Solving the Problem: Five-Step Marketing Research Approach Presentation (10-20 slide PP)

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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; Week 2 video

Scenario: You are the Marketing Manager for a local nonprofit charity whose funding is based on donor membership fees. You’ve noticed a severe drop in new and repeat memberships that are 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 donor membership issue the local nonprofit charity is facing.

Address the following as Marketing Manager:

  1. Describe the Five-Step Marketing Research Approach and discuss the importance of research in Marketing.
  2. Provide one slide for each step of the Five Step Marketing Research Approach that provides detail including its goa and its usefulness in addressing the non-profit donor membership issues described in the scenario.
  3. Define Primary and Secondary Research data and their pros and cons. Discuss where each might be useful in solving the scenario.
  4. Discuss the Five-Step Process in comparison with two alternative types of Marketing Research and when each might make sense to use.
  5. Define what it means to ‘differentiate’ a service and discuss how the local nonprofit charity in the scenario might use the strategy to encourage prospective donor members to support them rather than competitive organizations

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.