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Week 5 Project

Instructions

A New Marketing Opportunity

Before beginning work on this assignment, please review the expanded grading rubric for specific instructions relating to content and formatting.

The CEO of your firm has just announced that the organization is
considering two diverse strategies to increase business: marketing
healthcare services to the mature healthcare consumer, or marketing
healthcare services to international consumers.

Read the following two articles:

Fell, D. (2002). Taking the U.S. health services overseas. Marketing Health Services, 22(2), 21-23.

Click here to read the article.

Marsh, D. (2010). Marketing to the mature marketplace. Marketing Health Services, 30(1), 12–17.

Click here to read the article.

NOTE: You will draft two separate marketing proposals for the organization. Each proposal should be based on a marketing strategy covered in the course.

• Explain which proposal best supports the marketing opportunities
  outlined by the firm’s CEO. In other words, does targeting one or the
  other group make sense in light of either of the proposals you have just
  drafted?
• Decide which (if either) of the strategies should be a part of your
  marketing proposal. Explain why and be sure to address each of the
  following: The opportunities available to the organization by marketing
  healthcare services to the mature marketplace and the opportunities
  available to the organization by marketing healthcare services to the
  international consumer. How either or both of the opportunities
  compliment or conflict with the organization’s current marketing
  strategy. What recommendations you would make to the CEO concerning the
  two proposals.