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Essay / Research Paper Abstract
This 7 page paper compares and contrasts the differentiation and positioning of two New York Hospitals; Maimonides Hospital New York University Hospital. Both of these are located in Brooklyn. The approaches to marketing and the way the hospital seeks to appeal to their markets are assessed. The bibliography cites 3 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEmelNYU.doc
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Unformatted sample text from the term paper:
other to gain customers. Hospitals that do not undertake active marketing are likely to lose customers and see reductions in revenues (Managing the Margin, 2008). Hospitals are services providers, in
line with other service providers they will use marketing techniques and can be examined using marketing principles when examining the way in which they compete. Two concepts found in marketing
are those of positioning and differentiation. Looking at Maimonides Hospital in Brooklyn and New York University Hospital in Brooklyn both of the organizations are offering very similar services, in the
same geographical area. This would indicate that they are competing for many of the same patients. One approach to examining them is to compare their similarities and differences with respect
to their positioning and differentiation. Positioning and differentiation can be considered in conjunction with each other, the way that an organization is positioned may help to support differentiation. Likewise, the
way that an organization develops differentiation may help in terms of its positioning. Positioning is the way in which any organization designs and then communicates the image and values of
its brand, product or services so that it occupies a meaningful position within the minds of the target market. Positioning undertake to appeal to a large market, or maybe a
niche market, depending upon the way that the organization wishes to compete. It will also reflect the market position depending upon the types of services offered, brand organizational values, pricing
and a types of target customers in wishes to attract. Differentiation is the way in which the firm presents itself as different
to its competitors. For differentiation to be effective the differences that are developed and promoted need to be differences that are valuable to the customers or patients. With hospitals having
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