identify consumers? needs and concerns and then develop marketing strategies to address them.evaluate elements of marketing research related to a particular scenario.

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identify consumers? needs and concerns and then develop marketing strategies to address them.evaluate elements of marketing research related to a particular scenario.

 

 

Marketing research is a valuable resource that guides organizations? decision making. As noted in the Learning Resources, research is used to help organizations identify consumers? needs and concerns and then develop marketing strategies to address them.For tApplication Assignment, you will evaluate elements of marketing research related to a particular scenario. Also in tApplication, you will consider the difference between customer satisfaction and customer loyalty and examine approaches to promote customer retention.Prepare for tApplication as follows:For Section One: Marketing ResearchReview the instructions for Chapter 6 Problem 6 on page 228 of Essentials of Health Care Marketing. In addition to considering how you will answer tproblem, think about the marketing-research process. What elements of the marketing-research process described in Chapter 5 of the text would you recommend the organization apply in tscenario?For Section Two: Customer LoyaltyConsider the following statement: Although it is obvious that dissatisfied customers will certainly switch, it has been found that even satisfied customers will switch providers or suppliers. Satisfaction in and of itself is not sufficient (Berkowitz, 2011, p. 236). With tin mind, think about the following questions: Why are customer satisfaction surveys important for health care organizations? What is the difference between customer satisfaction and customer loyalty? How would you assess customer loyalty? Why would tdistinction be important for a health care organization as it considers its financial investments in marketing strategies? What implications does thave in terms of attracting new customers versus retaining customers? What is the purpose of organizational branding? Pg 228 Chapter 6 Question 6A new group of primary care physicians has decided to locate in a suburb of Washington, D. C. After conducting some primary market research on the area, the group?s research firm has characterized the community as comprising boomers Gen-Xers, and a significant number of N-white collar workers, all employed by high tech and consulting firms located in the outer belt that surrounds Washington, D.C. What are the implications of tmarket profile with regards to:Several of the group?s older partners have announced their intentions to retire At a recent meeting the group has decided it wants to bring in 5 new partners over the next 12 to 20 months. The group hopes it can attract younger primary care physicians who are no more than 3 to 5 years out of training. In tway the group believes the group can continue to stay viable and grow, suggest a recruiting plan to attract tcohort of physicians. Customer Loyalty Pyramid

 

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