STUDENT GUIDE TO ANSWERING AND GRADING OF DISCUSSION QUESTIONS AND
WRITING ASSIGNMENTS
Rice P. York, Jr.
Good communication skills are essential for success in today’s business environment.
Unfortunately, employers cite lack of these skills as a major weakness of today’s college
graduates. This is particularly true for written communication. In response, a significant
objective for this class is to strengthen the writing ability of students. This will be carried out by
including discussion questions on all tests and though the use of in-class activities, homework
assignments, and class projects that require discussion type writing. The primary purpose of this
document is to provide expectations and guidance for answering discussion questions and
fulfilling writing assignment requirements. It is based on many years of teaching experience and
observation of the common types of writing-related problems that students have on tests and
assignments.
Overview
Every student is responsible for answering test and assignment questions in accordance with the
expectations contained in this document and the specific instructions given for the particular test
or assignment. Remember, more points are deducted for failure to follow instructions rather than
lack of knowledge. No matter how well written the answer, if it does not answer the question
asked, it is not correct and points will be deducted.
General Suggestions
Format - Answers should be in the format specified in the question. For example if asked to
name or list no explanation or description is required. On the other hand, if asked to discuss or
explain, or name and explain, then additional explanation and discussion would be required. The
primary difference between the “name and explain” and “discuss” formats is the amount of
freedom given in how to structure the answer. If only asked to discuss or explain, then the
structure of the answer is up to the student. If asked to name and explain, then the answer should
be in the format specified in this document for that type of question.
Labeling and Completeness of Response
Students should clearly label/identify all parts and answers. If you are answering Question 1,
part A, that should be clearly indicated. When you begin on part B, that should be clearly
identified as well. Be sure and address all parts of the question, which may or not be broken
down into separate A and B parts. If asked for a specific number of things you should number
them. For example, if instructed to “Name and explain the four elements of the marketing mix,
and give your recommendation for each element for the MBA program at Mississippi College”
then three things are required – (1) the name of the element, (2) an explanation of the element
without any regard to Mississippi College, and (3) application to Mississippi College per a
recommendation as to what should be done. All three must be addressed. If the
question/instruction was broken down into an “A” and “B” part then your answer should appear
similar to the following.
1. Price – A. This element includes everything that the buyer gives up such as money, time,
inconvenience, and risk. Organizations have to set prices in accordance with the needs and wants
of the target market and in light of competition. B. In the case of Mississippi College, I would
recommend pricing the program slightly below the competition in order to rapidly build
enrollment. Discounts and specials could be used to promote the program. Once enrollment
reaches a satisfactory level the price could be raised.
NOTE that since four marketing mix elements are asked for the number “1” has been put by
price to indicate that this is the first of the four. Likewise, parts A and B have been clearly
identified. This would be repeated for the other three elements. It would also be acceptable to do
the A part for all four elements and then do the B part for all four, being sure to clearly identify
part A and part B as well as the element being discussed in both A and B.
NOTE also that in the answer for the “A” part there is no mention of Mississippi College as that
only pertains to the “B” part of the question.
Use of terms Asked
When asked to explain or discuss a term, it is almost (if not in fact) impossible to comply
without using that term. For example, if asked to identify and discuss the strengths of an
organization (SWOT analysis) a typical, but not satisfactory answer follows.
XYZ is located close to the downtown area. The manager has over fifteen years experience. A
regional bank has offered a line of credit. We will have over one hundred products.
NOTE that the word strength does not appear in the discussion and if someone read only the
response they would have no idea that this was about the strengths of XYZ, nor would they be
able to identify what those strengths are. As written, it is just a list of facts.
On the other hand, the following answer makes it absolutely clear what is being discussed.
The major strength of XYZ is their superior location. They will be the only vendor located in the
downtown area and are close to the major office buildings. Another strength is the experienced
management team which includes a manager with over fifteen years in the business. Additional
strengths for XYZ include a substantial line of credit that has been obtained from a regional bank
and a very broad product lineup featuring over one hundred products.
Likewise, if asked to explain the positioning and differentiation strategies for a company it
would be necessary in your response to use the word “positioning” to identify that part of your
answer dealing with that term, and likewise it would be necessary to use the word
“differentiation” to identify that part pertaining to it. For example you might say “Our
positioning strategy will be based on ……” and likewise “We will differentiate our company
by……..”.
Grading and Errors in Grading
Results for tests and assignments will be discussed in class. If there is an obvious error such as a
correct answer being marked incorrect, or erroneous grading computation, the error can be noted
on the test or assignment and the grade will be changed accordingly. If a student feels that a
more detailed explanation needs to be given to the instructor, a written request for re-grading
should be submitted, along with an explanation or what the student believes needs to be done and
why. In this case, the entire test or assignment will be re-graded in light of the information
provided by the student. All errors on the part of the student or grader will be considered in the
new grade. Thus, it is possible that the original may be lowered, raised, or remain the same.
Examples of Satisfactory And Unsatisfactory Answers
The remainder of this document will be used to demonstrate examples of both satisfactory and
unsatisfactory answers for several different sample questions. Common errors and weaknesses
typically contained in answers and assignments are labeled “unsatisfactory”. Problems with these
answers are specifically noted. Examples of good writing per meeting the expected/required
content and format are also given and are labeled “satisfactory.”
Sample Question 1. Explain what is involved with each element of the marketing mix, and give
your recommendation for that element for the MBA program at Mississippi College.
NOTE: The following examples only include that part of the answer pertaining to price. The
other three elements of the marketing mix - promotion, place, and product would also be
included in an actual answer.
Example 1 of an Unsatisfactory Answer for Sample Test Question 1
1. Price - the first element of the marketing mix is price. It is very important to have a good
pricing strategy.
Problems with this answer: Stating that price is the first element of the marketing mix is not
necessary. Since it has been listed first, we already know that it is first. Also, there is no
particular order to be followed - price could just as well have been listed as last. Stating that it is
important is redundant as that is why it is being asked. This answer has very little substance.
Also notice that the recommendation regarding the MBA program at Mississippi College has
been completely ignored.
Example 2 of an Unsatisfactory Answer for Sample Test Question 1
1. In developing the marketing mix how much to charge the customer must be considered. In the
case of Mississippi College, every effort must be made to determine an effective price that
students are wiling to pay.
Problems with this answer: The writer does not clearly identify which element of the marketing
mix is being discussed. The response is very vague and gives no real information about what the
price element actually consists of. Likewise, the recommendation is very general and offers no
real guidance as to what should be done.
Example 3 of an Unsatisfactory Answer for Sample Test Question 1
1. Pricing decisions can be complex because of the number of factors that must be considered.
Problems with this answer: This is the first sentence of the textbook section on pricing decisions
and does not address what is being asked. Also no recommendation is given. Memorizing
sentences from the textbook as answers to questions is not sufficient for answering discussion
questions.
Example 4 of an Unsatisfactory Answer for Sample Test Question 1
1. Price is value exchanged for products in a marketing exchange. The lowest possible price
should be charged by Mississippi College.
Problems with this answer: In this case the "explanation" consists of a memorized definition of
price from the margin of the textbook. Although the definition is not wrong, by itself, it is not
(nor was it intended to be) a complete explanation of what is involved in developing a pricing
strategy. Likewise, the recommendation is too general and naive - consumers almost always
want the lowest price.
Example 5 of an Unsatisfactory Answer for Sample Test Question 1
1. Price - what buyer gives up. Money and time. Consider target market. Mississippi College
should do a study as to best price.
Problems with this answer: Outlining is not explaining and is not acceptable. The
recommendation to study what to do is not a real recommendation.
Example of a Satisfactory Answer for Sample Test Question 1
Price – This element of the marketing mix includes everything that the buyer gives up to obtain
the good or service. Organizations should develop a pricing strategy that is in accordance with
the needs and wants of the target market and in light of competitor’s strategies. In the case of
Mississippi College, I would recommend pricing the program slightly below the competition in
order to rapidly build enrollment. Discounts and specials could be used to promote the program.
Once enrollment reaches a satisfactory level the price could be raised.
NOTE that the element being discussed has been clearly identified, a meaningful explanation of
that element has been given, and application has been made by giving a specific recommendation
for Mississippi College. The other areas of the marketing mix would be addressed in similar
fashion.
Sample Question 2. Explain (or discuss) how the different areas of the marketing environment
impact Mississippi College.
An Example of an Unsatisfactory Answer for Sample Test Question 2
The marketing environment affects MC in many ways. Birth rates, crime, and interest rates can
cause students not to attend college.
Problems with this answer: There are specific areas of the marketing environment (legal,
social/cultural, etc.) and these should be identified and discussed. The answer is also too short. A
paragraph should probably be devoted to each type or area of the marketing environment.
An Example of a Satisfactory Answer for Sample Question 2
The marketing environment affects Mississippi College in many ways. For example, the
political/legal environment concerns the laws and regulations under which the college must
operate. These laws regulate areas such as financial aid, athletics, employment practices and
garbage disposal. Failure to comply with laws and regulations can result in lawsuits, fines, and
other penalties.
NOTE: The writer would then address the other environmental areas in similar fashion.
Sample Question 3. Should XYZ lower the price to cope with the new competitor?
An Example of an Unsatisfactory Answer for Sample Test Question 3
The new competitor presents a challenge. In order to make a decision XYZ must consider the
effect on sales of any price changes.
Problems with this answer: The writer has not clearly stated his opinion regarding the price
decrease (should the price be lowered or not?). Also no justification or support for the answer is
given.
An Example of a Satisfactory Answer for Sample Question 3
XYZ should not lower prices to match the new competitor. XYZ has a product with more
features and a better reputation. Consumers expect to pay more, and even get status satisfaction
from the higher price.
Conclusion
Learning to be an effective writer requires time, practice, and effort. The result, good written
communication skills, not only leads to improved academic performance, but is highly valued in
the workplace and is a key success factor for many occupations.