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Shaping and Managing Product and Service Offerings

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What are the differentiating characteristics of products and services? ... Intangibility. Inseparability. Variability. Perishability. LO2. ... – PowerPoint PPT presentation

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Title: Shaping and Managing Product and Service Offerings


1
  • Chapter 9
  • Shaping and Managing Product and Service Offerings

2
LEARNING OBJECTIVES
  1. What are the differentiating characteristics of
    products and services?
  2. How can a health care organization build and
    manage its product mix and product lines?
  3. What are the major tools for distinguishing your
    product offerings from competitor offerings?
  4. How can a health care organization differentiate
    and market its service offerings?

3
LO1. What are the differentiating characteristics
of products and services?
  • Product characteristics
  • Nondurable goods
  • Durable goods
  • Services
  • Service characteristics
  • Intangibility
  • Inseparability
  • Variability
  • Perishability

4
LO2. How can a health care organization build and
manage its product mix and product lines?
  • Product mix
  • Width - number of product lines
  • Length- number of items in the mix
  • Depth - number of variants of each product
  • Consistency - relation of product lines
  • Product lines
  • Purpose - according to mission
  • Sales and profits - measure of revenue
  • Market profile - position against competitors

5
LO3. What are the major tools for distinguishing
your product offerings from competitor offerings?
  • Place
  • People
  • Equipment
  • Communication material
  • Symbols
  • Price

6
LO4. How can a health care organization
differentiate and market its service offerings?
  • Product-line Analysis
  • Calculate costs, revenues, and margins by DRG
  • Group DRGs by product-line and measure margins
  • Make effective marketing management decisions
  • Analyze market share
  • Calculate costs of increasing market share
  • Replicate product-line analysis for other
    products
  • Measure marketing return on investment

7
CONCLUSION
  • Every health care organization has to define its
    products and services
  • The health care organization has to define its
    product mix based on the hospital product line
    analysis, which changes as the organization
    changes
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