7 Meeting the target market’s requirements

1. 7Meeting the target market’s requirements

2. Meet the target market Requirement – • Do decisions, develop marketing strategy, you must consider Elements of Marketing Mix (7Ps) • Product – The quality and range of variants of the product or service. • Place – It is the location where the product or service is sold: online, type of store, the location of a store, the time taken and the mode of transport to reach the retail place. • Price – Cost of product or service for different customer segments by considering various price affecting factors. • Promotion – It is raising customers’ awareness about the product or service and driving customers to buy the products by offering tempting deals.

3. People – This includes internal stakeholders such as customers, sales staff, management staff, and external stakeholders such as suppliers and supply chain management force. • Process – It is the range of activities involved in manufacturing and delivering the product or service to the customer. • Physical Environment – Presenting the products or offering services in a well organized and attractive manner, keeping an aesthetic sense in the presentation to elevate customers’ shopping experience.

4. Products Quality in the Health / Social Care services – How to find out? • Performance—how well a product performs the task it was designed to do? • Durability—how long the product will last? • Conformance with specifications—what is the incidence of defects found in the product on delivery; what is the incidence of defects which cannot be remedied? • Features—what special features does the product have which makes it superior to competitive offerings?

5. Products Quality in the Health / Social Care services – How to find out? • The name—can one associate the image of the firm and the brand name with concepts of quality? • Reliability—can one expect the same kind of quality every time that the product is used? • Serviceability—is the service system efficient, competent and convenient? • Fit and finish—does the product look and feel like a quality product?

6. Service Quality in the Health / Social Care services – How to find out? • Tangibles—do the physical facilities, equipment and appearance of personnel associated with the service promote confidence in the quality of the service? • Reliability—is there evidence of an ability to perform the promised service properly the first time? • Responsiveness—is there a willingness to help customers and provide prompt service? • Competence—do the personnel possess knowledge and skill and do they have an ability to convey trust and confidence?

7. Service Quality in the Health / Social Care services – How to find out? • Credibility/trustworthiness—is the organization trustworthy and does it always deliver what it promises to deliver? • Empathy—does the provider of the service provide its customers with individualized attention? • Courtesy—do customers perceive the service provided to be a friendly one? • Communication—are customers kept informed about the service offered in the language they can understand? Do the providers of the service listen to what the customers have to say?