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This assignment reinforces information in your textbook and concepts presented in this unit. It is recommended that you work on this assignment as you complete your reading assignment and view the lectures. Your responses should be thorough, well-conceived college-level responses that are grammatically correct. When you answer these questions, justify your responses with facts and details from the readings, and with your conclusions.Please write your answers in complete sentences.
At a local hospital, a decision was made recently to downsize the nursing staff. The local television station sent a reporter and camera crew to interview the administrator regarding the impact of this action on patient care. After 20 minutes filming the interview, the reporter left. That evening a 15-second segment of the interview was shown on television. It left an unfavorable impression regarding the impact on quality. The administrator wondered what went wrong. Explain how more control could have been used to send out the message about the downsizing.
Explain the relative emphasis that would be placed on advertising or personal selling in the following situation: a manufacturer of an infusion pump therapy kit for use in hospitals.
In recognition of the post-purchase role of promotion, what strategy would you suggest for a busy hospital emergency room.
As the newly hired hospital marketing director, you have your first meeting with the administrator. “Okay,†he says, “We need to advertise our physical rehabilitation program. I’ll give you a couple of days to tell me how much you’d like to spend. Is $5,000 enough? I think we can afford a little more if you need it. And, based on what I’ve seen in the newspapers, St. Mary’s seems to be spending a little less than that. Give me your thoughts in two days.†What is one argument you could create to persuade the marketing director to give you a larger budget. Be sure to support this with information that you learned from this unit’s reading assignment.
The director of a cardiac rehabilitation program was approached recently by a sales representative from the community newspaper selling advertising space. The sales representative underscored the fact that the paper had the largest circulation of any of the three papers serving the area, and it had the lowest cost-per-thousand. Before deciding to use this medium, what are three factors the program director should consider?
The CEO of the hospital comes to you at the Marketing Director and says he wants to really expand marketing in the social media arena. She tells you to identify the social media outlets that will best service the hospital and start a social media campaign. You believe the hospital would be best served by taking a more segmented approach and targeting those areas that are most likely to use social media. What areas would you suggest would be most important to target. List one area that would be most important to target and list one social media outlet.
