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• Discuss the benefits and drawbacks of using database marketing. • State the ethical, legal, and HIPAA issues that need to be considered. • Articulate reasons why you would implement or exclude the use of database marketing in your marketing plan for the Final Project. • Must be three to four double-spaced pages in length (not including the title page and references page) and formatted according to APA style as outlined in the Ashford Writing Center. • Must use at least three scholarly sources in addition to the course text. • Must document all sources in APA style as outlined in the Ashford Writing Center. • Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center. 1. Identify bases for segmenting the market. 1. Select the target markets. 2. Develop profiles of resulting segments. 2. Develop positioning for each target market. 3. Develop measures of segment.
3. Develop marketing mix attractiveness for each target market. This discussion will allow you generate content for your Final Project regarding the implementation of performance evaluation. As discussed in Chapter 12, the implementation of performance evaluation methods is an ongoing process that aids the marketing department in determining the success of its current programs and the positive direction for future marketing actions. The authors of your text highlight multiple performance methods that can be used to improve the marketing decision process. For this discussion, you will generate content for your Final Project regarding plan evaluations that are associated with a product or service. As discussed in Chapter 12, planning and control processes should be integrated; that is, both processes should be used to obtain feedback that will allow the marketing team to successfully reach strategic objectives through the marketing plan. For your initial post, describe the importance of timely information flow/feedback in terms of your chosen healthcare organization and marketing plan. Based on your chosen product or service, why would it be important for managers and planners to obtain information concerning marketing results? Why would reports for a particular timeframe (weekly, monthly, quarterly) be important concerning your product or service?
How would the feedback in these reports be used to control the future of your marketing plan? This week you will discuss legal and ethical issues surrounding the use of social media in marketing. As discussed in Chapters 10 and 11 of the course text and this week’s required article, the use of social media within marketing plans provides opportunities for marketing departments to improve customer contact and brand awareness. Based on your chosen HCO, how would you implement the use of social media (e.g., Facebook, Twitter, Linkedin, Myspace, YouTube, and other platforms) into your marketing plan? Lastly, based on HIPAA policies, what legal and ethical issues need to be considered when implementing social media as a marketing tool? • Provide a brief summary of the marketing plan. • State the objectives of the strategic plan. • Explain how your marketing plan will achieve specific objectives and support the organization’s business plan and strategic plan. • Explain how these products and services meet the needs of the organization’s determined customer base.