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Essay / Research Paper Abstract
This 4 page paper discusses the U.S. Naval Hospital on Guam from a marketing perspective. Bibliography lists 6 sources.
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4 pages (~225 words per page)
File: D0_HVUSNHGu.rtf
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products and services. This paper answers questions with regard to the competitive advantage enjoyed by the U.S. Naval Hospital on Guam, Marianas Islands. Discussion What advantages does the hospital enjoy
that others do not? There is of course one tremendous advantage: the hospital is the only medical facility on the island for the U.S. military personnel who are stationed there.
It is not the only hospital, but it is the only one for service personnel. Since the U.S. has a number of bases on Guam, and since the island is
an "accompanied tour," meaning families come along with the service member, the hospital has what might be termed a "ready made" clientele. There is literally nowhere else they can go
for treatment. The downside is that the hospital has to guard against any tendency to provide inferior service because they have a monopoly. Marketing Objectives. According to one source, the
reason for marketing is to attract new customers and more of them (How to shop for your healthcare, 2004). However, hospitals are in a strange situation: nobody really wants their
product. In the case of USNH Guam, there are no competitors to entice customers away from, so the hospital should probably look at their marketing objective as being one of
reassuring people that if they come to the hospital, they will get the best care possible, with the latest technology, and be returned to their families as quickly as possible.
Marketing Environmental Variables. One article discusses eleven different marketing environmental variables and the effect they have on the "marketing mix/SBU performance relationship" (Shipp and Lamb, 1996, p. 143). Although this
is not of particular concern to us, it gives us a list of variables that we can discuss in connection with USNH Guam. According to the article, some environmental variables
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