Solving the Problem: Marketing Research
Solving the Problem: Marketing Research
Solving the Problem: Marketing Research
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Solving the Problem: Five-Step Marketing Research Approach Presentation
MKT 421 WEEK 2 Solving the Problem: Five-Step Marketing Research Approach Presentation
Purpose of Assignment
MKT 421 WEEK 2 Solving the Problem: Five-Step Marketing Research Approach PresentationThe 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 : MKT 421 WEEK 2 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 video
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: MKT 421 WEEK 2 Solving the Problem: Five-Step Marketing Research Approach Presentation
- 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 or the University Library. MKT 421 WEEK 2 Solving the Problem: Five-Step Marketing Research Approach Presentation
Format your presentation consistent with APA guidelines.
Assignment Policies
Description
Class-
Please read all of the information about the assignments below:
FORMAT FOR ALL ASSIGNMENTS
The assignments are to be done in Microsoft Word with Times New Roman 12- point font. Each assignment should use the modified APA 6th edition format. The assignment templates are set up in this modified format. The reference page should be in the APA format for every reference. The word requirement for the assignments are specifically stated in the guidelines of the assignment. The word count is from the first word of the introductory paragraph to the last word of the conclusion paragraph. FYI.
REFERENCE REQUIREMENTS
1- There should be a cited reference for each section of a paper as there are conclusion statements in each section (to meet the grading criteria) so the conclusion should be supported by a reference as the assignments are evidence-based research, clinical papers.
2- Word Count- The word count is done from the first word of the introductory paragraph to the last word of the conclusion. The word count must be within the minimum and maximum word limit stated in the assignment instructions. A 10% – point reduction will be made in the total points for the assignment.
Week 1 and 5 assignments should have SIX studies. Week 5 assignment is a compilation of sections from the week 1, 2 & 3 assignments.
Weeks 2 and 3 need to have at least THREE studies in the form of research studies. Please make sure that you look at the instructions for the assignment as well as the grading rubric. I have also provided templates for ALL assignments. It is in your best interest to use these as it will guide you so that you do not make common formatting errors.
APA FORMAT FOR ASSIGNMENT
Please utilize the resources in the STUDENT SUCCESS CENTER if you have difficulty with APA 6th Edition format, grammar, sentence structure, punctuation or tense structure.
SUBMISSION OF ASSIGNMENTS
Always submit the assignment in the drop box for that assignment. I cannot accept any assignment as an attachment to an email sent to my college email. Attaching it to a posting to the Questions to Instructor Forum or the Individual Forum is also not accepted.
I cannot grade any assignment unless it is placed into the drop box by the student per university policy.
Turn-It-In / Lopes Write
This is to be used for the assignments for these three weeks (2, 3 & 5) and it is NOT required for Week 1. All assignments will be placed through Turn It In first and then submitted in the drop box on the course shell. No assignments will be accepted as attachments to emails as this is not the university policy.
Grading Rubric-
The rubric for each assignment is found in the upper right- hand corner of the assignment page under the Forum Tab. Compare the requirements of the rubric with your paper prior to submission into the drop box so you will receive full credit for all graded criteria of the paper.
Late Assignment-
Any assignment that is late will have 10% deducted each day it is late. This is a 5- week class. It is imperative that you ask for help if you are having difficulty with an assignment.
You need to contact me as soon as possible if an assignment will be late prior to the submission deadline.
