Essentials of Health Care Marketing

by Berkowitz, Eric N.

• ISBN13: 9780763783501
• ISBN10: 0763783501
• Edition: 2nd
• Format: Paperback
• Copyright: 2006-02-15
• Publisher: Jones & Bartlett

Summary

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 foundational knowledge of the principles of marketing and their particular application in health care. Moreover, The text offers a perspective on how these principles must shift in response To The changing environmental forces that are unique to this market. The text is a complete curriculum of marketing management tools and techniques and is ideal for graduate courses, though advanced undergraduates can readily grasp the level of presentation. Key features: Filled with examples from a wide array of health care providers, health systems, HMOs, physician-hospital organizations, and more. Covers fundamental topics such as market research, strategy, And The strategic marketing process . Chapters include learning objectives, key terms, and chapter problems for discussion . Comes with downloadable Instructorrs"s Manual and PowerPoint slides to facilitate course instruction.

Table of Contents

Preface	xi
Introduction	xiii
Acknowledgments	xv
PART I The Marketing Process
The Meaning of Marketing	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 Glossary	391	(16)
Index	407