Contents
Marketing Report for UnitedHealth Group (UHG) 2
Introduction 2
Executive Summary 2
Task.1 2
Marketing Process 2
Marketing Orientation 3
Micro and Macro Factors 3
Competitive Advantages 4
Distribution Channel and Process 5
Pricing Strategy 5
Promotional Tolls 6
Marketing Mix’s additional P’s 6
Marketing Products and Services to other businesses than customers 7
Difference between international marketing from domestic marketing 8
TASK 2 10
About the new product (Details) 10
Market Segmentation criteria for the product 10
Targeting strategy for the selected product 10
How buyer behavior affects marketing activities in different situations for the selected product 11
Positioning for the Selected Product 12
Marketing mixes for two different
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The United Health Group uses the promotional mix. Advertisements and promotions are used to inform customers about new products and services to capture their attention. Public relation is used to deal directly with customers about product issues. The United Health Group uses direct marketing by emailing marketing messages on Special holidays such as Easter, Christmas and New Year or calling current customers to find out their thoughts on new services that the company is offering. Personal Selling is also used in by United Health Group such as promotional campaigns held every year in which the company’s marketing staff travel to many island of the country in order to sell products and inform customers about the product. The company also has promotional campaign in which when customers select a plan for a Surgery they would be able to get prescription cover insurance for …show more content…
Therefore, in my opinion, niche marketing should be the best option since in the world people above ages 16-21 are allowed to be legally motorists. Instead of marketing to a whole market it is better to market the product to the people who might be interested in buying the product. For instance, if an incident occurs and the cycle is damaged the policy would cover the expenses that has been taken to fix the property in which sometimes many people are saved from having to sell off their valuables. Thereby customers will be satisfied and there will be more loyal customers to the organization, which increases profitability in the long run. (Media,
As each product has its own unique segment, target market, and symptoms relief, those differences are going to be essential to promote each product value to prevent cannibalization. Thus the best advertising agency was selected to provide us the best response.
The marketing mix, which is basic to any organization, can be considered the ‘controllable’ variables that every business encounters. These controllable variables can be modified based on the uncontrollable variables (external factors found in Environmental Scan) that directly affect business operations. A company focuses on four elements in the marketing mix: Product, Price, Place, and Promotion, which are managed and coordinated through marketing programs in efforts to appeal to their target market. Marketers strive to understand what motivates consumers to purchase certain products. The marketing mix helps to break down some of these questions: What will consumers buy? How much will they spend? Where will they buy? And will they buy again?
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Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
When promoting primary health care services, there are many factors that must be considered when developing an effective marketing plan. Primary care providers are the gatekeepers of health care in the United States; many patients have to visit them before being referred to specialist providers (Bodenheimer, 2003). They are also being tasked with ensuring patients are receiving preventative services and managing more complex chronic diseases (Akinci & Healey, 2004). Recruitment of primary care physicians is challenging because they are expected to do more and are not being reimbursed proportionally for the added workload (Bodenheimer, 2003). In this paper, a group of primary care physicians in Washington D.C. is looking to research their consumer population base in order to provide them better services and recruit new primary care physicians to their practice (Colorado State University-Global Campus, 2013). A successful primary care marketing plan will recruit quality health care providers while improving consumer accessibility to their services, customer satisfaction rates, and patients’ continuity of care with their health care provider.
Healthcare organizations are designed to meet the healthcare needs of individuals and promote a healthy community. The three healthcare organizations that interest me are: The Heart Hospital Baylor of Plano, Texas Health Center for Diagnostics & Surgery Plan, and Parkland Health and Hospital System. Due to evolving healthcare industry, focusing on just patients and physicians is no longer a marketing strategy. According to Mycek (2015), “Marketing teams need to expand their consideration set and focus on the new 5 P’s of Healthcare Marketing” (p. 1). The new 5 P’s of marketing now impact the marketing potential of healthcare organizations by offering changes in sales rep – physician access, purchasing, formulary decision making, and growing patient empowerment. The new 5 P’s of marketing are: Physicians, Patients, Payers, Public, and The Presence of Politics.
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Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.
To be a successful business, the owner of the business should use the marketing mix and the results of market research; having identified its key audience a company has to ensure a marketing mix is created that is targeted specifically to those people. The marketing mix is a term used to describe the four main marketing tools, Price, Product, Promotion and Place (EStartup business blog, 2010). An example of each 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consu...
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
· The Right Marketing Mix – Is the product right?, Is it sold in the
Kotler, P., & Keller, K. (2012). Marketing management (14th ed., Global ed.). Boston, [Mass.: Pearson.