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 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 segmentation strategy will you use for your segment? Why do you believe it will be effective?  What are the key points about the strategy 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. Identify the various segmentation strategies that your selected company uses to divide the market. Be sure to consider the overall market for your chosen brand. B. Select the segmentation strategy(s) to create your market segment, and explain why the strategy(s) would be effective. 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. 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. 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 Pr oject Rubric will include an additional ...

1. 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 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:
in, and why are you pursuing it?
information on consumer behavior? Provide a rationale
regarding why you selected each one.
characteristics of the chosen segment?
Prepare at least four slides summarizing the market
segmentation you have so far considered:
gy will you use for your segment?

2. Why do you believe it will be effective?
your selected market? What is it based upon?
believe it is a good fit?
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. Identify the various segmentation strategies that your
selected company uses to divide the market. Be sure to consider
the overall market for
your chosen brand.
B. Select the segmentation strategy(s) to create your market

3. segment, and explain why the strategy(s) would be effective.
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.
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.
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 Pr oject
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

4. 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:

5. Segmentation
Strategies
Identifies various segmentation strategies
that the selected company uses and
response considers the overall market
Identifies only one segmentation strategy
that the selected company uses, or
response does not consider the overall
market
Does not identify any segmentation
strategies
13
Segmentation:
Market Segment
Selects segmentation strategy(s), creates a
market segment, and explains why they are
effective
Selects segmentation strategy(s) but does
not explain why they are effective
Does not select a segmentation strategy 13
Segmentation:
Consumer Segment
Describes the consumer segment selected,
and explains why they are a good fit for the
product

6. 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
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
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Critical Elements Proficient (100%) Needs Improvement (75%)
Not Evident (0%) Value
Articulation of
Response
Submission has no major errors related to

7. 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%
INT 220 Business Brief Template
Course Project
Complete this template by replacing the bracketed text with the
relevant information.
Overview
[Summarize the business problem, country selected, and
intended audience for this business brief. Make sure to use
complete sentences.]
Section One: Drivers for Global Entry
[Explain the purpose of global expansion, the business and
societal impacts of global business, and cultural considerations
for global business. Use evidence from course and outside
resources to support your explanations, and use complete
sentences.]
Section Two: Market Profile

8. Complete the tables below to use data and statistics to support
your comparisons. Words, phrases, and numbers should be used
to complete the tables, not complete sentences.
Cultural Profile
Category
United States
[Insert Country Selection From Course Project]
Commonly Spoken Languages
[Insert information.]
[Insert information.]
Commonly Practiced Religions
[Insert information.]
[Insert information.]
Power Distance Index (PDI)
[Insert information.]
[Insert information.]
Individualism Versus Collectivism (IDV)
[Insert information.]
[Insert information.]
Masculinity Versus Femininity (MAS)
[Insert information.]
[Insert information.]
Uncertainty Avoidance Index (UAI)
[Insert information.]
[Insert information.]
Long-Term Orientation Versus Short-Term Normative
Orientation (LTO)
[Insert information.]
[Insert information.]
Indulgence Versus Restraint (IVR)
[Insert information.]

9. [Insert information.]
Political and Economic Profile
Category
United States
[Insert Country Selection From Course Project]
Political System
[Insert information.]
[Insert information.]
Current Leaders
[Insert information.]
[Insert information.]
Economic Classification
[Insert information.]
[Insert information.]
Economic Blocs Impacting Trade
[Insert information.]
[Insert information.]
Gross Domestic Product
[Insert information.]
[Insert information.]
Purchasing Power Parity
[Insert information.]
[Insert information.]
Gross Domestic Product Per Capita
[Insert information.]
[Insert information.]
Human Development Index
[Insert information.]
[Insert information.]
Gender Development Index
[Insert information.]

10. [Insert information.]
Gender Empowerment Measure
[Insert information.]
[Insert information.]
Human Poverty Index
[Insert information.]
[Insert information.]
[Compare and contrast important political and economic factors
for your selected market against those in the domestic market,
including political systems, current leaders, and economic
measures or characteristics used in classification.]
Section Three: Market Considerations
Complete the table below to support your explanations using
current exchange rates.
Exchange Rates
Category
The U.S. Dollar
[Insert Country Selection From Course Project’s Currency]
Exchange Rate
[Insert information.]
[Insert information.]
Legal and Regulatory Considerations
[Compare and contrast important market considerations for your
selected market against those in the domestic market. Explain
the similarities, differences, and considerations for conducting
business between the two markets, such as general legal and
regulatory requirements, monetary and management logistics,

11. and mode-of-entry considerations.]
References
[Include any references you cited according to APA format.]