Unit Assignment: LearnScape 4 | How Are We Doing?
Unit outcomes addressed in this Assignment:
- Describe the marketing research process and market segmentation strategies.
- Describe the concept of relationship marketing and the distinction between satisfaction and loyalty.
- Describe the range of product and service variations.
In this LearnScape, you will apply the concepts learned throughout the training.
It is time for a marketing audit! The Health Care System wants to see how responsive they are to market needs and preferences, and if their marketing strategies are showing a good return on investment. You have been brought in as an objective party to perform this audit. During this LearnScape, you will choose the right people to be in the interviews and choose the best questions to ask from the following categories:
- Market and market segments
- The organization
- Products and services
- Channels of distribution
Once the information is gathered, you will identify the top 3 strengths and the top three weaknesses of the organization. Then, you will make prioritized recommendations to turn the weaknesses into strengths.
You will submit an e-mail to Quinn Smith, Chairman of the Board, outlining the top three strengths and the top three weaknesses of the marketing campaign, along with suggestions on how to improve on the weaknesses.
It is time to write your e-mail to Quinn Smith, Chairman of the Board, outlining the top three strengths and the top three weaknesses of the Bright Road marketing survey results. Be sure to include suggestions on how to turn the weaknesses into strengths. Be sure to back up your recommendation with the analysis of the information gained along the way.
Hillestad, & Berkowitz (2013). Health Care Market Strategy (4th ed.), Chapter 8: “Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan”