Project #21820 - Marketing (In and Out)

In-N-Out Burger:  Written Assignment One


The Case can be found on pages 33 and 34 in the textbook.  Please also read the short paragraph on page 238, The Service profit chain.


This case relates to chapters 1, 2, and a paragraph in 7 and is a good example of a customer-focused organization.  The assignment relates to the following course outcomes:


1.  Understand the role of marketing within an organization in order to function more effectively.  When students begin this course they often think that marketing means advertising.  As you have learned by now, it means much more.  The case tells us that “. . . some estimates place total promotional spending at less than 1 percent of revenues” while the industry leader, “McDonald’s shells out 7 percent of its revenue on advertising.”  Yet, the company’s success is due to their customer-driven marketing strategy.

2.  Apply the marketing process to organizational strategies and tactics.  This case highlights how an understanding of the consumer leads to specific marketing strategies that meet consumer needs and achieve organizational objectives.

3.  Use marketing terminology appropriately.  This case explores the following marketing concepts* marketing, needs, wants, demands,  exchange, customer perceived value, consumer-generated marketing, customer loyalty, customer lifetime value, customer equity, SWOT analysis, and the service profit chain.  Use each of these terms in your paper.    



Read chapters one and two (and the Service Profit Chain paragraph on page 239.

Read the case study.

Prepare your Word document following all general requirements posted in the syllabus by answering the following questions:          


1.       Describe In-N-Out in terms of the value it provides for customers.

2.       Evaluate In-N-Out’s performance relative to customer expectations.  What is the outcome of this process?

3.       Do you think In-N-Out should adopt a high-growth strategy?  Why or why not?


Coaching notes:

Do not write a paper about the company.  Just answer the above three questions.  Number your answer, but do not repeat the question.  Each answer should be about one and a half pages long.  You will need a Bibliography at the end of your paper (the text book is sufficient resource for this paper) and you do not have to put it on a separate page.  Do not prepare a cover sheet.  Be sure to put your name on your paper.


The point of the exercise is to demonstrate, through your writing, that you learned the marketing concepts and that you can apply the concepts to a real situation.  You must answer the questions that are asked.  You must use the marketing concepts *(see above) and the case facts in your answers.  Adhere to the following guidelines:


Be sure to edit your work and submit your best effort into your assignment folder by the due date noted in the course schedule.  Refer to the grading rubric and note that points will be deducted for grammar and composition errors.  Be sure to use an appropriate style guide for writing and referencing.


Your written assignment, including citations and references, must conform to standards of formatting and documentation found in an acceptable college-level guide, such as the Modern Language Association’s MLA Handbook for Writers of Research Papers, the Publication Manual of the American Psychological Association, the Chicago Manual of Style, or UMUC’s Online Guide to Writing and Research.


Your written assignment must


·         Be at least 4 pages long

·         Be typed in 12-point Times New Roman or Arial font, double-spaced, with margins no wider than one inch.

·         Have footnotes or end notes with correct citations

·         Have a bibliography of sources formatted as specified in one of the style guides noted above

·         Be prepared using word-processing software and saved with a .doc, .docx, or .rtf extension

·         Be uploaded to your assignment Folder by 11:59 p.m. eastern time on the due date


Written Assignment # 1 Grading Criteria







90% or more

Student demonstrates superior understanding and application of the marketing principles outlined in the assignment description.  Student demonstrates superior college-level writing skills and use of external resources to support critical thinking.


80% or more

Student demonstrates good understanding of the marketing principles outlined in the assignment description.  Student should strive to add more depth to question responses, using examples to illustrate a higher level of understanding and application of the marketing principles.  Student demonstrates good college-level writing skills, but may want to spend more time editing work before submission to correct minor issues with grammar and composition.


70% or more

Student demonstrates an average understanding of the marketing principles outlined in the assignment description, but could be improved with additional insight into the concept, less reliance on paraphrasing textbook definitions, and use of examples to illustrate student can apply the marketing principles to the subject of the assignment.  Student demonstrates average college-level writing skills, but may want to spend more time editing work before submission to correct issues of grammar and composition.  Student demonstrates elementary critical thinking skills, but does not fully defend or support conclusions.


60% or more

Student demonstrates a poor understanding of the marketing principles outlined in the assignment description.  Needs significant improvement in the application of the marketing principles to the assignment subject.  Student relies on textbook paraphrasing for content, does not demonstrate significant original thinking, and may be off-track on some of the questions addressed in the assignment description.  Student may want to seek the assistance of the UMUC writing center to improve composition of writing as well as development of critical thinking skills.


50% or more

Student does not demonstrate an acceptable level of understanding of the marketing principles outlined in the assignment description.  Student should seek help with writing skills through UMUC’s Writing Center.


0% or more

Student did not submit the assignment or submitted work nonresponsive to the assignment description


Subject Business
Due By (Pacific Time) 02/02/2014 07:00 pm
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