Distinguished - Comprehensively summarizes Case 3-3 in one paragraph.

Proficient - Summarizes Case 3-3 in one paragraph. Minor details are missing.

Basic - Partially summarizes Case 3-3 in one paragraph. Relevant details are missing.

Below Expectations - Attempts to summarize Case 3-3 in one paragraph; however, significant details are missing.

Non-Performance - The summary of Case 3-3 in one paragraph is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Develops a comprehensive set of guidelines that the company could use to start evaluating the potential of a specific BOP market segment for one of its products.

Proficient - Develops a set of guidelines that the company could use to start evaluating the potential of a specific BOP market segment for one of its products. Minor details may be missing.

Basic - Develops a partial set of guidelines that the company could use to start evaluating the potential of a specific BOP market segment for one of its products. Relevant details are missing.

Below Expectations - Attempts to develop a set of guidelines that the company could use to start evaluating the potential of a specific BOP market segment for one of its products; however, significant details are missing.

Non-Performance - The set of guidelines that the company could use to start evaluating the potential of a specific BOP market segment for one of its products is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Comprehensively argues either pro or con on one of the three listed scenarios.

Proficient - Argues either pro or con on one of the three listed scenarios. Minor details are missing.

Basic - Partially argues either pro or con on one of the three listed scenarios. Relevant details may be missing.

Below Expectations - Attempts to argue either pro or con on one of the three listed scenarios; however; significant details are missing.

Non-Performance - The argument either pro or con one of the three listed scenarios is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly describes the types of challenges a global marketer might face when using a bottom-of-the-pyramid strategy.

Proficient - Describes the types of challenges a global marketer might face when using a bottom-of-the-pyramid strategy. Minor details are missing.

Basic - Partially describes the types of challenges a global marketer might face when using a bottom-of-the-pyramid strategy. Relevant details are missing.

Below Expectations - Attempts to describe the types of challenges a global marketer might face when using a bottom-of-the-pyramid strategy; however, significant details are missing.

Non-Performance - The description 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 limited 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 length of the paper is equivalent to the required number of correctly formatted pages. 

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.   

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 the 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 an 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.