MARKETING AND MULTIPLE ROLES OF PROMOTION

Marketing and multiple roles of promotion

Table of Contents

Introduction1

Aim and Organisation1

Characteristics of Service Industry1

Definition of marketing and marketing orientation2

Understanding of marketing planning process3

Mission Statement of the Hospital4

Research (Marketing Audit)5

PEST Analysis6

Market Segmentation8

Competitive Advantage9

The cost advantage10

Differentiation advantage11

Marketing mix of Hospital11

The role of Promotional mix14

Conclusion15

References16

Marketing and multiple roles of promotion

Introduction

The industry that I have chosen for my Marketing Assignment is the Hospital industry. The organization that I have chosen for my industry is Newcastle Hospital located in United Kingdom. The marketing analysis will be done of the hospital and the various options that it has in the case of promotion.

Aim and Organisation

Newcastle hospital has been providing patient-centred healthcare to communities in North East of England and beyond for over 250 years. They are one of the largest healthcare trusts in the UK, offering a wide range of specialized services than any other hospital in the area. From new-born babies to the elderly and infirm, their aim is to deliver leading-edge healthcare with a personal touch.

Characteristics of Service Industry

Service industry is large and heterogeneous. It is basically the indicator of level of development, quality of life and welfare. It contributes greatly towards the economy of the country. In contrast, the healthcare industry is a basic service that plays a vital role in maintaining the quality of life of a person. (Zeithaml, 2001)

Definition of marketing and marketing orientation

Marketing is a set of interrelated activities to meet specific company objectives. The main objective is to deliver goods or services from producer to consumer. It involves selling, providing commercial marketing activities, developing strategies and techniques for selling products and services, storage, display of counter products, organizing and training the sales force, evidence of sales, logistics, purchasing, delivering and placing the product into the hands of customers, financing, etc. To carry out the marketing of a product, it is very important to conduct a proper market research to identify customer needs and ways that the product or service offered can fulfil this purpose. So, the NHS would have a huge responsibility to conduct a proper marketing for their hospitals in order to position them strongly to provide better services to the patients. NHS Hospital would need to design a proper Marketing and Research Department that will look after these activities.

Marketing orientation refers to fully understand the markets and people who choose to purchase the products. All functions and divisions of the company are involved in strategic decisions and tactics of marketing. All functions and divisions of the company acquire a commitment to meet marketing goals and work together to make maximum use of market opportunities and optimize the use of company resources. Therefore, in the case of Newcastle Hospital, the concept of marketing orientation will be applied in a proper manner to help them achieve their goals and capitalize on the opportunities that they would have to be one of the best hospitals in UK. The functional departments would need to carry out their assessment of the patients in a proper ...