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Sample Coursework Paper on KA1 Skill Builder: The Application of the Total Product Concept Pioneered by Theodore Levitt in Developing Marketing Plans for Start-ups

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Sample Coursework Paper on KA1 Skill Builder: The Application of the Total Product Concept Pioneered by Theodore Levitt in Developing Marketing Plans for Start-ups
Introduction

Theodore Levitt in his research study came up with the Total Product Concept in the year 1980. He pioneered and introduced the concept in his research paper entitled “Marketing Myopia” that was published in the Harvard Business Review. The Total Product Concept is also known as Levitt’s Rings. (Levitt, 1960) in his research findings argues that a product poses four major dimensions. They include the generic or core product, the expected or actual product, the augmented product and the potential product. The Total Product Concept is intended to facilitate concise understanding on how corporations and their Marketing and Sales Departments can market and sell their goods and services (Levitt, 1980). Using the Total Product Concept methodology can enhance the salesperson’s ability to create possible strategies of effectively promoting a product by optimally evaluation the possible proposed strategies. This paper will examine the application of the Total Product Concept in setting up the Vista Paediatric Dentistry, which is intended to be medical services start-up within the local community. Furthermore, this paper will critically analyse and come up with an annotated bibliography of five scholarly journal articles on the topic of internal marketing.

Introduction
Deliverable 1

Consider that I am administrator working on behalf of a paediatric dentist who is interested in establishing a new clinic in the local community. For this clinic named Vista Paediatric Dentistry use Theodore Levitt’s Concept (TPC) to develop an associated business plan. First and foremost, the generic product at times referred to as core product is to deliver affordable dental care for children aged between five and twelve years. The primary benefit derived from the product would be ensuring that these children aged between five and twelve years enjoy proper dental and oral care in their early childhood in order for them to have strong teeth and gums when they mature as adults. Children have many dental and oral care problems as they are growing up such dental cavities, tooth decay, an infectious disease known as dental caries, bleeding gums and other gum diseases and dental injuries just to mention a few. All of these factors put together may cause complications when they mature into adulthood.

Furthermore, children should be offered proper dental and oral care from their infancy through their teenage hood. This is the period from when they start losing their primary teeth to a period they been fully replaced by secondary teeth. From these services the actual product also known as the expected product is dental or oral care. In packaging and styling the oral and dental services, a proper methodology needs to be adopted. The Vista Paediatric Dentistry needs to have a threshold on the number of specialist dental paediatricians it should have in the clinic. This will facilitate accreditation of the clinic locally, regionally, nationally and even globally. This will earn Vista Paediatric Dentistry more referrals and thus keeping it afloat. Word of mouth is most predominant form of marketing of getting people to identify your products/services.

Additionally, incorporating partnerships with various prominent universities offering the Medicine curriculum course will play a key role in increasing the footprint of Vista Paediatric Dentistry. The intention here is to offer internship opportunities for Medicine students and encourage them to pursue and specialise in the field of dentistry. The field of dentistry is one of the highest paying professions in the world particularly in the specialisation of dental orthodontics but remains relatively obscure and does not attract many applications at institutions of higher education. Because of the shortage of highly qualified dentist professionals, there is great demand leading to the professionals pocketing a fortune in their services.

Deliverable 2

Paediatric dental professionals are in high demand due to increasing number of children in the world as a result of continuous tremendous growth in the global population.Furthermore, Vista Paediatric Dentistry has to purchase state of art medical equipment for the dentistry services and invest in the technical know-how of operating these machines. A myriad of medical equipment resources such as X-Ray machines, special medical beds and sits for patients are required in order for the clinic to be fully functional. Having all the necessary medical equipment required under one roof will be a major stride in ensuring that our services start out in the market smoothly and its longevity in the business world. These packages of specialised personnel and state of the art medical equipment will ensure timely service delivery.

Moreover, Vista Paediatric Dentistry has to employ additional support staff such as accountants, customer care, marketing specialists, receptionists and supply chain manager just to mention a few  to facilitate the running of the clinic in an efficient manner. The brand name as has been mentioned will be Vista Paediatric Dentistry. Furthermore, the branding, advertising and public relations can be outsourced to specialist to deal with. Various modes of payment such as insurance, debit cards, credit cards, online payment channels (for instance PayPal) and mobile money payments channels need to be adopted by the organization to encourage flexibility. The styling of the services provided by Vista Paediatric Dentistry will also play a crucial role in differentiating our services in the market.

Currently, the dentistry sector is not competitive as it has very few professionals thus there is a great demand in the services (Fortenberry, Jr., 2009). The establishment of Vista Paediatric Dentistry has been motivated by the factor hence business is expected to pick up quite well if not rapidly in the market. The market dynamics in the paediatric dental sector does not interrupt the industry at all. Furthermore, statistics indicate that majority of the population in US is comprised of youth and children. This presents an untapped goldmine in the provision of paediatric dental services. The brand values should strewn with ethical and social values, for instance, the mission should be set as providing quality and affordable paediatric oral and dental care. Vista Paediatric Dentistry is also contemplating using celebrity endorsements to increase its exposure in the market. Aligning an individual brand with a certain celebrity is crucial for a company to earn intangible dividends particularly from the customers.

Deliverable 3
Bienstock, C. (2015, January). The Personal Side of Relationship Marketing. InProceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 481-482). Springer International Publishing.

(Bienstock, 2015) argue that business organizations need to focus on establishing what is termed as “personal side” relationship when dealing with their clients. This is crucial particularly in ensuring they retain their customers in the end. Establishing such relationships with customers is a key way of ensuring that customers are satisfied in the delivery of services and feel appreciated by the service providers. This measure is intangible. Incorporating a personal dimension in marketing relationships is crucial when crafting strategies of internal marketing. In the context of Vista Paediatric Dentistry, their services should ensure they maintain a personal touch with their customers such as recommending nutritious diets and brushing their teeth regularly. Such pieces of advice can develop long-term relationships between the patient and the specialist doctors.

 

 

Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of export ventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science39(2), 252-269.

            (Murray, Gao& Kotabe, 2011) research study aims at delving into the internal factors within an organization that influences the performance of an organization in export markets. Data was collected from four hundred and ninety one export-oriented enterprises in China. The results that were obtained indicate that the factors that influence the strength of a business organization in export markets include the capability of an organization to market itself, which is the primary reason. Moreover, competitive advantages, which are a secondary reason partially, influence the performance in export markets. Turbulence within the markets may affect the development of a new product in the market while on the other hand stiff competition may play a crucial role in the development and success of a new product in the product. Organizations have to come up with a strong mechanism of coordinating their markets rather than continuously focusing on cost reduction. In the context of Vista Paediatric Dentistry, the clinic needs to up its marketing division in order for it to rope in more clientele, which translates in increased revenues and profit margins. Conclusively, a business enterprise has to relentlessly focus on marketing strategies that will increase its exposure both in the national and international markets.

Suleiman Awwad, M., & Mohammad Agti, D. A. (2011). The impact of internal marketing on commercial banks’ market orientation. International Journal of bank marketing29(4), 308-332.

(Suleiman Awwad & Mohammad Agti, 2011) put forward that internal marketing, full commitment by an organization and citizenship behaviours within an organization had a significantly positive impact on the market orientation of commercial banking institutions in Jordan. The methodology primarily used in the collection of data was quantitative. Data was collected from the employees of non-state owned commercial banking institutions in Jordan. The sample of exactly three hundred and sixty five employees from seven of the total thirteen commercial banks in Jordan was collected. It was critically analysed to determine the correlation that exists between various factors. The practical implications that were derived from the study include strategically utilizing internal marketing as a tool in their core business routines and operations to meet the goals and objectives set by the commercial banks. Additionally, these will enable them to meet the demands of their employees. Consequently, employees can demonstrate their undeterred commitment to the organization and loyalty through corporate citizenship. In the context of Vista Paediatric Dentistry, internal marketing should be taken as a strategy in order to align the objectives of the business with the strategy and make sure they are achieved. Furthermore, it could employee loyalty.

Prasad, M. R., & Krishna, K. S. (2013). Changing face of companies and role of Internal Marketing. Journal of Contemporary Research in Management1(1).

(Prasad & Krishna, 2013) argues that internal marketing is an important technique in ensuring that employees are motivated. Internal marketing might help employers comprehend the personal needs and requirements that employees might demand. This is crucial factor in ensuring the success of an organization. Work force development within an organization is vitally very important. Satisfaction of employees within an organization leads to improvement in service delivery thus ensuring that customers are satisfied along the chain of service delivery. In the context of Vista Paediatric Dentistry, adopting measures of internal marketing within an organization may lead to tremendous employee satisfaction, which is commensurate with customer satisfaction.

Tsai, Y., Wu, S. W., & Chang, S. T. (2012). Internal marketing establishes the culture of market orientation. In Business, Economics, Financial Sciences, and Management (pp. 471-479).Springer Berlin Heidelberg.

(Tsai, Wu & Chang, 2012) research paper identify that there is a great correlation between internal marketing and market orientation of an organization. Their paper was based on data collected from four hundred and ninety district hospitals accredited in Taiwan. Four hundred and ninety one questionnaires were sent to these hospitals but only received one hundred and four responses. These data was then analysed using the statistical software package, SPSS. There was analysis of descriptive and inferential statistics. Then a multiple linear regression was conducted to establish the correlation between internal marketing and market orientation. In conclusion, the report found out that the market orientation of an organization is greatly influenced by the degree of internal marketing.

Conclusion

            From the findings of this paper, the degree of internal marketing that is carried out within an organization has a significantly great impact on the market orientation of an organization. Furthermore, internal marketing influences the satisfaction of employees and consequently, the customers. Internal marketing may play a key role in influencing whether the objectives and goals of an organization can be achieved. However, further research needs to be carried out to study the impact of internal marketing particularly on start-ups.

 

 

 

 

 

 

References

Bienstock, C. (2015, January). The Personal Side of Relationship Marketing. InProceedings

of the 2000 Academy of Marketing Science (AMS) Annual Conference (pp. 481-482).

Springer International Publishing.

Fortenberry Jr, J. L. (2009). Health care marketing: tools and techniques. Jones & Bartlett

Publishers.

Levitt, T. (1960).Marketing myopia. Harvard business review38(4), 24-47.

Levitt, T. (1980). Marketing success through differentiation-of anything (pp. 83-91).

Graduate School of Business Administration, Harvard University.

Murray, J. Y., Gao, G. Y., & Kotabe, M. (2011). Market orientation and performance of

exportventures: the process through marketing capabilities and competitive advantages. Journal of the Academy of Marketing Science39(2), 252-269.

Prasad, M. R., & Krishna, K. S. (2013). Changing face of companies and role of Internal

Marketing. Journal of Contemporary Research in Management1(1).

Suleiman Awwad, M., & Mohammad Agti, D. A. (2011). The impact of internal marketing

on commercial banks’ market orientation. International Journal of bank

marketing29(4), 308-332.

Tsai, Y., Wu, S. W., & Chang, S. T. (2012). Internal marketing establishes the culture of

marketorientation. In Business, Economics, Financial Sciences, and

Management (pp. 471-479). Springer Berlin Heidelberg.

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