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.

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.

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.

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.

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.

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.

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.

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.

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.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

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.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

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.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The paper meets the specific page requirement stipulated in the assignment description.

Proficient - The paper closely meets the page requirement stipulated in the assignment description.

Basic - The paper meets over half of the page requirement stipulated in the assignment description.

Below Expectations - A fraction of the page requirement is completed.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

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.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.