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20 Cards in this Set
- Front
- Back
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What are the 4 P's of Marketing?
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Product
Price Place Promotion |
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What is marketing?
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Marketing is the delivery of customer satisfaction at a profit.
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What are needs?
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State of felt deprivation for basic items such as food and clothing or complex needs (i.e. belonging)
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What are wants?
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Form that a human need takes shaped by culture and individual personality
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What are demands?
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Human wants backed by buying power
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What are the 4 P's of Marketing?
|
Product
Price Place Promotion |
|
|
What is marketing?
|
Marketing is the delivery of customer satisfaction at a profit.
|
|
|
What are needs?
|
State of felt deprivation for basic items such as food and clothing or complex needs (i.e. belonging)
|
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What are wants?
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Form that a human need takes shaped by culture and individual personality
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What are demands?
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Human wants backed by buying power
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What are the 4 factors that effect the growth of marketing?
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1) Competition
2) Consumerism 3) Wealth 4) Change |
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What are the tools in the marketing the marketing toolbox
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Research
Measurement Planning Analysis Forecasting Segmentation Strategy |
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What makes health care different? (1-5)
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1) Nature of demand
2) Consumers don't pay directly 3) Product is complex 4) Lack of seller discretion (must service anyone) 5) Behavior of providers is inconsistent with other industries (non profit, human factor) |
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What makes health care different? (6-9)
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6) Market is not rational (its emotional)
7) Goals - NOT unit sales 8) Healthcare in the US is a non-system 9) Supply and demand is wacky |
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Why the resistance to marketing in health care organizations?
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- No (real or perceived) need
- No knowledge - Resistance to business aspects - Concern over costs - Ethical and legal constraints |
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What constitutes a service?
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- Produced as they are consumed
- Intangible - Variability - Inseparability - Perishability - Ownership considerations - Multidimensional |
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What is a service?
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The outcomes of a series of events
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What are the reasons for health care marketing?
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1) Building awareness
2) Enhancing visibility/imagine 3) Improving market penetration 4) Increasing prestige 5) Attracting med staff 6) Providing information 7) Influencing customer decision making 8) Offsetting competitive marketing ***) Build market share in selected services |
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Name some marketing concepts
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* Marketing Planning
* Segmenting and Targeting * Positioning * Branding * Marketing management * Marketing research |
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What are some promotional components of marketing?
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* PR
* Communications * Community outreach * Govt relations * Sales * Advertising * Direct marketing * Target marketing * Customer relationship management |
