GSK 6063 Mid Term Examination AC Hospital Powell AC Hospital

GSK 6063 Mid Term Examination AC Hospital Powell, AC Hospital\'s marketing director, stood to gaze out the conference room windows onto the ribbons of train tracks that curled near the hospital on the north side of this mid-sized city in was thinking about how rival hospitals, such as Akron City Hospital, Akron General Ohio. He cal Center, and St. Thomas Hospital, had recently hired marketing directors like himself. The urgency to advance AC Hospital\'s marketing effort was going to intensifty in the next year Medi meeting\'s participants Marcus Thomas communications and research agency. One staff member from w looked Jones appeared Powell\'s ere Mark Norton, the hospital operations officer (Powell\'s boss) and Janet Jones from the Cleveland-based finance was there, along with the soon to be retiring public relations director for the hospital. In the past, both of these staffers would support whatever Norton proposed or liked. It mo like Powell and Jones were on the other side of a divide about how to approach positioning AC Hospital in next year\'s advertising campaign. To make matters worse, Powell and to be outnumbered, and the tension in the room was palpable Jones sald, \"AC Hospital board wants the hospital to become the preferred hospital in the high-growth areas of the region. Accordingly, we are studyi board can select the best positioning for next year\'s communications campaign intended the number of patient cases 10% in the following year. egion. Accordingly, we are studying positioning possibilities, so that the to boost \"That\'s it. That\'s what we want.\" Norton said. \"But I don\'t think we have to pursue a research project with a survey that just may lead us to reinvent th wheel is that?\" Powell asked, turning away from the window to face Norton. \"Powell, you knovw e wheel-and for $60,000, too.\" \"What as I do that this hospital is all about children.\" Norton said. \"Emphasize the kids. Whatever we do in the media should feature the kids. Just do some focus groups that will allow Marcus Thomas to get some ideas for their advertising about kids and our hospital. That should only cost about $20,000. But honestly, I am not sure we even need that. $20,000. But honesty, I am not sure we even need that. \"Mark, remember that McDonald\'s tends to emphasize kids, too, but adults are featured in ther most of the time.\" Powell said, \"Marcus Thomas needs to cover the entire range of issues families consider when choosing a hospital for their kid. If we miss something important one of the other hospitals in Akron might claim they are the better hospital when it comes to this. Powell is making a good point.\" Jones said. \"Right now, we don\'t know which positioning would help Akron Children\'s the most. So describe which paths we can pursue now,\" Norton said. \"Plan A-do focus groups only, as you suggested.\" Jones said. \"Plan B-do focus groups with a follow-on survey. Plan C-do a survey with follow-on focus groups. And plan D-do no research. Tell me more about each of these.\" Norton said. \"In plan A, Marcus Thomas would conduct four focus groups, with an average of 10 respondents per group,\" Jones said. \"We\'ll ask participants to discuss their experiences while at a hospital. Participants will be required to be the primary decision makers for health-care decisions within the family and have a child-newborns to 18 years old-with an acute condition and who had spent at least 3 consecutive days in a hospital

Solution

ans

1) a)management decision to intensifiy the hospital

b) how to withstand the competitor.

c)improper advertisement

d)lack of creative staff