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Question: scenario you are the marketing manager for a local nonprofit...

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Scenario: You are the marketing manager for a local nonprofit charity of your choice 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. Address the following in your role as marketing manager: • Provide an intrduction slide that prepares viewers for what they will be learning and how the presentation will progress. • Introduce the charity you selected to focus on (this can be a real charity or one that you make-up) by name, what they do, and recap the assignment scenario they are facing. • 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, using the scenario in the assignment as an example 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 (deographics, etc.) 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.

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