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Strategic Management and the Concepts of Marketing

Strategic Management and the Concepts of Marketing. Elements of Planning. Define: Planning is intended to focus attention on objectives and to offset uncertainty; there must be a clear statement of goals. Once the goals to be attained have been established,

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Strategic Management and the Concepts of Marketing

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  1. Strategic Management and the Concepts of Marketing

  2. Elements of Planning Define: Planning is intended to focus attention on objectives and to offset uncertainty; there must be a clear statement of goals. Once the goals to be attained have been established, premising must be developed, assumptions must be identified, stated, and used consistently. Premising includes analysis of planning constraints, anticipation of environment within which plan unfolds. Premise - reflects the level of care, specific setting, type of service provided …

  3. Planning Process – I • Define overall goal(s) – Improve diagnostic services • State objective(s) to attain goals • Invest in a PET camera Improve diagnostic quality Expand Oncology services Stop this business from going across town Other option – consider the application of cardiac imaging with a PET system

  4. Planning Process – II • Delineate: Functional Objectives • specific service to be provided • type of output • quantity and frequency of specified output • Time frame • Priority • Policies and Guidelines (if applicable) • Setup a procedure that will guide you through this the decision process

  5. Decision Making Process What system am I going to buy? • Devil’s Advocate - Develop arguments for and against – one vs. the other • Factor Analysis Matrix - Develop criteria with two major categories: • essential (must) • desired (wants) • Factors can be bet weighted if some are more important

  6. Factor Analysis Matrix

  7. Operational Research • Simulation and Model Building: Physical or mathematical • Changing the physical layout of a room or department • Stochastic Simulation: Data is developed through random numbers or variables. How does uncertainty play into the equation? • Absenteeism, no shows, and down-time • Waiting Line and Queuing Theory • Arrival (Predetermined or random) • Service (analysis of workflow) • Queue discipline (analysis of pattern) • Gaming and its Theory: mathematical analysis of conflict and strategy. • Strengths and Weaknesses - Sounds like an interview.

  8. Decision and the Levels • Top Level Management = Mission Statement • Middle Level Management = Functional Objectives and Goals • Low Level Management = Further Delineation • Staff Level = Direct and Indirect Involvement

  9. Steps of Decision Making 1. Agenda Building 2. Search for Alternatives 3. Evaluation of Alternatives 4. Commitment Phase 5. Continuing Assessment of Decision

  10. Strategies for Decision MakingKey To Strategy Formulation Overall Picture Strategic Planning Key Objectives & Strategies Operational Plan Implementation of Strategies Process Out Put Process Out Put

  11. Reasons for Strategic Planning • Guide the organization through the environment • Influences structure & process of organization • Affects profitability, growth, and survival

  12. Qualities of Effective Management • Planning‑‑setting objectives, establishing goals, examining and predicting the present/future. • Decision Making‑‑part of the planning process in making a commitment from a choice of possibilities ... Develop additional alternatives in case initial plan fails. • Organizing‑‑Designing patterns for roles, responsibilities, and relationships to contribute to achievement of the goal(s) ... Mission Statement. • Staffing‑‑Determination of personnel needs: orientation, training, selection, continuing education.

  13. Qualities of Effective MGT (cont.) • Directing‑‑A manager should influence, teach, coach, and motivate the worker toward the overall goal of the hospital. • Controlling‑‑What was accomplished? Did it contribute to the organization's goal(s)? Complement or correct...

  14. Putting it All Together

  15. The Basics of Marketing • Define: Marketing: a performance of activities which seeks to accomplish organizational goals and objectives by anticipating consumers’ needs and supplying them with appropriate goods and services. • Applies to profit/nonprofit organizations • More than just selling and advertising • Begins with the consumers needs • Provides a sense of direction

  16. The Mission Statement and Strategic Marketing Identifying the target market Consumer Target Market Goods & Services

  17. The Four P's YOU can control: • Product • Price • Promotion • Place

  18. The Uncontrollable: • Competitive Environment • Economic and Technological Environment • Political and Legal Environment • Cultural and Social Environment • Resources and Objectives of the Firm

  19. The Marketing Mix Competitive Environment Resources and Objectives Product Price Target Market Social Cultural Place Promotion Technological Environment Economic Environment

  20. Consumer - Stimulus/Response Model Stimulus Inter-personalIntra-personal Motivation Family Perception Social Class Learning Reference Attitude Groups Personality Culture Problem Solving Process Response Results

  21. Maslow's Hierarchy of NeedWith the Consumer in Mind • Self-actualization • Esteem Needs • Affiliation Needs • Safety Needs • Physiological Needs

  22. The product Life Cycle 1. Introduction of a new product 2. Growth of the product 3. Maturity 4. Decline

  23. The Marketing Management Process Implementation Implementing Marketing Strategy Control Control the process

  24. Any Questions? Return to the Table of Content

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