps, and ethical principles to determine the correc
t decisions to resolve and eliminate
unethical options and taking alternatives. Further, good marketi
ng ethics are critical to building long-term
business relationships and loyalty with the consumer (Fletcher
& Crawford, 2013). Conclusion Apple’s
iPhone
10is a product sold in the United States and has sales opportunit
ies in foreign
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markets.
It is a product line of devices design, manufactured and markete
d by Apple Inc. that acts as smartphones.
This device has revolutionized the phones industry through the i
ntegration of the iPhones with cutting
edge sensor technology. The iPhones are

1revolutionary because of its marketing strategy, which seeks to
add business
functionality and entertainment
aspects. The iPhone is targeted to people between the age of 18
years and 40 years with the tastes and
preferences for technological devices. In the smartphones marke
t, the iPhone is subject to intense
competition with its susceptibility to the threats posed by substi
tutes such as phones produced by
Samsung, Lenovo, LG, HTC, Huawei, and Google, among other
companies. It is apparent that the
marketing campaign for the Apple’s iPhone should be carefully
researched, planned, and detailed with a
practical implementation as well as assessment process. Further,
the ethical marketing considerations
include the issues related to product safety, deceiving advertisin
g, deceptive pricing and distribution
discrimination in the marketplace. References Apple Inc.
13(2016). Why there’s nothing quite like iPhone. Retrieved Mar
ch 18, 2016, from
http://www .apple.
com/iphone/why-theres-iphone/
12Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Pri
nciples of
Marketing. New York: Pearson
Higher Education.
8Fletcher, R., & Crawford, H. (2013). International Marketing:
An Asia-Pacific
Perspective. New York: Pearson Higher Education.

6Hughes, J. (2011). IPhone and IPad Apps Marketing: Secrets to
Selling Your
IPhone and IPad Apps. New York: Que Publishing. Kotler, P.,
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945038125&lang=en_us 13/13
14Burton, S., Deans, K., Brown, L., Armstrong,& Gary. (2015).
Marketing. New
York: Pearson Higher Education.
5Mickalowski, K., Mickelson, M., & Keltgen, J. (2008). Apple's
iPhone Launch:
A Case Study in Effective Marketing. Retrieved March 18, 2016
, from
http://www.augie.edu/sites/default/files/u57/pdf/jaciel_subdocs/
iPhone.pdf
9Schaffer, R., Agusti, F., & Dhooge, L. J. (2014). International
Business Law
and Its Environment. London: Cengage Learning.
1

4APPLE’S IPHONE 2 APPLE’S IPHONE 3 APPLE’S IPHONE
4 APPLE’S
IPHONE 5 APPLE’S IPHONE 6 APPLE’S IPHONE 7 APPLE’S
IPHONE 8
APPLE’S IPHONE 9 APPLE’S IPHONE 10 APPLE’S IPHONE
11 APPLE’S
IPHONE 12 APPLE’S IPHONE 13
Management information systems
1. Describe at least two benefits of using enterprise systems.
2. What are the business advantages of using voice over IP
(VoIP) technology?
3. Define a fault-tolerant computer system and a high-
availability computer system. How do they differ? When would
each be used?
4. Describe MIS and DSS and differentiate between them.
Final:
Final Paper
The Final Paper should demonstrate an understanding of the
materials (texts, assignments, and discussions) covered in this
course.
Assume the role of Marketing Manager. Select a product (good
or service) that is sold in the United States and has sales
opportunities in a foreign market. Apply your critical thinking
skills and the knowledge you have acquired throughout this
course and address the following in your Final Paper:
1. Describe the product you selected in terms of the four
utilities of customer value.
2. Identify the product’s target market at home and in your

stated foreign market.
3. Indicate the competition of the product category in both home
and foreign markets.
4. Explain how you would apply the segmentation, targeting,
and positioning (STP) approach to market the product in the
foreign market.
5. Discuss the major environmental facts and trends in the
foreign markets that might affect sales of the product.
6. Explain how you would develop, execute and measure a
campaign for this product considering the four p’s (product,
price, promotion, and place).
7. Discuss the U.S. and international ethical marketing
considerations.
Writing the Final Paper
The Final Paper:
1. Must be eight to ten double-spaced pages in length, and
formatted according to APA style as outlined in the Ashford
Writing Center.
2. Must include a title page with the following:
1. Title of paper
2. Student’s name
3. Course name and number
4. Instructor’s name
5. Date submitted
3. Must begin with an introductory paragraph that has a succinct
thesis statement.
4. Must address the topic of the paper with critical thought.
5. Must end with a conclusion that reaffirms your thesis.
6. Must use at least five scholarly references beyond the course
text.
7. Must document all sources in APA style, as outlined in the
Ashford Writing Center.
Must include a separate reference page, formatted according to
APA style as outlined in the Ashford Writing Center
Carefully review the Grading Rubric for the criteria that will be
used to evaluate your assignment.

Grading Rubric:
Description:
Total Possible Score: 16.00
Describes a Product in Terms of the Four Utilities of Customer
Value
Total: 2.00
Distinguished - Thoroughly describes a U.S. product in terms of
the four utilities of customer value.
Proficient - Describes a U.S product in terms of the four
utilities of customer value. Minor details are missing.
Basic - Minimally describes a U.S product and somewhat
incorporates the four utilities of customer value. Relevant
details are missing.
Below Expectations - Attempts to describe a U.S. product;
however, each of the four utilities of customer value are not
incorporated in the description. Significant details are missing.
Non-Performance - The description of a U.S. product is
nonexistent or lacks the components described in the assignment
instructions.
Identifies the Product’s Target Market at Home and Abroad
Total: 1.50
Distinguished - Identifies the product’s target market at home
and in the selected foreign market. The rationale for the
identified target markets is supported with scholarly sources.
Proficient - Identifies the product’s target market at home and
in the selected foreign market. The rationale for the identified
target markets is supported with scholarly sources. Minor
details are missing.
Basic - Somewhat identifies the product’s target market at home

and in the selected foreign market. The rationale for the
identified target markets is minimally supported with scholarly
sources. Relevant details are missing.
Below Expectations - Attempts to identify the product’s target
market at home and in the selected foreign market; however, the
rationale for the identified target markets is not supported with
scholarly sources. Significant details are missing.
Non-Performance - The identification of the product’s target
market at home and abroad is nonexistent or lacks the
components described in the assignment instructions.
Indicates the Competition of the Product Category in Both
Home and Foreign Markets
Total: 1.50
Distinguished - Indicates the competition of the product
category in both the home and foreign markets. Fully supports
the indication with relevant scholarly sources.
Proficient - Indicates the competition of the product category in
both the home and foreign markets. Supports the indication with
scholarly sources. Minor details are missing.
Basic - Somewhat indicates the competition of the product
category in both the home and foreign markets. Minimally
supports the indication with scholarly sources. Relevant details
are missing.
Below Expectations - Attempts to indicate the competition of
the product category in both the home and foreign markets;
however, both markets are not addressed and/or the indication is
not supported with scholarly sources. Significant details are
missing.
Non-Performance - The indication of the competition of the
product category in both home and foreign markets is
nonexistent or lacks the components described in the assignment
instructions.

Explains How to Apply the Segmentation, Targeting and
Positioning (STP) Approach to Market the Product
Total: 2.00
Distinguished - Comprehensively explains how to apply the
segmentation, targeting and positioning approach to marketing
the product.
Proficient - Explains how to apply the segmentation, targeting
and positioning approach to marketing the product. The
explanation is slightly underdeveloped.
Basic - Briefly explains how to apply the segmentation,
targeting and positioning approach to marketing the product.
The explanation is underdeveloped.
Below Expectations - Attempts to explain how to market the
product; however, does not sufficiently apply the segmentation,
targeting and positioning approach to market the product. The
explanation is significantly underdeveloped.
Non-Performance - The explanation of how to apply the
segmentation, targeting, and positioning approach to market the
product is nonexistent or lacks the components described in the
assignment instructions.
Discusses the Major Environmental Facts and Trends in the
Selected Foreign Markets
Total: 2.00
Distinguished - Thoroughly discusses the major environmental
facts and trends in the selected foreign markets that might affect
sales of the product.
Proficient - Discusses the major environmental facts and trends
in the selected foreign markets that might affect sales of the
product. Minor details are missing.
Basic - Somewhat discusses the major environmental facts and
trends in the selected foreign markets that might affect sales of
the product. Relevant details are missing.
Below Expectations - Minimally discusses the major
environmental facts and trends in the selected foreign markets

that might affect sales of the product. Significant details are
missing.
Non-Performance - The discussion of the major environmental
factors and trends in the selected foreign markets is nonexistent
or lacks the components described in the assignment
instructions.
Explains How to Develop, Execute and Measure a Campaign for
This Product
Total: 3.00
Distinguished - Comprehensively explains how to develop,
execute and measure a campaign for this product considering
the four p’s.
Proficient - Explains how to develop, execute and measure a
campaign for this product considering the four p’s. The
explanation is slightly underdeveloped.
Basic - Briefly explains how to develop, execute and measure a
campaign for this product considering the four p’s. The
explanation is underdeveloped.
Below Expectations - Minimally explains how to develop,
execute and measure a campaign for this product considering
the four p’s. The explanation is significantly underdeveloped.
Non-Performance - The explanation of how to develop, execute
and measure a campaign for this product is nonexistent or lacks
the components described in the assignment instructions.
Discusses the U.S. and International Ethical Marketing
Considerations
Total: 2.00
Distinguished - Thoroughly discusses both U.S. and
international ethical marketing considerations. Utilizes
scholarly sources to support the discussion.
Proficient - Discusses both U.S. and international ethical
marketing considerations. Utilizes scholarly sources to support

the discussion. Minor details are missing.
Basic - Somewhat discusses both U.S. and international ethical
marketing consideration. Utilizes some scholarly sources to
support the discussion. Relevant details are missing.
Below Expectations - Minimally discusses U.S. and/or
international ethical marketing considerations. Fails to utilize
scholarly sources to support the discussion. Significant details
are missing.
Non-Performance - The discussion of U.S. and international
ethical marketing considerations is nonexistent or lacks the
components described in the assignment instructions.
Critical Thinking: Evidence
Total: 0.50
Distinguished - Employs persuasive information from credible
sources to develop an ample analysis or synthesis of the topic.
Viewpoints of experts are scrutinized thoroughly.
Proficient - Employs applicable information from credible
sources to develop an analysis of the topic.
Basic - Identifies applicable information from credible sources,
but may neglect the application of such information toward the
analysis of the topic.
Below Expectations - Displays information from external
sources, but such information may lack credibility and/or
relevance. Neglects the application of such information toward
the analysis of the topic.
Non-Performance - The assignment is either nonexistent or
lacks the components described in the instructions.
Integrative Learning: Connections to Experience
Total: 0.50
Distinguished - Creates meaningful correlations among
experiences outside of the classroom to deepen understanding of
field of study and to broaden own viewpoints.

Proficient - Compares life experiences and academic knowledge
to distinguish differences and similarities while acknowledging
perspectives other than own.
Basic - Recognizes correlation between life experiences,
academic texts, and ideas perceived as similar and related to
own interests.
Below Expectations - Briefly comments about connections
between life experiences and academic texts.
Written Communication: Control of Syntax and Mechanics
Total: 0.25
Distinguished - Displays meticulous comprehension and
organization of syntax and mechanics, such as spelling and
grammar. Written work contains no errors, and is very easy to
understand.
Proficient - Displays comprehension and organization of syntax
and mechanics, such as spelling and grammar. Written work
contains only a few minor errors, and is mostly easy to
understand.
Basic - Displays basic comprehension of syntax and mechanics,
such as spelling and grammar. Written work contains a few
errors, which may slightly distract the reader.
Below Expectations - Fails to display basic comprehension of
syntax or mechanics, such as spelling and grammar. Written
work contains major errors, which distract the reader.
Written Communication: APA Formatting
Total: 0.25
Distinguished - Accurately uses APA formatting consistently
throughout the paper, title page, and reference page.

Proficient - Exhibits APA formatting throughout the paper.
However, layout contains a few minor errors.
Basic - Exhibits basic knowledge of APA formatting throughout
the paper. However, layout does not meet all APA requirements.
Below Expectations - Fails to exhibit basic knowledge of APA
formatting. There are frequent errors, making the layout
difficult to distinguish as APA.
Written Communication: Page Requirement
Total: 0.25
Distinguished - The paper meets the specific page requirement
stipulated in the assignment description.
Proficient - The paper closely meets the page requirement
Basic - The paper meets over half of the page requirement
Below Expectations - A fraction of the page requirement is
completed.
Written Communication: Resource Requirement
Total: 0.25
Distinguished - Uses more than the required number of
scholarly sources, providing compelling evidence to support
ideas. All sources on the reference page are used and cited
correctly within the body of the assignment.
Proficient - Uses required number of scholarly sources to
support ideas. All sources on the reference page are used and
cited correctly within the body of the assignment.
Basic - Uses less than the required number of sources to support
ideas. Some sources may not be scholarly. Most sources on the

reference page are used within the body of the assignment.
Citations may not be formatted correctly.
Below Expectations - Uses inadequate number of sources that
provide little or no support for ideas. Sources used may not be
scholarly. Most sources on the reference page are not used
within the body of the assignment. Citations are not formatted
correctly.

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