BM350 Marketing Management
Directions: Be sure to save an electronic copy of your answer before submitting it to Ashworth College for grading. Unless otherwise stated, answer in complete sentences, and be sure to use correct English, spelling, and grammar. Sources must be cited in APA format. Your response should be four (4) double-spaced pages; refer to the "Assignment Format" page located on the Course Home page for specific format requirements.
Respond to the items below.
1. Explain customer-perceived value.
2. Explain total customer satisfaction.
3. What valuable functions can brands perform for a firm?
4. Given that the power of a brand resides in the minds of consumers and how it changes their response to marketing, there are two basic approaches to measuring brand equity. Briefly, describe each of these approaches.
5. Incorporating the concepts discussed in this assignment, answer the following: How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.
Grading Rubric
Please refer to the rubric on the next page for the grading criteria for this assignment.
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This is the end of Assignment 4.
CATEGORYExemplarySatisfactoryUnsatisfactoryUnacceptable
10 points 8 points 5 points 2 points
Student provides a clear,
logical description of
customer-perceived value.
Student provides a mostly
clear, logical description of
customer-perceived value.
Student provides a weak or
unclear description of
customer-perceived value.
Student provides a poor
description of customer-
perceived value.
10 points 8 points 5 points 2 points
Student provides a clear,
logical description of total
customer satisfaction.
Student provides a mostly
clear, logical description of
total customer satisfaction.
Student provides a weak or
unclear description of total
customer satisfaction.
Student provides a poor
description of total
customer satisfaction.
20 points 15 points 10 points 5 points
Student provides a clear,
logical discussion of valuable
functions brands perform for
a firm.
Student provides a mostly
clear, logical discussion of
valuable functions brands
perform for a firm.
Student provides a weak or
unclear discussion of
valuable functions brands
perform for a firm.
Student provides a poor
discussion of valuable
functions brands perform
for a firm.
10 points 8 points 5 points 2 points
Student provides a clear,
logical discussion of the two
basic approaches to measure
brand equity.
Student provides a mostly
clear, logical discussion of
the two basic approaches to
measure brand equity.
Student provides a weak or
unclear discussion of the
two basic approaches to
measure brand equity.
Student provides a poor
discussion of the two basic
approaches to measure
brand equity.
30 points 20 points 15 points 10 points
Student provides a clear,
logical discussion and
example of the various
considerations in suppport of
positioning and branding a
small business.
Student provides a mostly
clear, logical discussion and
example of the various
considerations in suppport
of positioning and branding
a small business.
Student provides a weak or
unclear discussion and
example of the various
considerations in suppport
of positioning and branding
a small business.
Student provides a poor
discussion and example of
the various considerations
in suppport of positioning
and branding a small
business.
Mechanics (10
Points)
10 points 8 points 5 points 2 points
Student makes no errors in
grammar or spelling that
distract the reader from the
content.
Student makes 1-2 errors in
grammar or spelling that
distract the reader from the
content.
Student makes 3-4 errors in
grammar or spelling that
distract the reader from the
content.
Student makes more than
4 errors in grammar or
spelling that distract the
reader from the content.
10 points 8 points 5 points 2 points
The paper is written in
proper format. All sources
used for quotes and facts are
credible and cited correctly.
The paper is written in
proper format with only 1-2
errors. All sources used for
quotes and facts are credible
and most are cited correctly.
The paper is written in
proper format with only 3-5
errors. Most sources used
for quotes and facts are
credible and cited correctly.
The paper is not written in
proper format. Many
sources used for quotes
and facts are less than
credible (suspect) and/or
are not cited correctly.
Customer-
Perceived Value (10
points)
Brand Functions (20
points)
Measuring Brand
Equity (10 points)
Total Customer
Satisfaction (10
points)
Format (10 Points)
Branding a Small
Business (30 points)
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marketing_management4.docx
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