Physical Evidence

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PHYSICAL EVIDENCE TEAM ACTIVITY
THIS WORK TO BE COMPLETED THURSDAY, OCTOBER 24TH This activity will begin with analysis of the “Dr. Beckett’s Dental Office” Case, on pages 510-513 of the textbook. We will be developing understanding of her strategy, and then doing some work on design of tactics to support the positioning, especially physical evidence. Marketing strategy includes three parts: (1) segment the market, (2) choose a target segment, and (3) position the service accordingly. Discuss the case and then answer the following questions. Keep your answers in a word file for use next week. 1. What is the core service provided by a typical dentist? What supplementary services (both facilitating and enhancing) seem to be offered? The core service provided by a typical dentist is taking care of the teeth issue. The facilitating services, they provided information services, payment methods services, order taking services, and billing services. They provided information services, because two of the employees are in the front- office, included receptionist and secretarial tasks and financial/ budgeting work. They can give all the information about direction to the service site, schedules/ service hours, reminders, documentation, confirmation of reservations, summaries of account, pricing, receipts, and tickets, etc. Also, in the reception can provided payment methods services, such as use card, check, etc. The receptionist also provides the order taking services, such as telephone and web order entry, check- in, etc. Also, for the order taking, office policy specified that patients should be kept waiting no longer than 20 minutes without being given the option to reschedule, and employees often called patients in advance if they knew there would be a delay. They also fill in cancellations to make sure office capacity was…...

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