20180327135935milestone_2_guidelines 20180327135935short_paper_guidelines
For the short paper task, you will first finalize the various stages of the consumer buying process. Then develop 8-10 survey questions that can be used when evaluating a purchase decision for a product.
For the Milestone, prepare a PowerPoint presentation summarizing the consumer buying process researched so far in order to market the consumer product you are proposing for. The company is Amazon.
MKT 345 Milestone Two Guidelines and Rubric
(Consumer Buying Process)
Overview: For this milestone, due in Module Four, you will prepare a PowerPoint presentation (minimum of 3 slides) summarizing the consumer buying
processes you have so far researched in order to market the consumer product you are proposing for your final project.
Prompt: First, review Chapter 9 in your text as well as the article Stages of the Consumer Buying Process and the video 7 Tips for Good Survey Questions. Next,
prepare a minimum of 3 slides that list and briefly explain each stage of the consumer buying process. Define the marketing strategy used within each stage of
the process regarding your chosen market segment. Finally, identify which specific stages of the process will be most effective for your consumer segment.
Specifically, the following critical elements must be addressed:
III. Consumer Buying
Process
A. Define the stages of the consumer buying process.
B. Analyze a marketing strategy that can be used for each stage of the consumer buying process in regard to your chosen market segment.
C. Determine the specific stages of the consumer buying process for which your marketing strategies can be most effective for your consumer
segment.
Using the speaker notes, provide any additional details of importance regarding the bullet points you listed on each slide to further explain the information.
One of the following tutorials may be of use to you in preparing your presentation: PowerPoint Tutorials (Atomic Learning) (log in using your SNHU credentials)
and PowerPoint 2013 Videos and Tutorials.
Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.
https://toughnickel.com/starting-business/Stages-of-the-Consumer-Buying-Process
http://www.atomiclearning.com/highed/home?q=Powerpoint&selected_topics=All+topics&selected_categories=
https://support.office.com/en-us/article/PowerPoint-2013-videos-and-tutorials-bd93efc0-3582-49d1-b952-3871cde07d8a?ui=en-US&rs=en-US&ad=US
Rubric
Guidelines for Submission: Milestone Two should be a minimum 3-slide PowerPoint presentation with audio or speaker notes included. Citations should be
provided in APA format as needed.
Please note that the grading rubric for this milestone submission is not identical to that of the final project. The Final Project 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
Consumer Buying
Process: Stages
Meets “Proficient” criteria and
masterfully illustrates each step of the
consumer buying process
Defines the stages of the consumer
buying process
Identifies the stages, but does not
identify all stages or does not define
the steps, or definition is inaccurate or
not cogent
30
Consumer Buying
Process: Marketing
Strategy
Meets “Proficient” criteria and
demonstrates a nuanced
understanding of how a marketing
strategy can be applied to the
consumer buying process
Analyzes a marketing strategy that can
be used for each stage of the
consumer buying process in regard to
market segment
Analyzes marketing strategies, but
does not address each step of the
process or is misaligned with market
segment or description is not cogent
30
Consumer Buying
Process: Buying
Process
Meets “Proficient” criteria and
demonstrates a nuanced
understanding of the relationship of
the consumer buying process and the
marketing segment
Determines stages in the consumer
buying process where marketing
strategies can be most effective given
the selected consumer segment
Determines stages in the consumer
buying process where identified
marketing strategies can be most
effective, but is not aligned with the
selected consumer segment
30
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
10
Total 100%
MKT 345 Module Four Short Paper Guidelines and Rubric
Overview: For this assignment, due in Module Four, you will submit a brief 1- to 2-page paper in which you first analyze the various stages of the consumer
buying process and then develop 8 to 10 survey questions that can be used when evaluating a purchase decision for a product. This assignment will help prepare
you for your Milestone Two presentation on the consumer buying process.
Prompt: First, read the article Consumer Buying Process and watch the video 7 Tips for Good Survey Questions. In a brief 1- to 2-page paper, address the
following:
Which stage of the consumer buying process do you believe leads most directly to a consumer’s purchase decision? Explain your reasoning.
How does an understanding of these stages help companies determine consumers’ different influences and motivations in making purchases?
Which survey questions should you ask in order to obtain the most important and relevant information for your selected market segment for the final
project? Include 8 to 10 sample questions.
How will the survey be administered? How will results be collected?
Justify your use of the survey: Why does the survey need to be conducted? What are you trying to answer with the survey? Be sure to discuss
demographic profiling and the type of scale used.
Cite from the article, the video, and other research to support your responses.
Specifically, the following critical element must be addressed:
I. Describe the stages of the consumer buying process that lead to a purchase decision and examine how an understanding of these stages informs a
company’s marketing campaign.
II. Create 8 to 10 survey questions that target a specific market segment for a consumer product, and describe how the survey will be conducted.
https://toughnickel.com/starting-business/Stages-of-the-Consumer-Buying-Process
Rubric
Guidelines for Submission: The short paper should follow these formatting guidelines: 1–2 pages in length, double spaced, 12-point Times New Roman font,
one-inch margins, and citations in APA style.
Critical Elements Exemplary (100%) Proficient (85%) Needs Improvement (55%) Not Evident (0%) Value
Stages of Consumer
Buying Process
Meets “Proficient” criteria and
description contains original
ideas that provide clear insight
into the stages of the
consumer buying process
Describes the stages of the
consumer buying process that
lead to a purchase decision and
examines how an
understanding of these stages
informs a company’s marketing
campaign
Describes the stages of the
consumer buying process that
lead to a purchase decision but
does not sufficiently explain
how an understanding of these
stages informs a company’s
marketing campaign
Does not describe the stages of
the consumer buying process
that lead to a purchase
decision
40
Survey Questions Meets “Proficient” criteria and
survey questions are well
developed and relevant to the
particular consumer product
Includes 8 to 10 survey
questions that target a specific
market segment for a
consumer product, and
describes how the survey will
be conducted
Includes 8 to 10 survey
questions that target a specific
market segment for a
consumer product, but does
not sufficiently describe how
the survey will be conducted
Does not include 8 to 10 survey
questions that target a specific
market segment for a
consumer product
40
Articulation of
Response
Submission is free of errors
related to citations, grammar,
spelling, syntax, and
organization and is presented
in a professional and easy-to-
read format
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
20
Total 100%
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