Scenario: You are the marketing managers for a local nonprofit charity (can be any charity or non-profit organization, real or fashioned for this assignment) 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.
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Address the following in your role as marketing managers. This is a 10 minute oral power point presentation with 1/2 points for development and 1/2 points for presentation:
- 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.
- Each partner must submit the assignment in their own Assignment files tab.