Transcript Document
Unit 8 Live Seminar Professor C.YoungWhiting Monday 3/28/11 at 9:00pm Agenda: -Ice Breaker: Many women's magazines like Glamour and Elle publish advertisement for men's cologne. Explain the rationale for this practice. -Readings: Latham article on Ethics of Medical Marketing and PowerPoint: This week’s article will introduce us to the concept of marketing with health care being a competitive business, administrators will need to understand and embrace marketing campaigns to drum up business and keep customers happy so that they continue to return. -Unit 8 Assignment Requirements: For this week’s assignment, you will be creating a marketing tool for your practice to advertise the new vaccine clinic. You can either create a brochure to send out in the mail or posters to display around town. Consider your audience (who are you targeting?) while you create this item. Think about what would catch your eye as a customer when putting this together. You can create this tool in Word as a poster with clip art, etc. (watch copyright information), or as a brochure. Your grade will be based upon how effective your tool is at addressing the target audience, how well you catch their attention, the quality of the information you provide them, and the overall look of the tool. Complete this assignment as a Word 97-2003 document. The Marketing Concept Why It's Important In order to participate in the world of marketing, you'll want to understand how businesses focus on the needs and wants of their customers in order to improve their products, remain competitive, and increase sales. The Marketing Concept Customers vs. Consumers Customers buy a product. Consumers use the product. Example: Parents who buy video games from retailers are customers. The kids who play the video games are the consumers. The Marketing Concept The Marketing Mix The marketing mix comprises four basic marketing strategies known as the four Ps: Product (or service) Placement Price Promotion Foundations of Marketing Product: What one wishes to sell. -What are some examples of healthcare product or service that organizations or companies sell to consumers or patients? Placement: According to Latham, “The distribution channels through which the product or service can best be made available to the consumers”. -How can consumers gain access to health care product or service that they need? Foundations of Marketing Chapter 2 n Basic Marketing Concepts Foundations of Marketing Price: the amount of money that the product or service will earn a profit for the seller and be appealing to the customer targeted. -Are there any examples where you think healthcare products and services are appropriately priced in meeting this criteria? Slide 3 of 3 7 Foundation of Marketing Promotion: The methods HOW and . Where to advertise. -What king of promotions come to your mind as it relates to healthcare products and services? 8 Marketing Graphic Organizer The Marketing Concept Marketing Research Product Marketing Segmentation Price Place Promotion Consumers 9 Ethics of Marketing Product: Questions arise regarding the safety and efficiency of products Placement: Questions arise regarding The distribution and the use of power. Promotion: Questions arise about the honesty and integrity of sales and advertising. Price: Questions arise about price discrimination inside channels systems and businesses to consumers.