MKT/421 Marketing

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Scenario: You are the marketing manager for a local nonprofit charity (the nonprofit organization is going to be The DAV) 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 3 to 6 slide (not counting the cover slide and reference slide) Microsoft® PowerPoint® presentation per partnership, with speaker's notes on the Five-Step Marketing Research Approach detailing how you will use each assigned step to solve the membership issue the local nonprofit charity is facing.

Presentation Time Constraints- Each presentation must be between 3 minutes minimum - 5 minutes maximum. Failure to stay within time constraints may result in a reduction in points.

· Define your assigned step (instructor will assign) of the Five-Step Marketing Research Approach.

· Describe your step that you have been assigned of the Marketing Research Approach 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 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.

· Format your presentation consistent with APA guidelines.