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Week 2 — Assignment 1: Evaluate Consumer Commitment in Healthcare
This assignment has two parts.
Part I:
Reflect on what influences your personal choices when seeking healthcare services.
Review the articles on relationship marketing by Kim & Kumar (2018); Kemp and Poole’s (2017) article on consumer commitment; and the article by Zhou, Wan, Liu, Feng, and Shang (2017) on patient loyalty.
Based on these consumer-relationship and -commitment theories in these and other resources for this week, reflect on how each of the theories influenced your choices when seeking healthcare services and maintaining the relationship. What attracted you to your healthcare entity, and what influences your loyalty to this entity?
Part II:
Consider your own employer (or a previous employer) and identify what strategies are being used to attract and retain consumers. For confidentiality purposes, names of organizations and providers are not to be used in this assignment but can be referred to as Healthcare Entity X, Provider Y, Business Z, etc.
Length: minimum of 5 pages, not including the title page and reference page
References: minimum of 3 s
mh58w2a2.docx
Week 2 — Assignment 2: Analyze the Product/Service Lifecycle
According to Fortenberry (2010), healthcare marketers can analyze and forecast trends affecting their organization’s growth and market stability by using the PLC. Thus, knowing the stage in which the healthcare entity is operating can provide marketers with additional data in their needs assessment.
For this assignment, use your findings on the healthcare entity you researched in Week 1 to analyze the PLC and to identify which stage the entity’s services are currently in. Prepare a reflection paper discussing the demand and competition you gleaned from your research and include your rationale on the stage you have identified versus the other stages. Include your perception of whether the marketing materials you located are appropriate to the identified stage and what changes you would make to the marketing strategies.
Table 3. Product/Service Lifecycle (adapted from Harrison, 2016)
Stage 1-Introduction
Stage 2-Growth
Stage 3-Maturity
Stage 4-Decline
Demand
Low
Increased
Established
Decreased
Competition
Low
Growing
High
High
Marketing Actions
Promotion
The shift to branding—give identity to product or service
Shift to niche— market differentiation & competitive advantage
Reposition—create new and/or improved product or service
Length: minimum of 2-3 pages plus your completed table, not including the title page and reference page
References: minimum of 2 scholarly references
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