Assess the value of target marketing as an effective health care marketing strategy. Appraise the degree to which vertical and traditional segmentation help marketing managers use target marketing strategies.

Part One

Please respond to the following: “Brand Stretch Spectrum and Market Product Grid” (2 pages

with references )

• Assess the importance of evaluating newly developed health care products in order to determine whether the products should carry existing brand names or whether they should be assigned new brand names. Suggest realistic branding strategies needed for marketers to evaluate newly developed health care products or services. Provide support for your rationale.
• From the e-Activity, determine whether or not the product offerings that you selected are consistent with the perceived selections of the given health care entity. Explain your rationale.

Part 2

Please respond to the following: “Lateral Marketing Strategy” (2 pages with references)

• Assess the value of target marketing as an effective health care marketing strategy. Appraise the degree to which vertical and traditional segmentation help marketing managers use target marketing strategies. Support your rationale with at least two (2) specific examples of target marketing within a health care organization with which you are familiar.
• Evaluate the impact of lateral segmentation in encouraging marketing managers to look broadly at markets in order to identify previously overlooked opportunities. Provide at least one (1) specific example of quality initiatives within a health care organization.