Organizational Behaviour
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
PART
The Marketing Process
I
1
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
CHAPTER
The Meaning of Marketing
Learning Objectives
1
Learning Objectives
After reading this chapter, you should be able to: • • • • • Define marketing and differentiate between a marketing-driven and nonmarketing driven process Distinguish among marketing mix elements Delineate between health care needs and wants Understand the dimensions of the environment that have an impact on marketing strategy Appreciate the ongoing restructuring of the health care industry
Primary care satellites, integrated delivery systems, managed care plans, and physician–hospital organizations are but a few of the elements that dominate the structure of the health care industry today, as the government, employers, consumers, providers, and health care suppliers deal with a new health care market. This marketplace is typified by massive restructuring in the way health care organizations operate, health care is purchased, and health care is delivered. Competing in this environment will require an effective marketing strategy to deal with these forces of change. This book will focus on the essentials for effective marketing and their implementation in this health care marketplace. This discussion begins with an examination of what marketing is and how it has evolved within health care since first being discussed as a relevant management function in 1976.
s Marketing
For anyone involved in health care during the past 10 to 15 years, the term marketing generates little emotional reaction. Yet, health care marketing—a commonplace
3
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
concept today—was considered novel and controversial when first introduced to the industry three decades ago. In 1975, Evanston
PART
The Marketing Process
I
1
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
CHAPTER
The Meaning of Marketing
Learning Objectives
1
Learning Objectives
After reading this chapter, you should be able to: • • • • • Define marketing and differentiate between a marketing-driven and nonmarketing driven process Distinguish among marketing mix elements Delineate between health care needs and wants Understand the dimensions of the environment that have an impact on marketing strategy Appreciate the ongoing restructuring of the health care industry
Primary care satellites, integrated delivery systems, managed care plans, and physician–hospital organizations are but a few of the elements that dominate the structure of the health care industry today, as the government, employers, consumers, providers, and health care suppliers deal with a new health care market. This marketplace is typified by massive restructuring in the way health care organizations operate, health care is purchased, and health care is delivered. Competing in this environment will require an effective marketing strategy to deal with these forces of change. This book will focus on the essentials for effective marketing and their implementation in this health care marketplace. This discussion begins with an examination of what marketing is and how it has evolved within health care since first being discussed as a relevant management function in 1976.
s Marketing
For anyone involved in health care during the past 10 to 15 years, the term marketing generates little emotional reaction. Yet, health care marketing—a commonplace
3
© Jones & Bartlett Learning, LLC. NOT FOR SALE OR DISTRIBUTION
concept today—was considered novel and controversial when first introduced to the industry three decades ago. In 1975, Evanston