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Healthcare Marketing
- 1. Healthcare Marketing MS HCM batrasian_67@hotmail.com
- 2. Chapter Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? batrasian_67@hotmail.com
- 3. What is Marketing? batrasian_67@hotmail.com Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
- 4. Marketing Marketing Functions 1. Customer analysis 2. Selling products/services 3. Product & service planning 4. Pricing 5. Distribution 6. Marketing research 7. Opportunity analysis batrasian_67@hotmail.com
- 5. Customer Analysis Customer surveys Consumer information Market positioning strategies Customer profiles Market segmentation strategies Marketing batrasian_67@hotmail.com
- 6. Advertising Sales Promotion Publicity Sales force management Customer relations Dealer relations Marketing Selling Products/Services batrasian_67@hotmail.com
- 7. Test marketing Brand positioning Devising warrantees Packaging Product features/options Product style Quality Marketing Planning Product/Service batrasian_67@hotmail.com
- 8. Forward integration Discounts Credit terms Condition of sale Markups Costs Unit pricing Marketing Pricing batrasian_67@hotmail.com
- 9. Warehousing Channels Coverage Retail site locations Sales territories Inventory levels Transportation Marketing Distribution batrasian_67@hotmail.com
- 10. Data collection Data input Data analysis Support business functions Marketing Marketing Research batrasian_67@hotmail.com
- 11. Assessing costs Assessing benefits Assessing risks Cost/benefit/risk analysis Marketing Opportunity Analysis batrasian_67@hotmail.com
- 12. What is Marketing Management? batrasian_67@hotmail.com Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
- 13. What is Marketed? batrasian_67@hotmail.com • Goods • Services • Events • Experiences • Persons
- 14. What is Marketed? batrasian_67@hotmail.com • Places • Properties • Organizations • Information • Ideas
- 15. Core Concepts Needs, wants, and demands Target markets, positioning, segmentation Offerings and brands Value and satisfaction Marketing channels Supply chain Competition Marketing environment Marketing planning batrasian_67@hotmail.com
- 16. Target Markets, Positioning & Segmentation batrasian_67@hotmail.com
- 18. STANDARDIZATION vs. ADAPTATION The Faces of Coca- Cola Around the World Arabic Read right to left Chinese “delicious/happiness” batrasian_67@hotmail.com
- 20. For Review Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? batrasian_67@hotmail.com