This paper will address service development as it relates to my final MKT Marketing 421 paper and project.
The fictitious company I have chosen for my final project is an organization called Mobile Medical Services. This organization provides emergency and non-emergency treatment and transportation to individuals who require medical services. The company also provides wheelchair transportation to patients who require such services. Mobile Medical Services is an organization designed and created to supplement services to currently over-taxed fire department emergency medical units. The mission statement for Mobile Medical Services reads: "Mobile Medical Services will provide professional and courteous emergency and non-emergency medical services and transportation to all citizens in an efficient and effective manner.
Marketing research is an extremely vital component of the marketing plan and subsequent success of any organization. Marketing research is defined as procedures to develop and analyze new information to help marketing managers make decisions. Marketing research must obtain accurate and current information. Once this has been established, the research can be trusted by management when decisions are being made. Mobile Medical Services will utilize both primary and secondary market research methods to obtain the pertinent data.
Primary marketing research is defined as the process of collecting information or data that has been collected specifically to correct a problem or issue. Primary research is conducted in several ways for Mobile Medical Services. Staff will be supplied with questionnaires as part of our Quality Assurance Program. Some of the questionnaires will be structured to gain information from health providers, including physicians, nurses, technicians, and nursing assistants. These questions may include "How can Mobile Medical Services teams assist you in patient treatment?" Anoth