Assignment:
Discussion 1
Please respond to the following: "Brand Stretch Spectrum and Market Product Grid"
• Assess the importance of evaluating newly developed health care products in order to determine whether the products should carry existing brand names or whether they should be assigned new brand names. Suggest realistic branding strategies needed for marketers to evaluate newly developed health care products or services. Provide support for your rationale.
• From the e-Activity, determine whether or not the product offerings that you selected are consistent with the perceived selections of the given health care entity. Explain your rationale.
Discussion 2
Please respond to the following: "Lateral Marketing Strategy"
• Assess the value of target marketing as an effective health care marketing strategy. Appraise the degree to which vertical and traditional segmentation help marketing managers use target marketing strategies. Support your rationale with at least two (2) specific examples of target marketing within a health care organization with which you are familiar.
• Evaluate the impact of lateral segmentation in encouraging marketing managers to look broadly at markets in order to identify previously overlooked opportunities. Provide at least one specific example of quality initiatives within a health care organization.
Discussion 1
• Please respond to the following: "Marketing Segment and Perceptual Map"
• Evaluate the value and utility afforded by Philip Kotler's Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.
• Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.
Discussion 2
Please respond to the following: "Product Ladder and Hierarchy of Needs"
• Assess the importance of the Ries and Trout's Product Ladder as a target marketing device within the health care industry. Provide a rationale for your response.
• Assess the level of necessity for health care marketers to possess an effective understand of human motivation in order to better understand their customers. Provide at least two specific examples of the use of human motivation within a health care
organization.
Discussion 1
Please respond to the following: "Diffusion of Innovation"
• Per the text, health care consumers vary in their willingness to adopt new product offerings, with some being quicker to adopt than others. Suggest the key reasons why you believe these variances exist. Provide a rationale with at least example of a situation or scenario that would support your response.
• Assess the importance of Everett Rogers' Diffusion of Innovation Model as a tool for understanding the product adoption tendencies of health care consumer. Provide at least two (2) specific examples of Everett Rogers' Diffusion of Innovation Model being used in a health care organization with which you are familiar.
Discussion 2
Please respond to the following: "Customer Experience Management"
• Based on your review of the Learnscape scenario titled "Learnscape 1: Staying Relevant", examine the potential mutual benefits that are afforded to health care organizations and their respective customers populations when health care organizations design and manage all-encompassing customer experiences. Provide an example of such potential mutual benefits to support your rationale.
• Appraise the value of the innovation guidance for the assembly and management of customer experiences provided by Bernd Schmitt's CEM framework. Provide at least two specific examples of CEM framework that apply within a health care organization with which you are familiar.