Adopt an aggressive marketing strategy

Assignment Help Operation Management
Reference no: EM131138147

Southern Baptist Hospital (SBH) had long resisted the use of marketing, believing it was not an appropriate activity for a nonprofit organization. By the mid-1980s, however, the erosion of its market share due to growing competition forced SBH to adopt an aggressive marketing strategy. Its primary initiative was a campaign of television advertisements aimed to reinforce for the general public the image of SBH as a high-quality institution. Because the organization was starting its marketing activities from scratch, ad production and airtime costs were expensive. The television commercials were professionally produced and received critical acclaim from the advertising community. Following the public’s repeated exposure to these advertisements, a hospital executive requested information about the impact of the advertisements. The idea to study the campaign’s impact had not been considered earlier, and a belated evaluation effort was mounted to determine the extent to which the campaign had achieved the desired effect. Much to the consternation of SBH administrators, the evaluation found that the ads had had virtually no impact on the public’s already high perception of the institution, and no improvement in patient volumes, revenues, or market share could be attributed to the campaign. SBH administrators, committed to an expensive initiative, rationalized that the campaign had not aired long enough to generate the desired effect and invested even more money in the initiative. After reviewing the above case, address the following points: To what extent did SBH research the needs of its audience prior to developing a marketing strategy? Does it appear that SBH has an overall marketing plan? Does it appear that SBH had a significant grasp of the nature of marketing? What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides? What are the implications of marketing to the general public rather than targeting specific segments of the market? How much thought was given to measuring the effectiveness of the campaign going into the initiative?

Reference no: EM131138147

Questions Cloud

Discuss your reaction to the public service announcement : Discuss your reaction to the public service announcement (PSA) in relation to the marketing of junk food to children, with a focus on why this PSA is appropriate or inappropriate. Explain your rationale
Fibrous incorporated makes products from rough tree fibers : Fibrous Incorporated makes products from rough tree fibers. Its product line consists of five items processed through one of five machines. The machines are not identical, and some products are better suited to some machines. Given the following prod..
Using strong fear appeal to humorous approach : A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?
What is the expected value under perfect information : A plant manager is considering buying additional stamping machines to accommodate increasing demand. The alternatives are to buy 1 machine, 2 machines, or 3 machines. The profits realized under each alternative are a function of whether their bid for..
Adopt an aggressive marketing strategy : Southern Baptist Hospital (SBH) had long resisted the use of marketing, believing it was not an appropriate activity for a nonprofit organization. By the mid-1980s, however, the erosion of its market share due to growing competition forced SBH to ado..
Net increase in cash from operating activities : Jacks Company had a net increase in cash from operating activities of $8,600 and a net decrease in cash from financing activities of $1,900. If the beginning and ending cash balances for the company were $3,600 and $12,200, then net cash change from ..
Balance sheet reported assets : Vandever Company's balance sheet reported assets of $92,000, liabilities of $25,000 and common stock of $22,000 as of December 31, 2012. If Retained Earnings on the December 31, 2013 balance sheet is $58,000 and Vandever paid a $24,000 dividend durin..
Using the expected monetary value criterion : A bakery must decide how many pies to prepare for the upcoming weekend. The bakery has the option to make 50, 100, or 150 pies. Assume that demand for the pies can be 50, 100, or 150. Each pie costs $5 to make and sells for $7. Which alternative shou..
Basic understanding of contracts-their legal implications : A contract is a type of agreement, either written or oral, that involves legally binding obligations between two or more parties. A crucial element of being healthcare provider is having a basic understanding of contracts and their legal implications..

Reviews

Write a Review

 

Operation Management Questions & Answers

  What will be the maximum inventory level

ABC Co manufactures a subcomponent at the rate of 400 per day when required. Its annual demand for this item is 50000 unites. Assume 250 working days per year. Holding cost is $10 per unit per year. Set-up cost is $150 per set-up.

  By using the pest framework identify and assess those

this assessment activity requires you to undertake an external and internal environmental analysis of a significant

  Knowledge of international taxation

Joo Mi Kang, a recent immigrant from South Korea, is a brilliant analyst who continues to impress everyone with her knowledge of international taxation. Unfortunately, she usually doesn’t do a good job of explaining tax matters to your corporate clie..

  Differences between productivity and its subcomponents

Describe the differences between productivity and its subcomponents (total measure productivity, partial measure productivity, and multifactor measure productivity) related to production and operations management success.

  Why should be involved in the cost allocation process

Discuss in detail why equitable cost allocation should be a key part of senior management in an organization. Explain who and why should be involved in the cost allocation process. Continue your explanation by detailing what YOU feel should be the mo..

  Differences between the erg theory and maslow''s hierarchy

Describe the similarities and differences between the ERG Theory and Maslow's Hierarchy. How have you used either of the two theories in daily life

  Illustrate what is the number of applications

Assuming the addition of one or more clerk, illustrate what is the number of applications that the process can handle. Elucidate how would you suggest modifying the process in order to accumulate 120 applications per hour.

  How do you rate online education

How do you rate online education? Please discuss both the pros and cons and how online education compares to face-to-face classes.

  What are four tools and techniques that could be used

What are four tools and techniques that could be used in procurement of projects and how and when should they be used?

  Geographic domain and concern for survival

Using the Internet, select the mission statement of an organization of your choice, and identify the following components of the statement: 1. Customer and/or market 2. Product and/or service 3. Geographic domain 4. Concern for survival 5. Concern fo..

  Why is it important to be able to write well as professional

Why is it important to be able to write well as a professional? Why is it important to understand APA format? Why is it important to be able to demonstrate APA format?

  What are the difference between criminal case and civil case

what are the difference between criminal case and civil case?

Free Assignment Quote

Assured A++ Grade

Get guaranteed satisfaction & time on delivery in every assignment order you paid with us! We ensure premium quality solution document along with free turntin report!

All rights reserved! Copyrights ©2019-2020 ExpertsMind IT Educational Pvt Ltd