Introduction to Environmental Analysis

Abstract

This chapter deals with analysis of the total environment in which the health care or social service institution must operate. The marketing variables of products, price, distribution, sales force, advertising, sales promotion, publicity, and the like should be critically evaluated. A marketing information system is “an organized way of continually gathering and analyzing data to help marketing managers make decisions”. An organization’s management require a multitude of information. In general terms, it has been determined that firms seek information about marketing problems and opportunities, acquisition leads, technical data, broad issues, and other material. Companies have many available sources which can provide marketing research. Many large firms have in-house marketing research departments. Since health care providers have “discovered marketing” only recently, many health care institutions will probably have an in-house department. Marketing research is the gathering and analysis of information to help marketing managers make better decisions.