Malhotra (2013) defined the management-decision problem on page 46 of the Basic Marketing Research textbook as an approach that asks what the decision makers need to do; it is action-oriented and framed from the perspective of what should be done. In the case of Mayo Clinic, their management-decision problem begins with their overall need to determine why the other 16% of the public is unaware of their brand as their image can prosper by increasing their market share. Another factor of this problem is rooted in the question of how they should conduct their marketing in order to increase its brand strength-what areas should they focus on and on what other brand extensions can and should they put their reputable name? A major component in this management decision problem identifies the need to increase their equity without executing a strategy that may be viewed as too intense and violates their intended approach. Mayo Clinic's marketers are asking themselves how they should go about increasing the value their patients hold for them without losing the original spirit of their service.
Defining the marketing research problem for Mayo clinic is the most important step of Mayo Clinic's project and directly corresponds to the marketing decision problem in that it asks what information is needed in order to determine how they should identify and approach their goal of strengthening their image. This step will begin with thoroughly understanding the current environment of how the public feels about their company. It concerns the task of discovering the most effective method of obtaining the necessary information to be able execute sound marketing strategies. It is information oriented as it focuses on the underlying causes of present and possible future consumer equity. (Malhotra, 2013, p. 46). Mayo clinic is already aware that more than half of the public knows of their service; their marketing research problem may include asking how exactly this positive outcome has resulted in order to duplicate this effect for the remaining available market. They should discover why the other 16% is not aware of their service and/or quality. This would better lead their team to the next research problem of how they are going to obtain more information about these percentages of people as well as the best way to both reach and appeal to this new segment. When considering the many different possible methods of reaching targeted audiences, the Mayo Clinic must also consider how and where to gather the best information regarding the way to reach these people most effectively -while keeping true to their efforts in maintaining their original, genuine image (as they do not want to go overboard). Chapter two of Basic Marketing Research explains some of the research problems that may be encountered by Mayo Clinic during their collection of information. They must be forthright with any outside party in order to be sure that they are undertaking research directly relating to their relative objectives and effort of not stepping outside their desired image. Mayo Clinic must also be leery about obtaining information from sources that also work with related industries as they would want to avoid having their individual figures/ideas becoming a part of their competitors marketing approach. (Malhotra, 2012, p. 57)
[...] They are a health care brand that has become known for their reputation based solely on their patients' positive experiences and the resulting word of mouth and testimonials, but their brand can be further increased with the proper foundation of understanding the underlying causes of why there are areas in which they are lacking. Sufficient exploratory research from a variety of secondary and social media sources can help provide an effective marketing plan with the goal of obtaining the remaining potential market. REFERENCES 1. Malhotra, N. [...]
[...] K. (2012). Basic Marketing Research (4th ed.). Upper Saddle River, NJ: Prentice Hall. [...]
[...] There is no doubt that the evaluation of social media would be helpful in Mayo Clinic's efforts as the information that can be analyzed has endless possibilities. Even though they may not wish to set up their own social media presence and utilize eternal sources, they can still use data from this area for multiple reasons. Chapter four of the Marketing textbook describes how evaluating this plethora of records such as blogs, discussion threads, fan pages, and private social communities can help gain insight that is provided in the “voice of the consumer” (Malhotra p.113) from all across the United States. [...]
[...] Secondary data from external general business sources can aid in their need for better reaching their current as well as their untapped market. Starting with referencing Guides, which collect standard recurring information (Malhotra p. 104), can provide Mayo Clinic with the stepping stone of identifying the other medical facilities that pose as competitors. As they are considered the number one health care provider in the nation, it will be likely that Mayo Clinic can locate other secondary information that has already been gathered by nongovernmental sources that store statistical data pertaining to similar industries. [...]
[...] Defining the marketing research problem for Mayo clinic is the most important step of Mayo Clinic's project and directly corresponds to the marketing decision problem in that it asks what information is needed in order to determine how they should identify and approach their goal of strengthening their image. This step will begin with thoroughly understanding the current environment of how the public feels about their company. It concerns the task of discovering the most effective method of obtaining the necessary information to be able execute sound marketing strategies. [...]
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