MKT 345 Milestone Two Guidelines and Rubric Consumer Buying Process
Overview: For this milestone, due in Module Four, you will prepare a PowerPoint presentation 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 presentation that lists and briefly explains 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. 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. 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 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 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 not cogent or inaccurate
Does not define the stages of the consumer buying process
30
Consumer Buying Process: Marketing
Strategy
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
Does not describe marketing strategies for stages of the consumer buying process
30
Consumer Buying Process: Buying
Process
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
Does not determine stages where identified marketing strategies would be most effective
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%