Marketing Research And Segmentation Essay

1200 words - 5 pages

Marketing Research and Segmentation Problem
Ashley S. Ray
HCS 549
December 24, 2012
Andrea Linder

Marketing Research and Segmentation Problem
Research guides your business’s marketing plan and the four P’s of marketing: product, price, place and promotion. This research gives one the information to determine the essential details of each crucial variable. Sales research helps determine where to place your product- geographically as well as an online strategy. Demographic research details habits of your consumers, including where they get their information so one can make smart advertising buys to promote products or services.
Obstetrics and Gynecology Specialists is located in ...view middle of the document...

They also offer a full service lab with most test results available the next day.

Market segmentation is the process of dividing a market into meaningful, similar and identifiable groups. Following are three ways that segmentation is important: (1) enables marketers to identify customers with similar needs and buying behavior, (2) allows for the tailoring of the marketing mix to specific segments, and (3) consistent with marketing concept of satisfying customer wants and needs. Segmentation for consumer markets includes:
* Geographic : by region, country or climate
* Demographic: by age, gender, income, ethnicity, family and lifestyle
* Psychographic: by personality or lifestyle
* Benefit: by the benefits customers seek
* Usage-rate: by the amount of product bought or consumed
This facility could segment their market into obstetrics and gynecology. Since this type of facility is strictly composed of women as patients or consumers, this facility appeals to mainly women who are 18 years or older. Macon (Bibb County) is the fourth largest city in Georgia with a population of 156,433. Of this estimate, 52.7% are female. According to the North Central Health District, there were 2, 309 births in Bibb County in 2011. The age ranges were as follows:
* 10-14 years old: 6 births
* 15-17 years old: 104 births
* 18-19 years old: 184 births
* 20-24 years old: 754 births
* 25-29 years old: 585 births
* 30-34 years old: 461 births
* 35-39 years old: 178 births
* 40-44 years old: 35 births
These figures only include birth rates for Bibb County, which include all races and ethnicities. Bibb County is surrounded many other small towns that are included in the North Central Health District. These areas are all located within one hour or less from OB/GYN Specialist. In addition to Bibb County, the areas serviced are Baldwin, Crawford, Hancock, Houston, Jasper, Jones, Monroe, Peach, Putnam, Twiggs, Washington, and Wilkinson. With this facility being in practice for generations, there name and reputation draws patients from many counties. Compared to other health districts, North Central Health District is one of the highest percentages for births. As one can see, the market for an obstetrics provider is essential to the community. Another factor that draws patients to this facility is the acceptance of Medicaid. Georgia has a program called “Right from the Start Medicaid” for pregnant women. This program pays for medical are for pregnant women, including labor and delivery, for up to 60 days after they give birth. Pregnant women who qualify are entitled to the full-range coverage of Medicaid services. Services covered include doctor visits, prescription drugs, and inpatient and outpatient hospital services. Pregnant women may qualify if their monthly income does not...

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