Case Analysis Srvmktg
Below is a free essay on "Dr. Beckett’s Dental Office Case" from Anti Essays, your source for free research papers, essays, and term paper examples.
The seven elements of the services marketing mx addressed in “Dr. Beckett’s Dental Office” case are; product, price, promotion, place, people, process, and physical appearance.
Product: As the mission statement displayed in the back office stated “Dr. Beckett’s core product is to provide superior dentistry in an efficient, profitable manner within the confines of a caring, quality environment. Facilities seem to increase the value of her product but her main goal is to differentiate her product in terms of quality.
Price:Services were offered at a higher price than competitors with better quality.
Promotion: She did no advertising. All of her new patients came from positive word of mouth by current patients.
Place: She looked for an office in the North Carolina town where they have office spaces available but didn’t find anything she liked, so she hired an architect from San Francisco to design a contemporary office building with lots of light and space. This increased the building costs by $100,000, but felt it would be a critical factor to differentiate her services.
People: There were eight employees including Dr. Beckett. Two employees in the front office doing receptionist and secretarial tasks and financial/ budgeting work, 2 hygienists in the back office who handle routine exams and teeth cleaning and 3 chair side assistants that helps them and Dr. Beckett with treatment procedures. Dr. Beckett valued her friendships with staff members and understood that they were a vital part of the service delivery. She provided them with many opportunities to update their skills, rewarded their hard work by giving monthly bonuses, and took them on vacation trips once a year.
Process: All of the office systems were redesigned, with the help of a consultant she hired. One of the main goals was to standardize
The seven elements of the services marketing mx addressed in “Dr. Beckett’s Dental Office” case are; product, price, promotion, place, people, process, and physical appearance.
Product: As the mission statement displayed in the back office stated “Dr. Beckett’s core product is to provide superior dentistry in an efficient, profitable manner within the confines of a caring, quality environment. Facilities seem to increase the value of her product but her main goal is to differentiate her product in terms of quality.
Price:Services were offered at a higher price than competitors with better quality.
Promotion: She did no advertising. All of her new patients came from positive word of mouth by current patients.
Place: She looked for an office in the North Carolina town where they have office spaces available but didn’t find anything she liked, so she hired an architect from San Francisco to design a contemporary office building with lots of light and space. This increased the building costs by $100,000, but felt it would be a critical factor to differentiate her services.
People: There were eight employees including Dr. Beckett. Two employees in the front office doing receptionist and secretarial tasks and financial/ budgeting work, 2 hygienists in the back office who handle routine exams and teeth cleaning and 3 chair side assistants that helps them and Dr. Beckett with treatment procedures. Dr. Beckett valued her friendships with staff members and understood that they were a vital part of the service delivery. She provided them with many opportunities to update their skills, rewarded their hard work by giving monthly bonuses, and took them on vacation trips once a year.
Process: All of the office systems were redesigned, with the help of a consultant she hired. One of the main goals was to standardize