Verfügbarkeit: Health care marketing

Health care marketing: tools and techniques

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Bibliographische Detailangaben
Vorheriger Titel:	Marketing tools for healthcare executives
1. Verfasser:	Fortenberry, John L. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Sudbury, Mass. [u.a.] Jones and Bartlett 2010
Ausgabe:	3. ed.
Schlagworte:	Marketing of Health Services > methods Marketing Medizinische Versorgung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXIII, 311 S. Ill., graph. Darst.
ISBN:	9780763763275 0763763276

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MARC


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Datensatz im Suchindex

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adam_text	Contents Dedication ................................. iii Acknowledgments ............................ v About the Author ............................ vii Preface ....................................xxi New to This Edition ........................xxiii PART One Product Development & Portfolio Analysis Tools ..................................1 Chapter 1 The Product Life Cycle ......................3 Introduction ................................3 Stage 1: Introduction ..........................4 Stage 2: Growth ..............................4 Stage 3: Maturity .............................5 Stage 4: Decline ..............................5 Product Life Cycle Variants .....................7 Operational Matters ..........................8 Summary ...................................8 Chapter 2 Booz, Allen & Hamilton s New Product Process ................................10 Introduction ...............................10 Minimizing Risk ............................11 Stage 1 : New Product Strategy Development .......11 Stage 2: Idea Generation ......................12 Stage 3: Screening & Evaluation ................12 Stage 4: Business Analysis .....................14 Stage 5: Development ........................14 Stage 6: Testing .............................14 Stage 7: Commercialization ....................15 ix χ Contents Risk & Failure ..............................16 Summary ..................................17 Chapter 3 George Day s R-W-W Screen .................19 Introduction ...............................19 Is It Real? ..................................20 Can We Win? ..............................22 Is It Worth Doing? ...........................22 Operational Matters .........................23 Summary ..................................24 Chapter 4 Theodore Levitt s Total Product Concept ........25 Introduction ...............................25 The Generic Product .........................27 The Expected Product ........................27 The Augmented Product ......................27 The Potential Product ........................27 Operational Matters .........................28 Summary ..................................30 Chapter 5 The Boston Consulting Group s Growth/Share Matrix ................................32 Introduction ...............................32 Cash Cows (Low Growth, High Market Share) .....34 Stars (High Growth, High Market Share) .........34 Question Marks (High Growth, Low Market Share) ..................................34 Dogs (Low Growth, Low Market Share) ..........35 Market Dynamics ...........................35 Operational Matters .........................35 Summary ..................................38 Chapter 6 General Electric s Strategic Business-Planning Grid ..................................39 Introduction ...............................39 Operational Matters .........................41 Summary ..................................43 Chapter 7 Igor Ansoff s Product-Market Expansion Grid ..................................45 Introduction ...............................45 Contents xi Market Penetration (Current Products, Current Markets) ................................47 Market Development (Current Products, New Markets) ............................47 Product Development (New Products, Current Markets) ................................47 Diversification (New Products, New Markets) ......47 Operational Matters .........................48 An Updated Version .........................50 Summary ..................................50 Part Two Branding & Identity Management Tools ........53 Chapter 8 Schmitt & Simonson s Drivers of Identity Management ...........................55 Introduction ...............................55 Change in Corporate Structure .................57 Low Loyalty or Losing Share ...................57 Outdated Image .............................58 Inconsistent Image ...........................58 New Products & Product Extensions .............58 New Competitors ...........................59 Changing Customers .........................59 Entry into New Markets ......................60 Greater Resources ...........................60 Summary ..................................60 Chapter 9 Calder & Reagan s Brand Design Model ........62 Introduction ...............................62 Meaningful Relevant Value ....................64 Brand Expressions ...........................65 Operational Matters .........................65 Summary ..................................67 Chapter 10 Martin Lindstrom s 5-D Brand Sensogram ......69 Introduction ...............................69 Sight .....................................71 Sound ....................................71 Taste .....................................71 Touch ....................................72 xii Contents Smell .....................................72 The 5-D Brand Sensogram ....................73 Summary ..................................74 Chapter 11 Lederer & Hill s Brand Portfolio Molecule ..............................76 Introduction ...............................76 Components of the Brand Portfolio Molecule ......77 Operational Matters .........................77 Summary ..................................79 Chapter 12 Kevin Lane Keller s Brand Report Card ..................................80 Introduction ...............................80 Characteristic 1 .............................81 Characteristic 2.............................84 Characteristic 3.............................84 Characteristic 4.............................85 Characteristic 5 .............................85 Characteristic 6.............................86 Characteristic 7.............................86 Characteristic 8.............................87 Characteristic 9.............................87 Characteristic 10............................88 Operational Matters .........................88 Summary ..................................89 Chapter 13 David Taylor s Brand Stretch Spectrum .........91 Introduction ...............................91 The Core Range Extension ....................94 The Direct Stretch Extension ...................95 The Indirect Stretch Extension .................95 Operational Matters .........................96 Summary ..................................97 Part Three Target Marketing Tools .....................99 Chapter 14 The Market-Product Grid ..................101 Introduction ..............................101 Operational Matters ........................105 Summary .................................107 Contents xiii Chapter 15 Kotler & Trias de Bes Lateral Marketing Strategy ..............................108 Introduction ..............................109 The Lateral Marketing Strategy Approach ........ Ill Summary .................................112 Chapter 16 Kim & Mauborgne s Blue Ocean Strategy ......113 Introduction ..............................113 Market Space ..............................114 Competition ..............................115 Demand .................................115 The Value-Cost Tradeoff .....................115 Differentiation/Low Cost Parameters ............116 Operational Matters ........................116 Summary .................................116 Chapter 17 Philip Kotler s Segment-by-Segment Invasion Plan .................................118 Introduction ..............................118 Operational Matters ........................120 Summary .................................121 Chapter 18 The Perceptual Map .......................123 Introduction ..............................123 Operational Matters ........................125 Exploratory Perceptual Maps ..................126 Other Points ..............................127 Summary .................................128 Chapter 19 Ries & Trout s Product Ladder ...............129 Introduction ..............................129 Operational Matters ........................131 Moving Up the Product Ladder ................132 New Products & the Product Ladder ............133 Summary .................................133 Part FOUR Consumer Behavior & Product Promotions Tools ................................135 Chapter 20 Abraham Maslowb Hierarchy of Needs ........137 Introduction ..............................137 xiv Contents Physiological Needs .........................139 Safety Needs ..............................139 Social Needs ..............................139 Esteem Needs .............................140 Self-Actualization Needs .....................140 Operational Matters ........................140 Summary .................................141 Chapter 21 Everett Rogers Diffusion of Innovations Model ................................142 Introduction ..............................142 Innovators ................................143 Early Adopters .............................143 Early Majority .............................145 Late Majority ..............................145 Laggards .................................145 Operational Matters ........................145 Summary .................................146 Chapter 22 The DAGMAR Marketing Communications Spectrum .............................148 Introduction ..............................148 The Mechanics of Communication .............149 The DAGMAR Marketing Communications Spectrum ...............................150 Stage I: Unawareness ........................151 Stage II: Awareness .........................151 Stage III: Comprehension ....................151 Stage IV: Conviction ........................152 Stage V: Action ............................152 Encouraging Action .........................152 Continued Product Use ......................154 Summary .................................155 Chapter 23 Raphel & Rapheľs Loyalty Ladder ...........157 Introduction ..............................157 Prospects .................................159 Shoppers .................................159 Customers ................................159 Clients ...................................160 Contents xv Advocates .................................160 Operational Matters ........................160 Summary .................................161 Chapter 24 Bernd Schmitt s CEM Framework ............163 Introduction ..............................163 Step 1 : Analyzing the Experiential World of the Customer ...............................165 Step 2: Building the Experiential Platform ........166 Step 3: Designing the Brand Experience .........166 Step 4: Structuring the Customer Interface .......167 Step 5: Engaging in Continuous Innovation ......167 Operational Matters ........................168 Summary .................................168 Chapter 25 Osgood, Suci, & Tannenbaums Semantic Differential ...........................170 Introduction ..............................170 Operational Matters ........................171 Summary .................................174 Part Five Environmental Analysis & Competitive Assessment Tools .......................177 Chapter 26 The PEST Analysis ........................179 Introduction ..............................179 Political Forces .............................180 Economic Forces ...........................181 Social Forces ..............................181 Technological Forces ........................182 Operational Matters ........................182 Summary .................................183 Chapter 27 The SWOT Analysis .......................185 Introduction ..............................185 Strengths .................................186 Weaknesses ...............................187 Opportunities .............................187 Threats ..................................187 Operational Matters ........................187 Summary .................................189 xvi Contents Chapter 28 Michael Porter s Five Forces Model ...........191 Introduction ..............................191 Existing Competitors ........................193 Potential Entrants ..........................193 Substitutes ................................193 Suppliers .................................194 Buyers ...................................194 Operational Matters ........................195 Summary .................................196 Chapter 29 Lehmann & Winer s Levels of Competition Model ................................198 Introduction ..............................198 Product Form Competition ...................200 Product Category Competition ................200 Generic Competition ........................200 Budget Competition ........................201 Operational Matters ........................201 Summary .................................204 Chapter 30 Mintzberg & Van der Heyden s Organigraph ... .206 Introduction ..............................206 Constructing an Organigraph .................207 Operational Matters ........................208 Summary .................................210 Part Six Marketing Management Tools ...............213 Chapter 31 Leonard Berry s Success Sustainability Model ................................215 Introduction ..............................215 Values-Driven Leadership ....................217 Strategic Focus .............................217 Executional Excellence .......................218 Control of Destiny .........................218 Trust-Based Relationships ....................218 Investment in Employee Success ...............219 Acting Small ..............................219 Brand Cultivation ..........................220 Generosity ................................220 Contents xvii Operational Matters ........................220 Summary .................................221 Chapter 32 George Day s Market Orientation Model .......222 Introduction ..............................222 Culture ..................................224 Capabilities ...............................225 Configuration .............................225 Operational Matters ........................226 Summary .................................226 Chapter 33 Blake & Mouton s Sales Grid ................228 Introduction ..............................228 Location 9,1 (Push-the-Product Orientation) .....229 Location 1,9 (People Orientation) ..............229 Location 1,1 (Take-It-or-Leave-It Orientation) . . . .230 Location 5,5 (Sales Routine Orientation) .........231 Location 9,9 (Problem-Solving Orientation) ......231 Operational Matters ........................232 Summary .................................233 Part Seven Marketing Strategy & Planning Tools .........235 Chapter 34 Michael Porter s Value Chain ................237 Introduction ..............................237 Primary Activities ..........................238 Support Activities ..........................240 Operational Matters ........................241 Summary .................................242 Chapter 35 Michael Porter s Generic Strategies ...........243 Introduction ..............................243 Overall Cost Leadership ......................244 Differentiation .............................245 Focus ....................................245 Operational Matters ........................245 Summary .................................246 Chapter 36 Kaplan & Norton s Balanced Scorecard ........248 Introduction ..............................248 Vision & Strategy ..........................249 xviii Contents The Financial Perspective .....................249 The Customer Perspective ....................251 The Internal Business Process Perspective ........251 The Learning & Growth Perspective ............251 Operational Matters ........................251 Summary .................................252 Chapter 37 Kaplan & Norton s Strategy Map .............255 Introduction ..............................255 Operational Matters ........................256 Summary .................................257 Chapter 38 Ries & Trout s Marketing Warfare Strategies .. . .260 Introduction ..............................260 Defensive Warfare ..........................262 Offensive Warfare ..........................263 Flanking Warfare ...........................263 Guerrilla Warfare ...........................264 Summary .................................264 Chapter 39 Philip Kotler s Marketing Plan ..............266 Introduction ..............................266 Section I: Executive Summary & Table of Contents ...............................268 Section II: Current Marketing Situation .........268 Section III: Opportunity & Issue Analysis ........268 Section IV: Objectives .......................269 Section V: Marketing Strategy .................269 Section VI: Action Programs ..................269 Section VII: Financial Projections ..............270 Section VIII: Implementation Controls ..........270 Summary .................................270 Appendix An Introduction to Marketing ...............273 Introduction ..............................273 Wants & Needs ............................273 Products: Goods & Services ...................274 Target Marketing ...........................275 The Marketing Mix .........................275 Contents xix Ongoing Marketing Surveillance ...............278 Summary .................................297 Glossary ..................................281 References ................................297 Index ....................................301
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author	Fortenberry, John L.
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title	Health care marketing tools and techniques
title_alt	Health care marketing: tools and techniques
title_auth	Health care marketing tools and techniques
title_exact_search	Health care marketing tools and techniques
title_full	Health care marketing tools and techniques
title_fullStr	Health care marketing tools and techniques
title_full_unstemmed	Health care marketing tools and techniques
title_old	Marketing tools for healthcare executives
title_short	Health care marketing
title_sort	health care marketing tools and techniques
title_sub	tools and techniques
topic	Marketing of Health Services methods Marketing (DE-588)4037589-4 gnd Medizinische Versorgung (DE-588)4038270-9 gnd
topic_facet	Marketing of Health Services methods Marketing Medizinische Versorgung
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