1. Describe the core marketing functions within an organization.
2. Discuss the goals and expected outcomes of this organizational function.
3. Explain how companies create customer-centered businesses.
4. Describe how customer-centered businesses impact the consumer decision-making process.
5. Describe what tools are used to make effective marketing decisions.
Grading Rubric
Please refer to the rubric on the next page for the grading criteria for this assignment.
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CATEGORYExemplarySatisfactoryUnsatisfactoryUnacceptable
20 points 15 points 10 points 5 points
The student provides a clear,
logical description of the
core marketing functions
within an organization.
The student provides a
mostly clear, logical
description of the core
marketing functions within
an organization.
The student weak or
unclear description of some
of the core marketing
functions within an
organization.
The student provides a
poor description of some
of the core marketing
functions within an
organization.
15 Points10 Points6 Points3 Points
The student provides a clear,
logical description of the
goals and expected
outcomes of the marketing
function.
The student provides a
mostly clear, logical
description of the goals and
expected outcomes of the
marketing function.
The student weak or
unclear description of the
goals and expected
outcomes of the marketing
function.
The student provides a
poor description of the
goals and expected
outcomes of the marketing
function.
15 Points10 Points6 Points3 Points
The student provides a clear,
logical explanation of how
companies create customer-
centered businesses.
The student provides a
mostly clear, logical
explanation of how
companies create customer-
centered businesses.
The student weak or
unclear explanation of how
companies create customer-
centered businesses.
The student provides a
poor explanation of how
companies create
customer-centered
businesses.
15 Points10 Points6 Points3 Points
The student provides a clear,
logical explanation of how
customer-centered
businesses impact the
consumer decision-making
process.
The student provides a
mostly clear, logical
explanation of how
customer-centered
businesses impact the
consumer decision-making
process.
The student weak or
unclear explanation of how
customer-centered
businesses impact the
consumer decision-making
process.
The student provides a
poor explanation of how
customer-centered
businesses impact the
consumer decision-making
process.
15 Points10 Points6 Points3 Points
The student provides a clear,
logical description of what
customer-centered tools are
used to make effective
marketing decisions.
The student provides a
mostly clear, logical
description of what
customer-centered tools are
used to make effective
marketing decisions.
The student weak or
unclear description of some
of what customer-centered
tools are used to make
effective marketing
decisions.
The student provides a
poor description of what
customer-centered tools
are used to make effective
marketing decisions.
10 points 8 points 5 points 2 points
Student does not make any
errors in grammar or spelling,
especially those 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 APA and
organizational format. All
sources used for quotes and
facts are credible and cited
correctly. Excellent
organization, including a
variety of thoughtful
transitions.
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. Adequate
organization includes a
variety of appropriate
transitions.
The paper is written in
proper format with only 3-5
errors. Most sources used
for quotes and facts are
credible and cited correctly.
Essay is poorly organized,
but may include a few
effective transitions.
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.
Essay is disorganized and
does not include effective
transitions.
Decision-making
process (15 Points)
Format - APA
Format, Citations,
Organization,
Transitions
(10 Points)
Marketing functions
(20 Points)
Mechanics
(10 Points)
Goals and expected
outcomes
(15 Points)
Tools (15 Points)
Customer-centered
businesses
(15 Points)
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