Solving the Problem: Five-Step Marketing Research Approach & Product Life-Cycle (PLC) Presentation
Slides must be emailed by Week #2, while the presentations will take place in the Week 2, 3 and 4.
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.
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: Select a local non-profit charity/organization whose funding is based on membership fees. You are the marketing manager. 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.
You are also working as the marketing manager of your favorite company and manage the success of one of its products or services. Select a product/service. Your responsibility is to monitor the stages of the Product Life Cycle (PLC) and adjust the marketing strategies as needed for your product to thrive for as long as possible.
Create a 10 min Microsoft® PowerPoint® presentation on the Five-Step Marketing Research Approach for your non-profit organization and on the PLC on your company. Present how you will use each step to solve the membership issue the local nonprofit charity is facing and how will you manage PLC for your product. Be specific.
Address the following in your role as marketing manager:
Cite a minimum of two peer-reviewed sources with one being from the textbook or the University Library.