Week 3 Bethesda Hospital Customer Segmentation Discussion

MARKET SEGMENTATION PAPER INSTRUCTIONS AND RUBRIC Using the scenario below, provide alternatives in a

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paper of at least 500 words and in current APA format that is supported by 2 peer-reviewed, scholarly references and 1 instance biblical integration. Bethesda Hospital has recently developed an occupational medicine program. It wants to target employers in the Baltimore metropolitan area. The director of the program has a range of services within this program including toxicology assessment, education around issues such as preventing back injuries, stress management, and providing medical treatment at factories, should it be desired. Suggest 3 alternative ways the customer base for this new service could be segmented, and indicate how each base of segmentation would result in a change in the marketing mix. Criteria Levels of Achievement Content 70% 3 Alternative Suggestions for Customer Segmenting Peer-Reviewed References 19 to 20 points 16 to 18 points Suggested 3 viable alternative Suggested 2 viable alternative ways that the customer base ways that the customer base can be segmented. can be segmented. 9 to 10 points Used 2 peer-reviewed references. 1 to 15 points 0 points Suggested 1 viable alternative way that the customer base can be segmented. 7 to 8 points 1 to 6 points Used only 1 peer-reviewed reference. Provided references but none are peer-reviewed 0 points Biblical Integration 4 to 5 points Included an instance of biblical integration that demonstrates an understanding of the objective or lesson from the Christian perspective. 2 to 3 points 1 point 0 points Provided a Bible verse Provided a Bible verse somewhere in the assignment somewhere in the assignment that shows some understanding of the Christian perspective. Structure 30% Current APA Format, Grammar, and Spelling 14 to 15 points 12 to 13 points Current APA format, Current APA format, grammar, and spelling had no grammar, and spelling had, at errors. most, 1 minor error. 1 to 11 points Submission included either 2 minor or 1 major APA format, grammar, or spelling error(s). 0 points
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