20180321030601mkt_345_milestone_1_guidelines_and_rubric
For this first milestone you will prepare a PowerPoint presentation summarizing the research you have so far done and the segmentation strategies you have so far considered to market the consumer product you are proposing for your final project. Company chosen is Amazon. Please use the resources below, other resources can be added as well. Rubric Attached.
The Amazon Effect On Consumer Expectations and Buying Decisions. Retrieved from
https://www.spscommerce.com/blog/amazon-effect-consumer-expectations-spsa/
Amazon, Whole Foods, and the Future of the (Old) New Economy. Retrieved from
https://hbr.org/2017/06/amazon-whole-foods-and-the-future-of-the-old-new-economy
Amazon Prime Is Changing Consumer Behavior In The Most Strategic Ways. Retrieved from
https://www.linkedin.com/pulse/amazon-prime-changing-consumer-behavior-most-strategic-henry-ho
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 (minimum of 7 slides) 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 marketing approach will you use for your segment? Why do you believe it will be effective?
What are the key points about the approach 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. Determine appropriate marketing approaches for your market segment, and explain why these approaches would be effective.
B. Evaluate the approach you used in order to segment the market.
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.
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 20
13
Videos and Tutorials.
Instructor feedback on this milestone should be incorporated into your next milestones and into the final project.
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.
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
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:
Approaches
Determines available approaches for
the market segment, and explains
why approaches would be effective
Determines available approaches for the
market segment, but does not explain why
approaches would be effective or contains
issues regarding the appropriateness of
choices
Does not determine available
approaches
13
Segmentation:
Approach
Evaluates the approach you used in
order to segment the market
Describes the approach you used to
segment the market, but description is not
cogent
Does not describe segmentation
approaches
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
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
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
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%