Please respond to the following: “Brand Stretch Spectrum and
Market Product Grid” Assess the importance of evaluating newly
developed health care products in order to determine whether the
products should carry existing brand names or whether they should
be assigned new brand names. Suggest realistic branding strategies
needed for marketers to evaluate newly developed health care
products or services. Provide support for your rationale. Use the
Internet to research the product offerings of a local health care
organization. (Note:These offerings are often found on the health
care organizations homepage.) Based on your knowledge of your local
region, consider the potential markets for these products. With the
grid, you should, at a minimum, analyze the resulting
market-product combination. Determine whether or not the product
offerings that you selected are consistent with the perceived
selections of the given health care entity. Explain your rationale.
Please respond to the following: “Lateral Marketing Strategy”
Assess the value of target marketing as an effective health care marketing strategy. Appraise the degree to which vertical and traditional segmentation help marketing managers use target marketing strategies. Support your rationale with at least two (2) specific examples of target marketing within a health care organization with which you are familiar. Evaluate the impact of lateral segmentation in encouraging marketing managers to look broadly at markets in order to identify previously overlooked opportunities. Provide at least one (1) specific example of quality initiatives within a health care organization.
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