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.

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.

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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