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Essentials of Health Care Marketing

ISBN: 9780763783501 | 0763783501
Edition: 2nd
Format: Paperback
Publisher: Jones & Bartlett
Pub. Date: 2/15/2006

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SummaryTable of Contents
Make this a bundle with Fortenberry's Health Care Marketing: Tools and Techniques and save your students on cost. Contact your publisher's representative for more information. the healthcare industry continues to undergo enormous changes with new laws and policies, fresh innovations, and an increasingly educated health consumer. As such, healthcare administrators must be prepared to shift their strategies in order to meet the demands of this dynamic market. Essentials of Health Care Marketing, Second Edition will provide your students with a fo... MORE
Prefacexi
Introductionxiii
Acknowledgmentsxv
PART I The Marketing Process
The Meaning of Marketing
... MORE		1(34)
Marketing
1(3)
The Meaning of Marketing
2(1)
Prerequisites for Marketing
2(1)
Who Does Marketing?
3(1)
The Elements of Successful Marketing
4(2)
Marketing Research
4(1)
The Four Ps
4(2)
The Dilemma of Needs and Wants
6(2)
Identifying the Customer
7(1)
The Evolution of Marketing
8(3)
Production Era
9(1)
Sales Era
9(1)
Marketing Era
10(1)
The Marketing Culture
11(1)
The Nonmarketing-Driven Planning Process
12(2)
A Marketing-Driven Planning Sequence
14(2)
Is Marketing Planning Approach Needed?
16(1)
The Strategic Marketing Process
16(4)
Stakeholders
16(1)
Uncontrollable Environment
17(1)
Society
18(2)
Target Market
20(1)
Organizing for Marketing
20(3)
Product-Oriented Organization
21(1)
Market-Oriented Organization
22(1)
Requirements for Organizational Marketing Success
23(3)
Pressure to Be Market-Oriented
23(1)
Capacity to Be Market-Oriented
24(1)
Shared Vision of Market
24(1)
Action Plan to Respond to Market
24(2)
The Evolving Perspective of Marketing
26(1)
The Changing Health Care Marketplace
27(3)
The Traditional Industry Structure
27(1)
The Evolving Industry Structure
28(2)
Conclusions
30(5)
Marketing Strategy
35(36)
Strategic Planning Process
35(10)
Defining the Organizational Mission
37(2)
Situational Assessment
39(3)
Differential Advantage
42(3)
The Visible Value Challenge of a Differential Advantage
45(2)
Organizational Objectives
47(1)
Organizational Strategy
47(5)
Growth Market Strategies
47(4)
Consolidation Strategies
51(1)
Determining Organizational Strategy
52(5)
The BCG Matrix
52(3)
The GE Matrix
55(2)
Analyzing the Competitive Market
57(3)
Existing Competitors
58(1)
New Entrants
58(1)
Threat of Substitution
59(1)
Powerful Customers and Suppliers
60(1)
Developing the Marketing Plan
60(6)
Establishment of Marketing Objectives
60(1)
Marketing Strategy Formulation
60(3)
Development of an Action Plan
63(3)
Conclusions
66(5)
The Environment of Marketing Strategy
71(30)
Economic Factors
72(2)
Inflation and Health Care
72(1)
Consumer Income
72(2)
Technological Factors
74(1)
Social Factors
75(8)
Demographics
76(3)
Culture
79(4)
Competitive Factors
83(4)
Health Care Competition
84(3)
Regulatory Factors
87(14)
Competition
87(4)
Pricing
91(1)
Distribution
91(1)
Promotion
92(9)
PART II Understanding the Consumer
Buyer Behavior
101(32)
Decision-Making Model
101(8)
Problem Recognition
101(1)
Internal Search
102(1)
External Search
102(2)
Alternative Evaluation
104(1)
Purchase
105(1)
Post-Purchase Evaluation
106(1)
Alternative Decision-Making Sequences
107(2)
Psychological Influences on Decision Making
109(7)
Motivation
109(1)
Attitudes
110(1)
Lifestyle
111(2)
Learning
113(1)
Perception
114(2)
Sociocultural Influences
116(5)
Family Life Cycle
116(3)
Social Class
119(1)
Reference Group
119(1)
Culture
120(1)
African-American Subculture
121(1)
Industrial Buyer Behavior
122(11)
Organizational Differences
123(2)
The Industrial Buying Process
125(8)
Marketing Research
133(30)
The Marketing Research Process
133(1)
Problem Recognition
133(25)
Identification of Research Objectives
134(1)
Research Design
135(7)
Data Collection
142(15)
Analysis and Evaluation of Research
157(1)
Marketing Information Systems
158(1)
Conclusions
159(4)
Market Segmentation
163(32)
Mass Marketing
163(1)
Market Segmentation
164(3)
Concentration Strategy
164(1)
Multisegment Strategy
165(1)
Selecting Market Segments
166(1)
Bases for Segmentation
167(18)
Sociodemographic Segmentation
167(2)
Geographic Segmentation
169(2)
Psychographic Segmentation
171(1)
Usage Segmentation
172(8)
Cohort Segmentation
180(5)
Segmenting Business Markets
185(4)
Demographics
185(1)
Operating Variables
186(1)
Purchasing Approaches
187(1)
Usage Requirements
188(1)
The Heuristics of Segmentation
189(1)
Conclusions
190(5)
Developing Customer Loyalty
195(18)
Relationship Marketing
195(3)
Satisfaction or Loyalty?
198(2)
The Customer Loyalty Pyramid
199(1)
Creating Customer Value
200(10)
Conducting a Gap Analysis
203(7)
Conclusions
210(3)
PART III The Marketing Mix
Product Strategy
213(28)
The Meaning of Products and Services
213(2)
The Five Is of Services
214(1)
Classification of Products and Services
215(3)
Classifying Consumer Products
216(1)
Industrial Goods Classification
216(1)
Service Classifications
217(1)
Managing the Product
218(17)
Developing the Product Line and Mix
218(1)
The Product Life Cycle
219(6)
Product Life Cycle Issues
225(3)
Modifying the Product Life Cycle
228(2)
Branding
230(3)
The Diffusion of Innovation
233(2)
Conclusions
235(6)
Price
241(26)
The Meaning of Price
241(1)
Establishing the Price
242(19)
Identifying Constraints
242(3)
Pricing Objectives
245(1)
Estimating Demand and Revenue
246(1)
Cost and Volume Relationships
247(8)
Pricing Strategies
255(5)
Positioning Value of Price
260(1)
The Coming Challenge for Pricing
261(1)
Conclusions
261(6)
Distribution
267(26)
Alternative Channels of Distribution
267(5)
Functions in the Channel
270(1)
Functional Shifting
271(1)
Channel Management
271(1)
Intensity of Distribution
272(2)
Intensive Distribution
273(1)
Exclusive Distribution
273(1)
Selective Distribution
273(1)
Vertical Marketing Systems
274(6)
Corporate Vertical Marketing Systems
275(4)
Administered Vertical Marketing Systems
279(1)
Contractual Vertical Marketing Systems
280(1)
Channel Leadership
280(3)
Using Power
281(2)
Selected Concepts from Retailing
283(5)
The Retail Positioning Matrix
283(2)
Retail Mix
285(2)
The Wheel of Retailing
287(1)
Conclusions
288(5)
Promotion
293(26)
The Communication Model
293(7)
The Sender
294(1)
Encoding
295(1)
The Message
295(3)
The Channel
298(1)
Decoding
299(1)
Noise
299(1)
Feedback
300(1)
The Promotional Mix
300(9)
Advertising
300(1)
Advertising Effectiveness
301(1)
Personal Selling
302(3)
Publicity
305(2)
Sales Promotion
307(2)
Factors Affecting Sales Promotion Use
309(5)
The Product Life Cycle
309(1)
Channel Control Strategies
310(4)
Conclusions
314(5)
Advertising
319(26)
Common Classifications of Advertising
320(3)
Product Advertising
320(1)
Institutional Advertising
321(2)
Developing the Advertising Campaign
323(15)
Define the Target Audience
323(1)
Determine the Advertising Objectives
324(1)
Determine the Budget
325(3)
Develop the Message
328(1)
Specify the Communication Program
329(8)
Evaluate the Response
337(1)
Working with Advertising Agencies
338(1)
Alternative Advertising Agencies
328(11)
Agency Compensation
339(1)
Ethics in Advertising
339(1)
Nonprofit Concerns
340(1)
Conclusions
340(5)
Sales and Sales Management
345(22)
Types of Sales Jobs
346(1)
New Business Selling
346(1)
Trade Selling
346(1)
Missionary Selling
346(1)
Technical Selling
346(1)
The Personal Sales Process
347(4)
Prospecting
348(1)
Preapproach
348(1)
Approach
349(1)
Presentation
349(1)
Close
350(1)
Servicing
350(1)
Sales Approaches
351(3)
Stimulus-Response Sales Approach
351(1)
The Selling Formula
352(1)
Need Satisfaction Method
352(1)
Consultative Selling
353(1)
Managing the Sales Function
354(9)
Sales Force Organization
354(1)
Sales Force Size
355(2)
Recruitment and Selection
357(2)
Training
359(1)
Compensation
360(2)
Sales Force Evaluation and Control
362(1)
Conclusions
363(4)
Controlling and Monitoring
367(24)
Controlling and Monitoring Marketing Performance
367(11)
Market Share Analysis
368(3)
Sales Analysis
371(1)
Profitability Analysis
371(1)
Contribution Analysis
372(2)
Variance Analysis
374(4)
Sales Force Control
378(2)
Advertising Control
380(1)
Customer Satisfaction Control
381(1)
The Marketing Audit
382(4)
Conclusions
386(5)
Appendix A Glossary391(16)
Index407

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