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Healthcare offering

Question Description

Choose one of these two discussion prompts:

  1. Locate an ad that seeks to influence the acquisition of a healthcare offering or service. Identify the specific consumer decision-making unit that might be affected by this ad. How do you think this ad will affect the consumer’s behavior?
  2. You have just inherited $1 million. After paying all your outstanding student loans, you decide to start a healthcare enterprise. What business are you in? Is it for-profit or non-profit? What segments would you choose to serve? Briefly describe the steps you would take to divide the broad market into your selected segments. Will you use a concentrated or differentiated targeting strategy? Identify the key market segmentation variables that you would use, and explain why.



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