Purpose of Assignment

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.

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. 

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