Respond to the
two classmates’ postings with a minimum of 1-2 paragraphs. There is a penalty of loss of points for
less
than minimum posts.
wk 2 disc #2
Melissa Rose
The biggest mistake that Laura made in this case study, “Changing Times,” according to the Fortenberry textbook (2011), was that she failed to promote her pharmacy approach to a variety of demographic groups. When it comes to promoting pharmaceutical supplies, she was perceived as confining her client and consumers to the “white” population. A further significant inaccuracy from this case study was the statement that “Laura realizes that her lack of experience at other pharmacies both inside and outside of Avon is restricting her capacity to break the sales standstill that she has been observing (Fortenberry, 2010) Laura is unaware of the changes that have taken place in the marketing and sales industries. Her pharmacy and business are still utilizing the outdated ways of marketing and attempting to connect with the public since she is still where she was when she initially took over the business from her father. Laura ought to have changed and accepted the new marketing strategies to expand her company to new heights as the marketing industry changed and technology took control. By using the proposed customer analysis from the Mosely textbook, Laura should rectify her mistakes and create a route towards marketing excellence for Liberty Discount Pharmaceuticals. According to the Moseley textbook, customers are largely described by their relevant demographics and preferred product values. Any demographic information that might serve as a handy criterion for identifying market groups or and indicator of a person’s demand for certain health care services or goods should be obtained and utilized. (Moseley, 2018) In order to meet her customers’ demands for health care, Laura should consider their demographics, the prescriptions they could need, and the services they might require. When compared to her rivals and all the other pharmacies in the region, this will enhance and grow her customer clientele as well as her market sales.
Fortenberry, J. L. (2010). Chapter 37 Changing Times. In
Health care marketing: Tools and techniques (pp. 199–202). essay, Jones and Bartlett.
Moseley, G. B. (2018).
Managing Health Care Business Strategy. Jones & Bartlett Learning.
Week 2 D 2
Annabel Avendano
Q1: One of the errors of good marketing practice I noticed in Laura’s case was a lack of knowledge regarding the Four Ps of Marketing. The Four Ps of Marketing include product, price, promotion and place (Mirasee, 2011). One of the Ps I would like to focus on here in relation to this case is promotion, which includes everything related to advertising, personal selling, sales promotion and public relations (Mirasee, 2011). This was something Laura seemed to have not been very well aware or knowledgeable of; for example, David, Laura’s new pharmacist, shared concern over Laura’s advertisements and marketing communications featuring “only members of the white population, potentially deterring minority patronage” (Fortenberry Jr., 2010). Having her advertisements marketed towards a single demographic within her environment definitely played a role towards her current stagnant situation as it limits the customer pool for her to sell products and services to—this also plays into the customer and market analysis section of formulating a strategic plan. In these areas that is when an organization analyzes customers’ individual characteristics and then classifies those into segments (Moseley III, 2017)
Q4:
If I were to open a pharmacy, Drugs 4 U, located in Riverside, CA, I would need to estimate the store’s trading area and analyze the population demographics just like Laura would have had to do. Being that is it 2023, I probably would not create a newspaper advertisement like the textbook suggests for promoting my grand opening. Instead, I would rather create a post that I can share on several social media platforms and fliers that can be posted in physical spaces such as hospitals, parks, centers, malls, etc.
References:
Fortenberry Jr., John L. (2010). Cases in Health Care Marketing.
Jones & Bartlett Learning.
https://online.vitalsource.com/books/9781449680466
Mirasee. (2011).
A New Look at the 4Ps of Marketing [Video]. YouTube.
Moseley III, G.B. (2017).
Managing Health Care Business Strategy (2nd ed.). Jones & Bartlett Learning.
https://online.vitalsource.com/books/9781284146202
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