• Assignment # 1: “Ethel’s Chocolate Lounges”

Read Chapter 6 Case Study: “Ethel’s Chocolate Lounges: Back to the Future? Chocolate
Lounges Taste Sweet Success” located in the course shell under the Week 4 tab.

You are to write a three to four (3-4) page report based on the “Ethel’s Chocolate Lounges:
Back to the Future? Chocolate Lounges Taste Sweet Success” case and address the following
topics:

1. Describe the type of consumer buying decision that best describes the
choice to indulge at Ethel’s.

2. Discuss the factors that influence a consumer to spend money and time at
Ethel’s.

3. Justify which factor you think will motivate a consumer the most.

4. Determine what needs the Ethel's experience appeals to most. Explain

your reasoning.

The format of the report is to be as follows:

o Typed, double spaced, Times New Roman font (size 12), one inch margins on all
sides, APA format.
o Use headers for each of the criteria, followed by your response.
o In addition to the three to four (3-4) pages required, a title page is to be included.
The title page is to contain the title of the assignment, your name, the instructor’s
name, the course title, and the date.

NOTE: You will be graded on the quality of your answers, the logic/organization of the report,
your language skills, and your writing skills.

The assignment will be graded using the following rubric:

• Analyze the critical factors affecting the behavior of consumers and

Outcomes Assessed commercial/organizational buyers.
• Use technology and information resources to research issues in marketing.
Grading Rubric for Assignment # 1 – “Ethel’s Chocolate Lounges”

0 20 30 40
Criteria Unacceptable Developing Competent Exemplary
1. Describe the type Did not complete the Explained partially Described Described fully the
of consumer assignment or did the type of consumer sufficiently the type type of consumer
buying decision not describe the type buying decision that of consumer buying buying decision that
that best describes of consumer buying best describes the decision that best best describes the
the choice to decision that best choice to indulge at describes the choice choice to indulge at
 0 20 30 40
Criteria Unacceptable Developing Competent Exemplary
indulge at Ethel’s. describes the choice Ethel’s; omitted key to indulge at Ethel’s. Ethel’s. Explained
to indulge at Ethel’s; information. Explained with 80 – with 90 – 100%
omitted key Explained with 60 – 89% accuracy and accuracy and
information and/or 79% accuracy and thoroughness. thoroughness.
included irrelevant thoroughness.
information.
Explained with less
than 60% accuracy
and thoroughness.
2. Discuss the factors Did not complete the Discussed partially Discussed Explained fully the
that influence a assignment or did the factors that sufficiently the factors that influence
consumer to spend not discuss the influence a factors that influence a consumer to spend
money and time at factors that influence consumer to spend a consumer to spend money and time at
Ethel’s. a consumer to spend money and time at money and time at Ethel’s. Explained
money and time at Ethel’s; omitted key Ethel’s. Explained with 90 – 100%
Ethel’s; omitted key information. with 80 – 89% accuracy and
information and/or Explained with 60 – accuracy and thoroughness.
included irrelevant 79% accuracy and thoroughness.
information. thoroughness.
Explained with less
than 60% accuracy
and thoroughness.
3. Justify which Did not complete the Justified partially Justified sufficiently Justified fully which
factor you think assignment or did which factor you which factor you factor you think will
will motivate a not justify which think will motivate a think will motivate a motivate a consumer
consumer the factor you think will consumer the most; consumer the most. the most. Completed
most. motivate a consumer omitted key Completed with 80 – with 90 – 100%
the most; omitted information. 89% accuracy and accuracy and
key information Completed with 60 – thoroughness. thoroughness.
and/or included 79% accuracy and
irrelevant thoroughness.
information.
Completed with less
than 60% accuracy
and thoroughness.
4. Explain what Did not complete the Explained partially Explained Explained fully what
needs the Ethel’s assignment or did what needs the sufficiently what needs the Ethel’s
experience appeals not explain what Ethel’s experience needs the Ethel’s experience appeals
to most. Provide needs the Ethel’s appeals to most; experience appeals to most; provided a
your reasoning. experience appeals omitted key to most; provided a thorough reasoning.
to most; did or did information; sufficient reasoning. Explained with 90 –
not include the provided a partial Explained with 80 – 100% accuracy and
reasoning; omitted reasoning. Explained 89% accuracy and thoroughness.
key information with 60 – 79% thoroughness.
and/or included accuracy and
irrelevant thoroughness.
information.
Explained with less
than 60% accuracy
and thoroughness.
5. Clarity Did not complete the Explanations Explanations Explanations very
assignment or generally unclear generally clear clear and well
explanations are and not well and/or organized. organized.
 0 20 30 40
Criteria Unacceptable Developing Competent Exemplary
unclear and not organized. (Minor issues) (Added helpful
organized. (Many issues) details.)
(Major issues)
6. Writing – Did not complete the 6 - 7 different errors 4 - 5 different errors 0 - 3 different errors
Grammar, assignment or 8 or in grammar, in grammar, in grammar,
sentence structure, more different errors sentence structure, sentence structure, sentence structure,
paragraph in grammar, paragraph structure, paragraph structure, paragraph structure,
structure, spelling, sentence structure, spelling, spelling, spelling,
punctuation, APA paragraph structure, punctuation, or APA punctuation, or APA punctuation, or APA
usage. spelling, usage. (Many issues) usage. (Minor usage.
punctuation, or APA issues)
usage. (Major
issues)