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Essay / Research Paper Abstract
A 4 page paper discussing the current distribution channels of the U.S. Naval Hospital on Guam and suggesting ways that the hospital can extend those existing channels to increase service and perhaps reduce operating costs. Current distribution of services certainly is adequate, but as Deming (1986) noted, improvement is always possible. The hospital has opportunity to enhance current distribution in the absence of crisis motivation to further enhance the service it currently provides. Bibliography lists 7 sources.
Page Count:
4 pages (~225 words per page)
File: CC6_KSmktgDistHospG.rtf
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Unformatted sample text from the term paper:
As stated in a previous paper, the U.S. Naval Hospital, Guam, is a government and military organization limited in the patients it can accept. Even in the face
of those limitations, however, it still has the ability to alter its distribution channel to provide more service and less cost to those it serves. Current Distribution
The length of the distribution channel of the U.S. Naval Hospital on Guam is limited by two primary factors. One is the nature of its
business, which is providing both responsive and proactive health care to those associated with the U.S. military in some verifiable way. The hospital offers health-related services to individuals, effectively
keeping the length of its distribution channel quite short. The other factor affecting the hospitals distribution channel is the lack of availability of similar services on the island.
One other hospital can provide services to individuals, but it does not operate at the same high level as the U.S. Naval Hospital, Guam. The island location prevents island
residents from traveling away from Guam for medical attention and also provides a barrier preventing nonresidents from seeking the hospitals services. Thus there is not a great deal of
outside influence on the distribution channel and also very little potential for either vertical or horizontal conflict within the distribution channel. Allen (1999)
explains that the distribution channel "is a set of interdependent organizations or intermediaries involved in the process of making a product available for consumption." It directs "the flow of
products from producers to customers" (Allen, 1999), operating in response to either "pull" or "push" forces along the channel. The organizations purpose is to establish an optimum balance of
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