Solving the Problem: Five-Step Marketing Research Approach Presentation

Resources: Marketing: Ch. 2: pg. 40-46, 54-69; Ch. 3: pg. 72-92; Ch. 8: pg. 207-227; Ch. 9: pg. 242-257; Week 2 videoScenario: You are the marketing manager for a local nonprofit charity whose funding is based on membership fees. You’ve noticed a severe drop in new memberships and a decline in repeat memberships, which is threatening your organization’s ability to survive and grow. You have decided to implement the Five-Step Marketing Research Process to help understand the problem and create solution strategies to implement. Create a 15-slide (not counting the cover slide and reference slide) Microsoft® PowerPoint® presentation with speaker’s notes on the Five-Step Marketing Research Approach detailing how you will use each step to solve the membership issue the local nonprofit charity is facing.Address the following in your role as marketing manager:Define the Five-Step Marketing Research Approach and discuss the importance of research in marketing. Describe each step of the Marketing Research Approach (one slide for each step) in detail including its goal, and create an example aligned to the scenario above to illustrate how that stage would be implemented toward the problem’s solution.Define the two types of research data this process gathers and their pros and cons. Share examples of each type that would be useful in solving the scenario.Compare and contrast the Five-Step Process with two alternative methods for conducting marketing research. What are the pros and cons of each?Define what it means to differentiate a service and provide an example to illustrate how the local nonprofit charity in the scenario can use the strategy to help increase target market interest.Explain how differentiation will help position the organization.Cite a minimum of two peer-reviewed sources with one being from the textbook. Format your presentation consistent with APA guidelines.
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Solving the Problem: Five-Step Marketing
Research Approach Presentation Grading
Guide
MKT/421 Version 16
Marketing
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Five-Step Marketing Research
Approach Presentation Grading
Guide
MKT/421 Version 16
Individual Assignment: Solving the Problem: Five-Step Marketing Research Approach
Presentation
Purpose of Assignment
The purpose of this assignment is to place students in the active role of a marketing manager with a problem
that threatens the organization’s survival. Students will respond to a specific scenario that requires them to
address the concepts both critically and creatively to solve the scenario’s dilemma.
Resources Required
•
Marketing (textbook): Ch. 2: pg. 40-46, 54-69; Ch. 3: pg. 72-92; Ch. 8: pg. 207-227; Ch. 9: pg. 242-257
Grading Guide
Content
Defined the Five-Step Marketing Research
Approach and discussed the importance of
research in marketing.
Described each step of the Marketing
Research Approach (one slide for each step)
in detail including its goal and created an
example aligned to the scenario above to
illustrate how that stage would be
implemented toward the problem’s solution.
Defined the two types of research data this
process gathers and their pros and cons.
Shared examples of each type that would be
useful in solving the scenario.
Compared and contrasted the Five-Step
Process with two alternative methods for
conducting marketing research. Answered:
What are the pros and cons of each?
Defined what it means to differentiate a
service and provided an example to illustrate
how the local nonprofit charity in the scenario
could use the strategy to help increase target
market interest.
Explained how differentiation will help position
the organization.
Cited a minimum of two peer-reviewed
sources with one being from the textbook or
the University Library.
Met
Partially
Met
Not Met
Comments:
2
Five-Step Marketing Research
Approach Presentation Grading
Guide
MKT/421 Version 16
Content
Met
Partially
Met
Not Met
Total
Available
Total
Earned
7
#/7
Partially
Met
Not
Met
Total
Available
Total
Earned
3
#/3
Comments:
Included speaker notes.
The presentation is 10 to 20 slides and is
appropriate for the audience.
The presentation includes relevant media and
visual aids that are consistent with the
content.
Presentation Guidelines
Met
Organization
The tone is appropriate to the content and
assignment.
The introduction provides a sufficient
background on the topic and previews major
points.
Major points are stated clearly; are supported
by specific details, examples, or analysis; and
are organized logically.
Paragraph transitions are present, logical, and
maintain the flow throughout the paper.
The conclusion is logical, flows from the body
of the paper, and reviews the major points.
Mechanics
The presentation is laid out with effective use
of headings, font styles, font sizes, and white
space.
Intellectual property is recognized with in-text
citations and a reference slide.
Sentences are complete, clear, and concise.
Rules of grammar and usage are followed
including spelling and punctuation.
Comments:
3
Five-Step Marketing Research
Approach Presentation Grading
Guide
MKT/421 Version 16
Assignment Total
Additional comments:
#
10
#/10
4

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