Chapter 6
Question 1
Tailoring Marketing Mix for the niche of middle-aged white-collar professionals
- Product
The product should be designed with a moderate look and quality that is compatible with the standards and priorities of middle-aged white-collar professionals (Rooney, 2009).
- Price
Pricing should be not too high, keeping into account the income level of the above-cited target customers.
- Physical evidence
Physical evidence should be tailored in a way that provides a comfortable working atmosphere and ambiance ensuring customer satisfaction and comfort.
- Promotion
Promotion is the most important component to advertise product features and persuade customers toward the particular product. Digital channels can be used as useful tools.
- Place
Location plays a key significance, especially in service marketing. Therefore, the company’s location is accessible and reasonable to multiple locations and convenient to all customers.
- People
People involved in the process of delivering healthcare services have great importance because they determine the make or break of customer satisfaction. So the employees need to be friendly and professional in dealing with customers.
- Processes
The complete process of providing health care services needs to be prompt and purely professional from reception till the exit of the patient from the healthcare department.
`Question 2
Three bases to segment the female market
Income level, Age, and Social Status are the three bases of the female segment market.
While segmenting female marketing these variables are worth considering, because female priorities are greatly influenced by these factors.
Question 4
Marketing Strategy based on the given information
The marketing strategy should be customer oriented emphasizing ensuring the marketing mix. The marketing strategy should be target referrers, and dynamic marketing tools should be used to inculcate and persuade the target customers, with the high assistance referrers.
CHAPTER 7
Question 1
The new perspective will shift the strategy of the group, whereby the group will give more emphasis on retaining the sustainable loyal relationship with referrers, and engaging them in marketing activities.
Question 2
Inconsistency between customer satisfaction and profitability
The inconsistency exists because customer satisfaction is not the only determinant to measure customer profitability and business performance. Customers’ tendency to buy an item is affected by multiple variables such as income level, ongoing marketing trends, etc. Rather than just being affected by customer satisfaction.
Question 3
The variable or component the group trying to work on with the segment
The group trying to work on the segment is staff regularity in performing their duties in a bid to get customer satisfaction.
Question 4
The group is experiencing that patients do not complain directly to doctors, rather they tend to give discerning remarks on social media pages to express their concerns if any. Dr. Johnson is right because many other doctors have the same experience that patients do not complain in front.
CHAPTER 10
Question 1
Changes in distribution intensity the actions represent
The changes in distribution intensity represent that the company aims to expand and diversify its services beyond the limitations.
Question 2
Suggesting vertical integration for
- Major Academic Medical Center
The major academic Medical Center should vertically integrate with different regional medical research centers located in different locations (Lim and Ting, 2012).
- Five people general surgery group
Five persons general surgery groups should integrate with suppliers of surgical equipment to avoid any problems in the supply of needed equipment (Erdem, 2008).
- Manufacturer of durable Medical Equipment
Question 5
Repositioning from Quadrant 3 to Quadrant 1 and 2
The company can reposition to a quadrant by increasing the breadth of the production line and increasing value addition in the product. Moreover, it can reposition to quadrant two by increasing value addition and decreasing the breadth of the product line (Wolf, 2000).
CHAPTER 11
Question 1
A potential source of misconception
The source of misconception was due to miscommunication, as Julia was earlier not aware of the payments as she thought all the visits of physicians were free of cost.
Question 4
- In recognition of post-purchase role promotion, the strategy for busy emergency hospitals would be to ensure employee training to deal with customers tactically and creatively.
- Similarly, for a fitness program, the strategy would focus on an enhanced setup that meets customer requirements efficiently and effectively.
- For an occupational medical program, the strategy would be to attract the companies that are served on a contract basis.
Question 5
(a). Yes, these advertisements seem to focus on a particular target segment in terms of cohorts discussed in the chapter on market segmentation.
(b) In terms of emotional appeal the first one uses humor, whereas the second one uses fear to persuade and appeal to customers emotionally.
(c). Yes the individuals would be classified as spokespersons in the first case, in the first advertisement. The individuals are classified as spokespersons, due to the fact that they represent the respective organization and express their views about its services, acting as spokespersons.
CHAPTER 12
Question 2
Awareness Objective
The awareness objective is to target the target segment by fulfilling all the required steps, which include, initial awareness, then creating interest then evaluation, and undertaking purchases. At the trial level of the hierarchy, the objective would not majorly focus on maximum immediate profitability, but rather emphasize more on creating customer loyalty.
Question 3
YouTube was effective in changing hierarchy levels and devising marketing strategies for the target market. The rationale behind the argument is that it takes into account the realistic marketing aspects to deal with the target market. To move to the third level of the hierarchy, the techniques discussed in the video will be used. The objective is to devise an effective marketing strategy for the new target market, keeping into consideration the marketing strategies hinted in the video.
Question 4
Advertising Rehabilitation Program
To effectively advertise the rehabilitation program, the funds are to be invested majorly in electronic and digital advertising coupled with using awareness campaigns through awareness programs.
Question 5
The responsiveness could be increased by properly counseling target physicians who are the target to promote the program, with more discussion.
References
Erdem, S. A. (2008). Healthcare marketing on the web: Moving forward toward more interactive practices. Health marketing quarterly, 24(1-2), 35-49.
Lim, W. M., & Ting, D. H. (2012). Healthcare Marketing: Contemporary salient issues and future research directions. International Journal of Healthcare Management, 5(1), 3-11.
Rooney, K. (2009). Consumer-driven healthcare marketing: Using the Web to get up close and personal. Journal of Healthcare Management, 54(4), 241.
Wolf, E. J. (2000). A new approach to healthcare marketing. Healthcare Executive, 16(1), 12-4.
