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hsa505-w8-p4.pptxHealth Services Strategic Marketing HSA505
George Day’s Market Orientation Model
Welcome to Health Services Strategic Marketing.
In this lesson we will discuss George Day’s Market Orientation Model.
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Topics
Adopting a Market-driven Mind-set
The Market Orientation Model
The following topics will be covered in this lesson:
Adopting a Market-driven Mind-set; and
The Market Orientation Model.
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Adopting a Market-driven Mind-set
Accurate Assessment of Customer Wants And Needs
Forward thinking marketers understand that marketing success is largely based on how well they assess and address the markets they serve. This requires among other things, the accurate assessment of customer wants and needs, the provision of products that effectively address those wants and needs, and proactive assessment and management of competitive threats in the environments.
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The Market Orientation Model
Entity Shared Knowledge
Culture
Capabilities
Configuration
Healthcare organizations seeking to become market driven must shift their focus to the market. To assist organizations in this transformation, the Market Orientation Model can be used. This model is depicted by a diagram that presents the components of a market-driven organization. The Market Orientation Model consists of an oval, representing the internal environment of an organization, which encompasses a service of four circles, representing the entity’s shared knowledge base and the three elements of a market orientation which are culture, capabilities, and configuration.
Culture that is externally oriented, represents the first element of Day’s Market Orientation Model. Culture is the group of values, beliefs, and behaviors embraced by an organization.
Capabilities represent the second element of Day’s Market Orientation Model. Market driven organizations must possess distinctive capabilities in the areas of market sensing, market relating, and strategic thinking.
Configuration represents the third and final element of Day’s Market Orientation Model. This specifically involves the establishment
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Summary
Adopting a Market-driven Mind-set
The Market Orientation Model
We have reached the end of this lesson. Let’s take a look at what we’ve covered.
We first talked about Adopting a Market-driven Mind-set. Forward thinking marketers understand that marketing success is largely based on how well they assess and address the markets they serve. This requires among other things, the accurate assessment of customer wants and needs.
Then, we discussed The Market Orientation Model. The Market Orientation Model consists of an oval, representing the internal environment of an organization, which encompasses a service of four circles, representing the entity’s shared knowledge base and the three elements of a market orientation.
This completes this lesson.
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