Assignment 4: Bringing It Altogether
Dr Wendy Whitner
September 9, 2012
1) Distinguish the marketing approach that a health care marketer would take to handle products and services to a marketer of consumer goods. An approach to marketing is important to know and analyze the different views that marketers have about the future. This vision of the future will strongly condition the entire strategic planning of marketing for healthcare. In order to continue to thrive, companies must acquire and keep customers. As a result, marketing and sales has become an area of increasing focus for companies of all sizes. Marketers create an effective marketing strategy is based on a five-step process: 1: Understanding the market climate and marketing strengths and weaknesses 2: Developing a marketing strategy 3: Building a marketing plan 4: Implementing the plan 5: Monitoring the success of the plan (Burgemeister, 2003). A solid marketing strategy provides a roadmap to creating and delivering true value to distinct groups of customers. All successful marketing strategies must begin and end with the customer, they cannot be an afterthought or taken as a given, so marketers must test their assumptions about their customers constantly. These are the thing that goes into a marketing strategy. A cohesive combination of: Targeting—to whom are you going to market your products and services? Positioning—how are you going to differentiate yourself from competitors? Product/Service Attributes—what attributes/features will the product/service have? Marketing Communications—how are you going to reach the target and with what message? Pricing—what price will you charge the target? Distribution—what channels will you use to sell the product or service? Customer Service—how will you manage additional customer needs? Of these components, targeting and positioning are the two most critical elements (Burgemeister, 2003). Healthcare is on everyone’s mind from the government to businesses to individuals. The recent political and cultural climate has allowed healthcare to take center stage. And that holds many opportunities and promises. Today healthcare marketers have more technologies and resources to engage with consumers than ever before—think digital, mobile, social and beyond. Practically every consumer walks around with a computer (Smartphone) in their pocket and stays always connected via internet, social media networks, text and email. The opportunities are almost limitless for marketers to connect and engage with consumers. Healthcare is personal. Consumers want to feel that marketers understand that and personalize things for them – no cookie cutter communications. Today’s technologies allow us to mine consumer information and data like never before, giving us a personal and intimate picture of what they want. The better your data, the more you can tailor and personalize your marketing efforts for success.
The marketing approach of consumer goods is a little different. The companies had seen the need to move to go consumer-oriented, marketing activities were developed solely to advertise a product, generate some sales, and build market shares, regardless whether such marketing activities formulated cater to what the consumers really need or not. Since the challenge to do everything for the favor of the consumers, all marketing strategies that are implemented are guided by the lone goal of selling several pieces of merchandise purely for the sake of the business. Consumer-oriented marketing also requires businesses to check the pricing of their product or service, whether or not it is fitting to their general consumers. Doing so prevents businesses to overprice or under price the commodity they are offering, while giving the best value to the patronizing public. But most importantly, the need to develop consumer-oriented marketing strategies causes businesses to specifically pinpoint the very people who need use, and buy...
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