MKT 345 Milestone One Guidelines and Rubric Market Research and Segmentation

Overview: For this first milestone, due in Module Three, you will prepare a PowerPoint presentation summarizing the research on segmentation strategies you have so far considered to market the consumer product you are proposing for your final project. Prompt: First, review your work in Modules One and Two, as well as your posts and response posts in the Module Three discussion. Prepare at least three slides summarizing your market research so far:

 What consumer segment does your selected company serve in, and why are you pursuing it?

 What are two to three resources you might use to obtain information on consumer behavior? Provide a rationale regarding why you selected each one.

 What secondary research will you use to analyze the characteristics of the chosen segment? Prepare at least four slides summarizing the market segmentation you have so far considered:

 Which segmentation strategy will you use for your segment? Why do you believe it will be effective?

 What are the key points about the strategy used to segment your selected market? What is it based upon?

 What is your selected consumer segment? Why do you believe it is a good fit?

 What are the research needs for each segment? Using the speaker notes, provide any additional details of importance regarding the bullet points you addressed on each slide to further explain the information. Specifically, the following critical elements must be addressed:

I. Market Research A. Select a consumer segment that your company serves, and describe why this segment is worth pursuing. B. Identify and qualify research sources that can be used in obtaining information on consumer behavior. C. Analyze the characteristics of the chosen consumer segment using secondary research.

II. Segmentation

This section is where you will apply the information gained from your market research to your identified market segment. A. Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for

your chosen brand. B. Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective. C. Describe the consumer segment you have selected. Explain why they are a good fit for the product. D. Determine the research needs for this segment, and provide rationale for each need.

Rubric Guidelines for Submission: Milestone One should be a 7-slide minimum PowerPoint presentation with audio or speaker notes included. Citations should be provided in APA format as needed. For help with PowerPoint and preparing your slideshow, visit Infobase, or the Microsoft PowerPoint help center. Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Pr oject Rubric will include an additional “Exemplary” category that provides guidance for how you can go above and beyond “Proficient” in your final submission.

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Market Research:

Consumer Segment Selects a consumer segment the company serves and describes why the segment is worth pursuing

Selects a consumer segment the company serves, but does not describe why the segment is worth pursuing or the description is cursory or contains issues regarding accuracy

Does not identify consumer segment 13

Market Research: Sources

Identifies research sources that can be used in obtaining information on consumer behavior

Identifies research sources, but sources cannot be used to obtain information on consumer behavior

Does not identify research sources 13

Market Research: Secondary Research

Analyzes the characteristics of the chosen consumer segment using secondary research sources

Analyzes the characteristics of the chosen consumer segment, but does not use secondary research or analysis contains flaws

Does not analyze the consumer segment 13

Segmentation: Segmentation

Strategies

Identifies various segmentation strategies that the selected company uses and response considers the overall market

Identifies only one segmentation strategy that the selected company uses, or response does not consider the overall market

Does not identify any segmentation strategies

13

Segmentation: Market Segment

Selects segmentation strategy(s), creates a market segment, and explains why they are effective

Selects segmentation strategy(s) but does not explain why they are effective

Does not select a segmentation strategy 13

Segmentation: Consumer Segment

Describes the consumer segment selected, and explains why they are a good fit for the product

Describes consumer segment, but does not explain why they are a good fit for the product or explanation has issues regarding cogency or accuracy

Does not describe the consumer segment and product

13

Segmentation: Research

Determines the research needs for the specific segment, and provides rationale for each need

Determines the research needs for the specific segment, but does not provide rationale for each need or rationale is not cogent

Does not identify research needs 13

Critical Elements Proficient (100%) Needs Improvement (75%) Not Evident (0%) Value Articulation of

Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization

Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas

Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas

9

Total 100%

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