Unit 8 Assignment (Learn Scape #4)

Unit 8 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.

Course outcome assessed/addressed in this Assignment:

HA575-3:Assess various marketing tools and compare their advantages and disadvantages.

HA575-4: Formulate effective practices for employing marketing tools to specific situations in the healthcare environment.

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
• Competitors
• Products and services
• Price
• Promotion
• 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.

Instructions

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.

NOTE: The scene is a close up of your computer screen with the e-mail application open. The “To:” section is filled with the description “Quinn Smith” and the subject is already filled in: “CONFIDENTIAL: Marketing Survey Results Recommendations.”

On-screen text: Type your recommendation in the body of the e-mail. Do not forget, you can use the survey results and notes you have taken throughout your interviews. Be sure to back up your recommendation with the analysis of the information gained along the way.

NOTE: You will be given an option to “Submit” the e-mail after writing it. After pressing “Send” a tab will appear showing “Save Assessment.” Save the assessment to your computer using the proper naming convention and upload it to the unit Dropbox.