MKTG 205: Principles Of Marketing Environment

Unit 1 Individual Project
MKTG 205 – Principles of Marketing
November 18, 2013

In this paper, I’m going to be identifying three marketing environment forces and how they will impact the healthcare field.

The first of the three marketing environment forces that I will be talking about is the internal environment. The internal environment is the functions within the hospital. There is the five M’s, which is a great tool that can be used to audit the internal environment. The five M’s are Men, Money, Machinery, Materials, and Markets. As we look into the hospital, the men would be the doctors, nurses, certified nursing assistants, marketing managers and so forth. Money is brought in by the
services the hospitals provide, and the shareholders, in certain hospitals. The machinery would be to include, the surgery equipment, x-ray machines, mammogram machines, vital machines, oxygen machines and so forth. The materials could include the blood, plasma, medication, and so forth. Then we have the markets, which are both internal and external. Sometimes they may also include minutes, you know that time is a very valuable resource.
Upon looking at how the internal environment would impact the hospital, we could look at the customer relationship with the hospital.
We should also look at the research and development into new and different logistics solutions, how they could give the customers satisfaction, yet keep the prices as low as possible.
The second of the marketing environment forces is the microenvironment. This comes from the individuals and organizations that are close to the hospital and directly impact the customer experience. This would include the hospital itself, their suppliers, other marketing inputs, and also their competition. This is the ones that are not paying customers, but yet have an interest in the hospital. The microenvironment is usually relatively controllable, because of the actions of the hospitals that influence others.
The hospital microenvironment could be focused on their own immediate issues. It would consider how to recruit, retain, and extend the services to the customers. They would pay close attention to their local competition. The hospital would build close relationships with their suppliers. The hospital would need to communicate with the public, such as the ones that are close to
them.
The third of the marketing forces is the microenvironment. This one is less controllable. The microenvironment consists of the much larger influences from a broader global society. Here the culture, technology, political issues, and the demographic factors amongst others are all considered. The hospital is one of many hospitals in the U.S., and they are all in different states. We have the cultures that may be different, according to what area we are talking about. State laws vary from state to state with what a hospital can or cannot do. Some hospitals have more technological systems in their hospitals than others. Some states are just not up to date with their services.
The controllable factors usually tend to be found in your internal environment and your macro environment. Less controllable factors usually tend to be in relation to your macro environment.

References:

http://ezinarticles.com/?Marketing-Enmvironment-and-the-factors-Involved&id=224377

http://ezinarticles.com/?The-5-Uncontrollable-Environment-Forces&id=4588758

http://marketing-definition.org/marketing-environment-social-and-cultural-forces

http://www.shvoong.com/business-management/marketing/1827567-marketing-environment

http://smallbusiness.chron.com/social-environmental-forces-marketing-22612.html