Essentials Of Health Care Marketing / Edition 2

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Overview

Essentials of Health Care Marketing, Second Edition is a complete curriculum of marketing management tools and techniques and is ideal for graduate and upper-level graduate courses. This ideal teaching tool includes an Instructors’ Manual and PowerPoints.

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Product Details

  • ISBN-13: 9780763783501
  • Publisher: Jones & Bartlett Learning
  • Publication date: 2/9/2006
  • Edition description: 2E
  • Edition number: 2
  • Pages: 416
  • Product dimensions: 7.00 (w) x 8.90 (h) x 1.00 (d)

Table of Contents

Preface

Introduction

Acknowledgments

PART I The Marketing Process 1

Chapter 1 The Meaning of Marketing 3

Marketing 3

The Meaning of Marketing 4

Prerequisties for Marketing 4

Who Does Marketing? 5

The Elements of Successful Marketing 6

Marketing Research 6

The Four Ps 6

The Dilemma of Needs and Wants 9

Identifying the Customer 9

The Evolution of Marketing 11

Production Era 11

Sales Era 12

Marketing Era 13

The Marketing Culture 14

The Nonmarketing-Driven Planning Process 15

A Marketing-Driven Planning Sequence 17

Is a Marketing Planning Approach Needed? 19

The Strategic Marketing Process 19

Stakeholders 19

Uncontrollable Environment 20

Society 22

Target Market 24

Organizing for Marketing 25

Product-Oriented Organization 25

Market-Oriented Organization 26

Requirements for Organizational Marketing Success 27

Pressure to Be Market-Oriented 28

Capacity to Be Market-Oriented 28

Shared Vision of Market 28

Action Plan to Respond to Market 29

The Evolving Perspective of Marketing 31

The Changing Health Care Marketplace 32

The Traditional Industry Structure 32

The Evolving Industry Structure 33

Conclusions 36

Key Terms 37

Chapter Summary 37

Chapter Problems 38

Notes 38

Chapter 2 Marketing Strategy 41

Strategic Planning Process 41

Defining the Organizational Mission 43

Situational Assessment 46

Differential Advantage 49

The Visible Value Challenge of a Differential Advantage 53

Organizational Objectives 54

Organizational Strategy 56

Growth Market Strategies 56

Consolidation Strategles 60

Detemining Organzational Strategy 62

The BCG Matrix 62

The GE Matrix 64

Analyzing the Competitive Market 66

Existing Competitors 67

New Entrants 68

Threat of Substitution 69

Powerful Customers and Suppliers 70

Developing the Marketing Plan 71

Establishment of Marketing Objectives 71

Marketing Strategy Formulation 71

Development of an Action Plan 74

Conclusions 76

Key Terms 77

Chapter Summary 77

Chapter Problems 78

Notes 79

Chapter 3 The Environment of Marketing Strategy 82

Economic Factors 83

Inflation and Health Care 83

Consumer Income 85

Technological Factors 86

Quality 86

Cost 86

Behavior 87

Transparency 88

Social Factors 93

Demographics 93

Culture 98

Competitive Factors 101

Health Care Competition 103

Regulatory Factors 105

Competition 105

Pricing 109

Distribution 109

Promotion 110

Conclusions 115

Key Terms 115

Chapter Summary 115

Chapter Problems 117

Notes 118

PART II Understanding the Consumer 123

Chapter 4 Buyer Behavior 125

Decision-Making Model 125

Problem Recognition 125

Internal Search 126

External Search 126

Alternative Evaluation 128

Purchase 130

Post-Purchase Evaluation 130

Alternative Decision-Making Sequences 133

Psychological Influences on Decision Marking 136

Motivation 136

Attitudes 137

Lifestyle 137

Learning 140

Perception 141

Sociocultural Influences 143

Family Life Cycle 143

Social Class 146

Reference Group 146

Culture 148

Industrial Buyer Behavior 149

Organizational Differences 150

The Industrial Buying Process 153

Conclusions 154

Key Terms 154

Chapter Summary 155

Chapter Problems 156

Notes 157

Chapter 5 Marketing Research 161

The Marketing Research Process 161

Problem Recognition 161

Identification of Research Objectives 162

Research Design 163

Data Collection 172

Analysis and Evaluation of Research 188

Marketing Information Systems 189

Conclusions 190

Key Terms 190

Chapter Summary 190

Chapter Problems 191

Notes 192

Chapter 6 Market Segmentation 195

Mass Marketing 195

Market Segmentation 196

Concentration Strategy 197

Multisegment Strategy 198

Selecting Market Segments 198

Bases for Segmentation 199

Sociodemographic Segmentation 200

Geographic Segmentation 203

Psychographic Segmentation 204

Usage Segmentation 206

Cohort Segmentation 215

Segmenting Business Markets 220

Demographics 221

Operating Variables 221

Purchasing Approaches 222

Usage Requirements 224

The Heuristics of Segmentation 224

Conclusions 226

Key Terms 226

Chapter Summary 226

Chapter Problems 227

Chapter 7 Developing Customer Loyalty 232

Relationship Marketing 232

Customer Relationship Management 235

Satisfaction or Loyalty? 236

The Customer Loyalty Pyramid 237

Creating Customer Value 238

Conducting a Gap Analysis 242

Conclusions 251

Key Terms 251

Chapter Summary 251

Chapter Problems 252

Notes 253

PART III The Marketing Mix 255

Chapter 8 Product Strategy 257

The Meaning of Products and Services 257

The Five I's of Services 258

Classification of Products and Services 260

Classifying Consumer Products 260

Industrial Goods Classifications 261

Service Classifications 261

Managing the Product 262

Developing the Product Line and Mix 262

The Product Life Cycle 264

Product Life Cycle Issues 270

Modifying the Product Life Cycle 273

Branding 276

The Diffusion of Innovation 278

Conclusions 281

Key Terms 282

Chapter Summary 282

Chapter Problems 283

Notes 284

Chapter 9 Price 287

The Meaning of Price 287

Establishing the Price 289

Identifying Constraints 289

The Five Forces and Impact on Pricing 291

Pricing Objectives 292

Estimating Demand Revenue 294

Cost and Volume Relationships 295

Pricing Strategies 303

Positioning Value or Price 308

The Ever-Increasing Challenge of Pricing in Health Care 309

Conclusions 309

Key Terms 310

Chapter Summary 310

Chapter Problems 311

Notes 312

Chapter 10 Distribution 315

Alternative Channels of Distribution 315

Functions in the Channel 318

Time 318

Functional Shifting 319

Channel Management 320

Intensity of Distribution 320

Intensive Distribution 321

Exclusive Distribution 322

Selective Distribution 322

Vertical Marketing Systems 323

Corporate Vertical Marketing Systems 326

Administered Vertical Marketing System 328

Contractual Vertical Marketing Systems 329

Evolving Channels in Health Care 329

Channel Leadership 330

Using Power 331

Selected Concepts from Retailing 333

Structural Dimensions of True Retail Markets 333

The Retail Positioning Matrix 334

Retail Mix 336

The Wheel of Retailing 338

Conclusions 339

Key Terms 340

Chapter Summary 340

Chapter Problems 341

Notes 342

Chapter 11 Promotion 345

The Communication Model 345

The Sender 346

Encoding 347

The Evolving Communication Model: Moving to Web 2.0 World 348

The Web as a Strategic Communication Platform 349

The Message 350

The Channel 351

Decoding 352

Noise 353

Feedback 353

The Promotional Mix 354

Advertising 354

Advertising Effectiveness 355

Personal Selling 355

Publicity 359

Sales Promotion 360

Factors Affecting Sales Promotion Use 363

The Product Life Cycle 363

Channel Control Strategies 364

Conclusions 369

Key Terms 369

Chapter Summary 369

Chapter Problems 370

Notes 371

Chapter 12 Advertising 374

Common Classifications of Advertising 375

Product Advertising 375

Institutional Advertising 376

Developing the Advertising Campaign 378

Define the Target Audience 378

Determine the Advertising Objectives 379

Determine the Budget 380

Develop the Message 383

Specify the Communication Program 385

Evaluate the Response 393

The Web 2.0 and Social Media 394

Integrated Advertising Campaigns 395

Working with Advertising Agencies 395

Alternative Advertising Agencies 396

Agency Compensation 396

Ethics in Advertising 397

Nonprofit Concerns 398

Conclusions 398

Key Terms 399

Chapter Summary 399

Chapter Problems 400

Notes 401

Chapter 13 Sales and Sales Management 403

Types of Sales Jobs 404

New Business Selling 404

Trade Selling 404

Missionary Selling 404

Technical Selling 405

The Personal Sales Process 405

Prospecting 406

Preapproach 407

Approach 407

Presentation 407

Close 408

Servicing 409

Sales Approaches 409

Stimulus-Response Sales Approach 409

The Selling Formula 410

Need Satisfaction Method 411

Consultative Selling 412

Managing the Sales Function 412

Sales Force Organization 412

Sales Force Size 414

Recruitment and Selection 416

Training 418

Compensation 419

Sales Force Evaluation and Control 421

Conclusions 422

Key Terms 422

Chapter Summary 423

Chapter Problems 423

Notes 424

Chapter 14 Controlling and Monitoring 426

Controlling and Monitoring Marketing Performance 426

Market Share Analysis 427

Sales Analysis 429

Profitability Analysis 430

Contribution Analysis 432

Variance Analysis 433

Sales Force Control 437

Advertising Control 439

Customer Satisfaction Control 440

Components of a Measuring System 441

The Marketing Audit 442

Conclusions 446

Key Terms 447

Chapter Summary 447

Chapter Problems 448

Notes 449

APPENDIX A A Sample Business Planning Manual 451

Why Write a Plan? 451

The Components of the Plan 452

Putting It All Together 484

APPENDIX B Glossary 485

Index 501

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