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Essay / Research Paper Abstract
This is a 5 page paper that provides an overview of market segmentation. Brooke Army Medical Center is used as an example, with lifestyle analyses conducted on the San Antonio community. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: KW60_KFmkhosp.doc
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Unformatted sample text from the term paper:
naturally necessitates embracing a more nuanced marketing strategy that is capable of addressing the specific value- and resource-driven needs of the market in question. For the health care industry, this
can be especially challenging, as facilities have to market their services to a variety of market segments on the basis of localized geodemographic information. This paper will explore Brooke Army
Medical Centers efforts to establish a functional lifestyle analysis to drive marketing segmentation within the city of San Antonio, Texas. This paragraph helps the student introduce the facility in question
and give a brief description thereof. Brooke Army Medical Center is a facility that operates under the auspices of the United States Army Medical Command. Most importantly, it operates the
United States Army Burn Center, which is one of the pre-eminent facilities for treating soldiers suffering from burn-related trauma. Naturally, the facility also services the surrounding community with an impressive
array of the usual healthcare-related products and services such as general medical practice, obstetrics, x-ray facilities, and so on. As such, it is necessary for Brooke Army Medical Center to
conduct a well-constructed analysis of the communitys demographics in order to be able to effectively segment its market in preparation of a fully realized marketing strategy. In preparation for
marketing to the community, it is first necessary to make an analysis of the predominant lifestyle attributed to the residents of the community, particularly as this affects purchasing decisions and
perception of public institutions such as healthcare facilities in a direct fashion. Lifestyle analyses are typically, are their core, based on demographic data, so a brief assessment of the major
demographic information for San Antonio is in order. According to the citys Department of Planning, which utilizes information from the United States Census Bureau, the communitys racial makeup is some
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