PINK LIGHTS template Essentials of Health Care Marketing

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PINK LIGHTS template

PINK LIGHTS template

Essentials of Health Care Marketing 2 nd Ed. Eric Berkowitz Chapter 1 The Meaning

Essentials of Health Care Marketing 2 nd Ed. Eric Berkowitz Chapter 1 The Meaning of Marketing

CHAPTER 1 LEARNIN G OBJECTIVES 4. Understand the dimensio ns of the env have

CHAPTER 1 LEARNIN G OBJECTIVES 4. Understand the dimensio ns of the env have an impa ironment tha ct on marketin t g strategy 5. Appreciate the ongoing r estructuring o care industry f the health ﺩﺭک. 4 ﺍﺑ ﻌ ﺎ ﺩ ﻣ ﺤ ی ﻂ ﺯیﺴ ﺖ ک ﻪ ﺑ ﺮ ﺍ ﺳﺘﺮﺍﺗژیﻬﺎی ﺑ ﺎ ﺯﺍ ﺭ ی ﺎﺑ ی ﺍﺛﺮ . ﻣی گﺬﺍﺭﻧﺪ ﻗﺪﺭﺩ. 5 ﺍﻧ ی ﺍ ﺯ ﺑ ﺎ ﺯ ﺳ ﺎ ﺯی ﻣﺪﺍﻭﻡ ﺩ ﺭ ﺻ ﻨ ﻌ ﺖ ﻣﺮﺍ ﻗﺒﺖ ﺳﻼﻣﺖ

TIVE C E J B GO LEARNIN 3 Needs vs. Wants in Health Care

TIVE C E J B GO LEARNIN 3 Needs vs. Wants in Health Care ü ü Health care professional responsibility DEMANDS treatment of needs. Many consumers are seeking a professional response to wants. ﻧیﺎﺯ ﺩﺭ ﻣﻘﺎﺑﻞ ﺧﻮﺍﺳﺘﻪ ﺩﺭ ﻣﺮﺍﻗﺒﺖ ﺳﻼﻣﺖ Health care professional responsibility DEMANDS ü treatment of needs. ﺑﺴیﺎﺭی ﺍﺯ ﻣﺼﺮﻑ کﻨﻨﺪگﺎﻥ ﺑﻪ ﺩﻧﺒﺎﻝ پﺎﺳﺦ ﻫﺎی ﺣﺮﻓﻪ ﺍی ﺑﻪ ﺧﻮﺍﺳﺘﻪ ﻫﺎیﺸﺎﻥ ﻫﺴﺘﻨﺪ ü

EVOLUTION OF MARKETING Production Era Sales Era Marketing Concept/Culture Era � Customer orientation �

EVOLUTION OF MARKETING Production Era Sales Era Marketing Concept/Culture Era � Customer orientation � Competitor Orientation � Interfunctional Orientation � Long-term Focus � Profitability ﻋﺼﺮ ﺗﻮﻟیﺪ ﻋﺼﺮ ﻓﺮﻭﺵ ﻋﺼﺮ ﺑﺎﺯﺍﺭیﺎﺑی ﻋﺼﺮﻓﺮﻫﻨگ / ﻣﻔﻬﻮﻡ ﺑﺎﺯﺍﺭیﺎﺑی ﻣﺸﺘﺮی ﻣﺪﺍﺭی ü ﺭﻗﺎﺑﺖ ﻣﺤﻮﺭی ü ü Interfunctional گﺮﺍیﺶ ﺗﻤﺮکﺰ ﺑﻠﻨﺪ ﻣﺪﺕ ü ﺳﻮﺩﺑﺨﺸی ü

LEARNING OBJEC TIVE The Strategic Marketing Process � Stakeholders Customers Patients, physicians… � Environment

LEARNING OBJEC TIVE The Strategic Marketing Process � Stakeholders Customers Patients, physicians… � Environment Regulatory Social Technological Economic Competitive � Society 4 ﻓﺮﺍیﻨﺪ ﺑﺎﺯﺍﺭیﺎﺑی ﺍﺳﺘﺮﺍﺗژیک ﺫی ﻧﻔﻌﺎﻥ • ﻣﺸﺘﺮیﺎﻥ . . . پﺰﺷکﺎﻥ ، ﺑیﻤﺎﺭﺍﻥ o ﻣﺤیﻂ • ﻣﻘﺮﺭﺍﺕ ﺍﺟﺘﻤﺎﻉ ﺗکﻨﻮﻟﻮژی ﺍﻗﺘﺼﺎﺩ ﺭﻗﺎﺑﺖ o ﺟﺎﻣﻌﻪ • o o o

LEARNING OBJECTIVE 4 Target Market ﺑﺎﺯﺍﺭ ﻫﺪﻑ

LEARNING OBJECTIVE 4 Target Market ﺑﺎﺯﺍﺭ ﻫﺪﻑ

LEARNING OBJECThe Changing TIVE 5 Health Care Marketplace Traditional Industry Structure Evolving Industry Structure

LEARNING OBJECThe Changing TIVE 5 Health Care Marketplace Traditional Industry Structure Evolving Industry Structure ﺑﺎﺯﺍﺭ ﻣ ﺮﺍﻗﺒﺖ ﺑﻬﺪﺍﺷﺘی ﺩﺭ ﺣﺎﻝ ﺗﻐییﺮ ﺳﺎﺧﺘﺎﺭ ﺻﻨﻌﺘی ﺳﻨﺘی ü ﺳﺎﺧﺘﺎﺭ ﺻﻨﻌﺖ ﺩﺭ ﺣﺎﻝ ﺗکﺎﻣﻞ ü

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Essentials of Health Care Marketing 2 nd EdEssentials of Health Care Marketing 2 nd Ed
Essentials of Health Care Marketing 2 nd EdEssentials of Health Care Marketing 2 nd Ed