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Homework Chapter 12 Open-Ended Questions 1. Describe how MinuteClinic puts the following promotion strategies to work for them: stressing tangible cues, using personal information sources, creating a strong organizational image, and engaging in post-purchase communication. What else could they try? MinuteClinic has managed to implement a variety of promotional strategies along time. Within the tangible cues we can find the physical evidence of the service such as the team of experts who are the nurse practitioners and physician assistants. Also they created a children’s area during the flu crisis of Minnesota and implemented to their facilities televisions, coloring books, and videos. The personal information source in this case…show more content…
How did it impress customers with tangible physical evidence that the clinics cared about them? MinuteClinic demonstrated reliability and responsiveness very quickly as the outbreak in Minnesota rapidly created a huge demand for flu shots. MinuteClinic quickly put a plan in place to address the crisis. Instead of boosting staff at all facilities in the Minneapolis area, the company chose a hub-and-spoke approach for better inventory control, offering the shots in only eight MinuteClinic locations. This effectively shows their ability to respond immediately to unexpected events and ultimately reflect their willingness to help by creating an image of reliability. They also impressed patients by creating children’s areas to make the wait easier for families, adding televisions, videos, and coloring books to keep little ones entertained. This is how MinuteClinic proved that they care for the wellness of their community. 4. How important has MinuteClinic’s place (distribution) strategy been to the company’s success? Which elements does MinuteClinic focus on with its marketing mix? Why? -The distribution strategy they decided to implement played very well in their advantage. As a 2006 Harris Interactive poll reported that 92 percent of the people who visited a retail clinic were satisfied with its convenience. - MinuteClinic focuses on all elements: * Price: they offer low prices services, compared to how
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