Академический Документы
Профессиональный Документы
Культура Документы
Jover S. Chavez
Marketing Management
Ateneo School of Medicine and Public Health
12 May 2010
Concept 1
Concept 1
Kotler
Cisco Systems
Make your customer the
center of your culture.
LOCAL
The Medical City
Patient Partnership
Patient on Center Stage
Concept 1
MEDICAL APPLICATIONS
loyal patients
loyal patients
loyal patients
Concept 2
CUSTOMER
PERCEIVED VALUE
(CPV)
(total customer benefit)
(total customer cost)
Concept 2
Kotler
Dell Inc. vs. Hewlett-Packard Co.
LOCAL
Globe vs. SMART
MEDICAL APPLICATION
physician shopping
Concept 3
LOCAL
Starbucks
Fitness First
MEDICAL APPLICATIONS
hospitals
wellness centers
Concept 4
Kotler
Superquinn
LOCAL
Rustans
MEDICAL APPLICATIONS
hospitals
wellness centers
Concept 5
pleasure
disappointment
Concept 5
Kotler
Joie de Vivre Hospitality Inc.
LOCAL
Windows, Mac
MEDICAL APPLICATIONS
surgeries
medical tourism
Concept 6
conformance quality
performance quality
Concept 6
LOCAL
adidas
MEDICAL APPLICATIONS
therapeutics
physician competence
Concept 7
Concept 7
LOCAL
BPI
MEDICAL APPLICATIONS
insurance
patient classification
Concept 8
precision marketing
vs. mass marketing
CUSTOMER RELATIONSHIP
MANAGEMENT (CRM)
managing detailed information and touch points
to maximize loyalty
Concept 8
Kotler
Four Seasons
LOCAL
McDonalds PlayPlace
MEDICAL APPLICATIONS
personalizing treatment
Concept 9
Concept 9
Kotler
cellular carriers
LOCAL
cellular carriers
MEDICAL APPLICATIONS
patient retention, word of mouth
Concept 10
Concept 10
Kotler
Novartis
LOCAL
Online Banking
MEDICAL APPLICATIONS
patient records (physician)
hospital patient database
Concept 1
Chapter 5
Creating Customer Value,
Satisfaction, and Loyalty
Concepts and Applications
Jover S. Chavez
Marketing Management
Ateneo School of Medicine and Public Health
12 May 2010