Project #10284 - marketing

Chapter 11: Promotion

1. In recognition of the post-purchase role of promotion, what strategies would you suggest for: (a) a busy hospital emergency room, (b) an executive fitness program that provides health screening and fitness evaluation, and (c) an occupational medicine program that contracts its services to companies?

 Chapter 12: Advertising

1. 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 other factors should the program director consider?

Chapter 13: Sales

1. A manufacturer of prosthetic devices has decided to review his company’s sales compensation system. Historically, salespeople were paid on straight salary. While the company has grown in recent years, the president is concerned that the sales force could gener­ate more sales volume. A major part of the sales job is missionary, yet with the increasing number of physician groups expanding into rehabilitation medicine, a new target market is possible. The manufacturer is also concerned that not all the products in the line have the same margin. What form of compensation would you recommend?

 

 

BOOK: HSA3712

Course:          Health Care Marketing

Textbook:       Essentials of Health Care Marketing, Third Edition

Author:           Eric N. Berkowitz

Publisher:      Jones & Bartlett Learning; 3 edition (September 10, 2010)

ISBN-10: 0763783331

ISBN-13: 978-0763783334

  

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