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Define the five-step marketing research approach

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Reference no: EM132321914

Question: Scenario: You are the marketing manager for a local non-profit 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 non-profit 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.

Reference no: EM132321914

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