What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides?

Assignment 3: Marketing Scenario Analyses

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:

  1. To what extent did SBH research the needs of its audience prior to developing a marketing strategy?
  2. Does it appear that SBH has an overall marketing plan?
  3. Does it appear that SBH had a significant grasp of the nature of marketing?
  4. What are the implications of focusing marketing efforts on corporate image rather than the services the organization provides?
  5. What are the implications of marketing to the general public rather than targeting specific segments of the market?
  6. How much thought was given to measuring the effectiveness of the campaign going into the initiative?

Post your responses in a 2- to 3-page Microsoft Word document.

By Tuesday, May 17, 2016, submit your assignment to the W1: Assignment 3 Dropbox.

Save your document as SUO_HCM3006_W1_A3_LastName_FirstInitial.doc.

Assignment Writing Help Service from Us

We offer assignment writing help to students who need it. We have academic writers and professionals who can help you with your assignment. Our writers have more than 15 years of experience and are former professors at prestigious colleges.

This makes us a popular choice for university students. Our in-house team is skilled at writing original, well-researched, and well-written assignments term papers dissertations research papers essays reports theses.

Our service is used by top universities in the UK, Australia, Canada, and New Zealand to help them achieve top grades in their academic careers. We offer top-quality assignment help online from highly skilled writers at affordable prices.

No matter how complex your assignment task is, you will be able to submit flawless documents within the deadline set by your professor if you use our top-quality assignment writing services.

Our clients can get assignment help online from our expert writers 24x7. We are a popular choice for students who need writing assistance.

Order Now Free Inquiry