PM Foundation 4 Ps Product Price

PM Foundation 4 Ps Product Price - The 4 Foundational Ps of...

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Presented By: Dr. Julie Johnson Fall 2011 The 4 Foundational “P’s” of Health Care Marketing Course, Palmer College of Chiropractic 1 Friday, October 28, 2011
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Marketing Mix 4 cornerstones to any marketing action: Product Price Place Promotion “People” - the 5th P (Also called Customer Service) 2 Friday, October 28, 2011
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Defining Direction How it’s done determines other components: cash fow, daily operations, community relations Each component has 2 aspects: Perception : what we believe to be true about the practice Reality/Tangible : What is delivered - an action They answer: Where you are. Where you aspire to go. What will help you get there. 3 Friday, October 28, 2011
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Product Anything offered to a market for attention, acquisition, use or consumption to satisfy a need or want. 4 Friday, October 28, 2011
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Our Product: A Service Activities, benefts , or satisfactions offered for sale that are intangible & don’t result in ownership of anything Consumers are buying the EXPERIENCE the product provides 5 Friday, October 28, 2011
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“I’s” of Service Intangibility Inconsistency : people deliver services & thus high variability exists (solved through standardization) Inseparability : services CANNOT be separated from the person giving them (YOU are the brand) 6 Friday, October 28, 2011
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Our “Product” YOU: passion, purpose, education, physical status The “Experience” The Profession “Chiropractic care” can mean many things 7 Friday, October 28, 2011
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A Core Question 8 What is a patient really buying? Friday, October 28, 2011
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3 Stages of Product Discovery Concept: detailed version of idea stated in meaningful consumer terms Image: way consumers perceive actual/potential product Advertising: Informative : early stages Competitive : persuasive to generate demand Reminder 9 Friday, October 28, 2011
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Product Types Low-Learning : Short introduction
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This note was uploaded on 01/03/2012 for the course CBPM 81140 taught by Professor Johnson during the Fall '11 term at Palmer Chiropractic.

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PM Foundation 4 Ps Product Price - The 4 Foundational Ps of...

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