QUESTION $2[20$ MARKS$]$

Assess EcoChic Apparel$$s target marketing strategies and examine how each step in the process

effectively markets its clothing line. Consider the impact of consumer buying behaviour on your

strategy.

$$ Step $1$: Market segmentation

$$ Step $2$: Market targeting

$$ Step $3$: Differentiation

$$ Step $4$: Positioning

TOPIC POOR

$=0\%-24\%$

ROOM TO DEVELOP $=$

$25\%-50\%$

PROFICIENT

$=51\%-74\%$

MASTERLY

$=75-100\%$

CRITERIA

Assessment of target

marketing strategies

There is no clear

assessment of target

marketing strategies.

An attempt has been

made to assess target

marketing strategies.

Target marketing

strategies have been

assessed.

A coherent assessment of

the target marketing

strategies has been

illustrated.

Examination of target

marketing strategies

No attempt has been

made to examine the

target marketing

strategies.

The student has

attempted to examine

target marketing

strategies.

An examination of each

step in the target

marketing strategy

process has been done,

as well as the

effectiveness of the

marketing of products.

A thorough and sound

examination of the target

marketing strategy

process, with the

effectiveness of product

marketing clearly

illustrated.

Consideration on

consumer buying

behaviour

Consumer buying

behaviour has not been

considered in the

examination.

An attempt has been

made to consider

consumer buying

behaviour, but it is vague.

Consumer buying

behaviour has been

considered.

A clear and relevant

consideration of

consumer buying

behaviour has been

illustrated when

examining the product.