Unit Two
By Porschia Cullen
American Intercontinental University
Unit 2 Individual Project
MKTG 205 – Principles of Marketing
Abstract
The following material is about marketing and segmentation of a product and service. The service that will be discussing about is Home Healthcare. Also to mention, the competitors that may be involved in this type of business and who are target markets are. Lastly the positioning statements of the competitors .
Introduction
The following material presents an understanding that provides explanations and a complete definitions of segmentation in the marketing world that focuses on Home Healthcare Service. Furthermore, focusing on two competitors that distribute home healthcare service and identifying who might be the more preferred choice and why the two competitors are successful. Overall seeking a positioning statement.
Definition of the Segmentation Bases
Segmentation is basically the recognition of types of buyers within a market who put off similar needs and who display related buyer behaviors. The type of buyer in home healthcare service is usually male or female that falls under the senior citizen group due to age and is at risk for additional health problems. “The buyer base for (Home Health Care Services) will be patients referred by physicians, health care facilities and other health care professionals. The majority of these patients will be covered by Medicare with a smaller portion being insured by the state Medicaid or other private insurance carriers” (Home Health Care Services Business Plan, 2011).
Description of Each of the Target Markets
Home healthcare service has a variety of potential customers fall under these target markets: Medicare Patients, “Medicaid provides all medically necessary services for those persons living below the poverty line, and to pregnant women and children under the age of six who may be somewhat above that line. It may also be used to supplement Medicare coverage for...