营销书后案例答案15

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1、CASE15TEACHINGNOTESTHEOPTICALSHOP1.IdentifythekeyissuesfacedbytheOpticalShop.Issue#1:ShouldtheOpticalShopincludeabrochurewithappointmentconfirmationletters?Issue#2:ShouldtheOpticalShopaddasecondoptometrist?Issue#3:ShouldtheOpticalShopofferanexplicitwrittenguarantee?Issue#4:Iftheaboveissuesare

2、allimplemented,whatotherchangestotheClinic’soperationwouldbenecessary?2.ProvidethreealternativesolutionsforeachofthekeyissuesfacedbyTheOpticalShop?3.Discusstheprosandconsofeachalternativesolutionprovidedabove.(#2and#3arediscussedbelow).Issue#1:ShouldtheOpticalShopincludeabrochurewithappointme

3、ntconfirmationletters?Advantages:1.ManyoftheClinic’sophthalmologistswerereluctanttorefertheOpticalShoptotheirpatients—theyfeltliketheywereactinglikeretailsalespeopleasopposedtobeingmedicalpersonnel(person/roleconflict).ThebrochurewouldhelpthesepatientsbecomeawarethattheOpticalShopexistedandre

4、movethepressurefromtheophthalmologists.2.Sendingthebrochuretoclientswouldactasapullstrategyasopposedtothetraditionalpushstrategy(e.g.,patientshavingprescriptionsfilledwhererecommendedbydoctors).3.Thebrochuremayhelpdispelperceptionsthatnon-salepricesareloweratcompetitors.4.Ifsuccessful,theOpti

5、calShopwouldaddrevenuesandincometotheClinic.5.OpticalShopcustomerstypicallyhavecomplexissueswhichshouldmakethemlesspricesensitive.GiventheClinic’sreputation,abrochurewouldlikelyincreasebusinessprovidingaddedconveniencetocustomersandcontinuityofcarefortheClinic’smedicalstaff.6.Giventherestrain

6、tsplacedontheOpticalShopbyitstax-freestatus,abrochureisoneofthefewinternalmarketingoptionsthatisnotcurrentlybeingexploited.Currentinternalmarketingapproachesincludeword-of-mouthamongpatients,referralsfromdoctors,asmalldisplaycaseinsidetheclinic,asign,andphysicallyplacinganoptometristwithinthe

7、OpticalShop.7.SendingbrochureswithappointmentconfirmationlettersmakessenseinthattheClinicisnotallowedtomarkettoanyoneotherthanexistingpatients.Currently,ClinicpatientsandDHMCemployeescomprise70%oftheOpticalShop’sbusiness.Disadvantages:1.Somef