ADMS 3920 Chapter Notes -Competitive Advantage, Business Opportunity, Customer Service
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| (Please Summerize the work down below, thank you) | |
| Political | Economic |
| Growing political influences on healthcare advances | Cost of living increases |
| Global government influence on healthcare cost | Cost of insurance prices |
| Government control of Medicaid, Medicare funding | Rise of forecasted interest rates |
| Social/Cultural | Technical or Technology |
| Increase average age of population | Demand on new medical treatments |
| Patient expectations increase | Customize treatments |
| Demographics are in constant change | More advance service facilities |
| Environmental | Legal |
| Growing need for green business | Constant change of government drug Regulations |
| Environmental agenda and community awareness | Consumer laws |
| Health and safety regulations | |
| Porters 5 forces of business model | |
| Competitive Rivalry | |
| Growth opportunity for healthcare companies are expected to growing the next few years | |
| Increase in new revolutionary drugs both in and outside of the US | |
| Threat if New Entrants | |
| Strict government regulations | |
| Difficult to keep up due to constant change | |
| Huge startup cost | |
| Substitute Products | |
| Threat of other substituting product and service at lower cost | |
| Bargaining Power of Customers | |
| Generic drugs offered at large discount to consumer | |
| Larger less customized healthcare facility with lower housing costs | |
| Several facilities offering similar services. | |
| Bargaining power of supplier | |
| Medical suppliers have a large pricing power | |
| Bargaining power of physicians and nurses is huge because of large hospital benefits | |
Swot Analysis
Strengths
Highly trained and capable employees
Market experience
Strong leadership
High level of organizational efficiency
Excellent facilities
Strong commitment to bettering the community
Weaknesses
Increased cost of healthcare could lower our clientele
Limited staff resources
Limited cash flow to hire and train new employees
Lack of resources
Opportunities
| Fast growing technology opens new doors for using state of the art equipment to better serve the patients. Nursing and residential care is one of the fastest growing industries Aging population Threats Uncertainty in political and economic climate causes hesitation for receiving new patients. Funding constraints Highly competitive market Product or Service Analysis Our services will be used by patients who cannot afford experimental treatments and patients who have been abandoned by the system because hospitals can no longer provide medical assistance. At our facility, we will be able to work with the families and provide them with different payments options, such as low monthly payment plans. Our main goal is to be able to treat the patient at a very affordable cost; however, if any patient does not possess the means to pay for treatment, he or she would not be turned away; our facility will tap into government and private funding to cover treatment cost. The beauty of this service is that there isnât a charge of any kind to take part in our program because it is completely funded by government grants. Individuals that would take part would more than likely not have the means to pay a monthly deductible. Due to the nature of the business listed as a non-profit agency, there is no way to make a profit of any kind, as it would jeopardize the business in its entirety. Some of the market factors that create a demand for our services include the need of medical care after having maximized all resources, the number of low income families, and the number of patients facing health issues needed extended medical care. Opportunities that may derive from this business is the opportunity to expand and open multiple facilities, while extending a helping hand to many more in need. The risk, however, is the unstable funds deriving from grants. This can pose a huge treat to the business, as grants often times come and go and cannot be counted on as a constant income. After studying the healthcare system and current policies in place, data shows many individuals facing severe health issues usually go untreated and uncared for due to the outrageous cost of medical care. It is devastating to see how often people, especially the elderly, are sent home and forgotten for the mere reason that hospitals and doctors are not willing to care for patients without financial means. In fact, in 2009 Harvard news reported 45,000 annual deaths due to lack of health coverage in the U.S. alone, which is significantly higher than the 18,000 reported by USA Today in 2002. Financial Analysis Clermont will be a nonprofit organization, dedicated to help the most needed. To open the facility fully operational we must take in consideration some fixed expenses like the land acquisition, permits, interest, brokers, administration fees, professionals (facility setup), staff, reports (environmental, occupational, fire, FDA), electricity, water, phone, water & sewer , connections, taxes, insurance, management, security, advertising, accountants, food, lawn mowers, bank fees, etc. The facility will need have a total value of approximately three million dollars, but if we break the price of the land acquisition in to a thirty (30) year mortgage we can star up the business with an investment of approximately $ 233,944.61 USD to cover the first month of operation including all the startup permits and connections. After the first month the fixed expenses will be $184,444.00 USD with the exception of the months were taxes are due; taxes are around $ 43,000.00 USD paid quarterly will increase the tax month (depending on the facility fiscal year) for $ 10,750.00 USD approximately. We will fund all the costs with private and public funding, fundraiser, events, raffles, and most important with the help of the community. As we mentioned before, Clermont is a nonprofit organization and we will do everything in our power to give the relief to the families in need. No one will be rejected because they do not have the money or the insurance cannot help. No money will be required from patient and every single dollar received will be spent in the patients, and in improving our facility and our service every day. We believe our financial even breaking point will be a year after we begin operations, and be profitable soon after. There are many patients in need, and with the government and public grants each person will receive the treatment they need, and we will become the hope of many. |
Budget constraints on marketing research are most likely to leadto:
a wrong interpretation of the research results. | ||
an incorrectly formulated sample size and design. | ||
incorrect reasons regarding why the research is needed. | ||
pretest measurements of competitive brand sales. |
2 points
QUESTION 2
Stacy, a marketing manager at a beverage manufacturing firm,conducts a customer survey to determine the reason for a dip in thesales of Zeal, a cola, in the last quarter. The survey reveals thatthere is an immediate customer demand requiring the use of organicingredients to Zeal. The firm decides to enhance Zeal with theintroduction of organic ingredients. This new product would fallinto the category of ________.
new-to-the-world products | ||
new-to-the-firm products | ||
improvements and revisions of existing products | ||
additions to existing product lines |
2 points
QUESTION 3
Lauren is a brand manager at a company that manufacturestoothpaste. She wants to increase the sales of an existing brand oftoothpaste. To do so, she calls for a meeting with a teamcomprising of members from the administrative department, the humanresource department, and the finance department. All of thesemembers work together to come up with ways to improve the company'stoothpaste brand positioning. Such a team is an example of a________.
category-management system | ||
cross-functional team | ||
departmental team | ||
marketing-management system |
2 points
QUESTION 4
________ are methods used to determine how resources should beallocated among the various strategic business units (SBUs) in anorganization.
Vector models | ||
Matrix models | ||
Variable models | ||
Portfolio models |
2 points
QUESTION 5
For high-involvement products that require extensive decisionmaking, marketers should provide consumers with:
ready availability of the products in a variety of outlets andat competitive prices. | ||
factual information that highlights the competitive advantage ofthe products. | ||
minimum information to encourage a quick purchasing process. | ||
eye-catching advertisements and in-store displays to encouragethem to make a purchase. |
2 points
QUESTION 6
The number of times, on average, that audience members areexposed to an advertisement within a given time period is knownas:
frame rate. | ||
time to target market. | ||
reach intensity. | ||
average frequency. |
2 points
QUESTION 7
Ariston Inc. manufactures a wide range of personal careproducts. Its method of sales forecasting involves conductingdetailed surveys of retailers who stock the company's productstoward the end of a fiscal year. The aim of this survey is toestimate the quantity of Ariston's products the retailers arelikely to order in the next fiscal year. Which of the followingapproaches of sales forecasting is Ariston using?
Customer expectations method | ||
Time-series analysis | ||
Sales forecast composite method | ||
Jury of executive opinion method |
2 points
QUESTION 8
________ carry broad product assortments and compete on thebasis of offering a good selection in different product categoriesand offering lower prices on products in their largeassortments.
Specialty stores | ||
Mass merchandisers | ||
Category killers | ||
Convenience stores |
2 points
QUESTION 9
Which of the following best describes personal selling?
Personal selling is a paid form of communications about anorganization, its products, or its activities that is transmittedthrough a mass medium. | ||
Personal selling is an activity that offers customers orresellers a direct inducement for purchasing a product. | ||
Personal selling is a nonpaid form of communication that seeksto influence the attitudes, feelings, and opinions of stockholders,suppliers, employees, and political bodies about anorganization. | ||
Personal selling is face-to-face communication with potentialbuyers to inform them about and persuade them to buy anorganization's product. |
2 points
QUESTION 10
Which of the following best explains why Delicia Co., amanufacturer of potato chips, prices each bag of potato chips at 99cents rather than $1.00?
To encourage consumers to think the chips are less expensive | ||
To increase sales by offering the chips at a discountedprice | ||
To create a signal that these chips are exceptionally fine | ||
To attract those consumers who are not too sure about thequality of the chips |
2 points
QUESTION 11
Which of the following is NOT a step in the marketing researchprocess?
Performance of the research | ||
Plan of the research | ||
Preview of the research | ||
Preparation of the research report |
2 points
QUESTION 12
In the context of product purchasing, the diffusion ofinnovation is:
used to describe the ability of an organization to createentirely new products. | ||
applied to products at the introductory stage of the productlife cycle. | ||
used to describe an audit task. | ||
the spread of a product through the population. |
2 points
QUESTION 13
Distribution allowances are typical examples of ________.
push strategies | ||
profile strategies | ||
pull strategies | ||
mixed promotional strategies |
2 points
QUESTION 14
Which of the following is a benefit of mathematical modeling asa marketing research method?
It is ideal for investigating customer beliefs, attitudes,satisfaction, and other issues. | ||
It generates a substantial number of ideas when compared withother methods. | ||
It is involved in the analysis and interpretation of primarydata exclusively. | ||
It provides an efficient way to study problems with extremelylarge secondary data sets. |
2 points
QUESTION 15
Identify the persuasion objective of the sales force in personalselling.
To reassure consumers of product or service superiority throughdemonstrable actions | ||
To enable prompt delivery of the product or service that exceedscustomer expectations | ||
To ensure immediate follow-up calls and visits to addressunresolved or new concerns | ||
To clearly distinguish attributes of a firm's products orservices from those of competitors |
2 points
QUESTION 16
Which of the following statements is true of the influences ofprice, product, and promotions on consumer behavior?
Consistent bombarding of messages about a product will put offpotential consumers. | ||
Salespeople do not have a direct impact on consumer behavior andits patterns. | ||
Value-conscious consumers buy products on the basis of placerather than other attributes. | ||
Marketing communications play a critical role in informingconsumers about products and services. |
2 points
QUESTION 17
According to the VALS⢠model, Experiencers are:
driven to demonstrate success. | ||
driven by a desire for social or physical activity. | ||
driven by knowledge and principles. | ||
driven by the level of resources and innovation. |
2 points
QUESTION 18
In which of the following stages of the new product developmentprocess is the new product proposal evaluated and responsibilityfor a project assigned to a project team?
Product development | ||
Idea screening | ||
Test marketing | ||
Project planning |
2 points
QUESTION 19
Which of the following is an advantage of secondary data overprimary data?
Secondary data sources are limited, making the information morevaluable. | ||
Secondary data are cheaper to obtain and utilize. | ||
Secondary data are collected specifically for the researchproblem under investigation. | ||
Secondary data are always available for strategy-specificresearch questions. |
2 points
QUESTION 20
An automobile manufacturing firm decides to meet all itssuppliers while planning to manufacture a new automobile that is aminor variant of an existing model in terms of design andperformance. The firm wants to provide its loyal customers withautomobiles at a low price without compromising on performance.According to authors Crawford and DiBenedetto, this new productfalls into the category of ________.
price redemptions | ||
repositionings | ||
price exemptions | ||
cost reductions |
