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Marketing. Basic marketing concepts. (marketing- market management.…
Marketing. Basic marketing concepts.
marketing- market management. Production and consumption.
producers- maximum profit
consumers- satisfy needs
marketing aims to provide balance between these needs and needs of society
consumers- patients
producers- doctors that offer health services to consumers
SERVICES rather than products are offered on the health market
lack of ownership
intangibility
transient and cannot be stored
service 'goes' together with the provider
heterogeneity
3 stages of evolution of market
1- self sufficiency market
2- decentralised exchange
3- centralised exchange
size of market
mass marketing- eg primary care
target marketing eg specialised medical/ dental care
Marketing concepts
PRODUCT- quality and price of product
COMMERCIAL - interests of manufacturer
MARKETING- identification of needs and assessment of consumers
SOCIAL MARKETING- needs of society as a whole in accordance with law
4 P's
PRODUCT-
PLACE- point of sale
PRICE
PROMOTION