BUS 620 Week One Assignment
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- Posted on Feb 25, 2012 at 5:36:41PM
Preview: ... mental parts. Â Instead the focus of the approach should be to create a very personalized relationship of trust with the medical facility that uses tactics similar to creating a long-term customer loyalty relationship. Â The basic concept in the social exchange theory is that the outcome is directly related to the benefits minus the costs.Â Most often a marketing effort looks to focus on the customer who looks for the most cost effective means to obtain certain items of interest, and creating a product that has significant benefits for the consumer. Â We know that consumers who desire to benefit from various products may consider looking at various brands, or items based on cost.Â However, when marketing for the exchange relationship of an undesirable medical procedure there must be a focus on making the relationship primarily a personalized purchase. Â âFilling a prescription is not an impulse purchase, most consumers want to know the benefits and risks before they make a medical decision.â (âStrikeforce teams up,â 2011)Â In this undesirable, but necessary service, the benefit of the exchange relationship has to be directed towards emotional comfort, compassion, convenience and confidentiality.Â For the marketing management team to ...
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