Discussion#1

After reading Chapter 7 on customer loyalty, prepare a customer contact audit or medical services blueprint for the services of your group project. Using Figure 7-7 in the Berkowitz textbook, describe the potential gaps in service excellence for your chosen service line.

Use the customer value proposition described in the chapter to discuss how these potential bottlenecks (service gaps) in the audit would affect the value perceived by the customer. How might one of the service gaps be removed to enhance customer loyalty for your service?

Coordinate with your group members so that each member selects a different gap to access and remove for your initial posting. That is, make sure you are not analyzing the same gap as any of the other people in your group.

Discussion#2 Anosff Matrix

Identify the four marketing growth options using the Ansoff Matrix Worksheet in this module, and create a marketing initiative representing each of the four growth options in the Ansoff matrix for your urgent care clinic service line.

In addition to completing the Ansoff Matrix Worksheet using the form in this module, discuss the strengths possessed by the organization that will be needed to implement your marketing initiatives. What factors in the external environment are favorable to your ideas? Are there any threats in the external environment that will cause roadblocks to implementation of your ideas?

For example, in the auto industry, Ford Motor is using a penetration strategy (current product/current market) where they promote their Ford Focus in the U.S. on television and social media. One of the strengths that Ford uses is the fact that they did not take government dollars during the financial crisis of 2008. This fact from external market research has been shown to be favorable by consumers who view Ford’s promotion in a more positive light. An external issue favorable to penetration at this time is the pent-up demand by the American consumer and their desire to have an economical automobile.