Part 2: Marketing Planning Process Project
This is a continuation of your Unit V Project. You will use the same scenario you chose for Part 1 of the Marketing Planning Process Project in Unit V, and you will outline the remainder of the marketing planning process as you follow the final six steps.
The marketing planning process stages are diagramed on p. 420, and these steps are described on pp. 423–428. The requirement for this assignment is a minimum of two pages. The final six steps in the marketing planning process are as follows:
PART 2 NEED TO BE 1 Paragraph
You are the chief operating officer (COO) for a community hospital in the Midwest. The capital budget for the upcoming fiscal year, which is $350,000, is allocated for the addition of new initiatives that will provide medical specialties that patients seek most often through medical tourism outreach. Your chief executive officer (CEO) asks you to prioritize what specialties should be put in place after executing your marketing research and creating a marketing plan. What types of marketing research will you perform in order to create this prioritized list of specialties? What is the marketing strategy you will use to sell your findings to the CEO?
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