MKT 421 WEEK 2 ASSIGNMENT 2
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 threatening 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.
Assignment Steps
Resources: Marketing: Ch. 2: pg. 40-46, 54-69; Ch. 3: pg. 72-92; Ch. 8: pg. 207-227; Ch. 9: pg. 242-257
Scenario: 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 10- to 20-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.
Review the grading guide for additional suggestions.
Cite a minimum of two peer-reviewed sources with one being from the textbook or the University Library.
Format your presentation consistent with APA guidelines. ALL PRESENTATIONS require speaker's notes or recorded narration.
Marketing, Ch. 2: Developing Successful Organizational and Marketing Strategies
Review Ch. 2 of Marketing.
Consider the following as you read:
In what ways does the SWOTT analysis help in the strategic marketing process?
Marketing, Ch. 8: Marketing Research: From Customer Insights to Actions
Consider the following as you read:
What are examples of the pros and cons of primary and secondary data in the marketing research process?
Marketing, Ch. 9: Market Segmentation, Targeting, and Positioning
Consider the following as you read:
What is positioning and the two methods for accomplishing the strategy?
Marketing, Ch. 3: Scanning the Marketing Environment
Consider the following as you read:
Why is environmental scanning an important element of the marketing plan and what are its five forces?
Solving the Problem: Five-Step Marketing Research Approach Presentation Grading Guide
Copyright
Copyright © 2017 by University of Phoenix. All rights reserved.
University of Phoenix® is a registered trademark of Apollo Group, Inc. in the United States and/or other countries.
Microsoft®, Windows®, and Windows NT® are registered trademarks of Microsoft Corporation in the United States and/or other countries. All other company and product names are trademarks or registered trademarks of their respective companies. Use of these marks is not intended to imply endorsement, sponsorship, or affiliation.
Edited in accordance with University of Phoenix® editorial standards and practices.
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
|
Met
|
Partially Met
|
Not Met
|
Comments:
|
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.
| ||||
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.
| ||||
Total Available
|
Total Earned
| |||
7
|
#/7
|
Presentation Guidelines
|
Met
|
Partially Met
|
Not Met
|
Comments:
|
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.
| ||||
Total Available
|
Total Earned
| |||
3
|
#/3
|
Assignment Total
|
#
|
10
|
#/10
| |
Additional comments:
| ||||
Good one! Even this has become an important subject of discussion. Majority of people are preparing for these courses. On the other hand, I am going for the New York Bar Exam Course in order to get into the bar association so that I can practice law in the big apple.
ReplyDelete