The author was given this assignment to determine the key characteristics of the users of the products and/or services of the chosen health care provider Kaiser Permanente. Secondly, to analyze the competitive environment. Thirdly, to determine which tools of the marketing mix is available and would be most effective. Fourthly, to determine the best possible pricing strategy for at least one of the products or services offered. Lastly, to provide at least three (3) qualified sources to support the argument presented.
Determine the key characteristics of the users of the products and/or services of the health care provider you selected.
“Kaiser Permanente was founded on the radically simple idea that everyone deserves the chance …show more content…
“It is evident that health care services greatly affect the marketing program; hence, intangibility has to do with services that cannot be seen, tasted, felt, heard, or smelled before they are bought. Because of this, Kaiser Permanente will have to demonstrate their service quality through physical evidence and presentation such as people, place, equipment, communication material, symbols and price. Furthermore, inseparability forces the customers to become very sensitive to service delivery. Forcing the service provider to learn to work with larger groups and having a fixed provider charge. Subsequently, this lead to variability where the provider attempts to standardize their services by a. investing in good hiring and training procedures, b. standardizing the service-performance process throughout the organization, and c. monitoring customer satisfaction. Lastly, perishability is building the necessary capacity to perform the services when demanded (P. Kotler, J. Shalowitz, & R. J. Stevens, …show more content…
Therefore, product and price of the tools of the marketing mix would be most effective for Kaiser Permanente. Subsequently, for many a product is simply the tangible, physical item that we buy or sell. “The nature of a product takes into consideration the CORE product, the ACTUAL product, and finally the AUGMENTED product. The product life cycle (PLC) is based upon the biological life cycle. “It focuses on what is happening to a particular product or brand, rather than what is happening to the overall market. The organization need to visualize a market’s evolutionary path as it is affected by new needs, competitors and technology to name a few (P. Kotler, J. Shalowitz, & R. J. Stevens, 2008)”. In addition, “price is the amount the consumers must exchange to receive the offering (P. Kotler, J. Shalowitz, & R. J. Stevens, 2008)”. The organization which is Kaiser Permanente goal in terms of price is really to reduce costs through improving manufacturing and efficiency, and most importantly increase the perceived value of the benefits of its products and services to the buyer or
Determine the key characteristics of the users of the products and/or services of the health care provider you selected.
“Kaiser Permanente was founded on the radically simple idea that everyone deserves the chance …show more content…
“It is evident that health care services greatly affect the marketing program; hence, intangibility has to do with services that cannot be seen, tasted, felt, heard, or smelled before they are bought. Because of this, Kaiser Permanente will have to demonstrate their service quality through physical evidence and presentation such as people, place, equipment, communication material, symbols and price. Furthermore, inseparability forces the customers to become very sensitive to service delivery. Forcing the service provider to learn to work with larger groups and having a fixed provider charge. Subsequently, this lead to variability where the provider attempts to standardize their services by a. investing in good hiring and training procedures, b. standardizing the service-performance process throughout the organization, and c. monitoring customer satisfaction. Lastly, perishability is building the necessary capacity to perform the services when demanded (P. Kotler, J. Shalowitz, & R. J. Stevens, …show more content…
Therefore, product and price of the tools of the marketing mix would be most effective for Kaiser Permanente. Subsequently, for many a product is simply the tangible, physical item that we buy or sell. “The nature of a product takes into consideration the CORE product, the ACTUAL product, and finally the AUGMENTED product. The product life cycle (PLC) is based upon the biological life cycle. “It focuses on what is happening to a particular product or brand, rather than what is happening to the overall market. The organization need to visualize a market’s evolutionary path as it is affected by new needs, competitors and technology to name a few (P. Kotler, J. Shalowitz, & R. J. Stevens, 2008)”. In addition, “price is the amount the consumers must exchange to receive the offering (P. Kotler, J. Shalowitz, & R. J. Stevens, 2008)”. The organization which is Kaiser Permanente goal in terms of price is really to reduce costs through improving manufacturing and efficiency, and most importantly increase the perceived value of the benefits of its products and services to the buyer or