Marketing Intelligence and Planning Survey †MyAssignmenthelp.com

Question: Discuss about the Marketing Intelligence and Planning Survey. Answer: Introduction A service company is a firm with a specialty in delivering processes and experiences that are intangible to their clients such as hotels, health, and transportation companies. Services marketing mix is the combination of some elements that are used by enterprises in services industries to communicate organizational and brand message to customers (Rafiq, 2016, pp.4). The 7Ps identified in the case are discussed below. Developing the right product is at the core of the success of any organization. There is a need identifying process and hatching a product with the good quality, and that which satisfies the need. The product in the case study is the dentistry services. Dr. Beckett new facility is revamped and well furnished with modern decoration, technology, and furniture. The technical equipment is advanced, look new and spotlessly clean. The presence of art of state facility is critical for marketing of her business due to the comfort and perceived quality. The firm, therefore, gains a reputation and brand of high quality and gains traction as a result (Hunt and Goolsby, 2011). Promotion is essentially the mode that a company communicates its core business and what it offers to its potential clients. For it to achieve its intended task, promotion ought to be appealing and command attention. Dr. Beckett's dental practice facility has an element of quality and class in all its processes and procedure and not forgetting its premises (Rodrguez, Rabanal and Rubio, 2017, pp. 178196). The facility provides its customers with excellent before, during and post procedural treatments. The firm has the mission statement visibly portrayed on the wall of the waiting room that communicates the intention of the business to its customers thereby selling the business (Blythe, 2009). The mission reads in part, It's our goal to provide superior dentistry I an efficient, profitable manner within the confines of the caring, quality environment.'' The facility also treats its patients to special offers and post procedural treatment. The patients are given thank you cards and follow up calls after procedures; a caring act meant to tighten the relationship between them and the dental team (Wilson, 2012). Patients are also given goodie boxes containing items critical for proper dental care like toothbrushes and paste. Blankets and pillows are also offered to patients who by situations need them. The firm stands to gain a long term partnership relationship as a result of these promotional elements that depicts the quality of services (Lovelock, Wirtz, and Chew, 2011). Price is a critical factor in marketing and largely determines the fate of the business through revenues. The product or service is only worth what potential clients are willing or prepared to pay. The pricing needs to be competitive yet with reasonable profit margins. The cost of services in the case study made Dr. Bickett to make hard decisions. She decided to opt from the controversial HMO because the price of services dictated therein could not sustain her business mainly because she wanted to offer high-quality services. She decided to relocate her business to another town and revamp everything including infrastructure, processes, and operations to bring out the quality in her services and justify her pricing (Journal of Islamic Marketing, 2012, pp. 212-216). This major decision enabled her to achieve the highest level of dental care at an extra cost to its patients. This decision also meant that patients who could not afford her prices had a decision to seek treatment from other facilities operating under the HMO scheme. Dr. Bickett had value added elements in her services like goodies, offers and post follow ups measures that justified her high prices (Zeithaml, Bitner and Gremler, 2013). The place element entails the right and quality location where the patients receive their services and the means of distributing the same. Dr. Beckett moved her business from a previously unappealing location and office to an attractive, pleasant place for her staff and patient. The premises were classical and serene perfect environment for patients. Patients are naturally attracted by an appealing environment. To this effect, the business owner is likely to benefit a long term close relationship with them translating to revenues (Booms and Bitner, 2011, pp. 47-51). The physical evidence is an element of the service mix that enables one to make a judgment to an organization based on appearance and service received. They are the material cues including the paper work; staffs contact experience and many others (Luan and Sudhir, 2010). Inside the facility, the waiting room is modernized with arts, television screens which displayed very informative dental procedure and care; smooth entertainment and children toys to pre-occupy the patients while waiting to be attended. She had also provided magazines and other literature for the same purpose. Dr. Beckett's dental staff team is very friendly and professional to the patients. They carried out their procedures within the stipulated timelines and also advised patients on the rescheduling of processes depending on the queue. The process is the flow of activities by which services are consumed. It is an important factor to market any business because it depicts the quality levels and culture of the organization. Dr. Dickett dental practice has value adding processes aimed at providing a standardized quality of service to its patients without errors. The facility has redesigned system in place like the billing and re-ordering systems to achieve efficiency and efficient service delivery. Time is allotted for every procedure and, therefore the dental team had to work diligently to deliver within timelines (Shimizu, 2016, pp. 25-62). This is an important factor and a manifest of quality when systems and procedures are organized, predictable and auditable. People refer to the human element that delivers the services through established systems and procedures. The quality in an organization is judged from the look of the facility and importantly interaction with the front office workers and the rest of the team. Dr. Bickett facility had seven employees and her making it a total of 8. The team was organized into those working at the front and back offices depending on their qualifications. The team had uniforms for identity and neatness purposes. Besides, she had natured a friendly and professional team to the patients courtesy of her values and objectivity to the course (Google Trends, 2015). The culture that guided her interaction with the employees was translated down to the patients. Her team was cohesive and worked together towards the sole goal of high-quality service delivery without distracted by attitude and arrogance that could dent the reputation of the firm. Service quality and productivity relate to the case Productivity and quality service delivery are intertwined factors in this case study. The Dentist implies in her decision to relocate that she moved from a place that was cramped and luckily procured a spacious office with serene environment. The productivity of her team was directly impacted by the organization in her office and space available. Therefore, the new spacious and better organized new offices she acquired significantly improved the rate and quality of services of her team thereby satisfying her customers. Patients education is an important factor because it derives trust and confidence from the patients as they become familiar with processes and know what is expected of them. Dr. Bickett had a fairly large number of patients who streamed her facility due to its reputation. Her good and quality services attracted close to 2000 patients who were majorly professionals with white collar jobs and employees in other organizations gained through referrals who would market the organization through word of mouth. The facility had resources and systems in place to offer knowledge to its clients. She has magazines and education films in the waiting room that are informative on the dental procedures and post treatment measures to patients. Dr. Bickett ensured that her new patients were treated to the new patient examination and feedback that distinguished her services from the rest (Solis, 2011, pp. 201-202). Supplementary services are those services offered to complement the major procedure done. They are also a manifest of quality and commitment to the facility. Dr. Bickett Dental precise had some supplementary services. Post procedure services like follow ups on patients to know their condition. She also educated her patients on dental procedures and health practice The contrast of my own dental care experiences with that offered by Dr. Beckett practice. My dental experience has not been largely different from that one offered by Bickett facility. I had visited a dental facility for a procedure and witnessed pain and agony in the patients. The waiting rooms had large pictures of the dental formula displayed and some chats on dental care. Dr. Beckett's facility is advanced with modern technology with predictable systems in place. She has invested a lot in material cues and the culture of her team which uplifts the standards of her services. I would advise Dr. Beckett to proceed on that path and even expand her business to offer dentistry training on acquiring the required documentation and authorization. My former dentist needs to improve service delivery because it determines the reputation of his firm. Further, he should invest more in training his team to be professionals and implement a good public relations strategy to improve his business. Finally, he should offer value for money to his patients. References Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd. Booms, B. and Bitner, M (2011). "Marketing Strategies and the Organization Structures for the Service Firms." Marketing of Services. American Marketing Association, pp. 4751. Google Trends (2015). 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