Ees Surgeon Marketing

In: Business and Management

Submitted By klhernandez81
Words 482
Pages 2
The New General Manager As Shelley Petersen looks through the oval window of her upgraded first class seat on her flight back from her two week vacation in the Bahamas, she thinks about the challenges that await her tomorrow. After five stellar years at Johnson & Johnson, Shelley was promoted to new general manager of their bariatrics endosurgery medical devices division on December 20th, 2005. Tomorrow is her first day on the job, and she will be introduced to her new management team, who has spent the last two weeks in the office preparing a series of "great new investment ideas" to create growth in the sale of bariatric endosurgery devices. After meeting with her team tomorrow, Shelley will also meet the general manager for EES. The general manager will want to hear feedback on the investment options. Specifically, (1) What is Shelley’s Big Picture analysis of the bariatrics business? (2) What is the winning strategy for the business? Which single investment or combination of investments does Shelley recommend? Why? (3) In addition to hearing a "Big Picture" analysis for the bariatrics business, her boss will want to discuss her incentive plan. Which single metric should her incentive package be tied to: Economic Profit, Customer Lifetime Value, Market Share, Revenue, Cumulative Profit, Units Sold, or Customer Counts? (4) How does that single-minded goal relate to the strategy for the business? Shelley feels like her two-week vacation was well deserved, but as she looks through the window she wishes she had asked for the investment plans to be couriered to her at her resort. As she stares into space, she wonders how many grams of fat she has just ingested with her bag of peanuts. Who is the Customer? In the surgical device industry, like in many others with complex supply chains, this question can elicit different answers depending on who you ask. Traditionally,…...

Similar Documents

Surgeon

...Issues related to technology’s presence in our lives "The real problem is not whether machines think but whether men do". (B. F. Skinner) Technology advancements has been both a blessing and a curse, the benefits of faster, simpler and better has caused society to not only be physically lazy but mentally lazy as well. Society tends to rely on technology probably more than they should, remote control vacuums, talking refrigerators, and controlling appliances from miles away has taken away just small chunks of brain power, but as technology continues to evolve, those chunks keep adding up and soon humans won’t need to use their brains for much of anything. While technological developments have made life amazingly easier, simpler and anything is just a mouse's click away, it has brought several negative health impacts, psychological problems and stress in daily life. Furthermore, the presence of technology in the world today has created many benefits and issues in almost every facet of life. For instance, in Business, companies are much more productive due to the various advancements in communication. Company provided cell phones, email and instant messenger are just a few of the ways that colleagues, bosses and customers can communicate, allowing instant access and quicker results. One of the newer advancements that I have used recently is called “Telepresence”, which is real-time video conferencing that has the effect of people literally being in the room together......

Words: 1058 - Pages: 5

Marketing

...the mind of the target consumer. To do this the marketers use "positioning". What this means is that the marketers want their product to come to mind when the consumer thinks about purchasing that product type. For example: The marketers of "Liril" soap want the people to think "Liril" when they think soap. The marketers of "Colgate" want the consumers to think "Colgate" when they think toothpaste etc. In India, "Xerox" is what comes to mind when people think of "photo-copying". "Colgate" comes to the mind of people when they think toothpaste. However, now with intensive competition things are changing. Positioning a product in the minds of the consumer is becoming harder. However, positioning is going to play a very important role in marketing in an overly competitive environment. If you have a particular product or service, then you want people to think of you when they think of buying the kind of product or service you sell. In India there are few stores that hold a strong positioning in the mind of the consumers. In other countries, there are special stores where you can go only to go to do your laundry. There are special stores where you can go only to "Xerox". There are special stores that are dedicated only for the buying of candles, perfumes etc. These stores have a strong positioning in the minds of the consumers. When the consumer thinks candles he goes to the candles store. When the consumer thinks "Xerox" he goes to the copying stores. In India we have a lot......

Words: 887 - Pages: 4

Marketing

...COURSE OUTLINE CENTRE FOR HOSPITALITY AND CULINARY ARTS COURSE NAME: Restaurant Marketing Leadership COURSE CODE: HOST 1058 CREDIT HOURS: 42 Hours PREREQUISITES: None COREQUISITES: None EFFECTIVE DATE: January 2013 PROFESSOR: Andy Hickl-Szabo PHONE: N/A EMAIL: ahickl@georgebrown.ca PLAR ELIGIBLE: YES ( ) NO ( x ) NOTE TO STUDENTS: Academic Departments at George Brown College will NOT retain historical copies of Course Outlines. We urge you to retain this Course Outline for your future reference. EQUITY STATEMENT: George Brown College values the talents and contributions of its students, staff and community partners and seeks to create a welcoming environment where equity, diversity and safety of all groups are fundamental. Language or activities which are inconsistent with this philosophy violate the College policy on the Prevention of Discrimination and Harassment and will not be tolerated. The commitment and cooperation of all students and staff are required to maintain this environment. Information and assistance are available through your Chair, Student Affairs, the Student Association or the Human Rights Advisor. George Brown College is dedicated to providing equal access to students with disabilities.  If you require academic accommodations visit the Disability Services Office or the Deaf and Hard of Hearing Services Office on your campus. STUDENT RESPONSIBILITIES: Students should obtain a......

Words: 1911 - Pages: 8

Marketing

...Meaning of Service Marketing A Service is an economic activity that is intangible or not be touched, not be stored, and not be owned. Postal service delivering mail is a Service, and the use of expertise like person visiting a doctor is also a service. A service is consumed at the point of sale and does not result ownership. A product is material or tangible in nature, can be touched, can be stored, and a product can also be owned, but it is not so in case of a service. Defining Service Services include all economic activities whose output is not a physical product or construction, is generally consumed at the time it is produced, and added value in forms (such as convenience, amusement, timeless, comfort and health) that are essentially intangible. Defining Services Marketing:- Services marketing are a sub field of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods (FMCG) and durables) and services marketing. Services marketing typically refer to both business to consumer (B2C) and business to business (B2B) services, and include marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services. The range of approaches and expressions of a marketing idea developed with the hope that it be effective in conveying the ideas to the diverse population of people who......

Words: 8157 - Pages: 33

Neuro Surgeon Essay

...molecular biology and diagnostic medicine-classes vital to neurological surgery. After these four years of extensive medical training and rotation the study and learning will continue from Senior Neurosurgeons in a residency program (at a hospital). In this residency program of about six years, through observation, and studying necessary skills are learned from practicing Senior Neurosurgeons. There will also be a chance to obtain a Medical Practice License (not surgeon yet) after passing the Board Test after one year of residency. Having passed the test, it enables real patients treatment from a physician role. The great part is that the residency program is a paid internship. After about 6 years of residency experience you are able to apply for a State License. With this State License you will be able to practice Neurological Surgery. After about 3 years of practice you are then qualified to get Board Certification: which is a great prestige in the Medical Community. This prestige recognizes your achievements as a surgeon. It is a long journey but it is worth entering one of the most challenging medical fields. Every three years and so you must renew your license- so staying updated with new research and new surgical (machine) practices is essential. At the end the reward is a high prestige in the medical field and a competitive salary. The average neurosurgeon makes about $105 per hour and $219,770 annually. As your field experience increases so does your wage. The......

Words: 859 - Pages: 4

Md-Orthopaedic Surgeon

...Hospital Militar Central, Universidad Militar Nueva Granada, Servicio de Ortopedia y Traumatología, Hospital Militar Central. ** Docente, grupo de Cirugía de Mano, Hospital Militar Central, Universidad Militar Nueva Granada, Servicio de Ortopedia y Traumatología. *** Residente tercer año, Hospital Militar Central, Universidad Militar Nueva Granada, posgrado de Ortopedia y Traumatología. Correspondencia: Cra. 24 No 87-15 julian_escobar@hotmail.com Fecha de recepción: marzo 19 de 2010 Fecha de aprobación: agosto 22 de 2010 132 Rev Col Or Tra Suárez F, García A, Escobar J of ages, male and female, including traumas of loss, moderate and high energy, analyzed the x-rays and CT with three-dimensional reconstruction by 2 orthopedics hand surgeons of independent form, using the same element of measurement, we analyze the height, the variance, the radial inclination, tilt radial, the evidence of step and intra-articulate fracture, the age, side of lesion and the sex; comparing the radiographic findings with the findings in the CT and the three-dimensional reconstruction. The main findings show the evidence of intra-articulate fracture extension do not diagnose in x-rays in 56.3% of the cases, modifying the therapeutic conduct in most of these and the poor agreement (index kappa 0,1224) of the simple x-ray with the CT as it proves diagnostic of the fractures of distal radio. The greater use of the CT for the evaluation of this type of fractures is just totally if the......

Words: 2444 - Pages: 10

Marketing

...has b e e n estimated that as much as 40 percent of trade and commerce is "informal." 4 Significant service output is created by u n d o c u m e n t e d w o r k in domestic j o b s (e.g., cook, housekeeper, gardener) or in small, cash-based enterprises such as restaurants, laundries, r o o m i n g houses, and taxis. Service organizations range in size from huge international corporations like airlines, banking, insurance, telecommunications, hotel chains, and freight transportation to a vast array of locally owned and operated small businesses, including restaurants, laundries, taxis, optometrists, and numerous business-to-business ("B2B") services. Franchised service outlets—in fields ranging from fast foods to bookkeeping—combine the marketing characteristics of a large chain that offers a standardized product with local ownership and operation of a specific facility. Some firms that create a time-sensitive physical product, such as printing or photographic processing, are n o w describing t h e m selves as service businesses because speed, customization, and convenient locations create much of the value added. There's a h i d d e n service sector, too, w i t h i n many large corporations that are classified by government statisticians as being in manufacturing, agricultural, or natural resources industries. So-called internal s e r v i c e s cover a w i d e array of activities including recruitment, publications, legal and accounting services, payroll administration,......

Words: 190128 - Pages: 761

Internationl Marketing

...and engage in relevant marketing activities. Advantages of direct exporting Disadvantages of direct exporting • Direct control of pricing • Full control of your brand • Direct understanding of buyers' or end users' needs • Ability to customise your product • Maintain customer relationships • Ability to identify possible new opportunities • Customers may prefer dealing directly with the producer • Takes considerable time, energy, staff resources and money • Competitors with a local presence will be perceived as lower risk to buy from • Aftersales commissioning and service may require local language capability • Daily follow up of genuine export leads can come second to indigenous business • Prompt troubleshooting may not be able to be done remotely and will require additional visits • Slower growth − commitment to an in- market presence will have to be made at some stage should the business continue to grow . Indirect exporting Selling to (or through) an intermediary is a relatively cheap and straightforward way to enter a new market. Intermediaries are typically agents or distributors based in your target market who sell your products or services to end users. A good intermediary will have in-market experience, a good reputation and relevant contacts. Using them can be a quick way to get your products and services to the end user but they will generally require a degree of support for marketing and selling activities...

Words: 2724 - Pages: 11

Marketing

... MARKETING 7E People real Choices This page intentionally left blank MARKETING 7E People real Choices Michael R. SAINT JOSEPH S SOLOMON ’ U OLLINS NIVERSITY Greg W. MARSHALL R C OLLEGE Elnora W. THE UNIVERSITY OF SOUTH CAROLINA UPSTATE STUART Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Acquisitions Editor: Melissa Sabella Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elisabeth Scarpa Director of Marketing: Patrice Lumumba Jones Senior Marketing Manager: Anne Fahlgren Marketing Assistant: Melinda Jensen Senior Managing Editor: Judy Leale Project Manager: Becca Richter Senior Operations Supervisor: Arnold Vila Creative Director: Jon Christiana Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Media Project Manager, Production: Lisa Rinaldi Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management: S4Carlisle Publishing Services Composition: S4Carlisle Publishing Services Printer/Bindery: Courier/Kendalville Cover Printer: Courier/Kendalville Text Font: Palatino Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text....

Words: 160652 - Pages: 643

Marketing

...Marketing Communications Chris Fill Barbara Jamieson MM-A1-engb 2/2011 (1039) This course text is part of the learning content for this Edinburgh Business School course. In addition to this printed course text, you should also have access to the course website in this subject, which will provide you with more learning content, the Profiler software and past examination questions and answers. The content of this course text is updated from time to time, and all changes are reflected in the version of the text that appears on the accompanying website at http://coursewebsites.ebsglobal.net/. Most updates are minor, and examination questions will avoid any new or significantly altered material for two years following publication of the relevant material on the website. You can check the version of the course text via the version release number to be found on the front page of the text, and compare this to the version number of the latest PDF version of the text on the website. If you are studying this course as part of a tutored programme, you should contact your Centre for further information on any changes. Full terms and conditions that apply to students on any of the Edinburgh Business School courses are available on the website www.ebsglobal.net, and should have been notified to you either by Edinburgh Business School or by the centre or regional partner through whom you purchased your course. If this is not the case, please contact Edinburgh Business......

Words: 16769 - Pages: 68

Marketing

...point to note is that insurance is not billed or 8 billed minimally for services rendered. Dr. Malinow describes why he thinks the full panel is necessary and helpful; “the more information you have about your health and the earlier you have it, will drastically influence treatment and overall healthcare costs” (2015). Dr. Malinow suggested that we look into two MDVIP pilot studies where the government paid the annual fee for a group of Medicare patients. Although a small subset, results were astonishing finding a 79% decrease in hospitalizations for MDVIP Medicare patients (Boyer, 2013). Physician benefits in the MDVIP network are experienced legal counsel, electronic medical record software, data storage, advertising and marketing (Malinow, 2015). Fees vary by location and are distributed between the physician’s office, MDVIP network dues and cost of services rendered. Dr. Malinow said approximately 75-80% of his annual revenue comes from memberships and the remainder from insurance reimbursements. As Broberg cleverly stated in his Business Journal article, “And insurance companies? They’re the odd man out!” (2013). Concierge care is not for everyone and some will argue that it encourages a “two-tiered health system that favors the wealthy” (Duenwald, 2004). We disagree, as we do not believe it’s a large enough proponent of the physician industry to create a prominent divide, however the 25% growth rate is worth noting (Boyer, 2013). We suspect that......

Words: 5049 - Pages: 21

Marketing

...Syracuse University Honors Program Capstone Projects Spring 4-1-2007 Ethical Marketing Controversial Products and Promotional Practices Jared D. Cohen Follow this and additional works at: http://surface.syr.edu/honors_capstone Part of the Management Sciences and Quantitative Methods Commons, and the Marketing Commons Recommended Citation Cohen, Jared D., "Ethical Marketing Controversial Products and Promotional Practices" (2007). Syracuse University Honors Program Capstone Projects. Paper 596. This Honors Capstone Project is brought to you for free and open access by the Syracuse University Honors Program Capstone Projects at SURFACE. It has been accepted for inclusion in Syracuse University Honors Program Capstone Projects by an authorized administrator of SURFACE. For more information, please contact surface@syr.edu. Abstract In the field of business ethics, there has been much written and discussed about ethical matters in areas where there is a distinct right and wrong, but relatively little written about how to make decisions when the ethical issue isn’t as black and white. When marketing a product, it is one’s hope that ethical issues are typically not inherent to the marketer; however, when one has the unenviable task of marketing a controversial product, it becomes a true question of “grayarea” ethics that makes marketing decisions more difficult to make. Companies depend on marketing, as it is the one higher-level areas of corporate function that results in the...

Words: 34438 - Pages: 138

Marketing

...activity, although the term has meant different times in different lands to different people. Nonetheless, as ethical concerns are an inseparable element of business, advertising cannot ignore them. Sadly, the advertising industry has rarely cared to look beyond immediate marketing objectives. The argument in the industry is that it is the government’s job to judge what is right and what is wrong. Shirking its own responsibility for regulation, the industry has belittled business values and agencies have harmed their balance sheets. For any business, customer is very important, and businesses attempt to communicate to all their target customers using means of communication like advertising and sales promotion. Advertising is very powerful and most commonly used tool. The term ethics in business involves “morality, organizational ethics and professional deontology” (Isaac, cited in Bergadaa, 2007). Every industry has its own guidelines for the ethical requirements. However, the principal four requirements for marketing communications are to be legal, decent, honest and truthful. Unfortunately, in a society where the course of action of the companies is determined by profit targets the use of marketing communications messages “may constitute a form of social pollution through the potentially damaging and unintended effects it may have on consumer decision making” (Hackly and Kitchen, 1999). Advertisement is considered unethical in the following......

Words: 2109 - Pages: 9

Marketing Plan

...Marketing Plan: HUH Surgical Service Center of Excellence Submitted October 31, 2011 Marketing Plan: HUH Surgical Service Center of Excellence 0.1 Company Overview A private, nonprofit three hundred fifty-bed hospital, the institution is the nation's only teaching hospital located on the campus of a historically Black university. The rich tradition of leadership and service at HUH dates back to 1862. Over the course of its 145-year history of providing primary, secondary and tertiary health care services, HUH, a Level 1 Trauma Center also has a Center for Weight Loss Surgery, Cancer Center, Center for Sickle Cell, Diabetes Center, and a Heart Center. In April 2007, the Hospital ranked number one among selected area hospitals on 19 quality measures published by the U.S. Health and Human Services Department. The hospital has approximately thirty five hundred employees, which include physicians, Midwives, Nurse Practitioners, Certified Registered Nurse Anesthetist and other allied healthcare professionals such as Physician Assistants and Surgical Assistants. Since HUH is a teaching hospital, medical and surgical residents provide care to patients with oversight by the attending physician. The hospital runs and Average Daily Census (ADC) of approximately two hundred and two hundred and fifty patients per day. The Length of Stay (LOS) is approximately 4.5 to 5.0 days, which is high when compared...

Words: 2531 - Pages: 11

Marketing

...In Praise of the Purple Cow Remarkably honest ideas (and remarkably useful case studies) about making and marketing remarkable products. From: Issue 67 | January 2003 | Page 74 | By: Seth Godin [pic] For years, marketers have talked about the "five Ps" (actually, there are more than five, but everyone picks their favorite handful): product, pricing, promotion, positioning, publicity, packaging, pass along, permission. Sound familiar? This has become the basic marketing checklist, a quick way to make sure that you've done your job. Nothing is guaranteed, of course, but it used to be that if you dotted your is and paid attention to your five Ps, then you were more likely than not to succeed. No longer. It's time to add an exceptionally important new P to the list: Purple Cow. Weird? Let me explain. While driving through France a few years ago, my family and I were enchanted by the hundreds of storybook cows grazing in lovely pastures right next to the road. For dozens of kilometers, we all gazed out the window, marveling at the beauty. Then, within a few minutes, we started ignoring the cows. The new cows were just like the old cows, and what was once amazing was now common. Worse than common: It was boring. Cows, after you've seen them for a while, are boring. They may be well-bred cows, Six Sigma cows, cows lit by a beautiful light, but they are still boring. A Purple Cow, though: Now, that would really stand out. The essence of the Purple Cow -- the reason it would......

Words: 4445 - Pages: 18