Marketing Segment and Perceptual Map
You are expected to participate in the weekly classroom discussion with relevant, purposeful and reflective thought. Each week you will have 2 discussion questions. Your initial posts should be substantive and show a comprehension of the assignment and the material being discussed. The original post should approximate 250 to 300 words. You are also required to respond/comment on one of your fellow-classmates' initial post. It is important that you are respectful and courteous at all times, any responses found inappropriate by the instructor will be promptly removed and you will be notified. The grades assigned to these discussions result in the overall Participation Grade. Each discussion is worth 10 points. You must participate during the week a thread is assigned in order to receive any credit: That is from Monday through Monday 9am EST of each week. Any comments made after that will not be credited.
Discussion Question 1: "Marketing Segment and Perceptual Map" Please respond to the following:
Evaluate the value and utility afforded by Philip Kotler's Segment-by-Segment Invasion Plan as a tool for mapping current and future market segment pursuits. Provide support for your rationale.
Assess the importance of a Perceptual Map for current and potential product offerings in the marketplace. Suggest one (1) way in which this instrument can be used by marketers to affect better product positioning outcomes within the health care industry.
Discussion Question 2: "Product Ladder and Hierarchy of Needs" Please respond to the following:
Assess the importance of the Ries and Trout's Product Ladder as a target marketing device within the health care industry. Provide a rationale for your response.
Assess the level of necessity for health care marketers to possess an effective understand of human motivation in order to better understand their customers. Provide at least two (2) specific examples of the use of human motivation within a health care organization.
References -
Fortenberry Jr., J. L. (2010). Health care marketing: Tools and techniques (3rd ed.). Sudbury, MA: Jones and Bartlett.
Supplemental Resources
Bowling, K. (2011). Health care goes retail. Marketing Health Services, 31(2), 20-23.
Huang, E., & Dunbar, C. (2013). Connecting to patients via social media: A hype or a reality?Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing.doi:10.1177/1745790413477647
McKeever, J., & Zorzi, C. (2010). Connections that count. Marketing Health Services, 30(4), 20-23.
Oestreicher-Singer, G., Libai, B., Sivan, L., Carmi, E., & Yassin, O. (2013). The network value of products. Journal of Marketing, 77(3), 1-14.
Puzakova, M., Kwak, H., & Rocereto, J. (2013). When humanizing brands goes wrong: The detrimental effect of brand anthropomorphization amid product wrongdoings. Journal of Marketing, 77(3), 81-100.
Rao, S. (2012). Generating growth through patient-centered commercial strategies.Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical. doi:10.1177/1745790412450170
Smith, B. (2012). Excellence in market access strategy: A research-based definition and diagnostic tool. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing.doi:10.1177/1745790412467641
Smith, B., Tarricone, R., & Vella, V. (2013). The role of product life cycle in medical technology innovation. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing.doi:10.1177/1745790413476876
Thompson, D. & Malaviya, P. (2013). Consumer-generated ads: Does awareness of advertising co-creation help or hurt persuasion? Journal of Marketing, 77(3), 33-47.
Preparation
Reading(s)
- Chapter 17: Philip Kotler's Segment-by-Segment Invasion Plan
- Chapter 18: The Perceptual Map
- Chapter 19: Ries & Trouts's Product Ladder
- Chapter 20: Abraham Maslow's Hierarchy of Needs.