Description
Scenario: You are the marketing manager for a local nonprofit charity whose funding is derived from membership fees. You have 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 Approach to help clarify the problem and develop strategies for implementation.
Create a 10- to 15-slide Microsoft® PowerPoint®, Prezi, or Microsoft® Sway® presentation with speaker notes on the Five-Step Marketing Research Approach in which you detail the steps you will use to address the membership issue that 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 in detail and create a plan of attack to explain how each stage should be implemented.
- Define the target market that you are striving to bring into this organization and describe the methods of research that you will use to identify these groups of people.
- Define service differentiation. Provide an example that illustrates how the local nonprofit charity in the scenario can use differentiation to help increase the target market's interest.
- Explain how differentiation will help position the charitable organization within its defined market.
Format: APA
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Explanation & Answer
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Marketing Research Approach
Name
Course
Date
Marketing Research
Approach
Market researches are essential to organizations
while creating a well thought and efficient
business and marketing plan
For marketing process to be effective, firms
require the support of data and research
Marketing research should not be considered as
an option, rather, it should be compulsory.
Five-Step Marketing
Research Approach
Marketing researches can be expensive for
organizations but with the right process, it does
not have to be expensive
The five step marketing approach has the following
steps
Define the problem,
Develop a research plan
Collect relevant information and data
Analyze the findings
Take action
Define The Problem
Defining the problem forms the most important
part of marketing research
One needs to know the purpose the research in
order to collect data and information.
An organization will determine the information to
be collected after defining the problem
Develop Your Research
Plan
After the examination of all problems and their
causes, the organization needs to build a
research plan
Sometimes a research plan can overwhelm the
designers/ cr...